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What characterizes trail runners and what special needs do they have?
Gerhard Gstettner: Trail runners are active, nature-loving people with a strong affinity for the outdoors - and they are very different from classic road runners. While road runners often focus on time or performance, trail runners are primarily interested in the experience of nature.
According to a reader survey conducted by the German trail running magazine, only 10% of respondents regularly train indoors. Even in winter, the majority remain active outdoors - only around a third switch to indoor activities. This means that this target group is outdoors all year round, regardless of the weather, which suits alpine destinations such as Tyrol particularly well.
Important needs of this target group are
- Runnable routes with good flow
- Varied routes that are technically challenging but not too demanding
- Panoramic spots where you can consciously linger
- And a growing interest in sport-appropriate nutrition - especially on longer tours or camps
In short: trail runners are looking for an intensive experience of nature - not rushing through, but being consciously on the move. This mindset must also be reflected in product development.
How can destinations put together successful products for this target group and which stakeholder groups are needed?
Gerhard Gstettner: The basis is always a clean route concept. This means: no random selection from existing hiking trails, but a targeted combination - adapted to the desired target group, with well thought-out altitude meters, easy-to-walk passages and real "wow moments" along the way.
A key success factor is the involvement of local stakeholders: tourism managers, hiking guides, sports-loving hosts or clubs. If they are involved right from the start, they not only provide valuable input for route planning, but also an authentic identification with the topic. They positively promote the product to the public - and become important ambassadors for guests.
In addition, it is often necessary to work with experts who have both tourism and sports know-how. After all, trail running is not a classic sport - it is a lifestyle. And this needs to be understood and made tangible.
What best practices are there in the Alpine region?
Gerhard Gstettner : One particularly formative example is certainly the Pitztal, which I helped to develop into a trail running destination over more than ten years. The key to success here was not only a good route concept or marketing - but above all having an ear very close to the scene. The best ideas came from conversations with the athletes themselves: on the trail, at the finish line of an event or over dinner before the next training session. Talking to top athletes was also essential - they want to be heard and bring valuable ideas for routes, infrastructure or training opportunities. Equally important is the dialog with sporting goods manufacturers, who help shape the scene and bring specific requirements to destinations.
Another successful example is Seefeld, where I not only designed the summer routes, but also my own winter trail running routes. Seefeld now offers trail running 365 days a year - that is almost unique in the Alpine region. Warth-Schröcken also deserves special mention: Well thought-out trail running routes have been created there in close cooperation with the locals, supplemented by camps, a training camp for the German national team and targeted event optimization.
At an operational level, several hotels have clearly positioned themselves on the topic - first and foremost:
- The Hotel Vier Jahreszeiten in Pitztal
- The Langtaufererhof in South Tyrol
- The Hotel Sepp in Maria Alm
These establishments live trail running authentically - with know-how, offers for sporty guests and the right feel for community building.
What are the challenges in implementation?
Gerhard Gstettner: A common mistake is to see trail running as a trend and simply "repurpose" a few existing hiking trails. But the target group very quickly realizes whether a trail is really made for running - or just an alibi activity. Internal communication is also often a challenge: in some regions there are reservations - whether from farmers, the hiking faction or simply due to ignorance. What is needed here are convinced local people who positively promote and support the topic.
And last but not least: trail running is not a "one shot" product. It needs time, care and further development. Visibility doesn't happen overnight - it has to grow through community, events, digital presence and local experiences. But if you are prepared to go down this path, you will benefit from an active, loyal and appreciative target group that not only consumes trail running, but lives it - and passes on its enthusiasm.