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UTMB Is Having a Golden Moment. But It’s Delicate.

After a year that included a maelstrom of controversy, the world’s most prominent ultra-trail running event has righted its path

“It felt like a golden era of trail running.” 

That quote came from Keith Byrne, a senior manager at The North Face and a UTMB live stream commentator for nearly a decade, who was talking about last summer’s UTMB World Series Finals in Chamonix, France.

The UTMB races during the last week of August last summer were, I thought, the most alluring in the event’s 20-year history.

After years of being frustrated by the course, American Jim Walmsley finally put it all together for a victorious lap around Mont Blanc. In doing so he became the first U.S. man to win the race, setting a course record of 19:37:43. He and his wife, Jess, had moved from Arizona to live full-time in France to make it happen. And then there was Colorado’s Courtney Dauwalter, who won the race handily in 23:29:14 to notch her third victory and continue the strong legacy of American women on the course. The win felt extra historic because it made her the first person to win Western States, Hardrock, and UTMB in the same year—arguably the three most legendary and competitive 100-mile events in the world, and she dominated each one.

The events came off without a hitch and included record crowds in Chamonix, plus a record 52 million more tuning into the livestream.

Throughout the fall and winter, harmony and happiness seemed to give way to chaos and discontent. But a year later, as the UTMB Mont Blanc weeklong festival of trail running kicks off on August 26, everything seems back to normal in Chamonix. What happened along the way is a tale of drama, perhaps both necessary and unnecessary, all of it culminating in course corrections by the multinational race series.

In short, what a year it has been for UTMB.

And now, hordes of nervous and excited runners from all corners of the globe are descending on Chamonix for this year’s UTMB Mont-Blanc races. Registration for UTMB World Series events is reportedly up about 35 percent year over year with even greater growth in interest for OCC, CCC and UTMB race lottery applications. There is more media coverage, more pre-race hype, and more excitement than ever before. More running brands are using the UTMB Mont Blanc week to showcase their new running gear with media events, brand activations, and fun runs. Even The Speed Project—although entirely unrelated to UTMB—chose Chamonix as the starting point of its latest so-called underground point-to-point relay race to try to catch some of the considerable buzz UTMB is generating.

So what happened? Did the UTMB organization do its due diligence and make amends with several significant changes in the spring? Was the angst and stirring of emotions just not as widely felt as the fervent bouts of Instagram activism claimed it to be? Have the participants and fans of the ultra-trail running world suffered amnesia or become ambivalent? Or is it all a sign of the race—and the entire sport of trail running—going through growing pains as it adjusts to the massive global participation surge, increased professionalism, and heightened sponsorship opportunities?

On the eve of another 106-mile lap around the Mont Blanc massif, I wanted to take a look at what happened and the current  state of UTMB’s global race series that culminates here in Chamonix this week.

We caught a glimpse of what was to come shortly before UTMB last year, when the race organization announced the European car company Dacia as its new title sponsor. A fossil-fuel powered conglomerate didn’t sit well with some fans of the event, coming amid an era of widespread climate doom (even though the brand would be highlighting its new Spring EV at the UTMB race expo.) The Green Runners, an environmental running community co-founded by British trail running stars Damian Hall and Jasmin Paris, called it an act of “sportswashing” and released a petition calling on UTMB to denounce the partnership. (Hall even traveled all the way to Chamonix to deliver the petition in person.)

These grumblings of discontent and others that followed exploded into a social media firestorm shortly after UTMB. In October, it became public that UTMB had moved to launch a race in British Columbia, Canada, just as a similar event in the same location was struggling with permitting. A he-said, she-said back-and–forth left onlookers with whiplash. Then on December 1, UTMB livestream commentator Corrine Malcolm announced on Instagram that she had been fired and in late January, a leaked email from elite runners Kilian Jornet and Zach Miller to fellow athletes called for a boycott of the race series. All of it, jet fuel for social media algorithms.

“We’re at a turning point in trail running, but we can keep the core values if the community stands up,” the Pro Trail Runners Association secretary, Albert Jorquera, told me at the time.

In the midst of these dramas, I interviewed race founders Catherine and Michel Poletti over lunch at a Chamonix cafe. For nearly a decade now, I have met with the couple for candid conversations that helped frame online articles and magazine stories, and most recently for the book, The Race that Changed Running: The Inside Story of UTMB.

I plunged headlong into two articles with hopes of explaining it all. There was so much heat swirling around the UTMB stories, and so little light.

“The very thing that made ultrarunning so bonding was being torn apart by the community itself through social media,” said Topher Gaylord. A former elite runner who tied for second in the inaugural UTMB in 2003, Gaylord engineered UTMB’s first title sponsorship with The North Face and has been a close supporter of the Polletis for 20 years. “Some players are using social media to divide the community. That’s super disappointing.”

