Case Study

Helping experts understand novices

For many adults who haven’t ridden a bike for decades, getting back on the saddle isn’t “just like riding a bike.” It’s intimidating and more than a little embarrassing to wobble around the bike store parking lot. Shifting gears, hand brakes, aerodynamic seats and low handlebars aren’t exactly the easy joy many people remember from childhood.

Having spent decades refining the features of performance bikes, Trek didn’t know much about novice bikers. Yet it’s an important market. For every cyclist in the U.S., there are approximately five adults who know how to ride a bike but choose not to for a variety of reasons. Bicycle sales have remained largely flat for more than a decade. This untapped market presented a huge opportunity.

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