What’s Really Going On in the Bike Industry Right Now? – Dustin Adams of Industry Nine

The mountain bike industry is in a weird place right now. Sales have been slow, brands are making tough calls, and things like tariffs and e-bikes are changing the landscape fast. So what does it actually look like from inside one of the most innovative component brands in the game? This week, I’m joined by Dustin Adams, CEO of Industry Nine. We dive into the real state of the industry, why certain disciplines like enduro are losing support, and what’s coming next… including things like 32-inch wheels. We also catch up on Industry Nine and hear about the big wins that Dustin and the team have found when combining I9s System spokes with We Are One’s rim technology. But this one’s bigger than just products. This is about where mountain biking is heading and who’s shaping it. So sit back, hit play and check out this episode with Dustin Adams. You can also watch this episode on YouTube here . You can follow Industry Nine on Instagram @industry_nine . Podcast Stuff Sponsoring Partners Fox Racing Fox have just launched a fully updated Flexair range of jerseys, pants, shorts and gloves. Their lightest and most breathable gear ever. You can check out the complete range over at foxracing.com . Loam Pass Picture this, over 70 epic mountain bike destinations across North and South America. Two free days at each, a third at half price, and no blackout dates. Just you, your bike, and an endless world of trails. Even better, there’s loads of new spots to explore this year, including Highland in New Hampshire and KRB in New Mexico. Well that’s what you get with Loam Pass . For just $250, you unlock over 100 days of riding across top bike parks, shuttles, and trail systems. Whether you’re chasing park laps or finding hidden gems, it’s got you covered. But don’t hang around, that early bird price ends May 1st 2026. Head to loampass.com, grab your pass, and start planning those road trips. Industry Nine This episode is a paid partnership with Industry Nine – check out all they have to offer, including their System spoke wheels over at industrynine.com . Patreon I would love it if you were able to support the podcast via a regular  Patreon  donation. Donations start from as little as £3 per month. That’s less than £1 per episode and less than the price of a take away coffee. Every little counts and these donations will really help me keep the podcast going and hopefully take it to the next level. To help out, head  here . 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. We now also have local manufacture for most products in the US as well as the UK. So check it out now over at  downtimepodcast.com/shop . 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  downtimepodcast.com/newsletter .

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What’s Really Going On in the Bike Industry Right Now? – Dustin Adams of Industry Nine is an episode from Downtime - The Mountain Bike Podcast by Downtime MTB.

This episode is 1:07:40 long.

This episode was published on Apr 28, 2026.

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