BikeBiz_issue48, January 2010

Issue 48 | January 2010

EDITORIAL

Issue 48 | January 2010

NEWS 4-8

New exhibitors for Core, the second coming for the Bible, the latest from Cycle Systems and more

INDUSTRY OPINIONS 15

OFF THE RADAR 18

EVENTS 73

CYCLESCHEME

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Fresh from picking up a business award from the Sunday Times, BikeBiz speaks to the key players behind the success...

Despite the cycle-backing initiatives, there’s still a tendency for the powers that be to back a flagging motor industry and maintain the status quo.

FOCUS ON…

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ICEBIKE* PREVIEW Madison’s annual dealer show is set to include new product, fresh brands and a double-decker marquee...

EXPO 2010 PREVIEW

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Show season hots up with Fisher’s Expo, set this year at Sopwell House, St Albans. Find out more over on page 48...

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CHRIS BOARDMAN

BikeBiz catches up with the Olympian and quizzes him on his premium bike range, Halfords and giving 110 per cent...

CORE BIKE GUIDE

LUBES, TOOL & TRAINING

32

57

REGULARS MYSTERY SHOPPER

22

LETTERS

BikeBiz’s roving undercover reporter heads for Luton in search of lights and the right advice

This month you’ve been sounding off on zombies and French revolutions...

PEOPLE

OFF TRACK

50

57

76

Madison recruits a new senior designer, plus people movements at Moore Large and Ridley

Raleigh proves it is the wheel deal, plus we take a look at the world’s priciest bicycle...

NEW PRODUCTS

SPOKESMAN

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Finger bikes, Elete Electrolytes, and Inspired Bicycles make up some of January’s selection

THE environment, and humankind’s never-ending guzzling of nonsustainable resources and planetwarming antics grabbed the attention of the world for much of December, courtesy of the Copenhagen-set United Nations climate talks.

At the time of writing, it remains to be seen what exactly the world’s politicans can agree on over in Denmark, but at the very least the talks have pushed the environmental cause firmly back into the limelight.

The environmental agenda is a key area that can provide the cycle industry with plenty of leverage over future policy making. And while the UK Government has been talking the talk, and indeed walking the walk with some cycle-backing initiatives (including its renewed commitment to the Cycle to Work legislation via the recent Guarantee), there’s still a

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This month Carlton Reid focuses on getting more women on bikes in the UK

worrying and fairly predictable tendency for the powers that be to back a flagging motor industry, rather than risk upsetting the status quo and seeing cycling as a true alternative to car travel.

We saw that fear of overturning the apple cart last year with the likes of the car scrappage scheme, which boosted motor car sales. Surely, though, the recession presented an opportunity to get behind bicycles, rather than back cars?

Sustrans policy director Pete Lipman certainly thought so, branding the move as disastrous. He said: “It was a knee jerk reaction to the recession, which ignored climate change, and made no attempt to enhance people’s travel choices.”

But despite these hiccups, the green agenda will continue to be a source of optimism for the cycle trade. Likely to always be in favour (and fashionable), whichever the ruling party, politicians love to show off their green tendencies – usually by getting on a bike, funnily enough.

And maybe there is a chance for the bicycle trade to hammer home its green credentials to the decision makers of the country. Cycling itself is a green activity, but if the trade can position itself as environmentally conscientious by adopting green practices, like cutting down on packaging, it’s going to make it ever harder for policy makers to avoid getting behind bikes.

Back at Copenhagen, hopefully those politicians can thrash out a commitment to reducing Co2 – and lessening our reliance on the motor industry. If they can, then it’s going to be to the benefit of cycling. Maybe the city’s cycle superhighways will remind them that cycling is a readymade solution to many of the problems they are tackling.

Jonathon Harker, Editor

NEWS

SealSkinz joins Core line-up Clothing firm and Cordee added to Core Bike exhibitor list Show will now include 17 firms

“We’ve been looking for a way to put our strong range under the noses of bike dealers. Core Bike gives us that opportunity.”

Jane Robinson, Cordee

By Jonathon Harker APPAREL brand SealSkinz has joined the Core Bike 2010 lineup in time for the dealer show later this month.

The company joins book distributor Cordee, which is also appearing at Core for the first time, as revealed at the end of last year by BikeBiz. All of 2009’s Core exhibitors will return for the show, which runs from Sunday January 24th to Tuesday 26th, resulting in the show being at its biggest yet, incorporating 17 companies. The full list of exhibitors includes 2pure, Buffera, Chicken Cycle-Kit, Citrus-Lime, Cordee, Extra, Fox, Hope, Ison, Jim Walker, Merida, Paligap, SealSkinz, Silverfish, SiWis, Upgrade and Windwave.

SealSkinz revealed the reasons behind joining the Core roster: “By exhibiting at the show we can meet customers who may not have seen the SealSkinz

range before, along with catching up with our retailers that have been selling SealSkinz for a long time.”

The clothing brand revealed that it will use Core Bike 2010 as a platform to launch a new range of cycling products.

“While this is still quite secret, we can tell you that a new ‘lobster’ construction handlebar mitt is one of our all-new products for 2010. Like our most popular products in the range, it is made from patented SealSkinz technology to keep wearers warm, dry and comfortable at all times. Watch this space.”

SealSkinz’s waterproof, breathable, windproof and closefitting clothing is designed for cyclists, but the range also has appeal outside the bike sector, as the firm explained: “SealSkinz also manufactures a range of socks, gloves and hats for the outdoor, marine, country and equestrian and sports markets.

Our products are suitable for anyone who enjoys or works outdoors, from dog walkers to builders, and cyclists to baggage handlers.”

Core’s other debut exhibitor, Cordee, told BikeBiz that it sees the show as a chance to up its presence in the bicycle sector.

Cordee director Jane Robinson said: “Over the last couple of years we've put together a strong list of cycling books and have been looking for a way to put this under the noses of bike dealers. We know that books increase the dwell time in a store, so we needed a simple and efficient way of meeting like-minded retailers. Core Bike seems to offer us that focused opportunity.”

For the full Core Bike 2010 Guide, turn to page 32.

The BikeBiz Bible to return in 2010 CYCLE INDUSTRY manual the BikeBiz Bible is set to return for the first time in five years.

The indispensable guide will be sent to all BikeBiz subscribers with the June edition of the magazine, free of charge.

The long-awaited reappearance of the essential directory has come as a result of unrelenting demand from the trade, with copies of the 2005 edition still being requested by cycle retailers.

The new print edition will include an A to Z listing of all of the bicycle companies in the trade, including distributors, manufacturers, retailers and cycle-relevant organisations.

The BikeBiz Bible is an established bike shop staple and sponsors will also feature in an additional dedicated brand index, which will provide retailers with an essential resource enabling them to identify which

4 BIKEBIZ JANUARY

distributors supply which brand, at a glance.

Intent Media MD Stuart Dinsey said of the return: “Following another great year for BikeBiz, where we saw the magazine and website go from strength-to-strength and the first

To find out about advertising opportunities in the BikeBiz Bible contact Carly Bailey on 01992 535647 or at Carly.Bailey @intentmedia.co.uk Companies in the cycle industry are being encouraged to

“The time is right to bring back the BikeBiz Bible. We’ve listened to the trade’s requests for it and now we’re bringing it back.”

Stuart Dinsey, Intent Media live BikeBiz Awards in October, the time is right to bring back the BikeBiz Bible.

“It is testament to how well regarded the Bible is that we still receive requests for it. We’ve listened to the cycle industry and now we’re bringing it back in 2010.”

send their business details to BikeBizBible@intentmedia.co.uk to ensure their information is listed in the BikeBiz Bible.

Key company details should include the name of the business, address, telephone number, web address and nature of business.

BIKEBIZ.COM

NEWS

Cycle Systems to team up with ATG Training companies pool resources Cycle Systems broadens services

Sean Lalley

By Jonathon Harker

SealSkinz’s lobster handlebar mitt (far left) and one of Cordee’s books

Amazon gets physical?

Collection depot rumours spark High Street store speculation ONLINE giant Amazon has denied ambitions to develop a High Street presence, but has left retail questioning whether it might move into physical retail in the future.

The internet retailer – which currently sells over 250 different bike models in the mountain, hybrid, road, BMX, folding, road and cruiser categories – was rumoured to be opening physical outlets or collection depots in the UK last month. With Amazon now offering bulky items, such as bikes, and with the impact of postal strikes, speculation was

rife over whether Amazon was planning future physical outlets.

Amazon denied the rumours and said: “We have no plans to open physical stores anywhere in the world.” However, the rumours have led retail to question the effect Amazon could have on the High Street, and whether it is possible in the foreseeable future.

James Flower, Verdict Research analyst, told BikeBiz: “I am not convinced Amazon would open physical stores. It has neither the expertise nor the need to do so, due to it operating in the out-

performing online market. The only areas they may consider is vertical expansion so they control their delivery operations more, rather than being dependent on third-party carriers, and one solution to this is to open collection centres so customers can collect products.

“That said, I am not convinced these will be ‘shops’, but rather collection depots. Obviously, the main reason Amazon outsources deliveries is because you need massive scale to make it work, something that at Christmas, Amazon definitely has.”

CYCLE SYSTEMS Academy and ATG Training have joined forces to offer a unified cycle training programme in London.

Both companies are to offer the trade and non-trade a unified course of study at Cycle Systems Academy using ATG Training, so students can access funding from the Government towards course costs. The news follows reports that there is a lack of qualified mechanics in the cycle industry.

Sean Lally, Cycle Systems director, told BikeBiz: “The breaking news for 2010 is that Cycle Systems Academy will be partnering ATG Training to provide trade and non-trade cycle mechanic training to the UK with a unified syllabus.”

“Cycle Systems Academy provides a new location for students to pursue a Cytech level 1, 2 or 3 qualification in London and through ATG Training, can access Government funding to contribute to course costs. We’ll announce more information on that soon.”

Cycle Systems has announced that it will be teaming up with another company in the trade to offer a professional cycle fitting service. In conjunction with Progress Cycles, Cycle Systems.

Run by Ronan Descy, who is SICI certified in bike fitting, the service will offer fitting on either the cyclist’s own bike or a jig, as well as offering custom bike builds and bespoke frame design.

Lalley said: “We believe Ronan is at the top of his game and are very excited to work with him.”

The Cycle Systems boss praised bike trade companies that are backing the training organisation: “Our tool sponsors Pedro’s and Cyclo have been selling considerable amounts of tools to graduates, who are keen to equip themselves with all the necessary kit. Also we have sold quite a number of the new Bontanger Pro-Wrench foldable workstands, supplied by Trek.

Other sponsors, like Hope, Continental, Campagnolo and SRAM, are regularly selling product to students building up new bikes for themselves during training.

“Our considerable media presence has also helped publicise our sponsors’ brands, and we continue to develop mutually beneficial relationships with high quality companies within the cycle trade. Again, to all of our fantastic sponsors, a large thank you from us all here.” cyclesystemsacademy.co.uk progresscycle.co.uk

NEWS

CYCLE BRL will be ‘bigger and better SHORTS with more bike trade backing’ Our apologies to Sport Direct During December, BikeBiz.com published a story relating to Tesco challenging Sports Direct in a case of overcharging for bicycles.

Within the piece errors were made that may have implied Sport Direct had unresolved issues with Tesco. This is not the case and BikeBiz apologises for any inconvenience caused.

Scoop takes stock of V4 Cutter fixie frame Volume's immensely popular fixed gear frame 'The Cutter', now on its fourth version, is in stock at Scoop. Two new colours are available – a stunning translucent red and a glow in the dark green shade.

KHE develops rims alongside Alienation

New location, a later date and more sponsors for Future Publishing’s event

By Jonathon Harker FUTURE is expecting even better trade backing for BikeRadar Live, now that the format has been established after the inaugural event last year.

Set to take place on the weekend of July 10th to 11th 2010, the family-friendly bash will once again see a range of activities and attractions for different cycle disciplines, including races and the presence of cycle celebrities.

Last year the event drew support from high-profile names in the trade – including Dahon, Fisher Outdoor Leisure, Moore Large, Extra, Leisure Lakes, Raleigh, Ison, Giant and Garmin.

Madison has already signed up to the 2010 event, with plenty more to follow according to Future’s sports portfolio ad sales director, Sean Igoe.

“The trade response has been really encouraging,” said Igoe.

“Those who exhibited last year have a much better idea of the type of event BikeRadar Live will be and have already booked for our 2010 event. A number of companies that came along to the event last year, but didn’t exhibit, have been in touch asking about the opportunities in 2010.

"As soon as last year’s event was over, Madison made a commitment to support the show. We’re now working with the firm and others on various initiatives that add to the show’s growth and offer more to cyclists."

BikeRadar Live 2010 will be heading to new location Brands Hatch, Kent. Future sports portfolio publishing director Pete Stothard told BikeBiz: “BikeRadar Live 2009 was a great event and feedback was universally positive.

German manufacturer KHE has announced it’s to make ownbranded rims. These will be made alongside Alienation and two models are planned.

Bike shops face New Year VAT headache

Taichung Bike Week could head for one location Pro-Lite boss Steve Fenton suggested to BikeEurope during December that the Taichung Bike Week could head for one venue – the Splendor Hotel in Tiachung.

ACT teams with Future Publishing to promote Cytech The Association of Cycle Traders has teamed up with Future Publishing to promote Cytech training via the publisher’s cycling portfolio.

Cannondale and TF Tuned link up TF Tuned has become the official service centre for Cannondale suspension product. Custom cartridge and telescope tuning for all Headshok and Lefty forks is now available.

For breaking news visit:

www.bikebiz.com 6 BIKEBIZ JANUARY

“We’ve been working hard with our exhibitors to add to the show’s appeal through new initiatives...”

“Now we need to build on last year’s event and make sure that 2010 is bigger and better.

Due to difficulties that Donington Park is facing we felt forced to move the venue and were lucky enough to secure Brands Hatch – it’s a spectacular venue with superb facilities.

“The layout of the circuit means that the track action will be closer to the heart of the festival and the opportunities for the dual slalom and dirt jump features are very exciting." www.bikeradar.com/live

Mobile Euro-cycling holiday firm launched NEW YEAR’S Day sees the launch of a new mountain biking holiday firm – Singletrack Safari.

Based in Devon, the company offers a range of destinations throughout Europe by moving its entire operation, staff and facilities from country to country at different times of the year.

Martin Hills, director of Singletrack Safari, explained: “Traditional mountain biking holidays offer a centre-based package. Most holidays provide you with one or two great rides, but the remainder simply aren’t as memorable. We have spent over two decades riding in

locations all over Europe, and have a huge amount of trail knowledge to share. We’ve designed a holiday format which means that we are not restricted by a geographical location.”

An example of one of the company’s packages is the ‘Ultimate Alps’ holiday, in which riders enjoy natural trails around Chamonix, ride the route of the Pass’Portes Du Soleil, see the best of Les Gets and Morzine, experience the route of the Megavalanche and explore the amazing trails at Les Deux Alpes.

Singletrack Safari: 01884 2553344

AS UK retailers manage January’s revised VAT rate, many cycle shops are now counting the administrative costs.

The Chancellor of the Exchequer cut Value Added Tax (VAT) from 17.5 per cent to 15 per cent for 13 months from the end of 2008.

Lancashire cycle retailer Steve Barnett, proprietor of Cycling On, told BikeBiz how the change was affecting his business: “I deliberately operate at sub-VAT turnover. As a result, there will be a bit of a negative effect since goods will cost 2.5 per cent more and because most items are priced to the nearest pound there will be little opportunity to recover the increases directly. In my position, I can compensate by modest increases in workshop charges, on which I pay no VAT.”

Retail analyst James Flower, of Verdict Research, told BikeBiz that while the VAT cut might have eased money worries for some, the timing of the rise was questionable: “I don’t think the VAT cut has made people actively spend more (with the exception of a small number of larger purchases).

What it has done is put more money back into the pockets of consumers over the course of the year. Many customers have then saved this money in efforts to shore up home finances. The cut has also helped support some retailers’ margins as many did not pass on the cut to consumers.”

Flower added: “However, I don’t see why they are insisting the VAT rate changes on January 1st, as this is an extremely testing time for retailers with sales and returns to manage.”

“The rise will come during a very testing time for retailers...”

BIKEBIZ.COM

23rd - 25th February 2010 Pre-Registration Now Open!

Madison is pleased to launch the 2010 iceBike* event to our customers.

Registration is now open via the event website www.icebike.co.uk.

More on show, in a bigger space than ever before including new brands like Pearl Izumi.

New on-line registration system and event website to get rid of show entry queues.

Two open invitation parties on us, come along and enjoy the entertainment.

Full schedule of useful business seminars including the return of Jay Townley.

Some fantastic special offers, exclusive to iceBike* attendees!

Visit www.icebike.co.uk to pre-register now Stick the dates in your diary and leave the rest to us!

NEWS

Edinburgh’s The Bike Station wins a £750,000 development award Cycling grant aimed at tempting a further 2,500 new cyclists to Edinburgh’s streets Bike Station set to become Scotland’s first accredited City and Guilds workshop

By Mark Sutton EDINBURGH’S The Bike Station has been awarded a £750,000 grant by the Scottish Government to promote cycling in the capital.

As one of Scotland’s largest cycling organisations and one of the UK’s largest cycling social enterprises, The Bike Station has been quick to allocate the grant for the promotion of cycling to a number of campaigns over the course of the next 15 months.

Several project partners, including the Edinburgh Bicycle Co-op, have come on board to help raise the number of cyclists using Edinburgh’s roads.

Eight full-time staff have been taken on, whose job it will be to do face-to-face work with prospective cyclists, talking to them about their travel and then trying to guide them to more sustainable choices. These staff will also be able to hand out free bus passes and discounted membership of the City Car Club. Free loans of Brompton bikes, electric bikes and other bikes, as well as cycle training, will also be available.

Bike Station’s Mark Sydenham said: “Obviously, the main aim is to increase cycling, but there is a large element of public transport and walking work, as well for those who really don’t want to, or can’t cycle. The overall aim is to create 2,500 new cyclists in Edinburgh.”

Despite the funding boost, The Bike Station has made strong progress this year, collecting over 6,000 bicycle donations for refurbishment, compared to around 4,000 last year. The business has also managed to refurbish 38 per cent more bikes this year, placing over 2,500 bikes in the hands of people who, as Sydenham puts it: “would not otherwise buy a bicycle.”

Sydenham also broke more big news to BikeBiz, stating: “Next year, as well as this project, we have secured funding to open a new Bike Station in Perth – our first expansion outside of Edinburgh. We are also set to become accredited for City and Guilds in bike maintenance – the first in Scotland and the fourth in the UK.”

