Issue 60 | January 2011
EDITORIAL
Issue 60 | January 2011
NEWS 4-8 CHAIN REACTION 10
The latest on new products, new deals and recent events in the bike trade...
INDUSTRY OPINIONS 15
EVENTS 74
Core Bike ‘11
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Your guide to Core, with floorplans, products, offers and much more...
FOCUS ON…
“Electric cars won’t solve congestion. Electric cars won’t tackle obesity. Could it be any plainer?”
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MYSTERY SHOPPER Our undercover reporter heads to Kent to investigate the service of bike dealers in Rochester and Gillingham
BA E-BIKE MEETING REPORT
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on a dynamo system? It’s a laughable stance. Let’s not beat around the bush. Electric cars won’t solve congestion. Electric cars won’t tackle obesity. Could it be any plainer? Wouldn’t investment be better directed at bikes and facilities at public transport stations in a rare case of joinedup thinking? Incidentally, I’m not advocating we round up all the cars with pitchforks and then burn them. I quite like cars, only in moderation – I’m a bit of a fan of the Jaguar Mk II, for instance. But even the most knuckle-headed, stubborn petrol head surely realises that a car-backing policy is driving up a dead end street, whether they’re powered by petrol, chip oil, electric or anything else. And there is another way. It’s tough to convince the cynics, but as Copenhagenize blog author Mikael ColvilleAndersen says in our feature on the Denmark cycle industry (on page 40) urban areas can be transformed and congestion culled when bikes are put first by authorities. It’s something Boris Johnson and Transport for London seem to have realised after years of car-congested roads and a tube network that at rushhour is as packed as, well, JLS’ fan mail post bag. With Transport Ministers increasingly backing electric cars, cutting quangos and expanding the road network, Parliament’s advocacy of bikes sadly looks to be on the wane.
Best Buy’s electric bike offering is the target of debate in this month’s letters section
Jonathon Harker, Editor
The Bicycle Association held an electric bike-specific meeting in December. BikeBiz reports from the event
DENMARK TERRITORY REPORT
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With a thriving independent bike dealer population, Denmark is a country with much to cheer cyclists
BRAND SPOTLIGHT: SOLO
WORKSHOP
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REGULARS BRAND SPOTLIGHT
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This month we take a look at Mavic and its product, designed and tested in the French Alps
PEOPLE
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SPONSORED BY
ETRA, Ison Distribution, Cyclevox and Powabyke bring new faces on board
NEW PRODUCTS From quirky ‘plectrum’ bike stands to the Lemond Revolution Trainer, it’s all here...
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CARS ARE UNSUSTAINABLE. Or rather, our reliance on them is. Hardly earthshattering news, I know. Even the most enthusiastic climate change doubter would be hard pushed to argue that congestion is just a figment of an overworked lycra-loving liberal mind. Likewise it’s pretty tricky to avoid the fact that the UK’s population is on the up (and the world’s too, for that matter) and having two, three or four car households is going to put a strain on the road network akin to that borne by JLS’ fan mail post bag. Overstretched roads are yet another reason for the Government to back bicycles, right? Well... Turns out that electric cars are the future. Okay, they might tackle climate change and our over reliance on oil, but, won’t they still be, y’know, cars? Frankly, it’s a baffling stance, but it is what we’re increasingly hearing from our elected leaders. November’s Scottish Budget announcement seemingly dedicated £3 million to electric cars and low carbon vehicles – out of a £4 million pot for Sustainable and Active Travel. So electric cars constitute active travel? Maybe they’ll work
SPOKESMAN
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Carlton Reid finds out how dealers can warm up sales when it’s cold outside...
NEWS | SHOW SPECIAL
CYCLE SHORTS BikeRight recognised by DfT The Department for Transport has granted BikeRight official Government recognition as an Instructor Training Organisation.
Proviz seeking European distributors After strong sales performance with Moore Large, high-visibility specialists Proviz are seeking European partners to assist its expansion. Enquiries should be directed to Rupert Langly-Smith on 0207 7312651.
Cycle trade’s busiest year for
This year promises to be the most hectic show year yet for the UK bicycle industry. Despit December hit by extreme icy weather – reportedly keeping customers away from the Hig remains sky high, with ever-greater demand on the cycle industry’s time in a jam-packed With Core Bike and Madison’s iceBike* both growing in size, Fisher Outdoor Leisure’s Expo ever, plus the arrival of the London Bike Show at the ExCeL Centre this month, a new trad Bike Trade Expo in Coventry later in the year, the demand for cycle events is at an all-time
Core now covers Chocolate THE WHITTLEBURY HALL tradeonly event has signed up a new exhibitor, Chocolate Distribution. Bringing the number of Core exhibitors up to 18, Chocolate will showcase the new Rolf Prima 2011 range to visiting dealers as well as Kurt Kinetic Turbo Trainers products. “We are very excited about joining Core Bike,” enthused Chocolate Distribution managing director Jeremy Crook. “Core Bike provides us with a great opportunity to meet the best UK dealers all under one roof. “Chocolate Distribution is bringing to the show two market leading brands in Rolf Prima and Kurt Kinetic. In addition we will also be announcing details of other brands we are adding to
53 per cent of retail sales influenced by the internet Findings by the Forrester Research group indicate that by 2014, 53 per cent of retail sales will be influenced by browsing the internet beforehand.
