Building a Stronger Future for Trails and Running Communities
Here at Trans Canada Trail, we’ve been fortunate to work with Canada Running Series as their charity partner for several years. As part of participation in several races across Canada, participants can choose to raise funds for their charity of choice, including for Trans Canada Trail.as their charity partner for several years. As part of participation in several races across Canada, participants can choose to raise funds for their charity of choice, including for Trans Canada Trail.
We spoke with Jen Cerullo, National Sustainability and Impact Program Lead at Canada Running Series, about trail running and racing, how the organization supports the trail and outdoor sector, and why this values-aligned partnership is such a great fit.
Jen cites the Waterfront Trail – Martin Goodman Trail as one of her favourite trail sections for commuting, walking and running, and enjoying time outside in the heart of the city. Jen is an avid hiker and spends a lot of time on trails in BC and Ontario.
Photo credit: Jen Cerullo
A tight-knit running community and a passion for the outdoors
A passion for sustainability in the outdoors sector grew out of Jen’s personal experience in her own circles. “I was part of the running community through a previous job, and I ended up moving to Vancouver and working for a half-marathon event,” she says. She connected with Canada Running Series and became involved in the organization, helping with events and event organization. She brought a focus on sustainability to her position as a way to connect the dots with things she was passionate about: sporting, racing, and sustainability and nature. From there, Canada Running Series’ partnership with Trans Canada Trail was born.
“I was looking around and seeing what organizations I felt connected to, and what organizations would land with our sustainability programs,” Jen says. “When people hear ‘trails,’ they understand; they want to help. It’s easy to encourage people support something they feel impacts their life.” Jen was connected with Matt Ainsley, Director of Corporate Partnerships at Trans Canada Trail, and the two saw eye to eye right away. She credits Trans Canada Trail for their engagement and interest from the outset, which helped strengthen the partnership.
Photo credit: Jen Cerullo
Promoting sustainability through the Impact Bib Program and support for charity partners
In addition to implementing several initiatives at their events to reduce waste and use more sustainable materials, which led the organization to obtaining Evergreen Certification with the Council for Responsible Sport in 2022, Canada Running Series introduced the Impact Bib Program in 2024. The program offers participants the option to make a donation to a participating sustainability charity of their choice in lieu of receiving a race shirt. Participants can donate to Trans Canada Trail as part of their registration for five races in 2026, including Canada Running Series’ flagship race, the TCS Toronto Waterfront Marathon in October 2026. Since 2022, Canada Running Series has raised over $140,000 for their charity partners, including approximately $80,000 to Trans Canada Trail through races over the years, which is an incredible commitment and one that Trans Canada Trail is deeply grateful.
To Jen, supporting a more sustainable sector is an essential choice. “At its very basis, if we don’t have clean air to breathe, we’re not running,” she says. Even in the city, runners need access to trails and parks. “They’re going to divert themselves to run along the lakeshore or Stanley Park. They’ll appreciate the trees giving them shade along the way. So supporting trail development and access to those spaces just makes sense for the run community; it all links in with healthy communities. And these programs and projects that Trans Canada Trail is involved in or the things that we do outside of our event work is part of our purpose as an organization.”
Photo credit: Jen Cerullo
Building community connections through an ambassador program
Another aspect of Canada Running Series’ work in the community is through their ambassador program, which helps them to maintain strong relationships across the country. Jen describes the ambassador program as a two-way relationship, where Canada Running Series supports local groups, and in return, they gain a greater understanding of what the community really wants and needs. She cites outcomes like the Scarborough 5K or the Freestyle 5K as events that have come out of ambassador relationships and that have enriched the organization overall.
One of their community run crews, the Eastbound Run Crew, initiated a plogging event along the Trans Canada Trail in 2025. The group wanted to clean up the trails and community where they live and train, and in the end, they cleaned up 39 pounds (18 kilos) of trash!
Photo credit: Eastbound Run Crew
Getting more people on the Trail
As far as what’s next for the partnership between Canada Running Series and Trans Canada Trail, Jen says the hope is that it gets more people outside and on the Trail. “I think that people want to be outside, using trails,” she says. “My hope is that when people are using something, they want to support and protect it. And because Trans Canada Trail’s programs are all about getting outside and experiencing nature, this a natural partnership that we hope will continue to grow and evolve.”
Learn more about Canada Running Series’ important work in the sector through their Impact Report.
Read more about how to support Trans Canada Trail through charity fundraising at Canada Running Series races across Canada.
Main photo credit: Jen Cerullo
