Here is a transcript generated by of The Content Mix podcast interview with VeraContent’s Shaheen Samavati and Hristos Fleturis, digital marketing manager at Scott Sports, on YouTube marketing:

Shaheen Samavati 0:13
Hi, everyone, I’m Shaheen from The Content Mix. And I’m excited to be here with Hristos Fleturis, former global social media manager at Red Bull Media House, who just joined Scott Sports as their new digital marketing manager for their bike division. Thanks so much for joining us today, Hristos.

Hristos Fleturis 0:28
Happy to be here. Thank you.

Shaheen Samavati 0:30
It’s great to have you. So let’s jump right into it. Can you just tell us a bit more about your background and experience in marketing?

Hristos Fleturis 0:37
Yeah, for sure. Where to begin? Actually, I think the best part is that I’ve worked as a social media manager at Red Bull for the past five years, which has been like one of the biggest turnarounds that social media has ever had, in probably the last five years, a bunch of new platforms and everything. But that’s kind of like how I ended up being here now, as a digital marketing manager at Scott’s. Before this, I’ve studied public relations. I’ve graduated from a master in digital marketing, and public relations in Denmark at University of Southern Denmark, which was kind of like the push that I needed to keep going into this field as well. Before that, yeah, my bachelor was in public relations. So it was kind of an interesting mixture of everything communication-wise, let’s say. And then slowly I ended up in like more specialized into digital marketing and social media at the end, which was at that time, and I think still now as well, one of the best turnarounds that marketing could have had. And it’s heading into a great direction as well. So it’s interesting to still be part of it. But although at a different sort of scale and direction at the moment than I was before. So yeah, that’s kind of like how I ended up here now. I’ve always had this sort of more creative side of things, although I come from a family of doctors. So it’s completely different. I’m kind of like the outsider over there. But yeah, everybody kind of like agreed eventually that it was a good choice. So yeah, here we are.

Shaheen Samavati 2:22
And you’re originally from Greece, and you’re now living in Switzerland, right? So what was your journey there?

Hristos Fleturis 2:29
Yeah, it’s a fun journey. So yeah, I was born in Greece, I lived in Romania most of my life. And then my master, as I said, was in Denmark. And then I lived in France for a while as well, as a freelancer and well, postgraduate-life kind of a deal in Ireland as well for six months for an internship. And then I moved to Austria afterwards for the position at Red Bull. And that was five years ago. And it’s, yeah, now I’ve actually just ended the moving process to Switzerland, like a month ago. So it’s been an interesting European journey so far, and exciting to get that going and see where it leads in the future as well. It opens up a nice perspective on life, I feel like, because you kind of get the ups and downs of each culture you go through and it’s really cool.

Shaheen Samavati 3:24
Yeah, definitely. Very interesting pan-European experience. And then, of course, I’m sure, lots of our listeners are probably curious about how did you get your foot in the door at Red Bull? I mean, everyone in content marketing I think is familiar with the work they do. It’s kind of famous for success in content marketing, especially with Red Bull Media House being like the center of all that. So how did you get into that world?

Hristos Fleturis 3:48
Yeah, I mean, pretty much based on the experience I had before. So I always tried to push myself into creative fields, and YouTube channels and video edits and stuff like this. So I’ve had all my experience before this was always focused on this style of content marketing, let’s say, which is kind of pretty much what Red Bull does in any case. And then yeah, it was pretty much like, around six months after I graduated from my master, and the position was available. And it was an internship at first, which was great. And then I managed to get into the world even a bit more and stay in the world of Red Bull for five years, which was quite exciting. So it was a huge learning curve, and actually a huge experience. Kind of because, as I said, I started as an intern, so I had to literally, I wouldn’t say work from morning till midnight to get going. I don’t think that’s the point here. I think the idea was that I tried my best to learn as much as possible and experiment as much as possible. And eventually, yeah, it led to bigger things afterwards. So yeah, I kept an open mind as much as I could, and tried to adapt my style of work and everything to what Red Bull does. And it paid off eventually. So that’s pretty much how, yeah. It was quite, let’s say, it’s an easier way somehow, because it was like an internship first, and then the hard part came afterwards, which was keeping myself there, somehow. So yeah.