Save Our Forests campaign growing in strength 80,000 plus people have signed a 38 Degrees petition encouraging the Government to drop plans to sell off forest land across the UK. Look out for an article from campaigner David Babbs in the next issue of BikeBiz.
Beware the British Bike Association A Bicycle Association lookalike is contacting bike shops seeking link exchange on websites. Bike shops are warned that the British Bike Association is actually an affiliate-marketing business and not the representative of the UK industry.
UCi turns attention to cycle clothing Cycling sport’s governing body has vowed to evaluate cycle apparel and use a ‘Approved by UCI’ sticker.
For breaking news visit:
www.bikebiz.com 4 BIKEBIZ JANUARY
Whittlebury Hall will see 18 firms showcase their wares this month
Madison gears up for iceBike* MADISON’S ICEBIKE* house show, now in its fifth year, is set to be larger than ever with the addition of extra showrooms, following its site reorganisation at the end of 2010. Madison now owns a multimillion pound distribution and office site in Knowlhill area of Milton Keynes, but has retained its existing Bradwell Abbey site in the town, now converted into showrooms to accommodate the
Are you a Madison B2B customer? There’s an app for that
Madison’s new site at Knowlhill, Milton Keynes increasingly large iceBike* event. Madison’s new Knowlhill site includes a conference centre which will incorporate the iceBike* seminar programme. Coaches will take dealers to the sessions, hosted by favourite Jay
Townley, as well as from merchandising expert Mercedes Ross and industry stalwart Ray Keener. The eye-catching double-deck marquee will also return for iceBike*, which this year runs from Tuesday February 22nd to Thursday 24th. Madison has also recently released a business-to-business app for the iPhone and iPad for bike dealers. Including the full Madison product catalogue, the free app allows dealers to check account details, view previous orders and even scan barcodes on the shop floor and add them to their order. BikeBiz spoke to Mercedes Ross ahead of her iceBike* seminars. Turn to page 47 for more on that. www.icebike.co.uk
BIKEBIZ.COM
NEWS | SHOW SPECIAL
r shows ever?
te a prolonged economic downturn and a gh Street – interest in the cycle world show schedule for 2011. o expected to attract more dealers than de show in January (see page eight) and the e high...
“Core Bike provides us with a great opportunity to meet the best UK dealers under one roof.” Jeremy Crook, Chocolate
London Bike Show debuts this month
our portfolio, so stay tuned for further updates.” This year Core runs from Sunday January 30th to Tuesday February 2nd. Retailers are being urged to pre-register before the Tuesday January 25th deadline to guarantee their place and free lunch. The 18-strong list of Core exhibitors includes 2pure, Buffera, Chicken Cyclekit, Chocolate, Citrus-Lime, Cordee, Extra, Fox, Hope, Ison, Jim Walker, Merida, Paligap, Sealskinz, Silverfish, SiWiS, Upgrade and Windwave. Turn to page 26 for BikeBiz’s Core Bike 2011 show guide. The London Bike Show will run alongside the Boat and Outdoors shows
Dealers can ride, talk and grow at Expo FISHER OUTDOOR Leisure will be packing in the latest products from over 40 top brands from its portfolio at this year’s Expo, pitched as being Fisher’s biggest show yet. Taking place for the second year at Sopwell House, St Albans – close to Fisher’s Herts HQ – the event runs from Sunday Feb 20th to 22nd. Brand owners and experts will be on hand with exclusive show-only promotions available to attendees. A full seminar programme will be in place for Expo ’11 too – themed this year
as ‘Ride with us, Talk with us, Grow with us’. Fisher’s head of marketing Julie Dommett said: “Expo ‘11 is set to be the biggest and best Fisher Expo yet – interesting, informative and fun, it’s one not to miss.” Fisher will continue its backing for the Staystrong charity – supporting injured BMXer Stephen Murray – with a Sunday morning ride over 30, or 12, miles alongside the Endura Team, and further as yet unannounced cycle celebrities. www.fisherexpo.co.uk
By Mark Sutton HAVING ORGANISED the Outdoors Show for a decade prior to the announcement of a London supershow, VOS Media is this month set to host the first instalment of the London Bike Show, running from January 13th to 16th. Running alongside the Outdoors Show and the Tullett Prebon Boat Show, consumers are invited to attend all three on one ticket, making the exhibition hugely attractive to wholesalers with interests in a variety of outdoors and sports related markets. It was this multi-market approach that led bike trade giant Madison to be the first to declare attendance.
