The NBDA is proud to announce the first Suppliers of Excellence Award (SEA) program – Registration Opens November 15, 2025
The National Bicycle Dealers Association (NBDA) is proud to announce the launch of its first-ever Suppliers of Excellence Awards (SEA) program, a comprehensive initiative designed to recognize and celebrate bicycle suppliers who demonstrate outstanding partnership and support for specialty bicycle retailers across North America. This year’s program awards suppliers with integrity, openness to adapt, unwavering support for retailer partners, collaborative thinking, and innovative business approaches that strengthen the entire bicycle retail ecosystem.
Welcome to SEA 2026 – Partnership Excellence & Retail Champion Recognition
The SEA program represents a thoughtful, retailer-driven approach to recognizing supplier excellence. Over three intensive months, from December 15, 2025, through February 28, 2026, participating suppliers will engage in a dynamic program that combines practical education, peer-to-peer learning, and collaborative problem-solving, all while receiving direct feedback from the retailers they serve.
Suppliers who complete this rigorous program will earn the distinguished title of NBDA Supplier of Excellence, a recognition that honors business excellence and the integrity, adaptability, and collaborative spirit that define successful bicycle supply partners who truly champion their retailers.
Program begins December 15th – Applications Due by December 15th, 2025
Applications open November 15th – Due by December 15th, 2025
Suppliers who complete the program earn recognition across award tiers based on total points scored:
Award Levels:
- Platinum: 7 points
- Gold: 6 points
- Silver: 5 points
- Bronze: 4 points
Suppliers scoring 3 points or fewer are not eligible for the 2026 SEA Award.
Distinguished Supplier Award:
Only up to 5 suppliers will receive the Distinguished Supplier Award. To qualify, suppliers must post a short video showcasing their retail partnerships on their website, dealer platform, or social media (tagging #SEA2026) and score 6+ points. Winners are selected at the sole discretion of NBDA Executive Director Heather Mason.
All SEA Winners Receive:
- Digital badge and certificate
- Access to anonymized retailer scorecard insights
- Recognition at NBDA Retailer Summit West
- Inclusion in NBDA industry press coverage
- Feature on NBDA website and social media
Who Can Participate & Cost
The program is free to apply and open to all bicycle suppliers across North America, regardless of NBDA membership.
2026 Program Criteria & Scoring
Entry Application [Nov 15 – Dec 15]: Complete the 2026 program entry application. (1 point)
Attendance at 3 Virtual Program Meetings: Engage with peers and NBDA Programs Coordinator Megan Schmidt to discuss operational excellence and partnership strategies. (1 point per meeting, max 3 points)
- Wed 12/17/2025 – 2:00–3:00 PM EST
- Wed 1/14/2026 – 2:00–3:00 PM EST
- Wed 2/11/2026 – 2:00–3:00 PM EST
Retailer Supplier Scorecard Feedback [Feb 1 – Feb 28]: Receive feedback from retail partners via NBDA’s Supplier Scorecard. Feedback is shared anonymously. (Just for supplier insight; no points)
Event Submission [Dec 15 – Feb 28]: Organize 2 events for retailers or with a retailer (training sessions, product launches, co-hosted rides, etc.) and submit a report. (1 point per event, max 2 points)
Success Story with a Retail Partner [Dec 15 – Feb 28]: Publish a case study or story highlighting your impact with a retail partner. (1 point max)
Total Possible Points: 7
SEA is also a learning and development program:
- Supplier Education: Access expert guidance, educational resources, and peer support to improve retail partnerships.
- Comprehensive Business Review: Collect feedback from retail partners and track program success.
- Collaborate & Grow: Engage in interactive sessions with fellow suppliers to uncover practical solutions.
- Marketing & Recognition: Highlight achievements in press, on NBDA platforms, and via social media.
The short entry application takes about 15 minutes and must be completed in one sitting. Applications are due December 15, 2025.
Post-Submission:
You will receive confirmation and instructions for fulfilling the program criteria. Please mark your calendar for the Program Kickoff virtual event on 12/17/2025 at 2:00 PM EST.
Questions? Contact SEA Program Coordinator Megan Schmidt: megan@nbda.com
