JIBBER JABBER
HOW THE 50 TO 01 CREW ARE KEEPING MTB FUN
“Sum up the 50to01 in one sentence,” we ask Josh Lewis. He grins. “Smelly, bushy-headed, creative idiots,” he laughs. While they do identify as just a bunch of mates mucking about on bikes in the woods, this description downplays the impact that these self-proclaimed “idiots” have had on modern mountain biking. Armed with spades and video cameras, these northern lads have charmed the bike world with their infectious energy, and reminded us that it’s not all about race wins or the latest tech, but just about having a laugh. Which is what brings them to Japan, where we’ve grabbed the chance to shoot some photos and find out more about their riding philosophy.
IT STARTED WITH A HASHTAG The 50to01 isn’t a team, or even a brand (although they do sell some merch). If you were to slap a label on them, then the appropriate term would probably be ‘collective’. The ever-growing group boasts some talented pedigree at its core – Josh set it up with his friends Sam Dale and Josh ‘Ratboy’ Bryceland (then both DH World Cup stars). And it could be argued that the whole thing was down to MTB legend Steve Peat, because Sheffield-born Josh [Lewis] grew up pretty much across the road from the big man, and it was Peaty who got him into bikes and introduced him to Ratboy.
Josh earned the nickname ‘Loosedog Lewis’ early on, for his lairy riding style and off-bike antics. He then coined the hashtag #allthelads, which became a bit of a motto for the Santa Cruz Syndicate. Soon after, Ratboy and Sam came up with the name 50to01, “and we just ran with it”. In moto terms, 50-to-one is the ratio of fuel to oil in a two-stroke engine. The name expressed the MTB lads’ penchant for ragging around on motorbikes, and fitted with the type of throttle-
it’s not all about race wins or the latest tech, it’s just about having a laugh
"WE WATCH BMX EDITS AND THEN TRY TO APPLY THAT TO THE WOODS"
twisting fun that can be had on two wheels when you “get the mix right”.
In late 2016, Ratboy announced his retirement from World Cup DH. Eagerness to see what he’d do next kickstarted people’s interest in the lads, and comments lamenting his absence from the race scene soon turned into praise for the new style of riding that the 50to01 were showcasing. “The competitive side of riding is fun, and it’s essential for the industry,” points out Josh [Lewis], “but it can all get a bit too dog-eat-dog. At the end of the day, it’s just numbers on a sheet.”
Although the guys do still smash the odd race, it’s ‘jibbing’ around in the woods that’s defined them. ‘Jibbing’ is a term stolen from snowboarding – describing hopping, sliding and grinding obstacles – but it fitted perfectly with this new style of riding. “Not that we ever called it that,” Josh is keen to point out. “It was just us doing our thing and that’s what everyone called it.” BMX is where the guys find much of their inspiration. “We watch BMX edits and then try to apply that to the woods,” explains Josh. “Nature makes so many transitions, and there’s so many ways to ride them. You don’t just have to bomb a track as fast as you can, you can look at things in a different way.”
We reckon that a lot of the 50to01’s success comes from their riding being ‘attainably unattainable’. Bike websites are saturated with over-produced, commercial footage, making it all-too-easy to zone out. What people want is something they can relate to – something raw and full of character. Taking something as simple as some dirt piled up against a tree and getting talented riders to ‘interpret’ it in their own way transforms it into something pretty cool. Capture that in a rough-and-ready fashion, stick a good tune over the top and you’re onto a winner.
STRENGTH TO STRENGTH
As the 50to01’s social media following has grown – and many have started to emulate their style – the crew itself has grown too. Early additions included Craig Evans, yet another flat-out pinner from the Steel City, and Max Nerurkar, who’s as skilled with a spade or a skateboard as he is on a bike. Other initiates include Doncaster-based pro-BMXer Dan Paley, who’s brought an insane fearlessness to the 50to01’s edits. Upholding things at the sharp end of the race scene is Scotsman Mark Scott, who’s a regular in the Enduro World Series top 10.
After a long stint with Santa Cruz, 2019 is the first year when the lads will be split across different brands. Ratboy’s swinging his leg over a Cannondale, alongside Max, Sam Hockenhull and Sam Cofano, while the rest of the crew (the ones who went to Japan) are staying on Santa Cruz. And after the success of their films Wheel Love and Now that we’re here, they’ve got a lot planned.
“How does the whole process of creating a video work?” we ask Josh.
"BIKE MEDIA NEEDS A BIT MORE CREATIVITY... IT NEEDS A BIT MORE HEART!"
“We just head out to the woods and see what pops out, really,” he says. “For our last film, we wrote down a load of ideas, and ended up doing completely different stuff!” When the lads go out filming, Josh usually just takes a bag of cameras, passes them around and everyone films each other. Max then cuts the footage into rough shape, and he and Josh take it in turns editing it. “Trying new things is what makes it so fun. And understanding what the camera settings mean, rather than just winging it, helps too!”
Even though the 50to01 are fuelled by social media, they’re also committed to making longer edits. “Bike media needs a bit more creativity,” reckons Josh. “People often say ‘we need Earthed back’, but it’s because those videos were so exciting and you’d rewatch them 30 times before they got old. Now it’s like you watch a race once and it’s done with. When you go on websites, they’re full of reviews of stuff that you’re not bothered about, or clickbait titles that make you think, ‘Why am I on this shit?’ It needs a bit more heart!” While the 50to01’s work isn’t exactly BAFTA-winning stuff, its rough-cut style isn’t only refreshing, but also includes some incredible riding. Almost all of their edits have a clip that makes you go “holy shit!” – or makes you cringe, like in one old video, where Josh lands on his handlebar in a rather compromising position.
NEXT STOP, THE HIMALAYAS! So, after Japan, what’s next for the UK’s most fun-loving MTBers? “Well, Japan had been on my list for a while, so I’ll have to think big next time,” ponders Mark. “More trips, more jams, more products – just keep growing and having fun,” adds Josh. This talk of travel gets the boys plotting, and some wild suggestions for future trips are thrown into the mix – Russia, South America, the Himalayas… “There’s some big ’ills round there I’ve ’eard!” jokes Sam, in his deep Manc accent. One thing the lads are all in agreement about, though, is the importance of helping the next generation. “We’d like to do more events where people can just show up and ride,” explains Josh. “Then, if they’ve got a good attitude or skillset, or just deserve support, we can hook them up and give them an opportunity.” It’s great that the boys don’t want MTB to be an exclusive club, they want everyone to experience the same fun they have. “Everyone needs a hobby,” says Josh, “and bike riding is really good for you. It’s not just exercise, it’s moving meditation!” Sam sums it up well: “If everyone had a bike, there wouldn’t be any wars, because everyone would just be stoked all the time! Get everyone a bike and world peace will follow!” Amen to that.