RUN COMMUNITY MANAGER: HELPING TO CREATE THE IDEAL MICROBIAL ENVIRONMENT IN GOODR’S ECOSYSTEM
On season 3, episode 14 of CULTURE goodr, Stephen and Shaun climb to the top of Mt. Doom, but Stephen refuses to throw the One Ring into the lava so it can be unmade. Instead, Stephen claims the One Ring for himself, because it is his precious. However,, Dreams Chief Orchestrator Keri Blunt pops out of f***ing nowhere, leaps onto SDL’s back, and BITES his finger to reclaim the One Ring!!!! Ohhhhhh no. This isn’t s3e14 of CULTURE goodr! This is just a dream this copywriter had last night. Let’s try again.
On s3e14 of CULTURE goodr, Stephen and Shaun do a deep dive on the RUN goodr vertical. We launched goodr in 2015 as a run brand. In 2018, we launched BEAST goodr (for fitness enthusiasts). In 2019, we launched BIKE goodr and GOLF goodr (for...this is obvious). In 2020, we launched GAME goodr (for gamers, specifically video game enthusiasts, but if board game enthusiasts want to join, ok, that’s cool). In 2021, we launched RUN goodr, so we have a vertical specifically dedicated to runners. (Each vertical has its Instagram and social media accounts.) Our overarching main account -- @goodr -- encompasses ALL the verticals. Basically, goodr is Satan and RUN, BEAST, BIKE, GOLF & GAME are Satan’s spawn. (Ditto CULTURE goodr and CABANA goodr.)
Han, the community manager for RUN goodr, joins the pod to talk about running (HA) the RUN goodr vertical. In the lightning round, Han -- or, as she stylizes it on Asana, HAN! -- shares a little about herself. She’s from Massachusetts, which makes her a Masshole driver, about a 6 out of 10. (Good thing she can run.) Han thinks Taylor Swift is incredible and wants to retire at age 60. Before goodr, she went to American University in Washington D.C., which sounds made-up, so she’s probably a Russian spy. Let’s take a look at her cat hair-covered resume: She interned at Animal Planet and The Science Channel, plus worked at a PR agency, probably doing PR for rats. Rats could use a publicist. Everyone hates them. Anyway, Han is a lifelong runner, so she gravitated to goodr. Now she’s part of our cult for life. NOBODY LEAVES, HAN. NOBODY LEAVES.
Han’s real title is Brand on the Run, a Paul McCartney reference, because she’s a big McCartney fan. (Never heard of him. Is he in PANIC! At the Disco?) Her role is fostering community connection amongst fans and customers, making sure we're speaking directly to runners, and creating hype for RUN goodr/all things goodr. No day is really the same. Han posts on RUN goodr, responds to DMs and comments, talks to athletes and agents for sponsorships (like Alexi Pappas), interacts with the Flamboyance (the goodr ambassador program), plans giveaways, talks to other brands for potential partnerships (like Garmin Fitness, Territory Run Co & Sarah Murray Design Studio), and works for the internal goodr team for designed copy content to put on social channels.
Han, Shaun and Stephen go on to discuss life as a community manager, favorite posts on RUN goodr, the value of inclusivity, the quirks of running, and what it’s like working for goodr. Check out the podcast episode to learn everything about RUN goodr. It’s more convenient than reading. For real. You can listen to the podcast while running, driving or giving your great-aunt Bertha a spongebath. WHY ARE YOU STILL READING THIS?!?!
In closing, Han shared a few cheat codes for anybody in the run space.
1) “Include all runners.” Running is for everyone, from noobs to marathon runners. We want ALL runners to feel included in the RUN goodr community.
2) “Runners like to keep it real.” We have to be able to relate to runners and talk to them about topics that they want to talk about. “So for example, anytime we mentioned any sort of bodily function on RUN goodr’s copy we get everyone's life story about every bodily function they have ever had.” WOO!!! POOP STORIES!!!
3) “Making connections.” Han says, “The run world isn't huge in general. So the more people you can talk to, the better.”
That’s it for this week. Remember: If you lose a toenail while running, mail it to Han. She’s making a necklace.
Tune in Now: Listen to the Episode Here
Meet the hosts
Stephen Lease is the CEO (Chief Executive Octopus) of goodr and the co-host of the CULTURE goodr Podcast. Since Stephen co-founded the company in 2015, goodr has grown to over 140 employees, with award-winning sunglasses sold in more than 5,000 doors worldwide. Stephen’s spirit animal is an octopus, he’s soul-bonded with a basset hound, and he is 16% flamingo.
Shaun Tinney is the Dean of goodr University (Head of Learning and Development at goodr) and the co-host of the CULTURE goodr podcast. When he’s not helping goodr employees level up their behaviors, he’s writing and performing music. Recently he released his first EP, Living Driven, about the quest for self-reliance, fresh perspective, and creative freedom.
