Marc Adams School of WoodWorking

What Marc Adams School of WoodWorking does

Marc Adams School of Woodworking (MASW) is a private, non-profit educational institution headquartered in Franklin, Indiana, founded by Marc Adams and now operating under a newly appointed Director, Eric Key. The school delivers hands-on craft instruction in woodworking and a broad portfolio of adjacent disciplines, with a curriculum spanning more than 30 categories including carving, turning, joinery, finishing, veneering, blacksmithing, metalwork, glass, leatherwork, upholstery, and digital woodworking. Programming is structured across multiple tiers: weekend workshops (2-3 days) priced at approximately $550-$625, full-week workshops priced at approximately $1,050-$1,175, two-week apprenticeships, and a Higher Education division comprising the Masters Program, Fortune Fellowship, and Lacer Woodturning Fellowship.

The underlying product is in-person instruction delivered by a bench of master craftspeople — many of whom are published authors and industry-recognized experts — supported by on-site lodging (Hotel MASW/LHND, The Maples, The Adams Duplex) and a dedicated Franklin, Indiana facility. Technology is intentionally low-tech at the core: hands-on craft instruction, professional-grade tools, and physical workshop space. Ancillary technology consists of an e-commerce/registration platform, an annual printed brochure, an active website with searchable workshop listings, a podcast slate, and YouTube/social media channels.

The business model is direct-to-consumer and event-driven: students register and pay tuition and material fees per workshop via the school's website, with no resellers or third-party distributors. Revenue streams include workshop tuition, separate material fees ($40-$160 per course), Higher Education program fees, apprenticeship fees, gift certificates, and on-site lodging. The school is affiliated with RCMF, a 501c(3) entity that supports charitable workshop programming. Customer segments are predominantly individual hobbyist woodworkers, with secondary demand from intermediate-to-advanced craftspeople, working professionals, and groups/couples. Marketing is driven by instructor reputation, the annual brochure, podcast appearances, and community referrals rather than paid acquisition.

Name

Marc Adams School of WoodWorking

Legal name

Marc Adams School of Woodworking

Website

https://marcadams.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Marc Adams School of Woodworking is a private, non-profit craft school in Franklin, Indiana offering hands-on weekend and full-week workshops, apprenticeships, and Higher Education fellowships in woodworking and adjacent crafts, serving hobbyists, advanced craftspeople, and professionals.

Ownership category

akta.pro rank

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Workshop Registration Fees: The school generates revenue primarily through tuition fees charged for weekend and full-week workshops. Weekend workshops range from approximately $550-$625, while full-week workshops range from approximately $1,050-$1,175. Additional material fees are charged separately for some courses.
2. Higher Education Programs: Advanced fellowship programs including the Fortune Fellowship, Lacer Woodturning Fellowship, and Masters Program provide structured multi-course educational pathways with specialized curriculum.
3. Apprenticeship Programs: Intensive two-week apprenticeship programs offering comprehensive training in specific woodworking disciplines.
4. Gift Certificates: The school offers gift certificates for workshop registrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Marc Adams School of Woodworking (MASW) is a hands-on woodworking and craft education institution in Franklin, Indiana. It sells weekend workshops (2-3 days), full-week workshops (5 days), two-week apprenticeships, and multi-course higher education fellowship programs (Fortune Fellowship, Lacer Woodturning Fellowship, Masters Program) covering woodworking, turning, carving, joinery, finishing, blacksmithing, glass, leatherwork, and other traditional crafts.

Product overview

Marc Adams School of WoodWorking (MASW) is a traditional woodworking school offering a diverse portfolio of workshop-based educational programs. The core offering consists of Weekend Workshops (2-3 day sessions) and Full Week Workshops (5-day intensives) covering woodworking techniques including carving, turning, joinery, finishing, veneer work, and specialty crafts like glass and metalworking. The school operates a higher education division with credential programs including the Apprenticeship Program (2-week format), Masters Program, Fortune Fellowship, and Lacer Woodturning Fellowship. Additional offerings include Charity Workshops for community causes. The school is located in Franklin, Indiana and features on-site lodging options including Hotel MASW (LHND), The Maples, and The Adams Duplex.

Differentiator

Problem solved

Functional benefit

Products and services

• Weekend Workshops Short-format 2-3 day hands-on workshops covering woodworking and craft topics including blacksmithing, turning, carving, finishing, and specialized techniques. Tuition approximately $550-$625 plus material fees.
• Full Week Workshops Intensive 5-day workshops providing in-depth instruction on advanced woodworking techniques, furniture making, and specialized crafts. Tuition approximately $1,050-$1,175 plus material fees.
• Apprenticeship Program Two-week intensive program providing comprehensive training in furniture making and traditional woodworking techniques under expert instruction.
• Masters Program Advanced higher education program for woodworkers seeking to master specialized techniques and craftsmanship through structured multi-course curriculum.
• Fortune Fellowship Fellowship program within MASW Higher Education focusing on advanced woodworking skills and techniques with specialized curriculum.
• Lacer Woodturning Fellowship Specialized fellowship program dedicated to advanced woodturning techniques and artistic turning.
• Charity Workshops Special workshop events that support charitable causes and community outreach programs.
• Specialty Craft Workshops Workshops covering non-woodworking crafts including glass blowing, blacksmithing, upholstery, leatherwork, and metal fabrication.
• Gift Certificates Gift certificates redeemable for workshop registrations at MASW.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Chippendale International School of Furniture: Independent furniture-making school with intensive full-time programs and short workshops. Overlaps with MASW on multi-week immersive curriculum and hobbyist-to-professional development path.
• Center for Furniture Craftsmanship: Residential woodworking school in Rockport, Maine offering multi-week comprehensive and immersive workshops in furniture making. Directly comparable to MASW as a destination craft school with fellowship/credential tracks serving serious hobbyists and professionals.
• The Krenov School (College of the Redwoods Fine Furniture): Historically significant fine-furniture program tied to James Krenov's teaching philosophy. Closely aligned with MASW's emphasis on traditional craftsmanship, hand tools, and project-based learning.
• Northwest Woodworking Studio: Boutique woodworking school offering multi-day and project-based workshops. Comparable scale and audience to MASW, with similar instructor-led, hands-on delivery model.
• Inside Passage School of Fine Woodworking: Small craft school offering intensive workshops and longer programs in fine woodworking. Comparable to MASW as a hands-on, instructor-led destination school targeting serious hobbyists.
• The Woodwright's School (Roy Underhill): Traditional hand-tool woodworking school founded by PBS 'The Woodwright's Shop' host Roy Underhill. Comparable in curriculum philosophy (hand tools, traditional techniques) and short-format workshop model.

Broad incumbents

• MasterClass: Premium online education platform with craft and making categories. Represents the digitally-scaled, celebrity-instructor-led alternative to MASW's physical workshop model.
• Fine Woodworking / Taunton Press Education: Established woodworking media brand offering paid video instruction, digital plans, and tutorials. Adjacent incumbent competing for the same hobbyist audience through online rather than in-person delivery.

Others

• American Association of Woodturners (AAW): National membership organization supporting woodturning education, symposiums, and chapter workshops. Adjacent ecosystem participant whose events overlap with MASW's woodturning curriculum.
• Woodworkers Guild of America: Woodworking education community offering video plans, classes, and tutorials. Comparable audience but online-only delivery, making it a substitution risk rather than direct competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=BI4mlKZbGE0
• Xx.com/marcadams94

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Marc Adams School of WoodWorking