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Pueblo West man's Undercover Billionaire journey starts Jan. 6 on Discovery

Tracy Harmon
The Pueblo Chieftain
Matt Smith (left) with Grant Cardone at the Wake Up Pueblo grand opening in September.

Pueblo and Pueblo West will be featured on national television, so free up your Wednesday evening and sit back to watch the new season of "Undercover Billionaire."

Local businessman and Pueblo West Metro District Board Member Matt Smith soon will be featured on the Discovery Channel when it airs its new season of "Undercover Billionaire" at 6 p.m. Jan. 6.

Smith is known in Pueblo West as the owner of SNAP Fitness and Snooze Mattress Company and serves the community as a director on the Pueblo West Metro District Board. But soon he will be known far beyond his hometown, when the program that he originally thought was a documentary on Pueblo airs for millions of viewers.

“You have no idea how on edge I am,” Smith admitted. “I just talked to producers and the director, and everything should be portrayed as amazing in this community but I don’t know how the episodes are being edited and have no control over that.”

Discovery producers picked Pueblo as one of the towns to be featured during the third season of their popular show.

According to the Discovery Channel website, “This season, three successful entrepreneurs are betting $1 million that they can go undercover in three different cities, start their own business with just $100 and top the million-dollar mark in just 90 days. At the end of the challenge, each of them will reveal their true identities to the people who helped build their business."

The promotional article goes on to question, “But will they be able to turn their big ideas into a reality? And can they navigate the impact of COVID-19 that has forced so many businesses across the country to shutter?”

One of those billionaires, entrepreneur Grant Cardone — an author, sales and marketing trainer, international speaker and real estate investor — was dropped off in Pueblo. Cardone is pushed in the direction of Smith, and together they created “Wake Up Pueblo.”

The business was established at 102 Oneida St., offering marketing and production of everything from videos to podcasting to “help grow the community — it is marketing — but storytelling more than anything,” Smith said.

MORE: Pueblo West’s Matt Smith builds new business with ’Undercover Billionaire’

Smith told The Pueblo Chieftain the business started with three employees and “is now up to 20-something. We are booming and we have a waiting list just to get in.”

He is bracing for even more business when the season airs.

As part of the "Undercover Billionaire" ruse, Smith was told Cardone (who was using an assumed name) was part of a documentary on Pueblo.

“We definitely need a blessing, and highlighting this community will be a blessing. I expect it will be great for Pueblo and show how great our community is, but I am nervous,” he said.

In a promotional clip for the show, Cardone is seen telling Smith: ”I’ve never been any place where I met so many nice people, but the game wasn’t to meet nice people.”

Smith said he believes he will be in about 12 of the episodes and the season is expected to run 14 to 16 episodes in total as it follows all three undercover billionaires.

“I am ready to start the journey,” he said.

For a sneak peak of the show, search Wake Up Pueblo on Facebook.

Chieftain and Pueblo West View reporter Tracy Harmon can be reached by email at tharmon@chieftain.com or via Twitter at twitter.com/tracywumps.