The argument in one line.
Four brands independently hit $100M in under 30 months by pairing identity-based creator ads with congruent landing pages, steep intro subscription offers, and retention-by-routine -- a replicable playbook that only works when the entire funnel speaks the same persona from first click to rebill.
Read if. Skip if.
READ IF YOU ARE…
- A DTC brand founder or performance marketer running paid Meta or TikTok campaigns who wants to understand why negative day-one ROAS can be a deliberate strategy.
- A brand with a consumable product (supplement, food, personal care) who wants to model subscription economics rather than single-purchase conversion.
- A marketer who wants to understand how advertorials, listicles, and quiz funnels are built and why they outperform direct product pages for cold traffic.
- Anyone spending real money on paid ads who wants a concrete definition of funnel congruency and why breaking it kills conversion.
SKIP IF…
- You are not running paid traffic -- this episode is entirely about performance acquisition funnels, not organic or SEO strategy.
- You sell a one-time purchase product with no realistic subscription or repeat-purchase path -- the LTV math here does not apply.
The full version, fast.
Four supplement brands independently hit $100M in under 30 months using a nearly identical funnel: a persona-matched creator partnership ad, a landing page (advertorial, listicle, or quiz) that mirrors the exact identity promise, and a steep intro subscription offer engineered around habit formation rather than day-one profit. The mechanism is funnel congruency -- every step from ad click to rebill speaks the same identity to the same person. Brands willingly run negative day-one ROAS because the subscription payback period (3-6 months) is predictable and the product becomes a daily routine. With 80-plus percent gross margins and a habit-forming product, this playbook is the reproducible default for DTC scale.
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00:00 – 01:27
01 · Intro
Health and wellness demand boom plus strengthened consumer appetite for subscriptions created the economic conditions for brands to scale aggressively on acquisition loss-leaders. The thesis: it is the funnel, not the product, that produced these outcomes.
01:27 – 03:35
02 · Gruns Playbook
iPhone selfie creator ads calling out specific identities (GLP-1 patients, gut health sufferers), advertorial and listicle landing pages with benefit-driven copy, 52% discount plus subscribe-and-save, $79.99 rebill 30 days later. Habit-forming gummy format. Scaled at 3x CAC:LTV to a $1.2B Unilever acquisition.
03:35 – 05:08
03 · Gruns Founder Story
Chad turned AG1 into a gummy, ran 30-40 concurrent personas in parallel, and reached $300M ARR as the number one supplement across every vertical. Color (green) and execution quality, not product innovation, produced the outcome.
05:08 – 07:54
04 · IM8 Funnel Architecture
Science-backed positioning with clinical trials, whitelisted through celebrities (Beckham, Savalenko). It-is-not-your-fault copy pattern. Free gift bundle price-anchored at $80. Monthly displayed price on quarterly billing. 1,200 concurrent creatives.
07:54 – 08:53
05 · Owning a Unique Position
IM8 took Gruns playbook, flipped the color to red, replaced playful gummy branding with clinical typography and athlete endorsements, and ran the same funnel architecture. Color ownership and clear positioning differentiation are the entire creative strategy.
08:53 – 14:38
06 · Mars Men Emotional Identification
Enemy-framing (cortisol causes belly fat, not your diet). Mirror-moment quiz: When you look in the mirror, who do you see -- one answer is your dad. 30+ question quiz filters for intent; completers convert at estimated 70-80%. Casual barstool tone. Free gift bundle plus sweepstakes urgency at checkout.
14:38 – 15:52
07 · Create Wellness Strategy
Capitalized on the creatine trend with an accessible form factor. Same partnership-ad-to-advertorial structure. 3-month supply framing for retention. Used paid acquisition success and subscription revenue to secure retail distribution and a major funding round.
15:52 – 18:53
08 · The Importance of Funnel Congruency
Core thesis: if an ad builds curiosity around a specific identity and problem, then sends users to a landing page about something different, the intent signal is destroyed. Congruency -- same message, same identity, same offer throughout -- is the actual mechanism behind all four outcomes.
Lines worth screenshotting.
- Brands like Gruns willingly run negative day-one ROAS because they modeled a 3x CAC:LTV ratio -- scaling on bad short-term numbers is intentional, not a mistake.
