Last week, after a video surfaced of George Floyd, an unarmed black man who was killed while being detained as a suspect for using counterfeit money at a convenience store by the Minneapolis Police Department, protests erupted nationwide. The video put an uncomfortable spotlight again on the inequality of race in America.
Like the current Coronavirus pandemic, bike brands quickly sought ways to help out, and athletes and people within the industry began talking about inequality, how it relates to mountain biking, or more broadly cycling, and what we can all do not only to make the sport feel more inclusive, but also, the world.
It’s no secret that the majority of mountain bikers are white, and also male. While there are countless factors that play into this result, like poverty, barriers to entry, cultural influences, and where someone lives, there is no valid argument that it should remain this way. A few bike brands over the weekend, including Specialized and SRAM, made statements on social media that they are thinking about how to best help, angering some customers, cyclists, and mountain bikers. Two smaller brands, however, are diving into the fight, and putting their money where their mouth is.
Velocio, the premium apparel brand based out of the New England area donated a total of $30,000 to two organizations over the weekend; Black Lives Matter (BLM) and the ACLU.
“Given the events in cities and communities around the country of the last 72 hours, the anger at the deeply rooted racism and police violence facing Black communities, we’ve been sorting how best to respond as a small brand,” they said Sunday on Instagram. “The cycling and outdoor industries have mostly ignored racism, paralyzed by privilege and challenged to use it for good.”
“Watching the events of the last week was painful and we met as a staff and spoke with Black ambassadors and athletes and friends of the brand to sort out what they wanted to see from us,” says Andrew Gardner, co-founder and marketing director of Velocio. “Remaining silent wasn’t an option in their eyes and that echoed what Ayesha McGowan, a professional cyclist and advocate wrote when she said that ‘silence is agreement.’ We founded Velocio with a focus on a better cycling experience and that means a better cycling experience for everyone. The donations are a part of a broader effort on our part which includes more representation in our marketing (an effort we were making prior to this week) more ambassadors from diverse communities and examining our hiring practices. We hope it will help others in the industry increase effort around representation and facilitate anti-racist resources.”
Although Gardner is white, he, like others, is finding that now is the time to unite, and help where he can.
“I can empathize with other white brand owners who look at the racism and say, ‘I’m not racist, but I’m white and my voice isn’t representative of this lived experience.’ It’s scary to walk into a fight that isn’t yours, but it is yours, ours, anyone’s who wants change. People of color feel marginalized and see the industry silence as complicity. I don’t think the industry wants this but to change it, that means going out to communities of color and saying, ‘we’re getting this wrong. Help us do better.’
Machines for Freedom, a cycling apparel brand made by and designed for women announced on Instagram that they would be matching donations up to $10,000 to organizations that are standing for racial justice, like the NAACP and Black Lives Matter. Followers of Machines for Freedom lauded the brand for stepping in and acknowledging the issue.
For bigger brands like Specialized and SRAM, with a mass global appeal, toeing the line and finding meaningful ways to support people of color looks like it might be more challenging. Specialized wrote a statement, and posted it on Instagram on Sunday.
“Cycling has a problem with race. For decades, cycling has been a walled garden of exclusion, from the community to the lack of representation to the marketing—you name it. We’re owning that we’ve been part of that problem, and with the utmost humility, we’re acknowledging that we need to work harder at being part of its solution.”
The confessional was an acknowledgment, rather than action, Specialized said in the statement. Followers insisted they were aware, and that the brand should take even greater steps to address inequality and the lack or representation in the sport.
Others said the statement alone was enough for them to consider buying their next bike from Specialized.
SRAM and RockShox took the matter one step further, and posted an image on Instagram that said ‘Black Lives Matter.’ The post wasn’t nearly as popular with everyone, with some followers countering.
“All lives matter.”
“Unfollowed.”
“Time to switch to Fox.”
“Way to virtue signal.”
Minneapolis-based Salsa Cycles added their thoughts on Instagram as well on Monday. “Our team is grieving for George Floyd and countless others before him. We are marching for justice, cleaning up and protecting the neighborhoods we call home, as well as donating time, money, and supplies throughout the Twin Cities. Many of us are seeing racism through a new lens and it is driving us to commit to change and action.”
“The real work is ahead of us, and we are forming a plan to make a larger impact to address systemic racism. Black Lives Matter.”
Whether it’s virtue signaling, or a way to reinforce or gain a relationship with a new market segment, it doesn’t seem like any of these brands would want to risk losing a large portion of their mostly white customers because they want to appear to care, and Velocio has already doubled down, with tens of thousands of dollars going to BLM and the ACLU.
