Inspiring a bigger population to do something fun and amazing always strikes as a good marketing strategy. Today, Jesse Cole interviews Chad Wolfe of Trek Bicycle Store. Chad is the guy who created a community hobby and, at the same time, promoted and grew his shop. He shares to us how he drew more people to their city and brought back the joy of biking. By marketing his experiences more than their products, Chad was able to resurrect the love for biking and created a cultural shift. Here, he also talks about how they assessed every bit of the biking experience to understand how to market their products.