U.S. Bicycle Market Analysis by Product Type (Mountain Bikes, Road Bikes, Hybrid / City Bikes, Electric Bikes (E-Bikes), Folding Bikes, Cruiser Bikes, BMX Bikes, Kids’ Bikes, Performance / Racing Bikes, Cargo Bikes), Age Group and Sales Channel: Consumption (Million Units), Pricing Analysis, Trends and Forecast Till 2033

Market Overview

U.S. Bicycle Market recorded a sale of 14.5 million units in 2024 and is estimated to reach a volume of 46.6 million units by 2033 with a CAGR of 8.6% during the forecast period.

The growing popularity of e-bikes has emerged as a significant factor reshaping the U.S. bicycle market. This transformation is evident in the substantial increase in both unit sales and market value, changing how Americans perceive cycling. In 2024, e-bikes accounted for approximately 30% of the total U.S. bicycle revenue, with around 920,000 e-bike units sold alongside about traditional bicycles. This trend highlights the increasing consumer demand for electrically assisted cycling options.

The appeal of e-bikes extends beyond recreational riders; they are drawing interest from a wide demographic, including older adults seeking less strenuous exercise and commuters seeking efficient, eco-friendly alternatives to car travel. In urban areas, as much as 35% of e-bike owners utilize their e-bikes for daily commuting, often replacing short car trips and reducing reliance on traditional motor vehicles.

E-bikes enhance accessibility and practicality for a broader range of riders due to innovations in pedal-assist technology and battery-powered support, which make long rides and challenging terrains more manageable. For older riders, this means continued participation in cycling without the fatigue typically associated with conventional bikes. Urban commuters particularly value the time savings and lower operating costs compared to cars or public transit. This shift in consumer behavior is evident with direct-to-consumer e-bike sales reaching approximately 450,000 units in 2024, totaling around USD 850 million. This figure effectively doubles previous U.S. e-bike sales, illustrating strong online demand.

Additionally, broader lifestyle trends support the growth of e-bikes. Consumers increasingly prioritize health, outdoor activities, and sustainable transportation, all of which align with the benefits offered by electric bicycles. Adoption among younger riders is particularly noteworthy, with a significant percentage of individuals aged 18–34 choosing e-bikes for commuting and leisure activities. This demographic change signifies long-term potential, as younger consumers are integrating e-bikes into their daily routines rather than viewing them as niche or infrequent purchases.

From a market size perspective, analyses suggest that the U.S. e-bike market will continue to grow robustly beyond 2025, with significant increases in both unit sales and revenue projected for the next decade. As e-bikes capture a larger share of the overall bicycle market and expand into new segments like cargo and utility models, they are broadening the addressable market and encouraging traditional bike riders to consider upgrades.

Overall, the rise of e-bikes signals a structural shift within the U.S. bicycle industry, driven by enhanced accessibility, evolving commuter habits, and broader trends related to sustainability and health. With e-bikes now constituting a significant portion of market share and continually attracting new rider groups, they are positioned to remain a key driver of growth for the U.S. bicycle market in the coming years.

Brand Recall Analysis- Top of Mind

The U.S. bicycle market displays a clear hierarchical structure regarding brand recognition, with both top-of-mind awareness (TOM) and aided recall (AR) indicating the varying strengths and visibility of different players within the industry. Trek Bicycle Corporation stands out as the market leader, boasting a top-of-mind awareness of 28% and an aided recall of 65%. This dominance can be attributed to Trek's established presence in the U.S. market, a robust distribution network, and a diverse product range that includes conventional bicycles, mountain bikes, road bikes, and electric bikes. Ongoing marketing initiatives, sponsorships of professional cycling events, and a strong presence in both specialty retail and e-commerce have reinforced consumer familiarity, making Trek the first brand that many American cyclists think of.

Specialized Bicycle Components closely follows, with a top-of-mind awareness of 22% and aided recall of 58%, showcasing its strong positioning within the performance and professional cycling segments. By specializing in high-performance road, mountain, and hybrid models, along with innovative features like advanced suspension systems and proprietary components, Specialized has cultivated brand loyalty and enhanced recognition among cycling enthusiasts and competitive riders.

Rad Power Bikes, a newer player in the market, demonstrates noteworthy traction with a top-of-mind awareness of 15% and aided recall of 50%, reflecting the growing influence of e-bikes in the U.S. landscape. The brand's rise in awareness is largely driven by the surging interest in electric bicycles, effective online marketing strategies, and a strong focus on urban commuting and recreational riding. By emphasizing affordability and direct-to-consumer sales, Rad Power Bikes has successfully appealed to a diverse demographic, including older adults, urban commuters, and recreational cyclists, positioning e-bikes as a viable alternative to traditional bicycles.

