How we write and speak about riding a bicycle matters. We want to encourage riding. In recent years many bicycle retailers have catered to small but prominent groups of riders. Language that implies exclusion has become a habit.

Changing the words we use will not sell more bicycles. But changing the words we use will change how we think about and treat customers.

Don’t use these words:

enthusiast
sport
avid
serious
pack
peloton
clipless
clips
culture
high performance
performance
top-tier
high-end
professional
pro
demanding
experience
physique
hammering
Lance
aero
grams
elite
specialty
carbon
composite
competitive