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Issue 65 | June 2011

TION AT A R T IS G E R E FREE TRAD bikebiz / k u . o c . w o h www.cycles

29th September 2011 - Trade Day 30th Sept – 2nd Oct 2011 - Open to the Public


Six reasons why you should attend: ‹:V\YJLWYVK\J[ZMYVTHJVSSLJ[PVUVMV]LY500 brands ‹ Preview stock HUKIL[OLÄYZ[[VZLL product launches ‹;Y`V\[what’s new in the market ‹9LZLHYJOindustry trends and identify the most WYVÄ[HISLSPULZ ‹ Network with your industry peers, the bike press, trade associations and government agencies ‹([[LUKhands-on business and skill-based workshops



www.cycleshow.co.uk/bikebiz To register for your complimentary trade entry badge today, simply go online or complete the form below and either fax back to +44 (0)8448 483224 or return by post to The Cycle Show 2011, Interchange Communications Ltd, Unit 2B, Princes Drive, Kenilworth, Warwickshire, CV8 2FD.


3. What is your job function in the organisation?



Managing Director/ CEO/Chairman










Area Manager




Store Manager




Facilities Manager


Other (please state)



Lastname Job Title Company Name/Organisation Street Address

4. Which of the following are you interested in?


(Please select all that apply)

Postcode/Zip Code


Road bikes


Disabled bikes


Mountain bikes


Utility bikes

Telephone number


Commuter Bikes


Women’s bikes

Email address


Folding bikes


1. Have you visited The Cycle Show before?


BMX bikes

Accessories (locks, lights, tools, GPS devices etc)


Touring bikes



Triathlon bikes

Apparel (helmets, gloves, shoes, sunglasses etc)


Electric bikes



Children’s bikes

Components (wheels, saddles, brakes, frames etc)


Trials bikes


Other (please specify below)


Recumbent bikes

Country (non UK)





If yes was it on a Trade day or Consumer day? 01




2. What type of organisation do you work for?

5. What is your organisations annual spend on cycling related products?


Central Government Department / Local Authority


Mail Order Retailer






Multiple Retailer




Press / Journalist / Publisher


Exhibition / Event Organiser




Health and Fitness Organisation


Other (please specify)



6. Do you use social media?


Independent Retailer



Under £1,000


£100,000 - £499,999


£1,000 - £9,999


£500,000 - £1m


£10,000 - £49,999


Over £1m


£50,000 - £99,999





By completing this form you are opting in to be sent information regarding The Cycle Show 2011. Your information will not be sent to any third parties.



Issue 65 | June 2011


CRC signs up Citrus-Lime, new lines Marwi and Dare 2b, plus the return of the Bible and BB Awards...





How do you get your hands on one of these prizes? All is revealed on page 17

The word on the industry grapevine is that bike sales are proving very tough at the moment, but P&A is faring much better.

FOCUS ON… 12 MYSTERY SHOPPER Our undercover reporter heads to the docks of Southampton to test the bike retailers of the city



positive atmosphere of defiance, that the bike industry would even boom during the credit crunch. Has that prediction borne fruit? Arguably, there have been signs that the bike market has lost its invulnerability to the poor economic climate recently. Halfords suffered in sales at the end of 2010 – dropping 16 per cent in the quarter leading to Christmas – and independent sales were seemingly severly dented in the run-up to year end too. Was that just due to the bad weather? And the liquidation of Race Face at the start of this year hardly backed the image of a thriving industry. Of course, without official bike sale stats from the entire UK bike market it’s a case of relying on tit bits of information and anecdotal evidence (I promised myself I wouldn’t mention that again. I failed). Since then Halfords has posted a rise in sales, while IBDs are having a rollercoaster of a time, according to ActSmart stats. Significant firms like Shimano, Dorel and Accell are performing well this year and the word on the street in the UK is that while bike sales are very tough, P&A sales are positively booming. And the consistent message we hear is that workshop business is surging like never before. With factors like those eye watering petrol prices encouraging folk onto bikes, plus the Olympics and plenty more reasons to be positive, the bike market has much going for it, even at a time like this. But invulnerable to the credit crunch? Only time will tell.

Would e-bike sales fly with a new approach to throttles? One reader poses the question

Jonathon Harker, Editor

A new MD, new premises and a new name. The firm previously known as Jim Walker speaks to BikeBiz

27 30 UNDER 30 We take a look at the up-and-coming bicycle industry execs and profile them in our 30 under 30 feature





REGULARS BRAND SPOTLIGHT 33-35 LETTERS This month we profile Tiger Cyles, Claud Butler and Avocet in our brand spotlights




New faces and promotions at Dawes, Shift Active Media, 2pure and more



Cratoni helmets, Quarq cycle powermeters and the Giro Selector are some of the highlights

AH, THE recession. It seems such a long time ago now. Those heady days of seeing customers queuing in the street to withdraw their cash from Northern Rock. The bank bail-outs, the collapse of easy credit and the sub-prime mortgage market – I never did work out what that was. Did you? That might have all happened back in 2008, but the reality is that the effects are now really starting to bite. Public sector jobs have been slashed, the property market has rarely looked so overpriced or stagnant and there’s no real indication when the economy will turn the corner and consumer purse strings will be loose again. Worryingly Ernst & Young think retailers are set to contend with a ten year long spending squeeze. And on that cheery note, how exactly is the bike trade faring in this tough trading environment? Back at the start of those recessionary days in 2008/2009 orders for new stocks of bikes certainly appeared more cautious, leading to subsequent shortages in road bikes, particularly. But the trade was also characterised by a



We’ve heard of Peak Oil, but is there such a thing as Peak Cars? Carlton Reid argues the case


CYCLE SHORTS Hargroves Cycles takes on UK distribution of Stevens Bikes Though initially available via Hargoves stores and via mail order, German bike brand Stevens has signed the retail chain as the exclusive UK distributor with a view to expansion here.

Evans appoints new CEO Nick Wilkinson Chain store Evans Cycles has appointed Nick Wilkinson CEO, with Nick Evans to remain chairman of the board for the retailer.

Mercedes Benz drives into bikes Car giant Mercedes Benz has linked with manufacturer Rotwild to produce a bike catalogue spanning children’s bikes, commuter, road, fitness and full suspension builds.

Bike friendly cablecar to be built on River Thames Transport for London has been granted permission to have a cablecar built linking the O2 arena and Excel at a cost of £40 million. Bikes will be allowed on board.

Duell now carried by BikeSales4U Dutch steel frame specialist Duell has found a new UK distribution home under BikeSales4U, which is contactable on 07914 354989

Race Face is back in business Former vice president of sales at Race Face Chris Tutton has won a ‘keenly fought bidding war’ in order to take charge of Race Face, which went into receivership during the month of March. Tutton will remain a contractor to Easton Bell Sports, hiring an additional OEM sales person to report to him while he rebuilds Race Face as its new managing director.

For breaking news visit:

www.bikebiz.com 4 BIKEBIZ JUNE

BikeBiz Awards head to the NEC Lobbying opens – contact us now  New venue for prize night at Hilton Metropole, NEC, Birmingham by Lisa Carter THE POPULAR BikeBiz cycle industry awards are returning for a fourth outing. The awards event itself will take place at the Hilton Metropole, NEC on Wednesday September 28th, the evening before the Cycle Show starts. You can begin to lobby the BikeBiz team now with suggestions of who you think should be in the running for a prestigious award. The categories have been expanded for 2011 to include additional retail and distribution awards.

The categories for the BikeBiz Awards 2011 are: Independent Retailer  Online Retailer  High Street Chain  Retail Workshop  Distributor: Bikes  Distributor: P&A  Distributor of the Year  Consumer Print Media (Specialist and National Press)  Consumer Website  Bike Brand  P&A Brand  Rising Star  Retail Marketing Initiative


If you want to tell us why you, a customer, or a supplier should be considered for an award, simply email bikeawards @intentmedia.co.uk. All you need to include is a brief sentence or two explaining why the company should win an award. For more information on sponsorship opportunities, contact Carly.Bailey@intentmedia.co.uk

Caccia reunites with Gruppo Former Campagnolo commercial director joins firm’s board of directors as vice president in ‘historic reunion’ ITALIAN CYCLE industry legend Angelo Caccia has returned to top-end manufacturer Gruppo, uniting him with some of the key players of the ‘golden period of steel’ in the 1980s – Antonio Columbo and Paolo Erzegovesi. Caccia, formerly Campagnolo’s commercial director, joins the board of directors as vice president where he will coordinate commercial strategies and the development of new business. He’ll aim to ensure continued growth in sectors where the brand has performed well – including racing and track bikes and in the recent boom in steel framed bikes. Caccia said: “I am proud to return to a team led by the same top management that represented the ambitious vanguard of the industry in the 1980s. Design, sport, competition and technology are the strong points which I have always appreciated in the Gruppo brands, ones which we will continue to consolidate, as requested by our young and ever

“It’s as if the Beatles have reformed to play together again.”; Erzegovesi, Colombo and Caccia (left to right)



1 1 0 2 S D

Citrus-Lime reveals new deal with Chain Reaction CRC’s new physical store to use Citrus-Lime technology by Jonathon Harker CHAIN REACTION Cycles has signed up Citrus-Lime to provide Epos for the newly announced Belfast store. The online bike retailer revealed it would be opening a new stand-alone physical outlet in March this year after rumours circulated in the trade. The store, expected to be state of the art, will feature Citrus-Lime’s Supplier Integration Module, reportedly a key deciding factor in CRC’s choice of Epos provider. Chain Reaction’s store will also include Citrus-Lime’s workshop module, allowing mechanics to keep in contact

more sophisticated public. I “Everywhere I look I see an feel motivated by the extremely strong interest in the particular ‘momentum’ of Cinelli, Columbus and Bootleg the request for steel, and labels. I’m sure that with the this renewed attention for great experience of Angelo the material, also from the Caccia we will soon arrive at the racing sector. Steel and racing results that our brands merit.” – these are two worlds to Gruppo CEO Paolo Eerzegovesi which I feel extremely close.” shared his thoughts on the link Antonio up: “Angelo is an Colombo, authentic point founder and of reference in president of our world, both Gruppo, for me and with enthused: the most “This is a dominant players historical in this vibrant reunion. sector. I have Colombo, continued to Erzegovesi and admire his Caccia, as if seriousness, three of the reliability, Beatles have customer reformed to empathy, Angelo Caccia play together organisational again. And I’m and analytical not superstitious, I’m happy to skills on which he has built his assume the position of spotless reputation. I am sure somebody brought back to life. I that he will bring an extremely expect big things. Today we are noteworthy contribution to the world leaders of the fixed gear definition and strategies of movement, as well as more development for our brands traditional market segments. going forwards.”

“I am proud to return to a team led by the same management that represented the ambitious vanguard of the trade in the ‘80s.”

with customers through email, text and call log with updates and amendments to jobs. The workshop will automatically email and text customers when jobs are completed. “We are looking forward to working with Citrus-Lime,” said CRC’s head of retail Jim Berkeley. “As a company they understand the cycle sector and

have the tools to integrate with our business.” CRC is the latest addition to Citrus-Lime’s portfolio in the cycle market. The EPOS firm’s new sales increased 50 per cent in the financial year ending April 2011, a sign of the company’s commitment to the cycle and outdoors sectors, said the firm. 0845 603 9254

BikeBiz Bible is open for business for 2012 by Mark Sutton THE BIKEBIZ BIBLE returns this October, mailing free-of-charge to the nation’s bicycle businesses with issue 69 of the printed magazine. As of this month, submissions are now invited from those who require an update to their details, and if you weren’t included in the directory last year, contact us now. To ensure your business features, email Mark.Sutton @intentmedia.co.uk. To enquire about advertising within the directory, email Carly.Bailey@ intentmedia.co.uk. The Bible, in association with Silverfish, is the only directory of the UK bicycle trade, including listings for all companies, services and charities associated with the

“Submissions are now invited from those who require updates or fresh entries.”

in association with

trade, all wrapped up alongside columns from industry figureheads, an events schedule and more. BikeBiz’s managing editor Lisa Carter said: "After a five-year absence, the BikeBiz Bible returned last year, to much applause from the industry. This year’s updated Bible will be bigger and better. But make sure you contact us now to update your listing.” If you’d like to purchase additional copies of the 2012 edition, contact gemma.messina@intentmedia .co.uk. Alternatively, dial 01992 535647 for more information.


Dare 2b reveals much Marwi releases expanded cycle offering ‘simple’ disc

brake pad box

by Jonathon Harker MOUNTAIN BRAND Dare 2b has launched a new core cycle wear collection for spring/summer 2012, packed with new lines and ranges including jerseys, leg wear, wind shells and waterproofs. Dare 2b has expanded its range with a collection of hydro packs, priced from £35 RRP, as well as the inclusion of trendy eye-catching Fluro colourways. The bright collection includes jerseys, windshells and waterproofs and is aimed at increasing visibility for commuters, especially in lower light conditions. The Fluro lineup also includes high reflective trims visible at 360 degrees. New technical lines featured in the 2012 collection include the men’s Circulate and women’s Illuminate – four-way stretch


by Jonathon Harker

Dare 2b has expanded its range with hydro packs and eyecatching Fluro colourways.

membrane softshells. Stretch is a particular current industry trend, the firm said, also utilised in premium outerwear pieces like the Mindset and Burst jackets. Dare 2b’s latest lines also include updates of its popular cycle garments. The firm said it offers fast UK delivering and instore point of sale materials and POS and training. sales@dareb.com or 0161 749 1378

MARWI HAS sought to make the lives of workshop mechanics easier with the launch of a new clear assortment box. With a guide price of £85.00, the assortment box is filled with three sets each for the 15 most common disc brake pads (a total of 45 sets). The assortment box has descriptions and one-to-one pictures of all the pads so the mechanic knows

immediately if they have found the correct pad. Marwi came up with the idea of the assortment box to help mechanics dealing with the 40-plus different types of disc brake pads used. The assortment covers more than 90 per cent of the average use, according to Marwi. It comes with a sticker sheet and another 20 descriptions and one-to-one pictures. The box also has five empty compartments which can be filled with a selection of other disc brake pads to suit individual shop demands.



Power to the people Those retailers who frequent trade exhibitions in the bike business will often have taste tested a nutrition product, yet such trials are uncommon on the shop floor. PowerBar’s UK marketing manager Gareth Saunders believes the front line is missing a trick…

BACK IN 1983 a Canadian Olympic distance runner lost his lead in a marathon a few kilometers before the finish when his body simply ran out of energy. This experience spurred the runner and his wife, a world-class runner and a nutrition specialist, to begin the search for the ideal athletic energy food. After three years and having creating hundreds of formulations, the pair settled on a unique low-fat energy bar with a balance of carbohydrates, vitamins, minerals, fibre and protein. Athletic friends of the couple tested the first PowerBars and reported noticeable improvements in performance. Just three years down the line PowerBar was born. Quickly, word got round among top cyclists, runners and triathletes and usage soon spread to many other sports. Soon the portfolio was widened to cover gels, drinks, recovery and protein products. Demand grew so much that today PowerBar products are distributed in over 35 countries. ADVICE FOR DEALERS For the retailer, sports nutrition offers their customer a reason to visit the shop on a regular basis. It’s a key part of the cyclist’s routine and is just as likely to be purchased on a weekly basis as in bulk. Retailers need to ensure they carry a good range to ensure they have an offering for all levels of cyclists for all occasions. They should also think about displaying in such a way that it is clear to the consumer what should be consumed and when for optimal results. The PowerBar methodology of Before, During and After is a good way to do this. A retailer can stand out from the crowd and ensure repeat custom by being able to offer


Learning the basics of nutrition and diet can be a great help to advising customers

their customers nutritional advice. There is no need to study to PhD level. By just learning the basics retailers can assist customers in decision making and ensure they buy the right product. Sampling is a great way to gain the attention of the newbie. Sports Nutrition has not always had a great reputation for taste and eating pleasure, but the industry as a whole has improved over the last few years. Let consumers see what they are missing by occasionally chopping up a few bars for customers to nibble.

