In a recent conversation with Stijn Vriends, CEO of the Vittoria Group (tires), we discussed the significant impact of the newly announced tariffs and the subsequent 90-day pause that was implemented on April 9th, 2025. As uncertainty looms over the cycling industry, I wanted to share some insights from a leader who’s navigating these turbulent waters.

The Current Situation

On April 10th, just one day after a 90-day pause on blanket tariffs was announced by the United States, I sat down with Stijn to discuss how these trade policies are affecting the cycling industry. The timing couldn’t have been more relevant, as companies across the sector are scrambling to understand and adapt to these unexpected changes. Listen to the conversation HERE.

The Business Impact

According to Vriends, import duties have a predictable dampening effect on consumer demand, as they ultimately lead to higher prices for end users. He explained: “Any tariff at a certain point will trickle through to consumers and that will have an effect on the consumers buying less or buying a cheaper version of what you would be offering.”

The consequences could be far-reaching:

1. Higher consumer prices leading to reduced sales or shifts toward lower-priced options
2. Potential economic downturn that could further suppress demand
3. Supply chain disruptions as companies scramble to adjust inventory levels
4. Ripple effects throughout the global economy, not just limited to US sales

For Vittoria specifically, with approximately 15% of their business in the US market, these tariffs represent a significant challenge. However, Vriends noted that the potential global economic impact might be even more concerning than the direct effects on US sales.

Industry Response

So how are cycling companies responding to this uncertainty? Vriends outlined several approaches:

• Staying informed through constant monitoring and leadership team discussions
• Preparing contingency plans, such as temporary tariff surcharges if needed
• Focusing on core business with more frequent monitoring of stock levels
• Supporting retailers who are trying to secure inventory at current prices
• Maintaining supply chain flexibility rather than making drastic changes based on unpredictable policies

The Psychology of Uncertainty

Perhaps the most challenging aspect of the current situation is the uncertainty itself. “It’s really tough to deal with such big changes in such a short time,” Vriends explained. “This uncertainty is something that bothers me and I try to help the people in the company and outside the company to deal with that in the best possible way.”

For businesses that rely on careful planning and forecasting, these sudden policy shifts create significant operational challenges. Retailers are calling suppliers asking for materials at current prices, anticipating future increases. This creates a temporary boost in demand that must be carefully managed.

The Human Element

Beyond the business implications, Vriends expressed concern about the human cost of these trade policies: “What I’m really frustrated with is that it affects the poorer people of the world in the end. If there’s a global crisis, I know we will reduce a lot of our people in the factories around the world.”

This perspective highlights how trade disputes between major economies often have their most severe impacts on those least equipped to weather economic downturns.

Looking Forward

While the 90-day pause provides temporary relief, the cycling industry—like many others—remains in a holding pattern. Companies are trying to balance short-term responsiveness with long-term strategy in an environment where the rules could change at any moment.

Vriends’ approach reflects a pragmatic response to an unpredictable situation: “Don’t plan on tariffs… just do what the business asks for.” He advocates for focusing on fundamentals rather than making reactive decisions based on potentially temporary policies.

The Cycling Industry’s Resilience

The cycling industry has weathered many storms before—from supply chain disruptions during the pandemic to changing consumer preferences and technological shifts. While tariffs present yet another challenge, the industry’s adaptability remains one of its greatest strengths.

Companies like Vittoria, with diversified markets and established global supply chains, may be better positioned to navigate these uncertainties than smaller, more regionally focused businesses. Nevertheless, all players in the industry will need to remain agile and responsive as the situation evolves.

Conclusion

As we wait to see how trade policies will develop following this 90-day pause, one thing is clear: the cycling industry is facing a period of significant uncertainty. The companies that will emerge strongest are likely those that can maintain operational flexibility while continuing to deliver value to their customers—regardless of the shifting economic landscape.

For consumers, this may mean facing higher prices or limited availability of certain products in the coming months. For the industry as a whole, it represents yet another challenge in an increasingly complex global marketplace.

As Vriends aptly summarized: “Let’s see if we can turn this mess into an opportunity. Let’s see if we can help our shops and our industry to have the products easily available and sell them with the existing terms.”