The Unshakeables — Inspiring the Future of Manufacturing: CHAMPION Now!

Podcast: The Unshakeables
Hosts: Ben Walter (CEO of Chase for Business), Kathleen Griffith
Guest: Terry Iverson (Former President & 3rd Generation Owner, Iverson & Company; Founder, CHAMPION Now)
Date: February 10, 2026

Episode Overview

This episode of The Unshakeables spotlights Terry Iverson, third-generation owner of Iverson & Company and founder of the CHAMPION Now movement, who faced a near existential crisis with his family’s manufacturing business. The episode explores the challenges of running a multi-generational manufacturing company, the labor shortage crisis in American manufacturing, and Terry’s efforts to rebrand and revitalize manufacturing as a career through education and outreach. The hosts delve into Terry’s personal and professional journey, family legacy, and broader industry trends – showcasing real-world insight and practical advice for business owners and future entrepreneurs.

Key Discussion Points & Insights

1. Iverson & Company: The Weight of Legacy and Surviving the Unthinkable

• Heritage & Family Succession

  • Terry is the third generation to run Iverson & Company, founded by his grandfather in 1931 ([03:29]).
  • The company survived significant historic challenges – the Great Depression, wars, and major financial fraud ([04:16]).

• Fraud & Recovery:

  • In the 1970s, the company experienced massive embezzlement by a trusted office manager, leading Terry’s father to create a unique path to justice by instituting a payment plan rather than prosecution ([05:13]).
  • Terry Iverson: “It wasn't about justice from the standpoint of sending her to jail, which would have been devastating for her. And it wouldn't be any better for him because he wouldn't get any money back.” ([05:13])

• Generational Transition

  • Terry was initially reluctant to join the family business until his wife encouraged him ([06:06]).
  • Took over at age 26 when his father was diagnosed with cancer ([06:23]).
    • Terry Iverson: “He handed me the keys to the shop...Even if I do survive, this is your gig to handle.” ([06:23])

2. The 2009 Crisis: Losing a Major Client

• Iverson & Company lost its largest client, accounting for approximately 70% of its business ([00:38], [07:36]).
• Terry’s resolve:
  • Rather than closing up as his father advised, he “doubled down,” determined to get legacy employees to retirement and adapt the business ([01:25], [11:18]).
• Pivot & Adaptation
  • Shifted focus to equipment rebuilding and service, embracing adaptability learned from his dad ([08:12]).
    • Terry Iverson: “We expanded the service end of it. So we redefined ourself...The word today is pivot. Now, I don't think that word was used before, but he adapted really, really well.” ([08:12])

3. CHAMPION Now: Changing How Manufacturing is Perceived

• Inception of the Movement
  • Began with a desire to “change how American manufacturing is perceived in our nation,” leading to the CHAMPION acronym ([09:00]).
• Outreach & Advocacy
  • Authored a book for youth and parents championing manufacturing careers ([10:54], [09:25]).
  • Eventually established CHAMPION Now as a 501C3 nonprofit in 2012 ([20:09]).
  • Tackled the growing gap in public perception and education about manufacturing careers.

4. Succession Dilemmas & Selling the Business

• Terry eventually sold Iverson & Company after 45 years, unable to pass it within the family as none of his children were interested ([12:00]).
• Loyalty to Employees:
  • His priority was ensuring long-term employees reached retirement and maintaining their benefits ([11:18]).
    • Terry Iverson: “I'm not going to close the business. There's people I'd like to get to retirement age. They're 40-year employees.” ([11:18])

5. Broader Trends: The U.S. Manufacturing Labor Crisis

• Reshoring Movement
  • Terry credits Harry Moser with spearheading reshoring, which involves bringing jobs back to the U.S. to revive American manufacturing ([20:44]).
• Workforce Shortages & Perception
  • Manufacturing jobs are evolving, becoming more technical and automated, but there's a critical skills and staffing gap ([23:17]).
    • Terry Iverson: “Right now...we have about 12 million in the workforce, and there’s currently half a million...positions open...projections of 3.8 to 4 million manufacturing positions by 2033.” ([23:17])
• CHAMPION Now Initiatives
  • Outreach focuses on younger students, with “Camp Champ” providing hands-on mentorship and manufacturing education for middle schoolers ([22:38]).
    • High school mentors work with middle schoolers, creating a near-peer learning dynamic.

