The (long) History of Flow Mountain Bike
Flow Mountain Bike was born in 2012, an idea shaped by ambition, frustration and an unshakable passion for mountain biking.
Founders Mick Ross and Chris Southwood—then Deputy Editor and Editor at Australian Mountain Bike (AMB) magazine—saw the world of media changing. As much as they loved the printed word, they were working within a publishing group that was so heavily invested in print that embracing digital media wasn’t just discouraged—it was practically forbidden.
At the time, they couldn’t have a website, a YouTube channel, or even Facebook on their work computers without special permission. It’s hard to imagine now, but this environment drove Mick and Chris to think bigger.
From Frustration to Flow: Redefining Mountain Bike Media
Frustrated by these restrictions, they envisioned a future where mountain bike media embraced the digital age, offering real-time updates, videos, and reviews alongside the storytelling and personality of traditional print.
That vision became Flow Mountain Bike. With nothing but their savings and some support from family, they took the leap. Brimming with ambition in its earliest form, Flow was both a website and a magazine—a dual-format approach designed to combine the best of both worlds and play to the strength of the two mediums.
The Magazine Era: A Beautiful Challenge
Flow’s print magazine was something special. Printed on luxurious paper called ‘Charisma Silk’ imported from Sweden (allegedly), it was a quarterly celebration of everything mountain biking stood for—passion, adventure, and personality.
The magazine focused on long-form features, travel destinations, history columns, opinion pieces, and character-driven stories. Unlike other publications at the time, it avoided bike tests, news, or event coverage. Those were left to the constantly updated website, which became a hub for timely updates, bike reviews, and videos. The magazine and website complemented each other beautifully. We pissed people off, fuelled stoke, ran the gauntlet and hopefully made an impact.
Finally, all of Flow’s initial magazine layouts and designs came from the talented Jordan Cole, whose eye for clean composition set a high standard for visual storytelling with website and digital support from the fine folks at Swell Design.
Producing it was very satisfying, and the print magazine had a devoted audience, selling it came with significant challenges. Securing shelf space in newsagents and exclusive airports proved difficult, and the ever-dwindling presence of newsstands made things even harder. Many people wanted the magazine but couldn’t find it, which was incredibly frustrating and a waste of Charisma Silk.
The printing and distribution costs mounted, the realities of the medium hit home, and after four stunning issues, Mick and Chris made the tough decision to stop printing and focus entirely on digital, video and social media content.
Shutting down the magazine was heartbreaking. It meant refunding subscribers and letting go of a dream they had poured so much into. But while it was a painful chapter, it laid the foundation for the Flow that exists today.
The Move to Digital
From that point onward, Flow committed to being free and accessible. The website became the heart of Flow, supported by advertising, partnerships, branded content, content production and merch sales. Without the barriers of print or a website paywall, Flow reached a larger audience than ever before, sharing stories, reviews, and videos that resonated with mountain bikers worldwide. It was an era of rapid growth and reinvention as Flow fully embraced its role as a digital-first platform. Pew pew.
During this time, Mick and Chris travelled extensively, attending press camps, bike launches, and events around the world. They witnessed firsthand the slimy rise of ‘access media,’ where coverage was often shaped by advertising deals and junkets rather than genuine reporting. This only strengthened Flow’s resolve to do things differently. Mick and Chris focused on delivering honest, high-quality, and entertaining content, raising the bar for what mountain bike media could be. They respected their audience and worked tirelessly to ensure their content reflected that respect and Flow still stays true to those foundations.
A New Chapter: Chris Moves On
As Flow grew, so did the demands of running it, often amplified by the challenges and frustrations of navigating industry partnerships. In time, Chris decided to step away, taking on a new role with the City of Sydney Council. While Flow had been a shared passion and a driving force for both Mick and Chris, the limitations and frustrations of working within the industry’s complexities—alongside Chris’s natural curiosity and boundless energy—led him to explore new opportunities. Chris’s decision to move on wasn’t an easy one, but it was driven by a desire to challenge himself and try something new.
