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After a long, strange trip, this CEO is close to taking a psilocybin pill to market

Kabir Nath
A lot is riding on the shoulders of Kabir Nath, the CEO of Compass Pathways.

Scott Semler for BI

  • Compass Pathways wants to use psilocybin to help people with treatment-resistant depression.
  • Its psilocybin pill, COMP360, could finally be coming to market as soon as next year.
  • For its CEO, Kabir Nath, it's been a long, strange trip to get to this point.

In 2022, Kabir Nath had a cushy executive job at a pharmaceutical firm that developed anti-psychotic medication.

Then he got a call from a scrappy upstart with a patent on a synthetic version of psilocybin — the active ingredient in magic mushrooms. It hoped to use the compound to help those with treatment-resistant depression.

They wanted him to join as CEO. Nath, whose father died by suicide, bit on their second pitch.

"A number of people have said to me in the last couple of years: 'You do realize what a risk that was,'" Nath told Business Insider about eventually jumping ship for what was, and still is, a drug company without FDA approval for its product.

"I was probably the first really senior executive from traditional pharma to make the move to psychedelics," he added. "But, you know, it was the right thing to do."

Nath's personal risk is now magnified as Compass Pathways finishes filing its final forms ahead of what could be FDA approval as soon as next year, and then a public rollout of its psilocybin pill, called COMP360.

Compass has recently added 150 new hires to its payroll, expanded its marketing division, and moved into new office space in Jersey City in the hope it all works out. "The company is growing rapidly," Nath said.

Though a subsidiary of Johnson and Johnson attained FDA approval with a version of ketamine for depression patients in 2019, it is by no means guaranteed that Compass, leveraging a more traditional psychedelic, will get the same approval.

Should the FDA deny Compass' bid, investors would rush to dump their shares, likely sending the company into bankruptcy. The Jersey City office, which just received a new lime green paint job, would be untenable.

If you ask Nath, it would also be bad news for 4 million patients with depression in the US, for whom more traditional antidepressants like SSRIs don't work.

"These are people who have been suffering from depression, and nothing's really working," he said.

Like other drug companies — especially those with a single product — Compass' stock has "been on quite the adventure," Nath said, as the company progressed through various human trials.

When markets closed on Friday, the share price hovered around $11, up $5 from last year. In 2020, when the company went public, shares went for $17.

From Haight Ashbury to Wall Street

Kabir Nath
Psilocybin's journey to the FDA has been a long and winding one.

Scott Semler for BI

Psilocybin's journey to the forefront of medical research didn't begin with Compass, and it hasn't exactly gone in a straight line.

Few did more to publicize the drug than Timothy Leary, the Harvard professor turned acid dropout. In a speech at Harvard's Cambridge campus in 1962, he told students that taking psilocybin allows people to experience an "internal rebirth," according to the Harvard Crimson.

In time, Leary would be fired from Harvard as he, along with a measurable portion of the US population, began to experiment more heavily with psychedelic drugs. Come 1966, the Grateful Dead were spiking their Kool-Aid with acid, and a definitive subculture of long-haired, psychedelic-taking hippies had emerged.

Meanwhile, researchers were experimenting too. Studies involving LSD and psilocybin flourished during the 1960s before hitting a brick wall in 1970, when psilocybin was classified as a Schedule I substance, rendering possession illegal, even for research purposes.

Work on the drug languished for years, until 2000, when the FDA gave scientists at Johns Hopkins University permission to conduct research on psilocybin.

And more recently, psychedelics have become trendy with the tech crowd.

From Burning Man to luxury retreats, experimenting with psychedelics is now common among tech founders and executives like Elon Musk and Sam Altman, who credit the drugs with quieting their nerves, boosting productivity, and allowing them to better harness their creativity.

Research, too, has flourished.

"There was actually a biotech boom from 2018 through to about 2022," Nath said. "In that boom, literally hundreds of psychedelic companies went public."

In 2018, Compass' proprietary psilocybin formulation received breakthrough therapy designation from the FDA. A few years later, it started testing the drug on people.

Nath was an executive in 2018 at Japanese pharmaceutical giant Otsuka, where he said he assembled a team to investigate whether psychedelics could become viable medicines after reading Michael Pollan's book "How to Change Your Mind," which explores the history and therapeutic potential of psychedelics.

