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B U S I N E S S

DECEMBER 2016

ISSUE 131


ISSUE 131 DECEMBER 2016

@bikebizonline | facebook.com/bikebiz

F O R

I N

E V E R Y O N E

T H E

B I K E

p51 We hear from you

p25 TfL reveals all

Our annual retailer survey is back to offer industry members an insight into the opinions of the trade as a whole.

We sit down with the head of operations at Santander Bikes for an in-depth look at the history of the scheme.

B U S I N E S S p8 To the Core Core Bike 2017 is fast approaching, but what can you expect to see from the latest show? Find out what’s going to be there in our event preview.

Avocet for IBDs Owner Stephen Walsh talks to us about the recent IBD-only product launches, teaming up with Hero Cycles, and what’s in store for Avocet…

p43

p59 Ducati goes electric

p49 The Bike Place

p14 CMAs return

p30 Pedal It

We find out all about the new luxury e-bikes.

The annual show is back again for 2017.

Find out who won a prestigious Cycling Media Award in 2016.

The Lewisham-based IBD talks about its unique ethos.


Become a dealer today


NEWS

Growth predicted for Scotland’s MTB products incubator

THE SCOTTISH mountain bike industry has been predicted to see an upsurge by speakers at the fourth Scottish Mountain Bike Conference. The conference, which is held every two years. was organised by Developing Mountain Biking in Scotland, a business incubation service funded by the Scottish government. This year’s event was held in Aviemore, with a keynote delivered by Gary Fisher, one of the founders of mountain biking. Steven Findlay of market research company Frontline went through a number of projections for the future success of companies helped by Developing Mountain Biking in Scotland. He said the 194 Scottish companies involved with mountain biking – including tourism businesses – generated £257m in sales in 2015. Findlay predicted that this would rise to £408m in 2025 even without any help from the Scottish government. However, with investment this market size could be substantially increased, he claimed. “Even without any help, the industry will grow more than the general Scottish economy,” he added. Frontline’s analysis – including interviews with 24 mountain bike business – was conducted before the Brexit vote to leave the EU. He told BIKEBIZ.COM

the 170+ delegates at the event that tourism businesses would likely benefit from the weaker Brexit-destabilised pound and that exports would come at a better value too, although much of the benefit could be wiped out by costlier imported components. “We want the mountain bike industry to make more money,” said Moira Forsyth of Scottish Enterprise, “and we want to see more jobs created.“ Forsyth said Developing Mountain Biking in Scotland was charged with helping Scottish-made mountain bike products reach the market. “We more bums on seats,” she said, “and we want those bums to be wearing cycle shorts designed in Scotland.” Developing Mountain Biking in Scotland (DMBinS) is based at the Glentress mountain bike centre, Scotland’s oldest dedicated MTB park, which was opened by Arthur Phillips, a private developer, in the late 1980s. As well as business incubation services, DMBinS offers MTB product testing and links with academia at the Napier University of Edinburgh. DMBinS has developed a 3D mapping portal for Scottish MTB trail centres, featuring headcam videos of all of the centres.

EDITOR’S COMMENT ELECTRIC-SCEPTICS, REVEAL YOURSELVES I’ve never known BikeBiz to be quiet. This month has been no exception – we hosted the CMAs, published the BikeBiz Directory, and collated the results for the annual dealer survey. But the summer trade show rush drawing to an end also gave us an opportunity to focus on individual products, so we’ve been chomping at the bit to trial as many electric bikes as their manufacturers will let us. I’ll admit this is, in part, because e-bikes are an absolute pleasure to ride. Using an e-bike is a completely separate kind of two-wheeled encounter that will never replace the analogue bike in my eyes, but I challenge any electricsceptic to tell me that there’s no value in this side of the market. The tech revolution which we can hardly deny is unfolding around us has made the e-bike sector likely to motivate new cyclists to make a purchase. I am in support of any bike that will get more people off the sofa and into the saddle – it’s better to join the revolution than to fight it. But the primary reason we’ve been researching e-bikes is that we’re very curious as to why nine per cent of respondents to our survey reported wanting nothing to do with them. Responses are welcome. My email address is below. Hayley E. Ferguson can be contacted at: hferguson@ nbmedia.com

BIKEBIZ DECEMBER 5


NEWS

Preliminary results to Cycling UK and Open MTB’s Off-Road survey released THE INITIAL findings for Cycling UK and Open MTB’s Off-Road survey have been made public. The results of the survey, which more than 11,000 people completed between the period of August 24th and October 31st, are currently being analysed by Cycling UK – they will be released in early 2017. Preliminary results show that the off-road and mountain biking community support Cycling UK’s stance that the rights of way in England and Wales are unsuitable; 74 per cent of respondents consider the rights of way currently in place incompatible with off-road cycling. 52 per cent reported using footpaths to avoid traffic danger, and over 50 per cent of participants chose their top off-road campaign goal to be increased access to routes. Under current laws cyclists have a right to use only 22 per cent of England’s, and 21 per cent of Wales’, right of way networks. Cycling UK says that classification of routes is mainly determined by their histories of past usage, rather than by their suitabilities – this can lead to cycling being permitted on unrideable paths, and forbidden on operational ones. Cycling UK maintains that responsible access laws in their current state only benefit the tourism and leisure industry, and argues that they should advance opportunities for trafficfree cycling. “While the national media might

“While the national media might see cycling in terms of gold medals, the unprecedented interest in our survey shows there’s a lively and vibrant offroad community that has real concerns.” Paul Tuohy, Cycling UK see cycling in terms of gold medals, the unprecedented interest in our survey shows there’s a lively and vibrant off-road community that has real concerns which the government is not listening to or doing anything about. This must change,” said Paul Tuohy, CEO at Cycling UK. “The rights of way system harks back to the era when the horse and carriage was the height of transport technology, and unfortunately it hasn’t changed much since then, while the rest of the world has moved on. “So many responses extolled the

mental and physical health benefits of heading out on to the trails, and Cycling UK wants to make it easier for more people to enjoy the benefits of cycling away from traffic in the beauty of our extensive countryside. “It’s going to be quite a battle to change the outdated laws and attitudes which have prevented progress so far, but we managed it in Scotland, and with the offroad and mountain biking community’s help, we can do it too in England and Wales.” “Nationally, nothing is being done about this, and as far as we

Executive Editor: Carlton Reid carltonreid@mac.com

Sales Manager: Richard Setters rsetters@nbmedia.com

Managing Director: Mark Burton mburton@nbmedia.com

Editor: Hayley Ferguson hferguson@nbmedia.com

Production Executive: Warren Kelly wkelly@nbmedia.com

Marketing & Circulation bike.subscriptions@c-cms.com

Staff Writer: Kieran Howells khowells@nbmedia.com

Content Director: Andrew Wooden awooden@nbmedia.com

Design: Dan Bennett dbennett@nbmedia.com

Events Director: Caroline Hicks chicks@nbmedia.com

know the government’s not really got any intention to change the road system. What’s being done is very much on a local level by campaigners and access forums,” Sam Jones, campaigns and communications coordinator, tells BikeBiz. “There’s no overarching governmental strategy at the moment. We are, however, looking to recruit a dedicated off-road officer now. Their job will be to solely promote activity on this issue. We will shortly be announcing recruitment on that. We’re also speaking with stakeholders like the British Horse Society and the Ramblers, to make sure we’re not ruffling any feathers. At the end of the day we’re all vulnerable road users. “We do also run a campaign called Trails for Wales, so we’ll be following up on that too,” says Jones. “In September 2015, we got 4000 people to write in to the Welsh government about this problem. Hopefully England will follow. “If you look at figures, 3.5 million bikes were sold in the UK in 2015,” continues Jones. “As we understand it, 1.6 million of these bikes were sold to new cyclists. We haven’t got the direct evidence, but the majority of the people buying the bikes were doing so for leisure and off-road use. We would therefore expect that with improvement to road access, even if it weren’t a massive spike, we would certainly expect to see an increase in UK bike sales.”

Editorial: The Emerson Building, 4th floor, 4-8 Emerson Street, London. SE1 9DU Tel: 0207 354 6002 BikeBiz is mailed FOC to 4,000+ trade addresses every month ISSN 1476-1505

© NewBay Media 2016 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or any information storage or retrieval system without the express prior written consent of the publisher. The contents of BikeBiz are subject to reproduction in information storage and retrieval systems. Printed by Pensord.

6 BIKEBIZ DECEMBER

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NEWS

FOLLOW US ON TWITTER @BIKEBIZONLINE

ASSOS opens flagship London store

CYCLE

SHORTS ISLABIKES MAKES TYRES The british brand has produced two own-brand tyres after commenting on the limited range of tyre options for children. The two new products are named Gréim, which is a cyclo-cross tyre, and Réidh, which is a general purpose tyre.

KALAS TO SUPPLY BRITISH CYCLING

The new shop features the full ASSOS range

A new four-year deal has been announced between British Cycling and Czech custom cycle wear experts Kalas. The brand will supply the Great Britain Cycling Team with the clothing for both competitive and non-competitive events.

RECYCLABLE HELMET WINS JAMES DYSON AWARD The award, which has been open to university students and recent graduates since 2002, has this year been awarded to the EcoHelmet. The folding recyclable helmet was invented by Pratt Insitiute of Design student Isis Shipper, who received a grant of £30,000 to further the product’s development.

BIG BIKE REVIVAL CELEBRATES 500 EVENTS

ASSOS HAS officially opened the doors to the new Regent Street concept store. The shop has secured a significant place in the ASSOS ecosystem as the first brick and mortar sales hub outside of the brand’s home of Switzerland. It will supply London shoppers with the full range of clothing and accessories. It’s been a landmark year for ASSOS, which recently released the news that it will supply the USA’s Olympic cycling team with clothing for the upcoming seasons, tieing in with ASSOS’ 40th anniversary as a company, which CEO Phil Duff says fuelled the decision to expand its presence into Britain. Duff commented: “The arrival of ASSOS in London is an exciting milestone in our 40-year history. It will be our first international flagship store

BIKEBIZ.COM

outside of Switzerland. London is one of the great cities of the world and in recent years its population has become obsessed with cycling. The growth has been phenomenal. Earlier this

“The arrival of ASSOS in London is an exciting milestone in our 40-year history.” Phil Duff, ASSOS year, Transport for London revealed that the number of bikes will soon exceed the number of cars on the road. Since 2014, the number of bike riders has tripled from 12,000 to

36,000, For many, cycling has become a way of life and with the British success in the Tour De France and Olympics that number is set to grow even more in the future.” The Regent Street shop is designed to help cyclists discover the optimum kit for their build by providing the opportunity to road test the performanceled range in-store. A speciallydesigned elliptical changing room, complete with a sample of every garment in the collection, gives customers the option to trial the range on a racing bike and speak to in-store specialists about their needs. Ab Rogers, son of renowned architect Richard Rogers, the man behind the TATE and the V&A, designed the store interior for ASSOS.

The Cycling UK initiative was started to persuade more people to cycle in Scotland. Following a successful year, the company has now hosted over 500 events since midSeptember. Over 81 community groups, businesses and charities across the country have partnered with The Big Bike Revival so far.

WIGGLE ADDS UPDATES TO APP SERVICE Cycle sports retailer Wiggle has launched an update to its app, which now includes access to an events catalogue page. The 2017 catalogue will help customers to browse upcoming data and information in a simple and fast format when on-the-go. Users can search for relevant information by date, location and sport discipline. The app will also suggest events based on searches.

For breaking news visit:

www.bikebiz.com BIKEBIZ DECEMBER 7


CORE BIKE 2017

NEED TO KNOW WHERE: Whittlebury Hall, Towcester, Northamptonshire, NN12 8QH

WHEN: Sunday 22nd Jan 09:00 – 17:30 Monday 23rd Jan 09:00 – 17:30 Tuesday 24th Jan 09:00 – 16:00

CONTACT: Keith Jepson – Max Bikes PR team@maxbikespr.co.uk Call: 07531627433 www.corebike.co.uk

Show preview Core Bike returns for its 13th staging. Kieran Howells reports on what attendees can expect from the 2017 edition of the Silverstone-based industry gathering…

8 BIKEBIZ DECEMBER

FROM January 22nd to 24th 2017, those in cycle retail will once again flock to Whittlebury Hall in Northamptonshire for the first major cycling event of the New Year – the 13th annual Core Bike trade show. This year’s show is set to feature an expanded lineup of exhibitors, a host of new and innovative products to test, and a chance to get your questions answered by some of the key staff behind many of the brands on display. Notable additions to the 2017 exhibitors list include established names like Felt and Magura, along with industry giant ZyroFisher, and returning mainstays such as ASSOS, 2Pure, Chicken Cyclekit and Hotlines Europe, amongst others. For many, the show presents an ideal opportunity to discuss the coming year, and get a first-hand look at some of the products that

will fuel the emerging trade of the next 12 months. Each year the organisers make an effort to divert from the usual chaos of conventional trade shows by doing away with the vast exhibition space format in favour of more intimate and relaxed halls and small rooms. No doubt a contributing factor to its success, the Whittlebury Hall venue remains the spiritual home of Core Bike, and is located a stone’s throw from the famous Silverstone Circuit. On the subject of the upcoming show, a spokesperson from the Core Bike Show group told BikeBiz: “We can’t wait to be back at Whittlebury Hall this coming January; we have more brands, exhibitors and products to share than ever before. The core values of the show that were instilled 13 years ago continue today with the 2017 products on show in a relaxed and friendly environment.” BIKEBIZ.COM


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CORE BIKE 2017

HOT PRODUCTS: Some of the new products on offer at this year’s show… Knog’s stylish Oi Bell

Yeti’s popular SB5+ MTB

i-Ride will showcase the Extreme RR shoes

Race Face’s aggressive trail wheelset

Pedro’s: a trusted name in cycling tools since the 1980s

2Pure / Lizard Skins have a new range of colourful bar grips

Q i-Ride In 2017, after several years’ absence, i-Ride is returning to Core Bike. The distributor will be displaying a selection of products from its 32 brands. From high-end bikes and top-level componentry to commuter essentials and clothing, there will be a diverse range of products, such as the Northwave SS17 clothing and shoes, the hotly-anticipated Extreme RR and Outcross shoes, and the Rainskin shield jacket. The event will also see the whole range of Argon 18, De Rosa and Orro bikes on display, along with the new Fulcrum range, the Racing Zero C17 and Speed 40C. New colours and designs from Catlike – including the latest Olula helmet – will also be shown off. Q Knog Knog recently regaled the summer trade shows with the new Oi Bell range. The Australian company launched the idea on a Kickstarter BIKEBIZ.COM

campaign, whose success was fuelled by the product’s cuttingedge new design and style. Designed to fit almost any cylindrical bar and available in four colours, the Oi Bell comes in two sizes so that it fits neatly on a commuter, MTB, touring or city bike. Q Yeti The SB5+ from Colorado brand Yeti Cycles is the latest development of one of their most popular all-mountain bike. Born from the trails of Colorado, the bike represents its lightweight and nimble on climbs and dominant on descents. The 650B+ bike has been designed to perform out on the trail and offer serious fun and grip. The bike features a carbon fibre frame design, internal cable routing, BOOST spacing, 120mm of Switch Infinity suspension and elevated chainstays.

