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Issue 45 | October 2009





Trade unites to halt scammers Pooling suspect data could slash online crime  Scams often target multiple sites By Mark Sutton THE UK BICYCLE business is showing an increasingly united front in the face of fraudsters attempting to cash in on the vulnerabilities of online retail. Several e-tailers have recently been the target of online opportunists, some of whom hack websites to obtain discounted product. Others rely on the redirection of mail or depot interceptions to steal a bike, often leaving false payment details behind. Chris Feltham, owner of Cycle World, is one retailer who has

“They found a loophole in our site and altered the price of a bike to just £1.99 before ordering. It was about to leave the depot when I spotted the error.” Chris Feltham, Cycle World

How to avoid online fraud... ONLINE EXPERT Si Watts advises that retailers should look out for anomalies in their orders, such as:  Orders where only a mobile telephone number is supplied and the email address is a non-locatable one (like @hotmail.co.uk, @msn.co.uk, @yahoo.co.uk)  Orders where the item is one which you know is available elsewhere for considerably less.  Orders where a separate delivery address is requested and the delivery address is outside the billing address

town. In particular, where the distance between the two addresses is greater than 30 to 40 miles.  Phone orders where there seems to be little concern for the product being bought, only it’s value; e.g. "I need a bike for about £750"  Orders where the supplied postcode does not match the street address provided.  Orders which fail an AVS check  Orders where the customer requests to be telephoned by the delivery driver about an hour before delivery is made.

recently thwarted an attempt to fraudulently obtain a bike priced at £1,600. He told BikeBiz: “We’ve had a few attempts to relieve us of bikes this year. For the most part, common sense can be used to spot the opportunist, but there was one instance where I was nearly left £1,600 down. The scammer found a loophole in our website and altered the price of a bike to just £1.99 before ordering. The bike was sent out as usual, and was about to leave the local depot when I realised the error on the transaction.” Recent activity on the BikeBiz forum has demonstrated how widespread dodgy transactions are, with retailers reporting a dismaying amount of cases of theft and fraud. Online store creator and specialist Si Watts of I-BikeShop.com told BikeBiz that he didn’t think there had been a significant rise in attempts, but did believe, however, that trade members’ increasing willingness to share suspicious customer information was halting the progress of thieves.

“I have noticed recently that retailers are more prepared to ‘share’ information. When I discover that a client believes they have had an attempted scam, I can cross-reference the I-Bikeshop order system for other orders with different clients using the same details. The scam often occurs on several sites within a few hours as the scammer tries to get at least one to be successful. I reckon that if more people shared their info, fewer people would be caught out.” And that’s a sentiment echoed by Feltham: “For the benefit of my own and others’ online business, it would certainly help if the trade shared suspicious information; that’s why I posted about my close call on the BikeBiz forum earlier this year.” For those concerned about possible retail fraud and the sale of stolen bikes, keep an eye on the ‘possible fraudulent activity and cycle theft’ thread now located at bikebiz.com/forum. The latest Home Office figures on cycle theft revealed that 104,239 bikes were reported stolen over the past year.

The best in the business

THE BIKEBIZ AWARDS 2009, sponsored by Citrus-Lime and Cube Bikes, takes place on Thursday October 8th with a free drinks reception at 7.30pm. Set within the Arena area at the back of the main hall at the Cycle Show, Earls Court, the Awards themselves start at 8pm. Nominated trade members, their guests and those sent a complimentary e-ticket are invited to a drinks reception, during which the BikeBiz Award winners shall be announced. For more on the show, head to our guide on page 36, or for further details and sponsorship enquiries please contact Carly.Bailey@intentmedia.co.uk

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Giant and Madison reveal their 2010 lines and Tokyo Fixed Gear sets up shop in London





BikeBiz speaks to the Derby-based distributor about the cycle market...

Whether it’s climbing sales or the sheer momentum behind bikes at the moment, there have been plenty of reasons for the trade to celebrate.



PALIGAP 2010 LAUNCH BikeBiz heads to Bristol to take a look at the new line-ups from Kona, Lightspeed and more from Paligap’s 2010 launch week



Ahead of the 2009 BikeBiz Awards, taking place at Cycle Show on Thursday October 8th, we take a look at the 53 finalists



BikeBiz’s undercover reporter heads to Chelmsford to see how its bicycle retailers measure up when asked about cargo bikes and carriers









A cycle retailer in the States takes an unusual approach to creating its fledgling store

Anti-doping Bike Pure rallies the cycle trade for support, while the forum goes nuts for brakes




Lidbury joins Wiggle, Cromwell heads for Fisher and Halfords lands Dr Wilson

NEW PRODUCTS The latest from Cervelo, Cane Creek, Buff, Giant and Marzocchi feature this month


Steve Peat, a cycle-based treasure hunt and a Cycle Show challenge for Jim Rees



IT’S BEEN a spectacular year so far for the cycle industry. At the risk of sounding like an overexcited school kid tanked up on ‘E’ numbers, the cycle trade has managed to carve success out of a year in which other industries have floundered. Whether it’s the long line of cycle firms, be they retailers, distributors, manufacturers or other companies embroiled in the trade, celebrating the fact that they’ve survived the economic downturn or even, gasp, seen sales climb or rocket, or just the sheer momentum that seems to back cycling in the UK at the moment, with procycling agendas and a growing list of initiatives in bikes favour, there have been more reasons for the bicycle industry to celebrate than I could squeeze into this column.


BikeBiz executive editor Carlton Reid talks bike prices, the Taiwan A-Team and TAITRA

I suspect that a few of you might be slightly tired of seeing the words ‘X company bucks the credit crunch’, but if you’re jaded about reading stories that feature firms in the trade doing well in the face of the recession then you’re insane, frankly. We should be pinching ourselves. Undeniably though, the picture isn’t entirely rosy, and the cycle trade has had to cope with the effects of difficult economic conditions. Independent cycle retailers are struggling with banks unwilling to lend, high business rates and increasing competition, while distributors (and naturally, retailers again) have had to deal with an incredibly tough currency conversion rate. But in the main, the cycle trade has coped impressively with the recession – and beyond expectations if the number of reduced imports at the start of the season is anything to go by. It’s surely a testament to the strength of the bike biz that it has avoided the big name scalpings that we’ve seen across the retail landscape (stand up Zavvi, Woolworths, MFI and many others). And with the mouth-watering prospect of the London Olympics in 2012, various sectors forging new growth for the trade, those pro-cycling agendas and even Boris Johnson, you don’t have to look very hard for reasons to be cheerful about the cycle industry in the UK. Which brings me to the BikeBiz Awards – the perfect opportunity for the industry to celebrate its achievements over the past 12 months. While you’re catching your breath between shows and launches this month, take a look at our guide over on page 36. And if that’s not enough to put a smile on your face, guests and Cycle Show exhibitors get chance to have a beer on BikeBiz at the Awards drinks reception on October 8th. See you there.

Jonathon Harker, Editor


Giant eyes up new market prospects with 2010 lines Manufacturer sets sights on BMX, aftermarket components and electric bikes By Mark Sutton WITH NO FEWER than 130 bikes in its 2010 line-up, Giant is still “exploring new market opportunities”, as put by UK MD Ian Beasant. Showcased to customers during September at the Belfry in Birmingham, Giant has debuted a line of aftermarket components, three BMX bikes and is further flexing its muscle in the electric bike territory with a dedicated factory and the development of its Hybrid Cycling Technology. The firm’s e-bikes come equipped with a RideControl

deck on which sports, economy or normal power assisted modes can be selected. Start pedalling and a hidden sensor registers the amount of force the cyclist is applying. Data is then sent to the I2 driver unit, which transmits a demand to the EnergyPak power source – a Lithium Ion battery capable of assisting the bike over 70 miles. Aftermarket components were debuted too, with seminars to explain what sets Giant’s offerings apart from competitors. The key selling point was the multiple offerings per product, with a solution for almost every

Giant’s Contact SLR bars

niche and often in a variety of sizes. These allow dealers to tailor the component to the customer’s size and preference –

as with the Contact SLR handlebar, which is available in four sizes, based on different shoulder widths and drops.

Following extensive testing by sponsored riders such as dirt professional Corey Bohan, three BMX bikes also join the extensive UK-specific catalogue for 2010. Beasant said: “82 per cent of our business came from the show – it was an great response. The trade is maturing; the focus for all is on technology, quality and partnership. Talks are no longer just about price, but about how we can work together.”

TokyoFixedGear heads to the streets Online retailer takes advantage of the fixie boom with brand new physical store based in Central London CUSTOM BIKE CREATOR and importer TokyoFixedGear is set to move into a physical store for the first time. Previously an online-only retailer, TFG is planning to open its new shop in November this year. Located on the corner of Peter and Berwick Street in Soho, Central London, the two-floor site will provide opportunities to grow the business. TFG’s Max Lewis told BikeBiz that the retailer is working on bolstering its brand list with new ‘big name’ signings before the store opening: “We are increasing the brand list big time with larger more prestigious brands,

One of TokyoFixedGear’s builds; it features a Supernaut frame from Tonic Fabrication built in Portland, USA, with customised artwork smaller hard-to-find brands and exclusive collaborations.”

Taking advantage of the growing sector, TFG revealed a

physical store has always been planned: “We’ve always aimed to have a shop front. Our Japanese brands have wanted more presence in a physical shop and the clothes really need to be seen physically to be appreciated and sold. As do the frames.” The physical store will also give the firm a chance to expand into other bike categories: “We will also be branching into road bikes, something that has been a part of my life longer than riding a brakeless fixie. We will have really great bikes in store from amazing vintage builds, Japanese track frames, hand-built frames from the US, and more.

“In short, we will be offering the best selection of modern fixed gear specific goods you can find in Europe, but we will want there to be something to appeal to everyone.” While there are no plans for further expansion at present, Lewis wouldn’t rule it out: “Now I would say no, but I have no idea what could happen in the future. “Fixies are booming currently and there’s no sign of this trend stopping any time soon. It will die down though, so what’s important for me is keeping TokyoFixedGear strong in the long run.” www.TokyoFixedGear.com


Electric potential is a ‘huge opportunity’ BEBA member Moore Large says education is crucial for the growth of the burgeoning e-bike category By Jonathon Harker FOLLOWING THE creation of the British Electric Bicycle Association (BEBA), revealed last month, one of its founder members, Moore Large, has told BikeBiz that the sector has a long way to go to reach its potential. Moore Large handles the Izip electric bike brand and sees education as a major factor in paving the way for the sector in the UK, which is currently seeing growth in Europe and Taiwan. Moore Large MD Nigel Moore told BikeBiz that although the formation of BEBA will give the sector a much-needed push, the distributor already has its own strategy: “The electric bike market has an awfully long way to go to begin to reach its potential. The key element to developing this market is education of both the dealer and the consumer. Of course the BEBA will help but we have already put in place a strategy to unlock this huge opportunity. Such is our belief in the market and the Izip brand that we have appointed a dedicated brand manager.”

Figures up, despite economic uncertainty

Moore Large provides support for dealers stocking the Izip bike lines

“The electric bike market has an awfully long way to go to reach its potential. The key element to developing the market is education.” Nigel Moore, Moore Large Lack of experience in the fledgling sector is putting some bike dealers off the electric bike market, but this an area where distributors – including Moore

Large – can help: “Izip brand manager Dave Kiddy has years of experience with electric bikes and will be responsible not only for selling the product, but also

DISTRIBUTOR Moore Large has seen a rise in its monthly figures, despite the uncertainty that the trade was subjected to at the start of the year. Nigel Moore said: “As a company, we had just come off the back of a very good year in 2008, but with the weakening pound and economic downturn all the signs were pointing towards a very challenging period.” “We have consistently exceeded our own monthly figures from last year on both the cycle and accessory sides

dealer support, training and spares back- up. This is the crucial element. It’s not really a product where a dealer can ‘just try one and see how it goes’. It needs range investment and workshop training, which we are very happy to supply.

of our business, so we feel encouraged that our hard work is paying off.” Moore also announced that the distributor would be launching a new brand of bikes that target the mid-sector of the market, priced between £400 and £1,000. He said: “Initially we will be concentrating on the road sector and we will have some very competitive bikes available in February 2010.” Turn to page 21 to read the Moore Large interview.

“The product is not a bicycle. It is a motorised vehicle and the dealer together with the supplier must be able to ensure it stays on the road. We’re keen to talk to any dealer interested in understanding better this potentially huge market.”

JJB woe increases with OFT ‘price fixing’ probe NATIONAL RETAILER and sportswear firm JJB Sports is facing an Office of Fair Trading enquiry following a raid at its Wigan offices during September by the OFT. Along with national retail chain Sports Direct, JJB is being probed for possible price fixing. The investigation is reportedly expected to last a number of years and concerns allegations of

price fixing football shirts. The firm retails a significant number of bicycles in the UK while also offering mechanic services across many stores. The company said: “JJB Sports confirms that it is assisting the OFT in an investigation within the sports retail market. “The investigation follows an approach that JJB made to the OFT on January 30th 2009 for

JJB’s UK stores number over 200 immunity pursuant to the OFT’s leniency programme in relation to a suspected agreement or

concerted practice to dampen competition in the sports retail market in the period from June 8th 2007 to March 25th 2009, being the period in which the former chief executive, Mr Christopher Ronnie, was employed by the Company. “The directors take seriously JJB’s obligations under UK competition law and, since approaching the OFT, the

Company has worked closely, and continues to cooperate fully with all aspects of the investigation.” The news follows a catalogue of recent negative press surrounding the retailer, including the suspension of chief executive Chris Ronnie. The firm also entered into a ‘CVA’ (company voluntary arrangement) earlier in the year to help bolster the firm’s future.


Brit e-bike wins big at Eurobike Karbon Kinetics and Gocycle land gold award for ‘fascinating, pioneering’ bike  Birzman, Focus Bikes, Quinana Roo, MINIfree, Massload, Dahon and Giant also pick up prizes at trade event’s awards bash By Carlton Reid Four hundred products were entered into the Eurobike Awards; 77 were gonged and eight of these were made into gold awards for “outstanding achievements in design and innovation”. However, one of the judges criticised those companies which entered products with little or no design merits. Butch Gaudy of Velobraze in Switzerland said: “I was surprised at how many entries there were that did not qualify for an award. A screw or a bolt is not a design achievement.” The Gold Award winners were: Category: E-Bike Gocycle – E-Bike, Karbon Kinetics, London Jury’s assessment: “The Gocycle is a fascinating, pioneering solution. Usually, the individual bike parts from different manufacturers are simply screwed together pragmatically. Not so with the Gocycle: these

parts are designed individually for the basic concept to create an integrated whole. And it also combines all the trends: urban mobility, electric bike, good design and system integration.” Category: Accessories Dragonfly – Tool, Birzman, China/Taiwan Jury’s assessment: “The Dragonfly is a perfect example of a functional device to which visual quality has been added. This quality lends character and a sense of uniqueness to the tool.” Category: Mountainbike Hardtail Raven Extreme, Focus Bikes/Derby Cycle, Germany Jury’s assessment: “The biological styling of the purely presented frame concept in combination with a bold roughness and the advantages of using a material like carbon steel makes the Focus extremely attractive. The move back from

27 to 20 gears is inspired; it reduces the technology to the most essential and leaves more room for unbridled cycling fun.” Category: SpecialPurpose Bike Quintana Roo – Aerodynamic triathlon frame, American Bicycle Group, USA Jury’s assessment: “The shape of the Quintana Roo is phenomenal. It conveys dynamics in its visual appearance as well as in its function.” Category: Electronic Components/Components MINIfree – Bicycle computer, O-synce Europe GmbH, Germany Jury’s assessment: “The

Used seeks new stockists for bike for ‘bigger people’

Super Mario unveils topend apparel line at show MARIO Cipollini was at Eurobike with his new cycle clothing. The black or white garments are made with premium performance fabrics and look to be pitched at the high-end customer. There’s no firm news on availability except for “sometime in 2010”. During his racing days, Cipo was famous for his extravagant


The black or white garments have been made with premium performance fabrics.

taste in clothing, both on and off the bike. He once raced in a full-length skinsuit emblazoned with tiger stripes, complete with matching Specialized bike. His apparel line – called MCipollini – has no such flamboyant flourishes. Cipo also has a bike line in the works, made for him by Diamant of Italy.

USED of Germany is a utility bike company run by Englishman Bob Giddens, a former musician (he recorded under the pseudonym of Bobby Tijuana with his band Fear of Winning). As well as being the German importer for Xtracycle, the company specs its own bikes, including the BiGBOY, a tough bike built in the style of a Dutch roadster but even more robust. It’s a bike that’s targeted at the bigger riders among us. The BiGBOY has a steel-lugged frame, is hand soldered in Germany and comes with a hub dynamo and a Brooks leather saddle. It’s available in three, seven

or eight-speed with Schwalbe Fat Frank balloon tires. bob@used-hq.com



MINIfree is extremely low-key in its design, which means that it can be mounted on virtually any bicycle without spoiling the integrity of the overall design. And the fact that it is very easy to operate is also, quite simply, super good.” Category: Folding Bike DAHON IOS XL – Folding bike, DAHON California Jury’s assessment: “The IOS is a perfect example of a stylish, functionally designed folding bike that meets the demands of urban mobility and flexibility.” Category: Accessories Pedal Kickstand, Massload Tsai Jung Enterprise China/Taiwan Jury’s assessment: “The Pedal Kickstand resolves the contradiction between function

EUROBIKE attracted 39,152 trade visitors – an increase of six percent over last year’s total – from 75 countries, and 1,556 journalists. In addition, there were 21,000 visitors on the public day. The Eurobike show was founded 18 years ago and is

and design with ease. It’s virtually non-existent while you’re riding the bike, only to suddenly appear when it’s needed. It’s an excellent solution – unobtrusive, attractive, a really polished product for the urban lifestyle. Bikes remain clear and sleek, yet with a functionality that used to take away from the stylish design up until now.” Category: Cross/Fitness/ Speed Bike Accend 1 – City/multi-purpose bike, Giant, Taiwan Jury’s assessment: “A bicycle is based on a triangular frame. The designers of the Accend 1 have taken this shape and used it deliberately and consistently. In essence, the Giant bicycle is a complicated, full-suspension bike, but that doesn’t show on the outside. And that’s the genius of the whole thing.”

owned by the small lakeside city of Friedrichshafen. Messe Friedrichshafen CEO Klaus Wellmann said: “This was the best Eurobike of all time.” Having moved a week early, next year’s show has now reverted to taking place September 1st – 4th.

Castelli shorts are compressive, sexy – and chafe-free NAKED is always a good ploy to get eyeballs at Eurobike. For many years Czech bike company Kelly’s has used body-paint models to grab attention. We can be thankful Castelli didn’t pull the same trick: it has a new svelte short called Body Paint because it feels as if it’s painted on. The seat, crotch and legs are made from a single piece of fabric, eliminating all but one seam, which is placed on the front of the short away from a saddle contact point. Soren Jensen, Castelli’s global communications manager, said the shorts are made from just five components, and at Eurobike he demonstrated this with a cut-up pair of shorts in a see-through, double-sided panel. The Body Paint shorts are made from ultra-thin


compression Power Stretch Lycra fabric and feature a new seat-pad – the Progetto X2 – which combines a soft, stretchy, seamless, bacteriostatic, next-toskin layer to prevent chafing. Jensen claims this pad is so soft, a rider need not slap on any chamois cream to the nether regions.

