Robin Thurston joins the ATN podcast to give his thoughts on how media brands can adapt to compete in the era of social media, streaming and AI

In the latest episode of Athletech News’ Unscripted podcast, Robin Thurston, the founder and CEO of outdoor lifestyle company Outside Interactive, joins co-hosts Edward Hertzman and Eric Malzone to break down the business of media in the digital age. 

Thurston, Hertzman and Malzone discuss how traditional media companies can position themselves to compete amid the rise of modern-day tools such as social media, streaming services and artificial intelligence (AI).

Thurston also shares how Outside Interactive is working to stay ahead of these trends by creating an integrated platform that extends beyond traditional media and into verticals like real-time tracking apps and online booking platforms. Watch this episode of “Unscripted” for unfiltered takes on the following:

  • The threat (and opportunity) platforms like TikTok and Instagram pose for traditional media companies
  • Is paywalled content a viable revenue strategy in 2025?
  • Creating content that keeps people engaged in an era of dwindling attention spans

Key Talking Points:

  • (0:00 – 8:29) The vision and mission of Outside Interactive
  • (8:29 – 17:00) Evolution of the media business
  • (17:00 – 21:31) Navigating the challenges of modern media
  • (21:31 – 29:43) Subscription models and consumer engagement
  • (29:43 – 32:24) The rise of social media and streaming services
  • (32:24 – 36:07) Future trends in health and wellness
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