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NBDA Expands P2 Profitability Project Program for Retailers by Adding E-Bike Specific Group

Published March 12, 2024

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Irvine, CA – The National Bicycle Dealers Association (NBDA) announces the expansion of its Profitability Project Program (P2) with the addition of a dedicated group for e-bike retailers. The P2 initiative, launched in 2006, aims to provide specialty bicycle retailers with a collaborative platform to enhance sales, profitability, and customer experience. With the evolution of the industry, the NBDA recognizes the increasing significance of e-bikes and the unique challenges and opportunities they present for retailers.

P2 groups, comprising a maximum of 15 non-competing retailers, convene virtually on a monthly basis and at least once per year in person. Through these gatherings, participants share insights, compare strategies, network, and analyze specific data from their businesses to facilitate operational improvements and strategic decision-making.

Heather Mason, President of NBDA and moderator of the P2 program, explained the rationale behind the formation of the e-bike group: "As the landscape of our industry undergoes significant transformations, achieving profitability in bicycle retailing has become more challenging than ever. Responding to the growing demand from retailers seeking every competitive advantage, we have established a dedicated group to address the unique dynamics of e-bike sales."

A cornerstone of the P2 program is its emphasis on data-driven decision-making. By collecting and analyzing metrics from participants, the groups identify key performance indicators (KPIs) crucial for driving profitability. These metrics include labor sales as a percentage of total sales, gross margins on bicycles, average sales per transaction, sales growth, inventory turns, and more.

Ken-Woody Smith, owner of Bike Mart and a long-time participant in the P2 program, attested to its efficacy: "I have made more money over the 7+ years I have been in a P2 group than any other resource. Being able to benchmark against other dealers and seek advice from experienced peers is invaluable."

In addition to data sharing, P2 participants leverage decades of collective retail expertise to enhance operational practices within the group. Chad Pickard, P2 Moderator, remarked, "We are seeing more retailers dedicating expanded retail space to e bike sales and service.  This changing business landscape demands continuous improvement and the P2 Program allows you to learn from multiple retailers facing the same challenges while offering diverse solutions. The group dynamic fosters innovation."

Building on its legacy of fostering collaboration and driving profitability, the NBDA welcomes retailers to join the specialized e-bike group within the P2 program. Designed to optimize net profit, cash flow, and balance sheet health for retailers with significant e-bike sales, this initiative offers targeted discussions and insights tailored to the specific needs of participants.

Retailers interested in joining a P2 group, including the new e-bike-focused cohort, are encouraged to contact Heather Mason at

For more information about the NBDA and the P2 program, visit the NBDA’s website.

About NBDA: The National Bicycle Dealers Association (NBDA) is a non-profit organization representing the interests of independent bicycle dealers in the United States. Committed to advancing the bicycle industry and promoting cycling as a healthy and sustainable mode of transportation, the NBDA collaborates with industry stakeholders to address critical issues and foster growth within the cycling community.

For more information about the benefits of NBDA membership and to join, please visit the NBDA Website.


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