“We Need This”: Midwest Mountain Bike Fest in Minnesota

Jeff Frane, a native of Wisconsin’s Northwoods, has spent more than two decades shaping the cycling culture of Minneapolis. A lifelong presence in the bicycle industry, he’s widely recognized as a community organizer, event promoter, and brand builder. Frane first gained prominence as a founder of All-City Cycles and now leads Wilde Bicycle Co., continuing his commitment to craftsmanship and rider-focused design.

Beyond the business of bikes, Frane has built a reputation for creating experiences that bring people together. Through his events company, Dusty Roads, he has launched and cultivated a range of beloved cycling gatherings, including the Great Minnesota Bike Swap, the Rough Stuff Rally in Michigan’s Upper Peninsula, and the Hodag Country Ramble in Rhinelander, Wisconsin. His latest endeavor, the Midwest Mountain Bike Fest, had its debut last year at the Cuyuna Country State Rec Area in Ironton, MN, and I checked in with him to learn more and find out what’s on tap for 2026.

What was the catalyst for launching the Midwest Mountain Bike Fest? Was there a specific moment or gap in the regional riding scene that made you think, “We need this”?

A few years back my partner and I purchased a cabin up in Crosby, and we were looking for ways to contribute to a community and area that we love. We also felt that there was a gap in non-competitive get-togethers as well as large-scale expos and demos in the area. There is a ton of bicycle industry in Minnesota, and we wanted to bring all of our friends together for a weekend of riding and camaraderie.

At the same time mountain bikes have become a huge investment, so the idea of doing a demo so that folks can ride different brands back to back made a ton of sense. We planned the festival to take place outside of the busy tourist season in order to bring business into the area at a slower time, have built in a huge fundraiser for the Trails Crew to raise money for their efforts in developing and maintaining the trails, get to hang out with all of our far-flung friends, and are working hard to advertise to and bring new riders to the area.

Why “Midwest” and not just “Minnesota” Mountain Bike Fest?

Several reasons: I wanted something that felt somewhat grandiose, big, important. This is the Midwest Mountain Bike Fest! The goal is to capture the attention of the industry and riders, and it felt like we had a better chance by covering more ground. Also, I currently do events in Wisconsin and Minnesota as well. If this concept has legs, I wanted to leave the door open to adding events in other states too.

Tell me about your background in mountain biking. Are you a racer, trail builder, advocate, or something else entirely?

I’m a lifelong mountain biker and grew up racing the Wisconsin Off-Road Series in the 90s. I’ve always worked in the bike industry and in the late 2000s created the brand All-City Cycles while I was employed at Quality Bicycle Products. Currently I am a co-owner of Wilde Bicycle Co., a bike company based in the Twin Cities. I love all facets of cycling, but mountain bikes have forever been my favorite. There’s simply nothing like being in the woods on your bike.

What personal values most influenced the concept of the Midwest Mountain Bike Fest?

The most important value is that the festival is inclusive and open to all. It’s for the community; it’s for everyone. It’s a non-competitive event, and all skill levels are equally valued. While I love racing, there’s something incredibly special about it just being a celebration of the trails, the culture, and being there together. Folks are just so much more likely to show up as their best selves when the pressure of competition is not present.

Organizing an event is a heavy lift. Why take on that responsibility?

Because I’m ridiculous, I get an idea in my head and I have to, at almost any cost, see that idea come to life. This is the fourth annual event I host now, in addition to having a growing bicycle business and a two-year-old. Luckily my partner knows who she picked and is used to this foolishness.

Was there a particular race or riding experience, locally or nationally, that inspired the format or vibe you’re aiming for with the Midwest Mountain Bike Fest?

There was a large scale mountain bike fest in Pennsylvania run by Dirt Rag for a long time called “Dirt Fest.” That is the archetype. We come together, ride bikes, celebrate, and meet folks from our favorite brands. It’s a simple but reliable recipe.

Who is your ideal participant?

Because the festival is really what you make it in terms of choosing your own adventure, the only ideal I’m reaching for is someone with good intentions and an open heart. If you’ve come to have a blast, you’ve come to the right place.

What kind of experience do you want riders to be talking about on their drive home?

I hope they fell in love with the trails, the lakes, and the people and that they’re thinking, “I can’t wait to do that again next year!”

How did you select the Cuyuna Rec Area trail system? What makes it particularly suited for your event?

A few years ago we bought a cabin in Crosby and wanted a way to contribute to our new community. What better way than to spread the gospel of how wonderful the area is and to help raise money for the Trail Crew?

What has been the biggest logistical challenge so far, and how have you addressed it?

[It] was not wanting to close the trails to other users but still wanting there to be an aspirational goal. This was accomplished by decentralizing things a bit and creating a weekend-long objective of completing the trail system-wide scavenger hunt, rather than by having a single big group ride as I do at my other events. If you complete the whole Dirty Dozen Endurance Challenge [scavenger hunt], you’ll have to ride about 65 miles over the course of two days.

How are you collaborating with local trail organizations, land managers, or volunteers?

We partner directly with the Cuyuna Lakes Trail Crew to donate 10% of the entry fees and host the Trail Builders Bash on Saturday night. At the bash there are bands and tons of raffle prizes. The raffle is a key revenue source for the club.

What kind of impact do you hope the Midwest Mountain Bike Fest will have on the local community?

I hope it helps to bring new people to the area, fills the campgrounds and hotels on a weekend outside of the peak season, and generally acts as a terrific ambassador to the area.

What does success look like for you at the end of year two?

I’d like to see five hundred riders join us this year. Last year we had two hundred and twenty, and I’ve slashed the cost this year to be significantly more affordable. If the brands and riders have a good time, then I’ve done my job.

Why should someone attend? Give me your best pitch.

It’s an affordable non-competitive celebration of mountain bike culture and community on some of the best trails in the Midwest. It’s an opportunity to meet new people, improve your skills, ride new trails, actually make friends with the people behind the companies that you love, party, and raise money to keep the trails going. Hopefully, it sells itself.

Jeff Frane bio photo: Freewheel Bike
All other photos: Jordan Mileski