This weekend, the fastest mountain bikers from across the globe line up in Midway, Utah, for the WHOOP UCI Mountain Bike World Cup. Taking place at Soldier Hollow from September 19–20, it’s one of only two U.S. stops on this year's World Cup calendar and the first year of a three-year agreement for the legendary Olympic venue.

While the race results will be the front page news, a story also worth telling started seven weeks ago when a group of brands, retailers, athletes, and local riders decided a good course wasn't good enough.

Soldier Hollow earned this race. The venue team spent months building a course that met UCI and Warner Bros. Discovery requirements, then stress-tested it at SoHo Bike Fest, a national-level event that helped bed in the track. Olympic silver medalist Haley Batten — who grew up twenty minutes away from Soldier Hollow — rode it repeatedly during her break from the World Cup tour.

Athlete feedback pointed to a handful of specific sections that could be sharper: better racing for the field, better sightlines and drama for the crowd. The fix was straightforward, but the timeline was not. Roughly $60,000–$70,000 in trail work was required seven weeks before the world showed up, and trail crews needed firm commitments before they could pick up their tools.

There was no committee and no campaign. Five people who normally occupy very different corners of the bicycling world put their names on a letter and sent it to everyone they knew. Haley Batten, the Olympic silver medalist whose home trails were at stake. Hap Seliga, president and CEO of Scott USA. Luke Bodensteiner, the general manager at Soldier Hollow, who had the venue and the deadline. Eric Porter, Canyon athlete and one of the most recognizable faces in Utah mountain biking. And Jay Burke, founder of an iconic Park City bike race.

An athlete, a brand executive, a venue operator, a local legend, and a former race director. Between them, they could reach almost anyone in American cycling, and they did so in a matter of days.

Scott USA, Giant, Canyon, Specialized, ENVE, SRAM, Contender, Woodward, The Bike Shoppe (Ogden), USA Cycling, PeopleForBikes, Jenson USA, and Backcountry all stepped in alongside individual local donors, with funds routed through the Utah Olympic Legacy Foundation. The funding gap was closed, and the crews went to work.

"We are stoked to share that with your quick action and commitment, we did it. We raised the funds needed to make all the improvements to the Soldier Hollow MTB World Cup track. Haley Batten and other athletes are back in the U.S. after the last couple rounds of World Cup action, and after riding the improved course the feedback has been pure enthusiasm. This project will help ensure we have exciting racing for the athletes and a stellar event for the fans, taking a huge first step toward making this a legacy event for Utah and the United States,” said Seliga.

At PeopleForBikes, we always talk about leaving a legacy of bicycling. This is more than a weekend upgrade. It’s an investment in a permanent piece of American mountain bike infrastructure — a World Cup–caliber training ground on par with the European venues where our athletes have historically had to travel to hone their craft.

I caught up with Haley a few days out from her first home World Cup. She's represented the United States at the elite level since 2021 and took silver at the Paris Olympics in 2024. This weekend, she races in front of the people who put her on a bike in the first place.

What is it like to be racing a World Cup in your backyard?

"I'm still processing it. It's been a dream — I never thought that would happen in my racing career. It's surreal. We live overseas, racing our bikes, and now we're bringing the very best here to see my home, to show off the place where I grew up. My friends and family will be there. My dad and I used to ride together so much. A lot of my extended family don't really understand what I actually do. I think this will explain it in a way they can finally see the magnitude of."

The course improvements happened because the cycling community rallied around it. What does that kind of support mean to you as an athlete?

"Aside from Lake Placid, I don't think anyone has built a world-class race like this here. The way people jumped in is so heartwarming. Cycling has given me a career, and I want to highlight that. All the brands coming together to support it is really special. We believe U.S. mountain biking is the best the world has to offer — from Park City to Heber to Moab to St. George. Heck yeah, we want people to see what it's like to be part of that."

Hap mentioned Soldier Hollow could become a training ground heading into the 2028 LA Olympics. What would it mean to see the next generation of American riders come up through this course?

