Introducing Issue No. 1
The gears have changed.
Unroads is a punchy industry perspective on where cycling is heading next — beyond categories, towards culture, versatility and relevance.
52.7%E-bikes now represent more than half of total bike sales in Germany.
10%Gravel is the fastest-growing segment in the non-motorised market.
67.4%Specialist retail remains the cultural and commercial center.
+13.5%Workshop revenue shows how service becomes a real growth driver.
Why Unroads
An editorial handout for the next chapter of cycling.
The publication positions cycling not as a set of rigid categories, but as a culture in motion shaped by adaptability, service and lifestyle integration.
Riders did.
Unroads draws a direct line from market data to brand thinking: riders move across road, gravel, commute, indoor and e-bike contexts without asking permission from old category logic.
That shift changes what products mean, how retailers win and which stories build relevance. Less spec obsession. More context. More culture. More connection.
Three signals
What the paper puts on the table.
A compact strategic take for industry insiders, retailers, media and anyone who believes cycling’s future is bigger than old labels.
Versatility wins
Gravel, light e-bikes and multi-purpose setups reflect how people actually ride now: fluidly, across contexts, not inside categories.
Service matters
Workshop and aftersales are no longer support functions. They are growth engines, loyalty builders and retail differentiators.
Culture compounds
Specs may sell once. Stories, relevance and belonging build long-term brand equity and stronger market momentum.
About the author
The perspective behind Unroads
A brand-led perspective on cycling’s shift from rigid segments to a more fluid, culturally relevant market.
Culture builds equity.
Thomas Laschet is a brand and marketing executive focused on driving brand strategy and growth through strategic marketing and creative leadership.
As Chief Brand Officer at GROFA, he leads brand portfolio development and shapes go-to-market strategies across the company’s House of Brands.
Unroads translates that perspective into an editorial format — connecting market signals, rider behavior and brand relevance in one compact handout.
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