Main Stage
Edwin Shoffner
President & CEO
Edwin Shoffner is the President and CEO of Mattress By Appointment, where he leads the vision, strategy, and growth of the company nationwide. With decades of experience in business development and entrepreneurship, Edwin founded Mattress By Appointment with a mission to provide aspiring business owners an affordable, flexible path to ownership while delivering quality products to customers at unbeatable value.
Under his leadership, Mattress By Appointment has expanded into a network of independent dealers across the United States, empowering thousands of entrepreneurs to achieve financial independence through a proven low-overhead business model. Edwin is deeply committed to dealer success, providing ongoing training, resources, and support that help owners thrive in their local communities.
Outside of work, Edwin enjoys spending time with his wife and daughters.
Leslie Crickman
Chief Financial Officer
Leslie Crickman is the Chief Financial Officer of Mattress by Appointment. In addition to managing the Corporate finances, Leslie has expanded her role to include management of dealer portal maintenance and development as well as dealer support oversight. Leslie truly enjoys bookkeeping and coming up with tools that simplify the experience for small business owners.
Outside of work, Leslie is a busy mom of two two-legged and three four-legged boys. If Leslie had a tagline, it would be: “I’m just trying to do my best, but sometimes that’s too much.”
View Leslie’s Breakout Sessions
Keith Mackey
Chief Sales Officer & Mentor
Keith Mackey is the Chief Sales Officer of Mattress By Appointment, where he leads national sales strategy, dealer development, and New Dealer Business Development initiatives. With deep expertise in franchising / licensing, performance analytics, and territory management, Keith plays a pivotal role in driving operational excellence and helping independent dealers maximize profitability.
Known for his data-driven approach, Keith manages and monitors key metrics to track network performance so as to assist the business development team, mentors and coaches in growing the MBA brand and business. He is also a key leader in planning and executing the annual Mattress By Appointment National Meeting, bringing dealers and suppliers together for high-impact training and collaboration.
Beyond his professional role, Keith is passionate about leadership, continuous learning, and creating environments where entrepreneurs can thrive. Outside of work, he enjoys boating, travel, fine dining, and cheering on the Tennessee Volunteers.
View Keith’s Breakout Sessions
Mike LeMoine
Lubbock, TX Dealer
Mike LeMoine is a leading expert on local business marketing, direct response strategies, and clear messaging. A former firefighter and paramedic turned entrepreneur, he built a nationally recognized digital marketing company, became an Amazon best-selling author, and has spoken across the country helping business owners attract more customers and make more money through smart, proven marketing.
As a Certified StoryBrand Guide, Mike uses the same framework behind blockbuster movies to help companies clarify their message and create marketing that actually works.
Alongside his wife Lori, Mike has brought that expertise to Mattress By Appointment. In just three years, they’ve grown their MBA business to the million-dollar order level, making them one of the top-performing MBA dealers nationwide. Mike not only applies his marketing and sales knowledge to grow their own thriving business but also helps fellow dealers strengthen their operations and achieve greater success.
When he’s not helping businesses grow, Mike is a proud husband and dad of four who believes that small business ownership is one of the greatest paths to freedom and impact.
Brad Zude
Davenport, IA Dealer & Mentor
Brad has been a Mattress By Appointment store owner for almost five years, working closely with corporate to recruit new store owners through social media. Over that time, he’s created more than 800 pieces of content for Mattress By Appointment, generating over 100 million organic views online. His efforts have not only helped grow his own business but also supported the brand nationwide through creative outreach and marketing.
Outside of the mattress business, Brad’s life is full with his 10 kids, church involvement, and creating content for fun. His entrepreneurial drive blends with his personal passions, making him a unique voice in both business and family life.
Breakout Sessions
Jeremy Barbe
Mentor
Jeremy Barbe is a dedicated small business owner and mentor with a passion for helping others succeed. For over six years, he has run Jeremy’s Mattress By Appointment in Murray, Utah, generating more than $450,000 in sales annually as a single-location operator. His business success has led him to serve as a national mentor for Mattress By Appointment dealers across the country, where he coaches peers on financing best practices, branding, and building customer confidence.
Before entering the mattress industry, Jeremy spent 26 years as a professional umpire and collegiate/high school official in baseball, basketball, and football. The lessons of discipline, consistency, and leadership he developed on the field now shape his entrepreneurial approach.
Outside of business, Jeremy and his wife Cathi have shared 23 years of marriage while raising three children. Together, they enjoy fishing, camping, golf, pickleball, and traveling to Indiana to spend time with their grandchildren.
View Jeremy’s Breakout Sessions
Joe Ceres
Winterville, NC Dealer & Coach
Joe Ceres is an entrepreneur and community leader with a passion for helping people live better through quality sleep and great coffee. He owns and operates both a successful mattress store and a thriving coffee shop, blending customer-focused service with a drive to build businesses that make a meaningful impact in people’s lives.
Deeply committed to his community, Joe regularly supports local families by donating mattresses and resources when needs arise. His leadership is guided by service, innovation, and a dedication to lifting others, which has made him a trusted partner and motivator among his peers.
Outside of work, Joe enjoys spending time with his wife and three children, cheering on his daughter in wrestling, staying active at the gym, exploring new restaurants, and fishing whenever he gets the chance.
Abby Cogley
Aberdeen, SD Dealer
Abby Cogley began her entrepreneurial journey with Mattress By Appointment in Aberdeen, South Dakota back in early 2017. In addition to running her own store, she works with corporate to recruit, mentor, and support new store owners through social media, sharing the opportunity with entrepreneurs across the country. Over the years, Abby has created hundreds of pieces of content focused on business ownership, grassroots marketing, and the Mattress By Appointment model—helping grow both her local business and the brand nationwide.
