Built to Sell Built to Buy

Sam Penny
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Built to Sell Built to Buy features the world’s leading business thinkers sharing how great companies are built, scaled, and valued. Hosted by entrepreneur and adventurer Sam Penny, each episode explores the systems, leadership, and mindset behind businesses that thrive without their founders. For those ready to think bigger, lead boldly, and build lasting enterprise value.

  1. APR 29

    How Hadri Jaffal Built Iron Body Fit Into 250 Studios Without Giving Away Equity

    Most founders build something that works. Very few build something that works without them. In this episode of Built to Sell Built to Buy, Sam Penny speaks with Hadri Jaffal, founder of Iron Body Fit, about how he scaled from one EMS fitness studio to around 250 locations across multiple countries, while keeping ownership of the business and avoiding the typical venture capital path. But this conversation is not really about fitness. It is about business architecture. Hadri shares how Iron Body Fit was built around a simple but powerful insight: many people want to take care of their body, but they are either too busy, too inconsistent, or too uncomfortable in traditional gyms. His answer was a fitness model designed for “lazy and busy people”, using EMS technology, trial sessions, word of mouth, franchise systems and a culture of continual improvement. Sam and Hadri unpack what really happens when a business scales quickly: the cash flow pressure, the hiring pressure, the importance of franchisee results, the challenge of protecting culture, and the moment a founder must stop being the centre of every decision. Hadri also explains why he gives executives full responsibility, why he hires for empathy over expertise, why some franchisees need to be removed to protect the wider community, and why simple systems like checklists and to-do lists can create enormous leverage. If you are a founder, franchise owner, business buyer, investor or operator, this episode will make you think differently about scale. Because growth is not just about opening more doors. It is about protecting what happens inside them. In This Episode You’ll learn: • Why Iron Body Fit was built for “lazy and busy” people • How Hadri copied, adapted and executed a model from Germany • Why trial sessions became the growth engine • How he scaled through franchisees without giving away equity • What breaks first when a business grows past 50 locations • Why cash flow and hiring are constant tensions in fast growth • How to document culture without creating a 500-page manual • Why Hadri gives executives 100% trust and responsibility • The five KPIs Iron Body Fit tracks every day • Why removing a successful but toxic franchisee can protect the whole network • How to build systems that reduce dependence on the founder • Why simple to-do lists still matter in a scaling company Guest Hadri Jaffal Founder, Iron Body Fit Email: jh@ironbodyfit.com Call to Action Learn more and connect with Sam: https://sampenny.com/hadri-jaffal

    42 min

  2. APR 22

    Why Your Ads Aren’t the Problem: Fixing the Real Growth Bottlenecks with Ivan Janku

    What actually breaks growth in a business? It is rarely just the ads. In this episode of Built to Sell | Built to Buy, Sam Penny sits down with Ivan Janku, founder of Digital Rocket Ads, to unpack what really sits behind profitable growth in 2026. Ivan has helped generate more than $250 million in client revenue, building his agency from a solo freelance operation in Serbia into a global growth business with a reputation for no-nonsense execution. This conversation goes deep into the hidden leaks most founders never see. Ivan explains why so many businesses blame traffic when the real issue is the website, the customer journey, broken tracking, weak offers, or systems that do not work together. He shares how his team audits businesses, prioritises fixes, and builds what he calls a more cohesive growth engine rather than just running platform-based marketing.  Sam and Ivan also explore what has changed in digital marketing, including Meta’s Andromeda, AI-assisted creative production, attribution challenges in a post-iOS world, and why so many founders are still making decisions from inside the business rather than through the eyes of the buyer. Ivan’s central message is clear: stop guessing, stop hiding behind vanity metrics, and start fixing the leaky bucket. You will hear real examples from the trenches, including a fashion brand whose growth was being crushed by a cart bug, enterprise clients wasting huge ad budgets with poor reporting, and the dangerous habit of founders relying on agencies without understanding the full system behind performance. This episode is for business owners, marketers, and operators who want to scale without chaos and build something more valuable, more saleable, and far more robust. In this episode:  How Ivan built Digital Rocket Ads from Serbia into a global agency  Why most businesses have a “leaky bucket” long before ads are the issue  The biggest blind spots founders have in their customer journey  Why audits should come before ad spend  The website and mobile performance mistakes crushing conversions  What Andromeda changes inside Meta advertising  Why attribution is harder than ever and what to track instead  The role of AI in creative, copy, and campaign production  Why systems beat rock stars when building a scalable agency  The mindset shifts required as a founder grows from solo operator to leader Key takeaway If your growth feels stuck, the answer is probably not “more ads”. It is more likely better systems, better buyer understanding, cleaner tracking, stronger offers, and the discipline to fix what is broken before pouring fuel on it. Connect with Ivan Janku Digital Rocket AdsLinkedIn: Ivan Janku / eCommerce Megalomania Read the companion article: sampenny.com/ivan-janku

