ortunities for bicycle manufacturers.
Mountain biking made its Olympic debut in the 1996 Atlanta games, a move which is expected to increase long-term demand for all-terrain bicycles. All-terrain bicycles accounted for more than 65 percent of all bicycles sold through dealers and specialty retailers during 1995, with similar figures posted in discount and mass merchandising stores. Many consumers find that all-terrain bicycles are more comfortable to ride than road bikes, even when riding in flat areas or good weather (McCabe, 1996, p. 6040057).
The mountain bicycle was initially introduced in the mid 1980s and a million units were sold in the United States in 1985; by 1994, demand had increased to more than 8.7 million units. Overall demand for bicycles was estimated at 16 million units during the mid-1990s within the United States where growth was stagnant. In Germany, which is Europe's largest bicycle market, demand fell by ten percent from 1993 to 1994, and British sales were also stag
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