While the mountain bike YouTube boom is strong right now, shining light on the everyday mountain biker, not everyone is happy with it.
Professional mountain biker, World Cup and 4x World Champion, and Mountain Bike Hall of Famer Brian Lopes took to Twitter to vent his frustrations about the new era of sponsored mountain bikers.
“So if I can nicely edit a video talking 2 an audience of cyclist who R looking for knowledge, yet I have no credentials or skills, in fact I’ll even show U w/ my crap riding, im worthy of sponsorship, free product, a retainer? Don’t B fooled by “YouTubers” people. Most R hacks.”
Lopes didn’t seem to hold back any words to voice his frustration, saying that YouTubers may be crappy riders looking for a deal in the mountain bike industry.
Professional mountain bike “YouTubers” have become highly visible within the industry, with most brands investing money into the platform in one way or another, whether it’s with edits showing sponsored athletes, marketing, product placements, or supporting vloggers. Lopes seems like he is mostly taking aim at vloggers.
YouTube channels like Seth’s Bike Hacks, BKXC, and Skills with Phil have taken off exponentially in the past few years. Combined, their subscriber base is in the millions and they are attracting views from hordes of mountain bikers who are interested in what the professional vloggers have to say on their channels.
“Key word is ‘audience.’ Sponsors want eyeballs, that’s it,” replied one follower. Lopes insisted that the best racers out there are the ones that should matter.
“Wrong… let me give U 1 example. That bike you’re riding is most likely developed with much input from top racers feedback & testing. Knowledge, experience, & limits that most will never have.”
While Lopes didn’t name anyone specifically, Skills with Phil creator Phil Kmetz caught wind and defended his craft on Instagram. Kmetz has about 350,000 YouTube followers and posts videos showing everything from how-to videos to experimental scenarios, like taking a Wal-Mart bike down a downhill trail. Kmetz also used to be a professional downhill racer.
“@brianlopes let’s talk about your tweet calling most YouTubers hacks,” he said on Instagram. “NOTE TO MY FOLLOWERS PLEASE DO NOT ATTACK HIM IN THE COMMENTS OR ON HIS ACCOUNT, let’s keep it civilized.” Kmetz then went on to compliment Lopes.
“Why do YouTubers get sponsored? It’s simple, they are able to reach a large audience,” said Kmetz. “For a business, it makes sense partner with a content creator to help promote their products. It’s the same reason businesses buy ad-space on websites or magazines. However these YouTubers are often more relatable to average consumers than most professionals.”
Kmetz added that pro riders are still a vital component to the industry and bring credibility and inspire others. However, vloggers also have something important to offer that resonates with consumers and that’s why brands sponsor them.
Lopes has had one of the most long-standing, and winningest competitive careers out of any mountain bike athlete, but at 50-years-old, he doesn’t compete at the level he used to. Now, according to his website he maintains product development and brand ambassador roles, generating awareness and producing relevant media content for sponsors.
Brian Lopers is a great rider for sure and has always come across as a nice enough guy. That being said, like @voghan says below, Lopes is surely just “bent” about the revenue he’s potentially missing out on. I don’t follow any youtube “influencers” because quite frankly, most of them are annoying but in any case, I do watch plenty of MTB videos to see the TRAILS and LOCATIONS rather than the riders themselves for the most part. I’ve been riding 30 years now and I’ve learned to take every review with a grain of salt. I don’t care if the reviewer is an influencer, MTB magazine editor or pro rider like Lopes or even Nate Hills because what they like in a bike may be totally different than what I prefer.
Well, think about the cost of a brand to pay a rider, videographer, editor and advertising. Is there return in investment worth the cost? Give a product to group of popular YouTubers and let them market your product on Instagram, Twitter and YouTube. The return in investment might be a better with the YouTuber. Look at Shimano, PNW Components, Ibis and GT giving products to YouTubers. Seems to be working for those brands. Now you have Norco, Scott, Yeti and others working with YouTubers to promote their products/brands. Brian Lopes is upset he’s losing out on deals because he can’t compete with the popularity of these YouTubers. Welcome to 2020, the times are a changin.
Kmetz just got another subscriber because he showed he has class and doesn’t resort to jealous name calling like Lopes. If he is upset about not getting sponsors then start a vlog, don’t bitch about not being relevant anymore.
I’ve been watching several mountain biking YouTube channels for years now including Seth’s Bike Hacks and Skills with Phil. Now while some advertising could possibly be found in these videos, that is not their intent for the content of the videos themselves. I can personally say that I have never once been influenced to buy certain products “advertised” on these channels, BUT I have been influenced to improve my mountain biking skills, find new trails to ride, and even build my own trails as well. These YouTubers make their content for a reason much greater than advertising, they make them to inspire others.
