Long Run Labs

Taylor Hoekstra, founder of Popfly, joins Jon to discuss the future of creator marketing and a massive untapped opportunity in the running and outdoor industries. Taylor explains why traditional influencer platforms are falling short, what brands get wrong about creator partnerships, and how Popfly is working to unlock billions in underutilized retail marketing dollars. They explore why authentic, long-term relationships outperform transactional sponsorships and how creators could play a much larger role in driving retail sales. They also discuss Taylor's experience building Popfly, mortgaging his house to fund the business, using AI to accelerate development, and his perspective on raising venture capital. Further Reading: Jon's A Guide to Raising Money as an Endurance Brand expands on the fundraising conversation with Taylor, exploring when founders should raise capital, how to find the right investors, and why the type of funding you accept can be just as important as the amount. Support our Sponsors:…

Raziq Rauf has spent more than 20 years working in journalism, from covering music to building his own running media platform, Running Sucks, and writing the book This Is Running. He joins Jon to unpack the increasingly blurry line between journalism, influencer marketing, and paid promotion in the running industry. They discuss what happens when brands fund the content we consume, how creators can maintain credibility while making a living, and why trust matters more than follower counts. Drawing on their experiences at UTMB and across the running industry, they explore the difference between telling stories and selling products, the responsibility that comes with having an audience, and what brands should consider when choosing who represents them. They also get into representation in trail running, Raziq's recent conversation with Kilian Jornet, and how media can contribute to meaningful change beyond selling the next pair of shoes. Stay Connected: Raziq on LinkedIn: https://www.linkedin.com/in/raziqrauf…

Joe Earley co-founded Tifosi Optics more than 20 years ago after spotting a gap in the market for high-quality eyewear at an accessible price. What started with 24 SKUs has grown into a brand carried by thousands of retailers around the world. Joe joins Jon to talk about bootstrapping Tifosi, building through relationships and customer feedback, and how the business has evolved from cycling specialty into running, direct-to-consumer, prescription eyewear, and beyond. They also go deep on how Tifosi is using AI to analyze data, automate time-consuming work, understand its customers, and make a small team dramatically more efficient. They also dig into sustainable growth, why bigger isn’t always better, and what more than two decades of building a business has taught Joe about success. Support our sponsors: Halo: Racing is easy. Getting there is not. Halo is a hospitality platform built by runners that turns race weekend lodging into a branded clubhouse where your athletes and community actually stay together.…

Salomon has long been synonymous with trail and mountain sports, but the brand’s ambitions in endurance are getting much bigger. Erin Cooper, Director of Marketing for Performance and Sportstyle at Salomon North America, joins Jon for a conversation about the brand’s evolution and what it means to build for the increasingly multidimensional athlete. They dig into Salomon’s new five-year partnership with Ironman, the growth of gravel running, why the brand is expanding into road and triathlon without backing away from trail, and how athletes influence everything from product development to where Salomon invests next. Erin also shares why run specialty remains such an important part of the equation, how a global brand adapts its strategy for different markets, what responsible brand presence should look like at events like UTMB and Kona, and why the old playbook for reaching runners may no longer apply. Plus, Jon asks the question everyone wants answered: what’s next for Salomon at UTMB? Support our sponsors:…

Dan Lampard is Chief Commercial and Operating Officer at Science in Sport (SiS), where his background in finance meets a lifelong interest in sport and performance. Recorded at SiS headquarters in Blackburn, England, Dan shares how he thinks about building a sports nutrition brand in a rapidly growing endurance market. They dig into why SiS wants to be just as good at telling athletes when they don’t need a gel as when they do, why education and trust matter more than simply chasing conversions, and how the company decides which athletes, experts, retailers, and markets are actually worth investing in. Dan also talks about the rise of the multi-sport athlete, what brands can learn from training and high-performance sport, balancing financial realities with long-term brand building, expanding in the U.S. and Japan, and why a growing market doesn’t have to mean treating every other brand as the enemy. They finish with AI, the future of personalized sports nutrition, and why technology may make human connection…

