Most founders spend their first dollars on ads.

Luke Hartelust did the opposite—and it worked.

Before he even launched MNLY, a men’s precision health brand, he secured a six-figure partnership with HYROX. No ads, no gimmicks—just a bold marketing play that gave him instant credibility, an audience of thousands, and a 2.2x ROI.

In this week’s episode, Luke shares his capital-efficient marketing playbook:

✅ How to use partnerships to buy trust and attention

✅ Why community is the most underrated growth channel

✅ How equity-based influencer deals can outscale ad budgets

This is how Luke turned MNLY into a fast-rising DTC brand without a single paid ad campaign.

👉 Listen now to learn how to build a brand that scales with community. 

Key Takeaways:

• 00:00 Intro 
• 00:20  Introducing Luke Hartelust & MNLY
• 01:11  How personal health became a brand opportunity
• 05:50 Why MNLY ditched telehealth for AI positioning
• 09:42 Betting six figures on a HYROX partnership pre-launch
• 12:25 Raising money in a VC downturn with a marketing-first strategy
• 16:47 Why relationships > transactions in partnerships
• 21:50 Turning HYROX into a marketing machine with activations
• 26:05 Building community as a zero-CAC growth engine
• 29:03 Ambassadors as compounding word-of-mouth
• 30:45 Influencers as equity partners, not paid posters

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=71

Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=youtube&utm_medium=video&utm_campaign=71

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=71

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=71

---

Learn more about Luke

👉 Luke Hartelust Instagram: https://www.instagram.com/luke_hartelust

👉 MNLY | Precision Men’s Health: https://www.getmnly.com/

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Getting your ROAS target wrong doesn’t just throw off your ad performance… It can tank your entire business.

In this episode, I break down why your ROAS is not just a metric—it’s a reflection of your financial model, your LTV assumptions, and how honest you’re being with yourself about your goals. I go deep into first-order profitability vs. LTV-based targeting, show you how to model your numbers step-by-step, and explain why your business model should dictate your strategy, not someone else’s success story.

This episode is for anyone who's tired of guessing, tired of copying strategies that don’t fit, and ready to actually scale profitably, with confidence.

Key Takeaways:

• 00:00 Intro 
• 01:06 Determining ROAS targets for e-commerce businesses
• 03:19 First-order profitability method 
• 05:22 LTV based targeting 
• 10:16 Aligning ROAS targets with business goals 
• 13:08 How to implement this winning strategy 
• 15:58 Conclusion and outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=70

Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=youtube&utm_medium=video&utm_campaign=70

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=70

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=70

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Have you ever seen a marketing budget so bad you couldn’t believe your eyes? 

Today, I've got a story that's going to make every marketer listening either laugh or cry, maybe even both at the same time… 

You know those moments during a marketing audit when you're convinced you must be reading the numbers wrong? Like, there’s no way this is real. Well, I just finished reviewing a marketing budget that had me questioning reality itself. We're talking about a brand in the baby category that came to me for consulting.

Before you tune out thinking this doesn't apply to you because you're not in the baby category, stick with me, because the lessons here are universal. This is about a fundamental misunderstanding of customer behavior, channel dynamics, and basic math.

So buckle up, you’re in for a wild ride today.

Key Takeaways:

• 00:00 Intro 
• 01:30 The baby category 
• 04:57 The most frustrating marketing budget I’ve ever seen
• 10:46 Understanding the customer journey 
• 17:33 How to fix this mess
• 24:27 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=69

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=69

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=69

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=69

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Here’s a tough pill to swallow — chasing a high ROAS might actually be costing you growth and customers.

Over the last few months, we’ve been deep in the weeds with brands trying to “beat” their ROAS targets, only to realize they’re leaving massive opportunities on the table by focusing on the wrong metric.

In this episode, we’re tearing down the myth that higher ROAS is always better. Instead, we show why the smartest brands are going after the lowest sustainable new customer ROAS to dominate ad auctions, outbid competitors, and drive real profitability.

