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Building, Scaling and Acquiring Businesses with Seth San Filippo
In Season Two, Episode Two of The Hurdle podcast, Jade and Max sit down with Seth San Filippo, founder of Urban Lumber Co. and owner of Urban Hardwoods, to explore his journey from teenage hobbyist to the owner of two successful businesses.
Seth shares how his weekend passion for crafting custom longboards evolved into thriving custom furniture companies and a tree service. He opens up about the bold decisions that shaped his path—including refinancing his house and launching his first commercial space at just 25. A pivotal moment with a design firm then sparked his shift from selling raw wood to creating custom furniture.
Seth also reflects on the challenges of acquiring a company during COVID, merging cultures, and building a business that runs smoothly without his constant involvement. He discusses hiring a skilled team, learning to delegate, and planning for long-term success.
Tune in for insights on growth, adaptability, and achieving a sustainable work-life balance.
🎙️ In this episode we discuss:
(00:00) Welcome
(00:43) Introducing Seth and his 1st Woodworking Business
(01:13) Starting a Custom Longboard Business
(02:26) Challenges Selling at a Market
(03:24) Building a Website and Expanding Sales
(05:02) From Skateboards to Salvaging City Trees
(07:31) Acquiring a Crane Truck and Scaling Up
(10:01) Transitioning to a Full-Time Wood Business
(10:52) Buying a Commercial Space
(13:38) Seth’s Pivot: Selling Wood to Custom Furniture
(16:34) Sneaking into a High-End Showroom
(18:33) Establishing Urban Lumber Company
(21:13) Hiring and Growing a Team
(25:06) Navigating Challenging Partnerships
(26:33) Acquiring Urban Hardwoods in Seattle
(31:22) Integrating Company Cultures
(35:39) Balancing Work and Life
46:37 Lightning Round
🎧🚀 Discover more episodes of The Hurdle and get expert business tips on LivePlan’s blog! https://liveplan.com/blog
✋ Connect with Seth & more
LinkedIn: https://www.linkedin.com/in/seth-san-filippo-26150399/
Instagram: https://www.instagram.com/urbanlumberco/
Websites:
https://urbanlumber.co/
https://www.urbanhardwoods.com/
✨ LivePlan socials & website
Instagram: https://www.instagram.com/liveplan/
Facebook: https://www.facebook.com/liveplansoftware/
TikTok: https://www.tiktok.com/@liveplan.app
LinkedIn: https://www.linkedin.com/showcase/liveplan/
Website: https://liveplan.com
Newsletter & More: https://linkin.bio/liveplansoftware
View all episodes
By LivePlanIn Season Two, Episode Two of The Hurdle podcast, Jade and Max sit down with Seth San Filippo, founder of Urban Lumber Co. and owner of Urban Hardwoods, to explore his journey from teenage hobbyist to the owner of two successful businesses.
Seth shares how his weekend passion for crafting custom longboards evolved into thriving custom furniture companies and a tree service. He opens up about the bold decisions that shaped his path—including refinancing his house and launching his first commercial space at just 25. A pivotal moment with a design firm then sparked his shift from selling raw wood to creating custom furniture.
Seth also reflects on the challenges of acquiring a company during COVID, merging cultures, and building a business that runs smoothly without his constant involvement. He discusses hiring a skilled team, learning to delegate, and planning for long-term success.
Tune in for insights on growth, adaptability, and achieving a sustainable work-life balance.
🎙️ In this episode we discuss:
(00:00) Welcome
(00:43) Introducing Seth and his 1st Woodworking Business
(01:13) Starting a Custom Longboard Business
(02:26) Challenges Selling at a Market
(03:24) Building a Website and Expanding Sales
(05:02) From Skateboards to Salvaging City Trees
(07:31) Acquiring a Crane Truck and Scaling Up
(10:01) Transitioning to a Full-Time Wood Business
(10:52) Buying a Commercial Space
(13:38) Seth’s Pivot: Selling Wood to Custom Furniture
(16:34) Sneaking into a High-End Showroom
(18:33) Establishing Urban Lumber Company
(21:13) Hiring and Growing a Team
(25:06) Navigating Challenging Partnerships
(26:33) Acquiring Urban Hardwoods in Seattle
(31:22) Integrating Company Cultures
(35:39) Balancing Work and Life
46:37 Lightning Round
🎧🚀 Discover more episodes of The Hurdle and get expert business tips on LivePlan’s blog! https://liveplan.com/blog
✋ Connect with Seth & more
LinkedIn: https://www.linkedin.com/in/seth-san-filippo-26150399/
Instagram: https://www.instagram.com/urbanlumberco/
Websites:
https://urbanlumber.co/
https://www.urbanhardwoods.com/
✨ LivePlan socials & website
Instagram: https://www.instagram.com/liveplan/
Facebook: https://www.facebook.com/liveplansoftware/
TikTok: https://www.tiktok.com/@liveplan.app
LinkedIn: https://www.linkedin.com/showcase/liveplan/
Website: https://liveplan.com
Newsletter & More: https://linkin.bio/liveplansoftware