Industry Special EP2: The Ground Shifted

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…