Podcast Summary: Modern Wisdom | Episode #892 - Kyle Forgeard with Steve Deleonardis

Release Date: January 20, 2025

In Episode #892 of the "Modern Wisdom" podcast, host Chris Williamson engages in an in-depth conversation with Steve Deleonardis, a key figure alongside Kyle Forgeard in the creation and management of the popular YouTube channel Nelk. The episode delves into a range of topics, including political viewpoints, the dynamics of social media influence, business strategies behind Nelk's success, interactions with prominent personalities like Donald Trump and Dana White, and the challenges of maintaining authenticity and leadership in a rapidly evolving digital landscape.

1. Political Landscape and Personal Views

Discussion on Canadian Politics and Trudeau: The conversation opens with Steve expressing strong opinions about the political changes in Canada, particularly criticizing Prime Minister Justin Trudeau.

• Notable Quote:
  Kyle Forgeard [00:50]: "You're bullish on Canada."
  Steve Deleonardis [01:46]: "I think Trudeau is just a complete fucking loser... he just needed to get the hell out of Parliament."
  (Timestamp: 01:46)

Steve attributes the shift in Canada's national identity to Trudeau's policies, highlighting issues like excessive political correctness and ineffective immigration strategies. He expresses optimism about Canada's future resurgence post-Trudeau's tenure.

2. Observations on Donald Trump

Personal Interactions and Impressions: Steve shares his personal experiences with Donald Trump, providing insights into Trump's personality and leadership style.

• Notable Quotes:
  Steve Deleonardis [03:28]: "The last time that I was with him... he was just having the best time. We were just laughing, cracking jokes, just boys being boys."
  (Timestamp: 03:28)
  Steve Deleonardis [04:33]: "He's so good at trolling that these guys are actually having to respond, take it seriously."
  (Timestamp: 04:33)

Steve recounts flying on Trump's plane, observing a more relaxed and genuine side of the former president, contrasting with his public persona. He suggests that Trump's remarks about Canada potentially becoming the 51st state are strategic trolling tactics aimed at eliciting reactions and negotiating leverage.

3. Social Media Influence and Political Engagement

Impact of Internet and Social Media on Elections: The discussion shifts to the role of independent media and content creators in shaping political outcomes, emphasizing how platforms like YouTube have become pivotal in modern elections.

• Notable Quote:
  Steve Deleonardis [07:26]: "We were responsible for like hundreds of thousands of people registering to vote... it's just surreal."
  (Timestamp: 07:26)
  Steve Deleonardis [08:15]: "For us it's so, it makes so much sense. Like Trump goes on Joe Rogan... they really don't."
  (Timestamp: 08:15)

Steve highlights Nelk's involvement with bipartisan organizations like "Send the Vote," which successfully mobilized significant voter registration among their primarily male, 18 to 35-year-old audience. He critiques traditional news networks for underestimating the influence and understanding of internet-savvy content creators.

4. Business Strategies Behind Nelk

Merchandising Success and Revenue Insights: Steve provides a comprehensive look into Nelk's business operations, particularly focusing on their merchandise business, which saw unprecedented revenue spikes.

• Notable Quotes:
  Steve Deleonardis [28:28]: "Our biggest was 30 million gross in about 30 minutes... that's revenue."
  (Timestamp: 28:28)
  Kyle Forgeard [32:50]: "I think people can just see that authenticity is something that people like and resonate with..."
  (Timestamp: 32:50)

Despite gross revenues reaching impressive figures (e.g., $30 million in revenue within 30 minutes during peak merchandise drops), Steve emphasizes that profit margins are significantly lower due to high production and legal costs. He underscores the importance of building a sustainable business model that prioritizes authenticity and long-term growth over vanity metrics.

Operational Structure and Team Management: Steve discusses the evolution of their internal operations, transitioning from an all-in-house setup to a more structured team-driven approach as Nelk expanded.

• Notable Quotes:
  Steve Deleonardis [31:12]: "Every cropping was done by our guy Judd... Everything was done in house."
  (Timestamp: 31:12)
  Steve Deleonardis [77:08]: "We have the system. And it's just like such a powerful channel. People want more videos."
  (Timestamp: 77:08)

5. Relationship with Dana White and the UFC

Influence of Dana White: Steve shares his admiration for Dana White, CEO of the UFC, detailing how their friendship has impacted both Nelk and his personal growth.

