Flow Mountain Bike | Transparency Report 2025

Flow Mountain Bike: Transparency and Our Commitment to You

Over the years, Flow has grown alongside an evolving media landscape, and our audience has become larger and more diverse. We recognise that many people may not fully understand who we are, how we work, or how we remain free and independent in this environment. We’re proud of the role we’ve played in the cycling scene, helping riders discover the best places, bikes, gear, and stories. And we’re equally proud to say that Flow Mountain Bike is entirely free to access.

This is our way of answering those questions. It’s about pulling back the curtain and sharing what goes into running Flow-how we balance partnerships with brands, destinations, and events while staying true to our readers and our mission.

We also explore the realities of digital media today. With so much free content available online, we understand it’s not always clear how media outlets operate or sustain themselves. By sharing our approach, we hope to provide clarity and build trust with our community.

So, who are we, why do we do this, and how does it all work? Welcome to our first transparency report.

Who We Are and How We Work

Flow’s Independence

Flow Mountain Bike is 100% independent. There are no external stakeholders, no corporate influences-just a team of passionate riders creating honest, rider-focused content. Our independence allows us to focus solely on producing high-quality content that serves the cycling community.

Ownership

Flow is proudly family-owned and operated by myself, Mick Ross, after co-founding the business nearly 15 years ago. My lifelong passion for cycling and dedication to the MTB community has shaped Flow into what it is today.

The Team

We’re a team of six based in Australia and Canada, supported by an incredible network of friends, contractors, and freelancers who are all connected somehow. Each team member brings unique experiences, perspectives, and skills, which add good vibes and diversity to everything we produce.

We fuel our stoke with our fantastic position and truly believe we have the best jobs in the world. Who are we? Click here to visit our About Page.

What We Do

Flow is a digital-first media outlet dedicated to mountain biking, gravel riding, and being outdoors on bikes and everything in between. As well as the people, tech, news, places, and everything in between. While we have ‘mountain bike’ in our name, we speak to more.

Our primary channel is the Flow Mountain Bike website, supported by:

We’re also a visible part of the cycling community. You’ll find us at many events, sometimes in a professional capacity (haha, sometimes), other times simply cutting laps, putting on a number plate, soaking up the vibes, cheering on the pros, and spectating with the crowd. However, there’s rarely a camera far from our hands.

Flow is a digital-first media outlet dedicated to mountain biking, gravel riding, and being outdoors on bikes.

While we remain closely connected to the scene through events, consuming a lot of media and socially through personal riding experiences, we also rely on data to back up decisions about what we create and how we present it. Our audience surveys play a crucial role in this process, helping us stay focused and in tune with what you want to see. They’re also the best way for you to help shape our future content. When our next survey launches, we’d love for you to take part. Your input is invaluable in guiding Flow’s direction and keeping us rolling.

Our Mission

Since we began, Flow has had a simple mission: to inspire, entertain, inform, and connect the cycling community. We see ourselves as a bridge between riders, places, and the industry, amplifying the stories and innovations that drive mountain biking forward while helping riders have fun and make informed decisions. Hugs.

Since we began, Flow has had a simple mission: to inspire, entertain, inform, and connect the cycling community. Oh, and say hi to Tom, Chris, Murray and Em.

Celebrating Cycling’s Diversity

Cycling means something different to everyone, and at Flow, we embrace that. Whether you’re poring over the latest tech, considering your next bike purchase (or just dreaming and drooling over it), planning epic adventures, racing or participating in events, improving your skills, or simply enjoying rides with family and friends, blissfully unaware of the latest tech, Flow celebrates all types of riders and experiences.

This diversity makes cycling special and drives us to create content that connects and inspires the entire community. I encourage you to explore our website any week. The range of content you’ll find is as varied as the weather we ride in.

Authenticity at Flow: Real Riders, Real Stories

Everything you read comes from real people who ride, crash, bonk, froth and love cycling just like you. Our content is written by passionate riders who test, research, and live the experience. No AI is used to create our articles or our team crafts reviews- every word.

The Journey of Flow – In Brief

Flow Mountain Bike began its journey nearly 15 years ago, born from a desire to create something forward-thinking for the mountain biking community. Founded by Chris Southwood and Mick Ross after six years as the editorial team behind Australian Mountain Bike (AMB), Flow launched as a print magazine alongside a website, YouTube channel, social media platforms, and a digital magazine.

After six years behind Australian Mountain Bike Magazine – AMB – Mick and Chris launched Flow. Look, no grey hair!

From the outset, Flow combined the tactile beauty of print with the immediacy and accessibility of digital. The print magazine offered rich storytelling and stunning photography, celebrating the trails, bikes, and people that make mountain biking special. Meanwhile, the website provided timely reviews, news, and interactive content, adapting to the fast-paced digital world.

