The Contrarians, the business podcast hosted by Luxury Escapes co-founder Adam Schwab and Catapult Sports executive chairman Adir Shiffman, is being developed into a broader media company with former Private Media chief executive Will Hayward joining as CEO and part-owner. The move marks a significant expansion for a podcast that has spent three years building a focused audience across Australia’s startup, founder, investor and executive communities. Hayward has reportedly taken a substantial stake in the venture and will lead its push into newsletters, video, events and commercial partnerships.
From Podcast to Media Platform
The Contrarians has produced about 200 episodes and currently publishes two shows a week, drawing more than 30,000 monthly listeners according to figures shared by the company. Its Substack presence has also become a key distribution channel, with the publication noting more than 7,000 subscribers. The audience is commercially attractive because it is concentrated among business leaders, entrepreneurs and investors, including many who are considering fundraising, exits or other major capital events.
Hayward’s Role and Strategy
Hayward, who recently left Private Media, publisher of Crikey, SmartCompany and The Mandarin, will initially run the new business as a lean operation. He has said the immediate priority is to increase reach and revenue without adding unnecessary financial or operational complexity. Advertising is expected to be the primary revenue source at first, although subscriptions, events and adjacent business opportunities are also being considered.
A Shift in Media Models
The new venture is being positioned around the idea that modern media brands are increasingly built around personalities, communities and audio-visual formats rather than traditional mastheads. Hayward has pointed to international examples where podcasts and individual hosts have become the centre of larger media ecosystems, supported by social clips, newsletters, live events and premium products. The Contrarians plans to use video excerpts across social platforms including LinkedIn and YouTube, while Substack will support a weekly subscriber email.
Political and Market Positioning
The company is also leaning into a clear editorial identity, describing the show as centrist and fiscally conservative in a media startup market Hayward believes has recently been dominated by left-leaning independent brands. The podcast’s discussions have covered the federal budget, local IPO activity, global technology trends and wider business developments, often from a founder and investor perspective. Hayward has said he does not agree with Schwab and Shiffman on every issue, but views their perspective as a major reason for the show’s traction and future potential.
Growth Plans
Schwab said the decision to bring in Hayward reflected the same hiring philosophy the hosts often recommend to founders and executives: recruit the strongest possible talent. The business intends to expand the show with new features and formats, while also developing live events later this year. Hayward has framed the ambition clearly, saying the aim is to turn The Contrarians into Australia’s leading audio-visual business media brand.
The launch comes at a difficult time for media companies, but The Contrarians is betting that targeted audiences, trusted hosts and low-overhead distribution can create a more resilient model. By combining an established podcast audience with Hayward’s media operating experience, the venture is seeking to move beyond commentary into a diversified business platform. Its success will depend on whether it can convert a loyal niche following into a scalable media brand without losing the direct, opinionated voice that built its audience.