By Mathias Eichler
Come race the world!
Beast of Big Creek is North America's only stop on the Skyrunner World Series. Mount Ellinor is waiting for you.
Come race the world!
Beast of Big Creek is North America's only stop on the Skyrunner World Series. Mount Ellinor is waiting for you.
Matt Walsh takes on the sticky subject of “sponsorships, gifting and investments” as it pertains to trail media:
Running media and influencers have professionalised. Brands fund shows, athletes overlap with product development, outlets take on consulting work, and creators build real businesses hawking gels and AI training plans. None of that is surprising, and none of it is inherently negative. The interesting bit is how the presence of money subtly shapes the edges of the conversation.
It’s worth reading the entire article and Matt is way too kind to the various personalities he clearly speaks of but never directly calls out.
Running media doesn’t lose credibility because money is involved, it loses it when the presence of money quietly shrinks or loudly amplifies what gets talked about. Small signals of context can do a surprising amount to reopen that space.
He also addresses the reality that, well actually, mentioning sponsors and financial ties is already required by law.
These laws set the floor for transparency, not the ceiling for editorial range. An industry can be compliant (although I’d argue we’re not the best at it) and still develop predictable blind spots simply because relationships, access, and formats influence what feels worth saying.
We, in the trail media, gotta be more transparent and honest if we want to keep our credibility.
Outside Interactive the company formerly known as Outside Magazine shares some positive financial news:
Following a five year transformation, the platform brought in $125 million in 2025, over 60% of which came from recurring lines of revenue.
I’ve give Outside a lot of flack over the years, but this surprised me, I gotta admit.
… the company has more than 1 million paying subscribers, although that figure has remained largely flat in recent years and includes people paying for the bundle, as well as those paying for individual services. In total, Outside brings in 35% of its total revenue from the line item.
The law of large numbers. I can’t fathom that there are still a million people subscribing to this “product”.
According to The Colorado Sun, every employee at Outside Magazine who was there before the acquisition has been shed.
So this really was a complete hostile takeover and private equity play. Grab the brand – which clearly is still worth enough to keep a million people paying for a subscription – and throw the entire team that’s been shepherding and building the business over the years to the bloody curb. If you were responsible for this, how can you sleep at night?
Brooks shares Financials:
Brooks Running closed 2025 with record-breaking global revenue, achieving a 16% increase year over year and extending its track record to nine consecutive years of growth.
Albeit not mentioned in their press release I am claiming a small part in their success due to their partnership with the Trail Running Film Festival.
On a more objective note, this release is kind of funny as it is full of percentage numbers yet has no dollar figures at all.
Marathon Sport, a chain of running stores shared this via press release:
Marathon Sports announced the acquisition of six03 Trail Races and the Cranmore Mountain Race, expanding the company’s long-term investment in trail running in New England. The company also announced more than $100,000 in total prize money across its New England trail race portfolio for 2026.
This puts a renewed focus on trail races from the East Coast and is a big position statement coming from this side of the country. Exciting times for trail races that are not a 100 or 200 miler in Colorado, Arizona or California.
It’s Monday, and we have now numerous news shows dedicated to trail running all airing/dropping on the same day. Some aim to capture the happenings in the world of trail running by actually going live and talking about ‘breaking’ developments.
Gone are the days when the only trail media we had were videos of race recaps posted months after the event, and podcasts interviews full of long form story telling. Tickers, short form hot takes and rapid response “emergency recordings”. That’s where we’re at. And Electric Cable Car is entering the 4th year of doing just that, without the video component – for now. And we’re just getting started.
Something something about ‘blue ocean strategy’…
What absolute impeccable timing with this announcement:
Announcing the welcome return of skyrunning in the USA with a four-race Merrell Skyrunner® USA Series alongside a US stage on the Merrell Skyrunner® World Series – already announced in December.
On the same day as GTWS announces their calendar of events leaving the US entirely, skyrunning swoops in and announces its US National Series.
And no, I am not just patting myself on my own shoulder here, I had nothing to do with the timing of all this. But also:
The Beast of Big Creek will play a double role hosting the only US stop of the Merrell Skyrunner® World Series and the Merrell Skyrunner® USA Series.
All there’s left to do is book your trip to the Olympic Peninsula and come race with us this summer. Let’s go!
