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Hayley Ferguson Editor

‘Staying current is key, and it’s important to make use of the innovations available to us’

Carlton Reid Editor-at-Large Kieran Howells Staff Writer Dan Bennett Designer


Warren Kelly Production Executive

The shark’s still on the move

Richard Setters Sales Manager

If you’ve got this far, you’ll have already noticed two things. The first is that we’ve got a new logo. The second, that we’ve changed in size. But in fact, that’s not all. As a team, we’ve put months of hard work into reimagining bikebiz as a print magazine, to ensure it’s as helpful a tool as possible for cycling industry professionals. I hope the sentiment is largely that we’ve kept the promise made in the June issue to publish content that is more inspiring and commercially-relevant than ever before. But this process won’t ever really be complete, because, to paraphrase myself paraphrasing Woody Allen, a trade magazine is like a shark – it has to keep moving forward or else it dies. Staying current is key, and it’s important to make use of the innovations available to us in any kind of business (see p48 for Kieran Howells’ take on this). This worldview ties tidily into the theme of the month: children’s bikes. When we were learning to cycle, many of us were set atop bikes equipped with stablisers, and sent on our merry ways. When our parents could make the time, we then had to relearn the whole process sansstabilisers. So, I tip my proverbial hat to the inventors of the balance bike for moving this industry forward for the cyclists of the future, and making the learning process happen in one fell swoop.

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Kieran Howells

Carlton Reid

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Warren Kelly

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01772 459 887




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On staying relevant in a digital world


Balance bikes, the future of cycling?

Kieran Howells explains how to make use of social media and digital marketing methods for the cycling media masses


Goodbye stabilisers, hello balance bikes! Laura Laker gets the scoop from children’s cycling experts

NEC Birmingham 21-24 September 2017 21 Trade & Press only


Cycle Show preview

We chat with Chris Holman of Upper Street Events about how to optimise your Cycle Show stand, what highlights to expect, and the direction the show is taking for next year

REGULARS 06 Industry Opinions 30 Product Insight: Helmets 49 Sector Guides 71 Tricks of the Trade 72 In My Team: Hotlines 74 Spokesman




The future of children’s cycling

Children’s cycling has never been better, but there’s so much more to do. By Steven Chapman, Islabikes, PR manager


ODAY WE enjoy a burgeoning children’s bike market and it’s hard to remember that just over a decade ago, most young riders had little choice than to ride heavy, ill-fitting bicycles. Isla Rowntree (founder of Islabikes) changed all this just over ten years ago with an innovative focus on lightweight, proportionately-designed children’s bikes. Islabikes took into account children’s body shapes and uncomfortable allowing their children to take to created size-specific models where everything from busy modern roads where speed, impatience and a frames and brake levers, to crank lengths and lean-over lack of courtesy seems to rule. Even the most hardened angles was studied and specified to give children a cycling evangelist has to recognise the potential dangers better cycling experience and justifiable fears. That is why we believe there needs We’re proud to say that the effect of our approach to be a complete overhaul in dedicated didn’t only transform our customers and especially segregated on-road cycling pedalling lives, it also initiated an industry-wide revolution in children’s ‘Now we need facilities. Just as Islabikes instigated a revolution in children’s bike design a bikes. Now – quite aside from the other to rethink at decade ago, now we need more than ever dedicated children’s bike brands that have sprung up – youth models from almost governmental a rethink at governmental level so that across the UK can have safe and all quality cycle manufacturers have level so that children segregated cycle access to their schools as improved compared to what they were children can a right and everyday norm. Few cyclists producing ten years ago. have forgotten the initial joy of cycling: Of course, some are better than others have safe the ability to travel otherwise impossible (and it’s still not difficult to find almost cycle access’ distances and broaden horizons entirely criminally heavy, ill-fitting “bike-shaped under their own steam. Whether it is objects” outside of the dedicated bike leaving the refuge of home each morning trade). However, for the most part, to ride to school, heading out with friends, or going to children’s bikes are better-sized, easier to handle and town at the weekend, that sense of independence is lighter than ever. what makes cycling as a child so special. Despite this sea change, only half the battle has been The fact is, only once families feel safe to take to the won. Children have the right equipment to cycle, but do roads on their bikes will we see the bike industry’s they have the right opportunities? efforts really come to fruition. The problem now is, some parents feel

6 | September 2017


Marketing to parents

Bucking the trend – why families still prefer the high street by Shelley Lawson, Frog Bikes, founder


ESPITE ALL that is said about the growth of online retail, bricks and mortar is still absolutely key to bike sales. At Frog Bikes we see consistently strong support for the independent bike store from our customer base of families

your child, with your choice of knobbly or smooth tyres. Shopping for a kids’ bike can be the first time many We hand-pick our retailers to make sure they are adults go into their local bike store. When they find a welcoming to families, they appreciate and can warm and open reception, great service, and a credible communicate the technical benefits of our range of range of products, the experience trumps anything they bikes, they use our dynamic “Frog Fit” tool can get online. The more regular visitor to ensure the best setup for all sizes of tends to be keen for their children to be child, and that they will build and check offered the same level of service, fitting ‘A kids’ bike is our bikes to the highest standards – all of and advice that they would expect when buying an adult bike. A kids’ bike is often often bought which deliver an excellent experience to bought as a “distress” purchase – either as a distress the families who buy into Frog. This is an experience that cannot be because there’s a birthday just around the purchase. rivalled by the internet! corner, or because the child has had a growth spurt since their old bike was last There’s a little And now that we are assembling our bikes in Wales, and have an enormous taken out of the shed. So there’s a little less time for distribution centre there too, we can make less time for considered research than for sure our stores get the bikes they need, an adults’ bike purchase. Therefore, if your research’ plus any spares, extra-long stems, and local bike shop can show you a carefully kickstands within a couple of days. And edited range of well designed, affordable for the consumer, there’s no need to wait bikes, which your child can sit on, lift up, in for the bike to be delivered, and no panicky fumbling squeeze the brakes, even test out in the car park (space around in the garage the night before a Big Birthday permitting), then the worry and hassle just vanishes. Better still if you can come back a couple of days later to when you just can’t seem to get the mudguards on the right way round! pick it up – fully built, tested and set up correctly for

Frog Bikes offers a range of lightweight bikes specifically designed for children. Working with Brunel University, the research results in ongoing improvements in the bikes, meaning frames and componentry are optimal for smaller riders. Frog Bikes will be launching some exciting new products at Eurobike – Visit stand 503 in Hall A1

September 2017 | 7


Expanding your portfolio

Getting into bed with brands you’ve never heard of? by Paul Elliot, Bob Elliot, director


his is an area that can be broken into two segments: one in which we are contacted cold, via email or telephone, and another in which we see when at exhibitions or arranged meetings. In both cases, a brand may not have been heard of.

rarely take on a brand without getting our hands on some samples first. We then discuss the samples with our product team, either out in the field or in the office. We often obtain feedback from dealers if we are unsure of how something might fit in the marketplace. If the pricing works and the samples are winning fans we can then proceed to work on ranging a brand. This can sometimes be easy; with only a few stock keeping units or can take some time if the brand has many SKUs to choose from. We always try to select a range which suits our portfolio, whether that’s down to working with We most commonly start working with an unknown price points, colour options or sizes – we do our best to brand by meeting face-to-face – generally at exhibitions not overcomplicate a collection. – whether it is based here in the UK or somewhere else Lead times have been known to get to across the world. nine months in some cases, and we There is a certain excitement and, of currently work under these conditions course, risk when taking on a new brand; with a few brands that fall into this a level of due diligence is a requirement to ‘We rarely category. ensure a business relationship can begin, take on a Then comes another challenge: be maintained and be successful. marketing. With any unknown brand, Depending on circumstances, this can brand without extra work is required to establish the take a matter of weeks or months, and it getting our name, the image and the perception of has even been known to stretch into years hands on what is represents. With help from the to get something off the ground. Our ethos when working with a new some samples brand, and workable material, this can be done efficiently and can be delivered with partnership is to make sure both parties first’ impact. Sometimes a brand may not have have a similar target and objective to much marketing material, but an excellent getting the brand to market. If this is product – so a little extra work needs to something that can be agreed, you have a be completed. platform to work from. Terms of trade are Our strong and experienced sales team is able to important, reliability of the product essential, and bring an unknown to the market, establish and maintain availability key. it, and in some cases make it a market leader over time. To get to a stage where samples are requested, we Before long, if things all go to plan – you have a brand, often require the cost prices together with any expected which is no longer unknown but known to many. trade/retail prices the brand wishes to work with. We One new brand that was new to Bob Elliot only a few months ago is now available and in stock. Ravemen Lights have been developed using DuaLens technology and have already received some excellent reviews. Check out the range at

8 | September 2017


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In defence of steel bikes

Give steel a chance By Jeff Lockwood, Ritchey Bicycle Components, international marketing manager


comfort-enhancing seams of silicon between carbon T SEEMS these days that steel fibre layers to take the edge off the inherent stiffness of bicycles are the exclusive domain of those who can afford the main frame material, thus offering, “a bike that’s supremely efficient, yet offers unmatched comfort for to have custom bikes crafted to long days in the saddle.” Yet modern steel bikes are quite their specific desires and efficient, natively comfortable and comparatively eccentric needs, or of weird bearded inexpensive. In addition to legions of one-man-orwoman bike builders producing some very nice steel rigs, guys who relish the idea of riding a larger brands offer steel road bikes, mountain bikes and steel bike as a sort of metaphoric cyclocross whips that defy their carbon or aluminium retro middle finger salute to the siblings by offering a product that is wonderfully “so-called cutting edge technologies responsive, extremely comfortable and nicely affordable. When was the last time you rode a steel and standards that the bike…a modern steel bike? Not one that industry is ramming down ‘Modern steel was designed and built to be only on our throats, man.”

display, or a big-box-branded bike cheaply bikes are together with welded gas pipes, Over the past several years, the perception quite efficient, slapped but a contemporary steel steed with of what it means to ride steel bikes has natively lightweight tubing, current standards and diverged to very different ends of the cycling spectrum. We’ve seen the drool-worthy comfortable, a nice component spec? My bet is that it’s been a while, and I one-off steel works of art crafted by and invite you to give it a try. Find a builder, hermetic welding wizards that can fetch close to £10,000 at various handmade bike comparatively brand, event or a shop that offers demo call them up and schedule yourself shows. And we’ve been inspired by the inexpensive’ rides, a ride on a new, present-day steel bike. stories of some unkempt guy wearing a And if nobody in your area offers such flannel shirt who just completed his third circumnavigation of the globe atop his £500 steel hardtail steel demos…call to convince them to do so! Steel bike sellers, take note. Be sure to leave at home your outfitted with an arsenal of mouldy bikepacking bags. well-honed (and well-earned) bicycle industry However, there are plenty of exceptions that occupy knowledge and cynicism, and ride that steel bike for a other points on that graph – steel bicycles that perform while with an open mind. spectacularly, feature modern standards and Sure, carbon fibre and alloy bikes absolutely have technologies, and offer a beautiful ride quality…yet won’t necessarily break the bank. And I’m not talking about the their place…and those places are very, very fun and exciting. But just like many of those bikes with the abundance of eclectic specific-purpose bikes for which latest novelty feature slapped onto the newest steel seems to be the go-to material. composite or aluminium, the modern-day steel bike Modern top-end carbon fibre race bikes seem to is, “supremely efficient, yet offers unmatched frequently tout some sort of gimmicky advantage comfort for long days in the saddle.” such as suspension, vibration-isolating inserts or

