AllTrails

What does AllTrails own?
AllTrails owns and operates the AllTrails digital outdoor platform, including its mobile app (iOS and Android), website, and trail database of over 500,000 verified trail maps. The company has acquired several smaller trail platforms, including iFootpath, Trails.com, and GPSies, which have been integrated into the AllTrails brand. The company operates under the legal entity AllTrails, Inc.

Is AllTrails publicly traded?
No, AllTrails is a privately held company and is not publicly traded. Spectrum Equity, a Boston-based growth equity firm, acquired a majority stake in 2018 for $75 million and remains the majority owner. Permira invested $150 million in November 2021 as a minority investor. The company has not announced plans for an IPO.

Who founded AllTrails?
AllTrails was founded in 2010 by Russell Cook in San Francisco, California. The company was created to provide outdoor enthusiasts with digital tools for discovering, planning, and navigating trails. Ron Schneidermann later joined the company and served as CEO, leading it through its period of rapid growth. Liz Hamren currently serves as CEO.

Where is AllTrails headquartered?
AllTrails is headquartered in San Francisco, California, USA. The company employs approximately 397 people as of June 2026, up from 87 in 2021. AllTrails operates globally, with trail maps in over 200 countries and 95 million users worldwide as of March 2026.

How many brands does AllTrails own?
AllTrails owns one primary brand: AllTrails. The company has acquired several smaller trail platforms (iFootpath, Trails.com, GPSies) but has integrated them into the AllTrails brand rather than maintaining them as separate brands. The AllTrails brand encompasses the mobile app, website, community platform, and three subscription tiers (Base, Plus, and Peak).

Who owns AllTrails?
AllTrails is majority-owned by Spectrum Equity, a Boston-based growth equity firm that acquired a majority stake in October 2018 for $75 million. Permira, a global private equity firm, invested $150 million in November 2021 and holds a significant minority stake. Company management and early investors hold the remaining equity. Specific ownership percentages are not publicly disclosed.

What is AllTrails' revenue?
AllTrails' revenue was estimated at $37.9 million in 2023, the last year for which revenue data has been publicly reported. The company has more than one million paid subscribers across its Plus ($40/year) and Peak ($80/year) tiers. Revenue has likely grown significantly since 2023, driven by the launch of the Peak tier in May 2025 and user growth from 80 million to 95 million. However, the company does not publicly disclose current revenue figures.

How many users does AllTrails have?
AllTrails has more than 95 million global users as of March 2026, up from 10 million in 2019. The company has more than one million paid subscribers across its Plus and Peak subscription tiers. In June 2026, the app had an estimated 710,000 downloads worldwide, with the largest user bases in the United States (48%), the United Kingdom (13%), Canada (7%), and France (6%).

AllTrails was founded in 2010 by Russell Cook in San Francisco, California. The company was created to provide outdoor enthusiasts with digital tools for discovering, planning, and navigating trails. The initial platform offered a web-based database of trail maps crowdsourced from the community.

In the early years, AllTrails operated with minimal funding, raising approximately $3 million in seed funding. The company adopted a subscription revenue model on the web in 2012, offering premium features including offline maps and advanced navigation. The company grew steadily through the 2010s, focusing on product development and community building rather than aggressive user acquisition.

Ron Schneidermann joined AllTrails and eventually became CEO, leading the company through a period of significant growth. Schneidermann's approach, which he described as "relentless prioritization," involved selecting one key metric per quarter and focusing the entire team on improving that metric. This approach allowed AllTrails to grow without the large marketing budgets typical of consumer technology companies.

In 2018, AllTrails had a breakout year, driven by growing interest in outdoor recreation and improvements to the mobile app. That same year, Spectrum Equity, a growth equity firm, acquired a majority stake in AllTrails for $75 million. The investment provided capital for hiring, product development, and international expansion.

Following the Spectrum Equity investment, AllTrails expanded its product offerings and user base. The company made several acquisitions to enhance its trail database, including iFootpath (a UK-based trail platform) in April 2019, Trails.com in July 2019, and GPSies (a Berlin-based GPS tracking platform) in July 2019. These acquisitions expanded AllTrails' trail coverage in Europe and added GPS tracking capabilities.

The COVID-19 pandemic in 2020 and 2021 drove a surge in outdoor recreation as people sought safe, socially distanced activities. AllTrails' user base grew rapidly during this period, from approximately 10 million users in 2019 to over 30 million by late 2021. The company doubled its team size for three consecutive years from 2019 to 2021.

