Chicago Bike Blog

In pursuit of reasonable goals

Feeling stressed? So am I.
Not only are most of us busier than we've ever been, working for less money than we've made before, but everywhere we turn there is some new demand placed on us for improvement and perfection. What you could be, if only you had enough. Enough determination, perseverance, self-control, focus, money. Seven habits in 30 days. 20 pounds in ten. Four hours a week to early retirement. From $100 to $1,000,000 in a heartbeat. Meaningful goals. Prioritized objectives. A better you: organized, pulled together, fit, focused, financially sound, sexually fulfilled, regular, balanced and treading lightly on the planet. Millions of ways to help you get a life.
This is what went through my head during a recent visit to the grocery store, and a casual glance at the New Year offerings on the covers of magazines presented at the checkout counter.
Chances are that you will be making some goals for 2013. And I would urge you to set some goals that are actually attainable, and likely to make your life more enjoyable when you attain them.

Some advocate setting big and audacious goals. Like this:


I WILL RIDE MY BIKE TO WORK THIS YEAR EVERY DAY, NO MATTER WHAT, RAIN OR SHINE!


The problem is that when the bar is set too high, you may give up after a a couple of attempts. Unless you are already fully committed to a car-free lifestyle, there are several things wrong with this goal.

• It sets you up for failure. If anything comes up (and you know it will), you have failed.
• There is no middle ground: it's either complete success, or it's a failure.
• There is no way to redeem the failure. If for some reason you cannot, or choose not to ride on a given day, you have already failed for the whole year.

So instead, why not set small, modest goals, which have some very tangible benefits:

• They are easier to reach
• They are easier to modify
• They are not likely to make you feel like a failure
• Reaching them gives you a sense of accomplishment, and may encourage you to pursue more ambitious goals.

You could set a small, modest goal like this:

I will ride my bike x-number of miles this year.


This type of goal has some advantages.

• It can be broken up into manageable monthly, weekly and daily chunks.
• You can exceed you goal! If you exceed it temporarily, it's easier to forgive yourself if you fall behind another time.
• Conversely, if you've fallen behind, you haven't failed. You can simply catch up in a week or a month.
• Partial success is possible. 800 miles out of a planned thousand is a worthy achievement.

Don't ruin your biking experience through setting overly rigid goals. Especially if you are a relatively new cyclist. Focus on small victories and modest goals that will enhance your enjoyment of cycling. Like these:

• I will keep my biking stuff in one place, so it's convenient for me to hop on my bike when I feel like it.
• I will make a list of places that are easy for me to get to by bike, and try to ride there whenever I can.
• I will have my bike tuned, and learn how to do a safety check, so that I know my bike's ready when I am.
• I will challenge myself a couple of times a month to do a bike ride that tests my comfort zone (longer distance, bad weather, heavier traffic, etc.)
• When making my daily transportation choices, I will consider my bike as a viable option.

Here's to the New Year, and millions of car-bound Chicagoans making the switch to the short and doable bike trip!

Not everyone will want to bike this winter

And that's OK.

Personally, I feel that cool winter weather makes biking no more challenging than it does, say, walking. You just dress a little warmer.

But precipitation, ice, shorter daylight, erratic driver behavior and many other factors may make biking impractical for you. Or perhaps you intend to bike, but have kids or other household members whose bikes will not be used during the cold months.

If you are storing them in your garage, they will be vulnerable to theft, and perhaps you'd rather have your storage space, in the garage or elsewhere, free for the extra boots and coats, the sled, maybe a pair of skis or a snowblower. Bikes stored in any outdoor space, are exposed not only to theft, but also the wrath of the elements.

Well, bring those bikes on over! Store your bikes now, and beat the spring tune-up rush at the same time, with our new Tune & Store service!  Throughout winter, both Rapid Transit locations have plenty of clean and secure storage space, and mechanics with a little extra time on their hands. So if you bring your bike to us now and purchase any tune-up service, we will do the work, wrap the bike up, and put it up for the winter.

