Long Run Labs

Andy Blow didn't set out to build a company. He set out to stop ending up in the medical tent. As a triathlete who kept collapsing in the heat, Andy discovered that electrolyte loss is deeply individual, got a sweat test, changed his nutrition, and realized that what he needed didn't exist for other athletes either. Fifteen years later, Precision Fuel and Hydration is one of the most trusted names in endurance sports nutrition, working with elite athletes from Rachel Entriken to Caleb Olson to the Ironman World Championships.

Andy joins Long Run Labs to talk about the science, the business, and everything in between, including what it actually took to survive long enough to build something real.

Jon and Andy chat about:

• why Andy kept ending up in the medical tent and what it taught him about individual fueling
• how Precision Fuel and Hydration started as a sweat test, not a product
• why separating fuel from hydration is the foundation of their entire system
• the three levers every endurance athlete needs to understand: carbs, fluid, sodium
• what amateur athletes consistently get wrong about race nutrition
• the Tim Noakes debate and how to think about high carb fueling
• Rachel Entriken, Cocodona, and what longitudinal field data actually shows
• why the business nearly died more than once and what kept it going
• how their Ironman partnership started with a confrontation with Ironman's legal team
• building athlete rosters around authenticity, not follower counts
• the F1 years and what endurance sports can learn from motorsport
• the future of trail race broadcasting and live data
• why Andy stepped out of the CEO role in January and what that transition looked like
• what he believes now that he would have laughed at in 2011

Stay connected:

Precision Fuel & Hydration - Dial your fueling in this year. Use code “LONGRUN26” for 15% off your first order at www.precisionhydration.com.

Andy on LinkedIn: https://www.linkedin.com/in/andy-blow-47b90133/?originalSubdomain=uk

This episode is supported by:

Eternal: If you've ever wished your labs, your wearable, and your training data all lived in one place and actually told you what to do with it, Eternal is it. The new version of the app gives you real guidance, not just another dashboard, and turns your health data into an actual podcast episode about your numbers. The core experience is free, and if you train at altitude, the $39 energy panel covering ferritin and B12 is a no-brainer. Download Eternal and connect your data at Eternal Health in the app store.

Des Linden has spent two decades figuring out how to build a career that outlasts the finish line. The 2018 Boston Marathon champion joins Long Run Labs to talk about the business of being an endurance athlete, what loyalty actually looks like in a long-term brand partnership, and why non-endemic deals are some of the most underrated opportunities in the sport.

The conversation covers the real mechanics of how Des thinks about partnerships, content, and the transition from road to trail, plus an honest look at what it takes to stay relevant and build something lasting when the competitive chapter starts to wind down.

Jon and Des chat about:

• how Des started seeing the business side of running as early as 2011
• what 20-plus years of loyalty with Brooks actually looks like in practice
• the difference between endemic and non-endemic brand deals and why the slow burn pays off

• why host-read, unscripted ad reads outperform scripted ones
• the digital twin of Des's heart and what TCS built with it
• CPMs, pilot deals, and how to let the math make the case for you
• YouTube as a long-form storytelling tool, not a vlog machine
• the trail running boom and why Des is entering that space carefully
• gravel running as an untapped middle ground for brands and audiences
• financial literacy as one of the most overlooked gaps in professional running
• angel investing, equity deals, and when skin in the game changes how you show up
• why Yeti Coolers is the dream partnership Des hasn't pitched yet

This episode is supported by:

Doug Waters didn’t set out to build another outdoor apparel company. He set out to solve a problem he kept running into himself.

Doug is the founder of Terlingua Threads, a hot-weather adventure apparel company focused entirely on performance in extreme heat. After careers in consulting and the automotive industry, Doug found himself questioning why so much outdoor gear was still designed around cold weather while races, hikes, and outdoor adventures continued getting hotter.

Jon and Doug talk about what it actually looks like to launch a product-first brand from scratch, why climate adaptation is becoming unavoidable in outdoor sports, and the realities of bootstrapping a physical product business in 2026.

Jon chats with Doug about:
• visiting all 63 U.S. national parks
• how Big Bend National Park sparked the idea for Terlingua Threads
• why most outdoor apparel still prioritizes cold weather
• designing apparel specifically for 90°+ conditions
• balancing performance, safety, and sustainability
• building a brand around natural fibers instead of synthetics
• bootstrapping vs. raising outside capital
• why retaining creative control matters
• product-led growth and learning from elite endurance athletes
• using craftsmanship and storytelling instead of AI-generated marketing
• the future of small business and independent brands

This episode is supported by:

Christian Rawles didn’t just build a brand in the outdoor industry, he spent nearly two decades learning what it actually takes to run one, eventually buying and leading the business himself.

Christian is now an executive coach working with entrepreneurs who want to build businesses that align with their values, not just scale for the sake of growth. His work focuses on clarity, self-awareness, and helping founders close the gap between where they are and where they want to be.

Jon and Christian explore what it really looks like to build a career intentionally, and why so many entrepreneurs stay stuck even when they’re doing everything “right.”

