Daily Brief — Saturday, April 25, 2026

Today's Read

The State of Play

Friday closed at $131,306 in revenue across 2,412 orders — a clean weekday print. April is tracking $4.17M MTD, and the year is on a $62M annualized pace. It's Saturday — surf is fair, the Big Stick Log Jam is happening at Pleasure Point, and your team is rallying around the Aidan-as-face-of-MUD\WTR organic social idea. Eat well, move, be present with Lion and Eliza. Monday will keep.

Morning Context

Outside Your Window

Weather · Capitola

55°F

Overcast · H 56° / L 52°
Sunrise 6:20 · Sunset 7:51

Surf · Pleasure Point

2-3 ft

FAIR · 1.9ft @13s SSW + 2.4ft @8s WNW
Wind 2kts WSW · Tide dropping to -0.0ft @12:47p

Must-Read Article

MIT Sloan Management Review

How AI Helps the Best and Hurts the Rest

A field experiment with hundreds of small business owners found AI access boosted revenues and profits by 15% for high performers — but caused a nearly 10% decline for those already struggling. Implications for how you deploy AI across the team.

This Week's Calendar

Calendar permission not granted this run — connect Google Calendar in Claude to see this week's events here. (Next: confirm Saturday plans, Big Stick Log Jam at Pleasure Point April 25-26.)

While You Were Off

What You Missed

Important Email

LegalZoom · Compliance Action

Three California compliance filings due May 15 — One percent for the mind inc.

Form 199, Form 199N (e-Postcard), and Form 109 (unrelated business income) are all due May 15 for your nonprofit. Forms 199 and 109 are gross-receipts gated; the e-Postcard is the small-org version. 21-day window — confirm your accountant is on it or schedule with LegalZoom.

Don R · Brand IP FYI

Follow-up on yoffee.com domain inquiry

Don is following up after a previous outreach — has had inquiries on yoffee.com and is checking if it's relevant for MUD\WTR before moving forward elsewhere. Low urgency. A quick "no thanks" closes the loop, or pass to Allie/Colleen if it's worth a domain conversation.

Alaska Airlines FYI

Costa Rica trip · check-in + receipt

Trip to Liberia, Costa Rica is locked. Check-in confirmation came through this morning along with the receipt. Pack light, soak it up.

Fortis · Alex Voiles + Clayton FYI

PO2198 packaging proof — bottom gusset spec confirmed

Clayton confirmed the bottom gusset is 3.25" (PO incorrectly listed 2.75"). Fortis is finalizing color match and approval flowing through KalaPortal. No action needed from you — Clayton has it.

Slack · Billing FYI

Slack workspace headcount changed — $18.35 prorated credit

Workspace gained an active member; Slack added a $18.35 prorated credit to the balance. Just a heads-up that team is growing.

Fathom Recaps

Megan / Shane · April 23

Strawberry Matcha email campaign vs. PSL launch

You analyzed Strawberry Matcha email performance against the Pumpkin Spice Latte launch — Strawberry Matcha hit $28K revenue. Discussion on what's translating from PSL learnings and what to refine for the next seasonal drop.

Lee Povey (Cycling) · April 22

Cycling physics + personal updates

Informal chat with Lee on cycling — key takeaway around longer cranks: a common misconception is they increase torque; in reality they lower the effective lever. Personal catch-up alongside the technical talk.

Slack Highlights · Last 24h

Emma Nelson · #2024leadership · Apr 16

Pushing the "Aidan as face of MUD\WTR" idea forward — pitching it as "Aidan, 21, first real job, mission to make MUD\WTR go viral, doing it with this guy (Shane), 20 colleagues, millions of consumers — follow along." Strong Gen-Z play, ties into TikTok launch.

Jeff Howard · #2024leadership · Apr 16

On the Aidan-as-face plan: loves it for Gen-Z relatability but flagged that being too transparent about the audience target hands competitors the playbook. Smart way to tell the journey story without tipping the hand.

Britney Haddad · DM · Apr 16

Wants to do an insights overhaul over the next few months — tidy surveys, build an insights bot, generate stats for the site (e.g. "89% felt more energy"). Has it mapped in a Notion doc and wants your feedback before kicking off.

Hillary Diebold · #announcements · Apr 14

Heads up: Allie Wyckoff is transitioning out as your virtual EA. Colleen Harrison is taking over and is already in the handoff. New email: Colleen.Harrison@mudwtr.com — direct calendar requests there going forward.

Shane To-Do · Notion

Doing

Final Purpose ScriptDoing Write AI ScriptDoing Make Sophia AdDoing Final Brand FrameworkDoing

This Week

Plan AI SessionsThis Week Growth ThoughtsThis Week Ecommerce Deep DiveThis Week Growth QuestionsThis Week

MUD\WTR

The Business

Yesterday · Friday

$131,306

2,412 orders

April · MTD

$4.17M

25 days in

YTD · Annualized

$62.2M

$19.61M YTD · 115 days

Jan 2026$4,916,507

Feb 2026$4,855,705

Mar 2026$5,665,982

Apr 2026 · MTD$4,168,449

→ Open Omni workbook

Personal

Personal Finances

Schwab Checking

$27,311

Operating cash

Chase Card

$8,878

Owed · limit $26,200

AMEX Platinum

$5,091

Owed

Friday, April 24

Payee	Amount
O'Neill Surf Shop	$175.28
Amazon	$57.81
CVS	$47.11
Shane Rogers (Girl Dinner)	$45.00
Amazon	$37.62
CVS	$18.02
U.S. Post Office	$12.44
Amazon	$7.99

Total · 8 transactions$401.27

Thursday, April 23

Payee	Amount
Quince	$240.66
Tesla Insurance	$235.11
Biotic Aid	$97.94
Tiffany's Nails	$40.00

Total · 4 transactions$613.71