Revitalizing a Vancouver Island Classic Through Shimano Trail Born

Revitalizing a Vancouver Island Classic Through SHIMANO Trail Born

In the new short film titled Memphis, SHIMANO Trail Born and the Cowichan Trail Stewardship Society (CTSS) showcase a trail refresh on Mt. Prevost in North Cowichan, British Columbia. The project marks the latest collaboration between Trail Born and CTSS and highlights Shimano's continued investment in trail access and sustainability.

More than just a trail rework, Memphis represents the next chapter in an ongoing effort to preserve and evolve one of Canada’s most iconic riding zones while maintaining the character and riding experience that has made the area special for decades. The film documents the project while highlighting the people, vision, and community effort behind modern trail building, as well as the growing momentum behind SHIMANO’s Trail Born program.

Mt. Prevost and Trail Born

Located in the Cowichan Valley on Vancouver Island, Mt. Prevost has long served as a launch platform for Canadian downhill racers and is widely known for its fast-flowing and technical trails. Over the years, the mountain has become an important part of the local riding scene and a destination for riders seeking classic Vancouver Island terrain.

One of the mountain’s most iconic trails is Puttin’ on the Ritz. Known for its raw speed, technical character, and deep roots within the local mountain bike community, the trail has become synonymous with riding on Mt. Prevost.

In 2024, with the launch of SHIMANO’s Trail Born program, CTSS partnered with SHIMANO to revitalize portions of Puttin’ on the Ritz while protecting the spirit and character that made the trail special in the first place. The work modernized and improved sections of the trail while preserving the riding style and identity riders have come to expect from Mt. Prevost.

The project also aligned with a larger storytelling opportunity surrounding Jackson Goldstone and the launch of SHIMANO’s new XTR groupset, helping introduce Trail Born through a trail project deeply connected to Vancouver Island's riding culture.

Expanding Trail Born’s Impact

The original work on Puttin’ on the Ritz moved quickly, allowing CTSS and SHIMANO Trail Born to expand their revitalization efforts on Mt. Prevost with the refresh of Memphis.

For CTSS, the project represents more than a single trail opening. It is part of a larger commitment to responsible trail stewardship and maintaining access to world-class riding opportunities in the region.

For SHIMANO Trail Born, Memphis showcases what can happen when funding, local knowledge, and passionate trail communities align behind a shared goal. And for riders, it creates another reason to return to Mt. Prevost.

Trail Born in Action

The short film accompanying the project highlights the collaborative nature of modern trail building. Builders, volunteers, riders, advocacy leaders, and partners all play a role in bringing trails like Memphis to life.

That collaboration sits at the core of Trail Born’s mission. Supporting trail infrastructure is not just about building trails, it’s about helping communities grow around riding, preserving local trail culture, and creating opportunities for future generations to discover mountain biking for the first time.

The partnership between SHIMANO Trail Born and CTSS reflects that philosophy perfectly: support local leaders, invest in long-term stewardship, and create trails riders will remember for years to come.

One of the joys of cycling is heading out on an all-day adventure. Leaving in the fresh light of the early morning and returning dusty, satisfied and relaxed just as dusk falls. Even better is doing it on an e-bike because with pedal assistance you can go further, see more and enjoy your day out without returning home exhausted.

Food I Think About When I Think About Cycling

Place. For Chris Cosentino, celebrated chef and avid cyclist, there are several ways to connect with the Bay Area of California, the place he calls home. At local markets and in the kitchen, Chris explores ways to deepen his relationship with the area’s produce, both vegetable and animal. Likewise, while cycling on some of the world’s finest roads, gravel tracks and mountain bike trails, Chris experiences firsthand the climate that produces these amazing culinary possibilities. Integrating these is the essence of Chris self-expression and exactly what is captured in “Food I Think I About When I Think About Cycling.”

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E-BIKE SYSTEMS

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