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

By Jonathan Harrison, Director of the Association of Cycle Traders (ACT)

There’s something deeply satisfying about a bicycle that’s been properly assembled by a skilled mechanic. The precision of indexed gears shifting perfectly.

The balanced feel of wheels that have been expertly tensioned. The confidence that comes from knowing every safety-critical bolt has been torqued to exactly the right specification. These aren’t mere technicalities—they’re the difference between a joyful cycling experience and, potentially, a dangerous one.

Yet across Britain, a concerning trend has taken hold that threatens not just the livelihood of independent cycle retailers, but the very foundations of quality and trust upon which our industry was built. The race to the bottom on pricing, particularly in the online space, has created a parallel universe where bicycles appear to be simply commodities, rather than the precision machines they truly are.

As an industry, we face a moment of reckoning. The health of our supply chain—from manufacturers to distributors to retailers—requires urgent attention. At the Association of Cycle Traders, we’re increasingly concerned that the moral compass of our industry is being compromised by practices that prioritise short-term gains over long-term sustainability, customer welfare and most importantly, the growth of a cycling community.

Let me paint a familiar scenario that plays out daily across the country: A customer visits their local independent cycle shop. They receive personalised advice from knowledgeable staff who take time to understand their needs, discuss appropriate models, fit them correctly to a bike, and explain the ongoing servicing requirements. The customer leaves with valuable information and a clear understanding of what bicycle would best suit them.

Then comes the modern twist—they go home, search online, and find what appears to be the identical bicycle at a significant discount, often advertised at 20-30% below the recommended retail price. The decision seems obvious: same product, lower price. But is it really the same product? Our recent investigations suggest otherwise.

Through undercover enquiries, we’ve discovered a troubling pattern of misleading practices. Online retailers claim to have bicycles “in stock” that aren’t actually available for immediate dispatch. They advertise substantial discounts from RRP while obscuring additional delivery charges that can add £35 or more to the final price. Perhaps most concerning, bicycles advertised as “pre-assembled” often arrive requiring significant assembly work, with no safety checks or professional pre-delivery inspection (PDI) completed.

What the customer gains in apparent savings, they lose in peace of mind. The skilled labour of the bicycle mechanic—a profession requiring years of training and experience—is effectively devalued to nothing. The carefully established recommended retail prices, designed to ensure fair compensation throughout the supply chain, become meaningless figures to be slashed for short-term competitive advantage.

Some suppliers might argue they’re unaware of these practices, but the consequences are painfully real for both consumers and independent retailers. A bicycle is not merely a collection of components in a cardboard box. It’s a precision vehicle that, when properly assembled and maintained, can provide decades of reliable service. When improperly assembled, it can be dangerous.

The Association of Cycle Traders believes the time has come for greater accountability throughout our supply chain. Manufacturers and distributors must take greater responsibility in partnership with IBDs as to how their products are represented and sold. This isn’t about protecting outdated business models or resisting the inevitable march of e-commerce—it’s about ensuring that, however a customer chooses to purchase a bicycle, they receive an honest, transparent, and safe experience.

What might this greater accountability look like in practice? For starters, suppliers could ensure that their dealer agreements contain stronger provisions about how their products may be advertised, e.g. regarding stock availability claims. They could implement mystery shopping programmes to identify retailers who misrepresent their products. And they could provide greater support and incentives to retailers who invest in proper staff training, workshop facilities, and after-sales service.

For retailers themselves, the ACT has always advocated for transparency and integrity, encouraging our members to provide accurate information, fair pricing, and expert advice. We believe these standards should apply regardless of whether a bicycle is sold in a physical shop or through a website.

Consumers also have a role to play. While the attraction of a bargain is undeniable, we encourage cyclists to consider the full value proposition when purchasing a bicycle. The expertise provided by a knowledgeable retailer, the peace of mind that comes from professional assembly, and the relationship established with a local business that will support your cycling journey over many years—these benefits have real value that should factor into any purchasing decision. An industry with recognisable quality practices can engage and educate consumers.

