2026 NBDA Retailer Excellence Awards

National Bicycle Dealers Association (NBDA) strengthens specialty bicycle retailers through education, research, community, communication, and advocacy.

The NBDA Retailer Excellence Award (REA) celebrates diversity and excellence in bicycle retail. With a focus on inclusivity, the program brings together retailers, suppliers, industry organizations, advocates, and consumers to recognize outstanding bicycle stores across North America. Recipients are honored not only for their retail excellence, but also for their integrity, inclusiveness, community spirit, and commitment to growing ridership.

Welcome to REA 2026- Strategic Excellence & Entrepreneurial Resilience: A Business Intensive

The 2026 Retailer Excellence Award (REA) Program is a comprehensive 3-month intensive program designed to empower bicycle retailers with the strategic insights and entrepreneurial grit needed to excel in today’s demanding market. This year’s program celebrates the tough, resilient spirit of bicycle retail entrepreneurs while fostering a collaborative learning environment where peers support each other’s growth and success.

Through expert financial guidance, peer-to-peer learning, and collaborative problem-solving, participants will develop essential skills including financial understanding, operational efficiency, strategic planning, and innovative business approaches. The program uniquely combines practical education through the NBDA with dynamic peer support groups where retailers share proven strategies, tackle challenges together, and learn from each other’s real-world experiences.

Retailers who complete this rigorous program will earn the distinguished title of NBDA Retailer of Excellence—a recognition that honors not only business excellence but also the financial savvy and entrepreneurial courage that define successful bicycle retail leaders.

Program begins December 1st – Applications Due by December 15th, 2025
Applications open November 15th- please post this link on Sat. Nov. 15th: Sign up here!

Thank You to our Sponsors

Award Categories:

People’s Choice Award

Awarded to a single retailer from each below category who receives the most positive feedback submissions from community survey:

Single-location business

Multi-location business (having more than 1 retail storefronts)

Shop with adjacent category (cafe, snowsports, etc)

eBike Specialty (sales focus on 80% e-specific bikes)

Mobile Retailer (sole operation is executed via a van or other mobile unit)

NBDA Retailer Excellence Award

Awarded to those retailers who score 5 points or above on their application, separated into tiers as follows:

Award Levels

Platinum: 9 points
Gold: 7-8 points
Silver: 5-6 points
Bronze: 3-4 points

Retailers scoring fewer than 3 points will not be eligible for the 2026 REA Award.

Distinguished Retailer Award Box

Only given to up to 5 people per year

Criteria:

Must have a secret shopper visit your store

Must score 8+ points

Must post on your socials or website a video that showcases the unique qualities of your store, tagging #REA2026

The winners of this award are at the sole discretion of the NBDA Executive Director

Winners Receive:

Free Award Trophy

Invitation to be a guest on Bicycle Retail Radio

Recipients highlighted in Award Winner Announcement

More than an Awards Program:

Retailer Education- dedicated NBDA staff and program materials centered around using KPI’s and understanding financials to improve profitability.
Encourage a comprehensive business review: gather employee feedback, consider a secret shopper evaluation, and solicit community input to uncover opportunities for improvement
Collaborate and grow: engage in online sessions with fellow retailers and industry specialists to uncover opportunities and practical solutions
Interactive marketing materials to engage your community to nominate your store for People’s Choice Award
Industry recognition of your commitment to Retailer Excellence
Multimedia resources provided to winners to broadcast your achievements to your community

“Everyone should take advantage of using a secret shopper. Having an unbiased person come in and evaluate your shop is priceless. The results from my secret shopper showed me that we weren’t suggesting add-on items for even simple purchases such as tubes. Why weren’t we selling tire levers, patch kits, and air supplies when someone came in and bought a tube? This has been corrected.”

John RobinsonJohnny Velo Bikes

Who can participate?

All specialty bicycle retailers across North America
NBDA membership NOT required
Suppliers/Vendors/Industry Organizations – Participate by encouraging retailers to apply or by becoming a Sponsor
Sales Reps – Participate by encouraging retailers to apply
Employees- Participate by providing feedback on your shop
Consumers – Vote for your favorite shop for People’s Choice

Why participate?

Conduct a deep, structured review of your business practices that you can continue using long-term
Learn actionable insights and best practices from fellow retailers
Gain valuable feedback and perspectives from your staff
Showcase your personal commitment to excellence and help strengthen the industry
Demonstrate to staff, suppliers, and customers your dedication to continuous improvement
Support the growth and success of the bicycle industry

Do I need to pay to participate?

NO – the application is absolutely free.
Optional fees include: Secret Shopper visit, upgrade to REA award plaque, travel to Winners Announcement at the NBDA Retailer Summit West.

What Do I Get?

People’s Choice Award Recipients Receive

Free Award Plaque
Invitation to be a guest on Bicycle Retail Radio
Recipients highlighted in Award Winner Announcement

Retailer Excellence Award Recipients Receive

Recognition as an Excellent Retailer
Retailer Excellence Award Certificate
- Plaque available for a nominal fee
Letter template to alert your local news outlets of your Award
Marketing collateral to showcase your award to your community
An invitation to the Virtual Winner Recognition Event
Media mentions and listing on NBDA website

Distinguished Retailer Award Recipients Receive

Free Award Trophy
Invitation to be a guest on Bicycle Retail Radio
Recipients highlighted in Award Winner Announcement

What does the application process look like?

The short entry application will just take 15 minutes to complete. By completing this survey, you will be entered into the 2026 program and provided additional information needed to fulfill 2026 program application criteria.

Just remember, you only have until December 15th to enter the 2026 program. You must apply by December 15th, 2025. No retailers can take part in the program without the entry application completed during this time.

Click to Sign Up Now!

You can expect components that include the following topics:

General retailer information
KPI tracking
Peer-to-peer learning through four virtual program meetings
Employee feedback
People’s Choice Award feedback
Community involvement through 1–2 organized events
Local recognition through press and media coverage

How are the winners chosen?

Each portion within the program will achieve a certain number of points based on content. The application point total will be compared against the total points available for your final application score. Full details can be found within the application.
The applications are judged anonymously (shop names are replaced with numbers until final scores are given) by NBDA Staff.
Opportunity is provided for all retailers to meet with the NBDA team for a post-program feedback session regarding application score.

2026 Important Dates:

Entry Application Period: November 14- December 15, 2025
REA 2026 Program Period: December 1, 2025- February 28, 2026
People’s Choice Voting: February 1- February 28, 2026
Judging: March 1- March 13, 2026
Announcement REA 2026 Winners: March 17, 2025 (NBDA Retailer Summit West)
Digital Resources Emailed to Winners: March 20, 2026
Virtual Winner Recognition Event: April 1, 2026
Winner Certificate and letter mailed by: April 30, 2026