Crumbl Promises ‘We're Just Getting Started' After Major Company Shakeup
As part of a planned transition, Crumbl's co-founders, Sawyer Hemsley and Jason McGowan, announced that they will be stepping away from their day-to-day operating roles with the bakery chain.
Hemsley posted a letter that he and McGowan wrote on Instagram, explaining that McGowan will be stepping down as Chief Executive Officer, Hemsley as Chief Brand Officer and Bryce Redd as Chief Technology Officer.
"This is not a goodbye to Crumbl," McGowan said in the letter. "We will all remain closely involved as members of the Board of Directors and founders. I will continue as Chairman of the Board. We are still deeply invested in this company, in our franchise partners, and in where Crumbl goes from here."
The co-founders said that they 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," they said.
This leadership transition comes as Crumbl works to evolve its menu and move into its new headquarters. Hemsley called their new test kitchen Crumbl's "dessert playground," a space built with the future in mind.
"I'll never stop being grateful for everyone who's part of the Crumbl family," Hemsley posted on Instagram in April. "And especially you, our customers. This space already has such an incredible energy. So much color, life, creativity, and passion across every team. I'm excited to get to work and build what's next.. 2026 is going to be really special!"
Founded in 2017 in Logan, Utah, Crumbl rose to fame with its unique weekly rotating menu and its virality on TikTok and Instagram. They're one of the nation's fastest-growing dessert companies, starting with a simple goal to bake a perfect chocolate chip cookie.
"Over the past several years, Crumbl has grown from a single store into something none of us could have imagined when we started," Hemsley and McGowan shared in the letter. "That growth has only happened because of the people who have built it alongside us."
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This story was originally published May 15, 2026 at 2:20 PM.