With the 2025 peak riding season approaching, the U.S. bicycle industry grapples with renewed tariffs and persistent supply chain challenges. PeopleForBikes, the national trade and advocacy organization representing the bike industry, is leading a comprehensive response, offering advocacy, analysis, business intelligence, and coordinated action at a moment of risk for the bike business.
Tariffs Threaten Industry Growth and Rider Access
As new and reinstated tariffs raise costs on bikes, parts, and accessories, particularly from China, the impact will likely hit entry-level and casual riders the hardest. According to PeopleForBikes’ participation data and demographic trends, these price-sensitive customers include younger riders, families, and lower-income household groups that were central to the industry’s post-pandemic growth and remain critical to its future.
“Tariffs risk pricing out the very riders we need to keep,” said Jenn Dice, President and CEO at PeopleForBikes. “These are casual riders, the parents buying first bikes for their kids, the future of our industry.”
Further, according to PeopleForBikes' research, casual riders are more likely to be younger and dependent on bicycles for affordable transportation and recreation. Rising prices on entry-level bikes and accessories could suppress new ridership and delay purchases or upgrades, undermining efforts to make cycling more accessible.
5 Ways PeopleForBikes Is Leading Industry Action
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Fighting for Fair Trade and Tariff Relief
PeopleForBikes is working with policymakers in the U.S. House Representatives and U.S. Senate for renewed tariff exclusions and trade policies that give the industry time to adapt, highlighting China’s current advantage in materials and manufacturing, especially for entry-level bikes. -
Delivering Insight and Actionable Resources
Through real-time updates, monthly policy memos, industry webinars, and a public-facing FAQ, PeopleForBikes helps companies understand shifting regulations and respond with clarity and confidence. -
Building Strategic Coalitions to Amplify Industry Voices
By uniting suppliers, brands, retailers, and partners, PeopleForBikes is shaping a shared advocacy agenda and building consensus for long-term change. -
Giving Members a Direct Seat at the Table
Members participate in Washington D.C. fly-ins, and outreach campaigns, including templated letters to Congress, to ensure decision-makers hear company specific challenges. -
Convening the Industry to Solve Emerging Challenges
PeopleForBikes will host the Electric Mountain Bike Summit, June 2–3, 2025, in Bentonville, Arkansas, bringing together land managers, recreation officials, and industry leaders to tackle access, infrastructure, and e-bike regulations. For more information about PeopleForBikes’ work building recreational access on public lands, please click here.
The Stakes Are High and So Is the Potential
Cycling contributes to a $1.2 trillion outdoor recreation economy and supports hundreds of thousands of jobs. Tariffs that raise costs threaten business growth and limit access for the very riders the industry aims to serve.
All this while ridership is growing. Participation is up 14% since 2016, more than triple the growth of the U.S. population. New riders are discovering bikes daily, and the industry has a chance to continue this momentum. PeopleForBikes and the industry are petitioning the administration and Congress to keep this participation momentum going.
3 Things You Can Do
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Join our Executive Fly-In - Convene in Washington, D.C. on June 11–12, 2025, or schedule a local meeting with your congressional delegation. You can also use our easy letter template to share the direct impact of tariffs on your business (letter template) | Contact PeopleForBikes’ VP of Government Relations, Ash Lovell Ph.D. at Ash@peopleforbikes.org to get connected.
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Sign On - PeopleForBikes is urging the Administration to grant exemptions for bicycles and bicycle components imported from China. Contact Ash Lovell Ph.D. at Ash@peopleforbikes.org to add your brand to the official letter.
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Join the Movement - Become a member of PeopleForBikes and join a powerful coalition of 325+ companies united to drive positive change in the bicycle industry.
About PeopleForBikes
PeopleForBikes is a national bicycle advocacy nonprofit and the U.S. bicycle industry’s trade association representing more than 340 bicycle industry supplier members and nearly 1.4 million individual supporters. Through our three areas of influence — infrastructure, policy, and participation — we accelerate the construction of safe, fun, and connected places to bike, advance pro-bike and pro-bike-business legislation, and reduce barriers to welcome more people to the joys of riding a bike. Our goal: become the best place in the world to ride a bike. Join us at peopleforbikes.org and donate to support our work.
