Success is Never Giving Up
The more often you fall, the easier it gets to pick yourself up — and the stronger you become.
Looking back, much of what we were doing was actually a form of trail running and scrambling. We just never thought of it that way. Over the years, I climbed countless routes in mountain ranges around the world. As I grew older and perhaps a little wiser, my relationship with the mountains gradually changed. I became more settled, less willing to take the risks that come with difficult alpine climbing, and increasingly drawn to moving quickly and freely through mountain landscapes.
I began exploring mountains, vast steppes, and even the Gobi Desert in Mongolia — running across wild terrain, occasionally scrambling over rocks to find the most natural and beautiful line towards a distant destination. Yes, another form of trail running, long before I ever gave it that name.
Later, cycling became another great passion. It took me on journeys to incredibly remote places, on expeditions and adventures far beyond familiar surroundings. At the same time, together with friends, we were building a company dedicated to outdoor tourism and adventure experiences. Those years gave me something invaluable: a lifetime of experiences in the outdoors, combined with the practical knowledge of running a company, developing new products, organizing adventures, and turning ideas into real experiences for others. And then, one day, I simply thought: Why don’t we create something special for people who love trail running?
At first, we offered running experiences as part of our existing hiking and trekking programmes. But around ten years ago, we decided to take trail running seriously and develop it as a dedicated part of our work. We began organizing trail running events and, among other projects, created Triglav Trail Run — one of the most beautiful and distinctive trail running events in the region. It remains our own boutique event, welcoming runners from around forty countries every August to discover the extraordinary trails of the Julian Alps.
From there, our vision continued to grow. We developed a comprehensive collection of trail running tours and holidays, first in our home region and then further across the Alps and into the Balkans. We spent countless days exploring landscapes, discovering trails, connecting mountain paths, and searching for places where running becomes something more than simply covering distance.
Gradually, we brought all these individual elements together into complete running experiences — combining carefully selected routes, remarkable destinations, local knowledge, thoughtful logistics, and the simple pleasure of being outdoors. Today, under the LIFE Run brand, we offer authentic trail running holidays, guided and self-guided tours, running events, and more demanding skyrunning adventures.
Beyond the programmes, destinations, and everything we organize, the heart of LIFE Run remains remarkably simple. It’s about running, sharing experiences, and enjoying good company in extraordinary places.
During the summer months, running brings us together on mountain trails, across ridges, through valleys, and into some of the most beautiful natural landscapes in Europe. And when winter arrives, we continue exploring these same mountains on touring skis. There is something special about the vastness and silence of winter landscapes. They give us space to think, to reflect, and to imagine what comes next.
We think about everything trail running has already brought into our lives — the friendships, the adventures, the sense of freedom, the physical and mental well-being, and those small moments of pure happiness that stay with us long after the run is over. And we think about what else we can create. New routes. New destinations. New experiences. New opportunities for people to discover the joy of moving through nature.
In the end, trail running is not simply about running faster, climbing higher, or going further. It’s about feeling alive. About taking care of ourselves. About finding happiness in movement, nature, and the people we share it with. And perhaps that’s what LIFE Run has always been about. Not just creating running holidays, but sharing a way of life.
_____
Written by Matey Mejovsek, CEO at LAJF d.o.o., September 2025