April Fools Comes Every Day in the Bike Industry - and Here's Why! 1

It's April Fools - we love April Fools - but this year we've decided to try something different. Rather than creating a backwards mullet bike or pretending we're rebranding, we're talking about bullshit in the bike industry. The April Fools prank that gets played on riders every single day in mountain biking... not just on April the 1st.

Press play, let us know what you think and drop us a comment down below - we'd love to hear what you think!

Shoot/Edit by Openwide Agency.
Additional footage and photography with thanks to:
Phil Golston/Black Down Media
Dom John/Openwide Agency
Ben Plenge/The Strength Factory
Innes Graham
Dave Price/Wideopenmag