My Upholstery Guys
Fort Worth's founding upholstery node. In business since 2011. The kind of shop people drive two hours to reach — because once you've talked to Tony, you understand why.
↗ myupholsteryguys.comThere's a distinction between a technician and an artist that most service businesses never have to navigate. A technician's work is objectively complete when the standard is met — the panel is welded or it isn't, the car is clean or it isn't. An artist's work is complete when the vision is realized. The problem is the vision often isn't fully formed when the customer calls.
When you call My Upholstery Guys, Nabeel answers. One of the first questions he asks is whether you already know exactly what you want — or whether you need to talk to someone about ideas. If you want to talk ideas, he connects you to his father.
Tony H. is an upholstery aficionado. He lives and breathes custom interior design — decades of it. When a customer has an incomplete vision, the kind where they know they want something different but can't quite describe it, Tony takes what they can articulate and describes it back to them over the phone — how it would look, what material, what stitching, what it feels like to be in it — in enough detail that the customer can actually visualize the result before they've set foot in the shop.
That's not a sales technique. It's what happens when someone has spent enough years inside a craft that they can teach you to see what they see. You can identify a true master by their ability to make what they do understandable to someone who knows nothing about it. Tony is the definition of this. He always invites you in to see the materials and the previous work — but the conversation that happens before you walk through the door is why people decide to make the drive.
And people make the drive. One reviewed customer came from two hours away. James Steed drove out for a convertible top job and walked in to find Maseratis being worked on in the bays. The Eldorados, the '76 Carreras, the Porsches — none of that is in MUG's marketing. It's what shows up because the reputation moves through communities faster than any paid channel.
The other thing you notice about the operation is Tony's involvement in every job. Most shop owners fall into one of two patterns: the owner who micromanages every detail and can't let go, or the owner who delegates completely and trusts the outcome entirely to the team. Tony has found the third position. He trusts his technicians. But he also understands that his creative mind is the reason people chose My Upholstery Guys in the first place. Not being involved in the work would not be a vote of confidence in his team — it would be a disservice to the clients who came specifically for what he brings to the project.
What this shop is building toward is clear: repairs are local, but true custom upholstery work — the kind of work people will travel for — is about finding the right craftsman, not the closest one. My Upholstery Guys is positioning itself as that craftsman for DFW and, through the motorcycle seat program, for the national market. A bigger facility is already being sought. The current one is too small for the volume they're producing.
"No one drives two hours for a detail. People drive two hours because of the conversation they had with Tony — and what he showed them was possible."
From Auto Seats
To Restaurant Booths
To Motorcycle Saddles.
Eight service categories. One fixed shop at 6925 E Lancaster Ave, Fort Worth. The breadth is unusual. The craftsman standard across all of it is not.
Seat repair and restoration, leather repair, headliner, door panels, carpet replacement. Cars, trucks, SUVs. Custom builds and OEM replacement.
View service →Convertible top repair and full replacement. Six documented reviews — 20% of all reviews on file. Any make, any top type.
View service →Custom fabrication, two-tone stitching, material selection, pan repair, backrest upholstery. The bespoke craftsman lane that Corbin and Sargent don't occupy.
View service →Pontoon and boat interior upholstery in marine-grade vinyl — UV and mildew resistant. Built for Texas lake season and beyond.
View service →Restaurant booth and banquette reupholstery, waiting area seating, commercial chair repair. B2B accounts that return for entire spaces.
View service →Sofas, chairs, ottomans, antique furniture restoration. Foam replacement, frame and spring repair, fabric selection consultation. Restore instead of replace — often 50–90% savings.
View service →Motorhome and camper cushions, seating, and interior surfaces. Road-durable materials that handle Texas heat and long-haul use.
View service →Sunroof leak diagnosis, headliner water damage repair, and sunroof mechanism service. Two Porsche Panamera OEM headliner replacements documented in single-day turnaround.
View service →All work priced by consultation. Free quote at myupholsteryguys.com or call (817) 623-0589.
One Customer.
One Bike Rally.
Fifty Conversations.
R. Cornell had a stock motorcycle seat that made long rides a punishment. My Upholstery Guys rebuilt it — not just for comfort, but into something that looked the part. Cornell went to a motorcycle rally. Fifty people approached unprompted, asking about the seat.
