The bicycle brand Specialized created a different name for their city and street oriented designs. This brand named Globe had a trailer on it's website that shows people biking around Minneapolis with classic images like that of the Grain Belt sign. 'Inspiring everyone to a cycling lifestyle' is the slogan at the end. I wonder what a cycling lifestyle is? does it propose that everyone should have fit enough legs to propel themselves, or that people should wear pants cut at the calf or rolled up?
The benefits I like from cycling is the improved taste of food when you are famished and the way cold water tastes after the sweat has been dripping off your nose for half an hour.
I don't connect those things to a cycling lifestyle, I do connect them to an active lifestyle. And with the new wordage coming out of bicycling activists being 'active transport' I think activity should be the focus of the future. The industrial revolution was full of men women and children packed into factories, mines, and mills working long laborious days. The post industrial world we have created is full of machines, mainly computers which we sit in front of. Building packed with people sitting in boxes in front of their computer, not the most active of worlds. But in my stint as a delivery man for the U-stores on the U of M campus I saw one such chair that turned my head. In the realm of chair sitting this chair was by far the most active, and good for your posture to boot.
Cycling is just one expression of activity, inactive is the world of sitting, which many people engage in near machines like computers and television sets. But it's not politically agreeable to rail against television, for it is the mouthpiece of politics, sports, cars, fashion, and multinational advertising.
The day I see bicycling advertised on television I will run naked through the streets, the only current company with the kind of dough to do it would be Giant, the biggest bicycle manufacturer in the world, and one of the only bike companies traded above the penny stock level. The also have a line of lifestyle bikes, and their headquarters is in Taiwan, and the city of Taipei is orientating itself more and more to bicycle travel.