BikeBiz March 2021

MARCH 2021

29TH MARCH - 1ST APRIL 2021

JOIN US DIGITALLY! Britain’s biggest cycling trade show moves online for 2021

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MARCH 2021

BRAND VIDEOS & SHOW ONLY OFFERS

iceBike* goes online for 2021, with exclusive Offer Packs and Show Only Offers too good to miss. digiBike* will feature a wide range of videos from key brand suppliers and Madison and Sportline brand managers, an address from CEO Dominic Langan and your questions answered on live chat.

So sit back and enjoy the show!

Register Now www.digiBike.co.uk Over 60 of the industry’s leading brands including:

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CONTENT

‘Even if these particular dates are not met, the roadmap schedule should not dawdle too far behind’

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

Graphic designer Kirsty Hood khood@datateam.co.uk

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

SUBSCRIBER CUSTOMER SERVICE To subscribe, change your address, or check on your current account status, email subscriptions@bizmediauk.co.uk

ARCHIVES Digital editions of the magazine are available to view on ISSUU.com Recent back issues of the printed edition may be available please call +44 (0)203 143 8779 for more information.

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

MANAGEMENT Media director Colin Wilkinson colin.wilkinson@biz-media.co.uk

Printed by Buxton Press Ltd ISSN: 1476-1505 Copyright 2020

Biz Media Ltd, 4th Floor, 44 Maiden Lane, London, WC2E 7LN All contents © 2020 Biz Media Ltd. or published under licence. All rights reserved. No part of this magazine may be used, stored, transmitted or reproduced in any way without the prior written permission of the publisher.

All information contained in this publication is for information only and is, as far as we are aware, correct at the time of going to press. Biz Media Ltd. cannot accept any responsibility for errors or inaccuracies in such information.

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THE EDITOR

UK lockdown roadmap: what does it mean for cycling?

With an end to UK lockdown – and indeed the worst of the COVID-19 pandemic – now officially in sight, people all over the country will be avidly awaiting a return to (relative) normality, be it restaurants, beer gardens, or holiday destinations.

And while cyclists will be no different, there’s little doubt they’ll be keeping a particularly keen eye out for changes to guidelines that directly impact group rides, as well as both indoor and outdoor activities. With this in mind, we’ve put together a simplified list of dates for cyclists’ diaries: 8th March: Recreation or exercise with household or one other person 29th March (earliest): Rule of six or two households can meet outdoors Outdoor sport and leisure facilities can reopen Organised outdoor sport – such as club rides – allowed for both children and adults 8th April (earliest): Indoor leisure facilities reopen for individuals and households 17th May (earliest): 30-person limit on outdoor meeting Organised indoor adult sport can resume 21st June (earliest): No restrictions on social contact Boris Johnson has stated that these steps will go ahead based on “data, not dates”.

However, the ongoing vaccination process will significantly reduce NHS pressure as the weeks pass, and the cautious optimists among us can anticipate that even if these particular dates are not met, the roadmap schedule should not dawdle too far behind. In the meantime, we hope you enjoy our March 2021 edition of BikeBiz.

James Groves

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

Editorial: 07801 291 961 Advertising: 07794 805 307

THE TEAM

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

Rebecca Morley

Richard Setters

Kirsty Hood

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

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

Graphic designer khood@datateam.co.uk

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MARCH 2021

16

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Points of View We have failed to engage in the conversation about racism – but it’s not too late to start, says Beryl’s head of growth Georgia Yexley

16 BikeBiz Awards: The Cycle Advocacy Award Rebecca Morley catches up with Adam Tranter, CEO of Fusion Media and founder of the BikeBiz Award winning #BikeIsBest campaign

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21 In between a rock and a hard place Fully Charged founding partner Dan Parsons gives us an overview of the challenges that are being faced by the e-bike industry at the moment

27 iceBike* goes digital BikeBiz catches up with Dominic Langan, CEO of Madison and Sportline, to find out what we can expect from 2021’s digiBike*

33 Taking a step back Islabikes founder Isla Rowntree tells Rebecca Morley why she’s stepping back after 15 years

37 Five minutes with… havebike This month, BikeBiz catches up with havebike founder Joe Allen

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40 Passion, heart and being Mrs Pennine Rebecca Morley catches up with Pennine Cycles director Sandra Corcoran on her recent BikeBiz Awards nomination and owning a bike shop for 21 years

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@bikebizonline

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26/02/2021 10:14

POINTS OF VIEW

We have failed to engage in the conversation about racism – but it’s not too late to start

By Georgia Yexley, head of growth, Beryl

F

or the last nine months, I’ve had a bold ‘Black Lives Matter’ placard framed in the background of my home office. In the many meetings I’ve had with a vast range of organisations and individuals working in mobility, I can count the number of times it’s been acknowledged on one hand.

Despite this sign appearing directly next to my face at all times, I have had an astonishing number of awkward and rambling compliments on the general colourful, interesting nature of my home office – often discussing some other aspect of the room, such as the colour of a lampshade somewhere off to the left.

This last year has been incredibly impactful on the world of cycling and mobility. We’ve come on leaps and bounds in pushing forward the importance of active and sustainable travel.

There’s been a tidal wave of activities and incentives to support key workers across the nation, and more and more action to champion gender parity in cycling in particular. However, we have utterly failed to appropriately acknowledge or respond to the growing awareness of and resistance to systemic racism in the UK. This failure is a collective issue rather than an individual one.

While I’m not short on ‘anecdotes’ to evidence accountability, this is not an attempt to ‘call people out’. Many peers reached out privately when a food and drink writer argued that I was unqualified to publish a LinkedIn article on the need for black women in senior roles in micromobility. However, only two people (including my partner) spoke up publicly. The often dark and degrading experiences that underpin this conversation

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aren’t always the easiest to swallow. So the guidance below will be one of affirmative action rather than restorative justice.

I hope to share a deeply personal view but also provide some objective methods on how to engage. It is never too late, and the time to start is now.

Awareness As the outrage over the murder of George Floyd continued to hold focus around the world, on my doorstep, Andrew Boateng and his son were taking a charity bike ride and were aggressively arrested and injured by local police officers. That Sunday, I was protesting outside the police station in question. On Monday, I led a project with another police department to help them access our bikes. I am lucky enough to work in a company of empathetic people and had the support and ability to request that another colleague picked up the project. However, many peers find themselves trapped in this impossible tension with connecting to the fight for equality and performing their daily work. This is often in far more damaging ways and always in the context of just how difficult it is to engage with this emotional and exposing subject amidst a global pandemic. Please support your colleagues.

Information is out there. You can find insights into experiences of microaggressions in the workplace via the bameworkplaceuk Instagram account. There’s a range of resources to support your colleagues at MHFA England – consider training some staff members as mental health first

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POINTS OF VIEW Yexley heading home from a BLM protest in June 2020

aiders and/or setting up a safe space for employees to share their experiences and speak directly to your board members on valuable change.

Google is your friend. Follow leading D&I experts on LinkedIn, consult consultants, or speak to your HR team about the equalities act. There’s a wealth of information out there and plenty of people paid to share it.

We can also take an active role in the collection and sharing of data. At Beryl, we recently shared some positive stats on the gender representation of our riders. In the same survey, we also found that the ethno-demographic split of our riders was closely representative of the cities we serve (yay!). As importantly, we have recognised the work needed to bring our internal makeup to the same standard.

We can become much more open with demographic data at every level. Campaigns like #ethnicitypaygap are pushing for corporate visibility and accountability for racial pay disparity.

The most recent stats are from 2018 and cite a £3.2 billion pay gap for people of minority ethnicity. Don’t just state you don’t have an issue with this – look at the data first and foremost.

Accountability In half a decade working in micromobility internationally, I have worked with more white men named ‘Steve’ or ‘Phil’ than I have black women. This over-representation has no relevance to the popularity of those names here in the UK. My calculations include teams and partner organisations working across Latin

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America, South East Asia, North America, Europe, China and Australia. There is little reason the balance should be that off.

I can also, hand on heart, say that it has been a real pleasure to work with every single Phil and Steve. I’d like to avoid a debate about quotas vs meritocracy, so let’s be clear; it doesn’t require booting a single Phil or Steve out to let black women in. Instead, I have strong empirical evidence on just how well we can work together to benefit this industry. The task is understanding where we’re falling short and acknowledging the problem. It’s time to take some ownership.

A few months back, I refused an invitation to join an international industry event because I was the only person of colour anywhere on the panels. Instead of a response from the event planner I had anticipated, I received an email from the organisation’s CEO. Rather than accepting responsibility for the lack of representation, he responded that they “didn’t have very long” to organise the event and were “still in conversation” with some other people of colour about participating in the event. I took it upon myself to do the accountability work for them and highlight that time had allowed over a hundred white people to be confirmed and they may have had more luck securing people of colour had they paid for their expertise. The event went ahead without me, or any other person of colour.

This is hard work, and long gone are the days that the hue of one’s skin determines the work that one does. If you think this topic is challenging to engage in in the workplace, imagine being its subject. If you are going to a person of colour in this industry

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POINTS OF VIEW with an invitation to join a panel, lead some action or comment on diversity and inclusion, make sure it’s an appropriate/relevant request, and pay them for it.

Action I write this during Race Equality Week – an event that only came into existence this year, but cites participation from a wide range of organisations such as BT, HS2, National Trust, Aviva, CBI, Oxford Brookes University, Network Rail, numerous local authorities and NHS trusts, Balfour Beatty, Edelman, Gallagher, CBRE, Institute of Fundraising, PohWer, Scope and Mental Health First Aid England.

Our sector is connected to many of these organisations, yet visibility has been minimal and muted. I’ve seen no mention of it in the media, no snappy social media campaigns and few panels addressing the subject matter. While the event is here and the sign-ups tot up, where are the public statements of commitment to racial equality in our industry? As the Race Equality Week’s initiative, ‘The Big Promise’, states, “actions speak louder than words”, and we’re well overdue.

It is coming, and while we can blame the pandemic for impacting on many engagement and outreach activities, I’ve been privy to an array of meetings and planning sessions around engaging broader demographics in cycling and mobility. Some individual leaders are already doing the work in setting up networks like the Women of Colour Cycling Group and the Black Cyclists Network. Still, the focus of initiatives engaging with race is too often focused on

minority groups as end recipients of a resource/service (wanting to reach wider demographics to sell to), or as candidates for entrylevel positions. Let’s keep up the same energy for board seats, investment in black and ethnic minority founders and innovators and representation at every level.

As chair of the Women@Beryl Network, I’ve been deep into planning for our International Women’s Day series and only learned of Race Equality Week at the last moment. Gender is a comfortable subject to engage within micromobility. We still have a long way to go to achieve gender parity, and it was recently pointed out that no cities’ active travel plan includes gender parity ambitions.

