When Hoda Kotb left The Today Show in January, she framed her departure as a bold move to “try something new.” Fans and colleagues alike wished her well as she embarked on her next chapter, launching a wellness platform and app called Joy 101 and exploring new business ventures. But less than a year later, sources tell Star exclusively that the beloved journalist is desperate to return to her old role, and the reasons behind her attempted comeback are stirring industry whispers.

The 61-year-old television personality poured her energy into her wellness brand, promising tools, retreats, and resources for those seeking balance and happiness. However, industry insiders reveal that the app’s downloads remain stagnant, and her brand’s retreat weekends “aren’t selling.” As one veteran commentator told Star, “Hoda’s realizing she’s shouting into the dark. People just aren’t responding the way she hoped.” Despite her best intentions, the venture has not resonated with audiences the way her television career once did.

An NBC insider confirms that transitioning from a high-profile TV role to a personal venture is never simple. “In TV, once you leave, you’re quickly forgotten,” the source explained. While Hoda’s new book, Jump and Find Joy: Embracing Change in Every Season of Life, released on September 23, gives a glimpse into her mindset and her philosophy of embracing life’s changes, it also underscores what many perceive as a challenging reality: stepping away from the limelight doesn’t guarantee long-term attention.

Beyond the business side, Hoda is reportedly missing the camaraderie and structure of her Today family. “She’s smart and talented,” a former staffer told Star. “But the truth is, she also had an army, and that army works for NBC, not Hoda.” The reality is that the support system she once relied on is no longer solely hers, and rebuilding that network outside the structure of a major network proves difficult.

Unfortunately for Kotb, the show has carried on without her. Her recent guest appearances didn’t make a significant impact on ratings, according to insiders, signaling that her absence hasn’t hurt the program. More importantly, it appears that her former cohost Savannah Guthrie, 53, isn’t eager to welcome her back with open arms. “Savannah likes being the boss, and Hoda’s popularity always bothered her,” the NBC insider explained. Cohost Craig Melvin may not feel threatened, but Hoda, the source adds, “definitely does.”

The tension between Guthrie and Kotb is not a new story in the halls of NBC. Industry insiders have long speculated that the dynamic duo, while professional on-air, occasionally clashed behind the scenes. Hoda’s departure may have provided relief to some and a new sense of autonomy to Guthrie. Now, with Hoda reportedly eyeing a return, the delicate balance of personalities could face new tests.

Despite the challenges, Hoda seems determined to reclaim a place in the spotlight. Friends close to the journalist suggest that part of her motivation is rooted in nostalgia — she genuinely misses the daily rhythm of television and the energy of the Today team. But the combination of business setbacks, unmet expectations, and the complex network politics she left behind makes the path back far from straightforward.

As the debate over Hoda Kotb’s potential return swirls within NBC, one thing is clear: the story of her career transition and attempted comeback is as dramatic and compelling as any plotline she’s ever covered on-air. Whether she succeeds in returning to her former seat or discovers a new path, the journey will continue to captivate audiences and industry insiders alike.