LOWA Boots, the global footwear brand known for over 100 years of hand-crafted European heritage, is making significant strides in the trail running category with a multi-faceted presence at TrailCon 2025 this month in California, with an expanded booth and athlete Cyndi Wyatt’s participation in a featured panel on the importance of community and run clubs. Led by newly appointed Samuel Grill as global category manager for trail running, based at LOWA Boots’ headquarters in Jetzendorf, Bavaria, these efforts reinforce LOWA’s broader commitment to the international growing trail segment.
Grill, a former competitive trail runner and triathlete, brings experience from both the performance and outdoor industries, most recently serving as a sales executive at HOKA. In his new role, he will lead the strategic development of LOWA’s trail category, working across product, sales, and marketing, while also deepening relationships with retail partners through tailored training and support initiatives.
“The creation of this role and our presence at TrailCon are intentional steps in growing LOWA’s position in trail,” said Peter Sachs, general manager of LOWA Boots. “Trail running is not just a product category, it’s a culture. We’re investing in the people, partnerships, events, and infrastructure enabling us to support this dynamic community in meaningful ways.”
TrailCon attendees will hear from LOWA All Terrain Running Ambassador Cyndi Wyatt, who will speak on the “Run Club Visionaries & Community Builders” panel June 24 from 1:25 – 1:55 pm PST. A veteran ultrarunner with more than 60 ultras and seven 100-milers to her name, Wyatt will share insights on how inclusive run clubs foster connection and expand access to trail running. Her experience includes developing national outdoor initiatives at REI focused on increasing participation among women.
“I’m honored to represent LOWA at TrailCon and to help shine a light on the ways community and access can reshape the trail experience,” said Wyatt. “When we create inclusive spaces, whether through local run clubs, mentorship, or simply showing up for each other, we open the door for more people to discover the joy, resilience, and connection that trail running offers. I’ve seen firsthand how transformative it can be, especially for women who may not have seen themselves represented in this space before.”
This year, LOWA introduced trail-focused specific innovations including the MADRIX, a stable, lightweight grippy performer built for varied terrain and the AMPLUX 2, a lightweight trail runner designed for daily training. These additions highlight the brand’s evolution and dedication to meeting the specific needs of trail athletes.
For more information visit www.lowaboots.com
About LOWA Boots
With over 100 years of hand-crafted European heritage, LOWA Boots is a globally respected footwear brand located in Jetzendorf, in Upper Bavaria. Since 1923, LOWA has created premium outdoor boots and shoes featuring beautiful silhouettes, best-in-class quality, and proprietary technology. Its designers adeptly navigate the outdoor performance, lifestyle, and tactical categories, always nurturing brand integrity. LOWA is one of the only footwear brands to receive ISO 9001 status for the highest quality construction and process standards. LOWA certified tactical boots are also made to comply with the European Union’s PPE standards. LOWA uses leather from suppliers that are certified by the Leather Working Group (LWG), a global organization that promotes sustainable leather practices, ensuring responsible production and environmental protection. For more information, visit www.lowaboots.com.
