BikeBiz June 2019

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June 19

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‘This is more significant progress than we saw in eight years under the previous Mayor’

CONTENT Editor James Groves james.groves@biz-media.co.uk

Graphic Designer Tom Carpenter tom.carpenter@biz-media.co.uk Production Manager Sarah Lamb sarah.lamb@biz-media.co.uk

ADVERTISING SALES Sales Manager Richard Setters richard.setters@biz-media.co.uk +44 (0)207 354 6028

SUBSCRIBER CUSTOMER SERVICE To subscribe, change your address, or check on your current account status, go to bikebiz.com/FAQs or email james.groves@biz-media.co.uk

ARCHIVES Digital editions of the magazine are available to view on ISSUU.com Recent back issues of the printed edition may be available please call +44 (0)203 143 8777 for more information.

INTERNATIONAL BikeBiz and its content are available for licensing and syndication re-use. Contact Colin Wilkinson for opportunities and permissions. colin.wilkinson@biz-media.co.uk

MANAGEMENT Media Director Colin Wilkinson colin.wilkinson@biz-media.co.uk Printed by Buxton Press Ltd ISSN: 1476-1505 Copyright 2019

Biz Media Ltd, Axe & Bottle Court, 70 Newcomen St, London SE1 1YT All contents © 2019 Biz Media Ltd. or published under licence. All rights reserved. No part of this magazine may be used, stored, transmitted or reproduced in any way without the prior written permission of the publisher.

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THE EDITOR

Nomination season Summer finally appears to have arrived in the UK, and as I sit down to write my comment, I find myself inclined to write something considerably more positive as temperatures rise into the 20s.

And as chance would have it, the Mayor of London has just announced that the amount of protected cycling infrastructure throughout the capital has doubled in the three years since Sadiq Khan arrived in office in May 2016.

Khan has described it as a ‘major delivery milestone’ in enabling more cycling in the capital – 116 kilometres of protected cycle lanes are now complete or under construction in London, an increase on the 53 kilometres of protected cycle infrastructure that was in place when he became Mayor. While it’s difficult to ignore that the UK remains some way behind several European countries in this regard, the fact remains that this is arguably more significant progress than we saw in eight years under the previous Mayor, and it’s therefore important we celebrate our victories, both large and small.

And on the subject of celebrating, after months of parrying various BikeBiz Awardsrelated queries, I’m delighted to finally announce that nominations for our 11th annual ceremony will open on 3rd June.

The 2019 Awards have been fine-tuned to ensure they remain as industry-relevant and trade-specific as possible, encompassing ten categories including IBD of the Year, the Cycling Advocacy Award and BikeBiz Woman of the Year alongside various brand and distributor accolades. 2019 will see the ceremony return to the Cycle Show at the NEC Birmingham on 12th September as part of the Cycle Show’s exhibitor after-party.

For more information, please visit bikebizawards.com. We hope to see you there!

James Groves

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

Editorial: 020 3143 8779 Advertising: 020 7354 6028

THE TEAM

Staff Writer Rebecca Morley rebecca.morley@biz-media.co.uk

Rebecca Morley

Richard Setters

Tom Carpenter

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

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

graphic designer tom.carpenter@biz-media.co.uk

+44 (0)203 143 8777

24/05/2019 15:00

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6

JUNE 2019 Opinion

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Utilise your expertise Amazon is stealing all the bike sales. Rachel Makinson looks at what bike shops can do to fight back

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17

The future is now Andrea Boffo looks at why it’s important to embrace two-wheel vehicles as the new urban mobility

Features

17

eBike Summit Rebecca Morley heads to Oxford to look at the barriers to e-bike riding and what the industry can do to overcome them

31 Going dealer direct Alex Trimnell, Muc-Off CEO, and Alex Hall, global marketing director, reflect on an exciting time for the brand

IBD Focus

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The fast track to IBD success Maxxis’ Stephen Robinson discusses how cycle brands can help IBDs thrive in the community in 2019

@bikebizonline

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Opinion

Utilise your expertise

Amazon is stealing all the bike sales. SME’s Rachel Makinson looks at what bike shops can do to fight back

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Opinion

W

hen Amazon first launched back in 1995, it was just a small company that only sold books. Fast forward 20+ years and Amazon is a hugely successful, multinational company selling a whole host of products – including bikes. According to Forbes, Amazon shipped more than five billion items in 2017 with Prime worldwide, and in our highly consumeristic, impatient society, Amazon’s growing popularity is surely only going to continue as time goes on.

How and why is Amazon so successful?

Simply put, Amazon offers an incredibly extensive product range, at low prices with fast and reliable shipping. Plus, shoppers don’t even have to leave the comfort of their own homes to make a purchase. It is an extremely innovative company that is continually seeking new ways to improve the ease and quality of the customer’s browsing and purchasing experience.

In more recent years, Amazon has also launched a visual search engine that allows its users to point their phone’s camera at any item that has taken their interest, and instantly view a multitude of similar items on Amazon’s website. Such innovation is difficult to compete with.

The problem If someone comes into your shop, likes what they see but then scan-searches it for purchases via Amazon, what can you do? Amazon Prime membership offers free next-day delivery.

As a smaller bicycle retailer, how can you manage to deliver orders with the same rapid efficiency and affordability? Your business might stock 100 different bikes, but Amazon stocks 1,000 different bikes and all the helmets, clothing and accessories that could ever possibly come with it, so what are you going to do about it? While stopping Amazon from stealing all your bike sales might seem a completely unattainable challenge, there are in fact many, many ways in which you can mitigate its thefts and up your sales…

Always have a business website In this day and age, it is absolutely essential to have a smoothly designed and well-run website to maintain a successful and profitable business. E-commerce is beating the high street in the UK – 51% of consumers say they prefer to shop online instead of at physical stores. Consequently, if you do not have a website, you are instantaneously cutting your business off from at least half of your potential market.

It is, however, also very important to ensure that your website is easy for your customers to use. Online shoppers will lose patience quickly with a website that is slow, confusing or unattractive to the eye, meaning they may click off your website and instead hop straight onto Amazon if your website isn’t up to scratch.

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Part of Amazon’s huge success is due to its website’s simple and aesthetic layout, making it easy and quick for customers to browse and shop. The Amazon website provides its users with a space to save items to their ‘wish list’, it recalls shoppers’ browsing history and remembers payment details so that customers need only make one click to secure their order.

If you are struggling to design a website for your business that is sleek and efficient, know that you are not alone and there are hundreds of affordable website designers out there who can sort it out for you.

While hiring a website designer will cost money, you should view it as an investment that will help to bring more sales in the future. Make sure your website looks modern, sleek and professional and stands out from other small business websites. Adding a feature which allows customers to ‘chat now’ will also provide an easy means of communication which will help you to secure shoppers’ confidence and more sales in the future.

Data capture Data capture is an immensely useful tool to encourage customers to shop with you again. It provides you with a means of more targeted advertisement and allows you to promote deals and new products to people who you already know are interested.

Email out promotions and information on new product launches often to tempt customers to buy again from you but be careful not to overdo it. Sending out daily or weekly emails will be off-putting and ultimately just annoying.

Sending out fewer and better put together promotions will be more successful in grabbing the attention and interest of your target audience.

For in-store bike sales, capturing data through an app or a computer programme rather than by paper will be much more efficient and professional, and you will be much less likely to take down customer details inaccurately. However, if a customer does not wish to provide you with their details, do not push them to do so as being overly insistent can easily create a negative impression.

Reliability and trustworthiness Another reason for Amazon’s huge and widespread success is its reliability. Forbes states that Amazon has earned our trust by delivering the products we want on time, intact, in the same branded brown boxes – consistently.

If your bike business can deliver the same high standard to service, then you are going to be much more likely to secure yourself sales that might have otherwise gone to Amazon.

Forbes focuses on the importance of speedy delivery as well as sturdy, protective and professional packaging to generate a good reputation and image for your business.

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Be sure to use an efficient courier service when sending your products out to customers and try to keep the packaging you opt for as sleek and attractive as possible, whilst also ensuring products are well protected to avoid potential damage.

Offering free delivery, if you can, is an added incentive for customers to purchase from you. If this is not viable for you, try instead to provide delivery at the most affordable rate you possibly can. Offering free returns is another fantastic way to build a trustworthy reputation for your business: buyers will feel much more confident in making purchases with you knowing that they are able to return the item free of charge if it isn’t right for any reason. But, by ensuring that your products are of great quality, returns are something you should hopefully be able to avoid. Having great quality products is, of course, essential to building a reliable and trustworthy reputation for yourself and your company.

A brilliant way to demonstrate the superior quality of your products is through a blog. Whilst Amazon may be able to provide customers with an unbelievably extensive selection of bikes and cycling related products, you almost certainly can offer customers much greater expertise and product knowledge, which you should undoubtedly use to your advantage. Starting up a blog is a great way to provide your customers with in-depth product detail and thus promote your stock. A blog provides you with an opportunity to explain to a potential customer why it is that your bike and related products are superior to those which are available on Amazon.

Consider hosting in-store promotion events This suggestion might not be suited to every cycle retailer, depending on the size and staff-availability of your business, but, if you are able to host in-store promotion events, it’s certainly something you should consider as it’s a fantastic way to create a more personal relationship with your customer base – which large, multinational companies such as Amazon can’t do.

Host fundraising events for local charities or give talks and demonstrations on the latest products. Events such as these will allow you to really get to know your customers whilst promoting your business and creating something much more niche than what Amazon can offer.

