OPINION
PHOTO BY JOBY NEWSON
them. From the World Cups to backyard grassroots mountain bike events, taking young people offroad for the first time to working with some of the sport’s elite riders - we believe mountain biking can be not just a force for good, but a world- leading industry where excellence and environmentalism could go hand in hand. And what’s exciting is that ‘could’ is actually already happening. At TFT we’re really proud to work with some of the biggest names in the industry, who are modelling that environmental care goes hand in hand with good business. (Big up Trek Bikes, Bosch eBike Systems, Orbea and our other programme partners) These are brands who, through us, are giving back 365 days a year to the places that positively enhance their work.
Many others give back by supporting trail collectives, enabling more young people to experience the joys of riding, and contributing to increasing access across the sport. Countless bike brands are doing the work, giving back what they can, supporting trail protection and enhancement - all within a hostile economic climate. We’re fortunate as a not-for-profit supported by many
across the sector to see, firsthand, so much of this work happen. But we can’t help but notice that the environmental action the mountain bike sector is supporting doesn’t seem to be getting much airtime - even here on BikeBiz, no other articles have been published in 2026 that use the word ‘sustainability’ or ‘environment’. Why aren’t we talking about mountain biking as a world- leading industry in environmental protection and care? We could link this back to broader cultural and social shifts
- environmentalism broadly is experiencing a waning in public interest and engagement, as the challenges being faced by many overtake its importance in our day to day. But mountain biking is incredibly reliant on the wellbeing of our trails - and as riders, we’re first to feel the effects of high levels of single-use pollution, or the closure of our favourite
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trails due to wildfires. I believe many would love to not only learn more about the action their favourite brands are taking to protect and enhance these places, but also learn from them. Perhaps concern is around brand credibility - what would happen if the culture of high risk, high reward was swapped out for something slower and more considered? Would environmental responsibility risk the reputation of mountain biking? We don’t think so. Downhill World Cup winner Hattie Harndern finished her victory weekend in Les Gets with a trail clean. We’ve been down in the dirt clearing pump tracks of rubbish with Reece Wilson and Joe Breeden. These are some of the best in our sport - for them, environmental action isn’t an afterthought, but something they want to showcase, talk about, and advocate for. Our trails need us more than ever, but they are the
uncredited character in the story of mountain biking - and we believe that needs to change. We want to see more brands and businesses putting their environmental work at the front, celebrating their efforts and modelling responsible riding to their customers. Shouting about the trail building collective they supported, the trail clean-up they did on their volunteer day, the new, more sustainable material they have introduced. Riders really care, and they’ll care more if they see more brands they love giving back to their trails. So much incredible action is already underway. If we talked about it more, imagine the change we could create. Not just in our industry - but beyond it too. Imagine if other sectors that profit from nature saw how we keep our house, and thought ‘wow, look what we could do.’? We could catalyse a transformation of how the entire outdoor sport sector could talk about its work - as being for, with and alongside nature, rather than extracting from it.
Mountain biking is one of the most inspiring communities
there is. But we shouldn’t forget who the true main character is - our trails, these wild places, and where they take us.
October 2026 | 25
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