BRANDS


realise that they, by and large, had maintained their income, reduced spending, but increased riding, and were looking for a treat or to upgrade their bike that they’d been riding for three or four months.


“That’s when things really started to take off, around mid-2020.” Parcours has rapidly grown its sales since the peak of the pandemic, but has still faced its own supply chain and logistical issues, particularly surrounding the EU, but Tate said that being more dynamic and flexible allowed the brand to adapt to rapidly changing events.


“It’s been a challenge, but one the business has come through very strongly.”


Embrace the new


So what next for the wider industry? The bike trade is in a very difficult spot, with major brands forced to make cutbacks and the closure of some significant companies in the UK. But Covid lockdowns also saw countless new bike riders open the door to the cycle industry, and many will stick out their new found love of two wheels. “For the industry as a whole, it’s obviously going to


have its challenges, but also its opportunities,” said Tate. “As an industry its our responsbility to not look the


Parcours founder Dov Tate, and head of marketing Amy Marks


gift horse in the mouth in terms of the opportunities that the last few years have given us, and make sure that we capitalise in a sustainable way. “We’ve got to be realistic and say that we haven’t necessarily responded as well as we could have done in the past to similar opportunities, but at the same time there is a real interest in cycling. “There are a lot of people who started [cycling] recently, who are beginning to convert into committed enthusiasts and its important that we retain them.


July 2023 | 47


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