Dewz Crew wants adults to stop scrolling and start playing
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A group of Central Ohio friends hopes to hit it big as fun-first content creators. Photo: Courtesy of Dewz Crew
A popular content creator with Columbus roots is launching a new project with the goal of reminding adults how much fun it is to play around in real life.
Why it matters: The new channel has the potential to be a hit — and remind people of the importance of in-person fun.
Driving the news: Dewz Crew launched publicly last week after spending months filming and organizing behind the scenes.
- The group is made up of a few Central Ohio friends.
The intrigue: The new channel is led by Ethan Dewhurst, a bona fide star who knows how to create viral content.
- Dewhurst runs Dewbricks, a channel featuring him building Lego models in exotic locales. It's gained hundreds of thousands of followers on Instagram and TikTok.
- What started as a hobby has become a lucrative career, with tourist organizations flying Dewhurst around the world to build Legos on-site.
Zoom in: Dewhurst was a Cedarville University soccer player who trained with and briefly coached academy players for the Crew.
- He also owns a media company, launched a Columbus-based car care startup and is a part owner of Match Point Pickleball Club, one of the world's largest indoor pickleball facilities.
- Match Point serves as Dewz Crew's headquarters.
What they do: Described as "a crew of friends chasing off-the-wall moments," Dewz Crew is focused on reminding people how fun it is to play with friends.
- They drive go-karts equipped with pitching machines, play soccer in Zorb balls and make obstacle courses out of extreme sports trampolines.
What they're saying: The videos aim to be over-the-top and unique, but Dewhurst tells Axios he didn't want to make "the MrBeast style" of completely inaccessible and expensively orchestrated spectacles.
- "After people watch an episode, they have to be thinking, 'We should go try this.' And it has to be attainable for them to go try. So we're not looking for this kind of barrier to entry."
The channel won't be focused on Columbus or explicitly branded as a Midwest product, but Dewhurst and his team see no reason to be in Los Angeles or New York for a project like this.
Between the lines: Dewhurst says the team includes responsible parents, husbands and workers — a relatable, average group of friends.
- But they are "anti-grind culture" and want to remind people (especially men in their 30s and 40s) that they're not "letting anyone down" by enjoying life sometimes.
The last word: "We want to be contagious to other people and just say, 'Stop doomscrolling. Just go out and try it.'"
