The document discusses the growing bike boom in the United States and how careers have emerged combining bicycle advocacy and vocations. It notes that bicycle infrastructure, ridership, and bike sales have greatly increased in recent years. It also highlights how the author was able to combine their passions for social activism and photojournalism into a career in marketing and advocacy at Landry's Bicycles, where they work to promote bicycle-friendly businesses and effect positive change. The author encourages following one's passions to find meaningful and impactful careers in the growing bicycle economy.

1. Uniting Vocation and Advocacy
Galen Mook
Marketing and Advocacy
Landry’s Bicycles

2. Careers in the Bike Boom

3. About Landry’s Bicycles
• Continuous operation since 1922. Now a leading bicycle
dealer at the national level:
– Top 100 national bike dealer
– Platinum-level Bicycle-Friendly Business
– Community involvement, 40+ charity rides
• “Growing family” of stores in Boston, Natick, Norwood,
Westborough, and Braintree
• On the web:
LANDRYS.COM
• Focus is on “Transformational Hospitality”

4. Are we in the bike boom?
A few statistics:
! Bike infrastructure in Boston: 83 miles (1.4 miles in 2007)
! Ridership of Bike Commuters:
! Between 2007 to present: 200+% increase
! Boston boasts 1.9% of population (Cambridge: 6.9%)
! Hubway ridership, 2.5 million rides since 2011
! VMT decreasing in 54 out of the 74 large urbanized areas
! 7.6% fewer miles nationwide, since 2004 peak
! Industry: 18.7 million bicycles sold in 2012

5. Bikes Mean Business
• Manufacturers respond to cultural trends
• Kickstarter to solve innovation barriers

6. Bikes in Politics
• Directives from the top are imperative to cultural shift in
municipal decisions. It’s about Leadership!
• Boston has a target of 10% bike ridership by 2020
• MassDOT has GreenDOT and a mode shift policy of tripling
biking, walking, and transit by 2020
• Boston Bikes created as part of City Hall in 2007
• Ripple effect with BTD, BPHC, BHA, BRA

7. Diverse Stakeholders
• Cities and Towns
• Corporations
• Manufacturers
• Dealers and Retailers
• Advocates
• Commuters
• Athletes
• Everyday Riders

8. Social Norming
• Bike commuting as viable option
• Bikes in the Press
• Leads to Bike Lanes 2.0

9. Why is the bike boom happening?
• Healthcare: nation’s largest economic challenge
• Traffic Congestion: wasted time and productivity
• Economics: cost savings and booming industries
• Environmental Concern: combat climate change
• Social Connections: of cycling community
• FUN!
“The bike is the solution to some of the world’s
biggest problems.” – every bike advocate ever

10. Many Faces of the Bike Economy
! Journalism
! Tourism
! Corporate HR Admins
! Bike Sharing
! Industry Backend
! Bike Courier
! Event Coordinator
! Educator
! Advocacy
! Non-Profit Charity Groups
! Municipal DOT Positions
! Retail
! Manufacturing
! Mechanics
! Assembly
! Pro Racer

11. My Pathway
• Social activist with photojournalism training
• Degrees in “Social Movement Theory” and “Multimedia Journalism”
• Student involvement, community organization

12. Gig Economy:
Variety is the spice of life
• BU Bikes
• Pedicab
• Bike Tour guide
• Hubway Bikesharing
• City of Boston, City of Cambridge
• MassBike
• CommonWheels Bicycle Collective
• Landry’s Bicycles

13. Combined into Current Career
• Marketing and Social Media
• Advocacy and advisory boards
• Events, in store and external
• Education, clinics and classes
• On bike training, incl. Learn-to-Ride
• Corporate Culture and Bike Friendly Businesses Promotion
• Effecting change in urban, suburban, and rural markets
Passion for the cause benefits the bottom line.

14. Combine Advocacy and Vocation
The key is passion.

15. For future generations

16. Questions?
Galen Mook
Marketing and Advocacy Associate
gmook@landrys.com
www.LANDRYS.com