Women in Sports Media and Running Storytelling w/ Ashley Mateo and Olivia Witherite
The Running Explained Podcast
Financial Support for Women’s Media
Ashley argues that subscriptions, sponsors, and investment are necessary to pay creators and grow women's running coverage.
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.
Are you part of a Run Club that has helped you feel included. One that is giving back to it's community and making it a better place. One that has helped you love running more? We want to feature some of the run clubs who are doing just that, making running a better place in their communities. So submit your run club here at this link Run Club Submission
(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.
Email - Hello@runningexplained.com
🚨 1:1 COACHING SPOTS OPEN NOW
🚨Ready to finally train with a plan that’s built around YOU
✅ Personalized training
✅ Weekly support + adjustments
✅ Strategy, structure, and accountability
✅ Expert coaching to help you actually hit your goals
Not ready for a 1:1 Coach
📝PDF Training Plan Templates available
🤝Group Coaching, Strength Training and Unlimited access to
all Training Plans available in The Run Club App
Learn more about all of this at RunningExplained.com
The AI-powered Podcast Player
