BikeBiz December 2017

Dec.17

DISTRIBUTION ISSUE

®

DECEMBER 2017

ISSUE 143

ARE YOU IN?

IN-TEGRATED Bosch Powertube 500wH integrated battery

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IN-STOPPABLE New e-MTB mode

Hayley Ferguson Editor hferguson@nbmedia.com

‘A majority of respondents reported that their profits were up this year’

Carlton Reid Editor-at-Large carltonreid@mac.com Kieran Howells Staff Writer khowells@nbmedia.com Dan Bennett Designer dbennett@nbmedia.com

THE EDITOR

Warren Kelly Production Executive wkelly@nbmedia.com

Leaving 2017 on a high note

Richard Setters Sales Manager rsetters@nbmedia.com

In this issue, we’ve published the results from our first-ever survey of 20 different distribution companies. It’s indisputable that the sample group is smaller than that of many of our other industry surveys, but our respondents actually represent a large constituent of the distribution market in the UK. This data has provided our team with some valuable information that will help us make sense of the state of the cycle trade over the last year. It’s interesting that a majority of respondents reported that their profits were up this year. And, despite difficult market conditions in 2017, just four sectors showed any notable dip in sales, with only one unanimously agreed to have displayed a marked decrease – road. On the other hand, the sector showing the second-highest growth was helmets. This could be explained in one of three ways. It might be a fluke. Or, our population may be becoming more safetyconscious and risk-averse. Neither of these are unreasonable interpretations. But, this reported growth may also indicate an onslaught of dormant cyclists coming out of hibernation, dusting off their bikes, and giving the sport another go. And, if this is the case, it’s only a matter of time before they have to replace their accessories, gear, and eventually, their bikes.

James McKeown Content Director jmckeown@nbmedia.com Stuart Moody Head of Operations smoody@nbmedia.com Caroline Hicks Events Director chicks@nbmedia.com Mark Burton Managing Director mburton@nbmedia.com NewBay Subscriptions: The Emerson Building 4-8 Emerson Street London - SE1 9DU To subscribe to BikeBiz please go to bikebiz. com/subscribe. Should you have any questions please email subs@bikebiz.com FAQ’s can be found bikebiz.com/FAQs. Please note that this is a controlled circulation title and subscription criteria will be strictly adhered to.

Hayley E. Ferguson hferguson@nbmedia.com

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ISSN: 1476-1505 Copyright 2017 BikeBiz is published 12 times a year by NewBay Media Europe Ltd, The Emerson Building, 4th Floor, 4-8 Emerson Street, London SE1 9DU

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THE TEAM

The Emerson Building, 4th Floor 4-8 Emerson Street. London, SE1 9DU All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or any information storage or retrieval system without the express prior written consent of the publisher.

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Editorial: 0207 354 6018 Advertising: 0207 354 6028

Kieran Howells

Carlton Reid

Richard Setters

Warren Kelly

staff writer khowells@nbmedia.com

editor-at-large carltonreid@mac.com

sales manager rsetters@nbmedia.com

production executive wkelly@nbmedia.com

DISTRIBUTION OPPORTUNITY Your chance to be part of one of the fastest growing e-bike brands.

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12.17 ISSUE 143 THIS MONTH

23

The industry gears up for the Core Bike Show

16

Distributors reveal all in exclusive survey

The first major event of the year returns; don’t miss our interview with the organiser on what to expect for the 2018 show

20 of the UK’s distribution companies tell us about the ins and outs of the past 12 months

The distribution issue www.bikebiz.com

25

What events best serve the industry?

Is the traditional house show model dead? Kieran Howells discusses what industry events best benefit independent bike dealers

REGULARS 06 Industry opinions 31 Market analysis: smart fabrics 53 Sector guides: wheels, tyres, inner tubes; cycle footwear 43 Tricks of the Trade 74 Spokesman

@bikebiz_online

bikebiz

OPINION

Anti-dumping tariffs

A David and Goliath struggle

by David Miall, director, Amps Electric Bikes

6 | December 2017

www.bikebiz.com

OPINION

M

y biggest concern for the e-bike industry right now is the current round of what seems to be protectionism instigated by the EBMA under the guise of “anti-dumping tariffs”. One can’t help but imagine that this is simply a move to stop Chinese factories from freely importing their bikes into Europe, leaving the market open to be controlled by a few huge European bicycle producers.

Interestingly, these are many of the same brands that did Chinese-built brands cutting prices by so much. I was asked last week by a big online retailer how the Chinese not engage with e-bikes until the market was proven. have survived for the last 15 years whilst dumping their Anyone who deals with China regularly knows that e-bike production into Europe at a loss. Good question! factories do not get subsidies from their government in I have no doubt that the only effect the introduction of order to undercut European prices, and do not an anti-dumping tariff will have will be raised e-bike overproduce; in fact they are stretched to cope with the prices in the UK and all over Europe. Will this stall the orders they are currently winning. Chinese e-bike current boom? If e-bike sales fail due to overpricing by factories certainly do not “dump” product into Europe. the big European manufacturers, where will IBDs go to Subsidies are available from the Chinese government to offset the recent drop in pedal bikes sales? build new factories, especially in areas of high I can buy high-spec e-bikes more cheaply in Romania unemployment – but isn’t this is the same in any than I can in China. In all cases, we are finding prices in European country?

Europe matched with or lower than in China. Most of us Bafang, the world leader in electric bike motors, has are set to move by early next year in response to this taken up the challenge, joined by European businesses latest round of protectionism. Dealing in who do not want to see detrimental Europe is more appealing, but it feels changes going unchallenged. Anti‘If e-bike sales with like a gross injustice is taking place. dumping tariffs are an important weapon fail due to The battle we find ourselves in is a in the European protectionist’s armoury. Is David and Goliath struggle; the EBMA is a the EBMA argument based on a belief that overpricing, massively well-financed organisation.

Chinese e-bike production harms where will the There seems to be little doubt that European businesses? Maybe it can be because of connections and the proven that is has quite the opposite IBDs go to availability of huge lobbying budgets, the effect, keeping manufacturers keen on offset the anti-dumping argument will prevail. Will price and giving a choice to innovators, recent drop in the e-bike manufacturing base, much like distributors and resellers. The e-bike the pedal bike builders, simply move to business is growing at an unprecedented pedal bike countries around China? With 70 per cent rate and most of us already selling sales?’ of pedal cycle imports coming from Asia Chinese-built bikes struggle to get enough and Tunisia, one would think so. A wiser made; indeed the only overproduction I man than I commented “This is like a village cricket am aware of is in Europe not China. It seems every year match in which the umpires come from the same about now we find the big European brands dumped village as the home team. The opposing team does onto the market with prices slashed by as much as 40 not stand a chance.” per cent. IBDs have to pay the price. I don’t know of any Wisper’s new unidirectional carbon or alloy-framed eMTB range features the superb Shimano E8000 drive motor. All four Wisper eMTBs have been painstakingly designed to offer supreme handling. They use 27.5 plus with Boost 12-148 Thru Axle for stiff, strong wheels with better chain line on the outer limits, and will be available in shops by spring 2018.

www.bikebiz.com

December 2017 | 7

OPINION

The Brexit effect

The impact of political change on cycle distribution in the UK

by Rory Hitchens, marketing and senior brand manager, Upgrade Bikes

W

e are all experiencing uncertainty about how trade will be affected when we leave the EU. The ripples of the initial Brexit shockwave can still been felt one year on, with the industry more cautious to stock in than before, even with regards to established and profitable brands.

Whilst our outlook is not gloomy, it’s not super sunny either: the industry has now crested the wave in road sales created by Tour de France and Olympic success. That said, we’ve seen that our new gravel bikes category has become particularly strong, with our early-to-market Kinesis product in this sector.

And, now the industry is beginning to benefit from the establishment of the British e-bike market, with demand rising not only among commuters, but also MTB enthusiasts. We think the outlook in this category is very good for IBDs. With the strong rise in e-bike sales, often to a brand-new, reborn customer, there are great opportunities for more accessory sales.

We are firmly established in a mature market now.

After the initial reaction to necessary price increases, This is shown with the consolidation of things did settle more quickly than some of the larger businesses, namely expected. To be fair, most of these Wiggle-CRC and ZyroFisher, along with increases were applied to very stable ‘The outlook the recent investment and planned products on which pricing had been held in the e-bike expansion of the Tri-UK brand. This for a long time previously. At Upgrade, puts further emphasis on us as we were quick to implement these small category is to increase our efforts in price increases early on, so that 2017 very good for distributors providing initiatives that support and would really feel stable again, albeit at a IBDs’ promote the independent dealers, who slightly higher price than before. are an enormously important and valued The fluctuating financial exchange segment of our business. continues to be a major challenge for distributors that trade heavily in foreign currency to source their products. Upgrade has many years of experience, and, as a result, we have some built-in resilience from the last few buoyant years, which has allowed us the flexibility to reduce our own margins, ensuring that our dealers can still benefit from the margins that they need. If turbulent times ensue, more fluctuations are likely.

The Upgrade team is looking forward to our annual trade showcase at Core Bike in January. This is always a great way to spend time with our valued customers, and this year we’re introducing Challenge Handmade Tyres, along with Lauf bikes and suspension as two exciting new brands in our portfolio. Both brands are a great fit with Kinesis UK and work well to increase our emphasis on cross-selling our brands and promoting a rolling chassis approach for our dealers.

8 | December 2017

www.bikebiz.com

OPINION

What can retailers do to improve customer experience?

IBDs and distributors working together to boost sales

by Stuart Hayes, senior brand manager – Giro, ZyroFisher

A

s a distributor, we are continually looking at ways to make sure our retailers have the necessary tools to effectively sell the brands we represent.

spent the last four years developing all categories of the brand in the UK. In the past, most people would have recognised Giro as a manufacturer of high-quality helmets, but in recent years, it has diversified into footwear and clothing. Introducing these new categories has seen the brand flourish in a retail environment with incredible success.

The key to this success has been developing products that not only stand on their own, but also Bike retailers provide an indispensible service, and those complement other products across all categories. When collections are merchandised together, the brand’s that survive long into the future will be the ones that personality is expressed effectively and the impact is at add the most value to the purchasing experience. By its most powerful. Products thrive in stores with a offering expertise and creating inviting spaces, we can strong community and culture to inspire consumers and influence their surround them. Alongside good customer buying habits. Great retail is more than just service, strong in-store presence expresses a product on a peg. As consumers, we get ‘Providing a brand identity and tells the story excited when we enter a retail space that we can identify with, and we remember added value associated with it. Providing added value to the shopping experience, whether that great customer service for years to come. to the be a comprehensive fit service or a really If I enter a running store looking for a shopping good cup of coffee, increases your pair of trainers, and leave with the shoes and an additional pair of socks, I’ll likely experience chances of making a sale. That’s when making a purchase transcends the simple have been taken through a fit process that increases your act of buying what you need. With has given me the confidence I needed to accessories in categories such as helmets, take the plunge and make an additional chances of apparel and softgoods, brands purchase. A passionate retailer’s inspiring making a sale’ footwear, like Giro use complementary colour setting, paired with the added value of a stories and graphics across the entire service element, can motivate the product range. When merchandised as consumer to consider additional products collections, or with a simple colour lockup if space is at that complement a main purchase. a premium, customers are inspired to consider buying A prime example of a brand that makes this possible more. Stores don’t need a major refit to achieve this. It for the retailer is Giro. At ZyroFisher, we work directly can be small details that make all the difference. with our brands’ global product and marketing teams.

