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CREATING VALUE T


Pauls Cycles managing director Tom Thornley shares insights on the industry trends behind the retailer’s success


he cost of living crisis has put immense pressure on bike retailers, with nearly half of UK consumers unable to afford a new bike outright.


Combine this with significant market headwinds post-covid, and the cycling industry has had enough challenges to last a lifetime. Despite these challenging conditions, Dereham-based


IBD Pauls Cycles has achieved nearly 20% year-on-year sales growth over the last six months, following 13.7% growth in 2023.


The independent company’s success is in part credited


to its continued focus on the off-road adventure cycling categories, which are growing in popularity, as well as its aim to provide customers with value for money.


Rising popularity of off-road The term “mountain bike” has received more than 22,000 monthly searches in the UK, compared to 9,000 for the term “road bike”, according to keyword data sourced from Ahrefs and Keywords Everywhere. “Anecdotally, we’ve seen a decrease in road cycling in recent years which may have seen riders seek out off-road over tarmac,” notes Tom Thornley, managing director of Pauls Cycles.


www.bikebiz.com October 2024 | 15


“As per studies we’ve conducted, riders report increasingly feeling unsafe riding on Britain’s roads, which may explain why so many are looking to off-road alternatives.


“This doesn’t mean road bikes are out of the picture, the new government’s promise of additional funding should hopefully reinvigorate road cycling, provided it is used to improve Britain’s cycling infrastructure.”


Tom Thornley


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