At PeopleForBikes, we understand that participation drives the bicycle market across every rider type, price point, and geographic location. When people ride more, they buy more. And bicycling benefits more than just the bike business. When people ride more, they are also happier, healthier, and their communities become more connected and prosperous.

PeopleForBikes is leading the charge to better understand and grow the base of people who ride bikes in America. In support of this work, our new blog series explores what the latest research tells us about who’s riding, how often, and why it matters for the future of bicycling and the bike industry. We’ll share insights from our 2024 U.S. Bicycling Participation Study, annual reports from the Physical Activity Council, and stories from local communities nationwide to gain a deeper understanding of how we can help transform casual riders into lifelong enthusiasts.

First, let’s talk about riding trends in the U.S., starting with the good news.

Since 2016, participation in bicycling in the U.S. has grown by 14%, outpacing population growth by more than threefold. That means more people are discovering the joy of riding a bike than ever before.

Participation reflects the number of Americans ages 6 and older who report riding a bicycle at least one day in the past 12 months.

That growth is being driven by casual riders — people who ride twice a month or less. In 2016, these casual riders accounted for 53% of the participant base. In 2024, that grew to 60%. Though the pie is getting bigger, the enthusiasts who ride often and invest in mid- to high-end bikes, apparel, and gear aren’t necessarily growing with it.

This shift toward casual participation is happening across the outdoor economy. According to the Outdoor Industry Association’s 2025 Consumer Behavior Report:

• 92% of outdoor participants are casual or active, not “core.”
• Specialty retailers are seeing more traffic from casual participants than elite athletes.
• Emotional drivers like fun, life balance, and confidence now matter as much as performance.

The Opportunity: Every enthusiast starts somewhere. Our job is to make sure they keep riding.

While this shift toward casual riding might seem like a warning sign, we see it as an opportunity. More than two-thirds of casual riders want to ride more often, suggesting that they are as close as one great experience away from becoming core enthusiasts.

In the next edition of this series, we’ll dive deeper into casual riders — who they are and how we can engage them to not only support the bike industry but also create a happier and healthier world.