Consumerism is undeniably woven into the fabric of modern society. However, its expansive reach may not be as innocuous as flashy advertisements would have us believe. Now, it might seem contradictory to start a blog discussing the pitfalls of consumerism while intending to funnel visitors to Rodeo’s website, hoping they’d invest in a bike. But this juxtaposition is what sets Rodeo apart. I think I speak for everyone here when I say that Rodeolab’s fan’s are here for the culture not just the bikes. As adventure cyclists, our brand of consumerism is geared towards not just healthier choices, but also more meaningful experiences. What I’m driving at is, while traditional consumerism, particularly the American variant, often leaves a trail of depletion, there exists an alternative that can enrich rather than exhaust.