/ The Studio · Est. 2025

Built by people
inside the culture.

The FNDRY emerged organically. Not from a pitch deck — from two decades inside action sports, creator culture, global events and the brands that shaped them. Operators became consultants because brands kept asking the same question: "How do you actually move culture?"

/ Origin

Forged in two decades of culture.

Not built in a boardroom.

We've launched footwear. Built creator armies. Rolled out e-mobility brands across continents. Put hardware on shelves before TikTok had a name.

Traditional agencies understand marketing. Very few understand culture. The FNDRY was created to bridge that gap — combining strategy, storytelling, momentum and real-world audience psychology into what we call branding alchemy.

We help brands move beyond visibility and into cultural relevance. In modern markets, attention is no longer enough. Momentum is everything.

/ Core Team

Operators · Athletes · Builders.

The people behind the alchemy.

Dakota Schuetz
/ 01Partner

Brand & Sports Innovation

Dakota Schuetz

4× World Champion. Operator. Builder of cultural ecosystems at the intersection of sport, media and emerging mobility.

Dakota Schuetz is a 4x World Champion athlete, entrepreneur, and brand strategist operating at the intersection of culture, media, and emerging industries.

Over the past two decades, Kota has helped build freestyle scootering into a globally recognized sport while developing businesses across media, events, consumer products, experiential marketing, and micro-mobility.

Beginning his entrepreneurial journey at 12, Kota built one of the largest scooter brands in the United States as a teenager — establishing an early reputation for identifying emerging trends and building communities around them.

He is the pioneer of eSC Racing, an electric scooter racing championship designed at the intersection of sport and future mobility, as well as Xplor Media, a premium hospitality-based digital advertising network built through partnerships with Hilton, Accor, and Marriott.

  • Founder of eSC Racing and Xplor Media
  • Partnerships with Hilton, Accor, and Marriott
  • Featured on The Ellen Show, America's Got Talent
  • Recognized by Guinness World Records
Hunter Schuetz
/ 02Partner

Creative & Growth Strategy

Hunter Schuetz

Action sports operator. 17+ years building athlete ecosystems, global events and creator-driven brands.

Hunter is an action sports operator, media strategist, and brand builder with over 17 years of experience developing athlete ecosystems, global events, creator-led brands, and culture-driven communities.

Having spent more than a decade competing internationally at the highest level of professional scootering, Hunter played a foundational role in helping transform the sport from a niche youth activity into a globally recognized professional industry with mainstream commercial relevance.

As Co-Founder of Action Space, Hunter helped produce some of the largest scooter competitions in history — elevating production quality, athlete compensation, sponsorship integration, and global audience reach. His work contributed to setting new standards for how emerging action sports could scale into legitimate entertainment and media properties.

Hunter is also the creator of Prepping for Worlds, a long-form documentary and elite athlete development platform following competitors preparing for world championships. Through this initiative, he has helped train, mentor, and develop multiple world champions while building a scalable performance ecosystem rooted in discipline, storytelling, and longevity.

Beyond sports, Hunter's experience spans creator management, content strategy, merchandise development, live event production, audience monetization, and digital brand growth. He has managed top-tier creators and consumer brands while leading campaigns that have generated over 1B+ social impressions across global platforms.

Throughout his career, Hunter has worked alongside brands including Monster Energy, Vans, Kawasaki, Under Armour, and Hot Wheels — helping activate campaigns, events, athlete partnerships, and audience engagement initiatives across more than 40 countries.

At The FNDRY, Hunter focuses on helping brands build cultural relevance, audience momentum, and long-term community engagement through strategy rooted in real-world experience and modern creator culture.

  • Co-Founder of Action Space
  • Producer of the largest scooter competitions in history
  • Creator of Prepping for Worlds — multiple world champions developed
  • 1B+ social impressions across led campaigns
  • Monster Energy · Vans · Kawasaki · Under Armour · Hot Wheels
Richard Chiang
/ 03Partner

Global Partnerships & Manufacturing

Richard Chiang

30+ years building global manufacturing, IP licensing and international expansion across Asia, North America and emerging markets.

Richard Chiang is an international business operator and growth strategist with over 30 years spanning global manufacturing, consumer products, licensing, partnerships and international market expansion.

As Senior Vice President of 3Nod and CEO of 90+ Group, Richard has helped scale brands through world-class sourcing infrastructure, IP commercialization, retail expansion, and global distribution networks.

Richard is also the owner of the BIG3 League in China, working alongside Ice Cube, Mitch Richmond, and former NBA athletes to expand the league's footprint across Asia.

  • Senior Vice President at 3Nod
  • CEO of 90+ Group
  • Owner of BIG3 League in China
  • Strategic partnerships, production infrastructure, global expansion
Mathew Gillis
/ 04Partner

Business Development & Retail Strategy

Mathew Gillis

20+ years driving business development, retail partnerships, and large-scale commercial operations across North America.

Mathew Gillis is an entrepreneur, operator, and growth strategist with over 20 years of experience spanning business development, organizational leadership, retail partnerships, and large-scale commercial operations across North America.

Throughout his career, Mathew has founded, scaled, and advised companies across multiple industries — working closely with executive leadership teams to drive operational growth, strategic expansion, capital allocation, and long-term market positioning. His experience combines entrepreneurial execution with deep corporate operational expertise, giving him a unique ability to bridge strategy with scalable real-world implementation.

Currently serving as President of Global Operations for Merchandise Development Group, Mathew oversees large-scale operational strategy, retail growth initiatives, and national account development across major consumer markets in both the United States and Canada.

His background includes extensive experience in sales leadership, organizational structuring, business operations, and partnership development, with key relationships spanning some of North America's largest retail chains including Target Corporation, The Home Depot, Lowe's, Dollar General, Canadian Tire, and numerous national retail operators.

Beyond business, Mathew is also a committed philanthropist and advocate for mission-driven companies focused on long-term impact, innovation, and sustainable growth.

At The FNDRY, Mathew brings expertise in commercial strategy, retail expansion, operational scaling, and partnership development — helping brands build the infrastructure and market positioning needed to grow beyond early-stage momentum into scalable businesses.

  • President of Global Operations, Merchandise Development Group
  • 20+ years in business development & retail strategy
  • Target · Home Depot · Lowe's · Dollar General · Canadian Tire
  • Operational scaling, national accounts, partnership development

20+

Brands launched & scaled

70yrs

Combined branding & marketing experience

500+

Operators & creators in network

/ Build with us

Want to see how we'd build your brand?