If you have the luxury of getting an athlete manager to speak to you or respond to an email, I would not hang up that phone until you ask them, “what are the races that your company is focused on for this next year?”
Kelly Newlon is an agent + manager in the ultra endurance sports space and a professional chef focused on feeding elite endurance athletes.
Jon chats with Kelly about:
the three key components brands evaluate when considering a partnership
contract negotiations and bonus structures for race performances
the growing importance of YouTube for athlete visibility
increased athlete salaries and equity positions
why single breakout performances aren't enough for sponsorship
Stay connected:
Follow Kelly:
https://www.instagram.com/radboulder/
This episode is supported by:
• Superfiliate: This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
• Eternal: Eternal is a performance health company for runners, endurance athletes, and anyone serious about their training, now with Primary Care. Eternal's in-depth, two-hour physicals cover VO2max and lactate ramp testing, mobility assessments, bloodwork, and a full movement analysis; all with expert guidance to keep you healthy and performing your best. Head to eternal.co and use the Black Friday offer while it’s live. That’s 25% off all plans. Your future self is going to be very happy you did this, and feel free to reach out to me directly with any questions!
Meet the ultra runner who turned grit into a sauna empire by selling one product really, really well.
Pete is the Founder of SISU, a sauna and wellness product company, built with connection and grit at the forefront. He is also the Founder of Hell on Hogsback, a 12 hour endurance race in the Cleveland Metroparks, all benefitting cancer patients in need, held this year on Saturday, August 23, 2025. Pete, his wife, and children, live in Northeast Ohio where SISU products are manufactured.
Jon chats with Pete about:
his journey starting ultramarathons at 17 with his father
the founding of Sisu Sauna
the sauna industry’s growth and market opportunity
product line expansion strategy
bootstrap financing and inventory management
Stay connected:
Check out SISU with this special link and save $250 off your sauna purchase:
https://sisulifestyle.com/jonathanlevitt
Follow Pete:
https://www.instagram.com/peternelsonii/
https://www.instagram.com/sisu_sauna/
https://www.instagram.com/hellonhogsback/
YouTube Channels:
https://www.youtube.com/@peternelsonii,
https://www.youtube.com/@sisu_sauna
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Trade shows are an important part of growing the running industry, but how do you actually get the most out of them as a host or attendee?
Christina Henderson is the Event Director for The Running Event and Switchback. She is passionate about bringing people together and the life changing abilities of running and movement.
Jon chats with Christina about:
her journey from behind-the-scenes to leadership role
strategies for hosting and attending engaging events
the components of her trade shows (360 brands, 100,000+ sq ft floor space)
the convergence of performance and lifestyle brands
support systems for challenger vs. established brands
Stay connected:
Follow Christina:
https://www.instagram.com/cjflenderson/
The Running Event:
https://www.instagram.com/therunningevent/
Switchback:
https://www.instagram.com/switchbackevent/
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
From Strava layoffs to building the Airbnb of endurance events - here’s how one engineer turned personal frustration into a platform that's revolutionizing race registration and athlete experience.
Zack Isaacs is CEO and Founder at Movemint, a startup for endurance events. Before Movemint, Zack was an early employee at Strava, where he contributed to the API, Routes, and Messaging. You'll find Zack at group rides in his home town of Oakland, CA.
Jon chats with Zack about:
early experience working 9 years at Strava
the founding and development of Movemint
a Performance-based fees revenue model
finding success with fundraising
Stay connected:
Follow Zack:
https://www.linkedin.com/in/zackisaacs/
https://www.strava.com/athletes/134815
Movemint:
https://www.instagram.com/movemint.cc/
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
What happens when you refuse to sell out your community for a few extra percentage points?
Lloyd is the Co-Founder and CEO of Garage Grown Gear. An avid backpacker and paddler, Lloyd first entered into the outdoor industry through trip-leading and outdoor education. Based in Minneapolis MN, Lloyd is a huge fan of small brands, light packs, and large meals.
