Market Data Service

Welcome to the Bicycle Association's Market Data Service, powered by Sports Marketing Surveys Inc (SMS).

A real first for the cycling industry, the Market Data Service provides game-changing retail sales market insights for the specialist and generalist sales channels. Covering over 50% of the market, the Service has now launched, including full data for 2018 and 2019 from participating retailers.

This gives our members access to real, monthly sales data across bikes, parts, accessories, and services; data which can be cut and diced in our dashboard in thousands of ways: by category, channel, price-point, brand, product, even by region to give your business the insight you need to drive performance, stay competitive, and boost your bottom line.

It also gives us, as the industry’s national trade body, powerful data to help influence Government for policies which support market growth. The service is run not-for-profit by the Bicycle Association for the benefit of the UK cycling industry.

Market Data Service

The Market Data Service went live in April 2020 and keeps over 300 businesses up to date with the latest market trends. The service is run by Sports Marketing Surveys Inc. (SMS) on behalf of the BA, and is open to all UK cycling businesses.

Key facts about the service:

  • There is a free-to-access login for IBDs willing to anonymously contribute their data. IBDs don't even have to be BA members.
  • For retailers, brands and distributors who want more granular reporting, and are prepared to join the BA, there is also a paid-for premium service that provides granularity down to product and regional level.
  • Sales and stock data is collected at SKU level automatically from retailers' EPOS systems without any need for manual intervention. No-one can see an individual stores data (except SMS).
  • SMS already works directly with the following till providers to collect data; Abacus, Ascend, Citrus Lime, Cybertill and Seanic. SMS may also be able to create bespoke connections with other till systems otherwise there is a manual submission route which means ALL retailers are able to take part.
  • Historic data goes back to January 2018, giving you a two-year trend, and it’s updated monthly. Depending on access level, reports can be viewed either as all-on-a-page static tables or as tailored views that can be configured within the dynamic on-line dashboard.

  • All sales data is collected at Actual Selling price and reflects sales to consumers only. No brand or wholesaler sell-in or profitability data is included.
  • Over 50% of the UK cycle market is included (by turnover) and the BA is aiming for 70% coverage within the first 12 months
  • SMS collates and categorises cycling transactions passing through the tills of High Street generalist multiples, online cycling specialists, regional multiples and circa 250 independent bicycle dealers (IBD)s. Specialist and Generalist retailers are split, giving each a relevant series of metrics to chart, as well as a total market overview.
  • Subscribers are able to benchmark their own performance vs the segment they operate in and the market with clear areas of under and over-performance identifiable. This will generate robust and granular insights with which more profitable decisions can be made.
  • .


Subscription to the service is only available to cycling businesses selling within the UK and is not for sharing within the public domain without the express permission of the BA.

Government, academic, media and any other organisations can make individual data requests by clicking here.

Please see below for access level detail and pricing:

1. IBD View

IBDs who provide their data can create a free “IBD” login and access reports by clicking here. Your login includes customised “my business vs the IBD sector” views, so submitting your data is critical to giving you that personalised view.

2. Supplier Premium Views
(Gold, Silver, Bronze, charges apply)

Brands, suppliers and wholesalers can enquire about or request premium access here. Prices start from £167 per month and are scaled depending on the size of your business, the level of information required and how long you wish to subscribe for. Gold, Silver & Bronze views are also open to stores who wish to pay for an upgraded view.

Service Level IBD Bronze Silver Gold
Accessible to: Retailers Only Suppliers & Retailers
Market Totals with split by Category, Retailer Segment and Channel of Sale (By Month, Qtr, Year) Market Summary Dashboard
My Business Vs the Market Interactive Dashboard
My Business Vs My Segment (Generalist or Specialist) Interactive Dashboard
My Business Vs The IBD Sector Interactive Dashboard
Category & Sub-Category – drill-down data Interactive Dashboard
Price Band Interactive Dashboard
Stock Cover Interactive Dashboard
Channels of Sale (Shops, Click&Collect, Online) Interactive Dashboard
Brands Interactive Dashboard
Products Best sellers (coming soon) Interactive Dashboard
Regional Split across 7 main UK areas Excel Table
Market & Segment Totals (By Month, Qtr, Year) Excel Table
Market in detail across: value sales, unit sales, average prices, stock value/units Excel Table
Channels of Sale Excel Table
Categories Excel Table
Stock Cover Excel Table
My Business Vs My Segment Comparison (with under/over performance automatic highlighting) Excel Table
Price Band Excel Table
Brands Excel Table
Products Best sellers (coming soon) Excel Table
SKU Count totals (coming soon) Excel Table
Regional Split across 7 main UK areas Excel Table

BA MDS Reports

The Dashboard and downloadable Excel tables are also accompanied by regular PDF reports. Written by the BA's in-house team, in conjunction with SMS, these provide insight and guidance on the main findings within the data. All new subscribers get access to all existing reports.

