Riding a bicycle is not just a sport, it’s a lifestyle. Momentum magazine has goals. They want to influence a shift in the transportation culture in North America from car-centricity to a balance of public transportation, appropriate car use, walking and bicycling, by showcasing that riding a bike is a fun, smart, stylish and sexy way to get around. They are the only media company of its kind speaking to men, women, and families with content 100 percent dedicated to growing and enhancing cycling as a part of a lifestyle using an eco-friendly and fun form of transportation.