How we work
eMTB Magazine is an independent English-language publication about electric mountain bikes. This page explains how we choose, research, test and publish what you read on the site.
The magazine is run by a team of four editors and three riders based in different countries. Editor: Ilya Alikov. This policy applies to all articles, bike and component pages, comparisons and guides on emtbmag.com. Last updated: October 2026.
We write for riders, not for brands or advertisers. If something is unconfirmed, we say so instead of guessing.
01Our principles
- Independence: brands, shops and advertisers do not decide what we cover or what we conclude.
- Accuracy: specifications, prices and claims are checked against the manufacturer’s own data or another primary source.
- Honesty: we say when we have ridden a bike and when we have not, and we never present an estimate as a confirmed figure.
- Usefulness: every article should help a rider understand, choose, set up or maintain an eMTB.
02What we publish
News
Launches, firmware updates and industry news, written in our own words from press releases, official product pages and other primary sources. Sources are listed at the end of each article. We respect embargoes agreed with brands.
Tests and first rides
Hands-on tests are written by our editors and riders after riding the bike themselves, with our own photos. A test article always says how and where the bike was ridden. If we have not ridden a product, we do not write a test or give a score.
Explainers, comparisons and guides
Technical articles, comparisons and buyer’s guides are based on verified specifications, our riding experience and clear selection criteria such as intended use, motor, battery, travel, weight and price. Guides are reviewed and updated when models, prices or availability change.
Bike and component catalog
Catalog pages are built from manufacturers’ official specifications, geometry and images. Where a value is not published, for example weight, we leave it blank rather than estimate it. Notes such as “claimed weight, size M” show where a figure comes from.
03Test bikes, loans and hospitality
We test bikes that we buy ourselves, bikes borrowed from readers and, when available, bikes loaned by brands. Bikes we buy for testing may later be given away to our readers.
When a brand supplies or loans a product, we say so in the article. A loan, a press trip or an invitation to an event never guarantees coverage or a positive verdict, and brands do not see or approve our articles before publication.
04How products are ranked
Rankings and recommendations are based on the product’s specifications, our testing and value for money. Payment, advertising, affiliate commission or a partnership cannot buy a place in a guide, a higher position or a better verdict. Shop offers on bike pages are always sorted by price.
05Sources, images and AI tools
We rely on primary sources: manufacturers’ websites, press releases, technical documents and our own testing. Product images come from official press material and are credited, or are our own photos.
We use AI tools to help with research, translation, organising specification data and first drafts. Every article is checked against its sources and reviewed by an editor before publication, and the editorial team is responsible for everything we publish.
06Corrections and updates
If we get something wrong, we fix it as quickly as possible, usually within one working day, and update the article date when the change is material. Specifications and prices are updated when manufacturers change them.
Spotted a mistake? Email adv@emtbmag.com with the link and the correction.
07Conflicts of interest
Editors and riders must tell the editor about any personal or financial relationship with a brand or shop they write about. Where such a relationship exists, it is either disclosed in the article or the piece is handled by another member of the team.
08Commercial relationships
Advertising, shop partnerships and any sponsored content are kept separate from editorial work. How the magazine is funded is described in our advertising policy.
09Contact
Questions about this policy, corrections or press information: adv@emtbmag.com. See also About us and Contact.
EMTBMag — Electric Mountain Biking, Explained.