Show manager Geraldine Reeve told BikeBiz: “Bike trade interest in our show has really snowballed since our announcement to partner the three shows in just the one location at ExCeL. “With the exhibitor list now public, the support of the ACT and a partnership with Future Publishing, we feel we’re on the eve of putting on a show that will pull in huge crowds. “The ACT will be heavily promoting the independent retailer to the consumer at the show and will be putting on Cytech mechanics tutorials throughout the duration of the show. Retailers are encouraged to check in with the ACT if they choose to swing by.”
A huge marketing push for the show is set to kick in as people recover from their New Year’s hangovers, with a largescale street team effort within London, in which 5,500 branded, reflective rucksack and saddle covers will be handed out. This is followed up by 550 posters going up on the London Underground, advertising in all Future Publishing magazines, as well as in Metro, Evening Standard and Independent, email blasts from Transport for London, British Cycling and much more. Reeve concluded: “The bike trade have been a pleasure to work with, which means the team here is really looking forward to the show.”
NEWS
Work begins on mammoth ‘Cyclopark’ cycle-facility
Commercial partners sought for landmark bicycle project
“Cyclopark will offer partners access to a projected annual audience of 100k cyclists.” Cyclopark Project Management
Cyclopark will include over 3,000 metres of cycle tracks, plus facilities for BMX, MTB and retail areas A UNIQUE, huge 43-hectare ‘Cyclopark’ facility is set to begin construction in Kent this spring, set to attract around 100,000 cyclists per year. The project managers are inviting potential commercial partners to sign up to the huge development and gain access to its prospective visitors numbers. The Cyclopark project is being pitched as offering the most comprehensive range of cycle
sports disciplines and related sports: Alongside 3,600 metres of cycle tracks, the facility will include 340 metres dedicated to BMX circuits (with world-class facilities), eight kilometres of mountain bike technical circuits, 80 metre2 of cycle hire and workshops, and 101 metres2 of retail space. Kent County Council, British Cycling, Sport England, the Colyer-Fergusson Trust, Homes
and Communities Agency and the European Union’s Two Seas programme joined forces for the one-off venture. A project management spokesperson told BikeBiz: “Cyclopark is inviting interest from potential commercial partners. For retail partners Cyclopark offers direct access to a projected annual audience of circa 100,000 cyclists, event visitors and local users within a
prominently placed, popular and easily accessible facility. “A further nine and a half million people live within an hour’s travel time of the site and strong links have been developed with local schools and over 30 cycling clubs to secure Cyclopark’s position at the heart of the local community.” Benefits for commercial sponsors and partners include branding around the park, which
is set to attract a huge number of cyclists and non-cyclists from the UK and also from the continent via nearby Ebbsfleet International station. Naming rights to various activity zones are up for grabs too. Interested parties can contact Laurence Tricker, Cyclopark project manager, on 01474 338813 or 07738076298 or at laurence.tricker@kent.gov.uk. www.cyclopark.com
Clarks introduces chains to everexpanding range AS PART OF its drive to expand past the braking territory to which many associate the Clarks Cycle Systems name, the firm has now added chains to its growing catalogue. The comprehensive range includes many budget solutions, as well as technically advanced chains featuring self-lubrication, anti-rust, PTFE coating, plus individual replacement links and chain link pliers.
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There are solutions for all bikes and the firm’s product is compatible with all major gear systems, as well as single speed through to 11-speed derailleur systems. What’s more, Clarks is to offer a dedicated range of half link chains for fixed wheel and BMX bicycles, which are also available in a range of colours. All products are now live and ready for order at clarkscyclesystems.com. BIKEBIZ.COM
22nd - 24th February 2011 Registration Now Open! Madison is pleased to launch the 2011 iceBike* event to our customers. Registration is now open via the event website www.icebike.co.uk
Even more on show, in a bigger space than ever with a host of new products and brands. A new schedule of useful business seminars including two new speakers and old favourites! On-line registration, booking and ticketing system allowing you to make the most of your visit. Three open invitation parties, on us, come along and enjoy the entertainment. As always, some fantastic special offers, exclusive to iceBike* attendees!
Visit www.icebike.co.uk to register now Stick the dates in your diary and leave the rest to us!
NEWS
IBDs get their say on BikeWeek 2011 Bike Hub steps in with funds after Government terminates contribution ACT polls dealers on event THE BICYCLE Association of Great Britain is to invest £65,000 of Bike Hub funds into Bike Week 2011 following the Government’s decision to axe its contribution to the ‘get bums on saddles’ nationwide event. Last year’s Bike Week saw participation rise by over ten per cent, with around 500,000 individuals taking part in over 1,900 events. Over half of the events attracted those who did not own a bike. Following Bike Hub’s decision to fund Bike Week – running from Saturday June 18th – the ACT has revealed plans to bring IBDs closer to the event. “Historic efforts to fully engage the IBD network with Bike Week have failed, primarily due to seasonal conflicts and Bike Week’s dalliances with mass merchants. But in light of the Bike Hub investment, ACT want to bring Bike Week and the retail Cycling Experts together in 2011.” “ACT will promote ‘Bike Week Retail Partners’ to consumers,
driving traffic to IBDs ahead and after the Bike Week events for repairs, new bikes and accessories. Half a million potential new customers don’t come along every day and this could be a great opportunity for the IBD sector. “ACT are committed to creating a web search for those retailers who wish to participate as Bike Week Retail Partners, but we need to know what form of incentive promotion IBDs find acceptable and which retailers want new Bike Week participant custom. “UK bike ownership is 43 per cent of the population, whereas cycle usage figures are only two per cent, a fact recently quoted by Norman Baker, Under Secretary for Transport in Westminster. “The opportunity to convert wannabes to cyclists is the major driver for Bike Week and an opportunity for the specialist retailers. “In order to win an audience of new cyclists IBDs need to
offer an incentive to create footfall. If you want new custom and to influence the incentive that drives new business please take a few minutes to complete our survey online at www.bikeweek.biz.”
