They aren't just the "shiplap people" anymore. Honestly, if you still think of Chip and Joanna Gaines as merely the quirky couple from HGTV who made farmhouse sink sales skyrocket, you've missed the biggest pivot in modern media.
It's 2026. The world has changed, and so has Waco.
Most people get the timeline wrong. They think the story ended when Fixer Upper went off the air in 2018. It didn't. It just got bigger, weirder, and way more expensive. We aren't talking about $200,000 ranch houses anymore. We’re talking about a multi-billion dollar ecosystem that includes a television network, a hotel, a literal castle, and now, a massive footprint in the Rocky Mountains.
The Colorado Shift: Why Chip and Joanna Gaines Left Texas (Sort Of)
For over a decade, the Gaines brand was inseparable from the dusty, flat terrain of Central Texas. If it wasn't in Waco, it wasn't Magnolia. But 2025 and 2026 marked a massive departure from that "local only" philosophy.
The launch of Fixer Upper: Colorado Mountain House changed the game.
Chip, being Chip, "casually" looked at real estate until he found a 1960s mountain property that needed a total overhaul. This wasn't just another flip. It was their first major out-of-state project, and it signaled a shift in their business strategy: expansion. They’ve realized that the "Waco magic" can be exported.
But there’s a deeper, more human layer here. Their kids are growing up. Drake is 20. Ella is 19. The "nest" is starting to feel a little empty, and you can see that reflected in how they work now.
Working With the Next Generation
In late 2025, we saw something we never thought we’d see. Ella Gaines, their eldest daughter, stepped into the spotlight as a lead designer on the Colorado project.
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For years, the Gaines kids were background characters. They were the ones bringing lemonade to the job site or playing with goats in the final reveal. Now? They’re the talent. Ella basically took over the design of a cottage on the Colorado property, and honestly, her style is a bit of a departure from Jo’s signature look. It’s more modern, a bit more rugged.
It makes sense. You can’t keep five kids in a farmhouse forever.
- Drake (20): Currently in college, mostly stays off-camera.
- Ella (19): Effectively the "heir apparent" to the Magnolia design throne.
- Duke (17): Heavily into baseball (more on that in a second).
- Emmie Kay (15): The quiet gardener and baker.
- Crew (7): Still the "baby" who keeps the farmhouse lively.
The Magnolia Network: Is It Actually Working?
Let’s be real for a second. Launching a linear cable network in the age of Netflix was a massive gamble. When Chip and Joanna Gaines partnered with Warner Bros. Discovery to turn DIY Network into Magnolia Network, skeptics thought they’d peaked.
They were wrong. Sorta.
The network isn't just "The Chip and Jo Show." In early 2026, the programming slate looks more like a curated boutique than a standard TV channel. They’ve moved into competition series like Roller Jam—which, if you haven't seen it, is basically high-stakes roller dancing—and niche artisan shows like Home Reimagined with Vern Yip.
They aren't chasing 10 million viewers per episode anymore. They’re chasing a specific vibe.
However, the "Waco fatigue" is real. Some fans have complained that the projects have become too "high-end." The original appeal of Fixer Upper was that a regular family could buy a $150,000 house and make it beautiful. Now, with projects like Hotel 1928 and the Colorado mansion, the price tags are astronomical. It’s aspirational, sure, but it’s less "neighborly."
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The $20 Million Gift and the "Lifelong Dream"
If you want to know where their hearts (and their money) are actually going in 2026, look at Baylor University.
In January 2026, the couple made the largest donation in the history of Baylor’s baseball program. We’re talking about "Magnolia Field at Baylor Ballpark."
Chip was a business major there (Class of '98), and Jo studied communications (Class of '01). This wasn't just a tax write-off. Baseball is the Gaines family religion. Duke and Drake both grew up on the diamond. For Chip, who once dreamed of being a pro ballplayer, putting the Magnolia name on that field was the ultimate full-circle moment.
It’s a smart PR move, but it’s also authentic. That’s the thing about Chip and Joanna Gaines—even when they’re being corporate moguls, they manage to make it feel like a local bake sale.
What Most People Get Wrong About the "Magnolia Way"
There’s a common misconception that Joanna is the "boss" and Chip is just the "demolition guy."
If you look at how they’ve handled their 2026 ventures, it’s actually the opposite. Chip is the engine. He’s the one pushing for the "scary" stuff—the hotel, the network, the out-of-state moves. Joanna is the filter. She’s the one who says "no" to 99% of the deals so the 1% they do actually feels right.
They’ve also been surprisingly vocal about their marriage recently. It hasn't always been perfect. They’ve admitted to feeling "caged" by the original HGTV fame. They even hired dance instructors in late 2025 to "relearn how to look each other in the eye."
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That’s a weirdly vulnerable thing for two billionaires to admit.
The 2026 "Dough" Trend
On the lifestyle front, Joanna has pivoted hard into "slow living."
Her latest obsession? Professional-grade bread making. She recently shared her new setup featuring an Ooni Halo Pro spiral mixer—a machine that costs more than most people's first cars.
She’s moving away from the "perfectly staged room" and into the "perfectly messy kitchen." It’s a calculated aesthetic, of course, but it’s what’s driving the brand in 2026. People don't want to see a clean house anymore; they want to see a house that looks lived in by someone who has a lot of time and money to spend on sourdough.
Actionable Insights for the "Magnolia" Enthusiast
If you’re trying to channel the Chip and Joanna Gaines philosophy in 2026, the rules have changed. It’s no longer about putting a clock on every wall.
- Embrace the "Pivot": Don't be afraid to change your "signature" style. Even Joanna is moving away from stark white and into moodier, darker tones and rugged textures.
- Focus on "The Third Space": The Gaines empire is now built on hospitality (hotels, restaurants, baseball fields). In your own life, focus on the spaces where people gather, not just where they sleep.
- Involve the Family, but Set Boundaries: They kept their kids off-screen for years until they were old enough to choose it. If you’re building a family brand, protection is better than promotion.
- Invest in Your "Alma Mater": Whether it’s a school, a neighborhood, or a local park, the 2026 Gaines model is about "deep roots." Don't just build a business; build a community legacy.
The Gaines story is far from over. With the kids entering the business and the brand expanding into new states, the "Magnolia" we knew in 2014 is gone. What’s left is something much more complex, much wealthier, and surprisingly more human.
Whether they’re renovating a Colorado mountain home or baking bread in Waco, Chip and Joanna Gaines have mastered one specific skill: making us feel like we’re part of the family, even as they build an empire.