In a landmark move for the creator economy, Stan Store, a leading platform for creators to monetize their digital products, has secured a significant investment from Steven Bartlett, the entrepreneurial powerhouse behind The Diary of a CEO, one of the world’s most influential business podcasts.
Bartlett, who boasts 10.5 million YouTube subscribers and a massive following across platforms, has taken a double-digit stake in the company, signaling a bold step forward for creator-focused products. In an industry where strategic partnerships are as valuable as gold — or perhaps even diamonds — this collaboration could redefine how creators build and scale their businesses online.
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Steven Bartlett: The Media Maverick Going Solo
For those unfamiliar, Steven Bartlett is not just a podcaster but a serial entrepreneur and investor who has built a formidable media empire. His podcast, The Diary of a CEO, ranks among the top globally, with Forbes reporting that it hit one billion total streams and drew 50 million monthly listeners in December 2024.
Bartlett’s ability to attract high-profile guests like Simon Cowell, Boris Johnson, and Richard Branson has cemented his reputation as a thought leader in business and self-improvement.
Recently, streaming giants offered him an estimated $100 million to secure exclusive rights to his podcast, an offer akin to the deal once proposed to Joe Rogan. True to his independent spirit, Bartlett turned down the deal, opting instead to build his media empire on his own terms.
Bartlett’s investment in Stan Store, announced recently, is more than just financial backing. Through his marketing and communications company, Flight Story, he’s taking an active role in helping creators grow on the platform.
As he told Forbes, “This isn’t passive. I’ll be sharing lessons, business advice, and exclusive opportunities with Stan creators.” His hands-on approach and massive audience make this partnership a potential game-changer for Stan Store, which has already achieved a reported $30 million in annual recurring revenue (ARR).
The Stan Challenge: A Traffic Surge and a Site Crash
To celebrate the partnership, Stan Store and Bartlett launched the Stan Challenge on May 27, 2025, a high-stakes initiative designed to empower creators to build and grow their online businesses.
The challenge offers participants a 45-day free trial of Stan Store, 30 days of business coaching from Bartlett and co-founder John Hu, weekly prompts, and step-by-step support to launch digital products.
The grand prize? A whopping $100,000 cash, a one-year Stan Pro subscription (valued at $1,200), a one-hour mentorship session with Bartlett and Hu (valued at $10,000), and an all-expenses-paid trip to a live Diary of a CEO taping in London (valued at $7,000).
The response was overwhelming. With Bartlett’s 2 million LinkedIn followers and a broader social media reach in the millions, the challenge announcement drove a massive traffic surge to Stan Store’s website, causing it to crash temporarily under the influx.
This frenzy underscores Bartlett’s influence and the excitement surrounding creator-focused platforms like Stan, which simplifies monetization by offering a “link-in-bio” solution for digital products, subscriptions, and coaching.
Why This Partnership Matters
Partnerships like this are rare and invaluable in the creator economy. Stan Store’s platform is designed to make monetization seamless, allowing creators to consolidate their products into a single, user-friendly link. Bartlett’s involvement brings not only capital but also credibility and visibility.
His track record — building Social Chain into a $200 million company, launching The Diary of a CEO, and investing in innovative ventures like Thirdweb and Flight Story — positions him as a mentor uniquely suited to guide creators.
However, Stan’s approach to testing, experimentation, and innovation feels almost nostalgic, reminiscent of the early days of digital marketing.
While competitors like Shopify are scaling with advanced tech stacks, Stan’s focus on simplicity and community-driven growth harks back to a time when hustle and hands-on guidance trumped over-engineered solutions.
This “back-to-basics” ethos, paired with Bartlett’s modern marketing savvy, could be the secret sauce that sets Stan apart.
The Challenge’s Core Objective: Building Habits
The Stan Challenge isn’t just about flashy prizes; it’s a strategic move to onboard creators and instill long-term habits. The 30-day coaching program is designed to “hook” participants on Stan’s platform by guiding them through the process of designing, publishing, and promoting digital products.
By fostering daily engagement through the Challenge Hub, where creators receive guidance from Bartlett and Hu and connect with a community of peers, Stan aims to make its platform an indispensable part of their workflow. The goal is clear: turn a 10- or 30-day trial into a lifelong commitment to the platform.
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Looking Ahead: A Diamond in the Creator Economy
Bartlett’s investment and the Stan Challenge mark a pivotal moment for Stan Store and the broader creator economy. With his media clout and entrepreneurial expertise, Bartlett is poised to amplify Stan’s mission to empower creators to monetize effectively.
While the site crash was a hiccup, it’s a testament to the hype surrounding this partnership. As Stan continues to innovate and Bartlett leverages his platform to mentor creators, this collaboration could shine as brightly as a diamond in an increasingly competitive landscape.
For creators looking to seize this opportunity, the Stan Challenge is open to residents of multiple countries, including the US, UK, Canada, and Australia. To enter, simply sign up for a free Stan Store trial and launch a digital product. With $100,000 and a chance to learn from one of the world’s top entrepreneurs on the table, the question isn’t whether to join—it’s how fast you can get started.
Sources: Forbes, Stan Store , X posts