"Throughout my career, the World Cup was always so far away. This is closing that gap. Our NICA teams can see themselves in it because of this event. It injects more energy into the whole system. We're leaving something behind with this course for generations to enjoy — whether that's becoming the best in the world or just the best version of themselves.”

"And if competing isn't your goal, I hope you just ride your bike because it's fun and it's good for you. There are so many benefits. I hope you can ride a bike to school, go on family rides, ride to the grocery store."

You’re five days out from lining up against the world's best. How are you feeling?

"I feel the energy building. I need to stay relaxed. It's a big goal — and not just my own performance. Beyond that, it's about showing my support for everyone who enabled me to be here."

Racing at this level does something that's hard to measure but easy to feel: it turns people watching into people riding. Someone drives over on Sunday, stands in the crowd for two hours, then goes home and pulls a dusty bike out of the garage. A kid on that hillside Sunday afternoon will likely show up to a NICA practice in the spring — and might still be riding fifty years from now. That happens when elite-level racing is close enough to reach.

What happened at Soldier Hollow is a compact case study in how our industry succeeds when it works together. A clear problem. A specific number. A short deadline. Competitors writing checks toward the same goal because a better course serves everyone. 

You Don't Need to Know Anything About Bike Racing to Love This

Here's the part I want to say directly to anyone in Utah who has never watched a bike race in their life.

Come anyway. This is one of the rare sporting events where you don't need to understand the rules, the standings, or a single rider's name to have a great day. You will stand on a hillside in the Wasatch in September. Riders will come past you close enough that you can hear them breathing and hear their tires skip across the rocks. Then they'll come past again. And again. That's the whole format — a lap course, over and over, the gaps opening and closing in front of you in real time.

Bring your kids — it's built as a family day. Bring a cowbell if you own one. Yell at strangers in spandex. Experience the magic of World Cup racing on U.S. soil.

This weekend matters to us at PeopleForBikes not because a few hundred people are racing, but because of what Haley said: if competing isn't your goal, I hope you just ride your bike because it's fun and good for you. Ride to school. Ride with your family. Ride to the grocery store. World Cup weekend is the loudest possible argument for something very simple.

When: Saturday, September 19 and Sunday, September 20, 2026

Where: Soldier Hollow Nordic Center, 2002 S. Olympic Dr., Midway, UT — about 50 miles from Salt Lake City and 20 minutes from Park City

Saturday: Short Track. Fast, loud, and under 30 minutes per race. The best introduction to the sport there is. U23 women and men race in the late morning, elite women go at 1:00 p.m., and elite men at 1:50 p.m.

Sunday: Cross-Country Olympic. The main event and the full distance. U23 women at 9:00 a.m., elite women at 1:30 p.m., elite men at 3:30 p.m. If you can only come for one thing, come Sunday afternoon.

All times Mountain. Broadcast, volunteer, and lodging information is available at ucimtbworldseries.com.

If you're in the industry and you helped make this happen: go stand on the hill Sunday afternoon and watch what you helped make possible.

If you're everyone else: a World Cup is coming to Utah, the community built the course it deserved, and the gates are open. 

How the Bike Industry Helped Transform a World Cup Course Ahead of an Olympian’s Hometown Race

On Sunday, August 30, the Philadelphia Cycling Classic returned to the city for the first time since 2016. A 14.4-mile circuit off the Benjamin Franklin Parkway. A 17% grade on Levering Street that riders have called the “Manayunk Wall” since 1985. Equal purses of $75,000 for the women's and men's fields.

Five of the women on that start line ride for KRT QRT, a club founded in Northwest Philadelphia seven years ago by riders who had never raced anything. They lined up in a field that included Union Cycliste Internationale (UCI) World Tour teams.

The results of the race is not the point of this story.

"No matter the results, being out there was a great opportunity for our program,” said Curran Swint, founder and owner of KRT QRT. “It opens us up to more invites, more sponsorships, and more opportunities for what we're trying to do in cycling and in women's sports."

