More search queries, rising sales and space in warehouses – the latest signs are fuelling hopes of a turnaround in the cycling industry. However, the German bicycle market remains price-sensitive, and the recovery varies greatly depending on the segment.
The first signs of life are impossible to miss
Germany’s cycling industry has been through some turbulent years. The pandemic-driven boom in demand was followed by supply problems, overcrowded warehouses, fierce price wars and marked reluctance to spend. Now there are growing signs that the market is regaining its footing.
Our conclusion: stabilisation rather than a new boom
Germany’s bicycle market is on the move again. Search interest, sales trends and retailer turnover are all pointing in the same direction. However, the recovery is neither widespread nor without risks. Sports bikes, components and clothing are performing particularly well. E-bikes are making slower progress; retailers are placing orders cautiously and customers remain price-conscious. The worst seems to be over – but the next boom has not yet begun. For the sector, this in particular could be good news: rather than a short-term overheating, a slower but potentially more resilient return to normality is on the horizon.
An early indication of this comes from the digital sphere: according to an analysis by SHIFT Active Media, German search interest rose significantly in the first half of 2026 compared with the same period the previous year. The trendsetter is the road bike wheels category, with a 16.5 per cent increase in digital search queries. Road bikes saw a rise of 7.3 per cent, road cycling clothing 3.9 per cent and mountain bikes 3.8 per cent. Gravel bikes recorded a one per cent increase. – at a high standard.
Search queries may not be sales, but they do reveal what potential buyers are looking into – often weeks or months before they order a product. The strong growth in bike parts in particular suggests that it is not just complete bikes that are in demand. Many cyclists seem ready once again to invest in upgrades and higher-quality components.
Market figures back up the digital sentiment picture
The search data is not the only indicator. According to the industry association ZIV, bicycle sales in Germany rose by nearly ten per cent in the first half of 2026 compared with the same period the previous year. Production increased by six per cent. The recovery was more modest for e-bikes: sales in this segment rose by only around two per cent.
Another piece of news is crucial: according to the ZIV, the excess stock that has been weighing on manufacturers and retailers since the end of the Covid boom has largely been cleared. However, retailers are still placing orders cautiously. There is therefore no sign of renewed euphoria. Rather, the sector is gradually working its way out of a structural crisis.
Online retail is also showing clear signs of recovery. Bike24 increased its consolidated turnover by 20.8 per cent to 166.9 million euros in the first half of 2026. In the second quarter, revenue from parts, accessories and clothing grew by 22.3 per cent, whilst sales of complete bicycles rose by 11 per cent. According to the company, road bikes and gravel bikes were in particularly high demand.
In September, Bike24 even raised its turnover forecast for the year as a whole. This was attributed to the continued strong demand in July and August – a sign that the upturn had not already come to an end with the spring sales period.
Accessories are better than buying new items
It is worth noting that components, accessories and clothing are growing at a faster rate than complete bikes. There is a plausible explanation for this: in times of economic uncertainty, people are more likely to upgrade their bike than to replace it. New wheels, tyres, helmets or clothing cost less than buying a new high-quality bike, but still give the feeling of an upgrade.
It is primarily dealers with workshop expertise and a wide range of accessories who stand to benefit from this trend. The market is therefore shifting, to some extent, away from purely new purchases towards the maintenance, customisation and technical upgrading of existing vehicle fleets.
At the same time, competition remains heavily price-driven. Bike24 explicitly refers to high price sensitivity and intense competition. Part of the Dresden-based online retailer’s revenue growth is therefore likely to be attributable not only to improved market sentiment, but also to special offers, international expansion and increased market share.
E-bikes are losing their special status
Whilst road bikes and accessories are gaining ground, the trend for e-bikes appears comparatively lacklustre. Although a sales increase of around two per cent is positive following the declines of previous years, it still lags significantly behind the overall market. This could indicate that the next cycle of initial purchases is still some way off.
Josh Welz
Editor-in-Chief