Building Beyond TV: Chip And Joanna Gaines Bring Magnolia Brand Into Podcasting.

Chip and Joanna Gaines are no strangers to building empires. From their hit HGTV show “Fixer Upper” to the sprawling Magnolia brand that encompasses retail, publishing, hospitality and a television network, the Waco, TX-based couple has turned their down-to-earth charm and design sensibility into a cultural phenomenon. Now, the husband-and-wife team is making its most significant foray yet into audio, deepening their commitment to personal storytelling and expanding Magnolia’s influence into the podcasting world.

Their production company Blind Nil — already known for its strong television credentials with multiple Emmy nominations and over 500 episodes produced — has teamed up with Austin-based Backyard Ventures to launch a slate of new podcasts. The partnership signals a strategic evolution for Magnolia, and how it is increasingly embracing audio as a core piece of their media strategies.

“There was a bit of caution before stepping into this space,” says Aric Laferriere, Senior VP of Programming and Development at Blind Nil. “But as we’ve slowly dipped our toes, it’s become clear this is absolutely an avenue we see a lot of growth in.”

The first project under this new venture is Stronger with Don Saladino, which debuted this month. Saladino, a celebrity trainer whose roster includes stars like Blake Lively and Ryan Reynolds, brings a mix of wellness, fitness and motivational storytelling to his show. The podcast aims to empower listeners to build not just physical strength but also mental and emotional resilience. Chip and Joanna Gaines themselves are set to appear as guests on the July 8 episode, providing fans with a glimpse into their personal health journeys and their evolving approach to wellness.

For Magnolia, audio isn’t entirely uncharted territory. Joanna previously hosted a short-run 2023 podcast series, The Stories We Tell, as an accompaniment to her memoir. That project offered a window into her personal reflections and family stories, laying the groundwork for what would come next.

“I think through the experience, Joanna enjoyed the brief run that we did and found that there’s still lots to do in this space — storytelling and personal stories, in her case,” says Laferriere. “That was one of the things that propelled us into continuing to develop the audio space more recently with Stronger.”

Initially, Chip and Joanna were cautious about jumping into an already crowded podcast market. “They weren’t hesitant, but they were kind of like, ‘Aren’t there a million podcasts out there? Are we too late to the game?’” Laferriere recalls. Yet after testing the waters, the couple realized they have a perspective to offer and that podcasting could be a deeply personal extension of the Magnolia brand.

That personal connection is central to their podcast content strategy. Rather than focusing solely on Magnolia’s traditional pillars of home design and lifestyle, the initiative emphasizes authentic voices and stories that resonate emotionally.

“It’s more about people and more about stories,” says Laferriere. “If it’s something that draws them in or that they feel can help share someone’s voice, that’s what we want to do.”

The openness to diverse topics has already taken Blind Nil into unexpected territory. For example, they launched 50 Fires with financial educator Carl Richards — a show focused on money and decision-making. While a finance podcast might seem far afield from Magnolia’s design roots, the underlying emphasis on personal growth and connection aligns with the brand’s broader mission.

“The idea is that regardless of the genre, we want content that you could sit around the table with your family and listen to,” Laferriere explains. “That family-friendly feel has always been our North Star.”

Giving Podcasting Space

Behind the scenes, Magnolia is investing in the infrastructure needed to support the audio expansion. At their headquarters in Waco — housed in the historic Waco Tribune building — they are building a dedicated podcast studio. This new facility will give the couple and their team easier access to participate in new shows or record appearances on other creators’ podcasts. 

While there are no immediate plans for either Chip or Joanna to host their own podcast, it’s something that does get talked about inside the company. “There’s no direct plans to launch a podcast with either of them yet, but we speak about it often and what that might look like,” Laferriere says.

Advertiser Interest Piqued

The partnership with Backyard Ventures also represents a strategic business decision. Backyard Ventures, which oversees a network with over 25 million monthly downloads and supports more than 150 creators, brings monetization expertise that is often a stumbling block for celebrity-driven podcast projects.

“We’re still early in our partnership with Blind Nil, but the launch of Stronger generated strong advertiser interest right out of the gate,” says Matt Cisneros, CEO of Backyard Ventures. Being connected to a celebrity-driven lifestyle brand helps.

“It’s hard to give a direct sentiment of the impact, but in all calls and in-person discussions we had about the show, mentioning Blind Nil, Magnolia and the Gaines has sparked interest in the show just a bit further than it would have on its own,” Cisneros says. “Chip and Joanna have obviously done an amazing job at becoming a household brand name and we’re excited to partner with them to expand their footprint into the audio space.”

Working in Blind Nil’s favor are some larger consumer trends. Cisneros points to McKinsey’s Future of Wellness study, which says over 80% of U.S. consumers now consider wellness a top priority. “That trend is clearly reflected in the demand we’re seeing from brands, not just for Stronger, but across the broader category of self-improvement and wellness content. Advertisers are viewing this space as a key area of alignment,” he says.

For Blind Nil, the partnership offers not only financial expertise but also scalability and strategic support. The Texas connection between the two companies also helped solidify the relationship. “It felt like a real natural progression for the podcast, the audio division,” Laferriere notes.

Video Part Of The Plan

Another notable aspect of Magnolia’s podcast expansion is its embrace of video. With audiences increasingly consuming podcasts visually — whether on YouTube or through social media clips — video has become an essential piece of the strategy.

“We’ve made the turn as well,” Laferriere says, describing how they moved from audio-only with earlier projects to integrated video formats. “Don’s [Saladino] show, we started with video, and that was the plan all along.”

Drawing on Magnolia’s experience in television production, video podcasting also opens even more creative possibilities. “We work with a lot of young people, and hearing from them that they often watch podcasts on YouTube rather than just listening was eye-opening,” Laferriere says. “We don’t want to miss the way a lot of people are consuming content today.”

Making Connections Through Stories

While Magnolia’s podcast ambitions are still in early stages, the overall direction is clear. The brand is looking to create a space for meaningful, intimate storytelling that aligns with the couple’s ethos.

“Joanna’s memoir podcast was a revelation to her and Chip, that while there are millions of podcasts, there’s something we can offer here that doesn’t feel like we’re coming in so late to the game that it’s an afterthought,” Laferriere says. With their trademark approach that — not unlike podcasting — revolves around authenticity, the couple is poised to bring along a dedicated fan base into this new medium.

“Who knows what the future holds?” Laferriere says. “We’re glad to be in the mix in the podcast space. And I think we’re all excited about that next discovery that next for us.”