As elite mountain biking events—ranging from downhill to enduro and the rising electric mountain bike (e-MTB) category—gain traction globally, their influence is extending far beyond race-day entertainment. Retailers like Paul’s Cycles are observing a striking trend: spectators are not just watching—they’re buying bikes and joining the sport. With the sport’s visibility reaching new heights, more people are swapping passive viewing for active pedaling.
The 2024 UCI Mountain Bike World Series saw record-breaking growth in viewership, including a 133% increase in YouTube views and approximately 500,000 more views per round compared to 2023. This surge in online engagement coincided with notable spikes in public interest and commercial outcomes. During the Paris Olympics mountain bike finals, UK search interest for “mountain biking” rose by 77%, while Paul’s Cycles recorded a staggering 245% increase in mountain bike revenue compared to the previous weekend. This points to a direct correlation between high-profile race coverage and real-time consumer engagement.
Mountain biking as a recreational activity is also expanding. Reports show an 18% year-on-year growth in mountain biking participation, further supporting predictions that the sport is shifting from niche to mainstream. Looking toward the Brisbane 2032 Olympics, downhill mountain biking may become an official event, solidifying its rising popularity.
The current UCI Mountain Bike World Series is the largest yet, featuring 15 rounds across 10 countries. These races showcase the full spectrum of mountain biking disciplines to a global audience. For new fans, it’s a thrilling introduction; for prospective riders, it serves as an accessible gateway into the sport. The electrifying atmosphere and display of athleticism are proving to be powerful motivators for those previously unfamiliar with the biking world.
Tom Thornley, Managing Director of Paul’s Cycles, highlighted how televised events are reshaping the sport’s public image and drawing in new participants. According to Thornley, the company has seen a 191% year-on-year increase in mountain bike revenue and a 366% jump in traffic to its MTB-focused web pages. Significantly, first-time customers now include more families, younger individuals, and an increasing number of women entering the sport.
The growth of electric mountain bikes is particularly striking. The rising profile of electric enduro racing (EDR-E) is making an impact. During the 2024 World Series EDR-E finals, Paul’s Cycles reported an 80% spike in traffic to e-MTB product pages, with overall e-MTB sales rising by 21%. Year-on-year, total traffic to electric mountain bike listings increased by 338%. These figures indicate a strong and growing demand, driven in part by the performance credibility now attached to e-MTBs through competitive racing.
Thornley notes that this shift is changing perceptions about what e-MTBs represent. Once seen primarily as leisure or commuting options, electric mountain bikes are now viewed as serious, high-performance machines. As racing continues to demonstrate their capabilities, more riders are investing in e-MTBs for sport rather than simple utility.
Looking ahead, Thornley remains optimistic about mountain biking’s future. Even with upcoming changes to streaming access in 2025 that may affect audience reach, he believes the enthusiasm around both traditional and electric mountain biking will continue to grow. The excitement generated by televised competitions, combined with the accessibility of e-MTBs, is likely to bring even more people into the fold.
For those considering the transition from watching to riding, Paul’s Cycles has prepared a beginner-friendly guide to help new riders choose the right mountain bike. This includes practical advice for those interested in exploring the trails on an e-MTB, making it easier than ever for newcomers to join the movement fueled by the global rise of mountain bike racing.
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