It’s our job to add value to retailers by providing tools We strive to develop compelling product ranges that to help them achieve sell-through. When we make this correspond to our market needs in the UK. I work possible for IBDs, the upsell potential is huge. personally with Giro. Alongside my colleagues, we have For more information on the complete Giro product line and for details about merchandising and training solutions, please contact your ZyroFisher account manager. www.bikebiz.com

December 2017 | 9

OPINION

Electric bicycle retail

How we can make the most of a changing market

by Peter Kimberley, managing director, Cycle Republic

O

ur industry is changing.

Across the marketplace we are witnessing continual investment from retailers enhancing in-store experiences, governments and local authorities continuing to develop new infrastructure and bike manufacturers pushing the boundaries on bike design.

The growth of electric bikes, particularly for Our cyclists want so much more, whether that is their daily mainstream cycling over the last few years, has been commute, a sportive or a hack across the downs at the astounding. As e-bikes become increasingly relevant in weekend. At every touchpoint we need to make it easy for modern cities, we are seeing people start of think them to enjoy the freedom and not the hassle of cycling. differently about the possibilities of cycling. E-bikes Something that we discuss with customers looking for allow the city commuter to travel further for longer, a new bike is the importance of a test ride. We offer free tackle those challenging hills and access test rides to allow customers to find the new routes, whilst embracing the right bike for them. As the economy is freedom of cycling. facing uncertain and challenging times we ‘Cycling is Many customers are concerned the offer customers extensive zero per cent more complexities of aftercare associated with finance plans allowing them to e-bikes. In response to this, we have manage a payment plan that best suits accessible found success reviewing our workshop them, especially helpful in today’s now than proposition to provide customers with a economic environment. ever before’ choice of a dedicated e-bike service I believe that cycling is more packages when they purchase the bike, accessible to people now than it has ever or alternatively selecting a silver been before. Those looking to start or gold e-bike service. commuting to work can enjoy a huge range of fantastic The market will continue to evolve. However, as long bike prices under the tax-free threshold, whether that’s a as we listen to our customers, whether they’re newbies lightweight hybrid, a convenient folding bike or even an or seasoned cyclists, we can embrace change and make e-bike, which is a sector that now includes a number of great models priced under £1,000. It’s clear that the cost it easy for our customers to enjoy the freedom of cycling rather than become weighed down by the hassle. of participation has dropped dramatically.

Cycle Republic is working with key city transport organisations to meet our joint goals of getting more of the nation on bikes.

10 | December 2017

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OPINION

Getting to the heart of what keeps IBDs profitable

Operating in a time of economic uncertainty

by Adam Glew, marketing, i-Ride

T

motivation from the consumer side, and an ability to deliver on this front is an absolutely critical skill that a dealer can use to build relationships.

We feel that helping the IBD network to flourish, even in these admittedly challenging economic conditions, is extremely important. We have been working on initiatives that nurture the specialist advice our IBD customers can offer consumers. Specifically, we do this through our BikeFit training programme.

Alongside this, we offer an Elite Dealer scheme, which enables us to reinforce our dealers’ offerings with enhanced margin, better carriage prices and payment terms on our range of technically advanced Brexit continues to dominate headlines with its and desirable product. We have also introduced our enduring impact on British currency and the own bike brand to market. ORRO aims, at its core, to consequent rises in retail prices. In addition, the recent make a high-quality range available to independent bike increase in interest rates – combined with the ongoing dealers. They are positioned a price point that enables change in the way people engage with retail and the dealers to compete with the direct-to-consumer high street in the modern world – is causing significant business models such as Canyon and Boardman. The turbulence in the cycle industry. portfolio is commercially designed to sit In this day and age, we feel it’s in-store, giving the dealer a wonderful, important for distributors to stress the story to attract customers. The specialist nature of the IBD community ‘Bike fitting is British bikes have been created to meet the they support. At i-Ride, we see the the a fantastic demands of UK riders. They are expert knowledge that our dealers have designed in Britain, built with quality as key to their continued evolution, and tool for IBDs components, and assembled at our ultimately their survival in this changing market. It is because of their to compete in atelier in Ditchling, in Sussex.

Especially, we feel innovation is a expertise that they are able to provide the modern significant force in driving the market. their consumers with sound advice, Our partnership with composites and ongoing service. world’ manufacturer Sigmatex demonstrates It is this specialism that is the most our commitment to modernisation, and effective tool – or weapon, if you like allows us to use technologically-advanced materials – with which IBDs are equipped in competition with such as SpreadtowCarbon and Innegra in our new mainstream and online retailers in the modern world. frames. It is our view that in this modern world, the Bike fitting is among the most valuable services that an dealer has to work harder to build relationships, but independent retailer can offer to cyclists. This, in with services such as BikeFit they have some vital tools particular, is a fantastic incentive for customers to to help. At i-Ride, we are certainly working harder than continue to visit a shop rather than make online ever to support our customers in the same way. purchases. Seeking detailed advice is a crucial

here is no doubt that a number of key developments have influenced the UK market throughout this past year, but these are not necessarily confined to the cycle market; many are affecting the UK economy as a whole.

At i-Ride, we distribute a broad range of brands to the UK market from our Sussex headquarters. Recently, we had ten of our brands represented in the Tour de France. We consider ourselves to have one of the most extensive ranges of premium, specialist products in the industry – contact us at sales@iride.co.uk.

12 | December 2017

www.bikebiz.com

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DISTRIBUTOR SURVEY

Distributor Survey 2017 We asked a group of 20 distributors about how they operated over the last year, from whether they increased the cost of imported stock to which sectors they saw fluctuate

BY WHAT PERCENTAGE HAVE YOUR PROFITS INCREASED OR DECLINED YEAR ON YEAR? Q up 50% or more – 10% Q up 30 to 50% – 10% Q Up 10 to 30% – 40% Q Barely changed – 30% Q Down 10 to 30% – 5% Q Down 50% or more – 5%

IF YOU’VE MADE CUTBACKS THIS YEAR, WHERE HAVE THEY BEEN? Q Staff numbers, pay & hours – 22.22% Q Utility – 11.11% Q Stock levels – 55.56% Q Overheads/premises move – 22.22%

16 | December 2017

IN THE PAST YEAR, WHICH SECTORS HAVE SHOWN A MARKED INCREASE/ DECREASE IN SALES AND DEMAND Of all sectors, clothing and gear, mountain bikes, helmets, and electric saw the highest increase. 28.57 per cent of all respondents reported that clothing and gear had increased, while 35.71 per cent saw an boost in mountain bike sales. Unsurprisingly, 43 per cent of respondents noted that electric bike sales were soaring, but most interestingly, 36 per cent saw helmet sales climb.

Conversely, according to some distributors, lights, (10 per cent) leisure and hybrid (10 per cent), and BMX (10 per cent) saw a dip. Optimistically, it’s worth noting that only the road category had a noteworthy response to this question, with 60 per cent of all respondents reporting a marked decrease in road bike sales to retailers.

Only four categories had no respondents report either an increase or decrease: cargo, recumbent, tandem, and touring. These specialist sectors, apparently, remained relatively stable over the last year.

www.bikebiz.com

DISTRIBUTOR SURVEY

If you’re a retailer operating in the cycle industry, and you have something to say about these results, we’d love for you to get in touch! You can contact the team on the following platforms: Twitter – @bikebizonline Facebook – www.facebook.com/bikebiz/ Email – bikebiz@intentmedia.co.uk Phone – 0207 354 6018

IN WHAT WAYS HAVE YOU WORKED TO SUPPORT IBDS OVER THE LAST YEAR?

WHAT DO YOU DO TO MINIMISE COSTS FOR THE DEALER?

“Increased investment in digital marketing to drive footfall. Flexible terms and payment to help with cashflow [...]. Demo bike offers to ensure consumers can try product. [...]

Staff training in key areas such as e-bikes”

“We ensure we are purchasing at the best cost prices in relation to required standards, from China, Vietnam, etc.

Minimising our costs to maximise dealer and corporate profits and, of course, our own = competitive advantage”

“Training seminars”

“Less about minimising costs, more about maximising margins”

“By offering the ability to sell products that the IBD doesn’t have to stock, at a lower margin, does tie up cash flow” “More dealer visits, exclusive dealer events in house, custom POS, maintaining key margins, increased B2B”

“No minimum buy in. Free carriage for orders over £150”

HOW LONG HAS YOUR RELATIONSHIP LASTED WITH THE TOP THREE BRANDS YOU REPRESENT? Q 0-5 years – 27.78% Q 5-10 years – 22.22% Q 10+ years – 50%

www.bikebiz.com

December 2017 | 17

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DISTRIBUTOR SURVEY

“It is encouraging to consider that the cycle trade may be forging ahead of other industries with regard to packaging waste”

WHAT PERCENTAGE OF PRODUCT DO YOU IMPORT FROM THE EU? Q 0-5% – 25% Q 5-10% – 15% Q 10-20% – 20% Q 20-30% – 5% Q 30-40% – 10% Q More than 40% – 25%

WHAT PERCENTAGE OF PRODUCT DO YOU IMPORT FROM OUTSIDE THE EU?

WHAT PERCENTAGE OF YOUR STOCK IS MANUFACTURED ON BRITISH SOIL?

Q 0-5% – 10%

Q 0-5% – 70%

Q 20-30% – 5%

Q 5-10% – 15%

Q 30-40% – 5%

Q 10-20% – 10%

Q more than 40% – 80%

Q More than 40% – 5%

www.bikebiz.com

December 2017 | 19

DISTRIBUTOR SURVEY

HAVE YOU HAD TO INCREASE THE COST OF YOUR IMPORTED STOCK OVER THE LAST YEAR? Q Yes – 85% Q No – 15% ARE YOU WORKING TO MINIMISE EXCESS PACKAGING? IF SO, HOW? Q No – 57.89% Q Yes – 42.11% “Utilising different packing materials”

70 per cent of our respondents’ stock is manufactured outside of the UK; it is interesting to note that a majority of this stock is imported from outside of the EU (80 per cent over 40 per cent).

The EU still is an important supplier for a quarter of the respondents, importing more than 40 per cent of their stock from member states. On the other extreme, the same number of respondents import 0-5 per cent of their goods from the union.

Even though all parties rely on imports for their stocks, only 25 per cent import a large proportion of their catalogue from the EU. It is those respondents who will likely feel the effects of Brexit most. In equal measure, 25 per cent will likely see less of an impact from Brexit due to their limited reliance on the EU.

