MNLY’s At-Home AI Powers Men’s Health

Next-gen health and wellness is an apt description of MNLY. Luke Hartelust launched the platform in 2021, pronouncing it “manly,” and then pivoted twice while remaining focused on modern care for men.

The current version combines AI with home-based testing, diagnoses, and nutrition. Customers pay an upfront fee and a monthly subscription afterward.

In our recent conversation, Luke shared the company’s origins, growth, mistakes, and more. The entire audio of that discussion is embedded below. The transcript is condensed and edited for clarity.

Eric Bandholz: Tell us about your work.

Luke Hartelust: I’m the founder and CEO of MNLY, a men’s health and wellness platform. We use at-home diagnostics, AI, and advanced tech to create custom supplement, lifestyle, and nutrition solutions.

My background is in fitness franchising. I led multiple locations across Southern California and worked closely with male entrepreneurs and executives. That experience revealed gaps in men’s healthcare, particularly in the lack of proactive, preventative approaches.

Telehealth has improved access to care, but the model has flaws. Most providers have long waitlists — often up to 90 days for lab results and treatment plans due to backlogged consultations.

At MNLY, we streamlined the process. We removed the practitioner bottleneck and built a scientific advisory board to train a complex AI model. The result is an automated analysis and quick, personalized health recommendations, going from signup to actionable results much faster than traditional telehealth providers.

Bandholz: Walk me through the customer journey.

Hartelust: Customers start by purchasing our at-home blood sample kit — a simple finger prick using dried blood spot sampling, eliminating the friction of in-person visits. Once received, our partner lab processes samples within hours.

While awaiting results, users complete an 86-question health assessment. It focuses on seven areas: concentration, confidence, stamina, mood, sleep, libido, and recovery.

We combine lab and assessment data — roughly 100 data points per user — to generate a clean, easy-to-understand health dashboard. It explains results and provides reference ranges, visuals, and comparison metrics. An overall health score benchmarks the data.

Next, our AI builds a personalized health plan, including nutrition suggestions based on biomarkers and lifestyle hacks such as breathwork and even testicular cooling for hormone support.

Finally, we formulate a custom dietary supplement. Based on the user’s data, our AI prescribes specific nutrients and doses. We then manufacture the supplement and ship every 30 days. It’s fully automated.

Bandholz: What does it cost customers?

Hartelust: The initial lab kit is $199. Supplements are $249 per month.

We recommend retesting with new blood samples every three to five months. Each time new bloodwork is submitted, our system updates all biomarkers, adjusts supplement dosages, and revises the health plan. Users experience clear visual progress, including changes to their overall health score.

We’ve just completed our first year in business. It’s our third iteration under the MNLY brand. We launched in 2021 as a nutritional subscription box provider, with two attempts.

A year ago, with this version, we didn’t prioritize retention. Our small team focused on product development, and we lacked an automated customer journey to guide and remind users about retesting. We started those reminders 90 days ago.

From an ecommerce perspective, not building that journey sooner was one of our biggest missteps. Many customers experienced strong results in the first six weeks — improved libido, mood, sleep, recovery, and focus — but when those effects plateaued, some dropped off around the five- or six-month mark. Even though biological improvements continued, users weren’t always aware without updated data. That’s why consistent testing and communication are now central to our retention strategy.

Bandholz: What’s your growth strategy?

Hartelust: As a startup raising capital in a tough market, I needed a strategic partner to expand our reach. I secured a deal last year with Hyrox, an indoor fitness competition, as its exclusive U.S. men’s health partner. I landed the deal with just a minimal viable product and a pitch deck, right before Hydrox’s U.S. expansion took off.

The company’s events grew in a year from 2,000 athletes to 14,000, and its audience — 50,000 social followers, 30,000 email subscribers, and 200 gym partners — aligned perfectly with our brand. We paid for the sponsorship, but it gave us massive exposure, credibility, and direct access to our core demographic.

We could have taken out, say, $100,000 in Meta Ads. That same $100,000 in a strategic Hyrox sponsorship gets us brand equity, athletes, investors, and a much lower acquisition cost — around $200 per customer, far better than we could achieve with ads alone.

Bandholz: How do you convert Hyrox athletes?

Hartelust: A presence on-site at the competitions is our most effective strategy. We recently wrapped an eight-month national tour where we set up our brand installation inside each venue. Our core leadership team was there to bring deep product knowledge, passion, and real connection.

The sponsorship provided us with access to email lists and social media audiences. Before the competition, we emailed attendees with offers, a discount code, and booth details. We reminded them of the promotion during the event and shared recaps after. We encouraged the participants to show the code at the booth for a lower rate.

Bandholz: How did you raise the capital to fund such a complex launch?

Hartelust: I spent the first six years of my career building wellness and fitness studios and nurturing strategic relationships. When we sold the company in 2021 for several million dollars, I reinvested some capital to start MNLY. But, again, before our current model, MNLY failed twice as a subscription box concept. I lost a lot on those early versions before pivoting to what we have now.

Launching this model required more than just personal funds, so I began raising a true pre-seed round about 18 months ago. I had raised capital before, but never for a startup. I tapped every possible connection — friends, family, clients — and hired a virtual assistant for cold outreach. One of our venture capital partners shared a valuable investor database. I ended up doing roughly 250 pitches and raised just under $800,000.

This round focused on micro angels rather than traditional VCs. Many brands rely heavily on Meta ads and lack a real connection. We leveraged our Hyrox community and offered equity to athlete ambassadors, which provided us with additional operational capital. That blend of brand, relationships, and community has fueled our growth.

Bandholz: Where can people support you?

Hartelust: Our website is getMNLY.com. We’re @getMNLY on Instagram and Facebook. I’m on LinkedIn.

10 Books on Slowing Down, Stepping Away

In the summer, busy people are supposed to relax and rejuvenate. Yet ecommerce owners and team members struggle to slow down and step away. Here are 10 books to help. Who knows, perhaps a little downtime will spark a creative idea!

The Brain at Rest

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The Brain at Rest

by Joseph Jebelli, PhD

“The Brain at Rest: How the Art and Science of Doing Nothing Can Improve Your Life” is a scientific guide to leaving overwhelm and burnout behind and finding healthy, sustainable ways to achieve goals. Jebelli argues that by allowing the brain to rest with activities such as baths and long nature walks, we can lower stress and elevate productivity.

A-B-C Delegation

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A-B-C Delegation

by Stefan J. Feuerstein

“A-B-C Delegation: The Manager’s Guide to Effective Delegation” reminds us that entrepreneurs can take time off only by delegating tasks and responsibilities. Feuerstein has led organizations of all sizes in the U.S. and Latin America, providing a simple framework and handbook for delegating without micromanaging or losing control.

Unplug

Cover of Unplug

Unplug

by Richard Simon

“Put down your phone, pick up your life” says the author of “Unplug: How to Break Up with Your Phone and Reclaim Your Life.” A former journalist and longtime director of website strategy for Georgetown University, Simon cites the shocking statistic that Americans spend on average 75 equivalent days a year looking at their smartphones! He provides tips for setting the device aside, drawing on insights from wellness experts and ordinary people.

Sustainable Ambition

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Sustainable Ambition

by Kathy Oneto

“Sustainable Ambition: How to Prioritize What Matters to Thrive in Life and Work,” by the host of the Sustainable Ambition podcast, challenges readers to be as strategic about their life goals as their careers in this Amazon #1 New Release. Oneto suggests forgetting “the myth of work-life balance” and adopting her “Right Ambition, Right Time, Right Effort” framework to “dream big” while avoiding burnout. A companion workbook and planner are also available.