Finally, the new season of Salomon’s Golden Trail World Series is unveiled:
- ZEGAMA-AIZKORRI 17 MAY
- LEDRO SKY TRENTINO 24 MAY
- QUEBEC MEGA TRAIL 5 JUL
- PITZ ALPINE GLACIER TRAIL 1 AUG
- SIERRE-ZINAL 8 AUG
- MYOKO TRAIL 20 SEP
- JINSHANLING GREAT WALL 27 SEP
- MUJU TRAIL GRAND FINALE 24-25 OCT
Everyone has been scratching their collective heads on what the larger strategy here is for Salomon and the team putting on this series. It feels like it’s decreasing in value and importance year after year. But all snark aside, here are a few things they are actually improving on and helping push the sport forward:
Beyond the calendar itself, the 2026 GTWS season introduces a series of major developments designed to further strengthen the championship as a modern, global competition fully optimised for broadcast and aligned with the highest standards of elite trail running.
So we are getting our answer already. All these changes are there to “optimize for broadcast”.
Prize money will see a significant increase across all levels of competition in 2026, rising by 45% compared to 2025 and bringing the total prize purse to €435,000. Of this total, €30,000 will be awarded to the winners of the men’s and women’s overall rankings.
Good. I don’t know how this compares to other sports, but good to see them continue to push the envelope here. I wonder how UTMB will follow this up. Who will be the first series to claim the €1 million in prize money?
The stakes are being raised not only financially, but also on the sporting side. The championship will introduce a new strategic performance layer through uphill, downhill and sprint segments, each awarding bonus points towards the overall classification. This innovation is designed to intensify in-race competition, encourage tactical racing, and further enhance the live and broadcast viewing experience.
I’m curious how this will play out, both from a spectator point of view, and from a racer point of view – do runners love this sort of thing?
In another landmark development, and for the first time in its history, the GTWS will introduce a team ranking. This classification will be calculated based on the points scored by the top two men and top two women from the same team at each race, adding a new dimension of collective strategy and competition to the series.
Also something new – and something we’ve first seen at WMTRC. But it will be interesting to see how they implement this. Clearly this is something many of the top media people have been talking about. (And no, I won’t bring up Formula One here.)
At the same time, and with the objective of safeguarding sporting integrity, the GTWS will significantly expand its anti-doping program in 2026. This will include an increased number of controls at each event, as well as enhanced out-of-competition testing throughout the season.
Also good. And a first for trail running: ‘out-of-competition’ testing. Probably a requirement now after last year’s epic doping scandal that rocked Sierre-Zinal.
So clearly the GTWS ain’t dead yet. 2026 is here. But without any race in North America.
Tim shared the news on Instagram:
I’m excited to share something I’ve been involved in creating and that I’m proud of:
It’s called MILES.MILES is a movement built around staying healthy, moving daily, and building a positive community — while investing and growing together in a way that actually feels aligned.
Website is full of AI slop and is essentially a meme coin play:
Miles Coin is the heartbeat of outdoor runners, blending fitness, community, and crypto in every step.
Also worth checking out the linked Twitter/X account that’s full of angry political rhetoric. Fun stuff, par for the course. Good company to be around.
Episode 341 with Joe ‘Stringbean’ McConaughy:
Joe McConaughy has achieved a lot in his life already, but this year he’s going to embark on two new and daunting adventures : fatherhood and race directing. I don’t know which one’s harder, but we chat about both and a lot more on this episode of Singletrack.
OR with the announcement today:
This August, Outdoor Retailer, the national gathering for the U.S. outdoor industry, will debut the Wild Reach Initiative, a program embedding 150 outdoor-focused creators directly into the event. Designed for a moment when audiences are increasingly tuning out automated content, the initiative brings creators and brands together on the show floor to capture real experiences, real reactions, and real stories as they unfold.
At a time when audiences are craving authenticity, this platform transforms the trade show floor into a dynamic stage where creators and brands collaborate to capture raw, unscripted moments. From real-time reactions to compelling stories, influencers bring energy, engagement, and a human touch that resonates deeply with audiences, making every interaction meaningful.
Aside from me wanting to make a snarky comment on the idea of putting the words ‘influencers’ and ‘authenticity’ into the same sentence I actually think this is a really fun and smart idea. Trade show are strugglingly for attendance and brands are pulling out their investments. If now the “new media crowd” is invited, and courted, and welcome to visit these booths and share the new products with their audiences this could create a very interesting amplification that might be enticing for brands to continue to invest into these events and ensure their survival. Smart idea.
Courtney Dauwalter made a splash this week by being featured in a Näak promo video. Rumors floated around the internets and today Näak announced her as their newly sponsored athlete. This, after Courtney’s longterm sponsorship with Tailwind Nutrition spun the rumor mill out of control, but here’s the full scoop.
