Bike Austin
My impression is that Bike Austin's strategy is to normalize cycling. For many years in the U.S., cycling was an exceptional activity, generally not viewed as something that could be integrated with daily life. Leading a group ride on a city bike, in street clothes, and without a helmet is more than a collection of personal choices: it's a statement about a different way to conceptualize cycling in the city. You're a lot more likely to ride from the brew pub to the café if it's OK to jump on any old bike in the clothes you happen to be wearing.