Meditations for Mortals

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Meditations for Mortals

By Oliver Burkeman

In “Meditations for Mortals: Four Weeks to Embrace Your Limitations and Make Time for What Counts.” Burkeman asks, “What if purposeful productivity were often about letting things happen, not making them happen?” Published last fall, the book is available in multiple formats and languages and won a 2024 Goodreads Choice Award for Nonfiction. Burkeman’s book on time management, “Four Thousand Weeks,” was a 2021 New York Times bestseller.

Feel Good Productivity

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Feel Good Productivity

By Ali Abdaal

In “Feel Good Productivity,” Abdaal asks, “Does productivity always have to be a grind?” In this 2024 Goodreads Choice Nonfiction nominee, he draws on psychological research and real-world success stories to create principles for preventing burnout and promoting fulfillment, offering simple changes to live better and feel happier.

Stop Overthinking

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Stop Overthinking

by Nick Trenton

In “Stop Overthinking: 23 Techniques to Relieve Stress, Stop Negative Spirals, Declutter Your Mind, and Focus on the Present,” Nick Trenton promises his techniques can help overcome negative thought patterns. His ideas are more tried and true than groundbreaking, but a 4.5-star rating from 13,000 Amazon reviewers demonstrates their widespread value.

The Joy of Missing Out

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The Joy of Missing Out

by Tanya Dalton

Fortune magazine listed “The Joy of Missing Out: Live More by Doing Less” as a Top 10 Business Books winner in 2019. In it, Tanya Dalton offers readers an action plan for change — to identify what’s important and discover their purpose — with printable worksheets to help shift readers’ perspectives and live abundantly.

Breath

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Breath

by James Nestor

Per Nestor, eating right, exercising, youth, and thinness mean nothing if you aren’t breathing properly. In “Breath,” a 2020 Best Book by National Public Radio and a Washington Post Notable Nonfiction book of the same year, he delves into the latest scientific research and ancient practices to overturn conventional wisdom and explain the benefits of breathing right.

Wherever You Go, There You Are

Cover of Wherever You Go, There You Are

Wherever You Go, There You Are

by Jon Kabat-Zinn, PhD

Kabat-Zinn is a pioneering researcher on how mindfulness meditation can prevent and heal illnesses and reduce stress, having authored several books on that topic. This classic, “Wherever You Go, There You Are: Mindfulness Meditation in Everyday Life (30th Anniversary Edition),” has sold more than 1 million copies since its publication in 1994 and has been updated to reflect new research.

Ecommerce to Real Estate: An Owner’s Story

Shakil Prasla once owned 12 ecommerce consumer brands generating $50 million in combined annual revenue with 50 employees. But he grew weary of the fluctuating revenue and non-stop marketing, so he pivoted during Covid to wholesale personal protective equipment.

That’s when he and I last spoke. The PPE business, Gloves.com, had misgauged demand and lost, initially, a whopping $6 million. He has since recovered and pivoted again, this time to real estate and convenience-store gas stations.

He’s an example of resilience, priorities, and seizing opportunities. He shared those lessons and more in this our latest conversation.

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

Eric Bandholz: Give us a rundown of what you do.

Shakil Prasla: I own Gloves.com. We primarily sell disposable protective gloves for medical, food service, and other industries, mostly wholesale. We import from overseas, store our inventory in warehouses, and have a team of sales representatives who build relationships and sell to large distributors, such as Sysco.

Sysco, in turn, supplies restaurants and businesses like McDonald’s and Taco Bell. Orders flow through backend integrations, and while we use automation, we’re essentially a logistics company: importing, storing, and distributing goods.

I acquired the business with a private equity group. The brand has been around for over 30 years, so it came with an established sales history. When evaluating it, we looked at total market share — disposable gloves are a surprisingly massive, multi-billion-dollar industry. They’re used everywhere: hospitals, nail salons, barber shops, grocery stores, even gardening.

While gloves are our core offering, we also provide other disposable wearables, such as bouffant caps and beard covers. What I learned from ecommerce is that consumables drive strong repeat business. Customers reorder when they run out, which increases lifetime value and makes the business model attractive.

I bought my first online business in 2013, before acquiring ecommerce brands was popular. I enjoyed improving and growing them. By 2018, I owned 12 brands, generating over $50 million in annual revenue with more than 50 employees.

During Covid, I sold most of my brands and transitioned into wholesale distribution of personal protective equipment. Now, I’m also involved in real estate — buying land, building strip centers, and gas stations around Austin, Texas.

Bandholz: You scaled this business quite a bit.

Prasla: We acquired the company with just the inventory — no team, no tech — so we had to rebuild it from the ground up. Fortunately, it had been a large business with strong brand recognition, so we focused on the low-hanging fruit: reactivating old customers.

We reached out to clients from 15 to 20 years ago and informed them that the brand had new ownership, improved service, and the same trusted products. We addressed past issues and emphasized improvements — faster shipping, better pricing, and consistent product quality. That approach worked well, and many customers returned.

Unlike ecommerce, where you’re constantly running ads on Facebook, Google, TikTok, and writing emails, we don’t rely on traditional marketing. Our sales reps do the marketing. They follow KPIs, and their bonuses are tied to performance. That incentive structure has been a key driver of our growth.

Bandholz: How do you find operators and get aligned so they can thrive and help scale the business?

Prasla: I realized early on that operations aren’t my strength — I get bored by the day-to-day details. Back in my ecommerce days, I started outsourcing operations. I hired someone from what was then oDesk (now Upwork) to handle customer service, agency calls, and other tasks. At first, it was messy because I didn’t have proper operating procedures, but I refined the process over time.

Finding great people is hard. A one-hour interview isn’t enough. Candidates are selling themselves, and what they present isn’t always accurate. So there’s a trial-and-error phase.

Today, we use staffing agencies, LinkedIn, and platforms like Monster. My human resources team handles job postings, and we make sure to clearly outline the role — for example, “I need a leader to run a nine-figure business and inspire sales reps.” That clarity helps attract the right people.

Incentives are also critical. Some candidates seek a stable income, while others prefer a lower base pay with high performance bonuses. I try to understand what motivates them and tailor compensation accordingly.

To filter applicants, we include a short questionnaire: “If you were running this company, how would you grow it?” Only thoughtful responses move forward. Then our team conducts interviews, and I speak with the final candidates. That’s the process that’s worked for me.

Bandholz: What is your relationship with the CEOs?

Prasla: I keep it simple. One 30-minute call per week, focused on high-level strategy. We review a dashboard with key metrics, including revenue, what’s working, what’s not, and where the opportunities lie. I get the agenda in advance, and we stick to it.

I don’t micromanage. My job is to empower, not control. I give CEOs guardrails — for example, “Let’s grow from $1 million to $1.2 million this year.” Then I ask how they plan to do it. They break it down into quarterly and monthly KPIs. Maybe the goal is to increase conversion from 1% to 1.5% through home page A/B testing. I guide the direction, but they own the execution.

That ownership is key. When they create the plan, they’re more committed to achieving it.

Compensation for a seven- or eight-figure company typically includes a base salary ranging from $150,000 to $300,000, plus phantom equity that vests over time, profit sharing, and performance bonuses.

If my CEO brings in an extra $1 million in value, I’m happy to share in that. It’s about alignment — when they win, we all win.

