I like the site a lot...I'm not a mountain biker, but it seems authentic. The information seems timely and relevant. I love the rating system (which should really benefit from a larger community of viewers/raters).
Have you tried any kind of print campaign (I use the word campaign liberally)? Post or place something in bike shops in your area--they tend to be hubs of biker culture (if my college roommate was any indicator).
Stickers (or some little adornment) at races--that's a great idea--maybe make it useful in some way, or an indicator of something? Wrestlers (in the states, at least) often wear hats or jackets to meets filled with little pins to represent the pins they had that season--something to that effect? Football players also add stickers to their helmets to represent sacks, TDs, etc. Just a thought.
None of this will work as quickly as a spark on the web would, but it's a way to build recognition & credibility (if it's perceived as authentic) at the base of an outdoor-driven culture. Especially if you have any friends in the sport who'd be willing to jump-start it for you (consider the success of the Livestrong bracelet in road racing culture, then the public at large).
Best of Luck--I think you've got a good thing there!
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