Edinburgh’s mayor is all for boosting cycling in the capital

“The aim is to create at least 2,500 new cyclists in the city, and also to encourage public transport use...”

Mark Sydenham, Bike Station

iPayRoadTax apparel comes to bike shops “The demand has knocked me sideways. Six days after Twittering the concept I’d signed a licensing agreement with Foska.”

Carlton Reid

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BIKEBIZ executive editor Carlton Reid has inked a licensing deal with Foska of London to create a line of jerseys emblazoned with fake ‘road tax’ discs. It’s all to highlight a new campaigning website that aims to dispel key urban myths, including the fact there’s such a thing as road tax.

‘Cyclists don’t pay road tax, so have fewer rights than motorists’ is a common gibe against cyclists. However, road tax was abolished in 1936 by Winston Churchill. Roads are paid for by general and local taxation.

The idea for iPayRoadTax.com was born and raised on Twitter in November.

“When I first mooted the idea of jerseys with road tax discs on them I thought there would be about 30 jersey orders and I would put in a herding-

cats, club-style order to a club jersey printer. However, the immediacy and size of the demand knocked me sideways. It snowballed faster than I could have ever imagined,” said Reid.

“I knew I’d struggle to meet demand so, six days after Twittering the concept, I signed a

licensing agreement with Tony Yerby of Foska.”

The deal enables Reid to continue with journalism rather than be diverted into manufacturing and retail.

Foska is Britain’s largest manufacturer of bespoke and brand-licensed cycle jerseys, the company behind the jerseys from Marmite, London Pride, Dennis the Menace and many other iconic cycle jerseys.

Foska jerseys are sold in bike shops across the UK and the iPayRoadTax jerseys will be available from the end of January.

Foska will produce a number of different jersey styles for iPayRoadTax.com, including short sleeve, long-sleeve, and women-specific. Foska will also

produce water bottles and arm-warmers.

Reid said the campaign resonated with cyclists: “Whenever a newspaper does a story on cycling there will always be a bunch of comments about cyclists not paying road tax, and cyclists replying saying it’s now Vehicle Excise Duty. The iPayRoadTax campaign is an ironic and informational take on this stance from cyclists. If you ride enough you’ll come across drivers shouting ‘buy some road tax’ at you. The jerseys and armwarmers will start spreading the message that cyclists have every right to be on the road.”

After much discussion with the DVLA, the iPayRoadTax fake tax disc graphic has been okayed for retail use. www.iPayRoadTax.com

BIKEBIZ.COM

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CHAIN REACTION

Industry figures gather together for a day full of fun, cycling in Calderdale, West Yorkshire

The Northern Gathering Chipps Chippendale, editor of Singletrack magazine, talks about a cross-country adventure over the Calderdale hills with key industry figures from the biking trade, Grandma’s fish ‘n’ chips and a possible southern gathering later this year...

THE HOPE FACTORY is about half an hour’s drive from the Singletrack Magazine offices, and I can get to Orange in about that time too. Why is it, then, that the only time I seem to see Alan from Hope, or Adrian from Pace, or Cy from Cotic, is when I’ve travelled round half the world to Interbike, or Eurobike, or even just London? And when I do see them, we talk work while eating £5 sandwiches before we all return back to pounding the show halls or manning stands.

There’s a fair amount of the bike industry up here, north of Birmingham and it seemed silly to travel around the world to have to see them. So, we thought that it would be fun and novel to organise a day of actual bike riding and invite everyone within a couple of hours of the Singletrack offices. We’re lucky that we have great riding right out the door but, like most people in the bike industry, we find ourselves riding in our own time.

A random mid-week date was chosen in November and we

BIKEBIZ.COM

sent out a bunch of invitations.

The plan was simple – arrive in time for coffee at 11, spend time chatting and comparing bikes and then on to riding for a few hours, followed by fish and chips from the famous Grandma Pollard’s Chippy up the road.

Whether anyone would want to, or be able to justify riding on a Wednesday, we’d have to see.

As the day rolled around, the car park outside Singletrack Towers started filling up with trade vans – Yeti, Jungle, British Cycling, Pace, Kona… It was like being at a World Cup event. We’d got an extra couple of kilos of coffee beans in and I was busy churning out hot drinks for an hour as bike folk arrived from around the country and caught up with each other.

With the faffing mostly done, riders self-selected themselves into three riding groups. There’d be a ‘Hebden Tech’ ride for all of those after a steep and rocky experience, there’d be an ‘over the hills and far away’ ride for riders after a bit more distance and there was a

‘Pootle to the Café’ ride for those who weren’t feeling fit.

As groups fanned out over the countryside, many realised that we’d never actually ridden with each other before. Even long-

“There was plenty of chatting and a chance to see which riders could actually ‘walk-thewalk’ when it came to technical trails.” term bike industry types, and veterans of countless roadshows found they were riding besides long-term colleagues (or friendly rivals) for the first time. It’s all too easy to go to expos and shows and not actually ride a bike – just as it’s too easy to work in the bike industry and only get to ride on occasional evenings and weekends.

All of the rides had plenty of the usual standing around and chatting and there was a chance to see which riders of each group could actually ‘walk-the-walk’ when it came to some of the technical trails of Calderdale.

The riding order among the groups moved around as everyone made sure that they got to catch up with each other and even the weather co-operated as the predicted grim northern forecast failed to turn up.

All the groups made it back to Singletrack Towers around 3pm, just before it got dark – even the café group, who’d lingered over afternoon fondant fancies. As a mass of gritty bikes was hosed off outside the office, Singletrack’s Mark disappeared up the road to Grandma Pollard’s chippy, which had been warned to expect a bumper order, and he returned soon after with half a pallet (well, 35 portions) of wellearned fish ‘n’ chips.

The assembled mudsplattered riders tucked in with justification and soon the place

was awash with empty chip wrappers and greasy pages of the Todmorden News.

Had this stunt been pulled off by, let’s say, a bigger media organisation, now would have been the time to hit this assembly of the northern bike trade with a well-honed PowerPoint presentation and 2010 ad sales pitch, not letting anyone leave before they’d signed up for a year’s advertising.

However, Singletrack’s not that kind of magazine and Matt, our ad guy, wasn’t even around.

We just wanted to get the locals together for some bike riding and a natter on home turf.

Well, what other excuse do you need? And the good news is there’s going to be a southern trade gathering in the spring. *Included were folk from: Pace, Paligap, Sideways Cycles, Carradice, Scott, Hope, Hotlines, Saddleback, Blazing Saddles, Alpine Bikes, Jungle, Cotic, Vertebrate Graphics, Pat Adams, Evolution Imports, Cotic, Endura British Cycling and many more...

BIKEBIZ JANUARY 11

CHAIN REACTION

Xxx

Net profit The internet makes marketing fun and is a god-send for specialists, argues Ed Marriage, group publisher at Magicalia. Here, he gives his thoughts on consumer marketing and the ‘little’ brands...

IT’S BEEN a good year for the bike industry and next year looks even better. But beneath the headline figures, are some interesting and important trends that have already been noted.

Starting with the obvious – online sales are growing and taking share from the High Street. Fine if you have shops and an e-commerce business, but less so if you don’t sell online. It’s not just clothes, parts and accessories, it’s actual bikes that are sold online. The egenie is out of the bottle and who wouldn’t bet on more bike brands relaxing their strict ‘no online’ policies in the immediate future?

Can we look forward to a price-orientated world with a handful of crushingly dominant retailers and no room for the little guy? Not at all. It’s true the internet makes it easier for customers to find the best prices, but it’s also true that the internet is great at ‘making a market’ for more niche products. There’s never been a better time to be a specialist.

The internet opens up national or even international markets, and reduces the cost of doing business, so making all sorts of niches commercially viable.

What about if you want to swim in the mainstream? Is it too late to compete? No. Customers are loyal to a point, but have short memories and

12 BIKEBIZ JANUARY

will happily flit from one retailer to another, especially for parts and accessories. These days you can’t own web customers, you only borrow them. Customer relationship marketing and

THE LITTLE BRANDS Life for the manufacturers will get a lot less predictable as links between marketing effort, consumer preference and sales are now much more direct. A

“Life for manufacturers will get a lot less predictable as links between marketing effort, consumer preference and sales are more direct.” branding are paramount for the online retailer. Look at the ads on any major website or in any magazine and it’s the major internet retailers with a strong brand message who predominate.

If they thought the war was already won, would they be spending like sailors?

brand that gets its consumer marketing right can expect to win share right away, because barriers simply don’t exist anymore. If you’re a big brand and doing well, it can be hard to spot the little brands nibbling away at your lunch and to understand how they’re doing

it. The main job of the marketing department is to get consumers wanting its brands because if they do, they will find and buy them.

So, what’s new here? Bike manufacturers have always taken marketing seriously, right? Yes, but much of it was directed at the trade rather than consumers.

A brand manager once revealed that when considering his advertising, end consumers were third on his list of priorities. He said: “Dealers stock bikes that win the group test in magazines and customers buy the bikes that dealers stock. So I keep the publishers and dealers happy, and the customers look after themselves.” Sensible. Or it is until customers started using the internet to research bikes and go shopping. Now, cycling websites help them decide which product

The internet makes it easier for niche products to succeed

or brand they want and they go off and buy it. In the companies that understand this best, the marketing departments are jumping for joy because they’ve got consumer marketing to do and so much of it is new and exciting.

CONSUMER MARKETING The internet gives customers choice by making information available and putting buyers and sellers together, but this isn’t always a good thing. In fact it can be a pain if you’ve slaved for years to build a position that now looks precarious thanks to the whimsical bike-buying public. But that’s where we are.

It’s exciting to watch innovative online consumer marketing.

Now, I can own up to a vested interest. We online publishers have done remarkably well at building audiences. Last time I checked, there were 1.8 million unique users across the main UK cycling websites – that’s eight times the number of people that buy cycling mags each month.

The online audience is extremely well developed but it’s only now, as bike companies have become very serious about consumer marketing, that the online advertising is really taking off.

The 1.8 million users of cycling websites represent the untapped potential of a sleeping giant. Am I excited about the changes in the bike industry? Not half.

BIKEBIZ.COM

We have the brands, products and service to keep you ahead of the pack Bigger and better than ever in a brand new home... will be packed with the latest products and news from the most exciting brands in cycling.

With a fully interactive event programme of seminars and workshops to help your business stay ahead of the pack, it’s the must attend show of the year.

14 BIKEBIZ JANUARY

BIKEBIZ.COM

INDUSTRY OPINIONS

Gaze into the crystal ball…

Without being able to call upon the services of Mystic Meg, seeing into the future is a tricky business. An undeterred Jonathon Harker and Mark Sutton gave it a go anyway and ask the trade for their 2010 predictions…

BIKEBIZ.COM

“In 2010, I predict an increase in bike sales as the volatility of oil prices, combined with the recession, means people start using their cars less and start cycling more.”

PETE LIPMAN, SUSTRANS’ POLICY DIRECTOR “I predict that in 2010 the industry will continue to see a shift in growth areas. Cycling in the 1940s was about transport and then along came the car, which changed people’s aspirations. Now that has come full circle and people are beginning to leave the traffic jams in exchange for the simple mode of transport that is the bicycle. There is a transport renaissance in the works in the UK, so industry growth is perfectly achievable.

“I’m hoping the Government will deliver further infrastructure to cyclists. This is one of the key factors in keeping the industry’s performance consistent and also to see further growth. There has

to be a political will to make this happen. The Cycle Highways in the city are a great start, but these infrastructure changes need to be not just in London, but nationwide.”

WILLIAM BUTLER ADAMS, BROMPTON

“I attended a government launch recently to help promote even more cycling to work. The fact that four crown ministers were present shows the level of positive change we are seeing. The Cycle to Work scheme has had a huge impact Chris Boardman

on people using bikes as transport and I’m glad the Government is seeing rewards for making an effort.

“The big scary hurdle for them is the allocation of road space. In most places this is fixed and however you want to cut it, a choice has to be made as to who gets priority: cars or bikes. When they take down the first ‘cyclists dismount’ sign and replace it with one saying ‘car drivers give way to cyclists’, they will have cracked it. Whoever does that will get my vote.”

CHRIS BOARDMAN “As the industry becomes more and more professional, there will be new investors entering the market. This inevitably will alter the way the industry operates.

“The way product gets from manufacturer to consumer is changing, but will change even more. Distribution barriers are breaking down international borders, which will have an impact and internet retail is a

BIKEBIZ JANUARY 15

INDUSTRY OPINIONS

George Bowie

driving force behind this. This is a great time to be in the bike industry, but it is not about what happens next year. It is the next five years that we should be focusing on.”

GEORGE BOWIE, 2PURE

continue to grow, with the beneficiaries being those that provide the best service and product range for the end consumer.”

CHRIS DAVIS AND ANDY BUDD, ZYRO

“I think we’ll see some consolidation in the industry, with the weaker players being sifted out and when a return to growth happens then a stronger retail industry will remain.

“And with a continued underlying growth in people participating in outdoor and cycle activities (due to the current trend to get outdoors and get fit) we think, all-in-all, that there should be good longterm growth within the industries.”

TEAM BUFF

“For cycling trends next year, I see bespoke road bikes, like Trek’s Project One, doing well.

“I’ve no doubt that we’ll also see more Bromptons for mixed mode cycling; the first Cycle Super Highways (let’s hope they’re really good); traffic calming measures to encourage new cyclists; and cycling the

David Wild

Steve Barnett

“We’ll see some consolidation in the industry, with the weaker players being sifted out. When a return to growth happens, a stronger industry will remain.”

Team Buff

wrong way up one-way streets becoming official policy and not just for politicians.”

JOHN SIMNETT, WiZZBiKE “ I predict a lot of confusion in the business world and retail world. That’s because we are going to have politicians putting measures in place – mostly tax increases and savings raids – to take money out of the economy to get it straight whilst telling you and me that somebody else is going to be worse off.

“When you add to the mix big retailers spinning figures to try and convince shareholders and

Pete Lipman

consumers that they are doing really well when they are not, you’re going to get the confusion that I mentioned.

“This is going to go on for a few years and the wise retailer will use next year to put in place a business model which is resilient to it all.

“I would also hope that the seeds planted this year by ACT with respect to quality of cheap bikes will begin to grow and that increasing public awareness of the issues will do for Bike Shaped Objects (BSOs) what it did to the Polski Fiat.”

STEVE BARNETT, CYCLING ON

“We predict another year of continuing sector growth.

“We’ll see more consumers opting for urban and folding bikes as they incorporate cycling into their everyday activity.

Meanwhile, the growing popularity of cycling as a sport means there’ll be a continuing strong demand for premium bikes like the Boardman.”

DAVID WILD, CEO, HALFORDS “2010 will be a year of consolidation for many parts of the industry, as the UK consumer continues to feel the effects of the recession.

However, with Government backing and the industry working together, the number of people taking up recreational and commuter cycling will

16 BIKEBIZ JANUARY

BIKEBIZ.COM

The second coming

AN ESSENTIAL GUIDE TO RETAILERS, SUPPLIERS AND SERVICES WITHIN THE CYCLE TRADE

For advertising opportunities contact: Carly.Bailey@intentmedia.co.uk or call 01992 535647 To be included in the 2010 BikeBiz Bible please email your business details to: BikeBizBible@intentmedia.co.uk Check for more details on Twitter: @BikeBizMag

OFF THE RADAR

Cyclists are not the problem John Stevenson, Future’s editor-in-chief of cycling publications, takes on the cyclist-baiting columnists and points out that safety isn’t just the responsibility of bike riders…

TO READ some of the newspapers in the last few weeks, you’d think that western civilisation was in danger of collapsing, destroyed by a raging horde of red-light-jumping, unlit, pavement-riding, iPod-wearing, Lycra-clad, brakeless-fixie-riding lawless bike riders.

There’s scant evidence that any of these allegedly dreadful infractions actually has any significant effect on road safety.

Riders jumping red lights, for example, are not involved in a large number of crashes. Hardly surprising, as nobody is going to deliberately put themselves under a bus by jumping a red light; they’re going to get well ahead of the stopped traffic and make sure the coast is clear.

Unfortunately, though, we buy into these anti-cyclist stories and turn on ourselves.

Take the most egregious recent example, the Sunday Times’ and Daily Mail’s orgy of victimblaming directed at ‘zombie cyclists’ using MP3 players. A careful reading of that article reveals exactly no proven instances of a cyclist hurting someone or coming to harm

18 BIKEBIZ JANUARY

because they were wearing headphones. Nevertheless, forum discussions were full of agreement from cyclists that wearing headphones while riding was Bad with a capital B. Cyclists who join in with the mass media’s attacks on us seem to believe that if we would just obey every last road rule, the rest of society would accept us. Motorists would stop cutting us up and giving us a hard time for not paying the mythical ‘road tax’ if we stopped at every last red light; councils wouldn’t build mixed-use and separated paths if people didn’t ride on the pavement, and so on.

But the iPod zombie story demonstrates quite the opposite. Here’s something entirely made up by journalists who have clearly decided to write a cyclist-bashing story – or recycle the anecdotes in a cyclist-bashing press release, given how similar the Mail’s and the Times’ stories were. Even if we all behaved perfectly, people like this would make up new reasons to hate us. Let’s not help them out. It’s time to stop joining in the anti-bike game.

“The iPod cyclist zombie story is something entirely cooked up for a cyclist-bashing story. Let’s not help them out. It’s time to stop joining in the antibike game.”

The number of other road users hurt by cyclists is tiny, compared to the 3,000 road deaths per year and the 600 or so pedestrians killed by motor vehicles. While we’re not killing other road users, we’re also not filling the air with fumes and particulates, not helping to warm up the planet, not damaging road surfaces, not creating congestion, not needing vast swathes of parking space and not dropping dead of heart attacks and other diseases of sloth at anywhere near the general rate.

The problem on the roads remains that far too many people should not be in charge of a motorised steel weapon.

When roughly 40 pedestrians a year are killed by motor vehicles on the pavement, it’s hard to understand why pavement cycling and other trivial breaches of the Highway Code attract such vitriol.

Yes, cyclists break the rules.

But when we do, in the vast majority of cases, nobody dies.

When motorists break the rules, people die, and that’s where our outrage should be directed.

By John Stevenson, editor-in-chief of cycling publications, Future

BIKEBIZ.COM

ICEBIKE* PREVIEW

Winter wonderland Are you signed up to IceBike*? You likely will be after hearing Madison’s Will Fripp make a solid case for heading to Milton Keynes next month. Mark Sutton asks the vital questions…

20 BIKEBIZ JANUARY

Madison has hinted to BikeBiz there may be yet another new brand on the way. Can you say any more at this stage?

