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Cycling Event Trends can be indicators for the health of our industry. In this episode, Scott Chapin of Marsh & McLennan interviews Kimo Seymour, the Senior Vice President in charge of events and media for Life Time, the parent of the Leadville 100 mountain bike race, and the Dirty Kanza gravel race. Scott and Kimo talk about the trends they’ve seen in the cycling event space and about the kinds of successful relationships bike retailers can have with their local cycling events.

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Q&A with Kimo Seymour, Life Time Media, and Events

Kimo Seymour is the Senior Vice President of the Media and Events division of Life Time ­- The Healthy Way of Life Company. In his current role, he oversees Athlinks, as well as Life Time’s 50+ athletic event portfolio, including the Leadville Race Series, the Life Time Tri Series and the Gildan Esprit de She Series, among several others. Seymour has been involved with event management and production since 2008 and is an active endurance athlete, having completed 11 IRONMAN triathlons (including six World Championships in Kona), nine Blueprint for Athletes Leadville Trail 100 Mountain Bike races under eight hours, two 24-hour mountain bike races and multiple marathons.

What excites you and your organization most about partnering with a revolutionary product like Blueprint for Athletes?
Blueprint for Athletes is like nothing else in the marketplace, giving athletes insights based on their own health markers. We’re very excited to watch how the service will positively impact our athletes over the next few years.

How do you hope the Leadville Race Series athletes will benefit from this partnership?
Our Leadville athletes are some of the most determined, focused athletes who are always looking for an edge in training and competing. This partnership gives our athletes the ability to work with a brand new service, collect insights they’ve never had before, and create a customized plan for themselves — all based on science. We feel this could be a game-changer for our elite athletes and the way they train. We’re looking forward to working with Quest Diagnostics to really make this service come to life in Leadville.

What is your vision for the growth of the Leadville Race Series and how does Blueprint for Athletes play in that vision?
The spirit of Leadville is really all about this small-town feel and how the athletes that compete become a part of the community. We’re truly excited for Blueprint for Athletes to become a part of the community, and our collective Leadville family. In the words of Ken Chlouber, you are stronger than you think you are, and you can do more than you think you can. With Blueprint, we think our athletes will realize this even more.

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Scott & Kimo – FINAL

Thu, 8/20 11:46 AM • 36:51

SUMMARY KEYWORDS

events, gravel, bikes, bicycle, club, people, triathlon, markets, riding, retailers, running, road, lifetime, Leadville, years, athletes, participation, growth, cycling, dirty

SPEAKERS

Kimo Seymour, Rod Judd, Scott Chapin

Rod Judd  00:10

You are listening to Bicycle retail Radio brought to you by the National Bicycle Dealers Association.

Scott Chapin  00:17

So, thank you. This is another edition of Bicycle Retail Radio and I’m Scott Chapin I run the Marsh and McLennan insurance agency’s bicycle industry insurance programs. And today I’m going to be speaking with Kimo Seymour from Lifetime fitness. And there are some obviously some potential interesting relationships between the event side and bicycle retailers. And we’ll learn a little bit more about what Kimo does and his role and a little history of the event growth within their company. So first off, Kimo, if you could, once you tell me a little bit about your position as president of media and events division of lifetime fitness give you a little history of how you ended up there and then we’ll go from there.

Kimo Seymour  01:05

Hey Scott. Okay, thank you very much. I yeah as you mentioned, I lead the events and media business for Lifetime is most of you may know is a pretty well known national health and wellness company primarily known for our you know, our fitness and health facilities across the country. We’ve got about 145 of those facilities now growing at about a rate of about 10 clubs a year. So large footprint in the health and wellness space touch about 2 million members a year through our clubs, but outside the walls of our clubs we operate third about 30 athletic events, triathlons, running events, cycling events, I came to Lifetime about eight years ago it through an acquisition actually I had a small event company based out of Arizona and sold it to Lifetime and came to came on to help the beginning to help get a start the what we now called the Leadville race series and primarily Leadville and all the events were there, obviously, but then I was asked to come on and help expand the qualifier series for the Leadville trail 100 mountain bike race. So, Ben with Lifetime about eight years now, prior to lifetime, I was in the business for about four years in the events business. But prior to that, I spent about 15 years of my career in real estate development in Arizona, though, made the transition in the late 2000s. Luckily, before the crash, in 2008, started transitioning over to the next world, and here I am, you know, 1011 years later.

