SKU-Level Unit Economics Audit

Kareem outlines building SKU-by-SKU economics to find true CAC ceilings and reallocate marketing spend.

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Episode notes

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Kareem Raslan (co-founder of BrainGain) breaks down how a “25 dumbbells in a garage” COVID side-hustle turned into a home gym brand with 100,000+ customers across 30 countries. We talk heavy-product logistics, why “just run Meta” isn’t the whole story, and what it really takes to expand across Europe without margin leakage.

For DTC operators selling high-AOV, physical products who want to expand beyond one market without getting crushed by fulfillment and localization.

In this episode, we cover:

Why BrainGain skipped dropshipping and went product-in-hand from day one
The Europe expansion reality: VAT, language, regulations, and market-by-market nuance
Why Germany can be the “logical” move… and still the hardest operationally
Their channel strategy today: ~50% Amazon / ~50% Shopify, with Google doing the heavy lifting
How YouTube affiliates drive trust for high-consideration purchases

Who this is for:

Founders and marketers selling heavy, high-AOV products (fitness, home goods, equipment) who need a real playbook for scaling across regions.

What to steal:

Build SKU-by-SKU unit economics so you know your true ceiling CAC (by market + channel)
Use YouTube affiliates for “proof” when the purchase isn’t impulsive
Audit 3PL invoices line-by-line (surcharges hide everywhere)

Timestamps

0:00 BrainGain’s growth from garage sales to 100,000 customers

2:00 How BrainGain started during COVID with Facebook Marketplace sales

5:00 Post-lockdown demand, competing in “big and heavy” products

7:00 Switching to Shopify and Amazon, building the brand online

14:40 Expanding across Europe: VAT, regulations, and localization realities

22:00 Channel mix breakdown: Amazon vs Shopify, Google vs Meta

24:00 Why BrainGain is saying no to TikTok influencers and leaning into YouTube affiliates

27:30 Picking the right 3PL in Europe and avoiding hidden surcharges

31:00 Fulfillment cost levers: packaging thresholds, pallet rules, invoice audits

34:10 SKU-level unit economics audit and setting a real CAC ceiling

37:20 Pricing strategy: Shopify vs Amazon and controlling channel mix