Cycle finance demand accelerates as V12 data shows nearly 18 per cent Q2 growth
Posted on in Business News , Cycles News
Cycle finance values rose by almost 18% year on year in Q2 2026, according to new data from V12 Retail Finance, suggesting consumers continue to make higher-value cycling purchases despite wider economic uncertainty.
The figures form part of V12's half-year results, which showed total finance values across its platform increased by more than 5% between January and June compared with the first half of 2025.
While the wider data points to consumers being more selective with their spending, the growth in cycles indicates that demand for bikes and related purchases remains resilient, with finance helping customers manage the cost of higher-value purchases.
Customers are still investing in cycling
V12's data suggests consumers are not simply stopping spending in response to cost-of-living pressures, but are instead directing their money towards purchases they consider worthwhile investments.
For cycling customers, this can include bikes and equipment that support commuting, leisure, health and wellbeing, with the almost 18% year-on-year increase in Q2 cycle finance values indicating that customers remain willing to commit to higher-value purchases.
The growth also follows a wider pattern identified by V12, with consumers continuing to make considered financial commitments in areas they see as important, even as broader consumer sentiment remains under pressure.
Finance supports considered purchases
Andrew Phillips, Managing Director of V12 Retail Finance, said the first half of 2026 showed “quiet strength” across the platform, with consumers continuing to make considered financial commitments in sectors that matter to them.
“Consumers are being selective, but they are not withdrawing from significant purchases,” he said, adding that where there is a clear reason to invest, “finance continues to be the route they choose”.
The company recorded a record month in May, followed by another record month in June, while a new single-day approval value record was set in April.
The results suggest that, while customers may be taking longer to make purchasing decisions, access to structured finance can help make larger purchases more manageable when they are ready to buy.
Q2 acceleration offers positive signs for retailers
Cycle finance growth accelerated significantly during Q2, providing a positive signal for retailers entering the summer trading period.
The performance also suggests that demand for higher-value cycling purchases remains present, even when customers are more cautious about their overall spending.
For retailers, the figures highlight the potential role of flexible finance in helping customers move forward with purchases that might otherwise require a longer period of saving or consideration.
Three things cycle retailers should know
- Cycle finance is growing: Finance values for cycles were almost 18% higher in Q2 2026 than during the same period in 2025, with growth accelerating through the second quarter.
- Customers remain selective, rather than stopping spending: V12's wider data suggests consumers are continuing to make larger purchases where they see a clear benefit or lasting value, with cycling among the categories showing growth.
- Flexible finance can support higher-value purchases: As customers continue to consider the cost of larger purchases carefully, finance provides a way to spread payments and can help support conversion at the point of sale.
The data comes as V12 reported that total finance values across its platform exceeded the equivalent month in both 2025 and 2024 in every month of 2026 to date, with cycles among the categories contributing to the broader picture of resilient demand.
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