Brexit is part of it, I'm not saying its the sole cause, I'm not that naive.Having read the article I came away with this:
Secret Accountant fears that more bicycle businesses will fail this year, and he's not alone. What's causing this global slowdown in bike sales? If there's one single reason – and, in a complex world, this is unlikely – the reason would be fashion. Cycling is in one of its periodic troughs. As I explain in my book Bike Boom the popularity of cycling – both in sales and in use – seems to go in 15–20-year, er, cycles.
No one would be pleased to see any industry suffer but it is just too convenient to lay the blame on Brexit - would seem that you're out of fashion this year.
We're still growing and taking market share, of what is clearly a decreasing market, but we're having to be aggressive to do that, and that's included massively cutting our margin to help absorb the cost of the declining £. So our end consumer prices are more competitive. For example our margin on eBikes is 1/2 what it was 2 years ago! That's not an easy cut for any business to make, but we're having to do it.
We've done this because we're small and our overheads are lower, so we can be lean.
But this has knock on effects, no investment, less marketing, plans for more staff have been put on hold, etc etc. All this impacts on other business and people who supply us.