Advanced Sports International, which owns brands such as Fuji Bikes, records a top-of-mind awareness of 8% and an aided recall of 35%. This indicates moderate market visibility, supported by a niche appeal and selective distribution channels. Although not as recognized as the leading brands, Advanced Sports International has cultivated a loyal customer base through its mid-range and performance-oriented offerings.

Smaller or boutique brands, including Detroit Bikes, Co-Motion Cycles, and Gunnar Cycles, show lower top-of-mind awareness, ranging from 2% to 5%, with corresponding aided recall between 10% and 25%. These brands cater to specialized market segments such as commuter and custom touring bikes, and premium steel-frame enthusiasts. Their recognition is primarily found within dedicated cycling communities and among urban commuters seeking unique or customizable options.

The “Others” segment, which includes regional brands, emerging manufacturers, and niche players, overall commands a combined top-of-mind awareness of 17% and aided recall of 55%. This indicates that while individual smaller brands might not be widely recognized, collectively they maintain a meaningful market presence and consumer consideration.

In summary, the U.S. bicycle market is characterized by a concentration of awareness among a few dominant brands, along with a variety of niche and emerging players. The data on TOM and aided recall highlights the strength of established brands like Trek and Specialized, while also showcasing the rapid growth of e-bike-focused companies such as Rad Power Bikes. As consumer preferences shift towards electric and urban mobility solutions, the interaction between established brands and innovative newcomers is expected to influence market dynamics, driving unit sales and revenue growth across both conventional and electric bicycle segments. The presence of mass-market leaders alongside niche specialists contributes to a diverse and competitive landscape, appealing to a wide range of consumers from casual riders to competitive cyclists.

Segment Analysis- Sales Channel

The U.S. bicycle market is significantly shaped by its distribution and sales channels, with specialty bicycle stores representing approximately 52% of total sales. These stores have historically been the backbone of bicycle retail in the U.S., providing expert advice, personalized service, and a broad range of products for various consumer segments, such as performance cyclists, recreational riders, and enthusiasts of electric bikes. Their dominance illustrates the importance consumers place on knowledgeable staff who assist with bike fitting, maintenance, and customization. Furthermore, specialty stores offer access to high-end and niche products that are often unavailable through other retail formats. They also act as community hubs, building customer loyalty through local cycling clubs, workshops, and events that enhance brand awareness and encourage repeat purchases.

Sporting goods stores account for 19% of the market, primarily targeting entry-level and recreational bike segments. Chains like Dick’s Sporting Goods and Academy Sports provide a convenient shopping experience for families and casual riders, benefiting from their presence in suburban and urban shopping centers, competitive pricing, and frequent promotions that drive volume sales. Mass merchandisers also play a vital role, capturing 17% of the market by reaching price-sensitive consumers seeking convenience. Stores such as Walmart and Target focus on affordability and standard models, particularly during the spring and summer seasons.

Though online retail currently comprises a smaller share at 4%, it represents a rapidly growing segment, mirroring changing consumer behaviors toward e-commerce. This growth is fueled by the convenience of online shopping, easier comparison of models and prices, and the rising popularity of direct-to-consumer and e-bike brands. Consumers are becoming more comfortable purchasing bicycles online, especially mid-range and electric models, with home delivery and assembly services helping to mitigate traditional barriers to online bike purchases.

Direct-to-consumer (DTC) brand websites hold 8% of the market, serving as a strategic channel for manufacturers and premium brands. Companies that utilize DTC sales can effectively bypass traditional retail markups, offer customizable options, and establish direct connections with their customers. This approach has proven particularly successful for e-bike brands and boutique manufacturers targeting tech-savvy, younger, and urban demographics.

In summary, the U.S. bicycle market is primarily influenced by specialty stores, which lead in revenue and consumer impact, while sporting goods stores and mass merchandisers address the needs of volume-driven and price-conscious buyers. The growth of online retail and DTC channels, although smaller at present, reflects broader trends in digital commerce and the increasing adoption of e-bikes, indicating a gradual shift in consumer purchasing habits. This multi-channel landscape ensures that the market remains accessible, diverse, and capable of meeting the needs of riders across all segments.

Company Analysis

The U.S. bicycle market analysis covers leading companies such as Trek Bicycle Corporation, Specialized Bicycle Components, Rad Power Bikes, Advanced Sports International (Fuji Bikes), Detroit Bikes (Beacon Manufacturing), Co-Motion Cycles, Gunnar Cycles, along with several other notable players.