That review was the biggest signal Osiris had seen since starting the MUG engagement that upholstery isn't like most trade services. The best electrician in the country and the best electrician in a mid-size market will both change your breaker panel — and the result is the same. Upholstery doesn't work that way. The customer often doesn't know what they want. Two different shops will give them two different answers. The answer is subjective by definition.
Motorcyclists are a culture crowd. Word travels fast and they're loyal. When someone's work shows up at a rally and fifty people ask where it came from, that's not a review — it's a distribution channel.
Corbin and Sargent produce product lines. They don't produce this. The bespoke craftsman lane for motorcycle seats is open in the national market. My Upholstery Guys is building toward it — actively seeking a larger facility and formalizing the program.
What The Trajectory
Looks Like Right Now.
MUG's engagement with Osiris is newer than MDG's. The CRM and review automation went live in March 2026 — three months of data. Here's what that window shows.
In three months since review automation launched. Before the ask process, only unprompted customers left reviews.
Was 4.2 when the CRM went live in March 2026. The score didn't reflect the quality — it reflected who was leaving reviews.
Suite B at 6925 E Lancaster is too small for current production volume. Actively seeking a larger facility — the next step in the trajectory.
My Upholstery Guys had a rougher review history than MDG in the early years — not because of quality, but because they weren't consistently asking. Without a systematic process, the only customers who left reviews unprompted were the unhappy ones. The satisfied majority left and said nothing. The 4.2 rating at the start of the CRM engagement was a data artifact — a record of who remembered to leave reviews, not a record of the work. Thirty new reviews in three months and a rating climb to 4.4 is the automation closing that gap. The quality was always there.
What Changed.
What's Still Being Built.
What It's Producing.
MUG's infrastructure engagement has a different shape than MDG's. The website, SEO, and AI receptionist were deployed first. The full GHL CRM — with review automation and the complete automation stack — came online in March 2026. These numbers are three months of data, not eight. The compounding hasn't started yet.
Cojilio replaced with GoHighLevel. Review request automation, AI receptionist, booking confirmation sequences. The first two months of the engagement ran website and SEO only — CRM came in month three.
Live 24/7. Handles pricing inquiries, service questions, booking requests, and after-hours contacts. An upholstery shop has longer decision cycles than a detailing shop — the AI handles the consultation-initiating questions that would otherwise go unanswered.
Single-ask, post-completion. Consistent across every job. Before Osiris: no systematic ask, rating shaped by who remembered unprompted. After: 30 reviews in three months, 4.2 → 4.4. The quality was already there.
One post per week via VA-executed Claude workflow. Every post follows the same architecture: problem → repair vs. replace options → cost factors → timeline → material selection → DFW-specific CTA. Covers all eight service categories — starting to rank for long-tail terms in each.
Automotive, commercial, residential, marine, RV, motorcycle seat, convertible top, sunroof. Each page built around specific commercial search intent — not a service description, a demand-capture architecture.
Fibrenew currently wins "car leather repair Fort Worth" in organic search. Fibrenew's model: surface-only repair — patch, dye, reglue. MUG's model: full material replacement. Structurally different outcome. A dedicated page at /fort-worth/car-leather-repair is in the build queue.
Car leather seat repair (Fibrenew displacement), restaurant booth reupholstery (B2B commercial — no dedicated DFW page anywhere), and pontoon seat upholstery (Texas lake season demand). All three represent segments MUG already serves with no SEO real estate to capture the search.
Osiris has pitched the mail-in motorcycle seat strategy anchored to the R. Cornell review and the rally demand signal. Requirements: systematic portfolio documentation, formalized mail-in intake, deliberate positioning as a national craftsman brand. Program not yet launched — represents the highest-ceiling expansion in the MUG catalog.
Auto, marine, motorcycle, commercial, residential, RV, convertible top, sunroof. Free quote. In-shop at 6925 E Lancaster Ave, Suite B, Fort Worth. Mon–Fri 7–5, Sat 7–4. Call (817) 623-0589.
Visit myupholsteryguys.com →30 reviews in three months. Rating climbing from 4.2 to 4.4. A shop that has outgrown its current space. A national program positioning itself. The infrastructure is three months old. The compounding hasn't started yet.
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