CycleOps creates Joule bike computer line-up Firm unveils ‘latest part of the CycleOps eco-system’ at show By Carlton Reid JESSE Bartholomew, product manager for the CycleOps power meter from the Saris Cycling Group of Wisconsin in America, fronted a press conference at Eurobike. He has been working on the company’s new Joule bike computers for two years and Eurobike saw the official unveiling of what Bartholomew called the “latest part in the CycleOps eco-system”. This eco-system consists of PowerTap power meters; PRO Series indoor cycles; PowerAgent software; and PRO series turbotrainers. On-bike computers complete the circle. Joule 2.0 is for outdoor use on handlebars and is slightly smaller than Garmin’s Edge series of GPS units. It also features a mono screen and can measure 18 metrics while riding via a customisable dashboard. Joule 3.0 is larger, designed for indoor use on turbo-trainers and studio bikes but can also be used outdoors, although it

would take up a fair bit of handlebar real estate. Riders can access eight detailed reports on-the-fly, with side-by-side historical comparisons, and performancerelated digital nagging. There’s enough onboard memory for 20 hours of riding and a full years’ historical summary. Pumping out ANT+ data wirelessly means the Joule products are compatible with other companies’ ANT+ power measuring devices.

Available early next year for €399, the Joule 2.0 could be used to capture data on a favourite ride and for that ride’s profile to be brought indoors for use on studio bikes or turbo trainers. In theory, CycleOps could also make available thirdparty rides – such as Tour de France hill stages, for instance – and these could be placed in an iTunes-style ‘app store’. Joule 3.0 – which is set to retail for €499 – captures and outputs the same data as the 2.0 model, but with a larger, colour screen. Journalists who filed indoors for the CycleOps press conference were greeted with an invitation to follow the brand on Twitter – @cycleopspower has over 1,000 followers. Twitter is now used extensively by many bike trade companies but CycleOps had a reason other than pure micromarketing when it flagged Twitter: its PowerAgent software can auto upload a user’s ride to the world’s most popular 140character social media service.



CYCLE ‘Fantastic’ trade response to SHORTS

Madison’s 2010 catalogue

Sugoi launches online triathlon community

Glowing dealer feedback following preview of new Cervelo, Genesis, Ridgeback, Commencal, Bell and Giro ranges  Giro creates first in-mould skate-style lid

Clothing manufacturer Sugoi has created an online community for triathletes. Incrediblejane.com follows the inspiring journey of a Sugoi employee determined to get fit through triathlon, as well as offering training tips, fitting and dietary advice, reviews and weekly prizes.

Pace leaks Cycle Show revelations Visit stand D15 at the Cycle Show for a look at Pace’s new line of hardtail mountain bikes through to four, five, 5.5 and six-inch travel full suspension frames in steel, aluminum and scandium, plus a surprise frame and component or two. The 2010 range of DT Swiss product will also be on show.

Scottish Gov considers ‘road tax’ on cyclists The Scottish Government is considering forcing cyclists to pay a ‘road tax’. The draft proposal, titled Cycling Action Plan for Scotland, has been released for public consultation.

Wattbike time trial debuts at Cycle Show Taking part in the new Wattbike 500m indoor time trial at the Cycle Show could land visitors a holiday for two in Lanzarote. Victoria Pendleton is the Olympic Champion over the distance, and holds the British record on the track at 34.6 seconds.

By Mark Sutton

CERVELO Cervelo has taken the ‘if it ain’t broke, no need to fix it’ approach this year, choosing to revamp just the colour schemes. Technical details have been left alone, as to date, the P4 is still winning races by the bucketload and shows no signs of slowing. As per recent years’ ranges, it’s framesets only for the UK as Madison believes 99 per cent of Cervélo customers have their own preferences when it comes to build kits and would prefer to customise their race rig.

both flat-barred and dropbarred versions. According to Genesis brand manager James Olsen: “The Day One is so much fun to ride and it beats most through singletrack due to its superb handling. Most dealers have clicked with the bike, so pre-orders have been high, despite the bike not fitting into a particular genre.” Price points on the 2010 line are well spaced too. For example, the road range is made up of two aluminium and one steel build, costing £599, £799 and £999, respective of material choice and spec. Perhaps the highlight of the dealer previews came in the form of a titanium Altitude, which weighs in a pound and a half lighter than its steel counterpart. The entire range is designed at Madison HQ and is specced to the UK market, utilising the shorter stems and wider fork choices popular with homegrown trail enthusiasts. Olsen also confirmed that a full-suspension build was being considered, though it “would have to be just right before hitting the market”.

GENESIS Always popular with the dealers, Genesis once again takes Britishmade Reynolds tubing and turns it into super stylish bikes. This year the range has expanded and has been brave enough to introduce a genre-defying flatbarred singlespeed, as opposed to toying with the 29er market. The £499 ‘Day One’ comes in

RIDGEBACK Titanium made an appearance within the Ridgeback range too, with a superlight Ultegraspecced Flight road bike taking centre stage among the more budget friendly commuter and kids’ catalogue that the brand is more known for. The Flight build on show during September came specced with a flat titanium Ora

DURING September trade customers were invited to Madison’s Milton Keynes distribution centre to view the latest bikes from Commencal, Cervelo, Ridgeback, Genesis and Saracen – all of which have seen extensive work take place in the design department. According to the firm’s MD, Dominic Langan, “retail response has been fantastic.” Most 2010 product is now available for order. Highlights include:

handlerbar, ten speed Ultegra gearing and a smattering of Ridgeback’s own product. SARACEN Despite having already been presented to dealers at a launch earlier this year, the Saracen range was on show. Having seen what was on display, BikeBiz dug a little deeper and discovered that brand manager Simon Wild was busy preparing the fullsuspension Ariel ahead of the Earls Court Cycle Show. Wild also gave BikeBiz a sneak peak of the downhill model currently in the works, revealing only that “it would have an incredibly efficient transmission thanks to the precisely placed pivot points of the rear shock”. COMMENCAL Commencal had plenty of new product on show, including a super-limited titanium Absolut jump and four-cross frame, of which just six of each will appear in the UK. Having had design input from Dan Atherton, the geometry sticks to the raceproven geometries of his personal race bikes. When the frames land with Madison, retail price is anticipated to be £1,899. The jump also frame carries what is perhaps a first in the MTB world – Fly Bikes’ patented ‘Spanish’ bottom bracket has been chosen. Also of note within the Commencal stable, the Absolut SX builds were grabbing

attention with the inclusion of a retrofitting dropout system for easy change of use. The slopestyle geometry, along with the Fox 140mm rear shock make the SX ideal for “throwing down hills”. A frame, seatpost and saddle combo is available for £1,400, while the complete build will cost £2,200. BELL AND GIRO In a world first, Giro has come up with the first ‘potty’ style inmoulded helmet, which will retail for £39.99. BMX riders such as Toby Forte have been putting it through crash tests and have reported that, despite weighing a lot less than a conventional design, it’s good for protecting the rider’s head. Bell also debuted the Jimbo Philips designed helmet collection, which spans seven helmets, including two graphics on the new Sequence helmet, two on the Variant, two on the Faction skate-style lid and one on the Drop full face helmet. Langan concluded: “Obviously we are very excited about the new Saracen range, which will start arriving in stores this October. The team has been working flat out to make this happen on time. The new Madison clothing line is also exceeding all expectations and the new Genesis range is by far the best yet. The recent response from our retail customers has been fantastic.”  Madison: 0208 385 3385

Duro Tire takes Eurobike Award In recognition of developing its TruShine technology, Duro Tire has been awarded one of 77 Eurobike Innovation Awards. The firm was the only tyre manufacturer granted recognition. TruShine technology radiates light from the sidewalls for high visibility at night.

For breaking news visit:

www.bikebiz.com 10 BIKEBIZ OCTOBER


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IMG to bring in the Season Heat Maps could provide ‘pioneering analysis’ for retail US BMX brand Season has linked up with IMG Distribution in a partnership that will see its products land at retail early in October in the UK. The distribution firm has bought out the brand, and it will now start the design process from scratch. However, some initial product was seen during September at Eurobike. IMG Distribution’s David Lombard, who is managing the brand, told BikeBiz: “We thought it was time to add a new brand to our basket. Right now we have Odyssey, Fly Bikes and several other great brands and Season fits right in with those. “Also, starting from scratch gives us more opportunities to fit in markets and areas that our


other house-brand, Proper, doesn’t cover.” Lombard revealed that going forward the brand will be working on a line of soft goods, including items such as backpacks for 2010. Additionally the current catalogue, viewable at seasonbikesbmx.com, has room to expand. All product design is now handled in the UK using Solidworks, however IMG is working with US designer Seb Surroca to develop technical street-suited components. Testing is handled in the UK too, with the recent sponsorship of UK rider Tom Davis. “We have picked up a rider in Leicester. He’s a beast and so having him testing the parts is good. If parts survive him, that means they’re good to go on manufacturing,” said Lombard. “From the Eurobike feedback, I think we managed to reach our goal to have a fresh BMX parts brand that sits right in the current trend and demand.” IMG: 01243 268075

SALES data analyst firm Coverpoint has created a brand new service designed for the UK’s bicycle dealers. The service – named b2b Heat Maps – makes use of valuable sales data that is often ignored and wasted by retailers unaware of its potential worth. The b2b Heat Maps service interprets customer data by analysing postcodes in a customer database. It then maps the information while highlighting the strengths and weaknesses of a business, according to Coverpoint owner Stephen Kilbee. He told BikeBiz: “Underlying trends will be identified, as will the opportunities for growth, irrespective of the size, sector or type of business. Marketing and business strategies can be based on measured evidence.”

Kilbee continued: “Data visualisation is still almost a pioneering type of analysis as most businesses are unaware of it. And even if they are aware of it, their understanding of its potential may be very limited and therefore many of the benefits will be missed. Unless you know what it can do, it is impossible to ask the right questions and, therefore, get the answers you need.” Kilbee has worked with a number of FTSE 100 companies and Government departments over the past decade and feels the insight he’s gained has helped with forming the Heat Maps service, which starts from £75, and doesn’t require specialist software training. For more on the service contact Stephen Kilbee on 01949 875833, or via www.b2bheatmaps.co.uk.



There are stations at Mission Bicycle for the wheels, frame, drivetrain and cockpit

One giant leap for retail? A new bike store on the US West Coast gave design firm Adaptive Path the chance to create an entirely unique cycle retail experience from the ground up. Henning Fischer talks us through the processes behind developing a brand new bike shop environment…

After the threemonth project was completed, Mission Bicycle opened its shop and has been an immediate sales success.


MISSION BICYCLE, a new San Francisco-based seller of single speed bicycles, has built a growing business around assembling single speed and fixed gear bicycles for the urban commuter. The company began as an online business in 2008, where customers could select components and colours to add to a stock bicycle frame. In 2009, Mission Bicycle asked design firm Adaptive Path to help create a simple retail experience that would help customers to assemble their perfect, custom bike. The process involved interviewing cyclists to understand their needs and expectations of a custom bike retail experience. It also included clearly articulating the Mission Bicycle process in a way that aligned with cyclists’ needs and expectations. Finally, it involved sketching and generating experience concepts quickly.

Adaptive Path met with San Francisco cyclists to question them about a variety of topics such as buying a new bike, the bike shop experience and how they would describe themselves as riders. Once the team understood the role of the shop’s signage system, they began to sketch out concepts to illustrate the bike parts selection procedure. INSTRUCTIONS The team divided the shop space into a series of stations to guide the customer through the process of designing a bicycle. The stations included: the frame, the wheels, the cockpit (handlebars and seat), and the drivetrain. Each section provided a bit of information to the customer as they worked their way through the space. The intention behind the guided separate spaces was to increase the customer’s comfort level within what’s usually an intimidating technical process.

To help customers understand the basic steps of building their bicycle, the team designed easyto-understand instructions. They used jargon-free language and icons in line with Mission Bicycle’s minimal and modern brand aesthetic. The retail space also needed wall mounted displays for the frames and wheels (these two components couldn’t be displayed on the tables due to space constraints). The team chose a museum-like presentation with small, discreet information sheets and a tiled colour selection chart. ADAPTIVE PATH Table displays were also a focal point of the shop space, with the light table used to display the different components for the cockpit and drivetrain. Adaptive Path designed table displays to show where on the bike components belong, what colours they come in and what’s

important to consider when making a selection. In order to tie together the different display pieces, Adaptive Path designed a Build Kit for customers to literally sketch their ideal bike, guide them through the stations, record their choices and to have a receipt. The content of the worksheet matches the stations, and the team designed it so that it can be filled out by either a staff member or a customer. After the three-month project was completed, Mission Bicycle opened its retail shop at 766 Valencia on May 16th 2009. The shop has been an immediate sales success and has helped Mission Bicycle establish itself as a new and vibrant player in the San Francisco bicycle retail market. You can see more online at MissionBicycle.com and http://www.adaptivepath.com/ blog/category/mission-bicycle



Did the sun shine on sales? As the trade takes a breath between shows and product launches, we look at how bike and accessory sales have performed over a mixed bag of a summer. Jonathon Harker and Mark Sutton ask the industry how it has fared in the midst of a recession and without the benefit of an Olympic gold haul… “OVERALL Madison has had a very strong year. It has certainly been challenging in terms of making the right decisions and adopting the right strategy to successfully guide the business through what many experts believe to be the biggest financial crisis mankind has yet encountered. Difficult and unpopular decisions had to be made for the good of the business and thankfully I can stand by those actions as being the right ones to have taken. Madison is coming through this recession in very good shape and is very upbeat about the remainder of 2009 and 2010. Madison has posted significant sales growth every year for the last four years and 2010 is certainly looking set to continue this very positive trend. “The tailwind for cycling in the UK – thanks to media coverage, the awesome performance of our professional riders, along with the health and environmental agenda, is set to bolster our industry for some years to come. Every day I count my blessings for working in such a great industry and as a privately owned business, the support


and long-term outlook of Madison’s owner is refreshing and appreciated – especially in times such as now.” DOMINIC LANGAN, MD, MADISON “WE’VE HAD a very busy summer season with all aspects of the business – workshop, new cycle sales and accessories sales have seen an average of 20 per cent turnover increase in 2009. “Due to our store’s location, road bikes and hybrid bike sales have been very strong. The shortages with all suppliers during peak season were a mixed blessing. This helped us to maintain full RRPs and to clean up our stock inventory, but conversely we have lost a few sales to other stores when we didn’t have the bike in stock.” CHRIS COMPTON, COMPTON CYCLES

“We’ve had a very busy summer with all aspects of the business. Turnover has increased an average of 20 per cent.”

cyclists looking to maintain their bike rather than upgrade with a new model. “In the past we’ve sadly seen bike retailers go out of business, but this year we’ve not even seen one – it’s amazing that in the industry we’ve not really seen any problem.” BEN GABY, MARKETING MANAGER, PALIGAP “FROM THE start of the year, the shop has been flat out with repairs. Sales of parts may have fallen off slightly, probably

because the shop floor is stuffed with work – at times getting in the door was a problem. The workshop has been riding on the crest of a wave and there seemed to have been a constant surge of events pushing cycling. “Customers purchasing goods online and bringing them to the shop to be fitted is, as ever, on the increase. That suits my business model. Over 30 years in the trade, I've enjoyed this one the most.” WILLY BAIN, BICYCLEREPAIR.CO.UK Has the summer been a sunny delight for the cycle industry?

“THE LAST three months have seen our best ever sales. “We recorded our best show sales at our recent product launch week and from our perspective, retailers are selling a lot of product without a doubt. At the start of the season we sold a lot of components, presumably for





Form and function for 2010 Matt Skinner, editor of What Mountain Bike, examines the fine tuning that bike brands have been making since Eurobike... THE GENERAL consensus after Eurobike was that there was no show stopping-bike or technology headed our way for 2010; that no one product was looking to hog the limelight of the red carpet with collagen lips and an inflated ego. In terms of progress, it would appear – on the face of it – that there’s been none. But looking deeper, a rich seam of necessary and, to be honest, much welcomed fine polishing has been going on. From aesthetic overhauls to small but significant tweaks, Eurobike was awash with brands displaying the efforts of their


tinkering and of co-operation between bike and component brands to offer cohesive colour matching to further catch the eye of riders. Felt has revamped its aesthetics with new stickers, colours, and is integrating logos between the seat tube and the rocker link on its Virtue line. Genesis has virtually relaunched itself with a complete overhaul of its aesthetics, logos and brand identity and has adopted the vogue of non-standard logo and decal placement that Charge truly popularised. Crank Brothers is now working with SRAM to offer colour matching with SRAM’s new colour options on its groupsets, to provide as thorough a collars and cuffs colour choice to riders as possible. And the big boys – always savvy of the entire package – have also moved things on. But can this merely be said to be form over function, or

just marketing? Well, both. Certainly making your bike look as attractive and as eye pleasing as possible is no bad thing – just as it’s true of bike shops that they aim to be as welcoming and as invigorating an environment as possible for buyers – and this is marketing in the most direct sense. However, in some important instances, this focus on the detail has allowed product managers and engineers to turn their attention from trying to come up with revolutionary new suspension platforms, for instance, to nailing the minutiae of bikes people actually buy and ride. For example, Specialized’s new 9mm QR hub shell on its top end Roval wheelset has been design-integrated with the drop outs of its Future Shock fork – so much so that Specialized claim that it’s as stiff a design as using a QR15 bolt through. Proof, if

ever it were needed, that clever design doesn’t have to be industrial. It can be refined. Beauty can benefit the function. Just as you take the first bite of food with your eyes, you take the first ride with them too. Aesthetics, as much as we’d like to play their importance down, are an integral part of what we humans thrive on. From the colour of hair to the pallor of the skin, they contribute greatly to our decision making process and the same is true of bikes. However, as fashionable as it is to be unfashionable, there’s a fine line between ‘of the moment’ and being so ‘yesterday, daahling.’ Every bike brand gets this. Those that have always displayed aesthetic savvy have fine-tuned things further or taken it to the next level with true form/function integration. Those that didn’t previously, have certainly taken it to heart for 2010.

“Just as you take the first bite of food with your eyes, you take the first ride with them too. Aesthetics are an integral part of what we humans thrive on.”



