Ansel Dickey / Vermont Social

“It’s a massive refinement of small moments that the viewer ends up seeing.”

After eschewing college for a career racing bikes, Ansel Dickey [pictured far right] combined his love of photography and film in Vermont Social—the creative agency he founded that delivers beautifully realised visual media with a focus on storytelling.

Referencing his latest film for Wahoo Frontiers, Ansel discusses in detail the logistical demands and production processes that such a project entails—a freewheeling conversation that takes in barn envy, motorbike chases through Austin, Texas and telling secrets to the camera.

cyclespeak
So how are things in Vermont?

Ansel
We’re in the middle of a long mud season.

cyclespeak
I’ve heard about that. When I spoke to Ian Boswell* he was saying that winter is sort of prolonged but it’s proper snow so you can go fat biking or cross-country skiing.

[*Wahoo Frontiers athlete and winner of Unbound 2021]

Ansel
Yeah, I mean winter is actually quite enjoyable but when all the snow is gone it’s still really cold and the dirt roads – which are like 80% of all our roads –  are just gnarly and rutted.

cyclespeak
And you end up coming back with a filthy bike that needs cleaning.

Ansel
If I have to wash my bike after a ride, then I’m not going out. There’s no requirement for me to train on the bike anymore and I’ve been converted to running. It’s super time efficient so if I’m busy I can just do 20 minutes and feel like I’ve accomplished something. But lately I’ve been really missing the bike so I went out on this nice long ride yesterday. The first in five months. It’s finally dry enough and warm enough to go out.

cyclespeak
I’m right in thinking you bought a house a couple of years back?

Ansel
Yeah. My fiancée Gertrude and I found a place in West Windsor. We’d been looking for a while but couldn’t find anything and then this house popped up. So we jumped on it.

cyclespeak
Are people still working from home and wanting more space?

Ansel
The remote work environment has been picked up by a lot of companies and people are realising that compared to metropolitan areas, Vermont is still relatively cheap. People understand that their money can go a lot farther. But then they get to mud season and it’s like, fuck, I wanna go back to the city [laughs].

cyclespeak
The question is – and this is an important question – have you got a big barn like Ian?

Ansel
I wish. His barn is next level. We do have a two car garage but, unlike Gertrude, I don’t use it for my car because my side is full of bikes and crap.

cyclespeak
Speaking of possessions, I can see the neck of a cello poking out from behind the couch. Who’s the musician? 

Ansel
That’s mine but I haven’t played in a while. My Dad is a musician so I grew up playing a lot of instruments. I play more guitar now.

cyclespeak
I’ve seen pictures of you with a banjo.

Ansel
Yeah. And my dog’s name is Banjo. Unfortunately he just tore his ACL playing fetch.

cyclespeak
Is that fixable?

Ansel
It is but we still don’t know if it’s fully or partially torn. And it’s a real shame because mud season is his favourite. Especially if it’s been raining. He’s that kind of dog [laughs]. 

cyclespeak
When Banjo was a puppy you were still racing bikes professionally. Can you talk me through your transition to content creator?

Ansel
Bikes were always a big part of my life. I started racing when I was 15 or 16, slowly improved and got on the national team. And then right out of high school I signed my first professional contract. So that helped me decide that I didn’t really want to go to college and I’d rather go off racing. I travelled loads and met a lot of great people. But even though I did the Tour of China and raced in Azerbaijan, I never really made it to Ian’s level—never made it to where it was totally justifiable with me making a huge living.

cyclespeak
So what changed?

Ansel
I had a teammate called Sam Rosenholtz who was also a portrait photographer. We went to a training camp in Spain and I remember watching him carry around his camera and take photographs. I was, okay, cameras are cool and I want to play with them too. So I started just doing it for fun—taking my camera to races when I was travelling.

cyclespeak
And from there?

Ansel
At the same time I had already started Vermont Social but as a social media marketing company. I was basically helping small business clients like a bike shop in New Hampshire or a beer store in Vermont—running their social media for them while I was abroad racing.

cyclespeak
And the photography?

