The Project FIAS team are pleased to share a new publication; The emergence of new mountain biking media practices: toward a culture of inclusive mountain biking. 

Research context:

Only 20% of mountain bikers in the UK are women. Despite their potential to foster more inclusive spaces than mainstream sports, action sports, such as mountain biking, can be exclusive, tend to be male-dominated and ​contribute to the ​masculine culture of sport. The media plays a central role in how participants of sports form shared understandings and identities about their membership and is considered a ‘membership document’ in action sports. Therefore, we explore how the anchoring practices of mountain biking media production shape women’s engagement with mountain biking and how women mountain bikers enact media practices.

Listen to this podcast for a simple discussion of the key findings: 

 

Read the full journal article here The emergence of new mountain biking media practices: toward a culture of inclusive mountain biking

Research questions:

• How are women represented in mountain biking media?
• What media practices do women enact?
• What is needed to support the evolution of mountain biking culture towards better gender equality?​

Methods:

• Interviews/focus groups with women who mountain bike. Participants varied in socio-economic background, age,  ability, length of time mountain biking etc.
• A content analysis of 2 online publications to explore how women are represented in mountain biking media.

Key findings:

• Published mountain biking media includes a more tangible effort to represent, appeal to, and attract women.
• However, the media continues to anchor male authority and reinforce the hypermasculine culture of mountain biking through pervasive gender imbalance and male dominant tone.
• Women play an active role in rejecting and curating a new culture of inclusion in mountain biking through social and digital media.
• We warn against relying entirely on social media-led grassroots cultural transformation given its limitations for recruiting new participants outside the algorithm.
• Meaningful change toward gender justice in mountain biking and other action sports will require integrated effort and the support of organizations with power, reach and influence.

We are very pleased to share that the Project FIAS Framework and Toolkit are available via the IWG Insight Hub.

The IWG Women & Girls Insight Hub, launched by the International Working Group on Women & Sport (IWG), is a global online platform for sharing successful strategies and initiatives to empower and advance women and girls in sport and physical activity. The Hub offers a world-leading collection of research, case studies, and toolkits, all aimed at advancing opportunities for women and girls in sports and physical activities.

The Hub builds on IWG’s longstanding mission, which includes the Brighton plus Helsinki Declaration, to foster gender equality in sports, supporting leaders, coaches, organisations, and advocates across its network.

The FIAS Framework is designed to tackle persistent gender inequality in mountain biking (MTB) through cultural transformation. It is designed to underpin the strategic focus of key policy organisations in mountain biking. A set of resources are available to help organisations explore, through co-creation, what the FIAS Framework means for them.

For more details on the Project FIAS Framework, see here The FIAS (Fostering Inclusive Action Sports) Framework • IWG Women & Sport Insight Hub (iwginsighthub.org)

The FIAS Toolkit builds on the FIAS Framework, and particularly its central focus on community. It is underpinned by rigorous academic research and has been co-created with a wide range of mountain bike-focussed women+ community organisations across the UK. It is full of resources and insight designed to support the initiation and growth of women+ only mountain biking communities, which are a core part of cultural transformation in the sport.

For more details on the Toolkit, see here The FIAS (Fostering Inclusive Action Sports) Toolkit • IWG Women & Sport Insight Hub (iwginsighthub.org)

By Emma Frazer, PhD Hispanic, Portuguese and Latin American Studies candidate, School of Modern Languages – Emma Frazer tells us about her summer internship working on Project FIAS with Professor Martin Hurcombe and Associate Professor Fiona Spotswood. 

Over the summer of 2024, I conducted a six-week PGR internship with Professor Martin Hurcombe and Associate Professor Fiona Spotswood. I had previously assisted them with an event called Game On, which involved a documentary-screening and academic discussion group on women’s sports. This internship provided me with the opportunity to continue working with them. They have created a framework that works on Fostering Inclusivity in Action Sports (FIAS), with a focus on women in mountain biking.

(L-R) Associate Professor Fiona Spotswood chairs a panel discussion with Sue Anstiss MBE, Aneela McKenna (Mòr Diversity), Aoife Glass, Zoe Woodman and Professor Jean Williams.

My PhD is researching the ways in which playing football empowers women beyond the pitch, exploring the cases of Buenos Aires and Rio de Janeiro, where I conducted my ethnographic research. The FIAS project has also used ethnographic research, and is again exploring women in sports, but it is further along than my own research, which means it has provided me with a really useful insight into how my work could develop in the future.

