Chief Strategy Officer, Doug Baker will present ‘What’s Next 2024: A Data-Driven Look at Riders’ Appetite for Cycling in the Year Ahead’ in a webinar on 14th February

9th February, Bath: SHIFT Active Media, a leading global marketing agency with a core focus on cycling, is set to reveal its latest research enabling cycling brands to navigate the challenging landscape in 2024. The latest instalment of the agency’s research initiative ‘What’s Next?’, will be presented by CSO Doug Baker in a webinar on 14th February, open to the cycling industry.

Following the inaugural ‘What's Next?’ report in 2023 which uncovered the value of marketing investment during a downturn, the latest research provides further key insights and opportunities for brands in 2024. Using a combination of Google search data and SHIFT's own Rider Research Hub panel, SHIFT does see some continued challenges for the cycling category. However further decline looks unlikely and there are some areas for optimism including a 13% growth in searches for gravel bikes and a 5% point increase in enthusiasts planning to ride outdoors more than in 2023.

Other key findings show that consumer demand for cycling is unlikely to bounce back significantly in 2024, with the biggest challenge being less interest from new or entry-level riders. However, there are more positive outlooks for Gravel, eMTB and premium products. These figures, amongst others in the webinar, will offer brands the tools to navigate the year ahead despite the challenges the industry is set to face in 2024.

Doug Baker, Chief Strategy Officer, SHIFT Active Media, said: “The research we have carried out over the past 12 months has presented interesting findings vital to how the industry will respond to rider and consumer demand in 2024 but also identifying key opportunities for development looking ahead. The research is important for the industry in supporting cycling brands across all categories through this time and we are looking forward to sharing the next part of our ‘What's Next?’ series with our industry colleagues in the webinar.”

Following the presentation, attendees will have the chance to ask questions about the cycling landscape and opportunities for brands for the year ahead.

• Virtual webinar details
• 14th February
• 13:00-14:00 GMT
• RSVP Required