I’m sharing a real look inside my own subscription box business. Not the highlight reel. The actual numbers, the launches that worked, the one that didn’t, and the decisions that shaped where we’re headed in 2026.

The numbers never tell the whole story. But they also never lie. Always start by looking at your numbers. 

I added 1,300 new subscribers in 2025. 

What surprised me most? Some of our biggest growth didn’t happen during launches at all.

What happened between launches mattered more than I expected.

May and September ended up being two of our strongest months. No cart open. No big push. Just momentum doing its job.

What made the difference? 

Staying visible instead of disappearing after launches

Treating email like a growth tool, not just a reminder

Paying close attention to who was already saying yes

That’s also why retention became such a big win this year:

I’m ending 2025 with a 94% retention rate

People weren’t just buying a box once, they were staying

One of my biggest - and somewhat unexpected wins - was my teacher tee subscription launch. My “baby subscription” doesn't always get a lot of attention. I ran a short, focused launch that doubled that subscription in just five days.

Revenue told one story. Profit told another.

After 8.5 years, I passed $6 million in subscription box sales. A huge milestone that felt great. But 2025 didn’t end up being a record year.

Revenue finished 4.8% down compared to the year before

Profit margins increased by 12%

That shift came from smarter buying, cleaner inventory, and fewer decisions made out of panic.

You can be down in revenue and still be building a healthier business.

Some things in 2025 were harder than they should’ve been.

We ran into backend issues that affected payments, cash flow, and retention. 

At the same time, social media visibility dropped hard. Content that used to perform just didn’t.

If you’ve ever felt like you’re doing everything right and still not seeing traction, you’re not imagining it. This was one of those years where pivoting mattered more than pushing.

Where I’m putting my energy in 2026.

I’m going all in on what’s already working.

That looks like:

Growing subscriptions earlier in the year instead of waiting

Putting more focus on email and paid ads between launches

Cutting tools, products, and offers that don’t earn their keep

Letting subscriptions lead instead of chasing one-off ideas

When I applied the 80/20 rule, the answer was obvious. Most of the revenue in my business comes from subscriptions. So that’s where the focus stays.

Before you plan anything, ask yourself this.

As you head into 2026, I want you thinking about three simple questions:

What worked - and how can you do more of it?

What didn’t - and what are you ready to let go of?

Where do you actually want to go in 2026 - and what needs to change to get there?

You don’t need more ideas. You need fewer, better decisions.

Join me for this episode for an honest look behind the scenes and a grounded way to think about what comes next in your own business.

And if you want support along the way, come join us inside Launch Your Box. You don’t have to figure this out alone.

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