Crumbl Founders Announce Leadership Transition as Cookie Chain Eyes Expansion

A Strategic Shift at the Top

In a move that signals a new chapter for the rapidly growing dessert brand, the founders of Crumbl have announced they will step down from their executive roles. The decision, described as part of a “planned transition”, was shared in a post on X by CEO Jason McGowan on Monday. Alongside him, co-founder and chief brand officer Sawyer Hemsley, as well as chief technology officer Bryce Redd, will all permanently leave their positions. However, they won’t walk away entirely—each will take on board-level roles, with McGowan becoming chairman of the board and Hemsley and Redd serving as board members.

Crumbl Founders Announce Leadership Transition as Cookie Chain Eyes Expansion — Source: www.fastcompany.com

The trio will remain in their current roles until outside replacements are found through what the company calls a “rigorous hiring process.” McGowan emphasized the importance of this open search, stating, “I believe now is the right time to bring in new leadership through an open search process… Getting the right people in place matters a lot, and I believe an open process will allow us to find the very best leadership to support Crumbl’s future success and stay involved to support a smooth transition.”

What This Means for the Brand’s Future

According to the announcement, the company will now “focus on scale” and the kinds of “innovation” that have made Crumbl a standout in the competitive dessert market. This shift comes as no surprise to industry watchers, as the brand has been navigating both rapid growth and operational challenges. Since its founding in 2017 by McGowan and Hemsley, Crumbl has exploded from a single Utah store to nearly 1,100 locations across the United States. Its signature oversized cookies, often served chilled or loaded with toppings, have sparked passionate reactions—ranging from devoted fandom to online criticism from social media users who delight in reviewing—and sometimes dragging—the brand.

Despite the haters, Crumbl’s expansion has been remarkable. But the road hasn’t been entirely smooth. In 2023, the company conducted mass layoffs, cutting roughly 10% of its corporate workforce. Additionally, at least 19 underperforming stores have been shuttered in recent years. These moves fueled rumors that the entire brand might be closing its doors, but Crumbl’s VP of public relations, Rhonda Bromley, quickly dismissed those claims. In a statement to Fast Company, she affirmed, “We have no plans for growth to stop and will be opening many more stores in both the United States and Canada in 2026.”

The New Leadership Chapter: How the Transition Unfolds

An Open Search for Outside Talent

The founders are committed to an open, transparent hiring process to find their successors. This approach is designed to cast a wide net and bring in fresh perspectives that can guide Crumbl through its next phase. McGowan, Hemsley, and Redd will remain engaged with the brand through board roles, ensuring continuity while empowering new leaders to drive innovation.

Key Priorities for the Future

Moving forward, Crumbl plans to double down on two main areas:

Scale: Expanding its footprint in the U.S. and entering the Canadian market, with more store openings slated for 2026.
Innovation: Continuing to develop unique cookie flavors and experiences that differentiate the brand in the crowded dessert space.

These priorities build on the foundation laid by the founders, who revolutionized the cookie experience with a rotating menu and a strong social media presence. The leadership transition is seen as a way to sustain that momentum while addressing the operational hurdles that come with rapid growth.

A Brand That Evokes Strong Emotions

Love them or hate them, Crumbl cookies have become a cultural touchpoint. The brand’s success is partly built on its ability to generate conversation—whether through viral marketing, influencer partnerships, or the sheer novelty of its products. This polarizing effect has only strengthened its identity, making the leadership change a topic of keen interest among both fans and critics.

Looking Ahead: What to Expect from Crumbl

With the founders transitioning to board roles, the company is poised for a new era. The open leadership search may bring in executives with experience scaling fast-food or retail chains, potentially refining operations and fueling further expansion. Meanwhile, the promise of continued growth—especially the planned foray into Canada—suggests that Crumbl is betting big on its future.

For now, the founding team stays in place until replacements are found, ensuring stability during the transition. The coming months will reveal who takes the helm and how the cookie giant evolves under new leadership. One thing is clear: Crumbl’s story is far from over.

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