Donut Media has been one of YouTube’s most beloved automotive channels for nearly a decade — blending humor, education, and gearhead passion into videos that reach millions. But in 2023, the company faced its biggest challenge yet: the departure of key talent, including former editor-in-chief and longtime host James Pumphrey.

So how do you rebuild one of the internet’s most iconic car brands?

You promote from within.

In this episode of The Business of Creators, we go under the hood with Nolan Sykes, Donut’s newly appointed Editor-in-Chief, as he opens up about the turbulence, the transition, and the tactical pivots that are already showing big results.

What Is Donut Media?

Founded in 2015, Donut Media started as a content studio making ad campaigns for brands like Snap-on Tools and Nissan. But the real growth came when they launched original YouTube content — starting with a history of the Nissan GTR that went viral overnight.

Today, Donut is a full-fledged media company producing:

  • Educational deep dives (like Up to Speed)
  • Car build series (HiLow)
  • News formats (The Big Three)
  • Podcasts and long-form docs
  • Physical products sold at Walmart
  • Live events for fans around the country

With millions of subscribers and over a billion views, Donut is one of the biggest automotive brands on the internet.

Inside the Shake-Up: What Happened in 2023?

According to Nolan, 2023 was an “emotionally and mentally challenging” year. Hosts Jeremiah Burton and Zach Jobe left to launch their own channel (Big Time), and longtime leader James Pumphrey departed to start Speed. Behind the scenes, Donut also lost top creative staff including directors and editors who helped shape the voice of the brand.

“We weren’t really expecting the response we got. It forced us to really wake up and ask: what is Donut now, and where are we going?”

Rather than rush to fill gaps, Nolan and the team took their time. They reassessed the company’s direction, refined their content strategy, and conducted a months-long search for the right new talent.

The Rebuild: New Hosts, New Energy

Donut reviewed thousands of audition tapes before landing on two new on-screen hosts: Tristan Kim and Stephanie Gutierrez.

  • Tristan brought deep technical knowledge, humor, and a background in short-form content.
  • Steph was discovered via Donut’s secondary channel Real Mechanic Stuff, and her on-screen charm made her an instant standout.

“It wasn’t just about screen presence. We had them hang out with the team. We wanted to make sure the vibe was right.”

The result? A revitalized content team — and a string of videos that Nolan says represent some of the best work in the company’s history.

Going Beyond YouTube: Donut Launches Consumer Products

In 2024, Donut took a major step beyond the screen with the launch of Real Mechanic Scrub — a premium hand soap for people who actually work on their cars.

It’s not a white-label play. The team spent over a year testing scents, grittiness, and formulas to create a product they genuinely love.

“I don’t even wear gloves in the garage anymore,” says Nolan. “The soap actually works — and it smells like something your girlfriend would yell at you for using.”

Real Mechanic Scrub is now available in Walmart stores nationwide and on Donut’s website, opening up a new revenue stream and deepening their connection with fans.

Events, Education, and the Road Ahead

Donut’s future is about depth — not just views.

  • They’re bringing back more “nutritional” content that teaches and informs.
  • They’re experimenting with live events, including a fan-invited drag race finale in Tucson, AZ.
  • They’re leaning into personal builds, rather than expensive company-owned showpieces.
  • And yes — they’re getting serious about short-form content, too.

But through it all, Nolan is clear: Donut’s heart is in the stories.

“Everything we do has to feel like Donut. Authentic. Relatable. Fun. And informative.”

Final Takeaways for Creators and Operators Alike

🎯 If you’re a creator:

  • Don’t be afraid to evolve. Losing talent isn’t the end — it can be a new beginning.
  • Focus on authenticity. Viewers connect with people who actually care.
  • Diversify with intent. Don’t slap your logo on something unless you believe in it.

📈 If you’re an operator or brand builder:

  • Culture matters. Donut’s ability to retain and promote talent like Nolan is a case study in investing in your people.
  • Your audience notices everything — especially when something feels off. Overcommunicate and stay transparent.
  • Product innovation starts with your fans. Real Mechanic Scrub wasn’t built for retailers — it was built for real car people.