While all industries are being affected by the COVID-19 pandemic, Roval has launched a new program to help bike stores weather the storm. Through its new Support Our Shops (SOS) initiative, Roval, a road bike wheel manufacturer and subsidiary of Specialized Bicycles, will distribute profits from regular-priced wheels purchased at RovalComponents.com to your local The company will distribute the profit to the cycle store.

"We are all in this together. Bike stores are the lifeblood of cycling. As riders, we all rely on bike stores. Support Our Shops shares profits from online sales with bike stores, providing much-needed revenue while the stores scale back their sales operations to be more socially relevant," said Ben Capron, brand manager at Loval.

For the time being, Roval says, profit sharing will apply only to stores in the U.S., and the SOS program will remain in effect until stores return to normal conditions.

The SOS relief program comes as sister company Specialized announced its Essential Rides for Essential Workers program, which donates bikes to essential workers.