Ansel
It was the realisation that a lot of these same social media clients also needed photographic services and that eventually evolved into video. And because I was becoming more invested in getting better at film and photography than getting better at racing my bike, I knew it was time to quit.

cyclespeak
Was that a head or a heart shift?

Ansel
I think the heart took a lot longer than the head. Analytically, I knew how hard I’d worked at my racing but did I want to waste another five or ten years doing the same races and getting the same results? Or did I want to pivot?

cyclespeak
How long did it take for riding your bike to not feel like training?

Ansel
Oh man, I think it’s still an issue. Being an athlete at that level, you’re tortured because of this desire to do well. But I also think that anything in my life, when I enjoy it, I enjoy the feeling of getting better. I think that’s why I got into running because I’m not that good at it yet and I can see the progression. When I get on my bike, I’m just reminded of how good I used to be. So it’s tough [laughs].

cyclespeak
Why the name Vermont Social?

Ansel
I like the way it sounded. Like, pretty cool.

cyclespeak
And the brand logo comes from your love of fishing? 

Ansel
Yeah. I grew up on Cape Cod in Massachusetts where I fell in love with fly fishing. I’ve always liked companies that had a mascot, so I was like, why not just make it a fish? And because I like an organic approach to things, the only native fish to Vermont is the Brook Trout.

cyclespeak
And that all came together and just felt right?

Ansel
I always thought that with branding and design, things need to look good as a base but beyond that, your brand is really created by the interactions you have with your customers. And like the layers on an onion, it takes years and years to build.

cyclespeak
Your latest film for Wahoo Frontiers – 24 Hours in Old Pueblo – is 11 minutes and some seconds of brilliance. Beautifully filmed and depicting these four young women, out racing in the desert and having fun. Can you describe the processes you follow in a project such as this? From conception through to delivery, and how do you use the event to tell a story?

Ansel
As you probably know, Wahoo Fitness is a big client of ours and a lot of the original ideas come from them. Once the idea is on the table, then it’s my job to do the research and come up with what the story is. With this film, the idea centres around community and camaraderie.

cyclespeak
So you have your story. What’s next?

Ansel
Pre-production involves researching the athletes—who they are, their past results and a little of their character. And then there’s the event. How long has it been running? What’s the format?

cyclespeak
So for this film?

Ansel
The women are four individuals – really good in their own right – so it’s cool to see them come together to form this team in a fun and funky event.

cyclespeak
And the logistics?

Ansel
We knew the event was way out in the desert. Everyone calls it the Burning Man of bike festivals which I would say is super accurate [laughs].

cyclespeak
Which means you were camping?

Ansel
We set to work making a list of everything we’d need to take with us and decided to rent a sprinter van so we could camp out with the girls and charge our equipment. It was myself and Josh Bernales—another DP who’s just moved to Colorado but used to live in Vermont.

cyclespeak
What about the actual filming?

Ansel
The pre-production plan has all the story ideas and interview questions. The production plan is, okay, we’ll do sunset shooting here, interviews over there and we’ll film the race in this way. Beyond that, you’re on the fly. Documenting things as they unfold and constantly looking for opportunities to tell the story that’s always in the back of your mind. 

cyclespeak
Is that story influenced by what’s happening on the ground?

Ansel
It totally evolves and you just have to be okay with that because we don’t want to put words in their mouths. So you have to be ready to change direction, ask another question or reshoot something in a way that helps explain where it’s going. And it’s also important to have fun. We were camping in the desert so you’re hanging out with the girls and cooking with them. You’ve got to build a rapport before you expect to get good stuff on film.

cyclespeak
I can see how it would be fun but it also sounds a little intense?

Ansel
You shoot all day, dump cards at night. Then go to sleep – or not in this film’s case – and begin all over again the next day. And then you go home and start the editing process and, honestly, that’s where the story really comes alive. You have an idea of what you shot but you really don’t know what it’s going to turn into until you get it onto the timeline.

cyclespeak
As I already mentioned, the film runs to just over 11 minutes. But how much footage did you have available to edit down?

Ansel
I don’t know the exact length but it was 4 to 5 terabytes. And that’s pretty typical for a project such as this. Basically, if you’re there, shoot it. Because you’ll get into the edit and wish you had it. It’s a massive refinement of small moments that the viewer ends up seeing.

cyclespeak
A semi-serious question but who had the tidier camp?

