For this trip on the Ultra Lado Podcast, we take a ride with JT Service, founder of Soul Focus (SF), for a mindblowing conversation about how and why to better market trail running in Brazil. We discuss the evolution of SF and its integration with soul/lifestyle sports, trail, running, and major brands, exploring the contrasting landscapes of trail running marketing in the US and Europe, learning about working with athletes and influencers and gaining valuable insights into architecting unforgettable local running experiences.

JT also shares what Brazil can learn from the industry's evolution, highlighting key aspects to avoid and where the focus should be for the younger South American scene. It's a captivating discussion with a trailblazing marketing cowboy who is shaping the future of the sport.

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