Company case study
Blade HQ
Blade HQ is a company that sells knives and related gear, also creating content around their products. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "7 People Making $5M-$10M From Weird Hobbies" (aired September 5, 2025).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | 7 People Making $5M-$10M From Weird Hobbies |
| Aired | September 5, 2025 |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
7 People Making $5M-$10M From Weird Hobbies · aired September 5, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
Blade HQ successfully built an audience by creating engaging content around knives, which attracted customers despite advertising restrictions on such products.
Founding story
Started as a content-driven approach to overcome advertising challenges in a niche market.
The playbook
Blade HQ's strategy includes content marketing to engage a passionate community and build trust, which drives sales.
Also mentioned
The everyday carry (EDC) niche has shown growth potential, with Blade HQ being a key player.
Why this works now (our analysis)
Most knife retailers ignore content marketing, yet Blade HQ thrives on it. By leveraging niche platforms like YouTube, the company creates engaging videos that showcase products and educate viewers, driving traffic and sales. This content-driven approach allows them to navigate advertising restrictions that typically hinder knife sales. A significant risk lies in their dependency on content platforms for visibility; changes in algorithms could drastically affect traffic and revenue.