About
On a small acreage property in a mountain town in Idaho, Jason and Alyssa Younker are building more than just a homestead; they are constructing a modern digital empire. Their YouTube channel, MTN BUILT, has become the definitive chronicle of a rugged Western lifestyle, attracting nearly 80,000 subscribers and accumulating over 25 million views since its launch. But behind the serene backcountry vistas and the quiet work of training mules lies a well-organized and carefully executed digital business. The Younkers have transformed their passions for equine training, taxidermy, and financial discipline into a multi-platform brand that stands as a example of authenticity, strategic niche domination, and resilient monetization in the contemporary creator economy.
MTN BUILT: History and Growth
The MTN BUILT YouTube channel was officially created on January 7, 2023, but its foundations were laid years earlier in the lived experiences of its creators. Jason and Alyssa Younker, who make their living as both content creators and taxidermists, built their brand on a bedrock of verifiable expertise and a compelling personal narrative. Alyssa’s deep understanding of equines is not a hobbyist pursuit; it stems from a professional career that began in her early 20s when she moved to Central Oregon to work as a horse trainer. A formative experience at a clinic with the renowned horseman Buck Brannaman, where she successfully rehabilitated a difficult “touchy molly mule,” cemented her appreciation for the species and debunked common stereotypes—a perspective that now forms the expert core of the channel’s content.
Jason’s worldview is shaped by a profound respect for family and legacy. He identifies his father as the biggest influence on his life, a man who “sacrificed so much to set up my brother and me for success.” He also draws inspiration from his grandfather, whom he describes as possessing “so much wisdom and a ton of great hunting stories from the glory days of mule deer hunting.” These values are woven into the fabric of the MTN BUILT brand.
A central pillar of the Younkers’ story, and a key driver of their audience connection, is their journey toward financial freedom. They have openly documented their methodical process of paying off nearly $100,000 in consumer debt, a achievement that enabled them to purchase their animals without financing. Their strategy is intellectually grounded in Dave Ramsey’s book “Total Money Makeover,” which Jason cites as one of the best he has ever read. Their ongoing goal of becoming 100% debt-free, with only their mortgage remaining, frames their aspirational lifestyle as an attainable result of discipline, making their journey relatable and instructive.
MTN BUILT: Content and Style
The channel’s mission is to bring viewers along for “horse, mule, and backcountry adventures,” a promise delivered through three distinct but interconnected content pillars. The primary focus is Equine Training and Horsemanship, chronicling the detailed progress of animals like the mules Cedar and Josey, the rescue mule Reata, and most notably, Rooster, a 3-year-old wild mustang. Adopted from the Twin Peaks HMA after the High Rock Gather, Rooster’s journey from an “untouched and unsure” colt to an animal taking its first ride is a powerful, serialized narrative that hooks viewers.
The Backcountry Adventures pillar showcases the practical application of their training, with videos of mountain pack trips to destinations like the Wind River Range in Wyoming and historically significant areas like the City of Rocks on the California Trail. The third pillar, Homesteading and Rural Living, is documented in a dedicated playlist of over 11 videos covering projects from building corrals and raising meat chickens to the ongoing remodel of their manufactured home.
The Younkers employ a well-organized mix of content formats, from long-form vlogs to algorithmically favored YouTube Shorts and interactive live streams. They masterfully use playlists to create narrative arcs, such as “CEDAR- From Bucking mule to Mountain Packer!”, which transforms disparate videos into a compelling story that boosts viewer retention.
A key element of their brand strategy is a deliberate content bifurcation. The main MTN BUILT channel and its corresponding Instagram account (@mountain_built_mules) are reserved for brand-safe equine and homesteading topics. All hunting content is segregated to a separate YouTube channel, @mtnbuilthunts, and Instagram account, @mtn_built. This calculated firewall protects the primary channel from potential monetization restrictions associated with hunting content, de-risking their digital enterprise while still serving their entire audience. Across all platforms, their content is unified by a distinct style, frequently concluding with their signature valediction, “God Bless! -Jason and Alyssa.”