September 2017 | 11


The Secret Accountant returns

The cycling industry’s corporate influencers


per cent higher) caused Evans to slip into the red. ur articles earlier this Operating profits of £1.7m in 2015 (not a lot in itself year highlighted poor on £133.4m of sales) reversed to a loss of £2.0m in profitability across the 2016. The headline loss was in fact at £6.5m, after IBD channel, both £4.6m of exceptional costs. historically and Jill McDonald arrived at Halfords in May 2015 only to leave earlier this year to take up a currently. We suggested that position at M&S. there’s no real impetus for IBDs to The problem is contagion, with Evans dragging harness their collective appeal and down returns across the whole of the IBD channel become rewarded for their crucial while at the same time hoovering up brands. role in creating value for the Manufacturers are taking the easy option by signing up with Evans and letting Evans do manufacturer brands. And their marketing; Evans’ admin so it has proven. ‘We need to

expenses of £49m buys manufacturers In this article, we’ll delve deeper into why start thinking a lot of market penetration. It’s a very short-term approach. Manufacturers IBDs are continually on their back foot a mediumshould instead be increasing their and not able to generate an acceptable term strategy own marketing, working with quality return for the role they play in the supply chain. that invests in IBDs who provide a consistently higher level of service and expertise, The influence of corporates is the heart key IBD coordinating marketing campaigns, of the matter. Over the years, consumers creating centres of excellence to and manufacturers have grown to love the partners’ include demo bikes and strong point likes of Wiggle, Chain Reaction and Evans of sale and providing strong account Cycles as the marketing and predatory management including warranty support. When the pricing of these retailers has undoubtedly fuelled proverbial hits the fan, as it undoubtedly will, growth in recent years. The growth of Evans, as the manufacturers will be left with nothing, they need to number one specialist cycle retailer in the UK, is of start thinking a medium term strategy that invests in particular interest. Although now a multichannel key small to medium-sized IBD partners rather than hybrid, with over 60 stores and an internet-direct pile-it-high retail multiples and internet players, business, at £135.8m of turnover Evans is the size of before it’s too late. The impetus for change probably perhaps 400 mid-sized IBDs, so exerts a considerable needs to come from the more enlightened influence in the market. According to its recentlymanufacturers, IBDs are currently too beaten up by it published annual results, it continues to operate its all to change the system. “price match guarantee policy”. So – over to you, Enlighted Manufacturer. Turnover increased (by 1.8 per cent) but gross Deliver key retail partners the above and you’ll find a margin slippage (from 37.7 per cent to 36.0 per cent) very willing audience. and an inability to contain administrative costs (5.7

12 | September 2017

FOR ALL YOUR CYCLING PRODUCT NEEDS We’re dedicated to providing our dealers a best in industry service, here are a few ways how we do that:

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“The trouble with stabilisers is that children lose confidence when they come off� Michael Frearson, Bikeability Trust

16 | September 2017


The end of stabilisers Are balance bikes really the future of children’s cycling? Do stabilisers actually do more damage than good? Laura Laker finds out from the experts how best to teach children balance on their first bikes, and what advice you, as industry experts, can give to parents to ensure the future is full of confident cyclists.


CHILD’S first solo ride on a bike after the stabilisers come off, and they finally learn to balance and pedal by themselves, was once a rite of passage. For many people, it is an enduring memory from childhood. With modern thinking shunning the humble stabiliser in favour of the balance bike, it is likely the next generation will remember the day the pedals went on their first bike, instead of the day the stabilisers came off. The idea behind the balance bike – a bike built without pedals, or it could be a regular bike with the pedals removed – is the child learns to balance and steer first, rather than learning to sit on a bike and mastering the balance later. Islabikes revolutionised children’s cycling by introducing balance bikes to the market, after researching how children learn to ride, and what they need to be able to do so – looking at everything from saddle shape to grip size, reach and brakes. Balance bikes are designed for younger children than pedal bikes are – Islabikes’ Rothan frame, for example, is designed for riders with an inside leg of 30cm or more. Now, professionals teaching kids how to cycle recommend balance bikes over stabilisers. Michael Frearson, founding director of the Bikeability Trust, the national charity for Bikeability, says: “People who do cycle know balance is everything when starting cycling. Parents who don’t will probably think stability is more important, and choose the ‘safe’ and easy option of stabilisers. “The trouble with stabilisers is children lose confidence when they come off – the stabilisers first, then the child. Children are understandably reluctant to push pedals on what is suddenly an incredibly unstable machine, but they need a bit of speed in order to balance. Confidence and enjoyment drain away when they discover they can’t do something they thought they were good at. “It takes a lot longer to learn if you have to unlearn first. Unless balance is likely to be a continuing problem (for which a tricycle may be a better

Should older children, and those already using stabilisers, stick with it? O

“If you start off with stabilisers, you need to go back a step to go forward,” says Liz Colebrook.


“What I say to parents is: ‘take the stabilisers off, and throw them away. Take the pedals off, lower the saddle right down and use the current bike like a balance bike’.”


“Luckily the child is older and they can see the logic of getting balancing first. Get the child to see if they can go down a grassy slope with their feet up – like sledging, on a bike; let it roll, and get the feeling for that. Then put the pedals on, and gradually raise the saddle, see if they can roll with their feet on the pedals.”


“Hold them behind the shoulders when they are pedalling, until they are ready to balance. You need to do that bit on the tarmac, somewhere safe like a tennis court.”


“It is a concentrated afternoon in the park over a school holiday to get that going. It has got to feel fun, though.”

September 2017 | 17


“Walking is a natural part of a child’s development, whereas pedalling is a learned skill” Liz Colebrook, occupational therapist

Letting go – and tips O


Once you’ve progressed to a bike with pedals, how do you know when a child is ready for you to let go? Says Colebrook: “If you are holding them behind their shoulders and all they can do is look at their feet, they are still thinking of just one thing at a time, and you have just got to wait. Put the bike away, maybe, and go back to the balance bike for a few months and try again. The thing is not to push them and tell them they have done something wrong. If you show you are disappointed that is the thing they pick up. Instead say ‘don’t worry, we will get back on the balance bike, we will have another go next week’.”

solution), don’t start with stabilisers. Start with balance, and be patient.” Cycling UK’s Victoria Hazael, whose two children learned to cycle on balance bikes, says introducing balance bikes at a young age means kids can ride a bike with pedals before they start school. “The ideal is to start your child on a balance bike at around two years old, when they are confident running and steady on their feet,” she says. “Riding a balance bike teaches a child to steer by leaning their body and helps to build confidence.” Hazael believes that because of this, the transition to a bike with pedals is very quick. In a recent project in Glasgow, Play on Pedals (of which Cycling UK was a partner), 7,148 preschool children across the city [], many from low-income families, were given access to bikes and training. 18 | September 2017

A word from the expert: Liz Colebrook, occupational therapist, frame builder (Beaumont Bicycle), who formerly worked in Islabikes’ fitting studio O

“It is a natural part of a child’s development to learn to walk, and that is inbuilt, whereas pedalling is a learned skill,” says Colebrook.


“A two-year-old’s brain can really only focus on one thing at a time. When you’re riding a bike you are balancing, and pedalling at the same time, whereas the child’s brain doesn’t get that ability to coordinate until about 3.5-4.5 years old, on average.”


“Their second birthday is the best time to give a child a balance bike. This is something that doesn’t stand up on its own, which makes it different from most children’s toys. They learn to hold it with their hands, swing their leg over the saddle, then they waddle along, standing astride it, then progress to sitting down. This could take a month, it could take six months.”


“Generally children pick up that ability to combine pedalling and balancing at 3.5-4.5 years old.”


“On the fourth birthday it all comes together. They can learn to ride in a day. One minute they were on their balance bike and the next, because they have got their balance and coordination, they are ready to pedal. It can happen in five minutes, if you have done the right preparation and you have timed it right.”


“Some of them don’t want to get off the balance bike, and go to a bike with pedals!”

TEACHING CHILDREN Scheme providers specifically recommended parents use balance bikes and warned of the “negative impact” of stabilisers on kids learning to cycle. Hazael says: “Had we had that project with stabilisers we wouldn’t have had the same number of children learning; we would have had to do a second project where we took the stabilisers off. “It’s just easier learning with a balance bike,” she says, “the idea being if you start young, by the time you have a four or five year old you have a confident cyclist who can balance, and cycle around corners and stop. “In the last ten, maybe 14 years, our members have told us time and time again that it’s easy and straightforward and it works.” A slightly different approach may be needed for older children, but the same principles apply. Says Hazael: “Older children who have not used a balance bike will take longer to learn, but all is not lost; you can remove the pedals on a 14” or 16” bike and turn it into a balance bike. At Cycling UK we’d recommend you try that first, before using stabilisers, as a bike steers by leaning and stabilisers stop this.”

“Riding a balance bike teaches a child to steer by leaning their body and teaches confidence” Victoria Hazael, Cycling UK

“Stabilisers didn’t do me any harm; why should my kids be any different?” Because the stabilisers coming off is such a pivotal memory for most adults, and parenting fraught with emotion, some parents resist the idea of bypassing this stage. How do you manage that? Colebrook says: “I can only say what I say to parents who come in who want to do that, who say ‘I learned with stabilisers, it didn’t do me any harm’. Well, that’s because we didn’t have balance bikes.” Gently explain that although that was the way everyone used to learn to cycle, balance bikes enable kids to learn a lot younger, and quicker, by teaching them the crucial element of cycling – balancing – from the start.

Balance bike tip for tall people with tiny children O

Colebrook says: “Get a scarf, piece of fabric, to pass around the chest, under the armpits, gather it up behind them, between the shoulder blades. Then, holding with one hand, you can run with them.”

September 2017 | 19

Tips for bike shops O

Stock decent quality bikes – look for lightweight bikes designed for kids, not simply shrink-to-fit adults bikes, or bikes designed to look like motorbikes, or similar. Some kids’ bikes can be heavy, with a high centre of gravity and hard to control. This will reduce the likelihood of success, and could put parents off ditching stabilisers.


Decent kids’ bikes will cost more but are worth the investment, if parents can afford it. They also retain their resale value, and can end up costing parents less, once this is factored in.


Hazael says: “When people tell me ‘I didn’t like the balance bike’, when I ask what kind of bike they tried, it’s hardly ever a high end bike that’s designed for kids, it’s often a heavy bike that’s hard to steer. When you’re just 12-14kg, 2kg makes a big difference.”


“When Islabikes went onto the market everyone else had to up their game, because they were designed with little hands in mind. My daughter at two could pull a brake lever.”


Zoe Banks-Gross, who runs Bristol’s Kidical Mass rides, massparticipation family-friendly bike rides [see box] says: “Kids bikes need a low centre of gravity, brakes that children’s arms can reach. Kids’ arms aren’t as long as adults, proportionally, they need to be able to reach the brakes.


“The adult women I teach don’t have stabilisers, they have to learn to find that sense of balance within themselves,” she says.


She adds shops need to be friendly and welcoming to families, and she would like to see them stock kids’ bikes year-round, not just at Christmas, so come a child’s second birthday, there are options available.

