ORBIS™ Lifestyle

Co-Founder

I’m an Italian doctor turned DTC operator building in health & wellness.
Founder of ORBIS, a 7-figure supplement brand on the road to 8.

What I share:
• The REAL operator playbook - acquisition, retention, CAC/LTV, creative testing
• Discipline & rituals - karate, performance mindset, execution systems
• Founder diaries - wins, struggles, and the road to sustainable EBITDA growth

My angle is simple: I scale brands like a US founder, but with European insight.
No fluff. Just the numbers, frameworks, and lessons from the arena.

If you’re scaling in health & wellness CPG or building in DTC, let’s connect.

The slow season no one talks about

The past two weeks have been slow.

Not dramatic. Just... still.
Here’s what we’ve seen:

• 📉 A dip in subscriptions (Loop report was flat)

• ⚠️ Amazon sales dropped due to a listing error

• 🧊 Team energy low, we’ve all felt the drag
There was no single crisis.

But momentum stalled.
No matter how many dashboards we checked or Slack messages we sent…

It just wasn’t moving.
And the truth? It happens.
Not every slow period has a clear cause.

Some aren’t “learning moments.”

They’re just part of building; quiet, frustrating, and necessary.
This time, we didn’t rush to fix everything.

We let it be slow. Regrouped. Refocused.
🧠 Sometimes the real KPI is not panicking.
👉 How do you handle low-momentum weeks?

Pietro Pelizzari

Founder @ ORBIS (7-figure health & wellness brand) | Doctor turned DTC operator | Documenting the road to 8 figures

Cash flow and sustainability: what we’ve learned this year

For a long time, we chased one-time wins.

Big launch days. High ROAS weeks. Viral spikes.
But this year, it clicked:
Recurring revenue keeps you in business.

One-time customers don’t build sustainability, repeat ones do.
So we restructured how we think about cash flow:
• Every new customer is a starting point, not a finish line
• Subscriptions became our baseline strategy
• We review our Loop subscription data every 14 days - not just for churn, but for trends we can fix early
One small system that made a big difference?

📦 We added shipping confirmation + usage tips by email 3 days post-delivery.

It cut “Where’s my order?” tickets—and boosted refill rates.
🧠 Cash flow doesn’t come from complexity.

It comes from retention, clarity, and small systems that stack.
👉 What’s one quiet change you made this year that helped your cash flow?

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🧠 You don’t need more customers. You need better retention.

We were treating acquisition like a race.

More ads. More spend. More eyeballs.

But somewhere along the way, we asked:

What if GROWTH isn’t about MORE?

What if it’s about making the FIRST PURCHASE the beginning - not the end?

That shift changed everything.

👉 How do you measure retention today?

The hidden power of a retention specialist

Most brands obsess over CAC.

But if you want calm, compounding growth - retention is the engine.
That’s why a great retention specialist is one of the most important roles in our stack.
They don’t just send emails.

They build systems that:
• Turn first-time buyers into subscribers
• Spot churn before it happens
• Keep customers coming back because the product actually works
Recurring revenue doesn’t happen by accident.

It’s designed.
🧠 Retention isn’t reactive. It’s strategic infrastructure.
👉 Who owns retention in your business?

The day I said no to a trendy tactic

TikTok ads were everywhere.

Everyone was saying the same thing:

“If you’re not on TikTok, you’re missing out.”
But I said no.
Not because it can’t work

But because not every brand is built for every channel.
Instead, we doubled down on Meta.

Margins are thinner, but the product is moving faster than ever.
In a world chasing what's hot, focus still wins.
🧠 Not all “working” channels are the right ones for your business.

👉 What have you said no to lately?

When we do discount

We don’t discount for one-time purchases.

Even if the cart is big.
But we do reward people who stay.

Our subscribers get discounts because they’re the reason we’re still in business.
Recurring revenue is the spine of a sustainable brand.

And retention beats reaction.
🧠 Want to grow better?

Start with the people who are already with you.

👉 What’s your discount philosophy?

ChatGPT as a traffic channel? Here's what we’re seeing so far

35 sessions.

82.86% engagement rate.

$144.50 in revenue.
We’ve been quietly testing ChatGPT as a traffic source and it’s early, but the signals are promising.
📊 Engagement is high.

💬 Average time on site is strong.

🧾 Revenue is trickling in.
We didn’t expect massive scale.

But we did expect curiosity. And we’re getting it.
This isn't a campaign.

It’s an experiment about being early, staying open, and making structured content useful again.
🧠 Traffic will come from new places. But only if we look.

👉 Anyone else tracking ChatGPT as a source?

Our best-performing posts in August had one thing in common:
CLARITY.
Not punchlines. Not punchy buzzwords.

Just clear ideas, told honestly.
Turns out the same applies to product pages, emails, and even Amazon listings.

Simple > Clever.
🧠 If your offer doesn’t click in 3 seconds, it probably won’t convert.

Your marketing isn’t broken. your product might be.

We once blamed the channel.
We tweaked ads, reworked copy, tested audiences.

Still no results.

Then we changed the product
Cogniwit became Neurowit.
We improved the formula, added clarity, simplified the benefit.

And suddenly, it clicked:
🧠 Reorders went up
📝 Reviews improved
💰 CAC came down

It wasn’t the marketing.
It was the product.

👉 What did you fix before growth started?

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Recovering from the Amazon dip

A few weeks ago, our Amazon sales dipped.
Not because of demand.
But because of internal technical errors.

It was frustrating but...….

Now we’re seeing that upward curve again.
Not viral. Not flashy. But stable.

🧠 The lesson?
Resilience isn’t just about bouncing back fast.
It’s about doing the right thing without panicking.

👉 If you’ve ever recovered from a rough patch, I’d love to hear how you kept your head straight.

Our first Whop test

We just launched our first small-budget test on Whop.

It’s focused on UGC creators, posted inside relevant Reddit communities to see how it goes. No big expectations. No assumptions.

Just curiosity and iteration.
The goal?

To see what kind of interest we can generate and whether this could be a future channel.

Sometimes small experiments tell you everything.

👉 Have you tried Whop lately?

If you know of any EU-based UGC creators, you can send them our way!

The only two dashboards we check every 14 days

We don’t obsess over 20 dashboards.
Just two:

• Loop subscription performance
• Shopify sales breakdown
Every 14 days, we sit down and look:

→ Are we growing recurring revenue?

→ Are we keeping our subscribers happy?

→ Did Amazon + Shopify orders grow—or dip?
These reports don’t always scream good news.

But they ALWAYS tell us what to fix next.
The trick isn’t tracking more.

It’s reviewing the right ones, often enough to act, not panic.

🧠 Growth comes from spotting the signal early, not from staring at charts all day.

👉 What’s one dashboard that actually moves your business forward?

Does anyone here have a contact at Wise?
I’m looking to open a business account and would love to get in touch with the right person. 

Any introduction would be greatly appreciated 🙏

AOV up. MER up. But is it real?

MER 7.7x (+16%) and repeat AOV €89 (+3%).
Definitely an outlier, but the August tests are kicking in.
September will show if this is signal or noise.

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