What is Trailmix?

Trailmix is a fortnightly newsletter that analyses the burgeoning trail running media landscape.

Trail running the pastime has been around for a while, but trail running the sport has just begun. With it comes a growing array of content creators, sponsors and publishers all looking to capitalise on this growth.

Whilst most sports have had some form of pontificating about their business’ and media, trail running has largely gone under the radar. Probably because there isn’t enough news published about it. Or i might find that there’s nothing interesting to say.

Either way, I’m here for the long run.

If you’re a race director, work for a trail running company, an agency or media company that has some connection to trail running or running, or you’re just interested in the business of trail running, follow along! I hope you’ll learn something.

I’ll be covering the macro and the micro of the industry. The legacy media companies seeking to cling on to their readership whilst the individual creators build their communities. The professionalisation of trail running and how your local race director is using media to increase their number of entrants. The big brands entering the space through sponsorships and the business models of new companies entering the media space.

But I’m keen to hear what you want to learn about, so please subscribe, comment and send me your feedback.

Who is Trailmix?

I’m Matt, i work as a senior media research analyst at an advertising agency in the day job, so keeping up with the media landscape is kind of my thing.

I also run a lot, so that’s also kind of my thing.

I thought I might as well combine them and see what comes of it.

Some say do what you love and you won’t work a day in your life. Others say do what you love and you’ll grow to hate it. I guess I’ll find out.