One thing I love about Norco is that the company has always focused on hiring incredible riders who are also incredible people. Although I know I’m probably biased, I think Norco’s Factory Team really are some the most impressive, professional athletes in the industry.
As an insider, I get to see much more of what goes into being a pro than just the day they stand on the podium. I’ve seen the incredible effort Fionn puts into off-season training, the countless unpaid hours Hoots ungrudgingly gives to the local riding community, and the sleepless nights of stunt-building by headlamp that Ben does to complete a film or photo segment. I see riders like Darcy and Dylan juggle full-time school and part-time jobs, while still trying to find enough time to stay on their bikes.
Every year Norco receives hundreds of emails, phone calls, and letters about sponsorship. In fact I can’t think of one event I’ve attended where, at some point, a rider has walked up and asked, “How do I become a sponsored rider?”
Unfortunately, there is no set job description or easy answer to this question since every company looks for something a little bit different. However, there are a few things we all want to see, and you might be surprised that it’s more than just your ‘mad-skillz’. Of course you need to know how to ride, and to ride well, but there is so much more to being a professional rider than race results. (Once again, keep in mind, this is my opinion, and Norco does things a bit differently. There may be companies out there that only care about podiums and medals.)
However, here are a few straight-forward DOs and DON’Ts when you are looking for sponsorship:
DO. . .have a professional, up-to-date resume (yes, that means a cover letter, resume, and photos *video is always a huge bonus too*)
DON’T. . .assume being a great rider is enough. There are hundreds of great riders out there, and there is always someone better.
DO. . .follow up within a month to be sure the correct person has seen your resume.
DON’T. . .torment the team manager by calling or emailing every day. (don’t laugh, it happens!)
DO. . .take time to improve your public speaking and writing skills. Your ability to interact with the public and with the media will be just as important as your ability to ride. Plus, both of these skills will build your confidence and help you to ‘sell’ yourself when you start looking for sponsors.
DON’T. . .slag companies or products. Giving honest feedback is one thing (and companies often want that) but getting onto forums and spouting off about how ‘so and so sucks so much!’ can really come back to haunt you.
DO. . .work out something with your local shop first. Grassroots sponsorship is a great way to learn how to be a professional rider.
DON’T. . .forget that other riders, especially kids, watch you and look up to you when you are talented. Whether you are sponsored or not, other riders WILL notice how you treat your riding environment, how you dress (yes, that means wearing a helmet like your mom always wanted you to), and most of all, how you treat other people.
DO. . .realise that being a sponsored rider is a JOB. Yes, it is a dream job to get paid to ride and have people giving you free gear but there are responsibilities and expectations. A company is hiring you to be their face and voice on the mountain so don’t be shocked when they expect to have a say in what you do or say out there.
Honestly though, the best way to learn how to be a professional rider is look closely at the riders you admire. You don’t have to become a carbon-copy of Jay Hoots or Ryan Leech, but watch what they do and how they act in public and you can quickly learn about what it means to be a professional.
- Norco PR Girl (filling in for Steak-Sauce)
