This week on New York’s Business Podcast, meet Michael Riddle, the founder of NY BBQ Guys — a chef, marketer, and builder who embodies what it means to turn passion into purpose. Michael’s story spans decades: from washing dishes in an Italian pizzeria in the 1980s to becoming a global marketing VP, to now running one of Long Island’s most exciting new barbecue brands.
What started as a backyard hobby — teaching himself to weld on YouTube to build his own smoker — evolved into a full-scale business featuring handcrafted smokers, Brazilian knives, leather gear, and the Fire & Steel Academy, a subscription-based cooking education platform.
Michael’s approach blends craftsmanship with marketing mastery. He’s used SEO, Reddit virality, and content storytelling to organically grow his brand — even ranking above major national brands on Google, while cultivating a loyal audience who follow him for both the flavor and the lessons behind the fire.
🔥 Business Takeaways:
Leverage your existing skills: Michael fused 25 years in marketing with his culinary roots to build a unique brand.
Educate while entertaining: His Fire & Steel Academy turns followers into learners and learners into customers.
Authenticity scales: Every product and post reflects his personal craftsmanship — from handmade smokers to handwritten newsletters.
Go all in: As Michael says, “I never do anything small — if I’m in, I’m all in.”
Tune into this episode to hear how one man built multiple income streams, national reach, and a brand that’s as fiery as the food he cooks.
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