Selling Cycling

In the late 80's and early 90's I worked for a bike shop that sold Bridgestone bicycles. I'm sure many of you have never heard of them. The small group that made up Bridgestone US turned out some amazing bikes back then. In some cases they swam against the current of popular thinking (which often times produces great results). The public (and bicycle magazines) never fully embraced the brand, and it lasted a short 10 years before the Japanese parent pulled the plug.

Going back through the old catalogs I discovered something amazing.  The catalogs were not only trying to sell you their bicycles. In fact, in the 1994 catalog (the last model year) you had to go more than 20 pages in before you got to the first bike! There were stories, and illustrations about how to operate a quick release, how to shift, how frames are made. It struck me that they were selling cycling.


I wonder what the business would look like if Grant Peterson (head of Bridgestone US, and now owner of Rivendell bicycles) had been more successful.  If we had spent more time selling cycling as a lifestyle, and not as a path to be like a pro road racer.  Would the number of people that use bicycles for leisure, and basic transportation be any different?


I'm going to paraphrase one of the catalogs when I say "don't be a hostage to your bicycle".  You will get a lot more enjoyment from riding if you know how to preform basic service.  We've always been available for customers who want to know how to fix a flat, remove their wheels or clean their own chain.  We've even started to post videos of some of these things on our You Tube channel. 


Going through those old catalogs has been fun for me.  It has brought back a lot of old memories.  If you would like to check them out they are on Sheldon Brown's website.  You can find them here.

The weatherman is promising warmer weather toward the end of the week.  Soon the sun will be shining, and I hope many of you will be out on your bikes!

Ride on.