In recent years, the world of mountain biking has undergone profound changes. While performance was long the primary yardstick, today the paradigm is shifting toward something broader: experience.
The desire to challenge oneself hasn't disappeared, but it's no longer the only central element. More and more bikers are looking for a different balance, in which the riding remains fundamental, but the context, the company and the overall quality of the time spent also acquire value.
Why the way you experience MTB is changing
The causes are many: a growing and changing rider population, a society less focused exclusively on competition, and new generations experiencing sport in a more fluid way, less oriented towards pure performance.
Without going into sociological analysis, it is however clear how this change is also reflected in MTB tourism.
With the arrival of spring, many riders begin organizing outings. It's no longer just about "going for a ride," but about creating an experience: choosing a destination, organizing with friends, and fitting in family and logistical time.
And for this very reason, when you take the car to reach the location from which you will start the tour, expectations are raised.
How to choose a MTB destination today
If we are more willing to accept compromises when we go out in the area, when we move around the world the choice of destination becomes much more selective.
You're not just looking for a trail, but something that adds value to your entire day.
The data, even if partial like that from Strava, points to a clear direction: the most popular locations are those that have built their own recognizable identity over time.
And this identity is based on two key elements.
The first is the quality of the riding: well-designed, flowing, and maintained trails make all the difference.
The second—which is a direct consequence of the first—is the presence of bikers. Where the pedaling is good, riders come. And, as often happens, bikers attract bikers.
Pogno and Colazza: two different realities, united by the quality of their trails.
Two concrete examples of my territory are Pogno and Colazza.
Two different realities by nature, but united by a key element: accessible trails, well designed and conceived to offer an experience of riding fulfilling.
Pogno's identity has been built over time with a more racing-oriented approach. It's no coincidence that the Superenduro staff chose it as this season's opening round. Events, particularly those related to enduro, have played a key role in positioning the town, helping to boost its visibility and recognition.
But, beyond the competitive component, the numbers today are mainly made up of Sunday enthusiasts: riders looking for well-made, fun and repeatable trails.
The MTB school also plays a key role in this process. Not only as a tool for introducing the discipline, but as a true driver of community growth.
The presence of young riders creates a natural turnover: many kids become passionate, start frequenting the trails regularly, and, over time, become an active part of the local community.
This is how continuity is built. A path that, in Pogno, has its roots in the work carried out over the years by I Gufi, and which today finds new energy in the younger generations.
It's not just about training riders, but about creating people who know the area, respect it, and help keep it alive.
Colazza, on the other hand, represents a different model. There's no strong competition component here, but a very clear and accessible offering.
The proximity to major urban centers and the ability to do multiple runs in a few hours make the experience extremely accessible. The result is a ski resort less exposed to the media than Pogno, but solid and growing.
In both cases, communication also played an important role, albeit with different approaches: more event-oriented in Pogno, more focused on the simplicity and accessibility of the experience in Colazza.
Communication: it's not enough to show, you have to interpret
Today, it's not enough to have good trails: you need to know how to tell them.
It's no longer enough to post a POV shot or a photo of the trail builder at work. You need to craft a clear, coherent, and accessible message.
Direct experience proves it.
In a context where trails were also used by elite riders and World Cup athletes — and therefore perceived as highly technical and exclusive — the way they were communicated represented a barrier.
The implicit message was: difficult trails, for the few.
By changing the narrative, without changing the trails but the way they are described—from routes “for athletes” to challenging trails where you can test yourself and grow technically—the perception has completely changed.
And with it, the number of visitors.
The point isn't to simplify, but to make accessible. Not to lower the bar, but to open the door.
The real common thread: the quality of the trails
Beyond the differences between models—events, accessibility, community, or communication—a clear common thread emerges.
It's the trails that make the difference.
It doesn't matter whether they're flowy, easy, or technically challenging: what matters is modern design, careful construction, and constant maintenance.
Trails designed to offer a riding fluid, readable and satisfying.
In this sense, training plays a key role. Taking structured courses, such as those promoted by the International Mountain Bicycling Association, allows you to interact with industry professionals and develop a broader and more informed vision of trail building.
It is precisely through this type of growth that we move from isolated interventions to truly sustainable planning, capable of lasting over time and responding to the needs of an ever-growing community.
You no longer just choose where to ride your bike
This is the real enabling element of the experience.
Everything else—events, community, communication—amplifies, but does not replace.
Because today, more than ever, the biker can be attracted by many factors, but he returns (and returns) only to where he truly enjoys the saddle.
And it is precisely there that, over time, a true MTB destination is built.
