Batemans Bay, NSW – October 22
The first day of Sea Otter Australia’s Industry Summit kicked off at the Bay Pavilions in Batemans Bay, with over 120 mountain bikers, trail builders, and outdoor industry leaders filling the room.
“I think we can achieve a lot in the small amount of time we have together these next two days,” said Joe Mullan, Sea Otter Summit CEO.
Here’s a look at today’s speakers and the topics that had everyone talking.
Passion Meets Purpose: Annie Ford’s Path to Adventure Activism
The standout talk of the morning came from keynote speaker Annie Ford, whose session “Passion and Purpose” had the audience hanging off every word.
Annie grew up in Tasmania and started her career offshore in the oil and gas industry before a major pivot.
After years as a marine observer, Annie realised the devastating impacts of seismic blasting and decided to trade oil rigs for dirt trails. She found joy – and purpose – through mountain biking.
She used her bike as a platform for activism, rallying riders to help save forests in Tasmania and raise awareness of ocean conservation. From riding the length of New Zealand to setting a Guinness World Record with 133 laps in 24 hours which was: “a life highlight, arm pump aside”, Ford has raised almost $100,000 for environmental causes.
“It’s phenomenal what happens when you get out there and have a go,” she said. Her advice to others looking to find their path and purpose was to “stay focused”.
“Don’t get sucked into every news story in the media or rage – focus on what you believe in. I make it fun and like to drip a little education along the way.”
Trail Tourism: Building the Dream
Next up was a trail tourism panel featuring Garrett Tyler-Parker (Austrade), Todd Babiak (Brand Gold Coast), Grace Stonecipher (PeopleForBikes), and Alton Twine (City of Gold Coast) – a powerhouse mix of local and international perspectives.
Alton shared how the Gold Coast is leading the charge with $40 million in cycling infrastructure and 100,000 users in their bike hire scheme – “90% are locals,” he said. “Our challenge next is to get more into the hinterland.”
Grace spoke about the importance of connectivity and safety: “It’s not just about building trails – it’s about connecting people and places so it’s safe to ride.”
Todd reminded everyone that trail building is as much about storytelling as construction: “You have to build the dream with people.”
And Garrett summed it up perfectly: “Data and research are important, but what really tips decisions across the line are the stories – the pride and confidence people have in where they live.”
Designing Sustainable Trails
Dr Tracey Dickson and Lori Modde from Outdoors NSW & ACT tackled the tough topic of trail sustainability. Their key message: build smarter, not just more.
“There’s no point building more black trails if you haven’t got good green ones,” Tracey said, highlighting that 81% of riders are male. “If we want more people involved, we need to bring in women, families, and diverse communities.”
Her advice? Design trailheads with water, toilets, and accessibility – and embed environmental awareness in every coaching session and event.
Getting Kids on Bikes: The NICA Story
The final speakers of the morning brought the energy up another notch. Representatives from the National Interscholastic Cycling Association (NICA) shared their vision to bring large-scale youth MTB programs from America to Australia – starting now.
After a trial run that saw 143 kids turn up at Stromlo, the excitement is real. “It gave us hope there’s real interest here,” said Lynn. “It’s pretty cool to see a kid go from death grip on the handlebars to standing on the podium – the world needs that confidence in our youth.”
Programs like GRiT (Girls Riding Together) are already building momentum, with the first coaches’ summit set for Mogo in November. Lynn said 75% of coaches are parents – no experience required, just a willingness to give back.
“There’s so much potential here in Australia,” Lynn said. “We honestly think Australia could grow participation faster than the US.”
Afternoon Sessions: Connection, Collaboration and Confidence
The afternoon kicked off with a deep dive into women’s mountain biking with Nikki Lawn of Ladies Mountain Biking Australia.
“The biggest thing I hear from women is: I’m afraid of slowing everyone down,” Nikki shared. “I’ve ridden with thousands of people and not once has anyone said, ‘gosh, she slowed us down.’”
