With Hulk Hogan and Eric Bischoff taking over TNA at the beginning of 2010, Beer Money's TV time was significantly reduced. Upon their return to Impact!, Beer Money turned heel on the March 8 episode of Impact! by first volunteering to face Jeff Jarrett in a handicap match and then defeating him after a low blow and the DWI, claiming it was the only way they were going to get noticed by the new management. Storm and Roode have since acted as Bischoff's henchmen, taking on wrestlers he's had problems with, often in two-on-one situations. At Destination X Beer Money challenged Matt Morgan and Hernandez for the TNA World Tag Team Championship, but were unable to dethrone the defending champions. At Lockdown Beer Money, along with Sting and Desmond Wolfe, represented Team Flair in the annual Lethal Lockdown match, where they were defeated by Team Hogan (Abyss, Jeff Jarrett, Rob Van Dam and Jeff Hardy). They then started a feud with the newly formed team of Jeff Hardy and Mr. Anderson, known collectively as The Enigmatic Assholes, who would go on to defeat them at Slammiversary VIII. On the following episode of Impact! Ric Flair, who had aligned himself with Storm, Roode, A.J. Styles, Desmond Wolfe and Kazarian, announced that he would reform the Four Horsemen under the new name Fourtune, stating that each of them would have to earn their spots in the group and that in order for Storm and Roode to earn their spots, they needed to become the Ole Anderson and Tully Blanchard of the group. After the TNA World Tag Team Championship was vacated in June, Beer Money entered a four–team, two–week-long tournament to decide who would get to face The Motor City Machine Guns for the titles at Victory Road. Beer Money advanced to the title match at the pay-per-view by defeating Team 3D and Ink Inc. (Jesse Neal and Shannon Moore). At Victory Road Beer Money was defeated by the Motor City Machine Guns in the match for the World Tag Team Championship. After Victory Road Beer Money entered a Best of Five Series with the Motor City Machine Guns, contested for the TNA World Tag Team Championship. Beer Money won the first two matches, a ladder match and a Street Fight, after knocking their opponents out with beer bottles. On the July 29 episode of Impact!, Ric Flair announced that Storm and Roode, who were just one victory away from becoming four–time TNA World Tag Team Champions, had earned the right to join himself, Styles and Kazarian to become the final two members of Fourtune. However, Shelley and Sabin came back to win the two following matches in the Best of Five Series, a steel cage match and an Ultimate X match, to even the score to 2–2 and set up a deciding match for the August 12 episode of Impact!. On the August 12 episode of Impact! Beer Money, Inc. was defeated in a Two Out of Three Falls match and as a result lost the Best of Five Series 2–3. Later that night Douglas Williams and Matt Morgan were added to Fourtune, as the stable attacked EV 2.0, a stable consisting of former Extreme Championship Wrestling performers. In the weeks leading to Bound for Glory, the stable's name was tweaked to Fortune to represent the expansion in the number of members in the group. At Bound for Glory Storm, Roode, Styles, Kazarian and Morgan were defeated in a Lethal Lockdown match by EV 2.0 members Tommy Dreamer, Raven, Rhino, Sabu and Stevie Richards. On the following episode of Impact! Fortune formed an alliance with Hulk Hogan's and Eric Bischoff's new stable, Immortal. At Turning Point Fortune defeated EV 2.0 in a ten-man tag team match and, as a result, EV 2.0's Sabu was released from TNA. The following month at Final Resolution, Storm and Roode returned to the TNA World Tag Team Championship picture by defeating Ink Inc. in a number one contender's match. On January 9, 2011, at Genesis, Beer Money, Inc. defeated the Motor City Machine Guns to win the TNA World Tag Team Championship for the fourth time.