In the process of changing behavior, there is a continuum that starts with pre-contemplation, contemplation, and preparation to make a change, before action and maintenance. If some of the bike industry’s largest and most influential brands are finally contemplating more ways to make cycling and mountain biking more diverse, the risk seems worth taking, at least based on the outcome of the relationship that Nike and former San Francisco 49ers quarterback, Colin Kaepernick had.
Angry Nike customers ripped the logos off of their clothing, burned new pairs of sneakers, and swore off the brand for life. According to Vox however, the partnership, which consisted of advertising centered around Kaepernick’s decision to sacrifice his career in order to protest police brutality brought the brand billions of dollars in value, and the commercial won an Emmy.
As we are only a week into another important discussion of race in America, a lot is still unfolding, but this is the first time that we know of, that so many mountain bike brands have spoken out and are acting on it at the same time.
At a minimum, they might lose customers, but they know that. Then of course, if they lose some customers, they’ll likely reinforce relationships with other customers who are passionate about racial justice and progress. If more decide to donate, then organizations which act on behalf of racial justice and activism might have more money to enact change in Washington. If they decide to change their own hiring practices and promote more inclusivity, more people of color might feel comfortable trying a new sport, like mountain biking. Thus far, the risks appear to be in the brands’ favor, if not all of ours.
I’m genuinely stoked to see so many athletes, organizations, and brands speaking up and making space for marginalized voices when we need it most. Thanks for sharing this important news, Matt. #blacklivesmatter
Thanks, Gerow.
wow. an mtb website with liberal writers. I should have known. I will not support those who cave to liberal propaganda and ignorance. While the death of Floyd is tragic, the response has been thoughtless and barbaric. I did not think I would write these words on one of my favorite mtb sites, but alas, here we are. No thanks Singletracks, I don’t want some liberal’s worthless political rant. Just.MTB.news. WTF?
@coot271 my progressive and intentionally future-focused politics have been reflected in all of my work with Singletracks, alongside much of my coworkers’ important writing. Matt’s article is well-written journalism that covers a pressing topic the cycling industry is currently focusing on. Riders, athletes, brands, and fans are speaking up because our Black community members are hurting, angry, and tired of being the only voices asking for change. Hundreds of years is far too long. I know I am part of the problem, and I want to learn how to be part of the solution. I will continue to focus my writing toward an inclusive cycling culture and promoting the voices of marginalized people.
coot271, interesting reply. I’m not sure how you deducted that one, I am a liberal, and two that this is not mountain bike news, since the entire industry is taking a stance right now. This is certainly not a rant, either, and I can point you to a few articles where I actually am ranting. From my perspective and your reaction, it seems that you don’t want to talk about race, period, and that’s fine. You don’t have to read. Plenty others are open minded enough at the moment that do want to have the discussion.
I tend to agree with coot271 on this. Not for singletracks for the article, but for the companies who are basically picking sides , in this case an entity, Black Lives Matter. BLM members are known to promote violence and have made many rascist statements of their own. Most law abiding black Americans do not support BLM and what they’ve done to their communities. If you want to support “marginalized” communities then there are better suited programs out there than those that promote hate and the destruction of our cities. I would give more credence to this bandwagon response if there was at least an ounce of sympathy to the number of police officers killed this week protecting our cities and yes the marginalized communities as well.
Thank-you, Matt. It’s great to see ‘baby steps’ in the right direction, and MTB brands acknowledging that they are predominantly white and male. Inclusivity in sport has a long way to go, and consumers will be paying close attention to the brands that take this on in an authentic way.
Youngcynthia, I’m intrigued to see which ones back it up with their resources/influence in the near future. There is a lot of potential for action if they want to step up, and stating support is already something. At the very least their social media gestures suggest “if you don’t support the Black Lives Matter movement then don’t support our business/team/event/org/etc.”
Singletracks should stay out of political issues, this is the wrong forum for it and you are just plain bad at it. This was a poorly thought out and wriiten article. We do have the right to have certain escapes and this site should remain one.
Gdb49, we have covered countless political issues, from e-bikes on non-motorized trails, to bike access in wilderness, to coronavirus’ impact on mountain biking – and diversity, which Jeff wrote about before and is hyperlinked in this article.
vince b, Working as a police officer is a choice. One that comes with state-sponsored lethal authority. Being born with melanated skin in a system of institutionalized racism that forces you to fear for your life, and the lives of your family while at home and out in public is not a choice. Therefore, the energy of “this bandwagon response” is definitely pointed in the right direction.
