FEATURE
that doesn’t mean they should settle for a low-quality option. Offering a selection of well-built bikes and accessories at different price points will make cycling accessible to more families.
Many parents unknowingly buy “bike- shaped toys” rather than well-built kids’ bikes. When children struggle with heavy, poorly designed bikes, they quickly lose interest. A hands-on demonstration of a well-made bike’s lightweight frame, easy handling, and proper fit can be eye- opening for parents (and their children). Balance bikes help children learn to ride far more effectively than stabilisers, yet many parents and grandparents still default to the latter. Displaying balance bikes prominently and offering in-store demonstrations can change perceptions.
Parents love a good deal, and kids grow very quickly! Trade-in programmes can encourage repeat business and make it easier for families to afford quality bikes.
Parents often struggle to determine whether child seats, trailers, or accessories are compatible with their bikes. Brands that provide clear, accessible compatibility guides make purchasing easier.
This is the million-dollar question, and if it were that simple, there would be kids cycling everywhere! It’s exciting to invite families into your business, and very rewarding when your hard work pays off and another child experiences the joy of riding a bike. The ideas below have all been used either by Cycle Sprog, our clients, or in our local communities. Schools and clubs regularly need raffle prizes. Accessories and vouchers make popular prizes. Local youth organisations are often grateful for activity
ideas. Sessions on bike maintenance or route planning can help fill their calendar or plug the knowledge gap leaders may have. Check if you can send kids home with a leaflet. Support local junior cycling clubs and campaigns
(e.g. Go-Ride, Kidical Mass, Bike Buses) by running events, providing basic maintenance services, supporting running costs, or supplying kit for families who would be excluded from participating.
www.bikebiz.com
Not-for-profit or community groups can apply to run Dr
Bike/Fix-Ride-Learn sessions. Funded by Cycling UK, they help reach a wider audience. Applications are now being accepted for the Summer 2025 Big Bike Revival. Getting involved in local parenting communities, either online or in person, enables you to offer advice and promote any family-friendly events you’re running. If you have staff members who are parents, they could be the entry point to these communities. Always abide by the rules of any group. Attend community events that are likely to be popular with parents and kids. Redirect part of your marketing budget to target parents. Local businesses can advertise in local parenting magazines whilst national brands could obtain exposure through book bag publications and national parenting websites. Social media ads can target parenting demographics locally or nationally. Remember that the affluent grandparent market, who will need to purchase birthday and Christmas presents, could already be your customers. Highlight what you’re selling. Whether it’s putting a kid’s
bike or accessories in a shop window or featuring children and families in national advertising campaigns, potential customers won’t know what you’re selling if you don’t showcase it. Families represent a massive opportunity for the cycling industry. By considering their needs brands and retailers can tap into this huge potential market, whilst helping more children discover the incredible joy of riding a bike.
Karen Gee is the founder of Cycle Sprog, the family cycling experts connecting parents with the right products and advice.
May 2025 | 11
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