To me, it felt like the aggressive online activists were winning the day. Trail running suddenly seemed polarized, infected with the intertwined social media viruses of false indignation and close-mindedness. Twice, I deep-sixed my article drafts. Friends and editors convinced me they wouldn’t be read dispassionately. Who wants to be handed a fire extinguisher, when your goal is to torch the house?

Well, what a difference eight months can make. We now have some perspective and, with it, some answers.

Since its earliest days, UTMB’s volunteer founding committee believed in the values of the sport. The very first brochure produced for the race—a mere sheet of paper—featured a paragraph on values. In later years that statement became much more comprehensive, expanding to cover a wide range of topics and the race’s mission to support and protect them.

But maintaining those values in an organization that has gone from a singular race with a literal garden-shed office to a 43 global event series with a staff of more than 70 full-time employees is tricky at best. In an interview once, Michel Poletti paused, asking if I had seen a photo of a mutual friend that was making the rounds. He was climbing one of Chamonix’s famed needle-sharp aiguilles, one foot on each side of a razor sharp ridge—a perilous balancing act, big air on each side. It was his metaphor for trying to move ever up, while balancing business growth and heartfelt values.

Over the course of dozens of hours of interviews with the Polettis, I came to learn one thing: UTMB always moves forward up the ridge.  In the process, UTMB corrects its course. It starts with a careful analysis after each edition, evaluating pain points in areas such as logistics, security, media, traffic, and others, discussing how they can be addressed.  Historically, those course corrections haven’t been at the pace others might want—especially since the social unrest that developed during the Covid pandemic—but the organization has a reliable pattern of steadily addressing concerns.

And so, not too many weeks after that lunch meeting, UTMB set to work. First came a heartfelt effort they kept under the radar—traveling around the U.S. to listen and learn. They spent two weeks in the U.S. in February, visiting with American athletes, race directors, journalists, consultants, and their Ironman partners. “We need to learn from our mistakes and from this crisis,” Michel said.

Methodically over the ensuing months, UTMB rolled out a series of changes. Some were aimed at directly addressing the controversies, others were overdue for what is, by any metric, the world’s premier ultra-trail running event.

“My hope is that the trail running community understands that we are human,” Catherine had told me over the winter.

Four months ago, at the end of April, the race organization announced that Hoka would become the new title sponsor of UTMB Mont-Blanc and the entire UTMB World Series through 2028. It was a huge move because Hoka, one of the biggest running brands in the world, essentially doubled-down on its support of UTMB and trail running in general. The five-year deal brought benefits other than cash, too. Hoka has a strong history of inclusivity and growing representation among marginalized communities, an area UTMB  has announced it intends to focus more on beginning this year. The deal also moved Dacia out of the title sponsor limelight, instead bringing a brand with a strong reputation in trail running to the fore.

Dacia was shifted to the role of a premier partner in Europe, and now plays an integral part in a new eco-focused mobility plan UTMB updated in July. Fifty of their cars can be signed out for use by over 70 staff and 2,500 volunteers, encouraging them to arrive in Chamonix using public transportation instead. The move is estimated to eliminate 200 vehicles driving into the valley. (The organization’s new mobility plan will transport an estimated 15,000 runners and supporters, eliminating the need for approximately 6,000 cars during the UTMB Mont-Blanc week. On average, a bus will run every 15 minutes between Chamonix and Courmayeur, Italy, and Chamonix and Orsières, Switzerland.)

In May, UTMB announced a new anti-doping policy it had developed with input from PTRA. The organization committed to spending at least $110,000 per year, money that will be allocated to test all podium finishers and a randomized selection of the 687 elite athletes in attendance. The new policies will be implemented by the International Testing Association, an independent nonprofit that has also conducted two free informational webinars for the 1,400 UTMB Mont Blanc elite runners.

Not long after the announcement, Catherine Poletti suggested this was just a start. Speaking at TrailCon, a new conference held in Olympic Valley, California, on June 26, she said, “It’s a first big step for us. And we’ll continue to develop this policy.” (The most important anti-doping protocol may still be beyond UTMB, however. “The elephant in the room is that we need a coordinated approach to establish out-of-competition testing,” Tim Tollefson, an elite U.S. runner and director of the Mammoth TrailFest in California, who spearheaded independent testing at his event in 2023. “Individually, we’re just lighting our money on fire.”)

In mid-June, UTMB addressed a longtime issue with top runners—prize money. A chunk of the funding from the ratcheted-up Hoka sponsorship was directed to supporting the bigger prizes for the OCC, CCC and UTMB races in Chamonix—about $300,000 this year, nearly double of 2023—as well as more prize money for the three UTMB World Series Majors. (The sequence was intentional. The organization wanted a new doping policy in place before increasing prize purses, since large cash awards are often thought to lead to a growth in doping.)

It’s a move that was long overdue—the most celebrated marquee event in any sport should reward its top athletes more than any other event—but not possible without Hoka’s increased involvement. The proposal was shared with PTRA in advance of the announcement, and the group provided feedback that was incorporated into the final divvying up of the purse.  The total amount spent on prize money across all UTMB races is now more than $370,000.

