Tariff Survival Tactics — How to Protect Margins and Navigate U.S. Trade Policy with Luke Peters
Release Date: 07/03/2025
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From Wellness to Wholesale: How Ashlee Foy Grew a $15M Health Brand
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In this episode of the Eight Figure Product CEO Podcast, Luke Peters sits down with Ashlee Foy—co-founder of Renuology and a seasoned health entrepreneur. Starting out as a physician assistant with a passion for wellness, Ashlee bootstrapped her company into a $12–15M success. But the real story? Her bold pivot from DTC (direct-to-consumer) to wholesale distribution—one that transformed her business growth overnight. 💬 In this episode, you'll hear: 🟠 How Ashlee's background in medicine helped shape her product 🟠 Why she shifted away from DTC and how wholesale unlocked scale 🟠...
info_outlineIn this special episode recorded live with the International Housewares Association (IHA), business advisor and 20-year product industry veteran Luke Peters breaks down how U.S. importers can legally reduce tariffs and keep their profits intact—even with rising trade pressures.
Luke grew his own product company, NewAir, and exited to private equity in 2021. He’s been in the trenches dealing with global shipping, customs, and rising tariffs—and now helps other CEOs do the same.
In this session, you’ll learn:
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How companies are getting hit with 55%+ tariffs and what to do about it
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What the First Sale Rule really means—and how it can lower your tariff bill
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Why some importers are using DDP (Delivered Duty Paid) and what red flags to watch for
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How unbundling products and shipping in parts (instead of full sets) can save you money
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What tariff engineering is—and how small changes in product design can make a big difference
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Why getting a binding ruling from U.S. Customs can protect you and reduce risk
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When and how to move your supply chain to other countries like Vietnam, Mexico, or India
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Real examples from companies like SharkNinja, Yeti, and others that are already doing this
This episode is packed with clear, practical advice for importers, founders, and operations teams looking to stay competitive—without cutting corners.
You’ll also hear about:
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The risks of shady practices like false DDP deals or mislabeling products
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The role of brokers, legal help, and customs audits
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How to use tools and experts to check if you’re overpaying on tariffs
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What smaller companies can do to keep up with big brands who’ve already adapted
If your business imports products, sells on Amazon, or relies on global manufacturing—this is the deep dive you need to avoid losing margin in today’s trade environment.
Note: These are proven strategies, not legal advice. Always work with your broker or legal team to make sure everything is done right.