The Mysterious "Side Hustle Summit" Markings Showing Up in London, Explained
Over the past few days, people walking through London have started noticing something odd stenciled into the pavement: the words "Side Hustle Summit," alongside the dates September 6-13. No logo, no explanation, no company name attached. Just a phrase and a date range, showing up on sidewalks across the city.
Naturally, people started asking questions.
What People Are Actually Seeing
The markings are simple. Clean lettering, stamped directly onto pavement slabs in high-foot-traffic areas, with nothing accompanying them except the event name and the date range. No QR code. No website. No obvious brand.
That's what makes it stand out. Most street marketing in London comes with a logo slapped on it somewhere. This one doesn't, which is exactly why it's been getting photographed and shared.
London Isn't the Only City
London isn't the only place this has shown up. Similar activations have appeared in Miami as well, part of a wider push to get the words "Side Hustle Summit" in front of as many people as possible before the actual event starts. The team behind it is aiming for it to be recognized as the largest online conference on record, and the street campaign is one piece of that effort.
So What Is Side Hustle Summit?
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 time the two have taught together, and the event walks complete beginners through building an AI-powered side hustle, without quitting a job, showing their face, or having any experience going in.
That explains the dates on the pavement. September 6-13 is the exact window the event runs.
For more on how the partnership between Iman and Russell came together, we covered that in a separate post: Iman Gadzhi and Russell Brunson Are Teaming Up for the First Time.
Why a Street Campaign for an Online Event
It's an unusual choice: paying for physical street marketing to promote something that happens entirely online. But that's part of what's made it work as a talking point. An anonymous phrase stamped into a sidewalk gets noticed, photographed, and asked about, in a way that a normal ad doesn't. Whether or not that was the intent, it's had that effect.
What to Expect If You Register
The event is free, with no credit card required. Over five days, Iman and Russell walk through the entire process live, with guest speakers joining throughout the week. Every session is recorded, so replays are available within 24 hours for anyone who can't watch live.
Quick FAQ
Is this actually free?
Yes. No hidden costs, no credit card required at registration.
Do I need experience?
No. The event is built specifically for complete beginners.
Is this happening anywhere besides London?
Yes. Similar street activations have appeared in Miami, and the event itself is fully virtual, open to anyone.
Over the past few days, people walking through London have started noticing something odd stenciled into the pavement: the words "Side Hustle Summit," alongside the dates September 6-13. No logo, no explanation, no company name attached. Just a phrase and a date range, showing up on sidewalks across the city.
Naturally, people started asking questions.
What People Are Actually Seeing
The markings are simple. Clean lettering, stamped directly onto pavement slabs in high-foot-traffic areas, with nothing accompanying them except the event name and the date range. No QR code. No website. No obvious brand.
That's what makes it stand out. Most street marketing in London comes with a logo slapped on it somewhere. This one doesn't, which is exactly why it's been getting photographed and shared.
London Isn't the Only City
London isn't the only place this has shown up. Similar activations have appeared in Miami as well, part of a wider push to get the words "Side Hustle Summit" in front of as many people as possible before the actual event starts. The team behind it is aiming for it to be recognized as the largest online conference on record, and the street campaign is one piece of that effort.
So What Is Side Hustle Summit?
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 time the two have taught together, and the event walks complete beginners through building an AI-powered side hustle, without quitting a job, showing their face, or having any experience going in.
That explains the dates on the pavement. September 6-13 is the exact window the event runs.
For more on how the partnership between Iman and Russell came together, we covered that in a separate post: Iman Gadzhi and Russell Brunson Are Teaming Up for the First Time.
Why a Street Campaign for an Online Event
It's an unusual choice: paying for physical street marketing to promote something that happens entirely online. But that's part of what's made it work as a talking point. An anonymous phrase stamped into a sidewalk gets noticed, photographed, and asked about, in a way that a normal ad doesn't. Whether or not that was the intent, it's had that effect.
What to Expect If You Register
The event is free, with no credit card required. Over five days, Iman and Russell walk through the entire process live, with guest speakers joining throughout the week. Every session is recorded, so replays are available within 24 hours for anyone who can't watch live.
Quick FAQ
Is this actually free?
Yes. No hidden costs, no credit card required at registration.
Do I need experience?
No. The event is built specifically for complete beginners.
Is this happening anywhere besides London?
Yes. Similar street activations have appeared in Miami, and the event itself is fully virtual, open to anyone.
Registration
Side Hustle Summit runs September 6-13, free to attend.