- The best-converting subscription funnels show a per-day cost and hide the quarterly billing requirement, making a $60 product feel like a $2-a-day habit.
- A 30-question quiz that converts 70-80% of completers outperforms a frictionless checkout because completion intent predicts retention more reliably than click speed.
- IM8 runs 1,200 simultaneous ad creatives -- that volume is only sustainable when each acquisition is modeled to recover at month 4 or 5, not day one.
- Gruns ran 30-40 concurrent personas in parallel, each with its own creator identity and matching landing page copy, not a single brand message broadcast to everyone.
- Owning a color (Gruns green, IM8 red) is a defensive moat that costs nothing but becomes a pattern interrupt in a saturated ad feed.
- The it-is-not-your-fault copy device lowers conversion resistance by reframing the buyer's past failures as the product category's failure, not their own.
- Free gifts price-anchored at $80 are a psychological device that makes a $60 product feel like a $140 value at a discount -- not a generosity move.
- Men's health brands using casual friend-tone (cartoons, emojis, barstool energy) convert better with the non-optimizer male demographic than clinical doctor-led positioning.
- Steep intro offers engineered for habit formation are designed for trial, not short-term revenue -- the daily routine is what drives rebill.
- Retail distribution is the downstream reward of a strong subscription base -- wholesalers back brands that demonstrate sticky repurchase, not just trial volume.
- Funnel congruency is a conversion mechanic: an ad promising X that sends users to a page about Y destroys the intent signal the ad built.
Four brands, one funnel, $100M each
THE PLAYBOOK
The same acquisition architecture -- persona-matched creator ad, congruent landing page, steep subscription intro offer -- produced $100M outcomes for four separate brands in under 30 months.
01Intro
- Consumer appetite for health supplements and subscriptions reached an all-time high in 2025-2026, creating the economic conditions for brands to profitably acquire customers at a loss and recover on rebill.
02Gruns Playbook
- Creator ads that call out a specific identity (GLP-1 patient, woman with gut issues) convert better than generic benefit ads because the viewer self-selects into the funnel before clicking.
- Subscribe-and-save anchored at $14 cheaper than a one-time purchase, combined with 52% off messaging, makes the subscription feel like the obviously rational choice rather than a commitment.
03Gruns Founder Story
- Running 30-40 concurrent persona angles in parallel is the scaling mechanism -- each persona has its own conversion ceiling and the brand grows by stacking them.
- Product differentiation (gummy vs powder) matters far less than execution quality: Gruns took AG1's formula in gummy form and scaled it to a $1.2B exit through funnel execution, not product innovation.
04IM8 Funnel Architecture
- The it-is-not-your-fault copy framework lowers conversion resistance by externalizing blame -- the buyer's past failures become the category's failure, making the new product feel like a breakthrough.
- Showing a monthly price while charging quarterly boosts effective AOV at first transaction, allowing brands to absorb higher acquisition costs.
- 1,200 simultaneous ad creatives is only possible when acquisition is modeled on a 4-5 month payback window -- the creative volume is a downstream consequence of sound unit economics.
05Owning a Unique Position
- Color ownership at the brand level creates instant recognition in a saturated category feed at no incremental media cost.
- White space in a proven category is not about product innovation -- it is about finding the positioning angle the category leader did not take (playful vs clinical, gummy vs powder, creator vs celebrity).
06Mars Men Emotional Identification
- A 30-question quiz that mirrors a buyer's exact daily frustrations filters for high-intent buyers before they see an offer, producing estimated 70-80% conversion rates on completers.
- Enemy-framing (cortisol is causing your belly fat, not your diet) converts better than benefit-framing for men who resist being told they have made mistakes -- it externalizes the problem and positions the brand as an ally.
- Casual, non-clinical tone converts the non-optimizer male demographic better than science-led positioning, because most men want direction from a trusted friend, not a doctor.
07Create Wellness Strategy
- Retail distribution is a downstream outcome of subscription economics -- a brand with proven sticky repurchase is a safer wholesale bet than a brand with high trial volume and low retention.
08The Importance of Funnel Congruency
- Funnel congruency is a conversion mechanic: when the ad identity promise and the landing page copy match, the click arrives with built intent; when they do not match, that intent evaporates immediately.
