OPINION
Claire Sharpe by Tom Gibbs
Women’s takeover day (Photo: Forestry England ©)
Only then comes the fourth gear: Activation. This is where insight becomes action. This is where content
plans, campaigns, marketing investment, event ideas, brand launches and media planning are reviewed and planned differently. Partnerships are reconsidered. Campaigns evolve. Women appear not as tokenistic additions in adverts, but are included in content - and content production - as experts, leaders, testers, coaches, adventurers and protagonists. Activation also includes supporting initiatives that drive participation and increase the market from the bottom up. Sponsoring FLINTA (female, lesbian, intersex, non-binary, trans and agender) only events, girls clubs, and women racers can all be part of driving a gender inclusive culture and boosting the future market. The objective is not simply better representation but
stronger engagement, increased participation and ultimately commercial growth. Taken together, the four gears create something that is
often missing from conversations about gender inclusion: a practical route forward. Gearing Up! is not a quick fix. It’s not about developing a
one-off campaign or adding a badge or pledge to the website. It’s a process for understanding an audience, identifying opportunities and building a business that is better aligned with where mountain biking is heading – a truly open sport.
Project FIAS Project FIAS (Fostering Inclusive Action in Sport) is a funded research and impact project based at the University of Bristol Business School. It explores how inequalities shape participation in sport, publishing peer-reviewed works with public sector, policy, and industry partners to develop practical, evidence-based tools that help create more
14 | August 2026
Dr Fiona Spotswood by Pete Scullion inclusive sports cultures and opportunities for growth.
Dr Fiona Spotswood Dr Fiona Spotswood is Associate Professor in Marketing and Consumption at the University of Bristol, where she conducts research into sport and physical activity participation, cultures of exclusion and behaviour change. She is an internationally renowned author and public speaker on gender inequality, action sports and social change, and heads up Project FIAS. She is also board member of the European Network of Outdoor Sports, Ride Bristol trail association trustee, leader of Bristol Shredders children’s mountain bike club and a qualified mountain bike guide and coach.
Claire Sharpe Claire Sharpe is a brand strategist with 15 years’ experience across micromobility, FMCG, and active travel. She heads up Studio Esker, a brand strategy and marketing consultancy specialising in the cycling and outdoor industries. She is also active on the bike, as founder of AllTerre and The Bristol Rally. She is a Level 3 MTB Guide and Coach, MTB Guide trainer, and an off-road ambassador for Canyon.
Gearing Up! Gearing Up! is free to download as a short checklist designed to drive conversations and commitment, and motivate action. For those wanting more, a full workbook is also available that can guide more in-depth internal discussions, critical assessments and organisational engagement. Scan the QR Code for more information. ●
www.bikebiz.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
