$1M+ Per Day Selling Air Filters...?

This is the New Money Talks Newsletter, the newsletter packed with entrepreneurs' personal stories, financial tips, and more!

Don’t forget to subscribe to our YouTube channel :)

What would you do if your family business was failing and you had everything on the line?

That was the question David Heacock faced in 2012 when he took over his family’s industrial supply business.

The business, built in the 1950s, was struggling to keep up with modern demands.

At first, David felt lost, running operations on outdated systems and trying to manage products he knew nothing about.

But instead of giving up, David asked himself a bold question: What can I do with the infrastructure I already have?

The answer? Filters.

David realized air filters were an untapped market with incredible potential. Every building needs them, and no one was focusing on making them easy to buy or ship.

By pivoting into air filters and committing to fast, reliable fulfillment, David transformed his family’s failing business into FilterBuy, a thriving $100M DTC brand.

Here’s why FilterBuy succeeded:

• Pivot with purpose: David didn’t just sell air filters—he built a vertically integrated business to dominate the market. His focus on owning manufacturing and fulfillment gave him a competitive edge no one could replicate.

• Find the underserved market: While others chased trendy products, David leaned into a necessity that no one was serving well.

What can we learn from David?

• See opportunity in the overlooked: Air filters may not seem exciting, but they’re essential. Are you paying attention to the gaps in your market that others ignore?
  

• Own your process: By owning manufacturing and fulfillment, FilterBuy could deliver faster and better than competitors. Are there parts of your business you can take full control of?
  

• Don’t fear the pivot: David’s story shows that even a dying business can become a thriving one with the right strategy. Are you ready to adapt when the moment calls for it?

David’s story is packed with insights about resilience, pivoting, and building an unshakable competitive advantage.

Now if you want to hear David tell the story himself, and listen to him share even more lessons with you?

Click here to see the full podcast episode here!

If you read today's newsletter and enjoyed it even half as much as we enjoyed preparing it for you, we'd love for you to reply to it and give your feedback so we can keep improving them over time.

See you next week :)