Jon chats with Christian about:
• starting at the bottom and learning how a business actually works
• working for free or cheap to create career inflection points
• why working in the outdoor industry isn’t always what people expect
• how he transitioned from founder to executive coach
• the difference between being stuck and being unclear
• the “gap vs. gain” framework and why it changes everything
• fear of success vs. fear of failure
• defining success beyond money and metrics
• the role of presence, gratitude, and self-awareness
• why entrepreneurs need new definitions of success

Stay connected:

Christian's Website: https://www.christianrawles.com/

This episode is supported by:

Nick Dibos didn’t set out to build a scalable apparel company. He set out to build something that actually means something to the people around him.

Nick is the founder of Greenville Uptempo Sports, a running apparel brand rooted in community, culture, and storytelling. After careers in pharmacy and real estate, he shifted into building a brand that reflects the heartbeat of the Greenville running scene.

Jon and Nick talk about what it looks like to grow a business from the inside out, starting with people, experience, and local identity rather than scale.

Jon chats with Nick about:
• growing up in Eugene and how it shaped his view of running culture
• why Greenville’s amateur running scene feels different
• building a brand from local community, not top-down strategy
• the role of storytelling in creating connection
• why some of the most impactful brand decisions don’t scale
• handwritten notes, experience, and attention to detail
• the tension between growth and staying true to the brand
• how product becomes a vehicle for something deeper

This episode is supported by:

Seth LaReau didn’t set out to build a media brand. He set out to create something he wished existed.

Seth is the writer behind Trailwaves, a newsletter exploring the business, economics, and culture of trail and ultra running. With a background in finance and accounting, he brings a different lens to the sport, one that blends data, curiosity, and lived experience in the trail running community.

Jon and Seth talk about what it actually looks like to build something from the ground up while working a full-time job, and how to think about audience, value, and monetization without losing trust.

Jon chats with Seth about:
• using a finance background to analyze the trail running industry
• building Trailwaves and finding the intersection of passion and expertise
• imposter syndrome and why it often signals growth
• creating content through curiosity instead of authority
• the evolving media ecosystem in trail running
• how to think about monetization without compromising authenticity
• brand partnerships, affiliates, and delivering real value to an audience
• investing in the outdoor industry and where the opportunity exists
• building a business slowly and intentionally over time

Stay connected:

Follow Seth on Instagram: https://www.instagram.com/seth_lareau/

Follow Trailwaves on Instagram: https://www.instagram.com/trailwavesrun/

Erin Cooper built her career in the running industry by saying yes, learning on the ground, and working her way from run specialty to leading brand marketing at one of the most influential global brands in sport.

Erin Cooper is a Brand Marketing leader at Salomon, where she works across performance and sportstyle to shape how the brand shows up in North America. Her path into the industry started in run specialty, followed by years in the field as a technical rep and mobile marketing coordinator, before transitioning into brand and partnership strategy. Today, she works at the intersection of athletes, creators, community, and global campaigns.

Jon and Erin talk about what actually drives brand growth in running and outdoor, and how partnerships, community, and storytelling come together.

Jon chats with Erin about:
• why most brand partnerships fail before they even start
• how to define success and “what a win looks like”
• the role of run specialty in building a career in the industry
• brand marketing vs. performance marketing in a global company
• how digital and in-person experiences work together
• athlete vs. influencer vs. creator and where each fits
• why authenticity is still the most important filter
• building long-term partnerships instead of short-term wins

This episode is supported by:

Hannah Sedgwick Shin has built her career at the intersection of running and brand. From her early days in public relations to shaping marketing at Goodr and now leading sports marketing initiatives at ASICS, her work sits inside the evolving world of how brands show up in sport.

Hannah Sedgwick Shin is a sports marketer at ASICS, focused on athlete and creator partnerships, brand strategy, and community-driven marketing. She previously spent over five years at Goodr, where she helped scale the brand through partnerships, content, and a distinctly non-traditional approach to marketing in the running space. She also describes herself as a “professionally amateur” marathoner, bringing a personal lens to the work she does.

Jon chats with Hannah about:
• brand marketing vs. performance marketing and why both matter
• how Goodr approached partnerships without over-indexing on conversion metrics
• authenticity as the foundation for athlete and creator collaborations
• the rise of athlete-as-creator and how expectations are shifting
• building community through in-person events and run clubs
• what brands are thinking about heading into LA 2028
• how to stand out in an increasingly crowded running and outdoor market

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Kyle Siegel transformed a moment of peak frustration on Mount Rainier into the foundation story of Raide: a ski and running equipment company driven by an obsession to enable "the freedom and flow of human powered movement."

Kyle Siegel is the CEO/founder of Raide. Founded in 2023 in Carbondale, CO Raide's mission is to elevate the freedom of human powered movement. Raide equipment and apparel that combines function, performance and style for athletes to chase big objectives, audacious goals & seeking the uncomfortable.

Jon chats with Kyle about:

• Raide’s mission to enable freedom and flow of human movement

• product focus around ski touring packs and running belts/gear

• the product-led company strategy & athlete partnerships

• fundraising approach & investors 

• brand-focused marketing vs. performance marketing

Stay Connected:

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What happens when a successful entrepreneur sells his lighting company, attempts to qualify for Olympic trials, and then decides to revolutionize the insole industry using iPhone technology?

