Leisure Cycling Entrepreneurialism in Johannesburg, South Africa

It is estimated that by 2050 as many as five billion bicycles could be in use globally. Reasons for this growth vary, with utility cycling strong in Europe and Asia; while in the United States of America, Canada, the United Kingdom, Australia and New Zealand cycling is a sport and leisure activity, with cycling deemed the ‘new golf’. Within this context, there is a rise in community or local bike shops (or LBS) which sell bicycles, related equipment and services. This qualitative study explored LBSs in greater Johannesburg, focusing on who the entrepreneurs are, how they service their clients, and what links the sector has to serious leisure. It was found that the owners demonstrated high levels of serious leisure cycling engagement and passion for the sport. A sense of being part of a bigger cycling community strongly influenced their entrepreneurial practices. This included how they ran their businesses, the employees they hired, as well as how they viewed cycling in general. The research also yielded insights into operational and sectoral realities, trends and challenges. Generally, it was found that the local bike shops in greater Johannesburg are key players in the supply, growth and development of sport and leisure cycling, thereby making a positive contribution to the cycling community. This is important in the light of the COVID-19 challenges experienced by the sport and leisure sector, as a loss of these shops will likely have a negative impact on cycling in Johannesburg.