Come spring, no waiting for a tune-up. Just peel the plastic back, hop on the bike and enjoy! We'll even give you 10% off any accesories you may need when you pick up your bike.

We have a couple of very reasonable rules: the storage is completely free, but requires a pre-paid purchase of any of our full tune-up packages. And, you must pick up your bike by March 15, 2013 (we will call and remind you).

5 Winter Must-Haves For Your Bike

Remember this?

It's positively balmy today, so it's easy to forget that your bike may need a thing or two to make it winter-worthy. Or five. Here they are:

1. Traction:
Start with quality tires that are appropriate for the road surface. When you are commuting by bike in a large city like Chicago, where streets are usually plowed, you want a fairly smooth tire. Even in winter. A tire with a tread made for pavement will give you better control, and cut down on rolling resistance. Knobby and studded tires may give you some advantage in a layer of snow, but beefy street tires are your best option in most riding conditions. You can run your tires at a slightly lower pressure to get better traction on wet or slippery surfaces.

All tires are not created equal. The best tires use compounds developed for better road grip, and specifically designed tread patterns that channel water away to keep you from hydroplaning in wet conditions. The best tires also give you a high degree of flat protection. This is especially important in winter, when fixing a flat on the curbside could quickly go from inconvenient to dangerous. Some of our favorite tires for winter bike riding are Schwalbe Marathon series, like these.

2. Splash Protection:
Fenders have come a long way in the last few years. Once relegated to the "nerdiest bike accessory" status, the full fenders of today have risen to a fashion statement. Fashion or no, properly installed full fenders, whether plastic or metal, will keep  your chest and face from front-tire spatter, and your back from the unsightly (and Gore-Tex ruining) skunk streak. They also protect you bike's drivetrain and frame against excessive build-up of winter gunk (it will build up anyway, why make it worse?). They attach to eyelets on your bike with steel struts, and, unlike seat-post mounted fenders, will not easily shift out of position. We like SKS fenders, because they are available in an array of sizes to match your tires, they are durable, and come in a very elegant silver with pinstripes (these will, sadly, not be visible under a layer of winter mud, but you know they're there).

3. Illumination:
Front and rear lights are a must. In fact, you should have more than one. Even if you can see just fine, make it easy for other road users to see you.

Don't overlook the importance of a headlight. In many cases a front blinker may not be enough. A headlight is much more visible to oncoming traffic, and, if it is mounted on your helmet, it allows you to signal drivers. Unlike a blinker, it will light up the way if you are riding on bike paths, or on stretches where street lights may be out.

Rechargeable lights are a little more expensive up front, but are convenient to use and ready when you are. If you are considering a new light, a new USB rechargeable model might be a good option. If you already have traditional battery-operated lights, there's no reason not to use them, just make sure you have spare batteries on hand, and test the lights for brightness before you head out.

4. Lubrication:
Purchase a bottle of chain lubricant made specifically for bicycles, and use it religiously. Click here for a detailed explanation of why you must do it.

Sprays are a little easier to apply, but drip bottles are more economical and more environmentally friendly. A little drip bottle will go a long way.

5. Maintenance:
One of the best investments you can make is a Winter Tune-Up. It is vitally important that all systems on your bike - brakes, derraileurs, drivetrain, wheels and bearings - function at their peak in winter.  If you prefer to avoid contact with the chain and other moving parts on your bike, or if you simply don't have the space or time to do the work yourself, please check out our Frozen Chosen. It's a winter-long maintenance package that covers your bike until March. The real value of this service is not only in the initial repairs performed on your bike, but the on-going, follow-up care to which you and your bike will be entitled all winter.

Not riding this winter?
Free up your storage space, and keep your bike safe and sound with our Tune & Store program.

Need a little economic incentive?

Click, print & redeem coupon at Rapid Transit.

More on winter biking:

• Winter TLC for your bike
• Keep riding and stay warm
• Your mother's guide to winter cycling
• Thrift and the urban biker

Our Work: Your Dream

Sometimes, the work we do in a bike shop isn't very romantic. We clean gritty chains, change dirty tires, and loosen stuck parts. Our benches are littered with tools and debris, and covered with a fine sheen of oily residue. Our aprons bear the signs of repeated wiping of greasy hands, etched with black lines that ordinary soap can't remove.

