01 COVER - Extra - Moon - CIN09 2026.qxp 10/09/2026 16:03 Page 1
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03 Editor CIN09 2026.qxp 23/10/2026 14:23 Page 1
FROM THE
E D I TO R
cycling-industry-news Cycling Industry Chat @CyclingIndustry
WHERE HAVE WE HEARD THAT BEFORE? INTRIGUED whether the summer’s wildfires had impacted the bike trade (because that’s the kind of thing that crosses your mind after covering the cycling industry for near on two decades), I explored the story with the trade and sure enough soon heard how one business had been adversely affected. A dealer explained how their shop had escaped any physical damage from a local wildfire, but had nevertheless seen their sales negatively impacted (page 24). One of the key discoveries was that bike shop customers had been put off going anywhere near affected areas – even when they were safe – by media reports. It took a few minutes (OK, days) for the penny to drop that this situation bears strong parallels with the one facing the electric bike market right now. Overzealous media reports that eBikes can be dangerous (illegal bikes purporting to be eBikes are dangerous, as are wildfires) are impacting the perception of safety of perfectly legal eBikes. I’m not going to bash my mainstream media cousins – although I do wish they’d use language more carefully, particularly in headlines. Better reporting is just part of the issue. As we all know, the onus is on us to make things easy for people we want something from, be that bike shop customers, advertisers, MPs or journalists juggling deadlines. When the industry comes together, with its house in order, and cooperates on the big stuff, we can gently and/or forcefully make our point. Legal electric bikes are safe. A wildfire near Inverness does not mean you must cancel your bike trip to John o’Groats. Organisations and businesses speaking the same message has clout. Expecting MPs, journalists or cycle tourists to discern all the nuance without a hard steer from the industry is – to be brutal – extreme naivety. And until we get better at communicating important trade messages outside the trade, we can expect more misunderstandings that impact the cycling economy’s bottom line.
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05 Market Data - CIN09 2026.qxp 23/10/2026 14:23 Page 1
2026
HEADING THE SAME WAY AS THE RESTAURANT TRADE? Consumers are increasingly researching online before venturing into restaurants and there are signs the bike trade is seeing the same phenomenon, as appointment and Click & Collect trade increase. We mull over the trends with the help of the CIN Market Data...
ARE YOU HANDLING MORE TRADE YEAR-ONYEAR IN…
Workshop revenue
Appointment only trade
Click & collect
+70%
+53% +35.71% A
ccording to the British Retail Consortium, retail footfall had a tough spring – down 3.9% in March and April 2026, compared with the same two months in 2025. June and July didn’t exactly impress either. August saw a mere -1.7% fall which, as the BRC put it “suggested the pace of decline may be beginning to ease”. September was sluggish… you get the idea. It all appears to add up to shoppers reluctant to pop out to the shops, whether that’s in retail parks, shopping centres or high streets. Maybe the CIN Market Data can shed a bit of nuance and even optimism to reframe that gloomy picture: In 2026, shoppers are more purposeful, more picky and venturing out only after doing their research first. Our latest set of statistics have indicated a huge 53% of independent bike shops are handling more appointmentonly trade and, similarly, over a third (35%) are seeing a rise in click and collect business – perhaps relating to distributors and brands ramping up their relevant offerings.
Maybe the restaurant sector can provide a view of the future. Trips to eat nowadays usually involve a lot of prior online research and eateries without an online booking system are few and far between in 2026. Anecdotal research and these stats do seem to indicate that retail might be tipping the same way. Customers are less often chancing upon a bike shop and instead make a visit only after at least some prior online research. And with bike product more technically advanced than, say a flat iron steak or a green Thai curry, the sector naturally leans to a ‘research before you buy’ philosophy. At this point it seems wise to repeat a point made in our long-running ‘Bike shop sales tips’ series: ensure your ‘About us’ page on your website is up to scratch and welcoming. It’s a key touchpoint for consumer research before they pluck up the courage to come into your shop, and looks to only become more important as retail habits evolve.
cyclingindustry.news 05
06 08 10 12 Ask The Trade - CIN09 2026.qxp 23/10/2026 14:24 Page 1
OPINION ASK THE TRADE
R O F E L T BAT : S T E E R T S THE HIGH OT THE N S I E N I L “ON ” T I R P L U MAIN C
The bike trade has had a bird’s eye view of how retail has changed in the last 30 years – as well as a vested interest. The fate of the High Street is increasingly political, seen as a key assessment of people’s pride in local areas and a measure of how the national government is performing. With the proliferation of vape shops and bookies seen to indicate High Street decline, can the blame simply be put at the door of online retail, or is it a result of broader policy decisions by national and local government...? Jonathan Smyth // Cicli Sport
A
s someone who has spent almost 30 years in retail, I feel I’ve watched this decline first hand. I own a shop called Cicli Sport, an independent bike shop based in Northern Ireland, started by my father 20-plus years before I joined in. So, between us, we’ve seen 50 years of retail and watched our local towns slowly decline, and I don’t believe online retail is the main culprit. We recently had a gentleman from our local council in my shop. I said to him, perhaps rather bluntly: “I don’t think I could have a civil conversation with you.” He nervously laughed then
06 cyclingindustry.news
www.ciclisport.com
“BACK IN THE ‘90s, THE FOCUS WAS ON TAKING PEOPLE OUT OF TOWN CENTRES AND ENCOURAGING PEOPLE TO SHOP IN OUT OF TOWN SHOPPING CENTRES AND RETAIL PARKS”
looked rather taken back by what I said. I explained why I felt this way and told him I firmly believe local council is the biggest cause for the decline we’re seeing, and they should be more accountable for this decline, and not use the “convenient” excuse of online retail as a scapegoat. While online retail has played a huge role in the decline, it wasn’t around in the 1990s. Back in the ‘90s, the focus was on taking people out of town centres and encouraging people to shop at out of town shopping centres and retail parks. Now, three decades later, we’re told we need to
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06 08 10 12 Ask The Trade - CIN09 2026.qxp 23/10/2026 14:24 Page 2
OPINION ASK THE TRADE
LOCAL POWER? New British Prime Minister Andy Burnham has made empowering local towns and cities a headline policy. Himself the former Mayor of Greater Manchester for almost a decade, Burnham has set up ‘Number 10 North’ in Heron House in Manchester city centre, where he (and some cabinet members) will spend at least one day a week working from, a symbolic move for the nation. Whether action matches rhetoric – and power is genuinely passed to local areas rather than hoarded in Whitehall – remains to be seen, but will certainly be a measure on which Burnham’s government’s success is judged. It will have clear and obvious implications for local decision making that could, and should, impact on local retail and businesses. EDITOR’S NOTE: We previously noted and repeat that many bike shops are to be found in neighbourhood shopping precincts, trading estates or off a-roads rather than the ‘High Street’, but believe the fate of these areas are linked – indeed the rise of the out-of-town retail park can be directly linked to the decline of High Streets. “You can’t spend years encouraging people to shop elsewhere and then blame them for a change of habit”
start shopping back in our town centres. I told him, you can’t spend years encouraging people to shop elsewhere and then blame them for a change of habit. Looking at the two larger towns in my area, one either side of where my business is based, Magherafelt and Cookstown. Magherafelt, once the weaker of the two towns, is showing signs of promise, but it’s all down to good independent businesses, who’ve worked hard to create something different giving people a reason to visit the town. A fundamental problem local councils don’t seem to understand, they actively encourage large PLCs to come into our towns, but what do they actually offer? It’s often a regurgitation of exactly the same retail experience already in neighbouring towns, so why would someone drive from one town to another if every town has the same shops? Cookstown, on the other hand, once the thriving centre of Mid Ulster and now in rapid decline, in my view, largely due to planning decisions
08 cyclingindustry.news
which allowed large PLCs to effectively ring fence the town. I asked why would you expect people to park outside the town, at a retail park and then come into the town centre? They simply don’t need to, if you want a thriving high street, surely the priority is to make the town centre the destination and not an out of town retail park. There is also the issue about who local councils choose to support. Mid Ulster District Council, for example, use Halfords for its Cycle to Work scheme, as an independent local cycle retailer, I find that particularly difficult to swallow. Whatever the argument is, surely one of the fundamental objectives of any local authority should be to support local businesses and to keep money circulating within that local economy, rather than directing it towards large PLCs who have no interest in the local area other than to extract as much money from it as they can. Independent businesses are not asking councils to save us, we’re asking them not to undermine us. We don’t need to be rescued by local govern-
ment, we’ve done what we’ve done by ourselves and will continue to do so if given the opportunity. If councils genuinely want to revive the High Street, perhaps they should stop asking how they can persuade people to come back and start looking into why they left in the first place. The decline of the High Street didn’t happen overnight, and it wasn’t caused by Amazon, it’s the result of decades of decisions around planning, parking, rates, access, out of town retail. Yes, online retail has changed the landscape, but good independent retailers can compete with online businesses when given the opportunity to do so. They offer an experience, expertise, advice, service, community involvement and a personal service that simply can’t be replicated by a website. If they’re serious about reversing the High Street, we need to have an honest conversation about the above decisions, and local government needs to be willing to accept its share of the responsibility and simply not point the finger elsewhere.
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06 08 10 12 Ask The Trade - CIN09 2026.qxp 23/10/2026 14:24 Page 3
OPINION ASK THE TRADE
Jon // Fred Williams Cycles
W
e’ve been talking about this for some time now in our store, as you’re no doubt aware bike shops are constantly in a battle with online retailers in regards to pricing etc. My personal opinion in regards to bringing people back to the high streets would be to introduce a maximum discount level for online retailers. For example, 10% off the RRP set by the manufacturer of the product.
