Switzerland

Although the number of bicycles delivered in Switzerland fell again by around 25,000 units in 2025, the trend in sports bicycles and e-bikes provided a ray of hope, as sales in these categories started to rise again. Looking solely at specialist retailers, excluding major distributors, rising figures were recorded in almost all sectors. However, the Swiss bicycle suppliers' association, Velosuisse, still refers to being in a 'consolidation phase.'

Scott has announced the appointment of Hsuan Boon Tan as co‑CEO, serving alongside the existing co‑CEO Pascal Ducrot. Hsuan Boon Tan will be based at the company's global headquarters in Switzerland. The company writes that, "the appointment marks the company's progression into a new phase focused on sustained growth and strengthened overall economics following a successful stabilisation period after several turbulent years for the industry."

At Velofollies this month, Stromer took the opportunity to present its new concept for the future in an exclusive area requiring pre-access and no mobile phones. Behind the veil was a concept of the brand's new speed pedelec, which aims to make its debut at Velofollies in 2027. As part of the announcement, the company initiated a 365-day countdown to the launch. Although no photos or press kits were given, the new speed pedelec will be the fruits of four years in development and marks 'the future of Stromer'.

Viiala, the Swiss-based mobility company, has entered a strategic partnership with Spoke to integrate its V2X technology directly into its premium e-bikes. This integration ensures that Viiala bikes will be seen by equipped cars in real time, even without line of sight, making Viiala one of the first premium e-bike brands to offer vehicle awareness as a built-in capability.

GIVISIEZ, Switzerland - What a "gift": Just before Christmas, the arbitration tribunal of the International Chamber of Commerce (ICC) in Paris confirmed that long-time patron Beat Zaugg must definitively sell all his Scott Sport shares to majority shareholder Youngone Corporation. At the same time, it set the (provisional) value of the package at around CHF 20 million (€21.5 million), the Swiss platform CH Media reported. This (almost) seals the deal in this spectacular power struggle.

GRENCHEN, Switzerland - Swiss bike manufacturer BMC Switzerland AG, with its brands BMC, Scor and Adicta Lab has communicated a CEO change at the start of next year. On 1 Jan., BMC's Chief Sales Officer (CSO) John Glett will be promoted to Chief Executive Officer (CEO). He will succeed David Zurcher, who is ending his 12-year tenure at the top.

VALAIS, Switzerland - "We want to disrupt." That is the clear goal of the new project by ex-Stromer co-CEO Tomi Viiala. Joining forces with an elite set of partners, he is launching a new brand, Viiala, to push the current boundaries of innovation within the bicycle industry. The e-bike and speed-pedelec range hitting the market in 2028 will have a price tag to match its space-based technology and watch-industry backing. Is the bicycle industry ready for a giant leap?

ZEIST, The Netherlands - Will the European e-bike market ever reach the market share of 70%-80% that industry insiders dreamed of during the boom years of 2017-2019? An overview of e-bike market share by sales volume in Austria, Germany, the Netherlands, France, Italy, the United Kingdom, Spain and Switzerland clearly shows a slowdown in sales and even a contraction in some markets.

Will the e-bike market in Europe ever reach a market share of 70% or even 80%, as predicted by industry insiders during the boom years of 2017-2019? An overview of e-bike market share by sales volume in Austria, Germany, the Netherlands, France, Italy, the United Kingdom, Spain, and Switzerland clearly shows a slowdown in sales, and even a contraction in some markets, but there are some silver linings. This online magazine examines the current sales trends across Europe.

AARAU, Switzerland - In 2024, the bicycle industry in Switzerland was in a far deeper trough than in Germany or The Netherlands. Total sales fell by 54,000 units - a drop of 14%. It is worth noting that sales of e-bikes are still in the shadows of regular bicycles as market share remains locked in at around 45% for the past three years.

DENKENDORF, Germany - In a strategic acquisition, Pinion owner Bombardier Recreational Products Inc. (BRP), has acquired the FIT 2.0 business of Biketec GmbH from its owner, the German dealer cooperative, ZEG. The intention is to expand Pinion's portfolio in the core business of e-drives. The financial details of the BRP investment remains undisclosed.

GENEVA, Switzerland - The UN 'Decade of Sustainable Transport (2026-2035)' might give a boost to the promotion of cycling on a global scale. On behalf of the international bicycle industry, gathering at the World Bicycle Industry Association WBIA, Manuel Marsilio explored how this will give a follow-up to the Masterplan for Cycling Promotion.

PARIS, France - As reported by several Swiss media, Paris-based arbitration tribunal of the International Chamber of Commerce (ICC) handed down its verdict regarding Scott Sports SA (or Scott Sports Group) ownership. According to the ruling made on 6 February, Beat Zaugg, who is still co-owner of Swiss bike and winter sports supplier, is to cede his 47% stake in the company to majority owner Youngone Corporation.

HUTTWIL, Switzerland - As predicted, Flyer production is being relocated to ZEG's Kettler factory in Germany. Only a skeleton team for Swiss dealer support will remain at the Swiss site in Huttwil. They will remain alongside sister company Biketec GmbH with its connectivity solution FIT which has not been affected by the exodus, but only after intense negotiations.

HUTTWIL, Switzerland - The closure of production at Flyer in Huttwil is now a sad certainty. Following the conclusion of the consultation process, CEO Andy Kessler announced yesterday that at least 150 employees will soon be made redundant. The media only learned of this unfortunate pre-Christmas news via dealers and employees; owner ZEG has not disclosed any information.

HUTTWIL, Switzerland - The reorganisation plans for Flyer as announced last week by ZEG caused a big scratch on the image of the Swiss company which once stood at the forefront of the e-bike boom in Europe. Shortly before the announcement, CEO Andy Kessler discussed the inventory situation at Flyer and finding a way back to 'normal', but also their relationship with owner ZEG and the market dominance of Bosch during an interview with Bike Europe.

HUTTWIL, Switzerland - A big disappointment for the Swiss e-bike industry came forward yesterday when owner ZEG announced their future plans for the Flyer facility. In an ad hoc press release ZEG states their plan to largely close its long-standing site in Huttwil and possibly continue production outside of Switzerland.

OBERWANGEN, Switzerland - After 11 years at Stromer, co-CEO Tomi Viiala has decided to step back from the operational business and leave the company. The reason given is to "spend more time with his family, who live in Finland." Viiala will remain a shareholder of Stromer.