Scott Chapin  02:37

Awesome. And how many so you had mentioned there are 145 facilities? How many events does your division put on? And what sort of the geographic scope of those,

Kimo Seymour  02:49

so we know our events about 3031 events a year right now on our calendar, you know, geographically, if you plotted them all on a map, they are Ironically, they line up fairly close to the markets where we have an either have or plan to have a big investment on the club side of our business. So, you know, we certainly like and enjoy having events in markets where we do have clubs, we see higher participation of our members coming out to participate in our events in those markets. So some of those new geographic markets, obviously, Minneapolis, which is our home, home base, the corporate level, and we have 20 plus clubs in that market. We have an office and events office in New York, one in Miami, one here in Leadville, Colorado, with the acquisition of dirty Kansa. This last year, we added obviously, the team there has come on board and is helping us not only with the dirty Kansa events but some of our other events around the country. And then we also have a team in Chicago that puts on some of those events. So our events, offices and event locations, you know, they tie generally tied pretty nicely too, you know, to be in good proximity to our club locations around the country.

Scott Chapin  03:58

Perfect. So you’re answering My next question and that was the why and so there’s obviously synergy between were your facilities and the events. So, you know, one thing I was I was interested So in a nutshell, it looks like you’re doing mountain bike races, running races triathlon gravel? Am I missing anything? Or is that pretty much sort all the different types of events that lifetime owns?

Kimo Seymour  04:26

That’s primarily what our athletic events portfolio looks like, correct? And to answer your answer, a second layer, I guess, to answer your question about why you might know why to ask where you might ask why lifetime is in the events business. You know, it’s obviously a small piece of our overall what we call the healthy way of life company, but what we, you know, we love the opportunity or we enjoy the opportunity of creating just great experiences for people. So I like to say and I’ve said multiple times in the past, we kind of like to extend that healthy way of life beyond In the walls of those clubs around the country so we’re you know what we see as helps people create a healthy lifestyle versus just a point in time commitment to doing you know, losing weight or you know, eating better or whatever it is, this is more you know, we create more aspirational opportunities for people to live a healthy way of life to set a goal and then to go out and show up and then you know, our job on the event side is just to create really, really great experiences that ultimately we hope participant customer of ours will not only think are the experiences we create our you know, our industry-leading and top-notch experiences, but we hope that they’ll you know, somehow someday associate that with the lifetime brand and realize that the value lifetime can bring to these events and the experiences we can create.

Scott Chapin  05:47

Awesome. I’m kind of curious with the the the local markets, the markets that are most, you know, just say within 100 miles of your 31 events. Do you think What kind of feedback do you get from the retailer’s? Whether they’re a sponsor or not, of the event? And how that potentially creates interest for their customers to, you know, create a goal to maybe do the dirty Kansa or schwannoma good Fat Tire festival or Luton at night, or I’m really, really curious what you hear just in, not necessarily specific, but just in general with the retailers that you do. I’m sure you have close communication.

Kimo Seymour  06:29

Yeah, that’s a really good question, Scott. I think, you know, what, what we hear and some of this will be anecdotal, but what we hear in general, is that our events can kind of influence what’s happening in those communities. So you know, we events, I think, have social influence. And, you know, people training and coming together in a lot of times in the case of cycling events, you know, coming together around those retailers, because there’s again, that’s social opportunity to gather and to train together and to set goals and to go out and practice. For events like this, so we do see that around the country in various markets where, you know, those retail partners end up being kind of the social or the gathering place for people to come together and again, train for and set goals to accomplish these events.

