Bike market historic reports

*MY* Estimated new bike sales value of just traxxio shops: ~€1.63B (+11.6% YoY) sell-in. Drop me a line for a broader estimate. 

⚠️ METHODOLOGY: BE isnt going to publish values this year. my estimate only includes bike sales so isn't total market value. Assumptions: 

Traxio = sell-in, 90 brands, ~65% of IBDs. Cyclesoft retail panel = ~400 shops, ~40% of IBDs, specialist-skewed sell-out ASP. Value = Traxio units × Cyclesoft ASP. Mechanical ASP back-calculated at −3.8%. Official value not yet published, and won't be as this reporting from shops isn't standardised. 

While most of the EU remains weighed down by stock weariness and cautious demand, Belgium turned a corner in 2025. The correction is done. The reason is structural: government leasing incentives and employer programs have created near-insatiable demand for high-quality bikes as vehicles, not just leisure items. This is overwhelmingly a Flanders story — Velofollies in Kortrijk drew 40k visitors radiating a confidence that is uniquely Flemish. Wallonia participates primarily in sport, representing only a few percent of market value.

📈 Confirmed Rebound578,737 new units (+7.1% Traxio / +7.7% GfK-NIQ) · ~200,000 second-hand 295,360 e-bikes (+7.45%) · 283,377 mechanical (+6.7%) Just 1 in 4 bikes sold is a sport bike.

💶 Estimated Market Value My estimated new bike sales value (Traxio shops only): ~€1.63B (+11.6% YoY) sell-in. Drop me a line for a broader estimate.

⚠️ METHODOLOGY: Belgium isn't publishing values this year — shop-level reporting isn't standardised. My estimate covers bike sales only and excludes accessories/services. Assumptions: Traxio = sell-in, 90 brands, ~65% of IBDs. Cyclesoft retail panel = ~400 shops, ~40% of IBDs, specialist-skewed sell-out ASP. Value = Traxio units × Cyclesoft ASP. Mechanical ASP back-calculated at −3.8%. 2024: ~€1.3–1.45B · 2025: ~€1.5–1.65B · Delta: +~€170M

🔢 Segment Evolution578,737 total · 295,360 e-bike (51%) · 283,377 mechanical (49%) — Road: 57,771 (+14%) · Gravel/CX: 23,619 (+10%) · E-Gravel: 2,234 (+12%) · E-Road: 4,780 (−0.1%) — MTB: 44,992 (−11%) · E-MTB: 16,782 (−10%) — City RD: 60,045 (+16.5%) · City IHG: 27,567 (+27%) — E-City IHG: 144,008 (+14%) · E-Trekking RD: 78,056 (−5.5%) — E-Cargo: 8,345 (+12.5%) · E-Longtail: 9,210 (+17.7%) · E-Fold: 12,100 (+11%) — Kids: 59,003 (+0.7%) · Folding: 9,002 (−8.5%) — Fatbike: 4,620 — first year tracked, youth-driven, arriving from NL (IBD-only visibility likely understates this) Speed pedelec: 14,058 new + 9,623 second-hand = 23,681 — all-time record. 97.5% in Flanders.

💶 ASP & Leasing: Structurally LinkedE-bike ASP: €3,895 — gross salary sacrifice turns a €4–6k bike into €50–70/month net, bypassing income tax and social contributions entirely. Consumers systematically choose up. 190,969 lease bikes on Belgian roads · 70,396 added in 2025. Fleet: 54% e-city · 13.6% speed pedelec · 15.3% race/gravel · 3% e-MTB · 5.3% e-cargo/longtail. ~2% of workforce currently on a lease bike vs 15% with a company car — the runway is massive. Also worth noting: there's talk of German brand B2B liquidations flowing into Belgium — consistent with the export increase flagged in my DE report.

🔄 ~200k Second-Hand UnitsLease cycle maturations are flooding the refurb market. Upway, E-bis and others buy exit stock, tune it up, and resell with warranty. This is broadening the market, not cannibalising it — shifting the retail framing toward LTV and maintenance rather than one-time transactions. The volume surplus does drive some cross-border arbitrage into NL and DE.

🚲 Ridership Up EverywhereFlanders: modal share 18.5% — 40,000 additional daily trips vs 2022. Antwerp Province: 34.4M passages · +13% workdays · +74% since 2015 · 7 locations exceed 1M annual movements. Wallonia: 388,318 passages across 69 auto-count points Nov–Dec 2025, +25% YoY — first full year of automated counting. Commuters are now the primary growth driver. 2025's dry weather was a tailwind, but the underlying trend holds regardless.

🛍️ Retail ConsolidationWildiers/Raida/Gaethofs unification — 35 stores. Bike Republic and Lucien investing in service and locations. 74% of consumers prefer IBDs · lease workshop revenue is heavily moating brick and mortar. BAAS Workshops expanding: recurring workshop income that transactional sales simply can't match. Digitisation is becoming table stakes, but physical retail is deeply entrenched.

🔭 2026 Outlook35% of the population intends to buy in 2026 · Brussels 43% · Flanders 36% · Wallonia 30%. Watch: Decathlon's entry into leasing · second-cycle lease sustainability · second-hand standardisation · continued infrastructure expansion · inventory pressure management. Belgium's value and volume leadership isn't accidental. Leasing policy, infrastructure investment, and retail professionalisation are compounding. The structural flywheel is still accelerating.

Sources: Traxio Velo full report, GfK-NIQ, Cyclesoft retail panel, Antwerp Fietsbarometer, Velofollies 2025, trade union mobility data, own analysis.

After a rocky 23, 24 was turbulent, but eased contraction: 

 📈 Unit sales rose +4.4%, to 540,356, putting total turnover around €1.3B and volumes +15% over '19 levels (470k units).

 📉 Bike ASP dropped (varying reports) ~ -5.9% to approx €2,400 eBike, (sub €1900 classic?)

 💬 Encouragingly, a survey indicated 60% of respondents say they’ll buy a bike in the next 2 yrs, with 40% aiming for higher quality; a glimpse of potential recovery in 25–26?

⚡ E-bikes have now passed 51% of units - but data is fuzzy. 

E-bikes now make up most units, though total volume dipped -4.6% YoY. This share reflects falling sales in the muscular segment, not eBike growth.

🔋 Mobility-focused e-bikes are the segment core: Hub-gear city: 126k (-11%), Touring/derailleur: 84k (-13%), Cargo: 15k (+3%)

Folding: 11k (+1%), Speed pedelecs -17% to 13k units. 

🚵 Sport e-bikes remain niche: eMTB: 19k (+1%), eRoad: 5k (+10%).

Data and trade show conversations indicate buyers may be tending gently toward value-focused builds over premium flagship models, especially as 2nd-hand lease bikes offer assurance through shops /online platforms.

🚲 Traditional Bikes: Contracting & Discounted

66k units (-4.9%) were sold, with discounting holding up volumes, particularly in city and MTB.

- Muscular city bikes crashed -25%

- MTBs: -8% to ~50k (from 89k in 2022)

- Gravel: +8% to ~21.5k

- Road: ~50k in 2024 (-4%) — though 2023 data suggested 70k, pointing to a possible reclassification??

- Folding (non-electric): +5% to 10k

- Kids' bikes: further decline (no %?)

Note: A 25% drop in city bikes is severe and suggests a lasting shift in urban commuter preference toward electric formats? 

