MrBeast may be looking to take his brand further into the offline world.
The YouTuber Jimmy Donaldson's company, Beast Holdings, filed a trademark application Monday for Beast Band, paving the way for branching into wearable fitness products. It identified Beast Band as "Bands for wearable activity trackers; Smartwatch bands; Wearable activity trackers."
The application was filed on an "intent to use" basis, which typically means the applicant has a bona fide intent to launch such services, said Josh Gerben, a trademark attorney whose firm's clients include entrepreneurs, celebrities, and pro athletes, and who spotted the filing. He isn't involved with MrBeast, whose company didn't comment for this story.
Fitness wearables would be in line with the company's push to branch out to businesses that don't require Donaldson's day-to-day involvement or on-screen presence, like mobile phone and financial services.
Beast Industries has eyed health and wellness products over the years. An investor deck shared in 2025 indicated health and wellness products were on the road map for 2025, with the company seeing an opportunity to make nutrition products like vitamins and protein powder, while targeting Gen Z and Gen Alpha with personal care products like soap and lotion in 2026. As with other products he's eyed in the past, like podcasts and NFTs, some of these proposals may not make it to market.
Health and fitness have shown up as a theme in MrBeast's content over the years, often in the context of his physical challenge videos. A 2025 YouTube video viewed 278 million times had him challenging a man to lose 100 pounds in a year for $250,000. He also has a YouTube sports channel that posts boxing and MMA content.
Donaldson has also discussed his own experience with Crohn's disease. He's also posted about his fitness regime and been in videos working out with Chris Hemsworth and discussing exercise with fitness creator Jesse James West.
In some cases, Donaldson has partnered with other companies to expand quickly into other areas, as he did with the acquisition of Step, a digital banking platform.
Gerben, the trademark attorney, said he could see Beast Industries partnering with an existing company to make Beast-branded wearables rather than manufacturing them itself.
"You're unlocking the value of licensing," he said. "He may not be the one creating the brand. That's the benefit of having the power of the brand."
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Lucia Moses covers the media and entertainment business, with a focus on how creators build businesses, how media companies intersect with creators, and how marketers adopt entertainment tools. She's broken stories about MrBeast's ambitions, Google's movie initiative, and Netflix's push into podcasts.She previously reported on media and managed teams at Digiday and Adweek.