In particular, during my internship, the FIAS project has been at the stage of working on impact and dissemination by exploring case studies and reaching out to wider audiences. They have been experimenting with different ways to present their findings within the mountain biking community and beyond, including sporting institutions, stakeholders and policy-makers. It has been invaluable to learn how projects can progress from the research stage and be disseminated to a wider audience, beyond academic circles, and how the impact of that can begin to be measured too.

You can view a summary of the framework here FIAS_Framework_Snapshot_002-1

My internship began with me working with their framework in the form of editing a presentation, as well as a short and long framework. By presenting their work in different formats of different lengths, I was able to see how the work can be adapted depending on the audience and the objective, with varying amounts of detail included. It also showed me the importance of strong, cohesive messaging, as well as clear, actionable goals. From there I developed a two-pager document myself for the project, which can be disseminated to organisations and stakeholders, but which can also be used as a policy brief.

Following the two-pager, I wrote up case studies of different women’s mountain biking organisations who have used the framework. This was a useful process as it showed me how I might include the case studies from my own ethnographic research within my PhD, as well as how they can be presented in the future dissemination of my work.

Finally, I was involved in the marketing strategy for how to effectively reach different audiences with the framework. Having done some research, it was clear that direct messaging to members of different mountain biking and action sports organisations would be the most effective method. These can range from local groups, such as Women Ride Bristol, to cycling institutions, such as British Cycling. I then reached out through various groups to pass on the framework.

As a result of the internship, I have been able to learn the dissemination process of academic work to a wider audience, as well as how to provide the tools so that the research can have an impact in the real world, and how to measure any impact it might have.

Emma Frazer is a PhD Latin American Studies candidate with research interests in Latin America, sports, gender, empowerment, and ethnographic fieldwork. To read more about the FIAS project with Professor Martin Hurcombe and Associate Professor Fiona Spotswood, including the recently launched toolkit and framework, visit the project website and Instagram. To read more PGR summer internship projects, visit ArtsMatter.

 

Project FIAS, a University of Bristol research and impact project, is pleased to announce the launch of the FIAS Toolkit: Supporting thriving women+ mountain biking communities. The launch took the form of a community mountain bike ride with various groups taking to the trails in Bristol, including women+ only groups. 

Project FIAS is committed to understanding and addressing gender inequality in mountain biking. The project takes a macro sociocultural change approach to tackling gender inequality, and has ‘community building’ at its heart, reflecting the need to support thriving communities of women+ mountain bikers as a stepping stone to more diverse and inclusive sports cultures. The FIAS Policy Framework (available for free here) has been used to work with policy stakeholders to map existing practice and shape future programmes of activity designed to inform gender transformative strategies.  

 

The FIAS Toolkit builds on the Framework, and particularly its central focus on community. It is underpinned by rigorous academic research and has been co-created with a wide range of community organisations across the UK, e.g. New Forest Off Road Club, Off Root, Colour Collective. The Toolkit is free to download. It is full of resources and insight designed to support the initiation and growth of women+ only mountain biking communities. The FIAS Toolkit provides guidance on the following areas: 

1. Planning and initiating: how to get things off the ground. 
2. Recruiting and diversifying: how to reach the women+ you’d like to reach.
3. Ensuring a positive experience: how to get the vibe right on every ride.
4. Retaining and sustaining: how to ensure your community thrives and grows. 

The Toolkit includes case studies, examples and links to further resources. It will be helpful for any women+ MTB community no matter what their vision is. 

The launch kicked off with a workshop with the FIAS steering group on Friday evening, which includes some of the leading advocates of and change makers in action sports: Sue Barrett, New Forest Off Road Club & Adventure Queens; Claire Bennett, Hope Technology and Hope WMN; Kath Goodey, RideHigh MTB & Trail Collective North Wales; Aneela McKenna, Mòr Diversity; Jo Lee-Morris, Pro Ride MTB Coaching & Infinite Pathways; Josie West, She Flies; Zoë Woodman girlsALIVE.  

The FIAS Project steering group and research team. From left to right: Professor Martin Hurcombe, Claire Bennet, Sue Barrett, Kath Goodey, Aneela McKenna, Josie West, Fiona Spotswood, Jo Lee-Morris, Zoë Woodman (with Business School research support staff Clara Oldfield and Hannah Dow). 

We took the opportunity to reflect and celebrate all the accomplishments of the project so far for Project FIAS. This includes podcasts, news articles, policy outputs, radio interviews, public engagement events, stakeholder workshops, FIAS workshops, academic conferences and academic journal articles. We also shared all the exciting activities to come, including our work with Fusion Media, with Our Media, Forest of Dean Cycling Centre and Beicio Cymru (Welsh Cycling). 

A big thank you to everyone who attended the launch!  

