// Authority Studio · Run
Rustic Lumber Store
A lumber yard with a YouTube channel built like a TV show.
- Client
- Rustic Lumber Store
- Location
- Louisville, Nebraska
- Year
- 2021–2026
- Length
- 5 years
- Offer
- Authority Studio
- Way
- Run
Run: we caught it, cooked it and served it. Rustic Lumber Store never had to hire a video team.
// Before
Where they started.
Rustic Lumber Store sells live-edge slabs, custom furniture and wood finishes out of Louisville, Nebraska. Woodworkers buy from people they've watched work, and a product page gives them nobody to watch. Zach needed a reason for woodworkers to come back every week, and a way to sell finish to people who'd never set foot in the yard.
// What we did
What we did.
- 01.
Program the channel like a network
We didn't post videos. We built shows, each with its own name, format and day: Handcrafted (a customer, a build, a reveal), Slaburday Saturday (the weekly slab drop), Slab Spotlight (one species, start to finish) and Rustic Lumber Store Adventures (sourcing trips, from the sawmill to Costa Rica).
- 02.
Put real people in every episode
A birthday surprise table. A business owner building his own company desk. A Make-A-Wish treehouse. A first-time woodworker ruining a project on camera. The customer is the story, and the slab is the product.
- 03.
Take the show on the road
At Workbench Con 2024 we turned the booth into a studio and filmed interview episodes with makers, co-produced by Rustic Lumber Store and Churlish Media.
- 04.
Turn the audience into buyers
How-to episodes for every finish in the line, from Furniture Oil to Hydrocoat to Epoxy to 2K Hydrolaq. Then Woodaddy, a wrestling-promo mascot, and 'Big Furniture Oil' ads that go after the expensive brands by name.
- 05.
Keep them after the sale
A nurture sequence after every purchase, an affiliate program for makers, and The Chisel, a coaching community for woodworkers who want to sell what they build.
// What it did
What it did.
194.
videos published on the channel
112K+.
YouTube views
100+.
five-star reviews
// Why Run
Why we ran it.
A shop owner who's cutting slabs all day isn't going to run a channel on the side. Run means we show up, shoot it, cut it and publish it on schedule. Zach shows up for the camera and gets back to the yard.
// What they kept
The channel, every raw file, the mascot, the ad account and the customer list are in Rustic Lumber Store's name.
// Watch
Next project
Freed By Real Estate