Everyone involved can only expand the business. Skills with Phil? Phil has the skill and he has proved that in competition. Not everyone can afford 8000$ mountain bikes. Some of Seths actual hacks videos help anyone who rides MTB. Kev Central videos show how you can get into the MTB world on a tight budget.
Lopes has done well and has written a great book or two along the way. He should step on board with some awesome YouTube videos. He has the talent to do so. We need someone new in the YouTube MTB world.
Seth is a trail builder now and has changed his Chanel. Not my thing but he still has a ton of viewers.
I’d welcome some educational videos from Lopes.
I think this will be the first time I’ve ever genuinely said “ok, Boomer”
Officially I believe Lopes is Generation X.
I think Lopes is underestimating what it takes to have a YouTube channel that draws in hundreds of thousands or millions of subscribers. I’m guessing Lopes doesn’t have a channel, so he should give it a try if the hacks he’s talking about are so undeserving.
Disagree with Brian so hard on this point. I know I’ve benefitted a ton from YouTube videos while building my skill set. Some of my favorite videos are from Rich Drew’s ride series. Watch one of those and tell me he’s a hack!
Harsh tweet from Lopes. Maybe that’s his experience watching MTB YouTube videos, or maybe he should embrace YouTube more than he does. Hopefully he (and other critics) realize there’s legit content on YouTube. I follow Rich Drew on YouTube and find the videos really worthwhile on things I want to work on. I’ve also watched other content that wasn’t that helpful, and was trying to promote a product in the process.
YouTubers like Rich Drew have really helped my progression as a rider. Something can be said for being able to teach skills in such an accessible way. I think they play a very important role in the current state of the MTB community.
Honestly, I don’t pay much attention to DH and I don’t know Mr. Lopes. That said, it is clear he knows how to ride a bike. However, as others have mentioned, I believe there are many other individuals out there who are also highly skilled AND relatable AND teach well AND contribute to the sport in other ways. Phil Metz is fun to watch and I’ve learned a few things from him but he rides trails I would probably never ride. One guy who I really enjoy watching and learning from is a Texas/Arkansas gentleman named Rich Drew. All of this is subjective of course but I have had the pleasure (and pain) of riding with Rich and I learn a tremendous amount every time I do so. His videos are top-notch and the production quality is super high too. If he didn’t know what he was doing, Pivot wouldn’t have sponsored him for so long. His brother Rob is also bada$$. Check out Rich’s channel here https://www.youtube.com/channel/UCRebP4wYkzzYvKCC7ej4k_g.
When you post things like this tearing down other people, you have to expect backlash. Brian Lopes has every right to express his opinion, but he also has to expect people who disagree to express their opinion in return. It’s just NEVER a good policy to tear down other people in an effort to make yourself look better. If YouTube was all about who the best rider was, then everyone but Semenuk can have a seat as far as I’m concerned. It’s about telling a story, or providing useful content.
You want to contribute positively, start a “how to,” or find a niche where you have weekly interviews with Pro mountain bike riders about some of the finer points of what they are working on. Maybe go find a difficult section of trail and walk a rider through how to negotiate it, and show the improvement. Do something original. Whining about things is not original. Anyone can do that.
Recently, in our area, Rich Drew has taken to YouTube for a broader reach for his “Ride Series Clinics” platform. They’re professionally done with outstanding video production, and you don’t pay a penny for them. If you decide you want to learn more in depth with hands on instruction, you sign up for one of their clinics. It’s that simple. He’s working to find a niche to gain an audience, and provide valuable content. Can he ride a circle around most riders, including most of the most popular YouTubers….absolutely, but he’s not resorting to dragging others down to convey that message. There’s NEVER a need to do that. I know Mr. Lopes has spent quite a bit of time in the Northwest Arkansas area, and has said great things about our trails and MTB scene, so I’m a little surprised to see him take this stance. Find a lane…and there’s room for whoever wants to put in the effort on YouTube!
Most bike channels on YouTube are people who are YouTubers first, and just happen to ride a bike. If people stopped watching them, they’d move on to some other subject.
I think most folks, including myself, would much rather get advice from a peer (YouTuber Hack) that’s on the same learning journey as they are. Fun, approachable, informative videos with honest product feedback. I also wonder how much a professional rider’s review actually matters in terms of applicability, given the massive skill gap between them and the average Joe or Jane. I don’t know who Brian Lopez is, but he’s ensured it stays that way.
