{"id":65041,"date":"2014-08-08T19:09:53","date_gmt":"2014-08-08T17:09:53","guid":{"rendered":"http:\/\/www.mtb-mag.com\/?p=65041"},"modified":"2014-08-08T23:51:18","modified_gmt":"2014-08-08T21:51:18","slug":"interview-amanda-schaper-liv-cycling","status":"publish","type":"post","link":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/","title":{"rendered":"[Interview] Amanda Schaper – LIV Cycling"},"content":{"rendered":"

\"_DSC2448\"<\/a><\/p>\n

We recently took a trip up to Newbury Park, California to have a chat with Amanda\u00a0Schaper. Amanda is the Global Product Marketing Specialist at Liv Cycling. We knew\u00a0Liv is women’s specific brand that’s part of the Giant family, but wanted to see if Amanda\u00a0could shed some more light on their history and Liv’s latest direction as a brand.<\/p>\n

MTB-MAG \u2013<\/strong> So, Liv has been around in various forms for a little while now. Can\u00a0you tell us a bit about its inception?<\/p>\n

AS \u2013<\/strong> The idea for Giant to create a dedicated women\u2019s cycling brand came from a\u00a0woman named Bonnie Tu. She is the CFO of Giant, and in 2007, she and the other Giant\u00a0executives participated in the Tour of Taiwan, which is a bike tour around the island of\u00a0Taiwan. I believe she was the only woman on the tour, and when she tried to find a kit\u00a0for the ride, all she could find was men’s sizing. This is a woman who wears Gucci and\u00a0is into high fashion\u2014needless to say, she was frustrated at the lack of women\u2019s cycling\u00a0apparel available. That set her into motion to say: OK, Giant needs to offer a full range\u00a0<\/em>of women’s product that’s tailored to females without compromising fit and comfort.<\/em><\/p>\n

That started her drive to build Liv\/giant. For a while we maintained that tie with Giant\u00a0because of the brand equity, but ultimately we wanted to break away and be our own\u00a0brand because it allows us to speak a lot more authentically. This year we re-introduced\u00a0Liv with the new logo and new branding. Everything is new, and it’s a big deal to us.
\nIt’s a huge advantage that we still get to utilize Giant’s technologies and manufacturing\u00a0capabilities, but we’re doing all of the women\u2019s-specific design and engineering\u00a0independently.<\/p>\n

It’s all about authenticity with Liv. Our entire brand is run completely by women\u2014all of\u00a0our designers, engineers, category managers, the whole marketing team, the brand team,\u00a0etc. We are all women, and we understand the needs of female cyclists.<\/p>\n

\"unnamed\"<\/a><\/p>\n

MTB-MAG \u2013<\/strong> We noticed Liv has been working with Leigh Donovan a bit, and\u00a0you have an ambassador program. It’s cool to see Liv teaming up with a cycling\u00a0advocate like herself.<\/p>\n

AS \u2013<\/strong> Absolutely! We are excited to be working closely with a group of ladies who\u00a0represent Liv. Not all of them are racers or ex racers like Leigh, but they are people\u00a0who are just great supporters of cycling in their communities. These are ladies who are\u00a0out leading rides, teaching clinics, and providing a welcoming atmosphere to get more\u00a0women on bikes. We have different tiers within those ambassadors.<\/p>\n

We have everyone\u00a0from people like Leigh who are ex world champions, to casual riders who are active in\u00a0their community and are great brand advocates. These regional ambassadors create local\u00a0events to build community, such us arranging ladies group rides or clinics showing them\u00a0how to change a flat tire. We want to remove some of the barriers that prevent women\u00a0from getting into the sport by building a welcoming community of passionate female\u00a0cyclists.<\/p>\n

MTB-MAG \u2013<\/strong> Speaking of barriers, what do you think are some of the factors that\u00a0prevent women from diving into cycling? Bad experiences at bike shops? Or out on\u00a0the trails and roads?<\/p>\n

