THE DISTRIBUTION ISSUE DECEMBER 2018
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R A L E I G H PA R T S & A C C E S S O R I E S L E IG HPA PA R T S&&AA C C E S S O R IE S RR AA L E I G H R T S C C E S S O R I E S PA R T N E R P R O G R A M M E 2 0 1 9 PA 19 PA RR TT NN EE RRPP RR OO GG RR AA MM MM E E2 2 00 19 • Industry leading 21:00 cut off time for • Industry leading 21:00 cut offon time day delivery thefor B2B • next Industry leading when 21:00 ordering cut off time for next day delivery when ordering on the B2B next day delivery when ordering on the B2B • Fantastic margin on key brands such as • Fantastic margin on key brandsSchwalbe, such as Saris, CycleOps, SRAM, • Fantastic margin on key Supacaz, brands such as Saris, CycleOps, SRAM, Supacaz, Schwalbe, Continental & many more Saris, CycleOps, SRAM, Supacaz, Schwalbe, Continental & many more Continental & many more • Best pricing guaranteed on • Best pricing guaranteed on commodity products • Best pricing guaranteed on commodity products commodity products • Dedicated external & internal sales teams • Dedicated external & internal sales teams support & your store • Dedicatedtoexternal &you internal sales teams to support you & your store to support you & your store • Unique retailer merchandising support • Unique retailer merchandising support • Unique retailer merchandising support • Bespoke partnership programme • Bespoke partnership programme • Bespoke partnership programme To find out more and to take advantage of this proposition please do not hesitate to contact To findlocal out Area moreAccount and to take advantage of this proposition please do hesitate to contact your Manager or email email@example.com for not more information. To findyour outlocal moreArea and Account to take advantage of this proposition please do not hesitate to contact Manager or email firstname.lastname@example.org for more information. your local Area Account Manager or email email@example.com for more information.
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“We are not simply on a downward curve. We are evolving”
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Ending the year on a high
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As I sign off for 2018 and reflect upon my debut year in the cycling industry, I’m feeling much more positive about the current state of affairs than I was back in March. While we still lack the silver bullets to divert more consumers to the IBD, the continued growth of MTB, e-bikes and the kids market is a testament to the fact that we are not simply on a downward curve. We are evolving. According to Research and Markets, the global cycling market will be worth £34.5 billion by 2022. Granted, this will be largely driven by the rise of e-bikes, but this rise in market value proves there is still plenty of business to go around… as long as we all continue to adapt to modern trends. Our final edition of 2018 rounds up the year for UK distributors Bob Elliot, Extra, i-ride, Moore Large, Raleigh and ZyroFisher (p21), while Laura Laker reports on the Government’s recently-announced £2 million e-cargo bike subsidy (p16). Elsewhere, Nick Butterfield looks at how bike shops can optimise their presence and remain relevant in the industry (p6), while Alex Michael investigates the rise of the bikepackers (p43). I can’t quite believe we’ve reached that time of year again, but from all of us at BikeBiz, we wish you a wonderful Christmas and look forward to seeing you again in 2019.
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12.18 ISSUE 155
The Distributor Issue
Cycling UK has been championing cycling for almost 140 years. Matt Mallinder, director of influence and engagement, reflects on 2018
The rise of the bikepackers
Five UK distributors share their latest developments from the past 12 months
A new ultra-tough hardcore has developed on the fringes â&#x20AC;&#x201C; and is growing rapidly, writes Alexander Michael
REGULARS 6 Opinion 11 Features 51 IBD Focus 55 Sector Guides
Shop or showroom? Nick Butterfield, retail design director at Butterfield Design, looks at how bike shops can optimise their presence and remain relevant in the industry
6 | December 2018
ust the other day I had an impulsive moment to pull over and go check out a local bike shop I’ve been driving past for years. I entered full of excitement to look at what’s new and hope something might catch my eye for an early Christmas-present-to-me opportunity. However, the moment never came and before I knew it, I was reversing back out of my handy parking space. I was in there a mere 180 seconds and I didn’t stop during my brief tour of their 2,000 square foot shop. Honestly, will that shop still be there in six months? I doubt it…
What’s apparent is that small IBD retailers cannot As one of the most popular forms of leisure activity possibly be expected to carry huge amounts of stock and efficient transportation solutions, the cyclist can and provide the broad range of choice that many start to take control of the town centre. I was recently picky cyclists are wanting to select from - that’s visiting Copenhagen and it was overwhelmingly where the internet is king and impossible to beat. apparent that the bike dominates their society and Take another struggling consumer category the positive lifestyle attributes are very clear to see. bookshops have all but disappeared due to With this rational acceptance that an urban cycling Amazon’s ‘browse and buy’ convenience. strategy works, the inner cities are able to develop However, there are now some interesting their retail commerce with clearer vision. exceptions emerging and a good example is So how does the traditional bike shop fit into Waterstones, which was in full survival mode, this equation? The answer lies within the customer but has now managed to stave off the landlord’s experience expectation. In retail design, we approach threats by reinventing itself as a community all new concepts with a golden rule. The store space. It has realised that the joy Of reading format needs to be layered: Front – Attract, can unite a community to share and enjoy Centre – Engage, Rear – Capture. the precious moments that we generally ‘I believe that Take the recent experience I had with want to keep in today’s modern, hectic and my lacklustre visit to an IBD. What can it cycling can do to optimise its presence and make its antisocial society. At Waterstones, you can now share play a big part very existence relevant? With a small and views in book clubs, partake in readings limited product range, there is always a story in the retail to be told about who you are and why you’re by its authors while having lunch or even sign up for a dance class amongst to your competitors. Every retailer reinvention/ different a literary world of paper and cardboard needs a buying strategy to align with the revolution’ company ethos and target customer – it all the while hosted by Waterstones, the expert bookseller. is absolutely essential to know what these As a retail store designer working among two things are before you can consider a wide variety of consumer categories I am your presentation concept. No matter now focused on helping retail brands within how many products you have, you need to construct the ‘lifestyle’ sector, as they will become the a compelling showcase that make the items standtown centre showrooms where consumers will out and come alive. Clearly not every product can choose to spend much of their deserved leisure be showcased as it would become just visual noise time. Local authorities across the country now and the whole experience would be counterrecognise the urgency to adapt their town centres productive. Pick out seasonal categories or brands to ensure it has a role to play in today’s electronic that can be rotated throughout the year to keep culture, and my vision is that this central zone will the store looking fresh and interesting. Cyclists, in once again become a community focused shopping general, are information hungry types so it’s really experience where hospitality meets brand awareness. important to provide them with the knowledge on a I believe that cycling can play a big part in the retail self-help basis - always asking staff questions is an reinvention/revolution. expensive tool!
December 2018 | 7
Product information can easily be created and printed at a low cost in many ways, but it’s most important that as the retailer you are the author and editor providing your opinion and reasons why you respect and sell this item, range or brand. So what else can alert the senses and heighten the experience? I know it’s an old cliché in selling a house, but the smell of coffee is always a good way to retain a customer’s attention. Earlier this year I wandered into a motorcycle dealership to carry out a secret shopper mission - I was no more than one step off the doormat when I heard someone shout ‘coffee mate?’. I was spotted by a salesman who knew that most of their customers are very grateful of a hot drink to warm up, a friendly simple touch to get their attention. Effective lighting is another essential part to get right as the colour and detail in most cycling products is so important to see properly. LED has completely reinvented lighting design technology and manufacturing, so not only are they inexpensive to buy they are also very effective and energy efficient. Customers today are very fickle and they are always on the hunt for the next best thing available to them. The challenge that every retailer has is to reach out and try to get their loyalty. Typically, consumers can easily search for their items online at their preferred location and then be patient as they await its delivery. This works fine when a product is already known and is not required immediately.
8 | December 2018
Many shoppers, however, are impatient and need to see the item first before making a decision – these ones are yours and for the taking! If they’ve been attracted by your incredible window displays and have taken the decision to enter your store, then you need to make sure they receive a memorable experience. Even if you don’t convert an immediate sale they will love the way you do things differently and will return on a specific mission. In the news, all we ever hear is that more and more shops are closing down, either the big chains are shutting half their estate or small independents are insolvent and unable to trade any longer. On the other hand, the majority of premium and luxury label brands are thriving and this situation is mainly due to the in-store customer experience that all of these retailers provide. Whilst cycling should certainly not be viewed as exclusive, the high-end products do carry those price tags and with baskets sometimes brimming over £10,000, how do you look after those customers? Clearly, there’s no one-size-fits-all scenario here, but common business sense should resonate with most retailers, that easy quick wins can be achieved at minimal cost to help communicate a revitalised message to their existing and new customers that something behind this door is different to before and well worth checking out! n
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People power Cycling UK has been championing cycling for almost 140 years. Matt Mallinder, director of influence and engagement, updates Rebecca Morley on the charity’s work throughout 2018
ycling UK’s mission is to enable millions more people to cycle, in order to create a ‘happier, healthier and cleaner world’. That mission has still been going strong in 2018 with campaigns, rides, events and promotions happening all across the country. Nearly 11,000 people responded to the Government’s road safety review, 70,000 cyclists were engaged through the Big Bike Revival, over 13,000 local rides took place and the charity welcomed over 350,000 people to Bike Week. “It’s about people power,” says Matt Mallinder, director of influence and engagement. One of the main focuses of Cycling UK is campaigning. For example, in September, when a proposed ban on cyclists using the A63 near Hull was overturned by Highways England, something that was described by Cycling UK at the time as a ‘victory for common sense’. “The A63 was really important for us to get up and stand up and fight for all cyclists,” Mallinder says.
The charity has also been involved in Government reviews, including on the back of the case of Charlie Alliston, who was jailed for 18 months in September 2017 for knocking over and killing 44-year-old Kim Briggs as he cycled through east London on a bike with no front brakes. Alliston, 20, was cleared of manslaughter but found guilty of causing bodily harm by ‘wanton and furious driving’. Mallinder explains: “On the back of that we were called into the Government, it was a bit of a knee-jerk reaction, and launched this road safety review around cycling. “We thought it was all going to be helmets and hi-vis, but actually we came together with a really credible argument and came out with a big dossier called ‘Why Wouldn’t You’, which is a long list of common sense approaches to road safety and we galvanized nearly 11,000 people to write to the Minister, so they were overwhelmed by the response.”
December 2018 | 11
More recently, a review from the Government on the Highway Code revealed the inclusion of Dutch Reach, aiming to educate drivers on how to not hit cyclists when they open their car door. This is where the driver uses their left hand to open the door, which forces them to rotate their body and look out the window to the road. That way if anything’s coming, they see it before the door is opened. “What it shows is two things,” Mallinder says. “One, that the Government or the Department for Transport want to listen when credible arguments are given to them, and two, that this is about people power. “This is about getting everyday cyclists involved in the political side of cycling to make the Government listen. If it’s just me shouting then they’re not going to understand it. We want the Government to really understand that these are voters and they’ve got a mandate to spend our money and taxes in the right way. We’re very much about empowering people to get involved and enable them to be part of the wider cycling campaign.” Cycling UK is also aiming to overcome barriers that people face when it comes to cycling, whether that be an economic one, a social one, or a cultural one. One way it does this is the Big Bike Revival. “This is half a million pounds worth of funding from the DfT and half a million from Transport Scotland,” Mallinder explains.
“This is about getting everyday cyclists involved in the political side of cycling to make the Government listen” Matt Mallinder “The initiative there is to encourage people to either renovate a bike that they’re already got in the shed, or give them access to a cheap bike either through a bike loan or through working with a bicycle recycling centre.” He says it’s a progressive programme and reaches communities that don’t cycle, to encourage participation but also to improve the gender gap in cycling. He adds: “We know cycling is biased towards male and middle class, and we want to remedy that. “Big Bike Revival is something that we hold dear. We recognise that people do need that helping hand, but it’s a little nudge. That’s the cherry on the cake for us, we feel very proud of that.” Mallinder also talks about the fun of cycling engagement, and not always needing to take it so seriously. “As an organisation, you probably don’t think of us as sporty types of people,” he says. “But we’ve got a series of challenge rides, we’ve got sportives that we put on, and we joke with it: you’re more likely to get a flapjack on our ride than an energy gel, but it’s getting back to the heart of why we all cycle and that social bit of the sportive market.”
