It started as a side gig, a little online space where two friends geeked out over the latest tech, style trends, and cool gear. But fast forward a decade, and Man of Many is now pulling in over $4 million a year. The Australian men’s lifestyle site has become a digital go-to for millions worldwide, with content that spans from slick gadgets to style tips, culture insights, and beyond.
Behind the scenes, Scott Purcell and Frank Arthur are the dynamic duo who bootstrapped their way to the top. The journey? Not quite as glamorous as you might imagine. Think late nights, juggling day jobs, and endless product write-ups. But that scrappy determination turned out to be their secret sauce.
From Bankers and Designers to Digital Pioneers
It all started back in 2012. Scott, a banker at Westpac, met Frank through a mutual friend. They bonded over shared interests and moved into an apartment, where late-night chats often drifted toward the cool stuff they’d seen online. Their knack for finding those hidden gems became the seed for Man of Many.
The name—coined by Frank—fit like a glove. It spoke to their vision of a site that would cover a bit of everything: products, tech, style, adventure, and more. Plus, they scored a stroke of luck—the domain was available. They snapped it up, and Man of Many was born just like that.
Building the Brand: From Hobby to Full-Time Hustle
In the early days, the pair ran the site on the side. They’d post about a new product daily, squeezing in content creation during evenings and weekends. Scott’s tech chops helped him create a simple WordPress site, and the rest was all about consistency. They stuck to the plan—one new product daily—knowing that even a small but steady audience would return for fresh finds.
As traffic started to trickle in, Scott and Frank realized they had something bigger than a hobby. It wasn’t long before they made a bold decision: leave their jobs behind and take a full plunge into the world of digital publishing. Frank’s departure from industrial design followed Scott’s exit from banking quickly. The shift from side hustle to full-time was a leap of faith, but it paid off.
The Growth Game: SEO, Social, and Savvy Strategy
Going full-time marked the turning point for Man of Many. They began ramping up their content, going from one product a day to three, then expanding into video production and lifestyle guides. They even hired a videographer to help them create slick videos that quickly found an audience on platforms like Facebook. The payoff was almost immediate. By the end of 2016, their traffic had tripled, with over 500,000 page views and 250,000 unique monthly visits.
But growth wasn’t just about churning out content. Scott and Frank knew that to succeed in the crowded digital space, they’d need a solid strategy. They invested heavily in search engine optimization (SEO), partnering with experts and diving deep into Google’s guidelines. It wasn’t glamorous work—fixing technical errors, optimizing content—but it kept their site competitive in search rankings.
On the social front, they played the long game. They focused on organic growth, building up a community of engaged followers. Platforms like TikTok and YouTube Shorts became key in their strategy, and their short-form videos often racked up millions of views. A major hit came from their Australian Fashion Week vox pop video, which raked in over 3.5 million views. The result? Their social following surged 75% in a year, pushing past 700,000 followers.
Bootstrapping to Big Money
Man of Many stands out because of their commitment to staying independent. While many digital media brands chased venture capital dollars, Scott and Frank opted for the slower, bootstrap route. This meant financing the business themselves—at first with their savings and credit cards, then reinvesting every dollar back into the brand.
Staying self-funded came with its challenges, like navigating the unpredictable world of digital advertising and keeping up with constant changes in social media algorithms. But it also gave them complete control over their direction, allowing them to build a brand that feels authentic and true to their vision.
Today, Man of Many’s revenue comes from a mix of advertising, affiliate partnerships, and e-commerce. Their online store and affiliate partners alone raised $1.7 million last year. They’ve even landed exclusive publishing deals with tech giants like Microsoft and Apple, ensuring that their content reaches readers across iOS devices and Windows PCs.
Lessons from the Journey: Patience, Persistence, and Partnerships
Looking back, Scott and Frank can pinpoint a few key lessons that helped them along the way. First, patience really is a virtue. For years, they plugged away part-time, slowly building an audience. When they decided to go full-time, they had a solid base that made the leap less risky.
Second, they learned to balance hands-on control with delegation. As the business grew, they had to step back and trust their team to handle more of the day-to-day work. This wasn’t easy for two founders who were used to doing everything themselves, but it was essential for scaling up.
And finally, Man of Many’s story is a testament to the power of community. From their earliest days of replying to comments on social media to today’s video-driven audience engagement, Scott and Frank have always understood the importance of keeping a personal connection with their readers.
What’s Next for Man of Many?
The future looks bright for Man of Many. With plans to expand their e-commerce store, grow their video production studio, and push into new international markets, Scott and Frank aren’t slowing down anytime soon. They’re also committed to staying on the cutting edge, embracing AI tools and data analytics to understand their audience better and refine their content strategy.
For other aspiring entrepreneurs, their advice is simple: stick with it, stay authentic, and don’t rush the process. Building a brand takes time, but the rewards are worth the wait if you’re passionate and patient. Just like they turned a late-night hobby into a $4 million business, there’s no telling where the next great idea might take you.