Wise Words is our new interview series talking to some of mountain biking’s most switched on people.
We’ll ask our short list of questions to a heap of influential, inspiring and outspoken people that we feel are driving the direction of mountain biking today. Some will make you think, some will make you laugh, some will be plain dumb, some will inspire you to better yourself and your riding. We hope!
Wise Words this week comes to you from none other than Rob Sherratt.
In a game of word association, Rob Sherratt might not be the first name you’d think of when someone said Nukeproof, but then that’s probably because he’s done his job properly and you immediately think of one of the brand’s stellar riders or one of their products.
Rob’s also the man that’s put bikes underneath Team Wideopenmag for a long old while. Thanks Rob!
Photo by Laurence Crossman-Ems.
How would your closest riding buddies describe you to someone who has never met you?
Not to sure to be honest, probably that I am pretty quiet, a little socially inept and nervous of social situations and strangers. Probably not the key traits for the marketing manager of a company, but maybe the reason I chose to start spending days riding around the woods away from big crowds.
I guess I have a tight group of close mates, that I can be myself with. To anyone that does see me please don’t be offended, it’s just my nature to be a little nervous, but I’m friendly if you do say hi.
My riding buddies will say I am prone to a good crash often enough.
What thing or things have you bought in the last year that had the biggest effect on your life as a mountain biker / cyclist / person that works in the bike industry?
From a “Nukeproof/Work” point… One of the benefits of being the only tall oaf in the office is that I get to be the test monkey for the XL test bikes/frames. So I’ve had the pleasure of using one of our new Reactors (new trail bikes) for a while now. Living on the outskirts of Birmingham, we’re not blessed with alpine mountains.
What we do have is loads of nice hills with rad woodland trails & singletrack, which is perfect for the Reactor. I can ride from my doorstep up my local trails and it just makes them a right laugh. I really love my Mega 290c too it’s still my go to for those more “gnarly” of days, trips away or if I decide to race something as that thing’s just fast.
Probably the biggest effect to normal life has been the addition of a puppy to my little family. I suppose I’ve spent 40 years trying to live the life of the “Lost Boys” and never grow up, so this is one of the first major responsibility I have had in a long time! But she’s rad and keeps me entertained, hopefully train her to come on some local rides when she’s old enough.
What unusual habits do you have as a bike rider?
Not sure I have anything unusual, just loads of bad riding habits. I’m fortunate to ride with a good mate who’s a bit handy on a bike, who has helped me improve massively and pushes me outside my comfort zone.
I also sometimes ride with some of the best skills coaches in the world (our athletes), who are brilliant at giving me a few pointers. I still don’t get why there isn’t full on mountain bike skills schools at every major trailhead like skiing for riders of all ages?
Photo by Kika Abelleira.
What piece of advice do you think every mountain bike rider should hear? And what piece should they ignore?
Just to appreciate the moment.
Often modern society conditions us to always be going forwards and looking for the next thing. I’m not sure how many years I’ve spent chasing the next product/event/target. I worked I in sales for a few years and hated the constant chase, life just passed me by. Suddenly months or year had passed and potentially I haven’t appreciated some of the amazing opportunities, achievements or situations I’ve been in.
In recent years I tried to plan to take time to reflect and appreciate the here and now and just look forward to what is coming up. Even if it’s the small things like getting to the top of that long climb and just taking a moment to appreciate the views and how much of a “challenge” the climb was (I’m not a mountain goat).
Ignore… (partly) ignore social media. I don’t know how to explain this one. It’s strange that some people now live life for social media rather than use it to reflect real life, does that make sense? Just keep social media social as a nice way to connect with each other and record a little snippet or insight into your life/brand, rather than creating just for likes and follows.
If you look at a music gig now, loads of people are recording the show to post to social media to show “they were there” rather than just rocking out to the band. Trying to piece together the hazy memories the morning after is much more fun than re-watching what actually happened on a phone.
