Because the bicycle industry as a whole remains largely unsophisticated compared to Apple and Tiffany’s stores, that value calibration of bike retailers remains lower than other consumer experiences. Our value calibration of bicycle service starts in our driveway as a kid. But fixing a bike is something we grew up doing in our driveway. Labor rates for servicing a Jet Ski, motorcycle, snowmobile or an RV are similar to automotive repair rates. culture teaches us bicycles are children’s toys. It is worth inventorying the reasons why the bike industry, benchmarked against other industries, is habitually under-charging- especially for service- despite growth in demand and technology in cycling. Like any single economic question, there is not one singular answer. Why are similar things so cheap in the bike industry, when they are priced consistently higher in other industries? Why is the bike industry unable to command prices for service and products commensurate with other industries? Why is a doctor, a dentist, a plumber, an HVAC repairperson or an auto mechanic so much more expensive to hire than a bike fitter, bike salesman or bike mechanic? I got to thinking: Why can my dentist command $2500 for services, but I will only bill him about $90-150 for his bike tune-up that takes about the same time? And before you argue that your teeth are a serious “health issue” I will suggest that your bike brakes are too when you need to avoid a collision with a car. While I was at his office I picked up his bike and brought it back to our bike shop to do a tune-up on it. Nice guy too.Īs luck would have it my dentist is also a triathlete. Does a fine job, professional and current on modern dental techniques. Why Don’t We Earn More Money in the Bike Industry?
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