Ansel
We managed to keep the inside of our van pretty organised but outside was just trashed. There’s so much going on and we didn’t have a producer on set organising our stuff. We’re helping the girls cook, bringing them a jacket when they’re cold, helping fix their bikes—and all the time trying to film. So cleaning was the last thing on anyone’s mind and it showed at the end. If you wanted to eat something, you would just pick up a dirty bowl, brush it out and find some food to put in it [laughs].

cyclespeak
Moving on to other projects, when Ian shared his secret to the camera in your film documenting the 2021 Unbound, I welled up myself*. How do you balance the need to film what’s happening without being too intrusive? But also building these relationships that allow the subjects to share their thoughts and feelings so freely?

[*In the final scene of the film, Ian let slip that his wife Gretchen was expecting their first child]

Ansel
Unbound was super cool because Ian won. And he’s a really good friend so it’s really easy to work with him. Beyond that, we try to approach these stories and the humans behind them with respect and humility. You can’t just barge in—you need to wait for them to be comfortable opening up. And it’s also about getting the best out of them as opposed to putting words in their mouths.

cyclespeak
I do feel that your films go beyond purely documenting. And I’m guessing the athletes that you feature trust that you’ll take what they do and say and treat this with respect. And I was wondering, now that you’ve been working with Education First, whether there are any challenges particular to the World Tour?

Ansel
There sure are [laughs]. The fact that everything is orchestrated and organised around the athletes means you’re a fly on the wall watching things unfold. You’re basically like paparazzi following them around—spraying and praying and documenting that way. But it’s also really cool because I always wanted to go to the World Tour as a bike racer and now I’ve finally made it as a filmmaker which is kind of cool. 

cyclespeak
You posted a really nice photograph of you and the team taken by Jered Gruber. Do you enjoy collaborating with other professionals?

Ansel
Having two cameras, another person flying the drone and someone doing audio—it all adds up to make a much better experience for the viewer. Everyone’s devotion to the craft really comes into play and most of these projects simply aren’t possible without teamwork.

cyclespeak
What are your thoughts on social media? Because that’s where Vermont Social started.

Ansel
I’m personally and professionally thrilled that I don’t have to manage other people’s social media anymore. That was a 2-3 year period when we did it as a service and it made money but was just absolutely brutal. Anything you did wasn’t good enough and there was always a problem with an angry commenter or the client not being happy with what you were doing. With the film and photography stuff, you’re delivering this product and if you’ve done your job well, when they get delivery they’re like, holy crap, this is amazing [laughs].

cyclespeak
Any social media positives?

Ansel
On the flip side, it’s relatively easy to build a big audience and you can get your work out to the world really, really quickly and that accelerates everything else. So maybe it’s a two-sided coin and like I always tell people, use it as a tool because that’s what it is.

cyclespeak
Any past projects that proved particularly challenging?

Ansel
We had fun with both the Colin Strickland and Sarah Sturm Frontiers episodes. It was at the height of COVID during the early fall of 2020. No one was flying at that point but Wahoo Fitness really wanted us to do the projects. So we figured out that if we rented a commercial sprinter van, it would take our air mattresses, camera gear and mountain bikes. And then we drove from Vermont to Texas.

cyclespeak
That’s a long way.

Ansel
It was a three day drive with us sleeping in the van because we didn’t trust hotels. When we got to Austin ready to start filming with Colin, he just opened up his garage and there were all these motorcycles in a row. Both Nick [Keating] and I ride so, calm as you like, Colin throws us two sets of keys and hands over some helmets. Follow me, he says, we’re going out to dinner. So we’re bombing through downtown Austin, trying to keep up with Colin and it’s like ten minutes since we first met him. Absolutely insane [laughs].

cyclespeak
That sounds pretty cool to me.

Ansel
And then once the project was done, we drove straight to Colorado to film with Sarah Sturm—still sleeping in the van and still not showering. After spending four days camping up in the mountains with Sarah and her boyfriend, we drove all the way back home to Vermont.

cyclespeak
How long were you away from home?

