BergBtches2.0
From trail community to women's outdoor platform. A strategic vision for scaling from Instagram roots into a movement with events, infrastructure, and brand partnerships.
Strong identity.
Real momentum.
Untapped infrastructure.
Berg Btches has the brand, the founder credibility, and a small but loyal Instagram audience. What's missing is the system that turns attention into community, community into events, and events into recurring participation and revenue.
- Distinct brand & founder credibility
A clear voice and aesthetic with real authority behind it.
- ~700 Instagram followers
Small but loyal audience that consistently engages with content.
- Shopify merch via Do Epic Shit ecosystem
Existing commerce rails — branded apparel already in market.
- Active race participation
Founders and members already show up at trail events.
- Early brand relationships via founders
Warm doors into Revive, Salomon and other outdoor brands.
- Owned events
BB-hosted hikes, 5Ks, clinics — not just showing up to other races.
- Structured community pathways
Clear on-ramps from beginner to ultra, road to trail.
- Beginner onboarding
Education, safety and confidence-building for new members.
- Digital member infrastructure
An owned website hub — not just a WhatsApp group.
- Scalable membership & data systems
Profiles, badges, opt-ins, segmentation for partner value.
- Consistent IG → community conversion
A reliable funnel from follower to member to event-goer.
More than a running group —
a women's outdoor platform.
Berg Btches becomes a women-led outdoor community spanning trail and road running, hiking, MTB, education, safety, events, and brand partnerships. Not an expansion — an evolution into a full-service outdoor platform.
Trail + Road Running
Our gravitational centre. Road builds the base, trail builds the identity. BB shows up at races, hosts socials, and turns every start line into a community moment.
The community
funnel.
Every touchpoint is intentional. Instagram sparks discovery. The website becomes the operating system. WhatsApp bridges the short-term gap — but owned infrastructure is the long-term goal, where ~90% of meaningful activity eventually lives.
The future platform —
built for members.
Six core features that turn Berg Btches from a social presence into a full community operating system.
Member Profiles
Personal outdoor identity — activity history, interests, goals, events, badges.
Events Calendar
Central hub for hikes, social 5Ks, clinics, partner activations, race takeovers.
Badges & Challenges
Gamified milestones celebrating participation, consistency, safety, and contribution.
Buddy Matching
Pair members by location, pace, activity, availability, confidence, and goals.
Leaderboards
Inclusive rankings — consistency, elevation, first-timers, support, race reps.
Tutorial Hub
Trail safety, navigation, gear, race prep, and women's outdoor confidence.
How we grow —
organically & intentionally.
Berg Btches grows when members have clear ways to join, participate, bring friends, represent the movement, and feel seen. Each engine below is a flywheel, not a campaign.
WhatsApp Community
Short-term communication hub for updates, runs, and member connection.
BB Captains
Regional & category leads for road, trail, hiking, MTB, beginners, safety, content.
Beginner Pathways
Clear on-ramps for women not yet ready for 40km+ trail culture.
Bring-a-Btch
Referral programme rewarding members for bringing friends in.
Race Rep Programme
Members in BB gear at races earn recognition, badges, features, partner rewards.
BB Outdoor Passport
Digital/physical stamp-card tracking events, trails, tutorials, milestones.
From race participant
to race host.
Berg Btches moves from showing up at existing races to owning the calendar. Every event becomes a content moment, a community touchpoint, a data signal, and a partnership opportunity.
- Social 5Ks
- Beginner hikes
- Road-to-trail sessions
- Trail 101 clinics
- Women's safety workshops
- Watch / navigation clinics
- Race takeovers
- Fundraiser runs
- Mountain biking socials
- Co-branded partner activations
- Sponsored race entries
- Brand demo days
Gamification that keeps members
coming back.
Reward participation, consistency, courage, learning, and community — not only finish times.
Member Profiles
Activity history, badges, interests, events, and personal outdoor identity.
Badges & Race Rep Rewards
Earned through events, gear representation, challenges, tutorials, contribution.
Strava Club & Leaderboards
Start manually via a BB Strava Club, evolve into integrated challenges later.
Challenges & Partner Badges
Brand-sponsored milestones — hydration, navigation, trail-ready, recovery.
Earn your way up the mountain.
Partner with
the movement.
Brands get access to an engaged, high-trust women's outdoor community through content, events, product trial, education, race representation, and authentic community moments.
Revive and Salomon represent potential early relationship leverage through founder/co-founder networks. Shown as inspiration and possible activation pathways — final partnerships subject to confirmation.
- 01Product seeding
- 02Sponsored events
- 03Sponsored badges
- 04Sponsored challenges
- 05Gear demo days
- 06Race takeover activations
- 07Tutorial sponsorship
- 08Beginner programme sponsorship
- 09Corporate wellness experiences
- 10Partner giveaways
The next 90 days.
Foundation
- Launch website hub
- Launch WhatsApp Community
- Create BB Strava Club
- Set up Evently templates
- Define content pillars
- Identify first BB Captains
- Build sponsor one-pager draft
Activation
- Host beginner hike
- Host social 5K
- Launch Trail 101
- Launch Race Rep programme
- Start Bring-a-Btch referral loop
- Begin partner outreach
- Collect early community data
Scale
- Run first co-branded event
- Publish recap content
- Review community metrics
- Pitch brand partners
- Launch first sponsored challenge
- Plan flagship BB activation
Berg Btches already has the identity.
The next step is building the infrastructure.