BikeBiz March 2017

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MARCH 2017

ISSUE 134

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p39 The Bike Place

We travelled to Derby city, so we could tell you all about the new products on display at distributor Moore Large’s in-house Geared show

p25 Core Bike We got to see the updated ranges on display by a number of new exhibiting brands at Core Bike – read the show guide to find out what was there

With an all-new layout and an exciting offering for retailers, our show review will tell you everything you need to know

Extra, extra We take a look at what three major players in cycling consumer media are doing to get their target audiences interested in the bike industry…

p9

p17 Retail advice

p35 Micro Scooter

p14 Give Space, Be Safe

p55 Sector guides

Training staff to add on to parts and accessory sales

This scooter brand is looking for IBDs to partner with in 2017

This police initiative is putting a stop to close passes on roads

A compilation of cycle computers you can stock now

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NEWS & ANALYSIS

EDITOR’S COMMENT IS THERE SUCH A THING AS A CONSUMER-ONLY BIKE SHOW?

Trade shows see success after going separate ways CORE BIKE organiser Keith Jepson last week released statistics for the 2017 show. A change in dates so that it no longer coincides with nearby expo The Bike Place meant that the events were met with industry-wide uncertainty this year. However, both shows reported positive results. Core Bike indicated that over 1350 dealers from 680 businesses attended. Similarly, with a floor space that was 50 per cent larger than last year, The Bike Place showed eight per cent growth in visitor numbers.

“We certainly had a good show, and they did too,” said Jepson.

“I think it may even be to the benefit of the market if both shows do well. It would be great if both events continued to run, even if it is on separate weekends, because it shows market growth. It’s a measure of how successful the brands are, that dealers continue to come in very strong numbers, despite the potential inconvenience of having shows on two different weekends. It’s a good indicator that they are happy to

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come to see over 250 brands.

“Once again The Bike Place Show has exceeded our expectations,” said Sean Reynolds, show organiser at The Bike Place. “Our exhibitors were really happy – it was a bumper year for order-taking at the show, and our visitors spent the time seeking out the latest products and companies to help further their business in 2017. Feedback was extremely positive on the new, larger layout and spaciousness of the show, along with the really high quality of both exhibitors and visitors that was noted.”

Upon being questioned as to whether the two events would ever merge, Jepson said: “That wouldn’t be my call, but with our current venue, we’re pretty much at capacity. We might find it difficult to partner in the same venue.

We try to concentrate on what we do best. We provide hospitality – we put dealers up and house the exhibitors in hotel rooms. It’s not a conventional trade expo, it’s more like a conference event.”

THE LONDON Bike Show was awash with familiar faces this year. And while – in terms of product offerings – brands had not seen much change since the most recent trade shows, it was pretty clear that a lot of people had turned up for business networking purposes. But, the London Bike Show is a consumer-facing event. The same could be said of the Rouleur Classic, which is not only an opportunity to see a whole mess of extremely high-end bikes, but also to catch up with friends, ex-colleagues, and most importantly, clients. Because cycling is a lifestyle, the industry surrounding it is unique in that it is composed almost entirely of people who are extremely passionate about the products with which they work – even in their personal lives. That means most bike trade members lead double lives as cycle industry consumers. And if there’s one thing enthusiasts of any kind do on their days off, it’s head to events centred around their recreation. It’s for this reason that I can’t imagine any consumer-facing bike event being a consumer-only bike event. It seems to me that wherever there are bikes in great numbers, there will also be members of the bike trade in great numbers, which is a very nice thing indeed.

Hayley E. Ferguson can be contacted at: hferguson@nbmedia.com

BIKEBIZ MARCH 5

NEWS & ANALYSIS

Madison and Extra UK to share Maxxis Tyres TYRE MANUFACTURING giant Maxxis has announced a new distribution partnership with Madison.

For just under two years, Extra UK acted as Maxxis’ exclusive distribution partner – the products will remain available through Extra UK. The deal will make a large range of Maxxis products available through both Madison and Extra UK, including its mountain bike, road cycle and BMX items. Maxxis will join Shimano, Garmin, Pearl Izumi, Lazer, Thor, Park Tool and Thule in Madison’s portfolio.

There will be no exclusivity over any of the products – both partners have been offered the same product portfolio. What Madison and Extra UK choose to distribute will be their own prerogative.

The announcement comes in the wake of Maxxis’ recent decision to launch a B2C website, in a bid to increase brand awareness and help IBDs. The new partnership will make Maxxis products available to a larger number of retailers acros the UK. According to managing director Derek McMartin, the distribution partnership with Madison is the latest stage in an aggressive UK growth strategy for Maxxis.

“Our short-term aim is to ensure that everyone who wants to ride or roll on Maxxis has the ability to purchase the products they want.

Having Madison as a partner will further expand our channel opportunities and make our goal that much easier to achieve.

“Madison is an outstanding business, with a well-established

“Our aim is to ensure that everyone who wants to ride or roll on Maxxis can purchase the products they want.”

Derek McMartin, Maxxis

Executive Editor: Carlton Reid carltonreid@mac.com

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and extensive dealer network,” continued McMartin. “This makes it the perfect addition to help in our efforts to make Maxxis the de facto tyre of choice for all types of cyclists.”

As well as growing its commercial network, Maxxis has also moved to bolster its exposure to all types of cyclists through a number of sponsorship agreements this year. This has included the recent additions of Spokes Cycling, Bike Channel Canyon and Maxxis 4 Racing professional road teams.

Madison reportedly plans use these new sports marketing initiatives, as well as its own athletes and resources, to help grow the market share on the road, whilst maintaining Maxxis’ position in off-road cycling.

Editorial: The Emerson Building, 4th floor, 4-8 Emerson Street, London. SE1 9DU Tel: 0207 354 6002 BikeBiz is mailed FOC to 4,000+ trade addresses every month ISSN 1476-1505

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6 BIKEBIZ MARCH

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NEWS & ANALYSIS

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21st century C5 successor grabs mainstream headlines ON MONDAY, February 20th, Grant Sinclair released details about his new IRIS electric tricycle.

Although the product category already contains a number of similar products, the story was carried by a number of publications, receiving positive press from the BBC. The electric velomobile is made from Quantum Foam EPP, which apparently will protect the rider by reacting to compression in the same way as a traditional crash helmet. It is designed to be road-legal, and uses a lithium-ion battery and a 750-watt mid-drive motor with eight-speed race bike gearing. It can achieve speeds of up to 30 miles per hours. The trike integrates twin hydraulic disc brakes and LED headlamps, indicator-repeaters and brake lights.

The twist-throttle model will retail at £3,499 in the UK, whilst the

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pedal-assist model will retail at £2,999. Sinclair claims that the IRIS will be economically-friendly, at around five pence per 50km of travel.

Sinclair is nephew of eco-inventor Sir Clive Sinclair, architect of the

website, and will be classified as a moped, rather than as an e-trike.

“Anyone using it unregistered in public in the UK could be prosecuted for a variety of motoring offences,” Peter Eland, the Bicycle Association’s e-bike

“Anyone using it unregistered could be prosecuted for a variety of motoring offences.”

Peter Eland, Bicycle Association 1985 C5 electric tricycle. With no roof, a range of 20 miles, and a top speed of 15mph, the unit is famed for its designer’s high ambitions, and its subsequently negative media portrayal.

In order for the 750w “extreme” model to remain street-legal, it will be unsalable as seen on the

expert and former publisher of Velo Vision, a magazine that specialised in velomobiles and similar humanpowered vehicles, told BikeBiz. “Price is often quoted as a factor in their lack of wider popularity.”

“If Sinclair can make them for the advertised price, they would be quite attractive. Most velomobiles

are in the €6000-upwards range; his is £2999. At 55kg, [Sinclair’s] are a little heavy, and also more upright and less aerodynamic than many designs, but some people may prefer that.”

Eland adds that the fullyenclosed style, with a large transparent canopy, has not proven especially popular in practice – most velomobiles use a heads-out design instead.

“This avoids issues of overheating in sunny weather, and fogging in humid conditions, or visibility issues due to raindrops,” said Eland.

“Overall it’s an attractive enough design – but Sinclair is likely to be disappointed if he is basing its viability on large numbers of sales.

As far as I’m aware, even the most popular velomobile makers only currently sell a few hundred units per year, rather than thousands.”

BIKEBIZ MARCH 7

CYCLING MEDIA SPECIAL

Hot off the PRESS

The consumer press is instrumental in getting the general public excited about buying bikes.

Hayley E. Ferguson speaks to three key players…

THE BIKE CHANNEL IT’S NOW a year since the BIKE Channel came to the UK, and with viewer numbers growing from 24,000 individuals per week to a whopping 250,000, it’s been an eventful one. “We’re seeing that cycling is very much growing, and diversifying quickly,” says content manager Henry Nixon. “We’ve recognised a great opportunity for linear broadcast – there’s been a huge increase across all of our shows.” Although a hardcore road audience regularly tunes into live events, Nixon reports that the area the network has seen absolutely explode is mountain biking. “The industry is heading back to the peak of the late 80s and 90s in terms of an engaged mountain bike audience.”

In fact, BIKE has noticed a new demographic becoming more interested in the cycling world – men and women falling into the bracket of 35-55 years old. “They’re proving that there just isn’t enough content to allow them to carry on developing their cycling interests across all platforms. There’s this big core audience in the cycling world of people over the age of 45. They still sit down in the evening and watch two to three hours of television, rather than getting their laptops out. We’re trying to serve those audiences, which are very much present.”

BIKE’s demand is leaning more towards pictures and video – its core audience is becoming more accustomed to seeing high-quality pictures and videos online.

Standards are constantly being raised, and the channel has actually seen TV cycling media consumption growing worldwide over the last year – which can only be good news for the industry. “There’s no secret that the future is digital, and video on demand. Those are two areas we’re expanding in very quickly.”

The channel is also taking a new, unbiased, approach to review BIKEBIZ.COM

content. “A lot of reviews focus on a subjective overview rather than focusing on what the bike was made for. There’s no point in going out there and doing what other people are doing already. We’re creating productions that are a lot less about an individual riding the bike, and a lot more about the features of the bike, the tech, what the companies have put in, and what riding the bike is all about.”

Anyone who’s attended a trade event over the last few months will have spotted BIKE Channel cameramen dotted all about the place – but exactly why are they televising industry events to B2C audiences? “We’ve targeted B2B events for a number of reasons,” says Nixon. “The industry is invisible to the majority of cycling consumers. They don’t get to see or hear what people in the trade talk about. Our coverage gives them the opportunity to see people, ideas, and things that usually they’d miss out on. It’s just a new medium to access the market and gain insight into it. We’ve had a great response.”

And as far as opportunities for industry members to get on TV go, Nixon says there are plenty. “We’ve got lots of different productions that suit local bike shops. We’re keen to work with them, because local shops can give you knowledge and understanding about your bike that is much more interesting than you get from other sources.”

The network collaborates with IBDs on productions like Bike Lab, a series of extended how-to videos that outline technical aspects of repairing and building your bike, all set in a bike shop, all outlining the brands that the bike shop uses. “Our productions all promote the expertise that a bike shop has, and offer a real in-depth look at bike tech and mechanics.”

“The industry is invisible to the majority of cycling consumers. They don’t get to see or hear what people in the trade talk about.”

Henry Nixon, BIKE Channel

CONTACT You can check out the BIKE Channel on the links below: www.bikechannel.co.uk Twitter: @BIKEchannelUK Facebook: /BIKEChannelUK

BIKEBIZ MARCH 9

CYCLING MEDIA SPECIAL

CICERONE PRESS

GUIDEBOOK publisher Cicerone Press has printed over 30 books specific to cycling routes, focusing on anything from touring, to MTB, to shorter bike rides around the UK. With almost half a century in experience, Cicerone has a lot of history behind it – current owners Jonathan and Lesley Williams came at the business as outdoor enthusiasts 18 years ago. “We’ve been building the team up over that time,” says Lesley, who also acts as marketing director. “The emphasis has shifted enormously over the years. It’s not just

CONTACT Retailers interested in stocking Cicerone Press titles can contact Sarah Spencer at: sarah@cicerone.co.uk www.cicerone.co.uk Twitter: @ciceronepress Facebook: /ciceronepress

10 BIKEBIZ MARCH

printed books anymore, it’s also individual routes.”

The guidebooks are currently stocked by a few cycling outlets, and are also used by companies offering guided cycling. With an

businesses that are unsure about paying for books up front.

