Welcome to Fi$H Factor, where multi-generational grit meets visionary hustle. Mike Ungaro, CEO of San Pedro Fish Market and co-creator of the Kings of Fish TV series, lays out a strategic 10-year plan to turn a legendary single-location seafood icon into a billion-dollar empire.

From a humble 200-square-foot stand in 1956 to serving 2 million guests a year, the Fish Market has always been about more than seafood—it’s an experience. Now, Mike is doubling down on that legacy with a $20–$30 million rebuild in San Pedro, a new Monterey flagship, and a strategic goal of opening one waterfront location a year for the next decade.

It’s a vision built on tradition, scale, and the belief that you can grow big without losing what made you special in the first place.