Jason Lucas & James Smurthwaite Join Pinkbike

Nov 27, 2018
by Brian Park  
Photo by Mick Ross.
James Smurthwaite. Photo by Mick Ross.

Pinkbike has hired former Dirt Magazine editor James Smurthwaite as our news manager. James has a long history of quality work, including some of Dirt’s most well known features and stories. Bringing James on adds more news capabilities to our technical features. He's got an established track record of quality coverage, and he'll help us continue leading the discourse in the mountain bike industry.

We've also hired Jason Lucas, from the YouTube duo IFHT, as our video production supervisor. With IFHT Jason helped produce iconic videos like I Only Ride Park, Ferda Girls, and more.

We are excited to have Jason heading up our video production efforts and helping elevate our original productions.
Photo by Kaz Yamamura.
Jason Lucas with the latest VHS technology. Photo by Kaz Yamamura.

bigquotesI'm excited to join the team here at Pinkbike and to help expand what they are doing in the video space. It wasn't an easy decision to take a step back from working on IFHT full time, but don't worry, Matt and I are still planning on working together in the future. Stoked!Jason Lucas

Pinkbike is also hiring for its product development teams, including mobile app developers, full stack web app developers, a UX/UI design lead, and product managers. Interested, qualified candidates can learn more here.

Welcome aboard guys!


  • 185 4
 hope this doesnt mean no more matt and jason vids, those videos are next level as far as quality and content.
  • 38 0
 I would guess the whole youtube video thing doesn't pay enough to make a living and they've had other jobs the whole time. Hopefully this just means he's getting to work his daytime job at pinkbike and still make vids with IFHT.
  • 18 0
 @ZappBrannigan: Man, I hope. Matt & Jason's vids are next level indeed!!!
  • 118 0
 Coming soon...
IFHT Films present...

"How To Be a Pinkbiker"

  • 82 0
 @Dropthedebt: we should actually do that though.
  • 5 0
 @brianpark: Absolutely mate. I can see the scenes already. lol tup
  • 12 0
 @Dropthedebt: step one, get a tape measure that measures feet 3 feet for every one foot.
  • 1 0
 @brianpark: would involve a lot of self-deprecation for the site
  • 1 0
 Anthill took silviafilms from us once.
  • 4 0
 @SnowshoeRider4Life: Step 15. Pick a seat tube angle and be a dick about it.
  • 11 1
 @Dropthedebt: Problem is, 90% of the scenes would have to include Waki...
  • 4 0
 @ZappBrannigan: yeah well i know there are some youtube guys making enough money to atleast justify it as income, ie: seths bike hacks, BKXC (maybe) but thats the exception not the rule and IFHT vids probably take so long to film and produce theres just no way they can pop out weekly videos. Hope Jason is able to bring his quality and syle to pink bike videos in the future!
  • 3 0
 @Aem221: When you get to a million subs, and millions of monthly views like Seth, he could almost live off his ad revenue alone. But he's also got Patreon, brand sponsors, affiliate links, t-shirt sales, etc. Brian has all of that, too, with the exception of the large ad revenue.
  • 3 0
 @Dropthedebt: Comment "looks like a Session" below every new bike release article, even it IS a new Session.
  • 3 1
 @Aem221: Those guys make WAY more from Patreon than YouTube...you have to figure out how to monetize and not put all your eggs in one basket. From what I have seen is that to be successful on YouTube you have to be super consistent, have something that sets you apart from every other person with a chest mount, and work it till you get enough subscribers to start selling merch and get your Patreon up and running...it's quite a lot of work if you want to do it right.
  • 2 0
a couple of girls I know are quite serious Cosplayers on Insta / Patreon etc and they do quite well. You are right, you have to have that something, be switched on to possible revenue streams and be highly dedicated.
  • 37 2
 Can't decide if this is a good or bad news for Dirt, Pinkbike and IFHT...
  • 21 1
 Dirt is dead
  • 28 0
 Come on, we need more IFHT videos!
  • 18 1
 RIP Dirt Frown
  • 7 1
 Is dirt taking a dirt nap?
  • 5 0
 @jaame: "has he gone on 'oliday?"
  • 16 1
 @jaame: Yep, it was bought by an ecommerce group but has no staff working on it... All they've managed to do so far is delete the last 12 month's of content from the looks of it!
  • 8 0
 Never should of ditched the “real magazine”
  • 1 0
 @jamessmurthwaite: I just went to check and just saw a trailer for what looks to be an amazing freeride documentary with Brett Tippie sending it. So it’s still fighting away in there.
  • 1 1
 @jamessmurthwaite: Hi James, can you respond to my comment below, please?
  • 1 1
 @timmytuckshop: I’m in the same boat as you, money taken back in October, did mine on credit card so will see if it’s covered. Disgusting behaviour.
  • 1 0
 dirt was by far my favorite mtb publication
  • 1 0
 @jaame: Nope, they got a sponsored pair of concrete boots and are now saying hello to the fishies at the bottom of the Boston.
  • 13 1
 Congratulations Jason, James, and heck, congrats to Pinkbike in general! That's a couple great additions to an already strong team. Cheers!
  • 9 0
 Congrats Jason!
  • 7 0
 Still remember this one from Jason. Can’t unsee it
  • 3 0
 This is actually... one of the more exciting thing I have read on this site in a while. When can I have comment beef with these gentlemen? Does tha mean that Mike Levy is no longer the fastest employee? He is only the least humble ATM? Can I know your biases? James, eagle or singlespeed? A-line or offcamber corner on roots in wet?
  • 3 1
 Can James Smurthwaite indicate to me when I will receive my 25 Years of Downhill Racing book from dirt? The website was still open to trade and to take payments well after Factory Media went into liquidation but with no one on the other end to deal with the orders or send out merchandise. This I found out after I had received nothing after 28 days and then repeated attempts to contact dirt and factory media. God knows how many other people tossed their hard earned cash into the dirt "shop" between August/September 2018 (the date the insolvency practitioners were appointed) and the end of October 2018 when they finally closed the website shop to take money. Sorry James but your name was there to contact about order issues until the bitter end.
  • 1 0
 So two months before I ordered mine
  • 1 0
 @jimmythehat: is there a consumer affairs dept or something similar in the UK?
  • 1 0
 Hi Timmy,