The pandemic years saw unprecedented demand for bicycles, with many new cyclists entering our community. This should have been an opportunity to establish strong foundations for future growth based on quality, service, and integrity. Instead, in the aftermath, some parts of our industry have fallen into patterns that threaten to undermine consumer confidence and devalue the skilled work of bicycle mechanics (and the sector as a whole).

At the ACT, we’re committed to working with all stakeholders to improve the health of our supply chain, and we’ve developed high-quality training and accreditation schemes (within the Cytech programme) that help consumers identify retailers who adhere to the highest standards of professional practice and invest in their workforce. 

The issues facing our supply chain won’t be resolved overnight, but addressing them is essential for the long-term health (and growth) of our industry. When a customer purchases a bicycle, they aren’t just buying a product—they’re entering a relationship with our industry that we hope will last for many years. That relationship should be built on trust, honesty, and mutual respect.

As we navigate these challenges, I remain optimistic about the future of independent cycle retail in Britain. The retailers who focus on adding genuine value through their expertise, their service quality, and their community engagement continue to trade even in difficult market conditions. The suppliers who recognise the importance of a healthy, diverse retail ecosystem are finding ways to support these businesses while adapting to changing consumer expectations.

The bicycle remains one of humanity’s most brilliant inventions—a marvel of efficient engineering that enhances health, reduces environmental impact, and provides unparalleled freedom of movement. Our industry’s responsibility is to ensure that every bicycle sold delivers on this potential, regardless of where or how it was purchased. By working together to restore integrity to our supply chain, we can ensure that cycling continues to flourish in Britain for generations to come.

info@theact.org.uk | cycleassociation.uk

The latest issue of BikeBiz magazine is now online. Read the June 2025 Digital Edition of BikeBiz now!

In our June issue, BikeBiz were invited to Italy to tour ABUS manufacturing facilities before some big changes take place. We find out what we can expect from Eurobike from fairnamic CEO, Stefan Reisinger, and Director of the ACT, Jonathan Harrison, shares his thoughts on the integrity of the cycle supply chain.

We also hear from Madison CEO, Dominic Langan, on 2024 and winning P&A Distributor of the year, dig a little deeper into the new fizik helmet range, and hear from both Mark Sutton and Laura Laker. You’ll also find helmets and protection and new products in this month’s sector guides.

Click the page numbers below to head directly to each feature.

7: BikeBiz tours the ABUS facilities in Italy to find out what goes into making one of their road helmets.

15: Laura Laker shares her thoughts on cycle safety and the cyclical rise and fall in the number of people cycling.

19: Madison CEO, Dominic Langan, reflects on last year and winning BikeBiz’s P&A Distributor of the year 2024. 

22: The latest news from the cycle industry.

25: Simon Cox takes five to chat with Joanna Flint, Marketing Director at Green Commute Initiative.

28: Job changes and updates from the trade. 

30: Bafang unveil the H730 hub motor and gives some insights into the development.

32: Jonathan Harrison, Director of the Association of Cycle Traders (ACT), talks about the integrity of the cycle supply chain. 

37: We delve deeper into the new range of fizik helmets, talking to Extra UK about the unique tech and support available for retailers. 

42: IAA Mobility share a preview of what to expect from the IAA Mobility show in September.

45: fairnamic CEO, Stefan Reisinger, talks past, present and future of Eurobike.

49: Mark Sutton gives a progress update on how British bike manufacturers are doing in 2025.

Sector guides, including new products (54), helmets and protection (58).

Find all of our digital editions online.

Not subscribed? Get the BikeBiz magazine and newsletter for free! Sign up today.

The ACT has recently shared news that seven in ten cyclists in the UK have had their bike stolen (at least once), with the average cost of a stolen bike at £612.80.

According to new research from Novuna Personal Finance, this brings the total estimated cost of thefts to £2.4 billion.