This isn’t guesswork. We share real client examples where dialing down the ROAS target, backed by strong retention and lifetime value, created insane competitive advantages.

Ready to rethink your ROAS strategy and win the auction? Let’s dive in.

Key Takeaways:

• 00:00 Intro
• 00:42 Defining Acquisition Media Efficiency Ratio (aMER)
• 01:48 Critique of chasing high ROAS benchmarks
• 04:24 Winning ad auctions with lower bids
• 07:39 Importance of aligning aMER with profitability goals
• 10:03 Role of retention and LTV in lowering aMER targets
• 11:37 Common client misconceptions about ROAS and profitability
• 14:58 Business model impact on aMER targets
• 17:29 Profitability targets affect acquisition strategy
• 18:37 Why agencies must integrate forecasting and LTV knowledge
• 20:40 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=68

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=68

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=68

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=68

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Here’s a harsh truth for you…

Your Meta ad account is probably bleeding money as we speak. 

Over the last six months, I’ve been elbow deep in 50+ ad account audits. I’ve gone through all the slides, dug into all the data, and I just keep seeing the same costly mistakes over and over again. And we’re not talking about a few bucks here and there. We’re talking about hundreds of thousands of dollars left on the table. 

So I’ve put together the top 10 Meta ad account mistakes that are bleeding money from your ad account. And these aren’t theoretical problems. These are real issues I’m spotting in real ad accounts that are costing real brands serious cash right now.

Chances are, at least a few of these are hiding in your ad account, too. And the crazy thing is, most of them can be fixed in under an hour.

So without further ado, let’s jump right into it.

Key Takeaways:

• 00:00 Intro
• 02:35 Creative testing campaigns 
• 04:47 Ads turned off without a rhyme or reason 
• 06:21 Interest and lookalikes 
• 07:31 View-through attribution  
• 10:17 Ad set budget optimization  
• 12:42 No hard exclusions 
• 14:43 Existing vs. new customers 
• 16:28 Different AOVs in one camapign
• 17:55 Creative volume and diversity 
• 20:18 Not running manual bids 
• 22:30 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=67

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=67

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=67

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=67

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Struggling with creative burnout? 

You’re not alone. Most DTC brands do. They cycle through the same ad concepts, watch their CAC climb, and wonder why scaling feels impossible. In this episode, I break down the three distinct creative pipelines that power our 3,000+ monthly ad machine – systems any founder can implement regardless of team size. 

You'll discover why traditional creative approaches fail at scale, how to build self-replenishing content streams, and the exact framework we use to generate high-converting creative without endless production costs. Whether you're hitting a growth ceiling or planning your next phase of expansion, these three pipelines will transform how you approach creative forever. 

Stop treating content as a cost center and start building your own creative factory.

P.S. Have any questions? Email me: [email protected]

Key Takeaways:

• 00:00 Intro
• 00:57 Creative diversity
• 10:54 CGC 
• 15:25 Influencer seeding 
• 21:45 UGC 
• 25:06 Implementing creative pipelines
• 28:47 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=66

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=66

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=66

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=66

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Imagine Joe Rogan organically promoting your product to his audience not once, not twice, but four times…

Sounds too good to be true, right? 

Well, that’s precisely what happened to this week’s guest, Paul Jackson. Paul is the mastermind behind MonkeyFeet and the co-founder of Animalhouse Fitness, a fitness company dedicated to developing innovative solutions that help fitness enthusiasts achieve their goals in an environmentally conscious manner. Paul shares their incredible journey from launching during the pandemic to reaching Joe Rogan through seeding and making $13.5 million in just 18 months. 

If you’re ready to learn the behind-the-scenes of a rapidly growing business, this episode is for you. 

Tune in! 