Riding high Cementing IBD appeal, improved product ranges, innovative marketing and swelling the number of specialist brand managers are some of the key drivers behind Moore Large’s recent – and likely future – successes. The distributor’s managing director Nigel Moore speaks to Jonathon Harker…

“We have consistently exceeded our own monthly figures from last year, and feel encouraged that our hard work is paying off.” Nigel Moore, MD, Moore Large


How’s business? And how has that compared to Moore Large’s expectations at the start of the year? At the turn of the year there was a lot of uncertainty about how the cycle industry would perform in 2009. As a company, we had just come off the back of a very good year in 2008, but with the weakening pound and economic downturn all the signs were pointing towards a very challenging period. Given those circumstances, it would’ve been very easy to approach the year with some caution, but we remained very optimistic. The success brought about by our investment in key personnel, better product ranges and in the increased marketing activities of our branded portfolio through 2008, gave us a lot of confidence. We knew that continuing to focus on providing our most competitive package of products, service and prices would as a minimum ensure we retained the level of business we enjoyed last year – and so it has proved. In fact, we have consistently exceeded our own monthly figures from last

year on both the cycle and accessory sides of our business, so we feel encouraged that our hard work is paying off. What has been the biggest challenge of the year so far? Our biggest challenge continues to be at the supply end. Despite a slump in the global price of commodities – steel, aluminium and oil – it has been very difficult to maintain the cost price of our goods. The weakening pound and now increasing freight rates compound the problem. Astute purchasing of currency and aggressive negotiation with suppliers mitigated the problem and enabled us to restrict price increases to a manageable level. What have been the star bike brands in 2009 to date? I am delighted with the growth of our branded bike business this year, with all brands performing above the expectations set at the beginning of 2009. Haro is the one that stands out because we have substantially increased our market share in quality BMX as well as seeing increased

coverage in the MTB and recreational bike sector. The appointment of Adam Garner as brand manager is key to this success, coupled with the great product in terms of design and quality and an increased marketing and promotional presence at cycling events and initiatives. We have targeted the National BMX race series and been present with product at each of the events together with offering support for local BMX race teams that compete on a national level. This has served to increase our profile as a leading brand in the race market, which we see as an area for real growth in the next few years during the run up to the 2012 Olympics. The volume sector of the Haro BMX brand has also increased for us and this has been endorsed by the initial demand from dealers visiting our in-house product launch last month. We have ordered in anticipation that once again BMX will be a major contributor to the XxxChristmas bike business. The MTB and recreational side of the brand has also shown

promising growth this year and we are currently working on exciting new developments for the 2010 range. And what have been the star accessory brands in 2009? It’s very difficult to pick out individual accessory brands given that so many have exceeded expectations. Of course, each brand is at a different stage in its development here in the UK market with brands such as LAKE Shoes, Tifosi Eyewear and Limar Helmets all having only been introduced in recent years but all performing very well. Other brands that we’ve had for many years like Kenda, Jagwire and Magnum just keep getting stronger. I guess the one accessory brand that really has hit the market by storm has been Knog. Its products offer something very different to the norm and you just know that whatever it comes out with next, there’s going to be something about it that’s unique enough to give every shop out there a reason to stock it. Lights continue to dominate their range to date with the ever



popular Frog single LED lights still leading the way but with Beetle – two LED, Gekko – three LED, Skink – four LEDS and the imminent launch of the Boomer 0.5 watt front and rear lights, there’s still plenty to choose from. The interest in its luggage is also increasing; the stylish Dog range of bags boasts a single bag that converts from a pannier bag to a sling bag to a rucksack, all with the clever use of a unique piece of hardware. The bags are very well made, using top quality fabrics, come with padded and lined laptop pockets and are available in a host of colours. Also on the horizon from Knog are seven, 12 and 18-function mini tools, folding adjustable spanner and pliers and for 2010 a range of security products. Its undoubtedly a brand to keep an eye on. Have any sectors performed particularly well this year? Such as commuter bikes? Or children’s cycles? It is difficult to pinpoint a particular sector, more a general move towards quality. Clearly cycle usage has gone up considerably in the last couple of years and this has produced a more discerning, better informed consumer. If we analyse our sales both of parts and accessories and complete bikes we see an improvement in sales across all sectors and brands, but it is at the higher level where the increase is greater. A typical example would be the tremendous reception we received upon the introduction of Limar helmets. We have always done good business on entry level helmets under our own brand of Apex, but knew that to make a mark in mid-tohigh-end helmets would be a challenge. We need not have worried. From day one our customers embraced the opportunity to invest in the brand and add to the success we are already enjoying with Apex. How are the newer brands settling in, like Basso and Fenix Lights? Basso is a very exciting development in our business and underlines our desire to expand our portfolio to the extremes. The appointment of Adam Biggs as brand manager has clearly been the driving force in the success of Basso. His knowledge and enthusiasm of the sector has opened many new doors for us and considerably increased our


base of road specialist outlets. Basso competes comfortably with all other classic Italian brands offering hand-built quality and design that our competitors find very difficult to live up to. We have big plans for this sector and are currently in talks with an Elite Road team for 2010, together with providing a consistent level of quality support from head office and working very closely with the Italian owners who are delighted with our progress to date. It is early days for Fenix lights but initial sales look extremely promising and as consumer sales kick in and reports come back I’m sure we have have another great prospect. How does Moore Large keep ahead of the competition? To be honest we rarely discuss the competition. This is not meant to sound arrogant but we have always felt that if we are doing our job correctly the rewards will come. Of course we get a bit fed up when some companies grey import our exclusive brands such as Trailgator, but on balance I would say fly or fall – we are responsible for our own destiny. We continue to concentrate on improving our appeal to the IBDs, be that through an improved product range, better availability or more efficient service levels. We have an experienced team of buyers on both sides of the business ensuring the right products are being brought to the market at the right time, at the right price and in the right packaging. Our marketing activities and the way we communicate them has seen significant investment in recent years, ensuring a diverse spread of coverage across both trade and consumer levels. We already have a very broad spread of area managers covering the country with ten working exclusively with parts and accessories and five working with cycles. And we’ve continued to add to the team on the branded side of our business with the appointment of a premium products manager for accessories and brand managers for Haro, Basso, Izip and Onza. All of which will provide us with a complete focus on the ongoing development and placement of key, premium level products and brands across principle retailers in mainland UK. We have also appointed an area manager covering the same principal

brands in Northern and Southern Ireland. We are all very excited about these new appointments and feel it shows real intent in our ambition to establish each of our brands as market leaders. How have dealers reacted to the B2B site? Very well. More and more orders are now coming direct into the business and the launch of the B2B last year offers all of our customers a live order system that is operational 24 hours a day. We have received many compliments from customers on the clean and simple appearance of the site and, importantly, how easy it is to navigate and build your order. Exclusive online offers, good product images, stock availability, plus downloads of magazine reviews and the latest news, all add to what is a very functional order system. A continuing investment in frontend sales is also a factor. This year Moore Large has been involved with more quirky marketing, joining Knog at the Bike Polo Championships and Velorbis at Derby University – can we expect more of the same over the next six months? Absolutely! There are a group of people at Moore Large who become unrecognisable to their loved ones during the summer. There are events of one kind or another throughout the year and it is unbelievable how many of these we attend, not only to exhibit but also take part. Adam Garner holds the record with ten weekends on the bounce away from home. In this day and age marketing is so much more than placing a few adverts. It is about keeping close to our end users at grass roots or on occasion mud puddles. Not only do we promote our products, but we also get direct feedback to help us understand our customers and develop new ideas. What are the key factors to Moore Large’s success? It’s difficult to answer this question without resorting to clichéd corporate speak. Of course our diverse product portfolio, the significant investment in stock and marketing, an absolute commitment to treating our customers with respect and crucially an enviable reputation with our suppliers all play a major part, but at the end of the day we value most our

Recent addition Fenix lights joins high-flying brands like Knog and Limar in Moore Large’s extensive portfolio

“We are all very excited about our new appointments and feel they show real intent to establish each of our brands as market leaders.” Nigel Moore, MD, Moore Large extraordinary staff. The team is getting stronger every year and the office bubbles with enthusiasm and dedication. In my opinion the appointment of staff is the most important factor in the success of a business – before brand selection, location, which bank to use or even which products to sell. Get the staff right and you’re more than halfway there. What will be the biggest story for ML in the next six months?

The big news is the launch of a new brand of bikes targeting the mid-sector of the market with price points between £400 and £1,000. Initially we will be concentrating on the road sector and will have some very competitive bikes available in February 2010. We also have plans to increase our offering in the Electric bike market and will be looking to launch a very competitively priced lithium ion powered bike early in the New Year.


Jim Walker Launches New Dealer Benefits Scheme

b2b.jimwalker.co.uk For serious riders High Performance High Quality


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ABACUS BUSINESS SOFTWARE Abacus has been developed over 20 years and has a reputation for stability, performance and flexible and comprehensive functionality. Although the product has sold very well in the retail sector it has also been used by accountants and distribution companies. Abacus has over 150 cycle shop installations throughout the UK. The software is fully multi-user and multi-company. Running on Windows 2000 or Windows XP.

•Effective handling of stock – multi-location •Fully integrated online shop/e-commerce website •Full bar code support & operation •Control at sales order/POS •Purchase order processing •Sales order processing •Quotation & kit selling •Customer tracking & contact management •Advance payment/Christmas club •Integrated accounts with Euro and full multi currency support •Profit & Loss, Balance Sheet &Trail Balance •Stock forecasting, best sellers & slow movers reporting •Management reports •Trade Counter Facility •Portable stock checking & update •Batch update between branches •Live link operation between branches •Powerful marketing & direct mail facility •Workshop module with job tracking •Lost sales reporting •Customer Loyalty schemes •Customer order tracking •Graphic/catalogue support “We have been with •SMS Text Message Abacus since about 1989 now and during that time have seen our •Warehouse module business grow by an average 25% per •WEB links year. This is partly because Abacus helps •Email shots us by looking after many routine “The system works well, we wouldn’t want to consider running the business without it." Mike Eric Burgess Cycles Burnley

“We have been using the Abacus system since its inception in 1992. The on going developments have created a package which quite frankly we could not live without. At last we are gaining control of our business. If I were to be honest- Before Abacus the business was running me.” Bryn Williams Nicholson's Cycles, Dundee

stockordering tasks that we would ordinarily have to do manually, leaving us free to get on with running the shop and planning for the future. There are still many parts of Abacus that we are yet to use but as a business we would be lost without it.” Dave Quinn The Bike Factory, Chester

We have only just started with Abacus and already we don`t know how we managed without it. We cant recommend Abacus enough Alex Pink Roy Pink Cycles Newport Pagnell

"Probably the most cost effective all in one solution available on the market today. With constant improvements via regular upgrades the Abacus Software just gets better and better. A real business orientated solution and support package. "We have UK Mobility is pleased to been using the Abacus recommend Abacus." system for the last 6 years and have Steve O’Halloran grown with it. The latest 32-bit incarnation UK Mobility, is a joy to work with and the new Abacus Kent management team are flexible and genuine. The feedback that we give as a user is both “Having used Abacus welcomed and promptly acted upon and the results “Cyclesense have for seven years, virtually of theUser Group meetings are immediately been using Abacus for a trouble free, upgrading to the new noticeable in the frequent system updates. number of years and the support and 32 bit system has given welcome We have been able to reduce our developments from Nick and, speed & new features. stock holding by almost 30% more recently, Duncan & Bill Listening to their customers through user and significantly increase sales at the have been tremendous. groups, and now accelerating the same time. The workshop system The upgrades this year have been development of the software, puts is a godsend, increased efficiency superb and we are looking forward Abacus in a leading position as an and profitability here alone more to getting even more benefits EPOS supplier to the cycle industry.” than justifies the system costs." from the system.” Rob Turner Steve Coram David Stainthorpe Ben Hayward Cycles, Cycle Logic, Helston Cyclesense, Cambridge Tadcaster.

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Best in show Paligap crammed dozens of new bikes and the latest cycle technology into its September 2010 launch and saw best ever show sales as a result. Jonathon Harker visited the show… THE picturesque location of the Stable Café, set on a hill overlooking the cycling city of Bristol, was the setting for Paligap’s week long 2010 product launch. Dealers were invited to get up close and personal with new product from

much more information than has previously been possible. Packing in a huge list of features, the Joule 2.0 is outdoor specific and indoor compatible. Paligap added that the Power Tap brand now boasts its own UK service centre, drastically

The launch attracted press and bike dealers alike, and Paligap told BikeBiz that the event was so successful that it produced its best ever show orders. Kona, Lightspeed and Sombrio while feasting their eyes on the latest from the likes of CycleOps, Saris, Muc Off and a mass of other brands. The launch attracted press and dealers alike, and Paligap told BikeBiz that it had recorded its best show orders ever over the week. Among the products on display was Sombrio’s new clothing range. Pre-selling the 2010 line-up, Sombrio featured garments that cross over beyond the bike market. Boasting technical features and with clothing built to stand up to the sterling test of a Vancouver winter, the range branched into the roadie and fixie sector too. CycleOps introduced the brand new Cycle Computer Joule range, including the 2.0 and 3.0. Following feedback from users, the new models have Xxx backlit and bigger displays while also include the capacity to hold


cutting down servicing times for products in the massively growing market. The recently launched CycleOps Pro Series of indoor cycles were also on show at the event. The models can be adjusted in every imaginable way to match the cyclist’s outdoors bike. Micro adjustability also provides precise resistance control. The Power 300 Pro was showcased too and like the rest of the range is ideal for triathlon, cycling clubs and spinning clubs. According to the distributor, the training brand is now providing year-round sales. Meanwhile, Lightspeed has introduced carbon to its bike range, with three new models – the C1, C2 and C3 – taking advantage of the material. The Archon C-Series all feature Aerologic technology. Two years in development, the C-Series bikes provide weight



Saris’ latest racks appeared at the show (top left), while Kona’s 2010 bike range featured heavily

The fixie-style Paddy Wagon was one of the eye-catching bike highlights at the Stable Cafe-set launch, located on the rolling hills of Bristol

savings and boosted ergonomics from the new material. The frames – which are designed and built in the USA – all come in five sizes, and present significant price savings for the Lightspeed brand, providing an even greater draw for consumers at retail. Kona’s 2010 product line-up has seen the brand further diversify into ranges beyond its mountain bike roots. The manufacturer has shaved weight across all of its 2010 bike range and features an expanded commuter series. Some of those models, including the Dew FS, boast a new sweep frame which boosts cycle commuting comfort by providing extra shockabsorbing goodness. Kona has also introduced more steel bikes – a material growing in popularity with road and mountain bikes, and hardwearing enough to deal with tough winter conditions. The steel-based Wagon fixiestyle road bikes range has expanded in response to demand. Paddy Wagon was


introduced by Kona two or three years ago and is now joined by eye-catching rides like the Grand Wagon (RRP £1,800) and the Band Wagon (RRP £550). The cycle cross range has also grown with the Major One (RRP £900), while many existing models have been cut in price to meet the competition head on.

16, 17, 18, 19, 20 and 22-inch models, and both feature Shimano parts. Kona’s improved kids’ models include the Shred 2-4 priced at £450 and featuring a 13-inch frame with 24-inch wheels. Featuring Kona Jackshit pedals and Cowan Signature grips, the 2-4 also boasts a Kona DJ saddle.

Kona has introduced more steel bikes – a material growing in popularity with road and mountain bikes, and hard-wearing enough to deal with those tough winter condititions. Kona has invested heavily in its mountain bike range, particularly with the two Cadabra models. These top-end MTBs hit £1,850 – for the Cadabra, and £2,400 for the Abra Cadabra – both of which are built with scandium and boast plenty of features. The Cadabra and Abra Cadabra come in 14,

Other highlights include the revamped Blast Deluxe – a new version of one of Kona’s best selling bikes. The all-mountain aluminium butted model features a Rockshox Dart 2 fork, with the usual Shimano trimmings. The manufacturer’s clothing ranges also got a look in at the show, featuring a hat-full of head

wear options for cyclists with natural cross over beyond the sector. Stylish highlights from the range included the Hand Knit Kona Pom (priced at £16), the Fidel Cap (at £15) and the Japanese Reversible beanies (£16 a piece). Jackets – like the men’s Freddy (featured in this month’s Sector Guide), tee shirts and shorts also starred. The bike cleaning Muc-Off brand appeared at the show too, as did the FFWD lightweight wheel range. The brand’s line-up hasn’t seen a huge amount of change for the new season, with the design team instead choosing to tweak and slightly modify product for 2010. Paligap tells BikeBiz that despite being a brand still relatively new to the UK – 18 months young in fact – FFWD has been a massive success for the distributor. Elsewhere, the Helmet Hero video camera has been updated and now boasts a wide angle lens. Expected to be popular again this Christmas, the Hero is priced at £180.




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Revolutionary new material can assist cyclists’ performance

Clothing to make your customers go faster You sell goods deemed to be performance-enhancing by the UCI: wicking jerseys. They’ve not been banned (yet) but other clothing innovations could be, fabrics expert James Lamont tells Carlton Reid...

“In order to get rid of wetsuits in the pool, they’re going to take back innovation and send it back two decades.” Jason Rance, Speedo International

“AFTER months of research and development, Castelli created a jersey that featured a new aero-slippery fabric, a wrinkle-free fit, and critical areas of dimpled material. In the wind tunnel, the Split Second jersey delivered a CxA drag coefficient of 0.359 compared to 0.377 for a standard Castelli jersey. In a zero cross-wind environment, this computes into a savings of 15 watts. And across various cross-wind measurements, the average saving was 13.8 watts – which equates to 58 seconds’ saving over 40 kilometers at an approximate pace of 25 mph.” Castelli press release 2006


IN JULY, swimming’s governing body, FINA, banned Speedo’s polyurethane swimming suits despite having okayed them in June. Cycling’s UCI also has a slew of rules on go-faster clothing, but the world’s governing body for cycling has yet to come down hard on those companies breaching the clothing rules. There are lots of ways to make cycle clothes faster, such as: dimples, placing seams away from the airflow, fabric rugosity (i.e. roughness), body-mapping (i.e. designing clothes with athletes’ muscle groups in mind), trapping air around the upper arm and wire inserts under jerseys to aid air-flow. Some of these are allowed by UCI and some are banned, but not routinely enforced. Given their propensity for the pristine, UCI tech wonks may soon turn their focus on fabrics and could one day ban a lot of the clothing innovations that have been trickling down to consumers over the last three to four years. The UCI doesn’t like anything that has a smack of ‘performance enhancement’. According to sources, the UCI seriously wanted to ban materials that absorb moisture as this helps cooling – and thus aids performance. Fortunately they were talked out of that one. It would be cruel to imply that some UCI types hanker

after the type of woollen cycle shorts that weigh twice as much when wet as when dry. However, the guiding principle behind the UCI’s tech regulations seems to be: ‘what was good enough for Eddy Merckx in 1970 should be good enough for us today’. Jason Rance, vice-president of marketing at Speedo International, pointed out in July that preventing sports equipment companies from innovating is point blank stupid. “In order to get rid of having wetsuits in the pool, they’re actually going to take back innovation in the sport and send it back two decades. My analogy is that next year at Wimbledon, Federer and Nadal will be about to start a game and they’ll say: ‘Hang on a minute, mate. Give me your carbon graphite racquet and you can have a cane one from the ‘90s. Have a good game.’” Critics of the ‘givetechnology-free-rein’ approach say that some performanceenhancing clothing isn’t just slippier through the water or air, it is biomechanical cheating. ‘Compression’ clothing is getting a lot of attention right now and there are some claims that it’s almost another form of propulsion. For instance, Power Lycra controls and reduces muscle vibration, maximising power while reducing energy loss, muscle fatigue and the risk of cramps. It sounds reasonable, but what about elastic-band

exoskeletons? There are garments for elite cross-country skiers which use Thermoplastic urethane (TPU) bands to store and release energy on movement. Adidas uses TPU Powerweb Technology on its cross-country ski suits. TPU bands support the natural expansion and contraction of the musculoskeletal system while performing. They provide elastic

support and performance enhancement for muscle groups. Working on such garments for Adidas was James Lamont. He used to work with the Adidas Innovation Team but is now a freelance consultant. He has worked across many different sports, but his interest is predominantly cycling. In the early ‘90s, Lamont worked for Raw Experience of

Adidas’ Powerweb Technology supports the expansion and contraction of the muscles during cycling



Edinburgh, the then importer of Clif Bars and other niche brands. Now, when it comes to gofaster fabrics, he is the go-to guy. It was Lamont who developed the Adidas Ian Thorpe swim suit, he who led the research to make TPU bands for cross-county skiing, and he who combined polyurethane with swimming suits. Lamont has also worked on go-faster cycle clothing for pro bike teams, such as Team Telekom. After speaking to Lamont, he points out the latest developments in bike clothing technology... AERODYNAMICS AND COOLING Aerodynamics is always key in cycling. More attention could be paid to specific riding positions – not just for time trialling, but for long breakaways and chases at the front too. There seems to be a fascination with surface drag in cycling. We constantly see quotes for power savings or ‘gains’, which as a percentage of the drag load from surface friction, effects are bigger than the total power lost by the drag factor they suggest they are dealing with. The UCI has been very strict on clothing and footwear, but must always be respected. This year, however, some teams have been experimenting in early season races, like the Tour of California, with devices on clothing that are clearly against the spirit and the law of the regulations. Given the attention that the UCI has recently been giving to equipment, particularly aspect ratios and fairing, there are still major steps that can be made in drag reduction. I am still very surprised that few people have looked at aerodynamics in the context of cooling, as they have in braking systems in Formula One. This is a huge area to make improvements for, in performance and comfort. SOLAR LOAD AND COLOURS Colour makes a big difference in terms of solar load. This was evident at this year’s Tour de France, where teams changed jersey and short colour. However, there are issues to do with opacity caused by water, particularly liquid sweat, which could be dealt with better in regards to heat load. There have been improvements in the use of different fabric weights and constructions such as mesh, single jersey or mock eyelet, plus incorporation of stretch and in


Clothing should incorporate aerodynamic modules to enhance cycling performance

wovens. The placement of lighter or more closed fabric is still an area which seems very old fashioned compared with work I have done on heat production and heat load on the body. This is potentially an area for big improvements. As riders get tired over the course of a race, heat and how

large heat load from the external environment. Clearly, what’s next to the skin, to lose that excess heat generated internally and resist external heat load, is the rider’s clothing, which can have a big positive impact on performance. It’s great to see ideas like precooling before the event and ice

“UCI’s very strict on clothing and footwear. Teams have experimented with devices on clothing that are against the spirit and law of the regulations.” James Lamont they cope with it has a big impact on performance. When a rider is producing 400 watts or more on a climb to stay with the leaders, the body is creating nearly 1,600 watts – 1,200 watts of which is then mostly lost as thermal energy. Combine this with external heat load, quite a remarkably high number of watts per square metre on the open road in the Alps in July directly from the sun, plus reflected and radiated heat from the external environment (Mont Ventoux’s final kilometers being one of the most striking examples of this later effect) – there’s a great amount of heat to be lost from the body through evaporation, radiation, convection and conduction, along with a

pack interventions during the race, but more can be done in the future for cycle clothing. We can look at other industries and incorporate their solutions. In the high mountains, gravity is a key issue – I always see this on my SRM power meter as I hit a climb. For much equipment, there is an obsession with weight, however it’s always looked at as a dry weight. We know from research, our own riding experience and from watching top riders in the tour, that water, in terms of sweat, is a major factor in weight. In fact, there are some quite counter-intuitive approaches to system weight of a rider’s outfit which could yield much lower weights in a race.