WHAT TODAY’S CONSUMERS WANT Today’s consumers are no different from today’s professionals in that they want their products to be developed using the latest research and the most up to date available technology. Both want the products to taste good and to come in a variety of formats and flavours to help combat “flavour fatigue”. Retailers need to be aware of the latest trends. Reading online forums and the industry press will help in this. For example, consumers now want their energy drinks to contain electrolytes for improved hydration and they want to be able to purchase protein bars and protein shakes to help in recovery and offseason strength work. Zyro distributes Powerbar products in the UK and the sales team is contactable on 01845 521700.


Many energy solutions now come with electrolyte content to boost hydration

Since the year 2000, PowerBar has benefited from the backing of the Nestle Nutrition Research Institute in the development of new products using the most up to date research and ingredients. In the 2009 the 300 scientists employed by Nestle produced 210 scientific papers and 68 patent applications for new products and technologies. It is this research coupled with links to the Academic Community such as Professor Asker Jeudenkrup at the University of Birmingham that led to PowerBar’s development of the C2MAX combination of glucose and fructose that gives PowerBar says gives its products "the edge in carbohydrate absorption."



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Philippe Gilbert


(Omega Pharma-Lotto)

Paris-Roubaix - April 10

Ardennes Triple Amstel Gold Race - April 17 La Flèche Wallone - April 20 Liège Bastogne Liège - April 24



Docking ‘n’ diving Mystery Shopper is ‘going to university’ later this year and Southampton is the destination of choice. Taking inspiration from the students in this South coast city, the undercover reporter will be needing plenty of add on accessories, such as a rack to transport my stolen microwave and a good Dlock to keep said cooking appliance secure in halls of residence…


Hargroves Cycles

WITH A prominent High Street location, this BMX – only shop must be doing good business. Being a 20-inch dedicated store, Mystery Shopper had to change to brief a little and instead chose to test the 'rider-run stores' ethos to see if the staff knowledge was indeed superior to information found online. Catching me while browsing, the assistant asked if I required assistance I quoted a recent media launch for which I required information with a view to purchase. The response was very concise and immediately you could tell the assistant was a rider himself and one with an ear to the ground. Engaging me in a lengthy conversation about the industry, sponsorship and product, the 'sale' wasn't pushed upon me, but was spurred from a recommendation stemming from our conversation. Enthusiasm did more for converting this customer than any other aspect of what can’t really be described as a sales pitch. In depth knowledge of this vibrant and fast moving sector is essential if you're to stand out form SCORE the competition. Pijin nailed it.

THE SOUTHERN-most store of the Hargroves chain looked to have a great selection of cycles for a pedal powered city. Mystery Shopper may have entered with high expectations having heard great things about the chain. Sadly, however, the assistant remained quiet for much of the service, beginning with Mystery Shopper's approach to the counter and then throughout the discussion of which bike would best suit a student living on campus. Driving the conversation forwards and having explained that my knowledge of anything bike related was next to zero, I had expected to be asked questions of intended use, where I would store the bike and whether or not I'd be carting luggage around with me. The subject of security was thankfully brought up by the helper, who appeared concerned that if I were to go to the expense of a quality bike that it may be stolen. Further to this he added that more than one lock was advisable. Selling the bike, however, wasn't done with the same grace and our 'clueless' spy almost gave the game away by asking too many questions for a non-savvy buyer in order to SCORE keep the conversation flowing.

[ 4/5 ]




The Hub Cycleworks MYSTERY SHOPPER is a big fan of any store that has a counter overlooking the front door, something that ensured The Hub's helper spotted me right away. Working with the information he'd extracted from me on budget and use, the assistant explained I'd be best off with a hybrid, of which the store could supply one pre-kitted out with racks and mudguards in order to save me the expense of buying extras. On the other hand, it was re-affirmed that if I didn't like his suggestion they could fit any bike with such items. Showing great attention to my original brief, it was advised that perhaps quick release wheels could, on this occasion, be less preferable for security reasons. Further to this, the purchase of a D-lock was strongly recommended as a 'must purchase' accessory. Though a prompt was needed to obtain a business card, the assistant did explain the store's deposit procedures and monthly payment plans well, giving the customer SCORE means to obtain their ideal bike.

[ 5/5 ]

Rock ‘n’ Road


EN ROUTE to Rock 'n' Road, Mystery Shopper encountered a student fumbling awkwardly with a unpackaged microwave upon his handlebars. Southampton is jam packed full of these characters on bikes, that's why it was with some surprise that Rock 'n' Road neglects the entry to mid-level market altogether. In a prime location down the road from Southampton Football Club, the shop presumably must have a diverse footfall, yet only the performance cyclist is catered for. No problem, every store has its speciality. Rock 'n' Road's speciality is tailor made, high-end and custom fit bicycles, for which a bit of research shows a strong reputation. Mystery Shopper did wonder, that with such an open plan three storey shop with masses of floor space, would stocking a few mid-level bikes hurt the business? Even a few reconditioned bikes out back to cater for the high student population would surely line Rock 'n' Roads till with easy money. The assistant did admit very quickly that I'd be better off in one of Southampton's other stores given my budget. It was a shame to be sent on my way with little on SCORE which to rate this store's service.

HAD IT NOT been for those pesky kids, this Halfords may have scored top marks. First impressions matter and what were presumably work experience kids running round each other in circles almost put me off altogether. The visit was redeemed by a 'veteran' of the store who confessed to being a keen cyclist. Removing staff from the baracade that is the counter in many Halfords stores can be a lottery, though this staffer practically hurdled his to help. Quickly establishing my budget and intended use, the assistant outlined both a Carrera and an Apollo matching my brief. However, given that my budget was almost touching Boardman's lower boundaries, the Carrera was flagged as the preferable and for many solid reasons, all outlined in jargon free demonstrations. Removing a bike from the rack, the assistant explained very well why hybrids are selling so well at present, before moving on to the Halfords' signature after care package. Referring to reviews online and in magazines, the helper stressed the value for money aspect of buying via Halfords, though remained honest about the build quality of bikes SCORE falling below £200.





[ 4/5 ]

Summary The scoring, particularly of Hargroves, is perhaps a little harsh. The stock was comprehensive, the shop itself well presented, but the most important part of a business is its representation and on this occasion Mystery Shopper felt the effort to sell was lacklustre. In both Pijin and Halfords, sales pitches stemmed from very laid back conversation with enthusiasts who were best able to share reasons for and against certain products, and without blowing the mind of an uneducated shopper. Mystery Shopper felt unable to properly rate Rock 'n' Road having declared a budget well under anything in stock. As a result there was very little more to the pitch that could be analysed other than the assistant's directions to another store. This store is seemingly doing its own thing and there's nothing wrong with that.



Fish ‘n’ grips Inspired by a car-free seaside town in Slovenia, the eyecatching Bigfish is an agile urban warrior designed to cover ground, all while tucking into the smallest spaces when ‘folded’. Mark Sutton discusses the brand’s addition to the Avocet portfolio with the brand’s marketing manager Robert Logie… © Nicholas Smith

Can you give us a history of the brand and its inspirations? The inspiration was simple. The Bigfish concept originated when the inventor Niko Mihelic was at a seaside town in Slovenia where no cars were allowed, and it occurred to him how great it would be to have a bike with him. But he wanted a bike that could fit easily into a small car, and folded out to the proportions of a full-sized bike, as it was crucial to him that there should be no compromise in the riding quality. The second important consideration was that it should be so easy to fold that you wouldn’t think twice about doing it. It’d be as easy as tying your shoelaces. Furthermore, the fold should not break the frame, which is why we have two frame parts coming together, rather than a hinge. This not only gives sturdiness, it also leads to a narrow folded package that can be wheeled along with you as you walk. These were all the most important components when the first sketches were put together, and they remain vital to Bigfish today. You recently linked with Avocet – what made you decide to link with a distribution partner? This is a European bike, and the concept and backing comes from Slovenia, with the bike being made in Italy. We wanted to work with a company that’s ‘on-the-ground’ in the UK and that has great relationships with dealers around the country. When Avocet visited our booth at Eurobike we could tell that they immediately ‘got’ the concept and their expertise and passion for promoting Bigfish shone through. This is what made us want to work with them. Will Avocet carry spares and handle warranty? Spares will be available through Avocet, yes. All parts are held in Europe, so we can get things out very quickly. They will also handle warranties.


Nimble on the roads, narrow in the office, the Bigfish transforms into an easily stored package

Bigfish has a number of unique selling points over competitors, can you tell us about these? Most importantly the ease of the fold, the proportions and the hinge-free design. The bike's retro styling and satisfying ‘clickclack’ sound it makes during a fold are what personally enjoy about the Bigfish. I challenge anyone to take the Bigfish out for a couple of hours and not have people staring and commenting on it. One of our customers in Cambridge even asked us to send him Bigfish business cards as he gets so many enquiries from passers-by on his commute. Customers also love that the flat fold makes it so easy to wheel the folded bike along with them as they walk. This also gives the bike a very small footprint, meaning you can hold it next to you, into your body shape, as you ride on the train.

When folded, what are the dimensions of a BigFish? The bike measures 65 x 101 x 30cm.

Will the line ever expand past the one signature bike? Absolutely. The Bigfish you see here is only ‘mark one’ version of the build. We plan a major launch of a new line at the Eurobike show later this year.

How do you plan to promote the brand over the next year? One of the key events for us will be Eurobike, where we will take a large booth and launch the new line. Our aim will be to seek the best partners to work with in the future development of the bike, and to find further untapped key territories. Following us on Facebook is one of the best ways of keeping in touch with what we’re up to, and we increasingly try and promote our dealers through these channels. Avocet will also be promoting the brand to their network of dealers over the next few weeks, offering dealer incentives, and we will have a presence at the October Cycle show alongside their stall. But our company has a history of thinking in different ways. This led to our involvement with the Bill Clinton ‘Global Initiative’ in the US. Finally, with the next generation Bigfish we expect to promote the bike through multichannel marketing campaigns, including TV. Avocet Sports: 01617 278608

What accessories are available to go with the main bike purchase? At present you can buy a basket/bag and attachment, as well as a hometrainer. We will also have simple coverbags coming out very soon. We will continue to add to the accessory range over time. What colours are available? We have colours for all tastes. The matte black is the traditional stylish option, ‘Metallic Pink’ is very feminine and becoming increasingly popular, 'Champagne Gold' tends to chosen by the older generation (though not exclusively, I hasten to add). Finally, the 'Awesome Orange' is the urban high-visibility cool one.



How to win a BikeBiz Award Think there’s a company in the trade deserving of praise? Tired of an empty trophy cabinet? Then now’s the time to speak up. Read on for more details on how to win one of the coveted cycle trade trophies... THE BIKEBIZ Awards, celebrating the UK cycle industry, are returning this year. Back for the fourth time, the awards honour the great and the good of the bike trade and are lobbied for by the trade, judged by the trade and won by the trade. This year the Awards night will take place at the Hilton Metropole, NEC, Birmingham on Wednesday September 28th, the evening before the Cycle Show starts. In addition to the new venue there are brand new prizes in the retail and distribution categories, bringing the total number of awards up to 13 (see inset, right). So how do you get your hands on one of these trophies? All you have to do is suggest who should be in the running for an award with a brief sentence or two explaining why the company is deserving of the award – and email it to bikeawards@intentmedia.co.uk. You have until July 15th to lobby, when we’ll compile the list of finalists, which will be announced later in July. Next over 50 industry judges will be tasked with choosing the winners, whom will be revealed at the Awards night on September 28th. Need some guidance on how to win a BikeBiz Award? Then read on...

There are brand new awards up for grabs this year: Retail Workshop, Distributor of the Year and Retail Marketing Initiative


Independent Retailer Online Retailer  High Street Chain  Retail Workshop 

Distributor: Bikes Distributor: P&A  Distributor of the Year 

The 2012 Awards will take place at the Hilton Metropole, NEC, Birmingham

 Consumer Print Media (Specialist and National Press)  Consumer Website 

Bike Brand P&A Brand  Rising Star  Retail Marketing Initiative 

Email your suggestions to bikeawards@intentmedia.co.uk Sponsorship enquiries should be directed to Carly.Bailey@intentmedia.co.uk






>>> Independent Retailer

Wiggle (left) picked up the online retailer prize last year

Who is eligible for this award? This award is open to any specialist cycle retailer. Entrants for this category must have ten or fewer stores and must not carry out their retail business exclusively over the internet. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists before announcing a set of Finalists on July 25th. The winner is then voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Customer service ● Product knowledge ● Range and in-store merchandising

How do I make my opinion heard? All BikeBiz readers can put forward a particular independent retailer simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the retailer has had an outstanding 12 months. Previous winners: Rutland Cycling (2010) Condor Cycles (2009)

Online Retailer Who is eligible for this award? This award is open to any retailer, offering product to consumers through the online channel exclusively, that has a significant online offering of bicycles and accessories. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Reliability


How do I make my opinion heard? All BikeBiz readers can put forward a High Street chain simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the retailer has had an outstanding 12 months. Previous winners: Leisure Lakes (2010) Evans Cycles (2009) Retail Workshop Who is eligible for this award? This award is open to any retail bicycle workshop currently operating in the trade.

● Range ● User interface ● Commitment to an orderly marketplace

How do I make my opinion heard? All BikeBiz readers can put forward a particular online retailer simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the retailer has had an outstanding 12 months.

Previous winners: Wiggle (2010) Wiggle (2009)

High Street Chain Who is eligible for this award? This award is open to any High Street chain stocking bicycles and/or accessories. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Customer service ● Product knowledge ● Range ● Commitment to an orderly marketplace

How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Organisation ● Customer communication ● Level of training of workshop staff ● Popularity How do I make my opinion heard? All BikeBiz readers can put forward a Retail Workshop simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the retail workshop has had an outstanding 12 months.

Distributor – Bikes Who is eligible for this award? Any distributor of bicycles active in the trade. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies.





● Order fulfilment ● Customer service ● Product condition ● After sales support ● Commitment to an orderly retail

● Customer service ● Product condition ● After-sales support ● Commitment to an orderly retail


● Overall performance in the trade

How do I make my opinion heard? All BikeBiz readers can put forward a particular P&A distributor simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the retailer has had an outstanding 12 months.

How do I make my opinion heard? All BikeBiz readers can put forward a particular distributor simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the distributor has had an outstanding 12 months.


Consumer Print Media (Specialist and National Press)

Previous winners: Zyro (2010) Zyro (2009)

Who is eligible for this award? Any consumer-facing bicycle-based magazine, general interest magazine or national newspaper section.

