Robin Thurston | MapMyRun, Connected Fitness, Outerverse, Future Of The Outdoor Media Industry

09/14/22 • 53 min

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Robin Thurston is the CEO of Outside, the largest media company in the outdoor industry by orders of magnitude. In this conversation, we discuss Robin's entrepreneurial background building MapMyRun into the largest running community in the world, the state of connected fitness, putting a price tag on running-related and other outdoor media, the "Outerverse", and how Robin thinks about preserving the authenticity of acquired brands like fastestknowntime.com.
Sponsors:

Rabbit - use code Singletrack20 at checkout on their website (https://www.runinrabbit.com/discount/SINGLETRACK20) to get 20% off your next order
HVMN - use code Singletrack20 at checkout on their website (https://hvmn.com/SINGLETRACK20) to get 20% off your next order

Links:

Timestamps:

(1:46) - connected fitness, MapMyRun origins, outdoor industry background
(10:36) - the state of connected fitness/running, progress made in this space
(15:24) - incorporating reward cycles into running/outdoor industry products
(18:04) - micro-transactions in running products and services
(20:39) - Outside shop
(22:37) - putting a price tag on running content, building utility into consumption
(28:04) - thoughts on if and when the majority of consumers will accept premium content models
(30:39) - whether the recent layoffs at Outside are a strike against these optimistic business models
(35:58) - whether and how to rally major industries players off the major tech media platforms
(38:32) - Outerverse conversation, screen time, alternatives within Web3
(43:23) - practical examples of the Outerverse in action
(47:23) - how to preserve the quality, authenticity, and trust of acquired brands like fastestknowntime.com
(50:36) - recruiting running and other outdoor creators to the platform
(52:35) - final calls to action
Additional Episodes You May Enjoy:

#58 - Buzz Burrell | Modern FKT Movement, FKT.com Sale To Outside Mag, Trail Running Business
#28 - Joe Vennare | Technology For Ultra Runners, Trail Running Media Companies, Business Advice
#20 - Zoe Rom | Trail Runner Magazine, Running Journalism, Diversity Talks
#7 - Mark Gainey | Co-Founder of Strava, Trail Running, Athlete Creators
#3 - Jimmy Daly | Social Media, Content Creation, Branding For Trail Runners

Support the show

Text us your thoughts about this episode or ideas for future episodes!

Rabbit - use code Singletrack20 at checkout on their website (https://www.runinrabbit.com/discount/SINGLETRACK20) to get 20% off your next order
HVMN - use code Singletrack20 at checkout on their website (https://hvmn.com/SINGLETRACK20) to get 20% off your next order

Links:

#58 - Buzz Burrell | Modern FKT Movement, FKT.com Sale To Outside Mag, Trail Running Business
#28 - Joe Vennare | Technology For Ultra Runners, Trail Running Media Companies, Business Advice
#20 - Zoe Rom | Trail Runner Magazine, Running Journalism, Diversity Talks
#7 - Mark Gainey | Co-Founder of Strava, Trail Running, Athlete Creators
#3 - Jimmy Daly | Social Media, Content Creation, Branding For Trail Runners

Support the show

Previous Episode

Des Linden | Sports Psychology, Running Commentary, Trail and Ultrarunning Interests

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Des Linden is a professional runner for Brooks Running. She joins the Singletrack Podcast to talk about a range of topics including her interests in sports psychology, her nascent career as a commentator for NBC in their running broadcasts, and perhaps most notably to this audience - her intentions to transition more significantly from road marathons to trail and ultra running as early as next year.
Discounts:

Rabbit - use code Singletrack20 at checkout on their website (https://www.runinrabbit.com/discount/SINGLETRACK20) to get 20% off your next order
HVMN - use code Singletrack20 at checkout on their website (https://hvmn.com/SINGLETRACK20) to get 20% off your next order

Timestamps:

(0:37) - running background, accolades
(2:01) - interests in sports psychology
(5:00) - how she thinks about and handles pressure
(7:31) - broadcasting, running commentary career
(17:38) - reflections on the current stage of her marathoning career
(19:28) - 50K world record, interests in ultras after that experience
(22:14) - how she thinks about career transitions
(24:39) - talks with sponsors about switching to/trying trails and ultras
(25:39) - memorable moments visiting Chamonix this year, spectating UTMB
(28:57) - strengths and weaknesses on trails
(30:49) - other trails and ultra races she's interested in
(31:50) - inspirations in our sport
(32:43) - whether she will go "all-in" on trail and ultra running
(34:08) - how her training and lifestyle would change switching to ultras
(35:21) - miscellaneous questions

Links:

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Next Episode

Jonathan Levitt | For The Long Run Podcast, State of Running Content, Athlete-Sponsorship Landscape

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Jonathan Levitt is the Host of the "For The Long Run" Podcast, a show that explores the why behind what keeps runners running long, strong, and motivated. In this conversation, we talk in-depth about the state of running podcasts, changes in the athlete-sponsor landscape, and how to build a career in the endurance world.
Sponsors:

Rabbit - use code Singletrack20 at checkout on their website (https://www.runinrabbit.com/discount/SINGLETRACK20) to get 20% off your next order
HVMN - use code Singletrack20 at checkout on their website (https://hvmn.com/SINGLETRACK20) to get 20% off your next order

Timestamps:

(5:17) - riffing on what's damaging to the craft of running podcasting
(12:58) - sponsorship dilemmas, incentives in running podcasting
(16:08) - considering how sponsors spread in the running world
(18:15) - Jon's background in the endurance sports world
(37:42) - the "burnt ends" philosophy of running content creation
(44:36) - how to serve your podcast audience
(49:11) - optimism and pessimism in the running podcast space
(54:19) - not overcomplicating running content creation
(59:47) - endemic versus non-endemic sponsors in running
(72:10) - the opportunities non-endemic sponsors provide to the running world
(78:16) - how athletes can identify and start non-endemic sponsor relationships
(85:33) - understanding and appreciating the sponsorship grind
(95:51) - importance of supporting running creators
(102:20) - investing more into performance, content creation, lifestyle
(111:43) - the changing athlete-sponsor relationship
(121:23) - examples of the changing athlete-sponsor relationship
(130:49) - next evolutions in the running media space
(134:00) - opportunities for next generation running content creators
(140:47) - what's next for Jon and For The Long Run Podcast

Links:

Additional Episodes You May Enjoy:

#130 - Robin Thurston | MapMyRun, Connected Fitness, Outerverse, Future Of The Outdoor Media Industry
#20 - Zoe Rom | Trail Runner Magazine, Running Journalism, Diversity Talks
#3 - Jimmy Daly | Social Media, Content Creation, Branding For Trail Runners

Support the show