AS \u2013<\/strong> Bad experiences might be part of it, but I don\u2019t think that\u2019s all of it. Up until now,\u00a0100% of the marketing has been really male centric\u2014big air, jumps, and things that\u00a0most women don’t really respond to. Or, when women were marketed to, it was done in a\u00a0really cheesy, inauthentic way. I think women typically respond better to things that are
\nmore aspirational. They might think: I want to be that person, or I want to ride in the spot\u00a0<\/em>where that photo was taken.<\/em> I don’t believe it’s necessarily about fear or a bad experience,\u00a0but the way cycling was conveyed to women in the past wasn\u2019t something they responded\u00a0to. I think that the industry simply hasn\u2019t spoken to women in a way that gets them\u00a0excited about riding bikes. If you look at surfing, when Roxy launched their brand they\u00a0did it in a way that made surfing a part of a woman’s lifestyle, and it was authentic.<\/p>\n

I do think there is a barrier in retail, and we are addressing that head-on. One amazing\u00a0thing we are doing is opening dedicated Liv stores all over the world, and we also have\u00a0devoted Liv branded sections in preexisting Giant stores. We think about the female\u00a0consumer as we design every aspect of our Liv stores\u2014from the displays to the dressing\u00a0rooms\u2014and we want them to have more of a boutique feel. This atmosphere makes it\u00a0more fun to shop for cycling gear, and it’s simply more welcoming to women.<\/p>\n

\"amanda-kelli\"<\/a><\/p>\n

Mid ride selfies with Kelli Emmett<\/strong><\/p>\n

MTB-MAG \u2013<\/strong> LIV has already been prevalent in Road and XC on the race\u00a0scene – do you think there will be a time when you jump into the gravity market?<\/p>\n

AS \u2013<\/strong> We have Kelli Emmett doing the whole Enduro World Series (EWS) at the\u00a0moment, and she has been loving her Liv Intrigue. Essentially this is our first season as\u00a0a standalone brand, so we are constantly looking at how we can improve our product\u00a0offering. Anything is on the table. As a brand, our end goal is to make a full commitment\u00a0to the women’s marke and provide anything that a female cyclist could possibly need.
\nAnd women ride gravity too. We are always listening to rider feedback and demand, so if\u00a0the demand is there for women\u2019 specific gravity bikes, I\u2019m sure that\u2019s something we\u2019ll\u00a0consider in the future.<\/p>\n

MTB \u2013 MAG –<\/strong> So, most companies that offer \u201cwomen’s specific\u201d bikes don’t\u00a0actually do much more than change the colo and simply offer scaled down versions\u00a0of the men’s bike models. What does Liv do differently to enhance the experience\u00a0for female cyclists?<\/p>\n

AS \u2013<\/strong> This is probably the most exciting thing about Liv and the bikes we offer. We truly\u00a0design custom frames tailored specifically to women. This doesn\u2019t mean taking a Giant\u00a0frame and simply tweaking the geometry. We start with a blank sheet of paper and design\u00a0a frame that addresses a woman\u2019s unique needs. People always ask: How are Liv bikes\u00a0<\/em>different than Giant bikes?<\/em> It\u2019s a tough question to answer because it isn\u2019t as simple as this tube is a little shorter and that tube is \u00a0little longer. The Liv frames are created by a separate team of female designers and engineers, so they\u2019re completel different frames\u00a0than what the Giant team designs. We focus on developing women\u2019s-specific geometry,\u00a0in addition to a custom carbon layup tuned for female riders.<\/p>\n

There are four main components we consider when designing women\u2019s-specific\u00a0geometry: Global Body Dimension Database, Intended Usage, Pro Rider Feedback, and\u00a0Target Consumer Feedback. I\u2019ll explain each of those in a bit more detail.<\/p>\n

\"portrait\"<\/a><\/p>\n

Photo : Cameron Baird<\/p>\n

The first thing we look at is the Global Body Dimension Database, and this is exactly\u00a0what it sounds like. The databas provides average body dimensions of women all over\u00a0the world\u2014things like arm, torso, and leg length, and overall bod proportions. This\u00a0helps us identify trends when comparing the male and female bodies. However, all\u00a0women are different, so this of course isn\u2019t the only driving factor. What tends to be true,\u00a0however, is that most women carry their body weigh lower, and we get our strength from\u00a0our lower body. This impacts geometry because our entire goal is to properly balance\u00a0women over the bottom bracket for optimized control.<\/p>\n