Jon chats with Lloyd about:
his journey founding and building Garage Grown Gear
the niche focus of ultralight backpacking
the importance of supporting small brands
the difference between email/affiliate/influencer marketing
adaptation challenges for established companies
Stay connected:
Follow Lloyd:
https://www.linkedin.com/in/lloyd-vogel-180566121
Garage Grown Gear:
https://www.garagegrowngear.com/?srsltid=AfmBOoqwrKqRMnXNuqFR2EAcH8596y8asNMF2K-Z4EY1Pl7336VXAEm2
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal: Eternal is a performance health company for runners, endurance athletes, and anyone serious about their training. Their in-depth, two-hour physicals cover metabolic testing, mobility assessments, bloodwork, and a full movement analysis — all with expert guidance to keep you healthy and performing your best.
From $4,000 annual sponsorships to multi-faceted brand partnerships—Anton Krupicka and La Sportiva's Kelsey Quinn reveal how ultra running's explosive growth transformed athlete sponsorship from performance-only deals to authentic storytelling collaborations.
Anton Krupicka is a 30-year veteran of running with podiums at major ultramarathons around the world. For the past 15 years he has combined his passion for running with climbing, adventure cycling and ski touring. He lives in Boulder, CO.
Kelsey is the Sports Marketing Manager at La Sportiva, where she works closely with athletes and partners to shape how the brand shows up in the community. She's passionate about the outdoors and building authentic connections between athletes, brands, and the people who love the sport.
Jon chats with Anton and Kelsey about:
How ultra running has evolved over the past 10-15 years
Maintaining sport integrity while enabling commercialization
Bringing project ideas and engagement to brands
Advice for athletes seeking sponsorships
Stay connected:
Follow Anton:
https://www.instagram.com/antonkrupicka/
Follow Kelsey:
https://www.instagram.com/_kelsquinn/
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
What does it take to be more than “just a product” in the outdoor industry?
Living the business and culture of running, Ross Rutherford is an ultramarathoner and led sports retail and partnerships at Cheribundi and probiotic juice brand GoodBelly. Ross was with Cheribundi for over 5 years and launched the brand into the running space in 2022 as more and more runners were looking for all-natural recovery solutions to help get them through their training and be less sore so they could continue to do what they loved at the highest level possible.
Jon chats with Ross about:
Experience running 4 ultras, 2 marathons, HYROX competitions
The business development of Cheribundi
Cheribundi in retail, sponsorships, and professional sports
Stay connected:
Follow Ross:
https://www.instagram.com/roosterruns/
Follow Cheribundi:
https://www.instagram.com/cheribundi/
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal: Eternal is a performance health company for runners, endurance athletes, and anyone serious about their training. Their in-depth, two-hour physicals cover metabolic testing, mobility assessments, bloodwork, and a full movement analysis — all with expert guidance to keep you healthy and performing your best.
What parallels can be drawn between training for/ finishing a race and building/selling a business?
Salomon Aiach is a 37-year-old venture capitalist and entrepreneur who currently runs his own venture capital firm, focusing on sourcing deals, managing a portfolio of 22 companies, and helping entrepreneurs build resilient businesses.
He has a unique international background being born in the US and raised in Paris from ages 2-18. He later lived in Israel before returning to Boston for college at Boston University. Salomon discovered running in 2022 as a way to connect with business partners at German VC firm Early Bird. What began as a networking strategy quickly evolved into a life-changing passion. Despite starting as a complete beginner who couldn't run 10K, he completed the New York City Marathon just months later, eventually achieving a sub-4-hour time of 3:59. His running experience has fundamentally shaped his approach to venture capital. He now looks for entrepreneurs who demonstrate the same resilience and commitment he learned through marathon training - those who can push through when things get difficult and maintain focus on both the journey and the destination.
Jon chats with Salomon about:
The role venture capital plays in running businesses
Four key market components of the running industry
Finding your "why" in running and business
Stay connected:
Follow Salomon:
https://x.com/_salomon_a?lang=en
https://www.instagram.com/_salomon_a/
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Everything is sales - and in today's job market, the person who gets hired isn't necessarily the best candidate, but the one who's best at marketing themselves.