“Our products do not suffer from excess packaging” “Our products [have been] produced with little excess for ten years plus” “Reducing overall size of packaging” “Utilising boxes and packaging from previous deliveries” “We insist on minimal plastic and the rest is 99 per cent recyclable cardboard” “We have been reducing the size of packaging where we can” “In every way we try to reduce the packaging impact” 20 | December 2017

Many distributors (57.89 per cent) reported that they are not working to minimise excess packing. At first sight, this appears to suggest that these companies are not conscious of their ecological footprints. However, based on their responses, it would appear that some of this group feels they have already optimised their product portolio to be as environmentallyfriendly as is possible. If this is indeed true, it is encouraging to consider that the cycle trade may be forging ahead of other industries in this respect. It is also worth considering that 42.11 per cent of the industry is actually making an active effort to reduce their negative environmental impact by reusing packaging, reducing packaging bulk, and utilising superior and/or recyclable packaging materials.

www.bikebiz.com

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SHOW PREVIEW

2018’s second trade event is fast approaching.

Hayley E. Ferguson talks to Keith Jepson about kicking off the year with Core Bike HOW DO YOU PICK YOUR EXHIBITORS? The leading brands are invited to exhibit. This means that, as a result, large numbers of trade visitors are determined to visit the show. While it’s true to say that the event does have limited space based on format and the use of individual conference rooms, Core is always looking at creative ways of expanding floor space. Our ethos has always been around the best products and brands in the UK market – this continues today. Quality of brand and service to the dealer are the event’s central messages. As Core also provides accommodation for both exhibitors and dealers – dealers by invite – we are also restricted by the number of rooms available at the hotel. Both the conference and accommodation rooms have been at capacity over the last five years, which is a great indicator of the show’s popularity. A number of the exhibitors have exciting brands to show for 2018 and that’s what’s great about Core: the depth and breadth of exhibitor. What’s interesting is that, with the sheer quantity and quality of the brands on show, you can identify trends before they’ve even happened, and you can see the ways that dealers respond to both the product and atmosphere at the event. Notably, CSG is joining Core for the first time in 2018, so it’s going to be really exciting to see what they bring to the table.

HOW DO YOU RECOMMEND VISITORS USE THEIR TIME AT THE SHOW? Don’t spend all your time in the bar! Jokes aside – take your time. We have a large number of rooms and exhibitors. The flow of the show can be tricky for new visitors, but we work hard on signage and communications with the dealers so all visitors know where exhibitors are. Many of the smaller syndicate rooms hold some amazing brands, so leave time to visit those rooms and the rooms that are deeper into the hotel complex.

WHICH EXHIBITORS MADE THEIR MARK LAST YEAR? It’s hard for me to pick specific brands, as we really are a Core family, working together for the benefit of the dealer and market. Hope certainly stood out with their take over of the hotel lobby in a creative and informal way. ZyroFisher made a huge impact last year, joining the show for the first time and bringing a large number of prominent brands, while Buff wrapped their room with a creative wallpaper, thinking outside the box from a use-of-space perspective. All of the exhibitors bring their A-game to the event, and I think this is reflected in the number of new and repeat visitors we have. www.bikebiz.com

WHAT PLACE WILL CORE HAVE IN THE FUTURE? HOW IS IT EVOLVING? I think the event will always have a huge place in the UK event calendar, and now with Upper Street Events joining the Core team as principal event organiser, I am confident that the event will grow even further. A large event company partnering with Core gives the event more man power from an organisational perspective and more promotional clout! Core offers something different, it’s not just a trade show, it’s a conference with hospitality, amazing products and a friendly atmosphere, where the trade hang out, do business and have access to brand managers, sales guys and brand owners.

CORE SHOW DETAILS: Location: Whittlebury Hall Conference & Training Centre, Hotel & Spa Whittlebury, Near Towcester Northamptonshire, NN12 8QH Dates: 21st-23rd January 2018 Transportation links: www.corebike.co.uk December 2017 | 23

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Q The M250 outsole is equipped with anti-slip lugs and optional toe spikes, to provide reliable traction, walking stability and a powerful pedal stroke. The simple lace up system and a large Velcro closure make it easy to use with or without gloves. Reflective detailing helps keep you visible in poor weather conditions.

Q Each shoe in the FLR production is required to meet the highest quality and performance standards. Each DryS-Tex membrane is individually tested twice in their simulated testing facilities for water resistance before constructing the rest of the shoe.

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EVENTS

Cycling events: the bigger picture The cycling industry boasts an action-packed events calendar, but what events truly benefit the dealers?

Kieran Howells finds out

A

t bikebiz, we go to a lot of events. In fact, we’re meeting with distributors, attending house shows, demo days, previews, shows and PR events multiple times a week and whilst that presents us with a wealth of interesting information from the cutting-edge of the industry, it’s simply not possible for your average bike dealer to dedicate the same amount of time to such a packed calendar without shutting shop for days at a time. Like it or lump it, it’s almost impossible to make the key decisions that will influence the success or failure of your business without truly getting to grips with the product, and this puts the onus on your distributors to take up as little of your time as possible with events that are packed with truly informative seminars, product rundowns and demos.

In an ideal world, these would take place a couple of times a year, and provide you with an abundance of subject matter to mull over for the next few months; in reality this is far from the truth of how many shows play out. In fact, in various cases, events we’ve visited have been so information-heavy with little else to offer, that dealers leave not only completely disengaged with the product, but also actively annoyed that they’ve dedicated time to a largely fruitless endeavour. At one such recent gathering, we asked some dealers if they felt like the event was beneficial.

One shop owner told us: “I know it’s important that I’m here, but all I can think about is how I’m out of work for the entire day; now I’m here, I don’t feel like they have any idea what dealers are looking for in a meeting.”

When asked what made the event unengaging, he added: “Anyone can read a pamphlet with the technical specifications on it, I want to know how the bikes ride and how stocking these products are going to benefit me as a dealer.”

You may believe that this accounts for a relatively small amount of cycling industry events, but a recent study we conducted confirmed that only 11 per cent of dealers believe house shows to be genuinely beneficial.

Compared to this, a massive 50 per cent noted the benefits of major multi-distributor shows, whilst 39 per cent said that demo days were the best way to interact with brands.

These statistics show a dramatic trend and it begs the question – what type of event does the industry actually want? How do you balance a

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December 2017 | 25

EVENTS potentially vast amount of new information with true immersive experiences? A lot of companies are ditching the traditional house show concept and instead choosing to take their dealers on guided rides, experience trips or simply putting the latest models into their hands at a demo day. Rutland Cycling is one such company that organises various bike demo days with suppliers each year, offering customers the opportunity to try the latest top brands available – from MTBs to e-bikes. In a recent chat with bikebiz, Rutland head of category management Alex Woollen discussed what companies struggling with the event environment should be aiming for: “Achieving a high level of customer interaction, building a good customer-brand experience and relationship is important in today’s competitive marketplace. Our demo days allow our customers to try as many brands as possible over a full day of demo bike activities.

“Having all the major brands at one event in an informal and interactive environment creates a vibrant and positive atmosphere – a great opportunity for attendees to test ride with expert advice direct from suppliers. It’s also important to choose the right locations for these demo days – having the right bikes in the right location for good test rides is key to a successful event.

These events also provide Rutland with valuable information and feedback on the brands and also for future events.”

The concept not only truly gives the dealer real experience of each product’s capabilities, features and handling; it also ensures that when making sales, their personal knowledge will cut through the marketing jargon and connect with the customer on a personal level.

Last year we caught up with distributor Chicken CycleKit on a trip to Venice to meet Italian

26 | December 2017

Eurobike is also well known for its demo events

born-and-bred wheel brand Miche. Over the two days spent on the trip, dealers received an immersive and truly fascinating insight into the creation of prestigious Italian wheels, and even met some of the employees literally making the products that end up in their shops. I spoke to many of the dealers on the trip to gauge their experiences with events such as this and not one of them had a bad word to say about the way Chicken chose to get them involved. In fact, many had since agreed to stock Miche products, having revised their opinion of the brand’s range.

Of course, the benefits to the brand didn’t stop there. A good hour of the trip was dedicated to discussing Miche’s image and branding – time and insight that the dealers were more than happy to provide – after all, a product that they value is far more likely to be a product that the customer also values.

Chicken CycleKit’s Alex Rowling tells me why the company thinks it’s important to bring the brand and the dealer together in this way: “We are lucky to have many of our suppliers still manufacture their products in

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EVENTS

“There’s no better way to ignite passion for a brand than taking them to a factory and seeing everything first hand” Alex Rowling, Chicken CycleKit

www.bikebiz.com

Italy. These brands often have a rich heritage and some factories such as Cinelli and Columbus are considered a ‘cycling mecca’, so for cycling aficionados to be able see these factories is amazing for them. We regularly takes dealers out to factory visits, there’s no better way to ignite passion for a brand than taking them to a factory and seeing everything first hand.”

There’s no doubt that getting truly acquainted with a brand or product in its natural environment is beneficial, but is it feasible for the majority of dealers? The information and experience is there, but this still doesn’t necessarily tackle the inherent battle with time investment that dealers struggle with. This is where the bigger shows come into their own. Take the recent Cycle Show, which annually takes over the Birmingham NEC, for example. On top of a mammoth list of brands in attendance, the 2017 event played host to a gigantic dirt e-bike test track, a children’s test track and multiple stages with discussions and seminars from the likes of Cytech and our very own retail expert Mark O’Dolan. Taking a slightly different stance is the Core Bike Show – an industry event defines its USP

December 2017 | 27

EVENTS

by drawing the focus more onto the social aspect of an industry event, and less on simply dolling out the same old technical specs. Core, which takes place in the grand Whittlebury Hall, is ideal for those looking to truly connect with their fellow dealers in a relaxed environment, whilst getting to grips with an ever-growing brand list.

We asked organiser Keith Jepson about the implications of the bike industry’s packed annual schedule and Core’s place in that calendar: “There are large number of events in the calendar now. The most successful, whether it be L’Eroica, Ard Rock, Ride London or the NEC Cycle Show for example, offer a balance between features that the public or dealers can participate in and amazing product on show. Creating great riding or interactive ideas alongside show stopping product is key.

Whether the focus is demoing product, direct sales or offering a unique ride experience, you have to make it memorable. Offering variety is essential – whether it be variety in trade stands or activities for riders and families to do! Core was first created as a relaxed environment to meet, discuss business and to hang out with contacts and friends in the industry.

It was deliberately created with more of a conference feel that just a standard expo. The individual exhibition rooms give the dealers unique access to brands and the individuals behind them. This ‘private’ space allows both the dealer and exhibitor more time to go through the range and engage with the product. This continues today, even with the growth of Core from both a visitor numbers perspective and participating exhibitors, the show still retains its family atmosphere. This ethos was key 28 | December 2017

Eurobike 2017: The annual trade show attracts hundreds of brands and thousands of attendees

in the early years planning and remains today; I believe that’s why we have so many visitors and exhibitors returning each year, plus new blood!”

