Irvine, CA: The National Bicycle Dealers Association (NBDA) and HLC have announced the retailers whose events have been awarded to receive funding and organizational assistance as part of the Buy Where You Ride Retailer Event Fund. The assistance will support and enhance Specialty Bicycle Retailers’ thoughtfully organized and inclusive events including Grand Openings, Kids-Focused Events, Organized Charity Rides, and Community-Centered Social Experiences.
Early this year the NBDA and HLC, with support from partner brand SRAM, announced the formation of this exclusive program designed to award support to 5 retailers in 2022. Retailers were asked to complete an application to be reviewed for acceptance. NBDA and HLC reported that due to the volume of applications and quality of events, they saw a need to increase the support available and award the fund to 11 retailer events and additionally offer a secondary level of support to another 8.
“The team at HLC were moved by the number of retailers submitting request for event support. We put tremendous value on the importance of supporting local dealers and their community events. Reading through the applications we knew we had to do more. Through support from our brand partners, we were thrilled to offer additional events funding. It truly proves that collectively we can have a positive impact one event at a time,” stated HLC CEO Patrick McGinnis.
Recipients receive personalized event consulting and support, $1,000 directed to enhance event, and BWYR digital promotional materials. HLC brand partners SRAM, Muc-Off, Maxxis, Pirelli Tires, and others have offered additional support to the retailer events. “It has been great to get to know each of these retailers on a personal level and understand the ‘why’ behind their events,” commented NBDA President Heather Mason. “I am forever grateful to HLC and the brands who helped us make this project a reality. It feels fantastic to know we are supporting 18 unique retailer events across North America.”
2022 Buy Where You Ride Retailer Event Full Fund Recipients
Newburgh Rise and Ride Bicycle Shop, NY
Pedego Oyama, British Columbia, Canada
“We are beyond thrilled to receive this welcoming news and support of our event. The Lake Norman Fondo will hold its 4th year event on August 14th in Davidson, NC. 2021 saw a turnout of over 550 riders, a very diverse group of cyclists from season roadies, newbies, e-bikes, and 20 junior cyclists representing 14 states. With this welcomed industry support, I believe 2022 will be a bigger success," commented recipient winner John Finney from Spirited Cyclist.
The Buy Where You Ride Retailer Event Fund was created to direct resources to aid in the planning and execution of retailer events across North America. The program was designed to highlight the positive benefits that a retailer can expect from strong relationships with associations, distributors, and brands – which ultimately will have a direct positive impact on a retailer’s business and community. HLC and NBDA have pledged to continue to grow the program in years forward. The 2023 application will be available on the NBDA website beginning March 2023.
The Buy Where You Ride Retailer Event Fund is one of many programs spearheaded by the NBDA in the pursuit of strengthening the specialty bicycle retailer and leading bicycle retail to excellence. The 2022 program is made possible by generous support from sponsors HLC and SRAM.
For more information on the program please contact the NBDA here.
