BikeBiz Bicycle and cycling retail news
This piece first appeared in the February edition of BikeBiz magazine – not subscribed? Get a free subscription.
Grant Hadwin, Head of Sales and Supplier Partnerships at Retail Solutions provider, Citrus-Lime, outlines what IBDs should be thinking about to stay competitive.
The independent bike retailer has long been the heart of the UK’s cycling community – the trusted guide, the expert mechanic and a source of inspiration. Every year, IBDs face challenges here are a few to prepare for in 2025.
The changing terrain
The landscape for independent bike retailers is shifting rapidly, bringing new challenges that can feel overwhelming. Over the past five years, IBDs have faced a rollercoaster of change: booming demand, under-supply, over-supply and now the difficult balancing act of managing stock while maintaining healthy margins.
Many have tried to adapt, but quick fixes often create new problems.
At the heart of it all lies a pressing question: how can IBDs sell what they have at a healthy margin, despite these challenges? The answer starts with creating a seamless retail experience. Make it easy for customers to buy from you, use your website to drive customers in-store, allow your customers to choose the most convenient shopping experience for them. Don’t make them adapt their lifestyle to buy from you, but adapt your shopping experience to their lives, making it easier for them.
A failure to adapt
The greatest threat to independent bike retailers isn’t competition, it’s stagnation. Falling into ‘business as usual’ can be a slow path to irrelevance. When retailers fail to innovate, they face a cascade of problems: shrinking margins, sluggish sales, stock mismanagement and ultimately a disconnect with their customers’ needs.
But here’s the good news: adapting doesn’t mean losing what makes you unique. It means building on your strengths. By combining expert advice, personal service, and community connection with modern tools like e-commerce and data insights, you can deliver what today’s customers want without compromising your identity.
What customers really want
Today’s bike shoppers aren’t just looking for a product; they’re searching for an experience. They want expert advice, personalised service and a sense of community.
These are areas where IBDs have historically excelled, but without intentional efforts to innovate, even these strengths risk being overshadowed by convenience and price wars.
The choice to go their own way
Bike retailers have a choice: continue business as usual or change tack. The latter requires courage, strategy and a willingness to change. This means:
Embracing e-commerce: A strong online presence is no longer optional. Shops that combine the charm of local service with the convenience of online shopping will stand out. It is not about converting your in-store customers to online customers but offering them a choice. How would they like to buy from you? How convenient is it to buy from you? A slick Click & Collect service will not only drive sales but increase footfall to the store, it joins the dots and makes you truly multi-channel.
Better stock management: Understanding your stock allows you to create an action plan. Avoid over-ordering or running out of products to optimise sales and margin.
Insightful, accurate data: Knowing exactly what’s selling, how quickly and what needs to be reordered facilitates sound decision-making around pricing and how much stock to carry.
Time-saving tools: Investing in technology that reduces the time it takes to perform everyday tasks to free up space for more meaningful revenue generation.
Creating community: Beyond selling bikes, shops can host group rides, workshops and events to build loyal customer relationships through a loyalty scheme.
The opportunity to win
The challenges facing independent bike retailers in 2025 are real, but so are the opportunities. By embracing change, leveraging technology, and doubling down on the qualities that make local bike shops special, IBDs can transform challenges into competitive advantages.
