How it works
You didn't become an athlete to also work in an office. Do what you're great at, we make you look better from behind the scenes.
You document
A camera kit lives with you. Film your world, drop it to the cloud. No editing, no posting.
We cut it
One short-form edit a week, one longer piece a month. Plus raw clips for stories in between.
We publish it
Captioned, scheduled and posted. You approve everything before it goes live.
We plan it with you
We bring a plan each month, built around what you've got coming. You shape it from there.
What era. does
The marketing and sponsorship extension of an athlete.
Content creation, editing & publishing
We provide the gear and the system. Our editors turn what you film into content that goes out every week.
Athlete brand building
Consistency sponsors recognise and fans follow. Your story showing up where sponsors look: website, LinkedIn, reporting.
Representation & career
Turning the first two into deals, contracts, appearances and media. There's more to you than training content.
The work
Weekly reels, cut from footage the athletes shot themselves.
Why athletes
Athletes are an under-represented talent pool, and the numbers are not close.
75%
of consumers trust athletes more than celebrities. People believe someone who actually does the thing.
5.6%
athlete engagement rate, against 2.4% for general influencers. More than double, for a fraction of the noise.
$69m
projected NZ influencer ad spend by 2029. The money is coming. Athletes should be getting a share of it.
The pilot
A limited intake cohort. Three months to prove content-first representation works.
- Weekly short form and monthly long form, published for you
- Channel strategy across Instagram, TikTok, YouTube, LinkedIn and website
- A brand-ready profile and pitch deck each
- At least one sponsorship conversation opened
- Zero cost to you
Being an individual athlete is lonely. Join the team.
Serious NZ endurance or extreme sport athletes. At minimum you come out of it with new content, a platform and a pitch.
Brands who have tried to sponsor NZ athletes and given up, this is for you too.
Now boarding.
DMs are open →This isn't a marketing agency that discovered athletes. It's the other way around.
Chris Randle, founder
Fifteen years in events. London 2012 Olympics. Event director for the
World Triathlon Series at Lagardère. Created the Queenstown and Hawke's
Bay marathons, the Motatapu and the Pioneer. Regional director at
Ironman. Founded Extra Rad Events in 2021 and grew Blerter to
15,000 events globally.
"I keep watching talented athletes go unseen and unpaid. But without
athletes there are no events."
Questions athletes ask
The things people want to know before they get in touch.
Do I have to edit or post anything?
No. You film and upload. We do the rest. You approve everything before it goes live.
How much of my time does this take?
Filming, and one planning session a month. Most of it comes from things you were doing anyway. Short clips, not long ones.
What if I'm no good on camera?
Most people think that and most people are wrong. If you'd rather not talk to camera, we carry it with captions instead.
What gear do I need?
We provide it. Action camera, mics and mounts, plus a setup session so you're never guessing at settings.
Who owns the content?
It's a collaboration, so it goes out as a collab post: your channels and ours at the same time, in front of both audiences. The content is yours to use. We keep the right to show the work in our own portfolio, and nothing goes to a brand without talking to you first.
I'm a brand, not an athlete. Is this for me?
Yes. If you've tried to sponsor NZ athletes and given up because there was nothing to work with, that's the problem we fix.
Get in touch
Athletes, brands, or anyone who wants to know more.
Now boarding.
Up and coming runners, triathletes, adventure racers and extreme sport athletes. Tauranga, Rotorua, Christchurch, Wānaka.
Prefer a DM? We are on Instagram at @extrarad.agency.
Follow along
Everything goes out on @extrarad.agency as it lands.
