The Site Shed | Systems, Strategy and Growth for Tradies and Contractors
The Site Shed is a global podcast for tradies and contractors who want clearer systems, stronger strategy, and steadier business growth. Each episode is designed to educate and inform around the topics that matter most in running and scaling a modern trade business.
Hosted by former plumber and digital agency owner Matt Jones, the podcast dives into real-world conversations on marketing, operations, apprenticeships, technology, hiring, leadership, finance, and more, all tailored to the trades and construction industry.
You’ll hear practical insights, honest lessons, and expert perspectives from across the globe.
Whether you work as a tradie, contractor, builder, electrician, landscaper, or run any service-based business, you’ll find ideas and experiences you can put into action straight away.
If you're ready to work smarter, not harder, The Site Shed gives you the tools, frameworks, and viewpoints to help your business move forward with confidence.
The Site Shed | Systems, Strategy and Growth for Tradies and Contractors
Want Better Staff Retention? Consider This Equity Model | ft. Chris Buttenham | Ep. 483
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Most tradie business owners want great staff…
But retaining them long-term is a whole different challenge.
In this episode of The Site Shed Podcast, Matt sits down with Chris Buttenham, founder of Reins, to unpack a smarter way to reward and retain key team members, without giving away control of your business.
They break down phantom equity, profit sharing, and incentive structures that help trade business owners:
✔️ Build loyalty
✔️ Align staff with business growth
✔️ Create real exit options
✔️ Avoid the risks of traditional equity
If you’re struggling to keep good people, thinking about your long-term exit, or want your team to care about the numbers as much as you do, this episode is a must-watch.
KEY CHAPTERS
00:00 – Teaser
02:00 – Meet Chris Buttenham & his contractor background
04:40 – Why exit planning is broken for most tradies
07:05 – Real stories: equity, private equity & staff buy-in
09:40 – What is phantom equity?
12:25 – Phantom equity vs real equity explained
15:15 – Using equity to retain and motivate key staff
18:35 – Vesting, performance rules & protecting the owner
23:45 – Equity vs profit share: what to use and when
28:25 – Transparency, numbers & educating your team
34:05 – How to set this up properly (and keep it simple)
38:55 – Where to learn more & final takeaways
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ABOUT OUR GUEST
Chris Buttenham is the co-founder and CEO of Reins, a platform helping contractors reward and retain key staff through simple, low-risk equity incentives. With roots in a family contracting business and experience in tech and M&A, Chris specialises in making complex equity and exit strategies practical for trade business owners.
CONNECT WITH CHRIS BUTTENHAM
Website: https://www.myreins.com/
Facebook: https://www.facebook.com/myreins
Instagram: https://www.instagram.com/reinstechnologies
LinkedIn: https://www.linkedin.com/company/myreins/
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