Eyal Baumel, former CEO of global YouTube network Yoola, has launched Flywheel, a venture focused on building sustainable franchises for digital content creators. The company aims to help influencers expand beyond traditional social media platforms into product ventures, multi-platform content distribution, and IP licensing.

“At Flywheel, we partner with creators to expand their brands through product ventures, multi-platform content distribution, and IP licensing to unlock equity value and build lasting franchises that thrive across channels,” Baumel told Variety.

Baumel brings significant experience working with major digital personalities, including MrBeast (Jimmy Donaldson) with over 400 million subscribers on his main YouTube channel, Like Nastya (360 million followers across platforms), Jordan and Salish Matter (55 million followers), and Rebecca Zamolo (50 million followers).

At Yoola, Baumel began managing Like Nastya in 2018, helping her accumulate more than 150 billion views across her YouTube channels.

Current Ventures

Flywheel has already launched several creator partnerships. Notable examples include a limited sneaker collection called Drifts with “Stranger Things” actor Noah Schnapp, developed in partnership with Amazon. Also, Molo, a fertility venture with Rebecca Zamolo, now available in Walmart stores and online.

The company reports additional creator-led ventures underway across wellness, fashion, and retail sectors, with more announcements expected soon.

Flywheel’s services extend to content development, including animation production and distribution on OTT/FAST platforms like Roku.

“Creators don’t just need agents or managers anymore – they need execution partners who can help them scale and build sustainable businesses,” Baumel stated.