Is Yo-Chi our next Decacorn, AI Comes for the Lawyers and should CEOs also take Board Seats

11 Sep 2026 · 45 min · 17 chapters

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In short

The Contrarians episode 239 covers three main topics: (1) whether CEOs/C-suite should sit on for-profit boards, debating time commitment, liability, and learning benefits; they argue not-for-profit boards can be lower-commitment, while large public-company directorships (banks, Telstra-like, ASX 200/300) may be too demanding. Examples mentioned: Telstra, banks, Technology One, and a CFO sitting on an ASX 300 tech board. (2) AI’s impact on law: Wall Street pressure on big law to cut fees, challenging the “leverage model” of junior associates billing long hours. Key examples: Financial Times (Eric Grossman, Morgan Stanley GC) and Bloomberg (Matt Levine). (3) Yo-Chi (Yochi) frozen yogurt: valuation near $2B, UK expansion, profitability, and “muzzle/luck” narrative.

Guests

none—just hosts Adam Schwab and Adir Shifman.

Written by AI. May contain mistakes. Listen to the episode to check what was said.

Chapters

Tap a time to open that second in VO

Directorship Debate Introduction

0:23 to 0:54

Hosts introduce the topic of directorships versus executive roles.

“And we absolutely love Braze and Luxury Escapes.”

Directorship Debate Introduction

1:06 to 1:20

Hosts introduce the topic of directorships versus executive roles.

“This is our Super Saturday edition where we just go hard into business topics now.”

Views on Executive Board Membership

1:20 to 1:45

Discussion on whether executives should hold board positions.

“We're too far away, my reach doesn't extend across the table.”

Not-for-Profit vs. For-Profit Boards

1:45 to 2:27

Exploration of the differences between not-for-profit and for-profit boards.

“Well, let's start with this question to start.”

Commitment and Learning Journeys

2:27 to 4:23

Insights into how board roles can enhance learning for executives.

“There are different levels of commitment for different organisations.”

Time Management for CEOs

4:23 to 6:28

Debate on the time commitment of CEOs serving on boards.

“But I think it might be an ASX 300 tech business.”

Current Pressures in Law Firms

6:28 to 8:00

Discussion on Wall Street banks influencing law firm fee structures.

“Why are we giving 20 % of our time to some other random business that gets very minimal benefit to the company?”

The Economics of Legal Fees

8:00 to 12:39

Examination of lawyer compensation compared to bankers and its implications.

“is a significant business, that's a multi billion dollar business.”

Private Equity Influence on Law

12:39 to 14:01

Discussion on how private equity affects law firm earnings and practices.

“Oh, I think even the lawyers themselves would agree that that's the case.”

Lawyer Salaries and Industry Dynamics

14:01 to 22:01

Discusses the earnings of lawyers, the effects of AI on the legal profession, and the inefficiencies in traditional billing practices.

“Well, there's a cabal of six or seven, I think, that earn similar and then it obviously drops away.”
Show all 17 chapters

Lawyer Salaries and Industry Dynamics

22:06 to 24:20

Discusses the earnings of lawyers, the effects of AI on the legal profession, and the inefficiencies in traditional billing practices.

“And often, these huge enterprises may be successful on paper, but I think below the surface, they're really struggling under the weight of their own complexity.”

The Rise of Yo-Chi: An Australian Success Story

24:28 to 28:00

Explores the impressive growth and valuation of Yo-Chi, a frozen yogurt chain, and discusses its business model and market expansion.

“The self-serve yogurt chain is emerging as one of the most recognizable Australian fast food export brands opening in the UK, Singapore, the US.”

The Success of Yo-Chi Frozen Yogurt

28:00 to 29:10

Discover how Yo-Chi's self-service model and unique yogurt experience lead to high margins and rapid growth.

“So there could be some other stuff in there.”

Comparing Yo-Chi and Competitors

29:10 to 31:30

Learn about the competitive landscape of frozen yogurt and the factors that differentiate successful brands.

“There's one near around the corner for me.”

The Role of Timing and Luck in Business

31:30 to 36:40

Understand the importance of timing, luck, and operational excellence in building a successful business.

“And so I don't know if you've looked much at Chobani.”

Global Expansion and Market Potential of Yo-Chi

36:40 to 42:00

Explore the potential for Yo-Chi's global expansion and the factors contributing to its success in new markets.

“I was reading Bernadette Schwartz's latest book, which I was actually in.”

The Rise of Yo-Chi: A Potential Decacorn

42:00 to 43:55

Discussing the growth and valuation potential of Yo-Chi as a leading business in its category.

“It doesn't survive the frozen, the freezing.”
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Transcript

Automatic transcript. May contain errors.

0:00This episode of The Contrarians is brought to you by Acquire Intelligence. They help you eliminate wasted processes, automate with AI, and reallocate work through global outsourcing. They offer a 100 % ROI guarantee. If you don't see a measurable return, you don't pay a cent. Learn more at acquire.ai forward slash contrarians. This episode is brought to you by Braze. And as listeners know, we don't spruit products we don't love. And we absolutely love Braze and Luxury Escapes. Not long ago, we moved our entire marketing stack, every email, SMS, and WhatsApp from Salesforce onto Braze. It took us a little while, but it was one of the best calls we ever made.

0:38It's a better product, and the team behind Braze are unbelievable. And even better, it's incredibly cost-effective. For luxury escapes, comms with our customers is mission critical, and Braze does it better than anyone else. If you're serious about talking to your customers, take a look at Braze, just like we did. Link in the show notes. I'm Adam Schwab. I'm Adir Shifman. And this is The Contrarians with Adam and I did.

