Built to Sell Radio Ep 500 After the Deal: Ben Leonard on Watching His $6M Business Fall Apart After the Exit
Jun 27, 2025
In this engaging discussion, Ben Leonard, the founder of Beast Gear, shares his journey from building a $6 million strength equipment brand to selling it—and then repurchasing it after seeing it fall apart under new management. He dives into the challenges of post-sale life, revealing how decisions made by Thrasio impacted brand integrity. Ben reflects on the emotional rollercoaster of negotiations, the importance of strong partnerships, and the lessons learned from his experience, including the significance of negotiating better terms.
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Ben's Journey Building Beast Gear
- Ben Leonard started Beast Gear as a hobby after a heart problem sidelined him. - He grew it to $6 million annual revenue selling strength equipment via Amazon and Shopify.
Avoid Amateur Listing Sites
- Avoid listing on generic flipping sites without expert due diligence. - Engage accountants to verify financials and negotiate better commissions.
Earn-Outs Are Pray-Outs
- Ben calls earn-out payments a "pray out" since sellers have little control post-sale. - Business operators might damage the brand, risking earn-out targets.