Really? Several MotoGP champs, a round of MotoGP, a Dakar champ, highest per capita dirt bike registration in the Western world and an MX track in pretty much every notable town. TP himself advertising utes on primetime TV. Dakar highlights free to air on a gov broadcaster each day. Every third bloke I work with rides in some form or another and a few neighbours as well. I'd say at least as popular as tennis or golf here.