Name: The market for cycling equipment: helmets, safety, clothing
Brand: Businesscoot
Price: 89 EUR
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Summary

The global cycling equipment market has demonstrated significant growth, fueled by the rising popularity of bicycles, particularly in Latin America and South Asia. This market is projected to expand further, with a CAGR of 6.9% expected between 2023 and 2033, building from an estimated value of $16.2 billion in 2022. In France, the cycling market experienced a boost during the COVID-19 crisis, growing by 15% from 2020 to 2021, reaching €3.4 billion in value. This surge was partly driven by the electrically-assisted bicycle (EAB) sector's dynamism. Approximately 4% (€136 million in 2021) of the French market expenditure was on cycling equipment, catering to a cycling population including 440,000 club cyclists and 1 million regular sports cyclists. Despite the positive trends, both the French sporting goods and bicycle markets face a trade deficit, emphasizing the market's reliance on imports mainly from Asia and Europe. The French domestic cycling market varies by region, with some cities like Strasbourg and Grenoble showing high commute usage at around 17%, while others, notably Mediterranean cities, lag behind. Safety equipment, particularly helmets, see mixed usage with 70% of the French population supporting mandatory use but only 30% adhering to it regularly. French demand for performance cycling equipment is tied to sport cycling associations, with a particular focus on the youth demographic. Distribution of the cycling equipment varies across France, with sports equipment retailing corresponding to regional demand trends, and specialized retailers holding a significant share of the high-value, technical equipment market. Large multi-sport retailers like Decathlon and Intersport dominate the distribution of entry-level products, while specialized brands like Cyclable and Ekoï cater to the niche, higher-end segment. .**Cycling Gear: A Market in Motion in France** The cycling equipment market in France is intricately linked to the country's burgeoning bicycle sector, buoyed by an uptick in e-bike sales and a reinvigorated passion for pedaling post-pandemic. The refreshed affection towards cycling has translated into an upward trajectory for the cycling equipment segment, with the national bicycle market hitting figures around €3.4 billion, a substantial increase compared to the previous year. Delving deeper, we find that approximately between €120 and €150 million of this is attributed to cycling-specific gear, a sliver of the total pie, pointing to a consumer preference for general sporting goods over niche cycling attire. Globally, the expanse of the cycling and cycling equipment fraternity involves a staggering count of nearly 1,300 million individuals, a testament to the activity's surging popularity. The distribution of cyclists spans four primary personas: the Sports Enthusiast, Sportif, Recreational, and Transport groups, with combined gear needs for the first three categories accounting for nearly half a billion people. Especially noteworthy is the estimation of the global cycling equipment market which stood at a considerable €14-18 billion. In considering the domestic scene, France's cycling equipment market reflects the patterns seen globally. While high sports engagement drives the performance gear segment, recreational uses garner less technical and more economically priced equipment, possibly from Asia. The French market is robust yet dependent on imports, with the industry struggling to maintain trade balances amidst the surging demand for imported cycling solutions. Shifting focus from equipment types to users, the market is diversified across enthusiastic cyclists affiliated with clubs and federations, urban cyclists, and a significant proportion of households that own bicycles for leisure and transportation. The French relationship with cycling is intricate, with differences in urban and rural equipment penetration. Not to mention, the seasonal demand cycles with spikes during the Tour de France and year-end holidays shape the market rhythm, compelling companies to attune their strategies accordingly. Examining distribution networks casts light on the inherent segmentation. Specialty retailers capture the high-end of cycling aficionados, purveying premium, high-performance gear, while sports mega-stores and supercentres cater to the bulk - those who ride less frequently or for shorter spans. The top-tier of gear purveyors, such as Decathlon and Intersport, straddle both realms, offering an expansive range from basic to advanced cycling accessories. In France, the heart of cycling beats in alignment with the nation’s love for leisure.### Market Landscape: Titans and Innovators of the Cycling Equipment Sector #### Decathlon: The Integrated Behemoth Decathlon stands tall as the leading bicycle retailer in France, with a formidable presence that extends across the entire value chain. Known for its in-house brand B'Twin, Decathlon's strategy is a testament to its fully integrated model. Its production site, the B'Twin Village in Hellemes, is a buzzing hive of activity where 200,000 bicycles take shape each year. Sourcing components from Asia, Decathlon marries cost-effectiveness with production efficiency. The brand's reach is further amplified by its expansive network of stores, over 300 within France alone, offering a plethora of cycling equipment for both casual and serious riders. #### Intersport: The Strategic Challenger Intersport presents itself as a formidable contender to Decathlon, with significant strides taken in controlling the entirety of its production chain. The acquisition of Manufacture du cycle, a notable player in France's bicycle assembly arena, has bolstered Intersport's manufacturing capabilities. This strategic move has allowed for more effective inventory management and has translated to a substantial uplift in sales. Intersport utilizes its know-how garnered from the entry-level cycle market to provide a range of cycling equipment to the masses, reinforcing its position in the market. #### Cyclable: The Urban Cyclist's Choice Emerging from Toulouse in 2005, Cyclable quickly grew through a franchising model to establish over 50 stores across France, Switzerland, and Luxembourg by 2020. Targeting urbanites with shops strategically located in city centres, Cyclable has etched a name for itself in the hearts of city dwellers. With a business model that prioritizes passion and lifestyle, Cyclable's franchisee network consists of cycle enthusiasts who serve customers with a curated selection of multi-brand equipment. The brand's community-focused stores and tailored customer experience make it a go-to destination for those who see cycling as more than just a sport or mode of transport. #### Ekoï: The Fashion-Forward Innovator Ekoï, a distinctively French company, excels in providing an extensive range of cycling equipment that includes everything from shoes and helmets to glasses and textiles. Adopting a fashion-forward approach akin to "Zara of the cycling world," Ekoï targets those who seek style alongside substance in their cycling gear. Covering all facets of a cyclist's needs, Ekoï is riding a wave of enthusiasm within the cycling community, offering products that offer

