Looking Sideways Action Sports Podcast

• The Announcement: MAD//FEST Live Special - Effective Activism for Brands

  In this fourth follow-up episode of The Announcement, which was recorded live at MAD Fest in early July 2025, I’m exploring a question that is directly related to the topics I explored in The Announcement series proper - what does effective activism for brands actually look like?MAD Fest is a huge festival for brands and agencies that takes place each year in East London, and I was invited to take part in this year’s event by organiser Dan Brain, who it turns out is an avid Looking Sideways and Announcement listener. As he put it in a very kind blog he wrote in the lead up to the show, ““I’ve been a big fan of Looking Sideways for some time now and I’m excited to bring a live version to MAD//Fest that will ask important questions like whether brands can use their reach, cash and influence for good, or if there’s a fundamental contradiction between sales growth and sustainability”To help me answer these question, I spoke four brilliant guests, each experts on the topic in their own particular way: Finisterre CMO Bronwen Foster-Butler, activist Lauren MacCallum, CEO of B Corps Chris Turner, and author and purpose pioneer Thomas Kolster. Among the questions I was interested in discussing: - What role (if any!) should brands play in activism and using their scale, audience and money to address local, national and global issues? - Is purpose something all brands should establish, or an act of greenwashing that sounds good in an annual report but delivers little meaningful impact? - Are brand partnerships and activities an effective means through which to drive change? What followed was a lively, passionate and very well informed discussion recorded in front of an equally engaged crowd - they’d put me in a prime slot on the big stage, much to my surprise - and we got through a lot in our allotted 35 minute stage time. A note on the sound - a few audio teething issues meant we weren’t able to hear our fellow panelists super clearly, which might account for the somewhat strident way we’re all speaking to each other during this conversation. But hey, it was live, and that’s the way it goes sometimes. Huge thanks to Dan and everybody at MAD Fest for getting me involved, to Bronwen, Lauren, Chris and Thomas - looking forward to hearing what everybody thinks. For bonus and behind-the-scenes material, click here. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.wearelookingsideways.com/subscribe

  --------  

  33:51

  --------

  33:51
• Episode 250: Jeremy Jones - Between Thought and Expression

  Use LOOKINGSIDEWAYS10 for 10% off anything from Finisterre--250 episodes of Looking Sideways! And to mark the occasion, I invited the great Jeremy Jones back for this second visit, six years after we recorded our first conversation for the podcast.Much has changed in Looking Sideways land since that first chat. Back then, the show was basically me interviewing famous action sports types about their lives and careers. This was pre-Type 2, and certainly pre-The Announcement, and since then Looking Sideways has evolved into something pretty different.All of which made Jeremy an especially fitting guest with whom to mark this milestone. Why? Because few high-profile professional snowboarders, surfers or skateboarders (if any, come to think of it) connect the worlds of performance and activism like Jeremy does.As a pro rider, he is of course one of the greatest to ever do it. Certainly, he’s one of the most influential snowboarders ever, whether that’s through his own extraordinary feats, his company Jones, or his creative work as a proponent of what he calls ‘shralpinism’.Then there’s his hugely influential activism. For right or wrong, in many ways Jeremy’s strategic work with Protect Our Winters has come to define winter sports activism over the last decades, and he’s certainly the figure who has come to be associated with what he refers to as the outdoor state’s response to the climate crisis.All of which makes him the perfect guest to connect the past and present of Looking Sideways for this milestone episode: especially as he’s been such a supporter of my own work in recent years.We caught up to record this episode in early July 2025, and it’s an open, relaxed and revealing conversation about politics, risk, family life, and what snowboarding means to Jeremy now in the classic Looking Sideways mould.Hope you enjoy this episode, and thanks to everybody for supporting Looking Sideways over the last eight years.--To find out more about what I do, you can sign up as a subscriber to my Substack newsletter here. There's a brilliant community and much more than just the podcasts. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.wearelookingsideways.com/subscribe