Ansel
That was a month-long process of living in a commercial sprinter van that wasn’t built for camping. Just to shoot these two projects during COVID.

cyclespeak
Speaking of projects, you’ve got a big day coming up in June? I’ve been sneaking a peek at your wedding webpage and then I saw a super nice portrait of Gertrude on your Instagram feed. In the post’s comment, you describe her as strong, thoughtful, fierce, loving, caring, compassionate, sometimes impatient and always, always beautiful. And I wondered what words Gertrude would use to describe you?

Ansel
Ohh man.

[pause]

Disorganised. Impulsive probably. Serious at times. Maybe overly serious. Motivated. And throw in disorganised again [laughs].

cyclespeak
Disorganised twice [laughs]?

Ansel
Yeah. But we’re a good match. Gertrude is definitely the organised one and I’m more go-with-the-flow. Or thinking about something totally different – head in the clouds – and not interacting with what’s going on in the moment [laughs].

cyclespeak
Does your mind wander to hopes and dreams for the future?

Ansel
That’s an interesting question. Because I’ve never really been that good at setting long term goals. I’m very good at setting short term goals and working really hard to achieve them. But long term? I do know that I don’t want to grow Vermont Social into this big media conglomerate. At the moment I get to work with amazing people and tell stories that really interest me.

cyclespeak
And on a personal level?

Ansel
Long term is obviously to have a family and hopefully build our own house somewhere with a bit more land.

cyclespeak
A house with a barn?

Ansel
Yeah [laughs]. A barn is key and maybe a couple of border collies and some other animals. I think that would make for a really happy life.

Ansel Dickey / Vermont Social / Vermont Overland / Wahoo Frontiers

Feature image: Jered Gruber / All other images with kind permission of Ansel Dickey and Vermont Social

Ian Boswell / Unbound and beyond

My result at Unbound surprised me for so many reasons. One of the first big races that I’d done in several years and a return to racing with a completely different mindset. The distance was an unknown quantity but I approached the event with this sense of pure enjoyment. I’d spent so much of my professional career never getting that solo win and then – just when I’d stopped caring about that – I crossed the line in first place. Kind of ironic but in a very good sense.

Growing up in Bend, Oregon, with dreams of one day riding the Tour de France, Ian Boswell rode La Grande Boucle with Team Katusha–Alpecin before suffering a heavy crash in the 2019 Tirreno-Adriatico that forced an untimely end to his World Tour career. Announcing his retirement from road racing at the age of 28, a role in athlete liaison with Wahoo complemented his ‘Breakfast with Boz’ podcast before racing once again came calling in the shape of the North American gravel scene. Here, Ian talks about his transition from the professional peloton, putting down roots in Vermont with his wife Gretchen, his win at Unbound and how some life-defining events can even surpass riding 200 miles of dirt roads in Kansas.

cyclespeak
You raced at the pinnacle of the sport with four years at Team Sky and then latterly riding for Team Katusha–Alpecin. For the majority of that time you were based in Nice on the French Riviera. Does living so far from home bring with it certain challenges?

Ian
Regardless of how long you live in France or Spain, you’re only there because of the cycling so it can feel like you’re always working. Someone like Alejandro Valverde, the majority of his races are a two hour or less flight from his house. He’s at a race on a Sunday and he’s back home with his wife and kids the next day—maybe even the same evening.

cyclespeak
With all the support his family and friends offer?

Ian
I often used to think just how different an experience it is for riders having loved ones on a different continent. And it does force you to live in a cocoon because you’re there for a very specific reason and there’s a sense you should put all your focus into that one thing. Which is interesting now that I’ve returned to racing but on the gravel scene. I’m still training, resting and eating well – just like in my World Tour days – but I’m also doing all these other things that bring me joy and enhance my riding. 

cyclespeak
It always intrigues me when road racers describe how deep they have to go in a stage. Just how hard does it get when the peloton is going full gas?