The next thing we focus on is the intended usage of each bike. That helps us determine\u00a0the rider\u2019s ideal body angle on tha bike, meaning how far forward or back the rider is\u00a0sitting, or if they are sitting more upright or in a more aggressiv position. Most of these\u00a0factors are all pretty obvious with each given discipline; for example, road sits forward\u00a0more, MT sits more upright. We get more specific than that though to look at the\u00a0specific discipline and riding style of that bike, an once we have the ideal body angle,\u00a0we can start to fine-tune the geometry to achieve that.<\/p>\n

\"beer-loop\"<\/a><\/p>\n

Holding down “Beer Loop” with the boys at Giant<\/strong><\/p>\n

After that we start to get into rider feedback. We send out bikes to our pro riders like\u00a0Kelli Emmett, Katie Holden, and al the girls on the Liv Pro XC Team. These are savvy\u00a0riders who can tell one half of a degree difference in a headtube and giv us really good\u00a0testing notes. Then, we go one step further and get real world feedback by gathering\u00a0info from our target consumer base after they ride test our frames as well. In addition to\u00a0pro rider feedback, we value real-world feedbac because these are the women who are\u00a0ultimately buying the bikes.<\/p>\n

In addition to what I already mentioned about geometry, we also do a custom carbon\u00a0layup for our frames to achiev different levels of compliance and stiffness based on a\u00a0woman\u2019s riding style and characteristics. This is where working with Giant gives us a\u00a0huge advantage. If Liv were an independent startup, we wouldn’t have Giant\u2019s industry\u00a0leading manufacturing and composite engineering capabilities at our fingertips, which\u00a0allows us to make the best women\u2019s-specific frames in the industry.<\/p>\n

Between our women\u2019s-specific geometry and custom carbon layup, we are able to create\u00a0a women\u2019s-specific bike that is comfortable, handles with confidence, and is capable of\u00a0winning world championships, too.<\/p>\n

\"unnamed<\/a><\/p>\n

Photo : Jake Orness<\/p>\n

MTB-MAG –<\/strong> We noticed that you guys have colorways that crossover from riding\u00a0gear to frame color. Can you shed some light on the inspiration behind that?<\/p>\n

AS \u2013<\/strong> We have a 3F Philosophy\u2014Fit, Form, Function. It guides all of our product design,\u00a0from bikes to apparel. We alread discussed fit and function a bit with how frames are\u00a0designed, and now form describes how the products look. Something unique we do is\u00a0develop an annual color palette, and this palette gets creatively applied across all of our\u00a0products. That way we have a very interesting and cohesive color story. Women like to\u00a0match, and we want everything to look good together It’s not just color, but also prints\u00a0and graphics. The fact that we do everything in-house helps us solidify a complete look\u00a0that ties in nicely, but also lets us offer a good variety in apparel in terms of usage and\u00a0price point. We have everything from casual ride gear to really high-end race kits.<\/p>\n

MTB-MAG –<\/strong> Very cool. Where can we find more information?<\/p>\n

AS \u2013<\/strong> Check out our website: www.liv-cycling.com<\/a>. Also follow us on Facebook\u00a0(www.facebook.com\/livcycling)<\/a> and Instagram (@livcycling<\/a>) to keep up with the latest\u00a0and greatest. #livbeyond!<\/p>\n

MTB-MAG \u2013<\/strong> Thanks for taking the time Amanda, we’ll see you at Crankworx!<\/p>\n","protected":false},"excerpt":{"rendered":"

