All Trails – now with 45m users globally – rebrands and revamps community platform

All Trails launched its app in 2011 and now supports 45m users in every continent and country in the world

The company has expanded the app’s community platform and created a new brand identity evoking the tone of an adventurous friend

App now supports 45m users – 2020 was a breakout year with record numbers walking outside due to Covid

AllTrails is led by CEO Ron Schneidermann and was founded by Russell Cook, the current CEO of Fit On

All Trails, an app that connects people with hiking and running trails all over the world, has expanded its community platform and unveiled a new brand identity.

The app, which launched in 2011, now has over 400,000 curated trails and supports 45m users who have logged 700m miles of trails in every continent and country in the world.

The new identity and brand voice evokes the tone of an adventurous friend and this works with the expanded community feature – which encourages members to engage in-feed and to share adventures – to help users discover and explore new trails and outdoor spaces.

Suggested trails are curated according to the user’s location and network and fellow trail lovers can be found within the app or by syncing contacts, through posting activities, leaving reviews and adding photos. Some of the main advantages for users include being able to see the trail before taking it and trying out new trails that have already been vetted by trusted connections.

“The time has come to re-introduce ourselves with a new brand identity that reflects the impact we’re having across our global community – a refreshed visual identity, an updated messaging system, and a new brand for our premium offering,” said Ron Schneidermann, CEO of All Trails. “This work is a reflection of our push forward in redefining the outdoors, removing hurdles in the path to get outside, and helping everyone find a sense of belonging in this space.”

All Trails has been led by CEO Ron Schneidermann since 2019 – he joined as CMO and COO in 2015 – after stints at Yelp and Liftopia. The company was founded by Russell Cook who is CEO of Fit On, a free fitness app developed by his wife Lindsay Cook. In 2021, AllTrails raised US$150m from the growth fund of private equity firm Permira to develop the business further, following a period of breakout growth in 2020 driven by the pandemic.

COVID-19 changed people’s health and fitness habits and in 2020 outdoor activity surged with people walking and exploring open space more than ever. It was the year that US national parks had a record number of visitors and during the first lockdown in the UK Sport England reported walking and cycling to be the most popular forms of outdoor activity – an increase of 59 per cent walking for exercise in week one compared to 63 per cent in week six.

All Trails is free to join, but a Pro Account costs US$29.99 (or £29.99) a year and allows users to download maps for offline navigation, receive off-route notifications and access real-time map details.