Running The Business with Matthew Wood

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 ke...

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 opport...

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 relevan...

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 int...

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...

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...

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...

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 Sc...

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 adventure...

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...

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...

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 sustainab...