COMP360

Compass isn't selling an experience analogous to a spiritual awakening at Burning Man, though.

The drug-taking process for a patient enrolled in one of Compass' trials is a bit different. First, a patient has to have treatment-resistant depression, which is clinically defined as depression that two or more standard drugs have failed to treat.

Then, a clinician explains the details of the process that is about to unfold. After that, they're given the psilocybin in pill form.

Kabir Nath
Kabir Nath at the company's new office in Jersey City.

Scott Semler for BI

"It's a quiet room with a couch," Nath said. "They're offered a blindfold, which most patients do actually wear."

As the patient begins to trip, a playlist of music, including classical and new age, plays softly in the background. The clinician, who Nath said could be a nurse, doctor, or therapist, sits silently in the room if the patient wants to talk, and for safety reasons.

Most of the time, though, there isn't any talking.

"This is not psychotherapy," Nath said. "We are not directing the patient's experience."

Six hours later, after some crying, laughing, and everything in between, the patient goes home.

In Compass's most recent trial, results for which were published in September, just under half of participants who took the drug experienced at least a 50% reduction in depressive symptoms within six weeks of treatment.

Next steps

After a decade of slogging through tests, first on animals and then on humans, Compass has completed all the necessary prerequisites and is busily working to get its last papers in order.

In a statement provided to Business Insider, an FDA spokesperson was noncommittal, though.

"The FDA evaluates experimental medications, including psychedelic drugs like psilocybin, through a rigorous, evidence-based process designed to ensure that any approved treatment is safe and effective for the indicated use," the spokesperson said.

Compass isn't the only psychedelic drug company wading through the lengthy process of trialing a drug.

AtaiBeckley, another psychedelic drug company trading on the Nasdaq whose product is not yet approved by the FDA, is developing a version of DMT administered via nasal spray. It received breakthrough status in 2025, years behind Compass.

For Compass, though, it could face the music as soon as the first half of next year, when it expects the FDA to render its decision. The company is already getting ready.

In addition to adding 150 new hires, Nath said the company is preparing its sales force to go online and is in frequent communication with doctors and healthcare providers about operating in clinics where therapists can administer the drug to patients.

"This has the potential to be radically different, and again, the rapidity is something that they're very excited about, and the durability," Nath said, referring to psychiatrists.

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'My concern is that AI makes a lot of things very easy': 'Diary of a Wimpy Kid' author on raising kids to read and think

Jeff Kinney
'Diary of a Wimpy Kid' author Jeff Kinney shares his parenting advice — and what he'd do differently.

Simon Simard for BI

This as-told-to essay is based on a conversation with Jeff Kinney, the 55-year-old author of the "Diary of a Wimpy Kid" series, who lives in Plainville, Massachusetts. It has been edited for length and clarity.

When I wrote "Diary of a Wimpy Kid," I worked on it for eight or nine years without thinking I was writing a book for kids.

I thought I was writing a book for grown-ups that would feel like "The Wonder Years" or "A Christmas Story" — looking back on childhood through the lens of an adult.

The first thing that surprised me was that my publisher said I'd actually written a children's series; it caused a lot of cognitive dissonance.

But what also surprised me was that kids understood the irony in the books. They understand that Greg is an unreliable narrator; they seem to get the joke.

After writing the series, and after raising two kids of my own — ages 21 and 23 — I've learned a few things about kids. Here's my best advice about getting kids to read, screen time, and more — plus a few things I'd go back and change if I could.

1. To get kids to read, feed their interests

I recently heard author Jack Gantos say that after dinner, he and his family would get out their books and read. I think that's really cool and also very old-fashioned, in a way. I wish we'd done it when raising our kids.

With reading, I think the most important thing you can do is feed your kids' interests, whether they're interested in Pokémon cards or sharks or tornadoes. Get them books or magazines that speak to their interests, rather than trying to give them books that we read as kids or books that are too high-minded for their age level.

A lot of authors who write for kids start with some sort of a lesson, and there's a time and place for that. But kids read for the same reason that adults read: to be entertained. If we start from a position of trying to teach kids a lesson, they'll sniff that out and turn away from it.

It's really important to encourage kids down a path that gets them reaching for the next book. I want them to feel a feeling of success in having finished a book because that's an important act of completion. But mostly, I'd like them to keep reading, whatever form that might take.