Q 2Pure/ Lizard Skins New for 2017, the MacAskill grip is Lizard Skins first single-sided lock-on grip and the most technical one in their lineup. Designed and ridden by Danny MacAskill. 2Pure will be showcasing the new grip at Core Bike in January. The brand will be talking to dealers and displaying the new products in the Monza Room at the show. Q Pedro’s Pedro’s has been a leading tools brand since the 1980s. A number of updated tools will be at the show, including the professional-grade Headset Press for accurately installing headsets and press-fit bottom brackets. Features include removable, 33cm, ergonomic handles, a precision roller thrust bearing for low-effort pressing, a quick-release lower press module for fast tool positioning and removal, and a working range from 60mm to 320mm. Two sets of

adapters are included with the press. Q Race Face Race Face is a company run by mountain bikers, so when they set out to design an aggressive trail and enduro wheelset, they had one simple goal – to make the wheels that they wanted to ride with. What they created was the Turbine R wheelset featuring the Vault hub and 30mm internal Turbine R rim. Vault is the heart of the wheelset and the first Race Face-branded hub built from the ground up. The oversized hub shell provides the opportunity for performance gains: increased rear drive torsional stiffness by up to 20 per cent, and increased lateral stiffness. Available in 650B or 29” sizes the Turbine R wheels are suitable for trail and enduro bikes. www.corebike.co.uk BIKEBIZ DECEMBER 11


CORE BIKE 2017

FLOOR PLAN *subject to change

Sunday 22nd Jan 09:00 – 17:30 Monday 23rd Jan 09:00 – 17:30 Tuesday 24th Jan 09:00 – 16:00

EXHIBITORS n 2Pure n ASSOS SBO UK n Buffera n Chicken Cyclekit n Citrus-Lime

12 BIKEBIZ DECEMBER

n Cyclescheme n EBC Ltd n Endura n Extra UK n Felt Bicycles

n Fox Head Europe n Gore Bikewear n Hope Technology n Hotlines Europe n i-Ride.co.uk n Ison Distribution

n Moore Large n Silverfish n SIWIS n Upgrade Bikes n Windwave n Zyro-Fisher

BIKEBIZ.COM


A NEW PLAYER IN THE WORLD OF CYCLING

Optimises cyclist’s cleat position by precise laser adjustment to ensure the effectiveness of pedaling. As a result, improving performance and reducing injuries (tendonitis, back pain, joint pain…) Super-positioning the axis of the foot (metatarsal head of the big toe) on the axis of the pedal. Hence, we have optimised energy transfer (position determined through laboratory research)

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PERFORMANCE OPTIMISATION

The most important point in optimizing pedaling efficiency remains the point of contact between the foot and the pedal. With the innovation of the new measuring device of ML Cleat® Morphologics, it is now possible to adjust the cleat of the cyclist’s in minutes with laser precision ( MTB and Road ). 2

LASER PRECISION

ML Cleat® of Morphologics, accurately measures the feet of the cyclists based on both the position of the heel (calcaneus bone) and the precise location of the joint of the big toe (sesamoid bone) measured at the same time.

contact@morpho-logics.com

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IMMEDIATE REPORT

It only takes a few seconds to get the measurements of the feet and then transfer the measurements on to the outer sole of the cyclist’s shoe, thanks to the tiny laser beam. 4

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After having measured the cyclist’s feet, it is hence very easy to position and secure the hold on the shoes since the axis of the cleat should be at the level of the joint of the big toe. The position of the foot in the shoe will therefore be comfortable and the position of the cleat will be perfect which will then optimize the pedaling efficiency to the maximum.

www.morpho-logics.com


CMA REVIEW

BEST BROADCAST COVERAGE

BEST CYCLING PODCAST

BIKE Channel

The Cycling Podcast

MAGAZINE OF THE YEAR

MAINSTREAM ONLINE

MAINSTREAM PRINT

Rouleur

BBC Sport Online

The Guardian

14 BIKEBIZ DECEMBER

BIKEBIZ.COM


CMA REVIEW Cycling Media Awards 2016 partners…

BLOGGER OF THE YEAR

CYCLING MEDIA LEGEND

Chipps Chippendale

Tym Manley

PHOTOGRAPHER OF THE YEAR

SPECIALIST WRITER

WEBSITE OF THE YEAR

Marshall Kappel

David Gould

Bike Radar

CMAs 2016! The cycling media’s high achievers came together under one roof to celebrate one another’s achievements over the last year. If you didn’t make it, don’t worry, we’ve got you covered... BIKEBIZ.COM

The Islington Metal Works opened its doors to the 2016 Cycling Media Awards, hosted by Rebecca Charlton. The night kicked off with a speech by Filippo Ubaldini, CEO of the BIKE channel – BikeBiz’s official media partner – who discussed the need for the industry to work closely together in the coming year. The first award of the evening for Magazine of the Year went to the Rouleur team, for their consistently high-quality output. Bike Radar took the Website of the Year award, while David Gould picked up the BIKE Channel-sponsored Specialist Writer accolade for his work with Singletrack. Best Coverage by a Mainstream Print went to the team at The Guardian, which was awarded by sponsor Green Commute Initiative, and Best Coverage by a

Mainstream Online went to BBC Sport Online. 2016 has been a busy year for the BIKE Channel team, who filmed the event for a special and picked up the Best Broadcast Coverage award. Event sponsor Crotch Guard handed out the prize for Best Cycling Podcast to the team at The Cycling Podcast, and the Blogger of the Year, sponsored by leading solid tyre brand Tannus Tyres, went to Chipps Chippendale. The second Rouleur win of the night went to Marshall Kappel, who won the Photographer of the Year award. Last but by no means least, Cycling Media Legend, the only award of the evening chosen by the BikeBiz Team, went to Tym Manley for over 30 years of continued dedication to the cycling media. BIKEBIZ DECEMBER 15


MAXXIS

Derek McMartin, managing director

Amy Cahill, marketing manager

Stephen Robinson, cycle brand manager

MAXXIS: GAINING TRACTION IN THE UK Hayley E. Ferguson explores the past and future of Maxxis Tyres, along with its manufacturing, customer relations and marketing strategies in an interview with managing director Derek McMartin, marketing manager Amy Cahill, and cycle brand manager Stephen Robinson...

DEREK, WHAT kind of education and experience led you to be in your position? What are some of the responsibilities that your job entails? DM: I’m a qualified toolmaker. I left to get a degree in engineering, and then went and worked at Rolls Royce Aerospace making engines. The engineering background is unbelievable. I have to understand the technical questions in my position, and that background allows me to challenge engineers on what they’re doing. It’s good. They listen to whatever I say, so they know they can’t just fob me off. So eventually I just worked my way up at this point. Maxxis has a global board of marketing, and I’m the European representative of the global board. 18 BIKEBIZ DECEMBER

So anything that happens in Europe on the marketing side, I’m there. Stephen, how does your role at Maxxis compare to similar roles across the trade? How much do you have to do with other aspects of Maxxis? SR: I can only directly compare this role to my previous one – the two are very similar, but I only have to focus on one brand now. At Raleigh, I looked after 15 or 16 brands. So I was very fortunate to walk into a role at Maxxis – it’s broadened my horizons. I have many fingers in many pies. I wouldn’t say ultimate control, but major control. We just look at how to make the most impact. It helps to have a very good boss who understands that the cycle industry

is very different from others covered by the company.

“The engineering background is unbelievable – it allows me to challenge engineers, and they know they can’t just fob me off.” Derek McMartin, Maxxis

As I understand it, Maxxis’ 50-year anniversary is this year! How will you be marking the occasion? DM: Maxxis is actually about 20 years old, but it’s owned by the family brand, Cheng Shin, which is much older. After years after selling Cheng Shin, it was a matter of finding a brand name we could use in Europe. It was a global decision – an election. There were 100 names, everybody pooled in, and then Maxxis won. It was a strong name – the double “x” represents power. We can’t say exactly what we’ll be doing to mark the anniversary, but there’s lots planned. We’re BIKEBIZ.COM


MAXXIS

looking at a lot of smaller, global activities that would involve our distribution network. What have you spent the last year doing to grow the brand? AC: This year has been about getting the brand established, and educating the IBD about the fact that the brand is available as a broad spectrum. Our goal in the next three or four years is getting a good foothold in the road sector. We offer a great product range in that sector. If I’m being perfectly honest, we can do absolutely no advertising and still sell MTB tyres, but if we promote and educate the end-consumer, we give back to the IBD. So the IBD gets the whole marketing experience, and we get digital assets from it. BIKEBIZ.COM

“We’re always interested in grassroots sponsorships. We like to help young people coming through – the emerging athletes.” Amy Cahill, Maxxis

Over in Asia, Cheng Shin is dominant across cars, vans, everything. But in Europe, Maxxis is still a developing brand, other than in mountain bike tyres. It’s just leveraging that market penetration – we obviously do road tyres, BMX tyres, but a big focus for the UK operation is making sure that it’s not mountain bike tyres that we do. We went to Hardrock, so for the first time we had a stand with all the tyres. That stand was just rammed for three or four days. There were enthusiasts looking at the road tyres who didn’t even realise that we did them, which is one of the challenges that Stephen’s been tasked with. What we don’t want, though, is to forget about mountain bike sector. Competition moves quickly. We try

to tackle both road and off-road. But our market strategy is to penetrate the road side. We’re going with both. With the brand being so big in Asia, the whole strategy is that anyone who wants a Maxxis tyre gets one, and it’s making sure that all the dealers have the ability to buy Maxxis tyres. We’re also always interested in grassroots sponsorships. We like to help the younger people coming through. The emerging, young athletes. We just try to sponsor key people in the industries on which our products are focused. We actually have a meeting with a relatively new cycle team next week… they’re female riders. I would love to sponsor even more female riders. It’s not that we don’t BIKEBIZ DECEMBER 19


MAXXIS

choose to – we need them to show themselves! So, we’re growing the brand that way. Sponsorships make it more visible. We’ve also got an advertising strategy with consumers, and online. We work with the main B2C magazine titles, so as to show the dealer network that we’re pushing people to the brands. I don’t believe in expecting the IBDs to do all the work – it’s a mutual relationship and we should both be supporting them. SR: One of the bits that we’ve discussed is when people have been on another brand of tyre for whatever reason, we’ll go out give them a tyre to try. We’re looking at working with some of the IBDs, giving them the opportunity to give a tyre to a customer to use, and let them see for themselves that it’s as good as we say it is. Client relations are at the heart of your company – how do you maintain your customer-base? DM: Our UK customer base is basically maintained through Extra, but we do try to make the end consumer aware of the product that BIKEBIZ.COM

“We like to say that we’re the biggest tyre company you don’t know.” Derek McMartin, Maxxis

drives them into the IBD. AC: Our meetings with Extra are crucial, because we really respect our IBDs. All our messaging comes through Extra. DM: So, we like to say that we’re the biggest tyre company you don’t know. The majority of our tyres are at the premium end, but it doesn’t matter if the consumer is an enthusiast or a pro, they all want the best. It’s hard to say that we always aim for a premium-end customer. Our ethos is “a customer for life”. We start with push-chairs, moving onto cycle tyres – if you just want to ride up and down the road, or get a bit more professional, we’ve got that too. Within the same range, we cover all the categories. From there we move up to scooter, car, and then wheelchair. It comes from the top – if you don’t make money with Maxxis, I want to know about it, and we’ll take care of that. We want to give all of our customers – whichever point in the chain – value for money. We recognise that a shop needs to make profit, and that a customer wants good value for

money. So it’s about making sure that everybody in the chain is getting what they need. AC: We’re also working on communication with the IBDs, who have never had direct contact with us. With motorcycles and cars it’s the opposite. That’s not to push the sales, but to let them know what we’re doing, and how they can use what we’re doing to sell and push the brand. My angle on it is trying to make sure that IBDs are informed, so they know that the brand is here to work with them. At the moment we’re working on a new POS. There will be display stands to increase the presence in the shops and inform them more about our range. One of the things that is being communicated back to us that our range is extremely complicated in terms of pricing. To communicate the difference in quality so a consumer understands it is really difficult. If you put the search term “Maxxis tyre” into Google, you can find them at different price points, but they’re just not the same. We want to dispel confusion for the consumer.

