Forget golf. Grab a bike to find new clients.
Two years ago, Chris Beaufait, owner of Monkeywrench Bicycles in St.
Simons Island, Georgia, was gearing up to blow off steam one Tuesday night the
usual way—by joining other cyclists for a 25-mile ride.
He called a Mexican restaurant on their route and asked, “Can you
handle 50 bikers pulling up, maybe offer a beer sample?” They struck a deal,
cementing a tradition that continues to benefit both businesses.
An NFIB member, Beaufait worked in the 1990s supporting long-distance
cycling groups, so he was ahead of the curve in recognizing the power of bicycles
to forge business connections.
Now, as biking grows in popularity, more entrepreneurs are
ditching formal networking settings in favor of the kind that can be done on
two wheels with the wind in your face. This is partly due to the fact that,
over the last decade, the number of commuter bikers has grown by 60 percent,
according to the U.S. Census Bureau.
“These groups get you out of your networking niche,” Beaufait
says. “Your customers are everywhere.”
Numerous nationwide bike groups host large events and long-distance
bike trips. But most bike-related networking takes place at the local level, allowing
small business owners to find groups compatible with their market base closer
to home. More competitive bike groups tend to be male-dominated, but others
cater to women, singles and families, niche interests and even religions.
You don’t have to pull off a cyclo-cross to tap into these groups’
growing social media presence. One widely viewed post on thechainlink.org, a
Chicago, Illinois-based biking forum of more than 10,000 members, asked, “What
does everyone do for a living?” This gave real estate agent and Chainlink
director Julie Hochstadter a chance to plug her service while sparking
a discussion on professional-looking bike outfits.
Hochstadter has lost count of how many
clients she’s met through her local biking community. Still, when talking shop,
she cautions, “Don’t push it. Start a conversation and see where it goes.”
Those who approach with a helpful spirit and volunteer or join
boards often build the most lasting connections.
Bike organizations promote socializing through member parties
and movie nights in addition to regular group rides. Some have a stronger advocacy component, however,
so participants’ values should align with the group’s mission.
Here’s a breakdown of the country’s five biggest cycling groups:
1. USA Cycling
- 70,000 members
- Weekly rides through over 2,500 teams and clubs
- Nationwide events and championships for all skill levels
tip: “Perfect your elevator pitch,” says USA Cycling Chief Marketing
Officer Rob Borland. “When you’re cycling and talking, you have to use few
- 47,000 members
group trips planned in 2014 throughout the country
tip: Since there are no local chapters, connect through the
group’s Facebook page and lively online forum.
- 35,000 members
- Off-road trips through more than 750 chapters in
- 20,000 members
- Local chapters
hold weekly rides
“Connect Locally” function links to bike-friendly businesses
tip: “The National Bike Challenge is a great way to connect with
people from different industries,” says Bill Nesper, vice president of programs
for the League of American Bicyclists.
- no paid membership
- Group ride opportunities with more than 800,000 bike
tip: Get involved. Mom-and-pop participants often promote bicycling-related investments in their