Industry Hopes Olympics Will Boost BMX Sales

BEIJING, China—On the eighth day of the eighth month in 2008, the Summer Olympics will kick off in Beijing, China, and BMX racing will make its Olympic debut. The number eight is associated with prosperity in Chinese culture, and many in the industry are hoping it’s a good omen for them, too.

“I think the Olympics has the potential to generate a great deal of interest in BMX in China,” said Mo Moorman, director of marketing and public relations at Pacific Cycle. “Of course, we’d like to see more cycling events in the Olympics, but we’re excited to see BMX racing as a new sport for 2008.”

The International Olympic Committee decides on which new disciplines to add years before the games actually begin. The 2008 games will feature BMX racing in men’s and women’s categories.

“There is no question there is quite a bit of attention being paid to BMX from a new Olympic sport standpoint. It is already being spoken of as the snowboarding of cycling and whenever the U.S. has the potential to do well in something, America pays attention,” said Doug Martin, BMX programs director of USA Cycling. “I expect participation—at all levels—will definitely grow.

“It is no secret that within the 20-inch segment, BMX racing bikes and equipment has been flat for a while. That said, we also know that categories ebb and flow in this business and even before the Olympic announcement, that trend was shifting. In addition, it is not just the 20-inch segment that will likely benefit. These things usually have a nice ripple effect and can absolutely impact the business as a whole. The more bike racing appears in major print media and in America’s living rooms, the better for everybody,” Martin added.

Curb Your Enthusiasm. For Craig “Gork” Barrette, marketing director for Redline Bicycles, the addition of BMX racing to the Olympic games adds legitimacy to a sport long perceived as being for kids.

“For Redline, with us sponsoring the current national and world champion, it is a big bonus. It has the potential to put our brand and our star rider in the national limelight,” Barrette added.

Potential is the operative word. He’s cautious to get overly excited about the visibility when so much control is in the hands of the TV networks.

“In my perfect dream scenario, the networks will realize that BMX racing and its high speeds, big air and wild crashes is the most exciting event in China. They’ll air it in primetime and make a big deal out of this American kid-made sport. Of course, we’re banking that Bubba Harris will be the USA’s golden child and our nation will take a liking to him as much as they did with Shaun White during the winter games.

“But then, we also realize