If you could go back and re-ride one day from your life so far, where/what/when/who would it be? Would you change anything?
Honestly, I don’t think I would re-ride any day. It may sound boring (or partly because we’re currently in the situation of lockdown) but I love riding with my close mates. Potentially my favourite place to ride is a semi-local spot, just so many fun flowy techy trails. Sorry that’s boring as it’s mates and a location I can’t disclose but can’t wait to ride again.
Probably my most memorable rides are when I have pushed myself to beyond exhausted (that Type 2 fun, you hate it at the time but love the memory). This happens when I am stupid enough to enter an event or race.
In full disclosure I’m no preconceived ideas that I am anything more than an average rider, But I love to challenge myself and that personal feeling of accomplishing something I wasn’t sure was possible. Probably the best example of this was a moment of stupidity in entering the 2016 Valberg round of the Enduro World Series. I don’t know why I thought it would be fun or a good idea.
Fortunately, I had some of the best housemates for the week to help. Mr Kelan Grant, Matti Lehikoinen and Point One Athletics’ Chris Kilmurray were amazing motivation. To drive me on further I was lucky to also ride with (all be it from a distance) Sam Hill, Elliott Heap and had Jacy Scumilak to keep me going. I wasn’t sure I could even race after practice, the distance of the liaisons was way beyond my fitness, it was more survival for 2 days rather than racing.
Thanks to all the team and an angel at the top of the final stage (with positive words and an energy gel, Elliott Heap) I crossed the line, a broken man but finished (still to this day I’ve never checked the results). It hurt a lot but looking back I stoked on riding in an amazing place with awesome people. I still have the reminder above my office desk of #207 number plate, signed by all the team and a note on the #27 plate saying “Rob, you’re my hero”. The #27 in that race was Sam Hill, who took his and Nukeproof’s first EWS win on the Grave Digger Mega 275, so to be there for that was amazing to experience and be part of that.
What have you wasted the most time on in your life as a rider or bike industry career that you wished you’d given up years ago?
I don’t think I’ve wasted time, but maybe just realised earlier that you can only control your own actions. A wise young lady once told me “expect nothing, do something, hurt no one” Cheers mum.
Photo by Kika Abelleira.
How do you motivate yourself when you’re struggling or lacking inspiration?
I’m super fortunate to be in the position I am in. I’ve worked hard to get to where I am and done some really crap jobs, but they have all helped shape where I am today and I’m happy. If ever I have a bad day, I just need to appreciate I work in an amazing industry, for a brand I love, alongside some of the most genuine and passionate people going.
At the end of day, we’re all just creating motivating people to get outside and enjoy in their down time on bikes. It’s a bit of an honour to do this, what’s not to get stoked about?
What single and specific thing about riding bicycles do you gain the most happiness from?
Freedom. From a mode of transport to visit mates as a wee nipper to the sport/hobby/ passion/ pastime it is now. I love the adrenaline rush, sense of achievement of pushing myself and general feeling of getting out there to clearing your head of anything and everything.
Probably the biggest thing is that the humble bicycle has kept me sane(ish) and allowed me to travel to places I have never thought possible, allowed me to create some awesome friendships and have a career as young boy from the hills of North Wales could only have dreamed of.
Photo by Matt Staggs.
What single thing would you like to erase from cycling history from the last year?
The word “social media influencers”. With the risk of offence, I will stop there.
What single thing would you like to make happen in the cycling world in the next year?
At present (in the amid of the current health situation) I would be happy for riders to be get out to ride with mates again. Think this situation may help us appreciate the little things that little bit more. Also, can’t wait to watch some racing again when it’s the right time and sensible to do so.
Who else should we ask these questions to?
Brode Vosloo, quite possibly one of the nicest and naturally cool people I have had the pleasure of working with and learning marketing from (a little man crush on you Brode).
Dave Richardson, one of the finest men to hail from the Black Country mountain bike scene.