Sito Luis spent more than two decades at Camper before an idea born during the pandemic eventually brought him together with Kílian Jornet to launch NNormal. Now, as CEO, he’s helping build a trail running brand around authenticity, durability, and a genuine connection to the sport. Sito joins the show to talk about how NNormal came to be, why Kilian’s role as a co-founder goes far beyond having a famous athlete attached to the brand, and what he’s learned about building a company from the ground up. He explains why NNormal hires people who actually run trails, how the brand approaches growth without chasing demand too quickly, and why run specialty stores have played such an important role in its expansion. They also get into the growing crossover between technical outdoor products and fashion, the differences between trail running consumers in the U.S. and Europe, using AI for demand forecasting, and NNormal’s decision to prioritize shoes that last longer rather than simply using materials that sound more…

What makes someone choose one brand over another when the products themselves aren’t all that different? Brian Button joins Jon to talk about brand strategy, authenticity, and what companies can learn from his time helping build brands like Lyft, DoorDash, and Instacart. Brian shares how Lyft differentiated itself from Uber despite offering essentially the same product, why founder-led brands should pull back the curtain, and why authenticity is something brands have to earn, not simply claim. They also dig into the return of long-form content and in-person experiences, why the best brand activations feel true to who a company already is, and how a clear brand strategy can give teams permission to experiment without chasing every new idea. Plus, Jon and Brian talk about using AI as a thought partner rather than a replacement for human intuition, creating cultures where people are allowed to be wrong, and why so many companies suffer from the same problem: urgency without clarity. This is a conversation about…

Jeremy and Adriana Nelson did not set out to build a company. Jeremy was a mechanical engineer tinkering in his garage with rollerblade wheels. Adriana was a professional runner from Romania training twice a day at altitude in Boulder. When Jeremy could not find his prototype, he knew it was good because Adriana had stolen it. And that was the beginning of Roll Recovery. Thirteen years later they have a product in Fleet Feet, Boulder Running Company, and running stores around the world. They have never taken outside investment. They barely advertise. And they built the whole thing one relationship at a time. Support our sponsors: Halo: Racing is easy. Getting there is not. Halo is a hospitality platform built by runners that turns race weekend lodging into a branded clubhouse where your athletes and community actually stay together. Whether you are a brand, an event organizer, or just heading to a race yourself, visit poweredbyhalo.com or reach out and tell them you heard about it on Long Run Labs. Tech in…

Karen Merlin on UTMB, women’s trail running, and growing the sport sustainably. Karen Merlin, elite athletes and inclusion programs manager at UTMB, joins Jon to talk about how UTMB is evolving its race ecosystem, how athlete feedback drives change, and why women’s trail running is gaining so much momentum. They also get into accessibility, representation, sustainability, and what race week in Chamonix is actually like on the ground. In this episode Karen shares how UTMB thinks about growth without dilution, how the organization works with athletes and brands to make trail more welcoming, and why visibility, storytelling, and thoughtful policies matter for the long term health of the sport. Support our sponsors: Halo: Racing is easy. Getting there is not. Halo is a hospitality platform built by runners that turns race weekend lodging into a branded clubhouse where your athletes and community actually stay together. Whether you are a brand, an event organizer, or just heading to a race yourself, visit…

Leland Kohere is the marketing manager at Osprey Packs, one of the most trusted names in outdoor gear. He oversees their athlete program, field marketing, content, and social media. And after five years on the inside, he has a pretty clear view of what works and what does not when it comes to building a brand that people in the outdoor industry actually respect. Osprey launched a major run campaign this year behind the redesigned Duro, Dyna, and new Pro series vests. That product took four years to develop with their athlete team. And the marketing behind it was just as deliberate. Leland joins Long Run Labs to talk through how Osprey thinks about athletes versus ambassadors versus UGC creators, why they are not a podium driven brand, and what it actually means to show up authentically in a space where people can see through the fluff immediately. Support our sponsors: Halo: Racing is easy. Getting there is not. Halo is a hospitality platform built by runners that turns race weekend lodging into a branded…

