Brian Metzler is an award-winning sports journalist, writer, and photographer from Boulder, Colorado, who has produced storytelling content for publications like Outside, Trail Runner, Runner’s World, Competitor, and Sports Illustrated, as well as several books, including “Kicksology: The Hype, Science, Culture and Cool of Running Shoes”  and “Trail Running Illustrated”. We discuss the value of endurance sports journalism, how sports marketing is changing, creating trail running fans, and the evolution of UTMB. Timestamps:(1:06) - the content preferences of trail running fans(12:39) - marketing trail running to a broader audience(29:19) - “trail running is the future” for some shoe companies(37:11) - concerns about the growth of the sport(44:32) - shakeups in the trail running event landscape(56:00) - it is better for a few athletes to dominate or have more mystery in the results(62:16) - doping in trail and ultra running(82:08) - if and when we’ll see a media outlet dedicated to pro trail running(88:54) - the value of trail running journalismDiscounts:Rabbit - use code Singletrack20 at checkout on their website (https://www.runinrabbit.com/discount/SINGLETRACK20) to get 20% off your next orderHVMN - use code Singletrack20 at checkout on their website (https://hvmn.com/SINGLETRACK20) to get 20% off your next orderTrails and Tarmac - get $120 off your first 3 months of coaching (https://trailsandtarmac.com/get-in-touch/)Links:Brian's website, Instagram, and StravaFollow Finn on Strava, Instagram, and TwitterSupport the show