BikeBiz April 2021

APRIL 2021

APRRIL 2021

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CONTENT

‘Electric vehicles, in general, have proved insufficiently practical, accessible or affordable to convert the masses’

Editor James Groves james.groves@biz-media.co.uk Senior staff writer Rebecca Morley rebecca.morley@biz-media.co.uk

THE EDITOR

ADVERTISING SALES Sales manager Richard Setters richard.setters@biz-media.co.uk +44 (0)779 480 5307

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Cycling as a technology – not merely a mode of transport The modern world loves to celebrate evolving, exciting technologies, be it virtual reality, driverless cars or artificial intelligence as a whole. These creations, however, are purely embryonic when compared with that of the electric motor, which celebrates its 200th anniversary this year.

And while millions among us flock to these trendy technologies – Amazon’s Alexa stands out as the most notable example – mobility continues to run on fossil fuels. Electric vehicles, in general, have proved insufficiently practical, accessible or affordable to convert the masses.

Evolution is well overdue, and the next 18 months will prove pivotal in deciding just how efficiently those changes can be implemented. Over 100 of the world’s biggest cities – and over 77 countries – have pledged to achieve netzero emissions. Governments across the globe have imposed future bans on the sale of diesel- and petrol-powered vehicles, while investors taking sustainability as their new ‘buzzword’ are itching to accelerate the trend as a whole.

This evolution was one of the key factors in the launch of our micromobility platform, MMB, in 2020, and while many challenges lie ahead, it is my hope that 2021 will finally be the year that e-mobility enters the mainstream.

In the meantime, we hope you enjoy our technology-focused April edition of BikeBiz!

James Groves

Editor james.groves@biz-media.co.uk

Editorial: 07801 291 961 Advertising: 07794 805 307

THE TEAM

Graphic designer Kirsty Hood khood@datateam.co.uk

Rebecca Morley

Richard Setters

Kirsty Hood

Senior staff writer rebecca.morley@biz-media.co.uk

Sales manager richard.setters@biz-media.co.uk

Graphic designer khood@datateam.co.uk

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APRIL 2021

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Points of View Jamie Milroy, co-founder and CEO at Dash Rides, looks at how electric bikes can shake up the daily commute

12 BikeBiz Awards 2020 This month, we catch up with Innovation from a Newcomer winner Knaap Bikes and Bike Brand of the Year Specialized

24 Representation matters Lisa Bourne, senior director, Diversity, Inclusion and Social Impact at Zwift, tells us more about the recently launched Black Celebration Series

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Improving active travel insights Rebecca Morley catches up with Vivacity Labs’ CEO Mark Nicholson to find out how traffic insights can be improved with artificial intelligence

37 Five minutes with… Megmeister This month, BikeBiz catches up with Jos and Vanessa Ruiterman, founders of Megmeister

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40 Quick, reliable, simple Rebecca Morley chats to Cyclorise director Thomas Dibley about the launch of the distributor’s B2B for IBDs

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FOR A SMOOTHER RIDE.

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24/03/2021 08:49

POINTS OF VIEW

How e-bikes can shake up the daily commute

By Jamie Milroy, co-founder and CEO at Dash Rides

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ith the global pandemic leading to national lockdowns and concerns about social distancing, cycling in the UK has never been more popular. People are itching to get out and about, and we’re not just talking about fitness fanatics. More commuters are also hopping on bikes, swapping four wheels for two, and abandoning public transport for the healthier, cheaper and often quicker option.

The evolution and increasing popularity of electric bikes has played a huge part. Over the past decade, electric bikes have become lighter, more efficient and more affordable – making them the perfect candidate for the daily commute. Sure, you’ll still have to put the effort in to get that motor to work, but the additional boost means you won’t end up stuck halfway up a steep hill, you can go further in less time, and you’re less likely to be drenched in sweat when you arrive at your destination.

There are loads of other benefits you’ll share with regular bikes, too. It’s certainly far easier to social distance on a bike than a bus or train. Traffic is no longer a problem, and ‘leaves on the line’ will quickly become a distant memory. You’ll be pocketing commuting costs each and every month – and, let’s be honest, it quite simply feels great being out and about, doing something healthy and productive during what would otherwise be dead time.

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These are just a few of the reasons why we’ve seen a huge surge in popularity for e-bikes in the UK, with sales more than doubling during 2020 and one in every five pounds spent on cycling going towards an electric bike.

With more people becoming aware of the health, cost and environmental benefits, it’s actually just the start of an exciting journey.

Making cycling cheaper, safer and more accessible As bike lovers here at Dash Rides, it’s genuinely easy to see and extol the virtues of e-bikes, but we’re not the only ones to spot their potential. With the Government committed to reaching net-zero emissions by 2050, reducing emissions from road transport remains a significant challenge. In a bid to tackle the issue head-on, ministers are considering a taxpayer-backed scheme to help slash the price of electric bikes by up to a third.

This could make a massive difference, as despite a surge in popularity, the number of people cycling to work remains relatively low. Around 6% (3.1 million) use bikes for their commute, but this is only half the number who cycle for sport or leisure (6.1 million).

Give workers the opportunity to upgrade their old bikes to electric bikes, and we could be on the way to overhauling a system that has historically relied on cars or overcrowded public transport and contributed to congestion, air pollution and health issues within the UK’s towns and cities.

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POINTS OF VIEW

Government subsidies to make e-bikes more affordable will naturally help to attract more cyclists, but it’s just the first hurdle we need to cross if we want to make electric bikes a genuine and viable alternative to both public transport and cars.

‘The average e-biker travels 95% further than their compatriot on a traditional bike (9.4km vs. 4.8km), which opens up the possibilities for far more commuters’ It’s equally important to consider infrastructure, and the need to make cycling as safe as possible, especially if we want to attract city workers, older people or commuters who don’t have health and fitness as a primary goal.

The Government has already pledged a £2 billion package for cycling lanes and pavements, helping to give cyclists their own safer space, which is a great start for those wanting to embrace cycling without sharing the road with cars, trucks and buses.

One thing that shouldn’t be overlooked is just how effective electric bikes actually are at covering ground – according to a mass study across Europe, the average e-biker travels 95% further than their compatriot on a traditional bike (9.4km vs. 4.8km), which opens up the possibilities for far more commuters.

Many workers are also seeing company cars sit on their driveways for weeks or months on end, and again may question why they’re paying for something that isn’t getting used.

Electric bikes can take centre stage, offering the option to head into the office whenever you wish, without worrying about parking costs, season tickets, congestion charges or any other fee associated with traditional modes of transport. Yet, according to consulting firm BCW, only 7% of employers are actually utilising the Government Cycle to Work scheme to help their employees.

There have been various barriers to entry for businesses since the scheme first launched back in 1999, with frustrations around vouchers, time-consuming administration, concerns around ownership and other complex processes, which has stopped plenty of companies from embracing the scheme. But with just over half of the UK’s workforce considering cycling as an option when they do return to the office, according to the same study, it’s clear there’s still plenty that businesses can do to help their workers.

Companies need to invest in programmes that enable their workforce to sign up for affordable electric bikes, along with the clothing and equipment required to cycle comfortably and safely.

If businesses can put these building blocks in place, then along with further subsidies from the Government and widespread support for cycling infrastructure, we could genuinely see the electric bike play a key part in cutting urban pollution while also improving the health and mental wellbeing of town and city workers. That’s a future we can’t wait to see. n

Businesses can help to drive change Businesses have already played an instrumental role in discovering a new normal throughout the pandemic. We’ve seen remote working become widespread, but as we slowly come out of lockdown and head back to offices, businesses can continue to play a part in shaping our new-look society by helping to give workers more options when it comes to transportation.

The traditional 9-5 working week has disappeared for many of us, with employees looking towards more flexible hours, working environments and commuting options. That means season tickets for trains and public transport may no longer be a viable option – after all, why pay for the days you’re no longer travelling into the office?

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APPOINTMENTS This month’s movers and shakers throughout the cycle industry...

Simon Picton, Ribble Cycles

Stuart Donald, IAM RoadSmart

Ribble Cycles has appointed Simon Picton as its new head of creative.

“After spending five years in Salzburg, directing and producing sports and entertainment content for Red Bull Media House, I wanted to return to the UK and join a leading and forward-thinking British brand,” said Picton. “Therefore, I am proud and delighted to be joining Ribble Cycles as its head of creative.

“I have enormous respect for Ribble’s heritage and its global ambitions are clear to see. I’m excited to be able to lead the brand’s content generation and creative direction in contribution to its exciting future growth strategy.”

Picton will be responsible for the overall creative direction of the business, leading the team and working with all departments to further Ribble’s position as a global market leader and to create content to ‘disrupt, provoke thought, brand enhance and truly inspire’. n

Stuart Donald QPM is to succeed Derek McMullan as chairman of independent road safety charity IAM RoadSmart.

McMullan, who has retired, will carry on his involvement with the charity as a volunteer masters’ mentor and observer for both cars and motorcycles within his local area.

Previously vice chair at IAM RoadSmart, Donald has extensive experience of road safety, with a 30-year career in policing culminating in the position of assistant chief constable at Humberside Police. He was awarded the Queen’s Police Medal for distinguished service in the 2011 Birthday Honours List.

