Steven DuFresne and Eric Murphy, co-founders of Anthros, have spent decades designing elite wheelchair seating systems — the kind used in top rehab hospitals around the world. Now they’ve brought that biomechanical precision to the workplace, designing an office chair so effective it’s FDA-registered as a sitting orthotic.

But beating Herman Miller and other giants in the space takes more than just a better product — it takes a smarter go-to-market strategy, deep customer education, and a brand story that disrupts an industry that’s clinging to aesthetics over ergonomics.

In this episode, Nick and Jay help Steven and Eric:

• 🧠 Reposition their brand to challenge legacy players like Herman Miller and Steelcase  
• 📈 Use influencer-led education to shift consumer mindset and overcome price objections  
• 🚚 Expand beyond DTC while avoiding the dealer-driven pitfalls of traditional office furniture sales  
• 🏋️ Lean into performance-based messaging to attract high-performing professionals and biohackers  
• 🤝 Explore brand partnerships with Eight Sleep, Upright, and other premium wellness brands



Learn more about Anthros and save over $200 using our link here: https://configurator.anthros.com/discount/Optimize?redirect=%2Fproducts%2Fchair&platform=grin&link_id=1958503&token=2KxCdlsRqZx8Fz3qqm1SGRV6feRa3EoB&contact_id=c7789246-db3e-4a4e-aef1-7406c1b8db04&attribution_window=60

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com

If we think you’re a good fit, we’ll get you on the show. ®

Alexander Page, co-founder and CEO of Trusted Ally Home Care, serves a remarkable niche: former uranium and nuclear workers affected by exposure during and after America's Cold War era. These clients are covered under a rare federal program—but it’s a ticking clock. As the population ages and eventually declines, Alexander is on a mission to both scale responsibly and diversify his business. Stick around to see Nick and Jay start a business from scratch to help Alexander grow his client base.

In this episode, Nick and Jay help Alexander:

1. 📊 Reevaluate client acquisition with data-backed allowable cost models
2. 🧠 Explore partnerships and new business lines, including launching an AI-powered application processing platform
3. 🩺 Tap into referral networks through medical professionals and Continuing Education (CEU) strategies
4. 🔁 Reframe his biggest risk—market contraction—as an opportunity for innovation and vertical integration

Learn more about Alexander and Trusted Ally Home Care:

• Trusted Ally Home Care: https://trustedally.com/
• Alexander Page: https://www.linkedin.com/in/xanderpage/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com.

If we think you’re a good fit, we’ll get you on the show. ®

Dan Murphy, President of MAG Insulation, is running one of Michigan’s top-performing commercial and residential insulation companies. But with explosive growth and a tight labor market, he’s feeling the squeeze — not in leads or bids, but in trained field technicians to get the work done. That’s where Nick Sonnenberg and Jay Abraham step in. From rethinking recruiting strategy to optimizing bidding, this episode dives deep into what it takes to unlock operational leverage in the construction industry.

In this episode, we help Dan:

1. Develop a creative, full-time recruitment strategy to secure field technicians and fuel expansion
2. Optimize bidding with data-driven insights to increase close rates and profitability
3. Reallocate team roles to unlock capacity and reduce hiring pressure



Learn more about Dan and MAG Insulation:

• MAG Insulation: https://maginsulation.com/
• Dan Murphy: https://www.linkedin.com/in/dan-murphy-b5760848/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com.

If we think you’re a good fit, we’ll get you on the show. ®

Alair Homes are looking to be the pre-eminent leader in construction, but they need Nick and Jay to help streamline complex construction processes and transform their marketing.

Chad Hackmann, the Regional Manager of Alair Homes in the Arlington area, is well on his way to becoming the preeminent leader in home renovations. However, operating in such a complex industry, where no two jobs look the same, poses several challenges. That's where Nick Sonnenberg and Jay Abraham come in; from creating an unbeatable marketing pipeline to implementing AI to streamline various processes, Chad leaves the discussion with a laundry list of items to improve his business. This episode is a must-listen for anyone looking to optimize the complex tasks in their work.

In this episode, we help Chad:

1. Create an unbeatable referral marketing strategy
2. Implement data-gathering algorithms to find potential clients
3. Streamline complex construction pricing models and increase profit margins

Learn more about Chad:

• Chad Hackmann LinkedIn: https://www.linkedin.com/in/alairarlington/
• Alair Homes Website: https://www.alairhomes.com/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com.

If we think you’re a good fit, we’ll get you on the show. ®

Adam Bensman, the “Roof Strategist” created the Roofing and Solar Reform Alliance to tackle the deep corruption and fraudulent practices he discovered when he first joined the roofing industry. The RSRA is a membership-based alliance that brings together hundreds of roofers who pledge to fight corruption and bring a new level of service to the industry. However, Adam needs help expanding this alliance and is looking to Nick and Jay for help. From expanding the membership base to tackling the often time-consuming customer service aspect of the alliance, a lot is about to be optimized in this latest episode of The Optimize Podcast.

