Episode 93: The Founder-First Growth Model

On this episode of Marketing Moves, we sat down with Michael Sirpilla, co-founder and CEO of Society Brands to unpack their founder-first acquisition model and how it’s redefining the way challenger brands scale. Michael explains why Society Brands keeps founders in the driver’s seat post-acquisition, the importance of shared services in accelerating growth, and how quarterly masterminds create a community of collaboration. We dive into their strategic pivot from Amazon reliance to a diversified omnichannel presence, the role of loyalty programs and influencer partnerships in driving retention, and why authenticity is at the core of both marketing and AI integration. Michael also shares Society Brands' long-term vision to lead the clean, toxin-free movement, building brands that not only grow, but last.

On this episode of Marketing Moves, host Ashtyn Morris sat down with Michael Sirpilla, co-founder and CEO of Society Brands, to explore how his company is rewriting the rules of e-commerce growth. From empowering founders post-acquisition to championing clean, toxin-free products, Society Brands is building a model designed for long-term success.

Michael’s path to entrepreneurship didn’t begin with business school—it began with music. After studying music production and realizing limited career opportunities awaited him, his entrepreneurial spirit kicked in. By his early 20s, Michael had already scaled a financial services agency to millions in revenue and later co-founded a corporate wellness company that grew past $100 million before being acquired.

That experience, paired with his brother Justin’s M&A expertise and co-founder Sean Dougherty’s CPG background, created the foundation for Society Brands. Together, they saw the fragmented e-commerce landscape as ripe for consolidation and innovation.

Unlike traditional acquisition models, Society Brands’ approach is “founder-first.” Instead of sidelining entrepreneurs after acquisition, founders stay on as brand presidents, retaining equity and full P&L responsibility.

For Michael, it’s about culture and performance:

• Culture & Collaboration – Quarterly masterminds bring founders together to share insights, ideas, and energy.

• Respecting Proven Success – Brands Society acquires are already profitable and growing. Rather than fix what isn’t broken, Society focuses on amplifying their strengths.

• Founder-Led Marketing – Authenticity matters. Consumers connect with stories, and keeping founders visible helps sustain momentum and customer loyalty.

“It’s about iron sharpening iron,” Michael explained. “When you bring entrepreneurs together, one plus one equals ten.”

Early on, 90% of Society Brands’ revenue came from Amazon. But as margin pressures grew, Michael and his team made a strategic pivot:

• Omnichannel Expansion – Today, only about 25% of revenue comes from Amazon, with the majority spread across direct-to-consumer, other marketplaces, and retail.

• Health & Personal Care Focus – Society leaned into clean, toxin-free products for everyday life, a category with long-term growth potential and cultural relevance.

• Consumer-Centric Vision – Each year, Society Brands ships over 4 million boxes with the mission of making customers happy—and healthier—when they open them.

Many brands struggle with back-office tasks that pull founders away from vision and growth. Society Brands solves that by providing shared services in finance, demand planning, creative, product development, and media buying.

This frees founders to focus on their customers, while still benefiting from:

• Omnichannel guidance

• International expansion opportunities

• Access to a community of like-minded entrepreneurs

Founders get the best of both worlds: autonomy where it matters and support where it counts.

Michael is bullish on the future of e-commerce. Despite shifts during and after COVID, he sees steady growth and increasing consumer appetite for challenger brands. Key trends he highlighted include:

• AI as an Accelerator – From campaign optimization to content generation, AI is transforming marketing. But authenticity remains essential—brands must train AI to reflect their true voice.

• Omnichannel is Essential – With 90% of households shopping across multiple channels, diversification isn’t optional. Still, Michael stresses expanding methodically to avoid cash flow pitfalls.

• Retention & Loyalty – With high acquisition costs, loyalty programs and strong customer lifetime value (LTV) strategies are critical. “If customers don’t come back, what does that say about your product?” Michael asked.

Society Brands’ vision goes beyond scaling e-commerce businesses—it’s about building a movement. With its “O” logo, the company aspires to become a trusted symbol for the highest standards of clean, toxin-free products in, on, and around your body.

For Michael, success isn’t just measured in revenue. It’s about empowering founders, delighting customers, and improving lives. His advice to entrepreneurs is simple: don’t try to do everything yourself. Build the right team, focus on creating the best product possible, and growth will follow.

Society Brands is proving that scaling doesn’t have to come at the expense of authenticity or values. By keeping founders in the driver’s seat and putting consumers first, they’re charting a new path for challenger brands—one that blends collaboration, innovation, and long-term vision into lasting impact.