The Rise of Sam and Colby: Building a Multimillion Apparel Empire from Friendship

Sam Golbach and Colby Brock, once introverted high school students from Kansas, discovered an unusual path to friendship by exploring local abandoned sites.

Their adventures formed the cornerstone of a diverse and successful media company that earned them approximately $20 million last year, according to documents shared with Business Insider.

From Vine to YouTube Stardom

Initially gaining attention as teens on the Vine platform, Golbach and Brock engaged audiences with public antics and humorous skits. Now, nearly ten years later and at the age of 28, they've embraced uniqueness through long-form YouTube content amidst a trend favoring shorter videos, alongside launching a clothing line.

Recognizing the fleeting nature of online fame, they aim to broaden their ventures beyond their 14 million YouTube followers.

Expanding Horizons Through Paranormal Pursuits

Over the years, their content evolved from exploring derelict places to delving into the supernatural, including an investigation at Mexico City's Island of the Dolls. This thematic shift led to experiential business ventures, such as acquiring a haunted school in Iowa for filming and public tours, and planning an escape room experience at The Escape Hotel in Los Angeles.

Golbach asserts that fostering a close-knit community has been crucial for their decade-long success on YouTube.

The Apparel Line: XPLR's Strategic Journey

In 2017, Golbach and Brock introduced their clothing brand, XPLR, in collaboration with retail partner Fanjoy. They purposely refrained from plastering their faces on the products, aspiring instead to create a brand that held 'genuine significance,' reflecting their friendship's origins.

By the end of 2022, they pivoted from selling merchandise to genuine apparel, branching into items like mugs, jewelry, and footwear, and brought XPLR operations in-house.

Retail Success Amplified by High Demand

Online sales generated $7.7 million in 2024, but entering physical retail through partnerships with Zumiez and Hot Topic became a major revenue amplifier, contributing $5.3 million.

Golbach recalled a significant fan reception at a Zumiez event at Mall of America, where nearly 10,000 attended, marking it as an unforgettable experience.

Scaling Operations and Doubling Workforce

As their brand grew, so did their infrastructure, expanding from eight to sixteen employees in 2024. The company's Chief Operations Officer, Kong Pham, has played a pivotal role in assembling the team.

Brock describes the entrepreneurial journey as an intense learning curve, encompassing leadership development and cultivating a self-sustaining work culture. The business uses Slack to manage its largely remote team specializing in content, merchandise, and administration.

Expanding Content and Revenue Streams

Recently, they increased their worldwide reach by adding Spanish-language dubs to their content, leading to the largest jump in YouTube engagements and ad earnings in a single day.

Although content remains the core facilitator for other business sectors, brand partnerships accounted for only $900,000 of last year's income, as they prefer developing proprietary brands, aligning with a broader trend among top creators.

Pioneers in Transition: From YouTube to Big Screen

Ahead of their time, Golbach and Brock ventured into full-length productions, a rarity amid the rising popularity of concise digital formats since 2020.

During Halloween 2023, they aligned with Cinemark to give 'A Week at the Conjuring House' a theatrical release across 170 locations before launching it online. In 2024, 'Sam and Colby: The Legends Of The Paranormal' premiered at the TCL Chinese Theatre and ranked sixth at the box office, later showing in 350 cinemas.

Brock mentioned ongoing discussions with major production entities for future projects. Golbach believes in a shifting creator economy, with more influencers collaborating with Hollywood. They promise more cinema appearances, significantly altering their approach.

Understanding Sam and Colby’s 2024 Financial Landscape

A financial analysis reveals: XPLR online sales brought in $7.7 million, retail sales reached $5.3 million, YouTube AdSense contributed $3.9 million, theatrical ventures earned $1.4 million, brand sponsorships summed $900,000, and their XPLR Club subscription service produced $640,000.