inov8 team remains 'obsessed and committed'

Posted in Dishing the Dirt by Matt Ward on Thu 29 Aug '13


Robbie Simpson

In 2013 inov8 have made their mark on the international mountain, sky and trail running stages with some outstanding results from their team of international runners. This continued recently with some great results at Pikes Peak, Sierre-Zinal and the Matterhorn Ultraks…

Driven by an obsession to stretch limits, our committed athletes have stamped their names all over sky and mountain races across the globe in August.


Alex Nichols

At the Pikes Peak Marathon (42km, 2382m ascent, 4302m maximum altitude), US athlete Alex Nichols (pictured above) narrowly missed out on victory in his Colorado backyard.

Meanwhile, fellow inov-8 athletes Anna Lupton (UK) and Eirik Haugsnes (Norway) finished fourth female and ninth male respectively in the elite-stacked Matterhorn Ultraks (14km, 3600m ascent, 3100m maximum altitude) race last weekend.

Read the full article here


Anna Lupton

Reactions so far
  1. Paul Tomlinson Aug 29, 12:16 PM

    Matt, are you not sponsored by Inov8? I really enjoy your website, but this just seems like an advert. Shame.

  2. Matt MST Aug 29, 12:35 PM

    Hi Paul

    I am definitely NOT sponsored by inov8 :)

    As you will hopefully know MST is an aggregator of news, we pick up on things, and then if we think people might be interested we fire them out there for others to pick up on.

    As far as I was concerned the above article is about a UK brand supporting some international runners (a few of whom are UK athletes) and it details how they have been getting on over the last couple of months.

    Sorry if it comes across as me somehow pushing inov8, it is not the intention and certainly not an advert.



  3. Martin Cox Sep 2, 07:50 AM

    I would have thought it blatantly obvious that MST is, by and large, a mouthpiece for Salomon. Which is fair enough as Matt is a brand ambassador and community manager for Salomon UK. It’s actually quite refreshing to see rival brands getting a little of exposure here. I can’t wait for the day when this site puts forward completely unbiased and balanced reporting of what is happening in the world of mountain running …

  4. Matt MST Sep 2, 02:32 PM


    Firstly, yes I do some work for the Salomon brand in the UK. The brand also has some very good international and UK-based athletes who are successful, so reports on theirs (and other brand’s athletes) regularly appear on MST.

    Secondly, the site isnt a mouth-peice for Salomon. I cannot ever recall one instance of anyone at the brand talking to me about this site and its content.

    Thirdly, I try and put forward unbiased and balanced views, from across off-road running.

    Looking at the front page right now I see one article that has a ‘Salomon slant’ on Kilian, one that has an inov8 slant, one that has a North Face slant (UTMB), one on Scott (Joe Gray), Pearl Izumi (Nick Clark) and so on. There is also a long article on fell running, which took a lot of time and is still close to our core.

    MST is a total non-profit, indeed non-income, generating site. It will probably remain so, if it continues. I have spent 5 years building an audience, all in my spare time, all with my own personal input and passion.

    Comments such as this don’t really fill me with enthusiasm to carry it on, but I will, and I’ll do my best.


  5. Chris Sep 2, 06:36 PM

    Well said Matt!
    I’ve looked at this website regularly and have never thought it pushes one product over another. We need people like you and your website so take little notice of martin. Your report on the winner of the Lakeland 50 was great and had some info on what gear was used by the sponsored athlete. It’s not your fault top runners have sponsors to keep happy, plus I’m keen to know on their choice of gear. Please keep it up for your many very happy users.

    Thanks, Chris.

    PS If you need an impartial view on Solomon gear send it to me, I won’t accuse you of pushing products. The expensive S-lab stuff would be nice.

Comments closed

Report an offensive post

Latest comments

  • Adair Broughton 03 Jun '14(Andi and Katie are Great in Keswick)

    Fantastic event to watch and …

  • Don 03 May '14(Bragg settles for a podium place at the Fellsman)

    Didn’t the leading 2 have …

  • Peter Mackie 24 Apr '14(3 Peaks - the joy of winning)

    The closest I’ll get to …

About MST

Mud, Sweat and Tears was dreamt up some time ago. I had returned to the sport of running (competitively) after around a 15 year layoff due to injury.

Read more…

Alex Vero
Great story. Great film making...
Athletics Weekly
The don dada of running magazines
Fell photos
These shots are top notch emotion
The FRA's site, still strong...
The all-seeing eye
The very best coverage for all things ultra-trail, and much more!
Jonathan Wyatt
The greatest hill runner of our time...
New and eeeven better!
Original Mountain Marathon
Does what its says on the tin
Run Snowdonia
Iain and Sarah Ridgway's excellent mountain running guide service!
Runner's World
The mag for the masses
Running over Mountains and around the World
International blog from Moira O'Sullivan
Dont sleep on this one!
Trail Running
Great trail running resource, take a peek
Trail Running Magazine
UK magazine devoted to the exciting, adventurous world of off-road running!
UK Athletics
Track and field, and other stuff
Welsh Fell Runners Association
World Mountain Running Association
IAAF's global up hill, down dale, site
Friends & Family
  • After Market logo
  • Block Interactive logo
More Videos

Check out the MST collection: