MADISON, WI (BRAIN) — At Trek World last week, company president John Burke introduced a new program to support its dealers’ efforts to create more bicycle-friendly communities across the country. “Game Changers” aims to connect retailers with advocacy groups IMBA, People for Bikes and the League of American Bicyclists to promote change in their shops’ local communities.
“We’re going to start creating a more bicycle-friendly America at the local level, where we all can make a more significant and lasting impact," Burke said. “The bicycle is a simple solution to so many of this country’s most complex problems. There is so much work to be done but there has never been a better time in this country's history to make a change for the better.”
“Game Changers” stems from Trek’s new three-year agreement with the League of American Bicyclists to provide on-site assistance to retailers striving to make their cities certified bicycle-friendly communities. Each year of the agreement, the League will visit 100 Trek retailers to tour their community, look at existing infrastructure, discuss necessary changes and create a plan with the retailer. Only 23 percent of Trek’s retailers currently reside in a recognized Bicycle Friendly Community, Trek noted in a statement.
Trek has also extended its existing $10 donation for each full-suspension mountain bike sold to IMBA’s Trail Building Fund and will continue to donate $1 of every helmet sold to the League’s Bicycle Friendly America program.