Back in 1991, while still in college at UW‑Stout in Menomonie, WI, Lori and I kicked off what would eventually become The MacGuys+—a journey that began with typing papers, making resumes, and supporting the student news paper’s (The Stoutonia) Macintosh lab,. Even then, my background in graphic arts and business laid the groundwork for a unique blend of creativity and technical savvy that resonated with designers, marketers, and creative professionals.
In those early days, we were known simply as Sideline Design—a name that evolved along with the explosive rise of Apple and the Macintosh. By 1997, as my consulting chops sharpened and our client list grew, we rebranded to Sideline Design and Consulting. Then in 1999, recognizing the need for more hands on deck, In 1999 I joined forces with John to form Xponential Technology Group, LLC, our official name still today. We served big names like Holiday Station Stores and Gander Mountain, and we tackled FileMaker projects and onsite customer support projects providing on-site support, weekly support visits, and contracted ongoing support for these clients.
As Apple revolutionized tech—with the iPod dominating early‑2000s music, the iPhone debuting on June 29, 2007, and the iPad launching on April 3, 2010—the landscape was rapidly shifting. And when Steve Jobs passed away in 2011, it was a stark reminder of how quickly things change in our industry.
After John transitioned back to academia, I leaned fully into my passion for Apple. In about 2002, I revived my original moniker and officially started working under The MacGuys+ DBA. Throughout every twist and turn, Lori—who started this journey with me and is now my wife—has been by my side, providing unwavering support.
Our local roots deepened as we made connections throughout Western Wisconsin and the Minneapolis area, along with its surrounding suburbs becoming known for our Mac support niche. In 2011, a PC partner in Hugo, MN invited us to showcase our work on a building sign, and by 2012, our partnership with Chips in Plymouth allowed us to expand into on‑site services and Mac hardware repairs in a shared office space. In 2014, we opened our own storefront in Plymouth, riding a steady growth wave until shifts in Apple’s hardware focus—and COVID nudged us to pivot.
Tough challenges came with COVID. In 2020, I made the hard call to close the St. Louis Park location we had moved into from our Plymouth location, streamline operations, and refocus on remote support for businesses leveraging Apple technology. I almost tossed in the towel—how could we continue to support clients when we couldn’t even get in the front door? That’s when I decided to forge ahead and transform the business into a fully Mac‑based MSP. We started offering monthly services delivered entirely remotely, leveraging our Mac-focused MDM tools and rapidly advancing remote technologies. This model not only worked great during COVID, but as we emerged, we gradually resumed on‑site visits and discovered an entirely new market: clients with remote teams, people working from home, and hybrid companies scattered across the nation. Our evolved hybrid model has proven to be a winning formula.
Today we serve clients across the US using out remote support systems and Apple focused approach. Whether you are a small solo professional working from home, a home business, or a 25-person design firm with your team all scattered across the country we are here to support your shift to remote work. We also have all the tools you need to help you with all the compliance reequipments such as PCI and HIPAA, delivering the training and tools you need to to stay up to date no matter where you’re working from.
Over these years, the business wasn’t just about tech—it was a family affair. My two boys grew up right in the shop, learning firsthand the ins and outs of tech support and marketing. Countless evenings found our kitchen table and living room transformed into makeshift workstations, with envelopes, flyers, and postcards piled high as we prepped mailings for our cherished clients. The MacGuys+ has always been part of our family, just as our clients have become part of our extended family.
And speaking of family, I’ve been fortunate to be part of an amazing community of Apple admins across the globe. From the early Mac Tech Conferences to the ACEs and MacAdmins conferences, I’ve built relationships with colleagues through weekly podcasts, vibrant Slack channels, and meetups in cities all over the country and beyond. These folks have been a vital resource, collaborators, and friends over the years—we couldn’t do it all without them.
Today, our story isn’t just about tech support—it’s a blend of art, technology, and community. With deep local connections spanning from UW‑Stout in Menomonie and UW-River Falls in River Falls to vibrant communities across Western Wisconsin, Minneapolis, and its suburbs, our journey has taken us to incredible heights. We’ve supported the Super Bowl halftime show team, worked with several MN Vikings, teamed up with industry giants like 3M, and served some of the most dynamic companies in the Twin Cities and beyond.
At The MacGuys+, we’re more than just a Mac tech support shop—we’re a testament to a journey that’s as personal as it is professional. Every new day in tech is an adventure, and we’re here to help our clients not just keep up, but thrive in this ever‑changing world of security and technology.
