In what will undoubtedly be the final nail in the coffin for two once-giant names in the online cycling retail world, Wiggle Cycles and Chain Reaction Cycles look to be heading into the portfolio of Frasers Group, better known to the consumer as Sports Direct.
Sports Direct bought the struggling Evans Cycles (plus the Vitus and NukeProof names) in 2018, a previously much-loved British local bike shop chain. They were snapped up by Frasers Group and turned into an empty shell of their former selves. The same group also bought ProBikeKit, another massive name in the online retail space.
Sports Direct now own at least four of the biggest cycling retail companies – in name, at least. Rumours have it that only the name and IP rights have been bought, not any remaining stock or staff. The Sports Direct parent company (Frasers Group) is owned by Mike Ashley. This guy:
Wait, no. That’s Rick Astley. We’re talking about Mike Ashley here. But it may as well be Rick Astley. I feel that the road cycling community is being Rick Rolled, one insolvency purchase at a time.
If you’re not familiar with Sports Direct, they are a mass “warehouse style” shop, a blight on the eye, littering otherwise-empty British High Streets up and down the UK. They survive on the buy cheap and sell even cheaper mentality of business. Everything in the store has highly misleading “on sale” tickets claiming anything from 40% to 90% off the “retail” price.
I guess Wiggle’s DHB own-brand cycling kit will end up being trashed and dumped into the murky cesspit that is the low-quality Sports Direct bargain bins, joining other once-good-quality brands such as Karrimor, Endura, and Muddy Fox. Back in England I was sent a bib short and jersey set from DHB to review, and was impressed with the quality.
RELATED: dhb Aeron Pro Bib Shorts and Jersey Review
Sports Direct isn’t to blame for this of course. Wiggle obviously made some huge financial and business mistakes to end up in this position in the first place. It’s been a slow downhill slide since they acquired Chain Reaction Cycles. Both brands always pushed to offer unbeatable prices. In a consumerist price-driven race to the bottom, there can never be too many winners. I’m guilty of buying from both companies over the years purely due to price, so I certainly I can’t absolve myself from any blame.
Still, it’s a shame to see them go out like this…
Two Wheels with TC 
If you have access to The Escape Collective podcasts, listen to “Industry Special: How did the bike industry get into such deep trouble?
The first three episodes have dropped. Number four is to come.
Fascinating stuff.
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I’ve actually been tossing up whether to purchase an Escape Collective subscription. The team always produced top notch content at Cycling Tips. I might have to give it a go.
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I had a Cycling Tips subscription. Following Wade Wallace and his team to Escape Collective is well worth it for me for the range of print and podcast content they create.
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Forgot to mention a key attraction for me re Escape Collective: 100% subscriber funded, as in no dependence on advertising revenue, therefore the site is ad-free.
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bought by VC’s who thought they’d found a cash cow but actually didn’t understand the industry. They’re business model killed my bike shop business years ago but I’m guilty of using them too so it would be virtuous of me to sit on either side of the fence. I’m not really bothered about the name or the business. I’m just sorry for the staff and suppliers who get caught up in the crossfire
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Although the writing was on the wall, it must still come as a massive shock to all the hard working employees be told everyone here no longer has a job.
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I’ll miss DHB. They were a great value brand 😔
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Same. I wish I’d ordered a couple of extras now!
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I agree, it’s really sad. In their prime both Wiggle and Chain Reaction were very good and I’m a big fan of DHB kit as value for money.
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https://www.cyclingnews.com/news/once-the-warehouse-is-clear-its-game-over-wigglecrc-lays-off-almost-every-staff-member/
😔
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ProBikeKit used to be my source for Campagnolo, as parts are hard to find in the US (and when they are found, they are pricey). I just checked and they have a total of 6 Campy products available – and nothing as “ancient” as my 11 speed Super Record.
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Geesh, 11-speed? What are you some sort of primitive retro grouch? 😛😅 Campag parts are certainly hard to come by these days. I doubt many local bike shops would stock any as the market for them would be pretty small.
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Harder to find are parts for my pre-Hyperglide 6 and 7 speeds. ;)
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My online go to here in the US are Competitive Cyclist, (who seem to ship stuff from Backcountry something or other) and sometimes Bike Tires Direct. I used to use Colorado Cyclist, but they stopped carrying anything I used. The LBS? Nothing is ever in stock for my now 14 year old bicycle. I did once have to buy a tire locally and it cost nearly twice the online not on sale price. I’ve been buying mostly Voler cycling kit as it is sewn here in California. That is all online. Good stuff. Costs about what Pearl Izumi used to at the LBS ten years ago, but lasts better.
The wheels I got recently were sourced from a UK shop. LBS had nothing but very low spec for the same or more money. Or I could do custom build for silly money, locally. Nope. Gone are the days when I could buy rims, spokes, nipples and hubs and build my own. I’ve yet to encounter a shop with a spoke threading machine and cutter.
My closest LBS does sell a bike brand I would like, but don’t have much as far as stock. For a whole bike purchase local is what I want. We shall see how it all boils down.
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Competitive Cyclist is owned by Backcountry.com, which is, in turn, owned by TSG Consumer Partners.
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I’d guessed at the Backcountry ownership, but never looked further. Eventually there will be only one, as each investment group offloads to the next.
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Most of the local bike shops around here have had to cut inventory quite a lot. There’s still one that has a full workshop for servicing, wheel building, repairs, etc, but it is located in a warehouse off site (cheaper rent). I do like to support local where I can, but it is tough sometimes, especially when you can order online and get it quicker and cheaper.
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The biggest issue for me was their customer service. I had an issue with a shock pump that they point blank refused to help with. Managed to source a part myself from Rose to fix it. Haven’t used Wiggle since.
Nice photo by the way.
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That photo of us is an old one now, but still one of my favourites.
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