BIKEBIZ DECEMBER 21


MAXXIS

What did you use your time at the Cycle Show for? SR: It wasn’t really about launches. We generally launch at Taipei and Eurobike, and a little bit at Interbike. The Cycle Show was more about education than product launches. Our goal over the next five years is to inform people of the fact that we’re not just a MTB brand – we’re a multi-brand. At the Cycle Show, we had the whole range, and the contact with the end consumer and IBDs. Wherever we go, people say they don’t know we cover more than MTB, but we’ve actually got one of the biggest ranges in the world. The road tyre is just as good as the MTB, or the BMX – everything is at the same level. What about manufacturing? DM: I would challenge anybody to say they make more tyres than us. We make over one million per day. That’s about 100,000 per day just in cycling. If you look at the bicycle, we have two proving grounds. Almost all the factories we have are in Asia. That’s where all the raw material is. The world’s natural 22 BIKEBIZ DECEMBER

rubber comes out of Malaysia and Thailand, so we were lucky that we were formed in an area nearby – it minimises shipping costs. If people ship rubber to other parts of the world, it becomes a lot more expensive. Tell me about your research and development – what kind of work are you putting into these areas? DM: It’s actually the key to everything we do – the pinnacle thing. Years ago, we had discussions with the head of R&D. He said we couldn’t make a certain tyre, and I said we could. We just need to get the best material, best processes. We always strive to be ten per cent better than the competitor – whatever we do, if we come out with something. Unless we can podium, we won’t release the product. The engineers will spend time across different projects, and they learn from these areas. For example, when you look at bicycle and motorcycle tyres, the technology is pretty similar. The bicycle tyres are actually more technologically advanced.

“With car tyres, people don’t research the specs. The UK cycle community, on the other hand, will look at specifications, structure, and performance.” Derek McMartin, Maxxis

With car tyres in this country, people don’t research the tech specification. They tend to just walk into a garage, unless they’ve got real brand loyalty. On the other hand, the UK cycle community will look at technical specifications, structure, and performance. The pursuit of excellence has been picked up by the cyclist. We’re still building towards that in the car. What’s in the pipeline? SR: We’ve got a new wide trail tyre coming out. The market has seen a growth in the wider tyres. The wide trail is designed to work specially with an internal rim of 33mm or wider. It comes with 26-28mm internal rim. The standard tyre will have a round profile, so you go from a 26mm to a 35mm. If you fit a standard tyre to a wider rim, you lose the profile of the tyre and it becomes very flat, and you lose all the performance. This is where our wide trail tyre comes in. It’s designed with a wider volume to allow space for the rim. We launched our first wide trail-specific tyre in Taipei Cycle, and the second at Eurobike. BIKEBIZ.COM


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CONGRA ATIONS L T U to all t ners! h e Cycling Media Award win

Here’s to another year of journalism excellence in the world of cycling For more information on how we work with cycle retailers through our Cycleguard Partnership Scheme call 01452 or email

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partners@cycleguard.co.uk

Cycleguard is a trading style of Thistle Insurance Services Limited. Lloyd’s Broker. Authorised and regulated by the Financial Conduct Authority. A JLT Group Company. Registered office: The St Botolph Building, 138 Houndsditch, London EC3A 7AW. Registered in England No 00338645. VAT No. 244 2321 96. TPD0673 1 1016


SANTANDER BIKES

The new Santander app is available on both iPhone and Android

Taking London up a gear Having hit 53 million hires, Kieran Howells speaks with Matthew David, head of operations at TfL, to get the latest on the UK’s biggest cycle scheme... SIX YEARS ago, the then-mayor of London Boris Johnson lobbied for the introduction of the first citywide cycle scheme to ever be introduced onto the bustling streets of the capital. With the aid of Transport for London, Serco, and significant support from Londoners, the hire system was officially implemented, changing the way people travel in the city. Fast-forward to the present day, and Santander’s bike scheme is doing extremely well. With a successful app launch under its belt and a new bike in development, head of operations at TfL Matthew David sat down with me to give his perspective on the past, present and future of Santander bikes. There’s some confusion surrounding the origins of the London cycle scheme, could you clear that up for us? The scheme started in 2010 under the direction of Boris Johnson as mayor. TfL followed that lead and created the service on his request. BIKEBIZ.COM

Some people believe that it was under Mayor Livingstone, but certainly, it was Boris who drove it forward into fruition. We went live on July 31st 2010, and we introduced the casual hire December of that year. What key elements defined the success of the scheme? We’ve been running for six years now, and we’ve amassed 53 million hires. When we went live I wasn’t sure that Londoners would take to it or not. The only reference we had was the Paris scheme, which had massive problems with theft and vandalism. In fact, it lost almost 90 per cent of its bikes in the first year, so we knew that ensuring that the bikes were secure would be an essential element of our own scheme’s success. We needed to keep its integrity; if people thought they could steal the bikes readily, then the whole scheme would have fallen over.

How many docking stations are currently in London? As of right now there are 785 docking stations around the city. That makes just short of 22,000 docking points.

“We’ve been running for six years now, and we’ve amassed 53 million hires. When we went live I wasn’t sure Londoners would take to it or not.”

What system was put in place to evenly distribute the bikes? Circo are contracted to operate the scheme for us. They have software packages that they use to run the numbers and basically guide their drivers to the stations in the mornings and take the bikes to places of high demand. It’s a constant challenge. It’s the greatest challenge that we have. At the end of the day, people just want to hire a bike and return it somewhere convenient. What are the main benefits of membership? You sign up once, you give your details once, and then you can go up straight away and unlock a bike. You don’t have to mess around with BIKEBIZ 25


SANTANDER BIKES The new Laser light fitted to a Santander bike...

the terminal at all. You go straight to a dock and release a bike. We have 24-hour membership, which starts at £2, or an annual membership, which is £90. What is the average journey undertaken on a Santander bike? We don’t have GPS trackers, so we know where a journey starts and ends, but we have no way of knowing where the rider has been in between. The average journey time for a member is around 15 minutes, but what’s more encouraging for TfL is that casual hires are at around 32 minutes in length, meaning that people are cycling for a significant period of time. You recently released a mobile app, how has it been received by the public? The app is really exciting for us. It’s the latest technology; more and more people are using it every day. It allows people to hire a bike without a key, and about ten per cent of our hires now come through the app. It’s also used a lot for checking to see availability, which is extremely useful for commuters. We recently heard about the brand new Santander bikes, how 26 BIKEBIZ DECEMBER

did Pashley win the contract? We announced the plan and companies put in bids – each one presented different options and also a different bike. We evaluated value for money, and efficiency, and Serco was successful in winning the bid. They subcontracted the bike production to Pashley. What are the best features on the new bike? Serco, working with Pashley, was able to identify some of the common areas that needed improvement. These include accessibility of parts for easy repairs and maintenance, and updates to the lighting system. From a customer perspective, people commented that the bike is a bit heavy and it may be difficult to manoeuvre; with the new bike we’re using 24” wheels and a smaller frame that is 2kg lighter. We’re hoping that it’s going to encourage people who don’t currently use Santander bikes to have a go. And when will the public see the new bikes? The public will see those in operation by early 2018, and the plan is that we will replace the

older, worn-out bikes as they come in, at around 500-600 bikes per year.

“The public will see the new Santander bikes in operation by early 2018, and the plan is that we will replace the older, worn-out bikes as they come in.”

Brighton recently announced plans for a cycle scheme, do you think that this trend will continue across England? Very much so. The first UK national bike share meeting was held yesterday, so there were various cities there. As you say, Brighton was there, Manchester is gearing up to assess bidders for their scheme, Reading, Slough, and Glasgow have their own schemes. Cycle share is definitely very much on the up. Do you think that London provides a good example of how cycle schemes can work? I’m not arrogant enough to say it’s perfect, but the proof is there – 53 million hires since we started. People wouldn’t use a scheme that didn’t work. We’ve learned lots of lessons that we really feel like people will benefit from. Even simple things like the location of docking stations, which is key to a successful scheme. We have a wealth of knowledge that we’re more than happy to share with other cities. www.tfl.gov.uk BIKEBIZ.COM


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ACT

CYTECH INCREASES GLOBAL NETWORK Following the recent announcement that Cytech training is now available in Canada – making it the fourth country to adopt the training scheme – Natasha Murray takes a look at how the programme has developed to become the international training and accreditation scheme for bicycle mechanics that it is today... OWNED BY the UK cycle industry via the Association of Cycle Traders (ACT), the Cytech programme was introduced to the trade roughly 30 years ago. Since then, Cytech has delivered over 11,000 technical courses to candidates from all over the world – from Namibia, to Switzerland to Bahrain, and many more. A RECOGNISED QUALIFICATION Cytech courses teach and promote high standards of technical skills to the industry, having been designed to allow staff to realise their knowledge and abilities with industry qualifications. Starting with the online entry-level course available to all cycle employees, with locally adapted versions to accommodate regional requirements, Cytech consists of a comprehensive range of technical classes. They are designed to take the most inexperienced mechanics and mould them into master professional cycle technicians. So where did it all begin? In the late 1980s there was a court case in the UK involving a well-known IBD and a bicycle accident. The cycle 28 BIKEBIZ DECEMBER

shop owner was asked to prove his ability, but with no existing qualifications at the time he couldn’t. To prevent similar situations arising, the ACT – which assesses and appoints all Cytech training bodies internationally – introduced Cytech. The courses are now recognised as industry standard, not only across the cycle trade, but also across insurance companies, local councils and independent organisations running cycling events. Prior to launching the training and accreditation scheme, not only did businesses have no way to prove their capabilities in the event of a customer complaint or lawsuit, but they’d also be rolling the dice when it came to hiring competent staff. Nowadays, with the online Cytech directory displaying details of every qualified person, it’s simpler for both employers and customers to check a mechanic’s credentials. The newly launched Cytech jobs board has also made it easier for businesses to find qualified candidates to fill their vacancies worldwide. With bike technology moving

“Prior to launching the training scheme, businesses had no way to prove their capabilities in the event of a customer complaint or lawsuit.” Natasha Murray, Association of Cycle Traders

faster than ever before, Cytech looks to ensure that training remains relevant and up-to-date. Cytech technical three has recently been restructured into a modular format to give technicians more flexibility, with the option to complete specific topics separately or all at once, and more content has been included, such as electronic gears, fat bike wheels and tubeless tyres. The addition of the new technical e-bike course earlier this year provides mechanics with the skills and confidence needed to set up, repair and sell a broad spectrum of electric bicycles. Demand for training shows no signs of slowing. With four training centres here in the UK and even more international expansion planned for the future, Cytech is continuing to grow, and intends to secure its place as the recognised training and accreditation scheme for bicycle mechanics worldwide. For more information visit www. cytech.training or contact Cytech on 01273 427 700 or info@ cytech.training. BIKEBIZ.COM


PEDAL IT

A different kind of dealer SITUATED ON Lee High Road, in South East London hotspot Lewisham, Pedal It is something of an anomaly. Hayley E. Ferguson talks to recent business owner Markus Blanshard, who has been working to revitalise Pedal It’s heritage by growing the space into a community initiative… IN AN area that is known for performing inadequately on education indicators, with employment opportunities few and far between, Pedal It’s staff strive to give back to Lewisham wherever they can. Opened in the 1940s, the shop has a long heritage in south east London, and has been known by many names. “I suppose I’ve always been a bit of a social worker at heart,” says owner Markus Blanshard. Since buying the business in 2014, he has offered experience to as many disadvantaged young people as possible. “I work with the BEP in Lewisham. They tend to have a group of kids in their network who have fallen out of mainstream school. They’ll ask if we can take someone for work experience – we’ll have them on for the next year or so.” Following recovery from an 30 BIKEBIZ DECEMBER

assault that left him badly injured, local BMX rider Jamie McKechnie took a job at the shop. “When we first met Jamie, he had recently moved into the area. He walked in, scouting the shop and people, mostly to see who we were and what we did. He enquired about doing voluntary work; his brain injury had left him with limited communication and movement. Ever since he has been with us, he has had a lot of local support. Customers love him, and his condition has improved. We’ve seen him being more mobile and actually riding his bikes.” McKechnie had been on track to become a professional BMX rider before the assault – a number of UK riders and magazines were already aware of his work. “He just wanted to be around bikes and those who love them as much as he does – we wanted to give him that

“The BEP in Lewisham tends to have a group of kids who have fallen out of school. They’ll ask if we can take someone for work experience, and we have them for the next year.” Markus Blanshard, Pedal It

opportunity.” He now runs his own brand, Ghetto BMX. “Jamie wanted to have something that he could call his own. Although currently a small sideline, he does sell Ghetto BMX t-shirts and stickers.” McKechnie has now become a major part of the team. “He helps build boxed bikes, and enthusing young riders into BMX riding by doing what’s in his blood. “It’s not always about what goes through the till. For me, it’s about helping people. We’re a business, but it’s about giving back.” The company also accommodates unemployed individuals where possible: “We’re trying to facilitate job seekers who want to come down to the shop and borrow a bike so that they can get to interviews. It’s something we want to do to get people back on the road, and get them mobile.” Pedal It has certainly been blessed with a BIKEBIZ.COM


