Runway Group

Crafting a vision for the “mountain biking capital of the world”

Runway Group engaged a cross-functional team to explore how a digital platform could better support Bentonville’s growing mountain biking ecosystem. The objective was to understand the needs of visitors, residents, and local businesses, and to design a cohesive experience that connects trails, services, and the surrounding community.

Understanding the Ecosystem

Bentonville has rapidly become a destination for mountain biking, but the supporting digital experience had not kept pace. Information about trails, accommodations, bike shops, and local services was fragmented across multiple sources, creating friction for both visitors and residents trying to plan their time in the area.

As part of the team, I participated in on-site research in Bentonville, including trail rides, visits with local businesses, and direct observation of how people navigated the town. The team also spoke with residents and business owners to understand their perspectives, challenges, and goals for the community.

A Vision for a City-Wide Transformation

Research insights pointed to an opportunity to create a single, unified experience that helps users discover trails, plan trips, and connect with local services more intuitively. The goal was not only to support visitors, but also to strengthen the local economy by making it easier to engage with Bentonville’s businesses and infrastructure.

Working collaboratively, the team explored how a mobile-first product could serve as both a planning tool and an in-the-moment guide—helping users move seamlessly from discovery to action while reflecting the character and values of the mountain biking community.

Results

The resulting concept focuses on clarity, accessibility, and connection—bringing together trails, places, and people into a cohesive digital experience that supports Bentonville’s continued growth as a premier biking destination.