These Women Know the Secret to Creating Millions of New Trail Runners – Runner’s World
These Women Know the Secret to Creating Millions of New Trail Runners Runner’s World
Runners everywhere tackle the trails to escape the chaos of everyday life. For these folks, it’s not just about logging the miles. It’s about freedom, exploration, and …
Runners everywhere tackle the trails to escape the chaos of everyday life. For these folks, it’s not just about logging the miles. It’s about freedom, exploration, and a return to nature. The trails aren’t mere physical spaces. They’re a state of mind.
As head of public relations and trail running strategy for Saucony, Sharon Barbano wants to see as many runners as possible join the movement.
“What I love about trail culture is that it’s a judgement-free zone. It’s really accepting and open,” Barbano tells Runner’s World.
Saucony
“It’s about the experience more than time and distance. It’s not so much about the outcome, but the journey.”
Barbano is uniquely suited to talk about both. Before joining Saucony, she ran in the first women’s Olympic marathon trials and once held the U.S. 50K trail record.
“I knew I had the experience, relationships, and authenticity to connect the dots between the trail-running community and our brand,” she says. The secret is in a little thing she likes to call “Dirt Power.”
Getting Their Hands (and Feet) Dirty
Barbano’s partner at Saucony is Katie Pyle, the brand’s head of trail running. Their pairing reflects a broader trend in the sport: Women are hitting the trails in greater numbers than ever before. According to Statista, trail running participation increased from 8.58 million runners in 2016 to approximately 9.15 million in 2017. A 2017 survey from the American Trail Running Association indicates that 42 percent of participants were female.
Saucony
Barbano, Pyle, and the 121-year-old brand hope to keep those runners coming back and increase participation numbers even more through a two-pronged strategy. First, leading with smart, trail-tested gear. Think ultra-grippy shoes like the Mad River TR and pocket-loaded shorts for snacks and supplies. Second, asserting their belief in “Dirt Power.” More ethos than marketing slogan, the phrase embodies the confidence, strength, and freedom that comes from running in nature.
“‘Dirt Power’ isn’t about how good you look or how fast you run, it’s about how strong you feel,” says Barbano. “I think that’s why we’re starting to see women taking the leap, heading out into the trails, and becoming who they are authentically.”
Lessons Learned in the Dirt
Pyle hopes to inspire others to embrace both the great outdoors and Saucony’s mission to “run for good.” She’s found so many metaphors for life on the trail, which help her overcome the daily hurdles we all experience.
“When the trail gets tough and steep, physically and mentally challenging, you have to keep pushing. When you fall—and you undoubtedly will—you pick yourself up and keep going,” Pyle says. “You learn from your missteps and you don’t make the same mistake twice. [Trail running] impacts what you do everywhere else in your life.”
Saucony
What’s Ahead Up the Trail?
While she’s happy to see the trail running community thriving, Barbano hopes that soon they will come together with other outdoor sports fiends to pursue a greater purpose than just sweaty endorphins. Environmental action, specifically the fight to preserve our public lands, is on the forefront of her mind for the immediate future.
“If you think about it, most ultras and trail races run through public land. As a trail running community, we need to join mountain bikers, the equestrian community, rock climbers, and other outdoor active groups to protect our green space. It’s our responsibility to do that.”
As for Saucony’s role in all of this? Well, the company’s number one priority is to grow the sport, with a secondary hope that their trail division really becomes the leader in the space.
“What’s most important to bring to the table is passion,” says Barbano. “We’re badass, we love getting dirty, and we’re ready to make a difference. That’s what matters.”
The Dirt Power Starter Pack
Barbano says the foundation of Dirt Power is education. How do you know where to go? How to stay safe? What gear you need? Soon enough, you’ll realize there are trails all around you. Here’s how Barbano and Pyle would answer the gear question. Consider it a free first lesson.
Emily Abbate is a freelance writer, certified fitness trainer, and host of the podcast Hurdle.