Wet Dog Media To Launch Women's Sports Magazine

Posted on February 13, 2004

Wet Dog Media has announced the launch of a new national magazine aimed at the growing number of women who lead active sports lifestyles. Her Sports, which premieres with its March/April issue, targets women who participate in running, mountain biking, triathlon, skiing, snowboarding, hiking, surfing and other popular individual sports. Her Sports, which includes the tag "Active Sports Lifestyles" under its masthead, plans to start with an initial circulation of 50,000. The magazine will be available at select bookstores and specialty shops.

"Women are no longer just going to aerobics classes or working out at the gym. They're participating in athletic activities in record numbers," said Publisher Dawna Stone.

Stone, who has professional expertise in corporate marketing, operations and finance, said she created Her Sports in response to a lack of resources for women who participate in sports as a way of life. An avid triathlete, skier and water sports enthusiast, Stone's athletic resume includes swimming for the University of California, Berkeley, and finishing the Hawaii Ironman Triathlon World Championship.

"Her Sports is for real women who balance the sports they love with busy, successful lifestyles," said Stone. "This is not a magazine for women with an eye on getting skinny or flattening their abs in two weeks. It's for all those women who feel left out by the current women's fitness magazines."

According to recent reports by the Sporting Goods Manufacturers Association and the National Sporting Goods Association, women are leveling the playing field with men when it comes to sports participation. They represent 54 percent of swimmers, 50 percent of cross-country skiers, 40 percent of marathoners and 37 percent of surfers.

In addition to sports training advice and interviews with everyday athletes, Her Sports will cover active and adventure travel, athletic gear and apparel, body and mind issues, and sports and general nutrition.

The magazine will be edited by Christina Gandolfo, previously editor-in-chief of Triathlete magazine. Creative direction will be headed by Kristin Mayer, who has extensive experience in magazine design, and, like Stone, is an Ironman athlete.