COMPRESSION & BODY-SHAPE This has become a huge trend in the past couple of years, with every team having different sponsors providing a variety of products with performance improvement claims. Over the course of a grand tour, we can see from riders’ SRM power meter data that a rider’s challenge is to recover from each day’s efforts, and perhaps over three weeks try to delay the inevitable reduction in performance. For recovery, compression garments offer great potential benefits. However, most products I have seen, both on the general and custom-made market, offer very little compression, compromise freedom of movement and don’t have the correct compression graduation engineered into them. Most seem to offer no more than a placebo effect. In addition, many garments I see being used are of very low compression force compared with the trained muscles of a professional cyclist, and in addition pay scant attention to the very specific body shapes of these athletes. While this is disappointing, it leaves scope for improvements to be made in the products and in maintaining rider performance for recovery, travel and warm-up. LAYERS AND SYSTEMS There has also been little attention to all the layers and

components of what the rider wears, and although sponsor manufacturers would like us to buy only their products, there is still not enough thought going into clothing as a system. A better approach in all the areas above could yield great benefits. SKINNY AND WET In the Tour de France in the late ‘90s, a German star lost a lot of time due to cold and wet conditions. With very low body fat (insulation) at peak conditions, high riding speeds and water from precipitation, and water thrown up from other riders’ wheels, we end up with big issues. Given that water conducts heat 26 times faster than dry air, the potential for heat loss and catastrophic loss of performance is huge. Combined with high power outputs up climbs, then inactivity and high speeds on descents, rapid cooling’s a natural result. This year I was struck by how poorly prepared teams were. This is an area in which pro riders, tied to sponsors’ product and the need to show logos and names, can actually be at a disadvantage to amateur riders who are free to wear what they want. There’s a whole range of products which could be built specifically for pro riders’ needs, in events like the Tour de France. A version of this interview appeared on srm.de and is used here with permission.


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Carry me home… As the birthplace of radio, you’d expect Chelmsford’s people to be pretty ‘tuned in’, but are its bicycle retailers? Mystery Shopper goes in search of a cargo capable bike and discovers not every retail experience is music to his ears...



Cycle King

BASED on Mystery Shopper’s previous experiences in Halfords, I wondered if its Chelmsford store would offer the same level of service as an independent retailer. Upon entry I immediately saw sales assistants approaching browsing customers. The store was doing well, but what would the bike department be like? There were less staff in this section, so customers were queuing for assistance. When it was my turn to be served, the staff member was happy to walk me through three bikes he felt best fitted my criteria. The advice was good, as were the demonstrations of how I would go about kitting the bike out to carry cargo. Also, the bikes ranged from the lower to higher end of my budget. The assistant advised I shop around to ensure I got the perfect bike, suggesting I might regret spending under £200 due to the high rate of failure on low budget bikes. Halfords is flexing its muscles in the cycle territory, scoring on par with the best of Mystery Shopper's independent store visits. What’s more, photos of Halfords riders were on display. Images like that could see consumers associating Halfords with performance bikes.

IT’S hard to miss Chelmsford's Cycle King with its ‘massive discounts’ display and its claim that it provides great before and after-sales service. There were lots of discounts on offer, so anyone in the same boat as Mystery Shopper – seeking a bike for university – would naturally be lured in. There was plenty of stock – far too much in fact. There was a sea of wheels to contend with and very little to distinguish one bike from another. Thankfully, the woman at the counter was happy to guide me through what she felt best suited my criteria. Encouragingly, once I’d explained my situation, she led me straight to the most reasonably built bikes fitting my needs. The majority of bikes were priced between £100 and £200, yet when I hinted I had more to spend on a quality build, there was surprisingly little on offer. The assistant was certainly knowledgeable and listened to my requests before ascertaining the best match. However, the one factor that let the store down was the huge amount of choice. Without assistance, it would take forever to dig out the perfect bike!



THIS MONTH, Mystery Shopper took the form of a university student with places at either Nottingham or Exeter in sight. With a budget of between £180 and £400, I was a typical student buyer, not looking to blow my life savings, but understanding that this bike needed to last the duration of my stay on campus. The bike had to be capable of carting ‘projects’ to and from halls of residence to classes, and as such I was seeking, at the very least, a pannier rack and bags add-on accessories. Off-road capability was a bonus, but not essential. So what would you offer Mystery Shopper? And would you recognise that Nottingham has a reportedly high crime rate? Or that I’d need plenty of gears to tackle the notoriously hilly Exeter?

Sport Direct

Cycles UK

ON entry, Mystery Shopper was greeted with clothing on the floor and a sea of racks. Overstocked and untidy would be an understatement. To add to the immediate feeling of ‘let’s get outta here’, I was greeted by what I could only assume was the staff’s music choice – some out-of-tune, uncensored, grimy rap music. I could, however, immediately see a display of bikes on the upper level, so I went to check it out. There were four bikes on show, all from the Dunlop brand and all costing below £100. The stand featured one BMX, one lady’s mountain bike and two men’s builds. There was nothing an educated buyer would consider here and very little explanation on the header cards, except for the sale price. Nonetheless, the Mystery Shopper experience is calculated largely by interaction with staff and their explanation of the build’s capabilities. So I went in search of interaction, but found no-one to question. I then caught the eye of one lad who appeared to be available. However, by the time I waded through racks of clothing he disappeared. These low cost bikes must sell themselves...

CYCLES UK, located in a retail park, had a vast array of bikes on display outside of the shop, enticing customers in. After browsing the diverse range of bikes, an assistant led me to a stylish Marin costing £319. He pointed out several of its features, which justified its price and left me convinced that I’d be better off spending a little more. He insisted I purchase a decent U-lock, reminding me that cycle theft is on the up. I then questioned fitting a rack to the rear of the bike, at which point the advisor pulled two that appeared not to fit the Marin from the shelf and let down the so-far helpful experience. He did, however, redeem himself by explaining that Cycle UK do stock a model that fitted – pointing to the holes to which the rack would be fixed on the frame. What the assistant didn’t need to say was: “We’re a little steep on price; it’s because we only stock quality.” I hadn’t thought prices were steep, but if new to cycle shopping, I’d surely have taken this as advice to shop around. Discounts appeared on many of the 2009 models, which Mystery Shopper can’t help but feel, along with the good service offer, would secure a sale.


Chelmer Cycles VISITORS to Chelmer Cycles are greeted on entry by the till, which is great for prompt service and even better for deterring theft from the store. As such, I was able to immediately talk to the owner about my needs, explaining that I was yet to secure a university place, but it was highly likely I’d be going to Nottingham. The assistant stopped me in my tracks and placed emphasis on the fact that in such a high crime area, a strong U-lock should be considered, whatever I bought. The retailer pointed out some burly looking Krytonite locks and explained it’s best to combine them to secure the whole bike. He wasn’t fond of the quick release systems that are dominant on the majority of bikes, suggesting it leaves a bike prone to component removal. This was enough to convince me I needed to secure any bike well. I was pleasantly surprised to be shown a well-built Kona below £400. The store owner then detailed how I’d fit appropriate racks and guards to the bike. Though small, Chelmer Cycles was tidy, well arranged and stocked good kit. Most importantly the owner listened to my needs and offered sound advice. Top marks here.

Summary MONTH-BY-MONTH, Halfords seems to be improving its service, and the Chelmsford store performed especially well considering that footfall was low considering the time of day. This may or may not have been the case had it been higher, but the staff member Mystery Shopper spoke to was certainly clued up on his gear and polite. There’s not much more you’ll need than that to sell a bike in Halfords. Both Chelmer Cycles and Cycles UK offered excellent personal service and really took some time out to listen before lunging in with a sales pitch. Chelmer just about had the edge in terms of advice given. However, it's worth noting Cycles UK appeared to still be getting used to where things were in the new store.



Berning love Bern’s desirable helmet range has been making a colourful impact on the cycle world and beyond. Ultra Sport’s Pat Neenan talks Jonathon Harker through the versatile brand… Can you briefly fill us in on the history behind Bern? Bern is born out of the vision of Dennis Leedom, who previously ran a very successful wintersport helmet company. Dennis developed Bern with the idea of creating helmets versatile enough to cross over a multitude of different sports. The company was started up in 2005 and has been growing in size and popularity ever since. How long has the Bern and Ultra Sport distribution partnership been in place? Ultra Sport has been working with Bern since summer 2007 and has been successfully increasing numbers in both summer and winter product ever since the deal. Has the cycle market been a target before, or is this a new approach for Bern? The cycle market has always been a target, but with Ultra Sports’ existing ties in the watersports and snowsports sectors these were the most obvious areas to start selling into. Bike is fast becoming the focus with Bern’s hugely innovative ‘bike friendly’ constructions such as zip mould and brock foam. What do Bern helmets offer above and beyond the competition? Bern helmets are so versatile in their design and construction that they leave the rest behind. No matter what sport you do or how stylish you are, Bern has a lid to suit you – from ultra lightweight cycle and snow helmets to sink fit, low profile fashion pieces such as the iconic Baker and Watts shapes. The


variety of colour ways and individual shapes sets them apart from the competition. Is the ‘cool factor’ a key selling point for Bern? Of course! The individual styles provide the wearer with a good fitting helmet with low profiles and great graphics. Are there any new products on the horizon? The G2 has just been released for the 2010 summer line and incorporates the zip mould (ultra

“The company started up in 2005 and has been growing in size and popularity ever since.” Pat Neenan Ultra Sport lightweight) technology with added adjustable vents for a variety of climates and sports. Is there a marketing plan in place to support the brand? Yep. Bern has a massive team of UK riders covering all the target sports, the team is growing all the time, our wakeboard and snowboard teams boast some of the biggest names in the country and requests come in thick and fast with eager sports boys and girls after a hook up. We gain regular product reviews in loads of consumer magazines that all want a piece of the Bern pie. Getting samples back from reviewing magazines and sites is almost impossible,

which indicates how desirable the brand really is. Do you have any other brands for the cycle market? We are also the proud distributors of the Ultra Bike Bag (previously the Neil Pryde Bike Bag). It’s a bestseller for us and probably one of the better selling bags in the country, with demand increasing month-onmonth due to more and more people travelling with their bikes. Do you offer retailers any special incentives? We offer great margins for retailers and have a margin builder programme for those who do volume and commit with decent pre-orders. We also hold in-season product to back up the retailers and have some great POS materials. Our rider focus is the main thrust of our marketing – we’re very much a riders’ brand and we like each retailer to get some key guys and gals on the helmets – there is nothing like seeing a Bern to make you want a Bern. Our website receives thousands of enquiries each month and our Retailer Locator points visitors to their nearest Bern retailer. All that said the product is simply our best marketing tool – the more we sell, the more we sell... . And the hungry customers are seeking out the brand. How can interested dealers get in touch? To find out more about Bern and what it can do for your customers visit the web site www.bernunlimited.com or the Ultra Sport Website at www, ultrasporteu.com. Alternatively, email at Pat@ultrasporteu.com or call 01332 813150.





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9 0 0 2 S AWARD n In associatio


The best in the Bike Biz Your guide to the companies and brands that the cycle trade has shortlisted to bag a prize at this year’s awards...

YOU NOMINATED, we counted, and the BikeBiz Awards 2009 finalists have been selected. Last month we revealed the 53 companies that had bagged a spot on the finalists’ list and now we’re bringing you a guide to those brands and companies, together with the judging criteria for each category, from which one company will go on to win in each group. Five independent cycle retailers go head-to-head, with another five facing off in the

Online Retailer category. Distributors of bikes and parts and accessories will also compete for awards, while manufacturers and marketing teams will also be vying for prizes. The cycle media won’t be left out either, with awards for the best consumer magazine and website respectively. The judging process has already begun and 50 industry figures are currently poring over the finalists in detail to make their selection for the second

ever BikeBiz Awards, this year officially partnered by Cube and Citrus-Lime. Last year the first BikeBiz Awards took place as an online only event and this year they have grown into a live event. In association with the Cycle Show, the coveted prizes will be handed out during a trade-only drinks reception on Thursday October 8th. Observant readers will notice that in the following pages we’ve listed nine categories,

despite having ten Awards on the night. That’s because the final prize – for Best Cycle Show Stand – will be judged on the day by Cycle Show organiser Upper Street Events. And if your company didn’t manage to make the final cut this year, there’s always a chance next time. In the meantime, get some inspiriation by taking a look at the companies and brands that make up the finalists for the BikeBiz Awards 2009…

HIGH STREET CHAIN Judges should consider: Customer service Product knowledge Range Commitment to an orderly marketplace

DISTRIBUTOR – BIKES Judges should consider: Speed of service Order fulfilment Customer service Product condition Commitment to an orderly retail marketplace

JUDGING CRITERIA FOR THE 50 industry judges, choosing who should win each award is no small task. To help them in their mighty challenge we’ve put together the judging criteria that each will take into consideration to select their pick of the finalists...


INDEPENDENT RETAILER Judges should consider: Customer service Product knowledge Range and in-store merchandising

ONLINE RETAILER Judges should consider: Reliability Range User Interface Commitment to an orderly marketplace



Independent Retailer FINALISTS:

adapted to the changing retail landscape by planning for a new mail order distribution centre and office – set to be created this year to accommodate the growth of this important part of its business.


Based in Hope, Derbyshire, 18 Bikes boasts competitive pricing, custom builds, and is staffed by keen cyclists. With YouTube uploads, a huge selection of custom build pics on Flickr, plus a presence on ever-present Twitter, 18 Bikes stays in touch with its customers to a degree that explodes any clichés that dealers are in the dark ages when it comes to being online. Naturally, independent retailer 18 bikes also has an online shop, and the store offers bikes that take advantage of the Government’s Cycle to Work initiative tax breaks.  PENNINE CYCLES, BRADFORD

Established in 1946 by Johnny Mapplebeck, Pennine Cycles has already survived a couple of recessions and continues to flourish in West Yorkshire. The family business and BikeBiz Awards 2008 finalist has customers spanning the globe, and the Bradford-based store has a serious hand in manufacturing too, offering repairs, resprays, wheelbuilding and service – and the firm continues to handbuild at its premises in Bradford. Pennine Cycles isn’t just about retail either – it’s sponsoring local cycling clubs, taking a leading role in local Bike Week activities, forging close links with local schools and enterprise groups, and is even organising a training camp early next year for the community.  STATION CYCLES, CAMBRIDGE

Cambridge’s Station Cycles boasts two branches in the university town and offers cycle hire and bikes for sale. It stocks second-hand as well as new bicycles and the store recently rated highly when BikeBiz’s Mystery Shopper visited Cambridge, calling Station Cycles: “One of the star stores of the city.” The firm also found time to relaunch its website in August and estimates that it might be the largest cycle sales and hire business in the East of England.


Cycling Bargains started trading five years ago and its financial year 08/09 has seen 30 per cent turnover growth compared to 07/08. This impressive achievement, which is doubly impressive for the tender age of the firm, has been fuelled partly by a growing export business, now up to 45 per cent of its turnover this year. Cycling Bargains’ sponsored team landed a place in the Tour Series – seen in ten televised races on ITV this year.  TF TUNED

Founded back in 2002, TF Tuned services hundreds of forks and shocks and retails hundreds of components from its online shop each month. TF Tuned’s online customer-facing outlet is the website – www.tftunedshox.com – with over 80 per cent of custom coming from word of mouth and existing customers, according to the firm. The company puts customers first, as they are one of the most important factors of its success, and their feedback is one of the key reasons behind the firm’s nomination. One happy Swedish customer wrote: “You are so f**king great! I already have the parts in my hand. And at a very good price. Thanks from Sweden.” Yes, thanks indeed.


Tarty Bikes was established four years ago by two uni friends and has since moved three times to cope with substantial growth due to the import of more brands and products. Reportedly the only trials-specific UK retailer that employs full time members of staff, some of Tarty’s workforce regularly compete on a world level. The firm has introduced a new automated customer ordering system and a Tartybikes Guide which helps customers make better, informed choices. Tarty has also managed to squeeze in support for talented riders, including Danny MacAskill, while also servicing the small but growing area of trials-specific cycling.  WIGGLE

Wiggle has had a busy 12 months. After revealing record sales in July – with traffic up 80 per cent – the online retailer has launched worldwide shipping to over 70 countries with multiple currencies on site, introduced the new Kiron bike brand, received over 15,000 product reviews within days of launching its product review system, and has seen 8,000 customer reviews. Along with sponsorship of amateur and pro riders, including Nicole Cooke’s Vision 1 race team, Wiggle has been making a stronger and stronger mark on the trade.  CHAIN REACTION CYCLES

CRC won the online retailers prize at the BikeBiz Awards 2008. Boasting a 3,000 sq ft workshop and a mechanic team with 40 years of experience, Chain Reaction also has a showroom to complement its online offering. Covering cycles and accessories from every discipline, Chain Reaction put on a big showing at this year’s inaugural BikeRadar Live event.






