For guitar builders who’d rather be building than stuck behind a laptop.

Luthier Launch was created for builders like you—people who live to create guitars, not websites. If you’ve ever struggled with getting your instruments seen, heard, or sold online, you’re not alone—and you’re exactly who we’re here to help.

Luthier Launch is run by Shane Speal, widely known as The King of the Cigar Box Guitar. With over 45,000 subscribers on YouTube and a quarter million followers across social media, Speal has spent decades building a passionate following around handmade instruments. He’s also the creative force behind successful marketing campaigns for brands like C. B. Gitty Crafter Supply, Musicvox Guitars, and Waterstone Guitars, as well as countless independent luthiers.

We know what it takes to sell guitars online because we’ve done it—over and over again.

What We Do:

• Build websites that sell guitars (not just show them off)

• Create demo videos that highlight both the tone and beauty of your instruments

• Share insider tips for getting into juried craft shows and how to run a successful booth

• Help you tell your story in a way that connects with buyers and fans

These aren’t theories. They’re hard-won lessons from 30+ years in the trenches of instrument building, sales, and grassroots marketing. Our approach combines visual design with storytelling, all aimed at making your work irresistible to customers.

If you’re ready to take your luthiery to the next level—without spending hours trying to figure out how to do it all yourself—Luthier Launch is your shortcut to getting there.