"Forme bikes are expected to be bought from a local shop - what does the customer get out of that?"

Cycling Active questions independent dealer’s worth

Cycling Active has questioned the worth of the bike retailer in a review comparing a direct to consumer brand with one sold only via independent retailers.

Printed in the April edition, the IPC run magazine says: "Unlike Dolan, which supplies its bike straight to the customer, Forme bikes are expected to be bought through your local bike shop, which normally accounts for 30 per cent of the price in profit. What does the customer get out of that? Some personal service, a basic set-up, and a free first bike check-up. At even the most conscientious bike dealer, that’s unlikely to add up to £500."

With ABC audit figures just published, Cycling Active has posted a decline in readership, dropping from a print tally of 25,004 readers per issue, to a combined print and digital tally of 23,152. The £4.25 print magazine made up 22,555 of the sales, on average, per issue.

The print extract is found below:

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