Founder: George Chilton
Business: Hubbub Labs
Revenue/Month: $60K 
Founders: 2 
Employees: 8 
Website: hubbublabs.com
Location: L'Eixample, Barcelona, Spain.
Founded: 2017

Hubbub Labs, launched in 2017 by George Chilton and Dan Shepherd in Barcelona, Spain, has become a leading voice in content marketing for the education and technology sectors. This innovative agency is home to a globally distributed team, creating everything from thought leadership pieces to expansive e-books for clients ranging from startups to multinational corporations. 

“When we started Hubbub Labs,” Chilton recalls, “we wanted to build something that didn’t just churn out content but created work that truly mattered—content that engages and delivers real results.” This ethos has been the backbone of their operation, with Chilton and Shepherd emphasizing quality and strategy from day one. 

The agency’s services reflect this focus. By offering a diverse portfolio, including social media campaigns, press releases, video scripts, and long-form content, Hubbub Labs caters to businesses of all sizes. “For us, strategy isn’t an add-on; it’s where everything starts,” Chilton explains. He underscores that every project, whether a single blog post or an integrated marketing campaign, is tailored to align with the client’s goals. 

Barcelona proved to be fertile ground for the agency’s inception. The city’s thriving entrepreneurial ecosystem provided both inspiration and opportunity. Chilton notes, “The energy of Barcelona’s startup scene was incredible. It gave us access to a mix of clients who were as excited about growth as we were about storytelling.” 

However, the company’s aspirations extended far beyond its physical headquarters. Recognizing the value of global talent, Hubbub Labs quickly adopted a distributed workforce model. This approach allowed them to tap into expertise from Colombia to the UK, ensuring their work resonates with audiences across cultures and markets. “The diversity in our team doesn’t just add flavor—it makes our content more authentic,” Chilton says. 

A hallmark of Hubbub Labs is its meticulous balance between creativity and data-driven decision-making. “It’s not just about crafting beautiful prose or designing visually stunning campaigns,” Chilton emphasizes. “We measure everything. Data tells us what works, and creativity ensures it connects.” This dual focus has helped the agency build lasting relationships with clients, many of whom view Hubbub Labs as an extension of their own teams. 

Chilton’s leadership style has been a key driver of the agency’s success. He believes in fostering collaboration at every level, creating an environment where innovation flourishes. “The best ideas often come from unexpected places,” he shares. “I encourage everyone to contribute because a great concept can emerge from any corner of the room—or Zoom call.” 

Beyond the operational side, Hubbub Labs has remained nimble in the face of industry changes. Chilton and his team constantly refine their strategies to stay ahead of evolving trends. “Adaptability isn’t just nice to have—it’s essential,” he remarks. This mindset has led the company to experiment with emerging content formats and adopt cutting-edge technologies to better serve their clients. 

Chilton’s dedication to detail permeates the agency’s culture. Whether it’s ensuring a blog post captures a client’s unique voice or crafting a social media campaign that cuts through the noise, Hubbub Labs approaches each task with a level of precision that has earned them widespread respect. “For us, every piece of content is a chance to amplify a client’s story,” Chilton says. “We treat it with the care it deserves.” 

With a growing reputation and an unwavering commitment to innovation, Hubbub Labs has solidified its place as a trusted partner for businesses aiming to make an impact through powerful content. 

From Concept to Reality: Crafting a Business That Speaks 

The origins of Hubbub Labs are rooted in a recognition of a fundamental problem that businesses across industries often face: articulating their value in a way that resonates with their audience. For Chilton, this realization was both personal and professional, shaped by years of experience navigating roles that sharpened his understanding of communication and storytelling. 

“I kept seeing companies struggle to explain their ideas clearly,” Chilton recalls. “They had innovative products and passionate teams, but their message wasn’t landing. It felt like there was this gap, and I knew there had to be a way to bridge it.” 

Chilton’s journey to this realization wasn’t a straight line. Early in his career, he taught in classrooms, refining his ability to simplify complex ideas. Later, as a managing editor at an international publishing house and then a public relations firm, he learned firsthand the power—and pitfalls—of messaging. These roles were instrumental in shaping his approach, helping him identify the missing piece that many businesses needed: clarity. 

While Chilton’s expertise lay in storytelling, Shepherd brought a different but equally essential set of skills. His track record in education management was marked by results, particularly his leadership of one of Barcelona’s largest language schools. “Dan had this incredible ability to scale a business,” Chilton says. “He understood growth, and that complemented my focus on content and messaging perfectly.” 

