YT Industries is a brand firmly rooted within freeride mountain biking. From its first-ever bike launch, the DIRTLOVE, to its long-reigning history with events such as Red Bull Rampage, it has always sought to push limits. And while the landscape of bike technology has advanced over the years, the level of skill and determination from athletes has soared; there’s a rumbling on the horizon, and it’s going to thunder down, forever changing the landscape as we know it.
The dawn of women’s freeride is upon us, and YT Industries couldn’t be more stoked to usher in this new era. Emerging from the sidelines and lesser-known park sessions, a tsunami of women has hijacked the media’s eye, demonstrating their prowess for big air, huge tricks, and not giving a f*ck. To shake up the status quo of male-dominated freeride, you have to make some noise, and that’s exactly what these women are doing to pave the way for a new generation of riders.
What is Freeride Mountain Biking?
“Freeride to me is riding whatever I think is fun and expressing creativity through riding my bike.”
– Emma Olofsson, YT MOB
Historically, freeride has been defined by colossal features, hucks, and dual crown forks, much like the premise for the iconic Red Bull Rampage. But over the years, freeride has loosened its definition and grown, encompassing style, bar-spin tricks, and crossing lines with the realm of slopestyle. It’s this looseness that appeals to so many people; you can make freeride your own. Sure, there will forever be the purists who will accept nothing less than flipping 60-foot canyon gaps, but for many, the expressive nature and versatility of freeride is much more.
The Wave of Women’s Freeride
Women’s uptake of mountain biking has sky-rocketed over the past decade as we see more women hitting the trails in search of Good Times. With the help of social media, much of that uptake is from seeing more rad female riders riding fast, doing cool sh*t and having a killer time in the process. Before the industry knew it, it had an inspired horde of women armed with bikes and a f*ck-it attitude who were determined to do the unthinkable.
The pathway to the echelons of global freeride recognition has taken various shapes, from as early as 2011 with the WFM Air Dome events, to more recently, with Red Bull Formation. This women’s freeride camp in the Utah desert saw handpicked female athletes carving lines for a more inclusive future within the sport. After showcasing what women can do when given freedom, support and opportunity, the women’s freeride movement really began to kick off.
Why is Women’s Freeride so Important?
While the landscape of women’s freeride mountain biking has undeniably progressed, reaching new heights year-on-year, it’s important to recognise the historical lack of women’s categories at events. Access to competition is necessary for women to showcase their skills on a larger stage. Without it, it fuels the stereotype that freeride is a mens-only landscape.
“If we aren’t given the opportunity, we can’t show what we are made of!”
– Emma Olofsson, YT MOB
Including women’s categories at world-level events and seeing them broadcasted on the big screen isn’t just about equality; it’s also about realizing the full potential of the sport. Each rider brings a unique style, creativity, and perspective, encouraging progression and inspiring future athletes in the process.
What does the future hold?
We asked YT MOB rider, Emma Olofsson, how she wanted to see women’s freeride progress: “I’d really like to see women being able to compete and attend any event that men can attend, and I believe we are getting there! Most people are behind us, and the ones who aren’t are stuck in the 1800’s mindset. Women not having the right to vote sounds crazy, doesn’t it? Yeah, and so does women not being able to compete in the bigger freeride events.“
Women are already sending it big at events such as Fest Series and Swatch Nines, but what about more mainstream events? At the end of 2023, FMB announced the inclusion of women’s categories at all Gold and Diamond level events from 2024. “The introduction of women’s categories at FMB Gold and Diamond Level events is the result of years of barrier-breaking and indicative of the rapid evolution,” said Darren Kinnaird, FMBA Board Member.
And while we’ve seen the first women to ever compete in Red Bull Hardline down-under this year already, we’re still waiting on the verdict on whether a women’s category will be introduced at Red Bull Rampage 2024.
The rapid momentum of the women’s freeride movement is fuelled by empowered riders and supported by a growing community, and there’s nothing that can slow them down. We’re stoked to play our part in the evolution of freeride through the YT MOB.
