Technology and cycling culture

The online world and the cloud now have its own version of an international cycling culture and lifestyle, as apps such as Zwift, Whoosh, Rouvy and Wahoo allow cyclists around the world to easily interact and race each other from the comfort of their homes. Add to this the rise of gravel biking and those seeking off-road adventures and exploration, as people seek something different, to escape from chaotic and crazy society and world that too frequently seems to be filled with economic woes, wars and environmental destruction. Yes, joining in with the global cycling culture and finding your fix on 2-wheels can be therapeutic – both physically and mentally – adding to the changing face of the global cycling culture.

E-bikes have enabled far more people to enter our global cycling culture. Whether it’s simply a means to extend adventure, add to the adrenaline or for health reasons, E-Bikes are now a common site at trail centres and mountain venues, bringing a new cohort into the outdoors. In the main, pedal assist motors simply allow people to enjoy that aspect of cycling that adds something positive to our lives, and we all need to embrace and accept this new form of cycling culture. Festivals such as the U.K. ‘Ard Rock Endura’ at Swaledale have become the Glastonbury of off-road cycling, attracting riders from across the world, and with E-Bikes easily outnumbering traditional bikes.

No, it’s not always the big trade shows, and certainly not aesthetic and style orientated shows such as Rouleur Live that provide consumers with the best cycling shows in the world. It’s the absolute awesomeness of events such as ‘Ard Rock, Dirty Reiver (gravel), Roc d’Azure and L’Ardéchoise, a large, annual amateur cycling event held in the Ardèche department of France, and bigger than the Tour de France for participation community. These are the events that truly define our varied and simply beautiful global cycling culture. Not the fading menu of old fashioned trade shows, or the over-priced and over-inflated brand fests tucked away in cities, without even a defined cycle parking area, and which simply provides a very small and very expensive stage for the industry peacocks to show off their expensive feathers.

Modern cycling consumers want interactivity and particular vibe. EuroBike is developing this at its Frankfurt venue, but has a way to go still. Consumers want inclusion and action and bikes that can be seen to offer that adventure that so many cyclists are now seeking – at every price point. The aesthetic based trade events simply fail on every level to truly represent the average cyclist who still uses the average bike shop, and who still wants to pay a reasonable price.