Why I Bought Two New Bikes in 2025 (and Stopped Chasing Sponsorships)

Let’s start with this: I’d all but given up on the idea of becoming a “bike ambassador.”

You know the drill - get some gear deals, tag brands in your posts, create content, chase clout. It’s what bike pros do, right? When you’re in the industry, that’s just part of the game.

But somewhere along the way, I realized it wasn’t my game. I hated sending out those emails asking for gear discounts, hated begging for someone’s attention. The whole process was exhausting - and when brands did reply, the deals were fine (better than nothing), but they came with strings. Post this, plug that. Essentially, I was being asked to do part-time marketing work… in return for discounts most riders can already get with a shop loyalty program or end-of-season sale.

So I switched where I was spending my energy. Instead of spending time doing what I didn’t love — social media, chasing likes, playing the attention game - I doubled down on what I do love: coaching, podcasting, riding bikes with real people in real life. And I figured, hey, if I do that well enough, the work will speak for itself. I’ll gain a few more clients, and I’ll just buy the whatever damn bike I want.

That was my mindset at the start of the year. In February, I reached out to my friend Jarrod at North Shore Norco and ordered myself the Norco Sight VLT C1 - I'd been dreaming of adding an E-Bike to my quiver for years, and this was the ultimate bike I wanted, no compromises.

It wasn’t until I picked it up that Jarrod floated the idea of jumping on board with the North Shore Norco Ambassador team. It wasn’t about social media metrics or reel views - he understood that the work I do is with real riders, out on real trails, building real confidence and control. The vision was aligned, the support was authentic, and the opportunity to also ride a Norco Sight C2 (analog) alongside the VLT was just too good to pass up.

So… that’s how I got on Norco.

Why These Two Bikes?

The Norco Sight lineup - in both its analog and VLT (electric) form - represents a sweet spot for riders like me who value control, capability, and composure on demanding terrain, without feeling like they’re lugging around a tank. Both bikes strike that elusive balance of stability and playfulness - and a big part of that comes down to the high pivot suspension design.

What’s the Deal with High Pivot Bikes?

Let’s nerd out for a second.

A high pivot design repositions the main pivot point of the rear triangle above the chainring, which allows the rear axle to move backward and up during suspension compression. That rearward axle path is huge for tech terrain. It means:

• Your wheelbase effectively lengthens as the bike compresses, giving you more stability on steep or chunky sections.

• You reduce hang-ups over square-edge hits and roots.

• The bike “gets out of its own way” more naturally, allowing for a smoother, more planted feel.

Yet, thanks to modern kinematics and well-designed idler pulleys, the Sight doesn’t feel like a barge. It’s still nimble and lively — you can pop, play, and throw it around when you want to.

The Norco Sight VLT C1 (Mullet E-Bike)

This is the bike that got the ball rolling. The VLT C1 is one of the lightest full-power eMTBs on the market right now - and that’s no accident. Norco ditched the heavy Shimano system and went with the Bosch Performance Line CX motor, paired with a sleek, efficient battery and a carbon frame that keeps weight impressively low (49 lbs with pedals).

Add in the mullet setup and you get a bike that corners quickly and climbs with what feels like relentless will. It’s got 160mm of travel up front and 150mm out back - enough to charge hard without feeling overbuilt. I used to run a 170mm ZEB on my last bike, but honestly, this feels like the ultimate setup for trail riding here in the Sea to Sky. Agile, not overkill.

The Norco Sight C2 (Analog, Full 29”)

The Sight C2 is just flat-out fun. Fast, Nimble, and incredibly intuitive to ride. The full 29” wheels eat up trail chatter, while the high pivot magic helps it float over roots and slabs without skipping a beat. It climbs surprisingly well, especially for how capable it is on the way down.

I’ve already been using this bike for coaching days and bigger backcountry pedals - it’s the kind of tool that lets me teach riders with precision, while also pushing my own riding forward.

So yeah, I’ve got two new bikes in the garage — but more than that, I’ve got clarity about how I want to show up in the bike world. Less noise, more trail time. Less chasing trends, more helping real riders get real results.

And as for being “sponsored”? Let’s just say I’m stoked to be supported by a rad Local Bike Shop that values connection and community over clicks.

See you on the trails.

- Jake

Media: @Guillaumemilettephoto