It Is Time To Tell The Nation What Cycling Has To Offer

It's impossible to put into words the impact of that now infamous Tuesday when terrorists spun our ordinary lives, helter-skelter, into a world of uncertainty.

We now live in the shadow of those terrible minutes of Sept. 11—and there is no escape. Yet we must turn to the business at hand, return to some sense of normalcy and examine the impact this will have on our business.

The public is curtailing airline travel. This has had an impact on resort and cruise line bookings. Families will stick close to home. They will travel by car. And they will visit recreational areas or relatives near home. They will spend more time in their communities and take advantage of local events and activities.

Most economists acknowledge that we are in a recession. Unemployment is up, earnings and profits are down and uncertainty plagues the stock market. It's further evidence that families will put off big-ticket purchases and once-in-a-lifetime vacations. And now fears of bio-terrorism sweep the nation—most of which is irrational. Nonetheless, interest in congregating at malls, major concerts and sporting events is waning.

In the midst of this national tragedy, the bike industry offers a measure of sanity and freedom. The investment that the industry made in supporting government initiatives to build bike paths, bike lanes and mountain bike trails could pay off.

Bicycles remain affordable. Families can load them on their SUVs when traveling to nearby parks. There is more opportunity for more people to safely ride their bikes than ever before. It's a family-friendly activity that brings communities together.

Bicycle retailers must seize this opportunity and tell their community what they have to offer. They must be pro-active in letting their community know about bike paths, bike lanes and areas where families can safely cycle. They must aggressively sponsor and organize events and weekly rides. They must deliver a level of customer service that is a notch above the norm.

This is a rare opportunity to re-introduce cycling to a nation ready for something as simple, as safe, as refreshing and as free as riding a bike. And retailers should ask their suppliers to help. Now is the time.