Cole Zucker is an entrepreneur with a running addiction. Cole's most recent business is Kila Run. They make the lightest custom insole in the world, which is used by podium winners such as Tom Evans. 

Jon chats with Cole about:

• entrepreneurship and business-building philosophy

• running journey and athletic background

• the Kila custom insoles startup 

• investment philosophy and capital strategy

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When immigrant parents chase opportunity across continents, their children often become bridges between worlds. Sid Baptista discovered that running could be the vehicle to bring transformative experiences back to the communities that shaped him. 

Sidney Baptista is the Founder of PYNRS Performance Streetwear, a Boston-based running brand rooted in culture, community, and performance. Inspired by the legacy of Black pioneers in distance running, Sid created PYNRS to amplify, celebrate, and expand who gets to belong in the sport. Through product, storytelling, and community-driven experiences, he is redefining what running culture looks and feels like.

Jon chats with Sid about:

• building community through inclusive running experiences

• creating performance apparel for underserved athletic bodies

• innovative product design addressing real runner needs

• strategic brand partnerships driving market validation

• entrepreneurial hustle and creative problem-solving approaches

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From marathon champion to business leader, Gelindo Bordin transformed his Olympic gold medal triumph into executive expertise, now directing innovation at Italian running brand Diadora while bridging the gap between elite performance and everyday runners.

Gelindo Bordin is the Marketing Director at Diadora, where he leads the company’s marketing strategies with a deep passion for both sports and brand development. A former Olympic gold medalist, Bordin made history as the first Italian to win the Olympic Marathon. He began his career as a mountain cross-country runner before transitioning to longer distances, debuting in the marathon in 1984 and later winning the Milan Marathon. Over the course of his illustrious career, Bordin earned an Olympic gold medal, two European titles, a bronze medal at the World Championships, and an Italian half-marathon title. He is, still, the only male to win both the Boston Marathon and an Olympic gold medal in the marathon. He won the Boston Marathon in 1990 and describes the victory as his "second greatest run, after winning the Olympics”. Retiring in 1993 after competing in 18 marathons, he now brings his wealth of experience and passion for sports to his role at Diadora, where he drives the brand’s visibility and engagement in the global market.

Jon chats with Gelindo about:

• his Olympic Marathon champion career

• product development technology innovation 

• athlete sponsorship evolution 

• running injury prevention focus 

• how to maintain brand consistency

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From selling braided iPhone chargers on Instagram to building an outdoor dog gear empire - Rachel Friedline's wild journey started with a red iPhone cord and a weekend ski house.

Rachel Friedline is the co-founder of Wilderdog, an outdoor dog gear company built for dogs and their humans. With a focus on durability, thoughtful design, and community, she has helped grow the brand from the ground up into a trusted name in the outdoor space. Rachel is passionate about building products that inspire people to get outdoors with their dogs.

Jon chats with Rachel about:

• early social media marketing through customer photo reposts

• her origin story going from an iPhone cord business to Wilderdog 

• Wilderdog’s company philosophy inspiring outdoor adventures with dogs

• bootstrap growth maintaining complete business control

• the purchase for Pup program donating $500k+ to shelters

Jason Kuperberg’s Episode:

Jason Wiener has spent over 25 years navigating the intersection of sports and technology, transforming from an adventure sports agency owner who represented major brands like PowerBar and Specialized to a data-driven athlete development pioneer who's using physics modeling and digital twin simulation to help young cyclists reach elite status.

Now focused on building a highly technical program for junior mountain bike athletes in the United States, Wiener applies the same precision he once used consulting with IndyCar teams to break down race courses with 30-second accuracy, creating targeted training regimens that helped his daughter place fourth at national championships in her first year. With eyes set on the 2028 LA Olympics, he's leveraging his unique blend of motorsports analytics, Silicon Valley tech experience, and quantified self expertise to identify and develop the next generation of American cycling talent.

Jon chats with Jason about:

• the athlete development pathway from junior to elite cycling

• data-driven course simulation and performance modeling

• podcast network advertising and brand partnerships

• Olympic medal targeting for LA 2028

• trail running market trends and brand positioning

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The most successful trail sponsorships happen when brands stop asking 'what can this athlete do for us?' and start asking 'what can we build together that neither could create alone?

Born in Bennington, Vermont and growing up on the Long Trail, Alyssa Clark is a professional trail runner, coach, podcast host, and partnerships manager. Her greatest passion is mountain running and she is working to become the best 100 mile runner both racing and for long distance trail and multi-sport adventures as she can be. Alyssa currently resides in San Diego, CA with her husband and two cats. 

Jon chats with Alyssa about:

• company culture and employee engagement through storytelling

• sponsorship evolution and contract growth in trail running

• building community through hospitality and personal connections

• professional athlete development and brand partnerships

• product testing and athlete involvement in development

Stay Connected:

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From selling $30 shots that tasted 'completely crazy' to building a nine-figure business now sold nationwide in Target, Michael Brandt proved that scaling isn't about perfection—it's about refusing to stay in the ivory tower and dancing with your customers through every messy iteration.

Michael Brandt is co-Founder & CEO of Ketone-IQ, building what's next in human nutrition. Prior to Ketone-IQ, he was an adjunct professor of brand strategy at Academy of Art in SF, product manager at YouTube, and studied engineering & design at Stanford. He’s also a competitive marathoner and currently lives in LA.

