Words & Images Riley McLay
Sport can be glorious, but it can be equally as cruel. The constant adversary of staying at the top level, let alone reaching it in the first place, can become a sport in itself.
In a short period, Enduro racer Cole Lucas went from being a household name among the top ranks in Enduro to not having a professional ride for the 2024 season, ultimately leading to his exit from the EDR circuit entirely. A perfect storm of injury battles, economic struggles within the industry, and a race series in a state of limbo had created a challenging environment for racing success. Once celebrated as the exciting new frontier of mountain bike racing — with thrilling spectacles on some of the most beautiful trails in the world — now feels so much like the ‘awkward cousin at the wedding’ that even new race organisers don’t know what to do with. This shift is particularly surprising given the thriving grassroots movement and Enduro’s status as the most accessible racing format, which best captures the essence of a great day out on the bike. This uncertainty has led many racers to take a hard look whether the time and resources they invest will be worth it.
Cole’s introduction to push bikes started with humble beginnings, chasing his two older brothers down the local BMX track in his hometown of Hamilton. Naturally, this led to race plates being slapped on at club races, where Cole could prove once and for all who ruled the roost at the dinner table. While his relaxed yet competitive personality thrived in the racing environment, Cole had his sights set on bigger things. The BMX was eventually traded in for a dirt jumper, and weekends were now spent at shuttle days in the Rotorua Redwoods. Even with just one brake, the dirt jumper wasn’t going to hold Cole back. He had caught the downhill bug. “There was always a good crew to ride with, and we loved to push each other. There was no place I’d rather spend my time at that age” says Cole. In one of Cole’s very first downhill races, he secured second place in the under-15 category at the Oceania’s in Rotorua, proving that he could transfer the skills he’d honed on the BMX track to this new discipline. Multiple NZDH rounds followed, where Cole would dominate for a majority of his years in the junior ranks. This was matched by strong results at both National Cup rounds and National Championships. He was no longer chasing his older brothers but had found himself amongst the pointy end of some of the top talent coming out of New Zealand. Racing support was difficult to find in his junior years, but Cole received backing from development teams put together by 3 Sixty Sports and Wide Open, who recognised his talent. Working part-time for his family’s roofing business — and their support — also helped fund his racing aspirations and provided the flexibility to fit in training and bike time.
Cole was given the opportunity to represent New Zealand at the Junior World Championships in Vallnord, Andorra, in 2015. This was Cole’s first taste of international racing, and he made the most of the opportunities by gaining valuable experience and competing in several World Cup rounds across North America and Europe in the lead up. In just his first year in the junior category, he achieved a flurry of top-20 results, culminating in a 23rd place finish at the World Championships. During this time, fellow downhill racer, Eddie Masters, also saw the potential in Cole, taking him under his wing and helping him navigate the World Cup circuit. Eddie’s role as team rider/team manager allowed Cole access to the Bergamont team pits and the odd bit of technical tweaking from team mechanic and fellow Kiwi, Kurt McDonald. The privateer life isn’t always the optimal environment for consistent results, however, witnessing other Kiwi’s getting the job done on the world stage with what they had to work with was empowering for Cole. Even more so was the camaraderie, as fellow Kiwis understood the commitment to time, training, and resources required for success.
Although Cole had always focused on downhill races, he also had a passion for trail riding, which was often incorporated into his training. The growing popularity of the Enduro World Series (EWS) had caught his attention – now not just racing for retired downhillers, but as a competitive series to further build upon his racing skillset. During a break between World Cups in 2016, Cole decided to give an EWS round in La Thuile, Italy, a go, where he surprised even himself by finishing 13th in the under-21 category. “Enduro felt just like my training; going out for a day of riding with a good crew, but we were riding some of the best trails in the world,” says Cole. The following year, he competed in several more EWS rounds, securing a podium spot with a 3rd-place finish at his home race in Rotorua, as well as at the Carrick round in Ireland. Cole backed this up by qualifying for his first-ever World Cup race in the elite category. Unfortunately, the following week, a crash in Leogang, Austria forced him to return to New Zealand for surgery, causing him to miss the rest of the season. Cole reached a turning point in 2018 as he grappled with the challenge of qualifying for downhill World Cups. Already a consistent threat in EWS rounds, he shifted his focus toward the overall. This move paid off with an impressive 3rd place finish. The advantage of staying in the under-21 category in Enduro, compared to being pushed out of the under-19 junior category and into the increasingly tight times of the elite field in downhill, worked in Cole’s favour and allowed him more time to adapt and flourish in the Enduro format. He found continued mentorship from downhill racers Eddie Masters and Matt Walker, who were also shifting their careers toward Enduro racing. Cole tagged along with the extended Pivot factory team, who hooked him up with a frame and pit support at races. Although many riders were increasingly leveraging their own social media following to promote themselves and the brands that support them, Cole was determined to let his results speak for themselves.
