Issue 43 | August 2009
ISSUE 43 | AUGUST 2009
FOR EVERYONE IN THE BICYCLE BUSINESS
BikeBiz OFF THE RADAR
BIKE HUB
EUROBIKE
Future Publishing takes BikeBiz on a grand tour of its brand spanking new testing facilities close to the Bath headquarters
BikeBiz looks at the three deserving projects that have bagged a share of the Bike Hub cash to fund the future of cycling
With one of the biggest events in the cycle trade calendar around the corner, BikeBiz provides a guide to what to expect
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Supermarkets sweep in National grocers, including Asda and Lidl, reveal growing ambitions in cycle retail Pic © Sainsbury’s
By Lisa Foster and Jonathon Harker BICYCLE retailers who have traditionally shook a fist at nonspecialist stores stocking bikes now look set to have another, potentially more significant enemy to consider – as the supermarkets make increasingly bold moves into the sector. With the grocery sector becoming ever-more competitive and the supermarket giants being forced to look at more profitable, non-food areas, a boom in the cycling market has proved too irresistible for the supermarkets to ignore. And, as reported on BikeBiz.com, Asda and Lidl have both launched an assault on the sector – with more moves likely. PROFIT-FREE CYCLES Asda’s ‘profit-free bikes’ launch saw the introduction of the British Eagle range in June, with bikes priced from £50 for children’s models, up to £70 for adult bikes. The promotion highlighted Asda’s Pedal Power initiative, as a spokesperson told BikeBiz: “We are committed to getting more people on their bikes. Through our involvement in Pedal Power we hope that more families take up cycling; it is a low cost activity, a great way to stay healthy and we hope there is an increase in uptake.” The grocer pledged that there will be enough stock to cope
with huge anticipated demand: “We have tens of thousands of bikes available online and in store until August 9th. There certainly won’t be a shortage.” Asda’s growing profile in cycling is down in part to the role of its chief executive officer: “Pedal Power was spearheaded by our CEO Andy Bond, who is a really keen cyclist. He wanted to make cycling an accessible activity, for families in particular. This is why we chose to forego the profit on the bikes to make it accessible for all. “Pedal Power is all about getting people on their bikes and encouraging families to take up a new activity. It was launched by
our CEO and Sir Chris Hoy, both of whom are united in their passion to raise its profile as an affordable mode of transport with inherent health and environmental benefits.” HIGH-END, LOW PRICE But the role of supermarkets in the UK bike market is not confined to budget models (or BSOs) as Lidl proved when it revealed that it would be retailing the Stratos Professional Racing Bike for £749.99 in its stores. The Stratos marked the first time that national grocer Lidl had stocked a bike in its UK stores, with sales matching expectations for the retailer.
Lidl told BikeBiz that stocking the Stratos racing bike was in keeping with its mantra: “At Lidl our philosophy is to sell premium quality products at the lowest prices in our food and non-food ranges. The Stratos Racing Bike fits in very well with that proposition, as it really offers exceptional value for money.” Lidl confirmed that it could lead to further cycling offers in future: “Our non-food offers are always great value and available while stocks last. We would certainly not rule out stocking another bike as long as it fulfils our buyers’ stringent quality requirements and offers premium value at a very low price.”
Shock truth about stock shortages UK imports drop by 35 per cent year-on year By Mark Sutton A STAGGERING 379,000 fewer bicycles were imported into the UK in the first five months of 2009 compared to the same period in 2008 – which could go some way to explaining why retailers are frustrated about the current lack of stock in the channel. According to data handed only to Bicycle Association members, this drop equates to a 34.5 per cent decrease in UK imports and comes on the back of the fastest currency value dip seen since 1931. UK importer and BA member Russell Merry of Hot Wheels said of the data: “All distributors would have been forced to order cautiously when the value of the pound dived and we were in the eye of an economic storm. It’s a shame that the majority of importers can’t just turn the tap back on now to address the patchy stock levels that many retailers are complaining of.” A more in-depth analysis of the world’s leading manufacturing countries and highlights from the January to May import data can be found on page 11.
LATEST NEWS
EDITORIAL
STRAIGHT TO YOUR MOBILE
BOOKMARK US:
MOBILE.BIKEBIZ.COM AUGUST ISSUE 43
NEWS 6-10 INDUSTRY OPINIONS 14
Halfords is on top of CEN regulations, the Bike Doctor Academy is opened by Bo-Jo and more....
EVENTS 15 OFF THE RADAR
16
REECE TALKS BIZ
18
Jason Bonness discusses market shifts, sponsorship and more...
“The UCI has been itching for a further fight with the industry. Gofaster equipment is plain unfair, believe the Aigle-blazer navel-gazers.”
FOCUS ON…
THE RETURN OF SARACEN Under Madison’s guidance, the Saracen brand has undergone a major revamp. What’s more, IBDs are exclusively in control...
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22
MAN OF MYSTERY
BikeBiz’s Mystery Shopper takes a tour of Milton Keynes seeking a bike for his child. Which stores delivered sound advice?
PRESS CAMP REVIEWED
31
Carlton Reid spent a few days shacked up with journalists from all over, testing previously unseen kit. His findings are documented on page 31...
BRIGHTER SALES
RACK ‘N’ ROLL
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The industry – sort of – grouped together later, but the damage had been done. The UCI had shown it could cripple innovative equipment it disliked, not just made at home by mavericks such as Graeme Obree, but produced by big names. Since the late 1990s the UCI has been focussed on other things, like banning blue riband Olympic cycling disciplines and battling with the World Anti-Doping Authority. With Beijing out of the way and the war on drugs looking to be nearly won, the UCI is now focusing on bikes again. Earlier this year it quietly released A Practical Guide for the Implementation of Technical Rules. This nine-page clarification of the UCI's Lugano Charter sent shivers down the spines of TT bike designers. But, despite being a clarification document, it was written in such a way that the rules could still be misinterpreted. The enforcement which worried most companies making TT-style bikes and equipment was the 3:1 rule. This states that any tube section on a bike must be no more than three times as long as it is wide. It's always been assumed this referred only to frames. Though at the Tour of California the UCI made it known it referred to any ‘tube-like shape’. As we now know, there was no tech confrontation at the Tour de France. But that doesn't mean the UCI has backed down. The clarification document makes it clear that by January 1st 2010, no 'prototype equipment' will be allowed in UCI-sanctioned road events. The document does not define 'prototype'. Does the UCI mean for all bikes to be production bikes? If so, many companies (and, er, British Cycling) will find it tough to innovate if they have to market the bikes before or at the same time as making them for pro teams. This is not how the bike world works.
Carlton Reid, Executive Editor
REGULARS CHAIN REACTION
THE apocalypse never came. UCI technos got out their tape measures at the start of the Tour de France but found no bikes to ban. Now, this lack of verboten machines could have been due to unclear French-to-English rule writing on the part of UCI rulemeisters, based out of Aigle in Switzerland, or it could have been some swift equipment switches. Team mechanics reported that some 3:1 aero TT kit was banned by one commissaire, but passed by another. The UCI has been itching for a further fight with the bike industry. Go-faster equipment is plain unfair, believe the Aigle-blazer navel-gazers. When the UCI successfully prevented the use of Spinaci bars in 1997, Cinelli tried unsuccessfully – to get support from fellow manufacturers.
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LETTERS
60
Citrus Lime MD Neil McQuillan explains why retail need not fear setting up an online store
This month we carry letters form the York Cycle Show and Future Publishing, among others
PEOPLE
OFF THE RECORD
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61
IMG brings in ex-Trek Mirraco brand manager to oversee the brand’s distro switch
The cycle trade gets involved with Emmerdale and Eastenders in this month’s Off The Record
NEW PRODUCTS
SPOKESMAN
49
A selection of the month’s highlight products hitting stores in the coming weeks
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Spokesman discusses Halfords’ decision to go high-end and improve its image
NEWS
Sponsors sign up to BikeBiz Awards Cube and Citrus-Lime become official partners for industry event Judging process begins from mid-August By Jonathon Harker THE COUNTDOWN to the BikeBiz Awards has begun in earnest, with Cube and CitrusLime signing up to sponsor the first live event, and the finalists being announced this month. Following the success of the initial online BikeBiz Awards last year, the event will be live for the first time. In association with The Cycle Show, the BikeBiz Awards will be handed out at a trade-only drinks reception on Thursday October 8th at The Cycle Show 2009 held at Earls Court. Cube and Citrus-Lime will get the party started, having signed up as official partners for the BikeBiz Awards. Cube marketing manager Mario Hartloper enthused: “For me, being involved with these Awards is about recognising what individuals and companies are doing for the benefit of the cycle trade in the UK.” Citrus-Lime’s Grant Hadwin added: “Citrus-Lime is proud to sponsor the BikeBiz Awards 2009, recognising the achievements of the industry in the past year.
UK MD Tim Buxton was on hand to introduce the range to retailers at January’s CoreBike show
“We’re delighted to be supporting an awards programme that celebrates excellence as it complements Citrus-Lime’s commitment to provide bicycle dealers with the best Integrated Epos and Ecommerce solution on the market”. THE CATEGORIES Independent Retailer
(less than ten stores) Online Retailer High Street Chain
(over ten stores) Distributor – Bikes Distributor – Parts and
Accessories Consumer Magazine Consumer Website Marketing Team Manufacturer Best Cycle Show Stand
From the middle of August judging of the finalists will begin, with each Award winner selected in the same transparent manner as last year. Cycle Show organiser Upper Street Events will be choosing and presenting the award for Best Cycle Show Stand.
Official Partners
For sponsorship enquiries and to find out about attending the event contact Carly.Bailey@intentmedia.co.uk.
Merida gears up for UK market share grab ON the back of a large dealer recruitment push since the CoreBike show in January, Merida has told BikeBiz it has optimistic plans to expand its UK presence. Already at 73 per cent growth year-on-year, the firm aims to expand its market share and has created a line of ‘specially tailored’ UK models to help fill the current gaps in hybrid and road bikes caused by the sales success to date. Chris Carter, marketing manager at Merida UK told BikeBiz: “The push for new dealers has been a success and we are now investing in a new member of staff and a computer system to keep up with demand and enable us to grow more. For 2010 we are doing a soft launch, as much like Specialized and
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Giant, we have seen sales of road bikes far outstrip expectation, so we are bringing forward our 2010 road bikes shipments with comfort and mountain following shortly after.” Like the majority of other
added Carter. “Merida took a long term view when the economic trouble set in and firmly intends to be a major player worldwide.” For those seeking a fresh supplier, the brand is still looking to recruit stockists. “We are still
“We are bringing forward the 2010 road bikes, as we have seen demand far outstrip our expectations.” Chris Carter, Merida UK manufacturers, Merida’s performance has been slowed by currency fluctuations. However, margins have remained steady and RRPs are reasonable. “Being linked with Merida Taiwan is invaluable as they can offer security and consistency,”
actively seeking dealers,” said Carter. “So if industry leading margins, excellent settlement discounts and no restrictive practices such as big sell-in orders sound attractive to you, then we would very much like to talk to you.”
BIKEBIZ.COM
NEWS
Halfords gets in early on EN standards Retail chain’s brands to comply with new standards ‘long before’ impending legislation comes into force By Jonathon Harker NATIONAL bike retail chain Halfords has told BikeBiz that it is already hard at work to ensure its bikes will comply with forthcoming EN standards and that its brands will comply with the new legislation well in advance of the deadline. The pan European standards will replace current mandatory British bike standards – BS 6102 Part 1. The new regulations will bring new requirements for the safety and durability of bikes, including better braking performance for all types of bicycles, among other quality standards.
build and safety check, followed by our free six-week service. Ultimately, the customer receives greater peace-of-mind.” He added: “As the number one UK and Republic of Ireland bike retailer, Halfords is keen to adopt the most stringent available quality and safety standards, and pass these benefits onto the customer. We also feel that we have a duty to implement the most rigorous standards on the market, even though they may not strictly be required by law for some time.” Hall revealed that full compliance only required slight changes for the firm: “We have a long heritage and a well-
“We found that our history had served us well and that only relatively minor modifications were required to ensure full compliance to the new standards.” Chris Hall, Halfords’ Head of Quality Assurance Chris Hall, Halfords’ head of quality assurance and product Compliance, told BikeBiz: “Our entire cycle range will comply with the new standards, well before the legal deadline. This will include all of our own brands – Apollo, Carrera, Boardman, XRated and Trax – as well as all of the other popular brands that sit on our shelves. “Our desire to apply the most stringent quality and safety standards to our cycles is emphasised by Halfords’ free
Halfords is ensuring each of its own brands is fully compliant, as well as its external brands
selection. We found that our history had served us well, and that there were only relatively minor modifications required to ensure full compliance to the new standards.” The firm’s East European presence was an added incentive
for the retailer to take an early approach to the standards: “We also have stores in the Czech Republic and Poland where, unlike UK and ROI, there is no mandatory national cycle standard. The EN standards were therefore adopted immediately
on their issue in these countries, so this also was another reason for us to ensure compliance sooner. The focus in these countries has been, not surprisingly, on the safety elements of the standards for kids’ bikes.”
established product development process, which starts with feedback from our customers, via our store cycle specialist network. Our specialist staff take great pride in being knowledgeable about the products they sell, and that they have actively contributed to the improvements in our ranges of bikes. Our EN development programme, built on our long experience of bike design, meant closely working with our suppliers, with careful component
Moore Large sheds light on Fenix deal DERBY-BASED distributor Moore Large has added the new Fenix brand to its growing portfolio. The Fenix range, which features high-quality flashlights that can be mounted to handlebars and helmets, is already in stock and available to Moore Large’s dealer base. The new deal means that retailers will be able to get their hands on the Fenix line-up, which features cutting edge LED technology, and aircraft grade aluminium design with an extra tough anodised finish. An ML spokesperson told BikeBiz: "Moore Large are excited to add Fenix to its already strong
BIKEBIZ.COM
lighting range. Torch Lights cover the low-to-mid range, Knog offers something outside the box for the trendy commuter and Fenix now covers high-power lights. Moore Large will be the exclusive cycling distributor in the UK for Fenix.” The supplier explained that one of the key selling points behind the range is the power output to size ratio, giving out bright light up to 240 lumens despite being small and compact. Beam brightness doesn’t fade as battery power diminishes, while the optimised circuit design of the TK series flashlights regulates output to prevent over-discharge.
The T6 aircraft-grade aluminium body offers great durability, is waterproof and dustproof, as a result of a specially designed seal structure. Also featuring a heat dissipating system and boasting electrical efficiency that makes the most of limited battery power, the optic’s design enables the beam of a Fenix flashlight to cast a fine blend of far throwing light and soft illumination with a perfect combination of hot spot and floodlight. Interested dealers should contact Moore Large on 01332 274200 for more information on the new torch range.
BIKEBIZ AUGUST 7
NEWS
Accelerade seeks energetic start to UK trade Energy brand arrives in Britain following country-wide success in the USA 20 dealers already signed up
By Mark Sutton ON THE back of its success in more than 8,000 stores over in the USA, Pacific Health Laboratories has brought the Accelerade energy supplement brand to the UK. Since the brand’s arrival, 20 dealers have signed on to stock the brand’s extensive supplement range, but further bike trade specific clients are sought.
Clinical studies form the scientific foundation behind the 4:1 carbohydrate-protein ratio utilised by product-lines including the Accelerade, Accel Gel and Endurox R4. Rapid rehydration, extended endurance and a quicker recovery have been documented by testers, meaning that the product is particularly well matched to shops stocking triathalon product.
“Our goals within the UK market are to introduce the products to speciality retailers.” Chris Green, Pacific Health
Pacific Health Laboratories’ Chris Green told BikeBiz of the company’s aspirations for the UK: “Our goals within the UK market are to introduce the product line to the speciality retailers within triathlon, road cycling and mountain biking. “Dealer support is a key focus and PHLI will offer an event and athlete support programme at national and regional level to raise awareness of the benefits of
the products and drive sales into the dealers. The sales strategy is to support the dealers at every level, give the dealers a good sales margin and not compete with the dealers by selling direct to the consumers.” PHL will also bring in a further two products – Endurox and Forze GPS – the first suited to post workout recovery use and the later aimed at maintaining and building muscle mass.
Cycle Show sneak peek THIS IS the proposed view of Cycle Show’s jump arena where, for the second year, professionals from the mountain biking and BMX world will put on demonstrations to the crowds. BikeBiz has also been handed a hot tip for those retailers looking for a stock solution to handlebar or helmet mounted sports cameras. Veho has taken space at the October show, choosing to target a new market with what it describes as the world’s smallest sports camera. Despite its diminutive nature, video quality is not compromised, as the camera records to a two Mega Pixel AVI file format in 640x480 resolution. It stores the video straight to its 2GB Micro SD card (supplied) and the camera’s maximum capacity is 8GB.
