The Stone King Rally attracts adrenaline freaks to one of the best mountain bike terrains anywhere: on spectacular single trails in the Maritime Alps, the hunt for best times becomes a secondary matter. Because the stage race sees itself as a package for a sustainable cause.
At a Glance: The Stone King Rally
They are the veins that supply remote regions in the Alps with life. They are narrow, winding, branching, and crisscross the mountains like a filigree mesh. They can lead cycling enthusiasts and those in need of recreation, nature and action fans into picturesque landscapes and sleepy little villages: the trails.
However, many of them are in critical condition. If they were actually blood vessels, the diagnosis might be calcification. After years of neglect, they are overgrown and littered with boulders. What's the point of caring for them? Some haven't worn hiking boots for ages and have never seen a mountain bike tire. Now, however, possibly the saving operation is approaching.
Some trails are being spruced up for the Stone King Rally. If those responsible for the mountain bike race have their way, the healing should last for a period of time that is significantly further in the future than the crossing of the finish line. According to their vision, the trails will soon be pumping fresh blood into small communities in France and Italy on a regular basis. They are intended to form the basis for sustainable ecotourism. But how do unassuming trails become real life-givers? And what is the Stone King Rally anyway?
The MTB enduro race evolved from the popular Trans-Provence, the first point-to-point mountain bike race of its kind. Over the course of several days and stages, riders traversed the French Maritime Alps on single trails. After ten editions, the classic came to an end in 2019. The Stone King Rally 2022 celebrated its premiere as the successor.
100 starting places are available in 2023 for the already fully booked Transalp amateur race. From June 20 to 25, the field of participants will cross the border between France and Italy several times. From Arvieux in the Queyras Nature Park, the race first passes through the valleys of Piedmont and continues into the gorge-strewn wilderness of the Roya Valley in Provence. The destination is beyond the hills of Liguria on the Mediterranean Sea. Although the route changes from year to year, the challenge is to remain more or less the same. Last year, the participants had 262 kilometres in their exhausted legs over 24 stages in six days. In the process, they tortured themselves up around 8,000 sweaty meters and shot down an adrenaline-charged 20,300 meters.
And watching over almost all the action was Mount Viso. At 3,841 meters, the majestic peak rises and towers over everything in its vicinity by at least 500 meters. It is popularly known as "il re di pietra", the king of stone that towers above the source of the Po River. In good conditions, its peak is visible from the fashion capital of Milan. Rumor has it that the rock pyramid served as inspiration for the famous Paramount Pictures logo. For sure, however, it is the namesake for the Stone King Rally.
Anyone who has an audience with the Stone King does not arrive in a noble limousine and fine threads, but in the saddle of an MTB, sweaty, dirty, exhausted. Instead of a magnificent hall, guests are welcomed on dusty serpentines. No houses, no power poles, no roads disturb the idyll. Only the rumbling of rolling tires mingles with the sounds of nature. Moments later, only a small cloud of dust bears witness to the passage of the mountain bikes.
Yes, there is timing at the Stone King Rally. Glory, honor and an exuberant champagne shower await the fastest. For those responsible, however, the racing character is not the core of the event. Rather, it is a means of attracting attention. A mouthpiece to send a message.
It's about a more fundamental problem than just sending people out once a year to ride adrenaline-pumping alpine trails, says Stone King initiator Ash Smith in the event's promotional video. "We need to open up the terrain, bring trails back to life and promote mutual benefits." According to the website, the rally's core raison d'être is to maintain the trails and improve the trail network. So far, that's been done on a volunteer basis and with the help of sponsors. Soon, maintenance, it is hoped in the Stone King camp, could become a matter for the authorities. With a double benefit: Adventure seekers, who will have a spruced-up natural playground, will benefit, as will the mountain communities, whose restaurants, bars and hotels are likely to see greater occupancy.
Already, the daredevils on their bikes are being welcomed with open arms in the villages along the Stone King route. "If we only came by once a year, it would be a little sad for these communities that have so much to offer," says Ash's partner and business partner, Melissa Munro. "If we give people the opportunity to visit these communities, even in high season and low numbers, that's ecotourism, right?"