Two key new brands so far have been announced – Pearl Izumi and Gore – and we are chuffed to bits to be distributing them.

Also new to IceBike* will be Shimano Clothing, a category within the Shimano portfolio, now aligned with Shimanoowned Pearl Izumi. We will really be stepping up a gear with this, so with Madison, Pearl Izumi, Thor, Shimano, Bell and Giro, Madison now has one of, if not the, most credible soft goods ranges on offer in the market and hence the recruitment of an entirely new sales force to cover these ranges alone.

There may also be another new brand for Madison and IceBike* but it’s still being thrashed out. It’s a very well known brand globally and will be a very cool addition. So, we are pretty sure we have one more surprise up our sleeves. We’ll also have new categories of products within our existing brands yet to be announced…

What are the main reasons a Madison customer should attend this year’s show?

Blimey – where do I start? Loads of reasons and I guess the primary one for me is less specific: it’s that our customers are guaranteed to have a good time, and more than pay for their day out of the business with everything we have laid on.

Our people put their hearts and souls (and a whole lot of

showings from a wealth of new products from many of our existing brands.

Stupidly good special offers will be available to dealers too.

We beat up our suppliers for months to help us with deals that we then ourselves run a deal on to make some of our specials very special indeed.

Supplier insight and feedback is also a key reason to attend.

We typically have around 60 of

“Stupidly good offers will be available to dealers at IceBike*. We beat up our suppliers for months to help us with some very special deals.”

Will Fripp, Madison cash) into IceBike* across the business – everyone is involved and has their place and duties for the show. We will, as always, make sure it’s a worthy day out for all dealers.

There will also be first showings of new brands like Gore and Pearl Izumi, as well as

our suppliers at IceBike*. We discourage attendance of sales folk and instead request that companies send product and brand managers as they are so useful to our customer base.

Even some of our suppliers’ CEOs like to attend, because they find the feedback useful.

As with every year previously, there will be a load of insightful seminars – not product based – but business-enhancing presentations that are thoughtprovoking and allow our dealers some interesting ideas and points of view on things they can do to make their businesses more profitable.

The social side is really important: we don’t have reps, we have account managers and you can access our products so easily now via B2B, fax, email and telesales. Madison likes to use IceBike* as the best yearly opportunity to have a chat, a beer, some great food and keep everyone entertained in style.

Business is so much easier and more beneficial when there is a relationship that’s face-to-face.

That said, the show’s parties will be cool this year as they are open to all customers on both nights, with hotel accommodation available also.

The second phase of the Saracen brand will be launched, with the addition of full suspension bikes, the Kili range and the new urban range. I can

BIKEBIZ.COM

ICEBIKE* PREVIEW

New products, seminars, entertainment and even a spot of karaoke; Madison’s IceBike* show is a firm favourite in dealer’s calendars each year

confirm that all have some stunning models.

Madison also invites (for free) a whole bunch of useful thirdparty companies to exhibit at IceBike*. These include Abacus, SiWis, the ACT, the ATG, Sustrans, PAF and new to the show this year will be Barclays Business systems.

Will there be any extra incentives, as in the past?

We will be running a few brandspecific competitions including ‘money can’t buy’ trips and all sorts. Lots of these are still being confirmed.

What about seminars: who is speaking this year?

The full listing and schedule is on the website. The Dennis Reid content is being confirmed, but Jay Townley is back once more.

His presentations are always standing room only and we have only scraped the surface in terms of the insights that he can offer to the trade.

A year on from launching the Madison clothing range, how

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has the apparel brand performed and will you be expanding the line-up?

It’s flying. That’s the best word to describe it. It causes a world of heated discussions here as stock is always the issue. We say order big as stock control is cautious, then lo and behold we sell out of items beyond our wildest imagination in terms of volume. Madison has been marketing the range hard and it’s paying off.

We have loads of new product to show at IceBike* and are now so much more experienced from the last year

and we are on top of stock.

Dealers love the style, that we manage the clothing range, it’s available from stock with no huge sell-ins and the items have universal appeal. It’s a fantastically safe bet for dealers.

Will there be shuttle buses for those coming by rail?

Yes, we can sort transfers from booked hotels, local stations, Luton airport and it’s all bookable within the registration process, which is now very slick.

When’s the deadline for sign up and how is that going?

There’s no deadline to sign up by. Sign up is constant at the moment – shockingly strong. I monitor this carefully and we market it accordingly. To guarantee accommodation, which is very tight, the sooner the better as we have a finite amount of rooms available.

Why has the main tent has doubled in size?

We simply ran out of space to accommodate our stock.

Additionally, we have had to allow space for Saracen, Pearl Izumi, Shimano Clothing, Gore and more, but also some of our brands required more space to do a better job. The layout is much better too.

This main expo tent will be huge – taller than our main building, in fact. It’s all glass fronted, under-floor heated and

all the catering will be upstairs this year.

What evening entertainment will be on offer to dealers staying over?

There will be open-house ‘parties’ with music, food, drink and good times. We plan to make it quite special. Of course, we will keep the karaoke as I think some folk would kill us if we took that away. One other change is that the party will stay open until 1am rather than midnight, with coaches from 10.30pm for those less inclined to party hard. Basically midnight always felt like it was a bit too early – the parties had just got started and then had to end. The food will be cracking as we are asking our caterer to do what he does best, from full hog roasts to bowl meals.

BIKEBIZ JANUARY 21

MYSTERY SHOPPER

Luton

The lights are on… ...but are there any in stock?

Luton may be better known for its Vauxhall factory, but the Bedfordshire town boasts a thriving university and is only a stone’s throw from some spectacular scenery in the Dunstable Downs. Mystery Shopper puts the spotlight on the town’s cycle retailers...

22 BIKEBIZ JANUARY

Sports Direct

JJB Sports

LOCATED in the Arndale shopping centre, Luton’s Sports Direct store appears to have a philosophy of turning over large amounts of stock at low prices, judging by the amount of product crammed into the shop.

The bulging displays hampered Mystery Shopper’s progress through the store, largely consisting of clothing and to a lesser extent sports equipment. Cycle-centric product was hard to find amongst the displays, however, with no signage or any indication that the store carried any relevant stock. Mystery Shopper asked a sales assistant for help and was shown a small selection of relevant clothing, including reflective gear that seemed tailored to the running market.

The sales assistant was unsure whether the store stocked cycle lights and pointed me in the direction of the far corner of the store, rather than taking me there.

Perhaps the sales assistant was reluctant to negotiate those bulging product displays?

While heartening that cycle-centric product was being carried in the store, the range was limited and the product knowledge was similarly restricted.

IN THE same shopping arcade, JJB is centrally located next to a Tesco Metro. A noticable bicycle display in the store’s entrance led to what seemed to be an extended range of bikes in the store – likely due to the busy Christmas period. Providing a welcome contrast with Sports Direct, JJB appeared to carry plenty of product, without overcrowding the shop floor.

After browsing I asked for help at the counter and the sales assistant took me to the lighting range, which was limited but covered the standard bases. The service was good though, and a welcome improvement on Mystery Shopper’s previous experiences with the chain.

I asked about the legal requirements for cyclists at night, and was advised that lights were essential for night riding. He pointed out the higher end (but still highly affordable) lights the store stocked and advised they’d be preferable if spending a lot of time riding in the dark. He also pointed to a more basic set, ideal for shorter periods in the dark. The assistant was willing to discuss the products at length, provide advice and ensure the customer got the appropriate product.

BIKEBIZ.COM

MYSTERY SHOPPER

Halfords SET ON a retail park to the east of the town, this branch of Halfords was enjoying a lunchtime rush when Mystery Shopper visited.

The store stocked a good range of bikes, including plenty of own-brand bikes like the Apollo and Boardman ranges. Similarly, the shop had a good selection of lights ranging from the value to the high-end. However I was later advised that the store didn’t stock expensive topend light ranges “as no one buys them”.

Visibility jackets were placed next to the lights in a good and sensible example of merchandising.

Two bike-specific sales assistants were servicing a bike at the time of the visit and were happy to answer my questions on the light ranges. After my prompting we discussed the distinction between types of lights and I was advised that the cheaper LED lights were ideal for upping cyclist visibility while the other type was typically more expensive.

Overall, the range and service offered was good at the store, with all my questions answered satisfactorily and a decent range of product available to purchase.

Dysons Cycles

Cycle King

ACCORDING to Mystery Shopper’s research, Dysons appeared to be the only cycle shop in Dunstable (aside from a Halfords store some miles away). Thankfully for the town’s residents, Dysons proved to have a great range of product with top-notch customer service.

Located at the south end of the High Street, Dysons carried a good range of bike and accessory stock – far in excess of that offered by JJB and Sports Direct.

Soon after entering the shop, a friendly sales assistant offered help. In an almost textbook example of the more detailed advice an IBD can offer, the sales assistant soon made the distinction between lights that increase a cyclist’s visibility and those that help cyclists see in the dark – particularly in areas with no street lights. I also enquired about visibility jackets and again the assistant took me to the display and explained the differences between the wide variety of products on offer.

Undoubtedly, Dysons Cycles was one of the star stores of the day. With a good range of product and the service and knowledge to back that up, the store and its staff were hard to fault.

LUTON’S CYCLE King is a vast shop, even by this chain’s standards. Based on a very busy road close to two supermarkets and the town’s football ground, Cycle King is an unmissable store for passing cars, pedestrians and cyclists alike.

Naturally, the store enjoyed a great range of stock and was busy at the time of the visit. I was greeted as soon as I entered and was shown to the light product range. When I posed the question of whether night riding sans-lights was illegal, I was told that cyclists did have to use lights and was advised that there could be a fine (“about £20”). After being left to peruse the display, which carried a number of well-known brands, I was soon asked if I needed help again once the store had quietened down.

The store also stocked a range of visibility jackets, with much product residing at the value end, but still with plenty of choice on offer. While I had to ask about the differences between the types of lights on display, the service was friendly, the range was impressive and overall Cycle King provided a strong offering on the day.

BIKEBIZ.COM

Summary ON THE day Mystery Shopper also visited Luton’s Bloomfield cycles and My Bike Shop, but sadly both were closed. Aside from that the trip revealed IBDs and multiples putting in decent, or great performances. The biggest surprise came via JJB, which provided a marked improvement in the chain’s performance, in the opinion of Mystery Shopper. Non-cycle-specific retailer Sports Direct also managed to provide relevant product, even if the service wasn’t anywhere near as detailed or well-rounded as that from the other stores.

Chief accolades have to go to Dunstable’s Dysons Cycles. Despite having no competition in the town, Dysons hasn’t rested on its laurels, providing great service, friendly advice, demonstrations and a extensive range of product.

BIKEBIZ JANUARY 23

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CYCLESCHEME FOCUS

Cyclescheme founders Richard Grigsby (left) and Gary Cooper saddle up in Bath

Cyclescheme flourishes Cyclescheme grew by 350 per cent last year, the key reason it came tops in the Fast Track 100 list of stellar performing UK companies, as published in the Sunday Times. Carlton Reid pays a visit to Bath...

“We can cover the whole country.

We can sort out an employee with a bike shop within five miles of their postcode. Other schemes can’t do that.”

Gary Cooper

BIKEBIZ.COM

LET’S START with some numbers. Impressive numbers. In the first year of trading, turnover at a three-man Cyclescheme was £253,000. Now with 27 staff, turnover is £22.7 million a year. The business grew 1,400 per cent in the first 18 months; it’s now settled down to 350 per cent annual growth.

Twenty five per cent of Cyclescheme’s 100,000 sold vouchers to date have gone to women. According to surveys run by Devon and Highland councils, up to 60 per cent of voucher recipients are new to cycle commuting, and most of them are new to cycling.

The Government’s Cycle to Work salary sacrifice scheme has enabled the rapid growth of the the first company from the bike trade to get into the Fast Track 100 list of one hundred fastest growing UK companies.

Cyclescheme has built its business via partnerships with IBDs. Pretty much every independent in the UK, 1,450 to be exact, is on its books.

“We can cover the whole country,” says company codirector Gary Cooper. “We can sort out an employee with a bike shop within five miles of their postcode. The other schemes can’t do that.”

Cyclescheme was incorporated on Valentine’s Day 2005, founded by Cooper and Richard Grigsby. They’ve never brought in cash from outside investors. Everything has been self-funded, with houses put on the line in the early days in order to underwrite large contracts. Typically, Cyclescheme pays bike shops within two to three days of receiving a voucher, but may not see cash from large contracts until 60 days later.

The business was founded on the back of the lacklustre performance of the first Cycle to Work scheme third-party facilitator: Booost. At the time,

Cooper and Grigsby, engineers by training, were running Avon Valley Cyclery of Bath, a business they later relinquished.

“We wanted to set up a scheme with the University of Bath, but Booost wasn’t very helpful,” says Cooper.

“We thought we could do the scheme through the shop, without Booost, but the University wanted other shops involved too. We approached ten other shops, got an agreement and realised this could be done for other employers and elsewhere in the country.”

In its first year of trading, Cyclescheme sent out 800

BIKEBIZ JANUARY 25

CYCLESCHEME FOCUS

vouchers to bike shops. The same number of vouchers was sent out in just one day in June 2009, a measure of how far and fast the company has grown.

Cyclescheme has sent customers to bike shops from the likes of Coca-Cola and more than a third of Britain’s police forces and councils, and half of the fire and rescue services.

When Cycle to Work contracts were up with other suppliers (three-year deals are the norm), BBC and Microsoft shifted to Cyclescheme.

Earlier this year, Rolls-Royce bought £1.2 million worth of bikes for employees in a month.

And Cyclescheme recently won an open Government tender with the Department for Communities and Local Government, making its scheme accessible to more than 3.5 million Government employees.

The Government’s cycle salary sacrifice scheme was born in 1999, a Green Transport initiative that was all but unknown until repackaged in 2005 as Cycle to Work.

themselves for local employers,” says Grigsby, “but employers, especially the larger ones, want a selection of choice, want a mix of independents.”

The salary sacrifice sector is a large one: from childcare vouchers to dental care, and from bus passes to gym memberships. But not computers. Not any more. The Home Computers Initiative was a tax break scheme to get computers into households. One hundred firms relied on the sector, however in 2006, out of the blue, Gordon Brown – then chancellor – scrapped the scheme, killing the sector overnight, instantly.

With the scrapping of the HCI scheme, some third-party facilitator companies, set up specifically to market the tax-efficient, but bureaucratically burdensome PC employee benefit scheme, reconfigured their businesses to offer Cycle to Work, but by then Cyclescheme already had a robust business model and, critically, knew the foibles and strengths of the bike trade.

Richard Grigsby and Gary Cooper founded Cyclescheme in 2005

“We’re getting a lot of people out of cars and on to bikes, many for the first time. Cycling to work presses the right buttons – health, congestion and pumps less carbon dioxide.”

Richard Grigsby, Cyclescheme

Cyclescheme takes a ten per cent cut from bike shops, and provides administration for employers – it has 8,500 on its database. The employers become the owners of the bikes, and then hire them to employees.

The average voucher value is £600, with £400 for the bike and up to £200 for accessories such as lock, helmet and lights.

Cyclescheme has invested heavily in an extranet that generates invoices, contracts and hire agreements online, making it simple to administer the scheme, and hassle-free for employers, none of which pay for the service.

“Bike shops can do the Cycle to Work scheme paperwork

26 BIKEBIZ JANUARY

One of the reasons HCI was scrapped is believed to have been abuse of the system: customers and companies were colluding to get iPods and other hardware as well as PCs. HM Customs and Revenue takes a dim view of such abuse. Some bike shops and Cycle to Work facilitators have been known to play fast and loose with the bike rules.

Too many tales of systemic abuse (such as ‘topping up’ – customers adding their own cash to the bike package even though the bike belongs to their employer; and not playing ball with FMV, fair market value, the cost of the bike to the employee

at the end of the payment period) and HMRC may take a long, hard look at the Cycle to Work scheme. And given the recession, anything that can claw back cash for the Government is on the political agenda. HMRC is believed to be agnostic on the green benefits of Cycle to Work; it looks at the scheme from a tax point of view only.

Do the Cyclescheme directors wake up in a cold sweat at night, worrying the bike trade could suffer a similar fate to the HCI industry?

“Yes. The threat is omnipresent,” admits Grigsby in an all-eggs-in-one-basket sort of way. “This is all we’ve got; we no longer have any other business.”

But he sees no sign of an about face by the Treasury.

“Recent accouncements like the Cycle to Work Guarantee and the re-drafting of the Department for Transport’s Cycle to Work guidelines in September mean there’s a lot of mature thought going into the Cycle to Work concept.

“Lord Adonis [Transport Secretary] is in favour of it.

David Cameron is a cyclist, so even if there’s a regime change at the next election I think the powers that be will keep the Cycle to Work concept going.

“Our statistics show us that we’re getting a lot of people out of cars and on to bikes, many for the first time. We’re helping with modal shift, a key objective.

Cycling to work presses all the right buttons – health, prevents congestion, pumps out less carbon dioxide.”

HMRC doesn’t allow its own staff to use tax breaks to buy bikes (or any of the salary sacrifice products, for that matter) but, looking on the bright side, Cyclescheme runs the Cycle to Work schemes for the Office of Fair Trading and the Department for Transport. It has also run the Cycle to Work scheme for the Conservative party for four years (no, David Cameron didn’t buy his bike on a tax break).

To those bike shops that have done well so far out of the Cycle to Work scheme, Gary Cooper assures BikeBiz that there will be more of the same on the way.

“The sector is going to keep getting bigger and bigger,” he says. “We have only scratched the surface so far. The potential for our Cycle to Work scheme is immense.”

BIKEBIZ.COM

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For more detailed info on anything HOPE may or may not be doing please go to www.hopetech.com or call 01282 851200

INTERVIEW CHRIS BOARDMAN

Champion performance Since the deal between Boardman and Halfords back in 2007, the fruitful relationship has helped the national retailer gain an ever more substantial foothold in the high-end sector. BikeBiz speaks to the Olympic champion about how the partnership originally came together and reveals just how much Boardman really gets involved with the premium range…

What made you choose Halfords to work with?

The partnership with Halfords was years in the crafting and we are delighted with it. It allows us to do so much more than we could via other routes. For example, we have been able to bring high quality bikes of the specification we wanted to

the customer real confidence to buy, too.

How involved in the bike design are you?

