From the "wild west" days of online sports betting to today's heavily regulated landscape, few have witnessed the industry's transformation like Dimitry Voelkle. Host of the Affiliate Marketing Podcast, Lee-Ann Johnstone is joined by Dimitry, Founder of Zelda Consulting and one of the original architects behind Tipico, Germany's first major sportsbook. 

In this fascinating episode, Dimitry shares hard-won insights on building trust-based partnerships that survive decades of industry upheaval, revealing why the fundamentals of relationship building matter now more than ever.

Talking points include:

• How to build lasting trust with partners when starting with nothing - including Dimitry's bold approach to securing enterprise deals.
• Why treating failure as "death by a thousand cuts" creates stronger partnerships than avoiding mistakes altogether.
• The evolution from unregulated "wild west" betting to today's compliance-heavy environment and what it means for affiliate relationships.

Listen to find out more about:

• The four pillars of partnership trust and how to implement them systematically in your affiliate program, from creating feedback loops to thinking beyond short-term commercial gains.
• Why affiliate managers "own" relationships and what this means for operator retention strategies, including how to protect your business when key relationship holders leave your company.
• How the shift from 20-person industry events to 8,000-attendee conferences changes relationship dynamics and why the personal touch becomes even more valuable in crowded markets.

Key segments of this podcast and where you can tune in to go direct: 

[05:40] The “wild west” origins of online sports betting and what operators could offer in the early 2000s before regulation changed everything

[24:00] Handling million-dollar mistakes: When decimal point errors go wrong and trust gets tested in high-pressure situations.

[33:20] Why partnership skills become more crucial as competition intensifies.

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

What if everything you think you know about affiliate partnership management is actually costing you millions in untapped revenue? 

In this eye-opening episode, host Lee-Ann Johnstone sits down with Gali Hartuv, CEO and co-founder of WarriorLab, to unpack why treating your affiliate partners like VIP players could be the game-changing strategy your program needs. 

From a jaw-dropping case study that delivered 40% growth in 12 months to practical frameworks for building emotional equity with partners, this conversation challenges everything you think you know about affiliate relationship management. Whether you're managing a program with 50 affiliates or 5,000, the insights shared here will fundamentally shift how you approach partnership retention and development.

Talking points include:

• Why the biggest brands struggle with partnership agility while smaller operators lack long-term infrastructure.
• The psychology behind VIP mentality and how it applies to high-value affiliate relationships.
• How one North American operator discovered they had 3,500 true VIPs hiding among 94,000 misclassified players.

Listen to find out more about:

• The eight-step framework for building partnership retention programs that mirror VIP player strategies.
• Why programmatic marketing is becoming essential as SEO struggles post-Google updates.
• How predictive analytics can prevent affiliate churn before it happens.

Key segments of this podcast and where you can tune in to go direct: 

[06:15] Large vs small operator partnership approaches and common mistakes

[22:52] The dramatic case study: From 94,000 "VIPs" to sustainable growth

[28:00] Eight actionable steps for building emotional equity in affiliate partnerships

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

Get ready for an absolute masterclass in partnership building! This week, host Lee-Ann Johnstone sits down with industry legend Moshe Adir, Founder of Vegas Kings and one of the most successful agency owners in the iGaming space. With decades of experience spanning from the early days of DOS programming to building multi-million pound partnerships, Moshe shares the hard-won lessons that separate successful long-term partnerships from quick-burn transactional relationships. This isn't your typical business chat – it's raw, honest insights from someone who's been there since the internet's first browser and has the battle scars to prove it.

Talking points include:

• Why being "the pen AND the ink" for your clients creates partnerships that last decades, not months.
• The brutal truth about when to walk away from lucrative deals that don't align with your values.
• How staying boutique can actually make you more profitable than scaling to hundreds of employees.

Listen to find out more about:

• The exact moment Moshe knew he'd found his calling (involving a DOS programming book in the South African army)
• Why WhatsApp has become his most critical business tool for managing global partnerships
• His controversial take on why "just buy traffic and get rich" is the most dangerous myth in affiliate marketing

Key segments of this podcast and where you can tune in to go direct: 

[08:44] The North Star principle for building partnerships that last decades

[24:13] The CEO stepping-down story that will change how you view leadership

[30:40] Rapid-fire partnership wisdom and industry myth-busting

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

Welcome to this week's Affiliate Marketing Podcast with host Lee-Ann Johnstone, where we explore how to build successful partnerships in affiliate marketing. This episode features some real talk from Stefan Muehlbauer, CEO of Affpal Consulting and affjobs.com, a seasoned industry veteran with 15+ years of experience who has transformed from running affiliate programs to becoming one of the industry's most sought-after recruiters and consultants. Stefan shares his unconventional journey from selling insurance to building a recruitment empire through the power of personal relationships and strategic giving.

