Paul Howard, Technical Director, PMBI Association
Industry Best Practices MTB Instruction & Training THE INDUSTRY VALUE IN MOUNTAIN BIKE LESSONS & COACHING
Australian MTB Summit Mt Buller 2015
Discussion Points Introduction The importance of MTB Lessons to help drive industry growth. The demand for MTB Lessons & Tours MTB Lesson Culture in North America vs. Australia The need for a Professional Instructor Certification Body The benefits of a united, global, certification for Australian MTB Lesson Providers The link between mountain bike teaching, trail development and retail for industry growth
Introduction
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Teaching mountain biking and training MTB instructors since the late 90’s Director MTB school in North Carolina for 5 years Cycling Safety Instructor (schools, urban) Founder & Developer of the industry leading PMBI Instructor Certifications Founder & Owner of Whistler-based, ZEP Mountain Bike Camps & Instructor Training, est. 2006 Technical Director of the PMBI Association PMBI Course Conductor and Master Evaluator Head Trainer for Whistler Blackcomb Snowboard School CASI National Evaluator Training Team Member CASI Level 4 and Course Conductor CASI Technical Committee Member
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After 3+ yrs of work and forming numerous industry partnerships and collaborations, in 2015 PMBI was turned into a not-for-profit association.
THE ONE THING TO REMEMBER (you’ll be tested at the end!)
LESSONS ARE A KEY INGREDIENT TO DRIVING INDUSTRY GROWTH… to improve the riding & learning experience to keep people safer (less injuries) to help get more people on bikes!
The importance in MTB Lessons & Tours to help drive industry growth. WHO TAKES LESSONS? Novice to intermediates are the key market (same as winter industry) Advanced riders in established areas (e.g. Whistler) Kids - schools, clubs, summer camps, bike camps Adults - private lessons, weekend camps, coaching About 50-50 girls/boys Women are a key component to MTB growth People new to the sport Experienced riders looking for more
The importance in MTB Lessons & Tours to help drive industry growth.
HOW DO THEY HELP DRIVE THE INDUSTRY? Lessons make it easier and safer for people to be introduced to the sport. Women are key! Lessons help encourage parents to let their children try the sport and get more involved. Lessons provide new pathways to encourage current riders to keep progressing, helping retention. Technically aware riders enjoy the sport more, crash less, and encourage more friends into the sport.
The importance in MTB Lessons & Tours to help drive industry growth.
Lessons help change the public image of mountain bike from “extreme” to “a lifestyle sport” Drive retails sales Provide a complete “product” for bike parks, trail centres, etc. Grassroot programs for increasing participation, athlete development and competitive success
The Demand for MTB Lessons MTB IS GROWING - DEMAND FOR LESSONS IS GROWING Two major industry drivers in the last 5+ years: DECLINE OF WINTER INDUSTRY GROWTH OF COMMUTER-BASED CYCLING 2011- 2012 sales up 11% 2012 - 2013 sales up 16% (Leisure Trends Group, 2013, USA) Industry revenue is estimated to rise at a compound annual rate of 7.9% over the five years through 2015-16, to reach $729.1 million. As consumers continue to ride bikes for recreation and transport, revenue is expected to grow by 2.4% in 2015-16. (IBIS.com.au)
The Demand for MTB Lessons Anecdotal Evidence Every bike park, coaching company, lesson and tour provider (camps, clubs, shops, outdoor adventure co’s) have reported growth in last 5 years. PMBI average annual growth rate (participants) since 2006: 52% PMBI growth 2014 - 2015: 46%
Adult Group Age 18 and older – 28.5 million 72% of total industry. Mountain Bike 24% of bike sales Coaching (additional shop service revenue) 9.8% Female 19.1 million 49% of industry Average age is 34.2 years old. Male 20.2 million 51% of industry Average age is 35.5 years old. (Gluskin Townley Group, 2013, USA)
MTB Lesson Culture in North America vs. Australia HOW CAN WE HELP DRIVE FURTHER DEMAND FOR LESSONS IN AUS?
