In dog mushing, passion runs deep, but publicity often runs shallow. The bond between many mushers and their dogs, and the call of the trail, drives them, not the spotlight. Yet, in today’s world, being an excellent dog driver isn’t enough to attract support or sponsorship. As Robert Forto, publisher of Mushing Magazine and longtime voice in the sport, often reminds his listeners and readers, no company is going to waste its advertising dollars searching for a musher who is hiding in the shadows. In an interview on the Mushing Magazine podcast with Tone Coughlin, the owner of Endurance Kennels in Duluth, Minnesota, they discuss why sponsors don’t invest in what they can’t see. They’re looking for visibility, professionalism, and return on investment (ROI), not just trophies and trail miles.
From a sponsor’s perspective, this makes perfect sense. Companies allocate sponsorship funds directly from their marketing budgets, not out of charity or goodwill. If they’re giving you $20,000 in cash or equipment, they expect something tangible in return: exposure, storytelling, and alignment with a lifestyle that inspires others. The musher’s job is to make that return possible. It’s not about selling out; it’s about creating mutual value. Sponsors want deliverables such as product mentions, logo visibility, media features, and social engagement. Contracts need to be drawn up to protect both parties and clarify expectations. It’s business, not a handshake.
The Crossroads: When Passion Meets Privacy
But here’s where the mushing community often hits a crossroads. Many mushers are, in fact, gifted storytellers. Scroll through Facebook or Instagram and you’ll find stunning photographs from the trail, heartfelt reflections on the bond between mushers and their dogs, and stories that occasionally capture the soul of the sport. These personal posts draw in loyal fans who follow every training run, every checkpoint, every puppy announcement. Yet most of those stories stay confined to their own pages, shared only within a familiar circle of like-minded followers.
The broader world, the sponsors, the media, and the next generation of potential fans rarely see them. Others avoid media entirely, preferring the solitude of their kennels and the rhythm of the runners on hard snow. As Robert Forto puts it, mushers are “a solitary bunch who just want to be in the woods with their dogs.” That instinct is understandable, after all, mushing was born in isolation, forged in the wilderness, but it clashes with the modern realities of how audiences and sponsors connect with the sport today.
The Fear of Being Misunderstood
There’s also a deeper fear at play. The mushing community has long felt under siege from animal rights groups that misrepresent the sport, the dogs, and the lifestyle. Many mushers believe that sharing their story publicly opens them up to criticism, online attacks, and misunderstanding from people who have never set foot on a trail. As a result, some choose silence over storytelling, privacy over publicity. But that silence comes at a cost. When mushers don’t tell their own stories, others fill in the gaps, and often, those “others” are critics who don’t understand what they’re seeing. The antidote to misinformation isn’t hiding; it’s communicating authentically and consistently.
Forto’s stance, as reflected in his work with Mushing Magazine and the Mushing Podcast, is clear: the sport needs storytellers. Not influencers, not marketers. Not ambassadors. Mushers who are willing to educate the public, showcase the beauty and integrity of the relationship between dogs and humans, and represent sponsors with professionalism. “Sell your passion,” Forto says, “sell their products, be a professional. Educate and engage with the public and expand your network.” Those who do this not only help themselves, but they also help the entire mushing community by shifting the narrative from secrecy to pride.
Building visibility doesn’t mean compromising authenticity. Mushers can, and should, share the realities of the sport: the training, the challenges, the quiet moments on the trail, the early mornings, and the long nights. Authentic stories are what resonate most with audiences and sponsors alike. Media engagement doesn’t have to feel like self-promotion; it’s a chance to show the world what responsible, ethical dog care and teamwork look like in practice. And the more the public understands, the harder it becomes for misinformation to take root.
Professionalism Is Part of the Trail
Professionalism also matters. Sponsorships should be handled with the same care and structure as any business relationship. Written contracts outline what the musher will deliver, social posts, appearances, brand mentions, and what the sponsor will provide in return. Reporting those results builds trust and sets the stage for future collaborations. Being reliable, organized, and communicative isn’t just good for business; it’s good for the sport’s credibility.
At its core, dog mushing is about connection: between musher and dog, between team and trail, between passion and purpose. That same spirit of connection can, and must, extend to the broader public if the sport is going to thrive. The days of “hiding in the woods” are over. To attract sponsorships, to grow the sport, and to protect it from misunderstanding, mushers need to step into the light. They need to show up, speak up, and share what makes their lives extraordinary.
Into the Future
Mushing will always be about adventure, grit, and the partnership between human and dog. But in today’s world, it’s also about visibility, communication, and professionalism. The mushers who understand this balance, the ones who can run their teams down the trail and represent their sponsors with grace and authenticity, are the ones who will lead the sport into its next chapter.
To hear more about this topic and how mushers can embrace media engagement without losing their identity, tune in to the Mushing Magazine Podcast, where Robert Forto dives deeper with Tone Coughlin into what it means to be a modern musher, a media professional, and a steward of the sport we all love.