A New Spin on Sign Spinning: Charles Kundelius Takes Center Stage
On a scorching 100-degree Tuesday morning, Steele Indian School Park was nearly empty, except for Charles Kundelius. At 11:30 a.m., he placed his collection of signs under a tree and cranked up his speaker to broadcast Redbone’s “Come and Get Your Love” while performing freestyle moves with his spinning sign, captivating a live TikTok audience.
Kundelius, known on TikTok as @charleskundelius or OGSpinz, has turned sign spinning into a full-time profession, streaming his skills online daily. Once a part-time job, sign spinning now sees him performing backflips and cartwheels on sidewalks for 40 hours a week, while also training others in the craft.
His journey began two and a half years ago when he found AArrow Sign Spinners on Indeed.com. After being trained by his manager, Kundelius was promoted to general manager within a year. He now conducts regular training sessions at Steele Indian School Park, grooming future AArrow employees.
“I just like sign spinning so much,” Kundelius shared. “Of course, I need money, but I’ve been working, being consistent, and I’ve been getting raises … and I make my own schedule, and that freedom is nice.”
Supporting him every step of the way is his mother, Leah Kundelius, who has also gained popularity on TikTok as @princess.leah_5, affectionately dubbing herself “Mamaspinz.” She has been his constant companion, attending his street sessions, driving him to training events, and cheering him on at competitions. Over the past two years, she’s seen him shed 100 pounds thanks to his dedication to sign spinning.
“Doing this, it just gives him peace,” Leah said. “It has been so therapeutic … and as a mother, it’s just so wonderful to see that he can have some of that.”
While Kundelius trains others, Leah often sets up her own livestream, proudly announcing her son’s nearly 40,000 followers to those around. His rise to fame highlights how manual labor can intersect with digital platforms, as sign spinning serves both as a physical art and an online spectacle.
“From a marketing perspective, the sign spinner is a celebrity, and then the advertising business has now become the supporting character,” said Nancy Gray, a clinical assistant professor at Arizona State University’s W.P. Carey School of Business. She noted that Kundelius’ street performances have become a content studio, bringing an escape from the digital world into reality.
John Nicoletti, a professor at Walter Cronkite School of Journalism and Mass Communication, emphasized the importance of authenticity in Kundelius’ success. “Authenticity is crucial because of artificial intelligence,” he said. “When people are not afraid to lean into who they are as people and what they do, it gives us all a sense of realism.”
AArrow’s website praises sign spinners for their personalities, with testimonials reflecting their positive attitudes. One review for Posh Puppy Co, a business Kundelius spins for, noted that his performance led them to the store, highlighting the engaging nature of his moves.
For Kundelius, TikTok is a platform to amplify his craft and connect with a wider audience. “I think the interesting thing about social media nowadays is it gives you the opportunity to be truly authentic with a worldwide audience,” Nicoletti added.
Kundelius’ dedication has fostered a community of fans, some of whom have become friends. A duo from Oregon once traveled 20 hours to meet him after following his livestream schedule, even gifting him a phone he still uses. “This community is really cool, because it’s about being positive and not about judging people,” Kundelius said. “Doesn’t matter where you come from, what you believe, it matters about how you treat other people, what you put out there.”
This article first appeared on Cronkite News and is republished here under a Creative Commons Attribution-NoDerivatives 4.0 International License.
