Sawyer Hemsley
Sawyer Hemsley is the co-founder and Chief Brand Officer of Crumbl, the Utah cookie chain that launched in Logan in 2017. A Communication Studies and Marketing graduate from Utah State University, he led the brand's creative vision and weekly rotating flavor program.
Sawyer Hemsley's Bio
Sawyer Hemsley co-founded Crumbl in 2017 while studying Communication Studies and Marketing at Utah State University in Logan, Utah. His cousin Jason McGowan was working at Ancestry.com at the time but shared Hemsley's ambition to build something of their own. Together, they decided to start a cookie company — Hemsley ran the creative and brand side, McGowan handled the technology and operations.
The first Crumbl store opened in a soon-to-be-demolished building in Logan, offering only one product: chocolate chip cookies. Hemsley grew up in Utah's baking culture and brought an instinct for community to the brand. The pink packaging was inspired by a 1959 Cadillac owned by a family friend — a color that set the bakery apart from every other cookie shop. He created the weekly rotating flavor program and the Sunday-night cookie drop, a model borrowed from streetwear drops and designed to generate FOMO.
As Crumbl expanded beyond Utah, Hemsley's design sense shaped every new store — clean, gleaming interiors with glass walls so customers could watch cookies being made. His social media instincts helped build a TikTok following larger than Starbucks, Domino's, and Taco Bell combined. In 2022, a competitor stole Crumbl's recipes; Hemsley publicly supported taking legal action, calling it a fiduciary responsibility. In 2024, he publicly came out as gay in an Instagram post. In 2025, he and McGowan stepped back from day-to-day operations to find a permanent CEO.
Career Timeline
1992 — Born in Utah
Sawyer Hemsley was born and raised in Utah as a member of The Church of Jesus Christ of Latter-day Saints.
2015 — Started at Utah State University
Enrolled at Utah State University in Logan, Utah, studying Communication Studies with a minor in Marketing.
2017 — Co-founded Crumbl with Jason McGowan
While still a student at Utah State University, co-founded Crumbl with cousin Jason McGowan. The first store opened in a soon-to-be-demolished building in Logan, Utah, offering only chocolate chip cookies.
2018 — Crumbl reaches 16 locations
Crumbl expanded to 16 locations across Utah in its first full year of operation.
2020 — Crumbl reaches 90 locations
During the COVID-19 pandemic, Crumbl's social media presence grew rapidly, with the brand reaching 90 store locations.
2022 — Named Chief Brand Officer at Crumbl
As Crumbl hired Graciela Chadwick as COO and rebranded with a new logo and visual identity, Hemsley's title was formalized as Chief Brand Officer.
2024 — Crumbl at 1,071 locations; publicly comes out as gay
Crumbl reported 1,071 stores. Hemsley publicly came out as gay in an Instagram post, following online speculation.
2025 — Stepped back from day-to-day operations at Crumbl
Hemsley and Jason McGowan announced they would leave their day-to-day roles and search for a permanent CEO. TSG Consumer Partners acquired a minority stake.
2025 — Featured on How I Built This (Episode 755)
Appeared as a featured guest on How I Built This with Guy Raz, discussing Crumbl's founding and growth.
