$450K+
Lifetime gross revenue
Traction & Metrics
The numbers
Built to $450K+ in lifetime gross revenue across Amazon and Shopify since 2023, on minimal paid spend, with a subscription flywheel of ~300 subscribers. Amazon was the founding channel ($206K lifetime); Shopify DTC has since grown to $252K and now leads. Figures are gross unless noted.
8,600+
Email subscribers
~320
Subscribers
51%
Subscription mix
+116%
Sub-MRR growth · 6 mo
64%
Gross margin
~3×
Sub LTV:CAC · gross profit
~6 wks
CAC payback
Revenue
Trajectory & channels
Accomplished (verified P&L)On track
Month over month, to the sellout
All-channel gross revenue, monthly (QuickBooks). The gray bars are stockouts — we ran out of inventory in mid-2024, again in mid-2025, and now. Every time, demand came back stronger: from ~$8K/mo in early 2024 to a $23.6K high in March 2026. The dips are supply, never demand — the restock reactivates 170+ paused subscribers.
2024
2025
2026
Monthly gross revenueHigh · $23.6K Mar 2026Stockout · out of inventory
Direct
$252K lifetime
Shopify DTC, ~$140K/yr run-rate. AOV $40, 51% subscription mix. Now the lead channel.
Amazon
$206K lifetime
The founding channel, carried 2023–24. 5 flavors on Subscribe & Save, AOV $27, 17.5% on S&S.
Wholesale
$19K+/yr
132 wholesale doors across 27 states, ~70% gym repeat.
Retention
The 15× month-1 lift
Month-1 retention is the leading indicator of whether a new customer comes back. As subscription mix climbed from 14% to 51% of revenue, it stepped up 15×.
| Cohort window | Avg month-1 retention |
|---|---|
| Mar – Jun 2025 | 8.3% |
| Jul – Oct 2025 | 13.0% |
| Dec 2025 – Jan 2026 | ~40% |
Customers acquired today behave fundamentally differently than a year ago. That shift is what underwrites the lifetime value behind a ~3× LTV:CAC.
Customer loyalty
What keeps them coming back
A base that's small but loud and loyal: industry-leading retention, near-zero refunds, and a 4.8-star review wall pulled live from Judge.me.
4.8★
Avg rating · 356 reviews
80%
Five-star share
79%
Subscribers reorder
<1%
Lifetime refund rate
+116%
Sub-MRR · 6 mo
51%
Revenue from subscription
Why they come back, in their words — verified Judge.me reviews:
“Tastes great, NO after taste, NO junk! The hydration is noticeable.”
“All the flavors are awesome. I use it every day. Would highly recommend.”
“Love the product, and thanks to Nino for making me feel like a valued customer. I love supporting this business.”
Unit economics
Margin & efficiency
$158
Subscriber LTV (gross)
$62
One-time LTV (gross)
$25–30
Blended CAC
~3×
Sub LTV:CAC · gross profit
~6 wks
CAC payback
64→78%
Gross margin path
Shopify AOV is $40, Amazon $27. A subscriber is worth ~2.4× a one-time buyer; LTV:CAC is computed on gross profit (revenue × margin, not net income). Subscriber LTV is gross revenue per subscriber — members with 6+ months of tenure average 5.4 orders at $31 (verified in Loop). The margin path is structural: the co-manufacturer is installing stick-pack equipment exclusive to EN, taking gross margin from 64% today toward 75% at Series A and 78% by 2030.
Current state
A working-capital pause, not a demand problem
EN sold out of its primary hydration SKU in Q2 2026. Rather than cancel, the majority of paid subscribers paused to wait for restock, and the refund rate held under 1% throughout. The inventory tranche of this raise reactivates the paused base on restock.
Back to the data room