“There isn’t any VAT to worry about with books, so you don’t have that sort of complication added in,” says Williams. “It

“Most [IBDs] don’t tend to stock books yet. This is something we’d dearly love to be able to develop.”

Lesley Williams, Cicerone Press expanding range of cycling titles, the publisher is enthusiastic about building relationships with IBDs, even though bike shops have not historically sold books. “Most of them don’t have the display equipment yet, and don’t tend to stock books at all,” Williams tells me. “There’s a sort of practicality there, the people running the shops are often covered in bicycle grease. But this is something that we dearly would love to be able to develop.” Cicerone is eager to help IBDs out by providing small display units and consignment accounts for

would make so much sense – they could display cycle touring guides with panniers and other accessories. We could even help with display. We like to help retailers figure out which titles are relevant to their shop, and never try to shove stock into an outlet. You only get a dissatisfied customer.”

Sarah Spencer, sales director, says that although Cicerone has yet to gain traction in cycle stores, outdoor retailers have successfully sold the guidebooks for years. “I’ll put them into a

stand and invoice the cycle retailer for whatever’s sold. If the books don’t sell, I’ll just take them away.”

Williams reports that the team plans to focus quite hard on cycling this year, and will be mailing out a specific cycling catalogue. “We’ll put that in Cycle Touring Clubs magazine, which is consumer-focused,” she says. “That means the information is out there, and a lot of demand will be generated.

They’ll want to buy the books – not just on the internet.”

“Spring is great for guidebooks,” Spencer says.

“People are emerging from winter to plan their next trip.” Retail margins fall between between 40 and 50 per cent: “They’re lowvalue items, but the margin is still there. It’s also an easy add-on sale for retailers. People might be going into a shop looking to buy a touring bike – or maybe they’re new to mountain biking – this is something that retailers can easily throw in. You might also just wander in and want that BIKEBIZ.COM

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CYCLING MEDIA SPECIAL

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CYCLIST AND BIKES ETC DENNIS Publishing’s Cyclist may only be five years old, but the monthly already claims to be the world’s biggest road cycling magazine. “We have five licenses for the print product,” says publisher Dharmesh Mistry. “Turkey, the Middle East, France, Italy, and Australia. In terms of footprint there’s no other cycling magazine that’s resident in so many places.”

At the time of launch in 2012, the cycling market was particularly crowded, with many industry commentators suggesting there was no room for a new title.

“What’s more, we had no background in the market, so had to create editorial and advertising teams, make industry contacts, establish commercial relationships, target readers and build brand awareness from scratch,” Mistry continues.

Despite this challenging start, Cyclist recognised a particular niche aimed at the top end of road cyclists. By targeting this sector, it surpassed all expectations for its first year in terms of circulation, subscriptions and revenue. “When you launch a publishing brand it typically takes three years to be profitable. It’s quite unusual that by month 12, Cyclist was already making money.” Off the back of this successful period, Dennis Publishing launched BikesETC in 2014. “With BikesETC, we wanted something that had the same high production values as Cyclist, but was more review-based. The same beautiful photography, expensive bikes. That sort of stuff does well.

We only use commissioned photography, and combine this with in-depth articles from expert journalists. The result is the kind of high-quality content that you can’t find on the internet. Readers are happy to pay the cover price for a collectable and desirable item.

There is nothing throwaway about Cyclist, which is why it has thrived at a time when many magazines are closing or moving to digital-only.”

Cyclist’s team jokes that its primary audience is the MAMIL community – the new generation of wealthier, older, road cyclists. “They probably came to it late, but they hit it hard when they started,” 12 BIKEBIZ MARCH

editor Pete Muir tells me. “It’s the same crowd who, 20 years ago, might have taken up golf. They want the best kit, they want to be out riding the best bikes.”

Although the magazine’s target audience is the middle-aged “cycling fraternity”, the readership is quite broad. “There are plenty of people who are younger reading it too. It’s aspirational. It’s dreaming, that ‘one day I’ll buy a bike just like this’,” Mistry adds.

“Five years have gone by, and while we have very unique content offering, we’re also doing more in terms of events. We’re running two track events this year – high-end bike demo days. One will be in London, and the other in Yorkshire.

Last year’s event – the first – was really successful. It was completely sold out.

“We’ve come a long way in five years. And of course the brand has grown, but there comes a limit. We recognise that road cycling is a niche market, and that many cyclists are interested about developments in the wider market.

It’s with that in mind that we’re looking to cover a wider range of news and reviews. The important thing is that we have our readers’ trust. The online environment hasn’t gone down the clickbait route. We’re very wary of that.”

And does Cyclist work with the trade? “We love to work with the industry, and we target our unique audience by getting involved with various brand activities,” says Mistry. The industry at large is able to get involved with events run by the publisher, and of course IBDs can stock both magazines.

As for the future, the Cyclist team has plans to publish a book in April 2017. “Other than that, the biggest thing for us this year is to engage our audience more,” Muir says.

“One of the best things about the brand is that it’s got a clear audience and concept. It’s a very specific attitude to cycling. If we started a Cyclist shop, people would know right away what would be there. It started as a magazine, but there’s no reason why the Cyclist ethos can’t be attributed to different areas, whether it’s events, books, or merchandising.”

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CYCLING ADVOCACY

Move aside, drivers Police initiative Give Space, Be Safe has cut close pass reports by cyclists in half over the last year. Laura Laker talks to the officers working to make road cycling safer by educating drivers about overtaking bikes…

AN INNOVATIVE way to tackle a major barrier to cycling is being rolled out by a handful of UK police forces after what was hailed as the “best cycling safety initiative ever” halved close pass reports by cyclists in the West Midlands, using just 18 hours of police time.

Give Space, Be Safe was introduced by West Midlands police last year, after two of its officers realised existing operations weren’t improving cycling casualty rates, or the traffic fears which stop people cycling. The simple operation involves a plain clothed officer cycling, and radioing close passes in to a colleague, who pulls the driver over for education, or in 14 BIKEBIZ MARCH

the worst cases, reports them for driving offences.

The operation has, thanks to national media coverage, reached thousands of motorists with the message to give cyclists space.

Following a demo day, run by West Midlands officers for 16 police forces last month, the operation will be replicated in, among other places, Edinburgh, Bristol, Bath, Leeds, London and Manchester.

The Metropolitan Police, as well as forces in the east of Scotland, Avon & Somerset, West Yorkshire, Merseyside, and Greater Manchester confirmed they will roll out the operation in the spring, along with Hampshire Constabulary,

which operates its roads policing unit in collaboration with Thames Valley Police. Norfolk, Suffolk, Merseyside, Warwickshire and West Mercia forces are considering the initiative.

West Midlands police officer Steve Hudson, who, along with colleague Mark Hodson, came up with the operation, says it has had an enormous impact with no funds, using an education mat to demonstrate passing distances to drivers, which was paid for by Birmingham City Council, and within regular police shifts.

“It’s very rare that we look at a problem in a common-sense way and just get on and do it,” said

Hudson. “We usually have to go through so many levels of bureaucracy. It’s so straightforward.”

In 18 hours of close pass operation time over nine operations, Hudson and Hodson spoke to 130 motorists, with one licence immediately revoked, and eight drivers reported for due care and attention offences. Of those, just one person refused roadside education. West Midlands Police say close pass reports have halved since the operation began.

Hudson said it can be run with six police officers, or three if they use the fire service to do the “chat on the mat”.

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CYCLING ADVOCACY

“We have got a genuine feeling it’s really going to take off,” said Hudson.

Chief Inspector Kevan Rowlands, head of road safety at Avon and Somerset Police, was among the converts. His operation will focus on the streets of Bristol and Bath, targeting the most dangerous areas for cyclists using intelligence from a number of sources, including its fixed penalty unit, community speed watch and collision data, and from a new dedicated cycling near miss reporting site, which was introduced in summer 2016.

He said: “We have been following what West Midlands Police have done and the success they have had in their area. We have taken the decision it is something we should be doing across the Avon and Somerset area.

“We are dealing with issues in the areas where cycling is deemed to be particularly dangerous, and we will deal with all kinds of dangerous behaviour and offer advice or prosecution, depending on which is appropriate.

“I hope the outcome will be that motorists understand the need to give cyclists more space; the ultimate outcome is that less cyclists are killed and seriously injured on our roads.”

Sergeant Simon Castle leads the UK’s first dedicated on-bike police team, the Metropolitan Police Cycle Task Force, a team of 33 officers who police full-time on two wheels. He intends to use a similar operation in London.

Sergeant Castle said: “The West Midlands, having dealt with 90 people over nine days, have made thousands of people more aware of how to treat cyclists on the road, so on that basis theirs is the best-value road policing initiative I have ever seen.”

Castle will need to adapt the initiative to slower traffic conditions on London’s dense road network. He hopes, with enough media attention, it is as effective when his officers are out on patrol as when they aren’t.

“I want to do it so that the whole of London thinks we can pop up at BIKEBIZ.COM

any time and wonder: of two cyclists, which one’s the cop?” he said.

Police in West Yorkshire say they are also considering a pilot of the close pass operation.

“The Force is working alongside Leeds City Council,” a spokesperson said, “and the trial is likely to be run in the Inner North West area of Leeds in spring, focusing on areas in which there are statistically more cycling collisions.

“If shown to have a positive impact on reducing casualties, then West Yorkshire Police and other authorities, who work collaboratively in an established Safer Roads Partnership, will consider a greater roll out.”

[Chief Inspector Stephen Innes, Local Area Commander for Road Policing in the East of Scotland, said a close pass operation will run in Edinburgh in the spring, while Hampshire Constabulary, which operates its road policing unit in collaboration with Thames Valley Police will announce a date for the “excellent” scheme’s rollout soon.

Greater Manchester Police tweeted confirmation they are trialling the operation.]

Duncan Dollimore, Cycling UK’s

“We are dealing with issues in the areas where cycling is deemed to be particularly dangerous, and will deal with all kinds of dangerous behaviour and offer advice or prosecution.”

Chief Inspector Kevan Rowlands, Avon and Somerset Police

Senior Road Safety Officer, welcomed the close pass operation rollout. He said: “ Cycling UK knew West Midlands Police were on to a winner when they rolled out their Give Space, Be Safe campaign last year, which is why we backed it from the start. It’s a cheap, cost-effective initiative that has proved highly effective at changing dangerous driving behaviour.

“It’s great to see so much interest in following West Midlands’ example, but Cycling UK is aware that a number of forces are still not getting their very simple message. We want to see more consistency across all police forces in tackling near misses, as these are not isolated incidents happening only in certain pockets of the country, but everywhere, every day.”

Cycling UK is looking to support police forces to roll out the operation, said Dollimore.

Other forces remain unconvinced, however: police in Cheshire, for example, who didn’t attend the West Midlands demo day, believe the approach is unsuitable for local roads, while Derbyshire police say they don’t have enough cyclists killed or seriously injured to warrant it.

BIKEBIZ MARCH 15

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RETAIL ADVICE

Adding on to parts and accessories sales Train your troops: smart selling is about profit, and improving the customer’s cycling experience.

Mark Hallinger returns this month to tell you all about adding on to P&A sales…

ACCESSORIES. These high-margin items are critical to a successful shop, and deservedly so. You don’t have to spend hours building, selling and doing routine and often “free” warranty and basic adjustment work on them, and they don’t take up much floor space.

In most shops, the rush to accessorise new and repair bikes is alive and well. Even the greenest of shop employees knows the drill: always ask the customer if they’d like to add anything to a new or repair bike while it is in the stand.

Kickstands. Bottle cages, and bottles, I suppose. Cycling computers. Lights. Seat bags, along with a spare tube and levers. Some BIKEBIZ.COM

form of inflation, whether a mini pump or CO2. For aspiring commuters, mudguards, or fenders or garde-boue, depending on what country the customer is from.

A floor pump if this is their first road bike, of course! A helmet, obviously!

Basically, your staff are (hopefully) real cyclists, and they know the things you need when you first go the way of the wheel. This sincere sales pitch applies to many of your customers, both those buying their first bike in a few years, and those bringing in a 20-year-old bike for refurbishment.

But the reality is that sometimes shop personnel are very new to

“An ‘added-on’ item can significantly improve your customer’s enjoyment of the sport, and isn’t that what it’s all about?”

cycling. I’ve been surprised to find many bike shop employees who do not ride, have never ridden, and don’t even own a bike. Hopefully they are at least vaguely interested in becoming some sort of cyclist, and they didn’t take the job simply because it was better than flipping burgers.

