Brand Identity:
The Landmine MTB Classic

All ready a well-established race, we wanted to push the Landmine MTB Classic even further. But the overall sport of mountain bike racing had been losing popularity for years - losing ground to other events like cyclocross. After taking a long look at who was actually racing in Landmine, we saw things a bit better.  We realized that Pro & Cat 1 racers, traditionally the bulwark of racers at the event, were no longer the primary participants. Things had changed...

"Everyone's experience is valid..."

That became our guiding mantra early on in re-inventing the Landmine MTB Classic.   We made a conscious pivot to trying to validate everyone's experience at the event.  Everyone who raced the Landmine should have the best experience possible, no matter their age, sex, or ability.  In short, we made absolutely sure to treat each and EVERYONE as bonafide MTB racers. And it made all the difference in the end - and still does to this day. That's why the vast majority of racers at the event each year are Cat 3, 4, & 5.  And we have more kids race than Pro & Cat 1 combined. And that's just how we like it...

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