Theft is most common in urban areas, with 82% of Bristol cyclists affected, followed by Newcastle (76%), Edinburgh (74%), Liverpool and London (both 73%). Despite this, only 24% of victims made insurance claims, despite cover options such as specialist bike insurance from providers like Bikmo.

The Novuna Personal Finance study highlights that thefts are most frequently occurring in public places, with 42% of cyclists feeling most at risk at public bike racks and 51% of thefts taking place in public spaces, compared to 30% on private property, including outside homes and workplaces.

E-bikes are considered particularly vulnerable, with 75% of cyclists believing they are more likely to be targeted than traditional bikes, amid the rise in e-bike popularity in recent years.

The startling theft figures have directly discouraged many from riding altogether, with 23% reporting a reduction in the amount of cycling they do and 9% having stopped riding completely following a theft.

A Home Office spokesperson said: “Bike theft has a huge impact on individuals and for too long, many of the victims have felt that not enough was being done to prevent their bikes being stolen, or track down the thieves responsible. As part of this Government’s Plan for Change, our Safer Streets Mission is determined to clamp down on the crime that damages our communities, and affects people’s lives, and tackling theft will be a crucial part of that work.”

Theresa Lindsay, marketing director at Novuna Personal Finance, said: “With so many cyclists facing the financial and emotional costs of theft, it was clear that bike security needed to be a priority. Investing in a quality lock and ensuring bikes were secured properly could help deter thieves.”

In response to the recent Transport for London (TfL) ban on most e-bikes being permitted on the London underground from 31 March 2025, the Bicycle Association (BA) and The Association of Cycle Traders (ACT) have issued a joint statement.

Both trade bodies have called for Government action following the ban on non-folding e-bikes due to fire risk concerns. It’s been reported that only folding models will be permitted on the London Underground, Overground, and the DLR and Elizabeth Line trains.

The decision by TfL follows a Freedom of Information request response from Gemma Jacob, senior FOI case officer, in August 2024 detailing that TfL had no further plans to amend restrictions, stating “We do not currently have plans to amend the restrictions on e-bikes or other electrically powered vehicles. The safety of our network is something we keep under constant supervision and review as necessary. We will make any necessary amendments as required.”

Upon publishing news of the upcoming ban, Lilli Matson, TfL’s Chief Safety, Health and Environment Officer, said: “Our priority is always the safety of our customers and colleagues. We have been working closely with the London Fire Brigade on a review of the safety risks associated with e-bikes on our network and following this review, we will be putting this safety ban in place from 31 March 2025. Customers with non-foldable e-bikes will not be permitted to use our tube and rail services. This safety ban will play a vital role in keeping our transport system safe for everyone, and we continue to work with partners in government and beyond to improve e-bike safety.”

TfL said the ban includes all non-folding e-bikes, including standard cycles that have been converted to e-bikes using conversion kits.

In a recent release, the BA and ACT have published their response:

The BA and ACT trade bodies represent the vast majority of companies in the UK cycle industry, including many responsible, mainstream suppliers of bikes and e-bikes, who safety-test their products extensively to recognised international standards, and responsible retailers who sell and maintain these products.

The UK cycle industry, through its trade bodies, has been engaging for several years now to assist Government to address the tragic and serious issue of fires attributed to e-bike and e-scooter batteries.

The industry understands that the overwhelming majority of such fires are caused by products sourced for use in the ‘gig economy’ for delivery purposes. To be able to compete for jobs and make a living, delivery riders are strongly incentivised to procure, at the lowest possible cost, often unsafe e-bikes or e-bike conversion kits (and/or batteries, chargers and parts of uncertain compatibility), almost always direct from overseas sellers via online marketplaces. Often, such products do not even comply with the legal limits on speed and power for a UK road-legal e-bike.

This understanding is supported by the recent comprehensive research into e-bike battery safety published by the Office for Product Safety and Standards (OPSS) and authored by the Warwick Manufacturing Group, and the recent targeting of the gig economy delivery sector by OPSS with multi-lingual e-bike safety videos.

Responsible UK e-bike brands and retailers have no involvement whatsoever in such unsafe, direct-imported products.

