BikeBiz October 2021

OCTOBER 2021

OCTOBER 2021

NEW LIGHTING RANGE Exclusively available at www.raleighb2b.co.uk

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CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT www.bikebiz.com www.bikebiz.com www.bikebiz.com www.bikebiz.com www.bikebiz.com www keb zCONTENT com www keb zEd www b keb zcom www bbbkeb zEditor Editor ocom Ed ocom www.bikebiz.com www.bikebiz.com www.bikebiz.com www.bikebiz.com www.bikebiz.com www www b b keb keb z com zGocom com www b keb zcom www b keb zcom com www b keb zEditor www.bikebiz.com www.bikebiz.com www.bikebiz.com www.bikebiz.com James Groves www b keb z James Groves James oves James G oves www b keb z com www b keb zEditor www b keb z com Editor Editor www.bikebiz.com Ed Ed o Ed Ed oocom

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THE EDITOR THE EDITOR THEEDITOR EDITOR THE THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR

‘When youas factor in the past ‘We have witnessed this innovative ‘Are we, both an industry and a ‘Electric vehicles, in general, have proved ‘Electric vehicles, in general, have proved ‘Electric vehicles, in general, have proved we both as industry and as aas ectric vehic inin genera have proved EAre ectric vehic es genera have proved EEectric vehic eses inan genera have proved ‘We have witnessed this innovative We have witnessed this innovative ‘Are we, both as an industry and as a ‘Electric vehicles, in general, have proved ‘Electric vehicles, in general, have proved ‘Electric vehicles, in general, have proved Are we both as an industry and as aor E ectric vehic es in genera have proved E ectric vehic es in genera have proved E ectric vehic es in genera have proved year-and-a-half, an already productive marketplace take a central ‘Are we, both as an industry and as a ‘Electric vehicles, in general, have proved ‘Electric vehicles, in general, have proved ‘Electric vehicles, in general, have proved Are we both as an industry and as a ectric vehic es in genera have proved E ectric vehic es in genera have proved EEectric vehic es in genera have proved country, in danger of allowing this insufficiently practical, accessible insufficiently practical, accessible insufficiently practical, accessible or country inydanger of take aaccessib owing this insufficient ypractica accessib insufficient ypractica practica accessib eoror or insufficient e eor marketplace a central marketp ace take a centra country, in danger of allowing this insufficiently practical, accessible or insufficiently practical, accessible insufficiently practical, accessible or country in danger of a owing this insufficient y practica accessib e or insufficient y practica accessib e or insufficient y practica accessib e or industry becomes a thriving marketplace’ role country’s recovery’ country, in danger allowing insufficiently practical, accessible insufficiently practical, accessible insufficiently practical, accessible ororor or country ineydanger of owing this insufficient yepractica accessib eor oror insufficient ypractica practica accessib ethis insufficient accessib emasses’ opportunity toaof pass us by?’ affordable to convert the masses’ affordable to convert the affordable to convert the masses’ opportunity to pass us by? affordab eour to convert the masses affordab to convert the masses affordab to convert the masses role in our country’s recovery’ ro e in our country s recovery opportunity to pass us by?’ affordable to convert the masses’ affordable convert the masses’ affordable to convert the masses’ opportunity to pass us by? affordab e to convert the masses affordab e to convert the masses affordab e to convert the masses opportunity to the pass us by?’ affordable to convert the masses’ affordable convert the masses’ affordable to convert the masses’ opportunity to pass us by? affordab convert the masses affordab etoto convert the masses affordab e eto convert masses

A golden generation?

Cycling as technology not Cycling as technology not Cycling as aaaaaatechnology technology not Agolden golden Cycling as atechnology technology –not not Cycling as atechnology technology –not not Cycling as technology not A generation?

Cycling as Cycling as Cycling as ageneration?

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THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE THE EDITOR time in our lives, we gain access toevolving, our own method of transport and tThe me nEDITOR our ves we ga nto access toexercise our own method transport a all THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR that comes with freedom, fun, independence. world The modern world to exciting technologies, bebe The modern wor dloves oves tocelebrate ce ebrate evo vand ng exc techno og es modern wor dit: oves ce ebrate evo v ng exc t ngt ong techno ogThe es and be THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR THE EDITOR that comes with it: freedom, fun, exercise and The world The modern loves celebrate evolving, technologies, The modern loves to celebrate evolving, exciting technologies, The modern world loves celebrate evolving, exciting technologies, be that comes w th tdworld reedom un exerc ndependence The wor dbebe The modern wor toce ceto ebrate evo vng ng exc tindependence. techno bebe The modern wor doves oves toto ce ebrate evo vand ng exc tng ng techno og The modern wor dworld oves to ebrate evo vse exc t exciting ng techno ogog eseses be

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Before the which anniversary e ectr cmotor, motor wh ce ebrates ts200th 200th ann versary th syear. year e electric ectr c motor wh ch ch cecelebrates ebrates tsits200th ann versary ththis s year to bikes has been declining for several years (pre-COVID).

Before the electric motor, which celebrates its 200th anniversary this year. which celebrates its 200th anniversary this which celebrates its 200th anniversary year. belectric kes been dec nce ng or severa years (pre-COVID) Be ore eectr ectr cmotor motor wh ch ce ebrates ts200th 200th ann versary th syear eAnd ectr chas motor wh ch ebrates ts 200th ann versary th syear year eto celectric wh ch ce ebrates ts ann versary th sthis pandemic hit, it was estimated that 2% ofthese children cycle to school in the s s And while millions among usus flock tothese these trendy technologies Amazon’s And wh emotor, m ons among ock to trendy techno og –the Amazon wh emotor, m ons among us ock to trendy techno og esyear.

–es–Amazon Despite Learning ato four-week to ride extension amillions bike is ato crucial our country’s rite of Covid-19 passage for restrictions, any child. ines–es For the the first pandemic hit, it was estimated that 2% of children cycle to school in the And while among us flock to these trendy technologies –Amazon’s Amazon’s And while millions among us flock to these trendy technologies –run Amazon’s And while millions among us flock to these trendy technologies –bike pandem c h t t was est mated that 2% o ch dren cyc e to schoo n the Learn ng r de a b ke s a cruc a r te o passage or any ch d For the rst And wh e m ons among us ock to these trendy techno og – Amazon ss And wh e m ons among us ock to these trendy techno og – Amazon And wh e m ons among us ock to these trendy techno og es Amazon son UK. Compare that to a rather inspiring 49% of children in the Netherlands, Alexa stands out as the most notable example – mobility continues to run on A exa stands out as the most notab e examp e – mob ty cont nues to A exa stands out as the most notab e examp e – mob ty cont nues to run on As 2021 begins its slow wind down to (dare I say it...?) the Christmas period, and Despite Learning a four-week to ride extension a bike is a to crucial our country’s rite of Covid-19 passage for restrictions, any child. in For the bike the first Desp Learn te a ng our-week to r de extens a b ke on s a to cruc our country a r te o s Cov passage d-19 restr or any ct ons ch d n For the b the ke rst Learning to ride a bike is a crucial rite of passage for any child.

For the first Learn ng to r de a b ke s a cruc a r te o passage or any ch d For the rst industry, time in at our least, lives, it feels we as gain though access summer to our is own in full method flow.

The of sun transport has finally and all UK. Compare that to a rather inspiring 49% of children in the Netherlands, Alexa stands out as the most notable example – mobility continues to run on Alexa stands out as the most notable example – mobility continues to run on Alexa stands out as the most notable example – mobility continues to run on UK Compare that to a rather nsp r ng 49% o ch dren n the Nether ands t me n our ves we ga n access to our own method o transport and a A exa stands out as the most notab e examp e – mob ty cont nues to run on A exa stands out as the most notab e examp e – mob ty cont nues to run on A exa stands out as the most notab e examp e – mob ty cont nues to run on and you can see just how far the British to cycle advocacy dawdles we begin to upon another year in the cycle trade, it’s fair to say that we, as ca fossil fuels.

Electric vehicles, in have proved oss ue sves E ectr cga veh cthough esto ngeneral, genera have proved nsu c and ent yapractical, oss ue satreflect Eleast, ectr veh cas es naccess genera have proved nsu c sun ent yna pract industry, time in our lives, itcloves we gain to is own in full method flow.

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Perhaps more The pleasing world The modern world loves to celebrate evolving, exciting technologies, bedawd The modern loves to celebrate evolving, exciting technologies, be modern world to celebrate evolving, exciting technologies, be and you can see just how far the British approach to cycle advocacy dawdles fossil fuels.

Electric vehicles, in general, have proved insufficiently practical, fossil fuels.

Electric vehicles, in general, have proved insufficiently practical, fossil fuels.

Electric vehicles, in general, have proved insufficiently practical, and you can see ust how ar the Br t sh approach to cyc e advocacy es that comes w th t reedom un exerc se and ndependence The wor d ue s E ectr c veh c es n genera have proved nsu c ent y pract ca oss ue s E ectr c veh c es n genera have proved nsu c ent y pract ca oss ue s E ectr c veh c es n genera have proved nsu c ent y pract ca The modern wor d oves to ce ebrate evo v ng exc t ng techno og es be The modern wor d oves to ce ebrate evo v ng exc t techno og es be modern wor d oves ce ebrate evo v ng exc t ng techno og es be an industry, feel more positive than we did 18 months ago.

We’ve behind its accessible or affordable to convert the masses. access epeers. or aodreedom ordab eshapes to convert the masses access bmodern ebmodern or atth ordab eall to convert the masses emerged, that comes and bikes of it: freedom, and fun, sizes exercise swarm and our roads.

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These it virtual reality, driverless cars or artificial intelligence as a whole.

These than becomes a sa es our have p ayground c rcumvented a prec p tous drop cont nu ng to skyrocket t v rtua rea ty dr ver ess cars or art c a nte gence as a who e These t v rtua rea ty dr ver ess cars or art c a nte gence as a who e These t v rtua rea ty dr ver ess cars or art c a nte gence as a who e These becomes our playground. virtual reality, driverless or artificial intelligence as awhole. whole.

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These tDesp vit rtua rea ty dr ver ess cars or art ccwhen awhen nte gence as aor who etheir t creat vtirrespective rtua rea ty dr ess cars or art cthe athe nte gence as ajump These Despite of these global benefits, circumstances. the number Whether of this children is acompared prolonged owning pandemic having boom access creations, however, are purely embryonic when with that of creations, however, are purely embryonic when compared with of creations, however, are purely embryonic when compared with of the Children require minimal encouragement to on bikes, but Evolution is well and next 18 months will prove pivotal Evolution is well overdue, and the next 18 months will pivotal in Evolution is well overdue, and next 18 months will prove pivotal Ch dren requ re m nent ma encouragement to ump on the rthat kes but te these bene ts the number dren own ng hav ng access Evo ut on sver we overdue and next 18 months prove pThese vota nthe Evo ut on sver we overdue and the next 18 months w prove pthe vota nin Evo ut on sdr we overdue and the next 18 months w prove pprove vota nthe ons however are pure yent compared th that othat the creat ons however are ycars embryon cch when compared w th that o the creat ons however are pure embryon co compared w th that ob soothing to be able to look ahead to 2022 with genuine optimism. they need permission, and they need support.

Our May edition deciding just how efficiently changes can be implemented.

Over 100 of dec d ng ust how eare cyoverdue, ythe those changes mp Over 100 o dec d ng ust how cpure yembryon those changes can be mp emented Over 100 oin irrespective Despite of these global benefits, circumstances. number Whether of this children isbe acompared prolonged owning or pandemic having boom access creations, however, are embryonic when with that of the creations, however, are purely embryonic when compared with of the creations, however, are purely embryonic when compared with that of the rrespect Desp ve te ohowever, these ghowever, oba bene cepure rcumstances ts the number Whether th ch scompared dren scan acompared pro own onged ng or pandem hav ng cof boom access creat ons however are pure yembryonic embryon cwhen when compared w th that othat the creat ons however are pure ythose embryon cchildren when compared wyear. th that oaccess the creat ons however are pure ypurely embryon cowhen when compared wemented th that oseeks the Despite these benefits, the number of owning or having creations, however, are purely embryonic when with that the creations, purely embryonic when compared with that of the creations, are purely compared with that of Desp te these bene ts the number o ch dren own ng or hav ng access creat ons however are pure y embryon c when w th that o the creat ons however are pure y embryon c compared w th that o the creat ons however are y embryon c when compared w th that o the or to the bikes beginnings has been of a declining truly golden for age several of cycling years remains (pre-COVID). to be seen, Before but all the signs electric motor, which celebrates its 200th anniversary this year. electric motor, which celebrates its 200th anniversary this electric motor, which celebrates its 200th anniversary this year. they need permission, and they need support.

Our May edition seeks deciding just how efficiently those changes can be implemented.

Over 100 ofof deciding just how efficiently those changes can be implemented.

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Governments across the globe imposed future bans on zero emissions.

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Electric vehicles, in general, proved insufficiently practical, fossil fuels.

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Throughout the last 14 months, we’ve witnessed bike new ‘buzzword’ are itching to accelerate the trend as awhole. whole. as their new are itching to accelerate trend aeca whole. as new ‘buzzword’ are itching to accelerate the as aas Throughout the ast 14 months we ve w tnessed remarkab bmicromobility ke sa beh nd ts as the ror new buzzword are tch ng to acce erate the trend as awho eca as the ror new buzzword tch ng to acce erate the trend aewho who eca as the ror new buzzword are tch ng to acce erate the trend as aas access bue etheir aElectric ordab to convert the masses access bcould epeers alay ordab eces to convert masses access bue ecan aevolution ordab e‘buzzword’ the masses Our October 2021 edition rounds up a fascinating year for UK distributors Extra that the groundwork for a golden age of cycling.

However, asessales This was one of the key factors in the launch of our Th s evo ut on was one o the key actors n the aunch o our m cromob ty Th s evo ut on was one o the key actors n the aunch o our m cromob ty the behind cycle trade its peers. to stultify, we have witnessed this innovative marketplace take a accessible or affordable to convert the masses. accessible or affordable to convert the masses. accessible or affordable to convert the masses. the beh cyc nd e trade ts peers to stu t y we have w tnessed th s nnovat ve marketp ace take a access b e or a ordab e to convert the masses access b e or a ordab e to convert the masses access b e or a ordab e to convert the masses behind its peers. accessible or affordable to convert the masses. accessible or affordable to convert the masses. accessible or affordable to convert the masses. beh nd ts peers access but or aswe ordab egroundwork to convert the masses access bcou eon or asour ordab eminimal to convert masses access bChildren ethat aThis ordab eoverdue to convert the masses central role require country’s recovery, encouragement tackling anxiety to jump over public on their transportation bikes, but Evolution is well overdue, and the next 18months months will prove pivotal inin as Evolution is well overdue, and next 18age months will prove pivotal Evolution is well overdue, and the next 18 will prove pivotal in could lay the groundwork for a golden age of cycling.

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Our May edition seeks deciding just how efficiently those changes can be implemented.