The pair’s decision to start Hubbub Labs wasn’t born from luxury or excess; it was a leap taken with just $500 in their pockets and a clear sense of purpose. Their strategy in the early days was both bold and straightforward: build an online presence, launch a professional website, and put in the legwork to connect with potential clients. Chilton and Shepherd took every opportunity to meet with local business owners, attend industry events, and network with professionals around the world. 

“It was a lot of late nights and hard work,” Chilton reflects. “But we knew that to make this work, we had to show people the value we could bring to their businesses.” 

That value, as it turned out, lay in their ability to create content that didn’t just inform but inspired action. From the outset, Hubbub Labs made a deliberate choice to focus on quality over quantity. Instead of producing generic marketing materials, they aimed to provide journalistic-level content that could help businesses cut through the noise. 

“We wanted to create work that clients could be proud of,” Chilton says. “Our goal wasn’t just to deliver on the brief but to make their message stronger and more impactful.” 

Their approach resonated. Clients who had grown weary of bland, templated marketing campaigns found a refreshing alternative in Hubbub Labs’ tailored solutions. Chilton and Shepherd built their business on trust, ensuring that every piece of work added tangible value. 

Looking back, Chilton sees those early challenges as integral to the company’s DNA. The late nights, tight budgets, and relentless networking laid the foundation for a business that would eventually transcend borders and industries. “We didn’t have a safety net,” he shares. “But what we did have was a vision, and we stuck to it.” 

That vision, rooted in authenticity and precision, continues to define Hubbub Labs today. 

From Scrappy Beginnings to Strategic Expansion 

The journey from landing their first client to building a thriving business required ingenuity and resilience. Chilton and Shepherd quickly realized that building a content marketing agency wasn’t just about the creative process; it was about mastering the tools and strategies that modern businesses demanded. 

“We had to learn fast,” Chilton recalls. “Clients weren’t just looking for good writing. They wanted SEO, data insights, and strategies that delivered measurable results. So, we made it our priority to meet those expectations.” 

Their first big break came through a marketing manager’s post in a Facebook group, a platform often overlooked by many in the business world. Spotting an opportunity, the pair pitched their services to help grow the blog of a local business school. That pitch landed not only the project but a full year’s payment upfront—an unexpected windfall that provided financial stability during their early days. 

“That first client was a game-changer,” Chilton says. “It gave us the confidence to keep going and showed us that our approach worked.” 

This win reinforced their relationship-driven strategy for acquiring new business. Rather than taking a one-size-fits-all approach, they asked questions, listened to their clients’ challenges, and tailored solutions to meet specific needs. Their willingness to collaborate with other experts when necessary further strengthened their offerings, enabling them to provide end-to-end solutions. 

A Launch Party With Purpose 

When the time came to officially unveil Hubbub Labs, the co-founders wanted to make a splash without breaking the bank. Their solution? A high-energy launch party that doubled as a networking opportunity and lead generator. Friends, colleagues, and potential clients filled the space, creating an electric atmosphere that celebrated the birth of the agency while introducing it to the Barcelona business community. 

“The party wasn’t just about having fun,” Chilton explains. “We wanted to show people who we were and what we could do, and it worked.” 

One clever feature of the event was a raffle offering free blog posts to attendees. The promotion generated buzz, built goodwill, and helped them capture valuable contact information for future outreach. Meanwhile, their lean approach to planning kept costs in check, with the pair leveraging their network to secure resources like a free website from a developer friend. 

“We were scrappy in those days,” Chilton says. “But every decision we made was intentional. We focused on what would bring the most value and kept everything else simple.” 

Building a Reputation One Step at a Time 

Post-launch, Chilton and Shepherd opted for a steady, sustainable growth strategy. Instead of scaling quickly, they focused on delivering consistent, high-quality work. By maintaining their emphasis on education and startup marketing, they established a reputation for expertise in these niches, which further fueled word-of-mouth referrals. 

“We knew we couldn’t be everything to everyone,” Chilton shares. “Focusing on our strengths allowed us to do our best work and build a solid reputation.” 

Organic growth played a significant role in their success. They avoided traditional advertising, relying instead on a mix of blog-driven SEO, LinkedIn networking, and visibility at local and international events. Barcelona’s startup community became a particularly fertile ground for connections, with Hubbub Labs sponsoring and attending events that brought them face-to-face with key decision-makers. 

