OPINION


Tandem Group Shares Insights on the Kids’ Market


As the UK cycling market navigates a period of recalibration in the children’s bike segment, Tandem Group has demonstrated resilience and a commitment to the children’s product category, something they say is resonating strongly with consumers and dealers alike.


T


he team at Tandem share how they have positioned themselves at the forefront of the junior cycling category, as well as insights on the sector and their performance in this space.


A Market in Transition The children’s cycling sector has faced headwinds in recent years, with a steady decline in participation and sales volumes. According to Sport England, cycling participation among children aged 5–16 stabilised in 2024 at 21%. However, this figure remains six percentage points below pre-pandemic levels from 2018–2019. Retail data reflects this ongoing trend, with sales now approximately one-third lower than before Covid.


www.bikebiz.com Despite these challenges, we have seen growth. In our full-


year results for 2024, our bike division reported an 11% year- on-year increase in revenue. A huge part of this performance was our Squish brand, awarded 2024 Bike Brand of the Year by BikeBiz. As a result, sales soared by an impressive 69% compared to the previous year. This premium lightweight kids’ bike range has quickly become one of the fastest-growing brands in its category, and we’re incredibly proud of that.


Impressive Start to 2025 for Bike Sales That momentum hasn’t just continued; it’s accelerated into 2025. Our latest trading update shows that Tandem Group bike division sales have risen 52% year-on-year through to May 31, 2025. We believe this growth has outpaced the


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