Scott Chapin  07:17

Good. And I’m just wondering, most of the events that you own, were they via acquisition or have there been quite a few of them that you’ve started from scratch, I’m just wondering if it was, what type of growth that was organic or through acquisition,

Kimo Seymour  07:33

you know, primarily the built the business started with our with lifetime starting a few events in Minneapolis close to 20 years ago, I think we started with a few, you know, family-focused events that were really kind of club centric, around just getting club members outside to participate, you know, reindeer runs, Turkey day runs, things like that, that we’re really, you know, quite family-oriented. Then we started expanding into the triathlon space and we start started adding events ourselves over time we found it was a little, it was easier to go out and acquire events than it is to, to have the patience to, you know, Greenfield a new event and then you know and let it grow over the years, we went into a pretty aggressive acquisition mode for a few years. And that’s about the time that I came to Lifetime. So we did, I think somewhere close to a dozen acquisitions got us up to around 80, between 80 and 90 events at one point. But many of those acquisitions You know, there was, you know, when we would acquire something, there’d be one or two events that we were kind of keenly focused on and then that event producer might also produce eight or 10 other smaller, local or regional events that eventually we either divested or shut down to get to the to where we are today, roughly 30 events. So out of the 30 events that we’ve got today, just a small handful of events that we started, most of them are acquisitions and that where we’ve brought in the not only event the event, but in many cases, the team associated with the event.

Scott Chapin  09:01

Right? Interesting. What is do you know, approximately, I’m not gonna hold you to it, the average amount of participants for the 31 events,

Kimo Seymour  09:11

you know, the average, let’s see, we, I think this year, we’ll have somewhere between 120 and 130,000 participants. So, you know, it’s somewhere between three and 4000 participants on average, but that gets skewed by events like the Miami marathon, which is close to 25,000 participants, right? Our off-road events as you’re probably familiar, Scott, you know, off-road events tend to be smaller cycling events, certainly smaller than running events. And then you get into off-road running, those are even smaller, obviously just constrained, you know, constrained courses and whatnot. So, somewhere between three and 4000 people average per event across our whole portfolio, but again, many of them are smaller than that.

Scott Chapin  09:55

Perfect. So with the various types of events that you own obviously tracking participation, what types of events are growing at the greatest percentage and which ones are maybe struggling, so nothing against how the specific events are doing. But it’s probably a good indicator. If you know, if you’re seeing gravel increasing and running, decrease. I’m curious just what information you can provide based on of the own events.

Kimo Seymour  10:24

So you know, we’ve got a few data points I could share with you another piece of our business I didn’t describe earlier is the athletes business. And we have that right, are familiar with athletes. It’s a, we think the world’s largest database of participant finisher data. And so we track a lot of that and we get to, you know, we get the benefits of seeing where some of the trends are going in the industry based on the data that we see there. Now it’s it can be a little bit skewed when it comes to some of the off-road events traditionally, you know, are still not even timed and we only track events that are timed and produce results. So for the events that don’t happen results, we can’t really see what they’re doing. We don’t have access to it’s necessarily all registration numbers. So, but generally, in general, I can tell you and this is the really high level that it’s no surprise that you know, road cycling and triathlon are in a fairly, fairly steep decline. From what we can see we have not. We have not been in the road cycling event business. We tested a few concepts a few years ago but really struggled to get participants out on into road cycling events. triathlon is an area that we were we have been heavily invested we have, you know, the second largest try series in the US behind Iron Man with our lifetime try series and you know, it’s been challenging. triathlon has been in a pretty steep decline, as I mentioned, and so we’re seeing less and less participation there last year was actually about or this year, I’m sorry, 2019 was about flat participation wise across our tri-series, but we struggled to really grow participation in triathlon. So I like to say and I joke The only thing that’s growing is events that take place on dirt. So whether it’s gravel cycling, mountain biking or ultra and trail running, if you put those in the same category, that’s where we’re seeing a lot of the growth both on the athletes you know, the statistics we have on athletes but also in our own events. The demand is really really you know, increased for our dirty events. So some of the events like you’re familiar with Schwalm again, and Luton, dirty Kansa and our Leadville series of events all really really phenomenal growth this year.

