Got bike?

by Toby Hill, Bicycle Retailers

20Collective says a 'Got Milk" for cycling could boost participation — and sales at all levels of the industry.
SAN JOSE, Calif. — A group of retailers dubbed the 20Collective has launched an initiative to grow cycling participation by establishing an industry-funded “Got Milk”-style marketing campaign for cycling targeted at the general public.

“We’re lacking any sort of direct marketing to consumers outside of the point-zero-five percent of consumers who watch the Tour de France,” said Ian Christie, 20Collective president and owner of Summit Bicycles with four stores in Northern California.
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http://www.bicycleretailer.com/north-america/2016/02/19/retailer-group-looks-launch-industry-funded-marketing-campaign-cycling

[B' Spoke: And our Alex Obriecht (20Collective vice president) is mentioned as well.]