- The same congruent-funnel playbook applies to any DTC brand with a consumable product and high gross margins -- supplements are the clearest current example of a universal acquisition model.
Terms worth knowing.
- CAC:LTV ratio
- The ratio of customer acquisition cost to lifetime value. A 3x ratio means the brand earns $3 of gross profit for every $1 spent acquiring a customer over the customer's lifetime.
- Advertorial
- A landing page styled like editorial content (article or blog post) rather than a product page, used to build belief and trust before presenting an offer.
- Listicle funnel
- A landing page structured as a numbered list (e.g. 7 Benefits GLP-1 Users Love) that mirrors the benefit promise in the ad and walks the reader toward a conversion offer.
- Whitelisted partnership ad
- A creator-made ad that runs through the creator's ad account rather than the brand's, giving it organic credibility while the brand controls the targeting and spend.
- Intro offer
- A steep first-purchase discount (often 40-60% off) designed to lower the barrier to trial, with the expectation that rebill at full price begins 30-90 days later.
- Funnel congruency
- The principle that every step of an acquisition funnel (ad, landing page, checkout, email sequence) must speak the same identity and promise -- any inconsistency breaks the intent signal built by the ad.
- Price anchor
- Presenting a higher reference price alongside a discounted offer to make the actual price feel like a deal, even if the reference price was never a real transaction price.
- GLP-1 adjacent
- Marketing language used by supplement brands to position their products as useful for people taking GLP-1 weight loss drugs. A fast-growing consumer segment in 2025-2026.
Things they pointed at.
08:53productMars Men
14:38productCreate Wellness
17:20channelSweat Equity Podcast
Lines you could clip.
03:28
“They probably had a very bad one day click ROAS. However, Chad has been on the record saying that they scaled at a three x CAC to LTV.”
09:12
“When you look in the mirror, who do you see? One of the answers is your dad. Think about how emotionally tying that is.”
09:58
“If you go through that quiz, Mars probably converts you anywhere from a 70 to 80% clip. It's 30 questions. If you complete it, you're gonna buy.”
12:42
“If you have an ad that speaks directly to my identity and a problem I'm experiencing, when I click it, you have an opportunity to present this listicle. That's a congruent experience.”
17:49
“Trial will lead to retention. Everyone is so obsessed with one day click ROAS. That's obviously not the move.”
Word for word.
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00:00Most people think it takes a decade to get a brand to a $100,000,000 in annual revenue. Yet, these four brands have done it in under three years, all but the same playbook. The secret isn't a unicorn idea, a crazy product, or a celebrity founder.
00:11It's all in the funnel. And there are two new trends that have allowed this to happen. Number one, the health and wellness space is absolutely booming.
00:17People are more likely to try a supplement than ever before because biohacking, optimization, and the media surrounding the space has reached all time highs. Consumer appetite for subscription has also strengthened.
00:27People have been conditioned to want routines and subscriptions reduce friction for their favorite products. As a result, you've seen a demand boom for supplements with new market conditions to support the financial model. Brands can pay huge amounts to acquire a customer as long as they stay subscribed for a significant amount of time, which is exactly what these four brands we're going to dissect have done.
00:44I'm going to outline this model for you because it's a clear playbook to get to a $100,000,000 in revenue in under thirty months, and it's shockingly simple once you break it down. Everything comes down to persona based funnels, a gamified conversion process, and steep intro offers. Let's examine each brand's funnel so you know what I mean.
01:03And we're gonna start with the hottest name in CPG and recently acquired for $1,200,000,000, Groen's. And by the way, before we get into it, the tool I use to study these competitor funnels, analyze ads, and take inspiration is called Motion.
01:15It's literally the easiest way to identify winners, bookmark them, and analyze your own paid ads. I use it to scale YUCA Health, my last telehealth brand, to 20,000,000 in revenue in just six months. So I could not recommend this thing more.
01:25We'll be using it throughout the video, so you're probably gonna see it a bunch. But if you're interested in checking out, we'll link it in the description for you. Alright.
01:31Let's get into it. So Groons leads heavily into two components in their funnels. Number one is listicles, and two is partnership ads.
