Why can't the bike industry get itself out of trouble?

In 2024, we published a four-part podcast series on how the cycling industry got into trouble. We covered the demand surge that evaporated almost overnight, wreaking havoc across the sector. But in late 2023, the consensus was that the industry was on its way to recovery.

More than two years later, the industry still hasn't fully emerged from the trouble the first series explored; it seems not a month passes without news of a fresh bankruptcy or a major drop in revenue. That is why we've produced a follow-up podcast series that asks a different question: not how the industry got here, but why it can't get out. Over the past several weeks, we have spoken to retailers, distributors, and brand executives across the globe to ask what the industry is like right now.

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