OPINION
Lee during a bike fitting appointment
can offer valuable capabilities, but it should not be the way a retailer introduces a fitting service. For many shops, the most important initial investment is in education rather than equipment. Staff who understand the fundamentals of rider assessment, bike geometry and adjustment can achieve a great deal with relatively simple tools: a turbo trainer, video capture app, laser level, tape measure, goniometer and a suitable range of stems, saddles and other components. The appropriate setup depends on the depth of service being offered. Basic pre-purchase sizing does not require the same facilities as a comprehensive fit for an experienced rider with a complex problem. Retailers can therefore begin with a clearly defined, practical service and develop it as demand and staff expertise grow. For retailers unsure where to begin, the education section of the IBFI website provides a directory of independent education providers offering different approaches and levels of training. The IBFI does not provide these courses itself, but the directory can be a useful starting point when comparing the available options. Technology can enhance a knowledgeable fitter’s work, but it cannot replace the knowledge itself. The objective should not be to buy the most impressive system; it should be to give staff the education and tools needed to make better recommendations consistently.
Making the commercial case Retailers should track the effect of fit rather than relying on instinct. Useful measures might include returns and
22 | September 2026
exchanges, average transaction value, follow-up accessory purchases, customer reviews, referrals and repeat business. Fitters also have a role to play. We need to communicate
outcomes in terms that business owners understand, while maintaining high professional standards and avoiding promises that cannot be supported. Brands can help by promoting qualified fitters, investing in education and making reliable geometry and component information easily available. None of this means that every customer requires the
same fitting process. A commuter purchasing an everyday utility bike has different needs from a time-trialist or a rider managing a complex physical issue. The principle, however, remains the same: the bicycle should be selected and adjusted with the person in mind. For retailers, the immediate action is simple: examine
where fit currently appears in the sales journey. Is it discussed before a bike is selected, or only after a problem develops? Do staff know when to offer basic sizing and when to refer a customer for a more detailed fit? Is there a structured follow-up after the sale? Small changes at these points can prevent expensive
mistakes. The central message is straightforward: Bike Fitting is not an optional extra added to a completed sale. Done properly, it protects the sale, supports responsible additional purchases and gives customers a reason to return. Getting fit right is good for the rider. It is also good business. ●
www.bikebiz.com
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