CASE. “The pandemic period saw the arrival of new players in the bicycle industry”, believes Thomas Boutin

Thomas Boutin dirige le réseau de cinq magasins dédiés au vélo, implantés dans l’Hérault, le Gard et, depuis peu, le Vaucluse. Midi Libre – MICHAEL ESDOURRUBAILH

For the founder of the Rêve de Vélo brand, present in Hérault, Gard and Vaucluse,

How has the bicycle market evolved since the post-pandemic craze ?

The market has flattened out, with an equal share between electric bikes and muscle bikes. In recent years, we have observed the arrival of many new players, who have ridden the craze of the Covid-19 pandemic period. On the bicycle market in general, and electric in particular.

Is there a strong seasonality in sales?

On sales, we can't really say that there is seasonality. There is just a small spring effect, as well as a back-to-school effect in September, when people decide to buy a bike to go to work, very often. On the other hand, there is a strong seasonality in the rental market, which runs from May to the end of September. We still note an increase in rentals during the so-called “off-peak” period, in winter, which is the consequence of a real evolution in practice.

Has cycling evolved, in your opinion??

It has evolved in the sense that we are faced with a new vision of the bicycle, which is increasingly that of a means of transportation. And no longer just a means for leisure.

When do you think the bicycle craze began?

I would say around 2007 with the arrival of Vélib, the self-service bicycle service, in Paris. This was the first effect. Then, in 2015, there was the development of the electrically assisted bicycle, although the first bicycles appeared in 2010. There began to be, in people's minds, a better understanding of what ;#39;was an electric bike. Finally, in 2020, we had the Covid effect, which was more than a craze, since politicians took up the subject of cycling to have fewer cars.

The world of cycling has evolved significantly, therefore ?

Yes, with, in particular, the arrival of new players who have entered the market. A brand like Feu Vert, until now specialized in automobiles, has opened up to bicycles. The share of the pie has, of course, grown, but this has not been the case for each actor since they have become more numerous.

Can we still talk about market growth?

The real growth was that recorded with Covid. We were on a market increase of 30% to 50%. Today, the market has calmed down, with much less strong growth, but which nevertheless remains at a high level. For cycling professionals like us, there is a second layer of the population to seek out. Growth is found in both the leisure and professional fields. With great market potential for corporate bicycles.

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