So where does this leave the industry? Well, the traditional house show is far from dead. In fact, it appears that more and more are cropping up around the country. This doesn’t, however, have to be at the expense of the dealer’s engagement. Plenty of distributors are seeing the value in getting dealers out of the traditional ‘house show’ environment. It is also true that purse strings are becoming tighter every day, but those who can find a way to get their business partners into more engaging environments can reap the rewards of real expert opinion, and that should be worth a great deal. www.bikebiz.com

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SMART FABRICS

Forget nanotubes, the next big bike thing could be nanofabrics Will we all be wearing smart-garments in the future? Pah, you can wear them today, reports Carlton Reid, but do consumers want them?

R

EMEMBER WHEN we tracked our fitness stats with a bulky Apple Watch?

Ha-ha, so funny – now our jerseys measure every metric possible and also harvest kinetic energy from our pedalling to power our smartphones.

And remember saddle sores? Phoeey! Now our bib-shorts have pressuremapping sensors that prevent heat-spots and keep us comfy automagically. And it’s hard to imagine today, but pro team jerseys used to be printed with just one sublimated graphic. How retro! Now, of course, they’re super-HD+, sport sponsor videos, and team managers and medics monitor biometrics on the fly. Far-fetched? Not so fast. As far back as 2014, Ralph Lauren produced tennis shirts which monitored the heart rate, breathing and stress on ball boys and girls at the US Open Tennis Championships. And Google’s Advanced Technology and Projects Group has been working on a smart denim jacket for bike commuters – released in September the Levi’s Commuter Trucker jacket has connected “Jacquard” threads woven in to the cuff. The $350 jacket connects with a smartphone to offer turn-by-turn bike navigation, and can start or stop music. (It also features old-school bike-apparel tech such as hidden retro-reflective tabs and a drop-down arse flap.)

The Commuter Trucker jacket may have a clever

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cuff, but its connectivity comes from a Bluetooth dongle which has to be removed before the garment is thrown in the washing machine. But connected fabrics of the future will be washable, states technology analyst James Hayward of Cambridge’s IDTechEx. “Smart fabrics will need to meet performance requirements – it’s very important that they can be washed under the conventional conditions in a normal laundry cycle so able to deal with temperature, with surfactants, and with things like ironing and so on. You can’t throw your smartphone into a washer or tumble dryer and expect it to come out working. However, that’s what we will expect from smart fabrics in the future, and that’s a significant challenge.”

Hayward told me he was a regular sport cyclist, but more pertinently he’s one of the authors of the Wearable Sensors 2018-2028: Technologies, Markets & Players report from IDTechEx. This predicts that within ten years a $5bn sensor market will be driving a $160bn wearable technology market.

Wearable sensors have developed in three waves, he said. The first wave included sensors that have been incorporated in wearable form for many years. The second wave came with the arrival of smartphones and their on-board sensors, some of which have been made small enough to migrate into garments (the Levi’s jacket is an example). The next stage is for sensors to be developed specifically with wearable products in mind. Nike, Adidas and Under

On-board sensors have been made small enough to migrate into this Levi jacket

December 2017 | 31

SMART FABRICS James Lamont is VP of innovation and R&D at Fu Hsun

“Generally, the electronics industry has been smarter in sharing IP and patents, cross-licensing and sharing, which other industries like clothing struggle with” James Lamont, Fu Hsun Armour are investing huge sums in developing such fabrics, and smaller, more nimble brands are also taking big-bucks baby steps into this space.

E-textiles are already able to measure heart rate, respiration, and motion, and there’s work to make such fabrics provide heating or cooling. “Textiles and electronics are increasingly coming together,” said Hayward. He foresees fabrics that change colour via an evaporative process married with electroluminescence or fibre optics. And forget bulk, the smart fabrics of the future could use “direct conductive ink that can be either printed directly onto the fabric itself to make conductivity or could be printed onto a laminate structure which can then be heat-pressed on to a garment using the fabric as a substrate, or conductive polymers could be introduced to textiles to add this functionality.”

But a connected cycle jersey won’t take the place of an iPhone in the rear pocket, said Hayward.

“Whilst it is possible to build fully textile-based versions of these components it’s more realistic that the smartphone will be used as the interface.”

Compatibility and durability will become key concerns. “Screen printed textiles laminated on to a shirt or with conductive polymer parts will need to be compatible together – the interoperability of the materials will be just as important as having durable electronics,” said Hayward. (DuPont Intexa is a screen printable ink that can be laminated to a fabric to create an electronic circuit.)

Bike-industry veteran James Lamont doesn’t see smart fabrics taking off in the way that some futurists have predicted. “This is an area many brands and supply partners are monitoring hard, from raw polymers and electronic-sensor providers, through yarn, fabric knitting and weaving, to finished garment manufacturers and brands.”

Lamont is the senior VP of innovation and R&D at Fu Hsun fabrics. “At Fu Hsun, we are working

32 | December 2017

hard to stay at the centre of this, and we keep developing and trying new ideas. There have been a lot of changes and steps forward, while at the same time approaches and technology solutions remain, sadly, where they were more than ten years ago.”

He adds: “Generally, the electronics industry has been smarter in sharing IP and patents, cross licensing and sharing, which other industries like clothing and hardgoods struggle with an often complex supply chain, with multiple partners, and less experience of this cross licensing. So, there is still no real stand out product which really changes peoples’ sports experience and performance.”

In short, there is yet no real consumer need for connected fabrics, although some might then point to the supposed but apocryphal Henry Ford quote: “If I had asked people what they wanted [before cars], they would have said faster horses.”

There could also be downsides. Connected fridges are the butt of jokes, as are other “Internet of Things” devices, and, really, how sensible will it be to wear graphene or batteries next to the skin?

There are also eco-concerns – how recyclingfriendly are such smart garments likely to be?

If manufacturers can design out these downsides there might be a bright future for smart fabrics.

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RETAILERS

Distributors, deconstructed Laura Laker speaks to independent bike dealers across the country to find out about what doing business with distributors is like, and what can be improved to keep bricks and mortar retailers secure in the future

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S PART of our focus on distributors this month, in this issue we spoke to retailers of different sizes across the country to find out the main issues retailers face around stock control and sales, and what distributors can do to help them – as well as what they are doing well already, and what retailers would like to see improve.

DELIVERIES What’s the issue?

Distributors not being able to offer delivery timescales to retailers. This can make closing a sale there and then hard, as shops aren’t able to tell customers with confidence when stock will arrive.

Eleanor Bolt, who works in sales and admin at Drover Cycles, in Hay-on-Wye, Herefordshire, says: “We have got one or two suppliers that are very good with offering next-day deliveries, and others where delivery is a bit vague, so we are wary of making promises to customers. If people are to spend money in the shop, rather than going and spending online, it’s vital to have things in as

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quickly and reliably, and as soon as possible. Then we can say with certainty when an item is coming in. Some distributors are good at actually, but some are not so good.”

What can distributors do better?

“In-store deliveries to home addresses, and next day deliveries, are helpful,” says Bolt, “because you can promise customers items and know they will be delivered. It’s easier, in terms of making a sale, to be able to promise something the next day, rather than having to say ‘it will come at some point’.”

Toby Dalton, director and co-owner of Wheelbase, with stores in the Lake District and Darlington, would like to see reliable stock information from more distributors seven days a week. “We’re a seven-days-a-week business so the B2B on a weekend or holiday period is key; giving our sales team confidence that customers get accurate stock information there and then, and not having to wait for a call back on a Monday. It also helps massively in closing the sale on the day while the customer is there in your store.”

“The bulk of our day-to-day business with most

December 2017 | 35

RETAILERS

“I think margin is an issue throughout the bike trade, and distributors are getting better at dealing with internet-only sellers” Richard Watts Cycle Highlands

distributors is done online via B2Bs. So a reliable and up-to-date B2B with live stock is essential.”

ONLINE DISCOUNTING AND PRICE CONTROL What’s the issue?

It’s something that comes up time and again – the issue of heavily discounted goods online competing with bricks and mortar retailers.

Noah Fisher, owner of Mamachari London, says: “The hot topic these days is price control; I have a lot of discussions with distributors and brand reps about that; it’s not possible from a legal point of view to decide how much their stuff sells for.

“That’s probably one of the biggest problems now, and that it’s easy to scan a barcode and find the cheapest thing online. With servicing, customers can find out how much parts cost online. We appreciate people do that but if it becomes standard practice then we aren’t going to take much money on any repair or product.”

What can distributors do better?

Noah says: “The law specifically prohibits external price control but in practice what the clever companies are doing is saying: ‘if you’re going to knock out this product online and undersell the retailer, then we aren’t going to make it easy for you; products won’t be available to you’. It might be out of stock – to punish them for being naughty.

“I was talking to one rep of a distributor who said one area they can exert influence by arguing cut prices are reputational damage and they can make a case to cease supply, if it damages the reputation of the brand.

“Companies like Raleigh and Madison they don’t do much on that, or maybe they do in the background but I’m not aware. A lot of their stock is highly discounted. When a brand is exclusive it’s very easy to know who’s behind it; that’s one of the biggest problems.”

36 | December 2017

MARGINS AND BREXIT What’s the issue?

Shrinking margins in the industry, compounded by the Brexit effect, making it harder for retailers to make money.

Richard Watts, director of Cycle Highlands, which offers bike rental and sales in Ballater, Aberdeenshire, says: “I think margin is an issue throughout the bike trade, and distributors are getting better at dealing with internet-only sellers.

Because of Brexit, with the pound dropping, what you’re getting now for £500 on a bike is nothing like you were getting a few years ago; that’s quite difficult for the customers to take on board.

“I understand distributors are running on tighter and tighter margins; I think in the bike trade, compared to other trades, we have to work seriously hard to make money out of each sale.

“It seems to be getting harder for the largest high street bike retailers, like Evans and others, to make money, even with online discounting. However, the more they have to sell stuff closer to retail price the more it gives bricks and mortar retail a chance.”

What can distributors do better?

“I think with bikes, we need to make the buy-in enough to get the maximum margin,” says Watts.

“The direct-to-consumer model with the likes of Canyon in many ways makes sense because the material costs are so high now for distributors.

While I don’t think there’s much more margin in trade I think it is the one thing that, from a distributor’s point of view, could help us – if we could get more margin.”

“The big issue,” he adds, “is exchange rates and VAT. We are spending a year’s wage per quarter on VAT; corporation tax isn’t so hard-hitting but the VAT really hits us.”

RELATIONSHIP – PERSONAL TOUCH What’s the issue?

Variations between distributors on the relationships they build with retailers, and the sense larger stores are favoured over smaller shops. Given the choice, bike shops will favour distributors who build relationships with and support them.