“When you take the stabilisers off, the child hasn’t got any natural sense of how the bike’s going to stay up” Liz Colebrook, occupational therapist

Stabilisers change how a bike behaves O

Colebrook explains why having stabilisers can make learning to cycle harder – by teaching children to do the opposite of what they need to be able to ride a bike.


She says: “A bike steers by leaning: if you lean to the left, you go left, whereas if you have put stabilisers on a bike, it doesn’t lean: with stabilisers, if you want to go left, you lean right to counter balance. When you take the stabilisers off, the child hasn’t got any natural sense of how the bike’s going to stay up, it hasn’t developed that natural feeling of how the bike goes around corners.”

Further reading/watching: Sustrans produced a useful video on how to teach your children to ride a balance bike here: Cycling UK provides information on balance bikes here: http://www. Cycling UK conducted a product test of some balance bikes here: balancebiketestcycledec2014.pdf

20 | September 2017

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Dishing the dirt: maintaining both the rider and the bike son to Muc-Off’s Ja s lk ta ls e w o sion to Kieran H e brand’s mis th t u o b a ll e Bradw rider in bike and the e th th o b p e ke ition pristine cond


EVER IN the history of cycling has it been simpler and more straightforward to keep your bike in pristine condition. The range of cleaners and lubricants on the market account for just about any technical specification or requirement a cyclist can have. On a recent trip to visit the Raleigh complex in Nottingham, we got a chance to chat to British MTB trails legend and WD40 representative Martin Hawyes about the power that the iconic brand holds over the market. “The absolute key for us is giving the public exactly what they want. Our range includes specific cleaners and lubricants for e-bikes, mountain bikes, the tailored bike product GT85 and, obviously, the classic WD40. The name

itself instils faith in people because they know that it works.” Whereas the brand has done a stellar job of adapting the range with a collection of tailored products, a dealer in the room was quick to point out that, whilst the new products are well-marketed, all he’s interested in stocking is the classic WD40 because: “I know it, my customers know it, and I don’t want anything else.” This raises an interesting debate. There’s tendency to state that the original marketers behind the WD40 brand did too good of a job impressing the multi-functional usage of their brand and in doing so, pushed any other releases out of the market. For some brands, a singular product to focus on, push and market to dealers is the name of the game. Last month we spoke to Flaer’s Andy Parker, who insisted that

September 2017 | 23


“Bike maintenence is not a single product – we want to create a process that yields the best results ” Jason Bradwell, Muc-Off

concentrating on the brand’s chain performance unit ensured that it was the best on the market. “We’ve spent so much time and effort making this one product as good as it possibly can be. There’s always room for improvement, and we’ll keep on investing our resources in giving our customers the best product we possibly can.” As impressive as this sounds, Jason Bradwell of Muc-Off believes it to be unnecessary. “Bike maintenance is not a single product – we want to create a process that yields the best results, so we need to incorporate a holistic approach that covers all bases.” There are currently over 50 individual products in the Muc-Off range, which covers everything from its famous luminous pink Nano Tech Bike Cleaner, to tyre and cassette brushes and bio grease, to chain lube and anti-fog treatment. It has always been the goal of the 24 | September 2017

Muc-Off brand to boast an extensive range, and this, says Bradwell, encourages the same sense of brand trust and faith. “Developing high-quality products is something that we’ve been doing since we opened our doors in 1994,” says Bradwell. “The secret to our success is quite simple – we only make products that we would use ourselves. Every single member of the Muc-Off team is passionate about cycling, whether on the road or the trail, and nothing leaves our R&D department until it has been tested and retested by us.” One of the latest developments for the brand was the move into not just bike care, but rider care products. “Athlete Performance was a natural next step for the business,” commented Bradwell. “It all started when we saw that there was a clear gap in the market for a range of skincare products


designed with the athlete in mind; we’ve been helping people take care of their bikes for two decades; it makes absolute sense that we now help them take care of their bodies.” The range consists of what the brand is calling ‘the cutting edge in sports science technology’ with products such as the Amino Recovery Balm, the Luxury Chamois Cream and the Amino Ultra Endurance taking pride of place. Whereas the brand’s range reflected its ambitions to grow, the move into rider maintenance still posed a significant risk. This, Bradwell tells me, is par for the course of creating a truly comprehensive product range. “You can’t grow if you don’t take risks. We were bringing a new category to the market and creating the demand, so yes, it was a big risk!” 12 months after the launch of the rider maintenance range, the reaction from dealers has been very positive; instead of rendering the brand complacent with its inventory, it has only spurred them to surge forwards and carry on creating. “We’ll never stop creating new products. If there’s a need, we’re here to fill it. What will evolve is our scope. Having perfected bike cleaning and maintenance over the last 20 years, we are now exploring new markets with our Athlete Performance skincare range and some other exciting projects on the bubble. Watch this space.”

“You can’t grow if you don’t take risks. We were bringing a new category to market, so yes, it was a big risk!” Jason Bradwell, Muc-Off

26 | September 2017

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Pashley, profiled Carlton Reid travels to Stratford upon Avon to ride on the new London cycle hire bike being made by Pashley but we can’t reveal the details of that yet so, instead, here’s an interview with Pashley owner Adrian Williams.

T TIME OF press, London Mayor Sadiq Khan had still not scheduled the unveiling day for the “5000” series of hire bikes you’ll soon see in the nation’s capital. They’re being supplied by Pashley, and I rode one (they’re a huge improvement over the existing bikes), and was given the full back-story by Pashley MD Steven Bell. Look out for that breaking story on Meanwhile, I also got to spend time with Pashley CEO Adrian Williams. He says “lovely” lots. Which is lovely. Here he is in his own words. “I’m an aeronautical engineer by degree – I did my apprenticeship with Westland, [working on] remotely piloted helicopters. I then moved on to commercial side, and progressed to a high level. “But I wanted to run my own business. [To learn the ropes] I joined a small aerospace engineering firm in Bath. By the age of 35 I was deputy managing director, and the group that the business belonged to had ambitions for me, but I didn’t want to be involved in aerospace or defence so I formed my own marketing company. “[In the early 1990s] a sculptor friend of mine asked if I’d ever [cycled] the Bath to Bristol route. No, I said, I haven’t got a bike at the moment. He told me to get out more.

“I wanted to run my own business” Adrian Williams, Pashley

“[My marketing company] was representing a French company making helicopter deck-landing equipment. I went out to the Paris air show and got gridlocked on the Périphérique [the M25 of Paris] and just thought this is ridiculous, we cannot go on like this. This is a motorist thinking, not a cyclist. “The group my company worked for had a subsidiary company that made gears and had worked on the parts for an electrically assisted bicycles a

September 2017 | 29


The interior of Pashley’s store in Stratford upon Avon

few years previously. When I asked a supplier about batteries he said ‘do you mean for the Sinclair bike?’ This intrigued me …” Sir Clive Sinclair was working on a small-wheel electric bike at the time, was became the Zike. It was launched in March 1992 at the Cyclex exhibition in Olympia, London. It cost £499, with plans to sell 10,000 per month – the Zike was discontinued after just 2000 were sold in total. “[At about this time] my sculptor friend came to the door with a bicycle and said try the Sustrans route. “So I dropped down the hill in Bath, where I lived, and went towards Bristol. Everything in my life then slowed down, people were waving, the May blossom was out, people were smiling – it was all so lovely. “Then I went back via a hill, and thought ‘Bugger this!’ I had in the back of my mind electric-assist for bicycles. I decided this was something I’d like to be involved in, and could be the future. “I formed a little company in a converted chicken-shed near Bath, and employed an engineer and a designer and we got some Hawk bikes and we motor-assisted them. The drive went on the front fork. “I found out where Sir Clive Sinclair was launching [his Zike] so we decided we would go up to Cyclex and cycle around outside when he launched inside. A Sky television crew saw us, and took some footage. Some broadsheets came across and took photos. The media went into the Sinclair launch, said it was strange machine, and also covered our machine, which looked normal. The next day all hell broke loose. “One person turned up at our converted chicken sheds, a quarter of a mile from Marshfield, and said he wanted to buy the bike. He had come from Birmingham by train to Bristol, by bus to Marshfield and walked to us – he took out £1000 in cash and said he’d been

“One person had come from Birmingham by train to Bristol, by bus to Marshfield and walked to us – he took out £1000 in cash.” Adrian Williams, Pashley

Pashley’s own store Pashley also now has a company shop, the Traditional Cycle Shop of Stratford upon Avon. “We didn’t have an outlet in Stratford upon Avon,” says Williams, “but people wanted to see our product so we took on board the Traditional Cycle Shop, which was previously operated by Avon Boating Company. We took that on last year. “We are routing customers into our dealers too. We are not trying to take business away from them. I go in there on Saturday mornings, listening, observing, and trying to see what works in terms of display. That gets fed to our dealers, here and internationally.” The shop is managed by Fran Martin, a former secondary school design and technology teacher. “I’m loving every minute of it,” he adds. “Business is very good. We’ve just had a record month.” The shop stocks the full range of Pashley products, as well as many Moulton’s. (There’s a £16,000 Moulton on the shop counter.) The Guv’nor is a steady seller, comments Martin. “Somebody will come in looking fairly normal and buy a Guv’nor and then when I see them for their six-week service they’re wearing tweed and waxing their mustache.”

30 | September 2017


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“Pashley had been helping Royal Mail improve their bicycles, the RM92 Millennium, and we made it more robust.”

looking for something like this for absolutely ages. “Pashley phoned up and said they were interested in the technology. I started talking to them about a licence agreement, but then everything went quiet. Later I happened to be passing Stratford upon Avon and was met by the operations manager who told me there were one or two difficulties at the company – they had bought another firm – Spencer mudguards – this had been ill advised, the company was debt burdened. Mountain biking was all the rage in 1993 and the bank wasn’t interested in a mudguard company. “So I said would you like me to help? I came on board four days a week and the operations manager went down to run Spencer’s. Within six months of being here, I could see that demand for Pashley products was strong. The phones were ringing, people who had bought fleet bikes five years previously came back for more, and when I asked a brazer or welder if they’d mind helping out somewhere else in the factory they said ‘yes, that’s OK’ – there was a lovely Midlands propensity to the work.

