Whether you like it or not, gravel riding now has a professional side to it. That's reality, and not the argument of this article. There's no single definition of 'gravel pro', and the fact that it is given so many column inches shows how young the discipline is.
Brands are seeing huge demand for gravel bikes, and they're spending hundreds of thousands of dollars to market them. As always in sport, a big chunk of that budget ends up behind athletes.
