The Good, Bad, and Ugly of 2025

I talk a lot on the podcast about business, growth, and solving problems, but at some point it’s worth stepping back to ask why we’re doing any of this in the first place.

This recap is about Beardbrand (my company) and our 2025 performance: What worked, what didn’t, what was painful, and what made it all worth it.

It’s also a reminder to take stock of your own priorities — how you’re allocating your time, energy, and attention — and whether they align with the life you’re trying to build.

The Good

Longtime listeners know that 2023 and 2024 were extremely challenging for me personally and for Beardbrand. We lost a lot of money in 2023 and less, but still meaningful, in 2024. The good news is that in 2025, we became profitable again.

Looking back, our conservative financial strategy before things turned bad helped us survive. It allowed us to withstand rapid market changes and support our staff for as long as possible. That discipline helped us weather the storm.

From a growth standpoint, subscriptions have been a major win. At our lowest point, we had roughly 1,500 subscriptions. We made a focused effort to rebuild, and recently we surpassed 11,000 active subscriptions. Hitting 10,000-plus gives us predictable revenue and long-term stability. Churn has remained low, and we’re still adding members weekly, which is encouraging.

Another big win was finding the right fulfillment partner. After two moves — including one near our manufacturer that didn’t work out — we landed on a small Austin-based provider. The staff offers white-glove service, takes responsibility when issues arise, and aligns with the customer experience we want to deliver. Plus, being local helps. We can visit, meet the team, and fine-tune packaging and shipping costs.

Manufacturing has also improved. Finding the right manufacturing partner is a Goldilocks problem — not too big, not too small, just right. One of our supplier-partners discovered us through this podcast. They’ve allowed us to keep inventory lean, place smaller, more frequent orders, and maintain quality. That’s reduced customer complaints, lowered stress, and helped us avoid unsellable inventory — a major contributor to losses in prior years.

Engagement with customers has improved as we let them vote on which limited-edition fragrance would become permanent.

Another win — we subleased our oversized office, a costly remnant from when our team size was at its peak, easing a significant financial burden until the lease ends in 2026.

The Bad

The biggest hurdle is that the beard care industry has shifted from a blue to a red ocean. A blue ocean is wide open — lots of opportunity, little competition. Today, beard care feels saturated and stagnant.

I see this in search data. Terms like “how to grow a beard,” “beard oil,” and “beard balm” are flat or declining. Meanwhile, other personal care categories such as shampoo, bar soap, and cologne continue to grow. When I look at Beardbrand and our top competitors, we’re all flat or down.

One way to resume growth is with organic content. We’ve had content hits and misses, but we haven’t reliably delivered the quality and volume I want. If we fix it, we can deepen relationships with our audience and stand out again.

Paid media has also been frustrating. Like many brands, we haven’t cracked Meta at scale. We’ll find an ad that works, get excited, then watch it fall flat days later. We’ve hovered around $30,000 a month in spend without breaking through. We recently started integrating more data-driven decision-making.

I expected revenue to grow in 2025 after fixing problems from 2023 and 2024. That didn’t happen. We likely won’t beat last year’s numbers, which forced us to make painful staffing cuts — letting go of two long-tenured, incredible team members. That was one of the hardest decisions I’ve had to make.

Amazon sales have also regressed. We’ve worked with the same agency for three years, and while they’ve done good work, it feels like we’ve plateaued. We’re planning to switch partners.

The Ugly

Overall, 2025 was fairly stress-free, which I’ll gladly take. The biggest issue was that we got sued again. This one came from a patent troll.

Patent lawsuits are very different from the Americans with Disabilities Act lawsuit, which we chose to fight. We had invested heavily in making our site accessible for people with disabilities, including those with vision impairments, and ultimately, we were able to get that case dismissed.

Patent cases are another story. The financial risk of fighting is much higher. Defending the ADA lawsuit cost roughly the same as a settlement. Given where Beardbrand was after multiple years of losses, I swallowed my pride and settled.

What made the decision easier is that, once settled, a patent holder cannot sue again for the same alleged infringement. Another party would need to hold the same patent, which is unlikely. I feel at peace with the choice. The direct-to-consumer community on X was also incredibly helpful, connecting us with a great attorney, which made the process smoother.

Hopefully, that’s the last lawsuit for a while. We’re doing everything we can to protect ourselves — updated privacy policies, cookie consent for pixel tracking in applicable states, and ongoing ADA audits.

Personal Wins and Losses

One of my goals for 2026 is to return to a “profit first” mindset — building a business that’s profitable while also supporting my personal life. Over the past few years, I’ve pulled from savings to maintain our standard of living. I’m grateful I had that cushion, but I don’t want it to be the norm.

The highlight of 2025 was a trip to Japan with my 12-year-old daughter. Travel is something we both love, and it gave us a shared experience during a fleeting stage of life. This trip felt meaningful for her and me as she grows into her own independence. I’m incredibly pleased we did it.

Health-wise, it’s been a good year. I’m rowing again, lifting consistently, and I avoided major injuries. My wife and kids have been healthy, which I never take for granted.

I’m also profoundly grateful for my friends — in Austin, online, and the broader D2C community — who’ve helped me navigate challenging moments.

There was a personal loss, however. My wife and I transferred our final IVF embryo, and it wasn’t successful. That chapter is now closed after more than a decade of infertility and loss. I share this because many are going through similar struggles. You’re not alone.

AI coding is now everywhere. But not everyone is convinced.

Depending who you ask, AI-powered coding is either giving software developers an unprecedented productivity boost or churning out masses of poorly designed code that saps their attention and sets software projects up for serious long term-maintenance problems.

The problem is right now, it’s not easy to know which is true.

As tech giants pour billions into large language models (LLMs), coding has been touted as the technology’s killer app. Both Microsoft CEO Satya Nadella and Google CEO Sundar Pichai have claimed that around a quarter of their companies’ code is now AI-generated. And in March, Anthropic’s CEO, Dario Amodei, predicted that within six months 90% of all code would be written by AI. It’s an appealing and obvious use case. Code is a form of language, we need lots of it, and it’s expensive to produce manually. It’s also easy to tell if it works—run a program and it’s immediately evident whether it’s functional.


This story is part of MIT Technology Review’s Hype Correction package, a series that resets expectations about what AI is, what it makes possible, and where we go next.


Executives enamored with the potential to break through human bottlenecks are pushing engineers to lean into an AI-powered future. But after speaking to more than 30 developers, technology executives, analysts, and researchers, MIT Technology Review found that the picture is not as straightforward as it might seem.  

For some developers on the front lines, initial enthusiasm is waning as they bump up against the technology’s limitations. And as a growing body of research suggests that the claimed productivity gains may be illusory, some are questioning whether the emperor is wearing any clothes.

The pace of progress is complicating the picture, though. A steady drumbeat of new model releases mean these tools’ capabilities and quirks are constantly evolving. And their utility often depends on the tasks they are applied to and the organizational structures built around them. All of this leaves developers navigating confusing gaps between expectation and reality. 

Is it the best of times or the worst of times (to channel Dickens) for AI coding? Maybe both.

A fast-moving field

It’s hard to avoid AI coding tools these days. There are a dizzying array of products available, both from model developers like Anthropic, OpenAI, and Google and from companies like Cursor and Windsurf, which wrap these models in polished code-editing software. And according to Stack Overflow’s 2025 Developer Survey, they’re being adopted rapidly, with 65% of developers now using them at least weekly.

AI coding tools first emerged around 2016 but were supercharged with the arrival of LLMs. Early versions functioned as little more than autocomplete for programmers, suggesting what to type next. Today they can analyze entire code bases, edit across files, fix bugs, and even generate documentation explaining how the code works. All this is guided through natural-language prompts via a chat interface.

“Agents”—autonomous LLM-powered coding tools that can take a high-level plan and build entire programs independently—represent the latest frontier in AI coding. This leap was enabled by the latest reasoning models, which can tackle complex problems step by step and, crucially, access external tools to complete tasks. “This is how the model is able to code, as opposed to just talk about coding,” says Boris Cherny, head of Claude Code, Anthropic’s coding agent.

These agents have made impressive progress on software engineering benchmarks—standardized tests that measure model performance. When OpenAI introduced the SWE-bench Verified benchmark in August 2024, offering a way to evaluate agents’ success at fixing real bugs in open-source repositories, the top model solved just 33% of issues. A year later, leading models consistently score above 70%

In February, Andrej Karpathy, a founding member of OpenAI and former director of AI at Tesla, coined the term “vibe coding”—meaning an approach where people describe software in natural language and let AI write, refine, and debug the code. Social media abounds with developers who have bought into this vision, claiming massive productivity boosts.