32 | September 2017

“Banks were not interested [in a Midlands manufacturer of bicycles]. This was at a time when nobody was interested in UK manufacturing – everybody was off-shoring. I hated that. “Everybody was short-term minded. I could see the Pashley family wasn’t terribly interested in [the company] so I said ‘how about we do a management buy-out?’ And they said, ‘well, if you think you can.’ So, in December 1994 I went to 3i to get the funding. “Pashley had been helping Royal Mail improve their bicycles, the RM92 Millennium, and we made it more robust. In due course we saw [posties] needed to carry more. We had been developing a stepthrough load carrier, the Pronto. Royal Mail ran a competition [in 1999] to find a load-carrying bike, and we entered and won. We called our Pronto the Mailstar. Soon that was 60 percent of our business.” This contract famously ended in 2013. “We’ve always done traditional cycles. When William “Rath” Pashley started the company in 1926 he said ‘I’m not going into the volume side I’m going into the niches’. When people say we do retro



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bikes, I say ‘well, we’ve been doing retro bikes for 90 years.’ “In the 90s we had 300 products, which is incredible for a business with 50 people in it. We now have 160 products. Which is still amazing, really. We’re the last of the original makers. “If I was a ruthless consultant that just wanted to maximise on profit maybe we wouldn’t make this lovely children’s Pickle tricycle or some of our other products, as they would be deemed unprofitable, but we have to continue in the tradition of making bicycles. “The Guv’nor came about when we started to focus on our classic cycles. We made useful cycles, whether for industry or commerce or delivering things around the streets or for people riding on the streets – sensible bicycles, basically, which was unfashionable thinking at the time. “I’ve got a small house at Wilmcote, three miles away, and next to the canal tow-path so I have a cycle to work route and I wanted a simple bike to cycle to work on. In my head I had this product, which would become the Guv’nor – it’s a simple three-speed. “The UK sales manager said I’m not putting that on my stand at London. So the first prototype was sent out to Interbike to see what the distributor over there thought about it. When we were building up the booth, the distributor saw the bike and said ‘that’s amazing’. “We thought we maybe need to put it on display. Soon after the show opened, our distributor came up to us and said ‘would you mind having a word with your technical person because he’s saying it’s not available, and I’ve sold twenty of them already.’ “I said ‘what price are you using?’ He said ‘well the price you gave me.’ “‘But I made that price up,’ I said. ‘Well, they’re buying it,’ he replied. It launched itself really. “There’s a certain style about it. Uncomplicated, and it has a certain aesthetic and beauty. It spawned the Guv’nor’s Assembly [a fan club]. “Pashley is all about long relationships – that includes with our UK supply base, which has been difficult because the supply base has been eroding. We have two employees who have been here more than forty years. We have seven who have been here more than 25 years, and we’ve got youngsters

34 | September 2017

with us, too. Our distributor in Japan has been with us for over 35 years. “Pashley is driven more for the love of the product and those relationships rather than driving the bottom line. There is a soul here. “We’ve got the last metal mudguard making machinery, which Spencer’s [a traditional mudguard maker] wanted moved out of the way so I purchased that. I’m going to get it up and running in the not-toodistant future. “There are people [here at Pashley] that ask me ‘why are you doing that, we can get [mudguards made overseas] but they say that carefully … and I’m ignoring them.”

Pashley in numbers: Pashley was founded by William “Rath” Pashley in Birmingham in 1926. The company specialised in freight work-bikes. The company now makes about 10,000 cycles a year. Williams owns 73 per cent of the company. Pashley will supply 500 bikes a year to Serco which operates the ‘Santander Cycles’ share-bike contract with Transport for London. The bike frames are made in Taiwan, but painted and assembled in Stratford upon Avon. Williams is hoping to eventually make them in the UK.

“Our distributor in Japan has been with us for over 35 years.”



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Cycle Show preview: What does the future hold for the NEC’s Birmingham-based Cycle Show? Hayley E. Ferguson chats with the event’s portfolio director, Chris Holman, about everything the industry’s been wondering over this past year


HERE’S LIMITED space at the show – how do you vet the companies that want to exhibit? Are you careful picking them, or can anyone have a stand? The show has been very close to a sell-out each year since 2013, so we’ve been able to avoid the kind of late deals that can lead to car crash stands. We do have to police the way that some companies exhibit at the show – there are some lovely stand builds and the expectations are rightly high, so we do have to have difficult conversations with some companies about the following year’s show if the standard of presentation isn’t good enough.

What do you think the most exciting new brand exhibiting this year is? No surprises that it’s from the e-bike sector. We’re very proud to already have two of the biggest names in electric bikes at the show with Shimano Steps and Bosch, but ContiTech now join them for the first time with the UK launch of their new 48-volt electric drive with automatic transmission for e-bikes. The industry rumour mill about the product has been circulating for some time and Continental will have three demo bikes available for trade and consumers to try the product first-hand. Do you expect Eurobike’s new dates will affect how you run the show in 2018? I think it’s a wait and see year in 2018, but we are already looking to move a few weeks earlier in 2019 because of the Worlds in Yorkshire and it will be interesting to see if there is any effect from Germany which could influence if Cycle sticks at those new dates. Shows in the summer holidays rarely work well so that does dictate the available options. It’s also increasingly apparent that brands are all working to their own launch cycles now with products seen at so many different times of the year,

“We’re very proud to already have two of the biggest names in electric bikes at the show”

September 2017 | 37

EXHIBITORS LIST COMPANY NAME STAND 2020 Cam G15a J132 absolut Black G12 ACT (Association of Cycle Traders) F48a AfterShokz Sport Headphones H1 Ale Cycle Clothing H4 Alpine Cadence L76 Alpine Revolution K76 Amps Electric Bikes Ltd J131 ARCC Innovations J135 ATB Sales J71 Batribike Electric Bicycles K190 Beers Burgers Bikes F11 Beet It Sport G154 Begate H12 Berganti Bikes / Helios Hotels L70 BETD Components Ltd G10 Bianchi H101 Bicicletas Esteve S.L. G4 Bicisupport D29 Big Bobble Hats K11 Bike Box Alan Ltd F35 Bike Lights UK K26 Bike Register J90 BikeBiz Magazine M80 Bikmo Ltd G152 Bikspoke J31 Blade Bike Lights G7 Bloomsbury Publishing L82 Boardman B41 Bob Elliot & Co Ltd M71 Bon Courage Apparel F7 “Bosch eBike Systems, Robert Bosch GmbH” K65 Brightside Bike Lights Ltd J34 Byocycles K145 Calibre D51 Campagnolo D13 Cannondale / GT C41 Canyon Bikes UK Ltd K63 Car Insurance 4 Cyclists K6 Casada health & beauty Ltd J32 Casco J38 CCK - GoPro A75 Ceasar Trading L65 Chia Charge K1 Chicken CycleKit D24 & G115 Citrus-Lime Limited M60 Colnago H71 Condor Cycles G101 Continental Drifting L71 ContiTech J141 Corima / Rudy Project / Giordana / Bike Rooms A35 Coros J39 Coyote Sports G43 Crankbox G10a Cranked L57 Crussis K150 Cube Bikes Netherlands J51

38 | September 2017

CycleGuard Cyclescheme Ltd Cyclewrap Cycling UK Cycling Weekly / MBR Cycling World Cycology Travel Ltd Cytech CyTronex Dakine, Damson Audio Dare 2b Datatag ID Ltd Deda Elementi Didoo Sports Dolan Bikes, Eco Voltz Electric Bikes Edge Sports UK Ekoi ElectraWheels Elephant Bikes Elite / Hump / Lazer Madison Clothing Endurance Conspiracy Eskuta Ltd Estrella European Bike Express Everich Evopos UK Ltd (Barclays Business Services) Exodus Travels Ltd Explore Worldwide Extra UK Eyepod Opticians Family Foods Ltd Fat Lad At The Back Faulkwood Therapies Fenwicks Ltd Fibrax Ltd Flaer Flare Clothing Company Ltd Four4th Fruit Shop FSA & BBB Garmin Garuda Sports Gazebo Shop Gear Club Ltd G-Form Grapefruit / Gusto Greek Cycle Holidays Greenover Ltd Headwater Helmetor Help for Heroes Henty HIGH5 Hi-Lighting Hope Technology Huez Inspired Cycle Engineering Islabikes Ltd

H27 L47 D49 L61 A73 H154 L53 D77 J121 M63 F3 H35 J45 G111 G31 K66 K200 K10 H140 & H7 J147 D86 C11 K22 J123 F77 L81 H2 M69 L73 K72 G81 K9 F9 H15 H3 A52 F45 H25 G10 H14 K5 G61 & G65 A41 J41 D65 G71 D25 L30 L78 A77 L77 L27 B71 G14 B32 H157 G52 K25 B72 A80

ISON Distribution G135 & G147 Jet2holidays L63 JLaverack Bicycles Ltd F38 Juicy Electric Bikes K152 Kiddimoto D84 KitBrix F49 KMC Chain Europe BV G113 KTM Bike Industries H121 Ledco Ltd J43 Lexham Insurance G6 Lightspeed M65 Love Velo Ltd L67 Lucho Dillitos G8 Lumen Labs Inc G17 Lusso Clothing H143 Mars A43 Maxons H10 MBUK / Cycling Plus H145 Met Helmets B51 Miche D31 Miltaro F69 Momentum Electric Limited K123 Mondraker /Knog/Yeti C35 More Adventure K74 Mulmar Foodservice L65 M-Way G5 Nairn’s Oatcakes Limited K111 NAKED:RUNNER G9 Naturally Works F29 Neilson L80 Neo Mouv K151 Ningbo Nanyang Vehicle Co. Ltd D21 NRG4 G117 Nukeproof B21 Oakley D26 Orange Mountain Bikes G41 Orbita Bicicletas Portuguesas C1 OTRAJET INC D67 Oxford Products A45 Pedal Nation / High Places L83 Pedalshed H6 Pedibal Ltd D1 Pell and Parker LTD C23 Phillips - van Belzen LLP K8 Pinarello A11 Pistidda G123 Primal Europe H91 Pro - GreenMx F10 Pro Vision Clothing G11 Puffin Sport G7 Race co Cycles UK F48 Racing Greens K2 RAFA Nadal Sports Centre L84 RAR Wheels A25 Reap Bikes D23 Redspokes Adventure Tours F31 Rehook B70 Reilly Cycleworks F81 Rh+ G13 Ribble B23 Ridgeback Kids / Saracen Junior / Wishbone / Lazer Helmets L28

Right Kit G3 Roadside Therapy Ltd H11 Roodog Ltd K153 Rose Bikes D41 Roswheel UK F15 Rouleur D75 RSPB K12 Ryedale District Council J33 SALICE D5 Schwalbe / Bohle UK ltd A21 Scimitar Sports UK Ltd J42 See Sense J95 Selev Helmets/Biemme Sport A27 Selle Italia / Sporturer H31 Shand Cycles F63 Shimano / Pearl Izumi / PRO B11 Shimano Steps J134 Slick Revolution K155 SMP4Bike-Dillglove Ltd D61 Snowdonia Mountains and Coast K76 SPET - Turismo de Tenerife L79 Spitfire UK Distribution Ltd F37 Sportline = Genesis / Ridgeback / Ridley / Saracen A31 Starley Bikes G151 Stephen Roche Cycling Holidays & Training Camps K73 Storck Bicycle G121 Sunshine Bicycles F36 Sure Clinic J111 Tabor Saddles D69 Target Velo F8 Tenerife Training Camps - Brivelo L74 The Sock Mine D81 Torq D11 Transition H81 Tribe Tracker F6 Trillion G45 TrueStart Performance Coffee D87 Truhnk H8 ULTIMATE USE & Exposure Lights G47 Upgrade Bikes Ltd H19 & H21 Ursus S.p.A. H125 Van Nicholas G131 Vanity Hotels L75 Vaude (UK) Ltd M70 Velo Brands A42 Velo Club Europe K71 ViFit G32 Vitfor Limited H155 Vitus Bikes H131 Wanfair H153 Wattbike D47 Wattitud K149 Weldtite Products Ltd H65 Witter Towbars L58 XYNRGIEsport H9 YourZooki Ltd L16 Zefal F67 ZipVit B31 ZyroFisher Ltd H45


Floor plan Road Test Track (Hall 16) Pre Booked Sessions A35




NEC Birmingham








IslaBike Kids Test Track



A75 A52

21-24 September 2017

Bike Park Outside Atrium

A41 A25 A27 A43



VeloVixen Women’s Hub





Tour of Britain Café Bar

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Ridgeback Kid’s Test Track

Kid’s Dry Tri

BMX Jump Show


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J45 J35a


MTB Experience




VIP Lounge K71 K73

L41 L57

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K74 K76



L59 L75 L73 L77




L18 L17




J43 M26

Hall 9






Bosch EMTB Track


The Wattbike Stage

Feature Area 5ZGQNH8JW[NHJX




14 L74





















M61 M69







Hall 12

L82 L81



Shimano Steps eBike Pit Area

Shimano Steps eBike Village

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Show Supporters

Hall 11

Trade Zone

To eBike Test Track with Gradient

To Woodland Dirt Track over 1.7km

so it will need to be seen whether Eurobike’s date change will be a galvanising factor, but obviously it’s possible.

