In the summer of
2015, four strangers from across the globe met in Montreal, Canada.
Ammar from Egypt,
Thomas from France, Matt from the USA, and Derin from Turkey connected over the
idea that they wanted more out of life than just a 9 to 5 job and a mundane
weekly routine to follow. So, with only $500, and a spirit of adventure to
their names, Yes Theory was born.
Since that summer
four years ago, Yes Theory has expanded beyond its roots as a YouTube channel
into a global lifestyle brand, with a clothing range, travel app and popular
Instagram account, though the team continue to make videos where they “seek
discomfort”, with 4.3 million subscribers and over 450m views to their name. Together,
they produce daring and adventurous content including skydiving with strangers,
walking across an entire country without a map, and allowing their Instagram
followers to control their lives for 24 hours, when they ended up on a spontaneous
adventure over 600 miles away from their home.
I was interested to
know how they got started from these humble and unassuming beginnings and grew
their brand so exponentially in the four years they have been creating content.
Their videos, since the beginning, have always made strong statements about
peoples generosity, even when they don’t speak the same language or live in the
same country, and the human condition, which all started with Project 30.
Matt, speaking
during filming of their latest project, says that they “wanted to
adventure, to grow, and to evolve as people. We wanted to live a fulfilling and
thrilling life.
“Discomfort was the answer. We decided that for just 30 days
we would do one thing every day that we’d never done before. Something that scared
us and really got us out of our comfort zones. We called it Project 30. We did
everything from getting our ears pierced to doing stand up comedy to attempting
to meet the Mayor of Montreal in one day and introduce him to our secret
handshake (we did it). By the end of the 30 days we’d never felt more fulfilled
and happy. So we decided to dedicate our lives to showing the world the value
of discomfort and leading by example. It’s now been four years and we have
evolved and grown just as we’d hoped and we are excited to continue seeking
discomfort and growing ourselves and our community.”
In a changing world, planning travel has become exponentially
easier with the invention of tools such as TripAdvisor, and the increasing
popularity of “authentic” travelling, where the traveller tries to live like a
local and connect with people wherever they go. More and more, travellers are
seeking spontaneous adventures and trying to connect with people on their
travels rather than stay in sterile resorts disconnected from local life. The
separation between rich travellers and the local population is particularly
stark in island nations such as in the Caribbean. The average GDP per capita in
St Vincent and the Grenadines is only $6380, despite the islands being packed
with five star resorts. In a time when it’s now impossible to get lost anywhere
with the invention of satellite navigation, I ask why spontaneity is so
important. Matt replies that “spontaneity gets rid of expectations. When there
is no clear set goal and you just go with the flow, there are no expectations
and you’re able to be far more present and embrace every step along the way. We
embrace spontaneity for that very reason.”
Yes Theory’s mantra is “Seek Discomfort”, which has expanded
beyond their wildly successful YouTube channel into a clothing range and their
“Book an Adventure” travel tool so that inspired fans can follow in their
footsteps and book a trip which takes them to new and undiscovered places. I
ask what the philosophy is behind Yes Theory, and how they overcome the
viewer/creator divide, as is so prevalent now in YouTuber culture.
“We believe that everything you want in life, from love, to
happiness, to success, and to peace of mind, all comes from seeking discomfort.
“We live in a society that advertises comfort to us 24/7,
from resorting to our phones to living vicariously through TV characters. We
are more and more isolated from what originally got us here as humans: social
connection and discomfort. At Yes Theory, we want to go back to our roots – to
bring people together and to experience what it’s like to challenge ourselves
at the highest levels. That’s where true joy lives: in the growth that follows discomfort.
“Community is everything to us. We never call our audience
‘fans’, we call them family. Yes, it might sound corny but it’s genuinely how
we see it. We are no different from the people in our audience. We are
consistently bringing our subscribers along with us on videos, whether it’s
doing a road trip with them across Europe, or organizing events around the
world that they can take part in together. We want to encourage those deep
connections within our community, too, because once you feel like you have a
group that supports you, you’re able to tackle life’s bigger challenges and
that’s when it all becomes very exciting.”
Yes Theory content is particularly appealing to the
adrenaline junkie; their crazy stunts and ambitious plans frequently go viral
and grow an audience interested in watching a team conquer their fears in wild
adventures.
