{"id":244831,"date":"2025-11-05T06:51:34","date_gmt":"2025-11-05T06:51:34","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/244831\/"},"modified":"2025-11-05T06:51:34","modified_gmt":"2025-11-05T06:51:34","slug":"breaking-the-cycle-turning-crisis-into-clarity","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/244831\/","title":{"rendered":"Breaking the Cycle \u2013 Turning Crisis into Clarity"},"content":{"rendered":"

\t\tIf the bike industry were a patient, the diagnosis would be grim: chronic short-term thinking, acute ego inflation, and dangerously low levels of honesty and communication.<\/p>\n

We\u2019ve all felt it \u2013 overstock, discounts that insult the craft, venture capital gone cold, and endless debates about watts and wheel sizes instead of purpose. And a looming bike-leasing boomerang.<\/p>\n

\"EMTB
\n\"E<\/p>\n

For too long, we\u2019ve mistaken geeky passion for direction \u2013 and growth for long-term vision. During the last bike boom, we chased numbers, not meaning. Scaled fast but built shallow.
Like a sick patient asking for painkillers, we keep patching symptoms instead of healing causes. But storms, as they say, have two purposes: to destroy what isn\u2019t solid \u2013 and to reveal what is. And right now, the storm shaking the bicycle industry might be exactly what we need.<\/p>\n

\"EMTB\u201cLeading innovation in turbulent times.\u201d 41 Publishing\u2019s Robin Schmitt opened the Think Tank in Brixen\u2019s grand library with an inspiring keynote on building a better bike industry.\u201c
\nPlaying it safe is the new risk<\/p>\n

Before the Think Tank, we got dozens of requests: \u201cCan we talk about 32-inch wheels? The 750W regulation? E-bike racing?\u201d <\/p>\n

We said no \u2013 not because those things don\u2019t matter, but because they\u2019re not what matters now.<\/p>\n

Before solving symptoms, we need to understand the causes. Before taking action, we need direction. Before talking specs, we need purpose \u2013 and above all, a clear vision of where we want to go.<\/p>\n

\"EMTB
\n\"E<\/p>\n

The bike industry will survive this storm \u2013 but will it come out stronger or weaker? What big and small players will die along the way? Will we learn and evolve, or just hit repeat on the same mistakes? Failure isn\u2019t the problem. Our response is. That\u2019s what decides whether we grow or stay stuck.<\/p>\n

\"E<\/p>\n

The safest move now is to dare. Big, established brands that seemed untouchable a decade ago are now struggling, as new players and fresh competition rewrite the rules. Media is struggling too \u2013 big time. In a world flooded with generic AI content, what\u2019s at stake isn\u2019t just quality, but direction, clarity, and vision.<\/p>\n

\"EMTB
\n\"E<\/p>\n

Either you innovate \u2013 or you stall. The best will adapt fast, take position, and rise to lead again. The rest will keep playing by old rules in a game that\u2019s already changed.
That\u2019s why we\u2019re doubling down at 41 Publishing<\/a> \u2013 strengthening our core, creating new roles, and opening new opportunities. Just like this Think Tank. We\u2019ve always been about shaping trends and inspiring the bike world. And this is what Brixen was all about.<\/p>\n

\"EMTB
\n41 Think Tank in Brixen: Innovation on another level<\/p>\n

From the first ride to the last glass of wine, one thing was clear: this wasn\u2019t another industry event. It was a reset. A collective deep breath after a few seasons that left most people \u2013 let\u2019s be honest \u2013 completely drained. All known and public issues: overstock, shrinking margins, discounts for survival, and way too many \u201cgame changers\u201d that didn\u2019t really change much.<\/p>\n

At some point, we stopped asking \u201cwhy\u201d and just tried to survive the \u201cwhat next.\u201d<\/p>\n

That\u2019s why 41 Publishing<\/a> brought everyone here \u2013 to strip the noise, park the ego, and remember what this is actually about. <\/p>\n

\"E<\/p>\n

\"EMTB
\n\"E<\/p>\n

Here, that was Brixen. A place that looks like a postcard but feels like a lab for what\u2019s next.
Where medieval walls meet bold architecture, alpine trails meet urban rhythm, and tradition merges with innovation. You can feel it in the locals\u2019 mindset \u2013 exactly the balance our industry needs.<\/p>\n

