Bentonville, Arkansas, might be synonymous with Walmart, the retail giant, but it’s rapidly gaining recognition for something entirely different: world-class mountain biking. Thanks to massive investments spearheaded by Tom and Steuart Walton, grandsons of Walmart founder Sam Walton, this unassuming town is transforming into a cycling mecca, drawing riders from across the globe. What started as a local initiative has blossomed into a blueprint for rural revitalization, proving that mountain bike trails can be a powerful economic engine.
The Walton brothers, avid cyclists themselves, are the driving force behind this transformation. Through the Walton Family Foundation, they’ve poured over $74 million into developing an extensive network of trails in and around Bentonville. This isn’t just about building trails; it’s about creating a cycling culture and infrastructure that rivals established destinations. Their vision? To make Bentonville the “ski town for bikes,” a place where mountain biking is not just an activity but a way of life.
The result is astounding. Over 163 miles of meticulously crafted trails now wind through the Ozark landscape surrounding Bentonville. These aren’t just any trails; they are designed for all skill levels, clearly marked, and graded for difficulty like ski runs. From beginner-friendly “gateway” trails to challenging “technical” routes featuring rock gardens and jump lines, there’s something for every rider. The accessibility is a key factor. Trails are conveniently located minutes from downtown Bentonville, making it easy for visitors to ride straight from their hotels to the singletrack.
This focus on accessibility is deliberate. Tom Walton explains that lowering the “barriers to entry” is crucial for attracting more people to mountain biking. By building trails close to town and catering to various skill levels, they’re inviting everyone, even casual observers, to imagine themselves on a mountain bike. The trails are designed to inspire, with sections like “Ozone” running alongside city streets, showcasing the thrill of mountain biking to passersby.
The Walton family’s passion for cycling runs deep. Growing up without television, Tom and Steuart were encouraged to explore the outdoors. Their father and uncle are also cycling enthusiasts, fostering a family culture that values outdoor experiences. This personal passion fuels their commitment to making Bentonville a premier cycling destination.
The impact of this investment is already being felt. Bentonville hosted the International Mountain Bicycling Association World Summit in 2016 and Outerbike, a major bike demo event, in 2019, events typically held in established mountain bike meccas. More importantly, cycling is injecting significant revenue into the local economy. A 2018 study revealed that cycling generates $51 million annually for Bentonville businesses, with $27 million coming from out-of-state visitors. This economic boost is precisely what the Walton brothers envisioned: demonstrating how mountain bike infrastructure can revitalize rural communities.
Bentonville is becoming a model for other rural towns looking to tap into the growing outdoor recreation economy. The Walton Family Foundation openly shares its formula for measuring the economic impact of cycling, encouraging other communities to follow suit. This “Arkansas effect” is already creating demand for trail builders nationwide, highlighting the ripple effect of Bentonville’s cycling boom.
Beyond tourism, the Waltons aim to attract the cycling industry itself to Bentonville. Their organization, Runway Group, hired Brendan Quirk, cofounder of Competitive Cyclist, to spearhead this effort. The goal is to position Northwest Arkansas as a hub for cycling-related businesses, from brands to e-commerce. While still in its early stages, this vision is gaining traction, with companies like Allied Cycle Works relocating to Bentonville. The acquisition of Rapha, a high-end cycling apparel brand, by RZC Investments, a firm partially owned by the Walton brothers, further signals their commitment to the broader cycling world.
While the exact strategy for integrating Rapha into the Bentonville cycling scene remains unclear, the Walton brothers are clearly thinking big. For now, they continue to focus on what they do best: expanding the trail network and evangelizing the joys of mountain biking. As Tom Walton aptly put it to a group of local kids, “Where are your mountain bikes?” In Bentonville, that’s becoming an increasingly common question, and the answer is increasingly likely to be: “Out on the trails.” The Walmart name, once solely associated with retail, is now being etched into the landscape of mountain biking, transforming Bentonville into a destination for riders of all levels.
