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Official Brand Hub

Asheville On Bikes

Asheville on Bikes is the city's only dedicated cycling advocacy organization — combining celebration, education, and policy advocacy into one community-powered movement. AoB makes cycling better for everyone, not just cyclists. By connecting everyday riders to tangible policy victories, AoB turns individual membership into collective civic power.

Brand Foundation

Mission

Asheville on Bikes cultivates the culture of urban and commuter cycling through advocacy, education, and celebration. We believe that cycling has a direct impact on the health of our community.

Vision

A city and region where cycling is a safe, joyful, and equitable option for every resident — from the 8-year-old on their first bike to the 80-year-old commuter — supported by world-class infrastructure and a vibrant community of advocates.

Brand Story

In 2006, Mike Sule returned to Asheville from a Portland bike tour with a simple ambition: grow Asheville's bicycle culture. The organization's founding moment arrived in the 2007 Asheville Holiday Parade, when 25 costumed cyclists rolled through downtown and came home with both "Spirit of the Parade" and "Best Overall" honors — along with $250 in prize money that seeded the advocacy work to come. Around the same time, a red heart-shaped bicycle sticker began appearing on cars, bikes, and storefronts across the city, quietly announcing that something new was taking root.

From that scrappy, joyful beginning, Asheville on Bikes grew into the region's premier cycling advocacy organization. Over nearly two decades, AoB has secured protected bike lanes, championed the Hellbender Regional Greenway, launched the Bicycle Benefits program (now national in scope), and built programs that serve youth, commuters, businesses, and city planners alike. In 2020, the League of American Bicyclists named Asheville on Bikes its Bicycle Advocacy Organization of the Year — recognition of a movement that has always believed celebration and civic action belong together.

Target Audience

Urban and commuter cyclists of all genders, ages 18–60, in Asheville and Buncombe County who ride or want to ride for transportation, and who are environmentally conscious and community-oriented. They are frustrated by unsafe, car-centric roads and seek protected infrastructure, real policy change, and a community of fellow riders who share their values.

Current assets: 3 branded properties plus the core website and social channels.

Location & Contact

Areas served

Western North CarolinaBuncombe County, NCAsheville, NC

What the Brand Is Built Around

  • Advocacy for active transportation
  • Education for all skill levels
  • Celebration as a tool for community building
  • Equity and inclusion — active transportation for ALL, regardless of race, income, ability, age, or sexual orientation
  • Tolerance and belonging
  • Community health and well-being
  • Environmental sustainability
  • Civic engagement

What Sets Them Apart

  • The only dedicated cycling advocacy organization in Asheville — not a recreational club
  • 2020 League of American Bicyclists Bicycle Advocacy Organization of the Year
  • Programs spanning youth education, adult cycling safety, business certification, and policy advocacy
  • Explicit equity commitment adopted 2017 — centering riders who depend on bikes for transportation, not recreation
  • Founding organization of the Bicycle Benefits program, now operating nationally
  • Landmark advocacy victories including protected bike lanes, the Hellbender Trail Network, and the 2025 approval of Asheville Unpaved
  • Membership described as "the single most effective thing you can do as an individual" to advance cycling in Asheville

Official Social Channels

2 channels

Primary Brand Assets

1 property

Search Mentions

3 properties