The B-Cycle is a collaborative effort between Humana and Trek with advertising by ad agency Cripsin Porter & Bogusky. Bike sharing systems similar to ZipCar rentals have proven successful in parts of Canada and throughout Europe. It was only a matter before the trend caught on in the United States as well.
The concept is simple, head to your local B-Cycle B-Station, pay for your rental and then return it to any B-Station in the area.
The first kiosks are opening up in Denver, but there are plans to bring the stylish B-Cycle bike rentals station all across the U.S.