For the past two years, the situation has been stark: shops are closing, stocks are sitting idle, and profit margins are evaporating. We talk about a cycling crisis as if it were a sudden accident. In reality, it's less a crash than a... poorly anticipated landing.
By Jeff Tatard – Photo: @jefftatard
And among the reasons rarely spoken aloud, there is one that is disturbing: The electric bike, post-Covid, has profoundly changed the mechanics of the market.
The paradox of the electric bike: it sells well… and it resells poorly
During the Covid period, electric bikes sold massively. Too massively not to leave a mark.
But today, we are witnessing a simple and relentless phenomenon: Electric bike buyers keep their bikes longer.
Where a cyclist routeWhile gravel or mountain bike riders typically renew their machines every 2 to 4 years due to passion, technological evolution, or changes in riding style, e-bike users adopt a different approach:
- utilitarian or leisure use
- investment perceived as sustainable
- functional attachment rather than passionate
Result: less turnover, fewer resales, less cash reinvestment in new construction.
Without a fluid second-hand market, the new-build market stifles.
In cycling, The new car market and the second-hand car market are inseparable..
You don't buy a new bike until you've sold the old one.
This is not an ideological stance, it is a financial reality.
When the opportunity arises…
When opportunity slows down…
And that is precisely what is happening today. |
The false myth of the “savior volume”
Faced with the crisis, many believed that it was necessary sell moreMore references. More affordable bikes. More volume. Classic mistake.
In reality, we observe that The stores that are doing best are those positioned in the high-end market..
Why? Because selling one bike for €10,000 is often more rational than selling five for €2,000 each.
Five times more bicycles means:
- five times longer
- five times more explanations
- five times more after-sales service
- five times more management
- and rarely five times more net margin
The high-end range, on the other hand, focuses on:
- the value
- margin
- expertise
- the relationship
And paradoxically, less human wear and tear for the seller.
Cash flow: the lifeblood of the business (which is talked about far too little)
Another key point, often overlooked: Those who are holding up best are those with cash reserves.
Why? Because cash flow allows:
- to buy in bulk
- to negotiate better conditions
- to absorb the cycles
- and ultimately… to offer fairer prices to the customer
It is a reality that David, the owner of Matériel Vélo in Herblay (95), reminded us very accurately during a recent exchange which opened our eyes.
In a tight market, the final price is not just a matter of marginBut it's about the ability to buy wisely upfront. Those who can put up the money buy better. Those who buy better sell more fairly. And those who sell more fairly retain their customers.
A crisis of model rather than a crisis of passion
What's happening in cycling today isn't a lack of interest. People are riding. The bike paths are full. The participation is there. But the economic modelHe, however, must reinvent himself:
- less dependent on volume
- smarter in rotation
- clearer in positioning
- more financially sound
Cycling remains a wonderful sport and object. But like any cyclical industry, it requires one essential thing: Understanding that selling is not just about getting rid of things, it's about organizing time, value, and trust.
The current crisis does not condemn cycling. It condemns fragile models.
And it reminds us of a simple, but often forgotten truth: in cycling as elsewhere, It is not always those who sell the most who do the best, but those who sell the most intelligently.
=> And if you want to know moretagand on what our bike really says about us
Indeed, when you see the prices of new bikes, the lighter they are, the more expensive they are. Personally, I changed mine after COVID in 2021; there was a bit of a shortage, so the price was high. Six months later, the same bike at the same bike shop was 600 euros cheaper. I was furious; I won't buy new bikes again. I've been weaned off them by this experience.
The cycling crisis is like the automotive crisis because prices have increased significantly but wages have not.
Hello
To begin, BEST WISHES FOR 2026 to the whole team.
continued from the article "The cycling crisis is not just a matter of sales"
Why not do it like cars sold under long-term leasing (LLD) or lease-purchase agreements (LOA)?
This could encourage customers to be less hesitant about price, to renew more easily, and to have a more attractive used car market...((example))
sportily
Dominik
28130-Houx