The bottom line…

While competing with larger online retailers and multinational, hugely well-known companies can feel like an ever increasingly impossible challenge, there are advantages that you, as a smaller cycle retailer, in fact, have over them.

Use your product knowledge and expertise to its full potential to draw in cycle enthusiasts who want more than what Amazon can offer them.

If you have a physical store, utilise that daily to its fullest potential: encourage customers to come in and try out the bikes you have on offer.

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This is something shoppers can’t do through Amazon until they have already paid for the bike and had it delivered.

Make the very most of what you can offer to customers that Amazon cannot, whilst also building up a reliable reputation for your business and ensuring to promote your products in order to build up as large a sphere of influence as possible, increasing your bike sales and thus profitability in the long term. n

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23/05/2019 12:47

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12/02/2019 15:50

OPINION

The future is now Andrea Boffo looks at why it’s important to embrace two-wheel vehicles as the new urban mobility

M

ost modern cities are designed for cars. But cycling is changing the way people move around cities. Across the country, there are different policies to make cities bikefriendly. Liverpool plans to become the fastest-growing cycling city by 2026. Cardiff is building its first segregated cycleway in the city centre.

It’s clear urban cycling mobility is on the rise. It may not be at the same level as countries such as Denmark, but it is clear there are many policies in place to increase cycling in urban areas.

Urban cycling health benefits As an example, 21% of all trips in the Netherlands are made by bike.

The percentage is impressive. But apart from the mobility aspect, there are many health aspects to consider as well. Of course, cycling in busy traffic is not the healthiest, but it sure beats sedentary methods of transportation such as driving.

One of the areas where cyclists are actually healthier than other commuters is with fitness levels. Cyclists have lower weight and reduced obesity risks. Losing weight and having a healthier body mass index are strongly impacted by regular cycling. There is also supporting evidence that shows cycling aids with our health in old age. With a stronger immune system, cyclists are known to be healthier and less prone to various common illnesses such as colds.

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Cycling health benefits also go beyond the physical. There is supporting research data to show how cycling positively impacts brain health, mood, and energy levels. It has been shown that even cycling for 20 minutes per day can combat depression, one of the most common problems of modern societies. Studies also show cycling is one of the top activities for general mental health, as long as it is performed on a regular basis.

With lower body weight, cyclists have the ability to reduce heart problems. With a better mood, cyclists are able to live happier. The combination of these benefits alone should be enough to prompt more people into living the future in the present by cycling more.

The economic benefits of urban cycling On an individual level, cycling health benefits are unmatched. But there are other types of benefits cities can count on as well. Economic benefits are hard to overlook as cities need money to run properly. One of the distinct advantages of high cycling percentages in city centres comes with higher retail footfall. Practically, people may still be able to walk to their favourite shops in city centres instead of driving to a shopping mall in the detriment of small businesses located in the heart of cities across the country. In Europe, cycling now creates over 650,000 jobs. From making bikes to running service shops, these jobs can scale even further if more people would embrace two-wheel urban mobility.

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In 2015, the European Cycling Forum also published an interesting study on cycling economic benefits. It looks like cycling paths and roads which don’t have busy traffic also lead to higher home prices.

This is why cycling can also influence property prices. In a way, this has two explanations. First of all, if an area has lower car traffic, it also has less pollution. Secondly, these areas also tend to be calmer and generally friendlier to families.

Bicycle infrastructure as a method of boosting income The development of new bicycle infrastructure can lead to a series of benefits which mainly start with economic gains. In terms of economic growth, each city has a personal approach as each municipality has a different budget. For example, it has been calculated that if 20% of Liverpool’s population would cycle, the city would gain £31 million per year. The same municipality has calculated that if 10% of the population would actually cycle, the NHS would save £250 million per year. At the moment, it is estimated that only 2% of the country is actually cycling.

Creating more bike lanes is crucial for basic cycling infrastructure. But closing off entire city areas can also come with its own benefits, such as reducing accident rates or eliminating congestion problems. One of the areas where cycling infrastructure can come with serious health benefits, however, is actually with carbon emissions. Not all municipalities worry about the ecological footprint at the moment. But going back to the example of Liverpool, which is a city with a lower car ownership rate than the rest of the country, reducing carbon footprint is still a top priority. The city plans to reduce emissions by more than 30% by 2024.

In turn, this will also reduce the pressure on the NHS as people will become healthier. It will also reduce commuting time, especially at peak hours. Most importantly, such measures can also provide free access for all people in the city centre.

Bicycle tourism opportunities Bike tourism is an emerging field of possible economic growth. There are public and private organisations which now leverage the opportunity biking has with tourism. From taking cyclists on green hills to taking them around city landmarks, bike tourism has large potential. Those who want to try bike tourism both inside and outside the country at events such as the Tour de France can have a look at various cycling break discounts for the latest events and dates.

But bike tourism is closely related to bike sales and rentals. This is why cities have now accepted many people don’t even need to own a bike. Large metropolitan areas are now offering various programmes with docking stations across the city to allow both residents and tourists to explore the city and move freely at their own pace.

A few limitations of urban cycling across the country When it comes to embracing urban mobility on two wheels, it’s also important to assess current risks. Cycling infrastructure in most cities is still developing. It is also why more needs to be done in order to reduce the number of accidents and other risks associated with cycling in urban areas.

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OPINION

The good news is that municipalities understand the importance of road safety and infrastructure. They go hand in hand. In fact, it has been shown that most accidents happen in intersections, where cyclists meet drivers. A positive example comes from London’s Blackfriars Road where the traffic lights were synchronised to increase road safety.

The city decided to programme the lights in a way in which cyclists and cars would never pass a major intersection at the same time.

Pollution is another major concern. Simply cycling in the area with high traffic can lead to various respiratory issues. Inhaling petrol fumes is very dangerous and as a result, more cyclists are now wearing respiratory masks to protect their own health.

Examples of what is currently being done Apart from public policies implying investment in infrastructures such as creating dedicated bike lanes and green walls between traffic and cycling lanes, there are other interesting options which are or which can be applied right now to make cycling the future.

One of these strategies comes from Norway and it is based on the principle that cycling should also be done in areas with hills, where it would be harder to do so if simply based on individual strength. The Trampe bicycle lift is one of the ideas specifically tailored to give cyclists a helping hand when going uphill. At the start of the bike lift, cyclists push a button to emerge a footplate from the ground. This small metal plate pushes cyclists uphill. Such investments in infrastructure could bring cycling in the areas where it would not be otherwise possible.

A new cycling concept is also applied in London. Since building bike docks can be expensive, the city is working with a small number of licensed operators to lend bikes across the city. Practically, bike docks are not needed in this case. This would lower cycling costs for cities even further. In some municipalities, it would even eliminate the need for bike docks completely.

But the biggest problem urban cycling has at the moment is simply covering large areas with bike-friendly routes. Simply creating a few bike lanes in the city centre is not enough, at least from the perspective of safety. Linking cycling to other transport infrastructure is crucial. For example, cyclists should have the possibility of commuting safely from the train station to any part of the city. In the Netherlands, this is already a reality. Cities are now planned so that cyclists can easily connect to other transportation methods.

Final considerations Embracing cycling is now a reality and the future of cycling might already be a reality in many countries. In the UK, there is evidence to show that larger cities are taking steps in ensuring cyclists have the infrastructure they need to stay safe and well-connected on public roads. Most importantly, cycling remains a fun way of commuting while staying healthy. Cyclists can burn a few hundred calories in a half hour bike ride.

With lower BMI, they can achieve lower body weight and have a healthier body. At the same time, cycling can also create a feeling of community, a feeling which is starting to become rarer in larger cities. n

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FEATURE

Propelling the business of e-bike mobility Rebecca Morley heads to the eBike Summit in Oxford to look at the barriers to e-bike riding and what the industry can do to overcome them

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he eBike Summit, the first dedicated international business event for the e-bike industry, was held at Oxford University’s Wolfson College on 10th April 2019. It brought together industry players and business leaders from cycling bodies, cycle manufacturers, the retail sector, investors and the public sector, with the aim to create a business forum to ‘propel the business of e-bike mobility’.

Many speakers took to the stage, with panels discussing cities and mobility, pleasure bikes, e-cargo bikes, commuters, and

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infrastructure and investment. In between each panel was a networking session, designed to give the opportunity to connect with other delegates and start the process of building meaningful business relationships. The day kicked off with a video message especially for the summit from the minister of state for transport Jesse Norman (since named Financial Secretary to the Treasury), which served as a ‘marker of just how much potential the e-bike sector has’, according to Ade Thomas, executive director of Green.

TV, who headed up the summit.

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FEATURE

‘Let’s think big and shift our baseline of understanding around the potential of e-bikes to take over from the car.

Reach out – connect with a wider audience’ In his welcoming speech, Thomas shared his thoughts on his own journey into the e-bike sector and the potential it has: “Let’s think big and shift our baseline of understanding around the potential of e-bikes to take over from the car. Reach out – connect with a wider audience. The room is full, which is great, but it’s full of white middle-aged men.

“There’s a world of people out there waiting to be excited about e-bike cycling and a world of new customers too – so connect with them. Work together – the cycling sector is made up of small and medium-sized companies and organisations, and with that I think comes a degree of insecurity and perhaps a fear of competition. I would suggest that we should embrace the opportunities that are opening up. Look to make new friends and forge partnerships. The eBike Summit is dedicated to making the time and space available for that.”

Barriers to cycling The morning keynote speaker was Andy Naylor, consumer service manager at Raleigh UK. Naylor spoke of the growth that the e-bike sector has seen in the UK, which, while still relatively small in the context of Europe, is a rapidly growing sector of the market.