At the time, Australia’s mountain biking media landscape was on the other side of the golden age of print, with four major print titles: Australian Mountain Bike (AMB), [R]evolution, Mountain Biking Australia, and Flow. As the new kid on the block, Flow faced challenges carving out its space against well-established players with strong distribution networks. Despite this, Flow’s fresh approach, engaging content, and passion for the sport resonated with readers, helping us build momentum with subscribers and followers.

By 2013, after producing just four print issues, we made the bold decision to move entirely online. This wasn’t just about adapting to a changing media landscape- it was about embracing an opportunity to better serve the cycling community. While moving away from print was bittersweet, it allowed Flow to innovate and expand in ways that print could not, paving the way for a fully digital platform that remains free and accessible to this day.

There is more to the story, and it’s a fun ride. Check that out here.

The Team and Flow Today

The media landscape of Australian mountain biking has changed significantly. Of the original four print titles, only Australian Mountain Bike (AMB) and [R]evolution remain. Flow’s move to digital early on enabled us to navigate these changes while staying connected to a global audience. Today, we’re proud to produce diverse content that riders genuinely value, from in-depth reviews and news to inspiring destination guides and stories that celebrate cycling in all its forms.

Our international reach has grown significantly during this time, with readers from around the world engaging with Flow’s content. Whether it’s riders in North America, Europe, or Asia, the Flow community extends far beyond Australia nowadays, reflecting the universal appeal and international voice of bikes and cycling culture.

Key team members, Wil Barrett, Tech Editor, and Colin Levitch, News and Content Editor, bring editorial leadership and deep industry expertise. Jono Wade has led Flow into a data-driven, decision-making era, managing commercial activities and becoming a destination marketing guru. Tom Wilson, our permanent content syndication manager, ensures all Flow content reaches its audience across social media, email, and YouTube.

We’ve also welcomed outstanding regular contributions from Michael Cooper, Lia Ladbrook, Dan MacMunn, and Nick Martin, who strengthen our bike and product testing program. Additionally, we have Justin Morris, who heads the Flowback segment, celebrating mountain biking’s heritage. Chris Sansom and Em Chadwick are destination showcase superstars who bring character and information to our travel features.

And a special mention to the hard-working Murray Farrell, our head of video production and editing; it’s a banging team!

In addition, Paul van Der Ploeg, Eli Nuspan, Justin Castles, Jasper da Seymour, Jim Aldersey, Pat Farrel, Phil Latz, Oscar Manning, Loic Bruni, Kristina Vackova, Jack Kelly, Roz Bradley, and an incredibly diverse network of friends, contractors, content creators, and freelancers contribute to making Flow’s content rich and varied.

This diversity in our team reflects Flow’s broader mission: to represent all facets of the cycling community while remaining authentic.

Read more about our whole team here.

The Realities of Digital Media

While we prioritise creating content that serves and inspires riders, we also recognise the importance of making decisions that ensure Flow remains a sustainable business and supports its staff.

Digital media is tricky. Let’s face it: most people today don’t pay for the content they consume online, and that’s okay, we get it. Media consumption has evolved, and for many, the idea of paying for news or entertainment feels like a thing of the past. However, this shift presents significant challenges for modern media platforms like Flow.

Paul and Eli showcasing trails and the community in Western Australia.

Think about how television evolved. In the analogue days, you only needed an antenna to catch your favourite show, and it felt free. But behind the scenes, networks were paying production costs, staff, and infrastructure, funded by advertising and syndication. Fast forward to today, and many viewers now subscribe to streaming services to access premium content. Media remains valuable, but the ways it’s funded and delivered have changed dramatically.

Now imagine Flow as your digital antenna. We provide free access to a wealth of independent, high-quality cycling content, but the reality is that our antenna requires ongoing investment to keep broadcasting. Maintaining a high-performing website, funding thorough product reviews, and producing polished video content all require resources, and we can’t rely solely on the traditional CPM (cost per thousand impressions) advertising model. The revenue generated from ad impressions simply doesn’t match the time, effort, and costs involved in delivering content of this calibre.

Take a classic example: the launch of a new bike. The minute the embargo lifts, the story is covered across every cycling website, YouTuber, ambassador, and dealer, flooding the internet with similar content. In this crowded space, we aim to elevate our coverage, adding value, insight and context for our readers. Meanwhile, the brands benefit greatly from a piece of coverage that generates exposure, build excitement, and help drive sales.

We believe it’s only fair for brands that benefit so much from this exposure to support the platforms that make it happen. That’s why our partnerships allow us to create content that goes beyond the basics, offering added depth, context, and value for our readers while ensuring Flow remains free and independent.