Furthermore, there is not a single BIPOC, nor white person, in my community or social profiles who doesn’t support Black Lives Matter. So, I’m curious what’s informing your statement, “Most law-abiding Black Americans do not support BLM and what they’ve done to their communities.”
I hope that none of the folks who oppose the Black Lives Matter movement are teachers, or mentors of any sort.
Brian, I understand the emotional response to this issue. I spent 30 years on the street actually serving in these communities as a law enforcement officer and no one is more in touch with these communities than the beat cop. One bad cop doesn’t make them all bad just like not everyone in a poor neighborhood doesn’t grow up a criminal. It’s a cop-out to say there is a difference between not having a choice where you grew up and that you have a choice to strap on body armor and go to work to serve your community. We know that its an inherent risk , what we do, just like my Son who serves in the Army. Some people like my family have provided generations of service to their communities and country, but those risk or inherent not reckless as you allude. Down playing the deaths of our law enforcement officers as something they signed up for is cowardly response typical of someone who has never placed it on the line or ventured from the safety of their keyboard. One beat cop in a tough neighborhood will make more of a difference in a community than throwing money at the ACLU or BLM where it will be siphoned off to anywhere but where it needs to go. You do not need the intel that law enforcement has on BLM to know what a problem they are and yes I truly believe that there are good people associated with the group who feel that they are noble in their cause that just haven’t taken the time to look into it. I think its your right to publish what you want and express your views here. This is your platform and has been wealth of knowledge. You have expressed your progressive ideologies and I respect that.
Let me start by stating I can read in Brian and Matt’s writing that they are of a more liberal leaning while I am on the conservative side. I don’t always agree with their take on mountain bike subjects but appreciate their perspective and it challenges me to look at mine. Although it rarely changes it is good and I respect what they have to say. Interesting to hear multiple people call this article political. They want mountain bike news. This article is all about mountain bike news. It is about what mountain bike companies are doing in response to a cultural crisis and a tragic death…too many tragic deaths. Just like mountain bike companies advocating for trails. Some would say this is political when we get in how to use public lands. Mountain bike companies/brands are getting involved in issues that are important to their customers or potential customers. Bigger than that while I may not agree with their means can’t we respect that they want to make the world better?
I am talking to much. In this time it is time to listen. I don’t have the perspective of a minority and can never understand what they have experienced and feel. Maybe the first step would be to ask minorities what would draw them to mountain biking and make it an activity they are interested in. The one thing I know we could all agree on is that cheaper quality bikes would help. I little humor on a heavy topic.
Matt, I appreciate the article even if I differ on some points. Brian way to get you colleague’s back.
m.krupp, This is exactly what’s needed: “Maybe the first step would be to ask minorities what would draw them to mountain biking and make it an activity they are interested in.” Nailed it!
Brian Gerow, if you know you are part of the problem, then stop being a racist. If you think you are part of the problem just because you are white, then you don’t understand the issue at all
Bacon Fat, please feel free to let me know what parts of this issue I don’t understand. I spent ten years studying and doing research in various social science fields, and have two immediate family members who are cops in California, so I do know a few things on the subject.
I say I am part of the problem because my white ancestors created this system/problem, and I want to be part of dismantling it. The fight for racial equality and equity has to include white people, as it’s not the job of BIPOC to tear down and rebuild the bias institutions that white people created and directly benefit from.
As for not having biases, that’s impossible. Not talking about them nor trying to unpack where they come from so we can grow and change is where the real problem sits.
So white people are part of the problem just because they are white? Sounds racist to me
Bacon Fat, White folks who are directly benefiting from institutionalized racism are part of the problem, IF we are not doing anything to change it. For more on that, this book by Robin DiAngelo is an immensely helpful resource. https://robindiangelo.com/publications/
vince b, Thanks for your thoughtful and compassionate response.
I don’t intend to diminish the often dangerous work cops do with my response. My intention is to signal an important distinction in the level of choice and power between police officers and black civilians.
I worked in a homeless youth drop-in center for a number of years before starting this writing career, and I have some understanding of “venturing outside the safety of the keyboard.” I also have two immediate family members who are cops, and though they are both proudly biggoted and terrible humans, I don’t believe that’s true of every person who puts on the uniform.
Wow, I guess Singletracks was down on real bike articles so they jumped into the fear mongering business. This is not like E-bikes, what a rediculous comparison. Brian, sorry about your ancestors that must really be embarrassing.