Scott Chapin  12:33

So that obviously ties into if you just look at the NPD statistics you know, obviously road and try equipment down anything on dirt is up so I’m wandering road I have obviously I think there’s no secret that part of the reason road bike sales are down is just the potential for vehicular contact. Hence, if people are less doing fewer road races, you know, there is less road riding probably less apt to do a race. So what do you think the variable is? And you know why? Why are triathlons declining? I’ve read some articles about people’s opinions, but I’m sure I’m curious about yours.

Kimo Seymour  13:11

You know, my mind would be mine would be pure, purely anecdotal. You know, I think I have an opinion like anybody else and I think the complexity of triathlon having to train for three sports versus one or two is challenging you to know, we’ve done a lot of research through our participant base and our events, triathlon events or sprint and Olympic distance. So we get more of the call at the entry-level two athletes at our events and in a lot of surveys, and I’m talking to a lot of athletes, you know, it’s the, you know, the barriers to entry are much higher when you have to dive in and into three-sport basically three sports and three disciplines. And so, you know, we’re just not seeing the growth in triathlon as really a lifestyle event. In many cases, I think triathlons are More More of a bucket list type of event. And yeah, and from our perspective, we’re seeing that people are choosing things again off-road that is really, I think, becoming much more lifestyle. And as you mentioned with road racing, you know, the again purely anecdotal but just about anybody you probably talked to is that rides on the road is you know, is scared that every time they go out on the road that someone driving by, you know, on their phone texting and not paying attention is you know, that they’re going to be the next one to get hit. And so I Yeah, I agree with you people seem to be moving off the pavement onto dirt eat, whether they’re whether it’s for participating in events or just for again, just lifestyle.

Scott Chapin  14:39

Yeah, lifestyle adventure, just because getting a change of scenery. I mean, I obviously, you know, where I live in northern Wisconsin, and the whole gravel scene and the off-road scene is it’s always been kind of dominant here. And it’s mostly people that I know that that ride On the dirt or are doing it just for either exhilaration or just for what you see when you’re writing the adventure part of it. It’s really interesting having conversations with a lot. So I’m in my upper 40s, almost 50 years old and now I have a lot of friends who have kids who are young adults. And what I tend to see, and I’m curious what your data shows is, there are an awful lot of kids in there that are millennials that are really, really into ride, meaning they ride their bike a lot, but it doesn’t seem they’re like they’re interested in being timed. You know, and again, this is a total general comment because I know there is a lot that does but do you feel one of the age you know when you were looking at all the participants of the bicycle events, is it really skewed to a certain age group that is that might be you know, older than 30 or older than 40 or tell me a little bit about those demographics. And maybe I’m way off base but

Kimo Seymour  16:02

well, you know, my our data for our events may be skewed a little bit more than other events because we’re talking events like you know about events like suam again, and Leadville the Leadville trail 100, mountain bike race and dirty Kansa that are not necessarily accessible to youth, let’s say. And so our, you know, our data is certainly skewed to the, you know, I would say this is a broad range, but I’ll call it kind of the 30 to 60 demographic, if you will, and probably trending to the higher end of that. And some of it can be, you know, price point related as well. I think, you know, that you’re obviously you’re quite familiar with some of the successes of Nikah and the growth that Nike has is seeing across the country and some of the things as you probably know, Nike is having these conversations about there is a there’s a renewed interest in cycling obviously and mountain bike you know, racing at the high school level especially and that the interest is also you know, for In the non-competitive arena, so just participatory, you know, and coming out and doing events that are more participation focused than they are the competitive focus. So, it is refreshing to see that growth coming up through Nika and around the country more kids getting on bikes, but at our events, we’re still seeing, you know, heavily, heavily skewed to the, you know, middle-age demographic.

