The cycling industry doesn’t lack innovation. It lacks direction. Brixen Papers #10 defines where we stand … Brixen Papers #10: Defining Goals – Choosing Direction Before Acceleration. Action Required!Read more
Brixen
Brixen Papers #09: What Really Defines “Innovation” in Cycling – Product, Culture, or Storytelling?
Innovation has become a word the bike industry likes to repeat, not necessarily practice.Standardised platforms, fear-driven … Brixen Papers #09: What Really Defines “Innovation” in Cycling – Product, Culture, or Storytelling?Read more
Brixen Papers #06: The Dealer Gap
The bike industry loves to talk about innovation, but the story often gets lost at the … Brixen Papers #06: The Dealer GapRead more
Brixen Papers #06: The Dealer Gap
The bike industry loves to talk about innovation, but the story often gets lost at the … Brixen Papers #06: The Dealer GapRead more
Brixen Papers #03: The Bike World’s Marketing Fiasco
Cycling didn’t lose its magic overnight; it bled out slowly through specs, discounts, and marketing that … Brixen Papers #03: The Bike World’s Marketing FiascoRead more
Brixen Papers #05: The Lack of Digitalisation
Everyone talks about digitalisation, yet only a few take real action. The cycling industry isn’t short … Brixen Papers #05: The Lack of DigitalisationRead more
Brixen Papers #05: The Lack of Digitalisation
Everyone talks about digitalisation, yet only a few take real action. The cycling industry isn’t short … Brixen Papers #05: The Lack of DigitalisationRead more
Brixen Papers #02: The Eurobike Sabbatical – A Clear Answer for 2026
Eurobike’s collapse is not the crisis — it is the symptom. In this Brixen Paper, we … Brixen Papers #02: The Eurobike Sabbatical – A Clear Answer for 2026Read more
Brixen Papers #03: The Bike World’s Marketing Fiasco
Cycling didn’t lose its magic overnight; it bled out slowly through specs, discounts, and marketing that … Brixen Papers #03: The Bike World’s Marketing FiascoRead more
Brixen Papers #04: The Bike Brands’ New Competitors
The wave isn’t coming. It is already here. Asian manufacturers are moving faster, listening harder, and … Brixen Papers #04: The Bike Brands’ New CompetitorsRead more