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Running The Business with Matthew Wood
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Running The Business with Matthew Wood

Author: Matt Wood

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Running The Business is a podcast about what it really takes to run it — whether that’s a business, a brand, a sport, or yourself.


Hosted by Matt Wood, co-founder of RunThrough - the worlds largest running event organiser - the show features conversations with people operating at the sharp end of sport, marketing, brand, and leadership - from elite athletes and founders to CMOs, CEOs, and community builders.


Across each episode, Matt explores the journeys behind the outcomes:

how people build participation pathways, create brand love through sport, scale communities, and perform under pressure — on the track, in the boardroom, and beyond.


Some episodes focus on Running the Business, others on Running the Sport or Running the Performance — but all are rooted in the same question:


How do you build something that lasts?


Whether you’re an athlete, a marketer, a founder, or simply someone curious about performance and purpose, Running The Business offers honest conversations, practical insight, and lessons drawn from the real world of sport.

15 Episodes
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In this episode, Darren Henry shares insights into British Cycling’s commercial transformation, exploring how storytelling, new initiatives and strategic partnerships can create opportunities for brands and communities. From working with major partners to developing programmes such as Sofa to Saddle, Darren explains why attracting sponsors starts with creating something relevant and valuable. He also discusses the shift from commercial leadership to wider organisational responsibilities, bala...
Lucy Austin shares her journey from athlete to sports marketing professional, with practical advice for graduates, content creators and anyone hoping to break into the industry. We explore the power of community, building an authentic personal brand and using social media to develop your reputation. Lucy also discusses balancing content performance with brand values, why in-person connections still matter and the skills that can help you progress in sports marketing. From getting involved bef...
A few useful moves from sport business this week. Who is paying, what they are buying, and how long that money lasts. 1. Front-of-shirt gambling ban and category risk 2. Saudi capital looking more selective 3. Community title deals that sit inside the event 4. AI buying the shirt as the product Full write-up: https://runningthebusiness.show/articles/sport-business-in-90-seconds-23-aug-2026 Running The Business https://runningthebusiness.show
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 key lessons fitness brands need to understand before entering new territories. Asia is often treate...
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 opportunities. Athletes today are more than just faces; they’re relatable stories that connect ...
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