NBDA Bicycle Buying 2021 Consumer Research Study Identifies a New DTC Channel of Trade

Irvine, CA (March 1, 2022) – Heather Mason, President of the National Bicycle Dealers Association (NBDA), announced today that the Bicycle Buying 2021 Consumer Research Study has identified a new style of bike aggressively marketed and sold by DTC trade and coming soon to a retailer near you: the 20-inch urban ebike.

“In reviewing the data, and in corresponding with retailers and other dealers and their employees, it become clear that (1) during the last two years the Direct To Consumer (DTC) channel of trade has moved to an early stage of maturity, (2) the top tier DTC bicycle brands are primarily electric / electric assist, and (3) the top tier DTC ebike brands have established several new segments of ebike product, including the so-called ‘electric-BMX’, which we are referring to as the 20-inch urban ebike,” Mason said.

The NBDA Consumer Research Study was the first to identify and call out the emergence and growth over the last two years of the new DTC channel of trade for bicycles and ebikes and provide detailed data about the American adults who identify with this new DTC retail channel and the innovative functionality of the new electric assist and throttled ebikes – and the future intention to purchase!

Jay Townley, Resident Futurist at Human Powered Solutions added, “The NBDA Consumer Research Study provides current data on the emerging ebike business and category in the American market and identifies consumer preferences and future purchasing intentions. This research will be used to guide an expanded chapter on the Rise of Electric Bicycles in the upcoming NBDA U.S. Bicycle Market Overview 2021 Report”.

The Bicycle Buying 2021 Consumer Research Study is available in both supplier and retailer versions. The supplier version consists of 150 PowerPoint slides with analysis prepared by Keith Storey and his team at Sports Marketing Surveys. The complete Supplier Report is available on the NBDA website for $5,000 ($4,500 for NBDA Associate Members). The NBDA Bicycle Retailer Member Report cost is $399, and highlights not only the data, but also strategic and tactical suggestions for retailers to use in their planning.

“The mainstream brands are focused on “traditional” ebike designs based on bicycles. The DTC brands have reached out beyond traditional bicycle trade-dress to create designs based on a variety of innovative adaptations of motor scooter and motorcycle products from around the world. We are seeing adventure, urban, lifestyle, active, and street product. It’s something retailers and the industry at large needs to take note of,” stated Mason.

On March 30th, the NBDA will host a webinar, open to all in the industry, to further review the important information contained in the supplier report and showcase and highlight key data slides within – the webinar will feature Keith Storey, President of Sports Marketing Surveys and principal researcher and author of the research study.

The NBDA has relationships with associate members who already offer bicycles in the mentioned 20-inch urban ebike category on both DTC and retailer trade channels. These are well-known emerging brands SWFT and Juiced Bikes.

For those looking for more information on the report and data findings, we suggest reviewing the 4-part webinar series the NBDA hosted earlier this year covering findings from the report. The recordings are available on the NBDA YouTube channel.

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The National Bicycle Dealers Association (NBDA) is the bicycle industry retailer association formed in 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities.

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Sports Marketing Surveys (SMS) is an agile research agency with global reach and 35 years’ experience. Our full range of quantitative and qualitative approaches provides comprehensive analysis in more than one hundred sports. The resulting insight and strategic recommendations support some of the biggest brands, retailers, events, venues, federations, and governing bodies around the globe to grow their business and get closer to the people who matter.

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The Human Powered Solutions Consultancy possesses a unique skill set that includes pedal only, electric assist, electric component, connectivity and communication product and system design, manufacturing, and management. In addition, they have extensive industry and consumer research experience and data and insights on retail dealers.