Crowd Network
Crowd Network is an independent Manchester-based podcast network operating athlete-owned sports shows and branded content production for clients including Red Bull, Greenpeace, BBC, and Chelsea FC Women, with recent expansion into South Africa.
- Company typePrivate
- Founded2020
- HeadquartersManchester, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Crowd Network does
Crowd Network is an independent podcast network founded in 2020 and headquartered in Manchester, UK, operating a dual business model that combines athlete-owned podcast content with branded content production. In the athlete-owned model, former elite sportspeople — including Ben Youngs and Dan Cole (For The Love Of Rugby), Stuart Broad and Jos Buttler (For The Love Of Cricket), Jill Scott and Karen Carney (Long Story Short), Geraint Thomas and Luke Rowe (Watts Occurring), Joe Marler (Things People Do), and Sam Warburton (Captains) — host shows with ownership stakes, providing both post-career platforms and aligned retention. The branded production arm serves organizations such as Red Bull (Just Ride), Greenpeace (Oceans: Life Under Water), Chelsea FC Women (We Are Chelsea), BBC (Sports Strangest Crimes), Chester Zoo (Abi Clarke: Zookeeper in Training), and Positive News, creating content marketed as "content machines" rather than traditional branded sponsorships.
The network operates 15+ podcast titles spanning rugby, cricket, football, cycling, golf, and running, distributed across audio platforms, YouTube, Instagram, TikTok, and Facebook, with a community Strava run club attached to For The Love Of Running. Revenue derives from presenting partnerships (Asahi Super Dry for World Rugby, Tesco Whoosh for Six Nations, JAECOO for the rugby season, Science in Sport for running), contracted branded production, and ad/sponsorship inventory. Audience reach metrics are significant for a company of this size — 60M+ social views on British and Irish Lions Tour coverage, 1M+ listens and 56.7M social views for For The Love Of Cricket in its first month, and £500k raised for Sport Relief via Long Story Short.
In March 2026 the company expanded internationally, opening offices in Cape Town and Durban to launch For The Love Of South African Rugby, signaling geographic replication of the athlete-ownership playbook. The leadership team (CEO Mike Carr, Finance Director John Shelmerdine, Talent Director Louise Gwilliam, Content Director Steve Jones, Director of Strategic & Commercial Partnerships Darragh Kelly) has been deliberately built out, and 2025 marked a strategic pivot away from broad podcast experimentation toward a focused athlete-ownership and branded-show model. Revenue, funding, and ownership structure beyond founder/management are not publicly disclosed.
Crowd Network firmographics
Firmographics- Name
- Crowd Network
- Legal name
- Crowd Network Limited
- Website
- https://crowdnetwork.co.uk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Crowd Network is an independent Manchester-based podcast network operating athlete-owned sports shows and branded content production for clients including Red Bull, Greenpeace, BBC, and Chelsea FC Women, with recent expansion into South Africa.
- Ownership category
- akta.pro rank
Crowd Network industry classification
Industry- Product category
- Podcast Production Services
- NAICS
- Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events (7113)
- akta.pro primary industry
- Podcast Networks & Multi-Show Publishers (MPACADAB)
- akta.pro secondary industry
- Podcast Networks & Studio Platforms (MPAIADAC)
Keywords
Where Crowd Network is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Crowd Network business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Crowd Network product offering
Product offeringCore offering
Crowd Network operates an independent podcast network that produces sports-focused audio, video, and social media content. The company runs two complementary models: (1) athlete-owned podcasts hosted by retired or active elite sportspeople who hold ownership stakes in their shows, and (2) branded podcast and content production for organizations seeking multi-platform storytelling. Productions span rugby, cricket, football, cycling, running, and lifestyle, and are distributed across podcast platforms, YouTube, Instagram, TikTok, Facebook, and Strava.
