Lloyd Kempson shares his experience with Matt as they explore the evolving role of athletes as media brands in the age of social media.

As social media lead at the European Athletics Championships 2026, Lloyd has a comprehensive understanding of how platforms reshaping the way that audiences consume sport – athletes are no longer just competitors. They are content creators, storytellers and brand builders.

Matt and Lloyd also discuss how social media has changed the sponsorship landscape, why authenticity matters more than ever and how athletes can build meaningful partnerships without compromising who they are.

The conversation dives into the commercial realities of modern sport, from strategic collaborations that help promote events to the shift away from traditional sponsorship models. At its core, this episode is about long-term thinking, personal development and building a brand that reflects genuine values rather than short-term trends.

Whether you're an elite athlete, aspiring professional or building a business in the sports industry, this episode offers practical insights into navigating partnerships, creating content and growing a sustainable personal brand.

Matt speaks to Russ Jefferys - previously Chief Executive Officer of parkrun - to explore how parkrun transformed sports participation in the UK and what it teaches us about community, health and the future of sport.

Together, they discuss how parkrun grew from a simple idea into a nationwide movement that reshaped how people engage with running, community sport and mass participation events. The conversation highlights the shift away from purely competitive sport towards inclusive, community-driven experiences where showing up matters more than finishing time.

Matt and Russ explore the powerful role of community, the rise of informal sports groups and how initiatives like social prescribing are integrating physical activity into healthcare. They also examine how government policy, data and investment in facilities will shape the future of sports participation, not just in running but across paddle sports and other emerging grassroots movements.

“It’s fine to walk at a parkrun.”
“Community can’t be manufactured.”
“Social prescribing is a powerful tool.”

Whether you're passionate about running, involved in sport or interested in public health and participation trends, this episode offers insight into how sport is evolving and why inclusivity and wellbeing are at the centre of it.

In the first episode of Running the Business, host Matt Wood - co-founder of RunThrough - explores the powerful connection between running, entrepreneurship and personal development.

Drawing from his background in elite athletics and years of building a successful endurance events business, Matt shares how the discipline of running has shaped his mindset, leadership style and approach to sustainable growth.

From long-term thinking and trusting the process to learning from failure and building the right environment, this episode uncovers the parallels between the track and the boardroom.

Whether you're a runner, entrepreneur, coach or someone striving for consistent improvement, this conversation is packed with practical insights on motivation, resilience and building something that lasts.

“You have to think in cycles.”
“Trusting in the process is crucial.”
“The environment you work in matters.”

If you're interested in business, running, coaching, entrepreneurship and high performance, this podcast is for you.