The cycling industry has faced turbulent times in 2023, with the first half of the year presenting particular challenges. Market Data Services, courtesy of Sporting Insights and the Bicycle Association, indicate that 2022 was a low point for the industry. Overstock has created a dilemma for both retailers and brands. While some, like Specialized and Raleigh, have grown through strategic discounting, others are grappling with significant challenges.

Notably, WiggleCRC recently filed for insolvency, putting the future of Nukeproof and Vitus bike brands in jeopardy. Moore Large, a £40 million distribution giant, ceased operations earlier this year, blaming market dynamics that made trading untenable. 

However, the long-term outlook for cycling remains positive. The industry is in line with sustainability efforts, which could draw governmental fiscal support. The expansion of Ultra Low Emission Zones (ULEZ) could potentially drive more people towards cycling as a viable mode of transport. E-bikes are also gaining momentum, with a remarkable 150% growth since 2019.

Strategies for a Complex Landscape: Your Guide

1. Sharpen Your Customer Focus

While widening the top of the sales funnel may seem tempting, it often dilutes focus and wastes resources. Concentrating on your targeted customer demographics will not only economise your marketing budget but will also enable more effective customer service. 

2. E-commerce is Competitive but Still Worthwhile

The digital landscape is increasingly crowded, but opportunities abound. Effective targeting of your core customer demographics will help you allocate your marketing budget wisely. As e-commerce evolves, keeping abreast of digital trends is essential for staying competitive.

3. Evaluate Costs Mindfully

It's crucial to scrutinise your cost structure, but this should not compromise the quality or performance of your business. Making cuts that adversely affect your sales or core operations can be counterproductive.

4. Cultivate Strong Supplier Relationships

With challenges being faced across the supply chain—evidenced by Shimano’s recent decline in sales—strong relationships between suppliers and retailers are more important than ever. Collaborative efforts can ease the pressure on both sides.

5. Leverage Data for Decision-making

While internal analytics are important, it's crucial to validate your decisions with external datasets. The Bicycle Association offers invaluable market insights, which can guide you in making informed choices.

6. Foster a Community

Creating a sense of belonging among your customer base can yield long-term benefits. The closure of online giants like ProBikeKit and Wiggle Chain Reaction Cycles could be a window of opportunity for local retailers to build a loyal community.

7. Embrace Technological Advancements

AI technologies, like ChatGPT for content creation or analytical tools for data analysis, can substantially increase productivity and offer competitive advantages. Don't shy away from them—embrace and learn.

Summary

In summary, the UK's cycling industry is navigating a difficult period, sensitive to market fluctuations. However, a focused strategy that includes close attention to your customer base, prudent cost management, and judicious use of technology can help your business emerge stronger from these challenges.

By Steve Cole and Lee Kidger

Steve Cole

Steve is an ex professional cyclist and former UK Sales Director of Specialized Bicycles, with a career spanning 40 years in cycling he is a wealth of knowledge and guidance.

Lee Kidger

Lee is the former Managing Director of Raleigh, navigating the iconic British brand through the most unpredictable period in it’s history, Lee made incredible strides forward in growing and most notably delivering a true Direct to consumer commerce model for the UK.