Where is the best place to open a bike shop?

Are you considering starting a bike shop or bicycle repair business? Then location is key. The Netherlands is a cycling nation: on average, every resident owns more than one bike, and nearly one-third of all trips are made by bicycle^[1], but where is your best chance of success? On this page, we explain what makes a location suitable, which trends influence the demand for bikes and repairs, and why understanding the local market is essential for a strong start.

Location suitability: what makes a place attractive for a bike shop?

Bike shops tend to perform well in areas where people cycle frequently. Consider:

City centers and busy shopping streets. These see a lot of daily cycling traffic. Cities like Amsterdam, Zwolle, and Groningen have very high cycling rates (up to 60% in Groningen^[2]).
Near train stations or public transport hubs – Cyclists often use their bike to get to the station and are looking for quick repairs or accessories.
In residential neighborhoods with many families or students – These groups use their bikes daily and often need repairs or replacements.
Near schools and campuses – Students cycle intensively and typically need basic city bikes or second-hand models.

Visibility, accessibility, and ample bicycle parking also play a role. Be mindful of nearby competitors or large chains as well.

Who are your customers and what are they looking for?

Demand for bicycles and repairs is consistently high in the Netherlands:

There are more bikes than people: about 24.1 million bikes for just over 17 million residents.^[3]
Each year, Dutch people collectively cycle nearly 18 billion kilometers.^[1]
E-bikes are booming and accounted for 56% of all new sales in 2023. The average sale price rose to €1,815.^[3]
Maintenance is in high demand: 93% of e-bike owners get annual servicing, usually at a bike shop.^[4]

Additionally, the use of leased bikes and service subscriptions is growing. As a shop owner, you can offer maintenance packages, pickup services, or quick repairs.

Competition: obstacle or opportunity?

There are around 2,770 bike shops in the Netherlands, mainly in the Randstad and major cities^[5]. Whether nearby competitors are a problem depends on the context:

In a big city, each neighborhood may have its own bike shop without direct competition.
In a small town with one established shop, it may be harder to gain a foothold.
Customers often stay loyal to their regular bike mechanic, so relationships and reputation matter.
Competition also comes from webshops, hardware stores, and electronics chains. Stand out with personal service, expert advice, warranty handling, and local presence.

Trade associations: support and network

As a new bike shop owner, you can consider joining:

BOVAG Fietsbedrijven – Industry group offering quality labels, training, and legal support.
RAI Vereniging – For suppliers, manufacturers, and market data (less relevant for individual shops).
Retail groups like Bike Totaal or Profile – Support with marketing, purchasing, and automation.

Don’t underestimate location choice

The best location isn’t always the busiest one, but the place where your target audience lives, works, or passes by. Want to know if a specific address is suitable for a bike shop? Request a report. You'll see which neighborhoods in your municipality offer the most potential, how many potential customers are nearby, and whether there’s direct competition.