From Nightclub CHAOS To Cinnamon Rolls: The Rise Of Roll Boys - George Artemi

George Artemi is the founder of Roll Boys, the cult cinnamon roll brand with over 135k followers and queues down the street every weekend. His path into food was anything but ordinary. From playing football to running nightclubs aged just 23, through burnout and hitting rock bottom, George rebuilt his life with a single idea: cinnamon rolls.

What began with no baking experience and borrowed money for a flight home has become one of London’s most in-demand food brands.

In this episode George shares:

• How he went from nightclub chaos to creating Roll Boys

• The lessons from hitting zero and starting again with nothing

• Why storytelling beats marketing and builds a cult following

• How scarcity and simplicity fuelled Roll Boys’ explosive growth

• The realities of resilience, pressure, and building a brand with soul