Independent South African cycling media. Established in 2009.
TREAD Media is an independent South African cycling media company established in 2009 by veteran cycling journalists Sean and Joanne Badenhorst. With deep roots in mountain biking and an expanding presence across gravel, road and schools cycling, TREAD has spent more than 17 years documenting the evolution of the sport, developing specialist communities and connecting brands with South African cyclists.
From its origins as the publisher of TREAD Magazine to its current digital platforms, TREAD combines original editorial content, industry knowledge, audience research and digital initiatives that extend beyond traditional cycling media.
From print magazine to digital media
From 2009 to 2016, TREAD published TREAD Magazine, a specialist publication dedicated to original, insightful coverage of South African mountain biking. As the media landscape changed, TREAD transitioned to digital publishing, developing a website, the TREAD Bulletin mailer and social media channels on Facebook, Instagram and X.
Today, TREAD covers the people, products, events, destinations, trends and developments shaping South African cycling. Its editorial focus encompasses mountain biking, gravel, racing, equipment, trail networks, cycling culture and the wider cycling industry.
Understanding the South African cycling market
TREAD has developed a strong reputation for documenting the South African mountain biking market through surveys and original research.
Over the years, TREAD has collaborated with major stage races, including sani2c, the Absa Cape Epic, Berg and Bush and Wines2Whales, on surveys exploring rider behaviour and market trends. Other projects have examined mountain biking crashes and women’s participation in the sport.
Since 2019, TREAD has worked with Garmin on the annual South African Mountain Biking Survey. The survey tracks rider preferences and behaviour across topics including racing, equipment, training, brands and media consumption, with comparisons across multiple years. It has become a valuable publicly accessible source of insight into the South African mountain biking community.
Developing the cycling community
TREAD’s involvement in South African cycling extends beyond publishing.
TREAD Skills (2010–2017)
TREAD Skills helped more than 2 700 mountain bikers improve their riding skills and confidence through clinics held around the country. Commercial partners included MiWay, Nedbank, Peugeot and Volvo.
Buffalo Category (launched in 2012)
Created to provide a competitive category for larger riders weighing at least 90kg, the Buffalo Category has been incorporated into many major South African stage races, helping broaden participation and representation within competitive mountain biking.
TREAD Femme (launched in 2018)
TREAD Femme was developed to serve the growing women’s cycling market through relevant content and riding experiences delivered with partners.
SHRED (launched in 2022)
SHRED focuses on younger riders and the next generation of South African cycling, with an emphasis on gravity racing, schools cycling and cross-country Olympic (XCO) racing.
Top MTB Trails (launched in 2022)
Top MTB Trails was created as a dedicated resource for discovering South African mountain bike trail parks, with provision for rider feedback and ratings.
Building new cycling platforms
TREAD continues to develop initiatives that respond to the changing needs of South African cyclists.
Getting to Grips
In 2025, TREAD recorded six pilot episodes of Getting to Grips, a cycling podcast supported by Cannondale and Zini. The podcast is planned to move to a fortnightly schedule in 2027, extending TREAD’s editorial offering into audio and video-led conversations about South African cycling.
TREAD Events
Launched in 2026, TREAD Events is a web app designed to help cyclists discover events around South Africa. It covers mountain biking, gravel, road cycling and schools cycling, giving riders a central resource for finding their next event.
Working with recognised brands
TREAD has worked with a range of commercial partners across its media, community and event-related initiatives. These relationships have included Garmin, Nedbank, MiWay, Peugeot, Volvo, Toyota, GWM, Thule, Oakley, Specialized, Biogen and GoPro, among others.
The experience gained through these relationships informs TREAD’s approach to creating relevant content, reaching specialist audiences and developing partnerships that connect brands with the cycling community.
Editorial leadership
TREAD was founded by Sean and Joanne Badenhorst, whose experience spans the development of South African cycling media and the evolution of mountain biking itself.
Sean began mountain bike racing in 1991 and has reported on the sport through successive eras of technical, competitive and cultural change. He holds a National Diploma in Journalism and has worked as Deputy Sports Editor at The Mercury, editor of Ride Magazine and editor of Bicycling Magazine. In 2004, Bicycling Magazine won the Best Sports Magazine Award. In 2005, Sean was one of three finalists in the International Editor of the Year category with the Rodale Publishing Group.
Joanne worked for various award-winning ad agencies and magazines, including Heat and FHM and has been the Women’s Mountain Biking Commissioner for Cycling South Africa since 2024.
This combination of long-standing editorial experience, specialist knowledge and an active presence in the South African cycling community continues to shape TREAD’s approach to its content and partnerships.
TREAD Media: independent cycling journalism, market insight and community connection since 2009.
Founder and Editor: Sean Badenhorst
sean@treadmtb.co.za
Co-Founder and Solutionist : Joanne Badenhorst
joanne@treadmtb.co.za
