Steven Bartlett, the entrepreneur and media personality renowned for his role on BBC’s Dragons’ Den and as the host of The Diary of a CEO podcast, has recently solidified his control over Flight Story Group by acquiring additional shares from co-founder Oliver Yonchev. This strategic move enhances Bartlett’s influence over the company, which has become a significant player in the podcasting and media industry.
By any measure, Steven Bartlett is a phenomenon. Entrepreneur, investor, podcaster, author, and TV personality, Bartlett’s meteoric rise from a university dropout to a household name in business is nothing short of remarkable. Known best for his role on BBC’s Dragons’ Den and as the voice behind the immensely popular podcast The Diary of a CEO, Bartlett has now cemented his control over Flight Story Group, the company behind his media ventures, by acquiring a further 150,000 shares from his former co-founder, Oliver Yonchev.
This latest business move, revealed in filings with Companies House, marks a significant power shift and a symbolic full-circle moment in Bartlett’s journey from content creator to corporate titan. But the implications go far beyond just equity ownership. This acquisition reaffirms his influence over one of the most impactful new-age media platforms in Europe and underscores the transformation of podcasting into a serious business with global ambitions.
The Deal: A Quiet but Strategic Acquisition
The transaction itself was finalized in late 2024 but came to public attention only recently through formal disclosures. Yonchev, who left the company in August 2024, was Bartlett’s partner in co-founding Flight Story, the company that not only produces The Diary of a CEO but also serves as a modern media house exploring the full potential of content across platforms.
The 150,000 shares that changed hands are now controlled by SB Invest Ltd, a company solely owned by Steven Bartlett and managed by his brother Jason Bartlett. This adds to Steven’s existing 750,000 shares, making him by far the dominant shareholder and central figure in the company’s strategy moving forward.
While financial details of the transaction remain confidential, analysts suggest the valuation of Flight Story is in the tens of millions, given its wide reach, high-value partnerships, and the surging popularity of The Diary of a CEO podcast. It is now one of the most-watched and listened-to business podcasts globally, boasting over a billion combined views and listens across platforms like Spotify, YouTube, and Apple Podcasts.
Who is Oliver Yonchev and Why the Split?
Oliver Yonchev, a well-respected marketer and strategist, helped co-create Flight Story with Bartlett in 2021. Previously, he was the U.S. Managing Director at Social Chain, the social media agency co-founded by Bartlett. Their working relationship dates back years and was instrumental in building brands through digital-first strategies.
His departure from Flight Story last year was amicable, but pointed to diverging ambitions. Yonchev has since founded his own company and continues to remain active in the media and branding space. Sources close to both parties have confirmed there was no animosity—rather, a natural evolution in the lifecycle of a startup where visions begin to differ.
Bartlett, on the other hand, has increasingly focused on building a vertically integrated media group—one that not only produces content but monetizes it through books, courses, merchandise, live events, and investments.
Flight Story Group: More Than Just a Podcast Company
Flight Story may have started as a platform to support The Diary of a CEO, but it has grown rapidly to include a variety of projects and brands under its umbrella. Alongside the flagship podcast, the company produces several other high-performing shows including:
We Need to Talk with Paul C. Brunson
Begin Again with TV host Davina McCall
Upcoming projects with international athletes, entrepreneurs, and celebrities
It’s also ventured into physical products, book publishing (including titles like Bartlett’s own Happy Sexy Millionaire), ticketed live speaking events, and now investments in wellness, tech, and education.
Flight Story’s model mimics that of a full-service media empire. It produces, distributes, monetizes, and even funds content—an increasingly common but complex endeavor in today’s creator economy. This level of control over the value chain allows for more stability in revenue and long-term brand equity, something Bartlett has spoken about extensively in interviews.
Bartlett’s Rise to Power: A Millennial Mogul
Steven Bartlett’s journey began in Manchester, where he dropped out of Manchester Metropolitan University and co-founded Social Chain at the age of 22. Social Chain would go on to become one of Europe’s most influential digital agencies, valued in the hundreds of millions and publicly listed in Germany.
