MrBeast appears to be expanding his brand into physical products.
The YouTuber Jimmy Donaldson’s company, Beast Holdings, submitted a trademark application Monday for Beast Band, signaling a move into wearable fitness devices. The filing categorizes Beast Band as “Bands for wearable activity trackers; Smartwatch bands; Wearable activity trackers.”
The application was filed on an “intent to use” basis, which generally indicates the applicant has a genuine plan to launch such products, according to Josh Gerben, a trademark attorney whose firm represents entrepreneurs, celebrities, and professional athletes, and who discovered the filing. He is not affiliated with MrBeast, whose company declined to comment.
Fitness wearables align with the company’s strategy to diversify into ventures that don’t require Donaldson’s daily involvement or on-camera presence, such as mobile and financial services.
Beast Industries has explored health and wellness products for years. An investor presentation from 2025 showed health and wellness items on the 2025 roadmap, with plans for nutrition products like vitamins and protein powder, while targeting Gen Z and Gen Alpha with personal care items like soap and lotion in 2026. As with previous ventures he’s considered, such as podcasts and NFTs, some proposals may never reach the market.
Health and fitness have been recurring themes in MrBeast’s content, often featured in his physical challenge videos. A 2025 YouTube video viewed 278 million times showed him challenging a man to lose 100 pounds in a year for $250,000. He also operates a YouTube sports channel featuring boxing and MMA content.
Donaldson has also spoken openly about his experience with Crohn’s disease. He’s shared his fitness routine and appeared in videos working out with Chris Hemsworth and discussing exercise with fitness creator Jesse James West.
In some instances, Donaldson has partnered with other companies to rapidly expand into new areas, as he did with the acquisition of Step, a digital banking platform.
Gerben, the trademark attorney, suggested Beast Industries might partner with an existing manufacturer to produce Beast-branded wearables rather than producing them in-house.
“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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