But while some developers and companies report such productivity gains, the hard evidence is more mixed. Early studies from GitHub, Google, and Microsoft—all vendors of AI tools—found developers completing tasks 20% to 55% faster. But a September report from the consultancy Bain & Company described real-world savings as “unremarkable.”

Data from the developer analytics firm GitClear shows that most engineers are producing roughly 10% more durable code—code that isn’t deleted or rewritten within weeks—since 2022, likely thanks to AI. But that gain has come with sharp declines in several measures of code quality. Stack Overflow’s survey also found trust and positive sentiment toward AI tools falling significantly for the first time. And most provocatively, a July study by the nonprofit research organization Model Evaluation & Threat Research (METR) showed that while experienced developers believed AI made them 20% faster, objective tests showed they were actually 19% slower.

Growing disillusionment

For Mike Judge, principal developer at the software consultancy Substantial, the METR study struck a nerve. He was an enthusiastic early adopter of AI tools, but over time he grew frustrated with their limitations and the modest boost they brought to his productivity. “I was complaining to people because I was like, ‘It’s helping me but I can’t figure out how to make it really help me a lot,’” he says. “I kept feeling like the AI was really dumb, but maybe I could trick it into being smart if I found the right magic incantation.”

When asked by a friend, Judge had estimated the tools were providing a roughly 25% speedup. So when he saw similar estimates attributed to developers in the METR study he decided to test his own. For six weeks, he guessed how long a task would take, flipped a coin to decide whether to use AI or code manually, and timed himself. To his surprise, AI slowed him down by an median of 21%—mirroring the METR results.

This got Judge crunching the numbers. If these tools were really speeding developers up, he reasoned, you should see a massive boom in new apps, website registrations, video games, and projects on GitHub. He spent hours and several hundred dollars analyzing all the publicly available data and found flat lines everywhere.

“Shouldn’t this be going up and to the right?” says Judge. “Where’s the hockey stick on any of these graphs? I thought everybody was so extraordinarily productive.” The obvious conclusion, he says, is that AI tools provide little productivity boost for most developers. 

Developers interviewed by MIT Technology Review generally agree on where AI tools excel: producing “boilerplate code” (reusable chunks of code repeated in multiple places with little modification), writing tests, fixing bugs, and explaining unfamiliar code to new developers. Several noted that AI helps overcome the “blank page problem” by offering an imperfect first stab to get a developer’s creative juices flowing. It can also let nontechnical colleagues quickly prototype software features, easing the load on already overworked engineers.

These tasks can be tedious, and developers are typically  glad to hand them off. But they represent only a small part of an experienced engineer’s workload. For the more complex problems where engineers really earn their bread, many developers told MIT Technology Review, the tools face significant hurdles.

Perhaps the biggest problem is that LLMs can hold only a limited amount of information in their “context window”—essentially their working memory. This means they struggle to parse large code bases and are prone to forgetting what they’re doing on longer tasks. “It gets really nearsighted—it’ll only look at the thing that’s right in front of it,” says Judge. “And if you tell it to do a dozen things, it’ll do 11 of them and just forget that last one.”

DEREK BRAHNEY

LLMs’ myopia can lead to headaches for human coders. While an LLM-generated response to a problem may work in isolation, software is made up of hundreds of interconnected modules. If these aren’t built with consideration for other parts of the software, it can quickly lead to a tangled, inconsistent code base that’s hard for humans to parse and, more important, to maintain.

Developers have traditionally addressed this by following conventions—loosely defined coding guidelines that differ widely between projects and teams. “AI has this overwhelming tendency to not understand what the existing conventions are within a repository,” says Bill Harding, the CEO of GitClear. “And so it is very likely to come up with its own slightly different version of how to solve a problem.”

The models also just get things wrong. Like all LLMs, coding models are prone to “hallucinating”—it’s an issue built into how they work. But because the code they output looks so polished, errors can be difficult to detect, says James Liu, director of software engineering at the advertising technology company Mediaocean. Put all these flaws together, and using these tools can feel a lot like pulling a lever on a one-armed bandit. “Some projects you get a 20x improvement in terms of speed or efficiency,” says Liu. “On other things, it just falls flat on its face, and you spend all this time trying to coax it into granting you the wish that you wanted and it’s just not going to.”

Judge suspects this is why engineers often overestimate productivity gains. “You remember the jackpots. You don’t remember sitting there plugging tokens into the slot machine for two hours,” he says.

And it can be particularly pernicious if the developer is unfamiliar with the task. Judge remembers getting AI to help set up a Microsoft cloud service called an Azure Functions, which he’d never used before. He thought it would take about two hours, but nine hours later he threw in the towel. “It kept leading me down these rabbit holes and I didn’t know enough about the topic to be able to tell it ‘Hey, this is nonsensical,’” he says.

The debt begins to mount up

Developers constantly make trade-offs between speed of development and the maintainability of their code—creating what’s known as “technical debt,” says Geoffrey G. Parker, professor of engineering innovation at Dartmouth College. Each shortcut adds complexity and makes the code base harder to manage, accruing “interest” that must eventually be repaid by restructuring the code. As this debt piles up, adding new features and maintaining the software becomes slower and more difficult.

Accumulating technical debt is inevitable in most projects, but AI tools make it much easier for time-pressured engineers to cut corners, says GitClear’s Harding. And GitClear’s data suggests this is happening at scale. Since 2020, the company has seen a significant rise in the amount of copy-pasted code—an indicator that developers are reusing more code snippets, most likely based on AI suggestions—and an even bigger decline in the amount of code moved from one place to another, which happens when developers clean up their code base.

And as models improve, the code they produce is becoming increasingly verbose and complex, says Tariq Shaukat, CEO of Sonar, which makes tools for checking code quality. This is driving down the number of obvious bugs and security vulnerabilities, he says, but at the cost of increasing the number of “code smells”—harder-to-pinpoint flaws that lead to maintenance problems and technical debt. 

Recent research by Sonar found that these make up more than 90% of the issues found in code generated by leading AI models. “Issues that are easy to spot are disappearing, and what’s left are much more complex issues that take a while to find,” says Shaukat. “That’s what worries us about this space at the moment. You’re almost being lulled into a false sense of security.”

If AI tools make it increasingly difficult to maintain code, that could have significant security implications, says Jessica Ji, a security researcher at Georgetown University. “The harder it is to update things and fix things, the more likely a code base or any given chunk of code is to become insecure over time,” says Ji.

There are also more specific security concerns, she says. Researchers have discovered a worrying class of hallucinations where models reference nonexistent software packages in their code. Attackers can exploit this by creating packages with those names that harbor vulnerabilities, which the model or developer may then unwittingly incorporate into software. 

LLMs are also vulnerable to “data-poisoning attacks,” where hackers seed the publicly available data sets models train on with data that alters the model’s behavior in undesirable ways, such as generating insecure code when triggered by specific phrases. In October, research by Anthropic found that as few as 250 malicious documents can introduce this kind of back door into an LLM regardless of its size.

The converted

Despite these issues, though, there’s probably no turning back. “Odds are that writing every line of code on a keyboard by hand—those days are quickly slipping behind us,” says Kyle Daigle, chief operating officer at the Microsoft-owned code-hosting platform GitHub, which produces a popular AI-powered tool called Copilot (not to be confused with the Microsoft product of the same name).

The Stack Overflow report found that despite growing distrust in the technology, usage has increased rapidly and consistently over the past three years. Erin Yepis, a senior analyst at Stack Overflow, says this suggests that engineers are taking advantage of the tools with a clear-eyed view of the risks. The report also found that frequent users tend to be more enthusiastic and more than half of developers are not using the latest coding agents, perhaps explaining why many remain underwhelmed by the technology.

Those latest tools can be a revelation. Trevor Dilley, CTO at the software development agency Twenty20 Ideas, says he had found some value in AI editors’ autocomplete functions, but when he tried anything more complex it would “fail catastrophically.” Then in March, while on vacation with his family, he set the newly released Claude Code to work on one of his hobby projects. It completed a four-hour task in two minutes, and the code was better than what he would have written.

“I was like, Whoa,” he says. “That, for me, was the moment, really. There’s no going back from here.” Dilley has since cofounded a startup called DevSwarm, which is creating software that can marshal multiple agents to work in parallel on a piece of software.

