Steven Bartlett is no stranger to backing the next wave of disruptors, but his latest move is more than an investment. The entrepreneur and host of The Diary of a CEO is joining Stan, the creator commerce platform, as a co-owner to help build what he sees as “the future of entrepreneurship, one Creator-entrepreneur at a time.” As Stan crosses $30 million in annual recurring revenue and $300 million in gross merchandise value, Bartlett’s hands-on involvement signals a growing belief that the middle-class creator is the business story of the decade.

Bartlett, whose personal capital and FlightStory Fund are both behind the deal, explained that “this is not a passive investment. I will be taking an active role in the business as a co-owner,” positioning himself not only as a strategic partner to the executive team but also as a direct contributor to the success of creators on the platform. He added that his involvement would include sharing business insights, helping shape product strategy and offering exclusive opportunities to Stan’s user base. “I am invested in Stan creators,” he said plainly.

Stan has grown to more than 70,000 users in just three years, a trajectory that founder and CEO John Hu attributes to obsessive focus on creators who are building real, sustainable businesses without massive teams, investors or platforms.