The Big Bike Revival aims to reach communities that don’t cycle and encourage participation
12 | December 2018
“Cycling is one of the best and cheapest ways of getting into a light mental health space” Matt Mallinder
Dutch Reach aims to educate drivers on how to not hit cyclists when they open their car door
Another way Cycling UK hopes to increase engagement is through Bike Week. It aims to engage with people that could cycle, who have access to a bike and a reason to ride, whether it’s to work or school, but aren’t necessarily cycling enthusiasts. “It’s just to really shine a light on the activity, but we also provide toolkits and insurance to get groups riding. We’ve got 350,000 people that take part in that week, so that’s really nice engagement. “The other one that we started two years ago, which was successful again this year was our Women’s Festival of Cycling,” Mallinder adds. “We’re not trying to pigeon-hole people in any way, because women’s cycling could be going to the shops or it could be going around the world, but we know that women are under-represented in cycling and we want to shine a light on it and use them to inspire each other.” Cycling UK also launched its search for 100 inspiring Women in Cycling, where it searched for nominees from the biggest names in cycling to women working largely unrecognised in grassroots development, and all those in between. It is not the top 100 women in cycling, it’s just 100 women, Mallinder explains. The charity also puts on women-specific rides, with the aim to get people in a safe, non-threatening environment, meeting like-minded people, so that afterwards they carry on cycling, either on their own or in groups. Mallinder says: “We recognise that three-quarters of the bikes that are sold are actually used off-road, but actually a lot of the campaigning is focused on urban communities. “People just want to get out – they didn’t want to drive to the countryside – they just wanted to cycle from their house to a green space. We’re looking at working with the Government to change the right of way on footpaths, to open up the countrysides to cycling, and working with major landowners to give access.” www.bikebiz.com
At the root of a lot of this engagement is a good relationship with the DfT, which Cycling UK works closely with. Mallinder says: “We’re very proud that we can be a critical friend, to the DfT. We see them as the good guys, they’re working incredibly hard. But obviously they’ve got a Government above them that makes the decisions, and they make those based on popular choices. “We also know that we as the cycling community need to make the case for cycling stronger, and you have to look at the budget. We know from our programmes and our own experience that cycling is one of the best and cheapest ways of getting into a light mental health space, it’s a really good tool. We need to make the case that cycling isn’t just about transport, it helps mental health and wellbeing, social cohesion, environment, urban, rail and congestion.” Cycling engagement can also be improved on a small scale too, for example, this year Cycling UK launched a search for Cyclist Cafe of the Year for the first time. The competition had four winners, one for each England, Scotland, Wales and Northern Ireland. Mallinder says: “We all know that cycling and cup of tea go well together, but what we want to do is reach out to all those people who are involved in cycling in any small way. “There are some really good cafes that are going that extra mile to welcome sweaty groups of cyclists all turning up at once and demanding cakes and cups of tea. We just wanted to shine a light on that and say ‘we’re all part of one big community’, and say thanks to them.” Whether it’s a small campaign or a national Government one, Cycling UK aims to promote all forms of cycling, protect the interests of existing and would-be cyclists, and inspire people of all ages, backgrounds and abilities to discover the joys of cycling. “When people start cycling, not many stop,” Mallinder concludes. n December 2018 | 13
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A greener future The Government recently announced a £2 million subsidy to boost the uptake of e-cargo bikes. Laura Laker takes a closer look at the impact this will have on the industry throughout 2019
n September, hot on the heels of the Department for Transport’s call for evidence on last-mile deliveries – to reduce delivery emissions, particularly from diesel vans – the Government pledged a £2 million subsidy to encourage the usage of e-cargo bikes. In a nutshell, businesses will soon be able to apply for up to £5,000 towards the purchase price of new e-cargo bikes, or up to £1,000 per bike. A Department for Transport spokesperson said they are still working through last mile consultation responses before deciding exactly how the scheme will work. However, we do know funding will be split between large and small companies. Why e-cargo bikes? The way we travel and deliver is creating serious challenges in the UK, from growing congestion and air pollution in our towns and cities to illnesses caused by physical inactivity.
16 | December 2018
While cycles can replace car journeys, cargo bikes can help replace some van and lorry traffic. Vans are ten per cent of vehicles on the roads, and many of their loads could be moved to smaller, pedal-powered vehicles. E-cargo bikes, like e-bikes, have developed rapidly over recent years, and now come in a variety of shapes and sizes, and carrying capacities, with some able to transport loads of up to 250kg. Neil Davis, a consultant working with Pashley Cycles, says: “E-cargo bikes are going to revolutionise things if we get it right. When you think about congestion, pollution, and in terms of wellbeing, the e-bike really opens up cycling.” The Bicycle Association says e-cargo bikes “can support the evolution of our cities into efficient, liveable, low carbon and high-tech hosts for smart business growth, while also providing flexible, accessible mobility for goods and people of all ages".
“Simple subsidies isn’t a silver bullet at all, but it sends the right message” Peter Eland
Cargo bikes are often faster and more efficient than motorised transport. They don’t get stuck in traffic, can be wheeled through pedestrian areas and parked easily on the street - and staff don’t need driving licenses to operate them. They can be used to deliver meat, flowers, bread, and can transport tradespeople and their tools between jobs. They can replace scooters for takeaway deliveries and can tackle household waste recycling services. They can even provide on-demand taxi services. Several UK based companies are already proving cargo bikes work in a UK setting but data on their success, or otherwise, can deter business investment. The Bicycle Association’s Peter Eland says: “Simple subsidies isn’t a silver bullet at all, but it sends the right message and it will be a welcome boost to anyone who’s setting up. “The side effect of these grants is presumably monitoring the data that comes out of that. We need a big fleet experience as well as a small one.” The Bicycle Association would like to see the Government fund a cargo bikes demonstration
cities programme, potentially with micro-depots, to kick-start widespread cargo bike use and prove they work in a UK setting. It recommends £5-10 million for two or three cities over five years. E-cargo bikes are already working – now they need scaling up. Zedify is a national ‘zero emissions’ cargo bike delivery service, launched in June 2018, and already operating out of depots in London, Cambridge, Brighton, Norwich, Waltham Forest and Glasgow. Sam Keam, co-founder of Zedify, welcomes the Government subsidy. He says: “One of the main barriers for companies to set up as a delivery scheme is the initial cost. An electric two-wheeler can cost £4,000, and a trike can be £7,000 to £9,000. The cost to get up and running, even for a small operator, is totally out of synch to what it would take to set up a van courier.” Industry figures say because the current delivery model is loaded towards motorised transport, from gig economy operators who aren’t bearing full employment costs, to fuel duty freezes and free or cheap vehicle parking, more is needed for the cargo bike to become a viable delivery solution.
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Cycling and walking minister Jesse Norman
As Davis puts it: “While it is a good thing the Government is supporting e-cargo bikes, the amount is very low.” He would like to see further subsidies to UK manufacturers, like Pashley, as well as some sort of polluter pays scheme in cities to reflect the true cost of motor transport. In the meantime, Zedify is taking cargo bike growth into its own hands. Zedify plans to rapidly scale up across the UK, and it is looking to set up a national franchise to deliver cargo bike services in the next couple of years. Davis continues: “We would handle business customers nationally, and deliveries at city level, and we would provide a framework for training and software; crucially we would be developing our own software. We are in the testing phase at the moment, we want to be in most large UK cities in the next 1.5-2 years. We know the market is there and we know the demand is there, it’s just going to take demonstrating it is scalable.” It already works with companies like TNT and Yodel, and any franchise, operating to Zedify’s standards, could potentially take on those companies’ deliveries in those cities. E-cargo bikes are for carrying people too. Pedal Me is a cargo and passenger carrying service that successfully crowdfunded more than £150,000 in just eight days in October, to buy more e-cargo bikes and train more staff, with a view to taking on companies like Uber in London. As Pedal Me discovered in March, cargo bikes can even continue operating in heavy snow, when other vehicles become stuck. Pedal Me co-founder Ben Knowles told BikeBiz that while Government
18 | December 2018
support is welcome, and direct subsidies are helpful, the latter may not be the best way to encourage e-cargo bike growth. “The issue, in general, is not the supply of cargo bikes (because they’re easy to offset against tax, as a capital item) but knowing how to use them. In our view subsidy would be better directed towards support of training, tech systems and maintenance – supporting the use of cargo bikes rather than the purchase,” he says. “We believe so strongly that these are the main barriers, we’ve even set ourselves up as a consultancy to support businesses wanting to overcome these barriers.” Cycling and walking minister Jesse Norman says: “We are committed to creating a cleaner, greener future, and the new fund for e-cargo bikes will help to cut congestion and improve air quality, encouraging companies to replace older, polluting vans with a zero emission alternative. Businesses will soon be able to receive a contribution of up to £1,000 towards the purchase price of new e-cargo bikes, provided they follow a code of cycle safety good practice.” Industry is generally supportive of standardised training for e-cargo bike riders to ensure operators’ credibility in the public eye. Both Pedal Me and Zedify have developed their own cargo bike specific training for riders. Keam says: “I think it is a great moment. If the funding is used well it could really accelerate things. Everyone is alarmed by poor air quality; the technology and the cargo bike is coming to maturity, I think it’s potentially very exciting.”
“If the funding is used well it could really accelerate things” Sam Keam
MEDIA PLANNING GUIDE: JANUARY 2019 – DECEMBER 2019 January, 2019
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ISSUE THEME: THE CORE BIKE SHOW ISSUE
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Sector Guide: Lights Special: Women’s bikes Sector Guide: Chains, gears and crankss Special: Children’s bikes Sector Guide: Stocking fillers Special: Road bikes Extra Distribution: Eurobike Sector Guide: Bike trailers and transport Special: Mountain bikes Extra Distribution: The Cycle Show Sector Guide: Brakes Special: E-bikes
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The year in review As we hurtle towards 2019, BikeBiz speaks to five distributors about their progress throughout the year
Bob Elliot Paul Elliot, director How has 2018, in general, fared for Bob Elliot? After a challenging start to 2018, business recovered well to see us have a strong year. Service and workshop areas have shown growth as we have continued to support the IBDs. What brands have you gained/lost, and what are your thoughts/reasons behind these changes? We have added a few brands throughout 2018 to our
range, most notable being ControlTech handlebars and stems, which arrived with us a few months ago. We have applied focus through this year on growing with our existing partners by expanding or tweaking ranges to help support customer-demand. One area that is fast-moving is our Alex Wheels, and ensuring we have further options available through road-disc areas and offering boost-options for our 2019 collection. Brands aside, have there been any major developments for Bob Elliot throughout 2018? We continued to show our support to the Cycle Show in 2018 by giving trade visitors the chance to see 2019 items for the first time and also continue to promote
December 2018 | 21
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our brands to the public. 2018 has been a year where we have grown our brands. Our number of brands is at the highest level in our history, which covers more sectors and disciplines than ever before. We are working this way during challenging times in the trade to try and give our customers the very best options to suit their needs. We understand all shops have different requirements, whether it be with product-pricing (top or lower end products) or offering different types of products for developing sectors such as urban cycling or gravel. To what extent are you supporting IBDs, and how has this changed throughout 2018? We work closely with our sales representatives who work throughout the UK visiting shops, sometimes as regularly as every week. We receive feedback about market changes all the time and are often trying to support shops to meet these demands. This can be working on reduced carriage bands for the winter months or offering better, more specific seasonal deals on our products which we offer through our sales team. We have tailored our stock levels through 2018 to offer the shops more options and availability on service and workshop areas as we have seen this to be an area of growth, and have also offered some partnership deals to shops to allow them to access better pricing on particular brands. What are your plans for 2019 and beyond? Our forecast for 2019 looks like it will continue in the same vein to continue to grow areas that are in demand: service and workshop. Although, recent visits to exhibitions across the world have suggested soft-goods could be due for a resurgence so we will be adding to our ranges here to help support shops. n
â&#x20AC;&#x153;Our number of brands is at the highest level in our history, which covers more sectors and disciplines than ever beforeâ&#x20AC;? Paul Elliot Bob Elliot
Extra UK Stephen Hayes, head of marketing How has 2018, in general, fared for Extra UK? From a trading perspective 2018 it was a split in two. The start of the year was challenging as the bad weather took hold, however from the second quarter of the year we experienced much more positivity that became the trend for the rest of the year. The change in the weather helped as consumers enjoyed the fantastic summer. Our portfolio of brands within parts, accessories and nutrition gives us the ability to find various opportunities when times are challenging as well as when the sun shines. What brands have you gained/lost, and what are your thoughts/reasons behind these changes? 2018 has seen new brands come into Extra to boost the portfolio. Firstly, Absolute Black came on board with their oval chainrings for the road, MTB and gravel markets. We have seen exciting growth in the brand from a standing start. Consumers are understanding the benefits of going oval to upgrade and improve performance, efficiency and comfort at the same time. Secondly, we introduced the lubricant brand Squirt that complements our offering in this category with a strong range of waxed lubes that stays clean, lasts longer and extends drivetrain life. Best of all they are 100 per cent biodegradable. Brands aside, have there been any major developments for Extra throughout 2018? Extra has developed significantly this year with the introduction of new members of staff that have grown the team with expertise in both sales and marketing. We have now a head of marketing, head of brands and we have boosted areas sales and key account manager positions. In addition to this we have moved into refurbished offices that expand the space we have available to grow further and house new meeting and display areas for brands and dealers to view and experience our products. To what extent are you supporting IBDs, and how has this changed throughout 2018, if at all? We are continuing to support IBDs through our team of dedicated area sales managers who are on hand to assist along with a support team in Wellingborough who help with account and technical queries. We also have plans to improve the B2B website with many more accessible features going forward. We have also developed our point of sale and product literature during 2018 to assist in the selling of our product in store.