The challenge, says Armin Ronacher, a prominent open-source developer, is that the learning curve for these tools is shallow but long. Until March he’d remained unimpressed by AI tools, but after leaving his job at the software company Sentry in April to launch a startup, he started experimenting with agents. “I basically spent a lot of months doing nothing but this,” he says. “Now, 90% of the code that I write is AI-generated.”

Getting to that point involved extensive trial and error, to figure out which problems tend to trip the tools up and which they can handle efficiently. Today’s models can tackle most coding tasks with the right guardrails, says Ronacher, but these can be very task and project specific.

To get the most out of these tools, developers must surrender control over individual lines of code and focus on the overall software architecture, says Nico Westerdale, chief technology officer at the veterinary staffing company IndeVets. He recently built a data science platform 100,000 lines of code long almost exclusively by prompting models rather than writing the code himself.

Westerdale’s process starts with an extended conversation with the modelagent to develop a detailed plan for what to build and how. He then guides it through each step. It rarely gets things right on the first try and needs constant wrangling, but if you force it to stick to well-defined design patterns, the models can produce high-quality, easily maintainable code, says Westerdale. He reviews every line, and the code is as good as anything he’s ever produced, he says: “I’ve just found it absolutely revolutionary,. It’s also frustrating, difficult, a different way of thinking, and we’re only just getting used to it.”

But while individual developers are learning how to use these tools effectively, getting consistent results across a large engineering team is significantly harder. AI tools amplify both the good and bad aspects of your engineering culture, says Ryan J. Salva, senior director of product management at Google. With strong processes, clear coding patterns, and well-defined best practices, these tools can shine. 

DEREK BRAHNEY

But if your development process is disorganized, they’ll only magnify the problems. It’s also essential to codify that institutional knowledge so the models can draw on it effectively. “A lot of work needs to be done to help build up context and get the tribal knowledge out of our heads,” he says.

The cryptocurrency exchange Coinbase has been vocal about its adoption of AI tools. CEO Brian Armstrong made headlines in August when he revealed that the company had fired staff unwilling to adopt AI tools. But Coinbase’s head of platform, Rob Witoff, tells MIT Technology Review that while they’ve seen massive productivity gains in some areas, the impact has been patchy. For simpler tasks like restructuring the code base and writing tests, AI-powered workflows have achieved speedups of up to 90%. But gains are more modest for other tasks, and the disruption caused by overhauling existing processes often counteracts the increased coding speed, says Witoff.

One factor is that AI tools let junior developers produce far more code,. As in almost all engineering teams, this code has to be reviewed by others, normally more senior developers, to catch bugs and ensure it meets quality standards. But the sheer volume of code now being churned out i whichs quickly saturatinges the ability of midlevel staff to review changes. “This is the cycle we’re going through almost every month, where we automate a new thing lower down in the stack, which brings more pressure higher up in the stack,” he says. “Then we’re looking at applying automation to that higher-up piece.”

Developers also spend only 20% to 40% of their time coding, says Jue Wang, a partner at Bain, so even a significant speedup there often translates to more modest overall gains. Developers spend the rest of their time analyzing software problems and dealing with customer feedback, product strategy, and administrative tasks. To get significant efficiency boosts, companies may need to apply generative AI to all these other processes too, says Jue, and that is still in the works.

Rapid evolution

Programming with agents is a dramatic departure from previous working practices, though, so it’s not surprising companies are facing some teething issues. These are also very new products that are changing by the day. “Every couple months the model improves, and there’s a big step change in the model’s coding capabilities and you have to get recalibrated,” says Anthropic’s Cherny.

For example, in June Anthropic introduced a built-in planning mode to Claude; it has since been replicated by other providers. In October, the company also enabled Claude to ask users questions when it needs more context or faces multiple possible solutions, which Cherny says helps it avoid the tendency to simply assume which path is the best way forward.

Most significant, Anthropic has added features that make Claude better at managing its own context. When it nears the limits of its working memory, it summarizes key details and uses them to start a new context window, effectively giving it an “infinite” one, says Cherny. Claude can also invoke sub-agents to work on smaller tasks, so it no longer has to hold all aspects of the project in its own head. The company claims that its latest model, Claude 4.5 Sonnet, can now code autonomously for more than 30 hours without major performance degradation.

Novel approaches to software development could also sidestep coding agents’ other flaws. MIT professor Max Tegmark has introduced something he calls “vericoding,” which could allow agents to produce entirely bug-free code from a natural-language description. It builds on an approach known as “formal verification,” where developers create a mathematical model of their software that can prove incontrovertibly that it functions correctly. This approach is used in high-stakes areas like flight-control systems and cryptographic libraries, but it remains costly and time-consuming, limiting its broader use.

Rapid improvements in LLMs’ mathematical capabilities have opened up the tantalizing possibility of models that produce not only software but the mathematical proof that it’s bug free, says Tegmark. “You just give the specification, and the AI comes back with provably correct code,” he says. “You don’t have to touch the code. You don’t even have to ever look at the code.”

When tested on about 2,000 vericoding problems in Dafny—a language designed for formal verification—the best LLMs solved over 60%, according to non-peer-reviewed research by Tegmark’s group. This was achieved with off-the-shelf LLMs, and Tegmark expects that training specifically for vericoding could improve scores rapidly.

And counterintuitively, Tthe speed at which AI generates code could actuallylso ease maintainability concerns. Alex Worden, principal engineer at the business software giant Intuit, notes that maintenance is often difficult because engineers reuse components across projects, creating a tangle of dependencies where one change triggers cascading effects across the code base. Reusing code used to save developers time, but in a world where AI can produce hundreds of lines of code in seconds, that imperative has gone, says Worden.

Instead, he advocates for “disposable code,” where each component is generated independently by AI without regard for whether it follows design patterns or conventions. They are then connected via APIs—sets of rules that let components request information or services from each other. Each component’s inner workings are not dependent on other parts of the code base, making it possible to rip them out and replace them without wider impact, says Worden. 

“The industry is still concerned about humans maintaining AI-generated code,” he says. “I question how long humans will look at or care about code.”

A narrowing talent pipeline

For the foreseeable future, though, humans will still need to understand and maintain the code that underpins their projects. And one of the most pernicious side effects of AI tools may be a shrinking pool of people capable of doing so. 

Early evidence suggests that fears around the job-destroying effects of AI may be justified. A recent Stanford University study found that employment among software developers aged 22 to 25 fell nearly 20% between 2022 and 2025, coinciding with the rise of AI-powered coding tools.

Experienced developers could face difficulties too. Luciano Nooijen, an engineer at the video-game infrastructure developer Companion Group, used AI tools heavily in his day job, where they were provided for free. But when he began a side project without access to those tools, he found himself struggling with tasks that previously came naturally. “I was feeling so stupid because things that used to be instinct became manual, sometimes even cumbersome,” says Nooijen.

Just as athletes still perform basic drills, he thinks the only way to maintain an instinct for coding is to regularly practice the grunt work. That’s why he’s largely abandoned AI tools, though he admits that deeper motivations are also at play. 

Part of the reason Nooijen and other developers MIT Technology Review spoke to are pushing back against AI tools is a sense that they are hollowing out the parts of their jobs that they love. “I got into software engineering because I like working with computers. I like making machines do things that I want,” Nooijen says. “It’s just not fun sitting there with my work being done for me.”

Natural Toothpaste Propels Wellnesse.com

Seth Spears is a Colorado-based entrepreneur who once taught consumers how to make their own non-toxic personal care products. He says customers valued the results but not the actual production process. “They kept asking us for ready-made versions,” he told me.

So he launched Wellnesse, a direct-to-consumer brand producing all-natural self-care goods, in 2020. Toothpaste quickly became the dominant item.

In our recent conversation, Seth shared the origins of Wellnesse, the demand for holistic oral care, marketing challenges, and more.

Our entire audio is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Who are you, and what do you do?

Seth Spears: I’m the founder and chief visionary officer of Wellnesse, a B Corporation that produces all-natural personal care products. Our flagship item is a mint-flavored whitening toothpaste, made without toxic ingredients such as fluoride, glycerin, or sodium lauryl sulfate. We believe what goes in or on your mouth affects your entire body, so our focus is on safe, effective alternatives that outperform conventional options.

Our toothpaste’s key ingredient is micro hydroxyapatite, a naturally occurring mineral that makes up your teeth and bones. Unlike fluoride, it helps remineralize and repair enamel, filling soft spots and even reversing minor cavities. We’ve received hundreds of testimonials from customers who’ve seen major improvements in oral health.

We also use extracts from neem, a tree native to India, for whitening, and green tea extract for overall gum and tooth health — ingredients that work synergistically for stronger, cleaner teeth. Many customers with sensitive teeth, often longtime Sensodyne users, report reduced sensitivity and better results after switching to our toothpaste.