01:37It's because they know that fiber and gut health and all these benefits they promote are highly saturated, so they hyper personalize the angles. It starts with the ad creative. A creator will tell a story shot on iPhone selfie camp style talking about the impact Grintz has made specifically in their life.
01:51In every script, they call out an identity for the girls who can't poop or for the GLP one patients needing nutrients. That identity is mirrored by the creator. Either they are the target audience or they're someone that the target audience would trust.
02:03Next, the ad sends the click to a landing page, almost never the Groon's actual homepage. That landing page is either an advertorial or a listicle. A listicle is something like the seven benefits that GLP one users love about Groons, parentheses besides the poop, or six reasons everyone's obsessed with Grooves and feeling their best.
02:19On that landing page, Grooves leverages strong benefit driven copywriting with social proof. Like how many five star reviews they've had, doctor recommendations, and the amount of units sold to drive home the conversion.
02:28But what's most powerful is the intro offer. Language like limited time sale and get 52% off plus free shipping lines the page like a flashing billboard. And the subscribe and save option is a full $14 cheaper than a one time purchase despite being cancelable at any time.
02:42This creates an irresistible offer for the consumer. Not only is this product going to directly solve a problem they experience, but it's a great opportunity to try.
02:50And if they don't like it, they can cancel. Grunz then dings the customer the full $79.99 price tag thirty days later, and the product becomes such a part of their routine, they never leave.
02:58This is the exact funnel that another comprehensive nutrition brand studied and brought to life. Another thing Grunz has done an amazing job of is making their product very habit forming. It's a really nice routine to peel up in the gummies and eat them every morning.
03:10It's enjoyable experience. And so that part of it as well, with all of these benefits, means that you really don't wanna break your routine just because it's $80 a month. It makes you feel good.
03:19It makes you feel comfortable with what's going on. All of these doctors are saying they're using it. All of these influencers are saying this is the secret to them feel good all the time.
03:26But the biggest piece is these mechanisms. That's what I wanna call out. It's the funnel.
03:30It's the partnership ad to the listicle, to the offer, to the retention. Right? Like that is what allowed them to scale so aggressively.
03:37They probably had a very bad one day click ROAS. However, Chad, the founder has been on the record saying that they scaled at a three x CAC to LTV. What does that mean?
03:44That means they had $3 of profit for every dollar of CAC that they spent on a customer. He was able to take that, those unit economics, and scale into the moon. The guy just exited this company for $1,200,000,000 to Unilever in just three years.
03:57It's one of the most incredible success stories in supplements history. But more importantly, it shows like the underlying execution was there. This is a product that AG one has been making for a decade, and they just turned it into a gummy.
04:08Now, I'm not gonna say that's all they did, but generally speaking, that's kinda what happened. They turned it into a gummy, and because they were so good at executing, which was the components that we just outlined in everything we just talked about, they were able to exit this company for $1,200,000,000. They're doing around $300,000,000 of annual revenue.
04:24They're the number one selling supplement across every single vertical because they speak directly to personas. It wasn't just like, oh, if you're on a GLP one, need to cover your nutrients. It was this is the best thing for your gut health.
04:35It was this is how men are taking control of their health at 40. Like, the amount of personas they're running did not just stop at the two I listed above. There was probably like 30 to 40 concurrent personas they're running with the creator looking like the person that they're speaking to.
04:49The landing page having extremely specific copy about that person, about the challenges that they're facing. And then, again, paired with this irresistible offer. How do we get you in, form the habit, and then you never wanna leave?
05:01So that's what Grunz did to scale this business so fast and reach an incredible outcome in three years. And here's the crazy part. This is the exact funnel that another comprehensive nutrition brand studied and brought to life just in a different color.
05:12Let's talk about I eight. So Danny Young launched I m eight in 2025, and in just one year has reached a $100,000,000 in revenue. There are a lot of similarities to Grunz, but one key difference.
05:21Their use of high performers and celebrities. I am eight went with more science backed positioning. A formulation they tested, ran clinical trials on, and as a result, is trusted by people who would only put the best in their body.
05:32However, their funnel architecture is very much the same. Partnership ads whitelist it through their thought leader creators into an advertorial that matches the benefits that are being pitched. Here's something super notable about their copy.