Bandholz: Tell us about the shift into real estate and convenience stores, and getting into strip malls.

Prasla: My move into real estate came from two things I noticed in ecommerce. First, the ecommerce revenue was unpredictable. One month it would be up, the next it would drop due to factors such as algorithm changes, underperforming ads, or supply chain issues. It was stressful, and I wanted more stability. Second, I wanted to build long-term wealth through equity, not just profit. Real estate gave me both.

It’s been a fun challenge. I enjoy negotiating land deals and working with brokers, developers, and banks. Once I find a property, the real planning begins — figuring out the building footprint, engineering, architecture, and sometimes dealing with environmental or access issues. It’s rewarding to see a project come to life from the ground up.

I’m not the general contractor — I hire one to manage all the subcontractors, including plumbing, roofing, MEP, and foundation, among others. We also work with about 20 professionals per project, including architects, engineers, and traffic consultants. Financing typically requires a down payment of 20–35%. After construction and getting a certificate of occupancy, it takes about six months to stabilize.

This isn’t a flip strategy for me — I plan to hold the properties long term. Traffic at busy intersections brings consistent footfall, unlike the volatility of ecommerce.

After years of grinding, experiencing burnout, and incurring some losses driven by ego, I’ve reevaluated what truly matters. I have two young kids, and now my priority is time — being present. I built a stable financial base, and now I’m focused on enjoying the next chapter.

Bandholz: Where can people find you?

Prasla: Gloves.com is our business for disposable products. Our convenience stores — called Snack Stop  — are in Austin, Texas, where I live. I’m on LinkedIn.

Job titles of the future: Pandemic oracle

Officially, Conor Browne is a biorisk consultant. Based in Belfast, Northern Ireland, he has advanced degrees in security studies and medical and business ethics, along with United Nations certifications in counterterrorism and conflict resolution. He’s worked on teams with NATO’s Science for Peace and Security Programme and with the UN High Commissioner for Refugees, analyzing how diseases affect migration and border security.

Early in the emergence of SARS-CoV-2, international energy conglomerates seeking expert guidance on navigating the potential turmoil in markets and transportation became his main clients. Having studied the 2002 SARS outbreak, he predicted the exponential spread of the new airborne virus. He forecast the epidemic’s broadscale impact and its implications for business so accurately that he has come to be seen as a pandemic oracle. 

Browne produces independent research reports and works directly with companies of all sizes. One of his niches is consulting on new diagnostic toolsfor example, in his work with RAIsonance, a startup using machine learning to analyze cough sounds correlated with tuberculosis and covid-19. For multinational corporations, he models threats such as the possibility of avian influenza spreading from human to human. He builds most- and least-likely scenarios for how the global business community might react to an H5N1 outbreak in China or the US. “I never want to be right,” he says of worst-case predictions. 

Navigating uncertainty

Biorisk consultants are often trained in fields related to epidemiology, security, and counterterrorism. Browne also studied psychology to understand how humans respond to disaster. In times of increasing geopolitical volatility, he says, biomedical risk assessment must include sociopolitical forecasting.

Demand for this type of crisis planning exploded in the corporate world in the aftermath of 9/11. Executives learned to create contingency plans for loss of personnel and infrastructure as a result of terrorism, pandemics, and natural disasters. And resilience planning proved crucial early in the covid-19 pandemic, as business leaders were forced to adjust to supply chain disruptions and the realities of remote work. 

Network effects

By adding nuanced qualitative analysis to hard data, Browne creates proprietary guidance that clients can act on. “I give businesses an idea of what is coming, and what they do with that information is up to them,” he says. “I basically tell the future.”

Britta Shoot is a freelance journalist focusing on pandemics, protests, and how people occupy space. 

The Bank Secrecy Act is failing everyone. It’s time to rethink financial surveillance.

The US is on the brink of enacting rules for digital assets, with growing bipartisan momentum to modernize our financial system. But amid all the talk about innovation and global competitiveness, one issue has been glaringly absent: financial privacy. As we build the digital infrastructure of the 21st century, we need to talk about not just what’s possible but what’s acceptable. That means confronting the expanding surveillance powers quietly embedded in our financial system, which today can track nearly every transaction without a warrant.

Many Americans may associate financial surveillance with authoritarian regimes. Yet because of a Nixon-era law called the Bank Secrecy Act (BSA) and the digitization of finance over the past half-century, financial privacy is under increasingly serious threat here at home. Most Americans don’t realize they live under an expansive surveillance regime that likely violates their constitutional rights. Every purchase, deposit, and transaction, from the smallest Venmo payment for a coffee to a large hospital bill, creates a data point in a system that watches you—even if you’ve done nothing wrong.

As a former federal prosecutor, I care deeply about giving law enforcement the tools it needs to keep us safe. But the status quo doesn’t make us safer. It creates a false sense of security while quietly and permanently eroding the constitutional rights of millions of Americans.

When Congress enacted the BSA in 1970, cash was king and organized crime was the target. The law created a scheme whereby, ever since, banks have been required to keep certain records on their customers and turn them over to law enforcement upon request. Unlike a search warrant, which must be issued by a judge or magistrate upon a showing of probable cause that a crime was committed and that specific evidence of that crime exists in the place to be searched, this power is exercised with no checks or balances. A prosecutor can “cut a subpoena”—demanding all your bank records for the past 10 years—with no judicial oversight or limitation on scope, and at no cost to the government. The burden falls entirely on the bank. In contrast, a proper search warrant must be narrowly tailored, with probable cause and judicial authorization.

In United States v. Miller (1976), the Supreme Court upheld the BSA, reasoning that citizens have no “legitimate expectation of privacy” about information shared with third parties, like banks. Thus began the third-party doctrine, enabling law enforcement to access financial records without a warrant. The BSA has been amended several times over the years (most notoriously in 2001 as a part of the Patriot Act), imposing an ever-growing list of recordkeeping obligations on an ever-growing list of financial institutions. Today, it is virtually inescapable for everyday Americans.

In the 1970s, when the BSA was enacted, banking and noncash payments were conducted predominantly through physical means: writing checks, visiting bank branches, and using passbooks. For cash transactions, the BSA required reporting of transactions over the kingly sum of $10,000, a figure that was not pegged to inflation and remains the same today. And given the nature of banking services and the technology available at the time, individuals conducted just a handful of noncash payments per month. Today, consumers make at least one payment or banking transaction a day, and just an estimated 16% of those are in cash

Meanwhile, emerging technologies further expand the footprint of financial data. Add to this the massive pools of personal information already collected by technology platforms—location history, search activity, communications metadata—and you create a world where financial surveillance can be linked to virtually every aspect of your identity, movement, and behavior.

Nor does the BSA actually appear to be effective at achieving its aims. In fiscal year 2024, financial institutions filed about 4.7 million Suspicious Activity Reports (SARs) and over 20 million currency transaction reports. Instead of stopping major crime, the system floods law enforcement with low-value information, overwhelming agents and obscuring real threats. Mass surveillance often reduces effectiveness by drowning law enforcement in noise. But while it doesn’t stop hackers, the BSA creates a trove of permanent info on everyone.

Worse still, the incentives are misaligned and asymmetrical. To avoid liability, financial institutions are required to report anything remotely suspicious. If they fail to file a SAR, they risk serious penalties—even indictment. But they face no consequences for overreporting. The vast overcollection of data is the unsurprising result. These practices, developed under regulations, require clearer guardrails so that executive branch actors can more safely outsource surveillance duties to private institutions.

