Episode Details

Austin Kruger is building a sports media company for fans who are tired of being talked at.

After years of writing about the Packers and watching the industry lean further into clickbait and recycled national narratives, he launched Sideliner to create something different. The model is simple but powerful: put real fans in the content, let them speak for their teams, and build a platform around authentic conversation instead of hot takes.

Three months in, they have more than 3.5 million views, 120K+ engagements, a growing creator network, and multiple revenue streams all without spending on marketing.

We talk about what it actually looks like to build an early-stage media company in real time. The grind of posting every day. Finding product-market fit through content. Why the best performing segments always include fans. And how partnerships with creators and in-person activations can turn a digital brand into a community.

Austin also breaks down the long-term vision. A fan-driven version of College GameDay. Live event formats. A platform where the audience is part of the show, not just the comments section.

This is a conversation about betting on an idea, building in public, and trying to evolve sports media without becoming a copy of what already exists.