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When I say "caring about the sport", I mean mentoring younger riders; taking part in the "scene"; putting on local races, camps, etc. Sure, the product that the athletes help develop is crucial to the increase in sales for the industry, but is that the best way to encourage young riders to come out of the wood work?

I'm in full agreement with the statement about Gwin not caring about the sport. As awesome as a guy he is, this is just something he's currently good at; when something new arises, he will leave. Now that not's too say there aren't 1000 other racers we look up to that will probably do the same. It's that he's the first US Citizen to return to power and the ball is fully in his court to change the way this country views the sport, and it's not going to happen. That's the problem.