• Notable Quotes:
  Steve Deleonardis [42:41]: "He's a really loyal guy... he's always there for us, no matter what."
  (Timestamp: 42:41)
  Steve Deleonardis [44:58]: "Dana White is just the most loyal guy you will ever meet."
  (Timestamp: 44:58)

He praises Dana White's relentless drive and loyalty, attributing much of his own business acumen and perseverance to insights gained from their interactions. Steve notes that Dana's no-nonsense approach to business and media has been instrumental in shaping his perspectives on leadership and authenticity.

6. The Bob Menery Lawsuit and Maintaining Privacy

Handling Internal Conflicts and Legal Challenges: The episode addresses the fallout from a lawsuit involving Bob Menery, a former pod member, highlighting the importance of keeping private disputes private and maintaining professionalism.

• Notable Quotes:
  Steve Deleonardis [53:27]: "We answered to our judge... It was a complete mess, but she told us they had no case against us."
  (Timestamp: 53:27)
  Steve Deleonardis [56:51]: "We had to do mediation... it was a very interesting situation."
  (Timestamp: 56:51)

Steve recounts the legal dispute with Bob Menery, which involved claims of owed money. The mediation process revealed no substantial case against Nelk, leading to the dismissal of the lawsuit. He emphasizes the importance of handling such matters discreetly to preserve both personal relationships and the brand's integrity.

7. Balancing Leadership and Authenticity

Challenges of Being a Responsible Leader: As Nelk's influence grows, Steve discusses the added responsibilities and the delicate balance between being a fun content creator and a accountable leader.

• Notable Quotes:
  Steve Deleonardis [78:43]: "I have to rip people a new asshole... it's part of the territory."
  (Timestamp: 78:43)
  Steve Deleonardis [79:06]: "There's only so much time in a day. You gotta do what affects Nelk."
  (Timestamp: 79:06)

Steve admits that maintaining a balance between being the “fun older brother” figure and the “responsible leader” can be taxing. He acknowledges moments of frustration and burnout, especially due to constant traveling and the demands of content creation. However, he remains committed to fostering a supportive team environment that prioritizes both productivity and camaraderie.

8. Future Plans and Content Creation

Expanding Content and Business Ventures: Looking ahead, Steve expresses enthusiasm for continuing to produce high-quality content and scaling their business ventures, particularly focusing on their energy drink brand, Happy Dad.

• Notable Quotes:
  Steve Deleonardis [91:50]: "This year, I'm pretty fucking motivated right now... we want to kill it with content."
  (Timestamp: 91:50)
  Steve Deleonardis [93:05]: "Our video process is like 10 out of 10. That's why I'm just like, yo, we got to run this shit up on Nelk."
  (Timestamp: 93:05)

Steve outlines plans to continue producing engaging Nelk videos, maintaining the authenticity that has garnered them a loyal fanbase. Additionally, he emphasizes the goal of expanding Happy Dad into a billion-dollar company, highlighting the dual focus on content creation and business growth.

9. Conclusion: Sustaining Passion and Teamwork

Motivation and Team Dynamics: In wrapping up, Steve reflects on what keeps him motivated and the critical role of a solid team in sustaining Nelk's success.

• Notable Quotes:
  Steve Deleonardis [74:14]: "I really fucking enjoy what we do... the entire process is fun."
  (Timestamp: 74:14)
  Steve Deleonardis [85:30]: "Our team is just so good. We're all just friends... it's like a friend group."
  (Timestamp: 85:30)

Steve credits his love for content creation and the unwavering support of his team as key drivers behind his continued dedication. He underscores the importance of a collaborative and fun working environment, which he believes is essential for long-term success and personal fulfillment.

Closing Remarks: The episode offers a candid glimpse into the complexities of managing a high-profile influencer brand, navigating political landscapes, and maintaining personal authenticity. Steve Deleonardis provides valuable insights into the interplay between content creation, business strategy, and leadership, making this episode a treasure trove for aspiring content creators and entrepreneurs.