World Championship Favourites Round-up: Cube, Rockrider, Trek – which one should you take to the public viewing?

Anyone looking for a new mountain bike, gravel bike or e-bike in different countries will soon realise: Popularity is not the same everywhere. In some markets, domestic brands shape the retail landscape, whilst in others, global players with extensive retail networks and a strong presence in sport dominate. We’ve picked out a few strong World Cup nations to see which Bicycle brands that people would particularly love to ride to the stadium or to a public viewing event.

How can popularity be measured effectively?

It is difficult to produce an objective, globally standardised ranking because sales figures vary significantly by segment (MTB, road, urban, e-bike) and by distribution channel (direct sales vs. specialist retailers). To provide a practical assessment, we have used the following criteria in our Quickcheck:

• Market presence Retail (dealer network, availability, test drive options)
• Brand Awareness through sponsorship, media coverage, racing and the community
• Segment thickness (e.g. focus on mountain bikes vs. focus on city bikes/e-bikes)
• Local Bonus: local brands are often in greater demand than average

Germany: Direct sales meets specialist retailers

Germany’s World Cup squad may well have been the subject of heated debate once again amongst its 82 million fellow coaches following Julian Nagelsmann’s selection – but in the cycling sector, the black, red and gold colours are already very firmly established and present themselves as a particularly dynamic market with strong domestic brands that extend across Value for money, a wide range of models and, in many cases, more than Direct sales have established themselves.

Particularly popular and well-represented

• Cube: extremely widespread availability in specialist shops; a strong range of hardtails, full-suspension bikes and e-MTBs
• Canyon: well known for its direct-to-consumer sales model and focus on cycling (MTB, gravel, road)
• Rose: strong in direct sales, popular for all-round, gravel and performance bikes
• Focus: well-established in specialist shops, known for sporty MTBs and e-MTBs
• Corratec: prominent in the sports segment, a major player in the e-bike and MTB sectors

International evergreens on the German market

Trek, Specialised and Giant are ubiquitous in many regions – particularly where a dense network of dealers and workshop services is crucial.

France: The Decathlon effect and strong national brands

The Équipe Tricolore is regarded as a major World Championship favourite, and France itself is a country renowned for its cycling prowess, which in a few days’ time may well provide the perfect counterpoint to football: namely, when the Tour de France peloton sets off on 4 July. The national cycling retail sector combines two worlds in particular: large volumes via sports retail chains and a performance scene steeped in tradition.

Particularly popular and prominent

• Decathlon (Rockrider / Van Rysel): very widespread thanks to its branch network and competitive value for money
• Lapierre: a French classic, a strong contender in MTB and road cycling, and highly regarded in the sporting world
• Look: best known in the performance and road segments, strong brand image

Typical of France

In many regions, the entry point is via Complete bikes at very attractive prices widespread – later on, many cyclists switch to ‘boutique’ brands or high-end builds.

Spain: Home to trail and enduro specialists

Spain is renowned for its passion for cycling. Not just on the green grass, but also on scree and rocky terrain. The Iberian Peninsula is particularly exciting for mountain bikers because some of the best-known trail and enduro brands originate there – and are consequently in high demand in their home market.

Particularly popular

• Orbea: One of the biggest players, with a strong presence in the MTB and e-MTB sectors
• Mondraker: a strong identity in the gravity and trail sectors (geometry, race DNA)
• Bra: wide range (from MTBs to e-bikes), very prominent in Spain

International Supplement

Here, too, there are Specialised and Trek a common choice – particularly among drivers who value a ‘global’ dealer and service network.

Italy: Prestige, design and performance

Before the outcry begins: we’re well aware, of course, that Italy didn’t qualify for the World Cup finals. Cazzo! But as they cycle with just as much ‘emozione’ and ‘amore’ off the football pitch, we’ve decided to give them a ‘wildcard’ and include them here in our World Cup round-up. And as the recent Giro has shown once again, Italy is traditionally strong in Road cycling culture has left its mark. But iconic brands also play a major role in the MTB sector.

​Particularly popular (with a strong focus on road cycling, depending on the region)

• Bianchi: huge brand awareness, particularly for road and all-road bikes, but also for MTB models
• Pinarello: clearly positioned in the performance and prestige segment
• Wilier Triestina and Colnago: a strong player in the high-end performance sector

An MTB-specific perspective

In the mountain bike retail sector, there are also international brands such as Scott, Specialised and Trek They are often very dominant because they offer comprehensive ranges of MTBs and e-MTBs with high stock levels.

​England: Trail culture meets chain stores and direct purchasing

So, in the birthplace of football, what do people pedal instead of kicking the ball? England (and the UK as a whole) is heavily influenced by Trail and enduro riding characterised by numerous trail centres, bike parks and a very active scene. At the same time, the market is unusually ‘divided into two’: Independent Bike Shops and premium brands on the one hand, large chains (especially Halfords) and Decathlon as a volume driver on the other hand.