Distributor of the Year Judges will consider the following criteria: ● Speed of service ● Order fulfilment ● Customer service ● Product condition ● After sales support ● Commitment to an orderly retail marketplace

Who is eligible for this award? Any distributor of bicycles and/or parts and accessories active in the trade. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing Zyro (left) and Madison, (top left) won the two distributor awards in 2010. This year a further distribution prize has been added – Distributor of the Year

How do I make my opinion heard? All BikeBiz readers can put forward a particular bike distributor of bikes simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the retailer has had an outstanding 12 months.

Judges will consider the following criteria: ● Compelling editorial ● Circulation development ● Design ● Independence and integrity of reviews

Previous winners: Madison (2010) Madison (2009)

How do I make my opinion heard? All BikeBiz readers can put forward a particular consumer magazine or national newspaper section simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the magazine has had an outstanding 12 months.

Distributor – P&A Who is eligible for this award? Any distributor of bicycle parts and accessories active in the trade. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Speed of service


How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies.

a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Speed of service ● Order fulfilment

Previous winners: Singletrack (2010) Singletrack (2009)

Consumer Site Who is eligible for this award? Any consumer-facing bicycle-based media website. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th.


1 1 0 2 S D R A AW Wednesday September 28th

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The winner is voted for by the >>> Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Compelling editorial ● Design ● Independence and integrity of reviews ● Reliability ● User interface

How do I make my opinion heard? All BikeBiz readers can put forward a particular consumer site simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the site has had an outstanding 12 months. Previous winners: Road.cc (2010) BikeRadar (2009)

Bike Brand Who is eligible for this award? This award is open to any bicycle brand. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Commercial success ● Innovation ● Marketing ● Performance How do I make my opinion heard? All BikeBiz readers can put forward a particular bike brand simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the bike brand has had an outstanding 12 months. Previous winners: Brompton (2010)

P&A Brand


Who is eligible for this award? This award is open to any bicycle parts and accessories brand.

Green Oil (right) grabbed the Rising Star award in 2010

How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Commercial success ● Innovation ● Marketing ● Performance How do I make my opinion heard? All BikeBiz readers can put forward a particular P&A brand simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the P&A brand has had an outstanding 12 months

forward a particular business by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the business has had an outstanding 12 months. Previous winners: Green Oil (2010)

Previous winners: Hope (2010)

Retail Marketing Initiative

Rising Star

Who is eligible for this award? This award is open to any marketing initiative or scheme operating in cycle retail

(A business that has grown/developed significantly in the last 12 months) Who is eligible for this award? Any business from the bicycle industry is eligible. How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They can’t vote for themselves or associated companies. Judges will consider the following criteria: ● Growth over the last 12 months ● Performance over the last year ● Reputation How do I make my opinion heard? BikeBiz readers can put

How is this award won? BikeBiz will take soundings from the industry and consider any direct lobbying from retailers, suppliers or general readers before announcing a set of Finalists on Friday July 25th. The winner is voted for by the Judging Panel, which will consist of at least 50 industry executives taken from all sectors of the business. Members of the jury vote in confidence and are only revealed after voting is complete. They cannot vote for themselves or associated companies. Judges will consider the following criteria: ● Impact on retail sales ● Directing sales to physical retailers ● Creativity ● Uniqueness How do I make my opinion heard? All BikeBiz readers can put forward a retail marketing initiative simply by emailing their nomination to bikeawards@intentmedia.co.uk by July 15th with a brief summary of why you think the retail marketing initiative has had an outstanding 12 months.



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i-riding ahead

i-ride’s new managing director Paul Butler with racing icon Eddy Merckx (above)

You couldn’t accuse i-ride of resting on its laurels. In just the last six months the distributor has moved to new premises, got a new name and a new managing director. i-ride’s Paul Butler speaks to Jonathon Harker...

“98 per cent of all orders placed on our B2B site before 2pm are now dispatched the same day. Customers also benefit from just £50 carriage paid when ordering via the B2B.” Paul Butler, i-ride managing director


i-ride seems to have been a busy few months with the warehouse and office move (in the snow!). Have things settled down now? And what prompted the move? The move was brought about by growth and the drive to hold extra stock – and of course better customer service. It was also an excellent opportunity for us to further organise our operations and it has given us the space to grow our team. A good example of how the move has facilitated improved service is that 98 per cent of all orders placed on our B2B site before 2pm are now dispatched the same day. Customers also benefit from just £50 carriage paid on our B2B site too. To be honest, the snow did create a few issues for us, especially when our seven ton truck loaded with bikes got stuck 15 miles from either depo. However, we worked all weekend and it kind of brought out the pioneering spirit whilst adding excitement to the whole process. The move was six months ago now – time flies! I wouldn’t say we’ve



settled down as we’re always busy maintaining our service and letting consumers and trade alike know about the latest products. And what prompted the rebranding to iride? Have dealers and the trade got the hang of remembering the new name? The name change just seemed to make sense. Our consumer website and adverts had all been under the i-ride name for several years and so we just brought the trade identity into line with this so sales from i-ride branded adverts and reviews could be easily converted by retailers. We implemented the name change

“The demand for our products means we’re expanding our sales teams and warehouse staff. Several of these positions are found on BikeBiz.com right now...” around Core Bike show when we had the chance to discuss it with our customers as well as having plenty of BikeBiz articles about i-ride at the time to strengthen the changed identity. The transition between names was very smooth and it has just been business as usual. There have been some changes at the top of the firm recently too, including a new managing director and a new sales manager. A time of change for the company, or still the same as it ever was? My new role as MD has been incredibly exciting and I’ve loved being more heavily involved with every area of the business. We have such an enthusiastic and hard working team here at i-ride that it’s really been a

pleasure. Andy Butler joined us at i-ride last summer and earlier this year he moved to the sales manager position. His passion, drive and friendships with retailers have definitely enhanced the business. Our recent growth has been excellent and we’ve exceeded all our targets. This rise in demand for our products means we’re expanding our internal and external sales teams as well as adding staff in the warehouse, several positions are current on the BikeBiz website. Mike Clark joined our on-the-road sales team to cover southern England in April and he has already had a large impact. We’re pleased that more new members of staff will be joining us shortly. How is business at the moment? Previously you’ve said that an innovative approach to business has been important to the firm. Is that still the case? We feel that i-ride is a great combination of the traditional informal cycle industry way with a drive to succeed through targets and strategic planning, whilst also being a company where everyone’s ideas are welcomed and developed. These three facets aren’t always that easy to balance, but that’s what we aim for and it has served us very well over the past few years, but of course we are always looking for ways to improve. Have you had any star performing brands this year? We first became involved with Eddy Merckx Cycles just two years ago and the brand is going from strength-to-strength at the moment. The combination of Eddy being involved with the actual bike design, innovative new technologies, a strong team in Quick-Step and UK specced bikes, have lead to a brilliant take up in the market. Eddy Merckx Cycles really do push the boundaries of technology. One very good example is their use of pitchbased instead of cheaper pan-based carbon

The distribution headquarters old (above) and new (below)

fibres in order to increase stiffness. This means virtually zero deformation of the frame in crucial frame areas. Thanks to great leading technology and durability Fulcrum has also outperformed all our expectations and we fully expect 2012 to be another great year for the Italian wheel brand. You signed sports nutrition brand Zipvit back in November, how has that been received? Is it the first time the brand has had a real go at the UK? Zipvit Sport hadn’t made its product available through UK retailers, so we were very pleased to bring such a prestigious brand to the market. Zipvit had spent a long time developing their products with top athletes including the Cervelo Test Team and Sean Kelly. This meant that the products were very advanced before we became involved. However, it has been very refreshing to see how keen they are to work with us and retailers to constantly improve their offerings. Even though Zipvit Sport has development facilities and offices in Switzerland, they are also co-located in Staffordshire, so communication is very easy and they often go out to visit stores directly. In fact they are willing to visit any shop that orders Zipvit product to build and install a free point-of-sale stand. That really is excellent service. What about trends this year? Is triathlon still going strong? Triathlon is still strong for us, but we have really been struck by the continued growth in the sportive road sector. In this area we have noticed the demand for great all-rounder bikes such as the De Rosa R838 which has mid-way geometry to combine good climbing and positions with even road manners so they are at home in a sportive or having a go at local club racing.

Paul Butler in discussion with Mr Campagnolo at Cycle Show


Are there any more brand signings in the works? We’re always keeping an eye out for exciting products that can provide that something extra not already available in the UK market. So as you would expect we’re talking to a few companies at the moment, but we’ll all just have to wait and see what comes to fruition. www.i-ride.co.uk



Rising stars of the

bike biz BikeBiz pays tribute to the rising stars of the UK bicycle industry... THE BICYCLE INDUSTRY didn’t get where it is today without the hard work of the individuals that have, and currently do, work within it. From the higher echelons of managing directors, chief operating officers and CEOs, to those just starting out in the trade and beginining to forge a path in the sector, they all play a part in creating the thriving bicycle business of 2011 and beyond. In this ‘30 under 30’ feature we pay tribute to the efforts of those up and comers – those


that you probably don’t know the names of (yet) and also to the individuals that might just be the chief operating officers, managing directors and industry movers and shakers of tomorrow. These men and women are already making an impact on the industry in their respective sectors, whether that’s in retail, print and online media, distribution or brand management. Nominated entirely by our readers in the trade, here are 2011’s 30 under 30...

This year’s 30 under 30 includes men and women in retail, media, distribution and brand management.






1. Adam Biggs Moore Large

Biggs joined Moore Large in October 2008 in telesales after a spell racing on the continent (spending three years in France as a semi-pro). Biggs was plucked from the role and became Basso brand manager soon afterwards and since then has developed and designed the Forme brand for the distributor, while also continuing to look after Basso. Forme recently released a highly successful road range and the brand is stocked in almost 150 dealers.

2. Adam Dayson Fisher Outdoor Leisure







Dayson joined Fisher last summer but his association with bikes dates back from the tender age of two, when he rode in his first BMX competition. He has since ridden and raced 4X and DH MTB bikes. Dayson has brought his love for bikes to the Fisher marketing team and worked with the firm on last year’s Cycle Show, managing the Endura marketing team and helping win the ‘best marketing 2010-2011’ award from Look. An integral member of the team, he is planning promotional activity for a number of key brands in the next 12 months.


Zyro A Zyro stalwart, McKeown has been with the Yorkshire-based distributor for five years. He started in the Goods Out team and has grown his career over his time at Zyro, gaining the skills, confidence and experience to have the responsibility for the entire Goods Out function of the increasingly busy warehouse. Along with a commitment to working to the highest standards, McKeown commutes by bike, which helps maintain his football playing fitness (his team was just promoted).

7. James Champion Cycling Sports Group UK

3. Adam Garner Moore Large

8. James Hoppe

Garner started at the firm in the marketing and sales teams, and was soon promoted to Haro brand manager at the age of 20. Three years on Garner is looking after the ongoing development and sales of Haro and Premium Products. His introduction of the Premium BMX team has helped the brand grow sales and market share, while his hard work on Haro led to the coup of being Center Parcs’ chosen bike supplier. Almost 5,000 Haro bikes will be used across the Parcs by the end of the year.

Cycling Sports Group UK

4. Felicity Crammond

Hoppe is senior graphic and web designer at CSG, heading up a three person team producing brand websites, store POS and more. Hoppe is the graphic design talent behind Charge Bikes and much of his design work has been taken up as standard by Mongoose in its global ad campaigns. He’s also a mean photographer, the results of which have been used internationally by Mongoose, GT and Charge. Most recently Hoppe has been putting his stamp on next year’s Cannondale concepts.

Fisher Outdoor Leisure

9 Jethro Loader

Felicity ‘Fizz’ Crammond is responsible for forecasting demand and managing inventory across the entire SRAM aftermarket portfolio, co-ordinating deliveries from factories around the world for better availability and implementing new product launches. Most recently Crammond has worked on the launch of the new Apex groupset and SRAM tech centre. A dedicated cyclist, her passion and knowledge of SRAM is comprehensive.

Cycling Sports Group UK



6. Iain McKeown

As sports marketing coordinator, Champion has introduced a number of initiatives to up brand awareness among consumers, including the successful marketing of Charge Bikes. He has brought his skills to Mongoose, Cannondale and the GT brand to deliver marketing involving some top UK riders. Champion works with global marketing and general managers at GT and Mongoose as well as UK based riders on global teams, including Mongoose’s Chris Akrigg and GT’s Mark Beaumont.

5. Graham Chilton


relationships with our customers so that I can provide the best possible service to them.”

Twenty-nine year old Chilton has spent most of his working life in the sales environment. When the opportunity arrived to bring his skills and experience to the cycle industry with Zyro he jumped at the chance. Chilton said: “I’ve had a fantastic introduction to the company and I look forward to further developing my

Further bolstering the conspiracy theory that everyone at CSG UK under the age of 30 has to have a first name that starts with a ‘J’, Loader has taken CSG’s B2B website from basic to outstanding in a short space of time. Originally working for the firm in the telesales dept, Loader’s IT background meant a move into B2B management. Under his guidance the site has grown in functionality and in its overall success in increasing the P&A side of the business in particular.

10 Joe Poyzer Moore Large Poyzer joined Onza four years ago, working part time at Moore Large. He’s since moved on to a full time role at the distributor as area sales manager while still maintaining his BIKEBIZ.COM


responsibilities as Onza brand manager. Covering UK sales and marketing, researching the market, sourcing the bikes and deciding on specifications, Poyzer also oversees all the European exports of the brand.

11. John Morgan Rutland Cycling Morgan is currently working in a team developing Rutland’s SEO strategy and supporting online marketing activities. The hardworking, jovial and reliable character’s top efforts have resulted in overacheivment in his tasks, in a role that is often misunderstood by those outside the sphere. The results are clear, however, with Rutland’s online profile growing and now occupying many first page positions and number one spots in search engines.

12. Lauren Smith Moore Large At the age of 23 Smith is already steeped in the cycle world, having worked for Cycle Derby as cycle coach and sporting 14 years experience of BMX racing. Smith moved on to Moore Large in a newly created role to handle house brands Barracuda, Bumper and Freespirit, where she is currently looking after product development, sales and marketing to ensure the long term growth of the brands.

13. Lisa Toogood Fisher Outdoor Leisure Toogood joined Fisher’s sales team just over a year ago. Although not from a cycling background the recruit has dived headlong into the industry and learnt as much as possible to become an expert on Fisher’s portfolio. Toogood’s dedication to customer service has earnt her a wide appreciation among the cycle shops she works with in her role as internal account manager.

14. Mark Loveridge Ultra Motor Loveridge started in the trade two years ago as Urban Mover’s head of sales. A few months later he joined Ultra Motor as sales director and the ambitious man became UK MD in the last six months. He has helped grow distribution of e-bikes into independent shops as well as the likes of Evans and Halfords. He led the largest sale of e-bikes to a UK police force and electric bike rental with Hertz in central London. He also co-founded BEBA and holds the commercial director role there.

15. Oliver Laverack The Bike List Laverack is the editor and creator of The Bike List, which launched at the end of May 2009. The site is pitched as an online bike choosing tool, designed to help cyclists search for and BIKEBIZ.COM

choose their perfect bike. Since the launch The Bike List has been nominated for awards and traffic continues to grow for this up-andcoming site. Laverack’s hard work in developing the site has been boosted by the high profile reviews written by respected journalists.

