My view is that making a small change to how I conduct business and run my life is better than doing nothing, and that if everyone tries to introduce small changes, these changes will take hold and make a difference, hopefully in time to prevent a dystopian future or one that is just not very comfortable. This is how I have arrived at doing what I can to make A-D Bikes a circular and sustainable bike company.
John Burke (CEO of Trek Bicycle Corpoation) understands the Circular Economy better than he did when he was brainstorming on the white board. Mr. Burke is on the right track and he is ready to bring Trek and the entire bicycle industry kicking and screaming into the twenty-first century. If there ever was a time for a serious restructuring of the bicycle industry it is now.