We recently took a trip up to Newbury Park, California to have a chat with Amanda\u00a0Schaper. Amanda is the Global Product Marketing Specialist at Liv Cycling. We knew\u00a0Liv is women’s specific brand that’s part of the Giant family, but wanted to see if Amanda\u00a0could shed some more light on their history and Liv’s latest direction as a brand. MTB-MAG \u2013 So, Liv has been around in various forms for a little while now. Can\u00a0you tell us a bit about its inception? AS \u2013 The idea for Giant to create a dedicated women\u2019s cycling brand came from a\u00a0woman named Bonnie Tu.<\/p>\n","protected":false},"author":170425,"featured_media":65050,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[3683,4017],"tags":[],"yoast_head":"\n[Interview] Amanda Schaper - LIV Cycling | MTB-MAG.COM<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[Interview] Amanda Schaper - LIV Cycling\" \/>\n<meta property=\"og:description\" content=\"We recently took a trip up to Newbury Park, California to have a chat with Amanda\u00a0Schaper. Amanda is the Global Product Marketing Specialist at Liv Cycling. We knew\u00a0Liv is women’s specific brand that’s part of the Giant family, but wanted to see if Amanda\u00a0could shed some more light on their history and Liv’s latest direction as a brand. MTB-MAG \u2013 So, Liv has been around in various forms for a little while now. Can\u00a0you tell us a bit about its inception? AS \u2013 The idea for Giant to create a dedicated women\u2019s cycling brand came from a\u00a0woman named Bonnie Tu.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/\" \/>\n<meta property=\"og:site_name\" content=\"MTB-MAG.COM\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mtbmagcom\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-08T17:09:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-08-08T21:51:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mtb-mag.com\/wp-content\/uploads\/2014\/08\/unnamed-1110x832.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1110\" \/>\n\t<meta property=\"og:image:height\" content=\"832\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ian Collins\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mtbmagcom\" \/>\n<meta name=\"twitter:site\" content=\"@mtbmagcom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ian Collins\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/\"},\"author\":{\"name\":\"Ian Collins\",\"@id\":\"https:\/\/www.mtb-mag.com\/#\/schema\/person\/9e7dbb79510ff29a5f7147ec5b91f27f\"},\"headline\":\"[Interview] Amanda Schaper – LIV Cycling\",\"datePublished\":\"2014-08-08T17:09:53+00:00\",\"dateModified\":\"2014-08-08T21:51:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/\"},\"wordCount\":1862,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.mtb-mag.com\/#organization\"},\"articleSection\":[\"Cover\",\"Interviews\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/\",\"url\":\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/\",\"name\":\"[Interview] Amanda Schaper - LIV Cycling | MTB-MAG.COM\",\"isPartOf\":{\"@id\":\"https:\/\/www.mtb-mag.com\/#website\"},\"datePublished\":\"2014-08-08T17:09:53+00:00\",\"dateModified\":\"2014-08-08T21:51:18+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.mtb-mag.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"[Interview] Amanda Schaper – LIV Cycling\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.mtb-mag.com\/#website\",\"url\":\"https:\/\/www.mtb-mag.com\/\",\"name\":\"MTB Mag\",\"description\":\"Mountain Bike Magazine\",\"publisher\":{\"@id\":\"https:\/\/www.mtb-mag.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.mtb-mag.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.mtb-mag.com\/#organization\",\"name\":\"MTB Mag\",\"url\":\"https:\/\/www.mtb-mag.com\/\",\"sameAs\":[\"https:\/\/www.instagram.com\/mtbmag\/\",\"https:\/\/www.youtube.com\/channel\/UCMFGf3qU0pdIpSx9VaV7qOw\",\"https:\/\/www.facebook.com\/mtbmagcom\",\"https:\/\/twitter.com\/mtbmagcom\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.mtb-mag.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.mtb-mag.com\/wp-content\/uploads\/2021\/04\/MTBMAG-800X800.jpg\",\"contentUrl\":\"https:\/\/www.mtb-mag.com\/wp-content\/uploads\/2021\/04\/MTBMAG-800X800.jpg\",\"width\":800,\"height\":800,\"caption\":\"MTB Mag\"},\"image\":{\"@id\":\"https:\/\/www.mtb-mag.