The Remarkable Journey of Jason McGowan Entrepreneur Innovator and Visionary Leader

Jason McGowan journey begins in Lethbridge, Alberta, Canada, where he was born into a modest yet hardworking family. His father ran a small airport shuttle business, while his mother worked in banking, instilling in him the values of persistence, discipline, and responsibility from an early age. Jason was not raised in an environment of privilege or guaranteed success. Instead, he experienced a grounded upbringing where every achievement was earned through effort. Growing up in a supportive but practical household gave him the resilience and determination that would define his later path. These early lessons of self-reliance would serve as the cornerstones of his entrepreneurial career, reminding him that setbacks are not permanent obstacles but stepping stones toward greater achievements.

Leaving School Early and Facing Challenges

One of the defining aspects of Jason McGowan’s personal story is that he left formal schooling after the eighth grade. For many, this could have been seen as the end of academic or professional potential, but Jason did not let it define his future in a negative way. Instead of seeing his lack of a diploma as a weakness, he reframed it as an opportunity to learn differently. He encountered difficulties as a young man, especially after moving to the United States. He had to adjust to a new environment while facing financial struggles, often relying on the generosity of friends and working through odd jobs just to make ends meet. These challenges were not easy, but Jason refused to let them crush his ambition. He decided to teach himself skills that would open doors, and that decision became a defining pivot point in his life.

The Self-Taught Journey in Technology

Jason McGowan was not handed an education, but he created one for himself. With no formal background, he began teaching himself web development, coding, and user experience design. His willingness to dive into unfamiliar territory and his determination to learn by doing were central to his success. His first web project came when he accepted a contract to design a website for $800. Despite not knowing how to code at the time, he embraced the challenge, researched the tools he needed, and delivered a functioning product. This project was not only about earning money but about building confidence in his ability to learn, adapt, and create. Over time, Jason gained deeper knowledge in technology and design, which allowed him to work on significant projects and eventually join established companies where he sharpened his product-building instincts.

Professional Experience and Skill Development

Before creating his own empire, Jason McGowan worked with notable technology companies, including Ancestry, where he contributed to enhancing user experiences. He developed expertise in combining product design with customer-centered thinking. This blend of technical skills and creative problem-solving positioned him uniquely as both a technologist and a business thinker. He was not just coding websites; he was asking questions about how people interacted with them, why certain designs engaged users, and how small adjustments could create large impacts. These insights would later influence the way he approached building a consumer food brand. For Jason, technology was never about machines alone — it was about people and how to serve them better.

Meeting His Future Business Partner

Jason McGowan’s career took a transformative turn when he crossed paths with his cousin by marriage, Sawyer Hemsley. The two shared entrepreneurial ambitions, but their strengths were complementary. Jason excelled in technology, product development, and systems thinking, while Sawyer was naturally drawn to marketing, branding, and creative storytelling. This partnership was serendipitous because it merged two skill sets that, when combined, had the potential to build not just a business but a scalable and memorable brand. They started discussing ideas, experimenting with concepts, and brainstorming ways to create something impactful. Out of these conversations, an unexpected idea emerged — not an app or software, but cookies.

The Birth of Crumbl and Its Humble Beginnings

In 2017, Jason McGowan and Sawyer Hemsley opened the first Crumbl store in Logan, Utah. Initially, the concept was simple: create high-quality cookies with a memorable customer experience. They began with a single cookie flavor, the classic milk chocolate chip, chosen with help from customer feedback. They baked in an open-kitchen design, allowing visitors to watch the mixing, scooping, and baking happen in real time. This transparency created excitement and trust. From the very first store, customers were intrigued by the novelty of a cookie shop that was both modern and traditional, combining fresh baking with a social and interactive atmosphere. Long lines formed quickly, confirming that they had discovered something special.

Innovation with the Weekly Flavor Rotation

Jason McGowan’s innovative mindset played a key role in shaping Crumbl’s growth. Instead of relying on a fixed menu, he helped introduce the concept of a weekly rotating menu, where six flavors are featured each week, with new creations being tested and rotated in regularly. This strategy tapped into consumer curiosity and created a sense of anticipation. Customers did not simply buy cookies; they returned again and again to see what was new. This approach was unusual in the baking industry but aligned perfectly with Jason’s product-driven, tech-inspired mindset. By treating cookies the way tech companies treat product updates, he created a cycle of excitement that fueled both sales and brand loyalty.

Leveraging Social Media for Explosive Growth

Another area where Jason McGowan’s influence became clear was in marketing strategy. Crumbl leaned heavily into social media platforms like TikTok and Instagram, using visually appealing content and viral marketing to spread brand awareness. Videos of cookies being decorated, boxed, or sampled quickly gained millions of views, transforming Crumbl from a small Utah bakery into a national phenomenon. Jason understood that in the modern age, a brand is not only what is sold in stores but also how it appears on people’s phones. Social media became both a storefront and a stage, where Crumbl could showcase its rotating flavors, engage with fans, and fuel a community-driven movement around cookies.

Building a Franchise System for Expansion

One of the boldest moves Jason McGowan made was turning Crumbl into a franchise model. Within just a few years, the company grew from one location to hundreds across the United States and Canada. By 2025, the brand had expanded into nearly a thousand locations. Franchising allowed Crumbl to scale quickly while maintaining a sense of local ownership in communities. Jason’s emphasis on technology-driven systems meant that franchisees had access to real-time data, feedback, and support, ensuring consistent quality and brand alignment across stores. This combination of scalability and quality control is one of the reasons Crumbl became one of the fastest-growing dessert brands in North America.

