Joe Sugg: The Highs, Lows, and Real Life Beyond YouTube Fame

In Episode 172 of The Diary of a CEO, Joe Sugg—who, let’s be real, needs no intro for most people under 30—lays his story bare, right down to the last unpredictable twist. Imagine being 22 with over 10 million fans who track your every move—sounds like a dream, right? But for Joe, it was as much a whirlwind as a wonderland. Fame, it turns out, brings its own brand of heaviness. He talks about it openly here, confessing to Steven Bartlett how he felt constantly pulled between the highs of internet stardom and the lows of anxiety, self-doubt, and yes, even imposter syndrome. His words echo an intense journey from a quiet kid who found comfort in creativity to the unavoidable temptations of fame and the battle for authenticity.

Yet, maybe the biggest surprise of all? Joe’s choice to step away—not totally, mind you, but enough to feel like himself again. He wasn’t looking for applause; he just wanted, well, balance. He’d had enough of the party scene and the pressure to always be “on.” So he started carving out a quieter life (not an easy feat in his position, by any means). Instead, he turned his attention to nature, and to real, honest relationships. There’s even a heartfelt moment about meeting his girlfriend on Strictly Come Dancing. Love, he realized, can be grounding—even for a guy like him who’s spent half his life online.

Joe’s book Grow, hitting shelves on September 15th, is as much about learning to breathe deeply again as it is about practical advice. Not every chapter is revolutionary—some of it’s simple wisdom, the kind you’d get from an old friend over coffee. But somehow, in Joe’s voice, it feels fresh, necessary. Spending time in nature, he insists, isn't just therapeutic; it’s transformative. It’s like finding a “reset button” in the chaos of digital fame. And as he explains to Steven, he hopes readers will come away with that same feeling of re-grounding—of reconnecting to something real.

Curious yet? Don’t just take my word for it—click here to dive into the full episode on The Diary of a CEO YouTube channel and experience Joe’s raw honesty for yourself.