I keep coming back to the Coasting booth (that and Ellsworth) and sitting here with me is Coasting Girl. Shimano is noticeably excited about the Coasting concept and group.

So Coasting Girl, what do you think?

Well many things. Coasting is just what millions of Americans have been thirsty for. . .

Also pictured in the gallery photos are Devin and Anthony. Anthony works for Ideo, who worked with Shimano on the human factors - people who are riding bikes, in the target demographic, just want to ride and not worry about shifting and all of the other overhead. Summing up coasting in a sentence, it's not about the bike, it's the experience. Devin told me that Shimano is also spending lots of time on the retail experience. Creating an area in IBD stores for Coasting.

Here's an earlier post about coasting, where I was wrong on it just being a drivetrain and instead it's an intergrated solution and a concept. Nuvinci also asserted that the industry needs to stop marketing to its fan base and instead grow the market by positioning bikes as solutions to transportation problems.