The Commute by Bike blog posed a question the other day, which, in one form or another, has been plaguing the bike industry for years: how to get more people on bikes?
As someone who has done the on-the-ground work of getting people on bikes for well over a decade, I have a few ideas. Unfortunately, historically, the bike industry hasn't been known for paying attention to small, quirky shops that don't order bikes by the truckload. When, as fledgling shop owners, we first started going to the industry trade show, no one wanted to talk about bikes as transportation. They all thought it was fringe.
Fringe, schminge. A "fringe", no matter how small, can turn into a fiercely loyal following for a bike company or shop that reflects their views. A "fringe" can double in size, and, though still a relatively small percentage of the wider population, can represent huge gains for the company or shop that responds to its needs.
On the one hand, it was heartening to see the bike industry finally embracing bikes as transportation at last year's Interbike trade show. On the other hand, I couldn't help thinking, that with the exception of a few really forward-looking companies, bike commuting was being turned into one more "trend". The banners that once featured mud-spattered, tooth-baring mountain bikers were replaced by images of guys in peg-legged jeans weaving through traffic with huge messenger bags on their backs, and sunny women with willow baskets full of groceries on their handlebars.
Well, these things aren't bad in and of themselves. They do create an image of cyclists that is more mainstream, and perhaps more acceptable as an urban presence. It's just that I think these are relatively shallow efforts. We don't want bike commuting to become fashionable, because fashions come and go. We want to evolve urban culture to embrace bike culture as its essential component.
Rapid Transit Cycleshop is no longer a fledgling business, but we are still a very small fish in the bike industry pond. Nevertheless, we have grown our business nearly tenfold since we first opened, largely on our unwavering commitment to cycling as transportation. So, if anyone in the bike industry is listening, I have a few suggestions on how to get more people on more bikes more often:
- Non-intimidating image and non-intimidating bike shops. Huge dollars are spent on products and marketing targeting the enthusiast cyclist, someone who is already deeply invested in the sport. I believe the industry, starting with top level executives at major bike companies down to the corner bike shop, should devote equal, if not greater, attention to the novice, or someone who has not been on a bike in many years. Don't criticize their walmart bike. Don't bombard them with technical details. Don't overwhelm them with expensive accessories. Don't try to "convert" them. Listen to their questions and concern, and show them how they can incorporate a modest, ordinary bike gradually into their lives. Don't translate their needs into dollars. Don't try to immediately turn them into a Customer. See if you can first win their trust.
- Safer bike routes. The main reason more people don't ride for transportation is their fear of danger. Experienced bike commuters have learned the skills necessary to maximize their safety in traffic. But, like it or not, riding alongside speeding cars is intimidating to most folks, and this makes commuting by bike out of the question for them. Off-street bike trails, thoughtfully designed traffic signals, and traffic-calming measures would make bike commuting safer, not to mention more pleasant, for novice and experienced riders alike. Bike manufacturers and bike shops should make working with state and local authorities a priority, to create biking facilities that would enhance rider safety, and driver education programs to increase acceptance of cyclists and curb driver aggression.
Realistically, these measures can take a long time to implement. To get people biking sooner, get away from visions of messengers dodging buses and taxi cabs. Be prepared to talk to potential customers about alternative routes, quiet streets, and bike trails they may not be aware of. It helps if, as a shop representative, you ride these routes yourself and can offer first-hand tips, pros and cons, and have trail maps on hand. - There is a fine line between fashion and self-expression. Don't sell bikes solely as a fashion statement, or you may only attract fashionable clients. In fact, I even question selling bikes for fitness, ecology, economy, or anything other than biking for it's own sake. It's not that I disagree with those ideals, but to a novice, they can seem judgmental. The last thing you want is to instill guilt in a new cyclist. You want them to celebrate and look forward to the occasions when they do ride, not feel bad about the times they don't.
In fact, I think the industry should get away from the discussion of stuff: are shifters X better than shifters Y? are straight handlebars better than curved? is this geometry better than that? Who cares? Commuting is not about the the "stuff": the bike, the parts, the accessories, the bling. Most of that stuff can be changed, anyway. Commuting is a choice, and you can choose to commute on just about any bike out there. Really. - Showing what is possible. We celebrate the big events: winning the umpteenth Tour de France, riding across America or around the world, winning the Ididabike. Inspirational stories, but, for most of us, unattainable feats. If bike companies are looking for people to put in their ads, I can think of quite a few ordinary people who have incorporated bikes into their lives in ways that anyone can. Some of these people are older, they could even be your grandpa; many are young and healthy; some are battling an illness, or disability; some struggle with their weight; many live on very limited budgets; some have a very long way to get to work; some live in iffy neighborhoods; some have children to cart around; some have dogs; some ride every day; others ride when they can; some buy all new equipment; others recycle found objects. Put these people in your ads, and show what regular people can do in the course of ordinary days. These people are the most loyal customers, the biggest fans, the best representatives, and the most vocal advocates for the cycling industry. Pay attention to them.

















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