Product overview
Crowd Network is an independent podcast network that creates athlete-owned and branded content across sports. The core offering consists of a portfolio of sports podcasts including For The Love Of Rugby, For The Love Of Cricket, Long Story Short, Things People Do, Watts Occurring, and Watts Occurring Femmes. The company operates two complementary models: (1) athlete-owned podcasts where former elite athletes (Ben Youngs, Dan Cole, Stuart Broad, Jos Buttler, Jill Scott, Karen Carney, Geraint Thomas, Luke Rowe, Joe Marler) host their own shows with ownership stakes, and (2) branded content production for organizations (Greenpeace, Red Bull, Chelsea FC, Chester Zoo, BBC) creating podcasts as content marketing engines. The company also produces For The Love Of Running (powered by Science in Sport) and For The Love of Cycling, expanding beyond traditional podcasting into video-first multi-platform content across YouTube, Instagram, TikTok, and Facebook. Services include podcast production, social media content creation, live events, and campaign management.
Differentiator
Problem solved
Functional benefit
Products and services
- For The Love Of Rugby Chart-topping rugby podcast hosted by England legends Ben Youngs (127 caps) and Dan Cole (118 caps), delivering match analysis, exclusive insights, and guest interviews. Expanded to cover women's rugby and the South African market.
- For The Love Of Cricket Cricket podcast hosted by England legends Stuart Broad and Jos Buttler, sharing first-hand insights from elite cricket.
- Long Story Short with Jill Scott and Karen Carney Football podcast hosted by former Lionesses Jill Scott and Karen Carney, featuring stories from both on and off the pitch under Crowd's athlete-ownership model.
- Things People Do Interview podcast hosted by Joe Marler and Tom Fordyce featuring conversations with interesting people about what they do. Rebranded from The Joe Marler Show in 2024.
- Watts Occurring Cycling podcast hosted by Tour de France winner Geraint Thomas and Luke Rowe, providing behind-the-scenes access to professional cycling.
- The Geraint Thomas Cycling Club Cycling podcast hosted by Tour de France winner Geraint Thomas, building a community of cycling enthusiasts since 2021.
- Watts Occurring Femmes Extension of Watts Occurring hosted by Emma Finucane (Olympic medallist) and Manon Lloyd, covering all things cycling.
- Captains with Sam Warburton Rugby podcast hosted by former Wales captain Sam Warburton, exploring leadership stories from rugby.
- We Are Chelsea Official Chelsea FC Women's football team podcast offering behind-the-scenes player access, hosted by Caroline De Moraes, with a video-first approach across multiple platforms.
- Beef's Golf Club Golf podcast hosted by Andrew 'Beef' Johnston, featuring conversations and content around golf.
- Official Rugby World Cup 2025 Podcast presented by Asahi Super Dry World Rugby's official podcast for the Women's Rugby World Cup 2025, hosted by Betty Glover and Anne Onwusiri with contributions from Ellie Kildunne and Shaunagh Brown.
- For The Love Of Running Running content platform powered by Science in Sport (SiS), delivering video-focused content across YouTube, Instagram, Facebook, and TikTok with a community Strava run club.
- For The Love of Cycling Cycling content channel featuring Ned Boulting, David Millar, Lizzie Deignan, and Pete Kennaugh, providing daily coverage during Grand Tours and weekly coverage otherwise.
- For The Love Of South African Rugby South African edition of For The Love Of Rugby hosted by double World Cup winners Steven Kitshoff and Trevor Nyakane, supported by offices in Cape Town and Durban.
- Just Ride (Red Bull) Red Bull's branded cycling podcast hosted by Rob Warner and Eliot Jackson, produced by Crowd Network for bike enthusiasts.
- Oceans: Life Under Water Greenpeace podcast produced by Crowd Network, telling stories about ocean conservation; second series included recording in the Arctic Circle.
- Abi Clarke: Zookeeper in Training Chester Zoo's first official podcast, following comedian Abi Clarke as she explores zookeeper work with access to enclosures and endangered species.
- Sports Strangest Crimes BBC podcast produced by Crowd Network, exploring unusual criminal stories in sports.
- Positive News Podcast Six-part series 'Developing Mental Wealth' produced for Positive News media outlet, exploring mental health solutions globally.
- Podcast Production Services Full-service podcast production for brands and organizations, including concept development, production, distribution, marketing, and management.
