Running The Business with Matthew Wood

Matt Wood
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  • Entrepreneurship

Running The Business is a podcast about what it really takes to run it — whether that’s a business, a brand, a sport, or yourself. Hosted by Matt Wood, co-founder of RunThrough - the worlds largest running event organiser - the show features conversations with people operating at the sharp end of sport, marketing, brand, and leadership - from elite athletes and founders to CMOs, CEOs, and community builders. Across each episode, Matt explores the journeys behind the outcomes: how people build participation pathways, create brand love through sport, scale communities, and perform under pressure — on the track, in the boardroom, and beyond. Some episodes focus on Running the Business, others on Running the Sport or Running the Performance — but all are rooted in the same question: How do you build something that lasts? Whether you’re an athlete, a marketer, a founder, or simply someone curious about performance and purpose, Running The Business offers honest conversations, practical insight, and lessons drawn from the real world of sport.

Episodes

  1. 3d ago

    The Commercial Value of Talent - Mark Middlemas, CEO – The Athlete Media Group

    Is the commercial value of talent shifting? Mark Middlemas, CEO of The Athlete Media Group spoke to Matt about the evolving role of athletes in branding. In the past, brands saw talent as mere figures to endorse products. But now, it’s about weaving authentic stories that resonate. The world of creators, influencers and elite athletes has exploded, creating a blend that offers brands unique opportunities.  Athletes today are more than just faces; they’re relatable stories that connect deeply with audiences. This authenticity is what brands crave. It’s about finding the right athlete who can genuinely represent their values and mission.  As Mark points out, it’s crucial for brands to understand what they want out of these relationships. It's not just about transactions; it’s about building long-term partnerships that thrive on authenticity. Chapters: 0:00 Intro: The commercial value of talent 0:34 How brands now view athletes, creators and influencers 2:54 Why authentic athlete stories matter to major brands 4:43 Moving beyond name value and PR announcements 5:39 How brands and athletes find the right commercial fit 6:39 What Athlete Media Group does for sporting talent 8:05 Why brands should think beyond social media posts 9:32 Budgets, briefs and building long-term partnerships 10:54 Protecting athletes from the wrong brand deals 12:44 Measuring success: sales, brand value and authenticity 14:32 What brands look for in long-term athlete relationships 17:21 Why in-person relationships still matter in marketing 19:45 AI, content creation and the future of athlete profiles 22:43 Quickfire: gold medallist or creator with millions of followers? 24:07 Do brands overpay for fame or underpay for influence? 25:52 Advice for people wanting to work in athlete management 27:32 Final thoughts and wrap-up

    27 min

  2. Apr 23

    Turning Global Sport into Local Commercial Moments | Joe Pattison - Vice President, EMW Global

    In this episode, Matt Wood sits down with Joe Pattison of EMW Global to unpack the evolving world of global sports marketing. From his journey through media and international markets to working at the intersection of brands, athletes and rights holders, Joe shares a behind-the-scenes look at how modern sports partnerships are built. They dive into the balance between global reach and local relevance, why athletes are becoming powerful brands in their own right, and how cultural nuance shapes deals across regions like Asia, the Middle East and Latin America. Joe also breaks down EMW’s end-to-end process - from strategy to activation - and explains what separates successful partnerships from the ones that fall apart. Looking ahead, the conversation explores emerging markets, the growing importance of fan data, and how the sports industry is adapting in an AI-driven world. Whether you’re a brand, athlete or someone looking to break into the industry, this episode offers practical insights into where sports marketing is heading next. Chapters: 00:00 Joe Pattison’s background and EMW Global overview 02:29 Do global sports deals still make sense in local markets? 04:12 How brands in different regions approach partnerships 05:36 Why Western sports properties are further ahead 06:37 Athletes as brands and why that matters now 09:42 What makes an athlete attractive to sponsors 11:28 Big social followings vs rising stars 13:53 Global icons or local talent: what works best? 16:19 How EMW Global builds partnerships step by step 18:54 In-house talent vs sourcing the right athlete 20:00 Why sports deals break down 21:52 The most underestimated growth markets in sport 23:49 The future of fan data, AI and sports marketing 27:59 Why owning audience data changes everything 28:26 Advice for young people breaking into sports marketing

    29 min

  3. Apr 9

    Building Partnerships That Actually Drive Growth - Tom Gilding - HYROX

    In this episode, Matt Wood sits down with Tom Gilding (HYROX, ex-Runna) to break down what separates great partnerships from the ones that fall flat. From identifying untapped opportunities in the athlete journey, to why leading with value beats hard selling every time, Tom shares real-world insights from working with global brands, major race events and community-driven activations. They dive into: How to build partnerships that genuinely enhance the athlete experienceWhy most partnerships fail by focusing on inventory over outcomesThe power of community, ambassadors, and authentic brand alignmentWhat brands like Tinder, Lululemon and Runna got rightThe growing importance of in-person experiences in a digital-first worldHow to approach partnerships from both the sponsor and rights-holder sideWhether you're in sport, marketing, or building a brand, this episode is packed with practical lessons on creating partnerships that actually work. 🎧 Listen now and rethink how you approach partnerships.

