Chris Garrison, formerly of Trek, argues that the bike industry doesn't do anywhere near enough to attract women, members of the LGBT community, and black and Asian customers.
She was speaking on the latest Spokesmen cycling roundtable podcast, recorded yesterday.
Garrison, who is American but now lives in the UK, used to work for Trek's UK marketing department and often led retailer training sessions. Today she's a director of people-skills consultancy Amaechi Performance.
She supplied the graphic above and told BikeBiz: "Bike stores are leaving money on the table."
Episode 182 of the industry roundtable podcast also features US recreation-industry lawyer Jim Moss, a show regular. The podcast has been broadcast for 11 years and is chaired by BikeBiz editor-at-large Carlton Reid.
The show also discusses three BikeBiz stories: anti-dooring technology from car companies, the mystery-IBD "use us or lose us" article, and the gun-related consumer boycott of Giro, Bell, Camelbak and other Vista Outdoor brands.