Muslim Hikers on Building an Inclusive Outdoor Community – One Step at a Time

Athlete and adventurer Haroon Mota constantly pushes his limits, conquering marathons and scaling mountains with relentless energy. His passion for physical challenges matches his drive to inspire and empower others — particularly within the Muslim community — to immerse themselves in nature.

This commitment to tackling underrepresentation within outdoor settings led him to create Muslim Hikers, an Instagram account launched during the pandemic that has since evolved into a global community of highly engaged walking enthusiasts.

From online to IRL locations

Muslim Hikers was born in September 2020, sparking a movement that has resonated with thousands. But it wasn’t only about exploring the great outdoors. A long-time hiking enthusiast, Haroon had noticed an absence of diversity in natural settings, even in his multicultural home city of Coventry. “I wanted to address underrepresentation and promote confidence in the outdoors,” he says.

In July 2021, the fast-growing community had an opportunity to get together in real life, with 80 tickets for a hike up Snowdon selling out in hours. “It happened organically and naturally,” Haroon reflects, “demonstrating the demand for inclusive walks like ours.”

Top tip: Create demand by identifying gaps in your attendees’ experiences and crafting events that meet those unmet needs.

That demand has even gone international, with people travelling from all over to join an event – such as the woman from Stockholm, Sweden, who came across the Muslim Hikers’ Facebook page, flew to Manchester with her dad, and arranged a lift to Wales through the event’s WhatsApp group.

As well as uniting walkers worldwide, romance has blossomed among some ramblers. “We recently had our first Muslim Hikers marriage, and I think that’s just something beautiful,” says Haroon.

Creating accessible and inclusive events

A crucial part of Muslim Hikers’ success is Haroon’s ability to make attendees feel comfortable every step of the way. “Organisation is important. We need to manage expectations and help people prepare — that requires clear communication beforehand.”

This includes an informative welcome email and reminders outlining necessary equipment, arrival times, and safety tips, as well as a dedicated WhatsApp group for each event that connects attendees looking for transportation.

“Many people don’t drive, so without the help of others driving from their town or city to an event, they might not be able to attend,” Haroon explains.

Top tip: Minimise logistical hurdles and support attendees facing barriers due to transportation, costs, or other challenges.

An emphasis on safety puts newcomers at ease. “At the start of each event, I ask people to put up their hands if it’s their first time. This dispels any anxieties newbies might have about being the only ones. We see a lot of repeat attendees, but because the overwhelming majority of hands that go up are new people, it tells me that more and more people are getting outside and having the opportunity to book tickets.”

Muslim Hikers organised 27 events that engaged around 3,500 people in 2023. And they are only getting bigger.

Inclusivity is something else Haroon is keen to champion. “We don’t ask questions about people’s faith on registration because anyone can join,” he says, and this warm welcome is made explicit on social accounts through explainer interviews with non-Muslim guests with a clear FAQ-style title ‘I’m not a Muslim, can I join an event?’.

“We also have about 70% female participation, something we truly value, and our social media celebrates that, too,” he adds.

Leveraging social media for growth

Social media has proved to be a powerful tool for Muslim Hikers for telling dynamic and authentic stories that extend beyond the events themselves. “It’s not just posting an update – you want to show the real vibe of event day, to showcase the real experience. If our mission is to tackle underrepresentation, normalise the outdoors, and create role models, we must be in these spaces,” he explains.

Each platform serves a unique purpose. Instagram captures the energy of the hikes with vibrant visuals, TikTok is great for discovery and engages younger audiences, and X connects with media and industry influencers.

Top tip: Social media is not just for event promotion but for building an engaged community and driving brand recognition. Haroon notes that “no one message is the same for every platform”, so tailor content for each to engage different audiences.

Building a nonprofit brand

As the founder of a nonprofit, Haroon faces the constant challenge of limited resources. Yet, his ability to balance the operational demands of running large-scale events with maintaining a strong social media presence has influenced Muslim Hikers’ rapid growth.

“It can be difficult,” Haroon explains. “I’m often hiking, and at the same time, I’m tweeting, uploading videos to TikTok, or posting Instagram Stories.”

With a team of volunteers supporting logistics on event days and a small pool of freelancers contracted for specialised roles, such as guiding and photography, Haroon has achieved a lot with very little.

Haroon has built a reputable brand that’s established an authentic connection with the communities it serves. “We hold ourselves to high standards, and people recognise that,” says Haroon. “It’s all part of our brand, ensuring we deliver a professional service and, at the same time, being incredibly inclusive and very welcoming. Sometimes, it’s just doing simple things, but doing them well – whether that’s our communication or having clear refund policies.”

Top tip: Haroon believes his long-standing involvement in promoting fitness and outdoor activities has helped elevate Muslim Hikers’ credibility. Consider how your personal branding and network can contribute to your event’s success.

Expanding reach through collaborations

Partnerships with The North Face, the National Trust, and the Youth Hostel Association (YHA) have boosted visibility and engagement, helping introduce new communities to the outdoors. Plus, they’ve resulted in some genuinely useful merchandise — like when Muslim Hikers teamed up with Adidas TERREX and Wiggle Sports on a waterproof outdoor prayer mat.

“In all honesty, I don’t recall any collaboration from outreach. It’s all come to us,” says the confessed serial networker. “I’m always seeking opportunities, whether it’s attending expos and events hoping I can have conversations or adding people on LinkedIn who could potentially be interested in us, and in doing so, showcase our events.”

Top tip: Partnerships can expand an event’s scope and reach, but collaborations should be natural extensions of your brand and its mission. 

And it’s not just brand partnerships where Haroon and the team are reaching new heights.

A Muslim Hikers group recently submitted Morocco’s Mount Toubkal, the highest peak in North Africa, as part of the organisation’s first international trip. Earlier this year, Muslim Hikers recently hosted 120 people for its first-ever residential event in the Peak District, “which gave us time for feasting, reflection and prayers”.

And as Haroon speaks of scoping out new family-friendly routes with his wife and children – his youngest in a baby carrier – it’s clear everyone of all ages will continue to have the opportunity to conquer many more miles, together.

Original article posted on Eventbrite at https://www.eventbrite.co.uk/blog/muslim-hikers/.