October updates: loss, healing, and new beginnings

This month’s newsletter is a bit delayed, as I was hoping to write this update following an epic half-marathon race at Boulderthon. Instead, we had to say goodbye to our amazing pup Alfie that weekend, so my priorities shifted quite a bit! 

First - I’m taking all advice and guidance y’all are willing to share on grief. There’s a gaping hole in my heart that hurts every time I get up from my desk and don’t see him staring up at me, waiting for a head scratch or lunch. 

What is crazy to realize every time something bad happens is that… life continues. While it might feel impossible in the moment, each day gets a little more bearable. And then all of a sudden it’s a week later and you can’t even believe it. 

I didn’t follow a running plan last week, and just let my body move when it wanted to. I biked more than usual and did a few point-to-point adventures both on foot and on the bike. 

October brings a trip to Durango, CO, for the Outdoor Media Summit, where I’m speaking on "tech tools for marketers" and how to create strong partnerships. I’m also pretty excited to get out to a part of the state I’ve never been before. If you have any tips on Durango, let me know!

October also brings a new sponsor: Janji! I’ve loved the brand since I first met them in 2014 or so back in Boston. Their half tights are amazing - they’re what I ran the Grand Traverse in (just pure comfort and no chafe for 9+ hours!), and I highly recommend them. You can use the code FTLR for 10% off their site, and make sure to select “FTLR” as how you heard about them after checking out! 

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

How Lagoon is Revolutionizing Sleep for Athletes with Ryan Hurley

Ryan Hurley never expected to become “the pillow guy.” A Division I swimmer at the University of Virginia and two-time Olympic Trials finalist, his early life revolved around the pool. After college, he spent ten years climbing the ranks at NBC Sports, working on Olympic coverage and major rights deals. But in the quiet mornings—many spent waking up at 4:15 a.m. for practice—he realized how essential sleep was to both recovery and performance.

When another pillow failed him, he wondered why athletes would spend $5,000 on a cold plunge or the latest gadget but just $20 on the one thing they spend a third of their lives on. That question turned into Lagoon, a sleep and fitness business now helping athletes optimize their rest with personalized pillows and recovery products.

Why Pillows?

The idea for Lagoon came from frustration. After yet another disappointing pillow purchase, Ryan started asking questions: Why were people treating such an important product as disposable? Why wasn’t anyone marketing sleep gear with the same intentionality as running shoes or nutrition?

Lagoon launched with the idea of personalization. Instead of selling one-size-fits-all products, the brand built a quiz that matches customers with the pillow best suited to their sleep style. That quiz became a breakthrough: customers loved the tailored approach, returns stayed below 5%, and word spread quickly through the running community.

Finding the Right Market

At first, Ryan tried to market Lagoon broadly, targeting mommy bloggers, interior designers, and anyone who might buy pillows. The results were underwhelming. The turning point came when his friend, professional runner Cory McGee, posted about Lagoon. Suddenly, sales converted at a higher rate, and Ryan realized he needed to focus on the community he knew best.

From there, Lagoon partnered with athletes and creators like Lindsay Hein, Kiera D’Amato, and Dakota Lindwurm. By staying close to the running and endurance sports audience, the brand built credibility and loyalty that other pillow companies couldn’t touch.

Sleep as Performance

One of Lagoon’s biggest messages is that sleep is performance. In the past, “I’ll sleep when I’m dead” was considered a badge of honor, especially in high-pressure environments like finance or medicine. But athletes know better. Eight hours of quality sleep is now seen as a flex, proof that you value recovery as much as training.

Lagoon wants to make sleep optimization as fundamental to training as tempo runs or long rides. By reframing the pillow as performance equipment, not just bedding, the company is changing the conversation around rest.

Lessons in Brand Building

Ryan has learned that brand matters as much as product. A pillow is not glamorous, but the story around it can be. Lagoon leans into community partnerships, authentic athlete stories, and email campaigns that educate people about sleep rather than hard-selling them on products.

The brand’s 14-day email welcome flow, for example, focuses on sleep science—deep sleep, REM cycles, and bedtime routines—so customers associate Lagoon with trusted knowledge, not just sales. By the time they’re ready to buy, they already feel connected to the brand.

Partnerships and Growth

Lagoon has experimented with partnerships ranging from giveaways with Oura to challenges like “Eight by Eight” (eight miles of running and eight hours of sleep for eight days). Ryan believes collaboration is the key to competing with larger, better-funded companies. By aligning with brands like Previnex or working alongside podcasts and running clubs, Lagoon taps into networks where athletes already trust the messenger.

These partnerships help reduce customer acquisition costs while strengthening brand affinity. As Lagoon grows, Ryan hopes to expand into more product categories that reinforce the brand’s mission: helping athletes sleep better to perform better.

Looking Ahead

Ryan doesn’t see Lagoon as just a pillow company. He envisions a sleep and fitness brand that can stand alongside the biggest names in recovery and performance. For now, his focus is on building credibility, serving his community, and proving that even a humble product like a pillow can change the way athletes train, race, and recover.

You’re not going to want to miss this one 👇

Return to Ultra 👟

It’s been a month since my final Ultra of the year, the Grand Traverse, and wow, what an experience! I put together a video to take you with me through the race.

Check it out 👇

To keep you running for the long run 👇

Thanks to our major sponsors this month, Shokz, PUMA, Hyperice, Boulderthon, Tailwind, Eternal, Superfiliate, 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:

1. BonkBreaker - These are my FAVORITE energy chews, they taste incredible. Get yours directly from the company here or on Amazon here and get 20% off when you use those links!

2. SaltStick FastChews - Get your chewable electrolytes directly from SaltStick here or on Amazon here and get 20% off when you use those links!

3. Skratch Labs - Get all your sports nutrition and hydration needs at Skratch. Use code FTLRPOD for 20% off.

4. Huron - The best men's soap and hygiene products. 15% off at this link!

5. Ketone-IQ - 30% off your first order!

6. 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.

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

8. 1Password: need better protection for all your important passwords? Try 1Password for 14 days on us by using this link. 

9. velofix/AVT bike: whether you're looking to purchase a bike, upgrade your current bike, or just add some parts, use FTLR for 10% off.

10. BOCO Gear: FTLR for 15% off website orders on the retail site.

11. BetterHelp - Use the code FTLR at this link for 10% off your first month.*
    *As a BetterHelp affiliate, we may receive compensation from BetterHelp if you purchase products or services through the links provided.

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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