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from the editor TURNOVER IS VANITY, NET PROFIT IS SANITY UNFOLDING before our very eyes is something monumental, not seen since the internet met the shopping cart. We’re in the midst of a foundation shift in the industry and the causes are many. Whether you’re sailing the storm aboard Schiller Bike (check them out, a great money spinner for waterside bike shops), adapting your model, or sadly forecasting further declines in revenue, there is no one size fits all remedy. At the start of the year we saw a groundshaking acquisition featuring the two internet giants and buried in there was a lesson for us all. Turnover is vanity, profit is sanity. Of the two big fish, although both frequently guilty of selling below retail price, there was a marked difference in NET takings and it’s genuine profit, all things considered, that’s worth focusing on. It was put to me recently by a certain Gary Fisher that in car showrooms around the globe the savvy salesman has accounted for wages, down the line service costs and every other potential outcome long before he cuts you a deal. You made a killing off the toy scooter/hoverboard trend, right? But how many returned with a wheel hanging off, crying child in tow of angry parent? The ramifications are many fold in what seemed on the face of it to be easy money. There’s man hours lost, return and warranty and potential for poor online reviews, among other things. I’m sure your crystal ball is no less foggy than mine, but sometimes it pays to look at the bigger picture. Parallels are often drawn between the auto industry and how the cycling business operates and why not? The cycle business can at times be introverted, closed to new ideas. On a recent visit to the Interbike trade show I was startled overhearing conversations on e-bikes. The opportunity is widely dismissed in the States, but embraced with open tills on mainland Europe and increasingly in the UK. Still a sceptic? I was once, but times have changed and our dedicated e-bike pages only further amplify the noise from this sector. This is often revenue above and beyond bike sales, it’s a new demographic and soon it’ll be you too. It’s taking inspiration from out of the box ideas that drives success stories. In the very same interview with Mr. Fisher I learned of a New York City clothing retailer who will let you try on their clothes but not take them away. Bonkers, right? Not exactly. This retailer calculated that the man hours spent refolding clothing was costly and instead opted to allow customers to try clothes on in store before shipping them to the customer’s home address. A far from obvious cost saving, but you can see the logic. And all of this will be the mission statement of the CyclingIndustry.News Trade Journal. Our approach will revolve around scouting the globe for best practice examples, market reports, trends and new ideas. No matter how left field, if it opens our mind to new methods to drive up your profits it’ll feature here in these very pages. We think you’ll find this a very different read and we hope one that you’ll keep on the shelf instead of consigning to the wood burner at the end of the month. Until next time, please feel free to get in touch to let us know how we can help your business, investigations you’d like us to undertake, or simply to share your take on the modern bicycle business. All the best in business.
Mark Sutton @CyclingIndustry @MarkSuttonBike mark@cyclingindustry.news www.cyclingindustry.news
ISSUE 001 O1 // 2017
Publisher Jerry Ramsdale jerry@cyclingindustry.news Editor Mark Sutton mark@cyclingindustry.news Sales Executive Logan van der Poel-Treacy logan@cyclingindustry.news Head of Production Luke Wikner luke@cyclingindustry.news Published by Stag Publications Ltd 18 Alban Park, Hatfield Road St.Albans AL4 0JJ t +44 (0)1727 739160 e info@cyclingindustry.news w cyclingindustry.news ©2016 Stag Publications. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without the prior permission of the publisher. The Publisher cannot be held responsible or in any way liable for errors or omissions during input or printing of any material supplied or contained herein. The Publisher also cannot be held liable for any claims made by advertisers or in contributions from individuals or companies submitted for inclusion within this publication. The opinions expressed are not necessarily those of the Editor or of Stag Publications Ltd.
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the professionals WHAT DOES THE FUTURE OF BIKE RETAIL LOOK LIKE...? We’re kicking off with a biggie, the one for which we’re all crystal ball gazing at present. What might bike retail look like in just a few years from now and how can store owners adapt their businesses to meet some of the unprecedented challenges facing the traditional bicycle business. Mark Sutton asks the opinion of four very different retailers… Mick Murphy Mickey Cranks
1: Can it be ‘traditional’, or has that time passed? Mick Murphy, Mickey Cranks Evolution is the key to modern retailing, the landscape is changing so fast that its challenging, but not impossible to keep up. We are constantly looking forwards and trying new things, as a small business we are able to adapt quickly, unfortunately the distributors cannot adapt as quickly and the manufacturers even less so. Kevin Moreland, Bainton Bikes What is traditional? For me a traditional bike shop has the workshop as its main hub, where everything can and will be fixed. This doesn’t bode well in an industry where more and more parts are made to be replaced and not repaired. That said, I do believe that in areas where there are a range of bike shops a small number of the traditional shops will remain, but others will need to diversify to meet their customers’ requirements. Anonymous retailer, Leeds That time has gone for anyone coming
Kevin Moreland Bainton Bikes
Jon Askham Kinetic Cycles
into the trade new or in the last 10 years. All the retailers near to me (say in a 25 mile radius) that are succeeding with traditional models are very well established players. As far as coming in and carving a niche goes, I think you to be careful because of how fashion driven the industry is. Fixie, fat bike, road, plus and e-bike; stocking up heavily for those could have written my business off at any point in the last five years. Jon Askham, Kinetic Cycles The high street is going through a big resurgence. A bike, for most, is still a considered purchase; people would rather go and see a product and talk to someone who they can trust. 2: Is direct to consumer to be embraced and if so how, or is the threat to the retail impassable? Mick Murphy, Mickey Cranks Direct to consumer is a reality and isn’t going away in a hurry. Recently Boardman Bikes shunned IBDs to go direct. They only formed a tiny percentage of our sales so were no
Anonymous retailer Leeds
real loss to us, however, some IBDs worked really hard to build their Boardman Elite range and have therefore effectively stabbed them in the back after all of their hard work. Our personal experience from the Boardman Elite sales was that 90% we sold in store and the remaining 10% came from people finding them online. Therefore I have to wish them good luck. There is no coming back to IBDs if it doesn’t work. Anonymous retailer, Leeds My worry with embracing direct to consumer is that we are just swapping top down inflexible tradition suppliers/importers for newer top down inflexible systems. Jon Askham, Kinetic Cycles Some people will buy always based on price, that’s unavoidable and typically they’re not worth the effort. Concentrate on those who buy on value. As a bricks and mortar retailer, you can offer significantly better value when it come servicing, advice, fitting and other services.
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the professionals WHAT DOES THE FUTURE OF BIKE RETAIL LOOK LIKE...? 3: How big a part will mobile play and do you foresee it to be financially viable for the long-run? Mick Murphy, Mickey Cranks Mobile currently is no threat to IBDs. CyclingIndustry.News recently ran an article on Beeline Bikes’ mobile franchise in the USA, which has a fleet of 31 vans. On the face of it, this sounds impressive, but when you consider you could fit the UK in the USA 40 times over, then 31 vans is like having one in the UK, so us IBDs are not quaking in our boots just yet. Anonymous retailer, Leeds I’ve looked at this and the prices that the trade currently charge for work performed, well I can’t get it to add up. A van on the road, staff, insurance; I just can’t see the UK cycling community willing to pay what mobile will need to charge to be profitable. That Velofix thing makes me laugh. In my opinion, the only folk making any money out of that will be head office. A local mobile mechanic here has just gone bricks and mortar because "all I got was the Tesco heaps that bike shops priced out of the door..." Jon Askham, Kinetic Cycles Tricky to say, but it’s not something we see ourselves getting involved with at this time.
4: How can online work for the independent, if at all? Mick Murphy, Mickey Cranks Online is a great place to market your products to local customers who will check your site before traveling, but sales will always go to the cheapest supplier, so it’s not a sustainable long term business model to compete for them. Kevin Moreland, Bainton Bikes We can’t compete with the bike players for online sales. We have a number of skilled mechanics, tour guides and cycling experts work with us, but I would of thought less than half of them would of even heard the term SEO and META, let alone know how to develop a website to draw customers to our site. We see our website more as a window to our shop and hope people will contact us and visit us based on what they see – that said, we struggle to keep it up to date. Anonymous retailer, Leeds I just can’t see it. I have other hobbies outside of the industry and I’m as bad as cycle consumers for looking for the cheapest available. The only independent I know that does it lists all his stock on his website at full RRP and sells it when the usual suspects have run out and someone is desperate.
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Jon Askham, Kinetic Cycles We use the internet as a tool for engagement mostly. You’re never going to compete with the big boys and their grey importing and huge warehouses. What you can however do is foster a community. Show off product, sure, but use it to attract people to the stores and build relationships. 5: What portion of your business’s net profit stems from sales, workshop, hire and other services? Kevin Moreland, Bainton Bikes In order of importance, I’d say our greatest level of turnover comes from new bikes, accessories, workshop trade, hire bicycles, cycling holiday trade then used bike sales. If we’re talking profit, hire and tours returns the best yield, but we certainly couldn’t survive on this alone. Anonymous retailer, Leeds Three years ago was sales and workshop revenue split the business down the middle. Now sales equate to 25% if I’m lucky. Having grown our workshop we now have a great reputation of suspension servicing and for the more difficult technical repairs. Jon Askham, Kinetic Cycles Our workshops are very busy, but we also sell a lot of nice bikes. The work-
shops are very profitable. Over the summer months the workshops can sustain the costs for the shops and anything else we sell is a bonus. Our biggest growth sector is ‘high-end’ product however, although on slimmer margins, it’s a fantastic top-up. We also have a coffee shop. It’s now regarded as a cliche, but it’s a great additional revenue stream, plus acts as a venue for hosting classes and talks. We have also created a studio space that we use for bike fitting and physical therapy, which is also sublet to various local businesses to use for complimentary activities. 6: How big a part of your business are the following: Mick Murphy, Mickey Cranks • Bike Fitting: a small part. • Cycle to work scheme: a small part. • Finance business: a small part. • Cycle hire: None. • Cycle training: None. • Demos and events: This is majorly important to our business plans for the future. Kevin Moreland, Bainton Bikes • Bike Fitting: Relatively important. • Cycle to work scheme: low turnover. • Finance business: low turnover. • Cycle hire: Very important. • Cycle training: Relatively important.
Anonymous retailer, Leeds • Bike Fitting: Not interested. • Cycle to work scheme: Not part of my business model. • Finance business: Something we’re exploring. • Cycle hire: In the right place it could work. Not for us though. • Cycle training: Not for us. • Demos and events: We are actively doing more. Jon Askham, Kinetic Cycles • Bike Fitting - Huge • Cycle to work scheme - Huge • Finance business - Growing • Cycle hire - None • Cycle training - None • Demos and events - Huge 7: How have you adapted your business to market conditions in the last three years and how do you plan to going forwards? Mick Murphy, Mickey Cranks We intend to be flexible. Every year we write a new strategy and marketing plan. We’ll work with the distributors and brands that support us and ditch the deadwood that clear their leftover stock to the big online chains. Kevin Moreland, Bainton Bikes We’ve increased the range of hire bikes we offer and are now focusing
on extending the hire range out into a wider national range. Some exciting news to come here! Anonymous retailer, Leeds We have set up a second workshop so we can increase our throughput. I know this is about the future of the independents but I can’t help but mention this; I think the manufacturers are finally cottoning on to the fact that letting a few outlets sell your product at knock down prices is bad for your product. We won’t do buy-ins, ever. If a manufacturer wants a commitment from me then as far as I’m concerned they have no faith in their product. Jon Askham, Kinetic Cycles We know our market now and cater to it. Typically that means stocking more high-end product and a varied array of clothing, parts and accessories. Listen to your customers, if you see a trend of asking for a product, stock it. Obviously be careful and don’t load yourselves up, but do give the people what they want. Also, electric bikes; like them or loath them, sales are on the up and it’s a bandwagon well worth jumping on. Thank you to our panel... Bainton Bikes • Baintonbikes.com Mickey Cranks • Mickeycranks.com Kinetic Cycles • Kineticcycles.co.uk
Want to take part in our next Professionals Panel...? Contact
to register your thoughts.