These new people need real training in a basic bike shop rule: When you buy a new bike, you need to consider buying this, that and the other thing.

But what about your new hire who is a relative cycling novice?

Somebody who is maybe a two, three or a four on a one to ten scale where a one owns a bike but BIKEBIZ MARCH 17

RETAIL ADVICE

doesn’t use it much at all, and a ten has a line item in the household budget for tyres and tubes, a fleet of bikes, and a calendar filled with weekly or monthly events.

Perhaps you have employees solidly in the middle of the experience continuum, maybe good customers who decided that a bike shop job sounded pretty cool? Or a multi-year enthusiast who knows a bit, but has never really thought about proper selling to enhance both the customer experience and the shop bottom line.

The next step Your employees who are already trained and somewhat knowledgeable about adding on to a new bike sale could often benefit from a bit of discussion on how to add on to an accessory sale.

When a customer buys item X, there is often an item Y that could or should go with it. Your sales force should be comfortable and familiar with some common 18 BIKEBIZMARCH

add-ons, because accessory sale add-ons improve a store in many ways.

Most importantly, an addedon item Y can significantly improve your customer’s enjoyment of the sport, and isn’t that what it’s all about?

Properly done, sales add-ons also mean more money for your store, and the improvement of your image as a professional business filled with people who speak with authority. Add-ons can also increase customer satisfaction and prevent unnecessary friction.

Consider these two scenarios: Scenario one Customer Bob’s father had a Raleigh Record during the Bike Boom of the 1970s. His father had ridden it just a bit back in the day, but when the novelty wore off, family and job pressures put cycling on the back-burner. The bike was relegated to a dry bike shed for much of the last 30 years, and is now a pristine “barnfind,” despite

“Properly done, sales add-ons also mean more money for your store, and the improvement of your image as a professional business filled with people who speak with authority.”

the obviously dry-rotted tyres.

As Bob likes retro, he wants to ride Dad’s old bike as a “getaround-the-city,” coffee-shop commuter. Dad is more than happy to clear out that corner of the shed, so Bob takes the bike. A do-ityourselfer, Bob heads to the shop for some new tyres.

There, he meets a salesperson who quickly finds him the one pair of 27 x 1¼ inch tyres the shop keeps in stock. Bob returns home with new tyres and tubes. Sadly, he manages to puncture one of the tubes when installing it, as the screwdriver and spoon he used to pry the last inches of tyre on to the rim really weren’t up to the task. He returns to the shop with the “defective” tube and is told by a slightly more engaged salesperson that tyre levers and a bit of care will prevent that. Fair enough. Off home again, and this time he gets both tyres installed without a hitch.

Bob triumphantly rides to the coffee shop just a mile away. After getting his coffee, he notices that BIKEBIZ.COM

RETAIL ADVICE

his rear tyre is now mostly flat, so he walks the bike home. By the time he arrives home, the front is flat as well. Unfortunately for him, the “vintage,” rim strips protecting those new tubes weren’t up to the task either. One was worn so thin – and pushed to the side at a spoke hole – that it caused a little slit when the tube took pressure. The other strip just broke in half at the valve, exposing a big section of tube to lots of sharp metal on the inside of the rim.

This is a hassle, and it’s getting expensive. Bob just walks to get his coffee after that. The world lost a cyclist, and you have not nurtured a customer.

Scenario two Same situation, but with a more well-trained and/or more experienced shop employee. This guy fixes old bikes for his friends, and knows that every customer who gets tyres for an older bike should be queried a bit on the situation. Most of the time, this customer would be well-served with tyre levers and rim strips.

And it goes beyond this. While your salesperson immediately mentions the likely need for new, modern rim strips, he also asks if the customer has fixed a flat lately.

No? Then watch some online videos on how to do it, or better yet come to this Thursday’s flat fix demo at the shop. And you do know where your tyre levers are, right?

While you may say that scenario one would never take place in your shop, I am surprised by how often I do see these things happen. It’s not always caused by ignorance or egregious error. While this can be the case with part-time or seasonal help, even experienced bikies sometimes neglect adding on to accessory sales because of laziness, sales fatigue, or the simple fact that other customers are waiting and looking impatient. And sometimes, experienced staff sort of forget that not everybody knows what they consider to be obvious. We’ve all had customers who don’t even know that a rim strip serves a purpose, or that a six-inch mini pump is not a day-to-day inflation option!

Some examples …

The take-away from the Customer BIKEBIZ.COM

Bob example: always ask a customer buying tyres for a bike more than ten years old if they have tyre levers, and remind them to inspect the damned rim strips. If they are using the old tubes as they seem to be holding air, let them know that rubber is old too – that’s a bit of a crap shoot. Tell them to go watch online videos (perhaps even on your website) on how to fix a flat, and invite them to a basics mechanics clinic at your shop if you have one. If you buy Item X, buy Item Y, Item Z and maybe another item we’ll call “Item A”, and ask them a few things.

What other accessory addons should become part of sales and/or mechanic staff routine conversations?

CAR RACKS: While modern racks often do a pretty good job of preventing bike sway and such, I always use stretch/bungee cords to provide a bit of extra stability. Have them on hand and pitch them when

“Even experienced bikies sometimes neglect adding on to accessory sales due to laziness, and experienced staff sort of forget that not everybody knows what they consider to be obvious.”

the rack is purchased. More importantly, ask what kinds of bikes they will be hauling. If it’s a small frame, a kids bike, or a stepthrough/ladies frame, they’ll need a cross-bar adapter to easily get that bike on the rack arms. Sell it when you sell the rack, don’t make the customer force a bike on to the rack in an unsafe manner, or drive back to the shop for help. Or buy one of these online, once they learn what is needed.

PEDALS: Not every customer needs a pedal wrench, but some do. And remind them that the left pedal threads on backwards. While many men will say nod and say “Of course I know that,” many don’t.

Every week it seems I crack at least one left pedal for a customer who knew that. While you’re at it, sell them some grease for those pedal threads, and tell them where else they might use that grease. Or just grease the silly pedal threads for them.

BIKEBIZ MARCH 21

RETAIL ADVICE

TOOLS AND OTHER SUCH THINGS: Twice over the last decade I’ve sold chain whips to customers who thought the cassette lockring tool they bought was enough to get the cassette off. This tells me that the person who sold them the lockring tool did not do a very good job. Sell these items together – if you don’t, a competing shop or online retailer may take that sale!

Likewise, if you sell a chain to a customer, make sure they know that a chain tool will be needed to cut that chain to the right length, even if the chain connects with a toolless master link. They might just have your mechanics install the chain, generating some labour income, or they might buy a chain tool.

I’ve turned a small tool sale to a new mountain biker into a six-item sale that included all sorts of cleaning and cassette/chain removal products. The customer saw the importance of regular drivetrain cleans and made the leap from non-mechanic to home mechanic based on what I told him he needed.

BARS & BAR TAPE: I’ve been known to rewrap the old bar tape when changing out a 42cm set of handlebars to the 44s I’ve come to prefer, but I wouldn’t recommend this to most customers. It can be hard to get the aesthetics right between the faded and unfaded 22 BIKEBIZ MARCH

bits of tape, and often big bits of the tape and its padding stick to the old bars. Just get new tape.

Watch a few videos online on how to install that tape if you’re daring and have an artistic mindset, or just pay for a pro to do it, and watch the artistry and learn.

Whatever you do, don’t let a customer leave the store with new bars until you’ve appraised them of the potential bar tape add-on.

Otherwise they may try to re-use the old tape, realise it won’t work, and then simply order some tape online rather than make the drive back to the shop. Don’t let that happen!

SHOES AND CLEATS: When I started working in shops again in 2009, after a hiatus almost 20 years in length, I was shocked by how many people were buying cycling shoes exclusively for spin class.

Obviously, these folks need cleats on those shoes, and they should be reminded of that in case this fact has eluded them. On more than one occasion, I’ve queried a shoe buyer, and they were grateful to learn that the shoes did not come with cleats. On these occasions I install the cleats, remind them to tighten the bolts every now and then, and send them on their way.

A week later, their spin class friends are in the shop having heard that we do a good job.

On several occasions, I’ve actually upsold a simple “cleat sale,” to a “double-sided clipless

“It’s always a good idea to brainstorm with your employees and ask them to come up with some ideas for potential add-ons.”

pedal” sale. The pedals come with cleats, and if they own a bike and intend to ride more on the road and trail, it’s a logical buy.

There are many more examples of adding on – when I see a new hire who is a bit tentative, I sometimes walk through the store and show him or her some of these, keeping it to the more basic things.

Things that require a bit more knowledge or real-world experience will develop over time if the employee actually rides and, uhm, thinks about it.

It’s always a good idea to brainstorm with your employees and ask them to come up with some ideas for potential add-ons.

A springtime shop meeting where newbies are asked to think about this, and more experienced staff opine on the issue based on their experience, is always beneficial – particularly if you have a lot of staff turnover or seasonal help.

Mark Hallinger, who started working in bike shops when knowing the difference between French, Swiss, English and Italian threading actually was a semi-marketable commodity, can say mudguard in several languages. This is a skill that serves him well in his parttime bike shop job in metropolitan Washington, DC, where a busy Saturday is a typically a Tower of Diplomatic Personnel Babble.

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SHOW REVIEW

To the Core The first major show of the season kicked off with a bang as new exhibitors ZyroFisher, Felt and Magura introduced the latest products to the market...

THERE are few in the cycling industry that would debate he necessity of the Core Bike Show in the annual event calendar. As the first major event of the year, the Whittlebury Hall-based gathering not only gives dealers and distributors a first-hand look at all of the latest and greatest gear on the market, it also gives the trade a chance to socialise and debrief about the ups and downs of the previous 12 months.

In 2017, for the first time ever, those who have been attending the show for the past 13 years were genuinely unsure of what to expect inside the grand exhibition halls of the vast mansion house. This was partly due to the addition of some major exhibitors, such as ZyroFisher, Felt and Magura, and partly due to the change in dates of BIKEBIZ.COM

“We think the quality of visitor has risen this year. People want to spend more time at each stand. We’re very happy.”

Keith Jepson, Core Bike

The Bike Place Show, which usually falls over similar dates to Core, and is situated just 15 minutes up the road in the Silverstone Race Circuit.

Reassured by high numbers and overwhelmingly positive comments about the additions of such big names, Core organiser Keith Jepson told BikeBiz: “Whereas attendance may be slightly down in 2017, the show is still going from strength to strength with some giant new names added to our exhibitors list; we also think the quality of visitor has risen this year. People are happy to spend more time at each stand. We’re very happy.”

Alongside ZyroFisher, returning exhibitors Silverfish, Ison, Upgrade, Windwave and Extra, amongst a host of over 250 featured brands,

filled their spaces with the latest season’s bikes, parts and accessories.

As the 2017 show kicked off, our first stop of the day was to visit the representatives at Upgrade who – amongst a host of new releases – were particularly excited about the release of the new DMR Sled. The bike is built upon 27.5” wheels and features 16mm of travel via the Orbit link system. The 6061 series aluminium frame is available in four sizes with a head angle of 65.5 degrees. The bike is designed to handle being pushed to its limits with a reinforced lower link and robust ball bearing units.

The brand also had a colourful collection of cage-clip V-twin pedals on display, which are based on SPD technology. The pedals can BIKEBIZ MARCH 25

SHOW REVIEW

Xxxxx xxxx xxxxxx xxxx xxx xxx xx xxxxxx

“For 2017, Morgan Blue is offering a unique personalisation service, so that independent shops can get their own branding printed on the label.”

26 BIKEBIZMARCH

be customised to optimise float preferences to improve personal riding positions.

Hutchinson is a brand new addition to the Windwave group, having announced their partnership in early January of this year. The French brand has retained local production, meaning that both stock and dealer demand within the UK and Europe can be managed easily and quickly. The range, which covers road to mountain bike tires – is offered with a new POS package.

Morgan Blue was another brand from Windwave that was offering an engaging product line. The lube expert provides a range of cleaning and maintenance washes, such as the Mud Off 1000cc, to calcium

greases and tools. For 2017, the brand is offering a unique personalisation service, so that independent shops can get their own branding printed boldly on the label.

