Michael Magnus is an educator, media producer, and marketing professional whose work has focused on documenting, preserving, and expanding access to leathercraft education. He is best known for his behind-the-scenes role in producing instructional video libraries, written resources, and digital platforms that have introduced new makers to leatherwork while preserving the techniques and knowledge of established artisans. Through long-term collaborations with leather artists, manufacturers, and industry organizations, Magnus has helped bridge traditional craft practices with modern media and distribution channels.
Early life and education
Michael Magnus was born in Arlington, Texas, in 1984. He developed an early interest in storytelling through participation in youth theatre, which later shaped his work in communication and media production. As his interests shifted toward technical theatre, he became increasingly involved in set construction and production work, leading to an early career in film and television.
Magnus worked on a range of productions, including Friday Night Lights, Prison Break, and the reality television series Cheaters. In his twenties, he lived abroad for a year in Cebu, Philippines, where he worked as an Art Director for Bigfoot Studios.
After more than a decade in the film industry, Magnus returned to school to complete an undergraduate degree in Public Relations and Broadcast at the University of Texas at Arlington. While there, he worked in an administrative role at the Creative Arts Theatre and School (CATS), where he had attended classes as a kid.
The theatre's title sponsor that year was Tandy Leather, whose CEO had several children who were either currently attending or alumni of the organization. This connection led to Magnus being recruited to join the Tandy Leather team upon graduation, where he served as the company's inaugural Social Media Manager.
Career
Entry into Leathercraft
It wasn't until then that Magnus learned about his family's legacy with the Tandy Leather brand. Michael's grandfather, Werner Magnus, founded the Cleveland Crafts Co. in the mid-1950s. The handicraft supply chain grew to 5 locations and was acquired by the Tandy Corporation in 1961 as part of their efforts to expand into the broader "craft and hobby" retail ecosystem.
This acquisition is how Michael's father, Andrew Magnus, ended up moving to Fort Worth in the early 1960s. One of his first jobs was sweeping floors at the inaugural Tandy Town concept launched by the Tandy Corporation.
Michael Magnus worked for the marketing department of Tandy Leather for several years. During that time, he collaborated on a number of projects with then Advertising Manager Jim Linnell and video content producer George Hurst.
The team produced several educational series, including a 13-part Learning Leathercraft series, shot and edited by Magnus. Although he worked primarily behind the scenes, he was not exempt from filming content himself. When he asked George Hurst to teach him leathercraft, Hurst replied, "Sure! But you have to let me film it." What resulted was a series of beginner craft videos shot by Hurst.
Career Shift into Education
While working full time at Tandy Leather, Magnus pursued a master’s degree in Communication at the University of Texas at Arlington. After completing his coursework, he joined the university as a full-time lecturer in the Advertising program.
There were four days between Magnus's last day at Tandy Leather and teaching his first class. George Hurst shared a piece of sage-like advice that stuck with him: "As long as you are one day ahead of the student, you are the expert."
Magnus taught Advertising at UTA for three years. He was highly regarded by students for his engaging, experience-based teaching style, with many praising his ability to make classes enjoyable, provide meaningful feedback, and help students apply lessons beyond the textbook. While in this role, he mentored the student chapter of the American Advertising Federation and encouraged them to participate in the National Student Advertising Competition (NSAC) for the first time in over a decade.
Based on this experience with NSAC, Magnus left UTA when he was offered the opportunity to teach Advertising at Texas Christian University. Magnus taught in the Strategic Communication department at TCU, where students consistently rated him highly for his humorous and supportive teaching approach.
Significant Leather Industry Collaborations
Shortly after leaving Tandy Leather, Jim Linnell retired, and the two co-founded ElktracksStudio.com, an online e-learning platform for leathercraft. Over an eight-year period, he moderated, produced, and edited more than 200 instructional leathercraft videos for the platform, including collaborations with Annie Libertini, Brandon Corral, Jurgen Volbach, Ed LaBarre, Kathy Flanagan, Daniel Reach, and Sheryl Katzke.
Elktracks Studio later acquired the rights to the Hidecrafter Video series from Silver Creek Leather. Magnus oversaw the digitization and editing of the archive, which included legacy instructional content featuring figures such as Robb Barr, George Hurst, and Chan Geer.
In parallel with his teaching career, Magnus founded Magnus Opus, an advertising and consulting agency. While serving clients across multiple industries, the agency maintained a specialization in leathercraft-related projects.
His collaborations have connected him with many of the most respected figures and companies in the leathercraft world. These have included serving in an interim marketing role for Silver Creek Leather/Realeather, rebuilding the website for Herman Oak Leather, publicity for Tandy Leather, writing content for the Leather Crafter's Journal, helping launch the Cowboy Trades Association.
Magnus also authored a 36-issue recurring column, The Magnus Marketing Minute, published in ShopTalk! magazine (now Ilume), focused on business and marketing topics for leatherworkers.
In May of 2025, Magnus and Odin Clack launched the Beyond the Workbench podcast, featuring interviews and discussions on entrepreneurship and small-business advice for the leatherworking community.
In 2026, Magnus launched LearnLeathercraft.com as a distribution platform for leather artists to make residual income from their recorded workshops and printable pattern packs.
Personal Information
Magnus lives in Fort Worth, TX, with his spouse, Rebecca Magnus, who has very patiently supported his many creative and professional projects. Their two children both dabble in leatherwork and are credited as the two youngest authors in the Leather Crafter Journal's history for their contribution of multiple "kid craft" articles. The family also manages the youth-led 501(c)(3) organization, Pictures Helping People.
Service & Recognition
Magnus has served in leadership and advisory roles for several nonprofit organizations. He is a founding member of Pictures Helping People and the Leather Arts Council and he leads scholarship initiatives associated with the Al & Ann Stohlman Award Foundation.
Earlier in his career, Magnus served two terms as President of the Fort Worth chapter of the American Advertising Federation. During his tenure, the chapter received both national and regional recognition for organizational leadership and programming.
Magnus contributions have been recognized with several industry awards, including being named one of Arlington's 40 Under 40 in 2024 and earning an Award of Achievement for the Best Use of AI from the Fort Worth Chapter of the Public Relations Society of America.
Video & Media Highlights
Michael Magnus demonstrates how to sew leather with minimal tools for The Art of Manliness:
Michael Magnus discusses the relationship between publicity and search engine optimization on the podcast SEO is Dead (and Other Lies):
Additional Resources:
Beyond the Workbench Podcast – Co‑hosted by Magnus and Odin Clack, focused on leathercraft and entrepreneurship.
What is Michael Magnus best known for in leathercraft? He is best known for producing and preserving educational leathercraft media, including instructional video libraries and digital learning platforms.
Is Michael Magnus a leather artist? Magnus is not primarily known as a practicing leather artist. His contributions center on education, media production, and industry support.
What is Elktracks Studio? Elktracks Studio is an online leathercraft education platform co-founded by Michael Magnus and Jim Linnell that hosts instructional videos from a wide range of artists.
What is LearnLeathercraft.com? LearnLeathercraft.com is a digital platform launched in 2026 to distribute recorded workshops and printable patterns created by leather artists.
Has Michael Magnus published instructional content? Yes. He has produced and edited hundreds of instructional videos and has written educational and business-focused content for leathercraft publications.
Magnus Opus, Elktracks Studio, and LearnLeathercraft.com project records.
Article Attribution
Written By: Michael Magnus
Contributions By:
Edited By: Michael Magnus
Want to add something or see something that needs correcting? Our goal is to have a complete and accurate resource for the industry. Please reach out to us via our Contact page and share any additional information that would be helpful.