But courts have recognized that constitutional privacy must evolve alongside technology. In 2012, the Supreme Court ruled in United States v. Jones that attaching a GPS tracker to a vehicle for prolonged surveillance constituted a search restricted by the Fourth Amendment. Justice Sonia Sotomayor, in a notable concurrence, argued that the third-party doctrine was ill suited to an era when individuals “reveal a great deal of information about themselves to third parties” merely by participating in daily life.

This legal evolution continued in 2018, when the Supreme Court held in Carpenter v. United States that accessing historical cell-phone location records held by a third party required a warrant, recognizing that “seismic shifts in digital technology” necessitate stronger protections and warning that “the fact that such information is gathered by a third party does not make it any less deserving of Fourth Amendment protection.”

The logic of Carpenter applies directly to the mass of financial records being collected today. Just as tracking a person’s phone over time reveals the “whole of their physical movements,” tracking a person’s financial life exposes travel, daily patterns, medical treatments, political affiliations, and personal associations. In many ways, because of the velocity and digital nature of today’s digital payments, financial data is among the most personal and revealing data there is—and therefore deserves the highest level of constitutional protection.

Though Miller remains formally intact, the writing is on the wall: Indiscriminate financial surveillance such as what we have today is fundamentally at odds with the Fourth Amendment in the digital age.

Technological innovations over the past several decades have brought incredible convenience to economic life. Now our privacy standards must catch up. With Congress considering landmark legislation on digital assets, it’s an important moment to consider what kind of financial system we want—not just in terms of efficiency and access, but in terms of freedom. Rather than striking down the BSA in its entirety, policymakers should narrow its reach, particularly around the bulk collection and warrantless sharing of Americans’ financial data.

Financial surveillance shouldn’t be the price of participation in modern life. The systems we build now will shape what freedom looks like for the next century. It’s time to treat financial privacy like what it is: a cornerstone of democracy, and a right worth fighting for.

Katie Haun is the CEO and founder of Haun Ventures, a venture capital firm focused on frontier technologies. She is a former federal prosecutor who created the US Justice Department’s first cryptocurrency task force. She led investigations into the Mt. Gox hack and the corrupt agents on the Silk Road task force. She clerked for US Supreme Court Justice Anthony Kennedy and is an honors graduate of Stanford Law School.

Faith, Family, and Ecommerce

Michael Simpson is a New Mexico-based father of seven and a National Guard veteran. Returning from a 2021 deployment, he sought a business to acquire, hoping to move on from his previous job. A listing from the Quiet Light brokerage caught his attention.

Discount Catholic Products had launched in 2003 and was for sale. The company’s mission appealed to Michael. Plus it was not reliant on Amazon or a single product or imports from China — all key requirements. He purchased the business.

Fast forward to 2025, and the retailer perseveres. Michael’s role has evolved to part-time oversight. A single employee, his sister-in-law, runs daily operations with help from his kids.

In our recent conversation, he and I discussed financing the acquisition, cash flow challenges, marketing tactics, 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?

Michael Simpson: I own Discount Catholic Products, an online retailer of spiritual goods, such as prayer cards, decorative crosses, and church supplies. It launched in 2003, and my wife, Catie, and I bought it in 2021. We ran it together for a couple of years, but recently I accepted a job with the National Guard, where I’ve served for 22 years. We have seven kids who help with the business, as does my sister-in-law, our only employee.

I found the business through Quiet Light, a brokerage. I’d been on their email list for a year. I wanted something that wasn’t reliant on Amazon, with its own website, not tied to a single product or imported from China. I also wanted a product I could genuinely care about. This listing was the first that fit my criteria and budget.

I saved about $40,000 for a down payment from a deployment in Africa with the National Guard. After returning, during the pandemic, I didn’t want to go back to my old job.

To acquire the business, we injected our down payment and borrowed from the Small Business Administration, securing a 10-year loan at a 5.5% interest for the first five years. Plus the seller carried 5% of the purchase price on a 10-year loan. I also secured a line of credit early, which I highly recommend.

Four years in, we’ve paid about 25% of the debt.

Bandholz: Has the business met your expectations?

Simpson: There were definitely surprises. The business carried about $75,000 in inventory across thousands of SKUs. I negotiated that down to $65,000, but probably still overpaid by $15,000. A lot of it was stale items that sold maybe one unit a year or not at all.

I also underestimated working capital needs. I figured cash flow would be smooth with immediate revenue from customers and 30-day terms with U.S. suppliers. However, our cash quickly evaporated as we expanded and purchased more inventory.

I assumed only about 10% of products were drop-shipped, mostly larger or more expensive items. In reality, it was a lot more. That became a problem as the global supply chain fell apart during Covid. Products from Italy, China, and even the U.S. were delayed or unavailable, leading to backorders.

So early on we shifted to more in-house inventory. We now run our own warehouse from our base in Albuquerque, New Mexico. We sell and ship low-cost, low-margin, lightweight products. The pick-and-pack fees of a third-party fulfillment provider would wipe out profits.

Bandholz: Did the seller have employees?

Simpson: She ran it with a friend, who handled pick, pack, and ship, as well as customer service. She decided to sell when the friend couldn’t continue. I underestimated the amount of work involved. I assumed my wife and I could handle it easily.

But it turned out to be nearly full-time for both of us. My wife handled fulfillment, while I managed customer service, reordering, website updates, and finances. We hired an employee early on, but she moved away. The next hire didn’t work out. So for about two years, my wife was doing fulfillment a few times a week, and I was managing everything else.

Then we had our seventh baby about a year ago. With a newborn and several homeschooled kids, my wife couldn’t keep working in the business. So we hired her sister, and it has worked out well. She works part-time, from about 9:00 a.m. to 1:30 p.m. — enough time to handle fulfillment and customer service.

Bandholz: You’re now employed outside the business.

Simpson: Yes. I realized a few months ago I was borrowing from our line of credit to pay myself a modest salary, which made no sense. I’d been praying the business would improve, and soon, an unexpected opportunity came up — working with the National Guard on a local project. It pays double what I was paying myself and has regular hours, so I took it. Now I’m focused on reducing debt and stabilizing the business, which is being run day-to-day by our one employee.

We have a 30% contribution margin, but that wasn’t enough to cover fixed costs and my salary. Once I stepped back, the business became profitable again. Ironically, sales are now up even though I’m barely involved. A mastermind peer joked, “I think you found the problem!”

Now I’m focused on high-impact tasks such as ordering inventory and launching email campaigns. I’m training our employee to take on more responsibilities. My goal is to fully step out of daily operations and focus on long-term growth — working on the business, not in it.

Bandholz: How do sales break down between individuals and churches?

Simpson: About 80% of our sales come from individuals, with the rest from churches and schools. We have amazing customers.

One woman received a broken statue, so we shipped another. She ended up fixing the first one, sold it on eBay, and sent us the money. Another customer purchased a replacement necklace, then found the original and asked to pay for both. We’ve had dozens of stories like that — just honest, kind people.

Churches are great customers. They place large orders — $500 to $1,000 — but without the red tape of big organizations. Often, it’s parish secretaries or priests placing the order, and they tend to buy year after year.

Bandholz: What’s your marketing strategy?

Simpson: We’re primarily a demand capture business, not demand generation. Meta Ads haven’t been profitable — we’re lucky to break even. However, Google Shopping ads consistently deliver a return of 4.0 or higher. We also rely on organic search traffic. Social media has never been a big sales driver.