Very. I have sign-off on every single nut and bolt. I am involved from the choosing of frame geometry through to selection of finishing kits and I almost always

“I have sign-off on every single nut and bolt. I am involved from choosing the frame geometry through to selecting finishing kits, and I try every component that goes on our bikes.” achieve to more people than via other routes to market, and for an awesome price, which is a fantastic combination. Seeing the top scores we receive in pretty much every independent review we put the bikes up for is testimony to this being a winning formula. It also gives

BIKEBIZ.COM

try every component that goes on our bikes. In fact, I’m just back from Italy where I have been testing both road and MTB components. Sometimes I recognise that there are others with greater expertise than me – such as in MTB suspension setups and in those cases I seek out

BIKEBIZ JANUARY 29

INTERVIEW CHRIS BOARDMAN

the best experts. We have a great team that I really enjoy working with and we all bring something to the mix.

Do you miss competing in bike races yourself?

I’m still competing! Making bikes that win reviews is the new race.

That and working with the British Team. Both of these demand a no-compromise approach, a real understanding of what makes a high performing product and immense attention to detail.

Your achievements at the Olympics – Gold in the individual pursuit event in 1992 in a world record time – set the bar for the subsequent successful British cycling teams. Can you tell us about your current professional links with the GB cycling team as the director of research and development?

I could, but then I’d have to kill you. Working with the R&D team is fantastic; they are all utterly fascinated by understanding how things work and then exploring to see how things can be made better. We spend many days – weeks actually – in wind tunnels each year, hundreds of hours poring over computer generated images of designs and days sweating whether we will get it all delivered to the team in time.

It is a massive responsibility to be supplying people who have dedicated years of their life in training and they trust us to make kit that helps and won’t let them down.

You were a famously singleminded competitive cyclist who used to say you had to do everything 110 per cent. Do you still feel like that?

Sadly, yes. I don’t think it is very healthy, as once I start a project I think about it to an unhealthy degree. With every bike we make, as soon as it goes out of the door we are already thinking of how we can make the next one even better, which of course gets harder to do each time. I have spent some time working with McLaren, and its chief engineer said to me last year: ‘Each year we roll the new car out and each year I say that’s it, we can’t do any more. And each year we find ways to move forward.’ That seems to be how it’s shaping up with the bikes too.

How did the relationship with your colleague, former UK

30 BIKEBIZ JANUARY

Ironman record holder Alan Ingarfield, in Boardman bikes come about in 2004?

Alan should get credit for being the company founder. He found me with an outline idea of making performance bikes and his enthusiasm was infectious.

He’s very passionate about sport and still does huge amounts of training. Alan might be quiet and prefer to stand in the background, but he was the catalyst and without him this wouldn’t have happened.

“Working with the R&D team is fantastic; they are all utterly fascinated by understanding how things work and then exploring to see how things can be made better.”

do you think it was a price worth paying?

I always said being that obsessed with anything will have a price.

On the whole, I think it was worth it, but when Sonny was born and I was there (I mean mentally really there), I realised that I had been wrapped up in myself for the best part of 20 years and I didn’t want that to continue. There is a lot more balance in my life now and I am around home a lot more.

It was reported that you won your first race at Kirkby in Liverpool at the age of 15 on a ‘bike recovered from a skip’.

Did turning that frame from the skip into a competitive machine ignite an interest in creating bicycles and not just riding them?

That’s actually true; my dad found it and built it up into a usable fixed wheel machine – we both loved tinkering and making bikes, then racing them. I suppose that hasn’t changed much, apart from the fact he is in his 70s and still racing and I’m neither of those things.

Twelve years ago you said if one of your six children came to you and wanted to go into competitive cycling you would advise them to do something else. Do you still feel the same way about them going into the sport?

I never did feel that way; I suffer from terminal sarcasm and sometimes people don’t realise I’m joking. The kids use their bikes a lot for transport and that’s great. If they ever wanted to compete – a couple of them have had a dabble – of course I would get right behind them, but they would have to drive it.

How do your wife and family say that Chris Boardman today has changed from the worldbeating cyclist Chris Boardman, Tour De France winner of the yellow jersey over three legs and Olympic Gold medal winner and holder of numerous world records?

I think you’d have to ask them that one. The sad truth is, probably not a lot.

You said that attending the birth of your fifth child Sonny, in the year 2000, brought home to you the ‘high price’ you had paid for your success and career as a competitive cyclist. When you look back,

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BROOKS

CYCLE BAGS

BARBICAN SHOULDER BAG

“THE BARBICAN IS A SPACE MIRACLE” Dirk, Munich, Germany photographed on his Pashley Guv’nor Read more riders’ comments on Brooks Cycle Bags at: www.brooksengland.com/dirk

Available online or at your nearest Brooks Dealer of Excellence UK Distributor: Extra UK Ltd. Tel 01933 672 170 www.extrauk.co.uk

CORE BIKE 2010 GUIDE

Cordee

S12

Fox

Monaco

SiWis

S8

Windwave

Extra

The Lounge

The Lounge & S10

Silverfish

Monza

Chicken Cycle-kit Nurburgring & S12

32 BIKEBIZ JANUARY

SealSkinz

S24

Jim Walker

Merida

Magny Cours & S11

2Pure

Ison

Melbourne

Catalunya

Indianapolis & Imola

Upgrade

Hungoraring

Paligap

Citrus Lime

Hope

Buffera

Hockenheim

S7

Suzuka

S9

BIKEBIZ.COM

CORE BIKE 2010 GUIDE

Core Bike 2010 A floorplan, a guide to the exhibitors and their key products and even information on how to get there.

Jonathon Harker and Mark Sutton provide the details‌

BIKEBIZ.COM

BIKEBIZ JANUARY 33

NEW Supplier Integration Module: ‘If you’re a Specialized or Giant dealer then come and speak to us about stock file integration.’

CORE BIKE 2010 GUIDE

Your guide to Core…

The Whittlebury Hall event provides an annual chance to unwind with others from the trade and meet the brand managers that are behind your stock. Jonathon Harker and Mark Sutton check in...

2pure LOOK out for a ray of light when wandering Whittlebury Hall – you’ll then surely be near the 2pure room, where NiteRider’s light range will be blinding the retail crowds with hundreds, if not thousands of lumens.

Perhaps offering the most light on the market, Niterider’s 1,200 lumen top-ofthe-range light gives out roughly the same light as many modern car headlights. The Pro 1200 houses two LEDs that sit within two reflectors. One reflector acts as a ‘spotlight’ and the

other as a ‘floodlight’. The resulting beam pattern is a perfect blend of both. The Pro 1200 also features NiteRider’s unique D.I.Y Software – which allows the user to define their own specs.

Emitting half the light, but at a reduced cost, Nightrider’s Pro 600 is highly adaptable and as such can be mounted on a helmet, or handlebar.

Custom-built optics make this one of the best night riding lights available with one of the best beam patterns.

Chicken Cycle-Kit

Buff CYCLONE Buff is the latest development from the Buffera camp. As part of the winter collection, the brand has added extra material to its traditional Buff, putting an elastic section on the base of the garment. This is in place to give the wearer a better seal against the wind.

The microfibre fabric section of Cyclone Buff is now 15 per cent longer to improve its versatility in extreme weather conditions and the shape of the

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2pure will also be dressing its stand with DeMarchi’s clothing. Retailers looking for a new clothing brand to sell through 2010 should take a look at the

‘Contour’ garments. Try on the ‘Racing Jacket’ at the show and you’ll get a feel for the amount of work that has gone into weatherproofing and, most importantly, the flexible fit of DeMarchi’s items.

Pedro’s Tools will get an outing too.

Having firmly placed the brand among the best available in the UK, 2pure will give pride of place to the MTK 64-tool box set. Each tool has a lifetime warranty and comes housed within a military grade ABS plastic case with custom tool pallets.

windstopper section has changed to fit better inside a jacket. As with any other Buff, the Cyclone is multifunctional and can be worn in a variety of ways.

Of the more luxurious items that the brand offers, retailers should try out the Merino wool Buff. Made from 100 per cent natural wool from Merino sheep, this fibre is super soft on the skin and has some clever properties.

The material naturally regulates body temperature, cooling when too hot and retaining warmth when the temperature drops. Although machine washable, the garment material doesn’t hang on to odours. What’s more, it offer great UV protection properties and repels moisture.

One per cent of all proceeds from sales of this item are donated to a number of non-Governmental environmental charities.

NALINI is one of the few firms still producing tailor-made garments within the trade and as such it should be on any high-end clothing specialists ‘check out’ list. The brand’s motif has appeared on the jerseys of champions for decades.

Close to Montava in Italy, you will find the warehouses using some of the finest wool, silk, polyester and versatile modern day synthetic fibres.

The Bianchi Milano range is available as ex-stock throughout the year. A range of kid’s clothing is also listed in the Chicken Cycle-Kit catalogue for the first time.

The latest Nalini

70 collection has a wide lifestyle appeal and there is also a complete customised clothing service available for amateur teams and clubs.

Cedric Chicken of Chicken Cycle-Kit comments: “Dealers interested in exstock supplies of Nalini are more than welcome to experiment with the brand.

Others, with more definite plans, can benefit from a ten per cent early order discount providing values in excess of £1,000 for a two-delivery drop order are pre-registered. There’s also a five per cent extra discount for a £600 order.”

BIKEBIZ JANUARY 35

CORE BIKE 2010 GUIDE

Citrus-Lime FOLLOWING the company’s trade debut last year, Citrus-Lime is back at Core Bike and will be showing off its wares to the cycle industry – namely its integrated EPOS, e-commerce and stock control system. Last year the company launched its workshop module, which calendars each job and tracks it from start to finish, records each part used and any labour extended and automatically emails or texts customers when the job is complete. Since then, the workshop module has been updated as part of Citrus-Lime’s commitment to continual development, with improvements made based on feedback from independent bike dealers and new features added in response to requests.

The firm will also demonstrate the Supplier Integration Module (SIM) for the first time at Core. The SIM brings up-todate and accurate stock availability with

Cordee

pricing data from suppliers direct into dealers’ EPOS systems. The ability to have this data at the point of sale provides IBDs with a much easier way to take special orders, to update their pricing and to add new products to their stock file.

Demonstrations of the Supplier Integration Module as well as CitrusLime’s fully integrated EPOS and ecommerce system will be available at Core Bike.

FRESH-FACED Cordee will be making its Core debut this year and is set to bring new cycle-centric books to the Whittlebury Hall-set event. Some of the titles due at the show include Mountainbike Tricks and Techniques by Martyn Ashton and the re-launch of the ex-Philips Cycle Tours series.

Those two titles will join Brompton Bicycle, written by expert David Henshaw, and covering the context and history of the famous brand. Another key title being brought to the show by Cordee is UK Breaks with Bikes, published

by Max Darings – the brains behind Rough Ride Guides. This mountain biking guidebook covers 100 routes to the best riding in the UK’s holiday destinations and is the seventh in the series. Like the rest in the line, it will utilise the unique ring binder design which allows routes to be taken out and used individually. Each

is printed on water-resistant paper.

Richard and Jane Robinson – the brother and sister team that own the company – will be at the show alongside sales representative Matt Cooke with details of bestsellers, stock recommendations and many other new titles. The firm told BikeBiz that it prides itself on its product’s knowledge and matching its various ranges to dealers’ customer bases.

The firm is also launching bespokedesigned shelving options at Core. The metal, powder-coated in smart, matt black shelves are designed to fit into standard slatboard in one metre spans.

Extra THE ALPINESTARS, Jango and O-Synce trio will form part of Extra’s Core Bike offering for dealers. Alpinestars MTBcentric clothing line includes jerseys, pants, gloves and protection – the latter including the MTB bionic back protector.

The thin, light and breathable CE-certified back protector offers the rider excellent ventilation. Constructed of 8mm PU impact foam with lightweight mesh biofoam, the protector boasts ergonomic five-plate construction that follows the natural curve of the back with locking plates that lower the possibility of overextending the back.

The Jango folding bike brand will also appear. Promising a smaller and lighter bike than traditional non-folding bikes, the Jango Flik provides a familiar,

Hope

Fox FOX’S newest MTB products will feature at Core. The firm says that it has concentrated on the smallest details to enhance its products and up functional performance while on a bike. Boasting performance fabrics, strategically placed mesh venting, stretch panelling in movement areas and more, the range includes new ideas and updates of older top-performing classics.

Among the highlights includes the Ventilator Short. New for 2010, the Ventilator features a super lightweight shell with a shorter out seam, specifically designed for hot weather rides when the humidity is high. Ventilation ports and a detachable inner mesh short optimise

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comfortable and fun cycling experience, thanks to a comparable wheelbase length and placement of rider controls. A host of accessories will be available – including lights, caps, bags and even a bike bag and transport bag.

Meanwhile, the O-Synce range of portable micro electronic products – including cyclometers, watches and GPS navigation devices, aims to keep simplicity paramount, with a ‘less is more’ philosophy and a flexible modular product line-up.

the air flow, and the new high performance Evo chamois gives riders comfort in the saddle all day long.

The new Titan Sport Jacket – an upper body suit for the gravity set – promises not to break the bank with its retail price and offers hard shell plastic protection on the back, shoulders, chest, and arms, with a mesh ventilated chassis for maximum comfort when railing those berms.

Fox has taken its bestselling V3 helmet and created the V3R – a reengineered version boasting less weight via its use of carbon fibre in the shell.

Finally, the 2010 dirt shirt collection uses a unique bamboo fabric that is both wicking and anti-microbial. The line features some of Fox’s top t-shirt graphics from the sportswear range.

HOPE’S diversification into new product just keeps going and going. Retailers at Core will be able to see the revamped stem range, which has been completely redesigned for 2010. XC stems have a new body, which means less weight, though dimensions all stay the same. The DH/FR stem (50 and 70mm) now has a three-bolt steerer fixing and, again, redesigned bodies. The two new introductions, though, are the four-bolt direct mount and the Boxxer and Fox 40 top crown combinations.

The direct mount uses the IS recognised four-bolt fixing, making it suitable for Boxxers, Fox 40s and many other forks. The super-low design allows discerning gravity riders the chance to get their bars in the lowest position possible, while the neat styling and knee -friendly design offer style, strength and precision handling.

Dealers specialising in road should take note of Hope’s pre-built range, which consists of four wheelsets, including 50mm carbon wheels. Hubs are handbuilt in Barnoldswick, then handlaced into the extensive rim range. The CNC lacing, tensioning and truing machine then builds the wheel to within .30 of a mm before Hope staff handfinish them

BIKEBIZ JANUARY 37

CORE BIKE 2010 GUIDE

Ison ISON will again be showing nearly all of its brands at Core Bike, including Identiti, Halo, Gusset, Society, Genetic, ODI, TSG, Renthal, KHE, Salsa, Surly, MRP, White Brothers, Dia Compe, Passport, All-City and Rohloff. The distributor will also be showing select items from Fibrax, Weldtite and Schwalbe.

For 2010, Identiti has developed a new fixie ‘freestyle’ frame, dubbed the Persona. To accompany this model, matching freestyle forks – the FFX forks – have been manufactured.

Ison will also be showing a revolutionary new helmet design from TSG – the Kraken.

TSG tackled its competition

Jim Walker with the Superlight helmet and it has now taken another step forward with this new design. It has to be seen to be believed, but the Kraken actually adapts to the wearer’s head shape for the one of the most comfortable and secure fits available.

Identiti’s Krisis frame has become possibly the most popular 4X hardtail frame in the NPS series and has seen top-ten finishes at World Cup events this year – but rather than sitting back, Ison has further improved the frame and will have the next generation version, the Krisis SL, on show. SL stands for superlight and it’s a good description, as the frame weighs in at sub 4lbs.

EDDY MERCKX, Sunn, De Rose and Argon 18 are among the brands being taken to Core by the distributor.

Eddy Merckx’s completely new 2010 range includes an expansion of womenspecific AFX and EFX ranges. Two aluminium models – the AFX and AMX bikes – also feature and hit the eligible price bracket for Cycle to Work.

World Championship-winning downhill, XC, freeride and all mountain bikes all form the line-up from Sunn, which includes the award-winning Kern and the Radical BOS-equipped frameset.

Triathlon specialist Argon 18’s TT-ideal E-80, E-112 and E-114 bikes will be on show, as will the superlight carbon Gallium Pro, Gallium, Krypton and the aluminium Radon – ideal for road cyclists. Sunn’s Electron track bike and Cyclocross-ideal carbon Arsenic will also be available for

dealers to get their hands on.

DeRosa’s Merak has been improved for 2010 with the addition of the King 3 RS, which boasts a mix of Toray’s finest 46T and 60T fibres to improve rigidity, comfort and weight. It also allows the customer a full customisable option on geometry, BB selection and headtube standards.

Campagnolo, Northwave and Fulcrum will also form part of Jim Walker’s stand.

Merida AS WELL as its bike brands, Merida is set to provide a plethora of accessories for Core attendees to feast their eyes on.

One of the key brands will be Birzman – a long-standing supporter and tools supplier for the Multivan Merida Team.

Fresh from winning a 2009 Eurobike design award (for its Dragonfly chain tool), Birzman’s range of multi-tools and accessories will feature at Core. Already available to the UK dealers, the ranges have seen positive first responses from the Merida dealer days and now the firm

is planning to bring in the full range of workshop tools during 2010.

The current UK catalogue spans everything from a ten-function carbon multi-tool weighing just 83g, via workshop tools and ultra light mini pumps, all the way through to wheeled tool chests and storage solutions.

Merida general manager Chris Carter says: “The opportunity to work with Birzman is one we could not turn down.

The Birzman brand is very striking and the design of the products is superb, but

SealSkinz

Paligap LITESPEED and Quintana Roo will be key brands at Paligap’s Core offering in 2010.

After two years of design, development and the kind of rigorous testing and evaluation usually seen for titanium bikes, the carbon range is promised to live up to the Litespeed name. Meanwhile, the entire Quintana Roo bicycle range will be on show at Core featuring the award-grabbing CD01 frame.

Paligap’s PowerTap tech and sales guys will be at Core 2010 to explain the benefits of training with Power and how to sell and stock the range at a retail level.

The brand new ‘Joule’

38 BIKEBIZ JANUARY

when you look deeper, you’ll find that the design and production quality are quite exceptional.”

Also up from Merida will be Alpina’s range of helmets and eyewear. An extended range will be available in 2010, which will be fully supported at the show.

The two firms have sported links for some time, particularly with the Multivan Merida Biking Team.

Merida tells BikeBiz that both accessories brands follow the same concept as the Merida Bike range of having no restrictive contracts, with minimum commitments. Merida’s aim is to build long-term business in the UK.

head unit will be on show and demonstrations are available to new and existing accounts. The new Saris Solo rack will also be at the event, and Paligap will be taking orders on this single bike Bones rack, which it calls a unique product at a great price.

The distributor is also set to bring Sombrio’s catalogue to Core, including new kids’ and girls’ ranges. The Girls’ range provides fashion and high performance with a mash-up of cultures, designs and musical influences from the past and present. Sombrio’s new Freeride and Epic (XC) ranges will also feature at the Core Bike show.

LIKE CORDEE, SealSkinz is featuring at Core Bike for the very first time. The brand’s range of cycling products will available for dealers to peruse, and key members of the SealSkinz team will be at the show to answer questions.

The brand’s cycling products are designed to offer waterproof, breathable, windproof and close-fitting protection to keep cyclists warm, dry and comfortable at all times. Each and every product is made with unique SealSkinz patented technology, which works via a seamless three-layer construction that comprises of an outer layer, a waterproof, highly breathable membrane, plus a comfortable inner lining.

Brand new – and top secret – SealSkinz cycle clothing will be on show at Core. It’s so secret, in fact, that we can’t yet divulge many details. What we can tell you, however, is that the firm is

releasing a new ‘lobster’ construction handlebar mitt.

SealSkinz tells BikeBiz: “Like our most popular products, it is made from patented SealSkinz technology to keep wearers warm, dry and comfortable at all times.”

With appeal within and outside the cycling market – including in the outdoor, marine and equestrian markets – SealSkinz’s debut at Core is set to appeal to a wide range of visiting retailers.

BIKEBIZ.COM

CORE BIKE 2010 GUIDE

Upgrade MORGAN NICOL will be making his annual trip to Core Bike again this year to present the latest Oval Concepts range.

After another year working with pro tour teams and the world’s top triathletes, Nicol has even more cutting edge products that must be seen by those retailers with an interest in triathlon and road. Nicol’s new A911 and R911 forks take the Jetstream technology to a whole new level. As used by Ridley on the famous Dean frameset, the A911 forks are UCI/ITU accepted for competition, have a massive 80mm depth and were co-designed by Bruce Eddington, head of carbon forming at Force India’s Formula One team.

Meanwhile, Reynolds will have its ground-breaking new RZR wheels on

display in the Upgrade room. Not only do the RZR wheels weigh in at a ridiculously low 875g a pair, they also encompass the latest in aero technology, with their Swirl-LipGenerator to enhance airflow over the trailing edge of the rim and full NACA approved aerofoil spokes. Reynolds will also have on show its 1kg MVUL T wheelset and its new Assault tub wheels, which bring Reynolds’ sectorleading uni-directional, full-carbon rim technology and amazing braking performance to a competition package at less than £900.

As with last year’s show, Mike from Atomlab will also be on hand to share his passion and design knowledge on the latest products.

Silverfish ROCKY MOUNTAIN again brings a strong Canadian feel of quality to the Silverfish room, with a range of bikes designed around the North Shore scene.

New for 2010 is the Flatline World Cup downhill rig. Piloted by Sabrina Jonnier, the Flatline was so dominant that the World Cup Series was won by the French racer with rounds left to go.

The 2010 Rocky Mountain range has been tweaked aesthetically and, with very strong colours and design, looks very impressive. UK team rider Scott Beamount, the current 4X National Champion, will also be on hand to answer any questions and talk dealers though the range.

Cove Bikes are always popular with stores and consumers, partly due to the brand’s tongue-in-cheek names, but equally for the

SiWis ride quality. The new G-Spot will be on display, which offers 160mm of rear wheel travel and is well worth consideration for your stock.

A whole room of SockGuy products will also feature inside Whittlebury Hall.

Known for the high quality socks, 2010 will see an increased range offering base layers, arm warmers and over shoes.

SI WATTS will again be exhibiting at Core Bike with his company SiWiS, giving cycle dealers chance to take a closer look at its internet solutions for bikerelated companies online.

SiWiS provides firms with bespoke web work, providing dealers with the chance to have a dedicated system built to suit their individual needs, or to select the i-BikeShop etail system – a ready-togo e-commerce solution that includes

simple self-management systems to make looking after the content of sites easy for novice users.

Watts tells BikeBiz: “Having worked in the retail environment and later as a rep for a major player at the time, what started as a hobby building websites for a few select customers has rapidly turned into a thriving business catering almost solely for the web needs of bike-related companies.”

Windwave LUCOZADE, MARZOCCHI, FSA and Colnago are among the highlights of Windwave’s offering at Core 2010.

Also set to appear is A2Z – the one-stop shop of disc brake spares and accessories designed to solve the various compatibility issues faced by the many types of disc brakes and mounts available on the market. A2Z also offers a range of colour matched accessories that include QR sets, headset spacers, bottle cage and chain ring bolts.

BIKEBIZ.COM

Ice Toolz’s revised home mechanics tool kit will also appear, now including higher quality tools and smart new case, as will the new Trail buddy compact kit for trail side repairs. What MTB? magazine recently awarded Gold and Value prizes to the firm’s best-selling tenfunction multi-tool, which Windwave offers custom shop branding on.

The 2010 Mace clothing range – suitable for wearing on and off the bike – features new-for2010 lines, including a women-specific

range and some unique finishes to its bestselling helmets.

Added to the Windwave portfolio in the summer, Lucozade’s complete range of products – plus examples of POS – will be available for dealers to see close up.

FSA’s innovative and updated K Force and SLK ranges will feature too, as will Gravity products. A show exclusive will appear in the form of the Colnago Master.

The firm will also bring along international sales manager Diego Colosio and Mr Colnago’s grandson, Alessandro Colnago.

Windwave’s jam-packed display at Core will also include Corsair’s innovative suspension frames and Nokon’s cables.

BIKEBIZ JANUARY 41

CORE BIKE 2010 GUIDE HOW TO GET TO WHITTLEBURY HALL

By road Exit the M1 (11 miles) at J15A. Take the A43 dual-carriageway towards Oxford/ Silverstone (speed safety camera on A43). After nine miles turn left onto the A413 signposted Buckingham/ Whittlebury. Drive through Whittlebury village to the far side and turn right into Whittlebury Hall/Whittlebury Park.

From the M40 (18 miles), exit at J10 and take the A43 towards Northampton. At the Whittlebury junction, turn right onto the A413 signposted Buckingham/Whittlebury.

Drive through Whittlebury village to the far side and turn right into Whittlebury Hall/Whittlebury Park.

Alternative routes are available from the M40. Also from M1 via Junction 14 and 15. From Central Milton Keynes (11 miles), follow the A5 north and drive through the villages of Potterspury and

42 BIKEBIZ JANUARY

Paulerspury. Take a left turn to Pury End/ Whittlebury. Turn left at the T junction, drive through Whittlebury village to the far side and turn right into Whittlebury Hall.

By rail Rail users travel to nearby Northampton or Milton Keynes railway stations. Both stations are mainline stations with regular service connections to all parts of the United Kingdom.

By air London Heathrow (70 minutes), Birmingham International (50 minutes), Luton (40 minutes) and East Midlands (40 minutes) airports are all within easy reach of Whittlebury Hall.

BIKEBIZ.COM

BRAND SPOTLIGHT PACE

Setting the

Pace Developing cutting-edge technology and keeping ahead of the competition are all in a day’s work for Pace. Jonathon Harker speaks to Adrian Carter to find out about life in the mountain bike fast lane…

Pace has been in the cycle business for over 20 years.

How has the firm changed?

The business of designing and supplying high-end MTB products hasn’t changed, but the structure of the company has.

For many years our core business was fork manufacture, with other products in our lineup such as frames, components and clothing taking a back seat due to the demands made by the suspension business.

That changed three years ago when DT bought our suspension designs and manufacturing rights, freeing up the company to develop Pace products and services. Now we have three separate departments: Pace Cycles – MTBs and components, DT Swiss Distribution – suspension and wheel components, Service Centre – suspension servicing and warranty for DT, Scott and Pace.

Is the sector as strong as ever?

Certainly it’s currently challenging. High-end MTBs are luxury goods, so it’s important to ensure customers first choose mountain biking above a snowboard or whatever for their next high spend acquisition, and secondly we encourage them to choose Pace by reinforcing the brand with strong marketing and advanced products.

Technically it’s the most demanding sector to be in, plus it’s easy for a small niche brand to be drowned out by the big USA players. But small is beautiful as they say and our strength is technical innovation – a main driver in this market.

Innovation seems to have been a bedrock at Pace. How

46 BIKEBIZ JANUARY

important is it to be at the forefront of new technology?

It’s essential and in a tough market it would be easy to justify development spending cuts. But in actual fact, Pace has more new product for 2010 than ever and we worked our little butts off to break into new market segments, develop totally new components and reinforce that ‘Pace brand equals innovation’ perception.

What are the 2010 highlights?

For Pace, the fact that for the first time we have a complete mountain bike range including the beautiful fillet brazed steel RC104 (which stole the show at Earls Court), plus the new Scandium four-inch travel RC204 trail/race frame with Free Floater suspension technology.

There was a real buzz from our dealers when we launched the new range and we’re all expecting big things in 2010.

The big story from DT Swiss has to be the incredible 54 strong suspension fork line-up headed by its new magnesium models with new Twin Shot damping tech – particularly considering the competitive price points these models achieve. Behind the scenes DT designs many exclusive products for the OEs – for example the new M210 shock found on some 2010 Scott bikes (and standard fitment on the new Pace RC204 and 405 models).

Are you looking to expand your dealer base?

Yes, for both Pace and DT Swiss.

Now we’ve completed our three -year strategy to increase the Pace frame range and develop products for targeted niches, we

expect to broaden the brand’s appeal and the dealer network.

If you only have one or two frame products in your range, this limits the work a dealer is willing to invest in the brand and that restricts the retailing network. We’re getting more dealer interest, enthusiastic about the extended range; they see Pace having broader appeal.

The DT suspension range – although high quality and high performance – was previously super high-end product. For 2010, DT has retained quality, improved technology, expanded the range and, importantly, pitched in with some competitive pricing, so more dealers now see DT as a true challenger to the established suspension brands. It’s very appealing to dealers who see these changes are achieved without squeezing their margins.

We have a technical sales guy on the road and we’re happy to arrange a visit should any quality dealer have an interest.

Any 2010 predictions?

Pace is investing a lot into its range and brand and hopes that other brands likewise drive the quality of product, function and service forward as well. 2009 seems to have been a story of missed opportunities for many, with reduced manufacture and stocking providing real headaches for dealers.

Cycling shows so much potential for growth and all OEs and suppliers need to be ahead of the game, ready to meet demand.

T: 01723 867919

X

The New Pace RC104 fillet brazed steel MTB has an SRP of £595, while the RC80BB has a £69 SRP

BIKEBIZ.COM

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Spend £200 with us and receive your choice of 1 free case of either Body Fuel Bars, Carbohydrate Tablets or 750ml Lucozade Sport Ready to Drink!

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EXPO REVIEW

A touch of luxury…

A new location, over 50 brands and a five star experience to boot. Jonathon Harker takes a look at how Expo 2010 is shaping up and what dealers can expect to see…

48 BIKEBIZ JANUARY

NEXT MONTH dealers from across the trade will be heading to St Albans to see the latest product from Fisher Outdoor Leisure at Expo 2010.

Running from Sunday February 7th to Tuesday February 9th, Expo 2010 will provide store owners with the chance to get up close to a host of new and existing brands from the distributor’s growing portfolio.

Over to Fisher CEO Richard Allmark: “We are really looking forward to welcoming all our customers to Expo 2010. We have some fantastic new products and brands on display, and it will be an excellent opportunity to meet with many of our staff and talk about how we can further develop our business partnerships over the next 12 months and beyond.”

Notably, this year’s Expo is set to take place at the luxurious Sopwell House, St Albans for the first time. Now only a stone’s throw from the distributor’s head office in the same town, the move to the luxury hotel is a departure from previous years

hosted at Edgbaston Cricket Ground. So why the change?

Allmark explains: “We’re thrilled to be hosting our event at the beautiful Sopwell House hotel and know that customers who join us will have a wonderful

hotel will represent exactly the high quality service we want our customers to associate with doing business with us.

“It’s been a fantastic year for Fisher: we’ve implemented many operational initiatives across the

“We’re thrilled to be hosting Expo at Sopwell House. It’s a five star venue and a favourite with many Premiership football teams visiting the area...”

Richard Allmark, Fisher Outdoor Leisure experience, enjoying the same hospitality as many top sports teams regularly do – Sopwell House was home to the South African rugby team on their recent visit in November, as well as many National and Premiership football teams visiting the area.”

It’s all part of a five-star plan, as Allmark explains: “This year, our focus as a business is to deliver a five-star customer experience – and we know that hosting Expo at this high quality

business that we’re keen to show off to our customers, and will also be offering dealers who attend Expo the chance to visit and tour Fisher HQ and see some of the new systems in operation.”

BRAND HIGHLIGHTS… The wide range of products from over 50 brands will be the key draw for dealers. One of the newest brands set to pull in a crowd will be the new Kansi folding bike range, as will a

number of other new brands to be launched at the event, but the firm remains tight-lipped on those, saying dealers will have to attend to find out more.

What we could glean from the distributor is that its full range of 2010 Norco bikes will be available to test ride.

Customers will also be able to see the exciting new range of Look racing, mountain bike and triathlon-specific frames on show in the UK for the first time. Expo will be host to one of very first viewings worldwide of Look’s new aluminum track bike, something especially exciting as the frame is expected to retail below £1,000. Look Blade pedals will be on display too.

Expo will also be the first opportunity for many to experience SRAM’s super smooth fast-shifting premium MTB groupset – XX. The brand’s carbon wheels will also be showcased, as will its brand new aluminium range.

Matching the growth of the commuting sector, Fisher will do everything in its power to ensure dealers can view a wide

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EXPO REVIEW

range of commuting-specific products, with practical display options, to take advantage of the growing sector.

Sopwell House will get a dedicated clothing room, showcasing a wide range of apparel, including top-notch designs from leading brands like Santini and Troy Lee. The full range of Met and Troy Lee helmets will also be on display.

Expo will be an opportunity to try out the new and improved updated Google Earth software on Tacx’s Fortius or totally wireless Bushido trainers set up at the show.

NOT JUST BRANDS Aside from new product, Expo 2010 will also serve up special guest speakers, and attendees will be able to meet and chat to Fisher-sponsored athletes and teams – a full list of which will be announced shortly.

Richard Allmark continues: “Every year, it’s our intention to make our Expo both informative and fun – but this year we’re really pulling out the stops.

Customers will be able to sign

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up for seminars on a variety of topics online at www.fisherexpo.co.uk and we know that it will be beneficial to all who attend to have the opportunity find out more about the products from manufacturers, product managers and professional cyclists alike.”

Doors open at 1pm on Sunday to give staff and customers the chance to take part in the charity ride and close at 5pm on Tuesday. Fisher promises to keep visitors well fed and watered while they’re at the show with lunch and refreshments provided throughout each day.

Sunday night will also be host to a Gala Dinner, with entertainment and the chance to meet a number of key industry figures and an appearance from ‘a very special guest speaker’ – with details to be revealed later this month.

Dealers can also make a weekend of it and take advantage of a specially subsidised rate (£100 for a twin/double room inc breakfast – standard Sopwell rate is £149 for double occupancy) and the hotel’s spa and leisure facilities.

Dealers can request a room when they register at www.fisherexpo.co.uk. Formal invites will be arriving as this edition of BikeBiz lands and dealers should watch out for the black and pink invite coming through their door early in January. They’ll then be able to register their place online at www.fisherexpo.co.uk.

CHARITY RIDE All customers attending the opening day of Expo 2010 on the morning of Sunday 7th February are invited to join the

Fisher crew for a charity road ride around Hertfordshire’s rolling country lanes (bring your own bike and riding kit).

The ride will start at Sopwell House and all funds raised will be in support of the Stephen Murray Family Fund, which raises money for the medical expenses of Stephen Murray, the BMXer who was seriously injured while competing in 2007.

For a suggested minimum donation of £50, all riders will get the chance to ride with some big cycling names (watch out for announcements in January) and will also receive a custom Stay Strong Santini Jersey, worth £50 on its own.

“Every year, it’s our intention to make our Expo both informative and fun. Customers are now able to sign up for seminars on a variety of topics online at fisherexpo.co.uk” Richard Allmark

To register, sign up online at www.fisherexpo.co.uk or contact Neil Batt on 01727 792618.

BIKEBIZ JANUARY 49

PEOPLE AND RECRUITMENT Send your recruitment news to

mark.sutton@intentmedia.co.uk People & Recruitment is Sponsored by Halfords

Findley heads up Madison design team Madison creates new senior designer role Mather moves on from Moore Large Wain joins Ridley team MADISON welcomed CARL FINDLEY to its team at the start of December. The distributor has given Findley a newly created role in the marketing team of senior designer. He will work as part of the distributor’s in-house team of five designers.

Findley joins from distributor Fisher Outdoor Leisure where he held a role with the same title.

He spent three years with the firm before commencing work at Madison on December 4th.

Marketing manager WILL FRIPP commented: “Findley has a fantastic industry-relevant skill and experience set and we are really excited to have him join our ever-expanding team.

“Findley will further bolster our already award-winning marketing team.”

Carl Findley GARY MATHER After 22 years’ service, Gary Mather has left Moore Large to further his career elsewhere.

NIGEL MOORE commented: “Gary has been a major contributor to our success and has always shown a level of professionalism and dedication that has long been admired.

While I sincerely regret his

departure, I wish Gary the very best and thank him for all he has done for the business.”

Moore Large is now looking for someone to fill the role of sales director for bicycles. This role encompasses the sales of its Bumper, Freespirit, Barracuda, Haro, Basso and Izip ranges of bicycles to the distributor’s extensive customer base and management of its field and office-based sales forces.

Anyone interested in the position should contact Nigel direct at nigel.moore @moorelarge.co.uk PAUL WAIN Following the success of its first year of going direct in the UK, Belgian company Ridley Bikes has added its second sales person to

support the brand’s growth in the UK. Paul Wain has been appointed as account manager for England and Wales. With 16 years of experience in the bicycle trade, Wain has a wealth of knowledge

Paul Wain

and a strong commitment to providing customer service for Ridley stockists. Wain also brings a unique understanding of competitive racing to the role, having represented Great Britain at World Championship level.

Most recently, Wain has been developing corporate and export sales at Madison.

Ridley is committed to investing in the brand’s future with a move to larger premises and the introduction of a new computer system to enable staff to respond quickly to market demands and increase its level of customer service.

Wain can be contacted on 07850 979 833 or via email at paul@ridley-bikes.com.

Ridley Bike’s head office can be contacted on +32 13 673 600.

What got you in the saddle?

“It’s no exaggeration to say that I’m fanatical about bikes.

Ever since I was knee high, I found it so much easier to get places on a bike. So much so that I gave up driving completely a few years ago. Crammed into a car? Give me two-wheeled freedom any day of the week.”

However you ended up in the saddle, one thing’s for sure, you love it. And wouldn’t it be great if you could share that passion and turn it into a great career?