Shaheen Samavati 5:38
And so the role that you evolved into at Red Bull was like global social media manager. Maybe you could tell us a bit what you were responsible for there? And then also, why you decided to change gears and go into digital marketing?

Hristos Fleturis 5:53
Yeah, so pretty much how my job went there, like my position kind of evolved every one to two years, which actually kept my motivation as well going really well. So I started working on what was at five years ago, Red Bull TV, social channels, which is like, the more video-related part of our web of And that, from there evolved into managing Facebook and Instagram for a while as well, and experimenting with other platforms such as Snapchat, and Musically, that was like years before. And then afterwards, I kind of moved into managing the YouTube world of Red Bull. So for each, let’s say, every one year and a half, or something like this, something new was coming up that had to be managed from our global team over there. So eventually, yeah, even the team that splits into having for each platform is more or less something going on. And then I was the one on the YouTube side of life, which was actually even better than any other platform. That’s to say that any other platform is not amazing in social and marketing, especially. But YouTube is a huge world. And it was really cool to work on that side as well for like two years. So yeah, it was actually, as I said, the global social media manager position itself was kind of like, mixed with all the channels, and then eventually ended up specializing on the YouTube side.

Shaheen Samavati 7:33
I imagine YouTube is like, probably the most important channel for Red Bull considering it’s so video focused.

Hristos Fleturis 7:40
Yeah, for sure. And I mean, it’s the one spot where you can, I think, can actually build a community around your brand. So it’s, and it’s also like a monster of a platform, like, the way it works in itself. And the way the algorithm works on YouTube is so much different than any other platform that it’s interesting to get to learn it and to understand why things work and why they don’t. And then also to end up thinking, “Oh, well, it’s YouTube having changed or something like this.” And all this kind of random thoughts that pass by. And at the end of the day, it’s all about the content all the time. So that was for sure. Interesting. And yeah, I mean, Red Bull is almost at 10 million subscribers now, which is huge. So great shout-out to the team for helping getting there for sure.

Shaheen Samavati 8:33
Yeah, so many things. And can you tell us more about your new role at Scott Sports and kind of how it differs from what you were doing before?

Hristos Fleturis 8:42
Yeah, I mean, it was an interesting switch, let’s say. I feel like after so many years in social media, there was a need to take a step further and focus on… different aspects of online marketing that at least before I wasn’t necessarily doing as much. And it’s kind of like fulfilling the overall circle of the online world. Yeah. Cause like, I’ve worked on the Facebook and Instagram side, and YouTube and Tiktok, as well. So I’ve kind of covered that side. But then there’s still so much more to it. There’s so many other like, campaigns going on, and like the paid side of life and search being a thing. So it was kind of like the parts left of the digital marketing that I wanted to focus on more moving forward. And I would say another reason why that happened—well, two other reasons why that happened, actually—is first of all, like, we all know how last year went and everything. We don’t need to focus on that anymore. But like at one point, social media can be just tiring overall as a field in itself. And moving to something that you don’t have to be on Instagram every second of your life, it’s a bit easier and it’s an interesting move because you can still apply everything you’ve learned from all the other social platforms into any other part of digital marketing. So that’s one reason I wanted to mention. And then the second one is because of cycling pretty much. I cycle every day, I cycle to work I cycle for weekends, and weekends. And yeah, my biggest hobby pretty much is cycling. And for Scott, it’s a brand I’ve been following for quite a while. And I wanted to be part of its digital journey and the future that lies ahead in cycling. So that was kind of like a natural step for combining work life with personal life as well. And it’s interesting to get it going and see where it leads for now, but it is for sure exciting to have this change, especially moving from Red Bull, which has such a big social media world going on to a bike brand that’s obviously a bit smaller. But still, the opportunities are endless, the things that can be done. So.

Yeah, we actually did a post recently on The Content Mix blog about people’s personal passions and how they’ve impacted their career paths. So that’s really cool. Um, yeah, I mean, would you say that? Yes.

It’s interesting, because I feel like sometimes people try to keep that apart somehow, like, yeah, life, personal life is different. And I had that thinking as well at some point. I was like, maybe mixing cycling, which I really love doing by myself, with work can be maybe an issue. But I actually think it helps me even more, because you end up knowing the scene and what actually happens around and you can kind of learn from daily life, pretty much in cycling of how to actually reach the audience. So it’s interesting.

