Five Amazing Brands Added To The Family
Exciting news on the home front as our parent company, Pocket Outdoor Media (POM), has added five amazing brands to the family: Outside magazine, Outside TV, Gaia GPS, athleteReg, and Peloton Magazine. And we are changing our parent company name from Pocket Outdoor Media to Outside.
A major acquisition was announced today by Warren Miller Entertainment's parent company Pocket Outdoor Media (POM), as well as a rebrand. In June, Warren Miller Entertainment was acquired by POM along with our sister brands SKI, Backpacker, Climbing, the Fly Fishing Film Tour and more. Today, with the new additions of Outside magazine, Outside TV, Gaia GPS, athleteReg, and Peloton Magazine, our new company becomes the world’s leading creator of active living content, experiences, travel, and services.
This is great news for every cyclist, climber, hiker, yogi, skier, and chef who can now find every kind of wellness, adventure, and endurance storytelling imaginable, along with events and tools that make participation easier, safer, and more satisfying.
“Adding these businesses to our portfolio and rebranding Pocket is a transformative moment for us,” says Robin Thurston, CEO of Outside. “Together with our other category-leading properties—SKI, Yoga Journal, Backpacker, Trail Runner, VeloNews, Climbing, Warren Miller Entertainment, Roll Massif, FinisherPix, Fly Fishing Film Tour, and more—these brands make our new company the world’s leading creator of active living content, experiences, travel, and services."
“Everything we do is driven by a belief that a hike, run, ride, or yoga practice can change your life, and these new brands will help us fulfill our mission to build the world’s best consumer experience across a wide range of activities. Each of these brands brings unique and powerful strengths to our network,” Thurston added.
“The incredible reputation and relevance of the Outside brands across multiple lifestyle categories made our decision to change our company’s name a logical choice. Meanwhile, Gaia GPS and athleteReg significantly boost the ways we facilitate participation through best-in-class tools and services. And as a lifelong cyclist, I’m personally thrilled to welcome Peloton, one of my go-to reads for its evocative celebrations of the sport. With these moves, we can now deliver world-class content 24/7 to almost every home in America across every platform, screen, and device. My team and I are deeply honored to help write the next chapter for these iconic businesses.”
The deals create a platform whose scale across television, mobile, desktop, and print is unparalleled in the outdoor, endurance, fitness, and wellness markets.
“Like Robin, I’ve always believed in the power of great storytelling,” said Larry Burke, founder, Chairman, and Editor-in-Chief of Outside Integrated Media, which reaches 38 million people a month across all platforms. “When we published our first issue of Outside magazine in 1977, we helped give birth to what is now a $887 billion outdoor industry, and we’ve been pioneering the art of adventure ever since. Our stories have won awards in print, video, and film, and we’ve inspired millions of people to ‘live bravely.’ It’s everything I could’ve wanted to do with my life, and I’m delighted to find such a good home for Outside among POM’s outdoor brands.” Burke, who won the Outdoor Industry Association’s Lifetime Achievement Award in 2019, is set to tackle his next project—a book about his life—while continuing to pursue his passion for living an active outside life.
The new businesses will continue operating out of their existing locations and will immediately begin working on a range of synergies that the company’s technology platform makes possible. Most significantly, the acquisitions bring new benefits to the company’s Active Pass membership, a fast-growing, $99 per year offering that gives consumers access to hundreds of dollars in value in the form of premium digital content, access to 47 films from the Warren Miller library, print subscriptions, event access and photography, books, gear discounts, a personalized feed, and interactive experiences with editors, pro athletes, coaches, and other experts.
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