FLAER
Performing with Flaer Chain performance system Flaer launched just under a year ago at Eurobike. Kieran Howells speaks with marketing manager Andy Parker about the inner workings of the business behind this premium brand… IF THERE’S one golden rule for keeping a happy, healthy bike, it’s cleaning and maintaining its componentry regularly. This is far from revolutionary news for most, if not all, of BikeBiz’s readership. In fact, I’d wager that this advice is dealt out on a daily basis in pretty much every bicycle shop in the world. There is nothing more disheartening to a cyclist than the distinct sound of a rusty chain, or a broken hub grinding towards you on a cycle lane. And, while the advice may be basic, navigating the wide selection of maintenance products on the market can be complicated for both retailers and consumers alike. This is, in some ways, both a blessing and a curse. In past years, bicycle maintenance simply meant rubbing grease on your chain and hoping for the best. But, as the market has progressed, so have the needs of the modern cyclist. Maintenance brands have been intuitive in producing targeted 34 BIKEBIZ JUNE
products for almost any bike or component under the sun – with popular brands like Muc-Off and Charlie the Bikemonger actually branching out into maintenance for cyclists themselves with the inclusion of scientifically formulated balms and lubricants – the latter’s aptly-named Happy Bottom Bum Butter comes to mind – added to their key ranges. This is great news for those in the know, as the correct application of the right product can literally be the difference between winning a race and being stuck on the starting line. On the other hand, one wrong move with a harsh formula and your brand new matte-finish frame could be ruined forever. These are the pitfalls of cycle maintenance – it doesn’t seem so trivial now. So what goes into creating the right product? This is the question Flaer parent company Scottoiler asked itself when devising the new products with which to enter the
“People didn’t see enough of a division between motorcycle and bicycle products, so we created Flaer.” Andy Parker, Flaer
cycling market. Flaer knew that in an already densely-populated sector, it would have to define itself as a market leader or face certain failure. As I discuss the history behind the brand with marketing manager Andy Parker, it becomes clear that the brand’s mission was never to create a range that could compete with the vast and comprehensive product lines offered by the likes of Muc-Off and Fenwicks, but instead to concentrate on one thing, and focus the entire power of Flaer on making it the best it can be. The brand settled on chain performance. “Flaer was born out of Scottoiler, which is our parent company. They’ve been in the motorcycle industry for 30 years, making chain performance systems. The brand decided that it wanted to enter the cycling market, because there are a lot of parallels between the two; they are both fueled by passionate enthusiasts who really care about BIKEBIZ.COM