Email has been critical. The previous owner had a distinct tone, but we’ve since shifted to our own voice, which resonates well. Customers often respond warmly, and many older buyers even call to place their orders directly.

Bandholz: Where can folks buy your products and connect?

Simpson: Our site is DiscountCatholicProducts.com. I’m on X and LinkedIn.

Is this the electric grid of the future?

One morning in the middle of March, a slow-moving spring blizzard stalled above eastern Nebraska, pounding the state capital of Lincoln with 60-mile-per-hour winds, driving sleet, and up to eight inches of snow. Lincoln Electric System, the local electric utility, has approximately 150,000 customers. By lunchtime, nearly 10% of them were without power. Ice was accumulating on the lines, causing them to slap together and circuits to lock. Sustained high winds and strong gusts—including one recorded at the Lincoln airport at 74 mph—snapped an entire line of poles across an empty field on the northern edge of the city. 

Emeka Anyanwu kept the outage map open on his screen, refreshing it every 10 minutes or so while the 18 crews out in the field—some 75 to 80 line workers in totalstruggled to shrink the orange circles that stood for thousands of customers in the dark. This was already Anyanwu’s second major storm since he’d become CEO of Lincoln Electric, in January of 2024. Warm and dry in his corner office, he fretted over what his colleagues were facing. Anyanwu spent the first part of his career at Kansas City Power & Light (now called Evergy), designing distribution systems, supervising crews, and participating in storm response. “Part of my DNA as a utility person is storm response,” he says. In weather like this “there’s a physical toll of trying to resist the wind and maneuver your body,” he adds. “You’re working slower. There’s just stuff that can’t get done. You’re basically being sandblasted.” 

Lincoln Electric is headquartered in a gleaming new building named after Anyanwu’s predecessor, Kevin Wailes. Its cavernous garage, like an airplane hangar, is designed so that vehicles never need to reverse. As crews returned for a break and a dry change of clothes, their faces burned red and raw from the sleet and wind, their truck bumpers dripped ice onto the concrete floor. In a darkened control room, supervisors collected damage assessments, phoned or radioed in by the crews. The division heads above them huddled in a small conference room across the hall—their own outage map filling a large screen.

Emeka Anyanwu is CEO of Lincoln Electric System.
TERRY RATZLAFF

Anyanwu did his best to stay out of the way. “I sit on the storm calls, and I’ll have an idea or a thought, and I try not to be in the middle of things,” he says. “I’m not in their hair. I didn’t go downstairs until the very end of the day, as I was leaving the building—because I just don’t want to be looming. And I think, quite frankly, our folks do an excellent job. They don’t need me.” 

At a moment of disruption, Anyanwu chooses collaboration over control. His attitude is not that “he alone can fix it,” but that his team knows the assignment and is ready for the task. Yet a spring blizzard like this is the least of Anyanwu’s problems. It is a predictable disruption, albeit one of a type that seems to occur with greater frequency. What will happen soon—not only at Lincoln Electric but for all electric utilities—is a challenge of a different order. 

In the industry, they call it the “trilemma”: the seemingly intractable problem of balancing reliability, affordability, and sustainability. Utilities must keep the lights on in the face of more extreme and more frequent storms and fires, growing risks of cyberattacks and physical disruptions, and a wildly uncertain policy and regulatory landscape. They must keep prices low amid inflationary costs. And they must adapt to an epochal change in how the grid works, as the industry attempts to transition from power generated with fossil fuels to power generated from renewable sources like solar and wind, in all their vicissitudes.

Yet over the last year, the trilemma has turned out to be table stakes. Additional layers of pressure have been building—including powerful new technical and political considerations that would seem to guarantee disruption. The electric grid is bracing for a near future characterized by unstoppable forces and immovable objects—an interlocking series of factors so oppositional that Anyanwu’s clear-eyed approach to the trials ahead makes Lincoln Electric an effective lens through which to examine the grid of the near future. 

A worsening storm

The urgent technical challenge for utilities is the rise in electricity demand—the result, in part, of AI. In the living memory of the industry, every organic increase in load from population growth has been quietly matched by a decrease in load thanks to efficiency (primarily from LED lighting and improvements in appliances). No longer. Demand from new data centers, factories, and the electrification of cars, kitchens, and home heaters has broken that pattern. Annual load growth that had been less than 1% since 2000 is now projected to exceed 3%. In 2022, the grid was expected to add 23 gigawatts of new capacity over the next five years; now it is expected to add 128 gigawatts. 

The political challenge is one the world knows well: Donald Trump, and his appetite for upheaval. Significant Biden-era legislation drove the adoption of renewable energy across dozens of sectors. Broad tax incentives invigorated cleantech manufacturing and renewable development, government policies rolled out the red carpet for wind and solar on federal lands, and funding became available for next-generation energy tech including storage, nuclear, and geothermal. The Trump administration’s swerve would appear absolute, at least in climate terms. The government is slowing (if not stopping) the permitting of offshore and onshore wind, while encouraging development of coal and other fossil fuels with executive orders (though they will surely face legal challenges). Its declaration of an “energy emergency” could radically disrupt the electric grid’s complex regulatory regime—throwing a monkey wrench into the rules by which utilities play. Trump’s blustery rhetoric on its own emboldens some communities to fight harder against new wind and solar projects, raising costs and uncertainty for developers—perhaps past the point of viability. 

And yet the momentum of the energy transition remains substantial, if not unstoppable. The US Energy Information Administration’s published expectations for 2025, released in February, include 63 gigawatts of new utility-scale generation—93% of which will be solar, wind, or storage. In Texas, the interconnection queue (a leading indicator of what will be built) is about 92% solar, wind, and storage. What happens next is somehow both obvious and impossible to predict. The situation amounts to a deranged swirl of macro dynamics, a dilemma inside the trilemma, caught in a political hurricane. 

A microcosm

What is a CEO to do? Anyanwu got the LES job in part by squaring off against the technical issues while parrying the political ones. He grew up professionally in “T&D,” transmission and distribution, the bread and butter of the grid. Between his time in Kansas City and Lincoln, he led Seattle City Light’s innovation efforts, working on the problems of electrification, energy markets, resource planning strategy, cybersecurity, and grid modernization.  

LES’s indoor training facility accommodates a 50-foot utility pole and dirt-floor instruction area, for line workers to practice repairs.
TERRY RATZLAFF

His charisma takes a notably different form from the visionary salesmanship of the startup CEO. Anyanwu exudes responsibility and stewardship—key qualities in the utility industry. A “third culture kid,” he was born in Ames, Iowa, where his Nigerian parents had come to study agriculture and early childhood education. He returned with them to Nigeria for most of his childhood before returning himself to Iowa State University. He is 45 years old and six feet two inches tall, and he has three children under 10. At LES’s open board meetings, in podcast interviews, and even when receiving an industry award, Anyanwu has always insisted that credit and commendation are rightly shared by everyone on the team. He builds consensus with praise and acknowledgment. After the blizzard, he thanked the Lincoln community for “the grace and patience they always show.”  

Nebraska is the only 100% “public power state,” with utilities owned and managed entirely by the state’s own communities.

The trilemma won’t be easy for any utility, yet LES is both special and typical. It’s big enough to matter, but small enough to manage. (Pacific Gas & Electric, to take one example, has about 37 times as many customers.) It is a partial owner in three large coal plants—the most recent of which opened in 2007—and has contracts for 302 megawatts of wind power. It even has a gargantuan new data center in its service area; later this year, Google expects to open a campus on some 580 acres abutting Interstate 80, 10 minutes from downtown. From a technical standpoint, Anyanwu leads an organization whose situation is emblematic of the challenges and opportunities utilities face today.