🛍️ Retail & Regional Dynamics: Consolidation and Contrast

- Chains now control 34% of Belgium’s bike retail, with the 3 main players adding ~20 more stores and 4 smaller chains also growing. 

 - 74% of Belgians still prefer physical bike shops, but only well-structured retailers are surviving.

- Regional divide:

Flanders: Mobility-led - 12% plan to replace a mobility bike, 11% own an MTB

Wallonia: Sport-oriented - 7% plan to replace mobility bikes, 30% own an MTB

- Dealers are smart and capturing far more 2nd-hand sales, relying on consumer uncertainty of ex-lease eBike reliability. 

💶 ASP & Margins: Still Premium—But Under Pressure

Using calculated totals, Belgium’s average transaction value was ~€2,407 in 2024. Based on mixed datasets, we estimate e-bike ASPs around €2,600 and classic bikes near €1,900—still well above surrounding markets.

Retail indicated Margins down ~8% YoY, with big-box retailers operating at just 6% overall. Drivers behind the squeeze are likely:

- Overstock clearance

- Value-focused consumers avoiding non-leased premiums

- Structural price reset in the muscular segment

Overall, BE remains Europe’s premium cycling market—thanks to strong incentives and culture. But a clear recalibration is underway.

After years of explosive growth, Belgium’s bicycle market entered a sharp but expected correction in 2023. With retailers still carrying high inventory levels following the COVID boom, many drastically reduced their new purchases—leading to an 18% drop in total units delivered. This slowdown was not uniform across segments: mountain bikes plummeted, road bikes dipped, and muscular city bikes softened under pressure. But the market’s foundation held, thanks in large part to the continued strength of e-bikes and the structural rise of leasing. Electrification not only surpassed 50% of all sales for the first time, it continued to expand across new formats—cargo, folding, and even sport bikes. While topline figures fell, the shift toward premium, leased, and technically advanced electric bikes—often sold through trusted dealers—anchored Belgium’s status as one of Europe’s most resilient and value-rich cycling economies.

📉 Market Contraction After Peak Year

Total bikes delivered to retailers: 569,605 units (−18% vs. 2022)

Market value: €1.04 billion (−20% YoY)

Average selling price (ASP):

All bikes: €2,808

E-bikes: €3,700 (significantly higher than EU average)

Cause of drop: Not immediate demand collapse, but post-COVID overstock, leading retailers to reduce new purchases.

⚡ E-bike Growth & Electrification Trends

E-bike share: 51% of total sales (290,419 units) – first time exceeding classic bikes

Electric city bikes: 131,430 units

Electric trekking bikes: 88,249 units

Together, these account for 38.5% of total bikes sold

Speed pedelecs: Continued strength, uniquely popular in Belgium

Electric sport bikes:

Electric road bikes: 5,397 (↑15% YoY)

Steady electrification seen in folding, cargo, and gravel segments

🚲 Classic and Sportive Segments

Classic bikes sold: 279,186 units

Sport bikes: Held 27% market share (↓ slightly from 28.5% in 2022)

Mountain bikes: 54,929 units (↓38.2%)

Gravel bikes: 19,832 units (↑12.27%)

Race bikes: Slight decline (exact figure not stated)

🛒 Retail & Consumer Behaviour

Retail channel preference:

70% of consumers bought through specialist bike shops

Dealers sold 4x more e-bikes than multichannel platforms

Leasing: A major driver of high-value sales

Lease bikes are more complex, higher-priced, and bundled with service—strengthening the position of the vakhandel (specialist retailers)

🧾 Key Market Dynamics

ASP dropped only modestly (−2.5%), but unit sales fell sharply

The market is still structurally growing, despite 2023 being a clear correction year

Consumer trust in retailers remains strong, especially for complex and premium e-bike purchases

(expected publication on my linkedin feed ~23 April!)

   UNION des ENTREPRISES Sport & Cycle presented data today (that   represents 80% of the market) at Vélo in Paris : 📉 The market fell   linearly at -5.9% (-5.5% in 23) YoY to €3.23B, units down -12% to 1.96M (-14%   in 23).
 

   Contraction is hard but overall, sales are still up:
   - Market value is +33% over 19
   - ASP growth of 6.9% to ~ €1k mitigated volume slip 📈
   - 22's €3.6B was a record; 24 is only -10.2% behind; the #4 year ever?
 

   Market Overview
   - Total val: €3.2B
   - Repairs: +4.3% YoY 🔧
   - P&A: -2.2% YoY 👕⛓️
   - Bike Sales: -8.3% YoY 🚲
 

   Key Trends
   - Volumes fell: 1.96M bikes, -12% YoY (-26% vs 19)
   - IBDs discounted hard. €3k bike? ➡️ €2,200 reciept 😱
   - Yet, ASPs up 6.85% YoY to my calculated €975-1045 despite discounting?   huh?
   - Usage boomed: 5.9M bikes repaired vs 1.95M sold 🔧
   - Fewer till turns, more cash returns. Quantity << Quality.
 

   ⚡ eBikes Powered the Market
   - 24: 29% units, 58% val (down on 23: 30%/61%)
   - asp +3.9% €2045, (23 €1967)
   - Unique -16% drop YoY, but +43% vs 19
   - 2nd drop in a row 📉
   - IBD Asp↘️, multisport↗️
   - Cargo (+5%) grew most
 

   Classic Bikes 🚲 held on at the Top
   - Road (+13%) and Gravel (+5%) led 📈
   - Kids and entry-MTB 📉 fell hard
   - Mass-market city/folding slumped again
 

   Maintenance: 🔧 The IBD's Strength and future
   - Workshop turnover is +116% ( >2x) on 19 🔧 at €113M labor   (whoa)
   - Workshops also +19% YoY vs 23
   - 78% of repairs now @ IBDs ('19 = 57%)
   - 500 mechanic job vacancies!
 

   Channel data
   - Multisport strong at 62% of units, but IBDs 53% of € val
   - P&A split equally between IBDs, Multisport & online
 

   Bike Manufacturing, Imports/Exports 🌍
   - FR Manufacturing renaissance hiccup
   - 495K produced (-18% YoY), 53% e-bikes
   - 1.51M imported (-9% YoY), 74% from EU
   - 278K exported (+19% YoY)
 

   Public & Company Fleets 🚲🏢
   +21.5K shared bikes & 18.5K e-bikes! (Velib ~20k, for scale)
   - Company bikes lag @20k (DE=2M, BE=200k pcs).
   - Private leasing underleveraged
 

   Policy Failures ⚠️
   - 2023: Strong growth from infrastructure investment
   - 2024: Subsidies cut, budgets slashed
   - EVs: €1.5B for 330K 🚗 & only €29M for 57K 🚲
   - 16% of eBike buyers need incentives to buy
   - Momentum remains, but the fuel is being cut.
 

   Cycling Culture & Participation ❤️
   - use of bikes has exploded
   - 1:3 French people ride monthly
   - +37% bike lane usage since 19
   - Commuting up +10% in small cities 📈
   - Paris and Lyon lead 🚴‍♀️
 

   Gender Gap 👩‍🦰 A canary in the coalmine
   - Men ride 12% more
   - Yet 81% of women view bikes positively
   - 90% feel bikes fulfil their needs
   - 51% believe bikes are the future
   - Barriers: Safety, Infrastructure.
 

   France is reinventing cycling. Sport is strong and mobility is growing   despite recent policy turns. Gaps in infrastructure and subsidies will block   full mobility growth, awaiting renewed political momentum. For now a shift   from entry-level buyers to committed riders continues: Future is in value   & sevice.    

