Active Interest Media Announces Promotions and New Division Structure

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Boulder, CO: North America’s leading participant media company today announced
organizational changes that CEO Andy Clurman called “the next step in accelerating our
already-successful evolution of the publishing model.” Respected in the industry for its deeply
passionate audiences, diverse platform mix, and constant innovation, Active Interest Media will
now be organized around four distinct market categories.
“By combining seven operating groups into four, and by elevating proven leaders to roles of
greater authority,” said Clurman, “we will streamline our product development cadence and
ensure a disciplined focus on our key initiatives: consumer and marketing memberships; event
growth; marketing services; and video.”
AIM’s four groups going forward are the Active Living Group, Home Group, Marine Group, and
Equine Group. Tapped to lead the Active Living Group, a consolidation of AIM’s former
Outdoor, Mountain, and Healthy Living Groups, is newly named Group President Jonathan
“Having previously served as General Manager of Outdoor and Interim GM of Healthy Living,
Jon is uniquely qualified for this important role,” said Clurman. “Moreover, Jon’s hand in
building our creative services, video, and online education departments from the ground up
while modernizing our digital platforms make him well equipped to lead this team.” Jon will
continue to oversee those departments.
Stepping up to lead Catapult Creative Labs, AIM’s in-house agency, is Andrea Kupfer, who was
promoted to VP & Managing Director. “With her deep knowledge of custom client work and her
experience running a marketing services agency, Andrea has helped Catapult achieve its third
straight record year,” noted Dorn. “In her new role, she will manage day-to-day operations and
serve as the primary strategic contact for internal and external stakeholders.”
Clurman also announced that the current GMs of the Equine, Marine, and Home Groups – Tom
Winsor, Gary DeSanctis, and Peter Miller – have been promoted to Group President of their
respective divisions. “All three have done extraordinary jobs of growing their groups’
audiences, revenue, profitability, and market impact,” said Clurman. “Tom has transformed
Equine by pivoting to world-class events and memberships. Gary has grown profitability at
Marine by 60% over the last four years while continuing to innovate with nonstop new products
and services. And Pete has grown the Home business by 50% over the last four years by
improving its media mix, shows, and introducing lead generation.”
Last but not least, Chief Financial Officer Michael Henry will add the title of Chief Operating
Officer and will be AIM’s CFO/COO. With this change, Michael adds oversight of AIM’s audience
development, circulation, newsstand, and production teams.
About Active Interest Media, Inc.
One of the world’s largest participant media companies, Active Interest Media (
produces leading consumer and trade events, websites, magazines, podcasts, films, and TV
shows that reach 39 million readers, fans, and attendees in 85 countries. AIM produces the
World Series of Team Roping, the second-richest equestrian competition in the world. Our
brands include Yoga Journal, Backpacker, SKI, Vegetarian Times, IDEA Fitness, Anglers Journal,
Yachts International, Sail, Power & Motoryacht, EQUUS Journal, Horse & Rider Journal, Team
Roping Journal, Oxygen, Clean Eating, Log Home Living, Old House Journal, Woodsmith, Garden
Gate, and more. The company’s five divisions—the Equine Network, Home Group, Healthy Living
Group, Marine Group, and Outdoor Group—also operate thriving B2B platforms, online
universities, and retail events. Core competencies include lead generation (through our Qualified
Buyer Program), marketing services (through our in-house agency, Catapult Creative Labs), and
video production; Warren Miller Entertainment is the most successful adventure-film company
in history, and AIM Studios is a bustling division dedicated to digital video. Active Interest
Media’s customers are smart, engaged, and loyal, and they look to our brands for trustworthy
information and services that will inspire and enable them to enjoy their passions.

January 28, 2019 Jonathan Dorn
CIO, Active Interest Media
(303) 253-6464


JoAnn Thomas

All stories by: JoAnn Thomas