Can Independent MTB Media Survive in 2026? | Drew Rohde (The Loam Wolf)

Mountain bike media is changing fast. Print magazines have faded, YouTube has become the main source of bike reviews, and now platforms like Meta and AI driven search are reshaping how riders discover content. The question is, can independent MTB media still survive in this new era?

In this episode, Drew Rohde, founder of Loam Wolf and former editor at Decline, joins the Downtime Podcast to talk about the reality of building a sustainable mountain bike media platform today. Drew shares what it was like working in print, why he made the leap into independent media, and what it takes to keep a trusted MTB publication alive when algorithms, attention spans, and brand budgets are constantly shifting.

We also dig into what riders actually want from modern MTB coverage, how e-bikes have changed audience expectations, and what Drew thinks is coming next for bikes and e-mountain bikes. From the business side of content creation to the future of product reviews, this is an honest look at where MTB media is heading and what might get lost along the way.

#LoamWolf #MountainBiking #MTBPodcast #EMTB #BikeIndustry

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00:00 Intro
02:35 Drew Rhode introduction
06:10 Drew’s background and the origins of Loam Wolf
12:20 Losing Decline Magazine and going independent
18:10 Trust, product reviews, and media ethics
25:05 Advertising, affiliate links, and transparency
32:00 Why people complain about sponsored content
38:40 The real risk to independent mountain bike media
46:55 How brands are shifting spend and what it means
55:18 YouTube, algorithms, and chasing views
01:02:10 Is MTB YouTube overcrowded or self-correcting?
01:09:40 Business pressure, burnout, and sustainability
01:16:30 Community support, memberships, and new models
01:23:40 The future of MTB media and final reflections
01:28:59 Wrap-up and where to find Loam Wolf


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