“We are already looking to move a few weeks earlier in 2019 because of the Worlds in Yorkshire”

It’s been said that some people are moving away from large shows into smaller house shows; what place will Cycle Show have in the future? That seems to have been one of the factors behind Eurobike’s recent date changes, but that show is a very different proposition to ones like Cycle Show, CosmoBike and Unibike and the scale of investment is very different too. Smaller, country-specific shows with a public element continue to be very successful while the mega trade shows have seemingly suffered in recent years. Obviously house shows in the UK have been around for a long time so it’s not a new phenomenon either. They clearly can work if done well, but we all know that IBDs are time poor so one national show where they can come and finish off orders still ticks a lot of boxes. The consumer attendance is also very much on an upward trajectory and the Cycle Show model is working well on that front.

September 2017 | 39


What do you recommend brands do to attract people to their stands, and make their exhibits more interactive? The big distributors like Madison and ZyroFisher do an excellent job of making the best use of their space and critically the stand designs not only demark the brands really well, but are open and welcoming. We all know that people can be intimidated by going into shops, so creating an enclosed space or dead ends on a stand is rarely a good idea. Open stands give visitors a chance to spend time really looking at product without being hassled, then when they’re ready to speak to staff they do. On the interactivity front, Dillglove does a smart and very simple thing with its tripod saddle testing as it’s not an easy product to try before buying, and selling the ergonomic benefits is an even harder task without getting bums on saddles. Madison demo’d an Elite hometrainer at the show a couple of years ago which had a long queue of people waiting to try it and the BMW wind tunnel for its e-bikes had a similar response last year. People love having a go.

Which brands really stood out/ left a mark on you last year? Primal is a company that always puts a lot of thought into its stand, making it as interactive and engaging as possible, with cool things like a photobooth. Clothing is another product that isn’t easy to showcase,

40 | September 2017

but Madison does it very well. Also if you’re at the show five minutes before it closes on the Saturday, you’ll notice that the Primal team is still flat out and talking to customers, and I think you have to adopt that mind set and aim to squeeze every ounce of benefit out of attending a show. Visitors really engage with brands when they can speak to them directly – it creates a powerful, long-term bond and visitors to exhibitions are a critical group because they are at the top of the pyramid in terms of dedication to their hobby. What’s the correct formula for gaining maximum impact from your stand at the show? • Willing and friendly staff • A stand build that reflects the quality of your brand • If you have enough room, then an element of interaction is a no-brainer especially if it can be linked to your social media activities, or a pro rider bike or the pro rider themselves is always a winner too

“I think it’s sensible to insist on wearing a helmet.” Jeffrey Woolf, Morpher inventor

42 | September 2017


Does the future fold? protecting your investments It’s a fact. Helmet laws decrease cycling numbers, but is that because the industry is stuck in the past? Kieran Howells talks to Morpher Helmet inventor Jeffrey Woolf about the endless helmet debate and how he believes the folding helmet will pave the way to a brighter, and safer, cycling future for the masses…


ELMETS ARE the great divider in the cycling industry. Generally, cycling advocacy groups have taken a strong stance against the enforced use of helmets due to some worrying statistics and apparent correlation between bicycle usage and helmet laws. In Australia, the introduction of mandatory helmet laws have been linked to a 30 to 40 per cent reduction in regular cycle usage, and organisations such as Cycling UK have warned that a similar reaction may occur in Britain. Health groups such as the British Medical Association, on the other hand, strongly agree with the use of helmets after research has shown that in terms of health benefits, head protection can be the difference between life and death – in fact, a recent study found that 74 per cent of cycle related crashes involved a head injury, 97 per cent of cyclists who have died in collisions within the last ten years were not wearing a helmet and that only 13 per cent of collisions in which a cyclist was wearing head protection resulted in death. This juxtaposition is obviously evident to the public, 92 per cent of whom claim they don’t wear a helmet, whilst 84 per cent still feel their life is at risk by not doing so. This may be the case for a number of reasons. For one, the average price of a helmet in the UK is around £30 and whilst some multiple use options are available, most brands strongly recommend ditching the unit after a collision. This may dissuade some, but the main reason given for lack of regular helmet usage is simply that the average helmet is extremely bulky. Companies regularly use materials such as polycarbonate or polystyrene to provide comprehensive impact protection, which usually requires thick layers in a rigid construction, which explains why 82 per cent of road users polled say that they don’t use helmets due to their lack of portability. “People are sick and tired of having to carry around a whole backpack just to travel with their helmet,” said George Fox, technical director of

HEAD STATS: What the numbers say about wearing head protection O

74 per cent of cycle-related crashes involved a head injury


97 per cent of cyclists who have died in collisions within the last ten years were not wearing a helmet


Only 13 per cent of collisions in which a cyclist was wearing head protection resulted in death


per cent of public claim they don’t wear a helmet


84 per cent still feel their life is at risk by not doing so

September 2017 | 43


Headkayse when we spoke earlier this year at the London Bike Show, where the brand featured as part of the bikebiz Innovation Lab. “The most important thing to us, besides actually keeping the user safe and protected, was that the unit would be ultra portable and not get in the way of day-to-day life.” The Headkayse design was the subject of a lot of attention at the show, not least because the brand’s stand featured a giant anvil repeatedly impacting the durable material that the units are constructed from to prove that it can withstand multiple impacts and retain its safety properties. The material – known as Enkayse – is successful because it deals with impacts in a completely different way. Instead of compacting in the area of impact, the material disperses the effect of the impact over a much wider surface area, meaning a Headkayse helmet will not only save the user from large and potentially life threatening hits, but also from smaller and far less serious bumps and knocks. The Morpher helmet takes a different approach to the foldable helmet model, but for similar reasons. “When the then-called Boris Bike scheme launched in London I was astonished to see so many users not wearing helmets,” exclaimed Jeffrey Woolf recently whilst talking about his invention, the Morpher folding helmet. “I realised that if I could invent a helmet that could flatten and fit into a bag, like a backpack, handbag or messenger bag, then I could help people protect their heads and hopefully save lives.” Woolf is also a firm believer in the introduction of mandatory helmet

44 | September 2017

What Cycling UK says about Helmet Standards: Cycling UK is opposed to both cycle helmet laws and to helmet promotion campaigns because these are “almost certainly detrimental to public health”... …evidence shows that the health benefits of cycling are so much greater than the relatively low risks involved, that even if these measures caused only a very small reduction in cycle use, this would still almost certainly mean far more lives being lost through physical inactivity than helmets could possibly save, however effective.











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“People are sick and tired of having to carry around a whole backpack just to travel with their helmet,” George Fox, technical director of Headkayse laws, and believes that bike share schemes will be the make-or-break of the legal battle: “It is already in so many countries and yes, in the UK it should be too. As bike share schemes proliferate around the world, something like 200 million people use them every year and it’s growing all the time – it means that there are more cyclists on the roads which makes them more vulnerable. I think it’s sensible to insist on wearing a helmet.” Woolf is adamant that by progressing the folding helmet market, Britain could retain its thousands of cyclists. “Folding helmets are the answer: the Morpher folds flatter than any other helmet on the market, makes carrying a helmet so much more convenient and of course it can help prevent serious head injuries.

46 | September 2017

01772 459 887




SRP: £27.99 each

SMART VULCAN LIGHTS The Vulcan is a continuation of tradition and innovation. The sleek linear light case is paired with a unique versatile bracket design that integrates smoothly onto a cyclists seat post, seat stay, rear rack, helmet or even mudguards



Q 70 x 32 x 32mm Q Weight: 30g Q Lumen output: up to 100 lumens Q Li-polymer rechargeable battery

Q 70 x 32 x 32mm Q Weight: 30g Q Lumen output: up to 30 lumens Q Li-polymer rechargeable battery

Find your Local stockist at: or contact us on: Tel: 01772 459 887


Your one-stop guide to connecting with customers



E LIVE in a digital age. Now more than ever, marketing yourself correctly and cultivating a strong brand image are just as essential as physically selling the product range you work so hard to curate. This is true for almost every business on earth, but especially for the bicycle trade that, for all its passion and dedication, has been known to fall behind in certain areas. I know what you’re thinking; the budget is tight, you work hard to keep your customers happy and you have no expendable cash to invest in getting your name out there online, but in 2017, literally all of the tools you need to set yourself up with a social media presence are in the palm of your hands. The average smartphone will have a surprisingly high-quality video and photo camera, a half decent word processor and an app store filled with a plethora of different app platforms from Facebook and Twitter, to Snapchat, Youtube and Instagram – all of which your customers are on and all of which have the power to grab their attention when you have something to say. Pretty much all market analysts are shouting about video as being the next big thing and in fact, it is the big thing now. The public will devour pretty much any video content that they deem to be entertaining or informative and this can be a massive advantage to your business. A good example of this is the New York City-based retailer NYCeWheels, which puts a lot of time and dedication into making informative videos that show off whatever interesting items are in stock that week. A quick Youtube search for a simple term such as “Brompton Bike” will show the store’s channel as one of the first results. The video itself is simply a store employee discussing the various aspects of the bike, yet it’s still managed to accrue a viewership of over 330,000 individuals. There is no reason why you can’t gain that kind of attention with relatively minimal time and effort. It takes about five minutes to set up a YouTube channel and another ten to film a short video about any exciting news or opinions you have. Had a new delivery of bikes? Video the unboxing and tell your customers about it. A customer has come in with an unusual repair? Video it and tell people how to avoid similar mistakes. You could even make simple how-to videos. If 15 minutes is just too much time to take out of your day, this is where Snapchat comes in. It’s a temporary storage platform so people won’t expect professional production

‘Cultivating a strong brand image is just as essential as physically selling the product range you work so hard to curate’


quality, and instead of ten minutes, it takes literally ten seconds to update your audience on what’s going on with the shop – they stay in the loop and you stay in the forefront of their minds; win-win. Of course, video isn’t everything. Facebook is still the largest social media platform in the world with two-billion active users. To put that into context, that equates to nearly 30 per cent of the current population of earth and that number is only set to rise. If you aren’t already on the site, you’re losing out on a massive amount of attention and if you’re not using it every day, you’re underestimating its power. Twitter may not have the people power of Facebook, but with a staggering 328 million active members, you can bet that a good portion of your community will be using the site on a regular basis. An added benefit of Twitter is that whereas posting on Facebook every hour may be considered a digital faux pas, Twitter is designed to be utilised whenever a thought occurs, meaning your audience won’t be turned off by quick-fire posting – within reason. The most up-and-coming app currently being used by businesses is photo blogging platform Instagram. The app is a mobile-only system that focuses far more on cultivating communities around your images than spreading them far and wide. In this sense, it’s less of a way to attract new business, and more of a way to stay in touch with your existing audience. The photo sharing system utilises the existing camera on your smart phone, and features a host of easy-to-navigate editing software to make your products look good, even in low light. As previously mentioned, very few businesses have truly realised the potential in expanding their presence on Instagram, but you can be sure that as its user base grows, so will industry presence.