\"E<\/p>\n

At our Think Tank in Brixen, we gathered some of the brightest minds in the bike world \u2013 CEOs, engineers, brand shapers, and visionaries. Not to complain. Not to blame. But to create. Because the hardest part isn\u2019t finding answers \u2013 it\u2019s asking the right questions.
For too long, the industry has obsessed over tech specs and product details. This time, we did the opposite. We stopped the tech talk on purpose \u2013 because before we build solutions, we need direction. Before we scale, we need vision.<\/p>\n

\"E
\n\"EMTB<\/p>\n

Because behind all the spreadsheets and press releases, one question kept floating around:<\/p>\n

If cycling stands for freedom, why does our industry feel so stuck?<\/p>\n

That line kind of became the background noise of Brixen 2025.
You could feel it in the room \u2013 in the way people talked, listened, and didn\u2019t pretend.
We weren\u2019t there to pitch. We were there to look at ourselves, together, and ask the hard stuff out loud.<\/p>\n

\"E
\nAre we asking the right questions?<\/p>\n

No big stages. No inflated egos. No endless PowerPoints. Inside Brixen\u2019s modern library \u2013 a place full of stories and ideas \u2013 is where we got down to business. Short keynotes, bold questions, no-bullshit workshops that cut through the daily noise and real talk. Big players and direct competitors \u2013 side by side: Accell Group, Aventon, Avinox\/DJI, Bosch, Crystal Communications, DIMB, Eightpins, EMBN, Evoc, Fazua\/Porsche, Giant, Haibike Design Center, Hepha, Mahle, maxon, Momes, Panasonic, RAAW, Riese & M\u00fcller, Rotwild, Specialized, SRAM, TQ, Yamaha, ZEG\u2026 <\/p>\n

\"EAvinox\/DJI, Specialized, SRAM, Mahle, TQ, Rotwild, 41 Publishing\u2026 all at one table.<\/p>\n

We\u2019d have loved to host more industry voices \u2013 even some readers \u2013 but space was limited. Our Think Tanks are exclusive by design, but their results are not. Our goal is to share, inspire, and push the bike world forward. And the same goes for the workshop questions.<\/p>\n

Workshop 1 \u2013 Status Quo: Identifying Current Risks and Repeating Cycles<\/p>\n

Before we can build better, we must understand what holds us back. The unspoken truths. The blind spots. The patterns we repeat \u2013 year after year. Because only those who see clearly can change direction.
Key questions:<\/p>\n

What are the current risks in the bike world?
\nWhich mistakes or reactions keep repeating themselves?
\nWhere are we still playing the same game, expecting different results?
\nWhat structural or cultural habits make progress hard?<\/p>\n

\"E
\n\"E<\/p>\n

Workshop 2 \u2013 Industry Transformation: What Needs to Change?<\/p>\n

This session was about perspective. We asked participants to forget the \u201chow\u201d and imagine the \u201cwhat if.\u201d What would a flourishing bike industry look like seven years from now \u2013 if there were no limits?<\/p>\n

The vision: An industry driven by collaboration instead of fear. By values instead of discounts. By courage instead of conformity.<\/p>\n

\"E
\n\"EMTB<\/p>\n

\"E
\n\"E<\/p>\n

Workshop 3 \u2013 Media & Communication: Shaping the Narrative<\/p>\n

Stories create reality. And right now, the story our industry tells \u2013 fragmented, defensive, fear-driven \u2013 holds us back. So we asked: How can we reshape the narrative so the world wants to be part of the bike movement again? <\/p>\n

We can\u2019t build a strong industry on weak stories. Culture is communication \u2013 and our future depends on both.<\/p>\n

Key questions:<\/p>\n

What stories do we tell \u2013 intentionally or not?
\nWhat are we really selling \u2013 performance, specs, price points or belonging?
\nWhat story would make biking irresistible to new riders, partners, and policymakers?<\/p>\n

\"E
\n\"EMTB<\/p>\n

\"EMTB
\nThe Big Conversations<\/p>\n

Once the workshops kicked off, things got real fast.<\/p>\n

It wasn\u2019t comfortable. Debates got heated. Egos got bruised. But it was real. And despite all the professionalism, it was a lot of fun and inspiring.<\/p>\n

