Replay: How Barstool Sports’ ex-CEO cooks up attention, with Food52’s Erika Ayers Badan
Masters of Scale
Deep Dive
Why did Erika Ayers-Badon leave Barstool Sports for Food52?
Erika sought a new challenge and a different environment after a decade of intense, high-stress leadership at Barstool. She wanted to learn new skills and contribute to a different industry while leveraging her experience in building community-driven brands.
What was the revenue growth at Barstool Sports during Erika's tenure?
Barstool Sports' revenue grew from $5 million to $300 million during Erika's time there, from 2016 to 2023.
How does Erika describe the culture at Barstool Sports compared to Food52?
Barstool Sports was described as wild, free, and disruptive, with a young, chaotic, and fearless team. In contrast, Food52 is more refined, with a focus on home, food, and community, and a more professional, grown-up environment.
What lessons from Barstool Sports is Erika applying to Food52?
Erika is focusing on building a community around personality and charisma, similar to Barstool. She aims to add more edge and humor to Food52 to capture attention in the attention economy, while also maintaining authenticity and connection with the audience.
Why does Erika believe 'no' is often a better answer than 'yes' as a leader?
Erika argues that saying 'no' enforces discipline, protects focus, and ensures that resources are allocated to the most impactful initiatives. It also helps avoid overcommitting and spreading efforts too thin.
What challenges does Erika face in transitioning from Barstool Sports to Food52?
Erika must adapt to a more refined, less chaotic environment at Food52, where perfection and authority are valued. She also needs to balance humor and edge with the more serious tone of the food and lifestyle industry.
How does Erika plan to build personality-driven communities at Food52?
Erika wants to introduce more personalities with charisma and opinion to Food52, similar to how Barstool built its community. She is experimenting with humor and relatability to create emotional connections with the audience.
What does Erika think about the media business today?
Erika believes the media business is challenging but rewarding, as it requires constant innovation and adaptation. She sees the industry as fragmented but full of opportunities for those who can create compelling, personality-driven content.
How did Erika handle controversy and criticism during her time at Barstool Sports?
Erika focused on building a professional environment and a durable business model rather than trying to appease every critic. She recognized that controversy was inevitable and chose to prioritize growth and sustainability over public opinion.
What role does humor play in Erika's approach to building brands?
Humor is a key tool for Erika in capturing attention and building emotional connections with audiences. She believes that humor, when used authentically, can make brands more relatable and engaging in the attention economy.
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