What if the thing you’re writing about, even if it feels niche, could take you all the way from starting at zero to signing a book deal?
That’s exactly what happened to runner and running coach
, creator of the Substack newsletter .
Raz Rauf started from scratch, with the hope someone out there would care.
Two years later, he landed a book deal with UK publisher Batsford — turning personal essays and cultural commentary into a book that will be out in May 2026.
I thought to myself:
More people need to know about Raz, because his journey shows how Substack can take you from zero to book deal. That’s why I asked him for an interview.
👉But here’s the best part: you can meet Raz live inside the Online Writing Club membership for a writing workshop this Wednesday,
at 11 AM–12 PM CST (US),
5 PM–6 PM UK, and
2 AM–3 AM Sydney.👈
Replay will be available!
This will be a one-of-a-kind writing session where Raz also shares how he turned his essays on running culture into a book coming out with Batsford in 2026.
Why Raz’s Story Matters To You
When Raz started Running Sucks in February 2023, he had no platform in the running world.
As he told me:
“I started from zero, hence the title From Zero to Book.” (His planned second newsletter)
That resonates with so many inside the Online Writing Club.
Writers who think:
What if no one cares about my words?
Do I need a huge following first?
Is my niche too small?
Raz proves the opposite. You don’t need to start big. You just need to start writing about your passion.
3 Highlights From My Conversation With Raz
✅ “It’s a very fulfilling grind.”
Raz compares writing a book to filling a wall with post-it notes. First, you cover the wall with messy ideas — then you rearrange and refine. The key? Grind it out.
✅ “If you make the worst thing better, then everything’s going to be okay.”
This is Raz’s coaching philosophy (and life philosophy). Whether in running or writing, start by fixing the hardest part. Once you solve that, everything else feels lighter.
✅ “I started from zero, hence the title From Zero to Book.”
Raz didn’t have a public persona, an Instagram following, or a platform in the running world. He literally began from zero and within two years, Substack opened the door to a book contract.
🎙️ Want to listen to the full conversation? 🎙️
Inside today’s episode, Raz opens up about:
How his background in journalism shaped his newsletter strategy
Why Substack was the perfect place to write about running culture
How he grew from 500 to 4,000 subscribers — and landed his book deal along the way
🎧Listen to today’s conversation here!
Let us know in the comments how you like today’s conversation!
Running: From Subculture To Mainstream
Raz sees running as more than a sport. It’s culture.
“Running is a niche. It’s a subculture, but it’s moving into the mainstream. And that’s a really interesting moment in the sport.”
That’s why his newsletter and upcoming book are so powerful: he’s documenting running as culture. Just like music was when punk broke out.
For writers in any niche, this matters. Your subject doesn’t have to be “big” already. When you capture the cultural shift, that’s the story publishers (and readers) want to see.
Based on my interview with Raz, let’s answer some of the questions from the community:
Raz is Answering Your Questions
Q: Writing feels like a grind. How do you keep going?
Raz: “It’s a very fulfilling grind… I need to grind it out, I need to get all my ideas onto the page. While I’m doing that, I’m already rearranging in my head.”
Q: I’m scared my audience is too small. Do numbers even matter?
Raz: “Maybe when the publisher first got in touch with me, I had less than 2000 subscribers. I’ve always had the idea that if one person is reading my work, that’s great. This many is great. Also great.”
Q: I don’t want to sound salesy. How do I treat my newsletter as a business?
Raz: “I approached it as another part of my job… treating myself as a business, essentially. Took all my training as a journalist to create a good product, something people want to read, something I want to write.”
Q: What’s your best advice for new writers (or new runners)?
Raz: “Think about the thing that was making it suck the most… and try to figure out a solution for that. If you make the worst thing better, then everything’s going to be okay.”
Join The Live Writing Workshop With Raz
One of the biggest opportunities inside the Club is that you don’t just read about the writers I interview — you get to meet them LIVE (or watch ALL the replays).
This week, you're gonna meet Raz…
📅 Wednesday, September 27
🕘 10am–11am Pacific (US)
🕘1pm–2pm New York (EST/EDT)
🕘11am–12pm CST (US)
🕘2am–3am Sydney (AEST)
Inside the session, Raz will share his writing process, writing tips and tricks, and how documenting running culture via Substack made him pitch a publisher.
You’ll also have the chance to ask him your own questions in the Chat and Q&A.
What’s Next Inside The Inner Circle of the Club
If you like today’s podcast, you’ll also like this!
Book marketing! Inside the Inner Circle of the Online Writing Club, you’ll find a new dedicated space for authors..
…where you can connect with other writers and meet our very own tribe member + book coach
from collab publication .
Better writer: Our next writing masterclass is with
at Sept 24th!
NEW💡 Weekly Office Hours
Substack recently closed its office hours for bestsellers (!). I didn’t want you to miss out on that kind of support, so I’m bringing it straight into the Club.
Every week, I answer your questions live or, if you can’t make it, I pick them up from emails, DMs, and community threads and answer them for everyone.
Couldn’t attend? No stress. Replays are always available inside the community experience.
Master Substack: 3 (!) Upcoming Bootcamps:
Sept 8–11 → Substack Notes Bootcamp with superstars
andSept 29–Oct 2 → Substack Kickstarter Bootcamp with
andOct 27 → Substack Podcast Bootcamp (for anyone ready to start a show!) with a podcast influencer who recently spoke at the biggest podcast conference in Europe
If you like this, join the Online Writing Club and meet teachers, artists, writers, and authors who inspire you to create your best work!
See You On Wednesday
Raz reminded me of something simple but profound:
“As good as a newsletter is, it’s not forever.
I’ve had so much work that’s online that doesn’t exist anymore.
If they just stop paying the domain fees… my work evaporates into nothingness. So having something tangible like this, I think is important in the digital age that we’re living in.”
That’s why he’s writing his book. And that’s why we gather in the Inner Circle of the Club: to make our work last, and to build something real together.
See you (and Raz!) on Wednesday.
Take care,
P.S. 🙏🏻As an indie publisher, your feedback is just a spark, but enough to keep me going, so it would be wonderful to hear from you in the comments 🙏🏻
P.P.S. For some extra love🔁, re-stack (share) this with a friend who might need to hear this today!🔁