10 cyclingindustry.news
www.fwcycles.co.uk “MY PERSONAL OPINION IN REGARDS TO BRINGING PEOPLE BACK TO THE HIGH STREETS WOULD BE TO INTRODUCE A MAXIMUM DISCOUNT LEVEL FOR ONLINE RETAILERS”
That would allow the bricks and mortar retailers to retain some margin and compete directly. It would also mean that potentially a customer could receive a better price in store (than just a 10% discount) if the bricks and mortar retailer wished to do so. Perhaps putting all that into practice is another issue entirely, but I do think something along those lines could have a significant impact.
06 08 10 12 Ask The Trade - CIN09 2026.qxp 23/10/2026 14:24 Page 4
OPINION ASK THE TRADE
Mark Lloyd // cycling industry executive
I
think one intervention which would undoubtedly help is blazingly obvious, slash business rates on bricks and mortar retailers (I would suggest this is funded by adding a levy to online transactions, purely online retailers can either swallow this themselves to remain competitive or pass it on to the consumer, but hybrid inperson/online businesses will benefit from increased in-person sales on which they can offer reduced prices). However, I think the problem and solution are far more complex, there is self-perpetuating trend towards high street decline which needs to be reversed. I think the following issues need to be addressed.
way it used to, particularly in more deprived areas.
Convenience: People are unsurprisingly attracted to the easiest option, if they can have everything delivered to their door then why wouldn’t they? People’s time is under pressure as they work long hours to pay for rising living costs, people tend to live further away from their workplaces so more time is spent commuting, leaving less time for leisure activities and for those who work from home, combining their commute with a trip to a shop or nipping out during your lunch break is less likely.
Increase active travel infrastructure and public transport around high streets, funded in part by increased taxes on unnecessarily large vehicles (SUVs). Younger or poorer people are more likely to use active or public transport modes, as they probably can’t afford a car due to the vast cost of motoring. By improving access through more equitable transport modes, footfall on high streets will increase. Congestion will be reduced, which means less time is spent travelling and more time can be spent spending money in shops.
Adversity to, or unavailability of an alternative: Younger people i.e. those who have grown up with the internet are often more comfortable browsing, reviewing, asking about products and services online without a face-to-face experience with a retailer or product / service expert. Some will not have had the opportunity to experience in-store retail as it doesn’t really exist in the
12 cyclingindustry.news
Choice: There is inevitably far more choice online than there could be in a handful of high street stores, but I think (and have personally experienced) that too much choice also hampers a purchasing decision. The vast number of options available mean that there is a higher probability that any purchase will be from a retailer which doesn’t benefit the UK economy as much as it could (less tax paid, no jobs supported in UK etc.) My proposal to local and national government to tackle these issues are as follows.
Implement a four-day working week. This significantly addresses people’s life-work balance and provides more time for people to do leisure activities which drive retail through the requirement for specific clothing, equipment, nutrition etc. Shopping may also be considered a leisure activity for some.
People have an extra day to be out and about spending money on their local high street or visiting other towns, cities and driving local tourism. Both of the above interventions will improve people’s physical and mental wellbeing, as the health of the nation improves, and less money is spent on ill-health and productivity improves, reducing pressure on the exchequer and meaning more money can be spent on improving high street infrastructure (street furniture, green spaces, accessibility infrastructure, active travel) making them enjoyable places for people to spend time. On the subject of choice, of course consumers will want choice, but if their high street is rejuvenated and more shops exist, there might well be enough options on the high street and they might be inclined to go where they can see the products in person, make a better informed decision about a purchase and not then return it immediately so the carbon emissions and possible scrappage of returned products are avoided. That said, online retail is clearly not going anywhere, so high streets still need to adapt and the types of businesses will change (what you can't get online), but in order to do this they need to be attractive and accessible places for people to be, and people need to have the time, ability and inclination to be there, only then will high streets become viable again. ALL VIEWS ARE WELCOME: Share your opinion on the topic by emailing the Editor: Jon@cyclingindustry.news
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14 16 18 20 SPOTLIGHT - Developing Production Hubs in Asia - CIN09 2026.qxp 23/10/2026 14:25 Page 1
SPOTLIGHT Bicycle Production in Asia
THE TANGIER LESSON The map of Asian bicycle production is being redrawn, with China and Taiwan losing ground to Cambodia, Vietnam, Bangladesh and a growing list of newcomers. Cycling Industry News went looking for what actually decides where the next factory is built. Werner Müller-Schell writes…
I
n February 2012, Renault opened a car plant in Melloussa, a small town and rural commune near the Moroccan port city of Tangier. The remarkable part was not the factory opening itself but the address. Neither Melloussa nor the free-trade zone around it, 30 kilometres inland from the Strait of Gibraltar, had any history with the automotive industry. Neither, for that matter, did Morocco. What the country offered instead was a deep-water port 14 kilometres from the European coast, dutyfree access to the EU market and a government prepared to build vocational colleges for an industry that did not yet exist. What happened next is an economic success story: today, the plant employs more than 6,000 people, and in 2023 Morocco passed China and Japan to become the European Union’s largest
14 cyclingindustry.news
“CHINA AND TAIWAN STILL DOMINATE. BUT OTHER COUNTRIES WITH A LESS PROMINENT FOOTPRINT ON THE BICYCLE PRODUCTION MAP ARE CATCHING UP...”
supplier of vehicles and automotive parts by value, at €15.1bn. None of this, of course, has anything to do with bicycles. But that is precisely why it is worth the detour. Looking at the current map of Asian bicycle production, the same development is under way, only faster and with frames instead of cars. China and Taiwan still dominate. Eurostat counted 422,000 e-bikes entering the EU in the first half of 2026, with the two supplying 64%. But other countries with a less prominent footprint on the bicycle production map are catching up. Cambodia accounted for 12% of the volume, Vietnam for 11%. In short: suppliers that were marginal 10 years ago are now competing for orders Taiwan and China used to take for granted. “We are at the point where
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14 16 18 20 SPOTLIGHT - Developing Production Hubs in Asia - CIN09 2026.qxp 23/10/2026 14:25 Page 2
SPOTLIGHT Bicycle Production in Asia
China and Taiwan are becoming too expensive and people are looking for alternatives,” confirms Laurens van Rooijen, a Switzerland-based journalist and expert when it comes to bicycle production in Asia. “That is why new production locations keep appearing,” he continues. What Investors Look For None of this is new. Already in the 1970s, Japanese manufacturers began pricing themselves out of their home market and shifted investment to Taiwan instead. Alongside state support, export-processing zones and a strong entrepreneurial spirit, this influx of Japanese capital and know-how was one of the reasons Taiwan’s bicycle industry grew to the scale it eventually did. In the late 1990s, Taiwanese money followed the same logic into China. Three variables drove both moves. “What investors look for is a large pool of workers, low wages, and the availability of plots to build factories,” van Rooijen explains. All three are now in
16 cyclingindustry.news
“ANYTHING IN TECH PROMISES BETTER CAREER PROSPECTS AND BETTER PAY. BOTH CHINA AND TAIWAN, WITH THEIR HIGHLY DEVELOPED ELECTRONICS INDUSTRIES, ARE HEAVILY AFFECTED BY THIS DEVELOPMENT”
short supply where the industry currently sits. Taiwan and China are ageing, wages keep rising, and other sectors bid for the same workers. “Anything in tech promises better career prospects and better pay,” he notes. “Both China and Taiwan, with their highly developed electronics industries, are heavily affected by this development.” Workers and land, however, only get a country onto the shortlist. The rest of the checklist has little to do with the factory floor itself. “As little administrative restriction and bureaucracy as possible are also important, as well as security for the investment. Political stability matters,” van Rooijen continues, before turning to the conditions that decide whether the goods can be sold at all: tariffs and trade barriers. On both counts, China has become complicated, facing EU anti-dumping measures and an increasingly unpredictable US regime. Also critical: longterm stability, as a modern assembly plant is a nine-figure commitment:
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14 16 18 20 SPOTLIGHT - Developing Production Hubs in Asia - CIN09 2026.qxp 23/10/2026 14:25 Page 3
SPOTLIGHT Bicycle Production in Asia
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Giant’s new facility in Vietnam’s Bình Dương, for example, carries a price tag of around USD 120m, and a site of that size has to keep running through whatever the market does in the meantime. “Putting up a factory means it has to run for twenty years before it amortises. That is not a decision you take lightly,” van Rooijen stresses. The Map as it Stands Bình Dương is arguably the most prominent example of how new production hubs are emerging in South-East Asia. Vietnam has attracted the region’s largest bicycle investments over the past decade, and what unlocked the country was regulatory rather than industrial. The free trade agreement between the EU and Vietnam removed the duty on bicycles, but tied the exemption to rules of origin: manufacturers have to reach 50% regional value content, and the frame itself has to be built in Vietnam. Assembly alone does not qualify. “Vietnam dragged on for a long time until it really had free trade conditions with the
18 cyclingindustry.news
“PUTTING UP A FACTORY MEANS IT HAS TO RUN FOR TWENTY YEARS BEFORE IT AMORTISES. THAT IS NOT A DECISION YOU TAKE LIGHTLY”
EU,” van Rooijen recalls. “That was the point at which Giant decided to go in. And once one goes, they all go.” Not all of them went to the same place. “The Chinese companies invest too, but mainly in the north, around Hanoi, while the Taiwanese tend towards Ho Chi Minh,” he observes. Vietnam’s share of EU e-bike imports has nonetheless halved since 2023, from 22% to 11%, and the Cambodian figures suggest where some of that volume went. Bicycle exports from Cambodia reached USD 609.33m in 2025, 42.7% more than the year before, according to the Ministry of Commerce. Five assembly plants produce that volume, and all of them sit in the special economic zones around Bavet, directly on the Vietnamese border. Cambodia has a young workforce, low wages and duty-free EU access under the European trade initiative Everything But Arms. Measured against the criteria that decide these things, Cambodia ticks almost every box: workers, land, wages and market access.
