THE WOOD MAN
The commercial core: La Boiserie clothing, accessories and bundles. Created in 2020, it went from under 200,000 euros in revenue to 20.1 million in 2025, for 5.09 million in net profit.
25% net margin
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Everything about Lucien Cupif, the man behind La Boiserie
Two million subscribers, around fifteen companies, two châteaux and a textile factory with sixty staff. What makes him unusual comes down to one thing: unlike almost every other creator, his figures can be checked at the commercial court registry.
- Real name
- Lucien Cupif
- Born
- 19 September 1994, Angers
- Public name
- Thierry Vigneau Boiserie
- Main company
- THE WOOD MAN
- 2025 revenue
- €20.1M
- Net worth
- Not public
Thierry Vigneau was his late father's name. He kept it as a public identity. His company filings carry his real name and confirm his date and place of birth, which several sites get wrong.
His path, step by step
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A caravan in Maine-et-Loire
After his father died, he says he lived for a time in a caravan with his mother. So he starts a very long way from the assets he holds today — a point that matters for understanding the rest.
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Mechanics first
Motorbikes first, cars after. Several profiles describe him as having worked at Kawasaki before setting up his own projects. It's a trade, not a backdrop.
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2013: the channel, with no immediate take-off
He posts motorbike restorations, then car restorations. The real acceleration only comes several years later. Today: around two million subscribers and more than five hundred million cumulative views.
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2020: THE WOOD MAN, and the real engine
The company that sells La Boiserie clothing. He avoids product placement on his main channel and prefers to sell his own brand. YouTube advertising is only a fraction of his income.
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2022 and 2025: two châteaux
Château de la Colette, around 1,800 m², then Château des Ruaux, 1,600 m² of living space on eleven hectares with a chapel, hangars and a private airfield. These aren't only homes: offices, workshops, storage and filming sets all live there.
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2025 and 2026: he buys his suppliers
Acquisition of Graphy Océane, a Nantes screen-printing business with around sixty staff, alongside Aurélien Caillaud. Then the takeover of N'GO Shoes in June 2026. He moves from online retail into manufacturing.
His companies
Around fifteen entities, from a garage to insurance. Here are the ones that matter.
Graphy Océane
A Nantes screen-printing and embroidery business, around sixty staff, acquired in late 2025 with Aurélien Caillaud. It now manufactures the clothing for the La Boiserie competitions. This is his most structural move.
Production brought in-houseThe garages
THE WOOD TURTLE for cars, up from 563,000 euros in 2022 to 2.84 million in 2025. MX SHOP MOTO for motorbikes, from 73,000 euros to 1.95 million over the same period. Plus a 24.5% stake in Shiftech Nantes.
Growth × 5THE WOOD DOG
The holding company created in 2021, which centralises stakes, cash and investments. A good dozen companies sit under it.
Parent entityThe side businesses
Essencial Airsoft, born from a hobby and now a physical shop with 1.21 million in revenue. Jabois Assurances for insurance, Komunic for communications, THE WOOD FARMER for farming, Les Macarons de Lulu since 2025.
DiversificationProperty
Several civil property companies — THE WOOD CASTLE, THE WOOD CHATEAU, SCI THE WOOD WOMEN — which hold the two châteaux and the group's properties, including one short-term rental.
AssetsWhat his numbers actually mean
This is the first profile on this site where the amounts come not from the subject but from filed accounts. All the more reason to read them properly, because three of them are regularly misreported.
- 5.09 million euros
- THE WOOD MAN's net profit in 2025. That's what is left to the company after costs and tax, not what lands in his personal account. Part is reinvested, part goes up to the holding company, part funds acquisitions.
- 27 million euros
- The combined weight of the companies held with Aurélien Caillaud, according to the business press. It is neither his personal revenue nor proof that he owns 100% of each one.
- A profit larger than the revenue
- The holding company shows 1.28 million in revenue in 2024 for 3.45 million in profit. That isn't an anomaly: a holding company receives dividends from its subsidiaries, which don't count as its revenue but do inflate its profit.
His personal wealth therefore can't be established, and the amounts circulating on some sites rest on nothing documented. What can be stated: highly profitable companies, several properties, numerous stakes, and business partners — which rules out attributing all of it to him.
The model: own the whole chain
This is what really sets him apart from other automotive creators, and what explains a 25% net margin on online retail.
Competitions rather than advertising
Buying a clothing bundle gives you entries into a car competition. The thirtieth-anniversary event put thirty cars up for grabs, around 1.5 million euros in prizes. The conversion rate has nothing in common with a conventional shop.
He manufactures what he sells
La Boiserie was ordering enormous volumes of textiles from third parties. Since the Graphy Océane acquisition, the manufacturer's margin stays inside the group. Same logic for the garages, which prepare the cars in the videos. Fuze III takes the reasoning further still: his in-house companies now invoice clients other than himself. Tibo InShape did the opposite: he licenses his brand out rather than becoming a manufacturer.
Every expense becomes content
The cars, the châteaux, the plane, the boat aren't only personal purchases: they feed the videos, which bring the audience, which buys the bundles. The Foire Boiserie drew more than a hundred thousand visitors in 2024.
The loop is complete: the audience feeds the competition, the competition sells the clothing, the clothing is made in-house, the manufacturing produces content, and the content brings the audience. GMK follows the same principle on a smaller scale — turning an audience into assets rather than ad revenue. Akram Junior, from the same automotive scene, applies the logic to car trading and mechanical warranties.
Two items from his public record
A complete profile doesn't hide them, without giving them weight they don't have either. In 2019, the criminal court in Angers sentenced him to ninety day-fines of seven euros, a four-month licence suspension and an awareness course, for driving offences committed in a Ferrari. In 2023, an eight-hundred-euro fine was handed down for complicity in the use of forged documents, in a case involving a falsified roadworthiness certificate during a sale.
On the Enduropale du Touquet race, one nuance is worth making. He finished the 2023 edition in 345th place out of around 1,300 competitors. For 2024 he spoke of being banned; the organisers explained for their part that he had not been banned, but that his request for an exemption, filed after entries closed, had been refused.
Common questions
What is Lucien Cupif's net worth?
It isn't public, and the amounts put forward by some sites rest on no document at all. What is verifiable are his companies' accounts, filed with the registry. A company profit is not personal wealth: it stays in the company, gets reinvested there, or moves up to a holding company.
How much does YouTube earn him?
He put YouTube advertising at more than 500,000 euros a year in October 2024. That's substantial in absolute terms, and marginal against the 20 million in revenue at his main company. That is the whole point of his model: the channel isn't the revenue source, it's the acquisition channel.
Why is he called Thierry Vigneau?
It was his late father's name. He kept it as the public identity for his channel. His real name, Lucien Cupif, appears in his company filings.
Are the car competitions regulated?
The draw for the current competition is supervised by a judicial officer, who receives the list of entries and formalises the result in an official record. That's the usual arrangement for this kind of operation.
How many people work with him?
The direct ecosystem was estimated at more than forty employees in 2025, plus the sixty or so at Graphy Océane. You can't simply add the two together: he doesn't own all the entities outright, and he has business partners.
What's worth watching right now?
The takeover of N'GO Shoes, a Nantes trainer brand placed in administration in late 2025 and taken over in June 2026 through Graphy Océane. It's the first time he has turned round an existing brand rather than creating one, with production and marketing already inside the group.
Build your own audience
A niche, an audience, then revenue you turn into assets: the principle behind these profiles is set out step by step in the member area.