Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
09 Jan 2025
Daniel, an accomplished entrepreneur and founder of a leading subscription e-commerce brand, joins the discussion to share his journey of building a successful business from the ground up. With a focus on scaling sustainably and navigating the complexities of direct-to-consumer marketing, Daniel offers a candid look at the challenges and opportunities he has faced. He dives deep into the innovative strategies that have allowed his business to thrive, even as it transitions into new markets like food and beverage. His emphasis on customer experience and data-driven decision-making sheds light on how to stand out in competitive industries.In addition to sharing his entrepreneurial playbook, Daniel reflects on the personal side of running a business. He discusses lessons learned from hiring, emphasizing the value of attitude and potential over perfect resumes. His unique perspective on handling setbacks, shaped by overcoming personal health challenges, offers a refreshing take on maintaining balance and perspective. Aspiring entrepreneurs will walk away inspired by his insights into building resilience, adapting to change, and taking strategic risks.CHAPTER TITLES02:35 - Starting the Entrepreneurial Journey04:54 - Disrupting the Subscription Model07:21 - Scaling and Maintaining Customer Experience09:50 - Transitioning into Food and Beverage12:14 - Direct-to-Consumer Marketing Strategies14:38 - The Role of Partnerships in Growth16:27 - Key Business Lessons for Entrepreneurs18:39 - Hiring for Potential vs. Experience21:01 - Learning to Handle Setbacks and Failures23:40 - Advice to a Younger SelfConnect with Daniel Broukhim:Fabfitfun.comConnect with Rudy Mawer:LinkedInInstagramFacebookTwitter
Full Episode
Not everything is meant to be a subscription, though you can leverage it. There's reasons why it makes the experience better for the customer and the business better. And so for us, the way we're able to drive such deep discounts for our members is because we have the subscription base and we know with certainty that we're going to have this many customers coming back.
So we're able to place extremely large purchase orders on products that otherwise, you know, we'd be buying much smaller ones without that kind of confidence. And we're able to pass those savings on to our customers.
My name is Rudy Moore host of living the red life podcast I'm here to change the way you see your life in your earpiece every single week If you're ready to start living the red life ditch the blue pill take the red pill join me in Wonderland and change your life What's up guys? Welcome back to another episode of Living the Red Life.
We're joined today by my friend Daniel, built a very big successful business that we're going to dive into, FabFitFun. You've probably heard of it. One of the probably most successful subscription econ models that I've ever seen. Daniel, welcome to the show.
Thank you. Great to be here.
Yeah, so let's dive in. If someone doesn't know, you know, most people probably know the brand, right? But they might not know you're one of the geniuses behind it. Can you just give a couple of minutes on kind of yourself and what you do?
Yeah, sure. So I'm Daniel Rukim. I am the co-founder and co-CEO of FabFitFun. I was born and raised in LA, grew up there most of my life before going to Berkeley for undergrad and then UCLA for law school. When I was in law school, I decided I didn't want to practice.
And so I started working on some of my own entrepreneurial initiatives, starting with a digital agency out of which I launched FabFitFun. Initially as like actually a newsletter and blog. And then, you know, from there we evolved it into a broader retail e-commerce platform where, you know, as part of FabFitFun, the core kind of offering is a subscription box.
But, you know, now that offering has really evolved into Discount Retail Shopping Club. So as part of the membership that you get. You basically get a curated menu of about 50 to 60 items every season where you pick six and you get about $300 in value and you're paying $70 a season or $220 a year. So really effectively, it's $55 a season if you are buying an annual membership.
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