1:05We're back, episode 239. This is our Super Saturday edition where we just go hard into business topics now. Our audience seems to love it. So we chatted on the pod last Tuesday about when should you become a director. We had very different views and this almost came to blows on our different views here. We're too far away, my reach doesn't extend across the table. Those biceps do travel far. But so what is your view on – because this came from Bridget Loudon, who obviously famously was director of Telstra while running Expert 360. And my view is no executive should be on the board of a for-profit business while running that.

1:41Be it founder, be it CEO or CFO, I just don't think it should happen. Well, let's start with this question to start. Why do you think a not-for-profit is different? Well, A, the time commitment is significantly less in almost all cases. like certainly not-for-profit boards I'm on A it's a bi-monthly board meeting B it's a pretty quick board meeting the board papers are 20 pages it's much smaller so basically time is significantly less Are you the chair of that thing? No Are you a formal director of it? Just a director, yeah Okay So but maybe we would say the reason that the not-for-profit is different is because you do the not-for-profit What do you mean?

2:17That's why it's carved out Oh no Because you do it so it's carved out I do it because I think I wouldn't do it if I thought it was impactful. So then we can say the following. There are different levels of commitment for different organisations. And I can get into the nitty-gritty of boring conversation, which is what about a board advisor versus a director versus whatever. But I want to make an overarching statement of why I support the concept of people in the C-suite, including the CEO, being able to do one director role that's not their primary business. And this could be an ASX? Well, I'm not sure if I would want an ASX 50 one to be.

2:59In this form, I'm about to say, I think Telstra was the wrong one, by the way. And Telstra's one of the high, like Telstra and the banks are probably the highest governance boards. I don't think anyone should be on the board of a bank. Like that is so stressful. Yeah. So stressful. So we're all on this constant learning journey. and the reason I joined the board of High Pages other than my positive... But you're not an executive. I know, but I just want to tell you the reason I joined other than, because it wasn't for the money, other than my positive predisposition towards the founder, Robbie, and Ines, the chair, and the board in general.

3:30Like, I like that business but the reason I joined is I wanted to learn the way that other people run public company boards. That's why I did it really and to learn from other people and it's been... I think as directors... It's been good, right? Most directors have multiple directorships which I'm not sure with it. And so I think a CEO or a C-suite person, being exposed to other ways of thinking at other businesses that helps them more clearly formulate their own ways of thinking, gives them ideas, keeps them on that learning journey. And I think that you do need to find a balance between how much time and commitment that takes and getting that benefit.

4:08But I don't think it's all or nothing. I don't think it's Telstra. I don't think that's the answer. And I don't think it's a business that's in trouble because that's even more work than Telstra. CTM had 27 boards. Yeah, like you don't want that. And it's definitely not a bank. Yeah. But I think it might be an ASX 300 tech business. Technology One would be a good example. So you're saying the CEO of a bank. Yeah, well, Technology One's an incredible business. That's ASX 100, I think. Yeah, that's a great business. But the CEO of a bank or the CEO of Telstra, for example, or BHP should go on the board of a high-tech startup, for example.

4:41Well, I don't think they'd want them on the board, and I care less about what that CEO does of an ASX 50 business, and I care more about what the – I'll give you an example. What about the CFO? I know you were talking about CEOs, but I just want to highlight the point. The CFO of a rapidly growing private business, 100 mil of revenue, sitting as a director on an ASX 300 tech company, I think that will help that CFO be a better CFO and report better to their own board. I'm not saying the CFO in that case wouldn't get any benefit from it, but the question is, can they get similar benefit elsewhere that doesn't take up so much of our time.

5:28So what would be another way they could say that? Oh, you can work with, we work with, obviously we have a chairman here, but our former chairman, Pat O'Sullivan, who is himself a great CFO and COO, mentors, me and my CFO, so I think there's ways to get exposed to great people without taking directorships, is the point. The thing is, and they certainly shouldn't be getting paid, I think that money should go back to the business, by the way. Well, that's a separate issue, unless, Well, it's kind of interlinked, like, I don't think that happens much, and I don't think, absolutely, they should not be getting that money.

5:51I feel less strongly about that because you're not... You're getting a wage from business one and you're getting business two as well. You're not... Unfortunately, when you hire a CEO, I do say unfortunately, you're not buying 24-7 of that person's time. I know, but the CEO has a degree of working time. Let's say they have 70 hours of working time a week. You're giving a fifth of that working time. They're going to be doing the board meetings overnight. What if they don't have any hobbies or occupations outside work and not much family life and they've actually got 100 hours a week available to...

6:19Like, I think it's up to them to decide because if they're not working efficiently as a CEO, you can fire them. That's fine. Or discipline them and say stop. We could have a good CEO performing well or CFO performing well. Why are we giving 20 % of our time to some other random business that gets very minimal benefit to the company? Because I don't think you own their time. That's why. I think you own their working time. Okay, fine. I'm going to reduce your pay by 20 % then. That's the case. But I can't imagine any CEO is going to take that deal. But why, like if they're delivering a great outcome for you, maybe one of them.

6:48But I'm paying them for all your time. I'm not paying you 80 % of the time. I'm not sure you're paying them for all of it. You're paying them for their full-time job and to be thinking about this after hours. That's my view. And to have their sense of self-worth ideally linked to the success of the business. But I don't think you're paying them for all of their time. I don't agree with that. Plus you're also ignoring the liability. What happens if you're on the board of a company that goes under and then... Yeah, definitely it's not simple. But when you're a CFO and a CEO, you're presenting to the board a lot.

