The Profit

Never before seen casting videos from ‘The Profit’ reveal how businesses pitched themselves to Marcus Lemonis

Vision Quest Lighting

In 2010, custom-lighting design company Vision Quest Lighting was riding high on the coattails of client Abercrombie & Fitch's success, raking in millions of dollars of revenue. But when that retailer stop expanding in the years that followed, Vision Quest Lighting's finances started shrinking to the point company founder Larry Lieberman was considering bankruptcy. That's when he made his taped plea to Marcus Lemonis. Check out the casting video that put Lieberman's company onto The Profit's radar.

Bentley's Pet Stuff

Before Bentley's Corner Barkery (now rebranded as Bentley's Pet Stuff) became a crown jewel in Marcus Lemonis' small business empire, embattled owner Lisa Senafe, along with her husband, Giovanni, appealed to The Profit for help. At the time, the couple was rapidly expanding their 'Whole Foods to pets' retail chain beyond their means and bringing in millions in revenue. But still, they were still unable to make any meaningful profit or pay for health insurance. Check out the casting tape that helped put their business on the path to Profit success.

Courage B

This high-end fashion brand is another of The Profit's most well-known successes. With style cues from Europe and a line that suggests the J. Crew of old, Courage B has promise, but found itself hampered by the volatile family dynamic that gave it life. Struggles between COO Nicolas Goureau and his mother Noemie threatened to put the apparel company out of business. That's precisely when the clan sent out an S.O.S. to Marcus with this casting video.


When Patrick Dilascia ditched his successful New York career to live his dream as the owner of his eponymous clothing brand, he didn't realize it would fast become a nightmare. The West Hollywood-based company, which primarily produced graphic tees, was beset by poor management, family struggles, excess inventory and high overhead costs. So to put his company back into the black, Dilascia reached out to The Profit's Marcus Lemonis for a second chance.

Blue Jeans Bar

When Lady Fuller was 27 years old, she set out to start a business using the money from her inheritance. Her idea was simple: a bar that sold denim instead of booze. The retail chain Blue Jeans Bar sprung from that concept and went on to rack up millions in sales. But that success still left Fuller with massive losses and a growing debt. After shuttering several locations and paring down her business and debt, Fuller made this taped entreaty to The Profit's Marcus Lemonis.

Precise Graphix

Brothers Keith and Dean Lyden run Precise Graphix, a custom design manufacturer of interior decor made mostly for specialty supermarkets. While day-to-day production responsibilities were given to Dean, Keith was left to tackle the company's finances. But Dean's inability to oversee operations wound up putting undue stress on Keith and the business' fortunes faltered as a result. Couple that with the brothers' sentimental (and costly) approach to staffing and it's a wonder Precise Graphix didn't topple before it caught The Profit's eye.

My Big Fat Greek Gyro

After seeing their fast-casual,Greek-American restaurant take off in Pittsburgh, PA, owners Mike and Kathleen Ference decided to franchise the company. But their ambitions proved to be too outsized for the small business owners to handle. Of the five additional My Big Fat Greek Gyro locations they opened, each were run by a different family. And without a decisive guiding hand from Mike and Kathleen, the restaurants each took on an identity of their own. Still the family wanted to wrestle control back and with no debt load and no money saved in the bank, they turned to The Profit for some tough love and smart business sense.


Despite not having any experience in the sports apparel industry, Ray Odom and Justin Romines started Rayjus in 2010. Their apparel includes tournament fishing jerseys, archery jerseys and additional athletic jerseys, however they're now facing mountains of debt and have fallen behind on orders. They also can't make payroll. Odom and Romines are now reaching out to Marcus Lemonis to see if he can turn around the company.

JD Custom Designs

Jeff and Aimee Dougherty are the owners of JD Custom Displays, a custom retail display company in Fullerton, California. Everything is manufactured in house at their warehouse, but despite having eye-catching displays and finding success in the cosmetic industry, they're now finding themselves behind on orders and are struggling to make a profit. Check out the casting tape that convinced Marcus Lemonis to consider their company for investment.

Faded Royalty

Designer/owner Rocco Giordano describes Faded Royalty as an independent lifestyle brand. The retail store on the Lower East Side of New York City is not bringing in enough profit and Giordano doesn't have enough cash flow to keep it afloat. He asks Marcus Lemonis to come in and provide a game plan before his company is ripped to shreds.

Southern Culture

Erica Barrett is the owner and founder of Southern Culture Artisan Foods, a packaging food business she describes as a breakfast lifestyle brand. She's found a demand for her product, and it's located in hundreds of stores including Kroger and Williams-Sonoma, but despite strong sales, the company is drowning in debt. She explains in this casting video that the company is not only losing money, but there is no structure or process. She puts out her plea for help. Will Marcus Lemonis be able to turn this company around?

Farrell's Ice Cream Parlour

Farrell's Ice Cream Parlour is known for their over-the-top ice cream desserts and birthday celebrations. At its peak, the restaurant had multiple restaurants throughout the nation but now there are only a few locations left and owners Michael Fleming and Paul Kramer are unsure how to handle the declining sales and increasing expenses. Check out the plea Kramer and Fleming make to Marcus Lemonis asking for help.