Selected reports are available for purchase by companies who are not BA members or MDS participants. To enquire about purchasing any of the MDS reports, please contact, telephone 0203 857 4411, use the chat function or contact us.

The first major publication was our 79-page 2019 vs 2018 'baseline" report. Click the cover below to preview the full contents list:

2018-2019 report cover

We've now followed that with an 89-page "COVID Impact Report" covering Jan-October 2020. The full report is now available for £3000, reduced from £4000. Please contact us as above to enquire about purchase or click the cover below for a contents list preview:

2018-2019 report cover.

Meet some of our supporters

Click below to hear what some of our supporters are saying about the service.

Nigel Roberts

UK General Manager, Trek Bicycle Corporation Ltd

Paul Kenchington

Director, The Bicycle Chain (Owner of five IBDs in the South West)

Jerry Lawson

Chief Frog, Frog Bikes

Heather Baker

Director, Saddles & Paddles (Independent Bike Shop in Exeter)

Why we need Market Data

To become stronger

Overall, the cycling industry has enjoyed a sustained period of success in the past two decades, in spite of the lack of market insight. Reliable market data can help everybody raise their game and grow the market even more. Data helps businesses understand consumer buying patterns better, through benchmarking, right down to a granular level where it’s needed. Buying, Forecasting, Sales and Marketing teams can all make better informed decisions with data to hand. Understanding your performance versus the market is key to growing sales and improving your profitability.

To be influential

National and local government is coming to terms with three big concerns: congestion, pollution and obesity. Cycling is uniquely placed to tackle all three. Yet in comparison to the road and rail lobby, we’ve historically had little authority at the table. Although we are becoming more influential, we need to raise the bar, using good data and insight to make our case. The high quality, real-time insight offered by the Market Data Service can help us demonstrate the value of the cycling Industry to the economy. And ensure cycling is embedded in government transport policy.

Who's in?

The service currently has a wide range of leading retailers and IBDs contributing data, as well many of the biggest brands and distributors subscribing to the service. We really want to encourage as many stores as possible to take part by contributing their data and using the reporting service. The more participants contributing their data, the more accurate read of the market we will have and the more useful it will become.

The following bricks and mortar and on-line retailers all contribute data to the Service:


Slide 1
Slide 1


Slide 1
Slide 1

Plus ca. 250 independent bike shops (IBDs), with more joining each month.

We would also like to recognise the support of the following brands and distributors who have supported the development of the service in addition to the above:

Slide 1
Slide 1

Market Data Content and Uses


The Market Data Service contains detailed, structured information including all of the following:

- Total market trends
- Segment trends
- Channels of Sale
- Your business performance vs the average
- Average price points
- Growth sectors
- Seasonality
- Brand Performance *
- Regional Splits *
- SKU Counts & Best Sellers *
- Stock Days Cover*


Retailers and suppliers alike can use the data flexibly to match their own business needs. For example, to inform about:

- Market Share
- Market Size/Potential
- Benchmarking vs Averages
- Range Planning
- Buying
- Forecasting
- Stock Planning
- Marketing
- Sales Team Targeting
- Investor Relations

*Certain features within smaller sub-samples of data are not live yet, they will only be released when carefully checked and are statistically valid/reliable.

Retailers and suppliers can take a deeper look “under the hood” by downloading the User Manual here.

Suppliers are invited to e-mail us to request a demonstration of the service.

Exclusive Deals On Compatible Till Systems

Our aim is to work with all the EPOS till providers that our bike shop members use in order to enable the transfer of data and to develop the service in the future. If you are looking to install a new EPOS till system, we are delighted to offer the following BA exclusive deals from all our EPOS till partners, as follows:

Abacus is a well proven and popular cycle trade specific EPOS system backed by over 35 years of development. It includes data feeds from the major brands and offers a fully integrated e-commerce website, workshop and marketing software to improve stock turn and cashflow and help maximise profits.

Abacas is offering Bicycle Association partners the complete Abacus EPOS software suite, installation and training for half price, plus a 10% discount on all hardware.