Scott Chapin  17:22

Got it? Yeah. And oh, by the way, chemo is going to be helping Nika as a board member here in the very near future. So that’s, that’s exciting. And thank you, as many you know, I am I’m, like a board myself. Interesting. So yeah, there’s somebody. Okay, so I’m gonna kind of just jump around because there’s some of these some of the events I’m very familiar with, like chawan. Again, Fat Tire Festival, which is in northwestern Wisconsin. And I know the participation that has been, you know, in the roughly the 3000 participants range for many years and probably 15 years ago had a higher demand. And so I am just wondering if part of the reason with some of these events that have maybe been a little less popular is based on is it an aging population? Or is it based off of, you know, individuals being more interested in a single track race or a gravel race? Just kind of curious what your thoughts are with a race like Schwab again, and for those who are not familiar with that event? it’s it’s largely on gravel and then the American birkebeiner ski trail. So it’s like a really fast, non-technical race that it’s 40 miles, like what are your thoughts on how bicycle technology for example, and, and or the, you know, the growth of single track in so many communities have, has had on affected a race like Schwann again.

Kimo Seymour  18:57

Oh, another great question. You know, I think schwamm again, we, you probably noticed you were if you’re up there this year, it was down a little bit from last year. You know, we attribute it to a couple of different things. I think there’s, you know, in the, you know, Wisconsin Minnesota market, there has been, you know, a proliferation of new events, obviously, I think that you know, the single-track type of events. I think they cater to a different type of mountain biker is you mentioned Ray, probably see ya. I mean, I’m sure you saw a handful of gravel bikes even out of trauma again, you could easily grab a bike and swim again and similar, you know, Leadville, you guys are riding gravel bikes. Now. It’s not necessarily a technical mountain bikers type event. Right. So I think we saw a little bit less demand this year for suam. Again, some of that, I think, you know, we attribute to, some of it is Gary, you know, he, you know, Gary made the decision to retire last year and he’s kind of driven that event for about 3536 years. Still helps out I think, I think he was out there. And Park cars this year from what I heard he was Peter Spencer who has been really successful with Luton is now stepping in and I think he’s gonna you know we think he’s gonna have a really really positive impact he made some good changes with the event this year but certainly, you know there could be that people are choosing to go and ride single track i think I think the expansion and explosion of gravel events again a lot as I mentioned earlier a lot of them aren’t timed in some cases some of you don’t even pay for some of them it’s really doing great things to get people on bikes and if it pulls a few people away from them again you know, that’s something we’ll have to deal with but in the end you know, we’re big believers that the more people riding bikes the better so you know if it means that we see higher participation higher demand for some of our other gravel events, that’s okay too. You know that that may be the general direction the industry is going right now.

Scott Chapin  20:54

Right and I think Peters doing a great job by the way. He’s, he’s a great guy. And then I’m just I’m also curious about the on the gravel side on some of these large so you have Luton dirty Kansa what other gravel events does Lifetime on? Are those the two biggest ones, you know loosen

Kimo Seymour  21:16

is still I mean we call it a mountain bike race another one again it appeals to someone who maybe isn’t interested in as interested in the trails are obviously similar.

Scott Chapin  21:25

Yeah there’s a fair amount of double track that is paramount a double track and some

Kimo Seymour  21:29

gravel road. It’s got a nice variety to it very, very little single track. So it’s certainly a mountain bike race dirty Kansas, our only gravel event right now, a little teaser for you. We’ll be announcing two new events. Next week. We’ve got an event and holding a press event that in conjunction with our bike down in Bentonville next week. So we will have two more gravel events on our calendar for 2020. And that’s where you know right now that’s where we’re highly focused on expanding you know, expanding our footprint

Scott Chapin  22:01

Well, you answered my next question is, which was gonna be if you were looking to do some acquisitions? Would it be, you know, in the gravel arena being that it is such a hot market? 

