Beyond the discount: Restoring integrity to the cycle supply chain
Posted on in Business News , Cycles News
The Association of Cycle Traders believes the time has come for greater accountability throughout our supply chain, writes ACT Director Jonathan Harrison in an article published for BikeBiz.
This article was published for BikeBiz magazine's June 2025 issue.
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 longterm 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.