We sit down with Jason Lucas to trace a path from flat-city dirt jumps and sketch comedy to IFHT Films, Pinkbike, and a freelance chapter powered by curiosity, craft, and a lot of pedaling. Jason reflects on the early IFHT days, handycams, MSN links, forum comments and how comedy helped make mountain biking feel accessible to riders who’ll never chase a World Cup podium.
From there, we dive into Pinkbike’s evolution into a full-scale media engine: blending credible tech with entertainment, taking creative risks like the Grim Donut, and building formats such as Hot Lap and Field Tests that capture chaos while still delivering real conclusions. Jason shares the full behind-the-scenes story of Pinkbike Academy, from conception and casting to COVID pivots, hosting, and what it really takes to give semi-pro riders a genuine shot at the world stage.
In the final act, Jason opens up about leaving Mahalo My Dude, navigating a tight bike market, and designing projects worth doing even without sponsors, like a Vancouver Island bikepacking series built alongside local tourism partners. If you’re a creator, marketer, or rider dreaming of a media path in cycling, this episode is packed with practical insight on pitching ideas, protecting your voice, learning the business side, and knowing when to say no.
Reach out and get in contact with me here.
Share it with your riding crew, hit follow, and tell us where you want to race, the next chapter starts right now.