In Spring 2019 they released Frozen Alive, their
first feature-length documentary about endurance athlete Wim Hof, who is noted
for his ability to withstand extreme and freezing conditions. The filming took
place following a visit to Poland and the Czech Republic with the team spending
four days with Hof learning the ‘Wim Hof Method’, a psychological and
physiological method of endurance training involving frequent cold exposure,
breathing techniques and meditation. In the documentary the team ascended a
mountain with Hof in temperatures as low as -20C, bare chested and bare legged
in an insane feat of endurance.
I ask Matt if he believes himself fearless after these
stunts, also including cage-less shark diving and being stranded at sea for 24
hours, and if it’s important to “do things scared”.
He replies that he thinks it’s a common misconception that
fear ever goes away in their line of work.
“We’re still afraid all the time. We tend to believe if
you’re not afraid, you’re not doing it right. We have a saying that our manager
Kate says: ‘Do it scared.’ To us, it means if you’re not nervous, if you’re not
uncomfortable, then you’re not pushing yourself. You’re shying away from your
fears. So, I’d say we’ve just gotten more comfortable with the feeling of fear
and we’ve been able to deal with it better. But it won’t go away. We’ll make
sure of that.”
It has become more and more common for millennials and Gen
Zers to want portfolio careers, and a 2017 study by the Department of Work and
Pensions reveals that 92% of millennials identify flexibility as a top priority
when selecting a workplace. I wonder what the team would have been doing if not
this, and what YouTube and media mean for a changing workforce.
Matt says he would have been doing “anything
entrepreneurial. There’s so much opportunity nowadays to make any idea come
true that it would feel nearly impossible for any of us to not pursue something
“out there.” We’re an age of accessibility and the people at the top no longer
choose who makes it and who doesn’t. It’s all democratic. The audience and
customers pick who makes it through, which leaves room for anyone with a great
work ethic, a big idea, and a lot of patience to make their dream happen.”
Matt, Ammar, Thomas and Derin all moved to Los Angeles
together to start this project into their friend’s one bedroom apartment, in a
giant leap into the unknown.
A big move, for some of the team, right across the world,
meant new challenges and changes to their way of life. Matt muses that “our biggest
lifestyle changes stem from our decision to start taking care of ourselves. Our
life’s mission is to seek discomfort, but we didn’t realize until recently that
you can’t reap the best benefits of discomfort without rest and reflection. You
have to let it sink in. So, we’ve taken big steps to care for our mental
health, to connect with our families and friends on a more regular basis, and
to spend time away from the cameras and the computers when we need it. Creating
that kind of balance has allowed us to maintain the energy necessary to
continue growing our channel, business and lives.”
Yes Theory first rose to prominence with their message of
inclusivity in the wake of the terror attacks in 2015. The team made a
statement video against hate-crime and fear after the attacks in Beirut and
Paris, where Ammar, Matt and Thomas held hands and
wore T-shirts declaring where they’re originally from: Matt
from New York City, Ammar from Egypt and Thomas from Paris. Ammar’s
shirt also declared him a Muslim, and the trio took to the Montreal subway in a
public statement of unity and harmony, where they got coverage from CBC
Montreal. Since then, message of Yes Theory has always been one of global
collaboration and encouraging their audience to learn about and appreciate
other cultures. However, in 2017, Derin had to leave Yes Theory, as his visa
was suspended and he had to move back to Canada to acquire permanent residence.
In 2018, Ammar was asked to leave Yes Theory by his father, but made the
difficult decision to stay due to his dedication to the project. I ask Matt
what their plans are going forward.
“We’ve spent four years seeking discomfort and making videos
about it but now we gradually want to bring our audience in and give them the
tools to do the same. Whether that’s an app, live events, a board game, you
name it. There are so many ways to help people live the way we’ve been able to
and we can’t wait to bring that to the people who have supported us throughout
this journey.”
At this, the start of a new term and academic career and the
promise of a new start, I find myself facing a lot of trepidation and anxiety
about what is to come. I ask Matt if there is anything he would have done
differently as a young person, and if he has any advice to us just embarking on
the rest of our lives.
“Accept and embrace confusion. That’s the secret. You won’t
have it figured out. You won’t know what you want to do, who you want to be,
what kind of person you really are. Once you’ve accepted that you will be
confused, there’s a courage that comes with that. It allows you to experience
more, to test more, to go into the discomfort of trying new things, which will
all ultimately lead to you figuring out yourself more and more.”