OPINION
them back in after a few months for a basic fit review. Those small gestures cost little, but they do something
powerful: they build loyalty. You’re not just selling products, you’re building confidence, connection, and community. You’re offering something the internet can’t: a human experience rooted in expertise and trust.
Relevance is a daily decision Adaptation doesn’t happen once. It’s not a grand gesture or a single strategic pivot. It’s the series of small, consistent decisions you make every day to stay relevant. It’s the store owner who takes the time to refresh displays before opening. It’s the mechanic who calls a customer to check in after a big repair. It’s the buyer who analyses sell-through data and trims dead stock early. It’s the brand that listens to feedback and adjusts its dealer support accordingly. Every one of those decisions keeps your business moving
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forward and when you add them up, they create resilience, the kind that withstands whatever the market throws at you next.
Movement is in our DNA 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. 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. Adaptation isn’t just about survival; it’s about opportunity. The businesses that embrace change, understand their customers and take pride in their craft will not just endure; they’ll lead. The future of our industry doesn’t belong to those who look back at what was, but to those who look ahead at what could be.
November 2025 | 23
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