Action sports media house Teton Gravity Research (TGR) has announced that Lonely Planet has taken a strategic stake in the brand that will allow TGR to expand significantly.
The investment comes as TGR has doubled in size in recent years becoming one of the top media houses in the action sports and outdoor industries. Following the release of two award-winning feature films, TGR currently has multiple films in production and development phases across a variety of action sports. The business includes the highest profile film tours in the industry, a growing studio production business, lifestyle product collections, multiple television series, and an expanding digital audience with traffic doubling over the past year on TetonGravity.com.
“TGR was founded in 1996 to capture the passion and enthusiasm associated with action sports and adventure,” says Steve Jones, TGR co-founder. “Our mission has always been to inspire. We’ve admired the Lonely Planet brand for years, and as we got to know their team through an appreciation of our culture, we saw an opportunity to share resources, build on our respective strengths, and collaborate on new media with aligned strategic objectives.”
“TGR’s resources provide a fantastic expansion of our rapidly growing efforts in video and our digital ecosystem,” adds Daniel Houghton, Lonely Planet CEO. “Synergies between adventure travel and high-end media content will expand the reach of both the Lonely Planet and TGR brands.”
TGR is part of a rapidly developing strategy of expanding Lonely Planet’s global footprint, broadening its offerings in television and video, digital commerce, and original content. The two companies will continue to operate independently of one another while working closely to expand content and reach, providing TGR resources to grow and evolve in the changing media landscape with a focus on high-end content. TGR co-founders, brothers Steve and Todd Jones, will retain their ownership interest and continue to lead TGR as co-CEOs in the company’s Jackson Hole home.
