We Don’t Need Better Bikes. We Need a Better Bike Industry.

The cycling industry has reached a point where product performance is no longer the primary challenge; instead, systemic issues such as fragmentation, complexity, and disjointed rider experiences are undermining the sport’s growth and accessibility. The 41 Leadership Summit held in Leonberg in April 2026 sought to address these deeper problems by moving beyond traditional conversations about bike innovation to focus on transforming the industry’s structure and mindset. Rather than simply analysing the status quo, the summit aimed to foster concrete actions and align stakeholders around creating a more cohesive, rider-centred ecosystem. Central to this shift was the recognition that the industry’s longstanding assumptions and behaviours no longer reflect how people engage with cycling today. The Brixen Papers, a series of eleven critical reports published prior to the summit, laid bare issues ranging from digitalisation gaps and marketing failures to retail challenges and the lack of meaningful innovation beyond product improvements. These documents emphasised that the next wave of progress must come from unifying the fragmented industry, rethinking growth strategies, and prioritising rider experience over incremental technical gains. One of the most striking revelations highlighted by recent data is the vast discrepancy between the technical capabilities of modern bikes and the actual experiences of riders. Despite significant investment in high-end equipment, many customers leave bike shops without proper setup or education, with over half receiving no personalised bike fitting and nearly as many lacking guidance on technology or maintenance. This “performance gap” means that riders often fail to unlock the full potential of their machines, undermining satisfaction and long-term engagement with the sport. The summit’s discussions signalled a paradigm shift from focusing solely on product innovation to designing systems that nurture riders and the broader cycling community. The emphasis moved from competition to growth, from selling bikes to cultivating meaningful experiences, and from industry-centric thinking to rider-first approaches. While consensus on all issues was not reached, the event generated momentum for change, encouraging stakeholders to challenge outdated practices and collaborate on building a more relevant, accessible, and sustainable future for cycling. Looking ahead, the industry faces the task of translating these insights into tangible improvements in rider support, digital integration, and systemic unity. The call to action is clear: better bikes alone will not drive cycling forward; instead, a more connected, thoughtful, and rider-focused industry is needed to truly unlock the sport’s potential and broaden its appeal. The Leonberg summit and the Brixen Papers mark a critical turning point, signalling a move from diagnosis to action in reshaping cycling’s future.