BikeBiz September 2019

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‘If and when e-scooters are made road-legal, cycling businesses worldwide will have to come to a decision: are you with them or against them?’


CONTENT Editor James Groves

Graphic Designer Tom Carpenter Production Manager Sarah Lamb

ADVERTISING SALES Sales Manager Richard Setters +44 (0)779 480 5307

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MANAGEMENT Media Director Colin Wilkinson

Printed by Buxton Press Ltd ISSN: 1476-1505 Copyright 2019

Biz Media Ltd, Axe & Bottle Court, 70 Newcomen St, London SE1 1YT All contents © 2019 Biz Media Ltd. or published under licence. All rights reserved. No part of this magazine may be used, stored, transmitted or reproduced in any way without the prior written permission of the publisher. All information contained in this publication is for information only and is, as far as we are aware, correct at the time of going to press. Biz Media Ltd. cannot accept any responsibility for errors or inaccuracies in such information. You are advised to contact manufacturers and retailers directly with regard to the price of products/services referred to in this publication. Apps and websites mentioned in this publication are not under our control. We are not responsible for their contents or any other changes or updates to them. This magazine is fully independent and not affiliated in any way with the companies mentioned herein. If you submit material to us, you warrant that you own the material and/or have the necessary rights/permissions to supply the material and you automatically grant Biz Media Ltd. and its licensees a licence to publish your submission in whole or in part in any/all issues and/or editions of publications, in any format published worldwide and on associated websites, social media channels and associated products. Any material you submit is sent at your own risk and, although every care is taken, neither Biz Media Ltd. nor its employees, agents, subcontractors or licensees shall be liable for loss or damage. We assume all unsolicited material is for publication unless otherwise stated, and reserve the right to edit, amend, adapt all submissions.

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Here we go again The prospect of publishing a September edition in the cycling industry calendar is one I’ll always meet with a small measure of apprehension. At the time of writing, it’s too early to discuss our annual trip to Friedrichshafen or the NEC Birmingham, and it would certainly be jumping the gun to reveal the winners from this year’s BikeBiz Awards. And yet, by the time readers with more hectic calendars have the opportunity to read this month’s BikeBiz, any pre-Eurobike build-up may be outdated. If the schedule is a little disconcerting for journalists, I can only imagine the chaos this time of year brings for IBDs, brands and distributors alike – visiting the plethora of late-summer trade shows, constructing and deconstructing stands, and meeting countless clients… all while keeping your day-to-day business running smoothly back home. Instead of second-guessing the timing of our content, then, we’ll focus on an issue the industry will be forced to tackle in years to come: the evolution of micro-mobility, and, more specifically, the e-scooter. Even publishing the word at the front of this edition feels like something of a taboo – especially considering there are some out there who still refuse to consider the e-bike as a member of the cycling family. But, like it or not, the e-scooter continues to rise in prominence, and if – more likely when – they are made road-legal, cycling businesses worldwide will have to come to a decision: are you with them or against them? In this edition, we hear from four cycling stalwarts from various sectors of the industry to garner their thoughts on this burgeoning trend. On a closing note, there is still time to purchase tickets for the BikeBiz Awards, which takes place at the Cycle Show in Birmingham on 12th September. For tickets, or any other Awards-related enquires, visit

James Groves


Editorial: +44 (0)203 143 8779 Advertising: +44 (0)779 480 5307


Staff Writer Rebecca Morley

Rebecca Morley

Richard Setters

Tom Carpenter

staff writer

sales manager

graphic designer

+44 (0)203 143 8777

21/08/2019 15:12 Call: 029 20 468 900

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SEPTEMBER 2019 Opinion



How IBDs can take their payment options up a gear As more people look to bikes for their daily commutes, IBDs need to nudge them along. The question is – how?


Counterfeit crash testing SnapDragon founder and CEO Rachel Jones looks at safeguarding your brand




The Cycle Show We look ahead to another trip to the NEC Birmingham


Saris BikeBiz catches up with Raleigh UK’s Lee Kidger after a year of exclusive distribution


Analysing the e-scooter market Four industry stalwarts ponder the e-scooter landscape and to what extent it could tie in with the cycling market

IBD Focus



Establishing a digital presence’ Deryck Jones tells Rebecca Morley why having a digital presence is important to IBDs

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How IBDs can take their payment options up a gear By Michael Bevan, CEO at consumer finance specialist, Duologi


ublic appetite for cycle travel is growing. A perfect storm of environmental consciousness and desire for health and wellness is driving a boom in leisure and commuter cycling alike. Yet, for bicycle retailers, there is still plenty of work to be done in encouraging more cyclists to make what is often a substantial financial investment. According to Cycling UK, bicycle use has increased almost every year since 2008. The number of miles cycled in 2017 sits at around 3.27 billion, which is around 29% higher than the figure for 1997. Figures from the Department of Transport suggest that in 2016/2017, 3.4% of the population in England aged 16 and above cycled five times a week, equating to around 1.5 million people. These figures went up to 5.7%, or 2.6 million people, cycling at least three times a week, and 11.9%, or 5.3 million people, cycling at least once a week. Nevertheless, as Cycling UK also points out, “there is a long way to go until cycling reaches the levels seen in 1949 (14.7 billion vehicle miles)”. And no one could claim that even 10% of the adult population being regular cyclists is a landslide yet. Whilst more and more people look set to swap engines for pedals on the daily

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commute over the coming years – benefitting their health, their pockets and the environment in the process – retailers are going to need to nudge them along. The question is – how? Join the campaign Public awareness and campaigning will be two major pieces to the puzzle. Retailers are in a powerful position to join forces with organisations like Cycling UK and campaign more for interventions like cycle superhighways, which make cycle travel safer and more appealing. Partnerships with local schools and employers are another option, enabling retailers to reach a ready-made audience of potential customers in return for, say, providing training on cycle safety or bike maintenance. The more knowledge people are empowered with in relation to both cycling and bicycles, the more likely those people are to shift onto two wheels. A significant outlay However, retailers also need to pay attention to the financial outlay involved in purchasing a new bike, particularly in light of the

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According to Cycling UK, bicycle use has increased almost every year since 2008

turbulent economic and political environment, which tends to put people off making significant or perceived luxury expenses. There is no denying that high-quality bikes can be expensive. A cursory Google search reveals a wealth of articles suggesting that ‘decent road bikes start from around £250’. Not a fortune, but not an insignificant amount of money either. E-bikes, meanwhile, cost thousands. In practice, this means that retailers operating under traditional upfront payment methods risk alienating a huge base of potential cyclists. Innovate here, and retailers could potentially encourage thousands or even millions more people to take the plunge. Of course, innovative payment models are not new to the cycling sector. The Cycle to Work Scheme was introduced in 1999, enabling employees to spend on bicycles and associated equipment tax-free, and in manageable stages. Statistics suggest that the average spend through such a scheme is around £800, a stark reminder that, when properly supported, cycling is something on which people are prepared to spend substantial sums.

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But cycling retailers can go even further. Cycle to Work is popular because it saves customers money – but also because it enables them to spread the cost of a large purchase in an extremely manageable way. Retailers can implement a very similar model with the help of point of sale (POS) finance – that is, an interest-free loan at the point of purchase. Understanding POS finance So what does POS finance look like? The short answer is that there is no short answer – because POS finance can be tailored in myriad ways according to the retailer, purchased item and customer in question. The amount of the loan, what proportion of the purchase price the loan covers and its payment terms can all be tailored according to the needs and profile of that particular purchase. Indeed, this flexibility – even more agile and bespoke than a mass corporate scheme – is one reason why bicycle retailers should be keen to explore the options. And this flexibility is appealing to customers.

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At Duologi, we recently investigated UK consumers’ attitudes to POS finance, and found that over a third – 34% in total – of shoppers said that they would be more likely to buy from a retailer offering POS credit in the form of an interest-free loan. Given that, as we have seen, only around 10% of the UK population may be cycling on a weekly basis, this suggests clear space for retailer growth. Yet, despite this, nearly all of the consumers we surveyed – 94% in total – said that they wouldn’t think to ask a retailer if POS finance was available. It hasn’t yet been normalised across different sectors; in many people’s minds, “spreading the cost” is associated with specific products, such as white goods or sofas. The message for bicycle retailers, then, is clear. There is a substantial opportunity here to offer interested but uncertain shoppers far more flexible and affordable means of buying what may be one of their heftiest purchases all year. But one which – for a variety of health, environmental and ongoing financial reasons – they are very keen to be able to make. Designing a POS solution to fit From there, bicycle retailers need to think carefully about how to set up and market a POS solution, ensuring that it reflects and enhances their overall brand and ultimately makes life easier for customers.

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As we have seen, visibility is essential for customers who are unlikely to think to ask, but this visibility must be thoughtfully in line with the brand positioning. Brash messaging around interest-free loans and ‘nothing to pay today’ are unlikely to sit well with retailers who want to be seen as trusted advisors, businesses that help customers find the right bike for their needs, and are happy to provide advice and maintenance long after the original purchase. Instead, messaging and positioning should focus on flexibility, affordability and information. Remember that, for customers, the critical information is the size of the regular payment, the date of the regular payment and the length of the payment term – as well as the amount that they will have paid overall. This information needs to be absolutely clear from the outset, particularly the point that this does not make the bicycle more expensive overall. In other words, retailers need to be able to undertake these calculations quickly and seamlessly at the checkout, so that the customer can make a fast and informed decision. For customers who want to go ahead with POS finance, it’s vital the application process is just as smooth and seamless. Whether it takes place online or in-store, the application form needs to be simple and result in a quick decision. Like cycling itself, POS finance has the potential to grow enormously in the UK. Forward-thinking retailers can take their payment options up a gear now. n

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Counterfeit crash testing SnapDragon is an online ‘brand guardian’ helping businesses fight counterfeit products. Founder and CEO Rachel Jones looks at safeguarding your brand


ith the rise of the internet, it has become increasingly difficult for brands to protect their products from criminal counterfeiters eager to make big money from stolen ideas. Shockingly, the OECD estimates that trade in fake goods is worth $486 billion (£400 billion), making up nearly 2.5% of world trade. In recent years, knock-off bikes have swamped online stores. The growing number of businesses outsourcing manufacturing to China has fuelled this surge, luring in customers with unbelievable price tags. Brands, such as Contador, have spotted fakes of their specialised products on Chinese websites such as DHGate and AliExpress for as little as an eighth of their own price. Fakes are bad for business, of course. But they are also bad for consumers. In the cycling trade, the difference between a bicycle that has been carefully developed, rigorously tested and approved by consumer safety bodies, and those that have simply had a stolen logo painted on the body, can be life and death. And it’s not just bikes. Counterfeit helmets crowd the virtual shelves, with the composite roll cages – so important for ensuring strength –

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omitted to save costs. In a test conducted by Specialized Bicycles in California, a counterfeit helmet broke in half when it hit a curb. When it comes to your brand, imitation is certainly not the most sincere form of flattery. Having a rock-solid brand protection strategy in place is absolutely vital. So, what is brand protection? Put simply, brand protection is about protecting your Intellectual Property (IP), such as your trademarks, design rights, patents and even your images. Effective brand protection prevents criminals from illegally making and selling a ‘copycat’ version of your product – preventing your consumers from getting hurt. Even with high-tech equipment, counterfeiters can manufacture convincing knock-offs for a fraction of what it costs to produce the real thing – having paid no attention to the safety and quality attributes of the original product. Costs may have been cut using unregulated materials, toxic chemicals in dyes and worse. These products are being marketed online and sold at lower than the retail price, undercutting the authentic brand’s RRP.

