Episode 39: Talking with Catie Staszak

Today we’re talking with Catie Staszak, a multimedia equine sports journalist. She has been an announcer and color commentator at major showjumping events and has appeared on television for a variety of sports television networks. She’s also written for many major equine magazines. Catie is the CEO of Catie Staszak Media Inc, a boutique media agency focusing on storytelling-based marketing and PR. We hope you enjoy our conversation today.

Starting off, will you tell us about your horse background, and what led you to equine media?
Catie: I didn't really come from an equestrian family, but I was introduced to riding lessons at a really young age when my family moved to Florida, when I was three years old, my mom had ridden just recreationally as a child and she saw a sign for riding lessons and signed me up. You know, it's cliche, but I can really say the rest is history. I never really stopped. And I just took to it. I was really fortunate that, my parents were really supportive of my riding goals and eventually got me to Wellington, and that's where things kind of really took off. And I was able to have success as a junior rider.

I knew I did not want to be a professional in the industry in the sense of having to ride or train, but I knew I wanted to be involved in the industry in some way. Writing was always a strength of mine and there was actually a competition in Wellington that I was competing in as a junior. The, it was one of those special classes where you tacked up yourself and you were judged on how you schooled yourself. You walked the course yourself, and this particular class had an essay writing portion. So I happened to win that and that got an internship with Sidelines magazine and slowly it just evolved. And it really became an ideal way to combine my passions. Cool. Yeah, it was super unique, um, and, and super fun and it just kind of, and, and it continues to evolve.

You started your media company in 2018—what professional experiences did you bring to your company, and what kind of services do you offer clients?

 Evolution is definitely how I would describe things. That's definitely been the theme. But by the time I started in my own company, I'd really already written for nearly every equestrian publication at that point. And I also had a few years of commentary under my belt after college though, I actually really started my career, particularly on the broadcast side, in the horse racing industry. At that point I had had studied and graduated with a major in broadcast journalism. I knew I wanted to work in television and sports TV, but I thought it'd be really great if I could somehow have horses involved in that. And at the time there weren't a whole lot of live streams in the sport horse industry. But of course everyone watches the Kentucky Derby, on NBC every year.

I had an internship my last semester of college at Gulf Stream park racetrack in Dale Beach, Florida. I worked primarily in the racing office, I wrote and did all of those things. And of course they had their live simulcast and they knew it was a broadcast major. At the very end of the internship, they asked me if I wanted to come on the show and I said of course, that's a dream. It was a very quiet day at the track, no stakes races, a weekday. Rhey threw me on that, handicapping show, which they have every day before the races. You break down every race and give your picks and things like that. I had an absolute ball and I got off air and the manager of the track came up to me and said, ‘Hey, um, can, can you do that again?’

I was hired that day and I started the day after I graduated. So those experiences really gave me a leg up. I was writing for of the racing office. I was on air live and living a minimum of 10 times a day. That was a tremendous experience.

I really wanted to get back to my roots in the horse show industry and found my way back there through some show managers. That all just kind of really helped me. It gave me a ton of unique experience when I started my business in terms of things that I offer.

I really consider my business to be a boutique agency. I want to keep it small and there are just too many opportunities to turn down, but I do like to be very hands-on with my clients, I believe in storytelling based PR.

News releases are incredibly important and they have a place, but for me, we see so much of what's happening. A lot of times, we already, the news is instantaneous with social media. So I really love to tell the back stories that are the heart and soul of what's happening. So that's kind of the press premise of my business from a PR side.

I kind of consider myself to be a media agent. it's more than just creating content through press social media website. I do all of those things, but, um, I really manage an athlete or a company's media assets. I do sponsorship outreach. I handle all their sponsorship deliverables. I'm a bit of a liaison getting them media coverage and appearances, and really just working with athletes to help them achieve their goals. But whatever that may be

I’m so curious about your announcing and commentating gigs at equine events. What is it like talking about horses in this medium, and how do you prepare before you get on the mic?

