St. Petersburg's <i>Women's Running</i> magazine, related fitness assets sold to San Diego company

Published June 2, 2012

Women's Running magazine, the Lady Speed Stick Women's Half Marathon Series and the website, all founded by Dawna Stone in St. Petersburg, have been acquired by San Diego-based sports media business Competitor Group Inc.

Terms were not disclosed, but CGI said it would use the Women's Running assets to build "the largest participatory platform in the world dedicated to female athletes."

Stone will join CGI, part of Falconhead Capital, as a consultant and media contributor.

"This agreement will allow us to reach even more women with our message about the importance of a healthy, active lifestyle," she said.

Stone, a former marketing executive at Clearwater boat retailer MarineMax, started the magazine under the title Her Sports' Fitness but changed it to Women's Running to reflect reader interest. According to CGI, increased participation of women has been driving the latest renewed "fitness boom" in the endurance industry.