FEATURE We Asked… Sham Vesamia, A&S Cycles
1. What were your highs and lows of 2025, and what lessons have you taken from the rollercoaster?
The low point was seeing how fast misinformation spreads, while positive stories barely get a look-in. Big brands and national organisations can weather it; independents can’t. But there were highs, too. More people returned to
cycling for commuting, fitness, or family rides. E-bikes won over sceptics. The biggest lesson? Independents may not shout the loudest, but we’re the most trusted. When people are confused, they come to us.
3. A standout of 2025 has been the growth of bike share, which creates new cyclists, but not always new sales. How can the bike industry convert these riders?
Bike share is great for getting people riding, but it rarely brings them into shops. Most users don’t realise
how much better a properly fitted, maintained bike feels. The key is giving them that experience: demo days, simple incentives, or Cycle to Work guidance that makes owning a stations, no dead batteries. If operators work closely with local shops, we can convert casual riders into long-term cyclists.
5. Finally, what’s one thing we did get right in 2025, or that your organisation is proud to have achieved?
I’m proud of my team and my children, especially Eisa, who heads the workshop. They’ve gone above
and beyond this year, keeping customers confident, bikes safe, and the business running smoothly. Their dedication makes every ride better for our community. I’m proud of myself. As a lone female Muslim shop owner,
I’ve faced barriers and loopholes, yet I keep pushing for small changes, fairness, and recognition for independents. I hope the industry sees the value we bring... bike shops....we’re the backbone. 2025 reminded me that independents don’t just sell bikes,
we build confidence, nurture new riders, and keep the cycling community thriving. We see the real-world benefits every day: healthier people, happier families, and more people choosing an active, sustainable lifestyle.
www.bikebiz.com January 2026 | 29
2. We have had eight consecutive months of growth in 2025. Is normality resuming, and if so, what’s driving the turnaround?
The growth we saw isn’t a “boom” returning — it’s the industry steadying after years of extremes. Demand is now reflecting genuine
interest rather than panic buying. What’s driving it? People are fed up with car costs, workplaces are encouraging active travel again, and people want practical, healthy ways to get around. Cycling is becoming normal again, quietly but meaningfully. For an independent shop, steady, grounded growth like this is exactly what we need. include rising car costs, renewed focus on health and wellbeing, slowly improving infrastructure, and changing public attitudes. People are quietly realising short car trips are ridiculous, and bikes are practical. It’s mixed, but the tailwinds feel long-term. If politics could be more consistent, independents would have a much clearer runway.
4. If you could propose one game-changing Government policy shift for the growth of cycle retail in 2026, what might it be?
I’d love a national policy that genuinely supports cycling as
everyday transport, putting independents front and centre, through incentives, funding, or
tax breaks and keeping expertise and service local. that do. Even if legally complex, the outcome is clear: fewer illegal bikes on the roads, safer workshops, less fire risk, and better public perception. A public pledge from shops and suppliers would make a real difference. Put simply: make cycling practical, accessible, and safe, and the retail side will thrive naturally.
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