“The challenge with with that segment is that there's always these you know really esoteric and extreme product requirements... a lot of them are kind of living the van life... they don't want to really pay you any money either it's like this isn't a good growth segment.”

Your Loudest Users Are Not Your Largest Market — Target The Hesitant Majority Instead

AllTrails' 2015 rebrand moved away from hardcore through-hikers (who demanded extreme features and rarely paid) toward the 'my wife' persona — someone who enjoys outdoor time with family but lacks confidence to go alone. That mainstream-hesitant segment is hundreds of millions of people vs. hundreds of thousands of van-lifers. Vocal power users can misdirect your roadmap toward a segment that will never drive revenue.