Leaders & Legends
The Heart of the Trail: Aimee Ross and Bentonville’s Mountain Biking Revolution
By Leigh Donovan
On a warm afternoon in Bentonville, Arkansas, Aimee Ross rolls through the Coler Mountain Bike Preserve trails, the hum of her tires on dirt blending with the chatter of afternoon riders and walkers. It’s become one of her favorite ways to end the day since she and her husband Nat, moved here in 2018—a move that totally changed their lives and plugged them into a town that lives and breathes bikes.
“When I first got here, I couldn’t believe it,” Aimee says. “I’d been to trail towns before, but Bentonville was something else. The trails felt like they were part of the town’s heartbeat. Everyone rode. Everyone welcomed you. And the energy to build something bigger was everywhere.”
In places like Michigan, California, and Colorado—where Aimee lived before—cycling was strong, but it felt scattered. In Bentonville, it’s everywhere. It’s built into the sidewalks, coffee shops, and backyard conversations. Powered by Walmart’s legacy and the Walton family’s investment in outdoor spaces, this little Arkansas town has become a model for what a true bike community looks like. And more than that—it’s warm, it’s friendly, and it’s got heart.
“The first time I got lost on the trails, someone asked if I was okay, then rode with me for hours to show me around,” she remembers.
“That kind of kindness—it just doesn’t happen everywhere.”
“This isn’t just a place where you ride bikes,” she adds. “It’s a place where you put down roots, meet people on the trails, and actually feel like you’re part of something real.”
That feeling of connection is what keeps her going—through every ride, around every corner of town, and into every new chapter Bentonville is writing for itself.
From Industry Insider to Community Advocate
Aimee didn’t just stumble into this life—she built it. Aimee’s tenure in the cycling industry began in 2006 with brands such as Ellsworth Bicycles and Crankbrothers. In 2013, she joined the International Mountain Bicycling Association (IMBA), working in government relations and teaming up with NICA to launch the Teen Trail Corps. Two years later, she moved into IMBA’s development team, where she helped grow big partnerships and played a major role in pulling off the 2016 IMBA World Summit—in Bentonville.
“Arkansas wasn’t even on my radar,” she admits. “But when I saw what they were building here—it blew my mind. They weren’t just dreaming about trails. They were doing it. Fast.”
That summit was a turning point. In 2018, Aimee took the leap and moved to Bentonville to become Director of Bike Bentonville at Visit Bentonville. That role let her spread the word about the town’s rise as a cycling hotspot—coordinating with local and national brands, supporting events, and being part of the town’s explosive trail growth.
“I tapped into something here,” she says. “People in Bentonville don’t just talk. They do. They figure out how to say yes—and make it happen.”
Since 2022, Aimee’s been with Runway Group, focusing on business development to make Bentonville and Northwest Arkansas the heart of the U.S. cycling scene. She works with bike and outdoor brands, helping them land in the region, considering everything from regional HQs, R&D, distribution/warehousing, and marketing opportunities. She’s also involved in helping major events like Life Time’s Big Sugar Classic become unforgettable experiences.
Her mission? Build more than bike paths and trails. Create community. Spark opportunity. And make sure everyone feels like they belong. “We’re not just riding trails here,” she says. “We’re building something people can really be part of.”
Bentonville: The Walton Legacy and Cycling Transformation
None of this happened by accident. Bentonville’s rise as a bike haven was fueled by a serious vision—and some serious investment—by the Walton family. Sam Walton, who started Walmart in 1962, laid the foundation. His kids and grandkids, including daughter Alice, and grandchildren, Steuart and Tom Walton, took it and ran—especially when it came to the outdoors.
“They’re not just funders,” Aimee says. “They ride. They ask questions. They show up.”
The Walton Family Foundation has backed trails that can go head-to-head with the best in the world. And while tourism is part of the picture, the bigger goal has been to make Bentonville a place people want to live. “They knew they had to make this a place where people could build a life—not just a career,” Aimee explains.
And it shows. The trails aren’t just for fun—they’re where people meet, connect, and help each other out. “If you’ve got a flat, someone will stop. If you’re lost, someone will guide you,” she says. “It’s just what people do here.”
Aimee also points to programs like IMBA Trail Labs, which bring in community leaders from across the country to learn Bentonville’s secret sauce. “We don’t gatekeep,” she says. “We want others to learn from us and be inspired to create what works for their community.”
The Cycling Community’s Evolution
Aimee didn’t just move here—she jumped in. She’s become a familiar face in the cycling scene, and in everything she does, you can see how this community runs on connection. “We’ve got more friends here than we ever had in Colorado,” she says. “It’s just that kind of place.”
She was even in the room when Andree Sanders from Trips for Kids floated the idea for International Women’s Mountain Bike Day—right here in Bentonville. That idea turned into a global celebration, and Aimee’s proud to have witnessed it grow.
She’s also front-and-center for the women’s gravel training groups in town—massive, energized rides that regularly draw over a hundred participants. “It’s not just about riding,” Aimee says. “It’s about lifting each other up, showing up, and knowing you’re part of something bigger than just a bike ride.”
The vibe goes beyond the trails, too. Locals know your name, café owners ask how your ride went, and neighbors don’t hesitate to help out…
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