Winning strategies: How employing an Olympian set Fusion on the fast track

When an ex-Olympic athlete reached out to Fusion looking for work experience, CEO Adam Tranter saw an opportunity to combine agency knowledge with a very specific skill set. This combination led to the creation of The Running Channel.

“At Fusion, our approach has always involved collaboration with exceptional individuals from all of the many areas we are interested in. We know we cannot be experts in everything. To grow an agency that is effective, we need people within our company that reflect the broad range of people and interests we aim to reach with our work.

It started with receiving an email which piqued my interest. I’m paraphrasing, but it basically said "Hi, I'm Andy Baddeley. I ran in the Olympics and am considering a career in the PR industry. Would you be open to me working with you for a couple of weeks?" Having met and worked with Olympic-level cyclists, I knew that the high-achiever mentality of an Olympic runner could potentially add real value. Andy’s approach to us made me consider carefully how we introduce individuals into the Fusion environment and cultivate an atmosphere that encourages them to excel. 

In many ways Andy’s email was serendipitous timing. I had already identified The Running Channel as a potential opportunity for Fusion, largely because there were very few platforms for running content at the time. From our observation, the cycling media landscape was already digitising, whereas running was still lagging behind. 

Andy brought with him a deep understanding of being a professional athlete and knowledge about sports marketing from an insider's perspective. We quickly developed a position for him within the agency, leaning on his name and experience to establish contact with running brands and media outlets. Having Andy in a commercial operations position was immediately beneficial for us as he possessed both business acumen and running expertise to make the idea of The Running Channel a reality.

Andy (red T-shirt, centre) running with presenters of The Running Channel

Success is a transferable skill

Olympians generally have very high standards for their own performance. When these high-performance individuals transition into the world of business they apply the same relentless pursuit of success, driven by passion and vision. One factor that stood out to me was the differentiation in our mindsets. I tend to take more risks, trusting my own intuition and can pivot quickly when needed.  Andy, as a competitive athlete, is very measured, methodically "trusting the process." Just like an athlete wouldn't discard their training program weeks from the Olympics, Andy takes time to weigh every consideration and evaluate all the variables before changing something. It makes a well-balanced team. 

Would I consider hiring another Olympian? Yes, there is always a place at Fusion for excellent people. We find that diverse interests and experiences provide immense value. Being an Olympian would certainly open the door but the most important factor is what an individual contributes to the company while here.

Adam Tranter Founder and CEO Fusion, Co-Founder of The Running Channel

Co-founders Andy Baddeley OLY and Adam Tranter at the launch of The Running Channel

Starting The Running Channel - Andy’s Perspective 

To be honest, PR didn't initially appeal to me - primarily because I didn't really understand what it was. What did interest me was the idea of crafting narratives for brands. Fusion at the time had been handling quite a bit of PR, communication and content strategies for cycling brands but there was a clear gap in the market for a video-first content producer in the running space. The Running Channel was the answer. 

The idea of The Running Channel leveraged Adam’s expertise in content in combination with my understanding of running. The first step was to prove the concept by treating The Running Channel as a Fusion project, giving it the same care and attention as if it was an outside client. The growth of the channel snowballed from there and, since the summer of 2019, The Running Channel has been operating independently of Fusion.

Switching lanes

One of the most challenging yet rewarding aspects of being an athlete is waking up each day with a single-minded goal: to be the best athlete you can be. This work ethic transitions into the corporate world as well. In running, you strive to improve and maximise every training opportunity on a daily basis. Motivation was never an issue for me – regardless of the task, my commitment is to excel. 

In a work environment, there’s a shift. The most significant challenge, yet the most rewarding part of it, is directing my focus outward to nurture others' growth rather than just my own.  I’m somewhat obsessive about finding solutions to problems, and I struggle to accept the possibility that an answer might not exist. 

Unlike in the professional world where swift change is often celebrated, pivoting dramatically in the lead up to the Olympics doesn't work. Adam has a far more entrepreneurial spirit than I do. Whereas he is comfortable making quick changes, I tend to be more deliberate, weighing the potential consequences and focusing on long-term strategy.

Andy Baddeley OLY - CEO and Co-Founder of The Running Channel 

What is The Running Channel ?

The Running Channel is a YouTube platform aimed at runners of all levels. The channel, co-founded by Adam Tranter and Andy Baddeley, was established in 2018 and has become a highly popular source of information in the running community. With over 600,000 subscribers and viewed  more than 50 million times, The Running Channel has made its mark in the digital space.

Led by CEO and former Olympic athlete Andy Baddeley, the channel offers diverse content for the running community in a relatable and user-friendly format. Andy, a two-time Olympian in the 1500m event, along with the rest of the team provide expert insights for both new and seasoned runners, specialising in creating content that not only entertains but also informs and inspires. 

Andy (far right) with The Running Channel presenters and staff.