\u201cIs actual innovation dead?\u201d someone asked. The silence said everything.<\/p>\n

\"E
\n\"EMTB<\/p>\n

First: how we sell bikes \u2013 or rather, what we sell.
Someone called it ingredient marketing, and everyone knew exactly what they meant.
Bosch, DJI\/Avinox, Shimano, FOX, SRAM\u2026 they\u2019re the stars of our ads.
We\u2019ve turned bikes into shopping lists.
When you sell parts instead of purpose, don\u2019t be surprised if people stop remembering your name.<\/p>\n

\"E
\n\"E<\/p>\n

Then: the dealer gap.
There\u2019s a massive gap between the stories brands tell and what actually happens on the shop floor. Dealers play a crucial role in directing customers\u2019 attention.<\/p>\n

Unfortunately, too many take the easy route \u2013 driving sales through discounts or tech specs like the latest Bosch or Avinox motor and battery size \u2013 instead of conveying brand values, emotion, and experience. Or simply because they\u2019ve never been properly educated by the brands.
As someone once said: \u201cWe can\u2019t expect riders to believe in magic if half our dealers don\u2019t.\u201d Exactly.<\/p>\n

\"E
\n\"E<\/p>\n

Next: the copy-cat disease.
Same geometry, same suppliers, same tone of voice.
We\u2019ve built an industry that\u2019s brilliant at imitation and scared of imagination.
Real differentiation takes guts \u2013 and guts don\u2019t always survive the spreadsheet meeting.<\/p>\n

And of course, data and forecasting \u2013 or the lack of both.
In 2025, we still run this industry on Excel and good intentions. The industry still operates much like it did in pre-internet times \u2013 the only change is that emails replaced fax. It\u2019s highly inefficient, and that\u2019s one of the reasons we\u2019ve seen the same cycle for decades: periods of overstock followed by no stock. Forecasts two years ahead for markets that change in six months. It\u2019s like riding blind into a double black descent, hoping you guessed right, where the landing of that big jump is. <\/p>\n

\"EMTB
\n\"EMTB<\/p>\n

By the end of the day, the pattern was obvious:
The geeky obsession with components kills storytelling, weak storytelling weakens dealers, weak dealers kill trust \u2013 and when trust goes, everything else goes with it.<\/p>\n

We keep refining the product.
But we\u2019ve forgotten the purpose.
We rarely rethink anymore. So: Is actual innovation dead?<\/p>\n

The Turning Point<\/p>\n

Somewhere between the debates and the dinners, something shifted. The tone softened. The walls dropped. People stopped defending \u2013 and started admitting.<\/p>\n

\u201cIf we keep these conversations inside these walls,\u201d someone said, \u201cnothing changes.\u201d<\/p>\n

That was the spark. The realization that the industry doesn\u2019t lack ideas \u2013 it lacks honesty. And honesty is contagious. We talk plenty, but rarely together.<\/p>\n

\"EMTB<\/p>\n

That\u2019s when the idea took shape: to take these talks beyond Brixen.
To turn two days of notes and late-night debates into something that lives on.
Not another report.
Something riders, dealers, and brand people could all connect with.<\/p>\n

That\u2019s how The Brixen Bike Papers were born \u2013 a bridge between what was said in that room and what still needs to be heard.<\/p>\n

\"EMTB<\/p>\n

In a way, it\u2019s our industry\u2019s own version of Andersen\u2019s fable, The Emperor\u2019s New Clothes.
For too long, we\u2019ve all played along \u2013 nodding at half-truths, chasing trends, pretending everything was fine while the obvious went unsaid.
Collective illusions happen when individuals conform to a group\u2019s false beliefs, often out of social pressure.
These Papers aim to do the opposite: to break that spell, to name what\u2019s real, and to challenge the status quo that keeps us comfortable \u2013 and stuck.<\/p>\n

\"EMTB
\n\"EMTB<\/p>\n

We don\u2019t need more brands \u2013 we need less brands and different ones.<\/p>\n

Same geometry, same suppliers, same slogans. Another logo, half a degree slacker head angle \u2013 is that really innovation?<\/p>\n

Some bike brands will \u2013 and should \u2013 disappear. There are just too many doing the same thing, but expecting different results.<\/p>\n