“I am in my 31st year of IAM RoadSmart membership,” he said, “so it is a great honour to be appointed chairman and to support the vitally important work the charity does in delivering advanced driving and riding education, and in making such a major contribution to road safety in the UK.” n

Priscilla Savord, Kask America

Ed Trotman, Schwalbe UK

Kask America has appointed Priscilla Savord as marketing manager.

Savord brings both knowledge and experience to the role, following a four-year spell with Selle Royal Group as a retail and marketing specialist. She will be responsible for both Kask and sister eyewear brand KOO’s marketing in the North American region.

Savord said: “I am very excited for this next chapter with Kask America. I believe the success of the brands in North America will depend on the success of our dealers. This has always been a top priority for me in previous roles.

“I very much look forward to the opportunity that lies ahead to further develop relationships with our dealer network and grow the Kask and KOO brands.” n

Schwalbe UK has welcomed Ed Trotman to the team in the role of sales promoter.

Covering the south of England, Trotman will be providing expert technical and marketing support to retailers, as well as training across the range of Schwalbe products.

With an extensive background in the cycle trade, he has most recently worked for a national distributor, following several years of cycle retail experience in the Bristol area.

Trotman will be covering shops in the following postcode areas: BA, BH, BN, BS, CT, DT, EX, GU, ME, PL, PO, RG, RH, SN, SO, SP, TA, TN, TQ, TR. To contact him, please email info@schwalbe.co.uk. n

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Patrick Pichette and Celeste Burgoyne, Zwift Zwift has confirmed the appointments of Patrick Pichette and Celeste Burgoyne to its board of directors.

Pichette served as CFO for Google from 2008 to 2015. Today, he serves as chair of both the Twitter and Lightspeed board of directors, and is a partner at Inovia Capital, which has invested in Zwift for an undisclosed sum.

He said: “As a Zwift user, and someone who has always enjoyed an active lifestyle, it’s easy to get behind a mission to make more people, more active, more often, while having fun! Who can argue with that? I am excited to support Zwift’s world-class team by sharing my experience and networks as we forge ahead and deliver on that mission.”

Also joining Zwift’s board of directors is Burgoyne, who brings more than 25 years of experience within the retail industry.

“It is an incredibly exciting time for me to join Zwift’s board of directors,” said Burgoyne. “Zwift is at the beginning of a new chapter as it develops the hardware to complement its software platform to provide a fully integrated at-home fitness experience. I look forward to helping the management team at Zwift identify opportunities to reach a broader audience.” n

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BIKEBIZ AWARDS

Entering an industry during a pandemic Rebecca Morley catches up with Steven May, UK country manager at JDM Products, on Knaap Bikes’ Innovation from a Newcomer win at last year’s BikeBiz Awards

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eing a newcomer to an industry can be tough at any time – let alone in the middle of a global pandemic. The lack of events over the past 12 months has meant fewer opportunities to network and introduce new products and engage with them, meaning it has been challenging for those wishing to enter the market.

Knaap Bikes, winner of the 2020 BikeBiz Innovation from a Newcomer Award, has seen ‘rapid acceleration’ in the UK since its rollout, recently celebrating reaching over 120 dealers across the UK. The twoseater 140-kilometre range 180-kilogram capacity e-bikes come in matt black or space grey and retail at £2,299.

“Robin Cats, who founded Knaap, comes from a scooter background out of Holland, working with scooter hire solutions around the globe,” says Steven May, UK country manager at Knaap distributor JDM Products. “He saw an opportunity in a more robust product proposition that captured that stability, the ability to ride two people on it and potentially widen the market from scooter into bicycle.

“When I rode the bike for a week, I stopped using my car. Every time I rode it people would turn their heads, stop and go: ‘Wow, nice bike mate, where’d you get that from?’ I was genuinely shocked. I’ve never ridden a bicycle that’s turned people’s heads before.

“The JDM involvement was to look at the brand, see the opportunities, spend the first week riding it and understand where I thought it fitted in. And then with the Knaap team, we started to profile the target consumers into four categories.”

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The first of these categories is ‘urban fashionistas’, May explains, which is people who ‘like to be seen on it as much as ride it’. The second is urban commute, which is the one and two rider solution for commuting. “And that’s not just central city commuting, it’s also towns,” May says, “because that journey doesn’t have to be less than five miles, it can actually be more because it’s a pleasant ride.

The two-seater e-bikes come in matt black or space grey

“The third [category] is what we call leisure and recreation, which is like the weekend bike. It’s the second mode of transport outside of a car. Because it carries two people, it gives you the ability, as a couple, to go on the bike for those short two to five mile rides that you do, or journeys that you would do in a car, that you can now switch comfortably onto a bike.

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INNOVATION FROM A NEWCOMER

“The second half of that leisure category is motorhomes, camping and caravanning, where you go away to be away and not use your car.”

The fourth category is commercial and hire – the commercial side being able to make last-mile deliveries to customers. “Because of the pandemic and everything that’s happened with localised delivery solutions, that last mile is actually extremely valuable,” continues May. “If you think about your local pub or restaurant, who are doing food deliveries now, every one of those is doing it in cars, whereas their delivery radius is only a few miles.”

‘I’ve never ridden a bicycle that’s turned people’s heads before’ Partnering up Knaap Bikes now has north of 120 independent cycle store partners in the UK, May continues. “The concept is to minimise their risk in the beginning, by allowing them to purchase a single bike solution so they have a demonstration bike. That means that we’re not asking them to pay upfront or commit to a whole bunch of stock that they’re not sure how well will sell.

“But what we’re looking to do is a partnership. We have a dropship model, which means that they can have their demo bike and get their next bike within 72 hours for a customer. So the customer can ride it, say yes and then within 72 hours the bike can be with the store team.”

That partnership also means that all online sales go back through the partner dealer network as click and collect. “So literally pass the contact of the customer, the customer goes in for the demo and completes the sale directly with the retailer. For us, that’s a massive part of the partnership.

“We have a two year warranty, and on the warranty, we pay the dealer for the labour. If there’s a claim, it will be paid for by Knaap to the dealer. If the customer has an issue with the bike, we will resolve that problem directly. It’s about building the partnership with the dealers that come on board early and maintaining that over a longer period.”

“Absolute elation is what we all felt when we saw it pop up on the screen,” says May. “It’s hard at any time for a newcomer to enter an industry, but when you enter an industry in the middle of a pandemic, you plough around probably 250 cycle stores and you’re not able to attend an industry event where you could network or engage with potential new customers who could walk past and see your product – we really were starting from ground zero.

“To win the award after three and a bit months of doing this was, for me, a tremendous recognition of the efforts that I’ve made from the industry – because it was the readers that voted.

“Most of the people I must have visited actually clicked the Knaap Bikes piece so it was a recognition that I’d been around and done the work in a very short period of time, but also that what I was saying had resonated with the industry representatives.

“From the Knaap Bikes HQ team, Robin and Michael [Fiering] were absolutely over the moon with winning the award; not least that I’d applied for it, knowing the work I was going to do from the beginning and knowing that I was going to put all of that effort in. The product that they’d created actually had a very strong affinity with the potential customers – potential retailers and consumers.” n

Ground zero Knaap Bikes won the 2020 BikeBiz Innovation from a Newcomer Award – an event which took place digitally due to ongoing restrictions.

Knaap Bikes won Innovation from a Newcomer at the 2020 BikeBiz Awards

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BIKE BRAND OF THE YEAR

‘We need to welcome all these new riders to our community and ensure that we keep the momentum on the ‘golden age of cycling’’ Kirsty Woodcock, head of marketing, Specialized UK, winner of Bike Brand of the Year 2020 The past year has presented some challenges for the cycling industry – how did Specialized adapt to the changes?

Delivering for our riders and retail partners has been a constant focus for the entire global business. The phenomenal increase in demand has been incredible to see, but the level of this demand took the industry by surprise. To allow for an increase in production, we’ve invested with our manufacturing partners to increase capacity. Shipping and logistics remain a challenge across many industries, but we’re adapting wherever possible to find solutions and get products to the UK.

What are your expectations for the year ahead, both for the business and the industry?

Another crazy busy year ahead for us! Our pipeline doesn’t let up, so riders can expect even more new product. We need to welcome all these new riders to our community and ensure that we keep the momentum on the ‘golden age of cycling’.

Campaigns like #BikeisBest are really helping keep this on everyone’s radars. It’s been amazing to see racing back up and running too – pro feedback on product from their season will no doubt lead to more innovation in the years to come. n

Are there any products that have performed better than others in recent months, and if so, what do you attribute this to?

We’ve seen some fantastic growth across our active and e-bike categories, and unprecedented demand for our aluminium mountain bikes. We believe this to be a mixture of two main things. One, new or returning riders seeking escape or adventure in their local areas during lockdown, and two, people seeking out the bicycle as a transportation alternative.

Specialized won Bike Brand of the Year at the 2020 BikeBiz Awards – what did it mean to win?

It’s incredible to be acknowledged in this way by riders, partners and peers. It was one hell of a year for new product launches with the Tarmac SL7, the Aethos, the Levo SL and an all-new Stumpjumper to name a few!

To get the recognition that riders are enjoying the results of so much passion, research, development, refinement and technology is really rewarding for the entire business.

