David Dobrik at his home Xeela Gym.
David Dobrik is a very rare person in the creative world: He became famous nine years ago and he is still at the top
Nine years is an eternity in the world of YouTube.
He’s done this by consistently creating funny content on every platform he touches: short-form video, long-form video, podcasts, etc.
It doesn’t matter where you post it. It always attracts a ton of viewers.
He brings his high energy and massive following with him wherever he goes.
And now he’s bringing that same energy to the business world.
It has had long-term success with companies like SeatGeek and Fan Joy and has done hundreds, if not thousands, of deals with other brands over the years.
But he never had ownership in any of the companies he represented.
Now, as many great creators are doing, he’s focused on taking ownership of the brands he represents.
Dobrik said: “There are so many things I could have done to set myself up for the future. One thing is with equality. With SeatGeek, there was a company that I was very much a part of. But it never, ever occurred to me to ask for equality. So I wish I had been much better.
I’ve always wondered about those “single” brand deals. When a company will come to me for an Instagram story and then disappear. I’m always like, ‘What was the point of an Instagram story?’ I’m always like, ‘Why are they doing this?’ Why not make a deal with me, where you are a bigger part of my life and there is some equity, that I post for you even when you don’t pay me.’ I think this is the best way to do it. So this prompts me to post more and more organically.
I’ve never been good at putting myself in positions where I was getting capital and also getting the money to be promoted. Now, when I do things, especially when it’s a longer relationship that I have with a company; then there will definitely be cash options and then equity.”
Dobrik has built some great relationships with founders and partnered with Happy Hour Tequila Seltzer and Xeela Fitness.
“Happy Hour is a company that came into my life a year ago. And I’m really good friends with the people there. This is a good example of a company where I liked the people. They are part of my group of friends. And I love the product. And more than anything, I love the name. The name was so good and the product tasted so great that I was like, “This has to work!” And this is another example, where I have a money deal with them. And I have some equity in it. I feel part of the company”, said Dobrik.
He also partnered with a childhood friend on the supplement company, Xeela.
He said, “It’s pre-workout and protein supplements. I just started working out and doing the Xeela diet. My friend from home (Ilya Fedorovich) started this and he is super into the gym. He works seven or eight hours a day. Everything that breathes is health. I think it will branch out and be bars and then clothing. It will be anything related to wellness. And so far, it’s going really, really well.”
He has even become a founder himself, opening his own pizza restaurant, Doughbricks.
He said: “Dough bricks came about because I’m from Chicago and I love pizza. It’s tavern style pizza, so it’s very thin. And the sauce is very sweet. Drizzle this honey glaze over it. It’s really good. And we have a pizza called, ‘The Doughy Dought brick’. And this is a Detroit-style, thicker, focaccia bread. This is really exciting. We have been working on this for two years. By mid-October, the physical location should be open. And I’m really excited. This is something that is really new to me. A physical object for a digital person. So I think it’s crazy because everything is online. Every product is always online.”
David is putting the same energy he’s put into vlogging every day, for years, into his business endeavors and with that kind of work ethic and his massive following, then he should succeed.