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Pocket Outdoor Media Acquires Three Divisions from Active Interest Media

July 1, 2020


Since I joined Pocket Outdoor Media as CEO last August, we have made a number of investments in the business. Most notably we added to our editorial staff, acquired the Roll Massif cycling events series, and closed a seed fundraising round that advanced the development of our digital experiences, launched in April.

Today I am excited to announce another major investment to the business with the acquisition of the Healthy Living, Fitness, and Outdoor divisions of Active Interest Media (AIM).

Included in the AIM acquisition are 16 iconic brands, some of which date back over 50 years: Yoga Journal, SKI, Climbing, BACKPACKER, Warren Miller Entertainment, Oxygen, IDEA Health and Fitness Association, Clean Eating, Vegetarian Times, Better Nutrition, NatuRx, Muscle & Performance, Nastar, Fly Fishing Film Tour, National Park Trips, and SNEWS.

The AIM brands will join Pocket Outdoor Media’s stable of endurance sports brands: VeloNews, Women’s Running, Triathlete, PodiumRunner, Bicycle Retailer & Industry News, VeloPress, and Roll Massif.

The acquisition brings together best-in-class brands, diversifying Pocket Outdoor Media’s platform and allowing us to better serve the active lifestyle enthusiast as well as our media and strategic partners. The expanded business will continue to focus on putting the needs of our readers first by delivering content and experiences across the wide range of activities they are passionate about—not just running, cycling, and triathlon.

The strength of these collective brands positions us to build the premier active lifestyle media destination to meet the needs and interest of our readers on a daily basis, whether they’re beginners or experts—looking for a training plan, healthy recipe, event coverage, nutrition advice, injury prevention and more.

Our mission is, and will continue to be, to inspire people to do the activities they love—yoga, cycling, cooking, skiing, running, swimming, hiking, or climbing—with greater enjoyment and knowledge.

The future of Pocket Outdoor Media is bright and I look forward to the next 12 months as we integrate these amazing brands to deliver best-in-class content and experiences. Please join me in welcoming the Fitness, Outdoor, and Healthy Living teams from AIM to the Pocket Outdoor Media family.

Thanks for your continued support and I hope to see you at an event or out on the road.

Be healthy and stay safe,

Robin Thurston
CEO, Pocket Outdoor Media

FULL PRESS RELEASE

Pocket Outdoor Media (POM), the leading endurance sports media platform, today announced the acquisition of the Healthy Living, Fitness, and Outdoor divisions of Active Interest Media (AIM), one of the world’s largest enthusiast media companies. The acquisition by POM coincides with the closing of their Series A investment from JAZZ Venture Partners, a global investment firm based in San Francisco, with participation from NEXT VENTURES, and Zone 5 Ventures.

Included in the AIM acquisition are: Yoga Journal, SKI, Climbing, BACKPACKER, Warren Miller Entertainment, Oxygen, IDEA Health and Fitness Association, Clean Eating, Vegetarian Times, Better Nutrition, NatuRx, Muscle & Performance, Nastar, Fly Fishing Film Tour, National Park Trips, and SNEWS.

The AIM brands will join POM’s existing stable of endurance sports brands: VeloNews, Women’s Running, Triathlete, PodiumRunner, Bicycle Retailer & Industry News, VeloPress, VeloSwap, and Roll Massif, a recently acquired event production company that produces a series of eight iconic Colorado cycling events.

The acquisition brings together best-in-class brands, diversifying POM’s media platform and allowing them to better serve active lifestyle enthusiasts and their media partners. The expanded business will continue to focus on putting the needs of its readers first, delivering content and experiences across the wide range of activities they are passionate about.

“The strength of these collective brands positions us to build the premier active lifestyle media destination to meet the needs and interest of our readers on a daily basis, whether they’re beginners or experts—looking for a training plan, healthy recipe, event coverage, nutrition advice, injury prevention and more,” said Robin Thurston, CEO of Pocket Outdoor Media. “Our mission is to inspire people to do the activities they love—yoga, ride, cook, ski, run, swim, hike, climb—with greater enjoyment and knowledge.”

In an evolving media landscape, POM will become the hub for active lifestyle enthusiasts looking to live a balanced and healthy lifestyle. The first phase of their Active Pass membership program was recently launched with perks that include a wide range of premium content, VeloPress books, magazine subscriptions, Roll Massif event access, and training plans through a strategic partnership with Today’s Plan.

“The synergies of these iconic brands, some of which have been around for over 50 years, uniquely enables Pocket Outdoor Media to deliver an integrated experience never seen before,” said John Spinale, managing partner at JAZZ Venture Partners. “They have already developed a personalized newsfeed and membership experience that allows readers to access content across the POM brands, and it will only be bolstered as they add the AIM businesses to the experience.”

“After getting to know Robin and the Pocket Outdoor Media team, it was clear that we share a great commitment to the communities we serve in Outdoor, Fitness, and Wellness. Our alignment around our shared values, strategy, and Boulder location made this a natural fit for our people and brands. Pocket’s new technology platform unifies, personalizes, and syndicates the best content around the customer journey. Combining their personalization platform with their membership strategy felt like a home run for the brands and team members of AIM’s Outdoor, Fitness, and Active Lifestyle divisions,” said Andy Clurman, CEO of Active Interest Media.