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BIKEBIZ.COM
NEWS
Selectamark and Bike It tackle crime Security firm teams up with Sustrans to battle the bike thieves Hundreds sign up to Bikeregister scheme By Jonathon Harker SUSTRANS’ Bike It cycle-toschool initiative has signed up to Selectamark’s Bikeregister scheme in an effort to crack down on bike theft. Several hundred school children in the Doncaster area, where the initiative is being pioneered, have had their bikes security marked and placed on the Bikeregister database – which is now in its fifth year.
and deterrent sticker, and be registered on the scheme. Sustrans Bike It officer Jim Cole was closely involved with the project: “The introduction of Bikeregister at some of the schools in Doncaster has been an added bonus as it brings to the forefront the idea that the children should be concentrating on security. “They need to remember to lock their bikes up. Once a
“The introduction of Bikeregister in schools has brought forward the idea that children should be concentrating on bike security.” Jim Cole, Bike It The online registration scheme encourages cyclists to sign up to the site and mark their bike using a police preferred product. Police have access to the database, enabling recovered bikes to be easily linked to their owners. During Dr Bike sessions at local schools, pupils were given the chance to have their bikes marked with a unique ID code
child has had their bike marked, if it is ever lost or stolen and then recovered by police, there is a high possibility that they will get it back.” Cole added: “It's been a fantastic few months for Bike It in Doncaster, with loads of children cycling to school and full bike sheds everywhere.”
Knog backs the Exposure reveals all Bike Polo scene BIKE accessory brand Knog has revealed that it will sponsor the 2009 European Hardcourt Bike Polo Championships held in London this summer. Taking place on August 1st and 2nd at the Marlborough Playground, Union Street in SE1, the sporting event is expected to attract teams from across Europe from the burgeoning sport. Knog will be heavily marketing at the event, with a three by three metre Knog Easy-up
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product display, promotional material, voucher and ‘Knogalogue’ hand outs. The top three winning teams will receive prizes from Knog, with product giveaways to attendees. The brand is distributed exclusively in the UK by Moore Large, which told BikeBiz that the event sponsorship is a chance for Knog to “engage with its target market, promote its products, raise brand awareness and gain publicity.”
IN A WORLD exclusive first look, Exposure has handed BikeBiz information about its largely revamped winter line, which is ready for forward order now. The range, which is due to be seen at October’s Cycle Show, continues to utilise cable-free design where the light unit is fully contained with no trailing wires or separate battery pack. Exposure, last year’s BikeBiz ‘Product Innovation’ Award Winner, has brought back the acclaimed QR bracket, offering easy attachment and removal of lights from bicycles, allowing it to double as a hand torch, as well as a bike light. Smart Port Technology means rear lights can be powered from the main unit or a remote switch. Other features include multi modes, long burn times, a highquality Li-Ion battery, built-in fuel gauge and mode indicator. Six entirely new models are set to drop shortly, so dealers should look out for the top-of-the-line
addition the Toro, retailing for £275 and sitting just below the existing Maxa-D. Then in price descending order the Strada, Diablo, Spark, Flare and affordable (£40) White Eye. The Toro, which replaces last year’s Enduro light, is capable of emitting 700 lumens from a single P7 LED. Also beaming 700 lumens, the Diablo retails at £225 and emits a tighter beam than its senior. At £245, the Strada kicks out 480 lumens with twin beam lens configuration,
designed for road use. High and dip beam functions are built-in. At £100, USE’s Spark offers 220 Lumens and is Exposure’s first replaceable battery light. The Joystick-based new Spark comes with two Li-Ion CR-123 batteries, lanyard and handlebar bracket. Burn times and output are similar to the Joystick with the replaceable batteries. Interested dealers should contact USE on 01798 344477 or by email at rory@use1.co.uk or john@use1.co.uk.
BIKEBIZ AUGUST 9
NEWS
CYCLE
Boris backs the Bike Doctor
SHORTS
London Mayor cycles to Academy opening Johnson praises facility, green values and training programmes Business bags several high-value fleet repair contracts
Dorel picks up Iron Horse At a cost of $5.2 million, Dorel Industries has added Iron Horse to its leisure portfolio.
Windwave to handle FSA Gravity brand exclusively Full Speed Ahead Europe has handed Windwave exclusive distribution rights to its Gravity products. Zyro also distributes FSA and FSA Vision product in the UK.
Charge teams up with menswear designer The 2010 Plug ‘Griffin’ has been designed with input from menswear icon Jeff Griffin. There’s also a chance to win one by subscribing to Griffin’s email list at www.griffin-studio.com.
Government called on to delay rise in VAT A motion was made in Parliament during July to delay the scheduled Thursday December 31st rise back to 17.5 per cent. The Association of Cycle Traders supports the bid, stating on its website that: “The Government is yet again proving its ignorance of the retail marketplace and the impact of this timing upon retailers.”
Ison moves house As this magazine hits desks, Ison Distribution will be in progress of moving to a larger, Ely-based warehouse. The new address is 201 Lancaster Way Business Park, Ely, Cambs, CB6 3NX.
ACT phone number change The Association of Cycle Traders has new telephone and fax numbers. These are 0845 618 7256 and 0845 618 7257 respectively.
For breaking news visit:
www.bikebiz.com 10 BIKEBIZ AUGUST
Sean Lally (second left) and the London Mayor at the launch By Mark Sutton THE BIKE Doctor Academy was declared open for business by London’s cycle-mad mayor Boris Johnson during July. Run by Sean Lally, the business began and still partially operates as a mobile cycle repair business. However, with the opening of the Islington Academy, Lally has hired a number of experienced cycle mechanics, who will be based in the 2,500 sq foot, state-of-the-art workshop, training students in every aspect of cycle mechanics and developing the skills necessary to enter the cycle industry. At the launch Johnson commented: “It is fantastic to come here and witness the birth of the Bike Doctor Academy, which will help to provide London with a home-grown generation of cycling specialists, capable of responding to the cycle boom that is currently underway. “It is essential that London adapts to changing economic trends. Initiatives like the Bike Doctor Academy exemplify that, and will, I hope, prove community and entrepreneurial spirit can come together to set up a lasting skills and environmental legacy.” During BikeBiz’s visit, Lally talked optimistically about his
aspirations for the business: “We’ve had a fantastic response to date and our early courses are booked out until September. Our courses are open to trade members and the public, so with any luck a portion of our students
The firm’s strategy director and investor Howard Barrett praised the large number of brands that have been quick to back the facility, apparently recognising the need for further training facilities in this country.
“We’ve had a fantastic response and our early courses are booked out until September. With any luck we’ll redress the shortage of mechanics.”
will go on to redress the shortage of cycle mechanics available. Going forward into 2010 we’re looking to introduce various advanced wheelbuilding courses, as well as a module on e-bikes.”
“As bike product becomes more sophisticated we want our courses to be at the cutting edge and go above and beyond the ‘pass’ level with our teaching. That’s why it’s great to have such widespread
support. It’s a testimony to Sean and Julia’s hard work in making this Academy a reality.” The repair aspect of the business has plenty to shout about too. The firm has bagged ‘fleet repair’ contracts with the likes of Aviva, several councils, the GLA and the Houses of Parliament among other city businesses. “Companies are waking up to the fact that people want to cycle to work,” added Lally. “At a cost of £300 per day, one of our fully trained mechanics will cycle to a customer and do a full day’s work on as many bikes as possible. Many are happy to keep their employees’ bikes in tip-top shape as they recognise people get to work on time when they cycle.” The car-free ethical policy is something the Bike Doctor takes very seriously. “I’m fairly sure that last year we were the only company to take everything, including our stand, to the Cycle Show by bike. We’re pretty militant in our transport choice, even our strategy director sold his car! We’ll be at Cycle Show again this October, so trade and consumers alike can come and discuss our courses.” For those interested in enrolling, sign up either online at www.the-bike-doctor.co.uk or by phone at 07726 921002.
BIKEBIZ.COM
NEWS ANALYSIS
35 per cent decline in UK bicycle imports Bike shortages not necessarily down to demand Thailand exports nosedive 70 per cent since 2008 Sri Lanka appears to be growing its bike exports to the UK, but could it soon compete with Thailand as a favoured industry source?
By Mark Sutton A WHOPPING 378,768 fewer bicycles were imported into the UK in the first five months of 2009 when compared to the same period last year. The drop, which equates to a 34.5 per cent decrease, is blamed on the fastest currency value dip since 1931. On the back of the pound hitting a $2.05 high prior to the recession, its value dipped to just $1.35 in January forcing suppliers to hit the brakes on the volume of bikes ordered. Hot Wheels joint director and Bicycle Association member Russell Merry commented on the figures, which are exclusively handed to BA contributors: “In my opinion, all distributors would have been forced to order cautiously when the value of the pound dived. It’s a shame that the majority of importers can’t just turn the tap back on now to address the patchy stock levels that many retailers are complaining of. Lead times have, however, now improved, meaning BIKEBIZ.COM
stock is becoming more accessible quicker than previously. Business is good all the same.” Startling declines from both Taiwan and Thailand were recorded, with 32 per cent and 70 per cent dives, respectively. Notoriously the source of lowend builds, the severe drop in bicycles exported from Thailand
manufacturers also recorded increases in exports to the UK. However, these countries figures are still dwarfed by Far East supply. Interestingly, Giant, the world’s largest bicycle manufacturer, is “not one of those to reduce imports from Taiwan,” according to UK MD and Bicycle Association member Ian Beasant.
“Lead times have improved, meaning stock should now filter through quicker than it was previously.” Russell Merry, MD at Hot Wheels signals a far lower demand for bikes on a budget. Among other notable drops, the Netherlands exported 47 per cent less bikes to the UK in the first five months of 2009, shipping only 24,834 units down from 46,815 over the same period in 2008. In contrast to this, Sri Lanka’s exports (Jan to May) to the UK increased by nearly 40 per cent, from 61,581 units to 85,212 units. Many European
East-London retailer Chris Compton told Radio 4 listeners during July that he sympathised with suppliers who were forced into cautious ordering late in 2008. He said: “Supplier buying decisions were modest around November last year as the economy looked bleak and the currency exchange had hit a low. Many suppliers are now bringing forward the 2010 model year to address shortages.”
Where does your bike stock come from? TOP FIVE EXPORT COUNTRIES TAIWAN:
2009: 224,575
2008: 333,856 Change -32.73
THAILAND:
2009: 74,069
2008: 250,458 Change -70.43
SRI LANKA:
2009: 85,212
2008: 61,581 Change +38.37
TUNISIA:
2009: 59,101
2008: 73,926 Change -20.05
BANGLADESH:
2009: 74,182
2008: 109,247 Change -32.10
OTHER NOTABLE MOVERS AND SHAKERS NETHERLANDS:
2009: 24,834
2008: 46,815 Change: -46.95
CHINA:
2009: 4,720
2008: 14,701 Change: -64.45
MALAYSIA:
2009: 3,086
2008: 26,699 Change: -88.44
(All figures show shipments from January to May)
BIKEBIZ AUGUST 11
CHAIN REACTION
Do you
compute? A modern ‘integrated e-commerce’ website can provide significant opportunities. Citrus-Lime MD Neil Mcquillan explains how well-managed online sales can add value to a business… IT ISN'T SO many years since there was a great rush for small businesses to ‘get online' and for retailers to 'sell online'. Most bike shops at least got some sort of web presence up during this time, even if it was little more than a photo of the shop, the address, opening times and perhaps a map. Retailers naturally had a fear of being left behind and there was an element of keeping up with 'Jones' Cycle shop' in the next town. And of course there was a significant amount of Government cash swilling around, from Business Links, rural subsidies, and a plethora of EU related schemes. Some, the brave, even went the whole hog and started to sell online. But not all had positive experiences. The ones I speak to tend to tell one of three stories. There are those who tried ecommerce, but stopped: Many of these retailers were left to grapple with a time-consuming and complex set of additional business processes that they felt simply didn't contribute enough to warrant continuing with, or
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even worse led to a negative impact on the existing 'bricks and mortar' business. Some hadn't considered the changes that would have to be made to the business to accommodate ecommerce and the ongoing work to update and promote it. There are also plenty of retailers who've tried ecommerce, but are struggling with it. At a trade show I met a bike retailer using a nonintegrated e-commerce site who was determined that he didn't want his online sales to grow. The reason? He simply couldn't cope with any increase in the volume of orders to process and felt that he was neglecting his existing customers. With nonintegrated sites the amount of time dealing with customers who have ordered out-of-stock items is a particular problem – added to the phone calls 'to check where my parcel is?'. Then there are those who have been successful with ecommerce. These retailers have largely moved onto more modern platforms, they now have fully integrated sites linked
with their main epos stockfile. They don't have to re-key details between three different applications and then write out the courier labels by hand. They have software that allows them
“For those who decide to try ‘clicks and mortar’ there remains a real opportunity to add a new income stream.” Neil Mcquillan to streamline the processes inside their businesses that are requirements of running a successful e-commerce site, and most importantly they have the drive and energy to succeed. Given that there are many retailers out there who have either dismissed e-commerce or who have had bad experiences with it in the past, it can be difficult for me to persuade them to at least
think about the benefits that online sales could bring to the business. What’s so different about ‘integrated e-commerce’? is a question often asked. An integrated e-commerce platform – such as that offered by Citrus-Lime – will use one stockfile for both e-commerce and epos, and will be able to keep the stock levels on your website accurate, preventing oversells. Some providers can transfer your supplier’s stockfile into your epos system, speeding up product entry no end – Citrus-Lime even has a way of getting the exact amount of stock held by your distributor displayed next to products in your epos system, and these can be displayed online too. Order processing and dispatch is much more streamlined and simple to perform. It is often possible to directly print out courier labels pre-filled with customer details. A fully integrated approach allows automated system payment processing – you can still view all the transactions prior to acceptance – without keying in data.
Many integrated systems offer a workshop module too. There has been a renewed focus recently on the issue of workshops underselling themselves – and lively discussions too. But it’s worth remembering that with an integrated system you would have accurate reporting that would tell you exactly how much revenue your workshop generated. Customer expectations are greater now too. A modern integrated e-commerce platform needs to provide retailers with the potential to update and expand their sites to incorporate new features that customers are coming to expect. Some online bike retailers - particularly those in niche markets - are building an online community around their businesses with services such as Twitter and YouTube. Of course, it's for IBDs to make up their own minds about e-commerce in relation to their businesses, but for those who do decide to go 'clicks and mortar' there remains real opportunity to add a new income stream in a channel experiencing significant and consistent growth.
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“The Tomac Snyper 140 is a trail riding achievement” MOUNTAIN BIKE ACTION MAGAZINE
The Snyper 140
a do-it-all bike that is stiff, light and breathes high performance. Designed for rough climbs and fast descents.
“ This is a five-inch-travel trail bike that likes to get as radical climbing as it does descending. The Tomac Snyper 140 is a trail riding achievement and a bike that finally delivers on the Tomac promise.” MOUNTAIN BIKE ACTION MAGAZINE
Visit the Website for Details of all our Brands! www.hotlines-uk.com Tel: 0131 319 1444
For more details please contact: [ S T R O N G P R O D U C T S ]
I
www.hotlines-uk.com
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Email: sales@hotlines-uk.com
INDUSTRY OPINIONS
“WE’VE BEEN selling bikes online since about 2001, and we shall continue to do so. Some of our brands have been heavily discounted online this year, but in most cases it’s just passing on supplier discounts. So anyone can price match them if they want, providing they bought well when they had the chance. We’ve been accused by some of ‘price shagging’ this year, but again we’re just passing on savings we’ve made. Some people always want to blame someone else for their own problems. Bottom line is, there will always be someone cheaper than you. Always. If you get stressed by them, or allow them to set your retail prices, you’re doomed! I’ve never paid attention to what other cycle retailers are doing. If they want to worry about what we’re doing that’s up to them, but it’ll never be the other way round. We do what we do, and we do it well, that’s all that matters.” STEVE BASKERVILLE, REAL CYCLES, BELFAST
share and the non-specialists do a bad job, then our business will be okay.” ALAN GOULD, THE BIKE SHOP, EAST SUSSEX “COMPETITION OPENING up on your doorstep can be worrying, although it can be a good thing and definitely keeps you on your game. Where this has happened to us in the last couple of years we have found our own business has increased. Halfords’ statement to concentrate on quality, as well as quantity, shouldn’t really change the market. They have had GT and Kona for years and its Carrera bikes have been heading in that direction for a long time now. One of the frustrating issues for us with Halfords is their Cycle To Work scheme. First off the Government tax break has been a great benefit to the cycle industry as a whole and Halfords has done a great job running their scheme and grabbing market share, but they will supply all brands at any
“I’ve never paid attention to the prices of others.We do what we do and we do it well. That’s all that matters.” Steve Baskerville, Real Cycles, Belfast
under control?
