Meet the New CEO of The Video Lab (And Why It Matters for You)
Big news around here: The Video Lab has a new CEO.
If you’ve followed our journey for any amount of time, you know this business didn’t appear overnight. It was built slowly — intentionally — and as a family. Now, after years of working behind the scenes, Erica has officially stepped into the role of CEO at The Video Lab.
And this isn’t just a title change. It represents a new chapter for what we’re building here in Sioux Falls.
From Banking & Corporate Training to CEO
Erica’s background might surprise you.
Before joining The Video Lab full-time, she worked in the banking industry for over a decade. She served as a corporate trainer for seven years and later as an Assistant Vice President of Operations and IT. That meant creating standard operating procedures, analyzing data, managing vendors, negotiating contracts, and rolling out new products and services.
In other words — structure, process, and systems.
If you’ve met me (or watched any of our content), you probably know: that’s not exactly how my brain works.
I live in the creative space. Ideas. Vision. Design. Story. Lighting tweaks at 7 a.m. with a cup of coffee in hand.
Erica lives in the operational space. Documentation. Efficiency. Data. Systems that help things scale without chaos.
It’s a strong complement — and one that was long overdue.
Why This Change Matters
As The Video Lab has grown, the demands have grown too.
More client requests.
More collaboration opportunities.
More need for structure.
More strategy conversations.
For a while, I was juggling creative work, client meetings, bookkeeping, contracts, vendor negotiations — all of it. That works at the beginning of a business. It doesn’t work long term.
With Erica stepping into the CEO role, she’s taking on the operational side of the business. That frees me up to focus on what I do best:
Creating content
Teaching video strategy
Networking in the Sioux Falls community
Developing new “pro packages” and higher-level strategy offerings
Helping clients think bigger about their content ecosystems
This shift isn’t about less structure. It’s about more capacity.
Lessons from Building The Video Lab
In the episode, we also talk about what it really took to get here.
There were years of working multiple jobs.
Years of saying no to things other families said yes to.
Years of building without loans.
We’ve had studio spaces inside other organizations. We’ve shared leases. We’ve moved. We’ve rebuilt.
Signing our own long-term lease — with our name on it — wasn’t a small decision. It came with tension. It came with risk. It came with a lot of IKEA trips (including two in one day across multiple states).
But that discomfort was necessary. Growth usually is.
The Bigger Vision for The Video Lab
So what does this next chapter look like?
More strategy.
More intention.
More support for businesses who want to use video the right way.
We’ve learned that clients don’t just want a room with cameras. They want guidance. They want to know how their podcast fits into their marketing strategy. They want their workshops recorded in a way that makes them look credible and professional. They want help turning content into long-term assets.
Erica’s role will include staying close to data, trends, and strategic direction so we can keep improving and adapting as the video landscape changes. And it will change. In three to five years, video will look different than it does today. That’s guaranteed.
The goal is to build something that feels organized, scalable, and sustainable — even as it evolves.
A New Chapter
This has been a dream we’ve talked about since we first got married: working together in a way that blends creativity and structure.
Now it’s real.
We’re only a few weeks in, but the impact is already clear. The Video Lab feels more focused. More organized. More ready for what’s next.
And if you’re a business owner, marketing leader, coach, or consultant thinking about building a stronger video presence — this next chapter was built with you in mind.
We’re just getting started.