After stepping away from Social Chain in 2020, Bartlett launched The Diary of a CEO, initially as a passion project. It featured intimate monologues about his struggles with self-worth, identity, and success. Soon, it evolved into a full-fledged interview series with global names like Gary Vaynerchuk, Mo Gawdat, Jordan Peterson, Jimmy Carr, and Bear Grylls.
Today, the podcast receives millions of views per episode and is considered essential listening in the business and self-development genres. Its success has propelled Bartlett to new heights, including a seat as the youngest-ever Dragon on Dragons’ Den, high-profile brand ambassadorships, and partnerships with health companies like Huel and Zoe.
Controversy and Accountability
Despite its popularity, The Diary of a CEO hasn’t been free from criticism. In late 2024, the BBC published an investigative report questioning the podcast’s handling of health-related content. The report cited episodes where guests made unverified claims—such as the idea that a keto diet can cure cancer—without being appropriately challenged.
BBC’s World Service identified 15 episodes with an average of 14 health claims that reportedly went against accepted scientific consensus. The backlash was immediate and prompted calls for clearer editorial standards.
In response, Bartlett’s Flight Studio issued a statement defending its commitment to “freedom of expression” and saying episodes are “thoroughly researched.” They pledged to improve their editorial oversight, but the incident sparked wider conversations about the responsibilities of independent creators who command large audiences.
For Bartlett, the controversy was a wake-up call but also an opportunity. He began rethinking how content is curated and doubled down on transparency—bringing in expert advisors and clarifying disclaimers in newer episodes.
Relocation to LA: A Global Ambition
Bartlett’s recent move to Los Angeles marks a significant pivot. While his roots and much of his media operation remain in the UK, LA offers access to global talent, investors, and audiences. It also aligns with his expansion plans for Flight Story and related ventures.
As part of this transition, Bartlett stepped down from the board of Huel, the popular nutrition brand in which he is a long-time investor. A spokesperson for Huel noted that Bartlett’s packed schedule and his new base in the U.S. made it difficult for him to continue in a directorship role, though he remains a shareholder and advocate for the brand.
Bartlett is also known to have investments in biotech, blockchain, fintech, and consumer goods—all industries where the U.S. is a hotbed of innovation.
The Future of Flight Story Under Bartlett’s Solo Vision
Now that Bartlett is firmly in control of Flight Story Group, industry watchers are keen to see how the company evolves. Several moves are expected in the near future:
International Expansion: Plans are already underway to produce localized versions of Flight Story’s shows for international markets. Latin America and Asia are reportedly the first targets.
Flight Ventures: The investment arm is set to expand with early-stage capital going into wellness, tech, and media startups aligned with Bartlett’s personal brand.
Creator Incubator: Bartlett has hinted at launching a program to mentor emerging podcasters and content creators—offering resources, studio space, and monetization pathways.
Streaming Partnerships: Negotiations are reportedly ongoing with major streaming platforms for exclusive content deals that could take Flight Story productions into new verticals like documentaries and scripted series.
Legacy in the Making
What makes Steven Bartlett’s journey compelling isn’t just his success—it’s how he’s managed to weave purpose into profit. His content often touches on mental health, diversity, self-discovery, and leadership, creating a rare blend of authenticity and commercial viability. His influence spans generations, from Gen Z creators to corporate executives, and he continues to push boundaries in storytelling and business.
Buying out his co-founder might be seen as a traditional power play, but for Bartlett, it’s likely more about vision than dominance. He’s laying the groundwork for the next phase of Flight Story—one that could rival traditional media houses in impact while maintaining the agility and authenticity of the creator economy.
Final Thoughts
In a world where media is increasingly decentralized and creators are their own conglomerates, Steven Bartlett stands at the forefront of this evolution. By tightening his grip on Flight Story Group, he has positioned himself not only as a podcasting powerhouse but as a future media mogul with influence that transcends borders.
The buyout of Oliver Yonchev isn’t the end of a partnership—it’s the beginning of a new chapter where Bartlett takes full ownership of the brand he helped create. It marks a bet—not just on his vision, but on the enduring value of stories told well, across platforms, borders, and generations.
