You have to go back to the start to see the future.

Joss Naylor was a legend long before the internet, before brands and content. From shepherd to the OG trail blazer.

If you haven’t heard of Joss Naylor, check out this beautiful film, created by Seth Whitfield and in partnership with The Guardian.

In 1971, Joss ran the fastest known time on Britain's National Three Peaks, a record that stands today (I’ve done it and struggle to make 24 hours!), aged 50, he ran all 214 Wainwrights in seven days; when he turned 60, he ran 60 Lakeland fell tops in 36 hours, and at 70, he ran 70 fells. 

In sport, there are trends and there are vectors. Running is most certainly the latter.

It may feel like it’s exploded over the last 12–24 months, but this has been building for years. The global subcultures and communities have played a huge part in that growth, from mass participation to park run, from trail running to crew culture.

I meet a lot of people who have found running recently and often they forget the work and the foundations that community leaders have put in to get the sport where it is today. Whilst I’m not one to look back, sometimes it helps you to zone back out. See the bigger picture. If that sounds good, have a read of the mystical book, the Zen of Running (Fred Rohe), visit the Lake District to run a fell, visit Chamonix when the UTMB is on or sign up to the Hackney Half. A full colourful spectrum of beautiful running experiences. Each uniquely different.

It feels like we’re coming full circle with the sport.

Running like Joss.

Remembering why we run.

Thinking less about the sport and more and the movement.

We’re not quite there but if you’re a brand with a running proposition, look to freedom. Look to escapism. It’s coming and it’s your vector for a long term connection with your audience.