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Why is it important? Online counterfeit retail sales are growing at an annual rate of 20%, meaning that the volume of fake goods sold online will soon surpass those sold by physical vendors. This is proof that online brand protection is more important now than ever. The financial implications of counterfeits can be catastrophic. This I know having battled fakes myself, and it took a long time to get back on track.

‘The volume of fake goods sold online will soon surpass those sold by physical vendors’

Fakes destroy brand reputations. When a consumer purchases a substandard product, not realising it is a fake, the instant assumption is that the brand is at fault. Social media is a powerful tool and, however unwittingly, the damage is done. Sadly, counterfeits don’t just put your business and your consumers at risk. Counterfeiting is far from being a victimless crime. Many are made in appalling conditions, exploiting cheap and underage labour, and profits fund drug trafficking and people smuggling, amongst other things. What should I do if I find a counterfeit product online? Fortunately, there are now a number of low-cost strategies which, when applied in concert, provide a robust and advisable approach to protecting a brand online. Firstly, don’t panic if you come across a counterfeit of your product online. But if you do not already have one, you must implement a brand protection strategy straight away. The next thing to do is to buy a sample. If you have a sample of an infringing product in your hands, you can do a proper comparison with your own. Compare and contrast. Try to find three differences, which will enable you to alert trusted distributors and retailers, as well as your customers. If the products are incredibly similar, look for packaging errors, spelling mistakes, differences in finishing, smells, the inclusion of silica gel packets – anything that could indicate it’s a fake. Some manufacturers like to highlight all the variations between genuine and fake publicly on their website. While some variations are sensible to mention, we would recommend that not all are brought to the attention of the eagle-eyed counterfeiter. Chances are they will be monitoring your website. If it’s all too similar for comfort, think about things you can incorporate into future manufacturing runs. Small edits which a less than scrupulous counterfeiter won’t notice – oddities with thread or extra bumps on moulds for example – along with security labelling or tagging if you can.

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Brands, such as Contador, have spotted fakes of their specialised products on Chinese websites such as DHGate and AliExpress for as little as an eighth of their own price

Once the differences are known, create a comparison chart and share it with all the customs and border agencies with which your brand is registered. Get onto the EUIPO website and fill in the Application for Action form. This information is shared across the EU and will help to identify infringing items coming into the territories in which you have registered. If anything is found, you are alerted immediately. The same can also be done out of the EU, in Australia and the US, for example. Additionally, it is vital that you quickly gather your trademarks and proof of copyright of any images being used without permission online. Report the infringing links and sellers through the portal’s reporting mechanism. All the major e-commerce platforms have an official reporting process, some easier than others. You just need to prove the IP is yours by uploading your trademark, proof of copyright and other documents. You may also need to upload company information to support your claim, such as your Certificate of Incorporation.

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‘Online counterfeit retail sales are growing at an annual rate of 20%’ Finally, monitor online platforms regularly for the links you have reported to ensure they have been removed, and for any new infringements, remember not to only search in English. What steps can I take to protect my brand from online copycats? There are a number of simple steps that can be taken to add an extra layer of protection to your brand, all of which come at little or no cost. First of all, it is vital to file trademarks that are valid in the countries where you plan to make and sell your product, preferably before any information about it appears online.

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Most trademark attorneys offer a very cost-effective service around trademark registration and it’s even possible to file your own for a few hundred pounds. Registered trademarks are your first line of defence when copied online, and come highly recommended as being amongst the most cost-effective pieces of registered IP available. You may also be able to file design rights for your product. These protect the shape and configuration of a product and again can be extremely valuable in proving ownership of a concept. They are slightly more expensive than trademarks but likely to be worth their weight in gold if you have to use them to protect your product and your business. Find a way to incorporate ‘secret ingredients’ into your products. This trick can help those in the know, like your trusted network, to identify a fake that looks very close to the real deal. For example, using navy rather than black thread around a particular part of the product will go unnoticed by those trying to rip you off, yet to your factory, it is unquestioned as it is merely part of the manufacturing specification. Security thread that is only visible under special lighting and holographic images can also be useful. Updating your packaging regularly is a sensible idea. Share these product orientated secrets sensibly with your trusted distribution network and with the Customs Authorities. By registering with the EU Enforcement Database, which is free, and equivalents in other territories you ensure customs officials keep their eyes open for fake goods crossing borders – protecting your business and your customers. It’s always wise to learn as much as you can about IP infringement issues. Counterfeiters are constantly finding new ways to manufacture and sell their fakes, so you need to keep ahead of the game. Research all the latest scams and keep up to date with any new legislation. But most importantly, know and understand your IP rights and how to enforce them if necessary. Finally, if you choose to manufacture in China, ensure you are properly protected. China offers many advantages and many of its factories are far superior to what you might expect. However, counterfeiting in China is a problem. If you choose to manufacture in China, visit and develop a relationship with your factory. Factories working directly with brands are much less likely to rip you off. Consider a non-disclosure, non-use, non-circumvention (NNN) agreement. This can be more effectively enforced in China and is better than a standard UK or US Non-Disclosure Agreement (NDA). Ensure this is signed before sharing any information about your product to keep your IP as safe and secure as possible. Counterfeiting is a growing industry, especially in markets that are thriving, such as the cycling sector. Keep in mind that the more popular your product becomes, the more at risk you are of being targeted. If you are vigilant and alert, you will be successful in defending your brand, reputation, revenue and most importantly, your consumers. n

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The Cycle Show turns 18

30,000 visitors are expected to attend the 18th staging of The Cycle Show to enjoy the latest bikes and products from over 500 cycling and sports brands


rom 13th-15th September 2019, with an exclusive trade day on the 12th, Birmingham will once again play host to the Cycle Show at the NEC. The show enables visitors to compare hundreds of new bikes from some of the industry’s leading brands, test ride new models, speak to brand experts and get help, advice and inspiration from professional riders and cycling legends. This year’s edition of the Cycle Show boasts over 200 exhibitors showcasing 500 leading brands across road, off-road, commuter and leisure bikes, meaning there will be something for everyone to enjoy.

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Bosch eBike Systems is one of the key sponsors of the event and visitors can test Bosch products on two tracks: the Bosch eBike Systems MTB Track, constructed around the NEC grounds and supported by MBUK magazine, where visitors will be able to compare MTB and e-MTBs, and the indoor Bosch eBike ABS Test Track, where visitors can try Bosch’s new ABS braking system. The Road Test Track – supported by Cycling Plus – returns to the show, giving visitors the opportunity to try some of the latest road bikes on a 2km tarmac route around the NEC campus, including the Ribble

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Endurance SLe, which weighs just 11kg and is made entirely in the UK. Further highlights include the Tour de France-winning Pinarello bikes – used by Team INEOS riders Egan Bernel and Geraint Thomas for their historic first and second places on the podium in Paris. Other brands showcasing their new products include Colnago, Cannondale, Focus, Campagnolo, Rose, Swift Carbon, Condor, Orange, Transition, Mondraker, Yeti, Pivot, Surly, Kinesis, Marin, Genesis, GT, Salsa, Brompton, Gocycle, Riese and Muller, Tern, Ridgeback and Corratec. Reflecting the growing popularity of commuting, the show will have a broad choice of foldable, hybrid and e-bikes to compare and test ride. Advice will also be on offer on set-up, finance and insurance. In addition to the exciting brand launches, there will be a stellar cast of guest speakers to inspire attendees, including former Team Sky rider Philip Deignan, who will be interviewed by Simon Brotherton about his riding and broadcasting career, and Tracey Moseley, four-time World Champion mountain biker in downhill and enduro. Fresh from the last stage of the Tour of Britain and their final ever race, select members from Team Madison Genesis and team manager Roger Hammond will reminisce about past glories, lessons learned and life in the domestic peloton. Further guests from the world of cycling include former one-hour world record holder, Graeme Obree, subject of the film the Flying Scotsman with Jonny Lee Miller, Michael Broadwith, who broke the cycling record from Land’s End to John O’Groats, and mountain biking legend and YouTube star, with over 30 million views for his Road Bike Party videos, Martyn Ashton. Ashleigh Moolman-Pasio joins the show just a week before racing in the mixed team time trial at the UCI Road World Championships in Yorkshire. The World Championships return to the UK after Goodwood last hosted them here in 1982, and Moolman-Pasio will be sharing her hopes for winning the rainbow jersey in the time trial and the women’s race. The Retail Hub is 20% bigger than last year and offers the opportunity for visitors to buy accessories, nutritional products and fresh new kit. With show-only offers on many products, it’s an ideal opportunity to grab a bargain on the newest equipment on the market. From novices to regular riders, all attendees will have access to expert advice from professionals across all sectors at the Komoot Advice Stage, supported by BikeRadar, including bike maintenance, nutritional advice, how to join a local club, how to create and follow more effective and customised training plans, and more.

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“We have worked really hard this year to provide an incredibly diverse range of bikes for our attendees to test out,” said Karen Dodd, marketing manager for the Cycle Show. “There will also be a fantastic number of brands offering advice and insight that will be useful for all visitors.” For adventure-seekers, the show hosts a wide range of destinations, hotels and travel brands offering tours, training weekends, trails and cycling routes in locations across Europe and further afield, including India, Nepal and Cuba. The Cycle Show has also organised hours of fun for kids too with the new Pump Track and the Kids Track available for young riders to try out bikes. The Cycle Show has also partnered with the UK Sepsis Trust this year, which offers support to anyone who has suffered from sepsis. The charity will be leading its iconic annual event Cycle4Sepsis, where participants will set out from all over the UK and converge on the finish line at the NEC on the 14th September. Bike lovers looking for a VIP experience can buy VIP tickets to the show that grant them a host of benefits, including fast-track entry, priority test track booking, meet and greet opportunities with professional riders and exclusive access to the VIP Lounge, supported by Cycling Plus magazine. The 2019 Cycle Show promises to be a great day out packed with fun and innovative activities for the whole family. To get your tickets for what is shaping up to be a very special event, head over to n

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First impressions

five to watch

BikeBiz picks out five debutant products on display at this year’s Cycle Show Riese and Müller Charger The Charger wants to get out. Climb mountains with ease, compete with the wind, turn your daily commute into an adventure. And it wants to be seen. The integrated Bosch PowerTube battery allows the Charger’s familiar, original design to come into its own – you can expect to see your colleagues watching you longingly from their cars. The Charger brings so much fun to everyday life that you’ll be itching to throw in an extra trip at the weekend. The Charger, with its versatile configuration and high-quality components, is of course perfectly equipped for that, too. || 3-F70

Giro Tyrant MIPS The Tyrant MIPS helmet was designed to meet the needs of today’s progressive trail riders. Equally at home on forest singletrack as it is at the skate park, Tyrant’s attitude ushers in the modern era of progressive mountain biking. While the style is understated and utilitarian, Tyrant boasts countless under-the-hood tech breakthroughs to provide a new level of protection in a surprisingly lightweight and comfortable package. || 2-B30