Sure, there's romance to working with one's hands. We don't sit in cubicles, facing pie-charts on computer screens, overflowing in-boxes, or mind-numbing office bureaucracies. We are never at a loss when asked to describe what we do. The work is immediate. It's clear. Obvious. But the romance of working with one's hands can wear off pretty quickly after ten hours on our feet, with barely time enough for a slice of cold pizza, and cuts and bruises on our knuckles bearing witness to the many battles fought with those stuck parts. So if that's all there was to our job, life wouldn't be very exciting for us, and you'd receive indifferent service.

No, our work is infused with romance, because when the bike shop doors open, you bring in your dreams.

Each dream unfolds slowly, because at first you are not sure if you can trust us. Perhaps you have mentioned your dream to someone previously, and you were met with skepticism. So, we talk a little about bikes, and parts, and we ask you some questions, and tell you a bit about ourselves. And as we talk, you find a light of understanding in our eyes, your passion reflected back at you, and you pull us into your dream. And, next thing we know, we find ourselves on a wild adventure of helping you make your dream come true.

All metaphors aside, over the many years we have spent talking to you about bikes, we noticed that when you came in to look for a bike, to restore or repair a bike, to get back on a bike, to find a different, more appropriate type of bike, you were looking, in some measure, for freedom, autonomy, independence. For some of you, it was freedom from traffic, from stress, from the city, from the car, from gas, for others, from creeping weight, illness, injury or disability, and even from convention and routine. You expressed a desire to escape, in bigger or smaller ways, from something that was limiting or holding you back.

Our bike store has built a reputation in Chicago around the urban image, which, no doubt, has a lot to do with our name. We deliberately called ourselves Rapid Transit, because we felt that bicycles were at least as sensible and efficient as public transit. We have also used the tagline Chicago's Transportation Alternative, partly to further play with the idea of comparing ourselves to the urban transit system (playing on the abbreviation of Chicago Transit Authority), but mostly, because we offered folks who wanted to cycle real alternatives.

A bike, of course, is an alternative to a car, train, bus, or traveling on foot. But it so much more! The bike industry tries to define the cyclist based on the type of bike they ride: hybrid, fixie, mountain, road, recumbent. In fact, each bike rider in his or her own way, defines what a bicycle is. And so it becomes a vehicle for expressing an alternative world view, living an alternative lifestyle, moving at one's own speed, and reformulating one's priorities in the context of one's community. When we chose the language to describe our store, we were not after defining what a cyclist should be. We wanted to open up the possibilities of what you could be.

So for us, being Chicago's Transportation Alternative is not just who we are and what we offer. That's only a small part of it. What really matters is what you want, and how we can help that come about. Why do you want to bike? What are your dreams?

The true romance of what we do is helping you realize your dreams of independent travel.

Here. Now. What it means to be local.

Hi. My name is Justyna. Together with Chris, my husband, we own Rapid Transit Cycleshop. We live in Chicago in a modest house with our two kids and four cats.

My husband grew up on the south side. His family was active in First Presbyterian Church, and experienced first-hand the effects that redlining had in the early 70's on communities, neighborhoods and relationships. Transplants from the real south-side, they couch-surfed for a while in Hyde Park before finding a more or less permanent perch.

I am a first-generation immigrant from Poland. My grandparents cleaned and served meals at Chicago's Catholic churches. My dad delivered bakery goods to Polish delis at 4 am. My mom worked as a live-in nanny. We basement-surfed until my parents found more solid employment and bought a bungalow in Portage Park.

Chris rode his bike for a living and I was in graduate school when we met at a local watering hole. Our first good idea was to get married, and, a couple of years after that, to start a business. A bicycle store with a mission of promoting alternative transportation in Chicago.

As it says on our website, we wanted to create a store that would invite, not intimidate the beginner, listen, not preach to the curious, and salute, not marginalize the commuter. With this in mind, in March of 1994 we threw open our doors at 1900 W. North Avenue, and waited for the customers to pour in.

