Crankworx rolled through town again last week, and while some may think it has gotten a little samey after 20 years, I actually had one of my favourite Crankworx weeks in years. I’m not on the media and photography beat nearly as much these days, leaving the sweaty work of running around covering all the events to the industry professionals. The week is legendary for world-class racing and infamous for raucous partying, with brands and teams seemingly all trying to outdo each other in who can have the most fun.
After attending and enjoying 13 Crankworx festivals in Whistler and seeing where the organizers have taken it over the years into 2024, I’ve compiled what I think mountain biking’s annual pilgrimage is—and isn’t—about.
Crankworx IS about riding your bike
This should be a no-brainer for tourist visitors, but the hundreds of industry folk who come for big meetings, socials and handshake deals can get a bit caught up in their overloaded schedules and forget to ride their bikes. I have to commend Whistler local Quinn Lanzon (who convinced me to race the Back Forty earlier this spring) for organizing early morning rides throughout the week, getting these overworked bike industry people out of bed, onto their bikes and back to the village in time for their first appointments of the day. It inspired me to get out with my own bike company colleagues while they were in town and I hope the trend continues at future industry events.
Crankworx IS NOT just about free swag
Giveaways are always going to be a part of these events. Getting your product or logo into the hands of attendees can be an effective marketing tactic, but just like overzealous hands at Halloween, the greed of some attendees can get a little much. And yes, I’m talking about (some of) your kids. When I’m working at my employer’s booth, I don’t mind youth who come up and politely ask if there’s swag or giveaways happening. What I do mind are groups of kids who maraud the Village Stroll, stuffing their backpacks and treating tired trade-show workers like product dispensers. Swag is fun, but let’s mind our manners.
Crankworx IS about progress
It was a rough start to the 2024 event calendar this year when the male slopestyle athletes refused to compete in Rotorua, citing unsafe riding conditions and undercompensated competitors. But things have gotten better on that front. The last-minute time change to Red Bull Joyride, pushing it up to 10 a.m. on Saturday to avoid strong afternoon winds, was an example of organizers putting their athletes’ needs ahead of livestream numbers or spectator convenience. Crankworx has also championed women’s participation at all its events, and was one of the first to offer an equal prize purse. Witnessing the talented female slopestyle riders hit the gargantuan Boneyard jumps—in their own sanctioned competition—was a sign real equality is gaining traction in mountain biking.
Crankworx IS NOT all about the party
People like to get loose in Whistler. Nothing new there, but some athletes and industry players can sometimes overdo it with the simple plan of “getting f–ked up” every night. These people tend to have a lot of influence in the mountain biking world and it doesn’t set a great example for young up-and-comers to aspire to. Speaking of which, the Aspire event hosted by Eliot Jackson and the Grow Cycling Foundation on July 22 was a breath of fresh air to the normal bro-down gatherings Crankworx is known for. The event welcomed young athletes, families and underrepresented communities with the goal to help create pathways for these people in the sport. The panels of creators, professional athletes and industry leaders were both informative and compelling, plus the decision to make it an alcohol-free event felt more than appropriate.
Crankworx IS still about racing
With Crankworx scheduled during a gap in the UCI World Cup Downhill calendar this year, more of the world’s fastest racers were in attendance and able to compete in the Canadian Open Downhill. The 1199 track in Creekside is gaining notoriety as one of the steepest and most technical venues for DH racers and a bid for a World Cup stop (or hosting the World Championships) inches closer. Seeing Squamish local Jakob Jewett take the win at the Canadian Open for the second time cemented the fact Whistler is producing some of the fastest mountain bikers in the world.
Thanks to everyone who made the 2024 Crankworx festival such a success. The lack of sleep, abundance of hangovers, and exhaustion from riding bikes almost every day last week made for quite the recovery. See you all next year.
Vince Shuley took it easy this week. For questions, comments or suggestions for The Outsider, email [email protected] or Instagram @whis_vince.
