UTMB Eyes UK Market Growth Amid Thriving Trail Running Boom
The Ultra-Trail du Mont-Blanc (UTMB) is accelerating its expansion into the UK market, capitalizing on the country’s booming trail running scene. With two established UK events already attracting thousands of runners and generating significant economic benefits, UTMB is exploring adding a third race while enhancing broadcast reach and community engagement. This strategic move comes amid a global surge in trail running popularity and growing demand for UTMB World Series races.
UK Trail Running: A Growing Market for UTMB
Established UK Events and Expansion Plans
UTMB currently hosts two major trail running events in the UK: the Ultra-Trail Snowdonia (UTS) and the Arc of Attrition by UTMB. The Ultra-Trail Snowdonia has seen participation triple since 2022, drawing nearly 3,000 runners in 2025 and contributing over £1 million annually to the local economy in North Wales. These events showcase the vibrant trail running community in the UK and the economic potential of such races.
Hayden Arrowsmith, UK race director, confirmed that UTMB is actively considering a third UK event. Potential locations include iconic trail running destinations such as the Lake District, Peak District, Scotland, and Ireland. The focus remains on maintaining high-quality race experiences while expanding the UTMB footprint across the region.
Trail Running Popularity and Participation Metrics
The UK trail running community is robust and growing. Approximately 85,000 UK runners hold a valid UTMB Index, a points-based system required to enter UTMB World Series races. This reflects a large base of competitive trail runners engaged in the sport.
There are around 440 UK races awarding UTMB Index points, illustrating widespread participation opportunities. The UK trail running shoes market alone generated about USD 156.7 million in 2018, with projections to reach USD 252 million by 2025, growing at a compound annual growth rate (CAGR) of 7%. This growth underscores the increasing popularity of trail running as both a sport and lifestyle activity.
UTMB World Series: Global Growth and Broadcast Expansion
Expanding Race Calendar and Global Reach
The 2025 UTMB World Series calendar features over 50 events across 28 countries and five continents, including 11 new races introduced this year. The UK’s Arc of Attrition, held in January 2025, is among the newest additions, reinforcing the UK’s strategic importance within the global series.
The UTMB World Series Finals in Chamonix remain the pinnacle event, attracting over 10,000 runners from 121 nations in 2025. Demand for entry is intense, with 25,000 applications for just 5,000 available spots across the three main races (UTMB, CCC, OCC), highlighting the series’ global appeal and competitive nature.
Enhanced Broadcast and Digital Engagement
UTMB has renewed and expanded broadcast partnerships with major international platforms such as DAZN (global), l’Equipe (France), Outside (North America), and iQiy (China). For 2025, twelve events will be broadcast live, featuring multilingual commentary and innovative production techniques including drones and runner-mounted cameras.
Antoine Aubour, UTMB’s marketing and media director, emphasized the importance of securing domestic broadcast partners in key markets, including the UK. UTMB aims to have at least one local live broadcast partner per country to boost visibility and fan engagement. The UK, with its growing trail running base and two established UTMB events, is a priority market for these efforts.
Strategic Positioning and Industry Context
UTMB’s Evolution and Partnership with Ironman
Originally a single race around Mont Blanc, UTMB has transformed into a global brand and series. Since 2021, UTMB has partnered with Ironman, leveraging the latter’s expertise to expand worldwide while maintaining UTMB’s core values of respect for runners, nature, and local communities.
This partnership has facilitated the creation of a global ultra series with standardized quality and increased commercial reach. UTMB’s cautious approach to growth includes maintaining entry quotas to protect natural environments and ensure a high-quality experience for participants.
Economic and Social Benefits
Trail running events like UTMB’s UK races generate substantial economic impact for host regions. The Ultra-Trail Snowdonia’s £1 million annual contribution to North Wales exemplifies how these events support local businesses and tourism.
Beyond economics, trail running promotes physical and mental health, attracting a diverse and engaged community. The sport’s rise aligns with broader outdoor activity trends, supported by increasing awareness of its benefits.
Looking Ahead: UTMB’s UK Market Prospects
UTMB’s intent to add a third UK event signals confidence in the country’s trail running market and community. With tens of thousands of UK runners engaged in UTMB-indexed races and a growing appetite for participation, the UK stands as a key growth area.
The organization’s focus on broadcast expansion and digital innovation aims to deepen fan connection and attract new participants. As UTMB continues to balance growth with sustainability, its UK strategy reflects the broader global trend of trail running’s rising popularity and commercial potential.
Summary:
UTMB is poised for significant growth in the UK, leveraging two successful events and exploring a third race amid a booming trail running market. With expanding global reach, enhanced broadcasts, and a strong community base, UTMB is cementing the UK’s role in its international World Series.
