CYCLING INDUSTRY’S E-COMMERCE PROBLEM
Hosts: Rudi Khoury & Marcel Berger
Guest: Ben Robinson (E-commerce expert, former Shopify, based in Singapore)
CORE PROBLEM
The cycling industry is drowning in digital transformation failures while other sectors thrive. Why?
KEY BLOCKERS IDENTIFIED


Product-obsessed, customer-blind approach:

Engineering trumps user experience
Tech specs overshadow actual rider needs



Brutal entry barriers for new cyclists:

Impenetrable jargon
Fit complexity
Overwhelming product options
Zero standardization across brands



Channel conflict paralyzing brands:

Fear of alienating bike shops blocks DTC innovation
No direct customer relationship = zero usable data
Middle-men controlling the entire customer journey



Logistics nightmare:

Shipping large boxes of “air” = prohibitive costs
Assembly burden falls on confused customers



UNTAPPED OPPORTUNITIES


Southeast Asia explosion:

Active lifestyles + government incentives + economic growth = perfect storm
Brands missing the fastest-growing global market



Localization as competitive edge:

Not just translation—payment methods, cultural context, end-to-end experience
Trust-building trumps technology every time



Secondary market leverage:

Bikes as assets, not consumables
Predictable resale value drives upgrade behavior
Repeat purchases activated through smart secondary market strategies



PROVEN SOLUTIONS FROM WINNERS

Canyon’s playbook: DTC-first mindset + strategic service networks
Cross-border hedging: Protection against market volatility
Headless commerce: Flexibility without technical debt

CRITICAL QUESTIONS FOR BRANDS

Do you know who actually buys your products?
Are you solving real customer problems or just engineering challenges?
What’s your strategy for capturing APAC growth?
How are you addressing the secondary market opportunity?

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Guest: Ben Robinson
Hosts: Marcel Berger | Rudi Khoury
Tags: #CyclingIndustry #Ecommerce #DTC #RetailStrategy #APAC
Share link: therootpodcast.com/cycling-ecommerce
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© 2025 The Root Podcast
CONNECT & SHARE
Listen: Apple | Spotify | YouTube
Follow: @listentotheroot across all platforms
Website: therootpodcast.com
Guest: Matt Bates
Hosts: Marcel Berger | Rudi Khoury
Tags: #DataStrategy #Construction #BusinessIntelligence #DecisionMaking
Share link: therootpodcast.com/data-gridlock
Newsletter: therootpodcast.com/subscribe
© 2025 The Root Podcast

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