Andrew Clurman, CEO of Active Interest Media, shares his perspective at The 2018 ROUNDTABLE in Vail, CO.

1. ACTIVE INTEREST MEDIA

2. ONE OF THE WORLD’S LARGEST
PARTICIPANT MEDIA COMPANIES
Leader in consumer and trade events, education and training, digital platforms,
magazines, films and TV shows that reach 40 million readers, fans, and
attendees in 85 countries.

3. PARTICIPANT
PHILOSOPHY
AIM was founded on a strategy of
engaging affluent, deeply
passionate audiences and
surrounding them with best-in-class
content, events, and services.
Participant media benefits from a very engaged audience
 Consumer enthusiasts are passionate – their sports & hobbies are at the center of their lives
 Enthusiasts want to experience their passion through events, services and content
 Endemic marketers have few alternative channels to reach their targeted audience
 Need for authority and authenticity creates a high barrier-to-entry
Attributes of markets AIM chooses to operate in
 Verticals must have a critical mass of participants and a dedicated group of brands/suppliers
 Markets that are growing or stable in terms of participation
 Territory that is not already occupied by larger, entrenched competitors
 Sports and interests where people engage and freely spend across a multitude of platforms
 Revenue opportunities diversified across end markets and mediums
Importance of events
 Category leading events are the differentiator in vertical markets
 Creates a level of engagement among consumers and marketers unlike any other
 Typically higher barriers to entry than other media platforms
07 OVERVIEW

4. AGGRESSIVE
EVOLUTION
AIM has successfully pursued a
strategy blending acquisition with
organic product development to
become a leading events and
information services business.
Company Founded
(2003)
Today
(2018)
Revenues $20M $150M
Industry Verticals 2 5
Brands 5 50+
Events None Leading Events in – Equine – Fitness – Ski –
Outdoor – Home – Yoga - Marine
World Series of Team Roping
IDEA World Fitness Convention
Warren Miller/NASTAR
Log & Timber/Old House
Get Out More
Traditional Building Conferences
Dania Marine Market
Video/Film None AIM Studios
1000+ videos, film, commercials, TV shows
Marketing Services None Merrell, Marmot, Vitamin Shoppe, Outdoor
Retailer, SIA America, NRHA, Glint, Volkswagen
Digital Audience Negligible Monthly digital audience of 30m+
Digital Revenue None $15m+ adv, online ed, premium content
Services/Members None US Rider, Yoga Teachers Plus, IDEA Fitness,
World Series, USTRC
Online Education None 100+ classes >20,000 students
09 OVERVIEW

5. MEDIA MIX
REINVENTION
AIM has achieved unparalleled
profitability and diversification by
evolving across channels with
offerings for both trade and
consumer.
Leading market positions in multiple categories serving 40M actively engaged consumers
• Five industry verticals: Marine, Healthy Living, Outdoor, Equine, and Home
• Delivering experiential marketing services to customers, over and above traditional forms
• Deeply integrated into B2B and B2C channels
AIM is a cohesive collection of branded platforms that produce content across different
mediums
• Events - Digital - Print - Video & Film - Membership Services – Education & training
11 OVERVIEW
Revenue breakdown by type Select brands
30%
37%
11%
22%
Events Print Digital Membership/Services