An Interview with Mark Sevenoff and Ashley Korenblat, Founders of Outerbike

Now that Outerbike (Moab) has hit its 10th year, we thought it might be a good opportunity to sit down with its founders, Ashley and Mark, to hear about the history of the event, how they got started and how it’s changed over the years. If you’ve had the pleasure of meeting Mark or Ashley at a past Outerbike, I’m sure you can attest to just how passionate this power couple is and can also appreciate their vision for Outerbike as it evolves. 

Question: Can you give us a general history of Outerbike?

Answer (Ashley): Before coming to Western Spirit, I served as the President of Merlin Metalworks and I experienced first hand the challenges of pulling together a demo fleet. It was hard work to pull together a demo fleet to take to Interbike but then afterward, the bikes would have nowhere to go. I saw an opportunity to fill up Moab with mountain bikers just as Jeep Safari does with off-roaders. I thought, why don’t we host a consumer bike demo event right here in Moab! Let’s make it possible for the people to ride bikes! 

The first year of Outerbike in 2010 we had way too many bikes and not enough people. No one really understood how Outerbike worked--people just didn’t realize they would be able to take the demo bikes out for real rides on real trails.  The following year when we finally nailed down the proof of concept, there were way too many people and not enough bikes--folks were lined up out the door before 7AM. That’s when we knew we had a good thing going. 

Question: What was the need you saw for creating a unique event like this? 

Answer (Mark): Interbike had a great demo day in Las Vegas called “Outdoor Demo,” the problem was it was only for industry people, not consumers. There was a massive demand for this kind of demo experience, which was much different than seeing a demo fleet at a race. Additionally, we knew how difficult it was to find the right size and brand of bike you’re looking for at an independent bike dealer (IBD), and with the shift in sales channels, it’s so important to build relationships directly with the brand. 

The idea for Outerbike was to put the cyclist first, making consumers the most important person at the event. The focus was to really hone in on helping each cyclist determine which bike is best for them, in a super relaxed and fun atmosphere. If you want to see or ride a specific bike before you buy it online or at your local IBD, Outerbike is one of the only places you can do it. 

Question: How is Western Spirit involved?

Answer (Ashley): Western Spirit is a bicycle touring company that runs backcountry trips in our National Parks and National Forests around the country. Western Spirit is Outerbike’s parent company and its mountain bike guides make up most of Outerbike’s staff. They are problem solvers and hosts, always making sure that folks are having a good time, finding the trails and bikes they want to try out.  Our guides are pros at making sure everything is taken care of from lunches to shuttles and first aid---we couldn’t put on the event without them.  

Question: How has Outerbike changed over the years? 

Answer (Mark): Year after year we work tirelessly to dial in and calibrate the event so that we have the right number of trails, bikes, and shuttles for the attendees. It’s also become increasingly important to serve each of our exhibiting brands as people count on Outerbike as a way to connect with and gather feedback from customers in different regions. We’re also seeing a lot more involvement from the communities hosting the event. They are so excited about Outerbike and the mountain biking scene in general, and their enthusiasm to get involved has been absolutely incredible. 

The other piece that has evolved is that we are working to make Outerbike more approachable for people who have just gotten into cycling. We want to make it fun and easy to learn -- everything from what equipment you need to what the trails in your local community are like and how you can be best prepared. In recent years we’ve been so inspired by the diverse range of cycling groups and communities that have been coming to Outerbike. Because it’s not as competitive and is a friendly, relaxed atmosphere, you can just show up with no need or pressure to be an expert. Everyone at Outerbike is there to help you find the right bike and have a great time doing it. 

Question: How do you envision the future of Outerbike?

Answer (Mark): We’d love to see more diverse products rather than just mountain bikes.. We have lots of interest from companies who make other products like camping gear, gravel bikes, and e-bikes, as these are all a part of the sport now and it would be awesome to represent that as a whole. We also want to work towards expanding the price point on bikes exhibiting at the event, accommodating all budgets, not just the super high end offerings. 

In terms of venues, we’ve gotten an overwhelming response from different communities wanting to host Outerbike. We want to make sure we’re hitting all the right spots and covering target regions that make the most sense from a trail and mountain bike community standpoint. 

Question: What's your favorite memory from Outerbike to-date? 

Answer (Ashley): Gosh, one of my favorite memories from Outerbike was an interaction I had with this one attendee. I walked up to this gentleman to check in and see how he was doing and he responded with, “You know what the best thing is about Outerbike? The prices aren’t on the bikes! My wife over there is falling in love with that bike but if she knew how much it costs, she would jump right off it. BUT I really want to buy it for her because it fits her perfectly and she loves riding it.” 

This is the epitome of what we’re trying to create. Help people fall in love with the sport by setting them up with the bike that’s going to make the experience a great one. 

Answer (Mark): One of the best things is when I hear people talk about their new bike they just bought and I ask them why they picked that one. When they say “I tried it at Outerbike and totally fell in love with it,” it really makes my day. Favorite memories also include getting to ride with our staff and industry friends the day after we wrap things up. Often times it’s hard to get out during the event itself, so after all the clean up is done and before we head back home it’s nice to be able to sample some of the local trails.