Selle Royal, in conjunction with research support from the NSDA (the US-equivalent of the ACT) and advocacy group Bikes Belong, will present a comparitive analysis of the last decade addressing the statement, “I’d ride more if…”
The first study was carried out in 1990 and was run again in 2000. Consisting of the top five reasons that people do not ride their bikes, the answers to the question highlight both positive changes and ongoing deterrents that today’s cyclists and the industry’s consumers are facing. Whilst the research is US-based it will have relevance to the UK market too.
“We hope to illustrate that though we are an Italian-based manufacturer, we realize that while the answers to the 'Cycling Consumer of the Millenium' (NBDA) survey are, largely, US issues, they are consequential not only to our business but to the industry as a whole,” said Suzette Ayotte, Selle Royal's US marketing officer.
“Banding together to effect change [to] get more people on bikes [is the way forward]," said Ayotte.