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(( COUNTERFEIT TRADERS ))
COUNTING THE COUNTERFEITERS In March of this year the World Federation of Sporting Goods held a joint operation targeting the cycling world alongside Italian counterfeiting investigators. The result was some €9 million of hooky goods removed from circulation. Mark Sutton talks to Michele Provera, VP at Convey SRL about the battle to keep the fakers at bay… YOU’VE undoubtedly had them in the workshop, perhaps without knowing. You might also hve scrolled past them on mobile shopping apps. If you’ve seen video demonstrations of how easily they snap, you’ve almost certainly warned your customers to think twice before buying from unverified sources. The counterfeit epidemic continues to pose an enormous threat not only to the end-user who, at best, places their teeth in the firing line, but also to bicycle industry coffers, which are bearing the brunt of the Chinarello and the F(ake)SA, among other commonly copied goods. Indeed, in the past few years the problem has spiked, according to experts in the sector. Step in Convey SRL who, among others, are taking the fakers down on behalf of cycling businesses around the globe. With the help of some sophisticated proprietary software, thousands of online listings are monitored daily for unusual activity and infringements. “Only focusing on our clients in the cycling industry, since 2013, we have deleted more than 250.000 abusive offerings, banished more than 20.000 shops and blocked more than 12 million Dollars of counterfeit revenues,” says Michele Provera, VP at Convey SRL. “Certainly we are seeing more clients stem from the cycling world.” It’s the indiscriminate approach counterfeiters are taking to copying that is keeping Convey’s software busy. “These abusive manufacturers and sellers are not mono-brand boutiques. On the contrary, they are simul-
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taneously counterfeiting multiple brands within the same industry. If one seller is caught several times selling counterfeit products of a specific brand, the seller starts wondering: ‘why should I run the risk of having my entire business shut down for imitating the products of a brand?’ Thus, we are seeing many counterfeiters who, after getting their account frozen, are shifting to other unprotected brands, and stop tarnishing the companies which are under our protection.” Having become adept at evading justice, the worst offenders know that the cycling industry’s brands can take a complacent attitude to counterfeiting at times, afterall, taking the time and money to track every instance can quickly sap the energy of companies running on slim resource. “These criminal enterprises evade justice only when the brand owners ignore or choose to ignore the problem of counterfeiting,” explains Provera. “We believe that in most cases brands are unaware only because they can’t have a 360-degree overview over what is happening on the web. Running across dozens of abusive listings is one thing, but when Convey shows them the whole picture, they are often impressed and shocked. That is the true difference between a rough idea and the evidence based analysis.” Far from just affecting the cycling business, Provera explains that counterfeiters often cluster together, occupying whole districts. In another sting alongside clients in the industrial sector, Convey achieved the
Fakes are sold not only via websites, but increasingly via mobile shopping apps.
Image protection has huge value to a brand and its lawyers, argues Provera.
blocking of more than 25 million Dollars of counterfeit revenues, harshly hitting Chinese districts specialising in hooky goods. So is there a net return in taking action, or is turning a blind eye cheaper for a business? “The brands benefit in both revenue and image protection terms. Our methods are often appreciated not only by our clients’ legal departments, yet by the marketing offices as well,” adds Provera. “When fakes vanish from the web and consumers encounter only genuine products, the naïve and unprepared buyers (and there are lots) will not have the chance to buy imitations, or to be persuaded they’re getting a deal. Consequently, in addition to protecting the image and increasing the prestige of a brand, it is for sure our aim to divert abusive earnings from counterfeiters’ pockets to those of the brand owner.” It is within the sporting world that success has perhaps come easiest for those tackling the fakers. Much thanks to
a partnership with the World Federation of the Sporting Goods Industry, of which some of the cycling industry’s leading brands are members, the counterfeiters were dealt a major blow toward the tail end of 2013. “The objectives of our ambitious project with the WFSGI are being achieved through the takedown of the abusive offerings from the major online marketplaces, the shutdown of rogue websites, the regaining of control over hijacked or otherwise illegally used domain names, as well as the safeguarding of New Generic Top Level domain names through the registration of trademarks owned by WFSGI members at the ‘Trademark Clearinghouse’. “Under the project, we have removed more than 250,000 listings and blocked more than 20 million Dollars of abusive turnover. Accordingly, we consider our project with WFSGI one of the most successful. “ www.convey.it www.wfsgi.org
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(( MANAGE YOUR OVERHEADS ))
BUSINESS RATES: Start your appeal today and save £££’s However, the ACT has teamed up with RatesRecovery, ON the 30th September the Valuation Office Agency a leading business rates appeal company, to make the published new business rates valuations for all busientire appeal process as simple as possible. Simply nesses with a commercial premises. upload your current rates bill online and RatesRecovery Some values have increased substantially since they will take care of the rest, informing you were last set in 2010 so businesses are Step 1 if your new rates are incorrect and advised to check their new value and Visit carrying out an appeal on your behalf commence the appeal process now ratescheck.co.uk/actsmart to upload your rates bill on a no win, no fee basis. before it comes into force in April 2017. Ken Fosters Cycles in Manchester Check your new rateable value on the saved ÂŁ3,000 with the help of RatesReValuation Office Agency website. If you Step 2 covery. are facing an increased rates bills, you RatesRecovery will “Last year on the recommendation inform you of your new should seek professional advice as to rates valuation of the ACT we accepted an offer to whether you are paying the correct review our current status with amount. At the last assessment back in Manchester City Council. The Rates2010, nearly three quarter of a million Step 3 If applicable Recovery team were prompt and businesses in England and Wales chalRatesRecovery will appeal on your behalf professional. We have, over numerous lenged their business rates with almost with no upfront costs years, been approached by company’s one in three receiving a rebate. offering a similar service, but to no Due to the high number of successful avail. In this economic climate when every penny matters, appeals previously carried out, the government has now I would strongly recommend their services.â€? implemented ‘Check. Challenge. Appeal.’ (CCA), which For further information contact the ACT on 01273 427 can make the appeal process costly for ratepayers, both 700 or visit www.cycleassociation.uk in terms of time and money spent preparing.
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retailtherapy Time on your hands? Try consultancy We’re all acutely aware that customers buy online and that practice is, sadly, unlikely to stop anytime soon. All is not lost, however. Monetising that mindset is possible, with you the bike shop taking on the role of personal shopper, consultant and fitter. Aware that a customer’s clueless, but has money burning a hole in their pocket? Offer to sit them down in store and guide them through the purchases they need, offering charged per hour advice on sizes, compatibility and explaining the technical blurb that they pretend to understand. This method, though experimental, has the potential to offer you high margin activity only. You’re paid for your time, paid for piecing the parts together and you earn the trust of a future customer if the finished product satisfies their need to burn money. It’s an ‘outside the box’ idea, but let’s not pretend there’s any shortage of customers who think they’re experts until the package hits their doormat.
ideas for better retail
Be aware of local retail closures According to a report on the UK High Street by BIRA and the Local Data Company there was a net decline of 476 independent shops in 2015. As unfortunate as that is, opportunities can emerge from the dust. Think about the number of manikins available since BHS’s closure. The opportunity for a cut price upgrade to your merchandising can’t be knocked.
When the shop’s quiet, life hack Pictured here you’ll find a great DIY hack we’ve spotted on our travels. Yes, that’s a tree stump, sawn in half, mounted to a redundant old fork and with rotation on an old headset. Without doubt one of the best bits of shop DIY we’ve seen. Not only is it a great piece of practical upcycling, but you’ll get cycling journalists with too much time on their hands coming in and papping the idea for their Instagram/Twitter/Faceache. Free marketing is the best kind, we’re told…
We’re not perfect either... Be honest, how many times has a customer returned with the complaint of a tubeless tyre on backwards, pointed out a cable that’s missed the internal routing or the mechanic accidentally cut a fork steerer too short? Hopefully this is a limited occurrence, but we all make mistakes and they can sometimes be costly. Inspired by the old adage ‘measure twice, cut once’, have you thought about what reminders the mechanic could use and could these be printed at the base of a service sheet, or pinned to the board where your tools hang?
The card machine will break This one’s pinched from our July article “Opening a bike shop: Advice, common pitfalls and money saving tips”. It’s inevitable, just when you’re taking money for that decked out custom build the card machine will fail. Don’t get caught out, what’s your plan B for that eventuality? We strongly recommend checking out the aforementioned article, which draws on the combined knowledge of both experienced and upstart businesses.
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(( MOBILE BIKE REPAIRS ))
MOBILE MECHANICS... A sustainable choice for the future?
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One of the solutions you’ll often hear to the declining fortunes of the traditional independent bike retailer is going mobile. But what options are available in hitting the road and how financially sustainable can it be? Mark Sutton asks the experts‌ WWW.CYCLINGINDUSTRY.NEWS
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(( MOBILE BIKE REPAIRS ))
MOBILE MECHANICS...
W
hen PON’s bike division, the Accell Group and other goliaths in the cycling world are taking a keen interest in mobile mechanics maybe it’s time to take seriously what until now has operated in small numbers in the UK market. The former, in September of this year acquired Dutch mobile network FietsNED, while Accell tied into a “last mile” service contract with Beeline in North America. Difficulty accessing trade accounts has traditionally proved a barrier to entry for those starting on four wheels. Afterall, we all need a set of tools to get started. Skip forward just a few short years, during which a combination of increased online pressure, the rampant rise of direct models and increased overheads have largely come to fruition and most bike dealers are evaluating off-shoot business, if not complete transition. Times are changing, that’s a certainty. What to do about it, well that’ll give you mixed responses. In the United States where bike shops are fewer and further between than in the UK, mobile has seen many reportedly turn a profit in good time. It is estimated that a population of around 500,000 is required to break even on what will typically be a lower than bricks and mortar overhead. In cities, therefore, the opportunity could be worthwhile if you can stake your claim on a territory. One of the leading franchises is Velofix, a business that has now declared its ambition to franchise in the UK. Founder Chris Guillemet outlined that there will be a few subtle differences as the vans begin to roll out in Europe under the guidance of former Canyon executive Ward Grootjans. “Our mechanics in North America earn well above ‘industry standard’ or what they can earn in a traditional bike shop environment. The owners of the Franchises have even more up side opportunity for profit. We are a royalty based business (8% of gross earnings) so if our Franchise Partners are not profitable they will not be able to pay the royalty,” outlined Guillemet.
Chris Guillemet of Velofix, who are now to expand into the UK.
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The start up costs in the UK will be similar to those on the other side of the Atlantic, which come in at $25,000 franchise fee, plus $90,000 for the roomy Sprinter van and full internal and external build and branding. Unlike in the US where Velofix provides much of the van’s stock, in the UK fleet vehicles will be stocked directly from the UK’s distributors, says Guillemet. “For the UK we have territories available. The basic costs are one franchise fee, the cost of the Sprinter and the first load of Inventory. The Franchise Fee secures a protected postal code territory. We have not finalised costs at this time, but we expect to be in line with North America costs.” An already established option for the UK mobile mechanic is the 70-strong Cycle Tech network, as managed by Martin Wilkins. Choosing not to go down the franchise route, Cycle Tech is self described as a resource enabling better access to goods and promoting services locally, as well as a network of relationships between individual mechanics and trade suppliers. Wilkins told CyclingIndustry.News: “Like any business, there are always new start ups and those going bust, as well as those making a good living. A new business setup as a mobile bicycle mechanic is no different than setting up a bike shop when it comes to working out the figures. As a sole trader, you will be different to a limited Company. You will need to assess if the business is to be VAT registered, will there be a need to borrow money, have savings, or a partner who will support the business for the first six months.” Wilkins offers that people most commonly overlook how crucial cash flow is. Despite often proving difficult, Wilkins advocates that setting cash to one side on a monthly basis is essential to surviving the rainy days. “There is a North/South divide when it comes to charging,” says Wilkins. “London, home counties and affluent areas can charge a better hourly rate for servicing and repairs. Also, those working these areas see more bikes and higher-end, meaning they can also make a better margin on parts. I often see the same problem in that many businessmen are not charging enough for their services.” Well managed, Wilkins echoes Guillemet in saying that it is entirely possible to turn a profit in year one. It is, however, important to be realistic on annual running costs and chargeable hours. To successfully earn a £30,000 a year salary, as well as cover the average £15,000 overheads and turn a £7,000 profit, CycleTech suggest that you’ll need to charge £38.52 plus VAT an hour. Mark up on parts sold can further be used to cover costs and restocking requirements. Not everyone’s convinced though. Numerous bike shops we’ve spoken to have assessed what has been billed as a big opportunity to simplify their service offering and all things considered, not been able to make the numbers stack up.