Equally interesting is what Lincoln Electric is not: a for-profit utility. Two-thirds of Americans get their electricity from “investor-­owned utilities,” while the remaining third are served by either publicly owned nonprofits like LES or privately owned nonprofit cooperatives. But Nebraska is the only 100% “public power state,” with utilities owned and managed entirely by the state’s own communities. They are governed by local boards and focused fully on the needs—and aspirations—of their customers. “LES is public power and is explicitly serving the public interest,” says Lucas Sabalka, a local technology executive who serves as the unpaid chairman of the board. “LES tries very, very hard to communicate that public interest and to seek public input, and to make sure that the public feels like they’re included in that process.” Civic duty sits at the core.

“We don’t have a split incentive,” Anyanwu says. “We’re not going to do something just to gobble up as many rate-based assets as we can earn on. That’s not what we do—it’s not what we exist to do.” He adds, “Our role as a utility is stewardship. We are the diligent and vigilant agents of our community.” 

A political puzzle

In 2020, over a series of open meetings that sometimes drew 200 people, the public encouraged the LES board to adopt a noteworthy resolution: Lincoln Electric’s generation portfolio would reach net-zero carbon emissions by 2040. It wasn’t alone; Nebraska’s other two largest utilities, the Omaha Public Power District and the Nebraska Public Power District, adopted similar nonbinding decarbonization goals. 

These goals build on a long transition toward cleaner energy. Over the last decade, Nebraska’s energy sector has been transformed by wind power, which in 2023 provided 30% of its net generation. That’s been an economic boon for a state that is notably oil-poor compared with its neighbors. 

But at the same time, the tall turbines have become a cultural lightning rod—both for their appearance and for the way they displace farmland (much of which, ironically, was directed toward corn for production of ethanol fuel). That dynamic has intensified since Trump’s second election, with both solar and wind projects around the state facing heightened community opposition. 

Following the unanimous approval by Lancaster County commissioners of a 304-megawatt solar plant outside Lincoln, one of the largest in the state, local opponents appealed. The project’s developer, the Florida-based behemoth NextEra Energy Resources, made news in March when its CEO both praised the Trump administration’s policy and insisted that solar and storage remained the fastest path to increasing the energy supply.  

Lincoln Electric is headquartered in a gleaming new building named after Anyanwu’s predecessor, Kevin Wailes.
TERRY RATZLAFF

Nebraska is, after all, a red state, where only an estimated 66% of adults think global warming is happening, according to a survey from the Yale Program on Climate Change Communication. President Trump won almost 60% of the vote statewide, though only 47% of the vote in Lancaster County—a purple dot in a sea of red. 

“There are no simple answers,” Anyanwu says, with characteristic measure. “In our industry there’s a lot of people trying to win an ideological debate, and they insist on that debate being binary. And I think it should be pretty clear to most of us—if we’re being intellectually honest about this—that there isn’t a binary answer to anything.”

The new technical frontier

What there are, are questions. The most intractable of them—how to add capacity without raising costs or carbon emissions—came to a head for LES starting in April 2024. Like almost all utilities in the US, LES relies on an independent RTO, or regional transmission organization, to ensure reliability by balancing supply and demand and to run an electricity market (among other roles). The principle is that when the utilities on the grid pool both their load and their generation, everyone benefits—in terms of both reliability and economic efficiency. “Think of the market like a potluck,” Anyanwu says. “Everyone is supposed to bring enough food to feed their own family—but the compact is not that their family eats the food.” Each utility must come to the market with enough capacity to serve its peak loads, even as the electrons are all pooled together in a feast that can feed many. (The bigger the grid, the more easily it absorbs small fluctuations or failures.)

But today, everyone is hungrier. And the oven doesn’t always work. In an era when the only real variable was whether power plants were switched on or off, determining capacity was relatively straightforward: A 164-megawatt gas or coal plant could, with reasonable reliability, be expected to produce 164 megawatts of power. Wind and solar break that model, even though they run without fuel costs (or carbon emissions). “Resource adequacy,” as the industry calls it, is a wildly complex game of averages and expectations, which are calculated around the seasonal peaks when a utility has the highest load. On those record-breaking days, keeping the lights on requires every power plant to show up and turn on. But solar and wind don’t work that way. The summer peak could be a day when it’s cloudy and calm; the winter peak will definitely be a day when the sun sets early. Coal and gas plants are not without their own reliability challenges. They frequently go offline for maintenance. And—especially in winter—the system of underground pipelines that supply gas is at risk of freezing and cannot always keep up with the stacked demand from home heating customers and big power plants. 

Politics had suddenly become beside the point; the new goal was to keep the lights—and the AI data centers—on.

Faced with a rapidly changing mix of generation resources, the Southwest Power Pool (SPP), the RTO responsible for a big swath of the country including Nebraska, decided that prudence should reign. In August 2024, SPP changed its “accreditations”—the expectation for how much electricity each power plant, of every type, could be counted on to contribute on those peak days. Everything would be graded on a curve. If your gas plant had a tendency to break, it would be worth less. If you had a ton of wind, it would count more for the winter peak (when it’s windier) than for the summer. If you had solar, it would count more in summer (when the days are longer and brighter) than in winter.

The new rules meant LES needed to come to the potluck with more capacity—calculated with a particular formula of SPP’s devising. It was as if a pound of hamburgers was decreed to feed more people than a pound of tofu. Clean power and environmental advocacy groups jeered the changes, because they so obviously favored fossil-fuel generation while penalizing wind and solar. (Whether this was the result of industry lobbying, embedded ideology, or an immature technical understanding was not clear.) But resource adequacy is difficult to argue with. No one will risk a brownout. 

In the terms of the trilemma, this amounted to the stick of reliability beating the horse of affordability, while sustainability stood by and waited for its turn. Politics had suddenly become beside the point; the new goal was to keep the lights—and the AI data centers—on. 

Navigating a way forward 

But what to do? LES can lobby against SPP’s rules, but it must follow them. The community can want what it wants, but the lights must stay on. Hard choices are coming. “We’re not going to go out and spend money we shouldn’t or make financially imprudent decisions because we’re chasing a goal,” Anyanwu says of the resolution to reach net zero by 2040. “We’re not going to compromise reliability to do any of that. But within the bounds of those realities, the community does get to make a choice and say, ‘Hey, this is important to us. It matters to us that we do these things.’” As part of a strategic planning process, LES has begun a broad range of surveys and community meetings. Among other questions, respondents are asked to rank reliability, affordability, and sustainability “in order of importance.”

Lincoln Electric commissioned Nebraska’s first wind turbines in the late ’90s. They were decommissioned in July 2024.
TERRY RATZLAFF

What becomes visible is the role of utilities as stewards—of their infrastructure, but also of their communities. Amid the emphasis on innovative technologies, on development of renewables, on the race to power data centers, it is local utilities that carry the freight of the energy transition. While this is often obscured by the way they are beholden to their quarterly stock price, weighed down by wildfire risk, or operated as regional behemoths that seem to exist as supra-political entities, a place like Lincoln Electric reveals both the possibilities and the challenges ahead.

