Trailblazing a Tribe: How Kansas City Hiker Built Raving Fans from Scratch

Hiking in Kansas City: Is that an oxymoron? Not to the nearly 45,000 Facebook fans who follow Kansas City Hiker and the thousands more who rely on its detailed, original guides to 200 area trails. Launched in 2020 by communicator and hiker Roy Harryman, KansasCityHiker.com grew out of pandemic-fueled walks with his then-teenage daughter as they hiked, mapped, photographed and documented every worthwhile trail in Greater Kansas City.

From this beginning, the project has attracted nearly a half‑million web visitors, with content shared across social networks, videos and an email newsletter. Fans consistently praise the detailed information, high‑quality content and honest assessments of trails, often expressing surprise at discovering natural gems in their own backyard.

The brand is monetized through Google ads, Facebook content monetization, licensed photo sales, Amazon commissions and emerging paid sponsorships.

“But I don’t hike.”

No problem! The story of Kansas City Hiker illustrates multiple marketing lessons:

• How to organically build a tribe of raving fans from nothing.
• How to create high‑value content that can be repurposed.
• Choosing the right media platforms instead of chasing them all.
• What it means to be a leader of your “tribe.”
• Building digital and in‑person allies.
• And doing it all as a side gig!

This presentation will provide ideas and inspiration for your work, even if you never lace up a hiking boot.

Roy Harryman

Roy Harryman worked as a Kansas City reporter and editor for 10 years before becoming a communications director for two local nonprofit organizations. In 2015, he launched Roy Harryman Marketing Communications, which helps small businesses make a big impact. He is the author of Small Business, Big Impact: A No-Nonsense Guide for Companies That Do More With Less.

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