She challenged riders to think differently – to “not stay in your lane.”
“Why stay between the lines when we know great things can happen when we break them?” she asked, to a room of nodding heads.
Nikki said the women’s MTB coaching space is growing faster than ever, but to keep momentum, male allies are essential. Practical ideas followed – from picnic tables and clean bathrooms at trailheads to half-day shuttles – small changes that make a big difference.
“People keep asking how to get more women on mountain bikes,” she said. “They’re not asking the people who know the answers. There are thousands of women mountain bikers who can tell you exactly how.”
And when it comes to participation? “Get more women coaching – and you’ll get more women riding.”
Industry Clusters: Collaboration Over Competition
A lively panel followed with Lori Modde (Outdoors NSW/ACT), Neil Le Febvre (Outdoors WA), Kimberley Taylor (Shingleback Offroad), Amos Breyfogle Wildtech Queenstown), and Tom Campbell & Ed Shoote (Bike Innovation Scotland).
The focus was clear – collaboration drives growth. They discussed how trail networks spark economic benefit and why telling community stories can be more persuasive than spreadsheets when it comes to government funding.
However they did remind everyone to use peak bodies to find out who’s in the system. Float your ideas and they’ll help connect you.
Community-Led Trails: The Power of Local Ownership
Steve Gibling took the stage next, tackling what was “a topic that could fill a whole conference” – community ownership.
“Engaged communities contribute better,” he said simply.
He argued that local groups should lead trail planning and land access negotiations – “because they’ve got a better chance with private landowners than councils do,” he said.
Gibling spoke from experience as the former event manager of the Rotorua World Championships: “The community drove that initiative. That’s why it’s still sustainable today.”
He warned against overextending: “Public servants can be great connectors, but they’re often constrained politically. Don’t lead beyond your capacity.”
“Having locally-led projects are the way to go – it fosters community ownership and stewardship.”
Purpose Over Profit
Kylie Flament, CEO of Social Enterprise Council, wrapped the discussion in purpose. Speaking on social enterprise standards, she challenged the room to measure success differently.
“Don’t make money the goal,” she said. “What’s your purpose? Are you doing as much as you can to look after people and the planet?”
She talked about the doughnut economics model – thriving within limits – and left the audience with a simple reminder: “Every dollar you spend is a vote for the kind of world you want.”
The Green Behind the Gold
Garrett Tyler-Parker returned to the stage to share the Gold Coast’s approach to nature-based tourism – or as he put it, “the green behind the gold.”
“Far from the theme parks,” he joked, “people are wanting more – to broaden their horizons and reconnect with nature.”
From bike share schemes to active kids programs, the Gold Coast is investing in riding as a lifestyle, not just a sport.
Designing Mogo Trails: Built for Every Rider
Juliane Wisata from Rocky Trail Destinations – the team behind both Sea Otter Australia and Mogo Trails.
She shared the story behind their careful design work that went into Mogo Trails.
“We wanted to create the widest range of trail styles possible – and make them for every rider.”
That includes clever features like benches on the trail for mid-ride chats. “We had the flexibility to come up with features and social experiences for riders to build that connection.”
Mogo Trails are also designed for low maintenance, with smart speed and water management, and even trail counters to track usage.
Juliane’s message echoed the theme of the day: connection – to place, to people, and to purpose.
AI and the Outdoors: Blending Tech with Trail Dust
The final panel of the day turned heads – literally – as the topic shifted to AI and the outdoors.
With Ross Wilkinson (Bosch), Grace Stonecipher (PeopleForBikes), Tom Campbell (Bike Innovation Scotland), and Amos Breyfogle (Wildtech Queenstown) on stage, the group explored how technology can enhance, not replace, our connection with nature.
They discussed AI-integrated e-bikes that talk back – giving riders real-time tips to optimise battery life and performance. “It’s about how humans interact with the bike and the outdoors,” Ross said. “We can use this tech to better understand trail impacts and riding patterns.”
