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British Youth and Amateur

Social Scoop: Three

Breaking down content.

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Well, I hope you have been following the past two weeks of this new column? The importance of having social media was discussed in week one, as well as how it can benefit you positively, then in week two we went into a bit more detail with Facebook as a social media platform and how you could get more from it.

Next week I’ll have an absolute scorcher for you where you will be able to hear insights direct from some of the biggest motocross companies in the world. I’ve asked these guys how important social media is for sponsorship. You all know my opinion on the subject, but what about the people you are trying to get support from? We have opinions from FMF, Talon, Seven, Olfi, Enjoy and FLY to name a few. I’m hoping to get feedback from up to ten companies in total, so you can quickly see how important it is for you to make sure you are getting your social in order.

This week I’m going to focus on content for your social media. That is the most important factor in getting people to follow you. I’ve been scouting through all the pages I have been invited to lately; there is some good work going on and I understand it’s difficult balancing racing, work, life and training. Content doesn’t just have to revolve around the weekend though. If you are posting on a Friday and Monday then, yes, you are ticking the boxes by tagging sponsors, but we want to give people a reason to keep coming back to your page to follow you.

Content examples mid-week could be the following…

– Tagging in your favourite bike cleaner company in a before and after photo of your pride and joy. The same goes for boots, helmets etc.

– Oil change with product placement.

– Training at the gym and in circuit classes etc.

– Uploading your weekly training schedule for other people to share or engage on.

– Upload some video footage of you riding from the weekend. Just because you’re not the fastest doesn’t mean it is not entertaining and, hey, if you have a crash in there, make sure you leave it in.

– Mention any physio you are working with, what rehab you are doing and some information about the injury.

Photos

Make sure you appreciate the photographers at the tracks. Those guys are out there spending thousands on equipment, leave their family and use their free days to shoot their passion at local tracks. I can tell you for a fact that most of those guys give up the above but, just like you, spend money to be there each weekend. Let that sink in, firstly, then introduce yourself to the photographers. Say hello and maybe even offer them a cup of tea in your van/camper, as this will be appreciated more often than not. You are then on their radar and not in a one-way relationship.

You need the photographers more than they need you. The pictures they take will be fantastic for your social media and will make you look more professional than other riders, who are trying to cut corners. There are some amazing photographers out there on a Sunday, who deserve to be paid top money for their time and work. The problem, however, is there is just not enough money to go around in motocross. If you are from the United Kingdom, then you know what I’m saying.

Strike up a deal with photographers at your meeting and ask them how much they would charge for five or ten photos from a weekend. These don’t need to just be on-track shots, as lifestyle images that show off your sponsors are just as important in this game. Whatever you do, make sure that you credit these guys and respect their work. If a great shot is acquired, tag your sponsor in. They may want to also use the photo and pay for the use. You don’t have to be a professional to act like one.

Videos

Well, good luck with that one! The good videographers, who are hard to come by, are not going to get out of bed for credit. What I would suggest is look into something like the Olfi Camera and start to put some footage together using some basic software. I’ll warn you though, you will need to invest a lot of time to learn this and make something look good.

Reports

Did you get an interview? What about a mention on a website or magazine? Get it on your Facebook page. Scan in the article from the magazine or ask them to send you a digital version. Alternatively, if they have a digital copy, paste the URL to the exact page and post to your Facebook account. It is tough for an amateur rider to get an interview, as mentioned last week, so always look for a way of creating an intriguing story that someone would be interested in. If not, just keep knocking on the door until someone opens it. Journalists are often working on countless stories at any given time and will eventually find a slot for you.

What we are trying to achieve here is a steady flow of content through the week that will keep people interested about your chosen lifestyle or profession, but also show enough engagement and reach for sponsors or potential sponsors. I would advise you to focus on engagement this week and talk to those who comment or share your post. Engagement (talking to people) is one of the biggest reasons why MX Vice has grown to the size it is now.

Make sure you engage with everyone on your page and make sure that, if someone shares a post, you say thanks and like their shared post. Engagement requires more than a paragraph or two, so we’ll look into this in the fifth edition of ‘Social Scoop’ in a few weeks. Just make sure that you do the basics above.

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Words: James Burfield | Lead Image: MX Vice

British MX Nationals

Thank you. It’s been a hell of a ride.

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Since buying back MX Vice in November 2019, it has been challenging. One of those crystal balls would have been handy for navigating some problematic situations. Who would have thought COVID-19 would be a thing?

