Mountain Biking has an Image Problem

This piece first appeared in the April edition of BikeBiz magazine – not subscribed? Get a free subscription to BikeBiz.

Why the cycling industry needs to address how mountain biking is represented to expand its market.

Mountain biking is…

When you think about that, what springs to mind? What is mountain biking for you? What words or imagery does mountain biking conjure? It’s very personal, and for each of you, it’s likely different. 

However, when we look at the typical portrayal of mountain biking, to an outsider looking in, they likely see a very limited perspective. Even those who exist in the space, within the bubble of the industry, may see a limited view of unlimited possibilities.

Mountain biking has an image problem. And that’s a concern. It might not seem like it, but it’s potentially damaging the growth of our sport. 

Your lived experience might be very different from others. This might be a non-issue to you. It may not even be something you’ve considered before. It’s just riding bikes after all, right? Commercial aspects aside, we know what’s helped to sell bikes in the past and that has its space. But what about space for everything else?

For many, mountain biking doesn’t look accessible. Some people feel like they don’t deserve a space in the sport. That they aren’t fast enough, like they don’t have the right equipment or kit. Some people can’t afford it. We’ve perpetuated an idea that to ride mountain bikes, you need to ride at a certain level or speed to be taken seriously or be considered good enough. 

When’s the last time you saw an ad, a video or another piece of media that didn’t depict going bigger, harder, faster? And if you did, what did the comments say? 

I’ll admit that even choosing images for this article made me rethink my own bias. I looked beyond what I’m used to seeing, and instead looked for people just riding bikes. I had to correct myself that, despite what they might be riding or wearing, it doesn’t matter. They are still mountain biking. I’ve chosen a balance of what I’m used to vs what we should choose to use more of. 

There’s been an increase in research in representation and inclusivity, with topics like gender inequality in mountain biking being explored. There are also an increasing number of groups, events and people creating space for things beyond the ‘norm’, and thanks to events like Reframing MTB and projects like Project FIAS (Fostering Inclusive Action Sport), conversations around inclusivity, participation and wider responsibilities are happening more often. 

We need to make sure that people who don’t ride but are considering it, don’t find themselves looking on social media or in magazines and getting discouraged. It’s also about ensuring that those who do ride feel like they belong, even if they don’t ride a certain discipline, bike or any number of factors that might limit them from feeling like they deserve to ride. You might think back to when you started, what you might have seen and the fact that it didn’t put you off. But what about those people who fall through the cracks? The ones that don’t come back to give riding another go. As the saying goes, ‘you can’t be what you can’t see’.

What’s wrong with finding a balance and giving space to encourage wider participation? In a recent study, conducted by Shift Active Media in preparation for the Reframing MTB event, out of all participants surveyed (159, 58 of which were women), 55% of women feel that MTB is inclusive to riders of different genders, in comparison to 78% of men.  Women are clear that the industry, media and policymakers need to do more to encourage participation, with 50% of women disagreeing that the MTB industry does enough to encourage more women to get into MTB, and 53% felt the same about encouraging more participation from diverse ethnic backgrounds. On both aspects, men are split, with roughly ⅓ agreeing, disagreeing and feeling neutral on whether enough is being done. 

You might find yourself thinking, why does this matter? Gender and inclusivity aside, encouraging responsible riding is vital. Showing people respecting nature and ambling through the places we ride rarely looks particularly exciting, but the way in which we portray, market and talk about things is a shared responsibility.

We, as an industry, have the power to shape the culture of the sport. There are so many benefits to mountain biking, and by limiting the view of those, we limit ourselves. We limit our ability to apply for funding for new trails, better infrastructure, and outside investment. We are the gatekeepers to our sport and its culture. People spend money on things they care about. If you don’t see yourself represented in anything, why would you invest?

So, how do we change? It’s a challenge, and something that takes time, but by doing small, tangible things, we can all make a difference. You can’t do everything, but you can do something. Think about the language you use, the media you engage with and share, and the way you talk about riding on your social media channels. 

Think about the reason you ride. Is it for fitness, pleasure, to escape? Maybe it’s a mix of those things. Many of us appreciate the release, the chance to connect with nature, feel free and know that getting out on the bike is beneficial for our physical and mental health. 

Mountain biking is something that should be shared. I’d encourage you to look into the growing research, get involved in the building momentum, have conversations and engage in the community. Together, we can all benefit from making change.