Over 100 of deciding just how efficiently those changes can be implemented.

Over 100 of deciding just how efficiently those changes can be implemented.

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Last, and certainly not least, remember In hope you enjoy technology-focused April edition In meant we hope you oy our techno ogyocused Apr ed t on In the meant me you en oy our techno ogyocused Apr ed t on to If all highlight goes to plan, challenges you may even solutions open an in edition this key of specialist area, with BikeBiz where the editor has the world’s biggest cities – and over 77 countries – have pledged to achieve netthe world’s biggest cities – and over 77 countries – have pledged to achieve netthe world’s biggest cities – and over 77 countries – have pledged to achieve netto I a h gh goes ght to p cha an you enges may and even so open ut ons an ed n th t on s key o spec a st area w th B keB z where the ed tor has the wor d s b ggest c t es – and over 77 countr es – have p edged to ach eve netthe wor d s b ggest c t es – and over 77 countr es – have p edged to ach eve netthe wor d s b ggest c t es – and over 77 countr es – have p edged to ach eve netto highlight challenges solutions in this key specialist area, with the world’s biggest cities –hope and over 77 countries –have pledged to achieve netthe biggest cities –hope and over 77 countries –mposed have pledged to achieve networld’s biggest cities –so and over 77 countries –technology-focused pledged achieve netto hthe gh ght enges and ut ons nthe th son key spec aimposed area w th the wor dsworld’s sbons ggest ctother tme –than and over 77 countr es –have have p edged to ach netthe wor dthe sbcha bons ggest ces tes –hope and over 77 countr –pandemic! have pst edged to ach eve netthe wor d ggest cmeantime, –es and over 77 countr es –es phave edged to ach eve netexperts ranging from Cycle Sprog and Tandem Group Cycles to Little something to offer his latest take the zero emissions.

Governments across globe have imposed future bans on the zero emissions.

Governments across globe have imposed future bans on the zero emissions.

Governments across globe have future bans on the In the meantime, we hope you enjoy our April edition In the we hope you enjoy our technology-focused April edition In the meantime, you enjoy our technology-focused April edition experts rang ng rom Cyc ewe Sprog and Tandem Group Cyc es to Lto tt eeve R to get your nominations in for the 2021 BikeBiz Awards; they close on Friday 22nd In meant me we hope you en oy our techno ogyocused Apr ed tRider zero em ss ons Governments across the gthe obe have mposed uture bans on the In the meant we you en oy our techno ogyocused Apr ed ton on In the meant me we you en oy our techno ogyocused Apr ed tder on zero em ss Governments across gthe obe have uture bans on the zero em ss Governments across the gthe obe have mposed uture bans on the of BikeBiz ! o o B keB z B keB z experts ranging from Cycle Sprog and Tandem Group Cycles to Little Rider something to offer other than his latest take on the pandemic! zero emissions.

Governments across the globe have imposed future bans on the zero emissions.

Governments across the globe have imposed future bans on zero emissions.

Governments across the globe have imposed future bans on the experts rang ng rom Cyc e Sprog and Tandem Group Cyc es to L tt e R der someth ng to o er other than h s atest take on the pandem c zero em ss ons Governments across the g obe have mposed uture bans on the zero em ss ons Governments across the g obe have mposed uture bans on the zero em ss ons Governments across the g obe have mposed uture bans on the experts ranging Cycle Sprog and Tandem Group Cycles tosusta Little Rider emissions.

Governments across globe imposed future bans on zero emissions.

Governments across the globe have imposed bans on the the zero emissions.

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However, as Editor This evolution was one of the key factors in the launch of our micromobility This evolution was one of the key factors in the launch of our micromobility This evolution was one of the key factors in the launch of our micromobility that cou d ay the groundwork or a go den age o cyc ng However as Ed tor Th s evo ut on was one o the key actors n the aunch o our m cromob Th s evo ut on was one o the key actors n the aunch o our m cromob Th s evo ut on was one o the key actors n the aunch o our m cromob tytyty james.groves@biz-media.co.uk that could lay the groundwork a many golden age of cycling. as This evolution one of the key factors in the launch of evolution was one of key factors in the launch of micromobility This evolution was one of the key factors in launch micromobility that cou devo ay the or afor go den age othe cyc ng However as sEd evo ut on was one oco the key actors nndustry the aunch oas our m cromob tyty Th sThis ut on was one oand the key actors nchallenges the aunch oof our m cromob splatform, evo ut on was one oaare the key ncha the aunch our mHowever, cromob ty Karen Gee (p7) are we, both as an industry and as country, in platform, MMB ,probes, in 2020, and while lie ahead, it is my hope platform, MMB ,was in 2020, and while many challenges lie itmy is my hope MMB ,z-med 2020, while many challenges lie ahead, it ismicromobility my hope James Groves james.groves@biz-media.co.uk Editor Editor Editor Gee (p7) probes we both as an aahead, country n ames groves@b uk pTh at orm Ed tor at orm MMB ngroundwork 2020 and wh emany many cha enges eahead ahead tour smy hope pKaren atpmTh orm tor Ed tor MMB nin 2020 and wh eactors many enges eo ahead smy hope MMB n 2020 and wh ethe cha enges eand tour satour hope james.groves@biz-media.co.uk o @b m d o u james.groves@biz-media.co.uk ames groves@b z-med a co uk ames groves@b z-med a co uk Karen Gee (p7) probes, are we, both as an industry and as a country, platform, platform, MMB , in 2020, and while many challenges lie ahead, it is my hope platform, MMB , in 2020, and while many challenges lie ahead, it is my hope MMB , in 2020, and while many challenges lie ahead, it is my hope Karen Gee (p7) probes are we both as an ndustry and as amainstream. country n in pat at orm pthat at orm MMB n2020, 2020 and wh emany many cha enges eahead, ahead tit smy my hope pKaren orm MMB n2020, 2020 and wh emany many cha enges ethe ahead tishope my hope MMB n 2020 and wh emany many cha enges elie ahead tcountry, smy hope Gee (p7) probes, are we, both as an industry and as in platform, platform, MMB ,z-med in and while challenges ahead, it my hope platform, MMB ,z-med in 2020, and while many challenges lie ahead, isshope my hope ,z-med in and while challenges lie is my hope Gee (p7) probes we both as an ndustry and as ama n pat at orm pthat at orm MMB n2020 2020 and wh emany many cha enges eahead ahead tsanstream pKaren orm MMB 2020 and wh ethat cha enges ethe ahead titsmy smy hope MMB n and wh ethat cha enges eenters tcountry danger of allowing this opportunity to pass us by? that 2021 will finally be the year that e-mobility mainstream.

2021 will finally the year that e-mobility enters the that will finally be the year e-mobility enters the mainstream.

Editor james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk danger o2021 agroves@b ow ng th sbe opportun ty to pass us by? ames acobe uk that 2021 w na ybe the year e-mob ty enters ma nstream ames groves@b aco co uk ames groves@b aare uk 2021 wMMB na ybe the year that e-mob ty enters the that 2021 w na yn the year that e-mob ty enters the ma nstream danger of allowing this opportunity to pass us by? that 2021 will be the year that e-mobility enters the mainstream. that will finally be the year that e-mobility enters the mainstream. that 2021 will finally be the year that e-mobility enters the mainstream. danger othe a2021 ow ng th sbe opportun ty to pass us by? that 2021 w na ywe be the year that e-mob tyenters enters the ma nstream that 2021 wna ywe be the year that e-mob tyby? enters the ma nstream that 2021 w na yfinally be the year that e-mob enters the ma nstream danger allowing this opportunity to pass us that 2021 will finally be the year that e-mobility enters the mainstream. that will finally the year that e-mobility enters the mainstream. that 2021 will finally be the year that e-mobility the mainstream. danger othe a2021 ow ng th sbe opportun ty to pass us by? that 2021 wof ywe be the year that e-mob ty enters the ma nstream that 2021 wmeantime, na yna the year that e-mob tyty enters the ma nstream that 2021 w na yme be the year that e-mob ty enters the ma nstream In the meantime, hope you enjoy our technology-focused April In meantime, we hope you enjoy our technology-focused April edition In the hope you enjoy our technology-focused April In the meant me we hope you en oy our techno ogyocused Apr eded tedition In meant we hope you en oy our techno ogyocused Apr ton on In the meant me hope you en oy our techno ogyocused Apr ed tedition on In the meantime, we hope you enjoy our technology-focused In the meantime, we hope you enjoy our technology-focused edition In the meantime, we hope you enjoy our technology-focused April edition In the meant me we hope you en oy our techno ogyocused Apr ed tedition In the meant me we hope you en oy our techno ogyocused Apr ed ton on In the meant me we hope you en oy our techno ogyocused Apr ed ton on In the meantime, we hope you enjoy our technology-focused April edition In the meantime, we hope you enjoy our technology-focused April edition In the meantime, we hope you enjoy our technology-focused April edition In the meant me we hope you en oy our techno ogyocused Apr ed tApril In the meant me we hope you en oy our techno ogyocused Apr ed ton In the meant me we hope you en oy our techno ogyocused Apr ed tApril on of BikeBiz of BikeBiz BkeB keB zz ! ! ! oof o oB B keB zBikeBiz of BikeBiz ! of of BikeBiz !

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BikeBiz ! oB keB z oof oJames B keB z z James Groves Editorial: 291 961 Advertising: 805 Editorial: 07801 291 961 Advertising: 07794 307 Groves Editorial: 07801 291 961 Advertising: 07794 805 307 Ed a07801 07801 291 961 Advert s07794 ng 07794 805 307 Ed tortor a07801 291 961 Advert s ng 07794 805 307 James Groves Editorial: 07801 291 961 Advertising: 07794 805 307 James Groves Ed tor a 07801 291 961 Advert s ng 07794 805 307 James Groves Editor Editorial: 07801 291 961 Advertising: 07794 805 307 Editorial: 07801 291 961 Advertising: 07794 805 307 Editorial: 07801 291 961 Advertising: 07794 805 307 James Groves James Groves Ed tor a 07801 291 961 Advert s ng 07794 805 307 Ed tor a 07801 291 961 Advert s ng 07794 805 307 Ed tor a 07801 291 961 Advert s ng 07794 805 307 Ed tor James Groves James Groves James Groves Editor James Groves James Groves James Groves Ed tor James Groves James Groves James Groves Editor Ed tor James Groves James Groves James Groves james.groves@biz-media.co.uk Editor Editor Editor ames groves@b z-med a co uk Ed tor Ed tor Ed tor james.groves@biz-media.co.uk Editor Editorz-med Editor ames groves@b z-med a co uk Ed tor Ed tor Ed tor james.groves@biz-media.co.uk Editor Editor Editor ames groves@b aa aco Ed tor Ed tor Ed tor james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk ames groves@b z-med ames groves@b z-med coukuk ames groves@b z-med coacouk uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk ames groves@b z-med couk ames groves@b z-med auk coukuk ames groves@b z-med a james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk ames groves@b z-med uk ames groves@b z-med coaco ames groves@b z-med a acoacouk

The Agolden golden home generation? stretch?

Cycling as atechnology technology –not not Cycling as atechnology technology –not not Cycling as atechnology technology –not not A generation?

Cycling as Cycling as Cycling as a The Agolden golden home generation? stretch?

Cycling as atechnology technology –not not Cycling as atechnology technology –not not Cycling as atechnology technology –not not The home stretch?

500 days of A Cycling as atechnology –not Cycling as atechnology –not Cycling as A golden generation?

Cycling as aasummer Cycling as aaa Cycling as ageneration? technology –––––––not merely amode mode of transport merely amode mode of transport merely amode mode of transport merely of transport merely of transport merely of transport merely amode mode of transport merely amode mode of transport merely amode mode of transport merely amode of transport merely amode of transport merely of transport merely of transport merely of transport merely aaaaaaamode of transport

Editorial: 07801 291 961 Advertising: 07794 805 307 Editorial: 07801 291 961 Advertising: 07794 805 307 Editorial: 07801 291 961 Advertising: 07794 805 307 Ed tor 07801 291 961 Advert 07794 805 307 Ed tor 07801 291 961 Advert sng ng 07794 805 307 Ed tor a aa07801 291 961 Advert s sng 07794 805 307 Editorial: 07801 291 961 07794 805 307 Editorial: 07801 291 961 Advertising: 07794 805 307 Editorial: 07801 291 961 Advertising: 07794 805 307 Ed tor a07801 07801 291 961 Advert sng 07794 805 307 Ed tor a07801 07801 291 961 Advert sng ng 07794 805 307 Ed tor a07801 07801 291 961 Advert sng 07794 805 307 Rebecca Morley Richard Setters K rsty Hood Rebecca Mor ey RAdvert chard Setters K rsty Hood Rebecca Mor ey R chard Setters K rsty Hood Editorial: 07801 291 961 Advertising: 07794 805 307 Editorial: 07801 291 961 Advertising: 07794 805 307 Editorial: 291 961 Advertising: 07794 805 307 Ed tor a 291 961 Advert sng 07794 805 307 Ed tor a 291 961 sng 07794 805 307 Ed tor a 07801 291 961 Advert sAdvertising: 07794 805 307 Rebecca Morley Richard Setters Rebecca Morley Richard Setters Rebecca Morley Richard Setters Rebecca Mor ey Setters Rebecca Mor ey Rchard chard Setters Rebecca Mor ey R Rchard Setters

Senior Sales n staff w n w writer m manager nm n rebecca.morley@biz-media.co.uk richard.setters@biz-media.co.uk m @m mwriter @ m u u m @Senior u u h h @m mnmanager Sales writer Sales manager writer Sales wstaff nmanager n Senior wstaff n nSenior wstaff m nm rebecca.morley@biz-media.co.uk richard.setters@biz-media.co.uk rebecca.morley@biz-media.co.uk richard.setters@biz-media.co.uk rebecca.morley@biz-media.co.uk richard.setters@biz-media.co.uk m mm @ @ @m mm u u u h hh @ @ @m mm u u u

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THINK CHICKEN THINKCHICKEN CHICKEN ????----THINK

Rebecca Morley Richard Setters Kirsty Hood Rebecca Morley Richard Setters Kirsty Hood Rebecca Morley Richard Setters Kirsty Hood Rebecca Mor ey Setters Hood Rebecca Mor ey Rchard chard Setters Krsty rsty Hood Rebecca Mor ey R Rchard Setters KKrsty Hood Senior staff writer Sales manager Graphic designer Senior staff writer Sales manager Graphic designer Senior staff writer Sales manager Graphic designer Rebecca Morley Richard Setters Kirsty Hood Rebecca Morley Richard SettersKGKrsty Hood Morley Richard Setters Hood Rebecca Mor ey Rchard Setters Khkhood@datateam.co.uk rsty Hood Rebecca Mor ey R Rchard Rmchard chard Setters K rsty Hood Rebecca Mor ey R Setters K rsty Hood nRebecca wMorley m nSetters GKirsty dHood nHood nRebecca wey m n Ghrsty hKirsty dHood nHood n Rebecca w nSetters d nKirsty Morley Richard Setters Kirsty Morley Richard Setters Kirsty Rebecca Richard Setters Hood Rebecca Mor ey chard rsty Rebecca Mor ey R chard K Rebecca Mor Setters Hood rebecca.morley@biz-media.co.uk richard.setters@biz-media.co.uk khood@datateam.co.uk rebecca.morley@biz-media.co.uk richard.setters@biz-media.co.uk rebecca.morley@biz-media.co.uk richard.setters@biz-media.co.uk khood@datateam.co.uk Senior Sales Graphic Senior staff Sales staff writer Sales wstaff m nmanager G GhGraphic hd dm n@m wu nmanager hmGraphic ndesigner m nm mw uwriter m uu u nudesigner m uwriterh h h m m mm n@ n@Senior @ @@ m umanager h h h@ G@ @ m udndesigner

