How Action Sports Brands Win Trust Through Authentic Localization

In this episode of The Agile Localization Podcast, host Stefan Huyghe sits down with Martina Russo, founder of The Action Sports Translator, to explore why authentic localization in outdoor sports demands lived experience, cultural fluency, and deep technical understanding. Talk to an expert: https://crowdin.com/demo-request Try Crowdin: https://l.crowdin.com/bqh2qNj

What You’ll Learn

Why outdoor and action sports require niche localization expertise
How lived experience shapes authenticity in translated content
Where generalist localization breaks down in high-risk, technical industries
How cultural nuance differs across outdoor markets and sports
Why inclusive language matters in outdoor brand communication
How specialized teams and workflows outperform volume-driven models
Where AI fits into creative and technical localization without replacing humans
How social media presence builds trust and attracts aligned clients

Martina Russo is the founder of The Action Sports Translator, a localization agency built for outdoor, running, and cycling brands. With over a decade in localization and a background in SaaS, she created the agency to solve a simple problem: outdoor brands need partners who truly understand their world. Martina leads a global team of translators and writers who are also athletes and adventurers, bringing lived experience into every project. Since 2018, her team has helped global outdoor brands grow across markets with authentic, culturally fluent content that stays true to their voice.

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