7:18and it is to me a very educational experience that helps them to see what it's like on the other side of that table being reported to by a cfo or ceo and that really helps them with their engagement with the board and helps them understand the nature of what they should be reporting to the board to make the board as efficient as possible so i think neither one of us is going to persuade the other but I think the argument comes down to you think when you employ a CEO all of their working time commitment should be to the company that employs them I don't mind if they're on not for profit boards, I don't mind if they're doing some other stuff but I don't want them doing a directorship of a even an ASX 200 business is a significant business, that's a multi billion dollar business.

8:04Yeah I think ASX 300 but ASX 300 to me like you know what, this is why I'm not making a blanket rule but I do think there are circumstances where it's helpful to the business because it's helpful to the individual and they get better and like you know different not-for-profits have got different levels of time and demands as well right i just i'm generally against blanket rules yeah you know i always quote this amosos comment which is um all borders are blurry but borders are important so yeah i think there should be a line and you can make some lines but the truth is sometimes i think it's really beneficial to a cfo or c or c-suite person are you are you more relaxed about it with like a head of product or you feel the same way?

8:45No, same. Absolutely. All the time. Maybe if it's a small tech business when the commitment's relatively low, obviously the smaller the business, the less the direct commitment. That becomes almost like a not-for-profit level commitment. I'm less bothered by that. It's the public company is a big, as you know, a big commitment. And I just don't see how you can possibly do both roles properly. But, you know, some commitments are bigger than others. And so, yeah. Okay. Well, that's interesting. You know what? I'm going to share, as these happen, I'll share them with you probably offline, private examples, and you can tell me if you think this was a good thing or if it's still a bad thing.

9:19Let's move on. And there was an interesting story in the Financial Times last week which reported that Wall Street banks are pushing large law firms to cut fees, arguing that the business model has enriched top lawyers for decades is not sustainable in the era of AI. The article claimed that pressure from some of big law's most valued clients could help overturn the financial model at the heart of the legal industry. Under the so-called leverage model, firms maximise profits for equity partners by billing hourly work done by large numbers of more junior lawyers, often working late into the night at rates that outstrip the cost of their salaries.

9:49Much of that work, such as research, document review, assessing contracts, and drawing through discovery, can now be done far more quickly and better using AI. Eric Grossman, Morgan Stanley's General Counsel, told the Financial Times that top lawyers have for a long time been compensated on the foundation of associates billing for long hours, but that compensation model is now extraordinarily unsustainable matt levine writing for bloomberg claimed that one possibility is that ai will give the top lawyers more leverage instead of working on 20 matters with 20 different associates and making 20 money a year they can work with 200 matters with 200 ai instances and make 200 money a year but probably there'll be some pricing pressure so yeah i think that last point's super weak yeah um because you know ai can't give you more time.

10:32Yeah. It can make you more efficient. But ultimately, mostly what the senior partners are doing is using their own brain power in their own time to advise on matters. They're not writing things up themselves, generally speaking. I mean, barristers are, KCs are writing stuff themselves. Oh, even KCs have juniors there. They do, but they do a lot of writing themselves as well because they're writing what they're presenting in court, right? But where do I think this is going? I think it's interesting. Number one, And we can, I think, say with comfort, and I'm not going to offend our lawyer friends, that the fees have gone crazy.

11:10Astronomical. They've become crazy. Do you remember, certainly when I was a lawyer, bankers earned 2, 3x what lawyers earned. I'm not saying this is right or wrong. Now lawyers earn significantly more than bankers. It's actually incredible that switch that's happened over the last 10 years. So the reason that bankers and fund managers earn so much money is their stock in trade is money. And the closer you get to money being your stock in trade, the more money you earn. For example, your job at Luxury Escapes is to provide this product and there's a whole lot of benefit and value you provide and then you earn money as a consequence of providing that benefit.

11:41A fund manager's benefit is they make money. That is the benefit that they provide, right? That's the job that they do and therefore they're going to earn more money. And so for lawyers who are service providers that are not directly connected to money to be out earning bankers, there's something perverse about that system. Yeah, absolutely. And then we can say, And so I think, I don't know if I'd say that's a moral judgment. I just think that's a capitalist judgment. Well, it's an agency. Lawyers are an agency cost. Yeah, it's an agency cost. Yeah, it's a capitalism judgment. Yeah. And then we say, what will be the effect of AI on this?

12:11Well, just before we move on to AI, which is inextricably linked, is it's bizarre how lawyers earn so much more. And it's really the private equity, private equitization of law. And that firms like Kirkland and Ellis, who are effectively private equity firms, the richest lawyers in the world. Kirkland and Ellis partners make$20 million a year. That is more than almost every CEO. It's astonishing how much these lawyers make. And so I'm going to make a moral judgment. It's undeserved. Oh, I think even the lawyers themselves would agree that that's the case. Because, and I'm not judging them as human beings, but in terms of the economic value they bring to society, it's undeserved from an economic point of view.

12:52A banker earning$20 million, that's a lot of money, but they've generally put together a transaction that's made someone a lot more money whereas the law firm is just literally taxing every transaction. Yeah, it's value accredited versus value destructive. And the reason why, and Kirkland has led the way because it's private equity clients and then every other law firm's been hitched up by the coattails is the agency cost of private equity firms is spending clients' money, all this stuff. So private equity firms raise a$3,$4,$5 billion fund. If they spend$100 million on legals versus$50, it doesn't really matter.

13:22Why doesn't it matter? Because the scale of the fees are so high. But why would they not just say, we're not going to use you, we're going to use the other one because you're interchangeable? Because I think there's a benefit to using a Kirkland. Okay, so then that's more of a good argument for charging more. Realistically, I think what really happens is it's this bracket quake and the lawyers go, well, I can charge 10 million or 12 million. Private equity clients, remember there's a barrier between the superannuation fund who's invested in private equity and the private equity people running it.