PEDAL IT

longstanding history in Lewisham, which has allowed it to service the community. But the fact remains that Pedal It is still a business. “We’ve got really good connections from the time that [the old owners] were here. We’ve built networks with businesses in the area. If you look at the schematics of the area, there are Halfords and Compton Cycles nearby, but if you look at the way that people travel, they’re not competition. They’re on different routes. It’s about trying to bring something in from that. And we know we can’t beat the internet, so we try to be as active on social media as possible.” Developing customer relations is at the heart of Pedal It’s business side. “We generally try to be approachable. We always try to give impartial advice where we can. We won’t give a hard sale – instead, we ask someone what kind of bike they’re after, and try to fit them with the right one. If it’s a bike that we don’t stock, we send them off to Evans, or tell them to have a look in another shop. If we find you the right kind of bike, you’ll come back for a helmet, or a service package. Spread it over two years, you’ve got a loyal customer.” Blanshard talks about plans to bring in more hire bikes, in order to facilitate a loan scheme for Lewisham residents. “Something like a library card,” he says. “It does help to offer hire. Especially during the summer.” Indeed, in a London BIKEBIZ.COM

borough, storage space doesn’t come cheaply, limiting fairweather cyclists from having a bike of their own. Alongside that, gentrification is sweeping the South East, increasing the number of hotels in the area and bringing in business for hires from nearby Greenwich. Alongside workshop classes, Pedal It offers a 24-hour service; as long as the necessary item is in stock, one of the staff will stay late to get a bike in order. This amenity is usually used during bigger events, when customers might have a race the next day, and need a part fitted immediately. But occasionally, they get a client who desperately needs work done. “It’s steady during the week, but we’ll find that often somebody needs their bike for a Monday morning to get to work. That’s when we stay late. It’s funny really, because we’re quieter during the week and,” he gestures at the printing business sharing the shop floor, “they’re really busy. On the weekend, it’s the other way round.” Late last year, the company launched a Crowdfunder campaign to transform the surplus shop floor into a cycle café. The original aim was to offer work experience to young people looking to start a career in hospitality. Ultimately, however, the plan fell through in lieu of a better offer from the printing business. “It just seemed like a really good fit,” says Blanshard. It’s undeniable that the

“So it’s about the professional side of it: ensuring the shop can exist, but also helping people whenever we can.” Markus Blanshard, Pedal It

two shops working side-by-side contributes to Pedal It’s welcoming, quirky appeal. On the subject of workshop services, Blanshard continues: “If you come in with an electric bike, that can be more of a problem. We’ve had to diversify the business. We’ll always send someone off with a loan if we’re servicing their bike, but we can’t really do that with e-bikes. We have a few, but it’s not a massive market for us yet. It’s something we’re looking into.” “Even though we started out working on a shoestring budget, we’ve brought up a lot of community awareness. I suppose I’ve been quite active with contacting people, local clubs, schools, which has helped to build bridges and get people in the know. It’s taken some hard work, not just myself but from the staff. But we’ve had more reviews in comparison to any other bike shop in the area. “So, it’s about the professional side of it: ensuring that the shop can exist, but also helping people whenever we can. They’ll always remember when better fortune comes to them. And then they come in and buy something.” As I step outside, Blanshard motions toward a man seated on a sleeping bag across the busy high road. “He’s my next charge. He’s been there for a few days. I’m going to go see what we can do for him this afternoon.” BIKEBIZ DECEMBER 31


SOCIAL MEDIA

Social media heroes The internet is woven into the fabric of our lives and, like it or not, social media is a key thread of that fabric. Laura Laker looks at how bike businesses around the UK are harnessing its power...

SOCIAL STATS

41.8 million

77 per cent

adults use the internet daily or almost daily

of adults buy goods or services online

54 per cent of adults purchased clothes or sports goods, the most popular type of online purchase, online in 2016

71 per cent of adults use mobiles or smartphones to access the internet – the most popular way, followed by a laptop or netbook

63 per cent of adults use social media

The secondmost common internet activity in 2016 Finding information about goods and services (undertaken by 76 per cent of adults)

BIKEBIZ.COM

91 per cent of adults 16-24 use social networking

25-34 The age bracket most likely to buy clothes or sports goods online (73 per cent)

ACCORDING TO the Office of National Statistics (ONS), the internet was used daily or almost daily by 82 per cent of adults (41.8 million) in Great Britain in 2016, with 77 per cent of adults buying goods or services online – clothes and sporting goods were the most popular online purchase. Social networking is a key part of that online experience, used by 63 per cent of adults, and nine per cent of adults who bought online made a purchase via an advert on a social media website or app. People check Twitter, Instagram and Facebook feeds to share news and images with friends and members of their wider communities, discuss issues they care about, and find anything from lifestyle inspiration to local events and shared interest groups, as well as products. It makes sense, therefore, that businesses should use social media to tap into and become a part of those communities. As Natasha Murray, marketing and communications for the Association of Cycle Traders, puts

it, social media is more than simply another way to sell things. “Social media has changed the way consumers and businesses interact with each other,” says Murray. “It’s now more important than ever to have a social media presence to avoid missing out on huge opportunities for increased traffic, brand awareness and ultimately, sales. “In today’s retail environment, where customers are constantly comparing prices, specialist retailers should be using social media to let customers know about what makes your shop unique – not just what products are for sale. The people who work in the business, the events or rides your customers are invited to and most importantly the expertise, advice and service you can offer are all key to what makes your shop special, so use social media to shout about it!” This month, I caught up with four different businesses in the cycling industry to ask how they use social media, why, and how it benefits them, and to get them to share the secrets of their success. BIKEBIZ DECEMBER 33


SOCIAL MEDIA

THE BIKE SHOP: WHICHER T/A BIKES DIRECT TYPE OF BUSINESS: Cycle outlet LOCATION: Unit 14 Havenbury Ind. Estate, Dorking SOCIAL MEDIA: Twitter: @BikesDirectUK Instagram: @bikesdirectuk Facebook: www.facebook.com/ bikesdirectuk Max Whicher, director

Describe the business: We’re a cycle outlet in the Surrey Hills, offering bikes to everyone from the barely-walking to the all-out enthusiast. What type of social media do you use, and how often do you use it? Instagram: Maximum once a day, minimum once a week. (Great for 34 BIKEBIZ DECEMBER

creative types) Facebook: five to seven times a week (Great for paid campaigns) Twitter: one to five tweets a day (Copywriters and tech-savvy audience – huge click-through rates) Our target audience is broad, so it’s sensible to cover as many demographics as possible. They all have their pros and cons, as well as a specific posting style. When and why did you start using social media and what effect did this have on business? When I took over the shop four years ago, at 19 – I’d worked there from 13 – I knew social media was hugely underserved in the bike industry and as soon as my first sale came in through Instagram, it was onwards and upwards. What aspect of your business do you promote via social media and how? One thing that is often misunderstood about social media is that it’s not another sales

channel, it’s to create, build and grow brand awareness in the most friendly, personable way possible. I use the jab, jab, jab, right hook approach, which basically means every jab is added value – top tips – and every right hook is a sales line – 24-hour flash sale. Non-stop right hooks and you’ll just annoy everyone.

drive all sales to all people. Some people still prefer buying in shops! Does your location dictate how much of the former/latter? We focus on localising our social media activity so most people can swing by for a coffee or chat, but if you’ve got a super swish e-commerce site then location doesn’t matter.

What proportion of business/ traffic/sales is generated by social media? Let’s just say, the only money we spend on advertising is through social media and we’ve had steady growth over the last four years I’ve been doing this.

What type of customer do you attract via social media? Mostly young parents but we have anyone from kids who have persuaded their parents, to bring them to grandparents bringing their grandchildren.

What do social media customers buy? Do they buy online or do they come into the shop? Everyone is on social media now, so essentially anything and everything. I would say if you’ve got the personable approach nailed, they’ll come in the store and want to compliment you on your social media but effectively it will

Any advice to other shops looking to attract customers using social media? I would strongly encourage all small businesses without a huge disposable income to look into social media marketing. If you’ve got the time it can be free – if you don’t, it’s very cheap (www. spinbrands.co.uk) BIKEBIZ.COM


ebiz

F O R

E V E R Y O N E

I N

T H E

p19 Zéfal factory tour

2017

FORWARD FEATURES

p9 Zyro-Fisher

p41 Carlton in Leicester

The brand talks about the aftermath of the giant merger.

p49 Highway Cycles

Our resident guru heads to the 2016 Advocacy Conference.

p29-33

p56 Managing Stock

Our dealer profile of the month goes to the historic shop.

Citrus-Lime talk us through stock management.

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ISSUE 127 AUGUST 2016

@bikebizonline | facebook.c

om/bikebiz

E V E R Y O N E

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p35,36,37 Press Camp

MARCH 2017 - Cycle Media Focus: Magazines & Websites - Innovation Lab special

p67 Women’s products This month we look at the best new products created specifically for women.

Team BikeBiz heads to East London to check out one of the hottest events in the calendar.

JUNE 2017 - Cyclocross Bikes & Accessories

B I K E

B U S I N E S S

p10 Eurobike

Carlton Reid takes us on a trip to Deer Valley, USA to attend an unusual product launch...

FEBRUARY 2017 - Urban bikes: Hybrids, Folding Bikes, etc - London Bike Show issue: Extra distribution - Made in Britain: Manufacturing Special

B U S I N E S S

Founder Alicia Bamford tells us why she started an independent clothing company.

You spin me right round

F O R

JANUARY 2017 - Workshop: Cleaning, Tools & Repair Spares - Core Bike Show issue: Extra distribution - Bike Place Show Issue: Extra Distribution

B I K E

p42 Queen of the Mountains

Team Bikebiz take a trip to France to see how Zéfal keep production quality high.

p29,30 Buzzbike

The return of the European juggernaut is just around the corner, Kieran Howells reports...

A new cycle scheme is poised to sweep London, Kieran Howells finds out what the brand is all about...

Brexit

p13

How will Brexit affect the cycling industry? Carlton Reid tells us everythin g we need to know…

JULY 2017 - Women’s Specific Bikes & Accessories - Cycle Lights - Drive Train: Chains, Gears & Cranks

p63 BIKE

p47,49,50 Get Cycling

A new cycle-specific channel airs in the UK

p41,42 Brixton Cycles

We find out about a brand opening up cycling for all

p65 CMAs

Our dealer profile this month is the famed London store

Team BikeBiz have something very special to announce...

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AUGUST 2017 - Includes: Eurobike Guide supplement - Mountain Biking: Bikes & Protective Clothes

ISSUE 128 SEPTEMBE R 2016

om/bikebiz

F O R

E V E R Y O N E

OCTOBER 2017 - Road Cycling Bikes & Accessories - Cycle Show issue: Extra distribution

MAY 2017 - The UK’s Top 20 IBDs - BMX: Bikes, Parts & Accessories

NOVEMBER 2017 - Stocking Fillers: Gifts under £20 - Triathlon: Bikes & Gear

I N

T H E

p42 Illuminating

B I K E

B U S I N E S S

p13 Pashley at 90

Moore Large sheds some light on Xeccon, including the brand’s history, and where the future lies for this not-so-new lighting company.

p26 Pro-Brexit

As they enter their 90th year of trading, we take a look back at the defining moments in Pashley’s history, and find out what’s in store for this iconic brand.

Industry expert David Wilsher offers a counter-opinion to Executive Editor Carlton Reid’s Brexit article published in the August edition of BikeBiz.

Rental arithmetic Is a rental business a viable addition to a bike shop? cycle hire industry’s biggest We talk to three of the names to get the answer...

SEPTEMBER 2017 - Child’s Bikes, Trailer Bikes, Helmets & Accessories - Clothing & Accessories: Winter & Reflective

APRIL 2017 - Cycle Fashion: Clothing, Eyewear & Accessories - Electric Bikes

@bikebizonline | facebook.c

p53,54,55

p67,68 Getting kids on bikes

We investigate what’s going on in children’s cycling.

p20,22 Making connections

p73,74 Winter wear

We head to CSG’s HQ to get the latest from this distributor.

Delve into the world of winter warmers in our sector guide.

p29,30 It’s a mystery

This month, our mystery shopper is at large in Essex.

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p17 The NEC Cycle Show

T H E

B I K E

B U S I N E S S

p29 Assos overhaul

We spin our wheels at the biggest UK-based bike show of the year!

p47 E-bikes extended

We get chatting with Assos CEO Phil Duff about roots, the changing of hands, tackling sexism, and the Olympic kit.

In our extra-long e-bike section, we interview the Electric Bike Corporation, and get the scoop on Batribike’s launch.

Eurobike, at last! Team BikeBiz (finally) make the annual pilgrimag e to Friedrichshafen on the Bodensee in Germany , where we see a whole host of weird and wonderful things…

DECEMBER 2017 - Retail Survey 2017

p9-14

p41 Citrus-Lime

Grant Hadwin’s back to tell us about marketing at peak times!

p54 The Lycra Virgin

p37 Mystery Shopper

One reader examines the finer points of first-time Lycra use.

Our mystery shopper takes their covert operation to St. Albans.

p52 New Products

Kieran Howells walks us through the latest and greatest in bikes.

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ISSUE 130 NOVEMBE R 2016

@bikebizonline | facebook.c

om/bikebiz

Want to advertise in any of these issues? Contact Richard Setters 0207 354 6028 or email rsetters@nbmedia.com

F O R

E V E R Y O N E

I N

T H E

p9 The Vegas show Didn’t make it to Interbike? We visit Las Vegas to check out which brands are causing a stir in the American market.

B I K E

B U S I N E S S

p20 Original ellipticals

p15 What’s new at the NEC?

Sales manager Chuck Day tells us about the unique ElliptiGO bikes, and why inventor Bryan Pate chose to start the company.

We head to Birmingham, where England’s biggest cycling celebration has the latest products to hit the shelves on display.

Rising republic Our exclusive interview with managing director Peter Kimberley about the promising future of the Cycle Republic…

Want your company or product to be involved with any of these features? Contact Hayley Ferguson hferguson@nbmedia.com or call 0207 354 6018

p23

p31 It’s a mystery...

