MATRA 2025 Recap

This is something I say every single year.
And yet—here I am again.

This marks my fourth MATRA show. I’ve somehow managed to show up every single year, even before I officially started in the industry. You’d think I’d take a year off, but nope. Every fall, I tell myself, “This is the one I’ll skip.” And then I’m right back on the road, hauling myself to another hotel in another city filled with people who are about that #tentlife.

This year though? This one hit different.

I had the chance to deepen some relationships I’ve built during my short-but-spirited time in the tent world and finally meet some of the guys I’ve only known through facebook, texts and Zoom calls.

One night we dubbed ourselves The InTENTS Revolution and started taking pictures throwing up gang signs. Don’t ask why—actually, beer. Beer is why.

Of course, I’m the grandpa of the crew—coming in at the young, young, young age of 42—but they still let me hang. And honestly, it was scary how well we all got along. From the jump, we were roasting each other like we’d been friends for years—no mercy, no warm-up period, just straight banter and belly laughs.

Scary in the best way.
Now I have to keep coming back—just to see these people again.

Sunday – The “Early Bird” Who Wasn’t

I pulled into MATRA on Sunday around 2 p.m., feeling like the early bird ready to catch some tent setup action.

Except… apparently, everyone else had already caught the worm.

A bunch of tents were already standing tall. I thought I was early. Clearly, I was not.

Still, there was plenty to take in.

I arrived just as Fred’s new Sailcloth and Top Tec’s Epic pole tent were going up. I heard Top Tec was bringing in the T-Rex for the install, but I started yapping and completely missed it. Typical.

One of the other setups I caught was the Fiesta Legacy tent—that’s been on my radar for a while. Watching the crew install it in real time was a highlight. I should’ve taken more pictures and videos, but honestly, I was too engaged (translation: probably being a mild distraction to the crew with all my questions).

The vibe on Sunday was quiet—mostly installers in setup mode. But that night, things warmed up fast.

We hit a local brewery where conversations jumped from mergers and acquisitions to new product ideas for rental stores. Good food, good drinks, great people. A solid kickoff to the week.

Monday – Hands On, Finally

Monday was all about getting my hands dirty.

My main goal was to help one of the crews install InTENTional’s X2 frame tent. I’ve been curious about that system for a while, and this was the perfect chance to see it up close.

That’s one of the most valuable parts of MATRA—getting to literally touch the products you’re thinking about adding to your inventory.

I joined a crew already setting up and, let’s be honest, probably slowed them down more than I helped. But I got my hands on the system and learned a ton.

Occasionally…OK - OFTEN!, I dipped off to watch other installs around me. The curious mind never rests. Aztec was building their Timbertrac frame tent right next to us, and my mind couldn’t help but wander:
“Why don’t I just buy some land, build a slab, and turn this tent into a venue?!” hmmm

The Monday Night Get-Together capped the day—more food, more laughter, and that unique kind of industry talk where everyone’s comparing install methods over wings and beer.

Tuesday – Deep Talks and Sob Stories

Tuesday kicked off the actual conference sessions, and I made sure to soak up as much as possible.

The morning sessions were solid, but things really took off with the keynote—a former Google exec talking about Leading with Innovation.

Now here’s the funny part—I’ve seen this guy speak three times now (twice at ARA). When he opened with the same baseball video, I thought, “Here we go again.”

But to his credit, he switched it up—same energy, new focus. This time, he tied in AI and how small businesses can lead with creativity. It was surprisingly fresh.

Keep in mind, there are multiple sessions running at once, so you have to pick your lane based on what sparks your interest.

The first session I hit was the SOPs session, hoping for a nugget I could bring home. This is definitely an area I need to improve, so I was hoping for tools—or at least a place to start.

Didn’t quite get the playbook I was craving, but I did walk away with something more personal. The speaker shared stories of the chaos before SOPs and the freedom after putting them in place. It hit deeper than I expected.

Next up was Illuminate the Exit: Succession Planning—a solid panel about selling, buying, and investing in tent companies. I’m nowhere near that stage yet, but hey, you’ve gotta start somewhere.

Actionable takeaway: start cleaning up that inventory now. Future-you will thank you.

On a personal note, one panelist who’d sold her business told a story about her dad—how he worked nonstop and was often passed out on the couch from exhaustion. That one hit me.

Because lately? That’s been me.

I’ve caught myself falling asleep on the couch—completely drained from long days and longer nights. I don’t want that to be my kids’ memory of me. So yeah, that story stuck.

New rule: if I’m going to pass out, it’ll be in a bed like a responsible adult.

Later that afternoon, I went to Frame the Future. It was marketed for small or newer companies. The two panelists were people I already knew—great operators, full of personality—but let’s be real: if you’ve opened a second store or installed a double-decker tent, you’re not “small.”

Still, they dropped gems. The one that stuck with me was about tent stake bags—something I immediately Googled that night.
(Spoiler: they’re expensive. I’m sticking with my $1 lash straps for now.)

The day wrapped up with the PPE Fashion Show, complete with giveaways. We walked away with $200 Red Wing steel-toe boots, so shoutout to them.

Then, more networking, more food more drinks—because at MATRA, the real value usually happens between sessions and after 6 p.m.

Wednesday – Tents, Tools, and Traffic

If I had one regret, it’s not sleeping in. Should’ve stayed in bed and called it “strategic rest.”

The first session started at 8 a.m.—a Tool Yard tour—and I’d already toured it earlier in the week. I should’ve stayed in bed, answered some emails, and saved energy for the drive home. Lesson learned.

By 10 a.m., it was time for the Tent Tour, where we walk around to the different setups while manufacturers give quick spiels on their products, new features, and upcoming releases. Easily one of the highlights of the show.

It’s something every attendee should experience at least once—and rumor has it, MATRA might make it virtual next year. If they do, mic up those presenters and turn it into content—bonus access and / or marketing gold.
Trust me, we’d watch. And content is everything right now.

After lunch came the MATRA Games—knot-tying, sledgehammer-swinging, all that good stuff. Fun to watch, but I do enough heavy lifting in real life. In my best Randy Jackson voice: “It’s a no for me, dawg.”

At 2:30 p.m., the exhibits opened. I’d already talked to most of the tent reps, so I focused on accessory products—flooring, staging, efficiency tools. This is where I quietly eavesdrop on who used what, what worked, what didn’t, and what’s actually worth the money.

I wrapped up early around 4 p.m. to beat Atlanta traffic. Managed to dodge most of it, hit a little in South Carolina, grabbed gas and sunflower seeds, and cruised home.

As I was leaving, Alex from Fiesta caught me mid-reflection.
He asked if I was “staying in it—fighting the good fight.” Before I could even form a thought, he took off his sunglasses, looked me in the eye and said,

Then he just walked away. No handshake, no goodbye!

Okay, maybe I’m dramatizing a little, but you get the point.

Final Thoughts

Every year, I say I’m going to save my coins and skip the MATRA show.

And every year, I end up right back in it—laughing, learning, and leaving with new ideas.

This industry’s small, but it’s full of good people who keep finding ways to make it better.

So yeah… maybe I don’t need a break after all.

Until next time
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