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In February 2021, Robin Thurston raised $150 million to acquire Outside Media, which at the time included two outdoor publishers, a mapping system, and a registration platform.
Five years and dozens of acquisitions later, the company now known as Outside Interactive bears little resemblance to its former namesake.
Part of the identity shift comes from its newfound commercial stability. Last year, the company brought in $125 million in revenue, a 23% year-over-year increase, and generated the first profit in its history.
“We just came off of a very good year,” Thurston said. “Looking at how many of these things have come together, my view is that we are finally seeing the fruits of our labor.”
But more critically, according to Thurston, Outside Interactive is no longer a media company. The distinction is not just a matter of semantics. Under Thurston, an inveterate technology founder with a passion for outdoor sports, the company has undergone a radical, and at times painful, transformation. Outside has retooled almost every element of its business except for the branding.
Whereas it once generated the bulk of its revenue through advertising—70% in February 2021—Outside now brings in 60% of its business from digital subscription and recurring services revenue, according to Thurston. In 2025, digital advertising made up just 40% of its top line.
