What We Learned from The State of Trail Running Report
The State of Trail Running report explores the business side of the sport’s growth. But as the money increases, are we certain that we are staying true to the values that make trail running special?
A few weeks ago I came across a post from the ‘Running the Numbers’ Substack that linked to a report titled ‘The State of Trail Running’. As both a trail runner and a nerd, I couldn’t resist diving in.
I spent a fair amount of time exploring the report, picking apart the numbers and seeing what insights I could uncover. It was one of those things that stuck with me, so I ended up sending it to a few friends to see what they thought. Unfortunately, their enthusiasm didn’t quite match mine…apparently, not everyone finds trail running and market statistics as interesting as I do. 😅
But the report kept pulling me back. Over the next few days, I found myself revisiting it, double-checking details, and trying to better understand the data. Eventually, I figured there had to be others who’d find this as thought-provoking as I did. So, I decided to write this post and share the insights which stood out to me most, along with some thoughts, and a little critique.
The Business Behind Trail Running
The report is titled ‘The State of Trail Running’, and its goal is to shed light on “runner’s habits, motivations, and economic impact.” At its core, the study is built around a survey of US-based trail runners, designed to explore “participants’ demographics, spending habits, preferences, and emerging trends.” In total, the survey gathered responses from over 2,000 runners across a wide range of backgrounds and life contexts.
However, the report doesn’t stop at numbers. To add depth and nuance to the data, the authors conducted in-depth interviews with seven professional trail runners and two experienced race organizers. These conversations provided a more personal look into the experiences, challenges, and motivations of those deeply embedded in the trail running community.
That said, the report hasn’t been without its critics. Some have questioned the accuracy of some parts of the data, while others have pointed out that its US-focus makes it difficult to extrapolate the findings to a global audience. While these are valid points, I won’t dwell on them too much. Instead, I want to focus on what the report does offer - a snapshot of the business-side of trail running and and insight into the habits of the trail running community.
Trail Running’s White-Collar Reality
Trail running is hard. To excel at it, especially when it comes to ultras, you need time, energy, and the ability to handle both physical and mental stress. I’ve always joked that trail running is a ‘rich person’s sport’ or a mid-life crisis hobby for those seeking a new challenge. Consequently, it’s not typically accessible to people juggling multiple jobs, raising young kids, or working in physically demanding blue-collar roles.
Unfortunately, the data seems to back up my hypothesis. According to the report, around 50% of US-based trail runners are at least 45 years old. On top of that, 66% of respondents earn $100k or more per year, mostly confirming the stereotype that trail runners are typically white-collar professionals with disposable income and flexible schedules.
However, this raises an important question. Running has long been marketed as an accessible sport - all you need is a pair of shoes, yet trail running feels less approachable. Beyond the gear (which we’ll get to in a minute), it creates a significant stress on your body which requires longer recovery time. For someone who spends their day at a desk, heading out for a trail run might feel like an escape, but for those in physically demanding jobs, the idea of stressing their body even more after a long day of manual labor is often a non-starter.
Then there’s the cost. While road running can be relatively inexpensive, trail running comes with a higher price tag. Shoes are just the beginning; you’ll likely need a hydration pack, weather-specific gear and some nutrition…and that’s even before we consider race entry fees. All of this creates a high barrier to entry, which helps explain why the trail running demographic skews the way it does.
I can’t help but wonder if these challenges will eventually stunt the growth of trail running, and if so, how can the sport adapt to reach a broader, more diverse audience?
UTMB: A Privileged Playground?
According to the report, only 257,000 of the 14.8 million trail runners in the U.S. participate in trail running events like races. That’s just 1.7% of all trail runners, a surprisingly small number that shows how niche the racing scene really is. However, those who do race are incredibly passionate, since 44% of respondents said they plan to enter five or more races in the coming year.
This passion, however, comes at a cost. Take UTMB, for example. In 2024, sign-ups for the Mont Blanc races increased by 34%, and the average number of running stones needed to secure a spot rose to 5.3 (up from 4.9 in 2023). This raises some big questions. What’s the end goal here? Are events like UTMB becoming exclusive experiences reserved for well-off runners who can afford the time and money to compete in multiple races each year all over the world?
Most people don’t live within driving distance of a UTMB race, so are we heading toward a future where runners are jet-setting around the globe multiple times a year just to increase their odds of earning enough stones to qualify? What does that mean for values like environmental sustainability and reducing our carbon footprint which I thought that trail runners prioritised?
It’s hard to ignore the irony. Trail running often celebrates the connection with nature, yet the pursuit of prestigious races like UTMB can lead to behaviors that contradict those very values. Not to mention, the rising costs and travel demands risk making these events inaccessible to all but a privileged few. Is this the direction we want the sport to go?
Outdoor Brands Own Runner’s Feet, But For How Long?
Ask a road runner to name the most prominent shoe brands and they’ll likely mention Nike, Adidas and Asics, with maybe Saucony, ON or Brooks thrown into the mix. But in the trail running world, the story is completely different. According to the report, four of the top five most popular brands are outdoor-focused companies, with Nike, the undisputed king of road running, landing in sixth place. This aligns with global data from ITRA in 2022, which shows a similar trend.