“FOCUSING on the repair aspect of the business, there’s limited competition as we’re not bogged down with the stock and sales of various types of bikes. Bikes are no longer just two wheels, some pedals and a handlebar. You have to specialise in specifics if you’re to compete nowadays. There’s a Tesco not far down the road from us, which provides our stiffest competition. But I’m not concerned, because at 40p for a puncture repair kit you really do get what you pay for. I’m happy to go down the repair route as there’s plenty of work to be had and the margins are a little higher than those of many sales.” TONY GRAYSON, LANE END CYCLES, MANCHESTER
With almost 450 retail outlets in the UK, Halfords’ recent vow to focus greater energy on top-quality bicycles will no doubt spur cycle specialists to defend their territory. Mark Sutton asks around to find out where the biggest threats to the independent are coming from…
“MY THOUGHTS are that there are people who like small shops and then there are those who like Halfords and surfing the web for purchases. One is probably never going to change that and as long as I’m getting a good
Competition
14 BIKEBIZ AUGUST
cost. This comes at a cost to IBDs taking pounds from them for very little profit. This is very disappointing and makes brand territory and protection difficult. Online is getting stronger although cut-throat pricing seems to be easing off a bit as companies realise they need margin to make money. There will always be something out there you can’t compete with, but that is business. Other than that you have to look at product availability and price point bikes being harder to find. Pricing may be an issue come Christmas, especially with kids’ bikes.” ALAN GIFFORD, CYCLES UK, “THE ONLINE stores are really starting to cause our business problems, mostly because of the extensive and diverse range that is available nowadays. The developments at Halfords are another pressure, but hopefully we will be able to keep our heads above water.” ANON INDEPENDENT
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EVENTS
UPCOMING EVENTS
SPOTLIGHT
CYCLE SHOW
Thursday October 8th – 11th Earls Court, London www.cycleshow.co.uk
September 2009 EUROBIKE 09 Wednesday September 2nd – 5th Friedrichshafen, Germany www.eurobike-exhibition.de EXPOCYCLE Thursday September 10th – 12th Montreal, Canada www.btac.org TOUR OF BRITAIN 2009 Saturday September 12th – 19th Nationwide www.tourofbritain.com
October 2009 PARIS CYCLE SHOW Friday October 2nd – 5th Paris, France mondial-deuxroues.com ROC D’AZUR Wednesday October 7th – 11th Frejus, France www.rocazur.com
09
20 AWARDS In association
R’BIKE Saturday September 12th – 15th Lyon, France www.rbike.fr FESTIBIKE 2009 Friday September 18th – 20th Las Rozas, Spain www.festibike.com EXPO BICI Saturday September 19th – 21st Padova, Italy www.expobici.it
with
BIKEBIZ AWARDS 2009 Thursday October 8th Earls Court, London www.bikebiz.com CYCLE SHOW Thursday October 8th – 11th Earls Court, London www.cycleshow.co.uk BIKE MOTION BENELUX Friday October 30th – November 2nd Utrecht, Holland www.bikemotionbenelux.nl
November 2009
INTERBIKE 2009 Wednesday September 23rd – 25th Las Vegas, USA www.interbike.com
BIKE BRNO Thursday November 5th – 8th Brno, Czech Republic www.bvv.c2/bikebrno-gb
VELOBIKE PROFESSIONAL Wednesday September 30th – October 2nd Kiev, Ukraine www.expobici.it
EICMA BICYCLE AND MOTORCYCLE SHOW Tuesday Nov 10th – 15th Milan, Italy www.eicma.it
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BIKEBIZ AUGUST15
OFF THE RADAR
Testing times Testing 700 bikes a year is no mean feat as Jamie Wilkins found out when he visited Future Publishing’s product testing facilities in Bath. But what exactly goes into producing the reviews that appear in Mountain Biking UK, Cycling Plus, What Mountain Bike, Triathlon Plus and BikeRadar.com…?
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REVIEW WRITING runs through Future like a stick of rock and there are strict controls, including a code of conduct for independence and transparency, to ensure it’s done right. From glossy gadget guide T3, to PlayStation title PSM3, to Total Film, Future’s business is built on giving readers trusted buying information. Matt Skinner, editor of What Mountain Bike, outlined what it’s all about: “We try to arm people with all the information they need to buy right. We’ve just refreshed our testing pages to really emphasise the authority and the lengths that we go to in our testing. The expertise and collective experience of our core test team amounts to over 150 years. As far as I know that’s unrivalled.” Future’s bike testing process begins with the logistics of handling 700 test bikes a year. Bikes are delivered to custombuilt storage facilities close to the publisher’s head office, which is based in Bath. Once unpacked, every bike is then built up and safety-checked in the fully-equipped workshop by professional mechanic, and
former semi-professional racer, George Ramelkamp. After testing, each bike is completely stripped here for inspection. Frame angles and alignment are measured, and everything is weighed to give readers true specifications, not just manufacturers’ claims. The test riding process takes
that the testing process is guided by the product itself. “In a nutshell, we test products for as long as we feel we need to in order to form an unbiased, wellinformed opinion with which to educate potential buyers. The best testers tend to be the riders who’ve seen bikes evolve and who still maintain a potent
“We test the products for as long as we need to in order to form an unbiased, well informed opinion with which to educate potential buyers.” Steve Worland, Technical Director months, as Cycling Plus technical editor Simon Withers explains: “Typical testing involves each machine being ridden by as many different riders as possible in situations resembling the bike’s intended usage. Touring bikes will be toured on, sportive bikes will be ridden in sportives. Sometimes Cycling Plus testers have ridden up to 1,000 miles on test bikes.” Mountain biking technical director Steve Worland explains
enthusiasm after gaining years of cycling experience.” The same approach is being used in Future’s newly-launched magazine, Triathlon Plus, with a pool of talented athletes and experienced bike testers pushing their considerable fitness to the limits on test loops and in action during races too. Future relies on a core of highly experienced testers, and as Matt Skinner explains, it takes a certain type of rider to make it
as a tester. “Saying that you like a bike is easy. Saying that you hate a bike is also easy. Saying that you personally might not be the right rider for a bike, but that someone else might be, is the difference between an amateur and a professional.” Scoring can be a thankless task – someone will always disagree – but Future goes further than any company to ensure its numbers are fair. It has recently conducted an audit of every current tester’s scores for every product and bike. Skinner says: “This allows us to see who is marking harder or softer than the average, giving us the opportunity to adjust individual testers for consistency. It also gives us average, median, high and low scores for our magazines as a whole and ensures our scores are in line with our scoring definitions.” Simon Withers says it’s important that testers do not shy away from giving poor marks to a product: “If you look at our last locks test [Cycling Plus issue 219], you’ll see products that scored one and two out of ten – quite expensive
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BRAKING NEWS: Every bike is completely stripped and the components weighed and inspected before reassembly and a final safety check.
locks that served as little more than a visual deterrent. We give low marks if we feel the products deserve it.” “Any scoring system has to be diligently policed,” adds Skinner. “If average products are scored too highly, then the exceptional ones won’t stand out.” Sports group editor-in-chief, John Stevenson, says Future’s investment in its testing infrastructure is continually growing. “We're working on a significant project to do more to support our riding-based testing by expanding our in-house lab testing so we can better quantify the things that matter in how a bike behaves on the road and the trail. However, we're never going to base our reviews solely on empirical testing,” he offers.
Future’s long-established, company-wide code of conduct on testing informs on the standards and infrastructure already outlined, but also puts strict controls on the influence of advertisers. Advertisers are never able to view, let alone influence, a review prior to publication. “100 per cent whole-heartedly they don’t have any say in what we do,” promises Matt Skinner. “There are no sweeteners and no backhanders. We regularly have incidences of advertisers threatening to pull their advertising because of a bad review, but it won’t change what we do.” And with millions of magazines sold and unique users online every month, Future takes its business of providing its readers with trusted and credible information very seriously.
MECH ADJUST: Technical director Steve Worland leads a highly experienced testing team.
Future’s testing in numbers 200,000+ 18,000 6,000 700 590 1
Total miles ridden by testers annually Highest annual mileage by individual tester Mechanical jobs performed each year by magazine staff Bikes tested in a year by the group Total years cycling experience of testing teams Kilometre of gear and brake cable fitted in a year
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TRAVEL CHECK: Suspension travel is just one of a host of specifications independently tested.
BIKEBIZ AUGUST 17
REECE INTERVIEW
Family-run distribution fun! Reece Cycles of Birmingham has one of the country’s most comprehensive product offerings. Mark Sutton talks to Jason Bonness about further growing the business, building brand names and more…
“Reece has a policy of only supplying the independent network. We’ll go to great lengths to protect our brand’s image.” Jason Bonness, Product Manager, Reece Cycles
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Give us a brief history of Reece Cycles: Reece has been a cycle wholesaler since the 1930s, starting off locally and with time, becoming a national distributor. Reece remains family-run today, although we're slightly more diverse than your standard family-owned bicycle business. What stockist opportunities are available for your various complete bike lines? Those looking to take on our ranges should make a simple call to the office and let us know what they will be seeking. From the initial contact, the local area sales manager will schedule a follow-up visit to discuss the dealer’s requirements.
Reece has a company policy to only supply bikes to the independent bike dealer network. Regarding Probike, Python and Free Agent, we try to protect the dealer’s area by not opening accounts in close proximity to one another. All accounts are dealt with on a one-to-one, personal basis. Schwinn is dealt with on a completely separate basis to our other bicycle brands. Our aim with the brand is to restore its exclusivity in the market and to protect the image of the brand. Because of this we have received lots of positive dealer interest in a relatively short space of time. Can you pick out any high or lowlights of the past year? Business has been incredible in
2009, despite the economic doom and gloom. We started 2009 with two new brands, the first being Schwinn bikes. These have been received very well and certain models like the women's Jenny sold out almost instantly. January 1st also saw Reece Cycles appointed as a national distributor for Schwalbe tyres and tubes, which is possibly the most in-demand brand of rubber at the moment. What has a brand got to do to be noticed by Reece? Our brand portfolio has certainly grown quite a lot over the last few years, because we are always watching the market and often on the look-out for new and exciting additions to
complement our existing product range. A product needs to be of good design, well made and, of course, competitively priced in order to stand a chance of selling well in the UK market. I’m currently talking to several parts and accessory brands regarding distribution possibilities, but I can’t really say any more at the moment! How can a dealer open an account with Reece? Are there any criteria to be met? The main criteria is that you are actually a store owner and not somebody operating out of the back bedroom or from a market stall. We try to avoid opening more than one bike account per town.
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REECE INTERVIEW
Parts and accessories can be two to three accounts per town, depending on catchments area. What payment methods are available? New accounts are opened on a pro-forma basis. The methods of payment accepted for new proforma accounts are credit or debit card, cheque and BACS. Existing accounts get terms, but can also pay by credit or debit card, cheque and BACS if they so wish. Is anything causing your business concern at present? The adult budget bike market, which ProBike is strong within, has seen a decline in numbers due to the supermarkets muscling into that area. I also believe the Cycle To Work scheme is partly to blame. However that has a positive side,
somewhere. I’m currently working on a few projects with local tracks to get the kids interested; tracks such as Perry Park are being rebuilt with over £500,000 being spent on ensuring it’s a top-class facility. What product are you most excited about in the coming months? October is going to be exciting, because we aim to launch the Schwinn 2010 over several road shows across the UK (venues and dates are yet to be announced). The beach cruiser range has been totally revamped, and the fixie range now covers five price points. Has anything far outperformed your expectations in the past 12 months? The general market has certainly started to shift away from
“The general market seems to have shifted away from mountain bikes and more toward hybrid, or comfort bikes. This seems to be the way forward for urban cycling in the UK.” Jason Bonness, Product Manager as sales of our mid-priced Python bikes have increased. The BMX World Champs is due to be held in Birmingham in the Olympic year – how will you get involved with this? It's early days yet as far as the event is concerned. Nothing has been put down in stone, but being the distributor of Free Agent, and having current men’s Gold on the team, Maris Strombergs, you can be sure we’ll be involved there
mountain bikes and begun to realise that the hybrid or comfort bike is the way forward for urban cycling in the UK. Schwinn Madison fixies have also proved very popular, as have the fixie wheel sets we sell separately. On junior bikes, the ProBike Wolf has been very popular in all sizes, of which 12 to 20-inch builds are available. Is Reece involved with any event sponsorship and does
the business do anything above the call of duty for cycling? We currently sponsor a sixperson Free Agent BMX race team, and supporting the Stephen Murray ‘Stay Strong’ BMX team as its frame sponsor. Locally, we recently donated a number of bikes to the Birmingham Police for their PCSOs to use on patrol in and around the city centre. How many staff do you employ and do many cycle themselves? We currently have 18 members of staff based here in Birmingham, and out of that number there are four who cycle in every day, plus myself who rides regularly after work. Our sales team consists of seven area managers at present. Going forwards, what are your aspirations for the business and for cycling in the UK? We are soon to be going live with our long awaited B2B system, which should be a welcome addition for many of our customers. As for cycling in general, it’s a great time to be involved. The part the bicycle plays in the green agenda is massive and as the Government does more to encourage city dwellers out of their cars, so its part in daily life will grow even more. There is also the fitness aspect to consider. With cycling now being a GCSE qualification in some areas, kids will hopefully begin to see that riding a bike is more fun that being sat in playing on a games console on bright summer’s day. Tel : 0121 622 0180 Web: www.reececycles.co.uk
Reece Cycles sponsors a sixperson Free Agent BMX team among other interests
A kitted-out Schwinn Madison fixed gear BIKEBIZ.COM
BIKEBIZ AUGUST 19
Official Partner Official Partner
THURSDAY OCTOBER 8th THE CYCLE SHOW, EARLS COURT Categories Independent Retailer (less than ten stores) Online Retailer High Street Chain (over ten stores) Distributor – Bikes Distributor – Parts & Accessories
Consumer Magazine Consumer Website Marketing Team Manufacturer Best Cycle Show Stand
AWARDS WILL BE PRESENTED AT A TRADE-ONLY DRINKS RECEPTION, CONTACT CARLY BAILEY FOR MORE DETAILS
For sponsorship enquiries and to find out about attending the event contact
Carly.Bailey@intentmedia.co.uk
BRAND SPOTLIGHT SARACEN
The next
Zen-eration DOESN’T TIME just fly by in this industry? The controversial decision to take on the Stanforth’s legendary, yet ailing, Saracen brand was met by both applause and constructive criticism back in December. Fast-forward to February’s IceBike show and Madison’s customers had begun to ask questions about how the brand could be turned around and by whom. Simon Wild (pictured), formerly of Raleigh, is the man tasked with the brand’s transformation, both in terms of returning the once highlyregarded status and designing and speccing the range. For the first time in Madison’s history – and testament to the investment in the brand – a sole designer, Kiera Askeroff, has been appointed to work alongside Wild. The pair have been working hard since January too, tasked with creating a range that will appeal to what Wild describes as “an emerging market of 18 to 25 year olds seeking a reliable bike for multiple purposes.” An emphasis on reliability is one of Wild’s main focuses, something immediately obvious by the far upgraded specs on the
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2010 line-up when compared to the brand just a few years back. Shimano features throughout the range (top-end Mantra model aside) as does SR Suntour forks on the low-to-mid-end bikes. Higher in the range there’s smatterings of Race Face, Quad, Continental, Rock Shox, Marzochhi and Mavic. So what’s in it for dealers? Well, on the back of criticisms this year, Madison is to clamp down on online discounting in 2010, which of course will protect dealer margins – another strong reason why retailers may be interested in this new range. The destiny of the brand is now exclusively in the hands of independent retail. For the many who jumped at the opportunity at July’s dealer previews, 2010 sign-up involved many clauses designed to protect the brand’s image, something many felt had been tarnished previously by the lower specced, often discounted models available at the larger sheds. What’s more, the price lists given to dealers at the July launch shall remain fixed until at least February 2010. Image certainly won’t concern dealers going forward though.
Announced last December, Madison’s acquisition of Saracen promised to reinvigorate the brand. The very first samples of a much-anticiapted 2010 line-up have now hit UK shores. Mark Sutton visits Madison’s distribution centre for a progress update…
“It’s all very well having bar tassles; kids love that. But we thought it better to spec practical add ons.”
With the relaunch comes plans for a wealth of promotional activity through a series of cartoon characters – under the ‘not the usual suspects’ slogan – customised and matched to a model. Then there’s the London design agency hired to jazz-out some models. Madison has also made strong moves to appoint ‘A-list’ riders to put the brand’s models through tests and races. Attention to detail has been key in developing an entirely new and unique image for the brand too. Wild tells BikeBiz: “When designing the range we paid plenty of attention to detail to ensure the designs were functional, aesthetically pleasing and as technically advanced as possible. We decided to step away from hydroformed tubing to control the wall thickness of the frames. Then there’s the brushed steel head badges on every bike all the way up to the Zen range. Personal touches of mine include careful positioning of the cable guides so legs won’t catch as you mount or dismount. And, of course, there’s the super-stylish imbedded ‘Saracen’ in each frame’s headtube.”
