The real reason Steven Bartlett became the man we love to hate

CEO, podcast presenter, writer, investor, and self-identified Happy Sexy Millionaire, Steven Bartlett has amassed a wealth of achievements. His story is compelling. He is a university dropout who faced financial challenges in his youth but managed to earn his first million by the age of 23.

Currently, he is the youngest investor on the BBC's Dragons' Den, and over time, Bartlett has established himself as a bold entrepreneur and wellness expert. His popular podcast, Diary of a CEO, attracts over 10 million downloads each month. Both his book, sharing the same title, and his memoir, aptly named Happy Sexy Millionaire, have become best-sellers.

Forbes magazine estimated the worth of his social media and investment ventures at £71 million when he was only 26. He started with very little and achieved great success – a classic tale of rising from humble beginnings to wealth.

Many individuals hold a strong dislike for Steven Bartlett. A significant number of people find fault with his manner of speaking. Without any personal insight into his character and solely relying on their impressions, a variety of people have labeled him as a “narcissist,” a “con artist,” or a “hustler.”

"He's like a modern hippie, but he earned his wealth through marketing and social media," one person remarked recently. "He just promotes charlatans and bizarre health ideas," another added. Other complaints included, "He allows people like Matt Hancock to complain about their love lives on his podcast." "He dresses in elaborate outfits." "I just think he's really arrogant."

These viewpoints aren’t one-of-a-kind. In reality, social media is overflowing with such opinions, and last week saw an especially intense surge.

On Friday, a BBC World Service investigation revealed that Bartlett is promoting misleading health information on his highly popular podcast. The inquiry examined 15 specific episodes from the 400 total and found that he often allows guests to make unsupported claims without challenge. For example, one guest claimed that a keto diet could cure cancer, despite evidence to the contrary showing that established medical treatments are effective. This is considered "dangerous because it fosters distrust in conventional medicine," according to the report. In response, Flight Studio, the production company behind the podcast, stated, “We conduct thorough research on each guest episode before it is produced. DOAC provides a platform for diverse viewpoints and believes that meaningful dialogue and learning arise from engaging with a variety of opinions, not just those that align with Steven and the DOAC team's views.”

This isn’t the first time the Dragon’s Den personality has faced controversy. In August, the Advertising Standards Authority (ASA) unexpectedly cancelled his partnership with the food brand Huel, which promotes itself as "nutritionally complete," along with the wellness app Zoe.

In February, Facebook had paid advertisements showcasing Bartlett, who praised Huel's daily greens drink as the brand's “greatest offering.” In another ad, where Bartlett is seen wearing a Zoe patch on his arm, he asserts that the app “could potentially transform your life.”

Sadly, the advertisements left out some crucial details: Bartlett is an investor in both brands. There were several complaints questioning whether not disclosing his financial interest in these companies could mislead the public. The ASA concurred with this viewpoint.

It's safe to say that many were extremely upset. "What made him believe he wouldn't face consequences?" asked Ryan T Williams, co-founder of It's Gone Viral, a rival of Social Chain, the company where Bartlett started his career. "This isn't just a matter of legality; it's also about ethics. It's similar to the owner of McDonald's claiming, 'Big Macs are healthy for you.'"

This recent controversy is just a small glimpse of the significant criticism Bartlett is dealing with due to his prominent role in the world of "wellness culture." It’s only been half a year since he was caught up in another health-related scandal linked to Acu Seeds, a company promoting "ear-seeds" acupuncture that was featured on Dragons’ Den.

Bartlett invested a considerable amount of money, but when the episode faced widespread backlash—Giselle Boxer, the founder of the company, was accused of peddling false claims after she suggested that a similar product aided her recovery from myalgic encephalomyelitis (ME)—it was briefly pulled from the BBC's schedule. Interestingly, it was Bartlett's brother Jason, rather than Steven, who was named as a director.

Originally from Botswana, Bartlett's Nigerian mother and British father relocated him and his three older siblings to Plymouth, Devon, when he was just two years old. He describes the area as a “pleasant, predominantly white middle-class” neighborhood, where his family faced financial difficulties.

After struggling through school, he decided to drop out of his business management program at Manchester Metropolitan University after only one lecture. Shortly after, he teamed up with his friend and business partner Dominic McGregor to create Social Chain.

