On The Profit, investor Marcus Lemonis travels to Chicago to meet Chris, Tony and Jess, the three owners of the snowboard shop Windward Boardshop. They bought the store in 2010 from one of the original owners, Jackie Butzen. Under the new business leadership, Windward Boardshop went from making $81,000 to losing $250,000 a year. According to The Profit, Windward Boardship has been “plagued by a lack of communication” between the partners.
When Lemonis arrives, he’s not exactly greeted warmly by everyone, including a resistant staff. One lightly bearded employee named Cody (his specialty is skateboards) seems determined to stand up to Lemonis and question his motives. Cody tells Lemonis, “Everything I’ve researched about you, I don’t know if you’re about the businesses anymore.” (Wait, is he accusing Lemonis of being just a reality TV star? Because where could that possibly lead?) Regardless, Lemonis rebrands Windward Boardship into W82 (Windward Boardshop first opened its doors in 1982) and says “It’s the biggest transformation ever.” The Profit airs Tuesdays at 10pm on CNBC.