We are comfortable speaking about it openly, committing to change and recognising women leading in this space. We can do the same for race. Many of the wider gender network conversations I’m involved in are preoccupied with engaging men. Yes, we need men involved, but if they’re only connecting to the value and support required to smash the glass ceiling for cis-gendered, non-disabled white women, we’ve failed at our task. We need to be championing intersectionality as a priority. To quote the world’s most famous African proverb: “If you want to go fast, go alone. If you want to go far, go together.”

We’re an industry that has a penchant for coalitions and boards. I can barely keep track of all the alliances popping up with grand aims (who’s keeping tabs on actions?) – but where’s the coalition for race equality in mobility?

Whenever we’re ready to raise the volume, I’m here for it. n

Ann Oduwaiye’s article on the importance of Black Women in UX

8 | March 2021

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STATS

A rise in Christmas activity for IBDs

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020 was a challenging year for the retail sector as a whole, but for bike retailers in particular it meant a rise in demand never seen before, leading to surging sales and stock shortages.

As part of our involvement with the Independent Retailers Confederation (IRC), the ACT and a number of other trade organisations within the retail sector coordinate feedback amongst our members to influence Government policy.

The most recent survey determined how the cycling industry fared throughout Christmas 2020 in comparison to Christmas 2019. The findings show an increase in both new and returning customers in December 2020 in comparison to 2019. The data was confidentially and anonymously shared with members of the IRC and may be used for future Government lobbying activity.

Retail finance plays a key role as sales continue to surge in the cycling industry A recent survey undertaken by the Association of Cycle Traders amongst IBDs shows an increase in both new and returning customers in December 2020 in comparison to 2019. The survey was part of an IRC initiative whereby retail feedback is collected by a number of trade organisations for Government lobbying to the benefit of members.

The year of 2020 was a challenging year for the retail sector as a whole, but for bike retailers in particular it meant a rise in demand never seen before, leading to booming sales and stock shortages.

Seasonal cycling trends were thrown into disarray as the COVID-19 disruption impacted consumer buying habits.

Most unusually, figures show that November was a stronger sales month than December for the IBD. Credit card volumes in the cycle sector were reportedly 19% higher in November than December, helped by a 10% increase in the average transaction value, a 25% reverse on the 2019 trend. Retail finance sales remained buoyant throughout the period, reflecting an ever increasing consumer trend to spread the cost of larger value purchases.

These positive trends show no signs of abating, as preliminary January figures suggest we will see an increase in retail finance sales of 47% between January 2020 and January 2021.

Online finance sales also inevitably saw a bigger increase than in store due to trading limitations arising from the pandemic, leading to shops closing or reducing their product and service offerings.

UK retail as a whole recognises how the pandemic has accelerated online trading for the longer term; finance offered through a shop’s website has become the expected norm among consumers. The increased popularity of bicycles in the last year combined with ongoing stock issues has driven finance to become yet more of a necessity as entry level bicycle models have all sold out, leading retailers to upsell to better quality models with higher price points.

Here, retail finance proves to be invaluable in allowing consumers to purchase at price points that might otherwise have lost the sale.

Now is the time to take advantage of the growing opportunity that retail finance presents and offer your customers the chance to spread the cost in-store and online.

Find out how you can begin offering Ride it away retail finance via the ACT website. n

Why retail finance continues to be on the up November’s 2020 vs 2019 retail finance sales showed the highest growth since May 2020, when the UK was in the very midst of the cycling boom.

www.bikebiz.com

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STATS

Compared with Christmas 2019, would you say that your Christmas 2020 sales were?

Up a lot Up a little About the same Down a little Down a lot

Compared with Christmas 2019, would you say that the number of new customers to your business in the run up were?

Up a lot Up a little About the same Down a little Down a lot

Compared with Christmas 2019, would you say that the numbers of shoppers on the high street in general for Christmas 2020 were?

Up a lot Up a little About the same Down a little Down a lot

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www.bikebiz.com

25/02/2021 16:05

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24/02/2021 09:19

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

Janet Atherton, Cycling UK

Peter Clegg, Silverfish

Janet Atherton has taken up the role of chair of trustees at Cycling UK, after being on the board for over four years.

With the recent appointment of Sarah Mitchell as chief executive in 2020, this marks the first time in Cycling UK’s history that women hold the top two positions in the charity.

“Cycling UK’s mission is to get millions more people cycling,” said Atherton. “Cycling should be accessible to everyone regardless of their background, age, ability, beliefs or gender. I want to see Cycling UK continue to build a social movement to get people out on bikes.

“As an organisation, we have worked hard to promote women’s cycling. We’ve achieved a lot in the past four years, but it feels like we could do so much more and I am excited to play my part in it.”

Mitchell added: “Women make up 50% of the population and yet the vast majority of cycle journeys are made by men. We have to redress this imbalance.

“Cycling UK provides women with the space, support and opportunity to cycle. Whether that’s by organising womenonly rides or providing online support and training sessions.

The Women’s Festival of Cycling takes place in July but our support of women in cycling continues all year long.” n

Peter Clegg has taken up a newly expanded position of national account manager at Silverfish.

Previously Northern territory manager, Clegg has an in-depth knowledge of Silverfish’s portfolio.

Before joining the distributor in 2008, Clegg worked in senior sales roles at Bianchi/Cycleurope.

“It has been a great privilege and joy to cover the North (and indeed Scotland when I started) for Silverfish over the past 13 years,” said Clegg. “I can honestly say all the dealers I have dealt with have been great and I’m lucky to call many of them friends as well as customers, although I am sure some are glad to see the back of me!

“Looking forward, I’m keen to start on this new challenge and working closely with both my existing and new national accounts to help them navigate the challenges and opportunities that the recent growth in cycling provides.”

Clegg can be contacted on 07717 362 523 or by email at pete.clegg@silverfish-uk.com. n

Katie Wooster, Nukeproof Nukeproof has welcomed Katie Wooster in a newly created role of marketing assistant.

“Having wanted to get into the mountain bike industry for some time, when an opportunity arose at Nukeproof, I jumped at the chance,” said Wooster.

“Being a huge fan of its bikes and ethos coupled with the exciting growth of the industry as a whole, it was a no-brainer. I’m really looking forward to working together with the team on some awesome projects that are planned and getting to know the industry better – I couldn’t think of a better brand and team to be doing it with.” n

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YuChiang Cheng and Mark Cote, Zwift Zwift has appointed YuChiang Cheng as chief product officer.

Cheng will lead product design and UX, engineering, game design and art, product management, R&D, content programming, liveops, QA and community support.

The news comes shortly after Zwift confirmed the appointment of Mark Cote as senior director, content programming. Cote joins Zwift following a 13-year career at Specialized where he worked across physical and digital product development, brand, and marketing. n

www.bikebiz.com

25/02/2021 16:06

Mathias Seidler, enviolo

Catriona Swanson, PJA

Mathias Seidler has joined enviolo as a new board member.

His background includes companies such as Derby Cycle, Pon Holding, Hero Group and Avocet Sport. “enviolo is an incredible company,” said Seidler, “headquartered in Amsterdam with main operations in Europe, the United States and worldwide sourcing activities concentrating on unique product innovation.

“Mastering this complexity in a time of high business dynamics is a challenge for everyone involved. I am happy to help the board and the management to develop the company further with the expertise I have gained over the years.”

David Hancock, CEO of enviolo, added: “We are flattered and thrilled to have Mathias on our board of directors. His experience, acumen and intuition will greatly contribute to enviolo’s ambitions.” n

National transport planning, placemaking and engineering consultancy PJA has made a key appointment at its Manchester office.

Catriona Swanson has been hired as associate at the Piccadilly Place office, which serves the North West. She will support director Chris Sibthorpe in advising public and private sector clients on cycling and walking schemes as well as PJA’s wider expertise in designing better places.

“I consider PJA to be the UK’s leading active travel consultancy so am really thrilled to be joining Chris and the team,” she said. “These are exciting times for active travel with more funding and political will than ever and, at last, strong design guidance with the recent publication of the new cycling infrastructure local transport note which PJA co-authored.

“I’m very excited to be able to combine my experience as well as my own personal passion for better walking and cycling infrastructure in this new role. I look forward to delivering transformational schemes and growing our presence in the North West.” n

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BIKEBIZ AWARDS The Cycling Marketing Board aims to diversify cycling’s image

BikeBiz Awards 2020: The Cycle Advocacy Award Rebecca Morley catches up with Adam Tranter, CEO of Fusion Media and founder of the #BikeIsBest campaign, which won the Cycle Advocacy Award at the 2020 BikeBiz Awards

I

t’s undeniable the impact COVID-19 has had on transport habits across the country, with many people questioning how a ‘new normal’ will look once we’ve emerged from restrictions. And given the uptick in cycling we’ve witnessed during 2020, many are optimistic that the ‘cycling revolution’ could be here to stay.

The 2020 BikeBiz Cycle Advocacy Award winner #BikeIsBest launched at the end of May last year, with the aim to inspire a new demographic to take up cycling. The movement, coordinated by Fusion Media, brought leading cycling brands and organisations together to present a message through their campaigning and marketing. “#BikeIsBest launched very quickly because of the changing face of cycling – especially during the first lockdown,” says Adam Tranter, CEO and founder of Fusion Media. “Coming out of the campaign four or five months

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later, we were really pleased to have our hero film viewed over 3.1 million times on YouTube. Our digital campaign received over 18 million impressions and our out of home billboard advertising and some TV advertising also scored us over 32 million impacts.

“That broad reach and getting cycling to the mainstream is really important. Halfway through the campaign, we also started to work more on protecting the cycling revolution, and to try and be involved in the national and media narrative that was happening at that time.

“We wrote to the Prime Minister and set up a petition which over 20,000 people signed. One of the things that really stuck with me though, coming out of the campaign, was the research we did with YouGov and Dr Ian Walker which showed that for every one person against cycling infrastructure, there were six and a half in favour.

www.bikebiz.com

26/02/2021 14:04

BIKEBIZ AWARDS

“That really cemented the fact that detractors from cycling schemes were a noisy minority.”

The first lockdown in 2020, and the summer continuing from that, saw traffic ‘get turned off’, Tranter continues.

“We were at 1950s levels of traffic, which, in the absence of safe cycling infrastructure that you’d usually require, made people feel safe because there wasn’t very much interaction with major traffic whatsoever. It also showed that cycling could be huge if we provide a safe space to do it in.”

Tranter says it’s important that people are supported in trying to make changes in their local area – because that’s where the difference is made to get schemes through. “It’s down to us to keep the narrative positive for cycling in the media, and also to change and diversify the image of cycling to be a credible and genuine transport option, rather than seen purely as a recreation.”

creating positive stories for the media to talk about but also positive imagery and campaigns that people can see and relate to.

“There’s a lot of work to do – we’ll be running two major campaigns each year and a series of advocacy work throughout the year. But I think it’s really important that we do everything we can to lock in the positive change we’ve seen so far, and it’s by no means a done deal.

