Robin Thurston, Outside

Channel Mastery

Episode Highlights:

• You’ll hear how Outside Inc., is modernizing endemic journalism through editorial and experience acquisitions and a strong content ecosystem
• Robin and Kristin share how Covid-19 shifted consumer behavior and how those shifts are connected to a massive influx of newcomers into the outdoor markets
• You’ll get Robin’s take on one of the most important approaches to retain these newcomers - making it easy for them to identify and actively engage with their passions
• Discover the long-term vision and strategy for Outside Inc., including its membership program and how the teams at Outside Inc.’s myriad of publications and brand experiences will work to “catch and keep” our outdoor recreation newcomers in 2021

Welcome to another season of Channel Mastery! This episode featuring Robin Thurston, CEO of Outside is our inaugural episode of season four. We can’t wait to offer another season of Channel Mastey, presented by Verde Brand Communications.

Robin is the CEO of Outside, the world’s leading creator of active lifestyle content and experiences. Formerly known as Pocket Outdoor Media, Robin acquired Outside along with other companies such as OutsideTV, Gaia GPS, AthleteReg and Peloton magazine in February 2021. To say I was excited to interview him is an understatement. Through these acquisitions and a major rebranding, Robin and the Outside team have created an incredible content ecosystem that is changing the experiential and outdoor media market and single handedly modernizing journalism.

On the episode, he shares how their strong content enables them to create data that leads to personalization and ultimately converts to membership and a tailored consumer experience. We touch on the consumer behavior shifts that took place in 2020 and how Outside is focused on connecting and engaging with newcomers to the outdoor industry.

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Robin Thurston is the CEO of Outside, the world's leading creator of active lifestyle content and experiences. Formerly known as Pocket Outdoor Media, Robin acquired Outside along with other companies such as OutsideTV, Gaia GPS, AthleteReg, and Peloton Magazine in February of 2021. Outside now reaches 70 million of the most active consumers across its web, print, podcast, social, video, and TV platforms. Before joining Outside, Robin ran a consumer genetics company called Helix in Silicon Valley, and co-founded and built MapMyFitness into one of the world’s largest open fitness tracking platforms. A Colorado-native, Robin resides in Boulder with his wife and three children.