  --------  

  1:25:13

  --------

  1:25:13
• Rerun: Episode 079 - Jamie Thomas

  I have my 250th episode of Looking Sideways coming up! And I’m also very close to hitting a rather large Substack subscriber milestone, which itself feels like a nicely significant moment.To mark the big 250, I thought it’d be fun to revisit some favourite articles and podcast episodes from the last eight years of Looking Sideways: continuing with this classic interview with legendary skater Jamie Thomas, originally recorded back in April 2019. As I discuss in the intro to this episode, for long-term listeners of the show, this chat is one of THE reference points, especially listeners who have been flummoxed by the various left turns I’ve taken with the podcast in the intervening years. I discussed my thoughts on this, the circumstances around recording this chat, and my thoughts on eight years of Looking Sideways generally, in the new intro I recorded for this Rerun episode. And with all that in mind it was really interesting to listen back to this one. I think it still stands up! If you’ve not heard this one, have listen and let me know what you think. Here’s the original intro below:At some point in their life, every skateboarder chose skating as their ultimate means of self-expression and self-identity. Ask any skater who they are and the chances are the answer will be - I’m a skater. It’s that simple. So what happens when the one thing that has defined your life no longer serves you in the same way? When the quest you have dedicated your life to no longer fulfils you as it used to? And how do you cope when it has been the defining part of your life in the eyes of the world? It’s a reckoning that everybody serious about their chosen path has to deal with at some point. For high-level athletes, it is often the most difficult transition of all. And in the skate world, where credibility is defined by your single-minded dedication to the creed of skating, dealing with it publicly is almost unheard of. Which is why my interview with Jamie Thomas is perhaps the most honest and fascinating episode of the Looking Sideways podcast yet. For over twenty years, Jamie has been one of the select group of individuals who have defined the culture of skateboarding and changed our understanding of what it means to be a skater. He has been driven by a ferocious work ethic and an unquenchable thirst for progression that have made his career one long continuous run of inspirational successes. Now, at a critical point in his life, The Chief is looking inward, and bringing that legendary focus and commitment to his own internal struggles. I’ve been interviewing skaters, snowboarders and surfers for twenty five years now. But I’ve yet to conduct an interview with this level of honesty, or hear a world-renowned figure express their own self-doubt and internal struggles so honestly and so eloquently. I’m grateful to Jamie for trusting me to tell this latest chapter of his story, and for approaching our conversation with such candour and openness. This is The Chief as you’ve never heard him before, tackling the same issues we all have to face at some point with the same honesty and pitiless intensity he brought to one of the most celebrated skate careers of all time. There are lessons here for all of us - whether you’re skater or not.--To find out more about what I do, you can sign up as a subscriber to my Substack newsletter here. There's a brilliant community and much more than just the podcasts. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.wearelookingsideways.com/subscribe

  --------  

  1:18:56

  --------

  1:18:56
• Episode 249: Wes Siler - Trump's Attack On The Outdoors

  Use LOOKINGSIDEWAYS10 for 10% off anything from Finisterre--As America's current democratic crisis has unfolded over the last few months, I’ve pondered an increasingly uncomfortable question: where is the meaningful opposition from our community as fundamental institutions and public lands face unprecedented assault?How to account for the relative silence from community leaders, athletes, ambassadors, brands and media as democratic norms erode, judicial independence faces mounting threats, habeas corpus is openly threatened, corruption becomes increasingly brazen, and environmental protections are dismantled at alarming speed?These musings led me to this week’s guest: , a Montana-based journalist who is one of the few people out there actually speaking truth to power, and whose work has become an increasingly vital source of methodical, forensic reporting when it comes to the current administration's systematic attack on America's public lands and outdoor heritage.What distinguishes Wes from many of his peers in American outdoor media is his willingness to report on these issues with both uncompromising authority and controlled fury.His background gives him unique insight into what's happening to public lands, while his journalistic approach represents a return to fundamental principles of fact-based reporting that feel increasingly rare.In today’s conversation, we discussed:- The specific threats facing America's public lands under the current administration.- Why traditional opposition forces have been largely ineffective in the face of these challenges.- How Wes's professional experience informs his understanding of this historical moment.- What meaningful resistance looks like, including his decision to run for office.- Why this period may be as consequential as the Civil War or Civil Rights era.After listening, I'd welcome your thoughts on the role journalists, industry leaders, and citizens should play as democratic institutions face mounting pressure.Is a return to rigorous reporting and civic engagement enough to meet this moment? Or are new approaches needed?Once you've listened, I'd love to know what you think--To find out more about what I do, you can sign up as a subscriber to my Substack newsletter here. There's a brilliant community and much more than just the podcasts. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.wearelookingsideways.com/subscribe

  --------  

  58:38

  --------

  58:38
• The Announcement: John Elkington and Louise Kjellerup-Roper

  In this third follow-up episode of The Announcement, I'm sharing my original January 2024 conversation with John Elkington and Louise Kjellerup Roper of Volans in its entirety.This conversation addresses perhaps the most significant yet under-discussed aspect of the Patagonia ‘Earth is our only shareholder’ story - its relevance as a model for most businesses, especially publicly-traded or shareholder-owned companies.Because the uncomfortable reality is that structural and organisational constraints make a similar action nearly impossible for most businesses. That’s why I decided to dedicate episode three of the Announcement series to an in-depth exploration of a simple question: what can ‘ordinary’ businesses do to have an impact? And if you want to understand the history of what tends these days to be referred to as ‘business for good’, and how it impacts most companies, there is really only one place to start: John Elkington.It really is difficult to understate John's profound influence on how we conceptualise the relationship between business and sustainability. For decades, he has defined and shaped sustainable business conversations, whether that’s through his ‘triple-bottom line’ framework, or groundbreaking works like Green Swans. For this chat, I was joined by his equally brilliant colleague Louise Kjellerup Roper, CEO of Volans, and expert on helping business with ‘transformation’ as they seek to lessen their impact. From this in-depth conversation, you'll gain insights into:Why capitalism, in John’s view, is the ‘least worst’ model. The historical context of the ‘business for good’ movement, and where it stands todayHow a backlash comes hand-in-hand with progressive policies. What meaningful corporate transformation might actually look like beyond Patagonia's unique example.After listening, I'd welcome your thoughts on how these practical pathways compare to the more radical restructuring we explored in the series proper, and whether they offer sufficient solutions to our current challenges.For bonus and behind-the-scenes material, click here. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.wearelookingsideways.com/subscribe

  --------  

  1:01:19

  --------

  1:01:19

More Leisure podcasts

Trending Leisure podcasts

About Looking Sideways Action Sports Podcast

Looking Sideways Action Sports Podcast: Podcasts in Family