OUR
STORY

It started with one question.

How can we help riders become better at what they love?

In 2018, I was riding and racing at the highest level, spending countless hours in the woods around the Sea to Sky.

I wasn't just thinking about riding. I was thinking about why some riders progress faster than others.

How do you approach a difficult feature? How do you manage fear? How do you choose a line? How do you know when you're ready? How do you build a process that allows you to keep progressing with confidence and control?

That thinking became Into The Gnar. It started as a YouTube series. Then it became coaching. Then camps.

And eventually, I realized something: The process could help far more people than the riders standing beside me on a trail.

Every rider carries a powerful computer in their pocket.

So I started asking: What if we could put the tools I use as a coach directly into a rider's hands?

That became the foundation of the Into The Gnar platform.

Rider Assessment. Risk Assessment. Mindset Reset. Bike Garage. Bike Setup. Performance Tracking. Crash Log. Progression. Fuel. Flow.

Each tool started from a real problem I had seen while riding, racing, coaching, or simply trying to become better myself.

And the more we built, the more something became clear: These tools aren't just useful. They create a way for people to understand their own journey.

I've used enough apps and digital tools to know that a powerful tool is useless if nobody wants to use it.

So I wanted Into The Gnar to feel different. Fast. Simple. Smart. Useful.

You shouldn't need to spend ten minutes filling out a form to log a ride. You shouldn't have to fight the technology.

The platform is designed around the way riders actually behave. Speak instead of type. Take a photo instead of writing everything down. Log something in seconds. Come back later. See your information organized for you. Turn your experiences into useful information.

The goal isn't to give you more digital work. The goal is to make the digital experience disappear into the background and give you better tools for the real world.

We have athletes. Fans. Events. Brands. Media. Trails. Stories.

But much of the experience is fragmented. The athlete has one profile. The event has another website. The fan follows an Instagram account. The results live somewhere else. The bike setup lives in someone's notes. The training happens somewhere else. The story disappears after the race.

I believe there is a better way.

Into The Gnar is building the digital layer that connects all of it.

A place where an athlete can build a profile, manage their bikes, track their riding, prepare for an event, share their progression and connect with their community.

And where a fan can go beyond simply watching. They can follow athletes. Discover their bikes. Explore their setups. Follow their activities. Learn how they prepare. Use the same tools. Build their own profile. Progress alongside them. Become part of the journey.

Into The Gnar started with mountain biking. But the architecture is bigger than one sport.

Different sports, events and organizations can have their own universe. Their own athletes. Their own events. Their own stories. Their own community. Their own tools.

But underneath it all, the same platform connects the experience. One account. One identity. Different worlds.

Because I've been on both sides. I've been the athlete. I've been the coach. I've been the fan. I've been the organizer. I've been the guy trying to understand how to make a sport better.

And I've always believed that the best experiences happen when people are brought closer together.

That's what made the early days of Enduro so special. Pros and amateurs. Same race. Same mountains. Same adventure. You could watch the best riders in the world and then go ride the exact same trail yourself.

That connection was powerful. I want to bring that feeling into the digital world. Not by replacing the real experience. By making the experience around it much richer.

I didn't start with a tech company. I started with an idea.

I had never coded before. I learned how to build the platform myself, feature by feature, using AI and a ridiculous amount of trial and error.

It has been frustrating. It has been exciting. It has been completely insane at times.

But it has also taught me something I already knew from riding: You don't need to know exactly how you're going to get there. You need to start. Build. Test. Learn. Adjust. Keep going.

That's how you ride. That's how you build.

Today, Into The Gnar is a living platform. Riders are using it. New tools are being built. Communities are forming. Events can connect to it. Athletes can showcase their journey. Fans can become participants. And the possibilities keep expanding.

I don't know exactly what this becomes. But I know what I want it to become.

A place where action sports feel connected again. Where athletes can inspire. Where fans can participate. Where riders can progress. Where communities can grow. And where the digital experience finally feels as exciting as the real thing.