Gogeta becomes first UK cycle-to-work scheme provider to remove retailer fees entirely
Posted on in Business News , Cycles News
ACT partner Gogeta has announced it has cut retailer fees to 0% effective immediately, becoming the first UK cycle-to-work scheme to remove retailer charges entirely.
The move directly addresses how cycle-to-work schemes structure fees, an issue that has long affected the viability of independent cycle retailers and been a consistent concern across the trade.
Gogeta says a significant proportion of its employer sign-ups come via retailer recommendation, highlighting the influence local bike shops have in shaping uptake of cycle-to-work schemes.
Barry Scott, founder of Gogeta and a former independent bike shop owner, said: “Most retailers don't feel like they have a choice of which cycle-to-work schemes customers use. When someone walks in with a voucher from a legacy scheme charging 10–15% commission, turning it away feels like turning away business. So they accept it. And nothing changes. I know because I faced that exact dilemma myself. That's how the status quo has survived for twenty years.
“But the retailers who've driven Gogeta's growth have shown there's another way. 85% of our employer sign ups come off the back of retailer recommendations. The most active shops don't wait for customers to arrive with a voucher — they start the conversation themselves. They point customers toward Gogeta and it works. Our growth is built on those retailers, and we're genuinely grateful for every one of them.”
The removal of retailer fees could significantly improve margins for independent bike shops, while also encouraging greater engagement in promoting cycle-to-work as a sales driver rather than a cost burden.
The ACT has partnered with Gogeta to support retailers in accessing the scheme and increasing sales through fairer, more transparent terms.
Jonathan Harrison
Jonathan Harrison, ACT Director, said: “Removing retailer fees from cycle to work schemes directly addresses one of the longest-standing concerns raised by our members. It represents a meaningful step toward fairer terms for the industry. Any move that improves fairness, transparency and sustainability for independents deserves close attention from the trade.”
Scott added: “Imagine if VAT went from 20% to 0%. Retailers would be shouting from the rooftops that there was never a cheaper time to buy a bike. Cycle-to-work should be like that — and the savings can be more than 40% for customers. With 0% retailer fees, there's no reason retailers can't treat cycle-to-work as one of the best sales tools they have. A shop that actively promotes it drives more sales, higher basket values, repeat business — and keeps full margin. The revenue opportunity has always been there. The only thing holding it back was the fee. We've done our part. Now it's over to the trade.”
ACT have partnered with Gogeta to offer a Cycle-to-Work Scheme that looks after independent retailers. Find out more here.