We’re Ambassadors for Riding Bikes

​This post could be about surfing, hiking, tennis, golf, and so on, but it’s not, I’m writing this about bikes. I’m not sure who it’s aimed apart from others who ride bikes, but I just wanted to post something about cycling and positivity. This was originally written for the Trail Head Project that I’ve been working on for what seems like five years, and it actually is five years, but who’s counting. I also want to post it here as we might also need a nudge in this direction, or be reminded that we are ambassadors. 

We may not be sponsored, but every rider is a brand ambassador. Firstly we represent ourselves, the primary and most important brand is you. We are our best sponsor, we pay for everything, so how do we want to represent ourselves? Obviously in the best light possible.  Secondly, we represent the act of riding bikes. Whether on or off road, as a mode of transport, fun, sport, or competition, from beginner to elite, every rider is an ambassador of their chosen discipline. But I wonder how many of us think of ourselves like this, and why should we? 

The professionals have their sponsorship deals, contractually obliged to present their sponsors products and engage with fans to the point that we, the consumer, are inspired to go and buy a bike, a helmet, some clothing or a pair of goggles. Brand ambassadors are the face of the company, and they represent their values and ethics, acting in a professional and courteous manner at all times and whenever needed.  

Although we may not receive free bikes, or get flown off to far away destinations to film the next best edit, or advertising photo shoot, we should consider ourselves as ambassadors. Although we have no contract, we are one hundred percent invested in the lifestyle and represent disciplines like MTB, gravel, BMX or road cycling, to the best of our ability. 

The everyday rider doesn’t need to have their post ride branded baseball cap on, or their goggles round their neck for the media. For some it’s a dream to be a sponsored rider, and I have nothing but admiration for those rare few who make it, but for those of us who might never be, we must be happy knowing that we’re still riding bikes.

So what does it mean to be an ambassador? How we behave when riding on the road means that the haters might hates us a little less. The way we build trails, how we build trails and where, is vital to how landowners view us. Behave badly and our reputation suffers. Ride four abreast on the road if you like, but don’t then wonder why other road users hate us. But when we ride responsibly, remembering we’re not in a race, pull over and  let the cars pass when you can, and you might get a thank you and that gesture might change a mind or two. When you meet people on the trail, horse riders, walkers, slow down and say hello, and always smile. At the bike parks, be thankful to the staff, and write a positive review. At events always be kind and thank the volunteers, as I’m sure we all do, and remember that the cyclists that have acted like a fool, are the ones to blame if the entire community gets a bad name, and I’ll wager they don’t believe their ever in the wrong and don’t consider themselves as ambassadors. 

If you do get any kind of support, be thankful, be grateful and return the kindness when ever you can. I’m lucky enough to have friends at DMR and Upgrade Bikes. I’ve been asked to write the odd product review which is always great fun because it adds another aspect to focus on riding. I have a very long history with the company dating back to the beginning of the brand, where they began, in the back office of our BMX shop back 1995. But who’s watching me? Who cares about some fifty something old man riding a bike up a little hill in the furthest part of Cornwall? No one really, but there’s always an opportunity to chat if someone admires your bike, or notices the grips your running, the cranks, or the bars. You certainly won’t find me on any website or rider list, but if I post a picture or write something like this, I’ll tag DMR Bikes and I hope they see it, and then they know that I am doing my bit to say thank you.

Our primary role as ambassadors for bike riding is that we must be seen by our friends, our peers, younger or older riders, shop keepers, cafe owners, trail builders, bike park owners, or event organisers, as positive people, and our role in representing our lifestyle is to pass on this positivity, it’s what’s known as transference. Positivity can cheer people up, and make someone’s bad day, a great day, smiling is infectious. The more positive we are to those around us, to those we meet, or share our passion, then this positivity goes a long way, often further than you may realise.

Take a look at your favourite riders, and they don’t have to be professional, they can be friends or someone in your club that always makes you smile. Are you drawn to them because they’re miserable? I doubt it. Their positivity draws us into their lives, their stories and experiences, their manners and their characters are infectious. We all have that riding buddy that’s funny as hell, the young kids we meet at bike parks that are full of stoke, to show you the lines. These are the best ambassadors.

My personal favourites to watch right on the socials are Lachlan Morton, Dustin Klein, and Brandon Billinghurst. They long term relationships with their sponsors for a reason, and I get the feeling these guys are authentic, what you see is what you get. Their projects are engaging whether long distance endurance, joining a local event as a cycling superstar, or designing a new and exciting event. They provide reviews and design tips, and if you took away their sponsorship tomorrow, they’d still go and ride their bikes.  

Positivity is empowering and a testament to any ambassadors attributes. If you’ve never met them, and yet invest time to watch and listen then that’s testament to how they present themselves. They inspire us to get outside and ride, plan a bike park weekend with friends, go on a solo bike packing adventure, or enter your first event. Obviously in today’s world of social media, they are ‘influencers’, so we’re supposed to go straight out and buy what they recommend, or that’s the plan, and on occasion we do. But as people it’s their positivity, and how they are as people that attracts us to them  and companies willing to invest.  So why shouldn’t we always behave the same way.

As ambassadors for riding bikes, we must represent ourselves by also being authentic, being ourselves, and it helps if we surround ourselves with other positive ambassadors, then the shared positive energy is unstoppable. We can be great ambassadors at our local trails, by picking up a shovel and a brush, clearing the litter along the roads we ride most. We can help others who might be struggling with a section of trail and offer some advice. Be encouraging and offer words of motivation, and I guarantee your riding will progress too because you’ll be enjoying the experience so much more. Being an ambassador is about developing a positive mindset that helps your well-being but also others. We have no idea of the impact a few words might have, and If you go back to your inspiring characters, ask what would they say to you when you need a little boost? Ask yourself how you’d like to be remembered or what do you want your cycling legacy to be? I know what I’d like mine to be. 

Someone who loved riding bikes and always did his utmost to pass that on to others. 

Photos: My recent visit this month to Bike Park Wales in front of the people’s favourite. Trail A470, and previous trip on a hot Bank Holiday in May, with two of the best ambassadors I know for sure. My old BMX racing buddies Stuart Breeze and Rich Penney. Riding with these two is always so much fun and every trail is filled with laughter and smiles. These ambassadors will never grow up.