Launch Spotlight: TrailCon Festival Attracts 3,000 Attendees to Olympic ValleyLaunch Spotlight: TrailCon Festival Attracts 3,000 Attendees to Olympic Valley
Positioned strategically between two iconic races, the debut trail running festival established Palisades Tahoe as a vibrant hub where industry leaders, athletes and 60+ brands converged to celebrate and shape the rapidly evolving community.
July 21, 2025
Against the breathtaking backdrop and scheduled between two iconic running events, TrailCon, a new festival that celebrates the trail running community, drew 3,000 attendees to its inaugural event June 24-25 at Palisades Tahoe, a ski resort located in Olympic Valley, Calif.
The two-day event, presented by the Swiss athletic shoe and performance sportswear company On, offered panels featuring running legends and industry titans, brand activations by more than 60 companies, trail demo events, and an awards program supported by Nike, the world's largest supplier and manufacturer of athletic shoes and apparel, according to data by Statista.
Backstory: TrailCon was founded by three trail-running and event industry leaders, including Dylan Bowman, a professional runner, CEO of Freetrail, and co-race director of Gorge Waterfalls and The Big Alta events; Brendan Madigan, owner of Alpenglow Sports and race director of the Broken Arrow Skyrace; and trade show industry veteran Douglas Emslie, majority owner of the Boston Run Show and Boston Outdoor Show, who is also an avid trail runner.
Vendor Village at TrailCon showcased 60+ brands. Photo: Scott Rokis
Professional ultra-marathon runner and inaugural TrailCon Hall of Fame Icon award honoree Kilian Jornet onstage at TrailCon's 2-day trail running festival. Photo: Scott Rokis
Context: By bridging two of the world’s most famous races, the Broken Arrow Skyrace and iconic Western States Endurance Run, TrailCon was launched to capture the energy of these premier races to create a transformative experience and a new 10-day Trail Running Capital of the World, Emslie said.
Who attended: Amateur and professional endurance running athletes, coaches, managers/agents, trail running brands, race directors, retailers, creatives, running clubs, and marketing professionals. The event was free to attend.
How it worked: TrailCon presented two days filled with more than 20 panels on timely topics featuring thought leaders and icons of the sport as speakers. A full list of panels can be found here. The event kicked off with the On Trail Demo Event, with more than 100 runners trying out On’s CloudUltra Pro while DJs broke out the early morning tunes on the tram up to the summit. The event also featured the inaugural TrailCon Hall of Fame Awards supported by Nike and the Freetrail Runner of the Year Awards. Winners received an iconic letter jacket from Nike | ACG.
Deeper dive: Vendor Village featured 60+ brands, including Nike | ACG, Birkenstock, Keen, Brooks Running, On, Leki, Lowa, Craft, and Fractel. A full list of sponsors can be found here and exhibitors can be found here.
During the State of the Trail Market panel, David Callahan and Rob Goyen of UltraSignUp were joined by strategic advisor Stephen Holmberg to discuss where the trail market currently stands and what the future holds. Photo: Scott Rokis
Winners of the inaugural TrailCon Hall of Fame Awards supported by Nike and the Freetrail Runner of the Year Awards received an iconic letter jacket from Nike | ACG. Photo: Scott Rokis
What they’re saying: “Trail running has grown dramatically in recent years and is clearly a sport in transition,” Emslie explained. “With that growth have come challenges—but until the launch of TrailCon, there hasn’t been a dedicated platform for the entire industry to come together, discuss issues, and chart a collective path forward. We saw a unique opportunity to create that space—a bridge between Broken Arrow, one of the largest trail races in North America, and Western States, the most iconic 100-miler. These 10 days in Palisades Tahoe have become the most important on the trail running calendar, and we’ve been genuinely overwhelmed by the community’s support to come together and support one another."
Big picture: "TrailCon had very lofty goals, built in partnership with feedback from 2024 participants and our Advisory Board,” Madigan said. “Our team is ecstatic that we were able to achieve our goals and are so excited for 2026. We've always felt that our sport was missing an event that allowed industry and the general public to congregate, co-mingle, share ideas, and learn from one another—really a must with how astronomically fast trail running is growing.”
What sponsors are saying: UltraSignUp Co-CEO David Callahan said, “Throughout the week, I had conversations with people brand new to trail running, and others who’ve been here for 30+ years. The overwhelming theme? Excitement. Not irrational excitement, but rather just a clear sense that something important is happening right now in our sport. We're not looking back on one of the golden ages of the sport...we're living it right now.”
Runners who took part in the On CloudUltra Demo run. Photo: Scott Rokis
TrailCon sessions were held in the Olympic Village Event Center, where attendees took part in two days of thought-provoking panels and content. Photo: Scott Rokis
Why it matters: "Trail Con brought an incredible midweek energy to our Village, turning what’s typically a quieter period into a vibrant hub of runners, outdoor brands, and trail enthusiasts,” said Palisades Tahoe COO Amy Ohran. “It was amazing to see our community come together to celebrate the sport and share in the passion for these mountains. Events like this truly showcase how Palisades Tahoe is a year-round destination."
Looking ahead: TrailCon 2026 will return to Palisades Tahoe for its second edition June 22-24.
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