Leadership Style of Jason McGowan

As CEO, Jason McGowan demonstrates a leadership style that blends innovation with empathy. He is known for encouraging experimentation and allowing team members to explore bold ideas while maintaining clear expectations for quality. His focus on building systems means that the company can grow without chaos, but his emphasis on culture ensures that employees feel connected to a mission greater than profits. He has instituted policies such as giving employees summer Fridays off to spend with family, showing that he values balance and human connection. Jason believes that a company’s true legacy is not just its sales numbers but the lives it touches and the memories it helps create.

Awards and Recognition

Jason McGowan’s efforts have not gone unnoticed. In 2023, he was awarded the prestigious EY Entrepreneur of the Year National Award, becoming the first entrepreneur from the Mountain West region to receive the honor. His recognition is not only about his achievements with Crumbl but also about the story of resilience and nontraditional success he represents. From an eighth-grade dropout to the leader of one of the fastest-growing food franchises in the world, Jason’s journey has inspired countless aspiring entrepreneurs to believe that there is no single path to success.

Facing Criticism and Overcoming Obstacles

Like any rapidly growing business, Crumbl has faced its share of challenges. Some critiques have focused on ingredient sourcing and ethical concerns, while others have raised questions about market saturation as the brand expands quickly. Jason has faced these issues directly, acknowledging the importance of sustainable growth and considering ways to make Crumbl more responsible in its supply chain decisions. The company’s size also means greater scrutiny, but Jason approaches criticism as an opportunity to adapt and improve. His resilience in the face of challenges is a reminder that leadership is not about avoiding obstacles but about navigating them with vision and determination.

The Rebranding of Crumbl

In 2025, Crumbl made a symbolic shift by dropping the word “Cookies” from its name, becoming simply Crumbl. This move reflected Jason McGowan’s vision of expanding beyond cookies into a broader dessert brand. By rebranding, the company opened the door to experimenting with new product categories like cakes, puddings, and other desserts. For Jason, the rebranding was not just about changing a word but about signaling ambition, innovation, and the willingness to keep evolving as consumer tastes change.

Family Life and Personal Values

Outside of his role as CEO, Jason McGowan is a dedicated husband and father. He is married to Whitney, who holds a Ph.D. in Educational Psychology and Technology, and together they are raising seven children. Family plays a central role in Jason’s life, and he frequently emphasizes the importance of creating time for meaningful relationships. His own experiences of hardship and resilience have shaped his belief that true success is measured not just in dollars but in the love and connection one builds with family and community. He enjoys hobbies like golf, reading, board games, and travel, which provide him with balance and inspiration.

A Philosophy of Building Memories

For Jason McGowan, Crumbl is not only about cookies but about experiences. He often speaks of the brand’s mission as “bringing friends and family together over the best cookies in the world.” This philosophy reflects his broader view of business as a platform for human connection. A box of cookies becomes more than a dessert — it becomes part of a birthday, a celebration, or a simple gathering among friends. Jason believes that the emotional resonance of Crumbl is just as important as its flavors or store design, and this belief has fueled the brand’s lasting appeal.

Impact on Modern Entrepreneurship

Jason McGowan’s story has had a ripple effect beyond the dessert industry. He has become a symbol of unconventional success, showing that someone without formal credentials can disrupt industries with vision, grit, and adaptability. His combination of tech-inspired thinking with consumer experiences has inspired other entrepreneurs to look at food and retail businesses in new ways. His journey reminds us that innovation is not limited to Silicon Valley or high-tech sectors — it can also happen in something as simple and timeless as a cookie.

Future Prospects for Jason McGowan

Looking forward, Jason McGowan’s vision for Crumbl continues to expand. He has ambitions to take the brand into new international markets, diversify product offerings, and deepen its role in communities. He also sees opportunities to embrace sustainability, strengthen ethical sourcing, and continue blending technology with consumer experiences. With each new step, Jason remains committed to balancing bold growth with grounded values. His leadership suggests that Crumbl’s story is still in its early chapters, with more innovations and milestones ahead.

FAQs

Who is Jason McGowan?
Jason McGowan is the Canadian-born entrepreneur and CEO of Crumbl, a fast-growing dessert brand that began with cookies and has since expanded its vision to a wider range of treats.

What is his background?
Jason left school after the eighth grade but taught himself technology and product design, eventually working in the tech industry before co-founding Crumbl.

When was Crumbl founded?
Crumbl was founded in 2017 in Logan, Utah, by Jason McGowan and his cousin Sawyer Hemsley.

What makes Crumbl unique?
Crumbl is known for its weekly rotating menu of cookie flavors, viral social media presence, and open-kitchen store design that enhances the customer experience.

What awards has Jason received?
He won the EY Entrepreneur of the Year National Award in 2023 and has been recognized for his exceptional entrepreneurial leadership.

What is his personal life like?
Jason is married to Whitney, with whom he has seven children. He values family, balance, and building meaningful memories through his work and personal life.

Conclusion

The story of Jason McGowan is one of resilience, creativity, and vision. From an eighth-grade dropout in Canada to the co-founder and CEO of a dessert empire in the United States, his journey is a testament to the power of self-belief and determination. He has shown that success does not require a traditional path, but rather the courage to innovate, the discipline to execute, and the empathy to build something that touches lives. Under his leadership, Crumbl has grown from a single store into a beloved national brand, and its future promises even greater possibilities. Jason McGowan’s legacy will not just be measured in the number of cookies sold but in the countless memories created by every pink box shared.

Read More: The Inspiring Journey of sawyer hemsley From Dreamer to Entrepreneur