54 %: The Uncomfortable Truth about Modern Bikes. And No One’s Talking About It!

More than half of modern bike buyers are reportedly left without proper setup or guidance after purchase, according to recent survey data that reveals 54% of riders receive no meaningful explanation of their bike’s features or suspension settings. Even more strikingly, 70% have never adjusted their rebound settings and 80% have never touched compression damping, indicating a widespread lack of understanding about how to optimise their equipment. This disconnect suggests that the challenges facing the cycling industry extend beyond product innovation to fundamental issues of rider education and support. The industry’s focus on technical advancements, such as damper cartridges and motor tuning, contrasts sharply with the everyday experiences of many riders who struggle to unlock the full potential of their bikes. Despite high price points—often ranging from €5,000 to €10,000—customers frequently find themselves unsupported, with no proper setup or guidance from retailers or manufacturers. This gap between product capability and user experience contributes to many riders disengaging from the sport once the initial excitement fades, raising questions about the sustainability of current business models. At a recent industry summit, discussions highlighted the need for a shift towards building trust and emotional connection with riders, rather than simply pushing technological improvements. Drawing parallels with public administration, the argument was made that the cycling industry must focus on whether the system “works” for its users—meaning that bikes should be accessible, intuitive, and backed by reliable support. The concept of a “Performance Gap” was introduced to describe the disparity between the theoretical performance of a bike and what most riders actually experience, emphasising that most consumers seek a better overall experience rather than more complex features. The article critiques the prevailing “All the Gear, No Idea” culture, suggesting that the problem lies not with riders but with an industry that prioritises selling features over teaching capabilities. It calls for a re-evaluation of responsibilities across brands, distributors, and retailers, who often deflect accountability, leaving customers underserved. Ultimately, the future of cycling may depend less on incremental product improvements and more on creating meaningful, accessible experiences that empower riders to fully engage with their bikes and the sport.