Mountainbike media is weird. The new bike or product is launched; the review of it is on all the major news sites, and the ad is placed bold around it. This means the review is bought, right? The editors are biased, right? – But are they? There is an interaction between bike brands and component manufacturers, and yes, money is involved in different forms of advertisements. Banners, affiliate links, ambassadors, influencers and YouTubers.

In this podcast, I will try together with Gjulio and Simon from Bike connection agency to shed some light on the interaction of the media and the bike industry. How the media earns money to keep their outlets running and pay editors to do their work, how new forms of media arise, how we consume content, and how the landscape changes.