Guest Editoral, By Stuart Kleinberg

In the Bicycle Industry,
Selling Fun Is Our Responsibility

What is amiss with the condition of the bicycle industry for the balance of the ’90’s and beyond?

According to most IBDs they do not receive enough product loyalty, support, and profitability from the manufacturers. They feel mail order companies erode their marketshare and devalue products. Their opinion is that Category Killers (ie: Mass-Merchandisers) do not promote or support cycling, yet account for approximately 65% of new bike sales. Stiff competition for disposable income today is fierce, particularly amongst recreation retailers. These are just a sampling of some of the IBDs complaints stated nationally.

The manufacturers complain that the IBDs are not keeping up with retail industry trends and exhibit a lack of understanding of the vendor’s need to maintain and increase their profitability and marketshare growth. They express concerns of delinquent or non-payment of products shipped to the retailers. They generally advertise and promote the EXTREME side of cycling, neglecting the needs and usage of mainstream participation of the majority of end-users. Marketing managers cite that the direction and focus of their advertisements appeal to their customers, ignoring the most recent demographic bicycling studies.

The general populous’ perception is that bicycles are toys and not recreational devices or alternative transportation solutions. The public feels that cycling is inherently dangerous and there are not enough safe places to engage in this stimulating activity that promote good health and an active lifestyle. There is not only the lack of designated bicycle paths but connectivity of existing dedicated bicycle routes. The reality of trail usage restrictions and closures impact all off-road riders regardless of ability. These are some of the stated apprehensions for cycling participation expressed orally and in national publications.

Everyone complains and agrees that there is a lack of a clarity defining bicycle advocacy strategies.

What can we do you ask? Get back to our cycling roots. In the beginning when we were first learning how to cycle, there was a sense of a challenging experience and freedom... Remember those first few rides once our training wheels came off. The discoveries and new adventures that were waiting for us, the exhilaration of   independence, the wind blowing through your hair (pre bike helmet days), not to mention the overall expansion of our Universe.

Think back in time for a moment and relive those early cycling experiences. I will bet it brings a smile to your face and reminds you of some of the best cycling memories you have every encountered. If you find this hard to believe or visualize, just look at the excitement on children’s faces while they are enjoying these early cycling experiences. All we needed then were our pedal powered two wheeled machines and this Brave New World was ours.

Abandoning and not proclaiming, this concept of FUN has hurt our industry significantly. Have we become so callused to this philosophy? Have we forgotten what originally motivated us to pursue cycling as the participatory activity of choice or the career direction that has become so much a part of our lives?

How do we present and perpetuate this concept? Discussing the advances in bicycle technology with your customers is a necessity. However, equally as important is the positive reinforcement and encouragement of cycling as a FUN activity. This supports the fact that cycling appeals to all; men, women, kids, senior citizens, and the physically challenged. There are no barriers or limitations for those wanting to enjoy this participatory pastime. Try relating to your client's childhood cycling memories. Recreate those days when we all had fewer responsibilities and cycling provided us with the opportunity for independence and exploration. For most of us this was our introduction to the wonderful world of cycling. If industry interests are only in the promotion and the marketing of the latest technological bicycle improvements and EXTREME cycling participation, then we will continue to limit ourselves to shrinking profits and marketshare.

Promotion and the continued reinforcement of the positive benefits while advocating the fun and free sprit of cycling are everyone’s responsibility.