Shaheen Samavati 11:50
Yeah, absolutely. I mean, if you’re truly interested in it, that makes every moment of work interesting, I guess.

Hristos Fleturis 11:57
Yeah. For sure.

Shaheen Samavati 12:01
Well, okay. So, I mean, what are the channels that you’re focusing on now? And what’s a typical day like for you in your current role?

Hristos Fleturis 12:10
Yeah. So to bring it from the Red Bull side, which is mostly YouTube and content production as well. Now, the things that I’m doing are more, let’s say, classic digital marketing aspects. So at the moment, trying to figure out, obviously like, website’s strategy for Scott bikes, and things that we can do to kind of like, keep the momentum going, especially in the cycling side that like, things have been growing so much in the cycling side of the economy, especially after what happened last year. So it’s pretty much trying to figure out what the direction is that we can take, and how we can combine, obviously, social media with any other channels that we have. And also figuring out like paid campaigns and all these things. So it’s a lot of pretty much new strategies coming up that are going to be interesting, and really focusing on how we can improve on a legacy that Scott bikes has, and how we can take that further. So yeah, pretty much every day now is trying to also move away from the thinking of just social media all the time, and try to understand all the different aspects that come into, into cycling brands as well. So that’s one part that’s a continuous, like workflow and road, that’s going to be interesting for me to take as well, because I still end up sometimes even like, randomly during the day, and I check Instagram for Scott, and just want to reply to comments, stuff like this, which is still the part that I really love doing. But then it’s kind of like, okay, this actually is like one part of a huge puzzle that we need to figure out. So yeah, it’s for sure, really exciting. As I said, it’s taking everything that I’ve learned so far to just a different level and trying to apply things for a multitude of channels and distribution plans and everything. And at the end of the day you depend on like, the products themselves being released on a certain date and stuff like this. So it’s really interesting to try and change your mindset as well, based on like, obviously, after five years, working in social media, it’s a completely different mindset that you have, and deadlines are different. And now you’re really depending on the whole company pretty much to get stuff done and to figure out the website as well and then understand users. So pretty much at the moment, given that I just literally started like a month or so ago. It’s actually a lot of new processes and new strategies to come up with. So yeah, for sure, really exciting. And every day is kind of like, combining that with cycling for me especially, it’s really cool. So it’s a lot of work as well. But it’s getting there slowly.

So is social media still part of your responsibility? Or someone else responsible for that at Scott?

There is another social media manager in the team now, but we’re kind of like working together at this point, because like, my thinking all the time is that digital marketing and social media should not really be split apart. And it shouldn’t be two different teams in different spots and stuff like this. So it’s, we’re trying to keep things, yeah, as a team pretty much and work together to find the best at the end of the day, yes, user journey. Because obviously, bikes are the main goal. So it’s kind of figuring out if something makes sense or not to be done, or to have it on social, for example, and things like this. We’re working a lot together on strategy itself, while someone else actually does all the postings and the day-to-day social media, like checking all the channels and everything. But I still like to do that. So I still look at comments and things. Because it’s cool.

Shaheen Samavati 16:14
Definitely, yeah. And is content creation still part of what you’re doing? Like, how does that play into your role now?

Hristos Fleturis 16:20
Yeah, it’s not as much at the moment. It’s a lot of feedback. And yeah, like, sharing knowledge and trying to understand what the audience, first of all, likes. And that’s something that I’ve learned a lot over the past few years as well, to always have this sort of more audience-centric approach. And pretty much that it’s not necessarily being involved in the actual productions, as I used to do before and having actually like a clear parts of videos that go out on YouTube and stuff like this is a bit less now. But it’s still the guidance and the: What to do? And why do we need changes? That’s still part of the of the deal. And I think that’s, yeah, especially moving on in like 2021 and onwards, content is still king. So it’s important to have this connection between digital, social, and then the production teams as well, and trying to have a clear connection, because things sometimes can get like too far apart. And if you have two different directions, then it doesn’t work for anyone. So still trying to maintain that, at least to have like a direct communication. And everyone should be aware of all the changes happening on platforms as well, and algorithms, and all these things that play into how to make content. So yeah, it’s less, but still there.

