Trailheads

Trailheads Editor Joe Jackson and TRE and Switchback Event Director Christina Henderson had the opportunity to meet up at the Outdoor Media Summit in Durango, Colorado last month and talk about the deep connections TRE is building in the outdoor industry. One big question came from these conversations: “What unique value does the upcoming Switchback at TRE show in San Antonio offer outdoor retailers specifically?” The following is an interview Trailheads conducted with Henderson to try and answer that question.

Trailheads: For outdoor retailers who might be on the fence, what’s the case for attending Switchback at The Running Event this December instead of waiting for the standalone Switchback Spring event in June?

Henderson: Switchback at TRE offers a really unique opportunity. You can meet with your key outdoor brands and also discover new ones in the run category, which continues to grow in importance for outdoor stores. It’s the best of both worlds: you’re connecting with the outdoor industry while also learning from the running industry, which has really dialed in specialty retail. Plus, this is a time when outdoor retail is going through a lot of change. We need spaces to come together, share ideas, and lean on each other.

Trailheads: You mentioned that outdoor retailers can benefit from interactions with the run specialty side. What are some of those opportunities for “cross-pollination?”

Henderson: Education day at TRE is a big one. It’s centered around retailers, so the conversations are really focused. You’re in a room with other store owners, managers, buyers, etc.: everyone is asking questions, swapping ideas and learning from one another. Between sessions, there are networking breaks that are just as valuable. Maybe you hear about a new approach to local marketing, staff training, or product storytelling from another retailer, and you start thinking about how it could work in your community or business. And the programming itself goes beyond product categories. Yes, we have sessions addressing sustainability and public lands, but we also have business- and consumer-focused sessions like “Unlocking Consumer Insights for Run Specialty Retail: How to Remain Authentic and Competitive in Today’s Market” and “Built to Perform, Styled to Inspire: How Design and Storytelling Shape the Culture of Running.” Those apply directly to outdoor stores and run specialty retailers alike.

Trailheads: For the first time, the event is taking place in San Antonio. What makes that setting work so well for TRE and Switchback?

Henderson: San Antonio hits that sweet spot. It’s large enough to host TRE and Switchback but small enough to keep everyone connected. Everything’s walkable—the hotels, convention center, and the River Walk—so the sense of community builds naturally. You’ll run into people everywhere you go. And the city has really invested in outdoor access and an active lifestyle, which aligns perfectly with what we’re doing.

Trailheads: Connection is one of Switchback’s core pillars. What does that mean in practice for an outdoor retailer?

Henderson: It sounds simple, but being in the room matters. The running industry thrives on peer-to-peer connection. If a run store hits a challenge, they’ve got a half-dozen people they can call for advice. We want to have Switchback at TRE be a place where outdoor stores can help build a similar type of peer-to-peer connection if they don’t already have that. At Switchback at TRE, you can make meaningful connections every minute of the show, whether it’s on the showfloor, in the education sessions, or at the evening activities. Those relationships are what help small retailers stay resilient and creative.

Trailheads: Another core pillar of Switchback is celebration. What exactly is Switchback celebrating?

Henderson: The industry itself. There’s no other place where outdoor and run retailers, brands, and organizations all come together to celebrate what they do. On the running side, TRE has become the annual celebration of that community. We’re still building that spirit for the outdoor side, but it’s coming. You’ll feel it at the opening-night party, at the runs and walks, at the awards dinner. It’s woven through the whole experience.

Trailheads: Switchback recently announced a strengthened partnership with Outdoor Industry Association (OIA). How will that impact retailers attending this year’s event?

Henderson: This partnership means that when you invest in Switchback, you’re investing in the outdoor industry itself. OIA brings deep expertise and insight into the issues retailers face, everything from sustainability and public land advocacy to consumer trends. That partnership allows us to design stronger education sessions and make sure the event truly reflects the current needs of the outdoor industry—not just what’s worked for running.

Trailheads: Finally, what do you hope an outdoor retailer walks away with from Switchback at TRE?

Henderson: A notebook full of ideas, a few new relationships, and a renewed sense of energy. Maybe it’s a new product line or a marketing idea that drives sales next quarter, or maybe it’s just realizing you’re not in this alone. Either way, they’ll leave with tools and inspiration to strengthen their business—and that’s what Switchback at TRE is all about.

Registration is still open for Switchback at TRE, which will take place December 2-4, 2025. Click here to check out the exhibitor list and here for more information about the education program. Don’t miss your chance to connect with outdoor industry peers at Switchback Hour on Wednesday, December 3rd from 4:30 PM – 5:30 PM in the Training Camp Theater.