Reframing MTB

This was the second year of the reframing MTB event organised by Ride Sheffield, and supported by Komoot, Patagonia, Rapha and Ride Sheffield.

Bringing people from the industry to discuss various topics within MTB and to have actions in order to reframe mtb. Recognising that mtb is varied and needs some changes in order to reach a bigger audience - does this come from the users or the brands? It is probably a bit of both.

Social media and brands certainly portrays MTB in a specific way, sending jumps or gnarly riding, usually men, usually white. But it is changing.

The MTB industry is in a tough place, lots of excess bike stock after the success of biking during and after the pandemic a natural downturn in sales has occurred, many brands cutting back, and some businesses having to close their doors (physically or methaphorically) both small and large are being impacted.

As such a different approach is needed, to reach different audiences.

First up was Lauren from Protect our Winters UK. Discussing climate change and how as a large group of outdoor users we can harness our connection to the outdoors as a force for change.

It will impact MTB, with extreme weathers, wetter winters, wild fires etc So along activism what can we do about it?

- Plan for it. When building trails ensuring good drainage for example, but fundamentally we need to reduce emissions and there are many things we can do to help that and whilst it can feel like our small actions don't matter they all add up.

- Learn more. Protect our Winters run a carbon literacy course if you would like to learn more it is accredited by the UN-recognised Carbon Literacy Project, and it is tailored to the outdoors community. 

Next up was Adam Dayson from Workwith Studios discussing social impact marketing, inspiring change, building your brand and growing your audiences. That you can align business goals with social impact it doesn't have to be one or the other they can co-exist to support each other.

Showing some of their videos, such as Vision with Vero Sandler, and how the goals to be socially responsible and sell things to people can co-exist; that businesses can do good in the world using their influence to bring about change. Inspiring change through credible storytelling. He spoke about how MTB is not just a sport but is intersectional with lifestyle and culture, that is is broader than many realise. He shared some stats around MTB and how it is a 96% male 4% female split. Now this depends on where you get the information from. Roots and rain is a good way to look at racing ratios, and you can look at segments on Strava and number of riders down a segment and compare male to female but not everyone races, or uses Strava so stats are only really representative of a certain group of riders and may miss others. It is being aware that what you see isn't always the full picture and not making assumptions based on this.

Representing IMBA Europe , advocacy officer Hans Stoop shared their goal - to get more people onto bikes and there is a variety of ways to do that. From improving recreational infrastructure and accessibility to building suitable trails for all levels of riders. Their summit this year is in Vienna discussing urban and peri-urban riding and this year their Take care of your trails annual campaign is focused on in May. Urging people to get involved in taking care of the trails whether through formal trail association involvement or informally giving stuff a tidy up, picking up litter etc.

They have lots of useful information on their website including an advocacy toolkit and how to get involved. I hadn't heard of IMBA prior to this so it has been interesting reading about their work and learning more.

Dr Fiona Spotswood from Bristol University then shared her work on project FIAS, which stands for fostering inclusive action sport. I have been part of some of the work in particular the steering group; building the toolkit and sharing what we do at girlsALIVE. It was great to see in more detail the research that has led to project FIAS and the importance of groups such as girlsALIVE to support and encourage women into MTB and the issues and barriers that women face in MTB. Partly that many do not identify as mountain bikers as such. Due to the stereotypes around what it is to be a mountain biker. Realising that it is intersectional and diverse. This is a large and powerful group of people that simply aren't being reached by much of the MTB media/brands etc. Women are curating a new culture as they seek to find authenticy in a world of femmevertising.

It also shows just how far we have to go as the MTB world is, quite frankly, hugely misogynistic and how we need to call things out when we see them, often women don't for fear of retaliation or being singled out, which has been my experience - being told oh its just a joke, it starts with bringing awareness to it to then lead to change in how people think (hopefully!). Too much is tokenistic with little to no interest in actually getting more diverse people involved. Women often buy differently so brands need to tap into this sector creatively!

Dr Jim Cherrington was up next sharing about E-MTB (electric mtb) and disability and green exercise. Sharing his research in which they found that 30% of those with a disability use ebikes as they support accessibility for so many. Yet there is a stigma or judgement on those who use these as "cheating", particularly when its not a visible disability and how often those already face many stigmas and not treated as equal users. Yet being outdoors and in nature is often so positive in particular for mental health. Again shifting how we think shapes our actions and impact on others.

It really is as simple as don't make assumptions about people and their bodies.

Last up was Fee Wallace on closing the gender gap in trail building and empowering women to be involved in trail advocacy work. She is part of DMBINS and Aberdeenshire trail association which has many women involved in their dig days and as part of the committee. She was involved in it from the start and often this sets the tone so is seen as being more welcoming a space for women to be in. They hold women only dig days, on wkends and evenings and kids are welcome recognising the complexity for many in getting involved. How having small sized high viz jackets or womens sized items really does make a difference in feeling welcome and part of the team rather than everything being geared towards men. What is important is pathways to get involved having a community and feeling like you are contributing being asked what tasks do you want to do or have a go at rather than assuming can't do certain jobs for example.

There was then a short panel discussion with all the speakers and attendees could ask questions.

After lunch we had an update from Dave Evans from DMBINS on the uk trail project, myself and Liz ( fellow gA rider) went to his session in Peaslake in November so it was great to have an update now he has finished touring the uk. The report will come out in the summer from his sessions with emerging themes and next steps.

I went to the session on trail associations as that is something I don't know much about and I wanted to learn more. The others were on diversity and inclusion, and marketing in mtb. We discussed and looked at barriers to people helping and then in more depth on why women don't tend to get involved and tried to come up with ways to support more people getting involved. We then all came together to report back to the wider group and some key themes across all the workshops emerged:

1. Awareness

2. Communication

3. Action through collaboration - activism is hard and support is key to help push the boundaries

It was really wonderful to connect with some amazing people from social media who are also working for change such as Jasmin - co-founder of the MTB Colour Collective, Kath Goodey - chair of the trail collective North Wales and MTB guide and ex pro-racer Manon Carpenter bringing together her passions of the environment and mtb to trail advocacy. Having women in these sorts of organisations and in senior roles tends to mean more women get involved and that helps to shape the vision of what MTB is.

I came away inspired and knowing the work we do at girlsALIVE and with my fellow MTB ride volunteers is super important in reframing MTB and wanting to ensure this continues and to explore ways we can support our local trails and to be more diverse and inclusive.