I think that it is a call I think that all of this experience and where we're at today

I think that the real conversation we're having is is the bike industry going to see

this moment for what it could be, which is an opportunity to get more

sophisticated. We have buyers that want to bring in our stuff but can't right now

until they move some other inventory and so we're in a pretty tough spot playing

a bit of a waiting game and sitting and

waiting is not what we're good at and it's not very comfortable.

Someone with one of the major brands told me they were they were spending a million

dollars a month to store their inventory on bikes and so I don't know how many bikes you have to have in a warehouse that it cost you a million dollars in storage fees, but it's a lot.

The consensus within the building was pretty unanimous that what the COVID period had done was just accelerate the

accelerate the bike industry through almost

almost inevitable change that we would have gotten to anyway. This is the third episode in our series that takes a deep dive into what the bike industry experienced during the COVID boom and how it got into the trouble it's in now.

In the last episode we heard from various industry professionals about the early warning signs

that told them that this bubble was about to burst,

and some of the reckless behavior and pressure that was being put onto various

parts of the supply chain by some big brands.

But it's not so clear cut.

We're also beginning to hear some finger pointing in all directions and I suppose the

fragmented nature of the bike industry makes it really easy for things to slip through

the cracks and in hindsight it was perhaps a recipe for disaster.

In this episode entitled The Famine.

We zoom into the time frame when the demand came to an abrupt halt and what the bike industry

...