We wanted to be part of the fitness community, not just a magazine that covers it. I think we've been able to do that.

A lot of people are just getting into the fitness thing. And this is where it starts, events like Muddy Buddy.

It's part of our community health and wellness program. There will be 10 fitness stations along the trail that will allow people to do low-impact exercises ? and anyone can use it, including children, the elderly and the physically challenged. We're not excluding anyone.

It's integrated marketing. We have a market that is very specific, and we do everything we can to support that market.

You learn right away what you do well, and what you don't.

We went to Nike, which knew us from the other magazine, and Nike agreed to buy the back cover of our first issue. That was a great show of support and other advertisers followed.