How Pack Hacker Bounced Back: From 60% Traffic Drop to Seven-Figure Acquisition

Origins of Pack Hacker

In January 2017, former Apple design manager Tom Wahlin launched Pack Hacker after noticing a lack of thorough travel gear reviews. He had quit his job in New York and tested dozens of backpacks, cubes, and travel products. His early article on a single pack on Medium gained unexpected traction, proving there was a demand for hands-on gear testing.

Building a User-Friendly Platform

Tom spent months refining site design to look professional. He heard feedback about pixel alignment and color tweaks from friends but soon shifted to writing detailed packing lists, gear comparisons, and guides. Daily 12-hour work sessions became normal as content output grew. The site’s clean layout helped readers trust reviews and navigation stayed intuitive.

Revenue Streams and Premium Membership

Affiliate partnerships were the main income. Links to retailer sites generated commissions with each sale. Packs, cubes, bags, water bottles, and clothing reviews all drove clicks. In mid-2020, Pack Hacker introduced a paid membership called Pack Hacker Pro at $60 per year. Pro members got exclusive articles, ad-free browsing, early access to deals, and a private chat community.

Facing the Pandemic Crisis

March 2020 saw a 60% drop in traffic within two weeks as global travel paused. Clicks and conversions fell in line. The small Detroit-based team cut hours to manage cashflow. Quickly, content topics shifted to remote work setups, staycation gear, and tips for safe local trips. This pivot helped readers find value even when flights were grounded.

Recovery and Growth

By mid-2021, traffic and affiliate sales bounced back to pre-pandemic levels. The membership program reached its first 100 sign-ups, covering fixed costs and boosting revenue. YouTube channels expanded reach with video reviews. Partnerships with brands and sponsored content deals added new income. Over several years, revenue grew to over $1 million annually without external funding.

Preparing for Acquisition

Unsolicited interest from AllGear Digital began late 2022. Tom tapped a family friend with M&A experience and used a platform called They Got Acquired. He cataloged every plugin and software package in a weekend. Quality of Earnings audits dug into three years of transactions. After overcoming delays around Thanksgiving and finalizing terms, Pack Hacker was sold in December 2023.

Legacy and Future

Under AllGear Digital, Pack Hacker continues as an independent brand with the existing team. Tom serves as general manager during the earnout period, and plans to explore new projects or roles. The sale shows that a focused content site can scale on clear data, member support, and flexible content strategy.