EVOC Bike-packing range Bigger adventures with mountain, gravel or racing bikes require more equipment and storage space on the bike itself. The more demanding the terrain, the tighter the handlebar, frame and saddlebags must be attached to ensure riding fun, flow and safety. The brand new collection of EVOC’s 2020 on-bike packs made of robust, waterproof materials guarantees quick attachment and clever positioning of equipment. The cooperation with fastener specialist Boa ensures uncompromising hold of the Handlebar Pack Boa and Seat Pack Boa – even with dropper and aero seat posts. || 2-B30

Zipp 3Zero Moto Moto remains a powerful source of inspiration for good reason. Based in the racing hotbed of Indianapolis, Zipp for more than three decades has used motorsports as an inspiration to develop pioneering carbon cycling innovations. Its single-wall approach, which it calls Moto Technology, allows the rims to “pivot” from either side of the spoke bed while traversing rough terrain. As the wheel encounters obstacles, each edge of the rim is designed for compliance, creating the feel of extra suspension. For the rider that means durability and control for greater speed: Higher impact resistance, reduced chance of pinch flatting, more traction in rough corners, smoother ride in rocky terrain, ability to run lower tyre pressure and reduced rider fatigue. || 2-B50

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Riese and Müller Roadster Connecting A to B in style. The newly-designed Roadster incorporates simple details, like mudguards to match the colour of the frame and optional front carrier with a wooden base plate for a truly urban look. Just one quick push on the pedals and you’re over the horizon before you know it. And it does it so quickly that those envious glances can barely keep up with you. Out of the city and into the countryside with all the riding qualities and aesthetics of a traditional racing bike. || 3-F70

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Setting a new benchmark

Rebecca Morley visits i-ride in Sussex to find out about its elite dealer programme and what it is doing to help its key customers build a strong business in a modern world


t’s no secret that times are tough in the current retail climate, and helping IBDs in any way possible is vital. Many shops are struggling to compete with the internet and some have even closed down as a result, with recent BRC figures revealing that the national town centre vacancy rate is at its highest level since January 2015. The rate was 10.3% in July 2019, a slight increase on the previous quarter’s rate of 10.2%. The figures also showed that footfall declined by 1.9% in July, compared to the same point last year when it declined by 0.9%, which is the worst decline for July since 2012.

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But with the internet unlikely to disappear any time soon, what are brands and distributors in the cycling industry doing to help businesses buck the trend? i-ride, in Ditchling, Sussex, describes itself as the ‘specialist’s specialist’, aiming to help support its key customers build a strong business in the modern world. Being an elite dealer means increased margins, enhanced marketing, unrivalled service, free carriage, better payment terms, as well as click and collect. Since dealers give in-depth advice to build a strong base of loyal customers, the distributor says it has invested heavily in order to support this.

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i-ride strives to be the best it can be, says CEO Ian Wilson, and has the highest possible standards in all that it does. A benchmark in B2B design A significant part of i-ride’s commitment to IBDs was an ‘major investment’ in the modernisation of its B2B website. The trading platform aims to give better visibility and information on the wide range of products, and i-ride will continue to invest and update this digital offering as trends evolve. “We can’t just say we want to have the best service, we have to invest in it,” says Wilson. “Something like this website was a modern way of delivering what we say we want to do.” The website was designed from the ground up to deliver a ‘seamless’ experience for i-ride’s customers. From accessing account information, finding products, to purchasing and tracking orders, the site brings the bike industry B2B ‘up to modern retail standards’. “You’ve got to invest and be modern to give that service for the retailer so that they can give a good service to their customers. That’s what we’re here for, I believe that’s what our purpose is,” he continues. It’s about future-proofing as well. Knowing there’s a site built that’s capable of doing everything is important, so when things pop-up that the industry needs, the site can be updated. Some of the older sites weren’t able to do this, meaning once it was done that was it and nothing more could be done to it. This is a proper e-commerce platform, similar to what would be used for a large retailer. i-ride also offers its elite dealers the opportunity to present a profile of its shop on the site, so if a customer goes on the website and is searching for a stockist, they are able to find more information about a store. They can see a picture of the shop or more information about the store itself, for example opening hours, as opposed to just an email address and a phone number. A slightly smaller retailer may not have the money to spend so much on a website, so as a distributor, i-ride is thinking about how it can give back some value to its customers, how can it help them, and this is one way of doing it. “They can give a picture of their store via our online presence, as well as reasons why consumers should come and visit them,” Wilson says. “So we’re trying to support them in any way we can think of.” Become the destination Brands i-ride distributes include Campagnolo, Crankalicious, DeFeet, Fulcrum, Northwave and Orro, amongst others. IBDs that are dedicated to delivering a first-class Fulcrum experience can become Fulcrum Concept Stores, by providing a well-stocked range, attractive in-store displays and quality customer support. By committing to a range of wheels and a selection of spares, dealers can become one of i-ride’s 20+ flagship Fulcrum Stores across the country. The initial wheel package will be available with a high margin with reorders on these wheels at the same rate. Every Fulcrum store will receive the full complement of Fulcrum POS including window sticker, branded Slatwall POS, workshop aprons and t-shirts.

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A range of wheels, equipped with high-end tyres, tubes and rotors will also be available on a free loan to Fulcrum stores, for customers to demo. One member of the sales team and one mechanic will also receive free training from i-ride’s highly-trained technicians. The brand manager will tailor a package depending on the shop, and then i-ride will help them with what is needed to give them a proper and complete range. Wilson believes that it’s all about the brand and its profile, plus the after-service. i-ride has also invested in having brand managers going out and talking to stores and having a professional meeting about the brand and its values, rather than an ‘older style’ sales representative going round with everything in their car. The distributor has made this change to what Wilson believes is a modern, giving value, retail selling. The brand managers will also be there to give help and advice. They will go to their events if need be, to help sell, and will go in and merchandise and make it all look exactly how it should. “The brand manager has really good contact with the supplier as well which we want to promote. They live and breathe the brand,” Wilson continues. They have a much better relationship with the supplier and with the shop, so it makes the whole chain a lot better and i-ride can be confident that they are going to the shops and helping them with exactly what they need. The art of cycling For key specialist dealers, i-ride offers the opportunity to become an Orro Signature Store, giving the ability to display the entire range of this premium British brand, with an enhanced range of benefits. It will offer staff training on the Orro bikes brand and range, instore POS branding including staff t-shirts, window graphics, feather flags, brochures, catalogues and bespoke branding where possible and supplementary display bikes on consignment to complete the key model line-up. It will be listed as an Orro partner store on the Orro and i-ride websites and will have priority access to the Orro demo fleet, special offers, new models, marketing and branding material and Atelier facilities for the best customers. Industry events In June 2018, i-ride invited its elite dealers to the Northwave HQ in Italy where they had access to an exclusive first look at the SS19 shoes and clothing collections, plus a factory tour. This gave its partners the ability to get a better in-depth knowledge of the brand and to know the staff and values behind it. “Our main brands are Italian,” Wilson explains. “So we thought: ‘Why don’t we take some of our dealers out to these trips to meet the suppliers, to do a factory visit.’

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“Last year they came out to see Northwave shoe factory, this year they came out to see the Campagnolo factory and the Fulcrum wheels factory, and they also had presentations from the Northwave guys that they’ve been to see the year before. “It’s a different way of working. We believe in the brands, so how can we get these in front of everybody and get them to understand the values.” Before this, i-ride would go out and meet the factories and it would decide what line it was going to supply, stock it here in the UK and put into the stores. This is a way of getting that story about the brand earlier up the chain, so it can be seen from the horse’s mouth, making it a lot more enjoyable for dealers to hear it from the owners of the companies. “For us, it’s enjoyable as well because you see their faces light up,” Wilson says. “We have relationships which are like family now, but it’s great when you can see that what’s been talked about is being replicated with your customers as well.” A secret weapon i-ride also offers BikeFit training with Paul Swift, who was the ‘pioneer’, introducing in 1996 a system of insole wedging. In 2006 he set up ‘BikeFit’, introducing further refined products to aid bike fitters. There is nobody better equipped to teach hands-on bike fitting than Swift, i-ride says. No other fitting school offers this type of education before hands-on training, according to i-ride. Extensive training takes place regarding the foot/pedal interface and then moves onto the pelvis/saddle and hand/handlebar connections. Detailed attention is directed at aspects most fitting schools do not include in their curriculum, especially in the lower extremity biomechanics that drive the bike forward. Side view mechanics are also addressed and throughout the course, each body-bike interface is examined to fit the cyclist’s unique body architecture to maximise performance and comfort. i-ride offers two levels of BikeFit training with Swift at its offices in Ditchling. It is a great way for shops and their staff to receive training in a valuable tool to add an extra revenue stream for their businesses – especially in an environment where bike shops may need to tap into something extra to keep their business going. Like i-ride says, it could be a ‘secret weapon’. “BikeFit we see as a really important tool for the IBDs because it brings people into the store,” Wilson says. “It means they can start their advice and their relationships with their consumer customers, talking to them about the fit on the bicycle.” It’s about giving the specialists advice, it’s not just about selling something pretty. It’s about giving them advice about how someone can get more enjoyment out of their riding. “Although it’s a small part of our business, it’s the key,” Wilson concludes. 

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MOTION PLATFORM Take indoor training to the next level with the Saris Motion Platform with ȈȶˎȶȈɽʰ ɽljƺȃȶɁȢɁǼʰ ƃȶǁ ɨljƃȢ ȢȈǹlj ǹljljȢӝ ěȃȈɰ ȈȶȶɁʤƃɽȈʤlj ǁljɰȈǼȶ Ȉɰ ȴɁɨlj ƺɁȴǹɁɨɽƃƹȢljӗ ɨljƺɨʍȈɽɰ ȴɁɨlj ȴʍɰƺȢljɰ ƃȶǁ Ȉɰ ƺɁȴɥƃɽȈƹȢlj ʥȈɽȃ ȴɁɰɽ ɰȴƃɨɽ ɽɨƃȈȶljɨɰ Ɂȶ ɽȃlj ȴƃɨȟljɽӝ

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NEW! SARIS HAMMER 3 WITH NEW SILENT DRIVE SYSTEM ŚȈɽȃ ƃ ƺɁȴɥȢljɽljȢʰ ȶljʥ ɨljǁljɰȈǼȶljǁ ȈȶɽljɨȶƃȢ ǁɨȈʤlj ɰʰɰɽljȴ ɽȃlj ȶljʥ ČƃɨȈɰ ƃȴȴljɨ ј Ɂǹǹljɨɰ ɰȈȢljȶɽ ǁɨȈʤlj ɽljƺȃȶɁȢɁǼʰӗ ȶljʥ ȈȶɽljɨȶƃȢɰ ƃȶǁ ƹljȢɽ ǁɨȈʤljӗ ʍɥǼɨƃǼǁljǁ ɰɁǹɽʥƃɨlj ƃȶǁ ƃ ɨljɽƃȈȢ ɥɨȈƺlj Ɂǹ Țʍɰɽ Գѝњѕӝ

ʤƃȈȢƃƹȢlj ljʯƺȢʍɰȈʤljȢʰ ƃɽ ĄƃȢljȈǼȃ



30 years of Saris BikeBiz catches up with Lee Kidger, parts and accessories business manager, Raleigh UK, who showcases Saris’ hand-made products, sustainable sources and unique design Can you give us a little background on the Saris brand? Saris started in 1989 with the vision of creating products that are designed by cyclists, for cyclists. Saris products are still manufactured in Madison, Wisconsin, USA with all the materials being sourced locally to the factory. The company has put a great deal of focus on sustainability, something that resonates with Raleigh UK and consumers alike. The Saris group has gone through a rebrand in 2019 so that all

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products are branded under the Saris name, which includes car racks and smart indoor trainer systems. Premium quality, long-lasting products that are hand-made in the USA from sustainable sources are the key pillars of the Saris brand. What is your vision for Saris? Here at Raleigh UK, we are constantly looking at new ways to be more sustainable, and a major part of this is working with brands that share this vision.

