If you’re serious about buying a business in 2026, you’ve almost certainly come across Codie Sanchez and Contrarian Thinking. With over 1 million newsletter subscribers, a New York Times bestselling book, and a portfolio of dozens of acquired companies, Sanchez has become one of the most influential voices in the Entrepreneurship Through Acquisition (ETA) movement — and for good reason.
We’ve spent months analyzing ETA programs, talking to members, reviewing deal outcomes, and helping buyers finance their acquisitions with SBA loans. Our verdict: Contrarian Thinking is one of the two programs we actively recommend alongside Acquisition Ace. Here’s why.
Who Is Codie Sanchez? A Pioneer of the ETA Movement
Codie Sanchez isn’t another internet business guru selling theory. She’s a former Wall Street executive who spent 15 years managing billions of dollars at some of the most prestigious financial institutions in the world — then walked away to buy “boring” businesses on Main Street.
Her credentials speak for themselves:
- 15 years on Wall Street — Investment roles at Goldman Sachs, Vanguard, State Street, and First Trust
- Head of Latin America Investments at First Trust, managing institutional-scale capital
- MBA from Georgetown University with international accreditations from ESADE (Spain) and FGV/EBAPE (Brazil)
- New York Times bestselling author of “Main Street Millionaire” — the definitive guide to buying small businesses
- Robert F. Kennedy Journalism Award recipient
- Active portfolio of 30+ acquired businesses across multiple industries
- 1M+ weekly newsletter subscribers — the largest audience in the business acquisition space
What makes Sanchez special in the ETA world is that she actually does what she teaches. She’s not a retired professor theorizing about acquisitions — she’s actively buying, operating, and scaling businesses while teaching others to do the same. She’s widely regarded as one of the pioneers who brought the concept of buying small businesses to mainstream audiences, making ETA accessible to everyday entrepreneurs, not just MBA grads and search fund investors.
What Is Contrarian Thinking?
Contrarian Thinking is Codie Sanchez’s comprehensive business acquisition platform. The core philosophy: instead of spending years building a startup from scratch (with a 90% failure rate), you buy an existing, cash-flowing business and scale it.
Sanchez calls this the “Main Street Millionaire” strategy — acquiring “unsexy” businesses like laundromats, HVAC companies, car washes, plumbing businesses, and service companies that generate consistent cash flow. These aren’t glamorous tech startups, but they’re the backbone of the American economy and they make their owners wealthy.
The platform has grown into a full ecosystem for business buyers, offering education, community, deal flow, coaching, and live events — everything you need to go from “interested in buying a business” to “closed my first acquisition.”
Contrarian Thinking Programs: A Complete Breakdown
The Academy — For Aspiring Business Buyers
The Academy is the flagship program and the one most new members start with. It’s designed to take you from zero acquisition experience to confidently evaluating, negotiating, and closing your first deal. The curriculum includes:
- Acquisition Foundations Course: Deep training on business valuation, due diligence frameworks, deal structuring, and negotiation tactics
- Step-by-step acquisition playbooks: Battle-tested processes for finding, analyzing, and closing on businesses — not theory, but actual workflows used by successful buyers
- Deal flow tools and sourcing strategies: Resources for finding off-market deals, evaluating broker listings, and building your pipeline
- Private community access: Forums where members share deal reviews, ask questions, and connect with experienced buyers who’ve already closed
- Live coaching calls: Regular sessions with acquisition experts who review real deals, answer questions, and provide personalized guidance
- Legal and financial templates: Ready-to-use NDAs, LOIs, due diligence checklists, and closing documents — saving thousands in legal fees
- SBA loan guidance: Training on how to finance acquisitions with SBA 7(a) loans, including what lenders look for and how to structure deals for approval
What sets the Academy apart from competitors is the practical, implementation-focused approach. Every module is built around action — you’re not just learning theory, you’re building your deal pipeline and evaluating real opportunities as you progress through the program.
The Boardroom — For Existing Business Owners
Once you’ve acquired a business (or if you already own one), the Boardroom helps you scale it. This is where Contrarian Thinking really differentiates itself — most acquisition programs stop at “how to buy.” The Boardroom covers:
- Growth operating system: Frameworks for systematically scaling revenue and operations
- Expert coaching from operators: Not theory — advice from people actively running multi-million dollar businesses
- Peer councils: Mastermind-style groups of fellow owners for accountability, problem-solving, and partnership opportunities
- Revenue and margin optimization: Strategies for increasing profitability, reducing costs, and building enterprise value
- Exit planning: Preparation for eventual sale or succession — maximizing your business’s value when it’s time to move on
- Portfolio expansion: How to acquire additional businesses and build a holding company strategy
Main Street Millionaire Live Events
Contrarian Thinking hosts in-person workshops and conferences that are consistently rated as some of the best events in the ETA space. These aren’t fluff conferences — they’re intensive, deal-focused gatherings where members network with fellow buyers, meet sellers, connect with lenders, and work through live deal reviews with experienced operators.