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14 16 18 20 SPOTLIGHT - Developing Production Hubs in Asia - CIN09 2026.qxp 23/10/2026 14:25 Page 4
SPOTLIGHT Bicycle Production in Asia
“INDIA, INDONESIA AND MALAYSIA HAVE A VERY YOUNG AND LARGE POPULATION, AND ALSO A LARGE DOMESTIC MARKET. THAT IS AN ADVANTAGE OVER OTHER COUNTRIES IN THE REGION”
Meanwhile, the rest of the field is filling up. Bangladesh has built its position almost entirely with domestic capital. Exports rose 28.3% to USD 138.75m between July and May of fiscal 2025-26, according to the Export Promotion Bureau, with the conglomerate Meghna behind roughly two-thirds of the national total a year earlier. At Meghna’s Alpha Carbon plant in Gazipur, workers handlay carbon frames that leave the country at around USD 200 apiece, against USD 20 for a steel frame, which suggests the ambition runs beyond cheap assembly work. Thailand has taken a narrower road, one built on its natural rubber deposits rather than on wage levels. Neither country is a production hub in the sense that China or Taiwan are, but both are considerably closer than they were 10 years ago. The Next Tier Asked how the map will look in ten years, van Rooijen names three countries plus Vietnam on the list. India, Indonesia and Malaysia, he expects, will
20 cyclingindustry.news
have moved up, and his reasoning has less to do with wage levels than with sheer size. “They have a very young and large population, and also a large domestic market. That is an advantage over other countries in the region,” he says. India shows what that looks like in practice: the Ludhiana cluster in Punjab turns out more than 60,000 bicycles a day and accounts for around three quarters of national production, yet only 5 to 7% of that output ever reaches a foreign market. “The Indians know how to produce in real volume, but there is still a learning process involved,” van Rooijen observes. “They clearly want to upgrade, because they advertise it actively: we have good tariffs, we have good customs conditions.” Not every country on today’s growth list will still be on it in ten years, and van Rooijen is blunt about the ones he doubts. “A bit too unstable, both of them,” he says of Cambodia and Bangladesh, and his reservation has as much to do with infrastructure as with politics. “Reliable power supply and the
rest of it, those are important pillars too. If you run an aluminium smelter, the last thing you need is a power cut.” Brussels has added a constraint of its own: Regulation (EU) 2025/2146, adopted in October 2025, extended the anti-dumping duty on bicycles from China and kept it applied to consignments from Indonesia, Malaysia, Sri Lanka, Tunisia, Cambodia, Pakistan and the Philippines, whatever origin they declare. All of which returns the question to the Moroccan port city of Tangier. Morocco did not win a car industry by being cheap, since plenty of countries are cheap. It won by supplying everything that has to come with the cheapness: a port on Europe’s doorstep, duty-free access, a workforce trained at public expense, and enough predictability for a manufacturer to tie up capital for twenty years. Asia’s new production hubs have the first of those conditions in hand and are still working on the rest. One thing is certain: the map will be redrawn. Whether the value travels with it is likely to be decided in the upcoming years.
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24 26 28 30 REPORT - Wildfires - CIN09 2026.qxp 23/10/2026 14:35 Page 1
SPOTLIGHT Wildfires
FIRE ALARM Our last issue delved into the potential for cycle tourism to boost the economy. But what if the UK’s evolving climate was proving an obstacle to bicycle businesses aiming to grow the cycle tourism sector, or even simply endure those changing conditions? CIN examines the effects of the summer’s UK wildfires, how they affected bike shops and businesses in those areas, and what the future holds where summers to come are set to see more of the same…
W
ildfires are on the rise. According to the European Commission’s Joint Research Centre (JRC), 2025 was the European Union’s worst wildfire year on record. The outlook isn’t wildly optimistic either – a 2022 report published by the United Nations Environment Programme (UNEP) predicted that even if greenhouse gases are reduced, there could be a substantial increase in the wildfires around the world. Setting aside the landscape fires that are a natural process and sometimes needed for a healthy ecosystem, the report focused on the large, unusual fires (aka wildfires) and projected there to be a global increase of extreme fires of up to 14% by 2030, 30% by 2050 and 50% by the end of the century. UK battered by wildfires in 2026 Despite a climate traditionally peppered with a good dose of rain, the UK is more obviously becoming
24 cyclingindustry.news
“IF YOUR BUSINESS WAS AFFECTED BY THIS YEAR’S WILDFIRES, THE DIRECTION OF TRAVEL IS SOBERING”
susceptible to wildfires. Anyone viewing their news source of choice will likely have seen reports of forest fires across different locations, alongside those of the drought conditions experienced by much of the nation. Wildfires burnt down 19 homes in the West Midlands, and also hit England in Suffolk near the Sizewell B nuclear power station, in Northeast England near Greater Manchester and in the West Country. Wales saw wildfires cause damage at Conwy Mountain, Llanwonno Mountain, Llangynidr Reservoir near Ebbw Vale and Rhandirmwyn in Carmarthenshire. In July, a wildfire in the Cairngorms caused significant damage, with smoke reaching as far afield as Aberdeen. England alone saw 1,354 wildfires this year. For greater context, the number of wildfires has only breached 1,000 in two previous years in the last two decades (see page 26). If your business was affected by this year’s wildfires, the
24 26 28 30 REPORT - Wildfires - CIN09 2026.qxp 23/10/2026 14:36 Page 2
SPOTLIGHT Wildfires
THE RISING TREND FOR WILDFIRES (ENGLAND STATISTICS) Year 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026
Wildfires 721 694 333 570 310 531 411 425 1,157 508 433 296 1,592 313 248 987 1,354
direction of travel is sobering. “We are very worried about the prospect of this happening over and over again during the summer season,” Sally from Aviemore Bikes tells Cycling Industry News. “Businesses cannot and will not survive if they have the threat of closure over their main trading season. “We went into the fire in the middle of July and feel we have come out of it at the end of August and heading into the autumn season having missed one of our key trading periods.” Within the Cairngorms, Glenmore Forest Park saw a major wildfire and subsequent closure while work was underway to remove fire-damaged and unstable trees from the edges of the forest roads and walking trails. Due to the risk of falling trees and branches, the public were advised to stay on open forest roads and waymarked trails in the area. “The Glenmore and Abernethy Forest Parks are without a doubt the busiest biking, walking and tourist spots in the
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“WE ARE VERY WORRIED ABOUT THE PROSPECT OF THIS HAPPENING OVER AND OVER AGAIN DURING THE SUMMER SEASON”
area (and potentially Scotland) well known for the Ryvoan Bothy Loop and An Lochan Uaine (the famous Green Loch),” explains the shop. “All of the trails in these forests were closed and along with this a cordon was in place extending down to Coylumbridge (near Aviemore) and out to Nethy Bridge Village which stopped any access whatsoever to the area. The cordon also closed trails that had potential access to fire areas not just the fire area which to visitors (who are not aware of other trails in the area) made it appear Aviemore was closed or you could not go biking or walking there.” Knock on effects It’s become something of a tradition to knock mainstream media for its tendency to skate over nuance in favour of an attention-grabbing headline, but in the case of wildfires, there is a thin line for reports to tread. On the one hand, providing legitimate warning for potential visitors and residents, but go too far and they can give
24 26 28 30 REPORT - Wildfires - CIN09 2026.qxp 23/10/2026 14:36 Page 3
SPOTLIGHT Wildfires
the impression that the entire area is a dangerous no-go zone. For businesses in wildfire areas, that line makes a huge difference to their livelihoods. Aviemore Bikes is a good example: “Our shop has three main strands hire, repair and sales; the fire affected all three. Bike shops rely on a healthy summer season to get through the winter. Unfortunately, the fire started in mid-July and we saw an immediate drop in trade for the first three weeks of the fire. Though we did not have to close, we had a number of cancelled hire reservations as customers were seeing the news of the Cairngorms wildfire. Some of these bookings included family groups, multiple day bike packing trip bookings – which also affected accommodation providers – and larger group bookings.” It wasn’t just the shop’s cycle tourism-related business which was affected by the wildfires: “We saw an immediate drop in regular cyclists visiting the shop, whether that was for emergency repairs, spares or a
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“WE SAW AN IMMEDIATE DROP IN REGULAR CYCLISTS VISITING THE SHOP, NOT JUST TOURISTS”
souvenir. As well as overseas visitors, Aviemore is a very busy tourist hub for ‘local’ adventure enthusiasts and day trippers, these can be from within the Highland region or other areas in Scotland and make up a high percentage of our trade. This trade dried up immediately as people avoided the area as they had heard about the wildfires. “Another example would be the link between Cairngorm Mountain being closed. The centre has a large bike park which attracts families and skilled mountain bikers alike, with the bike park closed for three weeks these riders were no longer in the area, some of which would have spent money in local bike shops, etc.” With local incomes affected, Aviemore Bikes is expecting further negative knock-on effects: “Due to all local businesses being affected and seeing a drop in trade local residents have less money in their pocket, therefore less money to spend on a bike repair, bike accessories or perhaps a new bike.”