\"E<\/p>\n

There\u2019s no more space for sameness. And that goes for the people too.
What worked ten years ago won\u2019t work tomorrow. The game has changed \u2013 and so have the players. During the boom, teams exploded. But did the results? Or did we just create more titles, more meetings, more noise \u2013 and less real value? And slower decision making as a byproduct.<\/p>\n

\"E<\/p>\n

We need the brands and people who dare.
Those who challenge what\u2019s normal, who build pyramids stone by stone instead of castles of sand.
So let\u2019s stop patching holes in a sinking ship \u2013 let them sink. And start building a better one.
Because the future of biking won\u2019t be defined by those who copy what worked yesterday, but by those bold enough to take the faith of leap and build what riders, customers and the industry really need tomorrow. <\/p>\n

Breaking the Cycle \u2013 From Surviving to Leading<\/p>\n

Those who joined our Think Tank in Leonberg earlier this year \u2013 or read \u201cAre We Dumb?<\/a>\u201d \u2013 know that 41 Publishing\u2019s co-founder Robin Schmitt draws heavily from Kung Fu philosophy. Every student knows: if you get punched in the face, the problem was your previous move. The same goes for us.<\/p>\n

\"E<\/p>\n

Cycles repeat until we break them. We can\u2019t keep reacting to the market and expect to lead it. We can\u2019t fear every wave \u2013 we have to learn to surf it.<\/p>\n

Kung Fu teaches one simple truth: stop chasing.
The moment you chase, you\u2019re already behind. Step back. Reposition. Start fresh. Because if you\u2019re always fighting fires, you\u2019ll never take control \u2013 and some fires aren\u2019t even worth putting out.<\/p>\n

\"E<\/p>\n

The same goes for our industry. We don\u2019t need another rescue \u2013 we need renewal.
Leaders with the courage to say, \u201cThis doesn\u2019t work anymore.\u201d
If we want to win in five years, we have to get strong where it matters. We need to stop doing things just because that\u2019s how they\u2019ve always been done. And start building toward what we need for a successful future.<\/p>\n

This also means: We don\u2019t need more brands. We need fewer \u2013 and stronger ones. For too long, we\u2019ve built an industry of survivors, not leaders. But surviving isn\u2019t enough anymore.<\/p>\n

What\u2019s next? The Brixen Bike Papers<\/p>\n

In the coming months, we\u2019ll publish The Brixen Bike Papers \u2013 eleven essays diving deep into the uncomfortable truths, hidden opportunities, and real changes our industry needs.
Each Paper will dig into one of those themes \u2013 copy-paste culture, the dealer gap, self-inflicted data blindness, the search for purpose, and some more.
Not theory. Reality.
No fluff, no PR glaze \u2013 just the stuff we all know but don\u2019t often say. And don\u2019t acknowledge our role in all of this. <\/p>\n

Because cycling\u2019s future won\u2019t be shaped by algorithms or anodised bolts.
It\u2019ll be shaped by people who still care \u2013 who connect business with belief and know that selling a bike isn\u2019t the same as inspiring someone to ride it.<\/p>\n

\"EUnfiltered and unapologetic. Juansi Vivo brings clarity and courage to the table. Together with 41 Publishing, he\u2019s driving the conversation forward \u2013 proving that real progress begins when we stop just reporting and start shaping. As co-author of the Brixen Bike Papers, you can be sure you\u2019ll hear more from him soon.<\/p>\n

At its core, The Brixen Bike Papers are a call to leadership. To rebuild on stronger ground. To lead again. They won\u2019t just describe the industry \u2013 they\u2019ll challenge it.<\/p>\n

Let\u2019s be honest \u2013 the change we\u2019re talking about won\u2019t happen overnight.
It needs a clear roadmap, not just enthusiasm.
It needs consistency, not just a declaration.
It needs commitment, not just showing up for the picture.
We need to define where we want to be and how we get there, step by step.
A path that lets us implement the shifts that will actually secure the industry\u2019s future \u2013 not just talk about them.<\/p>\n

Progress always starts the same way: a bit of discomfort, a dose of honesty, and someone willing to say \u201cwe can do better.\u201d<\/p>\n

And yes. We can. So let\u2019s embrace it. And build better \u2013 together.<\/p>\n

