Strong summer cycling finance trading offers encouragement across the sector, reports V12
Strong summer cycling finance trading offers encouragement across the sector, reports V12
Posted on 18 Sep 2026
V12 Retail Finance has reported strong summer trading among bike retailers, with June consistently outperforming previous years and finance volumes in both July and August 2026 notably higher than in previous years.
The figures come against a wider backdrop of tentative recovery in the cycling sector, although it is too early to say whether the stronger summer performance represents a sustained change in demand. Retailer feedback, market data and continued demand for higher-value bikes all point to some improvement, but the autumn and winter months will provide a clearer test.
A stronger summer for bike finance
V12 says it has seen strong peaks during summer months when cycling finance activity would not typically be expected to be as high, particularly June, July and August.
Some of this increase may be explained by retailer growth and new partner acquisition, but the company says wider market trends also support the stronger performance.
Wider cycling market shows signs of recovery
The wider UK cycling market returned to growth in 2025 for the first time since 2020, with total market value increasing by 5% year on year to just under £1.9 billion.
The Bicycle Association's data, which covers around 70% of the UK cycling market by volume, showed growth across mechanical bikes, e-bikes, parts and accessories and services, with the market's recovery partly linked to a revival in mainstream recreational and family cycling.
E-bike value was particularly notable, increasing by 10% in 2025 despite more modest 2% growth in unit sales, reflecting the contribution of higher-value models to the market.
This could be relevant to retailers offering finance, as higher-value purchases can give customers more reason to consider spreading the cost rather than paying the full amount upfront.
Cycle to Work continues to support demand
Cycle to Work remains another source of demand, with the Cycle to Work Alliance reporting continued growth during 2026.
More than 54,000 certificates were issued during Q2 2026, while certificate volumes were up 2.77% year on year across the first half and active employer accounts increased from 27,977 in H1 2025 to 31,201 in H1 2026.
Earlier data had also suggested that traditional seasonal patterns in Cycle to Work activity could be becoming less pronounced, although the sector continues to experience stronger demand during warmer months.
Weather may have played a part
The exceptionally warm and settled summer is also likely to have contributed to stronger cycling activity and retail footfall.
Cycling is particularly sensitive to weather and seasonality, with Government data noting that people have historically been more likely to cycle in good weather.
Retailers across the sector have also been reporting busy stores, increased footfall and strong workshop activity, although these reports are anecdotal rather than a measure of the whole market.
The increase in finance applications may nevertheless suggest that the summer activity was not solely weather-driven, with customers continuing to commit to higher-value purchases through flexible payment options.
What it could mean for independent retailers
For independent bike retailers, the combination of stronger summer activity and continued demand for higher-value products underlines the role finance can play in converting interest into a completed purchase.
Offering customers a way to spread the cost can make a larger purchase more manageable, while giving retailers another route to close a sale when the upfront price is a barrier.
V12 proposition is that simple finance options can give customers more ways to say yes: when customers are confident about how they will pay, they may be more comfortable committing to what they want to buy.
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