To make this very clear to consumers and other stakeholders, and to reassure users that that proper, reputable, legal and safety-tested e-bikes are extremely safe products in normal use, responsible UK suppliers and retailers have through their trade bodies developed a comprehensive set of voluntary industry initiatives:

• THE BA REGISTER OF SAFETY-AUDITED E-BIKE BRANDS: A register of responsible e-bike brands whose quality and safety processes have been independently audited.
• THE ACT & BA E-BIKE POSITIVE RETAILER PLEDGE: Identifying responsible e-bike retailers who have committed to the Pledge – to provide only safe, legal e-bikes, spares and repairs.
• THE E-BIKE POSITIVE CAMPAIGN: A public-facing campaign aiming to strengthen consumer confidence in reputable e-bikes, backed by the BA, ACT, Cycling UK and Bosch.
• THE BA E-BIKE BATTERY COLLECTION AND RECYCLING SCHEME: The BA is developing a voluntary industry initiative to facilitate the safe, responsible collection and disposal of end-of-life e-bike batteries via collection points UK-wide.
• COMPANIES AGAINST TAMPERING: The BA and many member companies support this Europe-wide initiative, emphasising the industry’s opposition to de-restriction of e-bikes and similar actions.

The industry continues to develop, at an international level, state-of-the-art safety testing standards for e-bikes and e-bike batteries, to further make these already safe products even safer.

It is, however, unacceptable that unsafe products continue to be sold and used in the UK, with often tragic consequences when battery fires occur. The reputable UK cycle and e-bike industry therefore calls for:

• The government to accelerate legislation to make online marketplaces and overseas sellers fully liable for the safety of the products they supply, and to stop unsafe products at the border.
• The government to require the operators of app-based delivery services to ensure that their services are delivered using only safe and legal e-bikes, with significant penalties for the operator if this is not enforced.

It is unfortunate but understandable that incidents involving these unsafe products, primarily used in the gig economy food delivery sector and procured via online marketplaces, have led to a blanket restriction on the carriage of all non-folding e-bikes on London’s public transport systems.

The cycle industry fully supports actions to keep the travelling public safe, and such decisions are properly a matter for Transport for London.

We do note with regret that this restriction will also affect many users of thoroughly safety-tested, responsibly supplied and legal e-bikes, who use these vehicles as a healthy, quick and enjoyable way to complete their journeys, including disabled people who use e-cycles for mobility.

The Bicycle Association and Association of Cycle Traders are committed to continue their close engagement with Government on these issues, aiming to accelerate meaningful action to address the root causes of these fires while safeguarding the reputable e-bike sector and the e-bike’s potential as a healthy and enjoyable form of transport which also reduces urban congestion and pollution.

The Bicycle Association (BA) and Association of Cycle Traders (ACT) have issued a joint message to cycle retailers considering fitting e-bike conversion kits.

This follows the publication of ‘Advice to businesses on the risks and responsibilities associated with carrying out repairs, modifications and conversions to e-bikes and e-scooters‘ by the Office for Product Safety and Standards, the Government agency responsible for product safety regulations in the UK and which oversees the work of Trading Standards. 

This guidance confirms, “If you supply parts and convert a bike or a scooter into an e-bike or e-scooter, you are legally responsible for its safety, and may be liable for any damage caused by any defect.”

The trade bodies’ understanding is that this wording reflects the clear regulatory position that anyone creating an e-bike by installing a conversion kit to a conventional cycle takes on the legal role as the e-bike’s manufacturer, under the UK’s General Product Safety Regulations, the Supply of Machinery (Safety) Regulations and other areas of UK product safety legislation.