From Näak’s Instagram:
Ultra isn’t just a distance, it’s a mindset.
@courtneydauwalter ‘s is about curiosity, courage, and joy.
Welcome, Courtney.
Mountain Outpost with the details:
- Partnership includes all solid nutrition options cultra and boost energy gels, wattles, purees and bars)
- Courtney will continue working with her current hydration partner
- Expect to see a signature flavor that will be extremely on brand for Courtney
Tailwind, probably having been inundated with calls today responded:
Breaking News: Courtney’s 2026 is looking bright. @courtneydauwalter
Working hard, and playing hard.
Still here fueling her 2026 goals as Team Tailwind.
Phew, got that one sorted.
As a side note: Has Näak’s Instagram always be “@naakbars. I have never seen them as a maker of primarily “bars”. Interesting choice of branding. And on a second side note (extra bonus side note, so to speak): Has anyone memorized ¨ are over the first or the second ‘A’? Yeah, I mess this up all the time too.
Announced just today:
The UTMB® World Series circuit is thrilled to announce the addition of Snowbasin by UTMB®, a brand-new event set in the heart of Utah’s Wasatch Mountains.
The inaugural event is scheduled to take place on September 10-12, 2026, for one year only and will shift to September 16-18 beginning in 2027.
For 2026 this will mean there will be five UTMB World Series events on the same weekend. And for 2027 the event moves to the same weekend as Grindstone. It’ll be interesting to see if they will make date adjustments to that event in response.
This also will be UTMB’s second newly created event in the US – after Pacific Trails California. So rather than trying to buy existing events UTMB seems to be aiming to create new ones. And ones with short distances only – to start: Just like for Pacific Trails only a 50K and a 20K category race is offered.
The ECC UTMB Calendar is updated.
Announcement dropped today! Another incredible line-up I am honored to share on behalf of the Trail Running Film Festival:
- Becky Bates, Not a Running Story – Scot Proudfoot
- We Belong Milo – Zanecchia
- Fellsman – Billy Barraclough
- Dipsea Generations – Paddy O’Leary
- Dick’s-A-Thon – Dylan Young
- Project Tombstone – Max Haimowitz
- Songs and Flowers – Julen Elorza
- Off Course – Carrie Highman, Tim Highman
- The Romsdal Method – Hans Kristian Smedsrød
- Unmuted – Running for the Glaciers – Luca Jaenichen
Learn more about these wonderful stories here. And get your tickets to a local screening and support these incredible filmmakers.
Daniel Kline for TheStreet:
- More than 200 stores are expected to close nationwide.
- The company survived two prior bankruptcies but faces a full retail exit.
- The brand will survive online and wholesale, but its physical retail presence in North America will end.
When the last person leaves your local mall tell them to turn off the lights.
Fun new concept pushing the trail media envelope:
We’re turning the Rest Day Pod into an interactive livestream experience on YouTube, debuting tomorrow night (Monday) at 5pm PT.
That’s Monday, 02 February 2026.
An avalanche of trail running news has hit the wire recently, including more big breaking news being announced tomorrow morning.
Several birdies tell me that his big breaking news is Nike/ACG related.
During this week’s Friday news dumb a story roll through my feed with some details on adidas’ efforts to restructure their outdoor business unit Terrex and their plans to fold it into their main business channels. This inevitably creates some turbulence and unfortunate personnel adjustments which I have no insight on and therefore can’t comment on. But I wanted to take a moment to ponder how this all came to be and where adidas might be heading next.
A brief (much abridged) history:
Okay, there are some holes, I admit but my main takeaway here is that adidas, at a time when they were one of the largest and most well-known athletic and streetwear brands decided that entering the outdoor space seemed reasonable – we know how to make clothes and shoes, why not do it for that space too – but they wanted to offer a differentiation and not just bring the Three Stripes into a space with plenty of tradition, massively beloved incumbent brands, and a culture that seemed decidedly ‘counter to the fashion brands worn on city streets’. I reckon the thinking was: “We can win on quality and price but no one wants to wear the same look on the trails than what folks wear in the city and on the soccer fields. Fast forward to 2026 and the European business landscape looks pretty gloomy, which often results in business restructuring and “going back to the basics” and “do what we know best” efforts. And I do want to acknowledge this, as this might all seem like following a grand strategy but it also could just be panic induced.
