PeopleForBikes Company Profile

Background

Founded in 1999 as "Bikes Belong," PeopleForBikes is a national advocacy organization and the U.S. bicycle industry's trade association. The organization is dedicated to making the United States the best place in the world to ride a bike by uniting millions of individuals, thousands of businesses, and hundreds of communities. Its mission encompasses accelerating the construction of safe, fun, and connected places to bike; advancing pro-bike and pro-bike-business legislation; and reducing barriers to access, thereby welcoming more people to the joys of bicycling.

Key Strategic Focus

PeopleForBikes operates under three primary pillars:

1. Infrastructure: Accelerating the construction of safe, fun, and connected places to ride.

2. Policy: Advancing pro-bike and pro-bike-business legislation at all levels of government.

3. Participation: Reducing barriers to access and welcoming more people to the joys of bicycling.

These strategic areas aim to enhance the cycling experience nationwide, promote safety, and increase participation across diverse demographics.

Financials and Funding

As of recent reports, PeopleForBikes has an annual revenue of approximately $5.7 million and employs around 46 staff members. The organization has raised a total of $150,000 in funding over one round. Funding sources include participating members of the bicycle industry, various foundations, non-endemic partners, and individual donors.

Pipeline Development

PeopleForBikes has initiated several key programs to advance its mission:

• Great Bike Infrastructure Project (GBIP): Launched in 2023, this initiative aims to fast-track thousands of bike projects and policies across all 50 states, focusing on creating more safe, fun, and connected places to ride. In its first year, nearly 700 priority bike projects were funded or constructed.

• City Ratings Program: This program evaluates and ranks the quality of bicycling in more than 2,000 U.S. cities annually, providing crucial data to guide future investments in bike infrastructure. In 2024, 183 U.S. cities scored above 50, indicating significant improvements in biking conditions.

Technological Platform and Innovation

PeopleForBikes leverages data-driven approaches to support the cycling industry:

• Business Intelligence Hub: Launched in 2022, this platform provides comprehensive ridership, retail sales, and consumer behavior data, offering a weekly snapshot of the state of the bike business and general bicycling activity across the U.S.

• Ride Spot: An online community platform and navigation app designed to help riders discover and share great riding experiences, featuring free audio and visual turn-by-turn navigation and a social platform for sharing bicycling adventures.

Leadership Team

• Jenn Dice: President and CEO since 2020, Dice has been instrumental in transitioning PeopleForBikes into a more modern, technology- and data-driven trade association. She emphasizes engagement and inclusion, aiming to bring together various stakeholders to advance the organization's mission.

• Dave Snyder: Senior Director of Local Innovation, joined in 2022. Formerly the Executive Director of CalBike, Snyder brings extensive experience in shaping and guiding bicycling advocacy organizations and working with government offices at all levels.

• Martina Haggerty: Senior Director of Local Innovation, joined in 2022. With 13 years of experience in city planning and urban design in Providence, Rhode Island, Haggerty focuses on implementing bold changes to make riding bikes safer and more accessible.

Leadership Changes

In 2020, Jenn Dice succeeded Tim Blumenthal as President and CEO. Blumenthal had led the organization for most of its existence, overseeing significant growth and the merger with the Bicycle Product Suppliers Association in 2019.

Competitor Profile

Market Insights and Dynamics

The cycling industry has experienced significant growth, particularly during the COVID-19 pandemic, as more individuals turned to biking for recreation and transportation. This surge has led to increased investments in bike infrastructure and a heightened focus on safety and accessibility.

Competitor Analysis

Key competitors and collaborators in the cycling advocacy and trade association space include:

• League of American Bicyclists: Focuses on promoting cycling for fun, fitness, and transportation through advocacy and education.

• Adventure Cycling Association: Specializes in bicycle travel and touring, providing resources and advocacy for long-distance cyclists.

• International Mountain Bicycling Association (IMBA): Advocates for mountain biking access and trail development.

These organizations share similar goals of promoting cycling but may differ in their specific focus areas and methodologies.

Strategic Collaborations and Partnerships

PeopleForBikes has established several significant partnerships:

• Gran Fondo National Series: In 2024, PeopleForBikes became the Advocacy and Philanthropy Partner for the series, collaborating to raise awareness of the importance of investing in safe places to ride and the Great Bike Infrastructure Project.

• USA Cycling: In 2020, a strategic partnership was announced to support the surge in bike ridership and strengthen the riding experience nationwide, focusing on advocacy and providing resources for new riders.