By Lotty Campbell Bird, Account Manager
Why Chamonix?
Aspire was born in the mountains. It was while climbing Mont Blanc that agency founder Layla first had the idea to create a PR agency for active lifestyle brands that would allow her to work from the mountains for part of the year. That was over 14 years ago and this summer, she finally turned that dream into reality by setting up an office in Chamonix to coincide with UTMB week.
This was undoubtedly an investment for the agency but the rewards have been huge. The team stayed in a beautiful chalet at the top of the town (we got used to the hills eventually!) with breathtaking views of the surrounding mountains. Team members took time out of their working week with the opportunity to stay for as long as they wished over the 7 days.
During our stay, we got to meet key members of the trail running community, experience the UTMB expo, watch the races, attend numerous events and network with sports and active lifestyle brands who were exhibiting. We also hosted a very special Moving Meet event and enjoyed a guided team mountain hike.
Diary highlights from Chamonix
Tuesday 27th
2pm: Aspire’s very own Community and Talent Manager Lory Louves set off in the hot afternoon sun to complete the ETC race. This 15km route contained 1200m of elevation gain across the Alps. An incredible achievement for Lory and a huge inspiration to the rest of the team. Next year you might be seeing a few more Aspire members on a UTMB start line!
6pm: Some of the team kick-started their UTMB experience with an event hosted by Patagonia with Chloë Lanthier, an accomplished endurance athlete and consultant in the field of biomechanics, performance physiology and sports injuries. We were lucky enough to be working with Chloë as our local guide and coach throughout the week so it was the perfect opportunity to meet her and support this event.
Wednesday 28th
9am: A milestone morning for Team Aspire as we hosted our very first overseas Moving Meet. In the madness of UTMB week, this was a chance to bring together like-minded individuals with a passion for movement, community, and creating a happier, healthier planet. Our meet kicked off with a group run through the beautiful streets of Chamonix, including a tour of the iconic Stade Olympique de Chamonix and nearby trails, led by Chloë Lanthier. After the run, we gathered for a panel discussion hosted by Danny Easton, on what community looks like in trail running where Chloë was joined by Zachary Ryan Friedley, a trail blade runner and On Athlete, Maïli Burnichon, a member of the Power UP run community and Lory Louves, Aspire’s Community and Talent Manager.
Watch the full Moving Meet discussion here.

2pm: We joined On for Karel Sabbe’s Trail Athlete Q&A and ‘Out there to the Barkley Marathon’ film screening.
6pm: We enjoyed a team dinner at the iconic Rose Du Pont restaurant in Chamonix which overlooks the rapidly flowing river, giving the impression you are on a boat. Great food and company and a chance for us to spend quality time together. We then all headed to the On party for some drinks and plenty more socialising and networking.
One of the most magical things about being in Chamonix during UTMB week is the constant buzz of activity and excitement, given that at any given moment a runner might appear, making their way through the centre of town towards the finish line. Those in the restaurants and bars lining the streets will put down their drinks and set down their cutlery to stand up and applaud loudly as they pass by. This act inspires an infectious energy that exists throughout UTM week.
Thursday 29th
8am: Another early start for the team (which some people were more happy about than others!) as we set off on our guided team hike. Due to the incredible location of our chalet, we only had to walk for a matter of minutes before we hit the breathtaking mountain trails. This hike was one of the highlights or our trip, offering us the perfect opportunity to connect with one another, soak up the mountain air, admire the stunning scenery, and reflect on the shared experiences of a week in Chamonix.
4pm: Another exciting element of UTMB is that the brands with a shop in Chamonix town or a pop-up within the UTMB event village host free events throughout the week. One of these events which three Aspire team members joined was the Merrell run which involved putting on a pair of their new trail shoes and heading out for a group 6K run in the hills followed by beer, cheese and charcuterie (only in France!)
Friday 30th August
7am: The mornings keep getting earlier for team members still in Chamonix as we took a trip on The Aiguille du Midi cable car, the tallest cable car in France. It takes about 20 minutes to reach the summit and you reach an altitude of 3,842m, the highest vertical ascent in the world!
5pm: The last team members standing had an exhilarating evening at the Scott VIP party to watch the start of the UTMB 2024 race and witness 2,300 runners set off. For context, the 2024 Ultra Trail du Mont Blanc race covers 176km (109.3 miles) and almost 10,000 meters (32,500 feet) of elevation gain. Starting in Chamonix the route takes place on technical trails around the Mont Blanc massif and goes through Italy and Switzerland before finishing back in Chamonix. The maximum allowed race time is 46 hours and 30 minutes. It was Frenchman Vincent Bouillard, an amateur runner from Annecy, who took the title this year in just 19 hours, 54 minutes. An incredible feat!

Aspire team highlights
Lotty – The Moving Meet coached run session with Chloë Lanthier and our work on the athletics track. I will never forget the incredible scenery surrounding me and the buzz of energy and activity from everyone using the track.
Lory – The Aspire Moving Meet in Chamonix was a dream come true moment for me. I also ran in the ETC race and crossed the finish line for the second time after another really tough race but I had some of my pals waiting for me. I then stood at the finish line screaming as my friends finished their 100 km race at 3am.
Layla – The Aspire team hike. It felt like the calm amongst the storm of UTMB fever in Chamonix town down below us. I loved the contrast in energy. Also enjoyed walking & talking with the team & having a grateful moment at the top before we descended.
Allan – The overall buzz from sharing the town of Chamonix with like-minded people and running every day surrounded by mountains. My highlight was going to the top of the Aiguille du Midi, (the highest cable car in France) with two Aspire team members – mind blowing!
Monica – Standing at the finish line seeing the incredible athletes approaching and being able to cheer them on and celebrate their achievements was really special. The most powerful part was seeing the pride of their family and friends. One athlete walked arm in arm with their elderly parent whilst others ran hand in hand with their kids to cross the line. Those moments brought a tear to my eye and a lump in my throat. Truly inspirational.
Becky – UTMB was a first for me and my highlight was watching all these incredible athletes push their limits and the stunning mountain views. Also very grateful for time with the team in Chamonix and the positive energy UTMB brought to me and them, which is still going strong!
To find out more about our trip to UTMB and Moving Meet, contact us at hello@aspirepr.co.uk.
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Photography: Phil Hill (@the_phbalance)