Case Study — Growth Strategy
How Firefly Recovery
grew from fewer
than 100 teams to
more than 1,300
Michael Roub built the financial, contractual, capital, and international foundation required for Firefly to scale from an early-stage product into a dominant athletic recovery business.
Client
Firefly Recovery
Role
Finance, legal & international
Engagement
2018–Present
Focus
Operational scale
1,300+
Professional & Collegiate Teams
Expanded customer base from approximately 75 teams in 2018 to industry dominance.
50%+
Consumer Revenue Share
Built a major consumer business from effectively zero, diversifying overall revenue.
~$1M+
Seed Capital Raised
Led capital formation and supported leadership expansion.
What did Firefly Recovery look like in 2018?
In 2018, Firefly Recovery was an early-stage business with a promising product and very little structure around it. The company had fewer than 100 team customers, effectively no consumer sales, and a handshake distributor arrangement rather than formal commercial agreements.
Its clinically validated wearable already helped athletes support healthy circulation, but turning that product into a scaled, durable business would take financial discipline, real contracts, capital, and a credible path into new markets and new customers.
Firefly in 2018 (before/after strip)
~75
Team customers
Effectively Zero
Consumer sales channel
Informal
Distributor arrangement
None
Established international operations
What was Michael Roub’s role at Firefly Recovery?
Michael Roub began working with Firefly Recovery in 2018 as a consultant, brought in to assess the business’s potential. That initial assessment became a central and ongoing role.
Financial foundation
Built the reporting, planning, and discipline needed to operate through each next stage of growth.
Commercial structure
Formalized contracts and legal operations to replace informal arrangements.
International scale
Led the practical financial and operational work behind new market launches.
About Michael Roub
Managing Partner and Founder of Inflection 360 Wharton BS, Chicago Booth MBA. Two decades advising growth businesses and healthcare practices.
How did the work unfold?
01
Assess the business
Clarified the financial, contractual, and operational work required to turn early promise into a durable plan.
02
Build a working foundation
Established financial controls, reporting rhythms, and commercial agreements that could support growth.
03
Prepare for capital and visibility
Led diligence and information work around the 2022 seed round and the company’s Shark Tank appearance.
04
Open new markets
Supported launches across the United Kingdom, Canada, Australia, and the European Union.
Shark Tank & Global Market Entry
A business appearing on national television must be prepared for extreme diligence and immediate scale. Michael played a central role in preparing Firefly for its Shark Tank appearance (taped June 2024, aired March 2025), handling rigorous information requests and ensuring the company’s financials were indisputable.
What changed for Firefly Recovery?
1,300+
A significantly
larger team business
Firefly Recovery has grown from about 75 teams in 2018 to more than 1,300 professional and collegiate programs today.
50%+
REVENUE FROM
CONSUMER SALES
Consumer sales, effectively zero in 2018, now make up more than half of overall revenue.
$1M~
SEED CAPITAL
RAISED
A roughly $1 million seed round closed in Q1 2023 to fund the next stage of growth.
20
INTERNATIONAL MARKETS FIREFLY LAUNCHED IN
Australia, Canada, United Kingdom, Switzerland, Fiji, and several European Union countries.
“I have had the opportunity to work with multiple start-up companies, but Firefly Recovery has been by far the most rewarding. With Firefly I have been able to leverage all of my past experience to help the company meaningfully scale each year.”
– Michael Roub
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Locations acquired in California alone, the largest single state
States entered in a single acquisition run
Contact Us
Inflection 360 is a strategic consulting partner to healthcare practices and business owners nationwide, delivering hands-on expertise across business planning, acquisitions, market assessment, and exit strategy.
info@inflection360.com
(747) 334-2725
5627 Kanan Road, Suite 198, Agoura Hills, CA 91301
