The Detail Geek

Mitchell, a car detailing business owner from Canada, started The Detail Geek in 2014 to showcase his work and attract local clients. His first-person POV videos of transforming extremely dirty, neglected vehicles into showroom condition quickly went viral, tapping into the same psychological satisfaction as cleaning and restoration content. What made his content addictive was the extreme before-and-after transformations combined with his calm, methodical narration and ASMR-quality audio of scrubbing, vacuuming, and pressure washing. Viewers couldn't look away as decade-old stains disappeared and buried interiors emerged spotless. The channel's explosive growth transformed his local detailing business into a global brand. He now has a waitlist measured in years, has launched his own detailing product line, and generates more revenue from YouTube and products than from actual detailing services.