What’s even more interesting is that as runners spend more years on the trails, they tend to gravitate toward outdoor brands and away from traditional road brands like Adidas. It seems that outdoor-focused brands resonate more deeply with experienced trail runners, building a loyal following that’s hard to shake.
However, while outdoor brands clearly dominate the trail niche, many of them are now pushing into mainstream markets or even fashion. Take the recent presence of outdoor brands at Paris Fashion Week, for example. It’s clear that some brands, like Hoka, Salomon and Saucony, see fashion as a way to expand their reach. And while I get it, trail running is a niche market after all, I can’t help but wonder if this gamble will pay off.
On one hand, outdoor brands might shift focus from R&D to marketing with the goal of breaking into other markets. On the other, they risk alienating their core audience who’ve grown to trust and identify with them.
In the end, I’m not sure there will be many winners here. Trail runners might lose the brands they love, and the brands themselves might struggle to thrive in new markets. It’s a tricky balancing act, and I’m curious to see how it all plays out.
Strava Dominates, But Fails to Capitalise
It’s no surprise that Strava is the most popular tech platform among trail runners. With over 70% of the trail running community on the app, it’s the go-to place for outdoor athletes. However, my take away from this is that Strava is not leveraging this audience adequately.
Right now, 90% of Strava’s revenue comes from subscriptions. The company has been working hard to improve its platform and add more features to entice users to upgrade to a paid plan and while that’s great, I can’t help but think they’re missing a huge opportunity.
Strava is the place to be for trail runners. No other platform (except maybe Garmin) comes close to capturing such a large chunk of the community. Yet, its brand integrations feel like an afterthought. Challenges, Strava’s main brand collaboration tool, don’t feel like a core part of the experience. There are no perks for subscribers that tie into other brands or races, and the storytelling potential (like brand-sponsored stories or articles) is barely tapped.
Strava has an incredibly engaged audience, but it’s not capitalising on it. Instead, Strava seems content to rely almost entirely on subscriptions, resulting in constant price increases in its race to reach profitability.
The Shifting Landscape of Professional Contracts
I’ll admit, I’m not an expert on the professional trail running scene, but as someone who follows the sport closely, it’s hard to ignore the growing conversations around athlete contracts, especially during the end-of-year contract season.
From what I see and hear, three key issues keep being brought up:
Money: Except for a select few, most professional trail runners don’t earn enough money from running to make a living.
Supplemental Income: Athletes often rely on alternative revenue streams like coaching or merch to make ends meet.
NDAs: Non-disclosure agreements are stifling wage transparency and progress across the board.
These problems aren’t new, and this report highlights them perfectly. We’ve seen some progress, like Tara Dower’s semi-public contract with Altra, but there’s still a long way to go.
The question is: what changes next? Will contract values rise? Will NDAs become a thing of the past? Or will athletes focus on signing multiple medium-sized contracts instead of relying on one big sponsor?
As an outsider, these changes don’t directly impact me, but as a fan of the sport, I’m curious to see how things evolve. Will athletes prioritise financial gains, or will they push for broader improvements that benefit everyone, even if it means taking a small hit to their own earnings?
More Than Just a Market
Let me start this section by saying that I’m grateful to the authors of this report for putting together such a comprehensive study. It’s clear that a lot of work went into it, and the data they’ve gathered is undeniably valuable, especially for investors and businesses.
That said, I can’t help but feel a little uneasy that a report titled ‘The State of Trail Running’ focuses almost entirely on market size, consumer spending, and economic impact. Don’t get me wrong, these things matter, but they’re a far cry from why most of us fell in love with trail running in the first place.
For me, trail running has always been about escaping the noise of everyday life, connecting with nature, and pushing my limits in ways I never thought possible. It’s a journey of self-improvement, camaraderie, and chasing goals that once seemed out of reach. And yet, it feels like the goals and conversations around trail running have shifted, with growth and economic impact being the most talked about and prioritised aspects of the sport.
Despite these challenges, I still believe that the trail running community is full of well-intentioned, passionate people who care deeply about the sport and its ethos. My hope is that as trail running continues to grow, some of the money and energy will go toward initiatives that protect what makes this sport so special; its connection to nature, its sense of community, and its ability to inspire us to be better versions of ourselves.
Who am I?
Hi, I’m Niki - a Maltese 🇲🇹 long-distance trail runner now based in Salzburg, Austria 🇦🇹.
Over the years, I’ve had the chance to run in some incredible races around the world, like the 2023 Backyard Ultra Individual World Championships, CCC, and the Mozart 100 by UTMB. Along the way, I’ve learned so much that I think could help others on their trail and ultrarunning journeys. That’s why I decided to start this blog - to share those tips and experiences in one place.
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Well done a really interesting article. I agree with the steep prices of UTMB. I ma doing my first one this year and I am not sure that I will be able to do one every year :)maybe you should conduct the research in Europe?