Building with Purpose: Lessons for the Long Run w/ Erik Stanley of Trail Roots

Summary

In this episode, Erik Stanley shares the journey of founding Trail Roots, a unique Austin-based trail running and coaching business that blends community, adventure, and athletic development. After working in a running store for years and competing post-collegiately, Erik found himself at a crossroads—either pursue teaching or take the leap into entrepreneurship. Despite relational tensions with his former employer, he chose to start his own coaching company in 2014, beginning with small private coaching sessions and group runs that explored Austin’s many trails. His vision centered on creating a safe, welcoming environment for runners, differentiating himself by offering guided trail experiences in a city where most running clubs stayed on the roads.

Launching with no outside funding, Erik wore every hat in the business—from marketing to event organization—while gradually shifting from purely personal training to scalable group programs. Along the way, he learned to define his mission and vision, a process shaped by business coaching, feedback from clients, and hard lessons in leadership. These guiding principles not only kept him focused during challenging moments but also helped foster a culture of trust, camaraderie, and care among his team and members. He emphasizes the importance of fit when hiring, having moved from informal volunteer arrangements to a structured coaching school with clear expectations and codes of conduct.

Over time, Trail Roots expanded beyond coaching into hosting trail races, now a major revenue driver. Erik has grown the race portfolio strategically—buying and scaling events like the Big Bend Ultra—and has partnered with his brother for operational and strategic input. From navigating competition with free running clubs to managing growth without diluting the brand, Erik’s story is full of insights on building a community-driven business that aligns passion with purpose. He underscores the need for clear goals, adaptability, and a mission that fuels both the founder and the people they serve.

Takeaways

1. Decide from inspiration, not fear. Don’t let the fear of losing relationships or stability keep you from pursuing your vision.
2. Differentiate through unique offerings. In Trail Roots’ case, guided trail runs set them apart in a road-running-heavy market.
3. Start lean. Erik launched with no outside funding, keeping costs low and focusing on delivering value.
4. Define your mission and vision early. These become the compass for every decision as you grow.
5. Hire for culture fit, not just skills. Slow hiring and clear role definitions prevent costly misalignments.
6. Document expectations. Job descriptions, codes of conduct, and onboarding processes protect both the business and the team.
7. Diversify revenue streams. Expanding into trail races transformed Trail Roots’ financial model.
8. Prioritize customer care. Simple touches like welcome shirts and personal introductions build lasting loyalty.
9. Learn from failure. Scary moments—like lost runners on a trip—can drive essential policy changes.
10. Partnerships can work with clear communication. Regular check-ins and honest dialogue have made working with his brother a success.
11. Stay adaptable. Be willing to evolve your mission, offerings, and goals as you and your market change.

Chapters

• [00:10] Early Career and the Leap to Entrepreneurship
  • Erik describes his post-college years working in a running store and the decision point that led him to start Trail Roots in 2014.
• [02:31] Leaving Relationships Behind
  • How he navigated the emotional difficulty of losing ties with former colleagues when starting a competing business.
• [04:00] Trail Roots’ Unique Concept
  • The business launched as private coaching and small group trail runs to explore Austin’s extensive but often unmapped trail system.
• [05:52] Starting Solo and Wearing Every Hat
  • Launching without co-founders, relying on his brother’s web skills, and the slow evolution toward a defined mission.
• [07:47] Business Coaching and Defining Vision
  • The turning point that came from taking feedback seriously and working with coaches to formalize mission, vision, and values.
• [09:44] Freedom and Challenge of Self-Employment
  • Erik reflects on the upsides of flexibility and the challenge of “never turning it off.”
• [11:34] Starting Lean and Building Membership
  • No funding taken—just insurance, gear, and shirts—plus word-of-mouth and race visibility to attract members.
• [15:49] Differentiating with Trails
  • Why other run clubs avoided trails and how Trail Roots leveraged guided trail runs as a signature experience.
• [19:55] Pivotal Growth Moments
  • Streamlining offerings, expanding into trail races, and strategically acquiring events to grow revenue.
• [26:41] Protecting Mission and Values
  • Using mission, vision, and codes of conduct to maintain alignment as the team grew.
• [32:10] Advice on Hiring and Role Definition
  • The importance of clarity, expectations, and cultural fit when bringing on paid staff.
• [37:27] A Failure That Stuck
  • A near-miss with lost runners on a trip and how it changed safety protocols forever.
• [41:14] Partnering with His Brother
  • How a small equity partnership improved decision-making and offered fresh business perspective.
• [46:01] What He’d Do Differently
  • Starting with a defined mission and vision to avoid years of aimless busyness.
• [50:57] Tools That Shaped His Business
  • Simon Sinek’s Start With Why and Dave Ramsey’s insights on running a values-driven operation.