September 2017 | 49

01772 459 887




Distributors of great brands across the UK Find your Local stockist at: or contact us on: Tel: 01772 459 887


Workshop tools

How to create value‌

Page 52 Our workshop expert, Liz Colebrook, offers some advice for bicycle shop owners on the proper management and training of staff


elcome to your new Tricks of the Trade section. This space is dedicated to retail, helping you make the most of what you have and what you could have. Read it, enjoy it, and cherish it


Getting your shop ready for autumn

Mark O’Dolan, retail consultant, shares a few industry secrets that can be used to optimise your sales space for the upcoming season


Consumer trends insight: Maxxis

Steven Robinson, Maxxis brand manager, sheds some light on the tubeless trend, and lets you know how you can capitalise on it

September 2017 | 51


Creating value Liz Colebrook, Beaumont Bicycles, owner


ho’s ever left a greasy thumbprint on the pages of Sutherland’s Handbook for Bicycle Mechanics? Apart from this being a go-to resource for mechanics before the internet, the first page carried the quotation “cheap tools are an expense no mechanic can afford”.

THAT HAS stayed with me throughout my 30-plus years in the trade. Using the right tool for the job not only saves time, it provides job satisfaction to the mechanic and builds custom. I worked in in a German bike workshop pre-Euro where labour was charged at a Mark a minute. In Germany, mechanics complete a three-year training to qualify as a Zweiradmechatroniker/in (two-wheeled technician). The course teaches a whole range of competencies from mechanics and e-bike technology to sales and customer service. Apart from the value placed on a mechanic’s time, I recall well-equipped workshops and customers paying a set charge for grease, cable end caps and tyre recycling without batting an eyelid. What’s my point here? It’s about the value of knowledge, experience and professionalism. Well-worn expressions, such as “Train and retain”, “People buy from people” and, as I remember a Madison rep once said, “If you pay peanuts, you get monkeys” (no offence to our fellow primates) are based on these three pillars. I’ll expand… Knowledge: Value your staff, they are key to a successful business. Value means investing in training and inculcating a knowledge culture that’s aspirational, ongoing, and yields mastery. In essence, give your staff projects, resources to research, and the skills to present and share findings with colleagues. Experience: Recognise strengths in your team, reward, and encourage progress. Recognise the value in time served. Do you have a sabbatical system? This is

52 | September 2017

‘Value means investing in training, and inculcating a knowledge culture that’s aspirational, ongoing, and yields mastery’

worth serious thought as it gives an experienced member of staff time to recuperate and reflect. For example, you could offer four weeks paid leave every five years served. Professionalism: Take pride in appearance of staff and the work environment. I remember a tutorial delivered by a SRAM rep wearing a smart black shirt with trade logos on sleeves etc. Yeah, okay, I like a uniform, but it was the professionalism and pride he took in sharing his knowledge reinforced by his appearance that impressed me. Returning to my opening remark, with the right work culture and resources, every mechanic holds the potential to become a vital resource for the business.












Innovative rear frame, divided in to two independent parts provides adaptive “suspension link movement”







overhaul Mark O’Dolan, High Street Mentor


visit shops all across the UK and Ireland, and retail standards vary drastically, from dirty shops with handwritten, tatty signs – some on product worth over £1,000 – to theatrical places on fire with enthusiasm, energy and commercial acumen. Many owners of less commercially attractive shops are aware of their shortcomings, but have no plans to change. The view is: “We’ve always traded like this; it would be difficult to change.” They often put it down to lack of time, small staffing structure, and cost of POS and imagery. Change is time-consuming, but in a growing market, store sales and profits will not reach potential because the consumer demands change and first-class engagement to help them purchase exactly what they need, when they need it, in an environment that encourages them to buy. If they don’t get this, online shopping may seem like a better option. Key areas to consider for autumn: 1. Position new season imagery around the perimeter walls. 2. Check stock levels and forecast sales autumn core basic lines. Decide key position for best-sellers. Prepare POS for each best-seller. 3. Plan new lines for each category in terms of stock levels, POS and imagery. 4. Forecast stock holding required to meet sales plan. 6. New season customer engagement sessions for team. 54 | September 2017

‘This is a new industry to many consumers, so in-depth product knowledge will increase their average spend’

Imagery is important to sales – it puts consumers in the “mood”. Suppliers are bending over backwards to help retailers with graphics. The last icebike* did a great job with a mock shop designed to help retailers visualise their own shop with powerful, exciting and commercial messages. If you are offering clothing, this merchandising detail is important. The same thought needs to go into it as if it were a fashion retailer. I recommend shop owners visit other retail organisations weekly and gather new ideas from their presentation. Freshening up your POS will freshen up the merchandise. New swing tickets on the product should show price clearly and new information cards (A3,A4 ETC) should explain the wonderful features and benefits the product offers. The technology in the product is not something customers should search for and possibly miss. This is a new industry to many consumers so good customer engagement offering in-depth product knowledge and POS will increase average spend. New look autumnal windows are a must to increasing footfall into stores. Ignore the frequency of change and consumers will ignore you. Stock management is also an important part of achieving a profitable cycle business. Planning stock holding in line with a sales plan allows you to continually refresh the stock with new lines and keep in stock of core best sellers. A good EPOS system is like a new team member that can be called on at anytime to accurately identify where the money is coming from and where it isn’t. It helps you make decisions on what product should be reordered, increased in space, reduced in space or marked down. Making the shop floor space is critical to profit and should be reviewed weekly. If you would like Mark O’Dolan’s services to help your business grow, call 07951 022 907 or email

MARS The smartest rear light! • Smart Brake Indicating System - identifies braking to alert those behind you, no matter which mode you are riding in. • Smart Off System – turns off automatically if no movement detected for 5 minutes. • Smart Day Riding Mode – light off, but still identifies braking to alert those behind you.

Contact your Area Manager for excellent margins on the full Xeccon range Tel: 01332 274252 Email: Web:

Suntour is a brand name that’s been around for a good while but it’s not living in the past. In recent years high tech suspension forks have been introduced that rival anything else on the market, at realistic price points that offer dealers excellent margins. GREYVILLE ENTERPRISES

01543 251328


Cashing in on the transition to tubeless Stephen Robinson, brand manager, Maxxis


ubeless has gone from strength to strength over recent years, with many riders breaking with tradition and transitioning to tubelessready tyres. It’s gone from zero to an incredibly profitable (and ever-growing) industry, but not every rider is ready to step out of their comfort zone and take on tubeless. So, what are the barriers? And, how can dealers help with the transition and, in doing so, open a new revenue stream? BACK IN the mid-90s, Maxxis developed its first tubeless tyre – appropriately named Maxxis TR – delivered neatly in a pizza box-style package. Today, 88 per cent of Maxxis MTB sales are attributed to tubeless tyres. For us, this is one of the markets that tubeless has triumphed in most. In the road sector, it’s a slightly different story, with 33 per cent of our sales made from tubeless-ready tyres. Considering we didn’t sell road tyres two years ago, that’s indicative of the direction the general road market is taking. Although small in comparison to MTB, this is a significant share that demonstrates the demand is there. As some dealers know from experience, for new customers, the main deterrent to riding tubeless is the false perception that it is complicated. When customers hear about the tubeless installation process, it can seem a bit overwhelming – they see it as a barrier. Dealers need to be mindful of overcomplicating things, and instead educate the 56 | September 2017

‘30z of sealant weighs less than the average tube. This feature alone could make a huge difference’

customer about the process, highlighting that all that is needed is a tubeless valve, sealant, a tyre and an appropriate rim; all of which most modern bikes have. Like most things in life, it’s easy when you know how, so investing in running a series of short tutorials may also help the customer to visualise just how simple the process can be. Getting their hands dirty in a risk-free environment will also give them the confidence to embrace tubeless. Thanks to tubeless technology, we now have some of the world’s lightest tyres available on the market. 3oz of sealant weighs less than an average tube – for riders looking to shed weight, this feature alone could make a huge difference. Raising awareness to competitive riders could be enough to convert them. When it comes to commuter cyclists, tubeless can provide that extra level of safety. The sealant in tubeless-ready tyres offers extra puncture protection and, from personal experience, I know that the last thing I want to worry about on a rainy morning is a puncture. Once you’ve overcome the perceived difficulty of fitting tubeless-ready tyres, opting for one over a tubed version is a no-brainer. Finally, for the weekend warrior taking on windy roads in the countryside, in typical British weather conditions, tubeless can offer increased responsiveness when cornering or accelerating. In doing so, it can provide greater control when riding on wet, slippery roads. This is brought about by the fact that there is no friction between the tube and the tyre – because there is no tube! Ultimately, tubeless offers the closest ride experience to a tubular tyre, without the expense of buying both tubular wheelsets and tyre. What’s more, it omits the hassle that comes with gluing them to the rim. For riders brave enough to try something new, it’s a no-brainer, and is only going to become more prevalent in the months and years to come.

NEXT ROUND JANUARY 2018 Follow us on facebook or Twitter for the latest news and updates or visit:



Children’s bikes and accessories As a child, nothing quite compares to hopping on a bike for the first time. Below you’ll find all of the latest and greatest children’s bikes and accessories to hit the market 4 1 2







Polaris Bikewear




Children’s Fang Jersey

Young Heroes Collection

Hummvee Youth Helmet

Distributor: Direct to retailer

Distributor: Canyon

Distributor: Direct to retailer

The Polaris Fang Jersey inherits a bold design and professional fit from our adult version the Venom Jersey. The ThermaStretch fabric coupled with micro fleece lining ensures warmth and comfort on all rides. The Fangs reflective print detailing and full length contrast YKK zip ensure the Fang stands out from the crowd whilst performing. The jersey also features three rear pockets and a zipped pocket.

The Canyon Kids’ range is made up of three models for children aged three plus, starting with the Offspring AL 16, progressing to the Offspring AL 20 and topping out with the Grand Canyon AL 24. A key goal behind development was to create actual mountain bikes for kids that are supposed to be ridden off-road. This range combines sharp design with elements that boost a child’s control, comfort and confidence so they can have the best time out riding.

Building on the success of their bestselling Hummvee Helmet and expanding their kids range, Endura is introducing the Hummvee Youth Helmet for SS2018 – available for pre-order now. Featuring a lightweight, versatile design, removable visor and one hand micro-adjustment fit system, this helmet offers best protection, certified to CE Standard EN1078 + A1 02/2013. The mini ripper MTB lid is available in two colours, grey-red and black, and is covered by Endura’s Crash Replacement Policy.

Distributor: Moore Large Cuda’s junior mountain bikes are designed specifically for young riders seeking out top performance. Every element of the range has been chosen to match the rider’s proportions perfectly. The alloy double butted frame and Suntour XCR Air fork enable the bike to be light and easy to control on those challenging trails. Fulfil your youngster’s passion for cycling with a Cuda Performance Mountain Bike. Contact:

Contact: 01246 291 100 ext 422 Contact:

Contact: 01506 497749, email 58 | September 2017




8 7






Ace of Play


Bobike ONE Childs Helmet

Mini Hornit

Balance Bikes

Factor 24

Childs Helmet

Distributor: Extra UK

Distributor: Greenover Sports

Distributor: Silverfish UK

Distributor: Greyville Enterprises

The Mini Hornit is the ultimate lights and sound effects toy for kids’ bikes and scooters. 12 lumen bike lights and 25 fun sound effects help to keep your child safe and engaged whilst riding. The wings clip on to fit to any bike handlebar. 2 x AAA batteries included.

