Gearing Up! Workbook

Gearing Up! is a framework for marketing and media professionals in the mountain biking industry who are looking for ways to expand their market reach by pursuing a gender-progressive representational strategy. This means using marketing and media to shape the culture of mountain biking so is more inclusive, welcoming and open to all genders.

The Gearing Up! framework and supporting workbook has four ‘gears’ that will guide you towards embedding gender progressive strategy in your work and in shaping a more inclusive future for mountain biking. 

The workbook will help you:

• Reflect on your organisation's readiness to expand your market reach and authentically engage with women+ 
• Develop a comprehensive understanding of the historical inequalities women have faced in sport, and the impact of the Gearing Up! approach in advancing gender equality within action sports. 
• Understand and address any conscious or subconscious barriers to gender equality within your organisation.
• Create a strategy that ensures your marketing, media and content is more engaging for and truly representative of women+, and that you have fully harnessed the power of your marketing for transformation.
• Establish measurable goals and feedback loops to track progress and continuously improve efforts over time. 

The Gearing Up! framework and supporting workbook is one of the outputs of Project FIAS (Fostering Inclusive Action Sport), a project run by the University of Bristol designed to understand and address gender inequality in mountain biking. The researchers leading on the Toolkit focus on understanding and addressing gender and other inequalities in sport and physical activity. Another key output from the project is the FIAS Framework, which you can find here.

To the right, you can download the Workbook. If you would like to discuss the Workbook further, or find out more about Project FIAS, please contact Fiona Spotswood (Fiona.Spotswood@bristol.ac.uk) or visit the Gearing Up! website here.