Bike Week events take place nationwide, run by local groups such as Cycle Exeter (above and below)
“The opportunity to convert wannabes to cyclists is the main driver for Bike Week.” ACT spokesperson
The Bike Place Silverfish signs Formula opens for dealers A BRAND NEW cycle trade-only show is to take place later this month at Turweston Flight Centre, in Brackley, Northamptonshire. According to the organisers, The Bike Place was created due to demand from a group of distributors looking for a new forum to showcase product for the new season. A number of brands have confirmed their attendance at the event, including Yeti, Endura, Transition Bike Co, Santa Cruz, Niner, Syncros, TrickX, SB3, Kali,
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Chris King, Juice Lubes, Dakine, POW Gloves, Titus, Industry Nine, New Ultimate, King Cage, ESI Grips, Cielo, KasK, RH+ and Guru Bikes. The new show will run from Sunday January 30th until Tuesday February 1st. “We felt the need for a new style of show, run by small distribution companies for the benefit of their customers, with an open plan style showroom feel,” revealed Axel Imports’ Andy Fowley. http://thebikeplace.biz
SILVERFISH HAS picked up the UK distribution rights to Italian premium brake manufacturer Formula. The Prato, Italy-designed, assembled and shipped product range includes the One brake and the R1, reportedly the lightest and most powerful disc brakes on the planet, according to Silverfish. Both have been the subject of glowing reviews from the cycle press, with the R1 brakes winning Best Brake of the Year in What Mountain Bike’s 2010 awards issue.
“We’re so pleased to be offering Formula brakes and products to the UK IBD network,” enthused Silverfish marketing manager Pete Drew. “Their
performance and quality has made them market leaders in our eyes, which is why we are so keen to work with them. The products constantly win magazine tests and gain World Cup podiums, which further backs up their performance.” 01752 843882
BIKEBIZ.COM
CHAIN REACTION | E-BIKE MARKET
Time to go electric? Peter Eland, publisher of the newly-launched Electric Bike magazine and attendee of the recent BA dedicated meet, explains why the time is right for the UK to embrace electric cycling...
“Instead of battery packs weighing 10 to 15 kilogrammes for a typical 20 to 30 mile range, we’re now achieving the same from two kilogramme cells...” Peter Eland, Electric Bike Magazine
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ELECTRIC BIKES had a shaky start when they appeared on the UK mass market the best part of a decade ago. Often imported and sold without any real backup, with cheap cycle components and with heavy lead-acid batteries, they were never going to impress the cycle trade. Indeed, any dealer who ended up with an ‘electric bike shaped object’ to repair may now view the prospect of a new generation hitting the market with a heavy heart. But although many of the early bikes were frankly horrible, customers kept on buying them. Why? Because, electric bikes satisfy very real needs – for people who already ride and for people who don’t ride at all. When cycling is primarily a form of transport, the rider just wants to get from A to B quickly, easily and reliably. An electric bike lets you get to work less sweaty. Journey time and effort is basically unaffected by headwinds. You can keep up better with traffic on the hills, and the motor helps you accelerate safely ahead of following cars at traffic lights. It’s also fun. Those are real benefits. For leisure cyclists, electric bikes are also very attractive. Why strain when you’re mainly on a cycle ride or holiday to enjoy the scenery, the company of others, and the fresh air? Many elderly cyclists also find electric bikes extend their cycling enjoyment by years once they start struggling to keep up with the group unassisted. More real benefits.
As for people who don’t yet cycle, the electric bike offers an easy way in. It’s a concept people grasp instantly: cycling without the effort. It’s a great leveller: even the least physically fit or confident can get on a bike knowing that the power assist will let them keep up. Fear of humiliation, of being left behind, is removed. It’s a great boost to know that even if you meet a hill, it won’t be an agony of straining to get up it. And because electric cycles tend to make it easier to ride without gear-changing, that’s another technical worry out of the way. Again, all real benefits to an insecure newcomer to cycling. WHY INVEST NOW? That’s a lovely rosy picture: hordes of happy customers buzzing along on electric bikes. But, we all know that many early builds just couldn’t deliver such a vision. So what’s changed? Plenty. First, the technology, and batteries are key. Almost all electric bikes now use lithium-ion battery packs, which store three to five times as much energy per unit weight as the old lead-acid models (and for next year’s batteries, it will be even more). Instead of battery packs weighing 10 to 15 kilograms for a typical 20 to 30-mile range, we’re now talking two or three kilogrammes. The motor and controller add perhaps two kilograms as well, so with a decent frame, bike weights can easily be sub-20 kg.
