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Megan Smalley didn’t plan to build a powerhouse ecommerce brand. Scarlet & Gold started as a creative side project—until she got laid off.
Fast forward 12 years, and Scarlet & Gold is one of the only women-owned businesses licensed for NIL (Name, Image, and Likeness) merch on Shopify. This March, their Shopify sales are up 74.2% year-over-year—with over 53.6% of those sales tied to March Madness merchandise.
And here’s the kicker: 69.5% of their basketball sales come from just two NIL deals.
So how did she do it? What makes NIL merch so powerful? And what’s it really like running an ecommerce business that lives and dies by game-day hype?
That’s what we’re talking about today.
👉 Read more from Shopify’s newsroom: shopify.com/news/march-madness-entrepreneurs
Links & Resources🔗 Check out Scarlet & Gold → scarletandgoldshop.com
🔗 Need custom merch? → scarletandgoldcustom.com📌 Sponsors:
Zipify – Build high-converting sales funnelsCleverific – Smart order editing for ShopifyAddress Validator – Reduce delivery errors & costs🎧 Enjoyed this episode?
Subscribe & leave a review on Apple Podcasts, Spotify, or YouTube.💡 Want to grow your Shopify store? Work with Kurt:
Apply for a strategy session → ethercycle.com/applySee what we’ve built → ethercycle.com/workGet my best Shopify insights → kurtelster.com👥 Join Our Private Facebook Group:
Connect with other Shopify entrepreneurs → facebook.com/groups/UnofficialShopifyPodcastThis is a story about ecommerce, sports, and the weird world of NIL merch.
It’s about how one Shopify store turned athlete partnerships into real growth.
And it’s about what happens when you take a risk—and it actually works. -
Are you making one of these Shopify mistakes? If so, you’re losing sales. In this episode, The Unofficial Shopify Podcast host Kurt Elster teams up with Bold Commerce co-founder Jay Myers to reveal the top 10 mistakes that Shopify merchants make—some of which even big brands get wrong. From neglected checkouts to bloated main menus, they share simple, actionable fixes that can boost conversions and keep customers coming back.
What You’ll Learn:
The #1 checkout mistake that kills trust (and how to fix it in 60 seconds)Why most subscription models fail—and the secret to making them workThe overlooked product page changes that increase add-to-cart ratesWhy your main menu is confusing customers (and how to fix it)How to stop relying on paid ads and build a business that lastsLinks & Resources:
Bold Commerce – Shopify apps for subscriptions, upsells, and moreSubscription Death Curve – Jay Myers' SubSummit KeynoteShopify Markets – Sell globally from a single storeShopify Checkout Customization – How to brand your checkoutKlaviyo – Email & SMS marketing for e-commerceMaster & Dynamic – Premium headphones with long-form product pagesTimbuk2 – Example of great product pages for bagsTactical Baby Gear – Niche brand with strong storytellingClubhouse – Audio platform that rose to pandemic fame“Jobs to Be Done” (JTBD) – Product innovation concept by Clayton ChristensenSeth Godin’s Blog – Marketing insights from Seth GodinConnect with Kurt:
💬 Twitter: @kurtinc📩 Newsletter: kurtelster.com🚀 Work with Kurt: ethercycle.com/applySponsors:
📈 Zipify – Build high-converting sales funnels🔥 Cleverific – Smart order editing for Shopify📬 Viralsweep – Create sweepstakes, contests, and giveaways.🎧 Enjoyed this episode? Leave a review on iTunes—it helps more Shopify merchants find the show!
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Saknas det avsnitt?
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Imagine a world where your worst gas-related fears simply… disappear. No awkward moments, no subtle side-eye glances. Just peace, dignity, and activated carbon filters.
That’s the world Collin White and his father set out to create when they launched Tootles, a Shopify store selling flatulence-filtering underwear. At first, people laughed. But then, they listened. Because for people with digestive issues, this isn’t a joke—it’s a solution.
Today on The Unofficial Shopify Podcast, Collin joins Kurt to talk about building a business in a deeply niche market, convincing manufacturers that fart-proof underwear is, in fact, a real thing, and finding customers who need his product (but don’t necessarily want to talk about it).
In this episode:✔️ How Collin and his dad took Tootles from idea to reality
✔️ The science behind fart filtration (yes, it works)
✔️ Marketing a taboo product without making it a joke
✔️ How Tootles increases AOV with clever bundling
✔️ Why subscriptions aren’t always the answer for consumable productsFarts are funny. Business is serious. And somewhere in the middle, there’s a Shopify success story worth listening to.