The BA and ACT therefore strongly advise UK retailers considering fitting e-bike conversion kits to:

1. Be insured with product liability insurance which specifically covers e-bike manufacture.
2. Be fully aware of the duties that they take on as the e-bike manufacturer, including: 

1. The legal duty to CE or UKCA mark the new e-bike and to produce a corresponding Declaration of Conformity. 
2. The legal duty to maintain a Technical File including evidence of functional and mechanical product safety (under Machinery regulations), electro-magnetic safety (under EMC regulations) and chemical safety (RoHS regulations), all for the complete e-bike, and to retain this evidence for at least 10 years. Similar evidence under relevant product safety regulations is also required for the battery and mains charger — noting also the recent statutory guidance on e-bike battery safety. 
3. The legal duty to label the new e-bike with the name and address of the manufacturer (i.e. the retailer who fits the kit) and to remove or cover any branding which may mislead in this respect (e.g. the original manufacturer of the ‘donor’ cycle’s labelling and branding). 
4. The legal duty to provide adequate safety information and warnings to the user (especially around charging and battery safety). 
5. The legal duty to apply the crossed-out wheelie bin symbol to the e-bike (because it is classed as electrical waste at end of life) and to register on the National Waste & Packaging Database as a WEEE producer. 
6. If importing the battery for the conversion (rather than purchasing from a UK supplier who has already taken on this duty), the legal duty to register on the National Waste & Packaging Database as an industrial battery producer, and to meet take-back and disposal obligations for end of life batteries (e.g. by joining the BA’s e-bike battery collection initiative). 
7. If the converted e-bike has any radio, Bluetooth or smart/networking functionality such as an accompanying smartphone app, to also meet the additional legal requirements of the Radio Equipment Regulations, and/or the PSTI Consumer Connectable Devices Regulations.

1. Be transparent with customers that kit-created e-bikes rely on the mechanical safety of the donor cycle which was (in almost every case) not designed for use as an e-bike.
2. Be transparent with customers that, unless there is clear evidence otherwise any warranty on the donor cycle will be invalidated by fitting a conversion kit, and that the original cycle manufacturer has not authorised its use as an e-bike.
3. Be aware that many brands and distributors’ contractual arrangements with retailers explicitly forbid the unauthorised fitment of e-bike conversion kits to bikes supplied under such contracts.

The BA and ACT recommend that any retailer considering fitting an e-bike conversion kit request documentation from the conversion kit supplier to help in compiling evidence of compliance with the aspects listed at (2) above, to the greatest extent possible. This should include the kit supplier providing a “Declaration of Incorporation“.

The BA and ACT caution that even with kit supplier evidence it will almost certainly not be possible for a retailer to fully evidence that they have met their legal duties under 2 (b) when converting an e-bike if, for example, no evidence is available to confirm the structural safety (for e-bike use) of the donor bike frame and forks, or the braking performance of the cycle to which the conversion kit is fitted.

Any mechanical safety evidence would normally be held only by the original manufacturer of the donor bike, following testing to international standards. Even if it were available, this testing would have been based around use as a normal pedal cycle — and even this could not be relied on if the cycle is in a used condition, as it may have become damaged or corroded.

The BA and ACT recommend that, in the absence of formal evidence of mechanical safety, any retailer contemplating fitting an e-bike conversion kit carefully document their own professional evaluation of the mechanical safety of any proposed donor cycle in its intended use as a converted e-bike.

The trade bodies also urge retailers fitting kits to check that the kit supplier has provided robust evidence of EMC and RoHS compliance for the components/systems they supply, so that at least partial evidence of compliance with these regulations is available.

The BA and ACT recognise that e-bike conversion kits appear to be an attractive, affordable way for consumers to enjoy the benefits of riding an e-bike, and that in many cases, the converted e-bikes are used safely.

However, they remain concerned that there is a lack of awareness about the legal responsibilities which retailers who fit e-bike conversion kits take on, and a lack of clarity in the information usually provided to consumers about such conversions. The BA has also set out these concerns in this BA Guide.

Jonathan Harrison, Director of ACT, said: “This official guidance clarifies what we’ve been concerned about for some time. Retailers need to understand that by installing conversion kits, they’re legally taking on the role of manufacturer with all the associated responsibilities and potential liabilities.”