Workshops and speaking engagements also became a cornerstone of their strategy. Chilton and Shepherd took the stage at marketing conferences and local meetups, where their expertise attracted new clients and bolstered their professional credibility. 

Media exposure added another layer of validation. Features in prominent outlets like Entrepreneur Magazine and The Next Web amplified their profile and reinforced their positioning as experts in their field. While PR didn’t always translate directly into new clients, it served as a powerful credibility booster. 

For Chilton, these incremental achievements represent the essence of Hubbub Labs. “It’s never been about chasing quick wins,” he says. “We’ve always focused on building something meaningful—one client, one project, one relationship at a time.” 

Sustained Growth Without Compromise 

Hubbub Labs is no longer a fledgling agency but a thriving business that has managed to grow steadily while staying true to its roots. Annual revenues have climbed by roughly 40% each year, a testament to the company’s careful and intentional approach to scaling. Chilton and Shepherd’s strategy revolves around balancing growth with quality, a philosophy that has kept their clients coming back and their reputation strong in the competitive markets of education and startup marketing. 

“We’ve always been clear about one thing,” Chilton says. “We’re not interested in growing fast if it means sacrificing the quality of our work. That’s what sets us apart and what keeps our clients loyal.” 

Looking forward, Chilton sees expansion on the horizon but insists it will be pursued thoughtfully. While Hubbub Labs has carved out a niche in content marketing, plans are in motion to broaden their offerings to include design and public relations. This calculated diversification is aimed at giving clients a wider array of tools to articulate their value. “We’re not rushing it,” Chilton explains. “Every step we take is deliberate. We want to do it right, not just for ourselves but for the people who trust us to deliver.” 

The Strength of a Complementary Team 

Behind the company’s success lies the dynamic partnership between Chilton and Shepherd. Together, they’ve built a business that leverages their unique strengths and perspectives. Chilton focuses on creativity and messaging, while Shepherd brings an operational edge, honed through years of experience scaling businesses. 

“Dan and I approach problems from completely different angles,” Chilton shares. “That’s what makes our partnership work. He challenges me to think more practically, and I push him to see the bigger picture. It’s a balance that keeps us moving forward.” 

This interplay of ideas has proven invaluable in critical moments. From crafting long-term strategies to solving day-to-day challenges, their contrasting skill sets have helped them find solutions that might otherwise have gone overlooked. 

Chilton reflects on the importance of having a partner who not only shares the vision but also brings complementary strengths to the table. “A good co-founder doesn’t just agree with you,” he says. “They push you to be better and help you see opportunities you might have missed on your own.” 

As Hubbub Labs looks to the future, this collaborative approach remains at the heart of their strategy. Whether it’s entering new markets or refining existing processes, Chilton and Shepherd continue to rely on the balance of their partnership to guide the company toward its next phase of growth. 

“At the end of the day,” Chilton says, “it’s not just about where we’re going—it’s about how we get there. And having the right partner makes all the difference.” 

Lessons From the Trenches: Building a Business That Lasts 

Starting from scratch and growing a business into a sustainable success takes more than just ambition—it requires insight, adaptability, and a clear sense of purpose. For Chilton, much of that comes down to relationships. 

“Your network is one of your most valuable assets,” he says. “It’s not just about who you know, but how you connect with them. Generosity goes a long way, whether it’s offering help, sharing advice, or simply introducing people who can benefit from knowing each other.” 

Chilton sees these connections as more than professional resources—they’re opportunities to create a ripple effect. By approaching relationships with an open mind and a willingness to give without expecting immediate returns, he believes entrepreneurs can unlock doors they didn’t even know existed. 

But relationships alone won’t move a business forward. According to Chilton, the real progress begins when you’re willing to take the leap. He’s candid about the idea that no one ever truly feels ready to start. “You’re never going to have everything figured out before you begin,” he says. “The key is to start with something you know and care about. You’ll learn as you go, but you have to be willing to take that first step.” 

For Chilton, that first step is about action, not perfection. Waiting for ideal conditions or over-preparing can leave promising ideas in a state of limbo. He insists that experience is the best teacher and growth is most meaningful when it happens in real time. 

Even so, Chilton is quick to caution against rushing ahead without a plan. He has a name for it: “death by success.” Scaling too quickly or taking on too much, too soon, can overwhelm even the most capable entrepreneurs. “It’s better to grow methodically and sustainably,” he advises. “You don’t want to reach for success so fast that it becomes unmanageable. Growth should empower you, not drain you.” 

