Beyond the Hashtag: How Brands Can Meaningfully Support Trail Builders
Sometimes, mountain bike brands love to drop a hashtag or snap a photo of smiling trail builders in branded gear, but that doesn’t always translate to meaningful support for the people who actually shape the terrain.
Trail work is photogenic: shovels in hand, dirt flying, a perfectly sculpted berm catching golden light. But the real work happens long before and long after the camera shows up. It’s in the permit applications, the community meetings, the late-night emails with land managers, and the third time re-cutting a drainage that just won’t hold.
Too often, brand support begins and ends with visibility. A quick post. A small donation. A thank-you shoutout buried in a newsletter. It looks good from the outside, but does little to move the needle for the builders doing the heavy lifting. Over time, this pattern creates a gap between what is promoted and what is actually provided.
It’s time to think differently.
What would it look like if brand support wasn’t performative, but practical? If it was rooted in relationships rather than transactions? If it prioritized impact over impressions?
Because the truth is, trail builders don’t need another hashtag. They need partners.
Why Performative Support Falls Flat
Brands may post about trail work days, donate gear, or sponsor a fun ride, but when support is one-off or shallow, it becomes performative. It offers the appearance of involvement without lasting impact.
Trail organizations, many of which rely on volunteers and limited resources, need more than short bursts of support. Inconsistent engagement often leads to burnout, uneven maintenance, and stalled progress. Trail building is not a marketing opportunity. It is the foundation of the entire sport. If a brand wants to be part of the story, it needs to show up in the dirt, not just on social media.
The Cost of Lip Service
When brand involvement is inconsistent, communities are often the ones left carrying the weight. Especially in rural or underserved areas, trail organizations struggle to plan, maintain, and grow without dependable backing. Credibility also takes a hit. Riders notice when brand messaging outweighs real contributions, and empty sponsorships quickly lose their meaning.
More importantly, trail culture misses out. Inclusive programs, youth initiatives, adaptive rides, and equity-focused efforts are often underfunded or pushed aside in favor of more marketable opportunities.
When brands fail to support the full ecosystem of trail building, the gaps are felt across the entire community.
What True Brand Support Looks Like
Meaningful support starts with consistency. Brands that invest in trail building over time provide organizations with the stability they need to move beyond temporary fixes and into long-term planning. This kind of investment helps trail groups focus on sustainable growth rather than scrambling for resources.
Support also means aligning business practices with trail stewardship.
This could include offering products that contribute directly to trail work, launching collaborations that give back to local organizations, or simply showing up with tools, food, or funding. Brands that make trail building part of their core values, not just a marketing angle, earn the trust of the communities they hope to serve.
Another important piece is employee involvement. When companies encourage their staff to volunteer, serve on nonprofit boards, or participate in dig days, they demonstrate a deeper level of commitment. This kind of engagement carries more weight than a polished ad campaign because it reflects shared values lived out in the real world.
And finally, brands must pay attention to the stories they tell. Rather than focusing only on elite athletes or polished visuals, the most trusted brands highlight the voices of trail volunteers, land managers, youth riders, and those who are often left out of the spotlight. These stories add depth, honesty, and credibility, and they remind us who makes the sport possible.
A Playbook for Brands That Want to Do Better
Brands that are serious about supporting trail builders can start by forming long-term partnerships with local trail organizations or IMBA chapters. Multi-year commitments, rather than one-time donations, allow projects to plan for the future and build with intention. Funding trail crew stipends, covering tool or equipment costs, or helping with permitting fees are all practical ways to contribute.
Providing discounted or donated gear to nonprofit trail groups or equity-focused riding programs is another high-impact strategy. Lowering access barriers, whether that means gloves, tools, bikes, or materials, can expand participation and support efforts that have historically been overlooked.
Brands can also bring people together by hosting or supporting community dig days. Supplying meals, offering incentives, or simply showing up creates shared experiences that strengthen relationships between riders, builders, and the broader trail community.
Finally, use your platform to elevate those doing the work. Tell stories that reflect the diversity and dedication of trail builders and organizers. These stories go beyond marketing. They help shift the spotlight where it belongs.
In Closing: This Is Not a Campaign. It’s a Commitment.
Trail building takes time. It involves the volunteer stacking rocks after work, the nonprofit board advocating for land access, the kid learning to ride a berm for the first time. These are the quiet parts of mountain biking that rarely make it into a press release.
But when brands support this foundation in real, practical ways, through consistent funding, honest storytelling, and active engagement, they do more than market the sport. They help sustain it.
Trail builders are showing up. Brands, let’s meet them there.
Editor’s note: Inevitably, someone reading this is thinking, “Hey, I wonder who Sean is trying to call out?” The truth is, I’ve interacted with a lot of brands regarding trail building. Many are passionate about supporting local trail building efforts and are committed for the long term. We even have an ongoing series called “Brands That Build” to showcase them. These are companies I’ve initiated contact with to tell their story. Now, is it good marketing to be involved in trail building? For sure! There is a power behind letting people know what your brand stands for, and I’m all about that. As usual, these kinds of articles are meant to further conversation. It’s not clickbait for clicks. Lastly, these photos are merely representative to help with this conversation.
Sean Benesh
Sean is the Founder and Editor-in-Chief of Trail Builder Mag. He is also the Communications Director for the Northwest Trail Alliance in Portland, Oregon. Sean also spends time in the classroom as a digital media instructor at Warner Pacific University.
Email: sean@trailbuildermag.com
Instagram: @seanbenesh
