Today we talked to Leo, who sold tens of millions of dollars online.

We're going to talk about some of his losses, like how his one $7 million a year brand went to zero, but also his victories, including how he had a super successful launch in a very competitive niche last year in 2025.

How cool is that?

Pretty cool, I think.

I'm Disney. How cool is that? Pretty cool, I think.

Hello, everybody, and welcome to another episode of the serious sellers podcast by Helium 10.

I am your host, Bradley Sutton, and this is the show.

That's a completely BS-free, organic conversation about serious strategies for serious sellers of any level in the

e-commerce world. And we've got somebody today that you might know as an expert, maybe a service

provider, a software creator, a guru, if you will. Some people don't like that word. But we're going to learn

about our guest today, Leo, from a different aspect. And that's as a brand owner, because that's what

we do here on the Serious Seller's podcast. Now, was we talk to brands. And the reason why Leo is so

successful doing those other things is because he has been a seller for years himself. So Leo,

excited to kind of like talk to you at a little bit

a different angle today. Thanks for having me today. Bradley, I appreciate it, as always. And

thanks everyone for tuning in. So happy to be here. Awesome. Awesome. Where were you born in race?

I was born in Italy, actually, and grew up there until when I was 23 years old.

23?

Yes. Wow. Did you go to university in Italy? I did, yes. I did go to university there. What did you study? Mechanical engineering. Oh, no wonder why you have a technical line. There you go. Exactly. I was being passionate about this. I think I said this story before, but when I was a kid, my parents gave me this radio as a gift, and I just took it apart.

My mom was so upset. I just wanted to understand what was inside the radio. I put it back together. It still works. But yeah, that's my kind of like inner curiosity, you know, about all this tech stuff. Did you ever work in that field, or is that the time when you graduated that you actually, you already moved out of the country? No, I know, you know, I did mechanical engineering because back in Italy, I think this still works today the same way, but teachers, like, they try to identify where you're good at, right? When you're like mid-school, like between 13 and like, uh, like 12 or 15. And so they ask you, hey, you know, what do you like to do? And at the time, I was really good with AutoCut. Do you know Autocut? Yeah. Yeah. And just like building stuff. And so they're like, oh, I think you, you'd be really good in the mechanical fields, and that would be a very good full-time

position for you. So they just project you into this full-time, 9-25 job. And so I went to this

school to learn that. But I think what I learned most was not actually after. It was during the

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