Imagine your brand’s logo on a dig day banner. Shovels hitting dirt, a new trail taking shape, and later that evening, riders are sipping beers at your brewery, still dust-covered and grinning. One of them tags your business in a post that gets reshared across the local MTB scene. Another walks away with a branded pint glass. The next weekend, they bring two friends.

It’s easy to think of trail support as goodwill. But what if it’s more than that?

What if it’s one of the smartest local investments your brand can make?

Trail builders are the heartbeat of mountain biking. Without them, the rides we live for—the flowy descents, the technical switchbacks, the long backcountry epics—simply wouldn’t exist. But trails don’t build themselves. They take vision, sweat, and a deep connection to the land. And while much of the work is driven by volunteers and advocacy groups, some brands take it a step further, weaving trail building into their DNA.

That’s where Oregon Territory Outfitters comes in. Founded by Cedar Kyes, this Oregon-based brand isn’t just about guiding epic backcountry experiences—it’s about stewardship, sustainability, and giving back to the very trails that fuel adventure. Their ethos? Build it. Ride it. Protect it.

We’re excited to introduce you to Home Grown Mountain Biking Tours out of Tucson, Arizona, and share their story of involvement in trail building. In this interview, we hear from Tara Alcantara, the owner, lead guide, and head coach of Home Grown. Let’s jump into this …

One of the realities apparent in trail building is that it takes everyone for trails to happen. It's literally "all hands on deck." The "everyone" ranges from trail stewardship non-profits, policy and advocacy organizations, professional trail builders, and a multitude of volunteers, but what about for-profit companies like bike brands, component makers, coffee roasters, breweries, apparel companies, bike shops, and so many more? Without the backing and involvement of these brands, where would trail building be?

I'm excited to introduce a new series called "Brands that Build." In this series, we'll take a peek behind the curtain of a wide range of companies and hear about how and why they put money and time behind trail building, not only in their neck of the woods but, for some, globally as well. What better place to start than with a brand with quite a buzz ... Chris King.