COST ESTIMATES according to Martin Wilkins of Cycle Tech SET-UP COSTS Based on a mobile onsite service, working 5 1/2 days a week (30 hours productive) 45 weeks a year, working in an average location, working on mid-end bikes charging £40/hour and a turnover of £60k in year two.
Steve Baskerville, owner of workshop only business Bike Spanner in Northern Ireland told us that he has, for the time being at least, shelved his mobile plans. “I have crunched and crunched the numbers, for me they just don't stack up. That is unless I was able to find anyone willing to pay me for a franchise, which I feel unlikely. As a one man band you could just about make it work, but even then I'd say you're more likely to just about break even as make a decent living.” A former traditional bike shop owner himself, Baskerville’s story is an interesting one. Earlier in 2016 he closed up in favour of an opportunity in a local shopping centre, within which he has established a bricks and mortar workshop only operation. And it’s going well, he says: “We've got plans for another two Bike Spanners next year, so that's my focus for the brand now. I will revisit it, but not for a while. I suspect eventually, if I get enough Bike Spanners opened I'll start a mobile service just so I can play with it and see if in the real world it can work. On paper it looks difficult though.” The final topic to be addressed is; can the two live sideby-side and perhaps even pass business back and forth at peak times? Alf Webb of long-serving cycling industry mechanic school The Bike Inn feels so, but on the proviso that mobile operators undertake rigorous training. “I do see many people think they can do this type of business setup in a few weeks. They have done a few jobs on their own bike and often believe this is sufficient to start their own business. In the early days there was some friction between shops and mobile,” says Webb, who has been tutoring since 1991. “But there seems to have become a situation (encouraged by us) whereby a rapport has been developed between shops and trained personnel that has and is still working well. We regularly have e-mails from our former students about this. Accounting for our students, the number of fulltime mobile mechanics including pickup and return in the UK? I am thinking it’s a minimum of 170 to 200 at present.”
The minimum costs of the essentials Used Van high-top mwb £10,000 plus VAT Training: Tool kit: Van racking, storage: Stock: Sign writing: Stationary (Invoices, business cards: Website: Total
£12,000 £1,800 £2,000 £500 £2,000 £500 £300 £50 £19,150
Extras Cash flow (Back account) Security locks Awning Marquee
£1,000 £200 £500 £300
Running costs (Yearly) Business insurance £300 Van insurance £600 Vehicle tax £180 Van service/maintenance £400 Van fuel £1,500 Business bank charges £300 Advertising £100 Admin, accounts £300 Consumables £50 Specialist tools £500 Ongoing training £200 Cash flow, savings for TAX, NI £0 (year 2. £3,600) Buying parts, stock £6,000 (year 2. £14,000+) Phone, internet £500 Web/domain £50 Total £10,980 Extras • Loan repayment & interest • Van leasing payment
Interested in going mobile? • Velofix: inquiries@velofix.com • CycleTech UK: info@cycle-tech.co.uk
Training... • The Bike Inn: bike-inn.co.uk / 01406 371273 • ATG Training: atg-training.co.uk / 01296 674995 • Cycle Systems: cycle-systems.co.uk / 07726 921002
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Tutorials to help you keep your customers happy... Bleeding Rockshox hydraulic remotes
By Julian Thrasher, ATG Training
There can be a number of reasons why a Rockshox Reverb dropper post or fork lockout can stop working, but the most basic reason is air in the remote and hose. There are a few different types of the Rockshox hydraulic remote lever, the ones with gold adjusters are the XLoc type used on the fork and rear shock lockouts and the black (or silver) adjuster types are the speed adjusters used on the Reverb dropper post.
The remote bleed process is basic, but there are a few extra tips we’ve found that can assist the procedure. 1... You will need to remove a Reverb Stealth dropper to access the bleed screw. Make sure the bike is supported throughout the procedure. If you can, lower the workstand to hold the post. If the Reverb is an external type, then move the clamp to position the remote higher than the bleed screw. XLoc remotes will naturally be higher than the lever bleed screw. 2... Use a T25 Torx key to position the remote so that the bleed screw is slightly higher above the lever. 3... On the XLoc remotes it’s important that the lever is in the fully extended position. Reverb remotes should naturally rest in this position. 4... The instructions will tell you to turn the adjuster so that it is wound fully out giving maximum volume to the remote (in the direction of the arrow for the XLoc – in the opposite direction of the arrow for the Reverb) We have found some good results by winding the adjuster all the way in (the reverse to what the instructions say) If by following the instructions you find the post only to extend in the fully fast position and be locked solid in the full slow position, then repeat the procedure with the adjuster in full fast (Reverb) 5... Fill one syringe ¾ full of Reverb oil and the other a ¼ full. 6... Remove the bleed screw on the post or crown lockout and thread in the ¾ full syringe. 7... Remove the bleed screw on the remote and thread in the ¼ full syringe. 8... Cycle the oil between the two syringes. This will purge the air from the system. You will find pressing gently on one syringe whilst pulling gently on the other syringe
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Tools required: Safety glasses, Nitrile gloves, Reverb bleed syringes, T10 and T25 Torx keys, Rockshox Reverb oil (or 3wt) Blue cloth and a drip tray.
achieves the best results. Continue until no more air bubbles emerge from the system. If the oil is severly discoloured you will need to remove the syringes, dispose of the old fluid and refill and repeat the process until the oil runs clear and free of air in both syringes. 9... Balance both syringes so they are ½ full 10... Remove the crown or post syringe and thread in the bleed screw. 11... Press down on the remote syringe to ensure the lever is fully extended and then push the lever whilst gently pulling on the syringe. This should dislodge any remaining air bubbles in the remote. 12... Give the remote syringe a final press and let the plunger pop back up on its own. Unthread the syringe and replace the bleed screw. 13... If the system has been correctly bled then the remote lever should be solid to the press and not extend when pulled 14... If the lever does then there may well be air still in the system. Unscrew the post or crown bleed screw and thread in a ½ full syringe. Push on the syringe and feel the remote lever become solid. Press the syringe and allow the plunger to return on its own. 15... Unthread the syringe and ensure there is a pool of oil in the bleed port. Thread in the bleed screw. 16... Function test the system to ensure successful operation. And finally... Wipe off any remaining oil from the remote and post and return the remote and post to the rider’s desired position.
Hopefully, by following this procedure your next hydraulic remote lever bleed should go a lot more smoothly. Happy spannering!
(( MARKET REPORT ))
BIG DATA Notoriously hard to come by accurate data, it takes some determination to build an accurate picture of the UK bicycle market.
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n the past, coming by concrete statistics have been complicated by a general industry reluctance to share data, something which the Bicycle Association of Great Britain has identified as a development priority. In moving forwards, The Bicycle Association has begun to actively drive new membership, as well as collate anonymised data from partners. This, it is hoped, will eventually lead to a hymn sheet from which we can all confidently sing and in particular offer Government departments as a case for investment in cycling. But this requires you in the trade to give up your numbers, something which you can find out more about at the BAGB site at bicycleassociation.org.uk. The Bicycle Association’s Peter Eland Technical Manager told CyclingIndustry.news: “We have decided to leverage the data to date from this market intelligence initiative, and the support of SQW, by asking them to produce an "Economic value of the cycle industry" report. We have found that Government ministers and senior civil servants take a very broad brush approach and want to focus efforts where they see significant impacts for jobs, the economy or health. A headline figure for 'economic added value' is what they need to hear.” At the time of writing, we were able to sneak out snippets. The data will reveal the UK market to be worth £2.6 billion in annual revenue, be responsible for 23,000 jobs and contribute £500 million to treasury coffers in sales tax. A further £100 million in income tax contributions also sweetens the Government’s take. We can also determine, much thanks to analysis from the Confederation of the European Bicycle Industry, is that Great Britain is second largest in Europe in terms of market sales of bicycles at 17% of the pie, sat only behind Germany at 21%. France (14%), Italy (8%) and Poland (6%) round out the top five. The independent retailer, though by our own database calculations slowly declining in number, remains important with market share estimates ranging 35 to 40%. This is marginally ahead of Halfords, which at the latest count commands the market’s largest chain of 462 own label stores. A further 11 Cycle Republic stores, largely found in London, are the foundation of
I
what the retail giant has speculated will be up to 100 branches nationwide in the coming years. Having spent some £18.4 million on Wales’ Wheelies and Tredz assets, the market force is not only posturing to capture a greater share of insurance replacement business and set to benefit from an enhanced cycle to work trade, but with the purchase is seen to be expanding the product portfolio which it can reasonably be expected to access. Speculation that the road boom is largely over is seemingly well founded. Informal industry estimates suggest that serious road bikes make up just 10% of the market’s sales and since 2013/14 have been declining year-on-year. Mountain bikes at 30%, bikes defined as hybrids at 26% and children’s bikes at 30% make up the bulk of sales in the UK. ELECTRIC BICYCLES Electric bike statistics in particular have proven a baffling topic, with official numbers suggesting the UK is well on the way to catching some of the momentum seen on mainland Europe. In Germany , depending on who you speak to, e-bike sales make up between one in 4 to 8 bike sales. In the Netherlands, trade organisation RAI place power-assisted sales at near one-in-three. “A note of caution” is advised when viewing the UK’s stats, warns Garidis. At a members meeting earlier in 2016, members largely agreed that something is not as it seems, with suggestions that other power assisted goods such as ‘hoverboards’ or scooters may be skewing figures. If specialist distributors sales are anything to go by, finally the UK market is accepting of the product. EBCO, for example, have doubled the total volume of their business by stock this year with the introduction of a mass volume price point, ranging £799 through £999. Of the Pulse line, co-founder Paul Stanforth said: “We’ve worked very hard with our suppliers to ensure we can create a quality offering at a lower than usual price point,”
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(( MARKET REPORT ))
“Speculation that the performance road boom is largely over is seemingly well founded.”
says co-founder Paul Stanforth. “We were keen not to repeat the quality control headaches we experienced 25 years ago when we began shipping in mountain bikes, so in tandem with Trans X we’ve delivered affordable and reliable quality at an achievable for most price point.” Already a household name, KTM has enjoyed similar growth in the UK in recent years, with distributor Fli telling CyclingIndustry.News that turnover of electric to pedal-powered bikes is split almost down the middle. Colin Williams said: “Of the 400 dealers on our B2B around 150 of them now buy into the electric bike world, in fact we get on average one new call a day from a store looking to dip a toe in. For the first two years of selling ebikes I’d hand dealers a catalogue and they’d hit me with it, but with an average sale price of £2,500 to £3,000 mindsets are changing. There’s very little in the way of reluctance now. 80% of those carrying KTM products in the UK are stocking pedal-assist in one form or another.” 50 Cycles too, despite Kalkhoff’s decision to go direct to dealer in the UK, is a business boasting solid growth. Earlier this year the firm moved headquarters to a larger premises, having secured 30% growth in sales in the year to November 2015. That growth has continued into the tail end of 2016, says Snaith: “We’ve now dropped out of distribution, which gives us scope to ramp up the retail side of things. The objective is to grow our current network of four stores with partners and we anticipate having up to eight in the near future. “Since 2004 we have served over 24,000 customers. The last two of these years have seen a large pickup too, so the growth is sustained. During summer we can shift as many as ten to 15 bikes a day and these go for, on average, around £2,000 each. Come 2017 I’m determined to double our turnover. It’s a nice problem to have, but we struggle selling the cheaper electric bikes, they’re often left over at the end!”