Well, it's a blast. That’s that's how I would describe it. It's a big adrenaline rush for me. I feel really in the moment and connected with every combination as they go in the ring, I'm a fan of this sport and I'm involved in this sport just as much as, as anybody. So it's a lot of fun for me and I truly live my dream in what I do in terms of preparation. It's a huge part of what I do. And I do think it's my strength and, and what really sets me apart. I don't claim to have the sexy voice but I'm a horse nerd inside and out. They call me the encyclopedia within the industry. I have a database that I've created over the years and I build upon notes from that database every time I see a horse and rider combination in the ring. So I'm constantly building upon that, adding notes and just really getting to know and building that knowledge base of that combination every time I see them.

It's really important for me to walk the course, to talk to the course designers, talking to riders, to share unique stories. And I also think it's really important to study language. I love language. I'm a writer as well, but we have a lot of unique names and a lot of European riders and horses. So I think it's really important to know the vowels in as many languages as possible, so that, you know, in, in the booth, you know, we're representing everybody, you know, in the best way possible with names and pronunciations and things.

We haven’t had a guest on our podcast with broadcast experience before. What is unique about your specialty of broadcast media, do you think, and how does it kinda help the audience understand the equine world better?

Well, I think you've nailed it there. What's unique is that we're broadcasting, and I do want to differentiate a little bit between broadcast and the livestream because the livestream, while it is a broadcast of sorts, the people tuning in there are your real die hard fans that are involved in the sport. But when you have a television broadcast, you're reaching an entirely new audience, a lot of people will tune in that aren't experts, or maybe aren't familiar with the sport or they're channel surfing and they come across it and wow, these magnificent athletes and what they're doing and they wanna watch. So it's really about educating equestrians of all kinds. And there's a really fine line between breaking down and analyzing around that is both entertaining to educated veterans of the sport, as well as those new fans.

We really want to entertain and educate both groups. So that's kind of the unique challenge of it is in the commentary and the analysis in doing it in a way that it's really engaging to anybody that wants to watch. So we're providing some analytical details and breaking down the thought process and what's happening on course and the technicalities of the course, as well as sharing some inspiring back stories, and explaining a little bit in more layman's terms so that anybody can understand. And that's what I think is the really unique part of that medium, particularly on the broadcast side.

How did you get into working with such major equine events?

Well, a lot, has been networking and connections and that evolution that we've talked about. But I do think that my experience as a writer certainly gave me a leg up. I was really fortunate as a junior to compete at some big shows and achieve some goals. And I was really just immersed in that industry. I still ride and compete, and I just was always around the show, always around the barn. And I always did my own care of the horse. And I really just wanted to make the most of my opportunities as I broke to the industry in different professional ways.

I was given an opportunity by a horse show manager after my time at the racetrack. He knew my background in broadcast and he knew that I rode and he, he just said, Hey, I need a commentator. Would you be willing to give it a try? And I said, of course. I did it, and it was, you know, ironically a similar experience to what I had at the racetrack. The manager of the livestream company listened to my commentating and said, Hey, going to the Hampton classic, can you come and do this again? And it really just kind of grew from there.

My, my favorite story to share is really at the American Gold Cup back in 2016 in north Salem, New York, I knew that the FEI TV crew that at I had a contract with NBC sports. I knew they were going to be there and I had my resume prepared and I went up to the crew and it was, I'm not really an outgoing person in that manner, especially at, at that age when I was really starting. Now, I'm much better at it, but I mustered up all my courage. I went over to the team, I handed them my resume and I just said, introduced myself. I said, hi, my name's Katie. It's my absolute dream to work with you. If I can help you in any way, whether it's identify a writer or get you a cup of coffee, please let me know. Uh, if I can show you around, if you need help, locating things, you know, don't hesitate to ask. And they came back an hour later and they offered me the reporting job for the event and it changed my life. '

From there, the next opportunity with FEI T V I was, co-commentator and then I was offered a contract for the season. So that's really how I started in, in working with these major events. I just wrapped up my fourth season, um, on the Longines FEI jumping world cup, North American league. And I'm now doing the press for the North American league, as well as our Nation's Cup division, in North and Central America and even doing, the press for the Dressage Nation's Cup as well. I'm incredibly grateful and, and it's been a wild ride

What’s something people often misunderstand about your commentating work? Is there anything you get asked about your job?

