Biggest bicycle company is not who you think

Biggest bicycle company is not who you think

A few years ago a company based out of the Netherlands surpassed everyone else in the industry with their purchase of Dorel Sports who own Cannondale. This company is none other than PON Holdings. Now, they technically don’t have a single brand that is the biggest in the world based off of sales but because they own so many brands it has pushed them to the top.

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When most people are asked the question of what Bicycle Company do you think is the largest they usually come up with giant Trek or specialized they wouldn’t be totally incorrect if we were talking about the biggest brands in the world but as far as an entire company goes all

Three of them got overtaken by a behemoth a few years Ago if you would like to support the channel in any way just hit the like button subscribe leave a comment share the video all of that helps who would you think is the largest Bicycle Company in the world you have the American Behemoth out of waterl tre one of The

Originators of the mountain bike craze and now owned 49% by Marita specialized and then there’s Giant bicycles being the leader in production with at one point in time producing upwards of 85% of the bikes sold globally and then finally we have Pawn Holdings now if we’re solely talking the bike industry

Many of you have probably never heard of on Holdings just listen to what they have on their list of brands that they own kooy canondale CLL derby cycles that’s like the owner of focus GT gazelle Iron Horse Mongoose Santa Cruz valetti Schwin there’s more than that

The list goes on and as a couple of years ago they even bought one of the biggest bike chains on the west coast of the United States Mike’s bikes and whenever they purchased Mike’s Bikes and der rail Industries a few years ago I started to really kind of wonder who is

This Pawn Holdings and they have a much more storied past than I realized we are going to mainly focus on when the bicycle portion of Pawn Holdings was formed but it really does help to know some broad Strokes of history with the pond family because the company is

Actually to my surprise still owned by the pawns you know I just realized I’m not sure if I’m saying that correctly pawns is how I read it pawns pawns we’re going we’re going to go say pawns Ben Pawn sen was a Dutch businessman and owned the first dealership outside of

Germany to sell Volkswagen as the years grew the pond dealership did as well they started importing pores into the Netherlands they partnered with Audi and eventually separated the dealership from the export business because of this growth so now at this point in history Pawn had become a massive importer and

Exporter of vehicles based out of the Netherlands Ben Pawn had a son who was also named Ben you know all Ben Jr who in the early 80s Incorporated the pawn Holdings that we know today Ben Jr was to no shock of anyone a race car driver competing in a season of Formula 1

Racing L races I don’t know why my brain fixated on it this is the weirdest thing and he was also actually in the Olympics for ski shooting now we’re going to fast forward a bit because this is where things start to get interesting Pond Holdings is doing great making a

Ton of money in the car business and then in 1998 they decide to open Pawn North America but they still really aren’t in the bicycle game then it takes all the way until 2011 for them to buy one of their first bigger bike brands with gazelle after that it looks like

Something lit a fire under Pawn Holdings rear end in 2011 they take over importer ship of cello 2015 they acquired s Cru bicycles 2021 they acquired Mike’s Bikes they also in 2021 acquired derell Sports Cannondale uh in 20122 they took over valetti that is just in a 10-year span

Hitting the high points within that they took over Derby which is focus and multitude of other brands so in a 10year span they basically went from like 0% of their revenue came from the cycling industry to a whopping 40% of their revenue is from the bicycle industry so

What happened leading up to 2011 that made Pon really get into the bicycle business me personally my best guess being in and around the industry uh researching Pawn as they are knowing what happened around that 2010 time frame it’s uh specifically bicycles as Transportation or ebikes I did a short

Video on electric bicycles but around that 2010 Mark was when we started seeing the first iterations of the current electric bicycle and the ebike boom really started to take hold then and people in the Netherlands rely a lot less on cars and more on public transit and bicycles as their main mode of

Transportation unlike us here in the US so again I want to reiterate within the family of paon Holdings the bicycle and e-bicycle business has already grown to 40% of what their traditional Automotive division generates that’s huge while paon has been a Volkswagen group importer to the Netherlands for 75 years

Their bike and ebike operation started only in 2011 and they went from complete 0 to 40% in essentially let’s just round a 10 years and think about it I looked up some statistics 75% of Dutch people own a pawn made bike 4 million Dutch cyclists use a pawn bicycle daily