Kids’ bikes have had the same treatment too and Wild describes the models, which begin at £129.99, as scaled down versions of the adult bikes. The same thought has gone into design, explains Wild: “It’s all very well having bar tassles, kids love that, but we thought it better to spec the bikes with practical, attractive add-ons, such as a bar mounted water bottle holder. White seems to be the ‘in’ colour at the moment, so we’ve tailored the graphics on the junior models to suit boys or girls. The Saracen characters feature in either pink or blue. Simple.” The range is due to be unveiled to the public for the first time at October’s Cycle Show, with the trade day hosting the first viewing of the yet-to-be-seen urban 700cc models, the Myst downhill and extensive freeride range. Initial interest in the brand has been strong. However, Madison is looking to set up a geographical dealer base. Simon Wild can be contacted via email at simon.wild@madison.co.uk or via phone on 0208 385 3385. www.saracen.co.uk
BIKEBIZ AUGUST 21
MYSTERY SHOPPER
Milton Keynes
Keyne cyclist? New towns always come in for a bit of stick, but these younger urban areas often provide superior facilities and better spaces for cyclists than their unplanned, sprawling older cousins. Milton Keynes is one such new town, but how do its cycle retailers measure up when BikeBiz’s Mystery Shopper was looking for a children’s bicycle…?
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Roy Pink Cycles
Phil Corley Cycles
ROY PINK Cycles is based just a few miles outside Milton Keynes in nearby market town Newport Pagnell. Located at one end of the High Street, the shop’s eyecatching frontage included a display of bikes and, at the time of Mystery Shopper’s visit, a children’s bike too. Inside the shop, the bike display was well laid out, with some children’s models on display. A sales assistant approached me after a few moments of browsing and asked about the age and height of the child, before advising that it was preferable to give a proper bike fit. A recommended 16-inch model was not in stock, but the sales assistant said an order was being made that day. He went on to encourage a sale, saying that a specific model could be ordered in, but was reassuringly non-pushy when told that I’d prefer to shop around first. I also asked about children’s accessories and was pointed towards the shop’s wide range, including helmets with appropriate graphics and styling. The friendly staff member went on to discuss that a first bike is “all about getting them used to being on a bike,” and before I left the shop I was given a catalogue and price list. Providing friendly, knowledgeable advice, Roy Pink Cycles set the level high for service.
BASED ON an industrial estate in the Stacey Bushes area of Milton Keynes, Phil Corley Cycles was busy taking deliveries and dealing with customer enquiries when Mystery Shopper arrived. The large store had plenty of stock of high-end bicycles from a variety of genres, although next to such a large selection, those available for children was comparatively limited, with few appropriate models on display for the buying parent. The timing of the visit coincided with a busy period for the store, and staff members who were clearly busy were afforded very little opportunity to approach any customer who was spending time looking at displays. Product signage was good at the store, however, with prices clearly displayed alongside each model’s key features. Alongside sales and servicing, the specialist store also offered various finance options and a custom bike fitting service. The bustling store was clearly enjoying a high level of trade, with what appeared to be a high number of returning customers.
BIKEBIZ.COM
MYSTERY SHOPPER
Evans Cycles
Chaineys Cycles
IT’S HARD to miss the imposing Xscape activity centre in central Milton Keynes. As well as offering rock climbing and a snow slope, the centre includes a shopping centre where Evans Cycles is located. The wellstocked two level-store carries racing bikes upstairs, with many other sectors covered downstairs. Signage in-store was excellent. Price, main features and brand details were clear to see on every bike. The busy shop seemed to have plenty of passing trade and Mystery Shopper made use of a handy display unit that allows customers to browse the online site in-store – a perfect solution in a shop that is busy where the customer is waiting for a staff member to become free. Sadly, the shop only had a few children’s bicycles available, but a nearby, approachable sales assistant apologised for the lack of available stock and handed me an Evans catalogue. He also advised that I visited Evans’ online site. Despite the lack of stock on the day, the staff member was happy to answer questions, advising me that many 16-inch frames have stabilisers as standard and that the store held plenty of relevant accessories.
CHAINEYS CYCLES is based at a local shopping area outside the town centre. Chaineys’ website recommends that customers come to the store for face-to-face advice, and that advice and service proved to be of a high standard. When Mystery Shopper visited, a proactive sales assistant was quick to offer greetings and help. He explained that stock was slightly low for children’s bikes as they’d sold a lot recently, but added that more would be arriving soon. Despite those warnings there was still plenty of relevant stock on offer. The knowledgeable staff member provided advice on the likely correct sizing for the child in question and added that the child’s confidence on bikes would also be a key consideration in the size of bike to select. He added that bringing the child in would be advisable and informed me that the store stocked all the relevant accessories. Pricing was very clear, and while key features weren’t listed, it seemed unlikely that a customer could leave the premises with any unanswered questions about the bikes on offer, with proactive sales staff eager to help. This local bike shop was staffed with friendly and knowledgeable individuals.
Halfords
JJB
SET ON a retail park alongside the likes of Comet, JJB and Habitat, this Halfords store featured a dedicated cycle mezzanine level. After a few minutes of looking at the displays an assistant appeared and was happy to answer my questions. The sales assistant showed me to the relevant section and informed me that the height of the child was a key consideration for selecting the right bike. The range I was shown was priced in the £90 to £100 mark and I was told that while stabilisers weren’t fitted as standard, they could be easily added by the store in time for when the bike was picked up. The sales assistant went on to recommend that I visited the online store, where there was a larger selection of children’s bikes. I was also informed about Halfords’ ‘Reserve and Collect’ online system. But despite being led to look at the website, the sales assistant also emphasised that they’d be more than happy for me to make the purchase in-store, where they could also measure the child in question. The sales assistant was friendly, took the time to discuss and advise while also explained some of the store’s services.
A FEW metres away from Halfords, JJB occupies space on the same retail park as its rival. Several bikes were displayed outside the entrance, presumably placed in the key location to remind customers that they also stocked bikes, as well as its nearby rival. And like Halfords, JJB’s bike offering is also located on a mezzanine level, though here bicycles have to compete for space with gym and sports equipment, from golf clubs to treadmills. The store had a fair selection of bikes on offer, including 16 and 20-inch frames with super-low prices from £70 to £100. Pricing was clearly marked, but while features were commendably listed, they were located on the back of the ticket, so you had to awkwardly wrestle with each price tag to read those features. The selection of accessories was slim, but the store does provide a bike service offering. Unfortunately no staff were present on the mezzanine level during the time of the visit and Mystery Shopper left the store without being approached by a sales assistant despite browsing the stock for a substantial amount of time.
BIKEBIZ.COM
Summary IN THE main, Milton Keynes’ bicycle retailers provided a good, and in some cases excellent, level of service. The key high achieving stores were happy to dedicate their time to customers even where stock was scarce and a sale was unlikely to be made there and then – surely a key factor in encouraging potential customers to return. The service, or lack of, from JJB couldn’t compete with local independent dealers – or with national rival Halfords. But overall most of the stores visited by Mystery Shopper provided at least a good level of service. Two dealers in particular – Chaineys and Roy Pink – provided excellent service, while the MK branch of Halfords also gave great customer focus.
BIKEBIZ AUGUST 23
BIKE HUB
Levy fund rewards age, beauty and hard graft IN JULY, the Bike Hub levy fund committee chose to split the New Ideas Fund between three localised projects which have the potential to be scaled out nationally. The committee members who had to decide between 25 strong bids were chair Phillip Darnton; IBDs Chris Compton and Andy Shrimpton; the ACT’s Mark Brown; Mark Bickerton of Cyclemotion; Ian Beasant, general manager of Giant; John Moore of Moore Large; and Carlton Reid, executive editor of BikeBiz. There had been applications from Cyclenation (formerly known as the Cycle Campaign Network), Sustrans, Cycling Scotland, and a number of secondary schools and colleges. Bidders had to be not-forprofit schemes and could come from anywhere in the UK. “The calibre of applications was first class,” said Phillip Darnton. “It was very tough for us to come up with a shortlist and then decide on a winner. In the end, we chose three applications, all very different to the youth-focused emphasis of the very successful Bike It scheme, which Bike Hub paid to
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get off the ground and now has 45 cycling-to-school officers across the UK. “We only had £100,000 to offer and much as we’d have liked to back all of the projects we saw, we had to pick the best of the best.” The winning bids were Bikeboost from GetCycling of York; Age Well on Wheels, a scheme by the London Cycling Campaign; and DarloVelo of Darlington. Funding for a separate, Bike It-style scheme for Scotland came from the general Bike Hub kitty, not the New Ideas Fund. GetCycling of York is a ten year-old community interest company providing cycling programmes and events nationally. GetCycling’s Bikeboost is a cycling-to-work support programme serving large urban workplaces in Sheffield, Hull and Leeds. A Bikeboost officer will work with company management, workplace travel planners, health promotion professionals, local cycle dealers, adult cycle trainers, Cycle to Work scheme providers, the local media and individuals who wish to take up cycling to, or at work.
The GetCycling MD Chris Hamm said: “In particular, we wish to develop partnerships with local IBDs, to enable the local delivery of our commuter bike loan schemes.”
“Once established in a town, a critical proportion of visible cyclists will have been reached. Interest will be rekindled in bike shops.” Richard Grassick, DarloVelo Age Well on Wheels will be fulfilled by the London Cycling Campaign, but if successful, like the other backed schemes, could be rolled out across the UK. The initiative was born in 2008, with an over-60s LCC member delivering a small pilot project. Gwen Cook recognised cycling as a great solution to getting older people active, as well as being a convenient way
£100k of trade cash goes to projects to increase cycle-use levels among young women, bike-to-workers and pensioner pedallers. Carlton Reid takes a closer look at the projects...
for ‘silver cyclists’ to get about. However, older non-cyclists often lack confidence and overestimate the barriers to cycling. Her Age Well on Wheels pilot project was run in Hammersmith and Fulham and provided cycle training tuition with a focus on trainers who had experience working with an older generation. Cook said: “The project was a huge success. Over 40 per cent of participants bought bikes and now use them day-to-day. All participants reported that they felt improvements in confidence, balance, strength in their legs and co-ordination by the end of their course. “As a result of this successful project, we now have a template and this project can be expanded across London. And we hope one day to scale up the success and the experience of the pilot project, thus increasing and expanding the number of people at retirement age who cycle regularly nationwide.” DarloVelo is a Darlington project aiming to get more young women on two wheels. It was created by the Darlington Cycling Campaign, in partnership
with Darlington Media Group, and is supported by Darlington Borough Council. It aims to increase cycling levels in Darlington through promotions, virtual handholding, long-term loan of female-friendly stylish urban bikes and exchange schemes. DarloVelo co-ordinator Richard Grassick explained: “A drop in female cyclists occurs during the mid-teenage years. This coincides with the age at which girls become young women and, as far as mobility is concerned, no longer want to be seen on ‘childish’ bicycles. “The membership and hire structure of the project is designed to encourage members to hire our bikes continuously over a two-year period. We aim to get young women into the habit of everyday cycling. “Our belief is that, once established in a town with just under 100,000 inhabitants, a critical proportion of visible cyclists will have been reached. Interest will be rekindled in local bike shops. A new market will be established.” www.bikebeauty.org www.velodarlo.org
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BRAND SPOTLIGHT NORCO
North of the
border It’s been a year since Fisher picked up the Norco brand in the UK, but how has retail responded to the Canadian bikes over the past 12 months? Jonathon Harker speaks to Martin ‘Hawziee’ Hawyes to catch up with Norco… BACK IN THE swinging sixties, Bert Lewis founded a small company called Northern Cycle Industries. His Canadian-based bicycle company was committed to delivering quality products and outstanding customer service and soon became known as Norco. The business was originally run out of a garage and now has over 150 staff in three offices in Canada, 25 international distributors and a Canadian manufacturing facility, something Norco achieved while forging a reputation for cutting-edge product, quality and innovation. The brand has had something of a low profile in the UK lately, but went on to hit the headlines when Fisher picked it up in August last year. NORCO PEDIGREE So, what led the St Albans-based distributor to snap Norco up? Martin ‘Hawziee’ Hawyes explains: “At Fisher Outdoor Leisure we needed a bicycle brand for our customers that was aligned with the prestigious parts and accessories brands in our portfolio. Norco added to this prestige and its key values of going above and beyond the level of customer service in our industry was inspiring to learn about and be a part of.” Potential was also a key factor for the distributor: “The final reason was that this brand seemed to have a relatively low
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profile in the UK and that is pretty bewildering when you consider that Norco bikes outsell the big three in Canada. “It is a company that is based in the ‘mecca’ of mountain biking with a dependable proven product,” Hawziee continues. “Norco is a viable alternative to the now common brands that consumers are trying to differentiate themselves from.” Now, after almost 12 months since Fisher first reeled Norco in,
“Norco’s very loyal following has been an eyeopener for us.”
has the reality matched those expectations? Hawziee thinks so: “It’s been eye-opening. We’ve been genuinely surprised to learn of the very loyal following Norco has from previous consumers. The customer service value has nurtured whole families into the brand and owners have often told us at demo events about how happy they’ve been with the bike and its dependability.” And that reaction has led Fisher to distribute a full range of Norco bikes this year – the first time this has happened with the brand in the UK,
according to Hawziee: “There has really only been north shore, downhill, and jump rigs available and we chose to bring in leisure and commuter bikes too. “This year 40 per cent of overall sales have been made up of our flat bar road category and this is the first time these have even been available. “The all-mountain, freeride and downhill bikes have a committed programme as always, which has been successful, but for next year we have already had to considerably increase our ordering to keep up with the demand from our dealer network. On that point we seem to sign up a new dealer every couple of weeks at the moment.” And emulating Norco’s US and Canadian success on these shores is something Fisher believes is already happening, with the brand proving a category leader. Many dealers will be pleased to hear that the brand won’t be available online, to create footfall and “out of respect for dealers’ expertise and business commitments”. FRESH LINE-UP The 2009 range comprises 24 models from various riding categories including downhill, freeride, all mountain, jump bikes, BMX, cross country (comprising both full suspension and hardtail), urban commuting and comfort bikes. The urban
commuter VFR models are proving particularly popular, with butted aluminium 700c frames, rack and mudguard mounts and hydraulic disc or rim brake options. Prices in that line-up range from £329.99 to £849.99 at retail. The Fluid Lt’s – priced from £1,599.99 to £3,999.99 – have seen a marked increase in sales for the five-inch travel series, something expected to continue
for the next year at least and due an increase in range in the same time period. The Fluid 2 this year retails for £1,799.99. With category growth exceeding expectations in the urban commuter and crosscounty categories, Fisher expects further growth over the next one to two years and is focusing primarily on the four-inch and five-inch cross-country bikes in the short-term.
Branching into BMX
FOUR MODELS will make up the initial wave of Norco BMXes available. These are set to hit UK retail this October, as reported in July’s BikeBiz. Featuring a low profile progressive frame designed to maximise weight savings, a variety of top tube sizes are on offer, catering for a range of rider sizes and preferences.
Fisher will only offer completes this year and the models have been produced by the people responsible for leading BMX brands such as WeThePeople, Premium Products, Haro and Eastern, to name a few. Fisher tells BikeBiz that initial feedback for the range ahead of Christmas has been excellent.