BB MAY21 PG03 ndd BB APR21 PG03 ndd BB APR21 PG03 ndd BB APR21 PG03 ndd 111 1 BB-MAY21-PG03.indd BB-APR21-PG03.indd BB-APR21-PG03.indd BB-APR21-PG03.indd BB MAY21 PG03 ndd BB APR21 PG03 ndd BB APR21 PG03 ndd BB APR21 PG03 ndd 111 1 111 1

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james.groves@biz-media.co.uk james.groves@biz-media.co.uk ames gJames oves@b med co uk ames gJames oves@b med a coauk James Groves James Groves Groves James Groves James GJames oves James G oves G oves G oves FOLLOW US FOLLOW US FOLLOW US FOLLOW FOLLOW US james.groves@biz-media.co.uk FOLLOW US james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk FOLLOW US FOLLOW US FOLLOW US ames g oves@b med aco ukukuk ames g oves@b med aco ames g oves@b med aco co ames g oves@b med aUS uk FOLLOW US FOLLOW US US FOLLOW FOLLOW FOLLOW US FOLLOW US Senior staff writer FOLLOW US FOLLOW US FOLLOW US Senior staff writer Sen oUS sUS a w eUS Sen o FOLLOW sUS a w eUS FOLLOW US FOLLOW US FOLLOW US FOLLOW FOLLOW FOLLOW FOLLOW US FOLLOW US FOLLOW Rebecca Morley Rebecca Morley Mo Rebecca Mo ey Senior writer staff writer staff staff Sen oRebecca w Sen oSenior sasa w eey Sen astaff w ewriter Sen oSenior ssoSenior a w eewriter rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk BikeBizOnline BikeBizOnline bikebiz bikebiz ebecca mo ey@b med co uk ebecca mo ey@b med a co BikeBizOnline bikebiz BikeBizOnline bikebiz BikeBizOnline bikebiz Rebecca Morley Rebecca Morley Rebecca Morley Rebecca Morley Rebecca Mo ey Rebecca Mo Rebecca Mo Rebecca ey keB zOn ne keb zzeyz auk zOn ne b BkeB keB zOn ne bkeb keb BBB keB zOn ne bbMo keb zey rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk BikeBizOnline BikeBizOnline bikebiz rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk BikeBizOnline ebecca mo ey@b med co uk BikeBizOnline bikebiz BikeBizOnline ebecca mo ey@b med abikebiz B keB B keB zOn zOn ne ne bbkeb keb bbikebiz keb zabikebiz ebecca mo ey@b med co mo ey@b med abikebiz co B keB zOn ne b zuk Bebecca keB zOn ne bzkeb keb zukuk B keB zOn ne b keb zzaco BikeBizOnline bikebiz BikeBizOnline BikeBizOnline bikebiz BikeBizOnline bikebiz BikeBizOnline keB zOn ne b keb z zOn ne b BkeB keB zOn ne keb z BBB keB zOn ne b keb z designer Graphic G aph cdesigner des GGraphic aph c des gnegne Kirsty Hood Kirsty K scdes yHood Hood Kaph scGraphic Hood Graphic designer designer designer Graphic designer aph cyGraphic gne G cdes gne G aph des gne GGCONTENT aph des gne CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT khood@datateam.co.uk khood@datateam.co.uk khood@da aHood eam co uk khood@da aHood eam co uk Hood Kirsty Hood Kirsty Hood Kirsty Hood sCONTENT yKirsty Hood KsCONTENT KysCONTENT syCONTENT yHood KK CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT khood@datateam.co.uk khood@datateam.co.uk khood@datateam.co.uk khood@datateam.co.uk khood@da a eam co ukukuk khood@da a eam co khood@da a eam co khood@da a eam co uk Editor Editor Ed Ed oEditor Ed oEditor Ed ooEditor James James Groves James Groves James Groves James Groves Editor Editor Ed oEditor Ed o Ed oEditor Ed oEditor Ed oGroves James oves James G James G oves James G oves Editor Editor Editor Editor Ed oEditor Ed o Ed ooves Ed oG ADVERTISING SALES ADVERTISING SALES ADVERT S NG SALES ADVERT S NG SALES james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk James James Groves James Groves James Groves James Groves James G oves James G oves James G James G oves James G oves ames oves@b med aoves co ukukuk ames gjames.groves@biz-media.co.uk med aGroves co James ames goves@b oves@b med a co ames ggjames.groves@biz-media.co.uk oves@b med a co uk James Groves James Groves James Groves James Groves James G oves James G oves James G oves James G oves ADVERTISING SALES ADVERTISING SALES ADVERTISING SALES ADVERTISING SALES ADVERT S NG SALES ADVERT S NG SALES ADVERT S NG SALES ADVERT S NG james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk ames g oves@b med auk co uk ames g oves@b med aSALES co uk ames g oves@b med a uk ames g oves@b med aco co uk ames g oves@b med aco co uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk james.groves@biz-media.co.uk ames oves@b med a co uk ames gjames.groves@biz-media.co.uk oves@b med a co ames g oves@b med a uk ames gg oves@b med a co uk Sales manager Sales manager Sa es manage Sa es manage staff writer Senior writer staff writer Senior staff staff writer Sen oSenior soRichard astaff ed Sen oSenior scha w eSe Sen saRw aw w ewriter Sen oSenior sR a eSetters Richard Setters cha e s d Se e s Sales manager Sales manager Sales manager Sales manager Sa es manage Sa es manage Sa es manage Sa es manage Rebecca Morley Rebecca Morley Rebecca Morley Rebecca Morley Rebecca Morley Senior staff writer Senior writer Senior staff staff staff Sen os sMo astaff w Sen oso s a w e Sen oMo sstaff aewriter w ewriter Sen oSenior sey awriter w ewriter Sen o sastaff a w eewriter writer Rebecca Rebecca ey Rebecca Mo Rebecca Mo ey Senior writer Senior staff writer staff Sen o aSenior w Sen sd a w eey Sen w eeSetters Sen oSenior sSenior a w e richard.setters@biz-media.co.uk richard.setters@biz-media.co.uk cha se eRebecca s@b med co uk cha doSenior se e s@b med aSetters coauk Richard Setters Setters Richard Richard cha dRichard Se sMorley R cha d Se sMorley R cha d Se eey suk RR cha dstaff Se seey rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk Rebecca Morley Rebecca Morley Rebecca Rebecca Morley Rebecca Mo ey Rebecca Mo ey Rebecca Mo Rebecca Mo Rebecca Mo Rebecca Morley ebecca mo ey@b med aeey co uk ebecca mo ey@b med a5307 ebecca mo ey@b med aco co uk ebecca mo ey@b med a co uk Rebecca Morley Rebecca Morley Rebecca Morley Rebecca Morley Rebecca Mo ey Rebecca Mo ey Rebecca Mo ey Rebecca Mo +44 480 5307 +44 (0)779 480 5307 +44 0ey 779 480 0(0)779 779 480 richard.setters@biz-media.co.uk richard.setters@biz-media.co.uk richard.setters@biz-media.co.uk richard.setters@biz-media.co.uk cha d+44 se eey@b s@b med co uk cha dmo se e med aco ukuk cha d se es@b s@b med aco co uk cha drebecca.morley@biz-media.co.uk se e s@b med aaa5307 co uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk ebecca med uk ebecca mo ey@b med a co uk ebecca mo ey@b med a uk ebecca mo ey@b med aco co ebecca mo ey@b med a co uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk ebecca mo ey@b med a co uk ebecca mo ey@b med a co uk ebecca mo ey@b med a co uk ebecca mo ey@b med a co uk +44 (0)779 480 5307 +44 (0)779 480 5307 +44 (0)779 480 5307 +44 (0)779 480 5307 +44 0779 480 5307 +44 0779 480 5307 0779 779 480 5307 +44 480 5307 Graphic designer Graphic designer designer Graphic designer Graphic designer aph c+44 gne c0des gne Gaph aph cdes des gne GGG aph cGraphic des gne SUBSCRIBER CUSTOMER SERVICE SUBSCRIBER CUSTOMER SERVICE SUBSCR BER CUSTOMER SERV SUBSCR BER CUSTOMER SERV CECE Kirsty Hood Kirsty Hood Kirsty Hood Kirsty Hood Kirsty Hood Graphic designer Graphic designer designer Graphic designer designer G cgne des gne G aph csGraphic des gne designer G aph cdesigner des gne G aph c des gne G aph cGraphic des gne KGraphic sGraphic ydes Hood K sGraphic yc K yHood Hood Kaph scGraphic yaph Hood Graphic designer designer designer aph c gne G c des gne G aph des gne GG aph des SUBSCRIBER CUSTOMER SERVICE SUBSCRIBER CUSTOMER SERVICE SUBSCRIBER CUSTOMER SERVICE SUBSCRIBER SERVICE SUBSCR BER CUSTOMER SERV CE SUBSCR BER SERV CE SUBSCR BER CUSTOMER SERV CE SUBSCR BER CUSTOMER SERV CE khood@datateam.co.uk khood@datateam.co.uk khood@datateam.co.uk khood@datateam.co.uk khood@datateam.co.uk Hood Kirsty Hood Kirsty Hood Kirsty Hood Hood Kirsty K sCUSTOMER yKirsty Hood K yeam K sKirsty Hood KHood syCUSTOMER yco Hood KsKirsty sa yaHood Hood khood@da a eam uk khood@da eam co uk 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writer Sales Graphic Senior writer Sales manager writer Sales wstaff m nmanager hd d dndesigner ndesigner n Senior wstaff nmanager hGraphic ndesigner n nSenior wstaff m nm G G GhGraphic rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk richard.setters@biz-media.co.uk rebecca.morley@biz-media.co.uk mm @ @ @m mm u u u richard.setters@biz-media.co.uk hrichard.setters@biz-media.co.uk @khood@datateam.co.uk h richard.setters@biz-media.co.uk hkhood@datateam.co.uk @ m mm m h richard.setters@biz-media.co.uk @ @ @m mm u u u h hkhood@datateam.co.uk @ khood@datateam.co.uk u uu rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk rebecca.morley@biz-media.co.uk mm @ @ @m mm u u u @ @ m mm m h h h richard.setters@biz-media.co.uk @ @ @m mm u u u h h hkhood@datateam.co.uk @ khood@datateam.co.uk u uu

For the fu range v s t www ch ckenb2b co uk For the full range v s t www ch ckenb2b co uk range www.chickenb2b.co.uk ForFor thethe fullfull range v s visit t www ch ckenb2b co uk

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21 04 2021 12 36 24 03 2021 16 0303 24 03 2021 16 24 03 2021 16 03 21/04/2021 12:36 24/03/2021 16:0 24/03/2021 16 24/03/2021 16:03 21 04 2021 12 36 24 03 2021 16 03 24 03 2021 16 03 24 03 2021 16 03

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OCTOBER 2021

7

E-bike battery fires and how to stop them Asecos’ Les Day explains the risks with e-bike batteries and how storage cabinets can protect against fires and explosions

10

19

Who should your advertising target?

So you want to start advertising to increase sales – who should you target first?

By Jake Voelcker, owner, Bicycleworks

15 Farewell to Friedrichshafen Rebecca Morley rounds up the industry’s recent trip to Eurobike and looks ahead to the show’s next edition in Frankfurt

19 The year in review BikeBiz catches up with six UK distributors to reflect on a bizarre yet successful period for the cycling industry

33 All together now The new IAA Mobility took place in Munich last month. Rebecca Morley looks at how it is hoping to shape the future of mobility

33 NEED

41 By the industry, for the industry 2021’s Local Bike Shop Day was celebrated by 370 bike shops across the UK. Rebecca Morley looks at how it helps IBDs

? - THINK CHICKEN www.bikebiz.com

For the full range visit www.chickenb2b.co.uk

@bikebizonline

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20/07/2021 10:50

POINTS OF VIEW

E-bike battery fires and how to stop them A rise in fires involving e-bike batteries recently prompted the London Fire Brigade to issue a warning, urging people to only use trusted batteries and be careful to charge and store them correctly. asecos’ Les Day explains the risks and how storage cabinets can protect against fires and explosions

What are the risks with e-bike batteries – what should bike shops be aware of?

The major problem with lithium-ion batteries is that they can go into what’s called “Thermal Runaway”. This is a process that starts in one cell in a battery, leading to a temperature increase that results in the cell disintegrating, suddenly releasing its stored energy.

This release creates a domino effect, causing adjacent cells to also disintegrate, release even more energy and further increase temperature. The result of this chain reaction can be very unpredictable. It can be a rapid explosion, or a slow smouldering fire with occasional flare-ups.

Lithium battery fires are no joke. Not only are they difficult to extinguish, but also release a lot of very harmful by-products, such as hydrogen gas, which is highly flammable; hydrofluoric acid, which is corrosive and extremely toxic; and oxygen, which fuels and sustains the fire.

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What can e-bike owners do to keep safe?

Well, I think the first thing they need to understand is what can cause Thermal Runaway.

There are three main reasons: Electrical overload Faulty charging due to cheap chargers, damaged cables or a malfunctioning built-in battery management system Mechanical damage Impact or penetration – for example, a battery can be struck by foreign object whilst cycling Thermal overload Overheating caused by things such as a fire nearby, side effect of charging too many batteries in a small space…

The biggest issue I see here is that, unless there is obvious damage to a battery casing, they can be invisible.

October 2021 | 7

POINTS OF VIEW

Think about a scenario where a customer brings a bike in for service – the service agent has no idea how that battery has been treated, no idea if cheap imported chargers have been used, or whether the battery itself is a cheap import.

Therefore, they have no idea what they have on their premises and are unshielded from the risks. This is why they need to consider a safe storage solution – if thermal overload occurs, they need to prevent that fire from spreading to the surroundings.

Tell us a bit about the e-bike storage cabinets and how they can protect against any fires or explosions.

The first thing asecos considered was the battery storage concept. We’ve drawn on over 25 years’ experience in manufacturing cabinets for hazardous materials and have concluded that the concept had to be based on supervision, detection, suppression and evacuation.

Supervision is really the first step and essential to the success of the concept. Eyes cannot be kept on stored batteries 24/7, so it’s vital that we have a system in place to alert us of any issues. This is particularly important where active storage is concerned as many people adopt “unsupervised charging”, where batteries are placed on charge out of hours or out of sight.