And one in five E bikes in Germany is a pawn brand the technical term for what pawn is essentially investing in is micro Mobility essentially anything smaller than a car that is lightweight like a scooter or a bicycle and if you start to look at Pawn as a

Transportation company not so much a sporting goods company the acquisition of all these bike companies really start to make sense so to recap Ben Pawn senior his dad owned a business it’s kind of where this entrepreneurial ship started back in the 1800s he did have bicycles at his shop then you have been

Paon who really started the Import and Export of Volkswagen he actually actually was one of the biggest or not biggest he was one of the first exporters of Volkswagen products to the United States they Branch off to where their car dealership and an export business uh then the 80s hit Ben Pond Jr

Makes Pawn Holdings um and then in 2011 they decide to get into the bicycle business and that starts taking off because I think that they see over in the UK that uh Transportation like bicycles is a pretty big chunk of the market whereas here in the US unless you

Live in some sort of major city like New York you have to own a car to get around even where I live the the closest grocery uh to get food at is I don’t know 8 Miles which I would do that on my bike all day long but you’re on public

Roads that have no shoulders or nowhere for you to ride your bike so you’re just at the mercy of people hopefully being nice enough not to run you over and kill you so having a car is pretty essential here so now we are up to the current times

Let’s have some speculations about what pawn just did um and how they are really upsetting the the market in my opinion so if you really take a hard look at Pawn’s Automotive business they essentially purchase dealer networks in the US to distribute the brands that

They have if you look into them they did this with car dealerships in the US Pawn’s biggest acquisition in my opinion was the recent derell Industries who own the brand canondale canondale is the fourth biggest brand brand in the US currently there is about 6,300 Mainline

Bike shops in the US and 44% of those carry one or more of the top three brands giant Trek specialized if you know anything about the bike industry most of your smaller bike shops will choose one of the big F line Brands to have in their store while also carrying

A smorgus board of smaller brands that they they enjoy this means Pawn has a fairly uphill battle to get into the local bike shop Market and to compete with the top three that’s why I believe they purchased Mike’s Bikes Mike’s Bikes was the biggest seller of specialized

Bikes in the US and even though pwn said they were not changing anything about those shops specialized pulled all their bikes out of those shops because of the acquisition so wouldn’t pwn just insert brands that they already own into local businesses that they already own I think

Bicycle retailer magazine put it best we have Pawn which controls a powerful staple of bike brands that can’t find enough premium retailers to sell their product and pawn has a business model of acquiring retailers to sell Brands it represents so seemingly that would be what they are trying to do they are

Trying to break out big into the US market and I haven’t dealt with Pawn Holdings the bike shop did carry canondale back in the day but that has been a very long time ago but I am here for what pawn is doing they are taking a very non-tradition additional route cuz the

Big three you’ve got the two American brands which is specialized you’ve got Trek and then you’ve got the Taiwan giant giant you know specialized in t started as bicycle companies giant started as a manufacturing company and then you’ve got pawn pawn started as an automotive importer and exporter a a

Transportation company they weren’t getting into bicycles because of the sport of cycling or mountain biking or whatever you want to call it it’s they are a transportation company so I kind of like them coming in and upsetting the market and changing stuff because to me when you have competitiveness within a

Market that is the number one time for a consumer you’ve got technolog is going to get better quicker because they’re competing with each other prices are going to get better because they’re competing with each other customer service is going to get better because I think times have started to change

Especially after Co where people were looking for the best deal and now they’re looking towards customer service and a good deal if that makes sense I’m I’m very curious what pawn is going to do what their future holds I’d love to actually talk to a couple bike shops

That have worked with Pawn get their input on it that’s where it is so the the biggest bicycle company over the last few years has been Pawn Holdings again that is not brand brand is still I think in the US Tre maybe um I think Giants third uh specializes second

That’s what I got for you hope you guys enjoyed this one um I’m hoping to get to some uh some Bike Shop videos after after my orb video had a ton of people say they want to see more of the inner workings of small business bike shops

I’m I’m working on that for you guys uh yeah so I’ll see you in the next one later