Planet Helps Mountain Bikes Get Serious About Serious Fun

Gary Fisher Mountain Bikes wants to make it clear that it's offering serious bikes, with serious technology, for some serious fun, according to Rob Sax, president of Planet Propaganda.

"For decades, Gary Fisher has evolved, while remaining true to the spirit behind the original concept: It's always been about the experience and freedom of where the right equipment can take you.

This year's catalog and redesigned website really grab hold of that idea and shows some amazingly beautiful places that bikes take people."

Distributed in July, the annual Gary Fisher catalog reaches nearly 1,000 independent bike retailers in the U.S. and hundreds more in the United Kingdom, Germany, Switzerland, Spain, Japan and other countries.

In addition, fisherbikes website generates roughly 70,000 unique visitors each year.

Some may find it surprising that neither the catalog nor the website include ordering information for the end-user, the rider.

Sax explains, "It's not a small purchase. It's something the consumer gives a lot of consideration to.

Typically, they start by researching the bikes on the web, and we want to get them the info they need and get them into the stores to talk with a dealer.

Fisher dealers are the experts.

The site and the catalog just help ensure the skids are adequately greased."

Toward this goal, Planet streamlined the tools that help guide riders through the product offering.