Our mystery shopper

heads to

p53 Electric legislation

p45 Wom

p60


SOCIAL MEDIA

THE CYCLE CAFÉ: LOOK MUM, NO HANDS (LMNH) TYPE OF BUSINESS: Cycle café, bar, workshop, shop with branded clothing range LOCATION: 49 Old Street, London, EC1V 9HX and 101 Back Church Ln, London SOCIAL MEDIA: Instagram, Twitter: @1ookmumnohands Facebook: www.facebook. com/1ookmumnohands/ Alex Davis, social media for LMNH

What type of social media do you use, and how often do you use it? We use Twitter, Facebook and Instagram – a minimum of one post on each every day. We used to send more newsletters but I’ve been running out of time to do a decent piece. If it isn’t good, I don’t do it. Instagram is the most active and engaging of the three right now. What aspect of your business do you promote via social media and how? My mantra is “Coffee, bikes, cycling, beer, products and events”. All aspects will rotate around different channels, and it’s important to respect the medium: don’t try and cross-promote, keep your tweets on Twitter; Facebook loves photos and events; Instagram wants sexy images. What do social media customers buy? Do they buy online or do they come into the shop? We have a lot of people in daily and we’re not tracking how or why they came to us. We get a lot of

BIKEBIZ.COM

people making a look mum no hands pilgrimage because of the amount of press we’ve had and being one of the biggest, longeststanding “successful” bicycle cafés. No one else is really doing it like us. Does your location dictate how much of the former/latter? When I worked in Essex [in a former role] we saw a direct correlation with social media and people turning up for events. People would look online for somewhere to go [because it was a small Essex town] and come along and say hi. But London people are busier, more tired, live further away. The lmnh brand brings customers in; they are aware of who we are and what we do, and come in when it suits them. What type of customer you attract via social media? We have people who like the concept online and products but don’t come in, locals who like what we do and pop in for coffee and food, but might not follow us online, people who come in for

events and return when it suits them, workshop folk [coming in for bike repairs, etc], and office workers in suits coming for meetings because we’re “quirky”. Any advice to other shops looking to attract customers using social media? Above all, good social media allows people to easily contact you, to ask “are you open” “what food do you serve” “can you fix my bike?” and to share food/products on Instagram. It’s a fantastic way to connect to your customers, followers and fans. It gives people an idea of what you’re up to, who you are, where you are. Good social media should complement a great business, though – no social media will save you if there’s bad service or products. More and more people would rather message you digitally than pick up a phone. If you can’t do that, you will miss out on a huge audience.

BIKEBIZ DECEMBER 37


SOCIAL MEDIA

THE ONLINE SPECIALIST RETAILER: CYCLECHIC TYPE OF BUSINESS: Online cycle shop SOCIAL MEDIA: Instagram:@cyclechic_uk Pinterest: @Cyclehicltd Facebook: https://www.facebook. com/ Cyclechiccouk-163905550388142/ Caz Nicklin, founder

Describe the business: An online shop selling stylish cycling accessories to people who want to look good on their bikes. What type of social media do you use, and how often do you use it? Facebook, Instagram and Pinterest, but the latter two work best for us. When and why did you start using social media and what effect did this have on business? The business started as a blog so social media has always been part of our marketing mix. In the last year Instagram has been a really good way to engage with our customers and seems to have a positive effect on sales, although it can be quite hard to quantify.

38 BIKEBIZ DECEMBER

What aspect of your business do you promote via social media and how? I think the key thing with social, especially Instagram, is getting your brand values across and what you stand for as a company instead of just simply product offerings.

“Our business lends itself to social; cyclists are part of a community, and that’s how social media works.” Caz Nicklin, Cyclechic Any advice to other shops looking to attract customers using social media? Our business does lend itself to social, as cyclists are very much part of a community, and that is really how social media works: building and talking to your community. My advice would be to give customers something they want to see rather than constantly pushing products. And, you need to enjoy it and make it fun. The minute it becomes a chore, it will show.

THE FRAME BUILDER: HARTLEY CYCLES TYPE OF BUSINESS: Bespoke frame and bike building LOCATION: 1 East Dulwich Grove, Peckham SOCIAL MEDIA: Twitter and Pinterest: @hartleycycles Facebook: www.facebook.com/ Hartleycycles/

Describe the business: Bespoke bike frames and bikes out of stainless steel and steel. What type of social media do you use, and how often do you use it? Mainly Instagram and Twitter, and I try and post about what I’m doing each day, so behind the scenes in the workshop, along with sometimes more polished studio shots, or anything relevant I’m doing, like events. When and why did you start using social media and what effect did this have on business? When I started the business, it was mainly as a way for people to get to know about me. It was an easy marketing tool, and a way of showing people what I was doing.

What proportion of business/ traffic/sales is generated by social media? Quite a lot of people find me through social media, a couple of conversations on social media have turned into orders – then you know it’s direct. Sometimes press will find you via social media, then if you get editorial content obviously more people hear about you. People I don’t know have even recommended me! What type of customer do you attract via social media? My customer base is mid-30s to 60s, maybe even a bit older; on social media it’s definitely the younger end of that range. Any advice to other shops looking to attract customers using social media? I’ve chosen social media that’s quite visual, because the way I work is quite visual. My advice would be: keep it specific to your business and what you’re doing, don’t put pictures of your dog if it’s not relevant. Try to keep it interesting. I try to think of social media as a whole story, so if you look at your whole feed and it all looks the same, I don’t think people will follow that as much. Keep it interesting as a whole, as well as each individual picture.

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AVOCET

Avocet-ing the pace Hayley E. Ferguson meets with business owner Steven Walsh to uncover what Avocet’s new structure represents for the British-run company… IN SUMMER 2015, Indian manufacturer Hero Cycles secured a majority stake in bicycle distributor Avocet Sports as part of an international expansion effort. As Hero’s first acquisition outside of India, Avocet has undergone a major transformation. “Teaming up with Hero has really dominated our activities for the past year or so. They have introduced a lot of new methodology into Avocet,” says Steven Walsh, Avocet owner. “We have brainstormed continually, and our European strategy has slowly but surely been evolving to the point where we can now see the future for our group very clearly. The final structure was agreed at a meeting of stakeholders in Zürich, straight after Eurobike. We’ve spent a year integrating accounting systems, but fundamentally, they just leave us to it. They’re extremely supportive, great people to work BIKEBIZ.COM

with, and very talented.” A true cycling giant, Hero manufactures up to 20,000 bicycles a day, most of which are typically known as the black bicycle. These mass-market vehicles are, unsurprisingly, all painted black, produced to the same specifications: single speed, low saddle posts, and a hefty weight. They represent 35 per cent of the Indian bicycle market. “What’s happening is that the growing middle class in India have seen other kinds of bicycles out there,” Walsh explains. “Until recently, nobody was servicing that demographic. And the fact that the market was about to change so rapidly must have startled Hero a bit. That’s one of the reasons that they bought Firefox, which gave them access to the Trek distribution for India. “They’ve spent so long making

“Teaming up with Hero has really dominated our activities for the last year or so. They’ve introduced a lot of new methodology into Avocet.” Steven Walsh, Avocet

this kind of bicycle that to change as quickly as they needed to in order to satisfy the demand for mountain and road bikes overnight would have been almost impossible without coming to somewhere like Europe – this was the easiest target for them. “Hero spent a lot of time examining the UK and European markets, looked at all of our competitors, and then came to us to propose working with them to help them grow their European presence over a five-year period, and to help them with the rapidly changing market situation in India,” says Walsh. “This has really opened our eyes to the possibilities in Europe. The owner, Pankaj Munjal, is extremely visionary: he’s got big ideas and dreams, and is a motivator who surrounds himself with top people. I’ve learned a lot from Hero in the BIKEBIZ DECEMBER 43


AVOCET

last 12 months.” In an interview with BikeBiz earlier this year, Munjal predicted that Avocet would double in the next five years – Walsh is more ambitious now. “Doubling within two years is quite likely, but we will roll out each new project in a planned and timely fashion to achieve the achievable. This year has been one of integration and consolidation. We have very big expansion plans for 2017 and beyond. We’re all committed to the programme and have some big dreams to realise together.” Immediately after the acquisition, Avocet introduced Hero to a Sri Lankan company called BSH. Hero purchased the factory four months later in anticipation of the duty exemption status that Sri Lankan companies expect to be announced in January 2017. “It’s all related to the human rights targets which 44 BIKEBIZ DECEMBER

“It’s early days, but the indications are that India will be the biggest market for some Avocet brands before too long.” Steven Walsh, Avocet

have been set. The factory will become a major supplier to Avocet. Around 80,000 units have already been produced there this year,” says Walsh. “Hero is looking all over Europe at the moment for more acquisitions, some of which we’ve introduced them to, and some they’ve found their own way to. I’m sure in the next few months there will be some exciting announcements.” With backing from Hero, it’s hardly a wonder that Walsh expects to see a positive reception abroad – several brands are already in the process of being launched to the dealer market in India. “It’s early days, but the indications are that India will be the biggest market for some Avocet brands before too long.” “At the moment, I’m trying to convince Hero that assembly should take place in the UK. The

manufacturing is almost gone here, but there are actually a lot of smaller companies who are making fewer than 300 bikes every month. It tends to be the people making carbon frames. So I’m exploring the possibility of setting up a big factory in Europe. Obviously I’ve got a big board of Indian directors to convince that now’s the time to do it. We’re starting to look at potential grant money, locations, container terminals, distribution, and so on.” In terms of big projects in the pipeline, Walsh is eager to tell me about Hero having signed off on a European Centre of Cycling Excellence, close to the Manchester Velodrome where Avocet holds its regular board meetings. “We were competing with London, Copenhagen, Amsterdam and Berlin for the location, and Hero has recruited some of the finest BIKEBIZ.COM


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AVOCET

European designers of bicycles and frames. The facility can house 70 people and it’s just four minutes by tram to the city centre. It has its own gymnasium, restaurant, and conference facilities, and a big showroom. It will store all the latest CAD-CAM equipment and some testing machinery. The unit will design products for the entire group there.” The facility’s launch is anticipated to be at the end of January next year. “Eurobike has been a great platform for our big push into Europe. We’re working with the various UK trade bodies to identify our target customers, but there’s no substitute for taking your products to the big European exhibitions.” As Avocet has grown quite rapidly, Walsh admits that it hasn’t been particularly good at controlling distribution of brands BIKEBIZ.COM

such as Viking and Coyote. Due to discounting on the internet, the company has lost some market share with the IBDs. In an effort to reverse that, the company launched five IBD-only brands at Eurobike. The response has, apparently, been tremendous. “The Ryedale bikes were the first to launch. The reaction and demand have been overwhelming. We’re not offering entry-level products anymore, our focus is on key price points within the middle market and the IBD-exclusive programme. “The pledge is that you won’t see them all over the internet with discounted prices. They really are IBD-only brands. Whilst we do have Viking tandems, which will be sold through several channels, we’ve now got a new range of tandems under the Simmensohn brand that’s aimed at the European brand. It’s supposed to be a bike that would

“The pledge is that you won’t see them all over the internet with discounted prices. They really are IBD-only brands.” Steven Walsh, Avocet

appeal in Sweden.” The new range of electric bikes focuses on key consumer requirements within each demographic sector. “Quality at affordable price points was where we started. We are now in our sixth year dealing with the same manufacturers; that says a lot. We’re finalising 2018 models currently, and the software features and benefits will be amazing.” Avocet is also working on a new range of folding bikes that Walsh hopes to launch before Easter next year, along with a gravel bike. “It’s our effort to kind of woo the IBDs back. I think that we’ll hold our hands up – we did turn our backs on them for a while with some of the activities that we undertook. But we’ve really come to realise that they’re the lifeblood of the industry.” www.avocetsports.co.uk BIKEBIZ DECEMBER 47


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NEED TO KNOW VENUE: Silverstone Race Circuit, Northampton

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OPENING TIMES: Sunday, January 29th – Tuesday, January 31st 2017

CONTACT: info@thebikeplaceshow.co.uk

The Bike Place show returns to its home at the Silverstone Race Circuit in 2017, with a bigger floor space and new exhibitors... THE ANNUAL Bike Place show will return in January 2017, for an expanded seventh installmentt. The organisers have confirmed that the exhibition space will now encompass three full halls in the Wing Building from January 29th to the 31st. The first Bike Place debuted in 2010 and has steadily expanded, now encompassing a wide array of distributors and brands. Additions such as the indoor demo and test track which made its first appearance at the 2015 show, the “corridor of classic” which showcased a range of rare and vintage bikes at the 2016 edition, and a strong list of celebrity guests, have maintained the show’s reputation as a must-attend event. Exhibitors confirmed for the BIKEBIZ.COM

2017 show include German tyre brand Continental, distributor Bob Elliott, who represents brands such as Schwalbe, Chiba and Funkier, British brand Oxford Products and classic bicycle brand Raleigh. The show will also feature a

“The organisers have confirmed that the exhibition space will now encompass three full halls.” number of new exhibitors and brands that will display their latest products, including i-Ride, Orbea, Polaris, and X-Bionic. www.thebikeplaceshow.co.uk

A FULL LIST OF EXHIBITORS CURRENTLY CONFIRMED TO BE ATTENDING THE SHOW IS AS FOLLOWS: Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

2x2 Worldwide 4iii 7 Mesh Aire Velo Bearings ANVL components Bianchi Bike Tyre store (rubena) BioMaxa Bob Elliot Burgtec Continental Cooke Components Cycle Scheme DHW EDCO Fli Distribution Haven Distribution Hookit

Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q

i-Ride Industry Nine ION Jungle Products Kali Protectives Lyon NRG4 Oneway Distribution Orange Bikes Orbea Oxford Products Polaris PYGA Bikes Raleigh Reece Shore Trax Shorelines Sweet Protection Ultrasport USE / Exposure Vaude (CDA ) VeloBrands Wildoo BIKEBIZ DECEMBER 49


RETAIL SURVEY 2016

We asked, and you answered Our retail survey was conducted give you an insight into the greater industry. Kieran Howells collates the responses and opinions… The events of the past year have to be seen to be believed. We’ve seen the gigantic merger of Zyro and Fisher, we’ve seen medals galore from the Rio Olympics and the Tour de France, and we’ve seen the fast-developing e-bike market make a surge into the largestgrowing area of the cycling

industry. On a local level, it’s been a rocky year for IBDs, with slow sales nationwide and the residual fallout of the Brexit news pushing prices higher and lowering margins. With the industry in a state of flux, it’s never been so important to stay in the loop with the latest facts and figures...

