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.
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, bala...
8 Oct 2026
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 bef...
23 Aug 2026
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
11 Jun 2026
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 treate...
4 Jun 2026
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 ...
23 Apr 2026
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 ...
9 Apr 2026
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 f...
26 Mar 2026
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 ...
19 Mar 2026
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 10-1...
12 Mar 2026
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 han...
5 Mar 2026
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-Negot...
26 Feb 2026
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, commun...
15 Feb 2026
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, communit...
15 Feb 2026
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, w...
14 Feb 2026
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 buildi...
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