Sawyer Hemsley, co-founder and chief branding officer of the wildly popular Crumbl Cookies chain, came out publicly as gay in a heartfelt Instagram post on Monday, choosing to speak his truth directly rather than let speculation define his story.
“Over the past little while, there have been people online trying to define me, twist things, and share conversations in ways that feel harmful,” Hemsley began. “Instead of letting others write my story, I want to share it in my own words.”
Hemsley shared that after years of internal reflection, he has come to fully embrace and accept that he is gay. “It’s taken me a long time to really process this part of myself and even longer to feel comfortable enough to say it out loud,” he wrote. “Coming to terms with it has been overwhelming and, at times, scary, but it has also brought me peace, joy, and authenticity that I wouldn’t trade for anything.”
His announcement was met with an outpouring of support, as thousands of followers and fans expressed admiration for his courage and honesty. Many saw the post as a powerful example of reclaiming one’s narrative in a world quick to make assumptions.
Hemsley grew up in southeastern Idaho and, like many in the region, was raised in a devoutly religious environment. He served a mission in Mexico for the Church of Jesus Christ of Latter-day Saints and has often spoken about how his upbringing shaped him. In his coming-out message, he acknowledged that his background made the journey more complicated.
“I grew up with values and beliefs that I still deeply love and respect,” he wrote. “But I remain grateful for my foundation, even as I’ve worked to embrace this truth about myself.”
He acknowledged that not everyone would understand or support his decision, but expressed hope that kindness and empathy would lead the way. “I’ve learned so much through this process, about strength, compassion, and the importance of living authentically.”
Crumbl Cookies, which Hemsley co-founded in 2017 with his cousin Jason McGowan in Logan, Utah, has grown into a nationwide sensation, known for its rotating weekly menu, pastel-pink branding, and social media presence. The two entrepreneurs launched the company with a shared goal of creating the perfect chocolate chip cookie, and a desire to bring people together over sweets.
Despite lacking prior baking experience, Hemsley and McGowan tapped into Utah’s dessert-loving culture, where sharing baked goods is a common gesture of community. What began as a single storefront has since grown into more than 1,000 locations across the United States and even internationally.
Hemsley’s rise in the business world has been accompanied by both admiration and scrutiny. In July, he shared reflections on the challenges of entrepreneurship, describing sleepless nights, missed milestones with family, and the emotional toll of launching a brand under intense pressure.
“You’ll be loved by some, misunderstood by others,” he wrote. “You’ll have people rooting for you with everything they’ve got — and a few doing everything they can to see you fall… And that’s just part of it.”
In recent weeks, speculation about Hemsley’s personal life had intensified online, with some attempting to out him publicly. Rather than allowing others to take control of his story, Hemsley chose to speak up with transparency and grace.
His statement closed on a note of gratitude. “At the end of the day, I’m deeply thankful: for the opportunities I’ve had, for the people who support me, and for the chance to live and share my story. It’s a journey of growth and honesty, and one I’ll never stop being grateful for.”
