OFF TRACK 6%
Just six per cent of adults say they haven’t changed their spending habits in response to the economic downturn (Source: Mintel).
3
Three shops took part in the Raleigh TV pilot. No, not a new sit com on the BBC starring bike dealers, but clever new interactive POS from the brand, being
rolled out to more dealers this summer. More at
http://tinyurl.com/mpgpxgo
Daniel Gillborn, Director
What Women Want 100% SPIN London Cycle Show is currently 100 per cent independent, but will be looking for potential sponsors for the November and 2014 shows.
AS A sport, cycling can sometimes suffer from the same unbalanced gender representation that many other elite sports do. It’s not surprising when you consider the past 50 years of the sport have largely been dominated by male road racing but, over the past decade, there has been a noticeable change. With the likes of British Cycling investing significant time and money into women’s cycling, the future looks very positive. According to British Cycling research, since 2008 latent demand for cycling among women has increased from 800,000 to 1.1 million and 40 per cent more women are commuting by bike. So what caused this increase? You only have to look at Team GB’s Olympic and Paralympic success over the last four years (Beijing to London) to see that female cyclists have garnered an astonishing number of medals, claimed countless titles and have raised the profile of women in sport exponentially. Cyclescheme’s ambassador, Dame Sarah Storey, has herself won six Gold Paralympic medals in cycling and has proved to be an incredible source of inspiration for cyclists (and non-cyclists) everywhere. There is no doubt that there is still some way to go
when it comes to increasing female participation in cycling. When it comes to commuting, we have seen a steady increase in the number of women opting to join the Cycle to Work scheme. We know that 25 per cent of Cyclescheme participants are female, for example, but we’re keen to see this percentage grow. We’re working very hard to break down barriers that
4,000
The estimated number of cycling fans that pedalled in Edinburgh to the Scottish
Parliament in May. They were campaigning to show their support for increased backing for cycling in Scotland.
BIKEBIZ.COM
prevent people from cycling to work, and this is something we’ll continue to do. The recent clarification on safety equipment-only packages, our work with British Cycling’s Breeze initiative and their 300-plus female friendly bike shops and, most recently, our partnership with Dame Sarah Storey all illustrate the work we’re doing to help keep the post London 2012 Olympic momentum alive. It’s also great to see the network of nearly 2,000 independent bicycle dealers we work with taking heed of the changing marketplace too and thinking more about what product lines to carry, which bikes appeal to female commuters and embracing the ever-growing range of clothing and accessories that are so crucial to female commuting cyclists. We just need to keep going, keep asking the right questions and keep working towards encouraging more women to cycle.
Daniel Gillborn is director of
Cyclescheme, the UK’s leading provider of tax-free bikes for work. You can reach him on Twitter @DGCyclescheme
BIKEBIZ JUNE 87
$5.17
That’s the return for each dollar spent on title
sponsorship of a world tour team, according to
Cyclingnews.com’s recent survey.
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