The cycling sector is in crisis. After a post-pandemic boom, the market is now choked by overproduction and rising costs, with demand in sharp decline.
00:00 Intro
01:15 Rocky Mountain faces bankruptcy
02:25 KTM inusial measures for restructuring
03:44 Flyer closes plant in Switzerland
04:04 Simplon finds backing from SOL Capital
04:46 Santa Cruz and Cervélo close factory in Germany
05:29 Heavy losses for Giant and Merida
06:08 Pole Bicycle is bankrupt
06:45 Hibike is Bankrupt
07:36 Decathlon expands the network
08:29 Final considerations
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The cycling sector is in crisis. After the post-pandemic boom, the market is now choked by overproduction and rising costs, with demand in sharp decline. Warehouses are full, companies are struggling to survive and bankruptcies are becoming more frequent. Rocky Mountain, a historic Canadian brand, is undergoing restructuring, using the Canadian CCAA to try to survive. Its ability to overcome this critical phase will be crucial for its future and for the cycling industry. Hibike, a well-known German online retailer, also filed for bankruptcy, highlighting the difficulties retailers face in coping with falling demand and rising costs. Pole Bicycles, a Finnish mountain bike brand, closed its doors due to its inability to cope with economic and supply challenges. Flyer, a Swiss e-bike company, moved production to Germany to reduce costs, while Simplon is ready to relaunch with the backing of SOL Capital. Despite the separation of its bike and motorbike divisions, KTM has been affected by the crisis, with parent company Pierer Mobility taking drastic measures to solve its financial problems, such as giving away Husqvarna electric bikes to its employees. Other brands such as Santa Cruz and Cervélo are closing factories to optimise costs, while Giant and Merida, two Taiwanese giants, are suffering heavy losses due to falling demand. Decathlon, on the other hand, is defying the trend and continues to expand its network of shops in Europe, with a focus on the sale of bicycles and outdoor equipment. The outlook for 2025 remains uncertain, with the crisis possibly leading to the disappearance of some historical brands and the emergence of new players on the market. The future of the sector is still to be written.
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