State of the Industry: Trail Running at TrailCon

Steve Holmberg and Matt Trappe are back for a debrief on one of the biggest weeks in trail running — Broken Arrow, Western States, and everything in between at TrailCon. Steve breaks down his state-of-the-industry analysis: why trail running's rebrand from "ultra running" unlocked massive new participation, why the sport is about to fragment the way mountain biking did decades ago, and why brands chasing "max" specs are about to pivot to "right" specs built specifically for trail.

Then Matt takes listeners inside a project few people got to experience firsthand — a house in Tahoe built with Skratch and other partners, designed to bring brand leaders, athletes, and creators together without competitive walls. He explains the intention behind it, what happened when 37 of 40 people in the room spoke up during an unscripted conversation, and why some of the best moments of the week happened specifically because they weren't being recorded.

Show Notes:

• Popfly for Brands
• Popfly for Creators
• Steve Holmberg
• Matt Trappe
• Insight Accelerator
• Matter of Brand
• TrailCon
• Tommie Runz
• Salomon TV - Trail Dogs
• Salomon TV - Bill Dooper
• WSJ on Trail Runners
• Broken Arrow
• ACG
• Freetrail
• Tantrums
• Amazfit
• Skratch
• SF Run Co

BPC - Brand, Product, Content:

• Hilary Yang "Raise The Bar"
• Marin Rift Zone EL XR
• Golden Hour Racing Shirt
• Join us on LinkedIn
• Meet us on Slack
• Follow us on Instagram
• Subscribe to our newsletter
• Subscribe to the YouTube channel