True to form, Chris has continued to thrive in his new role, bringing the same creativity and drive to his work as he did to Flow. And, in case you’re wondering—yes, he still rides like a bat out of hell with very stiff arms and legs!
This transition left Mick to take the reins of Flow—a challenging moment. The dynamic between Mick and Chris had been integral to Flow’s early success, and Mick initially lacked the spirit to continue alone. But thanks to the unwavering support of a select few good humans, Mick found his footing, kept it on the gas, and steered Flow into its next chapter with determination and vision.
Building a Team : The Best Reviews, Stories and Latest Destination News
One of the most pivotal moments in Flow’s recent history came with the arrival of the magnanimous Wil Barrett, a remarkably talented individual. Wil brought a wealth of experience, having worked at Singletrack Magazine in the UK and, before that, with Enduro and AMB in Australia.
His deep understanding of the bike industry and media landscape, combined with his talent for bike reviews, elevated Flow to new heights. Today, Wil leads Flow’s tech and editorial department and is widely regarded as one of the best in the world in his field.
With Wil on board – our YouTube and bike review segment took on a new phase.
As Flow continued to grow, Mick brought on more regular staff and contributors. One of the most impactful additions was Colin Levitch, who joined as head content manager and staff writer. Colin, affectionately nicknamed ‘Colin OnIt,’ became the glue that held the editorial team together.
His ability to write destination features, conduct interviews, and manage freelancers brought a new level of polish and professionalism to Flow’s content. Colin’s diverse capabilities have been instrumental in maintaining Flow’s reputation for high-quality storytelling.
With Colin at the helm we were able to keep abreast all news, locations, and topics.
Driven by the motivation to get more people travelling and experiencing the wonderful places themselves, as we had done. Flow was expanding its reach in destination marketing on a few fronts. Recognised as experts in mountain bike media, social media, and content creation, Flow was frequently invited to speak at conferences and forums. Their ability to create engaging destination content not only set them apart but also helped solidify their connection to the Australian mountain biking scene. While Flow has always had a global reach, its roots remain firmly planted in Australia, celebrating the unique landscapes and trails that make the country a mountain biking paradise.
Data-Driven Decisions
Flow’s success has always been built on knowing its audience, but as the media landscape evolved, so did the need for data-driven decision-making. Enter Jono Wade. Jono came to Flow after working in ‘Agency Land’ in Sydney, where he managed high-profile campaigns for snazzy major brands. A frothing mountain biker, Jono injected a lot of energy and expertise into the team.
As Flow’s general manager, Jono oversees everything from partnerships and marketing strategies to the logistical challenges of realising the team’s projects. His experience in digital marketing and his ability to analyse data have been tremendous.
In recent years, Flow has a deeper understanding of our audience, and has conducted many audience surveys to understand better who its readers are, what they want, and how to serve them better. This data has helped Flow allocate its finite resources more effectively, ensuring that every piece of content delivers maximum value.
Jono and Mick have been hard at it, streamlining operations and creating systems and infrastructure that make it easier for new contributors and contractors to collaborate with Flow and keep the website looking fresh. Jono’s work has been crucial in keeping Flow humming as a tight-knit team supported by a broad network of freelancers.
Today: A Thriving Digital Platform
Flow Mountain Bike has come a long way from its humble beginnings. Today, it’s a thriving digital platform with more people and strategic moves than ever that reaches:
- 300,000 monthly website visitors,
- A highly engaged YouTube audience,
- Active social media channels, and
- A massive email database, with weekly updates shared via FlowMail.
Flow continues to push the boundaries of mountain bike media, producing reviews, videos, destination features, and stories that inspire riders in Australia and around the world.
Community and Passion at the Core
At its heart, Flow is about more than just bikes. It’s about the places, people, and stories that make mountain biking incredible. Flow exists to celebrate the community that makes it all possible.
Fuelled by a passion for riding and a commitment to storytelling, Flow remains dedicated to inspiring its audience and supporting the mountain biking community.
Our Motive
Flow remains committed to producing high-quality, inspiring content, championing the mountain biking community, and staying true to the spirit of exploration and innovation that has defined us from the beginning.
For more about our mission, values, and transparency, visit our Mission & Transparency Report.