If you've seen them, you will likely be inspired to ride by them. There is something incredible about the vibe of British mountain biking films that exudes playful energy and inspires riders to make the most of a situation.
With lots of change and uncertainty within MTB, this film goes back to basics and highlights the fact we should simply message our mates and get the bikes out.
The Firm is just a good time, and the footage is a testament to the enjoyment of making a video with your friends.
As someone who grew up on the Kranked and NWD series, I have a soft spot for the storytelling and dedication to production that comes with these longer films.
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