Peter Eland, Technical & Policy Director at the Bicycle Association, added: “The e-bike conversion kit its concept seems simple and appealing, but because fitting one moves a normal bike into the legal definition of ‘Machinery’, it comes with real regulatory complexity. Anyone considering fitting a kit should do so with full information about what they are getting into.”

“Safety must always be the priority,” said Jonathan Harrison. “While we understand retailers want to offer affordable e-bike options to their customers, they need to be fully informed about the significant legal responsibilities they’re assuming when installing conversion kits.”

Retailers should be aware that Trading Standards is actively investigating and enforcing against retailers offering e-bikes made via conversion kits who cannot meet the legal requirements as outlined above to evidence safety — especially battery fire safety. 

The BA and ACT urge any retailer fitting e-bike conversion kits to consider the legal and insurance implications of taking on the e-bike manufacturer role very carefully, and to ensure they are as prepared as possible for any Trading Standards investigation.

The BA and ACT continue to work closely with the Office for Product Safety and Standards on this issue and hope that further official guidance will be issued to provide even more clarity for both consumers and the industry about the regulatory position and safety of e-bikes created from conversion kits.

Cytech have partnered with Bristol-based charity Life Cycle to offer a range of bicycle mechanic courses. These industry-recognised qualifications are now available to individuals and businesses in Bristol.

Our partnership with Life Cycle expands access to Cytech training across the UK, increasing the pool of skilled technicians for bike workshops nationwide. Life Cycle are a great fit for our mission to make high-quality training more accessible and they join our strong network of training partners delivering Cytech courses and raising industry standards worldwide. – Jonathan Harrison, speaking on behalf of the Association of Cycle Traders (ACT). 

Life Cycle says the launch of the public courses is a milestone in their mission to transform lives through cycling. Participants will gain valuable technical skills in a supportive, hands-on learning environment while also contributing to the wider social impact of Life Cycle’s work.

Bristol Cycle Hub

The Cytech courses will take place at Life Cycle’s fully equipped, professional bike workshop in Bristol. Life Cycle’s expert tutors provide a welcoming, accessible, and practical approach to learning, ensuring every student, regardless of background or prior experience, feels supported in developing their skills. Cytech training provides a clear and structured pathway to mastering bike maintenance.

Life Cycle’s CEO, Ed Norton, says, “We are excited to launch our Cytech courses in partnership with the industry’s leading training provider. Our high-quality courses will support the cycling industry and help us deliver on our mission to boost cycling levels in the communities we serve.

“At Life Cycle, we help people of all ages, abilities, and backgrounds to benefit from bikes. Our courses are one of the ways that we support people on their cycling journey. Whatever your reason for wanting to take a Cytech course, learning with us means you’re part of something bigger.”

 Making an impact: Bikes Beyond Bars

Life Cycle says their training is about more than learning new skills. Every student directly supports Life Cycle’s charitable work, including their Bikes Beyond Bars programme. This initiative trains people in prison to become Cytech-qualified bike mechanics, giving them valuable skills and improving their chances of employability upon release. 

The prisoners refurbish bikes donated by the public, giving bikes a new lease of life. Each bike is then checked by their mechanics and sold at affordable prices in their shop, increasing access to cycling within the community.

By choosing to train with Life Cycle, students invest in their own future while supporting a charitable organisation that makes cycling inclusive, accessible, and transformative.

To find out more or book a place, visit: www.lifecycle.org.uk/courses-and-qualifications/cytech-courses 

UK bicycle retailers are set to benefit from a new partnership between the Association of Cycle Traders (ACT) and Bikmo Cycle Insurance. The partnership offers what’s being described as “a new revenue stream and competitive edge in the increasingly challenging cycling retail market.”

The newly launched scheme enables ACT Silver and Gold members to offer customers 30 days of free cycle insurance with every new bike purchase, while simultaneously earning £5 per policy processed.

This innovative approach aims to provide retailers with a unique selling proposition that could significantly enhance their sales strategy.