13:52there's too much there's agency on agency so it's the agency costs have allowed these more firms to creep up there's a lot of fees when I'm hiring a lawyer and we hire ex big firm lawyers who then basically go to a mid tier firm and they're as good if not better than most big tier lawyers for half the price and that's what any smart sort of person who's running their business will do these guys are the opposite of that they don't care it's not their money they'll spend whatever so the cause CEO let's pick a firm in Australia the cause Kevin McLaren who's earning$7 million a year so he's earning 7 mil which is outrageous so what do you think a senior equity partner at course would be earning a year?

14:24Well, there's a cabal of six or seven, I think, that earn similar and then it obviously drops away. I don't know how much they all earn. And that would be, do you think that's the pinnacle of earnings as a partner in Australia? There's a couple similar, roughly similar, but Garen's number one. And some other places, yeah. Okay, so you've got lawyers earning six or seven mil. Presumably, they're paying half of it away in tax. Yeah. You know, by the way, I'm sure you know this, but a lot of these firms are structured so that these are effectively dividends and payroll tax is not paid on this money as well.

14:53So that's painful for the state. But I totally support it for them because payroll tax sucks. And it's a terrible tax. And so why – I know what – I can tell you what lawyers cost because I had first-hand experience with a lot of them. So you can pay the top, top, top KCs. I'll start with that. So you can pay top KCs$2 ,500 an hour. And so let's call that... They're usually charged by the day as well. $25 ,000 per day. Yeah. Chuck the cash after tax mostly. So let's say you multiply that out and you say... And you've got a junior and you've got solicitors, so it's not just the KC, but yeah. Yeah, but like that KC is taking home$125 ,000 a week.

15:38Yep. And they could easily be billing for 45 weeks a year of their time. They tend not to be utilised at 100 % though. So discount a little bit. These ones will be utilised at 100%. Yeah, they'll be turning away work, these ones. No, but they just don't work 100 % of the time. Yeah. You're not 100 % efficient more. Okay. Give them 40 weeks, let's say. So that's five mil a year. Yep. And so that is less than these most senior solicitors. And that's their own risk. It's their own business. It's a much harder job being a KC than a partner. And so I think that KC salary is outrageous, but it's still lower than most senior partners.

16:14bothered by the KCCO because they're being paid for by the client versus there's less of that gap. There's less agency costs there. And so, and so I think this needs to change if, it's not good for capitalism, okay? But I do think lawyers, I've got no issue with lawyers making a few million dollars a year like just senior partners. And so, AI, let's just quickly touch on that. You want kind of lawyers, doctors, bankers, they're all kind of the pinnacle of their professions, probably earning roughly the same. You think a top doctor, top surgeon, a couple million bucks a year probably. I don't know you know more than me on this stuff.

16:48Probably, yeah, three. Yeah. It feels like law firms just got out of whack. Like suddenly these lawyers are earning too much and everybody else, all this stuff is incredibly large salaries, but law is just bizarre. And earnings for surgeons goes up more slowly because there's a combo of the Medicare fee which basically doesn't move very much and out-of-pocket stuff they charge which predominantly is private health insurance paying and then a bit of out-of-pocket. So they've got a more, The problem that surgeons have is they don't have a big customer to bill with lots of money. They've got the government and a private health system and a person.

17:23The person does not want to pay. The government doesn't want to pay. And private health doesn't really. So no one wants to pay, right? Unless it's elective surgery. It's better to be a lawyer, right? Because you've got someone to bill. And so I think AI is going to dramatically shift things. But I also don't think it's coming at the rate that people think it is. for example, I would not trust large language models doing discovery on one of my cases. Oh, but now I've got specialised. I know. Like Garo and Harvey are much more specialised. But you still need a lawyer there. And so it will be faster.

17:52But don't you just think that what's going to happen is what's happening with the whole software industry, where we're going to move from time-based billing to usage-based billing? Yeah, job-based. I think that's what's going to happen. I think, remember that Lennon quote, like history happens, nothing happens for 20 years and everything happens in a week. We're still in the 20 years, but something will happen at some point. was when I was a grad lawyer or article clerk, it was called back then, like part of my job was literally sit with another article clerk and we'd read a prospective IPO document and someone would read the PDF, someone would read the Word document, made sure that there was no mistake.

18:23There ever was. That's ridiculous. And we were in charge for like 400 bucks an hour. It was just basically criminal. And this is what these law firms, ironically, the law firms do. That can be done way better by AI. Like there's no, you don't need people to do that. So a lot of the, and this is what this, the Financial Times talked about is that so much, the reason why lawyers, the partners are able to earn so much they have this leverage they get all these junior lawyers that i was once who do effectively administerial who are worth 50 an hour and they're being charged out for 500 or maybe 150 but yeah it's there's a massive leverage there and they just make all this money from just ripping off clients and essentially what they're doing and i was part of that industrial complex for 18 months it was shocking like that part of the law was the worst because a it's incredibly boring and being so unnecessary so but people do it at the bottom in the hope of getting to the top end, like all of these machines, right?

19:09So I think there is, a lot of that leverage will go because basically I think what you'll get is really strong partners. And you sort of had this with this drift of like the lawyers I use, great lawyers from like an up-and-coming senior associate, for example, who's earning 500 grand a year, can potentially start their own firm or a junior partner and can probably make one and a half, two million providing a better service than this big law firm's doing. Maybe, but then, so I think what it's going to come down to is which is how you would do things now anyway. What it's going to come down to is the partner that you want to use and what you're prepared to pay them for their time essentially.

