In this episode of the One More K Podcast, hosts Markus and Ned sit down with Sabrina de Nadai, a trailblazing figure in Asia’s trail running scene and the director of UTMB Asia. Sabrina shares her unique journey from a corporate career at L’Oréal to becoming a key player in the region’s trail running community. Starting with the humble origins of the TransLantau race in Hong Kong, she describes how her passion for trail running led her to co-found Asia Sport Connection, growing TransLantau into one of Asia’s premier trail events. Her story offers a fascinating look into the entrepreneurial spirit and determination it takes to transform a passion project into a widely recognized brand.

As the conversation unfolds, Sabrina delves into UTMB’s expansion into the Asian market and how the acquisition of TransLantau paved the way for further growth. She talks about the evolving trail running culture in China, the importance of staying connected to local communities, and the crucial role safety plays in organizing these challenging events. Sabrina also reflects on the differences in trail running enthusiasm pre- and post-COVID, highlighting how the pandemic reshaped the landscape of long-distance races across the region. Her insights provide a unique glimpse into the complexities of merging a grassroots movement with a globally recognized brand.

The episode closes with an exciting discussion on the future of trail running in Asia. Sabrina and the hosts explore the possibility of a UTMB final being held in Asia, the rise of elite Chinese trail runners, and the growing influence of tourism on the sport. From navigating partnerships with Ironman to working with local governments, Sabrina offers an inspiring vision of what’s next for the trail running community. Whether you're an avid runner or simply curious about the sport, this episode is packed with insights and passion that will keep you hooked from start to finish.

(00:00) Welcome back and introduction of Sabrina de Nadai

(01:53) Transition from L'Oréal to trail running and event organizing

(08:33) Growth of TransLantau and the rise of trail running in Asia

(10:37) Community evolution in Hong Kong and the effects of COVID-19

(14:56) How the UTMB acquisition of TransLantau came about

(19:34) Timeline of the UTMB and Ironman partnership

(23:17) Division of responsibilities between UTMB Asia and Ironman

(24:43) Profitability challenges for race directors in Asia

(26:41) Commercial realities in trail running: Ironman’s approach

(28:11) China’s potential as a key market for trail running

(29:52) Building a brand in China & getting feedback

(32:28) Expansion plans for Greater China

(33:19) Insights into the Chinese government plans for mass events

(38:00) Safety measures improved in China

(41:25) Potential of Asian runners is growing

(46:50) Ned’s Drop

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