The brave new world of mountain biking is more burly than ever. Protect yourself before…well, you know.
The universe of possibility on a mountain bike has doubled or even tripled over the past decade. The combination of highly capable bike designs and equally aggressive trail building are conspiring to push the envelope of possibility. As riders, we have to accept the erosion of our relative ability level if we don’t keep pace. In other words, an advanced rider 10 years ago would hardly be intermediate by today’s standards — standards being set in places like British Columbia, Canada, and Park City, Utah.
For example, getting air is now par for the course…when said course is rated black diamond or above. Whether through mandatory drop-offs or kicker jumps, launching is an integral part of advanced mountain biking these days. And this carries greater risk.
Thankfully, there is also new level of protective gear including helmets, body armor, spine pads, goggles, and gloves to mitigate that risk. I took this bag of protective gear on trips to the Whistler Bike Park in B.C., and then to the Deer Valley Bike Park and Canyons Bike Park in Utah, on a mission to prop up my ability level. Here’s what I found…
Testing physical limits and a purpose-built Santa Cruz mountain bike in the world’s toughest one-day mountain bike race
“How many more miles do we have?” I ask.
I’m at the final aid station of the 2015 Park City Point-2-Point (PCP2P) mountain bike race, an off-road cycling epic unlike any other in the world.
Photo by Selective Vision
“Does 10 miles sound like a lot?” the race volunteer inquires as a response.
I think about it for a moment. This means I have about an hour to go given my pace. That is, for the past eight hours, I’ve been averaging about 9 mph. Indeed, since the race began at 7 a.m., I’ve covered 70 miles of Park City, Utah’s, finest singletrack trails, climbing and descending more than 10,000 vertical feet at elevations ranging from 7,000 to 9,100 feet above sea level.
All I have left is 10 miles, I tell myself. Just 10 more miles. You can do this, I tell myself.
The PCP2P is perhaps the most technical and physically demanding one-day mountain bike race in the world. According to race organizer Jay Burke, “The difficulty level is pushing a 10. The Leadville 100 [in Colorado] is maybe a six, but that’s only due to the high elevation.” I later confirm this comparison with riders who’ve done both.
Unlike Leadville and other events in this category, the PCP2P course is more than 90 percent singletrack trail. I can’t actually recall riding anything but singletrack, other than to cross a road from one trail to the other. Which means there are no breaks, no rest for body or mind, no sitting in the pack to recover. You are constantly on, constantly focused on the trail and its various obstacles, from roots and rocks to switchbacks and aspen trees. Descending is every bit as taxing on the body as climbing, and a hail storm while traversing Park City Ski Resort at 9,000 feet didn’t make it any easier. Then there’s the atmospheric pressure.
Everyday commuting on electric-hybrid bikes is all about the system of gear in support of the program
Bike commuting is inherently good. It’s good for the environment by reducing traffic congestion and pollution. It’s good for the body by way of exercise and good for the mind by pumping more oxygen to the brain in preparation for the workday. According to a study done by the Department of Exercise Science at the University of Georgia, even briefly exercising for 20 minutes facilitates information processing and memory functions. Nevertheless, bike commuting can be a chore. It’s not something you necessarily look forward to, especially after a hard day at work (or a hard night, as the case may be). Unless, that is, you pilot a human-electric hybrid bike, such as the Specialized Turbo I reviewed last year.
Since then, I’ve surveyed a number of people who commute on bikes like these — bikes that give you superhuman power — and the feeling is unanimous: riding to and from work is the best part of the day.
With an extra 250 watts of power in the form of a silent electric motor, the chore of bike commuting is transformed into an urban joy ride. Hills and headwinds are completely neutralized, and traffic becomes more of a feature than an obstacle. You still have to pedal. You still have to exert energy, but you can dial the effort to your liking as opposed to being at the mercy of terrain, weather, or your individual limits.
In order to fully adopt an electric-hybrid bike commuting program, though, you need a system. You need the proper gear and apparel that make it safe, sustainable, comfortable, and even fashionable. In addition to the bike itself, the following gear is my system for five-days-a-week bike commuting on the West Side of L.A.
The kits, wheels, tires, helmets and shoes that lead to victory in this year’s Tour de France.
It takes years of dedicated training — not to mention a fair measure of natural talent — to ride like a professional cyclist. To ride with professional cycling gear, however, is just a matter of swiping a credit card. In other words, the gear of the 2015 Tour de France is widely available for purchase. Here are a few key pieces, together with the victories in which they played a starring role.
MTN-Qhubeka jersey($119): I’m typically not a fan of wearing pro team kits. If I’m not actually on the team, why wear the uniform? The one exception is that of African Team MTN-Qhubeka. The nonprofit Qhubeka organization is dedicated to providing bicycles to school children in South Africa who otherwise have to walk an hour each way to school. Plus, the base kit is made by Castelli, which specializes in high-performance road threads.
Key Victory: Daniel Teklehaimanot made history on Stage 6 in becoming the first African to wear the polka dot King of the Mountains jersey.
The localization of marketing leaves other forms of marketing in the past
“I skate to where the puck is going, not where it’s been.”
Gretzky’s well-known quote is one of the most abused business clichés, but that’s because (a) business people love sports analogies and (b) it so perfectly captures the essence of vision.
Vision is the ability to connect the dots of the past and project into the future with the precision of Gretzky skating to a puck. The vision for MomentFeed in 2010 was for a platform that could handle the marketing paradigm of 2015, a paradigm that would be defined by smartphones and mobile computing.
This was ultimately the vision for a new form of marketing…for localized marketing, as discussed in Part I of this series. In Part II, we’ll review the landscape of digital marketing solutions (where the puck has been) and how localized marketing is a fundamentally different animal.
Antiquated Marketing Systems
Before exploring localized marketing more deeply, it’s important to understand the current landscape of enterprise marketing solutions. The largest category of the past 10 years is social media management solutions (SMMS). These cover paid, earned, and owned media, and they provide a range of functions from publishing (CMS) and reputation management to customer service and business intelligence. I’ll also talk about the local search and SEO spaces, which have grown and transformed in tandem with the smartphone revolution.
In the world of enterprise SMMS, there are three legacy companies: Salesforce, Oracle, and Adobe. These software giants acquired the 1.0 versions of SMMS — Buddy Media, Vitrue, and Efficient Frontier respectively — and folded them into what are now “marketing cloud” suites with a number of other disciplines including email and web analytics. As the first SMMS companies were being acquired, the 2.0 versions emerged. These were incrementally better than the first version. They had better UIs, workflow management, and other features that enabled them to capture significant market share among the Fortune 1,000.
The problem is that these 2.0 solutions are still based on the digital marketing paradigm. They’re based on a world where consumers access the internet from PCs at home or at work. They enable online marketing for the online world. Meanwhile, consumers took to the real world with their smartphones. If ever there was a paradigm shift in consumer behavior, this was it. Yet these solutions are not equipped to handle it. To borrow another business saying, they’re playing checkers while consumers have moved on to chess. Which is to say the physical world is infinitely more complex than the online world.
While a majority of social media activity happens on smartphones today, SMMS manage social channels as if consumers are still sitting at PCs. There’s no sense for local context, relevance, or the immediate offline actions that mobile facilitates. As such, there’s a disconnect in how consumers are engaging with brands and how brands are managing these relationships through these solutions. One way to know this is true is to observe the complete lack of search in these platforms. Because if a solution is built for this new paradigm — for mobile consumers — then it will naturally integrate the search function.