Much of today’s media aimed at men is built around outrage, conflict, or outdated stereotypes. Content for fathers often focuses on what they’re doing wrong rather than reflecting the realities of modern parenthood. Yet today’s dads are more engaged than ever, balancing caregiving, careers, relationships, and personal interests while navigating a rapidly changing world.
Adam Ukman, founder of The Dads Initiative, believes fathers deserve something different. His media company creates entertaining, thoughtful content designed specifically for modern dads—content that reflects who they are, not who others assume them to be. From its new style series, Reset Mode, to future programming spanning sports, wellness, money, and culture, The Dads Initiative is building a platform where fathers can see themselves represented in a more authentic way.
We spoke with Ukman about rejecting outrage media, creating content for multidimensional dads, and why fatherhood is shaping the future of men’s media.
Q: Much of today’s internet content for men relies on outrage. Why did you decide to build a media brand that deliberately avoids this approach?
Adam Ukman: Because it doesn’t actually help anyone, including men.
Too much media aimed at men today does one of two things: it tells men why they should be angry at the world, or it tells them they’re the problem.
Most dads are trying to show up for their families, their communities, and themselves. They don’t want to be belittled and they don’t need outrage sold to them for another’s benefit. As a dad myself, the content that resonates most for me is when it feels relevant, entertaining, and relatable.
At The Dads Initiative, we want fathers to feel seen. We want to tell stories about men striving to be their best—not because they’re perfect, but because they’re showing up and embracing their roles as men as dads in really positive ways. We believe strong families and strong communities are built through connection. Dads can lead the way to stand up for our families, our neighbors, and each other. We know that success does not depend on being divided and angry, and it doesn’t rely on us dominating others. It comes from us helping to build the world our families deserve, and those are the stories we aim to lift up.
Q: Recent research shows that nearly half of fathers identify as a parent first, ahead of their career. How does this shift in identity shape the content you create at The Dads Initiative?
Adam Ukman: Dads deserve media that reflects the full picture of who they are, that resonates, and that entertains. Parenting can be challenging, but being a dad is really fun, so content for dads should also be fun.
But beyond being fun, becoming a father changes how you see almost everything. It completely evolves your priorities, your decisions, and your sense of purpose. As a dad, I’ll do anything for my son. I also know that he’s going to thrive in a world that is kinder and more respectful.
At the same time, we’re all multifaceted human beings. As much as I love being a dad – and it’s truly my favorite thing – I’m not only a dad. I also like watching football, cooking, camping, listening to music, and spending time outdoors. Dad is a big part of my identity, but it’s not all of my identity. I think that’s true for most dads, and we wanted to build a brand that reflects that reality.
That’s why we’re not creating traditional parenting content. While we’re making content that feels relevant for fathers and their experience, it’s not exclusively about fatherhood. We’re creating content men genuinely want to watch—whether it’s about style, sports, wellness, or culture—while recognizing that fatherhood remains one of the most important parts of their identity.
Q: Your debut show, Reset Mode, focuses on approachable makeovers for real fathers. Why did you choose style and confidence as the starting point for your programming?
Adam Ukman: On the surface, Reset Mode is a style show. At its heart, it’s a confidence show.
Dads spend so much time taking care of everyone else that taking care of themselves often falls to the bottom of the list. Over time, the way they look on the outside may stop reflecting how they feel—or want to feel—on the inside.
The goal isn’t to push dads into whatever outdated idea society may have of a ‘makeover’ show. It’s to help these fathers reconnect with themselves and show up for themselves and for their families with greater confidence.
It’s the same principle you hear on every airplane: put your own oxygen mask on first before helping others. When we take better care of ourselves, we’re better equipped to show up for the people who depend on us.
Q: You partnered with Style Girlfriend founder Megan Collins to host the new series. What makes her perspective so valuable for the fathers featured on the show?
Adam Ukman: Megan understands that true style isn’t even really about clothing.
What makes her so effective is that she sees these guys for who they are and helps them present the best version of themselves. The transformations on the show go far beyond a new wardrobe or haircut. You can see it in how the fathers carry themselves after their ‘reset’ moment, how they talk about themselves, and how they engage with the people around them.
Reset Mode is about helping good dads feel more like themselves again, and Megan has a remarkable ability to guide that process.
Q: Beyond style and grooming, you plan to cover sports, money, gaming, and wellness. How do you ensure all these different topics connect back to the core experience of modern fatherhood?
Adam Ukman: Our goal isn’t to make every piece of content explicitly about parenting. It’s to create content men genuinely enjoy while recognizing that being a father is one of the defining parts of many men’s lives.
As dads, we still have our own interests, hobbies, and passions. We watch sports, think about our finances, focus on our health, and spend time with friends. But fatherhood touches every part of a man’s life, whether he’s thinking about it directly or not, and it inevitably influences how we approach our lives, shape our priorities, and see the world. It informs how we want to show up for others. Modern fatherhood is really about embracing that, and integrating the men we want to be into everything we do.
If we can meet dads where their interests already are and create content that feels entertaining, relevant, and authentic, and that reflects the men we want to be, we’ll be doing our job.
Q: The brand was incubated at the nonprofit organization ParentsTogether. How did that environment help shape the mission of The Dads Initiative?
Adam Ukman: ParentsTogether has spent years building a trusted relationship with millions of parents by creating content that helps families navigate everyday life.
What became clear through that work is that while parenting media often appeals to mothers, there was a significant opportunity to better serve fathers. That’s especially important given how dramatically fatherhood has evolved. Tons of research, including findings from Equimundo and the American Institute for Boys and Men, consistently shows that dads today are doing significantly more caregiving than their predecessors, up 250% since the 1960s. We saw an opportunity to create something specifically for those men.
To be clear, this isn’t about taking anything away from moms. Moms deserve all the recognition they receive, and more. It’s about making sure fathers are also represented, supported, and reflected in the media they consume.
When dads feel seen, valued, and connected, that’s good for families, communities, and ultimately for kids. That’s the mission driving everything we do at The Dads Initiative.
As fatherhood continues to evolve, so does the opportunity to rethink how men are represented in the media. Through entertainment-first programming that prioritizes connection over conflict, The Dads Initiative is building a platform that reflects the realities of modern fatherhood while celebrating the many dimensions of men’s lives beyond parenting alone.
To learn more, visit www.dadsinitiative.com.