Value-Based Pricing Philosophy

Lee discusses evolving pricing from copying competitors to value-based pricing tied to client impact and perceived value.

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#688 What happens when a retired professional athlete dives headfirst into an industry he knows nothing about? In this episode hosted by Brien Gearin, Lee Stuart shares how he went from professional motocross rider to the founder of Rogue Lab, one of the top screen printing and branding shops in Canada. With zero experience, Lee took his last $300 to start a clothing brand, and after facing repeated setbacks with outside vendors, he built a full commercial print shop in his basement — investing $50K into equipment he’d never used. He talks about going viral on YouTube by documenting his journey, how he scaled from solo printer to a growing team, and why lean systems, relentless self-education, and value-based pricing helped him build a premium business. Lee also reveals how he expanded into fulfillment, brand design, and custom transfers, creating new income streams and positioning Rogue Lab as a creative powerhouse!

(Original Air Date - 4/20/25)

What we discuss with Lee:

+ From pro rider to entrepreneur

+ Started with $300 and a vision

+ Built a $50K home print shop

+ Pivoted YouTube channel for growth

+ Faced backlash, then went viral

+ Scaled team with SOPs and systems

+ Introduced fulfillment for big brands

+ Embraced lean manufacturing

+ Uses value-based pricing

+ Turned Rogue Lab into a lifestyle brand