When you develop a brand, often times you do so with a target demographic in mind. Other than cyclists, our goal was to have mass appeal to all kinds of riders. Its tough to accomplish but after this weekend I truly feel like we are on to something. As a brand that deals mostly with road and mountain variants of bicycle products one demographic we dont actively market to is the BMX crowd. We dont even make a single BMX related product. Today a group of professional BMX riders and their company sponsors came up to chat and hear about our story. Now, BMX is a whole different subset to the cycling community and one that doesnt often meddle with carbon fiber or Lycra. They are more of your Vans Shoes and Monster Energy advocates. I think the biggest compliment we received this weekend was when this particular group told us that our products made them want to try road cycling. Win.
Posted on: Sun, 02 Mar 2014 23:31:50 +0000
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