In this episode, Matt Wood sits down with Tom Gilding (HYROX, ex-Runna) to break down what separates great partnerships from the ones that fall flat.

From identifying untapped opportunities in the athlete journey, to why leading with value beats hard selling every time, Tom shares real-world insights from working with global brands, major race events and community-driven activations.

They dive into:

• How to build partnerships that genuinely enhance the athlete experience
• Why most partnerships fail by focusing on inventory over outcomes
• The power of community, ambassadors, and authentic brand alignment
• What brands like Tinder, Lululemon and Runna got right
• The growing importance of in-person experiences in a digital-first world
• How to approach partnerships from both the sponsor and rights-holder side

Whether you're in sport, marketing, or building a brand, this episode is packed with practical lessons on creating partnerships that actually work.

🎧 Listen now and rethink how you approach partnerships.

Lewis Moses is a high-performance running coach and business owner, helping athletes and coaches grow through clear systems, strong values and long-term thinking.

In this conversation, he shares the parallels between coaching elite athletes and building a service-based business – from people management and leadership to patience, consistency and handling setbacks.

Lewis also talks about scaling a coaching brand, maintaining standards across a team, using routines like journaling and exercise to stay grounded, and why technology and AI should enhance great coaching rather than replace it.

A thoughtful discussion on performance, purpose and building something that lasts.

Chapters

00:00 Intro
00:18 What’s harder: coaching athletes or building a business?
01:46 What surprised Lewis most about starting a company
03:47 Patience, process, and long-term thinking in business
04:26 Sticking to the plan vs knowing when to pivot
06:35 How improving a business is like improving a runner
09:02 When Lewis realised the business needed systems
11:42 Building trust and consistency across multiple coaches
14:22 How to motivate athletes and employees who lose belief
17:13 Fear vs belief in performance and business
19:27 Resetting after setbacks, injuries, and difficult periods
22:36 Daily habits for long-term performance and resilience
25:12 Micro-recovery, structure, and avoiding burnout
26:26 Will technology and AI replace coaches?
28:29 Lewis’s advice for starting a service-based business
29:52 Outro

In this episode, Jo Agnew - Marketing Director at Lotus Bakeries/Trek - discusses the evolving consumer trust in food brands, the importance of brand positioning, and innovative marketing strategies in the competitive snack industry. Discover how Trek leverages community, taste, and strategic partnerships to stand out and build lasting brand loyalty.

Consumers today demand more than just a product, they seek brands that reflect their values and lifestyles. Jo Agnew emphasises that unlike 10-15 years ago, when consumers accepted brands at face value, today’s shoppers are curious about what goes into their food and what the brands stand for.

Building trust in food brands is a multifaceted endeavor that requires a deep understanding of consumer expectations, a commitment to quality and taste, and strategic marketing. As Jo Agnew illustrates, brands must adapt to the evolving landscape by being transparent, delivering on promises, and creating meaningful connections with consumers. By focusing on these aspects, brands like Trek can thrive in a competitive market and foster lasting loyalty among their customers.

Chapters

00:00 Consumer Trust in Food Brands

03:01The Evolution of Healthy Snacking

05:55 Building Brand Awareness and Connection

08:57 The Importance of Packaging and Design

12:07 Marketing Strategies for Challenger Brands

15:00 Balancing Performance and Everyday Use

17:47 Community Building and Brand Loyalty

20:49 Challenges of Scaling Brands

24:05 Future Innovations for Trek