Bicycles themselves are not just fragmented by the type of rider or category of bike, but also by the way they are sold. Small bicycle shops offer only a partial selection of some of the most expensive cycles (marketed to the coveted, affluent consumer) while department stores like Target and Wal-Mart keep pouring sub-$100 bikes o everyone else. Local shops also increasingly peddle service options for bikes including tune-ups, tire changes and other maintenance while bikes bought elsewhere are often discarded at the first stretched brake cable, unreliable derailleur or bent rim.
Given the low barriers for a consumer to get a bicycle and the new ways the environment and fitness are making individuals rethink how they should get from one place to another, the space has never looked more promising. But the need for quality data about the bicycle market has never been greater.