2. Listen to them

In everyday parenting, sitting at dinner with our kids and hearing about their day without judgment is a really good foundation. Just about everything that kids today are going through, we've been through in some form. The most powerful thing that we can say to kids is "I understand," or "I've been there myself," and share stories, making sure that they feel seen and heard.

As parents, we should make ourselves vulnerable to our kids by telling them about the struggles that we went through.

If we do that without moralizing and without judgment, I think it draws us closer to our kids and turns us into a resource for them.

3. Envision your future relationship

I've always thought about my relationship with my kids by imagining, How do I want our relationship to look when my kids are adults? I've tried to anticipate that and treat my kids that way the whole time.

Jeff Kinney
Kinney has two adult children, ages 21 and 23.

Simon Simard for BI

I think it's working out because my kids will call me and want to go see the Patriots or the Celtics with me. I think that's partially because I've always had this version of our relationship in mind.

4. Don't get too wrapped up in kids' sports

As parents, we live and die by our kids' successes in sports. I certainly got too caught up in it and couldn't really anticipate that there would be a life beyond sports for my kids.

If I were to go back in time, I probably would change my approach on that. We like to see our kids succeed, and of course, sports is a big stage where there's a lot wrapped up in their success, including social issues and self-esteem.

When our kids are thriving, we feel really good for them, and when they're failing, it's tough for them and us. I can understand why that happens with parents, but I can also see that it's good to take a step back.

5. Help them understand that social media manipulates

Social media bullying is something that we never had to face growing up, and it's really unfortunate and damaging.

Screen time has changed things — you see studies finding that kids are dating a lot less, and there's a loneliness epidemic.

As parents, we can help kids by educating them and helping them understand that social media companies are incentivized to make you spend more time on your screens. The more that my kids, who grew up immersed in the social media world, began to understand that, the more they wanted to move away from it.

They get out there in the world — touch grass, play sports, and pick up basketball. My son will put lockouts on his social media.

It's important for us to think for ourselves before we turn to AI

As AI becomes a part of schoolwork and daily life, my concern is that AI makes a lot of things very easy.

At times, I look for solutions through AI that I could conjure up myself, so I worry about how that rewires the brain when you feel like there's always an agent that can solve your problem for you. It could reduce your own capacity for problem-solving.

It's really important for kids to be able to think for themselves before turning to the tool.

To counteract that, getting out in the world and interacting with one another is really important. Put kids into social situations; for example, my son has been working as a bookseller this past year, where he's had to interact with lots of different types of people and solve problems.

A lot of kids or young people in this generation are more isolated. They spend a lot more time in their rooms on their phones, and so I think that getting them out there interacting with other human beings is going to give them a competitive advantage.

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Inside the Walmart of ghost tours

Visitors on a tour titled "the Original Ghost of Williamsburg Candlelight Walking Tour" from The Original Ghost Tours - Williamsburg walk between sites in Williamsburg, Va.

Elizabeth Frantz for BI

The king of ghosts lives in a haunted $4.3 million dollar mansion in the heart of New Orleans' French quarter. The dozens of paranormal tour guides who lead tourists through the neighborhood are sure to know of him and have an opinion of him. Lance Zaal is the most controversial man in America's booming ghost business, CEO of what competitors have dubbed "The Walmart of Ghost Tours."

Over the past half-decade, Zaal, 42, and his company, US Ghost Adventures, have opened ghost tours in more than 250 cities and towns, employing more than 1,000 guides, according to his company's website. He's also been buying up the country's haunted landmarks like it's the first trip around the Monopoly board — the Lizzie Borden House in Massachusetts, the Villisca Axe Murder House in Iowa, the McInteer Villa in Kansas, and two historic houses in Gettysburg, Pennsylvania. "Lance has said he wants to build an empire, and that's what he's doing," says Diane Student, who hosts the industry podcast History Goes Bump.