- Branded Podcast Creation Development of multi-platform branded content machines for organizations, enabling them to launch and run their own podcasts (e.g., Greenpeace, Red Bull, Chelsea FC).
- Athlete Partnership Program Partnership model where former athletes host their own podcasts with ownership stakes, providing post-professional careers and brand partnership facilitation.
Companies that use Crowd Network
Customer profileIdeal customer profiles3 records
Crowd Network technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Crowd Network partnerships and signals
Strategic signalRecent moves7 records
Expansion highlights6 records
Crowd Network competitors and assessment
Company assessmentBroad incumbents
- iHeartPodcasts: Largest US podcast publisher and network, with sports and personality-led shows. Comparable in audience-development and branded-content capabilities, though at significantly larger scale.
- The Ringer (Spotify): Spotify-owned sports and pop-culture podcast network with established hosts and large-scale production. Comparable as a multi-show sports-podcast network, though broader in scope and well-resourced.
- Global Player (Global Media): UK commercial broadcaster operating podcasts, radio, and live events including sports content. Comparable as a multi-platform audio network competing for the same UK sports audiences and advertisers.
- Wondery (Amazon): Amazon-owned podcast studio and network producing premium narrative and sports-adjacent shows. Overlaps with Crowd Network on multi-platform podcast production and brand partnership work.
- BBC Sounds / BBC Studios Audio: UK public broadcaster's podcast/audio platform producing Sports Strangest Crimes with Crowd Network and many competitor sports shows. Overlaps in sports-podcast commissioning and audience reach.
Direct peers
- Audioboom: UK-listed podcast hosting and ad-tech company that produces and monetizes third-party podcasts, including sports. Direct competitor in the UK podcast-network space with overlapping advertiser base.
- Podimo: European podcast platform and network that commissions, hosts, and monetizes podcasts including sports-adjacent content, with a similar audience-and-creator partnership model.
- Blue Wire Podcasts: Sports-focused podcast network in the US that partners with athletes and creators to build sports shows. Closest comparable in athlete-led, sport-vertical podcast networking.
- JOE Media: Irish/UK digital media company producing sports podcasts and video content with athlete talent. Direct competitor for UK and Irish sports podcast audiences, branded deals, and athlete-host partnerships.
- Noiser Podcasts (History Hit network): UK-based podcast network producing multi-show franchises with branded partnerships. Directly comparable in production infrastructure, multi-show publishing, and UK podcast-network scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Crowd Network social profiles
Digital presenceCrowd Network financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crowd Network leadership team
Management profileNumber of profiles
Profiles6 records
Crowd Network funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crowd Network M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crowd Network
What does Crowd Network do?
Crowd Network operates an independent podcast network that produces sports-focused audio, video, and social media content. The company runs two complementary models: (1) athlete-owned podcasts hosted by retired or active elite sportspeople who hold ownership stakes in their shows, and (2) branded podcast and content production for organizations seeking multi-platform storytelling. Productions span rugby, cricket, football, cycling, running, and lifestyle, and are distributed across podcast platforms, YouTube, Instagram, TikTok, Facebook, and Strava.
Is Crowd Network a public or private company?
Crowd Network is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Crowd Network founded?
Crowd Network was founded in 2020. It employs 11 to 50 people.
Where is Crowd Network based?
Crowd Network is headquartered in Manchester, United Kingdom, in the Europe region.
Who are Crowd Network's main competitors?
Broad incumbents on record are iHeartPodcasts, The Ringer (Spotify), Global Player (Global Media), Wondery (Amazon) and BBC Sounds / BBC Studios Audio. Direct peers are Audioboom, Podimo, Blue Wire Podcasts, JOE Media and Noiser Podcasts (History Hit network).
Does Crowd Network have an API?
No public API is recorded for Crowd Network.
What industry is Crowd Network in?
Crowd Network's product category is Podcast Production Services. Its primary akta.pro industry code is MPACADAB, Podcast Networks & Multi-Show Publishers, with a secondary code of MPAIADAC, Podcast Networks & Studio Platforms. Its NAICS code is 71121.