Everything Below This Line, I Learned on a Bike

Curran Swint and I did not sit down for this interview. We rode.

I should say up front that being in Philadelphia was not a neutral assignment for me. I lived here until 2011. I met my wife here where we both became part of this vibrant cycling community. Our house sat just two blocks from the top of the Manayunk Wall. 

When I left the city, the race was still running and KRT QRT did not exist. Both of those facts have since reversed.

Swint showed me a Philadelphia I thought I knew. He met me at Volo Coffee with the route already in his head, and for the next two hours he pointed out the streets where he learned to ride and the connections that did not exist when he started — or when I lived here. 

Partway through, we stopped at Rowhome Coffee for lunch and ordered sandwiches on Philly soft pretzels — the correct way to eat in this city — and kept talking.

You learn different things about a person on a bike than you do across a table. What they point at. When they stop talking on a climb and when they don't. Who they wave to.

Swint was not a cyclist. In 2017, at Wild Styles Barbershop in Germantown, he noticed a barber who looked different than a few months earlier. The barber told him he had started riding a bike.

Swint borrowed a bike and a helmet from his brother and started showing up to Kelly Drive on Sundays with friends from the shop. Four riders soon became nine. In 2019, the group rode Ben to the Shore — 65 miles from Philadelphia to Atlantic City — raised money for uniforms, and became a team. That fall, Swint reconnected with Henry Wallace to build the organization.

KRT is Kings Rule Together. QRT is Queens Rule Together, formed to serve women riders who were not seeing themselves represented anywhere else in the sport. The club is now home to hundreds of members across 25 states and five countries.

KRT QRT's racing program fields more than 30 competitive members, Category 5 through Category 1, men and women, across nine states and Washington, D.C. They race road, criterium, track, and cyclocross. The pro women's program is about two years old.

That geographic spread would fracture most volunteer clubs. But KRT QRT holds it together with structure that most clubs do not build — and with a piece of hospitality that has nothing to do with bikes.

"Cookouts, barbecues, celebrations — that all comes from my culture. I always want people to feel like they're welcome, like they're home, like they're family. So it just became natural,” said Swint. “Anytime you come to our tent, it's a communal tent. You want something to drink out of the cooler? You want to sit down? I know how it feels to go somewhere and it's hot out and you don't know anybody. You never know what kind of day somebody will have. So you just be kind, and you open it up."

The practice of gathering as an act of joy is a durable tradition in Black communities, one that’s been documented as a form of care and continuity, not just recreation. Swint brought it to bike racing, a sport often organized around the opposite instinct: arrive, warm up, race, leave.

It converts. Swint described what happened at a race over the weekend.

"One of the guys I work with, Hector, invited some people out,” Swint said. “They came in regular clothes one day. The next day they were all dripped out in KRT racing gear."

That is the entire participation funnel, and it cost the price of a cooler.

Most cycling clubs are organized around a ride. KRT QRT is organized around a membership, with the bike ride being one of member benefits.

The club outgrew Instagram years ago. It runs on a members-only Slack workspace now — a general channel, a women's channel, a Kings channel, channels for events, and a channel for every hub: Philly, North Carolina, Virginia Beach.

"As we got more members, we needed somewhere that could hold everybody. Slack keeps everything in one place. It also keeps the membership exclusive — early releases, things everybody isn't privy to,” said Swint. “People sell merchandise, put out training plans, sell off old wheels or a groupset, plan a trip. It's an open opportunity for people to do business with each other instead of going somewhere else."

A member traveling for work can find a group ride before they land. Members sell each other equipment, coach each other, and plan trips together inside a channel operated by the club.

This was the part I did not understand until I was on the bike with him. Swint does not talk about KRT QRT the way other club presidents talk about their clubs. He talks about it the way someone talks about people he is responsible for.

Participation Data Proves This Is the Work

PeopleForBikes has long been examining who rides and why, and the findings point to exactly what KRT QRT excels at.

