So what if "cycling is the new golf?"

After reading "You paid how much for that bike" in the New York Times, most long time cyclists will be disgusted (or at least roll their eyes). The article begins with a story of a woman who is just learning to ride that starts out buying a $9,000 custom bike. Next it details a New York City bike shop that is reminiscent of the Harvard Club, including  massage tables, showers, espresso machines, and top shelf wine and liquor.

Yeah...I know...crazy, right?!

But why do we, pragmatic cyclists, get so up in arms when this seemingly over the top exuberance pervades our beloved activity? Why not embrace it?

For some, cycling has just become a more approachable sport. And not all of these new bandwagon hoppers are assholes.

I say, the more the merrier.

As we roll our eyes and shun the invasion of the ultra-rich newbies we are essentially closing our activity to only those that we want to join our "cult." It reminds me of the surly shopkeeper we all know and love...you know...the one that makes you feel like shit, because you don't know as much as he does about bikes.

So let's learn something about service. Let's open up our approach. Find the positives in this new "user" group and it's potential to influence the industry. An industry executive in the Times article summed it up best:

It’s no secret to anyone who has ever endured an encounter with a grease-stained, eye-rolling, heavily sighing bicycle shop employee that customer service in the industry has historically ranged from sullen to supercilious to overtly hateful. (“It’s one of the few retail industries where a condition for employment seems to be utter contempt for the customer,” said one industry executive.)

Of course, I would add the airline and department store industries to the list, but nonetheless, the point is that we need to open our minds a bit and be inclusive even as the sport becomes more exclusive.