There is a lot of work that needs to be done to realise the ‘golden age of cycling’ that the Prime Minister promised us and I strongly believe that the industry has a big part to play in that.”

The industry has known who its target audience is for quite a long time, Tranter continues. “COVID and our change in behaviour – and big problems like climate change and air pollution – are showing us that we need to talk to a

A #BikeIsBest billboard in London

Diversifying cycling’s image Earlier this year, cycling brands, retailers and organisations collaborated to create the Cycling Marketing Board – a move which followed #BikeIsBest and the potential it showed in engaging new audiences.

“We came out of #BikeIsBest last year feeling like we were at the start of something, rather than the end of something,” explains Tranter. “So when that campaign came to its formal finish, we knew that we were onto something and we needed to do more. We’d engaged with key partners in cycling who were already doing great work and we saw that there was a gap to work to improve the public image through mainstream marketing tactics. The Cycling Marketing Board is set up to do that, both with

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different audience and get accustomed to that very quickly.

I hope that the Cycling Marketing Board can go a way to supporting the industry with that.” #BikeIsBest data showed that new cyclists were 59% male and 41% female, with women having been twice as likely to get on a bike during the pandemic. New cyclists were twice as likely to be from a BAME group. Furthermore, 29% of new cyclists expect to buy an e-bike in the future.

“It’s about reshaping how people perceive cycling,” adds Tranter. “We need to do our very best to get it seen as a serious and futureproof mode of transport in and amongst all the talk around electric vehicles, autonomous cars, flying taxes – all of these things seem like the solutions to our problems, but the bicycle is here and staring us in the face.”

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26/02/2021 14:04

BIKEBIZ AWARDS

Tranter believes that the board will help the industry change direction and meet the needs of the new consumer.

“I hope that it will help the industry to grow, because we’ve had 2% of all journeys by bike for about the last 30 years and it’s never changed.

“If we were able to get that to 4% or 6%, we could pretty much double or triple the addressable market within cycling, and that will be good for the industry but it will also be really positive for our society, because everyone wins when active travel is prioritised and we need to communicate that. It’s been really well received, we have around 25 partners so far. We’re talking to new people every day and I encourage people who like the sound of what we’re trying to achieve and want to support the growth of the industry to get in touch, because all partners are welcome and everybody can make a difference.”

benefits to the world we live in – cycling has often been referred to as a silver bullet to solve many of the problems in modern society. ”

Why join the Cycling Marketing Board? We hear from five of its founder partners...

Muc-Off spokesperson “There’s never been a better time to work with an organisation like the Cycling Marketing Board. For us here at Muc-Off, it’s important that we work together with the cycling industry to help get more people on their bikes and keep them pedalling, not only because of all the rad health and environmental benefits but also because it’s safer than using public transport during the pandemic.

“Because of all that, we think that diversifying activity is crucial, as everyone and anyone should have an opportunity to give it a go on two wheels – you never know what it’ll lead to!”

Kirsty Woodcock, head of marketing for Specialized UK “Specialized is honoured to be part of the Cycling Marketing Board. For us it’s not just a title, it’s a movement. The huge increase in people discovering cycling throughout 2020 was incredible, and we have a responsibility to ensure that they have access to the right advice and kit to continue their new passion. Things can’t stop there though.

“With our partners, we are committed to ensuring we spread the word about the many benefits that cycling brings to you, your health, your neighbourhood and ultimately, our environment. Reaching new audiences, and raising awareness of the technology, experience and passion that flows down into all of our bikes and equipment is also a key aim as we seek to ensure all cycling experiences are fantastic.”

Christina Lindquist, head of marketing at Brompton “The BikeIsBest campaign showed just how influential the cycling industry can be when we work together towards a common goal. Brompton is a founding member of the Cycling Marketing Board as we believe that together as a collective, we can achieve more. As an industry, we are facing a once in a lifetime opportunity to revolutionise how society views cycling and therefore transform the scale of our businesses. If we collaborate and present a united voice, we can drive positive change and inspire millions of new people to take to two wheels, bringing benefits to our businesses as well as an abundance of

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James Symes, co-founder of The Bike Club “We jumped at the chance to be involved in the Cycling Marketing Board. We’re looking forward to working with all the other great brands to attract a wider range of people, particularly families, to cycling and get them out on two-wheeled adventures more regularly.”

Michelle Jakeway, head of marketing at Raleigh “Joining the newly formed Cycling Marketing Board was really a no-brainer for Raleigh. We believe strongly that cycling has the power to spread joy across all communities, and that joining forces with other leading brands is the best way to help more people experience life on two wheels.”

Adam Tranter, CEO and founder, Fusion Media

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26/02/2021 14:04

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24/02/2021 09:17

FEATURE

In between a rock and a hard place

Fully Charged founding partner Dan Parsons gives us an overview of the challenges that are being faced by the e-bike industry at the moment

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he effects of a year like no other continue to be felt throughout the cycling industry, with increased demand and reduced supply causing havoc and severe delays. But why? How is it currently so hard to get your hands on an e-bike?

Remaining open throughout the COVID-19 pandemic has been both a blessing and a curse. As a stockist of some of the world’s leading e-bike brands, we at Fully Charged have been able to offer an alternative method of transport to many. We began early on in 2020 with our NHS campaign, and have since helped hundreds of consumers avoid public transport and reduce the risk of transmission of COVID-19.

We would like to think we’ve broadened the radius of those staying at home and looking to see a little more of their surroundings during their daily exercise in an unquestionably socially-distanced manner. Keeping the doors open has also enabled us to support UK businesses and local authorities diversifying their transport solutions

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with e-cargo bikes, an area of the business in which we have seen huge growth this year, with many forced to adapt the way that they move around due to city centre closures, road diversions and parking restrictions put in place in exchange for ‘COVID cycle lanes’. Probably the most important aspect though has been our ability to have kept open our service centre, enabling us to keep our existing and new customers and businesses on the road, reliant on their e-bike and e-cargo bikes for daily life and business.

But when we pivoted our business during the first lockdown to offer virtual consultations and appointmentonly test rides in a COVID-safe environment, we quickly became overwhelmed by the demand and the struggles in the supply chain.

We are undoubtedly stuck in between a rock and a hard place. We would dearly love to have unlimited product available to us, with seamless transit from supplier and consumer, but sadly the reality is somewhat different.

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FEATURE

China and Taiwan are responsible for the lion-share of the world’s production of bikes and bike components.

Having fallen first at the hands of COVID-19, both saw dips in their production capabilities early on in the pandemic as their workforces were forced to stay at home and their factories closed. The lockdowns then rippled westward, with our own European suppliers (themselves dependent on the supply of parts and materials from the East, already delayed) forced to shut down their factories due to local government advice, reopening later with reduced production capacity and absent stocks of parts and materials.

As the world’s ports and ships were filled with PPE and equipment to help the fight the pandemic, further delays ensued, with costs of shipping inhibitive as prices soared, resulting in smaller suppliers to wait for the hump to pass.

Enter stage left a gremlin named Brexit, knocked from the headlines in 2020 as a result of its infectious cousin COVID-19, but rearing its ugly head in the final hours of the year to confuse and worsen the already desperate situation for UK businesses reliant on European imports.

Whilst the headlines sing of big wins for Boris and the pro-Brexit campaigners, little attention is paid to the detail. Goods coming from Europe might not be charged duty on the face of it if they are of European origin (made in Europe), but for goods coming in from Europe manufactured elsewhere (reference the aforementioned Taiwan/China and the world’s largest producers of bike bits) well, you guessed it, there are duties to be paid; 6% for electric bikes, 14% for analogue bikes and a mish-mash of percentages for different types of parts and accessories, depending on their commodity code, or HS code (in basic terms a system used to classify goods). Alongside the import duties for some shipments now come import VAT (applicable to all imports, whether of EU origin or not), customs fees, document fees and a mountain of paperwork adding to the operations, administrative and financial burden to already stressed businesses.

As a UK business trying to keep our doors open under the circumstances and restrictions relating to the pandemic, coupled with overwhelming demand and a reduced workforce as a result of extremely vulnerable employees forced to shield, we are putting mechanisms in place to mitigate the effects of Brexit and imports. We are ensuring that we have signed up to the multitude of UK Government schemes for customs authorisation, duty and VAT deferment and proactively liaising with our couriers to provide them this information before it is

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needed and before our customers’ e-bikes, parts and accessories are held in customs for any longer than they need to be.

On the most part, this has been too little, too late, with suppliers and their customers scrabbling to become experts in the world of import/export whilst shipments sent from all over Europe to recipients all over the UK pile up at the borders with insufficient or incorrectly completed paperwork by manufacturers rookie in the new Brexit world. All this while the logistics companies charge for their assistance.

We’ve got through last year and the start of this, as many have, with a lot of grit and determination. The provisions that we have put in place to protect our staff and customers with enhanced cleaning and no-contact sales and service will continue, but we expect the fallout of COVID and Brexit to be felt long into 2021, with price rises undoubtedly around the corner.

We are hugely grateful to our incredible customers and business partners, all friends of Fully Charged, who have been very patient and understanding during these unprecedented times.

If one positive thing can come from this otherwise terrible tragedy felt the world over, it’s that cycling has been brought back into the mind of the public as a plausible alternative to other methods of transport. The Government has responded by rapidly accelerating changes to infrastructure and support to cycling and walking initiatives. Word in the industry is that we may have moved on some five or ten years in the space of the last 365 days.

Those that have managed to get their hands on an e-bike or e-cargo bike during the pandemic are already reaping the rewards of furthered freedom and boundless benefits. For those that haven’t, our doors remain open to you to help in every way we can… and we thank you in advance for your patience and understanding. n

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Introducing the new Hiplok JAW compact bike rack with it’s unique one-size-fits all design.

JAW makes it easy to store multiple bikes in a small space, securely grabbing the wheel and tyre with a solid grip via its width adjustable jaw system.

JAW is suitable for inside or outside and can be mounted at the appropriate height to store bikes either vertically or horizontally depending on your bike storage requirements. Combine JAW with Z LOK Security Ties for extra protection.

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16/02/2021 11:55

FEATURE

FEATURE

COREbike organisers cancelled the 2021 show due to COVID-19

COREbike 2021: ‘A noticeable void’ COREbike was cancelled this January due to COVID-19 – making 2021 the first year the show has not taken place since it launched.

Rebecca Morley looks at how this has affected the industry

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OREbike has been a vital part of the cycling industry calendar since it launched back in 2005, each year enabling brands and distributors to connect with dealers and showcase the latest additions to their product ranges. But with the pandemic causing events to be postponed and many eventually cancelled in 2020, organisers made the decision last October to cancel the 2021 gathering at Whittlebury Hall – making this the first year CORE has not taken place since it launched.

