Lerer and Rich sent the first Thrillist e-mail newsletter in 2005 to 600 friends. In early 2017, following layoffs of more than 25 employees, the Thrillist editorial, video, and distribution staffs announced plans to unionize with the Writers Guild of America East.[4] In response, Lerer refused to voluntarily recognize and held anti-union, captive audience meetings despite more than 85% of the editorial staff having signed union cards.[5] In July 2017, Thrillist hired entertainment industry veteran and former MTV and GoPro executive Ocean MacAdams to lead the digital brand.[6]