Boots, Backpack and a Ubiquitous App

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Close your eyes and imagine a stereotypical hiker. Do the words “rugged” and “built Ford tough” come to mind? Are they wearing khaki shorts? Is a tube attached to a CamelBak hanging from their mouth? Whatever you imagined, that hiker is probably using the app AllTrails. In fact, just about everyone is. Even people who don’t know what a CamelBak is or who have no idea what the term “out-and-back” means. In the world of AllTrails, a hiker of any skill level is still a hiker. Many of them find the app in the same way. “Just through Googling, how to get into hiking, AllTrails would just come up a lot,” said Jessica Wood, who co-owns French Custard, an ice cream shop in Kansas City, Mo. “It’s a free app, so we were like, ‘We’ll download it and see what happens.’ We never deleted it.”