The Stone King Touring Club plays a central role in these considerations. Anyone who registers on this portal can follow the current year's route without feeling the pressure of a competition. Members receive support from a multimedia system. This not only helps with route guidance, but also allows bookings, from accommodations to shuttle services.
Whether with an official Stone King starting number on the handlebars or on your own, the unspoiled areas of the Alps immerse you in a peaceful and fascinating mountain world. "The valleys have a history that goes back thousands of years," Ash enthuses. "And the trails are there to be discovered." The Stone King creator sees opening and restoring great MTB trails and strengthening local economies as a model ecotourism example of an "alternative outdoor" approach. "Stone King is a way to package that idea," Ash says. Increased but equalized use is intended to turn trails into practical connections between mountain regions. To healthy bloodlines that could succeed in breathing fresh life into the valleys.
Adventure travel combines holidays with outdoor sports - and is becoming increasingly popular. Professor Dr Manuel Sand gets to the bottom of the phenomenon. In an interview, he explained that the next trend sport is on the water, that Germans are more cautious than outdoor fans from the USA and how travel providers and travellers have to work together to ensure that nature does not become a cruise ship state.
Whether by mountain bike, campervan or SUP: more and more people are finding their perfect balance to everyday life on adventure trips in nature. And there is no end in sight to the outdoor boom in the travel industry in 2023. But which outdoor activities and destinations are particularly in demand? Do German outdoor vacationers tick differently than their US counterparts? And above all: How can we prevent the run on nature leading to its ruin?
In an interview with ISPO.com, Prof. Dr Manuel Sand, professor at the University of Applied Sciences in the field of outdoor sports and adventure management, academic director at the Adventure Campus Treuchtlingen and co-developer and co-director of the new Outdoor Studies degree programme, provides answers.
Mr. Prof. Dr. Sand, what is the state of people's thirst for adventure? Is already foreseeable whether the great outdoor and van life boom of recent years also continues in 2023?
Prof. Dr. Manuel Sand: I would be very surprised if that were not the case. People continue to have a desire to be outside, to be on the road. Whether by van, mountain bike or SUP. I think that will be the case again this summer, even if the outdoors is no longer the only option for activities. In 2022, it has been noticed that outdoor fans are catching up on trips that were not possible in previous years. This will probably weaken slightly and attract more established outdoor fans out again.
What activities and travel formats are most in demand?
Stand up paddling continues to experience a mega boom, but I see it somewhat critically. Unfortunately, there are people who have bought a new board, but do not know how to deal with it in terms of conservation. Mountain biking will also become even bigger in view of the ever new public and legal trails in Germany. The sport has already arrived in the middle of society anyway. According to the Mountainbike Tourismusforum Deutschland e.V., there are even more active mountain bikers today than footballers.
In trend, although currently still with a fringe group, is wing foiling, a water sport with a board and a small sail. In the water action sector, there had been little news for a long time since kitesurfing became a trend. So now foiling is a novelty that many want to try this summer.
The campervan boom will also continue. You have everything with you, you can meet people, but you don't have to. At the moment, providers are still trying to order as many campervans as possible so that they can rent them out in the summer, although it is now problematic for rental companies to even get new vehicles.
Offers developed during the pandemic are also still in place. Some tour operators, for example, have developed "self-guided" tours, where you book an offer but travel without a guide. Instead, you have to find your way around yourself using the material provided.
What makes adventure travellers tick in 2023?
With my colleague Prof. Dr. Sven Groß from the Harz University of Applied Sciences, I carried out a survey in which we wanted to know: Who is the German adventure traveller anyway? German adventure travellers mainly like to get to know themselves better. They seek adventure less out of an adrenaline addiction than to test their own limits and prove themselves in difficult situations. In addition, another motivator is the exchange with nature and of course the good feeling after outdoor sports.
Adventure travellers are often more extroverted than other people. What is exciting, however, is that according to our findings, German adventure travellers are not as open to trying out new things as one would assume. In contrast, American adventure travellers are more willing to embrace new situations and deviate from the familiar path. This fits the image of the classic German tourist and his travels according to the motto "Da weiß man was man hat" (being comfortable sticking to what's familiar). That surprised me myself, because I would have expected more of a "Let's just get on the SUP and see what happens" mentality.