It is much the opposite. I am buried in gear reviews and other stories. This was important enough to talk about at the moment.
Brian, it looks like you, singletracks and these companies are doing exactly what the book you recommended warns about…Not only do these people fail to see their complicity, but they take a self-serving approach to ongoing anti-racism efforts: To the degree that white progressives think we have arrived, we will put our energy into making sure that others see us as having arrived.
I guess it comes down to perception. To some it might seem simply acknowledging the problem is nothing more than virtue signaling, while to others it’s a step toward building awareness and seeking solutions. Judging others based on what we think they are thinking almost always leads to misunderstanding. I’m sure there are folks who are speaking up now because it’s trendy and it makes them look good. But others are doing so based on true emotion and a desire to make a difference. It feels a little judgmental to make that call, especially about people we don’t know very well.
Jeff, once again you come off as the cowardly owner of this website, unwilling to admit your team is wrong. The judgemental people are the ones who wrote this article. Not unlike when your wife wrote that sexist article and you ridiculously defended it. You guys are judging the actions of the police officers and everyone who is not on your side on this issue. You can state it calmly, doesn’t change that you are nothing but hypocritical liberals. How do you know those police were racist and not just complete assholes who treat everyone poorly? How do you know that people who are not on your side of this are uncaring racist and not just people who think there is a better solution than vandalising small businesses? Donating to a racist organization like Black Lives Matters does not make you a better person, just a hypocrite. I’m sick and tired of weak minded people spouting off and standing behind the “moral high ground”. There are plenty of sites that are designed for this topic, so it’s not like there isn’t an outlet for your venting- why do it on a mountain biking site??? To compare a discussion on ebikes was comical- that is a bike topic. It wouldn’t surprise me to be kicked off this website, and that’s your right as the owner, but know if I wrote as strong of a statement that sided with you it would be okay because I’d be on the moral high ground.
Gdb49, If you were to be “kicked off this site” it would likely be for making a personal attack toward someone in a comment/forum. We have a hard rule against that.
Matt was not ranting nor venting with his above writing and the article does not “judge the police,” as you mentioned. This article reports on a news event that directly relates to mountain biking, and we will continue to share news with our readers on this and similar important topics.
We stand by our work. If you don’t want to read about topics like this one, there are thousands of others to enjoy. If you don’t want to have a constructive conversation about a topic that everyone can learn from, maybe commenting isn’t a helpful action?
Ima take a break from replying to folks who just want to pick a fight. There are more important places to put my energy.
I am a rare black member of the cycling community and have to agree that simply donating money to groups like BLM is just a feel good action having no benefit. Very few black people are affected in their daily lives by police brutality Far more common, using cycling as an example is “benign neglect” ( remember Senator Daniel Patrick Moynihan in a different context in the 1970s ?) when a black person joins a bike club ride, then comes back the next few weeks and notices that in between the club rides the members call each other and go on rides the black guy is never invited to. Eventually he feels merely tolerated, not really welcomed. This happens at work at school, multiple organizations. If he takes the initiative and calls others people find reasons not to ride. What is the solution to this? I do not have an answer but just throwing money at the problem solves nothing
Thanks for adding your thoughts, Orinda8. My main point from this, was that it really can’t hurt if brands are throwing money into the cause, which would hopefully lead to more diversity…but from your perspective, it sounds like there is still a culture change that needs to happen.
Brian, you have a hard rule against personal attacks unless they are phrased in passive- aggressive ways? There have been many insults in this thread- that some how us not agreeing makes us racist and uncaring is a direct insult. That donating to a racist organization like Black Lives Matter and taking blaming for our ancestors are comments to stupid not to respond to them- it’s important that people are called to task for those type actions. I have been a member for many years and typically stay away from this nonsense, but this article and some of the comments went too far. And yes, Jeff as usual completely defends his crew no matter how wrong they are. Sometimes as leaders we have to have the courage to admit our team was wrong- loyalty does not out weigh the truth. An article on this topic should have been started more like this- Sometimes events occur that make us reflect on our sport and if we are doing enough to be inclusive…… Not taking this issue on with the obvious liberal bias. Everyone would have known what you were refering to, but it would not have been political and the responses would have remained more constructive. Instead this was a politically charged article and you took heat. I think you and Matt used this site to vent your liberal agenda, got called out on it and then in a condensending way defended yourself. Jeff as usual didn’t have the courage to step up and shut you down, so I responded harshly. Phrasing insults in pretty ways does not fool any of us and is just as unacceptable.
Thank you for this article! Great read!