This episode of the MarketScale Sports & Entertainment podcast focuses on building. We talk to Jeff O’Connell, Editor in Chief of, about the growth of sport and how social media has really changed the game. Then, we have a teaser for a full length interview coming later this week with the Vice President and Director of Athletics at the University of North Texas, Wren Baker. He talks about the challenge of building a consistent winner at a school that hasn’t had that experience before.

Building Bodybuilding with Jeff O’Connell

On this feature we’re joined by Jeff O’Connell, Editor in Chief of He oversees daily content for the most heavily trafficked fitness site in the world and he has co-written two New York Times Best Sellers. As bodybuilding continues to grow and become more nuanced, Jeff helps us understand the opportunities the growth has created with sponsors and influencers, the misconception that still hold the niche back, and about the kind of opportunities the sector can look forward to.

“I think the big change for us has been in working with influencers and athletes,” says O’Connell. “Now these athletes and personalities have so many different channels and avenues to explore with people, so when we want to do a program with them there’s just much more challenging and difficult negotiations because you’re competing against their own properties, against other opportunities they have, often they could have sponsorships agreements that may or may not be conflictual with what we’re offering.”

Coming Soon: Wren Baker of the University of North Texas

Coming soon on the MarketScale Sports & Entertainment podcast, we’re going to have a conversation with Wren Baker, the Vice President and Director of Athletics at the University of North Texas. On the podcast, he talks about the process of building a consistently successful program, how to motivate a large alumni base, and improving the athletic facilities.

You’ll have to wait to hear the full conversation, but for now enjoy his answer on the full potential of UNT Athletics. Make sure you subscribe to the podcast or bookmark the MarketScale Sports & Entertainment page to get the full podcast as soon as it drops later this week.

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