Seth LaReau didn’t set out to build a media brand. He set out to create something he wished existed.

Seth is the writer behind Trailwaves, a newsletter exploring the business, economics, and culture of trail and ultra running. With a background in finance and accounting, he brings a different lens to the sport, one that blends data, curiosity, and lived experience in the trail running community.

Jon and Seth talk about what it actually looks like to build something from the ground up while working a full-time job, and how to think about audience, value, and monetization without losing trust.

Jon chats with Seth about:
• using a finance background to analyze the trail running industry
• building Trailwaves and finding the intersection of passion and expertise
• imposter syndrome and why it often signals growth
• creating content through curiosity instead of authority
• the evolving media ecosystem in trail running
• how to think about monetization without compromising authenticity
• brand partnerships, affiliates, and delivering real value to an audience
• investing in the outdoor industry and where the opportunity exists
• building a business slowly and intentionally over time

Stay connected:

Follow Seth on Instagram: https://www.instagram.com/seth_lareau/

Follow Trailwaves on Instagram: https://www.instagram.com/trailwavesrun/

Subscribe to the Trailwaves Newsletter on Substack here.

This episode is supported by:

⁠The Huddle⁠: If you’re at the point where going at it alone isn’t working or you’re ready to level things up in your business, go to https://findmyhuddle.com/ and fill out the application

⁠Popfly⁠: If you’re a brand trying to reach outdoor, travel, and adventure audiences, Popfly is where to do it. It connects you with the largest communities of adventure creators and handles the entire process from start to finish. To learn more:

⁠Creators click here: https://popf.ly/longrunlabscreators⁠.

⁠Brands click here: https://popf.ly/longrunlabsbrands⁠

seth lareau