“The community gets to dream a little bit, right?” says Anyanwu. Yet “we as the technical Debbie Downers have to come and be like, ‘Well, okay, here’s what you want, and here’s what we can actually do.’ And we’re tempering that dream.”

“But you don’t necessarily want a community that just won’t dream at all, that doesn’t have any expectations and doesn’t have any aspirations,” he adds. For Anyanwu, that’s the way through: “I’m willing to help us as an organization dream a little bit—be aspirational, be ambitious, be bold. But at my core and in my heart, I’m a utility operations person.” 

Andrew Blum is the author of Tubes and The Weather Machine. He is currently at work on a book about the infrastructure of the energy transition.

New Books on Classic Brands, Growth, Change

This roundup of compelling new business titles includes inspirational lessons from Sonic diners and Rolex, as well as perspectives on mentorship, data, hiring, transformation, startups, and more.

The Making of a Status Symbol: A Business History of Rolex

Cover of Making of a Status Symbol

Making of a Status Symbol

by Pierre-Yves Donzé

The author, a professor of business, explores the power of branding and the evolution of consumer culture through the engaging, well-researched story of how a small Swiss watch company became “a global emblem of success, wealth, and prestige” through strategic partnerships and a “genius for storytelling.”

Wealthy and Well-Known: Build Your Personal Brand and Turn Reputation into Revenue

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Wealthy and Well-Known

by Rory Vaden and AJ Vaden

A renowned duo of brand strategists and entrepreneurs share their playbook for cutting through the glut of “influencers” and information overload to stand out and make money as a unique expert and compelling thought leader.

The Little Book of Data

Cover of Little Book of Data

Little Book of Data

by Justin Evans

Evans, a tech innovator and acclaimed novelist, aims to demystify data and empower readers by illustrating core principles in entertaining stories of how experts have used data to solve problems. From adtech to epidemiology, data is key to improving business and society, he says.

Fired Up: How to Turn Your Spark into a Flame and Come Alive at Any Age

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Fired Up

by Shannon Watts

Watts is the founder of Moms Demand Action, the largest grassroots organization against gun violence in the United States. Her new book on breaking free of limiting beliefs and releasing inner potential has garnered accolades from leaders such as authors Elizabeth Gilbert and Tara Mohr, as well as Kennedy scion Maria Shriver.

The Multicultural Mindset: Driving Business Growth in a Borderless Era

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Multicultural Mindset

by Joycelyn David

David, CEO of AV Communications, a top Canadian marketing agency, and a “most influential Filipina” in 2022, provides case studies and practical methods for developing the cultural intelligence that is an essential competitive advantage in the global marketplace.

Give First: The Power of Mentorship

Cover of Give First

Give First

by Brad Feld

This slim, easy-to-read book packs a wealth of insight on business and life. Feld founded or co-founded several businesses and venture funds, as well as Techstars, a startup accelerator that matches founders with mentors. He explains how to apply the guiding principles set forth in the “Techstars Mentorship Manifesto” and shows how prioritizing generosity has contributed to his phenomenal success.

After the Idea: What It Really Takes to Create and Scale a Startup

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After the Idea

by Julia Austin

What’s next after starting a company, joining a startup, having a great idea, or building a prototype? How do you manage and grow your new venture? Austin offers strategies for meeting startup challenges based on her experience at firms such as Akamai, DigitalOcean, and VMware, as well as advising numerous others.

The Growth Dilemma

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The Growth Dilemma

by Annie Wilson and Ryan Hamilton

Everyone wants brand growth, but targeting wider market segments often means conflict among customers. How do you create a growth strategy that successfully engages new customers without making loyal ones feel left behind? The authors use real-world cases from industries such as skateboarding, tech, and fashion to illustrate practical ways of targeting the right markets and managing multiple customer segments.

Bricks and Clicks: How We Drove Sonic into the Digital Age

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Bricks and Clicks

by Clifford Hudson and Craig Miller

The authors revitalized Sonic, a nostalgic restaurant chain, for the twenty-first century. In this business memoir, they share lessons and insights, offering a roadmap for transforming traditional brick-and-mortar businesses into resilient digital enterprises.

The Hiring Handbook

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The Hiring Handbook

by Kasey Harboe Guentert and Mollie Berke

Hiring the right people to build high-performing teams is a key component of success for any business. Drawing on their experience in talent management at leading global companies, the authors provide practical guidance for managers and owners in all aspects of the hiring process, from writing compelling job ads to effective interviewing and evaluating applicants.

Don’t Exit for the Wrong Reasons

We often frame selling a business as “exiting.” But it’s a decision to walk away, to quit. That’s not negative, but it’s important to examine your reasons. Some are valid, others less so, and many fall into a gray area that deserves deeper thought.

Ideally, founders build a business they love, one that enhances their life. Business is, to me, one of life’s greatest gifts. It offers freedom, wealth, connection, and the ability to serve, create, and leave a mark on the world.

The headphones I use, the tools I carry, the art on my wall — all exist because someone built them. Entrepreneurs shape society. That’s the power of business.

This week’s “Ecommerce Conversations” is my fifth master class on entrepreneurship, following installments on hiring, branding, profit-building, and priority-setting. For this episode, I’ll address the reasons — valid or not — for selling a business.

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

Invalid Reasons

The decision to sell a business is of course subjective. My view is owners often sell for invalid reasons, such as the following.

Believing another business is easier

Sure, some businesses may seem simpler, but what’s easy for one person is hard for another. It depends on your skills, team, and experience.

Business is a series of never-ending problems to identify, prioritize, and solve. Jumping to another doesn’t escape problems — it trades one set for another. If you think the next venture will be problem-free, you’re chasing an illusion.

Consider instead how to make your current business more enjoyable. Solving that problem — how to love showing up every day — is a worthwhile pursuit.

Wanting to ‘retire’

Lying on the beach, traveling nonstop, or restoring cars may sound appealing, but they are misguided. Work is a gift, not a burden. The true win is designing work around what you love, with people you enjoy, and on your own terms.

Ask yourself, “How do I create a business that lets me work on what I want, when I want, with people I want to work with?” If you can’t solve it now, you won’t likely solve it with the next venture.

Many entrepreneurs do fulfilling work, enjoy time with their families, and travel the world — not by quitting, but by shaping their businesses to support the life they want.

Valid Reasons

Certainly owners have many legit reasons to sell. Here are a few.

Partner problems

If you aren’t philosophically aligned with your partner(s), it’s nearly impossible to run a successful company. Misalignment in vision, values, or decision-making creates friction, and that tension will eventually stall progress or tear the business apart.

If you’ve made a genuine effort and still can’t find common ground, then it might be time to sell.

Failure of minimum viable product

The idea of an MVP is to test the market at a low cost. If the early results are poor with an uphill battle to gain traction, it may be wiser to quit early rather than sink tens of thousands of dollars into something the market doesn’t want.

The best products solve a specific problem for a targeted audience and generate genuine interest, even in highly competitive markets.

If your product doesn’t build momentum, consider cutting your losses and continue testing, refining, and seeking the ideal market fit.

Bankruptcy

If you’ve exhausted all options — negotiating with creditors, extending credit, selling assets, liquidating inventory — it’s time to step away.

Filing for bankruptcy doesn’t define you. It simply means you took a risk to build something new, and it didn’t work out. Many successful entrepreneurs have declared bankruptcy. It’s not a personal failure — it’s part of the learning process.

Use the experience as a stepping stone. Rebuild your confidence, reflect on the decisions, and learn from the lessons. That knowledge will serve you in the next venture.

