Guest Pace with Matt Trappe

Guest Pace: Francisco Fonseca

Community is a massive buzzword these days but the hype is warranted. The impact a community has on defining your brand can’t be understated. Francisco and I discuss community in trail running specifically. This was a wildly insightful conversation. Here’s the summary with just some of the interesting points discussed. * Community Building in Trail Running: * Challenges of building a global trail running community due to its scattered and local nature. * Importance of brands going beyond product sales to create a lifestyle and mindset. * The difference between building community and marketing to an audience is the shift from a one-way (brand to audience) to a two-way (brand and community) communication model. * The role of brands is enabling community interaction rather than controlling it. * The change in business mindset needed to value community beyond a marketing tool. * Brand-Led vs. Endemic Communities: * The effectiveness and authenticity of brand-led run clubs and crews. * The differences in feedback loops between brand-led and community-based run crews. * The role of partnerships between brands, and existing run crews. * The difference between media led communities, and product led communities. * Regional Community Dynamics: * The nuances of community interactions in different European countries. * The importance of language and cultural sensitivity in community management. * The use of tools like ChatGPT to facilitate communication across language barriers. * Future of Community: * The increasing value of in-person interactions in a digital world. * The potential of creator-led brands. * The "keep it real" strategy in an AI-driven world. * Community becomes a business strategy, not just a marketing tool. * The idea of a commitment curve, and the onboarding process. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit amatterofbrand.substack.com/subscribe [https://amatterofbrand.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_2]

Guest Pace: Gareth Nettleton and Pete Cooper from Coopah

Scroll down for the info to win a subscription to the run coaching app Coopah. Pete joins me and picks back up from his previous episode before Gareth takes it from there. We chat about his background at Strava and why he is excited for the opportunity at Coopah. These guys are both so excited and knowledgable about the running industry, we could have talked for days. Enjoy! Here’s a summary: Coopah's Beginnings: * Pete Cooper started the run coaching app, Coopah, to solve for a lack of personalized and engaging run training. He noticed people needed more accountability than just entering events. * Early on they tried to get businesses to pay for run clubs and the app, but found organic B2C growth was strongest. Key Growth Factors: * A pivotal moment was Pete's connection with Gareth Nettleton, a marketing expert with a background at Strava. Gareth's validation and expertise were instrumental. * Word-of-mouth and organic growth were crucial. * The ability to provide personalized training and make running more enjoyable through gamification and varied workouts resonated with users. * The focus on community and the "medicine of running" created a strong brand connection. Strategic Partnerships: * Partnerships with event organizers, like the London Marathon, and charities have been highly successful. * Charities found that runners using Coopah raised 16% more funds, demonstrating the app's ability to increase confidence and commitment. * Coopah helps event organizers improve the participant experience. Key Insights: * The distinction between a "feature" and a "product" is crucial. Coopah proved to be a valuable stand-alone product. * The app addresses the need for structured training beyond simply running races to make running a habit. * The mental health benefit of running is a key element of the Coopah brand. Challenges: * Early on, when Pete was featured on the BBC, the app was a minimum viable product, and they were caught off guard by the large influx of users. * Creating a subscription based product, in a very specific niche. PRIZE GIVEAWAY Enter for a chance to win a one year subscription to Coopah and a pair of the new Hoka Bondi 9. To enter, subscribe to MoB and comment COOPAH on Substack or on Instagram before the end of March 2025. The giveaway is open from the time this post drops until Monday 3/31 at 11:59pm MST. One winner will be chosen at random and contacted through DMs on Tuesday April 1. Please have your Substack and Instagram DMs open! No purchase necessary. Guest Pace is a new series on MoB that explores a brand, business or topic in the running industry with a special guest. This post is a paid partnership with Coopah.Learn more about Coopah at coopah.com This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit amatterofbrand.substack.com/subscribe [https://amatterofbrand.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_2]

