People always ask,
“How do you and Gordon work together and live together without killing each other?”
Fair question.
Because the truth is: we’re together 100% of the time.
We run a company together.
We travel together.
We film together.
We plan together.
We parent together.
We build everything in our life… together.
But it didn’t start off smooth.
And my role today is nothing like what it was in the beginning.
So here’s the truth — the full story.
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In the beginning, I wasn’t in the driver’s seat. I was running beside the car.
When this whole “let’s make videos” thing started, I wasn’t running the business.
I was:
• helping on the side
• suggesting ideas
• filling in gaps
• fixing things quietly
• catching problems before they became problems
• trying to keep everything from catching fire
It felt like Gordon was driving the car at full speed, pedal down, music blasting…
And I was literally running beside it, doing everything I could to keep up.
Not because he didn’t value me —
but because he didn’t want to give up control.
This was his thing.
His identity.
His comfort zone.
His creative world.
And I understood it… but that didn’t make it easier.
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Gordon didn’t want to give up control — and I didn’t want to fight him.
If you know Gordon, you know this:
He likes things done a certain way.
He’s used to handling everything himself.
He’s independent.
He’s stubborn.
He’s protective of his work.
And at first, that meant he didn’t want help.
Not real help.
He didn’t want to hand things off.
He didn’t want someone organizing him.
He didn’t want someone “telling him what to do.”
Even if that someone was me.
So we struggled.
The business was growing faster than either of us expected, but he kept trying to hold all the reins.
And I kept trying to support him without stepping on his toes.
It was like trying to run a media company with one hand tied behind my back.
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And then one day… something shifted.
I don’t know the exact moment, but somewhere along the way, he realized:
• he couldn’t manage everything alone
• he needed structure
• he needed someone thinking 10 steps ahead
• he needed clarity, organization, and planning
• he needed a business partner
• not a helper
• not an assistant
• not someone “running beside the car”
He needed me.
And I stepped in.
Not as a backup.
Not as a silent partner.
Not as a shadow.
But as a business owner.
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Today, we switch seats. Driver’s seat. Passenger seat. Whatever the moment needs.
Sometimes I drive:
• planning
• scheduling
• contracts
• strategy
• business deals
• negotiations
• logistics
• decisions
• systems
• crisis control
• making sure everything actually gets done
Sometimes he drives:
• creative direction / brand direction
• building ideas
• on-camera energy
• storytelling
• production flow
• the heart and personality of the brand
And sometimes we switch seats mid-drive, depending on the day.
That’s what makes us work:
We don’t fight for one seat.
We trade them.
We share them.
We understand that the business needs both of us doing what we’re good at.
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What I do now
Here’s the real list:
• help run Bully Media
• manage sponsorship communications
• handle contracts
• plan filming
• coordinate travel
• manage deliverables
• handle all communication
• build the systems
• keep everyone on track
• make decisions no one wants to make
• put out fires
• stand beside Gordon while he shines
• help him shine brighter
• AND TRY to build my own presence through it all
Basically, I help run the company while Gordon mostly runs the camera and the tools.
And we need both to make this work.
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What I don’t do
I don’t:
• pick up a camera anymore (unless I have to)
• edit
• pretend I know the right saw blade
• climb ladders
• cut metal
• dig holes
• handle manual labour
• try to act like Gordon
• try to compete for his spotlight
He’s the builder.
He’s the on-camera personality.
He’s the spark.
And I don’t have to be him.
I’m me.
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How we stay together when we’re together all the time
We’re opposites that fit:
• He’s spontaneous. I’m structured.
• He’s creative chaos. I’m organized chaos.
• He jumps. I calculate.
• He makes people laugh. I worry about the business.
• He hates being told what to do. I hate when things lack direction.
• He builds. I build the plan.
And most importantly?
We respect what the other brings.
We don’t compete.
We don’t try to outshine each other.
We don’t fight for space.
We made space for each other — and that’s why it works.
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I helped build a social media company — not by being loud, but by being the foundation.
People see Gordon and assume the whole thing is him.
And he IS the face.
He IS the brand.
He IS the reason people show up.
But behind every video, every partnership, every trip, every event, every episode, every opportunity…
There’s me:
planning, organizing, pushing, supporting, structuring, guiding, deciding, building the parts no one sees.
We built this together.
Each in our own lane.
Side by side.
And now?
I’m not running beside the car anymore.
I’m in the front seat —
and he trusts me enough to let me drive when I need to.
— Samantha
Bully Media Inc 