This week, the Acquanon crew dives into a $10M revenue sauna and cold plunge e-commerce business — but is the heat already fading on this high-ticket trend?

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In this episode, Michael, Heather, and Bill analyze a dropshipping business doing $10M in revenue with $1M in EBITDA, focused on premium home saunas and cold plunges. With growing consumer interest in wellness and longevity, the panel debates whether this high-ticket e-commerce model has staying power or if it's already on the downslope of a health fad. They also explore dropshipping risk, marketing moats, and the nuances of buyer psychology when purchases top $5,000. Plus, the team reflects on tariffs, moats, and even Peloton culture in a classic Acquanon blend of laughs and insight.

Key Highlights:

A breakdown of a $10M sauna/cold plunge e-commerce brand asking 5x EBITDA
Challenges and risks of dropshipping large, high-ticket items
Whether this wellness niche is a lasting trend or already peaked
Insights on customer acquisition for $5K+ products
Could AI play a role in considered purchases?
Why SBA lenders might think twice about funding this deal
Romanticizing capitalism, one sauna sale at a time

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Chris Danton - Co-Founder & Chief of Ideas of IN GOOD CO