City Cycling 101: Selling to a New Urban Bicycling Market Mike Bennington Grant McLean

Drivers to Promote Cycling Lake Sagaris, 2012

Bicycle Sales Trend In Canada

Bicycle Sales - Market Channels

Shift towards Pavement bikes Bicycles for pavement riding have increased in sales. Mountain bikes no longer the dominant product category.

Competition for the Enthusiast Customer

Cycling Participation Trend

Participation Frequency The “hardcore” frequent cyclist is the minority type of cyclist.

Canadian Participation

Urban Cycling Participation Trends

Downtown Toronto Cycling mode share Cyclists in North American cities often spend more money per capita than drivers and transit users: In Toronto and Portland, after pedestrians, cyclists are responsible for the largest monthly per capita spending within a particular area. -OTREC, 2012; TCAP, 2009; 2010 In New York’s East Village – where bike lanes are in place – cyclists top all groups, including pedestrians, in monthly per capita spending. -Transportation Alternatives, 2012 Bikeportland.org Data Sources: City of Toronto Open Data 2012 and Transportation for Tomorrow Survey, 2006 Emily Watt, 2012

Montreal Downtown Cycling Bikeportland.org source: Godefroy and Morency, 2012

Participation Summary New cycling Opportunities Urban Young riders Female cyclists New Canadians Moving up

Changing Transportation Behaviour

Word on the Street What’s your local bike store?

Traditional Marketing - Appeal to Enthusiasts

Experiential Marketing - New/Potential riders

Experiential Marketing - Engage ●Get out there! ●Unconventional ●Fun ●Music ●Food ●Social events

Experiential Marketing - New/Potential riders

BUT… Who has the time and resources???

Attracting New Cyclists through Partnerships Local Independent Businesses Be a community catalyst and co- produce events to mix customer bases. ●Share resources ●Cross pollinate ●Create experiences

Attracting New Cyclists through Partnerships Photo courtesy of Dandyhorse Magazine

Organizational Partnerships

Curbside Cycle, 2012 ACKNOWLEDGE On The Sales Floor

Curbside Cycle, 2012 On The Sales Floor QUALIFY DKNG Studios

Curbside Cycle, 2012 ENGAGE On The Sales Floor

Curbside Cycle, 2012 On The Sales Floor LEGITIMIZE Linusbike.com

GET THEM RIDING! On The Sales Floor smithratliff.com

Conclusion and Take-Aways 1.Opportunity for IBDs 2.Understand and accommodate Barriers 3. Change your sales approach