Pocket Outdoor buys Outside magazine, changes corporate name to Outside

BOULDER — Pocket Outdoor Media Inc., the Boulder magazine publisher that specializes in active lifestyle content and experiences, has purchased Outside Integrated Media LLC, the publisher of the iconic bible of the outdoor world, Outside magazine.

In addition to the magazine title, Pocket also is adding numerous other publications, travel businesses, television programming and more business channels in the outdoor sector. As a result, Pocket will change its name to Outside Inc.

Additions to the company include:

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• Outside magazine, Outside Studios, and the travel business Outside GO.
• Outside TV, a provider of outdoor lifestyle TV and video programming across cable, satellite, and over-the-top networks.
• Gaia GPS, the leading mobile mapping and navigation application for backcountry adventurers and professionals.
• AthleteReg, one of the world’s largest event registration platforms serving runners, triathletes, cyclists, and skiers.
• Peloton magazine, a source of storytelling and photography about the sport of cycling. 

With respect to Outside TV, the closing of the transaction is subject to closing conditions, including the approval by the FCC of license transfer. The company expects the acquisition to close in the second quarter.

The acquisitions resulted from the closing of the company’s series B financing, which enabled investments in audience, technology, and product development, according to information supplied by the company in announcing the additions.  The company’s series B financing was led by Seqouia Capital Operations LLC, which invested $150 million in the company and gained a position on the company’s board of directors.

“This is a transformational day for our company and our customers,” Robin Thurston, CEO of Pocket Media, said in a written statement. “Everything we do is driven by a belief that a hike, run, ride, or yoga practice can change your life, and these new brands will help us fulfill our mission to build the world’s best consumer experience across a wide range of activities.

“The incredible reputation and relevance of the Outside brands across multiple lifestyle categories made our decision to change our company’s name a logical choice. Meanwhile, Gaia GPS and athleteReg significantly boost the ways we facilitate participation through best-in-class tools and services. With these moves, we can now deliver world-class content 24/7 to almost every home in America across every platform, screen, and device. I’m deeply honored to help write the next chapter for these iconic businesses,” he said.

Sequoia partner and co-founder Michael Moritz will join the Outside board of directors.

“We’re investing in Outside because the management team has warmly embraced the future of information and entertainment on the Internet. Just like Netflix and Amazon Prime — Outside will create and distribute distinctive content to a worldwide audience on any internet device. Better still, Outside will turbo charge the online programming of many of the most loved fitness and health brands. As a longtime journalist, and former ink-stained wretch, I’m now being granted the opportunity to start a new chapter — as a digital stained wretch.”

Larry Burke, founder, chairman and editor-in-chief of Outside Integrated Media, said the transaction provides a new good home for the company he created — a company that reached 38 million people each month across all platforms.

“Like Robin, I’ve always believed in the power of great storytelling. When we published our first issue of Outside magazine in 1977, we helped give birth to what is now a $887 billion outdoor industry, and we’ve been pioneering the art of adventure ever since. Our stories have won awards in print, video and film, and we’ve inspired millions of people to ‘live bravely.’ It’s everything I could’ve wanted to do with my life.”

Burke, who won the Outdoor Industry Association’s Lifetime Achievement Award in 2019, is set to tackle his next project — a book about his life —while continuing to pursue his passion for living an active outside life.

Pocket customers with Active Pass memberships will receive additional benefits.

Pocket Outdoor, now Outside, will continue to headquarter in Boulder with offices in Denver; Carbondale; Easthampton, Massachusetts; Frankfurt; New York City; Ojai, California; San Diego; San Francisco; Santa Fe; and Toronto.

The new teams will continue operating out of their existing locations. The combined company employs about 375 people total with 155 in Boulder and Denver.

It’s full list of titles and product lines are:

Outside Integrated Media, Yoga Journal, SKI, BACKPACKER, VeloNews, Climbing, Rock & Ice, Gym Climber, Trail Runner, Women’s Running, Triathlete, Better Nutrition, Bicycle Retailer & Industry News, Clean Eating, Fly Fishing Film Tour, IDEA Health and Fitness Association, Muscle & Performance, NASTAR, National Park Trips, NatuRx, Oxygen, PodiumRunner, Roll Massif, SNEWS, The Voice, Vegetarian Times, VeloPress, VeloSwap, Paleo Mag, Beta, FinisherPix, and Warren Miller Entertainment.  

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