This means that if there is a faulty battery, we need to know about it as quickly as possible, then the fire must be suppressed long enough for the emergency services to evacuate the battery to a safe location where it can either burn out completely or where effective extinguishing is possible.

Based on these principles, asecos has developed the ION Line range, which now consists of six models.

Two for passive storage (storing only) and four for active storage (storing and charging). Safe “active” storage is important as it allows for unsupervised charging of batteries.

All of the models have one thing in common; they are fire resistant for 90 minutes both from the outside-in and the inside-out. Why is this important? Well, the stored batteries need to be protected from a fire outside the cabinet as this could lead to thermal overload.

However, a fire is more likely to start within a battery, so we need to contain it within the cabinet. Also, depending on the model, cabinets may be fitted with smoke detection, temperature sensors and fire suppression along with a warning system to alert you to any problems…

8 | October 2021

Why should bike shops consider a storage solution?

It is clear from the regular reports in the media and bulletins issued by the likes of the London Fire Brigade that lithium-ion fires occur with increasing regularity and are very real dangers.

If a problem occurs with a battery and you are in the vicinity of such an incident, you may have time to react and do something about it, but because of the ferocity of these fires, that may simply mean evacuating the premises and calling the fire services.

The extent of the damage in these circumstances is unforecastable, but a fire at a bike store in Hanover resulted in €0.5 million of damages, as the fire quickly spread to a multi-storey car park above the store.

You may get lucky, but take this a step further – what if this happens overnight or at a weekend when the premises are empty. It will almost certainly be too late unless you have invested in a safe storage solution, preferably one that can be connected to a building alarm system or provide a mobile alert to make you aware of an issue.

We really believe that it’s vital that you take steps to make your workshop safe from the effects of Thermal Runaway. If you’d like more information on asecos products, please contact your Madison sales agent. n

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POINTS OF VIEW

Who should your advertising target?

By Jake Voelcker, owner, Bicycleworks

S

o you want to start advertising to increase sales. Who should you target first?

It’s never been more important for independent bike shops to advertise and promote themselves. Competing not only with other local bike shops, but also with large websites, direct-to-consumer brands and even competitors all over the globe, it’s essential to get your message out there and remind people of your presence and your unique selling points. But it is all too easy for your voice to get drowned out by the larger competitors unless you target your advertising very carefully.

10 | October 2021

Who should you target?

Surely you should target everyone? Reach as many people as possible? No! This scatter-gun approach is too unfocused and will mean your efforts are spread too thin, reaching lots of completely uninterested people and very few real customers.

Or would it be most effective to choose a new audience?

Identify, for example, middle aged road cyclists with high disposable income? Bring new customers of this type into your shop? No again! Effectively targeting a specific group like this is an art that large companies spend millions on, and

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POINTS OF VIEW

because they are already doing it, they will dilute your efforts, and your message will become lost (unless you too spend millions on advertising).

Or maybe look at new product ranges? Add some on-trend bikes to bring in a young crowd? Not this either. Investing in new product ranges is expensive, and shifts your focus away from your core business, and could confuse or alienate your existing customers.

The people you should advertise to first are your existing customers. It is almost always cheaper, easier and much more effective to target your existing audience, using your existing products. This is the low-hanging fruit that it makes sense to go for first.

Why? Your existing customers already know you. They have bought from you before, so they clearly trust you and are happy with the service. They are much more likely to buy from you than even the most carefully targeted new audience. And they will recommend you to others.

At the Bicycleworks flagship store in Bristol, we consistently find that every time we send a newsletter to our customers, there is a little flurry of enquiries and sales soon afterwards. Sending reminders to customers who have made enquiries or received quotes has an even more noticeable effect on our sales. And these things can be done for free, without having to pay for any advertising.

How to advertise to existing customers Issue quotes Every time a customer enquires about a bike or goes for a test-ride, issue a quote straight afterwards. The customer is happy because they have the price in writing, and a handy reminder of the bike size and spec. And you are happy because you have captured the customer’s contact details. Two or three days later, send a friendly two-line email asking if they have any further questions or if they’d like a second test-ride. You’ll be amazed at how many sales result.

Revisit your enquiries Look back over your emails from the last couple of weeks.

How many customers sent an enquiry, but never got back to you after you’d replied? A quick phone call or a short follow-up email to all these just to see if you can offer any more help will not only result in a few extra sales, but also most customers will be pleased and grateful that you took the time, and will think of you next time they need anything cycling-related.

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Start a membership club Could you offer a ‘VIP membership’ to regular customers?

Or freebies for customers who sign up for shop rides? Or start a bike care plan, whereby customers pay a monthly fee in return for a discounted annual service? Whichever you choose, the point is customers who sign up will feel loyalty and affinity for your shop, and will be less likely to go elsewhere for their purchases.

Encourage reviews and testimonials Set up an email template to ask customers: “How did you enjoy your visit to us?” Then set up a second email template, so that any customers who reply with positive feedback get asked: “Thank you for your great feedback! Do you have two minutes to leave us a review?” and provide a link to your Facebook or Google page or Trustpilot listing.

This way, you will have a constant supply of positive, recent reviews which are all genuine and authentic: an excellent (and free) way of promoting your business.

Start a newsletter There are many providers to choose from, and most are free until you have a large audience. Mailchimp, for example, is free for mailing lists with fewer than 2,000 subscribers. Add a simple sign-up form to your website, ask customers if they’d like to sign up whenever they buy a bike or book into your workshop, and soon you’ll have hundreds of subscribers.

Make the newsletters short, friendly and genuinely useful and customers will love you for it and won’t see it as spam or advertising.

Should you ever advertise to a new audience?

This isn’t to say you should never try new products or target new audiences. For example, there is a potentially huge untapped audience of people who might like to start cycling, but aren’t yet regular cyclists. However, it’s difficult and expensive for a small business to reach these people directly.

If you don’t do much marketing or advertising yet, this definitely isn’t the place to start!

Start with your existing customers. Only once you have a good system set up to regularly target and retarget your existing customers (see above for ideas) should you think about moving on to target new audiences. n

October 2021 | 11

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

Rachael Murphy, CoMoUK

Conor Twomey, Michelin

CoMoUK has appointed Rachael Murphy as its new Scotland director.

Murphy started her new role on 6th September, joining from the Community Transport Association. She moved to Scotland ten years ago to study French and Hispanic Studies at the University of Aberdeen and has worked in transport for three years, bringing amendments to the Transport Act, highlighting the role of community transport, and fostering key relationships with third sector, community and government bodies.

She said: “I grew up in a car-free family and I have a personal appreciation of multi-modal, affordable public and shared transport. I’m looking forward to bringing my expertise to the CoMoUK team, especially in response to the pandemic and climate crisis.” n

Michelin Tyre Plc has appointed Conor Twomey as communications director for the UK and Ireland.

The role encompasses press and public relations, social media, events and internal communications across the UK and the Republic of Ireland and covers the entire Michelin brand portfolio, including car, motorcycle, bicycle, truck, bus, agriculture and construction tyres, the Michelin Guide as well as Michelin’s growing interests in sustainable industries such as hydrogen power and high-tech materials.

“It’s such an exciting time to be joining Michelin,” said Twomey. “The brand is very much looking to the future with a strong emphasis on sustainability and growth with, around and beyond tyres.” n

Rich Ford and Neil Cousins, Silverfish UK Silverfish UK has strengthened its marketing team with two new appointments.

Rich Ford recently joined the team as digital marketing executive. Ford’s marketing experience includes content creation and design in publishing and, most recently, in sports retail with Pro Direct Sport. As well as handling outbound email, Ford’s remit includes looking after Silverfish’s social media channels.

Outside of work, Ford can be found between the tapes of Enduro events and ripping up the local south Devon trails.

NEED

Neil Cousins steps into the role of media and sponsorship manager. Acting as the main point of contact for both trade and consumer media, as well as managing Silverfish’s roster of supported riders, Cousins has a wealth of marketing experience and has ‘cycling in his blood’ having worked at TF Tuned, Charge Bikes, Fabric and, most recently, at Muc-Off. Richard Schofield, Silverfish UK’s marketing manager, said: “Rich and Neil’s arrival is a terrific boost to our marketing capabilities. We’ve just passed a major milestone with over 200,000 social media followers across all channels, giving us the biggest reach of any UK cycling distributor.” n

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

12 | October 2021

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Darren Henry, British Cycling

Howard Zisser and Robby Ketchell, Supersapiens Supersapiens has bolstered its executive team with Dr Howard Zisser as chief scientific officer and Robby Ketchell as VP of innovation.

The US-based company recently finished its most recent funding round, attracting more than $13.5 million from around the world, and will look to the new leaders to ‘help execute on key initiatives for rapid growth’ over the coming months.

“I have been very involved in CGM technology and research for the last 18 years,” said Dr Zisser.

“I envision the broad expansion of this life-changing technology into sports, education, food science, and beyond.”

Ketchell added: “In my career, I have helped create technological innovations that have unlocked human greatness.

In my family, I see the work of human greatness every day, in the eyes and heart of my son, who has special abilities.

“The opportunity that we have with Supersapiens can lead to the next great, human, athletic achievement.

“I’m fortunate to be a part of this great organisation and help understand a key element to unleashing the next steps to performance.” n

Roy Hunt, Mike Clark, Darren Parish and Dave Wiffill, USG USG has appointed four UK sales agents, following on from it taking back distribution of its brands 7iDP, Royal Racing and TAG Metals Racing. Roy Hunt will cover Cumbria, Tyne and Wear, Durham, Cleveland, North Yorkshire, West Yorkshire, Lancashire, Merseyside, Greater Manchester, Cheshire, Clwyd, Derbyshire and Staffordshire. Hunt can be contacted on 07958 287932.

NEED

Darren Henry has been appointed British Cycling’s new commercial director.

In this role, he is responsible for the development and execution of the British Cycling commercial strategy, securing commercial partnerships, promoting the development of membership and maximising opportunities from major cycling events.

“I am really looking forward to joining Brian and the team at British Cycling,” said Henry. “It is a really exciting time for all aspects of the sport – from the team competing for medals out in Tokyo to the millions across the country getting on their bikes daily.

“From growing participation and keeping people active, to supporting a vibrant domestic sport, it’s clear that cycling has a vital role to play in our country over the years ahead – making British Cycling’s proposition a unique and compelling one for brands and prospective partners.

“Cycling has experienced incredible growth over recent years and the sport is positively impacting society, environment and sustainability, health and wellbeing, and the economy. This will provide new opportunities to accelerate the organisation’s commercial development – and I can’t wait to get started.” n

Mike Clark will cover Lincolnshire, Norfolk, Suffolk, Essex, Cambridgeshire, Hertfordshire, Bedfordshire, Northamptonshire, Buckinghamshire, Oxfordshire and North London. Clark can be contacted on 07730 145604.

Darren Parish will cover Berkshire, Hampshire, Dorset, Isle of Wight, Surrey, West Sussex, East Sussex, Kent and South London. Parish can be contacted on 07572 453488.

Dave Wiffill will cover Shropshire, Powys, Dyfed, West Glamorgan, Mid Glamorgan, South Glamorgan, Gwent, Hereford and Worcester, West Midlands, Warwickshire and Gloucester. Wiffill can be contacted on 07838 229245. n

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

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October 2021 | 13

GERMAN DESIGNED AND ENGINEERED HIGH-QUALITY CABLE SYSTEMS Capgo Cable Systems offer aftermarket and workshop solutions for every cable requirement on the bike. Refinements and surface treatments on the wires, matched with specially developed manufacturing processes and Capgo PTFE grease in the housings, give noticeably improved shifting and brake performance.

Capgo are the cable choice of over 50 OEM customers around the world and with a huge range of colours available, allows customers to personalise their bike.

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27/01/2021 27/01/2021 12:45:10 13:39

FEATURE

Weldtite’s stand at Eurobike 2021

Farewell to Friedrichshafen The 29th edition of Eurobike was a welcome return to events for many after 18 long months of COVID-related cancellations. Rebecca Morley rounds up the industry’s trip to Friedrichshafen and looks ahead to the show’s next edition in Frankfurt

L

ockdown restrictions across the world quickly meant event cancellations when the pandemic hit in early 2020 – and, with this continuing into 2021, last month’s return to Friedrichshafen was the first trade show back for many in the industry. And while the halls of Eurobike were quieter than its previous edition in 2019, it still exceeded expectations for international participation, with 18,770 trade visitors attending while 13,424 consumers came to the two Festival Days.

“With four days of high visitor numbers, Eurobike 2021 was a big success,” says Klaus Wellmann, CEO of Messe Friedrichshafen. “Despite numerous challenges, we were positively surprised by the significant international presence.

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“In sunny weather and a positive atmosphere, there was strong business drive, further underling the enormous potential for bicycles.”

The 2021 event also marked Eurobike’s farewell to Friedrichshafen, with the show announcing back in June that it will be relocating to Frankfurt from 2022. Organisers unveiled further details of the new concept at this year’s show, a vision which was met with ‘widespread interest’ across the international bike world, with a high level of support from both established and new customers.

“Our future location offers everything that bikes, the bike industry and cycling in general needs,” says head of Eurobike Stefan Reisinger. “The perfect location and a fitting

October 2021 | 15

FEATURE

backdrop – right at the heart of Germany and Europe. As one of the world’s most important international transport hubs, Frankfurt scores highly on accessibility, catchment and also as an authentic, urban scenario.

“In addition, Frankfurt is a city with a modern transport infrastructure, where urban mobility and the shift towards sustainable mobility is becoming more and more important.

For Eurobike, this opens up new, future growth potential regarding the range of topics, exhibition spaces, international participation, reach and coverage.”

Moral boost But what did the brands themselves make of the trade show’s final visit to Friedrichshafen? A total of 630 exhibitors from 68 countries were in attendance, including Weldtite, Schwalbe, Magura, Leopard Tech, Blubrake, PowUnity and more, and there were also numerous accompanying conferences, including the sold-out Bike Biz Revolution prior to the show, the Eurobike Academy, Travel Talk, and the fully-booked StartUp Area, 36 Eurobike Award products and some 1,000 test bikes in the Demo Area.

“Although not as busy as usual, Eurobike 2021 was an important event on the Weldtite calendar,” says international sales manager James Buckle. “Meeting our long term customers face to face again was invaluable and provided a morale boost across the board. It was also important to showcase and display the development of the Weldtite brand, which has taken huge strides in recent years, at the last Friedrichshafen edition of Eurobike. We look forward to the new focus the move to Frankfurt will bring in 2022.”

Also exhibiting was Schwalbe, showcasing products including its Aerothan tube. Doris Klytta, head of marketing and PR at Schwalbe, says: “Basically, we’ve been very glad to be back on the Eurobike. We had quite a lot of (international) visitors on the first two days of the show.

