Prepared March 26, 2026 · All follower counts live as of today
The hosts are bigger than the brand on every platform. Dillon has 40K Twitter followers — nearly 4x the Circling Back brand account (10.7K). Any growth strategy must run through the hosts first, then amplify through brand accounts. Sunday Scaries Instagram at 1M is proof of concept — consistency over years is the playbook.
Male & female, ages 25–40. Office jobs, real responsibilities — partner, maybe kids, mortgage, the whole thing. They’re not checking out of life, they’re just looking for a daily escape with people they actually relate to.
This audience doesn’t want polished. They want real. They’ve been listening to these guys for years through a speaker — they already feel like they know them. The opportunity is to bring them deeper inside: the office banter, the conversations that happen between takes, the unscripted moments that remind them of their own group chat.
The content that wins: Short-form clips from the show get new eyes. Original in-office content — casual, personality-driven, low-production — builds loyalty and turns listeners into followers across every platform. The audience isn’t looking for a highlight reel. They’re looking for access.
| Person | Handle | Followers | Notes |
|---|---|---|---|
| Brett Merriman | @shmerriman | 17,277 | Sales — strong personal brand independent of the show |
| David Ruff | @dcarterruff | 14,332 | Sporadic poster — mostly show promotion and sports takes, but proven viral ceiling when he fires off an original observation |
| Dillon Cheverere | @DCheverere | 40,341 | Most active host on Twitter, drives show conversation |
| Geoff Frink | @gfrink | 1 😂 | Not a growth target |
| Randy Trembacki | @RandyTrembacki | 2,980 | Producer — behind the scenes, underutilized personality |
| Will deFries | @willdefries | 22,303 | Lifestyle and leisure content, consistent posting cadence |
| Person | Handle | Followers | Notes |
|---|---|---|---|
| Brett Merriman | @shmerriman | 7,100 | Sales — consistent personal brand presence |
| David Ruff | @dcruff | 11,000 | Co-host — strong personality on the show, Instagram following has room to grow relative to his on-air presence |
| Dillon Cheverere | @dcheverere | 15,600 | Host — most recognizable face of the Circling Back brand |
| Geoff Frink | @shabba_frangs | 90 😂 | Not a growth target |
| Randy Trembacki | @randytrembacki | 6,200 | Producer |
| Will deFries | @willdefries | 25,000 | Separate from Sunday Scaries brand account |
| Platform | Followers / Subs | Notes |
|---|---|---|
| ~60,000 | Strongest brand channel — anchor for the parent brand identity | |
| YouTube | 5,330 | 778 videos · 761K total views |
| Twitter/X | 5,188 | Largely dormant |
| TikTok | 725 | Essentially a blank slate — low effort to repurpose Circling Back clips here and consolidate under the parent brand |
| Platform | Followers / Subs | Notes |
|---|---|---|
| TikTok | ~15,200 | Best short-form opportunity — 15K head start |
| Twitter/X | 10,758 | Most active brand social |
| ~13,000 | Consistent posting needed to grow | |
| YouTube | 4,000 | 714 videos · 1.7M total views — clip machine ready |
| 6,397 | Active fan community, largely self-managing | |
| Spotify / Apple | Active | 911 episodes · 7-year catalog |
| Platform | Followers / Subs | Notes |
|---|---|---|
| 1,000,000+ | North star — proof that consistency over years works | |
| Substack | 30,000+ | Will’s owned audience — strongest newsletter in the portfolio |
| Twitter/X | 11,906 | Healthy engagement, lifestyle-focused content |
| YouTube | 2,970 | Retail Therapy weekly · biggest untapped gap in the portfolio |
| Spotify / Apple | Active | Millions of podcast downloads historically |
How do we build consistency as a team? The channels that grow are the ones where someone shows up every week without fail. The goal is to figure out how to make that happen — whether that’s dividing ownership internally, creating better systems, or bringing in someone new to own execution.
Short-form clips + original content. Clipping the show is the fastest path to new audiences. But the longer play is original content built around the personalities — in-office moments, unscripted banter, behind-the-scenes access. The audience has been listening to these guys for years. Bringing them inside the tent gives them something they can’t get anywhere else.
Who is the audience? Male and female, 25–40, office jobs, partners, kids, looking for a daily escape with people they actually relate to. Content that mirrors their life — the commute, the Sunday dread, the group chat energy — is what converts a listener into a follower across every platform.