John Gonzalez started the RiNo 5K in 2017 as a passion project while working full time in cybersecurity. Named after River North, one of Denver's most vibrant neighborhoods, it is a road race, a run club gathering, a fundraiser, and a community event all at once. Kristina Cripe is the Program Specialist at the Denver chapter of Back on My Feet, a national organization operating in 14 cities that uses the power of running to help people experiencing homelessness and addiction to transform their lives. This episode is about what a neighborhood race can actually become when the organizer, the nonprofit, and the title sponsor all share the same vision. It is about free entries and donated shoes and stories that do not get told often enough. And it is about why the 5K might be the most underrated vehicle for community building in all of running. Jon, John, and Kristina chat about: how John fell in love with race organization as an unpaid intern at the Austin Marathon why a road race in RiNo stands apart from the…

Dr. Marc Bubbs has spent twenty five years on the frontline of performance nutrition. Working with Canada Basketball, US Soccer, NBA teams, Olympians, and elite endurance athletes. And after two and a half decades of watching the same problems show up over and over, he and co-founder Paul Winsper decided to stop consulting around the problem and build the solution. ProBio launched to consumers at the New York City Marathon last fall. Built entirely from what Marc kept seeing in the labs of the best athletes in the world. He joins Long Run Labs in Boulder to talk about what twenty five years of practitioner experience actually taught him, what most endurance athletes still get wrong, and what it really takes to build trust in a market where everyone is constantly trying to convince someone they need something more. Jon and Marc chat about: why the best elite athletes put the blinders on and stop chasing the next thing why building trust requires authenticity and vulnerability in equal measure what went wrong…

Monica Devreese is the CEO and co-founder of Rabbit, a running apparel brand celebrating its tenth year in business. Hilary Fenet is the founder of Halo, a platform built to solve the logistics and community gap that exists when runners travel to races. They're sitting at a partnership between their two businesses and a shared belief that the most important runner in the sport is the one nobody is talking to — the middle of the pack. This conversation covers brand building, experiential marketing, the noise problem at race activations, bootstrapping versus outside capital, and why real community only happens in person. Quick note before we get into it. This conversation with Monica Devreese of Rabbit and Hilary Fenet of Halo was recorded a few weeks before there was any business between us. Since then Hilary and the team at Halo have come on as a partner of the show — and that happened because of conversations exactly like this one, not the other way around. You'll hear a proper word from Halo beginning next…

Alex Maier has spent his career building brands that actually listen. From Porsche and Audi to Nike to onX Maps to his current role as president of OnWater, he has consistently chosen the path of product led growth over marketing led noise. And the throughline across all of it is the same: get curious, listen to the customer, and build something worth talking about. OnWater is building the operating system for water-based recreation globally. Two products, a fishing utility and a paddling platform, powered by community, conservation, and a genuinely different approach to how outdoor brands think about creators, consumer insights, and product feedback. Jon and Alex chat about: what Porsche and Audi taught him about activating a brand at every level from global to local enthusiast club why being a generalist is a competitive advantage in small outdoor marketing teams the difference between product led growth, marketing led growth, and sales led growth why consumer insights are the soul of every decision a…

Vivek Gowri has spent his career at the intersection of technology and community. Six months ago he added running store owner to that list, buying San Francisco Running Company and stepping into the shoes of a brand that has been a pillar of Bay Area trail running for nearly 15 years. He joins Long Run Labs at TrailCon in Tahoe to talk about what it actually takes to build a more diverse trail running community, why doing the right thing and doing the profitable thing are more aligned than most brands want to admit, and what he is building at SFRC that he hopes will matter long after the race results are posted. Jon and Vivek chat about: what run specialty actually does in the running ecosystem and why shoes are better bought in person how Vivek thinks about buying for the store and balancing innovation with staple product bringing e-commerce to SFRC and what that opens up beyond the Bay Area how races factor into the store ecosystem from bib pickup to training programs the women's trail half marathon in the…