Another industry stalwart, Condor Cycles has been trading in the capital for a stunning 60 years plus and proved a strong contender at last year’s BikeBiz Awards, picking up the independent dealer award. The iconic retailer is also a custom build manufacturer working closely with primary tubing supplier Dedacciai and is rightly proud to be producing frames in the UK.  RUTLAND CYCLING, OAKHAM

Rutland Cycling has gone from strength-to-strength having seen 100 per cent growth over the last two years. The firm places the utmost importance in providing unrivalled customer service from knowledgeable and passionate staff with unbeatable product pricing. Over a quarter of a century old, Rutland offers cycle hire and has reaped the rewards of considerable time and money investments in its online presence. Internet-based sales account for a third of its total business and Rutland has

DISTRIBUTOR – PARTS & ACCESSORIES Judges should consider: Speed of service Order fulfilment Customer service Product condition Commitment to an orderly retail marketplace


CONSUMER MAGAZINE Judges should consider: Compelling editorial Circulation development Design Independence and integrity of reviews

CONSUMER WEBSITE Judges should consider: Compelling editorial Design Independence and integrity of reviews Reliability User interface

MARKETING TEAM Judges should consider: Creativity Influence on sales Impact versus budget available

MANUFACTURER Judges should consider: Commercial success Marketing agility Commitment to an orderly marketplace Innovation



High Street Chain FINALISTS:  EVANS

The cycle retailer’s growing national network of retailers is set to be joined by a new branch in Reading later this year, building on a rich heritage that spans over 80 years in cycle retail. The firm’s offering has developed greatly over that time, and ten years ago it launched an ecommerce website. The passionate cycling fans behind the company aim to keep the business operated in a ‘green’ way and run a range of in-store events, including multiple Ladies Nights last April.  HALFORDS

Needing no introduction whatsoever, Halfords is the biggest retailer of bikes in the UK and has played a key role in setting the cycling agenda – not least with its call to cut VAT on children’s bicycles. Its retail effort has seen it shift more than one million bikes a year and a third of all bicycles sold in the UK, according to the firm. Seeking to improve its offering in the high-end cycle market, Halfords has also upped its online offerings – dovetailing with its Reserve and Collect service.  CYCLE SURGERY

Formed by two MTB enthusiasts in ‘92, Cycle Surgery aims to fill a niche by providing unprecedented service and repairs. Expanding to eight stores by 2007 – including a concession store in Selfridges – Cycle Surgery boasts 40,000 sq feet of warehouse space and, according to the firm, by blending service and product it sets itself apart from the competition. The workshop is key of course, with all mechanics trained to a minimum of Cytech level one. The internet side of the business is good too, with over 84,000 visitors every month, according to the firm.  CYCLELIFE

Through its partnerships with retailers, Raleigh has seen its 120th Cyclelife dealership in ‘09. Among other things, the scheme gives bicycle dealers more marketing clout, with Raleigh dedicating £50,000 for national advertising from March this year. The franchise aims to improve retail standards, drive footfall and promote business.



Cycles UK was formed in 1997 and has fast grown into 16 stores based in the South East; 14 are standalone, and the remaining two are in prime locations within Harrods in Knightsbridge, and Jarrolds in Norwich. Boasting names like Cube, Specialized, Trek, Marin, Whyte, Wilier, Mezzo, GT, Scot and Mongoose, Cycles UK’s recently opened flagship Greenwich store includes a large dedicated women’s cycling area, which Sustrans’ BikeBelles website was quick to notice and positively review. A spokesperson for the firm says: “Our Chelmsford and Greenwich stores represent the direction we’re going in as a company, focusing on quality brands and excellent customer service within a contemporary retail environment.”



Distributor – Bikes FINALISTS:  SILVERFISH

Silverfish tells BikeBiz that it offers independent dealers easy ways to order, fast delivery and an industry leading back-up service, with the same high-end service to all customers whether ordering one bolt or a complete bike. Having picked up Spanish MTB brand Mondraker Bikes in August, Silverfish, which celebrated its first decade this year, now distributes over ten brands including names such as Race Face, Evil and SDG.  HOTLINES

Over the past few seasons Hotlines has played a key role in the performance of the bicycle brands it handles, including Lapierre. Supporting sales with in-depth marketing is key to Hotlines’ offering. The distributor tells BikeBiz that not a single issue of any of the big magazines slips through without carrying an ad for its brands. Hotlines also boasts keen dedication to demo days (attending or organising 20 over the last six months) and it supports retailers’ own promotions of brands with assistance and even staff.  JIM WALKER

Jim Walker has brought a raft of new brands on board over the past 12 months. In April the distributor picked up performance mountain bike brand Sunn Bicycles, Canadian brand Argon 18’s high-end road and triathlon frames joined at the start of the year, and legendary rider Eddy Merckx signed the exclusive UK and Ireland rights to his bicycles, too.

 REECE This year Reece Cycles revealed that it was bringing the Schwinn Tailwind – one of the fastest-charging electric bikes – to the UK. The firm has also picked up BMX brand FreeAgent over the last year, with the intention of reestablishing it here in the UK. FreeAgent joins a list of bike brands including Probike and Python mountain bikes.  SEVENTIES Seventies MD Stuart Dawkins tells BikeBiz that the firm has seen a higher increase in retailers opening accounts than usual over the past year, with the signs being very bright indeed for the BMX scene. As well as being keen bloggers, the distributor sees sponsoring riders and core events as a key focus for the firm. Earlier in the year Seventies supported its dealer base while times were tough by securing extra stocks of completes to meet growing demand.

Distributor – Parts and Accessories FINALISTS:




Boasting an enviable line-up of bike brands including Commencal, Genesis, Ridgeback and Cervelo, Madison also acquired the Saracen brand, which is set for a relaunch in 2010. The firm supports its bike brands in a number of ways, not least through sponsoring a broad spectrum of teams and riders, from the world famous – including Shanaze Reade and the Atherton clan – to grass roots riders breaking into the sport.

 PALIGAP Paligap has developed its dealer offering with the launch of its quirkily-named ‘fresh and minty’ POLO site (Paligap’s On-Line Ordering). The distributor’s brand portfolio includes the likes of recent signing Muc-Off, Kona, FFWD, Ritchey, Saris, Torq, No Tubes and many more. The Core Bike attendee is also a keen supporter of Bike Hub.


 ZYRO Celebrating its 14th year, Zyro distributes 23 cycling parts and accessories brands from the UK and around the globe including four own-brands: Altura cycling apparel, Tortec racks and mudguards, Bodyfit comfort saddles and Intake Performance saddles. Reportedly the largest privately-owned parts and accessories distributor in the UK cycling industry, Zyro plays an active role in innovating and working closely with brands (including the likes of Cateye) to develop and tailor product for the UK. Keeping prices stable for dealers has also been a focus for Zyro this year.

Family business Hot Wheels started life in 1981 and is committed to bringing a portfolio of top selling, innovative bicycle products to the UK. The firm has gone from strength-to-strength since its inception. It is no stranger to awards, bagging last year’s BikeBiz Award for bike distribution, and picking up gongs from GT Bicycles, Mongoose, and What MTB mag. It distributes BMX favourite Wethepeople, and Mongoose bikes to holiday giant Center Parcs. The company also looks after the Charge brand and opened a 100,000 sq ft logistics operation in Bristol in 2007.




Fisher Outdoor Leisure has had a busy year – it’s launched cycle commuter range Bspoke with the help of Transport for London and picked up the Lambretta brand. On top of looking after more top brands like Santini, Troy Lee and recently-picked-up WTB, Fisher also found time to raise £17k for the Stephen Murray charity fund at its Expo week-long event – a key date for cycle dealers.



MPORA.COM launched two years ago, bringing together a variety of sports and audiences including BMX, mountain biking, skate, surf, snow, Motocross and wakeboarding. The multi-national site mixes up user-generated content from those at the heart of the sporting scene with material from the MPORA production team. The jampacked website includes exclusive live streaming of premium European events, full-length movies, HD quality play back and much more.


Derby-based distributor Moore Large has snapped up a number of new brands over the past 12 months, including Fenix lights and Limar helmets. The firm’s B2B site has gone from strength-to-strength this year and ML’s branded product seminars give dealers a chance to look at new products in its showrooms and speak to brands directly and feed off their vast experience.


Extra picked up last year’s BikeBiz Award for parts and accessories distribution, and this year will again be a strong contender for the prize. The Northants firm bagged distribution rights for RapidRacerProducts in January this year and its portfolio includes Topeak, Cane Creek, Fi’zi:k, Hutchinson and many more respected names from the industry.

The Edinburgh-based firm started only three years ago and now boasts parts and accessories brands like Clif Bar, Crank Bros, Lizard Skins and Nema. 2Pure also looks after NiteRider, Pinhead, SQ-labs and Feedback Sports and hit the headlines earlier this year when it bagged Italian bicycle clothing manufacturer De Marchi. The firm added a new sales director to its team at the start of the year and was in the running for the prize at last year’s BikeBiz Awards.


BikeRadar.com is a key online destination site for all cyclists, tailored for three distinct groups of enthusiasts: road cyclists, mountain bikers and commuters. Emphasising originality and quality over quantity, this hugely popular site has a rapidly growing userbase that is engaged and enthused by everything to do with cycling. The site ranks consistently well for some highly competitive search terms and the brand extended further with this year’s inaugural BikeRadar Live – which saw mass cycling participation in Donington Park.



Consumer Website



Despite having launched less than a year ago, Road.cc has rapidly built up a reputation to be reckoned with, and the traffic to boot. Traffic had grown by as much as 50 per cent by the start of 2009, and that ever-growing total is due in part to a heavy marketing effort from the site creators. The driving, or riding, force behind the road cycling site is Farrelly Atkinson, and the site itself has a target audience of road cyclists at all levels of experience and ability.



Way back in 1977, few could have predicted how far a small suburban shop in North West London could grow. Madison is now a hugely significant player in the bicycle business and is possibly the UK’s biggest distributor, looking after the likes of Shimano, Garmin and many other top names. Madison developed its distribution offering this year with the launch of its B2B site and a brand new cycle clothing range at this year’s IceBike.

Launched in 2008 from scratch as nothing more than an enthusiast’s website about all things cycling, BIkeRumor.com includes information and features on technology, racing, news and products, plus the occasional rumour or two, providing all of the information in a clean and concise manner. The site


Cycling Plus is the UK’s biggest selling road cycling magazine that is now in its ninth consecutive year of circulation growth. Providing advice, inspiration and expertise for road cyclists (whether racers, tourers or commuters) Cycling Plus has recently been redesigned and has achieved successful cover promotions, such as the latest TdF pre-tour supplement which is looking to be the biggest selling issue ever. Group publisher Katherine Raderecht says: “With another year of continued ABC growth for Cycling Plus, the magazine is going from strength-to-strength. We are encouraged to see that the redesign has paid off with some fantastic feedback from both readers and the industry.”  RIDE BMX

This year, Ride BMX celebrated its 100th issue. It covers all aspects of BMX, showcasing progressive riding from around the globe. With parts reviews, event updates and more, Ride offers readers further value with free posters, stickers and DVDs throughout the year. The title also


claims to be the best-looking BMX magazine in the world (specced at 230 x 300mm), according to Factory Media, with export sales up 20 per cent year-on-year.  THE RIDE JOURNAL

The Ride Journal is a bit of a unique proposition. Aiming to appeal to each sector of cycling, the publication is probably best described as a journal of personal bike stories. Headed by editor Philip Diprose, the magazine released its second edition earlier this year, which included contributions from BikeBiz’s own Mark Sutton and Carlton Reid. A third edition of the plush title is currently in the works.



Other than Shred, Singletrack is actually the only UK mountain bike magazine that is still privately owned by its mountain bike riding founders. It has managed to carve out a niche in the market despite its modest size – no mean feat. Published eight times a year, Chipps Chippendale, Mark Alker and Shaun Murray remain at the magazine after founding it in 2001.



The CTC’s own Cycle magazine is a free title published six times a year. Sent free of charge to CTC members, the magazine has picked up a number of awards and nominations along the way and frequently features supplements including the CTC’s Annual Report. Cycle provides technical content, member contributions and policy decisions and changes, keeping members up to date with the latest news and developments in the cycle industry.



covers everything from commuter and advocacy to road, mountain, triathlon and downhill bikes, gear and accessories.



SingletrackWorld.com was launched alongside the magazine in 2001 and has successfully achieved the tricky balancing act between print and online. Carrying breaking news and a super-busy forum, the Singletrack website includes reviews, trail guides, news, blogs, a shop and much more.

 GIANT Spanning seven continents and 50-plus countries, aptly named Giant has recently stretched into retail in the UK, with three stores now open across the nation including in Cambridge. Giant has produced the 2010 Giant Trinity Advanced SL – what is described as the fastest bike – and is one of the few manufactures not to cut imports from Taiwan, according to UK managing director Ian Beasant.


 MERIDA Merida has been on a dealer recruitment push since the start of the year and the results are already showing with 73 per cent growth year-on-year, which is no small achievement regardless of whether the globe is in recession or not. Merida has also forged ahead with specially tailored UK models and brings forward its 2010 road bikes to tackle the boom in the sector.

Silverfish UK’s presence in the media and on the cycling scene, whether in magazines, online or a mountain bike event, is down to the Silverfish marketing team. When we say team, we in fact mean one person. The proactive firm advertises, sponsors and markets its leading product, gaining ideas from the whole Silverfish team and dealer network.

 BROMPTON One of the key brands to continually cross into the non-cycling consciousness, Brompton has enjoyed a fine year making firm steps into the US via a new subsidiary, as well as getting its commuter-friendly products noticed as far and wide as the UK’s Gadget Show. Service to IBDs is a key focus for the firm, which now employs over 100 staff.

Marketing Team




Participating in the inaugural Press Camp event over in the US earlier this year was only part of Cannondale’s marketing efforts over the course of the last 12 months. Being one of the key firms to visit at Eurobike and other global shows, Cannondale has also been responsible for various product launches and is a continuous presence in the cycling consumer’s mind, through weighty advertising campaigns and marketing.  FISHER OUTDOORS

Fisher Outdoor Leisure’s Expo show, currently based at Edgbaston cricket ground in Birmingham, is one of the dealer highlights of the year, due in no small part to the firm’s marketing team. Involved in an array of activity in the industry, including Bike Week and Future’s BikeRadar Live event, the marketing team also launched the Bspoke clothing line in a central London Evans store earlier this year.  EVANS

The marketing team at Evans have been especially busy over the past 12 months, promoting store openings, producing catalogues and direct mail, creating online marketing initiatives, events, in-store promotions, print adverts, nurtured partnerships and of course it has handled PR, too. The hard working team has worked with the national press, Top Shop and even the nation’s favourite sofa duo Philip Schofield and Fern Britton on ITV’s hit morning show This Morning.  PASHLEY

Pashley is another brand that has managed to slip into the mainstream consciousness, due in no small part to the efforts of the firm’s marketing team. From a media blitz at the end of 2008, which saw it appear across the net, radio and TV – including an appearance on ITV’s Paul O’Grady Show – Pashley has continued to fly the flag for UK bicycle manufactures, not least in eye-catching photo shoots with Olympic gold medallist Victoria Pendleton.  MADISON

Madison’s IceBike show is now well established within the industry as a key date on the calendar for bicycle dealers. Aside from the enormous amount of work that goes into putting on this well respected show, the Madison marketing team has also been busy with


sponsorship of riders and teams including household names and fledgling stars, and launching new line-ups from top notch brands and manufacturers.  RALEIGH

Capitalising on its household name, Raleigh has found its way onto our television screens in the likes of Channel Four flagship Big Brother and BBC Children’s favourite Beat the Boss. Including multiple product launches, and a strong show presence, the Raleigh marketing team has had its hands full at numerous events and with the production of its sector-specific catalogues for its dealers.

 HOPE Hope’s mantra of ‘designed, tested and made in England’ has remained in force since the firm rode into existence almost two decades ago. The independent manufacturer now dedicates its time exclusively and enthusiastically to the bicycle business and famously opts to let its products do the talking, eschewing sales waffle, according to its engineer owners.



Not content with launching a host of new bikes at Eurobike, chic Charge is also launching a completely new clothing brand, dubbed Surface – featuring a strong line of products for both casual and keen cycle enthusiasts. The zeitgeisty brand’s cult following shows no sign of abating, with a packed out press launch in London in July this year, and a strong export market stretching all the way to Australia, the USA, Germany, Switzerland, Spain and Taiwan.



Cannondale has put together a compelling line of products over the past 12 months across the road, MTB and urban sectors – including the Synapse Carbon HiMod, which was voted Sportive Bike of the Year by Cycling Weekly. The Press Camp attendee was also cited as a crucial and consistent performer for new owner Dorel.



Germany-based KHE picked up the production of Raleigh’s popular Diamondback top-end models in the summer, shortly after KHE (named after the firm’s home town apparently) produced what it described as the lightest BMX tyre for 24-inch wheels. The 20-year-old firm has also revealed a brand new BB-cup that features a patent pending AFFIX bush system and is able to sustain over three tons of pressure.



Exhibitor list 2Stage Action Medical Research Amazing Wheels Amba Marketing Assist ATB Sales Batribike Bike Eye Bikegreece Bionicon Bohle UK Bromley Bike

Floorplan is correct as of September 14th

Brompton BYOcycles Campagnolo Cannondale Carradice Company Z [Viner] Condor Cordee Cotic Cube Bikes Cycleurope (Bianchi) Demon Frameworks Dremefa BV Early Rider Endura Exodus Explore Extra Finale Figure Enigma Titanium Freeride Fisher Outdoor Leisure FLI Distribution Folding Bike Hut / Deep Blue Sky Garmin Go Cycle Greyville Ground Effect Hope Technology Hotlines Hunter Sports Italy Bike Hotels Jeantex Jim Walker KCNC Clee Cycles Koga Kool Stop Europe Lyon Madison Mavic Memory Map Mosquito Nemesis Pace Pashley Pashley as Moulton Pearl Izumi Pearsons Cycles Powacycle Redspokes Ryders Eyewear Saddleback Satmap Scott Sport Sealskinz Shiner Sigma Specialized Split Second Sturmey Archer Sub-4 Sugoi Torq Ultimate Sports Engineering Upgrade Vigour Corp Wiggle Wildoo Windridge Ciclismo uTag / Bike It International Surf Sales Yellow Veho No Hills Biketech Shuswap The Bike Doctor Cape Town Cycle Tours Trust Cycleaddiction AFEX Ana Nichoola Cooper Bikes Spoke Shirt Utility Polaris Seven Star Moore Large Velo Vision SingleTrack CTC LCC Factory Media IPC Sustrans Cycle Scheme Tirol Marketing Services GmbH BikeBiz Cycle Systems Bike Box Weehoo Penny Farthing Cycle Works Bigfish Wisper 2pure Bullet Distribution Ultra Motor Roche Sports Zillertal Green Oil Qoroz Kidney Research Trikke Alternative Cycle Best Imports Tout-Terrain Quoc Pham Windwave Environmental Transport Assoc Active Network Wattbike Vitesse Cyclodelic Tri247 Trixter Seventies BoBike IMG Sabbath This list is up to date at the time of going to press




8th-11th October

On with the show Earls Court, October 8th to 11th: The UK’s largest cycle exhibition is finally here. And we don’t want you going unprepared, so we’ve compiled a list of exhibitors, a floor plan, the trade day schedule – including the BikeBiz Awards 2009 – and have even previewed some of the news and products that you can expect to see...



NEW FOR 2010 SPICY- ENDURO BY LAPIERRE The spicy is already the benchmark for those riding the Enduro Series, Mégavalanches®, or other extreme mountain events. Its feather weight for this type of mountain bike, the perfect balance of the OST system and the toughness of the frame and components will allow you to ride fast regardless of the terrain or the direction of the slope. A real character reinforced in 2010 thanks to a shorter position for even better handling and a new Fox RP2 Boost Valve 160 mm rear shock developed for Lapierre, with optimal performance. SPICY 916 - CARBON REAR TRIANGLE - FOX 36 TALAS RC2 FIT 160MM FORK -MAVIC CROSSMAX SX DISC — SRAM X.0 REAR MECH— 12,5 KG


Visit Hotlines at the Cycle Show this year , Stand-A3 and check out what Lapierre has to offer for 2010! For UK distribution contact

www.hotlines-uk.com | sales@hotlines-uk.com | tel: 0131 319 1444 [ S T R O N G P R O D U C T S ]


Trade day arena schedule TIME



LCC FILM 'I want to ride my bicycle’


BMX Aerial street course display (in assoc. with Ride BMX and Rock N Roll Bikes.com)


TECH TALK James Booth Master of Cycle Fitting


MARKET TO WOMEN Amy Fleuriot in conversation with Carlton Reid, BikeBiz


BMX Aerial street course display (in assoc. with Ride BMX and Rock N Roll Bikes.com)


TECH TALK Winning the exchange rate €v£


MARKET TO WOMEN Amy Fleuriot in conversation with Carlton Reid, BikeBiz


LONDON'S CYCLING REVOLUTION Cycle Hire Scheme Cycle Super Highways


BMX Aerial street course display (in assoc. with Ride BMX and Rock N Roll Bikes.com)

19:30 20.00


BIKEBIZ AWARDS Drinks reception Award presentation

New and improved for 2009 THE Cycle Show has once again filled the floor space of Earls Court with big industry names, many of which have signed up for the first time. Among those taking exhibition space for the first time are: Cooper Bikes, Hotlines, Zillertal, bobike, Wattbike, Pace, Ultramotor, BYO Cycles, No Hills, Veho, Demon Frameworks, Batri bike, Trikke, Finile Figure, Active Live, Seventies Distribution, IMG, Bike box, Sabbath, Trixter, Vitesse, Bullet Distribution, Go Cycle, Cyclodelic, Penny Farthing and Spoke Shirt. Then there’s those that have been so impressed with the show in

previous years, that they’ve upped exhibition space to show more product than ever before. Those who’ve invested in greater space at Earls Court include big name distributors like Jim Walker and AMBA, as well as retailer and last year’s BikeBiz Retailer of the Year award winner, Condor Cycles. Cycle Show’s retail offering is expanded too with the introduction of lighting product for sale, as well as clothing. Exibitors within this space include Endura, Greyville, Spoke Shirts, Sealskinz, Polaris, Nemesis, Surf Sales, USE and Ana Nichoola.