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‘Delivering for our riders and retail partners has been a constant focus for the entire global business’

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18/03/2021 14:42

BUDGET 2021/22

Budget 2021-22 briefing Business rates holiday extended, restart grants for retailers and reduced VAT

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he Chancellor presented his Budget to Parliament last month, setting out the Government’s fiscal measures and response to the ongoing COVID-19 pandemic. Key highlights include an extension to the business rates holiday and furlough scheme, as well as new £6000 “restart” grants for non-essential retailers. This briefing outlines the most relevant Budget policies for the retail sector.

Business rates

‘Eligible retail, hospitality and leisure businesses pay no business rates for three months’ The 100% business rates relief has been extended for three months until 30th June. For the next nine months of the financial year, business rates relief will be set at 66% with a cap of £105,000 per business. Businesses can choose to opt out of the relief. The business rates multipliers have been frozen at 49.9p for small businesses and 51.2p for larger businesses. Local authorities are being provided with £425 million of discretionary business grant funding to distribute against their own criteria.

Super Deduction Corporation Tax

‘The Government is investing £25 billion in the UK’s prosperity; the biggest two-year business tax cut ever’ From 1st April 2021 until 31st March 2023, companies investing in qualifying new plant and machinery assets will benefit from a 130% first-year capital allowance. This measure will allow companies to claim 130% in-year relief for main rate capital expenditure on plant and machinery and 50% in-year relief for special rate capital expenditure, excluding operating leases, second-hand assets and cars from 1st April 2021 to 31st March 2023.

Corporation Tax

‘Only 10% of companies will pay the full higher rate of corporation tax’ The rate of Corporation Tax will increase from April 2023 to 25% on profits over £250,000. A Small Profits Rate (SPR) of Corporation Tax (CT) at 19% for companies with annual profits below £50,000 and a main rate of 25% for all other companies, so that they pay less than the main rate.

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VAT

‘The 5% reduced rate of VAT will be extended for six months to 30th September. Even then, we won’t go straight back to the 20% rate’ The Government has extended the temporary reduced rate of 5% VAT on supplies of accommodation, food and beverage services excluding alcohol until 30th September. To help businesses manage the transition back to the standard 20% rate, a 12.5% rate will apply for the subsequent six months until 31st March 2022.

Fuel

‘I’m not prepared to raise the price of a tank of fuel’ The planned increase in fuel duty will not go ahead, and fuel duty will remain frozen for the 11th year in a row. However, future fuel duty rates will be considered in the context of the UK’s commitment to reach net-zero emissions by 2050.

Furlough and Statutory Sick Pay

‘We will protect the jobs and livelihoods of the people through remaining phases of this pandemic’ The Coronavirus Job Retention Scheme has been extended until 30th September. Furloughed colleagues will continue to receive 80% of their current earnings under the scheme for hours not worked. Employers will contribute 10% of the cost of unworked hours from July and 20% in August and September, in addition to existing pensions and national insurance contributions. The COVID-19 Statutory Sick Pay Scheme has been extended indefinitely to allow SME employers to reclaim up to two weeks of eligible costs per employee. n

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24/03/2021 11:54

BUDGET 2021/22

Cycling UK accuses Government of suppressing cycle funding report

Cycling UK policy director Roger Geffen

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ycling UK has accused the Government of hiding evidence from Parliament by suppressing a report showing current levels of investment for cycling and walking fall far short of what is needed to get England moving again.

The charity has called for the publication of the report which it believes will show that, without a significant increase in funding, Prime Minister Boris Johnson’s “plan for unleashing our nation of cyclists” is doomed to fail.

Giving evidence at the House of Commons Transport Committee’s inquiry “Reforming public transport after the pandemic”, Cycling UK’s policy director Roger Geffen said: “The Government has sat on research over the last 14 months, and our understanding is that it shows £2 billion is only about a quarter to a third of what is needed to meet the Government’s own targets to double cycling and increase walking by 2025.

“It’s really important the Government is clear about what its targets are and that it publishes the research which shows whether the funding is adequate to hit its targets and then act on the findings of the [suppressed] research as it sets its budgets for cycling and walking in the Spending Review.”

The Department for Transport’s first Cycling and Walking Investment Strategy, launched in 2017, laid

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out the Government’s aims to double the number of cycling trips and to increase walking by 2025.

Currently, cycling makes up just 2% of all trips in England.

Last May, the Government allocated £2 billion for cycling and walking to meet these aims over the following five years in its vision document, Gear Change, launched

by Johnson.

Transport Secretary Grant Shapps said to the Transport Committee in February 2021 that £2 billion was enough to meet the Government’s targets.

Geffen disagreed with this assessment. He claimed the unpublished report, commissioned by the DfT and kept from Parliament, will show the Government knew £2 billion was only a fraction of what is needed to meet their aims.

Pointing out the benefits of more people cycling, Geffen said the Government should publish the report and follow its recommendations with a view to increase funding levels for cycling and walking to between £6 billion and £8 billion over the next four years.

“It is very disappointing that spending next year will be actually less on cycling and walking as things stand than what it was last year,” said Geffen. “We’re going in the wrong direction rather than boosting local authorities’ capacity to scale up their abilities to spend at the levels we need to be spending if we’re going to meet the Government’s targets.”

To assist local authorities and increase their capacity to spend this funding effectively, Geffen also encouraged the Government to launch the promised inspectorate Active Travel England, outlined in Gear Change.

In the Chancellor’s Budget published last month, there was no further funding for cycling and walking in England.

In Wales, the Welsh Government’s budget published last month allocated a further £50 million to active travel measures, while in Scotland a further £15 million for cycling and walking has been announced.

Speaking after his appearance in front of the Transport Committee, Geffen said: “The Government has deliberately hidden evidence from Parliament by claiming that £2 billion would allow them to ‘make strong progress’ against their targets to encourage more cycling and walking. They need to publish the suppressed report and act on its findings as a matter of urgency.” n

April 2021 | 17

24/03/2021 11:54

HUDSON

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The Bicycle Association has provided early analysis to its member companies of the UK trade figures for January 2021…

– Bicycle exports from the UK to the EU fell by 60% in value in January 2021 compared to January 2020

– They also fell by 32% in volume

– E-bike exports fell by 51% in value...

– ...and 63% in volume

*Multiple factors will have influenced these trade figures: Brexit, COVID, pre-Brexit stockpiling and possibly also wider logistics issues affecting international shipping. So assigning all change to Brexit, for example, would be premature

24/03/2021 08:33

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17/11/2020 15:47

SMS

Cycling technology performs strongly during pandemic Cycling is pushing boundaires, writes Sports Marketing Surveys’ Marc Anderman...

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ycling is pushing boundaries. From parts design to routes to market, bike share to intelligent transport systems, the industry is making cycling safer, affordable and more accessible. Innovation in cycling technology is fueling this shift, as the Bicycle Association Market Data Service (MDS), powered by Sports Marketing Surveys reports.

The data shows that technology was the fastest-growing sub-category in 2020 within cycling parts, accessories and apparel, rising by 67% against 2019 levels. The MDS tracked over £63 million of sales related to cycling technology in 2020.

While it still only accounts for around one-third of the sales value of cycling parts and apparel, the category is on the rise.

Working from home and restrictions on outdoor exercise have boosted this sector. Just as sales of dumbbells and free weights soared, for some consumers, products like turbo trainers, where sales value grew by over 100% in 2020, have offered novel ways to exercise from home in the absence of gyms. Meanwhile, for existing cyclists, restrictions on group riding have made home cycling more appealing. With services like Zwift and RGT Cycling allowing structured riding, competition and social interaction, as well as a chance to mix it with the pros in virtual mass-participation races or live streams, never has cycling technology allowed people to get closer to the road. The impact of this can be seen in the increase in the average selling price within the turbo trainers and home exercise category of 42% year-on-year. This is a direct result of people buying/upgrading to smart trainers

instead of standard trainers in order to enable them to connect to services like Zwift and RGT. The race to go virtual has now propelled Zwift to a billion-dollar valuation, and a pandemic doubling in terms of subscriber numbers.

The MDS tracked over £63 million of sales related to cycling technology in 2020

www.bikebiz.com

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SMS

The good news for the rest of the industry is that in the UK this surge has turbo-charged the rest of the cycling technology sector too.

The Market Data Service also highlights several cycling computers and power meters enjoying growth. This perhaps reflects how the pandemic has encouraged cyclists to either set more specific goals that require detailed monitoring. At the same time, many UK cyclists will also have found that reduced commuting costs have meant more disposable income to be spent on their passions.

The upshot was that technology sales at the start of the pandemic, in April, May and June 2020, were all up by 75% or more compared to their respective months in 2019.

This impressive growth, which is a combination of higher average sale prices and higher volume, shows no sign of slowing. In January 2021, sales were up 104% compared to January 2020.

For IBDs, the deep well of information on the cycling technology sector raises tantalising stocking decisions. Sales of turbo trainers and computer accessories are both growing faster in the specialist sector than in the generalist. However, the growth in sales of cycling technology within the specialist sector is predominantly coming from online sales, which is not only the largest but also the fastest-growing sales channel for cycling technology according to January 2021 figures. This should not come as a surprise, since many of these products do not require store viewing or testing, but it should give some

pause for thought for IBDs who do not offer this service.