On Saturday 5th October we celebrated the launch of the FIAS Toolkit with an Autumn Celebration Ride from Pedal Progression in Ashton Court, in partnership with Ride Bristol, the local Trail Association that maintains Bristol’s trail network and supports community building activity in the city. The event attracted 80 riders and visitors from across the UK working in cycling community development, advocacy and policy. There were mountain bikers of varying ages, genders and abilities, including new riders trying mountain biking for the first time. 6 groups heading out on the trails, including three for women+ only.  

Dr Fiona Spotswood lead one of the groups at the launch 

The FIAS Project steering group and research team joined the launch. From left to right: Claire Bennett, Maria Moxey, Sue Barrett, Josie West, Jo Lee-Morris, Aneela McKenna, Kath Goodey 

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To download the toolkit, follow the link here FIAS Toolkit available from Bristol or using the QR code above. 

To find out more about Project FIAS, the FIAS Framework and FIAS Toolkit, please contact Fiona Spotswood (fiona.spotswood@bristol.ac.uk) or Martin Hurcombe (m.j.hurcombe@bristol.ac.uk)   

To see the Project FIAS blog, including photographs of the steering group, click here 

With thanks to our Project Partners: 

We can’t wait until the 5th October – the big Autumn celebration ride that will also see the launch of the FIAS Toolkit. Come along for a ride, a free coffee and pastry and to meet the FIAS Superstars. These amazing women have guided the work of Project FIAS and they are coming to Bristol for the launch. They are all inspirational leaders in sport – community drivers, industry drivers and culture shapers. We have been so proud to work with them.

MEET:

ANEELA – Founder of Mòr Diversity, Co-founder of FNY Collective, MissAdventures and the Colour Collective. Aneela is a mountain bike guide and coach and is passionate about equality, diversity, inclusion (EDI) and wellbeing. She works with a huge range of organisations on shifting mountain biking, including the UCI and British Cycling.

CLAIRE – Former outdoor instructor turned office bod! Claire works for Hope Technology Ltd in sales and events and heads up Hope WMN. Hope WMN is about celebrating women who ride bikes. They run women-led guided rides, talks, provide support to projects & events, publish informative blog posts and support brand ambassadors.

JO – Jo is co-owner of Pro Ride Mountain bike coaching and is passionate about women’s health – working in the field for 10 years. Jo is passionate about supporting more women to get involved in action sports and has decades of experience building and supporting communities of women in sport.

JOSIE – Josie is the Founder of She Flies Extreme Sports, a social enterprise encouraging women in kitesurfing – to ‘screw perfect and be courageous’. Josie straddles the corporate world as a Tech Executive with a passion for salt water and board sports.

KATH – An ex-pro climber, Kath has been riding bikes on the hills and mountains of North Wales since the early 2000s. She is owner and chief adventure creator at RideHigh MTB and Chair of Trail Collective North Wales. Kath’s mission is to not only get more women out on bikes but to get them more involved in the wonderful world of trail building. She is a mentor to many, and inspiration to all.

SUE – Sue is The Adventure Queen Mother. She is a ride leader for New Forest Off Road Club and member of Adventure Queens. She is wise and passionate about the outdoors and in supporting others to get active outside.

ZOË – Zoë and her family are all mountain biking heroes and inspirations to mountain bikers of all ages. Zoë is also a charity coordinator and ride volunteer for girlsALIVE in Surrey. She is hugely passionate about women in MTB and committed to shifting the culture now and in the future.

Join us in Bristol on 5th October for a ride to celebrate the launch of the FIAS Toolkit.

What is the FIAS Toolkit?

The FIAS Toolkit: Supporting thriving women+ mountain biking communities. The toolkit follows the FIAS Framework, which is designed to guide sports policy institutions in shaping their programmes and priorities to support activities that foster a cultural shift in mountain biking towards better gender equality and inclusivity. The Framework has ‘COMMUNITY’ at its core, based on our extensive research that illuminates the central role the women+ communities play in shifting the culture of mountain biking, and fostering positive experiences among women+.

The FIAS team have therefore, developed the toolkit to support women+ who want to set up a mountain biking community and women+ who already lead a community. It brings together the collective wisdom of mountain biking communities across the UK and provides guidance on the following areas:

1. Planning and initiating: how to get things off the ground.
2. Recruiting and diversifying: how to reach the women+ you’d like to reach.
3. Ensuring a positive experience: how to get the vibe right on every ride.
4. Retaining and sustaining: how to ensure your community thrives and grows.

Why are we holding the event and who is invited?

