The Bicycle Association Market Data Service is a real game-changer. Suppliers are able to see how many items are actually being sold and this helps make better buying decisions. Retailers can see if slow-moving stock is their problem or a market issue. I can now see the average sale price of a product across the independent bike dealer (IBD) channel and compare with my results. I know what my overall market share is for a product range and I can then look at how each brand performs. With real data I can confidently go to my bankers and prove with confidence that although retail lending is a dirty word, my industry is doing well.