Sawyer Hemsley, the openly gay co-founder of Crumbl Cookies, is stepping away from his day-to-day role at the massively successful dessert chain after nearly a decade helping build the brand.
The announcement was confirmed in a joint statement shared by Hemsley and fellow co-founder and CEO Jason McGowan.
Both founders will remain involved with Crumbl as members of the company’s board of directors.
The move marks the end of a major chapter for one of the fastest-growing food brands of the social media era.
Founded in Utah in 2017 by cousins Hemsley and McGowan, Crumbl rapidly transformed from a single cookie shop into an international franchise phenomenon.
The company became especially known for its rotating weekly menu, highly recognizable pink branding, and aggressive use of TikTok and influencer marketing.
Today the company operates more than 1,100 locations worldwide.
Hemsley recently hinted at the decision during an Instagram Reel discussing burnout, work-life balance, and entrepreneurship.
In the video, he reflected on the intense sacrifices required during the company’s early years.
He explained that while hustle culture helped build the business, he eventually realized he wanted more balance and personal happiness outside of work.
The announcement also arrives during a major period of personal change for Hemsley.
Last year, he publicly came out as gay after being outed online by influencer Grant Gibbs.
At the time, Hemsley said he had spent years privately processing and accepting his sexuality before feeling ready to speak publicly.
His coming out story received significant attention online, particularly because of his public profile as a young entrepreneur associated with a Utah-based company.
Since then, Hemsley has become increasingly open about his personal life on social media.
He has frequently shared photos and videos featuring his boyfriend, real-estate agent Antonio Bruno.
The relationship has become a visible part of his online presence over the past year.
Fans reacting to the announcement have largely focused on the emotional side of the decision rather than the business implications.
Many praised Hemsley for openly discussing exhaustion and the pressures connected to startup culture.
Others noted how unusual it still feels to see young founders publicly prioritize balance and wellbeing after achieving massive commercial success.
The transition also comes during a complicated period for Crumbl itself.
The company has experienced enormous growth but has also faced increased scrutiny tied to expansion challenges, franchise pressures, lawsuits, and debates around quality control.
Even so, Crumbl remains one of the most recognizable viral food brands of the last decade.
And for many LGBTQ followers, Hemsley’s story now represents something larger than cookies.
It reflects a young public figure navigating visibility, identity, ambition, and personal growth in real time.
📸 IG: @sawyerhemsley