The bike market contracted -14% in volume to 2.2M units and -5.5% in overall value to   €3.4B in 2023; challenging times. ASP's rose +7% to a new all time high of   €978, following the worldwide less volume, more value trend.
 
   There are silver linings. Bike sales' ASP boost places pricing an astounding +71% above pre pandemic values (2019). 23 value results were driven by gravel, road, eBikes and a -11% contraction on the large childrens bike (low value unit) volumes. While 23 may have seen a demand reset, the bike as a product now occupies an incomparably higher quality and value level   (generalist retail historically sells a lot of bikes) than before. Workshops   continued their multi year growth trend, jumping a notable +19% on 22, now   worth a significant +116% over 2019 (filling a bike mechanic vacancy is   *hard* for shops in France nowadays!)
 
   After driving the majority of growth for the last few years, ebike unit   sales were down -9% (their first contraction in 13 years). They still drive stability though, contracting less than classic bikes to now deliver 30% of all unit sales and 61% of all bike sales value at an ASP of €1967. This shows   the upward quality and pricing trend we’ve seen in mobility markets, firmly   moving to France.
 
   Back to the notable data: Despite the rollout of bike infrastructure nationwide, new city bike sales slowed an unexpected -25% e / -36% muscular, folding -25% e/ -31% muscular. Cargo bucked the urban contraction and remained stable (after a multi year growth trend). There is certainly a mobility user group amongst the +5% eHybrid group. Overall, what is happening?
 

   Let's first acknowledge that last years city bike ASP was around €380 if   memory serves me well; more of a bicycle shaped object than a real vehicle we   see in the benelux, where the ASP is ~ €1575, while 2nd hand (e) Bike sales   are also up notably. Workshop values are telling: people are using already   purchased bikes a lot. Paris traffic counts showing more bikes than cars back   this theory up.
 

   What can the industry do to place users on quality, new mobility solutions?   City & folding bikes, the leaders in the cycling revolution's previous forward charge have faltered - but when in the city you see these are often entry level, short lifecycle goods. Maybe high end city (e)bikes are moving like cargobikes: decreasing less; possibly closer to stable. Like in sport,   quality now counts.
 

   Quality Sport bikes also pulled the peloton for 23; gravel was the winner   at +33%, then road at +25%, ehybrid at +5% and eRoad at +2%. Do note that this will in part be driven by discounting. But soley based on this data; quality sports bikes seem like a firm platform for 24. The wise will plan   minimal stock of entry level MTB's, for mid & high they'll plan   cautiously.
 

   UNION des ENTREPRISES Sport & Cycle did a great presentation of their   reults at this weekend's Vélo in Paris show.    

Source: Union Sport & Cycle – Observatoire du Cycle 2022
 

   🔍 Broad-Line Introduction
   France’s bicycle market entered 2022 on the heels of two exceptional growth years, shaped by the COVID-19 boom, government stimulus, and infrastructure   investments. Yet normalization pressures have begun to set in: global supply constraints persisted, inflation began eating into household spending,   and the industry faced growing scrutiny on affordability and equity. Against this backdrop, the market pivoted—not collapsed—driven by value over volume,   and by a maturing e-bike sector absorbing the shortfall in traditional bike   sales.
 

   📊 Core Market Data (2022)
   Metric 2022 YoY Change (vs. 2021)
   Total Bicycles Sold 2.6 million -7%
   Total Market Value €3.6 billion +5.2%
   E-Bikes Sold 738,000 +12%
   Market Share of E-Bikes (Volume) 28% +5 points
   Market Share of E-Bikes (Value) 59% +4 points
   Avg. Bike Price (Overall) €1,384 +7.5%
   Avg. Price E-Bike €2,079 +4.8%
   Avg. Price Mechanical Bike €566 +3.8%
   Bikes Produced in France 845,000 +1%
 

   🛒 Distribution Breakdown
   Specialized Retailers: 55% (stable)
 

   Mass Merchants: 25% (declining)
 

   Online Sales: 20% (rising)
 

   📉 YoY Evolution & Strategic Signals
   The French bicycle market in 2022 shrank in volume but expanded in   value—underscoring a price-led growth trajectory. Unit sales fell -7% YoY,   largely in mechanical bikes, while e-bike sales rose +12%. This shift in mix   drove the average price of a bike to a record €1,384 (+7.5%), and total   revenue still climbed 5.2% to €3.6 billion.
 

   Importantly, this wasn’t just inflation at work—it's a structural signal   that cycling in France is becoming more premium, more electrified, and more   purpose-driven. The e-bike boom continues to transition from early adopters   to mainstream commuters, with cargo bikes and urban utility models taking   more visible roles in city planning debates.
 

   🌍 Socio-Political Context
   Several macro factors shaped France’s 2022 market outcomes:
 

   Government Incentives: National and regional subsidies for e-bikes and   cargo bikes (e.g., Paris’ robust program) continued to support   uptake—especially among urban households and logistics professionals.
 

   Fuel Crisis & Inflation: Rising petrol prices and general   cost-of-living anxiety amplified cycling’s appeal as a cost-effective   alternative. However, inflation also eroded discretionary spending,   particularly for mid-market mechanical bikes.
 

   Local Production Push: A modest 1% rise in domestic production reflects   both growing political will for re-industrialization and the limitations of   current French manufacturing capacity—still reliant on imported   components.
 

   Climate Policy Pressure: France's commitments under Fit for 55 and its   national low-carbon strategy (SNBC) reinforced cycling as a decarbonization   tool. While verbal support is strong, funding remains fragmented.
 

   🧭 Strategic Outlook
   2022 confirmed a critical inflection: the French bicycle market is no   longer defined by post-COVID aftershocks, but by structural repositioning   around e-mobility, rising ASPs, and shifting consumer profiles. The decline   in mechanical bike sales is not a crisis—it’s a recalibration. In parallel,   the continued ascent of e-bikes—even amid economic headwinds—suggests   long-term staying power, especially if affordability barriers can be   addressed through targeted subsidies and financing options.
 

   For brands, retailers, and policymakers alike, the message is clear: future   growth in France will hinge not on volume recovery, but on value   segmentation, logistical agility, and credible alignment with environmental   and urban mobility agendas. The market is maturing—strategies must, too.    

   🚲1,3M pcs & €2.5B, but big mix changes.
 

   📉 19-25
   The real baseline is 19: 1,7M units @€2.1B. 25's market is +19% val € &   -24% vol. They're bottoming out: 22->23 €freefall -23%, flat € 23-24, and   -3.8% in 24-25. The descent is slow / stabilised. The pain isn't.
 

   📊 25 DATA
   🚲 Traditional bikes: 1,047,000 (-3%)
   ⚡ E-bikes: 256,000 (-7%) | 20% of market (up from 11% in 2019)
   🏭 Traditional production: 1,805,000 (+6%) | Export: 1,042,000   (+11%) | €317M (+14.8%)
   🔋 eBike MFG: 281,000 (-17%) | Export: 107,000 (-20.7%)
   📦 Components export: €550M (+14.5%)
   ⚖️ Trade balance: +€172M | Industry: 220 companies, 34,000 direct and   indirect jobs, €1.9B industrial turnover
 

   🏭 THREE SPEEDS. One headline.
 

