Dunno – do you want it to grow? there’s a decent sized industry, it ebbs and flows, sometimes there’s loads of money in MTB and they show the Worlds on ITV, sometimes Spesh has to say they Demo sales represent less than 0.1% of it’s global bike sales so they can’t pay Gwin a skip of cash to sell them.
If you want it to grow do you want to promote a fringe spectator sport, push events onto TV (via RudeTube) like Rampage when a dozen or so of the few hundred people globally who can actually do that sort of stuff complete – make it look sexy, but unobtainable to mos, or promote participation with trail centres and videos of rolling hills and the grear outdoors?