Outdoor Media Summit, running again, and what’s next

Hello from 30,000 yet again! ✈️

I’m headed home from Outdoor Media Summit, an industry show for brands/creators/media in the outdoor space. The outdoor demarcation is interesting because, unlike a show like TRE* (The Running Event), it includes biking, hunting, fishing, camping, hiking, and all the other things people do outdoors. 

I’ll go into a deeper dive on my takeaways over on Substack, where I’ve been posting more about the business of the outdoor industry, similar to the podcast conversations I’ve been having on Long Run Labs. If you’re interested in that, check it out here!

My own running has been trending back up, but mostly due to running with friends as much as possible. We said goodbye to Alfie about a month ago, and it was the hardest thing I’ve ever experienced, to say the least. 

I’ve been able to manage 50-mile weeks the last two weeks, and without having a goal race or specific training purpose in mind, I feel pretty good about hovering around there for a bit.

I just did the Performance assessment with Eternal, a company that has been sponsoring FTLR and for which I’ve been consulting, and a VO2 max + lactate ramp test out in San Francisco a couple of weeks ago. It was a really cool way to learn my VO2 max (63.3! higher than any wrist-based reading I’ve ever had) and better dial in training zones, particularly since I do a lot of work at threshold/LT2. Eternal launched PCP coverage for residents of 11 states a couple of weeks ago, and it has been really awesome talking with runners who have been fed up with their prior experiences with One Medical or other PCP options because their doctor/care team didn’t understand them as an athlete. If you’re curious about that, reply back, and I’m happy to chat. This experience in consulting has been really fun and rewarding; it’s both strategic and execution/doing of the strategy, which I really enjoy.

Before we head into the thick of Thanksgiving and the holiday season later this month, I just want to share my appreciation for all of you subscribing to this newsletter/following along on the podcast and social. I took a giant leap in leaving my full-time job six months ago to focus on creating more content that I wanted to see exist, and to also help support others in the space. Financial support from brand partners helps to make it possible (something’s gotta pay the bills!), and y’all’s support of those brands keeps this whole thing spinning.

I’ve enjoyed the brand partnership work so much that I organized a podcast collective for 20 total podcasts and am helping to bring more non-running related brands into the sponsorship space. In the meantime, we’ve done deals with running brands like AmazFit, TrainingPeaks, Tailwind, Boulderthon, and others. 

So, thanks for being here. Next month’s update will be much more running-related, but I’m curious to know what it is that makes you open and read these newsletters!

*I’m headed to TRE later this fall… let me know if you’ll be there!

— Jon Levitt, Host and Creator of For The Long Run 

From Side Hustle to Movement

Lloyd’s path to entrepreneurship didn’t follow the typical startup playbook. Garage Grown Gear began as a side project, born out of his curiosity about why small, brilliant outdoor companies struggled to reach customers. He noticed that while innovation thrived in basements and garages, visibility did not. There was a gap between passionate creators and the larger outdoor community who would love their products if only they knew about them.

Instead of waiting for someone else to fill that gap, Lloyd built the bridge himself. Garage Grown Gear launched as an online marketplace spotlighting independent outdoor brands. It quickly became more than a store, it became a movement.

The Power of the “Garage Brand”

The company’s name is a nod to the origin stories of the brands it supports. Most started in literal garages: sewing ultralight packs on secondhand machines, designing tents in home offices, or handcrafting camp stoves after work. For Lloyd, that scrappy energy represents the heart of the outdoor industry: people solving problems for the pure love of adventure.

Garage Grown Gear exists to amplify those voices without compromising their authenticity. Each brand listed on the site is hand-selected for innovation, craftsmanship, and values alignment. The result is a carefully curated ecosystem where both customers and makers feel seen.

Lloyd often describes the company as a “connector” rather than a retailer. Its role is not to own or control the narrative but to elevate it, helping small makers find their audience while maintaining creative independence.

Growing Without Selling Out

Scaling a community-first business is hard. The temptation to chase fast growth, mass distribution, or outside investment is always present, especially as demand rises. But Lloyd and his team have been deliberate in staying small enough to stay personal.

