About Us

About Local Trails

It began with one simple idea: give people a reason to visit local businesses.

The idea took shape when two long-time Hove locals, J.J. Baiden Amissah and Mia Douglas, combined their skills in digital innovation, community engagement, storytelling, and social media to create something genuinely local. The result was the Hove Christmas Trail; a festive digital experience designed to celebrate local streets, bring people together, and drive footfall to independent businesses at one of the most important times of the year. It proved the concept worked. A few months later ‘The Easter Trail’ showed it could grow. Today, communities can now run digital trails that create real footfall, real engagement, and real local impact. Whether it’s a seasonal campaign or a one-off activation, Local Trails adapts to the place, people, and purpose.

Our Mission

To help local businesses and communities thrive by turning discovery into action. We believe supporting local should be simple, rewarding, and part of everyday life; not something people have to be persuaded to do. When people are given a reason to explore, they will and when they do, local places benefit.

Our Vision

A future where supporting local is built into everyday life. Our vision is to see Local Trails used year-round across towns, neighbourhoods, and cities. Not just as one-off campaigns, but as a trusted way to strengthen local economies, connect people to the places around them and celebrate our unique communities.

Digital Maps. Real Visits. Shared Rewards

What we do

Local Trails can be used for:

Seasonal events (Christmas, Easter, summer trails)
Local shopping and “support local” campaigns
Community engagement projects
Brand discovery and promotional maps
Council, BID, and town-centre initiatives
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Why Local Trails works

We focus on outcomes, not gimmicks.

No apps or barriers – anyone with a phone can take part
Built for real places – designed to drive in-person visits
Proven locally – tested through live community campaigns
Flexible and scalable – from one street to an entire town
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Built for communities. Designed to deliver results.

Local Trails works with:

Local authorities and councils
BIDs and town-centre groups
Brands and event organisers
Community-led projects
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Our Team

Meet Our Team

The dedicated professionals behind our service

2+

J.J. Baiden-Amissah

J.J. Baiden-Amissah

Co-Founder & Digital Solutions Consultant

Digital consultant and community leader using technology to drive positive change.

Mia Douglas

Mia Douglas

Co-Founder & Social Media Consultant

Content creator | Visual storytelling

FAQ

Frequently Asked Questions

Find answers to common questions.

What is Local Trails?

Local Trails creates interactive digital trails and maps that encourage people to explore towns, neighbourhoods, and events while supporting local businesses. Our trails are designed to increase footfall, engagement, and community participation.

How do Local Trails work?

Local Trails use mobile-friendly digital maps accessed via QR codes or links. Users follow a trail on their phone, visit participating locations, unlock offers or clues, and sometimes enter prize draws — all without downloading an app.

Who are Local Trails designed for?

Local Trails are ideal for independent businesses, local communities, town centres, BIDs, event organisers, and festivals. Anyone looking to promote local discovery and boost engagement can benefit.

Do businesses need special equipment to join a Local Trail?

No special equipment is required. Businesses simply display a QR code or take part in simple digital check-ins that work on any smartphone.

Can Local Trails be customised for events or seasons?

Yes. Local Trails can be fully customised for seasonal campaigns like Christmas or Easter, as well as food trails, brand activations, charity campaigns, festivals, and year-round local discovery.

How do I start or join a Local Trail?

Businesses can join existing trails or work with us to launch a new trail for their area or event. We help design and manage the trail to suit your goals and community.