    39 min

  3. APR 8

    She Built It. Sold It. Then Bought Back Into Chaos | Gabby Montagnese

    What happens after you sell the business that defined you? In this episode of Built to Sell | Built to Buy, Sam Penny sits down with Gabby Montagnese — the founder behind New Age Caravans — to unpack one of the most compelling comeback stories in Australian manufacturing. Gabby scaled New Age into one of the country’s top RV brands before bringing in Walkinshaw and ultimately exiting. But what followed wasn’t the typical “ride off into the sunset” moment. Instead, she stepped back into the arena. This time, acquiring Bruder — a premium, highly innovative caravan brand that, depending on who you ask, was either under pressure… or massively misunderstood. This is a raw, honest conversation about:  what really happens when you lose control of your business  the emotional and strategic reality of exiting  and what it takes to come back and buy again 🔑 What You’ll Learn  Why Gabby brought in Walkinshaw — and what didn’t go to plan  The moment she realised: “This doesn’t feel like mine anymore” The biggest mistakes she made during her exit (and what she’d do differently)  What really happens to your identity after you sell  Why most founders underestimate partnerships  What was actually going on inside Bruder before the acquisition  How she structured and executed the deal in just a few months  The difference between building vs buying a business  Why her definition of success has completely changed 🚐 The Bruder Acquisition — What’s Really Going On From the outside, Bruder looked like it was under pressure. Gabby addresses it directly:  High-cost products ($300K–$500K range)  Cash flow strain  Overextension across multiple priorities Her perspective? 👉 The product was world-class👉 The business needed operational and financial support This wasn’t just an acquisition. It was a strategic intervention. 🧠 Founder Insight One of the most powerful moments in the episode: “I wouldn’t have exited… I would have done the deal differently.” And this: “You think people are there for you… but sometimes they’re there for what you have.” This episode is as much about self-awareness as it is about business. 🔥 Key Takeaway Before you bring in capital… Before you sell… Before you buy… 👉 Get clear on your “why” Because if that’s unclear, everything that follows will be too. 🌍 Links & Resources  Full blog breakdown: 👉 https://sampenny.com/gabby-montagnese Bruder RV: 👉 https://bruderrv.com Destination Unknown Group: 👉 https://destinationunknowngroup.com Frank Montagnese Foundation: 👉 https://frankmontagnesefoundation.com🎧 About the Show Built to Sell | Built to Buy is for founders who want to scale with purpose, maximise valuation, and make smarter decisions — whether they’re building, exiting, or acquiring. Hosted by Sam Penny.

    54 min

  4. APR 1

    How Divorce Destroys Business Value (And What Smart Founders Do to Protect It)

