Your Support Connects Communities Through Bicycling

Gravel and Changing Leaves west of Boulder

Ambassador C.C.'s "It’s An Uptown Thang!" Ride

DC Brewery Tour- Four Breweries, 15 miles of fun!

Encourage employees to get out of their seats

From October 18-20, 2022, more than 300 leaders from across the bike industry convened in Bentonville, Arkansas, for PeopleForBikes’ inaugural SHIFT‘22 conference. Centered around the theme of creating the bike industry we want to see, attendees sat in on inspirational keynotes, engaging panels, and participated in hands-on workshops focused on making bicycling more diverse, equitable, and inclusive; improving industry sustainability initiatives; and the possibilities and challenges of American-based manufacturing, assembly, and innovation.

Featuring 54 speakers across more than 20 educational sessions, SHIFT‘22 provided a wealth of expertise, best practices, hard conversations, and actionable takeaways in service of our goal to move the bike industry forward. If you were unable to attend the conference or missed out on any of our in-depth breakout sessions, check out some of the main lessons learned across our three education tracks below.

Tiffany Smith (middle), CEO of Camber Outdoors, speaking at the panel "Lean Into the Uncomfortable: Organizations Speak Up on Diversity." PHOTO: Patty Valencia

The term “journey” gets thrown around a lot when organizations set out to improve diversity, equity, and inclusion at the workplace or externally. Too often, however, it comes with the idea that there is an endpoint to that journey. True, meaningful DEI work has no finish line, and there is always more work to be done. 

Companies with diverse staff outperform those with more homogenous staff in terms of profitability. A diverse staff will better serve an increasingly diverse consumer base as more people discover the joys of bicycling.

Every business enters its DEI journey at a different point. Whether you’re behind or ahead, the most important thing to do is keep moving forward. Find your blind spot and be aware of it. It’s okay to not know, but listen, learn, educate yourself, and evolve along the way. If content is king, collaboration is queen — put resources behind your efforts and make sure you have diverse voices in your spaces and decision-making processes.

Josh Richards (center), COO of Game Composites, speaking at the panel "In America: Innovators Driving Change Through Manufacturing." PHOTO: Patty Valencia

State-Level Programs Offer Unique Opportunities 

With incentives for U.S.-based manufacturing like Georgia’s Quick Start program, the bike industry has the opportunity to find new partners in state governments to creatively and proactively invest in onshoring efforts.

New Government Offices Supporting More Americans Getting Outside

New and expanded Offices of Outdoor Recreation (ORECs) offer the bike and outdoor industries experienced state-level officials who share a common goal. They have the resources and funding to invest in recreation and want to partner with the bike industry to expand their area of influence.

Erik Broonsvort, author of From Marginal Gains to a Circular Revolution, presenting his keynote address. PHOTO: Patty Valencia

The Most Sustainable Bicycle is the One Already in the Market

There is a massive, untapped potential for boosting both participation and sustainability efforts through the used bicycle market. We need to rethink our business models to figure out where used bikes fit into the equation. By developing products that extend a bicycle’s end of life, we can keep them on the road and trails longer and out of landfills. Used bicycles also greatly lower the barrier to entry for new riders by providing a lower price point, allowing more people to access bicycling.

Bikes are the solution — but there is still so much to be done to make them sustainable. Our current model revolves around selling more and selling faster, which in turn leads to wasting more and wasting faster. By working to transition to a circular economy, one in which bikes are made to last longer, made of more sustainable materials, and considerations are made for post-end-of-life use, we can make a big difference. We don’t need to create a single “perfect” product for next year, but rather plant the seeds to make sustainable practices inherent to our industry manufacturing.

Gravel biking has a somewhat nebulous definition. It does not mean biking solely on small rocks, but rather exploring any variety of unpaved surfaces, with conditions ranging from smooth forest service roads to rutted out double track. The bikes are multipurpose — lighter than mountain bikes but burlier than road bikes — combining road bike geometry with mountain bike capabilities. With more than two million miles of unpaved roads across the U.S., there are opportunities for gravel riding nationwide. 