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PRODUCTION It goes without saying that we’re lightyears away from where UK bicycle production was just a few short decades ago, but there are positives to be taken from recent analysis. Since 2007 domestic bicycle production has doubled, albeit from a base of just 27,000 units to the 53,000 produced in 2015. Much thanks to the UK’s premier manufacturer that figure is anticipated to skyrocket in the coming years. Speaking to CyclingIndustry.News earlier this year, Brompton’s communications executive Nick Charlier said: “The ambition is to be selling 100,000 bikes a year by 2022, so more than double our current output. Our new 84,000 square foot home has space for another production line, which will fire up at peak times. We’re soon to bring our paint shop in house too, which will save a truck load of parts going to Wales each day for powder coating. The facility allows us quite simply to become a leaner more efficient business. We’re planning in Q4 to move to a five day week from the current seven thanks to the expanded capacity. That, paired with the in-house paint work, begins to recoup some of the £2 million spent on the move.” Another giant in UK manufacture may soon emerge, if we are to take seriously the ambition of Cycles Perfecta’s Phil Dempsey. Having recently gone live with
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a manufacturing plant, assembly line and paint shop in Cheam, Surrey, Dempsey’s vision is to get competitive with Far-Eastern powerhouses. (Head to page 34 for the in-depth story.) “To begin with we’ll be capable of producing around 50 frames a week, working around a single eight hour shift. With a bit of soundproofing we can eventually move to two eight hour shifts,� Dempsey told CyclingIndustry.news. “But the market is there for us to produce 100,000 bikes a year in total and with automation that’s entirely possible. At the present time we’re already set to manufacture carbon frames for Lios and Pearson, but envisage that OEM interest in UK production will only grow as Far Eastern supply becomes less competitive. The lure of being in the same country as your production is strong for many now.� Another boon for the UK production story is the news that Pashley has signed a contract to supply London’s Santander-backed hire scheme. While bound by a non-disclosure agreement on exact numbers, general manager Stephen Bell did hint that a fleet of 12,000 six-year-old public bikes will need heavy re-enforcement. “We are a blip in the bigger picture,� says Bell, “But we’ve produced 10,000 bikes a year at a steady rate for years, with around 50 export markets served, so business is healthy. The re-emergence of the cargo bike segment is proving a particular success at present. Of course, since Brexit people are a lot happier to pay their bills and are in general ordering greater numbers.�
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The official line... Bike Moving annual totals (to August 2016) Units imported: 2,969,708 Change YOY: -19.85% Origin in order of volume: Philippines, Taiwan, Bangladesh, Dem. Kampuchea, Tunisia Electric Bike Moving annual totals (to August 2016) Units imported: 232,146 Change YOY: +237.94% Origin in order of volume: China, Taiwan, Hong Kong, Germany, UAE Bike Moving annual totals (to August 2016) Value imported: ÂŁ349,408,000 Change YOY: -12.25% Electric Bike Moving annual totals (to August 2016) Value imported: ÂŁ29,855,000 Change YOY: +144.36% Exports Moving annual Totals (units to August 2016) Units exported: 483,819 Value exported: ÂŁ63,892,000 Destination in order: Irish Republic, Nigeria, Belgium, Ghana, Germany (Disclaimer: The Bicycle Association urges caution on electric bike figures, pointing to anomalies in unit value and volume within official numbers)
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(( BIKE FITTER’S CORNER ))
BLAZING SADDLES An industry challenge... THE saddle is the most delicate part of the bike fit for a lot of people. I often see riders with brand new and very expensive bicycles fitted with their favourite old saddle, or customers coming to me with one bicycle and half a dozen saddles to try out. From a general riding and simple physics perspective, the saddle bears around 40-50% of the weight of the rider, so it’s a very important load-bearing point to get right. More importantly, the three anatomical contact points of the pelvic bone make finding a saddle that works holistically, as part of the full riding picture, an interesting one. We don’t have a lot of proprioceptive information to guide saddle choice, but we do have a lot of innovation and vascular activity. This is the starting point of why it is so difficult to know which saddle will work for a rider, and which will not. All bike fits are unique, by necessity, but the saddle choices of riders are even more personal, and this can sometimes lead to surprising results.
“Cyclists and cycling businesses unfortunately don’t want complex answers to problems.”
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By Jon Iriberri, Custom4.us An incomplete history of saddle fit Diversity in saddles has been quite a modern phenomenon. Up until relatively recently the choice of materials, shapes, sizes and underlying design theories was extremely limited. Some new approaches, new production methods/materials (and a lot of emotional marketing campaigns) have led to a growing market of saddles for all sizes, disciplines and price levels. Some saddles have proven to be extremely successful for many riders, while others have wallowed in near anonymity cherished by just a few. Part of this is because, while intentions and questionable marketing campaigns have always been good, supporting evidence for design hasn’t been. Saddle Sizing: Is it any use? After more than 10 years of promotion, courses and marketing strategies, most serious cyclists can confidently assert their saddle size or preferred model. But is that good? Not at all. As fitters, based on my experience, we cannot justify sizing systems as the one-stop solution for saddle choice, and there is no dependable independent scientific evidence supporting it either.
Trek/Bontrager and Specialized have had real market success with their Inform and Body Geometry systems, respectively, which use a pelvic floor to prescribe saddles in 130, 140, and 150mm widths. This success has forced other brands to adopt a similar approach and develop their own cut/paste sizing/customisation programs with exactly the same result - sometimes the saddle fits, sometimes it doesn’t. Width is rarely the sole reason why. In my experience testing, developing, fitting and attempting to work out a process for the above, the classic black box system of trial and error is a much more successful approach than sizing programs. That being said, why are sizing programs so successful? The simple answer is that they are easy to understand for the timeconscious bike retailer, and they make sense (on a superficial/surface analysis level) to the purchaser. Why are sizing systems unsuccessful from a bike fitting point of view? Because saddle width is just one very small factor in guiding saddle choice - which is as much about comfort as it is biomechanical performance.
years on, there is lack of verifiable scientific evidence regarding this mechanical solution to pelvic numbness. Culturally, however, the saddle cut-out is often touted as the best choice for (often inexistent) pelvic problems. Most bike fitters, even those with limited experience, can agree that the cut-out is not a silver bullet saddle. It often doesn’t work/fit. Even worse, the excessive lateral pressure concomitant with a cut-out section often leads to the development of previously inexistent pathologies. What is even more depressing is that, like with the sizing system analogy above, the commercial success of saddle cut-outs have led many brands to introduce models of this style into their range to satisfy public demand, even when they have no belief in this ‘solution’ whatsoever. Despite fitting statistics and evidence-based science suggesting otherwise, the saddle with the medial hole remains the most searched-for option in shops by unsatisfied customers hoping to relieve saddle discomfort.
Something new on the horizon? Research in the area of saddle design is slow. Let’s face it, it’s just not as sexy as a new carbon frame or wheelset. Some other factors to consider are: Things are not helped by the fact riders often stay with one • Amount, density, placement of foam/padding saddle model for many years – sometimes even for their • Horizontal wave entire riding careers. • Front-rear Profile arch Despite the lack of research, we do know more about • Side to side lateral convexity. the saddle adaptation process than we did 10 years ago. 20 years ago we knew literally nothing. Pressure mapping, The cyclist’s flexibility, pelvic sizing, core strengths and stability 3D devices and a better comprehension of the weaknesses, as well as general body postural scheme are pelvic function in cycling have all contributed to an empiralso hugely important in saddle choice, so it is incongruous ical background we can rely on for giving better advice. to overlook these multiple variables in favour of one single My personal success with recommending saddles has sizing criteria. A bike fit itself will affect how the rider sits improved a lot over time. In spite of this, and the technolon a saddle, and how a rider sits on the saddle will affect a ogy on offer, I still find there are some cases where it bike fit, so choosing a saddle based on a single charactertakes me two or three times to make the ideal selection. istic seems absurdly reductionist. I can’t explain why this is, but it’s an opportunity to learn Finally, I want to mention that the tilt of the saddle – the and an example of “the stochastic nature of fitting” (in inclination degree to horizontal line – is a major evidencethe words of Cyclefit’s Phil Cavell). based factor related to lower back pain. We are slowly exploring some of the black Despite the variety of saddles on the market holes and blind spots of the saddle parameand proliferation of underlying design theories ters/functional patterns equation, with an I have yet to see saddle tilt recommendations encouraging blend of science and experience of each model. Of any size, or any brand. combining to bring new products to market. Saddle cut-outs The difficulty we face for the foreseeable In 2000, one famous journal claimed there future, is that cyclists, distributors and was a correlation between cycling and some brands don’t want complex explanations to forms of prostatic dysfunction. The supportproblems. They want something easy to ing evidence was really quite poor, but as is measure or test and prescribe in the tradioften the case with sensationalised logical tional sales model format. Unfortunately, this fallacies, the myth grew and left many is not in the best interests of the growing cyclists feeling uncomfortable on the saddle, numbers of cyclists worldwide, or even the literally and figuratively. industry as a whole, and I wonder if our desire Enter the saddle cut-out, which was Saddle fitting today often involves for a quick fix fit-and-forget saddle solution scans for pressure anomalies heralded as the new messiah. Yet still, 15 may come back to bite us on the, erm… arse.
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(( SELLING TO WOMEN ))
GEARED UP FOR WOMEN... You’re something of a trailblazer in the US bike industry – tell us about your history in the bike world: I started riding a very young age. That was my main mode of transportation and to this day I still have my first “Schwinn Varsity 10-speed” hanging in my garage. We now call that “vintage”. My greater entry into cycling was when I relocated to South Carolina to attend graduate school and began cycling long distance. I absolutely fell in love with riding through the mountains of our beautiful state. Years later, having had children and finding myself on my own again, I turned to the bike as my place of healing. Going on long rides was therapeutic for my mind, body and soul. Having always had corporate sales jobs – going to work at my LBS after a downsizing was such a joy. Once again, I fell in love with another element of cycling. Not just selling the bikes, but leading rides and teaching others to ride. That is why our motto at Pedal Chic means so much to me; “Transform by bike”. We believe the bicycle ride and experience is truly transformational as it was for me. In 2003, I made a pitch to a cycling company with a design for women’s jerseys. It was way before the focus was on the female cyclist and my ideas weren’t well received. While working at the LBS, I pitched another idea to design a women’s section to focus on apparel and accessories that were more stylish and merchandising the department. This, too, was a bit before the market was ready. I had in my mind’s eye a boutique female-centric bike shop that had a blend between the hard goods and soft goods, merchandised in a more stylized and fashionable manner, yet providing a fullservice maintenance area – complete with a crystal chandelier. I left my LBS to go back into the corporate world. After the market crash, I found myself with few options. The idea of the women’s centric bike shop was pulling on me in a way that was almost tangible. I knew I had to at least try. Several months of work, research and diligence later, I opened Pedal Chic on 1st September, 2010 – and we were off!
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“Women over 50 years and older have 3/4 of the nation’s wealth, which totals about $19 trillion dollars.” Though across the Atlantic, you needn’t need much more information before assessing whether your store could do more to cater for female cyclists. Mark Sutton speaks to Pedal Chic’s award-winning owner Robin Bylenga about her approach…
What kind of growth do you foresee in the women’s cycling business in the next 5 to 10 years? As the national movement for multi-modal transportation grows, more “safe street” initiatives and the growth of global mobility, I foresee the women’s market growing exponentially. We must make our streets safer as fear is a major inhibitor for many women to take to the roads. Once we can get women biking, in all genres, they will be engage their children to ride as well, which is so very important. As retailers become more knowledgeable about what women want and how to sell to this demographic we will see massive growth in sales. Research data noted from a session at Interbike mentioned women over 50 years and older have 3/4 of the nation’s wealth, which totals about $19 trillion dollars. I would say that is a healthy market. The products are now more readily available. We have infinitely more selection at more affordable prices. Attention is focusing (albeit at a slower pace) on creating safer places to ride. With your background, what sub-trends have you watched emerge in the women’s market over the years and what do you anticipate will be a growth area in future? Just in the past few years we have seen many exciting, fashionable and functional designers enter the industry. This entails not just apparel, but accessories as well. The athleisure market was estimated to be a $20 billion market and the last data I looked over was that it was toppling over $40 billion already. This is a key relevant piece of information for our buying plan. Urban markets are growing, trends toward the “share culture” are important to watch and I foresee the e-bike trend rapidly taking hold, especially as our customers begin to realise this isn’t a recreation, but rather a mobility issue.
