The Value of You
I was commiserating with a distributor recently and our discussion revolved around the oddities of the bicycle industry. This is an industry that rewards some and not others, like many industries, but from my perspective, the rewards and punishments are very unusual. First, the big rewards go to dealers who focus on selling stuff. What this means is the classic use of marketing and hype to create a sense of urgency that results in the purchase of things on impulse. It is the heart of the industry. In fact, I have discovered that people are so receptive to this that they will purchase substandard bicycles or overpriced bikes just because someone else rides one. It doesn't matter if it fits, if it performs to expectations or if it is even that good. What matters is the coolness factor. Some would say that mediocrity is rewarded while true excellence is punished, at least in the short term.
The brilliant marketing wizards add sculpted lines and beauty to these bikes to make them more attractive and desirable. What they fail to deliver, however, is a product that can be an extension of the rider and a long term partner in health and longevity. The lowly custom bike with its round tubes is now even less expensive than some of these beauties, as one can spend over $20,000 on some beautiful stock bikes. It doesn't seem to matter that the round tube is still the best shape for a bicycle frame tube, or that the owner can go faster, farther and more comfortably with less effort. What seems to matter is what really doesn't matter.
In the last 18 months I have seen the market go from an appreciation of nice bikes to a damning of anything nice because of the economy. I have seen competitors "sell out" and offer cheap bikes to survive the change in consumer spending. What I see now, however, is a recovery in the demand for nice bicycles, which is good for my business, but what is troubling is the huge new demand in overpriced stock bikes that really don't fit any better than a $1,000 Cannondale. To me, with the knowledge I have of positioning, this is an outrage. I want to tell everyone, "Look at what you are doing!" but find that for most, it falls on deaf ears. It simply doesn't matter. Cool trumps value once we have a hint of economic recovery.
At the end of the day, I have to realize that I can't save the world in the bicycle business. I can, however, make a big difference for a small number of people. Fortunately, you, my dear clients and friends, have supported me through an economic crisis that has been unprecedented in our lifetimes and I am still here to help as the dust clears. For that, I wake up daily with a heavy dose of humility and thanks. I have my wife, Toni, my health and of course, you all. I have the opportunity to help you one person at a time, to make the Fountain of Youth a reality in your life.
As so many Christmas stories remind us of what is important this time of year, I am reminded constantly how much the bicycle business has small niches of excellence that thrive even though they shouldn't. KGS Bikes is one of those places in small part because I have a little talent and a good work ethic, but mostly because of you. Enough of you visit and share your goal of exceeding your limits as a cyclist, that we can help achieve that for you and I get to keep my job! Thank you from the bottom of my heart. You make a difference and I never forget this.
I wish you the happiest of holidays this season and look forward to an incredible New Year.