USGA also sells ghost detection gear through the brand Ghost Daddy — products with names like the Sinister Speaker, Medusa's Net, and Devil's Marble MK2. An Ultimate Ghost Hunt Kit For Two sells for $629.99. The whole operation has made Zaal wealthy enough to buy the Lalaurie Mansion, his primary residence, which stands on the site of an infamous slaveowner's torture chamber. Previous guests have reported unexplained moaning and groaning inside, along with the sudden, putrid smell of burning flesh, and, according to New Orleans tour guide Catie Santos, passing guides stand on the opposite side of the street because of the house's dark energy. On tours, Santos, who was briefly employed by Zaal as a content creator, also warns her guests "about the real life Marvel supervillain living in that house," she says.

Lizzie Borden House
The Lizzie Borden House in Fall River, Massachusetts, one of many haunted houses Zaal has bought up across the country.

Boston Globe/Getty Images

In assembling his dominion of the undead, Zaal has made a host of enemies among the living. I spoke with more than a dozen competitors and insiders in the industry who described him as "vindictive," "predatory," a "bully," and a "hemorrhoid." He has been accused of borrowing content from local tours, ripping off merchandise designs, redirecting negative reviews to competitors, misclassifying workers as contractors, and using names similar to local companies to confuse tourists. The allegations have resulted in a mounting pile of lawsuits against USGA. Zaal, who did not respond to repeated inquiries for this story, has consistently denied any predatory behavior and emphasizes his commitment to historic preservation.

When passing Zaal's mansion, Catie Santos warns tourists of "the real life Marvel supervillain living in that house," she says.

He has gone after his rivals, filing copyright and defamation suits and frequently threatening legal action. "This gang of competitors are the bullies. So desperate to restore their monopolies or do whatever they can to eliminate their competition," USGA wrote in the comments section of "Exposing US Ghost Adventures Corrupt and Unethical Business Practices Part 1," a recent video from the YouTube channel The Paranormal Engineer.

When Walmart surged through the country in the 1980s, it sparked fierce resistance from the mom and pop stores threatened by their expansion. Today, the rise of the Walmart of Ghost Tours has ignited a war in the ghost industry.


In the biography published on his website — which has a slapdash, early-2000s blog design — Zaal describes a hardscrabble childhood in Southern California. After his parents divorced when he was 6, he was often homeless, sometimes sleeping in the family van. He was bullied in school, he writes, and threw himself into little entrepreneurship projects like a lemonade stand, where he bumped his margins by charging extra for a "Lemon Special," which involved adding a Lemonhead candy to the drink. He says his youth was also marked by eerie experiences — mysterious footsteps, doors opening and closing without explanation — that inspired a lifelong fascination with the supernatural. "I've experienced odd things I can't explain," he said in a recent interview with Business Insider.

A smiling person stands before an ornate white doorway beside a website navigation menu on a black sidebar.
In Zaal's personal website, he describes a childhood marked by eerie experiences — mysterious footsteps, doors opening and closing without explanation.

Website of Lance Zaal

After 9/11, Zaal enlisted in the Marine Corps at age 17. He completed three tours, including two in Iraq, where he was stationed for a time at President Saddam Hussein's palace. Then he got an MBA at William and Mary, and worked briefly at Booz Allen Hamilton and Mythics Inc., until he was laid off in 2012. He set out on his own, developing a GPS-guided audio ghost tour app called ItourMobile. It was good timing. America was in the midst of a ghost renaissance.

In a 1978 Gallup poll, 11% of Americans said they believed in ghosts. By 2025, that number soared to 39%. Some attribute the trend to a decline in traditional religion, with non-religious people becoming more inclined to seek other supernatural answers to life's big questions. And as paranormal beliefs have risen, there has been an influx of people trying to profit from them. Reality TV shows "Ghost Hunters" and "Ghost Adventures" took off in the 2000s. By 2023, "dark tourism" — which ranges from the sites of atrocities to haunted houses — was valued at $32 billion and projected to reach $39 billion by the decade's end, according to Grand View Research.

Years after US Ghost Adventures took off, an interviewer at Authority Magazine asked Zaal what advice he wished he could give his younger self. "You're on your own," Zaal said, in a quote displayed under a photo of him in a vest, arms crossed, blue-steeling the camera. "You have no friends. The market is God."

Ting Rappa, an EMT and firefighter who runs an Orlando-based ghost tour called American Ghost Adventures met Zaal in 2015, when he was managing a tour called Colonial Ghosts in Williamsburg, Virginia. Zaal approached Rappa after she attended one of his tours with a proposal to team up. "He was a little off," Rappa says. Something about his energy made her apprehensive. "But he was a very intelligent person. I could tell he had a drive." Zaal said he would help finance her company in exchange for a share of the operation. But the deal didn't seem like an even partnership, so she turned him down.