Arielle Knutson is the CEO of Oiselle, a women’s running apparel brand where she leads with a focus on brand strategy, community, and culture. She brings two decades of experience building mission-driven brands, including her leadership at Nuun Hydration, where she helped scale one of the most recognized names in endurance sport. A lifelong athlete and 9-time IRONMAN finisher, Arielle has also completed 8 marathons, and 4 ultramarathons. Her leadership reflects the same discipline and drive she brings to sport, building teams and brands with resilience and staying power.
Jon chats with Arielle about:
the strategy behind achieving a 3x return on ad spend
the fundamentals of effective storytelling
Stay connected:
Follow Arielle:
https://www.linkedin.com/in/arielleknutson/
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Every runner has an underdog story. Here’s how telling those stories resonates with other amateur runners and grew the Rambling Runner podcast to one million downloads.
Matt Chittim is a podcaster in the running space and running coach. He is a founder and host of the Rambling Runner Podcast and the co-host of Relay and Road to the Trials.
Jon chats with Matt about:
Using podcasting as a "laboratory" for learning social media marketing
Monetization Strategies and sponsorship deals
Creating Personality-driven content that entertains and informs
Community building through consistent content and engagement
Stay connected:
Follow Matt:
https://www.instagram.com/rambling_runner/
Rambling Runner Podcast: https://podcasts.apple.com/us/podcast/the-rambling-runner-podcast/id1257440830
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Athletes are spending $5K on cold plunges but $20 on pillows without realizing the role that sleep plays in performance.
Ryan is the founder of the sleep & fitness business, Lagoon. The company's mission is to help people optimize their sleep and perform their best every day - which we do by matching people with the Lagoon pillow that's perfect for their unique needs and preferences , and providing additional sleep products designed for optimal recovery. Prior to founding Lagoon, Ryan worked at NBC Sports for 10 years, and was a DI swimmer at the University of Virginia and a 2x US Olympic Trials finalist. Today Ryan is an endurance sports enthusiast, having completed an Ironman, 4x marathons, 3x ultras, and is training for his first 100 miler this fall.
Jon chats with Ryan about:
Lagoon's Founding Story and Mission
Brand Building (Brand vs. Product)
Sleep Optimization and the Connection to Performance
The Current Landscape of Startups and Why It’s the Time to Start
Stay connected:
Follow Ryan:
https://www.instagram.com/ryanphurley1/
Follow Lagoon:
https://www.instagram.com/lagoonsleep/
Lagoon’s Website:
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Starting and building a race isn’t easy, but Stu McConnachie’s passion and community-focused business strategy have led UTCT to what it is today.
Stuart McConnachie is a prominent figure in South Africa's trail running community, best known as the Race Director of the RMB Ultra-Trail Cape Town (UTCT), one of Africa’s most prestigious trail running events. Since its inception in 2014, McConnachie has played a pivotal role in developing UTCT into a globally recognized race that attracts elite runners from over 50 countries. Founder of the most prominent trail community in Cape Town, Tuesday Trails, Stuart is a runner and passionate advocate for the community and the trail environment of Cape Town and surrounds.
Jon chats with Stu about:
How Stu Discovered that Race Directing is his Calling
How UTCT Compares to Other International Races
Stay connected:
Follow Stu:
https://www.instagram.com/stuaay/
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Sydney Tremaine turned her love of exploration into a career building relationships with trail running legends - but it all started with one family vacation run she'll never forget.
A love for being outside and exploring have always been present in Sydney’s life. Sydney grew up camping and when it came time to sign up for sports, she chose cross country and has not regretted the decision. Running has led her to some incredible places including her job at GARMIN. Outside of the sport you can find her still camping, hanging with friends and her dog, or listening to loud music.
Jon chats with Sydney about:
Sydney’s Career at Garmin
Stay connected:
Follow Sydney:
@syd_tremaine
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. Mention that Long Run Labs sent you and get your first month free!
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Think about it… we know more about our fantasy football leagues and cars than our own health. Something needs to be done about that.