   Traditional MFG is a Cash Cow: prod +6% & exp +11%, vs imp -28%.   Exporting domestic surplus and less foreign product demand.
 

   eBike MFG tells a hard story: 21-22's Star (+56% exp). Now -17% vol and   -7%€. Not demand management: loss of confidence. Switched to a Dog faster   than expected.
 

   Components: Star: €550M exp (+14.5%), despite Campa's headlines?!?!
 

   🔍 THREE THINGS The data perhaps isn't saying:
 

   The -14% eBike drop in IBD is a big headline, captured by mass retail &   online. CH saw a similar IBD-> mass-retail shift in 24, then it snapped   back after clearances ended. This may also be a liquidation artefact, not   structural migration?
 

   Muscle bikes "holding up" at -3% is a false read. 80% ->   ~80.7% share is from uneven decline, not renewed demand. Italy is not   shifting back to mechanical bikes. It is failing to sustain eBike   premiumisation.
 

   💵 ASP almost certainly fell. Specialist retail collapsed, eBikes   declined faster than mechanicals, discounting continued. Fewer units, lower   prices, margin erosion at every level.
 

   ⚖️ THREE FORCES are moving against IBD simultaneously:
 

   Supplier power strong: components export growing, Italy's supply chain has   leverage. Buyer power rising: channel migration to lower-cost options,   sustained discounting. New entrant distortion: non-compliant eBike imports   eroding IBD pricing and consumer trust. 3 of 5 force challenges at once.
 

   🏛️ Policy causes the mobility & eBike gap. No national subsidy,   no lease plan, no connected infrastructure. Italy: 20% eBike share. Germany:   53%. Belgium: 70%+. Not preference: A vacuum. "Even Pogacar says IT   cycling is dangerous."
 

   🏪 RETAIL: SERVICE SHIFT
   4,000+ Italian IBDs saw the global trend: Growth in workshops, not sales.   Demand delayed, not destroyed? But without PLC data, this remains a   hypothesis.
 

   🔭 2026
   "Timida speranza." Timid hope. The industry expected 2025 to be   the recovery year. It wasn't.
 

   ---
   📌 Data: Confindustria ANCMA 2025    

 After two years of heavy contraction, Italy it appears to have stabilized - but at a cost:
 🚲 1.35M bikes sold (–0.7%   YoY)
 📉 €2.6B turnover (flat YoY,   +24% vs 2019)
 🏭 Industrial turnover   dropped –30% (€3B → €2.1B)
 🚢 Trade balance shifted to:   +€175M
 

   The market reconsolidated around higher-value products and e-bikes (274k   units, +0.3%), while muscular bikes declined to 1.08M (–0.9%). A   discount-driven strategy helped hold volume - but at the cost of margins,   staffing, and long-term resilience. Exports rose +28%, but couldn’t fully   offset domestic weakness. Imports likley tanked due to stock levels and caution, so the trade balance might more reflect internal malaise, than export success?
 
   ⚡ E-Bikes: Quietly Stabilizing the Sector
   Italy’s e-bike share grew from 11% to 20% of unit sales since 2019. This is   behind EU peers in volume, but the small urban market share is rising notably   for 43% of e-bike sales.
   * Breakdown: 50% e-MTB, 43% city, 5% gravel, 1% cargo
   * 0.3% growth (274k units)
   * Production +17%, Export +28%
   * Est. value: €1.3B (+65% vs 2019)
 

   🚲 Traditional Bikes: Losing Ground 📉
   1.08M units were sold (–0.9% YoY, –29% vs 2019) but Deep discounting tanked profitability, and even non-eBike segments (road, kids) are in decline.
 

   Gentle segment share declines YoY (which continue a multi-year trend):
 • MTB: 33% → 29%
 • City/hybrid: 33% → 26% (note   urban+hybrid grouped)
 • Kids: 17% → 15%
 • Others stable at ~3%
 
   🔧 P&A and Workshops also saw a slowdown, perhaps due to fewer   new COVID-era returning to service bikes.
   • Parts & accessories: –8%
 • Workshop turnover: –5.5%
 

   🏭 Industry Health Check
   Italy is producing more than it sells domestically — especially e-bikes —   but often at loss-making margins.
 • Production: 1.7M traditional   (+1.2%), 340k e-bike (+17%)
 • Export: 940k traditional (+1%),   135k e-bike (+28%)
 • Import: 485k (+13%)
 • Companies: ~230 SMEs creating   ~19,000 direct jobs.
 • 20 company closures, ~1,000 job   losses (-5.26%)
 
   TL;DR: • Market stabilized in volume
 • Value is up — but profits   aren’t
 • E-bikes are the bright spot
 • Aftermarket and labour took a   hit
 • Future depends on infrastructure   & policy, not discounting
   💬 What’s your read on the Italian market’s trajectory? Let’s   discuss.    

 Reduced units is an ongoing trend; '21 was -3%, and '22 was -15% units, but eBikes ⚡️ made for an overal value boost that year). One could declare "cosa diavolo sta succedendo?*" but luckily Q1 '24 data appears to be now stabilising.
 

   Might Europe be trending to show sporting driven markets suffering   uniqueley, with MTB's 🚵accounting for 30% of Italian sales (Although   this is receding slowly, with urban 🏙️ continuing to grow slightly to   26%)? 🛣️ Road and Gravel don't neem to be doing it for Italians as   much as other European markets, making up just 8% of units sold domestically   and hence unable to curve the decline. We're now seeing a clear trend, with a   3 year continued contraction in classic bike sales 🦵⤵️. Overall,   muscle powered bikes were down 24% to 1M units, eBikes down 19% to (only)   273k units of domestic sales. No, thats not very many ebikes... yet?
 

   🏭 Manufacturing changes were also different from Northern europe   markets, with muscle power bikes down. ( -29% at 1.6M units) as well as   ebikes (-23% at 290k units). That said, eBikes ⚡️ are showing their upward   trend as a portion of the market through less decline, and as a category are   the only segment still above '19 volumes. In fact eBikes now acccount for 25%   of market value vs just 11% in 2019. Look at the classic vs ebike levels on   the bar chart and you can see, eBikes saved the day in '22 giving a value   boost despite overall unit decline, but werent able to pull of the same feat   this year. Likeley due to tail end corona peak deliveries and generalised   global warehouse glut. That said, they remain the hero in the story - just   look at 2019 vs 2023 Value. 2019 = 1.7M units vs 2023 1.3M units, so a 23%   value increase can only come from overall rise in ASP's eBikes bring 💶.   
 

Export figures however slumped more   and conversely; -35% for classic and -40% for eBikes, with an overall -18%   export value slump.
 

Click on this Bike Europe gift article link for more info in english.   https://lnkd.in/ewPGcHyJ    

In 2022, the Italian bicycle market experienced a notable shift. While total bicycle sales declined by 10% compared to the previous year, the sector's overall value increased, driven primarily by the continued rise in e-bike sales. This divergence highlights the growing importance of electric   bicycles in Italy's cycling landscape, both in terms of consumer preference   and economic impact.
 