Talking points include:

• The strategic value of attending 25+ industry conferences annually for networking
• How giving without expectation for 12 years built Stefan's recruitment business overnight
• Why affiliate managers should experience media buying themselves to understand scaling challenges

Listen to find out more about:

• How Stefan accidentally built a recruitment empire by placing 50+ people in jobs for free
• The specific AI tool Stefan recommends every affiliate marketer should experiment with right now
• His rapid-fire insights on the most overrated trend and underrated opportunity in affiliate marketing today

Key segments of this podcast and where you can tune in to go direct: 

[05:17] The secret sauce of relationship building - genuine interest over manipulation

[25:08] The biggest mistake affiliate managers make - focusing only on whale affiliates

[29:40] Rapid fire round: Most overrated trends and underrated opportunities in affiliate marketing

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

In this compelling episode, Lee-Ann Johnstone sits down with Richard Dennys, CEO of Game Lounge, for his second appearance on the podcast. Richard brings a unique perspective to partnership building, drawing parallels between his 30-year relationship, his passion for boating, and running a successful affiliate business with 60 live websites generating 15-20,000 new players monthly. This conversation goes beyond typical business advice, exploring the human elements that make partnerships truly successful in the affiliate marketing industry.

We're delighted to have Mate Affiliates supporting this season of the podcast - thank you for making these conversations possible.

Talking points include:

• How a 30-year relationship teaches you about building business partnerships.
• Why Game Lounge implemented a radical data transparency index to evaluate affiliate platforms.
• The surprising results of implementing a four-day work week and doubling productivity per employee.

Listen to find out more about:

• Why treating affiliate relationships like a community rather than traffic suppliers transforms program performance.
• How Richard uses "synthetic players" and AI to test and optimise affiliate partnerships.
• The three essential tips every affiliate manager needs to focus on in the next month.

Key segments of this podcast and where you can tune in to go direct: 

[12:52] Boating philosophy: Why being on the water mirrors running a successful business.

[28:59] Four-day work week results: How less time created more productivity.

[34:48] Three essential tips for affiliate managers building successful partnerships.

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

Welcome to a brand new season of the Affiliate Marketing Podcast with your host, Lee-Ann Johnstone. Our guest this week is John Wright, Co-Founder and CEO of StatsDrone, whose unique journey gives him rare insight into what makes partnerships succeed or fail. 

In this conversation, we tackle the contentious issue of data ownership in iGaming, explore why trust remains the biggest barrier to effective collaboration, and reveal the tactical approaches that separate partnerships that scale from those that stagnate. Whether you're an affiliate manager looking to build stronger relationships with your partners, or an affiliate seeking to maximise your operator partnerships, this episode delivers actionable strategies you can implement immediately.

We're delighted to have Mate Affiliates supporting this season of the podcast - thank you for making these conversations possible.

Key segments of this podcast and where you can tune in to go direct: 

[19:43] Three tactics for building partnerships that scale beyond basic CPA negotiations.

[25:47] Future predictions: How real-time data and operator quality metrics will reshape affiliate marketing.

[29:36] Career advice: Why affiliate managers need to think like customer success professionals

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Get Your Questions Answered by Lee-Ann! Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.

Want to learn more about elevating your affiliate program? Subscribe to the Affiliate Marketing Podcast for weekly insights from industry leaders. 

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This wrap-up episode celebrates a 21st season dedicated to proving that affiliate marketing is actually about every touchpoint in your customer's journey—from initial awareness through long-term retention. Host Lee-Ann Johnstone welcomed industry leaders who shared cutting-edge strategies, data-driven insights, and real-world case studies that demonstrate how sophisticated tracking, authentic partnerships, and cross-channel integration are revolutionising the way brands approach affiliate marketing. Whether you're looking to scale your existing program or build one from scratch, this season has delivered actionable wisdom that will help you move beyond transactional thinking to create lasting, profitable partnerships.

Key segments of this podcast and where you can tune in to go direct: 

[03:28] Michael Cole explains why brands get affiliate attribution wrong and how to fix it.

[23:59] Aaron Paul discusses AI's impact on affiliate marketing and content creation.

[33:52] Lauren Garner discusses the mindset shift to treating affiliates as customers and scaling systems.

Our thanks go to Everflow as this season's sponsor, powering our exploration of why affiliate marketing is about every moment in the customer journey.