“Overall, it was a bit sad to see the last Eurobike in Friedrichshafen in a slimmed-down version, due to the pandemic situation. We look forward to the Eurobike in Frankfurt next year. In our opinion, it was the right decision to switch to a more central location, to continue the idea of a world-leading trade fair with a new momentum.”

Stefan Sinnegger, general manager and co-founder of PowUnity, says: “This year’s Eurobike was a bit less stressful than previous ones but the quality of the visitors and meetings was outstanding. It was one of the best Eurobike shows we ever had. This might also have to do with the fact that PowUnity is growing very fast and our rapidly expanding network. We look forward with excitement to next year’s show in Frankfurt.”

Timo Kieninger, director marketing and sales (ppa.) at Magura Bosch Parts and Services GmbH & Co. KG, says that, due to the lower number of exhibitors and the COVID situation, the company’s expectations for Eurobike 2021 were ‘significantly lower’ than in previous years. “Fortunately, our expectations were exceeded,” says Kieninger.

“In particular, we were delighted to have high quality discussions with visitors on all days – both on the specialist and consumer days. Our sales and marketing team therefore looks back positively on an intensive exchange with our dealers, OE partners and end customers.

18,770 trade visitors attended the show, while 13,424 consumers came to the two Eurobike Festival Days

16 | October 2021

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FEATURE

• 46.3% of users tested the ABS for e-bikes and e-cargo bikes for the first time (the rest had already tested an ABS before) • 83.9% of the testers felt ‘way safer’ riding with Blubrake ABS than without • 90.3% said they were ‘impressed and very much satisfied’ with the braking experience with Blubrake ABS • 94.1% rated the general quality of the product as ‘excellent’

The Blubrake team at this year’s Eurobike

“Nevertheless, we hope that Eurobike will be able to achieve its usual relevance again in 2022 and we hope for a significant increase in visitor numbers. The new, centrally located trade fair location in Frankfurt can make a positive contribution to this and also addresses the international audience more intensively.

“In addition, it is the range of exhibitors in particular that determines the relevance of Eurobike. As the leading trade fair, not only the visitors, but also we as industry insiders need the largest and most relevant bicycle brands to be represented in order to raise the overall level of the fair.”

Blubrake’s goal at Eurobike 2021 was to present its ABS G2, the next generation ABS for e-bikes, and perform tests of the new technology with industry professionals and media, says Fabio Todeschini, Blubrake founder and general manager.

“We had an excellent response from the industry and we received excellent feedback both in terms of system performance, than for its miniaturisation,” says Todeschini.

“The turnout at our booths was very high and we are fully satisfied we were able to carry out business meetings and perform several tests.”

The feedback of the tests was ‘extremely positive’, Todeschini continues, with a total of 4,687 braking sessions and 3,190 ABS activations carried out over the four days.

Data collected through the feedback forms submitted by the testers found that:

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The most frequently asked questions were related to the functioning of the system from a technical point of view, Todeschini adds.

For some businesses, such as Leopard Tech, it was their first time exhibiting at the show. The UK startup, which was shortlisted for BikeBiz’s Innovation from a Newcomer award last year, was showcasing its Lync connectivity solution, designed to give bike and accessory manufacturers access to an off the shelf solution that can turn any bike into a smart bike. This gives the cyclist access to a range of new IoT connectivity features such as anti-theft, integrated alarm, movement notifications and GPS tracking.

“We are extremely happy with our time at Eurobike 2021,” says James Robertson, marketing and sales director at Leopard Tech. “It was fantastic to be at a live event again showing off our Leopard Lync connectivity solution to bicycle manufactures for the first time.

“We received a huge amount of interest in our IoT solution and are already developing some exciting opportunities and potential partnerships. The organisation and overall quality of the event was very good and we are looking forward to returning in 2022.” n

Schwalbe was showing its Aerothan tube at Eurobike 2021

October 2021 | 17

LEATT.COM

LEATT 2022 ORDER NOW

2021 has been a huge year for Leatt. Thank you to all our UK dealers!

It’s time to get fresh plans laid, and a range secured from the best headto-toe MTB brand on the market.

The Leatt 2022 order window is now open for October delivery.

Innovations include the 360-degree turbine technology: fitted in all helmets, it reduces both rotation acceleration and concussion level impact energy to your head and brain. An easy sell to any rider.

Pads, body protectors, neck braces, goggles and shoes all offer incredible

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performance with great features and styling. Protection levels and price points are easy to understand and sell in store.

Apparel is the next big development with a stunning range of jackets, jerseys, trousers, shorts and gloves. Loud and lairy bike park looks, or understated technical gear for big days in the mountains.

All pre-sales will be supported with a free POS package and staff training.

Contact sales@hotlines-uk.com if you would like a member of the team to visit with the new range, or e-mail all the MY22 information.

19/07/2021 13:56

FEATURE

The year in review

2021 has undoubtedly been an unorthodox year, with independents, brands and distributors alike feeling the inevitable effects of a turbulent period for businesses the world over.

BikeBiz caught up with six UK distributors to reflect on a bizarre yet successful period for the cycling industry

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October 2021 | 19

FEATURE

Extra UK Simon Ford, sales director

Overview We have again enjoyed significant growth with some months showing triple digit percentage growth above 2020. As well as the buoyant market during the first half of 2021, better stock availability compared to 2020 aided sales. We have also benefited from shortages at our competitors with customers switching their purchases to us, or whoever has stock. With market shortages on certain items like chains and brake disc pads, we have seen huge spikes in sales making future forecasting very difficult, especially with lead times much longer than normal, 90 days to 440 days for one example!

Brand changes We added three brands in 2021, firstly Capgo Cable Systems and Motorex Lubricants. Both brands offered something to our customers that we did not previously have. Our workshop business is growing, so it made sense to increase appeal in that sector.

Then in June, we added the UK brand Rockstop who came to us after outgrowing its own direct to dealer distribution model.

Rockstop designs and manufactures frame protectors and rim inserts, items that were not previously carrying. Trade reaction has been fantastic, meaning we have had to restock twice in the opening month.

Although not a new brand to Extra, Crankbrothers added a shoe line to its portfolio and that has been successful beyond our expectations, to the point that we now have a waiting list of new stockists. Our strategy with brands is to focus and build the brands we already have; we look to avoid duplication where possible. We don’t want brands lost in a portfolio that is too big.

Behind the scenes Early in 2021, our business into Ireland was disrupted due to the changes following Brexit. Foreseeing issues, we opened a Dublin

20 | October 2021

based Ireland office and that has really helped better serve our customers there. Thankfully, goods seem to be flowing again and I’d like to thank our loyal customers and staff there for their help and patience. I’ve already mentioned the operations side of our business, that’s needed a lot of attention because of issues arising from the COVID period, more staff, new software, and revised work methods. Some projects, like our new website, have needed to be delayed so we could prioritise where most needed. It’s needed a team effort to keeping things flowing in an operationally challenging year.

A post-COVID world Product availability will be an issue for some; no stock means no sales. Many businesses have had to commit to large forward orders to secure bike stock, not great for cash flow but also guessing what you need 12 months ahead can’t be easy. Likewise, too much of the wrong stock could be an issue, it can lead to discounting that consumes profit. Inventory management will be key for many in 2022. More people are cycling which is great news and what is particularly exciting is that the growth is coming from multiple disciplines, whereas in recent times it was very road bike based. E-bike sales are still growing, but also MTB for the first time in years, gravel, cycle touring (you can call it bikepacking if you like), cargo bikes, city bikes, there is so much opportunity for everyone.

2022 and beyond 2020 and 2021 featured unsustainable growth for most. In 2022, I’m expecting a much calmer market but still with growth over pre-pandemic levels. One thing that I am looking forward to again is some events. Our industry is a very friendly one and I think we have all missed personal contact, so I hope we can all meet up again soon, fingers crossed for COREbike 2022. n

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FEATURE

Greyville Enterprises Lea Adams, CEO Overview Somewhat of a rollercoaster with its fair share of highs and lows!

On a positive note, we have enjoyed stellar demand for our products and brands, of course the challenges have been rising freight costs, shortages on our import orders and staff shortages at times with the pingdemic. We have managed our way through these challenges to the best of our ability and are projecting a 100% increase in sales turnover year-on-year. This month, we launch our new website and online ordering system along with new warehouse management software to ensure we can now scale the business, streamlining our processes and using the new IT infrastructure to accelerate our growth. We are still facing challenges within areas like the courier delivery service network underperforming due to their own challenges with rising demand, driver shortages, rising costs plus limited stock availability from our core brands.

Brand changes We have recently become a distributor for Clarks brakes and wheels, these are an excellent quality brand with a great reputation.

We decided we needed an alternative to Acor that was price competitive and top quality, we now have a good choice of all brake parts within the two brands. We have added Skorpion bikes to our portfolio and have an excellent range of kids bikes and adult hybrids which have been well received by the trade, as we are keen to develop a solid range of bikes that can fill gaps in the retail market for our trade customers. We continue to stock and import for Suntour, Schwalbe, Sunrace, Stronglight and Rixen and Kaul and we have seen strong demand throughout 2021 for these core brands. We will be adding a new electric bike range next year and will be stocking the spares required to support our dealer network.

Behind the scenes The major change happened last year with Alan Pritchard

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retiring and selling the business to me, throughout 2021 we have been restructuring and transforming the business with new IT infrastructure to streamline the warehouse operations and ordering system. These changes were necessary to allow us to realise our growth expectations, we have been in negotiations with other major brands to add to our portfolio whilst widening the range we hold with each of our core brands. Our new systems go live on October 4th so watch out for the start of our transformation!

A post-COVID world We are already seeing a normalisation to pre-pandemic orders in some areas of the business, however with current stock shortages for many parts the demand remains high and back-orders at record levels. After speaking to our major brands, we don’t see the growth reducing overall and stock shortages will continue throughout 2022. The push for a reduction in emissions and the investment in better cycle paths as part of the Government’s Industrial Strategy will also support the sector going forward.

IBD focus We have been listening to feedback from our IBDs and working hard to get the imports of stock over as quickly as possible and into their shops. We have made decisions to widen our range and hold greater stock levels for our core brands and have already put in our forward orders with Schwalbe and Suntour for 2022, doubling our stock levels to alleviate the challenges in the market.

2022 and beyond We will continue with our structured growth, expanding our range and holding higher levels of stock to better support our IBDs. We will be adding a range of quality electric bikes to our portfolio in 2022 along with supporting the IBDs with parts for most electric bikes. n

October 2021 | 21

FEATURE

Moore Large Andrew Walker, commercial director

Overview As I’m sure is true of every other business directly associated with the industry, it was incredible. The interest in cycling and the growth trajectory was phenomenal and hopefully gave everyone a taste of what the industry could look like if the participation levels can be maintained beyond the pandemic.

Brand changes We are no longer working with Microshift gear systems; after being the UK distributor for several years, we recently parted ways. Following our success in both the MTB and BMX sectors, we have signed BMX parts and components brand Éclat, BMX and MTB protection brand Fuse and most recently MTB parts and components brand e*thirteen. We have received stock of all three new brands already and there’s plenty more coming. Our portfolio has changed somewhat over the last five years with a more premium and focused offering in line with the current market demands, we have great relationships with our suppliers and brand principles and look forward to the seasons ahead.

Behind the scenes We’ve made significant changes to the structure of our sales team by reducing our field based numbers but increasing our internal support team, the net result of which is giving us a bigger resource pool and increased touch points for our customers. This will not only ensure we can reach more customers more frequently but it will also mean our response times and service levels are maintained during peak times of the day. Interestingly, many of our new starters have also been taken on to work remotely from home. That’s not because we don’t want to see them, it’s because they are coming from further afield, so we’ve widened our catchment area for certain roles to ensure we are bringing in people with the best skills for the job.

22 | October 2021

A post-COVID world As much as we’d love it to, the growth trajectory was simply not sustainable; at some point it had to slow down. People talk of the new normal and I believe that for our industry, the new normal is a level above what we’ve seen immediately prior to the pandemic, but I also see the new normal as being different for different businesses. We have absolutely no intentions, nor is there any evidence to suggest a dropping in overall performance. The size of the pie has grown and be that before or after the pandemic, the Moore Large slice is still relatively small. That gives us the belief that even in what might now be a more stable market, we can still hunt for increased share.

IBD focus Our IBD customers represent the core of our business and we are committed to a single channel B2B route to market.

This strategy hasn’t changed throughout 2021, although we are currently undergoing several wide-scale investments to improve our IT infrastructure and ERP systems as part of our scale up for the future. In recent weeks, we have made some substantial changes to our customer services team which will also see the introduction of a dedicated e-bike service centre. More information will be announced over the coming months.

2022 and beyond We are just about to initiate one of our greatest recruitment drives in recent years across product, brand, marketing, sales and customer service roles. With further resource and a rejuvenated infrastructure, our primary objective will be to expand our in-store representation of Forme and ETC with the continued expansion of these product ranges across a broader range of price points and categories, most notably within e-bikes. n

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FEATURE

Madison and Sportline Dominic Langan, CEO

Overview Year to date to the end of August we have managed to be level with last year in all areas other than bikes, where we have seen some slippage purely down to lack of stock rather than lack of demand. Last year, when we went into the pandemic, we had significantly more stock than we have now and that allowed us to really maximise the opportunity. This year, we have not had the same luxury and stock availability has prevented us from achieving our full potential but having said all that, it is still a very decent year in the making.

It is fair to say we saw some slow up in trade in July with the Euro 2020 football tournament, Boris’ “Freedom Day”, some good weather and the Olympics providing plenty to distract. However, we saw this rebound again in August and I certainly expect the rest of the year to continue in a similar vein albeit with stock deliveries dictating the final outcome.

Brand changes The two notable brands we have gained in the last 12 months are Vittoria tyres and the CRC Smartwasher.

Launching a brand like Vittoria in a pandemic is a very new experience for us and we had to think differently to how we would have usually launched the brand. I couldn’t be happier with how Vittoria has done this year and the reception we have received from our customers. Vittoria has been an incredibly supportive partner as well as being such a progressive and innovative business. We are planning significant growth for this brand in the years to come.

24 | October 2021

The CRC Smartwasher is a back of house product for every bike shop. This eco parts washer is proving a huge success with our customers and our various service plans make it a simple and affordable workshop essential.

We have exited intentionally from some smaller brands in our portfolio, where it is clear the commercials are not viable, but this it is a constant review process for any business and a reaction to not seeing sufficient demand from our customer base.

Behind the scenes We have been investing heavily in our IT infrastructure, including a total restructure of our IT team to meet the demands of the future which completes this autumn.

We are introducing an all new “Product Information Management” (PIM) software which radically changes how we manage and control content and other digital assets for all the various platforms and feeds we support now and expect to support in the future.

Additionally, we are investing significantly in inventory optimisation software to improve our demand-planning.

This is a hugely sophisticated software implementation which will ultimately help us more accurately forecast, identify trends and ensure the money invested in stock is invested in the right stock.

Along with these projects, we continue to invest and enhance our B2B platform to further improve the user experience. Freewheel also remains a big focus for us as we expand the retailer network and attract more consumers to the site.