Those who follow MX Vice know we started from nothing but an idea. A fan who loved the sport created a Facebook page, website, and social media presence that would become disruptive. It has made numerous talented media people who were allowed to run with it for over thirteen years. Being in the UK/Europe has always been difficult; I’ve always believed that if we were a US media company, we would have been embraced and appreciated for our work ethic and the content we produce. We always cast one eye over the US in Europe, and you can’t blame the top European riders for doing the same.

MX Vice has always tried to give people a voice, especially the riders who are not in the limelight and the teams that put so much into the sport. We love people’s passion and sacrifice to improve and challenge themselves. That, for me, was the natural pull, not the money but the passion and sacrifice. We all know we would not be in motocross if it were about the money. I always considered MX Vice the media version of Steve Dixon’s team in MXGP (which I have a huge amount of respect for), where we have always tried to challenge without the factory budgets.

We knew it would be tough this year with so many businesses and brands cutting marketing budgets and reducing costs; this was never going to be good for us. We have just had two incredible months of stats, with January and February bringing in over 1 million people to the website, which is quite bittersweet. As much as the funds are low, so is my energy and health. COVID impacted me more than I could ever envisaged. My health has deteriorated ever since I caught COVID; my immune system is not in a great place, and when I try and work to the standard I set myself, my body breaks on me, and it takes me days to recover. Ed Stratmann has been a revelation since he took the editorial reigns and has pushed MX Vice to new heights, which is incredible given the lack of resources he has had to work with and support from myself. I have been missing from the podcast show to reduce my time, as I am now self-employed and working for two companies to pay the bills.

Every journey ends, and that’s not what we want. Over the past 13 years, we have given it everything, leaving no stone unturned. We’re proud of how we have disrupted, challenged decisions, held organisations accountable, and illuminated incredible stories.

We will have an auction for signed shirts donated by riders, podcast equipment, and memorabilia to pay off the invoices of some contributors. If, however, you want to see MX Vice continue, you can donate here: https://ko-fi.com/mxvice or purchase a shirt or memorabilia. If we meet our target of £25,000, which is currently outstanding to run this year, then Ed and I will continue. However, we fully expect this won’t happen due to the large sum required.

It’s hard out there at the moment. Take care of your health and family, and never lose your passion for the most fantastic sport in the world.

Burf.

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British MX Nationals

All six rounds are to be contested in the UK, with the Netherlands on hold until 2025

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The team behind the NPC have been viewing multiple sites in the UK that will host the 2024 Championship. Much time has been spent analysing sites for the best combination of track layout, public parking, location, access and activation areas. We are excited to show you what we have been working on.

We have received much feedback from people worried about the rising costs in 2024 and how it will affect them and their racing. Living expenses and uncertainty in the motocross industry have increased and further caused caution. We don’t want to put extra pressure on motocross families; we’re trying to do the opposite. With this in mind, and after much deliberation, we will delay our European involvement until 2025 when inflation, living costs and, more importantly, our riders are excited rather than concerned about European expenses.

Although we are disappointed to put this on hold for twelve months after having two outstanding tracks in the Netherlands, it does mean we will double down on our commitment to bring you the best and most challenging tracks in the UK that you can only ride in the NPC. It is a fascinating time for British Motocross, with some absolute gems being found that will help challenge UK motocross riders to race tracks similar in style and toughness to those at a GP race.

Although a wheel has yet to turn in this Championship, we have shown we are willing to listen and change accordingly to ensure we do what is suitable for British motocross. The Championship was launched to help push and elevate British motocross, and since September, when we announced our decision to run, every other organisation and series has stepped up. We are committed to ensuring the foundations are there for the next British World Champion since Jamie Dobb in 2001.

Whether you are a rider at the front looking to gain valuable race craft to take into EMX races next year or looking to improve by riding the best and most challenging tracks in the UK, this series is for you. We’ll also provide a spotlight for you to shine in front of brands, teams and companies around the World.

Our calendar of tracks is starting to take shape, with Oakhanger and Oxford Moto Parc being two of the six already named. We are committed to ensuring every track offers excellent value for our riders and the NPC so we can keep registration and race fees at a minimum whilst providing nearly £100,000 in prize money. The tracks we choose will also offer some of the best racing for spectators at our events and live on the TV. We have tweaked the times and format of the event to provide the optimum environment for great action-packed racing. Forty riders in MX1 and MX2 classes will give everything to provide an exhilarating 20-minute performance.

