Most people hear hemp and think one thing.

James Forbes has built two businesses around everything else.

James is the founder of Good Life Growing — a hydroponic urban farm supplying local restaurants across St. Louis — and Tiger Fiber Hemp, a hemp manufacturing company turning one of the most versatile plants on earth into products most people have never considered.

In this episode of Arrows in Motion, we get into the backyard chicken boom that quietly created a $7 billion market, why hemp outperforms plastic, fiberglass, timber, and cement, what it's like to build a business in an industry that was a Class A felony until recently, and what's coming next — acoustic panels, hemp insulation, EV battery casings, and hemp homes built at an affordable price point.

This is an entrepreneurship story about betting on something before the world caught up. And having the patience to let it play out.

🎙️ Arrows in Motion with Scott Heaton
New episode out now. Subscribe wherever you listen.

Episode: Ben Smith | Fitness Friend

What does it take to build a successful personal training business from scratch? In this episode of Arrows in Motion, we sit down with Ben Smith, founder of Fitness Friend, who walked away from the restaurant industry to pursue his passion for fitness — and never looked back. Ben shares how he built a thriving in-home personal training business with no outside funding, growing it from a solo operation into a team of independent contractor trainers serving clients across the St. Louis area. We dig into what it actually means to go full-time as a personal trainer, how to get personal training clients organically through relationships and referrals, and why the mobile personal training model offers a level of personalization that traditional gyms simply can't match. Ben also opens up about his niche in senior fitness and in-home training for older adults — a growing and underserved market. If you're a fitness entrepreneur thinking about starting a personal training business or scaling beyond yourself, this episode is packed with real-world lessons from someone who built it the hard way.

Arrows in Motion

Most podcasts about business and marketing tell you what to think. Arrows in Motion asks better questions.

Hosted by Scott Heaton, Arrows in Motion is a long-form conversation podcast that goes deep with entrepreneurs, executives, and marketing professionals who've built real things — and learned hard lessons along the way. Each episode explores the gap between how success looks from the outside and what it actually takes to get there: the strategy, the grind, the pivots, the moments nobody posts about.

Whether you're a Fortune 500 VP rethinking what career advancement really costs, a small business owner trying to figure out if your marketing agency is actually on your side, or a fitness entrepreneur building something from scratch with nothing but drive — there's a conversation here for you.

For early-career marketers and marketing students trying to break into the industry, Arrows in Motion is the mentorship most people never get access to. Real talk on salary negotiation, building professional confidence, navigating agency culture, and what marketing careers actually look like beyond the job description. No gatekeeping. No fluff.

For experienced professionals, it's a mirror — and a reminder that the smartest people in the room are still asking questions.

New episodes drop on YouTube and all major podcast platforms. Subscribe wherever you listen.

Episoe: Dan Graney | What does it actually mean to stay creative for decades in an industry that keeps changing the tools? In this episode of Arrows in Motion, Scott sits down with Dan Graney — veteran creative copywriter, pop culture enthusiast, and advertising lifer — for a wide-ranging conversation about the craft of copywriting, the reality of agency burnout, and what AI actually means for creative professionals who've been doing this long before the algorithms showed up.
Dan brings a rare perspective: a career spanning the early internet, major brand accounts including PepsiCo, Taco Bell, and Frito-Lay, and now the AI era — and his take is that the tools change but the principles never do. Curiosity, discovery, and the willingness to push past the safe idea are as valuable today as they were when he was pitching concepts on paper.
We dig into his creative brief presentation framework — Iteration, Evolution, Revolution — and why presenting three concepts at different levels of boldness isn't just a client management strategy, it's how you protect the work. Dan also shares why nobody in advertising history has ever fired a creative for being too creative, why clients actually want to feel like they're reining you in, and what happens when you strip clinical language out of a product category no one understands and just speak plainly to the consumer.
For early-career copywriters and marketing students trying to break into advertising, this episode is a masterclass in creative thinking, how to use AI as a collaborative tool without losing your voice, and what a long, honest career in the creative industry actually looks like. No shortcuts. No hacks. Just craft.

Arrows in Motion

Most podcasts about business and marketing tell you what to think. Arrows in Motion asks better questions.

Hosted by Scott Heaton, Arrows in Motion is a long-form conversation podcast that goes deep with entrepreneurs, executives, and marketing professionals who've built real things — and learned hard lessons along the way. Each episode explores the gap between how success looks from the outside and what it actually takes to get there: the strategy, the grind, the pivots, the moments nobody posts about.

Whether you're a Fortune 500 VP rethinking what career advancement really costs, a small business owner trying to figure out if your marketing agency is actually on your side, or a fitness entrepreneur building something from scratch with nothing but drive — there's a conversation here for you.

For early-career marketers and marketing students trying to break into the industry, Arrows in Motion is the mentorship most people never get access to. Real talk on salary negotiation, building professional confidence, navigating agency culture, and what marketing careers actually look like beyond the job description. No gatekeeping. No fluff.

For experienced professionals, it's a mirror — and a reminder that the smartest people in the room are still asking questions.

New episodes drop on YouTube and all major podcast platforms. Subscribe wherever you listen.