First off, Mad Men scene you mention; some of the best writing on television in the last decade. But I digress.

Culturally the shift you are speaking about is being driven by two major forces. Readily available media (some would call this social media) is the first. The fact that Rapha, Cervelo test, me, you, the derelict hanging in front of the Little 5 Points coffee shop riding the Vanilla SS w/ color matching EVERYTHING can all easily create, edit, publish our own cycling videos, blogs, photos online. The non-traditional voices entering into the conversation once dominated by only the gigantic bike companies and suppliers is increasing daily. Ritte Racing (i have no affiliation w/ them) is a good example. Bike Team sponsored by a micro sized bike company, using the Beyond the Peloton formula from Cervelo Test to parody our sport. Its good stuff. The point is, there has never been a more diverse number of voices in the cycling marketing mix.

The second cultural element is, dare I say it, hipsters. Cultural pebbles were dropped nearly simultaneously in the relatively still waters of cycling in London, NY and SF about five years ago. The single speed movement embraced by hipster culture has brought cycling, no matter how impractical or how silly riding a full on track bike in a city w/ hills is, into the top of many 20-30 something’s minds. Combine that with outrageous gasoline prices in N America a few years ago followed shortly by the recession and you have a nice storm steering the masses away from autos (albeit momentarily) and towards the safe harbor of bike culture.

The broader market forces you have already mentioned. A near perfect market is being developed both in a production and supply chain sense as well as in a distribution channel sense.

Thanks to the development of carbon manufacturing techniques by the REALLY big bike companies, and then the offshoring of those factory techniques to Asia; the trickle down of that technology is apparent. Neuvation, Williams Wheels…to name only two, direct market from the internet. They spend very little to nothing on R&D and engineering, because its already been done.

With frames and wheelsets becoming stratospherically expensive in the last seven years or so, there had to be a middle space sooner or later.

Purchase channels are another key development. eBay and Craigslist have always been an option; and the number of sites reviewing gear, consumer reviews and the like; hit critical mass some time ago. Now that information can finally be posed against what is being offered by multiple players in a few short mouse clicks.

One last point, and I’ll use Rapha as an example here. Never underestimate the power of cultural trickledown. In marketing the best way to succeed if you don’t have the money to buy media, is to copy the hell out of someone else’s campaign. I wouldn’t be surprised to see the classic style attributes tinged w/ hipster aesthetic begin to trickle down into the US and Aus cycling market here soon. Of course anything would be better than most of the stuff Primal Wear passes off as relating to cycling culture.

Anyway, good stuff man. Keep it coming.

-j

squadraprofessore.com

Where I differ is that fact that most US “serious” cyclists, roadies anyway, still emulate pros – even if they don’t race – and face it, just a tiny percent of roadies actually race.

It seems to me, full on bike geeks, especially slightly older ones (which I’m one), think the push towards marketing as you mentioned is super cool – and makes sense. It’s closer to how we really ride.

However, it’s just a slice out of the big bike picture. To the average Joe buying a bike at the local shop, even a high end one, most have no clue about Rapha or Embrocation.

They also don’t realize (yet) that frames (especially carbon) are becoming a commodity. In a sense, you’re paying for paint and stickers. A gross exaggeration, but in a sense, heading that way – and maybe why the interest in NAHBS and hand made steel frames (once again).

Anyway, cool article in ROAD mag – great blog too…