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FEATURE

He said: “If you take some examples from across Europe, last year in Germany alone there were a million e-bikes sold in the market, which is significantly higher than in the UK. More than half the bikes sales in the Netherlands last year, if you exclude kids bikes, were e-bikes. We can see two leading examples in the rest of Europe, and I think it’s now the UK’s turn to catch up with the rest of Europe in terms of e-bikes sales.

“The question that was posed by Ade before the summit was really about: ‘What are the barriers? Is infrastructure really the key to all of this?’ If you take the infrastructure in both the Netherlands and in Germany, they’re way ahead of us in terms of what they do.

“From a UK perspective, the infrastructure really is key. Going alongside that infrastructure, it’s really about getting the right culture, and having that right cycling culture so that motorists get their own space on the road alongside people who are choosing to use bicycles to commute on. Really from a cultural point of view, the UK has a lot of catching up top to do. I think that in terms of cycling culture if you go to the Netherlands you can see that. It really is about bike first, and if you ride a bike around Amsterdam you very rarely have to give way to traffic, you normally have the right of way.”

Also addressing the topic of infrastructure, Nick Chamberlin, policy manager at British Cycling, said: “E-bikes have two roles to play in the future. Certainly one for recreation and of course for transport.

“Both of them require the infrastructure that will make people feel safe so that e-bikes are a real alternative to cars for some journeys. I believe that public e-bikes are going to be absolutely critical to make expensive e-bike technology available to more people and it is so exciting to hear about what’s happening in that public bike space. There is a unique opportunity for Britain to be at the forefront of design and innovation.

“Every time an e-bike gives someone the confidence to start riding for the first time or ride more than they currently do, the technology has absolutely demonstrated its importance and its impact.”

Other than infrastructure, barriers can include the cost of purchase and maintenance of e-bikes, the limited number of e-bike retailers, fitness levels for certain people, the perception of cyclists, and the notion that ‘e-bikes are for old people’. According to Naylor, we’re seeing a change in the market, with more and more young people actually considering an e-bike as a viable alternative to a motor vehicle.

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FEATURE

In terms of opportunities around the cost of ownership, we’re already seeing bike to work schemes which allow users to go over the £1,000 limit. For retail, it is important to have e-bike specialists, which Naylor said there is a rise in, and demo riding is also key, with stores that have the stock available for customers to try. With the number of bike shops that have closed down in recent years, this could be a real growth opportunity for retailers.

Duncan Dollimore, head of campaigns at Cycling UK, said: “Our strategy is to get millions more people cycling, simple as that.” But when it came to talking about the barriers and opportunities that surround e-bike riding, he said there’s a danger of ending up in a conversation about numbers, talking about how fast the European markets have grown and the percentage increase of e-bike sales – and why the UK market has been slower to progress.

“You start talking about that, and you forget the equally important issue, which is: ‘What are the demographics? What are the groups that are taking up e-bike use? What are the barriers to particular groups?’ The Government last year touched upon this when it had a consultation on the future of mobility, and it probably caused no surprise to hear that as a cycling charity, we focused very much on e-bikes. But as well as making the case for more e-bike use, we were very keen to focus on core support for particular groups to take up e-bike riding.

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‘We need to look at older people, health patients, those with disabilities, and those from lower income groups who are faced with transport deprivation.’

“We need to look at older people, health patients, those with disabilities, and those from lower income groups who are faced with transport deprivation.”

In terms of removing some of the barriers people may face when wanting to cycle, he said try-before-you-buy schemes are already proving successful in helping people get over their lack of confidence that they may have about taking up a new activity, purchasing a new type of vehicle and trying a different form of transport. Dollimore said that’s why last year the charity’s main call when it responded to the Government was that there needed to be some more support, whether it’s central, local or industryled, to actually develop more community-based try-beforeyou-buy schemes, because otherwise, we’re going to have the

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same demographic coming into e-bikes which won’t achieve the maximum benefits and potential for people.

He added: “Money can be used as the excuse put forward by those who are lacking in confidence. Those who are lacking in confidence need to have some encouragement to try something new. I think my message to you today is as well as thinking about expanding e-bikes as a concept overall, think about how we can get a wider group of people involved riding e-bikes, because it’s that group of people where there’s the greatest opportunity to maximise the benefits that this incredible technology presents.”

Incentives On the cities and mobility panel, Richard Thorpe, founder and managing director at Gocycle, spoke about increasing incentives in order to encourage people to ride e-bikes: “I think there are four different categories: infrastructure, awareness, cost and incentives.”

He said if we want people to get out there and tackle those barriers to getting on an e-bike then we need to pay them, because the net benefits to society are positive. “I came to the point where I thought, we can sit here and talk about what someone else should do or policies we should have in place, and I go back to that 17 years since I started the company, and I felt like: ‘I need to do something about this today’,” he continued.

He announced that Gocycle employees will be entitled to claim 40p per mile when choosing to commute to the brand’s Chessington-based headquarters on an e-bike rather than using a car. He said he is confident that the Government is going to come back, maybe in five years time, and give the brand credit for all the e-bike miles that it has paid its staff and the net benefits to society that it’s going to bring.

Pleasure bikes The summit also had a panel on pleasure bikes. Danny Cowe, business development executive at Mountain Bike Centre of Scotland, spoke about the barriers to e-mountain biking, including the fear from landowners that e-MTBs are similar to motorbikes, in that they will ‘churn up’ the hillside and cause ‘massive disruption’. Whilst this may have been the normal experience in the late 1980s/early 1990s of mountain biking, he said this was changed by good infrastructure.

“It’s just the same with e-mountain biking, we need to invest in the infrastructure. The only difference with an e-mountain bike is more people can get over the barrier of that hill or that mountain.” He also talked about the tourism aspects of mountain bikes, with e-MTBs having huge growth potential.

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Getting young children and families involved is also a bonus, and e-MTBs can have positive benefits on mental health.

Charlie Mellor, general manager at Hummingbird, also spoke of the enjoyment aspect, and said: “The first experience of an e-bike is something that I think will also stay with you, getting people onto a bike and getting them to experience the excitement is something which we can join and try and spread.”

E-cargo bikes The summit also addressed e-cargo bikes, and the benefits they have on businesses.

Paul Mather, global vehicle solutions lead at Deliveroo, spoke about the advantage of riders using e-bikes versus pedal bikes, saying e-bikers do 20% more orders an hour than pedal cyclists, leading to a ‘significant’ increase in earnings.

This is because e-bikes can increase a rider’s speed and also decrease fatigue.

He said: “The opportunities for e-bikes, for us, is about making being a delivery rider more inclusive, so you don’t have to worry about being physically fit. Maybe you even have a medical problem, but you’re able to deliver food on an e-bike comfortably, safely, you can wrap up when it’s rainy or when it’s windy, and stay warm. We only think it’s a question of time before the vast majority of our riders globally are using e-bikes.”

Dr Kevin Golding-Williams, head of cycling and walking policy at the Department for Transport, referred to the video message from Norman at the start of the day, and said: “As you will have seen from the video message this morning, you’ve got a massive supporter on e-bikes from Jesse Norman, in fact when I did get signal briefly when I was outside, I did see he’s asked for feedback, he was asking how it’s going.

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FEATURE

“The Government recognises the opportunity for e-bikes and e-cargo bikes to deliver the Government’s objective around doubling cycling as outlined in the statutory cycling and walking investment strategy, which is a real game-changer in how we approach both cycling and walking in England.”

Also at the summit, a new, technology-led, e-cargo bike manufacturer from Oxford, Electric Assisted Vehicles (EAV), launched its new company and announced its new Project 1 (P1) e-cargo bike. EAV has assembled a team of engineers from the automotive, motorsports and aerospace industries in order to produce a ‘culturally focused’ solution to sustainably ‘disrupt’ the way products and services are moved.

Its approach has been to conceptually ‘engineer down’ from current Light Commercial Vehicles rather than ‘engineer up’ from the bicycle. In doing so, it said operators of the P1 will still find “many of the elements of using a van they’re used to, but with the immense efficiencies and zero emissions of the e-cargo bike”.

Commuters Caroline Bartle, research fellow at the University of the West of England, presented research from an e-bike survey, which aimed to find out why people are riding e-bikes, in particular for commutes,

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and what some of the barriers are to people who aren’t. The survey had just over 2,000 responses, and out of its respondents 30% were women and 40% were over 60.

Reasons why people were commuting by e-bike included help with getting up hills, it being less expensive than driving, better for the environment, getting to work less sweaty, cycling further on the commute, and also getting some exercise.

However, the research also showed that a lot of people said it allowed them to continue cycling when they might have felt pressure to give up, whether that was because of age, being less fit, an injury or illness. Among the younger demographic in the sample, respondents spoke of the convenience with managing a work/life balance.

On the reasons why people were not using an e-bike to commute, Bartle said: “Often it was because of the commute distance, it’s too long. But the issue of heavy traffic and not feeling safe came up quite a lot, just as it typically does with normal cycling. Still, people consider them to be too expensive, and this idea that e-biking is lazy did come up quite a lot.”

Julian Scriven, Brompton MD, spoke about the brand’s folding bikes, and said bikes should be integrated with other transport where possible as not every journey can be made completely by bike.

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FEATURE

He said: “The whole point of Brompton is that it integrates with other forms of transport – it’s a commuters’ tool, it’s definitely not a sport bike, it is a bike for a purpose.”