Gravel racing, one of bicycling’s fastest-growing sectors, features courses ranging from 30 all the way to 200 miles, many winding through smaller towns. Legendary competitions are held in places seldom heard of nationally: Emporia, Kansas; Stillwater, Oklahoma; and Cable, Wisconsin, to name a few. These small towns are uniquely situated for gravel riding because they have old farm roads, nearby public lands, and a sense of mystery that many big city riders are attracted to. Small towns offer many benefits for gravel racing, but gravel racing has reciprocal positive effects on the communities — towns that play host for a weekend can see economic, cultural, and conceptual benefits year round.

Outdoor recreation is not often associated with Kansas, even less so with the small town of Emporia, located about an hour’s drive southwest of Topeka. Visitors love the community in the Flint Hills because of the stellar quality of gravel, the people, and the big annual race. Unbound, a 100-mile race, began as a small ride of 34 people. It has since blossomed into an entire week of celebration with 4,000 riders at the starting line. It is called the world’s premier gravel event and attracts pros from around the globe. LeLan Dains, founder of Unbound and a bike shop owner in Emporia, said the biggest gain from this race is the sense of pride locals now feel as a “destination” instead of just a dot on the map. 

People, businesses, and nonprofits have all felt the effects of the event, Gravel City Roasters being a prime example. Operating under their current ownership since 2011, the downtown coffee shop has witnessed the changes in both Unbound and the city as a whole. The owner, Angela Baker, has developed relationships with returning riders throughout the years. As a safe space for the local LGBTQ community, the cafe seemed like a natural option for a fundraiser. The cafe partnered with pros Yuri Hauswald and Molly Cameron to raise funds for Bloom House Youth Services, an all-inclusive shelter for at-risk youth. When they held a shakeout ride on the Thursday before race weekend, the cafe expected 40 or 50 people at most. Instead, hundreds showed up and rode in support of the local shelter. The feeling that Unbound has brought to the town is unique. “Anytime a town organically builds what turns into an international event, there’s a lot of community pride that comes with it. The whole town looks forward to it every year,” says local Jeremy Johns. His brewery, Radius Brewing Company, in turn helps sponsor a smaller gravel race in nearby Americus, Kansas. These community-cycling partnerships are common, and can often reach farther than the small town itself.

Kansas is also home to a burgeoning NICA (National Interscholastic Cycling Association) league, currently in its second year. There are more than 200 competitors, with two dozen in Emporia alone. Cycling is becoming a sport starting at younger and younger ages in Kansas. Bikepacking routes are also being developed across the Great Plains, creating more access to the unseen natural beauty of the region. People have moved to Emporia solely for gravel biking. A prime example is what Dains called “the tale of two Bobs.” Two remote business owners from opposite coasts moved for the friendly small town and the Flint Hills. The draw of small towns, for cultural and recreational reasons, has only grown since the COVID pandemic with the explosion of remote work.

Gravel biking creates economic change, especially in small towns like Emporia. 4,000 riders race, but the actual number of people coming into town for the event is much higher. The Flint Hills of Kansas become engorged for race weekend with more than 25,000 out-. A 2018 study by Penn State put the economic impact of the weekend at $5.5 million. The sales tax, restaurants, hotels, grocery stores, and of course bike shops all share in the dollars flowing for Unbound weekend. This doesn’t count the number of people who come for a week before or after, as all of the professional riders interviewed for this story did. Visitors often return as well, both annually and more frequently. 

Gravel riding can bring people to small towns for both sanctioned events as well as training rides. Training for longer rides usually involves getting off the beaten path, meaning riders get to become familiar with small towns, and see changes that most people in a city wouldn’t otherwise notice. The small Texas town of Castell hosts the Castell Gravel Grind, a 550-person race that sells out within the first hour or two registration is open. The unique Hill Country topography and proximity to Austin and San Antonio make Castell a hot-bed for out-of-town visitors . Many stop at the local gas station/saloon/restaurant, the Castell General Store. This historic building is in turn supported by the race’s nonprofit partner, the Castell Preservation Association. This community ethic is reflected in the races themselves.

The biggest difference many professional racers note from road events is that gravel races feel egalitarian and community-driven. Everybody lines up at the same start line at many races, and people are there to complete a race with their friends instead of competing. In the words of professional racer Ryan Standish, “Gravel is much more communal. People are there for fun and to race with their buddies at the end of the day.” This communal feeling means tight-knit communities provide a perfect stage.