Shaheen Samavati 17:48
Well, it sounds like you’re working more at the strategic level and like less hands-on.

Hristos Fleturis 17:53
Yeah, less hands-on on the content for sure. At this point, yeah.

Shaheen Samavati 17:58
Yeah. But I guess speaking of content creation, do you have any examples of content that’s worked really well for you in the past? Or recently, maybe? Probably not an example from Scott, considering it’s only a month, but maybe?

Hristos Fleturis 18:13
Yeah, I think there are plenty of examples I can come up with. But I feel like every one of them is always summed up by having a cool story to it, and something that people can relate to, and a clear subject pretty much. Because I’ve worked on the YouTube site for the past two years, it was actually interesting to understand what like, understand even more what people consume on YouTube from any perspective, not just the one for Red Bull. But all the time, the things that even I enjoy watching or things that you actually see trending on YouTube, for example, are stuff that are super clear and simple and concise and have a clear story to them. That leads to something, even if it’s like a short video or a long video. I think, obviously, the algorithm sometimes pushes longer videos, which makes sense because they want people to stay and watch on the platform, right. But the interesting part is that even a short one, as long as it’s cute and has a clear story to it, it’s great. And I’ve always got like, a lot of excitement and just like happiness out of just seeing people relating to what we’re posting and having them just being like, Okay, cool. I’m gonna go out there now and ride my bike, which is similar to what happens at Scott as well. Like, we would have a video on YouTube, which is just a simple story of people riding bikes and at the end of the day, that’s all that people need to be motivated and get out there and ride bikes, right. So it’s, I would say, yeah. For me, that was always like the best way to tackle content and something that fits obviously to whatever brand people will be working with. But it’s the main part that was, yeah, part of all the content that we were doing, and also for me all the time. Yeah, the best reward was coming out of great stories that people can relate to. And that’s pretty much what was going on all the time at Red Bull before, and things that we’re trying to build and actually not build, but maintain here as well at Scott, so.

Shaheen Samavati 20:28
So like, who is your target audience now, at Scott?

Hristos Fleturis 20:33
A lot of people that ride bikes!

Shaheen Samavati 20:36
Like different segments, I guess.

Hristos Fleturis 20:39
Yeah, of course, like, women’s cycling side as well. It’s a great focus that we’re having now. And obviously, very important. And not a lot of cycling brands out there have moved into that side that much. So that’s for sure one… really exciting part to be working with as well. And other than that, yeah, it’s actually a lot of audiences, because pretty much there are bikes for any sort of domain, for any sort of audience out there. So it’s a lot of a mixture of the audience from… it’s not necessarily a clear focus on Gen Z, or whatever other generations out there. But it’s a focus on like, a lot of audiences. And that’s what actually makes it really interesting because you need to think from a digital marketing perspective on how you can reach a lot of them and not necessarily a young audience or middle aged or older, or kids as well. So it’s a different perspective of how you can actually get the right bikes to the right people, at the right time, pretty much. And more of it. So it’s interesting to have that going. And obviously, like Scott has a huge history in mountain biking as well. So that’s still one of our main focuses, but you still have road cycling, and gravel and all these things still being like huge at the moment. So it’s an exciting, interesting combination, for sure.

Shaheen Samavati 22:12
And I guess, obviously, at Red Bull the level, the amount of content creation is just huge. I mean, how does that compare to what you’re doing now? And is Scott looking to like, increase or become a bigger media producer?