What does AI actually think about the running industry? Not what brands want it to think. Not what their SEO teams have optimized for. What does it actually say when nobody is watching? Michael Rueckert of Centium AI ran the biggest AI visibility study ever done on the running industry. Five models. 2,200 unaided prompts. 21 product categories from shoes to gels to headphones to race destinations. And what came back was a landscape that is far less equal than anyone assumed. Nine brands carry most of the conversation. More than half the brands that surfaced appeared exactly once. Runner's World shows up in four out of every ten AI answers. And AI referred traffic converts 45% better than any other source. Michael joins Long Run Labs to break down what it all means and what brands, creators, and marketers should actually do about it. Jon and Michael chat about: why AI visibility is the new marketing KPI nobody is measuring yet how unaided prompts reveal what AI actually thinks versus what brands want it to…

Sara Hendershot has spent her career at the intersection of elite sport and early stage brand building. She rowed at the 2012 Olympics, was employee number three at Momentous before it became one of the most trusted names in performance supplementation, and is now employee number four at Loonen, a water company doing something nobody else in the category has been willing to do. Loonen combines the highest quality spring source with the highest quality filtration, tests for over 350 contaminants across every production run, and publishes every single result. The FDA requires none of it. That's the point. Sara joins Long Run Labs to talk about the athlete to entrepreneur journey, what she learned building Momentous from the ground up, and why the bottled water category is overdue for exactly this kind of disruption. Jon and Sara chat about: growing up in a competitive athletic household and finding rowing making the 2012 Olympic team and what two very different Olympic cycles taught her turning down Wall…

Megan Lightcap runs the creator fund at Slow Ventures, one of the first venture funds built specifically around creator entrepreneurs. Her thesis is simple: creators are just a new type of founder. And the ones who own a niche, build a world around themselves, and treat their audience like a community rather than an audience are the ones who will build empires. Megan joins Long Run Labs to break down the creator landscape in 2026, why individuals are beating brands, what AI is actually doing for creators right now, and where she sees the biggest opportunities being overlooked. Jon and Megan chat about: why people matter and brands don't in 2026 own the niche not the category and what that looks like in practice the difference between a creator and a creator founder why haters are actually a good signal when evaluating creators to back how AI is washing away undifferentiated creators and accelerating the rest the AI boot camp Slow Ventures ran for 30 creators in San Francisco building in public and why…

Jason Daniel didn't set out to build a global brand. He set out to race motocross, and when that didn't pan out, he spent years working as an electrician, a bricklayer's yard manager, and a carpenter while quietly building a clothing brand out of a nickname his older riding friends gave him at 13. Twenty years later, LSKD has 31 stores across Australia and New Zealand, a team of over 700, and is now building its presence in the United States. The path from $3 million stuck for five years to on track for $200 million wasn't a pivot or a funding round. It was finding the why, rebuilding around community, and going back to the fundamentals every time things got complicated. Jason joins Long Run Labs to tell the whole story. Jon and Jason chat about: the nickname that became a brand and the 20 year journey from loose kid to LSKD working as a carpenter while building a clothing company on lunch breaks why being stuck at $3 million for five years was actually more stressful than it sounds the decision to close the…

Trail running is growing faster than anyone predicted. New brands are entering the space, race fields are selling out, course records are falling, and the sport is attracting capital, media attention, and mainstream audiences it has never seen before. But growth without infrastructure creates problems. Who is having the hard conversations? Where does the industry get together to figure out where it's going? That is the problem Dylan Bowman and Doug Emslie set out to solve with TrailCon. Now heading into its second full edition in Palisades, California, the event has become the closest thing trail running has to an annual gathering of everyone who makes the sport what it is, from elite athletes and race directors to emerging brand founders, media people, and the runners who show up every weekend just because they love it. Dylan and Doug join Long Run Labs to talk about why TrailCon exists, what it takes to build something durable in a sport that is still figuring itself out, and why face-to-face community has…