05:42It tells the consumer it's not your fault. It's not your fault you feel off when you're traveling. You need a consistent component to your daily routine that you have at home.
05:49It's not your fault you feel bloated at 2PM. It's a little known cause that we can help solve for. And because the I m eight formula has both scientific backing and a broad set of nutrients, they can essentially market to any challenge.
06:00Brain fog, 3PM energy crash, inconsistent gut health. They solve for all of it. And now it's not just their paid traffic that's excellent.
06:06IMA also introduces a steep discount to push subscription. But even more so, they offer free gifts. They price anchor these gifts as $80 of value.
06:14It's a little frother. They include a drink mixer, a water bottle, they have a little longevity pack, whatever it is. And they include these things and they price anchor them as $80 of free value.
06:22They articulate the cost of their product in dollars per day. This price anchoring makes you feel like you're actually getting a steal, even though the product might be a little expensive for just a packet of powder. Another interesting hack they do is they show a monthly price despite needing to pay quarterly for their welcome offer.
06:37It's a bit of smoke and mirrors, but ultimately, it drives huge AOV boost, which allows them to absorb higher acquisition costs. Once you have someone's routine for three months, it's very likely they never cancel. So not only do they name your problem, build trust, and create urgency on the offer, but it's all engineered to boost retention and higher customer lifetime value.
06:55Notice how similar these two models are. Personalized funnel into an irresistible offer, and then they hack the retention. But what's staggering about I m eight is that they are running 1,200 ads at a given time.
07:05This is truly an insane amount of volume to be running ad creative towards. And it's only doable if you are able to scale on a very, very, very low ROAS. Again, that's why these brands are pushing high AOVs, steep intro offers, so they have a massive subscription bank to recover a lot of that revenue.
07:21Now what I m eight has done, which is a lot different than Grun's, is the use of celebrities. They've got Ioannis into They got Savalenko, the tennis player. Obviously, the David Beckham cosign is huge.
07:29And that's because they went with more of a scientific based product. This is interesting because Grun's obviously had success as sort of like a, hey. We're just AG one and a gummy.
07:37I am eight wanted to go a completely new route in terms of the form factor. They wanted to say we developed most comprehensive, most scientifically backed formulation of a powder that we could.
07:47Now why is that different? It's because they saw the white space that happened when AG one was bad tasting greens powder. Grooms then took in the comprehensive nutrition and turned it into a gummy.
07:56But what's really fascinating is how powerful it is to simply own a color. I'm eight is red. Very, very red.
08:02They own the color red. Gruens owns the color green. They literally took all of Gruens' benefits stack and then flipped it to be instead of it was a playful bear, now it's a doctor recommendation.
08:11Instead of a blurry playful font, now it's a very, you know, high end serif. Right? Like, they basically just twisted Grunes to be, like, very, very trustworthy, threw a bunch of athletes into it, and threw it in a powder, and they're running the exact same playbook.
08:23Why is that important? Because this is the playbook. This is what everyone is doing.
08:27Right? Like, if you can just take your form factor, twist it, find a little bit of white space with some color, and find a unique positioning that the other brand didn't do, there's immense opportunity in running these type of funnels.
08:38Partnership ads, the landing pages, the steep intro offer, the high subscription revenue. Like, this is the model. And you also obviously have to have around an 80 to 90 gross margin to support the initial loss leader on the acquisition and then recuperate through lifetime value.
08:52You'll see something very similar, but with a new twist in our next brand, Mars men. See, Mars still leans into the clear identity based top of funnel creative. Stuff like your grandpa had more testosterone at 60 than you do at 35, and they also portray a clear enemy.
09:04Pointing the finger at cortisol is the thing making you gain stubborn belly fat. It's not your bad diet. Right.
09:09They send all their traffic to listicles, quiz funnels, and advertorials. And the copy is incredible. And they ask you questions like, when you look in the mirror, who do you see?
09:17One of the answers is your dad. Think about how emotionally tying that is. A man at 35 doesn't wanna look in the mirror and see his dad.
09:24He wants to see himself. He wants to have self actualization. He wants to feel his best.
09:28He should be in his prime. Doesn't wanna see a 60 year old man or the similarities or the future path that he's going to reach as that 60 year old man. He wants to feel like he's in his prime.