The improvements haven’t stopped at the battery. Driven by the European market, serious companies have now thrown significant sums at research and development, and the result is efficient motors with sophisticated control systems and reliable performance. For the major suppliers, this is backed up by spares, training and all of the approvals needed for peace of mind when selling in the EU. High-profile names like Shimano, Bosch and Panasonic in the market are another sign that the time has come to take electric bikes seriously. That, however, is all just words. What convinced me was going to a specialist dealer (Onbike in Kidderminster) and trying a selection for myself. As a still moderately fit and strong rider who’s ridden unassisted for several decades I was deeply unconvinced until I found myself whisked up a hill as if it wasn’t there, by a motor I could hardly hear. Since then I’ve been riding electric bikes galore for review in the magazine, and they keep on impressing me. There’s a brute of a model with dual batteries for 60-odd mile range, another with a motor so silent that I sincerely can’t hear when it’s on – but I can feel it push! Yes, there’s room for improvement even among the best, and still some bikes best avoided at the bottom end. But try a really good electric bike. The experience might just convince you that the time is right to go electric.
BIKEBIZ JANUARY 10
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BIKEBIZ AWARD WINNER | BROMPTON
Our brand is based four-square on the quality of the product; everything starts and ends with the design, the engineering and the manufacturing processes, and the main reason our brand continues to grow is that we haven’t moved away from that over the last twenty-plus years. People find that reassuring and feel great affection for an unpretentious brand that basically does what it says on the tin. How important is the fact that Brompton is British-made to the brand? When I started at Brompton, our marketing was geared solely to getting the product accepted for what it was, never where it came from. Our national identity has been introduced into our marketing over the last five years (along with the hand-built nature of our bikes) because I think it is crucial in explaining both the quality and the character of the product; it tells people upfront why our bikes are different, and how. Brompton seems to have taken up residence in the national press? Is that fair to say? We do get a lot of coverage, the latest being the Guardian bike podcast; finding myself on the BBC Ten O’Clock News a few months ago, holding forth on GDP growth, was also interesting! But it’s been like that for a long time, even if we now feature more often and more on TV; we benefit from making ourselves available to all journalists, from having a lot of Brompton users in the creative industries, and from our proximity to the main British press organisations.
Brand power Now that Brompton has bagged the industryvoted 2010 BikeBiz Bike Brand Award, the firm is definitely going to need a bigger trophy cabinet. Sales and marketing director Emerson Roberts tells Jonathon Harker about how the British brand is conquering overseas markets… How does it feel to be a BikeBiz Award winner? Great. People often assume we’re a larger company than we actually are, just because our profile is pretty high; in fact, we aren’t too big to get excited over winning an award like this! It’s also very gratifying to have our brand recognised by industry peers – it confirms that we’re punching well above our weight. The brand appears to be a strong as ever, why do you think that is?
BIKEBIZ.COM
“We aren’t too big to get excited about winning an award like this. It’s gratifying to have our brand recognised by our industry peers.”
How is business? Is growth in the pipeline for Brompton? We have had another excellent year of growth, though one or two markets have had a tougher time. These softer markets have been more than balanced out by record years in important markets like Spain, France, the UK, Japan and Korea. Importantly, we have managed to ramp up production to the extent that we can finally meet demand, which is giving our dealers and distributors confidence to invest in marketing and growing their sales base, and giving us the confidence to approach new markets that have shown interest in our bikes.
Andrew Ritchie was made an MBE. What's the plan for next year? More award winning? A knighthood for Andrew? I imagine the Queen’s Awards and Andrew’s well-deserved MBE helped us to clinch the Brand of the Year award in October; I would be the last to know if there were any more honours coming our way (the BikeBiz Award was a shock!) and our main job is to just keep focusing on what we do, and trying to improve it constantly. Brompton seems to have inspired a serious fanbase. Why is there that following? When any product over-delivers against expectations, that builds a great affection among consumers and I think that is at the heart of the loyalty and passion that Brompton owners have for our bikes. We don’t over-promise, so when people who bought their Bromptons as a mere commuting necessity discover that they ride well over long distances, all of a sudden they find all sorts of reasons for using them at every opportunity, taking them away at weekends and on holidays, doing long rides in the country and all those short urban journeys which used to be a hassle but suddenly become fun and exciting. How many territories does the brand sell into now? Have you got any target areas where you're looking to grow your presence? All told, we sell into over 35 overseas markets and we are now in a position to add some more countries into the mix. I don’t want to give details away but, seeing as we have been selling into Australia, the USA and Japan for many years, it’s pretty clear that we will consider any country where demand and an engaged distributor make for an attractive market, regardless of the location or culture. www.brompton.co.uk
It's been another busy year for Brompton, including winning two Queen's Awards for Enterprise, and
BIKEBIZ JANUARY 13
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INDUSTRY OPINIONS | 2011 PREDICTIONS
The BikeBiz New Year forecast With the trade gearing up for 2011, key questions come to the fore: can cycling still battle through tough economic conditions? And just how will the hectic show season pan out? Jonathon Harker asks the cycle trade for their predictions for the next 12 months and beyond...
