Outside magazine thrived on adventure stories. Now it’s in its own fight for survival.

Thurston, an avid cyclist who also enjoys skiing and hiking, began assembling the company in 2019, when he bought Pocket Media’s cluster of magazines, including Triathlete and VeloNews. In 2020, he bought another group of magazines, including Ski and Backpacker, from Active Interest Media. In November, Outside owner and editor in chief Larry Burke called out of the blue offering to sell the magazine.