“We’ve gotta be brave now”: Developing gender progressive institutional entrepreneurs in mountain biking cultural production industries

This masterclass will be led by Dr Fiona Spotswood and will do three things:
- Explore the connections between the poor gender diversity in marketing and media institutions in mountain biking, and the masculine-dominated cultural representation that plays shapes the culture of our sport;
- Through original, rigorous, qualitative empirical research with 18 UK marketing and media professionals (men and women), explore the rise of gender progressive institutional entrepreneurs in the mountain biking cultural production sector. They recognise the need to “hire more women, or get more women writing. Then they’ll create different ways of speaking which could be more inclusive, and different ways of writing. And then things will come from that. There will be more photos that have diversity in them. Then there’s better representation within the whole thing” (woman, journalist)
- In workshop format, collectively explore the Gearing Up! framework, based on this research; a partnership between Project FIAS and Fusion Media and PR. It sets out a plan of action for mountain biking marketing and media organisations to become transformative cultural production organisations. These foster and support gender progressive entrepreneurs who can drive the activities that will foster gender inclusive mountain biking culture.