And they did. Slowly at first, but the pace picked up, and nearly everyone that came in thanked us for opening a local store in their neighborhood. Pretty soon, we found ourselves in need of extra help, so we hired our first employee. And then another. And another. Over the years, we have provided both seasonal and long-term employment to Chicagoans from all walks of life. Our youngest employee was still in high school. Our oldest qualifies for an AARP card. We have employed people who were students, single moms, addicts, veterans, suburbanites, immigrants; some have gone on to become PhD's, police officers, artists, musicians, account executives, frame builders; quite a few have used the experience of working at our shop to leverage a job with Chicago-based Sram Corporation; some even, we humbly concede, went on to start other local bicycle shops, hoping -- no doubt -- to do what we do, only better.

These people did not come to work here for the fabulous riches. No one I know ever got rich working in a bike store. They came, because they loved bikes and they wanted to help others who shared that love. They came, because they liked the way we interacted with you, our customers.

The customers, who always have been at the heart of it all. In the eighteen years since opening Rapid Transit, we've had the privilege of interacting with thousands of customers, and most of you have something in common: a dream of independent travel. A vision of yourself doing something extraordinary. Something that maybe others thought could not be done. You came to trust us to understand and validate your dream, help you give it shape, and make it real.

Through helping you reach your dreams, we have lived ours: to be self-employed, autonomous, doing what we believed in and rooted in the community. By building Rapid Transit, we have built our livelihood, maintaining our home and garden, raising our kids. We have felt keenly the peaks and valleys of the national economy, eagerly reaping the fruits of the good years, and struggling, worrying and losing sleep through the recent, leaner months.

Hard times or not, we cannot imagine ever doing anything else, or a life without Rapid Transit. We are thankful for all that we have experienced through the shop. We are grateful for the group of dedicated people who come to work here every day, some for almost two decades now. We are grateful for the trust and loyalty that you, our customers, bestowed in us. We appreciate not only your business, but also your stories and advice, and you continue to be our main source of inspiration.

Happy Thanksgiving.

Necromancer Fun!

Every fall, we trek up to the Straits of Mackinac to little-known Bois Blanc Island (Boblo in local parlance). We go there ostensibly to close up our family's tiny lake cabin for the winter, but really, to pack in some late season fun. This year, the fun came in a fat, double package.Now, I'm not much of an off-road biker. When I was considerably younger, Chris and I did some off road trips out west, and in the UP, but while I did pretty well on the climbs, I wimped out on the descents, and the more daring sections of rutted and rocky single track. So it was not without some trepidation that I mounted the Surly Necromancer as we set off on our Boblo adventure.

To be fair, Boblo is relatively flat, but the gradual, rolling ridges that one must climb to access the island's interior are littered with boulders, gravel, sand, slippery leaves, and transsected by projecting roots and fallen logs. So although the topography is not necessarily very chalenging, portions of the trerrain are quite technical.

The first pleasant surprise came as we ascended our driveway to the main road which circles the island. It's unpaved, and covered with thick gravel. On a standard mountain bike, one is hard-pressed to maintain a solid footing. The monster, nearly 4-inch wide low-pressure tires of the Necromancer, mounted on 82mm rims floated effortlessly over the rocky surface, and instead of tensing my shoulders and tightening my grip, I could ease up, look around and actually enjoy the scenery!

About a mile up the road, we turned onto an ATV trail, and began the slight climb into the interior. And that's when we ran into a few puddles. Man-eating ones.

I've encoutered these puddles on Boblo before, and I've never in my life ridden through one. Many of these are actually year-round ponds in the middle of ATV trails, teeming with amphiblian life, abuzz with mosquitoes, their murky surface concealing underwater ridges and traps. So, on my first approach on the Necromancer, I limped through the puddle with one foot on the muddy egde. But after emerging unscathed on the other side, I thought, oh what the hell!

