Marshall Atkinson has been a steady voice in the screen printing industry for decades. In this episode of Shirt Show, Dylan sits down with Marshall to unpack the journey from art school to large-scale operations, and eventually into consulting. The conversation covers production systems, sales mindset, data discipline, and what shops need to be thinking about as the industry shifts toward 2026.
This episode blends tactical shop advice with bigger-picture leadership thinking. If you want to build a shop that lasts, this one is worth your attention.
FROM ART DIRECTOR TO OPERATIONS LEADER
Marshall’s path into screen printing started unexpectedly. While pursuing architecture school, he launched a small T-shirt business to pay tuition. That side project led him into a production shop where he eventually moved from art director to vice president of operations.
Working inside high-volume facilities printing over a million garments per month exposed a hard truth. Good artwork means nothing without strong production systems behind it. Registration issues, inconsistent tension, and inefficient workflows were rarely art problems. They were process problems.
That realization shaped his career. Instead of chasing creativity alone, he focused on building predictable systems that supported creativity.
RELATED: Print Smarter, Not Harder: SOPs, Workflow Hacks & Shop Truths | Shirt Show
WHY DATA IS NON-NEGOTIABLE
One of Marshall’s strongest points is simple. You cannot run a profitable shop without knowing your numbers.
That includes:
- Screen tension and mesh consistency
- Accurate curing verification using proper tools
- Setup times and throughput speeds
- Cost per screen
- True cost per imprint
Many shops still operate on instinct. They adjust pressure instead of measuring tension. They estimate margins instead of calculating them. They schedule by feel instead of capacity.
Marshall pushes for what he calls consistent, predictable, repeatable systems. Whether you run one auto or sixteen, your workflow should follow the same cadence every day. Reducing variables creates stability. Stability creates profit.
RELATED: From Tension Meters to Donut Probes: Building a Repeatable Print Shop Workflow
SPEED, CAPACITY, AND INDUSTRY SHIFT
The industry is evolving quickly. Average order sizes are shrinking. Turn times are tightening. Customers expect faster quotes and faster delivery.
That shift forces hard questions:
- Does every job need to be screen printed?
- What is your true cost per imprint?
- Are you optimizing for craft, speed, or margin?
Marshall emphasizes decision-making frameworks over emotional attachment to equipment. The best method is the one that satisfies the customer, protects your margin, and fits your timeline.
Capacity issues often expose sales issues. If presses are idle, it may not be a production problem. It may be a pipeline problem. Shops must evaluate both sides of the business with equal seriousness.
RELATED: Behind the Scenes of Tour Merch with Angel Juarbe | Shirt Show
FROM TRANSACTIONAL TO PARTNER
One of the most important takeaways from this episode centers around positioning.
Transactional shops chase orders. They compete on price. They react.
Partner shops build relationships. They understand customer goals. They anticipate needs. They become essential.
When customers view you as a partner rather than a vendor, pricing pressure decreases. Loyalty increases. Referrals follow naturally.
Building that level of trust requires listening, proactive communication, and consistency. It requires moving beyond selling shirts and into solving problems.
2026 THINKING
Marshall’s new book, 2026 Thinking, captures insights from 88 industry leaders. The project highlights where shops see the market heading and what adjustments are already underway.
Two themes stand out:
- Lean into what you have been avoiding. Growth usually lives there.
- Shops that think strategically about systems, sales, and positioning will outperform those operating on habit.
The book is free and offers a broad view of how printers, suppliers, and software providers are preparing for what comes next.
KEY TAKEAWAYS
- You cannot improve what you do not measure.
- Consistent systems reduce stress and increase profit.
- Speed is becoming a competitive advantage.
- Knowing your true cost per imprint changes decision making.
- Shops that act as partners build longer, stronger customer relationships.