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24 26 28 30 REPORT - Wildfires - CIN09 2026.qxp 23/10/2026 14:36 Page 4
SPOTLIGHT Wildfires
“A CLEAR, CONSISTENT AND COORDINATED MESSAGE” Chris Taylor, VisitScotland Destination Development Director, tells CIN: “Visitor safety is the priority during serious incidents such as wildfires, and we work closely with emergency services, the Cairngorms National Park Authority, local authorities and tourism partners to ensure people have access to accurate, up-to-date information. “Throughout this summer’s wildfires, we coordinated with local, regional and national partners to share updates through our channels, helping people understand which areas were affected and where they could visit safely. “While incidents like this can influence visitor behaviour beyond the immediate affected area, the Cairngorms remains an outstanding destination to visit throughout the year. Visitors are drawn to its stunning landscapes, rich natural heritage, outdoor activities, and cultural experiences, with tourism at the heart of the National Park’s communities and economy. “With this in mind, we have been showcasing the Cairngorms through consumer marketing, media activity and travel trade partnerships, highlighting the area’s outstanding autumn and winter experiences and encouraging visitors to continue exploring the destination with confidence. This work is delivered in close partnership with industry bodies and public sector organisations to ensure a clear, consistent and coordinated message reaches prospective visitors.”
Of course, it wasn’t just bike shops that were affected in the area. In the case of the Cairngorms and no doubt elsewhere too, the network of tourismorientated businesses was significantly impacted by the wildfires during what was usually peak season. “All of the businesses in Glenmore were closed for around three weeks, all of these businesses have lost key July summer trading. One of these businesses was the Glenmore Campsite, which is regularly fully booked over the summer and is a key accommodation provider for outdoor enthusiasts and families, with all bookings being cancelled. This affects the Campsite but also had a knock on effect on ourselves – the customers were not here. In addition, in Nethy Bridge a cafe reported a drop in their customers on bikes coming in for cake and coffee or lunch as the main trails to Nethy Bridge were and still remain closed.” What happens next time? The nation is, hopefully, long past the ‘cross your fingers and hope’ stage when it comes to wildfires. They are increasingly likely and – if businesses in affected areas are to survive – wildfires must become part of the norm
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and mitigated against. That means that messaging from authorities with clout in the affected areas has to be accurate and loud, if local businesses are expected to survive likely recurrences. “It has taken long enough for bike shops to recover from Covid, the Cost of Living Crises and price increases, and now this summer we have been affected by a wildfire – so anything that be done to prepare or mitigate against this reoccurring in the future would be welcomed. “At the time we very much ‘made it up as we went along’ promoting what was open, and where customers could ride as there was still plenty to do away from hotspots, but the media was focusing on the closures and reporting the area as ‘out of bounds’. “In future we would we would very much welcome any support from governing bodies within tourism and cycling to be able to switch to positive messaging around what is open and what people can do. For example, we put a lot of time into creating maps, blogs and social media posts around what was open but our reach is not as big that of Visit Scotland, The National Parks, etc. We would like to see groups come together after this incident to better promote the area in the future
“IT HAS TAKEN LONG ENOUGH FOR BIKE SHOPS TO RECOVER FROM COVID, THE COST OF LIVING CRISES AND PRICE INCREASES, AND NOW THIS SUMMER WE HAVE BEEN AFFECTED BY A WILDFIRE...”
and share the same message.” CIN contacted multiple authorities and organisations, including VisitScotland (see inset) which said: “Throughout this summer’s wildfires, we coordinated with local, regional and national partners to share updates through our channels, helping people understand which areas were affected and where they could visit safely… we have been showcasing the Cairngorms through consumer marketing, media activity and travel trade partnerships, highlighting the area’s outstanding autumn and winter experiences and encouraging visitors to continue exploring the destination with confidence.” On a European level, the amount of devastation caused by wildfire looks to fall short of last year’s record-breaking total, but with news travelling rapidly and perhaps increasingly inaccurately in the mid-2020s, the way the industry handles wildfires – much like illegal bikes purporting to be legal eBikes – is in sharp focus. Authorities and organisations are aware of the challenge. The opportunity for greater cooperation to broadcast accurate messages is plainly there and ready to be grasped. Failure to do so will likely have a detrimental effect on businesses operating within the trade.
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32 OPINION - Halfords on eBikes - CIN09 2026.qxp 23/10/2026 14:37 Page 1
OPINION ELECTRIC BIKES
IT’S TIME FOR THE INDUSTRY TO RAISE THE BAR ON
EBIKE SAFETY By Pippa Wibberley, Commercial Director of Cycling, Halfords and Managing Director, Tredz
T
he growth of eBikes has fundamentally changed the cycling landscape, making commuting and everyday journeys more accessible to more people. When I speak to our customers, they are increasingly interested in and excited about the prospect of eBikes as a more convenient travel option, but one concern comes up repeatedly: safety. And that concern is understandable. Customers want reassurance that the bike they are buying is safe, legal, that the battery and charger are right for it, and that there will be someone knowledgeable to turn to if they need help. That is where responsible retailers have an important role to play. It means knowing what we sell, being able to trace the products and components in our supply chains, giving customers clear advice and standing behind those products throughout their lives. As the eBike market has grown, so too has scrutiny of batteries, chargers and conversion kits, and rightly so. The latest data from the Office for Product Safety and Standards underlines why it matters to distinguish between different types of eBikes. Of the 119 eBike fires reported in 2025 where the build type was known, 82 involved converted eBikes and 37 involved manufactured eBikes. For customers, that makes it even more important to know what they are buying, where it has come from and whether the components are designed to work safely together – all areas
32 cyclingindustry.news
where responsible retailers have an important role to play. Customers should not have to be experts to buy a safe eBike Most people buying an eBike are not technical experts, nor should they need to be. But that can make it difficult for customers to tell the difference between products they can trust and those that may not meet the same standards. Recent YouGov research found that 84% of Brits struggle to tell a legal ebike from an illegally modified one. That is why initiatives such as E-Bike Positive are so important. Managed by the Bicycle Association and Association of Cycle Traders, the scheme was established to give consumers a clearer way to identify reputable eBike brands and responsible retailers. Halfords is accredited as a retailer under the scheme, and all Halfords in-house designed eBikes have successfully completed the scheme’s audit process. Every bike sold through our network also complies with UK safety and road-legal standards. Schemes like this give customers a clearer signal of who they can trust and help them distinguish properly supported eBikes from products where basic information about their origin and components is difficult to verify. Safety cannot end at the checkout Responsible retailers know that product safety doesn’t end when a customer leaves the shop.
We see eBike safety as something that runs across the whole customer journey. Our customers see us as a trusted advisor in this space, which means helping people understand how to charge and care for their bike, as well as providing servicing, battery checks and ongoing maintenance. As the number of eBikes on UK roads grows, aftercare has to keep pace. Customers need straightforward guidance on maintenance and clear routes for replacing batteries or safely disposing of damaged and end-of-life batteries. The industry must make unsafe products harder to buy Retailers can’t solve the issue of eBike safety alone. Stronger enforcement is essential to tackle unsafe and noncompliant products, alongside clearer standards that help customers recognise products they can trust. The goal should be to make it harder for unsafe products to reach customers in the first place, while making trusted products easier to recognise. eBikes have an important role to play in the future of cycling. Legitimate safety concerns should not hold that opportunity back, but they do need to be addressed through better traceability, effective enforcement and stronger support throughout the life of the product. Responsible retailing means helping customers make safe, informed choices and standing behind the products we sell long after the initial transaction.
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34 36 38 PROFILE - Aeron TPU - CIN09 2026.qxp 23/10/2026 14:38 Page 1
PROFILE
AERON/TPU
“THE REAL CHALLENGE IS IN THE DETAILS” CIN takes a deep dive on TPU tubes with AERON/TPU, one of RTI Sports’ engineering and R&D-orientated brands. Christian Thrill, Director of Creative & Communications, takes us through the complex processes and years of research that has been ploughed into the development of AERON/TPU…
Designed for performance, Aeron TPU Tubes offer a significant weight saving over traditional butyl tubes without compromising reliability
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AERON/TPU is still a relatively young brand. Can you give us some of its background and explain what inspired the decision to develop and manufacture your own TPU inner tubes? While AERON/TPU was officially introduced at Eurobike 2024, the project itself had been in development for close to a decade. Developed by RTI Sports, the German company behind Ergon, the brand stems from a wider culture of longterm product development and engineering-led innovation. Since its founding in the early 1990s, RTI has built its reputation on innovation and rider-focused design, and the move into TPU inner tubes is a continuation of that approach. Guided by founder Franc Arnold’s belief that simply meeting industry standards was never enough, the company has consistently focused on challenging conventional thinking and pushing for better solutions. Recognising TPU as a material with clear performance advantages over traditional tube
constructions, RTI invested years of research and development before bringing AERON/TPU to market, continuing a philosophy that has shaped the company’s approach to product design and rider experience for more than three decades. “Airtube Engineering” is a key part of your brand identity. What does that mean in practice, and how does it influence product development? Manufacturing a bicycle inner tube might sound like a fairly mundane task at first. However, a closer look, particularly at the base material TPU, quickly reveals that creating a truly outstanding product requires genuine expertise and an engineering-driven approach. From the outset, the goal was not simply to manufacture and distribute good inner tubes, but to develop and improve them in-house. Achieving this requires both deep technical understanding and the right methodology. As a result, significant emphasis is placed not
34 36 38 PROFILE - Aeron TPU - CIN09 2026.qxp 23/10/2026 14:38 Page 2
PROFILE
AERON/TPU polyurethane, fully leveraging its advantages requires specialist expertise. To achieve this, we draw on a network of recognised TPU experts and manufacture in Austria in partnership with one of the world’s leading TPU producers. Beyond simply handling the material correctly, our in-house research and development department is focused on continuously evolving solutions and technologies that ultimately benefit customers. This includes innovations such as Multi-Layer Technology, High-Frequency Welding Technology and our Aluminium Valve Stem, all developed to maximise the performance potential of TPU. Can you tell us more about the Aluminium Valve Stem? In our SuperLite Race and ExtraLite protect tubes, we offer aluminium valve stem options. The CNC machined, anodised stems not only deliver superior durability when compared to a TPU stem, they have interchangeable valve cores and are compatible with electronic pumps and valve extenders.