Links & Resources🔗 Tootles Website: WearTootles.com
Sponsors
🔗 Kurt’s Shopify Agency: Ethercycle.com
🔗 Judge.me (Review App Used by Tootles): Judge.me🔗 Cleverific: cleverific.com/unofficial
🔗 Zipify: zipify.com/KURT
🔗 ViralSweep: apps.shopify.com/viralsweep -
"You start with ‘there’s no way this is me.’ Then you question everything. Then, eventually, you realize—this really could be me."
Ron Shah built Obvi into a $100M+ powerhouse, with $40M in top-line revenue in 2024. But not every business he touched turned to gold. Today, Ron gets brutally honest about two brands he started—Coffee Over Cardio and Paw Rangers—that didn’t go as planned.
This isn’t your typical success story. Ron shares:
Why success in one business doesn’t guarantee success in anotherThe emotional toll of failure and the ego traps that cost him moneyHow to know when to walk away, pivot, or double downWhat he’d do differently if he launched these brands todayMost founders only share their wins. Ron is sharing his losses. And why, in hindsight, they might be even more valuable.
Resources & LinksFollow Ron on Twitter: @obviceoCheck out Obvi: myobvi.comListen to Ron’s podcast, Chew On This: Listen herecoffeeovercardiopawrangers.comSponsorsCleverific: https://cleverific.com/unofficialZipify: http://zipify.com/KURTAddress Validator: https://www.addressvalidator.com/Work With KurtGrow your Shopify store with me: ethercycle.com/applyJoin my newsletter for Shopify insights: kurtelster.com📩 Enjoyed the episode? Leave a review and let us know what you think!
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“Rainier Watch started as me shouting into the void about whether the mountain was out. Now, it’s a brand in REI. Didn’t see that coming.”
David Lindahl started Rainier Watch as a simple Twitter account—just a guy posting updates on whether Mount Rainier was visible that day. No business plan, no grand vision. Just a love for the mountain.
But then people started following. They started asking for stickers. And suddenly, David found himself running an e-commerce brand. What began as a hobby turned into a business selling apparel, getting into retail stores like REI, and building a loyal community of outdoor enthusiasts.
This week, we follow David’s journey—from side project to full-time business. How he scaled his Shopify store, navigated wholesale partnerships, and made every mistake possible before finally getting it right. Along the way, we look at what happens when an entrepreneur outgrows their own operation, the challenges of building a brand rooted in a specific place, and what it really takes to turn a passion into a sustainable business.
Links🛍 Shop Rainier Watch: https://shop.rainierwatch.com/
Sponsors💡 Cleverific – Smart order editing for Shopify: https://cleverific.com/unofficial
Work with Kurt
🚀 Zipify – Optimize your Shopify store with Zipify: http://zipify.com/KURT
📍 Address Validator – Prevent shipping mistakes before they happen: https://www.addressvalidator.com/🔹 Grow your Shopify store with me: https://ethercycle.com/apply
📈 See our recent client successes: https://ethercycle.com/work -
In this episode of The Unofficial Shopify Podcast, Brynn Snyder, co-founder of Slate Flosser, shares how she and her dentist husband tackled one of the most overlooked aspects of health—flossing. Together, they reimagined oral care with a product that could prevent gum disease, heart issues, and more.
But flossing is just the beginning. This episode dives into their journey through a $194K Kickstarter campaign, battling knockoffs on Amazon, and scaling a Shopify store with sustainability and innovation at its core.
Brynn reveals the challenges and triumphs of creating a physical product, why subscription models are key to recurring revenue, and how staying passionate can make or break your business.
Flossing might not seem revolutionary—until you hear this story.
Show LinksSlate FlosserKickstarter CampaignSlate Flosser on AmazonSponsorsCleverific: https://cleverific.com/unofficialZipify: http://zipify.com/KURTAddress Validator: https://www.addressvalidator.com/Work with KurtGrow your Shopify store with me: https://ethercycle.com/applySee our recent client successes: https://ethercycle.com/work -
Building Frizz + Co: Haircare, Shopify, and Community
Daphné Eastmond ditched the CPA grind to create Frizz + Co, a brand that says screw the stigma and celebrates textured hair. From her raw startup struggles to her bold in-person events, Daphne shares how she’s making haircare personal—and real.