Before Wellnesse, I co-founded Wellness Media, a health education company that taught people how to make their own personal care products. Our audience loved the results but didn’t want the hassle of making them, so they kept asking us to sell ready-made versions. As an entrepreneur, I recognized repeated demand as a business opportunity.

We launched Wellnesse in 2020 as a natural personal care brand, starting with toothpaste, shampoo, conditioner, and deodorant. While we still offer all those, oral care quickly became our most successful category and is now our primary focus.

Bandholz: Many consumers are rethinking fluoride and turning to holistic dentistry.

Spears: We work closely with holistic and biological dentists through an advisory board that reviews the latest science on safe, effective oral care. These practitioners reject outdated methods such as routine drilling and fluoride use, instead emphasizing the role of diet, supplements, and the natural oral microorganisms.

We partner with influencers and communities that value non-toxic living. Our customers aren’t looking for the cheapest option; they want products that align with a clean, health-conscious lifestyle. They’ve often dealt with dental or health issues and are now seeking a more advanced, fluoride-free option.

As awareness grows around the connection between lifestyle and oral health, holistic dentistry continues to gain momentum. Consumers are questioning ingredients and demanding transparency.

Bandholz: So you’re growing through these practitioners. How do you find them?

Spears: There’s a strong network of holistic and biological dentists with their own organizations and conferences. We’ve sponsored several of those events in recent years to build relationships and raise awareness of our products.

Many connections also happen organically. When customers mention their holistic dentist, we often ask for introductions. Sometimes those dentists reach out after patients recommend us.

We maintain both affiliate and wholesale programs. Some dentists stock our products, while others prefer to promote them. We provide samples for dentists to share with patients, to experience the benefits firsthand. This multichannel approach ensures our partnerships remain authentic and genuine.

Bandholz: What marketing tactic is working best in 2025?

Spears: Growth has slowed in 2025. It’s been a challenging year. Meta remains our primary customer-acquisition channel, but performance has declined compared to previous years. We’re still bringing in new customers there, but it’s taking more testing and creativity to find what resonates.

Our most effective Meta approach has been a “us versus them” comparison, showcasing our clean, natural ingredients side by side with those in major brands. It highlights how our formulas are safer and more effective without being confrontational. We avoid targeting specific corporations directly. Procter & Gamble and similar enterprise brands have deep pockets and legal teams, and we’re not looking for that kind of fight.

We’re experimenting with Reddit ads, especially in health and oral care subreddits, as well as some campaigns on X. However, the results have been weaker on those channels. We’re now in full testing mode, trying different angles and messaging. We often focus on ingredient quality, but we also use influencer-style videos featuring real customers.

We had a strong email list (from my Wellness Media company) built through educational content — podcasts, blogs, and tutorials focused on health, vitality, and natural living. We regularly sent newsletters featuring recipes and DIY personal care guides, which helped us cultivate a loyal, informed audience.

When we launched Wellnesse, that list gave us a ready-made customer base. Many of those subscribers prioritized holistic health, and several became affiliates.

The landscape has undergone significant changes since then. Traditional affiliate marketing, based on content sites and email lists, has largely shifted toward influencer marketing on social media. Today’s promotions rely on selfie-style videos and personal testimonials, which feel more authentic to audiences. To me, this trend is too self-focused — but it’s undeniably where attention and conversions are happening.

An agency manages our ad strategy, so my focus is on broader direction and messaging rather than daily campaign tweaks. Overall, there’s no single breakthrough channel at the moment. It’s about constant experimentation and adapting to the changing ad landscape.

Bandholz: I heard that once enamel is gone, you can’t rebuild it. Is that true?

Spears: Not entirely. Teeth consist of hydroxyapatite, so when toothpaste contains that mineral, its tiny particles can penetrate crevices and help remineralize enamel. But oral health isn’t just about brushing; it’s also heavily influenced by diet and mouth acidity.

If you’re consuming a lot of processed or sugary foods or drinking soda, your mouth becomes more acidic, which can lead to cavities. Brushing helps, but it can’t fully offset a poor diet. A nutrient-dense, low-sugar diet rich in protein and vegetables supports stronger teeth and overall health.

I prefer a paleo-style diet — lean meats, fruits, vegetables, nuts— but there’s no one-size-fits-all approach. Everyone’s body chemistry is different. Getting blood work and allergy testing can help you understand your individual needs and optimize both oral and full-body health.

Bandholz: Where can people follow you, reach out to you, buy your products?

Spears: Our site is Wellnesse.com. My personal website is Sethspears.com. We’re on Instagram and Facebook. Find me on LinkedIn.

Etsy Merchant Eyes Shopify, Dual Brands

Kevlyn Walsh is a Denver-based art teacher turned entrepreneur. She launched Festive Gal, an Etsy shop, in 2019 after her handmade headband was a hit among Christmas party attendees.

Fast forward to 2025, and Festive Gal is thriving, selling custom gifts and party supplies. A new second site, Bake It Fancy, on Shopify, sells cooking accessories.

Amid the growth, Kevlyn manages employees, production, and, yes, Etsy constraints. She addressed those challenges and more in our recent conversation.

Our entire audio is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Who are you, and what do you do?

Kevlyn Walsh: I run two brands. My first, Festive Gal, grew mainly on Etsy and offers custom gifts and party supplies to make life more fun. My second, Bake It Fancy, is a new brand focused on baking accessories that help people create beautiful cookies.

Bake It Fancy evolved from a best-selling Festive Gal product. It performed so well that I decided it deserved its own identity. Festive Gal celebrates parties and gifting; Bake It Fancy is all about creativity in the kitchen.

Etsy is how I became a business owner. Before opening my shop, I had no idea what a conversion rate was or how to sell online. It all started with an ugly Christmas sweater party. I made an over-the-top holiday headband covered in tinsel, bows, and a tiny elf.

Everyone loved it, so I made more, opened an Etsy shop, and sold out by Christmas. That success inspired me to keep creating new products and following party trends.

At first, I was still teaching full-time, but my Etsy sales eventually surpassed my teacher salary. By 2019, I quit teaching to run my shop full time — and I’ve never looked back.

The original headbands were too labor-intensive to scale, so I simplified them into paper party headbands with customizable phrases. They became Festive Gal’s signature product. I created designs for birthdays, bachelorette parties, and trending themes — like Game of Thrones fans hosting viewing parties. I made headbands with phrases such as “Hold the Door” and “I Drink and I Know Things,” and they sold like crazy.

Back then, I didn’t think much about trademarks and used pop-culture phrases freely. Now that my business is bigger, I avoid those entirely. Using names like “Game of Thrones” could get a shop flagged. It’s frustrating because Etsy is still full of Disney and other IP-based items, yet enforcement feels aimed at successful sellers. I’ve explored licensing, but the costs, reporting, and low margins made it more hassle than it was worth.

Bandholz: How do you manage custom orders on Etsy?

Walsh: Etsy’s basic customization tools aree limited. Each listing includes an input field that customers must complete before adding an item to their cart, to help prevent missed details. However, sellers only get two dropdown menus and one text box. I have to simplify the listing or get creative for buyers to choose multiple options, such as color, font, and size.

That lack of flexibility makes Etsy’s user interface challenging for complex customizations. In contrast, Shopify has apps that allow unlimited dropdowns and far more personalization features. On Etsy, if a buyer forgets to include key details such as the name for a custom item, I have to message her directly. That extra communication can be time-consuming and slow down production.

Bandholz: How does Etsy define “handmade”?

Walsh: It’s ironic that Etsy promotes itself as a handmade platform. Real success there requires efficiency and operations. To scale, you need systems, employees, and streamlined production — but you can’t build that until you have sales. It’s a catch-22. I’ve had products go viral, but there’s a limit to how many we can make before delays frustrate customers. Etsy doesn’t provide the tools sellers need to manage growth efficiently.

For example, there’s no multi-user access. I can’t give a virtual assistant or employee their own login to handle messages or shipping without sharing my banking information. That makes delegation risky.

As for “handmade,” there’s a lot of gray area. Some sellers import mostly finished products — items 90% made in China — and add customization in the U.S. through embroidery or vinyl. Etsy allows some flexibility there, but the rules are vague. The guidelines mention terms such as “made, sourced, or designed by seller,” which are open to interpretation.

In Etsy forums, sellers debate what those definitions mean and worry whether new policies could jeopardize their shops.

Bandholz: What advice would you give someone considering selling on Etsy?