Jonathan Harrison, director of the ACT, said: “This is a significant breakthrough for independent bike retailers. In a challenging retail environment, we’re giving our members a powerful tool to attract customers and generate additional revenue from each sale. The free insurance provides an immediate added value that can help differentiate our members from online and large-scale competitors.”

The partnership offers retailers the opportunity to market bikes with the compelling proposition: “All our bikes come with 30 days free insurance”, potentially increasing sales and customer confidence.

Bikmo’s comprehensive insurance coverage includes protection against theft, accidental damage, and accessories, with no upfront payment required from customers.

Under the new scheme, ACT Silver and Gold members receive additional benefits:

1. 30 days of free cycle insurance on new bike purchases
2. £5 revenue for every free policy processed
3. Ability to offer customers a 5% discount on full Bikmo insurance policies

The initiative is designed to address the challenges independent bike shops face, providing a novel approach to adding value and generating additional income from each transaction. Customers must activate the insurance within seven days of bike delivery or collection, making the process simple and straightforward for both sellers and buyers. The cover does not renew automatically, and no payment details are required from the customer.

Full details of the scheme and how retailers can participate can be found here.

Seven in 10 cycle retailers across the UK will boycott this year’s Black Friday sales event, according to a survey of the bicycle trade by the Association of Cycle Traders (ACT).

The research shows that 69% of independent bike shops will resist the pre-Christmas discounting period, as rising operational costs and economic pressures continue to impact the industry.

The survey, conducted among ACT’s membership, also highlights that an overwhelming 82.35% of cycle retailers believe Black Friday negatively impacts independent businesses – significantly higher than the retail sector average of 75.4%.

Jonathan Harrison, director of ACT, said: “Our members are sending a clear message about the unsustainability of Black Friday discounting in the cycle trade.

“Many report that the event disrupts normal trading patterns, with shops experiencing quiet periods in October and November as customers delay purchases in anticipation of Black Friday deals.”

The survey shines a light on the specific challenges facing cycle retailers, with many reporting they’re “already at rock bottom on prices” and unable to compete with larger retailers’ buying power.

One retailer noted: “Bike shops now go quiet in October and November because of Black Friday with an expectation of heavy discounting.”

The ACT, which became part of the British Independent Retailers Association (Bira) Group in 2023, represents more than 4,000 businesses across the UK cycling sector.

The findings align with a broader national survey of independent retailers conducted by Bira, which found that 70.5% of all independent retailers across sectors are boycotting Black Friday this year.

Andrew Goodacre, CEO of Bira Group, commented: “This unified stance against Black Friday discounting reflects a broader trend we’re seeing across the independent retail sector.

“The recent autumn budget announcements, including increased staffing costs, have only reinforced the resolve of independent retailers to resist unsustainable discounting practices.”

The survey also revealed that 90.14% of cycle traders said the autumn budget hadn’t changed their view on Black Friday, with one respondent stating: “The recent budget rang the death knell of many businesses, with National Insurance, minimum wage and business rates hikes.”

Harrison added: “We’re seeing local bike shops caught between rising operational costs and the pressure to match unsustainable online discounts.

“Our members are choosing to focus on providing year-round value, expert service, and sustainable business practices rather than engaging in what one retailer described as ‘a race to the bottom.'”

The British Independent Retailers Association (BIRA) and the Association of Cycle Traders (ACT) have criticised today’s Budget as “the most damaging for independent retailers in recent memory”.

According to the two organisations, changes to business rates, increased National Insurance for employers, and higher minimum wage costs is “a triple blow” for businesses and threatens widespread high street closures.

The ACT, which is part of BIRA Group, represents more than 6,000 independent retailers across the UK, and has reported the reduction in business rates relief from 75% to 40% (capped at £110k) from April 2025 will “more than double” costs for many retailers.

This comes alongside employer National Insurance contributions rising from 13.8% to 15%, with the earnings threshold cut from £9,100 to £5,000, and the minimum wage increasing to £12.21 per hour for over-21s.

