'Watching this content makes you want to cross the finish line': how 'trail influencers' are attracting a new generation of runners

In August 2026, Clément Deffrenne, known online as Clemquicourt, stood before a packed audience at the Grand Rex cinema in Paris, celebrating the release of his documentary Baekdu Daegan: Le cycle du bonheur. The film, which chronicles his extreme running challenge across the southern part of South Korea’s Baekdu Mountain range, drew over 2,700 attendees for its premiere. With more than 700,000 followers on Instagram and over 800,000 views on YouTube, Deffrenne has become one of the leading figures in the growing world of “trail influencers,” using social media to inspire a new generation of runners. The rise of these trail influencers began around three years ago, as the popularity of trail running surged globally. These creators have carved out a unique space on social platforms, blending athletic endurance with content creation. Their videos, live streams on Twitch, and documentaries have captured the attention of audiences eager to explore the challenges and beauty of off-road running. Unlike traditional athletes who often focus solely on competition, trail influencers offer a more immersive experience, showcasing the physical and mental trials of long-distance running through visually compelling storytelling. Deffrenne’s journey started with a personal challenge, running 700 kilometers and climbing 6,000 meters of elevation gain across the rugged terrain of the Baekdu Mountains. His team of friends followed him throughout the expedition, capturing footage that would later form the basis of his documentary. This blend of adventure and digital storytelling has resonated deeply with viewers, many of whom are drawn to the raw authenticity of the content. The film was released in over 120 cinemas, reflecting the widespread appeal of his work. Trail influencers like Deffrenne are reshaping how people engage with outdoor sports. They provide not just entertainment but also motivation, offering insights into training regimens, gear reviews, and route recommendations. Their presence on platforms such as Instagram and YouTube has made trail running more accessible to younger demographics, who are increasingly seeking authentic experiences rather than polished corporate sponsorships. The content they produce often emphasizes community, resilience, and the connection between nature and human endurance. The influence of these creators extends beyond mere inspiration. Many have partnered with brands to promote specialized equipment, while others have organized their own races and events, drawing participants from around the world. Some have even transitioned into coaching roles, helping aspiring runners prepare for similar challenges. This shift highlights a broader trend in the fitness industry, where individual narratives and personal achievements are gaining prominence over institutionalized athletics. Despite their growing influence, trail influencers face challenges related to sustainability and safety. The physical demands of their activities can lead to injuries, and the environmental impact of large-scale expeditions has raised concerns among conservationists. Some critics argue that the commercialization of trail running could detract from its core values, turning a sport rooted in self-discovery into a spectacle driven by likes and shares. However, many influencers remain committed to responsible practices, advocating for Leave No Trace principles and promoting eco-friendly gear. As the trail running community continues to expand, so too does the role of these digital pioneers. Their ability to merge athleticism with storytelling has created a powerful platform for engagement, attracting both seasoned runners and newcomers alike. Whether through documentaries, live streams, or social media posts, trail influencers are shaping the future of outdoor sports, proving that the journey itself, and the stories behind it, are just as valuable as the destination.