The Closing Scene<\/p>\n

By Thursday evening, Brixen had found its rhythm \u2013 mornings of debate, afternoons on the trails, nights that slipped into laughter.<\/p>\n

\"EMTB<\/p>\n

\"EMTB
\n\"EMTB<\/p>\n

After the morning workshops, we headed out one last time.
The light was golden, the air warm, and the fatigue already mixed with that quiet satisfaction that only comes after some solid thinking, debating, and pedalling in good company.<\/p>\n

\"E<\/p>\n

The ride ended at a vineyard outside town.
Long tables, local wine, food that kept coming.
T\u00f6rggelen. A local tradition \u2013 chestnuts roasting, laughter rising, new wine flowing.
No speeches. No closing slide decks.
Just people, connected by the same passion, finally talking like riders again.<\/p>\n

\"E<\/p>\n

\"E
\n\"E<\/p>\n

\"E
\n\"E<\/p>\n

Friday morning came early. Coffee, another workshop and further walls being torn down. No
No applause. No slogans. Just understanding.<\/p>\n

Special thanks to the City of Brixen \u2013 for their genuine collaboration and for betting on innovation and cycling as a structural part of daily life in Brixen and the region\u2019s identity.
Their vision is the reason why gatherings like this one can exist at all.<\/p>\n

\"EThanks to Vera and Hanna from Brixen Tourism for making the Think Tank happen.
Check out this article, to step behind the curtain and explore the places where the Think Tank came to life. <\/a><\/p>\n

And that\u2019s what The Brixen Bike Papers aim to keep alive \u2013 the honesty of those days, the courage of the conversations, and the will to challenge the status quo of the bike industry with insight, humility, and intent.<\/p>\n

Because change doesn\u2019t always start with noise. Sometimes it starts quietly \u2013 around a table, between rides, in a library full of bikes and ideas. <\/p>\n

And in Brixen, that\u2019s exactly how it started.<\/p>\n

Overview \u2013 The Brixen Bike Papers<\/p>\n

The Brixen Bike Papers \u2013 a 41 Publishing Think Tank initiative, building better one story at a time. Eleven essays diving deep into the uncomfortable truths, hidden opportunities, and real changes our industry needs. Here\u2019s an overview of all papers:<\/p>\n

The Brixen Bike Papers
\nRelease Date<\/p>\n

1. The Industry\u2019s Next Innovation Isn\u2019t a Bike \u2013 It\u2019s Unity
\n11.11.2025<\/p>\n

2. The Eurobike Sabbatical \u2013 A Clear Answer for 2026
\n18.11.2025<\/p>\n

3. Ingredient Marketing \u2013 The Bike World\u2019s Marketing Fiasco
\n25.11.2025<\/p>\n

4. To be announced soon
\n02.12.2025<\/p>\n

5. To be announced soon
\n09.12.2025<\/p>\n

6. To be announced soon
\n16.12.2025<\/p>\n

7. To be announced soon
\n23.12.2025<\/p>\n

8. To be announced soon
\n30.12.2025<\/p>\n

9. To be announced soon
\n06.01.2026<\/p>\n

10. To be announced soon
\n13.01.2026<\/p>\n

11. To be announced soon
\n20.01.2026<\/p>\n

You want more than just to read along?
Got questions, ideas, or honest feedback about the Think Tank or the Brixen Bike Papers?
Then write to Robin at robin(at)41publishing.com
We might not be able to reply to everyone \u2014 but we\u2019ll read every message carefully.
We\u2019re looking forward to your thoughts!<\/p>\n

\"EMTB<\/p>\n

Words: Juansi Vivo, Robin Schmitt Photos: Jan Fock, Benedikt Schmidt, Peter Walker\t\t\t\t\t\t\t \t\t<\/p>\n","protected":false},"excerpt":{"rendered":"If the bike industry were a patient, the diagnosis would be grim: chronic short-term thinking, acute ego inflation,…\n","protected":false},"author":2,"featured_media":244832,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[4985,101,56,54,55],"class_list":{"0":"post-244831","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cycling","8":"tag-cycling","9":"tag-sports","10":"tag-uk","11":"tag-united-kingdom","12":"tag-unitedkingdom"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/244831","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=244831"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/244831\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/244832"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=244831"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=244831"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=244831"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}