How are you feeling today?
We’re back with another edition of Redefine the Game, and this one’s packed with insights for brand builders, trail runners, and anyone thinking about what makes a real community thrive.
🎥 We just dropped our second episode of the podcast, featuring Josh Rosenthal, founder of Borderlands and WYLDER. If you're into storytelling, community-building, and shaking up old models, you need to check this one out.
Let’s dive in. ⬇️
Beyond ultras and the elite: why trail running needs a new story
Trail running is about more than just running. It’s about the stories we tell, the people we meet, and the experiences we share. But here’s the thing: the way trail running is represented often feels one-dimensional.
A highlight reel of fast people, big mountains, and dramatic music. Cool, but not the full picture.
Josh wants to change that. Through Borderlands, he’s rethinking how we tell stories in trail running: less polished, more real. Less about individual achievements, more about the community, culture, and shared experiences that make the sport special.
Enter WYLDER, his new app designed to help trail runners find their people, build running communities, and create meaningful connections.
But here’s the kicker: this conversation isn’t just about trail running.
It’s about rethinking how we build communities in any space. Whether you’re a brand, a founder, or a storyteller, this one’s packed with takeaways on authentic engagement, niche communities, and storytelling with real impact.
🎥 Watch the full episode here.
The power of niche communities & decentralized platforms
Social media is evolving. The days of relying on massive, noisy platforms to build a community are fading. Instead, we’re seeing a rise in small, highly engaged digital communities:
Places where people connect over real passions.
Trail running is a prime example.
Runners are moving away from generalized social networks and into specialized spaces where they can engage more meaningfully.
Strava laid the groundwork, but WYLDER is pushing it further, offering tools that give local running groups and clubs more control, deeper engagement, and actual utility.
For brands and community builders, the lesson is clear:
Don’t just chase scale, build depth. The future belongs to decentralized, passion-driven communities where people feel a genuine sense of belonging.
Design for engagement, not just attention
Want to build a real, engaged community?
Stop thinking about how many people you reach and start thinking about how deeply you connect.
Here’s a simple but powerful strategy: create repeatable moments that make people feel at home.
Think of it like a local running club.
People don’t come just for the run; they come for the ritual, the camaraderie, the belonging. Brands like Patagonia do this through shared values and activism.
Running crews do it by creating weekly meetups that become non-negotiable habits.
YouTube creators do it by showing up consistently and making their audience feel part of the journey.
So: what’s your version of that? What’s the simple, repeatable experience that keeps people coming back?
That’s a wrap!
This episode isn’t just for trail runners.
Whether you're crafting a digital community, launching a product, or leading a movement, the insights from Josh are gold.
See you next week. Until then, keep redefining the game.
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