Sustainability in the Bicycle Industry: Reassessing the Green Image, the Role of Offshoring, and the Potential of Reshoring and Material Innovation for Environmental Improvement

The bicycle industry is often considered inherently sustainable, promoting zero-emission transportation and reducing urban congestion. However, this study challenges that perception through a critical analysis of the bicycle lifecycle—covering production, material sourcing, distribution, and disposal— exposing significant environmental issues, including the use of energy-intensive materials. The analysis examines various case studies of manufacturers and their sustainability initiatives by engaging directly with those brands to discuss new regulations, their approach to sustainability, and their future plans. This study contributes to the debate by underscoring how reshoring and material innovation can help the bicycle industry reclaim its green image moving towards a more circular economy that minimizes waste and extends product lifecycles.