TUCSON (BRAIN) — Following his January 1 acquisition of The Bike Shop List from Christopher Georger, industry veteran Michael Forte has expanded his reach and will enhance his offering of industry services under the Wheel House Strategies brand.
Wheel House Strategies is a consulting firm dedicated to helping bicycle industry leaders unlock growth through data-driven insights, operational excellence, and community engagement.
Forte combines deep industry expertise with advanced analytics and practical solutions to deliver measurable results for retailers, suppliers and stakeholders across the cycling ecosystem.
Wheel House Strategies will encompass five pillars of value:
The Bike Shop List
A comprehensive database of U.S. bicycle retailers, a suite of available packages range from basic contact information to expanded demographic insights and mapping tools.
The Bike Shop List helps suppliers and brands identify, segment, and connect with retailers more effectively. The Bike Shop List now also offers subscription plans that deliver updates, expanded insights, and ongoing data refreshes to support more informed decision‑making
Data Analytics
Analytic packages include sales forecasting, market trend analysis, and customer segmentation, turning complex datasets into actionable insights for smarter decision-making. For example, Wheel House can help identify underperforming regions and recommend targeted distribution strategies.
Inventory and Purchase Order Management
Streamline your company’s supply chain operations and improve accuracy of stock levels. Use our proprietary tools and processes to reduce carrying costs and avoid stockouts. One great example, implement purchase order workflows that align supplier production with retailer demand.
Financial and Strategic Planning
The focus here is on budgeting, forecasting, and long-term growth strategies as well as aligning financial discipline with operational goals. For example, we offer assistance in building multi-year financial models to support expansion or new product launches.
Team Augmentation
Wheel House will provide specialized expertise to extend internal capabilities, including short-term or long-term support for analytics, operations, or project management. One valuable example: We can act as an interim project lead for ERP integration or retail network expansion.
“After decades working across every part of the bicycle industry — from the shop floor to supplier operations to national distribution — I’ve seen how interconnected this ecosystem truly is,“ Forte summarized.
“Retailers and suppliers both face real challenges, but they also share real opportunities. Because I’m not tied to any brand or retailer, I can offer clear, unbiased guidance that strengthens both sides of the industry.”
“Wheel House Strategies is built on the belief that when retailers and suppliers succeed together, the entire cycling community benefits,” he concluded.
For more information regarding pricing, subscription plans or to have a conversation about your company’s challenges and opportunities, contact Forte at michael_forte@outlook.com.
