Bike Bicycle Shops are indispensable, and this will remain true. Despite the rise of online retail, the vast majority of the bike business still thrives on recreational cyclists. These customers value the in-person experience and expert assistance that local bike shops offer, showing little interest in the complexities of online ordering and self-assembly.
Years ago, when managing a bike shop, we understood that our real competition wasn’t other bike shops. It was the myriad of other ways people could spend their disposable income. A sunny day and some extra cash might lead someone to buy a bicycle from a bike bicycle shop. A rainy day might just as easily result in a home theater system purchase instead.
Flexibility and adaptation are the defining traits of successful bike bicycle shops. Relying on strategies that worked in the past is a recipe for failure. First, catalogs threatened bike shops, then the internet, and now direct-to-consumer sales models pose a challenge. The key is to adapt and evolve to survive.
A decade ago, integrating training centers into bike shops seemed like a promising direction. Some shops excelled with this model, using monthly memberships to cover overhead and leveraging the shop for revenue and profit. Regular visits from dedicated customers provided constant opportunities to sell accessories and services. However, the emergence of platforms like Zwift and affordable trainers largely diminished the appeal of in-shop training centers, demonstrating the need for continuous adaptation in the bike business.
Shops that have tied their fortunes too closely to a single brand are now recognizing the downside of that strategy. A successful bike bicycle shop should be its own brand, not merely an extension of a bike manufacturer. Strong shops can weather the loss or change of any bike brand. Making a particular brand the primary reason customers visit your shop is a fundamental mistake in the bike retail landscape.
To truly flourish, bike bicycle shops must become integral parts of their communities. Position your shop as a valuable resource. Offer bike clinics at local schools, provide support for community events like pacing for local races, and actively engage with local cycling groups. By embedding themselves in the community, bike bicycle shops ensure their continued relevance and success.
