OPINION
information, lack of real-world nuance, and the absence of lived experience. For decisions involving child safety, correct sizing, or significant expenditure, parents want expertise they can trust. They want someone who has ridden with children in all weathers, tested the bikes, and knows which cargo bike fits in a terraced house hallway. That expertise lives in specialist websites and
knowledgeable bike shop staff. When we asked where parents go for information, Google and Cycle Sprog came out almost level at the top - but beyond those two, friends and family and local bike shops emerged as the key influences. Personal recommendation and in-person expertise remain genuinely important in a world awash with content. For retailers, this is a reminder that the value of a well- informed member of staff who understands family cycling cannot be overstated. For brands, it is a prompt to invest in the kind of detailed, trustworthy product information that parents will find and use.
The long game
The typical family in our survey has a youngest child aged between three and seven. They are right at the beginning of their cycling journey - balance bikes, first pedal bikes, maybe a rear seat or a trailer. But look at where they are heading.
82% plan weekend family rides in the next two years.
60% are planning cycling holidays. Around half intend to visit pump tracks. They are interested in bike buses, cycle protests, and learning bike maintenance. These are engaged, active, values-driven families who plan to keep cycling for many years to come.
42 | May 2026
Karen Gee founded Cycle Sprog fourteen years ago to help parents navigate the world of kids’ bikes and family cycling. Today, it is the UK’s leading independent resource on the subject, offering buyers’ guides, reviews and advice, plus an online community and masterclasses.
www.bikebiz.com
A family that gets into cycling with a balance bike will go on to buy first pedal bikes, larger bikes, helmets, clothing, accessories and eventually, adult bikes for the children themselves. The parents, meanwhile, are often upgrading alongside. Over half of our respondents are considering a new adult bike. Many already own e-bikes and cargo bikes. The customer lifetime value of a family that genuinely embraces cycling is considerable. 63% of our respondents plan to contact their local elected
representative to ask for more cycle routes. 43% plan to join a cycling or active travel campaigning group. This is a customer base that is not just buying products; they are invested in the future of cycling. Getting it right for them now is an investment in the health of the entire sector. The industry has had some difficult years, and there will no doubt be more challenges ahead. But the direction of travel among family cyclists is encouraging. More families are cycling more often, for more reasons, in more seasons, on better equipment. At Cycle Sprog, we will keep doing what we have always done: helping parents find the right bikes, make sense of the options, and discover what family cycling can really look like. If you work in the family cycling space and share our passion for getting more families on bikes, we would love to hear from you.
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