DURANGO, Colo. (BRAIN) — In the latest Channel Mastery podcast series devoted to change in the bike industry, host Kristin Carpenter is joined by Ashley Korenblat, the founder of Outerbike. The first OuterBike was a relatively radical idea: Instead of giving consumers the opportunity to demo a bike in a few circles around the parking lot, bring the bikes to iconic trails the consumer wants to ride.
For the first Outerbike, Korenblat called in all sorts of personal favors and connections to get brands to bring their fleets to Moab, Utah, on their way home from Interbike. A decade later, Outerbike has expanded to four incredible riding destinations and is a pilgrimage for thousands of enthusiast cycling consumers.
From Outerbike’s launch to today, consumer research and purchasing practices are completely evolved. Today, it’s a battle for their attention. And because the bike market is comprised of specialty brands and businesses, we don’t compete on price, or even convenience for that matter.
That’s why consumer events are so imperative to the health of the specialty bike business today. The beauty of an effective consumer event is that it taps into the very reasons — the very heart — of what makes the tribe happen, the very passion for the activity itself. In Outerbike’s case, it’s bikes, riding, and trails.
Show notes: connect with participants:
