Pedalling Potential: Tapping into the Family Cycling Market

This piece first appeared in the May edition of BikeBiz magazine – not subscribed? Get a free subscription.

Cycle Sprog founder Karen Gee gives insight into how retailers can unlock a lucrative customer base by understanding parents’ needs and offering tailored services.

Thirteen years ago, I founded Cycle Sprog to share what I was learning as I began to cycle with my two young children. What began as a small blog soon took on a life of its own, and today Cycle Sprog is the go-to resource for parents looking for advice on kids’ bikes and cycling gear. We provide articles, in-person and online advice sessions, plus online masterclasses to help families get pedalling.

But here’s the thing: none of this makes a difference if parents don’t take the next step and buy the gear they need. 

Many parents, especially those new to cycling, need lots of guidance when it comes to choosing bikes and accessories. 

This is where brands and bike shops can make a huge impact. By understanding parents’ concerns and offering services tailored to their needs, the cycling industry can tap into this huge potential customer base.

Why focus on parents?

Getting more families on bikes is about more than just selling products today. It’s about shaping the future of cycling and creating the next generation of loyal customers.

The benefits of more children and parents riding bikes for transport and leisure are well known, but many families simply don’t get started without access to the right bikes and equipment.

Parents who receive expert advice and have a positive first experience with cycling are likely to become return customers, as children never stop growing.

Plus, parents who discover the joy cycling brings tend to be brilliant advocates, encouraging friends and family to get involved too. 

What parents need from bike shops and brands

Let’s be honest, buying a bike or cycling accessories for a child can be confusing.   Questions like “Will this child seat fit my bike?”, “What’s a rear axle and will mine fit this trailer?” and “What type of bike does my child need?” are common. 

All parents are busy, and they need someone to guide them through the process.  

Those without a confident understanding of bikes need additional help, and this is where Cycle Sprog’s independent and friendly advice can help move them from curious about cycling with their kids to confident enough to go into a bike shop.

Shops that offer hands-on advice and personalised recommendations, and brands that offer a range of family-friendly products, will stand out.

Here are some practical ways to make your bike shop or brand more appealing to parents:

• • Offer fitting and consultation services:
    Help parents figure out which child seats, helmets, trailers, or cargo bikes will work for them. A quick fitting service can give them confidence in their purchase.
  • Let parents and kids try before they buy:
    Host family-friendly demo days or have an appointment system so parents can test out bikes and accessories. This is especially important for high-ticket items like cargo bikes, trailers and e-bikes, which parents are unlikely to buy without trying first.
  • Understand the family cycling journey:
    Staff who understand the range of product options available for cycling with young children can help parents future-proof their purchases, allowing upgrades to compatible accessories as babies and toddlers grow. 
  • Offer a range of price points:
    Not every family can afford top-of-the-range products, but that doesn’t mean they should settle for a low-quality option. Offering a selection of well-built bikes and accessories at different price points will make cycling accessible to more families.
  • Explain the benefits of quality bikes:
    Many parents unknowingly buy “bike-shaped toys” rather than well-built kids’ bikes. When children struggle with heavy, poorly designed bikes, they quickly lose interest. A hands-on demonstration of a well-made bike’s lightweight frame, easy handling, and proper fit can be eye-opening for parents (and their children).
  • Encourage balance bikes over stabilisers:
    Balance bikes help children learn to ride far more effectively than stabilisers, yet many parents and grandparents still default to the latter. Displaying balance bikes prominently and offering in-store demonstrations can change perceptions.
  • Offer buy-back or trade-in schemes:
    Parents love a good deal, and kids grow very quickly! Trade-in programmes can encourage repeat business and make it easier for families to afford quality bikes.
    
  • Improve product compatibility:
    Parents often struggle to determine whether child seats, trailers, or accessories are compatible with their bikes. Brands that provide clear, accessible compatibility guides make purchasing easier. 

How do I attract the parenting audience to my business?

This is the million-dollar question, and if it were that simple, there would be kids cycling everywhere!

It’s exciting to invite families into your business, and very rewarding when your hard work pays off and another child experiences the joy of riding a bike.

The ideas below have all been used either by Cycle Sprog, our clients, or in our local communities:

– Schools and clubs regularly need raffle prizes. Accessories and vouchers make popular prizes. 

– Local youth organisations are often grateful for activity ideas. Sessions on bike maintenance or route planning can help fill their calendar or plug the knowledge gap leaders may have. Check if you can send kids home with a leaflet.

– Support local junior cycling clubs and campaigns (e.g. Go-Ride, Kidical Mass, Bike Buses) by running events, providing basic maintenance services, supporting running costs, or supplying kit for families who would be excluded from participating. 

– Not-for-profit or community groups can apply to run Dr Bike/Fix-Ride-Learn sessions. Funded by Cycling UK, they help reach a wider audience. Applications are now being accepted for the Summer 2025 Big Bike Revival. 

– Getting involved in local parenting communities, either online or in person, enables you to offer advice and promote any family-friendly events you’re running. If you have staff members who are parents, they could be the entry point to these communities. Always abide by the rules of any group.

– Attend community events that are likely to be popular with parents and kids. 

– Redirect part of your marketing budget to target parents. Local businesses can advertise in local parenting magazines, whilst national brands could obtain exposure through book bag publications and national parenting websites. Social media ads can target parenting demographics locally or nationally. 

– Remember that the affluent grandparent market, who will need to purchase birthday and Christmas presents, could already be your customers. 

– Highlight what you’re selling. Whether it’s putting a kid’s bike or accessories in a shop window or featuring children and families in national advertising campaigns, potential customers won’t know what you’re selling if you don’t showcase it. 

Families represent a massive opportunity for the cycling industry. By considering their needs, brands and retailers can tap into this huge potential market, whilst helping more children discover the incredible joy of riding a bike. 

Karen Gee is the founder of Cycle Sprog, the family cycling experts connecting parents with the right products and advice.