“Of course, it was absolutely the right decision to cancel the 2021 event but everyone at Silverfish is missing attending COREbike and feeling its absence,” says Richard Schofield, marketing manager at Silverfish.

“Every year, CORE provides an opportunity to reconnect with our customers and the brands we partner with.

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“With snow on the ground and with the whole year ahead of us, January is a great time to spend time in a nice warm hotel, to present new and exciting product ranges, and to help retailers plan for the year ahead.

“However, if we’ve learnt one thing throughout this pandemic, it is that we have to adapt. For the sales and marketing teams at Silverfish, that has meant changing the way we reach and talk to customers. Since the early days of the first lockdown, we’ve put much greater emphasis on our digital marketing and communication channels; the Silverfish website, email databases and social media.”

Specifically, to fill the gap left by COREbike, Silverfish has worked with its brands to produce video content, Schofield continues. The first of these 2021 highlight videos

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26/02/2021 09:40

FEATURE

difficult to replace. Customers being are now available on the Silverfish presented with key lines and finding out YouTube channel and the distributor about upcoming brand developments is will look to add more videos as the something that is hard to do without an season progresses. event like COREbike, especially so with “The outlook for events doesn’t look dealer visits being so very limited. great, certainly not in the short term.

“We have started to prepare a series of With demo events curtailed, we’ve brand video presentations to help deliver shifted focus onto shipping bikes from some of the benefits that dealers and our comprehensive demo fleet directly media might usually find when attending to stockists for them to provide an event like COREbike. customer test rides. Product launches “We hope to join with other COREbike will inevitably be more digital than exhibitors to offer dealers and press a face-to-face but we are looking forward really useful single COREbike online to the challenge of making that resource where they can easily locate experience as compelling and useful as and access information videos from a humanly possible.” multitude of leading brands.”

James Moloney, senior marketing Extra UK explored a number of different ways But despite the lack of events over the manager at Extra UK, says: “We’d all to digitally replicate the COREbike experience past 12 months, many businesses across hoped that COREbike 2021 would signal the bike industry have seen a boom in sales. Figures from the beginning of post-COVID normality, unfortunately June 2020 revealed that 1.3 million UK consumers had as we drew closer it was looking less and less likely. bought a bike since the beginning of the COVID-19 crisis, “This didn’t only leave a proverbial hole in our dealer helped by cycle shops being able to remain open throughout communications, but also added another strike to what had each lockdown. been an already challenging period for everyone. COREbike is “Given the nature of frontline retail both currently and the key event for us to showcase all of our latest products to the over the last year, I am not sure the lack of events has really trade each year, but also provides an opportunity to reconnect affected the industry,” says Andy Budd, field sales director at with customers, colleagues and the media.

ZyroFisher. “The majority of our frontline retailers have been so “Like many other distributors, we explored a number of busy they would not have been able to take time out to visit different ways to digitally replicate the COREbike experience. shows or events.

After much consideration, we’ve created a suite of videos that “How the industry takes new products to retailers has really we hope will allow us to showcase some of our key lines for changed and evolved over the last ten months with many 2021 in a concise but engaging way. We’ll be releasing these product launches and presentations being done virtually – in videos over the coming weeks to support product launches and much the same way as our brands have been showcasing new promotional activities. product to us.

“Throughout this year, it’d be great to see trade shows and “Where we are missing out is getting our brand owner events return to some sort of normality as they’ve always been a in front of retailers, which is always such an important great way to engage both with our trade audience and end part of COREbike and the same could be said of consumerconsumer. That being said, as a business, we would only want to orientated shows and events. The feedback brands do this if and when it’s safe to do so, for the safety of our staff gain directly from retailers and consumers alike is and the wider public.” invaluable and very often shapes the future of the brand Each year the show has served as a chance for companies, dealers and product development. and the media to come together – but social distancing measures “Personally, I have missed the face-to-face interaction with would have compromised the social aspect of the 2021 event as retailers and the feedback and relationships we gain from this. well. Face-to-face communication has been greatly missed by “I would also like to say that it has not gone unnoticed many, not just in the absence of shows, but all year round. just how challenging it has been for our frontline retailers “We have missed COREbike for sure,” says Lloyd Townsend, (business owners and shop staff alike) over the last year. I managing director of Ison Distribution. “The great hospitality have nothing but admiration and respect for what they have from the venue along with the coming together of friends and done and are doing to keep the UK’s cycling population on colleagues from around the globe has been a noticeable void the road and our industry. It’s a huge fist bump from the team this year. It’s most probably the direct connection between at ZyroFisher.” n enthusiastic dealers (and press) with brand staff that is most

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26/02/2021 09:40

29TH MARCH - 1ST APRIL 2021

JOIN US DIGITALLY & HAVE A DRINK ON US!

REGISTER NOW FOR YOUR CASE OF DIGIBEER & GOODIE PACK

Register Now www.digiBike.co.uk Over 60 of the industry’s leading brands including:

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18/02/2021 17/02/2021 09:40 15:32

FEATURE

iceBike* goes digital BikeBiz catches up with Dominic Langan, CEO of Madison and Sportline, to find out what we can expect from 2021’s digiBike* iceBike* is going digital for 2021, what can dealers expect from the online show?

Dealers can expect much of what they would usually see at the show in Milton Keynes. Plenty of top brands all showcasing their latest and greatest product – just instead of rushing around the exhibition hall, dealers can browse the digiBike* website at their own pace and watch videos presented by all of our brands.

It won’t all be one-way communication however as we will have a chat functionality on the website for dealers to speak to the relevant sales and brand managers to ask any questions they have.

So in terms of learning about brands, products and getting access to exclusive show offers, all of that will be available

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on the website. Another hugely popular aspect of iceBike* is our seminar schedule. We will once again be putting on online seminars for dealers to log on and listen to. The full details and timings for these will be released a little closer to the date.

Of course, we will all miss the interaction with our industry peers over a coffee or a beer but we are putting in a tremendous amount of hard work to make sure that digiBike* provides everything you need to help your business.

The other bonus is that dealers will be able to get the full iceBike* experience from behind a computer screen, at a time of the day that suits them. They will easily be able to involve all their staff who would normally be unable to attend iceBike* due to being needed in the business.

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26/02/2021 10:47

FEATURE

What was behind the decision to have digiBike* take place over four days, instead of the usual three-day format?

There are two answers here: firstly from a logistical point of view, we need the days either side of iceBike* to get the show ready and break it down. As we are online this year we don’t need that time.

Secondly and more importantly, we wanted to extend it by a day to give dealers as much opportunity as possible to log onto digiBike*, take their time and really take in everything that our brands are offering. iceBike* is great because when dealers visit the show, they give us their undivided attention for the entire time that they are with us. It would be foolish to expect anyone to sit in front of a computer screen for eight hours, so by increasing the length of digiBike*, dealers can come and go as they please over the course of the four days. It will give dealers and members of staff much more opportunity to get around the whole website.

What particular aspect of the show are you looking forward to the most?

I think we are most looking forward to how our customers react when they see the level of effort we have put into making digiBike* a first-class experience. We consume so much digital content these days, it actually makes a lot of sense to trial iceBike* in this digital way.

Dealers will be able to take their time over the four days and concentrate on finding out more about the brands and products that best suit their businesses, making it really beneficial for everyone.

We’ll also be able to analyse the data after the show which should give us some really important learnings about our brands and customers.

What are your hopes for this year’s show, and how might the show be different in future years?

Our hope is simply that dealers engage with the format and give digiBike* the time it deserves. As a brand new format, there is always going to be some hesitation but if dealers are able to allocate time in their day to really explore the website, watch the videos, speak to sales agents and look at the offer packs, we think they will be impressed.

We just need dealers to commit at least an hour at a time to explore the digiBike* website and not try to take all of the information in in less than 20 minutes. There is a lot to take in, so please put some time aside and invest in the experience.

Whilst we are operating in a very different environment to what we are used to, business continues to move on and as businesses we have to keep evolving too. We must keep up-to-date and work hard to drive our businesses forward.

So despite the pandemic, all the usual commercial aspects remain and iceBike* has always been about stimulating thought and ideas about business and whilst we can’t do that

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physically right now, we should still afford ourselves the time to review what is going on, see what new opportunities there may be and adapt and change as necessary.

It is impossible to say how digiBike* might affect future iterations of iceBike* but we will definitely analyse the data after the show and see what we can learn from it to improve what we do in the future.

Do you think things will quickly go back to normal after COVID, or might fewer people attend shows in the future?

Another difficult one to answer. There is always going to be a place for trade shows in our industry as personal relationships are vital when it comes to doing good business and I would not want to lose that.

Who knows what long-term impacts the pandemic may have. If our suppliers and customers really love the new digiBike* format and it works well, then I think it could prove to be a powerful tool for specific product or brand launches especially during the busier times in the year when it is much harder for our customers to be able to visit a physical event.

Dealers are encouraged to sign-up for digiBike* now at www.digibike.co.uk. The show will take place over the course of four days from Monday 29th March to Thursday 1st April. n

‘There is always going to be a place for trade shows in our industry’

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26/02/2021 10:47

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12/02/2021 09:23

ai16142690577_BikeBiz Advertorial March 2021 Print.pdf

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PRODUCT PARTNER – HIPLOK

Hiplok turns ten

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Hiplok was started by cyclists and fellow product designers John Abrahams (right) and Ben Smith (left) who had a desire to solve the problems associated with carrying a secure lock.

This year marks the 10th anniversary for the innovative British brand and this problem-solving approach to product development can be seen across the new 2021 Hiplok line-up with new innovative locks and storage solutions hitting the market this month.

As co-founder and product director, Abrahams still leads the design and development of each product. We caught up with him to find out more on the new innovative locks and storage solutions hitting the market this month, as well as what’s next for the British brand.

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ai16142690577_BikeBiz Advertorial March 2021 Print.pdf

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PRODUCT PARTNER – HIPLOK How are you celebrating Hiplok’s ten-year anniversary?

You could say that the 2021 range is a celebration of how far we have come. As cyclists and product designers, we set out to deliver unique, quality products that genuinely solve problems.

It’s great to see a wider range of people get in to cycling than ever.

Our 2021 line aims to solve the problem of how to practically store and secure your bike and gear.

One of the new mobile security products is the DXF framemounted U-lock, How is it different?

The $-*1 3*%& range is all about offering practical, easy to take-with-you security, as strong as possible for purpose. Our DX lock is one of the lightest Gold Sold Secure locks on the market. It has double locking and anti-rotation tabs to protect your bike and it’s patented clip feature provides an easy way to carry it on body or bag. However, we recognise that some people prefer to carry their lock on their bike yet have found that the brackets already on the market were difficult to fit and often prone to rattling and frame damage. The DXF installs easily on to the bottle mount of the bike and its one-piece hardened nylon design holds the clips of the DX in place for a sturdy, rattle-free hold.

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DXF aside, this year’s major product development is in bike storage. Do you see this as a new departure for Hiplok?

