Mountain biking is not represented in a diverse way
Pedro Couto Lopes
??Ride To Success Podcast host ?? Marketing ?? Creative ?? Cyclist | B2C & B2B Marketing Strategy
In a compelling conversation on the Ride To Success podcast with Pedro Couto Lopes , Dr Fiona Spotswood , an Associate Professor of Marketing and Consumption at the University of Bristol, delves deep into the intricacies of gender inequality in mountain biking and the broader scope of action sports.?
"Women mountain bikers face unique experiences of exclusion. Their engagement with the sport is brokered by men. This creates pressure and exacerbates feelings of imposter syndrome, fear and anxiety."
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Dr. Spotswood's initial encounters with Mountain biking have fueled her curiosity and drive to understand and address the gender disparities within action sports.
Project FIAS: Fostering Inclusive Action Sports
The inception of Project FIAS emerged from Dr. Spotswood's professional pursuit to explore and mitigate gender inequalities in action sports. Motivated by the glaring underrepresentation and exclusion of women in mountain biking, the project aims to create a more inclusive and welcoming community. Dr. Spotswood's research underlines a critical need for societal and cultural shifts within the sport, which Project FIAS seeks to address through strategic partnerships and community-building efforts.
"There is an overly narrow representation of mountain biking in media and marketing, dominated by a masculine, risky, high-octane style of engagement."
One of the most enlightening aspects of Dr. Spotswood's research reveals the starkly narrow representation of mountain biking in media and marketing, predominantly showcasing a high-octane, masculine image. This portrayal significantly impacts women's perceptions of the sport, often deterring their participation due to fears of not fitting the stereotypical mould of a mountain biker. Such findings underscore the importance of diversifying the narratives within mountain biking to include more relatable, inclusive stories.
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Project FIAS adopts a multi-faceted approach to tackle these challenges, focusing on creating a more inclusive and welcoming environment for women and nonbinary individuals. The project emphasizes the role of communities and marketing in supporting inclusivity, advocating for a shift in how mountain biking is portrayed and perceived. By partnering with policy-level organizations and leveraging social and digital media, Project FIAS aims to reframe mountain biking as an accessible, diverse, and inclusive sport.
Media's Pivotal Role
Dr Spotswood highlights the significant impact of media and marketing in shaping public perceptions of mountain biking. The prevailing?"white male doing a big jump"?imagery contributes to a skewed perception of the sport, alienating potential participants from diverse backgrounds. Addressing this issue, Project FIAS advocates for a broader representation that celebrates the variety and inclusivity of mountain biking experiences.
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"Mountain biking is not represented in a diverse way. This narrow representation of the sport presents an image that speaks to women with the message that you have to do it in this way or you're not doing it properly. And so women compare themselves to that. They struggle to connect with the sport."
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Promising Initiatives and Future Directions
Throughout her conversation, Dr Spotswood shares inspiring stories of communities and initiatives that have successfully shifted gender dynamics in local mountain biking scenes. These examples serve as a testament to the potential for change and the positive impact of fostering inclusive environments.?
?Looking ahead, Project FIAS aims to continue its work, envisioning a future where mountain biking and action sports at large are welcoming and accessible to all, regardless of gender.
Dr Spotswood's insights not only shed light on the systemic issues plaguing mountain biking but also offer hope and a pathway toward a more inclusive future for the sport. Her dedication to this cause is a beacon for change, inspiring others to join the movement towards gender equality in mountain biking and action sports.
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Find out more about Dr Spotswood's transformative work in the Ride To Success podcast.
Chapters:
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~ Project FIAS: Bridging the Gender Divide in Action Sports
~ Unveiling the Hidden Barriers: Key Findings on Gender Inequality
~ Building Inclusive Communities: The Heart of Project FIAS
~ Changing the Narrative: The Power of Communities and Marketing
~ The Impact of Media and Marketing on Mountain Biking's Image
~ Successful Strategies for Cultivating Diversity on the Trails
~ Stories of Change: Transformative Moments in Mountain Biking
~ Looking Ahead: The Future Path of Project FIAS
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You can find Dr Fiona's work here:
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Links to the podcast:
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Social Links to Ride to Success:
Follow Pedro Couto Lopes: https://www.dhirubhai.net/in/pedro-couto-lopes/
Instagram: https://www.instagram.com/_ridetosuccess/
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Thanks for listening
#Cycling #Podcast #RideToSuccess
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??Ride To Success Podcast host ?? Marketing ?? Creative ?? Cyclist | B2C & B2B Marketing Strategy
10 个月Dr Spotswood's insights not only shed light on the systemic issues plaguing mountain biking but also offer hope and a pathway toward a more inclusive future for the sport. Her dedication to this cause is a beacon for change, inspiring others to join the movement towards gender equality in mountain biking and action sports.