As we climbed up, the moist, piney thicket gave way to drier, more open birch and maple woods, and the muddy, puddled trail turned to a rocky, rooted, golden leaf colored paradise.

The ride was exhileratingly fun! Floating on fat air balloons, I stopped worrying about gripping the handlebars or putting my foot down in fear of obstacles, as I picked my way deftly over and around roots and boulders, and even hopped an occasional log. The puddles changed from a challenge to an enticing treat, as we rode through them with a splash that muddied us from shin to shoulder, and left tell-tale streaks on our backs.

After a couple of hours of knocking around the central ridge of the island, we dropped back down to the trail that hugs its northern edge, where we got a few good glimpses of Mackinac island. We poked around the rocky Lake Huron shore looking for a suitable picnic spot.

After a glorious day of riding we built a fire in the clearing overlooking the lake, rested, and enjoyed some smoked Polish sausages that we brought with us in happy anticipation of such an opportunity.

And we toasted our journey, the adventure, the crazy bikes we rode, and the spectacular fall day at one of earths most glorious corners.

PS. In case you are curious, here's the approximate route we travelled, marked in green (click map to enlarge).

Approximate, because, as far as I know, no reliable map of Boblo exists, and even if it did, it's impossible to correlate it with reality, because nothing on Boblo is marked. You follow your nose.

The blue line indicated the route we took the following day, when we went searching for the mysterious giant boulder that sits on the island, and accidetally discovered a secret road that took us back to Lake Mary.
The end (sadly).

Blowing Air

There are few things more despiriting than wheeling your bike out on a crisp morning and discovering you can't ride, because the tires are flat. You simply can't travel independently without air in your tires. And, because we work in a bike shop, quite often we forget that many people are completely mystified by bicycle tires.

Whether you ride your bike regularly, or leave it hanging out in your basement or garage, the tires will naturally lose air over time. It's like the balloon you brought back from a party: after a few days, it doesn't look so good. Bike tires don't lose air quite as rapidly as a balloon, and they can also be readily refilled. The trick is to know how and with what.

Before we get to that, it is essential that you familiarize yourself with the two types of valves commonly found on bicycles. If you have the inclination, and a little more time, you may also find it helpful to learn more about the anatomy of the bicycle wheel.

You should really check your tires for correct inflation any time you get on your bike. Unless you have super-skinny high-pressure road tires, it's not necessary to use a gauge. If your bike has been hanging around for a while, chances are you can simply eyeball the tires. They'll look pretty flat. Otherwise, just squeeze them. They should feel nice and firm, with almost no give. If they are squishy, it's time to put in some air.

Here are your options for getting air in the tires:

• Use a pump you have at home, or...
• ....if you do not own a pump
  • ask to borrow a neighbor's
  • go to a gas station and use their compressor
  • go to your local bike store and use the free air, and, while you are there..
  • GET A BIKE PUMP!

Seriously, a dependable bike pump is a must-have for any bike owner, even if you ride only occasionally. Less than fifty bucks gets you the confidence of knowing you can ride your bike whenever the mood strikes. Since I personally find stand-alone gauges to be anoying and cumbersome to use, I recommend getting a pump with a built-in gauge. It's best to get a floor pump for home use, and a portable pump to carry with you. But if you can only get one pump, a portable will do the trick; it'll just take longer.

Now that you have a source of compressed air, simply apply the pump head to the valve. (Most bicycle pumps on the market will fit both common types of bicycle valves, but if you have Presta valves, and are using an air compressor, you will probably need an adaptor.  Click here for details on different valves.)  Fill the tire to correct pressure:

• The correct pressure is embossed on the side of the tire and expressed as a range in units of PSI (pounds per square inch). A mountain bike tire will take 45-60 PSI, a hybrid tire might take 65-90 PSI, and a road tire 90-120 PSI. These are examples only. Use the information imprinted on your specific tire. There are exceptions, but most of the time, go to the top number. 
• If you are working without a gauge, fill the tire until very firm.
• Fill the tire gradually, especially if it was very flat to begin with. Put in a little air, and slowly spin the tire, checking to see if it is properly seated in the rim. Look for any gaps between the tire and the rim, and any places where the inner tube might be protruding. You don't want that -- it can cause a blow out.