“We increased the prizes quite dramatically,” said UTMB Group CEO Frédéric Lenart. “It’s very important for us to support athletes in their living.”

Finally, just last week, UTMB announced a new department within the company called “Sport and Sustainability.” The group is headed by longtime UTMB staffer Fabrice Perrin. He was a driving force behind the creation of UTMB’s live coverage back in 2012. Heading up relations with the pro athletes will be longtime elite trail runner Julien Chorier.  Nicolas LeGrange, UTMB’s Director of Operations, will be in charge of sustainability and DEI, Diversity, Equity Inclusion.

On the DEI front, UTMB is calling its strategy “leave no one behind,” and they promise new initiatives coming this fall so that, according to Perrin, “every athlete feels a sense of belonging within our community,” he says. “I am committed to ensuring that we perfect symbiosis with the entire community of trail running.”

UTMB has already begun to embrace adaptive athletes, something it was criticized for lacking as recently as last year. This year’s UTMB Mont Blanc races will feature a team of 12 adaptive athletes who will be participating in the MCC, OCC and UTMB races. Under the direction of adaptive athlete and team manager Boris Ghirardi, who lost his left foot and part of his left leg after a motorcycle accident in 2019, the race organization recruited the athletes from around the world to showcase how adaptability and resilience are key elements of the UTMB values.

“I proposed this program to make a concrete action around adaptive athletes and the inclusion policy, and to prove that it was possible,” he said this weekend. “If you really get everyone working on this,  you can change the game.”

And with that, UTMB Mont-Blanc 2024 is underway, resuming the golden era status that Byrne raved about last August. Starting this past weekend, banners have been unfurled over Place du Triangle de l’Amitié in the heart of Chamonix, kicking off the carefully choreographed trail running Super Bowl that is UTMB. The excitement begins on August 26 and culminates as the race for UTMB individual crowns reach a tipping point on August 31. (The golden hour of the final finishers on September 1 will be something to behold, too.)

“It’s like wrapping the Tour de France, Burning Man, and the biggest industry trade show into one giant, week-long festival,” Gaylord says. “It’s an amazing week for our sport, one of the biggest showcases we have.”

The aura of Chamonix and the opportunity to run a race there is drawing as much or more interest than ever before. It is perhaps the essence of what will keep the UTMB World Series afloat into the distant future. Runners will continue to chase Running Stones at qualifying events around the world, knowing the carrot of running one of the races around the Mont Blanc massif is second to none.

Trail running is booming on a global scale, and it’s not just UTMB shouldering the burden or reaping the benefits. The Golden Trail World Series, Spartan Trail Running, Xterra Trail Running—and even the World Trail Majors, Western States 100, and dozens of other more prominent trail races—are all trying to get a bigger piece of the pie, either by way of money or relevance.

UTMB Mont Blanc, as trail running’s most important race, is at the very beating heart of it all. And trail running is a soul sport, so when change and growth happen, it can feel threatening to all of us whose lives have been changed for the better by time spent with dirt underfoot and blue sky above. UTMB is big enough now that it’s urgently important that it make changes judiciously and preemptively.

As the world’s most significant trail race, the consequences of UTMB’s choices will ripple throughout the ecosystem. UTMB understands this.  “Do we owe something to trail running? Yes, of course we do,” Michel Poletti once told me.  That’s truer than ever now.

At TrailCon in June, Catherine Poletti summed up UTMB’s challenge. “Trail running is changing around the world. We’ve seen that evolution over 20 years. We need to adapt, to find a good balance, to accept different models and ways of organizing.”

Back in August 2021, I wrote an article here called, “UTMB, Don’t Break Our Hearts.” It came the summer after the organization announced its investment from the Ironman Group. Change– big change– was everywhere. Could the race around Mont Blanc maintain its soul and passion amid talk of multinational sports marketing, we all wondered? Michel Poletti closed the interview by saying, “Nous prenons un rendez-vous dans trois ans.” Simply translated: “We’ll schedule an interview in three years.”

Three years is now, and both UTMB and trail running’s landscape have changed dramatically, if not literally then certainly figuratively. We’ve seen UTMB adjust its rudder this past year, responding to concerns. Perhaps not at the pace any individual or specific group would like, and not to the extent some would wish. But it’s happening, and for that we should all breathe a cautious sigh of relief. Because if you love trail running, you have to care about what happens at the world’s biggest trail race.

As I write this in Chamonix very early on the morning of August 26, overcast skies are parting and blue skies are in the offing. The forecast for the week ahead is for bright sun with a few clouds. It’s a workable enough metaphor for trail running’s future. But one thing has to happen for it to come true. The race that changed running needs to continue to listen to its stakeholders around the world, and engage with them as it grows and develops in the days ahead. If that happens, Byrne’s vision of the golden age of our sport just might linger on. I can hope.

(08/31/2024) Views: 340 ⚡AMP
by Outside Online