Jon chats with Michael about:

• Persistence until success mindset

• Building/Scaling Ketone-IQ

• Marathon running and competitive goals

• Going deep vs dabbling philosophy

• Early product development and sales

Check out Ketone-IQ:

Would you trade 20 years at Coca-Cola and Amazon for the chance to democratize high-performance running gear?

Meet Julien Vancauwenberghe, the Chief Marketing Officer behind KIPRUN, the most anticipated running brand launching in the USA this year. Julien didn't take the traditional path to the starting line. Driven by challenges and a desire to make an impact, he honed his skills at fast-moving organizations like Amazon and Coca-Cola before bringing his unique European-US perspective to Decathlon: the third largest sporting goods company in the world. Julien joins us to discuss his personal journey, what he learned across three different industries, and how KIPRUN plans to debut in the USA.

Jon chats with Julien about:

• Julien's background as a French-American CMO with 25 years of experience

• KIPRUN’s brand strategy: Decathlon's running brand targeting expert runners

• US market entry: April 2026 launch through wholesale partners

• Brand vs performance marketing: Focus on community trust over ads

• Athlete partnerships: Co-creation with 40 athletes, journey over results

Stay connected:

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Being an entrepreneur and building a business is like being an athlete - you have no idea what's going to come out the other side, but you put everything you can into it and hope for the best.

As a Venezuelan trail runner raised in the Chilean Patagonia, Moises runs professionally with The North Face and co-founded Vert.run to help make quality coaching more accessible for trail and ultra runners at every level. He’s currently based in Boulder, Colorado. 

Jon chats with Moises about:

• entrepreneurship challenges and resilience in business

• his running journey from Venezuela to competitive trail racing

• Boulder Boys podcast creation with friends 

• Vert Run coaching app development and evolution

• sponsorship relationships and brand partnership strategies

Stay connected:

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From tech hardware professional to trail running community steward - Vivek Gowri is rewriting what it means to own a running store. After a decade in the Bay Area running scene and two decades in tech hardware, Vivek is taking over San Francisco Running Company in 2026, not just as a business venture, but as a mission to carry forward a 15-year legacy of trail running culture and community building.

Vivek Gowri is a Product Manager at NVIDIA, where he leads initiatives in gaming and AI hardware. When he’s not shaping the future of tech, he’s out on the trails as a dedicated runner and advocate for diversity in the outdoor space. He brings a thoughtful perspective to the intersection of technology, endurance sports, and inclusion — bridging innovation with impact on and off the trail.

Jon chats with Vivek about:

• running community building in Bay Area through SFRC

• store ownership transition and legacy stewardship responsibilities

• modernizing retail through technology and e-commerce expansion

• angel investing in running/outdoor innovation companies

• international brand influence on US trail running market

Stay connected:

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What if there was a framework you could follow as a content creator that would allow you to work with brands most effectively?

Demitra Carter holds a Master of Science in Education in Sport Management and a Bachelor of Business Administration in Marketing. She is a relationship-driven sports content creator, host, and former Division I track and field athlete who is passionate about sports, women, and culture.

Demitra made history as the youngest certified World Athletics Agent and brings a unique, global perspective to the sports industry through her experience working at ON as a Global Social Media Manager, where she helped shape brand storytelling at an international level.

Currently signed to RH7 as a freelancer and influencer, Demitra serves as the Director of Influence at Popfly. She thrives in roles that sit at the intersection of sports, talent, media, and marketing, and is deeply committed to inspiring and connecting with others through authentic, impactful storytelling.

Jon chats with Demitra about:

• brand authenticity and values alignment

• content creation across multiple platforms

• running community and individual sport dynamics

• local dealership and non-endemic partnerships

• LA 2028 marketing opportunities for athletes

Stay connected:

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From first-time finisher to changing lives: hear about how Angie Lake is breaking down barriers in trail running, one story at a time.

Angie Lake is co-director of Wild Woman Trail Runs and community manager of The Cairn Project, a nonprofit closing the gender gap in outdoor sports.

As a storytelling consultant, menstrual health educator, and outdoor podcast host, Angie holds conversations around Blood, Sweat, and Fear to build happier and healthier communities for women.

Jon chats with Angie about:

• Angie's evolution as an athlete and entrepreneur

• Wild Woman Trail Runs race direction

• brand partnerships and community building

• women's health and running science

• the 50K Sisterhood Scholarship Program

  
  

Stay connected:

Angie's website:

From being bullied as a kid to becoming a national triathlon champion to building the world's first reusable sweat sensor… Stefan van der Fluit’s journey proves that our greatest challenges often become our greatest innovations.

Stefan is a 4x founder; ex-Meta; ex-PolyAI; Entrepreneur First 2020; University of Cambridge 2017 graduate; and is racing bikes for Wolfox CAMS LeCol. He’s now building FLOWBIO → Deleting dehydration from the human experience. We are building the hydration AI installed in every health& fitness wearable. Bringing hydration metrics like water and electrolyte losses to Oura, WHOOP, Apple Watch, Samsung Wear, FitBit without any hardware redesign.

