Matt Frazier has worked hard to build a loyal community of vegetarian and vegan athletes. His blog, No Meat Athlete, gives his readers fun and accessible information on their favorite topics — training and food! These days, Matt’s site gets about 600,000 page views a month, and he has more than 20,000 people on his email mailing list. Matt has now created a successful business around his community, which includes digital training programs, a membership site, and a line of No Meat Athlete clothing. Matt’s business has also allowed his family to become location independent, enabling them to move to Asheville, North Carolina. His next move? A traditionally published book, which will be published soon. Let’s catch up with Matt, and find out how he built this successful and satisfying niche business.
What’s your site and what Phone Number List do you write about? My site is called No Meat Athlete, and I provide ideas and tools to simplify what most people consider to be a pretty extreme lifestyle – that of doing endurance sports on a plant-based diet. I really try hard to keep it light and fun and totally non-preachy, so that people who are just curious feel welcome. Who are your readers and how do you serve them? Was there a pressing problem you were trying to solve? They’re active, healthy people who eat a vegetarian or vegan diet or at least have some interest in lessening the amount of animal products they eat, usually for their health, even if they aren’t ready to go 100 percent plant-based. When I started the blog, I was a serious marathoner who was feeling an “inconvenient” urge to become a vegetarian, and I had no idea if it was possible to be both. (“Am I going to collapse at mile 20 when I run out of protein?”) It turns out that a lot of athletes choose a plant-based diet precisely because of what it does for their performance,
but when I started No Meat Athlete, the little information about it that I could find online wasn’t presented well – it was either too wrapped up with the ethical issues or just not reader-friendly … and a lot of it was on webpages that looked like they were built in 1997. So I thought there was room for a fun, friendly, trustworthy alternative. What kinds of content are most important to your business? Blog? Email list? Podcast? I use an email autoresponder sequence and recently started a podcast too, but the blog is really the hub of it all.
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