When Massimo Alpian sets out for a run today, it is far more than routine physical exercise. For the Head of Marketing and Communications at Tracksmith, distance running serves as an enduring space for personal healing, cultural connection, and deep self-reflection. Born and raised in New York City within a multicultural immigrant family, Massimo grew up navigating a rich tapestry of languages and traditions. Fluent or conversant in Italian, Spanish, Portuguese, and Armenian, his upbringing across Brooklyn and Queens exposed him early on to a blend of Southern European, Latin American, and Middle Eastern cultures. That diverse environment instilled in him a deeply communal worldview, a conviction that individual actions resonate outward to touch family, friends, and neighbors, and that gathering over a slow, home-cooked meal is one of life’s greatest pleasures.
From High School Escape to Lifetime Gift
Massimo’s athletic journey began on the soccer pitch, where distance running was initially just conditioning for match play. In high school, however, he transitioned into formal competitive cross country and track programs, discovering a standalone passion for the sport. Yet during those formative years in the 1990s, running also assumed a dual identity. Coming of age as a closeted teenager within a traditional, conservative immigrant community, he utilized running as an escape from the pressures of concealing his true identity. In the pursuit of control, that outlet temporarily spiraled into a struggle with an eating disorder.
Over time, through dedicated recovery, self-acceptance, and coming out, Massimo transformed his relationship with movement. Running ceased to be a mechanism for evasion or control and evolved into a genuine gift, an activity that supported both his physical vitality and mental clarity. As he entered his twenties, completed university, and navigated young adulthood, he embraced the marathon distance, finding joy in long-range training and setting ambitious goals, including targeting a 3:15 finish at the New York City Marathon.
Bridging Non-Profit Mission Work and Executive Brand Leadership
Massimo’s path into the athletic industry was non-traditional. After completing graduate studies, he initially dedicated his career to international non-profit organizations such as UNICEF, focusing on programs for children in conflict zones. While living in Rio de Janeiro, Brazil, he helped design rehabilitation initiatives that used soccer and running to offer young people alternatives to narcotics trafficking and violence.
When the global financial crisis disrupted the non-profit sector, Massimo faced a career crossroad. Facing student loan obligations and job uncertainty, he looked inward and decided to channel his passion for running into a professional career. Starting on the retail sales floor at Eastern Mountain Sports in New York, he steadily worked his way up through brand marketing positions out West. Today, as MarComms lead at Tracksmith, Massimo leverages his executive seat to ensure the running community is welcoming, accessible, and representative of all identities. Whether overseeing community hubs or championing local race programs, his goal is to guarantee that every athlete—regardless of background or identity feels seen and supported.
The “Unplugged” Practice and Mindful Movement
Beyond high-volume training schedules and strategic brand campaigns, Massimo maintains a grounded, intentional relationship with the sport. Rooted in the belief that the human body is a privilege to move, he combats training burnout and data fatigue through a weekly ritual: the “unplugged” run. Once a week, he steps out the door without a GPS watch, headphones, or tracking apps.
By intentionally stripping away metrics, pace pressures, and digital feedback loops, he shifts his focus entirely to mind-body connection, internal rhythm, and environmental awareness. This practice allows him to listen closely to physical feedback, appreciate nature, and recharge mentally, proving that taking time to disconnect from data can restore the pure, uncomplicated joy of running.
What We Cover in This Episode:
- The Global Starting Line: Growing up in a multicultural household in Queens and Brooklyn, speaking multiple languages, and how communal traditions shape his perspective on life and running.
- Overcoming Struggles & Reframing Running: Navigating identity as a closeted athlete in the 1990s, healing from an eating disorder, and transforming running from a negative escape into a healthy lifelong gift.
- Sports as Social Impact: Working with UNICEF in Rio de Janeiro to rehabilitate youth through structured soccer and running programs.
- From Retail to Brand Executive: Pivoting during the financial crisis, building a career from retail sales to leading marketing and communications at Tracksmith.
- Championing Inclusivity & Representation: Creating welcoming environments and community programs where runners from all backgrounds and identities feel seen.
- The “Unplugged” Mindful Practice: Leaving behind GPS watches, headphones, and Strava metrics once a week to build body awareness and reduce pace anxiety.
Whether you are seeking a stronger sense of community, navigating your own personal hurdles, or learning to disconnect from the pressure of metrics, Massimo’s story illustrates how consistency, inclusivity, and self-reflection build a lasting endurance journey.
👉 Listen to Massimo’s full episode now on Spotify, Apple Podcasts, or Marathon Journal!