The company, known for its social media and marketing expertise, enjoyed significant success and began to transform over time. This led to a merger with the German brand Lumaland, and in 2019, Bartlett was appointed co-CEO of Social Chain AG. By 2021, the company projected revenues exceeding £500 million, and by 2023, that figure had reportedly climbed to nearly £1 billion. However, in the same year, Bartlett’s initial venture, Social Chain Limited, was sold for only £7.7 million in an acquisition.

His fans seemed to believe that his riches were exaggerated. Bartlett took to X (previously Twitter) to explain things – he mentioned that he sold the “original agency business we started in [Manchester] nearly a decade ago,” rather than the other 30-plus companies part of the Social Chain group. However, the idea had already begun to take root.

Nick Stylianou points out that people started to doubt the details of Bartlett’s achievements and his "inspirational" mission. According to him, Bartlett had exaggerated his story to create a grand persona, rather than just being a truly skilled young man who had succeeded. He notes, “The British public enjoys rooting for the underdog and applauds the rags-to-riches narrative; however, the over-the-top bragging on platforms like LinkedIn” – such as his lengthy posts about his bold choice to go suit-less on Dragons’ Den – “tend to annoy people.”

Stylianou gained widespread attention this week after sharing a cringeworthy video of Bartlett performing a battle rap under the name "Lyricist." The CEO had earlier attempted to get these videos deleted from the internet in order to enhance his public image.

His podcast, business ventures, online presence, and television appearances demonstrate that he truly dedicates his time and effort, achieving impressive results. He excels in his field, particularly in self-promotion. When I ask for feedback, a few people openly share their admiration: “I really like him,” one says. “He’s great at hiring, too. He’s assembled an excellent team.”

Holly Peacock-Goodwin is an admirer. "I really appreciate how he conducts interviews on the podcast," says the brand director. "He poses questions that others might shy away from, as they could expose their lack of knowledge." She points to a particular episode featuring Dr. Mary Claire Haver, called "The No.1 Menopause Doctor: They’re Lying To You About Menopause! New Science You Need to Hear! (Men Should Pay Attention Too!)."

In the episode, he posed questions about a topic he was honestly unfamiliar with, as she points out. "Many men and women struggle with this too, so I found that really impressive."

Although Bartlett is frequently celebrated for creating engaging podcasts, he also faces significant criticism regarding the guests he features on Diary of a CEO. This is particularly true in discussions around wellness myths, trends, and what some describe as health frauds.

Previously, he spoke with Gary Brecka, who refers to himself as a “human biologist” and claims he can determine when someone will die, right down to the specific month. He also argues that Alzheimer’s is a form of diabetes. However, he lacks a medical degree, and there is no scientific backing for his assertion that too much folic acid from food leads to ADHD.

Billionaire Bryan Johnson, who believes he can achieve immortality by stopping the aging process with a daily regimen of 111 pills and a plant-based diet, has also been highlighted. Stylianou mentions that Bartlett is surrounded by a group of people who share similar views and support his mission to criticize your lifestyle choices.

"My issue with Bartlett is that he presents himself as a phony intellectual. He’s become a public persona who is now involved with self-serving publications to establish his presence in the media."

Bartlett seems to embody a growing trend where individuals who achieve only modest success consider themselves knowledgeable authorities on various subjects. However, it's important to note that he isn't solely to blame for this phenomenon. Many others share this trait.

Other popular podcast hosts, such as Joe Rogan—a former MMA expert who has become a controversial figure—and Jordan Peterson, who was once just a clinical psychologist and is now associated with right-wing conspiracy theories, are sharing the same studio space.

He might be using manipulative tactics, taking advantage of an uncertain economy where young individuals struggling to find jobs are eager for quick paths to wealth and influence.

It's likely that there's a lot of ambiguity and a lack of outside confirmation regarding his narrative, which creates a sense of unease. But let's not hold back: there’s also a considerable feeling of pleasure in witnessing the anticipated failure of this CEO.

However, let's take a moment to acknowledge the situation. We're discussing Steven Bartlett, and whether or not you appreciate his approach, one thing is clear: his marketing plan is effective. While there may be some criticism, he hasn't fallen from grace just yet. This article was updated on August 19, 2024. It previously claimed that Bartlett had faced repercussions from the ASA, which was inaccurate — the ASA's decisions were made against the brands, not Bartlett himself.