During the pandemic, there was a global boom in cycle sales. Since 2021, however, sales have collapsed. The Bicycle Association (BA) now says annual cycle sales in the U.K. dipped to 1.45 million units in 2024, a 2% fall from 2023’s already depressed sales.
For over 20 years, cycle sales in the U.K. have averaged about 3 million units a year. The last time cycle sales were as low as last year was in the early 1970s.
The BA’s Annual Market Data Report published today reveals that non-electric bike volumes fell by 4% in 2024.
“More positively,” says a statement from the membership organization, “the rate of annual decline began to ease in 2024 compared with previous years, and market performance flattened during the second half after a tough first half.”
E-bike sales fell to 146,000 a drop of 5%. Sales of childrens’ cycles also fell and are now around a third less than pre-Covid levels.
Enthusiast sales performed well with higher-priced road and mountain bikes showing year-on-year volume growth, says the report.
“This report is a challenging read, admits the BA’s data director Simon Irons. “The post-Covid overstocking and associated heavy discounting levels in the market persist and our industry still has a real challenge to restore margins and increase value.”
He added: “The continued decline in kids’ cycling participation and kids’ bike sales is particularly concerning, given these are our cyclists of the future.”
The BA’s Market Data Annual Report draws on several data sources, including its Market Data Service, which collects data from about 70% by volume of cycling retailers and qualitative input from industry leaders within BA membership.