ATHLETE VS INFLUENCER

it, having a social media presence is now essential for any mountain biker looking for sponsors. Even if you’re podiuming at races, your follower stats can be all-important in scoring that new ride or fancy kit. Earlier this year, veteran Canadian XC star Geoff Kabush posted some thoughts on his Instagram feed, saying: “I hope there’s still room for young athletes who have performance goals without follower or subscriber goals. Not everyone is cut out for the online drive and pressure. As an introverted, quiet young athlete, I’m not sure I’d have survived if I was just starting in sport these days.” The response was overwhelmingly positive, with the likes of EWS stars Richie Rude and Jared Graves