OPINION
Fitting: why getting it right is good business
The profit and loss of Bike
Bike Fitting is often presented as an optional extra, reserved for committed enthusiasts or riders experiencing discomfort. Lee Prescott, President of the International Bike Fitting Institute, Owner of Velo Atelier and voting member of the UCI Equipment Commission, argues that the industry should see it differently: as an essential part of selling bikes successfully and building lasting customer relationships.
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magine selling a customer a £3,000 bike. The specification is right, the build is immaculate, and the handover goes smoothly. A few weeks later, however, the bike comes back. The customer is uncomfortable. They have
lost confidence in their purchase and may believe that the bicycle itself is at fault. Staff time is spent checking the bike, making adjustments and trying to rescue the relationship. In the worst case, the customer asks for a refund. The bike may be perfect. The real problem is that it was
never properly matched to the person riding it. This scenario illustrates why bike fitting is not simply a
technical service. It is a commercial issue affecting sales, margins, customer satisfaction and the reputation of the wider cycling industry.
The hidden cost of getting it wrong When a poorly fitted bike is returned, the immediate loss is easy to see: a cancelled sale, a refund or hours of additional staff time. The less visible consequences can be far more expensive. An uncomfortable rider may stop using the bike, leave a negative review or decide not to return to the shop. They are also unlikely to buy the accessories, clothing, servicing and future bikes that might otherwise have followed the original purchase.
The numbers become significant very quickly. If a retailer loses just one £3,000 bike customer each month because the rider cannot get comfortable, that represents £36,000 in annual bike revenue alone. Lose two, and the figure becomes £72,000. Neither calculation includes the value of servicing,
20 | September 2026
accessories, repeat purchases or recommendations to friends. At its most serious, poor fit can drive somebody
away from cycling altogether. The industry has not merely lost a transaction; it may have lost a customer for life. That is why fit should be regarded as insurance against avoidable lost sales.
Fit can drive revenue too Preventing returns is only one side of the equation. Good fitting practices can actively increase revenue. A rider who knows that a bike is appropriate for their
body, goals and riding style is more confident about making a substantial purchase. Instead of choosing cautiously, or walking away because they feel uncertain, they can make an informed decision. A fit-led conversation also helps identify suitable accessories. A different saddle, stem, insole or handlebar is no longer an arbitrary add-on suggested at the till. It is a recommendation based on the customer’s needs. That distinction matters. Traditional upselling can feel like
pressure. A fitter-led recommendation feels like expertise. The result is “upselling without selling”: the customer
receives products that genuinely improve their experience, while the retailer benefits from a larger and more defensible sale. More importantly, the correct products are selected the first time, reducing later exchanges and frustration.
Fit should begin before the bike is sold For many consumers, bike fitting is something to consider after they have bought a bicycle and developed a problem.
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