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EUROBIKE
Euro-vision As one of the globe’s biggest cycle trade events, Eurobike provides a chance to see the latest and greatest product set to come to cycling retail. Jonathon Harker looks at the show’s increasingly impressive statistics…
Eurobike – at a glance WHEN: Wednesday September 2nd to Saturday September 5th (trade days Tuesday September 1st – Demo Day in Ratzenreid – to Friday September 4th). WHERE: Friedrichshafen, Germany – free shuttle bus service operating to Zurich and Memmingen airports, hotels, train station and the harbour. EXHIBITION SPACE: 100,000 sq m/one million sq ft over 14 halls (12 exhibition halls, a Zeppelin hangar, Hall E1) and Open-Air Grounds. EXHIBITORS: 1,000 from 42 countries, including CatEye, Campagnolo, Cervelo, Bellili, Michelin, Montana, Selle Italia, Shimano to name a few. Head
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to the site (below) for a full list of exhibitors. PRODUCT RANGES: Incorporating all types of bicycles, equipment, cycling fashion, parts and accessories, machines, tools, workshop and store equipment, literature. EUROBIKE EVENTS: Demo Day – Tuesday, September 1st Eurobike Awards – Wednesday, September 2nd Eurobike Travel Talk forum ‘Holiday on Bike’ exhibition Europe Fashion Show – daily Bike testing course E-bike testing course Eurobike party – Friday September 4th. WEBSITE: www.eurobike-show.de
ON THE shores of Lake Constance, close to the Swiss border, over 30,000 members of the bicycle trade will descend on Friedrichshafen in September. Eurobike is well established as one of the key dates in the industry’s calendar, this year running from Wednesday September 2nd to Saturday 5th, but the show organisers are ambitious. This year’s edition of Eurobike is expected to lure 1,200 journalists from 32 countries alongside over 30,000 trade attendees. Eurobike 2009 will see longer opening hours than ever too, from 8.30am to 6.30pm. Coupled with more exhibitor space – over a million square feet, or 100,000 square metres – Eurobike seems determined to be bigger and better, which is testament to the bicycle trade’s success in the face of global recession. This year Eurobike is in its third decade and what started
out as a mountain bike focused show has evolved into an allencompassing trade event, covering all sectors of the trade. Similarly, attendance and the sheer size of Eurobike has grown over the years. Back in 1991 the show attracted less than half of last year’s total of 36,800 trade
increase further: “We are quietly happy with these 25 companies in 2009 and are very interested to display more in the future.” Reisinger adds: “Eurobike is the leading bicycle trade show in the world. There should be lots of opportunities to get in touch with the industry, dealers
“Eurobike is the leading bicycle trade show in the world, with lots of opportunities to speak with the trade.” Stefan Reisinger, Eurobike visitors – which was a 7.6 per cent rise from 2007. 68 per cent of those came from outside Germany while another 18,000 consumers also attended the show. Eurobike project manager Stefan Reisinger tells BikeBiz that UK representation is growing – up from 22 exhibitors last year to 25 – with the potential to
and media from all around the world at Eurobike.” That global reach has proved compelling for the global bicycle industry. Eurobike’s reputation has been cemented by the presence of the major players, who are again all present and correct this year. Back in 2008 SRAM chose the occasion to launch its Hammerschmidt,
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EUROBIKE
while Scott, Specialized and Dahon also sang the praises of the event. SRAM even called it the firm’s most important trade show worldwide. GETTING AROUND FRIEDRICHSHAFEN This year the show organisers have addressed concerns that the event wasn’t covering all bicycling sectors by promising the show will be more representative of the whole trade than ever, gathering in all aspects of the industry. Eurobike has also vowed to make getting to and from the show easier, and greener, than before. 500 bike parking spaces will be made available at the West and East entrances of the exhibition centre. Another key development for 2009 is the arrival of bicycles for hire – for free – at key locations across Friedrichshafen, including the airport, stations and hotels. Shuttle buses will also be on hand for ecologically sound, and cheap, transport from the exhibition halls to the hotels, while further travel improvements are promised for coming years with improved road access work set for completion in 2010. Eurobike will see up to 14 halls, with east and west openair exhibition additional grounds available for the show. A new record high of 1,000 exhibitors will be housed in those halls,
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which will also expect to see the arrival of over 30,000 visitors from the trade. The show organisers promise that all corners of the bicycle world will be covered, from city bikes, trekking bikes, increasingly popular ebikes, sporty bikes and everything inbetween. Some of the show highlights include the fashion and cycling wear fashion show – held daily at 11am, 2pm and 4pm (and on Saturday at 12.30). The show will also include the fifth Eurobike Awards, honouring product that demonstrates design excellence. A trade-only knees-up is set for the Friday too but the stars of the show will naturally be the premier of 2010 products and ranges. Some of the names set to attend include Shimano Europe, SRAM, Selle Italia, Syncros, Zefal, Master Lock and Cervelo, to name a few. And some of that kit will be on hand at the third Eurobike demo day. For retailers and journalists only the demo day will be located at the Ratzenried exhibition grounds in Argenbuhl – which will be turned into a bicycle ‘mecca’ for the day, according to the show organisers. The pre-show demo day will be held on an outdoor all-terrain course where retailers, press and industry types will get to test ride city, trekking, racing and mountain bikes. So, the scene is set for a
bigger and better show. But isn’t that all a bit ambitious in this economic climate? Or is it a sign that the bicycle industry really is riding out the recession? Project manager Stefan Reisinger admits that the recession could have an impact on attendance, but claims the show’s longer opening hours will address that concern: “Attendance is difficult to predict with regards to the financial crisis and the show is running from Wednesday to Saturday for the first time. But we expect to see about the same attendance as in 2008.” WHAT THE INDUSTRY REALLY WANTS The show’s commitment to listening to the industry’s needs is key to the enduring appeal of Eurobike, says Messe director Klaus Wellmann: “The trade show concept is systematically and strictly devoted to meeting the needs of the industry.” Reisinger adds: “The entire bike scene will be on hand in Friedrichshafen. “Eurobike 2009 will not only be the showcase for new product premieres and innovations for the 2010 season, but the top meeting place for the industry worldwide.” “Eurobike is the one comprehensive international trade show at the right time, with the right show concept and located in an authentic place.”
Demonstrations are an established part of the Eurobike package
Chain of events: Attendance and exhibitor levels have grown massively at the Germany-based show
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PRESSCAMP ‘09
Pic © Ian Hylands ) From top; (clockwise ne n-o e-o on of Rosta y meetings, Sun Valle p sign, ScottPressCam ks® Blo ot 3, Clif Sh energy chews and the new Scott Genius
Pic © Ian Hylands
Schmooze-fest grabs headlines PRESSCAMP was the idea of industry veteran Lance Camisasca, former organiser of the Interbike trade show. He created it to give smaller suppliers the chance to host editors and journalists on the sort of product launch platforms only the biggest bike brands can normally afford. For journalists it would be the chance to cut down the number of launch events they'd otherwise have to attend: mid-summer is a ‘trainwreck’ of competing events, said Camisasca. In the third week of June, 20 journalists – three from Europe – descended on Sun Valley resort, Idaho. This is a posh ski resort with MTB and road trails to die for. 19 bicycle industry brands funded the three-day event. Scott USA, based in Sun Valley, invited some of the editors for a pre-PressCamp camp which,
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appropriately enough, involved some actual camping (in Nemo tents – some of them with neat inflatable tubes instead of the usual metal poles). The brands at Press Camp included BMC Racing, Cannondale, GT, Mongoose, Schwinn, and Sugoi; Delta 7 Sports, DT Swiss, Gore Bike Wear, Gore RideOn Cables, Lazer Helmets, Pedro's, Saris Cycling Group, Scott USA, and Smith Optics. Journalists attended from bicycle magazines but – critically – also from market-expanding mainstream magazines such as Wired and Outside. The editors had one-on-one condo meetings with all the manufacturers, as well as demonstration time on 2010 road bikes and MTBs. Richard Pestes, editor and publisher of Pezcycling.com, said: "In the global biz of cycling,
“When we monitor the amount of press coverage we got, we’ll know if PressCamp worked.” Lance Camisasca
The industry’s first PressCamp, held late June in Sun Valley, Idaho, took industry and editor socialising to a new, more intimate level, reports Carlton Reid...
it’s rare that media and manufacturers meet with enough time to really get to know each other – and the best place to do this is either on the bike or ‘after hours’ over a meal and a cocktail." Christopher Zigmont, CEO of Pedro’s, is an advisor to PressCamp, having previously worked with Camisasca when the two were at Mavic. "We had the luxury of a big company behind us to fly journalists on private press launches. Not many bike companies can do that anymore, hence PressCamp,” he explains. “The timing, for both manufacturer and publication, from an economic perspective, came full song in December. Everybody’s resources were stretched really thin. We were all making tough choices, to stay lean.
"If you’re a manufacturer, the first thing you cut is marketing, but that has a ripple effect. With PressCamp, we can supply 19 stories in one location, and it pays dividends for both journals and the manufacturers." Camisasca said he was very pleased with the way PressCamp worked but the acid test would be column inches: “When we monitor the amount of press coverage we got, we'll know if PressCamp worked.” He’s already planning next year’s event, probably for the same time slot and maybe the same location” "We had 19 brands represented. If we had had 23 to 25 would it have been a failure? No. We need to expand the schedule and bring in a few more brands, but there’s a limit to an event like this. What made it magical, was it was very
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PRESSCAMP ‘09
intimate. I've never directed an event where I could address all 70 people involved at once. Interbike has 20,000 people involved.” Sun Valley got the thumbs up from editors and exhibitors but may not feature as the 2010 location, claims Camisisca: "I would like to come back here. The riding’s epic, the scenery’s beautiful, the resort was very accommodating. What might be right for this event is to move it to different places, to keep it fresh. "What we do know is that we got the date right. The third week of June works extremely well. July is a train wreck with so many events. In August it’s very
difficult to get all the print materials available for the trade shows." Editors and exhibitors have told Camisisca that the event pushed all of their buttons: “We had very positive feedback from both sides. Lots of editors came up and said they appreciated the opportunity; it helped their ability to work
through this tough economy. Lots of magazines are struggling with their budgets. It's timeeffective to see 19 brands all in one place. Manufacturers realise going out to see media outlets one-on-one is tough. "PressCamp felt like a family. It was about building relationships, not just showing product."
Smith Optics' Chopper
“Lots of editors said that it helped their ability to work through this tough economy. It’s time effective to see 19 brands all in one place.” Lance Camisasca
PRESS CAMP ‘09 HIGHLIGHTS
Pedro’s was just one of the suppliers demo-ing new products at the debut PressCamp
Editors were given the opportunity to test 2010 models
Richard Pestes being shown Camelbak’s latest packs by Seth Beiden
GT LAUNCHED the Fury DH bike, a full-carbon rig with a Kevlar strip under the downtube to deflect dings. The 8.5-inch-travel bike weighs just under 40 lbs, and according to GT, making the monocoque frame from carbon was for the antivibration ride characteristics not just weight-shaving. Scott USA released its 2010 Genius, now with a metal three-position Traction Control lever which activates both the rear shock and the fork. Other new bikes included the Voltage freeride/slopestyle bike with 180mm rear travel and the Voltage 10 with 140160mm travel. Clif Bar introduced Quench, a new bottled 88 per cent organic electrolyte drink; and Clif Shot Bloks in new, handier packaging. Chris Randall, Clif Shot brand manager said the energy food market was doing well in the soft economy: "Chewables are
growing like crazy. Items that cost $1.29 to $1.99 are a different ball game to the bike that costs thousands of dollars or a jacket that costs $300." Belgian helmet company Lazer began making (equestrian) helmets in 1919. The Lazer Rollsys retention system is wire-activated by a one-handed thumb wheel on the top rear of the helmet. Of note, the Rollsys system fits a wide range of headsizes. The top-end Genesis comes in only two sizes, and the 02 in just one. Smith Optics - like Scott, also blessed to be based in Sun Valley – launched the new PivLock V90 sunglasses. The arms detach from the lens with 45-degree upward snap. Pedro's has updated its master tool kit. It now ships with 65 tools in a tough box. Pedro's also launched the Tulio, a multi-tool that doubles as a rear QR. Clever.
Pic © Ian Hylands
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PEOPLE AND RECRUITMENT Send your recruitment news to
mark.sutton@intentmedia.co.uk
Peterman takes on GT global position Lonsdale switches distributors as IMG takes on BMX brand Denham lands Forestry Commission role PAUL LONSDALE As part of IMG Distribution's investment in its first complete bikes brand – Mirraco – Paul Lonsdale will join the distributor as brand manager. Lonsdale formerly managed the brand at Trek, almost since the manufacturer decided to take on the brand in the UK around two years, six months ago. Of his new role Lonsdale told BikeBiz: "I started with Trek almost exactly two years ago, mid way through 2007, three months after the first bikes had hit the shops. I had a lot to learn very quickly, but since then I have looked after all sales, marketing and sponsorship responsibilities for the brand here in the UK. The move to IMG gives the brand new possibilities for growth and gives me not only
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a wealth of experience to draw from within BMX, but lots of new people to work with." Admitting that he "stumbled his way into the industry", Lonsdale started life as a professional body piercer and ran his own studio for three years from the age of 19. From there he decided to go back to college to study audio engineering. During this time Lonsdale held a part-time job at the Cycle Surgery in London in order to pay the bills and provide himself with cheaper bike components. After a while in the job, Lonsdale took a full-time assistant manager's position at the Cycle Surgery.
Mark Peterman
MARK PETERMAN Mark Peterman, long time director of GT product development, has
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PEOPLE AND RECRUITMENT
People & Recruitment is Sponsored by Halfords
been promoted to the newly created position of global brand manager and will be responsible for all aspects of development of GT Bicycles. Peterman will be available to discuss the future development of the GT brand with interested retailers and journalists at Eurobike. CARL DENHAM The Welsh Forestry Commission has appointed keen mountain biker Carl Denham to the role of mountain bike ranger. Denham is tasked with promoting Wales' renowned trail spots. His patch covers the mountain bike trails and events in Welsh Assembly woodlands across much of South-East Wales including the busy Afan Forest Park and Cwmcarn trail centres,
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where many of Wales' most high profile trails are located. During his time in the role, which he took late in June, Denham has already initiated resurfacing work on worn sections of the Skyline and Whites Level trails in Afan, with work planned to start on Afan's Penhydd trail shortly. ELAINE CURTIN Farrelly Atkinson has handed Elaine Curtin the role of commercial director of the firm. Curtin is now tasked with overseeing all of the publisher’s contract deals and is also responsible for overseeing the increasinglypopular Road.cc website. Curtin can be contacted on 01225 722898 or via email at commercial@road.cc
Carl Denham
Elaine Curtin
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RETAIL ONLY The trade’s guide to the best customer service, up-and-coming IBDs and the hottest products
RETAIL COMMENT LAST MONTH’S Tour de France has to be the most widely covered in history. Interspersed amongst headlines of Swine Flu and footballers selling for the cost of a private jet, coverage is as widespread now as during cycle racing’s first heydey. The press, however, is notorious for picking a flavour of the week and rolling with it until our eyes and ears are sore. Touch wood, cycling doesn’t seem to be one of those fads. For several years I’ve picked up the Live supplement, delivered with the Mail on Sunday. Every week there’s a bike featured among the various gadgets and technology. Never anything within reach of the average buyer, mind. Nonetheless, the read is educational at a basic level and no doubt attracts the curiosity of many non-cyclists. So, with the launch of a dedicated cycling lifestyle blog on Guardian.co.uk, surely the promotion of everyday cycling has hit another plateau? Or is there another horizon
“Coverage of all things cycling is as widespread now as it was back during cycle-racing’s first heydey.” in sight? The Evening Standard is actively campaigning for more cycle parking at London’s many stations. What’s more the campaign has political backing from London’s fluffy barnetted, cycle-friendly Mayor, so you can bet it’ll be in and out of the news pages for some time to come. Whether it be in the sports pages where two-wheelers now frequently have a dedicated section, or in the news pages, adoption of press releases and, more importantly, self generated news, has never been greater. The sustained barage of content and CTC pressure seems to be gradually prompting local authorities to plan better infrastructure and facilities for cyclists. Surely that’s got to result in more customers? Now, time for a minor rant. My ride to work is little over a mile long. On a sunny day I’ll set a steady cadence so as to draw out the time I spend on a bike. The revolution (no pun intended...) that comes with each pedal stroke is relaxing. And yet, most mornings there is a mile-long car park leading into town. To me, it’s just plain bizarre to pass stressed-out motorists fanning themselves as the sun beats down. What would be the harm in walking or cycling? Many of those in the press have chosen to play the same broken record when explaining the rise in cycling – health concerns, contribution to reducing carbon emissions, congestion, the price of fuel – and as an industry magazine we’re as guilty as any other for trumping these reasons for boosted numbers. Why, though, must we make cycling sound like a chore. My justfication for cycling is none of the above. It’s all down to the sheer enjoyment and the freedom of two wheels. And the fact I’m faster than cars... Mark.sutton@intentmedia.co.uk
IN THIS MONTH’S ISSUE DEALER PROFILE
38
Steve Baskerville of Belfast bike shop Real Cycles talks about viral marketing, the shop dog and buying carefully...
LIGHT UP YOUR LIFE
41
BikeBiz runs through a variety of lighting products at all price points and lumen counts. Stock up now in time for the dark nights.
RACK ’N’ ROLL
45
With the nation holidaying at home to save cash, bike racks are hot product. Turn to page 45 for a market run down.
