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Rocky Mountain's turn

jonKranked

Detective Dookie
Nov 10, 2005
89,319
27,534
media blackout
should note:

restructuring is different than a "pause"

although someone on vital mentioned that RM recently laid off some of its staff
 

rideit

Bob the Builder
Aug 24, 2004
25,020
12,726
In the cleavage of the Tetons
yeah, hopefully its not doomsday, my friend (a rep) didn’t seem to think so. But this obviously affects new product development, warranty fulfillment, etc, until things stabilize.
Sounds like the word on the VC beat is just to stay far, far away from the bike industry right now.
 

Jm_

sled dog's bollocks
Jan 14, 2002
20,460
10,950
AK
should note:

restructuring is different than a "pause"

although someone on vital mentioned that RM recently laid off some of its staff
Depends on what you are calling it while you are dumping stock or running away with capital?
 

rideit

Bob the Builder
Aug 24, 2004
25,020
12,726
In the cleavage of the Tetons

CBJ

year old fart
Mar 19, 2002
13,283
5,384
Copenhagen, Denmark
I want to know how the bike business went from covid bonanza to so many brands struggling. At least from a customer perspective does not seem like we are screaming for non stop innovation and constant prices increases supported by high marketing budgets. Time to rethink how to do business? Looking at the Pinkbike best budget bike category looks like some brands has it figured out.
 

daisycutter

Turbo Monkey
Apr 8, 2006
1,700
204
New York City
I have bought several bikes in the past 18 months because they are discounted. During the pandemic, almost everyone I know bought a bike. Every bike company with Venture Capital owners thought that was the new normal and ordered to support it. Now, mountain biking is not as popular, and we have too many companies chasing too few customers. I hope this right sizing doesn't kill too many of my favorite companies but I am sure this is the future when you factor in the possibility of Trump Tariffs.
 

FlipFantasia

Turbo Monkey
Oct 4, 2001
1,699
552
Sea to Sky BC
I have bought several bikes in the past 18 months because they are discounted. During the pandemic, almost everyone I know bought a bike. Every bike company with Venture Capital owners thought that was the new normal and ordered to support it. Now, mountain biking is not as popular, and we have too many companies chasing too few customers. I hope this right sizing doesn't kill too many of my favorite companies but I am sure this is the future when you factor in the possibility of Trump Tariffs.
as I said to some friends, people who needed/wanted shit during covid got it at premium, others waited out low inventories and got it when it came back in stock. Then the deals started and a lot of people probably jumped ahead of their intended purchase timelines to capitalize, now most who needed or wanted a bike have it. The rest of us tight fisted misers are satisfied with our older but perfectly suitable and useable stuff that we put new parts on when they wear out. There really isn't anything that exciting happening with most bikes so demand is pretty much as low as it gets for the foreseeable future.
 

Muddy

ancient crusty bog dude
Jul 7, 2013
2,124
1,057
The Other Farmington CT
as I said to some friends, people who needed/wanted shit during covid got it at premium, others waited out low inventories and got it when it came back in stock. Then the deals started and a lot of people probably jumped ahead of their intended purchase timelines to capitalize, now most who needed or wanted a bike have it. The rest of us tight fisted misers are satisfied with our older but perfectly suitable and useable stuff that we put new parts on when they wear out. There really isn't anything that exciting happening with most bikes so demand is pretty much as low as it gets for the foreseeable future.
Was thinking this year that another part may well be first time bicyclists, or returning from generations pre-covid, not knowing bicycle depreciation. Impulse buying intent on short-term - like cars - sustained production on the whole, and then scared away a whole lot of newbs.
 

chuffer

Turbo Monkey
Sep 2, 2004
1,915
1,307
McMinnville, OR
Gonna need to update that article to include the latest bust cycle.

Kinda bummed that we will see a contraction, but the growth seen during covid was never gonna be sustainable. That goes for more than just the bike industry.
 

jonKranked

Detective Dookie
Nov 10, 2005
89,319
27,534
media blackout
Was thinking this year that another part may well be first time bicyclists, or returning from generations pre-covid, not knowing bicycle depreciation. Impulse buying intent on short-term - like cars - sustained production on the whole, and then scared away a whole lot of newbs.
The covid boom was almost entirely first time cyclists. Look at peloton too.
 

ChrisRobin

Turbo Monkey
Jan 30, 2002
3,411
212
Vancouver
Interesting... based on the number of Rockies I see around here you'd think they were doing fine. Although that's just little area. I have no idea how popular they are elsewhere.

