In 2025, we saw some dramatic brand shakeups on par with 2024. Some of those like Rad Power Bikes and YT Bikes will drag on into 2026 before being concluded. Below we can see that the count of brands leaving the US has slowed only slightly to 104 brands leaving the US market. An additional 21 brands stopped selling via DTC and focused on their core custom or IBD segments. This leaves us at ~771 brands competing for the US complete bicycle and frame market going into 2026
Participating retailers in the Bicycle Industry Data Exchange can see a full list of all of the bicycle brands identified, including distribution channels and international exposure on the dashboard here: https://data.research.bike/d/ef8pgiy3rt0qod/brands-list?orgId=1
Overall, these brands leaving the US market is a good thing. In 2023 we had 961 brands competing for what we now know was a declining bicycle unit volume market. That was ~ 12,000 bikes per brand. Today’s figure of 771 brands in the US, even accounting for declining unit sales is closer to 13,500 bike units per brand. Naturally, some brands sell many more units, while some may only sell a handful a year.
Pivoting to look at how these brands left the market, we can see that nearly three fifths of those closed their doors in 2025. There are an additional 9 brands that appear to have closed since their only distribution channels show now stock available, indicating no revenue. These are labeled as Zombie Brands below. Those brands who stopped selling bicycles generally retreated to other verticals or parts and accessories.
85 of the 104 brands that left the US market in 2025 competed in the DTC market. This 82% figure is slightly above the 75% of brands who continue to compete in DTC going into 2026. The additional 21 brands that left DTC often sold off their remaining stock product to focus on custom work, or shifted their channel strategy to go more through brick and mortar retailers.