The market for cycling equipment: helmets, safety, clothing - France

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Number of pages : 30 pages
Format : Digital and PDF versions
Last update : 02/03/2023

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Summary and extracts

1 Market overview

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

6 Positioning the players

List of charts

Worldwide bicycle use
Distribution of bicycle use in France
Sales trends in the bicycle market
Balance of trade trends in the sporting goods market
Balance of trade in bicycles
Breakdown of sporting goods importers in France
Breakdown of cycle article importers in France
Answer to the question "How often do you get around by bike?"
Answer to the question: "Do you wear a helmet when you cycle?"
Proportion of French people who feel they correspond to these statements concerning bicycle use
Proportion of Tour de France 2022 riders wearing a leading road cycling shoe brand
Proportion of Tour de France 2022 riders equipped by leading cycling eyewear brands
Proportion of men and women registered with the French Cycling Federation
License growth by cycling discipline
Breakdown of cycling licensees by age
Sales trends in the specialized sporting goods market
Evolution of "Maillot de Vélo" google search term
Breakdown of new cycle sales by volume and value
First price comparison of long sleeve cycling jerseys for each brand
Comparison of first helmet prices for each brand
Comparison of the first prices of cycling shoes for each brand
Comparison of the first prices of cycling glasses for each brand

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Latest news

Intersport and Go Sport hot on Decathlon's heels in France - 11/04/2024

Stabilization of like-for-like sales last year at Intersport.
Increase in sales following the acquisition of Go Sport: 3.65 billion euros, i.e. **an increase of 11.2% compared with 2022.
Projected openings: Between 15 and 20 new stores to be opened each year

Ekoï aims to revolutionize the bicycle pedal - 28/03/2024

- Weight of the new pedal developed by Pédalissime: 85 grams, compared with 120 grams for competitors.
- Pédalissime takes on market giants such as Look and Shimano.
- Pédalissime was founded by Jean-Christophe Rattel, head of Ekoï, in association with Raphaël Dalle
- The "PW8" pedal has been tested by several professional teams and is homologated by the International Cycling Union.
- All pedals will be made in France.
- The bicycle pedal market is a niche but global one.

Intersport plans to sell around thirty of its stores - 07/11/2023

Around thirty Intersport stores could be sold to Schiever.
Intersport is France's second-largest sporting goods retailer.
Intersport is a cooperative of nearly 300 entrepreneurs.
The Intersport network comprises some 800 specialist stores.
Jacky Rihouet, CEO of Intersport, may sell 20 Intersport stores and five Intersport outlets that he owns.
Four Blackstore ready-to-wear stores and two Go Sport stores could also be sold to Schiever.

Cycling equipment manufacturer Ekoï sets out to conquer the American market | Ekoï conquers cycling America - 18/10/2023 Creation of the Ekoï brand: 2001 Year of Ekoï's shift to online sales: 2008 (7 years after its creation) Expected sales for Ekoï in Germany: 10 million euros this year, 15 million euros next year Trocadéro Capital stake: 22% since 2020 Number of professional athletes wearing Ekoï: over 400 Textiles account for: 60% of Ekoï sales Number of Ekoï employees: 68 Ekoï's goal: to double sales within 4 years.

Ekoï, a French cycling equipment supplier on the Tour - 04/07/2023

The SME Ekoï was created over 20 years ago
The Tour de France is watched by over 40 million television viewers in France and 150 million in Europe
Ekoï supplies around 500 helmets and 400 goggles per team per season, as well as large quantities of textile parts.
Ekoï is based in Fréjus
66 employees
65% of sales generated outside France
The company is aiming for sales of 45 million euros in 2023, with a medium-term target of close to 100 million euros
Ekoï has been selling its products exclusively online since 2011
Helmets are made in Asia and textiles in the European Union, specifically Italy.

Jacky Rihouet, CEO France: Intersport will soon be flirting with sales of 4 billion euros - 29/06/2023

Number of Intersport stores: 885
Number of Go Sport stores acquired: 72
Number of stores to be rebranded to Intersport in the coming year: 50
2013: Year of acquisition of the cycle assembly plant, France's leading bicycle assembler
Number of employees: 15,000

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Décathlon France

Ekoï

Oakley

Specialized

Shimano

Intersport International

Intersport France

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The market for cycling equipment: helmets, safety, clothing | France

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