027 - The craft behind core visual storytelling - with Sven Martin

In this episode, Tim sat down with photographer Sven Martin at his home above the ocean in Gordon’s Bay South Africa. Before becoming one of the most influential visual voices in mountain biking, Sven lived both sports from the inside — as a pro skater in the 90s Southern California scene and later as a World Cup downhill racer. He worked with major names in skateboarding and MTB, contributing to Thrasher and Transworld magazine, long before he fully committed to documenting the global MTB circuit.We talk about his life split between South Africa, New Zealand, and Italy, how six months on the road blend with family life, and what has shaped his eye for authentic storytelling. Sven shares why brand work and race coverage demand different mindsets, what today’s cycling industry often gets wrong in its visual communication, and how he keeps his work rooted in the “core fan” perspective.The conversation also dives into the new DH World Cup format, Discovery vs. Red Bull coverage, the evolving fan experience, and the wave of young talent in the sport. We close with a look at Sven’s editing process, his view on AI as a tool, and his advice for young creatives trying to build a career in the bike industry.If you want to see some of Sven’s work or get in contact with him,it’s best to go straight via his Instagram:https://www.instagram.com/svenmartinphotoIf you want to know more about us and our work,please visit:https://adlips.ioThanks for listening 🫶🏼