While I was poking around on American bike sites this morning something
struck me that I'm sure many over look. In those ad's for clubs,organization
etc. the bike used as an example is always a MTB not anything close to a
"Dutch" bike. The riders all have helmets and ride without fenders on bikes
with derailers.

It's no wonder that American riders don't want or know about "Dutch" type
bikes so common in Europe!! The "image" if cycling in the U.S.A. is that of
MTB'er not a utility cyclist. As we all know "image" is everything.

That said, until the "image" of cycling in America changes back to ad's that have
normal people riding normal bikes the lycra / helmet "bikes r toys" crowd will
be the market sold to.

I have to say that the main challenge in the U.S.A. is how to change the image
away from all the sports aspects that currently define cycling in America. A
quick study of how the Europeans (and the rest of the world) define cycling
means 'we've' got it all wrong.