Tell us about the team that works on the podcast.
Wild Ideas Worth Living was created by host Shelby Stanger in 2016. Early on in the process, she hired Puddle Creative to edit and distribute the show. Shelby used to run ads from various outdoor brands or outdoor adjacent companies, and in 2018 REI Co-op became the sole sponsor of the show. In 2019, REI purchased the podcast outright and it became the flagship show of their podcast network. Currently, Wild Ideas Worth Living is produced by Annie Fassler, Sylvia Thomas, and Sam Peers Nitzberg at Puddle Creative in collaboration with Jenny Barber, the podcast program manager at REI Co-op Studios. Research and episode conception is largely done by both the REI and Puddle Creative teams, and Shelby Stanger  interviews each guest, and hosts the show as the narrator. The episodes are written, edited, and mixed by Puddle Creative. Our process is really collaborative and fun – each episode has a handful of ears listening and providing feedback, including the guest.

From there, we do everything we can to tell our guests’ stories in a way that is both accurate and entertaining. That process includes many script drafts, tightening the tape, and getting creative with music and sound design. Finally, we track all of our episode metrics. For Wild Ideas Worth Living, we aim for at least an 80% consumption rate for each episode. We study the metrics once a month, and make revisions to guest consideration, subject matter, and editing processes based on the trends we see. So far, our trial and error approach has worked very well for us. Each year, we’ve substantially increased our average consumption rate.

Has the concept of the series evolved over time?
The series began as an interview chat show with adventurers, researchers, and authors in the outdoor space. It centered on those who pursued their “wild ideas.” While our focus is still on adventure-forward stories, we now use a more narrative style to talk about personal transformation, mental health, environmental activism, and social impact. We focus on telling diverse stories to align with our belief that everyone belongs in the outdoors.

What has been so special about the partnership with REI?
Our partnership with REI has allowed us to level up in many ways. First off, there’s the name recognition that comes with working with such a well-known brand. We’ve been able to have more high profile guests on the show because REI already has relationships with them. Second, the quality of the show has improved – with a larger budget behind the show, we’ve been able to upgrade our audio production and recording practices, as well as dedicate more time to the creation of each episode. Third, the association with the brand has given us more marketing and publicity opportunities, like signage in REI stores and presence at events like the NYC marathon.

We choose to do this because we want to make sure that we’re sharing their story in a way that feels accurate to them, but we often get really glowing feedback from folks about how well we capture their experiences. Creating a weekly show of this caliber has also pushed us to refine our processes to uphold our quality standards to make sure we’re publishing work we’re proud of.

The projects you’re most passionate about can turn into Gold (or Best in Show). Submit your entries by Friday, June 13th to get your wild ideas in front of the Jurors.