Gimlet Media British advertising firm WPP announced it was investing $5 million in Gimlet for a minority stake in the company. Alex Blumberg, a radio journalist, producer for "This American Life", and co-founder of "Planet Money", came up with the idea of a for-profit podcast network after the success of a T-shirt fundraising campaign for "Planet Money". He chose to document the foundation of Gimlet in the first season of "StartUp", the company's first show. Gimlet's co-founder, Matthew Lieber, holds an MBA from the MIT Sloan School of Management, is a former radio producer at WNYC, and worked as a management consultant
Gimlet Media on October 2, 2018. "Every Little Thing" premiered on April 17, 2017 as the successor to "Surprisingly Awesome". In finding a new host in former "Science Friday" producer Flora Lichtman, Gimlet decided that what they were creating was "a whole new thing" and decided to change the show's name to reflect that. In June 2017, it was announced that the podcast "The Pitch", hosted by Josh Muccio, would move to Gimlet Media after previously being produced independently. The program features entrepreneurs in need of venture funding as they pitch to a live panel of angel investors, similar to ABC's hit