Over at Silverfish, Knog was showing off a fresh ecosystem of connected accessories. The PWR range is based around USBrechargeable power bricks of various storage capacities, which can be paired with a growing range of fitted LED lights, lanterns, and even a speaker system. This extremely adaptable and versatile new system allows several products to be charged at the unit, whilst the many compatible add-ons are in use. Whereas the range – which includes adaptors for head torches and bar-mounted lights – is already vast enough to invest in, we were

assured that even more additions are on the way, with safety items and onboard video cameras taking centre stage in current development. The key item in the range – the PWR Bank – has a capacity of 3,200Ah, and weighs just 95g per unit.

Schwalbe had come to Core with an updated range of quality tyres in tow, covering everything from commuter to cyclo-cross, with the latter dominated by the new X-One. Ranking at the top of the line, the X-One is available in two versions: the Allround and the Bite.

Both models are 33mm-wide cross-specific tyres that allow for tubeless fitting on corresponding wheels. The Bite is designed to respond well to a more off-road riding-type surface, due to its coarser thread and self-cleaning BIKEBIZ.COM

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round knobs, whilst the Allround consists of OneStar rubber compound for speed, with relatively low air-pressure.

Mountain bike specialist MRP made the bold claim that it was the first brand to ever create a chain guide. Whilst the guides are still a pivotal element of MRP’s business, the product taking centre stage at the show was the fork and suspension developments. Eight years ago, MRP took over a smaller brand called White Brothers, and in the process took control of its advanced suspension system production. All products in the range are hand-built to order in MRP’s Colorado warehouse, meaning the units are fully customisable and designed to withstand over 200 hours of riding time without needing a service. The fully externally-adjustable forks feature what MRP calls Ramp Control. The insertable cartridges are designed to adjust to the rider’s weight, and even riding style.

Issi is another American import that’s making professional pedals available at a more affordable price point for the average rider. The colourful range – which is distributed by 2pure in the UK – consists of both intermediate clipped models and flip pedals, which are designed to seamlessly interchange between clipped and flat simply by rotating the pedal.

Various items in the range are available in both Shimano SPD and Look Keo configurations. The brand also offers three varied spindle lengths to suit riders of all shapes and sizes. In addition to the dual-purpose Flip model and the minimalist Issi II, the brand also offers road and trail-specific pedals, both of which are lightweight and available in eight eye-catching colourways.

Danny MacAskill-endorsed bar ends and grip specialist LizardSkins has become somewhat of a phenomenon over the past 12 months after finding a new purpose in the world of American baseball.

Various professional teams widely publicised the superior grip and comfort of the bar tape, even receiving a hat tip on a major sports network mid-game. Whereas this was a pleasant surprise for both 28 BIKEBIZ MARCH

Lizardskins and distributor 2pure, the brand was making strides in the industry due to the latest signature grips of riders such as MacAskill and Steve Peat, both of whom have been using the grips for a number of years.

It’s been a monumental year for Swiss brand ASSOS, which recently opened its first store outside of Swizerland on Regent Street, London and renewed its fruitful partnership with Team USA with the release of a kit that harks back to the golden years of American cycling. The brand’s summer 2017 range features a collection of the latest high-tech fabrics and materials integrated into the designs of jerseys, shorts, socks and headwear, all printed with ASSOS’ classic sleek designs.

Significant additions include a long-sleeve version of the popular Skinfoil baselayer. The fitted top is designed specifically for summer use; breathable yet insulative materials are designed to balance the rider’s body temperature, whilst offering enhanced protection from UV rays.

Nutritional specialist and latest

“All products in MRPs range are hand-built in its Colorado warehouse – the units are fully customisable and designed to withstand over 200 hours of riding time without service.”

ZyroFisher signing OTE Sports is currently busy promoting the latest variants of its 100mg Caffeine Gel, which is now available in a range of flavours, including blackcurrant, lemon and lime, orange and pineapple. The naturally-flavoured carbohydrate energy gel contains fruit concentrates, balanced electrolytes and energy derived from guarana. Other new additions include a dark chocolate orange protein bar and a pre-workout performance enhancer.

A big talking point in the ZyroFisher camp is the new self-adjusting bikefit system, the ID Match. According to the brand, the system is a world first, due to its smart auto-scanning technology which measures the biomechanics and posture of the rider in order to ascertain a scientifically perfect fit. The unit assesses all functional riding angles, whilst compiling a 3D analysis of optimum fit, including saddle, handlebars, cranks and even cleat positioning.

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BIKEBIZ AWARDS

T H E

N I N T H

A N N U A L

On February 16th, for the first time ever, we saw 220 trade members make their way into the Aloft London ExCeL Hotel for a fantastic night at the BikeBiz Awards 2017, in partnership with the London Bike Show.

The awards evening celebrated 17 of the cycle industry’s high achievers in late 2015 and 2016.

The BikeBiz Awards 2017 were backed by charity partner Cycling UK, drinks partner Cycleguard, Independent Bike Dealer category sponsor Cycle Republic, Innovation from a Newcomer sponsor Tannus Tyres, Best Online Store sponsor Bikesy, and event partner Citrus-Lime.

32 BIKEBIZ MARCH

AND THE WINNERS ARE...

SPECIALIST RETAILER: Bike Treks of Ambleside INDEPENDENT BIKE DEALER: Velorution of London MAINSTREAM RETAILER: Decathlon RETAIL EVENT: Bespoked ONLINE STORE: VeloVixen P&A DISTRIBUTOR: ZyroFisher BIKE DISTRIBUTOR: Moore Large BIKE BRAND: Boardman SPECIALIST DISTRIBUTOR: Volt Bikes SALES TEAM: CSG UK MARKETING TEAM: Shift Active Media BREAKTHROUGH BRAND: Freddie Grubb P&A BRAND: Giro INNOVATION FROM NEWCOMER: KitBrix CYCLING ADVOCACY: Cycling UK NON-CYCLING BRAND: Red Bull RETAILER SERVICES: Cycle Scheme

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BIKEBIZ MARCH 33

INTERVIEW

Scooting over to IBDs It may not be in the business of bike manufacture, but that’s not stopping Micro Scooter from targeting independent bike dealers as potential retailers for its adult range this year. Hayley E. Ferguson talks to Tom Hamblin about the company’s cycle retail-specific strategy for 2017...

HISTORICALLY, adults have not been Micro Scooter’s target customers. But with a newer range of grown-up-sized commuter scooters, Micro Scooter wants to get its products on the road, and into IBDs. “It still seems a bit foreign to see someone on their own, scooting along,” says Tom Hamblin, business development executive. “It’s a new concept here.

Abroad it’s a more common. I was in Paris at the end of October, and all the railings outside universities had scooters locked to them.

There’s still this barrier we’re trying to break down, but I think it will really catch on.”

Hamblin says that Micro isn’t looking to replace cycling, but rather to join the ranks with the folding bike brands sold in IBDs across the UK. “We’re not trying to BIKEBIZ.COM

challenge bikes in any way. This is just a different mode of twowheeled transportation that can actually benefit the cycle trade.”

Although a big part of the business has always been children’s toys, Micro Scooter is now recognising that there’s an opportunity in the adult scooter industry. Hamblin says that the ideal adult customer is somebody who might like a folding bike, but who may not have the funds to buy a top-end model. “Some of our most loyal customers are now in the cycle industry. We’ve seen a real drive in the bike trade,” he continues. “It’s not competing, and we’re not saying scooting is going to take over. But there are days when you just don’t want to take your bike, when it’s just a fifteen minute walk, for example.”

“We’re not trying to challenge bikes in any way. This is just a different mode of twowheeled transportation that can actually benefit the cycle trade.”

Tom Hamblin, Micro Scooter

Micro Scooter aims to present a convenient, short-distance alternative to cycling that is compatible with bike shop retail.

“The owners of one my key accounts really like selling scooters.

The manager recognises that it’s good for the bottom line – they do really well with it.” Certainly, it seems that because city dwellers are always looking for the fastest, least expensive way to get around, scooting could well be the next big thing in urban areas. “It’s a thriving industry from a business point of view. If you’re already buying a railcard, and then you’re adding to the price with short bus and tube journeys, it really adds up.

Customers go into cycle shops to explore solutions to this problem, and don’t even know that scooters are an option.”

BIKEBIZ MARCH 35

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With the business split between toys and cycle stores, Hamblin suggests that bike shops could capitalise on the growing popularity of children’s scooters by offering adult scooters alongside bikes.

“A customer going into a toy store isn’t necessarily the same customer who’s going into a cycle store, but they might be looking at scooters for their children online, and see that there’s an adult option as well.

We’re trying to get the whole family involved. There are a lot of independent cycle stores that could benefit. It’s just about finding the right ones, and helping them support the business.

“We support our retailers in any way we can with point of sale. We have a trade team who go around the country – they’re always out out and about, visiting our customers.

There are POS stands that we provide free of charge to retailers, and we offer any literature they might need. We look to support them in any way we can when driving the business. We work closely and appreciate our relationships with our trade

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customers, whether it’s the bigger or smallest retailers.”

As it stands, Micro isn’t sold in any major chain stores, and the scooters are distributed direct through the company. “The decision to be sold through a big corporate company would need to be right for the business. We would have to consider how that would affect our key relationships with smaller retailers.”

Although Micro doesn’t offer promotions very often, Hamblin claims that’s because it just doesn’t need to. “The product holds its price everywhere. Our customers know that, and we don’t ever have them call up looking for offers.”

One of the company’s slogans is “often imitated, but never surpassed”. Swiss design and engineering is definitely a feature that it takes advantage of – but does Swiss really mean better?

“Yeah, it does,” says Hamblin. “Of course there are cheaper options, but the quality speaks for itself. We put a lot of time and effort into our research. You pay for what you get.

“The market for scooters really

“Although we do have accounts throughout the country, we’re looking to build that, and find the key areas in which scooting is convenient. At the minute, it’s mostly London, and other major commuting areas.”

Tom Hamblin, Micro Scooter

has grown in the last year. We’ve seen an increase in our adult scooting sales. That’s why we’re pushing parts of the UK outside of London. Although we do have accounts throughout the country, we’re looking to build that, and find the key areas in which scooting is convenient. At the minute, it’s mostly London, and other major commuting areas. We’re looking at how we’re going to drive the business. It’s already becoming a bit more mainstream – awareness is growing.”

But with hurdles still to overcome in the adult market, what is the company doing to appeal to the commuter sector on the whole?

“We’re doing a try-before-you-buy scheme. We give our retailers scooters free of charge. When customers come into the store, the staff can offer them a loan for a few days. It’s just about getting adults to try it. We’ve also got this new thing on our website – you put in your journey plan, and it tells you how long it would take you to scoot the distance.” tradeorders@micro-scooters.co.uk

BIKEBIZ MARCH 37

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SHOW REVIEW

The Bike Place gets a boost With 50 per cent more floor space, The Bike Place said this was its best year ever. Here’s what we saw…

SINCE Eurobike, Ultimate Sports Engineering (USE) says not a lot has changed – but there is one major technical update across its lighting collection that should keep road

per cent of cycling road collisions take place during the day, cyclists are increasingly being encouraged to use their lights during daylight hours. “It definitely does grab

“Cars seem to be giving us a bigger scoop around with the updated lights.”

Mark Swift, USE cyclists safer during the day. All Exposure lights will now be fitted with the Daybright Pulse Pattern, an attention-grabbing flashing feature designed to make riders more visible to cars. Because 80 BIKEBIZ.COM

drivers’ attention,” said brand representative Mark Swift. “Cars seem to be giving us a bigger scoop around. I think it’s because the flashing is just so annoying.” In addition to the new safety feature, BIKEBIZ MARCH 39

SHOW REVIEW

SHOW HIGHLIGHTS

the Ultimate range has been made available to all IBDs, as of midJanuary.

ION’s newest releases are the K-Lite zip and K-Lite R, more lightweight than their predecessor, the K-Lite. The Collision soft-shell pants were also a talking point at the show. Stormproof – although you’d never know it – and lightweight, they feel like a normal pair of trousers. It’s a shame that the ladies’ range doesn’t boast an equivalent product – I hope to see something similar soon. The Rascal shoes, which come in blue, gray and black, recently won a design award. The shoes have a grip sole, and are stiff, but offer a bit of flex.

Also new in the range is a bag with an inbuilt spine support and air conditioning system, made from a plastic sliding ratchet track, to prevent that summertime sweaty back feeling.

Austrian brand Simplon’s representatives were particularly enthusiastic about the Pavo Granfondo Disc. Superficially, it looks like a racing bike, and while it’s designed for speed, it is aimed at the comfort-orientated rider, with more give in the frame than the sporting bikes. Simplon uses a trick of the eye to achieve the combined comfort and athletic appearance. The bike is long in the front, but the fork is pointed forwards, and its length is extended, rather than the handlebar stem’s, to avoid the old-man-bike look. Its sportier cousin, the Pavo 3 Ultra, weighs in at an impressively light 6.3 kg.