Noah Fisher says: “Some distributors have no sales reps, and use contractors that only represent key brands and don’t visit small retailers – only

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RETAILERS

people who spend six digits with them every year.

Others spend their energies driving sales into the small and independent shops; that is why we buy from those distributors – we get a lot of support from them.”

What can distributors do better?

Toby Dalton, from Wheelbase says: “We do like to speak to internal sales on the phone. We like it when we have one or two people dedicated to our account so we can form a good relationship and do some good business. Also, free shipping, a helpful rep that doesn’t want to simply over load you with stock, and efficient and purposeful visits to store are a winning combination that will lead to a successful, long term partnership.”

Noah Fisher echoes this sentiment: “The thing that keeps us going back to the distributors, they are the ones who are really focused on supporting their dealer network and putting things into shops that are going to sell. They offer us incentives, with marketing material, which they supply, and that helps them but it also means we can access the brand with low pricing.

“Zyro and Extra also take the time to come see us every few weeks, or once every month - that makes

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a big difference, because then we have a good personal relationship with them.

“Other distributors could take a leaf out of their book. Others are notoriously difficult to get support from if you are a small retailer so I guess if more companies were making a commitment to support bricks and mortar – in particular independents – that would help.

“That’s key to the survival of a lot of bike shops that the brands and distributors support the local network, rather than favouring those who have a lot more buying power such as big chains or online.”

POINT OF SALE ASSISTANCE What’s the issue?

While larger retailers might have the staff and expertise to do their own marketing, from professional-looking websites, to in-store deals and marketing materials, for smaller shops this is not always possible.

What can distributors do better?

Drover Cycles’ Eleanor Bolt says: “When distributors send images for advertising deals and ones that actually sort out the deals for us, it’s very helpful because then we don’t have to spend time

December 2017 | 37

RETAILERS

leads to the issue of not making money out of things; if you are devaluing the product to that level you can only sustain that for a short time.”

“Taking these crazy buy-ins we haven’t got anywhere to store the stock, even if we did have the money. We can do it with low-risk products, such as D-locks, and helmets, we can commit to those, but there’s still a buy in for them with premium brands.

“We have to commit to those each year. Some of the bikes have probably been the worst. If we want to keep a premium brand of bikes in, we have to commit to approximately £20,000 of bikes a year.

That leaves us very little diversity and room for other brands. From a customer’s point of view they see our main brand, Cube, and they don’t necessarily want that brand, they might want to look at a few brands, but we can’t offer that, so we lose a lot of customers to the bigger stores like Evans and Cycle Surgery. We struggle with them.”

coming up with in-house posters and thinking about what deals to run, which is helpful, and frees up staff time.”

BUY-IN What’s the issue?

For Robert Pollen, director of Withington Cycles, Manchester, the main issue is the pricing structure distributors offer retailers for in-house brands.

“They claim it’s to reduce internet companies selling it cheap, but the buy in deals are getting more expensive and it isn’t scalable,” he says.

“Chain Reaction or Wiggle get the same buy-in deal that we do. We can only buy three or four different items out of a range, Chain Reaction will go out and buy hundreds, if not thousands, of these things and end up selling them at cheaper than we can even afford them.”

“It’s the premium brands that people go online for; we can no longer stock it Altura clothing - the buy in’s too expensive when we sell at the recommended retail price. Meanwhile, Chain Reaction will have 10 per cent off and weekend deals with another 10 per cent off and when you spend £100 you get 10 per cent off.”

“They need the quantity to keep the factories running. You can see why it happens, but… this

38 | December 2017

What can distributors do better?

Some smaller retailers would like to see buy-in deals that help smaller shops, that can’t necessarily shift large volumes of one brand, but would benefit from a wider range of products for their customers to choose from.

CORE RANGE AND STOCK HOLDING What’s the issue?

“Key, especially for small companies like ours is holding enough stock into for us to consistently offer a product and have it available,” says Mamachari London’s Noah Fisher. “We can either buy in a whole lot of it, and sit on the inventory, or the distributor can do it for us, and because the difficulty of retail, especially for small independent cycle shops, is the volume of product, we have to have in stock to be credible.”

What can distributors do better?

Noah says: “It’s really helpful for distributors to have that stock in, rather than some distributors who have ordered conservatively and then it’s out of stock for two or three months, while it gets shipped in from the Far East. Then we have to say ‘we’re out of stock and we will let you know’ or we have to find an alternative and change our product line. Zyro get that; they say ‘we are going to support you by keeping stock’ and we can order it when we need it.

That way, if it’s a core product we know we don’t have to keep it in the back.”

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RETAIL INSIGHT

Retail

Boosting your sales…

Page 47 Retail expert Mark O’Dolan travels to Brockenhurst to evaluate cycle business Boost’s retail strategy, and see where they could make changes to ensure a successful coming year

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his month we check out a retail business in the New Forest, and we consider the triple chainset

44

Is it time to make a change?

Workshop expert Liz Colebrook asks whether, for all its benefits, the “one by” transmission system’s benefits will take off, and what the industry can do to help the consumer understand why it might be a superior system

www.bikebiz.com

December 2017 | 43

TRICKS OF THE TRADE: WORKSHOP

The Love for Three Chainrings Liz Colebrook, Beaumont Bicycle

W

ell, I’m delighted that the industry has embraced “one by” transmission systems. Let’s reel off the main benefits…lighter, less clutter on the handlebar, no gear duplication, no front mech to set up, less complicated for new cyclists, ideal for children and the key to making incremental gains for elite riders. What’s not to like? But still, a large number appear wedded to the triple chainset.

Looking back, the triple had its heyday in the 80s – mountain bikes finally offered mere mortals gears low enough to get up hills. The derogatory term “granny ring” evolved and although I don’t use that term for obvious reasons, that inner ring was a game changer within the market. In the 90s, the triple managed to sneak into the road scene, before the compact double arrived. Many customers riding in the 80s and 90s got a sense of how useful their gears would be from seeing three rings on their chainsets. The role played by rear sprocket size was not fully appreciated, and for many, the total number of gears was an indicator of how good your bike was. You can see why it’s often difficult to convince customers who grew up in this era that less is more with a “one by” system.

I’ve just read John Stevenson’s article for Road.cc entitled Beginner’s Guide: Understanding Gears – the feedback shows we’re still grappling with the maths.

John hits the nail on the head asking: “But, how do you choose the right gearing for you? And how many gears do you really need?” I suggest it’s our job not to make assumptions here, but to listen to customers about where they ride, what they ride, who they ride with and how they ride. Avoid bamboozling but seize the opportunity to inform, focusing on the features and benefits of an appropriate system. The size of the largest chainring has been seen as an indicator of manhood for years. When I discuss a “one by” system with someone concerned about the small front

44 | December 2017

‘It’s our job to listen to customers about where they ride, what they ride, who they ride with, and how they ride’

Liz Colebrook BSc OT BA Framebuilder Liz@beaumontbicycle.co.uk www.beaumontbicycle.com

chainring, I refer to the British Olympic MTB team’s choice of single 36t front chainring and 11 speed twist shifter.

Incremental gains in efficiency resulted from a multitude of factors but certainly from not having to faff with a front mech!

With some customers, I explain the whole gear inch calculation to illustrate the duplication you get with a triple using a diagram or gear-calculator. com. And I’ll always talk about cadence and power output (it’s easier to lift a 2lb weight 20 times than a 20lb weight once). We’re in the business of advising on a transmission system that matches rider ability with type of ride.

Meanwhile, I’m secretly thrilled that 1 x 11 systems proactively encourage us to pedal more efficiently and we’re now all marvelling at the size of our rear sprockets!

www.bikebiz.com

UK DISTRIBUTION FOR THE BEST BRANDS IN MTB

01423 780 088 info@jungleproducts.co.uk | www.jungleproducts.co.uk B2B Access: www.jungleproducts.co.uk/b2b

TRICKS OF THE TRADE: RETAIL

Boost Bike Hub Brockenhurst, the New Forest Retail expert Mark O’Dolan evaluates Brockenhurst-based shop Boost to find out how they could – uhm – boost their sales and profits

I

was invited by the owners of Boost to visit their shop in early October, where I did a health check on the business and looked for ways to increase profits.

I visited again at the end of November and sales are 25 per cent up on last year.

The first thing I did was sit with the owners, Ross and Nicki, to understand the business journey they have embarked on and their future aspirations.

We trawled through the numbers, and I learnt that over 20 years, they had built up an extremely successful bike hire business that operates only a few hundred yards away from a retail shop called Cycle Experience. It is a quality cycle hire operation, professionally run with a clear strategy that focuses on domestic and international tourists who want to enjoy the New Forest.

Both businesses, Boost and Cycle Experience, are fantastic and cleverly satisfy two different markets.

Boost, managed by Ben, is in a prime position, visible to absolutely everyone in Brockenhurst, opposite the train station. It was given a new shop facia in June of this year changing the name from Cycle Experience to Boost. The old, tired, and tatty shop front had been replaced with a very exciting modern, fresh look which is appealing to a new generation of cyclists. However the sales lift expected from the investment was not quite as much as planned. So, it was time for a business review!

www.bikebiz.com

I looked at four key aspects of the business: Q Sales budgeting and business review process Q Marketing plan Q Point of sale Q Trading format

‘Critically important to success is the weekly review in place’

Sales budgeting and business review process Ownership is critical to achieving a sales and profit plan. So the manager, Ben, has now been tasked with setting up a sales plan by category for every week in 2018, along with monthly costs to run the business.

In control of and accountable for the profit plan, he will now ensure he has the right stock, right stock holding by week, right point of sale, right team in the right place at the right time, and the right marketing plan to achieve his sales. Critically important to success is the weekly review in place, where he meets on site with a director to review the week’s previous categories performance to plan.

This is where he can discuss his plan of action and get feedback.

December 2017 | 47

TRICKS OF THE TRADE: RETAIL

Marketing plan I talked to Ben about planning a weekly/ monthly marketing plan. Sales are not guaranteed and won’t always just walk in the door, happily growing year-on-year. Sales are driven through marketing campaigns that are ever-changing, exciting, and memorable to consumers. We talked about the importance of a 52-week marketing strategy that encompasses the usual, such as Christmas, January sales and Easter, but also the critical 40-odd weeks left. The team has been tasked to conjure up marketing ideas that would increase footfall and then drop them into specific weeks of the year to drive sales. E-Bike Fortnight, Road Bike Week, Mountain Bike Week, and so on, backed up by prominent floor space, strong POS, exciting window messages, and, where possible, an outside activity display to create exciting theatre. Not all promotions work – its a fact of life – but the more you try, the more promotions work. Ben is now writing a plan to cover every week of the year that will “boost” his sales to ensure he hits his weekly sales target. I was delighted to see the new Christmas banner go up on the side of the 48 | December 2017

workshop building which is, of course, driving new e-bike sales.

‘The team were asked to conjure up marketing ideas to increase footfall’

Point of sale This needs to be as clear and exciting as possible.

