I couldn't really come up with a good name for this benefit because it was such an unexpected benefit. Business promotion didn't seem right. Marketing is just about the best I could do.
Over the course of the year, I rode to many of the business meetings I scheduled. I'm lucky that almost all of my clients are located withing 6 or so miles of my home office. The unintended benefit of pedaling to those meetings was an automatic conversation starter. Often I would walk into a meeting with my helmet and people would exclaim, "You rode your bike!? That's so great." I was never looking for accolades, but a 5 minute conversation about biking in Denver would ensue. With new clients, this was a great way to break the ice. And, I believe, in a small way, it sets me apart from other consultants. I probably didn't gain any extra work by riding my bike, but people tend to remember things like that.
So, when it comes to marketing Struckman Consulting, now I just rely on the conversational benefits of riding my bike. At some point, I'll update my business website to include information about biking and its relationship to the way I work and how I see the world.