FEATURE
Reframing participants
important to us as a community. But we did want speakers who could provoke some thoughts and pose some interesting questions.”
Within the workshop sections, attendees were divided
into carefully selected groups and given a facilitator to keep discussions on track. It’s through the facilitator that notes were taken and will help to compile part of the post-event report. From an organisational side, it was certainly a success. But how useful is having these sorts of conversations to the wider industry? And how can we take the learnings from these conferences and apply them to actually help to make a difference?
“When you go to Reframing, it’s like it’s an opportunity to Dr Fiona Spotswood
www.bikebiz.com
step outside the daily, institutional, economic dynamics that we all have to pay heed to,” continued Spotswood. “And you really get to grips with things that everybody’s thinking.” “The first time I went to Reframing, I thought I was the only person in the world who cared about these different issues, and suddenly you’re there with like-minded people, and everybody’s come at it from a slightly different angle.” From a strictly media and marketing perspective, it was particularly interesting to gauge public perception towards the general image portrayed across both. While tech and gnar and high-end bikes certainly serve a purpose, the fact is that most of us are more casual riders, and we don’t book trips to Morzine every weekend. And that is something that the media and brand marketing are currently missing out on, according to Spotswood. “You can expand your customer base, whether you’re a brand, marketing in the media, or whether it’s editorial media. You can expand your customer base if you understand how to do that. It takes investment and it takes effort, but you can. “And it’s also a matter of social justice. There are so many enormous benefits to mountain biking - I wrote recently that mountain biking is like the perfect antidote to modern life, because it’s not screen-based. It’s all about social cohesion, nature connectedness, physical activity and mental relief. “There are so many benefits to it, and yet we put these massive walls up around it, and we say, ‘Get off my land. Get off my patch. It’s only for these certain people who
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