Athletes vs Influencers

Allison Lynch is a marketing and communications executive with 12 years of experience. This has included roles as Sr. Marketing Manager, US & Global Running and Coros and Senior marketing manager, running & women’s performance at Whoop.  She joins us to discuss athletes vs influencers following a piece she wrote recently.  (00:00) Introduction (03:03) David’s Training (06:00) Xylon’s Documentary Work (11:52) Interview Starts (13:10) How did Allison get into Marketing?  (14:27) How did Allison End up Joining Whoop?  (18:14) How did Allison Start Working with Coros?  (20:58) What was Whoop’s Initial Strategy? (26:07) How do Brands Think About Elite Athletes vs Influencers?  (29:23) What is the Strategy Allison Used with Elite Athletes to Create Campaigns?  (33:08) What are the Ethics of Influencers?  (37:28) Why Do People Relate to Infleuncers?  (42:00) What Are Elites vs Influencers Earning  (43:20) What Do Companies Value from Elite Athletes?  (46:16) What Would a Company Expect in Return from an Influencer?  (50:33) Are We Seeing A Reduction in Influencer Marketing?   (54:25) Where is Sports Marketing Heading?  (63:22) Solving Elite Running’s Marketing Problem (69:35) Advice for Athletes Working with Brands (78:20) Outro and Review  Thanks to Precision Fuel and Hydration for their sponsorship, use the link below to get 15% off your first order and support the podcast:  https://visit.pfandh.com/theonepercentbetterpodcast If you’re unsure how which products to use or how to plan your race nutrition check out Precision’s Fuel & Hydration Planner (if you follow this you will have your discount applied automatically on your first order too):  https://visit.pfandh.com/onepercentfuelplanner Links to Allison:  Instagram: @allimary_ Website: https://www.allisonmary.com/  Article on Athletes vs Influencers https://amatterofbrand.substack.com/p/influencers-vs-athletes-the-bubble  Submit topics, feedback or questions to us on Instagram via DM or to the email address: [email protected] Follow us on Instagram: https://www.instagram.com/onepercentbetterpod?igsh=MW1tcGM4MHQ4bm5oaw==  Follow us on X: @PodOnepercent  Join the Strava Group: https://www.strava.com/clubs/onepercentbetterpod  Royalty Free Music from Tunetank.com Track: Trendy Style by PillowVibes https://tunetank.com/track/1027-trendy-style/