Bikehut Specialists COMPETITIVE SALARY EXCELLENT BENEFITS NATIONWIDE

Whether you’re recommending new products to those in the know or getting kids started on their first bike, you’ll be talking about the thing you love the most and getting paid for it.

In addition you’ll need the energy and enthusiasm to deliver truly exceptional customer service – making sure every customer gets the right machine and right gear - but when you’re finding perfect bikes,

helmets, clothes and accessories, it certainly won’t feel like hard work.

Sounds good? Then get in touch. You’ll need a talent for talking to people, the practical skills to build and repair bikes and plenty of enthusiasm to learn about our huge product range.

Halfords is always expanding, with new ranges and more Bikehuts so this could be the start of a great career. In return, you can look forward to a competitive salary and benefits including generous staff discount, free uniforms and sales based bonuses.

To find out more about the roles and just what Halfords can offer you, get yourself to

www.halfordscareers.com Tel: 0121 702 0700 50 BIKEBIZ JANUARY

We go the extra mile

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BIKEBIZ JANUARY 51

52 BIKEBIZ JANUARY

BIKEBIZ.COM

RETAIL ONLY

The trade’s guide to sourcing stock, up-and-coming IBDs and the very latest products

RETAIL COMMENT CAN you charge more in the workshop if you display a certificate? That was the trending topic on the BikeBiz forum just prior to the Christmas break and, as is often the case, the trade is divided down the middle.

What’s worth more – years of hard-fought experience dealing hands-on with worn out bicycles, or the certificate earned over a matter of weeks that presumably gives any customer the confidence in your ability to deal with any problem they may bring?

In my mind, the simple answer would be possessing both experience and paper evidence of a certain level of skill.

Problem is, with the meagre average salary of a workshop mechanic, typically workshops are staffed by 16 to 25-yearolds, the majority of whom can’t claim to have ‘experience’.

Government funding is available to see most mechanics through the Cytech courses, so there’s really no reason not to get the certificate. From a mechanic’s point of view, however, despite the certificate, the top-end industry wage still appears to be around the £20,000 mark, so it’s hardly surprising the industry has few truly worn-in hands on deck.

“How will you justify £70 for a bike build if the customer can’t see what makes your workshop more qualified to do the job than ‘my Grandad who is an engineer’?”

No matter what trade you work within, having a certificate on the wall instils at least some confidence in customers – something that any bike shop should strive to achieve. Since when was investment in the business (not to mention investment in your people) a bad thing?

Of course, I can see many of the trade’s seasoned hands’ perspectives – “what difference does a bit of paper make; I’ve been doing this for years,” many say.

Sadly, in this day and age, without some form of accreditation, proof of your ability is more essential than ever if your store is to stand its ground on charging ‘real money’ for workshop labour. How are you going to justify £70 for a bike build if the customer can’t see what makes you more qualified to do the job than – wait for it – “my Grandad who is an engineer”?

As we all know, the workshop is becoming more essential than ever, particularly to the independent that needs to focus on margin to pay the wages.

Stores that have been brave enough to raise workshop pricing will no doubt be the first to lead the way on gradually making a mechanic’s salary more attractive.

As an trade which claims to have a shortage of mechanics, making workshop roles as attractive as possible will be paramount to the trade’s progression over the coming years.

It’s been some time since I last saw a dormant workshop on a store visit – so why not make yours the best in town?

Mark.Sutton@intentmedia.co.uk

IN THIS MONTH’S ISSUE STORE PROFILE

55

Having been open just over a year, BikeBiz drops in on Mark Seaman’s Groove BMX for a progress check...

WORKING ON THE WORKSHOP?

57

As rambled on about above, the workshop is increasingly important. What tools best suit your workshop?

PENDLE PROFILE

68

With the increase of home-based holidays, Pendle explains why the bike rack is becoming a must stock item...

Carbon Matrix frame Shimano Alfine 8 gears Shimano Alfine disc brakes Vogue magnesium air forks Remote lock out Velo saddle and carbon post Sealed bearings Carbon Matrix cranks

Only rust proof components LCD computer Tektro comfort brake levers Alexrims 36V LED front light Carbon handle bars Bikes & spares always in stock Electric motor?!

Are you an IBD? If you have time may we talk to you about our electric bikes?

For more information about our range of electric bikes and how they may fit into your 2010 business plan please contact Douglas on:

British Electric Bicycle Association Member

01590 681553 or

UKSales@wisperbikes.com

www.wisperbikes.com

IBD PROFILE

Groove BMX

Shop staffer Connor Horton

Opening times: Monday to Friday 10am to 6pm, Saturday 9am to 5pm, Sunday 10am to 4pm

Telephone: 01279 451 677 Web: www.groovebmx.co.uk Owner: Mark Seaman

For a business that started selling to race crowds from a transit van, Groove BMX has come a long way under the guidance of UK racing guru Mark Seaman and a few loyal staff. Having opened a bricks and mortar store just over a year ago, Mark Sutton pays the store a visit to see how business is going…

Tell us about Groove’s history and how it got to where it is today: The business started with the owner Mark Seaman and a transit van. Mark would attend races and sell racing gear, as well as being a force to contend with on the track. From there the lorry was bought. That lorry still attends plenty of race days, but is mostly parked within our warehouse and is open to the store’s customers to browse.

The warehouse opened in October 2008 and the interior turned into a store dedicated to freestyle and BMX racing.

So the store’s not just race focused then?

No, in fact it’s half and half. Racing was booming after the Olympics and does still sell through, but it’s a fiercely competitive market fought between just a few companies in the UK. Our ambition is to be the biggest player in this market and to challenge some of the bigger freestyle stores as time goes on.

Hopefully we’ll become the largest independent BMX store, all under one roof.

How was Christmas for you – did BMX sales go mad as predicted?

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From November onwards, sales certainly picked up dramatically.

Complete bikes in particular are real money-spinners for us. Our entire order of WeThePeople bikes has sold prior to its arrival, and several other brands that we’ve pushed are also proving strong performers. We’re really behind the Verde and Twenty brands at present. Twenty components are what we tend to supply our sponsored riders with and this does occasionally rub off on customers who meet our team. In fact, we’ve just sold a bike very similar in appearance to the one we supplied up-andcoming James Curnock. This happened all because a kid asked him where he got his bike.

You have an extensive sponsorship programme then?

The Groove factory and flow race team are huge and very well known on the race circuit. There’s a few race-winners on the main team too, all of which represent the store at races.

As for freestyle, we’ve got four riders, most of whom are local and have appeared in adverts that you may have seen in BMX magazines.

Marketing the store is taken care of then?

“The Groove factory and flow race team are huge and very well known on the race circuit.”

As you’d expect, we’re a very big supporter of newly launched race magazine Fast Lane. Then there’s our adverts in Ride, which hopefully are building the store’s name among the freestyle crowd.

Promoting the store locally isn’t a problem as those we sponsor always sing the praises of the shop wherever they go. Having said that, we do support a small local

paper and make an effort to get our names on the flyers for most council organised events.

In terms of online, we’ve got quite a popular blog running, which is updated every few days.

Within this we post product news, team goings-on and occasionally we’ll write articles for the web. The most recent posts have involved the scales and a number of products. On a quiet day we get down a selection of products, look up the manufacturers’ claimed weights and then find out the true weight. Some of the claims are pretty outrageous.

All of this content tends to find its way to our Facebook page too, which is just another portal to get the brand name drilled into the minds of the public.

We’re also working on our own branded t-shirts to be sold in store, as well as Groove stickers to hand out with orders. In the future, there’s a chance that we will have our own brand too…

So your customers, are they all kids, or are older BMX riders still part of the demographic?

It is mostly kids, but it is a huge market, I mean really huge. There is obviously an established generation of riders sticking with riding 20-inch, but the new wave of ten to 16-year-olds provide us with plenty of sales. As I said earlier though, it’s all about the complete bike ranging between £300 to £500, these sell like crazy.

Can you share any more details on your own brand?

I can’t say too much, but we’ve got vague plans to introduce a component brand under a yet-tobe-decided brand name. We are going to Interbike to scope the potential this year.

So what’s the next big trend within the sector?

It’s got to be front brakes. There’s so many inspirational guys out there doing crazy things with their front brakes. Mostly I’m just saying this to annoy the riders that love to footjam their fork.

So component sales don’t make up a large portion of revenue?

Oh they do, but it’s mostly custom wheel builds. I’d say we do one custom build a day going up to Christmas. We’ve done a few complete bike builds from the ground up too, which needless to say generates a healthy take.

Race wise, safety concerns are rife among those hitting the track.

We sell a load of full-face helmets, neck braces and race clothing.

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BIKEBIZ.COM

LUBES, TOOLS AND TRAINING

The tools of the trade…

Does your add-on sales business run like a well-oiled machine, or are signs of till seizure evident?

Either way why not browse this sector guide to the market’s tool, lubrication and cleaning fluid products and get your mechanic trained up in the process…

Weldtite IF YOU’RE looking for a one-stop solution to all workshop needs, Weldtite is worth a call. Dealing in cleaners, tools, maintenance products and lubrication, Weldtite is a brand dedicated to providing workshop solutions both for re-sale and for use in-store.

If your workshop is in need of a tool up and you’re looking to service customers with workshop grade tools look up the Cyclo tool range, which has been available from Weldtite since 1999.

Workshop basics such as screwdrivers, pliers, Allen keys, wrenches and tyre levers are just the start.

SKS KNOWN for the quality of its pumps, SKS branched into tooling a few years back and now has some of the market’s best portable multi tools.

The most recent addition to the range is the handy Bit Worx. This model is ideal for customers spending a lot of time riding off-road. The ten-function Bit Worx breaks into eight pieces which link up to give the user some leverage. The body is formed from two large tyre levers that clip into a frame housing

BIKEBIZ.COM

Weldtite has a comprehensive range of heavy-duty, precision-made spanners for every application and the new-look shadow board is the perfect way to keep a work station tidy.

Developed by bicycle mechanics for use in a professional workshop, Cyclo Advanced tool sets include a complete set of removers, bracket tools, press tools, threading tools, reamers and facers, all in a unique modular system.

No workshop job is complete without lubrication and greasing of components – that’s where the TF2 range comes in. Weldtite is one of only two companies worldwide with the rights to put Du Pont branded products Teflon and Krytox into its lubricants.

popular Allen key sizes and screwdriver bits. The unit weighs just 95 grams and should snugly fit in most backpack pockets.

The brand also manufactures a number of convenientlysized one-piece multi tools.

They range from an eightfunction item, all the way up to a comprehensive 20-tool solution, complete with a chain breaker.

SKS is distributed in the UK by three separate companies: MADISON: 0208 385 3385 RALEIGH: 01773 532600 CHICKEN CYCLEKIT: 01525 381347

The TF2 catalogue is quite extensive too, consisting of everything from dry chain wax, to long-lasting lithium greases ideal for keeping bearings rolling smoothly.

Also tucked within the Weldtite catalogue is a number of items geared toward the customer who won’t be seen on their bike if it’s not shining and muck-free. First of all, brush kits are available to remove dirt from everything from tyres to spokes and chains. Once clear of the majority of muck, Weldtite’s degreaser machine is ideal for a thorough chain clean. The system is supplied with a citrus degreaser.

Weldtite: 01652 660000

Jim Walker CYCLUS Tools has a couple of great professional workshop tools within its range. One such product is the brand’s professional bottom bracket cutting and facing tool. After cutting the threads, simply disconnect the cutter and continue with facing the bottom bracket shell. Shell faces will be perfectly parallel to each other and square to the threads. This tool is important for external bearing cranks.

Specific brand tools are available too, such as the Campagnolo Ultra Torq crankset bearing extractor. Non-

brand specific tools are no-less topnotch either. Cyclus offers a dual disc mount facing tool. This item simultaneously mills the disc brake mounting surface on frames and forks.

This way you ensure the exact mounting of the disc brakes.

Jim Walker: 08707 528 777

BIKEBIZ JANUARY 57

LUBES, TOOLS AND TRAINING

Green Oil

Fat Spanner

GREEN OIL further boosts its ecocredentials for 2010 with the announcement that its bottles are to be made from 100 per cent recycled plastic.

Each of the brand’s four products are to come in the reclaimed plastic bottles, which are manufactured from treated household plastic waste.

The effort to reduce waste doesn’t stop there either. Green Oil actively encourages bottle re-use and as a result offers five-litre refill cans, which are available to stockists.

The new Green Oil ‘snap caps’ are an innovation themselves. They are quick to remove without the tedious screwing on and off as seen on other products. Simply twist 180 degrees and pull off. The nozzle is long too for those hard-to-reach areas.

Green Oil UK distributes direct to bike shops, now including solar powered bike

FAT SPANNER continues in its aim of bringing the very latest tools to the retail market, many of which are developed around emerging market trends and standards.

Concentrating on independent customers only, Fat Spanner provides a simple, no nonsense lifetime warranty on all Fat Spanner branded tools.

Among the very latest products added

Muc-Off MUC-OFF’S one litre Twin-Pack is currently available at a pocket moneyfriendly price.

For the cash, customers receive a one litre NanoTech cleaner packed alongside a refill bottle (without nozzle), all for just £9.99, saving the consumer £3.99.

Classed by much of the industry as ‘the original and best’, Muc-Off’s one litre NanoTech bottle also houses a brand-new trigger with an ergonomic design, ensuring even more control for the user. It’s even moulded in pink and black – the Muc-Off house colours.

The Cycle Division THE CYCLE DIVISION is the exclusive distributor for the Finesse brand.

Finesse features a range of Britishmade, premium-grade lubricants and cleaning products designed with the discerning cyclist in mind.

The recent addition of Finesse Multi Clean ‘8to1’ to the range has proven popular due to its many selling features.

Multi-Clean ‘8to1’ is a concentrated

58 BIKEBIZ JANUARY

lights and safety products to keep cyclists safe and green.

Products in the line-up include the award winning solar-powered Anklelite.

The Green Oil brand also provides dealers with display racks made out of reclaimed wood made by disabled people.

This ensures no trees are destroyed to make the rack, and gives bike shops a nice natural feel, along with providing employment to the disadvantaged.

Green Oil: 020 8313 9074

The brand also manufactures an ultra-durable wet lube specifically formulated to excel in long distance, wet or muddy conditions. Muc Off’s state-of-the-art, naturally-derived formula penetrates deep into the chain links – core to provide long-lasting lubrication and total protection.

For customers who keenly polish their pride and joy after every ride, dealers should be aware of Muc Off’s five-piece brush set. This kit contains a brush for thoroughly cleaning every nook and cranny on a bike and each is delicate enough to leave a frail paint job unharmed.

Muc-Off: 01202 307390

version of the award winning Finesse Multi-Clean. The trade price is only £4.99 and one bottle makes up to eightlitres instead of providing just the one.

This means better value for your customers and in turn, is much kinder to the environment.

Multi Clean ‘8to1’ is supplied in a one-litre calibrated bottle complete with a safety cap and directional nozzle for easy transfer of the fluid. Another added benefit is also offered by way of a free one litre ‘bottle for life’, complete with trigger nozzle.

Silverfish ROCK ‘N’ ROLL, available via Silverfish, includes lubes, greases, degreasers and an innovative product called Cable Magic.

Cable Magic is, as the name suggests, a solution to transform the experience of cable shifting. Designed to reduce the drag inside cable housings, Cable Magic should be applied to the cable itself, or applied down the cable’s housing for the best results. At just £5.95 per bottle, Cable Magic makes a great counter-top impulse buy and should be recommended alongside any braking component sales.

Entirely new to the Silverfish catalogue is the brand’s degreaser. The three-in-one formula works as a hand

to the catalogue, retailers will find a new rotor tool which includes an adjustable depth gauge helping easy and precise rotor adjustment.

Fat Spanner aims to provide the complete answer for cycle tool needs, whether it be professional, workshop essentials or simply items suited to the home mechanic. Also, look out for the brand’s workstands if you’re considering a workshop revamp.

Fat Spanner: 07966 401165

cleaner, bio-degreaser and stain remover. The solution is 100 per cent natural and does not carry citrus, pumice or petroleum products. Rock ‘N’ Roll’s degreaser will float the grease out of fingerprints and will even remove grease from white Tshirts. A 16oz bottle will cost customers £9.95 at retail price.

Of the other hot tips, Silverfish is keen to highlight that some top manufacturers use Rock ‘N’ Roll’s ‘Super Web’ bearing grease for it’s ability to stick to the surface of a bearing and not be washed away easily.

This product is available in either a 4oz tool-box size or in 16oz workshop tubs.

Silverfish: 01752 843882

In its concentrated form, Multi Clean ‘8to1’ is effective for use in Chain Baths.

With the correct dilution it becomes Finesse Multi-Clean and is still a specialised cleaning fluid formulated for the efficient removal of mud, road film and grease.

It is not only suitable for all types of bikes, but also cars, caravans and more.

Multi-Clean is biodegradable, safe on aluminium and anodised parts, and leaves a non-sticky, water-repellent finish behind.

Cycle Division: 0845 0508 500

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BIKEBIZ JANUARY 59

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LUBES, TOOLS AND TRAINING

Madison WITH the growing number of manufacturers adopting the still relatively fresh new press fit standard, no discerning workshop should be without the right tools for the job.

That’s why dealers should take a look at Shimano’s new press-fit BB tools that are landing with Madison in January; TLBB12 installation – £39.99 SRP and TLBB13 removal – £59.99 SRP. Madison also stocks Finish Line lubricants, which begin at a retail price of £3.75. Marketed as an ‘extreme’ lube, Finish Line is a super-durable, highviscosity, wet lube made from synthetic oils and special polymers. Anti-wear additives and friction modifiers all

Reece Cycles REECE CYCLES is the UK wholesaler for Super-B tools, a Taiwanese manufacturer which has been crafting workshop equipment for over 20 years.

Claiming to have a catalogue of over 200 tools, Super-B is moving with the times, releasing fresh tools as new standards are developed with more efficient ways to install components are discovered. From Aero spoke keys, to torque wrenches, Super-B has it covered.

P1 Bike Wash is also available at wholesale price via Reece Cycles.

P1 bike wash is safe to use on all bike components, including disc brakes and

Hotlines THOSE with a Hotlines account won’t be short of stock options for lubricants: both Brunox and Joe’s Lubes are carried.

Joe’s Lubes come from the people who make the ‘No-Flats’ tubeless conversion kits. The brand offers a wide variety of lubes, with wet and dry condition options – featuring ‘Nano’ technology.

Joe’s also has a general lube available in wet and dry versions, which features Super Low Friction technology, both of which are formulated with PTFE. The SLF lubes are available in 30ml and 125ml packages, retailing at £3.99 and £6.99, respectively. The Nano technology lubes are available in 30ml and 100ml.