“The question marks over the Cycle to Work scheme have now been addressed. As an industry, we need to recapture the momentum that has been lost due to the uncertainty.” Simon Ellison, Zyro
Simon Ellison, Zyro
BIKEBIZ.COM
“AS AN industry we need to remain confident in our future. Very few industries have so many positive aspects going for them. The bicycle is increasingly seen as the solution for overcoming the congestion, pollution and health issues we face. On a sporting level, as we move towards the 2012 Olympics, cycling’s profile is sure to increase further. Team GB has medal winning potential and the media is increasingly aware of this. The question marks that have hung over the Cycle to Work Scheme during 2010 now very much appear to have been addressed. As an industry, we need to ensure we recapture the momentum that has been lost due to the uncertainty surrounding the scheme and ensure that people are aware of the scheme benefits. The bicycle industry needs to have a national show that is supported by the industry as a whole, but overcoming the different requirements of bicycle and parts and accessory suppliers has always proved to be difficult. However Eurobike has managed to do that – and have public days also – so it is possible!” SIMON ELLISON, CO-DIRECTOR, ZYRO
“2011 is going to be huge for us, certainly the most important year since 2005. We have a couple of mid-year launches and Emerson Roberts, Brompton
the year-end product roll out for 2012 will feature developments that have not been launched in 2010 /2011. I am hugely excited about the coming 12 months.” EMERSON ROBERTS, MARKETING MANAGER, BROMPTON
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INDUSTRY OPINIONS | 2011 PREDICTIONS
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“We only published one price list over the last 12 months – this was an achievement in itself and we will be lucky to do the same in 2010. Whilst Greece is still suffering, concerns about Portugal increase. These are counterbalanced by the Euro support package that may see the Euro gain in strength. The impact of UK cuts, unemployment and possible strikes will have a negative impact on sterling and again could lead to a further possible rise in the Euro. Sterling lost more than eight per cent of its value (23 Aug – 11 Oct) and there’s 2.5 per cent added to Value Added Tax. The other major factor influencing rates at the moment is the issue of Quantitative Easing and who, and by how much, will have to enter the market to avoid a double dip recession. It is expected that the US will do so and this will again impact on all rates. Forward currency positions are too unpredictable to anticipate. Raw material cost increases feed through too so price changes are unavoidable. How do you improve a UK economy based on so little manufacturing (it was 20 per cent of GDP in 1994, now a mere four per cent) – with far too much reliance on a buoyant housing market? And since so much is imported, things may not improve for a while. Maintaining the large sales increases of 2010 will be harder to replicate. However, there is a head of steam out there. With online sales in general now 15-20 per cent up every year, some retail outlets are improving their market share rapidly. Cycling is now properly presented in High Street shops and hopefully levels of profitability will improve. We are trying to give retailers more value for money which, when we are talking about very top quality products with a relatively small market, is not easy. The run up to the 2012 Olympics and all the publicity cycling gets should help our cause. Everybody will be affected in some way. There will be a greater dependency on suppliers having the right product at the right time. There will be some de-stocking at retail levels, already evidenced by fewer bulk / forward orders. Running a tight ship will be the answer – it always is in times of considerably economic downturn. Savings must be made in terms of greater efficiency throughout one’s business. This may mean financing improvements that may not bear fruit immediately. Our new Microsoft computer package has been live since midSeptember and we can see big advantages for customers. At the end of the day everybody knows there is room for improvement. It is just a question of the willingness to learn new ways of working. The choice for the consumer is overwhelming. Our suppliers produce ever better products year-on-year and still make them competitive. There is no reason why any section of the market should not
16 BIKEBIZ JANUARY
Cedric Chicken
be able to benefit from this new era of cycling mania.” CEDRIC CHICKEN, DIRECTOR, CHICKEN CYCLEKIT
“THIS YEAR the success of e-bikes has been better documented and this brings a whole new challenge with it. As BikeBiz has already reported, there appears to be a new ‘wave’ of new entrants into the e-bike market looking to jump onto the band wagon. Some of the new e-bike ‘brands’ are simply off-the-peg Far Eastern imports, just badged up and introduced into the market without the necessary technical expertise and back-up for dealers and consumers. At the other end of the spectrum, the UK appears to be following Europe with some fantastic new dedicated e-bike offerings that will appeal to a wider target audience. We do believe as the market matures, the message to both dealers and consumers is beginning to get through that they need to buy product that conforms to EN Specifications and other formal industry standards. Overall, our predictions for 2011 are optimistic, anticipating further growth for the e-bike market in response to a better understanding of the
concept of e-cycling, a greater need to find more cost effective ways of living and travelling and of course everyone’s concern for the environment.” DAVID MIALL, CO-FOUNDER, WISPER AND CHAIRMAN, BRITISH ELECTRIC BICYCLE ASSOCIATION “2010 has been a year where we have seen significant growth in all areas of our business, particularly Cannondale and WTP. 2011 should see us beat the early months because we will be comparing against a time when we had a lot of snow on the ground. CSG’s intention for 2011 will be to strongly develop its P&A business through further development of our existing brand portfolio and potentially seeking to distribute P&A from brands who feel that their current distributor is not maximising their potential.” RUSSELL MERRY, JOINT MANAGING DIRECTOR, CYCLING SPORTS GROUP UK Has the industry forecast a positive 2011 for the market?
