Niche Pursuits Podcast: Find Your Next "Niche" Business Idea!

How This "Gear Nerd" Grew an 8-Figure Media Brand

Apr 17, 2024

Stephen Regenold, a digital media success story, talks about growing an 8-figure media brand by focusing on revenue models, SEO strategies, and creating viral content like coining the term 'lumbersexual'. He shares insights on engaging audiences through influencers, successful acquisition strategies, and the surge in outdoor activity demand during the pandemic.

49:20

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Quick takeaways

Successful revenue models are crucial: direct ad sales, affiliate commerce, and SEO strategies.

Strategic acquisitions and content-rich websites lead to a unified network for outdoor lifestyle content.

Deep dives

The Success of the Term 'Lumbersexual'

The podcast discusses the term 'lumbersexual' which gained immense popularity. Coined as a mix of 'metrosexual' and 'lumberjack', it resonated in various media outlets like GQ and Oprah, amassing around 400 million views. This cultural phenomenon marked a significant moment for the brand, showcasing the power of zeitgeist in media.

Introduction

2min

Transition from Journalist to Media Company Owner in the Outdoor Adventure Space

3min

Transitioning from Newspaper Columns to Online Success

4min

Evolution and Virality: The Gear Junkie Story

16min

Building Successful Digital PR Links for a Fitness Client

2min

Navigating Influencer Marketing and Brand Development in the Outdoor Industry

20min

Future Plans and Growth Strategies for a Media Brand

3min

Stephen Regenold is a true digital media success story.

Around 2010, when print media was starting to really feel the effects of the Internet, he decided to start his own outdoor blog.

Early in his online journey, Steven made wise decisions in the site's revenue model for direct ad sales, affiliate commerce, and SEO strategies.

These, combined with some viral luck when a term they helped coin was being considered for the Oxford Dictionary, helped the brand become a massive success.

(He also touches on how video content, from shorts to documentaries, played a crucial role in their strategy.)

Gear Junkie's achievements led to multi-million dollar revenue and partnerships with major brands, positioning the site and its editors as an influencer proposition. They engaged audiences through influencers like YouTubers and Instagram personalities, along with their SEO success.

In 2018, acquisition offers started pouring in, and Gear Junkie eventually sold to Lola Digital in 2020. Post-acquisition, the company rebranded as All Gear Digital, raising $40 million, making eight additional acquisitions, growing into an outdoor media conglomerate, and bringing back Stephen to help them grow.

This was well-timed as the outdoor industry saw surprising growth during the pandemic, with a surge of interest in outdoor activities and gear.

Stephen discusses how All Gear Digital's brands are doing today, providing numbers and sharing strategies for adding value to conversations and maintaining a unique voice in a competitive space. As a result of all this, you won't believe how long their dwell time on site is.

Ready to join a niche publishing mastermind, and here from industry experts each week? Join the Niche Pursuits Community here: https://community.nichepursuits.com

Be sure to get more content like this in the Niche Pursuits Newsletter Right Here: https://www.nichepursuits.com/newsletter

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Get SEO Consulting from the Niche Pursuits Podcast Host, Jared Bauman: https://www.nichepursuits.com/201creative

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