Alex is the Founder and CEO of Eternal. Before founding Eternal, Alex was the founder and CEO of The Athletic, a subscription sports media company founded in 2016. The Athletic reached 1M paid subscribers faster than any publishing company in history and sold to The New York Times in 2022 for $550M. Prior to The Athletic, Alex ran Product & Design for Strava, helping the platform go from 800 users to 10s of millions. Originally from Philadelphia, Alex lives in Presidio Heights with his wife, two kids, and golden retriever.
Jon chats with Alex about:
Alex's Journey as a Runner and Endurance Athlete
Building Strava's Growth and Community
The Athletic's Creation and Success Story
Founding Eternal and Its Mission
Leadership Philosophy and Team Building
Stay connected:
Follow Alex:
https://www.linkedin.com/in/alexemather/
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com.
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Do you think “company culture” is irrelevant? It’s actually essential.
Troy Meadows is a Culture Creator with a running problem. He helps founders, and athletes articulate their "WHY" in order to find clarity in how they build their businesses and personal brands.
Jon chats with Troy about:
Asheville's Outdoor Scene & Hurricane Recovery
From 50Ks to 100 Milers
Business and Endurance Parallels
The Importance of 'Why' in Business and Relationships
The Midpacker Podcast & Finding Your Niche
Strategies for Securing Sponsorships
Stay connected:
Follow Troy on Instagram:
https://www.instagram.com/troyontherun/
Troy on LinkedIn:
https://www.linkedin.com/in/troy-meadows/
Listen to the Midpacker Podcast:
https://open.spotify.com/show/3nXliB7k1ojebkYTu8zZrL?si=deadac1a25514b75
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com.
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Climate change can be scary and confusing, so what actions can we take that actually make a difference?
Erin Sprague is the CEO of Protect our Winters (POW), where she helps outdoor enthusiasts protect the places and experiences they love from climate change. Previously, Erin built world-class brands in the outdoor industry as the Chief Brand Officer at Aspen Skiing Company; VP of Marketing at Sir Richard Branson’s Virgin Sport; and Global Head of Women’s Brand and Product at Specialized Bicycles. Most recently, Erin has worked with leaders from Google and Nest to help build climate tech start-ups tackling food waste and heat pump adoption. Erin started her career in finance and public affairs at The Blackstone Group, and graduated from the Stanford Graduate School of Business and Harvard College.
Erin grew up in the Adirondack Mountains in upstate New York where she raced Nordic skiing, cross-country running, and hiked with her family most weekends. She previously Chaired the Board of Protect our Winters and started a non-profit called In the Running to support youth fitness initiatives while setting a World Record as the Youngest Woman to Run a Marathon on all Seven Continents. She lives in Boulder, Colorado with her husband and two daughters, who are already beating her up and down most mountains.
Jon chats with Erin about:
Climate Advocacy and POW’s Mission
Bipartisan Climate Efforts
How to Get Involved in Climate Advocacy
Public Lands and Legislation
Marketing Solar and EVs
Stay connected:
Follow Erin on Instagram:
@erin_sprague
Erin on LinkedIn:
https://www.linkedin.com/in/erinsprague/
POW’s Website:
POW on Instagram:
@protectourwinters
This episode is supported by:
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com.
Eternal:
Check out eternal.co and use code “LRL” for 10% off your Performance or Foundations plan.
Want to close more deals? Don’t pitch your idea in the first conversation.
Aaron Lutze is the co-host of Second Nature, a podcast about the business of the outdoor industry. He is also the founder and presenter on Super Rider, a YouTube channel that helps mountain bikers build control and confidence on two wheels.
Jon chats with Aaron about:
Aaron's Journey into Mountain Biking
Navigating Brand Partnerships
The Origin of Second Nature
Outdoor Brand Camp and Educational Courses
The Importance of Genuine Partnerships
Stay connected:
Follow Aaron:
https://www.instagram.com/aaronlutze/
Second Nature Podcast:
https://open.spotify.com/show/08ILHaCFj9SabAvWe2ORD4?si=ef71f6d9287441f4
https://www.instagram.com/secondnature.media/
Outdoor Brand Camp:
SuperRiderTV on Instagram:
https://www.instagram.com/superridertv/
SuperRiderTV on Youtube:
https://www.youtube.com/@SuperRiderTV
This episode is supported by:
Eternal:
Eternal offers high performance healthcare for athletes. Eternal treats you like your active life depends on it. So, if you’re building something ambitious, don’t leave your own health as the bottleneck. Check out eternal.co and use code “LRL” for 10% off.