Marking one year since its launch in April 2020, the MDS has grown along with the cycling industry, providing market insights for the sector that have proven invaluable. The MDS illustrates the power of current, relevant and easy to understand data. It highlights for buyers and data providers how sales within individual sub-categories are growing as a proportion of the market. Different levels of access allow individual businesses to find, analyse, and use the data that is most valuable to them.

Get in touch to let us know what you’re seeing in the technology market or to understand how you can benefit from the MDS. The Bicycle Association is the national trade body for the UK cycling industry. Its market data service now covers two-thirds of retail cycling sales across nearly 840,000 products back to January 2018. For more information about the service, please see www bicycleassociation.org.uk/market-data.

To discuss how SMS can support your business and help you get closer to the riders, trade, fans and stakeholders who matter, please contact marc.anderman@ sportsmarketingsurveys.com or visit www.sportsmarketingsurveys.com n

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16/12/2020 14:12

FEATURE

FEATURE

Representation matters Zwift recently launched the Black Celebration Series, aiming to celebrate the achievements of the black athletic community worldwide. Lisa Bourne, senior director, Diversity, Inclusion and Social Impact at Zwift, tells us how it came about

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he lack of diversity in cycling is evident – with many reports highlighting just how white and male-dominated the sport and industry is.

A 2020 Travel in London report showed that women, people of non-white backgrounds, older people, and those not in employment and on low incomes continue to be underrepresented among those who cycle in comparison to their relative presence in the general population.

Sustrans and Arup’s Cycling for Everyone report from July last year also highlighted the inequalities within cycling participation in urban areas between different demographics – finding that 74% of people from ethnic minority groups living in cities and towns do not currently cycle.

And a recent USA Cycling survey found that its membership was mostly white (86%), male (83%), and middle-aged (50%).

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Earlier this year, Zwift launched the Black Celebration Series (BCS), a year-long initiative to celebrate the history, athletes, heritage and joy the black community brings to Zwift from around the world. It is the first externally focused initiative spearheaded by its new Diversity, Equity, Inclusion and Belonging department, which will also be running internal training and education programmes on racial justice. In addition to the social rides, Zwift has chosen the LA Bicycle Academy as the BCS’ charity partner.

All BCS events will be held in New York, the city where black cyclists including Major Taylor and Nelson Vails got their start. Ride leaders will keep between 1.5 – 2w/kg along the Mighty Metropolitan route in New York with the event lasting for one hour. Runs will be along the Grand Central Circuit and will cover a distance of 6.8km/4.2m.

Lisa Bourne, senior director, Diversity, Inclusion and Social Impact at Zwift, talks diversity, inclusion and why representation matters.

www.bikebiz.com

24/03/2021 08:35

FEATURE

Zwift recently launched the Black Celebration Series – can you tell us a bit more about it and how it came about?

It’s a year-round initiative that includes in-game activities, internal employee-facing events and social impact initiatives designed to celebrate the black experience in cycling and running by shining the light on the accomplishments of black athletes and laying the foundation for future advancement.

While the Black Celebration Series launched in February during Black History Month in the US, the series events and initiatives are planned throughout the coming year because Zwift is committed to the continual recognition and support of black athletes and aims to create a welcoming environment for all.

Why is it so important to encourage diversity and inclusion in cycling and the cycling industry?

Encouraging diversity and inclusion in cycling and the cycling industry is important because representation matters. Seeing yourself represented in a sport, a profession, a major of study, etc. is key to planting the seeds of opportunity and growth.

I openly share how I never knew cycling was a professional sport growing up which limited my world of opportunity. It goes back to equity. Everyone should have equal access to the sport and that’s just not the case right now.

How inclusive do you think cycling is at the moment, and what more could organisations be doing?

Cycling is not inclusive at the moment. A recent survey of USA Cycling members revealed a membership that was overwhelmingly white (86%), male (83%), and middle-aged (50%). We know that cyclists actually out on the roads, buying bikes and Zwifting are more diverse. Organisations should celebrate this diversity to drive inclusion and belonging.

If individuals feel like their voices are being heard they will invite others and grow the sport. Growth of the sport and the industry is good for all. We float all boats.

Tell us a bit more about the partnership with the LA Bicycle Academy and why they were chosen.

The Los Angeles Bike Academy (LABA), formerly known as Unity Sports Cycling, and led by Damon Turner, has been doing amazing work for African American and Latinx youth since 2007. Zwift felt it was important to support LABA’s efforts to empower, educate and develop leadership skills in boys and girls from communities where access to the sport of cycling is limited.

Some of the most prominent African American cyclists today – like Justin Williams and Rahsaan Bahati – credit LABA for their success in the sport. Zwift has donated $25,000 to the LABA and is currently developing a mentorship programme for the youth on the team.

What else do you currently have planned for 2021 and beyond?

Our Diversity, Equity, Inclusion and Belonging strategy is broken down into three primary focus areas – brand presence and reputation, the Zwift end-to-end experience, and our internal employee experience.

As you might imagine, we have a detailed roadmap of programmes and initiatives planned for 2021 to ensure we reach the goals we’ve set for ourselves in each of these areas.

As just one example, to increase diversity in our talent pipelines, we’ve recently partnered with Jopwell – a black led HR platform that helps diverse professionals unlock opportunities for career advancement.

We’ve only just begun our DEIB journey and are excited to have tremendous support across the organisation. n

www.bikebiz.com

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April 2021 | 25

24/03/2021 08:35

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10/03/2021 09:58

COREBIKE

COREbike Online launched in absence of physical event

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OREbike is delighted to announce the launch of COREbike Online, a digital gallery for promotional videos and product news. COREbike Online is a video platform where the exhibitors of the COREbike show can promote their latest product videos. It follows the COREbike show ethos by giving retailers and serious consumers access to leading products and the best brands.

It is a digital representation of the COREbike show and allows visitors to the site an opportunity to experience the latest products, new product releases, range overviews and product launches. At this time, while it is difficult to organise physical events, COREbike Online is an amazing new resource for brands to utilise and for dealers to use. The website will be regularly updated throughout the year giving visitors access to the COREbike brands in a digital format.

If you are a COREbike exhibitor and would like to be involved with the website, contact Keith Jepson at Max Bikes PR via:

www bikebiz.com

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Please note at this time that the COREbike Online website will also be available to the consumer, making COREbike Online the first of COREbike show’s services to be open to both the trade and public.

The COREbike team said: “It’s amazing to have a website that gives both dealers and consumers access to many of the leading bicycle brands in the UK. We love hosting the COREbike event and hope to be back with a physical event in January 2022. In the meantime, the COREbike Online website is going to be a great resource for our exhibitors, the UK trade and the end consumer.

“With product overviews, launch videos, athlete updates, brand presentations and how-to videos, we have an excellent variety of content that will constantly be updated with new products!”

team@maxbikespr.co.uk 07531 627 433 www.corebikeonline.co.uk

April 2021 | 27

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24/03/2021 09:35

FEATURE

FEATURE Vivacity Labs recently partnered with Sutton and Kingston Councils to help improve active travel insight

How can artificial intelligence improve active travel insights?

Sutton and Kingston Councils recently partnered with UK-based transport AI company Vivacity Labs. Rebecca Morley catches up with Vivacity Labs’ CEO Mark Nicholson to find out how the technology can help improve active travel insight and the safety of high footfall areas

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he way we travel has changed dramatically over the past year – with COVID-19 lockdowns resulting in a rise in walking and cycling as a hobby and means of exercise. In fact, research from National Rail and Cycling UK last year found that two-thirds of Brits may avoid public transport as the nation returns to office work, with one-fifth weighing up commuting by bike.

And some local authorities have been looking into travel behaviours too – Sutton and Kingston Councils announced earlier this year that they will be working with UK-based transport AI company Vivacity Labs to help improve active travel insight and the safety of high footfall areas.

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The councils, as part of the InnOvaTe project, are utilising Vivacity’s AI and IoT technology to provide data on different transport modes and movement patterns. The project follows initiatives such as the trial Low Traffic Neighbourhoods and School Streets scheme, with both councils committed to addressing issues that affect the environment and health of their communities with the resources available.

These infrastructure changes can, in particular, help to improve active travel routes, enhance space and safety and, as a result, encourage and accommodate more walking and cycling. The project data will help the councils understand more about travel behaviours and patterns and to assess and improve the impact any changes are having.

www.bikebiz.com

24/03/2021 12:46

FEATURE

Mark Nicholson, CEO of Vivacity Labs, says computer vision technology, ie. cameras, is used to ‘really understand’ what’s happening on the roads. “It’s gathering not just counts of vehicles, but also how they are behaving and interacting, how many cyclists or e-scooters or buses go past, really understanding what’s happening at junctions and safety as well as sustainability. So, getting under the skin of the transport network much more, using better data.”

Early insights The findings are very local authority specific; whether that’s looking at rat running on side roads and helping authorities to understand that behaviour, or understanding safety at a particular junction – looking at how many cyclists are trying to turn right through the traffic, or how many lorries are trying to turn left through the cyclists, and how to optimise that junction.

“Yet there are worrying signs that access to the kind of high-quality cycling infrastructure that will enable mode shift could come down to a postcode lottery,” the letter said. “Even where local authorities have received all the funding they asked for, delivery of schemes by some councils have been shelved because of local pressure from a vocal minority. This is a worrying trend that transcends geography or party politics.”