Jon chats with Stefan about:

• conscious capitalism: doing business from good and long-term thinking

• building FLOWBIO: world's first reusable sweat sensor technology

• his Triathlon journey: connecting with father and overcoming childhood bullying

• hydration science: balance of water to sodium, not just intake

• angel investor network: athletic brewing, Aura connections through referrals 

• startup challenges: three near-death experiences, sold out for quarters

Stay connected:

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From pushing 2:46 marathon times to pushing the boundaries of AI, Jason Kuperberg discovered that the secret to both isn't about scale—it's about building exactly what you want to use yourself.

Jason Kuperberg is a tech entrepreneur, marathoner, and the creator behind ‘Roast My Strava’ — the viral website bringing AI to your runs and rides. He is the co-founder of HyperWrite, an AI writing and research platform used by millions, and was named to the Forbes 30 Under 30 list for Consumer Technology. Jason combines his background in AI and tech startups with lifelong experience in endurance sports to explore how endurance entrepreneurs and outdoor brands can operate, innovate, and experiment using AI today.

Jon chats with Jason about:

• how Jason achieved a marathon PR of 2:46

• introduction to generative AI and large language models (LLMs)

• the “Roast My Strava” origin story

• three-phase approach for implementing AI

• prompting and AI Interaction best practices

• angel investing philosophies 

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A 67-year-old man gets bit by a snake in his backyard, nearly loses his leg at a trauma center, and his grateful donation to Stanford ends up funding a wilderness medicine app that's now saving lives across the country.

Today, we're talking with Camilo Barcenas about how he's translating 20 years of healthcare technology experience into keeping people safe in the great outdoors. Camilo is a technology entrepreneur who has worked on developing healthcare technology for nurses and doctors.

Currently, Camilo is the Founder and CEO of GOES, a company that "translates environmental risk to real-time medically guided action.” The platform provides offline medical protocols and environmental risk assessments for outdoor activities, addressing risks like extreme heat, cold, air quality, wildlife, and disease-carrying insects. The company recently pivoted from a direct-to-consumer model to focus on B2B applications, particularly in industrial safety and public safety sectors.

Jon chats with Camilo about:

• his 20 year professional background developing Dabo Health and partnering with the Mayo Clinic

• five years working on Stanford's new $2 billion hospital technology implementation

• the missions of GOES: translating environmental risk to real-time medically guided action

• discovering two key gaps in the product development process

• the transition from consumer (B2C) to business (B2B) model

• AI Integration, marketing & investments

Stay connected:

Camilo on LinkedIn:

From personal training certification to pacing athletes to PR breakthroughs, Erin Bailey turned her passion for empowering others into a thriving brand partnership agency.

Erin Bailey is a founder and advocate who bridges the worlds of athletics and brand marketing through her company, Momentum Management. She has worked at several fitness and tech companies, including a role at ASICS where she helped develop digital products like RunKeeper's coaching platform and launched The Six Studio for strength training.

Jon chats with Erin about:

• founding Momentum Management and its mission

• brand marketing as storytelling and community connection

• the benefits of working with an agency model

• brand trips & experiential marketing

• ethics & integrity in partnerships

• endemic vs non-endemic brands

Stay connected:

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Most leaders think their job is to have all the answers, but Kevin Rutherford built a quarter-billion dollar exit by becoming the “expert of nothing and knower of all.”

Kevin Rutherford is a business executive who has served as CEO for multiple companies including Nuun Hydration, Mrs. Meyer's Clean Day, and Kashi, bringing a leadership philosophy centered on serving others and building strong team cultures. He's known for his people-first approach to leadership, demonstrating his commitment to serving his teams. Throughout his career, he has specialized in turning around struggling businesses and scaling companies through purpose-driven leadership.

Jon chats with Kevin about:

• his career progression through major companies including Loblaws, SC Johnson, Kashi, Mrs. Meyer’s Clean Day, and Nuun Hydration

• the role of a CEO and how to be a productive leader

• confidence versus competence dynamics

• remote vs In-Person Work

• the process and timeline of fundraising

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If you have the luxury of getting an athlete manager to speak to you or respond to an email, I would not hang up that phone until you ask them, “what are the races that your company is focused on for this next year?”

Kelly Newlon is an agent + manager in the ultra endurance sports space and a professional chef focused on feeding elite endurance athletes.

Jon chats with Kelly about:

• the three key components brands evaluate when considering a partnership

• contract negotiations and bonus structures for race performances

• the growing importance of YouTube for athlete visibility

• increased athlete salaries and equity positions 

• why single breakout performances aren't enough for sponsorship

Stay connected:

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Meet the ultra runner who turned grit into a sauna empire by selling one product really, really well.

Pete is the Founder of SISU, a sauna and wellness product company, built with connection and grit at the forefront. He is also the Founder of Hell on Hogsback, a 12 hour endurance race in the Cleveland Metroparks, all benefitting cancer patients in need, held this year on Saturday, August 23, 2025. Pete, his wife, and children, live in Northeast Ohio where SISU products are manufactured.

Jon chats with Pete about:

• his journey starting ultramarathons at 17 with his father

• the founding of Sisu Sauna

• the sauna industry’s growth and market opportunity

• product line expansion strategy

• bootstrap financing and inventory management

Stay connected:

Check out SISU with this special link and save $250 off your sauna purchase:

Trade shows are an important part of growing the running industry, but how do you actually get the most out of them as a host or attendee?