All Simplon frames are customisable with interchangeable specs. The bar stem and seat posts are bespoke, in-house products.

Most frames across the range are carbon, although there are several aluminium models available too.

New to NRG4 is a redesigned Astana kit and helmet, and the Limar Ultralite+, currently the lightest helmet in the world at 175g. A removable backlight has

UltraSport EU presented a number of Smith cycle helmets and eyewear to attendees. Although it had been distributing the snow sports helmets for ten years, the

“The Pavo Granfondo Disc is designed for comfort, but uses a trick of the eye to look like a racing bike.” been integrated into all Limar helmets for 2017 – the company is apparently working toward directing its efforts to road – without forgetting MTB – for the next year. A range of children’s helmets, including a number designed for “competitive energy kids”, was on display at the show.

The 224 helmets – aimed at children aged two to four – feature a flat back for use with child seats and comfortable padding so as not to discourage the young user from wearing future helmets.

On show at the Bickerton stand was the refreshed Argent 1909, whose original frame was designed in the 70s. New features include an internal hinge, and a right-hand, rather than left-hand, fold to protect the chain. Updated geometry and curvy handlebars make for a more comfortable ride.

40 BIKEBIZ MARCH

cycle helmets was only brought in last year, across a relatively wide range of price points. The representative was quick to tell me that Smith Optics is responsible for manufacturing the most popular action sports sunglasses in US, reportedly exceeding even Oakley in brand recognition. Helmets are available with MIPS and non-MIPS fittings – although the price difference is only £20 – and Koroyd, which apparently absorbs impact better than EPS does. Premium helmets integrate with Smith sunglasses, which are now made with a new treatment, Chromopop, to make colours stand out and relax the eyes.

At its stand, brightly-coloured cycle clothing brand Primal flaunted a dynamic new line of socks and matching jerseys. “Our greatest strength is in design and print. It’s BIKEBIZ.COM

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SHOW REVIEW

All of Vaude’s Asian-produced products are registered with the Fair Wear Foundation. The Pro Wind Shell caught my eye, with its plastic-bag aesthetic and superlight weight of 64g. A number of products in Vaude’s cycling line make good use of Polartec’s Alpha pro, including the bib leggings available with and without chamois.

Cooke Components’ stand had Supacaz’s vibrant handlebar grips and tape on display, along with its parallel own-brand VEL range. The grippy Supacaz tape is available in “just shy of” 40 colours at £32.95, or £34.95 in limited edition colourways. For a slightly different customer, the VEL mamba tape and silicone grips – which allow retailers to make a 50 to 60 per cent margin – are available at a lower price point.

about fun, being inclusive, and not taking yourself too seriously,” said James Smith, director. “But we don’t want anything to look crass, either.” Having grown 80 per cent in three years, Primal uses fashion trending software, rather than sport trending software, to plan its collections.

Amidst its Funkier range, Bob Elliot had its Alexrims’ wheelsets on display – exclusive to the distributor – including three road wheels, and one mountain bike wheel in 27.5” and 29”. A magenta Funkier Cobina gilet, and jersey in “merlot”, marked at £40, looked set to be popular with the ladies.

At AMPS Electric Bicycles’ stand, word was that 2018 would see a complete facelift. For now, the bikes have only seen little tweaks, such as the DMK bike computer that is fitted to Wisper bikes being branded with the Wisper logo.

Vaude, winner of the German Sustainability Award 2015, had a range of German-produced carbon-neutral products on display.

42 BIKEBIZ MARCH

resistance – damage is caused when the joints are under too much pressure. The pedal floats on the axle, swaying, and adapts to the rider’s body.

Nearing the end of the day, representatives at the X-Bionic stand were still ferociously enthusiastic. Known for its textile manipulation, the brand was formed on a think tank, and has a whopping 269 patents against its

name. The high-tech Effektor jersey aids recovery and lowers lactic acid levels with compression, while the 3D-knit bib tights and chamois are made from only one thread.

X-Bionic believes that wicking sweat away is a mistake that can create electrolyte and dehydration issues. Instead, it aims to “turn sweat into energy” with hydrophobic and hydrophilic fabrics that are designed to spread sweat over a broad surface area.

New to the scene is Brightspark, an integrated light indicator unit that clips onto handlebars, producing a headlight effect. Tired of being unsure whether approaching lights seen in his wingmirror were bikes or glowing cigarettes, Founder Dominic Waters invented Brightspark as a driver, not a cyclist. “A light could be five or 50 feet behind you,” Waters told me. “And you can’t discern how wide the vehicle is if there’s only one.” The headlights go through a cycle of 75, 150, and 300 lumens, and come in packs of two. A button activates an indicating system, and vibrating handles communicate to the cyclist that this is in use. Although Brightspark officially launched at Interbike two years ago, The Bike Place was its first UK trade show. As yet, the product is still a concept, but crowdfunding began on Indiegogo this month with the intention of having Brightspark ready for November at the latest.

“I’m hoping we can work with independents,” said Waters.

On display with an array of wheels was Edco’s clipless 3AX (pronounced “triax”) pedal, launched last year. This inventive product won the Eurobike Award 2016. Its purpose is to help the cyclist’s legs follow the path of least BIKEBIZ.COM

SHOW REVIEW

Top gear BikeBiz heads out to the Geared show to take an exclusive first-look at the latest and greatest releases from the Moore Large portfolio...

IN MID-February, Team BikeBiz headed down to the annual Geared show in Derbyshire to grab a sneak peek at the latest and greatest product releases in the Moore Large collection. As one of the UK’s largest distributors, the array of fresh stock from the likes of Proviz, Forme, Weldtite and Lake took up every corner of the Moore Large showrooms.

It’s been a busy year for the distributor, which admitted to a last-minute push to get the show ready in time, having exhibited a limited selection of new products at the Core Bike Show. With the ink on some major mergers still drying, we took up the opportunity to peruse the various ranges in the presence of Moore Large marketing manager, and guru

“Forme has been slowly but surely transforming its extensive range of bikes for the past year.” of all things product-related, Lauren Vanderplank.

Last year, Moore Large dropped hints that certain brands in the range could potentially face a significant merger, with Barracuda bikes tipped to take a major role in the move. The distributor has now confirmed that, with the consolidation of Barracuda Bikes, Forme Bikes will be central to the progression of the Moore Large range – bikes are now starting at as little as £300. This is a move that is also taking effect on the accessories side of the business, with Outer Edge and One23 now forming one central brand. Stock of both still 44 BIKEBIZ MARCH

exists under the original titles, but we’re assured that completely new packaging and branding options are on the way.

Kenda is starting the New Year with a small-but-strategic addition to its collection. The Havok plus tyre presents a move into the latest generation of plus-sized bikes, with a larger air volume and increased contact patch. The brand says that tyre is capable of performing to the level of more aggressive tread patterns from different diameter tyres, as the siped transition knobs and shoulder blocks give purchase on almost any surface. It’s worth mentioning that the Havok Pro is also optimised for e-mountain bike riding, further demonstrating Kena’s willingness to evolve with the market.

MountCase is a brand new acquisition that is focusing purely on the integration of phones and other small products onto handlebars and stems, with the introduction of their quick-release securing system. Products include a robust full-protection iPhone case and a handy-mount for accessories, such as lights or GoPro cameras.

Security specialist OnGuard has kicked off the new season with an intuitive new Smart Alarm lock.

The new U-lock has a built-in motion sensor and powerfulsounding alarm with an output of 120db. The product features an auto arm and disarm option for easy security on-the-go, and includes a 14 or 16mm hardened steel shackle.

It’s no secret that bike shops are moving to transform the clichéed image of the workshop environment into a more clean and inviting place for customers. This, for many, means streamlining the tooling area and even bringing it to the front of the shop. Tool brand BIKEBIZ.COM

SHOW REVIEW

SuperB has taken this onboard with the release of the new workshop toolboard. The sleek new pegboard features a 200cm by 80cm matte black display area with adaptable hooks that hold everything from wrenches and spanners to crank tools and wheel truing stands.

Kid’s cycling specialist Cuda Bikes has padded out the alreadydiverse range of products – which varies from 12” balance bikes up to 24” road bikes – in its range with a youth specific full suspension model called the Impact DS. The 24” wheel bike is designed to provide a platform on which to introduce younger enthusiasts to more extreme riding. The bike sports SR Suntour suspension on the front and rear, hydraulic discs and a 1X transmission. The model is finished in matte black with green graphics and detailing.

O’Neil is also aiming more advanced riding gear at younger generations with the release of kid-specific Peewee Body Armour.

BIKEBIZ.COM

The range consists of a chest plate, elbow pads and kneepads, all of which feature similar technology to the corresponding adult products.

The youth products are complemented in the bulk of 2017 releases by the new top-of-the-

strategic additions to the range at the moment. We’ve added the new Cromford series for the hybrid category – we just wanted something that’s a bit more style conscious at the lower end, and these bikes fill that place well.” The

“It’s no secret that bike shops are moving to transform the clichéed image of the workshop environment.” range Pike helmet, which features an adjustable peak and rack system on the back, and a comfortable fit in four colourways.

Forme has been slowly but surely transforming its extensive bike range for the past year, with a view to completely revamp for 2018; the process was pushed into full-throttle with the addition of brand manager Adam Biggs to the team. He commented: “We’re trying to introduce specific

Cromford bikes feature a 6061-alloy frameset with mountain bikeinspired geometry. The steel dropouts offer additional strength and flexibility for everyday rides and ship with an included pannier rack. In addition to the Cromford bikes, the brand has introduced a series of updates and tweaks to the whole range. The Hooklow commuter bike has received a tyre change and mudguards asstandard, which Biggs explains is to

assure users that the bike is versatile enough to take on multiterrain routes as well as performing to a high standard on the road, whilst the short-scale Longcliff compact series can now be ordered with either men or women-specific saddles.

The biggest news from mountain bike brand Polygon is the release of the new Siskiu D7 full suspension, full Shimano-equipped range. The bikes continue the success of the 2016 D series with a 120mm linkage-driven pivot suspension and Rockshox 30 Silver Solo forks. The bikes also feature Suntour ExpiXon rear air shock with hydraulic speed lockout and rebound adjust. Four new bikes make up the bulk of the 2017 range, with the Trid ZZ leading the charge as an answer to Sam Rynolds’ call for a slope-style bike for competitions. The bike comes in a minimal black-on-black colourway and features a downtube-shifter for the freedom to perform a wider variety of tricks on courses.

BIKEBIZ MARCH 45

CYCLING ADVOCACY Credit: Nigel Cheffers-Heard

Devon Intervention The Exeter Cycling Charter knows cycling is good for the bottom line – even outside the bike trade. Laura Laker investigates…

BUSINESS leaders, like anyone, want to live and work in healthy, people-friendly towns and cities – for themselves, for the existing workforce, and for attracting new employees. From reduced absenteeism, and better concentration at work, to cycling routes boosting shop sales, there are good reasons why companies both big and small want to see more people on bikes.

When a group of individuals who wanted more everyday cycling in Exeter got together to push for change, they decided business support was key to getting local councillors on side.

Exeter Cycling Campaign (ECC) was started less than a year ago, but its Exeter Cycling Charter (exetercyclingcharter.org.uk), which sets out some of the benefits of cycling and calls for a connected cycle network suitable for all ages, has gained the support of more than 170 businesses, including some of the largest employers in Devon.

ECC member Mike Walton told BikeBiz that he felt no-one was BIKEBIZ.COM

speaking up for cycling, and feared it was being sidelined in the city’s transport mix. He and a group of around 20 people met for the first time last February, and in October, the Exeter Cycling Charter was born.

“We’re trying to speak up for people who would like to cycle but can’t yet, and we recognise the way to do that is by safe, connected,

is part of that equation.”

The charter (see over the page to read it in full) recognises the benefits of cycling in tackling congestion, pollution and physical inactivity, along with being a solution to the city’s rapid population growth (an estimated and predicted 18 per cent between 2006-2021). It also says signatories want a city where cycling is a viable

“The sky is blue and cycling is good for business. We want more of it.”

Mike Walton, Exeter Cycling Campaign

convenient infrastructure to be built for them; then they’ll choose to use it,” Walton says.