Hristos Fleturis 22:28
Yeah, I think well, it kind of depends, because having a lot of content doesn’t necessarily mean that you’re always reaching the right audiences, and having a clear strategy around it as well. I feel like most brands can even have, okay, you have less content, but you’re focusing on the exact thing you want to reach and like the exact audience, and you have a clear schedule, and you know which platforms you want to focus on, and what’s the goal of each video. And I think here, things are different in the sense that everything has to have a clear goal into what we’re actually aiming for. And what’s the point of that video? And is it going to be part of a paid campaign? Is it going to be something else? How do you include, actually, writers, like all the athletes and ambassadors as well in it? So it’s for sure a different perspective. But content is never like… it’s still the first place whenever you think of something coming out. And the next stage that you have the next campaign going on. Like, what’s the content going to be like? That’s always the first question coming up still. It’s obviously less than what Red Bull does, because obviously, Red Bull covers a lot of events and a lot of sports. So the amount of things that you get there are different and the amount of access that you have to athletes and creators as well as completely different. So yeah, it’s actually interesting to have that… that change, especially in the mindset of how I’m working, for example. Because before it was a lot of like: Oh cool, there’s new content coming out, what can we do with it? Can you cut it into like 1000 pieces and make something for each platform? And stuff like this. And now it’s a lot of like, being more concise from the very beginning of what’s about to happen with a piece of content. What’s the plan. So yeah, it’s smaller scale. But still, I would say for the scale itself, it’s still the same amount of content that you have to deal with and figure out all the time. So, it’s an interesting approach. And yeah, as long as it reaches the goals, then that’s the way it should be done. So, yeah.

Shaheen Samavati 24:42
Absolutely. And well, I wanted to ask you, specifically, having so much experience with YouTube, if you have any tips for those looking to get more out of YouTube? Or just maybe little-known features, or I don’t know, things about the algorithm to keep in mind?

Hristos Fleturis 24:58
For sure. So yeah, I think there are so many things I can talk about YouTube, that can be like a separate part as well. But I think the best parts are, as I said earlier, always have like a clear story. So if you’re, let’s say, you’re a young, small brand or something like this and want to have a YouTube channel, just think of what you’re actually going to have there that your fans will actually enjoy following and if that’s part… if that’s actually going to help your brand or not. Because just having it there for having it… for the sake of having it, it doesn’t really, it’s not going to help. And then you’re always going to think that it’s always the algorithm or something else. But actually all the time on YouTube, it happens that most people are not actually sharing the best thing that actually works for their fans. So in this case, it would be just have a clear plan of what is going to happen on the channel. And what do you want to post, and how often do you want to post as well, because if you would have it just for a video every six to seven months, then it’s very hard to build an audience. So always have like a clear story to what you want to share there pretty much. And then each video would have also a nice little story to it, no matter what it is, even if it’s a “how to” or any learning videos, or unboxing stuff or anything else that works or sharing how to work from home or whatever is trending at the moment. It always has a clear subject, right. And that’s something that people really need to start focusing on when they start a YouTube channel. Because I actually feel that the most underrated parts that people are still not finding it that easy to follow. Although it’s always there, and at the end of the day, just have fun as well. That was the best parts of my time working with YouTube or whenever something was coming out. We were actually having fun posting it and coming up with ideas for it and titles and anything like this… fun thumbnails. So it depends on your channel as well, obviously, and your brand. But just have fun and have a cool story that can work there. And don’t think of the algorithm that much because the algorithm is the strongest thing around. But it’s, it doesn’t affect you as much always. So if you kind of, let’s say, follow this story that you want to share, then things are going to work out eventually. But it takes some time also, so.

Shaheen Samavati 27:31
Yeah. But speaking of posting frequency, what do you think is the minimum to start a YouTube channel that you’d need to be publishing?

Hristos Fleturis 27:41
Good question. Because I know for example, like animators a lot, they would only post like one video every month or every six months. And still people would watch that, like crazy, because that’s what their audience is used to. So I think it brings it back to the point of just get your audience used to a certain schedule. So if it’s every two weeks, then at least people would know that. So try to cross promote that on Instagram, Facebook, wherever, and make your audience aware, like, oh, we’re posting every Thursday, every two weeks on Thursday. Cool, done. Keep it like that for the next six months. And that also can help you make the content on time as well. One of the biggest issues obviously on YouTube is right, like having anxiety and like not getting the posts out on time and how we’re going to keep a certain schedule. But if you kind of split it and keep the regularity, then it actually helps you move on from that anxiety and you can make like 10 videos now that you’re gonna post over the next six months, rather than suddenly having to post it in the next 10 weeks, which can be a different approach, mentally, especially so. Or like posting two this week. The next week, I don’t have anything because I didn’t have time to do anything. And then afterwards, I have three videos suddenly, so I’m just gonna dump them all in here. But that doesn’t really work. So yeah. Just keep like a clear schedule for your audience. And it can be every week, every two weeks. Obviously, if you have time to do it every day, then for sure, let’s go for it.

