Acquisition.com Strategic Pivot

A story about how Leila and Alex Hormozi decided to start Acquisition.com immediately after selling Gym Launch.

"The day after we sold Gym Launch, we started Acquisition.com. It really started with asking ourselves 'What am I best in the world at? What is Alex best in the world at?'

We focused on two key things: First, what would be the ideal day-to-day for Alex to sustain so he wouldn't want to quit, and the same for me. Our philosophy was 'do things you like with people you like' - that's how you sustain performance.

We considered several ideas. We thought about going direct-to-consumer, maybe in beverages or food, given Alex's skill at generating demand and my ability to build teams. We also considered building a health business platform with AI integration for weight loss, but then we saw Ozempic coming.

But I kept coming back to Acquisition.com because I asked myself, 'Do I want to be in the fitness industry for the next 10 years?' The answer was no. Even though we'd probably get better returns staying in fitness since we were market leaders, the networking in private equity felt more appealing than networking in fitness. I wanted to be in a different industry to get around different people and acquire different skills.

We ultimately chose Acquisition.com because we looked at what kind of people we wanted to become, and what kind of business would allow us to become those people. The business became a vehicle for personal growth."