BikeBiz Awards 2009 See you at the main stage SPONSORED by Citrus-Lime and Cube Bikes, this year’s BikeBiz Awards take place within the Arena area at the back of the main hall. A free drinks reception kicks off at 7.30 pm, with the awards themselves starting at 8.00 pm. Nominated trade members, their guests and those sent a complimentary e-ticket are invited to a drinks reception during which the BikeBiz Award winners shall be announced. There will be ten awards in total. These consist of:  INDEPENDENT RETAILER  ONLINE RETAILER  HIGH STREET CHAIN  DISTRIBUTOR – BIKES  DISTRIBUTOR – PARTS & ACCESSORIES


CONSUMER MAGAZINE, CONSUMER WEBSITE MARKETING TEAM MANUFACTURER Plus a special Cycle Show Best Stand award presented by the event organisers. For further details or sponsorship enquiries please contact Carly.Bailey@intentmedia.co.uk



Dozens of distributors, manufacturers, press and bike companies will be showcasing their wares and services in Earls Court this October. Here’s a selection of some of the highlights you’ll see at the show...

BIKE EYE ON stand D8 Bike Eye will be launching and explaining the workings of its unique patented product to members of the trade. The Bike Eye itself is an unobtrusive, virtually vibration-free, rear view awareness aid. The Bike Eye replicates a car’s rear view mirror in terms of its application, giving a stable long distance, knock-resistant and still, crystal clear rear view image. The device’s angle of view is under the cyclist’s thigh during the pedal stroke, and a quick glance in the mirror is all that’s needed. Safety-conscious cyclists will be quick to note that the Bike Eye provides a quicker method of observing than turning, meaning that the rider can observe traffic from the rear more often and easily.

The firm behind the handy device tells BikeBiz that the mirrors are assembled and packed for display in the appropriate left or right road use, and can be quickly and easily adapted to both sides of the frame should the need arise when riding in a different country. The product is more low key than many competitors’ models, and subsequently the firm’s target audience includes cyclists who wouldn’t want a rear view mirror sticking out from their bicycles or helmet. Similarly, it provides appeal to cyclists who have given up using conventional mirrors due to the inherent problems some of them possess. To get a pre-show look at the Bike Eye product, head on over to the site at www.bike-eye.com.

SADDLEBACK SADDLEBACK will present what it describes as some of the most cutting edge equipment seen in the Pro Peloton. Located at stand B9, Saddleback’s stand will see new product from Felt Bicycles, Zipp, Castelli, SRAM and Vredestein. The chock-full stand will showcase plenty of product with speed efficiency at heart. New key models from the 2010 Felt Bicycle line-up – as used by Tour de France star Bradley Wiggins and his Garmin team – will be one among the key attractions.

Attendees will be able to test ride SRAM’s new FORCE groupset and the revolutionary SRAM R2C time trial shifter and see why five of the top six riders in this year’s Tour rate it so highly. With more wins than any other wheel brand in the 2009 TdF, Zipp has two new wheelsets for 2010 that are sure to be winners and you probably won’t want to miss Castelli’s revolutionary new BodyPaint Bibshorts and Moto GP inspired Mannaggia jacket, either.

BIKE DOCTOR THE Bike Doctor will be setting up shop on stand B12 for the Cycle Show and plans to again take all of its equipment by freight cycle and trailer. The Bike Doctor’s Sean Lally tells BikeBiz: “We shall re-brand as ‘Cycle Systems’ and use the show to promote 'The Cycle Systems Academy’, although we shall be discussing other aspects of the company with the public and the trade. “We have several new ventures including the lauch of a Bikeability cycle training arm. We shall set up a mini academy at our stand and will be

providing hands-on lessons in cycle mechanics throughout the three days. Some of these classes will be women only, as women and cycling is the main theme of this year’s show.” Lally adds: “We are also very proud that Mark Dressell, an Academy graduate, will be exhibiting as 'The Bike Tech’. “We shall of course be meeting with our sponsors and welcome any enquiries from the trade concerning sponsoring the Academy to promote their brands or training their staff.”

KOOLSTOP AS well as showcasing its product line-up of brake product, Koolstop is providing a very quirky look at its range over on stand C16. Not content with merely displaying its product range, the firm is also, well, wearing it. Koolstop has created jewellery out of its brake pads. According to the firm: “The finishing touch when you dress up for going out is jewellery.


“The finishing touch for quality bikes is top quality brake pads. We give a tongue-in-cheek look at Kool Stop Jewellery for brakes/bikes.”



POWACYCLE POWACYCLE’S stand at Earls Court will be stocked with its Windsor, Salisbury and Infineum electric bike models. Powacycle is also bringing along some of its folding bikes to its stand (E29). The firm tells BikeBiz: “This year we will be showing the UK’s best selling electric bikes, including the PowaCycle Salisbury

LPX and Windsor LPX, as well as the Puma LPX and Lynx LPX folding models. In addition to this we will be taking the Infineum Extreme range and will also have development images of future models that we will be releasing in 2010 that incorporate the Infineum stackable battery concept.”

GO CYCLE FRESH from bagging Gold at the Eurobike Awards, Gocycle will be bringing its bike to Cycle Show. The prize-grabbing city bicycle combines on-demand electric power with clean urban design. Richard Thorpe, KKL’s founder and Gocycle’s design engineer, says: “Gocycle is a groundbreaking departure from traditional design and manufacturing processes for bicycles, and we’ve delivered it to the market at significant volumes and competitive pricing.”

Thorpe adds: “Gocycle is the lightest production electric bicycle currently available and the first injection-moulded magnesium alloy bicycle in history. We are proud of these and other cycle industry firsts, and we remain focused on leading the industry in design, engineering and production innovation in the urban twowheeler segment.” So to see the bike that landed a Eurobike award after competing against 400 separate entries, head to stand B2.

HOTLINES LAPIERRE, Koga, NS Bikes, Nuke Proof, Ragley, Point One Racing and Straitline are among the brands that Hotlines will be bringing to Cycle Show 2009. The appearance of the full range of Ragley products will give dealers the chance to catch up with the Brant Richards-designed brand. The high performance, recreationally-based bike brand focuses on ride quality and handling above all else, designed for day-in-day-out hardcore performance. According to Hotlines, working with specialist manufacturers and suppliers lets Ragley rapidly get great product to market quickly and efficiently. Shown for the first time in the UK at Cycle 2009, offering 900 lumens of night-

blasting power with a burn time of four hours, NukeProof’s Reactor light is one of the highest performing light units on the market. Packaged complete with different diffuser lens, a helmet mount, a very smart charger, and is sure to be a top seller for commuters and offroad night-riders alike. The Nukeproof Reactor uses the Seoul Semiconductors P7 Emmiter – which combines four LEDs in one single component using the highest commercial grade which is available in a good quantity. The D rated model pushes out 310,000 Lux at just eight watt current drain. The Reactor is suitable for many different types of cyclists, with the Extreme Package priced at £249.99 and features four hours burn with 900 Lumens,

while the Eco Package (£199.99) boasts two hours at 900 Lumens and features a

limited offer of a free helmet mount. For more on the brands contact Hotlines.

tyre. This new-for-2010 tyre features puncture protection, while the all-new Dirty Dan mud tyre will also feature. Distributor Jim Walker will be bringing its two latest signings to the show – including Eddy Merckx Bikes and SUNN mountain bikes. Merckx himself will be at the Walker stand to meet dealers and the show will see the launch of the

distributor’s ‘JW d-ler’ programme. Elsewhere, Fisher Outdoor Leisure will have a commute-themed exhibition with the new Bspoke accessory range, helmets from Met, Smart Lunar and Polaris lights. The Hybrid bikes from Norco’s VFR range will also feature. For more details on any of these exhibitors head to the Cycle Show Guide at BikeBiz.com.

LUPINE ZYRO-distributed Lupine will be exhibiting on the Specialized stand to launch a new promotion. Lupine’s WILMA 5 or TESLA 4 will be attached to selected Specialized top-end full suspension bikes (including the 2010 FSR Stumpjumper and 2010 Enduro). The promotion runs until the end of

November, and consumers will be able to claim their Lupine light until December 13th. Lupine brand manager Neil Mountain will be on the stand to showcase the lights and support the promo. The trade can contact Mountain at Neil.Mountain @zyro.co.uk.

BEST OF THE REST AS covered in more detail in September’s BikeBiz (and online at www.bikebiz.com) Shimano has a huge stand at the show with Madison. Featuring the D12 TT setup and the new Ultegra 6700 groupset, the stand will also include a Shimano Service Bar where members of the trade and public can ask the technical team questions.


Sigma’s new gen of functional and sleeky designed cycle computers – names TopLine – will star at Cycle Show following its appearance at Eurobike. Sugoi’s HOV line for spring 2010 has expanded with the HOV jacket for women set to be unveiled at Earls Court. Bohle UK is to show off a new range of product, including the Schwalbe Kid Plus




PEOPLE AND RECRUITMENT Send your recruitment news to


Wiggle snaps up Lidbury for PR role Stephen Cromwell joins Fisher Outdoor Leisure team  John Kitchiner parts company with IPC’s MBR title EMMA-KATE LIDBURY  ONLINE retailer Wiggle has appointed Emma-Kate Lidbury to the role of marketing assistant. Lidbury originally trained as a newspaper journalist and has worked as a reporter for the past six years, writing for magazines as well as regional newspapers and publications. She told BikeBiz: “I first became involved in triathlon and cycling in 2005 and since 2007 I’ve been a Wiggle-sponsored triathlete. “Handling PR and media for Wiggle seemed not only like a logical step, but it also combines my strongest skills and interests. I know a lot about Wiggle’s products because I’ve trained and raced with (and on) a lot of them.”


Lidbury’s role includes overseeing Wiggle’s advertising and media campaigns in Australia and the United States, and writing for the Wiggle Blog. Lidbury will also create marketing plans for various product lines. “Wiggle is expanding at an incredible rate. We now ship to 70-plus countries and have websites in five different languages – so it’s great to be involved at such an exciting time,” added Lidbury.

Emma-Kate Lidbury

DR NIGEL WILSON  DR Nigel Wilson – currently a senior non-executive director and chairman of the audit committee at Halfords Group – has been appointed as group financial officer for the national

retailer. Dr Wilson will also be joining the board of Legal & General Group with effect from September. JOHN KITCHINER  EDITOR John Kitchiner has left IPC Media’s MBR publication. Deputy editor Danny Milner has taken the reins as acting editor until a replacement is found. PHILIPPE MAUDUIT  THE Cervelo Test Team has appointed Philippe Mauduit to the role of sports director, charged with overseeing the men’s team. Having previously held the same role with team Bbox Bouygues Telecom, Mauduit brings a wealth of experience to the team, along with his own first-hand cycling knowledge.

Mauduit said: “I will spend the rest of this year learning about every aspect of the team – riders, staff and sponsors. They have a good team spirit and everyone seems very motivated. My goal in the coming years is to be able to make a positive contribution to help the riders on the team improve their performance. “I look forward to being a part of the team’s further development and improvement.” Cervelo’s team manager Thomas Campana commented on the appointment: “Philippe Mauduit comes from a professional background. “He’s just finished his university studies in Besancon to become a coach, and he has already participated in two Tour de France races and many others



People & Recruitment is Sponsored by Halfords

as a sports director. Philippe brings to the team a solid knowledge of tactics, strong technical skills, and an ability to coach the young riders.�

Philippe Mauduit


STEPHEN CROMWELL  FISHER Outdoor Leisure has appointed Stephen Cromwell to the role of marketing executive. Having mountain biked for over 15 years, Cromwell brings with him an indepth knowledge of cycle product. Cromwell began his career in the fast moving consumer goods sector and most recently took a role working for a charity. While at Fisher Outdoor Leisure, Cromwell will oversee product launches, point of sale and advertising. The new recruit will also provide support across the range of brands carried by the Hertfordshirebased distributor.




RETAIL ONLY The trade’s guide to the best customer service, up-and-coming IBDs and the hottest products

RETAIL COMMENT ELECTRIC BIKES were last month taken one step closer to becoming mainstream in the UK with the creation of the British Electric Bicycle Association. Founded with the intention to drive up the standards of electric bikes to a level on par with those sold on the continent, the association believes that the market has only scratched the surface of its potential in the UK. The majority of this country’s cycle retailers have yet to embrace the sector, no doubt having been put off by the low build standards seen in the technology’s early years. With the introduction of the BEBA, now is surely the time to look into investing in what is still an emerging market. Another reason why this country has been slow in the uptake of bikes with electric components is the fear of returns and repairs. Coincidentally, training courses in the mechanics of an e-bike are steadily appearing and will no doubt soon be booked up.

“Can you foresee a day when there’s a need to explain whether or not a bike is Bluetooth compatible?” As with all things electric, the technology will, without doubt, change rapidly. Although not an electric bike, the Dahon IOS is already touting its ability to charge phones and all sorts of electrical gizmos. How long until electric bike batteries power in-built computers, giving the everyday cyclist everything from distance readings to the current track playing on the rider’s MP3 player? It could happen and, sadly, probably will if the industry is to bring cycling to the masses who are used to in-car luxuries and comforts. Can you foresee ever having to explain whether or not a bike is Bluetooth compatible, or capable of ‘tweeting on the move’? Lance Armstrong, for one, would surely buy a bike with a keypad at the stem. With the swathes of inventors jumping at the chance to make a buck from cycling’s popularity, it’s no wonder that designs like the YikeBike (pictured left) are taking the web by storm. This model integrates indicators and lights. These are particularly interesting additions that lead me to wonder, as two-wheel popularity escalates, along with the hostility between some motorists and cyclists, how long can it be before manufacturers are including these features as standard? With a battery already on board, it makes sense. So what other obstacles need tackling from a retailer’s perspective? You guessed it, price – but not just the price of the bikes, the cost of replacement batteries can also be a major turn-off for the consumer asking all the right questions. As with all things electric, the cost is bound to gradually decline as designs and technology mature. This in turn is bound to trigger the inevitable price wars. When the market takes off, competition could be fierce. The BEBA has plenty to be keeping an eye on, it seems.



As a retailer keen to push cycling into the mainstream, Simply The Bike goes beyond the call of duty. Read how on page 54.



BikeBiz takes a look at the latest gear set to keep customers warm and visible on the roads as winter draws in...



In need of a solution to your EPOS problems? Citrus Lime tells BikeBiz why its system is ideal for the cycle trade...


Simply the bike

Plain and simple Telephone: 01803 200024 Web: www.simplythebike.co.uk Opening times: Mon – Sat: 09:30 to 17:30

Devon retailer Simply the Bike, like many others, anticipated battening down the hatches through tough times, yet with a little hard graft has delivered some of the store’s best results in recent years. Mark Sutton finds out how these have been achieved… Can you tell us a bit about your business model? We aim to provide quality products and services using friendly, knowledgeable staff. We don’t discount our bikes as we prefer to stress the value of them and the service provided by us. We include a free service with all bikes and include a free helmet or accessory pack. Additionally, we offer cycle hire and repairs. We believe in building a good working relationship with our suppliers by ensuring we settle our invoices on time. How have you prepared your business for the general decline in the economy? We’ve ensured that we are really clear on the customer type we want to appeal to and that we stock the bikes and accessories appropriate for them. This helped us identify what stock we don’t want to hold in the shop, allowing us to reduce inventory cost. Once we were clear on our customer base, we proactively went out and met them. We carried out numerous ‘road shows’ with local businesses, where we took along a selection of bikes for them to review. This worked very well with businesses that are participating in Cyclescheme.


What forms of marketing do you use to attract customers? We prefer to ‘self promote’ the shop. We’ve attended road show events with the local council, local schools and businesses and also met with the Forestry Commission. How’s business at present? And to what do you attribute any rises/falls in footfall? Despite the gloom of the recession, business has turned

In addition to promoting cycle safety to local schools, we are currently in discussions with a local scout group to provide them with cycle related workshops one evening a week. The training given to local schools involves a checkover we’ve dubbed the M-check. We take along numerous bikes with deliberate faults on them. The Mcheck is demonstrated and the pupils are asked why each point

“We ‘self promote’ the shop. We’ve attended road show events with the local council, schools and businesses.” out to be much better than we anticipated. This is due, in part, to people either buying new bikes or getting older bikes repaired as they see cycling as a more economical way to travel. Customer numbers have been reasonably consistent, with May being our best this year. Are you involved with furthering cycling in the local community?

is important. We split them into teams, give them a picture of their allocated bike, ask them to pick a team name and appoint a captain. They are then given ten minutes to M-check their bike. At the end of the session, each captain is asked to show the rest of the class what faults their team have identified on the bike. Recently, we’ve assisted local riders with bicycles and equipment, as part of a

sponsored cycle across America to raise funds for a local hospice. How many staff do you employ and how are they trained? Currently, there are two of us in the shop, myself and Donna. I am Cytech 2 certified, which Donna will achieve in the near future. We believe anyone working in our shop should hold some level of Cytech accreditation, as it shows understanding of cycle mechanics and workshop practices. To what extent does the web affect your approach to trading? We don’t compete with web discounters – it’s the wrong way to take our business and can only drive margins downwards. However, we do have a website where people can view our products before they come in. We only put accessories on the web if they’re in stock, so customers can order items knowing they’re available, and we don’t have to order something and pay the postage costs. We used to price match, now we don’t. We tell the customer immediately that we can’t match the price, explaining the value of buying from us. We try to avoid stocking products that are heavily discounted on the web.

Quick-fire questions... Would you rather have a bicycle shaped object for repair or a customer asking for a discount in your shop? We’d take the BSO without question. In addition to the money we receive for the repair, it gives us a chance to help the customer understand why BSOs aren’t such good value for money as they first seem. It brings a new customer into the shop and hopefully when they see the level of service offered, they will buy their next bike from us. Lycra or baggies? Baggies! For the simple reason that they are much more forgiving than lycra. Most worthwhile trade show of the year? We’d have to say the Core Bike show, due to it being held in a smaller venue and open to trade only. This means it’s a bit more informal than the Cycle Show at Earls Court, giving us a more relaxed atmosphere to talk biz. Favourite customer phrase? What sort of deals can you do for cash?





Oooh, suits you, sir! Many cycle clothing manufacturers are beginning to disguise the cyclist behind ‘everyday’ garments adapted for use on two wheels. Mark Sutton highlights a few subtle market innovations and also a handful of gear for those who aren’t afraid to be branded as a ‘cyclist’…

Walkers WITH THE Serfas catalogue among its portfolio, Walkers has a diverse stock solution to most needs. An example of the brand’s clothing offering are the gloves, which come in a variety of sizes, for men, women and kids. According to Andie Walker at Walkers: “The entire Serfas range is in stock now. And all have great dealer retained margins and, very importantly, are covered with a lifetime warranty.” The men’s and women’s Zen Mitts both retail for just £15 and come in sizes ranging from small through to extra large. The colour options are diverse too, with several colours blended with a shade of black on offer, including a ladies’ specific black and pink mitt (pictured).


