The tale of how Montana Mountain in Carcross, Yukon, became world-famous for mountain biking does not feature a flashy ad campaign, expensive public-relations team, or big marketing budget—no marketing budget at all, really. “It’s funny, it’s such a small-town story,” says Jane Koepke, the founder of Singletrack to Success, a program through which Carcross/Tagish First Nation (CTFN) youth built some 65 kilometres of trails on Montana Mountain over 10 years. The quality of the network and the unique nature of the program led to international media coverage in publications including Outside and Forbes. No official figures are kept on the number of riders Montana attracts each year, but a report by Koepke in 2013 estimated the total at between 3,000 and 3,500. Those numbers are certainly higher now, perhaps 4,000 in 2019, she says, adding that Montana attracts experienced riders who are drawn to the rugged, challenging terrain—“the types of trails that helped make the tiny mountain famous,” she says. “Small-‘f’-in-a-very-small-world famous.”