Unbound Stories: The Dirt Squad

Words James Ion - Photography Provided by Crystal Kovacs

"I’m at home in Wisconsin," Crystal Kovacs shares, "Wisconsin is north, we border Michigan." It’s from here that she’s building the Dirt Squad, a collective that embraces everyone, from absolute beginners to seasoned weekend warriors, creating a vibrant community for those who love dirt and adventure.

The Dirt Squad’s essence is a reflection of Crystal’s journey. As a sponsored athlete for over nine years, Crystal’s connection with brands gave her a unique platform. "It allowed me to be educated in a way that the average consumer wasn't, and to give feedback on what worked and what didn’t," she explains.

But more than anything, it sparked an idea, an idea to create something that would offer the same access to brands and community to every cyclist, especially those in the middle and back of the pack. "We wanted to build a community online for everyone," she says, "focusing on those who might not yet have the experience but have the heart and the drive to push themselves."

What began as a space for helping others has now blossomed into a place where newcomers and veterans alike can find not only support but genuine camaraderie. Through weekly calls with brand partners like Salsa, Shimano, Garmin, and IRC tires, Crystal helps others integrate these brands into their everyday cycling lives. The focus isn’t on selling products but on using these tools to make cycling more enjoyable and efficient, particularly for those tackling their first big race or adventure.

Crystal’s journey into the world of gravel racing was sparked by a simple image she saw years ago: "I saw a photo of Tracy and Jay Petervary pulling their bikes out of the mud in Emporia in 2015. I thought, That looks bad! I want to try that. It’s different." And from there, it all began. Gravel offered an escape, a chance for her and her family to bond over something more than just standing on the sidelines. Her children, having completed their first 100-mile DK when they were 14 and 15, have now moved on to other pursuits, but the love for gravel remains. "Gravel was something I could do with my kids, similar to what I did growing up with horses, packing up into the mountains," she reflects.

So, how did Crystal go from being drawn to gravel to being a sponsored athlete with major brands? "I went on a ride, got dropped, and then I reached out to Salsa," she recounts. Her background in marketing, photographing horse shows across the U.S. and Canada, gave her the tools to advocate for herself. "I said, 'You don’t market to me.' And they said, 'We do.,' but I pointed out they were missing out on sales by not marketing to someone like me. Salsa realized the marketing strategy of talking to the “ordinary" rider and saw the “passion”… it created a partnership that has worked on every level. So I became a Salsa athlete, and that’s where it all began."

But while sponsorship was a big part of Crystal’s story, it’s the inclusivity of gravel that she’s most passionate about. "Gravel is accessible. You can buy a bike and ride wherever you want," she says, emphasising the open nature of the sport. This accessibility is what draws riders from all walks of life to the Dirt Squad. "We have a wide variety of riders," she explains, "from strong weekend warriors to total newbies. Most are doing 100 to 200-mile events, and we’ve even had members who’ve completed their first 100-mile race with us."

The Dirt Squad isn’t a race team, Crystal clarifies. "It’s not a performance-based thing at all. It’s more of a community, people supporting each other on and off the bike." It’s a collective, one where the focus is not on speed but on the shared experience. And while gravel is the main focus for now, Crystal envisions the Dirt Squad expanding into mountain biking and trail running, as well. The goal is simple: "Anything that happens on dirt, we’re there."

As the Dirt Squad grows, so does its sense of purpose. "At the end of the day," Crystal says, "it’s about relationships." Whether it’s connecting with brands or fellow riders, she’s building a network of support that goes beyond the bike. And while the membership has already grown to 75, Crystal hopes to double that number next year. The goal is to foster a community that feels like family, where everyone can come together, share stories, and find support in one another.

And the benefits of being a member are more than just a T-shirt or matching kit. "We’ll have a team house at major events like Unbound and Gravel Worlds," Crystal says. "We’ll host group rides, dinners with pros, and VIP expo walks with our brand partners." Members will get discounts on products, but the connections matter most. The Dirt Squad is about breaking down barriers and creating a space where everyone feels welcome, regardless of their skill level or experience.

For anyone on the fence about getting into gravel, Crystal’s message is clear: "It’s not always going to be easy. It’s not always going to be fun. But there’s a reward in doing something hard, something you can’t buy. Come join us. We’ll help you finish. We’ll help you find the fun, and we’ll support you when it’s not."

In five years, Crystal hopes the Dirt Squad will have 700 to 800 members, continuing to play a major role in the gravel scene and offering a safe, supportive space for cyclists of all levels. "It’s about giving people a place where they belong," she says.

For Crystal, it’s not about the podium, it’s about helping others succeed. "Watching my children succeed at Unbound or any other event means more to me than any podium I could win," she says. And that, in a nutshell, is what the Dirt Squad is all about: helping others, building community, and making the dirt a place for everyone.

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For more information on the Dirt Squad, visit their home page - dirtsquad.co or follow them on Instagram - @dirtsquadcycling