Kyle Cooke is not sugarcoating anything.
The “Summer House” star and Loverboy founder posted a video to Instagram Wednesday afternoon thanking fans for their support following his candid on-camera admission that the business is in serious financial trouble. The message was direct: your purchases are keeping this company alive.
“Your support and your purchases over the last week have made such a huge impact and are literally helping keep the lights on,” Kyle said. “I can’t thank you enough, and I promise to keep you guys updated on the business — after all, you guys deserve to know. You’re literally helping keep us alive.”
He also teased more news on the horizon. “Stay tuned for a follow-up video with an exciting announcement,” he told followers, asking them to turn on notifications so they do not miss it.
The Loverboy Situation
Kyle opened up about Loverboy’s financial struggles during “Summer House” Season 10, Episode 8, telling castmate Carl Radke he had an upcoming investor call to discuss the future of the business. “We have to talk about how long we can last based on our current cash reserves,” he said on camera.
He also addressed the wider picture at a January panel at 92nd Street Y. “I went from speaking at the industry conventions, because we were one of the fastest growing brands, to having some real challenges,” he said. “Beverage alcohol is not easy because you have all the regulations to think about. But right now, we’re just hoping that people support the brand as we kind of transition and pivot a little bit.”
The Merch and the Orders
For anyone who placed an order in the last week, Kyle offered a practical update. Pre-ordered “Carl’s a Mess” merchandise ships the week of April 20. If fans ordered both merch and drinks, those ship separately. “Think of it as like, you just got two gifts instead of one,” Kyle said. He also provided the email to contact if there are any order issues, with a note that emailing more than once sends the customer to the back of the queue.
He also slipped in a plug: The April 20 ship date is “a great plus for Flowery,” Loverboy’s line of functional THC sodas.
The IAG Signing
Separate from the Loverboy developments, Kyle also signed with Independent Artist Group, one of the entertainment industry’s major talent agencies, Deadline confirmed this week.
“Kyle has built a highly authentic connection with audiences while simultaneously developing a best-in-class consumer brand,” said Nir Caspi, Head of Non-Scripted and Chief Growth Officer at IAG. “We see tremendous opportunity to grow his presence across multiple verticals and are expected to partner with him in this next phase of his career.”
Kyle said in his statement: “I am excited to join IAG and work with a team that understands both the entertainment and entrepreneurial sides of my career. I’m looking forward to building on everything we’ve created so far and exploring new opportunities ahead.”
IAG’s roster spans actors, writers, producers, directors, and performers across all media platforms. For Kyle, the signing signals a deliberate pivot toward treating his entertainment career, which now includes ten seasons of “Summer House,” “Winter House,” “The Traitors,” the forthcoming “In the City,” and a growing DJ career under the “Let Him Cooke” tour. It marks a full professional enterprise, not just a reality TV side door.
What Comes Next
The timing of both moves is notable. Loverboy is publicly fighting for survival. Kyle is simultaneously locking in major industry representation and teasing an announcement he clearly wants people to stick around for. Whether those two things are connected remains to be seen. But the combination of fan-driven urgency and a fresh agency deal suggests he is not done building, even in the middle of a very public storm.
“Summer House” Season 10 airs Tuesdays at 8/7c on Bravo and streams on Peacock.
“In the City” premieres May 19 on Bravo.
Image credit: Kyle Cooke/Instagram
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