IRVINE, CA – November 1, 2025 – The National Bicycle Dealers Association (NBDA) is proud to announce the launch of the 2026 Retailer Excellence Awards (REA): a prestigious program honoring the very best in North American bicycle retail.
Since its inception in 2012, the REA program has recognized retailers who exemplify operational excellence, community impact, and leadership within the cycling industry. Designed as a three-month business masterclass, REA provides participants with the tools, insights, and connections to elevate retail standards, increase profitability, and strengthen community ties.
Running from December 15th, 2025, through February 28th, 2026, the program includes a series of interactive components: KPI tracking, business benchmarking, community engagement, local press opportunities, and collaborative virtual meetings focused on growth and improvement.
This year's REA program is made possible with the support of Trackfly, Workstand, JBI, and Aurora Payments, whose sponsorship strengthens the NBDA's mission to advance specialty bicycle retail.
Retailers who complete the program earn recognition across four award tiers—Bronze, Silver, Gold, and Platinum—with top performers also eligible for the Distinguished Retailer Awards and the community-voted People's Choice Award. REA winners will be celebrated during an in-person awards ceremony presented by NBDA Executive Director Heather Mason at the NBDA Retailer Summit West on March 17, 2026, followed by a virtual recognition event on April 1, 2026.
The program is free to apply and open to all specialty bicycle retailers across North America, with NBDA membership not required. Suppliers, vendors, and sales representatives can support participation by encouraging shops to apply, employees can provide feedback on their store, and consumers can get involved by voting for their favorite shop for the People's Choice Award.
Applications open November 15, 2025, and the entry window closes December 15, 2025.
"Bike shop owners and their staff pour their hearts into what they do every day," said NBDA REA Program Coordinator Megan Schmidt.
"The REA program gives retailers the opportunity to pause, reflect, and celebrate that passion—by recognizing their teams, tracking key performance indicators, connecting with their communities, creating fun and engaging events, and setting the stage for continued growth and excellence."
For full details or to register, visit nbda.com/rea with signups going live on November 15, 2025.