Data-driven approach A lot of Vivacity Labs’ data can help local authorities to understand where the right place is for a cycle lane and how an area can be improved. “It’s about giving the datasets to support decisions,” says Nicholson, “and to make sure that they’re making the right decisions.

“It’s about demonstrating the reality of the situation – it’s not necessarily about saying every cycle lane is beneficial.

Vivacity Labs’ classification of different transport modes

Nicholson says: “Whether that’s removing the traffic lights entirely and turning the whole area into a one way system, having bollards through the middle of the junction so, while the cyclists can still filter through, the cars cannot. Then it becomes much more natural to have a safe environment.”

This can be helpful to local authorities too if there’s controversy about whether or not new cycle lanes should be installed. In August 2020, #BikeIsBest penned a letter to Prime Minister Boris Johnson on safeguarding the “golden age of cycling” following a worrying increase in ‘bikelash’. An independent survey commissioned by #BikeIsBest and conducted by YouGov showed that there are 6.5 people in support of measures in their local area to encourage cycling and walking for every one person against.

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“It’s about giving the data to make sure that the local authority can make the right decision about where to invest their money, and they should invest it in areas where there are some cyclists and where there is potential for there to be more cyclists, to give them the insights to be able to make those calls.

“And sometimes, different authorities have different levels of objectives around cycling and there’ll be different cut offs in different areas. It’s about giving them the data to be able to make informed decisions on how to make changes to the infrastructure.”

So how do the specific partnerships with councils come about? “We are the ones who do most of the approaching to start with,” says Nicholson, “and most of the time we start off with a small trial project because it’s a new technology.

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FEATURE

Cambridge Hills Road. Credit: GCP

“It starts off with something small, but then that relationship grows over time and we end up with city wide roll outs of sensors, because it feeds into so many different parts of transport policy. It’s about really helping them to have a data-driven approach to their entire transport planning and strategic monitoring of the network.”

Solving problems The company is doubling in size every year in terms of the number and scale of projects that it does, Nicholson says. “And so there’s lots more coming in terms of working at ever bigger scale with ever larger authorities, solving ever bigger problems.

“There are lots of big challenges still within the transport ecosystem and networks, and we’re trying to help local authorities to really understand those, pin them down the data, and then they can solve them.”

And with cycling numbers rising so much since the start of the COVID-19 crisis, could we continue to see this increase over the coming months? “If you look back at cycling in the UK over the last ten years, it has continued to rise,” Nicholson says.

“And I think there is a continued awareness of: ‘I can now cycle to work’; ‘There are now better cycle lanes in place’; ‘There are improvements that make this easier’. Not all of those people will stick, some people will reverse or go back to their cars, but I think it should have prompted some to think carefully about their habits, and might have helped them to find new ways into work.

“I don’t think that the full scale of shifts that we’ve seen this year will be sustained, but I do think it will accelerate the overall transition.”

Vivacity Labs is also going beyond data, Nicholson adds, to look at optimising the network for cyclists in real time. “We’re doing a lot of work with traffic lights and looking at how we can prioritise cyclists through those traffic lights.

“That’s a next stage for us where, in some parts of London, you have green cycle lights ahead of the main lights and you can prioritise the cyclists, but that annoys the drivers because

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if there are no cyclists there, they’ve just wasted time on that junction.

“It’s about trying to optimise that capability, it’s about trying to say: ‘Okay, we’ve got five cyclists on this side’ or ‘we’ve got three cars on that side’ – how do we balance, how do we prioritise, giving the authority the tools to be able to do that effectively.

“It comes back to the same concept of, we’re giving them the data and the tools to be able to implement their policies properly. Different authorities will do that in different ways – nevertheless, there will now be tools so that they can prioritise cyclists much better than they ever did before.”

Cambridge trial In fact, just last month it was announced that Vivacity Labs’ AI traffic signal control is to be trialled at some of the busiest junctions in Cambridge to help cut congestion and improve air quality.

The 12-month trial will investigate how camera-based sensors and machine learning can be used to optimise traffic signals to improve traffic flow, reduce journey times and help tackle air pollution.

The majority of traffic signals across Cambridgeshire currently use fixed algorithms to make decisions about traffic signal operation. Using Vivacity Labs’ machine learning technology, the new signals will, over time, learn what works best to manage traffic flows more effectively.

“We know our traffic lights need to be more intelligent and we are finding new technology solutions that can help the way people make their daily journeys,” said Claire Ruskin, executive board member for the Greater Cambridge Partnership and chair of the Smart Cambridge Working Group.

“These new sensors can monitor different types of road users, and use that data to change traffic flows, potentially helping to cut congestion and improve air quality. We will use the data to inform future projects and interventions.” n

Video analytics sensors use machine learning algorithms to gather data on transport modes, traffic flow and patterns

www.bikebiz.com

24/03/2021 12:46

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5

minutes with...

This month, BikeBiz catches up with Jos and Vanessa Ruiterman, founders of Megmeister

Can you give us a little background on Megmeister?

Megmeister was created five years ago with a very simple premise in mind: to create the best performance sportswear available. We started in our mission with the creation of baselayers. We defined ‘being the best’ across three key areas. Namely, comfort, fit and performance. As such, our Drynamo baselayers are completely seamfree and created out of one piece of material making them extremely comfortable to wear.

We create our baselayers using a special yarn that does not trap bacteria so that our garments don’t need

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to be washed after every use. Through advanced knitting techniques, we are also able to create ventilation zones in all the right places to ensure that sweat gets pushed from the inside of the garment to the outside while keeping the skin dry, which stops the wearer from getting cold.

The majority of other baselayers cannot achieve the level of breathability that we are able to with our Drynamo yarn as many other fibres don’t allow the body to breathe properly, blocking the body’s normal perspiration process altogether or, at best, allowing it to function for a limited period only.

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We have not been able to find biodegradable elastane but we have used regenerated elastan which is special in its own right and does not use virgin material. We believe we all have a responsibility to stop landfill and our new baselayer marks a very big step in principle towards that goal.

Megmeister recently partnered with adidas Outdoor – how did this come about? adidas approached us last year with the request for a collaboration which was a really exciting proposition.

The brand had tested our baselayers for themselves along with a lot of other baselayers from various brands. Our baselayers and yarn technologies and innovative design impressed the team and they asked if we would be interested in producing baselayers featuring our Drynamo technology for them, which we agreed to. We suggested that we could take our partnership a step further and asked if they were interested in collaborating on an innovative sustainable performance baselayer. This was the beginning of an exciting journey which has so far resulted in the creation of the Drynamo Merino Eco LS Crew Baselayer which won a Gold Award at ISPO this year.

What are your plans for 2021 and beyond?

We will continue on our sustainability path, there are so many opportunities to create sustainable performance sportswear. While initially our sustainability initiatives were hampered by large production quantities, the collaboration with adidas has meant that we are now able to meet these production minimum quantities which allows us to create what is right, not just what is financially possible.

2021 is an exciting year for us and we plan to launch a new bib short pad technology, named 3D WAS system which has been developed in-house by the research and development team at Megmeister over the past two years. Initially, 3D WAS system will feature in a range of new bib shorts to be launched this summer and all the intensive athlete and scientific testing to date suggests it will be a comfort game changer for cyclists. n

What industry innovations are exciting you at the moment?

Through the adidas collaboration, we were able to take our baselayer creation to the next level. adidas and Megmeister were very keen to raise the bar and create what we called an ‘Uber green’ baselayer which is 96% biodegradable at the end of life. We hope it will become the sustainability benchmark for the whole industry in due course.

We wanted to create a baselayer which was extremely high-performance but also a super sustainable one. Through our partnership with adidas, we were able to connect with yarn specialists from around the world and we identified an exciting new yarn that would make our garment 96% biodegradable. Why not 100% you might wonder?

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www.bikebiz.com

24/03/2021 11:57

PERFORMANCE COMPONENTS MAGURA.COM

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05/01/2021 14:52

IBD FOCUS

Quick, reliable, simple: Cyclorise on launching its first B2B Rebecca Morley catches up with Cyclorise director Thomas Dibley on the launch of the distributor’s B2B website for IBDs

Cyclorise announced its partnership with Revel Bikes in August last year

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hile 2020 saw a boom in demand and sales across much of the cycling industry, it also created difficulties for some companies and distributors to keep in touch with dealers due to COVID-19 lockdowns and restrictions. In response to this, Cyclorise has launched a B2B website for IBDs, aiming to remove barriers to purchase and keep the order process as simple as possible.

The distributor was founded in 2017, meaning it had been running for almost four years with orders having to be placed by email or over the phone, says director Thomas Dibley.

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“We brought on our first sales rep in January – he’s full time and we needed something to better log and track customers so there’s better internal communication. But as a by-product of that, we needed customers to have as few barriers to entry as possible.

“Thinking to place an order by finding out what they wanted, sending an email and waiting for a response are quite a lot of barriers for entry. From a B2C point of view, we’re quite familiar with how a website should be performing to ensure a customer follows through and checks out.

www.bikebiz.com

24/03/2021 08:37

IBD FOCUS

“That really needed to be applied to the B2B angle as well. We tried B2Bs various times along the way, but unless you’re investing a lot of money, the actual output of the product that you end up with is always highly compromised.