Security and storage go hand in hand, it’s all about how to protect your bike and gear at home or on the go. More people on bikes means more bikes in each household and with that comes the challenge of where to store them safely. Within our 4503&

4&$63& category we want to offer a range of products giving you modular options for storing and locking down bikes to suit you.

That’s why this year we will adE +"8 ANKR Mini and 03#*5 to the existing "*3-0,, ANKR and home chain locks.

The +"8 bike rack has already had some great reviews for its simple and practical bike storage solution. Tell us about it.

Jaw is best described as a wall-mounted compact bike rack. It’s non-marking ‘jaw’ clamps on to one wheel of the bike allowing you to store it vertically or horizontally +"8 is unique in that it has a fully adjustable design which fits different wheel sizes up to 2.9in. This is not only practical for the consumer who can use the same product even if they switch out their bike but it is also

The +"8 B wall-mounted compact bike rack, allows for both vertical and horizontal storage

www.bikebiz.com

practical for the retailer as you only need to stock one product.

Can you lock the bike when it’s in the JAW? Yes +"8 has been designed to be compatible with the ; -0, range so it provides protection from theft, as well as providing further stability should you leave the bike for a long time. If you need more security, you can run the Diamond Sold Secure rated ANKR with a chain through the bike while it is stored in +"8 This defines the modular approach we are taking – allowing the customer to choose the right mix of storage and security to suit their needs.

You’ve also been looking at scooter storage and security.

We have already seen a number of our locks such as the Hiplok D and Z -0, used in locking scooters and e-scooters. The new ANKR .JOJ is a micro version of our unique ANKR ground and wall anchor and is a great solution for locking up all of the family’s bikes and scooters. It installs easily and can be fitted inside or outside to masonry or wood, providing a simple yet secure locking point. It pairs well with ; -0, BOE % MPDL Increasing reports of theft from bike shops have indicated the requirement for more in-store security solutions. Is there anything on the table at Hiplok?

Increase in bike crime is unfortunately a reality of an increase in demand. It’s a real problem with thefts falling in to two categories of opportunist theft while the stores are opened and targeted attacks after-hours. A number of shops are already using several Hiplok products in-store to protect against both types of theft.

Alongside ZyroFisher, we are rolling out a new in-store security programme so we can offer protection to even more bike shops.

What’s planned for the next ten years of Hiplok?

I think like everyone, cycling has helped us get through the day to day over the past year. We share the vision of getting more people on bikes and we want to play our part in solving the problems associated with protecting your bike and gear. So to sum it up, more innovative products! The new Hiplok 2021 product line is available now from ZyroFisher. Speak to your ZyroFisher account manager for further information on the in-store security programme and our flagship store programme, or visit www.zyrofisherb2b.co.uk to order.

The ANKR Mini is a great solution for locking up both bikes and scooters

March 2021 | 31

NEW PRODUCTS ARE COMING

DAHON pandemic special “HIT” feature-packed. Fits all, up to 300 pounds (137kg), 10 year frame warranty.

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26/02/2021 15:45

FEATURE

Taking a step back Islabikes founder Isla Rowntree tells Rebecca Morley why she’s stepping back after 15 years, how the children’s bike market has changed and being a woman in the cycling industry

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he importance of getting children cycling young is clear – but so is ensuring they have the right model that suits their needs. This is something that Islabikes founder Isla Rowntree was keen to provide when she started the business back in 2006.

But now Rowntree has stepped back from her role as head of the Ludlow-based company, with her first employee Tim Goodall taking over as managing director.

So what was behind this decision? “The whole definition of a good time is such a hard thing to pin down,” she says.

“You only ever know when it was the right time in hindsight.

“Islabikes has been going for 15 years, and I’ve known that I’ll need to exit at some point. I’m not somebody that sees myself working forever.” But Rowntree says that if we’d asked her a year ago, she probably wouldn’t have thought about it for another four or five years at least – but the last 12 months have brought the preciousness of life into a sharper focus.

“My parents, who are in their late 70s, live next door to me,” she continues. “They moved here about nine years ago with the view that if such a time would come, I would be able to help with their care needs.

“They’re both fit and healthy, riding their bikes pretty much every day still, but I’m acutely aware that that situation could change quite suddenly. I dread being torn between them needing me and work needing me, not feeling that I’m doing either properly, and feeling guilty about both.

“Running a business like Islabikes means there’s a time and headspace commitment that’s quite substantial.

I’m sure anyone that’s in a position of responsibility will understand that. That’s the main reason – and that’s been brought into sharper focus. That and Tim – my successor – his availability, readiness and willingness when we first had that conversation a few months ago. It made me think: ‘Well, why not now?’ We made the decision together to make that happen.”

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Rowntree says she will still be involved in the company – right now she’s in a handover period which will taper off over the next few weeks and months. Her remaining role will be as a board member, but she won’t be involved in the business day-to-day.

“It’s a complete gear change for me,” she continues.

“I’m very comfortable with the decision at the moment but we’re still in the transition period. I’m outside the business. I’m doing handover work, working from home behind the scenes with Tim. He’s very much front and centre now. I’m not visible at all. I’m contemplating a different feel to my life going forward. It’s quite adrenaline fuelled being in a busy organisation.”

Isla Rowntree founded the company back in 2006

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FEATURE

Rowntree says she doesn’t have any plans for what to do next at the moment: “I don’t want to leap into doing something else, I don’t want to carry that rush forward into another project. I’m deliberately not deciding what I’m going to do next, I just want to ride my bike.”

Market changes Islabikes was founded 15 years ago specifically to make high quality children’s bikes, something Rowntree says was prompted by her friends and family who had reached an age where they’d got young children and needed advice on what bike to buy for them.

“That drew my focus into children’s bikes and particularly small children’s bikes, and what was available then. I can’t dress it up – it just wasn’t very good. They were so heavy, typically heavier than my own bikes. It felt like the industry had lost sight of the users with its children’s bikes. Even good, well respected brands, I considered at that time to be pretty poor. And I felt that this may actually put some children off cycling.

“I’m an evangelist for cycling. Most of us are in this industry because we love cycling as well. It’s one of those industries where you’ve got people that are passionate about the product. You want people to like what you like.

Rowntree’s first employee Tim Goodall has taken over as managing director

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“I felt that the children of my friends and family might not want to cycle because the bikes were not going to give them a good experience and that’s really what prompted me to start the business.

“As a small adult, I had already, over the years, modified my own bikes to make them easier to use. I knew that it makes quite a significant difference to your confidence and competence on a bike to get these details right and I felt that I could bring that empathy and extrapolate it down to really small cyclists, to four year olds etc, and bring those benefits to them as well.

“I had confidence about knowing where I’d find the solutions. That’s why I started the business. It was quite a leap of faith in some ways and with hindsight and middle age, I look back and I think: ‘Where did that confidence come from?’ But I was confident, I felt very sure about it.”

The company’s first bike for a four-year-old was launched at £100, Rowntree continues, and at that time it was about double the price of the next most expensive bike on the market, with many other bikes available for even cheaper than that.

“We’ve changed the perception of what is acceptable to pay for a child’s bike. That is a big change – not just from an industry point of view but from the general public. There are as many processes for making a child’s bike as there are for an adult’s bike. It’s only the tubes that are shorter and the wheels are a bit smaller, so why would you spend so little?

“Lots of other brands are now making much better bikes for children. It’s brilliant because that ambition of giving children a better cycling experience is never going to be achieved through Islabikes alone. It’s achieved through all children’s bikes being improved, and I think that’s happened. I take some satisfaction from catalysing that change.”

Women in the industry There’s no doubt that cycling is a very male-dominated industry, although Rowntree says that is beginning to change. “Design is very male-dominated, and quite a narrow section – so straight, white males aged between 30 and 45.

“I think we are all formed by our subconscious bias, that applies to men but also to women. It’s only relatively recently that I’ve been reflective and thought about my time in the cycling industry.

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26/02/2021 09:41

FEATURE

“I started at 16 when I worked in a bike shop; I’ve been in the industry almost all of my working life in one way or another.

“I just got on and did what I wanted to do – but I’m quite an unusual personality in that way. When I was much younger, I was so used to people treating me in a certain way, because I was a woman, that I didn’t question it or even necessarily see anything wrong with it.

“But with the benefit of hindsight, I can see that I’ve had to battle every step of the way to make everything happen and I wonder whether if I had been male, if that would have been the case.”

Rowntree tells the story of choosing her O levels when she was 13 – of wanting to do design but being told that only boys had done it in school up to that point. “I had an ongoing negotiation with the school that went into the first term of our O levels,” she explains. “I was put in the art class initially and eventually persuaded them halfway through that first term to let me change to design.

“I still managed to get an A and design became a major part of my career. Thereafter, I think I just expected things to be a bit difficult, it was my normal and I didn’t let it stop me. In hindsight, I was probably quite bolshie, and I now wonder how many people had the potential but didn’t get the opportunity because they weren’t bolshie like me?

There must be thousands.”

In terms of her experience within the cycling industry, Rowntree says she’s generally been treated well, receiving lots of help along the way from different quarters. “It hasn’t been a negative experience, but I can see that it could be quite daunting for somebody who perhaps is not as pushy as I’ve been.”

Rowntree says that now is a massively exciting time for cycling, with COVID accelerating behaviour changes that many have been campaigning for for years. “But we need to seize the day now and make that stick,” she says. “By that, we need to think beyond us as individual companies – we need to think and act as a coherent group.

“We must add our voice to and support the excellent work the organisations that represent cyclists’ interests are doing – Cycling UK, Sustrans, British Cycling.

As an industry, the more people that cycle, the more we benefit.

“Cycling can deliver positive change in so many different ways. It sounds like a cliche when we say it but it really can. I’d love to see that happen in the UK – that would be fantastic.” n

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Rowntree describes stepping back as a ‘complete gear change’

March 2021 | 35

26/02/2021 09:42

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19/10/2020 25/02/2021 10:40 09:59

5

minutes with...

This month, BikeBiz catches up with havebike founder Joe Allen

Can you give us a little background on havebike?

I founded havebike in 2010, having left behind a career as a finance lawyer in the City of London. I was frustrated at the lack of bike shops in the business district and the lengthy waiting time associated with getting my bike serviced. We started by operating pop-up style bicycle workshops inside large organisations based in the city.

Employees could leave their bikes with us when they arrived for work, we’d service them whilst the employee was at work and be ready for when they left.

Very quickly, we also gained a reputation for supplying bicycles to the emergency services that were quality, fit for purpose and value for money. This led to us winning contracts with the London Metropolitan Police, City of

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London Police, London Ambulance Service, London Fire Brigade and St John Ambulance Service.

We’ve grown havebike to be Britain’s largest bike repair company and the industry leader in repairing and servicing road, mountain and e-bikes as well as urban and kids’ bikes. Our convenient collect, repair and return model allows customers to choose from three different levels of service online and have their bike returned within 48-72 hours. havebike currently operates across all areas inside the M25 as well as select regions surrounding London, including all of Surrey.