He added: “I’m all about trying to get the integration of transport.

For me, folding bikes, whether it’s a Brompton, a Hummingbird or one of the other great bikes that have been built out there, if you can integrate with other transport, then we’re going to have success.”

Health and wellbeing Tim Jones, reader in urban mobility at Oxford Brookes University, spoke about the health benefits of e-bikes, and the Cycle Boom study carried out by the University of Reading and Oxford Brookes University. The research found that cyclists between the ages of 50 to 83 experienced cognitive and mental health benefits from riding a bike, whether it was electrically assisted or pedal powered, and people using e-bikes actually reported an even greater improvement in brain function and mental wellbeing as people who used standard bikes.

The additional benefits e-bikes provide to older users have an effect beyond increasing physical activity and can play a part in encouraging this demographic to cycle.

Luke Harper, HSBC’s head of British Cycling partnership, talked about the bank’s involvement in the ‘normalisation of cycling’. He said: “We partnered with British Cycling to launch a whole load of Let’s Ride series, so you may or may not have seen we’ve closed down 16 city centres across the year, in the likes of Birmingham, Manchester,

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Sheffield, Leeds, and we’ve closed those roads for the day. Why? Because it gives families and children the chance to use the road when there are no other vehicles and give it a chance.”

He continued: “Let’s Ride is our strategic vision – it speaks around greener, fitter, healthier. There aren’t that many sports you can do on your way to work. Some people run, but you can’t generally play rugby or hockey. Cycling to work gives us that sense of: ‘I’ve burned some calories, I’ve saved the planet and I’m ready for work.’

“The greener, fitter, healthier piece in the strategy that we’re on, and this piece around families, females and first-timers, the three Fs. If you’re already running or cycling it’s not difficult. If you haven’t been on a bike for 20 years it’s bloody difficult, and that’s where I think electric bikes are kind of the saviour of cycling.”

Louise Upton, councillor, cycling champion at Oxford City Council, spoke about the health benefits of e-bikes, and the ‘myth’ that you don’t do any exercise when you’re on an e-bike. It’s not a scooter, she said. But like many people throughout the summit, she also talked about the safety aspect, as in order to encourage more people to take up cycling they need to feel safe on the roads.

The need for investment in good infrastructure was a theme that came up again and again throughout the summit. “If we want to get people onto bicycles we have got to give pleasant and safe cycleways to do it on,” Upton said. “That’s the only way we’re going to get the elderly, people bringing their children and the three Fs mentioned earlier: families, females and first-timers.” n

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FEATURE

Gallivanting around Online cycling service Gallivant launched back in March, delivering a ‘brand arcade’ to highlight interesting innovative products that may be going unnoticed. James Groves caught up with co-founder Chris Gomez to find out more about the site’s ambitions Can you give us a little background on Gallivant? What inspired the idea?

The idea of Gallivant.bike came when I was at bicycle show Spin in 2017 with my commuter accessories brand, Dry Patch. Ben Silcox, Gallivant’s other co-founder, was helping me out at the show and remarked that of all the small businesses exhibiting at Spin, he hadn’t heard of any of them. Further conversations with the founders of those businesses shed light on the fact that they all found it very hard to “get found”. The budget a small brand needs to spend on marketing to really have any impact is very high – too high for most small businesses. Having spent our careers in media and marketing, we soon deduced that cash was being burnt on

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marketing that probably wasn’t doing a great deal for them. Often these brands either didn’t want to or were unable to be taken on by any of the large retail or e-commerce players. As a result, many of these wonderful designs weren’t seeing the light of day.

After almost a year of stewing on the idea of a marketplace that not only supported these smaller companies, but also could become a community for “normal cyclists”, we decided to put it to the test. We put together a piece of research that asked the question: “If we build it, would you come, what would you want to see and how would you use it?” This was distributed throughout the UK via ICM Unlimited. The response was very much positive, so we decided to go for it.

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‘Our community is all about discovery. Whether that is discovering a festival nearby that you can cycle to with your family, discovering a new route to work or discovering a new brand that you had no idea existed’ What unique services does Gallivant provide?

Our community is all about discovery. Whether that is discovering a festival nearby that you can cycle to with your family, discovering a new route to work or discovering a new brand that you had no idea existed. For us, it’s key that our brands have a story to tell. We know that people want to engage more with brands, and we hope we will be providing a platform to tell their story and showcase their products being kickstarted into the mass market.

We will never just sell a helmet. We sell the story behind that helmet – the journey the creator has been on to get to this point, and link relevant content to that helmet whenever possible. We want people to come to Gallivant and find something that they didn’t even know they were looking for. And for that reason, they want to come back again and again.

What sets Gallivant apart from similar platforms?

We have coined the term Pedal Speed. We think life is better at Pedal Speed. Pedal Speed is the speed that is just right for you whether you’re a daily cycle commuter or a once a month adventurer. We know there are a lot of websites for cyclists and the cycling community out there. Whilst Gallivant is a place for all cyclists, we want to make it a place that particularly inspires normal cyclists. The some eight million or so people that say they cycle occasionally. If we can provide those people with the ideas, inspiration and kit to cycle more, then we have done our job.

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How do you go about supporting IBDs? As we have mentioned, the idea is to support growth, not only of sales, but also of brand engagement. Gallivant allows the brand to tell their story and encourage engagement, not simply by selling products, but with video, written content and brand imagery across all the brand pages. Through a membership fee, we create a central marketing fund that allows us to buy media at scale – which means benefitting from greater discounts and better deals on media. We also have a central PR function that spreads the Gallivant story and will also include brand launches and stories.

And, perhaps most importantly, our marketing strategy is about finding new audiences. Not the traditional top-level cycling audience and not the generalised eBay, Etsy, Notonthehighstreet audience, but a targeted lifestyle and bicycle focused audience.

We’re pulling together a number of different kinds of content that makes the site feel like a magazine. We have the To Do list, which will provide regular lists of things to do on your bicycle. We have the Stories section which will be populated with stories about inspirational people and inspirational things on bicycles. We have the Real Reviews section where a cast of regular reviewers will talk about the new products and brands we bring on board. And finally, we have the My Ride section where we feature our users’ stories of why they cycle, what they get out of it, what they’ve experienced while riding. It is a genuine old school blog page, if you like, where people can share, discuss and comment.

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FEATURE

Photo by Chris Barbalis on Unsplash

We have some big plans in the offing to create a more real, physical community as well.

How does Gallivant go about selecting the brands it showcases?

Many of the brands we have on the marketplace now are people I have met along the way with my brand, Dry Patch, at shows and fairs. We also proactively search out brands, typically looking on Instagram, Facebook, etc. We’ll make contact with them, tell them what we’re all about and ask them about their story. We then look at whether the products are of the quality we would be happy to use. If both those fit with our values of discovery, participation, opportunity and identity then we start building their brand on the Gallivant marketplace. What is incredibly pleasing for us is that we are already being approached by brands to see what we are doing and want to be part of it. That’s a great feeling.

We believe that with factors like climate change, the state of the economy, a generally better understanding of health, mental health matters and the pressure of family life... the bicycle can play a massive role in all of these. What we want to do is get more people cycling a little further through inspirational content, wonderful products and a sense of community. There’s a lot of bicycle website and communities about. But they tend, on the whole, to represent the cycling niches. There are around nine million people who cycle in the UK. The vast majority of them only cycle occasionally and Gallivant is about providing a community for those people. We hope to help them find their Pedal Speed.

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How have your partners and customers reacted to the new website?

Overwhelming positively! We have a site that really reflects what we are trying to do. As with any new site, we have a lot of development still to do and as we learn more about what our customers and the brands want, how they interact with the site and as we generate more content the site will change and evolve. What was always important for us was that it didn’t feel like every other bicycle e-commerce site and we absolutely feel like we have achieved that.

With the launch now behind you, what’s next for Gallivant in 2019 and beyond?

Of course, we want to bring more and more wonderful independent brands into the Gallivant community. Beyond that and the general development and evolution of the site that will come with learnings, we plan to introduce some really cool tech to the site that we can’t actually talk about (which I appreciate sounds a bit over the top but it’s top secret).

We will be launching a number of social campaigns including organising local rides for families and creating a central hub for people to find their local cycle mechanics, so supporting that side of the independent bicycle-based businesses. And our long-term aim is to host seasonal Gallivant events – where a show for our independent brand partners will meet a festival environment.

Right now it’s about focusing on making Gallivant.bike the best community-based e-commerce platform it can possibly be and inspiring people to roam further on their bicycles. n

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FEATURE

Going dealer direct Rebecca Morley sits down with Alex Trimnell, Muc-Off CEO, and Alex Hall, global marketing director, to talk about why now is such an exciting time for the brand

“W

e’re 25 years old this year. We’ve always had yearon-year growth but particularly the last 12 months, we’ve really been accelerating and it still feels very much like a start-up,” says Muc-Off CEO Alex Trimnell, sitting down with global marketing director Alex Hall in the brand’s new head office in Branksome, Poole. Muc-Off has moved to a larger facility as a result of its growth – in the last year it’s gone from 35 people to 50, as a result of the continued success of the business.

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Trimnell adds: “We’ve been really fuelling investment in the team, in the talent within. We’ve added 15 people to the business in the last 12 months, hence why we needed to move. But also we really want to invest in talent, and I think that’s been the key thing, becoming a lifestyle brand and becoming more global, having people with the experience.

“The business has grown to the point where we can attract, and I think more people are interested in the lifestyle and not just salary, and Poole offers a great lifestyle. So, that’s been a really key drive for the last 12 months. That will only propel us further. The team is so new, there are so many new faces around the office, so that’s only going to fuel things further.”