Walsh: First, define your goals. The platform is perfect if you want only to make “fun money” from a craft you love. Enjoy the creative process, make products that delight you, and celebrate each sale.

But if your goal is to replace your full-time income, you have to approach Etsy strategically. Choose a product that can scale efficiently. On Etsy, sales compound. The algorithm rewards momentum, so when a listing sells, it signals that people want that product. Etsy earns a percentage of each sale, and it promotes listings that generate revenue. So the more you sell, the more exposure your products get.

Plan early for operations. Will you hire help? How will you handle shipping? Can you manage rush orders for personalized gifts?

Etsy customers often order last-minute, so reliability is key. I’ve worked through the flu to meet deadlines because I didn’t want to disappoint buyers. Now that I have employees, that stress is lighter, but it took planning and growth.

Bandholz: Is Etsy your main sales channel?

Walsh: Yes, Etsy is still my primary source of sales, and I’ve had great success there. But the platform’s overall traffic has declined. I think part of the issue is quality control — Etsy has allowed too many low-quality sellers. Cheap, mass-produced items clutter search results. It’s lost some of the curated, handmade charm that made it special.

Because of that, I’m working to grow off-platform. Relying solely on Etsy feels risky, especially with how inconsistent their seller support has become. Recently, Etsy deployed AI bots to remove non-handmade listings, but the system often flags legitimate shops.

Many legitimate sellers have had top-performing products or entire shops deactivated with no way to reach a human for help. It’s a tough situation for honest creators trying to run real handmade businesses.

Bandholz: Is the new baking brand on Etsy, too?

Walsh: No, I’m building Bake It Fancy on Shopify and driving traffic through Meta ads and content creation. I even converted part of my warehouse into a “media room” with a fake kitchen and a real oven from Home Depot, so I can film baking videos and tutorials. My goal is to grow this brand independently, without relying on third-party marketplaces.

I’ve learned a lot about ecommerce after years of running Festive Gal on Etsy. Now I’m ready to apply those lessons — using Shopify, ads, and content — to build a brand with full control.

Content creation used to be hard for me. I have a three-year-old and a one-year-old, and my home kitchen isn’t ideal for filming. This new setup makes it easier and more fun. Plus, baking content is naturally engaging. Watching someone decorate cookies is satisfying and creative.

With Festive Gal, I never relied on content since Etsy brought steady traffic. But Bake It Fancy is different. Cooking is so demonstrable and visual that I can easily film with just my hands, and I don’t even need to get camera-ready every time.

Bandholz: Where can folks buy your products and follow you?

Walsh: My Etsy shop is Festive Gal. Festive Gal also has a Shopify website, FestiveGal.com. BakeItFancy.com is ramping up. I’m on Instagram and LinkedIn.

Batch Cannabis Scales to $50 Million

Andy Gould co-founded Batch, a Wisconsin-based D2C cannabis brand, in 2018. He says the company struggled for years until it perfected content creation and advertising. “Once we dialed in our Meta ads and built a strong creative flywheel, everything took off,” he told me.

I first interviewed Andy and his two co-founders in 2023. In this our latest conversation, he addresses video production, regulatory scrutiny, and “hockey stick” growth — from annual revenue of $5 million to $50 million in two years.

Our entire audio is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Give us the rundown.

Andy Gould: I sell weed online. My two best friends from college and I started Batch, a cannabis-based gummy brand that’s now one of the biggest in the U.S.

In 2023, we had $5 million in annual revenue. In 2024, $15 million. And this year, we’re on track for $50 million. It’s been true hockey-stick growth. For years, we plateaued at roughly $15,000 in daily Shopify sales. Once we dialed in our Meta ads and built a strong creative flywheel, everything took off.

Customer acquisition costs have stayed relatively stable. We used to spend about $5,000 a day on Meta, with customer acquisition costs running around $65. Now we’re spending close to $50,000 daily, and CPAs are roughly $75.

Sales of THC — tetrahydrocannabinol, the cannabis compound — are booming. Many customers are replacing alcohol or trying THC for the first time. We position Batch as a trusted dispensary alternative — THC for the everyday person who prefers delivery from a transparent, reliable brand.

Bandholz: How did the Meta flywheel scale you from $5,000 to $50,000 per day?

Gould: We were inspired by Paul from BK Beauty at EcommerceFuel Live. He talked about using a creative flywheel to generate quality content efficiently.

We had two big challenges on Meta. First, we’re in a restricted category. We studied how to advertise without losing our accounts. We connected with others in similar spaces, learned the language and visuals Meta allows, and used those insights to stay compliant.

Then we focused on volume — creative is the new targeting. We can tell an authentic story because we handle much of our manufacturing and even help harvest crops.

Once a year, we hire a crew for around $15,000 to film everything on-site, generating hundreds of content assets.

We spend about 7% of revenue on creative. Our internal team and an agency turn that raw footage into 40 new videos each week, testing about 10 different concepts with multiple hooks or calls to action.

Bandholz: So you’re actually on camera, talking about the product?

Gould: Exactly. You see me walking through the field with our farmer, Rollin, explaining how he’s up at 4:30 a.m. every day, living the American dream. Then we’ll switch to a science angle — me on a tractor showing a certificate of analysis and explaining everything. We create about 20 ideas like that in two days of filming.

Across the two days, we capture roughly 48 hours of footage since we have two videographers filming different people simultaneously.

The key is building a system to recycle and repurpose everything. We have a team dedicated to organizing and tagging footage. They label each file by angle, environment, or who’s in it — like a Dewey Decimal System for videos. That organization makes editing and repurposing much faster.

We recycle footage for years. Main narratives can become B-roll; farm content combines with warehouse clips from past years. It’s the snowball effect: the more you film, the more combinations you can create. Success is about grabbing attention. Meta rewards consistent, engaging content.

Bandholz: How much revenue is from new versus repeat customers?

Gould: When we started selling THC and CBD gummies, we didn’t realize how powerful it was to have a consumable product that people naturally reorder. Right now, about 55% of our revenue comes from repeat customers and 45% from new ones. That balance shows our strong retention and steady growth.

Subscriptions have been huge for retention. I’d recommend any ecommerce brand with a consumable product to set up subscriptions. It builds momentum over time like a snowball.

Between subscriptions and consistent email outreach, we’ve built reliable recurring revenue and strengthened customer loyalty.

Bandholz: Have you experienced supply chain or fulfillment glitches?

Gould: Yes, but thankfully nothing catastrophic. Growing this fast naturally means there are fires to put out every week. It’s part of the process. We handle some of our own manufacturing and fulfillment, which is both a blessing and a curse. The benefit is complete control; the downside is that every problem is ours to fix. There’s no 3PL to call when something goes wrong.

We’ve had to expand our fulfillment and warehouse teams quickly, which brings its own challenges. Finding and keeping reliable workers for manufacturing and fulfillment is one of the toughest parts of running this kind of business. We put a lot of focus on retaining good people once we find them, because strong operations depend on a stable, motivated team.

But our revenue has grown faster than our headcount. We’re fortunate to have an amazing team overall.

Right now, we have about eight high-level or managerial team members, plus around 10 people in fulfillment and another 10 in our warehouse and production operations.

We’ve stayed lean out of necessity. For the first five years, it was pure survival mode — long nights, lots of stress, and moments of frustration when nothing seemed to work.

Everything has happened so fast. It’s been life-changing. After struggling for years, it feels incredible to build something stable. My two co-founders and I are starting families, so having a financial cushion means a lot.

A big untapped area for us is beverages — THC-based drinks. We haven’t entered that market, but we’re starting to think about it.

Right now, though, most of our focus is on politics and lobbying. We’re selling in about 42 of the 50 states. Earlier this year, it was 48. But the regulations are tightening state by state. That’s been the biggest challenge lately.

Bandholz: How does lobbying work?

Gould: There are a few lobbying groups in the hemp space. The most influential is the U.S. Hemp Roundtable, which we’re a part of. We pay our dues, and that money goes toward lobbying — getting policymakers to understand and support our side.

My co-founder Dennis flies to D.C. every couple of weeks, meets with legislators, and drives to Madison, our state’s capital, about once a week. We’re getting involved at the state level where legislation threatens to ban our products.

We’re pro-regulation. The issue is that the 2018 U.S. farm bill made it legal to sell hemp-derived products with less than 0.3% THC. But if you push that rule to the limit, you can create products that are way too strong.

So politicians see that abuse and overreact by trying to ban everything, rather than simply limiting serving sizes.

Bandholz: Where can people buy your products or reach out?