That balance—between bold action and deliberate pacing—has been central to the success of Hubbub Labs. Chilton believes that by nurturing connections, embracing imperfection, and maintaining a clear vision for sustainable growth, entrepreneurs can create something truly rewarding. 

“It’s a mix of optimism and realism,” he reflects. “You have to believe in what you’re building, but you also have to be honest about what it takes to get there. That’s how you build something that lasts.” 

It’s a philosophy that has guided Hubbub Labs from its earliest days to its current success, and it’s one that Chilton and Shepherd continue to refine as they look toward what’s next. 

Success Factors: Why Did Hubbub Labs Succeed? 

Strong Foundational Expertise 

• Chilton’s Background in Communication and Content Creation: Years of experience in teaching, publishing, and public relations helped Chilton master storytelling and the nuances of effective messaging. 

• Shepherd’s Operational Acumen: His success in scaling a language school demonstrated his ability to grow businesses strategically. 

A Clear Value Proposition 

• Focus on Quality Over Quantity: The agency’s commitment to creating high-caliber, purpose-driven content distinguished it from competitors offering generic marketing materials. 

• Niche Specialization: Targeting education and startup markets allowed them to hone their expertise and deliver tailored solutions. 

Adaptability and Continuous Learning 

• Evolving Skill Sets: They expanded their expertise to meet client needs in SEO, analytics, and strategy, ensuring they stayed relevant in a competitive field. 

• Careful Expansion: Plans to diversify into adjacent services like design and public relations are pursued with thoughtful integration to maintain quality. 

Strategic Client Acquisition 

• Early Wins Through Grassroots Networking: Their first major client was secured through proactive pitching in a Facebook group, showcasing their hustle and strategic use of digital spaces. 

• Relationship-Driven Growth: Chilton and Shepherd focused on understanding client challenges, offering tailored solutions, and building trust. 

A Global and Collaborative Approach 

• Distributed Workforce: Leveraging a global talent pool allowed Hubbub Labs to access diverse skills and perspectives. 

• Collaboration with Experts: Partnering with external collaborators enhanced their ability to deliver comprehensive solutions. 

Scrappy Beginnings and Resourceful Execution 

• Low-Cost Strategies: From leveraging personal networks to trading services, they kept initial overheads minimal while prioritizing impactful investments. 

• Creative Marketing Efforts: Their launch party and raffle not only generated buzz but also helped build their mailing list. 

Consistent and Sustainable Growth 

• Measured Scaling: They prioritized deliberate, step-by-step growth to avoid overextending and maintain their standards of quality. 

• Word-of-Mouth Referrals: High client satisfaction drove organic growth and reinforced their reputation. 

Media and Networking Visibility 

• PR and Speaking Engagements: Media features and conference appearances boosted their credibility and expanded their professional network. 

• Active Participation in Local Communities: Their involvement in Barcelona’s startup scene helped them connect with decision-makers. 

A Balanced Leadership Dynamic 

• Complementary Strengths: Chilton’s creative vision paired with Shepherd’s operational expertise allowed them to approach challenges holistically. 

• Collaborative Decision-Making: Their ability to challenge and support each other fostered stronger strategic decisions. 

Philosophy of Generosity and Relationship Building 

• Valuing Connections: Chilton emphasized the importance of helping others, creating a network that continues to pay dividends. 

• Fostering Trust: Their reputation for providing value and nurturing genuine relationships has been a cornerstone of their success. 

Commitment to a Balanced Growth Strategy 

• Avoiding “Death by Success”: Their methodical approach to scaling ensured they didn’t take on more than they could handle, preserving their integrity and client satisfaction. 

• Optimism Grounded in Realism: Their ability to combine big-picture thinking with pragmatic execution has driven sustained success. 

Key Lessons to Learn 

Start Small, Think Big, and Stay Focused 

• Lesson: Ambitious goals don’t require massive resources at the outset. Hubbub Labs started with just $500, but a clear focus on quality and strategy helped them build credibility and achieve consistent growth. 

• Takeaway: Prioritize meaningful work over flashy beginnings. A strong foundation leads to long-term success. 

Build on Complementary Strengths 

• Lesson: Chilton and Shepherd combined their unique skills—creative content and operational growth—to create a balanced leadership dynamic. 

• Takeaway: Partner with individuals who bring different but complementary abilities. Diverse perspectives strengthen decision-making and business strategies. 

 Prioritize Relationships and Networking 

• Lesson: A significant portion of Hubbub Labs’ growth came from cultivating relationships, whether through grassroots networking, collaborations, or maintaining strong client connections. 

