Seven hours. That’s the amount of time Dean Schneider used to spend on Instagram each day to spread the word about wildlife conservation. While his videos typically showcase camaraderie with the lions of Hakuna Mipaka Oasis, a South Africa-based, 400-ha wildlife sanctuary and rehabilitation centre Schneider set up in 2017, they also feature the antics of animals like hyenas and giraffes.
Conceivably, roughhousing and cuddling with big cats has captured the imagination of viewers worldwide, and the 31-year-old now has some 30 million followers and subscribers across Instagram, YouTube and TikTok. “I had to invest that sort of time in the early stages because my entire mission relies on the support of people. It was essential that I connected with them,” he explains.
Having established a prominent online presence, he no longer spends as many hours on social media, preferring instead to “focus on other aspects of life”. Re-evaluating the way in which he uses his time also made him agree to be the brand ambassador for independent Swiss watch company Norqain, which he reckons shares his values of freedom, adventure, and loyalty.
As part of the collaboration, Schneider helped to co-design the Norqain Wild One Hakuna Mipaka timepiece. His inspiration was a six-year-old lion that was his first rescue. “Dexter introduced me to the pride and is the only lion I have a human relationship with,” he lets on. “Through him, I learnt how lions love, fight, and resolve problems.” The watch retails for $8,700 and only 300 pieces are available.
His key to winning over the king of the beasts? Good old-fashioned respect. “I adapted to their ways and didn’t force them to live according to mine,” he says. The lions, he adds, treat him differently from how they act towards one another because they see him as “a weaker being, like offspring”.
He is also enthused about living with purpose, particularly when nothing worthwhile comes easily. “We’re always going to face struggles, whether in business, love or friendship,” he says. “What you can choose is the attitude you want to take. When I feel positive, I solidify my attitude for when it becomes negative.”