You're on your own. You have no friends. The market is God.Lance Zaal

Three years later, she discovered that Zaal had a new name for his company that resembled hers: US Ghost Adventures. When she tried to trademark American Ghost Adventures years later, the application was denied because Zaal had registered his first. In 2024, she filed a suit asking for the USGA trademark to be cancelled, still working its way through the courts. "There's just no ethics to it," she says of Zaal's expansion. "Competition is good, but play nice. Right now, you're just being a big bully."

In the Authority Magazine story, Zaal was asked how he researches whether someone else has already had one of his ideas, a question that would become more significant as his business continued to grow.

"It's not relevant," Zaal said. "Who cares who else thought of an idea? This is fear at first thinking. What matters is creating a sustainable, strong business. Just because there are others in your market, doesn't mean you can't succeed in it, or even redefine it. What is important is ensuring you don't break the law, whether that be a trademark, patent, or whatever."


A ghost tour is a pretty simple business to set up. Most are walking tours through public spaces that require little overhead. At USGA, guides are generally contractors paid a flat rate of $40 to $50 per tour, plus tips, per its website. With a tour drawing dozens of customers paying $20 to $40 for a ticket, the money can quickly pile up.

A group gathers at night outside a brick building while one person gestures during a sidewalk discussion.
Tour guide Leanna Foglia during an "Original Fells Point Ghost Walk" tour by Baltimore Ghost Tours, a rival of Zaal's Baltimore Ghost Tour.

Elizabeth Frantz for BI

USGA wasn't the only company to pursue ghost tours on a national scale — the rival Ghost City Tours operates 60 tours — but it was the most aggressive. During the pandemic in 2020, as other tour companies were shuttering, Zaal expanded to dozens of cities and towns, ready to put guides on the pavement once restrictions were lifted. That year, he unsuccessfully sued to reverse a COVID ban on walking tours in Massachusetts. By 2021, USGA had operations in 33 cities, each under a local name.

One of the first cities targeted was Baltimore, where Melissa Rowell had operated Baltimore Ghost Tours since 2001. Zaal came on her radar when she began receiving phone calls from irate customers. "We are trying to find out where this ghost tour is," one man complained in a voicemail shared with Business Insider. "Nobody's answering the goddamn phone … after we spent almost $100."

The man was looking for Zaal's new local affiliate of USGA, which had begun operating under the name Baltimore Ghosts. Rowell sent Zaal a letter asking him to change the name to something more distinct. Soon after, Rowell says, USGA started using the name Baltimore Ghost Tour in some materials. "Instead of trying to cause less confusion, they seemed to be trying to cause more," she says.

Rowell and Zaal have since been in a cold war, volleying terse emails and cease-and-desist letters. "I understand you actively collaborate with a confederation of other companies to disparage and damage both the company and my personal reputation," Zaal wrote Rowell in 2024. "Let us honor the spirit of Halloween this season and cease this animosity. There's enough customers for all of us."

Two people stand beside a brick wall on a lamplit sidewalk at dusk.
Amy Lynwander (left) and Melissa Rowell, co-owners of Baltimore Ghost Tours, another of Zaal's rivals. "Let us honor the spirit of Halloween this season and cease this animosity," Zaal wrote to Rowell in 2024.

Elizabeth Frantz for BI

Rowell denies that she is part of a confederation, but local tour guides have collaborated in dealing with their ascendant rival. There's a private Facebook group where guides across the country share information about USGA. Mike Carter, a tour guide from Annapolis, Maryland, bought the domain name USAghostadventures.com to build a site that urged customers to choose local ghost tours instead of Zaal's outfit. (Zaal got the site taken down and sued Carter for defamation.) Some paranormal companies, like Central New York Ghost Hunters, have rejected partnerships with USGA out of solidarity with local guides.