“We finally found a way to build one that was quick to use, reliable, simple, that shops seem to be finding really easy to navigate.”

So what impact has it had since it launched? “I’d never really thought launching a B2B would be that exciting, but it’s actually meant an awful lot,” says Dibley. “It’s one of those things that we wish we did a lot earlier. We put it off on a number of occasions but actually having done it, we’ve had a huge amount of reinvigoration of dead accounts, which has been really encouraging. 84% of existing customers have registered for their trade account.”

Almost every account is not only activated but has communicated with Cyclorise since then, Dibley adds.

And instead of customers just reordering what they previously ordered, they are now ordering across more than one brand.

“Typically speaking, somebody would be ordering replacement bells so they’d email me and ask for 15,” Dibley explains. “But they hadn’t taken the time to browse our website – they just know that what they’ve been buying is working for them so they’re ordering more.

“It’s just thinking about it like you would a B2C customer.

If they’re coming to your website, you want to present them with as much as possible in order to check out and without that website, that wasn’t possible.

“We’re finding shops are, on average, adding three brands to check out instead of just the one. In turn, that is increasing basket value. Additionally, we’ve had a 14% increase in our dealer network size since launching, which suggests that there is an appetite for new suppliers and new product.”

Working together IBDs will always be hugely important to the cycling industry, offering expert advice and support for customers. This is an advantage bricks and mortar retailers will always have over the internet, even with the rise in online purchasing we’ve seen over recent years.

“I’ve worked for online retailers and I think they’re great for certain brands,” says Dibley, “certainly for commodities and once you’ve got national penetration and your customers are stretching through every town and every country.

“But we’re still young, we’re still building the desirability of our brands. Who’s the better salesman – is it going to be an online retailer or is it going to be an IBD who has the time to put into selling your product to their customer base?

Cyclorise’s portfolio also includes suspension grip brand Revgrips

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IBD FOCUS

“We’re recruiting shops and those shops are recruiting customers. We’re all working together and helping each other. We definitely can’t undervalue the IBD and I think that goes to show when you look at our range and see where it’s available. Who we support is evident.”

And much of the UK cycling industry has seen a rise in sales since the beginning of COVID-19 restrictions just over a year ago, despite the initial panic some felt for their businesses when the first lockdown was implemented.

“A year ago when it all kicked off, we were just like everybody – sitting in awe with our jaws on the floor, wondering how are we going to pay the bills,” Dibley says.

“Sales fell away for a very short time, it was a week or two of panic stations.

“But customers returned. Trade custom took a break for a little longer than the consumer, but it came back with force and the increase in sales enabled us to bring on more and more brands throughout the year.

“That’s increased revenue. A year ago we had six brands – mostly accessory brands with one component brand. But we’ve got 13 brands now with more in the pipeline. We’re actively looking for the next commodity type, larger revenue brand. Bringing on Revel Bikes towards the end of last year was a huge success for us, and Onza Tires as well.

“We’ve now got a bike brand to take on very well established bike brands – give us a couple of years and we’ll be punching with the heavyweights.

“It’s meant tremendous growth but at the same time growing pains because, of course, supply challenges us all.

It’s also shipping delays and the costs of importing are very challenging and very, very expensive.

“But where the majority of our product comes in from the USA and South Africa, we haven’t actually noticed many shipping delays; it’s only a few European shipments that have been delayed, and that’s Brexit.”

The challenge as a distributor, Dibley continues, and having brands that are lesser heard of, means there is quite a sales job ahead and Cyclorise needs time with dealers to help present those brands. “Not being able to walk into shops for the last year has been quite a challenge. We’ve seen that growth but, if we could have been on the road more, maybe we would have seen even more so.”

Cyclorise brought on a salesman in January, who started on 1st March and has already been out on the road. And the distributor has seen instant results, Dibley says. “Shops seem very keen to see him.

“They’re well practised now with how to handle customers in their shops and they’re selling a lot and so it should be business as normal, as far as it can be. There’s still the odd shop that is quite sensitive towards sales reps walking in.

“We don’t turn up unannounced, it’s always pre bookings.

We know when the best time to arrive is, so people can give some time and distance for each other.”

Future plans The growth Cyclorise has experienced has brought quite a lot of demand in terms of warehousing, and now the distributor has a bike brand there is a need for a larger warehouse with a workshop, the potential for a warranty team and a greater staff holding.

“By the end of the year, we will have a larger facility and we’ll have a couple of extra staff in the minimum,” says Dibley. “A lot of the growth will come from what stock we can realise, and we’ve got a good idea of what is reasonable to expect what our growth could be. But will it be the same as it would be if we could get unlimited stock? That’s what we’re trying to work on.

“People still want to ride bikes more than ever. There’s still a huge shortfall in components to build bikes. We’re getting a lot of consumer interest in Revel Bikes particularly. We’re sending a lot of that traffic to our dealers.

“We’ve got dealers ordering bikes right up to the end of the summer. We know what supply is definitely coming but we’re just anticipating demand by the end of this year to be higher than it is now and continue that upwards growth path. 2022 should be huge for us.” n

Cyclorise director Thomas Dibley

42 | April 2021

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YOU STRIVE TO PERFORM AT YOUR BEST.

Ride responsibly and always respect the rules of the road.

WE DO TOO.

P ZERO™ Race. Endless evolution.

The new P ZEROTM Race clincher tube-type pairs up with its tubeless-ready TLR version, finalising the development of the 2nd generation P ZEROTM bicycle tyres. A range of products made for lightness, speed, and control, designed to provide maximum performances on the modern wide rims.

Available in sizes of 24, 26, 28, and 30mm, in either tube-type clincher or tubeless-ready application. extrauk.co.uk | Exclusively distributed in the UK and Ireland by

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APRIL 2021

APRRIL 2021

sales@raleigh.co.uk | www.raleighb2b.co.uk | 01773 532694 BB-APR21-RALEIGH FC.indd 1

24/03/2021 09:22

EDITORIAL CALENDAR 2021:

May

FOCUS:

The kid’s market

June

Retail and the IBD

July

The global cycle indsutry

August

The MTB market

September

October

November

December

Sustainability

Distribution

The e-bike market

BikeBiz Awards special

WANT TO ADVERTISE IN ANY OF THESE ISSUES? Contact Richard Setters 0779 480 5307 or email richard.setters@biz-media.co.uk

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SECTOR GUIDES: Children’s bikes and accessories Brakes Helmets Indoor training and power meters Cycle lights Mountain bikes and accessories Winter and protective clothing Cyclocross Stocking fillers Road bikes and accessories Chains, gears and cranks E-bikes and accessories Wheels, tyres and inner tubes Cycle footwear

Want your company or product to be involved with any of these features?

Contact James Groves, editor 07801 291 961 or email james.groves@biz-media.co.uk

24/03/2021 14:04

SECTOR GUIDE

Cycle computers

1

3

4

1

2

3

4

Lezyne

Garmin

LifeLine

XLAB

Micro C

Edge 530

Speed & Cadence Sensor

Torpedo Versa Slim

Distributor: Upgrade

Distributor: Madison

Distributor: Hotlines

Distributor: Multisport Distribution

You, your phone and Lezyne GPS: the cycling trinity. The Micro C GPS range works in harmony with your smartphone, making it the ultimate cycling device. Use mapping from the Lezyne GPS Root website to follow a route, tackle Strava KOMs and QOMs with our Live Segments feature and stay connected with phone notifications direct to your GPS unit. These GPS computers now have enhanced accuracy with an internal accelerometer to give you the best possible data about your ride or race.

The Edge 530 is packed with dynamic features to help you improve as a rider. You can see how the heat and altitude affect your performance and how many metres are left in an intense climb, get proof of your epic jumps with metrics that track your jump count, jump distance and hang time or even ride like a local by using advanced navigation capabilities, onand off-road maps and route recalculation. The Edge 530 has everything you need and more.

This sensor allows you to accurately keep track of your riding performance.

Installation is quick and easy.

Simply mount the speed sensor to the centre of the rear wheel hub and the cadence sensor to the inside of the crank arm. It can then be wirelessly connected to devices such as your GPS computer or smartphone.

It has an operating range of 2-60mph and battery life is approximately 12 months based on one hour everyday use.

Building on the success of the Torpedo Versa 200 and 500 systems, XLAB is pleased to launch the Torpedo Versa Slim, our aerodynamic front hydration system for the latest Trek | Bontrager, Cervelo and Argos 18 direct mount TT bar systems enabling customers to get the integrated hydration and computer mount set up.

The XLAB features an adjustable computer mount compatible with Garmin, Wahoo, Cateye, Polar and Sigma bike computer fitments.

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SECTOR GUIDE

5 8

6

7

5

6

7

8

Cateye

Stages

Topeak

Bryton

Padrone Stealth

Dash M50

UTF Multi-Mount

Rider 750

Distributor: ZyroFisher

Distributor: Saddleback

Distributor: Extra UK

Distributor: ZyroFisher

With its wide screen, eight essential functions and seven features, the new Padrone Stealth edition delivers all of the same functions as the classic Padrone, now with an easy-to-read inverted LCD screen. Packaged with our stable out-front bracket, you get clear data that’s easy to see from any position. In stock now and shipping along with new season dealer packages, the Padrone Stealth is a stylish addition to the Cateye computer line-up for 2021.

