Gen Z is Entering the Trail Running Arena

A new report on trail running and Gen Z was just compiled and published by ‘Common Ground‘ – European research-led, creative agency – and (sits in Box as a PDF):

Trail running is changing. As Gen Z hit the trails in record numbers, they’re reshaping the sport into something bigger, bolder, and more meaningful. THE NEW TRAIL explores how a generation is transforming trail from niche pursuit into cultural movement – and outlines the opportunities in it for brands.

Any report that distills data points, observations, and a general feeling about a topic is valuable and worth digesting and considering for a bit. Of course, something focused “just” on one generation invites the question of how and if the other generations are doing things differently, but in any case, it’s welcome and exciting to see the new generation taking our sport serious and asserting their viewpoints and perspectives.