The consensus? AI is a tool – not a replacement. As one audience member put it:
“AI doesn’t innovate – it regurgitates.”
Another audience member said: “If you asked it where to put the best trails, it wouldn’t tell you like Juliane did, with vision. It still needs the human brain.”
Another attendee noted that AI could free up volunteers from admin and maintenance planning — “so we can get back on the chainsaws.”
Ross also pointed out the potential for AI – to analyse animal behaviour and environmental data, helping guide sustainable trail design and deepen our connection with the landscape.
The Mind on the Trail
Next up was Dr Kath Bicknell from Intelligent Biking, who explored the mental side of riding through the concept of cognitive ecology.
“The idea is that we don’t just think with a brain in a head – we think in a body, in a place, on our bike,” she said. “Sometimes the trail or the person in front of us does the thinking for us.”
She explained how elements like environment, gear, and people act as levers to overcome fear and build resilience.
“Like on Mogo Trails when you take high lines into corners is great speed management which actually supports mental flow and confidence. The trail is doing the thinking for the rider.”
Her session left the room thoughtful – a reminder that while AI might analyse trails, the magic of riding still happens in the space between our body, bike, and the dirt beneath our tyres.
The E-Bike Revolution
Ross Wilkinson from Bosch eBike Systems explored how e-bikes are reshaping cycling – how traditional bikes are feeling analog by comparison.
He highlighted new innovations like ABS brakes for mountain bikes and the benefits of data gathering for both riders and retailers. Ross shared examples from Italy and Melbourne, where short-term e-bike lease programs are proving popular – with 70% of clients being women.
Data-Driven Tourism
Garrett Tyler Parker of Austrade returned to the stage to unpack the numbers behind cycle tourism in Australia. Using LGA-level visitor profiles, he showed how data helps operators understand their audience – in Batemans Bay, for example, there are three visitors for every local.
In 2024, travellers who cycled in Australia spent over $6 billion, making up one in every 45 travellers. They also tend to do more while they’re away – taking part in more activities and spending more overall.
“Cyclists don’t just ride – they explore. They’re the kind of visitors who look for local food, nature and culture along the way,” Garrett said.
He highlighted the opportunity to pair cycling with other regional experiences to grow both visitor numbers and local value.
Riding for a Cause
Michael Byrom, founder of the Chain Reaction Challenge Foundation, shared a powerful story of purpose through pedalling.
A video set the scene – showcasing the professionalism and heart behind a small bike charity that’s raised over $46 million for kids in need. The foundation brings together senior business leaders who ride to fund causes like support for children with autism – one cause Michael was particularly touched by – funding ventilators for children.
“There are personal benefits that come with the ride too – the recognition, the camaraderie,” Michael said.
He spoke about the mix of corporate leadership and community generosity that drives Chain Reaction, and how people from all walks of life come together to pedal for a shared cause – a perfect reflection of the day’s theme of passion and purpose.
Measuring What Matters
Grace Stonecipher from PeopleForBikes (USA) closed the day with a focus on data-driven cycling infrastructure. Her key message: “What gets measured gets done.”
Her team uses bicycle network analysis and city ratings to map stress points, factoring in things like speed, crossings, parking, and traffic.
“Some roads are great to ride on, others not so much … these maps help us see whether people can get to their destination stress free,” she said.
Their framework prioritises safe speeds, protected lanes, better intersections, and connected networks. Scores above 50 indicate strong networks – Canberra scored higher than Sydney – showing cities that plan thoughtfully rather than just adding random bike paths.
“To set goals and map progress allows you to celebrate wins – which is really important.” she said.
Ends.
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Media contacts:
Joe Mullan, Head of Summit
Juliane Wisata, CEO
E: juliane@seaotter.au
M: 0416 737 972
Photos: Rachel Hadfield – CLICK HERE
