Tony Pec doesn’t just build brands. He builds legacies.
As co-founder of Y Not You Media, a Forbes-accredited digital marketing agency, Tony has guided over 1,000 businesses toward growth, visibility, and long-term impact. Known as the “Godfather of Instagram,” he’s more than a strategist—he’s a storyteller, a builder of trust, and a connector of people who believes in growing businesses from the inside out.
“I didn’t grow up with connections, money, or a roadmap,” Tony shares. “I had a speech impediment and a chip on my shoulder. But I also had a father who told me I could achieve anything if I put my mind to it. That belief was all I needed.”
That belief was tested in college when, unable to land an internship as an engineering student, he decided to launch his own company. Tony’s Lip Care (TLC) may not have made him millions, but it gave him something more valuable: experience. From product design to sales strategy, he learned what it meant to build something from nothing. That first venture laid the groundwork for what would later become a nationally respected brand strategy empire.
Today, Tony helps businesses increase revenue, improve client retention, optimize pricing models, and identify new revenue streams. His consulting is rooted in the belief that great branding starts with clarity, consistency, and community.
“Story is everything,” he says. “It’s not about being the loudest—it’s about being the clearest and most relatable. People connect with people. When you build trust, you build a business that lasts.”
Tony’s own story is proof of that philosophy. He grew up in an Italian-American household in the Bronx, where his grandfather owned a local pizzeria. Watching how his grandfather made every customer feel like family taught Tony that the heart of any great business lies in genuine connection.
That belief in the power of relationships is the foundation of his networking community, The Circle, which brings together over 200 business owners from across Connecticut and Westchester. With regular high-level events, The Circle fosters authentic, strategic connections that lead to real opportunities—not just business cards.
“I always ask, ‘Who can I introduce you to?’ That’s how we start to solve problems for each other and build trust that lasts.”
Tony doesn’t just give advice. He takes action. Every year, he hosts The Impact Charity Golf Outing, with over 1,500 attendees and more than 120 vendors. The event raises funds for Blythedale Children’s Hospital and creates a community moment that reflects his bigger mission: to help others grow and give back.
His reputation is built on execution and discipline. Whether working 15-hour days, speaking on national stages, or mentoring startups, Tony shows up. Every time.
Tony’s clients include fast-growing startups and established brands alike. In one standout case, he helped a $5M business tighten margins, improve retention, and restructure its offer—resulting in a $1M annual increase in top-line revenue. But he measures success differently.
“Success isn’t just about money,” he says. “It’s about helping others unlock their potential, watching confidence grow, and knowing the ripple effects of that impact will outlast me.”
He’s also transparent about the moments that shaped him. His early struggles with health, including a gout flare-up at 28, forced him to reevaluate his lifestyle. Today, he lives with intention—clean eating, regular workouts, and mental clarity now fuel his performance. He’s down 100 pounds and up in energy, proving that success is holistic.
“Health isn’t a sacrifice, it’s an investment.”
Tony’s final message for aspiring entrepreneurs? Start before you’re ready. Show up when it’s hard. Stay consistent. Be disciplined. And most importantly, lead with relationships.
“You don’t need to go viral to build something meaningful. You need trust.”
Tony Pec’s story isn’t just a business playbook—it’s a testament to the power of belief, hustle, and human connection.
Sidebar: Tony’s Three Core Principles for Brand Growth
Clarity: Know who you are, who you serve, and why it matters. A strong brand begins with a strong identity.
Consistency: Show up across every touchpoint—online and offline—with the same voice, value, and presence.
Community: Engage, collaborate, connect. Business isn’t built in a vacuum. Build authentic relationships that last.
“You don’t need permission to build—you just need to start.”
“Real strategy begins with clarity, not noise.”