One world, two wheels is a great initiative by Trek. People in Europe and North America (including children) are overweight and one of those reasons is that they sit too much, either moving too much in a vehicle or sitting in front of TV's and other electronic media for too long (convenience and demands of modern living). Additionally, the consumption of fuels for transportation, and the rising fuel costs make a bigger hole in family budgets in addition to bigger holes in the ozone layer.