Jason McGowan
Jason McGowan is the co-founder and CEO of Crumbl, the Utah-based cookie chain that launched in Logan in 2017 and grew to over 1,000 locations in eight years. A self-taught technologist from Alberta, he worked on FamilyLink and Ancestry before applying A/B testing to the cookie recipe.
Jason McGowan's Bio
Jason McGowan grew up in Alberta, Canada, and left formal schooling after the 8th grade. As a teenager, he began teaching himself web design and built a social network for BYU students — BYU.com — which caught the attention of Paul Allen (founder of Ancestry.com), who brought McGowan on to help build FamilyLink, a family-sharing social platform that eventually reached roughly 120 million users.
After FamilyLink, McGowan founded Pick.com, a social shopping site that launched around the same time as Pinterest and was acquired by Fundly. He later joined Ancestry.com as Director of Product in 2015. In 2017, while still at Ancestry, his wife's cousin Sawyer Hemsley approached him with an idea to start a cookie company. The two launched Crumbl in a small storefront in Logan, Utah — a space they rented from a building slated for demolition, negotiating the rent down to $900 a month. They A/B tested their chocolate chip cookie recipe for months before opening with just one flavor.
McGowan applied his tech background to the food business: he built a custom delivery app, managed driver routes by hand on a physical map, and posted behind-the-scenes build-out content on social media before most food brands did. By 2018, Crumbl had 16 locations. By 2022, the company hit $1 billion in annual sales — entirely self-funded, no outside investors. Today, Crumbl operates over 1,000 stores across the U.S. and Canada, with a rotating weekly menu and a TikTok following larger than Starbucks, Domino's, and Taco Bell combined. In 2025, McGowan and Hemsley stepped back from day-to-day operations to find a CEO.
Career Timeline
1990 — Born in Alberta, Canada
Jason McGowan was born and raised in Alberta, Canada. Left formal schooling after the 8th grade and began teaching himself web design as a teenager.
2003 — Built BYU.com social network
Created BYU.com, a social network for Brigham Young University students, while living in Provo, Utah. The site grew quickly before BYU issued a cease-and-desist.
2004 — Co-founded FamilyLink with Paul Allen
Partnered with Paul Allen (Ancestry.com co-founder) to build FamilyLink, a family-sharing social platform that eventually reached approximately 120 million users.
2011 — Founded Pick.com
Launched Pick.com, a social shopping site. The company was acquired by Fundly.
2013 — Moved to the Bay Area
Relocated to Tiburon, California with his family. Returned to Provo, Utah after approximately six months.
2015 — Director of Product at Ancestry.com
Joined Ancestry.com as Director of Product, bringing his social media and growth expertise to the genealogy company.
2017 — Co-founded Crumbl with Sawyer Hemsley
Launched Crumbl with cousin Sawyer Hemsley. The first store opened in a soon-to-be-demolished building in Logan, Utah, offering only chocolate chip cookies.
2018 — Crumbl reaches 16 locations
Within one year of launch, Crumbl had expanded to 16 locations across Utah.
2022 — Crumbl reaches $1 billion in annual sales
Crumbl hit $1 billion in sales five years after launch, entirely self-funded with no outside investors. Hired Graciela Chadwick as Chief Operating Officer.
2024 — Crumbl at 1,071 locations
Crumbl reported 1,071 stores across the U.S. and Canada. Bloomberg estimated 2024 sales at $1.2 billion with approximately $91 million profit.
2025 — Stepped back from day-to-day operations at Crumbl
Jason McGowan and Sawyer Hemsley announced they would leave their day-to-day roles at Crumbl and begin searching for a permanent CEO. The company sold a stake to TSG Consumer Partners.
2025 — Featured on How I Built This (Episode 755)
Appeared as the featured guest on How I Built This, discussing the founding and growth of Crumbl with host Guy Raz.
