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

Careers in the Bike Boom

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”

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

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

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

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

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

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

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

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

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

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.

Combine Advocacy and Vocation
The key is passion.

For future generations

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