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 Entrekin 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 the three levers every endurance athlete needs to understand: carbs, fluid, sodium Rachel Entrekin, Cocodona, and what…

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…

Randi Zuckerberg has spent her career at the intersection of technology, media, storytelling, and entrepreneurship. But in recent years, endurance sports have become just as central to how she thinks about leadership, business, and personal growth. Fresh off a 10-hour PR at Cocodona 250, Randi joins Long Run Labs to talk about why ultra-endurance racing and entrepreneurship require many of the same skill sets: resilience, adaptability, team building, and learning how to stay calm while solving problems in real time. The conversation also dives deep into AI, the future of media, niche communities, brand trust, and why emotional connection is becoming one of the most important differentiators in business. Jon and Randi chat about: • how Cocodona became a team effort instead of just a solo race • the overlap between endurance sports and entrepreneurship • her “pick three” framework for prioritization • angel investing at the intersection of AI and endurance sports • why she invested in brands like Janji and…

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…

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…

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…

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,…

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.…

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…

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: Follow Kyle: https://www.instagram.com/kyle.siegel/ This episode is supported by: The Huddle If you’re at the point where going at it alone isn’t working or you’re ready to level things up in…

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 Stay Connected: www.kilarun.com https://www.instagram.com/kilarunning/ This episode is supported by: The Huddle If you’re at the point where going at it alone isn’t working or you’re ready to level things up in your business, go to https://findmyhuddle.com/ and fill out the application

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 Stay Connected: For Sidney - Instagram:…

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…

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: https://open.spotify.com/episode/5NrgwRPgvBXoRcvWsJ7oRI?si=d89633362efb4cb8 Michael Brandt’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…

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: Follow Alyssa: https://www.instagram.com/theory_in_motion/ Alyssa’s “Uphill Athlete” Podcast:…

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: ketone.com/FTLR Stay Connected: Follow Michael: https://www.instagram.com/michaeldbrandt/ This episode is supported by: Skej My favorite tool to help schedule meetings. Check out…

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…

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: Follow Moises: https://www.instagram.com/moises.jimenez/ https://www.linkedin.com/in/moises-jimenez-leon/ Vert.run: https://www.instagram.com/vert.run/ https://www.linkedin.com/company/vert-run/ Boulder Boys Show:…

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…

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…

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: www.angielake.com Wild Woman Trail Runs: www.wildwomantrailruns.com The First 50k Sisterhood: https://cairnproject.org/first-50k-sisterhood Follow Angie: bloodsweatfear.substack.com instagram.com/angvswild linkedin.com/in/angie-marie instagram.com/wildwomantrailruns…

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…

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 Stay connected: Follow…

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…

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: Follow Erin: https://www.instagram.com/erin.k.bailey/ Momentum Management: https://www.instagram.com/momentum.management/ https://momentummanagement.co/ This episode is supported by: Superfiliate: This episode is…

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 Stay connected: Follow Kevin:…

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: Follow Kelly: https://www.instagram.com/radboulder/ This episode is supported by: • Superfiliate: This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run…

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: https://sisulifestyle.com/jonathanlevitt Follow Pete: https://www.instagram.com/peternelsonii/ https://www.instagram.com/sisu_sauna/ https://www.instagram.com/hellonhogsback/ YouTube Channels:…

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 Stay connected: Follow Christina: https://www.instagram.com/cjflenderson/ The Running Event: https://www.instagram.com/therunningevent/ Switchback: https://www.instagram.com/switchbackevent/ This episode is supported by: Superfiliate: This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate…