Schwalbe eyes growth in US and Asian markets

International tyre maker Ralf Bohle GmbH, and its signature brand Schwalbe, is deepening its presence in performance-oriented and emerging bicycle segments, with high-potential markets identified across North America, Southern Europe, China and Southeast Asia. Nico Simons, chief sales officer of Ralf Bohle GmbH, recently shared his thoughts with Bike Europe on how Schwalbe views the market and where the century-old German company is headed in the next few years.

In the last decades, Schwalbe has mainly focused on its European and North American markets, with subsidiaries in France, Great Britain, Italy, the Netherlands, Canada and the United States. The next few years will be shaped by the company’s zeroed-in efforts to reach further into these markets, according to Simons. In Southern Europe, notable investments in infrastructure and a shift in consumer habits to more sustainable products show potential for success for a company that has invested heavily in sustainable tyre-making practices.

China, an emerging market

Similarly, China’s blossoming domestic market and strong government push for green mobility have caught Schwalbe’s attention, and Simons sees opportunities for long-term strategic engagement there. Southeast Asia’s moves echo those in China, with investments in modern mobility increasing its international strategic relevance. Schwalbe has highlighted this as an opportunity for expansion in the premium tyre market.

Nico Simons, chief sales officer of Ralf Bohle GmbH

Across the ocean, Simons says

“North America still holds untapped potential in terms of high-performance tyres, with strong growth in urban and adventure cycling.”

No local US competitor

The adventure cycling category is seeing rapid expansion in the US, according to PeopleForBikes, and Simons sees big potential in the market for a quality tyre maker like Schwalbe. “There is no local competitor at all in the US operating on our quality and innovation level,” he said, although he added that recent shifts in tariffs have put the company at a disadvantage.

The US currently represents a small share of Schwalbe’s global sales, but remains an important growth market for the company – a strategy made complicated by the introduction of global tariffs. “Before the general and global 10% tariff became valid, we of course tried to fill up our North American warehouse as much as possible, to mitigate immediate impacts and ensure continued availability for our customers,” Simons said.

Tariff woes

For now, the company’s long-term plans are on hold while tariffs are finalised, in order to craft the right strategic response. Uncertainty in the market is one of the biggest threats to the bicycle industry right now, according to Simons, who highlighted consumer hesitation in the face of inflation and economic pressure. On a micro level, the perspective of cycling as a leisure activity makes it particularly susceptible to disposable income fluctuations. On a macro level, Simons points to the global political climate “creating further uncertainty in supply chains, energy costs, and consumer confidence.”

Rethinking the supply chain

Simons says the tyre company has “fundamentally revised” its supply strategy in the wake of the supply chain disruptions of the last few years. Schwalbe has halted production at its smaller manufacturing site in Indonesia, but maintains the infrastructure in order to remain flexible with the market. “Until then, we give full concentration to our expanded production site in Vietnam, where we have a strong foundation and deep know-how,” Simons explained. The company will also be expanding its warehouse capacities in both Vietnam and Europe to smooth out logistical wrinkles and hopefully create a more regionally balanced supply chain.

Schwalbe’s market strategy

When tracking market indicators, Simons identified several key factors the company keeps a close eye on. “On a macro level, we monitor urbanisation, consumer buying power, mobility behaviour, and government investments in cycling infrastructure,” Simons said. “Within the industry, we assess bike category trends, the depth of cycling culture, and health and fitness movements.”

“Our strategy is not developed in isolation – it’s continuously shaped through dialogue with OEMs, DI partners, retailers and service networks in every region we operate in,” he added. Partnerships and collaboration are pivotal points to the company’s long-term success, according to Simons. From the company’s deep-rooted partnership with its Korean production partners to its collaborative approach to OEMS, distributors and retailers, the company stands by long-term, trust-based cooperation.

Production innovation

Also pivotal to Schwalbe's success has been its dedication to innovation, according to Simons. “Performance and sustainability,” Simons said, “is not a contradiction, but a symbiosis.” Some of these innovations include Radial tyre technology, airless tyres and the Schwalbe Clik-Valve, which pumps bicycle tyres with just one hand. Simons said the company is now working on sensor-equipped tyre systems, fully recyclable tyres and tubes, and other performance-enhancing features.

Schwalbe’s concentration on a single component has resulted in many industry innovations, making it a central industry player in today’s bicycle market. Simon concluded, “One thing will never change: as long as cycling exists in its current form, the tyre will remain the only part of the bike that touches the ground - absorbing every force, ensuring control, and defining safety. That’s why we treat the tyre as the central interface of performance and innovation.”