The garment utilises 3M Scotchlite technology, via a reflective trim. The stretchy mesh provides a snug fit, while the thumb is towelled for muck wiping. Walkers: 0116 2833885

Chicken Cyclekit THE latest Nalini 70 collection has a wide lifestyle appeal, as well as having a rich history of professional use, seen recently on Chris Hoy and Bradley Wiggins. Nalini also offers a complete customised clothing service, via Chicken Cyclekit, available for amateur teams and cycling clubs. Details of this are found on the distributor’s businessto-business website and are printed in the back of the Cycle-Kit trade price list. The best sellers during summer have been in the well-priced Nalini Base range. An example is the Argentite jersey, which is made from lightweight MantoDry, a strong, yet breathable material. Moisture generated on the skin through perspiration is quickly absorbed and expelled. The optimised synthetic fibre provides constant evaporation and very effective heat exchange. The result is a sensation of freshness on the skin. As added perks, the item requires no ironing and is also soil resistant.

Costing £39.99, the jersey comes in white, blue, red and black. Sizes range up to double extra large. Women are catered for just as well too with several casual and race garments within the line-up. The equivalent to the Argentine jersey for women costs £36.99 and is wicked from the same water-resistant Mantodry fabric. Full details of the, as-yet-untested autumn/winter range are on the Chicken B2B website. Chicken Cyclekit: 01525 381347



Windwave MACE is a rider-owned company, which designs, tests and then redesigns its product alongside its crash test riders. Mace sticks by an environmentally and socially responsible policy, too. One of the more popular garments is the Mace Nos short, a low-profile cargo design, complete with large storage pockets and zip-up thigh vents. Retailing for £64.95 and coming in all sizes from small to double XL, the garment has a durable, water-repellent coating and a built-in stretch shell and rear gusset,



meaning the shorts sit comfortably around the rider’s shape. The Nos shorts are packed with subtle features, too, such as embroided Mace logos and low-profile waist tabs for a secure fit at the hip. The matching jersey, costing £49.95, is designed to be highly breathable in all the right places and as such carries mesh vents on the back and under arms. The garment has a lightweight construction due to its 100 per cent polyester construction. Sizes small to extra large are available. Windwave: 02392 505320

THE top-of-the-line Kenny jacket returns to RaceFace’s winter line. Buyers of this jacket are getting a casual fit that is equally at home off the bike as it is on board. The jacket is built with a ‘Storm Lite’ 2.5-ply laminate waterproof layer, breathable polyester fabric, which holds back the weather, while offering a 5,000g/m2 breathability rating. The jacket comes in a shade of apple green, brown, or in simple white or black. A removable hood, MP3 cord organiser and dual-cord adjustable waist are just some of the jacket’s luxury add-ons. Practical features include a waterproof zipper, two additional under-arm zips for breathability where it’s needed most, as well as a lycra inner cuff with ‘monkey thumb’, which is designed to prevent water entry past the sleeves. The Kenny retails for £149.95. The ladies’ jacket, dubbed the Aquanot, is fully redesigned for 2010. At £139.95, the customer takes away a 5,000 mm waterproof and 5,000 g/m2 breathable jacket with a tailored feel. A drop back features to cover vulnerable bums from mud splash, while a micro-adjustable hood stows into the collar. A perfect feature for when the sun shines. Sizes range from small to double XL. Silverfish: 01752 843882

Paligap WITH both established North Shoreinspired clothing brand Sombrio and Kona’s catalogue on offer, Paligap has one of the most diverse ranges available for retailers seeking clothing coverage in a variety of different styles. Kona’s winter line-up has brought about the Freddy jacket, a £93, heavy-duty nylon DWR coated 3,000mm top layer, with a ‘coolmax’ liner. The jacket carries plenty of adjustable features, including a three-piece adjustable hood and Velcro sleeves. Other features include reinforced shoulder and elbow sections, a ‘music pocket’ and pouches for storage of all things from mobiles to snacks. The Freddy jacket comes in brown, black or blue. Sombrio’s stylish Wildcard short returns for a fourth year, making the garment one of the brand’s best established and bestselling products. The £76 short is fully waterproof and has been 24-hour tested up to WP 10,000mm. The freeride styled short is fully mesh lined with zippers on the thighs for increased airflow. The crotch panel is seamless to prevent chafing. The shorts also include a ‘stealth pocket’. Paligap: 01179 823 673

Zyro BUILDING on the success of the 2008 winter range, the 2009 Altura line-up has been expanded and improved in all categories, with the main areas of focus being the bestselling commuter oriented Night Vision range, the improved Ergo-fit performance range and continuation of the highly successful Attack range for trail riders. The top-end Attack jacket is designed for the trail rider looking to stay dry in the wettest conditions. This range features highly durable fabrics with strong performance provided by React 3 layer waterproof fabrics. It has also been well received by both Singletrack and What Mountain Bike, in which it won the Value Award last year. Retail price for the Attack is £139.99. Zyro stocks plenty more from the brand too, including bib tights and gloves. Examples of these come from within Altura’s Night Vision line. The Night Vision two-piece waterproof gloves are supplied

with a separate liner, which provides a variety of options depending on the weather conditions. The men’s and women’s versions both retail for £34.99. Retailing for £49.99 for the women’s waist model or £59.99 for the men’s bib, the Night Vision tights make an entry in the catalogue for the first time this year. These tights feature thermal stretch fabric and two layered inserts for comfort in the saddle. Zyro: 01845 521700







Moore Large MOORE Large covers head to toe with four brands – Outeredge, Vangard, Tifosi and Lake Footwear. Beginning at the feet, retailers can take stock of Lake shoes, which are the shoes of choice for Carlos Sastre and teams Milram, Cervelo and Garmin’s riders. Lake is about to launch the CX401, which is a custom fit carbon fibre road shoe that can be customised using a conventional oven and can be re-moulded. The CX401 is made from kangaroo leather, with side-mounted push/pull BOA lacing system and temperature regulating heel and tongue liner. It is available in regular fit, wide fit, half sizes and three-hole or Speedplay specific cleat pattern for use without adapters. Vangard offers technical body support for extreme weather

Fisher Outdoor FISHER Outdoor offers the Santini 365 brand, which provides essential performance clothing for all seasons. Santini has graced winners both past and present in prestigious races around the world, making it one of the most recognised cycle clothing brands globally. Unique to Santini is the 365 stock service offering high performance clothing year-round to everyone who is passionate about cycling. Styles and fabrics reflect seasonal changes from late summer to autumn through to the extremities of winter. So whether you need a race-ready Fluid bib short using Santini’s famous TwistGel technology, or an extreme weather windstopper, such as the pictured SMS jacket (£88.89), it’s in stock at Fisher Outdoor now. New dealers should contact Fisher Outdoor for offers and attractive 365 initial stock packages. Fisher Outdoor: 01727 798345 BIKEBIZ.COM

conditions. The range consists of base layers, headwear, leg and arm warmers and gloves. These utilise a range of technologies, from the quick drying Cool Max tech, to the ‘Elite Moisture Transport System’, designed to guide perspiration away from the body. Tifosi’s optics range all come with a lifetime guarantee and offer 100 per cent UVA and UVB protection. Tifosi’s comprehensive range covers interchangeable, fototec, single lens, women’s, metal, RX/prescription, polarised and kid’s models. Moore Large: 01332 274200

Raleigh THE comprehensive Avenir clothing range from Raleigh features everything from summer mitts to durable waterproof shells. A top seller year round in the UK is the Performance Waterproof jacket at £49.99. This is a fully featured, cycling specific jacket made from a breathable outer fabric with mesh liner, reflective piping and finished with an adjustable wrist, neck and waist. The garment comes in five sizes and three colours. Raleigh also stocks Vaude’s clothing range, which is made up of several gloves, jackets and trousers. The Drop pants are a fine example of Vaude’s technical product, utilising a

Sugoi ARM warmers are the new musthave accessory for the winter cyclist, according to Sugoi. In response to a huge demand from consumers the manufacturer has reintroduced its popular graphic arm warmers for autumn ‘09 – as a limited edition, available from September 15th. From colourful Japanese manga inspired graphics to jail-

2.5 layer fabric PU coating for wet weather resistance. As with most garments in the Vaude portfolio, the Drop pants feature various tactically placed reflective trims and a variety of adjustable features. Raleigh 01773 532600 house stripes, a black and white version of the Tatu Arm Warmer and the lovely hearts design, these promise to sell out quickly again, as they did last year. New to Sugoi’s Custom Program come the semi-customised arm warmers and tukes. Dealers, cycling clubs, and triathlon teams can choose between four styles featuring winter and autumn motives, and add their logo, club or shop name to the design. The special offer starts with immediate effect and will last until the end of 2009. Sugoi: +49 (0) 7141 2421362

Hope Graphic NEWLY launched brand Exoteric, available via Hope Graphics, is now available to the UK trade. The company’s mission statement is to produce design savvy, high quality, eco friendly clothing catering for the adventure and outdoor pursuits market. Pictured (inset) is the Flash hoody, the brand’s first ethically sourced hoody printed with 3M Scotchlite ink to give the logo reflective qualities. All the hoodies will have extra features, such as an internal MP3 player pocket, thumb holes on the cuffs and earphone loops on the collar.

Surf Sales PROVIDING the cycle trade with the Dakine brand, Surf Sales carries everything from gloves to shorts and more. Available from March 2010, details of next summer’s range has been handed to BikeBiz. The catalogue will include items such as the Syncline short, of which sizes small to double XL will be available. The garment carries a moisture wicking polyester mesh liner and rear stretch panel for comfort. The

Initially, the brand will offer t-shirts, hoodies and accessories. Other designs are in production and will be available for trade purchase from mid October. Hope Graphic: 0131 554 4002 Dakine’s Chopper jersey is another of the trail-suited garments utilising polyester mesh venting to increase breathability. The jersey features an ‘Aegis Microbe’ shield, which is an anti-bacterial fabric treatment. The Fairway is one of the glove highlights from within the Dakine line-up, carrying a stylish leather back panel and palm, as well as terrycloth thumb panels. The design carries plenty of features useful to a cyclist looking for comfort and durability, as well as practical use on the trail. Take the hook loop closure of the glove – this makes removal a doddle. A knuckle flex panel also features.




The range includes Head Tube Reaming and Facing Tool • Bottom Bracket Threading Tool • Bottom Bracket Facing Tool • Dual Disc Mount Facing Tool • Crown Race Facing Tool • Bottom Bracket Tool • Headset and Bottom Bracket Press Tool • Crown Race Setting Tool • Star Fangled Nut Setting Tool • Drop Out Alignment Tool • Gear Hanger Alignment Tool • Head Cup Removal Tool • Tyre Removal and Fitting Tool • Wheel Dishing Tool • Wheel Truing Stand • Spoke Thread Rolling Machine




Madison BELL has teamed up with renowned Californian skate and surf artist Jimbo Phillips for a design collaboration on no less than seven separate helmets within the 2010 range. Jimbo is an artist from Santa Cruz, California, that was literally raised on eyepopping graphics. His father, Jim Phillips, designed all the artwork for Santa Cruz Skateboards in the 70s and 80s and was the creator of the iconic skate image, the ‘screaming hand’ logo.


The younger Phillips applied his own creative sensibilities to advance the family ‘look’, designing no less than seven helmets in the 2010 line. The Jimbo Phillips Collection includes two graphics on the new Sequence helmet, two on the Variant, two on the Faction skate-style lid and one on the Drop full face helmet. Included in the collection are a pair of coordinated graphics – one on the Faction and one on the Drop – that create a scene when viewed together. Stock is due at Madison towards the end of November. Madison: 0208 385 3385

Hot Wheels EUROBIKE saw the launch of Surface clothing, which comes from the minds behind the massively successful Charge Bikes brand. Nick Larsen, owner of Charge, told BikeBiz: "Clothing has been on my mind for several years, but how to get it manufactured and to then market has been a long process. "We’ve been working on this for a long while, with the help of someone who is a lot more experienced in this area of design and manufacturing. I think the time and effort has paid off.

In the initial range, there are trousers, shorts, jackets, windcheaters, base layers, tech hoodies and gloves, with more designs in the pipeline. "Essentially, the clothing looks like normal casual wear, but performs on the bike. With a careful use of new material technology and creating and dyeing our own fabrics, I think we have come up with a strong line of unique products that will suit both casual cyclists and enthusiasts alike." Many thanks to Tony Farrelly at Road.cc for the below sample snaps, which were taken during September’s Eurobike show. Hot Wheels: 01202 732288




Cervélo releases new colours, Windwave doubles its Marocchi stock and Eurobike launches Moda to the UK...

Cervélo 2010 Madison 0208 385 3385

Cane Creek Reserve headset Cane Creek direct 800 234 2725

Marzocchi 44 RLO and 55 RV forks Windwave 02392 505320

THE CERVÉLO 2010 line up features no re-designs, just a new palette of colours to choose from. It’s framesets only for the UK, as Madison believes 99 per cent of Cervélo customers have their own preferences when it comes to build kits and would prefer a custom build. The S3, the world’s lightest aero frame, will set customers back £3,499.99. Yet for this, the buyer gets a frameset that meets the essential criteria – one that’s aerodynamic, light, stiff and comfortable. The frameset carries Cervélo’s exclusive ‘lay-up’ design, giving it an immensely stiff bottom bracket for optimal power transfer.

THE World Bicycle Relief Reserve headset from Cane Creek is cut from high-grade stainless steel, serialised to commemorate the limited run of 500 pieces. The headsets, made in Fletcher, North Carolina, can only be obtained when ordered direct. Those who secure one of the headsets will receive it in December. With every engraved Reserve headset purchased, Cane Creek will make a donation directly to World Bicycle Relief, enough to provide one bicycle for a person in Africa. To reserve one of the headsets, costing $200, contact jason@canecreek.com

WINDWAVE’s taken stock of both the Marzocchi Bomber 44 RLO and 55RV. The 44 RLO is Marzocchi’s entry-level trail fork featuring a rebound and lock out cartridge, 32mm alloy stanchions and steerer, giving a competitive weight of 2160g. The RLO’s available in 100mm or 120mm and can be converted to 80mm or 140mm via a spacer swap. Its retail price is £229.95. Maroochi’s 55 RV carries 160mm of travel and utilises a coil spring, making it the 2010 incarnation of the popular Z1 Drop Off. It features 35mm alloy stanchions, steerer, and Marzocchi’s new 2010 QR20 system. Its retail price is £349.95.

Giant aftermarket components Giant 01159 775900

Moda 2010 Eurobike Ltd 01332 774796

Buff Cyclone Buffera 01707 852244

FIRST seen last month at a Giant launch, the manufacturer’s now offering dealers a diverse range of own-branded aftermarket parts and accessories. It’s not just one solution to each need either, the brand is offering leisure, intermediate and professional models of everything in the catalogue. The image above is a selection of stems available this season; some are crafted from aluminium, while others are carbon crafted and aimed at the elite cyclist. Also, each model shown comes in different sizes and variations, meaning a customer’s bike can be tailorfitted with the correct item for their measurements.

BY THE time this mag lands, Eurobike's Moda brand will be available to retailers in the UK. The homegrown brand, which Eurobike MD Paul Stewart is enthused about, is designed and built in the UK, utilising components from manufacturers worldwide. Above is the Moda Encore, a high-modulus carbon hardtail carrying a complete XT spec. American Classic, another Eurobike brand, provided the wheels. Having been absent from the UK for many years, its return brings a number of exciting developments to the wheel and hub markets. The build also carries Rock Shox’s Reba SL fork.

BUFFERA’S winter collection has taken on a significant design improvement in the form of a 15 per cent longer microfibre fabric section, designed to improve its versatility in extreme weather conditions. The double-layer microfibre’s blended with a fleece fabric, making for an elastic material, which hugs the skin to keep in warmth and provides great insulation. The Buff garment can be worn as a neckerchief, a balaclava, sahariane, mask and bonnet. Buffera also handles a versatile glasses case product, called Hides, which protects glasses and also works as a lens cloth and lanyard.






Editorial Planner




November 2009  STOCKING FILLERS  TRAILERS/TRAILER BIKES  CYCLE SHOW REVIEW Editorial Deadline: Oct 16th 2009

Advertising Deadline: Oct 21st 2009

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

Thursday October 8th – 11th Earls Court, London www.cycleshow.co.uk

October 2009 PARIS CYCLE SHOW Friday October 2nd – 5th Paris, France mondial-deuxroues.com ROC D’AZUR Wednesday October 7th – 11th Frejus, France www.rocazur.com

DECEMBER 2009  Core Bike Preview  Tyres, Wheels, Inner Tubes and Pumps  Retail Survey 2009  Review of the Year Editorial Deadline: Nov 13th Advertising Deadline: Nov 18th


20 AWARDS In association

JANUARY 2010  Core Bike  Maintenance & Repair: Lubes, Cleaning fluid, Tools, Training Editorial Deadline: Dec 9th Advertising Deadline: Dec 14th

FEBRUARY 2010  IceBike  Cycle Safety: Helmets, Eyewear & Protective Clothing  Frames & Forks  Fisher Outdoor Expo Editorial Deadline: TBC Advertising Deadline: TBC

MARCH 2010  Media and Magazine Focus  Electric Bikes  Folding Bikes Editorial Deadline: TBC Advertising Deadline: TBC

APRIL 2010  Bike Security  Saddles, Posts, Grips & Bottles  Top 20 IBDs Editorial Deadline: TBC Advertising Deadline: TBC

MAY 2010 Energy and Nutrition  Women’s Products  30 Under 30 Editorial Deadline: TBC Advertising Deadline: TBC

JUNE 2010  Complete Bikes  Cycle Luggage  Gears, Brakes & Chains Editorial Deadline: TBC Advertising Deadline: TBC 66 BIKEBIZ OCTOBER


BIKEBIZ AWARDS 2009 Thursday October 8th Earls Court, London www.bikebiz.com CYCLE SHOW Thursday October 8th – 11th Earls Court, London www.cycleshow.co.uk BIKE MOTION BENELUX Friday October 30th – November 2nd Utrecht, Holland www.bikemotionbenelux.nl

November 2009 BIKE BRNO Thursday November 5th – 8th Brno, Czech Republic www.bvv.cz/bikebrno-gb BICYCLE MARKET FUTURE Friday Nov 13th – 15th Frankfurt, Germany www.fahrrad-marktzukunft.de

AWARDS 2009 In association with

December 2009 TAICHUNG BIKE WEEK Saturday December 5th – 13th Taichung, Taiwan www.taichungbikeweek.com

January 2010 ZYRO OPEN HOUSE 2010 Sunday January 17th – 22nd Rudding Park Hotel, Harrogate www.zyro.co.uk COREBIKE 2010 TBA Whittlebury Hall, Northants www.corebike.co.uk

February 2010 TWOO Thursday February 11th – 14th Basel, Switzerland www.twoo.ch FISHER OUTDOOR LEISURE EXPO 2010 TBA www.fisherexpo.co.uk VELOBIKE 2010 Friday February 12th – 14th Kiev, Ukraine www.velobike.kiev.ua ICEBIKE 2010 Tuesday February 23rd – 25th Milton Keynes, UK www.icebike.co.uk

March 2010 TAIPEI CYCLE SHOW Wednesday March 17th – 20th Taipei, Taiwan www.taipeicycle.com.tw



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The standard package includes:  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 To get your company featured here contact: Carly Bailey on 01992 535647 or

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01179 823 673 01908 326000

paligapltd.co.uk madisonb2b.co.uk


0845 310 3670



01707 852 244


COMPANY, BRAND, SHOP AND SALES PROMOTION Peter Dobbs 01482 224007 peter.dobbs@artyfaxltd.co.uk COMPONENTS Bob Elliot & Co Ltd Pace Cycles Limited The Cycle Division USE Ltd EPOS Citrus Lime FOLDING BIKES Montague INSURANCE Cycleguard Insurance


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LIGHTING Exposure Lights Lumicycle

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exposurelights.com lumicycle.com


07789 075 818


RACKS Maxx Raxx Trading Ltd Pendle

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


0117 972 4730



07786 262 460


TRAINING SERVICES Cycle Systems Academy

0207 6082577 cycle-systems-academy.co.uk


08709 771 550


WEBSITE SERVICES I-Bikeshop.com Simple eshop

01709 511766 0116 267 5145

I-bikeshop.com simpleeshop.com




COMPANY PROFILE NEIL MCQUILLAN, MD Citrus-Lime What shows will you be attending in the next 12 months? We are sponsoring the BikeBiz Awards at the Cycle Show and will be exhibiting again at Core Bike in January. Can you tell us about the workshop module in Citrus-Lime’s software? The workshop module calendars each job, tracking it from start to finish. It records each part used and labour, automatically emailing or texting customers on job completion. It’s fully integrated into the Microsoft EPOS system and allows bike shops to manage their workshops in a more efficient, profitable and less stressful way. How’s business? Business is going well. Like everyone we were concerned about the economy and its effect on retail, yet so far we have continued to grow. We are fully committed to the cycle trade and it’s one of only two that we serve – the other being the outdoor trade. In both sectors most of the retailers we work with are reporting growth, although at a lower rate than before the recent economic woes in most cases.

