News
Trek boss puts money where mouth is
Carlton Reid Aug 17 2007, 9:15am
In March John Burke said bike trade must fund advocacy. Trek shows how...
At the Taipei trade show Trek president John Burke made an impassioned plea for the bike trade to spend more money on bicycle advocacy. In this YouTube video of his presentation he demonstrated why this makes good commercial sense. The video has had nearly 11,000 views.
Yesterday at Trek's annual dealer-only show Burke fleshed out a new programme of support for cycle campaigning.
Bicycle dealers at Trek World were asked to step up to the mark and participate in the programme, One World, Two Wheels.
Trek aims to donate cash to trail-defending organisation IMBA, the International Mountain Bike Association. At least $600,000 will be channelled to IMBA over the next three years, via a cash-per-bike 'levy' on Trek full-suss MTBs.
Trek will supply IBDs with promotional materials to plug the new programme.
The family-owned Wisconsin company will also donate $1 per Trek helmet sold to Bicycle Friendly Communities. This could net at least £1m over the next three years.