Ridden to victory at the Tour de France by Tadej Pogačar, the Stages Dash M50 is ideal for riders who champion training with power. With adaptive training zones and integrated workouts already on the device, the M50 will help cyclists unlock their very best. But it isn’t just about power. The M50 comes with cycling specific OSM maps that are easily read on the Everbrite high-resolution screen, making it perfect for long days in the saddle too.

Up-To-Front (UTF) Multi-Mount puts everything you need to see front and centre for convenience and versatility. The mount comes with adapters for most GoPro and Shimano Sport cameras, Garmin, Wahoo and Sigma GPS cycle computers as well as a range of Topeak and other GoPro-mount style lights. Flip-flop mounts can be positioned to customise device viewing height so you can be focused and enjoy your ride whilst keeping cables interference free from accessories.

For cyclists seeking powerful new features and technologies, the Rider 750 incorporates online navigation with preloaded maps and advanced training programmes as well as integration with Smart Trainer support and Power meter connectivity. Built with a large 2.8in full colour screen, the Rider 750 incorporates a new an intuitive GUI, allowing the user to engage more with training in HR and Power Zones. With up to 20 hours battery life, the Rider 750 sets a new benchmark for bike GPS navigation.

46 | April 2021

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24/03/2021 12:07

Premium Cycling Solutions

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22/02/2021 16:38

@contityres conti-tyres.co.uk

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24/03/2021 12:43

SECTOR GUIDE

Triathlon 2

1

4

3

1

2

3

4

Bont

Redshift

fizik

Argon 18

Riot TR+

Quick-Release Carbon Aerobars

Transiro Mistica Saddles

E1-118 Tri+ Disc Ultegra Di2

Distributor: Raleigh Bike Parts

Distributor: Ison Distribution

Distributor: Extra UK

Distributor: ZyroFisher

The Riot TR+ cycling shoe by Bont is a world first. It is the world’s only carbon composite, heat moldable, entry-level triathlon shoe.

Combining Bont’s pro series power transfer platform with competition grade materials to create the most technically advanced triathlon shoe.

Made from carbon composite with microfibre material, the Riot TR+ is a lightweight, breathable shoe that delivers the comfort and performance every rider needs.

Redshift’s Quick-Release Aerobars are different than any other aerobars on the market. The patent-pending quick-release mechanism allows you to attach or remove the aerobars in a few seconds, without any tools. Fits 31.8mm handlebars.

The Mistica is the second generation of fizik’s noseless saddles. The success of the Tritone combined with feedback from fizik athletes has resulted in the evolution of Mistica.

Available in two widths, regular (5.5cm) or large (6.5cm) and with either kium or carbon braided options. This unisex saddle will improve performance on any triathlon or time trial bike.

The E-118 Tri+ Disc is Argon 18’s pro-level UCI-legal tri bike with the lean, low race frame of a TT champion, tailored for triathletes.

The frameset is 250g lighter than the previous-generation E-118Next and is equipped with disc brakes. The 118 Tri+ Disc Ultegra Di2 is ideal for those looking for an aggressive position, highly responsive handling for extremely technical courses, or a versatile bike for both TT and tri.

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SECTOR GUIDE

5 6

7 8

5

6

7

8

Gaerne

Goodyear

XLC

Vision Tech USA

Carbon Kona Shoes

Eagle F1 Supersport

Pro Tri-Bar HB-T03

Speed Extensions J-Bend

Distributor: Hotlines

Distributor: Paligap

Distributor: Raleigh Bike Parts

Distributor: Windwave UK

Fitted with Gaerne’s EPS lightweight full carbon soles, this shoe guarantees lightness and firmness. Two ventilation channels positioned in the soles give flawless airflow to the feet and the non-slip rubber inserts in the front and back of the soles provide extra security when walking. Ideal for triathlon racing, the Velcro closure system allows for quick adjustment during the ride and transition.

Rear loops allow for fitting with speed and ease, making them extremely practical during the changeover.

Lightweight ultra highperformance tyre for road race, time trial and triathlon competition. For when performance matters. Available in tube type and tubeless and black and tan wall now available. Win races in style.

The Pro Tri-Bar HB-T03 is made from lightweight 6061-T6 aluminium and has been developed specifically for triathletes. Weighing only 475g, this lightweight system offers aerodynamic capabilities without burdening your bike with unnecessary weight. The Pro Tri Bar can maximise a rider’s efficiency over long distances as well as optimise their aerodynamics. Its adjustable armrests allow riders to comfortably hold the same position for longer, giving riders an edge in competitions.

The Vision Carbon Speed Extensions (compatible for Metron TFA aerobar, TriMax Carbon Si-013 and TriMax Clip-ons) have been developed with the feedback of several pro cycling champions and triathletes.

These carbon extensions provide a proven advantage in weight, aerodynamics and ergonomics.

Lightness These carbon extensions, weighing less then 100g each, provide a proven advantage in weight, aerodynamics and ergonomics.

Aero-ergo design Ergonomic and aerodynamic design for the highest performance.

50 | April 2021

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24/03/2021 14:11

SECTOR GUIDE

9 10

12

11

9

10

11

12

Redshift

Limar

USE

Selle Italia

Dual-Position Seatpost

Air Speed

Aero Extensions

Watt Triathlon/TT Saddle

Distributor: Ison Distribution

Distributor: Pinpoint CE

Distributor: USE

Distributor: Raleigh Bike Parts

The Dual-Position Seatpost lets you ride a true aero position on your road bike, without sacrificing your normal position. The forward position of the seatpost allows you to ride with proper aero fit. You can switch between road and aero positions on-the-fly while riding, so you can always choose the best riding position for every part of your ride. The linkage design maintains proper leg extension with the saddle moving forward 50mm. Legal for use in all Ironman and USAT Non-Drafting Triathlons.

Born to race. The aerodynamic flows have been the main feature of this project, as if the lines of the helmet had been drawn by the wind. 12 air vents and three longitudinal channels grant an immediate cool effect in the head and even during long performances. Air speed is the ideal model for triathlon, enough to be a proud partner of British Triathlon Federation for the second year. Magnetic buckle development with the top GB triathletes at the Brownlee Triathlon Centre.

USE extensions have been used to set world hour records on the track, win major games gold medals in time trialling, more than ten profiles available in carbon with specific layups for High Rise and “standard” profiles to ensure that all the strength and weight saving is in the correct places.

Aluminium available too. Perfect upgrade to dial in the aero position on a tri or TT bike.

The Watt Triathlon TT saddle by Selle Italia was created for and designed with Ironman World Champion Patrick Lange and the BMC Vifit Triathlon Team. The Watt increases cycling efficiency, greater comfort and maximises performance. Its rail is ten millimetres longer than traditional saddles, allowing more precise adjustments to the TT position. The saddle also has a central superflow cut-out and a wider nose to allow increased comfort and positioning.

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SECTOR GUIDE

14 13

15

13

14

16

15

16

fizik

Giro

DexShell

Rotor

R4 Transiro Tri

Vanquish MIPS

Compression Mudder Sock

Aero Power Meter Modular

Distributor: Extra UK

Distributor: ZyroFisher

Distributor: Troll Outdoors

Distributor: Velotech Services

For sprint or short distance triathlon formats, where every second shaved off in transition matters, fizik wanted to deliver a shoe that could offer the fastest and most intuitive closure system possible. The Powerstrap closure is extremely quick to fasten: simply slide into the shoe, pull and roll out from the transition smoothly. The strap is designed to pull an extended area of the shoe’s upper, so the fit is enveloping and secure, even with a relatively simple system.

The pinnacle of high-performance road cycling helmets, featuring the innovative TransformAir design that actively streamlines airflow to reduce drag. Inside the Vanquish is an EPS liner with progressive layering, and our renowned RocLoc Air system seamlessly integrated with MIPS technology to enhance comfort and cooling power while providing an additional measure of protection.

Whether you’re hammering off the front, smashing an Ironman course, or laying down maximum wattage in the dash to the finish line, the Vanquish shapes the wind to work for you.

The DexShell Compression Mudder socks are designed for running and feature a Porelle membrane laminated between the fabrics. They are waterproof, mudproof, sand proof and insect sting proof and are knitted with seamless toe technology whilst featuring a graduated compression on the calves. Priced at £45 RRP and available in two colours: grey and pink.

Rotor’s offering for the Aero TT and triathlon market uses the modular format of cranks, rings and spiders. Choose 1x narrow wide chainrings up to 54T or 2x up to 58T accompanied by options of Aero spider or Aero Power spider and choice of cranks lengths down to 150mm, including new Carbon range. Aero cranks priced from £375, add £520 for power spider.

52 | April 2021

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24/03/2021 14:12

Introducing A dedicated news service for the micromobility industry micromobilitybiz (MMB) is a brand new media outlet delivering regular updates to the burgeoning micromobility industry. It is the only dedicated trade news service for the sector.

Delivered by the BikeBiz team, MMB focuses on sustainable transport solutions, from e-bikes and e-scooters to bike-sharing and hire schemes.

MMB offers a free weekly newsletter, delivering the latest updates directly to readers’ inboxes, from market trends and product updates to Government initiatives and evolving legislations. With an initial database of over 4,000 professionals in the sector, MMB is a must-read for those with an interest in the business.