Cole’s impressive momentum continued in the Open Men’s field. With the support of the newly established NZ Arapi Enduro Team a New Zealand program created by Brendan Clarke to provide better opportunities for Kiwis to compete in the EWS — he secured two top-10 finishes and one top-20 finish in 2019. His arrival to the top ranks of EWS didn’t go unnoticed, and by the end of the season, he was offered a contract to ride for Ibis Factory Racing. “It was honestly a dream come true. I had been working towards it my whole life, and after doing it for so long, I was over the moon that it had finally worked out,” says Cole. All of a sudden, Cole found himself whisked away to a team camp in Italy, where he was focusing on fine-tuning bike settings and race strategies. Gone were the days of sleeping in vans and using ‘set and forget’ bike setups. Even though Cole would admit he was very green to being a part of a factory team, he found a whole new perspective to racing that he was keen to implement. That was, until the world stopped. Only a stone’s throw away from where the camp was situated, the very first cases of Covid-19 appeared in Italy. Cole found himself back in his flat in Rotorua, under quarantine and waiting out the lockdown with the rest of us. Despite the disruptions to daily life in 2020 and 2021, EWS managed to continue racing. Cole grew frustrated with a slump in results, feeling they fell short of his expectations. However, the team still never pressured him. Instead, their unwavering support allowed an environment for him to grow as a racer.
Ibis team manager, Robin Wallner, masterminded a new Enduro-specific training regimen for Cole and, with a move to Queenstown, closer to quality trails and training partners, he put himself in the best position for success. Knowing it was time to put his mark on the circuit, Cole came into the 2022 season firing with six straight ‘top ten’ results. Everything was clicking. That was, until he broke his knuckle causing him to miss the next round in Switzerland. With only one round remaining in Loudonville, France, his overall standing had dropped to 8th. Desperate times called for desperate measures. Cole taped his broken knuckle, which just happened to be his left braking finger, to a splint and attempted to race the final round. The pain was unbearable, and he was forced to withdraw, slipping further back to 12th place overall. Even though it was Cole’s best overall season result, he couldn’t help but think about what could have been; but he felt relieved his speed was there. Unfortunately, Cole’s injury troubles continued after returning to New Zealand where, whilst out training, he suffered a fractured spine and a concussion. Just when he thought he was out of the woods and back on track, he misjudged a berm while riding in the Queenstown Bike Park, resulting in a Grade 3 shoulder separation. Suffering this injury just weeks before the season opener in Tasmania was far from ideal, but Cole was determined to push through and deliver a result. Although he managed to get through the majority of the first day of practice, a crash on the final stage forced him to withdraw from the race. This string of injuries was a “huge kick in the guts” and wasn’t helped by a series of crashes, mechanicals and poor results throughout the season.
2023 saw the EWS integrated into the UCI calendar, establishing the UCI Mountain Bike Enduro World Cup (EDR). The new organisers, Warner Brothers/Discovery, did not inspire confidence in the new race series. This was evident through a reduced number of rounds, poor communication and promotion of events, and a perceived attitude that EDR was meant to play second fiddle to its downhill and cross- country counterparts. This uncertainty spread throughout the industry as, along with economic pressures following Covid-19, bike brands were forced to reassess their marketing strategies, particularly their ability to support race teams. As expected, rumours circulated rapidly and, like dominos, brands announced they would be withdrawing support from the EDR. Still a surprise to Cole, he was informed mid-season that Ibis Factory Racing would too be dissolving at the end of the 2023 season. Being a contract year and having a down season results-wise created the worst timing possible. After reaching out to several brands, including major household names that were significantly scaling back their current operations, Cole was forced to announce that he would not be racing in the EDR for the 2024 season. The financial costs to return as a privateer were just too great, contrasted with too much unknown of how, and even if, the series was going to continue into the future.
“Absolutely gutted” Cole took the time to step back from racing and reflect on his achievements, now looking toward a life not revolving around racing. He understands better than anyone the dedication and effort required to reach the top level of the sport, and he’s come to terms with the fact that sometimes things just don’t go as planned. Cole is deeply grateful to those who helped him reach where he is today and is excited to still enjoy the hobby that has given him so much. He’s also looking forward to working with Zerode, a Kiwi brand he feels he has grown up with, and to compete in a series of local races, including the inaugural New Zealand Enduro Series. Taking things as they come, while aiming to have as much fun as possible.
