The Global Bicycle Purchasing Index (GBPI) is a joint initiative of fairnamic GmbH (organizer of EUROBIKE), IFH KÖLN (Institute for Retail Research) and the renowned industry magazine Bike Europe (VMN Media).
In a joint interview, Dr. Ralf Deckers, Head of Strategic Insights & Analytics at IFH KÖLN, and Christian Pfeiffer, Manager Brand Communication Digital at fairnamic GmbH, provide insights into the start of the project, the idea and vision behind the new tool and their personal hopes for the future of the index.
The bicycle market is considered dynamic, but also unconventional. In your experience, what distinguishes it from other markets?
Christian Pfeiffer: The bicycle market thrives on passion, a pioneering spirit and a high level of individualization - both on the manufacturer and retail side. This brings with it a great deal of innovative strength, but also a certain heterogeneity and lack of transparency. Many companies operate very locally or regionally, which makes the market and its movements more difficult to grasp.
Dr. Ralf Deckers: And at the same time, mobility is a central, socio-political issue that is constantly changing - this makes the industry both extremely exciting and challenging for us as an institute.
What inspired you personally about the idea of the Global Bicycle Purchasing Index, Ralf?
Dr. Ralf Deckers: I was particularly impressed by the combination of scientific standards and practical relevance. The GBPI is not a purely academic project, but should provide directly usable findings for market players - globally, consistently and reliably.
And of course the fact that we can now examine the bicycle market on a global level with a focus on the beginning of the supply chain in this depth.
What role does EUROBIKE play in this project - and why was it important to you to launch such a market study?
Christian Pfeiffer: As the organizer of EUROBIKE, we see ourselves as a platform for the entire industry - and therefore also as a source of knowledge and orientation. In the current market situation, we sense a great need for reliable data. The GBPI is our offer to create transparency and give the industry more strategic depth. When our friends at Bike Europe approached us with this idea, we were immediately enthusiastic about the joint project.
How was the GBPI structured methodically, Ralf? What was the focus when developing the questionnaire?
Dr. Ralf Deckers: We developed a modular concept: a stable core for market assessment combined with changing focus topics. The focus was on reflecting both economic developments and subjective expectations and moods. Multilingualism and Europe-wide comparability were also important to us.
From EUROBIKE's perspective: Why is a reliable sentiment index for the bicycle industry so important right now?
Christian Pfeiffer: As we know, the last few years have been strongly affected by exceptional factors such as the pandemic, supply bottlenecks and lockdowns. The consequences of this are still being felt by everyone involved. Many market participants are faced with the challenge of distinguishing between short-term movements and genuine trends. A regular index such as the GBPI can serve as an early warning system here - especially in such an globally networked industry.
What challenges arose during implementation - particularly with regard to the global panel structure?
Dr. Ralf Deckers: The biggest challenge was and still is the recruitment of a reliable, representative panel. The market is fragmented, globally distributed and access to those responsible is not easy. That's why close cooperation with fairnamic and Bike Europe is crucial - without their networks and credibility, this project would not have been possible.
What can manufacturers, retailers and the media learn from the GBPI results?
Christian Pfeiffer: I think the results offer both tactical and strategic clues: How are order behavior and sentiment developing? What issues are currently driving the players at the various stages of the supply chain? This primarily helps with procurement and product range planning as well as product development.
What is planned for the next survey waves - and how could the Global Bicycle Purchasing Index (GBPI) develop in the future?
Dr. Ralf Deckers: We are planning two to three waves per year, each tailored to seasonal market phases. In terms of content, we want to continuously develop the system - for example, by providing deeper insights into individual countries, stages of the supply chain or specific content-related topics.
In conclusion: What is your wish for the future of the Global Bicycle Purchasing Index?
Christian Pfeiffer: I would like the GBPI to become a reliable, established compass for the industry in the long term. That companies say: “Before we make a decision, we will look at the GBPI first.” If we achieve this, we have created real added value as a platform.
Dr. Ralf Deckers: My wish is that the GBPI will be used as a tool for a more professional, data-based development of the market. If we can help to make decisions more informed, discussions more fact-based and the industry more future-proof - then we will have achieved our goal.
Presentation of the first results at EUROBIKE 2025
Dr. Ralf Deckers and Christian Pfeiffer will speak together with Jan-Willem van Schaik (Bike Europe) on June 25, 2025 at 12:30 pm at EUROBIKE as part of the panel Mapping the Market: Indexes and Insights for the Industry, in which the first evaluation of the Global Bicycle Purchasing Index will also be presented.
About the interview partners
