What makes the cycling business different, with Ben Robinson

CYCLING INDUSTRY’S E-COMMERCE PROBLEM Hosts: Rudi Khoury & Marcel Berger Guest: Ben Robinson (E-commerce expert, former Shopify, based in Singapore) CORE PROBLEM The cycling industry is drowning in digital transformation failures while other sectors thrive. Why? KEY BLOCKERS IDENTIFIED Product-obsessed, customer-blind approach: Engineering trumps user experience Tech specs overshadow actual rider needs Brutal entry barriers for new cyclists: Impenetrable jargon Fit complexity Overwhelming product options Zero standardization across brands Channel conflict paralyzing brands: Fear of alienating bike shops blocks DTC innovation No direct customer relationship = zero usable data Middle-men controlling the entire customer journey Logistics nightmare: Shipping large boxes of “air” = prohibitive costs Assembly burden falls on confused customers UNTAPPED OPPORTUNITIES Southeast Asia explosion: Active lifestyles + government incentives + economic growth = perfect storm Brands missing the fastest-growing global market Localization as competitive edge: Not just translation—payment methods, cultural context, end-to-end experience Trust-building trumps technology every time Secondary market leverage: Bikes as assets, not consumables Predictable resale value drives upgrade behavior Repeat purchases activated through smart secondary market strategies PROVEN SOLUTIONS FROM WINNERS Canyon’s playbook: DTC-first mindset + strategic service networks Cross-border hedging: Protection against market volatility Headless commerce: Flexibility without technical debt CRITICAL QUESTIONS FOR BRANDS Do you know who actually buys your products? Are you solving real customer problems or just engineering challenges? What’s your strategy for capturing APAC growth? How are you addressing the secondary market opportunity? CONNECT & SHARE Listen: Apple | Spotify | Google Follow: @listentotheroot across all platforms Website: therootpodcast.com Guest: Ben Robinson Hosts: Marcel Berger | Rudi Khoury Tags: #CyclingIndustry #Ecommerce #DTC #RetailStrategy #APAC Share link: therootpodcast.com/cycling-ecommerce Newsletter: therootpodcast.com/subscribe © 2025 The Root Podcast CONNECT & SHARE Listen: Apple | Spotify | YouTube Follow: @listentotheroot across all platforms Website: therootpodcast.com Guest: Matt Bates Hosts: Marcel Berger | Rudi Khoury Tags: #DataStrategy #Construction #BusinessIntelligence #DecisionMaking Share link: therootpodcast.com/data-gridlock Newsletter: therootpodcast.com/subscribe © 2025 The Root Podcast