Why we cut retailer fees to zero — and what it means for you
I used to own a bike shop. And if I'm honest, cycle to work schemes used to drive me mad.
The idea was brilliant. Help customers buy bikes tax-free, bring more people into cycling, drive footfall into independent shops. What's not to like?
The reality was different. Every time a customer walked in with a voucher from one of the big legacy schemes, I knew what was coming. Hand over 10-15% in commission to a provider that had done very little to earn it. And here's the bit that really stung — that cost didn't just disappear. It got passed straight on to customers as a surcharge. The person trying to save money on a bike was ending up paying more than the sticker price.
That's exactly backwards. And it's why I built Gogeta.
A fairer model — for everyone
When we founded Gogeta, we set out to create a cycle to work scheme the whole industry could get behind. We started by charging retailers just 3% commission. Then we asked ourselves — if cycle to work is genuinely good for bike shops, why should they pay anything at all to participate?
So we went to zero. Gogeta is now the first cycle to work scheme in the UK to charge retailers nothing.
That's not just good news for bike shops. It's good news for you.
What 0% retailer commission means for customers
When a scheme charges retailers 10-15% commission, something has to give. Retailers either add a surcharge to your bill, exclude sale bikes from the scheme, or quietly steer you away from the best deals.
With Gogeta, none of that happens. Because we charge retailers nothing, they never pass costs on to you. You pay the price on the tag — nothing more. And because retailers aren't losing margin on every Gogeta voucher, they're happy to include sale bikes and current offers too. That means you get access to the best deals in the shop, not just the full-price stock.
It doesn't stop there. When your hire period ends and it's time to officially transfer ownership of your bike, some schemes charge up to 13% of the bike's value for the privilege. We charge £1. That's it.
Gogeta was built to make sure every penny of that saving lands where it should — with you.
Ready to get started? Find out how much you could save at https://www.gogeta.com/employee-cycling/
Barry Scott Founder, Gogeta