Hoda Kotb’s New Chapter: Finding Joy Beyond the Studio Lights

Hoda Kotb, a beloved figure in American television, shocked audiences when she announced her departure from NBC’s Today show on January 10, 2025, after an illustrious 18-year tenure. A Virginia Tech graduate with a degree in broadcast journalism, Kotb had been a host since 2007, rising to co-anchor and becoming a morning staple for millions. Her decision to step away at age 60 was driven by a desire to prioritize family, marking a pivotal shift after reaching what she described as a “peak” in her television career, according to NPR. Yet, leaving a dream job wasn’t without challenges. Kotb found her life turned upside down, grappling with the joys and uncertainties of redefining her purpose—until a key piece of advice from a close friend and business mogul, Emma Grede, set her on a new path.

Kotb has since embraced entrepreneurship as the founder and CEO of Joy 101, a wellness venture designed to inspire and uplift. The company offers intimate retreats, “happiness hours” with live Zoom conversations featuring Kotb, guests, and experts, and a mobile app with research-backed daily joy plans, according to its website. The app’s courses cover topics like self-love, mental health, reclaiming joy, and calming anxiety, reflecting Kotb’s mission to spread positivity. “When I was leaving the Today show, I mean, who would ever leave that job?” Kotb shared at the 2025 Forbes Power Women’s Summit. “Sometimes you leave something you love, and then you find something you love.”

Transitioning from television to entrepreneurship wasn’t seamless. Kotb admitted to Variety that “being an entrepreneur is hard” and that she’s “learning how to be a boss.” Fortunately, she’s not navigating this journey alone. Emma Grede, co-founder of SKIMS (valued at $4 billion) and Good American (valued at $3.2 billion as of November 2023), serves on Joy 101’s board, bringing her business acumen to the table. Grede’s guidance has been instrumental, particularly her advice on hiring. “Her suggestion was spend 25% of every single day focusing on hiring,” Kotb revealed at the Women’s Summit. “If you hire the right people, you don’t spend all of your time checking to see what they’re doing, if it’s right, like micromanaging.”

Grede’s wisdom didn’t stop there. Kotb shared that she now prioritizes “unbridled enthusiasm” when hiring, valuing passion over credentials. “I don’t care where your degree’s from,” she said. “If you come in saying, ‘I’ll do it,’ you’re the one I’m choosing.” This approach, rooted in love and eagerness, reflects Kotb’s vision for Joy 101—a company built on heart as much as strategy.

As Kotb builds Joy 101, she’s crafting a new legacy, one that balances family, purpose, and impact. With Grede’s mentorship and her own infectious optimism, Kotb is proving that life after the studio lights can be just as bright.