Ian
There’s this very unique sense of risk / reward that’s tied to suffering in professional cycling. Whether that’s winning a race, getting a new contract or just the fame and glory—very different from most peoples’ perspectives on how to achieve success. Usually, our natural instinct is to stop if something hurts. But with cycling you have this sense that if you hurt yourself, then you’ll achieve something. And sometimes you’ll see examples of this when the outcome is a win but there are other times when it can result in a terrible crash and a rider finishing a race bloodied and battered. Almost an accepted aspect of the sport and the nature of how you move up the ladder and achieve success. Everyone hurts whether it’s Peter Sagan, Julian Alaphilippe or your everyday weekend warrior. What sets the riders apart is how much pain they’re willing to handle.

cyclespeak
You were 28 when you announced your retirement. Was there a feeling of shifting your own sense of identity?

Ian
The circumstances of how I came to announce my retirement were dictated by the crash I had and then spending a season away from racing. If things had been different, then I imagine I would still be racing professionally on the road today. I did have the opportunity to carry on…

cyclespeak
I believe Israel Start-up Nation were interested in you riding on their team and you had a contract offer from Rally.

Ian
I looked at my career to date and still felt it would be great to return to racing and maybe try and win a stage at the Tour. But the path of continually trying to succeed and impress never really ends. And that’s regardless of who you are. So I came to the realisation that, hey, I’ve pretty much done everything I wanted to do and it was time to be happy with that. Very much a mind shift that I was still young enough to pursue other things in my life that would bring me happiness.

cyclespeak
Would you have felt differently if you hadn’t ridden the Tour in 2018?

Ian
Probably so [smiles]. For whatever reason, it’s still the standout moment of my road racing career. I guess because I grew up in this very prominent era in American cycling with Lance Armstrong. So getting to ride the Tour, it was the icing on the cake even though I knew and accepted I would never get to wear the yellow jersey into Paris [laughs].

cyclespeak
But you still got to ride down the Champs-Élysées after three weeks racing through France.

Ian
That was a pretty special moment. And, in a sense, I had a perfect Tour—no crashes, no flat tyres and without getting sick. Such a good race that it would be almost impossible to go back and have a better experience. Especially as there’s a tendency in professional cycling to finish one race – and that might be on a high – before immediately starting to think about what’s next and how you can go one step better. So that period in 2019 when I was recovering from my crash gave me the opportunity to reflect on a lot of things.

cyclespeak
Your retirement was kind of forced on you through injury but is the question of ‘what next’ generally discussed between teammates?

Ian
It’s seldom mentioned. Riders will talk about other things that they’re interested in but there’s so much focus on performance and results that the minute you start to have other thoughts or ideas, there might be a perception that you’re spending energy elsewhere. And for me, I was 28 when I announced my retirement and my friends Larry Warbasse and Joe Dombrowski – fellow Americans that were also living in Nice at the time – we didn’t talk about it because, in our minds, we were going to race our bikes until we were 35 or beyond.

cyclespeak
What’s the one thing you miss most from your years in the World Tour?

Ian
What I miss is also what I enjoy so much now. The preparation for events was so well-organised that you almost didn’t have to think about it. You just had to focus on yourself because the mechanics sorted your bike, your laundry was done, the team chef prepared all your food. But interestingly, what I really enjoy now is being solely responsible and looking after my own equipment and mixing up my own bottles.

cyclespeak
When did the idea of moving to gravel racing first surface? Was this a way of riding you were familiar with?

Ian
In a sense, it was totally random. I’d seen this explosion in gravel racing from over in Europe. And after moving back to the States and making Vermont our home, probably over 70% of the roads are dirt so I was riding them anyways without necessarily thinking I was riding gravel [smiles]. And then I took a full-time position with Wahoo in January 2020 and as a brand they were going to many of these events as either a sponsor or they had an expo space. They told me it would be great to have me along because I was a recognisable face and oftentimes my colleagues would ride the event—they’re there, so why not get to ride.

cyclespeak
So you decided to join in the fun?

Ian
And then 2020 happened and I didn’t get to go to any events and that changed my perspective even more. Looking back, my mindset was still a little leftover from road racing and I was training through the winter – doing intervals – to stay fit. But, as it turned out, to stay fit for what?

cyclespeak
So, once again, another period of reflection.