Every decision runs through the lens of mission alignment. If a partnership, marketing tactic, or business expansion threatens the trust they’ve built with small brands, it’s off the table. That discipline keeps Garage Grown Gear distinct in an industry that often prioritizes quarterly growth over long-term integrity.

Instead of competing with big retailers, Lloyd focuses on what they can’t do: tell real stories, offer personal service, and build relationships with both customers and makers. The company measures success not just in revenue, but in the number of small brands that grow sustainably through their platform.

Lessons in Ethical Entrepreneurship

Running Garage Grown Gear has reinforced for Lloyd that growth and ethics can coexist, but only with intentionality. Building an honest business requires daily choices: how to price fairly, how to feature brands equitably, how to maintain transparency with customers, and how to ensure sustainability in both product and practice.

He believes small business owners have an opportunity to model what ethical capitalism can look like. It’s not about rejecting profit; it’s about aligning it with purpose. For Garage Grown Gear, that purpose is to make the outdoor industry more diverse, innovative, and accessible by giving smaller players a voice.

The Role of Storytelling

Garage Grown Gear doesn’t just sell products, but stories. Each brand featured on the site has a narrative behind it: a backpacker designing the pack they wish existed, a thru-hiker developing better ultralight food, a climber building gear in their garage to fund the next trip.

Lloyd understands that storytelling is the emotional bridge between innovation and trust. Customers don’t just want gear — they want meaning. They want to know that their purchase supports creativity and passion rather than corporate mass production.

That’s why every product page, blog feature, and newsletter on Garage Grown Gear highlights the human element behind the gear. The company’s content builds community as much as it builds sales.

Building a Business That Feels Like the Trail

Lloyd’s leadership philosophy mirrors the rhythm of the trail: pace yourself, stay present, and help others along the way. Just as runners share snacks, stories, and encouragement on long climbs, he believes businesses should operate collaboratively rather than competitively.

That sense of shared purpose shows up in Garage Grown Gear’s team culture. The staff includes outdoor enthusiasts, small business advocates, and makers themselves. Decisions are collaborative, successes are celebrated collectively, and failures are treated as learning opportunities.

In Lloyd’s view, running a business should feel less like climbing a corporate ladder and more like completing a multi-day trek: challenging, meaningful, and never done alone.

Looking Ahead

Garage Grown Gear continues to evolve, but its mission remains the same: to uplift the small, independent brands shaping the outdoor industry’s future. Lloyd knows the company will never be the biggest retailer—and that’s the point. Its strength lies in staying nimble, values-driven, and human.

As the outdoor industry continues to consolidate and commercialize, Garage Grown Gear stands as proof that doing things differently still works. For Lloyd, success is simple: helping good people make great gear, and reminding everyone that big change often starts in a small garage.

Give this one a listen 🎧

Leadville in the Winter ❄️

People know allllllll about Leadville in the summer: the 14ers, the 100-mile races, and shoppers lining up at Melanzana. But a lot of people don’t know how much Leadville has to offer in the winter too.

This is your sign to book a winter getaway to Leadville this year 👇

To keep you running for the long run 👇

Thanks to our major sponsors this month, PUMA, Boulderthon, Tailwind, Eternal, Superfiliate, Janji, and Tifosi. By supporting our sponsors, you are supporting the show and the whole team behind it. Y'all are the best!

More goodies we love 👇

As a newsletter subscriber, you get any of the discount codes and special promos that we work out with our partners:

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8. Sidekick: want a great recovery tool for you to prevent injuries in your training? Check them out to support the show. Or take the tool quiz to get $5 off.

9. Running Warehouse: if you want to support the show, use this link to get all your running shoes.

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About Jon Levitt and For The Long Run

Jonathan is a runner, cyclist, and podcast host from Boston, MA, who now lives in Boulder, CO. For The Long Run is aimed at exploring the why behind what keeps runners running long, strong, and motivated.

Follow Jon on Instagram, LinkedIn, Threads, and Twitter.

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