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(( SELLING TO WOMEN ))
In becoming a pioneer in female-focused bike retail, you’ve scooped awards and a customer base that travels from far and wide – had the US been missing an opportunity to tap into an under-served market? Absolutely. Daily we have women (and men!) come into our shop after having read about us in a publication. We have even had customers make special trips worldwide just to visit our store. In my opinion, our industry has had a tendency to focus on one or two genres of the market. The time to focus on women has arrived. For years we at Pedal Chic have believed that to reach the vast women’s market, it is critical to “meet them where they are”. That includes social events, social media and lifestyle publications.
Awards aside, you’ve generated some extensive mainstream press coverage – how have you built this interest and any marketing tips for others? We believe in the value of branding, storytelling and staying in front our of our customers in ways other than just advertising. Pedal Chic is about building community. We have a story behind our brand, I have a personal story and we have been incredibly fortunate that they have resonated with our customers and have assisted in growing our reach and building our brand. We also encourage our clients to share their own bike experiences and transformations to inspire and encourage other women to join the community of Pedal Chic and biking.
Since establishing a successful bike retail business you’ve gone on to become something of a public speaker – what do your talks entail? When asked to speak, the audience is always taken into consideration, as is the desired takeaway. When our shop first opened, I was asked to speak as to the validity of the women’s market and how bike shops might be missing the opportunity. Thankfully, that topic has been justified. Now, my topics include “How to Market to Women”, “How Women Buy Differently”, I co-authored a presentation at Interbike this year with Melissa Balmer of Pedal Love called, “The Art and Science of Selling Bikes to Women” which included the art of storytelling. I have spoken on a myriad of topics from entrepreneurship, merchandising and even how to set up a bicycle fashion show. The years we have spent collecting data and working almost exclusively with women have given me a great deal of insight that can’t be found in a focus group or on a survey.
Any key advice for bike shops out there on how to better serve female cyclists? I would highly recommend hiring and training women for the floor. Observe, build relationships and engage and respectfully educate your clientele. Provide an opportunity to build “her” community. We frequently survey our customers to better serve their needs and make sure we are providing what they want. With social media, the platforms are always changing. It can be exhausting, but it is necessary in this era. Failing that, hire me as a consultant? Staff interaction aside, how key is the retail experience to the female buyer – need it have a certain familiarity to mainstream stores? Experiential retail is the future. There is so much competition with other retailers and online – you must differentiate yourself and your brand. As for design tips,
“The showroom floor must flow and tell the story to engage the cyclist you wish to reach.” 026 // WWW.CYCLINGINDUSTRY.NEWS
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(( SELLING TO WOMEN ))
the floor must flow and telling the story to engage the cyclist you wish to reach. Consider the sensory experience of the customer as well – which is a topic I address in consulting and speaking. Have you in the past encountered any service issues yourself in other bike shops around the country? For some reason the service area of bike shops has an overall “intimidation vibe” for the majority of women. It is simply learning to communicate properly without the air of arrogance that helps our female clientele learn and feel empowered. It’s very helpful to create an environment where questions are encouraged and answered in a respectful manner. Personally, there have been times in the past where I was made to feel as if not knowing a mechanical element was somehow comparable to my ability to ride. Not cool. We have found that no matter the level or goals of the rider, the more we educate, the more confident she feels. And we are there to boost her confidence in whatever manner suits her, not us. You engage in grassroots efforts to get the unconfident cycling – why is this important to your business? It seems so much attention is given to the elite cyclist. We have worked very hard to “demystify” the world of cycling for those that wish to ride – no matter the level. Once you build someone’s confidence, they tend to ride more and come to events. Often, once they understand they upgrade too. We encourage customers to show up for community and/or group rides, events and to set personal goals. This in turn builds relationships, an exceptional experience, a community and a loyal customer. That is key to building business. For independent dealers like yourself – what would you say your greatest challenges are? I would say falling margins and the direct-to-consumer route from manufacturers. It simply astounds me when a rep comes in with a new product and almost brags about giving us a 33%-42% margin as if doing us a favour. The majority of retail operates on a keystone margin and boutiques operate even higher. We are continually challenged to find new ways to create business and to make margin while providing value to our clientele. Retail prices are skyrocketing and our business models as they stand currently cannot withstand the cost increases. That said, as the world changes, retailers must be willing to adapt and change as well.
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And what would you count as the main threats to business at present? The main threat is for an IBD to stay status quo and hope for things to get better. The change has to come within us, the retailers. There are so many dynamics IBD’s are facing. Everything is different than it was just a couple of years ago. Challenges include e-commerce, pricing structures, margins, rental rates, the changing consumer purchasing, and all the retail “noise” that challenge independent retailers to get their voice heard. How are you adapting to a changing bike retail model? We strive daily to keep our customer engaged in a retail experience that isn’t something they can find online. Our saddle fit, bike fit, special events, and customer communication programs are all parts of our strategic plan. What are the key things the industry needs to improve upon when catering for female and newbie cyclists? We always pay attention to proper fit, comfort (hands, saddle), and proper sizing. Women are especially sensitive to apparel sizing, so we strive to provide “true fit”. Safety features in new products we have seen of late resonate with all of our clients. Seeing new performance product that has a fashionable element has been long overdue and it is wonderful to be able to have choices. Cross-functionality of product (especially apparel) has been on the rise and as a retailer, it benefits us to be able to add value to our customers with a multi-use item. Newbie cyclists tend to have sticker shock not only on the bike itself, but with the initial investment of items needed. It helps to have more affordable choices available on the market.
(( COVER STORY UPGRADE BIKES ))
Endur(o)ing the storm 2016 will go down in history as a turbulent year for the cycle trade. Quick adaptation to unprecedented challenges has been required across the board. CI.N asks Rory Hitchens about Upgrade’s course through turbulent waters and plans for 2017…
The cycling trade in general has been quite volatile this past year, how has Upgrade sailed the storm and how’s the forecast looking going into 2017? Upgrade sails on a tight tack. We don’t carry large numbers of brands and are focused on making each brand work for dealer and Upgrade profitability. Our purchasing is closely monitored and that keeps us on-track with market trends, sales patterns and forecasted growth created through strong brand marketing. When there is as stormy market we think dealers gravitate to dependable brands and suppliers. Our forecast is still firmly an upward line, but with less gradient than the previous two years, which have been very strong indeed. Which trends are you investing in/predicting to be big in 2017? Digital accessories! Lezyne are spearheading digital pumps for accuracy and have new GPS computers that lead the way in battery life via a clever approach to the way they partner with your smart phone. Gravel and all-road cycling feature heavily too. Tyre companies are now offering bigger choice in 40 to 45mm 700c tyres and that is driving frame design, events and marketing. Finally, you can’t ignore Enduro. This trend continues to be strong and really
is a new tribe for an existing love of mountain bike riding. We established a new event for DMR Bikes “THE-EX” and with the V-Twin pedal and a new frame coming we have more DMR product in this sector. We are not involved with the large trend of E-bike, this is a complete bike business and we are not positioned for this. It’s a big-boys fight, but one that will work out very well for dealers and consumers. You spoke briefly on omni-channel and assessing your strategy here – what can you tell dealers about your approach going forwards? 2016 saw us take on United BMX in a distributor agent role. This was simple to activate and increased trade visibility for United, as well as giving our sales team more to sell. It could be that we look at other brands in this way where we bring our sales strength to the party, but stay away from stock or marketing. Last year direct selling was absent from our house brand websites - DMR and Kinesis UK – and we should make it clear that we do not intend to offer a complete catalogue direct. However, where there are support items like clothing, dropouts and small parts that can benefit the consumer experience of the brand, they are now easy to find and order on-
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line from the brand website. In addition, where we have products that have run their course with the trade, yet still have life with the consumer, then we see that a direct sell here is complementary to our focus on trade selling. The current example would be the SECT dirt jump range of DMR products. Perfectly great product, but has become invisible to the consumer via the trade as other trends have taken over. With Brexit having impacted prices across the board, how are you fairing on retaining value for money throughout the portfolio? The obvious and immediate impact of Brexit was the decrease in value of Sterling against the US dollar and the Euro. Where we have increased pricing (retail and trade) we have maintained the dealer’s margin. Our largest brand, Lezyne, has always offered the consumer great value for a quality product so we think that with popular products like a Pressure Drive hand pump that had held its retail price for a very long time, it was perfectly okay to increase slightly. We have not had any downturn in business from our actions and the best way we can retain value for our trade partners is to maintain good dealer margins, continue to drive strong demand with marketing and keep on top of availability.
KEY LINES FOR 2017 DMR Available for pre-order now for January delivery, DMR’s entry into the clipless pedal arena presents dealers with an interesting alternative to Shimano pedals. Having waited for the 25-year patent on the rotating centre to expire, DMR has put its own… spin, on a classic with the £130 V-Twin. Easily customised to the rider’s preferences with supplied nylon stacker plates, the V-Twin ensures the rider’s foot sits plush to the platform. The next step for the pedal, we were told, will be a magnesium bodied version, followed by a titanium axle. Elsewhere in the DMR portfolio, we were told of a new full-suspension frame due for CoreBike launch. Details are thin on the ground, but Hitchens said: “It’s our first aluminium frame and it’s got a hint of Bolt inspiration in the design. It’ll come with a Rock Shox shock and sell at around £1,500.”
Hitchens asks “How many DMR pedals have you sold over the years?” These are bound to fly out too.
Kinesis UK It’s been coming for a while having been back to the drawing board with revisions for yet fatter tyres, but the Tripster ATR v2 is now here. Adding thru-axle compatibility, internal routing and with a revised tubeset, the frame will now accept a 650b wheel, should your customer want a versatile off road explorer. A best-seller previously, the enhanced ATR has an increased gauge downtube and flattened off top tube, something that better accommodates frame bags. A new rear triangle incorporates flat mount disc brakes and a switchable rear dropout system that offers the choice of 12 x 142mm as standard, or 9x135mm for QR. On tyre clearance, up to a 45mm 700c tyre, or 40mm with mudguards can be hosted. To accommodate these changes, Kinesis have also released a brand new straight blade, full carbon, tapered 12mm through axle fork called the ATR for the Tripster, available separately for £279.99. The frameset itself will come in at £1,849.99, though initial stock is largely pre-sold.
Host up to 45mm 700c, or 650b 2”, if you like.
Lezyne “Leyzne is becoming a digital brand,” says Hitchens, speaking enthusiastically about the direction of the label which traditionally has carved its success around lighting and tooling. “They’ve a ten strong team hired just to manage the GPS side of the business,” explains Hitchens. “They’ve sunk several million dollars into the latest computers and watches, an investment that won’t be recouped overnight. But the product is top notch and undercuts the market leader on price by some margin – and with many of the same features you’ll find on units priced hundreds of pounds higher.” Hitchens is of course talking about the new line of cycle computers and smart watch products. Admitting that this is the kind of product that tends to sell better online, Upgrade’s strategy to raise awareness among consumers is to give Wiggle a two-week exclusive on the watch lines, before accelerating the roll out, accompanied by a dedicated POS display, to independents. Wiggle will heavily market the product during its exclusivity window, we were told.
You've a choice of watch or computer GPS lines from Leyzne.
