In a world where routines and safety are often prioritized, Yes Theory challenges us to step outside our comfort zones and embrace the unknown. Their motto, “Seek Discomfort,” has become a global movement inspiring people to grow by saying yes to the things that scare them.

Background and Founders

Yes Theory was founded in 2015 in Montréal, Canada, by four young men from different parts of the world:

• Thomas Brag from France

• Matt Dajer from the USA

• Ammar Kandil from Egypt

• Derin Emre from Turkey

They met by chance and were united by a shared desire to challenge themselves and the world around them. Their first project, Project 30, involved doing 30 things they had never done before in 30 days—documenting each experience.

From “Project 30” to Yes Theory

After the success of Project 30, the group briefly went under the name Generation Y Not and continued creating content that encouraged personal growth by embracing discomfort. Their unique approach soon caught the attention of larger platforms, and they were invited by Snapchat to move to Venice, California, to create content. This is when they officially adopted the name Yes Theory.

The Philosophy Behind “Seek Discomfort”

At the core of Yes Theory lies a belief: life’s most meaningful experiences happen outside of your comfort zone. By intentionally stepping into the unknown and challenging themselves, the group has demonstrated how personal growth and deep human connections arise from discomfort.

Global Adventures and Impact

Yes Theory has carried out a series of widely known projects that reflect their message:

• Persuaded Will Smith to bungee jump from a helicopter over the Grand Canyon

• Created the viral "Justin Bieber burrito" image, showing the power of social media

• Produced the documentary Project Iceman, following a man completing a full-distance triathlon in Antarctica

These projects have entertained millions while inspiring them to reevaluate their self-imposed limits.

Seek Discomfort as a Lifestyle

To further spread their message, Yes Theory launched a clothing brand called Seek Discomfort. The brand serves as a reminder to embrace everyday discomfort. By wearing the clothes, individuals signal their commitment to personal growth and openness to new experiences.

A Personal Reflection

I, too, have been deeply moved by Yes Theory. Their message helped me say yes to challenges and opportunities I would have previously avoided. And I’m not in my twenties or thirties anymore. This isn’t about age or trends—it’s about choosing courage over comfort. I’ve taken on mountain climbs, launched new ventures, and moved across countries, all because I said “yes” when it felt easier to say “no.”

Yes Theory reminded me that growth begins at the edge of familiarity. Their motto—Seek Discomfort—has become more than a slogan; it’s a compass.

Conclusion

Yes Theory is more than a YouTube channel—it’s a philosophy and global community that dares people to live fully. Through their content, projects, and spirit, they show us that the most rewarding parts of life often lie just beyond our comfort zones.

"The most meaningful moments in life come when you challenge yourself and do things you never thought possible."
– Thomas Brag, Co-founder of Yes Theory

To learn more and become part of the movement, visit:
🌍 https://www.yestheory.com
🧭 https://www.seekdiscomfort.com