In-house talent Trimnell says that despite cleaning and maintenance not being the sexiest category in the bike industry, Muc-Off has thrived in making it more fun for dealers. “It’s become a very important category, particularly as service is getting more and more important for IBDs,” he says. “I think we see the category growing.

“We do all the product development, design, marketing, and selling in-house. We’re a very consumer-focused brand, creating content and social stories, we do all that in-house so that’s a big part of us being a very relevant brand that’s really trying to talk to consumers.”

Hall adds: “We’re a big part of driving people into the stores, for independent bike dealers. You still have to get your bike serviced, a lot of people still have to go in and talk to mechanics

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‘The business has grown to the point where we can attract, and I think more people are interested in the lifestyle and not just salary, and Poole offers a great lifestyle.’ and understand the relevance and the meaning behind having these products.

“An in-house creative team is a huge amount of effort and investment for the business, but what it results in is all the incredible content you see on our social channels, all the incredible stuff that we create for our athletes, and that’s the thing that people connect to.

“To support all that requires that investment, and we’ve got an area now where the guys can shoot in-house and they don’t have to go from location to location, especially for our close up bike and motorbike shots that we do. But all of that takes investment and resources, but it’s paying off.”

“It really is,” Trimnell adds. “I think we’re structured now with the office, we’re structured to be a lifestyle brand and it’s like a content machine really. We were in a first-floor office in our old office so when we had dirty bikes we had to bring them up the stairs, so life’s going to be much easier. It just means we can push, and put our foot on the accelerator harder now.”

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FEATURE

Building momentum Muc-Off’s business is booming, with current year-on-year growth about 30%, and that momentum doesn’t show any signs of stopping, Hall says. “When you’re growing that quickly as a business you want to be able to capitalise on it and make sure your dealers can capitalise on it. There’s that much interest in the brand, we’re seeing it in social, we’re seeing it in sales, we’re seeing it in the reaction to some of our products that we’re launching.

“To be able to go after that sort of growth means just continuing our own internal growth, so mirroring that revenue. I think in the macroeconomic climate that we’re in, and where people have concerns about physical bike stores and the bike industry, to be able to buck that trend and help our stores and retailers buck that trend as well I think is a really important thing for us.”

Trimnell adds: “The internet can’t fix bikes. It’s supporting dealers, and that again is a big driver of why we’ve gone direct, that we can work face to face with dealers to drive their servicing, support them on that servicing, and to support their mechanics, because that clearly is a future-proof revenue stream for a bike dealer, there’s always going to be a need to have bikes serviced.

“We really want to fit that future profile of an IBD and help them ultimately make more money and sell more products. When MucOff started it was all dealer direct, so we’re kind of going back to our roots and it feels really good. To have those conversations and react and support straight away is really exciting. It really fits our whole DNA as a business really, we try and over deliver on service wherever that may be. We want to have partnerships, it’s not just

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about selling products and saying that’s it, it’s a real partnership and that’s exciting for us.”

Going dealer direct Muc-Off recently announced the launch of its dealer direct programme, offering independent bike retailers the opportunity to open a direct account with the brand. On why the brand decided to do this, Trimnell says: “We’ve had lots of different distribution strategies in the UK. We’ve been multi-distribution, we’ve been exclusive with big distributors and exclusive with smaller distributors, and I think it’s always been something that we’ve thought about because it does make sense.

“We are UK-based, and we have a distribution facility so we could supply, but there’s always been so much going on, particularly with export and growing the business, that we just felt that wasn’t our primary focus before. That’s the beauty of a distributor, it allows you to carry on focusing on the product development and marketing and all the other things.

“But I think now we’ve got to a point in the business with the scale we are and the team, that we felt we can give dealers a deeper partnership than we can get through a distributor.

Distribution has been great for us and it continues to be a critical part of our business obviously for export, but it’s got to the point where we can invest in our own B2B site. That’s a significant investment and we’ve not been able to afford that until now, and having our team on the road and out there talking to dealers.

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FEATURE

“It came to a point where we thought the environment’s changing, the internet’s clearly changed the bicycle industry, dealers want more, they want to work closely with brands, they want to feel the energy. As good as a distributor can be, the energy is less than when we deal directly with the brand. We know we can drive innovative product level, opportunities, and merchandising opportunities that won’t ever really work through a distributor.

“So I think on many fronts we’ve warmed up to it, but we just felt that this was the year to do it. It feels like it’s a very significant year for Muc-Off. It just feels like a fresh start on so many levels.

It really does feel like a start-up, it’s a very talented and hungry team. It just came to a point where we just thought this is the time, it feels right to do this and the response already seems to be fantastic.

“Dealers seem to be really open and keen to do that. Obviously, as a maintenance brand going direct we were nervous that shops may say: ‘not interested, we don’t want to open an account for one brand’, but we’ve not had that at all. It’s been a really great start.”

Hall adds: “For dealers, how do we lower the hurdle to make sure that they’re selling as much Muc-Off at the best price possible? Lowering those hurdles means having a great B2B website that is very easy to go on, delivering on great credit terms and great service terms as well for those dealers, so that they can get the best possible service. We want to be best in the industry, not just best in our category, for how we work direct. If we do it right it’s win-win.”

“It’s only upside for the dealer,” Trimnell adds. “They get to feel that energy and be part of the brand. It’s not just us preaching to them what we do, it’s hearing their feedback and being able to adapt product development and adapt what we do. We’re very feedback-driven, whether that’s consumer, distributor, or IBD feedback. It’s that quick reaction to hearing what people need to be a better partnership. Because we’re so self-contained, and still a small company, we can do that and react quickly.”

R&D One of the reasons for the location move was the proximity to Muc-Off’s R&D facility, which is ‘a stone’s throw away’ on the same business park. “The beating heart of the business is innovation,” Trimnell says. “That innovation really just fuels my passion, because I love performance and I love making things go quicker, so that’s really fantastic. We don’t ever say: ‘that’s done, it’s selling really well, we don’t need to worry about it now’. There’s a lot going on there, and I’m building my product team so there’s a lot to come on that.”

Hall adds: “I think some of the stuff that we brought out with regards to our tubeless sealant programme and tubeless valves and disc brake covers, these things that really capture the imagination of the consumer. We see when we post on social. If you flick through our social channels, when someone sees a tubeless post or disc brake cover post, the engagement is off the scale.

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“I think it shows with going dealer direct, it shows with us moving office, and it shows with the product, that we don’t rest on our laurels at all. It’s always like: ‘What’s next?’ Sometimes we have to pause and reflect on success, but asking ‘what’s next’ is what’s driven us forward all this time and is what’s accelerating us now.”

Trimnell adds: “We’ve got such a predominantly young team that I think that energy is that start-up mentality, it’s really important to me that this business has no ego. But that’s the drive to be better and improve, as soon as you feel like you’re number one or you’re winning, that’s when an athlete, race team or business starts to lose their edge because they feel that they don’t need to work that hard because they’re so good, and that’s dangerous. We’re the opposite of that.

“It all goes down to thrilling consumers, and we are also the consumer, we are cyclists and motorcyclists. We’re really developing products for ourselves. It’s so exciting to be able to find a problem and then create a solution, and then tell the world about that and see that energy. It’s so exciting to get that feedback loop, to create something that’s not there, and then it’s there and then people are using it, it’s really cool. That’s a big part of the fuel, and there’s a lot more things to solve and a lot more things to improve on bikes, so it’s lovely feeling that fuel. The more consumers get excited the more that excites us to do better.”

Hall concludes: “The momentum over the last year and this huge double-digit growth we’re seeing has lead to this dealer direct point and then we’re going to accelerate from there. We had this momentum already, the team growth, the office move and then on top of that going direct with this huge programme for us – a lot of work has gone into that. With those things combined, we’re really excited about the second half of the year and then what we can in 2020.” n

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IBD FOCUS

The fast track to IBD success Stephen Robinson, Maxxis UK bicycle brand manager, discusses how cycle brands can help IBDs thrive in the cycling community in 2019

I

t’s no secret that times are tough for traditional IBDs. Since 2000, many experts in the industry have cited a cut of almost half the number of IBD stores in today’s local towns and high streets. It’s sad to hear, but news which we believe the industry shouldn’t dwell on too much. According to estimates, IBDs are still thought to hold around a 35% to 40% share of the cycle market, sitting just ahead of big brands such as Halfords.

It’s figures such as this which reiterates that IBDs still have a huge role to play in engaging and educating all levels and abilities of the cycling market. As a leading manufacturer in this field, we also recognise we can add massive value in not only helping IBDs hold firm, but continually enhance the USPs that they bring to the market.

www.bikebiz.com

37-38 BBJun19 IBD Focus Final.indd 1

Primarily, when we think of IBDs and how they add value to the industry, we are reminded that they are one of the clearest representations of cycling as a community. People like to talk about it, ride together and discuss what bikes and accessories they’re buying next. It’s a social activity that those invested in it will use to organise their next meet up or ride out to their favourite forest trails and tracks. IBDs are a big part of this feeling of cycling as an experience. As fans of the sport themselves, they are hugely equipped to discuss the needs of one rider to another, giving valued advice and ultimately taking the time to hear about how X and Y got on with a certain product. In the long-term, they are hugely adept at being able to build relationships with consumers, helping out with tyre

June 2019 | 37

23/05/2019 13:18

IBD FOCUS

punctures and other technical bicycle support that may pay off further down the line with retained custom and profit.