    27 min

  4. Mar 26

    What Coaching Athletes Teaches You About Building a Business

    Lewis Moses is a high-performance running coach and business owner, helping athletes and coaches grow through clear systems, strong values and long-term thinking. In this conversation, he shares the parallels between coaching elite athletes and building a service-based business – from people management and leadership to patience, consistency and handling setbacks. Lewis also talks about scaling a coaching brand, maintaining standards across a team, using routines like journaling and exercise to stay grounded, and why technology and AI should enhance great coaching rather than replace it. A thoughtful discussion on performance, purpose and building something that lasts. Chapters 00:00 Intro 00:18 What’s harder: coaching athletes or building a business? 01:46 What surprised Lewis most about starting a company 03:47 Patience, process, and long-term thinking in business 04:26 Sticking to the plan vs knowing when to pivot 06:35 How improving a business is like improving a runner 09:02 When Lewis realised the business needed systems 11:42 Building trust and consistency across multiple coaches 14:22 How to motivate athletes and employees who lose belief 17:13 Fear vs belief in performance and business 19:27 Resetting after setbacks, injuries, and difficult periods 22:36 Daily habits for long-term performance and resilience 25:12 Micro-recovery, structure, and avoiding burnout 26:26 Will technology and AI replace coaches? 28:29 Lewis’s advice for starting a service-based business 29:52 Outro

    30 min

  5. Mar 19

    Building Consumer Trust in Food Brands | Jo Agnew - Marketing Director at Lotus Bakeries/Trek

    In this episode, Jo Agnew - Marketing Director at Lotus Bakeries/Trek - discusses the evolving consumer trust in food brands, the importance of brand positioning, and innovative marketing strategies in the competitive snack industry. Discover how Trek leverages community, taste, and strategic partnerships to stand out and build lasting brand loyalty. Consumers today demand more than just a product, they seek brands that reflect their values and lifestyles. Jo Agnew emphasises that unlike 10-15 years ago, when consumers accepted brands at face value, today’s shoppers are curious about what goes into their food and what the brands stand for. Building trust in food brands is a multifaceted endeavor that requires a deep understanding of consumer expectations, a commitment to quality and taste, and strategic marketing. As Jo Agnew illustrates, brands must adapt to the evolving landscape by being transparent, delivering on promises, and creating meaningful connections with consumers. By focusing on these aspects, brands like Trek can thrive in a competitive market and foster lasting loyalty among their customers. Chapters 00:00 Consumer Trust in Food Brands 03:01The Evolution of Healthy Snacking 05:55 Building Brand Awareness and Connection 08:57 The Importance of Packaging and Design 12:07 Marketing Strategies for Challenger Brands 15:00 Balancing Performance and Everyday Use 17:47 Community Building and Brand Loyalty 20:49 Challenges of Scaling Brands 24:05 Future Innovations for Trek

    27 min

  6. Mar 12

    Building a VC Backed Platform in the Age of AI | Sam Browne, Let’s Do This – Co-Founder & CEO

    In this conversation, Sam breaks down the reality behind startup fundraising, Y Combinator, venture capital pressure, founder psychology, and why AI is reshaping the future of sport and live experiences. From raising early money through SEIS/EIS, to learning how VCs really think, to deciding when to pivot and when to stay true to the mission, this is a candid look at what it actually feels like to build at high speed. Sam also shares why most founders misunderstand venture funding, how to handle investor pressure, what makes AI different from past hype cycles like crypto and virtual events, and the advice he’d give to anyone starting a business in sport today. He talks openly about the mental side of leadership too — from anxiety and pressure to decision-making, ambition, and building a company without losing sight of the life you actually want to create. It’s an honest conversation about growth, trade-offs, and staying clear on the bigger picture. Chapters  00:00 What people misunderstand about venture-backed companies  01:50 Raising early capital in the UK with SEIS/EIS  04:42 Getting into Y Combinator and lessons from Sam Altman  05:51 The pressure and expectations of serious VC backing  07:07 What YC taught about competition, luck, and top founders  08:22 What investors actually bring beyond capital  13:24 What happens when growth slows and investors get aggressive  13:54 Should every founder take venture capital?  17:47 The emotional reality of building under investor pressure  18:35 How to choose whose advice to listen to  24:27 Balancing founder vision with VC expectations  25:39 Why AI matters more than crypto or virtual events  31:12 How AI is changing event technology and operations  35:09 Going all-in on AI without “burning the boats”  40:16 Why AI automation matters more than small marketplace gains  42:45 Advice for founders starting a business in sport today

    50 min

  7. Mar 5

    How to Build a Trusted Sports Brand | Mike Perls - Chief Brand Officer, SIS

    Mike Perls MBE, Chief Brand Officer at SIS, shares his expert insights on what it takes to build and maintain a credible sports nutrition brand in a fiercely competitive market. SIS has been a pioneer in the category, and in this interview, Mike dives deep into the pillars of their long-term success: The Power of Heritage: Discover how leaning on a rich history and being category creators gives Science and Sport an undeniable advantage ("We stand on the shoulders of giants"). The Non-Negotiable Role of Science & Trust: Learn about the rigorous testing, compliance, and university collaborations that ensure consumer confidence and athlete safety. Strategic Partnerships: Understand the role of authentic athlete endorsements, professional team partnerships, and scientific research in driving brand credibility. Future of Performance: Mike shares his view on upcoming trends in performance nutrition and the critical need for consumer education in mass participation sports. If you're a founder, marketer, or sports enthusiast, this is essential viewing for understanding how scientific rigor and authentic storytelling drive long-term brand equity.