The cultural and economic changes gravel cycling brings are abundant for these small towns. Community members can have a positive local event to hang their hat on and urbanites gain a new appreciation for small towns off the beaten path. This appreciation can be expressed in return visits for training rides, learning new history, and interacting with people they wouldn’t run into in  everyday life. Gravel cycling has grown 109% over the last few years, and the opportunity to ride in safer, but still wild, environments means it is more than a passing trend for those looking to get out there explore by bike.

Gravel Biking Is Transforming Small Town America

When was the last time you arrived at work happy? If you’re a person who rides a bike to work, your answer is likely today! Employees who commute via active transportation give themselves an extra boost of dopamine compared to their driving counterparts. Luckily, creating a workplace bike culture to ensure more employees arrive happy is easier than you think. 

The key to starting a successful bike culture is having administration and senior leadership demonstrate support for bicycling. The good news is, support doesn’t require a major monetary investment. Taken from a survey of 650 individuals on biking at their place of work, PeopleForBikes gathered the best ways companies can show support for company bike culture. 

Our first list of support options come at no cost to the participating organization. These should be viewed as a great place to start and low-hanging fruit opportunities to kickstart a great workplace bike culture:

Recognition — acknowledge employees who bike to work at all staff meetings or in email newsletters. 

Organized group rides — team lunch rides are a great way to feel refreshed for the afternoon. 

Buddy (tandem) programs for staff who are interested in riding to work but don’t know how to get started or need help learning the rules of the road.  

Grace period (~15 minutes) to allow bike commuters time to shower after arriving at work. 

Flex time so employees feel empowered to take a long lunch or leave early on days when weather is ideal for bike riding. 

Webinar or in-person lunch and learn classes to answer biking FAQs (best gear for cold weather riding, how to change a flat, etc.)

Zero-interest financing for staff interested in purchasing a bicycle.

Once the above list has been considered and implemented, the next area of opportunity is to begin investing in the bike culture to foster additional growth. You’ll see from our low cost list that investment doesn’t need to be exorbitant — sometimes it’s the small things that are the most meaningful. The following items demonstrate to staff that administration supports them and wants to foster a culture where bikes belong. 

Food for participants. Bagels and coffee go a long way! 

Discounts on company products/merchandise.

Cover bike event entry fees or fundraising minimums (for charity bike rides).

Guaranteed ride home in case of family emergency or inclement weather. 

Bike repair stipend for an annual bike tune-up or other repairs.

Merchandise giveaway — popular on bike-to-work day during May Bike Month. 

“Instead of free parking, everyone gets a monthly stipend to spend on transportation. It can be used for parking, transit, or buying/maintaining a bike.” - Survey Respondent

So far we’ve touched on bike culture improvements that don’t require a lot of (if any) capital investment. The above items are all things that only take a little bit of time and foresight to help recognize the bicycle as a way to improve employee experience through transportation and/or exercise. The next area of opportunity are one-time investments that can extend bike culture to individuals who may not historically participate. 

Bike fleet for employee leasing/rental (electric bikes lower the barrier to participation even more). 

Improved infrastructure (indoor bike parking, tools, air, outlets for e-bike charging, bike wash station, lockers, showers).

Experiences — conduct a drawing to send one bike commuter on a paid vacation.

Sponsor a bike-to-work station (coffee, donuts, swag) for commuters.

“Showers, bike racks, and bike lockers are available for all employees. Also, flexible start times are helpful to reduce the stress of biking which can be unpredictable due to traffic, weather, and flat tires” - Survey Respondent

For organizations who see the value of the bicycle as a way to improve the lives of their staff members, the best practice is to invest in culture through ongoing benefits for participating staff. The following are some of the most popular ways to encourage and reward staff for choosing to bike.

Cash-based incentives to ride (i.e. $4/trip).

Philanthropic donations (“Ride 25 times and a donation will be made to your designated charity”).

“We get a commuter credit towards product purchases up to about $1,000 a year. We also have flex time schedules for 8 months of the year (October-April, as we are in a warm climate) that allows us to come in later, extend lunch, or leave early up to twice a week so we can ride our bikes in nice weather and during daylight hours.” - Survey Respondent

The bicycle is an amazing tool and has the ability to change lives in a meaningful way. For those who believe in the power of the bike, it’s important to allocate time and resources to give more people the opportunity to experience the joys of riding. Share this article with a member of your human resources or employee benefits team to put your organization on the frontline of employee wellness. 