I'm sure the crazy cost of living is hurting things. We're getting crushed up here. I wish we'd just become the 51st state and be done with it!
 

djjohnr

Turbo Monkey
Apr 21, 2002
3,123
1,814
Northern California
Ah, fuckity fuck, I just brought my Powerplay in for warranty the day before my surgery. I really wonder what is gonna happen with that.
This is gonna be interesting.
I have 3 Rockies sitting in my garage right now, including my e-bike with their proprietary motor...I hope to hell the brand is able to make it to the other side
 

sundaydoug

Monkey
Jun 8, 2009
684
363
I want to know how the bike business went from covid bonanza to so many brands struggling.
Covid hits. Everyone wants a bike, all brands sell through all inventory by May 2020. All bike brands panic order with suppliers. By August of 2020 lead times go from 90/120 days to 365 days+. No one cancels POs because they're terrified of not having bikes and (more importantly) they want to maintain good relationships with suppliers and don't want to go factory shopping. They wait for inventory to come in. POs are paid for up front, or at most 30 days from when the product leaves Asia. Because of the crazy lead times all of that inventory arrives well after the demand drops back to normal. But everyone that wanted a bike already bought one. Bike brands then have a pile of inventory that's already paid for and is sitting in warehouses. Money spent but not much coming back in. But they need to pay their people and continue to run their business. They discount product to try and get it to move but the damage is done. Finances are stretched beyond reasonable limits.

That's how it happens. The brands that survive are the brands with diversified product offerings with fiscally conservative, intelligent people running things.
 

sundaydoug

Monkey
Jun 8, 2009
684
363
Which are, generally speaking, not bike guys. :D
Generally speaking, yea. But it was more about clamoring for market share in a really, really overcrowded market. And all these DTC brands that popped up during Covid made it even worse. Some saw this coming, but the voices of those people were drowned out by the voices of the higher-ups doing the clamoring for market share.

Oh, almost forgot. Our buddy's section 301 tariffs imposed before Covid meant that most bike brands were carrying the bare minimum amount of inventory at the end of 2019.

The perfect shit storm for sure.
 

jrewing

Monkey
Aug 22, 2010
446
307
Maydena Oz
I want to know how the bike business went from covid bonanza to so many brands struggling. At least from a customer perspective does not seem like we are screaming for non stop innovation and constant prices increases supported by high marketing budgets. Time to rethink how to do business? Looking at the Pinkbike best budget bike category looks like some brands has it figured out.
Cost of living. Cost of business. Cheap funding now non existent, high wages, insurances, utilities.
Everything related to business running has skyrocketed. Bring on a sales lull and here we are.
Brands that have it figured out could well be next, unless youve seen their books.
 

Jm_

sled dog's bollocks
Jan 14, 2002
20,460
10,950
AK
Covid hits. Everyone wants a bike, all brands sell through all inventory by May 2020. All bike brands panic order with suppliers. By August of 2020 lead times go from 90/120 days to 365 days+. No one cancels POs because they're terrified of not having bikes and (more importantly) they want to maintain good relationships with suppliers and don't want to go factory shopping. They wait for inventory to come in. POs are paid for up front, or at most 30 days from when the product leaves Asia. Because of the crazy lead times all of that inventory arrives well after the demand drops back to normal. But everyone that wanted a bike already bought one. Bike brands then have a pile of inventory that's already paid for and is sitting in warehouses. Money spent but not much coming back in. But they need to pay their people and continue to run their business. They discount product to try and get it to move but the damage is done. Finances are stretched beyond reasonable limits.

That's how it happens. The brands that survive are the brands with diversified product offerings with fiscally conservative, intelligent people running things.
And this is why the 175 cranks are still being speced
 

Westy

the teste
Nov 22, 2002
56,341
22,400
Sleazattle
Transition is biker owned, and seems to be doing ok.
I crossed paths with a Transition employee at the end of the pandemic, he claimed that they had invested/borrowed to double the size of the company. So hopefully that just meant increasing the supply of cardboard boxes to ship frames they get from Taiwan.
 

dump

Turbo Monkey
Oct 12, 2001
8,543
5,298
Looking at Rocky’s financial records, the covid boom/bust/oversupply theory does not hold. They were already 48million or so in the hole in 2020.
 

dump

Turbo Monkey
Oct 12, 2001
8,543
5,298

HardtailHack

used an iron once
Jan 20, 2009
7,983
7,464
Looking at Rocky’s financial records, the covid boom/bust/oversupply theory does not hold. They were already 48million or so in the hole in 2020.
That's a lot for a fairly small bike company, when do you get done for trading whilst insolvent?

I don't understand the attraction to become a bike company, pick one of four materials to make a frame from, spend heaps on R&D, pick a company to make your frames, team up with a bunch of distributors and sell something that is 1% different to anything else already on the market and expect to make a profit.
Same with bike clothing companies, you'd have to be insane to get in to that unless you are a brand that makes nothing but black clothing and don't do yearly new releases.