Coasting is a line of Shimano components and recreational bicycles from multiple manufacturers. It represents an integrated, industry-wide strategy to engage non-cyclists in casual biking. To reach the 160 million US adults who are not riding bikes, Shimano partnered with designers and manufacturers to specify a new biking experience that conjured childhood memories of simple, joyful riding. Enabled by novel features, such as automatic shifting, puncture-resistant tires and coaster brakes, these bikes are easy to ride. In addition, a comprehensive Web site helps people to locate and suggest safe places to ride, and a trade campaign and training curriculum educate salespeople to better serve the recreational non-elite customer.