Ian
That year without racing – road or gravel – allowed me to move another step away from my past life. And because we weren’t travelling to events with Wahoo, I took on more responsibility in my day-to-day job with less opportunity and time for riding. I’m still very much learning how to balance everything and that might mean sneaking out to go for a quick hour’s ride and rather than worrying that I’m not maintaining my training block, just being happy with that.

cyclespeak
A very different mindset from your professional years?

Ian
When I was racing and living in Europe, a few hours of riding was all I had to do in a whole day. Maybe I’d go to the grocery store or spend some time on the beach—but now I’m getting my kit on as I’m finishing up a call so I can get out of the door before the next one.

cyclespeak
Watching the Wahoo Frontiers content – which I really enjoy – it references the sense of friendship that exists between rival racers.

Ian
In the gravel world, I’m very close to certain individuals like Pete Stetina. Part of my job in athlete liaison with Wahoo is to manage these relationships—negotiating their contracts or sorting out the gear they need. Which is kind of funny because I also race against them. And there’s still this sense of communal support like the day before the Belgium Waffle Ride when I had a spare tyre and offered it to Colin Strickland—giving him a resource that could potentially help him beat me in the race. If you look at that front group on this year’s Unbound – Pete, Colin, Ted [King] and Laurens [ten Dam] – we were racing so that the strongest rider would cross the finish line in first place on merit alone. Maybe that isn’t always the case in road racing and I think that’s where a lot of people in gravel are scared and a little bit sceptical about the future. Whether it will become more cagey or if team tactics will help decide the outcome. But right now, it still feels very pure. Everyone is happy that the strongest rider gets to win on any given day. At the 2021 Belgium Waffle Ride that was Pete and I was super happy for him.

cyclespeak
Looking back at this year’s Unbound Gravel, the field was packed with talent. And I’ve enjoyed listening to you quiz past winners on your podcast. Did you line up at the start with a win in mind?

Ian
No, not at all. I’d never done this race before so there were so many subtle aspects to the event that I wasn’t aware of like tyre pressures and equipment choices. But even though I wasn’t holding out any hopes for a win, I did feel that if I got a clean run, then I could at least do well. And there’s so many things that can go wrong. Flat tyres, bonking, mechanicals—little things like the tyre plugs that people use if they’re riding tubeless.

cyclespeak
I guess there’s always an element of luck if you’re racing 200 miles on dirt roads.

Ian
My main focus – regardless of my placing – was to ride hard and have fun. As things turned out, I didn’t have any issues with the bike, I didn’t crash and I managed to make all the selections that put me in with a chance to sprint for the win.

cyclespeak
I watched Colin’s video where he talked through his Unbound bike setup. So dialled in and I wondered whether you also naturally embrace this level of detail?

Ian
The technical stuff, no. I probably was carrying too much stuff and in the wrong places. There was one point where the five of us were off the front and Colin punctured. He put a plug in the tyre as we slowed up for a couple of minutes and then caught up with us. It would’ve taken me 10 minutes to figure that out [smiles]. Whereas he’s so meticulous on having his equipment to hand, if it was me with a flat then my CO₂ was underneath my hydration pack and I would’ve needed to unzip three pockets to get to it. The gas wasn’t even screwed into the valve because I didn’t want to waste it. In hindsight, really stupid because it’s less than a dollar to buy a new one.

cyclespeak
I guess we’re all learning and this was your first time riding Unbound.

Ian
With the nutritional side I think I’m more tuned in. Having spent those years at Team Sky – working with their sport scientists – I’ve got a fairly good grasp of how to fuel a ride and I was pretty much dialled in when it came to feeding and hydration. But mechanically is where I’m still at a huge disadvantage.

cyclespeak
You mentioned having a clean run. Did you set out to ride your race in a particular way?

Ian
I rode to my ability—never overextending myself trying to close a gap and riding more cautiously through the technical sections compared to others in the front group. And you’ve got to bear in mind that it’s a long race so there’s plenty of opportunity to make up time.

cyclespeak
Were you riding to power?

