Case in point is this article in the LA Times by staff writer Leslie Earnest on commuting by bike that Lance pointed out to me on Tuesday (I live in San Diego County so I don’t get the LAT): “Bikes Help Commuters get around gas prices“. Now there’s been no shortage of articles in the mainstream, non-endemic media lately about the growth in cycling as a response to rising energy costs, but I think it’s important to highlight this exposure that our industry is getting – especially when it’s the cover story of the business section of such a widely read paper such as the LA Times.

Customer being helped at Cynergy Cycles in Santa Monica, California

The gist of the article is pretty typical: more people are riding bikes because of high gas prices. The quality parts of the article are that it focuses on the business aspect and how sales are up as a result of the energy situation and features quotes from a variety of industry members on the subject including Tim Blumenthal of Bikes Belong, Amanda Schulze of Burley Design, Fred Clements of the NBDA and Bruno Maier of Cannondale Sports Group.

The article is accompanied by a couple of photos taken at Santa Monica’s Cynergy Cycles, and also has interviews with retailer Rock N’ Road Cyclery of Orange County. Matt Ford of RNR comments at the close of the article that bike sales are “up double digits.” Jim Whitsett of Cynergy states similarly that he’s seen a jump of 20% just over the last 30 days. Good news for the industry for sure, but Clements of the NBDA cautions that the majority of sales in shops are still from recreational purchases and that segment is sensitive to the bad economy and people watching their spending more carefully.

Similar situation across the country?

It’s been a while since I worked in a shop, but I believe that the 27″ inch size is just a bit larger in diameter than the 700c that is the current road bike standard. I’m sure the quality of 27″ tires is much better now, but it seems like all the 27″ tires I remember replacing at the shop ages ago had sidewalls made of cheap gum rubber that had totally dry rotted.

Any bike retailers out there reading this seeing many older bikes that haven’t seen action for awhile coming in for rejuvenation treatments to become commuters?

Matt begins with an observation that is probably a very widely held assumption across the industry and biking community currently:

A perfect storm is building of people who cannot afford gas, who realize they have to change their lifestyle to save the planet and believe bikes are the answer.

We’ve all witnessed it: the train in the morning is overflowing with bikes, buses are turning bikers away because the Sportworks on the front is full, and retailers are seeing more people dusting off old bikes and bringing them in for service to start riding to work. More and more politicians and celebrities are being photographed on their bikes and Barack Obama just granted a private meeting with bike industry leaders last night. These are new riders from the proverbial 161 million non-riders we’ve all been trying to reach, right?

As Matt goes on to write, though, the “storm wind should be blowing these new consumers into the nation’s bike shops … but it’s not happening.”

Tim Parr of Swobo supports that statement early in the article by saying, “these new customers cannot find the product they want because it’s not an enthusiast’s bike.” Bicycle dealers are great at serving the needs of enthusiasts but not so much the needs of these new bikers.

I think we can all agree with Matt’s line that “the enthusiast market is not where the growth and excitement is now.”

In addition, alternative retailers and retail channels have sprung up to serve this new, market. These include surf and skate shops, apparel boutiques and – brace yourself – internet direct sales. That last one is a taste of a topic for a whole other post: how retailers are still not fully embracing the internet to grow their businesses and how certain manufacturers are “holding back” retailers from taking advantage of the internet. Talk about a hot button issue…

So what are these bikes that these “neo-bikers” are looking for? How about the urban fixie trend? We’ve all read enough BikeSnobNYC posts and have seen fixies turn up under suburban teens farther and farther away from the city centers where the category was born to know that these are huge. While a few manufacturers have stepped up with models to serve this market (and their dealers with product), for the most part, consumers are forced to look to alternative channels to get what they want. The fixie trend is also bringing with it an opportunity that the bike industry has longed for for eons: a lifestyle market, the likes of which the surf and skate industries have enjoyed since the dawn of their sports. Non-enthusiasts are not going to – or even thinking about – bike shops for this.

Another type of bike that the neo-biker is not finding is a $300-$500 “just-a-bike” bike. Many bike shops have been profiting from $8,000 custom road bike sales over the last 10 years or so and can’t serve the needs of the neo-biker. I can remember my dad balking at paying the $800 for a mountain bike that the shop salesperson proposed years ago when I convinced him to try cycling. He told me that $300 was about what he wanted to pay for a bike to ride around town. We enthusiasts and industry members would consider $800 about right for an entry-level bike. How many people are turned away by the higher than expected prices for bikes.

I don’t want to give away the whole article before you have a chance to read it, but I tend to agree with Matt on so many of these aspects that contribute to the challenge that bike shops apparently are facing in addressing this surge of new riders. From manufacturers increasingly encouraging dealers to make larger commitments to their brands that in turn causes the dealers to lose the ability to change quickly with the market place to non-cycling brands like RVCA (and here from a non-bike blog) and Paul Frank making inroads into the bike market through their networks of non-traditional bike retailers, there are some great points to think about.

What I have seen in my limited exposure to this market is that on the train every day that I commute, I see alot of inappropriate bikes being used. Obviously, they’re all bikes and it’s great that they are being ridden, but I think we can do better for these neo-bikers.

I don’t know, am I wrong?

While I never buy from this station, the overall trend is now REALLY starting to play with the economics of bike and mass transit commuting options versus driving. SoCal is not exactly designed for easy mass transportation use given the infamous suburban sprawl of the region and car-centric mentality of the original urban planners (effectively the developers and politicians), but I think it will finally start to noticeably affect pocketbooks and wallets.

I’ve got to start up the bike commute again now that there’s enough daylight at the end of the day for the 14 mile bike leg of my multi-modal commute (which includes a train ride up the coast to Orange County). With my kids’ school schedules in the morning and wife’s work, I can only do it two days per week, but gas prices should now make it a financial win as well as a Wilford Brimley-esque “right thing to do”?

So the high gas prices are painful, but it’s a good thing for the bike industry, right?

The article that Jonathan Maus of the awesome bikeportland.org blog discovered recently was written with the Summit in mind by columnist James Peirce of the Washington Post Writer’s Group. Mr. Peirce goes through a list of issues that have been in the headlines recently that all point to a very favorable atmosphere for the growth of the use and acceptability of the bicycle as a legitimate form of transportation and dynamic solution to many of these problems. (That last point also eloquently brought up by Interbike show director, Lance Camisasca, back in 2006, btw.)

Jonathan does a great job of describing the article and has some nice pull-quotes, so I’ll avoid echoing here. Of course, you should read the whole article itself, but one snippet at the end where he describes the significance of Portland’s Bike Boulevards seems an important point, so I’ll excerpt it again here:

“But perhaps most importantly, they’ve marked a major shift from meeting needs of expert and intermediate cyclists. The focus, instead, is on making cycling welcoming for everyone — kids, families and novices included.”

We “expert and intermediate” cyclists in the industry can tend to forget the needs of the masses of non-riders (the 161 million, as I’ve often heard quoted as their number) that we are trying to encourage to leave their cars in the garage. It may be tough to paceline in a bike way or path, but that’s not really the point, is it?

Have fun at the Summit – and go do some good!