Scott Sports | N1NO BEYOND
Going behind the scenes with the greatest XC racer of all time
The challenge
With 10 elite World Champion titles, Olympic medals in every colour, and more World Cup wins than anyone in history, Nino Schurter is the undisputed GOAT of XC mountain biking. As he entered the final chapter of his career, Scott Sports needed to create something more than just a season recap—they wanted a legacy-defining series that would showcase the man behind the medals and engage fans old and new.
The insight
Even the greatest athletes in the world are still human. But that side often goes unseen, especially in sports like XC MTB, where athletes are hyper-focused and media access is limited. We know from experience that fans crave a deeper emotional connection with the people they admire. They want to understand the sacrifices, the setbacks, the personality behind the podiums. Unlocking that truth is where truly meaningful content lives.
The game plan
We knew this couldn’t be another race-day highlights montage. Our plan was to create a YouTube-first docuseries that humanised Nino at a pivotal moment in his life and career. Built around honest conversations, rare access, and emotional storytelling, N1NO BEYOND would reveal the person behind the podiums—speaking directly to core fans, casual viewers, and new audiences discovering Nino’s story for the first time.
Bringing it to life
Our close collaboration with Nino and Scott Sports allowed us to build trust from the start. That gave us access and space to shape a truly personal series. With a small, consistent crew embedded across the season, we developed a format that blended race footage, candid interviews, and intimate behind-the-scenes moments, cut for YouTube, with additional Shorts and social assets to maximise impact.
Each episode was built with layered storytelling, balancing high-performance racing with rare insights into Nino’s world, his mindset, and the people around him. From Brazil to the Alps, we followed Nino through the biggest events of the season, creating an athlete-led series that stayed true to who he is.
The results
1.4 million+ views on YouTube and Shorts
1 million views across Nino’s and partners’ Instagram channels
60,000 new subscribers to Nino’s YouTube channel in just two months
Scott Sports successfully positioned itself as a key player in celebrating Nino’s legacy ahead of the 2024 Olympics
The extra mile
This series created evergreen content in a sport known for momentary, event-based spikes. N1NO BEYOND didn’t just capture Nino's final season—it cemented his story, created lasting value for the brand, and delivered authentic, emotional storytelling that elevated athlete content through human truths.
Join us as we uncover Nino Schurter's untold story; watch the series on his YouTube channel below.