Alright, what this mean for trail running: The sport currently experiences growth, there’s momentum, and this leads to running (tradition and mainly on the road) and trail running moving closer together. At my first TRE Terrex and adidas had separate booths, not anymore. Gorpcore brought trail running to the streets, now running brands are at Paris Fashion Week and are considered trendsetting. There’s no need for the Terrex sub-brand anymore, in fact, with the success of the ‘Samba’- line of shoes it feels like a distraction and adidas wants to present a unified front.
The entire strategy of ‘sub brands’ is a fascinating business strategy. It works for some players, some of the time. Some of these brands grow out of fashion partnership, or athlete branding, but many are hedged bets – “we don’t want to bring our core brand to an effort that might fail, let’s just dabble with a sub brand”.
This brings me to Nike’s polar opposite strategy here. They have famously dabbled in trail several times before, to not much success. Now they are investing heavily and everyone claims and hopes that this time they will get it right. But their move is again through a sub brand: ACG. There’s no doubt that everyone knows Nike and that famous ‘Swoosh’ – that brand had value, but I hardly anyone knows what ACG is. They are choosing to enter a market – and not just the trail running space, but the outdoor space – as can be seen by their line of Winter Olympics gear, which boldly boasts the ACG logo but not the Nike logo – and they have to do the extra work of introducing ACG to the masses. So, seemingly what Nike is doing here is what adidas had already tried a few years ago: entering a space they previously had no market share in through the door of a sub brands. And just at a time where Adidas seems to be sunsetting their sub brand Terrex, Nike decides to follow the same playbook. I am curious to see how this will play out. Running is hot right now, and trail running is – especially visually – the most desirable segment of that market. For these big brands, who have their fingers in every sport now’s the perfect time to invest to gain momentum in that space. It will be interesting to see if that extra layer – by going through a sub brand – is the correct move or another bet hedged that can be easily discarded if it doesn’t work out – again.
As to adidas, we need to wait for their next move. How will they emerge from this restructuring? Empowered and focused, or diminished and in retreat from the trail space? Right now Nike, ahem ACG, are on the move. Their logos are everywhere. ACG seems to be sponsoring every big trail event on the West Coast and their ACG products have arrived at REI, just in time for the Winter Olympics to kick off in Milano/Cortina.
AP reports:
News that a unit of U.S. Immigration and Customs Enforcement would be present during the upcoming Winter Games has set off concern and confusion in Italy, where people have expressed outrage at the inclusion of an agency that has dominated headlines for leading the Trump administration’s immigration crackdown.
Obviously this is outrages and the visuals of these lawless goons operating on foreign soil feels all kind of wrong, but also, and even worse, I wouldn’t be surprised if they don’t arrive with facemarks and pepper spray but with Palantir’s ‘data gathering software’ and other privacy invasive tools. The Olympics are a place that brings people together from all over the world, the perfect opportunity to illegally data harvest under the shadow of “Solidarity fuels our mission to make the world a better place through sport. We can only go faster, we can only aim higher, we can only become stronger by standing together — in solidarity.” Oh, wait that’s IOC’s old motto, the new one reads: “Faster, Higher, Stronger – Together”.
And that leaves plenty of room for ambiguity.
The Pro Trail Runners Association (PTRA) shares more perspectives by their members on the increasingly controversial topic of pacers (at an elite level) at the most competitive events in the US. Most athletes have fairly vanilla takes here: ‘it’s part of history, it’s fun, there’s no harm’. Jim Walmsley, who’s increasingly uses his status as one of the most successful ultra runners of our time is taking a different take:
I don’t think elites at Western States should have pacers. Nobody competitive there needs them. Nowadays, with phones and tech, it can distort the race in a negative way. Professionals, which our sport has now, should be competent at America’s highest level. Figure it out. Also, golden ticket races should forbid pacers for ticket positions. Black Canyon 100k, pacing is embarrassing to allow. You have to make it to Foresthill without a friend anyways.
Kudos to Jim for speaking his mind so succinctly. More of this in our sport, please.
Rouge Valley Runners teases new 100M event in the southern Oregon area, presumable. After their closure of the historic Pine 2 Palm event, clearly the team around Hal Korner weren’t quite done yet.
Oh, and this event too will be partnered with/sponsored by ACG/Nike.
From their press release (PDF):
The Hardrock Hundred Endurance Run is seeking new members for our voluntary Board of Directors who will bring dedication and passion into our organization.
Serving on a non-profit board ain’t easy – ask me how I know – but this is an incredible opportunity to help serve and share the future of this iconic event.
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