Of course, none of the above necessarily happens without the backing of the wider cycling community. That’s where brands such as ourselves come in to assist IBDs and help retain their unique position in the market. We do this in a couple of ways.

Firstly, we arm our distributors with the right products with the best margin opportunities for dealers. For us, this means distributing our high-performance tyres to meet a range of cycling disciplines, from BMX, to road, off-road and downhill racing. On top of this, we give all of our distributors extensive training and marketing support on these products, so that they are ultimately well-equipped to pass this on to IBDs. Through this process, we ensure our dealers are as clued-up and as passionate as possible on our product offering so that they can share this detail and enthusiasm with consumers.

The second aspect of adding value to the IBD network is through event support and sponsorship. We want to reach out to the consumer in as many ways as possible and one of the ways in which we do this is by backing some of the best riders and cycling events throughout the country. From elite teams and riders such as Madison Genesis and Matt Jones, to providing on-site support at the renowned ‘Ard Rock Enduro Festival in the Yorkshire Dales, we aim to sustain interest in the cycling community for the benefit of the IBD and consumer network. We see this as a two-handed approach.

38 | June 2019

37-38 BBJun19 IBD Focus Final.indd 2

On the one hand, equipping some of the best riders in the country with our products continually pushes us to develop some of the highest quality tyres on the market. In turn, both consumers and bike dealers recognise the value in our offering, with the latter stocking products that may be in hot demand after being ridden by consumers’ racing idols. On the other hand, we also go back to this feel of cycling as a community.

Many dealers, as well as interested consumers, will turn up to events such as the Cycle Show in Birmingham and will engage with ours and many other cycle brands’ distributors as both fans of the sport and as potentially interested buyers of bicycles and accessories. It all helps to not only raise cycle brands’ profiles within the industry, but also within the wider cycling community that includes dealers, distributors and consumers in a mutually beneficial arrangement.

Of course, whilst we recognise conditions may be tough for IBDs in today’s competitive marketplace, they undoubtedly have their place for dedicated fans of cycling as a sport, hobby or as an activity to help with fitness. You only have to look at the number of people riding, which according to organisation Cycling UK has risen almost every year since 2008, to reaffirm the fact that interest isn’t fading or going away. Instead, if IBDs can tap into their genuine interest, passion and growth of cycling as a community, with the help of brands such as ourselves, then they will surely be able to tap into the psychology of riders of all abilities to build a bright and profitable future for all. n

www.bikebiz.com

23/05/2019 13:18

BB-APR19-CHICKEN CYCLE 1 :Layout 1 24/04/2019 09:18 Page 1

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26/04/2019 11:08

SECTOR GUIDE

Cyclocross

2

1

4

3

1

2

3

4

Claud Butler

Halo

Hope

Giro

Radical

Devaura Disc 6D

RX4 Brake Calipers

Privateer Lace Shoes

Distributor: Tandem Group Cycles

Distributor: Ison Distribution

Distributor: Hope

Distributor: ZyroFisher

Devaura - ready whatever the conditions, to offer you the aerodynamic advantage. The 19mm internal, rim width profile allows you to run your choice of traditional or tubeless tyres and is well suited to tyres ranging from 25C through to 38C widths to deliver enhanced comfort and grip. Our RD hubs are highly dependable and are hand built onto the 30mm deep rims with 24 aero bladed straight pull spokes. Supplied pre-taped, the Devaura is tubeless ready from the box.

The RX4 caliper builds on 25 years of experience designing and manufacturing hydraulic disc brakes and transfers the knowledge and skills acquired into the world of road and cyclocross dropbar brakes. A precision CNC machined monobloc design results in a stiffer caliper to give unrivalled feel and modulation. Choose from Shimano or SRAM depending on your lever, with calipers available in post and flat mount in all six Hope colours.

Combining the familiar comfort of Giro’s Empire shoes with the durability of the acclaimed Privateer mountain bike shoes.

The laced upper design is functional, intuitive and reliable since these shoes are built to withstand rugged conditions and daily use on the trails. The microfiber upper fits and feels great, and the co-moulded outsole permanently fuses the nylon sole with an aggressively lugged rubber tread, giving you plenty of power at the pedals with a sure grip on the cyclocross course.

Cyclocross, CX, commuter, adventure, gravel‌whatever you call it, our Radical is a great choice for riders wanting one bike to use all the time. With its lightweight, hydro-formed frame with internal cable routing, Shimano Claris 16 speed gears, Shimano chainset, Schwalbe CX tyres, deep profile double wall rims and an eye-catching paint job, our Radical will perform to a top level on and off road, and will be perfectly happy wherever you decide to take it.

Contact: 0121 748 8050 sales@tgc.bike

40 | June 2019

40-43 BB SG1 Cyclocross Final.indd 1

Contact: 01353 662 662

Contact: 01282 851 400

Contact: www.zyrofisherb2b.co.uk

www.bikebiz.com

22/05/2019 17:32

SECTOR GUIDE

5 6

7 8

5

6

7

8

Hope

Genesis

Cube

Maxxis

20FIVE Wheelset

Vapour 30

Cross Race SL teamline

Raze

Distributor: Hope

Distributor: Sportline

Distributor: Extra UK, Madison

The first and arguably the most effective upgrade to a stock build. Aluminium disc-specific, tubeless compatible wheelset.

24mm external width, 20mm internal, suits 25mm to 38mm tyres, CX/gravel or road tread patterns. From 1640gr, available as a 24h straight pull or 32h J-Bend for heavier riders or bike-packing applications.

We spent hours sweating the details on the Vapour to change the way we look at CX geometry and create our flagship ‘cross race’ bike. Coming with a full SRAM Rival 1 drivetrain, an asymmetric power transfer BB, 12mm thru axles front and rear and SRAM hydraulic disc brakes, the Vapour is ready to race straight out of the box.

Distributor: Onewaybike Industry B.V.

Contact: 01282 851 400

Contact: comms@madison.co.uk

This high-end cyclocross race machine is uncompromisingly rapid. The bike has been fitted with a cyclocross-specific carbon fork and powerful Shimano Utegra hydraulic disc brakes. Shimano’s super reliable 2x11 Ultegra transmission are added for clean and precise shifts. The double butted frame is made of Superlite advanced 6061 aluminium, which is totally geared for performance.

Contact: 0031 10 340 502 sales@cube-bikes.nl

www.bikebiz.com

40-43 BB SG1 Cyclocross Final.indd 2

Leading Maxxis’ cyclocross range is the Raze, a UCI compliant, fast rolling tyre that delivers high levels of mud, snow and hardpack performance. Widely spaced side lugs shed mud with ease, whilst a slightly softer compound ensures the tyre remains pliable in cold conditions. Sporting an improved casing to maintain integrity at low pressures, this versatile tyre is designed to truly accept no limitations in the cross race.

Contact: www.maxxis.com

June 2019 | 41

22/05/2019 17:33

SECTOR GUIDE

12

9

11 10

9

10

11

12

Acor

Michelin

Hope

Zipp

Auxiliary Brake Levers

Cyclocross Mud2 Tyre

RD40 Wheelset

303 Firecrest Disc Brake

Distributor: Greyville Enterprises

Distributor: Silverfish UK

Distributor: Hope

ZyroFisher

The cyclocross tyre with Tubular performance. Tread pattern taken from Michelin’s cross country MTB range, providing excellent hold on dry roads while maintaining maximum performance. Due to its tread pattern, and being tubeless ready, it enables lower pressure usage with maximum grip.

It has extra strength due to its Bead to Bead Protek cross-laid reinforcement on the tyre’s crown and sidewalls for effective puncture protection.

The RD40 wheelset is Hope’s game changing carbon road/ cyclocross wheelset. Combining the latest in carbon technology with its versatile and enduring RS4 Disc straight pull hubs, these wheels were designed for uncompromised performance for a wide range of disciplines.

Developed to meet the needs of professional road and cyclocross racers. The 303 Firecrest disc brake features key technologies which are visible on the rim, ABLC Sawtooth dimple design that extends all the way to the edge of the rim. The construction upgrades that deliver improved impact resistance for the harshness of off-road riding.

For dry races, the Firecrest rim shape optimises the aerodynamic profile of both the front and back half of the wheel to improve speed and balance.

Cyclocross is a discipline that’s been around for a long while and easily predates the more recent development in “off road” riding. Accordingly, its devotees can be just a bit specific in the accessories they want and Acor has responded by coming up with a set of Bar Fitting Auxiliary Brake Levers. Fitted on top of the handlebars they’re designed to work in line with normal drop bar levers and offer an additional central braking control position.

Contact: www.greyville.com

42 | June 2019

40-43 BB SG1 Cyclocross Final.indd 3

Contact: 01752 843 882 sales@silverfish-uk.com

Contact: 01282 851 400

Contact: www.zyrofisherb2b.co.uk

www.bikebiz.com

22/05/2019 17:33

SECTOR GUIDE

13

15

14

16

13

14

15

16

Scicon

Panaracer

SwissStop

Easton

Shoe Bag

Regacross Tyre Distributor: ZyroFisher

Catalyst Rotors and Disc RS Pads

EA90 cranks

Distributor: sciconsports.com Ideal for throwing muddy cycling shoes into the car without making a mess, the Scicon Shoe Bag has a top panel made out of a mesh net fabric to let air circulate and to avoid condensation, keeping your shoes fresh. On the back of the bag, you will find more storage space with a zippable compartment to stow away socks and accessories.

Contact: customercare@sciconbags.com

The tubeless cross tyre that’s been designed to perform at the highest level in all conditions.