In Austin, Texas, USGA was sued by the owners of a local Booze and Boos Tour after Zaal opened a Boos And Booze tour. In Savannah, Georgia, the national company Ghost City Tours, which operated a Dead of Night Tour, sued USGA for opening the Savannah Terrors Ultimate Dead of Night Haunted Ghost Tour. In Charlotte, North Carolina, the local Queen City Tours sued Zaal's Queen City Ghosts. USGA generally argues in court papers and public statements that the names are too generic to own. The Austin suit was settled in 2024; the latter two lawsuits are currently making their way through the courts.

USGA was sued by the owners of the Booze and Boos Tour after it opened a Boos And Booze tour; the Dead of Night Tour for opening the Savannah Terrors Ultimate Dead of Night Haunted Ghost Tour; and Queen City Tours for opening Queen City Ghosts.

In one instance, a guide alleges that Zaal uses these similar names to trick tourists into leaving negative reviews on his competitors' tours. Angela Taverniti, who runs Colonial Ghosts of Williamsburg, said a USGA customer, Samantha Butler, accidentally left a negative review on Taverniti's tour. When she pointed out the mixup, Butler pulled up the link she got from USGA asking her to review the tour and tested it. A screen recording Butler shared with Business Insider shows that when she submitted a four-star ranking, she was directed to the Google review page of the USGA tour she took. But when she submitted a two-star rating, she was directed to the Google page for Taverniti's tour. Spooky. Reviews are a big deal for tour operators. "98 percent of our business comes from Google," Taverniti tells me. "It's a game that you have to play constantly. And he knows how to play it."

Other paranormal guides say Zaal borrows the content of the tours along with the names. Laine Johnson, a former park ranger, spent the last decade developing a tour of the supernatural happenings in Durango, Colorado, drawing from firsthand accounts of locals, newspaper archives, and out-of-print books. When a new tour called Durango Ghosts set up shop there in early 2023, Johnson took it to check out the competition. She says she was startled that they followed her exact route and told the same stories, sometimes with the same phrasing.

Angela, owner of Ghost Tour Williamsburg
Angela Taverniti, owner of Ghost Tour Williamsburg, claims that Zaal uses similar names to his competitors' tours to trick tourists into leaving negative reviews on their Google pages.

Elizabeth Frantz for BI

When she got home and did some research, she formulated a theory of what had happened. During the pandemic, she had uploaded her materials to a site called Junket, which allowed her to host virtual tours. Junket and Durango Ghosts were owned by Lance Zaal. Her content, she's convinced, had been snatched from the Junket website and co-opted by her new competitor.

USGA has meaningfully eaten into her bottom line, she says. "This is a really small town. It's ridiculous that there's now three ghost tours going here," she says.

By 2021, USGA purchased the crown jewel in its collection of haunted property, a three-story Greek Revival House in Fall River, Massachusetts, where Lizzie Borden was accused of axe-murdering her parents in 1892. It's famous for paranormal activity, and Zaal mentioned in an interview shortly after the purchase that he felt as if "someone, or something, was in the room with him," when he spent the night there alone.

This is a really small town. It's ridiculous that there's now three ghost tours going here.Laine Johnson, a ghost tour owner in Durango, Colorado

In 2023, a small cafe called Miss Lizzie's opened nearby, and Zaal sued, arguing that the name and logo — a blood-stained hatchet — infringed on his trademark. "She's a historical figure," cafe owner Joe Pereira counters. "I don't think anyone can own her." It was a strange reversal of the trademark suits that had been filed against him, and local competitors followed the case closely.

The next year, a judge sided with Pereira, saying the logos were substantially different. "Miss Lizzie's hatchet has a handle and smooth axe blade that spews blood," the judge wrote in his decision. "Ghost Adventures' hatchet is bereft of either handle or blood and features a notch halfway along the blade." But the lawsuit, which dragged on for years afterwards, has taken a financial toll on Pereira. Though a judge affirmed the initial ruling this month, Pereira was also ordered to pay $31,207 in legal fees after missing various filing deadlines.


Amid the acrimony, USGA has continued to grow. From 2019 to 2023, Zaal told Entrepreneur Magazine, USGA's revenue increased by 2,600%. To service the expansion, he contracted with writers and creators to develop tours and other content about new cities in the USGA empire.

Some guides, like Sabrina Velandry, a psychic medium who conducts tours for USGA in Salem, have had broadly positive experiences with the company. It's more professionalized than some of the local tours, she says. "It is corporate, but it's just really really well-run and organized." Others have butted heads with management, and two lawsuits have alleged misclassifying workers as independent contractors and failure to pay overtime wages. USGA has denied these claims, and one suit was settled while another is still in the courts.