   📊 Market Data & Trends
   Total bicycles sold: 1,772,000 units (–10% YoY)
   Traditional bikes: 1,435,000 units (–15% YoY)
   E-bikes: 337,000 units (+14% YoY)
   E-bike market share: 19% of total bicycle sales (up from 15% in 2021)
   Total market value: €3.2 billion (+52% since 2019)
 

   🏭 Production & Industry Dynamics
   Total bicycles produced: 2,765,000 units
   Traditional bikes: 2,385,000 units (–18% YoY)
   E-bikes: 380,000 units (+10% YoY)
   E-bike production share: 13% of total bicycle production
   Component industry value: €600 million, with over 90% exported
   Employment: Approximately 40,000 people across 250 companies
   365mountainbike
   🛒 Distribution Channels
   Specialist retailers: Account for over 68% of annual turnover
   Other channels: Include supermarkets, large-scale distribution, and online   platforms
   365mountainbike
 

   🚴‍♂️ E-Bike Segment Insights
   Urban/city e-bikes: 52% of e-bike sales
   E-MTBs (electric mountain bikes): 43% of e-bike sales, with a 30% increase   from 2021
   E-cargo bikes: Sales doubled from 1,500 to 3,000 units
 

   🌍 Socio-Political Context & Strategic Outlook
   The Italian government's commitment to cycling infrastructure is evident   through its €1.154 billion investment plan aimed at enhancing urban mobility   and safety. However, proposed regulations such as mandatory helmets,   registration, and insurance for e-bikes have sparked debate. Industry leaders   express concern that such measures could hinder the growth of cycling by   adding barriers to entry.
 

   Despite these challenges, the e-bike sector continues to thrive, indicating   a robust consumer shift towards electric mobility. The increase in domestic   e-bike production and the strength of the component export market underscore   Italy's potential to become a central player in the European cycling   industry.    

In 2021, the Italian bicycle market demonstrated remarkable resilience.   Despite global supply chain challenges and the absence of purchase incentives   that had bolstered demand in 2020, total bicycle sales reached 1.975 million   units, just 2% below the previous year's record. Notably, e-bike sales   continued their upward trajectory, highlighting a sustained shift towards   electric mobility.
 

   📊 Key Market Data
   Total bicycles sold: 1,975,000 units (–2% compared to 2020)
   Traditional bicycles: 1,680,000 units (–3%)
   E-bikes: 295,000 units (+5%)
   Total bicycle production: 2,905,000 units (+5%)
   Traditional bicycles: 2,560,000 units (+5%)
   E-bikes: 345,000 units (+25%)
   ancma.it
 

   Exports:
   Traditional bicycles: 1,780,000 units (+21%)
   E-bikes: 180,000 units (+56%)
   Total export value: €418 million (+45%)
 

   Imports:
   Traditional bicycles: 555,000 units (+29%)
   E-bikes: 130,000 units (+8%)
   Component exports: €528 million (+36%)
   Component imports: €706 million (+69%)
   Trade balance: –€64 million
 

   🧭 Strategic Outlook
   The 2021 data underscores the Italian bicycle industry's adaptability and   growth potential. The continued rise in e-bike sales, even without purchase   incentives, indicates a robust consumer shift towards electric mobility. The   significant increase in both production and exports, particularly in the   e-bike segment, reflects Italy's strengthening position in the global bicycle   market.
 

   However, the negative trade balance highlights the need for strategic   investments in domestic component manufacturing to reduce reliance on   imports. Enhancing local production capabilities could not only improve trade   figures but also bolster the industry's resilience against global supply   chain disruptions.
    

Met het gebruiksvriendelijke platform van Upshift Sports & Mobility Consulting kunt u eenvoudig online bestellingen plaatsen en beheren. Onze website is ontworpen om het proces soepel en efficiënt te maken, zodat u zich kunt concentreren op uw bedrijf. Registreer vandaag nog en ontdek hoe gemakkelijk het is om uw distributiebehoeften te beheren met Upshift Sports & Mobility Consulting.

   This is based on AMBE sell-in production, invoicing and invoicing data from   member brands (excludes TNT, MEGAMO, Carrefour, etc).
 

   📊 Overal 1,01M units (−0.7%), €2,18M (−5.9%) BUT... (!!) Bike ASP   €1,282 (+9.8%) Bikes have stabilised vs -12.8% in 24 & -13.6% in 22. The   reset is done. But, total sector value fell -5.9%. While bike sales value   grew 9.2%, driven by a +9.8% on ASP at €1,282, a€254M drop in P&A +   softgoods did the damage to the headline number.
 

   📦 P&A: Dropped 24.7% to €776M & 36% of market value. It sat   at ~44% of value in 23 and 24. Clothing €164M -47.5%, Helmets €76M -20.6%,   Shoes €31M -44.1%.. Ouch! Perhaps this   is sell in/out normalisation? Spain   has consistently been the most clothing fashion driven country in Europe;   this dataset is surprising. Is this an AMBE scope change?
 

   🚵 Sport Still Dominates: 90% of market value. — MTB: 486,767 units   (+38.3%) & 50.8% of value. Dominant and rebounding. Road: 169,547   (−8.4%); highest unit ASP €2185 & 29% of value. Gravel: 73,674 (+13.4%)   ~doubled in 2 years from ~40k in 23. These dliver ~90% of total bike value.   Spain is structurally a sport market.
 

   ⚡ E-Bikes: +20.5% to 234,880 units, but -17.6% asp = few subsidies or   leasing. (Only) ~20% of bikes sold are now electric. After −19.3% val in 24,   this eBike rebound is sharp, possibly less enthusiast driven even though eMTB   drove 40% of units (93k). E-bike ASP: €2,100 is below DE (€2,950), NL   (€2,872) and BE (€3,895), probably driven by Spain's absent government   support and leasing infrastructure.
 

   🏙️ City: 99,017 units (−26.7%), but likely flat in value (~€79M )   due to exploding ASP. The most political number in the report: at -36k units   YoY. And yet: ASP exploded from €305 in ‘22 to €799 in 25 (+162%, 3 years).   This balances out against less enthusiast share. 55% of city bikes are   eBikes, approaching EU’s most mature urban markets. Consumers who do buy, buy   quality. But policy trails no subsidy   means no broad uptake.
 

   💶 ASP: €704 (2017, PV @25 = €873) → €1,282 (25) = +47% (wow)
   25’s +6.8% above inflation shows it accelerating. City ASP hit €799 (driven   by 55% e-bike mix) the clearest proof that electrification is happening in   urban Spain, constrained by price and policy. E-bike ASP nationwide:   €2,100.
 

   👶 Kids: 264,5k (−26.7%). Down from 361k in 24. Still the future of   the market.
 

   🏭 Manufacturing held better than most EU peers. 285k bikes produced   · €230M.
 

   🔭 2026? Spain will start a gentle climb, i expect. AMBE, Spanish Bicycle   Industry Association has been asking for policy modernisation for years, but   Madrid drags its heels. The ‘25 sustainable mobility law will trickle into   street design but not bring a tidal wave. Sport is healthy: Gravel up, MTB   rebounded Road still a value stalwart.     

Spain’s bicycle market shrank by -6.5% in value and -12.8% in volume in   2024. But beneath the surface, this isn’t a collapse—it’s a recalibration. To   understand it, we need two views:
 

   AMBE, Spain’s Bicycle Industry Association, gives a supply-side lens:   production, invoicing, and structural data from its member brands—excluding   large players like TNT, MEGAMO, and Carrefour.
 

   Cetelem, a consumer finance and retail data specialist, provides the   demand-side view: consumer surveys, sell-out volumes, credit patterns, and   shopping intent.
 

   Individually, they offer partial truths. Together, they tell a fuller story   of what changed, why it changed, and where the momentum lies.
 

