All right, you guys. It's going to be a long run up episode of me and Josh Rosenthal.

You probably don't know who he is. He's this guy that created a web app, a podcast, puts on races, has a virtual race has some swag and stories and he's out trying to do things in the trail ultra space from the everyday runner standpoint kind of reminds me of me.

What happened is I heard an interview of him interviewing someone else I believe and I said,

who is this guy?

And I checked out, board his website, Borderlands.

I'll put a link to it in the show notes.

And he's got a manifesto on it.

And I read this manifesto.

You know what?

I'm just gonna do, I'm just gonna read to you really quick.

Here's the manifesto on his website. Manifesto, the trail running

industry is only running in one direction. Trail running is the best sport,

community, solitude, equalizer, exercise in the world. The trail running industry markets like

Nike find the best trail runner, plaster them in your brand, and watch it lead to

sales. They market to us like we're watching baseball. Trail running is one of the only

sports in the world where the super majority of the consumers of the professional version of the

sport also participate in the sport.

If you like to watch Courtney or Killian, you also tow the line at big races, most likely.

When you use their Solomon, normal shoes, you want a pair so you can perform like they do or at least better than you currently perform

but when you watch messy play soccer you don't respond by playing soccer you respond by buying a jersey or buying tickets. There aren't

enough, there aren't any Wamsley jerseys and Western states is free if you're

crazy enough to drive to the aid stations. The old sports marketing

...