A record 112 million Americans — 35% of people ages 3 and older — rode a bike at least once in 2024, the highest participation rate since the study began in 2014. Participation has grown 14% since 2016, outpacing U.S. population growth by more than threefold.

That growth is coming from casual riders. People who ride twice a month or less grew from 53% of participants in 2016 to 60% in 2024. More than two-thirds of them say they want to ride more than they currently do.

That is the gap. Millions of Americans have a bike, have interest, but are not riding. Safe places to ride addresses part of the gap — 53% of riders in the 2024 study reported worrying about being hit by a car. But infrastructure does not answer the other question a new rider asks, which is whether anyone will be glad to see them show up.

A club answers that side of the gap. And once someone is in, KRT QRT gives them somewhere to go.

"We have a pipeline,” said Swint. “You may not get a call from those other programs. But hey — you might fit our system a little better, and we're a local team where you can actually see yourself."

Swint was a casual rider in 2017. He is now sending a team to a UCI-sanctioned race. That is the kind of conversion the bike industry is desperately looking for.

Philadelphia Crossed the Line That Matters

Philadelphia scored 54 in PeopleForBikes’ 2026 City Ratings. The average score across all rated U.S. cities in 2026 was 36.

That 54 matters for a specific reason. According to the 2026 City Ratings summary report, a score of 50 is the point at which a city's low-stress network — bike infrastructure suitable for people of all ages and abilities — becomes connected enough to generate real momentum toward broader bikeability. Below 50, riders hit gaps that end trips. Above 50, the network starts compounding: more accessible destinations, more riders, and more support for the next project.

In 2026, 555 U.S. cities scored 50 or above, up from 234 in 2025. Of those 555 cities, 231 crossed the threshold for the first time.

Philadelphia's subscores show where the work is: the city’s retail access scores 71, while recreation (47), core services (48), opportunity (48), and transit (49) all sit below the connected mark. The city ranks 437th of 3,019 U.S. cities.

I saw what that score of 54 meant from the saddle. Swint kept pointing at things — a lane here, a connection there — that did not exist when he started riding in 2017.

I have a longer baseline than he does. Philadelphia was already a serious bike city in 2011, but I rode routes on this trip that I would not have chosen back then, on streets I used to avoid. That is what a score above 50 looks like from a bike: not just a single new lane, but an entire route that’s safe to ride.

Philadelphia now has both halves of the equation: a network above the tipping point, and a community organized to get people onto it.

Swint did not describe the Philadelphia Cycling Classic in terms of results. He described a room.

"It really hit me at the managers meeting. I was one of the few people of color in the room, representing not just my hometown but up-and-coming riders in general,” Swint said. “Being on this level was never technically a goal. But it felt good to be in that room, in that conversation — and to open those doors for other people."

"People came up to me. They came up to the team. It was all love. A lot of teams, you hear about them, you see them, but you don't know how they came about. You don't see their upbringing, their makeup. You may not even know the owner. People knew who we were. Even if they don't follow us, they recognize the brand, the colors, the crowns."

When the Cycling Classic Came Back to Philadelphia, It Found Something New

Each year, thousands of riders descend on the desert city of Tucson, Arizona, for one of America’s most iconic cycling events: El Tour de Tucson. In 2025, more than 11,000 participants took part, a clear sign that events like these aren’t just surviving, they’re thriving. Even more compelling, nearly 60% of riders were new to the event, underscoring how mass-participation rides are driving growth by inviting new people into the joy of bicycling.

“We’re seeing incredible momentum. It’s a sign that people are not only riding more, they’re craving community and challenge," said T.J. Juskiewicz, executive director of El Tour de Tucson. “Events like El Tour are more than races — they’re economic drivers, charitable engines, and invitations to ride for a cause. That’s why we’re seeing families, first-timers, and pros line up together.”