The important things to me are entertaining content and instructional value. I live in NE OK which is close to NWA, and like others have stated, Rich Drew has personally helped me many times in addition to just the content on his channel. He always responds quickly to personal messages as well. Watch his channel and it will become apparent that he is a very good rider and certainly no hack. I will never be at that level, but have been able to use his advice many times. Now I just need to find time to take his seminars. Brian is certainly entitled to his opinion, but the old model of only the racers getting the money is no longer valid IMO.
I have a brian lopes book and its great, no doubt. And yeah… the YTer’s are lame… BGTX, SingleTrackSampler, etc. but I look at them as entertainers. And brian needs to realize if YT hadn’t de-monetized all of them YTer’s they wouldn’t be out looking for sponsorships. Blame Google… not the YTer’s.
If someone is learning to bike and is takin the time to train and study, then does anyone care where they learned from? I am 43 and I often say that if YouTube had been around when I was a kid, I’d either be a millionaire or dead right now. I have watched and learned from Many of the mentioned “Hacks” and while I would not consider myself a Great rider, they have helped immensely. There is one (Non Hack) that has helped me the Most and now he has really started to share his knowledge on YouTube and it is great stuff. Rich Drew now has many videos up and is adding more. If you think he’s a hack, then I guess then I wanna be a Hack. Check this one https://youtu.be/qHZG1glvctg
I say who cares just as long as they are not on Ebikes.
Brian Lopes has done a ton for the bike industry and will probably continue to do more and more. However, with things like YouTube, we can also get some very good content from people that we may have never had an opportunity to hear from. Rich Drew is definitely one of them. If you’re from NW Arkansas or N.TX, you’ve probably heard of Rich and there’s a good chance you’ve ridden with the guy. It’s cool to have a local, down to earth rider that is also at the pro level, utilizing a media outlet like YouTube to reach so many people and truly help improve their riding skills. If you have an opportunity to participate in his classes, do it. His videos on YouTube also give you a good peek into what and how he teaches.
https://www.youtube.com/channel/UCRebP4wYkzzYvKCC7ej4k_g
This is looking at things through a pretty narrow lens and gives the viewers zero credit. There are several different reasons to watch a YouTube channel and it’s not all about the rider skill of the content creator – could be reviews, cool destinations, or even watching an average rider’s learning arc. To top it off it’s not a zero sum game – if a YouTuber adds value with exposure, it’s exposure period and it’s not like that somehow takes away from other aspects of the industry. I’d argue it elevates the sport at large and gets more riders stoked to ride.
I happen to watch different channels at times for different reasons. Some offer great tips through the perspective of a weekend warrior, some hit incredible destinations, some have a great entertainment value, and some are completely legit riders who break down skills and techniques in an approachable manner. Add to it that I value my time, and if I’m gonna trade that time for a YouTube video that content creator better be providing value to me in exchange.
There are many channels I can point to to refute Lopes’ claim, but one I’ve latched onto lately that combines a lot of attributes – legit rider, great teacher, entertaining, and approachable, is Rich Drew. He’s got skills and pedigree on a bike that most can’t dream of approaching, but he breaks things down into digestible fundamentals while his presentation style is highly engaging. There are others who do a great job, but Rich has been my latest go-to. He’s also a great example of how a rider and content creator can add value to the industry through his overall advocacy and promotion of the sport.
Of course Phil would be classy in his response. My respect for him grows more.
Brian Lopes is missing the point. You Tubers are on my level. Yes professional riders give bike manufacturers the feedback on how to make the bikes better. When I listen to a pro talk most of the time it is over my head. The You Tube hack I like to see progress and speak on my level. I have learned much from others and their learning and mistakes. Helped me build a base. I like to learn still but also have found much entertainment too. I appreciate the ‘Hacks’.
Brian Lopes no need to tear down others. Elevate your game.
Oh jeez!.!. My only thought is to say that I’m grateful for these You tube channels. Diddo to some of the comments on here about Rich Drew Ride Series. He is a great rider and coach and an all-around great guy. I have been to a ride series, and, in only a couple of days, I was a new rider. Love the videos on his channel. They remind me of his class. Can’t wait for him to have another one in the area!!!
Lopes comes off sound like a salty little baby. It’s almost like he wants people to hate him.
Where is the first place you go if you want to know how to do anything? I disagree with Mr. Lopes. There are many professional level rider and instructors on youtube. Have you ever watched a video from Rich Drew? Dude has skill and style, and will do anything for a fellow rider.