I did a simple test at home and placed my car keys next to my bike lock. Anytime I left my house I had to choose between the two and if I picked up the car keys I had to justify why I was choosing to drive rather than ride my bike. This is how I discovered a list of objections that lead people to choose driving over cycling. The Boost is the bike I designed to overcome our objections to using our bikes more often.
- Benno Baenziger, founder of Benno Bikes and the former co-creator of Electra Bicycle company.