IBD PROFILE
Real Cycles
‘I can’t afford it...’ Owner: Steve Baskerville Location: Belfast Telephone: 028 90 814 914
Web: www.realcycles.com Opening Times: Mon, Tue, Thu, Fri and Sat: 9.30 to 5.30 Wed: 12 to 8.00, Closed Sundays
...is Real Cycles’ owner Steve Baskerville’s favourite customer comment. Here he talks about securing those sales, the shop’s pet dog, attracting fresh faces and why the repair business has gone crazy… Has a general decline in affluence affected your store? As a shop that specialises in topend MTBs, we knew we were going to be hit hard. The first thing we did at the beginning of 2008 was branch out with a second shop that concentrated on repairs and servicing to all types and all levels of bikes (Real Cycles pretty much only works on the bikes it sells). This new business is called Bike Spanner and is going from strength to strength. We also shelved plans to re-locate Real Cycles to bigger premises; we're now considering this again for later this year or early next. Then at the end of 2008 we reduced the staffing levels by one through natural wastage. Other than that, it's been the obvious: Buy carefully, spend carefully and work very closely with our suppliers who have been great at helping us with cashflow when required. Stock wise we've stayed more or less the same, we've not tried to expand into sectors we don't understand (road) or are not known for (leisure). We've always been service, not price, focused so we didn't go down the discounting route either. I hear of many doing exceptionally well on sales at the moment, and granted some are. But a lot are
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getting sales at the expense of margin, which is a dangerous game to play. I wonder how many won't have the credit or cash to buy in the new 2010 ranges in September?
customer. In an effort to watch our expenditure we cut it for 2009, but bought it back after getting lots of complaints. I'll leave you to work out what parts of Kel appear in the ads.
How do you attract new customers to the store? Our efforts are 99.9 per cent viral. We discovered the power of the community-based website
How’s business? Being in what most would consider the luxury end of the market, we knew it was going to be a tough year. The banks’
“We buy carefully, spend carefully and work very closely with our suppliers who have been fantastic.” nearly ten years ago, when most didn't even have a website. We now own a whole host of such sites, each targeted to a certain portion of our customer base. Some of these sites have become an integral part of the scene they cater to; some are just busy, some not so. We used these sites to advertise on, for free, direct to our target audience. We couldn't afford to pay for advertising with returns like this. We also run a regular ad in one MTB mag. It features Kelli, a rather well-endowed lady
refusal to lend and people's reluctance to buy big-ticket items had an obvious impact on us, but we were prepared for it. The first quarter was okay, the first half of the second has not been so reasonable. Now things are starting to lift again and we're seeing plenty of high-end bikes out the door and lots of expensive components too. The summer is here, the new 2010 range from our key brands are looking very strong and for most the threat of unemployment is receding, so we're confident we
can show some real growth yearon-year in the second half. Do you do anything above and beyond the call of duty for cycling locally? Not as much as I used to. I still play a small role in trail advocacy here in Northern Ireland, but not much. Two shops, a wife and eight and ten year-old daughters suck up most of my spare time. How many staff do you employ and how were they trained? Two in-house trained staffers tackle everything from £300 hybrids to £5k pro-level DH rigs. Bikes are not rocket science, no matter much some try to convince you otherwise. What bikes or components have been big sellers this year? Six-inch travel trail bikes. Proper ones, not those silly sub-30lb ones that break the moment the going gets tough. Proper ones, weighing mid-30s, with proper slack angles that can be pedalled to the top and walloped down the other side without worrying if anything is going to break. The world has gone mad for Fox forks lately. Then there's telescopic seatposts and chain devices, which are all the rage at the moment too.
Done in 60 seconds… What’s the biggest fad/oneminute-wonder to hit cycling in recent years... Six-inch, sub 30lb, 'do it all' trails bikes that are 'as capable on the DH tracks as they are on long XC rides'. Yeah, right! Capable until they break. Did the people who designed and specced these bikes ever actually ride the damn things on a DH trail? Lycra or baggies? Both. Lycra in the bedroom, and also under the baggies when riding the bike. Biggest shop annoyance award goes to: Jack the shop dog (pictured above). He's only seven months old and has caused more damage and chaos in the shop than all of my customers put together. But he's as cute as anything, so he gets away with it without a telling off. Favourite customer phrase: 'I can't afford it.' It means they want it, so the hard part is done. Explaining to them how they can begin to afford it is always much easier than explaining to them why they want it.
BIKEBIZ.COM
BIKE LIGHTING
Light up the dark With the autumn settling in shortly it’s time to make a few stock decisions on which lighting equipment will best serve your margins and your customers as the dark nights arrive. Mark Sutton sheds some light on what’s available…
2pure NITERIDER returns in 2010 with its strongest line-up to date. Whether your customer is looking for a light for daily commuting or for 24-hour competition, NiteRider has a lighting system to fit any cyclists needs. As well as reworking classic NiteRider system lights such as the
Fisher Outdoors SMART is one of the world’s biggest manufacturers of cycle lights and is synonymous with innovation. Only grade A circuitry is used and, combined with the use of Japanese Nichia LEDs, Smart products achieve an optimum ratio of light intensity to power consumption. The finish and build quality of all Smart lights typically offer years of problem free usage. August sees the launch of the new
Moore Large KNOG’S popular lighting range has expanded with the addition of the ‘Skink’, a four LED easy clip-on model. The Frogs and Beetles also return. These have proved extremely popular
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Minewt.200, MiNewt.400 and MiniUSB NiteRider, 2pure will also be stocking two entirely new system lights this year. These are the Pro1200 LED and Pro600 LED. The numbers relate to the number of available lumens with the packages costing £649.99 and £499.99 at retail respectively. 2Pure: 0131 448 2884
Lunar and Polaris ranges, comprising of ten products split between two ranges. The £54.99 Lunar 25 set carries one front and three rear LEDs and emits 25 LUX up front and half watt at the rear. Runtime up front is 20 hours, while the rear stays lit for an astonishing 100 hours. The affordable Polaris Seven set has the same number of LEDs, though emits a lower seven LUX up front. Again the run time hits 100 hours per charge. Fisher Outdoors: 01727 798345
with kids who are not interested in adorning their bikes with unattractive, fixed-on lighting. The wrap around design means the Knog’s range can be chucked on easily for the ride home.
Sigma SIGMA celebrates its 25th birthday this year and is shining brighter than ever. The brand's PowerLED Black is one of Sigma's most powerful, widest scope models and can burn up to 90 LUX. Three different light levels are available to the user, ranging from a full, focused beam to a more energy conscious, yet still bright light. At the same time, the high quality, robust and splash-proof casing also makes the high power LED light very durable and allows it to be used everywhere. The power torch turns on with a double click, which at the same time prevents the sport light from being switched on by accident. Combined with the new IION rechargeable battery, the model features an extra long burn time,
Oxford Products TWO of Oxford’s biggest selling products can be purchased separately or as a combined set. One is a nine LED torch called Ultra Torch Nine. This is built with a tough, but ergonomically designed aluminium case and emits a powerful, focused beam. What’s more, the light comes complete with batteries and a mounting bracket. It looks expensive, feels expensive, but is actually good value for money at £10.99. The other is a rear LED called Tail Light. Simple, but
Lumicycle THE LED3 and LED4 are the latest products from Lumicycle – a company that has been producing high-powered cycle lights for over ten years. Lumicycle products have often been praised by the cycle press and the new 850 lumen LED3 and 1,120 lumen LED4 promise to have potential. The models are mountable to either bike or helmet, fitting all bar styles with a lamp head that swivels so riders can pinpoint the track ahead. The packages also come with completely interchangeable batteries
The lights are designed for visibility, with the frogs offering two flash functions, while the newer Skinks offer six. Frogs have a variable beam direction, with visibility up to 600
ranging from 3.5 hours in power mode, to eleven hours in economy mode. The battery indicator uses the colours green and red to give adequate warning about the battery status. Depending on requirements and the desired lighting period, the high power LED light can be operated with four standard AA batteries. A new feature is the adjustable click bracket (22 to 32 mm) which allows the light to be positioned in almost any direction. A helmet bracket is available as an additional extra. Sigma: +49 6321 9120-167
stylish and practical with three modes (constant, flashing, chasing), seven bright LEDs and a mounting bracket. This model retails for the pocket-money price of £4.99 and includes batteries. The combined sets retail for £14.99. Another of Oxford’s lighting products, which packs some power at an on-a-budget price, is the Carrier LED, a five LED rear light with a built-in reflector. It mounts onto a carrier and provides two forms of visibility in one for just £6.99. Oxford sells via a network of wholesalers and dealer margins are of a good standard. For further information go to www.oxprod.com or call the firm on 01993 862 300.
and lamp heads for additions and the peace-of-mind that customers may upgrade as technology progresses. What is claimed to be the world’s brightest LED – the CREE XRE R2 – is used backed up by top-end Sanyo and Panasonic Lithium Ion cell batteries. This awardwinning brand is now available to a select number of shops to trial. If you’re interested in trialling the brand’s product, call 0870 757 2229.
meters and 80 to 160 hours battery life. It was on the back of this light’s success that the Beetle was launched. The superbright model is available in eight different colours. Utilising a flexible, water-resistant, silicon body, while the Beetle wraps around virtually anything. Moore Large: 01332 274200
BIKEBIZ AUGUST 41
BIKE LIGHTING
Cannondale CANNONDALE has a new range of front and back lights available from September ranging in price from £9 to £35. Three front and three rear models in varying power outputs, including three LED, five LED and one Watt will be available to dealers. Each model is easily installed, requiring no tools.
Trelock AVAILABLE in the UK via Squire, Trelock’s Sport Line series starts with the LS 700 family, which was launched nearly a year ago. These deploy the state-of-the-art ‘Ecopower’ illumination technology. The LS 700 is now being followed by models which are even more space saving and lighter than the preceding models. The
Raleigh RALEIGH’S RSP range covers from pocket-money models right up to enthusiast builds. Ten models are on offer this season, including a range dubbed the Asteri. These target the enthusiast willing to spend some money, topping out at £149.99 for the Asteri 6. For that price customers take home a light capable of beaming 400 lumens from dual threewatt headlights. These super-bright lights are supported by a dual 18650 Li-ion battery
Extra UNVEILED to many curious Core attendees in January, the Fibreflare, sold either as a single or pair, is one of the most eye catching lights on the market. Resembling a glow stick, the light utilises fibre optic technology crammed into a bendable tube with multiple attachment options built on. The light is omnidirectional, meaning motorists will have trouble missing a bike equipped with the Fibreflare. Singles cost
42 BIKEBIZ AUGUST
The range also covers various mounting positions on the bicycle, as well as the option to mount on the front on a helmet. As with most models available, three modes – low, high and flashing – can be selected while on the move. 02380 391 602
LS 330 top-of-the-line model, has an important, yet uncommon, safety feature: LEDs casting light on each side of the cycle’s path. As one of the early adopters of LEDs (cheaper than previous illumination methods) in its lighting product, Trelock’s price range is easily attainable by the majority of consumers. Other reasons why the Sport Line series are ‘must haves’ at retail include the fact that the Ecopower LEDs boast a life long with up to 100,000 hours of use. The comparable figure for halogen bulbs is around 1,500 hours. Squire: 01902 308050
that provides a burn time of up to five hours. The package comes with all the brackets needed to mount to a bike or helmet and also includes a smart charger. The City Bright lights (pictured) are designed to be the ultimate long-burn LED light set, according to Raleigh. The set consists of a half-watt front light with integrated reflector and half-watt rear light supported by two super bright LED’s. With up to a 1,000 metre visibility and a burn time of up to 100 hours, Raleigh highly recommends this £29.99 model as a stock choice. Raleigh: 01773 532600
£26.99, while a pair comes at £56.99. Topeak product is also available via Extra and the latest addition to the range – the Whitelight HP 2W (pictured) – is one of the brand's most intense burners, but at no sacrifice to its longevity. A superbright two watt LED provides 11 Lux illumination at ten metres. The machined aluminium housing is watertight and finned for efficient cooling. The stem-mounted Li-Ion rechargeable battery features an onboard RISC processor for 5.5 hours of run time with 40 minutes of reserve at one watt. Extra: 01933 672170
Exposure (USE) EXPOSURE had so much going on that we simply couldn’t fit it all here, so flick to page nine for a full rundown of the brand’s 2010 line-up. The range is scheduled to be launched at the Bontrager 24 to 12 race in Plymouth late in July. Attendees to London’s Cycle Show this October will also be able to view the range just as supply begins to hit stores nationwide.
Zyro DESPITE having only one LED, the Telsa has an incredible output of 700 lumens thanks to Lupine’s hexagon reflector. This specifically designed reflector has made it possible to tune the beam pattern to provide an excellent light output which is ideal for a range of uses from road riding to singletrack. At only 320g, the Tesla also makes a great helmet light. For the coming
Hope NEW from Hope this season, the Adventure light pushes 240 lumens out of a single high-powered LED when on max power mode. This level of output is typical of lights containing more LEDs, much bigger batteries and sold at far greater cost. Made in Hope's Barnoldswick factory, the light is CNC machined and mountable to handlebars, helmets and also comes with a head harness. Customers can expect to get an average of three hours run time on max power from a typical rechargeable battery. The light has a simple on/off and mode altering switch on the top.
Madison BLACKBURN’S Flea lights claim to hold the crown for the lightest, brightest rechargeable cycling lights in the world. They charge in a unique way by ‘sucking’ power from other battery sources (hence the name ‘flea’). They are available as a front and rear combo pack (£44.99) or singularly as front and rear options (£24.99 each). Look out for more colours and a new USB rechargeable option for 2010. Also available via Madison, the new Light and Motion flagship model – the Seca
As last year’s BikeBiz ‘product innovation’ award winner, the firm had a lot to accomplish ahead of this season’s launch and it appears to have done just that. Dealers wishing to get full details of the range and to become a stockist by forecast ordering Exposure Lights for this winter should get in touch with Rory Hitchens or John Cookson at USE on 01798 344477
winter season there will be a choice of two Tesla models. The Tesla 4 will have a run time on full beam of two hours 45min whilst the Tesla 5 will run on high beam for three hours and also benefits from a programmable switch. Both models benefit from high performance chargers, which enable the lights to be charged within five hours. Brand new for this lighting season you will also be able to personalise the lights with coloured anodized front caps. Zyro: 01845 521700
Alternatively from Hope, the Vision lighting range returns and is squarely aimed at the enthusiast market. Top-ofthe-line Vision 4 emits a whopping 960 lumens from four LEDs and can burn at maximum power for two hours and 15 minutes, or for a much longer 35 hours plus on a standard setting. Hope: 01282 851200
900 – confesses to costing a fair bit, but also emits a heck of a lot of light. The Seca 900 Ultra is favoured among enduro racers for its long burn time. 900 lumens is pumped out of the six-LED head unit for 3.5 hours on maximum setting, while the whole system weighs in at a featherweight 686g. Output, however, isn’t everything. The quality of the light and where it’s put on the trail are just as important. Light and Motion has this covered – its custom engineered reflector provides an optimised beam pattern, which gives a broad coverage and long line-of-sight; not just more light, but light where you want it. Madison: 0208 385 3385
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BIKEBIZ AUGUST 43
easyfix Genius
Comfort Bike Carriers for every need!
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Mercur System
ack Rack-P g Tourin
Apollo
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Athlete Child Seat
Master
Wildoo Limited Telephone: 01908 374555 Fax: 08701 991614 Email: info@wildoo.co.uk www.wildoo.co.uk
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Rack-Pac Mini
BIKE RACKS
Rack
‘em up For cyclists heading on holidays, taking part in races and activities across the country or just looking for a more picturesque setting for a spot of cycling, bike racks are an essential accessory. Jonathon Harker takes a look at some of the latest available to the trade…
Pletscher SWISS manufacturer Pletscher’s carriers are constructed around a one-piece diecast aluminium deck. According to the firm, this manufacturing process is far stronger than bent and welded aluminium rods used by many other manufacturers. Integrated into the carrier deck is the ‘Easy-Fix System’, a three-point ‘easy on – easy off’ luggage mounting system. All Pletscher Easy-Fix System carriers have a maximum loading of 25kgs and
Paligap PALIGAP’S top three best-selling rack models all come with a lifetime warranty. Saris Bones 3 is No. 1 and is 100 per cent recyclable, adaptable to fit most vehicles (including those with spoilers). With an RRP of £134.99 this rack is easy-to-install, bone-solid, and even fun to look at, according to the firm. It also features a threebike capacity, non-marking resin construction and fits most mountain, road, women’s and children’s bikes. The Bones RS is a lockable boot rack
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are TUV certified to DIN EN 14872 standard while a range of Easy-Fix accessories are available, including rack packs, baskets, hard case and child seats. Pletscher told BikeBiz that Easy-Fix carriers are now considered standard equipment for many mid to high-end city bikes from top European brands. Here in the UK Easy-Fix can be found on many Pashley models. Pletscher also produces the Quick Rack System carrier designed for quick mounting to a bike. The Quick Rack System features the integrated Easy-Fix.
with some great features. Priced at £209.99 RRP, it meets bike transport needs with a strap-free system. The manufacturer’s engineers created a ‘set it and forget it’ rear rack. A pair of steelbelted bands and two ratchets is all it takes to create a stable, secure fit. The Sentinel, priced at RRP £54.99 for the two bike version, comes assembled and ready-to-go out of the box. Featuring unique bike hold-downs and firmly holding up to two bikes, it clears spoilers on most vehicles and provides coated hooks to protect cars.