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FEATURE

Outside of IT projects, our in-house wheel building production is growing rapidly and we are planning to install a second wheel building line in late 2022.

A post-COVID world I have to say I have found the media celebration of road traffic returning to pre-pandemic levels a rather disappointing step backwards from our optimism last year when we saw such high cycle usage. I do think the world has changed and whilst I do not think the office is dead, I do think the daily commute will not be the same.

I expect a hybrid of working remotely with periods of time in the office, when relevant to be there, will be the new norm. We all need to look at all the journeys we are making and how we make them as well as other lifestyle choices if we are to ever meet our environmental targets.

People have had a chance to reevaluate their lives and question why things need to be done the way they used to be when there are alternatives. We have amongst the worst productivity levels in Europe and yet we also have the longest commute times! Working from home has worked from my experience. I don’t think it is healthy to be working from home 100% of the time and not everyone’s circumstances are the same, but saving two hours plus a day not commuting is not only good for the planet, it is good for productivity and for people’s wellbeing. Why should there be any reluctance in welcoming this change other than if you are a commercial property landlord or a manager that needs to see people outside their offices to make them feel in control?

I suspect we will see greater cycle use in cities and towns as people look to avoid public transport and as councils implement more low traffic neighbourhoods and safer cycling infrastructure. High costs of fuel, congestion charges and low emission zones will also drive people to look for alternative transport solutions. E-bikes and e-cargo solutions are definitely going to see strong growth and we need to find ways of making these options more affordable.

I remain very optimistic about the future of our industry post-COVID but as ever we have to keep adapting and making sure we remain relevant.

IBD focus As lockdown has eased, we are more easily able to engage physically with the retailers and certainly we have been helping with in-store support services such as visual

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merchandising, training and branding support to help stores refresh their in-store customer experience after a long period of very unusual trading.

Freewheel saw huge growth during the pandemic which helped retailers continue to support their customers during a very challenging period. We can now resume the expansion of the network as we have a long waiting list which need to be visited and trained up before they can officially join.

We are also back at national events as well as locally organised store events so, gradually, we are returning back to a more normal level of dealer support.

At the moment, stock is where the most support is needed and we have implemented systems to prevent stockpiling and to share inventory as equitably as possible over our dealer network in our best efforts to keep the workshops functional.

2022 and beyond I am hopeful that by the spring of 2022, life will be as back to normal as it possibly can be. I hope the vaccines and some form of global herd immunity bring COVID to a more controllable level than it is now.

Hopefully, we will see catch up with production starting to balance with demand and as an industry get ourselves ahead of the curve once again where we can be innovating and driving the industry forward.

We are an incredibly social industry, both domestically and internationally, and it would be great to get to see everyone face to face again without having to say “you’re still on mute!” n

‘I couldn’t be happier with how Vittoria has done this year and the reception we have received from our customers’

October 2021 | 25

FEATURE

Raleigh UK Lee Kidger, managing director

Overview Coming out of 2020, we were cautiously optimistic of the year ahead as many challenges we faced in 2020 are still apparent within the industry this year. Supply chain issues have still been a major consideration for us as the world’s manufacturing hubs are still grappling with the pandemic and its knock-on effect to the global economy. However, we have seen considerable buoyancy in the UK market after last year’s peak, the market is maintaining a stronger position than pre-pandemic levels which is a great sign.

Brand changes We have gained several brands this year. To name a few; Weeride – part of the wider Raleigh philosophy in making cycling more accessible to all people. It puts child safety at the forefront on its values and encouraging families out on the bike with innovative tag-a-longs and front-mounted safety seats.

Pembree, a component manufacturer with some incredible pedals, is challenging the bike industry through sustainability with its carbon neutral products, manufactured in the UK, making the supply chain more sustainable within its carbon neutral business model.

Behind the scenes With big plans from the UK Government being implemented as it tackles decarbonisation head-on, micromobility solutions including e-bikes and e-cargo bikes are set to continue to rise in demand. Raleigh is working with key projects nationally, including The National Trust, that looks to swap dirty carbon emitting last-mile vehicles for greener electric cargo options. Sustainability is one of the biggest challenges facing the industry in the coming years and we, as brand owners, should be constantly committing and delivering on sustainable promises. Cycling has the power to offer a much more ecologically-friendly vehicle to improve not only commuters but also families alike. As we look to the future, sustainability will be a major focus for the business.

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A post-COVID world During the pandemic, we saw a higher level of participation in cycling and as a result higher volume of sales in the industry.

We expect this to continue post-COVID as we saw a shift in perception towards a healthier and more active lifestyle for many people in the UK. This is a positive sign, particularly as people become more sustainably conscious, they are looking for ways to reduce their carbon footprint and stay healthier. We are seeing further investment in cycling infrastructure which is great to see, meaning our roads will be safer and more accessible to new cyclists. We are not there yet, but the constant focus on this must remain to promote safe cycling even more.

IBD focus One initiative from Raleigh is our Partner Plus scheme giving IBDs access to better pricing on several of our exclusive brands, including preferential delivery and gifts each quarter. Raleigh is always looking to maintain robust distribution channels as ultimately it’s critical for the survival of their business.

2022 and beyond Raleigh has big plans for 2022, the biggest being the migration of our old systems to a new ERP and B2B system. Ultimately improving the customer’s experience and enhancing our data integration across the business. New product launches from our bike brands, Raleigh, Haibike and Lapierre, will take further strides into the e-bike market to really showcase how bikes can support everyday travel.

Our exclusive distribution brands have exciting product coming too; MET MY22 launches any day now alongside increasing focus from Saris on the indoor training market.

You never know, there might even be something for our Raleigh brand fans coming in 2022 as well. I can’t say anything but it’s big news. n

October 2021 | 27

FEATURE

ZyroFisher Rob Haycock, CEO

Overview The focus on the cycling industry over the past 18 months has brought in new riders and the time to ride, that along with the Government initiatives has meant we are all in a lot better place than pre-pandemic. Just like everyone else, we are trading beyond capacity in terms of availability, revenues and across all disciplines. We are working with our brand partners to ensure that we retain as many of these new customers as possible as we move forward.

Brand changes We are very fortunate to have strong relationships with our brand partners and since I joined a year ago, we have not lost any brands. We have built up our portfolio in adjacent areas with Mistral – a global watersports brand and have been delighted to start supporting new partners Bryton, Continental and others I cannot mention yet in bringing them to the markets we serve. We are investing heavily in our teams and the tools they need to properly represent our brands. This is beginning to bear fruit but still, there is a lot more to do.

Behind the scenes As of today, we have something like 20 open hires, which we have been filling at about four per month for the last six months. We are increasing our financial facilities to provide for the expected stock intakes when they finally start to get back on track and to fast-track some of our new brands. The impact of e-commerce on the supply of basic parts, the consequences of Brexit and the upset in the freight and supply chain has meant that we have invested heavily in efficiencies in our distribution model. New investment of nearly £500,000 has gone into the warehousing facilities and the systems that control them, the electronic interface with all our customers

28 | October 2021

whether it’s the smallest trade account right through to the large multi-nationals. The increased digitisation of the sales process is my next focus.

A post-COVID world We believe that the consumer base will continue to diversify and that the urban mobility and leisure cyclist will increase in strength relative to the pure sport of cycling. I believe that it is our job to ensure that we welcome these consumers into the fold and drive their enjoyment of our products and services as an industry.

IBD focus We have bought in new training facilities for the IBD market into Darlington, which should deliver more tech talent into the industry, the improvements in the supply chain as mentioned above, the hiring of more resources into key roles in our business. Our B2B system has had a lot of investment that initially is difficult to see but will become more visible over the coming months. Better dashboards, order servicing and date accuracy will be in the first releases.

2022 and beyond We are very acquisitive at the moment and looking at a number of opportunities both in the UK and overseas. It is our stated aim to grow across our markets and this will come from both organic growth in our brands and their business, along with the access to new markets and territories. Our new site in France is nearly the same size as our Darlington site and will have state of the art systems to enable total duty bonded trade across UK and Europe, enabling our partners to get real efficiencies in their network stocks and for us to service a broader portfolio of customers. n

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Bicycle Association launches BA Guides Free BA Guides offer wider industry and public definitive guidance on Brexit, Cycle to Work, e-bikes and more

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he Bicycle Association (BA) has launched a series of guides designed to offer definitive information on matters of interest to the wider cycle industry and to the public, complementing more detailed guidance which is available only to BA member companies.

The BA Guides are available to download free of charge and cover topics such as how Brexit affects product safety and imports, explainers for industry participants and users about the Cycle to Work scheme, analysis of e-bike regulations, and more. Following the first tranche published in September, further BA Guides will be rolled out over the coming months, and all will be regularly updated.

BA technical director Peter Eland said: “The Bicycle Association has for many years provided high quality and detailed technical advice to its members. But it is also in the interests of our member companies that the wider industry, including retailers and suppliers, and also the general public, are accurately informed about key topics.

“For example, making our information about the UKCA mark freely available provides everyone involved with a clear summary and timetable for the changeover from CE marking.

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“On this and the many other topics we’ll be covering, we expect that the BA Guides will become the go-to reference for anyone seeking clear and definitive summaries on topics relevant to our industry.”

The BA Guides are produced by the Bicycle Association’s Technical Service, which provides regular updates to the BA membership with early intelligence on all regulatory, product safety and compliance matters. In recent years, international trade and the ramifications of Brexit have also been major areas of support for BA member companies.

While the Guides provide summaries of selected technical and industry issues, available for free download, BA member companies can access a much more comprehensive online knowledgebase via the membersonly area of the BA website. Unlimited (within reason) oneon-one technical support is also included at no extra cost with BA membership, so staff at BA member companies can also easily access in-person expertise whenever more direct assistance is helpful. n

The BA Guides can be accessed via www.bicycleassociation.org.uk/technical/?jump=guides

October 2021 | 31

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FEATURE IAA Mobility took place in Munich for the first time from 7th-12th September

All together now The new IAA Mobility took place in Munich last month, with 75 out of 744 exhibitors from the cycling industry. Rebecca Morley looks at how it is hoping to shape the future of mobility

W

ith a new concept and new ideas, last month’s IAA Mobility in Munich aimed to showcase mobility in all its diversity, from cars and bicycles, tech and connectivity, LEVs, public transport, urban air aviation and more.

And with 75 out of 744 exhibitors from the cycling industry, it also marked an ‘important global event on the cycling industry calendar for years to come’.

“Many market participants are only now realising or understanding that we really want to bring together all mobility carriers on one strong platform,” says Tobias Gröber, executive director – business unit consumer goods at Messe München. “And that the bicycle can and must also play an important role here.

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“Of course, we will continue to develop and adapt our concepts. For example, the bicycle brands in the Open Spaces and B2C areas, but also the brands in the B2B area, have expressed the wish to integrate this area much more strongly and to mix in with the suppliers from the automotive, IT/tech, infrastructure and start-up sectors.

Especially a mix of automotive brands, supplier industry, global corporations, start-ups and bikes, micromobility, e-scooters and cargo bikes has been extremely well received. Therefore, we will tackle this for 2023.

“We are aware that this opening will not please all market participants and stakeholders who would like to hold on to their traditional ‘enemy images’ (cars versus bikes, pedestrians versus bicycles).

October 2021 | 33

FEATURE

“I think it’s remarkable that the IAA has revised its concept of the show. It takes great courage, which I often miss in the bike industry. Here in Munich, new answers are being sought instead of the ‘same old’ and that suits us as a company very well. There were valuable discussions and events about new and urban mobility.

As a sponsor of the IAA Mobilitython and as an active participant in the IAA Conference, we were particularly enthusiastic about the cooperation and the results. The new always has the difficulty of having to prove itself against the existing. The concept has absolutely potential, needs more fine tuning, more integration, etc., but we all know that. It was a very positive first step towards the future. Keep it up!”

Frank Aldorf, Board member – Internetstores Group “In the past few days, we had many visitors from different sectors at our booth and had great conversations. We are pleased to see that people are becoming aware of the importance of bicycle mobility for the mobility shift.

However, in the context of the trade fair we would have liked to see a stronger fusion and more opportunities for dialogue between the different forms of mobility. In order for mobility to be multimodal and demand-oriented, it is essential to bring all transport users together. Here we see potential for further development of the format to promote a constructive exchange and synergies between the individual actors.”

Dr. Sandra Wolf, Managing director – Riese & Müller GmbH

“But this polarisation will not get us anywhere as a society, because only an interplay of all solutions will help us move forward; not the artificially maintained preservation of traditional positions.

“Because mobility in the countryside needs different solutions than big metropolitan areas. And that is why, especially after the first IAA Mobility, it is even more important for us that it is not ‘either bicycle or car’, but ‘both bicycle and car’ – that we have an eye for the better solution in any situation.”

A total of 744 exhibitors were present at IAA Mobility 2021, including automotive companies with 98 exhibition areas, 75 bicycle brands, 152 supply firms, tech companies and 78 startups. Among the bike brands were Ampler, Canyon, Cannondale, Coboc, Scott, Specialized, Simplon, Stromer, Flyer, Nicolai, Husqvarna, Riese & Müller, Rose, Rotwild, Kettler and more.

The show was attended by 400,000 participants and 3,500 journalists from 95 countries – meaning that the new IAA Mobility attracted 32% more visitors per day compared to the average number of visitors at the last IAA in Frankfurt – despite the continuing COVID-19 restrictions on international travel.

67% of visitors were under the age of 40 and 86% graded the concept for IAA Mobility as either good or very good. They gave especially positive ratings to the mix of exhibitors and the opportunities to try out innovations on-site.

The international (potential) reach of IAA Mobility 2021 exceeded 137 billion hits worldwide. The social media channels recorded 140 million page impressions and reports from the show were accessed over 38 million times on YouTube and TikTok alone.

“The IAA Mobility had many highlights in store for us as exhibitors! On Tuesday we welcomed German Chancellor Angela Merkel, VDA President Hildegard Müller, Federal Transport Minister Andreas Scheuer, Bavaria’s Prime Minister Markus Söder and Baden-Württemberg’s Prime Minister Winfried Kretschmann to our stand. On the trade visitor days we enjoyed lively exchanges with dealers and media representatives. On the weekend, the stream of visitors hardly stopped. All in all, we can draw a very positive conclusion from the premiere of the IAA Mobility.”

Bernd Lesch, Managing director – Pierer E-Bikes Germany

34 | October 2021

Chancellor of Germany Angela Merkel and VDA president Hildegard Müller

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Coverage was especially intensive in countries such as China, the USA, South Korea, Spain, Italy, Brazil, and of course Germany.

Hildegard Müller, president of the German Association of the Automotive Industry (VDA), which organised the first IAA Mobility this year jointly with Messe München, says: “We took a courageous step and were rewarded by the visitors. 400,000 participants in only six days is a clear case of visitors ‘voting with their feet.’

“The visitors were evidently very interested in and delighted by the whole experience.

“IAA is now the largest mobility event in the world.

