How a Motocross Rider Became Canada’s Print King | Lee Stuart (MU Classic)

Nov 24, 2025

Lee Stuart, the founder of Rogue Lab and a former professional motocross rider, shares his remarkable journey from athlete to entrepreneur. With just $300, he transformed his basement into a thriving screen printing business by investing in new equipment and documenting his progress on YouTube. Lee discusses how he scaled operations through lean manufacturing, developed value-based pricing strategies, and expanded into fulfillment services. His relentless learning and innovative approach helped Rogue Lab become a creative powerhouse in the branding industry.

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ANECDOTE

Built A $50K Basement Print Shop

Lee Stuart burned his boats by building a $50,000 commercial-grade screen print shop in his basement despite never having printed before.
He pivoted his YouTube channel to document the journey and the finished shop went viral, multiplying his audience.

question_answer

ANECDOTE

Started Clothing Brand With $300

With his last $300 Lee started a clothing brand, sold out his first drop, and scaled to six-figure sales quickly.
Repeated vendor failures pushed him to take production in-house and become a printer for other brands.

insights

INSIGHT

Use Content To Expand Beyond Local Markets

A personal content strategy (YouTube) can drive global SEO and funnel customers beyond local reach.
Lee used his channel to attract clothing brands, industry partners, and national clients while scaling the shop.

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From Pro Rider to Clothing Brand Founder

02:08 • 4min

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Building a Basement Print Shop and Going All In

06:01 • 4min

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YouTube, SEO, and Early Customer Acquisition

09:33 • 1min

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Who Rogue Lab Serves Today

10:52 • 2min

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Relentless Learning: How Lee Mastered Printing

13:05 • 4min

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Hiring the First Employees and Leadership Lessons

16:42 • 7min

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Systemizing with SOPs and Lean Manufacturing

23:20 • 6min

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Expanding into Fulfillment (3PL)

29:10 • 3min

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Where the Margins Are: Production and Pricing

32:18 • 3min

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Automation, Skilled Labor, and New Tech

35:34 • 4min

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Sourcing, Inventory, and Pull Systems

39:39 • 6min

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Value-Based Pricing Philosophy

45:46 • 4min

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Branding: Choosing the Name Rogue Lab

• Mentioned in 203 episodes

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This book by Jocko Willink and Leif Babin focuses on the principle of 'Extreme Ownership,' where leaders take full responsibility for their actions and decisions. The authors use their experiences in the U.S. Navy SEALs to illustrate how this mindset can lead to success in any organization. The book covers various principles such as believing in the mission, checking ego, and leading by example. It emphasizes that leaders must own all failures, develop plans to overcome them, and ensure their teams are well-conditioned and aligned with the mission. The authors also stress the importance of humility, discipline, and effective communication in leadership.

#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