Once the special cam is fitted to the mudguard eye on each rear dropout the carrier can be taken on or off in seconds. For riders with full suspension bikes Pletscher offers two carrier options, Quick Rack Suspension – reportedly the only carrier for full suspension bikes with a support so that it will not sway under loading – and Orion, a quick release seat post mounting carrier which is, according to Pletscher, the only seatpost carrier that features angle adjustment. Pletscher products are available in the UK via distributor Wildoo.
Madison MADISON carries a range of bike racks, including the Elite San Remo Universal Locking Roof Carrier, priced at £79.99. This easy-to-fit system suits almost all roof types or roof bars and is compatible with all types of Q/R ready forks. Equipped with new universal QR fastenings and an anti-theft locking system, the removal of the front wheel ensures a safe and solid attachment, providing a stable mount. Also up via Madison comes the Thule 591 ProRide,
at £89.99. This best-selling Thule carrier is a top-class bicycle carrier with a self-adjusting frame holder, into which the bike automatically slides, making loading easy. Boasting a light and convenient aluminium design, it can easily be fitted on either side of the car roof. It is lockable too and fits all wheel dimensions. Meanwhile, the Thule 9708 HangOn 4-Bike Towball Carrier is priced at £119.99 SRP and is a fourbike solution for those on a budget.
BIKEBIZ AUGUST 45
BIKE RACKS
Fisher Outdoor Leisure THE TWINNY Load UK Deluxe Prestige handles two bikes while providing speedy and convenient bike access. The fitting system handily clamps to any tow ball system with the natural downward movement of the rack pushing against
the ball. A built-in lock and tamper proof case provides peace of mind and the rack cleverly leaves access to the rear of the vehicle free – using a special inbuilt tilting system for easy access to both Hatchback and People Carriers. Bicycles are mounted onto the rack and held into position by the crank arms, allowing for both straight and angled cranks to be held, making it a universal bicycle fitting system. The Twinny Load UK Deluxe
Maxxraxx
Moore Large MOORE Large supplies the ETC range of front and rear carrier racks, retailing between £10.99 and £25.99. All of the ETC Grandtour car racks are approved to TUV safety standards and come fully assembled with no tools required. The range includes the Grand Tour three-bike which features adjustable bike hold-downs and orange security straps and fits most saloons, hatchback, estates and vans with an adjustable framework to suit most vehicle shapes. The Grand Tour High Bike again handles three bikes, but is designed to carry above the number plate and lights. Also from the GT stable, the Deluxe Roof Rack transports bikes in an
Zyro AMONG Zyro’s best performing racks are the Tortecs, including the Velocity rear rack. With a slim, sleek and compact design, it is ideal for lightweight load carrying. The narrow angled design keeps panniers close to the wheel for better cornering and performance. The Velocity Hybrid rear rack is ideal for lightweight loads on hybrid and touring bikes. Fitting a maximum load of 25kg, it boasts lightweight high-strength design, TIG welded 10mm alloy tubing and stainless steel fittings.
Extra THE BEAM RACK MTX is designed for the tough world of mountain biking and is ideal for touring with fullsuspension. Its universal deck design accepts all Topeak Trunk Bags, it has a 20lb carrying capacity and a tough 6061 T6 alloy construction. The hinged seat post clamp includes an alloy release lever and an integral bungee cord and retails for the £39.99 SRP mark. Also up via Extra is the Super Tourist DX F/DISC. Specially built to
46 BIKEBIZ AUGUST
Prestige is priced at £373.99 RRP. Fisher also distributes the three-bike Hollywood F1 rack. Arriving fully assembled, and using the Hollywood patented adjustable hinge, the device features high-density durable foam pads and wide legs for super stability. At the £79.99 RRP price point, the F1 promises to be sturdy, adjustable and easy-to-use.
upright position. It includes a built-in locking cycle security knob and an adjustable gutter channel. ML also stocks a range of towbars from the ETC Grand Tour line-up. With quick, easy and safe fitting the Grand Tour Towball Fit Plate transports a maximum of three bikes.
The Apex Disc Rear Rack, meanwhile, is designed to fit on bikes with disc brakes. Adjustable width design allows neat and simple fitting around all disc brake calipers. Designed to fit 26” or 700c wheels, this is the perfect answer to the problems of fitting a rack on a disc-equipped bike, all for £36.99. Zyro’s most popular front rack is the Zéfal Raider F. It is a perfect match to the Raider Rear, comes with everything needed to fit traditional or suspension forks and is priced at £34.99. The Raider Rear Rack is also new, featuring adjustable lower fixing points, which slides to three different heights, ensuring a good fit with any size frame.
fit bikes with disc brakes, it is a super strong yet light tubular aluminium rack with integral top plate and triple stays. The integral quick rack accepts all Topeak Trunk bags and it comes with a built-in mudshield. It is priced at £36.99.
MAXXRAXX tow bar mounted cycle carriers are known for their ease of use and strength. There are two-bike and four-bike versions of the carriers and, provided the car is strong enough, even a five-bike family rack. The bikes are held on the rack safely and securely and a model is available for almost every type of car and tow bar. The firm has now added a dedicated two-bike wall storage rack to its range. The rack follows the same design principles used in their bike racks and is compact, simple to use and versatile while also being strong and durable. It doubles as a workstation as well as keeping the bikes tidy too. Individual cradles take the weight of the bikes while
Pendle PENDLE'S rack range includes the Tilting Wheel Support Rack. The three bike capacity model is already available, but a two-bike model is in production and will be available soon. The rack itself maintains the proven bike fitting system of the standard Wheel Support Rack but adds a tilting function for easy access to the boot when bikes are fitted. It is available to
the strong retaining strap, tightened by the powerful ratchet system, holds the bike conveniently and firmly for any repairs or servicing that may need to be carried out. The unit holds two bikes, retails at £50 and comes complete with a built-in security cable and padlock.
fit two Bolt (behind the ball) or Swan Neck (on the ball) tow bars. Also up from Pendle is the Fork Mount Roof Rack – the firm’s first single bike roof rack. With a solid bike fitting via the forks, with lightweight aluminium construction it will fit square or aero bars. The latest versions of the Wheel Support Racks have various improvements, including enhanced corrosion resistance via plating under paintwork and rubber seals, and tool free bike fitting.
Contacts Pletscher Via Wildoo: 01908 374555 www.wildoo.co.uk Paligap 01179 825500 www.paligapltd.co.uk Madison 0208 385 3385 www.madisonb2b.co.uk
Zyro 01845 521700 www.zyro.co.uk
MaxxRaxx 01342 841989 www.maxxraxx.co.uk
Fisher Outdoor Leisure 01727 798345 www.fisheroutdoor.co.uk
Extra 01933 672170 www.extrauk.co.uk
Moore Large 01332 274200 sales@moorelarge.co.uk
Pendle 01282 699555 www.pendle-bike.co.uk
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BIKEBIZ AUGUST 47
NEW PRODUCTS
Latest kit
An award winning bike film, the latest Castelli range and more in the BIkeBiz product round-up...
Bicycle Dreams www.bicycledreamsmovie.com 01 (310) 392-1883
Merida O.nine Merida 0117 9040139
WeThePeople 2010 Range Hot Wheels 01202 732288
STEPHEN AUERBACH'S award-winning documentary, Bicycle Dreams, is now available to trade members to stock via www.bicycledreamsmovie.com. A distributor for Auerbach's titles, of which another is currently being shot, is now sought for both the UK and Europe. The author said: ”It's a very special film – it bagged three film festival wins in the first six weeks of release. On top of those, Bicycle Dreams has been accepted into eight in all. I now plan to go on to produce further titles about the amazing world of the cyclist."
TOUTED AS the world's lightest hardtail frame, the Merida O.nine carbon was produced using computer modelling and stress testing usually reserved for the performance car trade. It has achieved a frame weight of close to 930g for the 18-inch, regular BB model. The brand has also achieved a 20 per cent stiffer construction. BB30 versions are available with a 35 per cent increase in stiffness and a frame weight of 960g. The first batch of frames will likely be in the UK in August. Based on the current exchange rate, the price is likely to be around the £1,800 mark.
WETHEPEOPLE HAS introduced two new models to its line for 2010 – the Justice and Versus. Available in two colours, matt black or matt grey, the Justice is built around a 20.4 frame with CrMo downtube and chainstays. It is made up of coloured, anodized rims and new, exclusive Salt parts such as Pitch Tyres and a Justice Pivotal Slim Seat. The Versus has a slightly longer 4130 CrMo frame, featuring an integrated headset, integrated seat clamp and a sealed Mid BB. Coloured, anodized, Salt double-wall rims are built onto a rear 25T/9T hub. It also features selected exclusive aftermarket parts.
Castelli Clothing Saddleback 01454 299965
Syncros Jungle Products 01423 780088
Cove Bikes Silverfish 01752 843882
THE MEN and women of Cervélo TestTeam are riding in a new kit this summer and the revised jersey and shorts, available via Saddleback in the UK and made by Castelli, are the same as the original black version, only with a colour reversal. So, what was black on the original kit is now white. In addition the team is debuting an updated Aero Race Jersey pattern featuring new aerodynamic construction and fabrics around the arm and shoulder. This jersey, which is set to be in strong demand, is said to save ten watts compared to standard race jerseys.
AHEAD OF Eurobike, Syncros has announced new components including the New FR and Lo Ball stem (for the Fox 40 and Rock Shox Boxxer). There are also new lighter, but equally durable AM and FL stems with a new high polish black finish, which will be seen throughout the range. The FL stem will also incorporate race-orientated flip-flop logos. In addition to the stems, Syncros will present two new seat posts for freeride and XC riders. These will be lighter than previously, but with the same strength and durability and with the new high polish black finish.
SILVERFISH HAS taken stock of Cove's latest frames, which have been given a diverse blast of colour. Limited edition colourways (metallic blue and metallic purple) of the Sanchez frame are currently in stock, however just ten of each are available in the UK – at £379. The main 4130 steel dirt jump frames are due in now in seven colours, at £379. Cove's top-end downhill rig, the Shocker, also returns in six colours. The Fox shock equip will hit £2,095. Among other product landing, Cove's popular steel Handjob, with its teardrop downtube and Columbus tubing will be available. This frame will sell for £495.
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BIKEBIZ AUGUST 49
NUMBER CRUNCHING
Let’s get statistical… 10 The number of awards up for grabs at this year's BikeBiz Awards, held at Cycle Show 2009, Earls Court. Get your nominations in to lisa.foster@intentmedia.co.uk
172,000 The number of trips made daily by car in Amsterdam in 2006. The figure now means that more journeys are made by bicycle than car in the city. (Source: Bike Europe)
This month BikeBiz gets the latest facts and figures on what’s in store at Eurobike come September, while the Government reveals cycling in the UK is at levels not seen for 17 years. It’s industry awards time too, so let us know who you feel is deserving of recognition…
£5 million How much the Government is going to spend on improving bicycle storage at ten of London’s rail stations. (Source: DfT)
EUROBIKE BY NUMBERS 1,000 exhibitors spread over... 100,000 sq m in 14 halls and on open-air grounds 30,000 trade visitors from 69 countries expected to attend the September 2nd to 5th show 1,200 journalists from 32 countries 0: Number of hotels with space left in Friedrichshafen during Eurobike 5th instalment of the Eurobike Awards 8.30 am to 6.30 pm: the revised opening hours for 2009
30.4˚C The temperature recorded last month by the Met Office at St James Park, London – a level not seen since July ‘06. (Source: MET office)
17 years Government figures revealed that the number of cyclists on Britain’s roads is at its highest in 17 years – happily coinciding with a drop in cyclist injuries to 115 – its second lowest level ever. (Source: CTC)
1 million The number of trips made annually by bicycle in Exeter – a rise of 37 per cent since Cycle Exeter was launched back in 2005. The organisation, run by Devon County Council, aims to hit 1.6 million cycle trips by 2011. (Devon County Council) 50 BIKEBIZ AUGUST
14 The percentage by which online retail sales grew last year, totalling £43.8 billion in the UK. (Source: The Retail Bulletin) BIKEBIZ.COM
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BIKEBIZ AUGUST 51
FEATURES PLANNER
GREEN PROFILE: The Green Bike Company THE GREEN Bike Company is an online-only bicycle retailer site and family business created by cycle enthusiasts. Using the green moniker, the firm promotes cycling as an environmentally responsible hobby. But the Green Bike Company also advocates the social side of the pastime. With a ‘Ride, Live, Enjoy’ philosophy, the firm includes a range of services on its site, including top 10 tips on riding, buying, getting fit and transporting bikes. Secondhand The Worcester-based firm retails used as well as new bikes. The Green Bike Company uses a 26-point checklist before a bike is delivered to a customer, including previous owner verification, approximate mileage verification and a range of detailed part checks covering everything from front and rear mech, shifters and much more.
The retailer has built its own community with a forum online while also giving consumers the chance to upload their favourite routes and share them with fellow enthusiasts. The retailer also provides a guide for consumers in selecting bikes, aimed particularly at new cyclists or those returning to the pastime and sport. The guides help customers identify their needs and requirements and points them to relevant genres and bike brands. The Green Bike Company also gives consumers the chance to send over their specific requirements via a form, allowing them to source specific models. Online test ride Though the firm is online only, it does give consumers chance to
test ride bikes before they buy. The Green Bike Company offers to arrange a short test ride in the retailer’s Worcester base, to be arranged online or by phone. As the retailer offers used bikes as well as new, the firm naturally buys them too, with opportunities for customers to use bikes in good condition for part exchange or for cash. The retailer has built its own community with a forum on the site, and also offers a bike route resource, giving consumers the chance to upload their own favourite routes and share with fellow enthusiasts.
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Contact: 6 Edgar Street, Worcester WR1 2LR t: 0844 888 2008 www.thegreenbikecompany.co.uk
OCTOBER 2009 Clothing and Accessories Cycle Show (extra circulation) Editorial Deadline: Sept 4th Advertising Deadline: Sept 8th
NOVEMBER 2009 Stocking Fillers Trailers and Trailer Bikes Cycle Show Review Editorial Deadline: Oct 19th Advertising Deadline: Oct 21st
DECEMBER 2009 Core Bike Preview Tyres, Wheels and Pumps Editorial Deadline: Nov 16th Advertising Deadline: Nov 18th
JANUARY 2010 Core Bike Customisation Oils, Cleaners and Tools Editorial Deadline: TBC Advertising Deadline: TBC
FEBRUARY 2010
September 2009
IceBike Helmets Frames, Forks and Gears Core Bike Review Editorial Deadline: TBC Advertising Deadline: TBC
CHILDREN’S BIKE ACCESSORIES CYCLE SHOW PREVIEW
MARCH 2010
Editorial Deadline: August 10th 2009
Advertising Deadline: August 12th 2009
To advertise call Carly Bailey on +44 (0) 1992 535647, or email her at carly.bailey@intentmedia.co.uk For editorial contact Jonathon Harker on +44 (0) 1992 535646, or email him at jonathon.harker@intentmedia.co.uk
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Media and Magazine Analysis Electric Bikes Folding Bikes Editorial Deadline: TBC Advertising Deadline: TBC
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BIKEBIZ MARKETPLACE CONTACTS BIKES & ACCESSORIES
LIGHTING
Paligap
01179 823 673
www.paligapltd.co.uk
Wheels Manufacturing Inc.
