FEATURE


Trevor at Dirtmasters


DOING MORE WITH LESS: WHY SMART SALES ARE THE KEY TO SURVIVAL FOR BIKE RETAILERS


Trevor Worsey from aeroe explores the versatility of eMTBs and what this could mean for bike shops where accessory upsells are concerned, opening customers’ eyes to the possibilities of turning their MTBs and eMTBS into multi-use machines.


Would you like fries with that?” The most profitable question in fast food. Estimates


suggest that up to 40% of McDonald’s profit is traceable to that one upsell, a masterclass in how a single question can reshape revenue. Now, imagine asking, “Have you thought of using your eMTB for more than just weekend trail centres?”. In an industry squeezed by shrinking margins and shifting buying habits, the right question at the right moment doesn’t just increase sale value, it reframes the entire purchase. Today’s riders aren’t just buying bikes, they’re investing in versatility. With the power of a battery, the modern


32 | July 2025


eMTB has become the ultimate quiver killer: one bike that can do it all. Trail days, commutes, errands, even light touring, these machines are capable of far more than they’re marketed towards. And that versatility is unlocked not with a hard sell, but with a smart ask. Today’s customers are investing heavily in high-end eMTBs. These are toys, but they can also serve as tools. But often, they’re sold like one-dimensional machines, meant for the trail and nothing more. Asking a simple question can completely shift the narrative. While the bike industry navigates headwinds, amid this turbulence lies a clear opportunity, one that smart


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