FEATURE
Reframing Team PHOTOS BY PETE SCULLION REFRAMING MTB: SHIFTING GEARS FOR A SUSTAINABLE FUTURE
This year, the annual Reframing MTB conference moved to Bristol, bringing together industry peers to tackle inclusivity and sustainability. We speak to organiser Dr Fiona Spotswood about the event and driving change within the cycling ecosystem. By Rebecca Bland
or the last two years, members of the mountain biking industry and community have gathered in Sheffield to discuss, broadly, how we can develop the sport we love in a sustainable and inclusive way. This year, it relocated to Bristol, with the team of Ride Bristol co-hosting and providing another excellent conference filled with plentiful ideas and important conversations between different parts of the industry. We spoke to Dr Fiona Spotswood, Associate Professor in
F
Marketing and Consumption at the University of Bristol, and part of the organisational team for this year’s Reframing MTB conference, about how the event went and what the rest of the industry can take away from it. One thing that really stood out about this year’s event – admittedly, the first one I have attended – was that it is such
16 | April 2025
a vital part of the MTB calendar. There were over 100 people from different backgrounds, from trail builders, media, brands, land owners, and more, all gathered to tackle some tough conversations around the future of our sport. The event focused on three main themes that were discussed throughout the day: creating mountain bike environments that appeal to more people, working towards a stronger mountain bike sector and promoting sustainable mountain biking.
While they might seem quite vast topics, speakers were
invited to present talks around these areas, and then attendees took part in workshop discussions. “It’s a really difficult decision identifying the topics,” added Spotswood. “Because we knew that we couldn’t have endless speakers representing every issue and every topic that’s
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