How MTN BUILT Makes Money
MTN BUILT is a well-oiled commercial entity with multiple, integrated revenue streams. The Younkers actively solicit business inquiries through a dedicated email, [email protected], and have built a resilient financial model.
A primary vehicle for direct-to-consumer sales is their e-commerce store, mtnbuiltmerch.com. The shop features branded lifestyle apparel like the “Camo Flat Jackalope Hat” and “Foamy Trucker- Saddle Brown” hat, which are consistently promoted as a way for viewers to directly support the channel. The fact that items are frequently listed as “Sold out” points to either high demand or a deliberate limited-run strategy.
Formal brand partnerships represent a significant revenue source. There is clear evidence of a partnership with Murdoch’s Ranch & Home Supply, with multiple videos showing the Younkers shopping at the retailer. They are also officially listed as brand ambassadors for Canvas Cutter, a maker of outdoor gear. Their video descriptions often serve as endorsements, providing links to the Roamin Home Tents they use in the backcountry.
Affiliate marketing generates passive income through authentic recommendations. They have a formal relationship with Cafe Mule, offering their audience a 15% discount with the code “MTNBUILT.” They also leverage the Amazon Associates program through a curated “Essential Equine Gear” storefront and an Amazon WishList where the community can directly purchase items for the couple’s herd and dogs. Combined with inferred revenue from the YouTube Partner Program, this diversified model creates a financially self-sufficient enterprise that mirrors the ruggedly independent lifestyle they document.
MTN BUILT's Collaborations
Jason and Alyssa have strategically positioned themselves as authorities within the mulemanship community, primarily through their strong professional relationship with Ty Evans, a leading figure in the field who runs the ‘TS MULES’ brand. The Younkers serve as official content creators for Evans, frequently attending and documenting his clinics, such as one in Bonners Ferry where they worked through challenges with their mustang, Rooster.
This relationship culminated in a powerful third-party endorsement when Evans featured them on Episode 226 of his ‘Everyday Mulemanship’ podcast. His introduction serves as an official validation of their status: “Jason and Alyssa are currently the leaders in the mule industry when it comes to social media influencers! With over 136,000 followers, they are setting a standard of mulemanship and life that is a sight to behold.”
Their influence is further cemented by media appearances like Alyssa’s expert interview with the equestrian blog “The Narrow Trail,” where she detailed the nuances of mule psychology. These collaborations have allowed them to transcend the role of mere creators and become recognized leaders in their niche.
MTN BUILT: Public Reception
The MTN BUILT channel has avoided major public controversy, a feat achieved through a commitment to transparency that includes documenting not just successes but also setbacks. This approach builds trust and deepens their connection with viewers. Rather than hiding difficulties, they integrate them into their narrative. One stark example involved a crisis with their horse Mesa. While on the road in an overheating truck, they received a call that Mesa had been injured, cutting her face “all the way to the bone” and suffering a coffin bone fracture. They shared the entire story, from the emergency vet visit arranged by their neighbors to the six-week recovery that forced Alyssa to sit out training clinics.
Similarly, they openly documented the struggles of their wild mustang, Rooster, who at a Ty Evans clinic “struggled with the saddle and pressure in the arena.” By transparently sharing these raw and challenging moments, they reinforce the authenticity of their journey and the reality of their lifestyle, turning potential setbacks into powerful content that strengthens their public reception.
MTN BUILT Today
Jason and Alyssa Younker have masterfully synthesized a traditional, rugged lifestyle with astute digital strategy. MTN BUILT is the result of that synthesis: a thriving, multi-platform brand that dominates the backcountry mulemanship niche. Their success is not accidental; it is the direct result of leveraging authentic expertise, employing well-organized narrative techniques to foster a loyal community, and building a diversified, resilient business architecture. By carefully documenting their journey—from paying down six-figure debt to the patient training of a wild mustang—the Younkers have done more than create content. They have built a digital homestead, proving that in the modern West, the frontier is as much digital as it is physical.