Grinduro Turns 10: Celebrating a Decade of Gravel Good Times

In 2012, I took the start line of what is now known as Unbound (then Dirty Kanza), one of a little over 300 riders, it was an experience that then shaped my future in kickstarting my love for gravel riding and offering me the basis of my own business, Northern Consultancy.

How did you first get into gravel riding? What was the appeal?

My first experience of gravel as we know it now was racing gravel in the US in 2012.  I was already doing a lot of longer events, but the midwestern US gravel events took it up a notch in terms of distance.  Before that, I was with friends who had always used CX bikes to explore our local trails and minor roads, so it just felt like a continuation of that.

You’ve been involved in organising and consulting on a number of events. What are some of the key lessons you’ve learned about creating successful gravel events?

One thing we have learned is that when dealing with something still growing and developing like gravel, is everyone has their own interpretation of what it is, and events need to accommodate this (where possible). 

Especially when dealing globally with very differing outlooks and trying to apply our Grinduro event concept, for example. Geography seems to dictate how Gravel as a genre is interpreted, it’s frequently compared to the early days of mountain biking, which I love as they were amazing.  

How has your experience with other events and brands influenced the development of Grinduro?

Before the launch of my first gravel event, Dirty Reiver (2016), and beyond, I have always tried to ride a huge diversity of events globally, and I think from each experience, you take away a few lessons.  

Often, the smallest important details like the availability of showers and toilets are overlooked in favour of the more glamorous event elements, and these details are key to rider experience. We certainly don’t get it right all the time, but we are constantly trying to improve.

Grinduro is celebrating its 10th anniversary this year! Looking back, did you ever imagine it would become this global phenomenon?

Grinduro, when conceptualised, was always just to create an event space where everyone could find something appealing…racing, riding, music, socialising. We ignored the broader industry-led trends, did our own thing, and as it turned out, it was exactly what a lot of riders wanted. 

It was never imagined to be beyond its California home, but we are so happy we get to take this concept globally and meet so many good people.

From your experience, what are some of the biggest challenges and opportunities facing the gravel event industry today?  

Direction is the biggest challenge.  Not that we lack one, but we have so many.  We need to remain as open-minded as we can to where gravel might go as a genre.  We are fortunate that we, on the whole, have seen how mountain biking has gone, so there are lessons there already that have been learned.  

Ignoring if we can the challenges of most recent years, there is still huge growth in gravel as it offers on many fronts, the most accessible form of cycling to date.  Gravel doesn’t require specific terrain or even bike, so with minimal investment, you are set to explore.

Grinduro is known for being more than just a race, it’s an experience. How important is that festival atmosphere to the overall concept of Grinduro? 

The festival element is paramount and is something we would never compromise on when it comes to the event format.  It’s this that really sets us apart from other events.  

We really want the event to feel like a little holiday, and though we appreciate there are those who would love a cheaper option of just the race element, but we feel those events can be found elsewhere, and people should come to Grinduro to enjoy the full experience.

Grinduro has expanded to five locations worldwide. How do you ensure that each event retains its unique character while still maintaining the core Grinduro identity?

Developing new locations is a process.  We have a guidebook to the basics of what a Grinduro event needs to look and feel like.  Beyond this, we need to have a good working relationship with a promoter who is taking on a Grinduro.

It is important that we also acknowledge the local riding culture, and this is led by our in-country promoters.  Though we have a basic format, there is always room for creativity if we feel it benefits the rider experience.

From your perspective, how has the bike industry, particularly in the UK, responded to the rise of gravel riding? 

Unlike the advent of other genres of cycling, Gravel has been born in a time of immediacy when it comes to the transmission of information and access to an audience.  I think the UK gravel market is well developed already, second only to the US. 

The industry has been quick to capitalise on this growing sector and has been reactive to the needs of riders.   By supporting events, the industry gets a hands-on, real-world insight into the trends of gravel, and that information is critical to predicting growth and future investment.

What advice would you give to bike shops or brands looking to tap into the gravel market?

Authenticity is key.  We have been lucky enough to not only witness the advent of gravel being recognised as a genre but also to have gained the depth of experience to be trusted by brands such as Shimano to aid them in their marketing initiatives.

One thing that is always important is authenticity, so before you want to enter this market, make sure you understand it and have experienced as much as possible first-hand.

What’s next for Grinduro? 

We are just like most events coming out of a period of consolidation, as investment in our events sector has been hit hard.  We hope that marketing departments reacquaint themselves with how impactful working with events can be, and with that investment, we would love to continue to bring Grinduro to more and more varied geographies.