AERON/TPU takes a high tech approach to R&D and production
Prototype tubes undergo rigorous testing at RTI HQ
only on development, but also on comprehensive testing procedures that validate innovations and ensure consistently high-quality standards. These tests cover everything from product ageing, burst pressure and drum durability to puncture resistance, pinchflat resistance, air retention, mounting performance and valve impact. Laboratory testing is complemented by extensive real-world evaluation, drawing on a broad network of riders across multiple cycling disciplines to assess performance in authentic riding conditions. Many brands now offer TPU tubes. What makes AERON/TPU different from other products currently on the market? We state quite clearly that not all TPUs are the same. While the starting point is the same base material, thermoplastic
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Puncture resistance is another major selling point. What properties of TPU help deliver improved puncture protection? TPU is highly flexible yet extremely resilient. Rather than causing damage, foreign objects are more likely to deform the material, helping to reduce punctures and improve reliability on long rides, during races and in everyday use. In addition, a TPU tube can be ridden at significantly lower air pressures than a comparable butyl tube, making it far less susceptible to “snakebite” punctures, a common concern for gravel riders. What are the biggest engineering challenges when developing an inner tube that is both ultra-lightweight and durable enough for real-world riding? The fundamental advantage of using TPU as a base material is the ability to tailor the inner tube to specific requirements. It can be made ultra-light, incredibly robust, or engineered to strike the ideal balance between the two. The real challenge lies in the details, from finding the optimal compound for a particular application to bonding the valve, or more specifically the valve base, to the tube material. This is a complex process, as it involves joining materials with different hardness levels and, consequently, different properties. Sustainability is becoming increasingly important in cycling. How does TPU
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34 36 38 PROFILE - Aeron TPU - CIN09 2026.qxp 23/10/2026 14:38 Page 3
PROFILE
AERON/TPU
“MANUFACTURING A BICYCLE INNER TUBE MIGHT SOUND LIKE A FAIRLY MUNDANE TASK AT FIRST. A CLOSER LOOK, PARTICULARLY AT THE BASE MATERIAL TPU, REVEALS THAT CREATING A TRULY OUTSTANDING PRODUCT REQUIRES GENUINE EXPERTISE AND AN ENGINEERING-DRIVEN APPROACH”
compare with traditional tube materials in terms of production efficiency, environmental impact and recyclability? First of all, TPU is a single-grade material that is 100% recyclable. However, when discussing environmental impact, it is important to be completely honest. Just because the material is recyclable does not automatically mean it is part of a fully cradle-to-cradle system, although that is certainly feasible. If the valves are removed from a TPU tube, the material can be processed back into granules and used to manufacture a new tube or other TPU products. Regardless of this, TPU tubes offer a more favourable environmental profile. Their carbon footprint is lower, as producing the rubber used in butyl tubes requires significantly more energy and water. Finally, the lifespan of a TPU tube is generally longer, which contributes to a positive, resource-conserving environmental outcome. Looking ahead, what innovations or developments can cyclists and retailers expect from AERON TPU over the next few years? I can’t reveal too much at this stage, but we wouldn’t be Airtube Engineering if we weren’t researching and developing at every level. Whether that’s innovations in compounds, an innovative
38 cyclingindustry.news
valve system or the perfect tube and tyre combination, there is plenty in development. It will be interesting to see what the future holds. AERON/TPU is available to the trade in UK and Ireland via Extra UK. www.extrauk.co.uk
ON A ROLL Another AERON/TPU tube nears the end of the production line before hitting the road on the way to the bike market
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40 42 44 REPORT - Illegal eBike commuters - CIN09 2026.qxp 23/10/2026 14:39 Page 1
REPORT Illegal modified bikes
ILLEGAL MODS: FROM DELIVERY DRIVERS TO COMMUTERS The need for the cycling industry to be united on eBikes was thrown into sharp focus when Laura Laker uncovered a new trend in the world of illegal so-called eBikes – that commuters are increasingly choosing them…
T
he numbers of commuters being caught using illegally modified e-motorbikes as eBikes has risen dramatically in the past year, according to City of London Police, who are stopping as many commuters on illegal eBikes as delivery riders during rush hour. This dramatic shift is understood to be driven by the rising cost of living and a lack of consumer knowledge about what constitutes a legal eBike. The City of London’s dedicated cycling team tackles cycling-related crime in the capital, including offences committed by cyclists. While a year ago most of the illegal e-motorbikes City police stopped were being ridden by delivery cyclists, the demographic of users seems to have shifted dramatically. This perception is echoed in the industry, with cycle shops apparently seeing more commuters coming in with illegal products. The industry’s new E-Bike Positive ‘Trust Mark’ is aimed at improving customer knowledge about safe products, but it may
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take a while to filter down to the street. Sgt Stuart Ford, who leads the City of London Police’s cycling team, says: “In relation to the types of bikes we’re seeing out there and who’s using them, between commuters and gig economy [riders] we’re seeing more of a 50:50 split.”
“SOME OF THESE COMMUTERS KNOW WHAT THEY’RE RIDING IS NOT LEGAL, BUT THEY’RE KIND OF TAKING THE RISK. I THINK GENERALLY THOUGH, PEOPLE DON’T REALISE”
“Some of these commuters know what they’re riding is not legal, but they’re kind of taking the risk. I think generally though, people don’t realise. They buy something that’s quite cheap, think ‘this is good, I can ride to work, I’m not going to get all sweaty when I get to work, brilliant’.” Sgt Ford said some riders have reported getting the machines via the Cycle to Work scheme. He said: “Somebody was buying one of these bikes from one of these companies on their ride to work scheme. So you’re buying a non-compliant bike for the road on a ride to work scheme.” This echoes what interviewees said in the controversial documentary with Adrian Chiles, aired by the BBC in January 2025, that some illegal emotorbikes were being bought via the Cycle to Work scheme. According to Cyclescheme’s website, the company behind the salary sacrifice scheme, 45% of its 2,700 suppliers stock eBikes – amounting to 1,170 shops. Jonathan Harrison, of the Association
CONTACT
T 01772 459887 E sales@bob-elliot.co.uk
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40 42 44 REPORT - Illegal eBike commuters - CIN09 2026.qxp 23/10/2026 14:39 Page 2
REPORT Illegal modified bikes
IN THE CITY A dedicated cycling team tackles cycling-related crime in the City of London. A year ago, most of the illegal e-motorbikes stopped were being ridden by delivery cyclists, but the demographic of users has shifted dramatically
of Cycle Traders, echoes Sgt Ford’s findings. He said: “Anecdotally, we’ve been hearing reports of commuters turning to non-compliant products as a low-cost transport solution, often without fully understanding the legal distinction between a compliant eBike and a higher-powered vehicle.” In a small online snap poll of six cycle retailers, four said they had seen a slight increase in customers bringing in non-compliant e-cycles, and five said the people bringing in these products were a mix of delivery riders and commuters or recreational riders. Harrison adds: “The challenge is less about consumer intent and more about consumer awareness. That’s exactly where E-Bike Positive can help. The Trust Mark has been created to help people make informed choices by signposting verified brands and responsible retailers where they can access trusted advice and purchase compliant products with confidence. Better consumer understanding is essential to improving safety, reducing confusion and supporting the continued growth of the legitimate e-bike market.” Sgt Ford also wonders if gig economy riders have learned the City is a hostile place for them, in that they are
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likely to be caught riding illegal machines there. Those using apps like Waze are even alerted to City Police presence, helping them avoid the area. For riders who are unaware what they are riding is illegal, Sgt Ford and his ten-person team can use professional discretion. He said: “It depends on the individual and what the offences are… what they’re doing. We have got the option of prosecuting or not prosecuting and we have to take into account
“THE CHALLENGE IS LESS ABOUT CONSUMER INTENT AND MORE ABOUT CONSUMER AWARENESS. THAT’S EXACTLY WHERE E-BIKE POSITIVE CAN HELP”
an awful lot when we look at that.” In a recent meeting of the All Party Parliamentary Group for Walking and Cycling on ‘fake eBikes’, speakers noted a lack of progress in the 14 months since the Group’s report was published, raising the alarm about the rise in dangerous products being sold and used in the UK. Among the APPG’s recommendations were that unsafe emotorbikes were withdrawn from sale; that the private land loophole, meaning suppliers can sell products that are illegal to use in most contexts, was closed; and introducing a national scrappage scheme to take illegal products off the roads. The Group’s chair, Fabian Hamilton, said “sadly many of the problems we raised a year ago are still with us”. Bicycle Association chair, Philip Darnton says he has been working on this since 2019 but admits not enough has changed in that time. He described the ‘silence’ of the government following the report’s publication. Darnton believes the demand for illegal products is extremely high now, and the Government needs to ‘make EBike Positive famous’ by sharing it on their websites. Steve Egdell, Chair of the Cycle to
