top of page

The Disconnect: Bike Companies Fall Short in Customer Care

In the fast-paced world of cycling, where adrenaline meets the open road, one might assume that bike companies prioritize their customers' experiences. However, a closer look reveals a disheartening reality – a disconnect between bike manufacturers and the riders who fuel their success.

Firstly, customer service appears to be an afterthought for many bike companies. Riders often report frustrating experiences with delayed responses to inquiries, unhelpful support representatives, and a lack of transparency regarding warranty information. This lack of attentiveness leaves customers feeling stranded when facing issues with one of their most expensive purchases. I am a former professional duathlete, a long time roadie, time trailer, mountain biker, and component tester and tinkerer.

Moreover, the constant push for new models seems to overshadow the needs of existing customers and for some riders they are being innovated right out of the brand. Bike companies frequently release shiny, upgraded versions without addressing the concerns or feedback from riders who invested in previous models. This leaves a trail of discontent, as riders feel neglected and abandoned in the wake of the industry's relentless pursuit of the next big thing that isn't always the next best thing.

Warranty policies, touted as a safety net for consumers, often come with hidden clauses and limitations that favor the company. Customers who expected reliable support find themselves grappling with unexpected costs and bureaucratic hurdles. This not only erodes trust but also sends a clear message that customer satisfaction is secondary to profit margins and those margins are gone.

My belief is it is more important than ever to ensure your current customer base remains in brand and buying the product. This industry is often managed by younger individuals at the shop and district level that seem to leverage their egos more than they leverage good sense and forward thinking. They don't own the business, so they have no buy in to ensure its success outside of the shop numbers. More disconcerting, they try and appear to have extensive knowledge about components, product capability's and component installation, but this is just no longer the case. It is about moving product, whether it meets or exceeds the needs of the rider or not. This leaves those on the fringes of the industry that are the most visible, who worked to ensure success through a variety of avenues with no incentive to continue. What if you woke up one day and $50K a year was missing from your bank account? The bike boom is over and more than ever, every customer matters or shops begin to close for failure to perform, bike companies close, and the e-commerce becomes a little different and less crowded. I have been saying it for years, as I have watched the turnover of the most experienced and those who saw the rider as crucial to the continued success rather than disposable.

I am a former professional and business owner who feeds much business who feels this way. I can only imagine how you must feel? I would love to hear from you in the comments below regarding your experiences before, during, and after COVID.

The rise of disposable culture within the biking industry is another cause for concern. Planned obsolescence, where companies intentionally design products with a limited lifespan, leaves riders with a bitter taste. The environmental impact of discarded bikes and components adds an ethical layer to the issue, highlighting the disregard some companies have for the long-term consequences of their manufacturing practices.

In conclusion, while the thrill of biking captivates enthusiasts worldwide, the relationship between bike companies and their customers appears strained. The focus on innovation and profit often overshadows the need for attentive customer care, leaving riders feeling neglected and disillusioned.

As consumers, it's crucial to demand more from the biking industry, fostering a culture where riders' experiences are valued as much as the speed and style of the next big release.

17 views0 comments

Recent Posts

See All


Rated 0 out of 5 stars.
No ratings yet

Add a rating
bottom of page