Buying Back the Brand - The Story of Beast Gear with Ben Leonard

Buying Back the Brand - The Story of Beast Gear with Ben Leonard   Welcome to Seller Sessions with Danny McMillan. Today, Ben Leonard, founder of Beast Gear, shares his journey of selling, watching the decline, and buying back his brand. He offers insights into brand management, resilience, and reclaiming a damaged asset. The Birth of Beast Gear and Its Early Success   Origins of Beast Gear: Ben launched Beast Gear as a strength and conditioning brand while working in oil and gas. By 2019, it reached $6M in annual revenue, becoming the largest in the UK and Europe. Sale of the Brand: In 2019, Ben sold Beast Gear to an aggregator in the first European acquisition of its kind. The offer was life-changing, supporting Ben's growing family and personal goals.   The Decline of Beast Gear Aggregator Mismanagement: Ben observed how the aggregators, driven by financial motives rather than e-commerce expertise, failed to maintain Beast Gear’s quality and brand identity. This resulted in the erosion of the “soul” of the brand. The Fallout: By late 2023, the aggregator faced Chapter 11 bankruptcy, struggling with its portfolio of over 200 brands, which it eventually downsized to fewer than 50. Buying Back the Brand   Romantic Yet Strategic Move: Ben combined emotion with pragmatism, starting with contacting former aggregator contacts and leading to complex negotiations. The Deal: Ben and a former aggregator founder acquired Beast Gear among distressed brands, with minimal upfront costs, consignment inventory, and an earn-out model. Challenges and Risks of Rebuilding   Market Evolution: The e-commerce landscape is now more competitive, but Ben sees opportunities to leverage his experience and the brand’s history. Addressing Competition: Competitors often fail to build authentic customer relationships. Ben aims to revitalize Beast Gear’s identity and reconnect with its loyal audience. The US Market: Not entering the US market was a major regret. Ben sees it as a significant opportunity for future expansion, despite brand recognition challenges.   Advice for Entrepreneurs Considering a Buyback   Mitigate Risks: Minimize upfront investment and use consignment for inventory. Leverage Relationships: Use your brand knowledge to position yourself as the best buyer. Stay Rational: Ensure the deal is financially sound, not emotionally driven. Be Prepared for Challenges: A buyback often means rebuilding a damaged asset from scratch.   Ben’s Future Plans and Brand Rescue Mission   Ben will transparently document Beast Gear’s turnaround through his Brand Rescue Mission, sharing experiences and strategies to inspire and educate others in similar ventures. Connect with Ben Leonard:   Website: BrandRescueMission.com Email: Ben@BenLeonard.Pro Grab Tickets for Seller Sessions Live! Join us on 10th May 2025 👉 https://sellersessions.com/seller-sessions-live-2025  

Om Podcasten

Seller Sessions is the largest Amazon FBA and Private Label podcast for Advanced Amazon Sellers. It is the first of its kind, in terms of being raw, non nonsense and straight to the point. A lot of Amazon podcasts that came after has followed by example... Seller Sessions is published 4 times per week and often breaks new trends first in the industry. Host Danny McMillan, is a world renowned public speaker and veteran Amazon Seller, Danny is also the co-founder of DATAbrill. DATAbrill manages Amazon PPC and advertising automation for 6, 7 & 8 figure Amazon brands. Danny also works with Amazon in the UK to provide webinar content for their 3rd party sellers. Each year he hosts Seller Sessions Live the annual conference for Amazon Sellers in the UK, bringing the worlds best speakers on the cutting edge of marketing on and off Amazon. He is also the founder of SellerPoll, the official annual awards for Amazon Sellers and Brands.