What if one of Greater Cincinnati’s most powerful tools for attracting and retaining top talent isn’t a new office tower or incentive package—but dirt trails, river views, and neighborhood bike paths?
In a recent episode of The SpotOn Spotlight, host Ian Murray sat down with Brian Bozeman, Vice President of Business Development at Skanska, Founder and Ambassador of Cincitucky Trails, and board member at CORA (Cincinnati Off-Road Alliance), to unpack how outdoor recreation is emerging as a serious business and workforce strategy for our region.
From Construction Leader to Trail Champion
By day, Brian leads business development for Skanska’s fast‑growing Cincinnati office, one of 27 Skanska locations across the U.S. and now among the top construction management firms in the city. He’ll tell you he “can’t believe I get paid to do what I do,” because his role taps directly into what he does best: connecting people and building relationships.
Outside the office, that same passion shows up on the trails. In 2021, his family helped launch an NKY youth mountain bike team through NICA (National Interscholastic Cycling Association). What began with about 20 riders quickly grew to 75 kids from 5th–12th grade, supported by dozens of volunteer coaches and a large community of families. Mountain biking became the Bozeman family’s way to recreate together—and a gateway to something bigger.
A trip to Bentonville, Arkansas, the self‑proclaimed “mountain bike capital of the world,” proved to be a turning point. There, Brian saw trails not just as a fun amenity, but as a core driver of economic development, tourism, and talent attraction. It raised a big question: if Bentonville could do this at scale, why couldn’t Greater Cincinnati?
Cincitucky Trails: A Big Idea, Not Just a Place
To understand Cincitucky Trails, you have to understand the broader ecosystem. CORA has been planning, building, and maintaining natural‑surface (dirt) trails across the region for decades, while groups like Tri-State Trails focus on paved paths and connectivity. Together, they’ve helped create more than 100 miles of natural‑surface trail in the region—yet many residents still don’t know it exists.
Cincitucky Trails is not a single trailhead or park. It’s a brand and a unifying story. Brian often compares it to the Kentucky Bourbon Trail: not one continuous path, but a powerful idea that ties multiple destinations together under a single, memorable banner.
The goal is to do the same with our local trail assets. Instead of thinking in isolated chunks—“10 miles here, 5 miles there”—Cincitucky Trails aims to stitch these experiences into one recognizable ecosystem that’s worth traveling to and talking about. It’s about making our outdoor assets feel bigger, more intentional, and more visible to both residents and visitors.
Why Trails Are a Serious Talent Strategy
In his work with chambers, economic development committees, and workforce boards, Brian hears the same concern over and over: how do we get more people to want to live here?
His answer is simple: lead with lifestyle.
Cincinnati already surprises newcomers with its food scene, arts, and affordability. But we’ve historically underplayed our outdoor story. For a generation of workers who care deeply about health, access to nature, and how they spend their time outside of work, that’s a missed opportunity.
Trails and outdoor recreation deliver real, measurable value:
- Health and wellness for residents and employees
- Stronger talent attraction and retention as people prioritize livability
- Economic development and tourism, by drawing visitors who spend money in local communities
Bentonville offers a compelling example: its trail network draws the majority of its visitors from out of town, supporting local businesses and raising the city’s profile. The same playbook can work here, especially in a region with multiple Fortune 500 headquarters. For those companies, supporting trails is a relatively low‑cost, high‑impact way to enhance their talent value proposition.
But first, leaders have to know what exists. If recruiters and HR teams aren’t aware of the trail systems in their own backyard, they can’t credibly tell that story to candidates making relocation decisions.
A Region Built for Everyday Adventure
Brian believes Greater Cincinnati–Northern Kentucky is uniquely positioned to become an outdoor recreation hub. We have:
- Rolling hillsides and river bluffs that are perfect canvases for trail‑based adventure
- Access to major rivers and regional waterways
- Proximity, with trail access often just minutes from our downtown cores
- A strong corporate base that can help trail investment scale once leaders see the value
Cincitucky Trails’ long‑term vision is ambitious: hundreds of miles of natural‑surface and connected trail infrastructure that links neighborhoods, parks, business districts, and river corridors. But this vision is about more than miles on a map. It’s about quality, connectivity, and culture.
Brian imagines a future where:
- Neighborhoods are designed with trail easements along hillsides and green spaces—not just sidewalks along the curb
- Residents can leave their driveway, hop on a bike or lace up running shoes, and be on a trail system within minutes
- Trails intentionally intersect with breweries, coffee shops, arts districts, and main streets, so “going for a ride” naturally connects to local businesses and gathering spots
His own routine in Fort Thomas offers a glimpse of that future. He can ride from his house to Tower Park, hit the trails, and ride back home—all without loading a bike onto a car.
Youth Cycling, Community, and Work–Life Integration
The NKY Roots youth mountain bike team is a powerful picture of what outdoor access can do for kids and communities. On any given practice or group ride, you’ll see middle‑schoolers and high‑schoolers from different schools and backgrounds sharing the same trail. Some are laser‑focused on racing; others are mainly there to be with friends in the woods. Everyone is doing something challenging at their own level.
Those experiences build resilience, confidence, and a sense of belonging. Kids learn how to fail, try again, and support each other—all while developing a lifelong relationship with movement and the outdoors.
For Brian, this work is tightly connected to his professional life. For years, he tried to keep “work” and “life” separate—Skanska on one side, trails and youth coaching on the other. Eventually, he realized that his real calling is connecting people and building community, whether that’s through a construction project, a new client relationship, or a trail initiative.
Conversations about trails and quality of life have become a natural way to build trust with business and civic leaders. When those relationships turn into projects or partnerships later, they’re rooted in something deeper than a sales pitch.
What Businesses Can Do Now
For leaders, HR professionals, and business owners who want to lean into outdoor recreation as a differentiator, Brian suggests a few simple starting points:
- Make sure recruiters understand and can speak to our local trail, park, and outdoor assets
- Partner with organizations like CORA, Tri-State Trails, and local park systems through sponsorships, volunteer days, or giving
- Advocate for trail connectivity around your campus or facilities if you’re near parks, hillsides, or river corridors
- Highlight outdoor access in employer branding, relocation guides, and onboarding materials
Tourism, as Brian puts it, is “the red carpet to residency.” When we invite people here to ride, run, or hike, we’re not just offering a weekend escape; we’re giving them a taste of what life here could look like.
Tell Your Region’s Story with Video
At SpotOn Productions, we believe stories like Cincitucky Trails can reshape how people see a region, a company, or a community. If your organization is investing in quality of life—through trails, parks, culture, or neighborhood initiatives—professional video can help you share that story with the talent, partners, and residents you most want to reach.
Ready to spotlight your impact and attract the people your vision deserves? Contact SpotOn Productions today to start planning a video or content series that brings your community story to life.