What's In A Name?

1980's Mongoose All Terrain Pro- An example of when the name was different

 Recently I noted an article on "Bikepacking.com" where they had posted concerning the naming of a certain fat tired type of bicycle. In this case, they favor the term "ATB " over that of "Mountain Bike". Their feeling that the term 'mountain bike' denotes a certain riding style and that bikepacking denotes another style which is better represented by another name, which was used early on in the off-road, 26"er days. 

That acronym, "ATB", stands for "All Terrain Bicycle". Those early bicycles built by Tom Ritchey, Joe Breeze, and others were not "mountain bikes". Not originally. That term was a brand name first, (MountainBikes) not a name for all off-road, fat tired bicycles. But then it changed. Riders and media bought into calling these bikes "mountain bikes", and by the late 80's, "All Terrain Bicycles" was too burdensome and too pushed out of the mindset of consumers to ever be brought back. Or was it? 

Riding off-road, in the Mid-West, NOT on mountains.

In one manner of thinking about this, you can ride single track all across the nation, but not all of it is on mountains, right? So it would make sense to call such bicycles "All Terrain Bicycles", from that point of view. However; then where do you draw the line. I mean, you can ride a fat bike on single track anywhere, yes? That said, most of what I am seeing in that linked article is saying those bikes are not "ATB"'s in their minds. 

That "Bikepacking.com" article takes a swipe at "gravel bikes" as well, which- as you long-time readers know- is a category I have said for years is misnamed. But you know what? The marketing departments got a hold of it and now there is no turning back. In fact, marketing wonks have maybe gone a bit too far and are now off the deep end.

I do agree with the premise of the "Bikepacking.com" article though. I feel much the same way about adopting the term "ATB" for those off-road, fat tired bikes, including fat bikes. Is it a better, all-inclusive description for those bikes than "mountain bike"? Undoubtedly. But does that name, "ATB", conjure up the same imagery in your mind, and similar feelings as the term "mountain bike" does? No..... I think "ATB" is a very bland acronym for fat tired, go anywhere without a road bike, bike. It just doesn't have any cache'. It is kind of soulless. So, yeah.....good luck with that, Bikepacking.com. I just don't see that happening for the niche of cycling that you represent. 

And that brings up another point: Numbers. The industry, if it sees sales, backs up that with an outpouring of marketing, product, and R&D. Resources are scarce in the cycling industry. Whatever is tickling the consumer's fancy gets the attention. Right now, it is the "gravel category". Back in the 1980's/90's it was mountain biking. Not "ATB-ing". That sounded lame-o, and it just was not as marketable as 'mountain biking' was. Same thing with 'gravel riding', (or the even more hated term "gravel grinding"). It got tagged onto this category of bike and style of riding, and it took off. Do you think marketing folks thought the name was stupid? (I know many did) Do you think they were about to change the name and potentially harm the flow of money coming from the many people who were interested in this form of cycling? Not in a million years! So, 'gravel' it was, and back in the 80's, the same thing occurred. The common folks adopted the term "mountain bike" and the marketing departments ran with it.

Now MTB is so fractured into sub-cultures and styles that you're never going to get around that name that form of cycling gained back then. A certain sub-set of a niche in bikepacking may take to that name "ATB", but many sub-sets of "mountain biking" have their own names for their bikes as well. Which was pointed out in the piece by "Bikepacking.com", ironically. Why should "ATB" be any different in that regard? 

Tradition may play a part in this. Here you are trying to re-name an already established bike and activity.  What the proponents of the modern-day ATB are pushing was done in 1980. Those riders were mainly doing off-pavement, trail-touring. That became "mountain biking". When you pedaled out back with your panniers and fat tires, that's what you were doing. Not "ATB-ing". That is why it will be hard to turn the name around for these bikes. If anything, "bikepacking bikes" has a much better chance at becoming entrenched in the minds of cyclists now than "ATB" does.

But, I could be wrong here. I'd love it if I were, because I'd ditch the name 'gravel' for this form of cycling I love in a heartbeat.