The Action Sports Translator, a conversation with Martina Russo

More than nine years ago, I received at the door of my home in Argentina Martina´s amazing Decals directly from Italy, which I pasted in my computer: TRANSLATOR AT WORK - These were the words imprinted whenever I travel, go to a cafe store or just move around while working.

Martina is a creative spirit. She is the CEO and founder at The Action Sports Translator. After starting her career in marketing translation in 2010 and launching a successful software localization agency a few years later, she was horrified at the quality of multilingual content in the outdoor industry and started TAST to fill a clear gap in the market. TAST is the world’s first and only full-scale translation agency for the outdoor industry, providing brands with a sports translation service that truly gets them.

She is recognized as a localization industry influencer multiple years in a row and co-founder and localization manager at Protect Our Winters Italy. Thanks for all your high-standard contributions!

In this conversation, she shares her passions, her processes, and the way life unfolds for her career.

She needs movements, changes to feel motivated. Martina is a digital nomad in love with her business and her life. And it shows!

We have to deeply understand customer emotions and perspectives. This is an imperative in today´s world. In the book Thinking Fast and Slow, the author and economist Daniel Kahneman found that upwards of 90% of human decisions are guided by emotions over pure logic. Martina emphasizes that this is also very depending on culture. Language and culture have to live very well together for messages to motivate and inspire the reader.

How video subtitling came into her business? The way she began working with that and the power of a team! She supervises many people, almost 21, all online, working from different parts of the world.

Please listen to this episode and learn more of this fascinating guest! Thanks Martina for making time to talk to us today!

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This conversation is sponsored by Lift Value Translations & Consulting, and your contribution helps us a lot. Thanks!

Follow Martina and learn where is her next adventure!

https://theactionsportstranslator.com/

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