16. Sim Mainey Singletrack As creative czar at Singletrack, Mainey has responsibility for all design aspects of the magazine. He arrived in 2005 fresh out of college and soon became a key player, keeping and improving the high standards of the magazine and helping it look sharp ever since he joined. In between designing Singletrack, Mainey shoots a lot of photos for it and even finds time to ride his bike.











17. Lauren Van Der Plank Moore Large Van Der Plank joined Moore Large two years ago with a strong marketing background. She now handles all areas of UK marketing in the P&A division for 20 brands (she started with 12) looking after planning, execution and evaluation of all marketing activity. Van Der Plank looks after a significant budget juggling advertising, events, sponsorship and PR for the large number of brands. In addition she is responsible for Moore Large PR, creating and maintaining its corporate identity.

18. Alistair Dixon Raleigh Dixon has been solely responsible for the Raleigh brand image since joining the firm in 2008. Dixon creates catalogues, advertising and POS across road, MTB and classic bikes. In 2009 he took the lead for the branding of the Team Raleigh launch, including design of kits, bikes, car and van livery, merchandise, posters and the website updates. In 2011 the Dixondesigned Raleigh SP Race road bike was voted one of the top four road bikes by Cycling Plus.

19 Gary Conway Raleigh Conway joined Raleigh in 2006 as a customer service advisor and soon worked his way to become parts and accessories product manager. From a long established personal and professional background in cycling, Conway has brought his enthusiasm for the trade to the business. Schwalbe, Shimano, Quad and High 5 are among the brands Conway has helped grow year-on-year. Under Conway’s management own brand ranges have also seen improvements in products and packing.

20 Dillon Osborne Chain Reaction Cycles As senior graphic designer at CRC, Osborne works with a team of designers covering all print advertising over 75




magazines a month, working on concept and product ads, across all aspects of the industry. Working closely with the photographic team Osborne deals with decals and POS for exhibitions and billboards. He is also responsible for the branding and design for CRC pro DH team, working with Nigel Page and the Royal Racing crew.


21. Emma Bamford 21


Chain Reaction Cycles Bamford is senior buyer and merchandiser for the internet giant, with a special responsibility for the Triathlon tab. In short, that entails sourcing, buying and maintaining the products on the tab, striving to ensure CRC has the product the customer wants, in stock and at a great price. Bamford interacts closely with other CRC departments to look after Triathlon, but also to offer something special to the customer, highlighting that through the site and externally in ad campaigns.



22. Peter Hollinger Chain Reaction Cycles As senior BMX buyer and merchandiser, Hollinger’s main responsibility is looking after and maintaining all aspects of the BMX tab. In his work Hollinger works with virtually every department in the vast CRC empire to ensure the BMX tab is well represented from product range and stock levels to descriptions, images and banners.

23. Joe Ray Future 25


Ray joined Future in 2010 as website developer for flagships Bikeradar and Cyclingnews.com. His programming talents and web design insight have improved the useability of the sites. Most recently he coded an improved image display system for BikeRadar and a new live race reporting system for Cyclingnews – both of which boost and keep hold of traffic. He’s also a keen recreational cyclist.

24. Joe Coales Raleigh 27


As Raleigh’s in-house photographer and filmaker, Coales has been the sole source for all still and moving imagery from the firm for the past two and a half years. Covering everything from all action MTB, BMX and road photography, he films and edits numerous bike related films to boost the brand.

25. Mark Needham Raleigh



After working in cycle to work implementation, and then a sales role in the bespoke road bike sector, Needham’s keen interest in a variety of sectors has seen him attain a P&A product management role at the firm. He looks after a number of own brand ranges along with the

development of a number of major brands like Uvex, MOA, Michelin, Muc-Off and Sigma.

26. John Whitney Future A relative newcomer to the industry, Whitney is rapidly becoming entrenched in it. The top notch writer has been developing his talents in his work for BikeRadar. While a newbie in the trade, Whitney has flung himself into cycling and developed into a very handy road rider, successfully completing the Fred Whitton Challenge this year.

27. Martin Astley Hotlines Astley has been in the bike industry for seven years with a varied career including MTB trail design and building at Cwmcarn and Whistler Mountain bike Park and even freelance bike journalism. Astley was also brand manager for Iron Horse bikes in the UK, managed the infamous Mud Dock cycle works and is now Hotlines’ marketing manager. Astley is a passionate cyclist himself, riding for HotlinesLapierre this year, and he also finished well in the first round of the UK Gravity Enduro series.

28. Oliver Woodman Future Not only is Woodman under 30, but he’s yet to hit 20, making him the youngest on this list. At Future he works as database editor for BikeRadar and three years previous to that he worked for national bike retailer Evans Cycles. Currently Woodman updates the vast BikeRadar product database with products, reviews and features. And, we’re reliably informed, he is extremely good at it.

29 Sophie Widdowson Raleigh Widdowson joined the Raleigh marketing team as graphic designer in 2008 where she has been responsible for designing the visual side of everything Diamondback, including the MTB and BMX ranges, website, catalogues and advertising. She also designs the childrens bike range, including character illustration. Most recently she has been closely involved with the Red or Dead range and is cracking on with Diamondback BMX designs for 2012.

30 Jamie Lynn Balfa At the age of 20 Jamie Lynn founded online retail firm Balfa, bringing a range of product from Canada and America to the UK, with a DH UK race team to boot. One year later Lynn had opened his first retail outlet in Tring, Hertfordshire, called Mountain Mania Cycles. He opened another at the age of 24 in Didcot and by 26 the busy man had purchased the freehold of new, much larger premises in Tring. Now he is planning another two outlets. BIKEBIZ.COM






Eye of the

Tiger The only way is upwards for Tiger Cycles. This year customers of the Moffat distributor can expect to see improving spec on bikes from the budget friendly, right through the newly launched Atom line. Mark Sutton talks to Tony Few about the firm’s new direction… Can you tell us a bit about Tiger Cycles and its origins in the trade? We are a family business that set up in the cycle trade when our local bike shop closed and presented us with an opening to meet demand in our home town of Moffat. We added the bike business to our other retail outlets and from the outset received requests for supply due to our superior buying power. The distribution business grew rapidly until the late 1990s when the brands we were distributing went bankrupt and left us with a large customer base, but no product to supply. Again, in response to a gap in the market, we designed a new range ourselves and branded them as Tiger. This proved to be the correct strategy and, with over 230 dealers nationwide, the business continues to grow and develop. Last year we invested more than £1million in our own warehouse and distribution complex in Lockerbie. You’re gradually adding higher-spec product to the catalogue, is this in response to a demand from customers? We are now diversifying our range and also improving existing models. With the high level of competition in today’s market we wanted to distance ourselves from the low quality bikes sold by supermarkets. To this end we have eliminated all cheap Chinese parts and now only use full Shimano gear sets on all bikes. We have also upgraded all new 2011 cycles to include sealed cartridge bottom brackets even on entry-level models. These changes are already paying dividends, with a 90 per cent reduction in warranty requests over two years. Tiger is to launch own branded components and accessories this month, what can we expect to see from the line? BIKEBIZ.COM

We are initially introducing a basic range of parts to keep the workshop running, including tyres, tubes, brake levers, blocks, pedals, cables and Prowheel chainsets. Also, a range of accessories will be available to add value and complement any sale, from bottles and holders, mudguards, gel saddles, pumps, locks and dusties, all of which come pre-packed with Tiger hangable header cards. We will also be offering a limited range of Shimano parts.

Tiger has become known over the years for producing low cost bikes. For us to establish a brand in the higher end market, it was immediately apparent that we needed a new name which was catchy and looks good on bikes, hence Atom was born. In partnership with our factory in Taiwan, who already make bikes for some of the biggest brands in Europe, and a number of IBDs that already stock the Tiger range, we have developed a range of bikes. The Atom range boasts better specification than other bikes of a similar price band. This, combined with a number of key features such as full Shimano gearing, disc ready hubs and frames on all bikes makes Atom more versatile than many in the market.

What point of sale material will you be able to offer with this line? We have a new 32-page brochure which shows the full range of Atom and Tiger Cycles, parts and accessories and have just received our new two-metre banners to promote the Tiger Cycles and Atom brands in showrooms. We also have flyers for Tiger Cycle Assist and over the next few months there will be a range of posters produced for all products. How do you plan to market the new line, as well as the 2011/12 bikes? Marketing has always been a problem for manufacturers and importers due to the costs of national press and radio, therefore we have to rely on the grace of publications and our greatest marketing tool, word of mouth from not only happy dealers, but also from satisfied end users. There is a lot of buzz about Facebook and we look forward to raising our profile there. Tell us about ‘Atom’ bikes and the work that has gone into producing the line:

Tiger’s own branded components and accessories line launches this month

If any, what challenges are importers such as yourselves facing at present? Ever increasing costs from suppliers continues to make purchasing a challenge, but this year part of these increases has been offset by a reducing US Dollar value and lower shipping costs, which has enabled us to maintain our competitive pricing structure. What price points does the Atom line cover and do you foresee much cycle to work business here? As this sector continues to grow Atom has been designed with cycle to work in mind, hence our endeavours to have the best specification at the best price from a fully Altus equipped bike at £349, through to a fully Deore equipped hydraulic double disc model costing £599 and all offering excellent retailer margins. How can trade accounts get in touch? Telephone 01683 220837, email info@tigercycles.com and for further details, visit www.tigercycles.com.



New horizons Claud Butler seems to be everywhere â&#x20AC;&#x201C; how many UK stores carry the brand? We currently supply 750 plus IBD accounts and as some of these will have more than the one store, you can probably add another 100 to that figure. Has the business any scope for international business? At the moment the brand is exported to two countries, both within the EU. However, the decision was taken recently to pursue more. What trends have you seen emerge in recent years and how have you adapted to accommodate these? In my time within the trade, the most obvious is the change from MTB to hybrid, trekking and road bikes. Every year retail gets harder, dealers have had to make sure that consumers buy a bike that they will enjoy riding and is fit for purpose. The Claud Butler brand has always been a forerunner in this market and our road, hybrid and trekking offering is one of the strongest there is. In more recent years the electric bike has also had a huge increase in its profile and when our Glide range was launched mid 2010, it immediately sold out. There has also been an increase in higher value product. That can only benefit the trade. Is the cycle to work bracket important to CB? Cycle to Work is hugely important to everyone in the trade. Its value over the last few years cannot be underestimated and I for one hope it continues for quite a few more. The type of product we are strongest on (that of trekking, road and hybrid) ensures we do well with any dealer who stocks our range. How many tanks of fuel is a decent bike these days? What aspirations do you have for business? Primarily to make sure it continues to be the label dealers can rely on and to keep them believing in the brand. Having the service department that is widely regarded as the best in the trade goes a long way to ensuring this. BIKEBIZ.COM

Claud Butler has been a staple of the British bicycle business for decades. This year a bit of a shake up is happening. Mark Sutton finds out more...

We are also looking to progress mid to highend sales and push into exports. Both parts and accessories, as well as electric bikes, are new and exciting avenues for us and this is where is see the biggest growth for the company.

cent being the latest, as well as features and adverts in the press. In similar vein to supplying dealers with plenty of POS. Online activity and viral marketing is also something that has changed in recent years and we will soon have something very exciting to announce with regards to this.

What kind of cyclist does the new components and accessories lines cater for? Our new parts and accessories range is a core range of saleable items that probably make up the bulk of our customer's sales. We purposely have not gone down the route of cheap accessories as it needs to reflect the brand. For many years our customers told us we should be supplying everyday goods and it has always been something I pushed for. Of course when you first start you have grand aspirations and want a huge all-encompassing range, but you soon realise it isn't as simple as that. It is almost like starting a new company.

Will we see the brand at any shows this year? We gave the first parts and accessories preview to our customers during our own 'in house' roadshows that we have every January. This is follwed with five regional exhibitions where dealers are invited to come and see what they can expect for the coming year. The response was far better than we could have hoped for and we had to increase our initial forecast. We are very active supporting dealers on any Cyclescheme open days, county shows, demo days, shop rides and any other type of event they may have. As an example, one of my favourites has always been the York Rally which again, we do in conjunction with a local dealer.

What product is currently in stock and can you say what's in the pipeline? At the moment we have good stocks of everything. Something we were told during the January launches is that customers expect continuity. As this is something we already have to work around on bikes, I am confident we will manage. Although it is still early days for us with regards to the new lines, already from both customer feedback and salesmen's mithering, there are another 15 lines soon to be added. What POS material will be available to dealers stocking the new components and accessories line? We are very strong on point of sale. At every sales meeting our sales managers leave with their car doors bulging with POS. Claud Butler branded clothing, posters, banners, framed pictures, logo stickers, feather flags, display stands, mobiles, window rolls, bags, mugs and pens all push the brand in store. How are you marketing the brand this year? Obviously there is the usual glut of product reviews, a 'best in test' road bike scoring 86 per

What steps are you taking to ensure the CB brand remains competitive and to ensure dealers can achieve a strong margin? Our design team of Dave Heath-Drury and Ed Smith have many years of experience in the industry and are always making sure that we offer both quality and value for money. They spend a lot of time sourcing the right product from the right factories. At Falcon we are very protective of the margins our customers make on our product and we do everything we can to ensure this is something they never need worry about.

From top: Phil Haveron, Steven Bell, Dave Drury, Kaily Davis, Ed Smith and Melanie Bailey

What criteria must a dealer meet to become a CB stockist? The first step is to ring 01652 656000. The salesmen who covers your area will then give you a call to discuss moving things forward. We are a friendly bunch without too many airs and graces. Alternatively, email melanie.bailey@falconcycles.co.uk, or phil.haveron@btinternet.com.


Are proud to announce the launch of their new P&A range! s IBD exclusive s 70% margins on initial buy in deal s Core range offering both quality and value s Buy from a supplier you already know and trust s Supports and enhances brand awareness s 0UNCTURERESISTANT-4" s 0UNCTURERESISTANT2/!$ s 0UNCTURERESISTANT(9"2)$

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Falcon Cycles Division PO Box 3 Bridge Street, Brigg, North Lincolnshire, DN20 8PB




Leading brands get behind Bikesoup With backing from increasing numbers of bike brands meaning swifter advert uploading, ActSmart explains why Bikesoup is an increasingly attractive proposition for independent bike retailers... BIKESOUP, THE UK’s premier new and used opportunity. It’s also fantastic to have bicycle marketplace, has added a new fast endorsement from the leading bike brands and upload feature to the site, supported by a will help me gain new customers.” number of leading bike brands. So, how how Bikesoup is committed to the development can this can benefit your business? of the IBD sector and announced their IBDs will now be able to create adverts for partnership with ActSmart in the December their stock on the Bikesoup platform in a issue of BikeBiz. The unique advertising matter of seconds. The new fast upload feature platform is driving consumers directly to IBDs uses a database of and promoting in-shop 2011 bike specs and bike purchases in line with images provided by major bike brands’ selling the manufacturers policies. and distributors to Bikesoup has also been pre-populate adverts promoted to consumers with all the current on ACT’s thecycling bike model experts.co.uk website and JP Saville, Quest every retailer’s shop listing information. Feedback indicated The Cycling Experts will Adventures on that a lot of specialist feature their entire cycle retailers found Bikesoup stock list so the upload process to be time-consuming and consumers can see what you have to offer; the new feature overcomes just that. IBDs will alongside other services such as Cytech now be able to reach a nationwide audience Accreditation and Ride It Away cycle finance. even quicker by uploading up to 100 bikes in Discounted rates are available to ActSmart less than one hour. members, ranging from ten per cent off for JP Saville of Quest Adventure said: “I have Bronze to 20 per cent off for Gold and been using Bikesoup to market my bikes since Platinum members. Bronze ActSmart they launched in late 2010 but found it time subscription is free so sign up now to take consuming writing the adverts and sourcing advantage of this offer at actsmart.biz/cycles. bike images. This fast new upload process If you already advertise on Bikesoup, you resolves that issue and I’ll upload my full shop can try the new fast upload feature here: inventory up on the site at the first bikesoup.co.uk/dealer

“It’s a fantastic endorsement from the leading bike brands and will help me gain trade.”