Every bike needs to show a clear price – if you offer finance then show the deal! Customers should not have to ask for a magnifying glass to check prices and features and benefits of the bike.

Trading format We looked at product category space to sales performance and discussed ways to increase revenue per square foot. This store offers a great variety of bikes, clothing and accessories, so our challenge is to get the right balance between product categories, taking into account margin.

This store is seeing some very promising growth following the review. Perhaps its luck or perhaps its good commercial planning, but either way, sales and profits are up, and that’s all that’s matters.

If you would like Mark O’Dolan’s services to help your business grow, call 07951 022 907 or email mark@highstreetmentor.co.uk. www.bikebiz.com

rd

2A3RY 1 st

2ANU J

2018

2Pure | Assos | Citrus Lime | Cycle Sports Group | EBCO | Endura | USE | Extra UK Gore | Hotlines | Chicken Cyclekit | Hope Technology | i-ride | Ison Distribution Magura | Moore Large | Oakley | SilverďŹ sh | SiWIS | Upgrade | Windwave | Zyro-Fisher

January 21-23rd | Whittlebury Hall Hotel & Spa,Whittlebury, Near Towcester, Northamptonshire, NN12 8QH

REGISTER NOW AT WWW.COREBIKE.CO.UK For the latest show news follow us on

@corebikeshow

corebikeshow | #corebike18

Friday 23rd February 2018 / The Bridge, ExCeL London

In partnership with

Event partner

WE ARE CELEBRATING 10 YEARS OF BIKEBIZ AWARDS After receiving hundreds of nominations across 18 different categories, with accolades ranging from Specialist Retailer to Best Bike Brand, the BikeBiz Awards 2018 have now officially closed entries. A shortlist of nominees will be announced on the BikeBiz website on December 7th – soon after, our readers will have the opportunity to cast their vote on who should win on the night.

This year, the award ceremony will take place on Friday, February 23rd at The Bridge ExCeL London. Now in its tenth year, the awards present a chance for the industry to honour the people and companies whose hard work behind the scenes keeps the cycle world’s wheels turning, whilst enjoying a night of entertainment, industry chat and networking. The event takes place on the same site of the London Bike Show, making attendance ideal for exhibitors who have had a hard day setting up their stands and for visitors travelling to the show.

50 | December 2017

www.bikebiz.com

www.bikebizawards.com

201 8 CATEGORIES Q SPECIALIST RETAILER

Q SALES TEAM

Q INDEPENDENT BIKE DEALER

Q MARKETING TEAM

Q MAINSTREAM RETAILER

NEW FOR 201 8!

Q ONLINE STORE

Q SERVICE TO THE CYCLE INDUSTRY

Q P&A DISTRIBUTOR Q BIKE DISTRIBUTOR

Q CYCLING CONSUMER MAGAZINE OF THE YEAR

Q SPECIALIST DISTRIBUTOR Q BIKE BRAND Q P&A BRAND

Q CYCLING CONSUMER WEBSITE OF THE YEAR

Q BREAKTHROUGH BRAND

Q CYCLING WOMAN OF THE YEAR

Q INNOVATION FROM A NEWCOMER Q LONDON BIKE SHOW AWARD

SOCIAL MEDIA

KEY DATES FOR YOUR DIARY

@bikebiz @bikebizonline @bikebiz

7th December 2017 Shortlist announcement 23rd February 2018 The Bikebiz Awards

CONTACT US EDITORIAL ENQUIRIES Hayley Ferguson Editor, BikeBiz E: hferguson@nbmedia.com T: +44(0)207 354 6018

www.bikebiz.com

MARKETING ENQUIRIES Becky Hancock Marketing Manager E: bhancock@nbmedia.com T: +44(0)203 871 7370

TICKET ENQUIRIES Johanna O’Brien Ticket Sales E: jobrien@nbmedia.com T: +44(0)203 354 6005

SPONSORSHIP ENQUIRIES Richard Setters Sales Manager E: rsetters@nbmedia.com T: +44(0)207 354 6028

December 2017 | 51

x

UK DISTRIBUTION BY GREYVILLE ENTERPRISES

CONTACT :

01543 251328

www.greyville.com

GREYVILLE ENTERPRISES

sales@greyville.com

700c PROVIDES SPECIALIST, BESPOKE INSURANCE FOR INDEPENDENT CYCLE SHOPS

We’ll happily visit you in person to discuss your requirements.

Simply give us a call on 0333 433 0827

www.700cinsurance.co.uk

SECTOR GUIDE

Wheels, tyres and inner tubes 1

2

3

4

1

2

3

4

Continental

RSP

MITAS

ETC

Continental Tyres and Tubes

Calavera Carbon MTB Wheels

Stop Thorn Ultimate Tyre

Inner Tube

Distributor: Raleigh UK

Distributor: Raleigh UK

Distributor: Hykeham Wholesale

Raleigh now has stock of Continental tyres and tubes including the popular Contact tyre range, as well as the hermetic plus inner tubes.

These inner tubes have a thicker, stronger construction rendering them more resistant to punctures and allowing them to hold the air for longer than standard inner tubes.

Our tubeless-ready carbon trail/ enduro wheels are designed to offer increased stiffness, reduced weight and more speed.

They are built using our 28mm internal asymmetric carbon rims and our super-quick 150 point (2.4 degree) engagement hubs; together, they make for a competitive carbon wheel package with RRPs starting at as little as £894.99 per pair.

Contact: 01773532600 sales@raleigh.co.uk

Contact: 01773532600 sales@raleigh.co.uk

This tyre has an extremely thick rubber buffer, measuring approximately 4mm, and is produced from a special compound placed between tread and carcass. It prevents punctures for the majority of sharp objects under standard usage. While riding in traffic the rider’s safety is enhanced by the reflective stripe applied on every STU tyre. The buffer increases stiffness and strength in the crown area and as such reduces drag and maintains adhesion.

Distributor: Moore Large ETC inner tubes are made from high-quality butyl rubber with a wall thickness of 1mm. Great value, retailing at £6.49 these tubes offer exceptional margins.

The range covers all bases for MTB, road, folding bikes, kids and BMX bikes.

Contact: sales@moorelarge.co. uk

Contact: sales@ hykehamwholesale.co.uk www.bikebiz.com

December 2017 | 53

SECTOR GUIDE

5

6

7

8

5

6

7

8

Santa Cruz

Vittoria

Zipp

ACROS

Reserve

Corsa Control

Distributor: Jungle Products

Distributor: ZyroFisher

858 NSW Carbon Clincher Rim Brake

These 29-inch wheels come in three widths: 25, 27 and 30mm internal. The 27.5-inch wheels come in two widths: 27 and 30mm internal. They are 28-spoke with 3x lacing, and DT Swiss Competition Race double-butted spokes. The range is available with DT Swiss 350 or Industry 9 Torch hubs, and comes with a lifetime warranty.

The Corsa Control tackles greasy cobbles and rough roads with all the confidence of the classic Corsa. Sharing the same 320 TPI Corespun-K reinforced casing, and 4C Graphene G+ compound, the Corsa Control adds a textured shoulder tread.

This pattern adds dynamic performance, allowing for increased grip on slippery surfaces, as well as added durability.

27” & 29” Boost Enduro Race Carbon Wheels

Contact: 01423 780088 info@jungleproducts.co.uk

Contact: www.zyrofisherb2b. co.uk

Distributor: ZyroFisher The 858 NSW wheelset goes 24mm deeper than the 454 and delivers even greater gains in aero efficiency while providing a level of rider control in crosswinds that was previously unthinkable with conventional deep-section wheel designs. The 858 NSW’s advanced aero efficiency, crosswind stability, responsive handling, and unrivalled braking are engineered to make possible what was once impossible.

Contact: www.zyrofisherb2b. co.uk

Distributor: Oxford Products These 27 and 29-inch wheels are available in boost and standard hubs, and feature the 19 hubs with Sapim Cx Ray spokes and ACROS carbon rims, which perform well with 2.25 to 2.5-inch tires. The wide carbon rims with an inner width of 29mm and a height of 27mm are ideal for rough terrain.

Asymmetrically drilled spoke holes offer good spoke tension and optimise the wheels’ stability. 1339g for the 27-inch version.

Contact: 01993 862300

54 | December 2017

www.bikebiz.com

SECTOR GUIDE

10

9

11

12

9

10

11

12

Onza

Hutchinson

Joe’s No Flats

Maxxis

Aquila

Fusion 5 All Season 11Storm

Self-sealing tubes

Minion DHF Wide Trail

Distributor: Silverfish UK Developed with Aaron Gwin, the AQUILA is a thoroughbred downhill tyre, designed for the toughest World Cup tracks.

Currently only available as a 27.5” wire bead tyre in two compounds. Made from VISCO rubber and dual compound RC2 rubber. Prices from £64.95 Contact: antonio@silverfish-uk. com

Distributor: Windwave ElevenSTORM is the new exclusive performance compound developed by Hutchinson R&D Laboratory.

The laboratory has worked on a specific compound thickness (1.6mm) with a tailored particle size to favour durability and grip on wet roads. The Kevlar reinforcement protects the casing from puncture risks.

Available in tube type, tubeless and tubeless-ready. Starting from £39.95 RRP Contact: 02392 521912 sales@windwave.co.uk

56 | December 2017

Distributors: Hotlines Europe; Moore Large & Co Ltd; Cooke components LTD High-quality tubes, prefilled with Joe’s sealant providing flat prevention without the tubeless installation hassle. Tubes are available in various sizes from kids 20” size up to MTB 29” also available special heavy duty e-bike specific tubes, road and commute tubes.

Contact: +972524601020 gilad@adhestick.com

Distributor: ExtraUK; Madison The Maxxis Minion DHF WT has been designed for all possible terrains associated with all-mountain conditions. The tyre features a lightweight, single-ply 60TPI carcass construction for durability, and a directional, ramped knob design. The tyre is available in 3C MaxxTerra, 3C MaxxGrip and Dual compound options, for enhanced grip, and EXO sidewall protection. All models are tubeless-ready.

Contact: stephen.robinson@ maxxis.co.uk www.bikebiz.com

01772 459 887 t.co.uk

www.bob-ellio

ine

@BobElliotOnl

Distributors of great brands across the UK Find your Local stockist at: www.bob-elliot.co.uk or contact us on: sales@bob-elliot.co.uk Tel: 01772 459 887

SECTOR GUIDE

14

13

16

15

9

10

11

12

Fulcrum

DT Swiss

Halo Wheels

WTB

Racing 7

ERC 1100 DiCut Distributor: Madison

Devaura Race 6D Wheels

Resolute 42

Distributor: i-ride The Racing 7 is one of the most versatile wheels in the Fulcrum range, having been designed to perform on a variety of surfaces including road and gravel, there is even a cyclocross specific variant. The R7 comes equipped with a rim that can handle tyres from 28mm to 50mm wide. As with many of Fulcrum’s Racing series wheels, the Racing 7 also comes with Fulcrum’s 2Way Fit Ready System, making it possible to run clincher or tubeless tyres. The Racing 7 also comes available in caliper and disc brake versions.

