Fresno-based content creator and consultant Mike Martin displays a pesto cheesy pull-apart bread and avocado toast — featured on his social media channels, where he has amassed more than one million followers. Martin will make his national television debut Sunday, June 7, on Food Network’s new competition series, 100 Cooks.
Fresno food creator Mike Martin, whose cooking videos have attracted more than 1 million followers across social media, will make his national television debut Sunday on Food Network’s.
The new competition series is hosted by Terry Crews and judged by Iron Chef Alex Guarnaschelli and food creator Nick DiGiovanni. Contestants will compete in a series of cooking challenges for a chance to win up to $250,000. The seven-week season will also stream on HBO Max.
Martin, who posts under the username @itsmikemartin, built his audience through cooking videos centered on sourdough toast creations, sandwiches and approachable home cooking. According to Martin, producers discovered his content on Instagram and invited him to join the show’s inaugural season.
The television appearance marks the latest milestone in Martin’s transition from fitness coaching into content creation, consulting and food media.
Before becoming a full-time creator, Martin worked as a regional manager for Equinox. He later launched Sweat Space, a health and wellness platform that gradually evolved into food-focused content as followers increasingly asked about his meals and nutrition habits.
Today, Martin’s business extends beyond content creation. He also consults with gyms and food brands, helping businesses grow their audiences and expand their presence in the food and fitness sectors.
He credits much of that growth to a philosophy of continuous improvement.
“Every piece of content just continues to get one percent better,” Martin said. “Minor edits, different lighting, a new angle — in time, you find and continue to evolve your content.”
Martin said the same approach applies to building a business in the digital economy, where platform algorithms and audience behaviors can change quickly.
“At the end of the day, you just need to stay true to who you are and what you’re passionate about,” he said. “Don’t get too caught up in the metrics and the numbers.”
Martin’s content draws on both his exercise science background and his family’s connection to the restaurant industry. He grew up spending time at his family’s Mexican restaurant in Stockton and credits his grandfather with teaching him how to barbecue and make homemade tortillas.
That experience helped shape his approach to nutrition, which emphasizes balance over strict dieting.
“How do I inspire people that you can eat well with just about anything?” he said. “It’s all about balance.”
Filming for 100 Cooks took place in Los Angeles. Martin described the experience as supportive despite the competitive environment.
“There were people on there with 100 followers and people with millions,” he said. “It doesn’t really matter where you’re at. Being surrounded by so many incredible, like-minded people — it was an experience I’ll never forget.”
As the creator economy continues to expand, Martin encourages other creators to pursue opportunities outside traditional social media channels.
“Just do it, trust yourself,” Martin said. “At the end of the day, you can do anything that you put your mind to. Believe in yourself, put in the work, and good things will come.”
For Martin, the Food Network appearance represents another step in building a business around content creation, consulting and personal branding. Whether creating content, growing a company or competing on national television, he said the goal remains the same: get 1% better every day.