Scaffmag’s Editor, Daniel Norton, sat down with Joe Carr, the energetic founder and MD of Stellar Scaffolding, whose bold move to launch a YouTube channel has turned heads across the industry. In just 12 months, the channel has racked up over 1.5 million views by ‘keeping it real’, offering an unfiltered, behind-the-scenes look at life on site, the challenges of growing a business, and Joe’s mission to build the UK’s best scaffolding firm — all while inspiring a new generation along the way.

When Joe Carr set out to start a scaffolding company back in 2018, he didn’t come from a background of tube and fitting. In fact, he had zero experience in the industry. What he did have was an opportunity. His brother, who runs a demolition company, had a client looking for a reliable scaffolder—and just like that, the seed was planted.

“I had no experience at all at the time,” Joe admits. “But someone I knew from training had been in the industry for years. I offered him half the company, started out as his labourer, and we hit the ground running. From that small opportunity, Stellar was born.”

At the beginning, Joe wasn’t thinking about building the UK’s best scaffolding company. He just knew he could make it work. “Now we’re off the ground,” he says, “becoming the best is my one and only mission.

Lights, Camera… Scaffold

Fast-forward to 2024, and Joe isn’t just running a fast-growing scaffolding business—he’s documenting the entire journey on YouTube, where Stellar Scaffolding has racked up over 1.5 million+ views and 16,500+ subscribers in less than a year.

“I always felt like scaffolding—and the reputation that comes with it—would make for really good content,” Joe explains. “And I’ve always liked being on camera. The two just worked perfectly together. Even though, at first, everyone was against the idea.”

That included his team.

“Yeah, the lads weren’t having it initially,” Joe laughs. “Apart from one or two, they couldn’t see the vision. But they’ve all gone full circle now—they love it. I think they actually enjoy being on camera more than they admit!”

Joe didn’t force it. “I just mic’d them up and told them to carry on as normal. Nothing’s scripted. We roll each episode as it happens. What goes down, goes out.”

With his partner Abbey behind the camera—and handling post-production—Joe credits the quality of their videos as a big part of the channel’s success. “She’s amazing,” he says. “I do the pre-edit and check I’m happy with everything, then she brings it to life.”

That production value, paired with an honest, unscripted look at daily life in a scaffolding firm, is what makes Stellar’s content stand out. But the channel isn’t just entertaining—it’s educational.

“I was advised early on by Daniel at Ashville that value is key,” Joe says. “Luckily, I’ve got some very good people around me who are backing what we’re doing. The boys at GKR have been great, too.”

Championing the Industry

The response has been huge. And not just from within the industry.

“It’s a real mix,” Joe says of his audience. “A lot of support from scaffolders, yeah, but loads of subscribers are people who you’d think wouldn’t be interested in scaffolding at all—but they love what we’re doing.”

That broad appeal has had an unexpected knock-on effect: people are being drawn into the trade.

“We get messages every day from people saying they’re now considering scaffolding as a career. I don’t think we’ve even scratched the surface of how big this could get. I’ve always said—this channel is for the whole industry. And week by week, we prove that.”

The impact goes beyond career inspiration, too. Joe often touches on mental health in his videos, and it’s something that’s clearly resonating.

“There’s been a lot of messages that have stuck with me,” he says. “It’s why I speak on mental health regularly. People are struggling out there, and I want our platform to help. Even on a small scale, I know we’re already making a difference.”

Behind the Growth

Despite the success, Joe is quick to acknowledge the challenges that come with scaling a business at this pace.

“The cost of growth is mad,” he says. “We’re constantly reinvesting and managing cash flow. Even though we’re profiting, the more we grow, the more we spend. Pressure and growth go hand in hand.”

Then there’s the extra scrutiny that comes from filming everything.

“You can’t please everyone. And in scaffolding, you’ve got to be so on it with health and safety. One minor slip on camera and someone will call it out. But it’s a good thing—it pushes us to improve and give 100% every day.”

That drive is helped massively by his team. “From the labourers to the office team, to my supervisor Shaun—none of this works without them,” Joe says. “And of course, Abbey. She’s the cheat code. We’re also mentored by Mark Parkin, and that brings huge value too.”

What’s Next?

With Stellar Scaffolding now firmly in the spotlight, Joe has big plans.

“In 3 to 5 years? I want us to be playing with the big boys. Making a real difference. Inspiring people from all walks of life. This is still a baby—we’re only just getting started.”

And as for the YouTube channel?

“I want it to be as big as Matt Armstrong,” he grins. “Maybe I’m dreaming, who knows? But we’ve got a long way to go, and we’re documenting it all.”

Success for Joe isn’t just about numbers or client wins. It’s about legacy. “I want to build one of the best scaffolding businesses in the country. But more than that—I want to inspire others to do the same.”

Final Words

If there’s one thing Joe wants other business owners in the trade to take away, it’s this:

“Get on social media. Tell your story. Be honest. Try to move forward every day. People will connect with it. Our platform proves that.”

And if he could go back and give himself advice on day one?

“Run!” he jokes. “But honestly—I wouldn’t change a thing. I’ve taken every opportunity, and I love this game. Growth takes time, and everything’s happening as it should.”