Ian
I was on a Wahoo Roam for Unbound and I did have power visible but, to be honest, I never really looked at it. I think I’ve spent enough time riding with a power meter and know my body well enough to manage my output. More recently I’ve been riding off speed and it’s funny that most of the races I’ve done this year have all averaged between 20 and 21 mph. So this is far more an indication of effort than my power reading and I can use this in my training—going out on a 100 mile loop with the goal of averaging 20 mph. Power is still useful but if you’re in the Little Egypt section of Unbound and Pete’s attacking, are you going to sit back because he’s riding above your planned pace? It’s a do or die moment and power doesn’t really matter. You either make it or you don’t.

cyclespeak
Crossing the line in a sprint against Laurens ten Dam, what emotions entered your mind?

Ian
What’s interesting is that, apart from a team time-trial at the Vuelta, I didn’t win any races in my professional road career. So I threw my hands up in the air because I was super happy to win a sprint. To be honest, I didn’t fully realise the size of the event and just how much attention that it had until later. At the Tour you have fans lining the roadside, cars and motorcycles in front and behind, helicopters above, race radio in your ear—you’re always aware of what’s going on and the pressures and expectations of the race. At Unbound, for the vast majority of the route we didn’t see anyone. No fans, no cars, no noise—just us. In my mind I was out on a group ride with Ted, Pete, Colin and Laurens—a bunch of incredibly strong riders that I have so much respect for.

cyclespeak
I was talking to Gus Morton a while back and he mentioned that when his brother Lachlan raced the 2019 Dirty Kanza [as Unbound was previously known], his team Education First got more views on social media for this one-day race than the whole of the Giro d’Italia.

Ian
I finished Unbound and I had over 2000 messages on Instagram. And I was like, what the heck is going on? Richie Porte was riding the Critérium du Dauphiné at the same time – which he  went on to win – and he messaged. And that just didn’t make sense because, in my mind, the Dauphiné is one of the biggest races in the world and I’m riding dirt roads in Kansas.

cyclespeak
I say this semi-seriously but maybe all your World Tour friends are a little jealous? Because everyone who rides Unbound seems to have so much fun? They’re competing, giving it everything and still having a good time.

Ian
I do sometimes wonder whether professional teams look at Unbound and consider all the attention it gets. And I was speaking to my good friend Larry Warbasse who rides for AG2R Citroën – one of the best teams in the world – and he’s going to altitude camp, riding intervals and watching what he eats—all this commitment and sacrifice but nowhere near the same level of recognition. In my opinion, the World Tour is still the pinnacle of cycle racing but maybe we’ll see more road riders lining up at the start of these gravel races.

cyclespeak
You’ve touched on the future of gravel racing in your podcast. With pro teams looking to get involved – I’m thinking EF and their alternative calendar – is this a good thing or are there concerns?

Ian
I’m not sure I’m the right person to answer that as it’s my first year but the gravel scene is very unique as the people participating are determining what gravel racing is—the unwritten rules in much the same way the etiquette of the Tour was set out in the first half of the 20th century. Time will tell whether that changes if gravel racing attracts more money, prestige or media attention. At present it’s still very grassroots in terms of culture.

cyclespeak
Alongside your gravel racing – and I need to mention that you won a stage at the Migration Gravel Race two weeks after Unbound – you work for Wahoo in athlete liaison and also have your podcast—of which I’m a huge fan. Professionally speaking, what’s the best thing about being Ian Boswell at the moment?

Ian
Goodness. Where do I start? I’ve been really busy since Unbound and that’s after 12 months of finding a nice balance in my life. I joined the volunteer fire department in town, my wife Gretchen and I got a dog and keep chickens. And then all of a sudden everything changed.

cyclespeak
I imagine life must feel like it’s ramped up a gear?

Ian
I suppose I’m really trying to figure out how to make all these different aspects meet in the middle. You take the Amani project that Wahoo supports and how that led to me going to Africa for the Migration Race. Hopefully, we get to have the East African athletes travelling over to the US so they can race some events.

cyclespeak
And it feels good to be involved in projects like these?

Ian
Cycling has brought so much positivity into my life and I feel that maybe I’m now in a position to give back as much as possible. So I just want to put my heart and soul into things that I’m passionate about and things that I love and that bring me joy and inspiration.

cyclespeak
Talking of inspiration, you have a very engaging style of delivery with your podcast.

