Ryan Shaw @RyanAtSC

David Beckham co-founded a supplement brand 18 months ago. It just hit $200M annualised recurring revenue. Here's exactly how Danny Yeung built it, and the lessons DTC operators can take from every stage. 1. They stopped debating creative and started testing it Early on the team spent hours in meetings predicting what would work. What angle, what format, what message. Danny's words: "each one of us has our own biases and we really don't know what's going to ultimately work." So they made a structural decision. Move away from opinion and into volume. Week one: 50 statics. Now: 800 to 1,000 per week. 2. They built a scientific credibility stack from day one David Beckham is the co-founder. But Danny was explicit: they never wanted the brand to live or die on him alone. So from launch they recruited a world-class scientific advisory board. The former chief scientist of NASA. Doctors from Mayo Clinic. NSF certified for sport, free from 280 banned substances. Every credibility layer serves a dual purpose. It de-risks the brand from single-person dependency. And it gives the creative team an ever-expanding roster of angles, faces, and proof points to test. 3. The website is treated as a conversion asset, not an afterthought Danny: "every module has its place... we are selling a premium product and you really need to educate the customer in terms of what are they actually getting and why they should be paying such a price for it." Long. Educational. Every section earns its place. If you're selling a premium product at a premium price, the website has to do the work of justifying that gap. Creative gets the click. The website closes it. 4. They focused on two channels and went deep before going wide In 2025, roughly 80% of spend went to Meta. The rest to Google. Danny: "the challenge for any new brand is they may try to focus on too many different channels without really getting one or two of the core channels right." 98% of conversions happened on their own website. Minimal Amazon presence by design. They wanted full control of the transaction and the customer relationship. Only now, past $200M ARR, are they layering in YouTube, podcasts, TikTok, and AppLovin. And even then, Danny's approach is the same: hire people with serious channel-specific experience before you spend. Don't test a channel badly and conclude it doesn't work. 5. The 90-day subscription changed the unit economics overnight For most of 2025, IM8 ran a standard monthly subscription at $89. In December they introduced a 90-day plan. $78/month or $235 upfront, auto-renewing every three months. AOV went from $150 to $200 the same day. Payback period dropped from 3.9 months to 2.5. Danny's logic for why they waited: "as a new brand, no one's going to buy upfront 3 months of your supply until they see the social proof." 6. They bundled value into the commitment, not just a discount The 90-day plan comes with access to masterclasses from their scientific advisory board. Dr. Dawn from Mayo Clinic. David Beckham's personal trainer. Eight world-class specialists. All free with the subscription. Danny: "we don't want to just sell product, we want to get people fit, healthy, and through this lifestyle." His logic on retention: if someone uses the product consistently for 90 days, they feel the effects. Once they feel the effects, they stay. We mapped out the full IM8 ecosystem If you want it, retweet this post and comment IM8 and I’ll send it over.

@fractalwagmi @0xChemical @phantom @BChillman Is there a link to the recording?

@jonfavs Scapular retraction exercises helped me cure an impingement and life long shoulder instability. Think perfect push-up form, held in place

@alexrudloff @tanayj I could definitely see that happening more. The America’s are fair game with the time zone overlap.

@garyvee I’m ready

Technology destroys jobs and replaces them with opportunities.

i never told my mom this but one time i threw a party in high school and someone peed in the cat's litter box so when she got back there was a giant petrified human piss brick and she cried while taking the cat to the vet all while i watched and said nothing to avoid being caught

@ryanweather im working on my second century and im not even 30

Ten simple truths:

The unexamined parts of yourself are running around in the world masquerading as the things you think you hate

▓▓▓▓▓▓▓▓▓▓▓▓▓▓▓ 98%

In case you thought journalism wasn’t dead

Daniel Ahmad @ZhugeEX

7 years ago

bruh It's an image of a fridge. I added a fridge next to the Xbox Series X and called it the PS5. It was a joke.

keyboard_arrow_left Previous keyboard_arrow_right Next

550 14K 74K 0 553

@colinjordan @alex @alexrkonrad Gladiators

Las Vegas: Explained fragility as concavity: Mix a $2,000 bottle of wine with a $10 one. The 2 bottles will be worth less than $1,005 each.

@ryanweather You're doing a great job covering everything. Thanks a ton for putting out all the great coverage of the storm. I probably speak for a lot of people when I say, we really appreciate your insights.

You guys know what time it is. Happy hurricane season #hurricandorian

@TheCryptoHedge litecoin

@balajis the concept was something like—literally working during a video chat of sorts.

@balajis 2 random strangers being paired up in a coworking situation, virtually. Someone made something like this—don’t recall the name.