Boulder, Colo. — December 4, 2024 — Outside Interactive, Inc., the world’s leading creator of outdoor content, services, events, and experiences, is pleased to welcome four executives to its leadership team. The new hires include Kurt Mueller, Chief Revenue Officer, Heather Dietrick, Chief Media Officer, Joel Armijo, Chief Financial Officer, and Lauren Bertolini, Chief Product Officer.
The new C-suite hires at Boulder-based Outside follows the company’s August announcement of its acquisition of MapMyFitness from Under Armour, Inc., the launch of a new social activity feed on all its media platforms, and the upcoming second annual Outside Festival and Summit in Denver this spring.
“This executive team brings a diverse wealth of experience and expertise to Outside, and positions us to continue our growth and leadership in the media and the outdoor industry,” said Robin Thurston, Founder & CEO of Outside Interactive Inc. “Their proven track records in scaling businesses, driving innovation, and delivering exceptional results make them invaluable additions as we continue to expand Outside’s product offerings and deepen our connection with a growing audience.”
New Executive Team Members
Kurt Mueller, Chief Revenue Officer
Kurt Mueller, Outside’s Chief Revenue Officer, brings over 20 years of experience in media sales and operations across digital media, CTV, branded content, and data solutions. A proven leader, Kurt has driven revenue growth and transformative change as both a COO and CRO. In his new role at Outside, Kurt will be responsible for leading the company’s advertising sales revenue strategy and execution, and lead a team of 80 sales representatives and operators.
Kurt played a pivotal role in The Onion’s transition from print to digital, scaling its operations and developing new revenue streams through its branded content division, Onion Labs. He was part of the leadership team that oversaw The Onion’s acquisition by Univision as part of Fusion Media Group, where he redefined business models and go-to-market strategies.
After nearly a decade at The Onion and FMG, Kurt served as Chief Revenue Officer at Ranker, shifting the company’s focus to first-party data solutions for networks and streamers.
Beyond his career, Kurt lives in Chicago and serves as an advisor and board member at Inkshares. He’s an active skier, biker, golfer, and triathlete and holds a BA from Western Michigan University and an MBA from the University of Notre Dame.
Heather Dietrick, Chief Media Officer
Heather Dietrick is the Chief Media Officer at Outside Interactive Inc., where she leads the company’s media brands, such as Outside Magazine, Outside Studios, OutsideTV, Backpacker, Velo, Pinkbike, Yoga Journal, and more. Heather oversees all aspects of the media business including revenue, membership, and traffic growth, in addition to other corporate initiatives.
Before Outside, Heather was the CEO of The Daily Beast, where she spent over six years building a successful membership business, driving record traffic, and diversifying revenue through expanded affiliate and advertising products. Prior to that, she served as President and General Counsel at Gawker Media, overseeing overall business strategy, advertising, e-commerce, and editorial. In an earlier career, she was a First Amendment litigator, defending journalists for their stories at places like Hearst and Heller Ehrman.
An outdoor enthusiast, Heather lives in Whitefish, Montana where she is an avid skier and hiker, aligning with Outside’s mission to inspire active lifestyles. She also serves on the boards of The Montana Free Press,as well as the media company Found.
Joel Armijo, Chief Financial Officer
Joel Armijo is a seasoned financial leader with extensive experience in scaling businesses and driving financial results, holding CFO roles at companies ranging from startups to Fortune 100 companies. Armijo serves as Outside’s Chief Financial Officer and will be instrumental in overseeing all financial aspects of the company, including financial planning and analysis, accounting, investor relations, and M&A.
Joel has extensive expertise in subscription and targeted advertising business models, serving as CFO at the country’s largest Pay TV advertising platforms and sports-centric streaming platform, FuboTV. Before joining Outside, Joel was the CFO/COO of Univision’s Local Media Group, the country’s largest Hispanic TV and Radio broadcaster.
Joel’s prior roles include CFO at Comcast Cable’s advertising group and AT&T AdWorks. In addition, Joel served in various corporate finance and strategy roles with the country’s leading Entertainment companies including, DIRECTV, Cablevision Systems, and Time Warner.
Joel also brings an investor perspective to Outside as a former equity analyst at Bank of America/Merrill Lynch within the firm’s Media & Entertainment group.
Joel has an MBA from UCLA and a BA in American History from Wesleyan University. Joel resides in New Canaan, Connecticut with his wife Deb, and teenage daughter Anna Marie. The Armijos enjoy year-round outdoor adventures in Vermont’s Green Mountains.
Lauren Bertolini, Chief Product Officer
Lauren Bertolini is an accomplished leader with expertise in digital media, product development, and operational strategy. Most recently, she served as General Manager of Dwell and Domino at Recurrent Ventures, overseeing editorial, sales, marketing, and product teams. At Outside, Lauren will lead the development of the company’s media sites, core user architecture, and Outside social media platform.
Previously, Lauren spent five years at The Daily Beast, rising from Chief Product Officer to President in 2022, where she led revenue operations, subscriptions, and technology. Her career also includes leadership roles as Head of Product for Fusion Media and Gawker’s Kinja platform and as Chief Operating Officer of Gizmodo (now G/O Media).
Lauren holds a BA in Newspaper Journalism and is based out of Rhinebeck, New York, where she is an active hiker, snowboarder and swimmer, and enjoys any time she can get outside with her husband and son.
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About Outside Interactive Inc.
Outside Interactive, Inc. is the premier destination for outdoor inspiration, activation, and celebration. Each year, Outside reaches over 300 million unique users and has over 100M registered users across its network of 25 media, service, and utility brands, including Outside Magazine, Velo, Yoga Journal, Pinkbike, GaiaGPS, Trailforks, MapMyFitness, athleteReg, and more. Outside’s mission is to get everyone outdoors, experiencing healthy, connected, and fulfilling lives by creating an experience for both longtime adventurers and those just getting started. Outside’s membership offering, Outside+, bundles best-in-class storytelling, videos, gear reviews, mapping apps, online courses, discounted event access, magazines, and more. Learn more at www.OutsideOnline.com.
For more information, contact:
Rachel Weiss
Rachel.weiss@backbone.media
