Monster Beverage Corporation (NASDAQ: MNST) has released a special live edition of its flagship action sports and pop culture podcast, recorded during the X Games Salt Lake City 2025, featuring skateboarding icons Tom Schaar and Elliot Sloan. The 51-minute episode marks the third and final live installment from this year’s Summer X Games and is now streaming on all major platforms, including Spotify, iTunes, and YouTube.
The episode was originally recorded on June 30 from a mobile studio overlooking the Utah State Fairpark and Event Center, bringing fans an in-depth, behind-the-scenes conversation with two of the most decorated vertical and Mega Ramp skateboarders in X Games history. Hosted by professional snowboarder Danny Kass and artist-model Brittney Palmer, the discussion also paid tribute to the late Luke “The Dingo” Trembath, the charismatic action sports personality whose presence had been a staple of the series.
Why Monster Energy’s podcast is leaning into X Games storytelling
Monster Energy’s decision to record multiple live episodes at X Games Salt Lake City underscores the company’s ongoing strategy to blend brand storytelling with athlete-driven narratives. Over the past decade, the X Games have evolved from a purely competition-focused event into a broader lifestyle and media showcase, aligning closely with Monster Energy’s marketing DNA.
By integrating podcasts directly into the X Games environment, Monster Energy taps into a captive audience of action sports fans who are increasingly consuming long-form content on-demand. Industry observers note that such media initiatives deepen fan engagement and create a year-round conversation around athletes, even outside peak competition seasons. This aligns with broader sports marketing trends, where brands are investing in digital storytelling formats to maintain visibility between major events.
Tom Schaar: from child prodigy to vertical skateboarding leader
Tom Schaar’s career trajectory offers one of the most compelling arcs in modern skateboarding. At just 12 years old, the Malibu-born skater made history by landing the world’s first 1080 air during the Asia X Games in Shanghai, simultaneously becoming the youngest X Games gold medalist. Since then, Schaar has evolved into one of the sport’s most versatile competitors, earning medals in Vert, Pool, and Mega Ramp disciplines, along with standout performances in trick innovation.
In 2019, Schaar joined Team USA, and his international profile surged with a silver medal performance in Men’s Skateboard Park at the 2024 Paris Olympics. He now holds 17 X Games medals — four gold, four silver, and nine bronze — a record that positions him as one of the most decorated active athletes in vertical skateboarding. This summer, Schaar added another gold to his tally in Skateboard Vert at X Games Osaka, while also debuting a high-profile video part on Thrasher’s website produced by Monster Energy.
Speaking on the podcast, Schaar reflected on the evolution of his competitive mindset: “I’m honestly just trying to keep up with these kids at this point. It’s getting pretty gnarly. It’s like I’m the oldest guy out there now.” His comments underscore a generational shift in the sport, as younger riders leverage early exposure, training facilities, and social media-driven progression to push technical boundaries.
Elliot Sloan: the Mega Ramp innovator with a backyard built for progress
Elliot Sloan’s path to becoming one of the most recognized figures in vertical skateboarding began in New York City, where traditional halfpipes were rare and street skating dominated. Inspired by Tony Hawk’s historic 900 at the X Games, Sloan relocated to California to pursue vertical skating and quickly became a pioneer in the Mega Ramp discipline.
His signature Cab heelflip Indy 720 is just one example of the technical creativity that has earned him seven gold, seven silver, and two bronze X Games medals across six different competition formats, including Vert Best Trick and MegaPark. Sloan is also one of the few athletes to host official X Games events at a private facility — the “Sloanyard” — which features both MegaPark and Vert setups. The venue became a hub for innovation during the 2022 and 2023 seasons, drawing elite riders to push the limits of aerial skateboarding.
On the podcast, Sloan discussed the sport’s rapid technical progression: “I think it’s because of social media now that all these kids are just feeding off each other. They’re seeing what everyone else is doing every day. And they go, ‘Oh, this is possible?! Then I’m going to do this!’ It’s gone up so high in the last five years.”
Honoring Luke “The Dingo” Trembath’s legacy
A recurring theme throughout the episode was the memory of Luke “The Dingo” Trembath, who passed away earlier this year. Known for his high-energy personality and deep roots in the action sports community, Trembath was more than just a podcast host — he was a unifying figure who championed athletes and amplified their stories.
“X Games really doesn’t feel the same without him,” Sloan noted. “He was always there, always hyping it up. As soon as you would see him, I was immediately in a better mood. I definitely miss him.” For Monster Energy, dedicating the final Salt Lake City episode to Trembath reinforces the brand’s commitment to preserving its cultural heritage within action sports.
Market positioning: blending sports, culture, and brand identity
Monster Beverage Corporation has consistently leveraged its athlete roster and sports partnerships as a differentiating factor in the energy drink market. While competitors such as Red Bull have long invested in event production and branded content, Monster Energy’s approach leans heavily into personality-driven storytelling through platforms like this podcast.
From a market perspective, the release of this episode fits into a broader push to capture consumer attention across multiple media channels. According to industry analysts, brand-affiliated podcasts offer cost-effective, long-tail engagement, especially when paired with marquee events like the X Games that already command significant online traffic and social media activity.
Financially, Monster Beverage continues to perform strongly, reporting over $7.5 billion in net sales in fiscal 2024, with energy drink sales accounting for the majority of revenue. Its strategic use of content marketing is designed not just to sell beverages, but to reinforce brand loyalty in a highly competitive category where customer retention is critical.
How the X Games stage fuels athlete and brand growth
The X Games platform remains a proving ground for action sports athletes seeking both competitive prestige and commercial opportunities. For skaters like Schaar and Sloan, podium finishes often translate into increased sponsorship deals, signature product lines, and greater media exposure. For brands, the events offer a global broadcast platform with a youth-oriented demographic that is notoriously difficult to reach through traditional advertising.
Historically, the X Games have played a pivotal role in pushing new disciplines into mainstream recognition. In the late 1990s and early 2000s, the event elevated street and vert skateboarding into household sports. Today, with the inclusion of skateboarding in the Olympics and a rise in digital media consumption, the X Games’ cultural influence remains strong, even as competition formats evolve.
Sustaining engagement beyond the competition
While the Salt Lake City 2025 event has wrapped, Monster Energy’s content strategy ensures that conversations around its athletes and brand continue well into the off-season. Episodes like this one provide evergreen material that fans can revisit, extending the lifecycle of event-driven attention.
Industry observers suggest that this approach could be further amplified through additional cross-media integration, such as behind-the-scenes video features, athlete training diaries, and interactive fan Q&A sessions. Such moves would not only maintain audience engagement but also create new monetization pathways through branded merchandise and event tie-ins.
For Schaar and Sloan, the immediate focus will be on upcoming competitions and continuing to push the technical limits of their disciplines. Given their track records and ability to adapt to the sport’s rapid evolution, both are expected to remain at the forefront of vertical skateboarding’s competitive landscape in the coming years.
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