Petter Hörnfeldt Has 2.5M Subscribers and Sells 24 T-Shirts. The Logbook His Audience Must Keep Costs $129.99 a Year

Key Takeaways:

Mentour Pilot showed 2.5M subscribers, 807 videos and 630,222,264 views on September 22, 2026. Mentour Now! showed 640K subscribers, 296 videos and 147,399,751 views the same day
His own site's navigation routes every paid thing off his property: merch to a Fourthwall storefront with 24 products priced $29.00 to $49.00, membership to Patreon, and the 737 course to a landing page run by a separate training company
An Apple iTunes Search query for "mentour" returns three results on September 22, 2026, and none of them are his. A developer-name search returns the same three
Every pilot watching him is required by 14 CFR 61.51 to record each flight, and by 14 CFR 61.57 to have made "at least three takeoffs and three landings within the preceding 90 days" before carrying anyone
LogTen Pilot Logbook holds 10,045 US ratings at 4.66 and sells that record back to pilots at $79.99 or $129.99 a year. Its own listing claims "over 160,000 pilots worldwide"

Petter Hörnfeldt is a Boeing 737 captain, a line training captain, and a Type Rating Examiner. His About page says he became a captain at 25, a TRI at 26, and has "more than 10 000 hours on the Boeing 737." He was born in Sweden in 1981 and got the idea at 14, after somebody handed him the controls of a Cessna 172. He also runs the biggest aviation channel on YouTube. Two and a half million people watch him take an accident report apart, and another 640,000 watch his industry channel. Then you look at what he sells, and the whole thing goes flat.

What Does the Biggest Aviation Channel Actually Sell?

Four things, and every one of them is a one-time purchase on a platform he does not own. Twenty-four merchandise items between $29.00 and $49.00 on Fourthwall, a Patreon membership, a therapy referral link, and a Boeing 737 type course run by a different company entirely. Read his own navigation bar, which is the fastest way to audit any creator's business. News and Videos are free. Virtual 737 leaves for a landing page operated by Airline Pilot Performance. Merch leaves for Fourthwall. Better Help leaves for BetterHelp. Sponsors is a sponsor page. The only thing on his own domain that resembles an account is a WordPress login form he never customized.

None of this is a mistake on his part. It is the default. A creator builds an audience, and the market hands them a merchandise storefront, an affiliate link and a membership tier, because those three things are easy to set up and they work a little. The problem is that all three are bets on attention. A t-shirt is bought once. A Patreon tier is renewed by people who want to support him, not by people who need something. That is the same rented-platform arrangement that leaves a creator with no asset at the end, and it is exactly what the $30 tee looks like once you price all seven costs inside it. Meanwhile his audience has a standing obligation that nobody in his business touches.

What Is His Audience Legally Required to Do?

Keep a record. Under 14 CFR 61.51, every pilot must document each flight with the date, total flight time, departure and arrival, aircraft type and identification, the type of experience, and the conditions of flight. Under 14 CFR 61.57, nobody may carry passengers unless they have made at least three takeoffs and three landings in the preceding 90 days. Under 14 CFR 61.56, a flight review is due every 24 calendar months, endorsed in that same logbook. This is worth sitting with, because it is a customer relationship most creators would sell a kidney for. The audience is not deciding whether to engage. They are legally obligated to write something down after every single flight, and then to prove it later to an examiner, an insurer, a chief pilot, or an airline recruiter.

Ninety days is the clock. Twenty-four months is the other clock. A first-officer application is the audit. The record is not a hobby artifact, it is the pilot's career file, and losing it is closer to losing a passport than losing a notebook.

Who Owns the Pilot Logbook Shelf?

Software companies. All of them.

