Key Points From the Interview
Mike was “acquisition curious” after exiting a business he built from scratch, then angel investing, then considering his own PE fund. He finally landed on buying a company as his next move.
Brute Force sells sandbags in the fitness category. Revenues exploded from $3m in 2019 to $8m in 2020 due to surging COVID demand.
In early 2021, demand receded and the company was overstretched and collapsing under debt. Mike knew the founders personally, loved the product, and acquired the business to save it.
Shortly after acquisition, the iOS changes hit their Facebook advertising. Revenue plunged 60% from May to June.
Mike is accelerating his plans and reining in costs by bringing previously outsourced services in house.