• Takeaway: Generosity and authenticity in networking can open doors and create opportunities that might not be immediately apparent. 

Start Before You Feel Ready 

• Lesson: Chilton emphasized the importance of action over waiting for the perfect moment. Learning and growth happened through doing, not over-planning. 

• Takeaway: Don’t let fear of imperfection stall progress. Start with what you know and adjust along the way. 

Adapt and Learn Constantly 

• Lesson: Hubbub Labs evolved to meet client demands, expanding into SEO, analytics, and strategy to stay competitive. 

• Takeaway: Stay curious and open to learning. The willingness to adapt keeps businesses relevant and capable of meeting market needs. 

Focus on Quality, Not Just Quantity 

• Lesson: By prioritizing high-caliber work tailored to clients’ goals, Hubbub Labs stood out in a crowded content marketing industry. 

• Takeaway: Excellence builds trust and generates word-of-mouth referrals, making it a powerful growth driver. 

Take Measured Risks 

• Lesson: Their careful pace of growth and methodical expansion into new services ensured they didn’t overextend or compromise quality. 

• Takeaway: Grow deliberately. It’s better to scale sustainably than to risk burnout or overreach. 

Use Creativity to Overcome Resource Constraints 

• Lesson: Their launch party and creative use of personal networks helped them generate buzz and secure resources without significant upfront costs. 

• Takeaway: Resourcefulness and creativity can substitute for large budgets, especially in the early stages of a business. 

Specialize to Stand Out 

• Lesson: By focusing on education and startup markets, Hubbub Labs built deep expertise and established itself as a go-to agency for these sectors. 

• Takeaway: Specialization allows businesses to refine their offerings and target ideal clients more effectively. 

The Power of Public Visibility 

• Lesson: Media features, speaking engagements, and active participation in professional communities enhanced their credibility and visibility. 

• Takeaway: Leverage PR and public engagements to build a brand’s reputation and demonstrate expertise. 

Embrace Sustainable Growth 

• Lesson: Chilton and Shepherd avoided “death by success” by scaling gradually and prioritizing sustainable practices. 

• Takeaway: Rapid growth isn’t always better. Ensure your business can handle new opportunities without compromising its foundation. 

Value Generosity and Collaboration 

• Lesson: Chilton highlighted the importance of helping others and collaborating with external experts to provide comprehensive solutions. 

• Takeaway: Generosity and a collaborative mindset not only strengthen networks but also enhance the quality of your offerings. 

Maintain a Balance Between Optimism and Realism 

• Lesson: Hubbub Labs paired ambitious goals with practical execution, ensuring every decision aligned with their long-term vision. 

• Takeaway: Believe in your vision but stay grounded in reality. This balance fosters growth without overextending resources. 

Opportunity Matrix 

Founder Background 

• George Chilton: Expertise in teaching, publishing, and PR; skilled in communication and storytelling. 

• Dan Shepherd: Proven track record in education management, successfully scaling a language school by 40% in two years. 

Problem Identification 

Businesses struggled to articulate their value effectively, leading to missed opportunities in reaching target audiences. 

Market Opportunity 

High demand for quality content marketing, particularly in education and tech sectors. 

Competitive Landscape 

Many agencies offered generic content services, creating a gap for tailored, high-quality solutions. 

Market Research 

Early efforts involved identifying client pain points through direct conversations and digital networking spaces. 

Business Model 

Service-based agency focusing on content marketing, with plans for measured diversification into design and PR. 

Initial Capital 

$500, invested into building a professional website and initial outreach efforts. 

Product/Service Development 

Content strategy, thought leadership articles, SEO-optimized blogs, e-books, video scripts, and social media campaigns. 

Marketing Strategy 

Grassroots networking, leveraging social platforms (e.g., Facebook), organic SEO, LinkedIn outreach, and public visibility. 

Milestones 

• Landing the first client with a year-long upfront payment. 

• Hosting a successful launch party to generate buzz and build a mailing list. 

• Achieving 40% annual revenue growth year over year. 

Scalability 

• Leveraged a distributed workforce to scale operations globally. 

• Plans to expand services into adjacent areas like design and public relations. 

Potential Risks and Challenges 

• Risk of overextending with rapid growth. 

• Potential dilution of quality if scaling too quickly or adding services without integration. 

Key Performance Indicators/Metrics 

• Revenue growth (40% YoY). 

• Client retention and satisfaction rates. 

• Organic traffic and lead generation through SEO and content performance analytics.