App	Publisher	US ratings
LogTen Pilot Logbook	Coradine Aviation Systems	10,045
Logbook Pro Flight Logbook	NC Software, Inc.	1,735
MyFlightbook	MyFlightbook LLC	1,040
APDL - Airline Pilot Logbook	NC Software, Inc.	981
Pilot Logbook - Flight Tracker	Flygo-Aviation Ltd	183
PILOTLOG - CrewLounge AERO	AvioVision	134
AIROS Pilot Logbook	AIROS 360, Inc.	99

Ask a pilot to name a creator and you will get Mentour Pilot. Ask the same pilot to name the company that holds their last four thousand hours and you will get a shrug and a login. Coradine's listing claims over 160,000 pilots worldwide, and its pricing page sells LogTen Basic at $79.99 a year and LogTen Pro at $129.99 a year. The training shelf is the same shape: Sporty's Pilot Training at 11,007 ratings and King Ground School Companion at 10,453, both from pilot shops, neither from anybody the audience watches. Rating count is roughly installs multiplied by years on the store, so it measures distribution rather than quality. That is the point. This demand is not speculative and it is not seasonal. It is enforced by a federal regulation, and the entire category is owned by vendors with no audience at all, which is the category-leader-nobody-can-name pattern showing up one more time.

2.5 million subscribers is distribution. A t-shirt is not a business.

Built by Foundry builds the product a creator's audience already needs, ships it in roughly three weeks, and runs it forever. $0 upfront, revenue share, and the creator owns the business.

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The Ledger Test

Here is the test, and it takes one minute on your own audience. Ask whether your audience is required to keep a record of doing the thing, and whether they have to show that record to somebody else. If the answer to both is yes, the product you owe them is a ledger, and somebody else is already charging them for it. It passes on pilots, on nurses and their continuing education credits, on divers and their dive logs, on commercial drivers and their hours of service, on realtors, electricians, personal trainers and anyone else whose license renews against documented work. It fails cleanly on cooking, travel, drawing, gardening and reading, where nobody audits anyone and the record is a diary at best. A test that fails on half its candidates is a test rather than a slogan. When it passes, three things follow, and they are the three things a merchandise line will never give you. The product recurs, because the obligation recurs on a clock the customer does not control. The product gets harder to leave every month, because the switching cost is the customer's own history and nobody exports four thousand hours for fun. And the product tells you what to publish, because you can see where ten thousand pilots are stalling this quarter without having to guess, which is a cleaner answer to "what do I post tomorrow" than any content calendar. That is the difference between a one-time sale and a subscription with a reason to exist.

If Your Audience Has to Prove Something to Somebody Else

If you teach a licensed or certified audience and you are selling merchandise, this section is for you. The flight instructor, the CPR trainer, the CE provider, the trade school, the exam coach. You already know the moment the relationship ends. It is the week after someone buys the shirt or finishes the course, when they go back to work and open the software that actually holds their career file, and that software belongs to a company that has never made a video in its life. You cannot fix that with another product drop. You fix it by owning the page they have to fill in anyway. That is a business, not a launch. Somebody has to build it, put it where the searches happen, price it, and then run it forever: the billing, the reviews, the store releases, the support queue, the regulation changes. That is the business we are in, and the running part is the part most creators underestimate. Petter Hörnfeldt has done the hardest thing in this entire corpus. He built a trusted, technically serious audience of two and a half million people in a field where trust is the whole product, and he did it as a working captain who examines other captains for a living. He is selling them posters. A company none of them can name is selling them their own careers back at $129.99 a year.

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All figures verified on September 22, 2026 against youtube.com/@MentourPilot and youtube.com/@MentourNow, the published pages at mentourpilot.com including its About page and navigation, the mentourpilot-shop.fourthwall.com storefront, logten.com/pricing, the eCFR text of 14 CFR 61.51, 61.56 and 61.57 served by the eCFR versioner API, the Government Publishing Office annual edition of 14 CFR 61.57, and Apple's US iTunes Search and Lookup API responses for "mentour", "pilot logbook", "airline pilot logbook" and "pilot training". Subscriber counts, rating counts, prices and regulations all change. Current-state claims require revalidation before later use.

Petter Hörnfeldt Has 2.5M Subscribers and Sells 24 T-Shirts. The Logbook His Audience Must Keep Costs $129.99 a Year

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What Does the Biggest Aviation Channel Actually Sell?

What Is His Audience Legally Required to Do?

Who Owns the Pilot Logbook Shelf?

The Ledger Test

If Your Audience Has to Prove Something to Somebody Else

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