Darren McManus defends FBA Brand Builder, but client stories of mismanagement and financial losses paint a different picture. Is this just PR damage control?
In the latest twist of Darren Campbell’s FBA Brand Builder saga, a new voice has emerged to defend the program: Darren McManus. While McManus insists he’s not part of the team, his emails and recent Instagram video tell a different story, mirroring the same rhetoric we’ve heard time and again from Campbell and his crew.
Is McManus simply a satisfied client sharing his honest perspective, or is he part of a coordinated PR effort to deflect growing criticisms of the program? Let’s break it down.
How's it going, folks?
Right, I’m just going to jump straight in. First of all, I’d like to state that I have no real affiliation with the FBA Brand Builder. I wasn’t asked to make this, and I haven’t told any of the guys that I was going to do it. So before anyone accuses me of anything, let’s clear that up—that’s just not the case.
Yesterday was Lorraine’s birthday, so I was kind of under a rock and didn’t really see the video that was released or some of the comments that came out. While I have a lot of sympathy for Kirsty—and I don’t know her personally—there are a few things that I think are a bit skewed. Some of the points being made don’t feel fully representative of the FBA Brand Builder, the people in it, or the community as a whole.
The reason I’m making this video is because I feel like I can comment on this situation more than most. I know a lot of people who’ve come through as success stories. I’ve gotten to know many of them personally, and I know how genuine they are. These success stories give me motivation. I’ve shared some of them on my Instagram, and for context, I’ve done around £13.5k in two months since launching.
Did I know my niche was competitive? Yes. Have I been massively profitable? No. But I went into this knowing full well what I was getting into. I’ve had great support and advice throughout the process. Honestly, I breezed through the program itself, and in terms of fees and costs, I felt they were outlined clearly from the start. I’m not sure why some people are so upset about that. You’re essentially launching a brand and getting help to create it from scratch.
When I launched, it was a bit of a rollercoaster—some really good days and some not-so-good days. But I haven’t once thought about blaming someone else. Sometimes, you have to take a hard look at yourself, and that’s exactly what I’ve done. The team behind this program has been incredibly supportive. Darren reached out to me personally, as did the two Ryans, Daz, and Dave. They’ve all gone out of their way to help. We’re trying new strategies every four or five days to see what works with the algorithm.
Even though I’m in a competitive niche and my cost-per-click (CPC) is running high, I’m holding steady. Rome wasn’t built in a day—it takes time. I genuinely believe I’m working with the best people, and together, we’ll find the key that unlocks the door. And if not, I’ll pivot and take my brand in a new direction. It’s too easy to blame others, but these guys genuinely care about how things are going for you.
The support within the community has been incredible. I’ve helped a lot of people privately, and they’ve helped me without even realizing it. Checking in with me during my launch and asking how things are going has been a huge morale booster at times when I needed it most.
Now, I can’t speak to Kirsty's journey—everyone is on their own path. I really do feel for her. But at the same time, if she put herself in a risky situation, she needs to take responsibility for that. There are no guarantees in this business. In my opinion, the worst thing you can do is give up and start blaming others.
This video is unedited—I’m speaking from the heart. If anyone wants to listen, great. I’m just trying to provide some balance and context. I’m not one of the blow-away success stories, but I know plenty of people personally who are absolutely killing it.
There are people out there doing very well, others doing okay, and then people like me, still finding solutions and a way forward. And of course, there are some who want to point the blame at others.
So yeah, I hope this gives some balance and answers a few questions.
- Darren McManus
McManus’ Claims: His Side of the Story
In an Instagram video, McManus opened by stating:
“How’s it going, folks? Right, I’m just gonna jump straight in because this is, and first of all, I’d like to just state that I have no real affiliation with the FBA Brand Builder. I’ve not been asked to do this, and I haven’t even told any of the guys that I was going to do this. So before anybody accuses me of anything, that’s just not the case.”
From there, he addressed recent criticisms, including those from Kirsty, while sharing his own perspective:
“While I have a lot of sympathy for Kirsty—I don’t know Kirsty personally—and while I have a lot of sympathy for her, there’s a few things… I just think it’s a wee bit skew-iff the other way. I’m not totally representative of the FBA Brand Builder, the guys that’s in it, the community itself… there’s lots of things.”
McManus explained that his own launch has been challenging, but he maintained that the support from Darren’s team has been strong:
“In terms of the guys in the background, I’ve had so much support from the guys in the background. I’ve had Darren reach out to me personally, and I’ve had the two Ryans going out of their way to help you, and Daz and Dave all working in the background.”
