OPINION
We reminisce about simpler times, about full order books and steady margins, and we look for someone or something to blame for our current challenges. But clinging to the past won’t move us forward. The world has changed. The customer has changed. The pace of change itself has When you’re out on your bike, you instinctively make
hundreds of tiny adjustments. You read the road ahead, alter your line, avoid hazards, and adapt to the terrain. It’s what keeps you upright, progressing, and safe. Running a business isn’t much different, except that many seem reluctant to steer around the obstacles. Instead, they plough straight on, colliding with every pothole, and then wonder why the ride feels so bruising. The lesson from the saddle applies
directly to the shop floor: adaptability is a skill. The more you practise it, the more intuitive it becomes. The
Start by seeing what your customers see Step outside your business - literally. Walk out of your shop, cross the road, and take a long, honest look you, as a passing cyclist or commuter, be tempted to Your shopfront is your single most powerful marketing asset. Yet many retailers treat it as an afterthought. Window displays are often static for months, with dull lighting or outdated signage. A dynamic, creative window display is your silent salesperson; it signals freshness, energy, and professionalism before a single word is spoken. A well- presented store tells the customer, “We care.” Retail is theatre. Every display, every product
around what you sell. People love to buy into a narrative.
Learn from others — inside and outside the industry Too often, retailers benchmark themselves only against their immediate competitors. But your customers don’t think that way. They visit supermarkets, department stores, and outdoor retailers, and they bring those expectations with them when they walk into your shop.
Modern consumers are used to
clean, well-lit environments with clear product organisation and logical
flow. They expect to see full-size runs of shoes or clothing, not a patchwork of odd sizes and old stock. They expect smart
merchandising, consistent signage, and a shopping experience that feels thought through, and they expect engagement.
‘THE CYCLING INDUSTRY HAS ALWAYS BEEN ABOUT MOVEMENT - FORWARD MOMENTUM, BALANCE, AND RHYTHM. THE SAME QUALITIES THAT KEEP A RIDER UPRIGHT ARE WHAT WILL KEEP OUR INDUSTRY THRIVING: AWARENESS, AGILITY, AND THE WILLINGNESS TO SHIFT GEARS WHEN THE TERRAIN DEMANDS IT.
Events, promotions, and sales aren’t signs of desperation; they’re part of how the modern retail rhythm works. Black Friday, seasonal clearances, loyalty schemes, etc, these are touchpoints that keep your customers connected. Ignoring them doesn’t make you principled; it makes you invisible.
WE’VE PROVEN TIME AND AGAIN THAT WE CAN ADAPT. FROM STEEL TO CARBON, FROM PAPER CATALOGUES TO E-COMMERCE, FROM IN-STORE TO OMNICHANNEL, WE’VE EVOLVED WITH EVERY REVOLUTION OF THE WHEEL, AND WE’LL CONTINUE TO DO SO, PROVIDED WE KEEP OUR EYES UP AND HANDS READY ON THE BARS.’
Find your advantage in what can’t be bought online
Competing with online giants on price is a losing battle. They’ll always have scale on their side. But what they don’t have is you, your knowledge, your expertise, your community, your service. That’s your competitive edge. The workshop remains the beating heart of any
presentation, every light fitting contributes to the experience. You don’t need a designer’s budget to create impact, just imagination, pride, and regular refreshes. Set a calendar to change your windows with the seasons, key product launches, or big cycling events. Build small stories
22 | November 2025
specialist bike shop. It’s where relationships are built and trust is earned. But think beyond repairs. Think about how your service offering can add value to every sale and every customer interaction. Offer a complimentary cleat fitting with every shoe
purchase. Help customers find the right saddle and talk them through comfort guarantees. Provide a free post- purchase check-up for anyone who buys a bike, inviting
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