December 2018 | 23
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FEATURE We have also invested in dedicated digital advertising linked to dealer locators to encourage consumers to visit their IBD. It goes without saying that the retail landscape in general is changing rapidly and this in turn affects the cycling industry. New concepts that can provide benefits to the consumer and the IBD are welcome. Today’s marketplace is more and more competitive so any new concept needs to stand out and communicate its advantages effectively in order to cut through. What are your plans for 2019 and beyond? We have further changes and developments planned for 2019 with further staff and brand additions to be announced soon. We are very proud of our brand portfolio but there are still areas where we can add value to the market whilst complementing what we already have. From a marketing perspective we now have the increased manpower to push the benefits of more of our products into numerous areas with traditional activity but also new ones too. 2019 is sure to be another exciting year for Extra UK. n
Adam Glew, ecommerce and marketing manager
How has 2018, in general, fared for i-ride? We have really concentrated on our core offerings and there have been some great successes this year, for example, our Northwave shoes rose by almost 20 per cent with a very strong collection, and so did sales of our Bkool trainers. We are specialists, most of our brand portfolio is of premium branded products, and so most of our core client dealers are also specialists and it is this complementary aspect that we have been communicating and supporting them with this year. Our focus has always been on service, so we have continued to prioritise this aspect of the business, and at the same time concentrating on supporting our dealers by encouraging them with activities such as bike fitting, which we believe is a vital tool for dealers to attract and maintain customers visiting their store. What brands have you gained/lost, and what are your thoughts/ reasons behind these changes? This year we introduced some new niche brands like SeaSucker racks which have been very well received. They have some really cool, innovative products and it’s a range which complements our existing portfolio really well, as it’s technical and desirable, whilst our own ORRO brand which we develop in-house continues to experience strong growth. I am really proud of the work our guys here are doing on this as we approach the development in a very innovative and unique way, pulling on many of the leading technologies which we are very good at here in Britain, and concentrating on quality and performance. Brands aside, have there been any major developments for i-ride throughout 2018? During the first part of the year, our new B2B website was launched. This has been a major investment for us and a huge step-up in the modernisation of our service. We believe our new B2B is a state of the art, market-leading tool and will lead to us providing a better and more efficient service to our dealers. At the same time, during those difficult trading months, we took the opportunity to completely overhaul and modernise the business. We invested in a new team of brand specialists, our own direct employees out on the road visiting dealers with a different focus, which is now more about developing better business relationships, training on the product ranges and encouraging more of our dealers to come and visit us down here in Ditchling. We have also invested in more customer service staff. We really believe that the future for us is about providing increasingly higher levels of customer service and support, for example, if a dealer is considering investing in a range of Fulcrum wheels in-store over another brand, they should do so in the knowledge that they will be supported by a team of technical service staff they can call on easily in our service centre for the UK.
December 2018 | 25
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FEATURE To what extent are you supporting IBDs, and how has this changed throughout 2018? It’s key for dealers to stress their strengths for giving specialist advice and service to their customers - that is why customers will keep coming back. So we have stressed the importance of bike fitting and we arrange for our BikeFit guru, Paul Swift, to come over to the UK twice a year to give training down here at our offices in Ditchling. And we are fully aligned with our dealers in this respect, they are specialists and we are specialists, all our products are premium in nature. So commercially, we stress the strength of the portfolio through our elite programme, which has been specifically designed to support our dealers. In basic terms, the more products from our portfolio that a dealer stocks in-store, the more support we can give to our elite dealers through things like better margin, payments terms, marketing support etc. We also develop programmes to assist our elite dealers to have some high-value product in a range to be on display in their shop, which may otherwise be a large upfront investment, for their customers to actually see and feel and hence they are more likely to make a sale than lose that customer elsewhere. What are your plans for 2019 and beyond? For 2019 we have some exciting new brands coming in to expand the range of our portfolio which we will be announcing in January around the time of the Core show, plus also some exciting new developments with our ORRO range. We will also continue to invest in more modern processes and a move to new premises with dedicated training rooms and detailed one-on-one product presentations. However, much of next year will be about continuing with our fundamentals of trying to provide our best possible service and advice to support our dealers. n
“We believe our new B2B is a state-of-the-art, marketleading tool and will lead to us providing a better and more efficient service” Adam Glew i-ride
Raleigh UK Pippa Wibberley, managing director How has 2018, in general, fared for Raleigh? Our distribution business has been on an exciting journey this year so the story is super positive for us. The Raleigh UK team’s dedication to offering a ‘Best in Class’ service proposition has allowed us to offer an industry leading 9pm cut off for next day delivery and we have implemented a live chat service on our B2B so offer another level of support to our IBDs. What brands have you gained/lost, and what are your thoughts/ reasons behind these changes? One of the biggest brand wins for us was the exclusive distribution agreement we secured with The Saris Cycling Group, allowing us to distribute Saris, Cycleops and Powertap in the UK. Alongside The Saris Cycling Group, we also won exclusive distribution agreements with Bont and Supacaz. Agreements like this are really important for our business as it ensures we’re offering the UK’s IBD network the best brands on the market from one place, reinforcing our ‘one stop shop’ solution. We’ve also seen great growth with our in house XLC brand as it really delivers and works hard for the IBD. Not only does it offer an endless aftermarket sales opportunity, but as a lot of the parts are used on our bikes, it allows servicing and warranty queries to be easily resolved by replacing parts with like for like. The easy to install and manage meterage point of sale solution we offer has also been well received and allows a consistent display in store. Brands aside, have there been any major developments for Raleigh throughout 2018? 2018 has been a continuation of our aim to lead the UK bicycle distribution market with great brands, excellent availability and the best service. We have achieved so much in such a short space of time! As previously mentioned our industry leading cut off for next day delivery puts us way ahead of the rest, and the work we have done both on a group and regional level to improve availability has paid dividends this year. To what extent are you supporting IBDs, and how has this changed throughout 2018, if at all? As a business, we constantly strive to make sure we offer a best in class service for our IBDs, ensuring their experience with us is as positive and efficient as possible. Our industry leading cut off times for next day delivery means that stores can order late into the evening and receive their order ready for the next trading day. We know many of our customers just don’t have the shop floor space or storage to keep a large amount of stock, ensuring they have total flexibility ordering from us makes life a lot easier for them. Our click and collect option on Raleigh.co.uk has been a proven success for our IBDs this year, with increased consumer footfall into stores and additional
December 2018 | 27
FEATURE aftermarket sales as a result of the increased footfall. The combination of this with our partnership with the Caravan and Motorhome Club is making a real positive contribution to our retailer partners’ businesses. It is so good to get the feedback from them on the positive impact it is having. Our customers are seeing people walking through their door and spending money who would not ordinarily have shopped with them. That is what we have been pushing for so it is really great to see our hard work deliver. As a business, we’ve worked tirelessly throughout 2018 to increase availability across all ranges to further support the ‘one stop shop’ offering, and to ensure that what our IBD stores need to trade successfully, we can provide them. What are your plans for 2019? For 2019, we want to take the big wins we had in 2018 and further enhance them. For example, our B2B site will see new improved functionality to offer upgraded usability for our dealers. Our service proposition will continue to develop, keeping IBDs at the heart of what we do and ensuring we make the running of their stores as easy as possible. Enhancing both our product and brand portfolio to continue offering the best range for IBDs will remain a key priority for our P&A arm of the business. n
“Our customers are seeing people walking through the door and spending money who would not ordinarily have shopped with them” Pippa Wibberley Raleigh UK
ZyroFisher Martin Hawyes, head of marketing How has 2018, in general, fared for ZyroFisher? Overall 2018 has been a successful time for ZyroFisher, we have implemented various initiatives both internally and externally that are coming to fruition for us now and we’re seeing positive signs from these strategies for both us and our dealer base. We are all aware it hasn’t been an easy year for the cycling industry. For ZyroFisher this means we have to constantly evolve in order to meet and then exceed the changing needs of our customers, but this has been done in a very considered way to ensure we deliver growth, both for the business and for our customers. We are all witnessing a pivotal time in retail and media consumption, and as shopper habits change we are always mindful of how we support our partners and our brands in the most comprehensive way possible. This isn’t easy, but we constantly evaluate what we’re doing and try to maintain a certain level of agility to ensure we deliver the best possible solutions. What brands have you gained/lost, and what are your thoughts on those changes? At ZyroFisher we are very fortunate to be partnered with the best brands, our portfolio is extremely strong and we are very lucky to be able to offer so many fantastic opportunities for our customers. But we don’t like to stand still, so as always there have been numerous additions to the portfolio in 2018 such as Evoc, GT85, NiteRider and WD-40 Bike. We regularly hear from brands that identify with our IBD centric mentality, which continues to resonate with all involved. We have replaced brands this year to ensure we continue to work with brands where our goals are aligned in supporting the IBD. We are constantly focused on the changing retail market dynamics. We have to be aligned with our brands to ensure we support IBDs and to help them remain relevant for years to come. We will continue to add exciting brands to our portfolio in 2019 which will make our proposition to IBDs even stronger. To what extent are you supporting IBDs? We believe our IBD support is second to none. We understand the fight is real out there and we have numerous support programmes, brand initiatives and platforms in place to equip dealers in the best possible way to remain on the high street. By example, we launched our Sram Platinum Partners several years ago now, and as a tool it has helped dealers negotiate against the loss of business purely on price. More recently, in 2018, we have launched a microsite programme to support brand stockists. With Evoc we have launched a microsite, a bike bag hire initiative and a digital support programme that then directs interested end users to their closest Evoc stocking IBD. This then allows them to hire a bike bag for their next cycling trip away. If you consider the marginal gains rule in terms of our support programmes, as these initiatives combine they’re providing more and more commercial benefit. Our OTIF’s are impressively high, our logistic arrangements for everyday ordering epitomise our commitment to the IBD with a 6pm order cut off and the ability to place your first order every day with ZyroFisher carriage paid regardless of value. If you need it and we have it, we’ll get it out to you. What are your plans for 2019 and beyond? We have some very exciting plans. A key thing that will be different next year will be the way we attend some of the larger events and the way we market our top tier brands for our stockists. You will start to see some of this very soon over the coming months. Beyond that, ZyroFisher has a very clear strategy that we remain on course with. We will continue to focus on delivering new opportunities and improving the level of ongoing support for our partners. n
28 | December 2018 www.bikebiz.com
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What next for UK cycleways? Laura Laker peruses a previously unpublished document that reveals plans for an HS2 Cycleway
overnment plans for a ‘worldclass’ national cycleway stretching the length of the HS2 railway line, which remained hidden for more than two years, were finally revealed in October. The Government-commissioned report detailed a cycleway of unprecedented ambition throughout England, linking communities up on a more than 1,000mile route, in an enormous Y-configuration from London to Manchester, Liverpool and Leeds. This national cycleway would link six cities, 40 towns, 200 smaller settlements, 276 mainline rail stations, two areas of outstanding national beauty, 76 air quality management areas (areas set to miss air pollution reduction targets), and numerous places of business. Benefits could range from tourism, to congestion busting, health and air quality improvements, to public realm and high street regeneration. The report’s authors, Royal Haskoning, co-founder of Sustrans, John Grimshaw, and highways engineer, Phil Jones, of PJA, drew up design standards that they hoped would set a high bar for the design of future cycle routes across the country. However, BikeBiz understands the report was not published for fear it would put pressure on Government to fund the route.
