Sam Golbach and Colby Brock never aimed for YouTube royalty of the paranormal variety. But after years of investigation, the childhood best friends have changed ghost hunting to a multi-million dollar business.
Their business, Sam and Colby Enterprises, was reportedly earning around $20 million in revenue last year, according to documents obtained by Business Insider. And though their 14 million YouTube subscribers might probably think ad income is their largest revenue stream, it is their clothing line, XPLR, which actually earns the most.
What was initially meant to be just a simple merchandise-based brand in 2017 turned into a full-on fashion line, currently stocked in major retailers such as Zumiez and Hot Topic. In a day when plenty of YouTubers struggle to monetize online stardom into real business money, Sam and Colby have a way that works—and its by thinking beyond their own faces.
Brock and Golbach set out from small-town Kansas high schoolers. They found common ground in urban exploration, break-ins to deserted structures, and documenting their exploits. That spirit of curiosity took them from Vine stardom, and when the app went down, they turned to YouTube.
Initially, they were doing prank content. However, as their audience grew up, so did their game. Paranormal investigations became the subject, and their videos, frequently over an hour in length, topped the industry short-form content trend.
The risk paid off. Their deep-dive storytelling style created a highly engaged community, and in business, engagement translates to dollars.
Most YouTubers slap their name on hoodies and call it a day. Sam and Colby had a different vision.
“We didn’t want to be the face of a brand,” Brock explains. “We wanted something with deeper meaning.”
That idea became XPLR, short for “explore.” The brand is inspired by their friendship and the thrill of venturing into the unknown. It wasn’t just about selling clothes—it was about building an identity that resonated beyond their fan base.
At first, they partnered with merch giant Fanjoy. But in 2022, they took XPLR in-house, refining the product and expanding into categories like jewelry, shoes, and mugs. The move was strategic: By focusing on quality, they positioned XPLR as a lifestyle brand rather than a standard YouTuber merch line.
The results? $7.7 million in online sales last year.
Digital sales are just part of the story. The real turning point for XPLR came when brick-and-mortar stores entered the picture.
In 2023, Zumiez tested XPLR with a limited Black Friday release. The sell-through rate was strong, leading to a nationwide rollout. Hot Topic followed in 2024, bringing the brand even deeper into the alternative fashion space.
In total, retail stores generated $5.3 million in revenue last year.
Their audience responded in full force. At a Mall of America meet-and-greet, over 10,000 fans showed up to support XPLR. Golbach called it “the best day of our lives.”
While YouTube remains the foundation of their empire, Sam and Colby have been methodical about expanding into traditional media.
In 2023, they partnered with Cinemark to bring their film A Week at the Conjuring House to 170 theaters ahead of its YouTube release. The response was overwhelming.
Their next film, Sam and Colby: The Legends of the Paranormal, took things further. It premiered at the TCL Chinese Theatre, debuted at No. 6 at the domestic box office, expanding to 350 theaters nationwide.
With Hollywood now actively scouting YouTube talent, the duo is in talks with major studios for future projects. “This won’t be the last time you see Sam and Colby in theaters,” Golbach teases. “Next time, it will be absolutely different.”
For many YouTubers, brand deals are a primary revenue stream. Not for Sam and Colby. Sponsorships only accounted for $900,000 of their revenue last year—a fraction of their total earnings.
Instead, they prefer launching their own brands, following a trend set by creators like MrBeast and Emma Chamberlain.
Their next big bet? Experiential ventures.
They recently purchased a haunted elementary school in Iowa—a site for filming and guided paranormal tours. They’re also launching an escape room inside The Escape Hotel in Los Angeles, turning their horror expertise into real-world attractions.
“This is a massive shift for creators,” Golbach says. “You’re going to see more and more of us moving beyond YouTube.”
Sam and Colby have cracked the code: deep audience connection, smart brand-building, and a willingness to evolve.
They’re not just content creators. They’re entrepreneurs, fashion brand owners, and now, entertainment industry disruptors.
And if the past few years are any indication, this is only the beginning
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