Gould: Our site is HelloBatch.com. I’m on LinkedIn.

I tried OpenAI’s new Atlas browser but I still don’t know what it’s for

OpenAI rolled out a new web browser last week called Atlas. It comes with ChatGPT built in, along with an agent, so that you can browse, get direct answers, and have automated tasks performed on your behalf all at the same time. 

I’ve spent the past several days tinkering with Atlas. I’ve used it to do all my normal web browsing, and also tried to take advantage of the ChatGPT functions—plus I threw some weird agentic tasks its way to see how it did with those. And my impression is that Atlas is…  fine? But my big takeaway is that it’s pretty pointless for anyone not employed by OpenAI, and that Atlas is little more than cynicism masquerading as software. 

If you want to know why, let’s start by looking at its agentic capabilities—which is really where it differentiates.

When I was browsing Amazon, I asked the Atlas agent to do some shopping for me, using a pre-set prompt of its own suggestion. (“Start a cart with items I’m likely to want based on my browsing here and highlight any active promo codes. Let me review before checkout.”) It picked out a notebook that I’d recently purchased and no longer needed, some deodorant I’d recently purchased and no longer needed, and a vacuum cleaner that I’d considered but decided was too expensive and no longer needed because I bought a cheaper one. 

I would guess that it took 10 minutes or so for it to do all that. I cleaned out my cart and considered myself lucky that it didn’t buy anything.  

When I logged onto Facebook, which is already lousy with all sorts of AI slop, I asked it to create a status update for me. So it dug through my browser history and came back with an incredibly long status I won’t bore you with all of it (and there was a lot) but here are the highlights from what it suggested:  “I dipped into Smartsheet and TeamSnap (because editors juggle rosters too!), flirted with Shopify and Amazon (holiday gift‑shopping? side hustle? you decide), and kept tabs on the news … . Somewhere in there I even remembered to log into Slack, schedule Zoom meetings, and read a few NYTimes and Technology Review pieces. Who says an editor’s life isn’t glamorous? 😊” 

Uh. Okay. I decided against posting that. There were some other equally unillustrious examples as well, but you get the picture. 

Aside from the agent, the other unique feature is having ChatGPT built right into the browser. Notice I said “unique,” not “useful.” I struggled with finding any obvious utility by having this right there, versus just going to chatgpt dot com. In some cases, the built-in chatbot was worse and dumber. 

For example, I asked the built-in ChatGPT to summarize a MIT Technology Review article I was reading for me. Yet instead of answering the question about the page I was on, it referred back to the page I had previously been on when I started the session. Which is to say it spit back some useless nonsense. Thanks, AI. 

OpenAI is marketing Atlas pretty aggressively when you come to ChatGPT now, suggesting people download it. And it may in fact score a lot of downloads because of that. But without giving people more of a reason to actually switch from more entrenched browsers, like Chrome or Safari, this feels like a real empty salvo in the new browser wars. 

It’s been hard for me to understand why Atlas exists. Who is this browser for, exactly? Who is its customer? And the answer I have come to there is that Atlas is for OpenAI. The real customer, the true end user of Atlas, is not the person browsing websites, it is the company collecting data about what and how that person is browsing.

This review first appeared in The Debrief, Mat Honan’s weekly subscriber-only newsletter.

E-Bike Founder’s Path to Purpose

By late 2023 Aaron Powell had become disillusioned with Bunch Bikes, the electric cargo bicycle company he founded in 2017. Costs were rising, cash was scarce, and the supply chain was chaotic.

He contemplated chucking it all, selling the business, and moving his family to Europe from his base in Texas.

Then he reconsidered. Bunch Bikes had many positives, including a sense of purpose and meaning from improving customers’ lives. So he stayed.

Aaron first appeared on the podcast two years ago. In this latest conversation, he addressed business uncertainty, resilience, family, and more. Our entire audio is embedded below. The transcript is condensed and edited for clarity.

Eric Bandholz: Who are you, and what do you do?

Aaron Powell: I’m the founder and CEO of Bunch Bikes, an electric family cargo bike company based in Texas. Think of it as the minivan of bikes. It carries pets, groceries, and up to six kids, all with electric assistance and a fun, smooth ride.

I first saw the concept in Copenhagen in 2012. Cargo bikes are hugely popular in Denmark, Sweden, and the Netherlands, where cycling is central to daily life.

Here in the U.S., far fewer people use bikes for everyday transport, but the potential market is enormous given the population. Awareness of cargo bikes remains low, even within the industry.

Running a bike company over the past few years has been intense with the pandemic and supply chain chaos. By late 2023, my wife and I were reevaluating our lives. We wondered if we’d be happier living elsewhere and began planning a move to the Netherlands. We spent months exploring cities, hiring an immigration lawyer, and figuring out logistics.

During the process, we realized that moving would mean leaving behind friends, family, and community. Our network here in Texas is meaningful. Starting over in a new country, always feeling culturally out of place, didn’t feel worth it.

We decided to stay and focus on making the most of our current life.

Bandholz: You alluded to the business challenges. Did you consider selling the company?

Powell: Yes. I nearly sold it when contemplating the move. We went through the steps of finding a buyer, completing due diligence, and planning the close. I was motivated by fear of uncertainty and market changes.

But the process made me see the positives. We were acquiring customers without running ads, referrals were strong, and our brand equity was driving sales. My team is rock solid — competent, trustworthy, and experienced. I can step away, and the business runs smoothly. That made me question why I’d sell something so well-established.

I’ve found that true value comes from building something meaningful that impacts others. Starting over from scratch doesn’t excite me. Appreciating what we have now has made me excited to tackle new challenges. Demand for our products remains strong. People still want bikes, so why not trust that there’s a path forward and focus on what we already built?

Bandholz: Was your team aware you were considering selling the business?

Powell: No, they weren’t. I didn’t want to spook anyone; employees naturally worry about job security. During the process, it was important to keep operations steady and minimize disruption. I’m usually transparent, but not in this case. Afterward, I debriefed them, revealing that I almost sold, but didn’t, and why.

Their response was impressive. They stepped up, took on responsibilities I usually handle, and kept the business functioning without issues. It made me appreciate their capabilities and commitment even more.

In hindsight, I could have shared some of this context sooner, but the debrief built deeper trust.

Bandholz: How do you balance business risk with the ability to adapt?

Powell: I thrive when I’m constrained. Clear, specific problems trigger my creativity. Open-ended situations, where anything is possible, are more challenging for me.

For example, when tariffs increased recently, I became an idea machine, exploring every solution. I didn’t panic. That mindset helps me focus on actionable steps rather than fear.

Looking ahead, I anticipate sales slowing or retail prices becoming unsustainable. I’m tackling it by reducing debt and increasing cash. One approach is to tap our loyal customers through a Wefunder equity raise. I’d rather give up some ownership now to secure financial flexibility.

Having cash on hand gives me time to solve problems. Plus, it’s extra capital to grow the business. The key is to act proactively, turning uncertainty into a problem-solving opportunity rather than letting fear freeze you.

My first ecommerce business was selling kids’ jewelry on Amazon. I realized making money alone wasn’t fulfilling. I wanted purpose and meaning. I was working minimal hours, but it didn’t feel impactful.

When I started Bunch Bikes, I intentionally built something more complicated, capital-intensive, and slow to scale — but deeply meaningful. Improving our customers’ lives makes all the effort worth it.

Bandholz: Where can people follow you, buy the minivan of bikes?

Powell: Our site is Bunchbike.com. I’m on X and LinkedIn.

Startup Vet Revives Legacy Fitness Brand

Jon Shanahan destroys the myth that founders make lousy employees. He co-founded Stryx, a men’s cosmetics provider, and is now a marketing executive at TRX, the storied exercise equipment company. He has thrived in both roles.

He joined TRX in late 2022 amid a post-Covid hangover and a stale legacy brand. Fast forward to late 2025, and TRX is refreshed and flourishing, thanks in part to Jon’s entrepreneurial mindset.

While at Stryx, Jon appeared on the podcast twice, in 2020 and 2022. In this latest conversation, he shares transitioning to a large corporation, the challenges of reviving a brand, and more.

Our entire audio is embedded below. The transcript is condensed and edited for clarity.

Eric Bandholz: What are you doing now?

Jon Shanahan: I transitioned to TRX Training as vice president of marketing at the end of 2022. TRX is the global training brand recognized for its distinctive black-and-yellow suspension straps, a bodyweight training system found in nearly every gym.

You helped us at Stryx when we launched into Target in 2022. Stryx and Beardbrand entered during a major aisle reset, which eliminated many existing brands. Four or five other companies launched alongside us, but by 2023, Target had removed all of us — even though our sales exceeded Target’s benchmarks.

