A bike shop owning friend tells me of a recent customer, who was very interested in a top-spec, full-price Trek Madone. He asked numerous questions that put a bike shop owner much in mind of an upgrade to his summer holiday plans, and opened a chink of light to the possibility of his still owning a solvent bike shop in January 2025.
However. “Where’s the throttle?” asked the customer.
“Um?”
“The throttle, you know, the motor control.”
“It’s not an e-bike,” said my friend, a bit reluctantly.
“You want £14,000 for it, and it doesn’t even have a motor?” asked the customer. “You have to just pedal?”
“Yes, and no, and, well, yes.”
“You’re mental,” said the customer, and left.…