“We’ve tried to pitch this not as something for cyclists but something to build a better city, and that’s partly why we’ve tried to mobilise not only individuals but also for businesses.

“If we want a city that’s thriving and attracts businesses we need to make it human friendly, and cycling

option for everyday journeys.

Cycling, it says, should be prioritised on roads and public spaces, in a connected and convenient network.

Prior to the charter’s launch, Exeter’s big employers – including the Met Office, the Environment Agency, South West Water, Devon and Cornwall Police and Exeter University – were asked to sign up, in an effort to encourage smaller

businesses to follow suit. It seems the message is one that a lot of businesses already believe in, with many already trying to encourage cycling amongst employees.

“They’ve signed it because it’s obvious we want a better city, it’s obvious to cycle, it’s obvious we want employees to be fit and alert and have low absentee rates,” adds Walton. “So in one sense there’s nothing in the charter that anyone could disagree with. That’s not to say the charter’s wording is meaningless but we’ve tried to articulate it in a way that any business could say: of course, it makes sense – the sky is blue and cycling is good for business. We want more of it.”

The charter contains references to the benefits of cycling infrastructure and, ultimately, it gives companies a chance to boost their sustainability credentials.

It’s now up to councillors facing election in May to set out how they will make Exeter the cycling-friendly city that businesses and residents want to see, which marks the next phase of campaigners’ plans – BIKEBIZ MARCH 47

CYCLING ADVOCACY

encouraging councillors to pledge to plan, invest and build cycle routes, a process borrowed from Cycling UK’s Space for Cycling campaign. How easy it will be to bring those councillors around remains to be seen, however.

“The Devon County Council strategy is to double commuting cycle from six to 12 per cent over the next ten years, which is quite modest, and having talked to councillors I’m not convinced they are actually signed up to that in their hearts yet,” says a concerned Walton. “We’re saying look: all these businesses and individuals want this, the charter is evidence of that, and the best way to do that is to plan, invest and build a dense network of cycle infrastructure, will you sign up for that? We’re trying to encourage them to be bold and

have a big vision, saying: you want people to vote – this is what’s important to them.”

While Walton and his fellow campaigners recognise funds are limited, he believes that wherever there is a will there is a way.“We recognise that there is limited funding in local government, but there seems to be a lot of funding for big roads. This is largely down to the Local Enterprise Partnership.

That’s where all the money sits and where the decisions are made.

We’re trying to position ourselves so councillors can propose to the LEPs: actually what we want is not a big road across Devon, what we want is a variety of solutions for the congestion and pollution in Exeter City. What that means is an increased amount of cycling infrastructure on our busy roads.”

WHAT THE EXETER CYCLING CHARTER SAYS We recognise that… z Cycling has an important part to play in addressing Exeter’s challenges of congestion, inactive lifestyles, pollution and population growth. z Cycling supports local business, boosts economic productivity and contributes to the health and well-being of our workforce. z Pressure on the growing city will be relieved if more people cycle. z Increasing physical activity significantly eases the burden on our health and social care services.

We want Exeter to be a city where… z Children can cycle to school or college safely. z People can travel to work safely, directly and easily on a convenient and connected cycle network.

Our roads and public spaces prioritise people and make cycling the safe, natural choice for a large proportion of everyday journeys.

Cycling contributes to our prosperity, helps us stay healthy and keeps people and goods moving.

Credit: Nigel Cheffers-Heard

48 BIKEBIZ MARCH

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CYCLING ADVOCACY

THE UNIVERSITY OF EXETER The University of Exeter won the National Cycle Challenge in September 2016, with 300 staff beating 2,000 businesses to the top spot, by cycling 32,000 miles. The university is a Cycle Scheme member, and has a pool bike scheme, and e-bike hire at Streatham campus, part of a wider hire network.

Joel Smith is the University’s Sustainable Travel Coordinator and is responsible for the delivery of its Sustainable Travel Plan. He said: “The University is delighted to support the Exeter Cycling Charter which demonstrates our ongoing commitment to sustainability.

“Cycling is great for wellbeing. People who cycle regularly are both physically and psychologically healthier, so it’s no surprise we are keen to actively encourage our staff and students to switch to this means of transport.”

THE MET OFFICE As well as cycle racks and pool bikes for staff, there are on-site facilities that include showers, lockers and changing facilities. The Met Office is a Cycle Scheme member, and its staff organise social bike rides in the summer. Upon being asked whether cycling facilities were a factor in choosing Exeter for its offices, a Met Office spokesperson said: “When we were choosing a location to relocate to, the lifestyle in the surrounding area was one of a number of factors that were considered.

“As a large organisation we acknowledge the issues around congestion and pollution for our local city, and as a wider issue for urban areas across the country and globe. The Met Office recognises that cycling to work can improve staff health and wellbeing.”

BIKEBIZ.COM

Credit: Nigel Cheffers-Heard

ROYAL DEVON & EXETER NHS FOUNDATION TRUST In eight years the Trust’s staff have bought 1,620 bikes through Cycle Scheme, and secure bike parking and cycle training are provided via funding from Devon County Council.

John Perratt, Cycle Scheme Coordinator at the Royal Devon and Exeter NHS Foundation Trust, said: “Employing over 8,000 staff the benefits of cycling are recognised in terms of a fitter, healthier workforce and one which promotes ‘green’ travel. As a major healthcare provider these benefits are also publicised to patients and visitors.”

BUSINESS LOVES CYCLING The Cycling Works (cyclingworks.wordpress.com) campaign in London saw major employers from diverse sectors including Unilever, Microsoft, Deloitte, Allen & Overy, Barratt and Coca Cola backing protected cycle routes British Cycling’s #ChooseCycling network, formed in 2015, sought to harness business support, calling for cycling investment from former chancellor George Osborne.

SOUTH WEST WATER South West Water’s Business Services and Sustainability Director, Monica Read, said: “We recognise that an active workforce is a healthier workforce, which is good both for the wellbeing of our staff and for our business. South West Water is pleased to support the Exeter Cycling Charter as a demonstration of our organisation’s commitment to a more sustainable way of doing business.”

NATURAL ENGLAND John Holmes, Natural England area manager for Devon, Cornwall and Isles of Scilly, is all for the move to get more people on their bikes, saying: “Natural England is the Government’s adviser for the natural environment in England. Our job is to help protect England’s nature and landscapes, for people to enjoy and for the services they provide, both now and in the future. Locally, we employ about 100 people, with many using bikes to get back and forth to work. We are happy to support an initiative that aims to encourage more people to cycle more safely and more often.”

BIKEBIZ MARCH 51

OPINION

It’s end times for churn-and-burn In the second of three powerful articles, the Secret Accountant argues that, when dealing with IBDs, distributors have put short-term gain before considering the long term consequences...

MY ARTICLE in last month’s issue of BikeBiz explored the less-than-stellar financials that can be found in company reports – even abbreviated ones. That IBDs are not awash with cash reserves will not come as a great surprise: the bike trade’s profitability has been poor for an awfully long time (give or take the odd surge or two, such as during the mountainbike-boom years).

A key factor in the current malaise has been the displacement of IBDs by corporate money as cycling has become more fashionable, products more glitzy and sporting success more reliable. A common, but mistaken, perception of market growth, not always backed up by reliable industry data, has sucked in venture capital. In growth sectors, venture capitalists value turnover – and turnover growth – over profits.

Many IBDs believe that the corporates – be they hybrids such as Evans or internet players such as WiggleCRC – have benefitted massively from major-player preferential buying-terms from manufacturers and distributors.

As their buying power has increased so their terms just be getting better and better, goes the thinking. The reality is probably different: the corporates haven’t been buying better, in order to grow sales they’ve actually been giving away their margin.

It’s not got them anywhere, they’ve simply amassed large turnover at low margins: junk business, some might say.

Hence the various financings, and refinancings, and change of ownership – there’s only so much

52 BIKEBIZ MARCH

playing before the piper needs to be paid.

The IBD channel has been caught in the crossfire, battered by predatory pricing from the corporates in their quest for growth. Granted, there were temporary respites, such as 2012 when the market flourished, but even this turned sour as the medium-term legacy was a spate of new entrants, many of whom have since disappeared or are in the process of exiting (or are being forcibly exited).

It has not worked out for all, and

hitting the buffers; they’re finding that their model is not as scalable as they had presumed. And now exit strategies are becoming more limited. Against this backdrop, IBDs have become progressively underinvested, operating in secondary or tertiary locations, presenting an ever-deteriorating retail experience for their customers.

IBDs can offer a huge amount of passion and expertise for products, in a way that the corporates just can’t match. It’s the IBD’s advantage but that advantage has

“Despite paying lip-service to the independent businesses as the lifeblood of the industry, brand owners and distributors have, in reality, very often been unsupportive of IBDs.” it has all harmed the IBD channel.

Despite paying lip-service to independent businesses as the “lifeblood of the industry”, brand owners and distributors have, in reality, very often been unsupportive of IBDs. Distributors have said one thing in public, and then done the opposite in private.

And well they might, they have been cosseted by the seemingly easy money on offer from corporates. But now many of these distributors are finding that their wares are becoming dangerously commoditised – pushing product through the pile-it-high-sell-itcheap box-shifters does little for brand integrity.

And the corporates are finally

been squandered, they’ve left it to the distributors to add value and the distributors have taken it for free. They’ve been able to do this as a result of a number of factors including IBD-fragmentation, relatively poor business acumen across the IBD channel (far too many shops are still run by enthusiasts rather than business people), ineffective industry representation, and perceived low barriers to market entry. This last point is critical: distributors have found it easy to open new accounts but, as they are increasingly finding, it’s much harder to open quality new accounts, accounts that offer long-term sustainability. The era of the distributors churning-and-

burning is coming to an end. But what’s left? Diminished dealer networks, and plenty of bad debt.

In the short term, it’ll be more of the same, there’s no real impetus from disparate IBDs to harness their collective potential and get genuinely rewarded for their crucial role in creating value for the distributors and their brands. An attractive option might be to form an IBD lobby, arranging for collective buying, rewarding IBDs for warranty work, arranging demo rides, negotiating consignment stocking arrangements, ploughing unlevel playing fields and slamming discounting, but it’ll be hard for IBDs to pay for such an initiative when there’s now little left to fund it. It’s a vicious circle of decline.

It’s almost inescapable that for many IBDs there’s going to be (more) pain ahead. Many IBDs – even ones we think will be around forever – will go out of business, and may not be replaced by new entrants. It’s also reasonably certain that some of the corporates will implode, especially with the direct-to-market brands such as Canyon creaming off some of the top-end business. But there is a way forward. There will be some IBD winners, and next month I’ll explore how they might go about it (Naturally, if you also have strong feelings on this, send in your comments to BikeBiz).

The Secret Accountant is an IBD, and will not be revealing his identity, his business or his location.

BIKEBIZ.COM

SECTOR GUIDE

Cycle computers Cycle computers are getting more advanced and efficient, and offer the retailer an add-on sale for big spenders purchasing complete bicycles. These are some devices you might want to stock up on this season...

BBB DASHBOARD (BCP-15W)

Windwave

With ten functions and a large, easy-to-read screen, the DashBoard is an ideal cycling computer for people who want a basic design without too many functions. A recent update chose to respect the simplicity of the design that appeals to the computer’s core market, but took the design to another level. The DashBoard has been slimmed down, combining the screen and upper part of the casing, but still retains its 32 by 32 millimetre display for optimum readability. The single button operation has been carried over into this reincarnation. The simplified construction allows for better weather protection.

GARMIN EDGE 820 Madison XPLOVA X5

Shift Active Media

The Xplova X5 is the industry’s first cycling computer with video recording capabilities. Features include a wide-angle camera on which riders can automatically capture three-second video clips of the scenery based on pre-determined parameters like speed, heart rate, GPS coordinates and even unique points of interest.

Recording can also be triggered manually, and users can select and compile up to eight clips into a unique video which can be uploaded to social media. The high-quality videos are recorded at 720p resolution.

Smart Sign Guidance syncs and stores riders’ favourite routes directly on Xplova.com. This allows the creation of detailed journeys with unique points of interest to navigate to. Riders can plan workout routes and tough hill climbs for dynamic training sessions.

The Xplova X5 acts as a live dashboard that presents a rider’s performance data in real-time via ANT+. It displays cycling speed, heart rate, cadence and power. A customisable chart view is also available for more detailed graphical analysis and to compare speed, heart rate, power output, gear selection, distance, and trip duration.