Guest Pace: Brent James, Footwear Designer

As a designer Brent has an emphasis on storytelling and wants products to contribute to the whole brand experience - something I greatly identify with. We chat about: * Balancing an attention to product details with a broader strategic view. * The concept of "hitting crescendos" in product launches, similar to creating a film or musical piece. * The importance of building community and connecting with customers. * The value of pushing boundaries in design while understanding best practices. * The challenges and rewards of transitioning from design to product management. * The complexities of developing sustainable footwear. * The importance of creating a relationship with the consumer beyond a transaction. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit amatterofbrand.substack.com/subscribe [https://amatterofbrand.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_2]

Guest Pace: John Meadows, Sales Director at Salomon

John Meadows is here! John started by slinging shoes in run specialty before becoming one of the first field service reps at Hoka in 2014. After contributing to 10 years of Hoka’s explosive growth he made the move to Salomon to build again. John shares the wild story that led him to Hoka in the first place and how his career almost never happened. We also discuss: * Hoka's Rise: The brand's journey from a niche product to a major player in the running shoe market, including the challenges and key factors contributing to its success. * Product Differentiation: The significance of creating unique products that stand out on the shoe wall. * The Role of Timing and External Factors: How events like the COVID-19 pandemic and the minimal shoe trend influenced consumer behavior. * Sales and Marketing Strategies: Including word-of-mouth marketing, strategic account openings, and the interplay between field marketing and sales teams. * The Customer Experience: Focusing on the importance of comfort and the first impression when trying on shoes. * Salomon’s Shoe Lineup: The new AeroGlide 3, S-Lab UltraGlide and a future model coming in the gravel category. * John’s Youtube Career: We’ll never know what could have been but John might have topped my fellow high school alumni, the Paul brothers. Thanks for reading A Matter of Brand! This post is public so feel free to share it. PRIZE GIVEAWAY John and I are giving away THREE pairs of the new AeroGlide 3 from Salomon [https://www.salomon.com/en-us/shop/product/aero-glide-3-li6870.html#color=111088]. Subscribe to MoB and comment “Salomon” here on Substack or on the Instagram post and I’ll choose one commenter at random. No purchase necessary. The giveaway is open from the time this post drops until Friday March 7th at 11:59pm MST. You’ll be notified by Substack or Instagram DM. A Matter of Brand is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Thank you! This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit amatterofbrand.substack.com/subscribe [https://amatterofbrand.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_2]

Guest Pace: Pete Cooper from Coopah

Pete Cooper has been through some difficult times rife with grief and anguish and at times he almost didn’t make it. Despite the risk of an underlying medical condition he discovered running was critical for his mental health and, frankly, his survival. After starting a successful run club he found proper training to be such a barrier for most runners that he was inspired to do something about it. In 2022 Pete put together the bones of a run coaching app to bring the atmosphere of his run crew to a wider audience. He went all in, gave the app to his friends to test and then things got crazy. A viral marketing moment with 1,000 bananas earned Coopah a BBC news story and got him a call from the London Marathon where Coopah is now the official training partner. Pete had jumped on a rocket ship and is still riding the wave. I’m so inspired by Pete’s entrepreneurial story and found his energy to be completely contagious. Coopah boasts benefits for both runners and race events that they’ve shown lead to higher finish rates and a more enjoyable experience from 5k up to 100 miles. However, the triumph and passion within Pete’s journey and his savvy marketing and storytelling are surely a secret to Coopah’s success. PRIZE GIVEAWAY Enter for a chance to win a one year subscription to Coopah and a pair of the new Hoka Bondi 9. To enter, subscribe to MoB and comment COOPAH with your reason for running on this post before the end of February. The giveaway is open from the time this post drops until Friday 2/28 at 11:59pm MST. One winner will be chosen at random and contacted through DMs on Monday March 3rd. Please have your Substack DMs open! No purchase necessary. Guest Pace is a new series on MoB that explores a brand, business or topic in the running industry with a special guest. Paid MoB members can submit questions via the member chat. This post is a paid partnership with Coopah.Learn more about Coopah at coopah.com This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit amatterofbrand.substack.com/subscribe [https://amatterofbrand.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_2]