In this conversation, Sam breaks down the reality behind startup fundraising, Y Combinator, venture capital pressure, founder psychology, and why AI is reshaping the future of sport and live experiences. From raising early money through SEIS/EIS, to learning how VCs really think, to deciding when to pivot and when to stay true to the mission, this is a candid look at what it actually feels like to build at high speed.

Sam also shares why most founders misunderstand venture funding, how to handle investor pressure, what makes AI different from past hype cycles like crypto and virtual events, and the advice he’d give to anyone starting a business in sport today.

He talks openly about the mental side of leadership too — from anxiety and pressure to decision-making, ambition, and building a company without losing sight of the life you actually want to create. It’s an honest conversation about growth, trade-offs, and staying clear on the bigger picture.

Chapters
00:00 What people misunderstand about venture-backed companies
01:50 Raising early capital in the UK with SEIS/EIS
04:42 Getting into Y Combinator and lessons from Sam Altman
05:51 The pressure and expectations of serious VC backing
07:07 What YC taught about competition, luck, and top founders
08:22 What investors actually bring beyond capital
13:24 What happens when growth slows and investors get aggressive
13:54 Should every founder take venture capital?
17:47 The emotional reality of building under investor pressure
18:35 How to choose whose advice to listen to
24:27 Balancing founder vision with VC expectations
25:39 Why AI matters more than crypto or virtual events
31:12 How AI is changing event technology and operations
35:09 Going all-in on AI without “burning the boats”
40:16 Why AI automation matters more than small marketplace gains
42:45 Advice for founders starting a business in sport today

Mike Perls MBE, Chief Brand Officer at SIS, shares his expert insights on what it takes to build and maintain a credible sports nutrition brand in a fiercely competitive market.

SIS has been a pioneer in the category, and in this interview, Mike dives deep into the pillars of their long-term success:

The Power of Heritage: Discover how leaning on a rich history and being category creators gives Science and Sport an undeniable advantage ("We stand on the shoulders of giants").

The Non-Negotiable Role of Science & Trust: Learn about the rigorous testing, compliance, and university collaborations that ensure consumer confidence and athlete safety.

Strategic Partnerships: Understand the role of authentic athlete endorsements, professional team partnerships, and scientific research in driving brand credibility.
Future of Performance: Mike shares his view on upcoming trends in performance nutrition and the critical need for consumer education in mass participation sports.

If you're a founder, marketer, or sports enthusiast, this is essential viewing for understanding how scientific rigor and authentic storytelling drive long-term brand equity.

In the competitive world of sports marketing, brands must find their unique voice and strategy to stand out. Dan Southam, a seasoned marketer at Suunto, shares his journey and the brand’s approach to positioning itself against industry giants like Apple and Garmin. With over 90 years of heritage, Suunto combines authenticity with a community-focused mentality to connect with athletes and adventurers alike.

Suunto’s approach to sports marketing highlights the importance of authenticity, community engagement, and a clear brand message. By understanding their audience and positioning themselves as a dedicated sports watch brand, Suunto successfully competes with industry powerhouses. Their innovative strategies, including open app integration and community partnerships, not only enhance customer loyalty but also ensure that the brand remains relevant in the ever-evolving sports landscape.

Lloyd Kempson shares his experience with Matt as they explore the evolving role of athletes as media brands in the age of social media.

As social media lead at the European Athletics Championships 2026, Lloyd has a comprehensive understanding of how platforms reshaping the way that audiences consume sport – athletes are no longer just competitors. They are content creators, storytellers and brand builders.

Matt and Lloyd also discuss how social media has changed the sponsorship landscape, why authenticity matters more than ever and how athletes can build meaningful partnerships without compromising who they are.

The conversation dives into the commercial realities of modern sport, from strategic collaborations that help promote events to the shift away from traditional sponsorship models. At its core, this episode is about long-term thinking, personal development and building a brand that reflects genuine values rather than short-term trends.

Whether you're an elite athlete, aspiring professional or building a business in the sports industry, this episode offers practical insights into navigating partnerships, creating content and growing a sustainable personal brand.

Matt speaks to Russ Jefferys - previously Chief Executive Officer of parkrun - to explore how parkrun transformed sports participation in the UK and what it teaches us about community, health and the future of sport.

Together, they discuss how parkrun grew from a simple idea into a nationwide movement that reshaped how people engage with running, community sport and mass participation events. The conversation highlights the shift away from purely competitive sport towards inclusive, community-driven experiences where showing up matters more than finishing time.

Matt and Russ explore the powerful role of community, the rise of informal sports groups and how initiatives like social prescribing are integrating physical activity into healthcare. They also examine how government policy, data and investment in facilities will shape the future of sports participation, not just in running but across paddle sports and other emerging grassroots movements.

“It’s fine to walk at a parkrun.”
“Community can’t be manufactured.”
“Social prescribing is a powerful tool.”

Whether you're passionate about running, involved in sport or interested in public health and participation trends, this episode offers insight into how sport is evolving and why inclusivity and wellbeing are at the centre of it.

In the first episode of Running the Business, host Matt Wood - co-founder of RunThrough - explores the powerful connection between running, entrepreneurship and personal development.

Drawing from his background in elite athletics and years of building a successful endurance events business, Matt shares how the discipline of running has shaped his mindset, leadership style and approach to sustainable growth.

From long-term thinking and trusting the process to learning from failure and building the right environment, this episode uncovers the parallels between the track and the boardroom.

Whether you're a runner, entrepreneur, coach or someone striving for consistent improvement, this conversation is packed with practical insights on motivation, resilience and building something that lasts.

“You have to think in cycles.”
“Trusting in the process is crucial.”
“The environment you work in matters.”

If you're interested in business, running, coaching, entrepreneurship and high performance, this podcast is for you.