Trek raised over US$130,000 for charity by holding 87 simultaneous Breast Cancer Awareness Rides across North America last month.
Some 4,700 cyclists took part in the bike rides on 9 October, which were orchestrated by Trek's dealer network. The money raised represents more than one-third of the total funds generated in the event's five-year history.
“Our experience is that whenever you can incorporate a local flair or flavor — everybody approaches their rides a little differently and brings something different to the table — you’re able to spread the message and spread the proceeds out a lot further,” said Eric Bjorling, of Trek media relations told BikeRadar.
Trek say that 88 cents from every dollar raised in 2010 went directly to the Breast Cancer Research Foundation. “We're thrilled by the phenomenal response from riders and Trek retailers at the 2010 BCAR,” said Leslie Prevish, Trek women brand manager.
“It’s inspiring to see the level of enthusiasm, courage and strength these women and men display. Trek Women are proud to be involved with such a worthy cause.”
Inspiration was easy to come by at the 2010 events
Since its inception in 2006, the Trek Women Breast Cancer Awareness Ride has raised more than $364,000 for the Breast Cancer Research Foundation. Their mission is to achieve prevention and a cure for breast cancer by providing critical funding for innovative clinical and translational research at leading medical centers worldwide, while increasing public awareness about good breast health.
Event registration and awareness was promoted through social networking sites, including Facebook and Twitter, as well as Trek’s dealer network. “We think of Trek Women as a community of women and riders and there is no better way to reach out to that community than social media,” said Bjorling.
“Our dealers have been pretty aggressive in adopting social media and having their own Facebook pages and talking to their own unique customer base. We just help provide them the tools to use; I think that almost every shop involved in the ride has some sort of presence in social media, so being able to tap into those deeper networks is really valuable for the ride’s success.”
Each rider received a gift bag from Trek Women and their local Trek retailer. Top fundraising Trek retailers were: Syracuse Bicycles of Syracuse, New York, who raised more than $8,000 and attracted 282 participants, and The Sports Den of Marshfield, Wisconsin, who raised more than $16,000.
The 2011 BCAR is tentatively planned for October, which coincides with National Breast Cancer Awareness month.