30 | December 2018
Given the return on investment for cycling infrastructure ranges from £5.50 to £35 per £1 spent, and HS2 has an ROI of just £1.47 per £1, the national cycleway could be the single biggest benefit for communities severed by HS2. HS2 made a legally-binding commitment to Cycling UK it would ‘cycle proof’ crossings along the route, but has since been accused of back-pedalling on those commitments. Adding cycling and walking capacity on bridges and tunnels now comes with a minimal cost. Retrofitting infrastructure afterwards, meanwhile, would be so expensive as to be impossible. Without such links communities will be unable to cycle safely around much of the rail line. The report outlined 12 ‘pathfinder’ schemes, routes that could have been delivered by next year, that had work started when the report was published. In the meantime, Grimshaw has managed to fundraise, negotiate and deliver the first, the Waddesdon Greenway, a four-kilometre route in Aylesbury from Waddesdon to Wendover, opened in September. Advocates argue the Governmentowned HS2 Ltd should be required by the Department for Transport (DfT) to deliver infrastructure for the cycleway, by adding extra width to bridges and tunnels, and wide paths on roadsides.
“Overall, this Budget fails to provide sufficient funding for rural communities and small towns” Duncan Dollimore, Cycling UK
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HS2 would deliver cycling infrastructure if required to by the Government, which begs the question, why isn’t the DfT requiring HS2 to deliver the cycleway as part of its community benefits? Even if the route isn’t delivered now, at least there will be the option to complete it in future. What does the budget mean for the cycling sector? You have to look quite hard to find cycling in this year’s Autumn budget. Campaigners have criticised the Government for once again ignoring calls to invest five per cent of its budget in active travel, and Cycling UK says this budget overlooks cycling in rural areas. The charity’s Duncan Dollimore says money is “disproportionately ploughed into motorways and highways which make up two per cent of our roads network. “Overall this Budget fails to provide sufficient funding for rural communities and small towns, with the focus on our larger cities and the major road network.” The following aren’t solely cycling funds, but are ways councils can apply for funding for cycling and walking. So, where is the money? In a nutshell, this is the roadmap to the various squirrelled stashes, from which canny councils may be able to extract cycling-shaped nuggets. The DfT says its Roads Investment Strategy is “bound to include dedicated funding for cycling”, but the details haven’t been published yet. Transforming Cities Fund (£680 million): £240 million for ‘significant transport projects’ in six English metro mayor cities, and £440 million for city regions shortlisted for additional ‘competitive funding’, to be announced. A £675 million Future High Streets Fund, to improve access to high streets and town centres, which could include cycling and walking infrastructure. A £90 million ‘Future Mobility Zones’ (part of Transforming Cities), to include trials of “new transport modes, services and digital payments and ticketing” and, possibly, e-bikes. £150 million for local authorities to improve junctions, as Dollimore put it: “This could be good news, but it highlights the pressing need for the Government to publish its new design standards. This will ensure the funding is not wasted on schemes that disadvantage pedestrians, cyclists and other vulnerable road users, and will instead benefit the local community.” A £420 million pothole and local roads fund – definite benefits for cyclists, who are disproportionately at risk of serious injury and death from poor road surfaces, but Cycling UK says the Government should adopt a “fix it first" policy, rather than patching roads when they’re already badly damaged. In October (pre-budget) the Government also announced a more specific cycle fund, £3 million for Sustrans to work with Highways England, which runs, builds and maintains the UK’s main road network, to improve National Cycle Network crossings and connections. 32 | December 2018
By 2020/21, the Government says 200 schemes, worth £100 million, will be on the ground, 80 of which have been built already. The problem with putting cycle funds in diverse pots of money, without guidance or, on the whole, ring-fencing from Government, is local authorities will have to be canny and motivated to deliver cycling. The problem is, those councils who don’t prioritise or are unsympathetic towards cycling will not feel the need to chase funding or to build safe cycling routes. Local cycling and walking plans an opportunity for the LBS, but only if funded In 2017, a Bicycle Association-commissioned report revealed the cycle industry is worth more than the steel industry. We know shops are closing, like pubs, but could Government policy help rejuvenate the local bike shop? The answer is yes, if there is funding. Local councils are now required by the Government to develop Local Cycling and Walking Infrastructure Plans (LCWIPs), identifying areas for cycling and walking improvements, and devising an active travel network, prioritising areas with the greatest cycling and walking demand. The requirement was part of the Government’s longawaited Cycling and Walking Investment Strategy, and the Government ambition to make cycling and walking the “natural choice for shorter journeys”. However, campaigners argue because there’s no funding for LCWIPs, cash-strapped councils may see it as more work for no more money. In June, cycling minister Jesse Norman said LCWIPs plans developed with support from the DfT will be considered for funding – when it’s available. Effective LCWIPs could help the cycle industry, not least the local bike shop. More cycling means more demand for local bike shops, and the industry that supplies those shops. However, LCWIPs need funding to build the network for people to make local trips, and potentially longer leisure trips, by bike. At the moment, the number one reason people don’t cycle is fear of traffic. A network of safe cycle routes, protected from motor traffic, would remove this major barrier to cycling – and help more people get on their bikes. Without funding, though, it’s just a wish list. n www.bikebiz.com
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125 years of Magura M
agura celebrated its 125th anniversary this year, a significant milestone in any company no matter how big or small. From the gear rack for steering columns, still a symbol in the company’s logo today, to the manufacture of electronics and high-tech synthetic materials developed in-house, a lot has happened since it was founded. Fabian Auch, fourth generation of the Magura owner family, celebrated the milestone with employees from all around the world, in a one-day party that took place in Germany where it all started. The company was founded by Auch’s great grandfather Gustav Magenwirth, who was born in Bad Urach in 1866. An apprentice and later employee of engine designer and automobile engineer Karl Benz, Magenwirth became a
Magura managing director Fabian Auch chats to Rebecca Morley about the company's heritage and reflects on its achievements to date
manufacturer of engines, hydraulic pumps and synthetic materials as well as motorcycle and bike components. He invented one of the milestones in the company’s history, the straight-pull control lever blade for motorcycles, which led to a cooperation with BMW in the motorcycle sector that still exists today. Auch is now the managing director in the family-owned holding, home to Magura and electronic company Bebro, and has been in the company since 2011. It was passed down to him from his father, who had it passed down to him from Magenwirth’s daughter. The combination of tradition and progress at Magura is characterised by the fact that Magenwirth’s family home is now used as the headquarters of the holding company Magenwirth Technologies in Bad Urach.
December 2018 | 35
“E-bike is not a hype, it’s a real business” Fabian Auch
Despite stepping back in the company, Auch’s father is on the council and he is still a main shareholder. Auch himself has spent the last seven years in several positions within the company and he’s also involved in the electronics side, as he aims to learn a bit more about each part of the business so he can make progress in his holding position. This tradition of each generation taking over to keep it in the family is “typical Magura”, Auch says, even if it won’t always continue in that way: “That’s the way my father did it when he stepped into the company, but it’s not necessarily the only style that’s possible. “First of all, we want to continue the long history of the company and also the tradition and the core values, we have done that since the beginning. On the other hand, I think we’ll have to change a little, depending on what the market is demanding, as we have for 125 years. We want to stay in our core competence, which is components for motorcycles and bicycles, but you never know if there’s going to be another topic that pops up in the future that we have to follow.” In 1957, Magura took over a synthetic materials injection moulding shop for the development of its own products and designs. Today Magura produces in the state-of-the-art factory in Hülben, where the Carbotecture and Carbotecture SL materials are developed and manufactured in-house. At the Hengen plant, 130 employees produce bicycle brakes, motorcycle components and industrial parts. Magura now divides its business activities into four segments: bikes, powersports, 36 | December 2018
controls and composite, and when looking back over the last 125 years, Auch says the changes and developments that Magura has made over this time is a highlight in itself. He says: “We can see the changes that we’ve made when we look back at the last 125 years and then compare it with the last few years. One thing for sure is that the changes are getting faster and faster and it affects us more in a shorter space of time. I think that will continue, especially now with e-mobility. “E-bike is not a hype, it’s a real business, and we can see the growing businesses for the future, with e-MTBs and e-cargo bikes and whatever else comes up there. There is a lot of discussion about the commercial e-bike applications in the cities and all these transportation forms, whether it will be two wheels or three www.bikebiz.com
“The biggest highlights in the last 25 years have been the hydraulic wind brake and the hydraulic disc brake” Fabian Auch
wheels or four wheels, and they will all need to have a good break and that is our chance.” Even with motorcycle components, Auch wants to cover all mobility solutions, including the components that already exist and the ones that will exist in the future, as he says: “Since 1923 we have been the supplier of BMW motorcycles, which is also one of our core competencies. The electronification is going to start soon and I think that’s going to happen very quickly, so you have to take your decision on which direction you want to take.” Auch says that roughly every 25 years, Magura has had to drastically change in the business: “Gustav started with motorcycle components, and then the business grew and so did motorcycles, especially in Germany. “And there was a time when these vehicles went down a little so Magura had to change, and then we became the supplier for Volkswagen. This business took another ten years and then we had to change again, and then finally in the 1980s we came into the bicycle business with the hydraulic wind brake.” Over the last 30 years, Magura has transformed itself from a newcomer in the bike sector with the development of the first hydraulic bicycle brakes in 1987 to a technology leader in the industry: “We came up with the hydraulic disc brake, and since then the bicycle is now the biggest part of the business. I think the changes that we had to make and also the success that we had in these changes is a highlight in the history”, Auch explains. “Right now we are in motorcycles and bicycles so the next phase will be e-mobility solutions.” www.bikebiz.com
Magura has created innovative ideas for e-mobility and is continuously developing existing components such as an electronically-controlled seatpost. In 2016, the wirelessly adjustable seatpost, the Vyron Elect, became a highly successful product on the cycle market, and since 2017 Magura, ZF Friedrichshafen and other companies have combined their strengths in a joint venture to promote e-mobility, providing technological impetus in a key future market. The common goal is to develop, manufacture and sell products to support growth. Auch says: “I think the biggest highlights in the last 25 years have been, on the bicycle side, the hydraulic wind brake and the hydraulic disc brake. More recently, we also came up with the Vyron seatpost. At the same time, we also grew in the motorcycle components, with the clutches and brake systems, especially for BMW, so product-wise those have been the highlights. “I think that’s going to be the direction that we’re going to continue with, whatever comes up as a component that fits this portfolio. We are open to finding new ways, new components and new solutions for our partners to help them become part of the mobility world.” The importance of e-mobility for Magura is shown by the company’s numerous innovations and products in recent years. Together with Bosch, the first ABS system for bike brakes was developed and it has been available on the market since 2018. Bosch supplies the control system, and Magura supplies the knowledge and technology for the brakes. To celebrate 125 years of Magura, the company released an anniversary brake that has been produced as a special edition in wooden packaging, with the anniversary logo engraved on the master and caliper. The MT1893 was made as a limited edition only for the aftermarket. Magura also hosted a huge one-day party, where there was a total of 726 employees from around the world in one place to join in the celebrations. “We did two parties, one was a party for our external guests, and then we had a party for all the employees, not only for the German part of the company but for the worldwide organisation”, Auch says. “It was good for everybody to meet and that was our target - to bring together all these people that know each other maybe by email, telephone or Skype but have never actually seen each other face to face”, he says. “We had 82 employees from Magura Asia over here in Germany, and they knew how to party. That was the fun, to be able to celebrate, talk and spend time with them. We had people from the US, Germany and other European countries, and we had a really good time and it was also a chance to come closer and to get to know the company team.” Looking to the future, the company aims to continue for another 125 years at least. “That is one of our long-term goals, to keep the company going for the next generations,” Auch concludes. “We don’t know how we’re going to do that exactly, but we all know we want to do it. That’s going to be one of my tasks for the next few years and decades, to be part of that continuation.” December 2018 | 37
11/20/2018 3:08:22 PM
Catching up with Moore Large Moore Large’s Adam Biggs reflects on a challenging year in the cycling industry
How has 2018 been – what were the highs and lows? Were there any surprises in the year for you? 2018 has seen a significant increase in additional retailers purchasing from us, with more than 75 new retailers making a significant investment, in terms of shop space, for Tern and Forme alone. Our business has also experienced a strategic and structural change over the last year which has notably seen consolidation across our bicycle division portfolio for the bicycle reps, enabling them to fully focus on three brands: Forme, Tern and Cuda. We have recently added WTP to its portfolio too, which is starting to gain some good traction with historical Haro accounts as well as additions for WTP. There were not any major surprises as far as industry trends or patterns were concerned this year as we have already proactively adapted to a changing marketplace. Within our IBD division, we have taken a strategic approach to selling, and don’t go direct to the customer, via click and collect or home delivery, to protect our retailers. This strategy is the polar opposite to many companies, and means our retailers can invest in our products with confidence.