Bicycle brands already on board Bikesoup include: Trek, Ridgeback, Marin, Saracen, Whyte, Genesis, Wilier, Adventure and Merida with more brands being added...

Upload your stock to Bikesoup and get two free months free advertising on the UK’s premier new and used cycle marketplace. www.bikesoup.co.uk

For more information call ActSmart on

0845 618 7256 www.actsmart.biz



SRAM IMPROVES DEALER SERVICE IN THE UK ALL BRANDS: SRAM - ROCKSHOX - AVID - TRUVATIV - ZIPP ALL CATEGORIES: MTB - ROAD - WHEELS Good products deserve good service. A strong increase in market share and the launch of new product categories are driving SRAM to support their distributors and OE customers. Especially with the seasonality of cycling and a broad dealer base, additional product service for dealers, distributors and OE customers is a logical next step. The SRAM Technical Centre (STC) program offers dealers and OEMs the option of going directly to a dedicated SRAM technical facility for service and warranty support.


SRAM Technical Centre UK Unit 1, Millside Park, Crouch Lane WinkďŹ eld, Windsor, SL4 4PX Open Monday to Friday: 08:00 to 18:00

Tel: 0843 487 8815


Dipping a toe into sectors beyond cycling? BikeBiz provides the month’s news from related markets...


High hopes for Vos’ first outdoors digital magazine

Retailer to Play outdoors

Vos Media, the firm behind January’s three-pronged Outdoors, Bike and Boat Show, has launched a brand new magazine aimed at outdoors consumers

STAG completes hunts for new EPOS provider

THE FREE digital magazine – Altitude – features editorial on new products, holiday ideas, ways to enjoy the mountains and more. Vos told BikeBiz that it felt the time was right to launch Altitude magazine following its growing credentials in the outdoors and wintersports market. “Altitude has been on the cards for some time now,” explained senior marketing executive Gabrielle Williams. “And with the launch of the London Bike Show and the growth in the market it was the perfect time to launch knowing we had the sector’s support. Vos Media publishes the Daily Mail Ski & Snowboard Magazine which is the best sold winter sports title in the UK and alongside the magazine sits the Ski and Snowboard Show which is the largest consumer winter sports

show in the world. We also run the Outdoors Show which successfully moved from Birmingham to London in January 2011 together with the launch of the London Bike Show. “With this portfolio we consider ourselves to have a clear understanding of the outdoors and wintersports market which is reflected in Altitude’s editorial content,” Williams added. Vos Media is hoping that Altitude, the firm’s first venture into the digital market, will generate 20,000 unique visits, and 350,000 impressions a month and is planning to publish the magazine twice next year. www.theoutdoorsshow.co.uk/community/al titude_magazine/

“Altitude has been on the cards for some time now. The sector is fully behind the launch.” Gabrielle Williams

Play.com has launched a new Sports and Outdoors store, serving a number of sectors including clothing, camping, walking, running and swimming. Brands including Helly Hansen

STAG, a buying group operating in the sports, outdoor and footwear sector, has partnered with Cybertill. The deal means Cybertill will be recommended to all STAG buying group members, taking advantage of preferential rates on Cybertill’s electronic point of sale offering.

Decathlon to open tenth UK store Issue one of the magazine looks at cycling among other sectors

Outdoors and sports retailer Decathlon has revealed it will be ‘anchor tenant’ for Orford Park – a £30m Olympic legacy development in Warrington. The site will include the tenth Decathlon store in the UK, while Orford Park itself will feature sport, leisure, health, education and lifelong learning facilities.

EVOC wins design awards MUNICH LUGGAGE brand EVOC has been named 'Source Breakthrough Brand of the Year' for its work in the European Snowboard Industry. The rider-owned brand has picked up the accolade after being picked out by the readers of the European snow sports trade website The Board Sports Source. Source Board Sports magazine editor Clive Ripley said: “This award was granted to EVOC in an exemplary year – determined by innovative marketing campaigns, groundbreaking product developments and stringent brand-management and image-building campaigns throughout the entire European market.”


The brand has also been the recipient of a design and engineering award for the Evoc Freeride PRO-20L snow pack in February 2011 when it picked up a Red Dot design Award. The popular product also won ‘best winter sports accessory’ at the Slide Snow Sports Show. The prize wins are impressive for such a young company – Evoc’s first designs were put together in 2008. Evoc’s bike offering – including the Bike Travel Bag has also been the subject of acclaim from MBUK, MBR, Cycling Weekly, Tri Plus and Tri Europe. Silverfish distributes the brand in the UK. www.silverfish-uk.com

Scootering added to NASS festival

Marketing campaigns and product secured Evoc’s award

2011 will see freestyle scootering appear for the first time at the Relentless NASS festival. With the growing popularity of the trend and the fact that scooters are taking over skate parks across the country, festival organisers have made the decision to invite the Razor International team. Look out for more on scootering in the July issue of BikeBiz.


PEOPLE | RECRUITMENT Send your recruitment news to


2pure boosts marketing with new Decade Europe bolsters sales team with Stobart and Bins  Copsey to head up brand strategy for Tortec at Zyro  Media veteran Croker joins Shift Active  Cox promotion firms up Dawes development strategy  2PURE Edinburgh-based 2pure has brought on board a fresh marketing coordinator with the appointment of KYLIE HENDRIE. Coming from a prior press and marketing role held with a London fashion distributor, Hendrie has a strong creative focus. She said of the role: “Although not from an outdoor sports background, I am passionate about specialty, high-end products and more importantly, building brands. I am truly excited to be working with some of the best brands in the cycle industry and some excellent new colleagues. Their passion is infectious.” Kylie can be reached on 0844 811 2001 or at kyliehendrie@2pure.co.uk.  ZYRO Zyro house-brand Tortec, created by Simon Ellison eight years ago, will now have its


Tim Copsey Andrew Croker

product strategy guided by TIM COPSEY, who has been appointed brand manager for both Tortec and Ashima. Copsey commented on his new role: “Tortec already offers a range of unique, well designed, effective and durable value-for-money products. We have focused on adding value in the rack, mudguard and bottle cage sectors up to now and these lines will continue to be extensively developed, but I will be investigating additional sectors where we can add real value to our retailers and UK consumers.” Having held positions within the cycle industry for over ten years, including spending six years in retail and buying with Cycle Surgery, Copsey was most recently tied to Madison managing soft goods brands.

With a particular interest and expertise in braking, Copsey has also been tasked with growing Ashima’s business.  SHIFT ACTIVE MEDIA ANDREW CROKER has joined newly formed cycling communications agency Shift Active Media as its chairman. In his new role, Croker will work with Simon Wear and the senior management team to develop the agency’s long-term business plan as it positions itself for further growth in the international cycling scene. Croker said: “I’ve been closely watching cycling, particularly looking at developments in the digital space. I’m convinced there are major opportunities, and I was attracted to Shift’s knowledge, professionalism and their



Sales Administration Schwalbe UK

recruit Hendrie

Location: Telford Job type: Permanent Starting Salary: 15,000

Bohle UK (Schwalbe UK) is part of Ralf Bohle Group, a family owned company based near Cologne, Germany. This is an exciting opportunity for an enthusiastic and resourceful Graduate B.A or B.Sc trainee to take up an important role in our Sales dept. and be part of a financially sound, international company. You will be required to process customer orders with maximum accuracy and handle enquiries accordingly. There will be daily contact with our indirect, retail customers and consumers who seek technical and supply information regarding our products. You will be responsible for maintaining excellent customer relations and information sharing with our network of distributors.


international approach. I’m looking forward to working with Simon and the team, adding my broad experience across a range of sports, not only commercially, but on the media side too. Now is the time to bring to cycling what has been the norm in football, tennis, golf and motorsport for many years.”  DECADE EUROPE Two regional sales representative appointments have boosted Decade Europe’s coverage of the UK. ROB STOBART takes control of the South of England and South Wales, while CRAIG BINNS will be an agent for the North of England and North Wales. Craig Groves will continue with Mid-England and central Wales visits for Decade.


Commenting on the appointments, Matt Yeo, general manager at Decade said: “Rob and Craig are two well respected individuals with a wealth of knowledge within the cycle industry. Companies don’t get to choose sales people of this calibre, they choose you and its testament to the brands we represent that they have decided to come on board with us.”  DAWES LAWRENCE COX has been promoted to product and marketing director of Dawes Cycles. Managing director Steve Grant said of the promotion: “Cox has been with the firm since 2004 and in that time has become an influential figure in the growth and development strategy of Dawes.”

I Clear and effective communication and collaboration with our wholesale distribution partners, retailers and consumers. I Guarantee all orders taken are processed onto our dedicated ‘Kontor’ software system as effectively and efficiently as possible I Demonstrate a thorough understanding of the company’s products. I Develop an understanding of the company’s systems & procedures. I Promote the company and offer excellent customer service. I Have flexibility in working hours I Be a team player who uses initiative and actively contributes, and participates in the working environment. I Assist other members of your team in processing orders and general duties to help achieve department objectives


Excellent written and verbal communication skills. IT proficient in Microsoft Office. Ability to work under pressure. Meet individual and department targets.


I Cycling-minded, energetic and self-motivated

In the first instance please email your CV and details to:






The trade’s guide to sourcing stock, up-and-coming IBDs and the very latest products

RETAIL COMMENT MORE THAN LIKELY I’m about to state the bloomin’ obvious here, but has everybody tried the line: “This bike costs you around four to six tanks of fuel, depending what you drive” line yet? It’s a real eye opener to the customer who thinks that £200 is ‘expensive’ for a bike. Further to that, once that line is well rehearsed and the price justified, how often can the customer be convinced that spending a little more in order to ensure the longevity of a purchase is really worth thinking about? Perhaps the bike vs car comparison is tired by now, nonetheless, on the forecourts car salesmen get away with charging silly money for extras. Cup holders and tinted windows? That’ll be £400...

“What methods do you use to stop your business being used as a stepping stone to the web?” The typical consumer, rightly so, has money on the mind and if they can save a penny, they’ll take your kind advice, up and leave with a view to further looking around for the best deal. There’s a few things that can be done to prevent such experiences occuring. The challenge, or opportunity (depending how you view it) this presents is keeping the customer interested exclusively in your offer. Do you give up sizing information on the customer’s first store visit? Bad move, if so. The next time you’ll see them they’ll be dragging a bike box through your door with the expectation that you’ll set it up for cheaper than the difference it cost them to order online, rather than buy in store. If you have an inkling that a customer may be extracting your knowledge with no intention to buy, what methods have you in place to prevent your business being used as a stepping stone? Spotting genuine customers among the timewasters is a trick of the trade. Try “are you looking to buy today” and with a bit of luck it’ll be clear whether or not to size ‘em up. It’s not foolproof, but it won’t hurt to ask. What exactly about ‘brand you’ adds value to each sale? Be it service, back up support, or something more material, do you have a game plan to tip that ‘umming and erring’ customer over the edge and to ultimately secure a deposit, or make a sale? Impulse purchases are something a lot of firms are attempting to spur with clever point of sale material. Branding does sell product. Take that company with a fruity logo. It so much as mentions a product and there’s a queue forming on Oxford Street. For stores with plenty of local competition, such a reputation can assist in weathering the storms in which competition will come and go. Mark.Sutton@intentmedia.co.uk



Scott Summerhayes, owner of Bristol’s premier 20-inch specialist, talks to BikeBiz about building his business...



Cratoni links with Hotlines, Quarq becomes part of SRAM’s portfolio and Willier debuts the Zero 7 on UK shores



BikeBiz discusses supplier integration, workshop modules and more in this guide to the market.


Crucial BMX

Crucial to the scene Telephone: 0117 3079096 Email: info@crucialbmxshop.com Website: crucialbmxshop.com

Address: Unit 1, Sheene Court, Sheene Road, Bedminster, Bristol BS3 4EG

Having developed the South-West’s largest BMX shop in under five years, Crucial owner Scott Summerhayes tells Mark Sutton why supporting the local scene has been important to his firm’s growth… Can you tell us a bit about your business background and how Crucial began? CrucialBMX began back in 2006 when I finished my second year at college, I was riding BMX as much as I possibly could while working parttime in a local computer store. This helped me gain a great deal of knowledge on running a shop, and also taught me things like website design and computer programming. I actually went to college to become an architect, but I saw a niche in the market for a 100 per cent rider owned and run BMX store in the SouthWest. Now I might not ever be as wealthy as had I stuck it out with architecture, but nothing beats the feeling of waking up each morning with a massive smile excited as to what your days going to bring, regardless of money. You're part of the 'Rider Run Stores' collective – tell us a bit about why you're involved: Rider Owned Stores are getting together to trying to raise awareness of how important we are to the surrounding scenes. Large mail-order companies will be the death of our beloved sport, making it un-cool and taking us back to the desperate times of the early nineties. You sponsor local talent and events. Does this channel energy back into the business? We have a great line-up of ten team riders. Most of them are local to the shop, which helps to promote us within the South-West. However, with our new website we are hoping to branch out a little more so we have just picked up two more riders from the North. All


the riders are young and up-and-coming. We don't sponsor riders that already have companies backing them as I see it as they have already made it. Event-wise we hold at least five jams a year here at the shop, dubbed 'CrucialBMX Back Yard Jams', where we actually create a skate park in our car park. The jams are totally free, open to everyone from families to professional riders. We often have a BBQ going and give away a ton of prizes. Ask anyone who has been to one, they're always a blast. This is our way of giving back to the local community who have supported the store from day one. You're diversifying the business with Crucial Scooters. What other trends are emerging that you are getting involved with? As far as diversifying the business with trends – that won't happen. We are a 100 per cent BMX shop. As far as the scooters go, it all just happened, but boy are we glad it did. About two years ago we were in a tiny single window fronted shop. The BMX wasn't anywhere near as booming as it is now due to us not being anywhere near as established and we kept getting asked for push along scooters. Thinking nothing of it we got in a few 'JD Bugs'. At the same time as the scooter trend was kicking off we were also talking about moving to larger premises for more space. Scooters helped out massively with our finances with moving. Our scooter section has not grown at all, but we now have over 120 BMX bikes on display, one of the biggest Cytech Three trained workshops in the southwest, over 40 frames on the wall, a chill out area, large shoe display and so on.

