Outdoor and Action Sports as a Growth Market for Localization with Martina Russo

Martina Russo, CEO of The Action Sports Translator (TAST), joins SlatorPod to talk about her journey from being a multilingual outdoor sports enthusiast to leading a language solutions integrator dedicated exclusively to action and outdoor sports.

Martina describes how each action sport has unique subcultures and terminology, from mountain biking’s multiple disciplines to climbing’s variety of techniques and jargon. Even within the same sport, regional language differences present challenges.

For Martina, authentic translation in this industry means more than linguistic quality; it requires a translator who genuinely lives and breathes the sport to capture its culture, humor, and insider tone. She emphasizes the difficulty in sourcing linguists who are both trained translators and passionate sports practitioners, especially for rare languages or specific verticals.

The CEO shares how TAST deploys AI internally for operational efficiency and leverages it in content creation and localization, though she’s cautious about fully replacing human experts. Product copy and FAQs are areas where AI is more applicable, but the authentic, emotional connection critical to sports brands often requires a human touch.

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Despite industry challenges amid fluctuating demand, TAST has been experiencing strong growth, even surpassing previous expectations. Martina attributes this success to unwavering niche focus, technological adaptation, and a company culture deeply immersed in the sports it serves.

Looking ahead, Martina remains committed to investing in developing AI solutions, hiring for roles in that department, and staying on top of trends in the outdoor sports and organization industries.