The owner of media buying holding LEGENDS, Rostyslav Potapenko, announced the closure of the NUTRA vertical and the write-off of losses after an unsuccessful attempt to restore the business line to stable profitability.
The team launched the vertical in November 2024 together with an experienced media buyer. The project showed rapid growth from the start: already in the first month, it generated around $15K in net profit, while in spring and summer 2025 the team reached approximately $500K in revenue with an ROI of 30-40%.
However, in the autumn, the key winning funnel lost its effectiveness, after which the team began searching for new profitable approaches. Despite testing Facebook campaigns, launching a Google direction, and consulting with other market players, the team was unable to return to previous performance levels.
LEGENDS emphasized that the decision to shut down the vertical was not related to team layoffs – most employees will remain within the holding and will move to other business units, including iGaming divisions.
“Business is not only about success stories. Sometimes one honestly analyzed mistake can provide more value than ten posts about victories,” said the company’s owner, adding that he plans to share a detailed breakdown of the key mistakes and lessons learned from this case.