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Saris is rapidly growing here in the UK as the message of ‘quality without compromise’ hits home with consumers. We will continue to develop the brand – both at consumer and trade levels – and this will offer the IBD products that drive consumers into stores. We firmly believe Saris is one of the market leaders in design and innovation in both indoor training, cycle carrier and infrastructure categories.

Saris is a brand well-suited to specialist independent retailers. The well-known Saris Bones range of products has worked very well for the IBD network (there are over one million Bones 3 units being used). There are also plans to grow the Saris indoor training demo centres across the IBD network, supported with a complete package to demonstrate smart indoor trainers in the best way possible.

What is your distribution model, and why does it suit Saris? We are fully committed to giving our IBD customers all the tools necessary to offer a first-class service, with the Saris approach to retail as ‘one to show, one to go’, thus keeping stock holding low and using the 9pm cut-off for nextday delivery service to its advantage. There is also home delivery service available for customers placing orders via Raleigh B2B. We understand products need to be where the consumers want to buy – mainly driven by convenience.

What does Saris offer that its competitors perhaps do not? Saris is one of the market leaders in both cycle carriers and indoor trainers, with many raw materials that make up the products being sourced locally to the Saris factory in Madison. Saris has a unique design and manufacturing process which is all handled in-house, resulting in a tight control on quality, design and finish.

What is your relationship with IBDs, and to what extent are you collaborating with them? We continue to support the IBD network with industryleading logistics, great brands and great availability. Saris is no exception to this – there is in-store point of sale, full digital assets and we are continuing to offer our requesta-sample marketing function. We believe the staff selling products are the best advocates for brands, selling the lines they like and affiliate with. We fully support this.

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What are your plans for 2020 and beyond? Plans for 2020 and beyond are to continue to make sure consumers can shop the Saris brand, wherever they would like to buy. There will be more products to showcase and more focus on sustainability from the design, manufacturing and packing process. We have an ambitious plan to run more indoor training events to highlight the benefits of this growing market to both the consumer and as best practise to the IBDs. Come check us out at Eurobike (Hall A3-302) and The Cycle Show (ICH-2) n

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This month’s movers and shakers throughout the cycle industry...

2pure has appointed Russell Stout to the position of head of digital, with a remit to manage the online promotion and sales for the growing range of brands represented in its portfolio. Support for brands and retailers online is vital in the current retail climate and with 2pure channel managers, Stout will work to define strategies to deliver sales, value and support for 2pure brands, retailers and end consumers. George Bowie, 2pure managing director, said: “Digital is undoubtedly a challenge for distributors and retailers, and we aim to address this by providing support to our brands online

that also works with the needs of our dealers – the aim being to raise the profile of our brands online and develop strategies that support all sales channels and the end consumer. “We’re delighted to welcome Russell Stout to the team and look forward to embracing challenges and rewards that the digital channel can offer.” With 30 years of marketing communications experience, Stout joins 2pure from Shand Cycles, a business he set up in 2011 with Steven Shand to manufacture adventure touring cycles in the UK. Prior to that he was the founder of Whitespace, one of the UK’s leading digital design and advertising agencies working across a wide and varied range of blue-chip clients. “It’s great to join a company that genuinely works hard to support both brands and dealers, and I look forward to getting stuck into the role,” Stout said. “2pure has a range of brands across the cycle, run, outdoor and lifestyle channels that are genuinely innovative in their products and positioning and it will be a joy to bring them to life online. “With the marketing team that’s already in place to support websites, email, social media, search, and display advertising, I look forward to developing strategies and campaigns that support all sales channels.” 

Jim Hart, Stolen Goat

Russ Masters, Batribike

Stolen Goat has hired Jim Hart as business development manager. Hart is an experienced business development and sales professional with a history in the automotive and lifestyle industries. He said: “I’m really looking forward to bringing all the skills and knowledge I have developed. The team at Stolen Goat have ambitious plans and an outstanding reputation for producing exceptional products, so I can’t wait to get started. I have even bitten the bullet and purchased a road bike, so I’m looking forward to riding some tarmac with the team, although I can’t promise I will be shaving my legs!” Having recently made the move to stop selling to Wiggle, Stolen Goat has plans to significantly grow its global retail network, for which Hart will be ‘instrumental’. Hart can be contacted via email at 

Lincolnshirebased Batribike has recruited Russ Masters as business development manager. Masters will bring industry experience to the company as it expands the Danish-designed Promovec powered range for 2019. He will drive the dealer network expansion and work alongside Sue Coulson, who will continue to work with dealers in the south. Steve Coulson, managing director of Batribike, said: “We are delighted to welcome Russ to the team. This is the perfect time for the Batribike dealer network to be expanding. Russ’ in-depth knowledge of the cycle industry and his passion for cycling will drive the growth and future success of our dealer base.” Masters is pictured with Steve Coulson, Jackie Coulson and Debbie Coulson-Sawyer at the Batribike warehouse. He can be contacted on 

Russell Stout, 2pure

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Scoot or boot: Could the cycle industry make room for e-scooters? In spite of the legal minefield they represent, e-scooters have evolved into one of the key industry talking points of 2019. Four industry stalwarts give their take on e-scooters’ impact on the cycling industry and the micro-mobility market as a whole

The ACT ‘Can a sustainable solution such as the e-scooter be so easily dismissed?’


espite the first electric scooter being introduced over a hundred years ago, it is only within the last few years that the e-scooter has exploded in popularity, and even more recently that it has been on the lips of the nation – particularly, the part of the nation that makes up the bike business. E-scooters are now a prominent mode of transport in over 100 cities, with increasing popularity in many European countries and the US. E-scooters provide the obvious benefits of being environmentally-friendly and reducing congestion. Considering the success of e-scooters in developed countries around the world and the benefits they offer, the question must be asked as to why e-scooters are illegal to ride in public within the UK. Following the recent death of a TV star whilst riding an e-scooter, much debate has been sparked in regard to the safety of the vehicles for not only the rider, but also other road users and pedestrians. According to the Department for Transport, e-scooters are classed as motor vehicles within the UK, meaning that they are subject to requirements such as MOT, tax, licensing and other construction requirements, such as needing to have visible rear red lights, number plates and signalling ability. As e-scooters lack these necessities, they cannot be road legal. To summarise: it is still legal to sell e-scooters in the UK, although not legal to ride them anywhere other than private land with the land owner’s permission and that the public does not have access without legal restrictions.

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However, with recent environmental issues reaching crisis levels and the UK failing to tackle the rising levels of air pollution, can a sustainable solution such as the e-scooter be so easily dismissed? “We are examining whether they can be used safely on the road – and if so, how that should be regulated to ensure the public’s safety,” said Future of Mobility minister Michael Ellis. A Future of Mobility review is being conducted by the UK Government to determine how e-scooters may change the ways in which people move around cities, as well as evaluating how current laws can be adapted to ongoing innovation. The ACT stance The current viewpoint of the Government shown through the Department for Transport and the Future of Mobility is very focused on safety and does not show any urgency to regulate e-scooters in order to legalise them. The primary stance of both the ACT and the BA is to work together to encourage e-scooter responsibility among the wider cycling industry. Whilst there is an obvious opportunity for IBDs to start selling e-scooters, until the Government announces a regulation change, it is crucial for retailers to be aware of the law and they must relay this to any buyers of e-scooters to ensure safety. It is important the industry provides, and is seen to provide, clear advice to consumers at the point of sale about where e-scooters may be legally used. n

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The Bicycle Association ‘We know that many companies within the cycle industry would relish the opportunity to compete within this new market’


he cycle industry contributes significantly to making the UK a cleaner, healthier place through the supply and maintenance of bikes and e-bikes for transport, leisure and sport. The Bicycle Association estimates this contribution to be worth at least £5.4 billion per year in taxes, jobs, benefits to health, and congestion and pollution reduction. The cycle industry does this with products which are extremely safe and reliable, conforming to ever-evolving product safety standards, and which users of all ages can enjoy under a clear regulatory framework. This provides a level playing field and the reassurance for companies that they are acting responsibly, with legal certainty and in full agreement with the BA’s own Code of Practice, to which all the Association’s members sign up. The clear regulatory framework does not stifle innovation – quite the opposite. Within the simple e-bike rules, for example, the cycle industry has developed a huge range of increasingly sophisticated vehicles, with exciting technical developments still underway (e.g. internet-connected smart bikes and anti-lock braking). So when it comes to e-scooters, a new and fast-growing product category, the industry’s first priority is to stress the need for a similarly clear regulatory framework for these vehicles, if their widespread use is to be permitted through changes to traffic regulations. The question of whether e-scooters should be ‘legalised’, and if so, about what restrictions might be appropriate, is the subject of a wider debate led by the DfT, bringing together a wide variety of stakeholders. The Bicycle Association, representing the UK cycle industry, will contribute expertise to this debate. Our members’ experience with e-bikes suggests that any regulatory framework should, as a minimum feature: • A clear definition, so that e.g. hoverboards or heavier, moped-like scooters are not inadvertently included if only e-scooters are intended to be in scope

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• Maximum speed at which the motor can propel the vehicle • Limits on either maximum motor power or acceleration • Control system requirements e.g. to specify that any throttle actuation must be maintained by the rider • Braking requirements • Lighting requirements • Clear details of exactly where they may be used: roads, cycle paths, bridleways, pavements, footpaths, etc. • Any rider age restrictions • Marking requirements Through BA-led participation in CEN (European) and ISO/IEC (worldwide) standards development activities, we are also monitoring international efforts to create an e-scooter safety standard (although this is currently still at an early stage). When a suitable framework for the legal use of e-scooters is developed, we know that many companies within the cycle industry would relish the opportunity to compete within this new market, leveraging the cycle industry’s proven expertise in product safety. And with a formidable network of local dealers already trained to handle e-bikes, the UK’s cycle industry is well-placed to sell and maintain these vehicles in the communities where they might be used. Until there is such a regulation change, the Bicycle Association strongly supports the recent Ministerial comments that all retailers of e-scooters should make the current legal restrictions and risks very clear to purchasers who might consider using these vehicles on a public highway. The Bicycle Association has been monitoring the development of e-scooters since they first appeared on the market, alongside other vehicles which broadly sit under a heading of ‘micro-mobility’. The Association continues to provide advice and intelligence on all these developments to our members, most importantly that the industry must provide clear advice to consumers at point of sale. n

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Richard Bowker, Criterium Cycles director ‘While we don’t foresee e-scooters usurping the role of the bike, they could have an important role to play’


ne of the most significant shifts in the landscape of cycle retailing in the last ten years has been the seemingly unstoppable rise in the popularity of the e-bike. That growth in popularity has stimulated tremendous innovation from the manufacturers in terms of both engineering and aesthetic design. Gone are the days when you were limited to large and inefficient battery bricks mounted atop a rear pannier (raising the centre of gravity to unstable levels) driving dodgy hub motors. These days, e-bikes have efficient batteries and motors with extensive range, reliable control systems and (usually) an aesthetically pleasing and integrated design that suggests the entire design team functioned as a collective group and not in splendid isolation of each other.

