Brazilian digital entrepreneurship has gained new contours in recent years, and one of the most emblematic stories of this transformation is that of Igor Coelho. Ahead of the Flow Group, he built one of the best known media hubs in the country, originating from a podcast project that quickly gained national scale and repercussion. The trajectory, however, was not linear: crises, route changes, and difficult decisions were part of the way.
Son of a family of simple origin, Igor began his professional life as a teacher of English. Still young, he explored different areas of the internet and entertainment, passing through the universe of games. This prior experience helped shape the vision that would later give rise to the Flow Podcast, inspired by the format popularized by Joe Rogan, in the United States.
Today, as CEO of the Flow Group, Igor leads a business that transcended the podcast and became a reference in the production of digital content in Brazil. In the latest episode of the podcast From scratch to the top, Presented by Mariana Amaro, he told in detail how this construction was, the ups and downs of the journey and the challenges of driving the company in the face of great crises.
Continues after advertising
Also read:
From class to flow
Igor has always maintained a close relationship with the digital universe. Even before thinking of podcast, he already connected with online communities and saw in this environment a fertile space for new ideas. At the beginning of his career, however, he acted as an English teacher, an experience that brought discipline and a sense of responsibility, but did not limit his restlessness.
Over time, it moved through the game industry and experienced different initiatives in the online environment. Versatility and curiosity led him to explore formats that went beyond the conventional, creating projects that mixed entertainment, interaction and authenticity. It was from this context that the idea of Flow was born, a long -term relaxed interview program, where guests can speak freely.
Continues after advertising
According to Igor, the initial proposal came amid conversations with friends and the observation of international trends. Joe Rogan’s shape in the United States served as direct inspiration. The idea was to reproduce in Brazil a similar space, but with its own identity, adapted to the local reality.
This beginning showed that there was room for a different interview program from what was seen in the traditional media. Flow won public quickly, in part for the authenticity and freedom of expression it offered. The model became a milestone and paved the way for the rapid growth of the group.
Flow growth brought visibility, but also major challenges. The most delicate point of the trajectory was the crisis involving partner Bruno Aiub, known as Monark. In February 2022, during an edition of the Freedom of Expression Program, the presenter stated that he thought it should be possible to create a Nazi party.
Continues after advertising
The comment, which generated national repercussion, put the continuity of the project in check. Igor recalls that when the controversy broke out, the perception was that the credibility of the entire company was at risk. “It was a financial crisis that came from an even greater crisis: reputation,” says Igor Coelho, during the interview. With the episode, the company lost, from one hour to the next, 97% of its revenue.
He acknowledges that the episode was a watershed. On the one hand, there was a need to preserve the brand; on the other, the concern with the emotional and personal impact of the crisis. Igor even said that as they “beat” at Monarchk, they were also hitting him and the whole structure. The situation required quick and strategic decision making.
Amid turbulence, it was necessary to restructure processes and review the way to manage the business. Igor bought Monarchk’s part in society and understood that the flow could no longer sustain himself only in the informality that had marked the beginning. Professionalization became inevitable: teams were reorganized, quality standards were defined, and new strategic horizons began to be traced.
Continues after advertising
This turn showed the resilience necessary to keep the company standing in the midst of the greatest difficulties. The episode also showed the importance of building a structure capable of resisting crises, reducing dependence on individuals and strengthening the brand as an institution.
For more details of the company’s history and know your strategy for the future, see the full episode in. The program is available and in its podcast version on the main streaming platforms such as,,,
About zero to the top
O podcast From zero to top It is a production of Infomoney And it brings, each week, the history of prominent women and men in the Brazilian market to tell their history, sharing the biggest challenges faced along the way and the main strategies used in the construction of the business.
The program has already received names as founder of Brisanet; , from the Simpar group; Founder of XP Investimentos; , Chairman da Cognna; Supley group co -founder; CEO and founder of 3Tentos; CEO of the King of Mate; one of the founders of the free market; the entrepreneur; , founder and CEO of Cobasi; Executive responsible for Renner’s rise; and told dozens of success stories.
