Our work on Project FIAS (Fostering Inclusive Action Sports) is research informed and designed around engagement and impact. We have developed frameworks and toolkits that enable us to work with organisations nationally and internationally to explore the role of marketing and media in understanding and addressing inequalities in action sport, and their role in fostering new cultures of inclusion.
We were invited to work with the Ministere de l’economie in Luxembourg on their national gravel and mountain biking marketing strategy. So we jumped at the chance. Our research provides vital coordinates for their planning and it is so rewarding and exciting seeing a national approach to marketing mountain biking that puts inclusivity at its heart.