In 2023, Ronald Murphy, a high school teacher outside of Pittsburgh, began picking up some extra work for USGA as an independent contractor, where he would crank out a new tour for $200, or make $40 for a 300 word blurb on the USGA website. All told, he says, he wrote tours for about 18 cities.

Dark courtyard seen through metal bars, with fallen leaves, brick walls, and a low concrete slab.
USGA sells ghost detection gear through the brand Ghost Daddy — products with names like the Sinister Speaker, Medusa's Net, and Devil's Marble MK2. An Ultimate Ghost Hunt Kit For Two sells for $629.99.

Elizabeth Frantz for BI

He says he wasn't given time for deep research and didn't like the idea of using content posted by competing local tours, so for a tour about Fort Worth, Texas, he decided to get creative. "I was going to simply make up the ghosts," he says. He thought the local Cowboy Museum was the sort of place that a ghost might frequent and wrote this fiction for the website: "Of course, no cowboy can hold a candle to The Duke himself, Mr. John Wayne. Visit the Texas Cowboy Hall of Fame where it's said the apparition of the 6 foot 4 actor has been seen admiring the cowboy memorabilia on display." The work eventually dried up. Today, USGA is recruiting an AI Creative Specialist, at $42,000 a year, "to draft, edit, and refine engaging tour scripts, website copy, and compelling marketing collateral." Even ghost jobs aren't safe from the AI revolution.


Trevor Foster didn't have much interest in ghost tours until he was ripped off, he tells me. He's a ceramics artist who specializes in dark pieces like bones, pistols, and mystical eyes. This January, he received a message informing him that USGA may have stolen one of his designs to sell on its Ghost Daddy website — an intricate skull-shaped mug with a handle like a curved bone. From initial casting to final glazing, it took Foster about about 100 hours to complete.

The skull on Ghost Daddy looked like one Foster designed in a slightly different color. Foster says the fact that it had the same sutures on the top — "almost like a fingerprint" — made it clear it was a ripoff. He also found that Zaal had recently purchased the same skull mug from him. "For someone to buy it and make a direct mold just seems kinda brazen," Foster says.

Foster sent a cease-and-desist letter, and Zaal responded that he planned to remove the item within six months. "My understanding in looking at your website is that you have your initials on the bottom (ours doesn't), each one is hand crafted and unique (ours are consistent and the same which is why yours looks better), ours is of a lighter color, and our logo is on the back," Zaal added. To Foster, it seemed Zaal was implying that replacing his initials with the USGA logo was enough to make the knockoff legal.

An Instagram video Foster posted went viral in the ghost tour community, and Zaal agreed in an email shared with Business Insider to discontinue the item immediately. He attributed the similar design to a mistake made by an overseas supplier who was given multiple examples to draw inspiration from. That wasn't good enough for Foster, who sued and settled with Zaal in September.

Tour guide Ben Payson tells stories while walking through Wren Yard at the College of William & Mary during a tour titled "the Original Ghost of Williamsburg Candlelight Walking Tour" from The Original Ghost Tours - Williamsburg, in Williamsburg, Va.
From 1978 to 2025, the share of Americans who said they believed in ghosts soared from 11% to 39%.

Elizabeth Frantz for BI

Foster was surprised to have found something of a community as a result of the whole debacle. After he'd posted about the situation, he was inundated with dozens of messages from people with their own grievances with US Ghost Adventures, commiserating with him. "It's just kind of incredible how many people they've angered," Foster says.

And — if you fall into the 39% of the country that believes in ghosts — you might believe that it isn't just corporeal beings that have been angered. This summer, a group of part-time ghost hunters visited Zaal's newly purchased McInteer Villa and set up K-2 meters, REM pods, and a ghost box.

But the group's leaders Dawn Lorenzen and Amy Osborn found the ghosts to be surprisingly uncommunicative. When they'd visited before Zaal's purchase, the ghost hunting had been good.

They Facetimed a medium to figure out what was going on. The ghosts were irritated, she told them, and it seemed to be related to the new ownership. "They made a circus of the place," the ghosts kept repeating, she said. "And now we are a spectacle."

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