We are also the industry leader in the supply and maintenance of fleet bicycles for the emergency services, including the police, ambulance and fire service.

March 2021 | 37

26/02/2021 10:25

What makes havebike unique? What does it offer that its competitors perhaps do not? havebike is not a tech business, it’s a business that is driven by technology which helps us disrupt the traditional industry models and be a true innovator in the bicycle industry. Our customers love what we do and many competitors large and small try to imitate our service offering.

We were the first to offer collect and return bicycle servicing and the first to offer online booking for servicing.

We were even the first (as far as we know) to offer golden hello bonus payments to new mechanics.

We’re also the only bicycle servicing company with a Shimano Service Centre accreditation in the UK and Europe, we attained this position through our mechanics’ high level of expertise across a range of bikes, our commitments to their professional development and our innovation in delivering bicycle service and repair.

As any brand in the cycling industry is, havebike is committed to helping use the power of the humble bicycle to help fight climate change. We service and repair EcoFleet’s cargo bikes, which are a vital tool in offering a carbon-neutral last-mile delivery service.

Many of the forward thinking brands in the industry, especially the direct to market brands, really see how we can complement their business; we’re an approved Canyon service provider and Ribble’s authorised aftersales agent for the London area.

Something else that sets us apart is that we are a service business, not a retail business. We do not need to worry about a workshop taking over the sales floor. It also means our mechanics can focus on what they do best (and enjoy) – fix bikes instead of constant interruptions by the phone or a member of the shop floor staff asking the mechanic to do another PDI! Tell us about your collect, repair and return model.

Using havebike’s online booking system, customers can book a repair or service on a convenient date when they would like their bike collected (and returned) from work or home. Daily collections are available from anywhere within our servicing area, seven days a week from 9am6pm. This process also allows customers to tell our mechanics if there is something specific they would like doing to their bike.

The customer will receive confirmation of their booking with the collection and return dates and also nearer the time will also get more specified times of collection and return which is determined by our mapping and route planning software for route optimisation. One of our professional drivers collects the bike in our eco-friendly long wheelbase vans with bespoke racking and protective 38 | March 2021

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covers so that we can carefully transport it to our state of the art workshop for inspection. Every bike receives a 104 point roadworthiness check prior to the service so that we can advise the customer of any additional work that the bike may require. Once the service is complete, havebike returns the bike to the customer at their chosen address and date. havebike strives to return bikes back to our customers within 48-72 hours.

In a rather bizarre twist of fate, COVID-19 has provided a significant boost to the cycling industry.

What impact has it had on havebike?

We’re taking the view that it has actually been a catalyst of the ‘cycling boom’ rather than the cause of it. Let’s not forget, even before COVID-19, Deloitte was already predicting a doubling of cycling numbers. We believe this boom is here to stay. We’ve also seen how online businesses have thrived during COVID-19. As a company that is in effect an online bicycle service provider – customers book online, we collect, service and return their bicycle – we’ve also benefited from this ever increasing consumer trend of online shopping.

And when lockdown meant we could no longer operate pop up workshops in the office buildings in the city, we took the decision to expand our service offering to the commuters belt in the home counties and focus on our collect and return work.

Operating the collect and return model means we can operate a workshop that is not exposed to the public and which is operated with social distancing practices in place.

That just leaves the delivery driver interaction with the customers. Our drivers wear full PPE (face masks and surgical gloves) and wipe the bike down with disinfectant whenever it is collected/returned to the customer.

What industry trends are exciting you at the moment?

We’re starting to see large scale adoption of fleet bicycles by some of the big logistics companies and grocery retailers. This should lead to some innovation in the fleet bicycle world, especially the cargo bikes where they need to be built in a more robust manner that is fit for purpose.

It’s also exciting to see greater adoption of e-bikes and the entry of the car manufacturers into the bicycle market with exciting designs and mass market brand appeal (BMW, Harley Davidson and Triumph to name a few).

This will continue to open up new markets and add to the growing number of people using bicycles. This will be great for everyone in the cycle industry, not forgetting the social and economic benefits this will bring – I really hope that the sight of families and friends riding their bikes together on safe quiet roads breathing clean air during the first lockdown will become a normality in the future. n www.bikebiz.com

26/02/2021 10:25

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05/01/2021 14:52

IBD FOCUS

Passion, heart and being Mrs Pennine Rebecca Morley catches up with Pennine Cycles director Sandra Corcoran on her recent BikeBiz Awards nomination and owning a bike shop for 21 years

T

he cycling industry has changed dramatically over recent years, particularly with the rise of the internet redefining how consumers make purchases. But bike shops will always be needed to offer expert advice and personal service to customers, and one store that has been leading the way in Bradford is Pennine Cycles, which has been owned by Paul and Sandra Corcoran for the last 21 years.

Originally Whitaker and Mapplebeck Cycles, the shop was established back in 1946 – when friends Johnny Mapplebeck and Geoff Whitaker returned from the war and wanted to do something they enjoyed which also enabled them to ride their bikes, explains Pennine Cycles director Sandra Corcoran.

“Johnny Mapplebeck, who recently died at age 101, had fallen in love with the Italian bicycles whilst serving in Italy.

His former boss lent him some money to get started. The business evolved into Pennine Cycles in the 1950s as Geoff Whitaker left the business and Geoff Wood, who at the time owned Pennine Accessories, joined with Johnny.

“Over the years, there were various small investors who came and went as that’s how business raised cash in that era.

In the 1980s, Johnny asked Paul Corcoran to manage the business.”

In the early 90s, Paul Corcoran invested in the business and became company secretary and a director. The business also had to move premises and relocate to where it is now – it has been located at its current site on Thornton Road for over 20 years.

“I was a customer at the old shop and had been to the vets racing in Austria a few times with Johnny,” continues Sandra Corcoran. “In 1999, when Johnny was 80, he wanted to retire to Canada and join his daughter Barbara. I was engaged to Paul at the time and on 2nd February 2000, we became the owners.”

But owning a bike shop was not actually on her dream board, she says. “I’d had a career in local government and

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Pennine Cycles director Sandra Corcoran

took redundancy in 2003 after Paul and I married in Barbados. I then trained as a community health trainer and worked for myself so was a fit for the bike shop too. Paul and I complement each other’s strengths and weaknesses in the business.

“I had to learn about the technical side of bikes and not just the fashion side. I did go on a bike mechanics course and have the certificate! But I have learned everything about the cycling industry and bike shop from Paul. We recently celebrated 21 years of owning the business, which is hard to believe.

“It’s been lots of fun travelling on business to Hong Kong, Canada and Beijing as part of UK Government trade missions as well as visiting the European

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IBD FOCUS

Parliament a couple of times, and dined at the embassies in Paris, Brussels and Beijing.

“Meeting the brand owners of what we sell is always interesting and finding out more about how our distributors and suppliers operate and who they are is important to me as an independent bike shop. I was involved in helping at local races and time trials long before Pennine Cycles and will always continue to do so in my life of cycling.”

Despite being allowed to remain open during each lockdown, bike shops have still faced challenges due to COVID-19 and social distancing restrictions, with many having to adapt operations as a result. “In the first lockdown, we had to learn quickly and Paul was the only one in the shop seeing people a lot of the time outside,” says Corcoran. “We have a car park and we had good weather which helped when people were queuing outside.

“We also asked customers to make appointments and make orders by phone and email for curbside collection and delivery. We had the door locked so people couldn’t just walk in and there was no browsing.

“We had hand sanitiser and social distancing. We launched our online shop and are still building on that, and recently introduced a subscription cyclists monthly treat box and one for Valentine’s Day. “Because our Bradford area has been in restrictions and high tiers all the way through the pandemic, we have seen a fall in footfall. Also, the shortage of bikes has meant we’ve lost new sales.”

Receiving recognition December last year saw Corcoran shortlisted for BikeBiz Woman of the Year at the 2020 BikeBiz Awards, alongside Beryl’s Georgia Yexley, Chicken CycleKit’s Lauren Goode, CSG’s Nikki Hawyes, Off Road CC’s Rachael Wight, and the winner, Epic Road Rides’ Clare Dewey.

The Award is designed to celebrate any woman who has made a marked impact in the cycle industry over the last year. “It was amazing and meant the world to me,” Corcoran says on receiving the nomination. “It was exciting in these strange times.

“It meant recognition of 20 years in the cycle industry as a woman seeing lots of changes and I am so passionate about the industry and all things cycling. My heart is in Pennine Cycles and the history I am part of.

“One of the positives about being a businesswoman in the world of cycling is people always remembering ‘Mrs Pennine’.”

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On her experiences of being a woman in the cycling industry, Corcoran says what she remembers most is going to bike shows in the UK and men on the stands ignoring her. “Paul was always good at including me and I listened and learned.

“Over the years, I gained credibility and respect and, like most things in life and in business, you have to build relationships. At the Italian and US bike shows, they seem to like the fact of a British female bike shop owner.

“In recent years, it’s been good to have some women reps in the shop. It was over 20 years ago when I joined the cycle industry, and as in everything, there have been many changes bringing new opportunities and challenges.”

If Corcoran could give one piece of advice to women entering the industry, what would it be?

“Believe in yourself,” she says. “Having belief helps self-esteem and confidence and gives inner strength to go forward and meet any opportunities and challenges.

It’s also a good idea to find a good mentor to watch and learn as I did with Paul, and having someone who supports you.

“I’ve mentored and supported many young female entrepreneurs starting out in business as I have a lot of experience to offer and I’m always learning myself. You have to love what you do with a passion as I do – but that’s in everything we do, not just the cycle industry.” n

Paul and Sandra Corcoran celebrated owning Pennine Cycles for 20 years in February 2020

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26/02/2021 09:48

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25/02/2021 10:04 10:01 21/01/2021

SECTOR GUIDE

Women-specific bikes and accessories 2

1

3

1

2

4

3

4

The Light Blue

Wisper

Ergon

Selle San Marco

Parkside/Chesterton

Wayfarer M7

SR Sport Gel Women’s

Shortfit Aspide Short

Distributor: Ison Distribution

Distributor: Wisper Bikes

Distributor: Extra UK

Distributor: ZyroFisher

There are two models in The Light Blue’s urban range. For 2021, Parkside will feature a Sturmey Archer 5spd hub gear, while the Chesterton uses a 7spd Shimano Tourney derailleur.

Both models come in 17in, 19in or 21in frame sizes and will be available in Cambridge Blue or Black. Features include: lightweight aluminium frame, comfortable ergonomic gel saddle, adjustable height handlebars and ergonomic grips, puncture resistant tyres and powerful v-brakes.