Summerhayes believes that “if the local BMX scene remains strong, then so will business”

How big do you foresee BMX becoming in future given the ups and downs of the past? BMX has seen some big up and downs throughout the last decade, but at the moment I cannot see it taking a dive anytime soon. In my eyes it is still growing almost daily. There is too much money in BMX now, with the council building awesome concrete skate parks in most cities, the media thriving off it, massive companies like Relentless sponsoring noncontest riding riders, and whatever else. If BMX was to take a serious dive it would take a lot of large companies with it, myself included, left with a lot of debt. The only reason I could see the 'death' of our sport would be from the massive price increases we have seen over the last couple of years. How can 14-year-old Billy afford a decent pair of bars when they cost £70? The shop attends events such as NASS – how far does this go toward raising your profile? Doing large events like NASS Festival are great for raising the shop’s profile. People from all around the country come to these events, which helps promote the store. Promotion is always difficult with the amount of different mediums available today. Extreme sports events are perfect for our target audience. Not only do we go to events that involve BMX, like NASS, but we also go to events outside the BMX community. A great example is VolksFest, a VW and VAG enthusiast weekend festival. We will be going along with our five foot mini-ramp promoting the shop and doing demos and competitions throughout the day. BIKEBIZ.COM





shopper Cycle computers can do all but pedal for you these days. Jonathon Harker takes a look at the increasingly wide range of products available in the sector...



THE ACCESSORY focused Biologic brand has released an iPhone app – Bike Brain – and a range of product to work alongside it. The app itself offers GPS mapping, plus measurement of speed, distance, elapsed time and ten other functions. More relevant to bike retailers is the line of associated accessories – the ReeCharge Case for iPhone, which protects the iPhone while still allowing full access to the touch screen, mounting onto most bikes with a stem or railing up to 40mm in diameter. Uber clever Cipher Cycling Gloves have a 3M conductive fabric on the forefinger and

COYOTE SPORTS offers comprehensive ranges of cycle computers from both the Ventura and Union brands. The portfolio comprises of four, five, eight and tenfunction wired and one nine-function wireless versions.

Chicken Cyclekit CHICKEN CYCLEKIT is the exclusive UK distributor for the Velomann range of wireless computers – all featuring an impressive three year warranty. Starting at SRP £24.99 for the entry level seven-function computer, eight models placed at a range of price points

Madison THE BLACKBURN Atom 4.0 is a compact cycle computer with a twoline display and 12-functions, promising to be easy to set up and use with the essential features for any ride. Those features include current, average and max speed odomoter, trip odometer, 12/24 hour clock, ride time, auto start/stop and much more. The Atom 4.0


thumb to enable use of the iPhone touch screen. Biologic also offers a Dynamo Kit to keep the iPhone charged while on two wheels. 01845 521700

lead up to the 31function £149.99 unit. The whole range benefits from large screen displays, easy toolfree fitment and a strong dealer margin, says Chicken. A display stand is available to retailers with opening orders of £300 or more, and is backed with a comprehensive range of spares. 01525 381347

comes with a lifetime warranty and bar/stem mount. Madison also brings Garmin to the cycle trade, including the Garmin 800 – an all-purpose cycling computer combining data acquisition with greatly enhanced navigational capabilities. Lighter, sleeker, compatible with a wide range of maps and a highly sensitive GPS receiver, this all-singing, alldancing package combines looks with functionality. 0870 034 7226

Both the Venture and Union cycle computer ranges offer riders the usual essential functions and are supplied with batteries and fittings in suitable aftermarket packaging. Find out more by contacting Coyote Sports directly on 0161 727 850.

Fisher Outdoor THE SMART Digital wireless computer aims to eliminate external interference and offers nine-functions. They include speed, speed comparison, ride time, trip distance, maximum speed, clock, temperature and a dual odometer that can cleverly be set up for two different wheel sizes. The LCD screen shows up to five pieces of info at any one time and fits handlebars from 25-31.8mm, with a competitive RRP of £30.49. www.fisherb2b.com

Hotlines THE CM2.2 Computer displays three lines of text and features a two-bike memory with 12-functions for £21.99. The wireless CM4.2 (which retails at £34.99) is the next step in the series, with three lines of text, a multibike memory and 12functions. Also from Hotlines, the Ciclo Navic 50 (SRP £129.99) is a GPS data logger with bike and navigation features. The diminuitive device is

equipped with all standard bike functions and includes GPS modules which allow the user to create tours and follow them. The HAC 4000 Blackline (£99.99 SRP) is a wireless heart rate altimeter and performance computer that can be used by athletes from a range of sectors. Finally, the HAC £239.99 is a wireless multi-functional computer with a significantly longer battery life compared with the previous model. Created after 30 years of cycle computer engineering, the innovative device has a huge range of features. 0131 319 1444



Memory Map


MEMORY MAP’S ready-to-use 2.8-inch touchscreen GPS is weatherproof, rugged and lightweight. Including full Great Britain 1:50,000 Ordnance Survey maps, which the user can negotiate through ultra-fast dynamic map scrolling, pinpointed with a high sensitivity GPS receiver. The package includes Memory-Map PC software for route planning and map printing plus free access to TrailZilla.com to share adventurers online. The units are available via Dalesman and Madison. For further details head to www.memory-map.co.uk

THE VDO range includes the A4+ that recently won best buy in Cycling Plus, and the Z1DW Cadence offering a great margin and coming in ten pounds cheaper than comparable models from other brands, according to Paligap. The full VDO range consists of 18 units which range from the A4 and A4+ to the Z3 PC Link heart rate monitor and altimeter (wireless). The VDO A4+ has an SRP of £25.00, while the VDO X1DW plus Cadence Kit has a £60 SRP. It can be set for two bikes and features digital wireless transmission, double wireless for speed and cadence. 01454 313116

Moore Large NERD NINE and 12-function computers from quirky Australian brand Knog are simple to fit and feature a wireless transmitter with a silicone strap casing and only the wheel magnet requiring any screwdriver action. The five function is new for 2011 and comes in five colours: blue, pink and old classics red, white and black. Moore Large also offers ETC computers at the value end of the market – with automatic start/stop and prices starting at £10.99. The firm also stocks a comprehensive range of Sigma

Sigma Sport SIGMA’S BC2209 TARGA, presented at Eurobike last year, is specifically aimed at the demands of mountain bikers. The matt-finished high-end model’s side sections slightly protrude above the screen to protect it from harsh off-road conditions. The robust model covers altitude to target time and more, on a large and clearly

Windwave BBB CYCLING computers offer a full range of easyto-read, easy-to-operate and easy-to-install cycling computers. The very slim BBB MicroBoard computer – available with eight or 13 functions and wired or wireless – is now available in a 13-


Union Computers

computers and heart rate monitors – the new 2011 range is in stock now. Contact the firm for more details. sales@moorelarge.co.uk

structured four-line display to enhance readability. All tour data can be transferred by an optional docking station or manually from the PC compatible bike computer to a home computer to be analysed with Sigma’s own Data Centre 2 analysis software. It is supplied without a cadene transmitter – a non-essential for offroad use – but it is optionally available. www.sigmasport.com

function wireless Team edition. Equipped with a big and easy-to-read threeline LCD display that has 3D dot technology, the MicroBoard has a water-resistant casing and can be easily operated be a single button. A clever auto start/stop function with sleep mode after 48 hours save battery power. It retails at £46.95. 02392 521912

UNION 5N computer is one of a range of 16 computers offering a full two-year warranty. Easy-to-fit, the computer has a number of colour options on exclusive casings. It features basic functions such as current speed, trip distance, total distance, scan mode and 12 hour clock. The Union 9WN cordless offering measures current speed, average speed, maximum speed, riding time, trip distance, total distance, day distance, speed pacer, 12/24 hour clock plus auto on/off. The Union range of computers is available through Reece Cycles and The

Zyro IDEAL FOR all levels of cyclist to plan and measure performance and training progress, Bryton records rides, enabling cyclists to view and share online. With planning tools and a site to help monitor training progress the Rider 35 SRP – base unit SRP is £139.99. With heart rate monitor and cadence sensor included that rises to £209.99. Zyro also carries CatEye to the trade, including the all-new Q-series of mutisport wrist mounted heart rate

Walkers SERFAS OFFERS four models starting at SRP £19.99. Two of the models are wired, the other two wireless. All have very attractive margins, says Walkers, and all backed up as with all Serfas gear with a lifetime warranty.

Cycle Division. Reece: 0121 622 0180 Cycle Division: 0845 0508 500

monitors. This makes it ideal for triathlon and similar events. Heart rate can be monitored off the bike while swimming, running, kayaking, etc, then all the usual cycle computer functions used and recorded while on the bike. Q3 A has an additional built-in Altimeter. Using 2.4 ghz digital tech the computer receives speed and cadence data from the single ISCTec transmitter located at the bottom bracket. Data is stored then downloadable to PC via a USB dongle, sold separately. For more details contact Zyro directly. 01845 521700 The Serfas ‘Double wireless’ Computer has 15-functions, including current cadence, average cadence, current speed, odometer, auto trip timer, programmable repair indicator and much more. The unit is multi-language capable and comes with a handlebar and stem mount, retailing at £49.99. 01162 833885



New gear

Distribution deals and takeovers aplenty this month, meaning lots of fresh goods will be landing on UK shores in the coming months. Here’s a selection...

Cratoni helmets Hotlines 0131 319 1444

Northwave Leopard Trek Evolution Shoe I-ride, 01323 445155

Giro Selector helmet Madison 0208 385 3385

HOTLINES has taken stock of the Cratoni helmet line for which it has become the UK distributor. Highlight models of the 2011 line include the 175g C-Bolt road helmet and Titan All Mountain helmet with extended coverage at the rear of the head, as well as plenty of models suited for kids. The German protective gear brand has been absent from the UK for a while now. However, Will Longden of Hotlines tells BikeBiz: "The range caters for all cycling disciplines and age groups, from some of the best looking and fitting kids helmets I’ve seen, to one of the lightest road helmets on the market."

NORTHWAVE have designed a special limited edition version of their range topping Evolution shoe in livery as used by the Leopard-Trek Pro team. Presented in the team colours along with the Leopard Trek logo, the limited model lands with I-ride early this July to correspond with the team's Tour de France campaign launch. At £204.25, the limited version retails for not a penny more than the standard Evolution and features the same keen detailing. The sole has a three-layer carbon construction with a 'Wood Lasting' in sole.

GIRO’S NEW high-end time trial helmet, the Selector, allows an individual to customise the helmet to optimise aerodynamics when in their individual riding position. The Selector comes equipped with two aerodynamic lowers. A tall 45mm lower and a short lower, which is 10mm. Ideally, the tail of the helmet should sit as close to the rider’s back as possible in order to reduce drag. By providing lowers with different heights, the rider can select the lower that minimises the gap between the tail and their back, improving their ability to slice through the wind.

Quarq Cyclepowermeters 01788 556860

Tri-speed cruiser Mission Cycles 01622 815 678

Willier Zero 7 ATB Sales 01424 753566

THE SRAM group has acquired German powermeters and measurement device brand Quarq. Quarq manufactures powermeters compatible with cranksets from Truvativ, Specialized, SRAM, Bontrager, Rotor, Cannondle and many others, though it is recommended dealers cross check compatibility with a customer's build when an order is placed. SRAM CEO Stan Day explains: “Quarq’s growth has been impressive and its technology and product base are strong. Power measurement represents a rapidly growing segment of the market and we are very content to have partnered with a leading brand.”

MISSION CYCLES has taken stock of two new leisure tricycles – the Trike 501 and Trike 101. Both boast a chainless design, with dual joysticks controlling the steering, while the low to the ground chassis provides both safety and precise handling. Both have an adjustable robust frame that makes each suitable and comfortable for a variety of shapes and sizes. The 101 is best suited to ages five and upwards and the rider will be no more than 10 inches from the ground, while the 501 is slightly larger and suited to kids aged nine and onwards.

BRINGING with it a new bottom bracket standard, Willier's Zero 7 has been in the pipeline for some time while the engineers thrashed out how to achieve maximum rigidity from both the frame and crankset. Adopting a press fit system rather than fixed bearings, the frame carries a big 46mm opening thanks to a polymer shell. This resulted in a wider BB area for which FSA has tailored a special carbon crank with a longer 86.5 mm axle. They call this standard the BB 386. As an added plus, the system can be fitted in any old threaded 68mm BB with the simple use of threaded cups.






Cashing up? Electronic point of sale gets more sophisticated each year. This year, supplier integration is making big waves in the way retailers are able to manage stock and perform previously arduous tasks in half the time. Mark Sutton investigates the market’s progression…

Barclays Business Systems

HTEC SMALLER RETAILERS were recently given a boost from when dealing with HTEC, much thanks to the 'GemPoints' loyalty system. GemPoints is a simple to operate, low-cost loyalty solution with secure smartcard technology that allows retailers to operate a comprehensive loyalty scheme; issuing and redeeming points in the same way large High Street loyalty schemes are run. Jeff Dakin, head of data services at HTEC tells BikeBiz: “Small to mediumsized retailers have always argued that the costs, complexity and security are reasons for not using technology-based

loyalty schemes. GemPoints was created to address these concerns using a simplified approach that dispenses with the need for any back office infrastructure such as IT communications. GemPoints is powered from a standard power socket and is completely self-contained allowing shop owners to operate their entire loyalty scheme.” GemPoints is a modular system that grows with the retailer. Options can be added to interface to any till or back office solution and software can be upgraded. GemPoints will be the first of the Gem Series payment and loyalty solutions, which will launch throughout 2011. 02380 689200

Stormfront AS APPLE’S largest Premium Reseller in the UK, Stormfront also handles LightSpeed, a brand for which its employees have the highest level of training certification possible. For retailers wanting to maximise their store’s productivity, LightSpeed is a powerful suite of tools

EVOPOS IS A piece of software that is evolving with its customers. With the launch of version 2.02, the firm has added 1,700 improvements on the prior model and all of these are delivered free of charge to existing subscribers. What's more, the latest Microsoft and Crystal Report technology is now part of the package, resulting in more power, faster load speeds and greater reliability. Bundled within the 2.02 software, a free-of-charge customer relationship manager module boosts the package's value for money credentials – most firms charge for such modules.

that use the latest technologies, including mobile retail and e-commerce, to streamline workflows into one, unified solution. Because it runs on a Mac, incorporating Apple’s popular iPhone and iPod devices, the user experience is both intuitive and smart. And for merchants running either a single store, or a chain with multiple locations, it’s an affordable way to save time, sell more, and get organised. LightSpeed itself has two sections, a point of sale interface that focuses front counter staff on selling, and a back office overview for administration, reporting, purchasing, and more.

