Elite Trail Running athletes deserve every single dollar a brand will give them in a contract, but is it sustainable? Can the industry support sponsoring athletes? I don't think the current model is sustainable and this episode goes into depth on why. Caveat, I'm probably in the top 1% of elite trail running fans. I'm asking this question because I love this sport and want it to grow. But it doesn't help to simply cheer it on as-is. It needs a critical look. ---- Sponsors: VKTRY Insoles - I wear these every run, 20% off. PATH Projects - My favorite running shorts, Borderlands10 for 10% off. --- Borderlands Instagram YouTube Threads LinkedIn We've got an app in beta called Wylder by Borderlands. Check it out on iOS or Android.