While he expressed sympathy for Kirsty’s situation, he suggested that she might bear some responsibility:
“If she’s put herself in a situation where she finds herself in, well then maybe she shouldn’t have took the risk in the first place, because there is no guarantees in this. But the worst thing you can do, in my opinion anyway, is to give up and point the blame at other people.”
Countering McManus: The Reality for Clients
While McManus is entitled to his opinion, his portrayal doesn’t reflect the experiences of many other clients who’ve spoken out. Kirsty’s story—and others like hers—highlight systemic issues within the program that go beyond personal accountability. Other clients we've spoken with:
On Financial Losses and Ad Mismanagement:
“With me, I was more annoyed at the fact mine actually did really well, sales were okay and had great social proof for my product. £65k in sales, but yet I only received £8k back from Amazon. Absolute joke. Following their guidelines, I’ve lost thousands.”
On Lack of Support:
“I joined this program truly believing I could improve my family’s life. Instead, I’m left stressed, in debt, and with no idea how to move forward.”
On Misdirection from the Team:
“I made sales, but my PPC costs were so high that I barely broke even. Every time I accumulate earnings, PPC wipes it clean. It’s one step forward, two steps back.”
On Poor Guidance:
“I got a letter threatening to cancel my VAT, and Richard said he would sort it. HMRC said they received nothing, and now I’ve been de-registered.”
On Questionable Financial Advice:
“I was told to put in a higher income figure when applying for a credit card. I trusted their advice, but now I realize how risky and dishonest it was.”
On Feeling Trapped:
“I felt pressured into taking a loan to join the program. They made it seem like an opportunity I couldn’t miss, but now I’m stuck paying off debt with nothing to show for it.”
Misplaced Accountability
McManus’ emphasis on personal responsibility begs the question: where was the program’s accountability when Kirsty was left without support from her Brand Manager, Jordan?
As Kirsty shared:
“Jordan was supposed to be my point of contact, but he wasn’t active on my account. I was left with no one to guide me.”
Brand Managers are a key selling point of the program, marketed as hands-on experts who will guide clients through challenges. Yet Kirsty’s experience shows a program failing to deliver on this promise.
Poor Ad Management
Another major issue Kirsty faced was the mismanagement of her PPC campaigns. The program’s team, marketed as PPC “wizards,” ran 13 ad campaigns for her product—none of which performed. This left Kirsty out thousands of dollars.
“I trusted them to handle my ads because they don’t teach you PPC. Instead, they ran campaigns that wasted money and never responded to my concerns.”
If the program is supposed to handle these complexities, why are clients left to absorb the consequences of such failures?
Misleading Financial Advice
While McManus claims he was never asked to misrepresent himself, other clients have reported a very different experience. The Belfast Telegraph documented Darren Campbell advising clients to lie on AMEX and business card applications:
“First and foremost, for your job or whatever you make, you make at least £35,000 a year… Put £36k, £37k, £38k on it… Put in £150k, or £200k [in projected turnover].”
This kind of advice isn’t just unethical—it puts clients at risk of financial and legal trouble.
A Coordinated PR Effort?
Despite McManus’ insistence that he’s just another client, the timing and content of his posts tell a different story. His Instagram video and emails align closely with Darren Campbell’s recent PR push, coming shortly after Kirsty’s viral TikTok videos and the backlash from legal threats she received.
For someone claiming no affiliation with the team, McManus’ actions mimic their messaging perfectly—deflecting criticism, emphasizing personal accountability, and painting the program as a supportive community.
Advice for Potential Clients
If you’re considering the FBA Brand Builder program, here are a few key takeaways:
Do Your Research: Don’t rely on testimonials from people like McManus or the curated success stories shared by the program. Look for independent reviews and real client experiences.
Ask Tough Questions: Before committing, ask about hidden costs, the level of support provided, and documented success rates. If the answers are vague or overly optimistic, take that as a warning.
Be Wary of Marketing Claims: Darren Campbell’s program heavily promotes high earnings and life-changing success. For many, the reality has been financial strain and disappointment.
Understand Your Contract: Before signing, make sure you fully understand the terms, and consult a legal expert if needed.
Who’s Next, Darren?
It’s becoming clear that Darren Campbell’s team is scrambling to control the narrative. From Ryan Stewart to Darren McManus, a parade of defenders has stepped forward to present the program in a glowing light.
But for every polished defense, there’s another story waiting to be told. Stories of mismanagement, poor advice, and financial loss continue to pile up, making it harder to ignore the program’s systemic failures.
So, Darren, who’s next? Because no matter how many PR moves you make, the truth is getting harder to hide.