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(( FOCUS ON CHILDREN’S BIKES ))
“Children are not
T
he subject of kids bikes, most importantly the quality, has been a hotbed of discussion for the bicycle industry for some time. Widely considered the go to brand for topend kids builds, Isla Rowntree’s IslaBikes has for a long time dominated the market for those putting proper research into their purchases. And that in turn is down to research of their own as opposed to simply shrinking cranks, brake levers and other key metrics. According to the Department for Transport, 80% of UK kids have access to a bicycle, with most cycling for recreation. However, the vast majority of those don’t cycle more than once a month and there are startling drop off rates on already low figures when it comes to the rate of journeys to school between primary and
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miniature adults” secondary school students. This, while unlikely to be attributed to much more than poor infrastructure and ‘bad weather’, is a concern for the bicycle industry. Transport aside, enjoyment of cycling for recreation has spawned a new generation of performance led bikes for the youth, some of which benefit from increased R&D attention from within the sector. Thankfully it’s not just designers looking closely at what exactly makes a good kids bike – the scientific community and bike fitting industry have grown curious too, noting that the very limited research undertaken beforehand worked on the principles that children had similar size ratios to adults. With a scientific as opposed to purely aesthetic approach taken to kid’s bike design, the implications are many fold for an industry that has in recent years significantly upped its game on kids bikes.
IN a recent development, Dr. Tom Korff, who just so happens to be Frog Bikes’ Head of Research and Development, has co-authored a deep study of the subject. Titled “Predicting bicycle setup for children based on anthropometrics and comfort”, the study took a pool of 142 Uxbridge High School kids aged 7 through to 17 years of age, performing countless tests to establish a formula for maximum enjoyment and comfort for cycling kids. Kids under seven were described as “difficult to work with”, largely due to attention spans, but that’s not to say there’s not something to be taken from the study when it comes to primary school starters. With 16 kids from each year group taking part, Korff and his team measured leg, torso and arm length, as well as sit and reach tests to gather some ballpark data. Children were then transferred to an adapted bike fitting jig, on which the borders of comfort were assessed. Increases and decreases in reach, drop and rise, as well as seat height adjustments were made across all pools, with researchers soon established a firm set of predictabilities. “Children are not just miniature adults,” proclaimed Korff while addressing the recent Cyclefit Symposium. “For the adult leg length is often 50% of their body, while for kids that averages much lower. It’s niche business to do cycle fitting for kids, of course, so it is important for us as an industry to work from good statistical models. We think we’ve found a formula to work with now.” The open access paper, on sciencedirect.com, concludes that bicycle setup must be child-specific and that the most important bicycle setup parameters “can be obtained from only three simple measurements – inseam, torso length and arm length, requiring neither expensive equipment nor extensive training.” “Our results will allow bicycle manufacturers to tailor their frame geometry to the anthropometric characteristics of the population of interest,” concludes the study. In the sagittal plane, the authors recommend the following three measures: • A torso angle of approximately 15° from the vertical. This was reported to increase respiratory volume. • At Top Dead Centre, a knee angle of no less than 65°. This was reported to prevent knee problems due to excessive knee flexing. • At Bottom Dead Centre, a knee angle of no more than 135°. This was reported to prevent knee problems due to excessive stretching of the knee.
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(( MANUFACTURING ))
Cycles Perfecta
PHIL DEMPSEY OWNER OF APRIRE AND CYCLES PERFECTA
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I
n the pipeline for Aprire boss Phil Dempsey for some time has been an ambition to go domestic. As reported on CyclingIndustry.News in May, that is well and truly underway at a plot just inside the M25, in Cheam, Surrey. But it’s underthe Cycles Perfecta banner that production begins. Among our first customers are the Lios carbon folding bike and Pearson Cycles’ carbon builds. The order book is already full for the next two years with OEM and own brand work,” says Dempsey. “For Lios we’ve even developed a new take on the pivot, drawing on knowledge from outside of the bike industry. The net result will be a new level of vibration dampening for a folding bike.” Certainly the experience is on board to realise the ambition. On our tour of the facility we’re introduced to material scientists, in-house design and engineering staff, custom painters and told of more experience joining soon. The equipment’s impressive too. Cycles Perfecta are in possession of a Romer – something you’ll not often find, aside from at the UCI’s labs, among other industry go-to test labs. This clever device can scan an item with accuracy to four microns, allowing detailed assessment of a 3D object on the computer. Plenty more equipment is in place to ready to fire too. “We’re ramping up toward Christmas when we’ll be looking to produce around 50 frames a week. Our processes will be around 30 to 40% less energy intensive than those commonly used elsewhere in the business and with our molds produced in-house there are further cost savings. Initially we’ll run one eight hour production shift, but with a bit of soundproofing we’ll double that in time.” While that sounds like a small operation, in the space of five months between our first and follow up visit, Dempsey’s vision for Cycles Perfecta has drastically upscaled. “When we spoke in May I had planned for between 30 to 40,000 carbon frames produced under our guidance per year. With automation we’re now looking at closer to 100,000. We think the market is there and our prices will be competitive whether your frame is a pre-set spec or custom built.” Indeed, in production at present is the firm’s new £1,695 aero frameset, available for pre-order in December and ready to ship by February. Upstairs we’re given first hand insight into why Cycles Perfecta believe this will be a cut above. Dempsey explains: “We’ve invested in something like £50,000 of software (single licence) to design our bikes both perfectly and quickly. When I say perfectly, the numbers crunched on the screen allow us to generate both maximum performance and place careful analysis of stress zones in micro-detail. With this investment we’re able to drastically reduce lead times. In this industry a respectable time from conception to production is 12 to 18 months. With the experience we have here and in part down to the fact that our hobby is material science, we’ve got that down to just three for some quite complex frames.” It’s efficiency like that, says Dempsey, that is proving such a draw to brands looking at UK manufacture. “When you’re just a train journey away, can chop lead
time so drastically and be certain the quality is there, our production begins to look very appealing. For those looking at serious competition we can not only layup the frame for the exact dimensions of the rider according to their fit, but also to their exact power outputs according to their powermeter data.” When it boils down to price, Cycles Perfecta remains buoyant. “We’re already producing low minimum orders of just two or three frames. For bike shops we can deliver, albeit Chinese made, aluminium frames very cheaply. If required we can facilitate similar in the UK from three open molds of that are exclusively ours. Honestly, increasingly I can see it going back to the 70s and 80s model for some stores. Own-brand could again be an attractive option for their customers.” Can dealers earn from Aprire? Pointing squarely at the pace of change in the industry, Dempsey says to go via traditional means to the bike shop with his own brand simply wouldn’t be viable. That’s not to say stores can’t benefit from what are bound to be some popular bikes. “Like many others we’re going down the click and collect route, whereby the bike shop can take the build cash and the customer for the future. We send our bikes PDI’d from the factory to the shop anyway, so there’s not a whole load to do once the box arrives. There’s our referral scheme too. If a bike shop can’t service a customer’s needs in store, but thinks Aprire can, we’ll send out a demo bike to the customer to try for three days. The dealer gets a cash incentive for this.”
Need a carbon bike repair? Originally setup in response to insurance firms looking for a cheaper alternative to complete bike replacement, Cycles Perfecta has extended its carbon repair service to the cycling trade. “We must be the only people in the UK capable of repairing even Uni-Directional carbon layups,” says owner Phil Dempsey. “We’re soon to recruit someone to handle this side of our business full time, such is the demand for repairs to carbon.” The process is simple, if you know what you’re doing, explains Dempsey. “Carbon repair is all about angles. UD for example is only strong in one direction, so it’s essential to know what you’re looking at. Thankfully we have all of the equipment here to repair even complete separations. The only things we’d advise against sending in is breaks in high stress areas – unfortunately some things are a write off.”
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(( FOCUS ON ELECTRIC BIKES ))
Ele c
t r i c dream THOUGH the industry now has a dedicated Technical e-bike module delivered by Cytech, there remains a skills shortage, one of many reasons why bike dealers should ensure their hard-earned expertise is rewarded, encourages the Light Electric Vehicle Association’s Ed Benjamin. “In North America and Europe, there are far fewer technicians to repair an electric bike, than for a normal manual bike,” starts Benjamin. “There is a need for additional tools, additional parts stocks, additional training. And there are fewer competitors to limit pricing. So it is obvious that a higher price should be charged.” A common question posed to industry forums centres on workshop pricing and whether bike shops up and down the country are charging enough for their expertise. The general consensus seems to be no. When it comes to charging a flat rate, regardless of whether the bike has a motor or not, the waters needn’t get muddier. “Some charges may be offered as a flat rate – for example a flat rate to fix a flat tire - on normal bikes. But fixing a flat on an e-bike can range from the same amount of work as
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s
CHARGE MORE FOR ELECTRIC BIKE REPAIRS, SAYS LEVA EXPERT... normal bike, to much more work in many cases. So a flat rate may not be the best approach,” says Benjamin. As is the case when quoting up jobs for pedal cycles, time too must be a consideration. “Extra time is needed for most e-bike repairs, when compared to manual bike repairs. An additional reason for higher charges. Typically, e-bikes get more miles of use than manual bikes, and are thus under more pressure from consumer to be back in use. All of this results in a willingness by the consumer to pay more for their repairs.” While stopping short of recommending a price list, Benjamin concludes that it’s wise to always over-estimate a repair cost. He concludes: “Posting the hourly rate, estimating the time required for a repair and always informing the customer in advance would be my advice. A practical matter, too; always estimate the repair to be higher than you think it will actually be. When you deliver a repair below the estimate, you build a good reputation. When you ask for more than the estimate, you will be criticised.”
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(( FOCUS ON ELECTRIC BIKES ))
“It’s not unreasonable to cover your costs...” adds specialist WITH e-bikes largely a plug and play affair nowadays, workshop jobs on the modern machine are simpler, but expertise is hard fought and should be charged for, echoes specialist retailer JusteBikes. “Repairs specific to e-bikes (wiring/batteries/motors) are complicated and often involve specialist training and software updates. We’d say it is not unreasonable to expect that these costs should be covered,” offer co-founder Clare Elwes. But it’s when a customer rolls through the door with an ancient machine that the retailer’s training can really justify charging well for knowledge. “We do have regular enquiries from people who have bought much cheaper products only to discover they can find no-one who can help when things go wrong. Replacement parts aren’t easily available, the work is time consuming and the cost of repair can be more than the value of the bike – effectively a built-in obsolescence, which is not good for customer, retailer or the environment. “Like most things – you get what you pay for. The Dutch and German ethos seems to be that if you invest in a quality bike and look after with regular (pre-emptive) servicing then it will look after you and last for many years. We’d go along with that!”
Snaith on speed Pedelecs:
“The Government should keep up with innovation in transport tech” INTO spring 2017 and Snaith has on his hands what he predicts to become the UK’s “best seller”, albeit in the controversial “speed pedelec” category. On the model Snaith adds: “This I am sure will prove a little controversial to some within the cycle industry, but a sector in the industry that really needs more focus if we are going to widen the net and appeal of cycling to everyone. That is all electric bikes do, they just widen the appeal of cycling to everyone and who can argue with that? It is really down to the Government to keep up with the innovation of transport and technology as it moves along. It is down to entrepreneurs and businesses to push the boundaries and make them listen.” At the present time, Speed Pedelecs in the UK are required to be registered in much the same way mopeds are, requiring a helmet meeting the same standards, as well as a licence plate registered with the DVLA. Touted as an “on a budget” solution for those okay with falling in line with tighter regulations, the limited edition bike opens the category to an audience crying out for such a product, says Snaith. “Electric bikes are still really understated in the UK and support from the government is really lacking understanding, know-how and development. They probably have a lot more considerations at the moment, but a product that can reduce congestion, pollution and improve the health of the nation should really be at the top of the public campaign agenda.”
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“Electric bikes are still really understated in the UK...”
Considering Stocking Electric Bikes in 2017? Please call and talk to one of our ebike experts, we would be delighted to assist. We have large quantities of our superb Wisper range ready for delivery now or in the new year.
