The Fostering Inclusive Action Sports (FIAS) Framework (available here) represents a pioneering effort to combat gender inequality in mountain biking, a sport traditionally characterised by masculinism and male dominance. 

Underpinned by rigorous academic research from the University of Bristol, the FIAS framework sets out a blueprint for transforming the culture of mountain biking towards great inclusivity. It is designed to inform the strategies of organisations working in mountain biking, including funders, events organisers, land owners, service providers and brands.

(NB In the Framework, the term women+ extends beyond the binary classification of biological sex, aiming to include individuals who identify as women, non-binary, and other marginalised genders).

The FIAS Framework is centered around several key areas that together constitute the culture of mountain biking.

At the heart of the Framework is the importance of local, visible and thriving communities of women+ mountain bikers through proactive effort, promotion and support:

Programs should:

• Promote inclusivity through intentional community-building efforts.
• Offer support for women+ to progress from novice riders to leadership roles in these communities.

The FIAS team have also developed a FIAS Toolkit that offers detailed support, resources and advice for women+ initiating and leading these women only communities. The toolkit is available here.

The three other parts of the Framework are ‘integration’, ‘leadership’ and ‘cultural representation’:

Integration of Women+ in Mountain Biking Culture

To transform the image of mountain biking, programmes are needed that:

• Encourage mixed-gender events and clubs to foster a culture of openness.
• Address feelings of exclusion that women+ may experience in traditionally male-dominated spaces. 

Diversifying MTB Leadership

Increasing the presence of women+ in leadership positions will help drive cultural change. Strategies should include:

• Supporting women+ in taking on roles as coaches, ride leaders, and policy-makers in the cycling community.
• Recognising and addressing the unique barriers that women+ face in becoming leaders within the sport.

 

Transforming MTB Cultural Representation

To reshape narratives around mountain biking and improve the visibility and normalisation of women+ in mountain biking, programmes should:

• Advocate for diverse representation in media and marketing, promoting stories from women+ and challenging existing stereotypes.
• Foster platforms where women+ can share their experiences in their own terms, thereby creating more relatable and inclusive content.\

Through this strategic approach, the FIAS Framework seeks to transform the culture of mountain biking into a more inclusive and welcoming environment for all participants.

The FIAS Framework was developed in collaboration with various UK and European stakeholders, including British Cycling, Forestry England, International Mountain Bike Association (IMBA), Scottish Cycling and Welsh Cycling. It was also informed by a range of community leaders and activists i.e. Individuals and groups working at grassroots levels, especially those focused on women-only and women-led mountain biking initiatives.  

There are two key resources worth sharing and getting hold of: 

The FIAS Project is led by Dr. Fiona Spotswood, Associate Professor in Marketing and Consumption at the University of Bristol Business School. For inquiries or more information about the report, she can be contacted at fiona.spotswood@bristol.ac.uk.

Read: 88 times Published: 26/01/2025