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Innovation is the lifeblood of our industry (and not just for e-bikes) so it is always interesting to speculate where the next big idea is coming from. E-scooters are certainly a candidate for that ‘next big idea’. But they are not bikes, and as retailers, we don’t get any sense that customers see a scooter, powered or otherwise, as an absolute alternative to a bike. There is, however, no doubt that they could be a very credible option for short journeys within cities. They have many benefits. They are reasonably light and take up limited space, so as a commuting option for taking on the train and using the e-scooter for the last section of the journey, one can absolutely see the benefits.

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The challenge is the law, as well as implementing a progressive approach to transport infrastructure. E-scooters are illegal for use on roads and pavements, which pretty much rules them out of any useful (and lawful) application at the present time. The consequence for being caught is a potential £300 fixed penalty notice and six points on your licence. That means as a responsible retailer, we would have to make very clear to prospective customers that they can only be used at present on private land. It does not require much retail experience to guess what the likely reaction to that particular ‘buy signal’ is going to be. We suspect that some retailers are advising their clients ‘be careful, show plenty of respect, don’t go too fast and you should be fine’. But with the law in its current form, we do not think that it is good enough. Right now, they are illegal. End of. But we hope things change. The 1980 Highways Act is not the most up-to-date piece of legislation on the Statute Book. It certainly pre-dates both the kinds of technology we are discussing here as well as the radical shift that has occurred in society’s approach to personal mobility,

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not least because of our growing awareness of the need to deal with climate change. That’s not to underestimate the challenge of changing the law. Our urban transport infrastructure in the UK does not make it easy to introduce a product such as an e-scooter. One cannot ever see it being acceptable to ride on pavements and share limited space with pedestrians. And sadly, we are years behind the enlightened approach of say Denmark and Holland when it comes to segregating modes, safely and efficiently. Ministers will have to take all these factors into account when considering whether to make e-scooters legal and if so, how to regulate their use. If politicians can address the challenges of shared road space and introduce effective and enforceable regulation, then we can see e-scooters becoming a really important part of the personal mobility mix, especially in urban centres. And while we don’t foresee e-scooters usurping the role of the bike, they could have an important role to play. When the legislation does change, we will certainly be looking to add e-scooters to our product range, but not until then. n




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Richard Thorpe, Gocycle founder and designer ‘The users of these products are on a journey to eventually end up on an e-bike’


’ll jump straight to the point – the cycling and e-bike industry should broadly support e-scooters becoming legal to operate on our streets – but maybe start on the sidewalk and see how responsible the riders can be before unleashing them on the road? The reason I believe the cycling industry should broadly support e-scooters is that the users of these products are on a journey to eventually end up on an e-bike. For the most part, (this is my opinion from anecdotal evidence), e-scooter riders don’t cycle, many don’t even know how, and they probably believe that cycling is dangerous – which is really weird when many would have no issue unlocking a shared e-scooter with an app, jump on and whizz off down the road. Evidentially, these riders have an adventurous spirit and are open to the risk that comes with commuting on two wheels – two necessary traits of any new potential bicycle owner. I’ve been riding an e-bike for 20 years, so I get what electric power does and feels like when combined with a lightweight two-wheel vehicle. E-scooters have similar weights and power to e-bikes – but that’s where the similarities end. While the e-scooter form factor and electric power may seem amazing to e-scooter evangelists, and represent the perfect new personal commuting vehicle, I just don’t see that in any way whatsoever. What I see is a stressful and unhealthy commute. If I chose an e-scooter for my commute, at some point on my ride to work I’m going to be swallowed up by a new pothole (or even a small one) or drawn off line into traffic by a crack in the road, or worst of all, mistaken for a pedestrian by a motorist. It’s about perspective. As regular cyclist/e-cyclist commuters, we all know the e-scooter format is completely inferior to the bicycle. But if you don’t ride bikes or don’t like bikes, you don’t yet get that. Initially, stress masquerades as fun and exhilaration. But over some weeks and months of e-scooter commuting, riders will realise that ‘this is actually quite stressful.’

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And of course, considering the much-vaulted ‘last mile’ solution, instead of walking a few miles a day, you’re now standing. However, what will shine through to new e-scooter commuters is the absolute convenience and feeling of freedom that we all know comes with riding an electric two-wheeler, not to mention feeling that you are doing your bit for the planet. And it’s at this point that the ‘e-scooter plague’ becomes a rich field of sprouting new customers ready and willing to upgrade to a vehicle with far more comfort, peace of mind, and road going capability than an e-scooter can ever offer. The natural end to the e-scooter customer journey is becoming an e-bike owner. Upgrading to an e-bike (I’d say bike possibly too, but I think e-scooter riders will see moving to a non-powered bike as a downgrade) will come with positive health benefits and a shift to so-called ‘active commuting.’ So, I believe e-scooters are good for our industry. The money behind the companies that are driving the market opportunity has paid for an enormous amount of positive lobbying for what is essentially cycling infrastructure, and at almost no cost to our industry. It’s probably one of the most cost-effective lobbying forces for the cycling industry in recent years. At Gocycle, our greater mission is to accelerate the adoption of more healthy and sustainable personal urban transport and I believe e-scooter companies (okay, maybe not the backers, maybe the employees and founders) share that goal, minus the word ‘healthy’. Their roll-out is messy. Their approach is probably not that responsible. Sharing... probably not really caring. And sadly, like cycling, death and injuries do and will occur. But we should take a consequentialist mind-set and focus on the greater good and our aligned goals. If more people choose to commute on a light electric two-wheeler, that’s a good thing and a new generation of e-bike customers in the making. n

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Building on heritage

Neon Velo director Simon Farrell talks fashion, brand ambassadors and consistent style

What can you tell us about the brand and where it has come from? Neon Velo is a boutique cycling brand aimed at fashionfocused cyclists with an eye for style and a desire to break away from the norm. We have always had a strong race heritage and still have an ongoing race programme (albeit on a smaller budget than the larger UK teams). Since 2014, we’ve raced on the road and we’ve raced cyclocross, both nationally and internationally. Since launch, how much has the brand grown? We’ve seen a fantastic uptake in the brand from customers and retailers, which has helped us develop new products

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for the coming seasons. We’re still a young brand, and we still have lots that we want to achieve over the coming few ranges/seasons. Obviously, continued growth as a business is fundamental to our plans as is business development through new and emerging cycling markets. What do you offer the UK market that is different from other brands? As a British boutique cycling brand, we are competing with a number of overseas brands. Names such as MAAP, Attaquer, Pedla, Black Sheep and Pas Normal Studios have brought new colours and patterns to the UK market that was otherwise dominated by Rapha.

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We believe Neon Velo offers a consistent and welldefined style. We produce well-designed, understated kit using high-quality Italian fabrics. Our first range offers enough colour options and accents to please most of our customers and offers a great alternative to the overseas brand. The bold but understated NVPA (Neon Velo Performance Apparel) branding mixed with the subtle typographic elements define the brand well. However, there is still enough neutrality to let you pair the kit nicely with your bike, helmet, sunglasses and shoes. How did ‘Whitespace’ come about? Our time on the road is something we see as therapeutic. Cycling is our escape, our time, our place and our freedom. As cyclists, we are always one ride away from a happy place. A place our team riders and brand staff have affectionally named their ‘Whitespace’.

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A space where you rediscover yourself, rebuild your energy levels, escape life stresses and reconnect with life. Our ‘Whitespace’ ethos is the reason that a lot of our jerseys have the brand logo placed in a white space across the back of the shoulders. The Neon Velo logo represents you – your shoulders carry life’s stresses and the whitespace is where you go to escape from all that. It was something that just made sense at the time and has since become a core value to everyone involved with the Neon Velo brand. What are your product highlights? As high mileage cyclists ourselves, we stand behind all of our products and only produce products we’d want to use on our own rides. Of all the products we produce, our bibshorts offer a solid and reliable garment. One giving comfort, fantastic fit and durability.

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Both the shorts and the chamois are made in Italy and have been used extensively by a team of riders and brand ambassadors. One of the issues we found with some of the bigger brands’ bibshorts was the chamois. They were overengineered, often too thick and not very breathable. What initially looked like a well-padded and supercomfy pad on the shop floor quickly turned into a sweat-soaked, heavyweight, non-breathable pad that no longer follows the contour of the body as it was designed to do. This was something we found particularly frustrating when riding in the hot French Alps throughout the summer. We have specifically designed our chamois with this in mind. Therefore, what initially seems to be a ‘thin’ chamois very quickly becomes a rider’s new go-to product. It’s lightweight, breathable and flexible yet still offers a good amount of support to the less experienced cyclist. Our Base Layers also offer another solid product. They are made in Italy (as all of our products are) and use polypropylene and not polyester. A lot of brands use polyester, simply so they can easily sublimate their graphics and logos onto their base layers and do so at a low cost. However, the sublimation process used to do this leaves the fabric heat damaged, flattened and crushed. In turn, this greatly reduces comfort, decreases the fabric’s wicking ability and offers little in terms of performance. Obviously, you can’t sublimate print onto a polypropylene fabric. After all, why would you want to? Polypropylene is softer, more flexible, more comfortable and its wicking properties are increased considerably. In short, it is far better fabric that dramatically upscales comfort, breathability and wicking, something that is vital to a high performing base layer that can be used across a range of temperatures and conditions. It is for this reason that we hand stitch all of the logos and branding onto our base layers.

ambassadors and athletes to increase our outreach and brand following. Obviously, I can’t give too much away in terms of products as we’re still in the R&D phase with a number of these at present. However, it’s safe to say that we’re planning to continue our steady rate of growth over the coming few seasons, and product development forms a large part of these plans, as does the continued growth of the NVPA community. 

What will be new this year and next? We’re presently working on some really cool projects and we are currently developing our SS20 range. We’re also working on the Neon Velo Performance Apparel community and working with brand

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21/08/2019 14:18

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minutes with... BikeBiz catches up with Hornit – a brand launched in 2012 to create pioneering accessories that make cycling safer, more accessible and fun

Can you give us a little background on Hornit? When we launched seven years ago, the singular objective was to make cycling safer. The db140, the world’s loudest bike horn, enabled cyclists to easily alert other vehicles and pedestrians to their presence. The Hornit puts cyclists much more in control of their safety on the road: rather than hoping to be seen by a distracted driver, the cyclist has a way to let the driver know they are there. It was an anomaly, that the most vulnerable road user had to make do with a bell when every other vehicle has a horn by law, for the reason that it makes all road users safer.