19:46And a lot more – so the question is whether partners' fees are going to go up by the hour as their earning capacity in the pyramid goes down. Because at the moment a lot of these – Less juniors, more seniors. Yeah, so the partners are earning money based on not just what they're charging out but their clip of the machine below them. Most of their money is made on the machine. Yeah, you basically lose money off your own time and make money off everybody else's time. It's the razor and the blade model, essentially. And so the question is, does AI, and what people will say is, but AI will make mistakes.

20:15And what you would say is, yeah, like self-driving cars will make some mistakes, but a lot less than people. Like I made a mistake, I was a lawyer. Yeah, that's right. They'll make fewer mistakes than people and you can have someone overseeing it, right? Yeah. And so the question is, can you start a law firm with two senior partners and two junior partners and have it behave like it's two senior partners and 20 junior partners in the current system with AI. Or anti-asserties. Yeah, and I suspect the answer's yes to that, but not today. But soon, I suspect the answer's yes. There are a few professions more perfect for disruption than law because AI is perfect for law and people are a bit frustrated by the fees.

20:57Another reason why the fees are so high is we've had these 20 years of economic boom since GFC, really, and law just sort of clips the ticket and we haven't enough, during a recession, you're looking for how do you cut every cost and one cost you look to cut is, I'm just going to go to a less expensive law firm because like they're basically the same, yet these guys have a better, inverted commas, brands are going to pay double for Kirkland or double for Allens and Overy or whoever the incredible international firm is. But realistically, having been a lawyer, there isn't that much difference and often the smaller firms are better.

21:25Like an ABL, for example, has the best lawyers despite being a smaller firm than some of the bulge bracket firms. So there's this weird branding situation where instead of like, you argue Hermes produces the best bag and charges the most, you've got the Hermes of law firms not producing the best bags, which is a real problem. Yeah, plus, you know, the truth is, we've discussed this, like court and casino, they start with the same letter. That might not be the only thing they have in common. And so, yeah, I think there's going to be a lot of change in this space. I agree with you. We'll be back after a quick break with a very delicious story.

21:56Hold on.

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23:52This This sounds like your kind of our setup. Well, I can say that this is one of those businesses where hand on heart, I've been a customer of this business in one of the previous companies I'm involved with, and I can speak about them in the first person and what they do. And we work with them at NOC as well, one of the businesses I'm a director of, and they've done an unbelievable job scaling up that business. I can't speak more highly of them. So stop scaling the burden and start scaling the results. Eliminate, automate, and reallocate with Acquire Intelligence. Visit acquire.ai forward slash contrarians.

24:28And we're back. In one of the most incredible Australian retail stories of maybe the last few decades, the AFR reported that Yochi, the frozen yogurt empire run by the Boost Juice founders, obviously the Ellis family and their sons, and backed by Ellison Capital, is approaching a$2 billion valuation. The self-serve yogurt chain is emerging as one of the most recognizable Australian fast food export brands opening in the UK, Singapore, the US. Sales rose by 55 % to more than$227 million for the year ending 30 June, according to updates circulated among investors. In an ASIC filing, which is more than a year old, the business reported gangbuster profits of$24 million in 2025, which is unbelievable, this business.

25:11Yoshi was, of course, founded by billionaire toy legend Manny Stuhl and step-stun Paul Solomon, who hoped to ride the frozen yogurt trend, which was exploding across the US at the time. Celebrity chef George Kalambaras acquired the chain in 2018 and was forced to sell it to the Boost Juice founders Janine and Jeff Ellis and their sons Oliver and Riley in 2020 when it had only four stores. It now has more than 70. Last week the business opened its first UK stores with massive lines snaking around the street and of course is preparing to open stores in Thailand and Singapore in the next few months.

25:43The business raised money from Ellison earlier this year at a$1.1 billion valuation while former Quadrant md jonathan pierce i'm not sure if you know jonno who was at quadrum for a number of years has a very valuable seven percent stake now which is pretty amazing uh the 1.1 billion dollar valuation was based on 10.2 times forward cash earnings or cash ebitda it's unclear if this includes lease costs um as well the business actually pays quarterly dividends and appears to be like wildly profitable the afr reported that it pays 17 million dollars in dividends since last december which is insane.

26:14When you say it's wildly profitable, so you quoted a number of 250 mil of revenue or something, growing 55 % for 25 mil of earnings. So 10 % profit margins. But it's making a great profit. Yeah, the size of the profit. So if you look at this, if you just did a rule of 40 type calculation, 55 % growth, 10 % profit margins. It's a pretty great business. It's pretty good. They're not going to be a sex business at 65. So that EBITDA, it could not have included, it couldn't be a real EBITDA because you can't pay 10 times that on a business growing 55 % with 10 % impact margins. Like it's got to be a high multiple.

26:50Yeah. I'll just give you a few more data points. Sales are forecast hit 216 million for this year, up 39%. So growth are sawing a tiny bit, but still incredible growth. And the business is basically operating at a gross margin of 50 % reporting GP of 155 million. I wonder what's in that gross margin. do you think it probably excludes the staff costs and it's just materials? Yes, that would be material. I thought it would be higher than that, 50%. Yeah, why is it only 50 %? God, that yogurt, I've said this before, like it's heavier by dollars than a gold bar. You know what I mean? It costs more by weight than a gold bar, okay?

27:29And so, but yogurt doesn't. And so like, why is it only 50 %? Well, I think the yogurt has a massive profit margin, but you know the toppings and the chops, I think that would have a much lower profit. Because it's like, they buy that from someone, They don't make that. I'm shocked that they're not just making those themselves now. They're probably getting to the scale where they will be able to at some point. They're not miles off, I reckon. They use Nutella. They're paying... And there's some expense when they make the cookie stuff. That wouldn't be cheap, necessarily. So I don't think the margins on that is as massive.

