Riding the Perfect Wave: How John Hu Built Stan from Zero to $30M+ ARR
Written by: Phoebe Gill Original photography by Irina Logra
When John Hu was first learning to surf, his coach gave him a simple but powerful lesson:
"The wave is the star of the show. Stop trying to overpower and force it, work with it instead."
And that’s when John first realized that although his determination had gotten him this far, in order to take it to the next level in business, he would need to meet the waves and dance with them instead of trying to control them.
Surfing is a way of life for John, and he takes that and applies it to Stan, a $30M+ ARR creator platform he started just four years ago. An all-in-one platform empowering content creators to monetize their followings and build businesses..
From a middle-class immigrant background, to becoming the next hotly tipped entrepreneur who surfs in his free time, John is rewriting the rulebook on startup founders.
Wipeouts and Comebacks: The Foundation Years
Paddling Out from Humble Beginnings
Raised by a single mom in North Carolina, John grew up in a household where hard work and sacrifice were the daily norms.
His mother worked in a stable white-collar job as a mechanical engineer, but, she was also an entrepreneurial powerhouse, long before Gary Vee made it cool. By day, she worked a 9-5 job, and by night, she ran a side-business selling hardware products on eBay. And if that wasn’t enough, at weekends she was running a non-profit Chinese language school.
Despite the long hours, John’s mom made it a priority to send John to private school, providing him with an education she hoped would lead to a brighter future.
John’s father left when he was six months old and hasn’t played a significant role in John’s life; it’s not something he dwells on in the interview, but he does make it abundantly clear that it’s his mom who has done everything for him. At various points throughout the interview, John keeps referring back to his mom and how grateful he is for all she did for him.
“All I can tell you is my mom's a fucking badass, and I owe pretty much everything to her.”
As a child, although he couldn’t fully grasp the magnitude of her workload, it’s clear John subconsciously picked up an incredible work ethic, mindset of perseverance, and an adaptability that is proving useful as he grows Stan.
Reading the Conditions
After undergraduate school, while working at Goldman Sachs, John started creating content on TikTok and YouTube on the side, but became frustrated that there was no easy way to monetize his following, and so, Stan was born: the all-in-one, business-in-a-box for content creators. From email marketing tools to course creation to store fronts, it’s a solution that is changing the game for content creators everywhere.
Stan grew fast, but John was still careful to maintain that pragmatic immigrant mindset before going all in. John believes in making sure the groundwork is in place before making a leap.
His decision to leave Stanford’s prestigious Graduate School of Business wasn’t made lightly either. Although John was starting to see real traction with Stan, he didn’t rush to abandon the comfort of his corporate career and MBA. Instead, he tested the waters, made sure product-market fit was right, and raised funds before deciding to take the plunge.
Or, as John puts it, “Take risks for yourself, but don't make your mom stir crazy, is maybe the best way to put it. Be thoughtful and calculated about it. I didn't quit until I raised five million dollars for my startup.”
The lesson?
Don’t jump into the unknown until you’ve got the resources and stability to succeed.
It seems that, like any good surfer, John knew that if he was going to build a successful company, then it wasn’t about rushing into the next big wave, it was about reading the conditions, positioning himself carefully, and waiting for the right moment to paddle in.
"Waves are not measured in feet and inches, they are measured in increments of fear." Buzzy Trent
This famous surfing quote is useful to highlight John’s deeper understanding of the entrepreneurial journey, one built on calculated risks when it came to leaving his job, respect for timing, and an almost relentless focus on preparation.
His mother's unyielding work ethic may have planted the seeds for his own entrepreneurial spirit, but it’s been his calm surfing philosophy that sets him apart from other founders.
Building in the Open Water: Stan’s Transparent Growth Strategy
Why John Shares His "Secret Breaks"
In the business world, a lot of entrepreneurs are almost comical about guarding their strategies and tactics, believing it will give them an edge over competitors.
Instead of shying away from transparency, John has made a conscious decision to build Stan in public.
The idea of keeping things hidden goes against the grain of what he believes about building a successful business.
On his YouTube channel and social platforms, John shares not just his wins, but also his mistakes, challenges, and all the messy in-between moments that most startups prefer to keep under wraps.
"If you're worried about giving away your secrets, then you're not good enough."
From the development of Stan’s “creator store” concept to the design of the homepage, John has opened up the process to anyone who cares to follow. And he’s fun to watch, it’s obvious John’s authenticity has been a key factor in the brand’s success on social media.
While some competitors are stealing his ideas, John isn’t worried. He believes that while others can copy his ideas, they can’t beat the passion that drives Stan’s growth.
"I will out-execute them. I will outwork them," John confidently asserts, giving credit to the relentless effort he and his team have put in.
