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Inside the Creator Economy is a business podcast exploring how creator-led marketing is reshaping modern brand building.
Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, the show brings you inside the conversations shaping the future of the creator economy - from CMOs and founders to creators, platforms and growth leaders across Europe.
This isn’t about one-off campaigns. It’s about what happens when brands move creators from the margins to the core of their strategy.
Each week, we unpack the real questions marketing teams are facing:
- What does it take to stay culturally relevant in a fast-moving landscape?
- What can brands learn from the creators who build communities, not just audiences?
- How do you structure for creator-led growth?
Produced by Cure Media, one of the leading creator marketing agencies in Northern Europe, this podcast is for marketers and business leaders who want to understand where growth is heading next.
Episodes
Sunday Dec 28, 2025
Sunday Dec 28, 2025
We’ve been bringing creators from our community into the podcast to understand what’s actually shaping culture locally - and right now, running culture is one of the biggest shifts we’re seeing.
This week, we’re joined by Hedda Schroeter Skaug, creator, runner, and one of the strongest voices in Norway’s running community.
And she’s refreshingly clear on what many brands still miss: running isn’t becoming more extreme - it’s becoming more human.
We talk about:
- why the most important “metric” is learning to trust your body (not your Garmin)
- what comes next after run clubs and where the running community is heading
- plus Hedda’s best running tips (including why you actually need at least 6 pairs of shoes)
If you’re a brand trying to enter running culture in an authentic way, this episode is your shortcut to understanding what the community values right now.
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