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 unites retailers, suppliers, industry organizations, advocates, and consumers in identifying and highlighting exceptional bicycle stores across North America. Recipients will be acknowledged and awarded not only for their excellence in retail but their integrity, inclusiveness, spirit, and commitment to grow ridership.

Welcome to REA 2025- A Masterclass for your Business!

The program is running, and winners will be announced on March 25th at the NBDA Retailer Summit West in Las Vegas.

The 2025 Retailer Excellence Award (REA) Program—is an intensive 3-month masterclass dedicated to helping bicycle retailers achieve operational excellence! This year’s program brings together peer learning, KPI tracking, community engagement, and staff feedback, setting the stage for retailers to thrive in today’s challenging landscape. Highlights for participants include education and guidance through the NBDA, peer groups and program sessions.

Retailers completing the program will earn the prestigious title of NBDA Retailer of Excellence, a recognition that showcases commitment to business acumen, customer engagement, and community impact.

Thank You to our Sponsors

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Award Categories:

People’s Choice Award

Awarded to a single retailer from each below category who receives the most votes.

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)

Single-location business

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

NBDA Retailer Excellence Award

Awarded to those retailers who score 6 points or above on their application, separated into tiers as follows:

Platinum: 12- 13 points

Gold: 10-11 points

Silver: 8-9 points

Bronze: 6-7 points

Retailers Scoring less than 6 points will not be eligible for the 2025 REA award.

President’s Award

Only given to up to 5 people per year

Criteria:

Must have a secret shopper visit your store

Must score 13 points on application

Must submit a video that showcases the unique qualities of your store – there will be a place to upload this video in the written application

The winners of this award are at the sole discretion of the NBDA President.

More than an Awards Program:

Retailer Education- dedicated NBDA staff and program materials centered around using KPI’s and understanding financials to improve profitability.
Peer Programing- aimed at helping you deliver excellence in retail and maximize your KPI’s
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
Opportunity to purchase an evaluation from a Secret Shopper complete with a comprehensive report of their experience

“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?

A forced, in-depth analysis of your business practices that you can continue going forward
Gain valuable insights and takeaways from other retailers
Gain valuable insights and takeaways from your staff
Strengthen the industry by showcasing your personal retailer excellence.
Show staff, suppliers, and consumers alike your commitment to and receptiveness of continuous improvement
Because it’s important – show your support for the bicycle industry

Do I need to pay to participate?

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

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 both the In Person and Virtual Winner Recognition Events
Media mentions and listing on NBDA website

President’s Choice 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?

Please note this intake of the program is currently running and winners will be announced on March 25th at the NBDA Retailer Summit West in Las Vegas.

You can expect components that include the following topics:

General Retailer Information
KPI Data Tracking and Analysis
Peer to Peer learning at 4 Virtual Program Meetings
Employee Feedback
People’s Choice Feedback
Community Involvement via organized events
Retailer Recognition via press inclusions

KPI Data [DEC 15 – MARCH 15]: All participants will be provided a template for tracking 5 key performance indicators. Participants will be asked to provide historical data, and then work to improve these chosen KPI’s in both January and February 2025. The KPI’s you will track:

Average Transaction Value
Gross Margin
Operating Expense
Payroll %
Service Revenue

2/ Attendance at (4) Virtual Program Meetings – Participants will be asked to attend 4 Virtual Meetings with other REA participants and NBDA President/ P2 Moderator Heather Mason to converse on KPI’s and strategies for improvement. All events will be held via zoom and calendar links will be provided. Mark your calendar for these dates below. (Earn 1 point for each Meeting. Max 4 points.)

> 12/17/2025- 7:00 pm – 8:30 pm EST. REGISTER HERE

> 1/8/2025- 7:00 pm – 8:30 pm EST. REGISTER HERE

> 1/22/2025- 11:00 am – 12:30 pm EST. REGISTER HERE

> 2/5/2025- 7:00 pm – 8:30 pm EST. REGISTER HERE

How are the winners chosen?

Each portion within the program will be allotted 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.