Russell Winter, a third-generation tool and die maker turned entrepreneur and the owner of US MFG, recently sat down with the Manufacturing Happy Hour podcast at a Milwaukee coffee shop to talk about the changing face of American manufacturing. Over coffee at Discourse Coffee near Radio Milwaukee, host Chris Luecke and Russell explored his journey from running a family business to building a nationwide network of small manufacturers through US MFG.
Watch the complete interview here: https://www.youtube.com/watch?v=c6K-6D5dfXA
Russell’s Background: From Family Shop to Entrepreneur
Russell’s story begins in his family’s third-generation tool and die shop that was owned by his grandfather. He was initially hesitant to join the family business and even pursued other paths, but certain circumstances led him back to working at his family’s shop. He eventually purchased the business from his father to keep it in the family.
When Russell bought out the business from his dad, he realized that many shop owners were retiring without a succession plan. He points out that there are an estimated 100,000 small manufacturers owned by baby boomers, with nearly half lacking succession plans. This represents a “once-in-a-generation” opportunity for entrepreneurs to step in and continue these legacies.
This realization sparked his mission to preserve these businesses by acquiring them and linking them together through technology to improve workflow, collaboration, and growth.
Buying Machine Shops: Strategy and Lessons
Russell started by acquiring four small manufacturers with different specialties, from CNC machining to machinery refurbishment. His approach was organic at first, driven by conversations with retiring shop owners who lacked succession plans. However, he realized that running multiple shops himself was not sustainable. Over time, a cohesive strategy emerged:
- Assessing cultural fit: Beyond financials, Russell emphasizes the importance of a company’s culture and openness to innovation.
- Trust, but verify: Careful evaluation of financials, agreements, and operational practices ensures long-term success.
- Strategic acquisition: Identifying complementary capabilities among shops helps balance labor and workflow.
Russell’s experience demonstrates that acquiring machine shops isn’t just about assets, it’s about people, culture, and collaboration.
Mentorship and Networking in Manufacturing
A key component of Russell’s success has been due to mentorship from others in the manufacturing industry. He recommends seeking guidance from experienced professionals, whether through industry recommendations, social connections, or formal programs like SCORE mentorship. He believes new owners benefit most from a supportive network of peers who understand the challenges of small business ownership.
As Russell notes, “If you want advice, ask for investment.” This philosophy has helped him navigate acquisitions, financial decisions, and the development of US MFG.
Evolving USMFG: From Ownership to Community
Russell initially focused on personally acquiring and managing machine shops but realized that his mission could have a bigger impact. US MFG now empowers entrepreneurs to acquire shops while providing shared software and operational support. The goal: a collaborative network where small manufacturers can grow together, benefit from shared resources, and provide employee ownership opportunities.
The software developed by US MFG helps balance workloads and labor between connected shops, preventing downtime and maximizing productivity, a critical tool for modern manufacturing operations.
Preparing the Next Generation of Manufacturing Leaders
Russell is also investing in the future of the industry by collaborating with local high schools to bring back shop classes and trades programs that he hopes introduce students to manufacturing careers. These programs, along with an education in financial literacy and business management, can prepare young professionals to own and operate small manufacturing businesses.
By integrating open-book management and EOS principles, Russell ensures his employees understand both the technical and financial aspects of manufacturing. This combination of mentorship, technology, and practical education positions US MFG as a model for sustainable growth in manufacturing.
Advice for Aspiring Manufacturing Entrepreneurs
Russell emphasizes that the path to success in manufacturing entrepreneurship is built on experience, mentorship, and strategic acquisition. Rather than reinventing the wheel, new leaders can learn from seasoned owners, leverage existing businesses, and bring a modern perspective to an industry that is both traditional and rapidly evolving.
For anyone considering ownership in the manufacturing sector, Russell offers three key pieces of advice:
- Do what you know: Leverage your industry experience for credibility and insight.
- Seek mentorship: Learn from those with experience in ownership, finance, and operations.
- Explore acquisition opportunities: Thousands of small manufacturers are owned by retiring baby boomers without succession plans, representing a once-in-a-generation chance to enter the industry. Explore opportunities to acquire a small manufacturer and choose a business that aligns with your ideas when it comes to culture and openness to innovation.
How US MFG is Ushering in the Future of American Manufacturing
The conversation between Russell and Chris highlights how the future of American manufacturing isn’t just about technology, it’s about building relationships, fostering community, and empowering people. With thousands of shop owners retiring, the chance to preserve jobs, build businesses, and strengthen local economies is massive. Russell Winter and US MFG are working to ensure those opportunities don’t slip away.
US MFG Network is reshaping the landscape of American manufacturing by building clear, purposeful pathways for business owners, aspiring buyers, and forward-thinking investors. Whether you’re a retiring owner looking to safeguard your legacy, an experienced professional ready to step into ownership, or an investor committed to supporting local industry, US MFG provides customized solutions that preserve jobs, strengthen communities, and ensure manufacturing in the U.S. continues to thrive. With a focus on collaboration over transactions, we make every transition an opportunity for sustainable growth and shared prosperity.
If you’re looking to protect the future of your manufacturing business, invest in America’s industrial foundation, or take the next step into ownership, there has never been a better moment. Partner with US MFG Network to carry your legacy forward, create lasting impact, and fuel the next generation of American manufacturing.
You can watch the full interview with Russell on Manufacturing Happy Hour here: https://www.youtube.com/watch?v=c6K-6D5dfXA.