What You’ll Learn in This Episode:
Why Daphne left accounting to launch Frizz + Co.How her personal hair struggles inspired a hero product.The scrappy marketing tactics that worked (and the ones that didn’t).How in-person events became her secret growth weapon.Lessons from bootstrapping, product seeding, and building a Shopify brand.Links Mentioned:
Frizz + Co: https://frizzhair.coConnect with Daphne: Instagram @frizz.coSponsors:
Zipify: http://zipify.com/KURTCleverific: https://cleverific.com/unofficialBoost Filter & Search: https://apps.shopify.com/product-filter-searchCTA:
Subscribe for more Shopify insights and stories like this! [Insert subscription link] -
“Why not try it? Planet is low-risk, easy to configure, and can have a meaningful impact on your brand and the planet.”
Discover how Shopify Planet helps merchants make a positive environmental impact while boosting customer trust and conversions. David Vranicar, Shopify’s sustainability operations lead, explains how this innovative app enables carbon-neutral shipping with zero hassle. Learn how it works, why it benefits your business, and what it means for your customers.
Show Links
Shopify Planet: https://apps.shopify.com/planet
Reach out to the Planet team: planet [at] shopify.comSponsors:
Zipify: http://zipify.com/KURT
Cleverific: https://cleverific.com/unofficial
Boost Filter & Search: https://apps.shopify.com/product-filter-searchWork with Kurt:
Grow your Shopify store with me: https://ethercycle.com/applySee our recent client successes: https://ethercycle.com/workJoin my newsletter for Shopify insights: https://kurtelster.com/🎙️ The Unofficial Shopify Podcast – Your go-to resource for actionable ecommerce insights.
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What if your side hustle turned into an 8-figure brand selling out every week?
Also on YouTube: https://youtu.be/DxGxZ20rfQI
Montana Knife Company’s Brandon Horoho shares the journey from launching during COVID to building a global brand rooted in American manufacturing. Discover how MKC redefined success with transparency, customer engagement, and relentless marketing.
Episode Highlights:
Why MKC chose Shopify as their platform and how it drives their success.The secrets behind MKC’s 120+ consecutive weekly product sellouts.How owning your email list can outshine ad spend.Building a thriving direct-to-consumer brand in a competitive market.The challenges and rewards of investing in local manufacturing.What’s next for MKC: Pocket knives and a 50,000 sq. ft. facility.About Brandon Horoho:
Brandon Horoho is the co-founder and CMO of Montana Knife Company, an American-made knife brand that has taken the DTC world by storm. With weekly product drops and an obsessive focus on quality, MKC has grown from a garage startup to an 8-figure powerhouse in just four years.Show Links
Montana Knife Company: https://montanaknifecompany.com
Follow MKC on Instagram: https://www.instagram.com/montanaknifecompany
Work with Kurt: https://ethercycle.com/Sponsors:
Cleverific: https://cleverific.com/unofficial
Zipify: http://zipify.com/KURT
Address Validator: https://www.addressvalidator.com/Work with Kurt:
Grow your Shopify store with me: https://ethercycle.com/apply
See our recent client successes: https://ethercycle.com/work -
Devyn Merklin, former CMO of Livingood Daily, shares the raw truth behind scaling a supplement brand to $70M in annual revenue. From relentless testing to mastering Shopify funnels, Devyn provides a thoughtful analysis of the strategies that worked, the mistakes that taught valuable lessons, and how brands can apply these insights to their own growth journeys.
LinksPeople
Devyn MerklinDr. Blake LivingoodEzra FirestoneRandall PitchRussell BrunsonBrands
HooniganLivingood DailyOffsetSmart MarketerApps
PrintfulViralSweepTools
KajabiClickFunnelsServices
FlippaEmpire FlippersBuyBizSellThe XScaleSponsorsZipifyCleverificBoost Filter & SearchHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.Never miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletter -
“Look, if you redesign your grocery store and I can’t find the chicken or checkout clerk I like, I’m shopping somewhere else.”
How do you turn clicks into customers without falling for CRO myths? Oliver Kenyon, CEO of ConversionWise, exposes the lazy habits holding Shopify stores back and shares proven strategies to boost sales. It’s all about clarity, problem-solving, and delivering customer value—no gimmicks, just real results. This episode is packed with actionable insights to transform your Shopify store into a revenue machine.
