This 23+ minute video shows John Burke, Trek’s President, at the Taipei Bike Show describing how bike companies should divert money from marketing and R&D to help promote bicycling in cities throughout the world. Genius. MakeÃ‚Â communitiesÃ‚Â bicycle friendly and more people will ride their bikes! More bikes will be sold, people will be healthier–gasp! healthcare costs will go down… Good feelings all around.