BIKEBIZ.COM

As the latest computer in Garmin’s range, the Edge 820 packs high-end functionality into a small, sleek package. As well as turn-by-turn mapping using GPS and GLONASS reception displayed on a new 2.3” capacitive touch screen, it’ll estimate VO2 max, and calculate FTP and watts/kg. It includes advanced cycling dynamics and taps into Strava Live segments. The 820 also links with a smartphone to auto upload, show call and text alerts and even weather reports.

Battery life has been improved, and the unit gives the user up to 15 hours in GPS training mode; the all-new battery saving mode extends battery life by up to 50 per cent.

BIKEBIZ MARCH 55

SECTOR GUIDE

TOPEAK PANOCOMP X

Extra UK

A 2.2” customisable screen allows users to see their most important metrics at a glance. Combined with the Topeak PanoBike+ app, this computer will track your ride and record data, which can then be uploaded to community platforms such as Strava. Computer mode connects the computer and sensors to view real-time ride data.

Remote monitor mode allows you to sync data with Topeak PanoBike+ app using a Bluetooth Smart-ready smartphone or tablet.

DATATAG CYCLE PRO SECURITY SYSTEM

Chicken

Datatag’s Cycle PRO system provides an indelible security mark for bicycles with tamper-evident labels and invisible UV etching. The microscopic Datadots it contains are used to mark up expensive components like cycle computers, providing them with an identification they would not ordinarily have.

Sold Secure-rated, Thatcham-approved and chosen as standard in many industries, this quick-to-read security system gives the police the upper hand in identifying components via a 24/7 secure contact centre, and as such deters theft in the first place.

WAHOO ELEMNT

Canyon

The Garmin Edge 810 comes equipped with ANT+ sensor compatibility, map support and turn by turn navigation, as well as an impressive colour touchscreen. The device records all the standard bike GPS information you’d expect: displaying speed, distance and time. Connect to your smartphone to upload this data online and add live GPS tracking. This handy bundle also includes a premium heart rate chest strap, speed/cadence sensors, standard/aero mounts and European city maps.

Wahoo

The Wahoo ELEMNT is equipped with Bluetooth Smart and ANT+ dual-band technology. The computer pairs seamlessly with cycling sensors, the menus are simple to use, and the device comes with a free companion app that allows the user to set up their data fields, customise profiles, track performance, and share ride data effortlessly.

Additional features include the programmable LED QuickLook Indicators, which provide a simple and efficient way for the user to see if they’re on pace, with important performance metrics like speed, cadence and power.

56 BIKEBIZMARCH

GARMIN EDGE 810 BUNDLE

ECHOWELL BRI-9W WIRELESS COMPUTER Bob Elliot This 100 per cent waterproof cycle computer has an integrated low battery indicator, wired speed sensor, and a smart power control system for energy-saving. The device’s wireless functions include current, average, and maximum speeds, trip distance, odometer, riding time, a 12/24 hour clock, auto scan, and calorie consumption.

BIKEBIZ.COM

2017

FORWARD FEATURES APRIL 2017

Cycle Fashion: Clothing, Eyewear & Accessories

Cycle Luggage: Panniers, Cases & Bags

Electric Bikes

JULY 2017

Women’s Specific Bikes & Accessories

Cycle Lights

Drive Train: Chains, Gears & Cranks

MAY 2017

The UK’s Top 20 IBDs

Brakes

BMX: Bikes, Parts & Accessories

AUGUST 2017

Eurobike Guide supplement

Mountain Biking: Bikes & Protective Clothes

Forks

JUNE 2017

Cyclocross Bikes & Accessories

Bike Security

Energy & Nutrition

SEPTEMBER 2017

Child’s Bikes, Trailer Bikes,Helmets & Accessories

Indoor Training

Clothing & Accessories: Winter & Reflective

OCTOBER 2017

Road Cycling Bikes & Accessories

Bike Trailers, Car Racks & Bike Boxes

Cycle Show issue: Extra distribution NOVEMBER 2017

Stocking Fillers: Gifts under £20

Triathlon: Bikes & Gear

Bottles and Cages DECEMBER 2017

Wheels, Tyres & Inner tubes

Cycle Footwear

Retail Survey 2016

Want to advertise in any of these issues?

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

Contact Richard Setters rsetters@nbmedia.com or call 0207 354 6028

Contact Hayley Ferguson hferguson@nbmedia.com or call 0207 354 6002

WHOLESALE CYCLE PARTS AND ACCESSORIES BUSINESS MACKADAM FACTORS (1994) LTD IS A VERY WELL ESTABLISHED WHOLESALE BUSINESS THAT SUPPLIES RETAIL OUTLETS WITH BICYCLE SPARES AND ACCESSORIES The business has a very healthy client base of more than 100 customers and operates a delivery service for businesses in the area and a courier service for businesses that are further afield.

The business prides itself on customer service and most of the orders are taken over the telephone from clients and with regular calls from the directors with whom they have a long standing relationship.

The business only supply’s to the trade to protect the business relationship with their clients.The area that the business covers Wales,the border counties and the south and west of England.

The business can demonstrate a healthy profit margin and shows a strong net profit.

NEW PRICE

£150,000 PLUS STOCK

The business is run by three directors who now wish to retire,they are the fourth owners with over 100 years service between them.They wish the business to continue past the centenary,the business was first established in 1919.

THE BUSINESS IS BASED IN SOUTH WALES BUT CAN BE RELOCATED IF REQUIRED

Any enquires please contact: Arrow Business Sales | 80 Windsor Village | Port Talbot | SA12 7EY Tel: 0333 1234311 | Email: enquires@arrowproperty.co.uk

Rides of Way: why off-road cycling access rules need to change.

I

ndustry estimates indicate 30% of the 3.5million cycles sold annually in the UK are mountain bikes. Compared with just 10% for road, it’s clear that off-road cycling is the most popular recreational cycling pursuit for Brits. But there is only one national organisation championing off-road cycling recreation interests Cycling UK.

Perhaps better known for campaigning for everyday cycling for transport, we’ve been campaigning for off-road access for over ÀIW\ \HDUV 2XU 7UDLOV IRU :DOHV FDPSDLJQ VXSSRUWLQJ WKH :HOVK Government’s proposals to relax rights of way rules for greater cycling access, is being considered in our nomination for best advocacy organisation at the BikeBiz Awards. :H JDLQHG F\FOLQJ DFFHVV WR EULGOHZD\V LQ :H ZRQ ‘presumed access’ through the Scottish Land Reform Act 2003, opening thousands of miles of open spaces to be ridden on. But WKH SLFWXUH LQ :DOHV DQG (QJODQG LV OHVV EULJKW ² ZLWK OHJDO DFFHVV DW D SDOWU\ RI WKH ULJKWV RI ZD\ QHWZRUN LQ :DOHV DQG MXVW LQ (QJODQG :LWK SK\VLFDO LQDFWLYLW\ D PDMRU LVVXH LQ :DOHV LW LV FOHDU WKH DXWKRULWLHV ZDQW WR LPSURYH RSSRUWXQLWLHV IRU DFWLYH OLIHVW\OHV :LWK a concerted push we galvanised the support of over 4,000 people who signed up to our campaign, backing the open access concept.

7KLV ZDV WKH KLJKHVW UHVSRQVH WKH :HOVK *RYHUQPHQW KDG HYHU received, trumping consultations like the future of the NHS, and demonstrating a real appetite for change.

:LWK OLWWOH NQRZQ RI SXEOLF RSLQLRQ RQ RII URDG F\FOLQJ DQG RIWHQ relying on U.S. data, we set up the largest ever UK off-road survey. :LWK SDUWQHUV 2SHQ 07% ZH JDWKHUHG DOPRVW UHVSRQVHV 1HDUO\ WUDYHOOHG DZD\ IURP KRPH LQ (QJODQG LQ WKH ODVW two years, and of these, almost three quarters visited a trail FHQWUH VSHQGLQJ DURXQG Â… WR Â… D \HDU 7KH 6RXWK 'RZQV :D\ ZDV WKH PRVW SRSXODU PXOWLGD\ WUDLO ZLWK KDYLQJ ULGGHQ it, compared with 17% riding the Coast to Coast and 14% for the 3HQQLQH %ULGOHZD\ DQG WKH 5LGJHZD\ RI SHRSOH VXUYH\HG WROG us the quality of a trail matters most.

Almost half (47%) would consider buying an e-bike as they get ROGHU -XVW XQGHU WZR ÀIWKV UHFRUG DOO ULGHV RQ *36 GHYLFHV PRVWO\ choosing Garmin, or their smartphones. And around 70% share their ride data on Strava.

7KH ZRPHQ·V UHVSRQVHV VKRZ WKH\ DUH PRUH OLNHO\ WKDQ men to have ‘just started’ off-road cycling; ranked ‘enjoying QDWXUH· DV D WRS PRWLYDWLRQ DQG ULGH RQ IRRWSDWKV WR DYRLG WUDIÀF :RPHQ ZHUH OHVV OLNHO\ WKDQ PHQ WR UDWH WKHLU RII URDG F\FOLQJ skills as above ‘intermediate’; consider ‘technical challenge’ as a motivation; or prefer technical trails.

Rides of Way, &\FOLQJ 8.·V 2II 5RDG 5HSRUW ZDV SXEOLVKHG DW WKH /RQGRQ %LNH 6KRZ RQ )HE 7R ÀQG RXW PRUH DERXW WKH VWDWH RI RII URDG F\FOLQJ GRZQORDG \RXU FRS\ RQOLQH DW F\FOLQJ XN FDPSDLJQV 3DXO 7XRK\ &KLHI ([HFXWLYH &\FOLQJ 8.

@WeAreCyclingUK | cyclinguk.org

SECTOR GUIDE

VELOMANN C-SERIES WIRELESS COMPUTERS

LEZYNE SUPER GPS NAVIGATE

Greyville Enterprises

Lezyne’s Super GPS works in sync with smartphones and is packed with key features. Navigation and mapping are via Lezyne’s free GPS Root website. Users can tackle Strava Live Segments, stay connected with phone notifications and share their rides in real time on live tracking. At its core is an reliable processor that combines three forms of measurements: GPS/Glonass satellite tracking, a barometer measuring atmospheric pressure, and an accelerometer which cancels out GPS “drift” and saves battery. The display can be personalized with up to five customisable pages. Battery runtime is up to 22hrs.

A new range of cycle computers featuring three display lines that allow users to constantly monitor the desired data.

Water-resistant with oversized numbers for easy reading, encoded wireless transmission, a reversible bracket suitable for easy mounting without tools, both on the stem and on the handlebar, a wheel magnet suitable for both round spokes and aerodynamic.

The range consists of four models offering eight, 11, 17 and 25 functions. The C25 incorporates Cadence and Heart Rate Monitor with an RRP of £69.95.

LEZYNE MICRO COLOUR WATCH

Upgrade Bikes

Lezyne’s GPS watch is an affordable, wearable multi-sport bike computer. It provides specific modes for cycling, hiking and running, plus lifestyle mode. With Bluetooth and ANT+ connectivity, the unit can pair with power meters, heart rate monitors and speed/cadence sensors, and sync with iOS and Android Smartphones via the Lezyne Ally app. It offers turn-byturn navigation, live tracking, Strava Live Segments and phone notifications (text message, emails and calls). The integrated accelerometer calculates steps in the lifestyle mode, enhances the GPS tracking and improves battery runtime to deliver to 14 hours in GPS Mode or 100 hrs in Lifestyle mode.

BIKEBIZ.COM

Upgrade Bikes

SIGMA TOPLINE RANGE

Moore Large

Bigger, slimmer, and with plenty of new features. From the compact beginner model BC 5.16 for occasional cyclists to the BC 23.16 STS for ambitious athletes, the new Topline series offers a cycle computer for everyone. The top-of-the-range model is loaded with all of the necessary training functions including heart rate, cadence, altitude and gradient. One of the highlights of the BC23.16 STS is its enormous logging capacity of up to 500 hours – previously saved rides can be converted into an opponent for a “ghost race” with the Sigma Data Centre.

BIKEBIZ MARCH 59

In association with

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

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

Moore Large and Co Ltd Grampian Buildings, Sinfin Lane, Derby, Derbyshire.

