Ride more. It’s our hashtag, our motto, part of our logo and most importantly it’s our way of life. It’s the guiding principle for our business. Does this help our customers and ourselves ride more? If the answer is yes then we are in. We have organized countless group rides and put on many different types of events, including road and mountain races. Our benchmark for success on those events is whether or not the participants are having fun riding their bikes. We know that if they have fun during an organized ride, it will motivate them to ride more. And that’s what we are all about.