7 People Making $5M-$10M From Weird Hobbies
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this episode, venture partner Billy Libby from Slow Ventures explores the untapped potential of creator-led businesses and the rise of the "creator middle class." He shares fascinating case studies of niche creators building $50-100 million companies—from Jonathan Katz Moses raising $2M for his woodworking tools empire (09:21) to Five Marys Ranch scaling from restaurant tours to a multi-million dollar ethical meat operation (16:08). Libby reveals how creators like Doug DeMuro have facilitated over $450 million in car sales (04:03) and breaks down the secret formula: building authentic audience trust over years, identifying white space in passion categories, and developing products that serve genuine community needs rather than just monetizing attention.
Speakers
Billy Libby
Venture Partner at Slow Ventures and former team member at The Chernin Group. He's led investments in breakthrough creator-led businesses including Jonathan Katz Moses' Kilometers Tools ($6M revenue), and has deep expertise in identifying "creator middle class" entrepreneurs who build scalable ventures from niche communities. His background spans both growth-stage and early-stage investing in the creator economy.
Sam Parr (Host)
Founder and former CEO of The Hustle (sold for ~$27M), current founder of Hampton ($10M+ revenue). Serial entrepreneur who built multiple media and business communities from near-zero capital, author of business insights for ambitious professionals.
Key Takeaways
Build Trust for Years Before Launching Products
Successful creator businesses require 4-6 years of building authentic audience trust in a specific niche before launching products. Jonathan Katz Moses spent years establishing credibility in woodworking before launching his $6 million tool business, while Mary at Five Marys documented her ranch-building journey for years before selling beef subscriptions. (23:38) The creators with venture-scale potential are those who become trusted voices of authority in their categories over extended periods.
Focus on Passion Categories with Product-Market Fit
Choose niches that combine your genuine passion with clear bottom-of-funnel products. Doug DeMuro's car obsession led to Cars & Bids generating $450 million in vehicle sales, while Larry from Ammo NYC turned car detailing passion into a celebrity clientele and product empire. (04:02) Avoid purely entertainment content—funny creators often struggle to monetize because audiences won't transact for products unrelated to the content.
Start with iPhone Content, Scale with Intention
Begin creating content immediately with basic equipment—Mary shoots everything on iPhone and built a venture-scalable ranch business. (35:37) However, match production quality to your audience expectations: Larry's high-end car content requires professional lighting for million-dollar vehicles, while Detail Geek's muddy truck transformations work perfectly with simpler setups.
Take Strategic Shots on Goal
Once you establish core business success, systematically test adjacent products that feel authentic to your audience. Jocko Willink moved from leadership courses to tactical apparel to JockoFuel supplements—each expansion leveraging his military credibility. (26:04) The key is prioritization: ensure you have operators managing existing revenue streams before pursuing new opportunities.
Target Underserved Enthusiast Markets
Look for passionate communities spending significant money but lacking creator-led brands: everyday carry (knives, wallets, watches), chess instruction, Brazilian jiu-jitsu training, and second amendment education all represent massive opportunities. (50:02) These audiences will pay premium prices for products from creators they trust as authentic practitioners in their field.
Statistics & Facts
- Jonathan Katz Moses' woodworking tool business does around $6,000,000 in revenue with only 600,000 YouTube subscribers and one video per month output frequency (Slow Ventures investment discussion). (09:21)
- Doug DeMuro has sold approximately $450,000,000 worth of vehicles through Cars & Bids since launch (Chernin Group venture partner estimate). (04:03)
- Five Marys Ranch operates with 600 acres and 600 cattle, built from 400,000 Instagram followers (ranch business case study). (16:55)
