Why Do $10,000 Mountain Bikes Exist? [Podcast #27]

Who's buying $10,000+ mountain bikes, what do they mean for the industry, and what's it like to ride these knobby-tired unicorns?

By Jeff Barber
December 28, 2015 Last Updated: January 23, 2026

4 comments

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In this episode we discuss who is buying really, really expensive mountain bikes and what they mean for the industry and for our sport as a whole. What’s it like to ride one of these magical, knobby-tired unicorns? Listen in to find out!

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4 Comments

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Shinobi California // 2015
Dec 29, 2015

For 10k, I would rather buy a nice DH bike and a nice FS trail bike out the door than have one 10k unicorn bike. But to each his own, got 10k to drop a bike? Go for it!

0 reply

swerverider California // 2013
Dec 29, 2015

Plenty of expensive bikes here in Orange County, Calif and lots of people with disposable income. And not just bikes ;-) I rode home from the trail head I passed a Maclaren supercar dealership, Maserati, BMW etc. If you can afford it, and want it? Great place for your midlife crisis!

Byrne Washington // 2015
Dec 30, 2015

Yes I know what you mean and where! I used to live in Newport Beach, CA. I would ride past those dealerships everyday, I did not have a car! This was in the mid 90's and I was riding an entry level racing mountain bike at the time. I bought a new Gary Fisher MTN Bike (pre-Trek) and spent over $2200.00 that was close to top end at the time for a bike shop bike. They had tons of $500.00 to $1200.00 bikes but only three $2000.00 plus mtn bikes in the store. Anyways I think as any sport gets more popular you will see companies willing to build toys at higher price points. The funny difference between where I live now and Southern California is $5000.00 plus mountain bikes on car tops here to hit the trails and in Southern California they are to be seen riding/commuter bikes, they never get dirty!

Gdb49 Colorado // 2012
Dec 28, 2016

Very busy businessmen/women who love to ride, but don't have a lot of time. When you do get time to ride, you simply want your bike to perform without issues and get the most out of your limited time. If $10,000 doesn't offend your budget your time is likely limited. Also gives you a little edge to keep up with slightly better riders for those epic days. And yes, it's okay to want to keep up with the younger and better riders, so you can hit harder and longer trails. As an over 50 rider trying to ride double blacks at a ski resort, I truly appreciate the quality of my Session 9.9. Go home less beat up and sore. Never understand why people care what others ride??? My skill set does not justify a $10,000 bike, but my pleasure does!

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