    Most founders spend years obsessing over growth, valuation, and exit strategy. But there’s one risk almost nobody plans for — and it quietly destroys businesses, derails deals, and wipes out hundreds of thousands in value: Divorce. In this episode of Built to Sell | Built to Buy, Sam Penny sits down with forensic accountant, CPA, and valuation expert Ryan Finley to unpack what really happens when personal life collides with enterprise value. This is not a conversation about relationships. This is about risk, structure, valuation, and protecting your business when life doesn’t go to plan. 🎧 What You’ll Learn in This Episode  Why divorce is one of the most underestimated risks to business continuity How founders unintentionally destroy valuation during separation The hidden ways business owners try to manipulate financials (and why it backfires)  What buyers and investors look for when divorce risk shows up in due diligence  Why most divorces wipe out $100K–$300K+ in value through delays and legal costs  The difference between personal goodwill vs enterprise goodwill How to structure your business to protect ownership, valuation, and deal readiness Why “keeping the business separate” is often a dangerous illusion  The critical role of trust, transparency, and early valuation⚠️ The Reality Most Founders Ignore  Divorce is a major distraction that directly impacts business performance  Emotional decision-making leads to bad commercial outcomes Legal battles shrink the asset pool you’re trying to divide  Attempts to hide revenue, inflate expenses, or defer income almost always get uncovered  The business itself becomes a shared marital asset in most casesAs Ryan explains, many founders don’t lose value because of bad strategy — they lose it because of unplanned life events and structural blind spots. 🧠 Key Takeaways Build your business as if you’ll exit — even if you never do Reduce key person risk to protect continuity  Get an independent valuation early (before major life events)  Separate emotion from decision-making wherever possible  Structure ownership and assets with clarity and foresight Transparency often leads to faster, cheaper, and better outcomes🔍 Who This Episode Is For  Business owners and founders  Buyers and investors conducting due diligence  Entrepreneurs planning an exit  Advisors, accountants, and M&A professionals  Anyone serious about building a durable, transferable business📌 Memorable Moment “The business needs to survive the divorce… but most owners lose focus, and that’s where value starts leaking.” 🌐 Connect with Ryan Finley  Website: https://www.freedomfsg.com Email: ryan@freedomfsg.comFor the indepth article, head to https://sampenny.com/blogs/the-bravery-digest-fast-decisions/divorce-destroys-business-value 🎙️ About the Show Built to Sell | Built to Buy is where founders, investors, and advisors learn how to build, buy, and scale businesses that are valuable, transferable, and resilient. Hosted by Sam Penny. 🚀 Final Thought Most founders plan for growth. Some plan for exit. Almost none plan for disruption. The ones who do… build businesses that survive it.

    40 min

  5. MAR 18

    How to Launch, Scale & Profit from an App in 2026 (Before Everyone Else Does) | Jonathan Maxim

    How to Launch, Scale & Profit from an App in 2026 (Before Everyone Else Does) | Jonathan Maxim Alternatives: The Fast Founder Playbook: From Idea to 10,000 Users (and Profit)Why Most Startups Fail (And How to Actually Build a Profitable App)From 0 to 10,000 Users: The Viral Growth Blueprint Every Founder NeedsStop Building, Start Launching: The 2026 Startup PlaybookThe Truth About Virality, Monetisation & Startup Growth in 2026🚀 Show Notes (SEO-Optimised) If you’re a founder sitting on an idea… this episode might be the wake-up call you’ve been waiting for. In this episode of Built to Sell | Built to Buy, Sam Penny sits down with Jonathan Maxim — the founder behind multiple viral apps, millions of downloads, and a proven system for getting startups from zero to 10,000 users fast. This isn’t theory. This is the real playbook behind apps that scale. From early mistakes that killed a promising startup… to the frameworks now used to build profitable, scalable products — this conversation breaks down exactly what it takes to win in 2026’s “fast founder” era. 💡 What You’ll Learn in This Episode Why “build it and they will come” is the biggest lie in startupsThe exact framework to take users from first click to paid customer in under 30 secondsHow to validate your idea with just $1,000 in ads (before wasting months building)The difference between virality that looks good… and virality that actually makes moneyWhy most founders fail to monetise — even with tens of thousands of usersThe 10,000 user rule for knowing whether your startup will succeed or dieHow to structure referral loops that turn 1 customer into 4Why onboarding is silently killing 80% of your conversionsThe real metrics that matter: CAC, LTV, churn, and profitabilityHow to use AI without creating bland, forgettable content⚡ Key Takeaways 1. Profit beats hype — every time Vanity metrics don’t build businesses. If it’s not generating revenue, it’s not working. 2. Speed is nothing without focus Running fast in the wrong direction is how most startups fail. Channel energy into one core problem. 3. Virality must be engineered It’s not luck. It’s systems, incentives, and “forcing functions” built into the product. 4. Your onboarding is your first sale Most apps lose 80% of users before they even start. Fix that, and everything changes. 5. The market tells you everything Customer feedback, reviews, and behaviour will always beat your assumptions. 🧠 The 2026 Founder Reality We’ve entered the era of the “fast founder.” Apps can be built in a dayAI has removed technical barriersCompetition is explodingBut here’s the twist: 👉 Building is easy. Launching is hard. Scaling profitably is everything. As Jonathan puts it: “They’re not going to come. You have to tell them.” 📈 Framework: From Idea → Profit Jonathan’s proven roadmap: Product – Solve a real problemMarketing – Identify your ideal customerSales – Convert early users into revenueVirality – Scale through referral systemsCapital – Raise only when profitableSkip steps… and the whole thing collapses. 🎯 Who This Episode Is For Founders building (or thinking about building) an appEntrepreneurs stuck in “idea mode”Startup teams struggling with growth or tractionAnyone who wants to turn momentum into money🔗 Connect with Jonathan Maxim Instagram: @itsjmaximCompany: @viralapplaunchFree roadmap: DM “Penny” to access his app growth framework🎙 Final Thought 2026 isn’t waiting. You’ve got the tools. You’ve got the access. You’ve got the opportunity. The only question left: 👉 Are you building something… or just thinking about it? Hit me up at sampenny.com/chat

