Women in Sports Media and Running Storytelling w/ Ashley Mateo and Olivia Witherite
The Running Explained Podcast
Brand Responsibility in Creator Partnerships
Olivia urges brands to prioritize mission-fit creators over sheer follower counts for meaningful impact.
In this special Women’s History Month episode of the Running Explained Podcast, Coach Nick and Coach Amanda sit down with Ashley Mateo (RunHer Magazine) and Olivia Witherite (OnBase Collective) to explore the evolving landscape of women’s running and sports media.
They dive into storytelling in the sport, the rise of women-led platforms, and why representation, fair pay, and media coverage still need major progress. From building brands to navigating the influencer era, this conversation unpacks what’s working, what’s broken, and where women’s sports are headed next.
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(00:00) Introduction to Women in Sports
(03:33) Personal Journeys in Running
(06:14) The Shift from Participation to Influence
(09:19) The Importance of Print Media
(12:14) Building OnBase Collective
(15:07) Creating and Controlling the Narrative
(18:03) Financial Independence in Women's Sports
(20:50) The Role of Community Support
(23:47) The Popularity of Women's Running
(26:52) Camaraderie in Women's Running
(29:34) Frustrations in Running Media
(32:34) The Future of Women's Sports
(41:20) Media Literacy in Sports Content
(44:24) Gender Representation in Sports Media
(47:38) The Role of Influencers in Running Media
(50:19) Brand Responsibility in Sports Marketing
(51:04) Addressing Online Harassment in Sports
(54:29) Empowering Women in Sports Media
Olivia Witherite is an amateur runner and social media marketer in the running space based in Brooklyn. She took up running in her late 20s and hasn't looked back since. Currently, she runs with both the Brooks Running Collective and Dashing Whippets Running Team. She is the owner of On-Base Collective, a social media strategy and brand marketing agency, and currently is the head of content at ATHLOS, an innovative women's Track & Field league.
Ashley Mateo is the founder and editor of RUNHER Magazine. Her writing has appeared in The Wall Street Journal, Runner's World, and TIME. She is also a certified running coach based in Denver, CO.
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