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AllTrails: The Unspoken Monopoly of Outdoor Tech
How a 385-person company built a $70M empire on 500,000+ trails—and why investors are watching
While Silicon Valley chases AI hype, AllTrails quietly built a 10M+ monthly visit empire by digitizing humanity's oldest pastime: walking. With 500,000 trails and $70M in revenue, they've become the de facto operating system for the outdoors.
"They don't sell trails—they sell certainty. Every click reduces the anxiety of 'where to go next.'"
The Trust Paradox
Here's the contradiction that defines AllTrails: 10M monthly users, but a 1.6/5 Trustpilot rating from 189 reviews. This isn't a bug—it's a feature of their model. They've become indispensable despite friction because the alternative (Google Maps + random blogs) is worse. Users complain about subscription costs and UI issues, but they keep coming back because the network effect is unbeatable: everyone else is already there.
The SEO Moat
With 7.2M backlinks and 63% organic traffic, AllTrails has achieved something rare: they own the search intent for 'hiking' itself. When someone searches 'alltrails' (164K monthly searches), 'all trails' (82K), or even misspelled variations, they capture every variation. This isn't just branding—it's category ownership. Their moat isn't the trails; it's the search results page.
The company's tech stack reveals their priorities: Progressive Web App (PWA) for cross-platform reach, Lazy Loading for performance, and Amplitude for product analytics. They're not building fancy AI features—they're optimizing for discovery and retention. The 55.9% 'undefined' traffic share suggests strong direct/organic traffic in key markets (likely US, Canada, UK), while the fragmented remaining traffic shows global reach without localization dependency.
- Network effects are their real product: 500K trails with reviews creates an insurmountable data moat
- Subscription model converts free users to $35.99/year—high margin, recurring revenue
- Community-driven content reduces curation costs while increasing authenticity
- The 'undefined' traffic (55.9%) likely represents US dominance where the brand is synonymous with hiking
The Outdoor OS Playbook
AllTrails proves that boring infrastructure wins: build the discovery layer, own the search intent, and let network effects do the rest. Their 1.6-star rating isn't a failure—it's proof of scale. When you're the default, complaints become a cost of doing business.
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Open Graph Image
https://cdn-assets.alltrails.com/assets/images/homepage/og-meta-images/AllTrails-logo-horizontal-2025.jpg
Meta Tags
AllTrails: Trail Guides & Maps for Hiking, Camping, and Running | AllTrails
Explore the outdoors with AllTrails, the best app for hiking, biking, and running. Discover curated guides, trail maps, photos, and reviews for over 500,000 trails worldwide.
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Reviews (20)
Just love this app
Just love this app. The filters, routes and reviews are brilliant. Love being the notifications of you’re off the route and the recap of elevation and mileage.
Nice App
Recently signed up to the app and have tried a few of the local hiking trails. The trails were well designed and the directions and information was clear. Really enjoyed the Chess Valley hike.
Used to like AllTrails
Always liked AllTrails, even pay the subscription for the downloads and route creation. I am disappointed with your 'create route' feature removal! New features typically drive new package levels, not removing them from lower levels and popping them on the new one to charge extra. 'Peak' price point is more 'Peak season' than it is 'Mountain Peak'! OS is cheaper, think I will stick with them. With this and the fact that downloads still requires you to open with with a bit of signal at times (even googlemaps doesnt do that) Think id rather pay OS instead! Cheaper and more reliable
Just find something better, that works...
I was an AllTrails user for many years—until they doubled the subscription price without offering anything new. Between AllTrails and Gaia GPS, I would have been paying around $160 a year to keep both—but once GaiaGPS raised their price too, I dropped them as well. Haven’t looked back. Toward the end of my time with AllTrails, the app was failing on almost every hike or backpacking trip. I’m on the trail two to three times a month, and I was seeing about a 90% failure rate with major tracking gaps. I contacted support multiple times—they were polite and acted like they cared, but nothing ever improved. I couldn’t rely on the app, so I had to run a backup tracker, which just drained more battery. Now I create my own GPX routes for free using GPX.Sutdio (no dot com) and load them into Organic Maps (just don’t forget to hit “Record Track”). It’s a little less intuitive than AllTrails or Gaia, but with maybe one extra minute of effort, it works just as well—and saves me roughly $160 a year. I still occasionally use AllTrails for researching routes, but the constant subscription pop-ups are annoying. Not going to happen. Ever. Final thought: I understand that companies need to make money, but it seems like every time a popular app gets bought out—like both of these did—quality drops and prices skyrocket. I genuinely wish them well, but judging by the growing number of negative reviews, the writing is on the wall.
This app is a SCAM....False advertising…
This app is a SCAM....False advertising with its free 7 day trial in which they will notify you in time to cancel ...and NO refund of your $
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About alltrails.com
Explore the outdoors with AllTrails, the best app for hiking, biking, and running. Discover curated guides, trail maps, photos, and reviews for over 500,000 trails worldwide.
Company Overview
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Technology Stack
alltrails.com uses 18 technologies across their website including DataDome, Amazon Web Services, AWS CloudFront, Osano, and more.
Security
DataDome
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Privacy & Consent
Osano
Advertising
Microsoft Ads, TikTok Pixel, Facebook Pixel
Analytics & Marketing
Amplitude, Google Tag Manager, Google Analytics
Performance
Lazy Loading, Priority Hints
Traffic & Audience
alltrails.com receives approximately 10.3M monthly visitors and ranks #3,959 globally. The website has a bounce rate of 45% with visitors viewing an average of 6.0 pages per visit. Users spend an average of 2:46 on the site.
The majority of alltrails.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about alltrails.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit alltrails.com directly at https://alltrails.com.