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Electric Bikes
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905eco, 905se Sport, 905se City S, 906xc Tourer Long or Medium ranges from £999.00 to £2,499.00
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805fe Long range 30 - 45 miles £1,219.00 Medium range 20 - 30 miles £1,019.00
Douglas Lawson 01590 681553 douglas.lawson@wisperbikes.com www.WisperBikes.com
the ride of your life British Electric Bicycle Association Member
MYSTERY SHOPPER | ROCHESTER AND GILLINGHAM
Mystery Invasion… This time it’s not a Dutch crusade infiltrating these two River Medway neighbouring towns. In fact, it’s something far more frightening – BikeBiz’s Mystery Shopper. Like the Flying Dutchman, our man of mystery silently sailed both choppy tides and calmer waters in search of his perfect bicycle…
Cycle King
Geoff Wiles Cycles
WITH PLENTY of on street parking, as well as a customer car park, this Cycle King branch practically begs the passer by's attention. Though the first few minutes of my visit were wasted discussing a bike below my later-to-be-asked budget, the two assistants offering me advice were equally attentive when listening to my brief and had multiple recommendations for my consideration indicating they knew their stock inside out. It was good to see that despite Christmas sales the retailer stuck firm to its prices, though did offer a some flexibility if I decided to modify the bike to better suit my needs. Further to this I was informed of a brand that is exclusive to Cycle King, though likely only available for a limited time thanks to its value when compared to mainstream brands – something emphasised heavily. On the back of this a deposit was asked of me "ahead of a likely Christmas rush." By far the best of the Cycle King's on BikeBiz's ongoing UK tour. SCORE
FIRST IMPRESSIONS here were very strong. Being a Cube stockist, Geoff Wiles store had placed some very eye-catching, yet surprisingly affordable models right by the front door. You couldn't miss them and could be forgiven for thinking the racey-looking models to be well outside the average budget. Shortly after entering, an assistant was asking all the right questions – my budget, the likely use of my bike and 'would I consider spending a little more to gain a lot more bike for my money?' My quoted budget sat at the bottom of the stocked Cube line, so comparing models proved a simple task for the assistant who covered more or less everything aside from warranty and service, of which the Cube system is quite unique and worth a mention. Alternative models were offered, but enthused recommendations had already been made, as well as upgrades to the bike offered and explained. I left with a catalogue to review.
[ 4/5 ]
18 BIKEBIZ JANUARY
[ 4/5 ] SCORE
BIKEBIZ.COM
MYSTERY SHOPPER | ROCHESTER AND GILLINGHAM
Sports Direct SPYING A selection of bikes tucked inside the ground floor of the High Street Sports Direct, Mystery Shopper curiously approached. Though on the cheaper side, a few in the small line up were relevant to my sought after hybrid style bike. Up the escalator I went into the swathes of poorly organised sports equipment. It was as I hit the top of the escalator that I was reminded why anyone serious about any sport would avoid the store. Similarly to past experiences, the music choice was less than family friendly and a reason to leave by itself. Persevering was a bad call. Staff needed to be chased around the store for a little attention. One I managed to track down pointed to another who 'knew more about bikes'. He knew what was in stock at least, but simply suggested I go take a look SCORE downstairs and check it out for myself. Downstairs I went and off into the night.
[ 1/5 ]
Halfords
Bikes Bikes Bikes
USING THE two-floor layout very effectively, Halfords had placed a few key interest models on the lower floor to draw Christmas custom. Upstairs, the majority of bikes were found as well as a sole staff member, who appeared to be a cyclist himself given his wealth of knowledge. Encouragingly, the assistant didn't need much encouragement to leave his desk position as is often the case in many branches. Happily guiding me through each and every model relevant to my brief, the assistant seemed enthused by the idea of customising a bike to meet my exact needs – quoted as "a bike that's quick on the roads, but capable of light off-road use." As such, the assistant lead me over to the tyre rack where he detailed tyre treads, widths and rolling resistances. All of this information proved helpful and was bolstered by the suggestion that Halfords would gladly switch the tyres free of charge if the bike and replacements were purchased there. The retail giant's service cover was also detailed, as well as a SCORE 'Bike Care Plan' in which for a one off fee my labour charges would be covered for a year.
