By Edward Willis at industry research group Sports Marketing Surveys 
At Sports Marketing Surveys INC., we like questions and answers, and arguably the question “who is cycling?” has never been more important. Our participation research from 2016 reveals that cycling participation has risen by less than half a percent between 2014 and 2016. Whilst these figures are far from negative – in fact, SMS INC.’s latest figures show that cycling, the third most popular sport in the UK, has gained some ground on running since the research was last conducted in 2014 – they do support the impression that involvement is flat. This is hardly a good metaphor for an industry that needs air in its tyres. It also represents a strategic challenge to businesses used to more dramatic growth over previous years.
2016 was
Article source: https://cyclingindustry.news/customer-conundrum-which-demographic-should-the-bike-industry-target-to-grow-again/
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