A lot of people ask about the prep. A lot of people ask about how I know things. It's a lot of preparation. It's also just a little bit being a horse nerd, and I'm very, I'm a very proud horse nerd, and that's just, kind of how the, how the job goes. You know, I, I do think again, it's explaining to people about catering to the masses and the importance of bringing new fans into this industry. You look at your major sports: football, basketball, baseball, hockey, um, and those TV contracts provide massive revenue to those sports and those industries. And we don't have that in our sport and we have a little bit and it's growing, but I think the greater the audience we can build through the broadcast medium, and it's a real passion of mine and a goal to educate the masses and grow the mainstream exposure of our sport. 
I think broadcast is just so important to helping us on the at journey and getting that exposure. It doesn't just have to be TV broadcast. There are so many more live streams now and more access to, you know, showing more of our sport. And I think that's really great. Those are really the big things that I try to preach and bring home and, and educate people about, you know, are very fortunate to be in the sport to keep it going and to help the generations coming behind us. Uh, we really need to educate and grow that exposure. And I think livestream and broadcast is, you know, a tremendous way to do that. And we've seen it succeed, uh, with other sports. So, you know, we have a good, a good roadmap, um, and an example, and we just gotta, you know, go from here.

What changes have you noticed in your multimedia journalism work since you began? Where do you see the industry going?
We've seen a ton of growth in live streams, particularly with the pandemic, I think led to more live streams because people couldn't be at events in person as well as allowing for the technology to have more remote commentary. There were times this winter when I would call in to the desert international horse park in California hunter Derby when I was in my office here in Wellington. So I think that's really changed the landscape. And I think we'll see, you know, more of that, um, in the months and years ahead, of course, social media continues to evolve. Everything is so instant. I think our sport has a huge leg up just because of the beauty of the horse and the tremendous visuals. And I think it's rate to be able to showcase horses, personalities, and the connections that riders have with horses.
So I think that's a great way to do it. Of course, there can be drawbacks to this and you always have to conduct yourself with the utmost professionalism and you always have to remind yourself that the horse comes first. The welfare of the horse comes first and, with the great things we can share, come unfortunate things that, that others might do that are then shared. And it's just really important to keep upholding the integrity of our sport and the welfare of the horse and how important that is.

I think for me, you look at Yellowstone has been incredible, but look at the Olympic games and the race horse, Stefan Peters’ Suppenkasper. I mean, how tremendous was that? I don't know that I've ever seen dressage get so much coverage and that was through, TikTok.
So I think there are a lot of new ways and creative ways to do. And, you know, if we can get a few fans this way, it's just gonna build from there. The one thing that I really wanna see our sport improve on is its data. I think our data is very lacking. Again, you look to other sports football, baseball, you know, the pass ratings, you know, the total QBR for a quarterback, you know, you know, the percentage for lefthand and right handed pictures on a Tuesday when they're going up against people, playing for, you know, teams in the Midwest. I mean, the, the statistics are so detailed and we don't have that really in show jumping. I'm currently working with a, a startup company, uh, called preview. That's looking to improve that. Um, and we're collecting, um, some live data, uh, from show jumping competitions that I'm really excited about and hope that we can kind of bridge that gap.

From my experience at the race track, anybody can go to the track and pick up a daily racing form and become informed about the entries in a particular race. At the horse show, you get a start list that has the name of the rider and the name of the horse and the name of the owner, and sometimes the pedigree. Um, but that's it. And so how are you supposed to, as a potential fan latch on to someone? When you make an educated guess at the racetrack and you win well, all of a sudden, you feel involved in like, you know, something. So I'd love for the data to be able to apply that way to our sport, to help people better connect and be involved with it. I do see that hopefully changing and that's something I'm pretty excited about too.

What you've spoken about your analytics and getting those facts, it's interesting because rodeo has taken that take on their bucking stock. You can look at the buck off percentage of their horses and their bulls, things like that, you know, as well as their cowboys. So I do think fan engagement is so important in all aspects of the performance force industry and not just for the rider, but even these horses, you know, our horses are superstars. Hey, that one dressage horse Snoop dog is now its fan.

Right! That horse is crip walking!

You work on brand management for clients, for riders and such, but how do you manage your own brand? What have you focused on there?
I just think it's been super important to be myself and embrace who I am. I am the horse nerd. I embrace that. That's that's my brand. I really just try to work hard, keep my nose to the ground and, and show my passion. How do I expect anybody to be excited about my commentary or what they're watching, if I'm not excited? So that's been a big hallmark of mine. I am not afraid to gush over a horse or a combination, while also being professional and educating about why I think they're so phenomenal, I'm a fan just as much as anyone. But hopefully I'm a fan that can help create some new fans and who can educate. So that's definitely my goal and how I've managed my brand.

I try to be really consistent with my branding and messaging. So I think consistency and being yourself, not trying to copy anything is just incredibly important. The one thing that I've learned along the way in my career is that there's really no set path. And I've been surprised on so many occasions of the doors that open and where my career leads me.

In terms of athlete and company, brand management in this industry, I absolutely had no intention of setting out on this route until a rider approached me and asked if I would do it for him. And I, I really literally turned around to him and I said, oh gosh, I, I don't know that I've ever really thought of that before, but I, you know, really enjoyed working with this particular rider. And I said, well, I'll certainly give it a try. You can let me know how it goes. And that was my, my very first client. And he's still with me, three years later and, it's grown by leaps and bounds and I'm very proud of that.

I think it's just being authentic and I think it's so important to do as many things and be as well rounded as possible. So that's also something that I've done and just being involved in so many different things over the years just keeps me very well rounded. And that makes you an asset.

When I was in college, I guess I was just under this assumption that there was this set path to being successful, particularly as a broadcaster. And it was, you started in a small local market doing local news, and then gradually you would work your way up to bigger markets.

And then maybe you could get an opportunity at the sports desk, but those jobs were just so few and far between, and there are more hard, new is anchors. And so you start and you move up the markets and then you can get into a niche market. And I just thought of myself living in a really small remote town that probably didn't have horses. And I was like, well, this, this just doesn't sound right for me. I'm certainly willing to put in the work. I wasn't expecting to be in a big market right away, but I just kind of wanted to find my own niche. And that's what I've done in this industry and, and learned that there really is no set path.

So be you and just keep finding your way, and it might go in circles or some twists and turns or back and forth, but, just keep going for it. Keep saying, yes, keep a opening those doors and, and you'll get there.

That's really good advice for someone thinking about maybe wanted to follow your path. So thank you for that. Is there anything that you'd like to share with our listeners? We are open mic for you.
Well, I talk for a living so surely I've said enough at this point., The one thing is that I'm just super grateful to have combined my passions this way. My career has been full of surprises and I know it will continue to grow and evolve. And I used to kind of be afraid of that unknown, but now I certainly embrace it a bit more and I think there are exciting and good things coming in this sport. And, and I just hope we can get some more people out there that know that there are so many other career opportunities in this industry without being a writer. Even though I live breathe and, and do work, you know, in this industry, riding has never had to be an obligation or a task for me. It's still my outlet. I keep it very separate, even though I do compete, it's all fun for me. And so just to be able to be able to do that and to keep them in my life as I have, I'm super grateful. And there are so many opportunities out there for someone that wants to stay involved with horses, but, you know, maybe doesn't wanna be that rider or trainer.

How can our listeners find you online?

Website: catiestaszak.com

Facebook: @catiestaszakmedia

Instagram: @catiestaszakmedia