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What happens when a top ultrarunner steps behind the curtain and starts managing athletes, budgets, and contracts—while still chasing Western States dreams? We sat down with Coree Woltring for an unfiltered deep dive into the modern trail ecosystem: how sponsorships really get done, why timing matters, what brands value beyond results, and how the sport can better support its athletes.

Coree traces his arc from triathlon hopeful to crewing Leadville, to a breakout North Face contract sparked by a well-timed magazine article. Then the script flips. He explains life on both sides of the table at Merrell—shaping a roster that spans Skyrunner World Series, Western States, and UTMB—while guiding athletes through contract season, social expectations, and the art of the ask. If you’re wondering how to pitch a brand, whether to hire an agent, or how to stand out without selling out, Coree’s playbook is refreshingly clear: start early, know your value, and communicate like a pro.

We also tackle the money question head-on. From Broken Arrow’s big prize purse to the financial squeeze on golden ticket chasers, Corey lays out why meaningful prize money and smarter collaboration between races and brands would elevate competition and sustainability. And when injury forced a midyear reset, photography and storytelling filled the gap—leading to paid work with Cirque Series and a new creative lane that complements, rather than replaces, racing.

There’s plenty of forward look, too: Western States is back on Coree’s calendar, with Moab 240 and Cape Town in the mix, plus a sharp take on trail running’s Olympic prospects through sub-ultra formats. It’s a conversation for athletes, fans, and industry folks who care about performance, credibility, and the future of the sport. If this resonated, subscribe, share with a friend, and leave a review—then tell us what you’d fix first: contracts, prize money, or social expectations?

Follow Coree on IG - @coreewoltering

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