Events That Build the Participation Flywheel

PeopleForBikes’ recent blog series on ridership trends highlights the need to focus on converting casual interest into lasting participation. Events like El Tour de Tucson are doing just that, creating moments that spark a deeper connection with bicycling and the broader bike community.

This year’s event welcomed riders from 49 states and 12 countries. Gender and age breakdowns show the ride is truly intergenerational and inclusive, with a strong turnout among women and riders over 50. As we noted in our blog, these are exactly the kinds of riders that can transform the long-term health of bicycling if we nurture their experiences beyond one-time events.

El Tour is also an on-ramp for people inspired by platforms like Peloton. Former pro cyclist and current Peloton instructor Christian Vande Velde was in Tucson for a pre-ride event, drawing fans who first connected with him virtually but then showed up in person to participate. It’s a clear example of how digital cycling platforms can be a bridge to outdoor riding and real-world connections.

“It was amazing meeting riders who told me they started with Peloton and came to Tucson to experience their first real group ride. That’s what cycling can do. It builds confidence, changes lives, and brings people together,” said Vande Velde. “I’ve raced around the world, but nothing compares to the energy of 11,000 people riding for something bigger than themselves.”

For nearly 40 years, El Tour has been a mainstay in Tucson’s cultural and economic calendar. In addition to offering ride distances for all ages and abilities, from the 102-mile flagship ride to shorter, family-friendly routes, the event serves as an entry point for new cyclists, a reunion for seasoned riders, and a celebration of mobility, fitness, and fun. This year’s ride welcomed participants of all ages, backgrounds, and experience levels:

This kind of accessibility is critical for growing the base of casual riders, a key theme in our work at PeopleForBikes.

The story doesn’t end with participation. El Tour is one of Tucson’s largest tourism draws and economic engines, often cited as the city's second-largest economic driver behind the Tucson Gem Show. Riders, families, vendors, and sponsors bring millions in local revenue, and that’s before you count the ripple effect on bike shops, restaurants, and hotels.

This ties directly to our blog, Where People Ride Bikes, People Buy Bikes, which shows how strong participation creates meaningful returns for local economies. When cities invest in events and infrastructure that welcome riders of all abilities, everyone benefits — businesses, communities, riders, and more.

As cities across the U.S. look to grow participation and reap the rewards of active transportation, El Tour de Tucson offers a replicable playbook:

Create a welcoming, inclusive ride experience

Invest in safe and scenic routes for year-round riding

Partner with schools, nonprofits, and businesses to drive local involvement

Build cross-sector support from public health, economic development, and tourism partners

Participation numbers tell one story. The real magic is in what happens afterward. El Tour builds habits, confidence, and a sense of belonging that stays with people long after they cross the finish line. Events like these don’t just drive single-day activity, they fuel the long-term success of the bicycle industry and healthier, more connected communities nationwide.

Riding Together: How El Tour de Tucson Boosts Participation, Community, and the Local Economy

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

At PeopleForBikes, we believe we can all do more to grow the cycling community. We’ve been doing the work for nearly 20 years and we want to keep the momentum going. We’re committed to improving inclusiveness in our messaging, broadening the audiences we reach, and increasing our staff diversity. Join us as we learn from various voices in the cycling community. Together, we can turn what we learn into action. Follow our series on inclusiveness.

Max Fennell is a pioneering African American professional triathlete. He’s also known as “The Machine” on the CBS elite-athlete challenge show Million Dollar Mile, and in his spare time he mentors young minority athletes through Tri-Masters out of Chicago.

Encourage — don’t discourage — kids

If you rode a bike as a kid, you probably remember the charge of excitement you got doing a wheelie or riding off a curb to impress your friends. And you probably remember someone telling you to stop — that it’s dangerous. Instead of discouraging kids from doing tricks on bikes, Fennell thinks the industry should foster it. “If you’ve got kids in every neighborhood of the country ripping around the streets on BMX bikes like I used to, what better way for the industry to market to those kids then to support things like bike parks,” Fennell says. If you keep kids interested in bikes from the beginning, they’ll likely transition into other versions of biking. “Kids who get a thrill out of doing a trick on a BMX bike might get the same thrill out of jumping on a fixie, or racing a mountain bike. There’s a progression.”

