MORGAN HILL, CA (BRAIN)—Specialized is launching First Gear, a youth cycling initiative with a global reach that promotes cycling as a regular part of kids’ lives.
The initiative's new Web site (click on title and link) will highlight success stories in all of Specialized advocacy endeavors, including the great work done by Specialized dealers around the world, according to a press release. The site will also encourage public participation, bring awareness to partner organizations, and simply let people know what Specialized is up to in advocacy.
In 2010, Specialized dedicated $1.4 million to global cycling advocacy, a significant portion of which was directed to youth programs. First Gear will bring a voice to these efforts and encourage deeper involvement from riders, the community at large, and every Specialized employee around the world.
“Getting kids out riding bikes is probably the most important thing we as a company can do,” said founder and president Mike Sinyard. “A child on a bike is independent and healthy, not just for the time being, but for life. But the best part is, they don’t even realize it. They’re just out there having fun.”
For 2011, Specialized's goal is to actively reach 10,000 kids around the world who wouldn't otherwise have had the opportunity to ride. Then Specialized will help provide the setting, tools and encouragement they need to get started on what will hopefully be a lifetime on bikes.