LinksOliver Kenyon
Oliver's ConversionWise
Kurt Elster (Host)
SponsorsZipifyCleverificBoost Filter & SearchHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.Never miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletter -
"I wanted to create a product that could be the yoga pant for the foot."
Rob Fraser, former pro cyclist and the founder of Outway, believes socks should do more than cover your feet. Drawing from his background in sport, Fraser has crafted a brand that blends durability with everyday style. In this episode, he shares the unlikely story of how a thousand-dollar loan sparked a $10 million business, tapping into the potential of a $50 billion market. What follows is a lesson in resilience, as Fraser discusses growth, innovation, and the quest to make socks worthy of serious consumer loyalty.
Links:Rob Fraser – Founder of Outway, former pro cyclist and Canadian national team memberOutway – Rob Fraser's sock brandShopify – Platform Outway uses for their e-commerce siteShopify Bundles App – Used by Outway for product bundlingSponsorsZipifyCleverificOmnisendHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.Never miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletter -
Kevin Lavelle’s got a knack for big ideas and starting fresh. First, he took on menswear with Mizzen+Main, bringing performance fabric to dress shirts and making them a hit with pro athletes and office rebels alike. Now he’s back with something new—a baby monitor. Yep, from dress shirts to baby tech. In this episode, he breaks down the whole journey: the wild beginnings, early mistakes, and how he built a brand from scratch, twice. It’s a sharp take on the wins, the losses, and why some ideas just stick around until you finally make them happen.
Episode Highlights:
How Kevin’s “aha” moment led to Mizzen+Main’s success.The surprising lessons from scaling a DTC menswear brand.Transitioning from clothing to tech: Why Kevin started Harbor.Kevin’s experience with early product mistakes and customer trust.The power of influencer partnerships and wholesale growth.How a Tim Ferriss podcast ad skyrocketed Mizzen+Main’s sales.What it takes to launch a product parents trust with their kids.Mentioned in This EpisodeBrands & Businesses
Mizzen+MainHarborShopifySage 50 PeachtreeEpicor ERPHawk SearchFairePeople Mentioned
Tim FerrissJJ WattPhil MickelsonDamon JohnSimon SinekSponsors
ZipifyCleverificOmnisendHelp the ShowAsk a question in The Unofficial Shopify Podcast Facebook GroupSupport the show by leaving a review and subscribingWhat’s Kurt Up To?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your storeNever Miss an EpisodeSubscribe wherever you get your podcastsJoin Kurt's newsletter -
“We’re doing about 1,500 pairs a day… we’re gonna hit eight figures this year, probably next year for sure.”
You know that favorite pair of sunglasses you can’t throw away? Brandon Dill turned that frustration into an 8-figure business. He’s the founder of Fuse Lenses, a brand built on bringing those scratched shades back to life.
In this episode, we trace Brandon’s journey from side hustle to scaling a manufacturing business, built on curiosity, ingenuity, and a lot of hustle. But it’s not all smooth sailing—Brandon dives into the realities of cash flow struggles, seasonal peaks, and the surprising challenges of bootstrapping. And as his company grows, he reflects on what success truly means when passion becomes a job.
LinksFuse Lenses - Replacement lenses for name-brand sunglassesBrandon Dill - Founder, Fuse LensesTech Stack:
Shopify - E-commerce platformKlaviyo - Email marketing and SMS platformAttentive - SMS marketing platformOkendo - Reviews and ratings app for e-commerce storesSponsorsZipifyCleverificOmnisendHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.Never miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletter -
Tired of logging into five different portals just to make a return? Shopify says enough. Patrick Millegan joins Kurt Elster to talk about the new customer account extensions, designed to simplify logins, reduce support headaches, and make online shopping enjoyable again. It’s a step forward for UX that proves e-commerce should be easy for everyone.
LinksGet all the info on what's new: Shopify Editions Winter ’25
More people & links:
Patrick Millegan (Senior Product Lead, Shopify)Kurt Elster (Host, The Unofficial Shopify Podcast)Keap AthleticsCleverificShopify FlowSufioUproShop PayHydrogenSponsorsZipifyCleverificOmnisendHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.Never miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletter -
Mindset, AI, and ghost hunting— Smart Marketer Live wasn’t your typical marketing event. We break down the big ideas that got us thinking (and laughing) in Denver. You'll get an inside look at the conference, featuring attendee interviews that explore themes like artificial intelligence in business, strategic reinvestment, and the evolving role of mindset in small business success.
SponsorsZipifyCleverificOmnisendHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.Never miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletter -
Harshdeep Singh Hura didn’t just stumble into the Shopify partner community—he helped build it. In this episode, we meet the first-ever recipient of the Shopify Community Award, whose open-source projects now power nearly 8% of the app ecosystem.
Harshdeep shares his 10-year journey, from hacking together iOS apps as a teenager to leading a full-service Shopify agency, and ultimately shifting his focus to empowering developers and merchants alike. We delve into the art of app development—where solving real problems beats engineering perfection—and explore how community, open-source contributions, and a touch of humor shaped Harshdeep’s path. Along the way, we hear tales of triumph, a few bumps in the road, and why one app is designed to show clown emojis to would-be copycats.
Listen in for a conversation that goes beyond code to capture the heart of what it means to thrive in the Shopify ecosystem.
Linksharshdeephura.comSponsorsZipifyCleverificOmnisendNever miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletterHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store. -
What if you could boost your Shopify sales without relying on data or endless meetings? Oddit's unconventional approach has turned heads—stripping away feedback loops, simplifying designs, and focusing on clarity above all else. Oddit co-founder Shaun Brandt joins to share his experience delivering over 10,000 UX audits, helping brands increase conversions by fixing the basics.
🎯 Episode Highlights:
Why Oddit doesn’t rely on data for UX audits and what makes their approach work.The most common mistakes Shopify stores make with navigation and communication.How Shaun’s team has optimized over 10,000 stores using clear, actionable design improvements.Why simplifying the user experience drives more conversions.The anti-agency model Oddit uses and why it’s so effective.How Oddit helps brands increase conversions without endless meetings or feedback loops.The importance of clarity over cleverness in online store design.👤 About Shaun Brandt:
Show LinksOdditOddit's Free OfferSponsorsZipifyCleverificOmnisendNever miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletterHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.
Shaun Brandt is the co-founder of Oddit, a UX design firm known for its unique approach to conversion optimization. With over 10,000 audits under their belt, Oddit helps Shopify merchants strip away the fluff and focus on what really matters: clarity and user experience. Shaun’s team specializes in delivering high-value audits without the typical meetings and feedback loops, offering merchants clear, actionable improvements that drive results. -
“It’s truly magic. That’s the word I use internally to describe what we’re doing here.”
What if you could turn $800K into $26 million in just 18 months—using nothing but Facebook ads? That’s exactly what Depesh Mandalia did. In this episode, he breaks down how he went from figuring out Facebook ads the hard way to running an agency that’s managed over $100 million in client revenue. Depesh doesn’t hold back on the real wins, the messy failures, and the lessons learned from scaling campaigns that most of us can only dream about.
We dig into why creative is king, how to survive the iOS 14 apocalypse, and why scaling ads gets easier once you’ve cracked the code. Plus, there’s a surprising ad campaign involving a 1-star review that somehow… worked.
LinksSM Commerce – Depesh Mandalia’s digital marketing agency.Depesh Mandalia on LinkedIn – Connect with Depesh on LinkedIn.Brand-Driven Performance Marketing Method – Learn more about Depesh’s marketing approach.Lost My Name – The personalized children’s book company Depesh helped scale.Depesh’s Facebook Ads Scaling Guide – Get the inside scoop on scaling with Facebook ads.SponsorsZipifyCleverificOmnisendNever miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletterHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store. -
“Honestly, I think my best customers don’t even look at the discounts. They get the email, see the new pants, and just say, ‘I want them.’”
Black Friday: the annual marketing frenzy brands prep for all year. Kurt Elster sits down with Colby Kane of Aviator USA, who has a refreshingly different approach. No cringe sales gimmicks, just a smart, no-nonsense plan. Colby shares his early-access tactics, simple email flows, and why staying low-key can outperform loud, constant discounting. They dig into why subtle beats loud, how to run discounts without gutting brand value, and how a straightforward plan is the real power move. If you’re ready for a fresh, real-world approach to Black Friday, this episode’s your blueprint.
LinksKurt’s Black Friday Email Planning Google Sheet: A ready-to-use holiday email calendar templateColby Kane (Guest): Aviator USAKurt Elster (Host): EthercycleApps, Tools, and Services Mentioned:
GovX: Military and first responder discount verificationKlaviyo: Email marketing automationHappy Returns: Return management platformRedo (Return management with optional fee for package insurance)SponsorsZipifyCleverificOmnisendHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.Never miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletter - Visa fler
