Case study: Lakeland Trails, Business Savings customer
Lakeland Trails has partnered with The Cumberland as it looks to join a building society which delivers kinder banking and aligns with its values.
Since 2004, Lakeland Trails has been inspiring thousands of runners with its breathtaking trail running events, hosted across the picturesque Lake District.
Under the leadership of Phil Blaylock since 2019, the organisation has grown to host nine annual events attracting more than 9,500 participants, ranging from 5km to 100km distances.
With a family-friendly atmosphere, a focus on sustain ability and dedicated marshals ensuring safety and support, Lakeland Trails has positioned itself as a cornerstone of the trail running community in Cumbria.
Holding a shared ethos, they have transferred to The Cumberland for their banking requirements due to the building society’s Kinder Banking approach, which puts people at the heart of what they do.
Headquartered in Carlisle with a network of 31 branches across Cumbria, Lancashire and Southwest Scotland, The Cumberland offers business savings accounts to organisations across its core operating areas of Cumbria, Lancashire and Southwest Scotland.
Phil said: "There’s a two-pronged reason we chose The Cumberland – we were attracted to their Kinder Banking approach and they provide an excellent service.
“Everything fits in nicely with our philosophy and when it comes to sustainability and our own approach to the community, I like to think we put our money where our mouth is, and by banking with The Cumberland, we are doing exactly that."
Sustainability is high on the agenda for Phil and the rest of the Lakeland Trails team, with the trail events designed to be as sustainable as possible.
Hosting thousands of runners each year, they have taken steps to reduce the impact of the races on the environment around them.
Phil said: “One example is that as well as offering synthetic technical event t-shirts, we now offer alternative t-shirts and hoodies which are made from sustainably produced 100% organic cotton. This has seen the number of synthetic t-shirts used each year reduced by 8,500, which helps prevent plastic microfibres from entering the environment.
"Our t-shirts are also professionally designed in Cumbria to be stylish so participants are more likely to re-use them following the event, which avoids them from going straight into landfill."
He added: “We also look to educate attendees on best practice when it comes to the environment. There’s a lot of greenwashing out there and we want to make sure they are well informed.”
Additionally, Lakeland Trails has donated over £8,000 to Cumbria Wildlife Trust to support a range of local projects including planting wildlife-friendly plants, and this year it invested in high capacity portable batteries and a battery-powered PA system to remove the need for fossil-fuelled generators at its events.
Lakeland Trails’ commitment to the community around it goes beyond preserving the environment but extends to the people within it also.
The company is set to partner with young persons’ charity, Brathay Trust, as they host what’s being billed as the ‘toughest’ road marathon in September, while they will also be hosting a Christmas Pudding Race for charitable causes in December.
“We recognise our role in the community, and we want to help and support as many businesses and people as possible.” Phil said.
With The Cumberland holding the same values, putting people first by offering tailored support and Kinder Banking solutions that prioritise the needs of its customers and communities, they were a natural fit for Lakeland Trails.
A core component of The Cumberland’s approach is offering customers the convenience of speaking directly with knowledgeable staff, either over the phone or in person at one of their local branches, ensuring personalised support and easy access to banking services.
Phil said: “Nine times out of ten, you can deal with something online. But that one time you need to speak to someone is invaluable, and The Cumberland gives you that.
“At my previous bank, you spoke to someone who wasn’t bothered or interested. But with The Cumberland, if there’s a problem you can get in touch with someone.”
Having switched accounts, Lakeland Trails is now looking to grow its national footprint as it looks to attract runners from across the country.
Phil added: “It’s important our money goes into a safe place, which is accessible and ready to use. With The Cumberland I know that if there are any issues I can speak to someone to resolve them and get it sorted.
“As we look to reach more runners across the country, having that safeguard there, with a building society which shares our values and proactively works with us, is important.”
Christine Bushby, Senior Commercial Administration Associate at The Cumberland, said: “Lakeland Trails embodies everything we stand for at The Cumberland; community, sustainability and a passion for making a difference. We are proud to support Phil and his team as they continue to inspire runners and bring people together.
“For businesses or organisations looking to set up or move a savings account, we’d encourage them to get in touch with us.”
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