From “Do the Woo” to OpenChannels.fm: How Bob Dunn Is Expanding the Open Web Podcasting Space
Podcasting around WordPress and WooCommerce has evolved significantly over the past decade. Few people embody that evolution better than Bob Dunn, who transitioned from running a single WooCommerce-focused show, Do the Woo, to building a wider podcast network, OpenChannels.fm. His journey offers valuable lessons for business owners, product teams, and developers who want to create sustainable, community-driven content in the open web ecosystem.
This article explores why and how Bob rebranded, the operational and technical realities behind running a multi-host network, and what it takes to grow a sponsorship model without losing focus on community and authenticity.
Key Takeaways
- Rebranding from a niche show to a broader network can unlock new audiences and topics while still serving an existing community.
- Running a multi-channel, multi-host podcast network requires clear structure, flexible processes, and a strong editorial vision.
- Technical production choices—hosting, recording, and workflow tools—directly impact scalability and quality.
- A sustainable sponsorship model depends on trust, relevance, and long-term relationships rather than quick advertising wins.
Why Rebrand “Do the Woo” into a Broader Podcast Network
“Do the Woo” started as a focused podcast around WooCommerce and the businesses built on it. Over time, Bob saw a bigger opportunity: the conversations naturally extended into open source, WordPress at large, and the wider open web ecosystem. Merchants, agencies, and product creators were all wrestling with topics that went beyond just WooCommerce.
Rather than bolt everything onto one show, Bob chose to create OpenChannels.fm, a dedicated network for multiple podcasts covering:
- Open source software and communities
- Open web technologies and standards
- Developer and founder stories
- Commerce and business models around open platforms
From Single Show to Network Strategy
The rebrand was not simply a name change. It was a strategic shift from “one podcast with a clear niche” to “a network of related shows” that could:
- Attract different audience segments (store owners, plugin developers, agency leaders, SaaS founders)
- Experiment with show formats without confusing existing listeners
- Make room for new hosts and fresh voices who bring their own angles to the open web
Rebranding isn’t about abandoning your niche; it’s about creating a structure that lets your content grow without diluting what already works.
Building a Multi-Channel, Multi-Host Podcast Format
Scaling from a single-host podcast to a multi-show network is both an editorial and operational challenge. For OpenChannels.fm, Bob adopted a model where multiple hosts can lead different shows while still aligning with a shared mission: highlighting builders, thinkers, and makers in the open web world.
Defining Clear Channels and Themes
Each channel or show on the network is structured around a specific focus area. For example:
- A show centered on WooCommerce and eCommerce use cases
- Another dedicated to developer-focused discussions around open source tooling
- Shows featuring founder stories and product journeys in the WordPress ecosystem
This clarity makes it easier for:
- Listeners to subscribe to what’s most relevant to them
- Hosts to plan content without overlapping topics excessively
- Sponsors to match their message with the right audience segment
Empowering New Hosts While Maintaining Consistency
Bringing in additional hosts adds diversity of viewpoints but also requires a baseline of consistency. Bob’s approach emphasizes:
- Guidelines, not scripts – giving hosts flexibility in how they conduct conversations
- Shared values – open source, community focus, and practical value for listeners
- Lightweight editorial oversight – ensuring episodes fit within the broader OpenChannels.fm mission
For business owners and agencies considering similar networks—whether for internal thought leadership or industry content—this balance between structure and autonomy is crucial for long-term growth.
Operational Challenges of a Growing Podcast Network
Running a single podcast is manageable for one person; running a network is a different story. Scheduling, coordination, and consistency become much more complex once multiple hosts, guests, and formats are involved.
Scheduling and Communication
Coordinating multiple time zones, availability windows, and guest preferences means your tools and processes matter. Common elements in a setup like Bob’s include:
- Shared calendars for recording slots
- Standardized guest intake forms (bio, headshot, consent, topics)
- Automated reminders to reduce no-shows or last-minute confusion
For agencies and product companies, adopting similar workflows can help scale content without overwhelming the team.
