John Roman

But I would say the biggest difference is being a glutton for punishment.

What a horrible, complex thing to have to navigate.

you're having to forecast numbers, you know, when you get any sort of scale six months out because of production runs and manufacturing and, you know, forecasting numbers six months out is,

super challenging because you don't know how you can have the best funnel ever.

And there's so many variables outside of your control, like meta or TikTok shop or insert advertising platform you're using, just going through the ebbs and flows.

So the complexity is up there.

I was chatting with someone the other day and he said the two complex, super smart guys, smarter than me.

He said the two complex platforms,

most complex businesses he sees in the DTC space are subscription boxes because of the reasons I outlined and then a true like scaled apparel brands because, you know,

You're only selling jeans, but you have 1,500 SKUs because of color and sizes and variations that it becomes an inventory nightmare.

It's just a very complex, why would we do this to ourselves business?

That's probably the big, big separator, right?

It's a little bit interesting that 70% of our revenue is a mystery box that we ship out.

that people are willing to give us money on pure mystery and surprise.

Now, I think, you know, 11 years into this, we kind of have a track record that we send really good gear out and you are getting massive value.

So I think it's a little bit easier, but I think that it makes the barrier to entry probably pretty difficult.

It's a pretty big moat just because we do have the track record.

Like if you and I, you know, stayed on after the call and we're like, let's launch a Battlebox doppelganger.

Yeah, so to your point, yeah, we're adding, on average, seven to eight SKUs every single month that will, you know, together make up the upcoming box.

And just to clarify, because I know there's probably some, if we're going to use the term, subscription boxes where, like, it's a mystery box, and if I'm signed up and you're signed up, you might get different things than I get.