In the United States after World War II, discretionary incomes rose with the baby boom population. Bicycles for the 76 million baby boomers were readily available, but most were single-speed, fat-tire cruiser bikes. The Schwinn Bicycle Company accounted for 20 percent of bicycle sales in the United States and sold quality bicycles through well-respected Schwinn dealerships. Baby boomers were eager for outdoor recreation, and they used the Schwinn Varsity as a stepping stone toward better bikes with better components. From 1970 to 1974, annual bicycle sales more than doubled in the U.S., from 7 million per year to more than 14 million per year. To meet demand, bicycle manufactures imported more bicycles and looked to Japan for frames and components. Shimano and Suntour were ready to meet that demand, and they increased marketing to quickly establish brand recognition for their component groups.