TRX filed for bankruptcy in early 2022, following the collapse of the fitness boom. During the pandemic, anything fitness-related was popular, and TRX was everywhere — Nordstrom, REI, Hy-Vee. However, demand eventually dropped, and the company overextended itself.

In August, founder Randy Hetrick reacquired TRX. His goal was to modernize a 20-year-old global brand for a new generation. Initially, I wasn’t keen on moving to Florida from my home in Pennsylvania, but I eventually did, and I joined the team.

My initial focus was brand strategy. I conducted a global study — TRX operates in 80-plus countries — to clarify its identity and market role. That led to a complete refresh, including a new logo. Randy supported it, and it’s been well received.

Soon, I took over all marketing and later expanded into ecommerce and in-store retail, along with TRX’s commercial and education businesses. Unlike Stryx, where I was the face of the brand, here I’m behind the scenes, scaling a legacy brand. TRX had diehard fans, so the challenge is guiding that loyalty into growth and innovation.

Bandholz: You created a new TRX logo. Did it receive a backlash?

Shanahan: Surprisingly, no. In Europe, we have 25 long-time distributors who’ve supported TRX since Randy first sold straps himself. I was intentional in the redesign — it had to feel like TRX but with a modern edge. The heritage mattered, but it needed a fresh approach.

The decision came while we were building a new headquarters in Delray Beach. Seeing the old logo in the renderings, I realized that if we hadn’t changed it then, we never would. It marked a new era for TRX.

The update wasn’t drastic. We retained the iconic “TRX” name and black-and-yellow colors, while refining the design. Rolling it out took time because of our extensive SKUs. We phased it in digitally first, then packaging and straps, keeping costs down.

We also ensured stakeholders were on board. Distributors, retailers, and internal teams were the first to preview it. Notably, the redesign was by the original TRX designer — the same one who worked with Randy in his garage. Bringing him back gave the refresh authenticity.

The reception was smooth. For us, the new logo signaled TRX’s return and future direction.

Bandholz: You oversee retail, direct-to-consumer, and Amazon. How do you prioritize and align those channels?

Shanahan: Each channel requires a different approach. Amazon is a daily knife fight. You need competitive, lower-priced SKUs to stand out. Our ecommerce site, by contrast, is the brand’s showcase. That’s where we feature premium products and position TRX as the leader.

We manage channel conflict with multiple SKUs. For example, we sell 18 versions of the suspension trainer: two premium models on our stie, three “good-better-best” options on Amazon, and value-driven versions in physical retail.

Retail messaging is sport-specific, such as golf, pickleball, and tennis, since shoppers want programs tied to their favorite activities. On Amazon, people mostly search for “home gym” or “home strength,” so we optimize our keywords accordingly.

Our site emphasizes heritage — “the iconic strap” — and certain high-ticket products, such as our 20- and 40-pound weight vests. They wouldn’t sell on Amazon.

Beyond consumer channels, we’re expanding into commercial and educational sectors. That means learning what gyms, trainers, and pros need and then translating those insights back to consumers. After two years, I feel we’ve hit a stride — 2026 will be about strengthening those cross-channels.

Bandholz: You’ve transitioned from an entrepreneurial role at Stryx to a corporate environment.

Shanahan: Founders bring a unique skill set, but the transition isn’t always easy. For those early in their careers, I often recommend starting with an established company. You’ll get paid to make mistakes and learn valuable lessons. I spent years at Apple and a software firm before starting YouTube projects and co-founding Stryx. I can apply those lessons in a corporate role.

Joining an existing team, I leveraged my finance literacy while also focusing on listening. The first six months ideally are dedicated to understanding how things work before making any changes.

Clear communication is critical. I talk daily with leadership to share issues and align on direction, then relay that to the team. It feels like being a founder again — selling the vision, gathering feedback, and building buy-in.

Bandholz: Let’s talk about licensing. How can a brand establish those high-margin collaborations?

Shanahan: Licensing comes in two forms. In-licensing is what we did with The Ohio State University. We created a TRX strap branded with that school’s name, paid royalties, and benefited from the recognition. Out-licensing is the reverse: putting TRX on products we don’t manufacture. For that to work, our brand must carry strong market credibility.

TRX is authentic in functional training, so extending into other training products makes sense. It allows consumers to choose TRX-branded items over generic private-label alternatives at stores such as Dick’s Sporting Goods. That’s a direction we’re exploring for 2026.

We’ve had inbound interest from various companies. For example, Dick’s fitness section features Everlast resistance bands and New Balance jump ropes — products manufactured by third-party companies, which pay a 5–10% royalty. Walmart is similar, with about 60% of its fitness gear being licensed brands and 40% private label.

Bandholz: Where can people follow you, buy some TRX bands?

Shanahan: We’re at Trxtraining.com. Hit me up on LinkedIn.

CFO Shifts to Menswear, Egyptian Roots

In 2020, Karim Abed was the chief financial officer for a Texas-based home builder. The job paid well, he says, but he yearned to launch his own business and reconnect with his Egyptian heritage.

Fast forward to 2025, and that business is WYR, a men’s apparel brand utilizing Giza cotton, the storied fabric, and small Egypt-based factories. The company is thriving.

In our recent conversation, Karim addressed WYR’s initial struggles, subsequent growth, and, yes, the benefits of Egyptian cotton and craftspeople.

Our entire audio is embedded below. The transcript is condensed and edited for quality.

Eric Bandholz: Tell us who you are and what you do.

Karim Abed: I’m the founder of WYR, a men’s premium clothing brand launched in 2020. My girlfriend, now my wife, suggested WYR, shorthand for “what you’d rather” wear. I loved the simplicity and stuck with it.

Before WYR, I spent nearly a decade in Texas working in finance, eventually as the chief financial officer for a real estate division of a home builder. It was financially rewarding, but I wanted to create something of my own.

I eventually decided on clothing because of family connections in Egypt. I hoped to reconnect with my culture and heritage while producing quality items — shirts, pants, boxers — using Egyptian cotton, a renowned product.

In January 2020, just before the pandemic, I traveled to Egypt with fabric samples and refined patterns that I had worked on for six months, and I launched in July of that year.

I learned from mistakes. I kept my finance job to fund the business, so I could afford to lose a few bucks. We lost a good amount of money in the first and second years. Covid unexpectedly helped by letting me work from home and focus on WYR after hours.

Bandholz: When did you commit fully to the apparel company?

Abed: We sold only 1,000 units in the first six months and generated only $20,000 in revenue during the first year. Once I refined our selling proposition — premium Giza cotton, precise fit, great reviews — sales exploded. Revenue jumped to nearly $1 million in year two. That growth gave me the confidence to go full-time.

Many apparel brands order from large factories, often in Eastern Europe. I chose a different path. I source in Egypt and work with small artisan-run workshops instead of big manufacturers. A craftsman with 35 years’ experience leads our main facility. He still sews and manages a 15-person team.

Partnering with these artisans ensures meticulous quality and allows for custom details such as curved hems, unique stitching, and tailored armholes that large factories wouldn’t accommodate. We provide them enough business to focus solely on WYR.

To maintain standards, we added our own quality control team to these small factories. This hands-on approach lets us preserve the craftsmanship and fit that define our brand while scaling production responsibly.

All told, we utilize six factories, depending on demand. Each specializes in a skill. For example, one focuses on chinos because it has the right machinery for twill cotton, while another handles our curved hems, which require precise stitching. We match each product to the facility best suited for that craft.

This network took months to build. Through my wife’s family connections, I met an experienced production manager who joined our team. He helped us test numerous small workshops, dropping those that didn’t meet standards and adding new ones as needed.

Today, we have eight staff members in Egypt, including managers for quality control, inventory, and production. We also maintain a small warehouse. We operate lean, producing on an as-needed basis. Owning our yarn allows us to stay flexible and keep a tight inventory while ensuring consistent quality.

Bandholz: What’s the difference between Egyptian and Giza cotton?

Abed: Giza is a specific, long-staple strain of Egyptian cotton, graded by location and fiber type. It’s rare and government-regulated. Most “Egyptian cotton” products aren’t truly Giza. We secure production by reserving about 10 tons of yarn from a trusted textile mill and verifying it ourselves.

Consumers may think a t-shirt is machine-made start to finish, but for us, skilled labor is critical. Drawing and layering patterns, precise cutting, and careful sewing all affect the final quality. Every step — from picking the cotton to spinning, dyeing, and sewing — happens in Egypt.