Christina Henderson is the Event Director for The Running Event and Switchback. She is passionate about bringing people together and the life changing abilities of running and movement.

Jon chats with Christina about:

• her journey from behind-the-scenes to leadership role

• strategies for hosting and attending engaging events

• the components of her trade shows (360 brands, 100,000+ sq ft floor space)

• the convergence of performance and lifestyle brands

• support systems for challenger vs. established brands

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From Strava layoffs to building the Airbnb of endurance events - here’s how one engineer turned personal frustration into a platform that's revolutionizing race registration and athlete experience.

Zack Isaacs is CEO and Founder at Movemint, a startup for endurance events. Before Movemint, Zack was an early employee at Strava, where he contributed to the API, Routes, and Messaging. You'll find Zack at group rides in his home town of Oakland, CA.

Jon chats with Zack about:

• early experience working 9 years at Strava

• the founding and development of Movemint 

• a Performance-based fees revenue model

• finding success with fundraising 

• leadership & company culture

Stay connected:

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What happens when you refuse to sell out your community for a few extra percentage points?

Lloyd is the Co-Founder and CEO of Garage Grown Gear. An avid backpacker and paddler, Lloyd first entered into the outdoor industry through trip-leading and outdoor education. Based in Minneapolis MN, Lloyd is a huge fan of small brands, light packs, and large meals.

Jon chats with Lloyd about:

• his journey founding and building Garage Grown Gear

• the niche focus of ultralight backpacking

• the importance of supporting small brands

• the difference between email/affiliate/influencer marketing

• adaptation challenges for established companies

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From $4,000 annual sponsorships to multi-faceted brand partnerships—Anton Krupicka and La Sportiva's Kelsey Quinn reveal how ultra running's explosive growth transformed athlete sponsorship from performance-only deals to authentic storytelling collaborations.

Anton Krupicka is a 30-year veteran of running with podiums at major ultramarathons around the world. For the past 15 years he has combined his passion for running with climbing, adventure cycling and ski touring. He lives in Boulder, CO.

Kelsey is the Sports Marketing Manager at La Sportiva, where she works closely with athletes and partners to shape how the brand shows up in the community. She's passionate about the outdoors and building authentic connections between athletes, brands, and the people who love the sport.

Jon chats with Anton and Kelsey about:

• How ultra running has evolved over the past 10-15 years

• Maintaining sport integrity while enabling commercialization

• Bringing project ideas and engagement to brands

• Advice for athletes seeking sponsorships

  
  

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What does it take to be more than “just a product” in the outdoor industry?

Living the business and culture of running, Ross Rutherford is an ultramarathoner and led sports retail and partnerships at Cheribundi and probiotic juice brand GoodBelly.  Ross was with Cheribundi for over 5 years and launched the brand into the running space in 2022 as more and more runners were looking for all-natural recovery solutions to help get them through their training and be less sore so they could continue to do what they loved at the highest level possible. 

Jon chats with Ross about:

• Experience running 4 ultras, 2 marathons, HYROX competitions

• The business development of Cheribundi

• Having a community-driven marketing strategy

• Cheribundi in retail, sponsorships, and professional sports

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What parallels can be drawn between training for/ finishing a race and building/selling a business?

Salomon Aiach is a 37-year-old venture capitalist and entrepreneur who currently runs his own venture capital firm, focusing on sourcing deals, managing a portfolio of 22 companies, and helping entrepreneurs build resilient businesses.

He has a unique international background being born in the US and raised in Paris from ages 2-18. He later lived in Israel before returning to Boston for college at Boston University. Salomon discovered running in 2022 as a way to connect with business partners at German VC firm Early Bird. What began as a networking strategy quickly evolved into a life-changing passion. Despite starting as a complete beginner who couldn't run 10K, he completed the New York City Marathon just months later, eventually achieving a sub-4-hour time of 3:59. His running experience has fundamentally shaped his approach to venture capital. He now looks for entrepreneurs who demonstrate the same resilience and commitment he learned through marathon training - those who can push through when things get difficult and maintain focus on both the journey and the destination.

Jon chats with Salomon about:

• Living in different countries (Israel, America, France, Greece)

• The role venture capital plays in running businesses 

• Marathon goal-setting and mindset shifts

• Four key market components of the running industry

• Finding your "why" in running and business

  
  

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Everything is sales - and in today's job market, the person who gets hired isn't necessarily the best candidate, but the one who's best at marketing themselves.

Arielle Knutson is the CEO of Oiselle, a women’s running apparel brand where she leads with a focus on brand strategy, community, and culture. She brings two decades of experience building mission-driven brands, including her leadership at Nuun Hydration, where she helped scale one of the most recognized names in endurance sport. A lifelong athlete and 9-time IRONMAN finisher, Arielle has also completed 8 marathons, and 4 ultramarathons. Her leadership reflects the same discipline and drive she brings to sport, building teams and brands with resilience and staying power.