Editorial and Production Workflow
To keep episodes flowing, a simple but repeatable pipeline is key. A typical flow looks like:
- Topic selection and guest confirmation
- Recording and initial quality review
- Editing and post-production (audio cleanup, intros/outros, leveling)
- Publishing to the network and syndication platforms
- Promotion across email, social, and partner channels
The more shows you have, the more important it becomes to standardize assets such as intro music, branding guidelines, show notes format, and publishing checklists.
The Technical Side: Tools, Hosting, and Production Choices
Behind every polished episode is a technical stack that must be reliable, maintainable, and flexible enough to support new hosts and shows.
Recording and Collaboration Tools
For remote-first podcasts like OpenChannels.fm, common choices include:
- Online recording platforms that capture local audio tracks for higher quality
- Backup recording methods in case of connectivity issues
- Team communications through Slack, email, or project management tools to coordinate episodes and handoffs
Business owners and developers planning their own networks should choose tools that are easy for non-technical hosts and guests to use. Complexity kills momentum.
Podcast Hosting and Distribution
As a WordPress-focused creator, Bob has long been part of the open web ecosystem, which extends naturally to how content is distributed. A typical setup might combine:
- A podcast hosting provider for audio files and RSS feeds
- A WordPress site to serve as the content hub, show notes archive, and SEO-friendly front-end
- Distribution to platforms like Apple Podcasts, Spotify, and others through the primary RSS feed
This combination allows for strong control over branding and content while still reaching listeners where they already consume podcasts.
Evolving the Sponsorship and Revenue Model
One of the most significant shifts in moving from Do the Woo to OpenChannels.fm is the sponsorship model. With more shows and topic areas, there are more surfaces for partners to engage—but also more responsibility to keep sponsorships relevant and respectful of the audience.
From Single-Show Sponsorships to Network Partnerships
Under a single-show model, sponsorships are typically attached to every episode in a straightforward way. In a network model, Bob can offer:
- Show-specific sponsorships (e.g., eCommerce tools supporting WooCommerce-focused content)
- Network-wide campaigns that appear across multiple aligned shows
- Longer-term partnerships that evolve with the network’s growth
This structure gives sponsors more options while ensuring that promotions are relevant to each audience segment. For example, a hosting provider focused on high-traffic WooCommerce stores may prefer episodes that highlight performance, scalability, and security.
Balancing Revenue with Community Trust
Monetization only works if listeners trust that sponsored content is chosen carefully. Bob’s approach emphasizes:
- Working with companies that are active contributors to the open web ecosystem
- Maintaining clear boundaries between editorial decisions and sponsorships
- Prioritizing long-term relationships over one-off ads
The most successful sponsorships feel like a natural extension of the conversation, not an interruption to it.
Staying Involved While Making Space for Others
One of the most interesting aspects of Bob’s transition is his shift from being “the voice” of a show to becoming a curator and facilitator for many voices. Rather than stepping away completely, he stays engaged through:
- Occasional hosting and guesting on episodes
- Guiding the editorial direction of the network
- Supporting new hosts as they develop their own styles and audiences
This hybrid role allows him to remain connected to the community while building a platform that can grow beyond a single personality. For founders and agency owners, this approach mirrors the transition from “solo operator” to “leader of a brand and team.”
Conclusion: Lessons for Open Web Creators and Businesses
Bob Dunn’s journey from Do the Woo to OpenChannels.fm shows what it looks like to thoughtfully expand from a niche podcast to a full-fledged network centered on the open web. The key lessons for business owners, developers, and product teams include:
- Start with a focused niche, then expand when your audience and topics naturally outgrow it.
- Use clear channels and themes to manage multiple shows without confusing listeners.
- Invest early in simple, repeatable workflows and tools that support multiple hosts.
- Treat sponsorships as partnerships, aligning with brands that genuinely serve your audience.
For anyone building content around WordPress, WooCommerce, or broader open source technologies, this model demonstrates how to scale without losing your community-driven roots.