OPINION


Team Basil


For specialist retailers, that creates an opportunity beyond the initial bike sale. Ask customers what their week looks like. Where do they go? What do they carry? What stops them riding more often? Why are you looking to buy a rack? The answer might involve luggage, a child seat, lights, a lock, suitable clothing or servicing the bicycle they already own. Practical advice can be as valuable as another discussion about specifications. E-bikes can also help people tackle hills, carry loads or arrive


feeling more comfortable. However, the product alone cannot solve every barrier. Safe routes, secure parking and sensible connections between homes, shops and workplaces require commitment from councils, government and employers. The trade should keep making that case, while taking responsibility for the things within our own control.


16 | November 2026 The difficulties facing cycling businesses should make us


examine our assumptions, including how much effort we devote to competing for existing enthusiasts compared with welcoming people who simply need to get somewhere. Performance cycling matters and always will. Everyday cycling deserves the same commercial attention, with products and support that fit real lives and realistic household budgets. We do not need everybody to give up their car to make


progress. Helping somebody replace a few achievable car journeys, perhaps by cycling with their children to school, is a worthwhile start. Basil’s anniversary reminded me how much can grow from understanding a simple customer need. As we consider the industry’s future, we should spend more time asking what would make people leave the car at home tomorrow. ●


www.bikebiz.com


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