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BREAKING NEWS & VIEWS
Spanfeller Group Launches Into Active Lifestyle VerticalWednesday, June 20, 2012 Following the Spanfeller Group playbook to drill aggressively into what it deems under-served verticals, the company launches TheActiveTimes.com .jpg) site. Aimed at active lifestyle audiences with a passion for the outdoors, endurance sports and adventure travel, the site is trying to do for its category what TheDailyMeal did for food. As the company did before, it is hiring familiar faces from the magazine world to staff up the new venture. Editorial director John Rasmus was a founding editor at Men’s Journal and of National Geographic Adventure. He also edited Outside. In his welcome letter to visitors Rasmus writes, “We'll tell the stories, recruit the experts, and assemble the information you need to get motivated and do it right. We're passionate about great gear, expert technique, interesting people, and amazing venues close to home and around the world. We'll bring them all together—and connect the community—in a smart, visual, accessible way.” The site design is very tile-like, dominated by image blocks and pop-up headlines. The site boasts channels for all the usual suspect categories – run & race, hike & climb, adventure, gear, etc. Within the ten major channels there are 37 sections that drill even further. The site will aggregate content as well from The Competitor Group, Exlorersweb and Red Bull video network. CEO Jim Spanfeller says in a statement that the site “fills a major gap” for the active life enthusiast. “We’ve created a discussion centered on what people are doing in the world of sports and adventure, from methods to improve technique to exhilarating treks and the newest gear,” he says. The site is giving geo-located information to adventurers about nearby opportunities via a partnership with Gathering Point. The tool helps people find local fitness centers, biking routes and relevant events. TheActiveTimes is the second vertical launch from Spanfeller, who founded the company in 2010 after a long run leading the digital strategy at Forbes.com. If you have breaking news to share please contact min’s editors.
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