How bike dealers can turn a profit beyond the product

At CIN Live 2026 there was a real sense that change is in the air. Among the bike retailers I talked to, there’s a renewed energy and a fresh understanding that, for businesses to turn a profit, they need to be walking into supplier conversations with more data than ever before, and making sure customers can find them online once that inventory lands. 

It was a pleasure to be joined on stage by other industry experts to talk a little about the role software and services play in helping bike dealers maximize profits. If you couldn’t be there, here’s a summary of the advice I shared in the room.

Build a clear view of your business before you build your buying plan 

It’s been said before, but it bears repeating: garbage in equals garbage out. Like Jay Townley said on our Better Connected webinar recently, everything comes back to the data. When you have numbers you can trust, you have the foundational building blocks of next season’s buying plan.

No one set of figures works in isolation. A plan that stands up to the pressures of a tough retail market draws on the combined insights of what sold, at what margin, with your own understanding of the products and your customers layered on top.

Being able to trust the numbers means eliminating drift in the way the data is captured. Everyone who works across your store and service center needs to be entering products, recording inventory and making adjustments in the same way. This is where the system you use matters. Does it help you standardize the process? Can you easily record and access the details you need to populate reports that actually help you make better decisions?

Retailers tell me suppliers are pushing harder for preseason orders and larger upfront commitments. The conversation changes when independent bike shop owners walk in with the level of detail described above. They commit with less risk, negotiate better terms and leave the supplier confident their product will sell through at full price.

Protect margins and get ahead of markdowns 

There’s a lot to be said for making a plan and keeping a close eye on progress as the season plays out. That way, problems get spotted while there’s still time to act. In bike retail this means having a solid idea of how you’ll sell through inventory, before it’s too late and you’re stuck discounting to shift stock before the new lines arrive.

Plan in advance what levers to pull and when. For example, Google Shopping, richer product content that matches what people search for, and web merchandising that works alongside the sales floor as one multichannel push. The right push at the right time can make all the difference when it comes to protecting your margin.

My biggest piece of advice is always to watch your weeks cover: at your current rate of sale, how many weeks will it take to clear a line, and at what margin? A slow mover spotted mid-season can often be fixed with a targeted push or a small price adjustment, whereas the same line spotted at the end of the season usually means a deep markdown. The same figure shows where you’re about to run out, so you can reinvest while demand is there.

Treat your website like your shop window 

When asked about common misconceptions in the industry, I was keen to dispel something I heard recently: online selling dismissed as ‘a race to the bottom’ on price. Ecommerce is not just something for the big chains anymore. For independents, it’s the biggest shop window you have, and it’s on display 24/7.

Online sales are just a part of what your website does. Today’s customers start online, with search, social media and, increasingly, AI tools. If they can’t tell from those results what inventory you have available and where, they’ll be headed somewhere else.

That’s not to say price doesn’t matter, but on a high-end bike it won’t be the deciding factor. Customers want expert advice, confidence the bike is in stock, and a convenient way to pay. That’s where Click & Collect (where customers buy online and pick up in store) wins the sale, especially when it’s present as an option on the product page, rather than tucked away as a delivery option at the checkout.

Retailers regularly tell me about customers bringing in bikes they bought online that they could have bought from them for the same price or better value. When a customer can’t tell it’s available, they often won’t call to ask, and instead move on to the next website their search turns up. That same customer still needs the bike built, fitted and safety checked, and probably pedals and accessories too.

Judging a website on online sales alone misses its real job, which is making you the easiest shop to buy from. Online visibility drives store visits, particularly for high-value purchases where customers want to see the bike and talk it through before they commit.

You need to have the same mindset about your service and repair center too. Customers expect to see what services you offer, and be able to book online, at any hour. Don’t underestimate the proportion of riders that will travel further for a service they can book without picking up the phone. Plus, think of the time your mechanics get back when bookings and updates are handled by the system, freeing them from downing tools to answer the phone.

One thing to do tonight 

I finished the panel conversation by advising listeners to go home and do one simple thing. Look at your shop the way your customer does: search for a bike you stock or a service you offer, and see what comes back.

If the results don’t help a customer choose you, that’s where to start.