Let’s Become Better Marketers Together. 100% Free.
I’m Mike. I built a brand’s marketing operation from $0 to serving over 20,000 gyms worldwide and I’m still building it. Every lesson I’ve learned along the way, from the wins and the expensive mistakes, lives here. For free. No paywalls, no premium tiers, no courses to sell you.
The marketing world is drowning in recycled advice, guru-speak, and “10 hacks to supercharge your funnel” content that could be written by anyone with a search engine and 20 minutes. The Lab exists because I think you deserve better than that.
What you’ll find here are marketing lessons drawn from real campaigns with real budgets, informed by serious reading across disciplines: business history, behavioral science, classic advertising, fiction, film, and whatever else I’m curious about that week. I write from practice, not theory. Every insight comes from work I’ve actually done, not frameworks I’ve only read about.
My goal is simple: help you become the kind of marketer who builds lasting brands, makes decisions with confidence, and ties their work to dollars — not vanity metrics.
What I Believe
Marketing is a craft, not a cheat code. There are no shortcuts worth taking. The marketers who win over the long term are the ones who master fundamentals, study broadly, and do the work day after day, year after year. That’s what I teach here.
The best ideas come from everywhere. Some of the sharpest marketing thinking I’ve encountered came from a biography of Rockefeller, a fantasy novel by Brandon Sanderson, and a spring break trip to In-N-Out when I was nine years old. Read widely. Stay curious. Let it all feed your work.
Your marketing should show up on the P&L. If it doesn’t tie to revenue, customer acquisition, or the long-term health of your business, it’s a vanity project. We focus on the numbers that actually keep the lights on.
Who This Is For
This Lab is for marketers, founders, and operators who are tired of empty promises and trendy tactics. People who’d rather build something that lasts than chase what’s viral this week. The kind of person who reads the footnotes and wants to know why something works, not just that it works.
If that sounds like you, you’re in the right place.
One email a week. No hacks, no spam. Just lessons worth your time.
