Mountain biking is having its moment. Big crowds, booming broadcasts and eye-catching performances have helped take the sport beyond the trails and into the public spotlight. And with every televised descent or Olympic climb, more spectators are becoming participants.
The numbers from 2024 back that up: UCI Mountain Bike viewership increased by 133% on YouTube, with an average of 500,000 additional views per round compared to 2023. That surge in exposure is translating to real-world results for retailers like Paul’s Cycles, who saw a 245% spike in MTB revenue during the Paris Olympics mountain bike finals weekend alone. UK search interest for “mountain biking” jumped 77% at the same time.
From fans to first-timers
According to Tom Thornley, Managing Director at Paul’s Cycles, this growth is part of a broader shift. “Events like the UCI Mountain Bike World Series are having a real impact, bringing mountain biking into the mainstream and inspiring a new wave of riders,” he explains. “We’re seeing more first-time customers, including families, younger riders, and a growing number of women entering the sport.”
Paul’s Cycles has seen a 191% year-on-year rise in MTB sales, alongside a 366% increase in traffic to its mountain bike pages. The excitement isn’t just for the traditional formats either. Electric mountain bikes (e-MTBs) are becoming a standout category, buoyed by the rise of formats like electric enduro racing (EDR-E).
During the 2024 World Series EDR-E finals, traffic to the site’s e-MTB section surged 80%, while total e-MTB sales rose 21% across the year. Year-on-year, total traffic to Paul’s Cycles e-MTB listings climbed an eye-catching 338%.
Thornley believes this reflects a broader shift in how people perceive the sport. “The rise of e-MTB racing is already changing perceptions and creating real momentum around electric mountain bikes,” he says. “They’re increasingly seen as high-performance machines, not just for leisure or commuting.”
A new Olympic era?
This wave of enthusiasm could reach new heights in 2032, with Downhill MTB expected to debut as an Olympic discipline in Brisbane. If confirmed, it would reflect the changing face of cycling – one that’s faster, grittier, and more accessible than ever before.
Even as fans debate upcoming changes to race streaming platforms, the general outlook remains positive. Mountain biking, both in its traditional and electric forms, is reaching new audiences – and getting more people out riding.
For those inspired to make the leap, Paul’s Cycles offers a beginner’s guide to help new riders choose the right mountain bike, with options tailored to first-time e-MTB riders ready to hit the trails.