In year two, we aim to bring a mainstream TV partner to televise the Championship alongside the live stream to increase the exposure to sponsors entering our series further.

We wish everyone a Merry Christmas and can’t wait to share more information in the new year.

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British MX Nationals

Has British Motocross turned a corner?

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British Motocross is a subject I’m very passionate about. It’s the sole reason MX Vice was created back in 2011. At that time there were a few magazines out there, but not many websites. One defining moment for me was seeing Gordon Crockard sit exhausted in a small setup in Denver at the 2010 Motocross of Nations. Ireland had done their usual B final shenanigans, where Crockard finished second to Martin Davalos, Martin Barr third and Stuart Edmonds fifth in a very hot Denver. It took a colossal effort by them, but most notably by Crockard, who was a little older than the young guns of Barr and Edmonds on the team. Watching from afar I could see that Gordon didn’t leave anything on the track on Sunday September 26th, he was spent.


Words: James Burfield | Lead Image: Supplied


I’d never spoken to Gordon before but I felt I needed to go over and speak to him because the amount of respect I had for him that weekend and the Irish team was on another level. The MXDN has a way of bringing out the passion from the fans just as much as the riders and I was totally wrapped up in it as a fan. The best I could offer was ‘that was an amazing effort’ that probably didn’t mean much at the time (Crockard finished 15th overall in MX Open). He smiled, was super polite and talked to me for five minutes before getting changed.

The next day we were in a shopping mall in Denver, I just bought a coffee for myself, my wife and godson, and lo and behold Gordon was sitting down in the mall. He looked up and said “hey how are you?” So I sat down with Gordon, my godson and we spoke about the previous day, what it took for him to achieve what he did that weekend in the heat and altitude of Denver.

When I got back the next few weeks I scoured the internet and magazines and the little that was covered I felt didn’t give the team and Gordon justice. I had been going to the MXDN since 2006 and tried to get to as many GPs as possible from 2006 to 2010, and after buying a bike back in 2005, my bug was firmly back.

Although I have regressed about why I’m passionate about British Motocross I feel like I need to add some context to how I got there. I approached DBR back in 2010 about MX Vice being a possible motocross website to Sean Lawless, as DBR then didn’t do much online. As you would have figured I was turned down, for good reason. I was just a fan, although I had masses of digital knowledge, it didn’t mean anything to the motocross world back then. Whenever I picked up my monthly copies of MotoMag and DBR the stories were tailored around the stars of the sport. I wanted to hear about the journeymen, the riders that work in the week and the epic stories about making it to the line against the best in Britain.

At that time in the UK, Ashley Wilde, Jake Millward, Alan Keet, Adam Sterry, Luke Norris, Lewis Tombs, Josh Waterman, Ross Rutherford, Matthew Moffat, Ross Hill, Rob Davidson, Jordan Divall and Ross Keyworth were among some of the riders that wouldn’t get any coverage. No one was telling their stories or interviewing them. That’s when I knew MX Vice was needed.

For those that have been on this journey with MX Vice you will know the ins and outs of my love affair with British Motocross. So much has happened in those twelve years. I have seen two ACU chairmen come and go, helped form a championship called the MX Nationals, ran two race teams and spent hundreds of thousands on this sport I love. What I have realised in those twelve years is you have to have tough skin, because if you are going to have an opinion that is not shared by people who have a financial interest, then they will go to whatever level they need to go to to protect that interest. So when I started to ask questions that everyone wanted to know the answers to, you were tarnished with being disruptive and toxic.

The UK is a small community of the same people and if you fuck around in their playground you find out, as pressure is applied to business not to work with you. I have been on this constant journey with British motocross, going round in circles.

The opportunity to go to MXGP in 2015 was a breath of fresh air for MX Vice and myself. We felt welcomed and they appreciated the impact we made online and through our social channels, even when our opinion differed we didn’t get alienated, or advertising pulled from us due to pressure.

Weirdly they welcomed the challenge to be better, in fact they were open to hearing if we saw any opportunities to help them improve. This freaked us out for a while and part of us thought, “what’s the catch?” Going to MXGP felt like we moved from primary school to university and skipped secondary with the way people accepted and worked with us. That credit goes down to David Luongo who came in with new ideas and Samanta Gelli who understood our potential from day one.

When you look back to 2008 to 2014 and see the amount of GP riders that were regulars in the British Championship, maybe we were spoiled? Maybe it skewed our vision, but it just wasn’t just us, GP riders and fans were interested in the British scene. What has happened since that time is that the Dutch, German, French, Italian and Spanish championships have evolved, their federations have invested and been very successful with their programs.

