Colorado University Athletics
Alumni Update: Goucher, Catalano On The 'Edge'
February 15, 2016 | General, Alumni C Club, Neill Woelk
BOULDER — When good friends and former Colorado cross country standouts Tim Catalano and Adam Goucher decided to write a book, they knew what they didn't want.
They knew the book would be about running — what else do former Buffs cross country standouts write about? But they knew they didn't want “just” another running book. They didn't want a book filled with dry training plans, nutrition rules and a long list of rigid, daunting demands and requirements.
In short, they didn't want another book similar to the dozens — if not hundreds — that were already on the market.
So Goucher, one of CU's best runners ever, an Olympian and world-class professional for more than a decade, and Catalano, a teacher with a strong background in psychology, combined their expertise.
“We told ourselves that if we were going to do it, it had to be different,” Goucher said. “We weren't going to write just another running book like all the others that were already out there.”
The result?
“Running the Edge,” a book Catalano cheerfully describes as “a mashup of positive psychology and endurance sports.”
No training regimens or plans. No dietary strictures. Instead, a book filled with positive reinforcement, life suggestions and tips, some brutally honest personal revelations from the authors, and encouragement — lots of encouragement.
“It's a book about the attributes that it takes for an individual to become a successful runner, or in Adam's case, a great runner, and how those attributes are the exact same attributes that translate into success in business, family, marriage, friendships, all those things,” Catalano said. “A mantra since we've started is that we have to be unique. We don't want to be another voice in the crowd, in the chorus. It's a running book unlike any other running book on purpose.”
The two longtime friends first decided to write the book because they were both at personal and professional crossroads. Goucher's professional running career was winding down; Catalano had decided to return to the United States after teaching overseas for several years. It sounded like fun, it was something about which they were both passionate and — they hoped — if all went well, they wouldn't lose money on the project.
They didn't. Instead, the first 5,000 copies sold out while also reaching the top 10 list on the Amazon Kindle for a time. They printed more books — and then discovered that people who read the book were so motivated they wanted Goucher and Catalano to speak at their events. They wanted more than just the book.
Thus was “Run the Edge” born, a Boulder-based online company for runners of all shapes, sizes and abilities. Run the Edge features an online running expo — one of the first of its kind in the industry — as well as training plans, expert advice, virtual races and challenges, and just about anything else the avid or casual runner could want.
Yes, the list does include training plans. After publishing their book, Catalano and Goucher found that some runners do indeed want detailed training plans and regimens.
“We finally caved in,” Catalano said. “Or, to be more specific, Adam caved.”
But even then, the two followed through on their vow not to be just another voice in the crowd. Instead, they turned their training plans into a game, similar to a board game. Instead of gearing the plans over a period of time to reap one reward at the end, they devised a way that would reward runners regularly as they progressed through their training.
“We basically said if we're going to do it, we're going to do it our way — completely different,” Catalano said. “We turned training into a game where you can earn points. We wanted to have an intrinsic and extrinsic motivation going through the training plan, where the payoff isn't just at the end. We didn't want, 'Here's 12 weeks to your first 5K and you've got to put in these 12 weeks before you ever feel rewarded.'
“We put in a system where you can get a medal every week — it's a virtual medal, but it pops up and says, 'Congratulations you've got a gold, a silver, a bronze.' It's consistent motivation.”
Run the Edge was also one of the first companies to venture into the “virtual race” arena. Runners, they knew, were always hungry for something to do between races, something to keep them motivated. So, they created virtual races, in which runners could run a “race” of a distance of their own choosing on their own course whenever they wanted. They can earn a medal, collect the omnipresent race T-shirt and have their times posted on the Internet.
The events were ultra successful.
But last year, Run the Edge began what may be its most successful — and creative — venture yet: the “Run 2,015 Miles in 2015” challenge. Avid runners had the opportunity to tackle the challenge on their own, but teams were also encouraged, making the challenge open to everyone, no matter their ability.
“We kind of broke the mold with this very different kind of challenge,” Goucher said. “We weren't sure what kind of response we'd get, but it was amazing.”
Indeed, while they hoped to attract 8,000 to 10,000 registrants for the 2,015 in 2015 challenge, they instead had more than 25,000 people sign up.
“We have walkers, serious runners, a guy trying to do it in a wheelchair, and people in chemotherapy who have a goal of 200 miles for the year and they're on a team that will do the rest,” Goucher said. “It's the whole gamut — people who finish the challenge in September and people who will be part of a team that will take it right to the end. One of the reasons our challenges are successful is its real people doing real things. It's awesome, and it makes our job fun.”
This year, they're doing it again — run/walk 2,016 miles in 2016 — but they're not alone in their efforts. As is the case with any good idea, approximately 30 other companies have created their own versions of yearlong challenges.
“We knew that was going to happen, but we plan to stay on the leading edge,” Catalano said.
One of those ways is the Run the Edge online expo.
Anyone who has ever entered a road race of almost any size is familiar with the expos that accompany the race. Run the Edge simply created an online expo that allows members to surf through an amazing variety of vendors and experts whenever they choose. Run the Edge has partnered with a variety of companies that offer everything from gear to aid stations to training plans, as well as podcasts, nutrition tips and, of course, advice and tips from the experts. (Of course, those experts include Kara Goucher, Adam's wife, former Buff and fellow Olympian.)
There are also crowd-sourced forums available, where members can discuss such topics as nutrition and injuries.
“We wanted something that would be familiar to runners,” Catalano said. “The response has been terrific.”
Membership to Run the Edge, which includes the challenges, access to the forums, expo and other benefits, is $25 per year — less than the entry fee for many races.
“Our goal isn't to make a bunch of money,” Goucher said. “Our goal is to put together and create a community of like-minded individuals going after one goal, trying to get their 2016 miles, to achieve that goal and to remain healthy and active that whole year. We want to help keep them on a fitness path for the entire year, and keep it accessible to as many people as possible. We want people to have access to something that can change their lives in a positive manner.”
For more information on Run the Edge, its online expo or race challenges, go to www.runtheedge.com.
Contact: Neill.Woelk@Colorado.edu
