Why tourist destinations are chasing trail runners
Mountain resorts, tourist boards, economic spin-offs: how trail running became a real lever for territorial attractiveness, and what it costs the landscapes it crosses.
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What happens behind the trails: brands, communication, events, territories, photography, the environment, and the people who make this world what it is. Six angles, one thread: understanding what makes a community gather around a trail, and how far the outdoors can grow without losing what makes it worth caring about.
Territories
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Should the UTMB keep growing?
Three mayors, three countries, three readings of the same success around the UTMB's growth.
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You don't need to run an ultra to love running
A case for the Sunday outing, against the ultra-performance image that dominates social feeds.
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Job hunting is a lot like hunting for a race bib
Points, lotteries, personal storytelling: what the race for a UTMB bib reveals about today's hiring game.
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Organizing a race means doing marketing before doing sport
Positioning, audience, story: the three decisions that determine a race's success, made long before the starting gun.