Gearing Up! Activation

The project will develop a promotion and engagement campaign to ‘activate’ Gearing Up! with the mountain bike industry. This promotion and engagement work is necessary to create measurable impact. Gearing Up! is a toolkit that was created from the previous AHRC IAA, based on a need to drive social progress in mountain biking marketing and media, recognised by industry insiders and through prior research. Gearing Up! is a research-informed transformative marketing workbook that offers a clear process to enable brands and media in the mountain biking industry to address internal gender inequality and to tackle entrenched gender inequality in mountain biking through the design of marketing and media content. Mountain biking is a growing action sport, yet less than 20% of participants are women. Mountain biking is an example of an outdoor action sport that brings physical and mental health and wellbeing benefits and social cohesion. These are not available to women and marginalised genders as readily as they are to men.

To develop a campaign to boost engagement with Gearing Up! and its impact