Within my last quarterly content piece on FitLife Brands, I outlined my utter shock around leadership’s inability to learn from past MusclePharm experiences and how “becoming a victim of product line extension creep” became a major underlying driver of its failure. Though, the strategic decision by FitLife Brands…pandering to a retailer request for this (or that) exclusive MusclePharm line extension, is an immaterially small mistake compared to launching MusclePharm Combat Ready ready-to-drink protein shakes. But for anyone new to these quarterly content pieces, FitLife Brands sells more than 250 SKUs across 13 supplement brands…each with a slightly different product portfolio and sales channel strategy. In total, the FitLife Brands portfolio is sold through more than 20K retail locations globally. But throughout this content, you’ll hear me categorize the FitLife Brands portfolio into three segments: Legacy FitLife Brands, Mimi’s Rock Corporation, and MusclePharm. In the fourth quarter of 2024, FitLife Brands Inc. (NASDAQ: FTLF) had revenues of $15 million…which was up 13% YoY. But though that YoY growth rate obviously looks strong, it’s important to remember that those reported results were greatly impacted by the MusclePharm acquisition that closed in October 2023. While there's strategic initiatives going on at legacy FitLife Brands and Mimi's Rock, the most intriguing segment within FitLife Brands is also currently its smallest...MusclePharm. In the fourth quarter of 2024, MusclePharm segment revenue was $2.8 million. And while the full-year 2024 sales channel mix of MusclePharm was evenly split between wholesale and online revenue…the fourth quarter started to signal that the brand’s biggest long-term commercial opportunities will come from offline retailers. I was quite confident that FitLife Brands understood it’s a marathon (and not a sprint) with MusclePharm. Moreover, the last 5-7 years of MusclePharm brand mismanagement had provided a sizable amount of unlocked value that was just waiting to come out. Furthermore, doing the required “hard work” upfront to rebuild the foundation of MusclePharm for the long haul would inherently unlock enough short-term financial results to appease shareholders around the acquisition ROI. Yet…that’s not happening right now! Instead, FitLife Brands has surprised me (and not in a good way), believing it would be better served in reaching arbitrary segment-level financial goals by deciding to chase various mirages. FitLife Brands has meaningfully begun almost zero of the “hard work” required in rebuilding connection and trust with customers, reconstructing the brand story, rebuilding community, and bringing it all to life with layers of compelling content. And because FitLife Brands decided sprint through the MusclePharm turnaround plan…instead of being strategically conservative to rebuild the foundation for future growth opportunities at MusclePharm, it will undoubtedly expose its weaknesses even more prominently (and create unnecessary burden) across the entire organization.