Poor health

Serious health issues could signal a time to reassess. No business is worth sacrificing your well-being.

Find a way to integrate healthy habits, such as exercise, nutrition, and stress management, while continuing to build. But protecting your health sometimes means walking away and starting over. You only get one life. Time is your most valuable asset, and if your business is actively shortening it, the cost is too high.

Poor growth outlook

If you’ve hit a long-term growth plateau, selling the company is an option. The key is long-term. A business that has stalled for a few months or even a couple of quarters might have only a temporary setback. Ask yourself, “Are your expectations realistic? Are you experiencing the natural ebb and flow of entrepreneurship, or is this truly a dead end?”

Dive into the root cause. Is your market too small? Is profit razor-thin? Are there operational inefficiencies or overly aggressive growth strategies that aren’t yielding the desired results?

If you’ve exhausted all strategic options, it might be time to consider what’s next.

A life-changing offer

Getting a life-changing offer might tempt you to sell. Maybe you told yourself, “If I ever get $5 million, I’m out.” Then that offer comes. But here’s the catch: If you haven’t figured out what’s next, you might find yourself with time and money, but no direction. Many entrepreneurs discover they actually enjoyed building their business, and that magic doesn’t come back.

Especially if you’ve built it with partners you love and trust, selling is like a divorce. Once the business ends, so might that tight-knit bond. Great partnerships are rare and irreplaceable.

Selling when a strong offer arrives can be a smart move, but be clear on what comes next.

Declining market

Think Blockbuster — once a giant, but eventually overtaken by Netflix and Redbox.

Netflix pivoted — from DVD-by-mail to digital streaming, then to original content creation — completely transforming their business model. Blockbuster did not.

Before selling or closing your business, consider whether there is a pivot opportunity. If beard trends shift, could Beardbrand, my company, expand into men’s grooming or women’s products? An innovative pivot can keep you relevant, no matter how the market changes.

Pro Tennis Player Pivots to Ecommerce

For years Jack Oswald was a touring tennis professional. He aimed for top worldwide rankings, the key to serious earnings. The rankings never came, but constant travel exposed a nagging problem: his tennis bags kept breaking.

Thus began his passion for designing a better bag for athletes on the go. And that led to Cancha, a direct-to-consumer seller of sport and travel bags, which he launched in 2019 from his base in the U.K.

Jack and I recently spoke. He discussed his transition to entrepreneurship — early struggles, raising capital, and more. Our entire audio is embedded below. The transcript is condensed and edited for clarity.

Eric Bandholz: Tell our guests who you are and what you do.

Jack Oswald: I’m the founder of Cancha, which means “court” in Spanish. We design customizable, modular sport and travel bags — gear that transitions easily between work, play, and fitness. Our mission is to make sports travel seamless and help people stay active.

My background is in tennis. I spent years training and traveling to compete, chasing the dream of going pro. I didn’t reach the top, but I learned a great deal and gained valuable global experience, including learning French and Spanish.

Before the pandemic, I began designing bags for myself to meet the needs of an athlete on the move — from court to city to nature. I had no background in soft goods design, but I dove in. During the pandemic, with travel and tennis on hold, I focused full-time on building Cancha and learning ecommerce.

Initially, our target market was traveling athletes, but most customers today are everyday commuters and recreational players. We’re especially popular in the U.S., which accounts for 60% of orders. Brexit made selling in Europe more challenging, so the U.S. became our primary market. Interestingly, we also have a loyal customer base in Asia, including Japan, Hong Kong, and Singapore, despite not marketing in those locales.

Bandholz: Tell us more about the transition from tennis to entrepreneurship.

Oswald: It was a long, gradual process. As a kid, I believed nothing could stop me from turning pro. But reality hit — tennis is tough to make a living in. Only the top 100 players earn well, and beyond 150 in the rankings, you’re often losing money. Unlike soccer, where thousands of players make a living, tennis is financially brutal unless you’re at the top.

I gave it everything — traveling constantly, chasing ranking points, trying to survive each week. The grind was intense, and you’re often alone without the same resources as competitors. A coach, decent accommodations, or even a meal can make a big difference. The mental and physical toll is enormous, especially when facing losing streaks or setbacks.

I eventually realized I needed a new path. I probably would’ve kept pushing had I not discovered a new passion with Cancha. Many of my peers struggled post-tennis, but I was fortunate to find something meaningful. Even so, it took over a year to fully shift. I was still half-committed to tennis while building Cancha, gradually accepting that it was time to move on.

Bandholz: Bags are expensive to manufacture. Where did you get the money?

Oswald: It started scrappy. I wasn’t spending much at first. I was learning from friends who knew about soft goods design. Between tennis tournaments, I attended trade shows, where I met suppliers who generously offered samples, perhaps thinking I was more established.

In late 2019, I ran a crowdfunding campaign, raising approximately £10,000 ($13,500). I had no marketing experience, but it provided a bit of capital to move forward. Then, during the pandemic, we received a government relief loan, which helped fund our first production run and enabled us to undertake better design work. That was a major boost.

We began with tennis bags because that’s what I knew. The concept was a modular system — bags with add-ons for shoes, laptops, or wet gear. We first tried a backpack with racket add-ons, but it was too bulky. So we pivoted to a dedicated tennis bag and expanded from there.

Having contacts in the U.S. tennis space — reviewers and influencers — helped us get early traction. From there, we’ve grown into other racquet sports and more lifestyle-oriented bags.

A main reason for launching Cancha was frustration — my tennis bags kept breaking. Tennis is a growing sport, but the industry itself remains largely traditional, especially in marketing. Most brands rely on sales representatives and retail, and their bags are often poorly made, used as loss leaders to sell rackets. Unlike golf, where premium bags are the norm, tennis bags lack innovation and quality.

I saw a gap for better materials, thoughtful design, and durability. That became our focus: premium, modular bags that meet the needs of modern players and travelers.

On the marketing side, I also wanted to break the mold. Most tennis brands rely heavily on player sponsorships, but those come with restrictions — players who wanted to use our bags often couldn’t. So we went direct-to-consumer via ecommerce, bypassing the old-school gatekeepers.

Bandholz: How did your growth evolve?

Oswald: It has been gradual. We haven’t had a breakout moment from ads or gifting — no “rocket ship” success. It’s been a steady improvement across the board. Our bags are significant purchases. They last a long time, and people take time to decide. That makes acquisition challenging, especially with rising ad costs.

Our limited production approach has worked well. We’ve leaned into that with email marketing — offering limited-edition drops, exclusive colorways, and brand collaborations within tennis and beyond. We’ve also done a lot of pre-orders.

Creating excitement around the product development process and scarcity has helped drive engagement and interest. Instead of relying on one big channel, it’s been a mix: building hype, maintaining a tight brand, and slowly earning trust.

Bandholz: Do you have repeat buyers?

Oswald: Yes, and that’s been a strength. Our modular design allows customers to add accessories, naturally encouraging repeat purchases. People often buy a base bag first, then return for add-ons.

I design accessories to stand alone while also integrating with our bags. That dual approach gives us crossover appeal — some people buy just the laptop bag, while others build complete travel systems over time.

Limited drops play a role, too. Customers offer feedback on what they want. That helps guide future product development. We’ve had customers spend upwards of $2,000 over a few years. That kind of engagement has been key to our growth.

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

Oswald: Our site is MyCancha.com. I co-host the Underdog Ecom Podcast for bootstrapped owners. I’m on X and LinkedIn.