Low Cost Ways to Improve Bike Culture at Work

On November 8, voters across the country approved nearly $3.6 billion dollars in local funding for new bicycle infrastructure, all of which were opportunities that PeopleForBikes tracked and raised awareness for through our VoteForBikes campaign. This money will go towards better on-street biking and walking infrastructure, new trail systems, park construction, and other active transportation improvements. The November election marks the culmination of our 2022 campaign, which saw a total of 42 successful pro-bike ballot measures, representing $4.2 billion in new local bicycle infrastructure funds this year alone. 

A few notable measures from across the country:

Voters in Cook County, Illinois, increased funding by $380 million for county forest preserves, which boast 150 miles of paved trails and 200 miles of unpaved trails for riding. 

In Teton County, Wyoming, voters extended a penny sales tax to approve 15 local projects, including two that will net $18 million for bikes over the next six years by creating safe routes to school, as well as fund bike/ped safety signage and other features in the town of Jackson.

Over in Wake Forest, North Carolina, voters supported a $14.4 million bond solely dedicated to improvements on three town greenways and the construction of nearly 5 miles of additional pathways. 

In Salt Lake City, Utah, voters approved an $80 million public land bond that will provide recreational opportunities and natural area protection, with an emphasis on several bike projects and trails. 

Voters in Salem, Oregon, supported a large municipal bond to fund critical infrastructure projects, with a stated focus on multimodal needs and park improvements. At least $25 million in funding will be specifically dedicated to safer bicycle routes and crossings.

In San Francisco, California, the combined results of Measures I and J maintained car-free space in Golden Gate Park and along JFK Drive, two of San Francisco's significant routes dedicated to biking, walking, and active transportation.

Funding for these measures and 35-plus others embodies the groundswell in community support for safer and more accessible infrastructure. Regular people in dozens of cities and counties voted to raise or extend property, sales, and/or income taxes to fund this new local infrastructure directly or via bonds. Many measures also established community oversight boards to ensure the projects are being built as intended and with robust community input.

A big thank you to the millions of you who were part of this success — by voting, spreading the word, or simply riding in your hometown and demonstrating the importance of this infrastructure. Stay tuned in 2023 as PeopleForBikes continues to monitor local elections and build awareness around opportunities for better biking infrastructure! 

Bicycling and the bike business has changed dramatically since 2019. PeopleForBikes is committed to improving all aspects of our data, statistics, and research program to continue the growth of our industry for years to come.

In December 2021, the PeopleForBikes Coalition Board of Directors approved a significant investment to expand our research and statistics program through 2024. This investment will improve the PeopleForBikes' Business Intelligence Hub and Member Center by increasing the geographic specificity of our data, ensuring better data accuracy and representation, and getting information to our members more quickly. 

This program expansion will create a more comprehensive view of bicycling in the U.S., allowing PeopleForBikes to better support bicycle industry growth, expand infrastructure investments, lobby for effective policy, and increase bicycling participation nationwide.

New Tools for Bike Businesses — In 2023, PeopleForBikes Will:

Enhance and extend participation and market sales data.

Address gaps in the direct-to-consumer, third party, and used bicycle markets.

Create new data tools including a Recreational Bicycle Access Tool; a quarterly risk and opportunity forecast from S&P Global; and PeopleForBikes-owned and directed research panels of consumers, retailers, and suppliers. 

Improve summarized and detailed reporting from all of our data sources to make insights relevant and actionable.

Expand the Business Intelligence Hub and develop an easily searchable research portal on peopleforbikes.org.

Ridership and purchase behaviors shifted in 2022, reflecting a year of market volatility, and many expect the overall bicycle market to retract in 2023 as a result of broader economic trends. PeopleForBikes’ research team is prepared to provide the industry with valuable resources as we enter the new year. Our new, more effective tools will help brands and dealers prepare for an uncertain short-term future.

A Data-Driven Bike Industry, Powered by PeopleForBikes

Inclusive Biking

Sustainable Transportation

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Bike Business

Recreational Bike Access

City Riding

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Battery Recycling

A Climate Solution

and onto their bikes

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Community Grants

Bike Webinars

Final Mile Campaign

Use the Ride Spot App to access great rides

PeopleForBikes News

Our Top Lessons Learned From SHIFT‘22

Gravel Biking Is Transforming Small Town America

Low Cost Ways to Improve Bike Culture at Work

Bikes Win Big at the Polls

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