How to get more people on bikes?

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.

Comments

[Scott in Columbus]

I don't know about all of that stuff you mentioned. But today my daughters' boyfriend did his first commute today. Invigorated by the $3.50 a gallon. Personally, I think that more people will be thinking about that. Myself, I ride everyday rain, shine or snow.

[Justyna]

Wow! in Chicago, $3.89 is cheap right now!
I didn't mean that people shouldn't be personally motivated by things like ecology, economy, gas savings, etc. I just meant that I don't think the bike industry will win long-term adherents by making them feel guilty about the environment, or anything else.
But obviously, any discussion of urban transportation and bicycles will involve the topic of gas prices and pollution.

[Shannon]

A couple weeks ago I rode a bike for the first time in 21 years. Before that I'd been wanting to get a bike for over a year, but it took me a long time to bite bullet, and much of that was due to reasons you've mentioned here. A bicycle is very intimidating when you don't know where to ride, how to be the most safe, etc. There are not a lot of local resources available to me.

I LOVE riding my bike, but I am still trying to figure it all out. I'm not yet comfortable enough to venture out for longer rides or even to start using my new ride for local errands (grocery, USPS, etc. are high-traffic areas, eek!) I'd love if my local bike shop or a riding group offered workshops or group rides for these basic things. It would be a terrific way to help the less experienced build confidence and skills, and earn my loyalty in the process.

I would love more real people role models, too. You know what ultimately pushed me to make the leap and get my bicycle? My 61 year old mother in FL told me she picked one up at a garage sale and had been riding. Knowing she could do it made me realize there was no reason I couldn't too.

[John]

It's so simple. This post without a doubt states the best reasons for riding bikes I have seen.

It states everything we all know, but don't realize it till someone says it out loud. You said it loud, and clear.

[aLexi sanger]

i totally agree. if you don't find the right bike and love to ride it, you won't ride. for me, the environmental and health benefits are secondary to why i hop on my bike. i think that the failure of bicycle marketing in the u.s. is that they focus on recreation, not transportation. transportation is about trustworthiness, safety, and getting from a to b. as you pointed out, that can be on any kind of bike. thanks for giving voice to this.

[Josh]

My company produces an event called the Urban Assault Ride. It's a bike scavenger hunt that is in 8 cities across the country. We started this event 6 years ago in Austin and it has grown due to the fact that it's a fun, non-intimidating cycling event.
Regarding your question - "How to get more people on bikes"...we've found that 90+% of our participants plan to use their bikes for transportation following their experience with the event.
So...I would say that if a person has a fun, positive experience with riding, then they are much more likely to become cyclists.
Our event caters to folks that have bikes and primarily use them for fitness or recreation (not urban transportation). We also promote to the general active population - runners, triathletes, etc. They have the physical ability to ride for transportation - and hopefully their experience in the Urban Assault Ride will turn them into commuters.
Bike transportation is not a trend - something needs to be done to reduce congestion, pollution, and improve the health of the community.

Some people take issue with the term 'Urban Assault'. I suppose these folks are unfamiliar with how this term pertains to urban riding. Urban Assault in the bike world means riding down stairs, jumping curbs, and generally taking the fastest means around town by bike.

The Urban Assault Ride also benefits local non-profits that promote bike transportation. In Chicago, we're working with WestTown Bikes

We'll be in Chicago on 9/28 - you can check out the event at: www.urbanassaultride.com