Kimo Seymour  22:11

Certainly the you know, that it’s certainly growing. It’s a, you know, it’s in the grand scheme of things. It’s a small market, but growing at a, you know, exponential type of rate. You know, we’re still interested in again, I mentioned earlier, you know, we want to provide opportunities to create great experiences for people and so that doesn’t, it’s not necessarily limited to just expanding in the gravel space. We’re interested, you know, we’ve got a really healthy run portfolio. Yeah. And in our run events are have actually done really well the last couple years. I think, kind of despite some of the industry trends and road running. Our events have done really well again, because we’re so experiential focused. And so we’ve definitely got an interest in continuing to expand on the running side and the mountain biking and gravel areas.

Scott Chapin  22:59

So There’s there’s a question that I get asked a lot, which is, how do you keep the young athlete after they graduate from high school? Whether they’re going into college or not, I guess is not necessarily relevant. But how do you keep them engaged in, you know, in bicycling or running or any of the sports or are his lifetime doing anything to sort of address that that age gap between because it sure seems like from the time a lot of athletes graduate from high school and age 30 there’s, I think there’s a big drop off for a variety of reasons. But what are your thoughts on that?

Kimo Seymour  23:37

You know, what another really good question. I’ll tell you, Scott, this is part of the reason I’m interested in the opportunity to get involved with NICA. I think what NICA is doing is just amazing getting kids on mountain bikes. I think the question that we all have to answer is how do we keep them on bikes? And I’m hoping that we can play a role in that. I can tell you that Uh, with all of our mountain bike, and let’s throw in dirty Kansa or gravel event with all of our biking events, we outside of the Leadville trail 100 mountain bike race, all of our events have shorter distances or opportunities for what I would call more family, either kid or family focus type distances of events. So loosen is you know, that should multiple distances at that rate on Sunday, right, right, we’ve got the short and fat at Schwab. Again, we’ve got dirty Kansa team at added a high school race this past year. We’ve got Leadville with a silver rush event we added kids you know do triathlon kit and a separate kid’s shorter distance mountain bike race this year. So we’re doing lots of things to really kind of open up the events to draw in more family and in kid participation in the hopes that we can keep people engaged and especially, you know, youth as they come out of high school and into their, you know, into their early 20s. We’ll call them those gap years. You know, between high school and maybe age 2627, when they might come back to riding a bike, we’d like to, we’d like to help keep them engaged.

Scott Chapin  25:08

Yeah, and I can’t help but wonder, again, a lot of my friends have kids that are now in their early 20s. And, and a lot of them I think I hear this a lot is there, you know, they don’t have a lot of money, maybe they’re just starting a job they’ve got debt. You ever wonder if one of the solutions to keeping them involved is just having people in that particular age group have a different, you know, different fee structure it’s, it’s kind of I’m kind of going way, way off base with this. But have you ever thought about anything like that and whether that could be effective, and I realized that there are fixed costs with putting an event on but just curious about that.

Kimo Seymour  25:47

It’s, it’s funny you asked, we have actually we’ve had discussions about it, potentially even making our kid’s races free or lowering it to a point where it basically just covers our hard cost per athlete and, and so Yes, we have had those discussions. We haven’t pulled that trigger yet, but it’s something we’re considering for 2020. And it’s, you know, it’s tough to tell how much of kids transitioning out off of riding bikes is related to the cost of the expensive riding, you know, right, either the bike itself or, or event participation. So it’s tough to know that, you know, will free drive more demand or do we need to have the demand there and then, you know, offering free or reduced rates will just encourage more participation. That’s something we’re exploring.

Scott Chapin  26:32

Yeah, I mean, I don’t know I was throat just sort of throwing straws, but just I’ve heard that comment enough where, you know, maybe it’s maybe they’re on the bubble and they’d like to but then it’s like, uh, well, it’s 80 bucks and I don’t have a lot of extra money. So it just it’s really kind of interesting to think about it. But yeah, you really don’t know I guess until you try it or do some additional research. So do you a lot of the events do you Is there a for all the bike events, I presume you have Bicycle retailers and manufacturers and sponsors are that is that safe to say? across the board?