Andrew Goodacre, CEO of BIRA, said: “This is without doubt the worst Budget for independent retailers I have seen in my time representing the sector. The government’s actions today show complete disregard for the thousands of hard-working shop owners who form the backbone of our high streets.

“Small retailers, who have already endured years of challenging trading conditions, now face a perfect storm of crippling cost increases. One member has already calculated these changes will increase their cost base by £150,000 next year alone.”

Goodacre has described the Budget as “anti-high street” with many independent retailers continuing to compete with online giants.

He continued: “What makes this particularly bitter is that these are family businesses, often built up over generations, run by people who work incredibly long hours to serve their communities.

“They’re now being asked to shoulder an impossible burden while trying to compete with online giants who face none of these cost pressures.

“I can only assume that the government is happy for working people to shop online and buy cheap imports. This government has shown complete disregard for the local businesses that create jobs and maintain vibrant communities.”

A recent survey released by BIRA showed that 46% of retailers reported worse trading in early 2024 compared to 2023, with 42.6% expressing low confidence for Q2 2024.

Goodacre concluded: “This Budget betrays every independent retailer who has fought to keep their business alive through recent challenges.

“It’s not just disappointing – it’s potentially catastrophic for Britain’s high streets.”

The Association of Cycle Traders (ACT) is launching a campaign to ensure fair and accurate reporting of e-bike-related news while promoting the positive aspects of e-bike usage.

This initiative comes in response to recent instances of misleading headlines and articles that could negatively impact the perception of e-bikes, as well as to support the ongoing ‘E-Bike Positive’ campaign.

Jonathan Harrison, Director of the ACT, said: “We’ve observed a concerning trend in some media outlets where the term ‘e-bike’ is being used inappropriately or sensationally, particularly in accident reports.

“This not only misrepresents the nature of e-bikes but also risks damaging public perception of what is an increasingly popular and sustainable mode of transport.”

The campaign was sparked by a recent incident where a member of the ACT successfully challenged a BBC article that initially implied a connection between an accident and the use of an e-bike.

Following a complaint, the publication amended both the headline and content to more accurately reflect the incident as one of dangerous cycling, rather than an issue specific to e-bikes.

Harrison continued: “In my opinion, the main cause of e-bike and battery fears is the increasing coverage – both in the media and online social channels – of fires linked to unsafe e-bike batteries and chargers, which has the overall effect of damaging the reputation of all e-bikes.

“In most cases, these unfortunate incidents are caused not by certified OEM e-bikes but by uncertified, aftermarket batteries imported to the UK, purchased via online auction sites or unapproved retailers.

“It is this misconception of all e-bikes being unsafe that jeopardises the growth of e-bikes as a highly beneficial, sustainable transport solution.”

The ACT is actively involved in the ‘E-Bike Positive’ campaign.

This initiative aims to help the public distinguish safer, reputable products from high-risk ones causing these incidents, while also sharing the positive effects of riding an e-bike.

Harrison added: “E-bikes are an excellent solution for modern transportation for almost anyone.

“They offer an eco-friendly, inclusive and efficient mode of travel that help reduce congestion and make the air cleaner in our towns and cities.

“E-bikes encourage more active lifestyles, and make cycling with friends and family of mixed abilities possible.”

The ACT emphasised that tech misinformation is playing a significant role in discouraging people from trying out a revolutionary, accessible form of active travel.

Through the ‘E-Bike Positive’ campaign and this new initiative, the ACT aims to educate the general public to make informed purchase decisions, avoid risks, and be encouraged to enjoy the many benefits of e-bikes for transport or leisure.

Harrison concluded: “We’re calling on all cycle shop owners and enthusiasts to be alert to such misrepresentations in their local press and to confidently request corrections when necessary.

“It’s vital that we don’t allow misunderstandings or sensationalism to hinder the adoption of e-bikes.

“We’re committed to ensuring that the public receives accurate information about e-bikes and their benefits.”

The ACT encourages anyone who spots potentially misleading reporting about e-bikes to contact the ACT or visit the ACT website for guidance on how to address the issue and support the positive messaging around e-bikes.