Particularly popular and highly visible (UK/home advantage)

• Orange: an iconic British MTB brand with strong roots in the scene; many full-suspension bikes are produced in Halifax (UK) manufactured – this contributes directly to the ‘Heimatbonus’.
• Whyte: an established UK brand (strong in trail/all-mountain and e-bikes), well established in specialist British shops.
• Cotic: a very UK-style ‘trail-first’ approach; development/testing in the The Peak District near Sheffield – particularly effective with steel frames and modern geometries.
• Stanton: Boutique/cult appeal over steel/titanium, plenty of ‘Made/Engineered in the UK’ branding (Derbyshire).
• Boardman: extremely prominent in the Chain retail (Halfords) and has therefore become the ‘go-to’ choice in many regions, particularly for value for money and all-round set-ups.

International favourites

• Specialisedand Trek: very strong focus on the dealer network, workshop services and racing/brand experience (classic ‘evergreens’).
• Giant: present in many regions as a one-stop shop in the retail sector.
• Rockrider (Decathlon): highly visible in the UK too, thanks to its network of branches, particularly in the entry-level and value-for-money segments.
• Nukeproof: traditionally regarded as a major force in the UK gravity/trail scene; in 2026, there were clear signs of a A return to the market under new ownership.

The Netherlands: A hub for urban and e-bikes

The clash with our neighbours always provides plenty of variety – not just on the pitch, but especially off it. Let’s now dance with the Snollebollekes “to the left, to the right” and take a look at “cycle culture”, where this small country really makes a big impact. In fact, the Netherlands is one of the world’s strongest markets for everyday cycling. As a result, brands that City, trekking and e-bikes cater perfectly. Mountain bikes are available, but they represent a relatively small segment.

Particularly popular in the everyday and e-bike segments

• Gazelle: very strong in the urban/e-bike sector, high market penetration
• Batavus: extensive city-centre portfolio, very prominent
• Koga: more premium-oriented, often geared towards trekking and touring

MTB in the Dutch market

When it comes to mountain bikes, many buyers opt for internationally recognised brands, particularly where suspension, modern geometries and a sporty focus are key.

USA: Global giants and a thriving MTB culture

Let’s turn our attention to one of the host nations of this year’s World Cup, where football is still a long way from being called ‘football’ and where ‘soccer’ will continue to struggle to gain a foothold. Mountain biking actually seems to be far more popular in the USA – with a large community, massive test events and strong purchasing power in the performance segment.

Particularly popular

• Trek: extremely strong dealer network, models ranging from entry-level to high-end, including e-MTBs
• Specialised: perceived to be highly innovative, strong range of MTBs and e-MTBs
• Santa Cruz: Cult status in the trail/enduro sector, strong brand loyalty
• Cannondale: steeped in tradition, evident in many sectors

Typical of the US market

Many brands rely heavily on Brand Experience (Demos, ambassador programmes, events) – this further boosts its popularity.

Brazil: Good value for money and robust all-rounders

What would football be without these ball wizards who simply leave their opponents reeling with their samba-style flair and ingenious moves? But do people actually cycle there, given that football is practically in their blood? Yes, because Brazil is a huge market with widespread use of bikes in everyday life and sport. Availability, durability and value for money are particularly crucial.

Particularly popular and commonly found

• Caloi: one of the best-known names in the Brazilian market
• Sense: highly visible in Brazil, often marketed as sports bikes (MTB/all-round)
• Today: also very prominent in the Brazilian retail sector

International brands

Global brands are available, but their popularity depends more on import prices, equipment packages and proximity to dealerships than in many EU markets.

Japan: A focus on quality and strong niche markets

Since the 1990s, Japan has developed into a serious footballing nation. However, it has been a serious cycling nation for much longer. Here too, as in many other product categories, Japan is strongly quality-driven. In the cycling market, one often sees a mix of global brands and very specific local preferences.

Particularly popular and prominent

• Giant and Trek: a popular choice for complete sports bikes
• Specialised: strong in the performance segment
• Bridgestone: very well known in Japan, particularly outside the niche of pure MTB performance

Typical of Japan

Many buyers pay very close attention to Build quality, ease of use and Reliability, which really sets certain model ranges apart.

A slightly different World Cup table for two-wheelers

Conclusion: Brands that are close to the rider are popular

People usually cheer on their own team, and a certain sense of local pride is also evident when buying a bike. Indeed, a clear pattern emerges in the World Cup countries we have selected: Local brands benefit from proximity, trust and availability, whilst international brands dominate in areas where the dealer network, sporting presence and range of models matter. What insights can we now draw for our own strategy when choosing a new bike? Our TOUR coach advises: initially, use popularity merely as a guide – but then make the choice that’s truly right for you by considering your specific intended use, our tests, and our setup and service recommendations.