This CRM package enables the store to manage and track sales prospects, collectively and by salesperson, send unlimited emails and newsletters at no cost, record customer communication and automatically send SMS messages as and when a job is ready, or parts in stock. The accounts system within 2.02 has undergone a revamp too, with the addition of a new Debtors control function, enabling stores to track who owes money. The home screen of the accounts module shows all important information at a glance and the quick reports feature assists in making sense of the figures with ease. Evopos has its own web browser too, meaning the employer is in full control of web sites accessed, favourites and more. 0845 6449424

The firm’s software allows managers to track bike repair jobs, record work, order parts, and bill labour with LightSpeed’s SRO module. Cut through the clutter of stock management with LightSpeed’s inventory tools, including virtual warehouses and color-coding that show you a product’s exact whereabouts at a glance. Furthermore, it’s simple to instantly compile a customer’s backorders history and your own stock orders, or, be notified when products dip to critical levels and need to be re-ordered for suppliers, all automatically. 0800 612 1044




>>> Citrus-Lime CITRUS-LIME has seen significant growth in the Cycle industry and has designed its products to address the specific needs of bicycle retailers and workshops. Andrew Thomas of Citrus-Lime tells BikeBiz: "We remain the only multichannel retail company which focuses on this vertical and our dedication to this space is reflected by our focus on developing solutions for this market, with a large portion of our profits continuing to fund research and development." Having recently recruited from the cycle industry, the firm is striving to best understand the issues of the trade, as well as providing responsive customer support that is structured to resolve issues promptly. Supplier integration has become an incredibly important part of the firm’s software. Now on version two, CitrusLime’s system is built around Microsoft’s v2.0, which is an established and versatile multi-site platform designed to minimise administration jobs. Stock management and ecommerce work hand-in-hand with this module. With the ability to import accurate product data into RMS, run stock and pricing checks throughout your business and display stock availability direct from suppliers, feedback already

suggests this to be an invaluable timesaving tool for cycle retailers. The Citrus-Lime ‘Bike Workshop Module’ is built around a user-friendly drag and drop ‘Outlook’ Style calendar. A workshop can efficiently schedule, track and report on concurrent jobs assigned to multiple technicians for greater control over the scheduling and workload of the workshop staff. Further to this, customer data can be stored, with service schedules easily created to generate repeat custom. 01229 588628

Cybertill CYBERTILL’S key offering for the cycle market is a web-based EPoS accessible from anywhere with an internet connection. This delivers many advantages over traditional cycle EPoS systems, including real-time access to sales data from any location and seamlessly integrating EPoS and ecommerce so stores only sell what they stock. All software updates are free, too. The firm’s EPoS has a host of ‘modules’ designed specifically for cycle retailers including workshop module for repairs, services and builds, images and

detailed technical descriptions at pointof-sale, as well as sales transactions recorded against customer accounts. Adding a point-of-sale unit is as simple as plugging an internet cable into the till. For multiples, adding new stores is just as straightforward. All points of sale point to the same stock and client databases, so all records are visible from any location. And, when retailers want to sell online or through mail order, Cybertill can easily add these functionalities. It is flexible enough to link to an existing e-commerce site, or Cybertill have the capability to build new sites. 07836 550764

Ascend ASCEND’S BIKE shop specific EPoS system can be found in 700 shops worldwide, each a Trek dealer, for which the program is tailored. Now in its third year and having surpassed 75 UK outlets, the Ascend team has grown and now has plenty of staff to handle dayto-day support and queries. Matt Pickersgill, one such assistant from Ascend tells BikeBiz: “Our primary objective is to help our customers improve their businesses and drive them forward. The single biggest reason that Trek dealers partner with us is because we have a vested interest in ensuring they get the very best from their system – their success is our success. That governs our approach to all areas of the business – software, pricing, installation, training, continued support and on-going development. A prime example of this would be the recent release of Ascend Analytics, our new online bike shop specific KPI reporting tool.” This web-based analytics module is accessible from anywhere with a web connection and includes the ability to


compare current performance against both a budget and the prior year, all presented to the user in an easy-to-use user-friendly graphical format. Additional tools include cash flow projection and highly customisable analysis tools.

Supplier integration has also stepped up a notch, with the version two update to Ascend’s software. Linking with ‘all key UK suppliers’, the Ascend system has strong, real-time stock updating abilities. 01908 360151





Mail to: Saxon House, 6A St. Andrews Street, Hertford, Hertfordshire SG14 1JA

Email: Jonathon.Harker@ intentmedia.co.uk


BikeBiz is keen to publish your opinions, whether they’re from letters, emails or via BikeBiz.com...


IT WOULD be interesting to hear exactly why so many guys are anti-throttle when it comes to e-bikes. Is it only that it makes the bikes a little like mopeds? If so, then surely this is a simple matter of prejudice rather than a real concern. As I’ve mentioned in posts on the BikeBiz Forum, throttles are already legal all over Europe when the pedals are simply turning, not driving the bike. All I am suggesting is it would be more sensible for all if they were made legal to avoid misinterpretation. Electric bikes are not for the purist cyclist, we all appreciate that. However, we have many older customers who used to be cycle purists until they simply could not ride up hills anymore. Rather than lose the ability to cycle altogether they choose to buy an electrically assisted bicycle. Is this a bad thing? It absolutely amazes me that some people and organisations seem not to want to make cycling available to as many as possible. Electric bikes do not affect the purist market – they simply open cycling to millions of new customers, getting them out of their cars and onto two wheels making our roads safer, less congested and less polluted. If the use of a throttle means we convert more car miles into bicycle miles...why knock it? David Miall, Director of Wisper and founder member of the British Electric Bicycle Association (BEBA)

Full throttle

Join the e-bike debate on the BikeBiz Forum: www.bikebiz.com/forum

Why the resistance to throttles on electric bikes? Wisper director David Miall poses the question...

Star Letter Whether it’s a hand-written, sent-through-the-post letter, email or a comment made on the BikeBiz forum, the best letter of the month wins a prize from Oxford Products. This month the lucky winner will receive The Oxford Magum. The Oxford Magum is approved to Sold Secure Gold Standard, comes in two sizes (both with 16mm hardened steel shackle and robust carry brackets) and retails from £49.99.



2pure 0844 811 2001 www.2pure.co.uk

Eurobike Ltd 01332 774796 www.eurobike.uk.com



Otagocyclesport 07939 543016 www.otagocyclesport. co.uk

Seventies 0845 3103670 www.seventies.co.uk DISTRIBUTOR


Abacus Online Ltd 0151 334 8303 www.abacusonline.net EPOS

Ascend Retail Management System 01908 280667 www.ascendrms.com EPOS

Fat Spanner 07966401165 www.fatspannerworld. com

Pacific Cycles Inc +886 34861231 www.pacific-cycles.com



Fisher Outdoor Leisure 01727 798345 www.fisheroutdoor.co.uk

Paligap Ltd 01454 313116 www.paligapltd.co.uk


Hotlines Europe Ltd 0131 3191444 www.hotlines-uk.com DISTRIBUTOR

Cube Bikes Uk Ltd www.cube.eu 0031 180441350 DISTRIBUTOR

Custom Sports Clothing Ltd 07580 495881 www.customsports clothing.com MANUFACTURER/DISTRIBUTOR

Cybertill Ltd 0800 0304432 www.cybertill.co.uk EPOS

Cycle Division Ltd 0845 0508500 www.thecycledivision. com WHOLESALER/DISTRIBUTOR

The Cycle Show 0207 2886733 www.cycleshow.co.uk EVENT/EXHIBITION ORGANISER

Digital Retail Solutions Inc 001 8003229471 www.digitalretailer.com EPOS

Hykeham Wholesale Limited 01522 801550 www.hykehamwholesale. co.uk DISTRIBUTOR/WHOLESALER

Jungle Products Ltd 01423 780088 www.jungleproducts.co.uk www.santacruzbikes.co.uk DISTRIBUTOR

Lyon Equipment 01539 625493 www.lyon.co.uk DISTRIBUTOR

Monterey Industries Ltd 0117 9509499 www.masibikes.com www.brevm.com DISTRIBUTOR/MANUFACTURER

Mojo suspension Hoodoo ltd 01633 615815 www.mojo.co.uk DISTRIBUTOR

Moore Large and Co Ltd 01332 274252 www.moorelarge.co.uk DISTRIBUTOR


SKS +49 2333831246 www.sks-germany.com MANUFACTURER


Parklife (Havant) Ltd 02392 475895

Sonic Cycles 0207 2432848 www.soniccycles.co.uk/b2b



Pashley Cycles 01789 292263 www.pashley.co.uk

Sport Direct Ltd 0845 2693060 www.sport-direct.co.uk



Peter Dobbs Design and Print Services 01482 224007

Stormfront Technology Ltd 0800 6121044 www.stormfront.co.uk




Bohle UK Ltd 01952 602680 www.schwalbe.co.uk

Silverfish UK Ltd 01752 843882 www.silverfish-uk.com

Qoroz 01453 889204 www.qoroz.co.uk MANUFACTURER

Raleigh UK Ltd 01773 532600 www.raleigh.co.uk www.cyclelife.com DISTRIBUTOR

Red Cloud MC 01767 692831 www.redcloudmc.com MARKETING, PR & EVENTS

Reece Cycles PLC 0121 6220180 www.reececycles.co.uk

Trek Bicycle Corporation 01908 282626 MANUFACTURER

USE Ltd 01798 344477 www.exposurelights.com www.use1.com MANUFACTURER/DISTRIBUTOR

Vigour Corporation 0092 524269920 www.vigourcorporation.com MANUFACTURER/EXPORTER

Walkers Cycle Components Ltd 0116 2833885 www.walkerscycles.co.uk WHOLESALER/DISTRIBUTOR


Saddleback Ltd 01454 285285 www.saddleback.co.uk

Zyro Ltd 01845 521700 www.zyro.co.uk DISTRIBUTOR


To order copies of BikeBiz Bible or ensure inclusion in the 2011 edition please contact Gemma.Messina@intentmedia.co.uk

EDITORIAL PLANNER | EVENTS Editorial Planner | July 2011



 BMX: Bikes, Protective Clothing, Grips and Accessories  P&A: Forks, Gears, Brakes and Chains  CYCLE LUGGAGE: Panniers, Cases and Bags

YORK CYCLE SHOW 2011 Saturday June 25th – 26th The Racecourse, York

www.yorkcycleshow.co.uk June 2011 Editorial Deadline: June 3rd

Advertising Deadline: June 8th

To advertise call Carly Bailey on +44 (0) 1992 535647, or email her at carly.bailey@intentmedia.co.uk For editorial contact Jonathon Harker on +44 (0) 1992 535646, or email him at jonathon.harker@intentmedia.co.uk

AUGUST 2011  Bicycle Lighting and Reflective Clothing  Mountain Biking: Bikes, Protective Clothing and Accessories Editorial Deadline: July 8th Advertising Deadline: July 13th

SEPTEMBER 2011  Children: Bikes, P&A  Clothing and Accessories Editorial Deadline: Aug 5th Advertising Deadline: Aug 10th

OCTOBER 2011  Road Cycling: Bikes, Gear and Accessories  Cycle Show Guide  Guide to the High Street Buyers Editorial Deadline: Sept 2nd Advertising Deadline: Sept 7th

NOVEMBER 2011  Stocking Fillers: Gifts under £20  Trailers and Trailer Bikes  Cycle Show Review Editorial Deadline: Oct 7th Advertising Deadline: Oct 12th

DECEMBER 2011  P&A: Wheels, tyres, tubes, pumps  Retail Survey Editorial Deadline: Nov 4th Advertising Deadline: Nov 9th

JANUARY 2012  Workshop: Cleaning and Tools  Workshop: Training  Core Bike Editorial Deadline: TBC Advertising Deadline: TBC


UCI MOUNTAIN BIKE WORLD CUP Saturday June 4th – 5th Fort William, Scotland http://fortwilliam worldcup.co.uk LONDON GREEN FAIR AND BIKE FEST 2011 Saturday June 4th – 5th Regent’s Park, London www.camdengreenfair.org.uk UK HANDMADE AND BOUTIQUE BICYCLE SHOW Saturday June 11th – 12th Paintworks, Bristol www.bespokedbristol.co.uk TGB BIKE WEEK 2011 Saturday June 18th – 26th Nationwide www.bikeweek.org.uk PRESS CAMP 2011 Monday June 20th – 24th Deer Valley, Utah www.presscamp.com YORK CYCLE SHOW 2011 Saturday June 25th – 26th The Racecourse, York www.yorkcycleshow.co.uk

July 2011 BIKE EXPO 2011 Tuesday July 21st – 24th Munich, Germany www.bike-expo.com

DEALER CAMP 2011 Monday July 26th Deer Valley, Utah www.dealercamp.com

August 2011 AUSBIKE 2011 Thursday August 20th – 22nd Exhibition Pavillion, Melbourne Showgrounds www.ausbike.com.au EUROBIKE DEMO DAY Tuesday August 30th Argenbuhl, Germany www.eurobike-show.de

September 2011 EUROBIKE 2011 Wednesday Sept 31st to 3rd, Friedrichshafen, Germany www.eurobike-show.de INTERBIKE 2011 Monday September 12th to Friday September 16th, Las Vegas, USA www.interbike.com BIKEBIZ AWARDS 2011 Wednesday September 28th, Hilton Metropole, NEC, Birmingham www.bikebiz.com CYCLE SHOW 2011 Thursday September 29th to Sunday October 2nd, NEC Birmingham, UK www.cycleshow.co.uk

For more cycle trade dates: www.bikebiz.com/events

For additional copies please contact: Gemma.Messina@intentmedia.co.uk BIKEBIZ.COM



The BikeBiz Marketplace offers a complete marketing package of print, online and editorial visibility, allowing companies the opportunity to maintain contact with readers each month without the associated cost of full display advertising.


Its associated online version, has been designed to offer readers a directory of all products and services in the bike trade.

A quarter page advert in each issue Regular editorial coverage in the dedicated column Company details listed in the online directory with web link Company details listed in the BikeBiz Marketplace Contacts Marketplace

To get your company featured here contact:

Your presence in this section ensures that your company’s details are easily found, keeping you one step ahead of your competitors.

