
Welcome to my 2025 Annual Review, which marks my eleventh year of working for myself in this little corner of the internet. I guess that makes me something of a veteran in this online, creator space. (I certainly feel like a dinosaur next to all the kids half my age cranking out viral memes!).
As I say every year, I’m extremely grateful that I get to do what I do. I love the work and being my own boss is the best. Being able to choose what projects to work on and how to spend my time (on work, parenting, or fun) will never get old.
Overall though, 2025 was a bit of a strange and challenging year. A mix of highs and lows. Momentum one week. No momentum the next. Fit and healthy. Sick and tired. Two steps forward, one step back.
It’s naive to expect progress to always be linear—up and to the right—and this year proved so. Things didn’t pan out as I expected with my membership program, which was disappointing. But the new course I launched in October was the standout work highlight of the year and injected some fresh momentum back into my business.
So I feel content as we start this new year. I have a wonderful family, I’m in good health, I love where we live, and my work is still interesting. I’m excited, hopeful, and optimistic that 2026 will be a good year, better than 2025.
2025 Highlights
Evolution of Google Sheets: AI and Tables
The rise of AI continued through 2025 and firmly established itself in our Google Sheets workflows. From the Gemini sidebar to the dedicated AI function, AI is now available and useful in many scenarios.
Personally, I use the Gemini browser app for Apps Script coding and formulas, the Gemini sidebar for formulas, basic data analysis, and conditional formatting, and the AI function for any kind of text analysis.
My favorite demonstration of the power of these AI tools within our Sheets workflows is some variation of an automated response tool: data comes into our Sheet (e.g. from a Google Form), we use Tables (which I recommended highly) and the AI function to analyze it. Then we use Gemini to write the code to automate the process of responding via Gmail. This video shows the process in detail:
Looking forward to 2026, I expect we’ll see many more automated and AI-enhanced workflows like this, especially with Google Workspace Studio, announced late last year.
AI is lowering the barrier to entry for many folks and removing the “syntax hurdle” that trips up so many beginner coders. It’s incredible to have a front row seat to watch this happen.
Modern Google Sheets Course + Workshops
After taking a break from creating courses in 2024, I launched Modern Google Sheets in the fall of 2025. It’s designed to help you work faster, smarter, and more confidently with Google Sheets in the AI era.

I thoroughly enjoyed creating this course and teaching the live workshops.
The course launch was successful and the whole process, from the research through to the live workshops, was super rewarding. It’s got me fired up for more courses and teaching in 2026.
Google Sheets Tips Newsletter
I sent 42 newsletters this year, starting with issue 329 and finishing with issue 370.
It goes out to around 53,000 readers each week and about 21,000 folks open and read it. I’m still amazed that I get to share ideas with so many of you. Thank you for reading!
If you’re not a reader, why not sign up today?
If you’re interested in sponsoring an issue and getting your company in front of these professionals, you can find all the sponsorship details here.
Sheets Insiders Work
Although the Sheets Insiders membership closed at the one-year anniversary (see challenges below), I was proud of the community and work we did together during the year.
Highlights included:
1) the live workshops (especially the Apps Script series when we built an internal add-on)
2) geeking out on Google Sheets, especially the chart tool. It was interesting to see how far it can be pushed. Probably my favorite chart of the year was this Ikea chart that combined columns and areas, using sinusoidal math equations to get the curved effects.

3) I enjoyed experimenting with familiar functions for some of the weekly tutorials, such as this gradient sparkline with a text overlay (achieved with array literals):

Personal Highlights
Although 2025 did not have as many outdoor adventures as I’d hoped, there were some gems in there, including:
- Sugarloaf bikepacking trip in March
- Family trip to Charleston for my son’s science fair competition and a visit to the New River Gorge National Park on the way home
- A 2-day backpack on a local section of the Appalachian Trail with my boys
- Finishing the Harpers Ferry adventure race with my neighbor
- A 32-mile day hike in the mountains from my doorstep
- A wonderful vacation to the Massanutten mountains with Lexi, for a few days of epic hiking and kid-free relaxing
- A cruise through Alaska’s Inside Passage with my wife’s family. The scenery and wildlife were spectacular (see the pic at the top of this post)!
And finally, I truly love the little town we live in. It’s a cute, historic mountain town with beautiful scenery, abundant history, and great recreational opportunities. I feel incredibly lucky to call this place home.