    59 min

  6. MAR 11

    Beyond the Best-Kept Secret: Why Storytelling is Business Infrastructure

    What separates a business that quietly exists from one that becomes a category leader? According to filmmaker-turned-brand strategist Jake Isham, the difference is storytelling - not as marketing "garnish," but as foundational infrastructure. In this episode of Built to Sell | Built to Buy, Sam Penny and Jake Isham (who has generated billions of views for challenger brands) unpack why expertise alone isn't enough to build a scalable, transferable asset. If you are a founder who feels "invisible" despite your results, this conversation is your roadmap to authority. The "Slaying Dragons" Framework Jake argues that the most powerful stories aren't about being perfect; they are about the obstacles you've overcome. The Hero’s Journey: Great authority is built by "slaying dragons"—the failures and challenges that prove you've walked the walk.Vulnerability as Trust: Sharing moments where you almost lost (or did lose) is what makes your solution real to an audience.The Villain Factor: Every great franchise (Star Wars, Harry Potter, Lord of the Rings) relies on a big villain to make the hero's expertise matter.Expertise vs. Authority: The Missing Link Many founders are brilliant at their craft but invisible to the market because they treat these as the same thing. Two Different Skills: Running a business and creating content are distinct skill sets.The "Cringe" Barrier: Even trained performers feel awkward on camera initially; "everything you want is on the other side of that cringe".The Gym Analogy: Content creation is a muscle. You don't get fit by going once; you get fit through the repetition of showing up consistently.Practical Tactics for "Content CEOs" Jake breaks down how to stop overthinking and start producing: The "Obvious" Strategy: Don't look for complex ideas. Make videos answering the most common questions from your sales calls.Structure Over Production: A "hook" (the first 3 seconds) is more important than cinema-grade editing.The $200 Authority Kit: If you’re going to buy gear, skip the camera. Use your phone and invest in a $100 light and a $100 microphone.The 7-Day System: Jake recommends a simple rhythm: 1 day for ideas, 1 for prep, 1 for shooting, 2 for editing, 1 for distribution, and 1 for analytics."The bigger the dragons you’ve slayed, the more credibility you have when you tell the story." Connect with Jake Isham LinkedIn: Jake Isham Instagram: @jakecapturedthis About the Podcast Built to Sell Built to Buy explores the mechanics of building valuable, transferable companies. Hosted by Sam Penny, the show sits at the intersection of strategy and enterprise value.

    48 min

  7. MAR 4

    Beyond Hyper-Growth: Scaling Culture and Accountability with Mindspace’s Mark Goldfinger

