Hi, this is Raph’ from Lokki 👋
This week, no usual introduction. The Gironde is on fire. First and foremost, our thoughts go out to those who have lost everything—whether they themselves or their loved ones.
And for many of you, the impact is enormous: shops evacuated, bicycles scattered everywhere, customers to call back one by one, and reservations being canceled.
Faced with this, everyone does the best they can with what they have. Some issue full refunds, others offer store credit, and still others are just trying to find their bikes. There’s no right or wrong way to handle a situation like this.
We’re going to try to help you cope.
What You See Along the Coastline
Along the Gironde coast, there are 65 of our rental property owners who are feeling the impact of these massive wildfires. Thousands of current and upcoming reservations that were in the pipeline are now on hold due to evacuations and cancellations.
But the numbers don't tell the whole story. What you're telling me is something else entirely:
In Cap-Ferret, the entire peninsula was evacuated in a single morning. Bicycles are scattered throughout the villas, in the gardens, and in front of the agencies.
Adrien gives me an update:
"This is huge. It feels like it's out of control, going in all directions, and none of the information is reliable. For now, we're just spectators."
What We Do and What We're Working On
Just a quick note between us: if you're out of the area and can lend a hand—whether by lending equipment to a colleague who's starting from scratch, taking over bookings, or anything else—let me know, and I'll put you in touch. We're in this together.
A rental agency owner told me this week: “I feel like that’s where demand is shifting.”
So I dug deeper to get a clearer picture and confirm or refute that belief.
Two articles to help clarify the situation.
1. Across the entire Lokki market: rental bikes, January–July (2026):​
2. And among rental companies that were already in business in 2022: to confirm that this isn't just a result of "there being more of us":
Both tell the same story. Here are the underlying trends, category by category:
E-bikes remain king. They ’re by far the most popular rental option, and their numbers have doubled over the past four years. Electric bikes are clearly catching up to traditional bikes.
Long gone are the days when purists looked down on these “fake cyclists.”
In four years, e-bikes have gone from 36% to 48% of all rental hybrid bikes. Soon, one out of every two rental hybrid bikes will be electric. Hybrid bikes are your foundation: no matter what happens, maintain a solid, well-maintained fleet of them.
Gravel biking is booming. ×35 on the market, ×11 even among rental companies that were already in business in 2022. Starting from almost nothing, it has become a major category. It’s the clearest trend of the past four seasons. Is this the end of mountain biking?
No, mountain biking is holding its ground and continues to grow: it remains a sure bet for nature areas.
The cargo bike. This utility and family bike is here to stay: for city use, families, “slow” tourism, and transporting children. Even more so in coastal areas, the cargo bike is a trend that’s starting to replace the car for running errands during vacations.
Road bike sales are surging (×2.6). They attract a sporty, high-end customer base—often the same customers who request delivery and spend more (see the previous issue).
👉 What to Look For in the Coming Seasons
In short: Demand is diversifying and becoming more performance-oriented.
Your customers want to ride farther, faster, and in more varied ways. In the future, success won’t come from a fleet based on the “one bike for everyone” approach, but from offering the right bike for each customer.
When is the best time to get your equipment? Should you buy or lease? We'd love to hear your thoughts. 🙏
And finally, I’d like to return to the topic of those affected by the disaster:
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To support you in addition to our follow-ups with the DGE , we’d like to launch a fundraiser among your customers— those who owe you a wonderful cycling vacation—and donate the proceeds to an organization that truly helps affected business owners.
One question remains, and this is where I need your help: which organization or fundraiser would be most appropriate? You know the field better than I do.
​Please let me know.
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If you have any other ideas, I’d love to hear them.
We're with you, truly.
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P.S.: Here are some links I think you'll find useful:
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+ 21 meetings last week to discuss the Lokki Roadmap—thank you for your consistently enthusiastic feedback.
Can't wait to show you this!
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Raph' ✌️
Co-founder of Lokki
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