The Costs of Running Flow

Running Flow isn’t just about passion-it’s a business with real, ongoing expenses. Behind the scenes, there’s a lot that goes into creating and maintaining a high-performing website, producing quality content, and supporting a professional team. Here’s a snapshot of the key costs involved:

Advertiser Partnerships

How Advertising Works

Flow Mountain Bike is free to access, thanks to a mix of revenue streams, including display advertising, marketing services, sponsored projects, and partnerships with like-minded businesses, brands, and destinations. These revenue sources enable us to produce high-quality, independent content while covering the real costs of running Flow.

Kristina, waaaaay out there in Tasmania.

We’ve explored many potential revenue streams over the years. A paywall or subscription model could have provided a steady income, but it would have limited our content’s accessibility. Returning to print was another tempting option, but the challenges of distribution and the fast-paced nature of digital content made it an impractical choice for us.

Instead, we’ve embraced a multi-faceted advertising model that includes:

This diverse approach allows us to keep Flow free for our audience while supporting the production of high-quality, independent content.

Importantly:

Flow does not use affiliate marketing or embed kickback links in our content. While affiliate marketing can work well for other media outlets or influencer-style content, we choose to keep our content clean and free of these structures. This ensures our readers can trust that our recommendations and reviews are based solely on our experience and expertise not on financial incentives tied to sales.

By blending these revenue streams, we can maintain Flow’s independence and provide a wide range of content that reflects the needs and interests of our audience.

How Advertising Campaigns Work

Our partnerships provide advertisers with unique opportunities to connect with a passionate cycling audience. A typical campaign might include:

  • Display Advertising: Placing banner ads or graphics across our website to promote their products or services.
  • Sponsored Newsletters: Featuring targeted messaging in our weekly FlowMail to reach an engaged email audience.
  • Competitions or Giveaways: Running promotions to engage our readers directly, often generating leads or building brand loyalty.
  • Custom Content: Collaborating with us on branded editorial, product features, or destination highlights that align with their focus while benefiting the broader cycling community.

For example, a bike brand might launch a campaign that combines website banners, newsletter sponsorship, and a detailed product review. Meanwhile, a tourism destination might collaborate with us to create an immersive guide to its region, complete with professional photography and videos, supported by display ads that encourage riders to explore the area.

In these campaigns, advertising revenue often allows us to allocate resources to our editorial team. This enables them to produce high-quality, engaging content aligned with the advertiser’s goals while ensuring it resonates with our audience. This approach helps maintain a balance between meeting commercial objectives and delivering value to our readers.

Destination Partnerships and Services

Beyond bike brands, Flow collaborates with destinations, trail networks, and tourism organisations to create unique content that showcases the best riding experiences. Our work in this space goes beyond traditional advertising and often provides services like photography, video production, consulting and copywriting.

Whether it’s crafting immersive guides, producing engaging video content, or selling imagery to destinations for their own marketing, these partnerships diversify Flow’s revenue streams, creating distance from reliance solely on the cycling industry.

This diversity is a key part of Flow’s model. By working with destinations, we can offer more variety in our content and inspire readers with stories about the trails, landscapes, and communities they could explore next. This also ensures we stay connected to the broader cycling and outdoor community beyond the focus of bike brands.

Examples of Partnered Content

Our partnerships allow us to create valuable content that aligns with a brand, event, or destination’s marketing goals while frankly benefiting our audience.

For example:

Examples of Independent, Organic, and Editorial Content

While partnerships provide essential resources to keep Flow rolling, they don’t dictate all our content; we strike a balance. Much of what we create comes from our passion for cycling and our desire to connect with our readers. These pieces are driven purely by our team’s curiosity, expertise, and belief that they’ll resonate with our audience.

This includes:

By maintaining this balance, Flow remains true to its mission.

Why Our Advertising Model Works for Everyone

Cycling is a thriving ecosystem that supports countless jobs.

At Flow, our advertising model is more than just a way to fund our content-it’s a vital connection between the industry and the community. Cycling is a thriving ecosystem that supports countless jobs, from retailers and mechanics to ambassadors, engineers, event organisers, content creators, trail builders and the growing tourism sector. For this ecosystem to thrive, brands need to connect with riders, and that’s where we come in.

We provide the industry with a conduit to engage riders directly. Brands wishing to support our work can do so through carefully curated advertising and branded editorial. This partnership helps brands showcase their products and stories in ways that inform, inspire, and add value to the community.

We believe this connection is essential. It helps brands grow, supports the broader cycling industry, and ultimately benefits riders by driving innovation, funding trail projects, and keeping the cycling world moving forward. Importantly, we maintain strict editorial independence, ensuring our reviews and stories are honest, informed, and always rider-first.

