From Pipe Inspector to Podcasting Pioneer: Jonas Aune Sundet’s “Rabona” Story

Jonas Aune Sundet, the creator of the popular Norwegian football podcast “Rabona,” has navigated a remarkable journey from a full-time pipe inspector to a full-time podcast host. His story, marked by relentless ambition, personal sacrifice, and success, highlights the growing power of independent sports media in Norway.

The Genesis of “Rabona”

Sundet’s podcasting venture began in January 2023, even as working as a pipe inspector in Kodal, near Sandefjord. Initially, he gained recognition for his engaging football commentary and threads on Twitter, often collaborating with Bodø/Glimt supporter Frank Amundsen. Responding to growing demand, they decided to launch a podcast, enlisting the facilitate of Snorre Felldal, an acquaintance with experience in student radio, to handle the technical aspects of editing, and sound.

The podcast was initially named “Den 69. Mann” (The 69th Man), reflecting a self-deprecating humor. However, it soon evolved into “Rabona,” focusing on Norwegian football and aiming to elevate the level of discussion surrounding the sport.

Scaling Ambition and Facing Burnout

Despite initial skepticism about the feasibility of ambitious projects like six-hour special episodes or securing interviews with high-profile figures, Sundet and his team consistently exceeded expectations. “Then I became a bit more like ‘the hell with it,’ and then we tried things that are difficult. And then we made it happen,” Sundet explained.

This relentless pursuit of growth came at a personal cost. Sundet found himself working long hours, sacrificing sleep, and struggling to balance his podcasting commitments with his job and family life. He described a “painful and heavy circle” characterized by constant mental strain and an inability to switch off. The breaking point came during a family vacation in Denmark, where he continued to function on the podcast even while trying to relax.

An Ultimatum and a Turning Point

Recognizing the unsustainable nature of his situation, Sundet issued an ultimatum: dedicate himself to “Rabona” full-time, shut it down, or give up entirely. He was unwilling to compromise the quality of the podcast by hiding it behind a paywall, believing it was important to build the content accessible to all football fans.

Just as the podcast seemed on the verge of collapse, TV 2, a major Norwegian television network, stepped in. They recognized the value of “Rabona” as an independent voice in Norwegian football and offered support to ensure its continued operation. Additional sponsorship agreements and grassroots funding further solidified the podcast’s financial stability.

A Recent Chapter and a Renewed Focus

In January of this year, Sundet made the leap to full-time podcasting, leaving his secure job as a pipe inspector. He described the transition as liberating, allowing him to pursue his passion and achieve a better work-life balance. He emphasized the importance of prioritizing family time and mental well-being.

Sundet is now focused on the future development of “Rabona,” including a planned in-depth analysis of all teams in the Eliteserien, titled “Rabona magnifying glass,” with two episodes released before the start of the series. He estimates that the podcast will average 85,000-90,000 listeners per month in 2026.

Celebrating Key Personalities

Sundet expressed his admiration for players like Zlatko Tripic, describing him as a “wonderful person” and a dedicated advocate for Norwegian football. He highlighted Tripic’s genuine character and commitment to the sport, noting that he participates not for personal gain but out of a sense of duty. Zlatko Tripic has previously discussed football matters on the Rabona podcast.

Sundet too acknowledged the unwavering support of his partner, Hanna, throughout the podcast’s journey.

Looking Ahead

Jonas Aune Sundet’s story is a testament to the power of passion, perseverance, and the growing influence of independent media. “Rabona” has turn into a significant voice in Norwegian football, and Sundet’s commitment to quality and accessibility promises a bright future for the podcast and the community it serves.