   📉 Headline Numbers: A Post-COVID Reset
   Market value: €2.315B (↓ -6.5% YoY), still +24% above 2019 (€1.87B)
 

   Units sold: 1,101,057 bikes (↓ -12.8% YoY), now slightly below 2019
 

   ASP: €1,167 (↑ +4.6%), showing resilience and a committed consumer base
 

   P&A (parts & accessories): €1.03B (↓ -5.3%), still +42.6% vs   2019
 

   Bike manufacturing by AMBE members: 304k units (↑ +3% YoY)
 

   Invoicing from production: €240M (↓ -2% YoY), but +92% vs 2019
 

   COVID may have pulled forward several years of demand, especially among   entry-level and casual buyers. 2024 marks a step down from the highs of 2021   (€2.9B), but a 5-year compound growth of +5.4% still signals overall market   health.
 

   🚲 Segment Shifts: What Spain Is Buying (And Not)
   Spain’s 2024 sales mix reveals a dramatic reshaping:
 

   🚵 MTB: 352k units (↓ -23.8%) — a major collapse from 500k in 2023   and -26% below 2019. Once dominant, now shrinking.
 

   👧 Kids bikes: 361k units — now 33% of all bike sales, their highest   share ever.
 

   🚴 Road bikes: 185k units (↑ +85%) — a stunning jump from ~100k in   2023. Road now holds 16.8% of total units, up from just 5.7% in 2019.
 

   🏙️ Urban bikes: 135k units (↓ -35%) — volume down, but ASPs rising   thanks to more cargo and e-bike adoption.
 

   🛞 Gravel: 65k units (↑ +2.4%) — niche but steadily growing.
 

   ⚡ E-bikes: 195k units (↓ -19.3%), falling to 18% of unit sales, despite representing   45.2% of market value. ASP: €2,550. They still outsold electric cars.
 

   🚲 Cargobikes: ~3,000 units (↑ +15%) — small volumes, but gaining   ground in urban areas.
 

   🧢 Softgoods also declined, though still far above 2019:
 

   Clothing: €312.6M (↓ -7.8%), still +250% over 2019
 

   Shoes: €56M (↓ -8.8%), flat vs 2019
 

   Helmets: €96.3M (↓ -7.4%), still +4.7% vs 2019
 

   Spain remains the world’s #1 cycling textiles consumer, but 2024 may mark a   new post-pandemic baseline.
 

   🔍 What Cetelem Adds: The Why Behind the What
   Where AMBE gives us volume and structure, Cetelem explains the behaviour   behind it. Here’s what their research reveals:
 

   Fitness & Sustainability Drive Demand
   Road and gravel appeal to health-conscious riders. Cargo, utility, and   urban e-bikes connect with sustainability goals. People aren’t just riding   for fun—they’re riding for purpose.
 

   The Volume Drop Is a Market Rebalancing
   COVID condensed years of casual, first-time purchases. Many of those riders   are now out of the cycle (no pun intended). What’s left? A stronger, more   serious core. This explains the drop in MTBs and the rise in ASPs.
   📌 Retail takeaway: 2025 will be a consolidation year. Focus on   service, not volume.
 

   Urban E-Bike Demand Is There—but Blocked
   Interest is strong, but conversion is low. Why? Lack of infrastructure,   weak political support, and price barriers. With €5M in new subsidies, €20M   for bikeshare, and €159M for parking and infrastructure, the foundation is   being laid.
   📌 Expect a slow, policy-driven unlock in 2025.
 

   Women & Young Riders Want In—but Face Barriers
   These groups show high intent for e-bikes and hybrids—but pricing, product   design, and shop culture lag behind.
   📌 Shops that focus on accessibility, messaging, and staff training   will future-proof their pipeline.
 

   Financing & Motor Systems Are Emerging as Deal-Makers
   Spanish consumers increasingly choose bikes based on value, usability, and   motor performance, not just brand. Financing is no longer optional—it’s a   sales tool.
   📌 Does the motor define the brand experience, like in Northern   Europe? That’s a storytelling and training opportunity.
 

   🏛️ Policy Moves Slowly—But It’s Moving
   AMBE’s advocacy and the EU Cycling Declaration are finally bearing   fruit:
 

   €5M in consumer purchase subsidies (2025)
 

   €20M for public bikeshare systems
 

   €159M in station parking and infrastructure
 

   It’s late, but it’s a start—and vital to unlock latent demand, especially   in urban and e-mobility segments.
 

   🧭 Final Thoughts: A Market Reset, Not a Meltdown
   Spain’s cycling market is smaller than in 2021 and units are well below   2014 levels—but it’s no longer trying to be everything to everyone. The   volume crash in MTBs and the unexpected surge in road bikes show a market   evolving into purpose-driven segments.
 

   Yes, it’s down—but also diversifying, maturing, and self-correcting. And   with policy changes, consumer intent, and a rebounding manufacturing base,   Spain’s next cycling wave might not be the biggest—but it could be the   smartest yet.    

Spain's market saw an -8.8%   contraction 📉 to € 2.47B in   2023, ('22 saw -6% after the '21 peak of 2.9B) and is still driven by MTB.   Very notable is the apparent development of a two speed economy: domestic   retail vs maufacturing.
 

   🚲 1.2M bikes were sold, -10.1%, the 2nd year of reduction ('22   =1.35, '21 = 1.57) but still above 2019 at 1.1M. Bikes generated 55% of all   invoicing. As elsewhere, the great correction was an upwards one vs 4 years   ago. Even if Spain's is gently higher in units than '19 it is still €32% up   *despite* current discounting: A silver lining 🌩
 

   📊 MTB was 23% of value, still the historic leader with 500k units   and 41% of units. Road just 17%, Gravel a small 4.9%. City fell -2.3% to 206k   units, 17% of the market in units (with a low ASP compared to mobility   markets). Children's bikes accounted for just just 3.9% of the market, so are   still very slow.
 

   ⚡️ eBikes hit 45.2% of all bike sales values; a highlight at +2.3% to 241k   units, despite Spain being on the trailing end of EU demand. As elsewhere,   they are keeping things afloat.
 

   💶 Bike ASP is +1.6% behind inflation (likley reflecting   discounting) to ~€1100: +7.5% in MTB ~€1000 (the broadest appeal segment),   +4.5% road ~€2550, -10% gravel ~€1450 (has gravel lost its 🦄   status?), -16% urban ~€230 (which was already quite low in '22), -30% kids   ~€100, -13% electric at ~€2500 (bucking the EU trend).
 

   📦 2500 cargobikes were sold and have been made a standalone   category. This is a small market (unsaturated DE sells 200k cargobikes/yr, NL   10K with higher saturation) Spain is missing government support here:   cargobikes are a canary in the mobility coal mine.
 

   👕 🔧 ⛑️ Beyond bikes: P&Awas down -7.7% (rising overall   to 17.7% of total invoicing) , Tools -8.2% (4.2% invoicing), softgoods are   -6.1% (just 3.6% of invoicing). Inside this category, shoes and helmets were   down most at -8.7%.
 

   🏭 Manufactuing was -4% at €245 M. Yes, below ~€255M in 22, but very   healthy as 2019 was only €125M! 23 was the 3rd best year for manufacturing   and export (€268M) ever (you guessed it, 21 and 22 were the top). This is a   robust and newly important, boosted segment.
 

