Bicycle Retail Industry Review for August 2025 with Workstand President, Ryan Atkinson

It's time again to review the data and metrics from the Workstand platform and talk about what we can learn from sales across our platform. 

• August Workstand platform metrics
  • Ecommerce sales saw another month of double-digit growth on Workstand. 
  • Online order volume was the strongest it’s been all year, with a YOY increase of 8%, with 20,459 orders being the highest volume of any month this year. 
  • Sessions saw another month of decline at -11% (assumed from AI search adoption), but revenue per session remains strong at +24%. 
  • For the first time since February, the typical dealer did not show growth. Instead, platform growth was driven by high-volume sellers. 
  • We don’t like to see that number because our typical dealer tends to be predictive of the overall market numbers we’ll see from PFB within the coming weeks. 
  • We don’t see any changes in category sales trends that I’ve commented on over the last several months.
• Google search data
  • Online research for “best bike” at 2022 levels
  • By that measure, demand might be stabilizing, even if unit and dollar sales volume overall, as measured by People For Bikes, is still down, a promising sign
  • Searches containing “bike shop” continue multi-year decline
  • We’re talking 2005 levels!
  • That doesn’t mean bike shops can’t thrive, but you need to connect with customers in a more modern way
  • You have to win Google searches for products! You NEED ecommerce. 
  • There will be no “return to normal” in this metric. Retail has changed.
  • This is an alarm bell metric that bike shops need to adapt to if they want to meet the consumer demand that’s recovering

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