BY WHAT PERCENTAGE HAVE YOUR ANNUAL PROFITS INCREASED OR DECLINED YEAR-ON-YEAR? It comes as no surprise that profits are down year-on-year, but it may surprise some that the largest portion of the industry is reporting ten to 30 per cent losses. Dealers cited the rise of internet competitors, cutthroat price slashing, and quiet months leading up to and after the Brexit result – which had negative ramifications on the import and export of bike parts and accessories – as key contributing factors to the downturn in sales in the last 12 months.

Q Up 50% or more - 4.55% Q Up 30% to 50% - 18.8% Q Up 10% to 30% - 22.73% Q Not much change - 18.8% BIKEBIZ.COM

Q Down 10% to 30% - 31.82% Q Down 30% to 50% - 4.55% Q Down 50% or more - 0.00%

HAVE YOU FOUND COMPETITION FOR BUSINESS HAS INCREASED THIS YEAR? In the case of industry growth, a period of stagnation is to be expected given the economic climate. Comments such as “not on the high street, but many more online” and “online is killing us; wholesalers are more expensive than online retailers” make it clear that increased bricks and mortar competition is not what IBDs are concerned about...

Q Yes, there are more competitors - 40.91% Q About the same - 50.00% Q No, there are less competitors - 9.09% BIKEBIZ DECEMBER 51


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RETAIL SURVEY 2016

WHICH OF THE FOLLOWING DO YOU FEEL HAS GENERATED THE MOST INTEREST IN CYCLING LATELY?

ARE YOU SELLING MORE OR FEWER BIKES WITH FINANCE DEALS THAN THIS TIME LAST YEAR?

A cloud of misconception around the successes of the Rio Olympics this past summer has perpetuated the idea that more people are riding bikes. This seems not to be the case, based on these stats. As one dealer puts it: “Silverstone Grand Prix does not sell more cars.” Wheel sizes remain the hot point as far as our dealers are concerned.

The overwhelming response from our IBDs is that not much has changed this year on this front. Lots of responses denounced finance deals, with many saying that better marketing and awareness could increase the number of finance buyers. Given the uncertainty surrounding the British financial climate, this looks set to decline.

Q Wheel sizes - 30.00% Q Enduro - 10.00% Q Tour De France - 20.00% Q Rio Olympics - 30.00% Q Tour of Britain -10.00%

Q More -15.79% Q Less - 21.05% Q About the same - 63.16%

WHAT IS THE MAIN BENEFIT OF HAVING DISTRIBUTION PARTNERS? Our dealers think that sourcing stock is the central benefit to having distribution partners. We can also see that many dealers feel like they get significant support from their distribution partners. Regardless, a small number of IBDs were quick to voice their disdain for distribution partners, with one commenting that “they offer nothing. Manufacturers should sell direct to retailers and reduce the massive costs involved in using distributors.”

Q Sourcing stock - 70% Q Support - 50% Q Product knowledge - 30% Q Quick delivery - 40% Q Pricing & deals - 15% Q Vendor relations - 15% Q Loyalty - 25% Q Single Point of Contact - 25%

BIKEBIZ.COM

WHAT FRUSTRATES YOU MOST ABOUT DISTRIBUTORS? The resounding feeling amongst our dealers is that pricing, and specifically a culture of price slashing, is an issue that is devastating independent bike dealers. “Price slashing and low profit margins are crippling brick and mortar shops,” comments one dealer. Q Pricing - 36.36% Q Low stock levels - 45.45% Q Poor customer service - 22.73% Q Nothing - 9.09% Q Lack of knowledge - 9.09% Q Slow delivery - 4.55% Q No loyalty to small accounts - 27.27% Q Being pushed new lines - 13.64% Q Poor returns policy - 4.55% Q Use of Ebay - 9.09%

BIKEBIZ DECEMBER 53


RETAIL SURVEY 2016

DO YOU THINK DISTRIBUTORS COULD DO MORE TO CUT BACK ON PACKAGING? Packaging is an issue that dealers may feel is unsustainable in its current state. Unnecessary and bulky exess boxing and item protection makes shipping more expensive and is terrible for the environment. IBDs also noted the low quality of certain packaging. “Too many damaged goods are getting through to our shop, it’s down to poor packaging,” says one dealer.

IF YOU WERE IN CHARGE OF YOUR DISTRIBUTORS FOR A DAY, WHAT WOULD YOU DO?

1. Offer free delivery on all products with £50 minimum order 2. Lower prices 3. Call all my customers and ask them what we could do to help them sell more product. 4. Scrap signup deals 5. Work with IBDs to prevent online price slashing

Q Yes - 80.95% Q No - 19.05%

HOW HELPFUL IS YOUR MAIN DISTRIBUTION PARTNER? The general consensus is that the relationships between distribution partners and IBDs is mainly positive, with 36 per cent of our dealers agreeing that their partners are very helpful. Overall, only a small minority of dealers feel unhappy with their distributors, with only 9 per cent considering the relationship to be awful.

WHAT WOULD YOU LIKE TO SEE MORE OF FROM DISTRIBUTORS? Once again fairer pricing is an issue that the majority of our dealers would like to see resolved, along with an increased availability of stock. This is followed by better communication and more face-to-face contact… Q Fairer pricing - 63.64% Q More stock - 22.73% Q Better communication - 22.73% Q More face-to-face contact - 18.18% Q More deals - 18.18% Q Marketing - 22.73% Q Knowledge - 13.64% Q Service and support - 31.82% Q Fewer account managers - 13.64% Q Nothing - 4.55%

Q Very helpful - 36.36% Q Helpful - 36.36% Q Middling - 18.18% Q Not very helpful - 0.00% Q Awful - 9.09% 54 BIKEBIZ DECEMBER

BIKEBIZ.COM


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RETAIL SURVEY 2016

WHAT PORTION OF YOUR BUSINESS DOES CYCLE-TO-WORK SALES REPRESENT? From our latest statistics, we can see that only a very small portion of sales are generated by the cycle-to-work schemes currently operating in the UK. This is despite the news that a large percentage of the dealers that we surveyed accepted two or more of the schemes. Our data shows that whereas enquiries into cycle-to-work schemes remain frequent in most shops, very few customers follow through with the purchase, regardless of the tax benefits involved. The second largest demographic of dealers opted for the “No C2W business” choice, which demonstrates just how little impact the schemes seem to currently have on sales. This could be down to what some dealers consider to be a “flooded market”, which they claim dilutes to demand and dissuades customers from utilising the schemes.

Q No C2W business - 22.73% Q Between 1% and 15% - 63.64% Q Between 15% and 30% - 13.64% Q Over 30% - 0.00%

FORWARD ORDERING: IS IT BECOMING HARDER TO ENSURE YOU’VE GOT ENOUGH STOCK AT THE RIGHT TIME? Whereas various products continue to sell consistently in most shops, it’s obvious that predicting the spending habits of customers is becoming harder for IBDs. It is a universal truth that dead stock is in some cases an unavoidable situation, but minimising dead stock in times of economic downfall can be make or break for a business.

Q It’s harder to predict - 72.73% Q I’ve seen no change - 27.27% BIKEBIZ.COM

WHAT IS YOUR OPINION ON E-BIKES? E-bikes may remain a controversial topic for independent bike dealers for years to come, but innovations in the field are slowly changing the perceptions amongst those in the industry and legitimising this once-overlooked concept. Our statistics show that whereas a vocal community of puritans will remain staunchly against electric-assisted bicycles, over 90 per cent of our dealers either currently sell e-bikes, or would like to in the future.

Q I sell e-bikes - 63.64% Q I want to sell e-bikes - 27.27% Q I don’t want to sell e-bikes - 9.09% BIKEBIZ DECEMBER 57


ELECTRIC BIKES

The Ducati bike utilises the latest Bosch technology, a Bianchi frame, and a 400-watt-per-hour propulsion system, which also includes a secured stem display unit.

E-bike investment is exactly what the industry needs AS WE near the end of 2016, the sentiment from dealers about the British electric bike market has leant toward uncertainty. Given the latest impressive statistics which state that the e-bike market is the largest-growing area of the cycling industry, now is be the ideal time to invest in emerging e-tech. The question on the lips of e-bike specialists is, why not? With the likes of GOcycle and – as we’ve learned in recent months – Brompton, releasing cuttingedge folding e-bikes to fuel the commuter markets, we must turn our attention to the e-MTB sector to account for what is potentially a gaping hole in sales. “I wish I could just get all the people criticising e-MTBs on our bike,” says Guy Wheeler, Ducati’s brand representative in the UK. “I was on a train after a serious ride and a man launched into a lecture on how electric assistance was cheating. I looked down at the brand new running shoes on his feet and said to him ‘Your new running shoes, aren’t those cheating?’ There’s such a misconception that riding [a e-bike] BIKEBIZ.COM

is somehow not playing by the rules. It’s absurd!” Experiences like Wheeler’s ring true for many in a similar position when facing cycling puritans. I meet him in the middle of Richmond Park in on a misty morning in November to talk about e-MTBs and the sleek new Ducati offering. As we talk, hoardes of road riders fly by in unison as Wheeler sums up his feelings on the controversy surrounding e-MTBs, “You see these guys riding around here all week long. Always in unison with their heads two foot from the bumper of a truck, I just want to say ‘Guys, have a go on this, don’t you want to have some fun?’ Whilst they’re staring at the pavement, we’re flying down hills, or zipping up steep, muddy climbs having the times of our lives!” The other main concern from the perspective of dealers seems to be very fresh memories of the poorly built and dangerous contraptions that flooded the market several years ago, cobbled together in the factories of China. These bikes almost irreparably damaged the image of e-bikes by reducing the

“People outside of the cycling world may not know the rich history behind the Bianchi name, but Bosch is a universally recognisable brand.” Guy Wheeler, Ducati

idea to a gimmick. Wheeler states that the investment, which went into the new Ducati E-400 MTB, is set to change that. “Obviously people are already going to know the name Ducati, which will go a long way to reassure people that the quality of the parts will be high. But we’ve also got an amazing frame made exclusively for us by Bianchi, and a 250-watt Bosch engine with a 400-watt-per-hour battery. People outside of the cycling world may not know the rich history behind the Bianchi name, but Bosch is a universally recognisable, strong brand.” So where is the future heading for the e-MTB market? “The investment in the market is there, but at the moment it’s important that people know that you’re going to have a bike which will last. It’s a big upfront cost, but really, you’re probably never going to have to replace it. Bosch has suggested that the 2017 range will still centre on the amazing Bosch Performance Speed assist unit, so the batteries may upgrade, but this is a futureproof unit.” BIKEBIZ DECEMBER 59


BIKEBIZ AWARDS

THURSDAY 16TH FEBRUARY 2017 ALOFT LONDON EXCEL THE

NINTH

ANNUAL

SPONSORS:

www.bikebizawards.com

BikeBizOnline #bikebizawards

Sponsors sign up for the BikeBiz Awards LAST MONTH we released the news that the ninth edition of the prestigious BikeBiz Awards has been moved to Thursday, February 16th to coincide with the Telegraph Events’ London Bike Show. Award nominations have been flooding in, with votes cast against categories such as Specialist Retailer and Breakthrough Brand, commanding the attention of the industry. With a little over two months to go until the awards take place, team BikeBiz are happy to announce that two iconic industry names will be supporting the awards with sponsorship. Citrus-Lime will join the BikeBiz Awards as the event partner, and will present one of the prestigious awards on the night. David Gaule, business development manager at CitrusLime, told BikeBiz: “We are very excited to be supporting the BikeBiz awards again. It’s a great event that recognises the achievements of cycle retailers, their suppliers and other service BIKEBIZ.COM

providers who support them. This year, we’re keen to speak with suppliers who wish to further support their dealer network by providing a superior B2B site and driving footfall to their stores with a Supplier Click & Collect site.

“The BikeBiz Awards give recognition to IBDs who have provided best-inclass customer experiences.” Peter Kimberley, Cycle Republic Consumers want convenience, so we’re helping retailers and suppliers get involved and succeed with that.” Citrus-Lime was founded in 1999 to meet the retail systems needs of

the cycling industry, and offers a range of services such as stock control, EPOS and e-commerce integration solutions. It has worked for the last 17 years to tailor its service to the industry. The newly revived Halfordsowned chain Cycle Republic will also join the BikeBiz Awards for a second year, as the brand sponsors the Independent Bike Dealer Award on the night. Cycle Republic received a new lease of life from its parent company, and along with managing director Peter Kimberley, has spent the last few years opening branches all over England. “For the second year, Cycle Republic is delighted to sponsor the distinctive BikeBiz Independent Bike Dealer award, which gives recognition to those IBDs who have provided cyclists with a best-in-class customer experience; through their ongoing passion, dedication and hard work,” commented Peter Kimberley, managing director of Cycle Republic.

THE AWARDS RETAILER AWARDS Q Specialist Retailer Q Mainstream Retailer Q Online Store Q Independent Bike Dealer Q Retail Event SERVICES AWARDS Q Retailer Services Q Cycling Advocacy Achievement Q Training Q Non-Cycling Brand DISTRIBUTOR, BRAND & PRODUCT AWARDS Q P&A Distributor of the Year Q Bike Brand of the Year Q Sales Team Q P&A Brand of the Year Q Innovation from a Newcomer Q Bike Distributor of The Year Q Specialist Distributor Q Marketing Team Q Breakthrough Brand BIKEBIZ DECEMBER 61


SECTOR GUIDE

Wheels & inner tubes A decent set of wheels can make the difference between success and failure on the course. Here’s what’s on the market at the moment to keep your customer-base rolling…

SLIME INNER TUBES Raleigh UK Stops punctures and seals multiple punctures repeatedly for two years. Seals tread area punctures up to 1/8” (3mm) in size. Non-toxic and non-flammable – cleans up with water. A range of tubes to cover 24”, 26”, 27.5”, 29” & 700c sizes.