Panaracer’s unique outer seal tubeless structure reduces the chance of punctures even at low pressures. The outer seal method also reduces the chance of sidewall damage to our proprietary inner construction.

Specifically constructed long vertical knobs and a low profile design provide optimal transfer of muck while maintaining the ideal balance of rolling resistance and grip.

Contact: www.zyrofisherb2b.co.uk

www.bikebiz.com

40-43 BB SG1 Cyclocross Final.indd 4

Distributor: Extra UK SwissStop Catalyst disc rotors deliver consistent brake torque over long durations where others experience gradual decline and brake fade. Due to extremely efficient thermal management, Catalyst provides notably shorter stopping distances with very low wear rates under hard braking, exceeding the current industry leaders. Pair these with SwissStop’s Disc RS pads to ensure smooth, powerful, and noiseless braking in all conditions - wet, dry, snow, and ice.

Contact: michaelbraybrook@extrauk.co.uk

Distributor: Silverfish UK The adaptability of Cinch. The performance of alloy. The EA90 ticks all the boxes for today’s gravel, CX and road rider.

Limitless ring combinations in 1x and 2x, a 30mm alloy spindle, Cinch power meter compatibility and BB options across all relevant frame standards. EA90 is a welcome addition to the Easton Cinch family, quite possibly the most versatile cranksets you will ever own.

Contact: 01752 843882 sales@silverfish-uk.com

June 2019 | 43

22/05/2019 17:33

BB-JUN19-GREYVILLE:Layout 1 13/05/2019 11:27 Page 1

UK DISTRIBUTION BY GREYVILLE ENTERPRISES

GREYVILLE ENTERPRISES

The Rixen Kaul Klickfix system manufactured in Germany is widely recognised as a market leader for quality and ease of use. A wide selection of fashionable and functional handlebar bags and baskets are available to suit all tastes from the wacky to the conservative. All clearly illustrated on our website and available ex stock via our easy to use B2B ordering system.

CONTACT :

GREYVILLE ENTERPRISES

01543 251328 01543 251328

www.greyville.com www.greyville.com

sales@greyville.com sales@greyville.com

BB-JUN19-PALIGAP:Layout 1 24/05/2019 09:33 Page 1

44 Half - Paligap - Greyville.indd 1

24/05/2019 13:17

SeCTOR GUIDE

Winter and Protective 1

2 3

1

2

3

Stolen Goat

Oxford Products

Funkier

Climb & Conquer Winter Jacket

Bright Glove 2.0

Funkier Arm & Leg Defenders

Distributor: stolengoat.com

Distributor: Oxford Products

Distributor: Bob Elliot & Co

The stolen goat Climb & Conquer Winter Jacket is made from Tempest Protect, an insulating windproof and waterproof fabric which will keep you warm and dry, giving you the confidence to keep riding throughout the winter months. Designed for when temperatures head below eight degrees, the jacket has reflective back pockets, a headphone hole and super soft roubaix lining. One jacket is all you need for when the weather turns nasty.

Perfect for a mild winters day, the Oxford Bright Gloves 2.0 provide everything a cyclist needs. There is increased visibility from the side with a fully reflective upper and fluorescent webbing between the fingers. A touchscreen finger at the end of the durable palms makes having to remove gloves to touch a computer a thing of the past. Furthermore, the thermal upper keeps your hands warm, but is not too thick as to lose the feel of the brake levers.

The Funkier Performance Protectors are Funkier’s answer to the world of Enduro riders who demand light, breathable comfort yet unyielding protection on the joints. The collection is composed of our innovative seamless wear, which provides comfortable, light breathability and incorporates soft impact pads to provide maximum protection and shock absorption.

Contact: help@stolengoat.com

www.bikebiz.com

45-48 BB SG2 Winter_Protective Final.indd 1

Contact: sales@bob-elliot.co.uk

Contact: 01993 862 300 marketing@oxprod.com

June 2019 | 45

23/05/2019 12:14

SeCTOR GUIDe

5

4

6 7

4

5

6

7

Oxford Products

Cube

Iceni

Oxford Products

Bright Glove 4.0

Baselayer Race Be Warm

Ultratech Overshoes

Bright Overshoes

Distributor: Oxford Products

Distributor: Onewaybike Industry

Distributor: Greyville Enterprises

Distributor: Oxford Products

These Ultratech overshoes are not just ‘any old’ overshoes. The ‘Ultra 3 Tech’ fabric is a modern development that leaves neoprene looking a bit dated. As the name suggests, they are triple layer with a windproof outer, waterproof inner and fleece liner for complete protection in all conditions.

Complete with reflective rear seams, YKK zipper, reinforced toe and Velcro adjustable sole, these are a 21st-century solution for an old problem – cold feet on a bike!

Keeping feet warm and dry is the aim of all cyclists who take on the road or trails in winter. The Oxford Bright Overshoes don’t just keep feeling in your extremities by being waterproof and windproof, but also increase visibility with the reflective detailing on the Bright Shoe 1.0’s and the full reflective upper of the Bright Shoe 2.0’s. A reinforced heel and toe ensure that these feature-packed overshoes are also built to last.

Packed full of features, the Oxford Bright Glove 4.0 is the glove for when the temperature drops. The gloves are waterproof and windproof and contain a Hipora lining, so hands stay warm without becoming overwhelmingly clammy. A full reflective upper makes a rider visible from the side at a distance, and comfort when holding the bars is provided by the gel padded palm. Using a device on the move is also made easier with the touchscreen finger.

Contact: 01993 862 300 marketing@oxprod.com

46 | June 2019

45-48 BB SG2 Winter_Protective Final.indd 2

The colder it gets, the more difficult it is to stay warm when exercising outdoors without immediately overheating. It’s no easy task, so the choice of base layer is crucial. It has to be close fitting but not too tight, and it must keep you warm whilst rapidly wicking away moisture from your skin. The Be Warm shirt’s seamless, multi-zone knit construction and the draughtproof collar is the ideal base layer for cold temperatures.

Contact: 0031 10 340 3502

Contact: www.greyville.com

Contact: 01993 862 300 marketing@oxprod.com

www.bikebiz.com

23/05/2019 12:14

SeCTOR GUIDE

9

11

8

10

8

9

10

11

Altura

100%

Oxford

DexShell

Thunderstorm Jacket

Surpass, Fortis, Teratec and Ridecamp

Comfy/Snugs

Waterproof Glove Range

Distributor: Oxford Products

Distributor: Fordville

Preventing your face from being exposed when riding in winter is definitely a priority. The Oxford Comfy and Snugs are more than up to the job and are used by Brother UK Tifosi during training. Both the Snug and the Comfy provide comfort all year round and are available in a huge range of colours. The Snug contains a polar fleece for added insulation no matter whether it’s being used as a beanie or a bandana.

Extending its range for 2019-20, this year will see DexShell launch a brand new range of bike specific waterproof, windproof and breathable gloves. Included in this new range is the Arendal Biking Glove. This is a ripstop fabric waterproof primaloft glove with an Amara palm and silicon print to aid grip and is touchscreen enabled. The new range also includes mitts and a soon to be announced Crabbi-Tec Glove.

Contact: 01993 862 300 marketing@oxprod.com

Contact: www.dexshelltrade.com

Distributor: ZyroFisher Designed to protect the cyclist in all-weather conditions, while providing additional rider visibility with the added benefit of colour reflective fabric being applied on the upper torso, over the shoulders, on top of the arms and on the lower back area.

In addition to the colour reflective technology being used, Altura has also added reflective trim detailing to strategic on bike riding positions, further increasing just how visible the Nightvision Thunderstorm Jacket is.

Contact: www.zyrofisherb2b.co.uk

www.bikebiz.com

45-48 BB SG2 Winter_Protective Final.indd 3

Distributor: Silverfish UK 100%, known for producing some of the coolest mountain bike clothing, helmets and goggles, has now added MTB protection to its list of products with the launch of four new sets of protection, offering a range from the highly technical ‘level 2’ CE rated Surpass range to the lightweight Ridecamp products which provide defence against abrasion.

Contact: 01752 843 882 sales@silverfish-uk.com

June 2019 | 47

23/05/2019 12:14

SeCTOR GUIDe

12 15

14 13

12

13

14

15

100%

Giro

Grip Grab

Race Face

Hydromatic Brisker Glove

100 Proof Winter Glove

Winter Overshoes

Conspiracy Jacket

Distributor: ZyroFisher

Distributor: Raleigh UK

Distributor: Silverfish UK

The waterproof, breathable outer shell has a zippered pocket for hand warmers, and a combination of PrimaLoft and Thinsulate XT-S form an insulated core for maximum warmth. The interior lining utilises AGrid technology silver fibres to hold heat. The palm is a durable Clarino synthetic, and the index and pointer fingertips use Touchscreen Technology that allows you to use mobile devices without removing the glove. It’s a double dose of warmth and weatherproofing that won’t weigh you down.

The Grip Grab Arctic is one of the warmest shoe covers available on the market and ideal for very cold winter days. It is made from 4mm waterproof neoprene with a hollow fibre lining and offers maximum thermal insulation ideal for temperatures down to minus ten degrees. With welded and taped seams and zipperless design, it’s not like any other overshoe on the market.

The plot may thicken, but your jacket doesn’t have to. Designed with simplicity in mind, this lightweight, abrasion resistant, three-ply Nylon DWR treated jacket features a waterproof and breathable membrane with a rating of 10,000mm; 15,000g/ m2. This clean design extends to fully sealed seams, a single waterproof interior pocket and an engineered fit to keep you comfortable and dry while out on epic all day rides.

