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How does a company world-renown for high-performance, cutting-edge bicycle technology—bikes that have been used to win eight of the last nine Tour de Frances and an unprecedented six World 24 Hour Solo Championships—design a bike for the estimated 160 million non-bike riding Americans? How can the twin powers of technology and design break down the barriers preventing millions of Americans from riding a bike, creating a whole new paradigm centered around a bike platform that not only looks fun and easy to ride, but also IS fun and easy to ride? The latest issue of Fast Company peeks behind the scenes to get a closer look at how Trek’s Lime evolved from opportunity to execution: “Millions of Americans haven't been on a bike since they were kids. Here's how Trek set about getting them back.”
