The show where 8-figure DTC founders and operators sweat out the truth. The real numbers. The expensive mistakes. The margin math nobody posts on LinkedIn.
Everyone posts their wins and hides their P&L. We do the opposite. Every round the intensity climbs and the questions get sharper, until the rehearsed answer cracks and the real one comes out.
Usually it's hotter and hotter hot sauce. Sometimes sour candy. Sometimes something else entirely. The premise never changes: the rounds get hotter, the questions get harder.
Easy question, easy heat. We find out who you really are before the sweating starts.
The one tactic moving the needle for you right now. With a real number attached, not a vibe.
Real CAC. Real margins. The revenue figure you would never say sober. This is the one people came to hear.
The bet that blew up. The hire you kept a year too long. The lesson that cost you real money, so it doesn't cost the viewer theirs.
Your spiciest take on this industry. The thing everyone in DTC believes that you think is dead wrong. The hill you'll die on.
Not another polished founder interview. Real receipts, on camera, from people who actually built the thing.
There are a hundred polished founder interviews and they all blur together. The chair is for the people who go there.
8-figure DTC and e-commerce founders and operators.
Not afraid to offend, get vulnerable, and say what everyone's thinking.
A point of view sharp enough to make the room uncomfortable.
Built enough to have nothing left to prove.
If you play it safe, this isn't for you. And we both know it.
Filming the first episodes August 3rd. A handful of seats, hand-picked.
Apply to take the seat →