Pedals - Clipless MTB

In the old days, quite a long time ago, we used to be in with a chance of selling pedals at something approaching RRP. But then came all the City money, buying/growing online retailers, it's been all the rage. They drive prices way below often our cost price. Great for consumers but not so good for many of these idiot online retailers, Evans Cycles went bust in 2018 owing a fortune, Mapil Topco, owner of Wiggle and ChainReaction, somehow managed to lose £132.5m in 2018.

Clearly, we can't sell Shimano Ultegra pedals for £150 when they are £90-£100 online. So we just give in and sell them for £100, pretty much zero profit but with all the advice, setup and aftercare. Crazy maths but that's our world.

It's not all bad. Some of the suppliers that fed these online monsters with deals have woken up and smelled the coffee and are now supporting independent bike shops with margin support and periodic deals to be as competitive or even more competitive, while making enough profit to pay local wages, business rates and contribute to their local economies and communities.

So, we've been able to sell those Shimano M8100 race pedals for £65 against an RRP of £95, those Wellgo superlight pinned pedals for only £35 against an RRP of £45 and those PDR540 light action road pedals for £35 against an RRP of £50 and still actually make some money.