INTERVIEW
option of just the race element, but we feel those events can be found elsewhere and people should come to Grinduro to enjoy the full experience.
Grinduro has expanded to five locations worldwide. How do you ensure that each event retains its unique character while still maintaining the core Grinduro identity? Developing new locations is a process. We have a guidebook to the basics of what a Grinduro event needs to look and feel like. Beyond this, we need to have a good working relationship with a promoter who is taking on a Grinduro. It is important that we also acknowledge the local riding culture and this is led by our in-country promoters. Though we have a basic format there is always room for creativity if we feel it benefits the rider experience.
From your perspective, how has the bike industry, particularly in the UK, responded to the rise of gravel riding? Unlike the advent of other genres of cycling, Gravel has been
birthed in a time of immediacy when it comes to transmission of information and access to an audience. I think the UK gravel market is well developed already, second only to the US. The industry has been quick to capitalise on this growing
sector and has been reactive to the needs of riders. By supporting events the industry gets a hands-on, real-world insight into the trends of gravel and that information is critical to predicting growth and future investment.
What advice would you give to bike shops or brands looking to tap into the gravel market? Authenticity is key. We have been lucky enough to not only witness the advent of gravel being recognised as a genre but also to have gained the depth of experience to be trusted by brands such as Shimano to aid them in their marketing initiatives. One thing that is always important is authenticity so before you want to enter this market make sure you understand it and have experienced as much as possible first-hand.
What’s next for Grinduro? We are just like most events coming out of a period of consolidation as investment in our events sector has been hit hard. We hope that marketing departments reacquaint themselves with how impactful working with events can be and with that investment, we would love to continue to bring Grinduro to more and more varied geographies.
38 | March 2025
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