New electric cars, bicycles, e-scooters, energy policies and urban planning, digitisation and more – here in Munich we presented and discussed what needs to be thought, together in the future. At the IAA Mobility Conference, we also experienced lively discussions on the path to the new mobility.

SPECIALLY FORMULATED

“The exhibitors unveiled more than 100 premieres of their latest models and concepts, underscoring the fact that the transformation of mobility is being driven forward toward climate neutrality and digitisation.”

The third edition of the World Cycling Forum took place in conjunction with the fair on 6th7th September. The main theme of the two-day international congress was around capitalising on the current bike boom.

World Federation of the Sporting Goods Industry (WFSGI) president and CEO Robbert de Kock says: “For the bicycle industry, this is a crucial moment and we aim to capture the momentum from the IAA Mobility to continue to innovate, and further grow in the mobility sector.”

The next IAA Mobility will be held in Munich from 5th-10th September 2023. n

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October 2021 | 35

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TALKING POINTS

Reclaim ‘performance’ for the everyday cyclist

By Jack Davey, Unearth Marketing

C

ycling, particularly in the UK, has a not-so-guilty obsession with performance. It’s been meme-worthy for well over a decade but still prevails, and phrases like “marginal gains” have unironically entered common parlance. The concept of technology trickling down from the upper echelons of pro riding to enhance the cycling life of the everyday punter goes unchallenged, but one rider’s definition of “performance” may not be the same as another’s. From a sales and marketing perspective, this must be recognised.

At the retailer level, there’s not so much we can do about the hype around the latest lighter, more aero, stiffer, bouncier, whatever product coming through – and for many of us, as enthusiasts, we love all that anyway. But our job as suppliers of cycling equipment is to assist the consumer in selecting the right products. Our job as employees of a cycling business is to keep the lights on. We are the conduit between industry and public and for now, there’s some translation needed.

The true definition of a high-performance product is one that does its job exceptionally well. So, Dura-Ace is high performance in the pro peloton, there’s no denying that.

But for the daily commute, locked outside, as an economical means of transport? I’ll take 8-speed Altus, please. For the job in question, it beats Di2 hands down. An Ohlins suspension

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fork will offer better front wheel tracking than a rigid steel option, that can’t be denied.

However, if ongoing servicing costs cannot be met then the function of that suspension fork – and the bike it’s fitted to – will start to deteriorate. Every customer that walks through your door should be walking out again with the highest performance bike you could have sold them. The trick is that until you’ve figured out the environmental and economical conditions the bike is going to be used in, you don’t know which bike in the shop will offer that performance.

Aspirational “this was pro-level a couple of years ago” patter might upsell someone into putting a few extra quid into the till that day, but if it’s not relevant to them it runs a serious risk of alienating that customer. Ensure that they know their needs have been listened to, understood and accounted for in your recommendations. They’ll ride away knowing that they could not have made a better purchase, and won’t keep that experience to themselves.

Not only will that customer be coming back for servicing and maintenance needs (see our article on the customer lifespan a couple of months ago) but they’ll bring more customers in with them. Word-of-mouth is the most authentic endorsement your brand can receive, and it’s free. n

October 2021 | 37

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16/07/2021 11:02

JAMES SMITH

TALKING POINTS

The war is over James Smith says we should celebrate VFC (Victory for Cycling) day

Y

es, there are pockets of resistance, even territories that are yet to succumb, but the ink is drying on the document of surrender. Of course, I should not make light of the continuing struggles of commuters, racers, and leisure riders, not to mention women and people of colour on bikes and the extra pressures they have.

You are asking yourself, why do I think the cycle vs car war is all but won? Let’s look at some of the facts.

The pandemic was of course a turning point, or may have just been a rocket boost; we all saw the incredible growth of cycling across the globe, in fact we are still trying to ramp up and supply the customers. Before the pandemic, the Government, the lobbyists and many more viewed cycling as a solution to many problems but it was some way off. Now, the pedal is being pushed hard and we are on the cusp of a permanent golden age of cycling.

In 2020, according to the Guardian, Halfords saw a 57% increase in cycling related sales. This was replicated across the industry and the world, with suppliers increasingly struggling to keep up with demand. It’s not just the consumer that has driven this growth, the European Cycling Federation has tracked over 2,300 km of infrastructure with

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more than 1,000 km already built, and more than €1 billion of funding across Europe.

The UK Government has also been sending in the “virtual reinforcements” too with the cycling repair voucher scheme, the Cycle to Work vouchers and local funding budgets. In my local area Plymouth, the council has funded local companies to install showers, purchase electric bikes and even send around instructors to offer commuting advice.

It appears then that the penny has finally dropped, cycling is the solution to many of our ills, from the obesity crisis, gridlock and the environment. So the time has come for the victors to enjoy the spoils?

Nope, the time has come to keep pushing and converting your friends, your work mates and many more to cycling.

You might still get harassed, suffer a close pass or have to deal with ignorant drivers; the answer is to wave, smile and quietly reflect on how many more people are on bikes every day. n James Smith is the founder of sports consulting agency James Smith Group.

October 2021 | 39

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IBD FOCUS

By the industry, for the industry 2021’s Local Bike Shop Day was celebrated by 370 bike shops across the UK, an increase of 37% from the previous year. Rebecca Morley looks at how it helps IBDs

P

assion, knowledge and personalised service are offered

by IBDs up and down the country all year round, and, with the bike boom witnessed since the start of the COVID-19 pandemic, many have seen a surge in demand as the nation embraced cycling.

This makes it just as important as ever to celebrate all local bike shops have done to keep the industry going over the past year, and Local Bike Shop Day – organised for the industry, by the industry – is the day for bike shops to showcase and promote what they offer their local communities and, in doing so, drive more footfall through their doors.

This year, the day, which fell on Saturday 28th August, was celebrated by 370 bike shops across the UK, an increase of 37% from the previous year, with some IBDs offering their customers discounted products, free bike services or guided bike rides.

#supportyourlocalbikeshop Local Bike Shop Day, administered by the ACT, was supported by a record number of cycling organisations, including the All Party Parliamentary Group for Cycling and Walking (APPGCW), BikeBiz, #BikeIsBest, Butterworth Spengler, Cycle to Work Day, Cyclescheme, Cycling UK, Cytech, Department for Transport, Freewheel, Insync, London E-bike Festival, www.bikebiz.com

Love to Ride, PaceUp Media, Raleigh UK, Sustrans, The Cycle Show, Total MTB, Transport for London, V12 Retail Finance and ZyroFisher.

In the campaign’s final two weeks, the hashtags #supportyourlocalbikeshop and #localbikeshopday reached around 250,000 users on Twitter alone and on the platform, all posts mentioning Local Bike Shop Day had over 300,000 impressions/views. On Twitter and Instagram, the number of people following the accounts increased by 40% in the final fortnight of the initiative.

The website’s most popular page was the “find a local bike shop” search facility indicating consumers actively looking for their local participating shop.

A number of the campaign’s supporters arranged competitions and discounts, which included: • A £1,400 Rozone cleaning bundle that was up for grabs to IBDs • £50 off Cytech Theory one for the week of Local Bike Shop Day • 15% off the Freewheel website for the week of Local Bike Shop Day • The opportunity for IBDs to win a £100 voucher to spend on Raleigh goodies October 2021 | 41

IBD FOCUS

• Six of the most social media engaged IBDs to win £200 in vouchers to take their staff out courtesy of Cyclescheme • Four lucky customers to win a £250 cycling gift card who requested or redeemed a Cyclescheme certificate in a participating shop on Local Bike Shop Day This year also saw a substantial number of celebrities jumping on board to celebrate the day – local bike shops across the nation were praised by the likes of TV personality Gail Porter and Cycling Surgeon Chris Oliver, as well as Olympians Katie Archibald, Sharron Davies and Kye White.

A huge success Cycle King & Hawk Cycles were able to offer everyone a free bike check on Local Bike Shop Day across all its stores, and was also offering double points on its Spend & Save loyalty scheme whenever a customer bought in-store that day.

Cycle Solutions Uplands provided complimentary Local Bike Shop Day Goodie Bags containing Muc-Off and Clif Bar freebies, as well as giving away free GG’s gelato to all customers, old and new, who supported them on the day.

It also gave customers bonus points and entered them into a prize draw to win a £100 voucher.

Inspiral Cycles celebrated the day in Durham and worked hard to promote it on social media in the weeks running up to the big day. Fiona, Gary and the team said of their involvement: “We were blown away by some of the comments our customers posted online for Local Bike Shop Day in support of Inspiral Cycles as their LBS. It was a great focus for our social media posts and they were shared widely. Support for #supportyourlocalbikeshop increased our online profile and has led to new customers discovering our shop.”

Thanks to the activity of IBDs, cycling organisations and customers, Local Bike Shop Day was once again a ‘huge success’ across the nation, said the ACT. Get ready for Local Bike Shop Day 2022 Local Bike Shop Day is an industry-wide initiative managed by the ACT. If you would like to get in touch about next year’s Local Bike Shop Day please email info@ theact.org.uk n

42 | October 2021

Local Bike Shop Day prize winners Store winners As a special thank you to those shops engaging the most on social media for Local Bike Shop Day, Cyclescheme, part of Blackhawk Network, provided local bike shops with a range of point of sale materials, social media support and competition prizes for stores.

Store winners of £200 in vouchers for a staff night out: • Peak Ascent Cycles • Cycle King (Coventry) • Cheltenham Cycles • Brampton Valley Cycles • Cycle Solutions Uplands Dan Fox at Brampton Valley Cycles said of his involvement in Local Bike Shop Day: “Local Bike Shop Day is a great way for the local independents to show the local community what their local bike shop has to offer which the internet cannot. Whether this is advising customers on what bike would be the best option for them, to sizing, to advice regarding different components, servicing etc. We are at the forefront of our cycling communities, and it is great to have the publicity provided from the likes of Cyclescheme and the ACT and to win a £200 prize for our shop it is amazing to be recognised for the work we do.”

Rozone winner In honour of Local Bike Shop Day, Rozone also gave away a £1,400 cleaning bundle to one lucky Cyclescheme independent retailer. The winner could choose from either the ROwasher Mobile or ROwasher Static and will also receive six months worth of cleaning materials.

The Rozone cleaning bundle went to Andrew from Blue Door Bicycles – Upper Norwood, London.

Andrew is a new business owner, taking over the longstanding local London bike store in September 2019 after it closed.

Customer winners On the day, Cyclescheme also gave four lucky customers, who visited a participating shop and requested or redeemed a Cyclescheme certificate, the chance to win a £250 cycling gift card. The winners are: J. Stevens, R. Worth, F. Qedwai, P. Mcgrady, M. Crotty and A. Istrate.

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2022

2022

https://issuu.com/bizmediauk/docs/bikebizdirectory2021

BI

PAC

KING•

•M

VE

NTU

RE•

•GO

KE

D ADE FOR A

TWIST

Cageless, magnetic mounting system

Halo Gravel tyres For the path beyond Now available

Kitchen Sink Bar & ShockStop PRO Stem The Ultimate Gravel Combination

BMX Parts Designed by riders, for riders

BICYCLE ASSOCIATION

Market Data Service continues growth

N

ew figures indicate that, for the first six months of 2021, the total UK cycling market continues to show strong demand and has increased broadly in line with BA forecasts with value growth of 8% year-on-year (YOY).

This growth was driven by a very strong Q1 performance of 68%, annualising against a slow start in 2020, followed by an expected decline in Q2 of 18% as continued strong demand this year was offset by the sales boom which was unleashed by the first lockdown in 2020.

Comparing on a two-year basis to a pre-pandemic 2019, both quarters showed strong value growth with Q1 71% and Q2 38%, evidencing a continued, strong underlying demand at 52% overall.

Simon Irons, BA Market Data Service director, said: “It is really encouraging that the demand for bikes, and all cycling products, remains strong a year on from the start of the pandemic.

“It seems clear from the data that some of the consumer behaviour changes we saw emerge last year are enduring and we are delighted that our market data service is enabling industry subscribers to understand the full picture almost within real-time and adapt their businesses accordingly.”

As expected, May and June 2021 figures saw a decline vs 2020, down 29% and 27% respectively.

However, the decline was greater than forecast with the comparison to extraordinary sales in the prior year compounded by poorer weather this year, especially during May. UK temperature and sunshine were below average

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and, crucially, rainfall was 171% of average making it the fourth wettest May since 1862.

Bike stock availability will have undoubtedly also played a role in not converting all of the strong demand into the full sales potential, with bike volumes actually dipping below 2019 levels during May and June 2021.

Category highlights All major categories have followed the same sales value trend YOY in the first half, although e-bike growth at 17% is outperforming mechanical bike value sales growth at 10%.

Growth remains very strong compared to pre-pandemic levels with e-bikes 146% vs 2019 YTD and mechanical bikes 54%.

The service market, which includes workshop and hire business, is predictably in strong growth at 41% YOY, due to the negative impact of lockdown April to June 2020 as bike shops struggled to adapt to legislation and customers stayed at home. The Parts, Accessories and Clothing (PACs) category has grown 4% YOY in the first half of 2021 but remains at 29% vs 2019 levels.

Outlook While total market performance in the first half of 2021 has been broadly in line with forecasts, with the continued stock challenges the industry is facing, we now expect total value sales to be at, or slightly below, sales in 2020. Even on this basis, 2021 sales should finish strongly ahead of 2019 with growth between +30 and 50%. n

October 2021 | 45

NOMINATE NOW! • BikeBiz Woman of the Year • Best Omnichannel Retailer • Bike Distributor of the Year • Best Independent Bike Dealer • P&A Brand of the Year • Best Retailer Services • P&A Distributor of the Year • Bike Brand of the Year • Innovation from a Newcomer • Cycle Advocacy Award

Deadline for nominations is Friday 22nd October For sponsorship and promotion opportunities, please contact Richard Setters on richard.setters@biz-media.co.uk or 07794805307. www.bikebizawards.com

SECTOR GUIDE

Road bikes and accessories 1

2

4

3

3

2

1

4

Forme

BMC

The Light Blue

Tifosi

Monyash 1

Team Machine SLR01 One

Wolfson

Auriga Chorus

Distributor: Moore Large

Distributor: ZyroFisher

Distributor: Ison Distribution

Distributor: Chicken CycleKit

This is the machine to reach for when heading out on an epic, a Sunday club run or even a fast commute. If you are looking for a bike that you can dig deep on the lonesome roads with, whilst not being restricted on your ability to explore, then look no further.

The Monyash is specifically designed to appeal to year-round endurance riding with a comfier and more versatile range of abilities than a typical performance road bike.

Ten years ago, BMC launched a bike that kickstarted a revolution in the design and construction of the performance road bike. The Teammachine SLR has won every major title that a bike can win including Monuments, World Championships, Olympic Games and the Tour de France. Using the combined knowledge from the past decade, we’ve changed the game again to deliver an all-new, class-leading frameset ready to lead for another ten years.

