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.

  1. 5d ago

    From Commercial Leader to Managing Director - Darren Henry, British Cycling

    In this episode, Darren Henry shares insights into British Cycling’s commercial transformation, exploring how storytelling, new initiatives and strategic partnerships can create opportunities for brands and communities. From working with major partners to developing programmes such as Sofa to Saddle, Darren explains why attracting sponsors starts with creating something relevant and valuable. He also discusses the shift from commercial leadership to wider organisational responsibilities, balancing revenue with social impact and sporting ambitions. Darren also shares advice for anyone looking to build a career in sports business and his thoughts on how governing bodies can evolve for the future. Subscribe for more conversations with the people working in sport. Chapters 00:00 Introducing Darren Henry and British Cycling’s transformation 01:57 From commercial focus to wider leadership 03:46 Balancing commercial growth and social impact 05:52 Creating assets and telling compelling stories 08:58 Building strategic brand partnerships 11:45 Sofa to Saddle and community programmes 14:59 How purpose attracts commercial partners 17:57 The future of governing bodies and commercial models 20:59 Advice for aspiring sports business professionals

  2. Oct 8

    How to Build a Career in the Business of Sport - Lucy Austin - Community and Partnerships Manager, Pure Sport

    Lucy Austin shares her journey from athlete to sports marketing professional, with practical advice for graduates, content creators and anyone hoping to break into the industry. We explore the power of community, building an authentic personal brand and using social media to develop your reputation. Lucy also discusses balancing content performance with brand values, why in-person connections still matter and the skills that can help you progress in sports marketing. From getting involved before you land your first role to finding the confidence to pitch your ideas, this conversation offers plenty to take into your own career. Chapters: 00:00 Introduction to building a career in sports 01:42 Does a sports background matter? 02:55 Surprising lessons from entering the industry 03:08 The rewards of working in sports 04:40 Advice for recent graduates 06:55 Building your reputation through social media 09:17 Balancing your personal and company brand 11:22 Skills developed through content creation 13:09 Content performance versus community engagement 15:09 Creating genuine conversations 17:53 The importance of community in sports 20:30 Continuous learning and growth 22:56 Rethinking career paths 24:13 Top sports brands and marketing trends 25:17 Overrated marketing trends 26:01 Underrated social media strategies 26:57 The value of in-person experiences 27:54 Key skills for sports professionals

  3. Aug 23

    Sport business in 90 seconds | 23 Aug 2026

    A few useful moves from sport business this week. Who is paying, what they are buying, and how long that money lasts. 1. Front-of-shirt gambling ban and category risk 2. Saudi capital looking more selective 3. Community title deals that sit inside the event 4. AI buying the shirt as the product Full write-up: https://runningthebusiness.show/articles/sport-business-in-90-seconds-23-aug-2026 Running The Business https://runningthebusiness.show

  4. Jun 11

    Why Some Fitness Brands Scale Globally and Others Don’t - Robert Sawhney – CCO, CEO, Watson Gym Equipment

    Why do some fitness brands scale globally while others struggle to break into new markets? In this episode, we explore what it really takes to expand a fitness brand internationally, with a particular focus on Asia. From common misconceptions about the region to the importance of local market adaptation, premium positioning, and strong distribution partnerships, this conversation highlights the key lessons fitness brands need to understand before entering new territories. Asia is often treated as one market, but in reality, it is made up of highly diverse countries with different cultures, economies, consumer behaviours, pricing expectations, and levels of fitness industry maturity. We discuss why brands cannot simply copy and paste what worked in their home market and expect the same results elsewhere. You’ll learn why consumer sophistication in Asia is often underestimated, how premium fitness offerings can stand out, why local distributors are essential, and what mistakes brands should avoid when planning international growth. Whether you’re a fitness entrepreneur, equipment supplier, boutique studio operator, gym owner, or brand looking to expand globally, this episode offers practical insights into scaling successfully across complex international markets. Chapters: 00:00 – Introduction: Why some fitness brands scale globally 01:20 – The biggest misconceptions about expanding into Asia 03:05 – Why Asia is not one single fitness market 05:10 – Understanding different economies, cultures, and consumer behaviours 07:00 – How quickly Western fitness trends reach Asian markets 08:45 – Why consumer sophistication is often underestimated 10:20 – Pricing, purchasing power, and premium fitness positioning 12:15 – Why brands must adapt to each local market 14:00 – Cultural nuances and local fitness preferences 15:45 – Building a premium service and experience-led offering 17:30 – Standing out from local competitors 19:10 – The importance of customisation and differentiation 20:50 – Why strong distribution networks matter 22:30 – Choosing the right local partners and distributors 24:15 – Common mistakes brands make when entering Asia 26:00 – Why success at home does not guarantee success abroad 27:40 – Key takeaways for fitness brands looking to scale globally 29:00 – Final thoughts on international fitness expansion

  5. Jun 4

    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

  6. 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

  7. 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.

  8. 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

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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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