FEATURE


PHOTO: MILJAN ZIVKOVIC, SHUTTERSTOCK


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?


PHOTO: AITOR LAMADRID LOPEZ, SHUTTERSTOCK


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 consider using 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 Sports), 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


38 | April 2025 www.bikebiz.com


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