Cast your mind back 20 years. The year was 2004. What a time! To really place you back in that time, lets build the picture a little more…
Iron Horse debuted the iconic Sunday downhill bike, which Sam Hill rode to, let’s just say ‘multiple’ podiums, GT had thrown everything they had at their i-Drive system and Yeti’s lil 4X frame was being used for everything from trail riding to Megavalanche. Freeride was in full swing, with Red Bull Rampage going off to such an extent that Red Bull pulled the pin on it for a few years and the behemoth we know as Crankworx was born in what has become somewhat the centre of the MTB Universe; Whistler. Fabien Barel was our downhill World Champion, Bearclaw making the impossible a reality with a whole new level of riding and industry wise, the massive international bike tradeshow Interbike was at its peak in the wonderland that is Vegas.
It’s here, at Interbike that the [R]evo dream was born. Surrounded by the bright lights and biggest names in MTB, an impromptu catch-up and off-the-cuff conversation about what JT and I figured a magazine should represent sparked a fire that has burned bright for 20 years.
With us both having worked at various MTB magazines, it seemed such a simple proposition; downhill, freeride and dirt jumping were flourishing and we figured a magazine that documented the riding we lived and breathed was sorely needed on these shores. A mag that showcased just how good the riding and riders in Australia were, not to mention the crew behind the words and the photos. A mag that didn’t just pay lip service and trivialise the new breed of riding and riders coming up, it would inspire them and fuel progression. Lofty ideas indeed, however ideas that were partly fuelled by the growing success of my first title; 2020bmxmag, which had gone its own way when launched, letting the freestyle vibe reign supreme.
Fast forward to the here and now and [R] is still shining bright in a world that for the most part has abandoned print media. It’s a solid testament to the vision we held back then. While I only contributed as art director and photobro of this epic printed mag up until 2012, to see how far it’s come in 2024 is something very special.
Witnessing the breadth and depth of talent that has come onboard to create the pages year in, year out is nothing short of inspiring. Over those 20 years, so many faces have passed through the mag. From the fresh faced groms that went on to become some of the best riders in the World, to Australian legends that bared their souls in interviews, the pages a stepping stone for both riders and brands, alongside being a place for creators to flourish behind the lens or keyboard.
Back in 2004, we were told by some that a mag that didn’t cater for the whole MTB spectrum just wouldn’t survive. We were told by some that we didn’t have the know-how to make an MTB magazine full stop. We were (and still are) told by some that print wouldn’t last. Yet, we told ourselves to just back ourselves, drop in and hold on tight. It’s been full send for 20 years ever since!
Massive love to JT and all who’ve been part of making the magic happen on every page over the decades.
Here’s to documenting the Australian riding experience for many years to come.
Matt Holmes
Founding partner of [R]evolution