Over the past decade, Nashville’s population has grown by a whopping 21 percent, and an influx of young, active adults has boosted the local trail-running community. “We have a really good trail-running scene here,” says Jason Thienel, owner of Cumberland Transit, a Nashville outdoor specialty store that’s embraced runners. During a stop in Nashville for the Switchback Roadshow, we asked Thienel and a few run specialty retailers to share tips on how dealers can effectively engage their local trail-running community. 

Host Group Runs Regularly

For Cumberland Transit, group runs play a key role in building relationships with local trail runners, says Thienel, adding that hosting them regularly is essential. Every Monday night, the store’s trail-running group—the Crazy Owls—gathers at Percy Warner Park. “It’s important to be consistent to build a following,” says Thienel, noting that when he launched the running group, he had no idea how many people would attend. “Now it’s become people’s regular Monday workout, and when the weather’s nice, we might get 20 to 30 people.”    

Appoint Leaders for Trail-Running Outreach

Designate a leader to oversee group gatherings, says Lee Wilson, owner of Nashville Running Company. “Trail running can be intimidating,” he says, explaining that a group leader with social skills—whether it’s a shop employee or local enthusiast—can make newcomers feel welcome and comfortable. A leader with knowledge of local trails can also steer beginner runners toward appropriate paths and pace groups to suit their abilities. With your store staff, appoint someone to communicate with local runners regularly through social media and email.  

Emphasize Leave No Trace Principles

“It’s really important to foster a group that employs trail ethics,” says Thienel, explaining that a group leader should teach proper trail etiquette and Leave No Trace principles. “I want our group to benefit the park,” he says, noting that good behavior reduces impact on trails. Also, when runners practice proper etiquette, other user groups and park officials view trail runners favorably.

Develop Partnerships 

Bell’s Reserve, a private recreation area near Nashville, contacted Cumberland Transit for ideas on promoting the Preserve. Cumberland Transit and Nashville Running Company partnered with HOKA to host a fun run and product demo at the site. While the Preserve got publicity, the retailers received kudos for introducing people to new trails. Plus, HOKA benefitted by promoting its new Speedgoat 6 shoe. Thanks to partnerships, it was a win for everyone involved.

Keep it Social

Thienel and Wilson agree that camaraderie is more important than competition during a trail-running gathering. “It’s a very social run for us,” says Thienel. “No one’s trying to get their PR.” After a run, groups head to a brewery or sports bar, says Wilson, noting, “Trail runners are typically a burgers and beer chill crowd that likes to hang out.”