Kimo Seymour  27:07

Correct, right, we typically work with, obviously some of the bigger brands too, you know, typically sponsoring, or want to be associated with the events and, you know, involved in our expos at some of the bigger events, but then, you know, the people the lifeblood of these events often does live in that that local retailer, you know, that retailer that’s really closely tied into the market. So we work very closely with retailers across the country as well.

Scott Chapin  27:34

And oftentimes just have those retailers have you’ve gotten some good data as far as tracking the return on that that sponsorship or partnership investment?

Kimo Seymour  27:46

You know, I don’t get you to know, I don’t get specific from a bicycle retailer. What kind of results they get directly. I don’t know how much how well they can attribute it, necessarily to an event. I think what we do see across the country is, is in those markets, obviously, where those events are occurring, it seems as though the retailers are their product lines kind of mirror the format of the events if you will. So as an example, you know, in, you know, a dirty Kansa gravel city, yeah, you know, 99% gravel bites, right, that’s what they’re seeing in that market. And so, you know, I think it’s interesting to see how, you know, either the events and or what I’ll call, you know, social communities around those events, kind of end up dictating and driving, what the, you know, what the retailers are doing, and where the, where the retailers are succeeding. And then you know, that it’s those, you know, the most successful ones are where they do build a really great social community around writing. And again, often and you know, formats of, you know, Leadville as an example, you know, Cloud City wheelers, the local club up there along with with with The local bike shop obviously, you know, heavily skews towards mountain biking, right? Same thing with dirty Kansa and gravel.

Scott Chapin  29:07

Yeah. And that that’s where it gets to be really interesting is like well, you know, it’d be interesting to see sort of how something would morph so let’s say you have a brand new event the one perhaps in Arkansas gravel event and to see what the retailers in the area are currently selling from a product mix Fast Forward five years after the event grows, you know, grows to X amount of people and then compare that person you know, what percentage are gravel bikes compared to the overall bikes from the beginning to five years to 10 years? I can’t help but think that you’re right on that it’s going to really have an influence on both the type of product being sold within the bicycle retail shop and obviously the number of bikes so yeah, it’s those are some things that would really be interesting to me at least.

Kimo Seymour  30:02

Yeah, I think that’s a great point. It’s kind, I think it’ll be very interesting to see what happens in a market like Bentonville, where, as we all know, the Walton family Well, maybe many of your listeners might know the Walton family foundation has invested millions of dollars in that market-creating somewhere close to 200 miles of singletrack trails in around Benton, Benton County in Northwest Arkansas. And but what we’re hearing and seeing is a big growth in gravel cycling in general in that market as well. So beyond the fact that it’s become a destination mountain biking type of you know, destination, it’s also quickly becoming a gravel riding destination. So in kind of all things cycling, you will, so it’ll be interesting to see. We’ll be down there next week and be interesting to see what we have come another event producers have coming will have some impact on retail and what product mix that the retailers are seeing demand. Exactly.

Scott Chapin  30:56

Yeah, I mean, I think I mean, I’ve been to Bentonville. We had our Nike account. Stone there two years ago and that was my first visit. And to me, it was all about mountain biking. And I hadn’t heard I don’t think I had heard a single thing about the gravel scene. And now it’s there just hasn’t been promoted. And oftentimes, in some of the presentations I’ve done throughout the US, if there’s a new trail organization, for example, the best way to get people to visit your trail is to put an event on and that gets them there for the first time. It’s the interest in the community in the area. And that’s sort of the recipe for success. So it will be very interesting to follow that side of things. I think one more question. We’re almost out of time here. But does I presume that within the clubs, you have training programs that are very specific to a event that might be in the region? Can you tell me a little bit about that?