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The success of this product spurred Tom de Pelet, the brains behind the brand, to create more unique, unconventional accessories that made cycling not only safer, but more fun for people of all ages. Hornit has since added Hornit LITE, a horn and light combined, and Hornit CLUG, the world’s smallest bike rack. There is also a children’s range, Mini Hornit, featuring helmets, lights and sound effect accessories for bikes and scooters. Hornit products have won awards, such as the Eurobike Award, and appeared on TV programmes such as Dragons Den, This Morning and The Apprentice.

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Over the past six years, Hornit has pedalled its way to become an award-winning brand sold in over 40 countries worldwide. What is your vision for Hornit? Innovation remains at the heart of Hornit, and Tom’s passion is shared by the whole team. We don’t want to be pigeon-holed into producing one type of product, but rather we want people to associate the brand Hornit with niche, high-quality cycling accessories that look good and perform even better. We will continue to operate within the adult and children’s markets because we enjoy making products for cyclists of all ages. Ultimately, we want to produce a range of products that appeal to a wide variety of cyclists. What is your distribution model, and why does this suit Hornit? As of July 2019 in the UK, all of our products are now exclusively distributed by Raleigh UK. We are really excited about it! The move has enabled us to consolidate all our products with one distributor (rather than the previous split distribution model) which means we’re more valuable to Raleigh and will have more focus within its brand portfolio. Raleigh not only shares our enthusiasm and vision, but its team of reps on the ground and extensive network of IBDs means our product range will be far more widely available. In the rest of the world, we also use a distribution model and are increasingly working closely with our top partners in terms of active marketing support.

‘One of the main reasons we wanted to work with Raleigh is its commitment to IBDs’ What is your relationship with IBDs, and to what extent are you aiding them? We put a lot of effort into increasing awareness of our products, so that when someone walks into their local IBD, they recognise the Hornit brand immediately. One of the main reasons we wanted to work with Raleigh is its commitment to IBDs. It’s no secret that the world of retail is tough right now and Raleigh is trying to make it easier by making its supply chain more efficient. IBDs no longer have to hold as much stock, and Raleigh also provides next day and Saturday deliveries. We work together with Raleigh to make sure it has around four months of stock, so the products are in stock when they’re needed. We also work closely with Raleigh to provide IBDs

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with the marketing and training materials they might need to better sell our products. What does Hornit offer that your competitors perhaps do not? Many of our products are patented or have won multiple awards for their design and function. Take bike storage, for example. This has traditionally focused on practicality. So do the solutions work? For sure. But are they beautiful? No! CLUG has captured the imaginations of the likes of Argon 18, Cervélo, Canyon and Muc-Off who all use it to display or store their bikes in the most beautiful way they can. Likewise, our children’s bike helmet range has practical features that other helmets don’t, like the integrated rear LED light, and the designs have been painstakingly created to make them cool and unique so kids really want to put them on! What are your plans for 2020 and beyond? Now that we have a great partner in Raleigh, we are going to focus on increasing consumer awareness in order to support the pull through in the IBDs. We know from the feedback that people love our products, we just need more people to know about them! We plan to showcase our products at a number of top cycling events like the 2019 UCI Road World Championships in the UK and other events in Europe and the US. Our dedicated in-house marketing team are working hard on social media and we have influencers all over the world using and loving our products. Naturally, we have new products in the pipeline, with some of these being launched at Eurobike in September this year and others due for release in 2020. n

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Diversity makes us stronger WyndyMilla co-founder Nasima Siddiqui talks cycle clubs, inclusion and shaking up the market

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What motivated you to co-found WyndyMilla? My husband and I were both personal trainers when we met in 2007. He was an elite cyclist and I was riding a road bike recreationally, dabbling in the odd sprint triathlon. Our clients started to get into cycling through us from around 2008, and they wanted advice on where to buy high-end bikes. We referred them to bike fitters offering made-to-measure brands – only US custom carbon bikes were available at the time. We didn’t know it was the start of a great renaissance in British cycling, but we were referring more and more high-end bikes sales for no financial gain. What we did know was that the credit crunch was biting, and I was eight weeks pregnant with my first daughter. PT is a difficult job if you have kids – early mornings and late evenings. So that was it – we decided to make made-to-measure bikes ourselves, keep them European and shake up this part of the market. We’ve not looked back! What has your experience been of being a Muslim woman in the cycling industry? Religion is something I keep very separate from my cycling life. I ride my bike and it’s only when I experience a near-miss with a car, or tackle a treacherous descent, that my mind may wander into the realms of connecting with God. Aside from that, when I’m cycling, I’m a cyclist first and foremost and my religion and gender have no bearing overall. Within the industry, the relationships I form and the connections I make are on a professional level, and religion doesn’t really play a part. From a socialising perspective, people who are heavily into their health and fitness don’t tend to drink alcohol anyway, so the worlds marry up quite well! Do you have a local retailer that you go to, and if so, what was your experience of visiting the first time? I always like to visit Sigma Sports in Kingston when buying new bike shoes. I joke that picking the right brand and size of cycle shoe is harder than picking the name of your newborn! It is brilliantly accustomed to OCD folk like myself, who spend many an hour deliberating between half a shoe size! When I first visited, it was in a much smaller location, so it was always rammed and therefore had quite an exciting atmosphere – I couldn’t believe how expensive everything was and I, of course, lusted after everything! I therefore tried not to visit too often! I was new to the sport and didn’t understand how expensive cycling could be if you choose to go down that route. How inclusive do you think the cycling industry is to the Muslim community? In terms of cycling products, hijabs that you wear under helmets and baggy shorts are an area of difference when compared to non-Muslim cyclists. I’m Muslim and I don’t wear either. I dress for functionality and absolutely cover my head when it’s cold or if it’s sunny and reserve baggies for mountain-bike rides only.

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Does the cycling industry cater for these products? I know Nike and Decathlon have a range of hijabs and of course, baggies can easily be found in most high-street bike shops or online. Why is it important for cycling brands and shops to promote diversity in the industry? As we can see in all parts of our lives, diversity is being addressed everywhere – in the workplace, in schools, in the fashion world – walk past a Primark’s shop window and you see images of diversity at every level. The cycle industry has to follow suit, otherwise we become that old school sport that doesn’t move with the times. Essentially, diversity makes us stronger. We know from a biological point of view that the bigger the gene pool, the better. The other crucial component is the environment. The more environmental differences, the better. The more diverse the social interaction, the better – the bringing together of people from different walks of life, the more interesting and the more inspiring. The more cultural diversity, the better. This is what fuels our community both on and off the bike and brings so much more to the table!

‘The more people cycling, the bigger the base and the greater the opportunity for more women to race or for more BAME riders to compete’ In terms of BAME riders entering the sport for the first time, I hope that when they approach their local club they are welcomed with open arms as every new member should be, regardless of ethnic background or gender. I feel as cycling clubs go, we can do a lot better to compete with other sports. Like running, for example, we need to make our point of entry into the sport a lot more accessible. There are so many running apps and training plans such as Couch to 5K, so many fun runs where you can compete, regularly with people from any age, any ability, any background. For cycling to do this, I would love to see more clubs catering for newcomers, doing more beginner rides and teaching adults how to ride bikes again on the roads safely in a group. It would be nice for British Cycling to make this one of its policies, in that any club that is BCaffiliated needs to be open to all in terms of gender and ethnicity and needs to provide X number of beginner rides, or rides within the local community. Essentially, the more people cycling, the more accepting this nation will be of people cycling. The more people cycling, the bigger the base and the greater the opportunity for more women to race or for more BAME riders to compete – it would be a very positive cycle, indeed. n

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21/08/2019 16:48


Establishing a digital presence is an agency that supports individuals and businesses with their digital strategies. Deryck Jones tells Rebecca Morley why having a digital presence is important to IBDs


he digital revolution is here. How a business appears online is vital – it can determine where a consumer chooses to spend their money. But with many online retailers out there, it can be difficult and intimidating to know how best to approach this. Businesses need a strong branding and digital presence that will make them stand out amongst the many other options for consumers out there. Put simply, the stronger your digital presence is, the more visible your business is to existing and potential customers. This means they’ll be able to find you more easily, whether they already know you or not. It can also help with brand recognition – a consistent online presence means a brand can reach internet users with helpful content. How a business portrays itself is a vital factor in its success, especially now with the increasing use of social media. Many businesses will make the mistake of thinking using such platforms to promote their brand isn’t necessary,

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but by not actively trying to establish a stronger online presence, a company can lose out on potential sales and loyal customers. But in a time when it can become more and more difficult to differentiate from the many retailers that are already out there, what can bike shops do to stand out? What can they do to create a strong online presence when there is so much competition? is a boutique agency that supports individuals and businesses with their existing digital strategy and collaborates to deliver professionally produced social media content. It also helps to identify and develop a brand’s story through projects and campaigns. It was responsible for creating the identity for Local Bike Shop day, which took place this year on 4th May, along with the design and production of various materials including a press toolkit, shop profile films and window stickers.

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Here, Deryck Jones draws from his own experience within digital business strategy. What do companies such as do to help shops? The digital revolution has happened and big industries down to small businesses are having to adapt with regards to marketing their services. supports businesses with a range of traditional creative services. But with regards to a digital presence, it collaborates with clients to refresh and develop a consistent visual brand for use in both print and digital platforms, helps them to define a ‘digital strategy’ and produces the materials needed for both print and digital needs. A digital presence requires two parts: A brand identity A strong recognisable visual identity when posting your content needs to be visually consistent and engaging, so your audience can recognise them within their feed amongst all the other posts. A digital strategy A digital strategy allows you to schedule and manage posts and online campaigns. Steps involved in developing a digital strategy include defining your goals, developing a calendarbased posting schedule, creating and posting original and engaging content, and measuring the response and engagement to your posts – and using this to adapt future posts. • Define your goals – are your goals customer service? Having product knowledge? Brand engagement? Campaign awareness? An increase in website visits? • Develop a calendar-based schedule for your digital posts – this involves scheduling your posts, spotting any future opportunities, and planning campaigns, as well as ensuring you develop your content early.

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• Create and post original and engaging content – a business needs to tell people why they should shop there, tell stories about the business, share its brand values and customer service. • Measure the response and engagement to posts and use this to adapt future posts – this involves reviewing the posts’ performances, measuring the reach of the businesses campaigns, looking at audience engagement and adapting the strategy. With any digital presence, a business also needs to establish a strong visual identity for itself, meaning one that can easily stand out in a social media feed. helps create a consistent visual guideline for use across a range of channels. This could be from refreshing a logo, as well as shop signage and printed materials, through to creating standards and guidelines to make sure the identity is carried across through to all aspects of a digital presence. For example, make sure the visual identity is consistent across the website interface, dressing social media profile pages, posts for social media and a newsletter/mailing list. Why is it so important for IBDs to have a digital presence? You only have to look around to see that nearly all interaction is made digitally in some way or another, whether this is by making a phone call, sending a text, taking photos, doing some research, checking out the weather, making a purchase or logging a ride. Therefore, having an online presence allows your community – your existing and potential customers – to discover the people behind the business, what the shop is doing and the facilities it has, as well as its services and news. Do you manage social rides? Do you have a café or coffee facilities? What services do you provide? These could include maintenance workshops, wheel building, bike fit or demo days, for example. Most importantly, a digital presence can be more cost-effective for a business, as it doesn’t require heavy investments like traditional marketing routes.

