FEATURE
PEDALLING POTENTIAL: TAPPING INTO THE FAMILY CYCLING MARKET
Cycle Sprog founder Karen Gee gives insight into how retailers can unlock a lucrative customer base by understanding parents’ needs and offering tailored services.
T
hirteen years ago, I founded Cycle Sprog to share what I was learning as I began to cycle with my two young children. What began as a
small blog soon took on a life of its own, and today Cycle Sprog is the go-to resource for parents looking for advice on kids’ bikes and cycling gear. We provide articles, in-person and online advice sessions, plus online masterclasses to help families get pedalling.
But here’s the thing: none of this makes a difference if parents don’t take the next step and buy the gear they need. Many parents, especially those new
to cycling, need lots of guidance when it comes to choosing bikes and accessories. This is where brands and bike shops can
make a huge impact. By understanding parents’ concerns and offering services tailored to their needs, the cycling industry can tap into this huge potential customer base.
Why focus on parents? Getting more families on bikes is about more than just selling products today. It’s about shaping the future of cycling and creating the next generation of loyal customers.
The benefits of more children and parents riding bikes for transport and leisure are well known, but many families simply don’t get started without access to the right bikes and equipment. Parents who receive expert advice and have a positive first experience with cycling are likely to become return customers, as children never stop growing. Plus, parents who discover the joy cycling brings tend to be brilliant advocates, encouraging friends and family to get involved too.
10 | May 2025
What parents need from bike shops and brands Let’s be honest, buying a bike or cycling accessories for a child can be confusing. Questions like “Will this child seat fit my bike?”, “What’s a rear axle and will mine fit this trailer?” and “What type of bike does my child need?” are common. All parents are busy, and they need someone to guide them through the process.
Those without a confident understanding of bikes need additional help, and this is where Cycle Sprog’s independent and friendly advice can help move them from curious about cycling with their kids to confident enough to go into a bike shop. Shops that offer hands-on advice and personalised recommendations, and brands that offer a range of family-friendly products, will stand out.
Here are some practical ways to make your bike shop or brand more appealing to parents:
Offer fitting and consultation services Help parents figure out which child seats, helmets, trailers, or cargo bikes will work for them. A quick fitting service can give them confidence in their purchase. Let parents and kids try before they buy Host family-friendly demo days or have an appointment system so parents can test out bikes and accessories. This is especially important for high-ticket items like cargo bikes, trailers and e-bikes, which parents are unlikely to buy without trying first. Understand the family cycling journey Staff who understand the range of product options available for cycling with young children can help parents future-proof their purchases, allowing upgrades to compatible accessories as babies and toddlers grow. Offer a range of price points
Not every family can afford top-of-the-range products, but
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