Jon chats with Arielle about:

• the strategy behind achieving a 3x return on ad spend

• the fundamentals of effective storytelling

• the trend of large brands strategically investing in women's sports
• the evolution of what defines a media company

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Every runner has an underdog story. Here’s how telling those stories resonates with other amateur runners and grew the Rambling Runner podcast to one million downloads.

Matt Chittim is a podcaster in the running space and running coach. He is a founder and host of the Rambling Runner Podcast and the co-host of Relay and Road to the Trials. 

Jon chats with Matt about:

• Using podcasting as a "laboratory" for learning social media marketing

• Monetization Strategies and sponsorship deals

• Creating Personality-driven content that entertains and informs

• Community building through consistent content and engagement

  
  

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Athletes are spending $5K on cold plunges but $20 on pillows without realizing the role that sleep plays in performance.

Ryan is the founder of the sleep & fitness business, Lagoon. The company's mission is to help people optimize their sleep and perform their best every day - which we do by matching people with the Lagoon pillow that's perfect for their unique needs and preferences , and providing additional sleep products designed for optimal recovery.  Prior to founding Lagoon, Ryan worked at NBC Sports for 10 years, and was a DI swimmer at the University of Virginia and a 2x US Olympic Trials finalist.  Today Ryan is an endurance sports enthusiast, having completed an Ironman, 4x marathons, 3x ultras, and is training for his first 100 miler this fall.  

Jon chats with Ryan about:

• Lagoon's Founding Story and Mission

• Marketing Methods and Business Metrics

• Brand Building (Brand vs. Product)

• Sleep Optimization and the Connection to Performance

• The Current Landscape of Startups and Why It’s the Time to Start

  
  

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Starting and building a race isn’t easy, but Stu McConnachie’s passion and community-focused business strategy have led UTCT to what it is today.

Stuart McConnachie is a prominent figure in South Africa's trail running community, best known as the Race Director of the RMB Ultra-Trail Cape Town (UTCT), one of Africa’s most prestigious trail running events. Since its inception in 2014, McConnachie has played a pivotal role in developing UTCT into a globally recognized race that attracts elite runners from over 50 countries. Founder of the most prominent trail community in Cape Town, Tuesday Trails, Stuart is a runner and passionate advocate for the community and the trail environment of Cape Town and surrounds. 

Jon chats with Stu about:

• How Stu Discovered that Race Directing is his Calling

• Developing UTCT & Building a Strong Community
• Finding Sponsorships & Implementing an Effective Business Model
• The Philosophy & Values that Anchor UTCT

• How UTCT Compares to Other International Races

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Sydney Tremaine turned her love of exploration into a career building relationships with trail running legends - but it all started with one family vacation run she'll never forget.

A love for being outside and exploring have always been present in Sydney’s life. Sydney grew up camping and when it came time to sign up for sports, she chose cross country and has not regretted the decision. Running has led her to some incredible places including her job at GARMIN. Outside of the sport you can find her still camping, hanging with friends and her dog, or listening to loud music.

Jon chats with Sydney about:

• Sydney’s Career at Garmin

• The Athlete Sponsorship Program Evolution
• Brand Marketing Strategy Inspiration
• How to Manage Partnerships
• Staying Updated with Industry Trends

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@syd_tremaine

This episode is supported by:

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Think about it… we know more about our fantasy football leagues and cars than our own health. Something needs to be done about that.

Alex is the Founder and CEO of Eternal. Before founding Eternal, Alex was the founder and CEO of The Athletic, a subscription sports media company founded in 2016. The Athletic reached 1M paid subscribers faster than any publishing company in history and sold to The New York Times in 2022 for $550M. Prior to The Athletic, Alex ran Product & Design for Strava, helping the platform go from 800 users to 10s of millions. Originally from Philadelphia, Alex lives in Presidio Heights with his wife, two kids, and golden retriever. 

Jon chats with Alex about:

• Alex's Journey as a Runner and Endurance Athlete

• Building Strava's Growth and Community

• The Athletic's Creation and Success Story

• Founding Eternal and Its Mission

• Leadership Philosophy and Team Building

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Do you think “company culture” is irrelevant? It’s actually essential.

Troy Meadows is a Culture Creator with a running problem. He helps founders, and athletes articulate their "WHY" in order to find clarity in how they build their businesses and personal brands. 

Jon chats with Troy about:

• Asheville's Outdoor Scene & Hurricane Recovery

• From 50Ks to 100 Milers

• Business and Endurance Parallels

• The Importance of 'Why' in Business and Relationships

• The Midpacker Podcast & Finding Your Niche

• Strategies for Securing Sponsorships

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Climate change can be scary and confusing, so what actions can we take that actually make a difference?

Erin Sprague is the CEO of Protect our Winters (POW), where she helps outdoor enthusiasts protect the places and experiences they love from climate change. Previously, Erin built world-class brands in the outdoor industry as the Chief Brand Officer at Aspen Skiing Company; VP of Marketing at Sir Richard Branson’s Virgin Sport; and Global Head of Women’s Brand and Product at Specialized Bicycles. Most recently, Erin has worked with leaders from Google and Nest to help build climate tech start-ups tackling food waste and heat pump adoption. Erin started her career in finance and public affairs at The Blackstone Group, and graduated from the Stanford Graduate School of Business and Harvard College.