A major advantage to being a distributor of so many categories and product assortments usually means that if one sector is down, another is up, so this always helps us to remain in a stable, cash-rich position which in turn gives our customers the confidence to continually invest in us. Similarly, which brands or products performed well? Any unexpected, or indeed predictable trends that emerged? Forme is a major part of our future development and security so we did expect to see strong year-on-year growth here and we are on the right track as the brand continually evolves. The major high, and a pleasant surprise for the year, has been with Tern. We knew Tern was a fantastic brand prior to becoming its distributor, but it has arguably become one of the best brands we have ever worked with. The product development and learning over the last few years has eventually come to fruition for them, so when this is combined with the strong sales effort and back support offered by ML I suppose it was destined for success!
December 2018 | 39
The majority of the UK’s largest retailers are stocking the brand, with the major success story being Tern’s electric folding commuter bike, the Vektron, and its do-it-all cargo bike model, GSD (which stands for Get Stuff Done). We have recently launched a brand new collection of Cuda Junior bikes too, which are performing exceptionally well and collectively offer the most comprehensive range of junior bikes in the marketplace, covering most categories from entry level balance bikes to premium road, race BMX and full suspension MTBs. The bikes look exceptional and have seen some excellent commitment from over 200 dealers nationwide. What’s in the pipeline for 2019? Any big plans? Forme will launch around 30 new models for 2019 across Road Adventure, Junior, Cyclo Cross, e-bike and MTB, in our quest to become the largest British multi-category bicycle brand. Tern also has some show-stopping new products in the pipeline that cannot be revealed until the new year – keep an eye out for those. For Tern, we are looking to select around a dozen stores across the country to work with as selected partners to become Tern Corner Stores. These will be a store-in-store type retailer, providing us with the very best visual brand presence and a place customers can test ride and view every series within the Tern range. Corner Stores will get full branding and merchandising, demo day support and the highest level of support, margin and terms on offer.
40 | December 2018
We are working on a new project at present to offer the very best digital support for our retailers. Furthermore, the lion’s share of our marketing and promotional spend will be geared towards boosting our brand presence in store to give our consumers the very best online and in-store shopping experience. A major addition to Moore Large products was Tannus Tyres; what were the motivations behind that deal and how do you see the brand evolving? With the cycling infrastructure constantly changing and evolving here in the UK we have been on the lookout for new products and categories to reflect those changes. This motivated us to take on Tannus, and through our extensive dealer base we can expand its presence here in the UK. Exciting things are coming soon from Tannus and if you were lucky enough to attend the NEC Cycle Show you may have had a sneak peek of a few of the new models. A major loss was Haro Bikes, who you had a partnership with for 24 years. You immediately added WeThePeople, Radio and Salt. Tell us a bit about that. We had a long and successful relationship with Haro, but as the BMX market continuingly evolves, brands need to also drive progression. We have always admired WeThePeople and what it brings to BMX. It is the number one brand in that sector and has been our main competitor for many years having such strength and depth to the brand. We are delighted to be working with
“Exciting things are coming soon from Tannus” Adam Biggs
WeMakeThings to bring WeThePeople, Radio and Salt into the UK, and believe we now we have the strongest offering of BMX products in the marketplace, with WeThePeople continuing to be the number one brand, Radio launching into a new chapter with the expansion of its already great offering, and Salt/ Saltpus delivering all the components every BMX’er needs! You also added Guee, a company specialising in handlebarmounted technology, in February. Could you talk about that? We were delighted to launch our partnership with Guee this February, introducing its range of innovative Cycling Solutions to our customers. Receiving a warm welcome from those customers, Guee has proved a popular addition to our portfolio. With some exciting additions to that range on the horizon for 2019, we are looking forward to witnessing the growth of this range of clever, well-made products. Now we’re a way into negotiations, do you have an idea what Brexit will mean for you as a company, and your brands – has a clearer picture emerged of the challenges and opportunities that lie ahead? ML has been in constant discussions with its European suppliers and are confident that that irrespective of the type of Brexit agreement reached , we will enjoy secured supplies, and as always ML carries very good stocks of all our ranges.
Geared Show is Moore Large’s in-house trade show, which you took on the road to Perth, Scotland, this year. Can you share your highlights? What are your plans for next year’s event? The company has run its trade show in one form or other for every one of its 44 years. We made our return to Scotland this year with the travelling geared show showcasing new additions to our impressive portfolio. Products that most caught the dealers’ eye were the new range of long-travel bikes from Enduro, the Polygon Siskiu N series, and the new 2019 WeThePeople BMX bikes range. It’s so important that we make time to take the products to the dealers in Scotland, and they always reward us by taking the time to attend. The friendly, laid back atmosphere of the Perth race course venue makes it a real pleasure to exhibit at. n
“We knew Tern was a fantastic brand prior to becoming its distributor, but it has arguably become one of the best brands we have ever worked with” Adam Biggs
December 2018 | 41
Fantastic opportunity for young entrepreneur ... The inventor of Bikebins is seeking a new owner for his business. This provides the opportunity for someone to take over a limited company, which has been going for more than ten years, for no capital. Sam Lowings, sole owner and manager, is retiring and looking for a “younger entrepreneurial person with drive, energy and marketing skills” to take over. The product, made for cyclists, is designed to be waterproof, protective and damp proof. Lowings said it is a unique, “superior and cheaper to the market leader Ortlieb”. The idea for Bikebins stemmed from Lowings’ solo bike ride from Exeter to Vladivostok in 2006, as he was unimpressed by the performance of pannier bags. It has a small but loyal fan base, steady sales and profits and has no debt. For further details on this great business opportunity then please email Sam on firstname.lastname@example.org or call him on 01722 714299 or 07955604323
The rise of the bikepackers If cycling wasn’t hard enough, a new ultra-tough hardcore has developed on the fringes – and is growing rapidly, writes Alexander Michael
ike racing is not an easy sport. This much cannot be disputed. The Tour de France maintains its reputation as the toughest sporting event in the world, covering 21 days of sprinting, climbing and breaking away over 3,500 kilometres (2,200 miles) every summer. Even the man credited with the Tour’s founding, Henri Desgrange, opposed any advance that made racing easier – the derailleur for example, about which he says: “Isn’t it better to triumph by the strength of muscle? We are getting soft.” With a love of cycling often follows a pursuit of beauty and the brutal in equal measure, an instinct that is driving some to find further tests of mental and physical strength.
There is a phenomenon on the fringes of the cycling world that is threatening to move into the mainstream in an unexpected way - known as either bikepacking, adventure cycling, or ultra-distance riding - and it’s open to everyone. In tune with its many names, this subgenre of bike riding takes on almost infinite variations, from weekend warriors touring out to the countryside near their homes and camping under the stars in a bivouac, to 2,400-mile unsupported battles through the European wilderness. One of the people who has found himself embroiled in this fledgling counter-culture is Ian Walker, an environmental psychologist who lives in Bristol.
December 2018 | 43
Walker has only taken to ultra-distance bike racing in recent years, but found himself enamoured with the discipline. The 44-year-old says: “I got into it entirely through running really. I was doing ultra-distance running until a couple of years ago, almost exactly two years ago and I’d been doing fairly well at that. Not winning things but putting up solid performances, usually finishing in the top ten per cent in most races I had a go at. Then I saw the Transcontinental and there was something about it that grabbed me.” The Transcontinental (TCR) is the most famous of ultra-distance races and is seemingly at the forefront of the scene. First held in 2013, TCR is a bike race born out of purity and simplicity. Held across continental Europe in one single stage, with no support and no predetermined route, riders are free to ride however they choose. Walker, a senior lecturer at the University of Bath when not riding his bike unimaginable distances, says: “It genuinely scared me. When I got a place, it was genuinely this feeling of nervousness at doing something quite so unknown, but something so amazing. It was lifechanging and all the clichés that go with it. What’s nice about it is aspects like route-planning, everything about it comes together into this really perfect race.” After completing his debut TCR in 2017, Walker went on to race in the TransWales and North Cape 4,000 events in 2018, winning both.
44 | December 2018
When asked why he loves this side of the sport, he says: “The obvious answer is that I found I was quite good at it! One of the things that appeals is there’s more than one way to be good at it and more than one way to win. “You could win by being a fast rider. You could win by handling sleep deprivation. You can win by being a really good problem solver. You can win by just being really tough. They all play along and are all in this sliding balance. I think the fact that there’s more than one way to win the race for me is the one thing that makes it really exciting.” As you might expect, such demanding events require something special in the kit being used. Reliability takes precedence over all other considerations - your kit can’t fail when you’re camped in a European woodland 100 miles from the nearest LBS. On how he shops for kit, Walker says: “Kit is so important when you need it and not important most of the time. I think a reputation for reliability is something I’d be quite interested in. In terms of the actual kit itself, I’d be thinking about waterproofing quite a lot. You don’t want kit letting you down in the middle of nowhere. “It would be lovely if there were some shops that specialised, because pretty much everything you have to end up getting through online ordering. Of course then there’s a lot of holding tape measures up to your frame and trying to decide which is the right size. If there was somewhere to go and stick frame bags on your frame, that would be amazing.”
“It would be lovely if there were some shops that specialised, because pretty much everything you buy ends up being through online ordering”
WORKSHOP BRAKE MAGURAORIGINAL SPAREPARTS
“To offer my customers fast support in case of defects I always have MAGURAs MT Sport on stock.” Hardys Bikeshop
Reliable brake performance for 51,34 £. The new MT Sport has all technical features German engineering has to offer. With the stiff Disctube brake hose it is the perfect choice for Cross-Country and the city. The low price, a 5-year leak proof warranty and its simple installation make it the perfect workshop brake for your store!
December 2018 | 45
WIRELESS CONTROL THE NEW CONNECT DRIVE WIRELESS SYSTEM LETS YOU KEEP YOUR HANDS ON THE BARS AND REMAIN IN CONTROL OF YOUR LED SETTINGS. • Quick-action, two button switch wirelessly controls front and rear LEDs independently. • Front - Max 800 lumens / 8hr 45min Day Flash mode. • Rear - Max 150 lumens / 3hr 15min Day Flash mode. • Multiple modes, eight front and eleven rear. WIRELESS BAR SWITCH
• Memory feature, returns LED to the last mode used.
