What happened to Try Guys: a clear status and timeline
“What happened to Try Guys” is best understood as a status change and restructuring story rather than a sudden end. Founded in 2018, the group built a large audience through workplace and lifestyle experiments. In 2022, they left BuzzFeed to form their own company, Try Guys LLC. In 2024, they rebranded as 2Try and shifted focus toward YouTube and long‑form streaming, while also posting on TikTok and Instagram. This article clarifies what changed, who is involved, and how the brand continues to create content today.
Background: who are the Try Guys
The Try Guys are a digital group known for challenge videos, cultural experiments, and storytelling. The core team includes Keith Habersberger, Ned Fulmer, Zach Kornfeld, and Eugene Lee Yang, with varied backgrounds in comedy, journalism, and production. They emerged from BuzzFeed Tasty and later BuzzFeed Video, where their experimental formats gained millions of views.
Core members and roles
| Name | Primary role | Notable contributions |
|---|---|---|
| Keith Habersberger | Co‑founder, operations | Production and business decisions |
| Ned Fulmer | Co‑founder, creative lead | On‑camera hosting and strategy |
| Zach Kornfeld | Co‑founder, editor‑in‑chief | Editing, direction, and growth |
| Eugene Lee Yang | Co‑founder, storyteller | Narrative videos and public messaging |
BuzzFeed era and departure
Try Guys originated inside BuzzFeed’s video division and gained traction with humor‑driven experiments and list‑style content. In 2022, they left BuzzFeed to establish an independent company, citing creative control and long‑term ownership goals. The move allowed them to produce sponsored content and partnerships on their own terms, while maintaining a distinct identity separate from the broader BuzzFeed brand.
2024 rebrand to 2Try and new content strategy
In 2024, the group rebranded as 2Try and shifted to a model centered on YouTube long‑form episodes, live streams, and subscription‑friendly experiments. They explained this move as a response to platform changes and audience preferences for deeper, more sustained storytelling. At the same time, they continue to maintain a presence on TikTok and Instagram for shorter clips and behind‑the‑scenes moments.
Content pillars after rebrand
- Long‑form YouTube series and live collaborations
- Experimental challenges released in shorter edited forms
- Membership and subscription offerings for dedicated fans
- Cross‑platform clips on TikTok and Instagram
Current activity and ownership structure
As of 2024–2025, 2Try operates its own production and distribution setup. Public business filings and statements indicate that Try Guys LLC remains majority‑owned by the founding team, with selective partnerships for larger productions. They publish quarterly content plans, maintain a consistent upload schedule on YouTube, and engage audiences through newsletters and community posts.
Status summary and outlook
What happened to Try Guys is a transition from a BuzzFeed‑adjacent talent group to an independent, multi‑platform creator brand. The rebrand to 2Try reflects an emphasis on experimentation, subscription models, and long‑form content. Their core identity—curious, story‑driven hosts testing ideas—remains intact, while the business model evolves toward ownership and direct fan support. For audiences, the change means deeper episodes, more live interaction, and continued experiments across platforms.