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Letter to retailers from Specialized's Mike Sinyard

Published January 28, 2019

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Thank you. Let's grow together.

I write you today to say thank you. Thank you to all bicycle retailers who choose to invest time and energy into sharing the power of the bicycle. The bicycle is a tool that changes lives, and together we are positively impacting the world around us. I want to specifically thank retailers that have gone above and beyond to help support our efforts with The Specialized Foundation and our Riding for Focus youth cycling program—all of you are directly impacting the lives of today's youth.

Over the past seven years, The Specialized Foundation has been working to better the lives of middle school aged youth and foster cycling communities. This year alone, we will introduce more than 20,000 kids to the amazing benefits of cycling through our Riding for Focus program

Riding for Focus cannot be a success without your support. Last year, 34 Specialized retailers took the action to sponsor one or more of our Riding for Focus schools. Collectively, these retailers have built more than 1000 bikes to support local programs. Their involvement allows us to have a positive impact on the participating youth and their surrounding communities

Celebrate and share
We have multiple stories that show how retailer involvement magnifies the benefits that Riding for Focus program provides to participating schools. Here you can view a short video of the positive impact of the Riding for Focus program at Everitt Middle School in Wheat Ridge, CO, and here you can read a blog post about the Mystic Cycle Center empowering Ledyard Middle School in Gales

Recently, I had the opportunity to sit down with KTVU news and share how we started The Specialized Foundation. Please take a quick moment to view the video with your teammates and staff to remind them of the difference their work can make.

We need your help!
Over the past two years, we have seen a lot of growth in the of the Riding for Focus program. In the 2018/19 school year, we more than doubled the number of participating schools to 82, from the 39 that were participating in 2017/2018. Our goal is to have 142 schools participating in the Riding for Focus program by the 2019/20 school year.

To achieve this goal, we need your help by first spreading awareness. I encourage you to reach out to at least one middle school in your area and educate them about our Riding for Focus program. Once a nearby school is part of our program, you will have the opportunity to get more involved with the success of their Riding for Focus program. To assist with this, I've attached a draft outreach letter that you can edit and send to a local middle school, encouraging them to apply for our grant.

The effects of this program are bigger than the cycling industry. We at Specialized are looking to change the world for the better, and we invite everyone to join us in making this happen. We have some very big news to announce in the next 60 days—stay tuned.

Please visit the Riding for Focus webpage to learn more.

Thank you all for your continued support.

Best regards,

Mike Sinyard
Founder/CEO, Specialized

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