The best business ideas are those that are so blindingly simple that it’s hard to believe it took so long for someone to think of them: the Ziploc bag, putting the freezer compartment on the bottom of the fridge, wheels on suitcases.
So it is with the just-completed RBC GranFondo ride from Vancouver to Whistler. Of course there would be 4,000 mostly “MAMIL” cyclists (middle-aged males in lycra, some actually OFILs – old farts in lycra) who would be willing to lay down $175 to prove they could complete the 120-kilometre ride protected by guarantees of a safe lane all the way. Of course Neil McKinnon, co-founder of the ride, would be able to “just about break even” on his first time out, after three years of planning and investment (“well over $500,000” for traffic planning, including buying 10,000 pylons for $100,000).
McKinnon managed to create the first GranFondo in Canada, but got scooped in the North American market by a couple of rides that have started in California.
As one of those riders who has only recently started road riding on a fancy bike, I’d say McKinnon more than nailed his two objectives: safety, and the integrity of a clear ride with no forced stops or impediments.
It was unnerving to ride by the cyclist who lay unconscious and bleeding beside the Upper Levels Highway after he went over his handlebars into the concrete lane barrier. He was listed in stable condition as of this writing. But other than that misfortune, the race was extremely well organized.
One rider whose chain broke 10 kilometres from the finish was rescued and back riding within minutes thanks to volunteer mechanics from the Bike Gallery.
Did I say “race?”
Given the demographic – 72% male, average age 46 – it’s hard to keep these outings to a “ride,” even for those of us who stopped in at the Squamish aid station for a water bottle fill-up and some wine and pizza from the Bearfoot Bistro. (Breaking the tradition of using bottled water and getting us to refill our plastic bottles cost McKinnon the opportunity of a water sponsor.)
True racers in the advance Giro were a breed apart, the winner Andrew Pinfold finishing in 3:14, giving him an average speed of 37 km/h on a course equivalent to climbing Cypress Mountain three times.
Aside from pools of testosterone at the start, another distinguishing feature of this ride’s demographic was higher-than-average incomes. McKinnon’s company and Tourism Whistler are officially calculating economic benefits, but unofficially, if the average price of a bike and kit (don’t forget the altimeter, the tune-ups, the custom fitting …) runs to around $4,000 per rider, let’s just say it’s not surprising that there were so many high-level business people in the crowd. On the economic benefits side, Point Grey’s Bike Gallery saw 40% growth this year, with record sales of packable rain jackets and booties two days before the GranFondo.
“All I can say is ,‘Wow, incredible,’” said the Bike Gallery’s Stephen Kim after the race. “It’s really true that cycling is the new golf. It’s just unbelievable watching more and more people getting into the sport, planning wine tours, cycling trips to Europe, and now the GranFondo.”
Like all good businesses, the GranFondo is scalable. Next stop for McKinnon and his 12 full-time employees is an inaugural race next year in either Penticton or Kelowna, then something in Alberta and Ontario the year after.
If they can figure out how to massage the pinch points on the Whistler ride, there’s no limit to how many riders will do it next year. Within minutes of opening up registration for 2011, the surge of traffic to his server (the same one used by Amazon.com) temporarily crashed the system. In the first few seconds, 150 people signed up, oblivious to the new fee of $225. Of course they would.