We are inviting ALL mountain bikers to come together to celebrate community in mountain biking, and the ways that women+ only communities can foster positive, joyful experiences for women+. We are celebrating the community catalysts, the new riders, and the supporters and allies who help mountain biking grow, thrive and evolve.

When and where is the event?

The event will be held on 5th October at Ashton Court in Bristol – a group ride followed by pastries and coffee. We will meet at 9am and ride from 9.30am.

The ride will be hosted by Ride Bristol, Bristol’s Trail Association who build and maintain Bristol’s amazing network of mountain bike trails. They have a mission to support community in mountain biking and run a monthly women’s ride: Women Ride Bristol. The women’s ride will be the main focus of the event, and there will be mixed group rides as well, so everyone is welcome to join one of the many led groups going out that morning.

A photographer and videographer from the University of Bristol will be at the event to capture the excitement, connection and joy that comes from mountain biking community rides.

We hope to see you there!

To find out more about the launch event, and the FIAS project, please get in touch with project lead, Fiona Spotswood Fiona.Spotswood@Bristol.ac.uk.

 

Project FIAS is working with Fusion Media, to develop a ‘Transformative Marketing Framework’ for the mountain biking industry. The framework will be co-created and will build on existing examples of best practice to help the industry to become more inclusive and move towards gender equality.

We want to hear from women in the mountain biking marketplace to help us to understand the untapped economic market potential of women’s mountain biking. We want to hear examples of best practice – anything from events, sponsorship, holidays, to product sales…

The Framework will be launched at the Kendal Mountain Festival in November 24!

Please email Fiona.Spotswood@Bristol.ac.uk for more details.

The FIAS team has just returned from delivering a FIAS research and Framework workshop with Scottish Cycling and DimBins, up in beautiful Glentress. After a flurry of travel and presentations, this trip concludes our FIAS Roadshow.

We would like to extend a huge thank you to our partner organisations; Forestry England, Welsh Cycling, British Cycling, DimBins and IMBA for working with us on the development of the FIAS Framework. We have stayed close to these partners throughout the project, and to an extensive range of stakeholders from industry and policy throughout the wider project. We have been guided through their questions, ambitions and input. The workshops have given us a chance to explore the potential impact the FIAS Framework might make on the gendered nature of mountain biking, and it has galvanised important conversations about a fairer, more inclusive future for the sport. We have been consistently encouraged by the engagement and excitement that has taken place at the workshops, and by the commitment and energy of participants. Now the real work begins as organisations, business and regions set to work shifting programmes of activity around the four Framework areas. We can’t wait to see what happens next.

Now that we’ve completed our final workshop, we will be sending out a feedback form for attendees so we can stay in touch and you can tell us how you are changing your practice to help shift the culture of mountain biking.

Finally, we would like to assure you that the FIAS project is not over. We are working on a number of important aligned projects that range from embedding the Framework into specific organisations, and developing related toolkits for specific audiences. Particularly, we are developing a Women+’s Mountain Biking Community Building Toolkit, expertly guided by our amazing steering group. That toolkit will be launched in Bristol on October 5^th and everyone is welcome to come down for a celebratory ride and to meet our team. Keep an eye on our blog and Instagram page for details and stay in touch to find out more about the work we’re doing to help foster inclusivity in mountain biking.

 

Our work on project FIAS has been cited in a thought-provoking article by Bike Radar. The article discusses the need to shift the culture of mountain biking to make it more inclusive for women and highlights important topics such as;

• The need for more women in leadership positions within the industry
• The role that stakeholders can play in championing female participation in cycling
• That women feel disconnected from mainstream mountain biking culture, prompting them to start creating their own
• The need for continued effort to help shift culture

The article includes voices from those leading the way in this area, including organisations such as Zwift, Limitlass and the Uplift mentor programme. See the full article here Women’s cycling is growing in popularity, but how can participation be improved? | BikeRadar

 

Project FIAS have been busy with our roadshow workshops with some of our partner organisations; Forestry England, Welsh Cycling and British Cycling. We explored how the FIAS Framework can be embedded within these organisations to help foster gender inclusivity in mountain biking. A Big thank you to everyone who has attended and contributed to the workshops. We’re encouraged by the passion and excitement to contribute towards a culture change, to help shift perceptions, and ultimately, to make mountain biking a more inclusive space for women+.

The Project FIAS team couldn’t miss an opportunity to get in some rides at our roadshow workshops. From the stunning hills of the Ellan Valley, to the Velodrome at the Nation Cycling Centre! Another big thank you to our partner organisations for hosting the Project FIAS workshops. We hope the FIAS Framework will help to foster gender inclusivity in mountain biking.