Gearing Up! is a framework for marketing and media professionals in the mountain biking industry who are looking for ways to expand their market reach by pursuing a gender-progressive representational strategy. This means using marketing and media to shape the culture of mountain biking so is more inclusive, welcoming and open to all genders.

Gearing Up! helps women+ build meaningful connections with mountain biking, sparking a lifelong passion - and unlocking significant business potential through sustained engagement and investment in the sport.