6. College, Skills, and the Value of Alternative Career Paths

• Ongoing thread throughout the episode: the need to reconsider the four-year college default in favor of skills-based, debt-free alternatives like manufacturing ([24:26], [26:35]).

  • Terry Iverson: “I'm a big advocate in my writing and my speaking of young people not going into student debt, and I'm also a big advocate of if you were going to college, that's fine. Just make sure you know what you're going to college for...but if manufacturing is on the table, and rarely is it on the table. So we need to solve that.” ([24:26])

• Host commentary: Many skilled trades and non-college jobs pay better than many college-grad entry-level jobs ([28:20]).

  • Ben Walter: “We have clients who are plumbers...who make an awful lot of money and an awful lot more than my kids' friends who went to college.” ([28:20])

7. Entrepreneurship and Best Advice

• Focus on Alignment with Values
  • Terry’s advice: Know what you’re signing up for—especially regarding work-life balance—and ensure your family is on board with the sacrifices entrepreneurship requires ([30:36]).
    • Terry Iverson: "Different generations have different standards and different priorities...Make sure your family is signing up for what you're signing up for, because they're going to be making sacrifices, and you may not be okay with having them make those sacrifices, but you need permission from them..." ([30:36])

Notable Quotes & Memorable Moments

• “Every story has a hero...what makes a hero is the willingness to stare down the challenge and the courage to take it on, even if they have no idea how they're going to survive.”
  — Ben Walter ([00:07])

• “My dad was very adamant. He wanted me to close the business because the business model had changed so dramatically.”
  — Terry Iverson ([01:03])

• “I think somewhere I even have the file that I saved all these years.” — Terry Iverson, on the embezzlement incident ([05:13])

• “We expanded the service end of it. So we redefined ourselves...The word today is pivot...he adapted really, really well.” — Terry Iverson ([08:12])

• “I had this idea of changing perceptions...Change how American manufacturing is perceived. Oh, cool. Champ.” — Terry Iverson ([09:00])

• “Camp Champ...was focused on middle school participants...One of the keys, Ben, is we use high school students as mentors for the middle school students.” — Terry Iverson ([22:38])

• “We have a crisis of succession in small business in this country...the number of businesses that are projected to turn over.” — Ben Walter ([17:48])

• “Make sure your family is signing up for what you're signing up for, because they're going to be making sacrifices...” — Terry Iverson ([30:36])

Timestamps for Key Segments

• 00:07 — Introduction & Terry’s challenge in 2009
• 03:29 — Iverson & Company: Family history and leadership
• 04:16 — The embezzlement story; family crisis management
• 06:23 — Leadership transition due to illness
• 07:36 — 2009 loss of primary client; company at a crossroads
• 08:12 — Pivot: business model adapts and survives
• 09:00 — CHAMP/CHAMPION Now inception
• 10:54 — Writing the book and early advocacy
• 11:18 — Drive to preserve employee futures; profit sharing
• 12:00 — Decision to sell and end of family ownership
• 20:44 — Reshoring, manufacturing’s importance, industry shifts
• 22:38 — Camp Champ and youth engagement
• 23:17 — Labor shortages and the future workforce
• 24:26 — Value of skilled trades, college debt discussion
• 28:20 — Non-college career paths; entrepreneurship
• 30:36 — Terry’s advice: alignment, sacrifice, and family support

Tone & Takeaways

• The tone throughout is earnest, encouraging, and pragmatic—with a deep respect for tradition but an eye on modernization and inclusivity in manufacturing.
• Major Takeaway: Manufacturing is not just about machines—it's about people, perception, education, and community. The sector needs champions like Terry to inspire a new generation and fill a growing workforce void with meaningful, lucrative careers.

For Listeners & Would-Be Entrepreneurs:

• Manufacturing is in desperate need of new talent and offers a pathway to rewarding careers with plenty of room for innovation.
• Succession planning is critical—emotionally and financially—for all business owners.
• Don’t overlook non-traditional or “non-college” career paths; skilled trades and technical jobs can offer strong financial futures.
• Ensure alignment—with yourself and your loved ones—before making major entrepreneurial moves.

Episode closes on the value of generational perspective, stewardship, and the collective responsibility to inspire America’s future creators.