A Billion Reasons to Take Biking Seriously

Sometime in the last year – when the smart people in North America weren't looking – bike-sharing turned into a billion-dollar industry. I may be exaggerating when I say “industry.”  But not “billion.” 

3 minute read

January 14, 2008, 9:33 PM PST

By Gordon Price


Sometime in the last year – when the smart people in North America weren't looking – bike-sharing turned into a billion-dollar industry. 

I may be exaggerating when I say "industry."  But not "billion." 

"Banks and private equity firms are eyeing a growth market for the bike industry," reports Bike Europe. "The money involved in such systems is huge. In return for the Paris Vélib system with its 1,451 rental stations and 20,600 bikes, JCDecaux obtained the rights to exploit 1,628 billboards in Paris. The company expects to realize € 600 million in advertisement turnover over the course of the 10-year contract." Cities all over the world are now looking seriously at public bike systems: London, Geneva, Barcelona, Rome, Beijing, Sydney.   

About a decade ago, Vancouver contracted with JCDecaux to manage our bus shelters and street furniture in return for advertising rights on the shelters.  Like most cities, we already allowed billboards to proliferate with zilch in the way of public contribution, and so can't lever them to finance a Velib-type system. 

We're in danger of missing out as other cities take advantage of this new green economy.  Columnist Thomas Friedman has been making this point repeatedly in the New York Times: "Being green, focusing the nation on greater energy efficiency and conservation, is not some girlie-man issue. It is actually the most tough-minded, geostrategic, pro-growth and patriotic thing we can do ."  Climate change and the rising cost of crude are going to make green technologies the industries of the 21st century, and we're not yet taking them seriously.  

And why?  As Friedman says of our current leaders: "when it comes to making ourselves energy efficient and independent, and environmentally green - they ridicule it as something only liberals, tree-huggers and sissies believe is possible or necessary."  Real men don't ride bikes.

This summer, a social policy analyst with the Netherlands government came to Portland, Oregon and Vancouver, B.C. to see what the Dutch might learn from us.  (Yes, from us!)  And what he discovered was the irony of our political culture: "Cycling in North America is clearly a leftist thing," reported Loek Hesemans, "although it ties in with conservative North American values like independence, freedom and the ability to manage for oneself."  (You can read a lot more of Loek's observations in the current issue of Price Tags.)

And so common-sense activities that shouldn't be ideological are given a left/right slant and used to fight another battle in the culture wars.  We end up blinding ourselves to opportunity – in the case of bike sharing, one that makes money while reducing greenhouse gases, that helps free us from oil shocks and car dependency, and pioneers a way of life that makes people in other places healthier, happier and richer, as we become vulnerable, fatter and poorer.   


Gordon Price

Gordon Price is the director of the City Program at Simon Fraser University. He is also an adjunct professor in the School of Community and Regional Planning at the University of British Columbia, where he developed and teaches the course Vancouver and Its Times.

In 2002, he finished his sixth term as a City Councillor in Vancouver, BC.

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 16, 2025 - Diana Ionescu

Green vintage Chicago streetcar from the 1940s parked at the Illinois Railroad Museum in 1988.

Chicago’s Ghost Rails

Just beneath the surface of the modern city lie the remnants of its expansive early 20th-century streetcar system.

July 13, 2025 - WTTV

Blue and silver Amtrak train with vibrant green and yellow foliage in background.

Amtrak Cutting Jobs, Funding to High-Speed Rail

The agency plans to cut 10 percent of its workforce and has confirmed it will not fund new high-speed rail projects.

July 14, 2025 - Smart Cities Dive

Worker in yellow safety vest and hard hat looks up at servers in data center.

Ohio Forces Data Centers to Prepay for Power

Utilities are calling on states to hold data center operators responsible for new energy demands to prevent leaving consumers on the hook for their bills.

July 18 - Inside Climate News

Former MARTA CEO Collie Greenwood standing in front of MARTA HQ with blurred MARTA sign visible in background.

MARTA CEO Steps Down Amid Citizenship Concerns

MARTA’s board announced Thursday that its chief, who is from Canada, is resigning due to questions about his immigration status.

July 18 - WABE

Rendering of proposed protected bikeway in Santa Clara, California.

Silicon Valley ‘Bike Superhighway’ Awarded $14M State Grant

A Caltrans grant brings the 10-mile Central Bikeway project connecting Santa Clara and East San Jose closer to fruition.

July 17 - San José Spotlight