The live events are where many members report making the connections that ultimately lead to their first acquisition. In business buying, relationships matter enormously, and Contrarian Thinking events attract serious, action-oriented buyers.
Free Resources: Newsletter and Content
Even before joining a paid program, Contrarian Thinking provides exceptional free content:
- Contrarian Thinking Newsletter (Thursdays): Weekly deep dives on business acquisition strategies, deal breakdowns, and wealth-building insights — read by over 1 million subscribers
- Main Street Minute (Tuesdays): Quick-hit updates on opportunities, market trends, and actionable tips for business buyers
- YouTube and social media: Regular video content breaking down real deals, interviewing successful buyers, and demystifying business ownership
The free content alone is more valuable than many paid courses in the space. If you’re on the fence, start with the newsletter — it’ll give you a clear sense of Codie’s teaching style and the Contrarian Thinking philosophy.
Why We Recommend Contrarian Thinking
At GoSBA Loans, we work with business buyers every day. We’ve helped fund $320 million+ in SBA loans across hundreds of deals, and we see firsthand which buyers are best prepared to successfully acquire and operate businesses. Members of quality ETA programs consistently stand out — they understand deal structure, know what lenders are looking for, and close faster.
We recommend two programs above all others: Acquisition Ace and Contrarian Thinking. Here’s what makes Contrarian Thinking exceptional:
- Codie Sanchez walks the walk. She’s not just teaching — she’s actively acquiring and operating businesses. Her portfolio of 30+ companies means the strategies she teaches are tested in real time, not recycled from a textbook.
- The community is world-class. With the largest audience in the ETA space, Contrarian Thinking attracts serious, high-caliber buyers. The peer network alone is worth the investment — members regularly partner on deals, share due diligence insights, and refer opportunities to each other.
- Full lifecycle support. Most programs teach you how to buy. Contrarian Thinking teaches you how to buy, operate, scale, and eventually exit. The Boardroom program for existing owners is something very few competitors offer.
- Proven track record. 4.9 out of 5 stars on Trustpilot with hundreds of reviews. Members consistently report closed deals, successful operations, and life-changing outcomes.
- The Main Street philosophy works. Buying boring, cash-flowing businesses is the most reliable path to wealth through entrepreneurship. Sanchez didn’t invent this concept, but she’s done more than anyone to make it accessible and actionable for everyday people.
Contrarian Thinking Pricing
Contrarian Thinking doesn’t publicly list prices on their website — you’ll need to apply or book a call to get current pricing. Based on industry analysis and member feedback, expect:
- Academy (Core Program): Several thousand dollars — competitive with other premium acquisition programs
- Boardroom (Owners): Mid-to-high four figures — reflects the advanced, ongoing nature of the coaching and community
- Premium/VIP Tiers: Five-figure range — includes personalized coaching, priority deal review, and exclusive access
- Live Events: Additional cost for Main Street Millionaire conferences and workshops
Is it expensive? Yes — but consider the context. You’re learning to make six-and-seven-figure business acquisitions. The cost of the program is a fraction of what poor due diligence or bad deal structure would cost you. Members who successfully acquire even one business typically see ROI that dwarfs their program investment within the first year of ownership.
What Members Say: Real Reviews and Results
Contrarian Thinking maintains a 4.9 out of 5 star rating on Trustpilot, which is remarkable for a premium educational program. Here’s what members consistently highlight:
Deal Confidence
Members repeatedly mention that the program gave them the confidence and frameworks to evaluate deals objectively. Instead of guessing whether a business is worth buying, they have systematic processes for analysis, due diligence, and negotiation.
Community and Networking
The peer network is consistently cited as one of the most valuable aspects. Members connect with fellow buyers, share insights on specific deals, and form partnerships. Several members report finding their acquisition targets through community connections.
Coaching Quality
The coaching team receives consistently high praise. Members appreciate the responsiveness, depth of knowledge, and genuine investment in member success. The live deal review sessions are frequently mentioned as game-changing moments.
Practical Implementation
Unlike programs heavy on theory, Contrarian Thinking members highlight the practical, action-oriented nature of the curriculum. Templates, playbooks, and step-by-step processes allow members to start taking action immediately.
