We decoded the business behind this influencer’s perfect life

**Sam Parr** (0:00)
When I was at the Tony Robbins event, he was like, you think I just woke up like this? I created this Tony Robbins mother-fucker. I decided that that's who I needed to be, and then I created him.

**Shaan Puri** (0:19)
I've got something that every woman listening to this is going to be saying to themselves, no duh. But I think it might be interesting to you. There's a chance that your wife has already indoctrinated you on this. But have you heard of this thing called Ballerina Farms?

**Sam Parr** (0:31)
Why does that sound familiar? What is it? What's Ballerina Farms?

**Shaan Puri** (0:34)
Awesome. I love that you don't know this. Check this out. There's this woman named Hannah Neelman. I started following her on Instagram along with 20 million other people. She's got 20 million followers across all of her platforms. Definitely was not an early adopter. You discovered her. You're welcome.
But basically, her content is like these warmly lit videos, where it's a little Martha Stewart-y, and it's her on her farm talking about how she's making sourdough bread, and she's getting her own milk from the cows, and making different recipes, and all this amazing stuff, and it's blown up, and it's this whole category of influencer called the trad wife. Have you heard that term, trad wife?

**Sam Parr** (1:21)
I've definitely heard trad wife. Definitely seen the TikToks, which are like somebody churning their own butter.

**Shaan Puri** (1:29)
Yeah. So it's sort of like that, and frankly, I don't think even Hannah Nealman would call herself a trad wife. But she's got 20 million followers across all social media, and it's crazy because I think she has like nine kids, and so part of her videos are like her kids running around barefooted, and it's a very calming aesthetic, and I think she has a company, it's called Ballerina Farms, where they sell sourdough mix, they sell electrolyte mix, they sell, I think they sell meat, and at one point they sold milk, and I think it does like 80 or $70 million a year in revenue. That was some estimates that I saw on like some pretty reputable sites, and it's kind of this phenomenon where now her store, she has a physical store as well as an online store, has become this destination that these young women just like are kind of obsessing over, and I found this to be very fascinating for a few reasons. But she was just actually in the New York Times last week, and let me read it to you.
Let me read one of the paragraphs. She said, you might recognize Midway, Utah, as a storybook backdrop to Hallmark Christmas movies like Christmas on Duty. And if you're from Utah, you might recognize it as a village that looks like it's from the Swiss Alps.
But if you're a woman with any degree of susceptibility of gigam aprons, hand-hemmed sourdough knives, milk cradling on a thick layer of cream, then you might recognize it as this place called Ballerina Farms. Ballerina Farms, which supplies a store in this town, is a working farm about a half-hour's drive away from Midway. And it's in between snow-frosted mountains and cow pastures of rural northern Utah. But it's also, Ballerina Farms, is also a woman named Hannah Neilman, who's a Juilliard-trained ballerina who gave up dancing to become a farmer and mother of nine. And it goes on to explain the story of how this woman, Hannah, has blown up. But it comes with a lot of hate, what she's done. Because a trad wife, it comes with a lot of political baggage. It also comes with a lot of, I don't know if you describe it as jealousy of, I'm a young woman, I want to live that life. Or if I don't like, if I think that this is somehow like, anti-feminist, like it comes with all this baggage. But regardless of what people think about it, it's pretty amazing that this phenomenon is happening. The article says that teen girls were lining up as if this was Disney World. And I think this is so fascinating. And I wanted to talk a little bit about this, like traditional life movement. But more so what I want to talk about is how she has gone all in on a lifestyle. And I think that if you're creating a brand, particularly around content, I want to talk about the tactics that I think you can use around this, because I think it's super, super underrated.

**Sam Parr** (4:09)
So when you say lifestyle, I almost think, I'm not even sure if that's the right word. It's either, the word I would have used is either aesthetic or escape. So I noticed this with my wife and my mom. They love to watch Bridgerton and it's the Crown. There's this fascination with this Royal England lifestyle or Bridgerton which is like this fantasized version of that.