TEL: 0845 6039254 WEB: www.citruslime.com Why should dealers get in touch and what demonstrations are available? Citrus-Lime offers a fully integrated business solution for cycle retailers including stock control, EPOS, workshop management and e-commerce. We offer a full software demo, either face-to-face or online. There is no commitment at this stage and we are happy to talk to any dealers in the cycle sector. How many dealers are you currently servicing in this country? We work with 15 UK dealers, with just over half having EPOS and e-commerce. We also have a number of dealers in the pipeline with roll-outs scheduled for the coming months and we are happy to organise conversations between dealers about to purchase one of our systems and our existing dealers. We are working with Avon Valley Cyclery, Alan’s, the Giant stores and Surosa Cycles. Tell us about your work with Giant: We have been working with Giant Store Cambridge to integrate the franchise’s EPOS system with those at Giant UK. It allows them to check stock availability in Giant’s warehouses in real time from



the POS and purchase order modules. The system also reports sales to Giant’s stock control systems in real time, fully automating replenishment. This kind of integrated supply chain is the future of retail and we want to help the sector embrace this technology to make life simpler and improve customer service. What kind of backup service is available for customers? I know that one of the reasons IBDs often give us for replacing existing system with ours is not because of the increased functionality, but due to a lack of support from their existing suppliers. We’re not a one-man-band outfit; we have a dedicated support team and a ticket-based support system. We aim to resolve problems quickly and have a real commitment to our customers. What can Citrus-Lime offer that competitor services can’t? We offer Microsoft’s EPOS system which provides a dependable core for business, and provides fully integrated e-commerce solutions. We’ve detailed knowledge of the cycle trade and are committed to helping customers improve their businesses.

“One of the reasons IBDs often give us for replacing their existing system with ours is because of our increased support.” Neil McQuillan, Citrus-Lime





































Let’s get statistical…

This month’s vital statistics see thousands take to the streets for British Cycling’s Skyrides and millions of pounds spent encouraging Scotland to cycle, while BikeBiz counts how many bikes Giant has squeezed into its 2010 line-up...

4.1% Despite the fair weather throughout, retail footfall declined by 4.1 per cent for the month of August year-on-year. (Source: Experian National Retail Index)

35 The number of Evans Cycles stores now spanning the UK – four of which have opened this year, the latest in Reading. (Source: Evans)

£5 million The amount the Scottish Government is set to spend over three years to encourage its citizens onto bikes as a means of everyday travel. (Source: Convention of Scottish Local Authorities)

130 plus: The number of bikes in Giant's 2010 line up, the majority of which are available to order now.

15,000 cyclists took to the streets of Manchester as part of the city’s recent Skyride event. The Hounslow gathering drew around 11,000 cyclists, while Glasgow’s organised ride attracted approximately 7,500.

72%: The percentage of businesses that have already experienced trouble due to Swine Flu. 38 per cent of companies believe that the outbreak will eventually result in revenue losses. 74 BIKEBIZ OCTOBER

12.8 million The number of motorists in the UK who own a bike. 5.4 million of these claim to cycle regularly, while just 1.2 million claim to ride almost daily. (Source: IAM Driving Road Safety)



BikeBiz is keen to publish your opinions, whether they’re from letters, emails or via BikeBiz.com... Mail to: Saxon House, 6A St. Andrews Street, Hertford, Hertfordshire, SG14 1JA

Email: jonathon.harker@ intentmedia.co.uk

From the Forum... No brakes? No way...


In my town in Cheshire it has become ‘cool’ for young lads to remove the braking system from their bikes and stop with their shoe on the rear tyre. I’m beginning to think that I should refuse to do any work at all on these unsafe and dangerous machines. Tel

Pure cycling MY name is Andy Layhe and I’m director of the non-profit, independent anti-doping organisation Bike Pure. We are working tirelessly for a better image for cycling and are hopefully laying the foundations for a better future for the younger generations that are entering into the sport. Many companies within the industry are behind us already, including 3T, Chain Reaction Cycles and Token – which produces our Bike Pure 5mm headset spacer that goes out to all our members. Major USA sock manufacturer SockGuy are the latest addition and it is to produce a Bike Pure sock in aid of our organisation, offering a percentage sale from each unit sold to help our campaign. We also have a Bike Pure cycling jersey available,

produced by Blackbottoms in the USA, with a percentage of sales going to Bike Pure. As we are non-profit we are seeking other cycling industry companies to get behind our organisation and clean and healthy cycling to support the message that you don’t have to dope to win. It would be great if companies felt prompted to contact us and help to put something back into the sport. We have several thousand members stretching over 75 countries worldwide and six World Champion cyclists aligned with our philosophy, with over 60 pro riders also supporting Bike Pure. If any of your readers are interested please contact us at www.bikepure.org. Kind regards, Andy Layhe Bike Pure

Star Letter Whether it’s a hand-written, sent-through-thepost 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 win an Ultra Torch Nine from Oxford. Sporting nine LEDs, the light is powerful, tough and splash-proof while also boasting an ergonomic design.


If they want me to fix anything on it I add £35 minimum to the fee and put cheap brakes and levers on. Spike_v1t Why not add on £200 and fit disc brakes? Surely, if they decide to remove their brakes, it’s their choice and shouldn’t affect your decision to make money on repairs? Why charge them over the odds and fit brakes they don’t want? So long as they are confident that they can ride and stop, who are we to stop them? If you feel they are dangerous, sell them a helmet. Mr-C There are certain BMX models which are designed to be run brakeless. In our case, the Stolen Sinner (brakeless) bike was the most in-demand model in the range for 09, and is set to continue into 2010. Try selling a BMX with Ubrake mounts on the fork and see how long it takes to shift. Dan_Split2nd Why not just write on the invoice that it is illegal to use this bike on the public highway without brakes fitted? That way the onus is on the rider, not your shop. Cotterpin

There’s such a thing as duty of care if a cyclist is a minor and not accompanied by an adult. Legal advice has it that ‘as an adult and professional you must not allow a ‘minor’ to leave your shop with a cycle that is in an unsafe, unroadworthy or illegal condition without written authority from the parent or guardian that they take full responsibility’. If you do work on the bike and allow the minor to leave the shop without brakes or another safety defect and the said minor then has an accident or gets stopped by the police, you could be held liable (and there could be a big fat compensation claim coming). Be sensible and cover yourself. DreamMachine Grumpy old men again, eh? Trends come and go and I remember falling from a racer because I couldn’t get my feet out of the toe straps. I can’t remember anyone wanting to ban them... As for riding a bike too small for them, where you been for the last 20-odd years? I ride

BMX and also a 14-inch frame jump bike – both have a rear brake though. Were some of you ever teenagers? Tony140 If you had a motor car garage and removed brakes from a car you would be up in court. This brakeless trend is just nonsense. It’s even worse with large wheel bikes which go fast. NeilMcDonald Like all these things there is no black or white. If you want to be certain that you don’t have any problems with comeback on repairs, then don’t touch anything BMX or otherwise that cannot be made to work to the highest standard. If you are prepared to do anything and deal with hassle as and when it arises then you do what the customer wants. Most of us are between these extremes. We all face the issue on a daily basis. The BSO discussion is fundamentally based on whether the bikes can be made to work properly. What most of us do is to use our judgement. DocB




k c a r T

this month: steve peat is the champ

Jim Rees to tackle 1,000 miles at Cycle OVER the course of the Cycle Show this month, cycle enthusiast Jim Rees will be taking on a 1,000 mile challenge on a static bike with his speed, distance and heart rate displayed on a big screen for everyone to monitor his progress. The British competitor, who completed the Race Across America, which is the longest running ultradistance bicycle endurance competition in the world, is back in London this October for the Cycle Show at

Earls Court to undertake the spectacular enterprise. Jim Rees’ 1,000 miles challenge will raise money for the Wallace and Gromit’s Children Foundation, which supports children’s healthcare throughout the UK. Rees has a passionate belief that everyone is ‘built for greatness’ and is part of Team Inspiration, an organisation that is dedicated to inspiring children with a ‘can-do’ attitude.

Steve Peat is the DH World Champ!

UK riders raise charity cash emulating ToB racers MORE than 1,200 cyclists, including UK Road Race Champion Kristian House, got on their bikes during September to take on the gruelling stage 5 of The Tour of Britain in a UK first. Riders set off at 8am from the gantry outside Britannia Stadium, home of Stoke City FC, for The Prostate Cancer Charity Tour Ride – taking on the exact pro route also undertaken by the world’s top professional cyclists. Many of the fundraising riders chose to take on the full 145km, while others opted for the 70km Challenge Ride route or the 20km Family Ride. The event has already raised over £150,000


to help fight prostate cancer by investing in research, campaigning and offering support and information. Prostate Cancer Charity chief exec John Neate said: “This is the first year of our partnership with the ToB – and we have been delighted with the turnout to our inaugural mass participation event in Stoke. To see cyclists from professionals to families shows that people, whatever their ability, are getting behind our mission to urge people to ‘unite by cycling’ to help fight prostate cancer. It has been a fantastic day and I send my congratulations to everyone who completed the ride.”

FINALLY, after finishing in second position four times previously, British downhill rider Steve Peat edged a win at this year’s World Championships in Canberra, Australia. Just 0.05 of a second separated Peaty from second place and what could well have been a heartwrenching day. To make matters more tense, after clocking his winning run Peat had to sit and watch the final

riders race down the course, with South African Greg Minnaar looking on course to knock him off top spot until the very end of his run. Instead, Peaty took the Gold, notching up the only major downhill racing title to so far elude him. “Over the years the race has become my nemesis,” said Peat. “I don’t think it’s sunk in yet; I’m still pretty overwhelmed with it all. “I’m the oldest guy out there and I’ve been trying for a long time with a lot of second places, but I felt strong coming into this race. “It was pretty emotional putting the jersey on, on the podium, knowing I could wear it as World Champion for the next year. I’ve been trying for a long time and it’s just an unreal feeling.” Sheffield’s finest notched up a time of 30.33 seconds down a treacherous, highspeed run, while last year’s champ and fellow brit Gee Atherton came sixth.




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

• cyclodelic on the hunt for bike bling • charity cyclists take on the tour

Cycling flying high RAF Marham’s finest cycled for charity last month, riding 300 miles in three days from Holyhead, Wales to Cromer, Norfolk. Corporals Lloyd Johnson, Jason Harwood, Dave Warburton and Adam Fitzsimmons took on the cross-country trek for the Lowe Syndrome Trust. The high flyers raised £5,000 for the worthy cause, and if you’d like to add to that figure head over to www.justgiving.com/jasonharwood.

Pictures © Maria Downarowicz

Bike treasure hunt LADIES cycle clothing manufacturer Cyclodelic launched its website this summer in typically stylish fashion with a cycle treasure hunt. Cyclodelic founder Amy Fleuriot told BikeBiz: “Gathering in Golden Square, colourful teams of guys and girls competed in our fashion and photography-themed Bicycle Treasure Hunt around central London.” The attendees took part in fun activities while cycling around the Capital, including re-enacting a Selfridges window display and photographing fabulous-looking passersby. Fleuriot added: “Once back at Velorution we celebrated the launch of our website and online shop with cider,

cupcakes and prizes.” You can find the bicycle bling-stocked site at www.cyclodelic.co.uk



Sponsored by the brands of Moore Large 01332 274252 “It’s absolutely unreal and hasn’t really sunk in yet. “The win’s been so long coming, to finally get here and have an awesome run, it’s unreal. I’ll be busting some celebratory moves on the dancefloor tonight.” Steve Peat, talking to Freecaster.tv about his World Championship win, September 6th

“Up until a couple of years ago, kids were suffering the obscenity of having impotent and demoralised brake mounts de-cooling their life when they rode street. Inexcusable. And frame manufacturers were being forced into producing two versions of every frame just to keep these little pricks (ahem... valued customers) happy.”


www.bmx-tec.blogspot.com, September 1st “This is actually not a workout. This is just something I love doing in Sydney and LA.” What Russell Crowe told a reporter who mocked him for smoking while cycling. Crowe then challenged her to a bicycle ride the next morning, September 4th

“Remember that guy I went looking for earlier in the day while in the patrol car? Well, we got another tip about him walking in the area. This time I’m on my bike. I beat the patrol cars to the area and rode right up to him before he noticed I was a police officer. He just turned around, put his head down and put his hands

behind his back. What is the point in running from a guy on a bike, really?” Fatcyclist.com discusses the perks of policing by bike, September 1st “I’ve always felt that using a bicycle to get around really makes you feel like you’re a part of your city on a whole different level. “Glancing off to the left at something or someone, glancing off to the right to see the harbour. You name it. You’re out in the open and the city embraces you.” Copenhagen CycleChic, September 4th

around London’s drivers. Since going on my first Cycle Friday, I’ve cycled to work on my own three times. Without the LCC’s guided route, I don’t think I would ever have cycled to work.” Claire Arnold, London commuter and now Cycle Friday regular. LCC.org.uk, September 3rd

“I’ve lived in London for over three years and have always been scared about cycling





The price is right...? BikeBiz executive editor Carlton Reid looks at the Taiwan A-Team and asks the trade what it thinks about keeping prices at a high... IS Taiwan’s A-Team a cartel, keeping prices high? It was a question I posed at Eurobike to any bike execs I could nab. And I nabbed lots. From UK suppliers through to Taiwanese company owners and right up to the top of very large American bike brands who rely on A-Team member companies. In reality, I don’t suppose the high-ups in the A-Team gather in smoke-filled rooms, poring over pricing spreadsheets, working out which products should be more expensive than the free market ought to decide. But that the organisation wants to keep prices high is no secret. It states it wants to do this, and will do so by making innovative products and employing savvy marketing. What it can’t do is keep prices artificially high by dictation or by restricting supply. So, what is the A-Team? It was founded in 2003 by Giant and Merida, with 11 smaller Taiwanese companies such as Alex, Cheng Shin, Jagwire and Joy-Tech. Members now include Topeak, SRAM, SR Suntour, Tektro, Wellgo, and many others. Sponsors include Specialized, Trek, Colnago and Dahon. The original aim of the organisation was to help Taiwanese bike companies raise their game, to compete against low-end bikes made in China. In 2008, a book on the A-Team by Jonathan Brookfield said the organisation was an example of “co-operative competition” and was a case-study on how “established producers may counter-attack when faced with the challenges of low-cost competitors”. A-Team members prosper not by cost-cutting, but by “value creation through co-innovation,” he wrote. The Taiwanese government sure likes the A-Team, promoting it as good practice at every opportunity. TAITRA – the Taiwan External Trade Development Council – has helped other industries set up their own A-Team style organisations. A publication from TAITRA said the A-Team had “significantly raised the export volume and average sales price (ASP) of Taiwan’s bicycles.” According to the Taiwan Bicycle Exporters’ Association, for the first five months of 2009, Taiwan

In your opinion, what’s the biggest rush on a bike? Pumping demanding technical climbs followed by challenging descents on a trail that you haven’t ridden before, with mates wha-hoo-ing it up behind you all the way. Try ‘Killer Loop’ in the High Peaks, Derbyshire.

exported a total of two million complete bikes, a 17 per cent drop from the 2008 total. But export value reached $570m, a rise of nearly four per cent, due to a 25.7 per cent rise in unit prices. 25.7 per cent? That whopper of a rise has been put down to higher materials prices, but a slab of aluminium is peanuts in the final price of a bike so there must be lots of other costs being tagged on. Value creation, and then some? Many industry figures – including some sponsors of the A-Team – think a lot of prices are currently inflated. It could all end in tears, believes one UK supplier, an IBD specialist: “I’ve heard from two non A-Team factories that parts makers have been told not to reduce parts prices in line with falling commodity prices. High prices are costing the IBD – and me – business.” How so? “Mass market suppliers don’t use A-Team parts makers so soon there will be a big gap between IBD and mass bikes as the A-Team continues its obsession with price increases,” said the supplier. Nobody wants a race to the bottom of the barrel pricewise but, in a down economy, high prices have a detrimental effect on unit sales. Need they be so high? That’s a question many more industry folks will be asking in the months ahead.

Sub-Editor: Gemma Messina Gemma.Messina@intentmedia.co.uk

Editor: Jonathon Harker Jonathon.Harker@intentmedia.co.uk

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www.the-bike-tech.co.uk What bikes do you own? I own a Specialized Stumpjumper FSR Pro, an old hardtail Stumpjumper A1, and a Santa Cruz Chameleon. The Stumpy was my ride of choice when we did the South Downs Way in-a-day in July.

EDITORIAL: 01992 535646 | ADVERTISING: 01992 535647 | FAX: 01992 535648 Executive Editor: Carlton Reid Carlton.Reid@intentmedia.co.uk

Mark Dressel, owner

Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk

Publisher/MD: Stuart Dinsey Stuart.Dinsey@intentmedia.co.uk

Tell us about Biketech and its aims: Biketech’s primary objective is to integrate with local government, business, charity and education strategies, to help safeguard the future development of environment and health projects. As well as the ability to set up a full workshop on-site for organisations, businesses and schools, Biketech offers the option of a ‘collect and return’ service for individuals. We’re also working on building trade alliances to deliver on-site mechanic services. We’re working with Fisher Outdoor on a number of assembly and PDI projects, and plan to support other partners to help deliver on event, roadshow and launch commitments. What services does your business offer? Our full range of services include: on-site cycle surgeries for corporates and schools, distributor assembly and PDIs, event support, fleet maintenance, 'at home or place of work' bike maintenance for individuals looking for an alternative to the high street and qualified freelance mechanic services for whatever those requirements may be by the trade.




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London's first and only professional cycle mechanic training course. · City & Guilds accreditation · Comply with industry certification standards · Gain a fundamental knowledge of cycle mechanics

A fully-equipped, professional workshop in Central London · Experienced teachers · Lots of hands-on learning · State of the art training material · Employment opportunities · On-going support and community

Become part of a global growth industry. For information please contact: Telephone: 0207 6082577 Mobile: 07786 636771 E-mail: info@cycle-systems-academy.co.uk Website: www.cycle-systems-academy.co.uk Promotional code: BB12F The Cycle Systems Academy is very proud to be be sponsored by:

Profile for Intent Media (now Newbay Media Europe)

BikeBiz issue45, October 2009  

For everyone in the bike business

BikeBiz issue45, October 2009  

For everyone in the bike business


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