With shots capturing the
best, brightest young talents in mountain biking over the past ten years,
combined with the stunning natural beauty of British Columbia, it’s easy to see
why Sterling Lorence’s work has graced the pages of any and all imaginable
mainstream sports magazines.
Growing up as an outdoor
enthusiast on the North Shore of B.C., Lorence was a gearhead first and
foremost, but couldn’t help but be inspired by his surroundings.
“I’ve spent sort of a
lifetime in the Sea to Sky corridor, so snowboarding, skiing and mountain
biking took us to all of those beautiful places in B.C. and… I wanted to be
able to shoot the amazing places that bikes and boards took us,” he explained.
The more time he spent in the
great outdoors, the more he became motivated to record the surrounding beauty
properly, eventually pushing him to learn about photography so he could capture
the incredible moments on the trails.
Now, talented young athletes
know the channels to take if they want to make it big – movies and
magazines. But back in the late ‘90s, when Lorence was just learning the tricks
of the trade, the commercial aspect of biking wasn’t really a consideration.
“That world of adventure
sports being in the forefront of magazines today didn’t really exist when we
were younger,” he explained. “It was more about just being out there.”
His career really took off
when freeride mountain biking and the North Shore style of riding exploded onto
As an avid rider of these
trails, Lorence was in the perfect position to capture the images that everyone
wanted to see, working alongside riders like Andrew Shandro and Wade Simmons,
when trail builders like Dangerous Dan were getting their start.
“The magazines of the world
wanted to show that because it was something so dramatically different than
what people were used to seeing,” he said.
He had found his niche.
Today, he works with some
huge international businesses like Adidas and Oakley, as well as some of the
largest corporations in the province to ensure he can maintain his career and
home here in B.C.
“My goal was to sort of
anchor myself with a lot of those local companies, knowing they need work, and
I want to be their guy,” he said. “And I know where to go.”