Carly Bailey on 01992 535647 or carly.bailey@intentmedia.co.uk

£175 (minimum

six months)


MARKETPLACE CONTACTS BIKES & ACCESSORIES Madison Paligap Seventies The Cycle Division Kinesis Bikes Upgrade Bikes

01908 326 000 01454 313 116 0845 310 3670 0845 0508 500 01403 711 611 01403 711 611

www.madisonb2b.co.uk www.paligapltd.co.uk www.seventies.co.uk www.thecycledivision.com www.kinesisbikes.co.uk www.upgradebikes.co.uk


01652 660 000


COMPONENTS Bob Elliot & Co Ltd Pace cycles Ltd USE Ltd

01772 459 887 01723 867 919 01798 344 477

www.bob-elliot.co.uk www.pacecycles.com www.use1.com


01908 374 555


EPOS Citrus Lime Evopos

0845 603 9254 0845 644 9424

www.citrus-retail.com www.evopos.com

LIGHTING Exposure Lights

01798 344 477



01444 243 000


RACKS Pendle Maxx Raxx

01282 699 555 0845 230 3799

www.pendle-bike.co.uk www.maxxraxx.co.uk


0117 972 4730

TRAINING SERVICES Cycle Systems Academy

0207 6082577 www.cycle-systems-academy.co.uk


WATER BOTTLES Botlesport Wildoo Ltd

0845 602 9267 01908 374 555

www.bottlesport.com www.wildoo.co.uk

WEBSITE SERVICES SimpleEshop SiWis Limited

0116 267 5145 01709 511766

www.simpleeshop.com www.siwis.co.uk


Quarter PRataes: ge

MARTIN ROBSON, Pendle Engineering

What are the latest product releases from Pendle? We have been concentrating on our bike storage offerings. We updated our Hang Up Holder into a range of three holders to suit different budgets to fasten to a garage/shed/house wall and allow the bike to be held up vertically by the front wheel. We made the most of our tube laser cutter to create a snap-together design that ships in a small box and assembles in seconds. We also added a new ceiling hook that can be fitted to a ceiling rather than a wall. Whilst these designs are more expensive than the old DIY store threaded hook we feel they offer a purpose-made solution with their wide, soft coated hooks that is intended only for bike storage at a price that is still very reasonable. Are there any established best selling products from the Pendle brand? Our Wheel Support racks have always sold well as the ultimate top-of-the-range option for buyers who don’t want to compromise on getting a solid reliable fitting to a towbar whilst offering a good secure and friendly fit to a wide range of bike types and sizes. At the other end of the scale our Strap On Rack always sells well because of its many good reviews and recommendations over time. You also produce laptop and iPad stands – how did that side of the business come into being? That was born out of an idea I had for an iPad stand that I wanted for myself. We do a large amount of sub contract manufacturing

T: 01282 699555 W: www.pendle-bike.co.uk E: info@pendle-bike.co.uk

for a lot of other companies in industries such as office furniture, so our production capacity is much bigger than only bike racks. As we had the ability to make them and experience of selling to the public through the bike racks we decided to have a go at selling stands as well. Obviously there is a massive market for these products due to the popularity of the iPad and other tablets. How’s business generally? Very good. Hopefully cycling will keep growing in popularity and then more and more people will want to transport or store their bikes. What’s next for Pendle? We have a new version of our tripod stand for light duty, quick maintenance coming soon. This is another design that has been improved through use of the tube laser. We also have a major new rack development on the way later this year...







































To get your company featured here contact:

Carly Bailey on

01992 535647 or carly.bailey@intentmedia.co.uk BIKEBIZ.COM




David Gaule, Retail Support and Customer Liaison, Citrus-Lime

Let’s get statistical 2011 S D R A AW

What bikes do you own? At the moment I have two; an old Wethepeople Addict and a Genesis Alpitude. I have just sold my Limited Edition 2009 Commencal Supreme as I can’t seem to find the time to ride DH anymore. I also have a JYKK Snowscoot One, which is essentially a BMX on a snowboard – it’s a lot of fun! What is the biggest rush achievable on a bike? Flow. Whilst at university I did my dissertation on Mihaly Csikszentmihalyi’s theory of ‘flow’. This occurs when a person’s skill level is matched by the challenge at hand – so the task is not so hard that it’s daunting but conversely, not so easy that it becomes boring. When I’m riding my MTB I don’t have a perverted love of gruelling climbs, so for me, flow happens when I’m pinning a rapid descent with plenty of loose turns, berms, drops and jumps. What’s your background in the trade? I started in the outdoor industry working for a local shop called CIT Camping whilst at school. At college I worked at Snow+Rock and as a climbing instructor at Craggy Island. I then went to university in Ambleside in the Lake District and worked at Cotswold Outdoor and Gaynor Sports. I developed a passion for the industry while at Biketreks in Ambleside. I also used my time in the Lakes to complete my SMBLA Trail Cycle Leader training. After uni I joined Madison as internal sales assistant. This was another great opportunity where I could sink my teeth into the industry. I then moved to Decathlon in Stockport before working for Royles in Cheshire, taking part in its growing ecommerce business. Two years on, I’ve just started at Citrus-Lime and I’m looking forward to making sure clients are getting the most from our powerful modules by making cycle retail easier and generating more revenue.

13 The number of prizes up for grabs in the 2011 BikeBiz Awards, taking place this year at the Hilton Metropole, NEC, Birmingham. Find out more in our feature on page 17.

One in ten The proportion of children unable to ride a bike, according to mini-triathlon sponsor Tata Steel. The survey also revealed that more children own a video games console than a bicycle.

What is Citrus-Lime’s current focus with cycle retailers? Since Core we have seen a strong focus on our Supplier Integration Module, with the release of version 2.0 and a dedicated SIM Microsite for regular updates, expanded features and video content of SIM in use. Retailers responded strongly, and several new suppliers are looking to come on board. For more information contact: andrew@citruslime.com. The next big release for Citrus-Lime will be our new Marketing Module. More details on that soon. How can retailers get in contact? Both retailers and suppliers interested in becoming part of our Supplier Integration Module, can contact CitrusLime on 0845 603 9254, or email: info@citruslime.com. For more information visit www.citrus-retail.com or check out our new SIM Microsite at: http://sim.citrus-retail.com.




508 million Garmin’s latest revenue total rose from $431 million to $508 million – an 18 per cent like-for-like rise.

Most popular stories on

BikeBiz.com Our biggest 15 stories online in April 1. Internet Entrepreneur creates road bikes with rings instead of stays http://www.bikebiz.com/news/read/internetentrepreneur-creates-road-bike-with-rings-instead-of-st 2. Government to give time to causing death by dangerous cycling bill http://www.bikebiz.com/news/read/government-togive-time-to-causing-death-by-dangerous-cycling-bi 3. Audi to sell wood framed bicycles http://www.bikebiz.com/news/read/audi-to-sell-woodframed-bicycle 4. Britain's potholes to be speed filled by AA patrols http://www.bikebiz.com/news/read/britain-s-potholesto-be-speed-filled-by-aa-patrols

18 years The length of time Race Face was in business before it went into receivership on March 12th 2011. Happily the brand reopened for business on May 9th with former VP of sales Chris Tutton at the helm.

5. Sustrans CEO knocked from his bike http://www.bikebiz.com/news/read/sustrans-ceoknocked-from-his-bike 6. Industry throws its weight behind the 29er http://www.bikebiz.com/news/read/industry-throwsweight-behind-the-29er

3 points On-the-spot fines were proposed for dangerous drivers in May, with three points on the license and an immediate fine of at least £80 for those caught driving ‘carelessly’.

7. Culled quango chief summoned to impossible meeting http://www.bikebiz.com/news/read/culled-quangochief-summoned-to-impossible-meeting 8. AA to distribute free bicycle helmets in London http://www.bikebiz.com/news/read/aa-to-distributefree-bicycle-helmets-in-london 9. Giro reveals Aeon helmet http://www.bikebiz.com/news/read/giro-reveals-aeonhelmet 10. Transport Minister defends helmet-free cycling on Radio 4 http://www.bikebiz.com/news/read/transport-ministerbaker-defends-helmet-free-cycling-on-radio-4 11. New shop capitalises on Euro cycling chic http://www.bikebiz.com/news/read/new-shopcapitalises-on-euro-urban-cycle-chic 12. New sit-up-and-beg bike brand launches http://www.bikebiz.com/news/read/new-sit-up-andbeg-bike-brand-launches 13. A guided tour of Bikelab http://www.bikebiz.com/news/read/interview-aguided-tour-of-bikelab

£30m The cost of Olympic legacy regeneration ‘sports village’ Orford Park. Based in Warrington, sports retailer Decathlon has confirmed it will invest in the sports park with a new store, creating 50 new jobs.


14. Friday's Independent cover: “save our cyclists” http://www.bikebiz.com/news/read/friday-s-indiecover-save-our-cyclists 15. Trek Bicycles opens first store http://www.bikebiz.com/news/read/trek-bicyclesopens-first-store




k c a r T

Send your pictures to mark.sutton@intentmedia.co.uk

• cycle pair wed in the saddle

In this lycra I thee wed...

Brompton riders in training REGISTRATION HAS now opened for the sixth Brompton World Championship, taking place in Blenheim Palace Oxfordshire on August 21st. To celebrate the launch a Brompton-only ride took place mid-May in Central

THE ROYAL Wedding may have overshadowed the national headlines, but marriage isn’t all about a fancy do in the city, as proven by cycle nuts Rick Millin and Jo Louden, The pair joined in union in front of a not inconsiderable 5,000 guests at 6am at the start of the IMG Challenger World event Macmilllan Cancer Support Etape Caledonia, Pitlochry. Rick and Jo are the first couple to be wed at the event. Louden said: “We both wanted a fairly low key wedding and we’re ultra competitive when it comes to cycling so, taking into account we got engaged on the way up to Etape Caledonia last year, we thought: why not?!” The now wedded couple ditched the wedding list in favour of a Just Giving fundraising page for Macmillan instead, which you can find here: http://www.justgiving.com/millin

London. Over 100 riders took part in the ride. The British brand also released a promotional teaser video on YouTube, pics of which you can see here. For more details head on over to: www.brompton.co.uk/bwc

Guess who’s coming to dinner? OK, IT DOESN'T take a lot of fancy guess work to work out who will be joining you for supper when the place names have been laid out on the tables. But it’s not everyday that you get to sit next to the likes of seven times Milan-San Remo winner Eddy Merckx and Italian cycle legend Italo Ziloli.


The two came together at the inaugural Rouleur Supper Club – along with around 100 lucky Rouleur readers. The club met for a swanky lunch to launch the publisher’s Maglia Rosa book, with Phil Liggett presiding over the event. Find out more at: http://tinyurl.com/5soa6cl



• cycle stars come round for supper • dickson to join almond’s challenge BikeBiz wishes the happy couple all the best, but can’t help but feel a tandem would have been the optimum cycle choice

Rocky road CYCLE PR agency Red Cloud’s own Mark Almond is boldly tackling the TransRockies this August. To find a willing companion for the testing ride Red Cloud worked with What Mountain Bike to whittle down dozens of volunteers to a final five, who were then tested during an XC ride. MTB legend Steve Peat and National XC champ Jenny Copnall also took part in the trial ride and What MTB editor

Matt Skinner helped judge Gordon Dickson from Lanark in Scotland as the final member of Team What Mountain Bike Red Cloud. The SRAM sponsored team is now embarking on training for the Canadaset event this August, where the team will raise money and awareness for Stay Strong. Head to staystrong.co.uk, www.redcloudmc.com or bikeradar.com for more details. Xx

PIC © Future Publishing

quote unquote “TODAY, our team-mate and friend Wouter Weylandt passed away after a crash on the third stage of the Giro d'Italia. “The team is left in a state of shock and sadness and we send all our thoughts and deepest condolences to the family and friends of Wouter. “This is a difficult day for cycling and for our team, and we should all seek support and strength in the people close to us.” Leopard-Trek general manager Brian Nygaard, May 9th “It's a terrible story and a dark day for

the cycling family. I want to give all my condolences to the family of Wouter and all his friends and send a message of encouragement and support to the Leopard team and the whole cycling family.” Alberto Contador, May 9th “Independent framebuilders wear a lot of hats as both craftsman and businessman. “The Framebuilders' Collective understands the limited time that framebuilders have to devote to all of the duties their trade requires of them. The UCI and TFC have developed an

Sponsored by the brands of Moore Large 01332 274252

arrangement that will help streamline and simplify the UCI process for not only the Framebuilders' Collective members, but also for any other bespoke framebuilders that wish to participate through the Framebuilders' Collective portal.” Carl Strong of Strong Frames and chairman of the Framebuilders’ Collective board of directors, May 3rd “It's been eight years of being on the front lines. “I've had to take a lot of abuse. Other times, it's just hard work.” David Hiller, advocacy director for

Cascade Bicycle Club, Seattle resigns his position, May 12th “We’re delighted at the results that we’ve seen from the first year of the pilot – the project has already made significant changes to how young people choose to travel and we know active and sustainable travel has a variety of positive impacts." Nicola Boyle, Sustrans senior project officer for school travel, commenting on the pilot for I Bike in Scotland – delivering intensive pro-cycling educational programme for children, May 13th

For more on these stories, head to www.bikebiz.com BIKEBIZ.COM



TWEET short and


Wondering what the Twitterati have been up to this month? Look no further...

Angry Birds poop on cars Mass motoring has had it day. Mass cycling is around the corner. Carlton Reid argues that Peak Cars is as real as Peak Oil...

“You’ve heard of Peak Oil, now get ready for Peak Cars. Motoring is in decline.”

Last issue I talked about Peak Oil. Some sceptics believe this is little more than a theory. However, shortly after BikeBiz May came out, Fatih Birol, the chief economist of the International Energy Agency, wrote: "We think crude oil production peaked in 2006." Birol's comment is significant. In 2005, the executive director of the IEA said those who predicted Peak Oil were "doomsayers". Peak Oil is becoming an accepted fact of life. Oil will never get cheaper; driving will always go on becoming more expensive. The expense of driving, and the fact being stuck in congestion is so depressing, is leading to something interesting. Something that should be financially fascinating to those in the bike trade, even those wedded to their swish cars and their fancy vans. You've heard of Peak Oil. Get ready for Peak Cars. This is the idea that mass motoring has reached its peak and is now in decline. For the bike trade this is potentially transforming. While car dealers think they're on to a good thing, in fact, they're not. Over the next few years they're going to be fighting over a decreasing number of customers. Bike shops, on the other hand, can look forward to an expanding market, as more and more people discover bicycles. The theory of Peak Cars is from the fertile mind of Phil Goodwin, professor of transport policy at the University of the West of England in Bristol. But it's not his theory alone. Many academics now support Professor Goodwin's position. He will expand more on the idea in a forthcoming book, Automobility in Transition (Routledge), in

which he's just one of the authors, all of whom are roughly saying the days of mass motoring have peaked. Think mass motoring is a given for ever and a day? Be prepared to think again. Transport mode flips are normal. Consider railways. At the beginning of the 20th Century this once dominant form of transport looked like it would expand forever, with motorcars a luxury for the landed gentry, never for oiks. But Peak Trains took place in the 1920s and cities once shaped for railways were, instead, shaped around the use of cars. In the near future cars won't disappear, (trains haven't) but if a transport mode is in decline, even a very small decline, there's less need to create infrastructure for that mode. Transport modes in the ascendency need the infrastructure spend. Between 1992 and 2007, the proportion of 17-to-20-year-olds holding a driving licence fell from 48 to 38 per cent and that of 21-to29-year-olds from 75 to 66 per cent. In London, 'Peak Car' happened in the 1980s. Car-use has been in steady decline ever since, with more use being made of public transport and, of course, bicycles. While many young people are turning their backs on cars, preferring a train or bus commute with Angry Birds on an iPad, others are waking up to the real freedom offered by bicycles. It could take another 50 years to confirm whether cars go the same way as trains, buses and trams, but the decline is measurable and, to academics at least, plain to see.

Best Bike shop in Bath!!! (as in BikeBiz Mystery Shopper) Check it out... @johnsbikes

Subs lad Jamie has left the building in a jittery hurry as his Mrs' waters just broke. He's about to be a dad! @singletrackmag Welcome @Halfords_uk – hope you'll like our tweets :) @EvansCycles Wonder where a certain UK mountain bike magazine got the inspiration for its new look/direction from? Hmmm @mbrmagazine Ordering 2012 Complete Bikes is giving me a huge erection. @JayHHHQ

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Ghost Race 5000 rrp: £1199.99

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The teachers are excellent mechanics and explained things patiently. I really enjoyed myself. It was totally fantastic. It really changed the way I approach bicycle mechanics. I would like to thank Cycle Systems for running such a brilliant course. Em Fitzgerald

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Profile for Intent Media (now Newbay Media Europe)

BikeBiz June 2011 - Issue 65  

For Everyone in the Bike Business

BikeBiz June 2011 - Issue 65  

For Everyone in the Bike Business