PROUDLY DISTRIBUTED BY UPGRADE BIKES LTD | UPGRADEBIKES.CO.UK | 01403 711 611 | WWW.LEZYNE.COM
FEATURE In reality, ultra-distance cycling is not a new spectacle in the cycling world. Professional riders would cover colossal distances in one-day races almost since the creation of the bicycle, including the 350-mile Bordeaux-Paris and the 750-mile Paris-Brest-Paris. Even the Tour de France featured terrifyingly long stages, including a 300-mile stretch during the 1919 Tour. But as the UCI introduced limits on the length of races, ultra-distance cycling entered a new phase, one that is open to everyone. On whether he had sensed growth in this side of the sport, Walker says: “If you look at TCR, it went from being a small number of people and everyone who applied got a place, to being oversubscribed. There are new races and equipment manufacturers cropping up. It feels healthy.” The growing popularity of ultra-distance cycling, adventure riding and bikepacking has not gone unnoticed in the industry. British premium clothing brand Rapha has expanded into the adventure market hugely, releasing bib tights, shorts, jerseys and even a sleeping system geared towards the intrepid. Along with a new range, Rapha’s delve into the unknown includes a return to the professional peloton with the EF Education First-Drapac WorldTour team, complete with an ‘alternative calendar’ of cycling events.
This selection of standout events will see professional riders from the EF team taking on ultra-distance events like the Three Peaks cyclocross race and the TCR. Rapha says it carried out extensive research and found that cycling needed to do more to bring out personalities, hence the alternative calendar. Whether this can save the brand from a recent slump, which resulted in redundancies and cost cutting, is yet to be seen. Elsewhere in the world of professional cycling, adventures have been making headlines. This summer Irish national champion Conor Dunne and American Larry Warbasse set off on their ‘No Go Tour,’ a 1,140 kilometre jaunt through the mountains of southern Europe over eight days. The pros set off without a destination or contractual obligation after the collapse of the Aqua Blue Sport team that had sponsored them before it folded suddenly in summer. Offering up daily updates via video and photos on social media, the pairing gave fans and the industry an insight into a challenge that was purely for the love of cycling. Hot on the heels of that epic ride, Belgian professionals Thomas De Gendt and Tim Wellens set off for one last test of the season, riding 1,000 kilometres home from their final race of the year in Italy to Flanders in Belgium.
December 2018 | 47
“We talk about bikes and go to trade shows, but really it’s a hobby and we do it because we enjoy it” Nathan Hughes
The Lotto-Soudal riders spent six days trekking across the European mountains after finishing the final Monument race of the year, Il Lombardia. De Gendt and Wellens say they weren’t inspired by Dunne and Warbasse and had already been planning their ride. Able to finally enjoy nature along the way, the pair rode without the pressure of a hulking peloton chasing them down. One of the brands riding this wave is Leeds-based manufacturer Restrap. Established in a back bedroom with a single sewing machine by managing director Nathan Hughes in 2010, Restrap offers baggage for every kind of cyclist, including those lost in the wilderness. Hughes says: “We started out producing straps from recycled car seat belts, hence the name Restrap. With the growth that we’ve had, our interests shifted a bit more into luggage as well. We’ve grown to produce everything from on-body bags to on-bike bags.” But at the business end, has Restrap seen a rising tide on the adventure side of the sport? Hughes says: “There’s been a big growth in the adventure cycling side of things. There’s generally been a big growth in just people carrying luggage on their bikes. There’s definitely a mind-shift in people realising they can use their bikes to get to work but they can also go on holiday for a couple of weeks and cycle across the country. I would say we get a bit more of an educated customer around cycling. Generally when they come to us they know a bit about bikes and a bit about luggage already.” Of course to hold on to customers who value reliability above all else, you have to take a different approach - products need to be built to last in all conditions. On Restrap’s philosophy, Hughes says: “There are a few things we do a little bit differently. The first one is a lot of our systems - we make things as easy as possible to fit on the bike and take off the bike. The great thing about 90 per cent of our products is they will fit any bike, so you can buy one set of luggage and if you’ve got multiple bikes you can put them across the range. 48 | December 2018
“The other thing is how we build the products. Generally, with touring, it’s been about weight for many years. But we have the aspect of building stuff to last, which is a little bit different to some of the people out there. We’ve taken all the manufacturing in-house, so we have a little bit more control over the quality, which gives us a big difference as well.” While catering to the experienced adventurer, Restrap is working to make its products accessible, to get as many people out on the bike as possible. Hughes says: “Our main aim is to try and make it a bit more inclusive to everyone. The one thing we really aim to do is get your standard person on a bike with some luggage and say you can go away for a weekend. You don’t have to be riding at 25 miles per hour to get across the country in the fastest time.” After forming eight years ago, Restrap has grown with demand. The company now employs 16 staff, with that number expected to rise to 20 by 2019, and has recently moved into a new space more than twice the size. But how does the MD see the brand moving forward? “I think it will shift,” Hughes says. “Some people will move onto panniers and traditional kinds of luggage. It might even shift to commuting a bit more. We get a lot of customers using frame bags on a daily basis, when before it was more of a touring product where you’re going away with it. A lot of the items are slotting into the commuter market a bit more as well, so I think the traditional sense of bikepacking may change but the style of cycling and luggage will be around for quite a while.” But the most important detail for a brand gearing to the wild ones is understanding why. Hughes has some thoughts on that: “It appeals to them because it’s the fun side of cycling. It doesn’t have to be deadly serious. It can just be going out with your mates and stopping at the pub. I think that’s what people forget. We talk about bikes and go to trade shows, but really it’s a hobby and we do it because we enjoy it.” n www.bikebiz.com
01772 459 887
Distributors of great brands across the UK Find your Local stockist at: www.bob-elliot.co.uk or contact us on: email@example.com Tel: 01772 459 887
1. Netherlands based manufacturer of bike components. 2. Providers of an extremely broad and comprehensive range of premium quality cable and brake components.
High precision sealed bearings
Workshop displays* Transit workshop display
Cable parts & tools
6 colour endcaps assortment box
Disc brake pads
Endcap crimping tool
Rim brake pads All-in-one mobile display frame. Workshop displays compactly arranged.
Component displays also available individually. *Minimum stock purchase required.
For the full ‘Elvedes’ experience visit www.elvedes.com
DISTRIBUTED IN THE UK BY:
0845 0508 500 firstname.lastname@example.org thecycledivision.com
Limiting risk Dalston-based Mamachari reflects on five years in the business Can you tell us a little about how Mamachari began? Mamachari started out in 2013 importing and selling second-hand Japanese city bikes and child seats. Now we have two stores and do all kinds of (mainly British) bikes and accessories as well as servicing and repairs. What makes Mamachari a successful shop? We are firmly focused on what our customers need as well as what they want or aspire to. This is important because although we enjoy using quality bikes and kit ourselves, it may not be appropriate for our customers and not everyone has the budget for it. Of course, we cater for those who want www.bikebiz.com
to spend a bit more on performance luxury products but not to the exclusion of everyone else. We canâ&#x20AC;&#x2122;t afford to alienate or turn anyone away these days. What are the key contributing factors to your success? Being friendly, open and honest with our customers and freely giving time and advice is vital. Time and again customers have told us woes of condescending bike shop staff and being told how their beloved bike is a pile of junk and they should just buy a new one instead of repairing it. We also carry a â&#x20AC;&#x2DC;curatedâ&#x20AC;&#x2122; range of products rather than just having bits and bobs of whatever. December 2018 | 51
A lot of thought goes into selecting products for our stores and as such when customers come to research or buy we can give comprehensive and detailed information on the merits of the product. More recently we’ve put a lot of effort into making our brand more visible online. Having an e-com store even if you don’t plan to sell a lot online is important in helping customers find you. Why are bike shops struggling at the moment? The slow pace of economic growth particularly in the high street retail sector is definitely a general contributing factor. I think many bike shops have been used to operating a certain way and have been perhaps a little unwilling to move with the times. What worked in bicycle retail 10-15 years ago may not work well now. I know of several well-established bike shops that have closed in the last two years because they were not in sync with the way retail trends have shifted. Problems I’ve seen include excessive inventory holding, focusing too narrowly on a single market segment and just being too complacent in the face of competition. With the maturity of the online marketplace, we all know too well the race to the bottom is not something that IBDs can compete with. But at the same time, we can’t go on trying to fight against them. They’re here to stay and we have to accept that. What we can do is focus on what we (IBDs) can do that online stores cannot, and incorporate that into our USP. What should the industry be doing to move forward? I think the retail industry needs to focus on delivering high-quality customer service and being responsive and adaptive to consumer needs. The more attentive we are to consumer needs and wants, the more likely we are to win their custom. More can also be done from higher up the retail supply chain. 52 | December 2018
“As long as we keep listening to our customers and being adaptive and flexible, we will have the highest chance of sustainability”
Whilst we understand that brands and distributors need to generate enough revenue to survive and have started selling online direct, more resources should be channelled into supporting IBDs. Many brands now recognise that the best place for customers to engage with complex products like bicycles is in a local bike shop. How do you plan on safeguarding your shop for the future? It’s a constant worry and I guess that in itself is part of our strategy. We’re constantly looking at what we’re doing and asking ourselves ‘Does this still work for us? Does it still deliver the best for our customers?’. No one can predict the future but I think that as long as we keep listening to our customers and being adaptive and flexible then we will have the highest chance of sustainability. We will also continue doing as we have from the very start by limiting exposure to financial risk – we don’t borrow money and we keep tight reins on our expenditure on credit terms. n www.bikebiz.com
Wheels, tyres and inner tubes 2
Grand Prix Urban
302 Carbon Clincher
Distributor: Moore Large
Distributor: Oneway Distribution
Tannus is launching its Armour tyre insert for off-road. The Armour will be the first insert on the market designed to be used with a regular clincher and inner-tube setup. The unique structure will not only prevent punctures and pinch-flats, but also enable riders to significantly lower their tyre pressure, for more grip and a lower rolling resistance, whilst protecting the rims from impact damage.
Based on the casing of the Continental Grand Prix, this is perhaps the most sportive urban tyre ever made. Extra comfort is provided by a wider 35-622 dimension. BlackChili highend rubber compound has been used to provide the right grip in both wet and dry conditions. With PolyX Breaker and an additional rubber layer, this folding tyre possesses allround puncture protection.
With a 45mm deep Indianapolismade carbon rim, optimised for low aerodynamic drag and precise handling in all riding conditions, the 302 Carbon Clincher delivers the ride that Zipp wheels are renowned for at a price that makes Zipp carbon quality and performance more attainable than ever. A centre-locking brake rotor mounting interface keeps the wheels light and easy to service.
This multi-purpose rim is a hookless tubeless carbon rim designed for cyclocross, gravel and XC MTB. Scope wanted to develop a proper race wheelset that would offer a better balance of weight, lateral stiffness, comfort and durability than rivals available for premium cyclocross, gravel or XC MTB racing. The O2 is designed with a 25mm internal, 31mm external width and a shallow 23mm rim.
Contact: 01332 274252 email@example.com
Contact: +49 30 695 351 923 firstname.lastname@example.org
Contact: 0031 10 3403504 email@example.com
December 2018 | 55
Solo Flip Flop
Road Disc Carbon SLS
Distributor: Raleigh UK
Distributor: Ison Distribution
Distributor: Greyville Enterprises
Distributor: Oxford Products
A fantastic all-round tyre for wet or dry conditions, the XLC Street X Puncture Protection tyre includes a Kevlar insert to protect yourself from all of the different road surfaces. Available in six sizes, reflective or non-reflective and different colours this tyre can give you all the performance you need.
Our Carbaura RC wheelsets have been designed to keep you one step ahead of the competition. Built around a Computational Fluid Dynamics tested, aerodynamic profile in a Carbon Fibre chassis, low weights, linear compliance and lateral stiffness were our primary aims with the Carbaura RC wheelsets. Hand-built in the UK with lightweight bladed aero spokes to decrease resistance and widely spaced hub flanges.
