Bike Industry Has An Authenticity Problem

October 15, 2025

Welcome to Authenticity Report - Issue #80

This week, we dive into a powerful conversation on why the bike industry—and brands everywhere—must rediscover what it truly means to be authentic.

Our Roundup: From Vans’ timeless comeback and the leadership “authenticity penalty” to Diane Keaton’s fearless personal style, this week’s stories explore how staying true—whether in brand, behavior, or self—builds lasting trust and influence.

Plus check out NEW TOOLS from Authenticity.co with insights to help you master business basics and apply authentic strategies for personal and brand success.

This Week’s Report
—> Bike Industry Has an Authenticity Problem
—> Tell Us
—> Takeaways
—> Authenticity Roundup
—> Top Voices

What Do You Think? We are reshaping and expanding our Authenticity platform, we'd love to have you on board and contribute! Email us directly at [email protected] 

Read Time: 3.5 mins

| Bike Industry Has An Authenticity Problem

Photo by Fat Lads on Unsplash

In a recent Bicycle Retailer News feature titled “Authenticity, and Why the Bike Biz Has So Little of It,” writer Rick Vosper sat down with Mark Sperling, our founder of Authenticity.co, to explore a question that goes far beyond cycling: what does it really mean for a brand to be authentic—and why does it matter now more than ever?

Authenticity 500 Index—a ranking of the most authentic brands as seen by consumers—includes household names like Patagonia, Vans, Nike, and Apple. But as Vosper noted, the list is conspicuously light on cycling brands. “Of the top 700,” he writes, “Rapha is listed at #34… Canyon at #227… and Cervélo at #532.” Major players like Trek, Giant, and Cannondale are nowhere to be found.

When asked why, Sperling explained, “Some bike brands, especially larger ones, may have internal mission statements and values, but you just don’t see it in their marketing. They all play by the same playbook.”

For Sperling, authenticity is about consistency between words, actions, and values. “Authenticity basically describes someone’s or something’s DNA,” he says. “It guides their actions.” 

Brands like Patagonia and Ben & Jerry’s lead the way not because of clever marketing, but because they live their beliefs—even when it’s inconvenient. “When words, actions, and values align, the result is credibility that no competitor can replicate.”

As the cycling industry—and every industry—faces tighter markets and more discerning consumers, the lesson is clear: brands can no longer afford to act authentic. They must be authentic. True credibility comes from alignment, not aesthetics.

In our founder’s words, “You can’t fake it. Brands actually have to walk the walk.”

👉 Top Authentic Brands on Authenticity 500

Rapha’s Gravity film perfectly captures the kind of authenticity missing in much of the bike industry—real riders, real stories, and a deep connection between identity, culture, and the freedom that cycling brings.

| Tell Us

What makes a brand feel most authentic today?

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| Takeaways

1. Walk the Talk: Authenticity isn’t a slogan—it’s behavior that reflects your values every day.

2. Consistency Builds Trust: Alignment between your internal culture and external messaging creates lasting credibility.

3. Purpose Over Popularity: Chasing trends may win clicks, but purpose earns loyalty.

4. Embrace Imperfection: Being transparent about mistakes builds more trust than pretending to be flawless.

| Time To Choose

What Brands Are Authentic? It is time once again to choose which brands you feel are authentic for 2025. Please tell us via our survey (it takes less than 5 minutes to fill out).

The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.

| Authenticity Roundup

This week's curated reads from web

 fashion
• Checkerboards Rising: Vans’ Quiet Comeback Moment

As Adidas Sambas cool off, Vans Slip-Ons—especially the classic checkerboards—are quietly stepping into the spotlight. Without a major campaign, they’re reemerging through organic street style, women-led styling, and smart collaborations that blend authenticity with effortless cool—proving that the next big thing in sneaker culture might just be something timeless, simple, and real.

Read More → linkedin

 business
•  The Authenticity Penalty: Why Real Change Takes Time

Leaders who react too quickly to feedback risk seeming inauthentic—employees trust gradual, thoughtful change over instant fixes, seeing true authenticity as something proven through time, not speed.

Read More → hr dive

 culture
•  Diane Keaton: A Life Styled with Authenticity

From her Annie Hall menswear to her signature black-and-white suits, Diane Keaton’s evolution from actress to fashion icon was driven by one thing—authentic self-expression. Unapologetically herself through every decade, her playful, confident style reminds us that true influence doesn’t follow trends—it defines them.

Read More → glam

| Tools

STARTING NOV 1st - NEW PORTAL FOR TOOLS

We are excited to launch a new platform that gives you access to powerful tools from Authenticity.co, along with insights to help you master business fundamentals and implement authentic strategies for personal and brand success.

Unlock your potential with us!

For a limited time, these will be available for free to our subscribers.

| Top Voices

What Does Authenticity Mean To You?

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Our weekly guide explores the meaning of Authenticity as it relates to our personal and professional lives and the brands we connect with, bringing you the latest insights, curated news, and guest authors.

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