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 Podcast Stuff Listener Offers Downtime listeners can now get 10% off of Stashed Space Rails. Stashed is the ultimate way to sort your bike storage. Their clever design means you can get way more bikes into the same space and easily access whichever one you want to ride that day. If you have 2 or more bikes in your garage, they are definitely worth checking out. Just head to https://www.stashedproducts.com/downtime and use the code DOWNTIME at the checkout for 10% off your entire order. And Just so you know, we get 10% of the sale too, so it’s a win win. Patreon You can support the podcast to help it keep going and improving by heading over to   / downtimepodcast   Merch If you want to support the podcast, and represent, then my webstore is the place to head. All products are 100% organic, shipped without plastics, and made with a supply chain that's using renewable energy. So check it out now over at https://downtimepodcast.teemill.com/ Newsletter If you want a bit more Downtime in your life, then you can join my newsletter where I’ll provide you with a bit of behind the scenes info on the podcast, interesting bits and pieces from around the mountain bike world, some mini-reviews of products that I’ve been using and like, partner offers and more. You can do that over at https://www.downtimepodcast.com/newsl... Are you enjoying the podcast? If so, then don’t forget to follow it. Each episode will get delivered to your device as soon as it’s available and it's totally free. You'll find all the links you need at https://www.downtimepodcast.com/follo... You can find us on Apple Podcast, Spotify, Google and most of the podcast apps out there. Our back catalogue of amazing episodes is available at https://www.downtimepodcast.com/episo... 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 #mountainbike #downtimepodcast #mtbpodcast