Bicycling is booming in Texas, and the data backs it up. According to the latest outdoor participation trends, bicycling ranks among the top five outdoor activities in the U.S., with 17.2% of Americans aged six and older hitting the road, trails, or BMX tracks in 2023. For Texas-based businesses, this growing interest presents a golden opportunity to align with an ever-expanding market.

Here’s how your bicycling business can use this data to accelerate growth and pedal past the competition.

1. Cater to Casual Participants

Casual participants—those engaging in outdoor activities a few times a year—make up a large chunk of the market. These riders are not chasing speed records or conquering technical terrain; they’re here for fun and relaxation. 

To tap into this demographic:

• Stock beginner-friendly bikes: Affordable hybrids or cruisers work best for weekend adventurers.

• Offer bike rentals: Help casual riders explore trails without the upfront cost of ownership.

• Create beginner workshops: Host free or low-cost events teaching basic maintenance or trail etiquette.

2. Leverage the Aging Participant Base

Seniors are the fastest-growing group in outdoor recreation. Their participation rate jumped to 39.5% in 2023—a growth fueled by their free time and spending power. Older riders often prioritize comfort and community over performance.

Here’s how to meet their needs:

• Promote e-bikes: Electric bikes help older customers tackle hills or longer rides with ease.

• Develop community rides: Organize weekly outings tailored for older riders, focusing on scenic and social experiences.

• Highlight health benefits: Market bicycling as a low-impact exercise that promotes cardiovascular health.

3. Build Local Partnerships

With outdoor recreation accounting for $55.8 billion annually in Texas, collaboration can amplify your reach. Team up with local businesses to create unique, engaging offerings.

Ideas for partnerships include:

• Cross-promotions with breweries or coffee shops: Combine bike trails with local attractions to create a full-day experience.

• Work with state parks: Offer guided tours or promote nearby park trails for cyclists.

• Collaborate with fitness brands: Bundle cycling gear with memberships to local gyms or wellness programs.

4. Tap Into Digital Storytelling

Social media can amplify your reach, showcasing Texas’s incredible bicycling landscapes while building your brand. Use the data to create a targeted social media strategy focused on engagement and storytelling.

Here’s how:

• Highlight customer stories: Share testimonials from beginner riders or seniors enjoying their first e-bike experience.

• Showcase Texas trails: Use visuals of riders exploring iconic paths like the Mission Reach Trail in San Antonio or Big Bend Ranch State Park.

• Use video marketing: Post short, engaging clips of repair tips, trail rides, or group events.

5. Address Barriers to Participation

A significant number of new participants encounter challenges like cost, lack of knowledge, or intimidation. Your business can break down these barriers by offering:

• Flexible payment plans: Provide financing for premium bikes and accessories.

• Educational resources: Develop a blog or YouTube channel explaining basics like tire pressure, trail safety, or choosing the right gear.

• Inclusive campaigns: Host open-house events where people of all ages and skill levels feel welcome to ask questions and test bikes.

6. Emphasize Texas’s Unique Appeal

Texas offers year-round riding weather, diverse trails, and a passionate community of outdoor enthusiasts. Highlight these advantages in your marketing efforts:

• Host events: Organize charity rides or festivals celebrating bicycling in iconic Texas locations.

• Promote heritage: Showcase Texas’s outdoor legacy and its commitment to fostering recreational opportunities for future generations.

• Invest in community building: Support local advocacy groups working to expand bike trails and improve cycling infrastructure.

The outdoor trends reveal a rising tide of opportunities for Texas-based bicycling businesses. By catering to casual riders, connecting with older participants, and using targeted marketing strategies, you can build a thriving enterprise while fostering a love for cycling across the Lone Star State.

About TxORA

The Texas Outdoor Recreation Alliance (TxORA) is a growing network of outdoor businesses and value aligned organizations, dedicated to advancing the $55.8 billion Texas outdoor recreation economy. By building collaborative partnerships and enhancing industry exposure, TxORA elevates businesses that inspire outdoor recreation.

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