The trail running industry markets like Nike - find the best trail runner, plaster them in your brand and watch it lead to sales. They market to us like we're watching baseball.

Trail Running is one of the only sports in the world where the super majority of the consumers of the professional version of the sport also participate in the sport. If you like to watch Courtney or Kilian, you also toe the line at big races most likely.

When you use their Salomon or NNormal shoes, you want a pair so you can perform like they do, or at least better than you currently perform.

But when you watch Messi play soccer, you don’t respond by playing soccer. You respond by buying a Messi jersey or by buying tickets. There aren’t Walmsley jerseys and Western States is free if you’re crazy enough to drive to the Aid Stations.

The old sports marketing strategies aren’t enough for what we do.