Our cotton is expensive. It’s the highest input cost for our shirts. Cheaper alternatives are available in countries such as China, Bangladesh, and India. China, in particular, excels at synthetic athletic fabrics. But for authentic Giza cotton quality, Egypt is unmatched.

Bandholz: You’ve succeeded with apparel, a competitive industry.

Abed: The challenge was convincing consumers — who can’t feel our shirts online — of their value. We relied heavily on ads with quick, attention-grabbing messages about our fit, Giza cotton fabric, and simple, logo-free style. That built enough trust and reviews to drive repeat purchases, which remain our biggest growth engine.

Going viral isn’t realistic for minimalist basics. Our appeal is understated comfort and timeless quality, not flashy logos. Instead, we focus on steady customer acquisition and retention.

Early on, I hired several marketing agencies, but none cared as much as I did. With my finance and analytical background, I realized I could manage most of it myself. Now I handle ad strategy with one team member, outsourcing only content creation. For promotions such as Black Friday, we plan campaigns, drop the creative into our ads, and closely monitor performance.

Bandholz: How do you find content creators?

Abed: We produce podcast episodes in-house. Agencies create humorous ads, and our customers generate reviews and testimonials. I find creators on Instagram who match our minimalist vibe, then invite them to make authentic posts.

Surprisingly, simple flat-lay photos — just a well-styled shirt and pants — perform exceptionally well, although they’re difficult to shoot, so we outsource some of that work. The key is constant iteration and diverse creative sources to keep ads fresh.

I prefer creators who genuinely like our shirts, rather than those chasing paychecks. Some accept products in exchange for content. I avoid expensive “pay-to-play” deals because audiences can sense inauthenticity.

We briefly tried a large public relations agency for exposure, but it felt out of brand. I’d rather grow grassroots than pay athletes or influencers five-figure sums for sponsorships. Authenticity matters more than big-name endorsements.

Bandholz: What’s your next growth stage?

Abed: We intend to scale carefully. Having a single factory focused solely on us would be excellent. I’ve even toyed with opening my own facility, but that’s an entirely different business.

In a perfect world, I’d own every part of the supply chain, from production to selling. That gives customers the highest value and ensures the best quality. But I also value my life outside of work and want time with my family.

I’m not a fan of the “grow first, profit later” mindset. Some founders run losses for years before turning cash flow positive. I believe a business should prove itself within two or three years. Scaling takes steps. You can’t jump overnight from selling 200,000 shirts annually to 2 million. The supply chain must expand methodically to maintain quality.

Bandholz: Where can people buy your shirts or reach out?

Abed: Our site is Wyrwear.com. We’re also on Instagram. I’m on LinkedIn.

36 Ways to Revive an Ecommerce Business

Listeners and readers of “Ecommerce Conversations” know I occasionally depart from interviews to share my experiences owning and operating Beardbrand, the direct-to-consumer brand I launched a decade ago. To date, I’ve addressed hiring, branding, profit-building, priority-setting, exiting, overcoming setbacks, and top business models.

This too is a solo episode, addressing entrepreneurial doldrums, when a business is seemingly stuck in no growth or worse. Certainly that’s the story of Beardbrand over the past couple of years.

So here are 36 ideas to jolt a company forward. Think of this as a checklist for tackling new projects, cutting costs, or simply resetting your focus.

My entire audio dialog is embedded below. The transcript is condensed and edited for clarity.

Operations

Build framework. Implement a clear operating framework, such as EOS — Entrepreneurial Operating System — to guide meetings, goal-setting, and accountability. It keeps everyone aligned and focused.

Define culture. Clarify why your company exists, who you serve, and how. If you haven’t done these things, you can feel lost, really quickly. Boundaries create focus, and focus strengthens customer relationships.

Define mission and core values. Create a memorable mission and concise core values for your team to live by. At Beardbrand, our values are freedom, hunger, and trust — balanced and reinforced through interviews, reviews, and everyday recognition.

Outsource when necessary. Regularly assess what to keep in-house and what to outsource. A smaller, focused team provides flexibility and freedom, while trusted external partners handle the rest.

Improve manufacturing. Continuously evaluate suppliers and get multiple quotes. Choose partners that meet quality, timing, and minimum order quantities, and stay ready for changes in pricing or management.

Implement better shipping. Re-quote carriers such as FedEx, UPS, USPS, and DHL to maintain competitive rates. Review box sizes, packaging, and 3PL processes to optimize costs, minimize errors, and enhance the customer experience.

Mitigating Risk

ADA compliance. Keep your site accessible and up to date with the requirements of the Americans with Disabilities Act to protect customers with disabilities and avoid lawsuits. Maintain a clear process for regular audits to defend your business when necessary.

Terms and privacy. Have a lawyer review your terms and privacy policy instead of relying on boilerplate text. Ensure compliance with privacy laws, including the E.U.’s General Data Protection Regulation and state-specific regulations in jurisdictions such as California and Virginia. Use pop-ups to obtain consent and avoid tracking visitors who decline.

Insurance. Verify that your coverage aligns with revenue and risk. Shop multiple providers each year to confirm you’re getting the best rate and protection.

Pay off debt. Run lean. Keep debt as low as possible so you can scale down if times get tough and borrow only when necessary.

Trademarks. Register your brand name and unique product names. Regularly search for copycats and address violations promptly, ideally with a polite initial approach before escalating to legal action.

Copyrighted photography. Use only images and text you own or license. AI art isn’t always immune to claims, and some creators are aggressive about enforcing their rights. Remind your team that use carries real legal risk.

Product claims. Avoid guaranteed-result language. You can say a product “helps” or “improves appearance,” but words like “cures” or “heals” trigger regulatory oversight.

Two-factor authentication. Enable 2FA for every employee and account to guard against phishing and unauthorized logins.

Secure email. Set up DMARC, SPF, and DKIM to prevent spoofing or impersonation of your domain.

Unused apps. Remove apps you no longer use. Old, unsupported apps can become back doors for hackers or leak your data.

Unused subscriptions. Audit credit cards and recurring charges. Cancel forgotten subscriptions and consider issuing new cards yearly to keep hidden costs and risks low.

Marketing

New customer strategy. Explore new channels. Are you on Amazon, Walmart, Etsy, and eBay? Know where your prospects are shopping, especially if you’re product-focused versus brand-focused.

In-person channels. Consider B2B and niche retailers, from independent pharmacies to mass-market stores. Smaller markets or events, such as marathons or trade shows, can offer stable, untapped opportunities.

Expand your reach. Google and Meta are common, but don’t forget TikTok, Snapchat, Pinterest, X, and YouTube. Other platforms and plugins can amplify reach.

Direct mail. Use direct mail for customers who have unsubscribed from emails. It’s another owned channel to reach potential buyers.

SMS. Similar to email, SMS is a direct and effective means of communication.

Advertising on other platforms. Market on email newsletters, websites, or programmatic TV if your budget allows. Even magazines can offer last-minute ad opportunities.

SEO/GEO. Search engine optimization may feel outdated, but it still matters to drive generative engine optimization. Ensure your site adheres to solid SEO fundamentals, establish a strong public relations presence, and remain active on Reddit, which feeds AI crawlers. Keep your brand visible as user search behavior shifts.

Influencer marketing. Work with micro or mega influencers. Utilize TikTok Shops or user-generated content to expand reach and create authentic content.

Organic social. Build your brand with organic social content. Use it to increase awareness, create authenticity, and enhance your ads.

Global markets. Expand internationally only after significant sales. Start with English-speaking countries, then Europe or China. Consider regulatory and operational costs.

AOV. Increase average order value with bundling, price testing, and shipping thresholds. Promotions and quiet price adjustments can drive higher orders.

Post-purchase upsells. Offer complementary products immediately after purchase to increase revenue per customer.

Category expansion. Launch related products that pair with existing items to encourage multiple purchases.

A/B testing. Optimize and test website layout, marketing copy, promotions, pricing, and more to increase conversion rates.

Repeat orders. Encourage repeat purchases, especially for consumables. For slower-turnover items, target niche buyers, such as developers or bulk purchasers.

Loyalty programs. Be cautious with formal programs — they can backfire. Consider offering informal rewards for milestones, such as gifts after multiple orders.

Post-purchase flow. Ensure emails and communications reach customers, and use small surprises to delight them and create loyalty.

Surprise and delight. Over-deliver on promises. Include small gifts, such as planners or notes, to enhance the customer experience, especially for higher-end products.

Subscriptions. Optimize subscription offerings to keep customers engaged and revenue flowing.