16/08/2019 10:42


To what extent is a lack of digital presence harming some bike shops? Having a lack of a digital presence isn’t going to be directly harmful to a business, in the same way having one isn’t going to necessarily guarantee an increase in profits. But by not having a considered digital presence and strategy, a business could be missing out on an opportunity to promote its shop, its services, its news and its products to a larger audience, who could be finding alternative solutions elsewhere. Having a strong and regularly updated digital presence allows your shop to develop a loyal and informed customer and community base, but it also helps to attract new customers.

A recognised digital presence also allows a convenient alternative to the phone for customer support, in terms of answering customer enquiries via email and social media messaging. This can be beneficial in terms of increasing the opportunity for a shop to engage in a two-way conversation with the customer. To gain and support loyal customers you need to get to know them, and you need to know what they need and what they want. If a customer receives great customer and aftercare service, they are more likely to leave the shop some positive feedback, recommend your shop’s services and tell friends about their experience. If you don’t have a presence, how will people know who you are and how to find you? n

How does having a strong digital presence help customers? Regular social media posting will allow customers to see your shop, as well as your staff and the services that the business provides. They will also get a good sense of your shop’s culture and this will create the opportunity for you to develop a loyal customer base.

BB-FEB19-CYCYLE DIVISION:Layout 1 23/01/2019 13:34 Page 1

Smarter workshops

Also available: Disc brake pads Rim brake blocks Hydro systems

Cable parts & tools


Endcap crimping tool

Cable pricker

Workshop displays*

Developed by

Transit workshop display *Minimum Minimum stock purchase required.


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Internal cable routing tool

Pulley wheels High precision sealed bearings Cable parts Outer cables & more to come...


19 strand slick cables The slickest cables on the market.

49 strand slick cables The most flexible cables on the market. Perfect for internal routing. Available in workshop boxes or on cards

0845 0508 500

September 2019 | 55

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Bike Biz Sep.indd 1

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Road bikes 1









The Light Blue




Robinson v2 Sora R3000

Pyro Evo Disc 105 Hydraulic

E765 Optimum

Distributor: Hotlines

Distributor: Ison Distribution

Distributor: i-ride

Distributor: ZyroFisher

The HVRT is a no-compromise aero race day bike, but one with a trick up its sleeve. Thanks to the unique Twintip fork, you can change your ride position and adjust the character of the bike by altering the geometry. The HVRT also offers the option to fit massive 650b road-plus tyres, giving riders the option to venture onto the potholed B-roads and extend their rides further. Available in three specs and supplied with a discount voucher for HUNT 650b wheels.

British brand The Light Blue from Cambridge offers a desirable range of lightweight road bikes, all fashioned from Reynolds steel. From road commuter bikes, starting at £1149.99 for the Robinson v2 Sora R3000, it also offers touring specifications on the Robinson and Darwin models, utilising 105 R7000 and Tiagra groupsets. Its top of the range ‘Fast Road’ bike, the Wolfson, can be supplied with either 105 or Ultegra R8000 groupsets.

Designed with an oversized downtube, the Pyro Evo guarantees energetic power transfer while the slender seat stays deliver comfort, even on the worst road surfaces. This exquisite carbon road bike glides on Fulcrum Racing 900 DB Wheels and is complemented by Shimano’s industry-standard 105 groupset and threaded BB. The Pyro Evo Hydraulic Disc features Shimano hydraulic disc brakes for powerful and reliable stopping in all conditions.

Look has won the Bike of the Year award in France four times, the Design Star award several times, and the 2010 German IF Design award. With a range that builds its foundations on composite technology, the brand has recently launched a performance e-road bike with the E765 Optimum benefiting from Fazua technology. This perfectly complements the core products with the lightweight 785 Huez and aero performance 795 Blade RS.

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7 8







Thompson Bikes


Tifosi SS26 Centaur

Equilibrium Disc


R27 Aero

Distributor: Chicken Cyclekit

Distributor: Sportline

Distributor: Greenover Sports

UK agent: Velotech Services

The SS26’s geometry is tailored around endurance-style distance riding and award-winning comfort. Perfect for long days in the saddle but stiff enough to handle a sprint, the SS26 is a well-balanced all-rounder. The oversized bottom bracket shell and headtube ensure power transfer and handling is maximised. The SS26 takes its name from the picturesque road that links the Italian and French sides of Mont Blanc in the Aosta valley, brought to fame in the opening sequence of the cinematic classic The Italian Job.

Steel bikes are one of those things that never go out of style, and the Equilibrium is a true classic. With proven geometry combined with a traditional steel frame and confidenceinspiring disc brakes, the EQ Disc is the ideal UK all-rounder.

The Capella is designed and hand-built in Belgium by historic, family-run brand Thompson Bikes. Established in 1921, Thompson has previously won Tour of Flanders, Tour of Belgium and today creates race bikes such as the Capella that can be customised from the ground up. The Capella combines race-inspired geometry with a Toray 3K ultra high modulus, monocoque Carbon frame that gives you a fast but stable ride, making the uphills comfortable and downhills a highlight!

The next generation of performance road bicycle is here, the all-new Parlee RZ7. Created by cycling’s carbonfiber pioneers, the RZ7’s aerodynamic shape cheats the wind and rewards every pedal stroke with forward motion. But speed is nothing without ride quality. The ultimate blend of stiffness, efficiency, weight and performance also features ride quality unrivalled by any other aero machine. That means more PRs with less fatigue. Nothing feels better than going faster.

58 | September 2019

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Argon 18

All-City Cycles

RTD (Race The Distance)

Pyro Evo Disc 105 FSA

Zig Zag

Distributor: Upgrade

Distributor: i-ride

Gallium Pro 15th Anniversary Edition

Kinesis UK

Designed with brand ambassador feedback and showcased with sponsorship of the Transcontinental Race, the RTD is now available in a second colourway, black/silver. Refined endurance geometry delivers responsive yet stable handling even when the bike is fully loaded for bike-packing. Lightweight Scandium ‘SPF’ alloy frame and Columbus Futura road fork provide effortless comfort. Practical features include threaded BB and head-tube internal cable routing to help bag placement.

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If you’re looking for a carbon road bike that covers miles with ease and grace, the Pyro Evo is the sportive bike that might just be the one for you. Silencing those big ride apprehensions, instilling pleasure that wills you to ride for longer. Designed around endurance geometry. The Pyro Evo has been manufactured with a sportive rider at the forefront and has clearance for 28C tyres for a greater and more relaxing journey in the saddle. All this adds up to make the Pyro Evo the perfect all-day bike.

Distributor: ZyroFisher 2020 marks the 15th anniversary of the Gallium line. To commemorate this, we looked to the future and launched a limited edition of a new Gallium Pro disc. The new Gallium Pro Disc uses graphic elements from the very first Gallium, such as Gervais Rioux’s signature and the brand’s 2005 logo. But this artwork is also the result of our learnings from custom paint jobs for some of our pro athletes’ bikes. It was important for us to transfer these learnings on to bikes from our regular line-up.

Distributor: Ison Distribution Our answer to what a modern road bike should be. An evolution of the revolution that we started in 2012 with the Mr Pink, taken to the logical next step through the righteous application of new technology. We built it to be a ripping fast and efficient machine that shields the rider from road chatter and unnecessary fatigue, allowing them to go further, faster and have more fun.

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Stocking fillers 1








See Sense

Crazy Stuff



Ace Light Set

Pink Bunny Childs Helmet & Lock

Pocket Wallet

Pulse L2 Bottle Cage

Distributor: ZyroFisher

Distributor: Chicken Cyclekit

Phones are especially vulnerable to damage on the bicycle. Protect your phone once and for all with this rugged waterresistant wallet. The front side features a transparent touchscreen display so you can still use it while it’s inside the case, while the backside has grip strap attachment points. It has the capacity for a phone, spare inner tube, tyre levers, cash and cards, with internal sleeves for easy organisation. The water resistant zip closure secures them all against the elements.

At only 18g, you’ll be hard pressed to find a bottle cage that weighs less than the Pulse L2 for the same price. Thanks to the advanced make up of carbon fibres used in the cage and the multiple points of contact, it grips whatever bottle you’re using, no matter what terrain you’re on. It’s also incredibly strong due to the high level of reinforcement used to back up the contact points to prevent it breaking. Supplied with lightweight aluminium screws.

Distributor: Raleigh UK Ace lights react automatically at points of increased risk that include filtering through traffic and busy road junctions, flashing brighter and faster to make you more visible to other road users. It also shines powerfully both in daylight and at night-time. The See Sense Ace lights also send theft alerts if your bike is moved without you and automatically sends crash alerts to a nominated contact.

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Distributor: Greyville Enterprises Safety can be fun with Crazy Stuff children’s helmets in a selection of animal designs. The Pink Bunny illustrated is offered as a great stocking filler with a matching Pink Bunny lock. Complying with EN1078 and TUV standards, these helmets are a safe and easy way to get a child into the idea of wearing a helmet at an early age. Matching bells and locks complete the range. Check out our website for some special Crazy Stuff promotional prices, only available to trade customers.

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Complete Tubeless Conversion System

Shuttle Gauge Digital


Distributor: Extra UK

Distributor: Upgrade

Easy-to-read digital gauge can be attached to a pump or used alone, and provides accurate pressure readings up to 300psi / 20.7bar. Rotating head works with Presta, Schrader or Dunlop valves on bike/motorcycle/car tyres, and forks or shocks. The Thumb Lock lever ensures an airtight seal, whilst the air release button allows fine tuning to pressure.

A grip for the brave. The highly acclaimed and world cup DH proven Deathgrip is a collaboration with DMR and Brendan Fairclough. Moulded in super-soft Kraton compound, it features a taper-lock core with single alloy clamp for comfort. Bike control is assured from three grip features: Knurl, Waffle and Mushroom and with the option of a Moto Flange. With a choice of thick or thin and 13 colours, including new the marble range.

Distributor: Velobrands Billy is a neat, functional and secure storage solution designed for KOO’s range of high performance cycling sunglasses, including the Open, Open Cube and Orion. It can also be used with a wide range of sports eyewear, attaches to the bike’s stem or handlebar, and is particularly useful when the rider doesn’t want to wear their sunglasses, on a challenging climb, when the light is fading, or simply at the café needing a convenient location to fix their sunglasses.

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Distributor: Multiple UK distributors Give the gift of tubeless this Christmas. This pack from Weldtite is made in the UK and includes everything you need to convert to tubeless, including an innovative environmentally friendly tubeless sealant, rim tape, tyre levers, mounting gel and two x 55mm Presta valves.

21/08/2019 14:14

BB-MAR19-MAGURA:Layout 1 07/03/2019 11:29 Page 1


WHERE THE TRADE GOES FOR THE LATEST JOB OPPORTUNITIES Contact: | +44 (0)779 480 5307 Get Staffed HALF-PAGE 183 x 115mm.indd 1

Two half ads.indd 1

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10 9









Stolen Goat


Oxford Lock On Slim Grips

Hornit CLUG


Tempo Goggles

Distributor: Oxford Products

Distributor: Raleigh UK

Distributor: Stolen Goat

Distributor: ZyroFisher

Oxford’s Slim Lock-On Grips provide ample grip without the high price tag. 130mm long, they give good handlebar coverage for all sizes of hands, whilst the grip comes from the slimline design with grippy waffle pattern. The single alloy locking clamp with a simple Allen key fitment make the grips easy to fit and change between bikes. Available in black, red or dark blue, they are a great way to add a splash of colour to a bike.