2025 Challenges
Membership Growth
I found it very challenging to grow the membership once the initial launch and Black Friday push were over.
I promoted it frequently in my newsletter, talked about the live workshops, mentioned it in my social media posts, but the numbers hardly budged.
Ultimately, I decided to shut the membership down at the end of the first year and shift my focus back to my bread-and-butter: teaching courses.
Viewed as a one-year project, the membership experiment was a moderate success. The revenue was comparable to a new course, the research was super interesting, and the teaching was extremely rewarding.
However, viewed as a long-term business shift from a course model to a subscription model, obviously it failed. But that’s ok. That’s what business is all about. Trying things and seeing what works.
I have a pretty good sense of why it didn’t work:
- It wasn’t differentiated enough from the regular weekly newsletter, so people couldn’t see the value clearly enough.
- Many successful memberships lean into the community, not content, as the unique value proposition. But I have always preferred content creation, solving problems, and teaching. I realized early on that I didn’t want to run an online community. Ergo, the course model is a better fit for me.
- So many products are now subscription based (dishwasher tablets! all our media! meal kits!) that a lot of us (me included!) have subscription fatigue. I’m sure this was a factor.
- I didn’t develop the content plan very strategically, so it was scattered across many different areas (Sheets, AI, Apps Script automation, Looker Studio). It would have been improved with a better content roadmap. And this is where a course is actually a better vehicle for delivery. A course covers a topic or tool in detail and the lessons build on each other. And the customer knows exactly what they’re getting.
- Finally, for me personally, the weekly publishing cadence became a burden. I love writing my weekly newsletter so I thought the same approach would work well for the membership. But creating a detailed tutorial with video and/or live workshops every week was on a different scale. It was a lot of work and at times I felt like I was running on a hamster wheel.
Declining web traffic

Unsurprisingly, and like just about every other creator I’ve spoken to, organic traffic continues to decline year-on-year.
My website peaked in 2021 with around 2 million visitors and over 4 million page views.
And in 2025? Just under 1 million visitors and 1.3 million page views.
Unfortunately, I don’t see this trend reversing. Traditional long-form articles are in terminal decline. They’ll still exist and be useful as niche references, but they’ll never reach the scale of the pre-AI era.
Stalled newsletter growth
My newsletter growth has traditionally all come from organic traffic to the website, where visitors then signed up for my newsletter. With the declining traffic, this has led to a drop in newsletter signups.
There are still enough people signing up to mitigate the folks who naturally unsubscribe, so the newsletter audience is not shrinking. But it’s not really growing either. Something I need to address in 2026.
Personal Challenges
This year, I had a few sizable chunks of time on the sidelines due to health issues. One was elective—sinus surgery in March to improve my breathing—but others were definitely not. I had a bout of pneumonia that landed me in hospital in May. And, in general, my anxiety has been much worse this year than ever before. It crept up before the surgery and has never really gone away, sustained in part by what’s going on in the wider world.
Unfortunately, the pneumonia in May resulted in us missing our big trip of the year to visit my UK family. We had a wonderful trip planned to go hiking in the Austrian Alps with three generations of the Collins family. So it was particularly devastating to cancel this trip. It’s so hard to get everything lined up and our window for doing a trip like this is finite.
Again—and I write this every year—the other big challenge of the year was balancing parenting with the rest of life. My wife and I both run our own small businesses and share the parenting load. We’re also both fanatical about staying fit and healthy. But it’s so tricky impossible to balance these competing demands with our limited time and energy. We try though! 🙂
Looking Forward To 2026
Work Goals
I’m excited to work on some new courses again this year and continue teaching the Modern Google Sheets workshops.
I’m aiming to run at least 4 launches this year:
- Q1: New course 1
- Q2: relaunch the live workshops for Modern Google Sheets
- Q3: New course 2
- Q4: Black Friday and Modern Google Sheets live workshops
What are these new courses?
Well, the first one will focus on Gemini and building agents and AI automations for Google Workspace. It won’t be exclusively about Sheets.
And I have a few course ideas for later in the year, so we’ll see how things pan out and what makes the most sense.
Non-Work Goals
- Visit my brother and his family in Australia and take a hiking/packrafting adventure trip together
- Visit my family in the UK
- Take the boys on more adventures
- Hike the full 71-mile loop of the Massanutten Mountain Trail (it’s been on my list for years)
- Learn how to fly fish (I tried it for the first time last year and would love to try again)
- Build more of a local community to go on adventures
Thank You!
Thank you for your support on this journey.
A huge thank you if you read my newsletter or taken one of my online courses. I hope they’re helpful to you!
Best wishes for 2026!
Previous years
- 2024 In Review And A Look Forward To 2025
- 2023 In Review And A Look Forward To 2024
- 2022 In Review And A Look Forward To 2023
- 2021 In Review And A Look Forward To 2022
- 2020 In Review And A Look Forward To 2021
- 2019 In Review And A Look Forward To 2020
- 2018 In Review And A Look Forward To 2019
- 2017 In Review And A Look Forward To 2018
- 2016 In Review And A Look Forward To 2017
- 2015 In Review And A Look Forward To 2016



















