<p> The holiday shipping cutoff doesn’t end the year. It flips the calendar into Q5 — the six-week window where intent spikes, CPMs collapse, and the best customer cohorts of the year are born.</p><p>In this episode of the Podcast, we break down why Q5 is the Super Bowl for health &amp; wellness brands and how operators should think about acquisition, offers, and retention heading into January.</p><p>Joining the conversation:</p><ul><li><p>Dean Brennan, CEO of Heart &amp; Soil</p></li><li><p>Dave Huffman, Co-Founder of Fifth Hammer</p></li></ul><p>Together, we unpack:</p><ul><li><p>Why Q5 is an identity-change moment and why that matters for conversion</p></li><li><p>The December 23 CPM floor and how media economics reset overnight</p></li><li><p>Volume vs. efficiency: when it makes sense to scale CAC in Q5</p></li><li><p>Community-led challenges vs. frictionless acquisition models</p></li><li><p>Why most growth comes from light buyers, not superfans</p></li><li><p>How January cohorts outperform the rest of the year in LTV</p></li><li><p>The “acquire + harvest” strategy that carries brands through all 12 months</p></li></ul><p>If you’re a founder or marketer in supplements, health, beauty, or subscription ecommerce, this episode is your reminder that the year isn’t won in Q4 — it’s won in Q5.</p><p><strong>Show Notes:</strong></p><ul><li><p>TaxCloud has you covered: <a href="https://taxcloud.com/thread/"><u>https://taxcloud.com/thread/</u></a></p></li><li><p>Explore the PROPHIT System: <a href="http://prophitsystem.com"><u>http://prophitsystem.com</u></a></p></li></ul><ul><li>The Ecommerce Playbook mailbag is open — email us at <a href="mailto:[email protected]"><u>[email protected]</u></a> to ask us any questions you might have</li></ul>