Layla – 48 hours. Countless conversations. Endless inspiration.
Day 1
Travelling with Aspire friends Alex Sawbridge and Phil Hill set the tone for the trip, a chance to share plans before hitting the buzzing streets of Chamonix. An impromptu run alongside one of Phil’s shoots with Eshan Kali led to an unplanned speedy 8k descent (my legs remembered it for days), but it was the perfect way to get focused and kick off the UTMB experience.
The atmosphere in town was electric. Over dinner, we mapped out our own ambitions for the trip, all while soaking up the inspiring UTMB energy.
Day 2
We began with a brilliant technical mountain running session led by Chloe Lanthier and hosted by Patagonia. Her coaching made complex techniques accessible, and the group size allowed for great interaction. Breakfast back at Patagonia HQ came with more insights, plus a chance to hear about Chloe’s new book Get Inspired Be An Athlete.
From there, it was all about connections. Meeting the Suunto HQ team alongside Lory at their busy stand, sharing ideas with industry colleagues around town, and attending Sabrina Pace-Humphreys x HOKA’s community event. That gathering was particularly memorable – full of joy, openness, and important conversations.
The day wrapped with pizza (thanks to Lory’s expert tip), much needed after another round of inspiring but leg-testing activity.
Day 3
We quickly found our favourite spots in Chamonix, starting with a cosy café breakfast and catching up again with Chloe. Then came a full morning exploring the event village – reviewing brand activations, connecting with teams, and absorbing everything this growing trail running space is putting out there.
What stood out most was the mix: positivity, creativity, and inspiration, but also plenty of noise. It reminded me why Aspire cares so much about people, meaning and storytelling. Among all the product launches and brand activations, it was the human stories – the finish-line emotions, the resilience of runners, the joy of community, that left the deepest impression.
Every time I watched a runner crossed that line, I felt myself well up. It was a powerful reminder of why we do what we do at Aspire: celebrating the power of movement and helping brands tell stories that matter.
Lory – Third race. Personal best. Bigger questions.
My third time at UTMB, third time on the ETC course – this time with a PB. One of my highlights from the week.
Always good to see and meet people from the industry, watch global connections falling in love with fondue, and cheer on friends performing across all the races during the week.
This year felt very heavy. Heavy rain, heavy brand presence. The ever-growing UTMB monster seems to reach a new level each year, edging towards what could be deemed unsustainable, unsafe and unnecessary. As much as it’s great experiencing all of these exhilarating moments for trail running, it inevitably raises questions around influencer participation when brands could instead support communities and youth growth in the sport. Trends often follow from a brand point of view rather than offering a singular, standout experience that goes against the grain, not to mention the environmental impact such gatherings may have long-term on the region and its people.
As an agency, it’s our job to make sure our brands come into the space aware of the challenges and dynamics, and to help them create meaningful moments accordingly.
Aspire Takeaways from UTMB 2025
Stories cut through the noise → Among all the product launches and activations, it’s the ‘human stories’ that create the most impact.
Community matters → From supportive grassroots events to major brand activations, the strongest moments came from authentic connections.
Movement inspires emotion → Whether it’s running 8k down a mountain or watching finishers on the Chamonix strip, UTMB reinforced why Aspire exists: to celebrate and share the power of movement.
Balance is critical → The scale of UTMB continues to grow, but bigger isn’t always better.
Authenticity cuts through → People respond to real stories and genuine passion. Even in a crowded, high-profile environment, moments rooted in authenticity stand out and endure.
Agency guidance is key → As brands enter spaces like UTMB, they rely on us to navigate complexity to create meaningful impact.
Movement transcends performance → Beyond personal bests or race results, the emotional resonance of movement is what truly connects people and drives engagement.
Want to learn more about Aspire’s work and services? Please get in touch at hello@aspirepr.co.uk to find out more.
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