Mountain Biking's Hidden Turn-Off: Why Newcomers Are Staying Away

Robert Wilson · 2026-11-10

Do we even notice anymore? Deep in our own MTB bubble, we've drifted a long way from reality. Bikes priced like cars. Tech you need a manual to decode. An injury risk that comes with its own helicopter. And a scene too cool to see any of it as a problem, celebrating it instead. Is mountain biking becoming a hobby that puts people off? To read this properly, take a big step back. Step out of the small slice of the world that's probably become reality for anyone who reads our articles: the quirky little microcosm of mountain biking. Step away from the Instagram feed that bombards you, without pause, with two wheels, knobby tires, and whirring freewheels. Step away from the idea that a good day is inseparable from dirt on your face, adrenaline in your blood, and talk about suspension fine-tuning and upgrade plans. Because that logic applies to only a few of us, and it puts off everyone else—the people watching mountain biking from the outside, undecided whether to try it or give it a miss. As it's developed over the past few years, the sport has drifted further and further from the very people it should be reaching. It's becoming genuinely off-putting, and it's putting its own accessibility at risk, especially for the young riders meant to keep it alive… right?! To test that hypothesis, we spoke to people it actually touches. To industry figures like Christoph Listmann from Canyon, who is determined that mountain biking shouldn't shrink into a niche sport. To bike shop owners like Pablo Moreno, who see firsthand what potential customers really want when they walk through the door. To Jasper Jauch, who works with the next generation of riders and knows on the trail exactly what it takes for a young person to find their way in. And to the people already shut out: outdoor sports enthusiasts who love what they do but deliberately keep clear of mountain biking. What's gone wrong with our community? How does it heal? Or is everything actually fine? ### As Expensive as a Car The MTB enthusiast in us bristles: "What nonsense!" But deep down we know better. Getting into mountain biking costs far more than most sports. Top-end bikes passed five figures long ago, even models without an electric motor. A new Dacia costs less today than some of those two-wheeled treasures rolling past us on the trail and casually leaning against a pub fence a couple of hours later. Christoph Listmann, General Manager of Mountain at Canyon, agrees that certain segments and competitors have recently "over-tightened the price screw." Yes, rising prices have perfectly plausible reasons, such as inflation, rising manufacturing costs, and volatile energy prices in a strained global economy. But part of the reason it's come to feel completely normal to pay $5,000 for a mid-range mountain bike lies in the "always more" attitude we all seem to have fallen for. ### Development until Overshoot Science offers a simple explanation for this: Clayton Christensen's Innovator's Dilemma. The Harvard professor laid bare a paradoxical trap that industries—the mountain bike industry among them—almost inevitably fall into at some point. The big brands reliably deliver what riders crave: technical progress, new features, enhanced performance, exclusivity… high-end, in other words, the stuff of our quiet daydreams. And because high-end products carry fatter margins, manufacturers and retailers are quite happy with this "always more" approach. We're guilty of it too, often showcasing new bikes with top-tier specs rather than mid-range components. As a result, our own expectations and demands cheerfully spiral ever higher, to the point where products are effectively over-engineered for the target audience: the classic "overshoot" scenario. And when the industry overshoots, it leaves behind the very people it should be welcoming. > "We've been so focused on pushing the limits that we forgot to make the sport accessible to those who just want to have fun." – Christoph Listmann, Canyon So what's the fix? Maybe it's time to dial back the "always more" mentality. Focus on affordable, capable bikes that don't require a second mortgage. Simplify the tech so newcomers aren't intimidated. And celebrate the simple joy of riding, not just the podium finishes and Instagram-worthy stunts. Because if we don't, mountain biking risks becoming a closed club—and that's a turn-off no one wants.