The bike industry is buzzing with phrases like “The bike industry is in BIG TROUBLE,” “Just getting by,” and “Half of the bike stores will be closed in 2025.” Such alarming statements capture a narrative of chaos and decline. But are they the full story? Let’s take a closer look at the state of the industry and explore what can be done to navigate this challenging terrain.

A Pandemic-Fueled Frenzy

The pandemic caused an unprecedented frenzy in the bike industry. Locked-down populations turned to cycling for exercise, transportation, and escapism. Demand soared, leading to supply chain challenges and soaring prices. For a brief moment, the industry felt like it was thriving. But as the world reopened, the surge of interest began to wane, leaving many retailers and manufacturers scrambling to adapt.

Now, just a few years later, bike shops and brands are grappling with a sobering reality: people just aren’t as interested in bicycles as they once were. Inventories are piling up, customers are harder to find, and the retail landscape feels more uncertain than ever.

A System Undermined

At the heart of this struggle is a growing tension between suppliers, manufacturers, and the independent bike shop system. Many shop owners feel their traditional roles are being undermined by direct-to-consumer sales models and changing consumer behaviors. What was once a symbiotic relationship between retailers and suppliers has become fraught with competition and distrust.

The result? A fragmented ecosystem where many shops feel like they’re "just getting by" instead of thriving.

History Repeats Itself

This narrative isn’t entirely new. As early as 2015, independent bike retailers were wrestling with how to regain control of their destinies. The pandemic may have amplified these challenges, but the underlying issues have been building for years: how to remain relevant, adapt to changing consumer needs, and ensure long-term sustainability in an evolving marketplace.

Chaos or Opportunity?

Terms like “chaos,” “frenzy,” and “big trouble” are reactive words. They capture a sense of helplessness, but they don’t tell the whole story. While the challenges facing the bike industry are real, the mindset with which we approach them can make all the difference.

The question isn’t just, “What’s happening to us?” but also, “What can we do about it?”

A Shift in Mindset: Proactive vs. Reactive

According to the Eisenhower Time Matrix, a framework for prioritizing tasks based on urgency and importance, most people spend a staggering 68.8% of their time being reactive. This includes dealing with crises, distractions, and time-wasting activities that feel pressing in the moment but don’t contribute to long-term goals. For bike shop owners and industry professionals, this reactive cycle might look like scrambling to handle supplier demands, managing inventory missteps, or constantly troubleshooting customer complaints. While some degree of reactivity is unavoidable, spending the majority of our time in this mode prevents us from focusing on proactive strategies that foster growth and resilience.

Shifting from reactive to proactive begins with reevaluating how we allocate our time. Proactive time management means dedicating energy to tasks that are important but not immediately urgent—like planning for future trends, investing in staff training, or improving operational efficiency. These actions may not demand immediate attention, but they yield long-term benefits. By consciously breaking free from the reactive cycle, bike industry professionals can regain control of their businesses, focus on their goals, and create a more sustainable path forward.

To navigate this storm, bike industry stakeholders must shift from a reactive mindset to a proactive one. Instead of focusing solely on external forces—like supplier practices or waning consumer interest—shops and businesses need to double down on what they can control.

What We Can Control

1. Customer Experience
   Independent bike shops have the unique ability to offer personalized service, community engagement, and expertise that online retailers can’t match. Elevating this experience can create loyalty and differentiate shops from competitors.
   
   
2. Education and Training
   Investing in staff training and career development not only improves service quality but also helps attract and retain talent. A skilled and passionate team can be a shop’s greatest asset.
   
   
3. Adapting to Consumer Trends
   The way people shop and engage with brands is changing. Embracing digital tools, offering flexible purchasing options, and leveraging social media can help shops meet customers where they are.
   
   
4. Community Building
   Local bike shops are hubs of community. Organizing rides, workshops, and events can reinforce the shop’s role as a trusted resource and gathering place.
   
   
5. Collaboration Over Competition
   While suppliers and manufacturers are changing the game, finding ways to collaborate can still yield benefits. Open dialogue and creative partnerships can help rebuild trust and foster mutual success.
   
   

The Road Ahead

It’s easy to get caught up in the narrative of doom and gloom, but the reality is more nuanced. The bike industry isn’t just in chaos—it’s at a crossroads. By focusing on what we can control, adopting a proactive mindset, and embracing the relentless pursuit of improvement, we can turn this moment of uncertainty into an opportunity for reinvention.

The bike industry has weathered challenges before, and it can do so again. The question is: will we react to the chaos, or will we rise above it? The answer lies in our willingness to adapt, innovate, and take charge of our future.