VELTEC FCC 6.0 WITH DT SWISS HUBS Cooke Components New for 2017, the Veltec range is now available with DT Swiss hubs as featured in the FCC 6.0. This is a full carbon 55mm clincher with 23.5mm wide rim, 20 front and 24 rear Sapim CX ray Aero spokes, weighing in at 1570g.

62 BIKEBIZ DECEMBER

ZIPP 404 NSW WHEELS ZyroFisher No matter where you ride, the 404 NSW is engineered to make that ride faster. With a rim depth of 58mm, the 404 NSW is designed as a do-everything wheelset that is adept at climbing and maintaining speed on the flats; a wheel strong enough to handle the Spring Classics, but light enough to inspire sprints out of corners.

MOMENTUM SOLO WHEELS Greyville Enterprises The Solo single speed reversible rear features an Acor “flip flop” hub for use with either single speed freewheel or threaded fixed sprocket. Hub is large flange with sealed bearings and solid axle fitted to a 32-hole Weinmann DP18 rim with silver Cross 3 plain gauge spokes. 18-tooth fixed sprocket in three colour options, black hub and rim, silver hub and rim or red hub with white rim.

KENDA FLINTRIDGE PRO

Moore Large

With a smooth centerline tread pattern that is equally at home on pavement and hard pack, the Flintridge shifts from the fast-rolling center to the grippy transition and shoulder knobs for control in loose rock and even mud. The KSCT casing reinforces the sidewalls with a woven shield to prevent slashes and abrasions while optimising the casing for fast and easy tubeless conversion.

BIKEBIZ.COM


SECTOR GUIDE

FULCRUM RACING ZERO WHEELS

NUKEPROOF GENERATOR AM

i-Ride

Hotlines

Redesigned for 2017 to facilitate the use of 25c tyres. Increasing the rim width has resulted in a squarer tyre profile for rolling and aerodynamics. The wheel features carbon front and aluminium rear hubs, paired with USB ceramic bearings that see a 50 per cent improvement in smoothness compared to the steel bearings used in the 3s, 5s and 7s. Total weight is 1518g.

A slimmed-down version of the Generator DH hoops, designed for all-mountain riding and gravity endurostyle competition. A UST-compliant inner rim profile provides standards-driven consistency while a tape and sealant system eliminates rotational weight. The I-Beam, 4D drilling and WT69 Alloy further aid in lateral and torsional strength.

HALO DEVAURA 6D

DT SWISS PR 1400 DICUT OXIC

Ison Distribution

Madison

These all-season, lightweight, tubelessready clincher wheels feature a 24mm wide rim with a 31mm aero profile. Utilising Spin Master 6D hubs, jet-black double butted bladed stainless steel spokes and red alloy nipples the Devaura is also available in anodised red, and gloss white.

ZIPP 303 FIRECREST CARBON CLINCHER (TUBELESS DISC-BRAKE)

These alloy clinchers from DT Swiss use the Oxic rim surface treatment developed to maximise stopping power. They use the same finish over the whole wheel for a smart finish. The DiCut hubs give wide flange spacing and that combined with DT Nail Head spokes makes for a high strength to weight ratio, taking into account their 1,435g weight per set.

CX DISC WHEEL ZyroFisher

With an all-new disc-specific, tubeless rim, the 303 Firecrest Carbon Clincher is now internally 21mm wide and faster than ever. The 45mm deep delivers aero performance when used with the wide tires, achieved with a wide disc-specific rim design featuring ABLC dimples extending all the way to the outer edge of the rim. The new wheel delivers lower drag than the previous version.

BIKEBIZ.COM

Upgrade Bikes These Kinesis CX disc wheels are light and strong, featuring a custom 24mm wide heattreated aluminium rim in a tubeless-ready format with hub set ready for thru axle both front and rear. They also use high strength J-bend spokes and Centerlock disc rotor fitting for hasslefree braking.

BIKEBIZ DECEMBER 63


VLS09 1000 Lumen Rechargeable LED Front Light

VVLS3102 BlueFin 1W LED Front Light

VVLS3203 Velomann 3 LED 220° Rear Light

VVLS3110 SolarRide Hybrid Solar Powered LED Front

WINTER SPECIAL OFFER - SEE WEBSITE FOR DETAILS Technically right up there with the best, Velomann Lights include some really advanced features such as Hybrid Solar Power, 220 Degree Lighting and Cree® LEDs. This extensive range of lights are available ex stock via our easy to use B2B ordering system.

GREYVILLE ENTERPRISES

0845 1661983

www.greyville.com

sales@greyville.com


SECTOR GUIDE

Footwear and shoes Once winter has set in, riding can become more problematic. Nobody wants frostbite, particularly on two wheels; it’s good to stock high-quality footwear to keep your customers’ feet warm and dry. We take a look at what’s available at the moment…

FLR SHOES / FLR F-22.II PRO ROAD SHOE Bob Elliot

Made by tech partner Lake. The G1 is precisely handcrafted and uses kangaroo leather for softness and adaptability to the rider’s foot. By placing these shoes in the oven at 80°c for five minutes, the shoes can be moulded to custom fit the rider.

R350 sole uses a 100 per cent carbon plate on the cleat to achieve a rigid pedal stroke. Carbon is at its thickest around the pedal area for power transfer. Nylon material at front and back.

CUBE ROAD C:62

FI’ZI:K R1B SHOES

ASSOS CYCLINGSLIPPER G1

ASSOS SBO UK

Oneway Bike Industry BV

Stiffness Index: 300. Outsole combines lightness with stiffness, optimising power transfer while ensuring an improved riding experience. Natural Fit moulding of the one-piece upper. Reflective Elements increase visibility even in the dark. BIKEBIZ.COM

Extra UK

Vented to improve aerodynamics. Replaceable heel skid plate (bolt-on design). Laser-perforated Microtex upper. Double BOA IP1 closure system (tri-modal: tighten, loosen and complete release). Neutral fit to accommodate the majority of foot shapes. BIKEBIZ DECEMBER 65


great cycle insurance partner

happy customers

Our industry partnership package is different. Find out more now! www.ascent.bike hello@worryandpeace.com 0330 880 8326

customer rewards

business insurance

brand boost

Worry+Peace is a trading style operated by Innovative Risk Ltd. Innovative Risk Ltd is authorised and regulated by the Financial Conduct Authority, FCA Registration 609155. You can check this by visiting the Financial Services Register or by contacting the FCA on 0800 111 6768.

Bike Frame Stickers Visit our new website

GET STAFFED!

Get your name around, remind your customers where they bought their bike or accessories and where to take it for a service. Any size, shape up to 60x40mm, 1-3 colours include laminate so no scratching. 500 £92 1000 £120 2000 £165 Origination £30

www top tube stickers up to 20x150mm. 1 colour on clear 500 £105 1000 £145 2000 £190 Origination £20

(IGH7YCOMBE WWWFREEWHEELIN BIKESCOUK

www.cycle-world.co.uk

WWW.BIKEBIZ.COM/JOBS

Serviced By -

Tel. 01479 870 050

LONGHAM, 01202 590414 RINGWOOD, 01425 470835

Sales - Service - Setup - Repairs

Gomm Road, High Wycombe, Bucks, HP13 7DJ

Telephone: (44) (0) 1494 530761 email: sales@adcal-labels.co.uk

adcal-labels.co.uk/labels/bicycle-retailers

IS WHERE THE TRADE GOES FOR THE LATEST JOB OPPORTUNITIES Contact: rsetters@nbmedia.com or call +44 (0)207 354 6028


SECTOR GUIDE

ION RAID AMP & ION RASCAL

ION (Boards & More)

Classic lacing or combined lacing and Velcro closure system. The soles have been developed together with Swiss shoe specialist Suplest: tread focuses on walking comfort and traction on the ground – grip on the pedals together with combination of power transmission and flexibility are top design priorities.

GIRO FACTOR TECHLACE ZyroFisher A race-bred cycling shoe that couples the benefits of the Techlace system with the easy adjustment of a Boa dial, plus the performance one expects from Giro – all at the weight of 210 grams (size 42.5).

SHIMANO S-PHYRE RC9 ROAD SHOES

The latest shoes from Shimano, and the first of their creations to use a Boa retention system – in this case dual independent IP1 dials. Uppers are made from Teijin Avail microfiber synthetic leather which is stretch-resistant and highly breathable. The shoes have also done away with the lasting board allowing for a lower stack height and improving stability for the feet.

LAKE MXZ303 Moore Large Winter-specific, full grain leather upper lined with temperature regulating fabric. Composite fivelayer footbed creates temperature-isolating barrier. Stiff nylon midsole.

BIKEBIZ.COM

Madison

SEALSKINZ NEOPRENE HALO OVERSHOE Sealskinz LED light integrated into the rear. Waterrepellent performance. Close-fitting, single-layer construction and silicone leg gripper provides excellent fit. Their Kevlar heel and toe ensure that they are wear-resistant.

BIKEBIZ DECEMBER 67


In association with

2pure 46c Bavelaw Road, Balerno, Edinburgh, EH147AE Tel: 0844 811 2001 Web: www.2pure.co.uk

Fibrax Ltd Queensway, Wrexham. LL13 8YR Tel: +44 (0)1978 356744 Web: http://www.fibrax.com

Moore Large and Co Ltd Grampian Buildings, Sinfin Lane, Derby, Derbyshire. DE24 9GL Tel +01332 274281 Web: www.moorelarge.co.uk

Bob Elliot and Co Ltd Unit C4 Binary Court, Matrix Park, Western Avenue, Buckshaw Village, Chorley, PR7 7NB Tel: 01772 459 887 Web: www.bob-elliot.co.uk

Jungle Products Ltd Unit 3, The Cedar, New York Mills, Summerbridge, HG3 4LA Tel: 01423 780088 Web: www.jungleproducts.co.uk and www.santacruzbikes.co.uk

North Sports 38 Kingston Avenue, Neilston, Glasgow, East Renfrewshire, G783JG Tel: 07746 933795 Web: www.northsports.co.uk

Continental North Parade, Aberystwyth, Ceredigion, Wales, SY23 2JR Tel: 01970 626777 Web: www.conti-tyres.co.uk

EBCO 5 Pegasus House, Olympus Ave, Warwick, CV34 6LW Tel: Tel +01926 437700 Web: www.ebco-ebikes.co.uk

EDCO Components North Parade, Aberystwyth, Wales, SY23 2JR Tel: 01970 626777 Web: www.edco-wheels.co.uk

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

Pitbitz Ltd Unit 6 Thorpe Drive, Thorpe Way Industrial Estate, Banbury, Oxon, OX16 4UZ Tel: 01295 269333 Web: www.gazeboshop.co.uk and www.thebikeboxcompany.co.uk

Mealor-Clarke Cycle Spares Ltd Unit 1, Eastlands Road, Leiston, Suffolk, IP16 4LL Tel: 01728 830 055 Web: www.mealorclarkecyclespares.co.uk

Raleigh UK Ltd Church Street, Eastwood, Nottingham, NG16 3HT Tel: 01773 532600 Web: www.raleigh.co.uk and www.cyclelife.com and www.diamondback.co.uk

Met Helmets / Bluegrass 22-24 Ely Place, London, EC1N6TE Tel: 0207 1937 496 Web: www.met-helmets.com

Reece Cycles plc 100 Alcester Street, Birmingham, B12 0QB Tel: 0121 622 0180 Web: www.reececycles.co.uk

The BikeBiz Directory 2017 is out now, providing the industry with a must-have guide to the UK’s retailers, distributors, manufacturers and related businesses. If you’d like to find out more or require additional copies please contact rsetters@nbmedia.com or call him on 020 7354 6028


DISTRIBUTION AND WHOLESALE

E-COMMERCE AND EPOS

EVENT ORGANISERS, HOSTING, HOLIDAY AND HIRE

Schwalbe Tyres UK Ltd Schwalbe Centre, Hortonwood 30, Telford, Shropshire, TF1 7ET Tel: 01952602680 Web: www.schwalbe.co.uk

Silverfish UK Ltd Unit 3C and 3B Woodacre Court, Saltash Parkway Industrial Estate, Burraton Road, Saltash, Cornwall, PL12 6LY Tel: 01752 843882 Web: www.silverfish-uk.com

Stolen Goat Unit C1E Threshold Way, Fairoaks Airport, Woking. GU24 8HU Tel: 01483 361146 Web: www.stolengoat.com

The Cycle Division Unit 27 Gatehouse Enterprise Centre, Albert Street, Lockwood, Huddersfield, West Yorkshire, HD1 3QD Tel: 01484 456137 Web: www.thecycledivision.com

Zyro Fisher Ltd Roundhouse Road, Faverdale Industrial Estate, Darlington, DL30UR Tel: 01325 741200 Web: www.zyro.co.uk / www.zyrofisherb2b.co.uk

MANUFACTURERS

MARKETING, PR AND CONSULTANCY

MEDIA AND PUBLISHING

Assos 57 Farringdon Road, London, EC1M 3JB Tel: 0203 2862225 Web: www.assos.com

Buffera Limited Cranbourne House, Cranbourne Road, Potters Bar, Hertfordshire, EN6 3JN Tel: Tel +01920 460754 Web: www.buffwear.co.uk

Met Helmets / Bluegrass 22-24 Ely Place, London, EC1N6TE Tel: 0207 1937 496 Web: www.met-helmets.com