Erin grew up in the Adirondack Mountains in upstate New York where she raced Nordic skiing, cross-country running, and hiked with her family most weekends. She previously Chaired the Board of Protect our Winters and started a non-profit called In the Running to support youth fitness initiatives while setting a World Record as the Youngest Woman to Run a Marathon on all Seven Continents. She lives in Boulder, Colorado with her husband and two daughters, who are already beating her up and down most mountains.

Jon chats with Erin about:

• Climate Advocacy and POW’s Mission

• Bipartisan Climate Efforts

• How to Get Involved in Climate Advocacy

• Public Lands and Legislation

• Marketing Solar and EVs

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@erin_sprague

Erin on LinkedIn:

Want to close more deals? Don’t pitch your idea in the first conversation.

Aaron Lutze is the co-host of Second Nature, a podcast about the business of the outdoor industry. He is also the founder and presenter on Super Rider, a YouTube channel that helps mountain bikers build control and confidence on two wheels.

Jon chats with Aaron about:

• Aaron's Journey into Mountain Biking

• Navigating Brand Partnerships

• The Origin of Second Nature

• Outdoor Brand Camp and Educational Courses

• The Importance of Genuine Partnerships

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Are you passionate about your work or just going through the motions?

Sports have always been a throughline for Drew Hartman, and running graduated from "the way to stay in shape for soccer" to a primary athletic focus, social community driver, and creative outlet. Drew made the leap of combining that passion and profession when he started as an early employee Tracksmith where he refined his perceptions around brand, content, community, events, and experience. In May of 2024, he transitioned to his current role to support Salomon's Sports and Community Marketing in North America.

Jon chats with Drew about:

• Going From Studying Law to the Outdoor Industry

• Experience Working at Tracksmith

• Seeking Creative Fulfillment

• Navigating Career Goals and Mentorship

• The Evolution of Influencer Marketing

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Want to support a brand? Then request that your local retailer carry their product!

As athletes and adventurers, Adam Saks and Ben Parens know the importance of simplicity and high performance in their daily routines. After countless miles and too many products that fell short, they grew frustrated with the lack of effective, clean solutions for chafing. They believe self-care should empower, not compromise. That’s why Live Cushy™ was created: a brand focused on elevating the athlete’s experience with all-natural, non-toxic ingredients that actually work.

Jon chats with Adam and Ben about:

• Journey from College Athletes to Runners, to Entrepreneurs 

• The Inspiration and Backstory of Live Cushy™

• Brand Marketing and Community Engagement

• Manufacturing, Organic Ingredients, and Quality Control

• Customer Feedback and Adaptation

• Balancing Growth and Sustainability

  
  

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We're talking growth of trail running with the Polettis, the founders of UTMB!

Jon sits down with Michel and Catherine Poletti, the founders of the UTMB race series. They share their journey of starting and growing UTMB, along with essential business insights for organizing races. You won’t want to miss the philosophy that has been the foundation of their success.

Jon chats with Michel and Catherine about:

• Early Challenges and Growth of UTMB

• Expansion and Sustainability

• The Global Trail Running Boom

• Partnership with Ironman

• Maintaining Control and Expanding Globally

• Balancing Business and Community Values

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Does reaching a broader audience help or hurt your business?

In 2013 Yuri discovered Unbound Gravel (formerly DK 200), arguably the most difficult gravel grinder in the country, and was bitten by the gravel bug. He won the 2015 edition, the hardest one in the event’s 10 year history, in an epic two up sprint. He was inducted into the Gravel Cycling Hall of Fame in 2023 and continues to travel the world seeking the path less traveled. When he’s not racing for Giant Bicycles or working his day job as Elite Athlete Manager for GU Energy Labs, Yuri spends as much time seeking the path less traveled with his wife, Vanessa, and their dog Angus. 

Jon chats with Yuri about:

• Yuri's journey with GU and the evolution of gravel riding

• inclusivity and purpose-driven work in sports

• GU’s commitment to diversity and inclusivity

• empowering athletes through authentic relationships

• the value of long-term partnerships

• effective pitching and collaboration with brands

  
  

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Are you saying “yes” too much?

Ross Mackay is the founder of Cadence, a performance supplement brand focused on endurance athletes. 

Jon chats with Ross about:

•Running and Athletic Journey - From marathons to HYROX competitions, and the lessons learned along the way.

•Entrepreneurial Origins - Early ventures that led to the creation of Cadence.

•Building Cadence - Challenges, strategies, hiring, and securing investment.

•Brand and Community - Strategic collaborations, partnerships, and authentic engagement.

•Life Balance and Focus - Managing business alongside life, and the importance of saying "no."

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Are you doing what it takes to stay relevant in the running industry?

Kara Goucher is an Olympian and broadcaster whose career has featured elite competitions, endorsements, and broadcasting. Her story will inspire you to excel in both the performance and business aspects of running.

Jon chats with Kara about:

• her running journey from childhood to the Olympics

• adapting and setting new goals in running

• the business side of running: endorsements and deals

• creating content and staying relevant in the running community

• challenges and successes in organizing running events

• understanding the audience for running broadcasts

• a different approach to broadcasting road marathons

• addressing gender disparities in race coverage

• the reality of sponsorships and athlete contracts

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