Tucker Carlson is Launching His Own Precious Metals Company

November 25, 2025 by Cnznews

Former Fox News host Tucker Carlson is a source of the kind of conspiratorial and inflammatory content you might expect to be popular among people who buy gold from late-night TV commercials. Now, in a turn of events that makes perfect sense, Carlson has bought a company that sells gold.

Carlson recently partnered with a gold wholesaler to start a firm called Battalion Metals. The battalion says it is “bringing integrity back to the precious metals industry.” Company founder and CEO Chris Olson recently appeared on an episode of Carlson’s show. In the same episode, Carlson explained how he had decided to go into business with Olson, calling Battalion a “truly honest gold company” that “offers ordinary people… complete transparency and the lowest possible markup.” The battalion’s website states that Olson, a veteran, previously worked for Treasure Island Coins, a coin and bullion business owned by his father.

In an interview with The Wall Street Journal, Carlson indicated to the Journal that the volatility of the modern era encouraged him to invest in something of lasting value. “We are clearly seeing the end of the post-war order, and a lot of the things we took for granted are no longer so,” the media personality told the newspaper.

The value of gold generally increases during periods of economic or political unrest and uncertainty. It appears that we are currently going through one of those periods, as gold has been performing particularly well this year, and according to Goldman Sachs, prices are expected to rise next year as well.

In a quote posted on Battalion’s website, Carlson says: “When you find out the central bank is a scam, you buy gold. But what do you do when you find out many of the big gold companies are a scam? You buy from Battalion.”

Olson says in a quote on the battalion’s website, “Most people feel it on a visceral level. They feel there is something wrong about the economy and the money they are asked to trust.” “When customers come to us, they are looking for a way out – a way to get sovereignty back – and they turn to gold because it represents stability and truth.”

Gizmodo contacted Tucker Carlson Networks and Battalion Metals for more information about the recent partnership involving Carlson.

Carlson has been extremely successful in building a niche brand and attracting a niche audience. CNN previously reported that as of June, Carlson’s podcast was ranked #5 in YouTube’s weekly podcast rankings. As of last week, it was at #10 – just behind Kill Tony and the top-ranking show, The Joe Rogan Experience. Carlson’s most loyal listeners appear to be those who can be characterized as deeply individualistic with a desire for self-reliance and autonomy. In that sense, selling the ghost of financial independence (which gold always seems worth buying) to those same people makes good business sense.

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