ORGANISATIONS, CHARITIES AND ASSOCIATIONS

RETAILERS, WORKSHOPS AND MAIL ORDER

SERVICES AND TRAINING

Weldtite Products Ltd Unit 9 Harrier Road, Humber Bridge Industrial Estate, Barton-on-Humber, Lincs, DN18 5RP Tel: 01652 660000 Web: www.weldtite.co.uk

700c Cycle Shop Insurance Plough Court, 37 Lombard Street, London. EC3V 9BQ Tel: 0333 433 0827 Web: www.700cinsurance.co.uk

Cycleguard Insurance Southgate House, Southgate Street, Gloucester, GL1 1UB Tel: 0333 004 3444 Web: www.cycleguard.co.uk

Oneway Distribution BV PO BOX 12, 3000 AA Rotterdam Tel: 0031 10345 3510 Web: shop.o-w-d.nl PowerBar Unit 3 Block 4, City North Business Campus, Gormanston, Co. Meath, K32 XF70, Ireland Tel: +44 (0) 330 808 3924 Web: www.cycle.ie/b/b2b/ Pinhead Components Inc Jasper Ave, Edmonton, Alberta. Canada. T6K OK6 Tel: 1-780 465530 Web: www.pinheadlocks.com Red Industries Borough House, Berkeley Court , Borough Road Newcastle-under-Lyme, Staffordshire ST5 1TT Tel: 01782 824026 Web: www.redindustries.co.uk

Bike Rental Manager c/o H W Fisher & Co Acre House, 11-15 William Road, London. NW1 3ER Tel: +33 4 66 03 14 32 Web: www.bikerentalmanager.com

Citrus-Lime Limited Lantern House, The Ellers, Ulverston, LA12 0AA Tel: 01229 588 628 Web: www.citruslime.com

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

Visijax Cotesbach House, The Precinct, Main Street, Cotesbach, Leicestershire, LE17 4HX Tel: 07810 838934 Web: www.visijax.com

The BikeBiz Directory 2017 is available to view online at

www.bikebiz.com


MARKETPLACE BIKES & ACCESSORIES

NOW AVAILABLE FROM 2PURE/ 4.5/5

TO ADVERTISE IN THESE PAGES PLEASE CONTACT rsetters@nbmedia.com or call 0207 354 6028

BIKES & ACCESSORIES

SPARES WIRES BLEED KITS BRAKE PADS CABLES DISC BRAKES SPARES WIRES

ORDER BRAKE PADS AT 2PUREB2B.CO.UK

TURN BY TURN NAVIGATION. In a tiny unit. £94.99

#LezyneGPS AVAILABLE NOW / TRADE@2PURE.CO.UK / 0844 811 2001

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70 BIKEBIZ DECEMBER

PROUDLY DISTRIBUTED BY UPGRADE BIKES LTD. INFO@UPGRADEBIKES.CO.UK | 01403 711 611

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MARKETPLACE BIKES & ACCESSORIES

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TURN BY TURN NAVIGATION. High resolution colour display

ADVANCED CYCLING COMPUTER

£139.99

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EVERYTHING WE DO IS BY LEZYNE

BIKES & ACCESSORIES

With the latest technologies and interactive features.

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FREE SHIPPING

on all parts via www.madisonb2b.co.uk

Hangers, BB solutions, Bearing presses, Sealed bearings and Workshop solutions ‹6USPULOHUNLYÄUKLY!www.wheelsmfg.co.uk ‹

BIKEBIZ.COM

BIKEBIZ DECEMBER 71


MARKETPLACE

TO ADVERTISE IN THESE PAGES PLEASE CONTACT rsetters@nbmedia.com or call 0207 354 6028

BIKES & ACCESSORIES

BIKES & ACCESSORIES

BIKES & ACCESSORIES

BIKE BOTTLES & PROMOTIONAL GOODS

72 BIKEBIZ DECEMBER

BIKEBIZ.COM


MARKETPLACE BIKES & ACCESSORIES

BIKES & ACCESSORIES

CONTACT - info@use1.co.uk

CONTACT - info@use1.co.uk

Become a stockist of award winning product Book your Demo Night Ride and Order your POS

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BIKE FRAME LABELS AND GENERAL PRINT

CUSTOM CLOTHING AND ACCESSORIES

CLOTHING

BOTTLES

SOCKS

CAPS

MUSETTES

PHONE & RIDEPACS

Wildoo is the only UK based supplier that can offer a full range of quality custom cycling products.

www.wildoo.co.uk info@wildoo.co.uk 01908 374555 BIKEBIZ.COM

As worn by Team Mule Bar Girl – Sigma Sport

BIKEBIZ DECEMBER 73


MARKETPLACE

TO ADVERTISE IN THESE PAGES PLEASE CONTACT rsetters@nbmedia.com or call 0207 354 6028

DEALER MANAGEMENT SYSTEMS

EPOS & ECOMMERCE

EPOS & ECOMMERCE

FRAME RESPRAY, REPAIR & BUILD SERVICES

74 BIKEBIZ DECEMBER

BIKEBIZ.COM


OFF TRACK

OFF TRACK

THE TRADE’S ROUND UP OF STATS, VIEWS AND RANDOMS

NUMBER CRUNCHING Ever wondered how important cycling accessories are to the industry? Or how much women’s cycling is growing? It’s all here...

57%

there has two years, In the last ease in in er cent cr g been a 57 p tish Cyclin female Bri s. le a ip in W membersh

£853m Cycling accessories contributed an average of £853m to the UK economy in 2010

20,000 British Cycling has 20,000 female members across the UK.

59.7m in r of cyclists The numbe d te a im st US is an e 59.7m

BIKEBIZ.COM

24% In 2015, electric bike sales in the Netherlands surged with a 24 per cent increase

the

BIKEBIZ DECEMBER 75


OFF TRACK

IN THE SADDLE Aled Gamble, PR and communications manager at Madison and Sportline How many bikes do you own? Just two, although between me and my housemates there are usually six or seven in the garage.

CONGRATULATIONS, WINNERS! After a phenomenal evening at the Islington Metal Works for the third annual Cycling Media Awards, we’d like to commend all of the nominees on the night, and send a huge congratulations to our lucky winners! Our special praise and utmost respect goes to industry icon Tym Manley, who received the honour of being named our Cycling Media Legend of 2016, and thereafter gave a very special acceptance speech.

Where are your favourite places to ride? To be honest, I have a blast every time I head up to Woburn or Aston Hill but Fort William last year was mindbogglingly awesome. There are loads of places that I’m hoping to ride in 2017. What’s your biggest cycling achievement? I wouldn’t say I have any cycling achievements to be honest, particularly when I see what most of my colleagues have done on a bike. I was pretty happy when I rode up Box Hill but more so navigating a tricky drop at Fort Bill after I nearly ended myself on the first attempt! What’s your role at Madison and what does it entail? I work on PR and communications here at Madison, which certainly keeps me busy. Our press officer Mike and I look after anything media-related, while I work with our online team to make sure that our social media, email and content strategies are on point. How long have you been in the trade? Only about two years in cycling, but have worked in marketing for about six years. What’s the latest news from Madison? I suppose the exciting news right now is that we are currently building up to the iceBike* and Sportline Show on 21st and 22nd February. It’s a major event for us and our dealers and every year we strive to make it better than the year before. Are there any developments on the cards that dealers need to hear about? Probably best to come to iceBike* to hear about all goings-on at Madison. We have a host of big new brands that have recently come onboard and our current brands have some brilliant new products too, so there’s loads to get up to speed on. How can the trade get in touch? Drop me an email on aled.gamble@madison.co.uk

76 BIKEBIZ DECEMBER

BIKEBIZ.COM


OFF TRACK

Stephen Holt, Commercial Director

WAS IT GOOD FOR YOU? DID YOU partake in Black Friday and Cyber Monday? What promotional method did you choose? Did you discount heavily? Perhaps you opted-out of the whole thing in favour of preserving your premium brand image? Maybe you’re going for a more measured sales approach over the whole two-to-three-month period to maintain profitability instead of potentially creating a misleading turnover spike that causes a decline in subsequent sales? In or out, when faced with the question “Was it good for you?” you should already know whether your answer is “Yes – best performance ever!” or “I’ve had better”. Furthermore, you should be able to back this up with figures and analyse why your chosen method worked or failed for you. Compare your performance against the same period last year. Does it match national or industry trends? Key things to look at are: What your customers are buying (types of and specific products at what value), when they’re buying (which day and at what time) and how they’re buying (in-store, online, Click and Collect, desktop,

BIKEBIZ.COM

tablet, mobile etc.). Ideally, you’ll have an EPOS system that’s integrated with your e-commerce site and reports that can easily show this. Knowledge is power and without it, you can’t make key business decisions, so you’re simply gambling blind. It’s said that entrepreneurs and gamblers have similar character traits, but the best entrepreneurs play with loaded dice and marked decks. That is to say, they don’t cheat but they calculate the risk and make informed strategic decisions for the win. Many of the Citrus-Lime team come from a cycle retail background. If you’d like to have a chat about how we can help you with metaphorical marked decks and loaded dice, feel free to give us a call or meet us in person at Core Bike. Better still, why not come for a ride with us in the snow-capped (or rain-soaked) fells of the Lake District, followed by a chat and a brew? Happy Holidays from everyone at Citrus-Lime. david@citruslime.com 01229 588 628

GOODBYE 2016, HELLO 2017 THIS YEAR has been an interesting mixture of events. As is the case in the rest of the bike trade, it’s been a more challenging year for Cyclescheme. But the silver lining was that the longevity of the cycle-to-work scheme was assured in the government’s budget announcement that it “should continue to benefit from income tax and NIC relief when provided through salary sacrifice arrangements.” With the challenging conditions many of us in the sector have noticed this year however, it’s important that we all continue to find new ways of getting people to start cycling. Just over twothirds of participants are opting into the cycle-towork scheme for the first time, and 62 per cent class themselves as occasional, novice or noncyclists. After joining the scheme, 79 per cent then class themselves as enthusiastic cyclists. So the is helping to turn new cyclists into advocates! In an environment where bikes are getting more expensive, the cycle-to-work scheme is a proven way for people to continue to get great value for money on new kit. We’d like to thank every retailer who has helped support us for even one single cycle-to-work request this year. We look forward to continuing to work closely with the bike trade in the New Year.

Stephen Holt is commercial director of Cyclescheme, the UK’s leading provider of tax-free bikes for work. You can reach him on Twitter @cycleschemeltd

BIKEBIZ DECEMBER 77


SPOKESMAN

Just the job (for a woman) Carlton Reid wonders whether a job in the bike industry is the right career for his son... WE – THAT is, Hayley, Kieran and myself – bust our guts to entertain you with sparkling prose, and we daily go out on a limb to deliver hot exclusives that everybody reads on BikeBiz.com mere seconds after we post them. The reality is no doubt different. I bet the real mover and shaker in BikeBiz’s new London office is, in fact, Richie, our gorgeous long-haired ads manager (he may have had all his hair chopped off by now; I wouldn’t know, I work remotely from BikeBiz Tower, which is a lot like Trump Tower, but with even more gold). It’s Richie’s part of the site most people turn to first – because it’s Richie who posts the job ads (he even Tweets them out there, and if you want to be first to know of the latest vacancies I’d recommend you follow him). There can be 70 of these job-ads each month, and the sits-vac section of the website gets an enormous amount of traffic. Trade in the doldrums? You wouldn’t think that from that looking at the BikeBiz jobs board. It’s clearly the first port of call for many people, with the editorial teams’ sparkling prose a distant second (we cycling scribes forgive you). There are juicy vacancies for shop rats, marketing managers and managing director positions and more. There’s either an awful lot of churn out there – with people leaving jobs and immediately going to others – or the trade is buzzing. There just never seems to be a shortage of new positions. Whether those positions are incredibly well-paid is a subject for another column, but the simple

“The simple fact is there are a lot of new jobs in the bike industry knocking about.”

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78 BIKEBIZ DECEMBER

fact is there are a lot of new jobs knocking about. I’m always tickled by the number of jobs some people have done in the same industry, but with different companies. The bike industry has a planet-sized gravitational pull, and once you’re in the biz you can never escape, you just move to another company. Most people don’t want to escape, of course, it’s a great industry (but see above for the less-than-stellar cash compensation). I’m minded to think about all this because my 19-year-old son was almost caught by the industry’s gravitational pull. He’s now left for a six-month stay in Canada as a ski instructor, but if he tires of that – it’s a tough career, ski resorts only have snow for half of the year – he may get back into the bike biz. He was working for

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a supplier and a bike shop at the same time – Storck UK and Vieri Velo of Gateshead and Newcastle respectively – and he was wellqualified. He eats, breathes and sleeps bikes – in fact, when the Canadian snow melts, he may stay in the resort to become an MTB instructor. Should he decide that’s his calling, I won’t discourage Josh from getting a job in the industry. Clearly, it’s been good to me, and I know plenty of well-paid bike industry execs who started at the very bottom and have worked their ways to the top. Of course, Josh has a key qualification: he’s a bloke. The industry’s gravitational pull doesn’t seem to work on women. There are many reasons for this, but it’s not always for the want of trying. I’ve heard from many bike shops down the years who say they lose many of their prospective job applicants when women discover the “retail job” in question is a bike-shop position. The industry needs to do an awful lot more to attract women, and because I’m a bloke perhaps I’m not the best person to advise on how this will be best brought about. Hayley: I don’t want to pile too much pressure on you, but might you consider working on a number of articles on how best to get more women into the bike biz? There are some wickedly talented women in this industry of ours – I’ll name-check just one, Islabikes’ Isla Rowntree, who, let’s be frank, has done a fair few jobs in the biz – and we must redouble our efforts to make sure we attract, and keep, even more women.

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