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com.
Are you passionate about your work or just going through the motions?
Sports have always been a throughline for Drew Hartman, and running graduated from "the way to stay in shape for soccer" to a primary athletic focus, social community driver, and creative outlet. Drew made the leap of combining that passion and profession when he started as an early employee Tracksmith where he refined his perceptions around brand, content, community, events, and experience. In May of 2024, he transitioned to his current role to support Salomon's Sports and Community Marketing in North America.
Jon chats with Drew about:
Going From Studying Law to the Outdoor Industry
Experience Working at Tracksmith
Seeking Creative Fulfillment
Navigating Career Goals and Mentorship
The Evolution of Influencer Marketing
Stay connected:
Follow Drew on Instagram:
https://www.instagram.com/hartman.io/
Drew on LinkedIn:
https://www.linkedin.com/in/andrewthomashartman/
Article referenced:
https://runningmagazine.ca/the-scene/running-influencers-are-promoting-advil-but-at-what-cost/
Check out Small Brand Mentality:
https://smallbrandmentality.substack.com/?utm_source=homepage_recommendations&utm_campaign=2947615
This episode is supported by:
Beehiiv:
This episode is supported by Beehiiv: Get a free 30 day trial and 20% off your first 3 months using this link: https://www.beehiiv.com/?via=Jon-Levitt
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com.
Want to support a brand? Then request that your local retailer carry their product!
As athletes and adventurers, Adam Saks and Ben Parens know the importance of simplicity and high performance in their daily routines. After countless miles and too many products that fell short, they grew frustrated with the lack of effective, clean solutions for chafing. They believe self-care should empower, not compromise. That’s why Live Cushy™ was created: a brand focused on elevating the athlete’s experience with all-natural, non-toxic ingredients that actually work.
Jon chats with Adam and Ben about:
Journey from College Athletes to Runners, to Entrepreneurs
The Inspiration and Backstory of Live Cushy™
Brand Marketing and Community Engagement
Manufacturing, Organic Ingredients, and Quality Control
Customer Feedback and Adaptation
Balancing Growth and Sustainability
Stay connected:
Follow Adam:
https://www.instagram.com/adam_saks/
Follow Ben:
https://www.instagram.com/benparens/
Check out Live Cushy™:
This episode is supported by:
Beehiiv:
This episode is supported by Beehiiv: Get a free 30 day trial and 20% off your first 3 months using this link: https://www.beehiiv.com/?via=Jon-Levitt
Superfilliate:
This episode is brought to you by Superfilliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com.
We're talking growth of trail running with the Polettis, the founders of UTMB!
Jon sits down with Michel and Catherine Poletti, the founders of the UTMB race series. They share their journey of starting and growing UTMB, along with essential business insights for organizing races. You won’t want to miss the philosophy that has been the foundation of their success.
Jon chats with Michel and Catherine about:
Early Challenges and Growth of UTMB
Expansion and Sustainability
The Global Trail Running Boom
Partnership with Ironman
Maintaining Control and Expanding Globally
Balancing Business and Community Values
Stay Connected:
Follow UTMB on Instagram:
https://www.instagram.com/utmbworldseries/?hl=en
UTMB’S Website:
This episode is supported by:
Beehiiv:
This episode is supported by Beehiiv: Get a free 30 day trial and 20% off your first 3 months using this link: https://www.beehiiv.com/?via=Jon-Levitt
Superfiliate:
This episode is brought to you by Superfiliate. If you're tired of overcomplicated and unnecessarily expensive platforms for affiliate marketing, do yourself a favor and check out Superfiliate.com. I've used just about every option out there and this one is my favorite. If you're looking to scale creator partnerships, this is the tool for you!