Why I’m Celebrating a 30% Revenue Drop (and Why You Might Want to, Too)

Sometimes, the most powerful business lessons come from the numbers that don’t make the highlight reel.

Today, I’m pulling back the curtain on one of the most honest updates I’ve ever shared. Our revenue this year? It’s down by 30%.

But here’s the part that matters more — our profit is up.

And the best part? Seventy-five percent of that revenue drop was completely intentional.

We made strategic choices to simplify, scale back, and realign. Because while the internet might glorify constant growth, I’m learning that success isn’t just about bigger numbers — it’s about building something sustainable, aligned, and peaceful.

This is the story of how we intentionally downsized our top line to protect our long-term growth — and how you can do the same without fear of “falling behind.”

The Season I’m In: Trading Hustle for Health

This year has been a reminder that seasons change — in business and in life.

I’m in a chapter where time matters more than money. My girls just turned twelve, and we’re navigating middle school emotions, dance rehearsals, and big talks about phones and friendships.

On top of that, I’m adjusting to my own shifts — hello, perimenopause — and realizing that if I want my business to thrive, I have to be healthy, mentally, spiritually, and physically.

It’s been a season of recalibration. And while it hasn’t always been comfortable, it’s been deeply necessary.

And, because the universe loves a challenge, the same year I decided to simplify, the economy decided to make everything harder.

But here’s the truth: every challenge forced me to focus even more on what matters.

What We Changed (And Why It Worked)

We didn’t just talk about “working smarter.” We actually built it into the business model.

Here’s what that looked like in practice:

1. The Collective Co-Op: One Annual Launch

We used to launch the Co-Op twice a year. Now, we run it once annually, with structured sprints, accountability, and a dedicated celebration period afterward.

This change allows us (and our clients) to honor seasons — to work hard, rest intentionally, and come back recharged.

It’s not just a better experience; it’s a reflection of what we teach: build your business around your life, not the other way around.

2. Anti-Social School™: Now Evergreen (and More Accessible)

We shifted Anti-Social School™ from a live launch model to an evergreen program. That means clients can enroll anytime and get instant access to the systems that help them grow — without waiting for a launch window.

We also reduced the price point to make it more accessible while adding systems behind the scenes that allow for more personalized 1:1 support.

The result? A smoother experience for everyone and a model that doesn’t require me to be “on” 24/7.

3. The Crush the Rush Club: Simplified Growth

We paused active launches for the Club and focused on organic growth through email and our funnels.

Here’s what’s happened:

• We still welcome 7–10 new members every month (no paid ads).

• Our retention rate is 80% — meaning most members stay for a full year or longer.

It’s proof that consistency and community beat chaos and constant promotion.

So yes — our revenue is lower. But our operations are smoother, our systems are stronger, and our peace is intact.

And right now, that’s the real win.

The Real Win: Time Freedom (and a Sauna Story)

Let’s talk about the part that surprised me most: how freeing it feels to actually have time.

One of my favorite wins this year? We used business credit card points to buy a sauna.

Yes — an actual, infrared sauna, paid for entirely with points earned from running the business efficiently.

It sounds small, but that sauna represents margin.

Margin to rest.
Margin to think.
Margin to slow down and take care of myself.

Because this season isn’t about constant motion. It’s about learning how to lead differently — as a mom of preteens, a woman in her 40s, and a CEO in a world that changes faster than an Instagram algorithm.

Profit and simplification have given me something no launch ever could: the ability to make decisions from peace, not pressure.

Lesson #1: Redefine What Success Means

Here’s the truth I had to relearn:

Success is self-defined.

It’s not about the million-dollar headline or the flashy launch recap.

If I can pay myself, take my family on vacation, and be there to put my girls on the bus — that’s success.

And yes, I’ve had moments where I’ve felt behind. Because I’m not launching every other month. I’m not posting daily.

In fact, I’m currently on a posting break — because my brain needed quiet.

Instead of scrolling, I’ve been journaling more, walking more, and watching the leaves change.

And you know what? This so-called “slower” season has been smarter, steadier, and far more strategic.

Sometimes slowing down isn’t a setback — it’s a strategy.

Lesson #2: Profit Margin Matters More Than Revenue

Everyone loves to talk about revenue. Very few talk about profit margin.

Your profit margin is the percentage of profit you keep after expenses.

Here’s the simple formula:

Profit Margin = (Total Profit ÷ Total Income)

Our Q3 profit margin? 55%.

That means for every dollar we earned, we kept fifty-five cents.

For context:

• The average small business runs at a 10–20% margin.

• Service-based businesses often range from 20–40%.

• Online coaching and education typically average 25–50%.

So, a 55% margin isn’t just healthy — it’s proof that less hustle and more intentionality work.

Running lean means we spend on what matters:

• Team members who buy back time

• Learning communities that sharpen skills

• Tools that automate and simplify

Profit margin isn’t just a metric — it’s a mindset shift.

It’s the difference between chasing numbers and keeping what you earn.

Lesson #3: Build a Team That Supports, Not Stretches

We streamlined our team this year.

Every single role now fits into one of two categories:

1. Revenue-producing, or

2. Directly supporting me so I can focus on revenue-producing work.

That meant tightening responsibilities, outsourcing low-value tasks, and doubling down on what moves the needle — community, content, and creativity.

And here’s something I wish more women would normalize: asking for help.

Behind every “balanced” woman you see online is a network — whether that’s a spouse, a parent, a sitter, or a friend.

Last month, I was headed to a conference, and my husband had an open house. I called a friend and asked for help with the girls.

She said yes — and even brought Chick-fil-A on the way home so I didn’t have to cook.

That’s not just friendship. That’s infrastructure.

It’s community.
It’s support.
It’s sustainability.

You can’t build a business that thrives if you’re running on fumes.

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Lesson #4: Simplify Everything

This year was about stripping away the excess.

I invested only in what drives efficiency, clarity, and creativity:

• Team members who help things run smoother.

• A mastermind community to keep me accountable and inspired.

• A private AI community to continue refining our custom GPT systems.

Our average expenses run between $5K–$10K per month — nearly all of it reinvested into the business to save time, not burn it.

Because that’s what profit allows you to do:
Buy back time.
Invest in learning.
Build intentionally.

Simplifying doesn’t mean shrinking. It means focusing on what scales sustainably.

The Honest Truth

So yes — our revenue is down.

But our profit is up.
Our operations are leaner.
And I feel more aligned than ever.

I know who’s in my corner.
I know what’s worth my energy.
And I know we’re building something built to last.

If you’re in a season of transition — whether that’s motherhood, midlife, or a business model shift — let this be your reminder:

You can slow down and still succeed.
You can make less, but keep more.
You can build a business that supports your life — not runs it.

What’s Next: The Collective Co-Op Returns

If this kind of honest conversation feels like a breath of fresh air, you’ll love what’s next.

The Collective Co-Op reopens in November — our high-touch strategy program for women who want to scale with structure, not stress.

We’re hosting a free Open House soon so you can peek inside, meet the women in the room, and see if it’s the right fit for you.

👉 Grab your spot here.

Because you don’t need more information — you need strategy, systems, and a team that helps you build a business that fits your life.

This isn’t about chasing the biggest year.

It’s about building the right one.

And honestly? That feels really, really good.