OPINION
BEYOND THE DISCOUNT: RESTORING INTEGRITY TO THE CYCLE SUPPLY CHAIN
Jonathan Harrison, Director of the Association of Cycle Traders (ACT) T
here’s something deeply satisfying about a bicycle that’s been properly assembled by a skilled mechanic. The precision
of indexed gears shifting perfectly. The balanced feel of wheels that have been expertly tensioned. The confidence that comes from knowing every safety-critical bolt has been torqued to exactly the right specification. These aren’t mere technicalities— they’re the difference between a joyful cycling experience and, potentially, a dangerous one. Yet across Britain, a concerning trend has taken hold that threatens not just the livelihood of independent cycle retailers, but the very foundations of quality and trust upon which our industry was built. The race to the bottom on pricing, particularly in the online space, has created a parallel universe where bicycles appear to be simply commodities, rather than the precision machines they truly are. As an industry, we face a moment of
reckoning. The health of our supply chain— from manufacturers to distributors to retailers—requires urgent attention. At the Association of Cycle Traders, we’re increasingly concerned that the moral compass of our industry is being compromised by practices that prioritise short-term gains over long- term sustainability, customer welfare and most importantly, the growth of a cycling community.
Let me paint a familiar scenario that plays 32 | June 2025
out daily across the country: A customer visits their local independent cycle shop. They receive personalised advice from knowledgeable staff who take time to understand their needs, discuss appropriate models, fit them correctly to a bike, and explain the ongoing servicing requirements. The customer leaves with valuable information and a clear understanding of what bicycle would best suit them.
Then comes the modern twist— they go home, search online, and find what appears to be the identical bicycle at a significant discount,
often advertised at 20-30% below the recommended retail price. The decision seems obvious: same product, lower price. But is it really the same product? Our recent investigations suggest otherwise.
Through undercover enquiries, we’ve discovered a troubling pattern of misleading practices. Online retailers claim to have
bicycles “in stock” that aren’t actually available for immediate dispatch. They advertise substantial discounts from RRP while obscuring additional delivery charges that can add £35 or more to the final price. Perhaps most concerning, bicycles advertised as “pre-assembled” often arrive requiring significant assembly work, with no safety checks or professional pre-delivery inspection (PDI) completed. What the customer gains in apparent
savings, they lose in peace of mind. The skilled labour of the bicycle mechanic—a profession requiring years of training and
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