Again this has not helped with the perception when looking at British Motocross. Since 2014 I feel there has been glimpses of effort, but in comparison we have become complacent. When you are complacent then other people will see an opportunity, just like MX Vice did with MotoMag and DBR in 2011. Those two juggernauts at the time possibly looked and laughed at the thought of someone like MX Vice passing them.

I want those days back when you were excited to see riders like Arnaud Tonus, Zach Osborne and Christophe Pourcel in MX2 and Matiss Karro, Kevin Strijbos, Shaun Simpson, Stephen Sword, Marc de Reuver in MX1 and you would travel the length of the UK on a Sunday not to miss a round.

Yes we have had COVID, Brexit and now we are in a recession, it’s a difficult time for everyone. The British championship is doing its best given the resources they have along with the MX Nationals. Tracks are charging in the region of £15,000 – £20,000, and gone are the days of volunteer marshalls. The cost to run a national event is around £30,000 to £40,000 per round. Add in to this the industry is spending less on events and marketing to promote their products, services and business, and you can recognise the struggle.

Both championships are run under the ACU, who are the leading federation in the UK, and that won’t possibly change in our lifetime. So as much as people want to moan about what they are not doing, then remember they are not going anywhere either. As the federation for both championships, they are always going to be the target for those people who feel disenfranchised with how the sport is going and it doesn’t help when people perceive other countries are progressing and new organisations like Nora92 are investing back into the sport with an incredible youth program and reduced licence and riding fees.

I believe that the ACU have recognised that things need to change and have understood that the licence fee subscribers are the life force behind their business. The appointment of Tim Lightfoot as chair of the ACU has been a positive one, someone who seems to truly understand that a united British motocross is beneficial to the ACU.

There are some great people within UK motocross who all believe that they know what it needs and when they are not listened to they then decide to adopt the mantra of I’ll just go and do it myself. Tim Lightfoot has the biggest job in motocross right now, and everything to play for.

With the right foresight and understanding what is required from key stakeholders that are jaded he could unite the British motocross scene, skyrocket ACU licences and drive the industry forward. A lot of pressure for one person, but if he can unite the rest of the ACU behind him, then things will change. So a glimmer of hope has happened for the ACU and the national championship, but there will be many who would have heard this all before.

But the hook that got me engaged with British motocross once more was when I heard of the possibility of a new Championship being started for 2024, but with two rounds being run in Europe. As an outsider looking in I would one hundred percent be that guy to say, “Jesus yet another championship” – just what the UK needs. That would have been the general sentiment towards someone starting another championship in the UK. So I needed to know more to understand if this would be a success or not.

Clinton Putnam is the guy who is looking to challenge British motocross to be better, to set a new bar in the hope it will shake it up and take it forward. Clinton was behind the very successful GT Cup and came onboard the MX National series supporting with tracks, infrastructure and vehicles. The same guy who has been behind the explosion of quality new motocross tracks in the UK over the past two years, something that the UK is in dire need of. I spoke to Clinton initially to understand more about the series and what his approach to media would be and see if I could help in any way. His vision is to offer a championship that feels like a GP when you arrive, an emphasis on the pros, along with world class tracks for them to ride on.

A few months ago this was made even more impressive by the fact that Clinton would be running with or without support from the industry, luckily for Clinton there are people, businesses and brands that also share and welcome that vision.

For the past eighteen months I have stayed out of the UK scene thanks to having COVID for five months, which kicked my ass, and then focussing on MXGP to fulfil our contracts. With Arenacross offering £140,000, NPC £98,700, MX Nationals and the British Championship there is finally some good money for pros to earn in 2024 when the economy is struggling! So is this the wind of change that we needed?

Since the new Nora Pro Championship (NPC) was announced it seems to have lifted the industry, federations have upped their game, other championships have got a second wind and the purse strings are a little looser from brands and manufacturers. Who knows where British motocross will be by the end of 2024?

We could be looking back five years from now saying where we would be without Clinton Putnam starting the NPC, and it being a driving force for not only the UK and six rounds in the UK and six rounds in Europe.

One thing is for sure, British motocross is a lot like the political landscape. There is a lot of talk about requiring people to work together, but it will always be difficult when egos and money get in the way of progress. Hawkstone International and VMXDN Foxhills have shown that if the product is what people want then they will support it, the challenge is to offer that level six times a year, not just the once.

Strap in because we have a lot to look forward to over the next thirty six months.

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