The MTB versions retail at £4.99 and £7.99, while the road versions retail at £5.99 and £8.99. Joe’s also produce a disc brake cleaner, which is available in a 500ml aerosol package for £11.99.

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combine to make this Finish Line’s strongest, longest lasting, most waterresistant lubricant.

For retailers who’re constantly on the move with a fleet of bikes Park Tool’s EX-1 Professional Travel and Event Kit is a mechanics dream come true. A set of 35 pro-level tools come housed in the super tough, dent-proof BX-1 Blue Box tool case. If your business revolves around being ultra mobile there’s even a backpack harness available for £89.99.

Madison: 0208 385 3385

anodised parts. The solution is fully biodegradeable and non-toxic. P1 Bike Wash is available in one-litre spray bottles and workshop five-litre packs.

Finally, Reece is also a stockist of Teflon-based lubricant TF2. Available in several sizes, TF2 has a built-in repellant to disperse water, loosen dirt and cleans, all while surfaces leaving a nonsticky protective film.

Reece Cycles: 0121 622 0180

Hotlines is tooled up too thanks to importing the X-tools brand. X-Tools offers a comprehensive range of cycle tools and maintenance equipment, all with top quality materials and finishes, but with value being of paramount importance.

All the usual home mechanic and trailside tools are also present in the range – but X-Tools also offers some more specialist tools at great prices – such as the £59.99 headset press tool.

The headset press provides the features of much more expensive versions, but at a price point much more acceptable to the home user. It is fully compatible with both 1 inch and 1 1/8 inch headsets.

Hotlines: 0131 319 1444

Rapid Racer Products/Extra FROM MID-DECEMBER, UK retailers will be able to take advantage of Rapid Racer Product’s latest innovation – PunctureGuard.

PunctureGuard is a non-drying, tubeless tyre sealant with specially formulated Micro-Fibre technology. Two formulas are available and can be sold depending on how rigorous a customer’s typical ride is. The downhill formula has larger fibres to seal bigger

snake bite punctures, ensuring riders can carry on down the hill with some speed.

The cross country sealant is formulated to seal small snake bites and thorns to keep your customers rolling all day. A bottle costs £14.99 at retail.

Unlike most latex solutions on the market, PunctureGuard doesn’t dry over time and what’s more, one bottle will service four tyres.

For the eco conscious, the solution is near neutral and is thus environmentally safe. No caustic additives are included, in fact RRP adds corrosive Inhibitors to prevent corrosion.

Extra: 01933 672 170

Ison ISON carries a whole variety of maintenance equipment from professional level workshop tools to everyday items for the casual cyclist.

Passport is Ison’s in-house brand, aimed squarely at the commuter market. Designed for the everyday cyclist it offers great practical products at affordable prices.

The Fastpass tool is no exception as it is the perfect device for quick roadside repairs and at £6.99 RRP it offers value for money to rival most brands. With 2, 2.5, 3, 4, 5 and 6mm Allen keys, flathead and phillips screwdrivers it’s a one-stop trail solution. It also gets bonus points for the addition of a T-25 Torx wrench.

Zyro FENWICKS has spent plenty of manhours developing its retail packaging along with several new lines for 2010.

Retailers should look out for the budget-friendly lubes and degreasers, several of which have been newly developed by the firm.

For example, Fenwicks now has a FS Foaming degreaser, which comes in a 500ml bottle and retails for £6.99. The unique selling point of this product is that you’ll use far less as the solution foams and generally creates less muck to wipe away. Fenwicks frame and shock finishing spray also comes in a 500ml can and retails for £6.99.

If it’s simply lubricant your customer needs then Fenwicks’ £5.99 claims to be one of the most enduring on the market, partly due to its water dispersing properties.

ID’s best-selling Dualco Grease Guns offer the perfect solution for workshop or home greasing situations. The Grease Guns come in two versions; the Mini, perfect for home workshops and the Pro grease gun, which is great for shops or the seasoned mechanic.

ISON: 01353 662662

For the keen mechanic and perhaps the store workshop, Zyro also stocks the Minoura brand. For £99.99 customers could pick up either the brand’s wheel truing stand, or a supertough workstand. Both fold up into a compact size making them ideal for work on the move.

Zyro: 01845 521700

BIKEBIZ JANUARY 61

LUBES, TOOLS AND TRAINING

TRAINING AND MOBILE REPAIR SERVICES Cycle Systems Academy TESTAMENT to its success, Cycle Systems’ City and Guilds graduates have gone on to establish themselves in the trade. Chas Farrell has opened Cycle Ops in Dublin, Mark Dressel is running www.the-biketech.co.uk, Jon Richards is trading as Dr Hub in Cambridge www.dr-hub.co.uk and other graduates are working in bike shops including Cycle Surgery, as well as providing mechanical services to large wholesalers including Fisher Outdoors.

Cycle Systems has now launched its technical website, www.cycle-systemsacademy.co.uk, with topics including brakes and bottom brackets online, with transmission coming soon. The site aims to be the leading online facility for cycle mechanic knowledge and skills and is free.

Cycle Systems’ growing reputation has led to it offering high quality on-site cycle servicing well beyond London, while its graduates are providing a pool of freelance mechanics when work in their area is contracted to CS. With the Academy in full swing, Cycle Systems is safe in the

CSA graduate Roger Wayte with tutor, Ian Perkins

knowledge that the people representing the brand are up to the job both in terms of service provision and technical skill. CS is looking to continually improve standards too and it tells BikeBiz that the City and Guilds certification for the syllabus currently taught is also being updated considerably, bringing the certified qualification fully into the 21st Century.

Needless to say the syllabus is already provided with full City and Guilds approval.

The Academy encourages any cycle business in the UK interested in graduate placement to get in touch.

T: 0207 608 2577 W: www.cycle-systems.co.uk

ATG ATG’S CYCLE Training Courses promise to offer the very best highly technical training to trainees, with years of experience and a long-standing commitment to the cycle industry.

The not-for-profit charity offers NVQ and Cytech accredited courses and sports relationships with high-profile manufacturers and distributors – all helping to ensure that its training is fully up to date and highly professional.

ATG’s trainers and assessors are themselves all cycle enthusiasts. Through its training courses the Academy aims to help individual professional cycle mechanics who are looking to keep current with developments in the industry as well as for cycle dealers seeking accreditation for staff.

The mechanic trainer has a national presence, so whatever the location, the ATG can help.

The organisation also does its best to help secure funding for the qualification, so the cashstrapped aren’t excluded. The ATG promises to offer levels of

Weldtech/ Velotech Biketech BASED in Surrey, Biketech offers a wide range of services including; on-site cycle surgeries for corporates and schools, event support, fleet maintenance, and ‘at home or place of work’ bike maintenance for individuals looking for an alternative to the high street. For those that prefer a personal service, don’t have time to drop off their wheels, or are unable to wait in the repairs queue, Biketech offers them convenience – saving precious time and hassle.

And as if that wasn’t enough, Biketech also handles distributor special assembly and PDI projects, including for well-known names in the cycle trade like distributor Fisher Outdoor Leisure, manufacturers SwissBike and Montague UK, and retailer Bike Fix. The firm’s accredited cycle mechanics work from a mobile cycle workshop, covering Surrey, the Home

62 BIKEBIZ JANUARY

Counties and most of the South East.

Biketech also prides itself on integrating with local government, business, charity and education strategies to help safeguard the future development of environment and health projects. Its mechanics are City & Guilds Qualified, and graduates of London-based ‘The Bike Doctor Academy’ – which is of course now known as Cycle Systems Academy.

T: 07791 336116 W: www.the-bike-tech.co.uk

WELDTECH Training, delivered by Velotech Cycling, has the backing of several manufacturers in the industry; Weldtite / Cyclo tools (who originated the courses in 2004), Campagnolo of Italy (Velotech is the only accredited trainers for Campagnolo product in the UK as they also look after Service and Warranty for Campagnolo here), Sapim spokes, Ambrosio rims, Fibrax braking systems, Sturmey Archer Bianchi bicycles and Falcon Cycles all support it.

Weldtech’s accreditations are backed by the Bicycle Association and there is no requirement for candidates up to Gold level to be directly employed in the cycle industry, making the accreditation ideal for those seeking a jumping-off point into the bicycle business.

The training is composed of a modular system that builds towards an award.

Assessment is made by continuous observation throughout the training process, a formal assessment with set tasks to be completed a number of times to a high standard, and by multiple choice questions.

Training by Velotech can be conducted at the client’s own venue, or at

training that will suit all abilities and can even offer bespoke tailored courses to meet the specific needs of the shop or mechanic.

For more information on the ATG’s courses, or to book a place call the team directly on the number below.

T: 0161 306 241 W: www.atg-training.co.uk/cycles

Velotech’s newly-commissioned workshops in Chesterton, Staffordshire, but specialist courses and Platinum Plus training must be completed at the training centre. One of the key identifiers of the Velotech system is that wherever possible, training is by combination of new bicycles and ‘live’ repair jobs. In this way candidates see the ideal, in the form of a new bicycle, perhaps being given a pre-delivery inspection, as well as a number of well-used bicycles displaying a variety of symptoms, needing a variety of maintenance or repair operations.

Contact Graeme Freestone King on T: 07533 129 435 or 07802 758 469, E: velotechcycling@aim.com

Velotech Cycling’s Graeme Freestone King

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LATEST PRODUCTS

New gear

This month Inspired Bicycles takes flight with a series of new product launches, while ODI releases Stephen Murray-dedicated charity grips...

Flick Trix Spin Master 01628 535000

E.Thirteen XCX chainguide Silverfish 01752 843882

Grip Lock Pro Clean 01305 759966

SPINMASTER UK is now carrying licensed BMX finger bikes carrying brand names including: Sunday, Mirraco, GT, Mongoose, Hoffman Bikes, SE Racing and Haro.

BMX enthusiasts will love the range, which includes either a complete bike or a ‘bike shop’ set, in which the customer will be able to build from the frame upwards, customising classics such as the SE Quadrangle, as well as new builds like Haro’s Forum.

Retro bikes are catered for too, many of which come complete with old-school stylings like lay back seatposts. The PK Ripper is part of this collection, as is the GT Performer.

SILVERFISH now has stock of E.Thirteen’s new crosscountry and cyclocross chainguide.

Racing and rider feedback has been central to the guide’s development and despite being shelved for a number of years, the XCX has now hit the market as a trend for more wide ranging ten-speed cassettes has emerged.

The US-made chain device is designed to be used with a single front chain ring and with either a nine or ten-speed cassette at the rear. Customers can pick one up for £39.95 and have either black or white to choose from.

PRO CLEAN has come up with a product that every mechanic has been crying out for – a solution to smoothly remove and install grips – minus the following ‘slippy grip’ caused by trapped moisture.

Grip Lock utilises a non-adhesive formula that is specifically designed to remove the metal to rubber friction of installing grips, but with the added perk of drying within minutes to seal the grip to the bar.

At £4.50 for a 70ml aerosol can, the item makes a great counter-top impulse buy and is also ideal for use in your store’s workshop. A demonstration can be viewed at www.bike-cleaner.com.

Various products Inspired Bicycles 08456 435346

ODI Stay Strong grips Ison 01353 662662

Elete Electrolytes Eletewater.co.uk 01342 824684

NOW the brand name is established thanks to trials star Danny MacAskill, Inspired has announced some solid product for 2010. These range all the way from various brake pads, up to two complete bike builds, both featuring the ForePlay frame.

The Pro bike features a Magura Louise disc and assortment of Trialtech finishing kit, while the Team comes complete with a Hope brake and choice Hope parts. Three frame colour options will be available on both Pro and Team bikes: blue, British racing green and white. Retail prices for the Pro and Team are £1,125 and £1,515, respectively.

ISON Distribution will take stock of a limited edition ‘Stay Strong’ ODI grip in January.

The Stay Strong cause was set up following top flight BMX rider Stephen Murray’s horrific crash back in June 2007. At the time of the accident, Murray was considered one of the world’s top dirt jumpers.

The money raised from charitable efforts is channeled into Murray’s medical bills.

The grips are adaptations of ODI’s classic ‘Ruffian’ pattern and come with special gold and black etched clamps. Two sizes (lengths) will be available – 130mm and 143mm. Both will cost £21.99 at retail.

ELETE has effectively packaged electrolytes into a variety of packages with this new mix of natural minerals sourced from the Great Salt Lake in Utah.

The solution, therefore, is capable of turning any beverage into a hydrating sports drink. It takes just five to ten drops of Elete in any drink to add a little energy to the mix. What’s more, the solution won’t contribute to bacteria growth should you choose to use Elete in a hydration pack.

The electrolytes help to assist proper hydration and fluid balance, particularly during or after periods of intense exercise and sweating.

64 BIKEBIZ JANUARY

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BIKEBIZ MARKETPLACE TO ADVERTISE IN THESE PAGES PLEASE CALL CARLY BAILEY ON 01992 535647

The BikeBiz Marketplace offers a complete marketing package of print, online and editorial visibility, allowing companies the opportunity to maintain contact with readers each month without the associated cost of full display advertising.

The BikeBiz Marketplace, and its associated online version, has been designed to offer readers a directory of all products and services in the bike trade.

The standard package includes: A quarter page advert in each issue Regular editorial coverage in the dedicated column Company details listed in the online directory with web link Company details listed in the BikeBiz Marketplace Contacts To get your company featured here contact: Carly Bailey on 01992 535647 or

Your presence in this section ensures that your company’s details are easily found, keeping you one step ahead of your competitors.

carly.bailey@intentmedia.co.uk Marketplace Rates: Quarter Page £175 (minimum six months)

BIKEBIZ MARKETPLACE CONTACTS BIKES AND ACCESSORIES

RESPRAYS & REPAIRS

Madison

01908 326000

www.madisonb2b.co.uk

Paligap

01454 313 116

www.paligapltd.co.uk

Argos

0117 972 4730

www.argoscycles.com

07786 262 460

colinrees@live.co.uk

SALES TRAINING COMPONENTS

Colin Rees

Bob Elliot & Co Ltd

01772 459 887

www.bob-elliot.co.uk

Pace Cycles Limited

01723 867919

www.pacecycles.com

The Cycle Division

0845 0508 500

www.thecycledivision.com

USE Ltd

01798 344 477

www.use1.com

EPOS

TRAINING SERVICES ATG

01296 737 815

www.atg-training.co.uk

Cycle Systems Academy

0207 6082577

www.cycle-systems-academy.co.uk

08709 771 550

www.wildoo.co.uk

SImpleEshop

0116 267 5145

www.simpleeshop.com

I-Bikeshop.com

01709 511766

www.I-bikeshop.com

WATER BOTTLES

Evopos

0845 644 9424

www.evopos.com

Citrus Lime

0845 603 9254

www.citrus-retail.com

Wildoo Ltd

WEBSITE SERVICES LIGHTING Exposure Lights

01798 344 477

www.exposurelights.com

Maxx Raxx Trading Ltd

0845 230 3799

www.maxxraxx.co.uk

Pendle

01282 699 555

www.pendle-bike.co.uk

RACKS

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BIKEBIZ JANUARY 67

BIKEBIZ MARKETPLACE

COMPANY PROFILE MARTIN ROBSON, PENDLE ENGINEERING Tell us a bit about Pendle’s history. How long have you been in the business?

Pendle Bike Racks was established in 1989 by Pendle Engineering. The range has grown over the last 20 years to offer products that carry nearly any bike on almost any car. We also make six and 12-bike trailers as well as a range of stands and holders for storing bikes at home. We have extensive design and manufacturing facilities, allowing us to make everything ourselves.

How is business? Has the recession affected you this year?

Many people seem to have stayed at home for holidays this year, so we've been helped by them deciding to take their bikes with them.

Pendle is one of the few British manufacturers in the cycle trade – what advantages does this have for Pendle?

It gives flexibility to have a wide range of products that we can make and develop at reasonably short notice. We design, develop and manufacture them ourselves so we have as much control as possible. As well as obvious quality advantages, there’s an increasingly

TEL: 01282 699555

important environmental advantage to products that are made locally rather than shipped from the Far East.

Do you create bespoke racks?

Yes. We often get requests to produce modified racks for certain types of vehicles or bikes that won't fit our normal range. We recently produced a 27-bike rack that was installed inside a large trailer for a touring holiday company. One of the advantages of designing and making everything is that we have the flexibility to take on these projects.

Pendle’s products are often praised for quality of construction and value for money. Are those the kinds of comments Pendle is happy to be associated with?

Absolutely. We aim to make products that are strong, simple and safe. A lot of time and effort goes into making products that we are happy to use ourselves.

Have you got any new ranges coming out?

We’ve just launched a two-bike version

BIKES AND ACCESSORIES

68 BIKEBIZ JANUARY

EMAIL: info@pendle-bike.co.uk WEB: www.pendle-bike.co.uk of the Tilting Wheel Support Rack which was launched at the start of 2009.

We’ve recently spent time fine-tuning our existing product range, making a few tweaks to improve the products themselves as well as the instructions that come with them. We've also put a lot of effort into our new website, improving and updating our fitting compatibility guide to help customers choose the right product.

We've also included a trade section on our e-commerce site so that dealers may place their orders online rather than needing to phone or fax.

Do you have any plans to distribute your product abroad?

We've been on the lookout for new export opportunities for a while. We already sell in Dubai and have sold products to individuals within Europe.

What are your predictions for 2010?

Hopefully the economy will pick up again and we will be well placed to gain from it. With the continued growth of trail centres as riding destinations there will continue to be a demand for transporting bikes there.

“We aim to make products that are strong, simple and safe.

A lot of time and effort goes into making products that we’re happy to use ourselves.”