    What happens when you trade the "work hard, party hard" hyper-growth of WeWork for a more deliberate, design-led, and deeply human approach to scaling? In this episode, Sam Penny sits down with Mark Goldfinger, the General Manager and Head of North America at Mindspace, to discuss the craft of building culture at scale.  From opening global markets during WeWork's meteoric rise to redefining boutique hospitality in the flexible workspace industry, Mark shares firsthand lessons on leadership, accountability, and why "no one is bigger than the business."  Key Highlights The WeWork Classroom: Mark discusses his journey as one of WeWork's first 300 employees, leading international expansion across Europe and Asia, and the struggles of maintaining engagement during rapid growth. Deliberate Scaling: The Mindspace "micro-hyper-growth" strategy: Scale, check-in, adjust, and level up the foundation before the next leap. Culture as the Product: How Mindspace operationalizes "white glove" hospitality, ensuring community associates know every member’s name and business needs. The Human Side of Leadership: Why leadership isn't about authority, but about holding yourself accountable for the team’s failures while giving them the credit for success. The Future of Work: Navigating hybrid work trends and leveraging AI to improve efficiency without losing the essential "human touch." Mark’s Leadership Principles Principle | DescriptionExtreme Ownership | Inspired by Navy SEALs, the belief that the "buck stops with the leader" regarding any team failure. Hire Smarter | Never be afraid to hire people more talented than yourself to push the business further. Life is Not a Dress Rehearsal | A personal mantra inherited from Mark’s father: live each day to its fullest. The Skyscraper Rule | It’s not about which building gets to 100 stories first; it’s about which one is still standing 100 years later.  The "Mindspace" Philosophy "If our members walk out of the door every night and they say, 'Hey, have a good night, Sam, see you in the morning,' you just feel a little bit better about yourself... they’re gonna want to be in this space." Connect with Mark Goldfinger LinkedIn: Mark B. Goldfinger Website: Mindspace.me Email: mark.g@mindspace.me

    49 min

  8. FEB 18

    Never Sit in the Lobby: Mastering the Art of High-Stakes Sales with Glenn Poulos

    In this episode of Built to Sell, Built to Buy, host Sam Penny sits down with Glenn Poulos, a sales powerhouse with nearly 40 years of experience. Glenn shares his journey from being a "failed civil servant" to building and selling two successful companies: MMWave Technologies and Gap Wireless He is the author of Never Sit in the Lobby, a practical field manual containing 57 hard-earned lessons on how to build deeper customer relationships and close bigger deals. Key Takeaways: Sales Lessons from the Field Glenn’s philosophy revolves around being a "pleasure to do business with" while maintaining the resilience to lead the sale. Never Sit in the Lobby: Avoid sitting down while waiting for a client. Standing ensures you are not distracted by your phone and are "at attention" when the client arrives.Something in Your Hand, Something in Your Mind: Never show up empty-handed. Always have a physical item (like a quote or literature) and a specific, valuable insight or topic to discuss.The "Mini Tour" Strategy: Always ask for a quick look around the customer's facility. This allows you to see how your product will be used and identify what competitors are already in play "behind the veil".Freedom Begins with "No": A "No" is a full sentence. Being willing to say "no" to unreasonable discounts or demands keeps the stress on the negotiation rather than on your own workload.Thank God It’s Broken: When a product fails, it is the best opportunity to build a lifelong relationship. Providing over-the-top support during a crisis proves you care more than a salesperson who just disappears after the check clears.Building for the Exit Glenn discusses the transition from a commission-based sales rep to a business owner, emphasizing the "cheat code" of leveraging a team. The "Swiss Watch" Business: For his 2022 exit, Glenn built Gap Wireless to run like a precision instrument with clearly defined systems and processes.The Multiplier Paradox: While a perfectly run business is attractive, Glenn notes that private equity buyers sometimes pay higher multiples for businesses with "rough edges" that they can easily polish for a quick increase in value.Structure First, People Second: Following the EOS (Entrepreneurial Operating System), Glenn advocates for building the necessary business structure first and then finding the right person for each specific "seat".The "Master" Golden Rule "You only get forever to make another impression." Glenn challenges the old saying about "first impressions". In business, every single interaction - at a trade show, in the office, or with the boss - is a deliberate chance to curate your career like a museum. Trade Show Excellence: Don't sit down or hide on your phone; pull customers into the booth and seek out product managers for career "cheat codes".The Warehouse to CEO Path: You can rise through any organization by outperforming and out-impressing those around you at every turn.Links & Resources Glenn’s Website: glennpoulos.com Connect on LinkedIn: Glenn Poulos Book: Never Sit in the Lobby

    57 min
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Built to Sell Built to Buy features the world’s leading business thinkers sharing how great companies are built, scaled, and valued. Hosted by entrepreneur and adventurer Sam Penny, each episode explores the systems, leadership, and mindset behind businesses that thrive without their founders. For those ready to think bigger, lead boldly, and build lasting enterprise value.

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