Create inclusive events and find new partners

When he was getting his start in triathlon, Fennell volunteered with Tri-Masters out of Chicago, and wants to start something similar where he lives in California. The organization started in 1987, when triathletes Bernard Lyles and Alvin Hartley decided to do something to actively get more young African American and Hispanic Americans into the sport. Now that Fennell has found success in triathlon, he feels like it’s even more important to support Tri-Masters. Fennell believes that investing in minority athletes is crucial in order to grow the sport, and in order to grow the community.

MAX FENNELL Triathlete

According to Fennell, it’s not tough to appeal to a broader audience — especially when it comes to young people. “Reggie Miller rides bikes. LeBron James rides bikes to warm up for basketball. Football players are getting into bikes.” Fennell says there’s room to target different demographics — to get lots of kids excited about bikes. Marshawn Lynch has already supported SE Bikes with roll-out events in Oakland and beyond. There are all kinds of bikes and all kinds of people at these rideouts — it’s about having a good time. Fennell believes this kind of ride, promoted by people who kids already look up to, can get cycling into the hip-hop urban community in a really positive way.

How to Grow the Bike Community: 3 Ideas from Top Triathlete Max Fennell

Gloria Liu, writer and editor-at-large for Bicycling Magazine, and champion of diversity, didn’t grow up thinking she’d one day charge down mountains racing enduro, or go speeding around tight corners in a crit race. But her love of snowboarding, nature, and speed served as the gateway to various forms of biking.

Liu approaches her writing with  a diverse audience in mind. Her vision is an industry where everyone feels comfortable and welcomed — where going to a bike shop or on a ride is fun and engaging for all.

 Three ways bike businesses can boost diversity

 1. Representation matters: cast a wide net when hiring

“One of the biggest things an organization can do to promote diversity is hire a diverse staff,” Liu says, believing  a more inclusive bike community makes us all stronger. Liu’s experience with Bicycling Magazine has shown her that people of color bring unique experiences and insights to any organization. “People of color are irreplaceable resources in helping an organization navigate the tricky nuances of representation,” Liu says, “so you do things the right way, and signal a good intention to your audience.”

Some might argue that a diverse staff can’t happen overnight, or is more difficult to achieve in certain parts of the country than others. Liu suggests that meaningful actions can still be taken. For example, she says that she wanted to do something for Black History Month this year. “So we did a post about awesome black cyclists who folks should follow on Instagram. It’s possible some people thought, ‘Oh, they’re just doing it because diversity is a buzz word.’ That wasn’t our intention, but a more cynical audience might think that.” Liu says the alternative is taking no action — not elevating people of color and allowing them to continue to be less visible. And that’s not acceptable. “So we did it, and we asked Ayesha McGowan to write it and pick her favorite black riders to spotlight, and it got a really great response. Basically, you can’t be afraid to do things and not contribute to this movement just because you think you might mess it up. If your intentions are good, it will come through.

Inclusiveness takes work. For a group that isn’t internally diverse, inclusiveness might seem forced at first. “Bicycling [Magazine] has long made it a priority. So when anyone has an idea for a story about a cyclist from an underrepresented group, everyone from edit to art rallies to make it look and feel really great. That’s huge and makes it sustainable and consistent.”

Liu says it might take a conscious effort at first. “It might feel like ‘checking a box.’ But if you keep making the effort, you will naturally open your eyes to more great stories from underrepresented groups.”

There is strength in sharing stories and making connections. Liu proved this at the recent Women’s Off-road Cycling Congress event in Boulder, CO, where she gave the keynote address to a packed room. Sharing her experiences with other women and those under-represented in the bicycling community is her way of connecting and passing on knowledge. It’s how she helps others get the most out of their equipment and their riding.

How to Grow the Bike Community: 3 Ideas from Gloria Liu

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