(( FOCUS ON ELECTRIC BIKES ))
Train up your workshop for electric future CYTECH Developed alongside European specialists Innovam, the ACT’s Cytech qualification is recognised as far afield as Australia and Canada. The 4 day course covers the use of intelligent diagnostic systems, understanding and working to legal standards and being able to differentiate between type approved and non-type approved e-bikes. Given the contentious nature of the final point, dealers are advised to be clued up on what is legal for sale and under which circumstances. Further modules that offer outside of the workshop benefits include communicating service work completed to the customer and best practice when it comes to test rides. At the time of writing, the next course takes place from 3rd-6th January 2017. Prices vary depending on your ACT membership status, with Gold members gaining a 10% discount at £1,074.60, while nonmembers will pay £1,194. For enquiries on Cytech’s Technical E-bike module head to www.Cyctech.Training, or call ATG Training on 01296 737 800.
BOSCH Run from Magura’s UK headquarters, dealer training in all things Bosch can be booked via the Webshop at boschebike.com/workshop. A focus of the training sessions will be on the new Bosch CapacityTester, an extra diagnostic tool for Bosch eBike Systems and an addition to Bosch eBike diagnostics. Dealers can use it to test the capacity of first and second generation Bosch batteries. “The correct use of our diagnostic tool, including the battery capacity tester, is the key to advising the end customer competently. That is why we attach great importance to comprehensive training in these areas,” says Ulrich Lippmann, Technical Service Director at Bosch. Expert advice on handling, troubleshooting and additional knowledge on all issues relating to eBikes and the eBike market rounds off the training programme.
SHIMANO Preferring to visit Steps stockists on a one-to-one basis, UK Shimano partner Madison is sending reps out to deliver on the spot training, meaning not only do dealers not incur a cost, but advice can be delivered on the day as to what tooling is missing from a workshop’s inventory. Madison’s Mark Greshon said: “We don’t charge for this training as we feel STEPs is another Shimano technology, a bit like Di2, and we want to support all Shimano dealers. We also feel that STEPs is quite straight forward (the drive unit is sealed and cannot be serviced) and with the exception of set up, diagnostics (using the same e-tube platform as Di2) and general battery care/ handling, there is not much else to inform the dealer of which would justify an invoice.” In the near future there will be a new, free of charge, Shimano learning platform also to include a STEPs module.
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UK and Irish dealers also have the option to have Shimano Steps serviced by Madison in the UK via the Express Warranty Service. Your contact for Steps enquiries is shimanosteps@madison.co.uk.
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(( FOCUS ON ELECTRIC BIKES ))
e-Specialists turning to own brand as mass market emerges IT was only September that specialist distributor EBC proudly declared that the launch of house-label Pulse would “double the business by volume” and seemingly other e-bike firms have also spotted the ownbrand opportunity. Though no longer in the distribution business as a result of Kalkhoff owner Pon’s change of strategy, 50cycles has quietly filled the void with Beat Bikes. “Our Launch deal at the Cycle Show 2016 proved really successful and sold out of our first batch in about 48 hours,” said owner Scott Snaith. “This offer was any two of our Beat Bike Toba models for only £3k. These are specced with a massive 17ah battery and the latest Impulse 2.2 motors. Retail price of one model is usually £1,995, but we found that couples were looking to buy in pairs.” Available in two frame styles and six sizes across the current range, Beat Bikes are made in Germany then shipped over in a relatively short lead time. “Due to our flexibility as a business at 50cycles we are able to keep up with the market and offer our customers the best in the class electric bikes at the best possible price. High spec and low price is the key to a real first mass market brand of electric bikes, which we will be able to offer worldwide,” adds Snaith. EBC may be inclined to agree with that statement, having pitched house-label Pulse to be “the first to offer reliable spec from just £799.”
“We’ve worked very hard with our suppliers to ensure we can create a quality offering at a lower than usual price point,” says co-founder Paul Stanforth. “We were keen not to repeat the quality control headaches we experienced 25 years ago when we began shipping in mountain bikes, so in tandem with Trans X we’ve delivered affordable and reliable quality at an achievable for most price point.” Indeed speaking to CI.N earlier this year, Stanforth alluded to an upturn in business even before the price point product became available. For the month of August this year the business was said to have turned over two and a half time the business of August 2015. On the emergence of the sector in the UK, Snaith concludes: “Electric bikes are the most feasible form of electric transport, which can cover the distance of a six mile journey in no time at all. This distance accounts for 80% of all road journeys in the UK. It has always been our passion to bring our own bike to market and now is the right time to do so with the technology firmly bedded in.”
Beat Bike TOBA offers massive 17ah battery & latest impulse 2.2 motors
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Citrus-Lime’s David Gaule in the 2016 Ard Rock Enduro.
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(( GUIDE TO... ELECTRONIC POINT OF SALE ))
Digital age driving you mad? Long overdue an upgrade from paper? Mark Sutton speaks to the trade’s key suppliers of ePos and ecommerce solutions about their answers to organised and well-presented bike retail… CITRUS-LIME Citrus-Lime’s Lake District roots and a policy of recruiting from the cycle industry, mean they are 100% riderowned, 68% rider-staffed and 23% have actually worked in cycle retail and distribution. It can be assumed, then, that they know their stuff and speak the bike business’s language. Citrus-Lime recently launched its new cloud-based point of sale solution. It’s built and continually developed in-house with their cycle-industry-specific knowledge and feedback from numerous cycle clients. Over the last 10 years, Citrus-Lime has developed and refined cycle-specific modules that make life easier and more profitable for cycle retailers. These are all harmoniously integrated with their new cloud-based point of sale. Firstly, the Supplier Integration Module (SIM) makes light work of rapid product setup and update within your database. It’s not just the standard data files from suppliers that any dealer can get hold of and import;
Citrus-Lime MD Neil McQuillan on the Swiss National in Les Crosets.
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Citrus-Lime work closely with your suppliers to make their data retailready, including quality descriptions and images for your online store. They also get perpetually updated stock levels from suppliers; you can check these in-store, or even show an extended availability online when you don’t have stock but the supplier does, so you don’t ever lose sales. You can also do handy things like update prices and deactivate discontinued products at the click of a button. Citrus-Lime’s Workshop Module gives a professional front to your workshop. You simply create a job at a till, mechanics schedule it on a calendar, then scan and add products/labour to the job within that calendar and later recall it all at the till for payment. You can even text and email your customers from it. Furthermore, it also gives you accurate workshop profit analysis. The firm’s Ecommerce sites are always evolving too. Key features include seamless, accurate stock levels in-store and online; they’re fully responsive with a powerful ‘find and filter’ function for easy shopping on any device; and they look awesome. They also embrace convenience retail with Click and Collect technology that drives footfall to your store. Citrus-Lime’s Cloud Reports further offer useful, easy to understand data, that equip you with the knowledge to make key business decisions, anywhere, anytime. Retailers will also discover B2B and Click and Collect sites for suppliers. Their Supplier Click & Collect sites push a customer’s order down to their selected dealer. More products sold, through the supplier’s existing dealer network – everyone’s a winner. Website: www.citruslime.com Contact: 01229 588 628 or hello@citruslime.com
SEANIC RETAIL Offering a free three month trial, Seanic Retail Software is often found at the CoreBike show alongside iBikeShop. The reason for this is the system’s full integration with the web platform, making the pairing an ideal fit for the bicycle retailer. With Seanic you’ll find bike shop specific functionality, including supplier catalogues pre-loaded, a fully built-in workshop and repair module, a workshop calendar and bike rental function, as well as email service reminders. These are just a handful of features in a system that is designed to handle everything from invoicing to VAT analysis, as well as customer texting and direct updates to GFK retail, thus helping build a picture of the market as a whole. Included with the software is a barcode laser scanner, a 40 column receipt printer and a cash drawer. If your store has an existing PC(s) you can use this too, assuming its software is of Windows XP or above. Should you prefer, Seanic can provide a touchscreen option. Website: www.seanicretail.co.uk Contact: sales@seanicretail.co.uk
i-BIKE SHOP A long-termer in the cycling business, Si Watts’ i-BikeShop platform is trusted and used by numerous high profile independent businesses in the UK. Set up to function seamlessly with Seanic Retail EPoS, as well as integrate V12Finance and Paypal checkouts, i-BikeShop is geared up to handle both quick and efficient online
sales, as well as presenting your business’s online shop window in an interactive and attractive format. Entirely controlled by the shop manager and user-friendly, the iBikeShop platform is offered in three tiers – Lite, Standard and Premium – each paid on a monthly subscription. Respectively, pricing tiers sit at £71.25, £90 or £112.50 (all PCM), with a one off £250 setup fee. Each tier offers the shop manager unlimited product, brand, category and sub-category listings, as well as unlimited category grouping. Premium features include Customer product reviews, Product cross selling, product upgrade functionality, loyalty rewards for your customer and Google shopping feed automation. Also, Watts offers a free site re-skin to keep things fresh after 2-4 years dependent upon subscription level. You can catch Watts at January’s CoreBike Show for a free demo. Website: www.i-bikeshop.com Contact: info@siwis.co.uk
CAFFEINE INJECTION Founded in 2013 by Steve Baskerville, himself an ex-bike shop owner of 16 years, Caffeine Injection helps bicycle retailers get the most out of their online window. With most shop owners short on time and resources Baskerville’s team steps in to manage every aspect of a shop’s online persona: Websites, social networks, marketing campaigns, everything. Baskerville says: “We work with shop on monthly contracts, or ad hoc, to ensure every pound they spend online goes to promoting their own business, not that of their brands or
suppliers. The days of handing social media and the website over to the Saturday lad are long gone. To attract new business shops need to employ specialist skills to manage their online activities, because nowadays online is their shop window.” Website: www.CaffeineInjection.com Contact: info@caffeinejection.com
LIGHTSPEED This year at the annual Interbike trade show, bicycle retailers were able to see first-hand how a new partnership between the Canada-based point of sale (POS) provider Lightspeed and Crank Logic, a California based software company, could turbocharge their decision making with the power of big data analytics and business intelligence. Crank Logic’s cloud-based software seamlessly integrates with Lightspeed and its customers with an additional monthly subscription. Once connected to Lightspeed, Crank Logic works in the background by mining for critical data, analysing its value, and reporting back to decision makers through simple, easy to digest dashboards. Instead of static reports, void of intelligence, Crank Logic displays Lightspeed data with easy to digest reports that provide intelligent insights, and daily actions, in each area of retail operations. Website: www.lightspeedhq.co.uk Contact: info@lightspeedhq.com
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online retail
By Colin Rees – Retail Sales Trainer & Business Consultant
The big, bad internet...
S
o, is it actually possible for a standard High Street retailer to compete with an internet seller? This has been on the minds of small bike shops and probably many small retailers around the UK for years. Far from being a one day wonder, Internet purchasing is growing here in the UK at 5% a year. It simply isn’t going away, so what can an owner-run bike shop do about it? It is a fact of human nature that we are capable of ‘thinking ourselves into’ the mire. People worry, they over estimate threats and often, they do not have the knowledge in house to overcome an adversity. Having trained in more than 600 bikes shops in the UK, many bike shop owners I have met have cited the Internet threat as their biggest problem because they cannot match a 25% discount and sustain a business. Waterstones, the biggest retail bookshop chain in the UK had a series of whammys to contend with. The emergence of Amazon, now the world’s biggest bookseller was enough to frighten the pants off most of us. That
“A turnover of £2 million could have been £3 million if discounting were resisted.”
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alone took a huge chunk of business, but then came the second kick in the crutch, the development of the Kindle. No more, they thought, were people ‘going out’ to browse and buy books as they had done for hundreds of years; now they were looking at an easy to carry screen and downloading books straight into it. For goodness sake, how on earth could anyone recover from that. This event encapsulates where so many bike dealers I meet, stand today. To them, the Internet threat is seismic, so huge that there is no way a small business with a tiny marketing budget could ever recover. In bike shop terms, we also have a second whammy in the inherent, incorrect psychology of serial discounting, throughout an industry that believes, it simply cannot trade without giving discounts. I have met owners who say they have built their business on discounting. With five branches and a turnover of millions, it is hard for me, a business man bred on RRP = best bottom line to argue. But the logic is unchallengeable. A turnover of £2m might have been
About Colin... Owner of Quest Consultants, Rees worked in the industry for decades before being asked to draw up a sales training plan for his employer. Spotting a gap in the market, Rees went full time, going on to teach with Raleigh, Giant and many more independent and bike chain stores. If you have a problem, if no one else can help and if you can find him, maybe you can hire Colin to train your staff...
www.colinrees7.wordpress.com
Colinrees7@gmail.com.
