Scott McCoubrey talks about the growth of ultrarunning, the first sponsored US trail running team, and shares stories about legends you’ve likely read about in books.
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Scott McCoubrey
Building An Ultra Running Community
After a tour of the Aravaipa Running warehouse and office space Scott McCoubrey and Jamil Coury settled down for this week’s Trail Talk. The story begins with McCoubrey recounting his love for skiing growing up. As fate would have it, one winter after high school, there was a drought. On the off days McCoubrey and his friend, Dave Terry, began hiking up the mountains they previously skied. As the years went by McCoubrey began trail running more than skiing. Before long he was around the age of 28 and running the White River 50 Mile; which turned into his qualifier for the Western States 100.
Trail running integrated into all aspects of McCoubrey’s life. He started representing a brand called, “One Sport.” McCoubrey devised an idea to create a team of runners in the North West (Dave Terry, Jim Irby, Rob Lang) that would wear the company’s shoes. It was partially born out of necessity due to lower marketing budgets and the community aspect of this sport. Word of mouth marketing between the team members and other runners was priceless. As elite runners they had knowledge, experience and clout that gravitated runners towards them. This was the beginning of sponsorships in the ultra community.
“It was really a way to deal with no budget. If I could create a community and get people excited about the people they were spending time with then they would get excited about the brand.”
“One Sport” rebranded to “Montrail” and had McCoubrey expand his efforts nation wide. His North West team experiment now was adapted throughout the country. During this time (1995/96) ultra running was regional; it was not the national/ international community it is today. McCoubrey would have to wait for the next edition of Ultra Running Magazine to come in the mail to know who was winning races. Then he would dial directory assistance to get in touch with the runners. McCoubrey also talked with Race Directors to offer shoes or have team members attend their race.
Montrail
The tipping point started to come to fruition when Patagonia and Ultimate Direction partnered with Montrail. With these three brands together they were able to offer packages to the runners. Then in 1998 larger companies caught the bug. Trail running was growing and ACG (Nike= All Condition Gear), Bass and The North Face began sponsoring runners. This snowballed further when the USA Track & Field started having Ultra Running Events as National Championships. It was the first time all of the elites where being brought together in one arena, instead of split into regions across the country. The National Championship helped to build a stronger nation wide community.
Seattle Running Company
McCoubrey left Montrail and opened, “Seattle Running Company.” His strong friendships bloomed as a number of elite runners joined him in the Pacific North West. Some that were sponsored by Montrail: Karl Meltzer, Courtney Campbell, and David Horton. Still others from his “One Sport” days: Adam Chase, Tim Twietmeyer, Scott Jurek, Brandon Sybrousky, Luanne Park, Mo Bartley, Susie Lister and Ben Hian. And, a bonus runner out of Colorado, Kirk Apt. The ultra running family up in Seattle was beginning to grow.
On the second day the store was open Scott McCoubrey and Scott Jurek (who was helping McCoubrey with the store) had a young, tan and spunky girl walk through the door. She immediately asked for “John” so she could start her summer job. However the store had changed hands, nevertheless the ‘Scotts’ hired her on the spot. It took some time but they eventually got her on the trails, you know her as Krissy Moehl. Among some of the first runners who worked at the store were: Brandon Sybrousky, Hale Koerner and Willy Emerson. The second generation was: Phil Kochik, Brian Morrison, and Adam Lint. One of the interesting aspects of these different runners that worked at the store is that they stayed for a few years at a time. It wasn’t just a seasonal summer job. It was a family of runners who enjoyed the trails and worked in a store that promoted something they loved.
After 11 years of operating Seattle Running Company, McCoubrey sold it and moved to Idaho where he now works for Scott Sports. Previously, Scott Sports was a 75% bike and skiing equipment company. Now the majority of the company’s focus is towards trail running shoes. McCoubrey is still organizing the sponsored team, discovering new ultra runner talent. As he put it, he is returning to the grass roots. Finding those new up and comers who have not necessarily won larger races yet. He enjoys discovering runners with potential.
What are some great stories you have from traveling around to the different races with your sponsored athletes?
Angela’s Crest 100 and the Tarahumara
One year at the AC100 Scott Jurek and Ben Hian accompanied Scott McCoubrey, as sponsored athletes, to the race. As part of the pre-race festivities they helped at the shoe booth. When the Tarahumara arrived they greeted Ben by running up to him exclaiming, “Hollywood!” McCoubrey helped some for the Tarahumara try on some shoes. Once they put them on they just stood up, looked at each other and laughed. McCoubrey chuckled to himself, “There was going to be no shoe sponsorship for those guys.”
During the race McCoubrey had fun utilizing Hian’s small “Hulk Hogan” doll, which was attached to his luggage for good luck. McCoubrey repositioned it in precarious posits while crewing the race. Whether it was hanging by a noose from a trail sign or upside down stuffed in the dirt a mile down the trail. Meanwhile, there was a French journalist at the race doing a story on the Tarahumara. When McCoubrey read the article later he discovered that the journalist interpreted the “Hulk Hogan” doll as a type of vu-doo from the Tarahumara. However this was not true. It was only Scott McCoubrey having a little fun.
“Well, guess I don’t have to worry about popping it now.”
Blister Story
Scott McCoubrey and Dave Terry (one of McCoubrey’s best friends) ran White Mountain together and then Western States. After the latter race, Dave had a huge blood blister. They stopped at a gas station after leaving the finish line. As the scene unfolded there were some members of the group yelling to have Scott’s wife back up the car, she finally did and lightly ran over Dave’s foot. There was a perfect ark of blood the squirted out. Dave and Scott both watched the stream. Then Dave looked up at Scott and said, “Well, guess I don’t have to worry about popping it now.”
Are you still running ultras?
Scott McCoubrey replied that he runs ultras occasionally but that he probably shouldn’t due to his lateral discectomy surgery. He continues to enjoy skiing and gets out to do a few 50K races. Going longer than that can cause complications.
What has ultra running become?
The sport is rapidly growing but it still maintains that tight niche community feel. While the audience and family of runners reaches all over the globe there is an intangible closeness. McCoubrey noticed a new occurrence in the evolution of ultra running: “Destination Running.” It is a phenomenon that is turning running into this destination driven experience. Runners want to run farther to explore more than they did before. Also it is broadening the horizons of where runners will travel around the globe to discover their next amazing run. Thus, one of the biggest changes is the international travel component of this new trend. It is considered a vacation get away with some solitude on an awe-inspiring mountain trail.
Fast Facts About Scott McCoubrey:
- Founder of Seattle Running Company
- Race Director: (1) White River 50 Mile (2) Crystal Mountain Sky Marathon
- Manager for the Shoes division – Scott Sports in US