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40 42 44 REPORT - Illegal eBike commuters - CIN09 2026.qxp 23/10/2026 14:39 Page 3
REPORT Illegal modified bikes
Work Alliance, said: “Cycle to Work providers have safeguards in place to ensure that eBikes supplied through the Scheme are legal and meet the required safety standards. “Cycle to Work Alliance members work with participating retailers and actively monitor bike shops to ensure that only appropriate products are made available through the Scheme. “If a retailer were found to have supplied an illegal or ineligible eBikes through Cycle to Work, that would constitute a breach of provider rules. The relevant Scheme provider would investigate the circumstances with the retailer and take appropriate action in accordance with its terms and processes. “The Alliance is clear that illegal eBikes and motorised vehicles should not be supplied through the Cycle to Work Scheme. “If a customer nevertheless has concerns about the legality or safety of an eBike obtained through Cycle to Work, they should contact their Scheme provider directly. Any reported case would be reviewed to establish the circumstances, including the product supplied, the retailer involved and whether the bike met the relevant requirements when it was supplied.” A BHN Extras (Cyclescheme) spokesperson said: “We are aware of news stories surrounding Cycle To Work Schemes being misused to obtain bikes that the UK Government classifies as ‘motor vehicles’ and, therefore, need to be registered, insured and taxed. The rider also needs an appropriate driving licence and will have to wear an approved motorcycle safety helmet. “Whilst it is not illegal for retailers to supply such motor vehicles, they are not eligible through scheme in accordance with the DfT’s Cycle to Work Scheme Implementation Guidance. As a recognised scheme provider, BHN Extras’ Cyclescheme requires eBikes supplied through the scheme to comply with UK legal requirements for Electrically Assisted Pedal Cycles (‘EAPCs’), as detailed on the gov.uk website. “At Cyclescheme, we’re committed to supporting safe, responsible eBike provision. That means helping employees access reputable cycle retailers, choose compliant bikes and understand what to look for before they select cycles. “In September 2025, Cyclescheme updated its terms for new retailers to
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While the report of a demographic shift in illegal bike usage has come in from the City of London, the problem could be replicated elsewhere in the UK
“IF A RETAILER WERE FOUND TO HAVE SUPPLIED AN ILLEGAL OR INELIGIBLE EBIKE THROUGH CYCLE TO WORK, THAT WOULD CONSTITUTE A BREACH OF PROVIDER RULES”
tighten compliance and service requirements for every eBike provided through Cyclescheme. “In addition, Cyclescheme is an official supporter of E-Bike Positive, alongside other organisations, charities and businesses challenging misinformation and promoting safe, legal eBike use.” ebikepositive.co.uk
46 48 50 52 OPINION - Market Opportunities - CIN09 2026.qxp 23/10/2026 14:58 Page 1
OPINION MARKET MUSING | PART 9
TIME IN THE MARKET vs TIMING THE MARKET The world is entering a period of unprecedented change and with that comes shifting demographic mixes, mega trends and opportunities to ride a fresh wave of innovation. Mark Sutton scans the past, present and future for the timely ideas that land with the public…
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aleigh was at one time among the 100 most quintessentially British brands recognised as a household label by consumers. It seemed as though generation after generation of those passing through the trade bought our first bikes in a partner store of the brand, be it a Chopper, a Burner or a Grifter; owning one of these bikes was a rite of passage and few garages in the land were without the brand. In browsing YouGov’s survey of the top 500 household UK brands in 2026, sadly it’s nowhere to be seen, trumped by confectionery labels and cars. More recent history is well documented and with fresh pressures to balance innovation, design and cost pressures, nothing has seemed to stick in recent history in quite the same way. It is, to put it bluntly, a different time. A lot changed. I remember being introduced to the quickly discontinued Raleigh Modum in 2023 and feeling as though the design quirkiness that might have made this bike a success in the past might not fly in the face of new demands from costof-living crisis-conscious shoppers. Gen X shoppers, who make up a large chunk of eBike sales and grew up with this brand, seemed unlikely to drop £3,400 on their first electric bike from a brand that has in the past been known to be affordable. Ironically, looking at it now, some of the design ideas were quite good and apt for the modern bike buyer. Fold-flat handlebars, a short wheelbase with cargo capacity – all excellent for the not inconsiderable number of people looking for something space-saving and
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46 48 50 52 OPINION - Market Opportunities - CIN09 2026.qxp 23/10/2026 14:58 Page 2
OPINION MARKET MUSING | PART 9
43% of people are now mobile phone shoppers, above the 34% who prefer to visit a physical store
“IN 2026, SHOPPING HABITS ARE AGAIN EVOLVING, MOST NOTABLY WITH MANY PEOPLE NOW DEPLOYING ARTIFICIAL INTELLIGENCE AS PART OF THEIR ONLINE PRODUCT RESEARCH AND BUYING FUNNEL” practical. Now there are tons more ebikes just like it, built for apartment dwellers and short trip car replacement. So, what’s changed? Why do most of the headlines of the past few years suggest that most of our heritage brands are in backwardation? More importantly, how does one become a household name in the first place? The theme tying those questions together would suggest that an iconic product should both tell a unique story and be timely for the economy in which it launches. The Sinclair C5, many argue, was way ahead of its time and that if you released that now, as microcars are becoming popular in European cities, well then it would have been a roaring success, rather than a cult product with a niche audience. To my mind, products that have succeeded in recent history are few and far between, but the most prominent in my mind was the impact the Tern GSD made. Before this launch, Tern had focused on folding bikes. It was making incredible progress in this area against established competition, but arguably hadn’t found a way to turn the heads of the bike world. The GSD changed that and went on to sell well ahead of the distributor of the time’s forecasts, and then expanded forecasts.
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Why the success? I’d wager a combination of personal desire for a product just like it, trend watching and riding the wave at the right time; the latter two being the important points from a success standpoint. The GSD came to market just as Bosch was starting to crack eBike drive systems, which, as we all know, was the catalyst for the explosion of cargo bikes from an ultraniche product into one that became a head-turner. The cool mum and dad, bypassing the traffic, smiling kids, a picture of health and thus, envy on a sunny day. The story tells itself, without the questions at the school gates. You don’t sell a bike like that with a dull spec sheet recital. In my opinion, no bike should ever be sold that way, but that’s a column for another time. This much-emulated product kickstarted the longtail cargo bike category and remains today an ‘original and best’ story. Much like the Chopper’s multi-decade appeal, or Brompton’s enduring folding bike design, an iconic product that becomes desirable quickly, produced at the right time, can become a gamechanger for a brand. Notice, though, how these are the outliers. The ones that made it big, and that the challenge for everyone else is not to rely on the relevance and reputation of a single product, but rather
the balance of growth through a catalogue of goods. It’s also a fact of life that the things that our parents found cool will universally not be seen the same way by our children, so even icons have their window. In 2026, shopping habits are again evolving, most notably with many people now deploying artificial intelligence as part of their online product research and buying funnel. 2026 is the year when augmented reality puts a clothing item on your body, live on your phone’s camera so you can view it as though you are wearing it. As yet, I’ve not seen a cycling clothing brand with this technology embedded, but here comes the start of the wave. Research by Drapers of 2,000 UK consumers this year found that 43% of people are now mobile phone shoppers, above the 34% who prefer to visit a physical store. This mobile growth was 40% the year prior and 31% in 2024, and perhaps most surprisingly, the gap between Gen Z and Gen X isn’t enormous. 46% of 18 to 29-year-olds were phone shoppers, compared with 41% of Gen X. For bike sales, you’d expect the figures to be higher by the nature of the product, but the trend is nonetheless the part worth noting. Considering that consumer confidence has been measuring similarly this year to the early days of Covid, is
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46 48 50 52 OPINION - Market Opportunities - CIN09 2026.qxp 23/10/2026 14:58 Page 3
OPINION MARKET MUSING | PART 9
“DEMOGRAPHICS DATA REVEALS THAT IN THE NEXT 10 YEARS THE VOLUME OF UK PENSIONERS IS EXPECTED TO INCREASE BY 14% TO 14.4 MILLION PEOPLE. THIS IS THE DISPOSABLE INCOME CROWD WHO WILL BE SEEKING WAYS TO STAY MOBILE AND ACTIVE IN LATER LIFE”
