Must be more evidence of a growing 'cycle culture' -
"
Want proof this culture is developing? The MD of \/auxhall Motors cycles to work; a Channel 4 newsreader bikes to interviews with presidents and premlers; and more and more people are discovering cycling is a fun family activity thanks to holidays at Oasis and Center Parts.
Couple all that to the tendrll-llke spread of cycle infrastructure - new bits are opening every day - and market expansion will surely follow.
But. in an age of consolidation. only the most wide-awake of lBDs and the savviest of suppliers will profit from the new opportunities.
Opportunities such as? Well, the grey market is expanding fast. The number of consumers ln the 50+ age bracket is increasing by 50 000 a month. But, there‘s a threat too, a demographic time-bomb. There is a rapidly declining number of freespending 20-29 year olds. ln fact. their numbers will drop through the floor in the next few years. This will have a massive impact on those suppliers, lBDs and bike mags who are overly youth obsessed. By 2001 there will be one million fewer 20-29 year olds than there were in 1996!
Smart bike retailers and switched on cycle suppliers will adapt their businesses to meet the challenges of the future. ln a mature marketplace with too many brands, too many products and too many shops - this applies to the bike trade as well as mainstream retailing - only the fittest will survive.
The best. however, will thrive.
"
Carlton Reid in 1st issue of BicycleBusiness - July/Aug 1999