Which regions are currently particularly on the rise with adventure offers?
For one thing, the trend of micro-adventures continues. People are realizing that there are great adventures not far from home. Many people will continue to do so in the future. This is also where the current increase in trekking places comes into play. These are overnight accommodations in the forest, where you can stay for a small fee between hikes. But of course, the desire to fly further away also comes back. There are no more restrictions to the extent as before and one is no longer bound to home and surroundings and nothing stands in the way of great adventures.
Our survey showed that among Germans, Canada, the United States, New Zealand, South Africa and Iceland are the dominant countries associated with adventure travel. Among German adventure travellers, safaris in Africa also rank relatively high on the list, ahead of South America. The latter, on the other hand, is the top adventure travel destination among US Americans.
And what are your insider tips for the outdoor adventures of the future?
Most still tend to associate adventure travel with Europe or North America, but I believe the Asian and African markets will become increasingly exciting. There are numerous countries there that offer less classic attractions or tourism infrastructure. Instead, they can address a target group looking for adventure offers.
In addition, many major tour operators are increasingly focusing on the unspoilt spots of south-eastern Europe, for example in Montenegro or Albania.
As positive as the outdoor boom is for the industry, it can be stressful for nature. How can the adventure travel industry reconcile rising tourist numbers with sustainability?
Sustainability is an important topic, which will also have an important status at the Adventure Travel Conference at OutDoor by ISPO. The industry has already made progress in this regard. Many suppliers apply CO2 offsets and drive sustainable projects locally in their respective regions. Be it with the construction of climate-neutral lodges or through the direct involvement of the local inhabitants. This also includes ensuring that the tourists' money benefits the region and preventing to create a situation similar to cruise tourism, where money is usually just spent on board of the ship. In this way, something is also given back to the holiday destination and the local people.
This is also what we are working on with the students in Outdoor Studies, which is experiencing a high rush. The next generation has a different awareness and perception of sustainability and a close connection to nature, and you can see that in the interest for a new degree programme.
And what about the love of nature among travellers?
The willingness among holidaymakers for sustainability is also quite high. Many say in our survey that sustainability is an important issue. But if you then ask whether they are willing to compensate CO2 or spend more money, it unfortunately often already looks a little different. The so-called attitude-behaviour gap unfortunately also became clear in our survey. I hope that a long-term rethink will take place here.
In what way can providers participate here?
Each activity of the industry on the subject of sustainability helps: the more the providers do in this direction, the more this is also accepted by travellers.
But more people in nature also means increasingly more people are outdoors who do not know how to behave. For example, anyone can create their own tours in apps, even off the designated hiking trails and through nature reserves. Here, the providers are asked to intervene in a curbing way.
At the same time, I am convinced that it is more sustainable in the long run to introduce people to nature and explain how to behave there – not with bans, but through education. If you know what you want to protect and how to protect it, you will act more sustainably in the long term.
What we have to prevent at all cost: That the same thing happens to nature that is happening in the cruise industry, where ships "raid" villages and tourists act like conquering Vikings, only spending a few hours there and leaving little money and a lot of rubbish.
It is no longer just about travelling in an environmentally friendly way, but about actively making a positive contribution to the place and to social aspects with one's travel. Tourism is more than a product and must not be seen purely as a supply chain, but as a large network, from suppliers to locals, and therefore tourism must be rethought to become regenerative.
Because today, people hardly talk about sustainability any more, regenerative tourism is moving into focus.
How important is it for the outdoor and adventure travel industry to be able to meet in person again at OutDoor by ISPO?
For the most part, people in our industry are outgoing. People with a similar mindset come together who like to meet and value the personal exchange very much. That's why I think a lot of people are happy to finally see each other again. Everyone has had enough of online conferences and meetings that don't work to the same extent as in presence.
What I find very exciting is the mix that will come together at OutDoor by ISPO: The scientific field is often rather among itself and not so close to the practice. It makes sense to link that and make contacts to put theory into practice, or to push research that directly helps suppliers. That happens to some extent, but that can still be better.
In addition, there are the sporting goods and sports equipment manufacturers who are at home at OutDoor by ISPO. There is a lot that can be tackled for the adventure travel industry, such as a cooperation between a tour provider and a tent manufacturer for test reports on the latest tent model. There are many points of contact, and it will be exciting to think outside the box and to network with areas in which one is not yet so represented.