Getting air in the tires is one of the most basic tasks, yet it is one that causes many people frustration and keeps them from riding and enjoying their bikes. At Rapid Transit Cycleshop, we want to help you get on your bike and ride. If you are timid, uncertain or confused about getting air in the tires, we can help. We always have free air, and a range of bike pumps available. Our staff will be happy to assist you in filling your tires, and offer you help and advice if you are just starting out.

The Frozen Chosen ride again!

Winter Tune-Up is back at Rapid Transit Cycleshop. Frozen Chosen is a complete, season-long maintenance program for your bike. When you join for a one-time fee of $190  new lower $170 fee, you will receive:

Our Deluxe Tune-Up, which includes:

• Full adjustment of braking system,
• Full adjustment of shifting system.
• External adjustment of both hubs.
• External adjustment of headset.
• External adjustment of bottom bracket.
• Complete wheel dishing  & truing.
• Complete drivetrain cleaning or replacement (as needed).
• Chain lubrication.
• Inner tube replacement (if needed.)
• Tires inflated to correct pressure.
• Full check of parts and accessories to ensure safety.
• Free installation on additional accessories purchased from us.

...plus INCLUDED ongoing maintenance through March 1, 2013:

• Full bike wash and lube, as often as you wish (a godsend after a slushy, salty ride)
• Adjustments and tuning whenever needed (you will need them)
• Free labor on fixing flats (no more frozen fingers)
• Free labor on installation of parts and accessories purchased at Rapid Transit.

Since we and our staff need to eat, all rubber, parts & accessories are extra. However, as one of the Frozen Chosen, you will also receive a 10% discount on any merchandise purchased through March 1, 2013.

If you are planning to ride this winter, you really can't afford not to get this service. It is the best thing going in Chicago for winter bikers. And, the earlier you sign up for the program, the longer you get to enjoy its fabulous benefits.

Overcome: The 5 Basic Obstacles to Riding Your Bike

When we do something day in and day out, it’s easy to overlook the obvious. For example, at Rapid Transit Cycleshop, our stated purpose is to help you realize your dreams of independent travel.

Aaaah, independent travel! Cruising unencumbered down a sunlit path, with wind breezing through your hair! Just you, your camping gear and two wheels on Route 66!! Hopping on Amtrak with your suitcase in one hand, a folding bike in the other!!!...

How about just getting out of the garage?

You can’t travel independently without air in your tires. And, as bicycle people, we often forget that bicycle tires can be a total mystery, and quite an intimidating one, to non-bicycle people.

But why should a bicycle shop, such as Rapid Transit, care about non-bicycle people? Because, despite what you might observe on Milwaukee Ave. on a weekday morning, “bicycle people” comprise only a very tiny percentage of the US population. Tiny, as in less than 1%, by some counts. And the only known source of new bicycle people, ie. the only way to grow bike culture, ridership, acceptance, and -- yes -- the bicycle business, is non-bicycle people.

Since non-bicycle people sounds a bit awkward, I'll shorten it a bit, and just call them "people".

So, people, many people in fact, are quite unfamiliar with, and therefore somewhat intimidated by even some basic aspects of the bicycle and bicycle riding. And, if we are going to make you comfortable using your bike as part of your life, and enjoying those dreams of independent travel, we have to help you get comfortable with those basics.

Therefore, I am setting as one of the goals of Rapid Transit Cycleshop to help people overcome the 5 Basic Obstacles to Riding a Bike:

1. Flat tires. Bicycle tires encase rubber inner tubes. Just like a party balloon that's been left to hang around for a few days, these inner tubes lose air over time. If your bike has been sitting there for some time, the tires are most likely flat, but probably do not need to be repaired. All they need is a little air. I'll go over the options for getting air in the upcoming installment.
2. Can't carry stuff. The #1 simplest solution is a backpack. You have one in your house. Your family member has one. If you positively don't have one, you can pick one up at any thrift store for next to nothing, or for a little more at any department store. Problem solved. If you want more sophisticated solutions, I will be covering them shortly.
3. Challenges of route and traffic. As with most things, if you are just starting out on your bike, go easy. You don't have to launch yourself onto Elston Ave. on your first try. Do a couple local trips using neighborhood streets, and plan your street crossings where you know there is a signal or stop sign. Familiarize yourself with the handling of your bike on some shorter, low-key trips before you venture further. Use smaller streets, even if it adds a little distance to your route.
4. Not knowing how to lock the bike. If you haven't already, go to your local bike store, and purchase a U-Lock and a solid cable (10mm diameter). Take your bike home, and practice putting the cable through the front wheel, looping the ends through the U-Lock, and locking the U-lock through the bike frame and rear wheel to a solid post. This will take a little practice, as U-Locks can be a little temperamental, cable locks can be stiff, the bike wants to fall over, and the solid post is never exactly where you need it to be. And you are nervous. That's why I recommend practicing before going live. (Read more here about locking strategy, and why I recommend a U-Lock/cable combination to many riders.)
5. Fear of the Unknown. What if I get a flat? What if it rains? What if the chain comes off, and I can't get it back on? What if I fall? What if it gets dark? These are extremely important questions to consider, and unless you have prepared yourself mentally for facing these potential challenges, you will not be comfortable riding your bike. 90% of these problems can be averted with good prevention: flats with good, puncture-resistant tires; getting wet with quality outerwear; etc. Whenever you venture out, carry a cell phone and some cash, in case you need to bail. True confidence is built over time by acquiring skills and experience necessary to help you get back up and keep moving after a setback. 

As your riding becomes more regular, you will become more familiar with this mode of travel, and much more at ease. Chances are, you will interact with other people who bike, perhaps build a relationship with a friendly bike store, and benefit from their experience.

In the meantime, I will be going over these basics in considerable detail. If the details I include here are not enough and you are a Chicagoan, come into Rapid Transit for some hands-on assistance (or another helpful bike store if you live someplace else).

Once you have these basics covered, you will be a bicycle person, and nothing can stop you.

How to grow biking.

As we get ready to attend the annual Interbike trade show next week in Las Vegas, I am curious to see if the bicycle industry will finally get it. 

The numbers are in: although cycling has experienced tramendous growth in the past decade, particularly in America's most bike-friendly cities, the percentage of Americans who bike is still staggeringly small. The growth has come primarily from middle-aged men, with participation by women, children and youth actually falling. At the same time, US bicycle sales stayed pretty steady (not to say "stagnant"), hovering at about six billion dollar mark since 2003.

It has always seemed obvious to me that in order to grow the cycling population (and the bicycle industry as a result), we need to attract great numbers of people who do not currently identify as cyclists. There is simply no other source of potential cyclists. What is less obvious is how exactly that should be done.

On the one hand, it is incredibly heartening to see the bike industry embracing bikes as transportation. On the other hand, I can't help thinking, that, with the exception of a few really forward-looking companies, bike commuting is being turned into one more trend. The video screens that once featured mud-spattered, tooth-baring mountain bikers have been 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.

These things aren't bad in and of themselves. They do create an image of cyclists that is a bit 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.

At Rapid Transit Cycleshop, we have grown our business since we first opened in 1994 almost solely on our unwavering commitment to lifestyle cycling. 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 greater attention to the NON-BIKER, or someone who has not been on a bike in many years. Don't berate 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 concerns, 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.
• Let go of your current definition of what a cyclist is. A cyclist is any person riding any bike.
• Safer bike routes. The main reason more people don't ride more is 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 getting around by bike out of the question for them. Off-street bike trails, fully protected bike lanes, thoughtfully designed traffic signals, and traffic-calming measures would make bike commuting safer, not to mention more pleasant, for new and experienced riders alike.
  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; or from the gruelling 20-mile commute. Be prepared to talk to potential customers about starting small, taking short trips, using 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.
• "Stuff" doesn't sell cycling. 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 extras. 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 grandparents; 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.