this small-screen browsing behaviour conducive to brands being able to inspire people with those heritage, high-ticket desirables? I think it’s more likely that brand loyalty will waver, which presents opportunities for the majority to get in front of eyeballs. According to Deloitte, ‘essential spending’ – think fuel and food – has been at a decade high this past year as a proportion of household expenditure, while leisure spending is again declining. Cycling, you might argue, is both essential and leisure spending, but how is it perceived by the UK consumer in reality? More a leisure pursuit than an essential, and that’s something we must prioritise changing if we are to sell new bikes to brand new customers. We have the antidote to the economic downturn, but too few are marketing it this way. Timing the market doesn’t always have to come from a product win, sometimes it can come from reacting quickly to a current event. The £2 diesel prices were jumped on by the Clean Cities Campaign, which took 50plus cargo bikes out to mark, for the seventh time, the annual Cargo Bike Cruise. This year’s message was pertinent. With delivery companies like Royal Mail and Santis riding alongside electricians and handymen on cargo bikes, this vehicle is one whose time
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has truly come. The savings to business are well documented and, at present a typical diesel van will haemorrhage 140 times more per mile than the cost per mile of a very typical eBike’s electricity burn. That’s fuel versus the cost to charge a typical battery alone, by the way; insurance, parking, fines, and taxes are not included. The cargo bike trend is of course somewhat regional, typically within dense urban spaces and affluent areas. Yet in London ridership is not up by an incremental amount; it’s up a stunning 126% in the three years 2022 to 2025. How smart must those inner-city cargo bike specialists feel right now to have got in before these once niche bikes realised their potential? So, what lies ahead of us that feels like an opportunity in what most suspect will be a period of broader economic downturn? A paper from EY on global megatrends states that we are entering the NAVI world, which they classify as being a period of non-linear, accelerated, volatile and completely interconnected change. AI, geopolitical turbulence, changing weather patterns, and all the supply chain disruption that comes with that are themes that align with the NAVI trend. “Navigating this environment demands a different kind of leader-
ship, one grounded in curiosity, adaptability, and the courage to act before the path is fully clear,” writes Hanne Jesca Bax, EY’s Global Vice Chair in the foreword. In other words, agility and being able to react at a moment’s notice when an opportunity arises is an asset. You can’t do that if you are chasing your tail and distracted. In turbulent spells, front-running the certainties is a good start to get on stable footing. Demographics data reveals that in the next 10 years the volume of UK pensioners is expected to increase by 14% to 14.4 million people. This is the disposable income crowd who will be seeking ways to stay mobile and active in later life. At CyclingElectric’s Demo Days in 2026, just over 65% of test riders were aged over 55 (or at least those who had time to fill in a survey were). Yet this is not a crowd that is actively marketed to in much of the industry’s imagery. I spent the entire summer asking people across the bike industry whether the record hot and dry spell was a good thing for bikes. The unprecedented conditions continue into October, with the MET Office revealing that the UK has had 117 consecutive days where somewhere has recorded over 20 degrees in temperature. The verdict, in case you were holding out, has been near-
46 48 50 52 OPINION - Market Opportunities - CIN09 2026.qxp 23/10/2026 14:59 Page 4
OPINION MARKET MUSING | PART 9
“WITH 45% OF THE WORLD’S POPULATION NOW THE RESIDENTS OF A CITY, SMALLER VEHICLES ARE THE ONLY EFFICIENT OPTION”
unanimous that extreme hot temperatures are similar to rainy spells for sales. People just stay home and buy air conditioning instead. So, climate change is certainly something for the bike industry to ponder. What’s the marketing play when sun doesn’t necessarily equate to sales anymore and the Tour de France moves through punishing 40-degree heat? There are both opportunities ahead and challenges. AI appears as though it will be probably the most disruptive technology the world has ever seen, projected by EY to increase global GDP by 3.5% by 2030. 88% of workers apparently now use AI at work, which has major pros and cons, depending on where you’re viewing that stat from. Some in the bike industry are already making this a central part of new businesses, riding the early stage of the wave, while others are seeing pushback for taking low-effort, mistake-strewn shortcuts. For bike industry publishers, suddenly we have swathes of new competition, but most of them are ‘reviewing’ bikes with three saddles and a backwards fork. I guess it could be real, but let’s hope consumers don’t genuinely start taking buying advice from bots over veteran journalists with all the scars to prove the hard miles of testing. In all likelihood, AI will rock the job
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market as industrial revolutions always do. With businesses seemingly assuming productivity gains, already there appears to be two sides to the coin. AI is only as good as the data it holds and the humans that historically controlled and created that data and moreover, fundamentally understood what it meant. This feels particularly pertinent in this industry where our data feeds are known to be incomplete, complicated and often confused. That in itself is a timely opportunity for someone. If we face an economy with mass unemployment, who will buy our goods? Conversely, will the bicycle become the mode of transport that’s famously cheap, accessible and effective as more oil refineries go up in flames? These mega trends are all in play and all hold risks and opportunities for brands and shops that adapt. By now we are the experts of adaptation. I’ll leave you with an opportunity and a mathematical certainty that works to our advantage. It is incredibly difficult to structurally expand innercity spaces, which means that with 45% of the world’s population now the residents of a city, smaller vehicles are the only efficient option. Not electric cars, not even subterranean Teslaexclusive tunnels. According to UN
data, the number of megacities with a population of more than 10 million people quadrupled between 1975 to 2025 (over 50% are in Asia, but the increased urban density trajectory mirrors everywhere). Urban transportation fit for the decades ahead will almost certainly mean smaller personal mobility, not lugging around 4 spare seats and parking a car for 97% of the day on in-demand land. Iconic cycling products build their reputations in their natural environments – folded on train station platforms and when loaded up with shopping at a supermarket’s bike racks, as the driver considers adding a tank of fuel to their shopping bill before wasting most of it sat in traffic. This imagery sticks in the minds of people far better than a recital of a spec sheet. To demonstrate to a customer how our products can both give life to their days and even add days to their lives is a heck of a story to tell. Few products can do it, so let’s sell the story, and the product icons will surely follow. You can discuss the themes and topics of this article (and anything else) in our Facebook group: Cycling Industry Chat
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54 56 58 60 SHOW REVIEW - CIN-LIVE - CIN09 2026.qxp 23/10/2026 18:07 Page 1
SHOW REVIEW CIN LIVE 2026
LIVE 2026
UNTIL NEXT TIME... T
he sun shone on Cycling Industry Live 2026 this September, with almost double the number of exhibitors, a revamped bike demo area and more visitors coming through the door to the all-under-one-roof bike trade show. Returning exhibitors were joined by newer additions, bringing together a significant slice of the bike trade in one location over the two days, providing a valuable opportunity for canny bike dealers, workshops and associated businesses to grasp at CIN Live. Not only that, but a busy seminar programme was on hand to dig into burning industry issues and topics. Now the final free breakfast rolls have been eaten, the doors on CIN Live 2026 have shut, and the team are busy plotting the return of the show – which will run over Sunday 19 September and Monday 20 September 2027. The CIN Live team said: “A hearty thank you to all the exhibitors, seminar speakers, unsung show heroes and of course the visitors for their support and time at this year’s CIN Live. “We were bowled over to see the support from the trade again, and we’re proud of how things developed for year two. The plan is to continue that trajectory and continue to give the trade plenty of reasons to save 19-20 September in their calendar for next year – see you there!” live.cyclingindustry.news
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54 56 58 60 SHOW REVIEW - CIN-LIVE - CIN09 2026.qxp 23/10/2026 18:10 Page 2
LIVE 2026
SHOW REVIEW CIN LIVE 2026
A bunch of significant names joined returning exhibitors at CIN Live 2026, including Upgrade, Belgian Cycling Factory, Brompton, Adaptive DCS, Abus, KASK, Lake, POC, Tenways, Lyon Equipment and many more...
– DIARY DATE – 19-20 SEPTEMBER 2027
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SKS - CIN Advert October 2026.pdf
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54 56 58 60 SHOW REVIEW - CIN-LIVE - CIN09 2026.qxp 23/10/2026 18:11 Page 3
LIVE 2026
SHOW REVIEW CIN LIVE 2026
Heavy hitting returning exhibitors including the likes of Ison Distribution, Extra UK, Oxford Products, ZyroFisher, Bob Elliot, Chicken Cyclekit, Ananda, Hope, Roxform, Tiger Cycles, Schwalbe, The Cycle Division, Kenda, Santini and many more...
Find out more at live.cyclingindustry.news 58 cyclingindustry.news
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54 56 58 60 SHOW REVIEW - CIN-LIVE - CIN09 2026.qxp 23/10/2026 18:13 Page 4
LIVE 2026
SHOW REVIEW CIN LIVE 2026
CIN Live 2026 saw seminars tailored to the trade and often bike dealer-orientated, including panels, sales tips and marketing workshop. Meanwhile, the demo area was considerably revamped for ‘26!
SCAN HERE to get involved in 2027!