I therefore hope that many participants of the Adventure Conference will take the opportunity to visit Outdoor by ISPO beforehand and that in return many participants of OutDoor by ISPO will visit the conference afterwards.
Climate neutrality, corporate social responsibility (CSR), resource conservation, recycling, sustainability label - these are some of the core issues in sustainability for sports and outdoor companies. What has the industry already achieved? Where is the journey heading? What can end customers contribute to change? And why is climate activist Greta Thunberg, a teenager, the role model for many companies?
ISPO.com talks to David Ekelund, CEO of Iceberg about this. For him, sustainability is one of the most important points for the way through the current crisis.
ISPO.com: What is currently the most important goal in terms of sustainability and CSR for Icebug?
David Ekelund: Making products that people really need, empowering them to get outside, making the products to be used for as long as possible, minimizing the negative footprint of making them.
Then sharing transparently our sustainability wins, so that they can be replicated and scaled by others also. There won’t be any individual victories to celebrate in the race to zero. Success, our life on this planet as we know it, will depend on the global community getting on the timetable.
How is Icebug currently working on it?
One thing that we work very little with is “special” sustainability projects, while 99% remains business as usual. For example, we don’t really see the big value at this point in recyclable footwear. Sure we’ve got to move from linear to circular, but recycling efficiently requires large mono material streams. So at the very, least, the industry would need to coordinate on material and share the same system.
Instead, it’s the grind. Over 85% of our footprint is caused by the production of materials and shoes. We started with the materials and processes that we use the most, and change to options with less negative impact, without compromising durability or performance.
We work with five key sustainability indicators for each style: CO2 footprint, % biobased material, % recycled material, % certified source, % certified process (all percentage are weight-based).
Sustainable success: Where is Icebug already successful?
When we made the first three pilots of “Follow the Footprints”, we could see that compared to the baseline using standard materials, we had saved between 16% and 29%. That’s for work done in five years time, only using materials and processes that are available on the market. So we’ve covered a lot of ground already to reach the 50% emission reduction, and have been growing and soundly profitable while doing so.
When we now make our supply chain transparent, it means that another footwear brand can just go in there, pick up the materials and suppliers and implement in their products. Since almost everything we see out there is still standard materials, this is a cheat code to cut your emissions by up to 30% as you can implement it. Please use it! We will all be winners.
What can I do as a consumer?
The obvious: Consume less. If you need to buy stuff, vote with your feet and let sustainable considerations weigh heavily on your choice.
To further drive change I would also reach out to brands that I like and ask them the following three questions:
And then as a citizen, vote for leaders who will work for a carbon tax. There’s nothing that would be remotely as efficient for the transformation that we need.
Who is your sustainability role model?
I wanted to come up with something original here, but I’m stuck with Greta Thunberg. My basic thinking is that the climate crisis is a problem that we all share, but the more power you have, the more your responsibility increases. And the way Great has managed to punch above her weight class is just unbelievable and very inspiring. Very inspirational for those of us that start with a lot more influence and resources than she had.
Sustainability is one of the focus topics of OutDoor by ISPO 2023 from 4 to 6 June 2023. The Sustainability Hub will be particularly in the spotlight. An area that is completely dedicated to the topic of sustainability and also has a special focus on it in the Speaker Corner. The main theme is circularity.
Higher and higher, farther and farther: When BMX riders perform daring stunts or snowboarders fly meters high in the halfpipe, it becomes clear that there are hardly any limits left in action sports. The sky is the limit - or maybe not? Because the thrill not only produces goose bumps, but also emissions. How much does action sports have to change in order to leave behind a good conscience in addition to the adrenaline rush?
Anyone who attended the European Championships in Munich in August 2022 was able to experience just how much sport can unite people. For many, "Munich 2022" was one of the best major sporting events Germany has had to offer in recent years. One reason for this - besides the grandiose setting in historic competition venues - was the fusion of traditional sports with action and trend sports in the city. In the BMX Park on the Olympiaberg, the audience was carried away by the spectacular tricks. Party atmosphere also on the Königsplatz at climbing and bouldering or in the Olympiapark at MTB Cross Country - despite continuous rain. The event showed how much action sports fascinate and euphorize the mainstream. There is no longer any trace of a niche. But how does THE action sport define itself? How has it developed and how does it fit into today's society and the increased demand for environmental protection and sustainability? ISPO.com tries to provide answers.
