not valid json Fountain City Founders | Reggie Luther: Big Dog Running & Iron Bank Coffee Success
masterwall founder steve smithwick

Fountain City Founders Episode 2 | Built to Last: Steve Smithwick on Culture, Continuity & the Founder’s Mindset

July 15, 2025

/

Built to Last: Steve Smithwick on Culture, Continuity & the Founder’s Mindset

Episode 2: Building with Purpose – Steve Smithwick of MasterWall

Guest: Steve Smithwick, Founder of MasterWall
Industry: Manufacturing, Construction Materials
Location: Columbus, GA

Episode Overview:

Steve Smithwick, founder of MasterWall, shares his journey from unexpected career shifts to building a nationally recognized manufacturing company. Learn about partnerships, family businesses, culture building, and the relentless spirit needed for entrepreneurial success.

Key Takeaways:

1. Starting from Scratch

  • After being unexpectedly fired, Steve transformed adversity into opportunity, creating MasterWall with minimal resources and strong support.

2. Partnership Dynamics

  • Steve leveraged valuable early partnerships providing facilities and administrative resources, significantly easing initial operational challenges.
  • Eventually, he navigated complex emotional and financial decisions to buy out these partners and gain full control.

3. Family and Business

  • MasterWall transitioned into a family business, with Steve’s children (and now grandchildren) deeply involved.
  • Steve emphasizes open communication, clear expectations, and maintaining a strong separation between business and personal relationships.

4. Culture as a Cornerstone

  • A deliberate, faith-based culture defines MasterWall, highlighted by a mission to genuinely care for employees and stakeholders.
  • Steve prioritizes employee recognition and loyalty, resulting in long-term retention and a committed workforce.

5. Financial Lessons

  • Creative banking relationships, especially with local institutions like Synovus, have been critical for scaling and managing cash flow.
  • Thoughtful use of debt as a strategic tool rather than a hindrance enabled MasterWall’s growth through challenging periods.

6. Facing Challenges with Tenacity

  • Steve recounts major setbacks, including liability issues, the Great Recession, and product crises. Each required resilience, creativity, and decisive action to overcome.

7. Advice to Aspiring Entrepreneurs

  • Importance of being likable, authentic, and relationship-focused in business.
  • Embrace risk, persist through adversity, and always remain adaptable to changing circumstances.

Notable Quotes:

  • “You need to be likable. If you’re not likable, you better have a lot of money.”
  • “Some of the worst things that happen become some of the best things that happen.”
  • “You just can’t quit. Never give up.”

Recommended Resources:

  • Believer Bulldog Coach by Steve Smithwick (Upcoming release)
  • The Fred Factor by Mark Sanborn
  • The Noticer by Andy Andrews

Episode Highlights:

  • Steve’s unexpected journey into entrepreneurship.
  • The intricacies and emotional complexities of business partnerships.
  • Building and maintaining a family-led business through multiple generations.
  • Creating and sustaining a strong, caring company culture.
  • Navigating and overcoming significant industry and economic challenges.

Connect with Steve and MasterWall:

Thanks for tuning into Fountain City Founders. Don’t forget to subscribe, leave a review, and join us next time for more entrepreneurial insights from Columbus’s best.

Garrett Cottle

Garrett is the co-founder of Momentum Wealth Management - an independent firm that specializes in creative financial planning solutions and diversified investment strategies.