   The AMBE, Spanish Bicycle Industry Association (whose year presentation I   attended in Madrid) is working hard on lobbying and support. They achieved   successes but also saw setbacks. Some cities jumped forward in   infrastructure, but a few cities politicised mobility and removed bike   infrastructure to boost car provision again. As yet, the government has shown   little interest in bike to work purchase schemes, cargobike/family mobility   development, vat reduction, or nationwide subsidies. But the country did   launch its first bike policy in 23; a huge win! AMBE's dogged lobbying   persistency and the europe 🇪🇺 wide plan is sure to boost '24.   
 

   Has the tidal wave passed? It seems like in manufacturing and export, it   likely has. But domestically, it is still a time for conservative purchasing   and reducing stocks.    

2022 AMBE, Spanish Bicycle Industry Association figures are out:   -13% units, -6%€.
Spain's cycling market faced more headwinds than other European countries   this year, with -13.6% units sold (1.36M units) at -6% less value (€2.7B)   invoiced than in 2021. After 7 solid years of YoY growth, this was   experienced by the Spanish industry as a notable setback - but there is good   data too. First of all, these figures are still 45% above 2019: We're seeing   a market reset, sure - but at a whole new level.
 

   Further positive signs were that classic urban sales grew considerably at   +22.5% to (a still somewhat limited) 147k units, and eBike sales followed the   Europe-wide trend of growth at +5.7% to 236k units, delivering 45.7% of the €   in cash registers. eBikes were the most popular electric vehicle in Spain   *again* despite it being the only west European marketplace with no eBike   subsidies (only to cars). Bike ASPs increased (as in the rest of Europe in   2022) with mobility and enthusiast sales driving the market (compared to   entry-level corona buyers) passing the 1k threshold for the first time in   history to €1121.
 

   Soft goods were hit harder, with Clothing at -15.2%, Shoes at -6.8% and   helmets at -16.5%, though this might also tie in with the end of the   entry-level bike sales tsunami that corona bought. Component sales were up   2,9%.
 

   Export grew a phenomenal 76,5% over 2021, while production increased 2,8%.   Of course, some of this will have added to the oceans of stock being managed   on all levels of the supply chain - but this most likely means that some   Spanish manufacturers are not seeing negative figures for 2021 -> 2022. In   fact, Spain was the largest exporter of bikes out of the EU in 2022.
 

   The elephant in the room of why Spain has slumped so much more - and also   more integrally (units and value together) than the rest of Europe in 2022   was raised. For reference: Germany (-2% units) France (-7% units*) Austria   (+3% units), Switzerland (-2% units), and Netherlands (-7% units*).
 

   The answer was that no hard facts are available, but that the main   challenge is (my words) a foot-dragging government; slow and minimally   reactive compared to a lot of Europe's proactive cycling policies. Fact: AMBE   has achieved great recent results on this, but long-term issues persist. Less   infrastructure growth, no purchasing subsidies, and insufficient support of   vehicular & recreational cycling to ensure Spain keeps up with greater   Europe. Spain's non-e urban bike ASP/volume would seem to support the offered   theory, at just €305/147k units (compared to €450 in France, a new mobility   market where the perceived vehicular value is reduced compared to established   multimodal regions). Note: urban eBike sales for vehicular bike mobility is   growing healthily.
 

   *FR market val +5%€, driven by urban + eBike sales in this period. NL   market +0,9%€, also driven by urban + eBikes - making Spain's overall contraction   more marked.    

Velosuisse: 316k deliveries in '25 marks a 5th consecutive year of decline.   Menawhile the market is in a structural shift.
 

   23: -18.3%. 24: -13.6%. 25: -7.4%. The rate of decline has more than   halved. Velosuisse optimisitcally claims "the trough appears to have   been reached". I think that will come in 2026.
 

   📊 Volume down, Value held better. Note: Revenue data via Dynamot   lands mid-year, an unfortnate misalignment! Schneitter: "The sport   segment is higher-priced than everyday bikes, this offset part of the revenue   decline." Fewer units. Higher average transaction. A shift back to   enthousiast driven, backed up by mana datasets. A trend consistent across   most EU markets and throughout CH data.
 

   🚲 Dropbars are resilient solo winners. Gravel is up at +34.3% to   ~22k units E-Gravel +122.8% to 2,1k. Road +8.8% 17.5k. Where did gravel's   volume come from? Not road, which grew alongside it. New demand or displaced   from MTB hardtail -4.9%, FS -16.8%. Muscular MTB squeezed from onse side by   gravel, the other by eMTB?
 

   🏪 25 IBD +2.8%, mass market -23.9% (vs 24 IBD -22.8%, mass market   +7.2%. 2025). A big reversal! Migros/SportX/Bike World 24 liquidation   distorted 24. Re-normalisation, not renaissance
 

   🔧 Workshops also at record utilisation. Service is the new value   centre - globally.
 

   ⚡ eBike share *FELL*. First time on record. 44.5% → 41.3%. Anti-trend   versus DE~+5%, NL~flat, BE also up. City eBike 25km/h -17% (!!), E-MTB SUV   Hardtail -41%, Cargo -12%. The casual buyer has exited. No fiscal mechanism   retains them. Germany's Jobrad and Belgium's leasing drives huge city bike   sales. Switzerland has an anti-lever: company bike private use triggers ~20%   of purchase price in income tax.
 

   🔥 Speed pedelecs: Switzerland's terrain, infrastrucutre and   distances make it a natural S-pedelec market. But the market is post-peak.   +17% in 22/23, -21% in 24, -8.9% in 25. Weak in new and second-hand alike:   Velocorner:"45km/h bikes have not established themselves as a commuter   alternative to the car"
 

   🔄 Second-hand exploded +50%, at ana ASP of CHF 2743 (!!). The   circular economy has arrived in Swiss cycling and is putting pressur eon   mid-range new sales.
 

   🧐 Enthusiast market confirmed. eMTB FS up +5.3% vs downers eSUV   -8.8% eHardtail -41%. BE, DE showed the same split: Premium holding, mass   market retreating. .
 

   📌 Kids' toy bikes +7.8% to 29k units. Consumer discretionary   signal. Nothing more.
 

   As usual - The whats are in the data. The whys & what-nows are for my   clients. 📩 Drop me a line if you'd like input on '26 strategy!
 

   Data: Velosuisse 2025 (sell-in) | SFVE | TCS velocorner.ch | ZIV (DE) |   TRAXIO (BE). Note: Velosuisse does not disclose what % of the CH market it   represents.
 

   hashtag#SwissBikes hashtag#Velosuisse hashtag#EBike hashtag#BikeIndustry   hashtag#CyclingMarket hashtag#Gravelbike hashtag#SpeedPedelec   hashtag#MobilityPolicy hashtag#MarketData hashtag#Velo hashtag#IBD
 

   https://lnkd.in/eucbEJxY    

341,142 units   delivered to trade. Down 13.6% on 2023, which itself fell 18.3%. Two   consecutive years, roughly a third of peak volume gone.
   📊 The two-dataset reality.
   Velosuisse measures sell-in — supplier deliveries to trade. Dynamot   measures sell-through — what actually left shops. 2024: Velosuisse -13.6%.   Dynamot +7.1% to ~453,000 units sold. Both correct. The gap is inventory   liquidation: dealers cleared existing stock at discount rather than ordering   new. Total market revenue: CHF 1.81 billion, -6.1% YoY. Lowest since 2018,   but sixth-highest in sector history. Note: Velosuisse does not disclose what   share of the total Swiss market its membership covers.
   🚲 Segment data.
   Total sport segment: 139,986 units, -15.1%. Total city segment: 49,384   units, -14.5%. Total eBike: 151,772 units, -12.0%. eBike share: 44.5% vs   43.7% in 2023.
   Winners: E-Gravel +285.8% to 971 units. E-Road 25km/h +26.7% to 1,773.   E-Cargo 25km/h +23.7% to 4,638. Gravel mechanical -16.1% to 16,164 but +170%   vs 2019.
   Losers: MTB full suspension -34.6% to 17,898. Sports/cross -59.5% to 3,216.   E-MTB SUV Hardtail 45km/h -49.7% to 5,071. E-MTB 45km/h sport -92.1% to 39   units.
   Speed pedelecs total: 20,936, -21.2%. eBike 25km/h total: 130,836,   -10.3%.
   Kids' toy bikes 10-18": 27,112 units, -3.3% YoY. Peak was 42,530 in   2021.
   Road bikes: 16,100 units, -9.2%. Above 2019 level of 14,665.
   Cargo eBike 25km/h: 4,638 units. Fourth consecutive year of growth vs 2019   base of 1,485.
 

