Entrepreneurial Identity and Education in the Field of Mountain-Bike Training

This paper explores entrepreneurial identity of cycling and mountain bike leaders and trainers within the emerging field of sports entrepreneurship. A growing body of literature has established the broad parameters of sports entrepreneurs mainly within the fitness sector. This study applies a performative entrepreneurship lens to highlight the embedded nature of identity, behaviour and place. This qualitative study is based around interviews with six trainers/leaders conducted via online forums. Finding illustrate that unlike the fitness sector where there is a more established market and where entrepreneurs often move from employment to self-employment within the sector, cycle trainers/leaders operate in a less formalised market resulting in less strategic planning. It is clear that these individuals are lifestyle entrepreneurs who pursue their passions rather than being driven by market opportunity.