Our dedicated team can help you reach your business goals.

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Interested in being involved?

For more information about MMB and its respective editorial and advertising opportunities, please get in touch via the details below: James Groves Editor 020 3143 8779 james.groves@biz-media.co.uk Richard Setters Sales Manager 0779 480 5307 richard.setters@biz-media.co.uk

23/06/2020 16:39

SECTOR GUIDE

18

17

20

19

17

18

19

20

Continental

Met

ABUS

Princeton Carbon Works

Grand Prix TT

Codatronca

GameChanger

Blur 663 Rear wheel

Distributor: i-ride, Bob Elliot, ZyroFisher, Raleigh

Distributor: Raleigh Bike Parts

Distributor: Extra UK

Distributor: Ison Distribution

Super fast 25mm clincher that also provides a reliable Vectran puncture resistant later to help ensure you arrive at T2 safely.

Semi-slick BlackChili tread pattern gives great straight line running speed and fine filed shoulder assists on corners on rougher courses. Conti quality at just 190g!

The Codatronca helmet by Met has been designed to offer incredible aerodynamics from all angles giving you that edge against the competition. Its short tail design has been engineered so you can move your head freely whilst enjoying drag-free airflow. Its magnetically attached dual shield lens improves airflow but doesn’t compromise field of vision. It also benefits from Met’s Safe-T Orbital fit system allowing for 360 degrees adjustment.

The GameChanger sets new standards in aerodynamic performance. Every cyclist knows that battling against the wind is one of the toughest challenges they face. Great for triathlon and TT riders looking for an aerodynamic helmet that can still be used every day. The special shape reduces windage by minimising exposed surfaces, regardless of weather conditions, head-tilt position and inflow angle whilst the innovative Forced Air Cooling Technology sucks in incoming air and channels airflow around the head.

The Princeton CarbonWorks Blur 633 is now available as a single rear aero disc wheel. Hand built in the USA on White Industries or Tune hubs in disc or rim brake variations. The ultra-stiff, tubeless rim features a hole-less tyre bed, laced up with Sapim CX-Ray Spokes and SecureLock Nipples.

54 | April 2021

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24/03/2021 14:12

SECTOR GUIDE

21

22

23

24

21

22

23

24

Profile Design

Castelli

Primal

Met

Sonic/Ergo 45/25a Aerobar

PR Speed Suit

Triathlon Clothing

Drone

Distributor: Madison

Distributor: Saddleback

Distributor: Primal

Distributor: Raleigh Bike Parts

Our new Sonic bracket has been designed as the successor to the J2. With this update, it brings our new generation fit range to a wider range of price points, replacing the J2 bracket. The Ergo armrest has been created to offer both a huge upgrade in fit range as well as increased rider comfort with a supportive curve to cup the arms.

The PR Speed Suit isn’t UCI legal, but it doesn’t have to be. The suit uses aero technology Castelli originally developed for pro cyclists but was banned for being too fast. It has silicone ribs on the arms which aid aerodynamics massively, whilst the Castelli Kiss Air Tri seat pad and the suit’s cut bring all the comfort needed for long distances. The result? A suit that holds the record at Kona and will help any triathlete go faster.

Are you looking to create your own custom triathlon range in store? Tha Axia Triathlon suit has unbeatable fabric quality and product build that creates a beautifully aerodynamic fit, allowing for peak performance on the bike, in the water or on your feet. Primal can now offer elite the Axia Tria suits on a five minimum order full custom design. The RRP is yours to decide and no one will ever come in and ask you to price match.

The Met Drone’s unique wide body, aerodynamic design greatly decreases turbulence and drag around the shoulders. It saves a potentially race-winning ten watts at 50km/h. The purpose-built Met Mag-Clip Shield is designed to maximise aerodynamics. The powerful, low-profile magnetic clips hold the visor securely in place. Three vents are strategically placed where the airflow creates maximum pressure. Without sacrificing aerodynamic functions we are able to provide a good amount of ventilation guiding the heated air away from your head.

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WITHOUT ARMOUR Cracked rim & pinch-flat

RIM PROTECTION

150g

VIBRATION DAMPENING

EASY INSTALLATION FLEXI WINGS PINCH-FLAT PROTECTION

ANTI-BURP

RUN-FLAT WITHOUT ARMOUR Tyre deforms & burps in corners

tannus.co.uk B2B: sales@moorelarge.co.uk BB-JAN21-TANNUS DPS.indd 3

01332 274252 10/12/2020 14:04

TALKING POINTS

JAMES SMITH

Reverse supply chain management

“

Moving backward through the supply chain is more difficult and complex because there isn’t a priority, and products are moving against the normal flow,” states Dr Dale Rogers, professor of supply chain management for the University of Nevada (Inboundlogistics.com, 2018). Dr Rogers continues: “Companies don’t see where returns hit their budget because their systems and processes are designed to support the forward flow of goods. Also, technology in general doesn’t support returns. No ERP systems or diagnostic and analytic tools support backward-moving inventory.”

Reverse supply chain refers to the movement of goods from customer to vendor. This is the reverse of the traditional supply chain movement of goods from vendor to customer.

Reverse logistics is the process of planning, implementing and controlling the efficient and effective inbound flow and storage of secondary goods and related information for the purpose of recovering value or proper disposal (Cognizant. com, 2018). Reverse logistics refer to monitoring the life-cycle of your products after they arrive at the end consumer. This could include how the product could potentially be reused, how it should be properly disposed of after use, and any other way where the expired product can create value (Systems, 2018).

Why do customers return product?

There can be many reasons why customers return products, some of which are given below.

This process however, does not reflect costs of repackaging, restocking, labour and customer contact.

Damaged item The item arrives damaged, as above, frustrating for the customer and the retailer as it will have to return to its own supplier as part of this process.

Not as described – from the customer’s perspective The customer is not happy with description, this will be monitored online and offline, with the retailer attempting to spot trends across product ranges to reduce description/sizing/ type errors.

No longer wanted This is to be expected within any business and the long return times of distance selling make this much more difficult to manage.

In all the above cases As the Kinaxis blog points out (Niroomand, 2018), the retailer has to organise shipping of the returned product and send it through various processes, such as testing, dismantling, repairing, recycling or disposal. All these processes require the product travel in reverse through their supply chain network.

Factors of note within the reverse supply chain

Incorrect items The customer orders the item and the incorrect item is shipped or is sent to the wrong customer. The outcome of this is that the customer is frustrated. Sports Direct do not pay for the reverse shipping costs but offer a full return or exchange programme for any items returned within 14 days.

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Distance Selling Regulations as per the Government website By law and as per the (GOV.UK) website, the customer does not need to provide a reason for the return of the product.

Furthermore, the seller must tell the customer about their

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TALKING POINTS

rights to cancel. If they do not then the customer can cancel at any time in the next 12 months. If the seller informs their customer about the right to cancel during these 12 months, the customer has 14 days to cancel from when informed.

After an order is placed The organisation should provide a copy of the contract on paper, by email or another format the customer can save for future reference and provide the copy of the contract no later than when the goods are delivered.

The invoice/returns slip should clearly state the reason that the customer is returning the items and whether the customer would like a refund or an exchange. The items should be returned in a resalable condition, however, the items need not need to be in their original packaging and it is up to the customer to provide proof of postage.

As per the table on the right (Ofcom Annual Monitoring Update on the Postal Market, 2016) the highest threat to commercial security within the despatch chain and the reversal chain are lost packages. Therefore, ensuring the customer takes responsibility for receipt and postage (returns) will lower costs.

JAMES SMITH

Royal Mail reported complaints for 2015-16 Category

Loss Delay P739 Failure Redirection Mis-delivery Delivery Procedure Errors Redelivery Failure Damage General Complaint Part Loss Other

Number

294,441 91,913 78,711 75,547 63,994 62,232 40,441 35,135 22,280 20,464 135,096

Total 920,254

Percentage 32% 10% 9% 8% 7% 7% 4% 4% 2% 2% 15%

100%

Customer faith Having a faster return service with as many obstructions removed as possible can help to restore customer loyalty and faith in the product and the organisation.

Customer retention - dealing with errors is just as important as making sales. If a customer has a bad experience with your product, the company must make it right.

Fulfilment blunders can create educational opportunities.

Learn how to keep the customers happy and engaged with your company.

Reduced costs by planning for returns and making the return order process smooth and successful, the company can reduce related costs (administration, shipping, transportation and technical support).

Faster service. This refers to the original shipping of goods and the return/reimbursement of goods. Quickly refunding or replacing goods can help restore a customer’s faith in a brand.

Recovering loss in the Reverse supply Chain Planning and ensuring an efficient return system will go some way to mitigate the losses in the reverse supply chain, but having plans to recycle, reuse and quickly restock will also reduce the costs involved.

Storage – storing of returned items must be taken into consideration, not only physical space but staff, repackaging, restocking and returning to shelf.

“Companies don’t see where returns hit their budget because their systems are designed to support the forward flow of goods”

58 | April 2021

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End of life reuse – some items will be at end of life. A method of reuse or recycle to save costs will be an efficient way to reduce costs. This could be part of a sale or return contract with the organisation’s own suppliers if the contract allows or a donation to a third party. n

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