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Who is Matt Schmitt? Skup Co-Founder Background and Track Record (2026)

If you’re researching Skup and wondering who’s behind the coaching program, you’ve probably come across Matt Schmitt’s name. As co-founder of Skup alongside Devin Zander, Matt leads the coaching calls and teaches the advertising strategies that students use to build their print-on-demand businesses.

Quick Answer

Matt Schmitt is the co-founder of Skup and a print-on-demand expert who has helped hundreds of students build profitable apparel businesses since 2018. He specializes in Facebook and Meta advertising strategy, running the weekly coaching calls where students get direct feedback on their stores, ads, and growth strategies. His teaching approach focuses on data-driven decisions over guesswork.

Matt Schmitt’s Background

Matt didn’t start as a marketing guru. Like many Skup students, he came from a traditional work background before discovering ecommerce. What sets him apart is his systematic approach to print-on-demand—treating it as a real business rather than a get-rich-quick scheme.

His expertise centers on:

• Facebook and Meta advertising — Teaching students how to read data and make profitable ad decisions
• Design research and validation — The “Apparel Cloning System” methodology for finding winning products
• Store optimization — Converting traffic into sales through strategic improvements
• Scaling strategies — Taking stores from first sales to consistent $10K+ months

Matt runs the live coaching calls inside Skup Incubator, where students bring their real stores, ads, and questions for direct feedback. These aren’t pre-recorded webinars—they’re working sessions where Matt analyzes actual student data in real-time.

What Students Say About Matt’s Coaching

The proof is in student results. Here are real outcomes from people working with Matt and the Skup team:

Adam Schneider hit $179,000 in 90 days after implementing Matt’s advertising framework. His record day exceeded $5,000 in sales—numbers that seemed impossible before joining.

Ernso Marcelin went from struggling to get orders to having consistent 5-6 order days in February 2026. His 19 orders in just 3 days came after applying the strategies Matt teaches in the coaching calls.

Audrey Groothuis celebrated her first $200 day in January 2026, followed by landing her first repeat customer the following month—a sign she’s building an actual brand, not just making random sales.

Sean Young reached $10,000 in total sales in February 2026, including a record day of $522. He credits the systematic approach to testing and scaling that Matt emphasizes.

These aren’t cherry-picked success stories. The Skup Incubator student wins channel shows new results daily from members at various stages—first sales, record days, and scaling milestones.

Matt’s Teaching Philosophy

If you’ve watched any Skup content, you’ll notice Matt’s style is different from typical ecommerce gurus. He’s direct, sometimes blunt, and focuses on what actually works rather than what sounds motivational.

Key principles Matt teaches:

Data over emotion. Every decision—from design selection to ad scaling—should be based on numbers, not gut feelings. Matt walks students through how to read their analytics and make logical choices.

Long-term brand building. While many POD courses focus on quick wins, Matt emphasizes building sustainable businesses with repeat customers and recognizable brands.

The fundamentals matter. Matt consistently brings students back to basics: proper avatar research, solid designs that solve problems, and ads that speak to real customer desires.

No shortcuts exist. Matt is upfront that building a profitable store takes work. Students who expect overnight results without effort aren’t a good fit.

What You Get From Matt’s Coaching

Inside Skup Incubator, Matt’s involvement includes:

• Weekly live coaching calls — Bring your questions, ads, and store for direct feedback
• Ad account reviews — Matt analyzes your campaigns and tells you exactly what to fix
• Design feedback — Get eyes on your products before spending money on ads
• Scaling guidance — Learn when to increase budgets and when to pull back
• Community access — Connect with other students getting results

The coaching calls aren’t motivational fluff. They’re working sessions where Matt solves real problems with real data.

Common Questions About Matt Schmitt

Is Matt Schmitt legit?

Yes. Matt has been teaching print-on-demand since 2018 through Skup. The student results—documented in the Incubator community with screenshots and real numbers—demonstrate that his methods work for people who apply them.

What makes Matt different from other POD coaches?

Matt’s approach is methodical and data-focused. He teaches students to make decisions based on metrics, not emotions. He’s also actively involved in daily coaching rather than selling a course and disappearing.

Does Matt still do coaching calls?

Yes. Matt runs live coaching calls for Skup Incubator members. These are interactive sessions, not pre-recorded content.

Can I contact Matt directly?

Skup Incubator members have access to Matt through the coaching calls and community. Public access is through Skup’s free content and the Apparel Cloning System course.

Who Matt’s Coaching Is NOT For

Matt is direct about this: Skup isn’t for everyone. If you’re looking for:

• Get-rich-quick schemes — Building a real business takes months of consistent work
• Done-for-you solutions — You’ll need to do the work yourself with guidance
• Someone to hold your hand constantly — Matt expects students to take initiative
• Overnight results — Most successful students see meaningful results after 3-6 months of effort

If you’re not willing to learn, adapt, and put in work, the coaching won’t help you.

The Bottom Line

Matt Schmitt is the real deal—a hands-on coach who’s helped hundreds of students build profitable print-on-demand businesses. His data-driven approach to Facebook ads and design research has produced documented results ranging from first sales to $100K+ stores.

If you’re serious about building a print-on-demand business and want direct coaching from someone who actually knows what they’re doing, Matt’s involvement in Skup is a major reason students get results.

Start with the Apparel Cloning System to learn the methodology, or explore Skup Incubator if you want direct coaching access.