Moltbook: AI Agent Social Network | Costco x Nike Collab | Kyle Yeoman, London Spilker Join (2.2.26)

About this episode

We start with a look at AI entering the social graph, including Moltbook and the rise of agent‑driven content, plus reactions from builders and thinkers across X. If attention is the new currency, this is the next frontier.

Then we’re joined by Kyle Yeoman, President of Groove Life, to break down how the brand has evolved since 2019 — from Kickstarter roots to Bass Pro, Cabela’s, and NFL athletes.

Next up, London Spilker (HexClad) joins us to talk paid media at real scale — what managing spend actually looks like, why forecasting beats reacting, and whether the “Gordon Ramsay bump” is real when it comes to CTR and watch time. Plus, the spreadsheet that’s saved millions in wasted spend.

We also break down the biggest stories in the ecosystem:

• OpenAI’s new ad product and why buyers are hesitant
• Allbirds closing nearly all U.S. stores — and what it says about retail
• Costco x Nike, Dr. Squatch apologies, and brands doing the thing they swore they’d never do
• And we close with a bigger question: Can retail be fun again — or did it lose the plot?

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CHAPTERS

0:00:29 - Moltbook: AI Agents, Internet Meltdowns & “Is This the Terminator?”

0:02:52 - Are AI Agents Actually Useful—or Just a Shiny Object?

0:12:05 - Kyle Yeoman (Groove Life) Joins — Bootstrapped & Profitable

0:15:15 - First‑Purchase Profitability vs LTV (Hot Take)

0:19:12 - Marketing to Men (and Their Wives): What Actually Works

0:24:38 - Subscriptions, LTV Myths & “Lazy Marketing”

0:29:02 - If Meta Stops Working: Kyle’s Advice to Founders

0:39:48 - London Spilker (HexClad) Joins — Running Paid Media at Scale

0:43:11 - Paid Media Channels That Matter in 2026 (YouTube, CTV, Sports)

0:46:02 - Why HexClad Brought Creative & Production In‑House

0:47:17 - Gordon Ramsay vs Micro‑Creators (The “Gordon Bump”)

0:53:18 - The “Mother of All Spreadsheets” for Forecasting & Media Mix

1:00:25 - “We’re So Sorry” Ads, Hacks & What Actually Converts

1:02:53 - Costco x Nike Collab — Smart Move or Desperation?

1:05:02 - Allbirds Closing Stores — The End of Millennial‑Core Brands?

1:08:17 - Can Department Stores Be Fun Again? (Retail’s Future)

1:12:12 - Final Takeaways + What’s Coming Next