To anticipate the first answer right away: There is no such thing as THE action sport. Just as there is no exact classification into trend or fun sports. For sports science, action sports are a subsection of extreme sports. Often, however, the boundaries are fluid. Even a 5-kilometer run can quickly become a trend sport, action sport, extreme sport, thrill sport or soul sport, depending on the setting.
How a small movement develops into a trend and later into an action sport that has become indispensable in the mainstream can be described using the example of snowboarding. As with most trends, it was active people from other sports who tried their hand at a new form of movement. In 1965, the first "board" was developed in the USA. The idea: to experience the feeling of surfing even in the snow. The pioneers Tom Sims and Jake Burton set a whole lifestyle avalanche rolling with their enthusiasm. In the late 1970s, the first snowboarders appeared in traditional ski resorts, but initially met with fierce resistance there. But bans couldn't stop the trend. At the 1998 Winter Olympics in Nagano, snowboarding became an Olympic sport for the first time - and thus arrived in the mainstream. Skateboarding and mountain biking have taken on very similar developments.
What many action sports have in common is that they have developed out of scenes shaped by youth culture. Virtuosity is a very decisive characteristic here. The fascination with unusual movements and body positions, the joy of experimentation and creativity, and individualization play an immense role in action sports. Stylization is at least as important, because action sports are often associated with specific lifestyles that express themselves, for example, through certain values, rituals, and styles of speech and dress. Add to this a bit of counter-movement and rebellion to already established sports - and the new trend is ready. At the latest when an industry grows out of the subcultural scene and sponsors get involved, action sports are no longer just a niche. Here, Red Bull in particular has given wings to action sports: No snowboard event without party culture and product advertising, no professional competitions without an effervescent boost.
Many sports enthusiasts attach central importance to adrenaline - in action sports, this is often an element that makes up the fascination. Added to this is the urge for freedom and individualization, which has become increasingly valuable in recent years, also thanks to social media. And our mobility additionally ensures that we have more options today than ever before: surfing and kiting on the most beautiful beaches, snowboarding in untouched deep snow, or mountain biking in the most remote forests. The options are there, so let's take advantage of them. And this is exactly where the discussion about sustainability and environmental protection comes into play in action sports. When asked whether snowboarding is not harmful to the environment, Ulrike Pröbstl-Haider, Professor of Landscape Development, Leisure and Tourism at the University of Natural Resources and Applied Life Sciences in Vienna, replies: " Winter sports tourism is not the biggest problem. If you board an airplane or a cruise ship as a tourist, you have a much worse eco-balance. In contrast, ski tourism is downright sacred." Nevertheless, snowmaking and preparing the slopes eat up an enormous amount of electricity and gasoline, not to mention the mass travel by car. But what are the alternatives? Is there such a thing as "green" action sports?
In fact, there is such a thing as "green" action sports. In parkour, for example, you just use what's right outside your front door anyway. The same goes for skateboarding or biking. Okay, resources have to be raised to build skate or BMX parks, but skateboarding and BMX still leave a very small carbon footprint. City and community planners have long known how important such offerings are and are therefore expanding them. But a "gap jump," "kickflip" or "180 bunny hop" just aren't for everyone. Many seek thrills in snowboarding, kiting or surfing. Or ski touring, but even these are not without their flaws due to the journey and the disturbance of wildlife. That's why, in the end, you may be left with the wisdom that often helps in many situations in life: less is sometimes more.
Maybe you don't have to drive to the ski resort every weekend in winter. And sure, surfing in Fuerteventura, Egypt or Bali is fun. But what are the spots nearby? Surfing is also possible on the North Sea coast, windsurfing, kiting or foiling even on the nearest lake. Liber use short distances and arrive by train instead of by car or plane. For surfers, more and more metropolises are now creating opportunities on site and building artificial facilities that generate waves by electricity from the photovoltaic system.