The Flow Way

Bike and Product Reviews

All critical analysis at Flow is based on thorough, real-world testing and, plenty of it. We spend weeks riding trails we know to ensure every product is tested thoroughly. Our testing process balances technical analysis with the rider’s experience, ensuring we cut through the marketing noise and deliver practical insights into the individual bike or product’s target audience.

Wil on the tools: No bike or product is perfect, and it’s our job to uncover those imperfections and inform our readers.

Our reviews aren’t about indulging personal tastes-they’re about understanding the needs of our readers. We approach every product with a critical eye, focusing on its strengths, weaknesses, and suitability for different riders. We understand that what works for one person might not work for another, and we’re here to give you the context you need to make an informed decision.

Yes, many of our reviews are positive and reflect how advanced modern bikes and gear have become; reviews reflect the industry reality rather than blind endorsement. But we don’t shy away from calling out flaws, trade-offs, concerns, or areas where a product might fall short.

No bike or product is perfect, and it’s our job to uncover those imperfections and inform our readers. We aim to give you the full picture: the good, the bad, and everything in between, so you can decide what’s right for you. If we don’t highlight an issue, we’re doing our readers a disservice, and we don’t want that.

Nothing we test exists in a vacuum. Riders constantly compare options, whether they’re choosing between two bikes or weighing upgrades against their current setup. That’s why we highlight comparisons and considerations we know our readers are making.

For example, in a bike review, if we’re evaluating an enduro bike, we’ll likely compare it to its closest competitor or a similarly priced alternative that’s most relevant to readers. This context helps riders see how bikes compare and which one might better suit their needs.

News Content: Inform, Engage, Challenge

Regarding news, we pride ourselves on doing things our way. In a landscape filled with regurgitated press releases and marketing fluff, we take the time to craft every piece of news with our own words, perspectives, and insights. Whether we’re covering a product, a person, an event, a place or a hot topic in the cycling world, our goal is always to add value.

As we often say, if it can be found elsewhere, we need to bring something new to the table, or we’re just filling space.

Every news story you read on Flow is carefully written, referencing everything we know about the subject and leaning on our experience, knowledge, and connection to the mountain biking community. News should inform, engage, and sometimes challenge, and we stand by the importance of bringing our voice and perspective to every article we publish.

Destination Showcases: Entertainment Meets Information

Murray and Chris are at the scene of the shred. Our destination showcases are a blend of entertainment and information.

Some of our finest and most rewarding work comes from showcasing incredible riding destinations through words, videos, and photos. Our destination showcases are a blend of entertainment with information, striking a balance between high production standards and authentic storytelling.

In destination content, we might explore a trail network in a specific area and draw connections to nearby or similarly styled locations, showcasing why they’re worth considering. For instance, if we’re writing about Derby in Tasmania, we might suggest other nearby trails like St Helens or Blue Derby’s surrounding routes for readers planning their next trip.

We collaborate closely with destinations to highlight the unique trails, landscapes, off-bike activities, and family-friendly opportunities they offer. But you’ll never find us trying to sell you something- that’s not what we do.
This approach ensures our destination content stays true to Flow’s style-authentic, clear, and inspiring.

Challenges and Future Plans

Flow Mountain Bike has thrived in a rapidly changing media landscape, but challenges like sustaining independence and adapting to industry shifts remain. Looking ahead, we’re focused on expanding content, diversifying partnerships, building community ties, and supporting our team to keep inspiring riders everywhere.

Challenges

Future Plans

Snapshot of the Flow Audience: A Look at Our Community

Flow Mountain Bike’s audience isn’t just local- it’s global. Riders from across Australia and around the world come to us. Here’s a glimpse into who makes up our audience and what they care about most:

Where Our Audience Lives

What They Ride

How Often They Ride

Favourite Content Types

Family and Kids

Community Values

Whooooa, media!

How to Support Us?

Flow exists because of you, our readers. Without your support, we couldn’t do what we do. If you like what we do, here’s how you can help:

Ok, less talking, more riding. Let’s goooo!

Thank you for reading, riding, and being part of this journey. Let’s keep it rolling.

Mick Ross
Founder and Director – Flow Mountain Bike

Editorial Guidelines
At Flow Mountain Bike, we’re committed to delivering engaging and trustworthy content, from product reviews to destination showcases, news, interviews, and features. While many of the brands and destinations we cover may advertise with us, our editorial team operates independently, ensuring our content is guided by expertise and passion—not commercial influence. Sponsored content is always clearly disclosed, and we remain dedicated to providing honest and unbiased coverage across everything we publish. For more details, see our Transparency Report.

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