Two wheels – double-digit ascent

On the Insights published by Shop! HQ sport industry expert Dirk Sorenson, executive director, industry snalyst, sports, at The NPD Groupmarket analyzes the current trends. In recent years, cycling has been known in the U.S. from the direction of competitive sports, and images of professional athletes or photos of amateur competitions have also been featured in the media and on social media sites. As a result of COVID-19, from March this year, photos of families riding together also began to appear.

Uphill in sales as well

This new reality has brought impressive growth to the U.S. cycling market, which increased its sales by 31% to $1.3 billion in the first quarter of the year. Several categories had unprecedented sales increases in March. Within bicycles, electric and gravel bikes continued on their growth trajectory—+85% and +20%, respectively, in March—while others that have traditionally seen flat or declining sales are seeing new opportunity. The latter includes children’s (+59% in March), adult lifestyle (+121%), transit/fitness (+66%), and front suspension mountain bikes (+55%). In addition, trailers and trail-a-bikes showed strong growth, up 77% in March.

Trainers/rollers grew sales by over 250% in March and stationary bikes were up 171%.

Market opportunities

The social message is obvious, the power of family cycling being an approachable, healthy, and safe activity. At the same time consumer willingness to invest in indoor bikes and cycling options for fitness has become a popular form of home sports. Both categories have been joined by new consumer groups who have invested in the new activity, so it is likely that they will continue to pursue this pastime.

It is also in the interest of retail to maintain this enthusiasm, as there are many products that can be associated with this leisure activity. On the one hand, equipment purchases can continue, so it is worth placing bicycles and related items in a prominent place. Focus on cycling accessories in family-focused campaigns. It is worth training salespeople to provide competent answers to questions from those who enter the category.

On the other hand, it is worth luring existing bike owners back into the store by selling accessories, parts, custom offers and providing service. Communities can also be built around the business, by organizing programs, demonstrations, tours, posting tips, advices in the parking lot, on social media sites, continuously or linked to events. Thematic promotions, island placements can present the accessories of a bicycle tour from the mosquito repellent to the energy slice, from bottles to sports drinks. Storytelling-based marketing can provide excellent support for reaching out to cyclists and building their loyalty.