I didn't realise my name was still connected to that. The best advice I could give would be to contact these guys - internetfusion.co.uk who ended up picking up Factory and its titles. If they've kept any of the stock they may be able to help.

  • 1 0
 @jamessmurthwaite: Thanks, James. I will give them a try. I think you're on more solid ground with PB. good luck. Tim
  • 4 0
 This is great news but does it mean future articles on here will be published in 6pt font in yellow text on a light grey background?
  • 4 0
 Will all reviews be copy pasted paragraphs or two long and go like ''ABSOLUTE WEAPON LAD'' ''TOP PIECE OF KIT'' too?
  • 2 1
 Maybe Matt will bring some of that IFHT humour to PinkBike productions. I was inspired by "How to buy a mountain bike" but how do they get the front wheel to lift so high when showing the newly learned trick??? Smile

BTW Matt, your "How to be a DJ" video is priceless. Drink Cards/vouchers, DJ being a second cloakroom "Can I get my jacket?" and the DJ stage moves - So on point.
  • 6 1
 VHS ain't dead!
  • 5 0
 Mahalo my dudes!
  • 4 0
 Yea Jason! You producing son of @#$%!
  • 3 0
 Both sad and stoked for Jason! COOOOOL!
  • 2 0
 So the new staff pick was done blindfolded with a finger over the dictionary?... "We got J guys, who's on the list under J?"
  • 16 0
 Usually we go with the "at least 2 people with the same names must work here" approach (2x Alan, 2x Mike, 2x Paul(a), 2x Sarah, etc.), but we're trying a new strategy here.
  • 3 0
 Congratulations Jason! Excited to see what you guys create this year!
  • 3 0
 Good call Pinkbike. Good call
  • 3 0
 pinkbike has the potential to be more entertaining? I'm in.
  • 3 1
 I thought Matt and Jason were BFFs?!
  • 12 0
 Big fish finders?
  • 2 1
 Could be bum fun friends though....
  • 1 0
 There is a channel called Say Mahalo, kinda new. I thought it was Matt's new channel.
  • 3 0
 congrats PB!
  • 2 0
 Congrats Jason
  • 2 0
 Congratulations Smurf!
  • 1 0
 ifht vids took long enough as is
  • 1 0
 Bring back The Dentist!
  • 3 3
 so is IFHT no more?
  • 2 4
 Maybe it’s just Matt now
  • 1 1
 Long live BETA!!!

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