09:36And that's essentially what Mars saying. They're saying, look, you slipped. Like, you're not in your prime anymore, but we're going to help you get there.
09:42Right? Like, this is the path to help you get there. The quiz is shockingly long.
09:46Like, I think it's at least 30 questions. And every single question is directly tied to highly specific problems that most men face. Are you feeling irritable at 2PM in the afternoon?
09:55Do you wake up to pee too much? It's all stuff that every single dude is probably gonna experience. Right?
10:00And the copy really hits in that way. I also think what's fascinating about these guys is the tone. They are very casual.
10:07Like, they know that they're talking to strictly men, particularly, like, probably a barstool type, like, rowy, like, anywhere from thirty to fifty year old, like, guy who what listens to podcasts. Right? And honestly, like, they use cartoons.
10:18They use, like, animations. They use all these different very, very casual these emojis in their stuff. Like, it is not a scientific I m eight style brand.
10:25It's very approachable. It's it's like your boy that's kinda funny. It's almost like the tone they're trying to strike.
10:30I think that's actually super effective because guys don't wanna listen to doctors. Like, they don't wanna listen to, you know, a lot of thought leaders. Like, the average bro.
10:39Right? I'm not talking about the optimizer, the biohacker, but, like, the average guy who may feel like his test is slipping, may feel like, you know, he's making some mistakes with his diet and his nutrition and he's getting some belly fat. That guy probably wants to just have someone point him in the right direction, but not tell him he's an idiot.
10:53Not be condescending. And so that's what's so striking about Mars is they've really nailed that tone with their copy and their kinda overall branding and positioning. And then the other thing that I think is fascinating is men are told to suck it up and never complain.
11:04So when Mars comes to them as a friend, it it's not a doctor, it's a friend, it does feel like they're being seen for the first time. That's why this quiz being so long is actually not that surprising. Even though it's counterintuitive to not rush someone through a funnel, once they complete it, the amount of intent is incredible.
11:19Right? Like, if you go through that quiz, Mars probably converts you anywhere from, a 70 to 80% clip. I would not be surprised.
11:25It's 30 questions. So, like, if you complete it, like, you're you're gonna buy. Once they get to that checkout step, they do the same thing that we've seen before.
11:32I am eight style. Here's free gifts, added value. It's $80 of value, and 50% off your first one to just go with it.
11:38Right? Like, how many times do we have to see this before we understand? Like, these are this is the tactic that allows brands to scale to a $100,000,000 in just eighteen, twenty four months.
11:47Right? The slash through pricing creates the illusion of a deal, and they even take it a step further with a sweepstakes style. This is your chance to win an Apple Watch.
11:53The playbook is remarkably simple. Right? Like, feature and benefit driven, highly specific, persona based marketing, going to listicles, going to quiz funnels, going to advertorials, where most brands massively falter, and I literally can't tell you guys how much I see this every single week, every single day.
12:10If I click an ad and I click it for a certain reason and you send me to a landing page that is not about what that ad did, what that ad said to me, what do you think that does to the customer experience? Now on the flip side, if you have an ad that is very curiosity provoking, speaks directly to my identity and a problem that I'm experiencing, delivers some sort of trust, tells me that the promise of a, you know, I failed before and now this is the unique mechanism that's gonna solve my problem this time go around.
12:34Well, I'm gonna click it. And when I click it, you have an opportunity now to present this listicle to take me through the quiz. And that's a congruent experience.
12:42You see how much more powerful that is? Like, you have to keep it congruent. And then they send you to the product page.
12:47Right? It's like they don't just rush you through this thing. We're also optimized these days to just grab the conversion.
12:52I saw it. I mean, when we were doing TikTok shop, that's the whole point. It's like eliminate friction in the buying process.
12:57However, I actually think we're starting to reverse that. And you're seeing all of these heavy subscription brands do so much of the upfront selling, so much of the buy in before the conversion that psychologically, they're boosting your long term loyalty.
13:10You're gonna stick with these people because you believe in what they said. You believe the reason you got sold this product, and so you're gonna give it six months. You're gonna lean in and actually listen to some of the marketing instructions that they're gonna give you.