Distributor: Silverfish UK Mother Nature has met her match with this low-profile glove engineered to keep you going fast in cold, wet weather.

Laminated insulated shell with waterproof breathable insert blocks out the water and keeps them dry while maintaining exceptional dexterity and control of your bike. Reflective graphics on top of the hand offer a clean look with improved visibility.

Contact: 01752 843882 sales@silverfish-uk.com

48 | June 2019

45-48 BB SG2 Winter_Protective Final.indd 4

Contact: www.zyrofisherb2b.co.uk

Contact: sales@raleigh.co.uk

Contact: 01752 843882 sales@silverfish-uk.com

www.bikebiz.com

23/05/2019 12:14

CITY New from Sturmey-Archer A2 Series two speed hub with automatic gear change, simply ideal for city and e-bikes‌

Automatic centrifugal shifting mechanism No shifter or gear cable 37% increase from direct drive Drum or Disc brake options Aluminium hub shell

A2K for Disc Brake

A2D with Drum Brake

A2 for Freewheel

Making Cycling Easier Making Cycling Safer. www.sturmey-archer.com ads.indd 1

26/04/2019 11:12

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

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 2019 is out now, providing the industry with a must-have guide to the UK’s retailers, distributors, manufacturers and related businesses.

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

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

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

50-51 BB Directory 2019 DPS_Final.indd 1

24/05/2019 10:28

DISTRIBUTION AND WHOLESALE

E-COMMERCE AND EPOS

EVENT ORGANISERS, HOSTING, HOLIDAY AND HIRE

MANUFACTURERS

MARKETING, PR AND CONSULTANCY

MEDIA AND PUBLISHING

ORGANISATIONS, CHARITIES AND ASSOCIATIONS

RETAILERS, WORKSHOPS AND MAIL ORDER

SERVICES AND TRAINING

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

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

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

The Cycle Division Ltd Units 17 & 18, Park Valley Mills Meltham Road, Huddersfield, Yorkshire, HD4 7BH Tel: 0845 0508 500 Web: www.thecycledivision.com

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

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

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

V12 Retail Finance 20 Neptune Court, Vanguard Way, Cardiff, CF24 5PJ Tel: 02920 468900 Web: www.v12retailfinance.com

Cycle Expo Yorkshire YorkshireEvent Centre, Harrogate, HG2 8NZ Tel: 0113 394 6130 Web: www.yorkshirecycleexpo.co.uk

Velotech Services Ltd 26 to 27 WesternRoad, Stratford Upon Avon, Warks CV370AH Tel: 0845 475 5339 Web: www.velotechservices.co.uk

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

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

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

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

The Bikebiz DIRECTORY 2019 is available to view online at www.bikebiz.com

50-51 BB Directory 2019 DPS_Final.indd 2

24/05/2019 10:28

MARKETPLACE

TO ADVERTISE ON THESE PAGES PLEASE CONTACT richard.setters@biz-media.co.uk or call 0207 354 6028

FRAME RESPRAY, REPAIR & BUILD SERVICES

BB-MAY19-UPGRADE 1:Layout 1 11/04/2019 14:12 Page 1

BIKES & ACCESSORIES

Argos Marketplace Ad Apr19.indd 1

52 | June 2019

52-54 BBJun19 Marketplace_v1.indd 1

BB-FEB19-MAGURA:Layout 1 24/01/2019 10:42 Page 1

BIKES & ACCESSORIES

BB-MAY19-UPGRADE 2:Layout 1 11/04/2019 14:13 Page 1 22/03/2019 11:43

BIKES & ACCESSORIES

www.bikebiz.com

24/05/2019 11:56

MARKETPLACE BB-MAR19-USE1:Layout 1 14/02/2019 14:21 Page 1

BB-MAR19-USE2:Layout 1 14/02/2019 14:25 Page 1

BB-MAY19-UPGRADE 3:Layout 1 11/04/2019 14:13 Page 1

BB-MAY19-UPGRADE 4:Layout 1 11/04/2019 14:14 Page 1

BIKES & ACCESSORIES

BIKES & ACCESSORIES

www.bikebiz.com

52-54 BBJun19 Marketplace_v1.indd 2

BIKES & ACCESSORIES

BIKES & ACCESSORIES

June 2019 | 53

24/05/2019 11:56

· Replacement · Replacement · Replacement decals available decals decals available available ·· Established Established · Established ·1974 1974 Established 19741974

www.argoscycles.com www.argoscycles.com www.argoscycles.com www.argoscycles.com info@argoscycles.com info@argoscycles.com info@argoscycles.com info@argoscycles.com

MARKETPLACE 01170117 972 4730 0117 972 972 4730 4730

BIKES & ACCESSORIES

64 | January 2019 BB-MAY19-EVOPOS:Layout 1 03/04/2019 12:01 Page 1

EPOS & COMMERCE

54 | June 2019

52-54 BBJun19 Marketplace_v1.indd 3

INDIVIDUAL CUSTOMER DISCOUNT LOW SHIPPING COSTS New Dealers can register online.

magura-b2b.com

TO ADVERTISE ON THESE PAGES PLEASE CONTACT richard.setters@biz-media.co.uk or call 0207 354 6028

BB-APR19-CYCLE DIVISION MARKET PLACE:Layout 1 19/03/2019 09:25

BIKES & ACCESSORIES

www.bikebiz.com

BIKE LABELS, BOTTLES, BAGS & GENERAL PRINT

www.bikebiz.com

24/05/2019 11:56

DATA AND ANALYSIS

The State of

Cycling Seven in ten cyclists do not believe that conditions have improved in the last five years, while two thirds are concerned about their safety when riding on Britain’s roads, according to British Cycling’s first State of Cycling report...

T Photo by Max Bender on Unsplash

www.bikebiz.com

55-58 BBJune19 Stats Final 2.indd 1

he State of Cycling report is the largest-ever analysis of its kind undertaken by the national governing body, and looks at the attitudes and experiences of 15,000 respondents who ride a bike across the country. The results follow data released by Sport England last month which showed that the number of adults cycling regularly for travel and leisure/sport both fell in the year leading up to November 2018.

June 2019 | 55

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DATA AND ANALYSIS

Other key findings from the State of Cycling include: n Almost nine in ten (87%) cyclists are ‘close passed’ at least once a week. n The three most common hazards encountered by people on bikes are close passing (79%), unsafe road surfaces (68%) and vehicle speed (34%). n Over three quarters (76%) of British Cycling members do not believe that cycling is taken seriously by their local authority, while 81% say the same of national Government. n Over three quarters of cyclists (77%) say their employer could do more to encourage people to cycle to work.

Responding to the findings, British Cycling policy adviser Chris Boardman said: “Five years ago I appeared on breakfast television to talk about what would make people on bikes safer, and caused uproar on social media for having the cheek to wear my normal clothes, and not hi-vis and a helmet.

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“Despite the evidence repeatedly telling us that it’s sustained investment in better infrastructure that keeps people safe, for 20 years society has continued to tell us that the answer lies in safety equipment. It speaks volumes that 96% of those surveyed do wear a helmet on the road, and yet this report still reveals the shameful fact that the vast majority don’t feel safe.

“I sincerely hope that this will act as a wake-up call for us, to let evidence lead our decision-making and make bold decisions on funding and investment, rather than simply taking the easy option and telling people to look after themselves.”

The report makes three key recommendations – based on these findings – to help individuals, businesses and policymakers drive a cultural shift in the future state of cycling in this country. These include a public mutual respect campaign for all road users, ring-fenced funding for cycling and walking in line with levels suggested by the Walking and Cycling Alliance, and the establishment of a national network of major employers by the Department for Transport to better understand how

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DATA AND ANALYSIS

“I sincerely hope that this will act as a wake-up call for us, to let evidence lead our decision-making and make bold decisions on funding and investment, rather than simply taking the easy option and telling people to look after themselves” the Government can help small and large businesses to get more of their employees riding to work.

Mutual respect between road users emerged as a key theme of the State of Cycling responses. While 71% of respondents agreed that drivers are often hostile towards people on bikes, 72% also said that they often see people on bikes riding in a way which puts themselves in danger.

The impact of this hostility disproportionately impacts women and children, with more than two thirds (67%) of women saying they don’t feel safe when riding on the road, and over three quarters of parents stating they would not be happy to let their children cycle independently on the roads.

Boardman added: “The idea of a turf war between motorists and people on bikes is divisive, unhelpful and only serves to fuel the problem we have on our roads. We know that 90% of our adult members are also drivers, and we are all at some point a pedestrian too.

“We all need to take responsibility for our own actions on the road – whether you’re a cyclist skipping through a red light or a motorist using your phone at the wheel – we need an enforceable commitment to punish people in a way that is proportionate to the danger they pose.”

This is the largest member survey of its type ever undertaken by British Cycling and is published following the recent announcement that it has now surpassed the 150,000th member milestone – rising from just 15,000 in the space of 20 years.

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British Cycling chief executive Julie Harrington said: “Both the growth in our membership and the response to this survey reflect the evolution of the role which cycling plays in Britain today.

“While we have achieved great things within the sport, our biggest battle lies ahead in the towns, cities and communities we are seeking to help transform, and the support of our members is absolutely vital in helping us to drive that forward.” n

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Key stats Over three quarters (76%) of British Cycling members do not believe that cycling is taken seriously by their local authority 77%, meanwhile, believe their employer could do more to encourage people to cycle to work

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