Shaheen Samavati 29:12
More doesn’t hurt. Yeah. But I guess don’t commit to a frequency or don’t say you’re gonna do a frequency and then later not do it. That’s probably the worst…

Hristos Fleturis 29:21
Exactly… The audience on YouTube is very clear, like, you know when something is gonna come up, and you’re gonna be there for the creator you follow or the brand you follow, news, publisher, whatever. So you kind of know where the things happen. So that’s the whole point to kind of keep the audience coming back. And that is going to help your channel a lot afterwards.

Shaheen Samavati 29:41
Yeah, I think that’s a really good tip. Choose a frequency that’s sustainable for you and that you know that you can prepare in advance for a certain amount of time.

Hristos Fleturis 29:49
Yeah, and then you can test that out for half a year or something like this and see how it works. And that also gives you some time to think of the videos also. Like, what are we going to do? And how to do it? You know.

Shaheen Samavati 30:04
Definitely, well I wanted to ask you about some of your recommendations. And first of all, if you have any, just daily habits that you attribute to your success?

Hristos Fleturis 30:17
Yeah, very good question. Actually, I think one of the habits I have, and I did mention that before as well, is just going cycling, or at least trying to be outdoors as much as possible. It’s hard these days, obviously. But just having a way to get fresh air and be out there as much as possible is one way for keeping me… yeah, lose stress as well and try to like unwind pretty much. And cycling is one of those things that I do, which for me, it’s very easy to jump on the bike and just ride even if it’s five kilometers to somewhere, or 10 or more. It doesn’t really matter as long as I can at least do something with a bike. It really helps the mind especially and like anxiety, and all these things that can happen. Like you’re just on the bike and try to find your way around. And it’s really helpful. Other hobbies that I have… Yeah, I usually like to, especially at the beginning of a week, try to look at, to actually listen to random podcasts that maybe I haven’t listened to before. So I would go on Spotify, and just search some random podcast, if you haven’t tried before. And it really helps find new things out there. And one of them I was listening to now, pretty recently, was THEMOVE which is from cycling as well. But there are some other ones that are, yeah, pretty cool. Actually one of them was Thinking, which is a cool podcast about photography and movies, which just I tune in randomly from time to time and listen to a random episode. And it’s great to kind of not necessarily focus all the time on like marketing or anything like that. So it’s kind of like completely different ends. And it’s cool. And yeah, another one would be just read books from time to time as well. And any sort of book works pretty much, but now I’m into Stephen King, which I’m not sure how much is helping, but…

Shaheen Samavati 32:30
Increasing anxiety… a horror book.

Hristos Fleturis 32:33
Yeah, but it’s a good one for sure. It’s fun books, and I’m a fan of Amazon, so.

Shaheen Samavati 32:40
Yeah, well, speaking of books and things like that. Are there any other recommendations you have when it comes to, well, any any kind of resources that might be relevant for our audience? Like any books, apps? Websites? Platforms? Other podcasts.

Hristos Fleturis 32:56
I think it’s still a very trendy book. But I’ve been a lot into Sapiens. I forgot the whole name… Yuval Noah Harari? I believe. Yeah. And that, I think that brief history of humankind kind of fits to where we’re heading now. And it’s interesting to apply that into understanding why marketing works the way it does now, and why social media is a thing. So it’s, yeah, it’s an interesting perspective on humanity there, that I found really interesting to kind of take learnings from there and try to understand what we’re doing inside of the digital life. And other than that… Yeah, I’m a huge fan of Jack Kerouac as well. I’m not sure if, yeah, if everyone just read anything from Jack Kerouac, but it’s an interesting perspective on life also. And this sort of like, yeah, beat generation lifestyle that, I think sometimes it’s good to get lost into, and move away from like, all this nine to five sort of stress that we have and try to look outside as well. So those would be, let’s say, more or less like two, three things that I had. And podcast wise… yeah, it depends. There are a lot of things out there that I think make sense. I’m listening a lot to The Daily or as well Today, Explained from Vox. And one that I really actually find very funny is Dear Hank and John, they’re actually two of the original YouTubers out there, kind of Hank Green and John Green, as well. And they are really simple podcasts where they just answer letters from listeners. And it’s a great and fun and actually even very interesting podcast sometimes, because a lot of new things are shared there. So yeah, that’s actually kind of like my weekly podcast that I listen to as well. And then yeah, I’m a lot on Clubhouse as well, just tuning into random rooms, clubs, whatever they’re called, and trying to listen to like cycling-related ones and more sporty stuff that are trying to happen there. So I think it’s an exciting world for audio coming up for sure. So, yeah, I try to use a lot on Clubhouse, although sometimes I do get lost into the app. But…