In this episode, we help Adam:

1. Shift his business model to open up new opportunities to gain more members
2. Create and support a new revenue stream
3. Automate the time-consuming customer service department

Learn more about Adam:

• Matt Eller LinkedIn: https://www.linkedin.com/in/roofstrategist/
• Roofing & Solar Reform Alliance Website: https://www.rsra.org/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com.

If we think you’re a good fit, we’ll get you on the show. ®

Matt Eller is the founder of Pro Commercial, a leading building consulting and construction company specializing in restoration projects for buildings damaged by fire, floods, and even tornadoes. What sets Matt's company apart is its dual role in both consulting and construction. However, Matt faces a challenge: converting consultations into construction projects, as insurance companies often make the final decisions. That’s where Nick and Jay come in, from strategies to become the top choice for insurance companies to leveraging AI for cost estimates, Matt leaves this conversation with a wealth of ideas to enhance Pro Commercial's business model.

In this episode, we help Matt:

1. Develop a new strategy to increase the conversion rate of consulting jobs to construction projects
2. Use AI to create construction cost estimates for better bids.
3. Productize aspects of construction to reduce consulting time and increase profit margins.

Learn more about Matt and his company:

• Matt Eller LinkedIn: https://www.linkedin.com/in/matt-eller-42960211/
• Pro Commercial Website: https://pro-commercial.com/home/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com.

If we think you’re a good fit, we’ll get you on the show. ®

Justin Bartley is the President of Next Door & Window Company, based in Chicago. It’s an age-old business model, installing and fixing windows and doors, and whilst Justin and his team have found success, they are sure there’s more they could be doing to increase leads and expand their business into multiple locations. That’s where Nick and Jay come in, from strategies to implement multiple referral systems that cost nothing to creating partnerships with other home improvement companies, Justin leaves this conversation with a bucket load of ideas that are sure to generate more leads and open the door to more business. 

In this episode, we help Justin:

1. Create partnerships with companies to increase referrals and open up new territories.
2. Implement new marketing strategies to open up an untapped customer base.
3. Develop a new strategy for his salespeople to generate income multiple times, instead of just having single-transaction customers.

Learn more about Justin and his company:

Justin’s LinkedIn: https://www.linkedin.com/in/justin-bartley-a09a7a48/

Next Door & Window Company Website: https://nextdoorandwindow.com/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com.

If we think you’re a good fit, we’ll get you on the show. ®

Sasha Tripp is the owner of Story House Real Estate, a thriving company in Charlottesville. Despite its success, Sasha worries about the future for real estate agents. To address this, she aims to build a coaching business to share her knowledge on becoming successful in Real Estate. However, she faces two challenges: making her company operate without her day-to-day involvement and designing a unique coaching program that enhances rather than hinders her current business. This is where Nick and Jay step in to assist.

In this episode, we help Sasha:

1. Create a coaching business to sell her industry knowledge without negatively impacting her current real estate company.
2. Productize her experience to be able to scale a coaching business.
3. Open up multiple revenue streams to counteract the diminishing need for real estate agents.

Learn more about Sasha, her coaching and Story House Real Estate:

Sasha LinkedIn: https://www.linkedin.com/in/sashatripp/

Sasha’s Coaching: https://www.sashatripp.com/

Story House Real Estate: https://www.storyhousere.com/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com.

If we think you’re a good fit, we’ll get you on the show.

Nik Tarascio is the CEO of Ventura Air Services, a private jet charter company that brings a new model to the industry. His business model enables jet owners to lease their aircraft, earning income for each flying hour, while being relieved of maintenance, pilot, and fixed cost burdens. Nik’s company currently generates ~$50 million in revenue per year, however, Nik is ready to scale even further and needs to find a way to get more aircraft into his company, and that’s where Nick and Jay come in.  

In this episode, we help Nik:

1. Create a database of every private jet owner in the country.
2. Develop a marketing plan that will get past the gatekeepers and bring huge value to private jet owners.
3. Implement software to ensure company efficiency and communication stay strong whilst scaling the team.

Learn more about Nik and Ventura Air Services:

Nik’s LinkedIn: https://www.linkedin.com/in/niktarascio/

Ventura Air Services: https://venturajet.com/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com.

If we think you’re a good fit, we’ll get you on the show.

Mark Choe is the President and Co-Owner of The Pines Resort, known as the only lakefront resort in the Yosemite area. With over 110 cabins & suites, a market, 2 restaurants and 185 employees, the resort is bustling during the summer months, but the off-season is a problem for Mark. That’s where Jay and Nick come in to help. They help Mark with everything from creating a marketing plan to attract companies, conferences and return visitors during the winter, to using influencer marketing and a membership package to encourage long-term growth.

In this episode, we help Mark:

1. Implement techniques to attract return visitors, conferences & company retreats.
2. Manage his workforce during the off-season.
3. Make the resort attractive as a year-round destination.

Learn more about Mark and The Pines Resort:

Mark’s LinkedIn: https://www.linkedin.com/in/mark-choe-146846100/

The Pines Resort: https://www.basslake.com/

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com

If we think you’re a good fit, we’ll get you on the show.