DE24 9GL Tel +01332 274281 Web: www.moorelarge.co.uk

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

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

North Sports 38 Kingston Avenue, Neilston, Glasgow, East Renfrewshire, G783JG Tel: 07746 933795 Web: www.northsports.co.uk

Continental North Parade, Aberystwyth, Ceredigion, Wales, SY23 2JR Tel: 01970 626777 Web: www.conti-tyres.co.uk

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

EDCO Components North Parade, Aberystwyth, Wales, SY23 2JR Tel: 01970 626777 Web: www.edco-wheels.co.uk

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

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

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

Raleigh UK Ltd Church Street, Eastwood, Nottingham, NG16 3HT Tel: 01773 532600 Web: www.raleigh.co.uk and www.cyclelife.com and www.diamondback.co.uk

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

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

The BikeBiz Directory 2017 is out now, providing the industry with a must-have guide to the UK’s retailers, distributors, manufacturers and related businesses.

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

DISTRIBUTION AND WHOLESALE

E-COMMERCE AND EPOS

EVENT ORGANISERS, HOSTING, HOLIDAY AND HIRE

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

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

Stolen Goat Unit C1E Threshold Way, Fairoaks Airport, Woking.

GU24 8HU Tel: 01483 361146 Web: www.stolengoat.com

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

Zyro Fisher Ltd Roundhouse Road, Faverdale Industrial Estate, Darlington, DL30UR Tel: 01325 741200 Web: www.zyro.co.uk / www.zyrofisherb2b.co.uk

MANUFACTURERS

MARKETING, PR AND CONSULTANCY

MEDIA AND PUBLISHING

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

Buffera Limited Cranbourne House, Cranbourne Road, Potters Bar, Hertfordshire, EN6 3JN Tel: Tel +01920 460754 Web: www.buffwear.co.uk

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

ORGANISATIONS, CHARITIES AND ASSOCIATIONS

RETAILERS, WORKSHOPS AND MAIL ORDER

SERVICES AND TRAINING

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

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

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

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

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

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

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

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

The BikeBiz Directory 2017 is available to view online at

www.bikebiz.com

MARKETPLACE BIKES & ACCESSORIES

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

BIKES & ACCESSORIES

2PURE/

Bike tools

0844 811 2001 / TRADE@2PURE.CO.UK / 2PUREB2B.CO.UK

BIKES & ACCESSORIES

BIKES & ACCESSORIES

FREE SHIPPING

on all parts via www.madisonb2b.co.uk

Hangers, BB solutions, Bearing presses, Sealed bearings and Workshop solutions 6USPUL OHUNLY Ä UKLY! www.wheelsmfg.co.uk

62 BIKEBIZ MARCH

BIKEBIZ.COM

MARKETPLACE BIKE BOTTLES & PROMOTIONAL GOODS

BIKE FRAMES, LABELS,& GENERAL PRINT

EPOS & ECOMMERCE

FRAME RESPRAY, REPAIR & BUILD SERVICES

BIKEBIZ.COM

BIKEBIZ MARCH 63

MARKETPLACE

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

BIKES & ACCESSORIES

GET STAFFED!

WE’VE GOT WWW.BIKEBIZ.COM/JOBS

IS WHERE THE TRADE GOES FOR THE LATEST JOB OPPORTUNITIES Contact: rsetters@nbmedia.com or call +44 (0)207 354 6028

BIKES & ACCESSORIES

OUR OWN BAG OF TRICKS.

DANNY MACASKILL - PROFESSIONAL TRIALS RIDER

BIKES & ACCESSORIES

SHOCKINGLY CEDRIC GRACIA - MOUNTAIN BIKE LEGEND

64 BIKEBIZ MARCH

ADVANCED. BIKEBIZ.COM

MARKETPLACE BIKES & ACCESSORIES

BIKES & ACCESSORIES

ROAD WARRIOR ANDRÉ GREIPEL - LOTTO-SOUDAL

WEAPONRY.

BIKES & ACCESSORIES

BIKEBIZ.COM

ONE WATCH, INFINITE ADVENTURES

ANGIE HOHENWARTER - MTB AMBASSADOR

BIKES & ACCESSORIES

BIKEBIZ MARCH 65

MARKETPLACE BIKES & ACCESSORIES

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

BIKES & ACCESSORIES

GET YOUR COMPANY FEATURED IN THE BIKEBIZ

Contact: Richard Setters 0207 354 6028 rsetters@nbmedia.com

66 BIKEBIZ MARCH

BIKEBIZ.COM

OFF TRACK

OFF TRACK

THE TRADE’S ROUND-UP OF STATS, VIEWS AND RANDOMS

NUMBER CRUNCHING 2% 57%

The percentage of all trips made in Great Britain by bicycles in 2016.

The percentage of Brits who would consider a cycling challenge as a way of getting back into cycling in 2017.

6.3

Million Brits claim that they don’t know how to ride a bike.

13,0 0 0

rides r of bicycle The numbe by organised prev iously .

K Cycling U

BIKEBIZ.COM

300% The percentage of year-on-year growth reported by VeloFix in 2016.

BIKEBIZ MARCH 67

OFF TRACK

TEAM PROFILE Citrus-Lime The basics about the people you might be dealing with...

Neil McQuillan, Managing Director & Chief Software Architect ROLE AT CITRUS-LIME Business strategy and guiding the software development team towards solutions that make the lives of our clients easier and more profitable is what it’s all about for me.

Neil Wright, Project Manager ROLE AT CITRUS-LIME Once Grant has worked out how you want to operate, I’ll be your point of contact. I liaise with all the right people in Citrus-Lime to make your vision a reality.

BEST CYCLING EXPERIENCE I’ve recently been knocked off my bike by a pedestrian and snapped two carbon frames, so my memory of the best experience is eclipsed by those. It hasn’t deterred me though – I’m still riding.

Lewis Sherratt, Account Manager

BEST CYCLING EXPERIENCE I’m thinking about The Golfy at Innerleithen last weekend.

It’s an amazing place to ride.

ROLE AT CITRUS-LIME I make sure we’re helping our clients achieve their vision. As one of the 25 per cent at CitrusLime who’s worked in the bike trade, you and I will immediately be on the same page.

David Gaule, Business Development Manager

BEST CYCLING EXPERIENCE Spending a week riding the 7 Stanes routes with my brother is my best memory so far.

ROLE AT CITRUS-LIME With the launch of our new POS solution, among other exciting developments, I’m letting people know what it’s all about. Your first interaction with the brand will likely be with me.

James Steel, Director of Operations

BEST CYCLING EXPERIENCE For a friend’s birthday, we bought vintage bikes on a £50 budget and raced them. My Raleigh Royal Roadster was less than ideal!

ROLE AT CITRUS-LIME I work hard to ensure that Citrus-Lime’s people, systems and processes are all empowered with the ability to keep the commitments we make to our customers.

Grant Hadwin, Head of Sales & Marketing

BEST CYCLING EXPERIENCE Two or three days after a lot of effort has been put in, when you start to remember all the good things about it...

ROLE AT CITRUS-LIME Sales sounds a bit cold; I like to think of myself as a project consultant. I listen to what an IBD needs, then I decide if our services can achieve that, and make suggestions based on the successes of existing clients.

BEST CYCLING EXPERIENCE Riding at Glentress is always the best experience for me. A weekend there with a bit of Innerleithen thrown is spot-on.

68 BIKEBIZ MARCH

Lizzie McKay, Account Manager ROLE AT CITRUS-LIME I get to spend my days chatting to and visiting our various clients, understanding their needs, looking after them, and making good stuff happen for them.

BEST CYCLING EXPERIENCE Riding the World Cup DH course at Fort William.

BIKEBIZ.COM

OFF TRACK

BIKEBIZ AWARDS

Stephen Holt, Commercial Director

PRICE INCREASES AND CYCLE TO WORK SCHEMES

Cycling Moo Kay, Cycling UK’s life-sized mascot, was recently returned home after having been stolen.

She attended the BBAs.

Chris Boardman proudly displays Boardman Bikes’ Best Bike Brand Award, given at the BBAs.

BIKEBIZ.COM

AS I write this, prices on bikes and equipment are going up around the country. Nobody is happy seeing a five to 15 per cent increase on anything, but this may be good news for your cycle to work business.

In the last 18 months, cycle to work sales have been competing with some amazing retail offers that have existed due to a trade that has been overstocked with bikes. We know that when price reductions get to 25 per cent and above that cycle to work sales can be impacted, this being the minimum amount that

“Customers may be hesitant to spend more than they did last time, but not to use the tax break available to them.” people save in tax and national insurance.

Most of these deals have now sold through, and we are back to a position whereby most stock is being sold at the recommended price. In this scenario your cycle to work business should be back at the top of your priority list. Knowledgeable customers may be hesitant to spend £100 more than they did last time, but use the tax break available to them to give them the value they seek.

Our selling tools will help you with this – you can check our database via your Cyclescheme B2B to see if an employer is signed up. Grab the employer code and your customer can put in their request from your store. If their employer isn’t registered it’s very quick and simple to do – if the employer signs up today, your customer can get a bike via their cycle to work scheme tomorrow.

Stephen Holt is commercial director of Cyclescheme, the UK’s leading provider of tax-free bikes for work.

You can reach him on Twitter @cycleschemeltd

BIKEBIZ MARCH 69

SPOKESMAN

Read all about it!

Carlton Reid asks, in a multi-channel world what, exactly, is trade news?

BIKEBIZ.COM was taken to task recently for publishing what was claimed to be “consumer-facing news”. The complaint was a story about a charity sportive. What’s a long-distance ride in an exotic locale got to do with the trade or industry, it was suggested. I countered, “plenty”.

Ostensibly, the fact that a charity is organising (yet another) sportive seems to be very much consumerfocused, but shouldn’t bike shops and suppliers of composite-framed sportive-specific bikes also get to hear about such events? Bottoms

“There’s no second guessing what will interest consumers compared to industry lifers. The difference between a consumer story and a trade one is rather blurry.” on bikes equals impacts on the bottom-line, after all.

Shop staff may not plan to do the sportive in question (and I’ll be giving it a miss, too – heck, I’m not even going to do the Fred Whitton this year, my first no-show in some years) but such events most definitely result in bike sales, and also generate sales of energy powders and bars, and chamois creams, arm warmers and more.

Thing is, in the internet age, what exactly is trade news? BikeBiz.com would be a stultifying read if all it contained were stories about the

latest price lists, product launches and job switches. There are always going to be “trade” stories that are interesting to consumers, too.

Now, we could put the supposedly trade-only stories behind passwords (in fact, ten years ago we used to do this) but there are various problems with such a barrier, and there’s no getting away from the fact that attracting eyeballs is – and, in fact, always has been – the main point of having a daily news website.

There’s no second-guessing what will interest consumers compared to, say, industry lifers. For instance, the BikeBiz exclusive on the merger between Chain Reaction and Wiggle was picked up by BBC. co.uk, the Financial Times and other heavy-hitters. It also went viral on forums and social media in general. The difference between a

SUBSCRIPTIONS UK: £50 Europe: £60 Rest of World: £90 BIKEBIZ is published 12 times a year by NewBay Media Europe Ltd, The Emerson Building, 4th Floor, 4-8 Emerson Street, London SE1 9DU

70 BIKEBIZ MARCH

consumer story and a trade one is rather blurry and, in truth, always has been.

To hide away from prying eyes the Chiggle scoop would have been self-defeating – a consumer site or journalist with password-only access would have soon carried the story, citing BikeBiz but crediting us merely with that passion-killer: “behind paywall”.

BikeBiz.com is interested in cycling, not just sales of cycles. On the face of it, a story about a protected cycleway has little directly to do with the cycle trade, but if such a facility gets more people on bikes, that’s something that will affect bike shops at the coal face and brands further along the food chain, and that makes a cycle advocacy story into a trade one. Naturally, BikeBiz.com won’t take a purely consumer angle, we’ll

NewBay Subscriptions: The Emerson Building, 4-8 Emerson Street London, SE1 9DU Email subscriptions@BikeBiz.co.uk To subscribe to BikeBiz please go to www.bikebiz.com/print Should you have any questions please email subs@BikeBiz.co.uk

always find trade slants, but in a multi-channel world, there’s always going to be good reason to carry stories that some will not consider as old-school trade mag stories. In some ways, that’s what the mag is for – even the most eager of consumers will surely wilt if placed in front of an EPoS provider round-up (not just me, then.)

Anyway, what’s a consumer? If a consumer is attracted to the site because of one of our bleedingedge news stories, but ends up perusing the jobs section of the site and soon thereafter becomes a member of the trade, they’re clearly no longer a consumer. And what a boring world it would be if our industry didn’t attract new blood. Grumps who gripe that a “consumer story” is “clickbait” are missing the point – we should all be reaching out beyond our ken.

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