Hustler's Business Empire and Diversification
Larry Flynt turned Hustler into more than just a magazine—it became a media empire. As print sales grew, Flynt diversified into video production, launching Hustler Video in the 1980s to capture a growing home video audience. Later, Hustler would become a digital brand, offering streaming adult content and pay-per-view services well before it became common in the industry.
The brand also moved into physical retail spaces with the Hustler Hollywood chain—boutiques that sold lingerie, adult toys, and books. These stores presented sexuality as lifestyle rather than just entertainment, and helped normalize the visibility of the adult industry in mainstream shopping districts. By the early 2000s, Hustler had grown into one of the most recognizable names in global adult entertainment.
Flynt leveraged his success to create Hustler Casinos, which operated three Las Vegas-based gambling establishments. He even ran for president twice under the banner of the Libertarian Party. His political campaigns drew attention to Hustler's businesses and further raised its profile.
In addition to traditional adult media, Flynt branched out into sports betting with HustlerCasino.com. The website was licensed by the Kahnawake Gaming Commission and offered online casino games to US players. This move allowed him to tap into an entirely new market while continuing to expand his brand's reach.
Throughout all of this growth, Flynt remained true to his values of freedom of speech and free expression. Hustler has continued to push boundaries and provoke conversations about sexuality and identity, publishing controversial photos and interviews with high-profile figures. In 1984, he won a landmark Supreme Court case defending the publication's right to distribute artistic nude photographs without government censorship.
Despite personal setbacks like paralysis from a 1978 assassination attempt, Flynt remained a force in the media world until his death in 2021 at age 78. His legacy lives on through the magazine, video streaming service, retail stores, casinos, and beyond. And it will continue to inspire others who want to break down barriers and challenge societal norms.