In episode one of this series — 'False Dawn' — we looked at the mistaken optimism the bike industry faced when the world opened up after the pandemic.

The more you dig into this story, the clearer it becomes that the boom and bust was only the surface. Underneath it, something more fundamental had already changed.

In this episode — which we're calling 'The Ground Shifted' — we hear from people who work at various levels of the supply chain about how the customer has changed, how the selling landscape has been redrawn, how private equity saw opportunity and moved in, and all the unexpected forces that have held back recovery — layered on top of structural problems that were already there long before COVID ever arrived.

Please note that this is a preview and the full version of the series can be accessed by becoming an Escape Collective member. You can find out more about how to join here: http://www.escapecollective.com/OvernightSuccess