Ian
Initially, back in 2020, it was meant to be 12 episodes over the course of the year. But then the pandemic happened and we decided to make it a weekly thing. I had the time because I was at home and not racing and the more episodes I did, the more relaxed I began to feel with the medium. When I first started – recording an intro – sometimes I would have 50 versions of the same 20 second segment [laughs].

cyclespeak
I love that.

Ian
But as you go on, you begin to realise that a lot of these things – mistakes you might call them – aren’t even picked up in conversation. We kind of edit them out and that’s how I now approach the podcast.

cyclespeak
And often it can be quite endearing because it sounds like you’re actually having a conversation and everything isn’t scripted.

Ian
Other than piecing it together, I’ve probably made less than ten cuts out of the entire series. Very little gets left out.

cyclespeak
Considering the name of your podcast, I feel it would be remiss of me not to ask if you have a favourite breakfast?

Ian
I have been known to enjoy an extravagant breakfast but that can change day to day and seasonally. Gretchen and I made this French toast sandwich which I particularly enjoyed. And sometimes it’s good to start the day with a simple bowl of oatmeal.

cyclespeak
Your barn occasionally features on your social media feed. It must be useful to have so much storage?

Ian
Gretchen and I got married there so we spent a lot of time prior to our wedding cleaning it out and making it look nice. We do harbour a desire to host events in the future but at the moment our chickens live there in the winter and we have a small tractor, tools and whatnot. And living in Vermont, there’s always free stuff on the roadside and it can be hard to say no when you have a big barn to put it in.

cyclespeak
And plenty of room for bikes. What’s the first one you reach for?

Ian
I do have an e-bike that I’ve been riding a lot recently—a Specialized Creo which is very similar to the Diverge. It’s pretty hilly where we live and Gretchen and I will often jump on our e-bikes after work and go on a 15 or 20 mile spin which always brings a smile to my face. With the e-bike, I can just wear my basketball shorts and some tennis shoes and not think about getting all kitted out.

cyclespeak
I do wonder whether that choice will surprise some folk?

Ian
I really think that e-bikes have a lot to offer to a lot of people. My Mum visited a couple of weeks ago and we got to ride together and she was dropping me on the climbs [laughs].

cyclespeak
These post-work rides wouldn’t happen to involve ice cream?

Ian
I do love ice cream – probably too much – and whenever I go with Gretchen, I try to convince her to get a bigger size so I can eat the rest. It can be a little awkward going to the counter twice within 20 minutes to ask for another two ice creams, knowing that I’m going to eat them both [laughs].

cyclespeak
How else do you unwind if you’re not visiting your local ice cream store?

Ian
Since it’s summertime, my most relaxing thing is jumping on my tractor and mowing our fields. It’s very therapeutic—a distinct start and end and aesthetically it just looks so good when you’ve finished. Sitting on the tractor is so peaceful and offers a lot of mental release.

cyclespeak
I think sometimes the simplest things can be the most rewarding so I guess we all need a tractor. And I kind of wanted to finish up our conversation on a high and mention the very end of your Unbound Gravel film for Wahoo when you shared the super exciting news that Gretchen is expecting a baby? As I watched you fighting back the tears, it made me think of the frontiers tag but one that will be totally life-changing.

Ian
The people behind the camera on the Wahoo shoot are my close friends and they hadn’t a clue what I was about to say. And when they asked me about my frontiers – about what was next – it just came out. Part of me was thinking that I’d better run this past Gretchen [smiles].

cyclespeak
Well, I’m glad it was left in.

Ian
Even during the race – and it’s a long race – I was thinking about how having a baby will change our lives—that this might be the last time for a while I race Unbound with the same level of focus and preparation. But if that’s what it takes to try and be the best father I can be – to be present and available – then it will far exceed any desires I might have to be a pro racer and defend my title at Unbound.

Images from training rides, Unbound and the Migration Gravel Race by Vermont Social and Wahoo Fitness

All other images with kind permission of Ian Boswell

Breakfast with Boz

Wahoo Frontiers