"Side Hustle Summit" isn't just showing up online. Over the past few weeks, physical billboards, bus ads, and electronic displays carrying the name have gone up in cities on four different continents, from Los Angeles to Cape Town.

Where It's Shown Up

The biggest concentration of activity has been in four cities: Los Angeles, Boise, London, and Miami. Beyond those four, similar activations have also been spotted in Madrid, Amsterdam, Cape Town, Rabat, Lisbon, and São Paulo.

The formats vary by city. Some are traditional static billboards. Others are electronic displays, the kind that rotate through several ads on a loop. There are bus ads too, wrapped around vehicles or posted at stops. It's not a single design copy-pasted everywhere, it's been adapted city by city.

Not Just Paid Placement

Iman Gadzhi has shown up in person in several of these cities to be photographed next to the billboards himself, and Russell Brunson's team has done the same in others. That's part of what's made this spread the way it has: it's not just an ad buy running quietly in the background, there's visible, documented proof of it happening in real places.

Why Boise Is on the List

Los Angeles, London, Miami, Cape Town, these are the kind of cities that show up in most global ad campaigns. Boise is a more unusual choice, and it's not random: Boise, Idaho is where Russell Brunson is based. Running an activation there ties the campaign back to where Russell actually operates, not just to the cities with the most foot traffic.

What Side Hustle Summit Actually Is

Side Hustle Summit is a free, five-day live event running September 6 through 13, hosted by Iman Gadzhi, owner of Consulting.com and co-owner of Whop, and Russell Brunson, co-founder of ClickFunnels. It's the first event the two have taught together, walking complete beginners through building an AI-powered side hustle, without quitting a job, showing their face, or having any experience going in. We covered how the partnership came together here: Iman Gadzhi and Russell Brunson Are Teaming Up for the First Time. There's also been a quieter, stencil-based version of this campaign showing up on pavements, which we broke down separately: The Mysterious "Side Hustle Summit" Markings Showing Up in London, Explained.

Why Spend on Physical Ads for a Free, Online Event

It's a fair question. Side Hustle Summit doesn't charge for entry, and it happens entirely online, so billboards in ten cities across four continents is a real investment for something free to attend.

The answer comes down to reach. The event is aiming to be recognized as the largest online conference on record, and that kind of scale needs visibility beyond people already following Iman or Russell online. Getting the name in front of people physically, in cities they actually live in, does something a social post can't.

Quick FAQ

Do I need to be in one of these cities to attend?

No. Side Hustle Summit is fully virtual, open to anyone regardless of location.

Why these specific cities?

Los Angeles, Boise, London, and Miami got the most activity. Boise connects back to where Russell Brunson is based; the others are high-visibility markets.

Registration

Side Hustle Summit runs September 6-13, free to attend. Reserve your spot here.