How Goosewin helped Mastra distribute 40,000 books at developer conferences in a quarter.

Background

Mastra is the open-source TypeScript framework for building AI agents, backed by a $22M Series A led by Spark Capital and used in production at companies like Brex, Indeed, and Marsh McLennan. Its co-founder and CEO, Sam Bhagwat, wrote Principles of Building AI Agents, a free handbook that Mastra gives to developers rather than selling. A second book, Patterns of Building AI Agents, followed. Together they have reached well over a hundred thousand developers.

Mastra's challenge

Their book was the best top-of-funnel asset a developer tools company could ask for: a physical thing engineers could keep, founder-written, about the exact problem Mastra's product solves. But, getting it into engineers' hands was difficult. A conference-heavy calendar requires pallets of books, warehouses, badges, staff on the ground, and someone who can hold conversations about agents with developers. Mastra's small team could do a few boxes at a time between everything else, but not for every important conference.

Why Goosewin

Dan had been in Mastra's community for a year: hackathon participant, cloud beta tester, livestream guest, and a speaker at Mastra's first TypeScript AI Conference. In November 2025 Sam asked whether Goosewin could take the book to conferences. The answer was yes the same day, and KubeCon Atlanta was two days later.

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Instead of another person in-house? The same reason you spin up and scale down your EC2 instances. Sometimes we need one person, sometimes five. Some weeks we have no events at all. Why Goose? Goose is reliable, trustworthy, knows his shit, and he comes with an army. It is very, very hard to find someone as good at DevRel as Goose. We tried to hire him, but he wanted to make an agency, so we hired his agency.

How it works

Goosewin runs field programs the way an in-house team would. A shared calendar of every worthwhile conference and meetup. Venue intel, floor plans, and a debrief after every event. A team that knows how to move books through a convention center without getting shut down, and that can talk agents, memory, and evals with developers.

As the program grew, so did its scope. Goosewin started producing Mastra's co-hosted developer events end to end: speaker outreach, venue, registration, run-of-show, a talk or demo from Dan, and photo and video after. WorkOS, CopilotKit, AWS and MongoDB, and Elastic have each co-hosted one. When Mastra needed a speaker for its MongoDB event on two days' notice, Dan gave the talk. When Elastic proposed a hack night, Goosewin organized it, judged it, and delivered the aftermovie.

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If Goosewin were to go away, the field program would grind down to a halt. I'd have to deal with the pain of finding someone else to cover SFBA events. Warehouse orders, logistics, staffing, the event calendar, all of it. We'd be back to me moving boxes on my own.

Outcomes

Between June and August the crew handed more than 40,000 books to developers at fifteen conferences and meetups. Field marketing is one input alongside Mastra's product velocity and community, so the framework's growth across the whole engagement is context rather than a claim. Monthly downloads of the core package grew sixfold between November 2025 and August 2026.

40K+

books handed to developers

June, July, and August alone, across 15 conferences and meetups.

6x

monthly npm downloads

@mastra/core went from 998K in November 2025 to 6.07M in August 2026. Context for the period, not attribution.

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Goosewin made some big volume days possible. In one instance we set a distribution target at 3,000 books and the crew moved over 10,000. There was a day in July where they did 6,600. And we got to say yes to conferences we couldn't have staffed ourselves.

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Asking us to stop distributing books is like asking Elvis to stop his hip swivel, Michael Jackson to stop moonwalking, or Steph Curry to stop doing 'night night.' It's our signature move and it's just not going to happen.