Cultures of Mountain Biking Seminar Series - February 2025

In the latest CoMTB seminar, we hear about the Indigenous Mountain Bike Project (Aus) and Transformative Marketing in MTB (UK).

In the latest offering from the CoMTB seminar series, presentations focus on the role of mountain biking in addressing discrimination, inequality and injustice in contemporary societies. Via two focused and collaborative case studies from the UK and Australia, we learn about the power of mountain biking in bringing about transformative and long-lasting change.

Fiona Spotswood - 'Sisters of Shred': Why women-only communities in mountain biking won’t solve anything.

Dr Fiona Spotswood is Associate Professor in Marketing and Consumption at Bristol University Business School. She specialises in understanding and addressing gender inequality in sport and physical activity, focusing both on its consumption and marketing. She leads Project FIAS (Fostering Inclusive Action Sports), which is a research, evidence, insight and impact project designed to understand and address gender inequality in mountain biking and other action sports. The FIAS Framework has been adopted by national organisations including Beicio Cymru and Forestry England in the UK, and has been used to frame national marketing programmes for mountain biking tourism across Europe. Fiona will explore some of the research underpinning project FIAS, focusing on women’s navigation of the masculine culture of mountain biking, connecting industry, policy, community with individual experiences, all in the shadow of sport’s gendered history

Jai Cooper - Indigenous MTB with ‘Team Dunghutti’ in New South Wales (Australia)

Based in Awabakal Country (Newcastle, Australia), Jai Cooper has a PhD in Sociology/Anthropology and is a Consultant for the University of Newcastle’s Institute for Regional Futures. Jai’s research focus is regional development. ‘Cycletopia in the Sticks’ used mobile methods to explore the visions of cycling advocates in regional New South Wales. Dual suspension and cleats have helped Jai adapt to physical impairment. Jai also uses mountain bikes for generating innovative course video content. Jai was central to the (2009) conception of the indigenous mountain bike program ‘MTB Team Dunghutti’ and was a (2016) senate candidate for the Australian Cyclists Party.

For details of past events and research presentations, visit our YouTube channel at www.youtube.com/@CoMTB_Research

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