The Profit Season 4 – Marcus Is Back!
Season 4 of The Profit with Marcus Lemonis premiered in June 2016 on CNBC, and it immediately became the most exciting season yet. With four seasons under their belt, Marcus and the production team had perfected the format — delivering intense, authentic, emotionally resonant business transformation stories that kept millions of viewers riveted every week.
Season 4 featured a diverse range of companies across multiple industries and geographic locations. Marcus put his own money on the line once again for businesses in fashion, food, retail, surf culture, and more. The deals were bigger, the stakes were higher, and the emotional intensity was off the charts.
Season 4 Company List
Here are the businesses featured in Season 4, with links to our full reviews where available:
- 1-800-Car-Cash – A car buying service Marcus fully acquired →
- Hip Pops – Gourmet ice cream pops in Atlanta, GA →
- Windward Boardshop – Surf and skate shop in Oahu, Hawaii →
- DiLascia – Luxury leather jacket company in Los Angeles →
- Honest Foods Catering – Farm-to-table catering in Chicago →
- Inkkas – Handcrafted fair trade footwear company
- KooBeri – Premium frozen yogurt franchise
- NY Elegant Fabric – Designer fabric retailer in New York
Season 4 Highlights
Season 4 was notable for several reasons:
- The 1-800-Car-Cash Deal: One of the rare cases where Marcus moved from investor to full owner, taking complete control of the company
- Hawaii Episode: The Windward Boardshop episode took Marcus to Oahu — beautiful location and a compelling retail turnaround story
- DiLascia Drama: The luxury fashion episode was filled with tension as Marcus navigated the complex world of high-end leather goods and a proud founder
- Marcus's Emotional Investment: Several Season 4 episodes saw Marcus become personally invested in the lives of the business owners in ways that went beyond just the deal
Viewer Reaction to Season 4
Fans responded enthusiastically to Season 4. Ratings remained strong throughout the season and audience engagement on social media was higher than ever. The businesses featured received tremendous attention — the "Profit Effect" was at its peak during Season 4, with featured companies reporting surges in web traffic, social media followers, and customer inquiries.
Critics also responded positively, noting that Season 4 had found the perfect balance between compelling personal stories and substantive business education. The People, Process, Product framework was now deeply embedded in viewers' minds, and many entrepreneurs credit the show with changing how they think about their own businesses.
How to Watch Season 4
Season 4 of The Profit is available to stream and purchase on Amazon Prime Video. You can also find individual episodes available through CNBC's website and app. Highly recommended for anyone who loves entrepreneurship, business turnarounds, and compelling human drama.