At this point, it’s clear John's self-belief outshines 99% of wannabe entrepreneurs, yet instead of coming across as arrogant, John is a humble, likeable guy, you want him to succeed.
The Distribution Pipeline: Building the Community
Stan’s rapid growth, from $1.7M to $38.33M ARR in just three years, wasn’t just about hitting business milestones. It marked the beginning of a movement.
John’s decision to build Stan transparently not only set him apart, but it has become a key marketing strategy in an increasingly competitive market. He’s been able to cultivate a deep sense of trust with creators who join the platform.
Fueled by a growing community of creators who resonate with John’s transparent, no-BS approach, Stan isn’t just selling a product, it’s a movement that everyday moms, everyday people, feel a genuine connection to.
As John puts it, “When I think of Stan, I think of that friend that you can always call. He's really nice, with a great demeanor. He always picks up the phone, and he's always got incredible advice for you. He's there to help you celebrate in the great moments, but also in the tough moments.”
While others copy the platform’s features or try to imitate its business model, they can’t replicate the authentic openness, brand, and trust that John and his team have built.
And this openness is fueling the company’s growth, well on its way to John’s ultimate goal of becoming a billion-dollar company.
The Perfect Set: Practices That Caught the “Steven Bartlett Wave”
Persistence in the Lineup: Creating Opportunities
In May 2025, Stan announced its latest investor and co-owner, Steven Bartlett, host of the most successful business podcast in the world, Diary of A CEO.
Undoubtedly a huge coup for Stan, it took a persistence that John is becoming known for, to make it happen.
John created countless opportunities to reach out to Steven and pitch. But after way too many cold emails, warm intros, and even applying to Steven’s Flight Fund, things weren’t looking promising.
Still, John persisted, and on Christmas Eve, John received a WhatsApp message from Steven.
The door was open.
"It goes to show you that, just like the 50th time, if it's worth persisting on, it could be worth persisting on."
A perfect alignment, John and Steven share more than just business aspirations. They both grew up with similar backgrounds, sons of immigrants who have both bootstrapped their way to success.
Mission Alignment: For Creators, By Creators
Steven’s audience of millions of aspiring entrepreneurs is an ideal match for Stan’s platform. In John’s words, "Your company is so great because it's so perfect for my audience. . . 50% of those people will be entrepreneurs. . . they aspire to be."
The target demographic they’re focused on is not the typical Silicon Valley tech founders or celebrities.
And that’s what makes Stan’s mission so heartwarming. Stan wants to empower the regular, everyday people, people like John and Steven, coming from humble beginnings and who have worked hard to grow a following online.
They want the micro influencers to succeed, the single mom who’s trying to improve her situation for her children. These creators don’t have access to venture capital or insider networks, yet they’ve got the hustle, the drive, and the creativity to make something of their own, if they’ve got the right tools to do so.
More Than an Investment: Building a Partnership
On the note of co-founders, John also sees Steven Bartlett as a "true co-owner… a board member to us," someone who actively contributes to the direction and growth of the business.
He is an active participant in the growth of the company and a strategic partner whose involvement extends well beyond writing a check.
Together, they collaborate on everything from product development, such as integrating AI features, to community engagement. This dynamic partnership is enabling Stan to not only benefit from Steven's reach but also from his expertise and hands-on approach.
Thanks to Steven’s deep connection to his followers, his endorsement is going to be a powerful tool, opening the door to a network of future entrepreneurs who are already aligned with Stan’s vision.
By tapping into this group, Stan can exponentially increase its user base, "blow out" its messaging, and reach the 95% of the market unaware of its existence, ultimately becoming "the Nike for entrepreneurship."
Last month they launched a $100,000 creator challenge, mentorship programs, and co-created features that directly addressed the needs of creators.
With Steven involved in both the strategic and operational side, Stan is poised to accelerate its growth and move towards its ambitious goals.
Navigating the Impact Zone: Key Business Philosophies
The Give, Give, Give Mantra: A Competitive Advantage
Throughout the interview, it’s clear that integrity is a core value for John. He talks, dropping in stoic quotes from respected founders, giving insight into John’s outlook and philosophy.
“I really wanna prove that you can both do well and do good. Makes it way harder, by the way. Way harder”
One of these core philosophies is John’s approach to customer service. A concept John calls the "Give, Give, Give" mantra.
At Stan, customer service isn’t just a department, it’s a competitive edge. Stan’s team has built a reputation for showing up for creators in ways most SaaS companies don’t.
John points out, “Our greatest insight [into] why we have gone super viral in our growth? We recognize that our customers are our best salespeople.”
They don’t just respond to emails, they engage, build relationships, and provide personalized support. For example, they’ll hop on Zoom calls to offer assistance, and the team has even gone the extra mile, offering support during personal crises for creators.