   🏪 Channel split.
   Specialist trade (IBD): 211,678 deliveries, -22.8%. Mass market: 129,464,   +7.2%. IBD share of total deliveries fell to 62% from 69.4% in 2023. Third   consecutive year of IBD decline.
   ⚡ vs 2019 baseline.
   Total market -6.2% vs 2019. Mechanical bikes -17.8%. eBikes +14.1%. eBike   share: 36.6% in 2019 vs 44.5% in 2024.
   🔄 Second-hand.
   TCS velocorner.ch reported record used bike sales in 2024. Demand   particularly strong in eMTB and city eBike segments. S-pedelec second-hand   demand explicitly weak.
   🔧 Workshop.
   Dynamot confirmed workshop revenue reached an all-time record in 2024. No   specific figure published.
    

395,036 units delivered to trade, down a concerning 18.3% on 2022, but   comfortably above 2019 pre-COVID levels of 363,497.
 

   📊 Context.
   2022 saw COVID backlog deliveries arrive en masse — 483,562 units into a   market that had already cooled. Consumer sentiment deteriorated sharply on   inflation and rate rises. Spring 2023 was consistently rainy. Dealers could   not clear the flood of late-arriving stock. Velosuisse calls it the start of   a consolidation phase.
 

   🚲 Segment data.
   Total sport: 164,801 units, -5.8%. Total city: 57,749 units, -35.8%. Total   eBike: 172,487 units, -21.1%. eBike share: 43.7% vs 45.2% in 2022.
   City bike mechanical: 47,581 units, -39.5% — sharpest category fall, and   now -15% below the 2019 pre-COVID baseline of 55,952. Not just a correction   from 2022's inflated high. A structural retreat.
   Mechanical bikes overall have declined in four of the five years since   2019. The COVID spike was the anomaly.
   Sport eBike: 51,894, -20.2%. Everyday eBike: 120,592, -21.5%.
   Winner: eBike 45km/h — 26,559 units, +16.6%. Fourth consecutive year of   growth since 2019's 18,164. The only eBike sub-category to grow in 2023.   Velosuisse describes use as primarily commuters replacing car journeys.
   eBike 25km/h: 145,928, -25.5%.
 Kids' toy bikes: 28,024 units. Third   consecutive year of decline from peak of 42,530 in 2021. Down -34% in two   years.
   Road bikes: 17,734 units, -21.6% vs 2022's high. Still above 2019's   14,665.
   Gravel mechanical: 19,274 units. Down from 2022 peak of 21,112 but 221%   above 2019's 5,992. Structural growth intact despite correction.
   Cargo eBike 25km/h: 3,748 units, +2.6%. Third consecutive year of growth vs   2019 base of 1,485.
   E-Gravel: 252 units, -44% — not yet an established category.
   First year helmets tracked: 93,000. Bike trailers: 10,000.
 

   🏪 Channel split.
   IBD: held 64% unit share at 274,255   deliveries, -22.9%. Mass market: 120,781, -5.4%. IBD bore the majority of the   correction — coming off its best-ever year of 355,915 in 2022. The   dissolution of Migros-owned SportX in 2024 flooded the market with clearance   stock, distorting mass market share figures.
 

   🔧 Workshop.
   Revenue slightly exceeded prior year. Variable by store and brand — no   uniform picture reported.
 

   📌 Industry events.
   Flyer AG (Huttwil) cut approximately 80 employees in autumn 2023 — around a   quarter of its workforce. Management cited difficult market conditions across   the industry. Production remains in Switzerland. VanMoof (NL) filed for   insolvency July 2023, affecting Swiss dealers carrying the brand on parts and   warranty.
 

   Data: Velosuisse 2023 (sell-in) | SFVE. Note: Velosuisse does not disclose   what share of the total Swiss market its membership covers.    

Velosuisse annual delivery data, published March 2023. 483,562 units delivered to trade. Down 2.1% on 2021's 493,826. Second consecutive marginal decline from the 2020 record of 501,828. The COVID boom is over in volume terms. E-bikes are not.

    📊 Context.
   2020 and 2021 were supply-constrained — demand outstripped availability.   2022 was the year backorders finally cleared, arriving en masse in the second half. Total e-bike deliveries: 218,730 — a new record, up 16.8% on 2021. But they arrived into a market where consumer sentiment had already cooled sharply on war, inflation and rising interest rates. Lager sind wieder voll.   The warehouses are full again.

   🚲 Segment data.
   Total sport: 174,920 units, -16.6%. Total city: 89,912 units, -7.2%. Total   eBike: 218,730 units, +16.8%. eBike share: 45.2% — up from 37.9% in 2021. For the first time, nearly every second bike delivered is an eBike.
   Mechanical bikes: 264,832 units, -13.6%. Third consecutive year of classic bike decline when stripping out the COVID anomaly. City bike mechanical: 78,708 units, +5.1% — still elevated vs pre-COVID.
   Junior/Freestyle: 36,286 units, -30.3% — sharp single-year correction from   2021's elevated 52,044.
   eBike city 25km/h: ~104,000 units — dominant category. E-MTB SUV introduced as new category for first time. Gravel mechanical: 21,112 units, +121% vs   2021's 9,546 — explosive growth from a small base.
   eBike 45km/h: 22,782 units, +0.6% — stagnation after strong prior growth.

   🏪 Channel split.
   IBD: 355,915 deliveries, +3.1%. Best-ever IBD year. Mass market: 127,646,   -14.1%. IBD share: 73.6% — highest on record. Backlog clearance flowed   primarily through specialist trade.
   🔧 Workshop.
   Not specifically reported. Price corrections noted in top segment — raw material and transport costs normalising post-COVID.
   📌 Kids' toy bikes: 33,840 units. Down from peak of 42,530 in 2021.   Second consecutive year of decline.
   📌 Road bikes: 22,622 units, +5.4% — above 2019's 14,665 and 2021's   21,458. Strong two-year run.
   📌 Gravel mechanical: 21,112 — more than doubled vs 2021. Category establishing itself.
   📌 Cargo eBike 25km/h: 3,652 units. Third consecutive year of growth vs 2019 base of 1,485.
   📌 E-MTB SUV: newly tracked category. 26,451 units in first year of recording.
   Data: Velosuisse 2022 (sell-in) | SFVE. Note: Velosuisse does not disclose what share of the total Swiss market its membership covers.