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 that BMX racing could be aired at 2 .m. and get as much media exposure as handball and synchronized swimming. It’s a roll of the dice. It could get mediocre coverage like mountain biking has the last two times. But we’re hoping not.

“Much of it also depends on how the TV networks portray or hype it. With the right camera angles, a color commentator who knows the sport, and good slow-motion and replays, BMX racing can be extremely exciting,” Barrette said.

Finding the Angles. While there’s no guarantee that Olympic momentum will usher in a new golden age of BMX sales, companies like Shimano are positioning themselves to take full advantage of the exposure that BMX in Beijing will bring to the sport.

After a seven-year absence, Shimano will bounce back into the BMX market later this year with the DXR group, its third incarnation since the ’70s.

The company plans to release it this October, but hopes to get final product out to sponsored riders by this summer’s BMX World Challenge Championships in Brazil.

“The Olympics is the purest form of competition. The best athletes in the world take part in the Olympics. We want to be there for them and help give them the technical edge to bring home the ultimate medal,” said Dustin Brady, who handles marketing promotions at Shimano.

“DXR is about going fast and looking good. We want DXR to win the Olympics and we are making products that will make it happen,” he added.

New sponsorship opportunities are also becoming available.

Many believe that the United States, the birthplace of BMX, is home to the best BMX athletes, but Barrette warns that USA Cycling may be “resting on their laurels.”

“They’re taking American BMX for granted. Meanwhile, right now Australia, Great Britain, Belgium, New Zealand, Germany, the Netherlands, Argentina, Japan and even China have their BMX programs in place with coaches and riders already picked. They’ve begun preparation and are working toward their goals of Olympic domination. So far, USAC has talked with Bubba [Harris] and Mikey Day, but that’s about it,” Barrette said.

In an effort to not put “all their eggs in the USA basket,” Redline Bicycles recently inked a deal with the German national BMX team, and expects to sign sponsorships with other teams in the near future. Mongoose, which already sponsors several top freestyle BMX riders in China, recently signed a deal with the Chinese national BMX team.

Lingering Reservations. Jim Ford, principal at Mirraco, said there is no downside to any additional exposure that keeps BMX in the public consciousness. Still, Ford tempers his excitement.

“More exposure is always better; however I think events like the X-Games and the Dew Tour already do a great job of promoting dirt jumping, street, park and vert,” said Ford. “They deserve our continued support as an industry because they have played a major role in the growth of our sport.

“The politics and bureaucracy that is often associated with the Olympics makes me wonder whether they can successfully pull this off to the satisfaction of both the athletes and the viewers,” Ford added.