This approach may not be scalable in the traditional sense, but it’s unforgettable. And that’s the point. Those satisfied customers go on to their platforms and tell their followers about Stan, creating more sales. It’s a perfect formula for building a business, and yet entirely natural for someone who just wants to do good like John.
Zooming Out While Staying Connected: Leadership Evolution
As Stan continues to scale, John is recognizing the need to evolve as a leader. Moving from doing everything himself to trusting a sizable team to take on the day-to-day responsibilities of growing a business.
Early on, he was the driving force behind every aspect of the company, from product development to customer support, to being the face of the company on social media. But that’s now changed.
“Stan is now much greater than me in a way that I'm really proud of, that it's not about me.”
As John shared in his 2024 shareholder letter, he realized that in order to grow, he needed to remove himself as the bottleneck. But John is also keen to point out the importance of having found a great co-founder, Vitali Dodonov, the yin to his yang.
“I'll go on record saying my co-founder is incredible. Vitalii, if you read this, you're the fucking man.”
He’s no longer in the weeds of day-to-day tasks; instead, he’s focused on leading multiple teams, setting the strategic direction, and trusting his hires to perform at a high level. John has had to transition from being the hands-on doer to becoming the visionary leader, empowering his team to execute Stan's mission.
Scaling to Unicorn Status: The Journey Ahead
Stan’s current trajectory sees them at $30M ARR and climbing. But this is just the beginning.
The goal?
$100M+ in ARR, with the ambition to become the “Shopify for creators.” After talking with John, this goal seems entirely possible in a $100B creator economy that is still in its early stages.
Stan isn’t just selling tools, they’re selling a new era of possibilities for creators.
Hold Your Breath and Trust: Lessons from the Deep
The Surfing Philosophy Applied to Business
During the interview, John brings up his deep love for surfing, a sport he got into six years ago. For him, it’s more than just a hobby, it’s a philosophy for life and business.
John explains how he practices breath-holding, something that professional surfers master to stay calm when caught in a big wave. It's a skill that allows surfers to remain composed in moments of turbulence, trusting the water and waiting for the right moment to surface.
He applies this breath-holding technique not only in the ocean but also in his business life, he goes on, “the highest performers are the ones who, in the moments of fear or stress, maintain their presence and calm, whether it's surfing, basketball, war, or building business.”
Staying calm in turbulent moments, especially during periods of uncertainty, is John’s superpower. Much like waiting for the perfect wave, John knows when to push forward with full force and when to stay calm and let things unfold.
For John, this breath-holding practice is a reminder that success doesn’t always come instantly, it often requires waiting for the right opportunities and knowing when to act decisively. It’s about embracing the ebb and flow of both business and life, trusting that the waves will come, and knowing when to ride them.
"Surfing is like life. You can't stop the waves, but you can learn to surf." Jon Kabat-Zinn
The Marathon Mindset: Perseverance Through Adversity
"All outside success is on the other side of eating shit."
This quote sums up John’s immigrant mindset. He’s faced rejection, been copied, and been underestimated, but he’s never stopped paddling.
He’s building Stan not just for shareholders, but for every kid like him, who didn’t have the right connections, but had conviction and hustle.
The Next Set Rolling In: Future Vision
John doesn’t view AI as a threat to creators, he sees it as a tool to help them scale beyond their personal brands. In his vision, AI empowers creators to build businesses like Rihanna and Fenty, a celebrity-owned brand turned juggernaut.
With new AI tools like the chat agent “Stanley,” John believes creators will be armed with the tools, knowledge, and support needed to build brands that stand on their own, similar to major global companies.
Just like a surfer scanning the horizon for the next big wave, John is preparing to help creators ride the future of entrepreneurship with AI tools that give them a competitive edge.
Conclusion: When Preparation Meets the Perfect Wave
Stan didn’t happen by accident. It happened because John Hu read the ocean, studied the breaks, and paddled with purpose. He showed up, time and time again, until the right wave came, and when it did, he was ready.
Watching some of John’s videos on YouTube, a quote attributed to surfer Phil Edwards comes to mind:
“The best surfer out there is the one having the most fun.”
It looks like the combination of a surfer’s philosophy and an immigrant background is a recipe for success. He’s having fun, riding the wave whilst building a billion-dollar company.
Author
Phoebe is an SEO specialist, content marketer, and host of The Beginner's SEO Podcast, based in Sydney, Australia. She spent her twenties traveling across South America before settling in Sydney, where she’s spent the last seven years helping businesses grow. When she's not talking or writing about digital marketing, you’ll likely find her at a dance class or soaking up the sun at one of Sydney’s many beaches.
