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Video: ‘SightLines’ feat Trevor Attridge

Trevor Attridge rides outside the mainline and sends everything he sees. Sometimes, the best line isn’t the one everyone else rides. That’s the line that Trevor finds; popping off anything that even resembles a lip with hopes of catching an ambitious new double. The Norco Sight has been Trevor’s sole mountain bike for 2 years, […]

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Norco Announces Un-Pause of Factory DH Team

Norco Bicycles will reinstate its 2023 Norco Factory Team program focused on the UCI World Cup DH series. Almost immediately after taking charge, newly appointed CEO Sean Sullivan reversed last month’s decision to pause the program. “It’s impossible to quantify the inspiration and pride Norco has felt in supporting these talented athletes for the past […]

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Live to Play Sports names Sean Sullivan CEO

Live to Play Sports, parent company of Norco Bicycles, has appointed industry veteran Sean Sullivan as CEO. Sullivan has served on the Live to Play (LTP) Advisory Board for five years before taking on the leadership role. His strategic outlook and experience will support the organization’s global expansion and its history of innovation and growth […]

The post Live to Play Sports names Sean Sullivan CEO first appeared on IMB.

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Video: “Free To Be” feat. Matt Macduff

Matt Macduff explores the roots of Freeride through a modern lens. When mountain biking stumbled across Freeride in the mid 90’s, it was a revolution fueled by emerging MTB technology, BC’s unique geography and janky, hand-shot VHS edits shot by the pioneers who were unknowingly documenting the lore of the sport. In Free to Be, […]

The post Video: “Free To Be” feat. Matt Macduff first appeared on IMB.

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Video: GOLD STANDARD ft. Bryn Atkinson

There are some things you can always rely on in the Pacific Northwest. The sun will rise and set every day (even if you can’t see it), the weather’ll be predictably unpredictable, and when Bryn Atkinson gets behind a project, it’s gonna be a banger. It’s not in Bryn’s nature to half-ass anything. Every detail […]

The post Video: GOLD STANDARD ft. Bryn Atkinson first appeared on IMB.

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