Key Takeaways:

• 00:00 Intro 
• 00:23 From $0 to $13M in 18 months 
• 03:08 MonkeyFeet
• 05:01 Influencer marketing and organic growth 
• 09:33 Product development and iterations 
• 13:37 Biggest challenges of scaling fast 
• 21:36 Current business strategy and future plans 
• 27:06 Bottom line advice 
• 29:28 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=65

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=65

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=65

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=65

Learn more about Paul:

👉 Website: https://animalhousefitness.com/ 

👉 LinkedIn: https://www.linkedin.com/in/pauljacksonucla/

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

So, you’ve got a killer product… Now what?

In this episode, Purdy & Figg co-CEOs Jack and Charlie Rubin explain how they grew from £452K to over £50M on a £25 product. Their rapid growth didn’t come from luck or cheap hacks, but from an obsession with product uniqueness, customer retention, and brilliant offer design. Thanks to their bold bets, they didn’t just scale, they exploded, and they’re here today to explain exactly how. They also reveal why they’re saying “no” to US expansion (for now) and how sticking with the UK is a power move, not a limitation.

If you’re a DTC founder, marketer, or operator, this episode’s packed with practical gold and growth lessons, so don’t miss out.

Let’s jump right in!

Key Takeaways:

• 00:00 Intro 
• 00:16 The main factor for Purdy & Figg’s success 
• 02:53 LTV, risk tolerance, and aggressive growth 
• 14:42 The importance of testing in paid media 
• 19:51 Inventory planning and operational challenges
• 28:20 Agency-brand relationships 
• 36:17 Expansion strategy and market entry
• 42:48 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=64

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=64

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=64

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=64

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

In this hard-hitting episode, we expose the fundamental flaw in how brands select marketing agency partners. The marketing landscape has shifted dramatically – what was once a choice between one or two specialized partners has become a crowded marketplace with hundreds of agencies competing for your business.

The result? A dangerous race to the bottom on pricing that's creating a false economy for brands seeking growth.

We break down real agency economics with unfiltered transparency, revealing exactly what happens when you're offered four team members for just $4,000 monthly. The math doesn't lie: with junior media buyers costing $65,000 annually plus burden costs and agencies needing 20% margins to survive, your "bargain" partnership means you're getting roughly 10% of each team member's attention – about four hours monthly. 

Can someone transform your business in four hours a month? The answer should concern every growth-focused founder.

P.S. We’re also sharing some foolproof vetting questions to help you avoid getting stuck in a bad agency relationship. Don’t miss out!

Key Takeaways:

• 00:00 Intro 
• 01:57 You get what you pay for
• 03:34 Understanding agency economics 
• 13:24 The reality of low-cost agencies
• 20:19 How to evaluate agencies 
• 25:21 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=63

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=63

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=63

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=63

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Struggling to convert more leads? You’re missing the secret ingredient… 

In this episode, we’re joined by Rabah Rahil to reveal how you can generate more leads, increase conversions, and scale your revenue with just a couple of tweaks. Rabah is the CMO of FERMÀT, an AI native commerce platform that optimizes shopping experiences, leading to best-in-class shopper engagement and conversion. 

Rabah’s platform allows businesses to test offers, funnels, and messaging without disrupting their website experience. We talk in-depth about the importance of congruency between ads and landing pages, how to leverage AI, and identifying hero offers. 

Tune in!

Key Takeaways:

• 00:00 Intro 
• 00:23 FERMÀT and AI integration 
• 03:58 Full funnel marketing and website optimization 
• 09:50 Data and performance metrics 
• 21:24 Identifying the hero offer
• 29:23 What is FERMÀT 
• 36:49 Outro

Additional Resources:

👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=62

👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=62

👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=62

👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=62

Get in touch with Rabah:

👉 Website: https://www.fermatcommerce.com/ 

👉 LinkedIn: https://www.linkedin.com/in/rabahrahil/

Follow us on X:

👉 Cody: https://x.com/Cody_Wittick 

👉 Taylor: https://x.com/TaylorLagace 

The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond! 

🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533