#!markdown
I read an article recently about the future of our sport and Santa Cruz bikes
head engineer Joe Graney touched on this new demographic of older, more
affluent and politically connected people.
It's not really something distant in the future, it's here and now. It's the
gentrification of a sport that was started by a counter cultural movement
which was the antithesis of a corporate mentality.
Hell, even Gangster rap got monetised by suits with an eye on making a buck,
mountain biking is no different, when this new demographic gets bored of
mountain biking and takes up hover boarding, then we will emerge from the
underground to repeat the cycle.
June 3, 2015, 1:56 a.m. - Naveed Nasir
#!markdown I read an article recently about the future of our sport and Santa Cruz bikes head engineer Joe Graney touched on this new demographic of older, more affluent and politically connected people. It's not really something distant in the future, it's here and now. It's the gentrification of a sport that was started by a counter cultural movement which was the antithesis of a corporate mentality. Hell, even Gangster rap got monetised by suits with an eye on making a buck, mountain biking is no different, when this new demographic gets bored of mountain biking and takes up hover boarding, then we will emerge from the underground to repeat the cycle.