Contact: +44 1444 243000 www.i-ride.co.uk 58 | December 2017

Light, fast, comfortable – the ERC 1100s tick all the boxes.

Plus, being disc brake, the user isn’t wearing away carbon wheels every time they brake in winter. 1513g per set.

Contact: comms@madison. co.uk

Distributor: Ison- Distribution Featuring a 30mm deep aero section rim with a wide 19mm internal width profile, Devaura wheels are tubeless-ready. Handbuilt with lightweight, double-butted spokes, they feature a 2:1 (16/8E) rear-lacing pattern and wide-spaced flanges that combine to reduce lateral flex in the rear wheel. The sealed bearing RS 6Drive hub features six individually-sprung reversed pawls mounted into the hub shell that simultaneously engage onto the 30-point freehub for positive torque transmission.

Disc brake variant also available.

Distributor: Hotlines The Resolute 42 is an allweather, all-round gravel tyre.

Small, square knobs deliver consistent bite into a variety of terrain, while the ample spaces between them prevent packing up when conditions turn more wintery. Its 42mm width makes it a set-it-and-forget-it gravel tyre for endlessly undulating roads through all varieties of weather. The Resolute is available in both 700c and 650b sizes.

Contact: 0131 319 1444 sales@hotlines-uk.com

Contact: 01353 662662 www.bikebiz.com

Aaron Gwin AC Squad MTB

www.smithoptics.com

www.ultrasporteu.com

SECTOR GUIDE

Footwear 2 1

3

4

1

2

3

XLC

Lake

Giro

Bont

Winter Shoes CB-M07

MX200

Empire E70 Knit

Riot Road+

Distributor: Moore Large

Distributor: ZyroFisher

Distributor: ZyroFisher

Constructed from eco vegetable tan leather, the waterproof membrane liner and 3M Thinsulate lining in the toe box keep your feet warm and dry.

With a much wider and taller toebox than traditional lasts, the winter last allows the foot to maintain proper circulation even when thicker socks are worn.

These stylish winter boots feature a heavy duty mountain outsole by Vibram, retailing at just £190.

You’ve seen knit technology in athletic footwear, but you haven’t seen it in cycling… until now. The Empire E70 Knit features Giro’s new engineered Xnetic Knit upper, which offers unparalleled comfort and breathability, developed for the specific needs of performance cycling. The style of the Empire E70 Knit is simply undeniable.

Introducing the Bont Riot Road+, the world’s first carbon composite heat moldable entry level cycling shoe. The Riot Road+ combines Bont’s pro series technical features including a power transfer platform and anatomical shaping with competition grade materials to create the most technically advanced entry level road cycling shoe.

Distributor: Raleigh UK For 2018, we launch a new comprehensive range of XLC footwear. As winter is now almost in full force, take a look at the winter-specific shoes from XLC constructed of Lycra and Super Roubaix waterproof outer material with a PU-coated fleece insert. The shoe also features waterproof zips and has extensive reflective details.

Contact: 01773532600 sales@ raleigh.co.uk

www.bikebiz.com

Contact: www.zyrofisherb2b. co.uk

4

Contact: www.zyrofisherb2b. co.uk

Contact: sales@moorelarge.co. uk

December 2017 | 61

SECTOR GUIDE

5 6

8

7

5

6

7

8

BBB Cycling

Sockguy

Shimano

Gaerne

Hardwear BWS-04

Ugly Sweater Christmas Socks

RP9

G.Winter Road Gore-Tex Shoe

Distributor: Windwave A lot of cyclists are struggling to find the right overshoes in the period between autumn and winter. You don’t want to ride around with cold feet or with overshoes that make your feet feel like they’re in a furnace. The HardWear overshoes from BBB Cycling were specially made to bridge this gap and give you perfect protection against cold and wet weather. The HardWear overshoes feel like a tight water resistant sock with an excellent fit. Reflective detailing just adds that extra bit of safety and completes the overall look of the shoe.

Contact: eline.nijhuis@ bbbcycling.com 62 | December 2017

Distributor: Silverfish UK The single most cost-effective upgrade in ride comfort, SockGuy socks keep your feet feeling fresh however vile the weather gets. They’re the perfect way to show your true colours on your ankles with over 365 different styles. It’s not just all crazy colours, the socks are a technical performance product too. The limited edition SockGuy Ugly Sweater socks, pictured, are perfect for the festive period.

Contact: antonio@silverfish-uk. com

Distributor: Madison Back with a full update for 2018, Shimano’s flagship road performance shoe has taken cues from S-Phyre and now comes with a micro-adjustable Boa IP1 dial retention system for more adjustability than ever.

Uppers are a synthetic microfibre and that combines with a full carbon sole for unparalleled fit and stiffness.

Contact: comms@madison. co.uk

Distributor: Hotlines Designed to keep you riding through extreme cold and wet weather conditions, the G. Winter shoes are packed with features that will keep you comfortable. The Gore-Tex membrane keeps the elements out while staying breathable, and the extended cuff offers a bit of thermal protection to the ankle. The lace and Velcro closure combination makes getting a comfortable fit easy and the reflective inserts in the upper provide a little extra safety when it’s dark and foggy.

Contact: 0131 319 1444 sales@hotlines-uk.com www.bikebiz.com

MEDIA PLANNING GUIDE: JANUARY – JULY 2018 January 2018

AD DEADLINE: 8TH DECEMBER Sector Guide: Helmets, bike security, triathlon bikes and gear Special: Core Bike Show Guide.

Extra Distribution: Core Bike Show

ISSUE THEME: THE CORE BIKE SHOW ISSUE

February 2018

AD DEADLINE: 12TH JANUARY ISSUE THEME: THE COMMUTER ISSUE Sector Guide: Urban bikes: hybrids, folding bikes, etc; cycle luggage – panniers, cases & bags Special: Cycling advocacy and infrastructure. Bike loans: how to make money and who are the trailblazers Extra Distribution: London Bike Show

March 2018

AD DEADLINE: 14TH FEBRARY ISSUE THEME: THE WORKSHOP ISSUE Sector Guide: Workshop: cleaning, tools and repair spares; training courses Specials: Made in Britain: Ten manufacturers innovating the bike market. 30 under 30 – who are the industry’s rising stars?

April 2018

AD DEADLINE: 13TH MARCH ISSUE THEME: THE INNOVATION ISSUE Sector Guide: Cycle computers; cycle fashion – clothing, eyewear & accessories Specials: Innovative retail in the IBD channel. Marketing focus: innovative brands, manufacturers and retailers

May 2018

AD DEADLINE: 12TH APRIL ISSUE THEME: THE PARTS AND ACCESSORIES ISSUE Sector Guide: Brakes; BMX – bikes, parts and accessories; energy and nutrition Specials: The ten accessories you need to be stocking in your shop. EPOS, POS, and retailer services: top five firms driving the market

June 2018

ISSUE THEME: THE RETAIL ISSUE

July 2018

ISSUE THEME: THE DIVERSITY ISSUE

AD DEADLINE: 11TH MAY Sector Guide: Cyclocross – bikes and accessories; chains, gears and cranks Special: Top 20 IBDs, Retail survey AD DEADLINE: 13TH JUNE Sector Guide: Women-specific bikes and accessories; cycle lights; Special: The most influential women in the bike industry, Eurobike Guide Extra Distribution: Eurobike Show

WANT TO ADVERTISE IN ANY OF THESE ISSUES? Contact Richard Setters 0207 354 6028 or email rsetters@nbmedia.com Want your company or product to be involved with any of these features?

Contact Hayley Ferguson hferguson@nbmedia.com or call 0207 354 6018

In association with

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

Cooke Components Unit 7C Cufaude Business Park, Cufaude Lane, Bramley, Hants, RG28 5DL Tel: 01256 880739 Web: www.cookecomponents.co.uk

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

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

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

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

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

Moore Large & Co Grampian Buildings, Shinfin Lane, Derby, DE249GL Tel: 01332274200 Web: www.moorelarge.co.uk

North Sports 102 Charleston House, 87–95 Neilston Road, Paisley, PA26ES Web: www.northsports.co.uk

Oneway Distribution BV PO BOX 12, 3000 AA Rotterdam Tel: 0031 10345 3510 Web: shop.o-w-d.nl

Oxford Products Ltd De Havilland Way, Range Road, Witney, Oxon, OX290YA Tel: 01993 862 300 Web: www.oxfordproducts.com/bicycle

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

The Bikebiz DIRECTORY 2018 is out now, providing the industry with a must-have guide to the UK’s retailers, distributors, manufacturers and related businesses.

If you’d like to find out more or require additional copies please contact rsetters@nbmedia.com or call him on 020 7354 6028

DISTRIBUTION AND WHOLESALE

E-COMMERCE AND EPOS

EVENT ORGANISERS, HOSTING, HOLIDAY AND HIRE

MANUFACTURERS

MARKETING, PR AND CONSULTANCY

MEDIA AND PUBLISHING

Assos 57 Farringdon Road, London, EC1M 3JB Tel: 0203 621 1555 Web: www.assos.com

Clarks Cycle Systems Head Office, Unit 1 The Old Dairy, Pessall Lane, Edingale , Tamworth, Staffordshire, B79 9JL Tel: 01827 382800

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

Bike Rental Manager c/o H W Fisher & Co Acre House, 11-15 William Road, London.

NW1 3ER Tel: +33 4 66 03 14 32 Web: www.bikerentalmanager.com

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

AWE® Unit 80, Courthill House, 60 Water Lane Wilmslow, Cheshire. SK9 5AJ Tel: 01625-873130 Web: www.awebike.com

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

Walkers Cycle Components Ltd 22 Holywell Road, Leicester, LE2 8SG Tel: 01162 833885 Web: www.walkerscycles.co.uk

ZyroFisher Ltd Roundhouse Road, Faverdale Industrial Estate, Darlington, DL3 0UR Tel: 01325 741200 Web: www.zyrofisher.co.uk / www.zyrofisherb2b.co.uk

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

Dexshell Unit F1-F3 Longford Trading Estate, Thomas Street, Manchester, M32 1JT Tel: 01618644666 Web: www.dexshelltrade.com

ORGANISATIONS, CHARITIES AND ASSOCIATIONS

RETAILERS, WORKSHOPS AND MAIL ORDER

SERVICES AND TRAINING

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

Cycling UK Parklands, Railton Road, Guildford, GU2 9JX 01483238300 Web: www.cyclinguk.org

Aqua Blue Sport LTD 4 Cleve Quarter, Monahan Road, Cork, Ireland Tel: 00353214847477 Web: www.aquabluesport.com

Yellow Jersey Cycle Insurance Prospero, 73 London Road, Redhill, Surrey, RH1 1LQ Tel: 0333 003 0046 Web: www.yellowjersey.co.uk

Invisiframe Tel: 01743 232297 Web: www.invisiframe.co.uk

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

Smartmotion International Ltd RM C, 13/F, Harvard Commercial Building, 105-111 Thomson Road, Wan Chai, Hong Kong Tel: 8615895656508 Web: www.smartmotionbikes.com

700c Cycle Shop Insurance Plough Court, 37 Lombard Street, London.

