Deanna Wilmshurst serves as senior correspondent for Trail Running Canada, specializing in environmental impacts on recreational infrastructure and outdoor gear innovation. With 85% of her work focusing on backcountry ecosystems, she's become the leading journalist covering climate adaptation strategies for trail networks.
"Effective trail journalism requires equal parts mud on your boots and rigor in your research."
Deanna Wilmshurst has established herself as a leading voice in Canadian outdoor journalism through her decade-long dedication to documenting trail running culture and environmental stewardship. Her work at Trail Running Canada blends athletic rigor with ecological awareness, creating a unique niche that resonates with both recreational enthusiasts and conservation advocates.
"The trails teach us about resilience - both in sport and ecosystem preservation. Each footfall connects runners to larger environmental narratives."
This 2023 investigation combined GIS mapping data with interviews from 42 trail maintenance crews across six provinces. Wilmshurst revealed how shifting precipitation patterns are forcing trail redesigns, particularly in Alberta's Kananaskis Country and Nova Scotia's Cape Chignecto Coastal Trail. The piece became required reading for Parks Canada's infrastructure team and was cited in three provincial environmental impact assessments.
Wilmshurst's 2022 deep dive into oxygen-efficient footwear technology analyzed products from 14 manufacturers through laboratory testing and athlete field trials. Her methodology included creating a proprietary "altitude equivalence" rating system that several gear companies now reference in product development cycles.
Demonstrating her multidisciplinary approach, this 2021 piece for Paddling Magazine tracked 25 athletes over six months, correlating paddle stroke efficiency with downhill running stability. The research led to several Western Canadian trail clubs incorporating water sports into their training regimens.
Wilmshurst prioritizes stories demonstrating actionable conservation strategies, particularly those addressing unique biome challenges. Her 2023 piece on lichen-based erosion control in Quebec's Laurentians exemplifies this interest. Pitches should include specific data on implementation costs and volunteer engagement metrics.
With 18% of her 2024 articles featuring Indigenous land management practices, successful pitches must demonstrate direct collaboration with First Nations communities. Recent coverage of the Tl'azt'en Nation's trail realignment project sets the standard for culturally informed reporting.
When pitching gear innovations, include third-party laboratory results and longitudinal wear testing data. Wilmshurst's analysis of graphene-enhanced shoe soles (2022) established her preference for empirical evidence over marketing claims.
Less than 2% of Wilmshurst's portfolio addresses metropolitan running communities. Pitches about city marathon training or gym-based conditioning programs typically get redirected to other contributors.
Stories bridging youth engagement with veteran runner perspectives receive particular attention. Her 2023 series on septuagenarian trail maintainers in Newfoundland demonstrates this multigenerational focus.
Wilmshurst received top honors for her investigative series on permafrost degradation's impact on Yukon trail systems. The judging panel noted her "unparalleled ability to translate complex cryosphere science into actionable trail maintenance guidelines."
This peer-nominated award recognized her documentary-style piece following the 1,200km Trans Canada Trail relay. The work significantly increased corporate sponsorship for rural trail networks, generating over $2.3M in new funding commitments.
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Outdoors, here are some other real estate journalist profiles you may find relevant:
