If you thought Crumbl’s pink boxes were the sweetest thing about the cookie empire, think again — because co-founder Sawyer Hemsley just served up a heartfelt coming-out story that’s even more delicious.
On August 25, Hemsley shared an emotional Instagram post revealing that, after years of reflection, he’s come to fully accept himself as gay, calling the journey overwhelming, scary at times, but ultimately filled with peace, joy, and authenticity.
“The truth is, over the past few years I’ve come to understand and accept that I’m gay,” he wrote, adding that it took him a long time to process that part of himself and even longer to feel comfortable enough to say it out loud.
Hemsley co-founded Crumbl with Jason McGowan in Logan, Utah back in 2017, and together they’ve grown the business into a nationwide sensation known for over-the-top weekly cookie drops and lines of devoted fans wrapping around the block.
In his message, Hemsley acknowledged the challenges of growing up with values and beliefs from the Church of Jesus Christ of Latter-day Saints, noting that it made his journey more complicated, but also gave him a foundation he still deeply loves and respects.
“Instead of letting others write my story, I want to share it in my own words,” he wrote, a subtle nod to the online speculation and rumors he’s faced in recent years.
He went on to say that embracing his truth has been life-changing, teaching him about strength, compassion, and the importance of living authentically, while also expressing deep gratitude for the opportunities and support he’s received along the way.
Fans may know Crumbl as the pink-box empire that went from a single Utah storefront to more than 1,000 locations across the U.S. and abroad, but what they may not know is that neither Hemsley nor McGowan had any prior baking experience when they first set out to create the “perfect chocolate chip cookie.”
Hemsley reflected on that journey too, writing about long nights, missed birthdays, and the quiet sacrifices that came with building one of America’s fastest-growing dessert chains, but also the joy of growing into himself along the way.
“This business has brought some of the best memories of my life,” he wrote, adding that it shaped him into the man he is today and taught him lessons in grit, passion, and tenacity.
It’s no wonder his heartfelt message drew more than a thousand comments of love and support, with fans and customers alike calling his post a beautiful example of reclaiming his story and living with honesty.
Of course, Crumbl has built its reputation on indulgence, surprise, and weekly cookie drops that fans obsess over, and Hemsley’s announcement fits that same spirit of joy and authenticity — only this time, the sweetness is all his own.
Stories of high-profile coming outs have always inspired the community, and readers may remember when Luke Evans spilled the tea on his first gay crush, a rugby coach who shaped his early experiences.
For Hemsley, the post wasn’t just about identity, but about gratitude, too, as he thanked the people who have stood by him, the opportunities he’s had, and the chance to live openly as himself at last.
“At the end of the day, I’m deeply thankful,” he wrote, reminding followers that kindness, empathy, and love will always lead the way — a message as comforting as warm cookies straight out of the oven.
And if you’re in the mood for another inspiring story of courage and self-discovery, don’t miss rugby’s Keegan Hirst opening up about sex, shame, and finding self-love.
Here’s to Sawyer Hemsley for proving that sometimes the best recipe is one made with a whole lot of honesty, a dash of courage, and plenty of sugar on top.