10/09/2026
This one might ruffle some feathers.
It is a challenge to survey the landscape of the bicycle industry. The topography changes frequently. There is disruption that is all at once exciting, curious, and concerning.
Interpreting it really depends on who is standing behind the surveyor’s tripod.
What’s the primary feeling I currently experience? It’s that I currently don’t know where it feels good in order to enjoy participating within the industry.
Many manufacturers are reducing margins or requiring increased buy-in to preserve margins to only turn around and offer discounts multiple times throughout the year.
Distributors are stocking fewer items and/or opening their own consumer-direct models in order to stay afloat.
Cycling media feels corrupted by clickbait, hot takes, and pay-to-play stories.
A digital publication I had hoped to enjoy in its journalistic and editorial format has become another player in a scheme to falsely fortify its value by offering discounted purchasing codes for its members.
While a majority of my business is based in service, I do have a portion of retail sales dedicated to supporting my clients and doing custom builds. I have recommended to many of my clients that they become a paying subscriber to this aforementioned member-funded model because the writing, content, and passion are the driving forces for why it is such an excellent digital publication.
But maybe I just needed to accept the irrelevance of it all to how I operate my own business.
The number one seller I have in stock is me: Tommy Barse. One of one.
What the industry chooses to do, no matter the entity, is beyond my control.
It’s not a personal attack against me.
But I will question the decisions.
And I will reach out to colleagues and manufacturers to convey how some decisions can devalue, undercut, or go against the foundational values that initially attracted support.
Writing this has helped me to process these feelings. I feel confident in what I provide to my local community as well as the inspiration I have given to many that exist in this bicycle industry space.
Reminding myself that what I do is the antithesis of what is being produced and pushed in this current landscape. It’s honestly very liberating.
I will continue to fortify and grow Cutlass Velo in the best way that I can: with integrity, honesty, and good stewardship for a better experience for a wonderful community. That is staying true.
Photo by Igor Shteynbuk