There are always alternatives and they will become more in the coming years. That's because conscious action and sustainable thinking are on the rise, and what's more, they're already part of (youth) culture. According to a recent, representative survey by Jochen Schweizer, a company that earns money with action, thrills and travel experiences, around 44 percent of the Germans surveyed have already adapted their travel behavior in favor of sustainability.
Pleasure, thrill and freedom are part of the action sports lifestyle, and will remain so. Action sports are fun, create experiences and, last but not least, are a great market. Where it is not yet sustainable, each and every active person and even event organizers can make it a bit "greener". Munich 2022 has shown that even major sporting events can be thought of differently than in the past.
The sportswear industry is facing challenges. Despite the high pressure that companies and retailers are currently feeling with regard to meeting sustainability promises, supply chain problems and rising prices, they must remain fit for the future. Find out how they can meet these challenges and what new concepts the future holds here.
Despite the many benefits of the circular economy in the sports industry, there are still many challenges to overcome. For example, it can be difficult to achieve the level of efficiency and innovation required to create truly closed loop systems, and there is often a lack of collaboration and coordination between the various players in the industry. In addition, it is important to use circular economy not only as a greenwashing method to make products more attractive. At its best, it is both a business model and a marketing tool. Companies like Bergzeit, Sneaker Rescue, Yonderland or SOEX live for Sustainability. It's no longer just about closing a loop, but changing the loop, expanding the loop, and extending the lifecycle of products.
It's also important to take consumers along for the ride. "On the one hand, we want to educate and sensitize customers to take care of their products and look after them. Furthermore, we want to manufacture products that can be repaired if they do break," says Melanie Grünwald, Head of Sustainability at Yonderland.
Will there be a point at which we can say that the Circularity project is complete? Walter Thomsen, CEO of SOEX has a clear opinion on this: "No, we're only at the beginning, there's no end to it, it will hopefully be the new normal." It is particularly important that large companies take up the topic and set an example for the future. Then Circularity could find a place in at least 30% of the textile industry by 2030. Currently, too little attention is paid to the topic: "We haven't even scratched the surface of circularity yet," says Melanie Grünwald.
In addition to the pure core business, companies will have to focus on other business models in the future and build these up alongside the core business. For example, a brand can move from being a pure reseller to a service provider in order to bring circular solutions to the market. But companies should think much further. There are numerous approaches and concepts that not only take the topic of circular economy and sustainability further and make it fit for the future. The common thread running through numerous concepts is modularity and adaptability.
The participants of the ISPO Academy Masterclass proved just how much creativity is possible here. Under the motto "Another tomorrow: Driving the evolution of sports apparel & equipment", design students presented innovative ideas and concepts that they had developed in a workshop.
Connecting through clothes
Old to gold. That is the motto of this concept. A well-known hurdle of the activewear industry is excessive consumption and production. But this problem cannot be solved by only one person. This idea envisages joining forces and working together for this purpose. By means of a platform where clothes can be shared, a community is created and people and clothes are brought together.
Back to the future
Many clothes often remain in the closet almost unworn or are thrown away. This concept wants to revive the value of clothes and give them a 2nd life. This is made possible by convertible clothing that gives the garment more than just a use. What does that look like? A jacket that turns into a shopping bag or a coat that can also be used as a hammock show what the future could look like. Particular attention is also paid to a regenerative life cycle: Garments are collected, the design is created with additional functions, design and collected garments are combined and the new product is brought to life. At the end of its life, the material is to be reused.
Outdoor Living Room
A trip to the great outdoors can be beautiful, but too much gear can ruin that. With this concept, that's a thing of the past: this design features clothing so adaptable that it can even be turned into a sofa. Folded flat, an inflatable sofa can be found in the back of the jacket. Also here is a feature on top that is a joy to use. The USB Charger. The design is meant to bring back the value and appreciation for clothing.
The future of bespoke
This concept shows: The future is inclusive. A system for maximum inclusion and customization. Especially for Paralympic athletes, there is a high demand for customization due to the variety of disabilities. The basis of the process is an individual body scan. The product is then designed together with the customer to create a garment that meets the customer's needs. 3D knitting allows for waste-free, seamless, time- and cost-efficient production.