Tuesday, December 20th 2016 at 1:49PM GMT
Investing in advocacy brings the best return on investment for any company that wants to see their sales increase, says the Cycling Industry Club’s Kevin Mayne. “Countries with the highest cycling modal share are also the ones with the highest average per capita expenditure on bicycles and accessories,” he said.
“We showed for the first time exactly how government investments in cycling flow directly into industry sales.”
The Cycling Industry Club is an initiative of the European Cyclists’ Federation, based in Brussels. Members include executives from Shimano, Bosch, Giant, Accell, PON, KMC, Cycling Sport Group, Cycleurope and others. The executives are aiming to grow the market for cycling through collaboration with cities, governments and consumers.
CIC works via ECF’s dedicated Leadership Program to reach local and national advocates in order to professionalise and grow their influence to policy-makers, “while putting more people on bikes,” said Mayne.
“And it works! Countries where the Leadership Program operated witnessed a 9 percent increase of bicycle sales in just four years. In Spain, that increase reached 15 percent.”