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The Preseason Dating Game Part Two

Published July 26, 2010


Why do so many suppliers and retailers keep putting their money into The Dating Game year after year? Rick has some alternate ideas.

What’s surprising is that so many suppliers and retailers—more than two-thirds of the bike market—keep putting their money into the same rigged game, year after year. They might as well just take out their wallets, hand the money directly over to their biggest competitors, and eliminate the middlemen. Because when we look at the problem correctly, it turns out that the big bike factories don’t need the 2.0 players to level-load their production. That’s what the 1.0 brands (and their retailers) are already there for. 

For the rest of Rick's post, click here.

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