MADISON, WI (BRAIN)—John Burke introduced an ambitious advocacy program last night during Trek World. Trek’s president asked retailers to participate in its program, dubbed One World, Two Wheels.
Burke said Trek will provide leadership and commitment, as well as ads, brochures, T-shirts, billboards and signage. Trek will donate $10 for every full-suspension bike sold to IMBA, for a minimum of $600,000 over the next three years. Trek also will donate $1 per helmet to Bicycle Friendly Communities, for a minimum of $1 million over the next three years.
Burke charged all U.S dealers with helping Trek to achieve one “very important” goal: to increase U.S. trips by bike from 1 percent to 5 percent by Trek World 2017.
“Bicycling is a very simple solution to many complicated problems in the world,” Burke said.
Following his speech, more than 1,000 Trek retailers and guests cruised the streets of Madison on Lime Coasting bikes.
Trek received a parade permit to shut down the streets for the evening ride during Trek World, its dealer event held this week at Monona Terrace in Madison. —Sheri Hein