FEATURE
From borrowers to buyers
Consumers have more options than ever for borrowing and renting bikes – Alex Ballinger explores the impact of bike sharing on the industry
But how does the surge in the popularity of shared and rented bike schemes impact retailers? With potential riders now able to conveniently test the waters of cycling, without the need for cycle storage, without fear of theft, and without the initial upfront cost, could we see a change in the nature of bike ownership as we understand it?
Stepping stones to ownership The first step in the bike rental journey comes from the influx of app-based shared transport schemes currently being trialled across the UK, like those run by Berlin-based company Tier, currently operating in 17 countries, including an e-bike and e-scooter scheme in London. “We do not envision rental e-bikes replacing private
B
ike rental is nothing new. I’m sure most of us have some experience with borrowing a rickety old mountain bike to explore forest paths, or darting around
European capital cities on loaned hybrids during weekend breaks, but this corner of the cycling market is in the midst of its own revolution. With bike rental apps popping up in cities across the UK,
it’s now easier than ever to unlock a shared bike and cruise to your destination, as most of the traditional barriers to cycling wash away thanks to cheap, reliable, and most importantly temporary, bike usage.
28 | January 2022
bicycle ownership,” Tier’s vice president and regional general manager Fred Jones told BikeBiz, “but rather attracting new riders who would have otherwise used a car for all or part of a journey. “Shared mobility is often spontaneous mobility. For people who regularly use their own bike, shared schemes offer the preferred mobility solution for unplanned trips and when their own bike is not available, and e-bikes can therefore play an important role in the urban mobility mix.” I recently had first hand experience of this spontaneous appeal Jones mentions, when travelling home from central London after seeing friends. While public transport back to my home in South London, a five-mile journey, would have taken an hour, I instead opted for a shared e-bike ride home, which took less than thirty minutes and cost £5, just £1 more expensive than the same journey on the London Underground. But while a shared bike is an easy alternative for someone
like me who already refers to themselves as a cyclist, what appeal is there for ‘non-cyclists’? “E-bikes are also very accessible for people with varying levels of fitness. They can be a great gateway into traditional
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