27:54But clearly, the frozen yogurt margin is like 80 plus percent. Yeah. I mean, I feel it should be... We don't know what's in that GP. So there could be some other stuff in there. Frozen yogurt styles, one of the great, the beautiful things about this business, which I'm not sure if you're probably all over this, is they have very little labor costs because people serve themselves, which is the absolute sort of gem about this business. It's so good. And so they create this great experience and like they're getting a higher margin as a result of it. So data released to investors show that outlets have an average$3.1 million in annual sales and 42 % earnings margin.

28:26Yochi store costs around$800 ,000 to fit out. That's a payback period of only 10 months, which is pretty incredible. It takes the most successful casual chains, Chipotle and Shake Shack, upwards of two to three years to pay back. So this is an unbelievable business. Are you a Yoji fan? I like it. The trick, by the way, if you want to rot the system, which I don't, the thing that everything costs the same by grams. Yogurt, it's heavy. Yes. But the snacks, they're light. The cornflake things, I get a lot of them. No, you just put a little bit of yogurt and chuck tons of stuff in and you'll end up with diabetes.

28:59It's not as nice though. You want a balance though. It's cheap diabetes. Yeah. And so I think it's a nice product. I love it. I think, and there's lots of these yogurt stores around. Nobody else has got the yogurt like they get it. Well, I don't know. I reckon they think that's true. Way better yogurt, yeah. All right. There's one near around the corner for me. I try and support it because it's a small business, but the toppings are great. Yogurt just has this funny aftertaste, whereas Yoji just has amazing yogurt. I want someone to take the yogurt and put it through a mass spectrometer or something, whatever that is.

29:29Break it down. What's in it, right? Yeah. What's in this thing? You should do that. Well, I don't have access to one, and Monash University is run by the socialist alternative. I doubt they're going to give me one. I want to say a few things about this world. What, the yoghurt world? Yeah, and an interesting story.

29:53You know there was a brand called Igloo Zoo? Of course. Are you familiar with that brand? David Gold, who's a shareholder in Luxury Escapes. Right, of course you would know about that. And so that didn't work. I think Josh Lieberman was involved as well. also one of the living family I think it was yeah I think so and so that didn't work no but that was like not a dissimilar time they had more they had more outlets than Yochi had Yochi may have started earlier but I think Igluso had four or five outlets and good some good locations very right yeah absolutely and so you can't explain why one succeeded and the other didn't because the answer is neither of them succeeded at that point in time but Igluso Yochi was going very well then this was much smaller I think the Solomons did incredible I think Manny and Paul's Holman did an incredible job.

30:36But the point is, this is not just a product. A lot of people say, oh, they had the right product at the right time, but this is not just a product game. You said it tastes different, but it's not just that. Something about their vibe. There's magic there. They've got some magic. They've got some magic. And the Alice's famously created Boo's Juice, Betty's Burgers. They are. And both Jeff and Janine, the husband and wife who effectively run it. Jeff used to be very senior on Stereo. But this is a third or fourth act for these guys. So Boost is amazing. Betty's Book, I do want to say, that is a rip of Shake Shack.

31:08We just need to be honest. I went to the first one in Noosa. Yeah, absolutely. And I'm like, concrete? That's what their ice cream is called? That's Shake Shack. Yeah. Anyway, so this is what I want. And Danny Meyer is another who Shake Shack founded and has many acts in the US. So the Alistair's have been unbelievable success as running franchise businesses. So yogurt, that's an interesting thing because it didn't used to be so big. And then, in a sense, the thing that massively popularised it in the US was Chobani. And so I don't know if you've looked much at Chobani. It's a pretty amazing… It's public now, right?

31:38Public immigrant story, you know? Run the EY Entrepreneur of the Year globally. It was an amazing story. So I think, you know, like this flight to yoghurt from ice cream, because the US is what drives trends. And so the US was an ice cream country. In fact, if you go to Israel and you order soft serve, it's called American ice cream. That's the name of it, okay? and so I mean it's still very popular in the US but there's this big trend with yogurt which is part of the more healthy lifestyle living trend to me it tastes like ice cream it doesn't actually taste like yogurt it tastes similar to ice cream but definitely what the Yochi has the right product at the right moment to catch the wave of this healthier living kind of trend I think what makes Yochi so great is the unhealthy stuff the sauce and the toppings you put on Which people, I think the psychology of the consumer is.

32:28You can put that on because you eat yogurt, not ice cream, right? Do you know how many calories are in the yogurt? No, tell me that. I don't. I actually don't know. Oh, I thought this was going to be the most interesting part of the whole podcast to me. Mike, you can look that up, can't you? How many calories are in yogurt? How many calories are in the yogurt? That's great. I mean, I don't even know how much yogurt I'm taking because they only show you the price. They don't show you the weight. I don't know if you've noticed that. Yes. Yeah. Everything is measured. The weight is measured in dollars.

32:54Yeah. Is there any cryptocurrency? So you mentioned that this business was founded by Manny Stuhl and Paul. I was one of Australia's best businesses being Moose Toys. Well, I want to talk about that. And I want to talk about the fact that, you know, human beings love a simple narrative and we love a hero. And Manny, he's a hero. Unbelievable story as well. But I want to just point out the idea of that no one has the universal Midas touch. So Moose Toys, do you know they didn't found that business? They bought it, right? Yeah, so you know Leonard Hammersfeld, who runs Buzz? Okay. It was his brother, Brian, that started that business.

