Zoë Rom | The Rise of Indie Brands & Changing Trail Media

Zoë Rom is the Editor in Chief of Trail Runner Magazine and Managing Editor of Women's Running. She is also a host of The Outside Show. She is one of the most respected journalists in the sport, writing two fantastic pieces recently that we center the episode around. The articles are The Rise of Indie Running Brands and How Fan Service is Changing Running Media.
run.outsideonl...
run.outsideonl...
Topics discussed:
• Nichification of sports
• Brands as identity signalers
• Social media's role in empowering new brands
• The DTC business model
• The importance of differentiation
• Fan service in media
• The state of journalism
• Trade offs made as an editor
• A lot more
Read Peter Abraham's blog on The Nichification of Sports. - / nichification-sports-e...
Also his post from the Olympic Trials Marathon. - www.linkedin.c...
Sponsors:
Grab a trail running pack from Osprey - www.osprey.com...
Use code freetrail10 for 10% off Speedland Footwear - www.runspeedla...
Use code freetrail15 for 15% off Gnarly Nutrition - gognarly.com/
Roark Apparel -- Listen to the ad or DM us for the code - roark.com/
Freetrail Links:
Website | freetrail.com/
Freetrail Pro | freetrail.com/...
Patreon | / dylanbowman
Instagram | www.instagram....
KZbin | / @freetrail
Freetrail Experts | freetrail.com/...
Dylan Links:
Instagram | www.instagram....
Twitter | dy...
LinkedIn | / dylan-bowman-06174380
Strava | / strava
________________________

[@laurahubbard2169]

This is my favorite freetrail episode ever - we are all complicit, so where in the cuts/margins and even center can we make some magic in our navigation/ consumption? There's so much at play here - both spectacular and also troubling and I so deeply appreciate the personal engagement with the many edges and shapes of complicity within our trail communities and brands.

[@Freetrail]

Thanks so much!

[@megbradbury902]

Excellent throw down about some more cerebral aspects of our trail culture that we don't often explore. Thank you Dylan + Zoe!

[@Freetrail]

thanks, Meg!

[@joebernall4116]

Roark is a perfect example of this. Years ago they emerged as an indie brand in skate/ surf. They saw a void in the running industry for what they wanted to wear and filled it. Great episode!

[@Freetrail]

Roark rules!

[@stephanielynn765]

Interesting take on the media. Though as a consumer, I stopped paying any attention to the legacy media once I realized they are not journalists, they are activists. That is why so many smaller, independent media outlets are taking off. People want the truth, not propaganda. As far as Freetrail as a (running) media outlet, I think you're doing a great job and would not worry about following the same fate as legacy media. I, for one, like your slow and deliberate take on hot topics. No need for rush analysis until you've considered all the available information.

[@kylefulmer1939]

RIP Pitchfork. Remember finding Pitchfork back in 2003 or 2004, was diligent in listening to Best New Music for many years! Wordsworth drop was gold.

[@kylefulmer1939]

and crazy about the stories that "pay the bills" (I came for the indie brands take, but man this media talk is crazy good and insightful)

[@trentrobson2655]

Great conversation. As someone who has been apart of the apparel industry I do have one disagreement. It’s not fashion over function. The change is that all that was ever discussed was the functionality. Now these new brands are offering both. I can argue that all these new small brands are just as functional or more than the big brands that have been around for a while. Also in addition to the DTC conversation, Nike made this heavy push the last few years and are realizing the affects of losing consumers/community due to it.

[@rizzomatt]

Fantastic interview! I ordered the new Speedland shoes shortly there after. Thanks Mr. Bowman.

[@Freetrail]

Thanks for the support! One of the coolest new brands. 😎

[@rizzomatt]

@@Freetrail I have the GS Tam as well. Best shoes ever.

[@Sunnydaypicnic]

The media sources you site as ‘ niche’ had already been gobbled up by legacy media. People want true independent media and clearly the content of those companies homogenized, especially increasing around 2020. Very interesting chat!

[@StreamCrossingRunner]

Insightful interview and thought provoking- thanks

[@mattpelofske4632]

Checkout garage grown gear for cottage gear for backpackers and outdoors people

[@Freetrail]

Is that a KZbin channel? Googling now.

[@mattpelofske4632]

I'm sure you found the website. It's more of a one-stop shop that combined all the cottage brands into 1 online store. Pretty cool business model to get those small brands out there to try to compete against all the big guns in the outdoor industr

[@seanmac80]

Thanks

[@studiohost]

No matter how you pitch it , we really don’t need it . Keep trail running fr$$