For those cyclists looking for a traditional rim brake steel road bike, The Light Blue’s Wolfson model is a popular choice. The frame features variable size sports geometry and provides a fast but extremely compliant ride, ideal for fast road and sportive type riding. The Reynolds 853 tig welded frameset comes in five sizes: S, S/M, M, M/L and L.

The third generation of the multi race winning Auriga has fully integrated internal cable routing and is disc brake only. It is quick in the sprints but also comfortable enough for the challenging terrain of UK road racing. Designed using CFD aerodynamics, the foil design allows air to move around the frame as efficiently as possible, meaning aerodynamics in real world situations, not just in wind tunnels.

NEED

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

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October 2021 | 47

SECTOR GUIDE

5

6

7 8

5

7

6

8

Rondo

Frog Bikes

Frog Bikes

All-City Cycles

HVRT

Road 58

Road 70

Zig Zag 105

Distributor: Hotlines

Distributor: Frog Bikes

Distributor: Frog Bikes

Distributor: Ison Distribution

HVRT is an all-out race bike that’s responsive and aggressive but its variable geometry through the unique Twintip fork makes it one bike to do it all.

The first setting with steeper angles and a lower front end is ideal for road racing. The alternative setting fits wide tyres, has slacker angles and is ideal for endurance rides and rougher tracks.

The smallest of our road bike range, with 20-inch wheels, short drop child specific handlebars and short microshift levers, the Frog Road 58 is perfect for younger children looking to experience a different style of riding. The frame has clearance to fit both slick road tyres and cyclocross tyres with more grip, making it the bike of choice for young, multi-discipline racers!

Our Frog Road 70 is geared towards children looking to experience both on and off-road riding and racing. The short drop handlebars encourage more time on the drops getting your young racer used to all positions on the bike. 10-speed gears with Microshift shortreach brake levers make braking easier and more comfortable for smaller hands.

All-City’s answer to what a modern road bike should be. An evolution of the revolution that started in 2012 with the Mr. Pink, taken to the logical next step through the righteous application of new technology. They have built it to be a ripping fast and efficient machine that shields the rider from road chatter and unnecessary fatigue allowing them to go further, faster, and have more fun.

NEED

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

48 | October 2021

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SECTOR GUIDE

9

10

11

12

9

10

11

12

KinesisUK

Acros

DT Swiss

Silca

R2 Road Bike

Baccara SLS

PR1600

Tattico Mini Pump

Distributor: Upgrade Bikes

Distributor: Oxford

Distributor: Madison

Distributor: Saddleback

Building on the success of its R1 (single chain ring) all-rounder road bike, KinesisUK has responded to dealer requests for a 2x version and introduced the R2 recently. It’s a modern day road bike ideally suited to those looking for a good pace in their ride with the added prospect of something a little more adventurous if wanting to head to some light gravel paths.

The new super-lightweight Baccara SLS rim with a rim height of 35mm and a modern shape offers you great all-round performance and cuts quite a figure in the mountains too.

Sapim CX-Ray spokes and Nineteen Road Disc hubs with straight-pull flange round them off perfectly.

If you’re after the perfect wheelset for riding through the winter, the PR1600s from DT Swiss might well be what you’re after. They’re the best value ratchet system disc brake road wheelset, and bring DT’s legendarily reliable and easily serviced hub technology in a top value package with a weight of only 1662 grams the pair for the disc brake model. They’re also available in rim brake guise.

The Tattico Mini Pump, with its easy-to-grip 6061 alloy barrel, is compact enough to fit in your pocket or mount on your bike, yet big enough to be powerful. It will inflate your tyre to 120psi faster than other mini pumps and its extractable hose fits Presta and Schrader valves.

NEED

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

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October 2021 | 49

A dedicated news service for the micromobility industry

micromobilitybiz (MMB) is a unique media outlet delivering regular updates to the burgeoning micromobility industry.

Interested in being involved?

It is the only dedicated trade news service for the sector.

For more information about MMB and its respective editorial and advertising opportunities, please get in touch via the details below:

Delivered by the BikeBiz team, MMB focuses on sustainable transport solutions, from e-bikes and e-scooters to bike-sharing and hire schemes.

MMB offers a free weekly newsletter, delivering the latest updates directly to readers’ inboxes, from market trends and product updates to Government initiatives and evolving legislations. With a database of over 4,000 professionals in the sector, MMB is a must-read for those with an interest in the business.

Our dedicated team can help you reach your business goals.

James Groves Editor 07801 291 961 james.groves@biz-media.co.uk Richard Setters Sales Manager 07794 805 307 richard.setters@biz-media.co.uk

SECTOR GUIDE

13 14

16 15

Mattone Seat Pack Distributor: Saddleback Mattone means ‘brick’ in Italian, which reveals the dimensions of this water resistant, 0.61L capacity bag. It attaches to the rails with a BOA Closure System and unzips the way a book opens, so you will find essentials easily, especially since the interior is designed to hold everything in place.

NEED

15

16

Weldtite

Arundel

XLC

Ceramic Lube 100ml

Mandible

Clipless Carbon Road

Distributor: Multi Distributed (weldtite.cc)

Distributor: Lyon Cycle

Distributor: Raleigh Bike Parts

Mandible is probably Arundel’s most iconic cage with its easily recognisable and often copied silhouette. With carbon layup wrapped around a foam core, its grip is the strongest of all Arundel cages. It’s great in extreme situations. Mandible cages have weathered the Grand Tours, the Spring Classics, Worlds, all of it.

Durable and elegant.

Clipless pedals don’t have to be expensive with XLC. These Look Keo compatible pedals are extremely competitive on price, yet without compromising on quality. A carbon injected body provides fantastic stiffness when laying down the power in a sprint or when climbing, as well as being extremely lightweight.

14

13 Silca

A lube for elite competition with technology to penetrate deep and protect the drivetrain in harsh conditions under the highest loads. Optimised to enhance the efficiency of the drivetrain providing ultra-low friction and effortless performance gains.

Used by Ribble Weldtite and Team DSM.

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

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October 2021 | 51

SECTOR GUIDE

17

18

20

19

19

20

Raceone

ABUS

fizik

X3 Bottle Cage

StormChaser

Saddle Bag

Distributor: Raleigh Bike Parts

Distributor: Raleigh Bike Parts

Distributor: Extra UK

Distributor: Extra UK

Ever since its foundation, Selle Italia has been at the forefront of saddle development. The Model X Green Superflow is further proof of that. 100% made in Italy not only reduces emissions generated by transportation, it also adds in an extra element of security to the product’s supply chain. You won’t find any nasty glue on this saddle either, as it’s been made of entirely recyclable components, allowing the saddle’s legacy to live on long after its useful life!

The product of years of careful design and engineering makes the X3 one of the world’s best bottle cages. A true all-rounder and the perfect accessory to complete your new road bike’s look and feel, with an array of colours to choose from. Lightweight, aerodynamic and perhaps most importantly, keeps a firm grip on your bottles over the roughest terrain. Potholes, pavé or cobblestones? Not a problem for the X3!

The StormChaser offers the right performance for any race: road, cross and even crit. It is light, comfortable, and extremely well vented with seven air inlets and 16 air outlets. The ActiCage, a structural reinforcement built into the EPS, offers superb protection, especially when combined with the increased lower edge protection around the base of the head.

Crafted from durable, PU-coated polyester fabric, the fizik saddle bag sports a minimalist design that delivers big on performance.

Simply strap it beneath the saddle, fill it with what you need and roll out. Welded seams and a waterproof zipper keep wet weather outside where it belongs while allowing quick access inside. Also features an internal mesh pocket to keep its contents tightly packed and rattle-free.

18

17 Selle Italia Model X

NEED

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

52 | October 2021

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TO ADVERTISE ON THESE PAGES PLEASE CONTACT richard.setters@biz-media.co.uk or call +44 (0)779 480 5307

EPOS & ECOMMERCE

56 | November 2020

BB-NOV20-PG54-56.indd 56

MARKETPLACE BIKE SHOP GREETINGS CARDS, GIFT VOUCHERS, BB-OCT20-PETER DOBBS.qxp_Layout 1 22/09/2020 09:52 Page 1 MASKS, BIKE FRAME LABELS, BAGS & OTHER PRINT

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19/10/2020 10:40

SECTOR GUIDE

Chains, gears and cranks 1

2

3 4

3

2

1

4

SRAM

XLC

absoluteBLACK

Cane Creek

XX1 Eagle DUB Crankset

Outer Gear Cable 50m

HOLLOWcage

Hellbender 70

Distributor: Raleigh Bike Parts

Distributor: Raleigh Bike Parts

Distributor: Extra UK

Distributor: Extra UK

SRAM explains that to create the best drivetrain possible, it went back to basics by reexamining and reengineering its crankset design.

The XX1 Eagle carbon tuned crankset is SRAM’s lightest, stiffest and strongest to date, largely thanks to new DUB technology. Not only that, but new chainring technology has been designed specifically for Eagle chains and drivetrains.

Need gear cabling for your workshop? Consider giving XLC a try. Offering comparative quality to other top brands, but at an extremely competitive price point, you’ve got nothing to lose by giving it a go! Stock levels are currently unrivalled on many XLC workshop products; meaning you can rely on XLC to keep the wheels of your workshop turning.

HOLLOWcage, a revolutionary mono-plate oversized pully wheel (OSPW) design is the quietest, best shifting, aerodynamic derailleur cage design created to date. The cage is compatible with Shimano 9100 and 8000 series derailleurs and offers a measurable wattage saving and a 12dB reduction in noise over a stock setup.

The Hellbender 70 bottom bracket is a premium bottom bracket designed for riders who value reliability and longevity without requiring ceramic bearings found in the 110 series.

The bottom bracket features 440c stainless steel bearings providing exceptional ride quality and reliability. The Hellbender BB is available in a range of fitments including BB30, PF30, T47, P41 and now BSA for 24mm cranks.

NEED

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

54 | October 2021

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SECTOR GUIDE

6

7 5 8

5

6

7

8

Gusset Components

Box

SunRace

Campagnolo

GS Chain

Two Groupset

Cassettes

Ekar Groupset

Distributor: Ison Distribution

Distributor: Moore Large

Distributor: Various

Distributor: Chicken CycleKit

After the huge successes of the Slink single speed chains, Gusset has decided to add a range of good value, functional and reliable chains to the range.

Riders and dealers know and trust Gusset for providing great quality products at good prices.

The 10 and 11 speed versions are also available in an oil slick finish.

The Box Two Groupset features the Prime 9 technology which is a counter-intuitive philosophy based on the less is more theory.

It embraces range without adding complexity. The outcome is fewer parts, reduced weight and increased durability. The wide range groupset although 9 speed is compatible with modern technology and most 10/11 and 12 speed wide/narrow chainrings.

It doesn’t matter on which terrain, from road to gravel and MTB, the SunRace cassettes are performing great. It’s not only the quality which is making the difference, another great advantage is that the cassettes have an excellent price/quality ratio. If you want to enjoy riding a quality product, with the knowledge that you have an excellent product for a fair price, SunRace would have the best solution.

Born on Mt Ekar, the 13-speed Campagnolo Ekar is the world’s lightest gravel groupset: reliable, durable and fast. With a wide range, close ratio and no compromise, Ekar is designed from the ground up to give you the very best performance, riding experience and reliability for gravel, all-road and endurance riding on the toughest terrain where you want to face and challenge yourself.

NEED

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

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October 2021 | 55

SECTOR GUIDE

9 10

11 12

9

10

11

12

Taya

MicroSHIFT

Izumi

Praxis

e-Tolve-121

Advent X

410 Chain

E-bike Cranks

Distributor: Oxford

Distributor: Hotlines

Distributor: ZyroFisher

Distributor: Upgrade Bikes

Taya has developed a range of chains specifically designed to deal with the greater torque and stress an e-bike delivers to the drivetrain. All current safety standards have been matched, plus the TAYA-DHT (Diamond Hard Treatment) means the chain also has up to HK 2,000 hardness, prolonging the life of the chain.

Available in Silver, TI Gold and TI Black.

MicroSHIFT’s flagship 10sp groupset is packed with features and brings an exceptional level of performance for the price. The shifter uses a smooth, ergonomic lever whilst the derailleur features a repairable ratchet-and-pawl clutch that can be adjusted to alter chain tension. The lightweight cassette has wider spacing than a 12sp cassette which allows for better performance in muddy conditions.

There’s no better chain for the price than the hard-working 410 series. Need extreme rust resistance? The 410TG’s special surface plating fends off the worst corrosion. Want a beautiful, long-wearing chain to match your frame, wheels, or grips? With six different colour combinations including the signature Jet Black/Gold finish, there’s a 410 that’s perfect for your ride.

Praxis has a high reputation for precision after market and OE crank sets based on its innovation and expertise in precision alloy forging and proprietary hollow carbon moulding. But did you know it also offers a wide range of replacement/upgrade e-bike cranks both in 2D forged alloy and carbon?

NEED

? - THINK CHICKEN For the full range visit www.chickenb2b.co.uk

56 | October 2021

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@contityres conti-tyres.co.uk

BB-APR21-CONTINENTAL.indd 1

24/03/2021 12:43

EVENTS We look ahead to upcoming cycling industry events...

SEA OTTER CLASSIC

7th-10th October – Monterey, California ‘The 2021 Sea Otter Classic, “A Celebration of Cycling,” will be held at Laguna Seca Recreation Area, Monterey, California, USA. This four-day, action-packed cycling festival features a full schedule of amateur and professional events, as well as other activities for family members of all ages. The Sea Otter Classic also plays host to the world’s largest consumer bike exposition.’

CABDA WEST

12th-13th October – Ontario, California ‘For the third annual CABDA West event, the show will be moving to a bigger, newer facility in Ontario, CA. The new location puts us closer to the bulk of our attendees and gives us the space to keep our seminars, meetings, exhibits, and special events all under the same roof. Traditionally held in January, our 2021 edition will take place in October due to COVID-19. We can’t wait to welcome you to our new home in Ontario!’

BESPOKED

15th-17th October – Harrogate Convention Centre, Yorkshire ‘2021 will mark the tenth anniversary of Bespoked and we’re excited to celebrate a decade of gathering the world’s best handcrafted bicycles and their makers together under one roof. At Bespoked, most of the bikes on show will have been commissioned by individuals, and are the result of a partnership between customer and maker. Many bikes on show will be previously unseen – Bespoked is the highlight in the framebuilders’ calendar and they all work hard to bring something special to the show.’

ROULEUR LIVE LDN

4th-6th November – Victoria House, London ‘Rouleur Live LDN returns to host the stars of the sport alongside the finest bicycles and kit at London’s iconic Victoria House over three days this November. Amongst the first names to be announced as guests is Ineos Grenadiers’ Tour de France winner Geraint Thomas who headlines the Rouleur Live Theatre. Formerly known as Rouleur Classic, this year the show’s name has been changed to Rouleur Live to better reflect what it is – the embodiment of the magazine in an exquisite exhibition format.’

58 | October 2021

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THE PERFECT COMPANION FOR LEISURE CYCLING Bags | Baskets | Rain Clothing | Saddle Covers | Bells | Pet Carriers

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