Thanks for the recap, Joe. I found this really interesting, especially the point about fans being what make bike racing special.
But I’m struggling with the idea that starting and finishing in front of crowds equals racing in front of crowds. That’s still just a tiny fraction of the race. The vast majority happens in isolation, with no real way for spectators to engage in person.
You mention that in-person fan activation has been largely non-existent in gravel so far. This feels like the core issue. If that’s the case, how do events like Mid South (or gravel more broadly) actually build a spectator audience beyond participants themselves?
Genuinely curious how you see that evolving, because it feels like mass participation alone doesn’t solve for spectator growth because mass participation creates participants, not necessarily fans. Without a spectator-first experience, there’s no mechanism that converts those participants into an audience.
I have a hot take that gravel racing doesn't have that many true fans. It has great mass-participation, but not fans of racing. That differential is huge IMO.
Mass participation does't automatically equal fans. Take a marathon, 55,000 compete at the London Marathon, that's not 55,000 fans. I do not think gravel racing is a good fan product. As you say, the vast majority happens in isolation.
What Mid South did is a great step. It puts the bike race as some evening entertainment for the people who are already there to participate. That's what pro-racing is after all, entertainment.
I think this will be pro gravel's biggest problem. It will never have enough fans to rival road, MTB, or even CX. I think the best way of seeing pro gravel racing is a fun entertainment event for those on the ground, there will be an online following, but it will be niche.
I know this hasn't answered your question, so let me try. I see it continuing to evolve as it has done already. Mass participation will underpin the business model of the races and endemic brands will invest in racing as there are more people buying gravel bikes.
Not that many "pro" racers (me included) make a liveable salary from racing alone. So, does that even mean it's professional?
I’m with you about the safety of a certain race in Girona - I rode it last year and it really surprised me (not in a good way). That’s coming from somebody who spends a chunk of the time chopping around rock gardens in the Yorkshire Dales!
As an amateur racer, I am a bit torn about point 1. When I first read this, I immediately, viscerally, agreed wholeheartedly. I remember 2 years ago when I crossed the line at Unbound, one of the first things I asked was, “who won” referring to the pro race. It was so strange that riding in the event took away the opportunity to follow it. I would have loved to see the pros race Unbound on Friday that year, especially since I was already in Emporia and could have “followed” live. After reflecting though, if gravel is going to grow I feel like it needs more eyes on the races. The participants make up only a small fraction of people interested in following it. The weekend before mid-south I woke up early to watch Strade. It is an event we all look forward to, and in our niche community of cyclists it is an event we want to experience together, even if together means online messaging during the race. If Strade was on a Friday, I would have been at work, and missed that communal experience. So, if these gravel events are really going to grow, is Friday the best day? It’s perfect for the people at the event, but maybe not for the broader community? It’s a conundrum for sure, and I would be super interested in your thoughts.
Thank you, I like this comment and it has me thinking. So, my opinion is that gravel should start by focussing on the in-person fan experience first. This is why I believe Friday is the best bet. I’m of the (slightly controversial) opinion that gravel has good mass participation but very few fans - in the grand scheme of things. I don’t think Mid South, or Unbound, will be on par with Strade anytime soon.
I think once we nail in person fan activation, which has been non-existent in gravel so far, we can begin to ask the online question.
We love MidSouth but for some reason tickets to Oklahoma were $1,000 a piece and looking at many different flight legs, it seems they're all more expensive than most. I just flew to California for almost half of that price. I think expense and industry wide tight budgets is definitely part of the equation.
Thanks for the recap, Joe. I found this really interesting, especially the point about fans being what make bike racing special.
But I’m struggling with the idea that starting and finishing in front of crowds equals racing in front of crowds. That’s still just a tiny fraction of the race. The vast majority happens in isolation, with no real way for spectators to engage in person.
You mention that in-person fan activation has been largely non-existent in gravel so far. This feels like the core issue. If that’s the case, how do events like Mid South (or gravel more broadly) actually build a spectator audience beyond participants themselves?
Genuinely curious how you see that evolving, because it feels like mass participation alone doesn’t solve for spectator growth because mass participation creates participants, not necessarily fans. Without a spectator-first experience, there’s no mechanism that converts those participants into an audience.
I have a hot take that gravel racing doesn't have that many true fans. It has great mass-participation, but not fans of racing. That differential is huge IMO.
Mass participation does't automatically equal fans. Take a marathon, 55,000 compete at the London Marathon, that's not 55,000 fans. I do not think gravel racing is a good fan product. As you say, the vast majority happens in isolation.
What Mid South did is a great step. It puts the bike race as some evening entertainment for the people who are already there to participate. That's what pro-racing is after all, entertainment.
I think this will be pro gravel's biggest problem. It will never have enough fans to rival road, MTB, or even CX. I think the best way of seeing pro gravel racing is a fun entertainment event for those on the ground, there will be an online following, but it will be niche.
I know this hasn't answered your question, so let me try. I see it continuing to evolve as it has done already. Mass participation will underpin the business model of the races and endemic brands will invest in racing as there are more people buying gravel bikes.
Not that many "pro" racers (me included) make a liveable salary from racing alone. So, does that even mean it's professional?
I’m with you about the safety of a certain race in Girona - I rode it last year and it really surprised me (not in a good way). That’s coming from somebody who spends a chunk of the time chopping around rock gardens in the Yorkshire Dales!
Thanks for the answer Joe!
As an amateur racer, I am a bit torn about point 1. When I first read this, I immediately, viscerally, agreed wholeheartedly. I remember 2 years ago when I crossed the line at Unbound, one of the first things I asked was, “who won” referring to the pro race. It was so strange that riding in the event took away the opportunity to follow it. I would have loved to see the pros race Unbound on Friday that year, especially since I was already in Emporia and could have “followed” live. After reflecting though, if gravel is going to grow I feel like it needs more eyes on the races. The participants make up only a small fraction of people interested in following it. The weekend before mid-south I woke up early to watch Strade. It is an event we all look forward to, and in our niche community of cyclists it is an event we want to experience together, even if together means online messaging during the race. If Strade was on a Friday, I would have been at work, and missed that communal experience. So, if these gravel events are really going to grow, is Friday the best day? It’s perfect for the people at the event, but maybe not for the broader community? It’s a conundrum for sure, and I would be super interested in your thoughts.
Thank you, I like this comment and it has me thinking. So, my opinion is that gravel should start by focussing on the in-person fan experience first. This is why I believe Friday is the best bet. I’m of the (slightly controversial) opinion that gravel has good mass participation but very few fans - in the grand scheme of things. I don’t think Mid South, or Unbound, will be on par with Strade anytime soon.
I think once we nail in person fan activation, which has been non-existent in gravel so far, we can begin to ask the online question.
I know where I’d be telling that “older guy” in the front group at the rail crossing to go! 😅 cheeky so & so
In a rare occasion for me, I didn’t snap back with a smart-arse reply.
We love MidSouth but for some reason tickets to Oklahoma were $1,000 a piece and looking at many different flight legs, it seems they're all more expensive than most. I just flew to California for almost half of that price. I think expense and industry wide tight budgets is definitely part of the equation.
Exactly!!
That makes a lot of sense. I always forget how the US doesn’t have Ryanair €35 return flights!!