The Problem With Professional Trail and Ultra Running

About this episode

This episode explores the complexities of trail running's growth and the disconnect between participation and fandom.

Trail running is growing fast, but is it actually scaling? If you’ve ever felt like the sport looks bigger than it is, or struggled to follow it as a fan, this episode breaks down why. This is for runners and industry insiders trying to understand what’s really happening beneath the surface of trail running’s growth. Josh unpacks the difference between participation and fandom, why brand investment is propping up the pro layer, and what’s missing for the sport to become something people actually follow. Western States and UTMB become the proving ground for a bigger question that could define the future of trail running…

People in this episode

Host: Josh Rosenthal

Topics covered

• trail running growth
• fandom in sports
• disconnect between fans and athletes
• running culture evolution
• future of trail running

Keywords

• trail running
• ultra running
• sports fandom
• running culture
• Western States
• UTMB
• athlete-fan relationship

Mentioned in this episode

Organizations: Western States, UTMB, Kiprun

Places: Salt Lake Foothills

More episodes of Borderlands Trail and Ultra Running

• The Trail Running Sea of Sameness | Nike ACG, Nostalgia, and the Cost of Optimization · June 12, 2026 · 28 min
• Why Western States is America's Most Important Race | More than a Run · June 9, 2026 · 24 min
• Why Trail Running Hides Competition · June 4, 2026 · 18 min
• What Happens When Running Becomes Your Job? | Jacob Puzey · May 25, 2026 · 20 min
• The Race That Makes Trail Running Real · May 21, 2026 · 19 min
• What SATISFY Reveals About Trail Running · May 18, 2026 · 10 min