No theory. No hype. The tactical playbook for what's working in DTC right now, from the operator running it.
Every Sunday, the tactics that are actually moving the needle for brands doing $5M to $1B+ in revenue. Specific names. Specific numbers. The playbook.
The 14-point PDP audit you can run against your site tonight.
The 90-day paid-upfront subscription math that cuts your payback from 8 months to 2.5.
The 5-step cancel-save ladder (skip before discount, every time).
Why named MD panels are beating celebrity endorsements on conversion.
The niches nobody owns yet in supplements, beauty, and men's health.
Post-purchase sequences that go 10 emails deep, not 3.
The welcome-offer architecture that feeds directly into subscription, not around it.
Weekly teardowns of real DTC funnels, with names and numbers attached.
The last six issues. Pick one that looks like the problem you're actually trying to solve.
The 7 things $100M+ supplement brands are doing in 2026 that almost nobody else is. Ad-to-LP congruency, 90-day subs, named MD panels, and four more.
Most brands don't have a conversion problem. They have a comprehension problem. Eight site sections every PDP needs and most skip.
How Comfrt runs 600,000 affiliates, pays $500/video to micro-creators, and acquires affiliates as a paid channel.
The pattern I see constantly: real social proof, great product, and the brand is completely stuck. The four moves that unstick it.
What The Absorption Company and Bioma get right that most DTC brands never figure out. Quiz funnels, trimester-aware PDPs, owned-domain advertorials.
Dylan Ander on GEO, parasite SEO, programmatic pages, and why being everywhere is now the whole game.
"I still learn something new from each of his emails."
Retail buyers at Target and Sephora. The operators running the brands you use every day. They all open this email on Sunday morning. So should you.
Nik is a walking encyclopedia of all things DTC. He will save you years of time you would have otherwise spent researching the right tools, building the right web strategy, and connecting with the right people.
As someone who writes email newsletters for a living, I am consistently impressed with Nik's weekly letters. They're concise, conversational, and incredibly informative.
I've known Nik for a while and I still learn something new from each of his emails. His expertise in the industry is unmatched.
I run a DTC consulting practice out of Manhattan. My clients include Harper Wilde, Love Wellness, Air Oasis, AquaTru, and Beekeeper's Naturals. Past and current brand relationships include Feastables, Parachute Home, David Protein, IM8 Health, Liquid IV, Jolie, SET Active, and Momentous.
I'm Chief Growth Officer at Lunar Solar Group (following the acquisition of my agency, Sharma Brands) and a Partner at Rolling Ventures, a boutique venture fund investing at the intersection of tech, consumer, entertainment, and culture.
I've been doing this for more than a decade. I've made every mistake in the category at least once. I write Limited Supply because what I learn helping brands grow is too useful to keep in a Slack channel. Every Sunday, one email. That's the deal.
Once a week. Every Sunday morning. Occasionally a Thursday podcast drop. That's it. No promo emails. No drip sequences. No upsells.
One click at the bottom of every email. If you unsubscribe, I won't email you again. I'd rather have 100,000 people who want to be there than 200,000 I'm forcing through a funnel.
You'll probably still get something out of it. A lot of the tactics apply to any subscription business, any consumer brand, any growth-stage company. If you're looking for B2B SaaS advice, there are better newsletters out there.
Founders, CMOs, operators, and investors inside DTC and consumer. If you're doing $5M to $500M in revenue, this is written directly for you. If you're earlier, you'll still get a lot out of it. If you're bigger, you'll use it to pattern-match against what smaller brands are figuring out first.
Yes. Scroll up to Recent Sundays. Pick one.
No plans to gate it. The free version is the whole product.
Yes. I write it. Nobody ghostwrites it. Occasionally I'll run a draft past my editor for typos, but the thinking, the structure, and the voice are all mine. If it sounds like me, it's because it is me.
Join 100,000+ founders, CMOs, and investors already reading Limited Supply. The next issue drops this Sunday morning.