I didn’t just
study Fans.
I helped make them.
Twenty-two years on the road with THIRD DAY. Ten years in the corporate world. And this past year, back on the road for the 30th anniversary tour. Here’s the whole set, in order.
winner
Awards
sold
2026 tour
all of it
It started with a cassette.
My older sister walked into my room holding U2’s The Joshua Tree and said, “You have to listen to this.” By the time “With or Without You” ended, I knew I wanted to play bass.
A few years later I was a student at Georgia Tech, playing in a new band called THIRD DAY. When the shows started filling up, I left school to tour full time.
The first lesson came before the first gig: Fans are made by other Fans.
Twenty-two years of learning why people root for you.
THIRD DAY grew from local clubs into one of the top touring acts in Christian music. Four Grammy Awards. More than 11 million albums sold. Arenas full of people singing every word back to us.
I played bass, but the job went well beyond my spot on stage. I designed our merch and our stage show, helped shape the marketing plans, and built a fantastic road crew. The merchandise business alone grew into a million-dollar business. That’s where I learned people don’t buy a T-shirt. They buy a way to say who they are.
a $1 million business.
The band went quiet. I went to work.
I’d already earned my marketing degree from Grand Canyon University during the band years. When THIRD DAY stepped off the road in 2015, I got to test everything the road had taught me in a very different arena.
At Supreme Lending, I built and led a 12-person marketing team, sat on the executive leadership team, and was part of a business that grew from about $600 million to over $2 billion in loan volume. I taught thousands of real estate agents how to earn lasting client loyalty and coached loan officers to speak with confidence.
Same lessons. Two stages.
The road and the boardroom taught me the same three things. Flip between them.
Identity
Fans wore our shirts to tell the world who they were. The merch was never really about cotton. It was about belonging.
Trust
One fan letter kept us out of politics for good. Protecting trust meant saying no to opportunities that were never ours to take.
Loyalty
We stepped off the road for eleven years. When we came back, more than 200,000 people showed up to sing along.
Eleven years later, the Fans were still there.
In 2026, THIRD DAY came back for our 30th anniversary tour. More than 200,000 people showed up, and the run ended with a sold-out night at Red Rocks. This November we’re back out with TobyMac and Chris Tomlin, with more anniversary dates coming in 2027.
Standing on that stage, it hit me. Everything I’d learned in business, the band had done by instinct. I had to write it down.
OUT
refined on the anniversary tour
Market Like a Rockstar
Stand Out. Earn Trust. Create Lifelong Fans.
The book distills it all into The Setlist: the eight-step ROCKSTAR framework any leader can use to turn one-time buyers into people who root for them. Foreword by Glen Jackson, co-founder of Jackson Spalding.
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RReach
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OObtain
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CCultivate
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KKickstart
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SServe
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TTrust
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AAdvance
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RReferral
Now I bring the whole set to your stage.
My signature keynote, From Customers to Fans, hands your people The Setlist that turns one-time buyers into the people who become your marketing. I tailor it to your industry, the way From Patients to Fans does for healthcare, and deliver it as a keynote, workshop, team session or virtual event.
More sizzle