EC3V 9BQ Tel: 0333 433 0827 Web: www.700cinsurance.co.uk

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

The Bikebiz DIRECTORY 2018 is available to view online at www.bikebiz.com

MARKETPLACE BIKES & ACCESSORIES Available now from 2PURE/

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

BIKES & ACCESSORIES

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BIKES & ACCESSORIES

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December 2017 | 67

MARKETPLACE

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BIKES & ACCESSORIES

BOTTOM BRACKET SOLUTIONS

33 integrated, CNC machined aluminium complete BB Solutions

BIKES & ACCESSORIES

New 2017/18 trade catalogue available TELEPHONE

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GIFT VOUCHERS, GREETINGS CARDS, TROPHIES & PROMOTIONAL GOODS

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MARKETPLACE

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www.bikebiz.com

RETAIL INSIGHT: THE BIG QUESTION

RESULTS

In which of these four sectors do you expect to see the largest decrease over the next year?

10% Lights 18% Leisure and hybrid 29% Road 43% BMX Polls are conducted via twitter @bikebiz_online

In which of these four sectors are you expecting to see the largest increase over the next year?

81% 3% 6% 10% Electric

Mountain bikes

Helmets

Clothing and gear

www.bikebiz.com

Cycle retailers: are your financial projections for the Christmas period higher or lower than last year?

11% Higher

45% The same

44% Lower

We asked Twitter whether the distributor survey ďŹ ndings matched up with social media user expectations. Electric is expected to grow, in keeping with the results of the distributor survey.

However, Twitter does not expect helmets to see any kind of growth.

Contrary to distributor reports from 2017, BMX is projected to fall more than road by Twitter.

December 2017 | 71

FIVE MINUTES WITH… ofo

Bikes unleashed The dockless trend is challenging the traditional cycle share concept. Kieran Howells talks to ofo UK and Ireland general manager Joseph Seal-Driver about the future of city bikes WHERE DID THE CONCEPT FOR OFO COME FROM? ofo was founded by five members of Peking University’s cycling club in 2014 to help students get around the campus. It exploded in popularity and went on to become the world’s first station-free bicycle-sharing platform, expanding to operate in 180 cities and 17 countries.

WHY HAS THE CONCEPT OF BIKE SHARE REALLY BOOMED IN THE LAST 12 MONTHS? There’s growing acknowledgement that we need radical solutions to tackle the serious problems our cities face, from the “last mile” challenge – getting people from the local train station to their house or office – to perennial issues like air pollution, road safety and congestion. Technology plays a key role; within minutes riders can simply download an app, unlock their nearest bike via Bluetooth and be on their way.

WHAT IS THE CURRENT SITUATION WITH THE COMPANY? We’ve been operating in China for several years but have expanded globally this year. We’re now in over 180 cities in 17 countries around the world, operating 10m bikes and seeing 32m rides every day. Within the UK we’re in Cambridge, Oxford, Norwich and London; we’ve just announced that we’ll be rolling out to Sheffield very soon. Our priority right now is to continue our expansion into more cities around the world. It’s our aim to be in 200 cities in 20 countries by the end of the year.

CAN YOU TELL ME ABOUT THE DESIGN OF THE BIKES? WHAT QUALITIES MAKE THEM PERFECT FOR DOCKLESS SHARING? We pride ourselves on having the best bikes in the UK and we’re constantly looking for ways to improve the experience for our riders.

We’ve been through several generations of bikes in the UK already, improving them and refining them for life in our cities each time. We brought in three-speed hubs to make riding up hills easier and a hydraulic seatpost so customers can set the correct saddle height with the simple squeeze of a lever.

They have robust but light frames, a sturdy front basket, a dynamo front light and sustainable solar-powered rear light. They weigh only 17kg, which is around 8kg less than a Santander Cycle. As well as the ergonomic

72 | December 2017

advantages they’re equipped with all the technology that allows dockless to work, such as GPS and mobile data chips so that the bikes can constantly communicate their location back to us.

DO YOU THINK THERE’S SPACE FOR THE CONVENTIONAL BIKE SHOP IN THE INDUSTRY OR IS BIKE SHARE THE FUTURE OF CITY RIDING? We believe there will be an ever greater migration towards cycling in our cities and there’s absolutely space for both privately owned bicycles and dockless schemes like ofo. In fact, we work in partnership with local bike shops to maintain our bikes.

But there’s no doubt that dockless bike-sharing makes cycling a realistic option for more people, and provides the flexibility that city dwellers need. It has a huge role to play in getting people on bikes by making cycling cheaper, more convenient and accessible to all parts of the local community.

www.bikebiz.com

FIVE MINUTES WITH… ofo

“Bike share has the potential to make cycling more accessible for everyone in cities and make travelling greener, quicker and more fun” Joseph Seal-Driver, ofo

IN THE LONG RUN, HOW WILL DOCKLESS BIKE SHARES INFLUENCE THE DIRECTION OF THE CYCLING INDUSTRY? Bike sharing has the potential to make cycling more accessible for everyone in cities and make travelling greener, quicker and more fun.

Ultimately, we want to reshape the way people travel from A to B, driving the numbers of people cycling from the levels we currently see – two per cent in London – to those we see in cities like Amsterdam.

WE’VE HEARD A LOT ABOUT DAMAGE TO DOCKLESS BIKES, HOW DO YOU AIM TO PREVENT CRIME AND FIX DAMAGE? We’ve found that so far there have been very few instances of misuse or bikes being abandoned, and we’re pleased with how the bikes have been received by locals in Cambridge, Oxford, Norwich and London. Where any issues arise we have large teams of marshals on the ground to deal with them straight away.

We get feedback from customers and residents who tweet us or give us a call so we can respond immediately. We’re confident that the more people use the service, the more people understand how it works, and the better it becomes.

We’ve also introduced a new alarm that sounds if someone attempts to move a bike without hiring it first. We’re confident that this will cut down on the already low levels of abuse.

www.bikebiz.com

WHAT ARE YOUR PLANS FOR EXPANSION? We’re speaking to all the big cities in the UK – our vison is that you can use ofo wherever you go in the UK through one app, solving the last mile transport problem.

Our founder recently spoke at a conference in London and said that he’d like to see 150,000 bikes across London, and to boost the percentage of trips made by bike in the city from current levels of two per cent to beat Amsterdam’s 30 per cent. We believe we can do this in London and repeat that sort of success in every major city across the UK. DO YOU THINK IN THE FUTURE WE’LL SEE DOCKLESS ELECTRIC BIKES? We’ve said in the past that we’re working on electric bikes and hope to introduce them soon.

A LOT OF PEOPLE ARE CLAIMING THAT THE DOCKLESS MODEL COULD FAIL, WHAT DO YOU SAY TO THOSE PEOPLE? We believe that bike sharing is a long-term viable alternative to public transportation, taxis, and driving, and that this will only increase as our cities grow more and more crowded and expensive. It’s important that the industry is run responsibly if we want it to succeed in the long term. The key for us is partnering with local councils and communities to ensure that new technology meets the needs of the local area.

At a local authority level, this means working closely with councils to ensure our service seamlessly integrates with existing cycling infrastructure, with beta launches to gather initial insights of usage patterns, as well as the creation of codes of conduct for bike sharing companies.

December 2017 | 73

SPOKESMAN

For the times they are a-changin’ In which Carlton Reid channels Dylan, Hemingway and climate change scientists

H

ow did you go bankrupt?” Bill asked.

“Two ways,” Mike said. “Gradually and then suddenly.”

This dialogue is from Ernest Hemingway’s 1926 novel, The Sun Also Rises is often wheeled out to describe collapses that happen seemingly overnight but for which there had been portents. Climate change is an example of such. Naturally, one of the things we ought to be doing to save our world (and trade) is to dump motor vehicles, and get on bikes instead. The supposed reasons why that won’t happen are well-rehearsed: people love cars; bikes are dangerous, uncomfortable and unprotected from the elements; and bikes-in-boxes are delivered by HGVs. True, many people are smitten with cars, but when there are too many around (or too little space on the roads) the love affair loses its sparkle. The theory of induced demand explains why building more roads doesn’t help. On the safety front there are plenty of ways of reducing the real and perceived dangers of cycling. Being exposed to the elements is a given, and no amount of there-is-nosuch-thing-as-bad-weather-just-the-wrong-clothing will convince softies who fear that, in the words of Dylan, “soon you’ll be drenched to the bone”. And, yes, bikes are delivered by HGV, but that doesn’t mean they have to be transported this way door-todoor. Cargobikes could provide many “last mile” delivery solutions.

Furthermore, climate change is not the only seismic shift we have to worry about. Globally less important but personally more pressing is the need to make a bike-trade buck. This is getting tougher: the ground underneath our feet has shifted. Shops

NEXTMONTH – Out early January.

Bumper Core Bike preview 74 | Decembr 2017

‘It’s likely that 2017 will see one million fewer bikes sold than in 2016’ Carlton Reid, editor -at-large

“On the safety front, there are plenty of ways of reducing the real and perceived dangers of cycling”

that withstood many previous downturns have, this year, ceased trading. It’s likely that 2017 will see one million fewer bikes sold than in 2016. Losing this many sales – even if most of them are BSOs – is leading to an increasingly transformed market.

Some distribution companies are expanding their ownership of bike shops by taking over those that fail to pay. This has always happened, but it is accelerating. Chiggle and their ilk have transformed how many enthusiasts buy kit, but even the online sellers are having to coalesce to survive. As the market morphs (and the planet warms) some will profit from the tumult, others will hold on tight and hope for the best. Whatever your tactic it’s clear that the bumpy bike-industry ride is far from over.

All the latest news online at www.bikebiz.com Keeping up with the dockless trend

SG: Helmets, bike security and triathlon www.bikebiz.com

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

Order up to 6pm via our B2B website for next day delivery Custom pallet service for orders over £250 24/7 payment through our B2B site Raleigh Academy – an interactive learning portal On-site experience centre New brands for 2017 including RSP Carbon Wheels, Fixit Sticks, Finn & Race One

Get in touch to find out how you could work with Raleigh Bike Parts sales@raleigh.co.uk www.raleigh.co.uk • facebook/raleighbikeparts

Raleigh Strada - giving colourful a whole new meaning.

Introducing the new range of Strada’s. We may be blessed with the cloudy weather here in the UK but who said that our bikes should be dull too? After the success of last year’s models our design team have been busy producing the larger 2018 range and we think they look pretty amazing.

• Lightweight aluminium frame • Internally routed gear and brake cables • 650b wheels and 42mm tyres for increased comfort.

• Eyelets for mudguards and rack.

• Disc brakes

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