We return next week with a brand new season of the Affiliate Marketing Podcast, and our season sponsor is Mate Affiliates. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

#AffiliateWINS: Your Victory Lap Starts Now!

Join the #AffiliateWINS movement! Share your affiliate marketing triumphs and success stories on social media to help spread positivity throughout the industry.

Time to flip the script: less calling out, more calling UP. Let's make #AffiliateWINS the hashtag that dominates feeds everywhere!

Ready to brag? Share success stories like these:

• "Just closed our best Q1 ever with the partner who's been in it with us since day one. Loyalty pays dividends. #AffiliateWINS"
• "Our affiliate just turned a shoestring budget into 5x ROAS using nothing but authentic UGC and love. Small spend, massive returns. #AffiliateWINS"
• "Here's to the quiet achievers, steadily driving volume without the spotlight. You're the backbone of this industry. #AffiliateWINS”

Each week on the Affiliate Marketing Podcast, we're showcasing why affiliate isn't just a moment—it's EVERY moment in your business. Share your #AffiliateWINS as we unveil an incredible lineup of guests and features.

Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.

Send me a text with your questions

In this week's episode of the Affiliate Marketing Podcast, host Lee-Ann Johnstone sits down with Lauren Garner, VP of Demand Generation and Partnerships at Ascent Funding, to explore the dramatic transformation of affiliate marketing over the past two decades. From her accidental entry into the industry at age 19 to managing multi-million dollar affiliate programs across multiple platforms, Lauren shares invaluable insights on scaling affiliate operations, the critical mindset shifts required for success, and why treating affiliates as customers rather than suppliers is fundamental to program growth. This conversation offers a masterclass in strategic program management for experienced affiliate marketers looking to elevate their approach and navigate the complexities of modern partnership marketing.

Key segments of this podcast and where you can tune in to go direct: 

[06:30] The three major industry transformations: platform proliferation, fraud protection, and data transparency.

[30:50] The importance of failure, rapid iteration, and creating a culture of learning

[32:26] Rapid-fire insights on mobile-first approaches, AI tools, and performance incentives.

Our thanks go to Everflow as this season’s sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look, here.

ELEVATE 2025: Time is running out to join the revolution!

Join us in London on July 15 and 16 for two days of pure performance marketing acceleration.

Check out the agenda, get your ticket AND get your entries in for the BRAND NEW AFFIVERSE RAV AWARDS here.

Miss it and miss out!

Send me a text with your questions

The health and wellness sector represents one of affiliate marketing's most promising yet challenging frontiers. With heightened regulatory scrutiny, razor-thin profit margins, and an increasingly sophisticated consumer base, brands operating in this space must navigate complex compliance requirements whilst maintaining profitability. However, as Anna Lewis demonstrates on this week’s Affiliate Marketing Podcast, these challenges also present unique opportunities for affiliate managers willing to embrace data-driven decision making and genuine partnership building.

Key segments of this podcast and where you can tune in to go direct: 

[03:05] Anna's unconventional journey from recruitment to affiliate marketing mastery.

[22:10] Three essential tactics for scaling health and wellness affiliate programs.

[29:10] Future trends in health and wellness affiliate marketing.

Our thanks go to Everflow as this season’s sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look, here.

ELEVATE 2025: Time is running out to join the revolution!

Join us in London on July 15 and 16 for two days of pure performance marketing acceleration.

Check out the agenda, get your ticket AND get your entries in for the BRAND NEW AFFIVERSE RAV AWARDS here.

Miss it and miss out!

Send me a text with your questions

This week, Lee-Ann explores the evolution of affiliate marketing technology with Sam Darawish, CEO and Co-Founder of Everflow. The conversation reveals why tracking beyond the initial conversion is crucial for program success, how AI will reshape affiliate management, and why transparency is becoming the foundation of profitable partner relationships.

Key segments of this podcast and where you can tune in to go direct: 

[03:20] Sam's 20-year affiliate marketing journey.

[21:44] Insights into what’s ahead for Everflow.

[25:44] Rapid-fire predictions: Will affiliate marketing exist in 50 years?

Our thanks go to Everflow as this season’s sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look, here.

ELEVATE 2025: Time is running out to join the revolution!

Join us in London on July 15 and 16 for two days of pure performance marketing acceleration.

Check out the agenda, get your ticket AND get your entries in for the BRAND NEW AFFIVERSE RAV AWARDS here.

Miss it and miss out!

Each week on the Affiliate Marketing Podcast, we're showcasing why affiliate isn't just a moment—it's EVERY moment in your business. Share your #AffiliateWINS as we unveil an incredible lineup of guests and features, brought to you by our season sponsors at Everflow.io.

Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.

Send me a text with your questions