Done my part: bought 2 Treks this year so far.

Sales comparisons: it should be obvious that sales in 2025 would have been down relative to the previous year, and the year before and the year before. Covid was exceedingly rare boom event for outdoor activities and associated sales, and everyone who was even remotely involved in the industry knew that this could not have lasted before folks got back 'normal'. Plus ebikes, domestic protectionist-induced trade wars, government spending-induced inflation and the inexorable aging of the population. Plus kids having higher priorities these days such as Roblox and Tik Tok.

Now the big-3 brands have to deal with a perhaps greater threat: that the 'offshore' brands are making product that rivals or exceeds the specs and quality of even the elite-level domestic brands. Kitted out with UCI stickers, ridden by pro teams, and available direct-to consumer at a much lower cost.