While only the most elite cyclists in the world will compete in the 21 grueling stages of the 105th Tour de France this month, millions of Americans take their bikes to the streets and paths around their neighborhoods regularly for exercise and leisure.
And cycling participants are no small group. Nearly 35 million adults go cycling regularly in the U.S., according to Nielsen Sports Sponsorlink research. Cycling is among the most popular participation sports behind swimming, running, fishing and hiking.
Communities around the Great Lakes have some of the highest cycling participation rates, with Minneapolis/St. Paul, Detroit and Chicago topping the list. More than 42.7% of adults in the Minneapolis/St. Paul area and 40.7% in Detroit reported going for a bike ride in 2017.
Men are more likely to go cycling. Among U.S. adults who get on a bicycle regularly, 60% are men and 40% are women. The sport is most popular among among 25-34 year olds.
People using pedal power in the U.S. are likely to have significant spending power as well. Marketers should take note that cyclists tend to have higher annual incomes than the general population and have a greater interest in travel, food and wine, music concerts and festivals, technology and film.