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.mtb-mag.com\/#\/schema\/person\/9e7dbb79510ff29a5f7147ec5b91f27f\",\"name\":\"Ian Collins\",\"url\":\"https:\/\/www.mtb-mag.com\/en\/author\/ian-collins\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"[Interview] Amanda Schaper - LIV Cycling | MTB-MAG.COM","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/","og_locale":"en_US","og_type":"article","og_title":"[Interview] Amanda Schaper - LIV Cycling","og_description":"We recently took a trip up to Newbury Park, California to have a chat with Amanda\u00a0Schaper. Amanda is the Global Product Marketing Specialist at Liv Cycling. We knew\u00a0Liv is women’s specific brand that’s part of the Giant family, but wanted to see if Amanda\u00a0could shed some more light on their history and Liv’s latest direction as a brand. MTB-MAG \u2013 So, Liv has been around in various forms for a little while now. Can\u00a0you tell us a bit about its inception? AS \u2013 The idea for Giant to create a dedicated women\u2019s cycling brand came from a\u00a0woman named Bonnie Tu.","og_url":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/","og_site_name":"MTB-MAG.COM","article_publisher":"https:\/\/www.facebook.com\/mtbmagcom","article_published_time":"2014-08-08T17:09:53+00:00","article_modified_time":"2014-08-08T21:51:18+00:00","og_image":[{"width":1110,"height":832,"url":"https:\/\/www.mtb-mag.com\/wp-content\/uploads\/2014\/08\/unnamed-1110x832.jpg","type":"image\/jpeg"}],"author":"Ian Collins","twitter_card":"summary_large_image","twitter_creator":"@mtbmagcom","twitter_site":"@mtbmagcom","twitter_misc":{"Written by":"Ian Collins","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/#article","isPartOf":{"@id":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/"},"author":{"name":"Ian Collins","@id":"https:\/\/www.mtb-mag.com\/#\/schema\/person\/9e7dbb79510ff29a5f7147ec5b91f27f"},"headline":"[Interview] Amanda Schaper – LIV Cycling","datePublished":"2014-08-08T17:09:53+00:00","dateModified":"2014-08-08T21:51:18+00:00","mainEntityOfPage":{"@id":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/"},"wordCount":1862,"commentCount":0,"publisher":{"@id":"https:\/\/www.mtb-mag.com\/#organization"},"articleSection":["Cover","Interviews"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/","url":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/","name":"[Interview] Amanda Schaper - LIV Cycling | MTB-MAG.COM","isPartOf":{"@id":"https:\/\/www.mtb-mag.com\/#website"},"datePublished":"2014-08-08T17:09:53+00:00","dateModified":"2014-08-08T21:51:18+00:00","breadcrumb":{"@id":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.mtb-mag.com\/en\/interview-amanda-schaper-liv-cycling\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.mtb-mag.com\/"},{"@type":"ListItem","position":2,"name":"[Interview] Amanda Schaper – LIV Cycling"}]},{"@type":"WebSite","@id":"https:\/\/www.mtb-mag.com\/#website","url":"https:\/\/www.mtb-mag.com\/","name":"MTB Mag","description":"Mountain Bike Magazine","publisher":{"@id":"https:\/\/www.mtb-mag.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.mtb-mag.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.mtb-mag.com\/#organization","name":"MTB Mag","url":"https:\/\/www.mtb-mag.com\/","sameAs":["https:\/\/www.instagram.com\/mtbmag\/","https:\/\/www.youtube.com\/channel\/UCMFGf3qU0pdIpSx9VaV7qOw","https:\/\/www.facebook.com\/mtbmagcom","https:\/\/twitter.com\/mtbmagcom"],"logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.mtb-mag.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.mtb-mag.com\/wp-content\/uploads\/2021\/04\/MTBMAG-800X800.jpg","contentUrl":"https:\/\/www.mtb-mag.com\/wp-content\/uploads\/2021\/04\/MTBMAG-800X800.jpg","width":800,"height":800,"caption":"MTB Mag"},"image":{"@id":"https:\/\/www.mtb-mag.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.mtb-mag.com\/#\/schema\/person\/9e7dbb79510ff29a5f7147ec5b91f27f","name":"Ian Collins","url":"https:\/\/www.mtb-mag.com\/en\/author\/ian-collins\/"}]}},"_links":{"self":[{"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/posts\/65041"}],"collection":[{"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/users\/170425"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/comments?post=65041"}],"version-history":[{"count":0,"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/posts\/65041\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/media\/65050"}],"wp:attachment":[{"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/media?parent=65041"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/categories?post=65041"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mtb-mag.com\/en\/wp-json\/wp\/v2\/tags?post=65041"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}