Martin Robson

BIKES AND ACCESSORIES

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BIKEBIZ MARKETPLACE COMPONENTS

COMPONENTS

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COMPONENTS

COMPONENTS

BIKEBIZ JANUARY 69

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70 BIKEBIZ JANUARY

EPOS

EPOS

LIGHTING

RACKS

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BIKEBIZ MARKETPLACE

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RACKS

RESPRAYS AND REPAIRS

SALES TRAINING

TRAINING SERVICES

BIKEBIZ JANUARY 71

BIKEBIZ MARKETPLACE TRAINING SERVICES

WATER BOTTLES

WEBSITE SERVICES

WEBSITE SERVICES

72 BIKEBIZ JANUARY

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EVENTS AND EDITORIAL PLANNER

Editorial Planner

UPCOMING EVENTS

SPOTLIGHT

CORE BIKE

February 2010 ICEBIKE* FISHER OUTDOOR EXPO SAFETY: HELMETS, EYEWEAR AND PROTECTIVE CLOTHING Editorial Deadline: Jan 19th 2010

Advertising Deadline: Jan 22nd 2010

To advertise call Carly Bailey on +44 (0) 1992 535647, or email her at carly.bailey@intentmedia.co.uk For editorial contact Jonathon Harker on +44 (0) 1992 535646, or email him at jonathon.harker@intentmedia.co.uk

MARCH 2010 Media and Magazine Focus Electric Bikes Folding Bikes Editorial Deadline: Feb 19th Advertising Deadline: Feb 23rd

APRIL 2010 Bike Security Saddles, Posts, Grips & Bottles Clothing and Accessories Top 20 Independent Bike Dealers Editorial Deadline: Mar 12th Advertising Deadline: Mar 17th

MAY 2010 Energy and Nutrition Women’s Products 30 Under 30 Editorial Deadline: April 9th Advertising Deadline: April 14th

JUNE 2010 Complete Bikes Cycle Luggage Gears, Brakes & Chains Editorial Deadline: May 7th Advertising Deadline: May 12th

JULY 2010 BMX: Bikes & Accessories Cycle Computers: Heart Rate Monitors, Navigation and more Editorial Deadline: June 4th Advertising Deadline: June 9th

AUGUST 2010 Bicycle Lighting Complete Bikes

Sunday January 24th – 26th Whittlebury Hall, Northants www.corebike.co.uk

January 2010 ZYRO OPEN HOUSE 2010 Sunday January 17th – 22nd Rudding Park Hotel, Harrogate www.zyro.co.uk RALEIGH 2010 DEALER SHOW Sunday January 17th – 22nd Eastwood, Nottingham www.raleigh.co.uk CORE BIKE 2010 Sunday January 24th – 26th Whittlebury Hall, Northamptonshire www.corebike.co.uk

February 2010 FISHER EXPO 2010 Sunday February 7th – 9th Sopwell House, St Albans www.fisherexpo.co.uk TWOO Thursday February 11th – 14th Basel, Switzerland www.twoo.ch VELOBIKE 2010 Friday February 12th – 14th Kiev, Ukraine www.velobike.kiev.ua

ICEBIKE* 2010 Tuesday February 23rd – 25th Milton Keynes, UK www.icebike.co.uk

March 2010 MOORE LARGE 2010 PRODUCT SEMINARS Tuesday March 2nd – 5th Derby www.moorelarge.co.uk BIKE ASIA 2010 Friday March 5th – 7th Singapore www.bikeasia.org TAIPEI CYCLE SHOW Wednesday March 17th – 20th Taipei, Taiwan www.taipeicycle.com.tw THE ORDNANCE SURVEY OUTDOORS SHOW 2010 Friday March 26th – 28th NEC, Birmingham outdoorsshowextra.co.uk

April 2010 TRIATHLON CYCLING AND RUNNING SHOW 2010 Saturday February 13th – 14th Sandown Park, Esher, Surrey www.tcrshow.com

SEA OTTER CLASSIC 2010 Thursday April 15th – 18th Monterey, USA www.seaotterclassic.com

Editorial Deadline: July 9th Advertising Deadline: July 14th

THE BIBLE IS BACK! BIKEBIZ.COM

To be included in the 2010 BikeBiz Bible please email your business details to: BikeBizBible@intentmedia.co.uk or check for more details on Twitter: @BikeBizMag

For advertising opportunities contact Carly Bailey: 01992 535647 BIKEBIZ JANUARY 73

NUMBER CRUNCHING

Let’s get statistical…

165 The number of men’s events at the Beijing Olympics, while only 127 were for women. This meant that 58 per cent of the 11,000 athletes at the games were male – the inequality is even worse at the winter Olympics.

80/1 £1m

The odds given on Mark Cavendish scooping the BBC Sports Personality of the Year award on the day the shortlist was announced.

Pic © Mark Lee Sing

Is the amount Tesco reportedly paid Sports Directs’ Universal Cycles for six bikes. The superstore is trying to reclaim the funds.

(Source: Daily Telegraph)

10 663 The number of recorded bicycle thefts in Cumbria during 2008. This is the lowest figure in England, while DyfedPowys in Wales has the lowest in the UK with just 279.

The number of new World Records out of a possible 24 that were set by competitors taking part in the UCI Para-Cycling Track World Championships during November.

Britain won 14 medals in Manchester, ten of which were gold.

(Source: British Cycling )

£4.6 million The amount the Rural Development Programme for England has set aside to develop cycling trails, sites and information throughout the South West of England. A further £2.9 million in funds is coming from other sources.

(Source: Home Office)

12 The number of cyclists that have lost their lives in London in 2009 as a result of accidents.

(Source: Evening Standard)

41% The percentage electric bike sales rose by in Holland (to 105,000) in the first half of 2009.

74 BIKEBIZ JANUARY

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LETTERS PAGE

BikeBiz is keen to publish your opinions, whether they’re from letters, emails or via BikeBiz.com...

Mail to: Saxon House, 6A St. Andrews Street, Hertford, Hertfordshire, SG14 1JA

Email: Jonathon.Harker@ intentmedia.co.uk

From the Forum...

STAR LETTER

Dawn of the iPod zombie cyclists

French revolutions I AM writing to you to raise awareness and support for London to Paris 24 – a 300mile cycle challenge in support of Scope.

London to Paris 24 is the team cycling challenge for 2010. Adding a twist to the iconic London to Paris charity bike ride, this is the first mass participation event to attempt to complete the classic route within 24 hours.

Two-man teams, as part of a field of 200 riders, will cycle 300 miles in relay from London to Paris in 24 hours.

It’s not a race, but rather a supported endurance relay – a twist on a well pedalled route.

The route is broken down into 35-mile/two-hour stages and a team of two will rotate at each stage. This is a tough

and gruelling challenge, including the thrill of two nighttime stages.

The teams will arrive in Paris 24 hours later, in time to catch the finale of the Tour De France. This is no ordinary charity bike ride.

Participating teams will need to provide their own equipment and will be asked to raise a total of £1,900 in sponsorship that will go towards Scope’s work with disabled individuals.

For further details or to get involved, visit www.london2paris24.com, or contact me at daniel.larcey@scope.org.uk.

Daniel Larcey, Event fundraiser

Star Letter Whether it’s a hand-written, sent-throughthe-post letter, email or a comment made on the BikeBiz forum, the best letter of the month wins a prize from Oxford Products.

This month the lucky winner will receive a selection of designs from Oxford’s now expanded range of Comfy (three pack) micro-fibre neckwarmers.

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‘Cycling iPod zombies are being blamed for the rise in deaths on the road’, apparently. What are your views?

DreamMachine Only twats ride with their hearing impaired, just like walkers and joggers.

What else can you say?

Shaun C That is absolutely bonkers. Has anyone attributed a car radio to a car crash?

You cannot hear other cars when driving a car or motorbike, so what difference does it make on a push bike?

I used to ride in London every day with an iPod and the two near death collisions I had were down to bad drivers. One guy literally exited a junction while I was passing it.

The rise in cycling deaths is attributable to two things – an increase in the number of people cycling in London and the ignorant attitudes many drivers have towards cyclists.

Pareto Try ringing your bell to warn another cyclist that they are in the wrong position when they are listening to an iPod – you have no hope. Unless you have

another method. And if you do, patent it.

I’ve been on two wheels of some form for over 35 years and the same stands for walkers and joggers, or am I missing something here?

I recall that a female cyclist was run over by a lorry in London – and her iPod was attributed to her death.

Deaf people have more chance of being injured or killed as they have one less sense.

Hearing something in a country lane helps – it is quiet there.

Anon

BIKEBIZ JANUARY 75

OFF TRACK

OFF

Track

raleigh shows it’s the wheel deal

Raleigh nearing 125 years in the wheelbuilding business RALEIGH recently got in touch to give BikeBiz an insight into its wheelbuilding facility, which has now been producing wheels for a whopping 122 years.

Still based in Nottingham, the facility can knock out 500 wheels on a good day, which equates to around 90,000 handtrued builds per year.

Raleigh’s Gary Conway told BikeBiz: "Every wheel that we sell after-market has been through the same process. Every wheel is laced by hand (with the aid of

machines) from start to finish – to the final check when they get labelled.

“Everyone I’ve shown around can’t believe we’d invest the same amount of labour time in a wheel that retails at £15 as we do for one at £200. Obviously, besides the frame and fork, the wheels are the most important structural part of the bike. As a company committed to rider safety and satisfaction, those extra few minutes are well worth it to ensure the wheel is true and strong.”

Between four staff and a temp called on when demand rises, Raleigh produces every after-market wheel within its two ranges – Tru Build and Pro Build.

Conway added: “The Tru Build range is aimed at the service replacement sector and mid-range wheels. And with components from Shimano and Mach1, they’re decent kit. The Pro Build consists of components from Mavic, Hope, Shimano and Quad to appeal to the upper end of the market.”

Raleigh’s wheelbuilding facility can impressively produce around 500 wheels every day

BikeRight! trains 1,000th instructor CYCLE INSTRUCTOR training company BikeRight! has just trained its 1,000th National Standards Cycle Instructor.

Demand is high for instructors due to the popularity of cycling across the country and the fact that appropriate training can help reduce risk for cyclists on today’s busy roads.

With the current campaign to sign up more women as cycle instructors, it’s fitting that BikeRight!’s 1,000th instructor is fitness trainer Debbie Barham, from Denton in Manchester: “I am not a regular cyclist but intend to

do a lot more now that I have the confidence and training.”

Barham continued: “I get a real buzz from introducing people to new activities and as a cycle instructor working with mainly adults and families it means I can do just that.”

The BikeRight! instructor courses have been delivered across the UK and Ireland since 2001, with trainees coming from other cycle training companies, Local Authorities, Police forces and organisations such as British Cycling and Sustrans.

BikeTech to support AMR charity cycle efforts NEWLY established bicycle repair business BikeTech is to lend its support to Action Medical Research’s 2010 charity series, in which 17 separate 100-mile rides will take place.

BikeTech owner Mark Dressel told BikeBiz: "We have secured all of Action Medical Research’s 2010 series of 100mile sportive cycle events, including the Outdoors Show, Suffolk Sunrise, Chiltern Challenge, Surrey, York, Essex and Winchester.”

BikeTech shall endeavour to keep the races’ riders moving by providing them

76 BIKEBIZ JANUARY

with mechanical support, spares, energy bars and gels, as it did successfully in September at AMR’s last event of the 2009 season.

Pictured above is the fully-equipped Park Tool mobile workshop, which BikeTech will take along to each event.

Once all riders have departed, the tent moves to the mid-way point – which is where most mechanical issues occur. For any major problems, Dressel’s team will attend the incident in a van to make a fix on the spot or to relay the riders back.

BIKEBIZ.COM

OFF TRACK

Send your pictures to mark.sutton@intentmedia.co.uk

• harrods takes stock of tasty £22k bicycle • biketech backs charity series

Harrods to stock ‘world’s most advanced’ bicycle IF ONE of your customers has a spare £22,000 kicking around and isn’t happy with ‘just any old top-end bike’, it could be worth pointing them in the direction of Harrods. The London store is soon to take stock of Beru F1 System’s Factor 001 road bike.

Having been given the go-ahead by its creators, traditionally specialists in motorsport, each sale of the Factor 001 includes a full custom Serotta Cycling Institute fitting session before the bike is made. If a customer was to order now, it’s likely their bike would arrive in February. However, upgrades to the built-in electronics are available,

pushing that lead time to April.

During the years of design, the bike has taken many shapes and at one point had a squared top tube. The designers settled on a slimmer oval shape, but made several tweaks to optimise the weight savings. Even carbon fibre disc rotors are available as an upgrade to the final build.

Interestingly, Beru claims these make the ultimate dry weather brake, though won’t perform so well in the wet.

BikeBiz suspects Beru isn’t familiar with British weather…

Radioshack is kitted up and ready to roll

quote

Sponsored by the brands of Moore Large 01332 274252

unquote “Since doing a one-day course on bike mechanics earlier this year, the requests from friends to fix their two-wheelers have kept coming. What my day in the workshop taught me above all was that – puncture repairs and tweaking brakes aside – it isn’t as easy as it looks. You need the right tools; you need patience; you need precision; you need to be prepared for the unexpected. And you definitely need more than a four-hour training course.”

Rick Williams, The Guardian, December 1st

BIKEBIZ.COM

“I think a free magazine is needed and long overdue. It really is no secret that magazine sales are down. I know for a fact that even the bigger UK bike shops are only selling a handful of mags each month, so with a free magazine I kinda thought, well, who’s not going to pick up something that’s free?”

Mike Netley discussing the launch of Case on ESPN, December 2nd “Whatever the outcome of the Copenhagen Summit, the

LANCE ARMSTRONG recently unveiled Team Radioshack’s colours to his army of around 2,280,000 Twitter followers.

Long-term cancer awareness campaigner Armstrong has included his iconic yellow Livestrong banner on one sleeve, making his team instantly recognisable. Check out www.teamradioshack.com for more updates, or follow Armstrong on Twitter.

success of the fight against global warming depends on the efforts that all of us will be making as individuals.

“Using your bike going to work is one such small effort that you can make.”

Joergen Molde, the Danish ambassador to Belgium, speaking to the New York Times, December 1st

Mike Netley

“It’s good to have Armstrong the bike racer back, if only because instead of turning up on stupid celebrity blogs like Perez Hilton he’s once again

turning up on stupid cycling blogs where he belongs.”

BikeSnob NYC discussing Lance Armstrong’s book Comeback 2.0, December 7th “As someone who cycles to work every day, I’m very aware of the benefits that cycling brings, helping to keep me fit, healthy and happy.”

Alice Roberts, human anatomy expert and TV presenter, talking to Sustrans’ femalefocused cycling portal BikeBelles.org, December 9th

BIKEBIZ JANUARY 77

OFF THE RECORD

SPOKES

IN THE SADDLE

Forget blokes, it’s women we want to get on bikes Carlton Reid finds that getting females on cycles is crucial for the trade I’M A sucker for sexy images of women on bikes. Not only do I drool over them on the internet – copenhagencyclechic.com is well worth book-marking – but I take them myself, risking a walloping as a bikeperv pic-stalker.

I take pictures such as the one on this page because it’s vitally important to show that cycling is normal, not just a fetish for lads in Lycra.

Sustrans thinks this is important, too. The BikeBelles.org.uk website is all about getting more women to think about bicycle riding as a normal, everyday transport mode.

Getting more women on bikes is hugely important to the bike trade. Yes, in numbers terms, but also in perception terms. In the Netherlands, where 27 per cent of all trips are made by bike, 55 per cent of all riders are women. According to an October 2009 article in Scientific American, the way to “boost urban bicycling” is to “figure out what women want”. Women, said the influential magazine, are an “indicator species for bikefriendly cities”.

When people see more cyclists on the roads, more people become cyclists. It’s a virtuous circle. Even when urban infrastructure positively bristles with anti-cycling features, bikes can dominate when numbers reach the famous critical mass. London in rush hour is now a good example of this. And more and more London cyclists are women. Some are sporty, but an increasing number are Bobbin-style cycle chicstas.

Now, not all cycling women want to be Audrey Hepburn with a basket-on-the-front, pearlised-pink Dutch bike. But there’s no escaping that this sector is the one that produces the best photographs for promoting cycling to a mainstream audience. Forget helmets, Lycra and speed; non-cyclists find all that a big turn-off.

However, non-cyclists can be captivated – and perhaps captured – with sunny, smiley images of

Will the ‘Beauty and the Bike’ concept grow across the UK?

Can you tell us about the WiZZBiKE Foundation?

We provide assessments for people with disabilities, young and old, and keep a wide range of demo trikes and specialist bikes to ensure people get the right product. Our aim is to add some freedom to sometimes difficult lives. Check out www.wizzbikefoundation.org. beautiful women on bikes. Just think of all the products that are sold with just this sort of free-as-a-bird, cycling-in-a-flowery-dress imagery.

Disclosure: I sit on the Bike Hub committee that decides which New Ideas Fund projects to back. I’m very glad that some of the levy scheme funds now go to Darlovelo, the campaign organisation aiming to get more Darlington women – especially young women – on bikes. Dutch bikes, in fact. Sourced from UK suppliers via Darlington bike shops, of course.

I can heartily recommend this project’s 55-minute documentary, ‘Beauty and the Bike’. I went to the premiere of this on behalf of Bike Hub and can report that it’s an inspiring film.

Bike Hub’s New Ideas Fund is all about supporting projects that can be scaled up and duplicated in other regions. I’d really like to see the ‘Beauty and the Bike’ concept take hold in other cities: it would civilise them in so many ways.

You can watch a clip of ‘Beauty and the Bike’ at this url: http://tinyurl.com/BikeBeauty.

Sub-Editor: Gemma Messina Gemma.Messina@intentmedia.co.uk Production Executive: Abby Fanger Abigail.Fanger@intentmedia.co.uk

Deputy Editor: Mark Sutton Mark.Sutton@intentmedia.co.uk

Design: Kelly Styles Kelly.Styles@intentmedia.co.uk

Advertising Manager: Carly Bailey Carly.Bailey@intentmedia.co.uk

Business Development: Dave Roberts Dave.Roberts@intentmedia.co.uk

78 BIKEBIZ JANUARY

What bikes do you own?

Years ago I owned loads of bikes for sport and racing.

Now it’s mostly a Brompton for meetings and social, or one of our hire bikes. We have a 6.9 Trek Madone in store and I drool over it every day.

What’s the biggest rush achievable on a bike?

Did you say rush or rash? It’s those long rides again.

Editor: Jonathon Harker Jonathon.Harker@intentmedia.co.uk

Editorial Production Manager: Helen French Helen.French@intentmedia.co.uk

www.wizzbike.com

How long have you been cycling?

Since about four years of age, so that’s 55 years. I did a solo 1,200-mile ride round Britain at 16 and look back fondly as it doesn’t hurt any more.

EDITORIAL: 01992 535646 | ADVERTISING: 01992 535647 | FAX: 01992 535648 Executive Editor: Carlton Reid Carlton.Reid@intentmedia.co.uk

John Simnett, owner, WiZZBiKE

Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk

Publisher/MD: Stuart Dinsey Stuart.Dinsey@intentmedia.co.uk

Are there any plans to expand your stores?

We already have: three in under three years and more to come, but only one in the High Street (Brentford).

We work with larger organisations to promote and develop cycling in-house and the business is expanding.

Tell us something we didn’t know about WiZZBiKE: Once upon a time there was a gang of bike warriors who roamed West London transforming the populous into happy cyclists. They spread the word ‘til everyone up and down the land was singing the WiZZBiKE song.

Oh, and we expanded our great range of cycle cards.

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