This selection of Momentum wheels are at the better end of the market without going into stratospheric levels. An excellent example is the “Solo” single speed reversible rear with an Acor “flip flop” hub for use with either single speed freewheel or threaded fixed sprocket. Hub is large flange with sealed bearings and solid axle fitted to a 32-hole Weinmann DP18 rim with silver Cross three plain gauge spokes.
Describing these wheels as versatile is an understatement, at home on the road, gravel and bunny hopping hurdles in a Cyclocross race, these are the carbon disc wheels that can and will do it all. The wheels weigh a staggering 1295 grams, with the super lightweight Baccara SLS rim having an internal rim width of 19.1mm, allowing a wide range of options when it comes to tyres.
Contact: 01353 662 662 firstname.lastname@example.org
Contact: 01993 862 300 email@example.com
Street X Puncture Protection
Contact: firstname.lastname@example.org 01773 532 600
56 | December 2018
Metro Elite Tyre
Calavera Road Wheels
Latex Inner Tube
Distributor: Oxford Products
Distributor: Raleigh UK
Distributor:: Solent UK
Easy rolling, an abundance of puncture protection and durable, the three things you need from a commuter tyre. These are also the three major features of our brand new commuter tyre, the Metro Elite. The tyre comes in a 700x35C size, so there is plenty of comfort but without any compromise of speed, helping you get from A to B by bike much more pleasurably.
Our new Tubeless ready Carbon Road/CX/Gravel wheels are designed to offer increased stiffness, reduced weight and more speed. Available in 700c (disc and non disc compatible, with the rear up to 148mm boost) alongside different depths (35mm and 45mm) there is a wheelset for anyone. Carbon rims laced onto a Chosen v3 Hub which features 150-point engagement rate and made in the UK.
The new Afterburner WideR is a tubeless wheelset that features a 29in hookless bead system for lighter weight, improved durability and easier tyre installation. It is artisan built entirely by hand, and is asymmetric with 25mm depth x 27mm wide alloy clincher rim. Sealant tape and tubeless valves are also pre-installed to speed up the tubeless conversion process.
Built for endurance and performance on the road, the Vittoria Latex Inner Tube is crafted from latex for a durable lightweight construction. Available in two variant sizes (19-24mm and 25-28mm) and a valve length of 51mm, which is fully compatible with the Vittoria Valve Extensions. This tube is purpose build with the performance sportive riders/racer in mind.
Contact: 01993 862 300 email@example.com
Contact: 01773 532 600 firstname.lastname@example.org
Contact: 023 9252 1912 email@example.com
December 2018 | 57
LG1 Race Tyre
Roamer and Gypsy
Distributor: Silverfish UK
Distributor: Jungle Products
Distributor: Extra UK, Madison
e*Thirteen’s LG1 dual-ply downhill tyres have finally made it to market and are well-worth the wait. Carrying over the same tread that made the TRS tyres a cult classic, the LG1 tyres offer a stable, supportive casing, and excellent puncture protection at a surprising weight. The LG1 tyres use tapered Apex inserts, which dramatically improve grip under cornering and braking, decrease rolling resistance, and dramatically increase the tyre’s puncture resistance.
Plus-curious, but not willing to commit to an ultra-wide rim that’ll square off the swathe of 2.6 tyres popping out of moulds around the world? The new Reserve 37’s width (37mm internal) is optimised for tyres from 2.5 to 2.8 inches wide, and will still support a 3.0 nicely. We feel it’s the best balance of support for wide-buttraditional tyres, while also offering enough volume to let 2.8-3.0 tyres solve the traction + volume = shred equation.
The Bora WTO 60 represent not only the most efficient wheels possible in terms of aerodynamic performance and low rolling resistance but by doing so while maintaining an additional focus on weight makes for an ever more efficient total structure. The hubs, made from aerospace grade alloys and engineered to reduce every unnecessary milligram from their construction also contribute to the scant weight of the overall wheel.
The Roamer and Gypsy tyres can tackle anything from your daily commute to a weekend touring the back roads. Both are capable of the increased loads, torque and speed associated with e-bikes, as the tyres meet the European ECE-R75 certification. With a slick centre, Kevlar breaker and leaf-like tread pattern on the shoulders, the Roamer is perfect for e-bikes, gravel bikes, and your adventure-biker.
Contact: 01752 843 882 firstname.lastname@example.org
Contact: 01423 780 088 email@example.com
58 | December 2018
Racing 6 Disc Brake
742 Logo Carbon Wheels
Distributor: Extra UK
Distributor:: Upgrade Bikes
The Racing 6 DB is a tubeless compatible disc brake wheelset from the Fulcrum line-up. The classic style hub with J-bend spokes adds an air of classic performance and reliability to a stylish and modern wheelset. At an impressive 1690gr for a pair of road disc wheels the Racing 6 DB is the perfect training wheelset and is a great entry point into Fulcrum quality. These are ideal for sportive riders looking for something more that a standard wheelset.
These new wheels feature all the good points about our prior wheelsets, with a few bonus features: 27.5in/650b carbon Boost wheels. 41mm outside/ 35mm inside rim width, designed to work with tyres between 2.35in-3.0in. Tubeless with rim tape and valves installed. Six bolt disc hubs with 36t 4 pawl free hub. Asymmetric design allows for identical spoke lengths on the front, rear, drive and non-drive side and even spoke tension for a stronger wheel.
Clincher tyre, 23-622 | 25-622 | 28-622. The silver label showcases the PZero Velo, aimed at road racing. It is light and the most versatile of the three as it provides speed and handling along with dry and wet grip meaning top cycling safety. It is ideal for competitions or training on any type of surface. Years of top-level racing expertise deliver its crowning jewel: the PZero Velo, here to challenge the best bicycle clincher performance.
Srp £1,100. New 2019 carbon “All Road” series from Reynolds offers exciting new rim dimensions, industry leading technical carbon build quality, high quality hubs backed by a lifetime warranty. The AR41 Disc Brake wheelset rolls with 21mm internal hooked profile widening to 30mm externally over its 41mm deep section. Reynolds proprietary carbon material and lay-up has been engineered to exacting standards for strength, ride quality and durability.
Contact: 01444 243 000 firstname.lastname@example.org
Contact: 0131 449 4147, email@example.com
Contact: 01933 672 170 firstname.lastname@example.org
Contact: 01403 711 611 upgradebikes.co.uk
December 2018 | 59
Cycle footwear 1
Cube Shoes RD C:62 SLT
Tempo Powerstrap R5
Privateer and Manta Lace
Distributor: Oneway Bike Industry
Distributor: Raleigh UK
Distributor: Extra UK
Two disc closures mould the shoe to the foot like a second skin for optimum pressure distribution. The stiff Cube carbon outsole transmits power with maximum efficiency while the Cube Anti-Slip System keeps the heel firmly in place. Optimum climate control comes courtesy of an intelligent mix of dirt-repellent upper and ventilated tongue.
This composite heat, mouldable entry-level cycling shoe is now available with micro adjustable buckle retention system. The Riot combines Bont’s pro series technical features including our power transfer platform and anatomical shaping with competition grade materials to create the most technically advanced entry level road cycling shoe.
Tempo Powerstrap R5 is a versatile road cycling shoe with an innovative Velcro closure designed for an enveloping fit. While most Velcro closures simply pull together two sides of the shoe’s upper, in this configuration a ribbon wraps around the foot, enabling ultimate comfort and containment using just two straps.
Giro is renowned for the comfort of their laced shoes. The new Privateer and Manta Lace shoes combine the durability of the acclaimed Privateer mountain bike shoe with a laced upper, making for a versatile shoe that is built withstand rugged conditions. Designed for off-road adventures with a look that’s also ideal for touring or the daily commute.
Contact: 0031 10 3403 504 email@example.com
Contact: 01773 532 600 firstname.lastname@example.org
60 | December 2018
Georgia in Dublin
Extreme RR 2 GTX
Gauge and Gauge Women’s
Distributor: Direct to retailer
The Extreme RR 2 GTX boot utilises the top end performance of the Extreme RR and Extreme Pro with the warmth and protection of the GTX series shoes. Made with Northwave’s Xframe patented construction and ultralight next generation materials, the upper transfers every watt of power and provides the snuggest, even fit with no pressure points.
Offering an athletic approach to mountain bike footwear. The Gauge has the fit and feel of a trail running shoe with the reliable grip of an aggressively lugged rubber outsole and clipless pedal compatibility. With an injected nylon inner shank for pedalling efficiency, it’s an ideal shoe for anything from trail riding to spinning in the gym.
The Georgia in Dublin Leggits are waterproof overshoes designed to go over flats, boots, high heels and runners. They come to just below the knee so protect the lower leg from splashes, not just the feet! With high visibility details up the back and sides, and with width adjustable velcro tabs, the Leggits provide visibility and comfort for urban and country cyclists.
Built for riders without an off-season, the MW7 is tough, insulated and comfortable with a Gore-Tex liner designed to keep you riding even when the weather’s at its worst. Updated for 2019 with a BOA L6 dial closure system, Shimano’s premium off-road winter shoe is back and better than ever before.
Contact: 01444 243 000 email@example.com
Contact: +353 1 643 2326 firstname.lastname@example.org
December 2018 | 61
In association with
Bob Elliot and Co Ltd Unit C4 Binary Court, Matrix Park, Western Avenue, Buckshaw Village, Chorley, PR7 7NB Tel: 01772 459 887 Web: www.bob-elliot.co.uk
Cooke Components Unit 7C Cufaude Business Park, Cufaude Lane, Bramley, Hants, RG28 5DL Tel: 01256 880739 Web: www.cookecomponents.co.uk
EBCO 5 Pegasus House, Olympus Ave, Warwick, CV34 6LW Tel: Tel +01926 437700 Web: www.ebco-ebikes.co.uk
Fibrax Ltd Queensway, Wrexham. LL13 8YR Tel: +44 (0)1978 356744 Web: http://www.fibrax.com
Jungle Products Ltd Unit 3, The Cedar, New York Mills, Summerbridge, HG3 4LA Tel: 01423 780088 Web: www.jungleproducts.co.uk and www.santacruzbikes.co.uk
M & J Distributors Ltd Unit A, Hanix Buildings, Windmill Lane, Denton, Manchester, M34 3SP Tel: 0161 337 9600 Web: www.mjdist.co.uk
Met Helmets / Bluegrass 22-24 Ely Place, London, EC1N6TE Tel: 0207 1937 496 Web: www.met-helmets.com
Moore Large & Co Grampian Buildings, Shinfin Lane, Derby, DE249GL Tel: 01332274200 Web: www.moorelarge.co.uk
North Sports 102 Charleston House, 87–95 Neilston Road, Paisley, PA26ES Web: www.northsports.co.uk
Oneway Distribution BV PO BOX 12, 3000 AA Rotterdam Tel: 0031 10345 3510 Web: shop.o-w-d.nl
Oxford Products Ltd De Havilland Way, Range Road, Witney, Oxon, OX290YA Tel: 01993 862 300 Web: www.oxfordproducts.com/bicycle
Pitbitz Ltd Unit 6 Thorpe Drive, Thorpe Way Industrial Estate, Banbury, Oxon, OX16 4UZ Tel: 01295 269333 Web: www.gazeboshop.co.uk and www.thebikeboxcompany.co.uk
The Bikebiz DIRECTORY 2018 is out now, providing the industry with a must-have guide to the UK’s retailers, distributors, manufacturers and related businesses.
