St Louis entrepreneur connects his LHM and Polar Express background with a family inspired venture in collecting

ST. LOUIS, Oct. 31, 2026 /PRNewswire-PRWeb/ -- Tom Lyons, whose hospitality career included Lodging Hospitality Management and helping develop and implement The Polar Express Train Ride at St. Louis Union Station, is bringing more than three decades of pricing experience to a different market: collectibles. Through Lyons Cards and Living on the Edge, his podcast and roadshow, Lyons is teaching collectors to look beyond a recent sale and consider demand, timing, presentation and selling channels.

The St. Louis entrepreneur credits Bob O'Loughlin, his longtime mentor, with helping shape his approach to business. His work at LHM connected revenue strategy with hotel stays, ticket sales and family experiences. Today, he also leads Journey Psyche, the psychiatry and virtual-care company he founded, while developing Lyons Cards with his son, Connor.

The venture began with a father and son sharing a hobby during a difficult period. Connor lived with hard-to-manage type 1 diabetes, and Tom recalls card-show visits sometimes ending after about 20 minutes because his son needed to leave. Collecting remained something they could enjoy together.

Connor subsequently participated in an islet-cell transplant clinical trial at the University of Chicago and achieved insulin independence following treatment. Breakthrough T1D, which supported the research, has featured his story. For the Lyons family, the experience gave their time together in the hobby added meaning.

Tom describes a turning point at the National Sports Collectors Convention that summer: cards he believed were directly comparable were offered hundreds of dollars apart, sometimes by $800 or $900. The differences prompted him to investigate what explained the prices and what collectors could learn from the revenue-management discipline he knew.

A practical approach to collectible pricing

"Connor brought me into the hobby. Pricing made me look closer," said Lyons. "I saw what appeared to be the same card offered at very different prices, and I wanted to understand why. That question became the foundation for what we are teaching."

Lyons sees an opportunity to make a revenue-management process more accessible to collectors alongside existing pricing tools. That process starts with identifying the exact item and evaluating relevant completed sales, then considers competing supply, buyer demand, condition, selling format, fees and the owner's goals. It asks when holding is reasonable, when selling deserves consideration and which channel fits the item.

"A price guide can help you understand what sold. A revenue-management process helps you think through what to do next," Lyons said. "My goal is to share what I have learned, keep learning from people in the hobby and help collectors make more informed decisions about the money they put in and the money they keep."

Living on the Edge includes a roadshow visiting card shops and shows for conversations with owners, dealers and collectors. Its sit-down podcast and video discussions examine pricing, products and the business behind the hobby. Companion blogs, hobby-box guides and Lyons Market Lab articles give viewers material they can revisit and apply to their own collections.

Lyons previously served as Vice President of Sales and Revenue at LHM and later as Chief Revenue Officer at Casago. His work developing the Union Station Polar Express experience received HSMAI recognition, and he has discussed hospitality and vacation-rental revenue strategy in media interviews and industry programs. He credits that experience with teaching him to connect pricing decisions to the customer and the occasion.

According to Lyons Cards, its Facebook content has generated more than one million views as of October 29, 2026. The company reports that the show began approximately three months ago. The view figure reflects Facebook content activity, not a count of podcast listeners or unique viewers.

Collectors, business operators and prospective guests can learn more at LyonsCards.com. Tom Lyons is available for interviews about collectible pricing, the family story behind Lyons Cards and lessons from applying revenue management across industries.

About Lyons Cards

Lyons Cards LLC is a family-owned collectibles business led by Tom and Connor Lyons. Its Living on the Edge podcast and roadshow combine collector education with conversations about the people, products and business decisions behind the hobby.

Media Contact

Virginia | Executive Assistant to Tom Lyons, LyonsCards.com/pages/tom, 1 (314) 220-0947, live@lyonscards.com, LyonsCards.com

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SOURCE Lyons Cards LLC