$10M Sauna E-Commerce Business Breakdown

Acquisitions Anonymous - #1 for business buying, selling and operating

This week, the Acquanon crew dives into a $10M revenue sauna and cold plunge e-commerce business — but is the heat already fading on this high-ticket trend?
Sponsors:
💸 This episode is sponsored by Capital Pad — the go-to marketplace for connecting acquisition entrepreneurs with investors. Whether you're buying a business or want to back someone who is, Capital Pad streamlines the entire process. Check them out at https://www.capitalpad.com
🧠 Powered by Acquisition Lab — founded by Harvard MBA Walker Deibel, the Lab helps aspiring business buyers navigate search, diligence, and acquisition with expert support and community. Head to https://www.acquisitionlab.com
In this episode, Michael, Heather, and Bill analyze a dropshipping business doing $10M in revenue with $1M in EBITDA, focused on premium home saunas and cold plunges. With growing consumer interest in wellness and longevity, the panel debates whether this high-ticket e-commerce model has staying power or if it's already on the downslope of a health fad. They also explore dropshipping risk, marketing moats, and the nuances of buyer psychology when purchases top $5,000. Plus, the team reflects on tariffs, moats, and even Peloton culture in a classic Acquanon blend of laughs and insight.
Key Highlights:

• A breakdown of a $10M sauna/cold plunge e-commerce brand asking 5x EBITDA
• Challenges and risks of dropshipping large, high-ticket items
• Whether this wellness niche is a lasting trend or already peaked
• Insights on customer acquisition for $5K+ products
• Could AI play a role in considered purchases?
• Why SBA lenders might think twice about funding this deal
• Romanticizing capitalism, one sauna sale at a time

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