The Ace of Play balance bike is specially designed to be lightweight and easily manouverable to enable a toddler to develop their co-ordination, balance and confidence to move onto their first ‘big’ bike. The ergonomically designed aluminium frame weighs just 1.9kg and has a low stand over height, which helps the child learn safely and easily. They also come with sealed bearings for smooth rolling, easy-to-use adjustable seat and 12-inch puncture proof EVA tyres. The range is available in 8 different colours including pink, blue and special edition vanilla.

Mondraker’s children’s bikes share the DNA, attention to detail and trickle down technology of its top end models. Components are chosen to give young mountain bikers the best of current technology tailored to suit smaller rider’s needs. For 2018, the full suspension Factor 24 features an updated and longer forward geometry alloy frame running 24” wheels and featuring Mondraker’s highly efficient Zero Suspension System. As your mini-shredder grows you can swap out the 24” wheels for 26” wheels and extend the fork travel too.


With nine vents to keep your child’s head cool and a bug net providing protection against flying insects, Bobike ONE helmet is perfectly suited to children’s needs. It features an Easy-Lock system that lets you easily adjust the helmet to the correct size and the reflective decals make sure your child is visible when it is dark out. The helmet is available in eight attractive colours to match the Bobike Childseats. Contact:

September 2017 | 59

ZETA 1300R With class leading power to weight ratio, the Zeta 1300 fitted with the astounding Cree XHP50 sets a new benchmark in precision crafted bike lights. 2 x Cree and 6 x Cree Zeta lights also available, all with wireless remote controls.

Contact your Area Manager for excellent margins on the full Xeccon range Tel: 01332 274252 Email: Web:




11 12









Nipper Mini and Maxi Helmets

Youth Knee-Shin Protector

Youth Elbow Protector


Distributor: Ison Distribution

Distributor: Ison Distribution

Distributor: Ison Distribution

With vulnerable kids‘ heads in mind, TSG has developed a customised helmet for the youngest thrill-seekers out on the streets. The Nipper Mini and Maxi helmets deliver certified safety, a confident low-profile fit and comfort in a superlightweight package. The entirety of the back of the head and temples are fully protected, and slippage and wobbling are things of the past. And naturally, it‘s styled out with TSG’s graphics and colours.

Designed from scratch for a child’s anatomy, the Youth Knee-Shin protector fits perfectly and offers three velcro straps for adjustment. The unit sports a pre-bended design with strong knee and shin hardshell protection consisting of hardshell construction, EVA foam, PE knee caps, PE shin guards and CE certification. Comfort elements include Anti-Shift silicon print, top velcro 360° straps, two lower leg velcro straps and a ventilated Open-back design.

The pre-bended design of the Youth Elbow Protector fits perfectly to a child’s body and provides three straps for adjustment. Vented mesh and foam allow fresh air to circulate whilst strong PE caps at elbow and underarm protect your the child safely. Comfort elements include a pre-shaped design, Anti-Shift silicon print, top velcro 360° straps, two forearm velcro straps, and vented mesh at arm bend . Contact:

Distributor: Sportline With 20” wheels, a 6061 alloy frame and a Suntour suspension fork , the Ridgeback MX20 is ready for whatever a child can throw at it. Combining Ridgeback’s build quality with a perfectly proportioned frame for younger riders, this is a full-on bike ready to take kids anywhere they want to go and make sure they have fun whilst riding it. Contact: andrew.ayers@

Contact: Contact:

September 2017 | 61

FOR SALE VERY SUCCESSFUL DOUBLE FRONTED RETAIL CYCLE SHOP – ESTABLISHED IN 1995 Centrally situated between Winchester, Portsmouth and Southampton, on a very busy road next to traffic lights. Selling everything from carbon fibre to tag-alongs. Very busy workshop. Ample free parking at rear. New lease negotiable with landlord for incoming tenant. Turnover £250,000+ p.a. Excellent growth potential. Sale due to retirement.

£49950 PLUS STOCK In first instance, please contact selling agents, Adams & Co. on 02380 253910 (Nick Coleman)














Sidetrack MIPS

Scamp MIPS

Cujo 24

Quick 20

Distributor: ZyroFisher

Distributor: ZyroFisher

Distributor: Cycling Sports Group

Distributor: Cycling Sports Group

The Sidetrack features Bell’s all-mountain shape with lower coverage on the rear of the head. The ready-for-action style, complete with a cool visor, gets young riders motivated to ride. And the new Ergo Fit system makes it quick and easy to get them going. Throw in MIPS rotational impact system and you get all-around performance for little rippers.

Giro’s Scamp is packed with features, including some of the same elements found inthe brand’s adult helmets. The all new Roc Loc Jr. fit system with ratchet buckle provides an easy way to fit a child’s helmet quickly and securely. The design is inspired by the adults’ Montaro / Montara and is available in a range of kidfriendly colours and designs. The Scamp MIPS models include a Multi-Directional Impact Protection System to provide more protection in certain impacts.

Cannondale’s new line of kid’s bikes have been designed from the ground up – the focus is on lighter weights, correct-fit geometry throughout, and perfectly-proportioned parts to get the sizing just right. The Cujo 24 features a SmartForm C2 alloy frame, plus-size tyres and Shimano 8spd; with the grip and comfortable ride of its big tyres and its surprisingly light weight, the Cujo 24 makes trail riding easy and fun.

Cannondale’s new range of kid’s bikes are lighter, come with custom engineered frames, intuitive design, a perfect rider position, narrow-stance cranks, easier gearing and a range of colours and graphics. The Quick 20 has fast-rolling tyres and confident, stable handling making it one seriously high-performance street machine – with the quality of Cannondale’s adult range.

Contact: www.zyrofisherb2b.

Contact: 01202 732288 Contact: 01202 732288

Contact: www.zyrofisherb2b.

September 2017 | 63












Frog Bikes

Frog Bikes

Junior helmet range


Tadpole Mini

Distributor: Direct to retailer

Distributor: Frog Bikes

Frog 52 Single Speed

The Goodordering minibackpack features reflective strips for extra safety on all three panels –front and both sides –, a detachable safety harness and a chest strap to keep the bag secured to the child, even over the thickest of winter jackets. The bag also features a unique strap construction which allows it to be attached to scooter handles for increased safety.

The Tadpole Mini is a great first bike that aides the child to achieve the necessary balance to cycle. The bike is suitable for children aged between one and to years old, with a minimum inside leg of 24cm. It features a lightweight-but-sturdy frame, a Tektro rear brake with a small easy-to-reach brake lever, a safety steering lock, top mounted brake arms to avoid feet catching and a quick release seat post for easy height adjustment. Available colours: Red, Pink, Green.

Distributor: Raleigh Bike parts The Raleigh Junior helmet range offers a fit and style for most children, with the popular Raleigh Mystery in two size options and four colours, this helmet provides great coverage and protection. Introduced for 2017 is the Raleigh K.O.M Segment helmet which comes in four colours. This helmet provides coverage and venting usually found on adults trail helmets making it a logical choice for when children ride trails and offroad. Contact:

64 | September 2017

Contact: Jacqui Ma

Contact: 01784 557300

Distributor: Frog Bikes The first pedal 52s is a great value bike for five and six year old children with a minimum inside leg of 52cm. This bike is an ideal confidence booster for a taller child that hasn’t quite learnt to cycle yet. It features a ightweight-but-sturdy frame, a single gear, Tektro brakes with a small easy-to-reach brake lever, patented Frog cranks for easier pedalling and two sets of tyres: hybrid and off-road. Available colours: Red and Green Contact: 01784 557300


Indoor Training and Power Meters Bad weather should never stop you training. This month we present to you a collection of the latest indoor trainers and power meters on the market










Verve Cycling




InfoCrank Distributor: Moore Large

WhisperDrive Smart Trainer


Distributor: Moore Large The range consists of two trainers retailing from £195, the Compact version, with smaller cylinders for both mountain bike and road and the Track, with larger cylinders allowing more inertia, stability, balance and lower resistance. Also available are the eRooDol Compact or Track cylinders that record both speed & cadence directly to a mobile phone. RooDol products complement pedal training with the option of specific routines including sprint series, high-speed pedalling or pedalling with resistance.

InfoCrank is a robust, highly-accurate crankset with integrated power meter that, once set up, requires no further calibration or maintenance. It has been extensively tested by amateur and professional riders and shown to perform reliably even in extreme conditions. Available in most popular lengths and formats, displaying real-time output to ANT+ compatible head units InfoCrank believes in measuring direct left and right to solve imbalances and make real gains. Contact:


66 | September 2017

Distributor: Chicken CycleKit For 2017/18, Australian accessory brand JetBlack has revised its award-winning direct drive turbo trainer. The WhisperDrive Pro Smart uses all the features found on the previous iteration of the trainer that made it a best seller. The new version is compatible with 3rd party apps such as Zwift, Kinomaps and Strava. Users can control the resistance from the JetBlack app to aid them through simulated rides and training sessions. Contact the sales office for more details. Contact: alex.rowling@

Distributor: Madison Keeping a huge chunk of the Drivo’s functionality, but offering it with a mid-range price tag, the Direto features an integrated Optical Torque Sensor that has an independently certified 2.5 per cent accuracy for power measurement, something that only Elite can offer at this price point. It’s also a full smart trainer with the ability to replicate inclines of up to 14 per cent and kick out 1900watts at 60kph. the unit is a perfect companion for online training software like Zwift. Contact: chris.brattle@


5 6

8 7









FLUX Smart

Rock and Roll Smart Control trainer

DFour 91

DT Swiss R460 Alloy wheelset

Distributor: ZyroFisher The FLUX is a fully interactive Smart trainer that connects the user to all their favourite apps. It can be controlled by any device of their choice. The responsive smart electronics make sure that the smallest fluctuation in power settings is converted into an alteration in resistance, making sure that each watt is transferred accurately to the user’s body. The FLUX has a simple calibration process ensuring tension and power measurements are now accurate within three per cent. Contact: www.zyrofisherb2b.

Distributor: 2pure The Rock and Roll Smart Control trainer’s patented frame mimics real-road movement and provides a stronger core, works with Kinetic Fit, Zwift and TrainerRoad apps on Bluetoothconnected devices and features a massive 14.4 pound flywheel. the unituses controlled resistance to simulate terrain changes in workouts and on virtual courses. The frame fits 22 inch to 29 inch wheels. Contact: Jake Law, 0844 811 2001 (ex 3) - marketing@2pure.

Distributor: ZyroFisher Every innovation in Quarq’s next-generation DZero platform is channelled into DFour: ten years of Quarq advances in power meter technology, plus new features such as dual Bluetooth low energy and ANT+ wireless data transfer, revised circuitry, a new strain gauge design and the new Qalvin BLE app. New DFour91 is designed for Shimano’s Dura-Ace R9100 chainrings and uses Quarq’s lightweight, sturdy Exogram carbon crank arms.

Contact: www.zyrofisherb2b.