Outside of the mattress business, Abby is a wife and mother of six, actively involved in her faith and family life while also owning additional small businesses in her community. Her ability to balance entrepreneurship, motherhood, and community connection has made her a relatable and inspiring voice for others looking to build a business without sacrificing what matters most.
Sarah Collins
Social Media Manager
Sarah Collins is the Social Media Manager at Mattress By Appointment, where she helps shape nationwide marketing strategies, brand storytelling, and digital engagement. She leads efforts to strengthen Mattress By Appointment’s online presence, expand dealer recruitment, and develop campaigns that connect customers with local store owners.
In addition to overseeing company-wide initiatives, Sarah is the first point of contact for social media IT support, assisting dealers with troubleshooting, platform management, and best practices to improve their visibility and performance. Her background in journalism, corporate communications, and digital marketing gives her a unique ability to simplify complex platforms and equip dealers with tools that fuel business growth.
Passionate about helping entrepreneurs succeed, Sarah plays an active role in supporting Mattress By Appointment’s national events and training efforts. Outside of work, she enjoys spending time with her animals, gardening, hiking, yoga, and exploring new places.
View Sarah’s Breakout Sessions
Nick Dantonio
Warsaw, NY Dealer & Coach
Nick Dantonio is a Store Owner and Business Development Coach at Mattress By Appointment, where he combines hands-on retail experience with relational coaching to help independent dealers grow their businesses. He balances running his own store with mentoring dealers nationwide, equipping them with practical tools, strategies, and encouragement to achieve long-term success.
With a coaching style rooted in building strong relationships, Nick focuses on refining sales processes, strengthening confidence, and guiding dealers toward measurable results. His dual perspective as both an operator and coach gives him unique insight into the challenges and opportunities of entrepreneurship.
Passionate about helping others thrive, Nick also brings creativity and energy from his life outside of business, where he enjoys traveling, performing as a musician, and exploring new experiences.
Katie Hein
Director of Dealer Development & Cedar Falls, IA Dealer
I’m “Katie the Mattress Lady” — mom of five, MBA dealer, and Director of Dealer Development. I’ve owned my own Mattress By Appointment location for over six years, consistently ranked in the Top 20 nationwide.
Alongside running my store, I work with dealers across the country to train, coach, and develop systems that drive lasting success. My passion is simple: helping entrepreneurs win in business while keeping life in balance.
View Katie’s Breakout Sessions
Steve Huggins
Be Found, Founder
Steven Huggins is the founder of Be Found and a long-time Mattress By Appointment dealer with over 9 years of experience in the business, including 4+ years mentoring and working closely with dealers across the country.
He specializes in helping dealers build simple, repeatable systems to generate leads, book appointments, and increase sales—primarily through Facebook Ads, Marketplace, and automated follow-up using Go High Level.
Today, Steven works with 120+ dealers nationwide, helping them turn inconsistent results into predictable growth by focusing on what actually drives revenue: better lead flow, stronger follow-up, and systems that work together.
View Steve’s Breakout Sessions
David Linares
Odessa, TX Dealer
David Linares, owner of Mattress By Appointment Odessa, Texas, has built a trusted business by connecting with a large Hispanic customer base and creating an authentic bridge for families who often felt underserved. Together with his wife Adriany, he’s earned over 800 five-star Google reviews in under two years by focusing on genuine bilingual service and cultural connection.
David developed a practical system for marketing, communication, and sales that bridges the language gap and builds trust quickly. At this year’s conference, he will show how those strategies can be applied by any dealer — even those who don’t speak Spanish — to better serve Hispanic families in their own communities and grow their business with confidence.
View David’s Breakout Sessions
Jeb McConnell
Victor, NY Dealer
Jeb McConnell lives in upstate New York, just outside of Rochester, and currently runs Mattress by Appointment – Victor. His career as an MBA dealer started in November 2020 as a side gig that quickly turned full time in March of 2021 when he lost his state job during covid after being a wildlife biologist for 12 years.
He’s had the honor of being a top 50 dealer all 5 years of his time with MBA and has always had a passion for helping dealers before taking on this role as an official business coach.
Jeb was also a professional wedding photographer on the weekend, so he’s no stranger to running a successful business from scratch!
Nick Rolland
Muscatine, IA Dealer & Mentor
Nick Rolland is a Mattress By Appointment store owner and mentor, where he combines entrepreneurial drive with a passion for helping people. As a leader, Nick has built his business on trust, customer care, and results, while also serving as a mentor to fellow dealers across the country.
Dedicated to helping others succeed, he shares insights on business growth, leadership, and creating opportunities through the Mattress By Appointment model. His commitment to mentorship and collaboration has made him a respected voice in the dealer network and a trusted guide for new entrepreneurs.
Outside of work, Nick values his family—his wife, nine children, and ten grandchildren—and serves as a pastor in his local Christian church.
Tim Schuman
Washington, NC Dealer & Mentor
Timothy Schuman is a dedicated entrepreneur and owner of Mattress By Appointment in Washington, North Carolina. With a strong focus on community relationships, customer service, and creative grassroots marketing, he has built his store into a trusted destination for quality sleep solutions.
In addition to leading his mattress business, Timothy also owns a supplement shop and brings his passion for health and fitness into both industries. He believes success is built on discipline, structure, and intentional decision-making—values he applies daily in business and life.
Outside of his entrepreneurial work, Timothy has been married for 25 years and is the proud father of eight children. His story reflects his commitment to faith, family, and helping others live healthier, better-rested lives.