Cross country doesn’t sell bikes IMO it’s hard to make a captivating edit of XC racing, despite it being demanding. Trail, and Enduro dominate the market, so they are going to lean into it. Not super big on the MTB as adventure marketing either, I can see nature at 5 km/he with my dog with little to no investment vs mtb. Want to take in nature cool, but don’t rattle the chains for the guys who want to blast party laps and enjoy riding fast and having fun! Fun sells, and sending it is just Thats