BB Directory2018-DPS-AD_final.indd 1
DISTRIBUTION AND WHOLESALE
E-COMMERCE AND EPOS
EVENT ORGANISERS, HOSTING, HOLIDAY AND HIRE
MARKETING, PR AND CONSULTANCY
MEDIA AND PUBLISHING
Assos 57 Farringdon Road, London, EC1M 3JB Tel: 0203 621 1555 Web: www.assos.com
Clarks Cycle Systems Head Office, Unit 1 The Old Dairy, Pessall Lane, Edingale , Tamworth, Staffordshire, B79 9JL Tel: 01827 382800
Reece Cycles plc 100 Alcester Street, Birmingham, B12 0QB Tel: 0121 622 0180 Web: www.reececycles.co.uk
Bike Rental Manager c/o H W Fisher & Co Acre House, 11-15 William Road, London. NW1 3ER Tel: +33 4 66 03 14 32 Web: www.bikerentalmanager.com
Schwalbe Tyres UK Ltd Schwalbe Centre, Hortonwood 30, Telford, Shropshire, TF1 7ET Tel: 01952602680 Web: www.schwalbe.co.uk
AWEÂ® Unit 80, Courthill House, 60 Water Lane Wilmslow, Cheshire. SK9 5AJ Tel: 01625-873130 Web: www.awebike.com
The Cycle Division Unit 27 Gatehouse Enterprise Centre, Albert Street, Lockwood, Huddersfield, West Yorkshire, HD1 3QD Tel: 01484 456137 Web: www.thecycledivision.com
Walkers Cycle Components Ltd 22 Holywell Road, Leicester, LE2 8SG Tel: 01162 833885 Web: www.walkerscycles.co.uk
ZyroFisher Ltd Roundhouse Road, Faverdale Industrial Estate, Darlington, DL3 0UR Tel: 01325 741200
Web: www.zyrofisher.co.uk / www.zyrofisherb2b.co.uk
Citrus-Lime Limited Lantern House, The Ellers, Ulverston, LA12 0AA Tel: 01229 588 628 Web: www.citruslime.com
Dexshell Unit F1-F3 Longford Trading Estate, Thomas Street, Manchester, M32 1JT Tel: 01618644666 Web: www.dexshelltrade.com
ORGANISATIONS, CHARITIES AND ASSOCIATIONS
RETAILERS, WORKSHOPS AND MAIL ORDER
SERVICES AND TRAINING
Cycleguard Insurance Southgate House, Southgate Street, Gloucester, GL1 1UB Tel: 0333 004 3444 Web: www.cycleguard.co.uk
Cycling UK Parklands, Railton Road, Guildford, GU2 9JX 01483238300 Web: www.cyclinguk.org
Aqua Blue Sport LTD 4 Cleve Quarter, Monahan Road, Cork, Ireland Tel: 00353214847477 Web: www.aquabluesport.com
Yellow Jersey Cycle Insurance Prospero, 73 London Road, Redhill, Surrey, RH1 1LQ Tel: 0333 003 0046 Web: www.yellowjersey.co.uk
Invisiframe Tel: 01743 232297 Web: www.invisiframe.co.uk
Rozone Limited Queen Street, Darlaston, Wednesbury West Midlands. WS10 8JB Tel: 0121 526 8181 Web: www.rozone.co.uk
Smartmotion International Ltd RM C, 13/F, Harvard Commercial Building, 105-111 Thomson Road, Wan Chai, Hong Kong Tel: 8615895656508 Web: www.smartmotionbikes.com
700c Cycle Shop Insurance Plough Court, 37 Lombard Street, London. EC3V 9BQ Tel: 0333 433 0827 Web: www.700cinsurance.co.uk
Weldtite Products Ltd Unit 9 Harrier Road, Humber Bridge Industrial Estate, Barton-on-Humber, Lincs, DN18 5RP Tel: 01652 660000 Web: www.weldtite.co.uk
The Bikebiz DIRECTORY 2018 is available to view online at www.bikebiz.com
BB Directory2018-DPS-AD_final.indd 2
MARKETPLACE FRAME RESPRAY, REPAIR & BUILD SERVICES
TO ADVERTISE ON THESE PAGES PLEASE CONTACT email@example.com or call 0207 354 6028
BIKES & ACCESSORIES
Santa Cruz Santa V10 Santa Cruz Cruz V10 V10 Period respray Period Period respray respray Santa Cruz V10 Period respray shown with shown shown with with with new with with new new shown with with new custom custom paint custom paint paint chrome chrome plating chrome plating plating
custom paint chrome plating
Professional bicycle frame Professional Professional Professional bicycle bicycle frame bicycle frame frame respray service respray respray respray service service service ·· Trade Trade prices prices · Trade · available available Trade prices prices available available ·· Specialist frame repairs Specialist · Specialist frame · Specialist repairs frame frame repairs repairs ·· High quality service & end product High quality · High · service High quality quality &service endservice product & end & product end product ·· Quick & reliable turnaround Quick &· Quick reliable · Quick & turnaround reliable & reliable turnaround turnaround ·· Replacement decals available Replacement · Replacement · Replacement decals available decals decals available available ·· Established Established · Established ·1974 1974 Established 19741974
www.argoscycles.com www.argoscycles.com www.argoscycles.com www.argoscycles.com firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com
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64 | December 2018
LIVE-QUERY ON AVAILABILITY MORE THAN 3000 ARTICLES INDIVIDUAL CUSTOMER DISCOUNT LOW SHIPPING COSTS New Dealers can register online.
BIKES & ACCESSORIES
MARKETPLACE BIKES & ACCESSORIES
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firstname.lastname@example.org 01798 839 300
email@example.com 01798 839 300
NEW STOCK AVAILABLE NOW!
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BIKES & ACCESSORIES
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December 2018 | 65
TO ADVERTISE ON THESE PAGES PLEASE CONTACT firstname.lastname@example.org or call 0207 354 6028
BIKES & ACCESSORIES
BOTTOM BRACKET SOLUTIONS
33 integrated, CNC machined aluminium complete BB Solutions
BIKES & ACCESSORIES
New 2017/18 trade catalogue available TELEPHONE
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Bearing presses, Hangers and Sealed bearings Now with double sealed Enduro bearings Online BB Adaptor ﬁnder: wheelsmfg.co.uk
0845 0508 500
Add a free copy to your next order
“It’s full of really useful stuff!” Mrs H. Bars, Sprockett
thecycledivision.com EPOS & COMMERCE
66 | December 2018
BIKE LABELS, BOTTLES, BAGS & GENERAL PRINT
DATA AND ANALYSIS
The bike-sharing economy Fact.MR presents a research study on the bicycle parking racks market
ommercialisation and public bike sharing remain prominent trends in the bicycle parking racks market. The rapid pace of urbanisation hasnâ&#x20AC;&#x2122;t been without its own share of challenges. Increasing air pollution and chaotic road traffic, especially in urban centres, continues to be a challenge for Governments all around the world.
Addressing these challenges entails a multi-pronged approach, with decreasing the reliance on automobiles being an integral part. The use of bicycles as a means of commute, especially for covering short distances, isnâ&#x20AC;&#x2122;t entirely a new idea. However, in recent years, it has gained prominence on account of health and wellness, and carbon consciousness.
December 2018 | 67
While car sharing became popular in an effort to resolve problems of urban traffic, bike sharing has gained significant traction as an effective and sustainable transport solution for distances that are too long to walk and too short to drive. The bike-sharing economy has necessitated the demand for efficient bicycle parking management. As unorganised bicycle parking aggravates existing traffic congestion on roads, bicycle parking racks have become a common sight in urban areas wherein their presence is no more restricted to public gardens or near subway stations. An opportunity of branding through bicycle parking racks has added a commercial aspect wherein custom bike racks with the brand name or logo are being used to enhance brand visibility. Identifying the possibilities of commercialisation, small businesses are voluntarily offering their storefronts for bicycle parking rack construction, in a bid to capture greater visibility. Small businesses investing in bicycle parking racks to increase customer footfall According to a study carried out by the Portland State University, about 67 per cent of business owners agreed that presence of bicycle parking racks significantly enhances foot and bike traffic in their store locations. The study also found that businesses that are easy to reach by bicycle tend to get more consumer visits. Commercialisation has further propelled the design evolution of bicycle parking racks. While traditional parking racks were limited to bike positioning, manufacturers are providing custom or theme-based bicycle parking racks that help businesses in enhancing their brand visibility. In addition to public bike sharing, bicycle parking racks are witnessing penetration in official infrastructures where sustainable transportation is encouraged.
68 | December 2018
Presence of a variety of appealing shapes, mount types, decorative designs, bike locks and bike lockers are well-accepted among modern bike riders. While traditional bicycle parking rack remains the most sought-after design, digital parking racks are witnessing increasing adoption. Digital parking racks with RFID access card, alarm and connectivity are being installed in private or commercial infrastructures. In most countries, the demand for bicycle parking racks is met by local dealers or manufacturers. Since the inception of the first modern bicycle rack known as ‘Sheffield rack’ in England, Europe continues to witness growing investments in bicycle parking racks. China: A lucrative market for bicycle parking rack manufacturers China’s extensive bike-sharing landscape has witnessed a prominent shift towards dockless bikes. However, to resolve the bicycle overflow in graveyards, China is expected to witness steady demand for bicycle parking racks. Increasing popularity of dockless bike and scooters can reduce the necessity of bicycle parking racks. However, as an economical and sustainable mode of transportation, the perennial popularity of bicycles will continue to underpin the necessity of bicycle parking racks in the near future. n
‘Europe continues to witness growing investments in bicycle parking racks’
DATA AND ANALYSIS
Cyclistsâ&#x20AC;&#x2122; satisfaction with major A-roads and motorways maintained by Highways England
Transport Focus published a report that measured the experiences of cyclists who travel along, beside or have to cross major A-roads and motorways maintained by Highways England. The report found that in the East Midlands and the North West, more than three quarters of of cyclists are satisfied.
Reasons for overall satisfaction of journey (per cent of cyclists mentioned unprompted)
East Midlands 28 per cent 20 per cent 14 per cent 12 per cent 11 per cent Nine per cent Seven per cent Seven per cent Six per cent Two per cent
Reason for overall satisfaction of journey Route was relaxing/ enjoyable Route was well maintained and clean Enjoyed being outside Route was easy Provisions that made the journey better Scenic route Felt safe Felt active/ good exercise Minimal traffic Got to destination
North West 33 per cent 19 per cent 19 per cent Ten per cent Ten per cent Six per cent 11 per cent Eight per cent Six per cent Seven per cent
Rating individual aspects of the route (per cent of cyclists very/fairly satisfied)
East Midlands 78 per cent 72 per cent 65 per cent 64 per cent 60 per cent 59 per cent
70 | December 2018
58 per cent 57 per cent
Aspect of route Visibility on the route ahead Signage for road vehicle users Ease of use of road crossing points Directness of road crossing points Lighting â&#x20AC;&#x201C; where provided Quality of the path Freedom from litter Availability of road crossing
North West 81 per cent 75 per cent 66 per cent 70 per cent 60 per cent 57 per cent 59 per cent 65 per cent
55 per cent 54 per cent
Ease of getting onto path Availability of path
57 per cent 50 per cent
49 per cent
Signage for pedestrians/cyclists
51 per cent
WHE N P OWE R A ND STYLE UNIT E; I NTRO DU CI NG T HE N EW RA LE IG H C E NTR OS .
Designed in Britain and made in Europe, the Centros is our most technologically advanced electric bike to date. Power and style unite to deliver cutting edge innovations and provide you with the complete leisure electric bike package.
If you’re looking for a subtle and discreet electric bike then the Centros is the bike for you. Fully integrated into the bicycle frame is the bike’s hidden source of power – the 500wh battery from Bosch.
Have you ever wished that everything you wanted and needed was under one roof? XLC is every dealers dream come true, one brand that houses all your bike part needs. Coming from the same stable as Haibike, XLC stands for function, fashion, comfort and technology. With recognisable blue packaging and high stock turn XLC is often referred to as the fast moving blue wallpaper. Sold by the metre, XLC and its point of sale concept offers a flexible solution for retailers. With its modular, flexible tailored point of sale solution, the selection of stock is down to you. With no set packages, it gives you the option of choosing the products you know will sell in your store. XLC is truly optimised for stock turn and high margin which in turn leads to increased profitability. For 2018, 1500 additional product lines have been added to complement the existing UK range.
XLC stockist offers: We have a range of stockist offers to suit all needs which will give you access to our best pricing terms, free of charge point of sale units and industry leading margin. For full up to date information on our stockist and point of sale programme please contact your Raleigh area account manager today.