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62 64 OPINION - Personal Personnel - CIN09 2026.qxp 23/10/2026 18:52 Page 1
OPINION GETTING FACE-TO-FACE WITH THE TRADE
For brands and distributors, getting on the road and making regular store visits remains as important as ever, argues Steve Elswood
THE IMPORTANCE OF
PERSONAL PERSONNEL When the economy is tough, a collaborative approach to the market is essential, and while making regular face-to-face store visits are costly, they are not to be overlooked, says Bob Elliot’s Steve Elswood…
T
he relationship between cycle industry wholesalers and independent retailers has long been built on a simple premise: wholesalers provide product availability, range breadth and support; retailers provide local knowledge, customer service and a trusted route to market. But in a period of uneven consumer demand, tighter cash flow and increasingly complex product ranges, against a backdrop of ever-growing digital reliance, that relationship needs to stay collaborative. Product supply, especially post Covid, is no longer simply a case of too much or not enough stock, it’s increasingly about stock risk: who carries it, how transparently it is managed and whether the supply chain is set up to enable IBDs to promote sales rather than merely moving numbers in boxes between warehouses. Retailers need confidence, not just catalogue depth and IBDs face a difficult balancing act. Customers expect choice, rapid availability and competitive prices in both workshops and over the counter sales. Yet retailers cannot hold every size, colour, fitting standard and price point in-store and the rise in technical complexity has amplified the challenge. Consider the number of variables involved in seemingly straightforward categories: wheel sizes, tyre widths, valve types,
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drivetrain speeds, brake mounts, eBike standards etc. A retailer needs sufficient product range and stock levels to serve its local customer base, but buying too broadly can tie up working capital in slow-moving lines. For wholesalers, this means availability alone is no longer enough. A large portfolio only has value when retailers can confidently identify the products that will sell in their specific market. The best distributors are not merely a supplier with stock and big ranges. They are partners that help retailers make easy, confident stock decisions. The value of regular in-store visits In this increasingly digital trade environment, it can be tempting to assume that a reliable website, accurate stock data and efficient delivery are enough to support retail customers. These
“GOOD ACCOUNT AND BRAND MANAGERS CAN PROVIDE A DIRECT CONNECTION BETWEEN THE RETAILER, THE DISTRIBUTOR AND THE BRANDS REPRESENTED”
tools are essential and are a large part of business growth, but they should not entirely replace one of the more overlooked links for those managing wholesalers, distributors and brands: the value of regular in store visits. Although still important, the issue is not simply maintaining contact. It’s about making sure that stock, product knowledge, promotions and commercial decisions reflect what is actually happening on the shop floor and good account and brand managers can provide a direct connection between the retailer, the distributor and the brands represented. In a market where stock risk, cash flow and consumer confidence remain key concerns, that connection has never been more important. Regular visits give the opportunity to see what is happening inside the business: which products are being promoted well, what customers are asking for, which workshop jobs are increasing and where the retailer may be losing sales due to gaps in stock or product knowledge. This kind of insight is difficult to gain through emails, online ordering or occasional phone calls alone. Wholesalers have access to valuable information: wider market trends, bestselling lines, new launches, stock availability and feedback from other retailers. This information becomes useful when it is
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62 64 OPINION - Personal Personnel - CIN09 2026.qxp 23/10/2026 14:59 Page 2
OPINION GETTING FACE-TO-FACE WITH THE TRADE
The Bob Elliot team at this year’s CIN Live
translated into practical advice for an individual business and in person visits give the opportunity to do exactly that. This personal time in stores isn’t just a one-way selling exercise. They are an opportunity for retailers to give honest and vital feedback on product quality, pricing, packaging, availability and customer demand, feedback that is invaluable to distributors and brands. It can highlight issues before they become a problem, reveal gaps in a range and help shape future buying decisions, after all, retailers are the closest to the end consumer. Digital systems may make ordering
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and purchasing simpler and quicker, but they cannot replace the trust built through consistent personal contact.
“THIS PERSONAL TIME IN STORES ISN’T JUST A ONE-WAY SELLING EXERCISE. THEY ARE AN OPPORTUNITY FOR RETAILERS TO GIVE HONEST AND VITAL FEEDBACK”
Fully understanding a retailer’s business can provide more relevant support, make better recommendations and respond more effectively when problems arise and solutions are needed. In a competitive and continually uncertain market, regular face-to-face store visits are not a cost to be overlooked. They are an investment in better stock decisions and range considerations, stronger retailer relationships and, ultimately, more sustainable sales throughout the bicycle trade. www.bob-elliot.co.uk
HIPLOK - CIN Advert October 2026.pdf
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66 68 70 PROFILE - VividQ - CIN09 2026.qxp 23/10/2026 15:13 Page 1
PROFILE
VIVIDQ
GAMECHANGER
An often overused phrase, gamechanger might actually be the most accurate description for VividQ’s holographic offering, which significantly expands the ways that bike dealers can operate, sell products and even run events. CIN speaks with CEO and Co-Founder Darran Milne about this brand new cutting-edge technology…
P
icture the scene: You’ve a customer in your bike shop on the verge of a sale. They need a large frame, but you’ve only a small size one on the shop floor and they’re concerned about how the large will look in reality. They also want to see what it would look like in a different colour, but it’s not one you’ve got in stock. And how would it look with that new saddle from their favourite brand, they wonder? No bike shop can stock all the sizes, colours and iterations a customer may want and this can lead to a frustrating experience and – worst case – maybe a missed sale for a shop, or a disgruntled customer when they finally get their hands on their bike. This is not a problem confined to the bike trade. You want to see what that £2,000-plus sofa looks like in sage green before you part with your cash? Well, you’re going to have to make do with thumbing through a dog-eared book of samples. “Even in a Porsche car showroom, it’s not often you get to see the exact car that you’re buying until you pick it up,” notes Darran Milne, Co-Founder and CEO of VividQ. It’s an odd situation,
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where bigger purchases are often made partly on blind faith. Inevitably – when money is paid or the contract is signed, and the consumer finally gets to see it in the flesh – there’s a degree of trepidation about the gap between expectation and reality. This slightly strange retail
“EVEN IN A PORSCHE CAR SHOWROOM, IT’S NOT OFTEN YOU GET TO SEE THE EXACT CAR THAT YOU’RE BUYING UNTIL YOU PICK IT UP”
reality is something that VividQ has developed a compelling alternative for. If the idea of your shop having accurate 3D holograms of 1,000s of bikes, that a customer can select and walk around while closely examining, seems like science fiction then that’s because it has been until this groundbreaking development from VividQ. CIN has been keen to see this retail relevant hologram tech in the flesh, and was lucky enough to get an invite from VividQ to step into a darkened room in an office in Cambridge, where we stand with a lightweight pair of glasses, while a staffer fires up the software. This is a hot off the press rudimentary version of the set-up VividQ has been developing. Before long, a 3D image of a handbag is in the middle of the room. You can step around it, look under it and get an experience very similar to if it was in the room with you, other than maybe smelling it (maybe that’s next?). Then we switch to the main event and the handbag is replaced with a road bike. Full size in the room (yet not in the room), you can walk around it, get up close to examine whichever bit you want and see it in full depth.
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66 68 70 PROFILE - VividQ - CIN09 2026.qxp 23/10/2026 15:14 Page 2
PROFILE In a moment, the road bike is replaced by a folding bike. Want to see it folded? Here it is. In another colour…? It’s probably the most futuristic thing CIN has seen in the trade, but it’s here with us in 2026. And it definitely beats being hunched over a screen squinting at a bike. Fans in Silicon Valley VividQ is a company staffed by those at the cutting edge of technology. And this really is the bleeding edge of tech – the kind of project that great engineering minds at Meta, Google and a number of other big international players are also working hard to crack, whether for heads up displays in car or to revolutionise entertainment. Indeed, VividQ has attracted fans over in Silicon Valley and also a bunch of investors. It’s not hard to see why. Channelling over 20 years of research, the business has over 50 patents. Led by an academic team (the proximity to Cambridge provides a clue where they got started), VividQ is definitely not just about the
What would that look like in blue? Just hold on a second, madam, I’ll change that for you...
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VIVIDQ
hardware: “We use standard components off the shelf,” explains Darran, adding that much of the magic comes from the software. The idea of holographic display has been with us for decades now. Apparently Hungarian physicist Dennis Gabor was the first to establish holographic projection principles, back in the 1940s (before lasers). Since then, we’ve seen them in film – like Princess Leia telling Obi Wan Kenobi to get a move on, in Star Wars – and on stage extracting vast amounts of cash with holograms of ABBA entertaining thousands (though these are not – academically speaking – holograms, we learn). You may be familiar with Star Trek’s Holodeck, where characters step into a blank room that swiftly becomes a photo realistic hologram you can step around and interact with – this is a more helpful example of what VividQ tech is aiming for. While film makers have been tricking us for years, it’s enormously difficult to make true holograms, with accurate depth, appearing in mid-air which you can walk around, happen in the real
world. It’s a task that has beaten engineers around the world for decades. VividQ’s longer term plan to produce a room-sized hologram is about 12 months away, the firm believes, and it has a 25 m2 plot in Hemel Hempstead where it’s putting together a demonstration area. What VividQ has to offer here and now, is actually an interim solution on the road to its room-sized ambitions. When it showed what it has to investors, they were suitably impressed and urged the firm to take it to market now. The technology is tantalising and likely to be useful to bike dealers that want to offer a premium experience, where customers can walk around their potential purchases without meaning shops have to tie up lots of cash on their shelves. We’re told that there is distributor-level interest too. VividQ’s holographic displays open up the possibilities. For a travel agent, they can show how a resort or hotel looks beyond a screen. An estate agent could take you on a house tour without leaving the office. Bike shops could run evening events where a pro cyclist answers questions, appearing as a hologram.
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66 68 70 PROFILE - VividQ - CIN09 2026.qxp 23/10/2026 15:14 Page 3
PROFILE
VIVIDQ
“THE TECHNOLOGY IS LIKELY TO BE USEFUL TO BIKE DEALERS THAT WANT TO OFFER A PREMIUM EXPERIENCE, WHERE CUSTOMERS CAN WALK AROUND THEIR POTENTIAL PURCHASES, ALL WITHOUT DEALERS HAVING TO TIE UP LOTS OF CASH ON THEIR SHELVES”
Maybe even a turbo trainer session that brings a route from the Dolomites to a bike shop on a rainy Tuesday evening in Grimsby… In fact, using this tech, a bike shop’s floor space could feasibly be greatly reduced to not much more than the space of a bike. The odds of a hologram bike getting nicked from your store reduces too. There are VividQ pilots currently operating in bike shops in Cambridge now and if you made it to CIN Live then you might even have grasped the opportunity to try the technology yourself (to be fair, this is probably one of the occasions where seeing it with your own eyes will be more useful than reading about it). VividQ is looking for AV installers to partner with, stressing that the hardware is akin to the kind of thing you might in a living room home entertainment set up. The pragmatic firm is working with existing hardware companies (“we now work with very big OEMs”) and for bike shops, the cost beyond the home AV hardware level costs would be a monthly subscription fee.
70 cyclingindustry.news
It’s clear that there are a lot of applications and a wealth of possibilities ahead. A gamechanger indeed. Contact VividQ directly to find out more. www.vividq.com
Below: True holograms which appear in mid-air, with true depth and stay accurate while you walk around them was something hitherto confined to science fiction. Now you can install such innovation within your bike shop...