Wisper launches a step through e-bike for the trails. Perfect for adventure cycling. The new Wisper Wayfarer M7 100Nm mid drive and H7 50Nm Hub drive (pictured) are available with 700Wh high range batteries for long days exploring the trails and tracks. Wisper Wayfarer step through frames are constructed using forged head tube and bottom bracket assemblies that are slotted into and welded to the down tube extrusion, offering a super ridged ride, perfect for days in the hills.

The Ergon SR Women’s saddle range is specifically designed for the female anatomy, providing support and press relief where it’s needed the most. The centre relief, which is positioned far at the front, as well as the wider saddle flanks, help distribute the pressure of the sitting area, and all-day comfort is ensured with the Orthopaedic Comfort Foam and Gel Pads. The SR Womens saddle range is also available with lightweight TiNox or carbon rails for ultimate performance.

The new Aspide Short from Selle San Marco represents a natural evolution of the Aspide; a model that has been the cornerstone of the brand for almost 20 years.

Short in design and available in two widths, 250 x 139mm/ 155mm, this makes the perfect upgrade for any rider looking for that extra level of performance and comfort. Combining the waved profile, the flatter shape at the rear and the L3 dimension hole in the shell, it’s perfect for women, reducing pressure in the sensitive areas when riding.

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March 2021 | 43

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SECTOR GUIDE

5

6

7

5

8

6

7

8

Giro

Scott

CUBE

WTB

Source MIPS Women’s

Contessa addict Gravel 15

Backpack Pure 4Race

Speed She Saddle

Distributor: ZyroFisher

Distributor: Scott

Distributor: Oneway Bike Industry

Distributor: Hotlines

The Source MIPS W helmet combines advanced performance and protection in a rugged, trail-ready design. Featuring deep coverage with aggressive ventilation from 17 vents coupled with deep internal channeling, it helps keep things cool even when the riding gets rowdy. It possesses the comfort and secure feel of the Roc Loc 5 fit system with integrated MIPS brain protection, plus a moto-style adjustable screw-in visor and full lower hardbody durability.

In order to truly find oneself, sometimes one needs to get lost.

With the Contessa Addict Gravel 15, you can do just that. Wake up, suit up, pack a snack and enough water and head out without any specific direction in mind. A high-end carbon frame, Shimano GRX drivetrain and Syncros components combine to give you an all-day adventure machine.

The CUBE Backpack Pure 4Race is the ideal companion when you’re taking a bit more baggage with you than fits in a jersey pocket – a wind jacket, the big hydration pack, the mini-tool, spare tube and the most important small parts.

Everything is perfectly organised in the Pure 4Race, which lies on your back like a second skin due to its ergonomic shape.

This sleek women’s saddle is perfectly suited for road, urban, gravel, trail or bikepacking. It features an ergonomic shape, smooth curves and low-profile stitching which keeps you poised and in full control on any surface. Its thick padded and rounded, falling-away profile offers exceptional comfort.

With both steel and lightweight Chromoly railed options available, the Speed She is a great value upgrade for any female rider.

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www.bikebiz.com

26/02/2021 11:22

SECTOR GUIDE

9

10

11 12

9

10

11

12

Limar

Insync Bikes

SDG

Ride Concepts

Air Pro

Lectro Avanti Plus

Allure

Livewire Women’s

Distributor: Pinpoint

Distributor: Insync Bikes

Distributor: Silverfish

Distributor: Silverfish

We have exploited the unique properties of Carbon, coupling them with EPS, to realise a maximum resistance core with minimum thickness. Two structural wings merge with the side ribs of the shell, creating a highly performing cage in terms of safety, aerodynamics and ventilation. Limar Air Pro is available also with MIPS, in three sizes.

The Lectro Avanti Plus is a fresh new twist on the traditional shopping bike. With an upright riding position, comfy saddle, full mudguards, pannier rack and chain guard, it has an impressive assisted range of up to 50km from its powerful 36 volt 10.4Ah battery. With a three-speed Shimano drivetrain, riders can still choose a comfortable gear and select the level of motor assistance required, depending on the terrain.

Developed specifically with women in mind, the Allure delivers attributes that relieve and eliminate soft tissue pressures. The Allure starts with a durable nylon fibre base material, yet appropriately softens ups with the anatomically shaped cut-out. A lightweight LPU foam blends with the cut-out and supportive platform, while a seamless, plush microfibre top material is the final element that makes this tool so Alluring.

The Livewire women’s mountain bike shoe exceeds the technical demands of big mountain riding without sacrificing everyday style. This is designed to be the daily driver, wear-everywhere, tough-as-nails, do-it-all, ninja-approved, highperformance flat pedal shoe.

Constructed from a women specific last for perfect fit and form, the Livewire is the ultimate flat pedal shoe.

Available in sizes 3-8UK and two colours.

www.bikebiz.com

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March 2021 | 45

26/02/2021 11:22

SECTOR GUIDE

14

13

16 15

13

14

15

16

Juliana Bicycles

Funkier

Claud Butler

Hiplok

Maverick

Ibera Ladies Active S/S Jersey

Explorer 2.0 Low Step

Jaw

Distributor: Jungle Products

Distributor: Bob Elliot & Co

Distributor: Tandem Group Cycles

Distributor: ZyroFisher

You’re here to get down. You’re here to go fast. So is the Maverick. Did someone say smile more? No problem. Tell ‘em to look closer as you set your quads on fire churning up the last brutal climb that makes the downhill taste that much sweeter. When you live for that magical space between pleasure and pain, the Maverick is the bike that won’t say no when you say yes.

The Ibera short sleeve jersey is an active-level cycling jersey, with a classic rider cut, allowing it to contour your shape while giving you extensive freedom of movement and keeping all your valuables safe and dry, with two back pockets and a waterresistant zippered central back pocket so you can ride with style, ease and comfort.

Our EXP range is designed for exploring, mixing a hybrid geometry with suspension forks and reliable transmission to create a great all-rounder.

Upgraded multi-butted hydro-formed frame which includes internal cable routing, upgraded SR Suntour suspension forks, upgraded Shimano gearing, mechanical disc brakes instead of V-brakes and small details on the finishing kit have also received some upgrades.

Store any type of bike easily with Hiplok Jaw compact bike rack – the one-size-fits all bike storage solution. Jaw mounts easily on to the wall and its unique fully adjustable jaw design holds any tyre size up to 2.9in sturdily, whether you choose to store your bike horizontally or vertically.

Plus it integrates with a Z LOK for extra protection.

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www.bikebiz.com

26/02/2021 11:22

@contityres conti-tyres.co.uk

[URBAN/ATB]

STUCK FOR STOCK? Urban . Road . MTB . Gravel . Workshop

01970 626777

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info@conti-tyres.co.uk

06/11/2020 13:41

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SECTOR GUIDE

Workshop and cleaning 1

2

3

4

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2

3

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ROwasher

KranX

Finish Line

Birzman

Bike Parts Washer

Home Repair Workstand

Disc Brake Cleaner

Studio Tool Box

Distributor: Rozone

Distributor: Bob Elliot & Co

Distributor: Madison

Distributor: Silverfish

The ROwasher makes bike servicing a quicker, safer and more pleasant experience. Its innovative oil eating microbe technology makes this parts washer a “greener” option. Its ROwash Degreasing Solution keeps staff, customers and the environment free from harmful chemicals – and being heated to 42°C keeps hands warm and technicians happy! Faster, less messy and cheaper than off the shelf products at less than £1 per wash – increase service revenues, generate profit and shorten turnaround time while delivering a superior clean.

With a steel frame and Q/R clamp, the KranX workstand supports and grips the bike securely. A soft clamp prevents scratching or damage to the bike and it comes with a parts tray and adjustable handlebar rod to stabilise the front wheel. It has a fully adjustable clamp which fits diameters from 25-40mm and has a 3600 rotation. The legs fold for easy storage and it has an adjustable height from 105-190cm.

If you want squeak-free disc brakes that work like a dream, Finish Line’s disc brake cleaner is the answer. Using an acetonefree formula, it flushes out dirt and oil and breaks down baked-on brake glaze keeping your brakes performing brilliantly (and quietly). It also leaves zero residue on the rotors, meaning there’s no need to wash them down with water afterwards.

Birzman tools are famous for their painstaking attention to details in the design, the performance and the look and feel. Its multi-award winning Studio Tool Box is a collection of 37 carefully selected pieces from Birzman’s portfolio of highperformance tools, all in a heavy-duty PE case with blow-moulded pallets offering protection and organisation. The perfect addition to any busy workshop, home mechanic or mobile mechanic’s armoury.

www.bikebiz.com

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SECTOR GUIDE

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5

7

8

5

6

7

8

Weldtite

Bosch Power Tools

Wolf Tooth

Muc-Off

Citrus Degreaser

EasyPump

8-Bit Pack Pliers

Eco Parts Washer

Distributor: Multi Distributed

Distributor: Magura

Distributor: Saddleback

Distributor: Muc-Off

Remove dirt and grime easily with Weldtite’s powerful water-based Citrus degreaser.

Use with a cloth, brush or as a ‘bath’ to efficiently clean the whole drivetrain. Citrus Degreaser is the choice of Ribble Weldtite and Team DSM, who benefit from the powerful and effective performance on the chain whilst being biodegradable and gentle on the mechanic’s skin. Available in 1L, 5L and 25L.

Inflation of up to 10.3 bar with real-time measurement and pre-select function.

Ideal for inflating tyres (car, motorcycle, bike), balls and smaller water sports equipment.

Everything ready at hand: various adapters are neatly stored in the tool handle. Intuitive and practical: easy-to-use, ergonomic, and small design with big display.

Integrated battery and USB-C charging, brightly illuminated by LED light.

Wolf Tooth’s 8-Bit Pack Pliers can solve almost any roadside repair. 17 functions from master link pliers to Torx bits bring superb functionality in a lightweight design. Eight attachments nestle in the pliers and are held in place with magnets. They attach to a ball dent swivel head that doubles as an 8mm hex bit. A valve core remover and rasp store in one side of the pliers and there’s even room for a master link.

Made in the USA.

Effortless, efficient, consistent cleaning in seconds and available in two sizes, 40l and 100l. Unlike other solvent part washers, the Muc-Off Eco Parts Washer doesn’t release harmful chemicals like VOCs and minimises wastewater with its Eco Parts Wash and Power Tabs technology.

Maintenance made simple and easy with a pre-filter situated in the sink which holds thick elements, and a socket filter to catch the finest particles.

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ai1605548019156_Partswasher_Pressad.pdf

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SECTOR GUIDE

10

9

12

11

9

10

11

12

Pro-Green

LifeLine

Motorex

Syncros

Bike Cleaning

Essential Torque Wrench Set

Cleaning Range

Syncros Wrench 2.0 Torque

Distributor: Walkers Cycles

Distributor: Hotlines

Distributor: Extra UK

Distributor: Scott

Pro-Green is a ‘Premier Salt Free Cleaner’ designed and produced in England. A salt free product is important for maintaining the longevity of your bike. Unlike most other cleaners, our products are also free from harsh chemicals making them safe to use on aluminium, carbon, matt finishes and e-bikes. All Pro-Green products are biodegradable and packaging is recyclable. Available as Bike Wash, Aftershine and Drivetrain Cleaner.