Contrarian Thinking vs. Other ETA Programs
How does Contrarian Thinking compare to other programs in the business acquisition education space?
| Feature | Contrarian Thinking | Acquisition Ace | Acquisition Lab | SearchFunder |
|---|---|---|---|---|
| Target Deal Size | $100K–$10M | $500K–$5M | $1M–$10M | $5M–$50M+ |
| Best For | First-time buyers, Main Street | SBA-financed acquisitions | Experienced searchers | Institutional search funds |
| Community Size | Largest in ETA | 2,000+ | Moderate | Moderate |
| Post-Acquisition Support | ✅ Boardroom | ✅ Coaching | Limited | Limited |
| SBA Loan Training | ✅ Yes | ✅ Deep | Basic | Minimal |
| Live Events | ✅ Premium | ✅ Yes | ✅ Yes | Annual |
| Trustpilot Rating | 4.9/5 ⭐ | 4.9/5 ⭐ | N/A | N/A |
| Our Recommendation | ✅ Highly Recommended | ✅ Highly Recommended | Good for larger deals | Institutional only |
Our take: For Main Street business acquisitions financed with SBA loans, we recommend both Contrarian Thinking and Acquisition Ace. They complement each other well — Contrarian Thinking excels at building the “Main Street Millionaire” mindset and providing the largest buyer community, while Acquisition Ace offers deeper SBA-specific training and hands-on coaching for first-time buyers. Many serious buyers join both.
Who Should Join Contrarian Thinking?
Contrarian Thinking is ideal for:
- First-time business buyers who want a structured, proven framework for their first acquisition
- Corporate professionals looking to transition from W-2 employment to business ownership
- Action-oriented entrepreneurs who will implement what they learn, not just consume content
- Portfolio builders planning to acquire multiple businesses over time
- Existing business owners who want to scale operations or acquire complementary businesses
- Anyone inspired by the “boring business” thesis — laundromats, car washes, service companies, HVAC, plumbing, etc.
It may not be the best fit for:
- Passive investors seeking completely hands-off returns — business ownership requires active involvement
- Those without acquisition capital — you’ll need funds for down payments (though SBA loans cover up to 90% of purchase price)
- Large-scale institutional searchers — programs like SearchFunder may be more appropriate for $20M+ deals
How to Finance Your Acquisition After Joining
Education is the first step. Financing is what actually gets you to the closing table.
At GoSBA Loans, we specialize in SBA 7(a) loans for business acquisitions — the same type of financing that most Contrarian Thinking members use to fund their deals. Here’s what we bring to the table:
- $320M+ funded in 2025 across hundreds of successful business acquisitions
- 50+ lender network — we match you with the best lender for your specific deal, industry, and profile
- Free business plans and financial projections — a $2,500–$5,000 value that most brokers charge for
- No deposits, no exclusivity agreements — you keep your options open
- Expert guidance on deal structure, seller notes, and SBA requirements
Whether you’re a Contrarian Thinking member ready to close on your first deal or an experienced buyer looking for better financing terms, we’re here to help you get funded.
Get Your Free SBA Loan Consultation →
Frequently Asked Questions
Is Contrarian Thinking worth the money?
Yes. For serious business buyers, the combination of Codie Sanchez’s real-world expertise, the comprehensive curriculum, active community, and proven track record makes Contrarian Thinking one of the best investments you can make before acquiring a business. The cost is a fraction of what poor deal structure or inadequate due diligence would cost you.
Is Codie Sanchez legit?
Absolutely. Codie Sanchez has 15 years of verifiable Wall Street experience at Goldman Sachs, Vanguard, State Street, and First Trust. She holds an MBA from Georgetown, is a New York Times bestselling author, and actively owns and operates 30+ businesses. She’s one of the most credible voices in the business acquisition space.
What is the Contrarian Thinking refund policy?
Contact Contrarian Thinking directly for their current refund and guarantee policies. Premium educational programs typically offer satisfaction guarantees or trial periods.
Can beginners succeed with Contrarian Thinking?
Yes — the Academy is specifically designed for first-time business buyers. Many successful members came from corporate backgrounds with zero acquisition experience. The structured curriculum, coaching, and community support make the learning curve manageable for beginners who are willing to put in the work.
What types of businesses does Contrarian Thinking focus on?
The program focuses on “boring” but profitable Main Street businesses — service companies, laundromats, car washes, HVAC companies, plumbing businesses, vending routes, and similar cash-flowing enterprises. These businesses may lack glamour, but they generate consistent returns and can often be acquired with SBA financing.
How does Contrarian Thinking compare to Acquisition Ace?
Both are excellent programs that we recommend. Contrarian Thinking offers the largest community in the ETA space and excels at building the acquisition mindset, while Acquisition Ace provides deeper SBA loan-specific training and hands-on deal coaching. Many serious buyers join both programs for maximum support.
Do I need an SBA loan to buy a business through Contrarian Thinking?
Not necessarily, but SBA 7(a) loans are the most common financing vehicle for Main Street business acquisitions. SBA loans let you acquire a business with as little as 10% down, making business ownership accessible without millions in personal capital. Contact GoSBA Loans to learn if you qualify.
Is Contrarian Thinking a scam?
No. Contrarian Thinking is a legitimate educational platform backed by Codie Sanchez’s verifiable Wall Street career, active business portfolio, NYT bestselling book, and 4.9/5 Trustpilot rating from hundreds of real members. It’s one of the most established and well-regarded programs in the business acquisition education space.