13:19Now this is not a commentary on if any of these products are effective. I have no opinion on that. I have only tried Gruens.
13:26I like it. I don't really know if it's working. I don't care.
13:28I'm just talking about the effectiveness and the ability to reach these levels of revenue very quickly. Before we move on to this final brand, I did just wanna say again, the reason I'm able to find this information and dissect it so effectively is because I'm a power user of Motion. Motion is by far my favorite creative analytics tool on the planet.
13:44I've used these guys for five years. When So they reached out to partner about the podcast, I was over the moon. It's like I've never had more synergy with somebody because you have to understand hook rate.
13:53You have to understand how would the average watch time is of a video. Basically, all these metrics that you'll spend hours creating custom in Meta, they just have built into the platform. Not only that, you can do competitive research.
14:04Not only that, it's gonna take a look at all of your different ads and tell you what worked, what didn't, opportunities to test, new hooks to test. Like, it's it's literally having a built in creative strategist who's like a 120 k a year just as a software.
14:16The new AI agent, it reps. I can't say enough about these guys. It's the only reason I was able to run this analysis in a reasonable amount of time.
14:23I went through Meta Ads library over and over again. I would have probably lost my mind. So that's my shameless plug.
14:28I love Motion. They're fantastic. Again, gonna be in the description.
14:31You should check them out. It's a fantastic tool. Also very reasonably priced, like no brainer if you're someone spending real money on Meta.
14:37Alright. Let's get into the last brand. So the fourth brand I wanna talk about, and remember the playbook is going to be remarkably simple here, is Create Wellness.
14:45So they are the fourth brand that reached a $100,000,000 in annual revenue with those exact same frameworks I just discussed. And like our other three brands, Create leans heavily into partnership ads, shot on iPhone TikTok style content, GLP one adjacent benefits, steep intro offers, and a limited time discount messaging.
15:00They also emphasized the three months supply while utilizing copy that pushes a customer to stick with it, and they leveraged their paid success and subscription revenue to land massive retail distribution and a huge funding round. Great has done this for years.
15:11They capitalized on the creatine trend well, but they also adjusted the form factor to mirror something super accessible. Strategy wise, they've done pretty much the exact same style as all these other brands we've covered. They lean into thought leaders like coaches.
15:22They lean into different doctors. They lean into all of this science about creatine, and they package it into a short form ad, partnership ad with that creator. Voila.
15:30There you go. You get sent to a landing page or a listicle or an advertorial where the copy is going to match up with the benefits and the promise that you were given in that ad. This congruence is the point of this video.
15:41I want that to be the number one takeaway you have if you watch to this point. Or if you're listening on audio, shout out to our Spotify and Apple podcast listeners. Please leave a leave a review.
15:50Leave a review. Subscribe if you're not, please. Sweat Equity Podcast, we do this for free for y'all every week.
15:56So we just need that's our only gentleman's agreement. We just need a little bit of support on the reviews, comments, etcetera. Okay.
16:01Anyways, congruency. Funnel congruency. It should be the same message, the same identity, and the same offer throughout your entire funnel.
16:09If you can achieve that, if you can get a steep intro offer, if you can get them in, make a habit forming product. Right? A lot of this is done in your email marketing.
16:17I that's another video entirely. But generally speaking, I mean, you're just gonna ping them every now and then and be like, hey, don't forget to take your stuff. This is how to take it well.
16:25This is how to take it properly. If you're experiencing this, do this. Email marketing is, you know, a little less black magic.
16:31But the acquisition piece, congruent funnel. Right? You have identity based, persona based funnel.
16:37You have a landing page or a listicle that mirrors exactly what you said in the ad, but goes a little bit deeper. And besides the social proof, trusted by doctors, trusted by celebrities. If this is apparel, you can still do this.
16:46Right? Like, you know, true classic tees or whoever the hell. Like, you could be like, this is why, you know, dads across America are are hiding their tummies with True Classic Tees.
16:54Like, it doesn't have to be a supplement to be very clear. Social proof is not something that is limited to doctors or thought leaders. That's influencers or anyone that you would listen to.
17:02It's more so like take these principles and throw them in your funnel. If it doesn't work, like comment and tell me I'm an idiot. I I I was like, I would love to be proven wrong, but we have never seen this level of success from brands at this scale.
