How the Try Guys took their YouTube channel and turned it into a media company and a TV deal

Digiday 04 May 2021 04:01
try guys
May 4, 2021 by Kayleigh Barber

The Try Guys brand was formed in 2014 by four BuzzFeed producers who wanted to be funny on their company’s YouTube channel.

Within four years, the group — Ned Fulmer, Keith Habersburger, Zach Kornfeld and Eugene Lee Yang — realized the brand had enough of a fanbase to buy the rights from BuzzFeed and set out on their own.

Now the Try Guys’ company, 2nd Try, has a staff of nearly two dozen, a YouTube channel with more than 7.5 million subscribers, numerous product lines (including hot sauces, teas and a cookbook), a movie, and an upcoming special on the Food Network, all of which have come to fruition since 2018.

In the fourth and final episode of the Digiday Podcast’s creator series, Fulmer, Habersberger and Kornfeld talk about how passion is key to growing their company earnestly and organically and how being independently owned allows each other the flexibility for experimentation.

Here are a few highlights from the conversation, which have been lightly edited for length and clarity.

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YouTubeNed FulmerKeith HabersburgerZach KornfeldEugene Lee Yang
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