What does it look like to take a small, family-run manufacturing shop and turn it into a diversified, innovation-driven company competing on a national level?

In this episode, Chris Chandler of Chandler Capital Group shares the real story behind building, losing, rebuilding, and ultimately redefining what success looks like in business. From taking on massive debt to buy the family company to navigating industry crashes and launching entirely new product lines, Chris offers a grounded, honest look at what it takes to build something that lasts.

Summary

Chris walks through the evolution from Chandler Equipment to Chandler Capital Group, explaining how the business expanded from manufacturing parts for 18-wheelers into multiple automotive brands, including direct-to-consumer products. After experiencing the volatility of the oil and gas industry—and laying off dozens of employees—he made a pivotal decision: diversify or risk repeating the same mistake. That decision led to the creation of Chandler Truck Accessories and a long-term strategy centered on solving real customer problems.

A major theme throughout the conversation is innovation through necessity. Whether it’s introducing robotics to increase efficiency, redesigning toolboxes based on real-world failures, or shifting from B2B to DTC, Chris emphasizes learning through trial and error. Growth didn’t happen overnight—it took years of rejection, iteration, and persistence before things began to click.

Beyond business strategy, Chris shares a deeper perspective on leadership and life. In recent years, he’s redefined success—not as revenue or scale, but as becoming a better husband, father, and leader. That shift has influenced how he runs his company today: focused on developing people, staying hands-on, and building businesses that serve both employees and the local community in Northwest Arkansas.

Highlights

00:00 What is Chandler Capital?

7:00 Buying the family business
19:00 Scaling

30:00 Getting into truck accessories
50:00 Acquiring Backwoods Adventure
70:00 The future of Chandler Capital

Key Takeaways

1. Solve real problems—not theoretical ones: The breakthrough for Chandler Truck Accessories came from observing what was actually failing in the market (like broken toolbox doors) and building something better. Look for friction in the real world—that’s where opportunity lives.
2. You have to earn your way into leadership: Chris didn’t skip the hard part. Years of operating, failing, and problem-solving built the foundation that now allows him to lead and develop others. There’s no shortcut around the “doing” phase.
3. Diversification isn’t optional—it’s survival: Relying too heavily on one industry nearly cost them everything. Building multiple revenue streams within a focused niche gave them stability and long-term growth.

For guest suggestions or inquiries nwafounders@gmail.com

NWA Founders is a voice for Founders, Owners, and Builders driving growth in Northwest Arkansas, and is hosted by Cameron Clark and Nick Beyer.

#36 - Chris Chandler (Chandler Capital Group)