01908 326000
www.madisonb2b.co.uk
Exposure Lights
01798 344 477
www.exposurelights.com
07789 075 818
www.in2dust.co.uk
Pendle Engineering Ltd
01282 699 555
www.pendle-bike.co.uk
Maxx Raxx Trading Ltd
0845 230 3799
www.maxxraxx.co.uk
0117 972 4730
www.argoscycles.com
07786 636771
www.the-bike-doctor.co.uk
MAINTENANCE BMX PARTS AND ACCESSORIES Seventies
0845 310 3670
Centristore www.seventies.co.uk RACKS
CLOTHING AND ACCESSORIES Buff
01707 852 244
www.buffwear.co.uk
USE Ltd
01798 344 477
www.use1.com
Bob Elliot & Co Ltd
01772 459 887
www.bob-elliot.co.uk
COMPONENTS
RESPRAYS & REPAIRS Argos
Pace Cycles Limited
01723 867919
www.pacecycles.com
The Cycle Division
0845 0508 500
www.thecycledivision.com
Abacus
0870 442 8240
www.abacusonline.net
Wildoo Ltd
08709 771 550
www.wildoo.co.uk
Citrus Lime
0845 603 9254
www.citrus-retail.com
Bottlestore
0845 602 9267
www.bottlesport.com
01730 711 140
www.montague-uk.com
EPOS
The Bike Doctor WATER BOTTLES
FOLDING BIKES Montague
TRAINING SERVICES
WEBSITE SERVICES I-Bikeshop.com
01709 511766
www.I-bikeshop.com
Simple eshop
0116 267 5145
www.simpleeshop.com
INSURANCE Cycleguard Insurance
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02476 851027
www.cycleguard.co.uk/bikebiz
BIKEBIZ AUGUST 53
BIKEBIZ MARKETPLACE BIKES AND ACCESSORIES
BMX PARTS AND ACCESSORIES
54 BIKEBIZ AUGUST
BIKES AND ACCESSORIES
CLOTHING AND ACCESSORIES
BIKEBIZ.COM
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COMPONENTS
COMPONENTS
COMPONENTS
COMPONENTS
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56 BIKEBIZ AUGUST
EPOS
EPOS
FOLDING BIKES
INSURANCE
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LIGHTING
MAINTENANCE
RACKS
RACKS
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BIKEBIZ MARKETPLACE RESPRAYS AND REPAIRS
TRAINING SERVICES
WATER BOTTLES
WATER BOTTLES
58 BIKEBIZ AUGUST
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COMPANY PROFILE THE BIKE DOCTOR Sean Lally, Director, The Bike Doctor
TEL: 07726 921002. WEB: the-bike-doctor.co.uk
How long has it taken to prepare and open the Bike Doctor Academy? At the 2008 Cycle Show we first showed the trade our repair business. We exhibited with dual purpose though. I did the rounds at the show promoting a business venture – the plan for a training academy. The response from the trade was overwhelming, with many stating that they thought it's just what the industry needed. From there, things began to take off with Howard Barrett coming on board as our strategy director. We're now in a position where we have a number of fantastic sponsors, all of which have provided us with backing in the form of tools, support and all things bike. Boris Johnson opened the academy on July 2nd and immediately Twittered: "Have just officially opened the new Bike Doctor Academy in Angel. Excellent new business. Super chaps!"
Even our strategy director Howard Barret sold his BMW to align himself with our stance. It was a proud moment. We also pay staff a fair wage. It's a shame that mechanics typically get poorly paid. We'd like to change this.
How can students sign up? It's as simple as getting in touch via email or phone. We're inviting the trade to enrol their mechanics, but we also teach youths seeking placement in the trade plus disadvantaged youths looking
for something more worthwhile than getting into trouble at an early age. Occasionally we get referrals through the London Cycling Campaign too. Our aim is to train those who enrol to above the current industry standards and students can leave with City and Guild qualifications equivalent to an NVQ Level Two. Tell us about your goals going forward? We have strong goals going into 2010. For starters, we'll introduce a Wheelbuilding course, with advanced Level Three Advanced course also due. Then there's the planned introduction of an electric bike specific module, something the manufacturers are increasingly interested in as they begin to invest in e-bike production. Tell us about your ethical policy and why it's important? We're quite militant against car use. Last year we were the only ones to get absolutely everything to the Cycle Show by bike. Literally, we moved our entire stand on cargo bikes. We're strong believers in changing the way people think about transport.
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What equipment and components do students have access to? Tool wise, Pedros has been incredibly generous and has decked our place out with everything a mechanic could dream of. Cyclo Tools were also extremely helpful in providing the more technical tools, meaning we really can teach in-depth topics. Meanwhile, we had to have the best of the best elsewhere, so there are a few Park Tool bits and bobs around such as the brand's popular truing jig. We've been blessed with a number of sponsorship arrangements from the likes of Fisher Outdoor, Brompton, Specialized, Trek and many others. I have to give a special ‘thank you’ to Hope who really thought outside the box and have provided a number of cut-out shells of their components, which are great for demonstrating how to solve technical problems.
“ I believe we were the only ones to get all of our kit, stand and props to the Cycle Show by bike. We’re strong believers in changing the way people think about transport.” Sean Lally
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BIKEBIZ AUGUST 59
LETTERS PAGE
BikeBiz is keen to publish your opinions, whether they’re from letters, emails or via BikeBiz.com... Mail to: Saxon House, 6A St. Andrews Street, Hertford, Hertfordshire, SG14 1JA
Email: jonathon.harker@ intentmedia.co.uk
STAR LETTER
‘Room for more than one festival’
‘Bargain’ bikes… IAN HERE from On Yer’ Bike! in sunny Middlesbrough. I’ve just been reading the letter titled ‘Underhand Tactics?’ in July’s Bikebiz and I can vouch for certain retailers’ dodgy dealings regarding bulls**t RRPs! A while ago I was a dealer for Universal. I was selling their gents’ ‘Rapid Reactors’ and so was a nearby branch of Toys R Us. Low and behold, they had a ’50 per cent off sale’ which included these models of bikes. They had them advertised as being £199.99, now reduced to £99.98! How are they going to survive after reducing these bikes by 50 per cent…? Enough of the dramatics. The amount of customers I saw with these ‘bargains’ coming into my shop where they had either bought them ready-
assembled or flat-packed, who wanted me to put them together. Anyway, this particular model I was already selling for £89.99 ready-to-ride! The look on the customers’ faces when they had realised that they had been ‘duped’! Retail chains should be penalised for this as it is just a massive con. The problem also is that most buyers are getting them flat-packed and having problems putting their ‘bargain’ together. Thus, it results in the customer saying that that brand of bike was ‘shite’ (exact female customer's words). Problem with that was how many more people had she said that to, putting other customers off that particular brand? Ian, On Yer Bike, Middlesbrough
Star Letter Whether it’s a hand-written, sent-throughthe-post letter, email or a comment made on the BikeBiz forum, the best letter of the month wins a prize from Oxford Products. This month the lucky winner will win a full range of luggage from Oxford’s latest range, complete with a quick-release fitment, yellow rain covers and 12-month warranty.
60 BIKEBIZ AUGUST
I AM alarmed by Future's claims in the July edition of BikeBiz that the new BikeRadar event is set to become the UK's only bike festival. At the last Earls Court Show, I voluntarily tramped round every trader to deliver leaflets advertising York Cycle Show 2009. We also placed paid adverts in mainstream magazines (including BikeBiz) and found just about every website which allows free event listings. I would not like our event to be driven out of existence by market saturation. Long established events such as Mildenhall and York Cycle Show offer an ethos which is
far different to the commercial razzmatazz that BikeRadar Live is creating. Yet I believe that there is room in the annual cycling calendar for us all. It just needs those with clout and cash to show some consideration to events
managed largely with volunteers. Keeping dates well apart, and reciprocal website linking will ensure that there is plenty of public choice, throughout the year. Paul Hepworth, Chair, York Cycle Show Committee
The response from Future... WE BELIEVE that with BikeRadar Live we have created a new concept for a cycling event in the UK, embracing cyclists from all different disciplines, ages and levels. But the aim behind the show is to inspire people to get out on
their bikes, whatever their interest or aim is. If other events have the same goal, then that’s great for all cyclists – to have the choice and variety to suit their tastes, as Paul points out, and also for the bike industry.
There is definitely plenty of scope for other cycle shows in the market that have the same goal to inspire people to get out there and ride. Peter Stothard, Publishing Director, Future Sports
From the Forum... Setting up a new bike store? “I am hoping to open a bike shop or take over an existing store. Can anyone give me good advice on any pitfalls I may have not foreseen?” Hinddogg “Unless you are starting with quite a big, low cost start-up budget.... get ready for trouble trouble and more trouble. You’ll need: Experience, funding, location, luck and plenty of support (from family and friends). I wish you the best of luck.” Timax
“Somebody selling a business should be willing to provide a copy of their accounts (for the last three years) albeit abridged. Use these to do some sensitivity analysis including worst/best case scenarios. And go to the Trading Standards website and find out how easy it is going to be to deal with Joe Public.” Shaun C “After three months in this industry, it is pretty good all-inall, but it has its quirks. There is a lot of competition online and
from other local shops, Halfords, supermarkets and Argos, etc. There is a big difference between being a keen cyclist, and running a shop. Once you’ve spent the third hour trying to identify and source the correct headset for a customer’s bike you’ll know what I mean – especially when you will only make 50p profit from it. Also, join the ACT, even if it is just to access their insurance deal and card processing deal.” Gear Freak
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OFF THE RECORD
OFF THE RECORD
Send your pictures to mark.sutton@intentmedia.co.uk
Sedgemoor powers into record books
Cycle trade soaps up WHILE the rest of the trade haggles with spouses for control of the remote in order to watch the Tour of Britain or the Extreme Sports channel, All Mountain Imports managing director Duncan McCann is offering a legitimate reason to tune into Emmerdale – he's going to be starring in various scenes due to be aired around the end of July. Requiring some cyclists to roll through the idyllic settings, McCann will be seen aboard his MacMahone Lionheart. He told BikeBiz: "It was really great to be on the set of a prime time soap with all the
regular actors. This will go down as one of those once in a blue moon unforgettable experiences." Meanwhile in Albert Square, long-time clumsy businessman Ian Beale and wife Jane were spotted aboard a Raleigh Tandem. Sat in the driving seat, Ian Beale dons a striking kilt, Abus 'Tweed' helmet and a grimace as he cycles past a black hole where the café he owns used to be. Does BikeBiz know a bit too much about the episode in question – well, that's because the editor tunes in several times a week, purely to catch any celebrity cycling action, of course…
AS reported in June's Off The Record, Eddie Sedgemoor set off on his Powabyke X-Byke to break the record for longest single journey on a motorized bicycle. Sedgemoor, 66, is now back from the 1,912 mile trip around the UK having hit the Southern, Northern, Eastern and Western extremes of the United Kingdom in a fund-raising attempt for the British Heart Foundation.
The record hopeful will now submit his evidence to
Guinness in order for it to confirm whether he has broken the existing record. Powabyke MD Nick Child offered: "Not only has Eddie shown that age is no barrier, he's also helped to highlight the importance of cycling and the link between gentle exercise and a healthy heart. On the X-byke, Eddie has averaged around 70 miles per day, and we're all extremely proud of his achievement."
Exeter vows to travel by bike LEADING the way alongside other cycling demonstration towns, Exeter citizens have joined forces to bring cycling to the schools and workplaces. The kids, shown cycling alongside Councillor Stuart Hughes, Devon County Council Cabinet Member for Highways and Transportation, are from St.
Leonard's school, which has more than doubled cycling in the last three years. In the background are players from the Exeter Chiefs Rugby Club, as well as staff from EDF and postmen from Royal Mail who have all made a pledge to make their
workplaces more cycle friendly and encourage people to grab their bicycles.
quote
unquote "LCC members consistently report that they choose to spend their money at shops that have nearby bike stands. Those that don't have any on offer are losing out" LCC’s Cycling Development Officer Charlie Lloyd, June 29th "There is general industry confusion about whether you 'need' CEN approval, certification, testing or whatever. I have had one Trading Standard Officer say ‘yes’. I've had plenty of people say 'no'." Brant Richards, Singletrackworld.com, June 30th
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Sponsored by the brands of Moore Large 01332 274252 parkers or cart runners, meaning extra cash for the drink cart honey or the 19th hole.” BikeRumor.com, July 16th
Brant Richards
“Offered by the Clean Air Gardening, the Golf Caddy is easy to assemble and quickly converts to a handpulled caddy. That is, if you don’t want to just ride on the course’s cart paths. It also allows you to cheap out and not tip the valet
shoulder. But even for experienced riders this is not always easy.” Cyclinginfo.co.uk blog, July 17th
"There have been various ‘firsts’ during my threeyear-old son's life – first tooth, first steps, first words – but the first time Nick cycled by himself was a real heart-in-mouth moment." James Sturcke, Guardian Bike Blog, June 30th. “Mirrors never really get pushed for cycling, but they could be more useful than bell or even helmet. Of course, you could learn the art of looking over your
“We found we did not need small shops for bikes and we have been progressively closing smaller stores as we move off the High Street
onto retail parks. We still have 45 small metropolitan stores, but if we get an opportunity to go out-oftown then we'll shut those units.” Halfords’ Chief Executive Officer David Wild talking to The Retail Bulletin, July 17th "For sure I’m going to get arsy at some riders, because, you know, I’m an asshole. But, it’s irrelevant their nationality, and irrelevant what they look like, or where they come from. Because, like I said, I’m an asshole.” Mark Cavendish, CyclingNews.com, July 15th
BIKEBIZ AUGUST 61
OFF THE RECORD
SPOKES
IN THE SADDLE
Ronaldo a role model...? ... surely not as good an example to kids as Chris Hoy, suggests Spokesman, as he also ponders Halfords’ new bike strategy... THE WEEK Chris Hoy was knighted, Ronaldo changed hands for millions – how crazy is that? Ronaldo is not the best example for the younger generation, while Chris has to be the perfect example of a top sportsman. He needs to be advertising more than a breakfast cereal so teenagers get to know who he is. What's worse, cycling is still in the back waters of sport in schools, unlike football. So many teenagers who are not that good at sport can cycle. Show me a boy who does not have a bike. The girls, well, that still needs to be worked on. HALFORDS TAKES ON SPECIALIST STORES It's amazing that Halfords has decided to go for the high-end of the market. I have to ponder why it has taken so long in the carpeted offices to come to this decision. Paul McClenaghan states: "Our approach has always been to provide good service and make sure we have the right bikes for our customers”. I can see Guy Rowland of Corridor Cycles (see BikeBiz July) and my own son in his store laughing. The days of sitting the consumer on a bike and telling them to put the heel on the pedal and the elbow on the point of the saddle with fingers outstretched to reach the bars seem to be long gone. Will they have a bike-fit in every store, required for the sale of high-end bikes? I do not wish to slate Halfords completely, just to get across that if your shop is on the ball, this move to high end, ‘no name cycles’ should have no effect on the independent cycle store. Remember, you cannot sell a bike standing behind the counter. Mystery Shopper's words in the last BikeBiz emphasised the fact that a customer will leave the store if given little or no assistance. When the consumer is going to spend in excess of £600 to £3,000 on a high-end road or full ‘downhill bike’, they will shop around. The first call will be surfing the web, then their local shops looking for a deal; it’s possible that Halfords won’t be considered at the moment. The web does not always win if the call is handled correctly by an experienced sales person, who
Halfords is targeting the high end market – but IBDs can still compete
knows the techniques to get the caller into the shop and on the shop floor to decifer exactly what the person really requires. This very often is a totally different bike to the one he has been looking at on the web. Without proper one-on-one advice, the customer may be oblivious to whether the model on the screen is suitable for the proposed use. There are still miles to go before the independent has fully trained staff, but if ever there has been an incentive, now is the time. Young school leavers with opinionated views, yet scant knowledge of product, do not make sensible staffers, particularly when dealing with the fairer sex. Among the hard-hat, steel toe, wellie boot, Brussels directives jargon, why are there still no rules against a child riding off on a bike that dad has built from a flat pack? We all know that the modern dad just does not have a clue about V-brakes and gears. At the time of writing, the Tour De France has this year given our sport good maintream coverage, with the Union Jack showing up in the top ten every day. It cannot get any better for us and with talk of a UK team in 2010 (how good would that be?) Halfords will surely have to pay for a new TV commercial for 2010. But I thought that the Bike Hut concept was over?
Production Executive: Abby Fanger Abigail.Fanger@intentmedia.co.uk
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62 BIKEBIZ AUGUST
Product Manager, Raleigh What bikes do you own? My stable consists of a Diamondback/Ashton Closure (Sam Pilgrim’s signature model), a Diamondback XTS Moto, Diamondback XSL and a Raleigh Burner Replica, used to ride to the pub.
EDITORIAL: 01992 535646 | ADVERTISING: 01992 535647 | FAX: 01992 535648 Executive Editor: Carlton Reid Carlton.Reid@intentmedia.co.uk
Mike Sanderson
Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk
Publisher/MD: Stuart Dinsey Stuart.Dinsey@intentmedia.co.uk
Can you tell us about your business background? My career in the industry started at Alex Moulton Bicycles when I was 17, where I was tasked to build wheels. From that post I went on to a degree in Computer Aided Product Design and then over the last three and a half years I've worked my way up from assistant product manager to product manager at Raleigh. Favourite bike product of the past three years? Telescopic seat posts. These are a simple solution to an old problem. Also, the Troy Lee D2 lid; they make you ten seconds quicker just by wearing one! What’s the biggest rush achievable on a bike? Hitting a take-off that’s on the boundary of your ability and riding away clean and stylish. Describe your role at Raleigh: Everything from the day-to-day management of my products (Diamondback BMX, Mountain, Mtrax and Raleigh Boy's bikes), specifications and working on new ideas for the future. I also represent my brands up and down the country at the many events Raleigh attends, and also managing two teams (Ashton/ Diamondback and Diamondback BMX) in the UK. Puncture repair or new tube? New tube.
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