17:14I mean, seriously, we've never seen so many brands going to a $100,000,000 in revenue in such short amount of time. And most of these are meta ads funnels. I mean, I'm not even gonna talk about Mary Ruth's, Comfort, Neurogum, like these brands that are also using TikTok shop virality to be able to juice their stuff.
17:29Like, Gruens had a very viral moment on TikTok shop originally that obviously catapulted them and helped them quite a bit, you know, drove a tremendous amount of trial. The biggest thing that all of these brands believe in is trial will lead to retention. Everyone is so obsessed with one day click ROAS and, you know, being able to profitably acquire a customer at a singular moment.
17:47That's, like, obviously not the move. Like, you have to have a customer payback period.
17:50You have to have a lifetime value. You have to know your numbers. You have to know your CAC to LTV ratio.
17:55And if you can achieve that, you can monitor the TikTok shop Amazon situation. You will become extremely appetizing to a retailer. They know that you can drive traffic.
18:03They know that your product is sticky and that people will come back and come get more. So if you can get that, you can get into retail, have predictable wholesale sales. All of a sudden, you're looking at a massive business.
18:13So that might have sounded simple. I don't know if it's that simple. I'm about to try it myself.
18:17I'm launching a new product here soon. I'll tell you more about it on the next episode. But to me, there seems to be a clear playbook here.
18:23So if this was valuable to you, please leave a comment, like, subscribe, support the podcast. The boys are trying to do as much value for you guys as possible. I know Alex is obviously doing his work on the creative side, the creative production side, the brand marketing side, but this was a very deep dive episode on performance marketing, performance marketing funnels.
18:39I think every single d to c brand should probably take some of these lessons from these huge outcomes that these brands are driving and apply it to yourself. Alright. That's really the whole episode.
18:47We'll see you all next week. Peace.
The Hook
The bait, then the rug-pull.
Most brands assume a nine-figure outcome takes a decade. Four supplement companies did it in under thirty months -- and when you map their funnels side by side, you are looking at the same architecture every single time.
Named ideas worth stealing.
12:42model
The Congruent Funnel
- Identity-based creator ad
- Matching advertorial/listicle/quiz landing page
- Steep intro subscription offer
- Habit-retention email sequence
Every step of the acquisition funnel speaks the same persona and promise. The ad calls out an identity, the landing page deepens that identity's problem, and the offer resolves it at a steep discount engineered for subscription conversion.
Steal forAny DTC brand with a consumable product and 80%+ gross margins
03:28concept
Loss-Leader LTV Model
Deliberately accepting negative day-one ROAS because the subscription payback curve (months 3-5) is modeled in advance. Requires knowing CAC:LTV ratio (Gruns scaled at 3x) and having a habit-forming product that produces genuine retention.
Steal forAny subscription product where unit economics support a 3-6 month payback window
04:24model
Persona-Based Parallel Scaling
Running 30-40 distinct persona angles simultaneously -- each with a matched creator, dedicated landing page, and offer copy -- rather than broadcasting a single brand message.
Steal forAny brand entering a category with multiple distinct buyer identities
06:18tactic
The Free Gift Anchor
- Bundle low-cost physical items (frother, shaker, travel pack)
- Assign $80+ price-anchor value
- Present as free with subscription signup
Makes a $50-60 product feel like a $140+ value at a discount. Lowers perceived risk of trial and boosts perceived deal size without materially changing acquisition economics.
Steal forAny subscription product with physical goods that can bundle a small gift
09:31model
Intent-Filtering Quiz Funnel
A 30+ question quiz that mirrors the buyer's exact pain points. Length increases conversion on completers (estimated 70-80%) because the quiz is the pre-sell. Only buyers with real intent finish; those buyers are high-LTV subscribers.
Steal forAny brand selling to a demographic that responds to being seen rather than sold to
How they asked for the click.
VERBAL ASK
15:52subscribe
“If this was valuable to you, please leave a comment, like, subscribe, support the podcast.”
Soft podcast subscribe CTA woven into the thesis conclusion. Mid-video Motion sponsor read at 13:53 with a direct tool recommendation.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