33:32I didn't know that. Brian is a terrific guy. And it was a good business when he sold it. It was not this business. Yeah. I think he ran it for a decade or whatever it was. This is like the 80s, I guess? No, much later. Maybe 2000, early 2000s. No, I thought, when was the big lead issue that I had that almost hit the bankrupt? 2011 or something. Oh, that recently? Yeah, I think so. Oh, I thought it was older. I think it was 2009 or something like that. And so, you know, Manny, he had done a business before that, right? He was a toy business. Did he have a homewares business? Yeah, and he IPO'd it and then sold out of it and then retired for 10 minutes at 40 or something, right?

34:08And then he came back and heard about this business through the grapevine and bought it off Brian. It was a good business and, like, I know Brian quite well and, like, he's got a nice life, okay? And, like, he's involved in Buzz. Like, this is a good business. So then Manny gets this business. And so my point is Brian is a very good operator. Then Manny gets this business. But he just comes from this world. And then a minute later, he does this beanie babies or whatever the thing. And he starts rocking these. He does the garbage thing. Garbage can, living toys. And it rockets, right? And it's like you take this business that was doing quite well.

34:45But suddenly a person who, for whatever reason, just understands how to make his own stuff, which I love, and rocket it can take a decent, pretty good business and turn it into a machine. That's the story of a toy business in the US. There's even three or four toy businesses in the US that have a similar story. So that's amazing, right? Mattel was like that. And so you've got this guy and he goes and does that to a business that a good operator ran before him. Yeah. But then he goes and has a little hobby, sets up this yogurt business. In Balcarver Road. And it's doing okay. He does a good job with it.

35:18He's good at business. And then he sells it. Colin Barris owns it for 10 seconds. No, Columaris had it for like, I think, five or six years. Okay, but like, and it did okay under Columaris. Yeah, he's on his shoes after Radic bought, yeah. Yeah, but then Janine Ellis comes along with her family. Yeah. And all of a sudden, she does the same thing to Yochi. Yeah, that Manny did to Moose. As Manny did to Moose, right? And it's like, that's what I mean. It's like, there's no one person with the Midas touch. Any of us, well, any of us can be, it's very hard to create a good business full stop. Yeah.

35:52it's a miracle when a good business gets turned into an incredible business and i think some of that is definitely the operator and some of it is i just kept coming back to these magical factors beyond our understanding that make like hit records or like you know songs or movies or there's just some magic in the air process power you could say and you got well some process power but also some a power that none of us control which is being in the right place at the right You call that muzzle or luck? Yes, correct. And I think all of these businesses, in fact, I think it's hard to imagine a business worth a billion dollars that didn't get very lucky somewhere along their journey.

36:33I think it's possible to build a$100 million value business with just sweat and good judgment. But in my experience, looking around, building a billion dollar business... Do you know what muzzle means? I was reading Bernadette Schwartz's latest book, which I was actually in. Do you know what the three Israeli Hebrew words it comes from? Because I never knew this. I was literally reading this book last week. It stands for, muzzle is like an acronym of three different words in Hebrew. And one, Will's looking, Will, can you look this up for me? I'm not sure this is, I think this might be a backroom, not an acronym.

37:02It could also be Gabby making it up, potentially. I think this is a, you know what a backronym is? When you make something up, reverse calculate it. Correct. I think this might be a backronym. Well, anyway, what Bernard was saying, Gabby could well have made this up. So it takes a great assault. But I think it's a combination of location, timing, and a third thing. That sounds like a acronym. Yeah. Anyway, but it's very much what you're saying is you clearly need a lot of luck. Yeah. And the reason why like seven of the top 10 richest people were all born in like 1828, because they all came of age in the Industrial Revolution in the US.

37:32So clearly timing is a lot. I think for the Alicers to do boost, certainly forgetting everything else they've done, but boost and Yochi. Yeah, it's amazing. That is just like, and Yochi is a multi-billion dollar bill. It's like the Alicers could be worth five billion when this is finished. What you can say is that to win the World Cup, you have to be lucky, but teams that are not great teams have no chance of winning it even with luck. Yeah. And I think that's probably their story. Yeah. I think, and if you look at, obviously got Elson Money behind it now as well. They've got some smart people in that team really saying, take this rocket ship and take it globally.

38:09And if they can take this globally, and it's really early, but obviously the UK look good. US is going to be harder because it's pretty established there with, as you said, with lots of people selling yogurt as well. But like, I think Yochi in UK will smash it. Yochi in Europe will be unbelievable. Yochi in Asia will go nuts. Like I think this could genuinely be a$10 billion business. Well, the advantage I think they have in the US, I'm not telling them how to market, but Australians are seen as being very healthy and very clean in the US. And I think that might be one of their advantages in the US.

38:39They could lean into the Australian angle. Yeah. And you see what I did, and I've talked about this before, they give free water away. So you said that the tap I've got out there, they've got the same tap. most people charge for water and you can make a big margin on water. They give it away, but it's still in sparkling and it's actually cost because you've got to clean the cups. That just, I just love that. Like give away the, give away the razor and sell the blade. It's just such a smart way to operate. Mike, can you get that data on that calories and yogurt? Yes. So vanilla ice cream is 207 calories per 100 grams.

39:08Regular yogurt is 60 to 100 and frozen yogurt is 100 to 140. So it's less than ice cream. I will say. About half. And ice cream's not crazy. It's not dissimilar to a McDonald's soft serve, which uses skim milk in Australia. So that's a little known fact. So it is. Will you eat a McDonald's soft serve? Yeah. You will. For sure. I'm shocked at that. Why? Just your... Because of what's in it. Yeah. A standard soft serve from Macca's is 139 calories. Yeah. Let me assure you, I'm all over the calorie count of McDonald's soft serve. and I read the ingredients and then tried to put them out of my mind.

