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Trek pledges $1M to NICA at annual dealer event

Published August 8, 2016

WATERLOO, Wis. (BRAIN) — At Trek’s annual dealer event, held last week, the company pledged to donate a dollar from every Bontrager mountain bike tire sold to the National Interscholastic Cycling Association, and the company challenged retailers to match its contribution.

Trek is already a platinum-level sponsor of NICA.

The program would, over the course of the next five years, generate up to $1 million for the nonprofit, according to Trek spokesperson Eric Bjorling.

Trek president John Burke made the announcement to resounding applause during his keynote address at the Trek World show in Madison, Wisconsin.

The company, which has supported NICA for over five years, will make the organization one of its focus causes, along with PeopleForBikes and the International Mountain Biking Association (IMBA).

With more than 10,000 participants nationwide, NICA is one of the nation’s fastest-growing high school and middle school sports programs. From a total of just 700 athletes across two regions at its founding in 2009, NICA has grown to include programs in 16 states this year. In 2017, New Jersey and North Carolina will host their inaugural seasons, bringing total participation to 19 leagues across 18 states.

“It’s about so much more than competition and racing. We’re developing the next generation of riders, trail stewards, and cycling advocates while also providing opportunities for adults to serve as mentors in their communities,” said Austin McInerny, NICA’s executive director.

NICA’s focus on youth development along with its focus on family participation and inclusive nature made the organization a natural fit for Trek.

“The future success of the industry depends on the success of organizations like NICA,” Burke said. “I went to a race last year and after being there and seeing the families and the level of excitement, I thought ‘we have to help make this work.’ ”

Trek currently donates $10 of every full-suspension bike it sells to IMBA, along with $1 for every helmet benefiting the recently founded Places for Bikes, a program of PeopleForBikes. Those donations are matched by more than 70 percent of Trek’s U.S. retailers.

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