Sliced Bread20 Mars 2025

Dough - Series 2: Bicycles

How can the bicycle industry recover from sales that plummeted after the pandemic?

The entrepreneur, Sam White, hosts Dough - the BBC Radio 4 series which looks at the business behind profitable everyday products and where the smart money might take them next.

In each episode, Sam, and the futurist, Tom Cheesewright, are joined by product manufacturers and industry experts whose inside knowledge gives a new appreciation for the everyday things that we often take for granted.

Together they look back on a product’s earliest (sometimes ridiculous!) iterations, discuss how a product has evolved and the trends which have driven its profitability.

In this episode on bicycles Sam and Tom hear from expert guests including:

- Nikki Hawyes - the chief executive officer of Whyte Bikes - Andy Smallwood - the chief executive officer at Pashley Cycles - Simon Irons - the Data and Insights Director at the Bicycle Association

They explain how the boom in sales during the Covid-19 pandemic bottomed out, creating huge turmoil from which the industry is still trying to recover.

They trade opinions on the bicycle's 'game-changing' innovations and come up with some classic suggestions for 'pointless' innovations too, before Tom draws on his expertise as a futurist to imagine what bicycles could be like in the decades to come.

Dough is produced by Jon Douglas and is a BBC Audio North production for BBC Radio 4 and BBC Sounds.

Sliced Bread returns for a new batch of investigations in the spring when Greg Foot will investigate more of the latest so-called wonder products to find out whether they really are the best thing since sliced bread.

In the meantime, Dough is available in the Sliced Bread feed on BBC Sounds

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