39:46Would you have a sundae? Yeah. Oh, so you have a sundae with a chocolate on it. Oh, would I? No, I thought you meant would I also have a sundae? I would have any ice cream from McDonald's. Oh, really? How come? Yes, because I love ice cream. I love soft serve and McDonald's makes it with skim milk. I used to work at Jam Factory for a while and they had a soft serve machine. I worked there for over a year. No, I never saw it clean once. So I'm not sure. Yeah, there are. It is better now because of the, there's some serious like legionnaires. Yeah, absolutely. and sell the other risks you know every day and obviously I'm sure it's got it better by the way but I will say this which is my last comment on this topic people that order sundaes and they force themselves to choose between chocolate or caramel sauce that is a false decision you can ask for both wouldn't it ruin it's weird it's unbelievable you gotta pay extra it's unbelievable yeah I'm not that price conscious the Macca's I am I do use my Macca's rewards a fair bit.

40:46I'll ask for extra sauce on the, because the best bit of that is the chocolate fudge shop is unbelievable. Agreed. So it's not very healthy. At Yoshi, do you get a chocolate sauce or do you get a Nutella? Do you really want to know the detail of this? I do. You know, there's a white chocolate, I love white chocolate. Is that too sweet for you? That goes, the sweeter the better. Really? Yeah, yeah, that goes ultra hard on top. It's like a chocolate ice. Remember that old school chocolate? Ice magic. Ice magic, ice magic. My kids still have that. That still exists. Yeah, absolutely. I'm unbiased for them.

41:15So yeah, I think yochi is objectively healthier than ice cream from a calorie content perspective. I said I was going to say the last thing. This is the last thing I want to say. It's a very serious comment actually about all of this. The most important thing about yogurt from a health point of view is live cultures. So I touched on microbiome a while ago. Will you have any frozen yogurt? So this is the question, right? And the question is, because if you want to be really healthy and have good mental health. So you should have like three different types of live culture a day. Like yogurt and real pickles, not this vanilla.

41:48They have to be from the fridge and maybe some kefir or something else. Real sauerkraut. Kombucha, like kombucha. But it has to have live cultures. And so I don't know if frozen yogurt has live cultures in it. But if it... It doesn't survive the frozen, the freezing. Well, I don't know. It doesn't survive heat. In fact, if you have miso soup hotter than 60 degrees... Not packet. Packet is already... If it's on the shelf, it has no live cultures. but if you buy fresh miso sometimes I buy fresh miso paste if you cook it at more than 60 degrees it kills the cultures so the thing is if you're not getting live cultures in the yogurt most of the benefit of yogurt for the body dissipates interesting congratulations to the Yochi team by the way that is this is a it sort of snuck up on it but I don't think anybody I certainly didn't realise whether 2 billion valuations are right or not they're clearly spending out a lot of cash and they're growing super fast so making 25 mil doesn't feel miles off growing 55 % it's a billion dollar company They're paying real dividends.

42:39They're paying$17 million. That's$30 million in dividends a year. And the TAM of this business is, because the product's so good, I think the TAM is just ginormous. We talk about GYG. We love GYG. That's a$2.3,$2.4 billion business. I can actually see this hitting$10 billion. It wouldn't surprise me if this became one of the greatest Australian stories ever. So I know this is meant to be a short episode, but I think this is better than GYG because there's nothing else like this. This might be the biggest scale version of this business. Now, I think there's one called Yogurt Berry or something in the US or whatever, but, like, you know, like, GYG is not Chipotle.

43:15Nowhere near the scale. Chipotle was hit 80 billion at one point. But this might have a scale advantage in its category. And the beauty of this over a Chipotle or a GYG is you have one person, one, maybe two people working in the store. These, like, the Maccas and the GYGs have, like, 15, 20 people in the store, so it's so much more profitable. Yeah. And there's much smaller store footprints as well. So everything about this is just built for profitability. And this guy that bought 7%. Oh, I feel sorry. He's only got 7%. He gets$2 million a year of dividends. Yeah. That's not bad. Plus he's got to be, his stakes are like, Johnny's got$150 million.

43:48Yeah, it's unbelievable. So congratulations again to the OG team. We love it. And a great Australian story. On that note, we'll give everybody back their Saturdays. Thank you for listening in. See everybody on Tuesday.

44:01Thanks for listening to The Contrarians. brought to you by our good friends at Acquire Intelligence. Stop scaling the burden and start scaling results with Acquire Intelligence's three-step mission. Eliminate wasted processes, automate with measurable AI, and reallocate work through that global network of over 9 ,500 employees. They're so confident in their results that they offer a 100 % ROI guarantee. If you don't see a measurable return on their AI implementation, you simply don't pay. Scale your business and keep the focus on the big picture. Learn more at acquire.ai forward slash contrarians.

From the publisher

Adam and Adir debate whether founders and senior executives should be allowed to sit on external boards while running a business, before turning to the coming pressure on big law fees as AI starts breaking the traditional leverage model. They also unpack Yo-Chi’s extraordinary rise, its reported billion-dollar-plus valuation, global expansion plans, store economics, and why timing, product and execution can turn a good retail concept into a monster business.


01:05 - The CEO Board Seat Debate

09:26 - AI Comes For Big Law

24:29 - Yo-Chi’s $2bn Valuation

29:54 - Why Yo-Chi Worked

38:55 - Yo-Chi’s Global Upside


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