Kimo Seymour  31:47

Actually, yes, we do. So you may be familiar with Lifetime cycle Club, which is basically a free club that we offer in about 50 of our clubs around the country and what the number is right now. But somewhere around 50 clubs, have cycle clubs and put on rides on a weekly basis, in many cases multiple times a week, and obviously seasonal, but we have somewhere around 30,000-lifetime cycle club members around the country. So it’s a pretty, pretty big audience. And we do, we are seeing more actually more and more of those clubs offering up mountain biking and gravel, horses and workouts with their, with their club members. And oftentimes, it is, you know, in markets close to where those events are, you know, some of the events that we’re producing or other really, you know, really strong events in the country. So, we do see that you know, what, what events are happening and the format for the events, we do see that influencing our psycho club in the demand for different styles and types of rides for those clubs.

Scott Chapin  32:49

Wow, that’s not 30,000. So I presume that a lot of those individuals that maybe were reluctant to sign up for an event that that club is giving them sort of the support and confidence and sort of the training tools to be able to do the event is was that one of the sorts of end goals,

Kimo Seymour  33:08

that’s, that’s one of the goals. Absolutely. And customizing some of the formats for those group rides to help, you know, empower people and, and educate him about the, you know, the types of events that we’re producing and other events that might be happening in those markets. If you think about it, our footprint on the event side, you know, we’ve just talked about the handful of mountain biking and gravel events that we have around the country, it’s really small if you think about, you know, the magnitude of gravel and mountain biking across the country. So we’re certainly in a lot of markets, you know, hopefully helping people achieve you know, that again, there, you know, their aspirational goals, whether it’s our event or somebody else’s. Again, our goal was cycle club and it starts with our from our CEO Barama karate on down the goal is just empower and enable people to get out and ride together and get people on bikes and we’ve had some pretty good success with that, you know, it kind of starts with I got to speak a couple of years ago at a conference in Monterey just before sea otter bicycle industry Leadership Conference and talked a lot about how we have started athletes or cyclists on you know, in spin classes in our clubs and obviously you know 10s of thousands of people take those spin classes every year and then eventually we get them to on a bike to come show up at an at a cycle club event and we get them into those you know, those training rides across the country and then the end game is still hoping we can get them to move from there out to take on something like dirty cancer, trauma again or loosen

Scott Chapin  34:38

interesting so my boy my brain when you’re talking about that side of thing, if I was a bicycle retailer, I would probably wonder how I could get involved with the club, right? Do you do work with any bicycle retailers locally as far as support for those particular members of the club? We do? Yeah, most

Kimo Seymour  34:58

of those are many of the clubs are around the country, the cycling clubs around the country have a relationship with a local bike dealer. So, you know, we have had national bike sponsors for cycle club in the past, but it’s never really I think it’s it’s never been quite as valuable as when we’ve you know had those good local relationships because again, it really boils down to that local what becomes a very social community around riding bikes and that the hub for that is kind of, you know, shared between our club and that local retailer in that market. So it where we’re most successful with, with cycle club, I think is where we see really, really strong relationships with those local bicycle dealers.

Scott Chapin  35:39

That’s fantastic. Well, thank you so much, and any last words that you’d like to say before we end this podcast?

Kimo Seymour  35:46

Oh, you know, I just I would just say thank you. Thanks for giving me the opportunity to come on. And you know, I hope I shed a little bit of light that maybe give some insight or some of your dealers around the country, I’d encourage them all to get involved with events if they’re not already and build The relationships and building those communities of people riding bikes and I’m sure many of your dealers that are a part of your association and that listen to your podcast or certainly, I’m guessing they’re quite familiar with the success that can come from being associated with events and really engaging with those audiences locally.

Scott Chapin  36:16

Fantastic. Thank you so much, Kimo.

Kimo Seymour  36:19

Thanks, Scott.

Rod Judd  36:26

This has been bicycle retail radio by the National Bicycle Dealers Association. For more information on membership and member benefits, join us @NBDA.com

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