Challenges include lower participation numbers due to… 1. The huge focus on water sports in Australia 2. Geographical differences. …and the “learning culture”. “A lesson would be a good idea.” vs. “Nah… she’ll be ‘right, mate!” Winter vs. Summer… cycling is not mountain biking. “Can’t ski/snowboard and never seen snow before… I need a lesson!” “I can already ride a bike… I don’t need a mountain bike lesson!
MTB Lesson Culture in North America vs. Australia HOW TO ADDRESS THESE ISSUES? MTB is growing in Australia and NZ. Keep going!
1. Get the word out there… you can actually take a MTB lesson! 2. MTB lessons are awesome… more fun, crash less, less fatigue, progress, etc. 3. MTB lessons save relationships… encourage people to learn from experienced instructors, not experienced riders. 4. Change people’s “thinking”… just because you can ride a bike, doesn’t mean you can mountain bike. 5. Market lessons (justify) by comparing to other examples of sports instruction: Golf, Ski, Snowboard, Tennis, Swim, Surf. Remember, lessons are a key ingredient to help drive industry growth!
To summarise…
LESSONS are a KEY INGREDIENT to INDUSTRY GROWTH MTB is GROWING - DEMAND for LESSONS is GROWING QUALITY LESSONS demand GOOD INSTRUCTORS
The need for a Professional Instructor Certification Body HOW TO CREATE GOOD INSTRUCTORS (come to a PMBI course!) Good riders do not necessarily make good instructors! To teach and guide effectively, an instructor must understand and possess core teaching skills first, and riding skills, second. Good instructors do not necessarily make good instructor-trainers! Teaching someone how to ride better is very different to training someone how to teach. Pedagogy skills are essential. Promote a pro’s and con’s ethos to teaching Techniques are rarely “right” or “wrong”. Instructors teaching with this mantra build road blocks in peoples learning and often adopt a negative teaching approach.
The need for a Professional Instructor Certification Body
DEVELOPING QUALITY TRAINING COURSES Establish, maintain & continuously develop professional and consistent teaching and guiding standards. Collaborate and liaise with industry experts in multiple disciplines. (e.g. MTBA, QTMBC, Cycling NZ, IMBA Canada, etc) Provide a complete training system for new and experienced instructors, alike. Listen to feedback to develop programs to be at the forefront of sports instruction, and not just in mountain biking.
The need for a Professional Instructor Certification Body
TYPICAL OUTCOMES FROM POOR INSTRUCTION Reduces teaching standards… uncertified/minimally trained instructors have no real reference point to asses their teaching ability Holds the industry back… regurgitation of numerous “MTB myths”, e.g. weight back!!! (Magazines… ahhhh!?!) Damages the image and credibility of mountain bike lessons, and mountain biking overall.
The benefits of a united, global, certification for Australian MTB Lesson Providers
OUTCOMES of an internationally recognized certification Quality of program development is increased‌ better training courses for instructors. Easier to build a business, offer consistent guest experiences, train staff and ensure quality programs. Repeats, reputation, revenue! Instruction industry has more credibility and success through consistent teaching methods, terminology and riding techniques. Clubs, schools, businesses all benefit.
The benefits of a united, global, certification for Australian MTB Lesson Providers
WHAT DOES THIS ALL MEAN?? Higher retention rates, increased participation numbers. More trail users Increased bike & accessory sales Increased rental & lift ticket sales (bike parks) More complete “products� Healthier, happier population
The link between mountain bike teaching, trail development and retail, for industry growth Trails designed for teaching and guiding are also much better for riding. Win - win. Trail standards help provide consistent environments for better learning and trail experience (in and out of a lesson). We need more fun, safe, but progressive green and blue trails - no gap jumps on blues! Bike shops & designers that better understand the learning process: customers end up with a better set up‌ please stop selling clips to beginner-intermediates! Happier, more loyal customers.
THE ONE THING TO REMEMBER!
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Closing remark:
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Trails are awesome. But if people can’t find them, can’t ride them, or can’t have a beer and some food at the end of them, then we’re still missing opportunities to help develop and grow the sport. Thanks for listening!
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