Cycle-to-work provider Gogeta has announced it is eliminating retailer fees — effective today. According to the brand, this move makes Gogeta the first scheme in the UK to charge retailers nothing to accept cycle-to-work vouchers.
But the company says, the announcement comes with a challenge:
Most retailers don’t feel like they have a choice of which cycle-to-work schemes customers use. When someone walks in with a voucher from a legacy scheme charging 10–15% commission, turning it away feels like turning away business. So they accept it. And nothing changes. I know because I faced that exact dilemma myself. That’s how the status quo has survived for twenty years.
“But the retailers who’ve driven Gogeta’s growth have shown there’s another way. 85% of our employer sign ups come off the back of retailer recommendations. The most active shops don’t wait for customers to arrive with a voucher — they start the conversation themselves. They point customers toward Gogeta and it works. Our growth is built on those retailers, and we’re genuinely grateful for every one of them – Barry Scott, founder of Gogeta
By cutting retailer fees to 0%, Gogeta says it has put skin in the game. It’s a decision that comes at a cost to the business. But Scott is clear about what needs to happen next:
“Imagine if VAT went from 20% to 0%. Retailers would be shouting from the rooftops that there was never a cheaper time to buy a bike. Cycle-to-work should be like that — and the savings can be more than 40% for customers. With 0% retailer fees, there’s no reason retailers can’t treat cycle-to-work as one of the best sales tools they have. A shop that actively promotes it drives more sales, higher basket values, repeat business, and keeps full margin. The revenue opportunity has always been there. The only thing holding it back was the fee. We’ve done our part. Now it’s over to the trade.”
Gogeta’s message to the trade is simple: “Back the scheme that backs you. Twenty years of unfair fees. Changed one conversation at a time.”
Gogeta is calling on retailers to sign up, promote Gogeta on their website and on the shop floor. Find out more at www.gogeta.com/gogeta-cycle-