£3m if discounts had been resisted and that means a great net profit. It is so simple. Discount, ultimately comes directly from the bottom line, period and the bottom line is what we are here for, end of story. Depletion of bottom line means less stock, less staff, less growth, less take-home pay, less in your back pocket and that has to be universal. So what did Waterstones do about these seismic events? To start with, they had enough reserves to be able to invest in their stores to enhance the customer experience. They looked for areas where the Internet could not compete. In essence, this amounted in their case to how customers were treated, to meeting the changes in products that interested customers and in redesigning stores based around the research they did to make the customer experience second to none. That included staff training. So, what lessons are there in this story for us, the small trader, maybe in a secondary High Street location with rent to meet, staff to pay and less customers coming through the door? What does the average Bike shop have to offer the Internet either can’t at all, or can but only to a lesser degree? Here’s the list: Service, hands-on product experience, research attitude, the customer experience, but above all, the repair shop. Before we go into detail in combating this retail evil called the internet, let’s say a word about training. How do your staff react when a customer offers the objection; ”I can get it loads cheaper on the Internet”. Brick wall? Nowhere to go? How do your staff deal with that and do they know what to say? What would a professional salesman say? Surely, he would resell the features and benefits of the product. The customer is holding the product, it is in his hand, he or she can have it now. This is the single greatest advantage, he can have it now, so use repetition. No delays in delivery. This fact alone goes to the heart of purchasing psychology. We research, compare and when we decide, we want it yesterday. I can hear the top sales guy embellishing the service aspect, the suitability to the customer, the wonderful look of the product, the fact that the Internet does not give a free, 6 week service. You might suggest: “You may have to put it together yourself so you don’t die on the first trip out and have you ever tried sending anything back to an internet company – Sir!” Ok, maybe not those words, but if you do not help your
staff to avoid pitfalls and give them something to work with, your sales levels will be reduced. Staff training is investment, not expenditure – you get it back, over and over. It’s a policy matter. How is the company going to answer that objection. If every staff member knows what to say, practices it with other team members, becomes proficient, you have to save some of those sales. Staff confidence will be sky high if they know how to deal with the problem. In this series, I am going to examine all of these areas and do my best to assist those who are in any way feeling threatened by this giant. The internet will, I hope, be seen not as a means of being crushed, simply, a competitor than needs kicking in the weak spots. To those who ask what does this guy know; many years ago, there was a machine called the Telex. It was the way people sent instant messages to each other across the world before we had emails and there were thousands of telex machines in every big firm, government departments and offices. I negotiated with British Telecom International to send advertising messages over the Telex system. It was popular with advertisers as they were able to reach a huge audience at little cost. People unused to the medium for advertising reacted surprisingly well and response levels were high. Profits rolled in, the future looked pretty bright. Then, out of the blue, someone invented something called the fax machine. Overnight, we died as everyone threw out their telex machines, that’s probably why you may never have heard of them. So yes, I do understand the Internet threat.
Online experience Colin has decades of experience training staff for bike shops
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final thoughts By Jay Townley
REALLY UNDERSTANDING THE WOMEN’S BICYCLE MARKET...
T
he Industry Breakfast at Interbike actually identified the brutal truths facing the bicycle business, but then followed with a panel that attempted to explain why sponsorship of UCI Pro racing and its teams is good for the business. On Thursday morning the 20Collective presented the details behind some of the key challenges facing the industry and hosted a question and answer session that just scratched the surface of some possible solutions. The overall affect left many, including this observer, looking for real solutions that would help lead the bicycle business out of the no-growth morass it has come to be stuck in. Way in the far back of the Interbike exhibition hall at the Electric Bike Theater I actually found a pleasantly surprising and constructively brilliant presentation of a potentially huge solution for the flat, no growth market the bicycle business is mired in… and it wasn’t electric
bikes! It was a presentation on The Art & Science of Selling Bicycling to Women. I was tipped off when I arrived to attend this session, which fortunately was allowed to get on the Electric Bike Theater stage by Bosch, the sponsor of the Theater. While not strictly an e-bike topic, Bosch recognised the importance and of the Women’s market to the American bicycle business. The presentation was very professionally done and was not only engaging, but told a compelling story about the potential of the Women’s bicycle market. Best of all, it showed a real life example of a female-owned and operated bike shop in action! Two outstanding women made the presentation, Melissa Balmer of PedalLove.org and Robin Bylenga, the owner of Pedal Chic, a women’s bike shop located in Greenville, South Carolina. Melissa Balmer talked about the opportunity, why storytelling matters and the resources available now, including the Pedal Love Culture & Lifestyle Council, which currently consists of 18 women thought leaders. These leaders specialise in: “…bicycling, change agents and most importantly, entrepreneurial minded women from around the country who are transforming women’s lives by bike.”
“We believe that through this vast and mostly untapped group of women, the bike industry can be exponentially increased from its current state.” Melissa Balmer of PedalLove.org
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Robin Bylenga, who is a member of the Pedal Love Culture & Lifestyle Council, told the story of Pedal Chic and how she has built this specialty bicycle retail brand and attracted women clients from all over the United States to her location in Greenville, South Carolina. In her presentation Melissa Balmer said: “The bike industry, in a sense, is a victim of its own success. It’s done really well selling excellent bikes to the super fit. In order to grow the pie now however, the bike industry needs to be willing to throw the net much wider. Through throwing the net wider you’ll get your avid athletes, but first all female customers need to be better served.” She went on to review five key female bicyclist customer profiles. We will not cover the profiles in this article, but urge readers to contact Melissa Balmer at melissa@PedalLove.org and ask for more details and the Interbike slide deck. The review of the five key profiles was followed by Melissa stating that: “To successfully sell to all of these women” brands and bike shops need a strategy that includes: “Compassion, Creativity and Connectivity.” What really got my attention were the projections Melissa made in particular for the American bicycle market and business, starting with: “We believe that through this vast and mostly untapped group of women, the bike industry can be exponentially increase from its current state of around $6 billion in sales annually to $16 billion and then perhaps even $66 billion. Let’s think bigger. Let’s contemplate how to radically grow[n] the pie. What kind of bike sales do we need to truly address not only our current health and well being challenges in this country, but [also] traffic congestion, and yes global warming? “To do this we need to sell the optimism bikes offer as a smart, healthy, cost effective personal mobility device, not just a sport. “Think moving from flat sales to exponential growth is impossible? Consider the now cooling, but still bright spot in the apparel industry “athleisure”. Forbes.com says “The Athleisure Trend is Here to Stay” and the NPD Group values the segment at approximately $44 billion in sales a year at present. Seconding this, Morgan Stanley has predicted this will increase to approximately $87 billion in sales.” When Melissa Balmer and Robin Bylenga finished their brilliant and very professional presentations I respectfully waited in the lines of attendees who also wanted to talk to them – and when my turn came asked: “Why didn’t you make this presentation at the Industry
Breakfast Wednesday morning... or as a part of the 20Collective this morning?” They both told me the people in charge of presentations and seminar were not interested (this is my interpretation) and that they worked very hard at finding a stage at Interbike that would welcome them! They both also thanked and praised Bosch for allowing them to make their presentation at the Electric Bike Theater. While the Balmer and Bylenga presentation was, in my opinion, a huge bright spot in what for myself and others was a disappointing Interbike show – it was also a missed opportunity of incalculable size for Interbike and the whole of the bicycle business. If you don’t believe me, request the slide deck and notes and see for your self. This presentation should have been made to all of the hundreds of attendees at the Industry Breakfast and the 20Collective Coffee instead of the 25 to 30 people who squeezed into the Electric Bike Theater! We have run the same basic numbers concerning the potential of the women’s market several times over the years and also published our findings. While they agree with the projections presented by Melissa Balmer, we have largely been ignored, except for the recognition of and collaboration with the League of American Bicyclists over the past decade. In other-words, Balmer and Bylenga and the Pedal Love Culture & Lifestyle Council are right on the money and aren’t making up the monetary potential, or imaging the future that the American bicycle business in particular can experience. This is if it can get its collective head around bicycling as an inclusive activity for females and males of all ages, not just an exclusive sport, with slow rides for everyone and fast rides for enthusiasts, and every kind of bicycle riding experience in-between.
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events calendar Running a trade-facing event of your own? Contact Logan@cyclingindustry.news to be listed here and online. Velofollies Date: 20-22 January 2017 Location: Kortrijk, Belgium Web: velofollies.be CoreBike Show Date: 22-24 January 2017 Location: Northampton, UK Web: corebike.co.uk The Bike Place Show 2017 Date: 29-31 January Location: Silverstone Circuit, UK Web: thebikeplaceshow.co.uk ISPO Munich Date: 5-8, February 2017 Location: Munich, Germany Web: munich.ispo.com Velo-Park Date: 10-12 February 2017 Location: Moscow, Russia Web: velo-park.ru The London Bike Show Date: 16-19 February 2017 Location: Excel Centre, London, UK Web: thelondonbikeshow.co.uk IceBike (Madison/Sportline) Date: 21-22 February 2017 Location: Arena:MK, UK Web: icebike.co.uk Berlin Fahhradschau Date: 3-5 March 2017 Location: Berlin, Germany Web: berlinerfahrradschau.de Swedish Bicycle Show Date: 3-5 March 2017 Location: Gothenborg, Sweden Web: www.swedenbikeexpo.se Bike Expo Date: 18-19 March 2017 Location: EventCity, Manchester, UK Web: www.bikeexpo.co.uk Taipei International Cycle Show Date: 22-25, March 2017 Location: Taipei, Taiwan Web: www.taipeicycle.com.tw Cyclingworld Date: 25-26 March 2017 Location: Areal Boehler, Düsseldorf, Germany Web: cyclingworld.de
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Bespoked (UK Handmade show) Date: 7-9 April 2017 Location: Brunel’s Old Station, Bristol, UK Web: bespoked.cc
Eurobike Date: 30 Aug-2 September 2017 Location: Friedrichshafen, Germany Web: eurobike-show.com
Sea Otter Classic Date: 20-23 April 2017 Location: Monterey, USA Web: seaotterclassic.com
Asia Bike Date: 14-16 September 2017 Location: Nanjing, China Web: asiabike.com
China International Bicycle & Motor Fair Date: 6-9 May 2017 Location: Shanghai, China Web: chinaexhibition.com
CosmoBike Show Date: 15-18 September 2017 Location: Verona, Italy Web: Cosmobikeshow.com
NYC Bike Expo Date: 19-20 May 2017 Location: Penn Pavilion, NY, USA. Web: nycbikeexpo.com.
Interbike Outdoor Demo Date: 18-19 September 2017 Location: Bootleg Canyon, Boulder City, NV Web: interbike.com
Sea Otter Classic Europe Date: 3-4 June 2017 Location: Girona, Spain Web: seaotterclassic.com
Interbike Date: 20-22 September 2017 Location: Mandalay Bay, LV, USA Web: interbike.com
International CargoBike Fair Date: 11-13 June 2017 Location: Nijmegen, Netherlands Web: cargobikefestival.com
Cycle Show Date: 21-24 September 2017 Location: NEC, Birmingham, UK Web: cycleshow.co.uk
Velo-city Date: 13-16 June 2017 Location: Arnhem/Nijmegen, the Netherlands Web: velo-city2017.com
Taichung Bike Week Date: 17-20 October 2017 Location: Taichung, Taiwan Web: taichungbikeweek.com
Eurobike Media Days Date: 27-29 June 2017 Location: Kronplatz, Italy Web: eurobike-mediadays.com Ride London Date: 28-30 July 2017 Location: London – Surrey, UK Web: prudentialridelondon.co.uk
Intermot Date: 3-7 October 2017 Location: Cologne, Germany Web: intermot-cologne.com
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