In November 2021, AllTrails raised $150 million in a growth equity round led by Permira, with Spectrum Equity remaining as majority owner. The funding was intended for hiring, international expansion, and product development, particularly in personalization and the on-trail experience. Ron Schneidermann stated at the time that the capital would be used to improve search and discovery and elevate the on-trail experience.

In 2023, AllTrails was named Apple's iPhone App of the Year, recognizing the app's design, functionality, and impact. The award came shortly after Apple had added competing trail features to Apple Maps, including topographic maps with trailheads, contour lines, and offline maps. Despite Apple's entry into the trail mapping market, AllTrails maintained its user growth and market position.

In May 2025, AllTrails launched a new premium subscription tier called AllTrails Peak, priced at $80 per year. Peak includes AI-powered custom route building, real-time trail condition forecasts, trail traffic heatmaps, and an AI-powered plant and insect identification feature using the phone's camera. The launch represented AllTrails' response to increasing competition from Apple Maps and other navigation apps.

In 2026, AllTrails was named to the TIME100 Most Influential Companies list. The company announced partnerships with T-Mobile for satellite service in dead zones, Apple for Apple Intelligence integration, and OpenAI for trail maps accessible directly in ChatGPT. The company continues to add new trail maps in over 200 countries and provides real-time updates on trail conditions and closures using data from more than 800 partner agencies, nonprofits, and community organizations.

AllTrails is a member of 1% for the Planet, an environmental giving initiative. The company donates a portion of every subscription to environmental causes through this program. This commitment aligns with the company's outdoor recreation focus and its users' environmental values.

The company partners with more than 800 agencies, nonprofits, and community organizations to provide real-time trail condition updates and closures. These partnerships support trail maintenance, conservation, and public safety. AllTrails' platform helps distribute information about trail closures and conditions, which can reduce environmental impact by directing users to appropriate trails and preventing overuse of sensitive areas.

AllTrails' platform promotes outdoor recreation and connection with nature, which is associated with increased support for environmental conservation. The company's community features allow users to report trail conditions, share reviews, and contribute to the collective knowledge of the outdoor community.

The company has not publicly disclosed detailed environmental metrics, science-based emissions targets, or a formal sustainability report. As a digital platform with no manufacturing operations, AllTrails' direct environmental impact is limited to office operations and data center usage.

• TIME100 Most Influential Companies (2026): AllTrails was named to the TIME100 Most Influential Companies list, recognizing its impact on outdoor recreation and its growth to 95 million global users.
• Apple iPhone App of the Year (2023): AllTrails was named Apple's iPhone App of the Year, recognizing the app's design, functionality, and impact.
• 1% for the Planet Member: AllTrails is a member of 1% for the Planet, donating a portion of every subscription to environmental causes.

AllTrails has faced limited public controversy, though several issues have drawn attention from users and the outdoor community.

The company's competition with Apple has been a subject of discussion. Apple added trail features to Apple Maps in 2023, just before naming AllTrails as iPhone App of the Year. Some observers noted the apparent conflict between Apple promoting AllTrails through its App Store awards while simultaneously competing with it through Apple Maps. AllTrails has responded by pursuing partnerships with Apple, including Apple Intelligence integration, while also differentiating its product through its larger trail database and specialized outdoor focus.

AllTrails has faced criticism regarding trail safety and accuracy. The platform relies on crowdsourced trail information and user-generated reviews, which can sometimes be inaccurate or outdated. Some land managers have expressed concern that AllTrails directs users to trails that are not officially maintained or that cross private property. The company has responded by partnering with more than 800 agencies, nonprofits, and community organizations to provide real-time trail condition updates and closures, and by verifying trail maps to improve accuracy.

The company's Peak subscription tier, launched at $80 per year in May 2025, drew some criticism from users who felt that features like custom route building should be included in the existing Plus tier rather than requiring a separate, more expensive subscription. The pricing strategy reflects AllTrails' effort to monetize advanced features while maintaining a free tier for casual users.

AllTrails has faced questions about its environmental impact as a platform that encourages increased outdoor recreation. Some conservationists have raised concerns that popularizing previously little-known trails can lead to overuse and environmental degradation. The company has responded by promoting Leave No Trace principles and providing information about trail conditions and closures to help distribute user traffic.

The company's ownership by private equity firms has drawn some scrutiny. Spectrum Equity acquired a majority stake in 2018, and Permira invested $150 million in 2021. Some users have expressed concern that private equity ownership could lead to aggressive monetization or changes to the company's mission. AllTrails has maintained its 1% for the Planet commitment and its free tier, though the launch of the higher-priced Peak subscription has been seen by some as a step toward greater monetization.