Outside Intel: Growing an outdoor community in the city
Content creator Lewis Smart on turning his love for nature into a full-time gig
First and foremost, Lewis Smart is someone who loves getting outdoors and meeting like-minded people. He’s also the content creator behind Outside Intel: a project that tackles the challenge of living in a city, but wanting to spend as much time as possible in greener spaces.
On paper, Lewis’ move to London in 2023 could quite easily have been the end of making outdoor content. But this switch only made him more determined to stay connected to nature and help others to do the same.
His signature Run Away From the City series blends aesthetic videos with helpful tips, and voice overs that feel like your mate telling you about their weekend in the outdoors. Outside Intel has resonated with a community of people hungry for adventure, and enabled Lewis to turn his side hustle into a full-time gig.
We laced up for a run around Victoria Park. Our chat covers early inspirations, growing the brand and, of course, spending time outside. Sometimes it’s the unexpected turns that can become the biggest part of your story.
You can listen to the full conversation below, or scroll-down for the hot takes.
Listen here
Lewis and I having a chinwag (ft. park sounds).
The hot takes
Side projects often begin on the down-low. Lewis always had an interest in content creation, but it took him time to find his niche in the outdoors.
“I've always had a passion for creating content for as long as I can remember. I wanted to do creative things but I just didn't know where to start. I was a little bit lost, spending most weekends in the pub and not doing anything productive. But I always felt like I had it in me.
If I went camping or to a festival with my mates, I'd be filming and recording it but not posting it anywhere. I got to a point where I needed to do something, so I made the page Outside Intel. I didn't tell anybody at first but as it gradually grew, I started putting myself out there more.”
Early inspirations influenced Lewis’ editing style and helped him to connect with an audience of like-minded people.
“In the early days, it was YouTubers like Casey Neistat and Nightscape. I really appreciated the editing and storytelling. I remember being at school and loving doing outdoorsy things, but back then, it was seen as something only older people did.
Then came Common Ground who definitely inspired me in terms of community. It was sick to see people my age, doing similar stuff and wearing clothes that looked cool in the outdoors. There's a guy called oi.lukey (Luke Butler). He used to post solo hikes and bike packing trips that I would watch and think, ‘I want to do that.’”
Moving from a small village in Bedfordshire to London was an unlikely turning point. You’d think that living in a city would spell the end of outdoor content, but this was the boost that Outside Intel needed.
“One of my biggest interests is being outside and I moved to a city - it’s such a contradiction. But I wasn’t going to let it stop me from doing what I love. It actually made me try even harder.
I realised if I made content about how I'm going to tackle the subject of getting outdoors, maybe that could work. I looked into outdoor spots near to London and found places like the South Downs, which is really accessible.
Doing the Run Away From the City series is what made my page grow because it resonated with a lot of people. There's so many people who live in London that want to get outside, but just don't know where to start.”
As the community grew, so did interest from outdoor brands such as The North Face, Purple Mountain Observatory and Hoka - to name just a few. For Lewis, intertwining the functionality of outdoor kit with city life has always made sense. A good shell jacket can keep you dry on the commute and the trail.
“The North Face approached me out the blue and that was a real pinch me moment. That's a brand that I've always appreciated.
I knew what I was doing was right because the brands that I genuinely love were noticing it. When you meet the people behind the brand and you realise that they share the same ethos as you, it's just a very natural thing.
I think what appeals to people about outdoor brands is the fact that it's functional. Where maybe some of the brands go wrong is they try to go too lifestyle and forget why people went to them in the first place.“
“Be you. You’ll be fine” is a Mac Miller quote Lewis lives by. He even has it pinned to his wall. It’s no surprise that the genuine love for what he does gives Outside Intel an authenticity that resonates with so many.
“Trying to be myself is definitely an ethos that I've always tried to follow. Especially when you're a content creator, you do compare yourself to other people. But at the end of the day, you’ve got to remind yourself that it's not always about getting loads of views. It's about being authentic, being yourself and just putting out what feels right.
I'm definitely still learning, more so now than ever before. I've put a lot of myself into it and it has paid back. It doesn't happen overnight but if you're passionate about something, just follow that dream and don't give up on it.
There's been days where I've sat there and thought, ‘What on earth am I doing?’ But when I look back at some of the stuff that I've done, it's been life-changing.”
Juggling a growing side project with a job in a marketing agency was no easy feat. A ‘now-or-never’ attitude, some encouraging words from his family, and a healthy amount of beans gave Lewis the confidence to take Outside Intel full-time.
“Hats off to anyone who's doing a side project. When you work full-time, it's so hard to find the space and time to put your energy into something else. I found it really difficult, especially in my last job which was an agency. I had some amazing times, but it didn't leave me much room to do Outside Intel.
I want to give this my all. I've spent so much time on it and I've come a long way with it. Where could I take it if I really put everything into it? I wouldn't be following my ethos if I didn't try. Even just hearing my dad say, ‘I think you should go for it.’ - that was enough for me. If he can see it, I can do it.
Since going full-time, there's been moments where I've been really critical of myself and doubted what I'm doing. I have to look back to remind myself that this brand saw value in me or that person sent me this message. I must be doing something right.”
For anyone who's feeling stuck in their routine or a little fed up of city life…
“Sometimes you’ve got to take a step back and try different things. I think there's a lot to be said for reflecting and I’ve spent a lot of time journaling - it makes more sense when you can see your thoughts on a page.
I think I've always been guilty of craving the next big thing, but it’s also super important just to be grateful for what you've got.”
Quick fire
Kit you can’t hit the trail without?
Salomon running vest. It's just ideal for carrying everything. I can fit my jacket, phone, and cameras in there. All the stuff you need.
Must-see spots on your list?
I'm trying to go to either Iceland or Norway in the next couple of weeks. I like being in cold climates and that snowy vibe.
One tune that makes you want to get outside and go for it?
Atmosphere - Joy Division. It's always a good one. I was out in Wales last week and I went to this old slate mine. It just reminded me of that song massively.
“Stay close to the things you love. They might take you further than you think”
- Lewis Smart
Great Article Mack! Keep up the good work.