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Outside

Outside, the media company home to dozens of outdoor enthusiast brands, is launching Outside+, an annual membership that combines more than 30 of its editorial brands and apps into a single offering.

Why it matters: Outside is an anomaly in the magazine world for turning print subscriptions into digital subscriptions over the past few years.

  • It's hoping to double down on that consumer revenue by introducing more offerings to its audiences via a more robust paid membership model.

Details: The new membership model replaces the company's previously-used "Active Pass" subscription, which was successful, but wasn't integrated across all of its brands as seamlessly, and didn't offer the same level of member exclusives.

  • Now, Outside+ members will have access to premium content across all of its articles, podcasts and video channels via a single sign-on authentication portal, that can be accessed from any of Outside's 20 healthy lifestyle publications.
  • Members get access to two magazines — the Outside magazine and a brand magazine of their choice, as well as discounted gear and apparel, access to Outside's book library, event passes and access to a training plan platform.
  • "We started a little over a year ago with the relaunch of all of our core properties," says Robin Thurston, CEO of Outside and former CEO of MapMyFitness. "We have almost all of them integrated at this point."

Catch up quick: Outside was created earlier this year when Pocket Outdoor Media, the 4-year-old media company home to 22 active lifestyle publications and several technology groups, said it was acquiring five outdoor sports media and tech companies and would changing its name to "Outside."

  • Thurston says the company has worked to quickly integrate all of its assets and jumpstart a unified membership model.
  • "Now, a lot is on us to help the consumer understand what the benefits are," Thurston says. The company plans to launch a robust consumer ad campaign around the membership in the second half of the year.

By the numbers: The company currently has around 500,000 digital Active Pass subscribers and another 1 million subscribers across its array of magazine titles, like "Women's Running," Backpacker" and "Peloton."

  • Active Pass subscribers will be converted to "Outside+" members this month.
  • The average revenue per subscriber is currently more than $70 annually, Thurston says.
  • "We think there are over 2 billion people on the planet in the active lifestyle category," he notes. "We feel very confident can get to 5-10+ million paid subs as we continue to add value."
  • Thurston says that long-term, he sees a potential for "tens of millions" of subscribers in this space.

What's next: The company is beginning to introduce e-commerce to its offerings. Soon, members will receive gear from box subscriptions to "Cairn," an outdoor gear box subscription company. The company will add access to content from Outside TV, a sports pay-TV network, to the subscription this month as well.

Go deeper

Updated 49 mins ago - Sports

Katie Ledecky wins gold in first women's 1500m freestyle

Team USA's Katie Ledecky celebrates after winning the final of the women's 1,500m freestyle swimming event during the Tokyo 2020 Olympic Games at the Tokyo Aquatics Centre in Tokyo on Wednesday. Photo: Attila Kisbenedek/AFP via Getty Images)

Katie Ledecky took home the Olympic gold medal in the women's 1,500-meter freestyle swimming race Tuesday evening, becoming the first female swimmer to win the newly added division. Team USA's Erica Sullivan won silver.

Of note: The Tokyo Games mark the first time that the long-distance race has been open to women, and Ledecky paid tribute to her predecessors after the race. "I just think of all the great U.S. swimmers who didn’t have a chance to swim that event," she said on NBC.

Updated 59 mins ago - Sports

Olympics dashboard

Katie Ledecky celebrates with teammate Erica Sullivan after winning the women’s 1500m freestyle final. Photo: Tom Pennington/Getty Images

🚨: Katie Ledecky wins gold in first women's 1500m freestyle

🤸🏾‍♀️: Simone Biles pulls out of gymnastics team finals, citing her mental health

🎾: "This one sucks more than the others," Naomi Osaka says on upset loss

⚽️: USA women's soccer ties Australia, propelling them to the quarterfinals

🏊‍♀️: Teen swimmer Lydia Jacoby wins first U.S. women's Tokyo Games gold

👟: World Athletics president supports reviewing marijuana rules in doping

🏄‍♀️: American Carissa Moore wins first-ever women's Olympic gold in surfing

Go deeper: Full Axios coverage - Medal tracker

Activision Blizzard CEO calls company's response to suit "tone deaf"

Photo: Bloomberg/ Getty Images

Activision Blizzard CEO Bobby Kotick sent a lengthy letter to employees late on Tuesday, listing steps the company will take to address widespread allegations of sexist and discriminatory conduct at the "Call of Duty" and "World of Warcraft" gaming company.

Why it matters: This was the most comprehensive message from the company, and a softer one than had been sent by Kotick's PR people and a top executive last week.