    33 min

  8. Feb 26

    Navigating the Sports Marketing Landscape | Dan Southam, Marketing – Suunto

    In the competitive world of sports marketing, brands must find their unique voice and strategy to stand out. Dan Southam, a seasoned marketer at Suunto, shares his journey and the brand’s approach to positioning itself against industry giants like Apple and Garmin. With over 90 years of heritage, Suunto combines authenticity with a community-focused mentality to connect with athletes and adventurers alike. Suunto’s approach to sports marketing highlights the importance of authenticity, community engagement, and a clear brand message. By understanding their audience and positioning themselves as a dedicated sports watch brand, Suunto successfully competes with industry powerhouses. Their innovative strategies, including open app integration and community partnerships, not only enhance customer loyalty but also ensure that the brand remains relevant in the ever-evolving sports landscape.

    30 min

  9. Feb 15

    Athletes as Media Brands | Lloyd Kempson, Social Media Lead, European Athletics Championships 2026

    Lloyd Kempson shares his experience with Matt as they explore the evolving role of athletes as media brands in the age of social media. As social media lead at the European Athletics Championships 2026, Lloyd has a comprehensive understanding of how platforms reshaping the way that audiences consume sport – athletes are no longer just competitors. They are content creators, storytellers and brand builders. Matt and Lloyd also discuss how social media has changed the sponsorship landscape, why authenticity matters more than ever and how athletes can build meaningful partnerships without compromising who they are. The conversation dives into the commercial realities of modern sport, from strategic collaborations that help promote events to the shift away from traditional sponsorship models. At its core, this episode is about long-term thinking, personal development and building a brand that reflects genuine values rather than short-term trends. Whether you're an elite athlete, aspiring professional or building a business in the sports industry, this episode offers practical insights into navigating partnerships, creating content and growing a sustainable personal brand.

    26 min

  10. Feb 15

    Community Can’t Be Manufactured | Russ Jefferys, Former parkrun CEO

    Matt speaks to Russ Jefferys - previously Chief Executive Officer of parkrun - to explore how parkrun transformed sports participation in the UK and what it teaches us about community, health and the future of sport. Together, they discuss how parkrun grew from a simple idea into a nationwide movement that reshaped how people engage with running, community sport and mass participation events. The conversation highlights the shift away from purely competitive sport towards inclusive, community-driven experiences where showing up matters more than finishing time. Matt and Russ explore the powerful role of community, the rise of informal sports groups and how initiatives like social prescribing are integrating physical activity into healthcare. They also examine how government policy, data and investment in facilities will shape the future of sports participation, not just in running but across paddle sports and other emerging grassroots movements. “It’s fine to walk at a parkrun.” “Community can’t be manufactured.” “Social prescribing is a powerful tool.” Whether you're passionate about running, involved in sport or interested in public health and participation trends, this episode offers insight into how sport is evolving and why inclusivity and wellbeing are at the centre of it.

    32 min

  11. Feb 14

    Podcast Launch & Why Running & Business Are So Similar

    In the first episode of Running the Business, host Matt Wood - co-founder of RunThrough - explores the powerful connection between running, entrepreneurship and personal development. Drawing from his background in elite athletics and years of building a successful endurance events business, Matt shares how the discipline of running has shaped his mindset, leadership style and approach to sustainable growth. From long-term thinking and trusting the process to learning from failure and building the right environment, this episode uncovers the parallels between the track and the boardroom. Whether you're a runner, entrepreneur, coach or someone striving for consistent improvement, this conversation is packed with practical insights on motivation, resilience and building something that lasts. “You have to think in cycles.” “Trusting in the process is crucial.” “The environment you work in matters.” If you're interested in business, running, coaching, entrepreneurship and high performance, this podcast is for you.

    14 min
  • 11 Episodes

About

Running The Business is a podcast about what it really takes to run it — whether that’s a business, a brand, a sport, or yourself. Hosted by Matt Wood, co-founder of RunThrough - the worlds largest running event organiser - the show features conversations with people operating at the sharp end of sport, marketing, brand, and leadership - from elite athletes and founders to CMOs, CEOs, and community builders. Across each episode, Matt explores the journeys behind the outcomes: how people build participation pathways, create brand love through sport, scale communities, and perform under pressure — on the track, in the boardroom, and beyond. Some episodes focus on Running the Business, others on Running the Sport or Running the Performance — but all are rooted in the same question: How do you build something that lasts? Whether you’re an athlete, a marketer, a founder, or simply someone curious about performance and purpose, Running The Business offers honest conversations, practical insight, and lessons drawn from the real world of sport.

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