"Discount shaming" comments fellow editor Tobi spontaneously when I broach the subject. That pretty much sums up the question I'm asking myself: should I be ashamed to buy a new bike at one of the current discount campaigns? And more to the point: does it really help the bike industry to throw brand new bikes at customers at a 40% discount or even more? Or does it just help to alleviate the misery a little?

At the request of Ride, Cube headquarters said: "There are currently many discount campaigns across all brands and sectors in the retail sector. We can understand that when you buy a new product, this topic can cause some confusion." They give their dealers price recommendations, but have no influence on the price at which they sell their bikes. "Actually, there's nothing to be said against buying a bike now," concludes the Cube team from Waldershof.

Christian Bättig, who has been an importer of mountain bikes for over 30 years with his company Chris Sports (including Rocky Mountain and Mondraker), puts his answer in even clearer terms: "If the responsibility for the discounts is shifted to the customer, then I understand the world even less than I currently do." Walter Schärli from Intercycle (including Wheeler, Bixs) also argues fundamentally: "The economy is based on supply and demand, so nobody needs to have a guilty conscience about accepting an attractive offer." He adds a warning: "But you should only buy something if you really need it."

He's got me there. My mountain bike is actually still at least as good as my riding skills, even though it's been with me since 2018. Others would have bought something new long ago. I missed the opportunity to sell it on at a good price by a long way. There's nothing to stop me riding it for another three or four seasons. Especially as I've already replaced the most critical parts once. But now would be a good opportunity to equip myself for the next six seasons.

Bättig draws another comparison: "If I had stayed a carpenter - my original profession - I might earn 5,500 francs a month. Maybe my wife wouldn't be working and I'd have two teenage children who love to ride their bikes. Is it reprehensible if I buy mountain bikes for 600 francs from a discount store?" He answers the question himself: "No, it's not. I think it's good if as many people as possible ride bikes. Even if I'd rather people bought two Mondraker bikes from us."

So I have nothing to be ashamed of, at least from the point of view of industry professionals; I'm grateful for that. The other question is: am I helping the industry if I profit from the discount battle as a war profiteer, so to speak? Of course, many retailers and importers are delighted to be able to empty their warehouses, get rid of dead weight and get some cash in the till. But there is also a danger in this.

Discounts are still a problem

"At the moment, we are destroying the industry a little," says Schärli, "many customers now expect such low prices before they buy anything." A 40% discount is also certainly more than the margin that retailers originally wanted to achieve. In other words: if you give a 40 percent discount, you're probably making a profit. The question is whether and when it will be possible to raise prices back to a level that retailers can live on. With their own brand Bixs, they would not take part in the discount game, explains Schärli. "We also have too much stock, but we haven't ordered twice or three times as much. We also have a strong group behind us." He is referring to the Hostettler Group, to which Intercycle belongs. Intercycle's existence is definitely not under threat.

The important thing is that retailers are now reflecting on what has led to the current situation, says Schärli. "And they can also live with lower margins if they become more efficient," he is convinced. Ultimately, every bike sold also means turnover for the workshops. Bättig adds: "The workshop turnover shows that bikes are still booming. We simply have to get back to normal sales figures."

So what can we do to alleviate the post-Covid hangover of bike stores, importers and manufacturers? Walter Schärli recommends: "Bike, bike, bike and infect people with it." Christian Bättig sees the next construction site here: "Too many people between the ages of 14 and 25 don't ride bikes - because they can't look at their smartphone at the same time." He is convinced that the cell phone is the bike's biggest enemy. That's why his company also has products in its range that make cycling fun for families. Anyone who discovers the fascination of cycling as a child will hopefully remain loyal to it, even if the screen eats up their free time.

I'll summarize: The industry needs people who cycle. The price at which they can do this is decided by those who sell the products. If you want to secure a lot of karma points, buy a bike from a specialist dealer without a discount. And good to know: I'm already implementing the most important support measure anyway: Cycling, on the trail, on the road, in the city and in the country, the more the merrier.