Hornit CLUG is the world’s smallest bike rack and works with the floor to store bikes upright and horizontally. The Eurobike award-winning rack grips the tyre to hold your bike in place. It’s simple, satisfying and used by a number of the world’s top cyclists and cycling brands. It comes in five sizes, roadie, hybrid, MTB, MTB XL and plus for tyres measuring from one to 3.2in (23 - 81mm). RRP £15 to £17.50.

The Stolen Goat RidePac is the perfect solution to safely carry and protect all of your valuables from the elements while out on the bike. A protective storage case for your phone, cash and keys, it’s a great way to keep everything safe, secure, organised and sealed within a waterproof layer. Spacious enough to hold even the largest of phones whilst still fitting neatly into a jersey or jacket pocket.

When you’re looking for that piece of gear that will give you an extra boost of confidence as you push your limits on the trail, the Tempo is where to turn. Featuring our new medium Expansion View Technology (EXV) frame paired with the crisp optics of our True Sight lens, this goggle delivers the comfort and sharp vision that inspire confidence anywhere, from your local loop to the bike park.

64 | September 2019

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15 16





Body Glide





Mini Apogee Hand Pump

Comp Glove

Macro Plus GPS

Distributor: 2pure

Distributor: Silverfish UK

Distributor: Hotlines

Distributor: Upgrade

Keeps you on the bike longer by protecting your assets from the friction that causes saddle sores with a dry, invisible, non-greasy barrier that doesn’t require frequent reapplication. Available in a 42g roll-on, Body Glide Cycle balm is never wet and it has no oils, messy lanolin or petroleum. Made with allergen free and plant-derived ingredients, it has natural plant waxes to protect against rubbing and chafing, is vegan approved and is also wetsuit, clothing and footwear safe.

The very essence of elegance, mobility and power all packed into a sleek compact package. With its reduced size and weight of only 75g, it is perfect to sit quietly in the jersey pocket until needed. As other Birzman tools, it has been designed to allow riders to ride, confident in the knowledge that they have optimum designed equipment to overcome any difficulty.

Historically the Comp range has offered some of the best value gloves on the market with no compromise to comfort or durability. The legacy continues with the latest designs that feature a cuffless construction and reduced bulk thanks to the Spandura back and single layer synthetic leather palm. Silicone printed finger tips increase grip and control as well as being touchscreen compatible. Mesh side panels help regulate temperature and make this affordable glove a great option for any rider.

The new Macro Plus GPS is the perfect device for cyclists that just need the main essentials of a cycling GPS computer. New features include a map screen and optional horizontal orientation with a higher resolution screen. New firmware offers full turn-by-turn navigation, phone notifications, Lezyne Track (live tracking), Strava Live Segments, training integration and device customisation and pairing with external Bluetooth sensors. Up to 28 hours of battery runtime.

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18 17











Oxford Slimline 16 Folding Multi Tool


Ratchet Rocket Lite NTX+

Oi Luxe Bell

Distributor: ZyroFisher

Distributor: Extra UK

Distributor: Silverfish UK

This revolutionary ultralightweight secure reusable zip like tie is perfect for short pit stops, roof rack security and securing a multitude of accessories and other outdoor equipment. Z LOK’s steel core and double ratchet design offer protection against the opportunist thief, while at 20g it’s super easy to pop in your jersey pocket. Available in a variety of colours.

The Topeak Ratchet Rocket Lite NTX+ has everything you need to fix and make precise adjustments to your bike while on the road. Featuring a fine tooth ratchet mechanism, with reverse lever and thumb wheel. There is an adjustable torque TorqBit, meaning you’ll never overtighten a bolt on your bike again. Includes magnetic bit holder, hardened steel tools in 2, 2.5, 3, 4, 5, 6 and 8mm hex, T10, T15, T25 Torx, #2 Phillips bits and CrMo steel chain tool. The protective case keeps things organised and secure and even has a pocket to carry glueless patches.

A bell with a beautiful tone, but also a remarkable style and choice of materials that embodies a rider’s personality. The new Oi Luxe is luxe in every sense of the word. Its CNC machined ringer and brass dinger, stitched ‘vegan’ leather shim and metal injection moulded stainless steel make it a pleasure to have on your handlebars. Available in black, brass and silver colours.

Distributor: Oxford Products With 16 different tools from a bottle opener to a chain breaker, if a tool is needed in the event of a mechanical mishap the Oxford Slimline 16 Folding Multi tool will cover it. Slimline by name and slimline by nature, this multi tool will fit nicely in any saddlebag or jersey pocket. The sides are constructed from lightweight 6061 aluminium whilst the tools are made from chrome vanadium, keeping the weight added to the bike to a minimum.

66 | September 2019

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路路 Established Established 路 Established 路1974 1974 Established 19741974

01170117 972 4730 0117 972 972 4730 4730 BIKES ACCESSORIES BIKES & & ACCESSORIES

64 | January 2019 BB-MAY19-EVOPOS:Layout 1 03/04/2019 12:01 Page 1


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Professional bicycle frame respray service 

Trade prices available Specialist frame repairs High quality service & end product Quick & reliable turnaround Replacement decals available Established 1974

0117 972 4730

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NEW Argos Marketplace Ad Sep19.indd 1

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21/08/2019 10:58

MARKETPLACE BB-MAR19-USE1:Layout 1 14/02/2019 14:21 Page 1

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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:

Pitbitz Ltd Unit 6 Thorpe Drive, Thorpe Way Industrial Estate, Banbury, Oxon, OX16 4UZ Tel: 01295 269333 Web: and

The Bikebiz DIRECTORY 2019 is out now, providing the industry with a must-have guide to the UK’s retailers, distributors, manufacturers and related businesses.

M&J Distributors Ltd Unit A, Hanix Buildings, Windmill Lane, Denton, Manchester, M34 3SP Tel: 0161 337 9600 Web:

Jungle Products Ltd Unit 3, The Cedar, New York Mills, Summerbridge, HG3 4LA Tel: 01423 780088 Web: and

Cooke Components Unit 7C Cufaude Business Park, Cufaude Lane, Bramley, Hants, RG28 5DL Tel: 01256 880739 Web:

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Oneway Distribution BV PO BOX 12, 3000 AA Rotterdam Tel: 0031 10345 3510 Web:

Fibrax Ltd Queensway, Wrexham. LL13 8YR Tel: +44 (0)1978 356744 Web:

Schwalbe Tyres UK Ltd Schwalbe Centre, Hortonwood 30, Telford, Shropshire, TF1 7ET Tel: 01952602680 Web:

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:

The Cycle Division Ltd Units 17 & 18, Park Valley Mills Meltham Road, Huddersfield, Yorkshire, HD4 7BH Tel: 0845 0508 500 Web:

Yellow Jersey Prospero, 73 London Road, Redhill, Surrey, RH1 1LQ Tel: 0333 003 0046 Web:

Rozone Limited Queen Street, Darlaston, Wednesbury West Midlands. WS10 8JB Tel: 0121 526 8181 Web:

Walkers Cycle Components Ltd 22 Holywell Road, Leicester, LE2 8SG Tel: 01162 833885 Web:

V12 Retail Finance 20 Neptune Court, Vanguard Way, Cardiff, CF24 5PJ Tel: 02920 468900 Web:

Cycle Expo Yorkshire YorkshireEvent Centre, Harrogate, HG2 8NZ Tel: 0113 394 6130 Web:

Velotech Services Ltd 26 to 27 WesternRoad, Stratford Upon Avon, Warks CV370AH Tel: 0845 475 5339 Web:

EBCO 5 Pegasus House, Olympus Ave, Warwick, CV34 6LW Tel: Tel +01926 437700 Web:

Reece Cycles plc 100 Alcester Street, Birmingham, B12 0QB Tel: 0121 622 0180 Web:

Dexshell Unit F1-F3 Longford Trading Estate, Thomas Street, Manchester, M32 1JT Tel: 01618644666 Web:

Invisiframe Tel: 01743 232297 Web:

The Bikebiz DIRECTORY 2019 is available to view online at

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NUMBER CRUNCHING 72 BBSep19 Stats_Final.indd 1

The 2018 National Travel Survey was released at the start of August...


cycling trips per person per year on average in 2018


miles travelled cycling per person per year on average in 2018


minutes per cycling trip on average in 2018

Purpose of cycling trips Top five purposes, as % of cycling trips: 2018 35%

Leisure Commuting


Education (incl. escort)




Personal business


Frequency of cycling At least once a week

At least once a month

At least once a year

Less than once a year or never

14% 10% 10% 0%


66% 40%




Cycling trips, by age and gender Trips per person per year, by age and gender: 40 35

All ages:


Men 25 trips

Women 10 trips

25 20 15 10 5 0









16/08/2019 10:45

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12-15 SEPT 2019 12 TRADE & PRESS DAY





In association with:

Supported by:



A look ahead to upcoming cycling industry events...


4th-7th September, Messe Friedrichshafen, Friedrichshafen ‘More than 1,400 exhibitors, including 150 newcomers, will be showing their new products and innovations for the coming season to the trade public and bike fans at the 28th edition of Eurobike. Newcomers in the bike sector include Pexco (stand B2-400), and Anthony Sinyard will be exhibiting on the European trade fair stage for the very first time with Supacaz (stand B3-401), his accessories supplier, which was founded in 2013. Croatian Eurobike newcomer Greyp (stand A1-502) will also be attending.’


10th-11th September, Yate, Bristol ‘Visitors to this year’s show will be able to get up-close with Wolf Tooth products for the first time, while key brand representatives will be flying in especially for the show. The company will also be hosting workshop masterclasses to provide a better understanding of the technology behind its products. Following the opening talks (Castelli Tuesday and TLD Wednesday), the remaining schedule for each day’s presentations will be the same on both days, so visitors can choose to attend on whichever day best suits their schedule.’


12th September, NEC, Birmingham ‘The BikeBiz Awards returns to the Cycle Show in 2019 for its 11th annual event. The ceremony will be an opportunity to not only celebrate the collective successes of the UK cycling scene, but also a chance to rub shoulders with the sector’s finest and network with peers, colleagues, friends and even rivals. Tickets are now available via the BikeBiz Awards website. For sponsorship opportunities, please contact Richard Setters via’


12th-15th September, NEC, Birmingham ‘This year’s edition of the Cycle Show boasts over 200 exhibitors showcasing 500 leading brands across road, off-road, commuter and leisure bikes, meaning there will be something for everyone to enjoy. In addition to exciting brand launches, there will be a stellar cast of guest speakers to inspire attendees, including former Team Sky rider Philip Deignan, who will be interviewed by Simon Brotherton about his riding and broadcasting career, and Tracey Moseley, four-time World Champion mountain biker in downhill and enduro.’


21st-22nd September, Yorkshire Event Centre, Harrogate ‘Building on its first year success, the show is now an officially affiliated event of the 2019 UCI Road World Championships. It will host the UCI Road World Championships Official Sportive, bringing thousands more riders and their families into the arena. This year, the show’s ambassadors and features span the highest level of professional racers and unstoppable Paralympians through to World Champion trials riders and the UK Flatland BMX championships.’

74 | September 2019

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Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.