Shaheen Samavati 35:24
Yeah, very cool. You’re on the cutting edge with the new apps. Cool. Well, lastly, I just wanted to ask if you have any professional role model or source of inspiration?

Hristos Fleturis 35:38
Very good question. I don’t know, there are lots out there. And a lot of people that I’ve actually worked with over the last years that have been great role models for me as well. And yeah, one of them would be Charlie Grinnell, for example. He works in Canada now and has a company called RightMetric. And that’s, yeah, I think that actually it’s very hard to just name a few people, because I actually love to look a lot into the people I work with, and try to learn from them. And they are usually the best role models for me kind of like, obviously, not everyone, but part of them. It’s like, it’s good to see how they can organize themselves. And a lot of the people I work with have been moving around the world as well as I did. So it’s, yeah, it’s a very interesting perspective. And then one of the bigger role models, I would say, is Lael Wilcox, she’s an endurance, ultra-endurance cyclists. But, yeah, I would totally recommend actually checking her Instagram and everything, and just the way of her grasping life and combining that with cycling. And the things that she’s done for the community as well have been great. And it’s actually a lot of motivation there, too. One of the biggest motivations as well, that attracted me to be more devoted to cycling, came from her as well. So yeah, she’s one of the best ultra-endurance cyclists out there. So if you’re into this kind of stuff, then I totally recommend checking that out, or just all the adventures, they’re really fun backpacking adventures across the world. So, yeah.

Shaheen Samavati 37:22
Yeah, it sounds really cool. I definitely have to check that out. So we’re reaching the end of the interview, I just wanted to ask if you have any final takeaways or parting advice for our audience of other marketers across Europe?

Hristos Fleturis 37:35
Yeah, I think it’s a lot to do with, yeah, try to be outside and don’t get lost into the social digital life for too much, especially in these days, when I feel like it’s very easy to just work from home and you kind of never disconnect, you know. So I would say, even if it’s a five-minute break of doing something completely different, just do it, or just enjoy sitting on the grass for five minutes and to do nothing, which I think was very important. And other than that, bringing it back to kind of like content marketing and the YouTube side of things, I would say, yeah, keep an open mind and have fun creating content because then eventually things are gonna work out. So yeah.

Shaheen Samavati 38:21
Absolutely, that’s great advice, a great note to end on. And I just wanted to ask you what’s the best way to get in touch with you or learn more about what you do at Scott Sports as well?

Hristos Fleturis 38:33
Yeah, sure. Well, you can follow us on all @scottsports and @bikeonscott Instagram channels as well. Those are a really cool way to keep track with our cycling world over here. And as for myself, like you can find me on Instagram and LinkedIn as well. It’s @hristosfleturis, which is my name or on YouTube at The Unshaved Cyclist. That’s also something I’m building on now as well. It’s a lot of cycling, fun stories to keep an eye on. So those are, let’s say, my main platforms I’m on at the moment.

Shaheen Samavati 39:08
Excellent. Yeah, we’ll make sure to include links to all those in the show notes that go along with this episode. So yeah, we’re all done. Thanks so much, Hristos, for sharing your insights with us. Really enjoyed having you on the show.

Hristos Fleturis 39:20
Thank you for your time as well. It was really fun talking to you, for sure.

Shaheen Samavati 39:24
You too. And thanks to everybody for listening in today. For more perspectives on content marketing in Europe, check out and keep tuning into the podcast for more interviews with content experts. See you next time. Bye.

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