84% of cycling enthusiasts rode as children, proving the importance of initiatives to get kids active and out on bikes
MONTEREY, Calif. - March 26: The cycling industry will be returning to the Laguna Seca Raceway for the Life Time Sea Otter Classic on April 16-19. Throughout the event, families can get involved with activations, initiatives and incentives to inspire the next generation of cyclists. This year, the Sea Otter Classic is spotlighting how brands are getting more kids on bikes and supporting long-term industry growth.
SHIFT Active Media’s latest Rider Research Hub study, ‘Hooked: the journey to being an enthusiast’. from March 2026, found that 84% of cyclists rode as a kid and 71% of enthusiasts who came back to cycling as an adult had previously taken part in another sport.
SHIFT Active Media’s Cheif Strategy Officer, Doug Baker, said: “What's clear is that in addition to better, safer infrastructure, riding a bike as a child is a key predictor of riding later in life. And we believe that riding can be a great complement to other sports and physical activities in children’s lives. Organisations getting more kids on bikes are incredibly important to the future of cycling and young people’s long term health”
Key initiatives
The Sea Otter Classic Foundation has been inspiring kids for 15 years with the Bike Skills and Safety School Assemblies program. This year, the Foundation is visiting 16 schools and three National Interscholastic Cycling Associations, where professional MTB rider Jeff Lenosky, will be promoting a passion for pedaling a bike as a lifelong healthy habit. Find out more here.
Outride, a non-profit initially founded by Specialized, will be hosting a Brains on Bikes activation at their booth to show the positive effects riding bikes has on cognitive brain function. Outride’s ‘Riding for Focus’ program specializes in improving the mental and social well-being of middle school students. Find out more here.
In partnership with USA Cycling, Sea Otter Classic welcomes back the Junior Gravel National Series for another year, providing a platform for children aged 15-18 to get involved in racing from an early age with the aim of inspiring more youth and families to discover the joy of bikes. More information can be found here.
The Life Time Foundation, along with the Ford Bronco Wild Fund and Your California Ford Dealers are supporting two local schools through the All Kids Bike Kindergarten PE Learn-to-Ride Program as part of the Sea Otter Classic, bringing ready-to-teach cycling curriculum to students. The program introduces children to riding a bike during their kindergarten PE class and provides schools with bikes, helmets, and teacher training, helping every child build confidence, develop lifelong riding skills, and discover the joy of movement at an early age.
The Life Time Sea Otter Classic goes beyond industry connection and elite racing, with kids under 12 going free throughout the festival. With a host of opportunities from strider riding and junior racing to egg hunts and the Little Bellas all-girls camp. The festival schedule aims to inspire the next generation and ultimately grow the industry long-term.
Find out more here.