Learn more at

Ascend is a cycle specific retail management system designed specifically by Trek. Our 40 years in retail & manufacturing combined with Ascend only supporting bike shops gives us the advantage of understanding our industry better than any other system provider and with new releases every 3 months as a part of your subscription we can react fast to changes in our industry.

As part of our shared commitment to the Bicycle Association all members receive a third off their Licence Fee and three months free subscription. At Ascend we like to be as clear and transparent as possible so unless you’d like to buy some new computers you’ll find NO other hidden charges.

Learn more at

Citrus-Lime are specialists in providing Retail Systems to the Cycling Industry with proven success for IBDs like you. Working with major suppliers in the industry to facilitate better relationships between Suppliers and Retailers, to improve customer service for the consumers. Cloud POS is the only end-to-end retail solution available in the Cycling Industry. As well as Supplier Integration, we also cover, Workshop, Customer Rewards and Cloud Reports, designed to increase Achieved Margin, through efficient stock turn and weeks cover. We also offer a fully integrated Ecommerce platform, with the option of some Automatically Activated product from your top Brands. Would you like to launch an Ecommerce site, which automatically activates product for you?

We are working with the Bicycle Association to achieve their goals, and have a fantastic offer for their customers. *No HW, Training or Set Up Costs, with a Cloud POS License starting at £51p/month. Please give Grant or Marc T a call today to discuss on 01229 588628, email or visit

*T&Cs apply.

Established in 2001, Seanic Retail has provided Cloud based EPOS software to bike stores. All our development has been customer led and bike store specific with seamless integration to i-bikeshop websites.

The system has all the functionality necessary for a bike shop including workshop and supplier product information. It is easy to use, intuitive and comes with 24/7 telephone support. We also offer a free 60 day trial to make sure the system works for you.

There is no setup or installation fee and no tie in contracts, just a monthly charge of £86 per month per store.

We offer BA members 25% discount on your first year's support.

Your initial monthly cost will be £64.50 plus VAT.

Call Sean on 01926 338932 or 07813 674018 for a chat or email

One of the world’s first cloud-based EPoS and retail management platforms, Cybertill enables a real-time single view of stock, sales and customers to retailers across all touchpoints including integrated systems, branded and pop up retail shops, mobile point of sale, click and collect points, franchise stores, concessions, and e-commerce. Cybertill has over 700 general retail, charity, and visitor attractions customers that use its RetailStore and CharityStore platforms across over 7,500 locations globally. It is the leading cloud-based retail management software provider in Europe.

Cybertill is pleased to offer any Market Data Service retailer signing up a 10% discount.

Please go to to find out more, or make contact via or call on 0800 030 4459 to find out more.

About Sports Marketing Surveys Inc (SMS)

The Bicycle Association's Market Data Service is managed under contract by Sports Marketing Surveys Inc (SMS). SMS is a specialist research agency with global reach and 35 years’ experience. SMS’ full range of quantitative and qualitative approaches provides comprehensive analysis in more than 100 sports and leisure activities. The resulting insight and strategic recommendations support some of the biggest brands, retailers, events, venues, federations and governing bodies around the globe to grow their business and get closer to the people who matter.

SMS operates the BA’s Market Data Service, as well as similar US programmes in tennis, running and surf / skate. SMS also regularly measures participation, consumer perceptions and the purchase process. In doing so it applies rigorous, modern research techniques and reporting methods designed to create actionable insights.

SMS is trusted by some of the most respected institutions in the world, including Wimbledon, The Open and the Olympic Games.

Please visit or contact the team at to learn more.

The market data service was designed by the BA, in conjunction with SMS, and reflects best-practice learnings from food and other sectors, uniquely tailored for the cycling industry.


How can I trust that my data will remain anonymous?

SMS Inc are an established, trusted and reliable service provider in the sports survey arena. No-one except SMS can see individual business’ raw data. No other business or store, nor the BA, can see your raw data. Data is cleaned and aggregated by SMS so that other companies only see averages and totals.

I don’t have a till in my shop so how can I take part?

You can either buy a till system using one of the BA exclusive deals or you can submit your data manually each month.

I’m a cycling business not currently in the UK or a potential investor and would like to access the service. How should I proceed?

Please click here to submit details of your request.

How do I join the market data service?

Please click here to open our sign-up form.

How long does it take to sign up?

Approximately 5 minutes.

I’ve got more questions. How do I speak to someone about market data?

Please click here to submit your query.

Sign Up Now

To sign up to the Market Data service - as either a data contributor or as a buyer - takes just minutes. Click below to fill out our sign-up form now and we'll be in touch ASAP to complete the process.

Sign up now