This Torque Wrench Set enables you to tighten the bolts on your bike components with precision, and offers outstanding value for money. It contains all of the most commonly used Torx and Hex head sockets: 3, 4, 5, 6, 8, 10mm hex heads T25 and T30 Torx heads, and a 5mm hex extension. Micrometric adjustment allows for precise readings between 2NM and 24NM.

Motorex has a large range of cleaning products to keep every kind of bike working in top condition. The cleaners are biodegradable so will not harm the environment and can be easily used at home or workshop. The range includes Bike Clean to remove stuck on mud and grime, Quick Clean for fast and waterless cleaning jobs, and the Motorex Bike Cleaning Kit. This all-in-one kit includes everything a rider needs to maintain their bike, all in a convenient storage bucket.

Precision products require precision tools. Our Torque wrench is designed for ease of use when mounting and maintaining high-end products (particularly carbon components) on bikes.

Simply set your desired torque and you cannot over tighten a bolt risking damage to the component or bolt head. The kit is complete with a range of bits, an extension head, instructions and a tough case to keep it safe.

An essential part to any home mechanic’s arsenal.

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SECTOR GUIDE

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15

13

16

14

15

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Fenwick’s

Hiplok

Green Oil

Juice Lubes

Concentrated Bike Cleaner

ANKR Mini

Agent Apple

Dirt Juice Double Pack

Distributor: ZyroFisher

Distributor: ZyroFisher

Distributor: i-ride

Distributor: Velobrands

Fenwick’s Concentrated Bike Cleaner is an effective and biodegradable bike cleaner. Mixed with ten parts water, the Contentrated Bike Cleaner creates a ‘ready to use’ Bike Cleaner – or use it neat in a chain bath. It is safe to use on anodising, carbon, plastics, rubber and painted surfaces. A 1l bottle of Concentrated Bike Cleaner will make 11l of Bike Cleaner! Buying as a concentrate helps move less product and reduces overall CO2 emissions.

ANKR Mini micro security anchor will help keep your workshop tidy while securely storing all your household bikes. Based on the unique 3-piece design of the bigger Hiplok ANKR, ANKR Mini provides a compact yet secure locking point for any type of bike or scooter. Pair ANKR Mini with a Hiplok D lock or Z Lok depending on your security requirements.

Available in three colours.

Working with cleaning and lubricating formulas can be damaging, not only in the workshop environment but also to the wider world we all ride in.

Green Oil covers all the important consumable bike maintenance products with a range of skin safe naturally derived formulas, avoiding the use of PTFE and other long chain chemicals which don’t easily biodegrade. Its Agent Apple Degreaser can be used up to three times, proof that a natural product doesn’t have to be any less effective.

The Dirt Juice Double pack is a super-value twin pack of bike wash and concentrate. The pack contains a reusable 1L bottle of Dirt Juice Bike Wash and another 1L bottle of Dirt Juice Super. Dirt Juice is a pre-mixed, fast-acting, foamy bike wash that’ll leave your bike sparkling. Dirt Juice Super mixes with water to create up to 10L of Dirt Juice Bike Wash.

www.bikebiz.com

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SECTOR GUIDE

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17

19

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Cyclon

Dirt Doc

Oxford

CRC SmartWasher

Instant Polish Wax

Cleaners and Lubes

MINT Bike Cleaner

SW-23

Distributor: The Cycle Division

Distributor: Greyville Enterprises

Distributor: Oxford Products

Distributor: Actively seeking

Cyclon, the specialists for over 35 years in all things cleaning, maintenance, lubrication and protection products, has many products in its range, including the Instant Polish Wax that gives all parts of the bike a shine that is long lasting and simple to use.

Just clean the bike, apply the Polish Wax gently, rub with a clean dry cloth and the bike is looking like new with a water repellent finish. Available in 100, 250 and 500ml aerosols.

A simple yet very comprehensive range of just six cleaners and lubes that will fully cover all normal requirements. Three cleaners (for bike, chain and disc brake) plus new improved chain lube, degreaser and bike protector. So what else do you really need? Supplied with a free compact display that doesn’t take up half the counter and will keep generating turnover all day long.

Bike Cleaner is also available in an economic 5L refill bottle.

Powerful-but-safe all-purpose foaming cleaner specially formulated to quickly remove dirt and grime. Leaves a bright and sparkling finish when rinsed off. Key features: - High performance biodegradable formulation - Foaming trigger enables easy and gentle removal of dirt and grime - Safe on paintwork, metal surfaces, plastics, rubber and carbon fibre

The global leader of bioremediating parts-washers.

Designed to clean dirty bike parts during repair and maintenance – quickly and safely. Ozzy microbes breakdown and “eat” oil, grease and other contaminants, creating a self-cleaning system that doesn’t generate hazardous waste. The OzzyJuice cleans the bike, the Ozzy microbes clean the OzzyJuice. SmartWasher is still the smartest bike cleaning solution.

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“Still the Smartest solution to bike cleaning” Safer for the Environment No hazardous waste

Self-Cleaning Solution The bio remediation process keeps the fluid clean and ready to use

Safer For Employees Non-flammable & no contact with harmful solvents

Exceptional Cleaning Power Affording you more time to clean bikes quicker and safer

SmartWasher® - sustainability that doesn’t cost the Earth For any distributor enquiries please contact: CRC INDUSTRIES UK Sales.UK@crcind.com

CRC INDUSTRIES EUROPE BV SmartWasherEU@crcind.com

www.smartwasher.com SmartWasher BB-MAR21-CRC.indd - BikeBiz Mar2021.indd 1 1

17/02/2021 18/02/2021 11:43:38 09:49

MARCH 2021

29TH MARCH - 1ST APRIL 2021

JOIN US DIGITALLY! Britain’s biggest cycling trade show moves online for 2021

Over 80 Brands

Webinars & Presentations

Brand Videos

Live Chat

MARCH 2021

BRAND VIDEOS & SHOW ONLY OFFERS

iceBike* goes online for 2021, with exclusive Offer Packs and Show Only Offers too good to miss. digiBike* will feature a wide range of videos from key brand suppliers and Madison and Sportline brand managers, an address from CEO Dominic Langan and your questions answered on live chat.

So sit back and enjoy the show!

Register Now www.digiBike.co.uk Over 60 of the industry’s leading brands including:

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EDITORIAL CALENDAR 2021:

FOCUS: SECTOR GUIDES:

April

May

Cycling technology

The kid’s market

June

Retail and the IBD

July

The global cycle indsutry

August

The MTB market

September

October

November

December

Sustainability

Distribution

The e-bike market

BikeBiz Awards special

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

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

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

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

26/02/2021 10:09

TALKING POINTS

JAMES SMITH

Should you consider sponsorship?

B

y any measure, the Red Bull marketing team really thinks that sponsorship works. It sponsors everything from cliff divers, Paris-Dakar trucks to cyclocross riders. Is there a joined up strategy here, or is it just a way of moving cash?

Sponsorship in our industry is unique. Cycling was around well before it existed as a sport. Parts of our industry rely on sponsorship through marketing and, right or wrong, parts of our industry ‘love’ cycling sport to such an extent that it becomes easier to justify sponsorship. This latter sentence is one I am guilty of over the years; either in a rush to see young cyclists achieve their dreams, or through the lense of associations to the brand.

Therefore, we as an industry need to take an analytical look at sponsorship and try to get to the bottom of its benefits and risks.

Let’s first take a look at the picture as it is today (and I am going to focus on the male road cycling scene and through the prism of the UK cycling industry), firstly starting with the World Tour and some of the sponsors and then some of the British teams for 2021.

If we take a look a few samples (listed right), this might help us understand the strategy here. I would also remind you of my earlier point; some executives and CEOs simply love cycling. The first point of note is that only Team BikeExchange has anything related to cycling or a cycling company in the title.

Bora – Hansgrohe – Bora is a ten-year-old cooking extraction system, which took on its first cycling sponsorship in 2015. Hansgrohe is a shower system company. Secondary sponsors include Sportful and Specialized. Deceunnink is a window manufacturer and Quick Step is a flooring specialist, secondary sponsors include Crivit and Lidl. Groupama is an insurance company, and FDJ is a lottery organisation.

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UCI Men’s Teams 2021 Ag2r Citroen Team Astana - Premier Tech Bahrain Victorious Bora - Hansgrohe Cofidis Deceuninck - Quick-Step EF Education - Nippo Groupama - FDJ INEOS Grenadiers Intermarché - Wanty - Gobert Matériaux Israel Start-Up Nation Jumbo-Visma Lotto Soudal Movistar Team Team BikeExchange Team DSM Team Qhubeka Assos Trek - Segafredo UAE Team Emirates

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TALKING POINTS

British Registered UCI Team 1) Canyon bike manufacturer, DHB cycling clothing, SunGod – sunglasses 2) Ribble – bike manufacturer, Weldtite lubrication 3) Swift bike manufacturer 4) Trinity – sports management agency 5)* Saint Piran – Not in list above but unusual self supported organisation I have focused on men’s teams but it is important to note that sponsorship of women’s teams may actually be preferable due to costs and relative audience size and growth. In summary though, a question needs to be asked; if you consider yourself a cycling fan and do not know what Groupama is or what the function of Quick Step is, then is sponsorship working? There is the argument here that a large majority of advertising is not about immediate sales, quite often it is simply to ensure your position in the market is maintained (stopping others, keeping your brand name at the forefront of your mind). However, there are other factors here:

Cycling is green. Cycle sponsorship can often act as a way of cleaning a brand. INEOS is a great example of this; one of the largest plastic manufacturers in the world is now associated with the greenest of activities and sports.

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JAMES SMITH

Cycling is healthy. Cycling is regarded as a healthy activity and in some respects can help a brand that wants to be associated with the outdoors and/ or vigour.

Cycling is technical. Cycling is regarded as a scientific and technical sport perfect for a brand like Bora that is a cutting-edge tech brand.

Cycling is cheap. In relative terms to other sports, cycling is incredibly cheap to sponsor and is one of the very few truly global sports. Events are long, TV coverage is live and your brand name is repeated many times – a great tool for reminding your customers that you are still there.

So, is it worth it? Cycling sponsorship will not bring you immediate sales, but will position your brand in a strong place over a longer-term period.

The sponsorship should form part of a 360-degree marketing activity; ensure your website is up to date and that you are associating yourself with your team throughout your brand activity. Finally, it is not up to your team/partners to maximise your investment.

If you rely on that you will be disappointed. Be sure to extract every image, story, every result and get your message out there. n

www.bikebiz.com

26/02/2021 15:08

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