Distributor: Paligap Through PowerTap’s partnership with DT Swiss, the brand laced its tried and true G3 cycling power meter into their jack-of-all-alloy-rims for an easily customisable wheelset. A 23mm rim width allows for wider Tyres to accommodate the user’s individual riding style. Plus, the DT Swiss R460 are tubeless ready. They come with a reduced spoke count of 24h and 28h. The G3 Hub provides unrivalled accuracy a +/- 1.5 per cent. Contact:

September 2017 | 67

In association with

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

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

Moore Large and Co Ltd Grampian Buildings, Sinfin Lane, Derby, Derbyshire, DE24 9GL Tel: 01332 274200 Web:

Bob Elliot and Co Ltd Unit C4 Binary Court, Matrix Park, Western Avenue, Buckshaw Village, Chorley, PR7 7NB Tel: 01772 459 887 Web:

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

North Sports 38 Kingston Avenue, Neilston, Glasgow, East Renfrewshire, G783JG Tel: 07746 933795 Web:

Continental North Parade, Aberystwyth, Ceredigion, Wales, SY23 2JR Tel: 01970 626777 Web:

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

EDCO Components North Parade, Aberystwyth, Wales, SY23 2JR Tel: 01970 626777 Web:

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

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

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

Raleigh UK Ltd Church Street, Eastwood, Nottingham, NG16 3HT Tel: 01773 532600 Web: and and

Met Helmets / Bluegrass 22-24 Ely Place, London, EC1N6TE Tel: 0207 1937 496 Web:

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

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 or call him on 020 7354 6028




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

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

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

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

ZyroFisher Ltd Roundhouse Road, Faverdale Industrial Estate, Darlington, DL3 0UR Tel: 01325 741200 Web: /




ASSOS 57 Farringdon Road, London, EC1M 3JB Tel: 0203 621 1555 Web:

Buffera Limited Cranbourne House, Cranbourne Road, Potters Bar, Hertfordshire, EN6 3JN Tel: Tel +01920 460754 Web:

Met Helmets / Bluegrass 22-24 Ely Place, London, EC1N6TE Tel: 0207 1937 496 Web:




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

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

Cycleguard Insurance Southgate House, Southgate Street, Gloucester, GL1 1UB Tel: 0333 004 3444 Web:

Oneway Distribution BV PO BOX 12, 3000 AA Rotterdam Tel: 0031 10345 3510 Web: PowerBar UK The Hive, 51 Lever St, Manchester. M1 1FN Tel: +44 (0)161 641 0056 Web: Pinhead Components Inc Jasper Ave, Edmonton, Alberta. Canada. T6K OK6 Tel: 1-780 465530 Web: Red Industries Borough House, Berkeley Court , Borough Road Newcastle-under-Lyme, Staffordshire ST5 1TT Tel: 01782 824026 Web:

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

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

Rozone Limited Queen Street, Darlaston, Wednesbury West Midlands. WS10 8JB Tel: 0121 526 8181 Web: Oxford Products Ltd De Havilland Way, Range Road, Witney, Oxon. OX29 0YA Tel: 01993 862 300

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

The BikeBiz Directory 2017 is available to view online at





What’s next? In 2014 POC launched in the road cycling market with the AVIP clothing range, after the revolutionary helmet - the Octal. But what’s next? Contact 2pure to lNDOUTMOREABOUTTHEROADAND MOUNTAINBIKERANGESFROM0/# / 0131 449 4147


70 | September 2017







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Have you noticed significant improvements to the safety & functionality of children’s bikes over the last decade?

58% 42% NO


Many respondents felt the high-end children’s bikes are fantastically well-built and designed. However, the general consensus was that children’s bikes at the lower end of the spectrum were still unsafe and remain altogether not particularly functional in 2017.

Polls are conducted via twitter @bikebiz_online

Do you prefer balance bikes or stabilisers as a method for teaching children to cycle?

11% Stabilisers

89% Balance bikes

“The trouble with stabilisers is children lose confidence when they come off…” This landslide result indicates a major shift since the launch of balance bikes. Islabikes revolutionised children’s cycling by introducing balance bikes to the market, after researching how children learn to ride, and what they need to be able to do so – looking at everything from saddle shape to grip size, reach and brakes. Michael Frearson, founding director of the Bikeability Trust, the national charity for Bikeability, says: “People who do cycle know balance is everything when starting cycling. Parents who don’t will probably think stability is more important, and choose the ‘safe’ and easy option of stabilisers. “The trouble with stabilisers is children lose confidence when they come off – the stabilisers first, then the child. Children are understandably reluctant to push pedals on what is suddenly an incredibly unstable machine, but they need bit of speed in order to balance. Confidence and enjoyment drain away when they discover they can’t do something they thought they were good at.” September 2017 | 75


Hotlines We find out about this Scottish distributor’s team mentality Who’s in your team, and what do they do? We’re a small team; ten in the office, two on the road and one in Cyprus. Illy is the boss, doing the important things boss-type-people do. He spends his time travelling between the office, suppliers and his home in Cyprus. In the South Queensferry office, Ed is the lynchpin. In addition to the boring bits he takes the lead in ranging, pricing and forecasting – making sure we have the best product at the right time. Dave then leads the charge on sales and marketing, working to pull the various strands together to maximise sales for Hotlines, and ensure brand message is reaching the consumer and driving business towards our dealers. On the sales side of things, we split by area. If you’re in the North, you have Andy in the office and Graham on the road. In the South, you have Rob as a rep with Nick covering office activities for the East and Brian for the West. Julie is our resident BMX aficionado, and we are currently recruiting for someone to join the team to cover Bonney Scotland and Ireland.

76 | September 2017

Marketing is covered by Steve L, and Matt produces all things graphic design. Both take the lead in organising great events like our recent MY18 launch, combining posh bikes, riding and whiskey… Antonio keeps hold of the credit reins, and making people with broken bikes smile again is the wonderful Steve K. Who’s your most passionate cyclist? We are all passionate about cycling, you don’t get a job at Hotlines unless you love bikes. But special mention must go to Julie and Steve L. Julie is a great ambassador for BMX in the area, racing and teaching kids to have fun on bikes. Steve L is then the one to beat: annoyingly fast on any type of bike but particularly strong in all things enduro.

“We are all passionate about cycling. You don’t get a job at Hotlines unless you love bikes”

What do you do to have fun as a team? It may sound lame but it’s all about bikes here at Hotlines, whether it’s riding after an event, a weekend trip to Torridon, a Christmas gravel ride or just a pub stop on the commute – it’s usually centred around bikes. Occasionally we do something different and competition abounds; go-karting got dirty, very very dirty…


Top left - bottom right: Ed Ibbetson, office manager • David Flynn, head of sales and marketing • Andrew Mcintosh, international sales • Graham Moore, North manager • Rob Escott, South manager • Julie Dominguez, sales & tech support • Brian Clark, sales & tech support • Nick Samsom, sales & tech support • Steve Larking, marketing assistant • Matthew Currie, graphic designer • Antonio Carella, credit controller • Steve Kerr, warranty manager

Who’s the longest-standing team member? Ed has been here since the beginning, he’s into his 12th year at Hotlines, Illy joined around six months after. People tend to stick around at Hotlines, Andy is the longest-standing member of the sales team, a few months short of a decade! What are you currently working on? After a great launch event for our MY18 bikes range, we’re spreading the word about what’s hot for next year. Nukeproof is going to have a bumper season with an incredible new range on the horizon. Backed up with Sam Hill’s race results in the Enduro World Series, the new Mega is going to be in huge demand.

CONTACTS: Hotlines Europe Ltd Unit 17, The Loan Viewforthbank Ind. Estate South Queensferry EH30 9SD

Wilier is also a huge priority for Hotlines with the new Cento10NDR winning great reviews and due to land in the coming weeks. Newest to our stable is Rondo, an innovative take on the gravel genre gaining special media attention due to adjustable geometry. Then it’s the usual raft of updates and new models from Ghost, NS Bikes, Lynskey and Crème, not to mention a huge amount of BMX product.

KEY PRODUCTS: • Rondo Ruut CF2 • Wilier Cento10NDR

Who’s the team joker – why? We were lucky enough to have Paul Lasenby as part of our team for several years, so the team joker boots are very hard to fill, but Graham Moore makes a worthy successor with his unique brand of Northern humour…

KEY CONTACTS: head of sales David Flynn email: tel: 0131 319 14444

international sales Andrew Mcintosh email:

marketing Steve Larking email:

September 2017 | 77


Cut through the clutter, become a bicycle space By Carlton Reid, editor-at-large


y new book (Bike Boom; I may have mentioned it before) is produced by an American publisher based in Washington, DC. For the book’s official launch I gave a talk in the downtown DC branch of Bicycle Space, the US capital’s leading bike shop. It has three branches, and promotes itself thus: “Local knowledge, the best urban brands, weekly rides and classes.” The talk was staged in the early evening, after the store had closed, and there were dips, drinks and crudités for those attending. The store promoted my visit on its social media channels, attracting a good number of folks who had never previously visited this branch, and I got to sell a bunch of books. Win/win. Many bike shops are fabulous at this communal hub thing – organising shop-centred rides, serving “free” espressos, reaching out to newbies and old customers alike. Staging events – such as book signings or rides with celebs (I’ve been on a shop ride with Gary Fisher) – may not result in thereand-then sales. In fact, it almost certainly won’t, but becoming the local cycling epicentre isn’t about pounds and pence. To begin with. Clearly, this investment in time (and crudités) will have to pay off eventually, otherwise you’re a lovable charity not a profitable business, but it’s a long-burn thing. What impressed me about Bicycle Space (and it appears to be thriving) is the breadth of events it stages, all with the back-story of “giving back” to the local cycling community, but also cementing in minds that Bicycle Space is an open, go-to place that’s not just seeking to sell stuff but is also there

NEXTMONTH – Out late September. The big Eurobike review 78 | September 2017

‘Staging events may not result in there-and-then sales, but becoming the local cycling epicentre isn’t about pounds and pence’

1970s bicycle advocate Marchant Wentworth (left) and Washington DC’s 1970s transportation committee clerk Carl Bergman came to my Bicycle Space talk – neither had visited the shop previously.

to stoke excitement, stimulate imaginations and – a critical point for some people – promote cycling in the round. Organising events is relatively easy, it’s the monetisation that’s the tough part. I guess it’s all down to a word – and a retail concept – I used in a recent column: serendipity. People need to know you exist, and store events can be the nudge they need. And once a bike shop becomes a “destination” store there’s less likelihood of “showrooming” and having to price match. Footfall is all, and I know that when I’m next in DC, and need a bike part, I’ll go out of my way to find Bicycle Space because, for a start, I now know it exists, but also because I feel an emotional attachment to it.

All the latest news online at Road bike market analysis

SG: Road bikes, trailers, racks and boxes










3 SIZES: S (52/56), M (56/58), L (58/62)

3 SIZES: S (52/56), M (56/58), L (58/61)





12TH - 14TH SEPTEMBER 2017 74 ALSTON DRIVE, BRADWELL ABBEY, MILTON KEYNES, MK13 9HA Register now to be the ďŹ rst to see the new 2018 bikes at the Sportline launch in September. Check out the latest models from Genesis, Saracen, Ridgeback, Ridley, Adventure and Wishbone, and learn more about the bikes from the teams behind them. This event is open to existing dealers and anyone interested in stocking Sportline brands. If you don’t want to miss out on seeing the new bikes, you need to register in advance at

BB140 September2017  
BB140 September2017  

The September 2017 issue of bikebiz – a fresh new look.