Business
In this episode of e-Coffee with Experts, Austin Willman sits down with serial entrepreneur Mike Horn, President at Burgschneider Group, a mastermind in transforming fandom into commerce.
From helping brands like Dungeons & Dragons expand into cosplay and costumes with Burgschneider, to launching immersive fan events and collectibles, Mike shares a 30-year journey at the intersection of licensing, product development, and fandom culture.
They dive into why super fans are the center of the merchandising universe, how niche passions have become global movements, and why authentic brand storytelling wins every time. Mike also discusses market research strategies, IP evaluation, and the future of creativity in a world shaped by AI.
If you’ve ever wondered how brands tap into geek culture and build products fans obsess over — this conversation is a must-listen.
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In this episode, we discuss:
00:00 - 01:00: Introduction
01:00 - 02:35: What fandom means today
02:35 - 04:15: Turning games into products
04:15 - 06:10: Challenges making D&D merch
06:10 - 07:45: Why super fans buy expensive items
07:45 - 09:20: How brands reach super fans
09:20 - 10:40: How fans find new products
10:40 - 12:20: Using fandom to target buyers
12:20 - 14:05: Building new brands people love
14:05 - 15:45: How Mike picks good IPs
15:45 - 17:30: The story of Burgschneider
17:30 - 19:20: Growing the business in the USA
19:20 - 20:50: Starting live fantasy events
20:50 - 22:00: The Middle-earth event story
22:00 - 24:00: Mike’s first LARP experience
24:00 - 26:20: Why real merch matters
26:20 - 28:30: AI and the future of fandom
28:30 - 30:00: The problem with fake merch
30:00 - 31:18: Mike’s thoughts on authenticity
31:18 - 32:29: Where to find Mike + closing
Connect with Mike Horn
https://www.linkedin.com/in/michaelghorn/
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