INTERVIEW
Jen Price, MTB confidence and mindset coach, Mindful Routes
“This year has been all about women showing up, connecting, and riding with purpose. For the first time, my entire coaching community has been 100% women, from one-to-one sessions to group mindful rides. Many embraced coaching on the move, walking or riding outdoors, using nature as a space to think, breathe, and grow. Feedback for both one-to-one coaching and mindful rides has been humbling, with words like empowering, inspiring, encouraging, transformative and supportive repeated time and again. Each mindful ride has focused on connecting mind, body, and nature to build confidence both on and off the bike — in life as much as on the trails. 2025 has reaffirmed just how powerful it is when women come together outdoors to challenge themselves, lift each other up, and rediscover what’s possible. It’s my mission to get more women to get more out of mountain biking. Here’s to keeping that energy rolling into next year. I’m excited about, but also open to, new ideas and collaborations for 2026!”
Rich Gale, Owner, MTB Guides UK
“This year with MtbGuides has been one of the best yet. The season started strong, helped by the fantastic summer weather. Unlike last year, when it rained constantly till the end of June. This year brought long stretches of dry
trails, clear skies, and perfect riding conditions. One of the most rewarding parts of the year has been the number of returning customers. Seeing familiar faces coming back for more rides shows that we are good value and provide quality days out for our clients. Word of mouth has been powerful, too. Our reviews have been overwhelmingly positive, and each one feels like confirmation that we’re doing things right. Overall, it’s been a year of progress, great adventures, and real connection with riders. I’m already excited for next season.”
Paul-Antoine Girard, Co-Founder & CEO of Vekta
“2025 was a landmark year for Vekta. We launched officially, partnering with some of the most respected WorldTour teams, including Jayco AlUla, FDJ SUEZ and Arkéa. That early trust from elite coaches and athletes pushed us to iterate fast, building a platform shaped by those at the top of the sport. We also closed a major funding round backed by legendary riders, whose belief in our mission has been incredibly validating. The endurance market is evolving fast, with more coaches and athletes looking for tools that cut through complexity and give a clearer view of performance. Vekta is stepping into that gap. As we head into 2026, we’re not slowing down, with new WorldTour partnerships on the way and major expansion plans into running and triathlon. The appetite for innovation is strong, and the opportunity to reshape performance coaching has never been more exciting. We’re just getting started.”
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James Dando, Business Director, Shift Active Media
“SHIFT has continued to see a return to far more positive trading for many clients through the second half of 2025, with lots of them turning to data to guide strategic decisions. After a couple of years of uncertainty and market fluctuation that most have experienced, I think the industry is recognising the value of market intelligence (as opposed to guesswork) to drive smarter business decisions. Now, more than ever, businesses appear to be seeking clarity to understand what’s really happening in their area of the market, how consumer behaviour is changing, and where opportunities for growth exist. And, as an industry, we seem to be adopting and embracing data and insight-based strategy—which is helping protect business, while also identifying new paths for commercial progress where possible.”
December 2025 | 15
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