THIS COULD be a personal thing, but Mystery Shopper sees bikes on the street as a little risky given the amount of bikes that have gone missing of late. This retailer, however, used it to full-effect and, granted, it did appear to catch passer-by attention. Inside I was greeted immediately, though discussion kicked off focused on bikes for a budget below what I would have stated, if asked. Hinting at having more cash to spend, attention turned to another brand, which could serve well as an alternative, but didn't pack as much value for money as the Claud Butler with a carbon fork that sat just above my budget. With emphasis largely on the fork, it was explained that carbon would offer a more forgiving ride and furthermore that suspension in this price bracket wouldn't be fantastic. All sound advice, but Mystery Shopper felt that some key aspects of the two highlighted bike's spec were SCORE overlooked in the comparison.
[ 4/5 ]
BIKEBIZ.COM
[ 3/5 ]
Summary IF THE DUTCH came in search of great bicycle service back in 1667, largely they would have been pleased, at least until they mounted 'ye old stairway to hell' found at Sports Direct. Both Halfords and Cycle King produced very convincing pitches. Each displayed knowledge, enthusiasm and most important of all, the ability to listen to a brief and make decisions on which bikes to present, followed up by back-up support info. I'd like to say that independent store Geoff Wiles Cycles edged it over these two, but to the uneducated consumer, the two chains would most likely have made a sale. Even with a firm knowledge of bikes and build quality I felt both chains offered some great value for money bikes given my budget.
BIKEBIZ JANUARY19
UNMISSABLE OFFER FROM SELLE ITALIA FREE
Signature Saddle for Yourself To celebrate our long association with Selle Italia, they are producing a Limited Edition Signature Flite saddle, which will be available completely FREE of charge to 120 Selle Italia dealers. Orders will be accepted between now and February 1st, the last day of CORE 2011, and despatched shortly afterwards. This superb promotion will be supported by both consumer and trade advertising. See www.chickenb2b.co.uk for all the details.
In every decade Chicken CycleKit have brought something new to the UK market. 1919 - William Chicken starts import of stainless steel tubing from Germany 1926 - Balance Sheet profit of £126. 14s. 2 1/4d 1939-44 - 2nd World War 1948 - Contract with Sedis 1954 - Contract with Vredestein 1969 - Contract with Maillard 1978 - Contract with Selle Italia 1988 - Contract with Sachs 1998 - Contract with Mavic, adidas 2000 - Tifosi UK registered 2010 - Contract with Dedacciai
Money Back Guarantee Guarantee applies to: Gel Flow saddles in the SLR, Flite and SL ranges, XC Gel Flow and Ladies’ Gel Flow ( excluding X2 model ). See terms and conditions on our website.
FREE
Test Saddle Unit Point of Sale material helps sell - and this is a great way to display the winning range of Selle Italia saddles.
See www.chickenb2b.co.uk for all the details
FIVE FREE Saddles
Flite Gel Flow
Get 2011 off to a good start. SLR Kit Carbonio Flow
SLR XC
Max Flite Gel Flow
Every Test Saddle Unit comes complete with 5 FREE saddles marked ‘TEST’, which are slat-board display boxed. The models are shown on the left. 5x identical saddles (not marked TEST) will be invoiced at a discount of 7% as will a further 5 saddles of your choice. All subsequent saddle deliveries will be invoiced less 5% through the whole of 2011.
SLR TT
FREE
£10 Consumer Vouchers These are redeemable at Selle Italia TEST Centres and will be advertised in both Road and MTB magazines. Your account will get a £12 credit per sale. (This is to cover costs of processing the voucher)
CH CKENCYCLE-KIT THE PERFECT BIKE
BICYCLE ASSOCIATION | BIKE CONFERENCE REPORT
The BEN charity headquarters outside Coventry played host to the Bicycle Association’s first E-bike conference
Somewhere beyond the sea Electric bikes are selling in the ‘tens of thousands’. Yet, here in the UK, uptake at retail level has been sluggish and reluctant. The result, as Carlton Reid and Mark Sutton discover, is an industry brainstorming session in the Midlands on how to get the market moving…
“Consumer awareness and education of the more recent E-bike product has been the backbone of this segment’s expansion throughout Europe...” Ian Beasant, Giant UK
BIKEBIZ.COM
DESPITE ITS relative niche status when compared to many other sectors in cycling, electric bike firms are quite abundant in the UK. In fact, more than 40 suppliers and retailers attended the first Bicycle Association-organised meet held at the headquarters of the BEN, the automotive and associated industries charity, toward end of November. This was not a meet for the firms accused of 'loving and leaving' sector. Many at the BA event will pull no punches when talking about how the sector's reputation has been tainted by cheaply made imports in the past decade. Many feel the problems caused by a high number of returns and the complexity of the electric components turned dealers off the sector.
Giant UK's managing director Ian Beasant was keen to dispel the myth that e-bikes are always complex to deal with and stated to the packed assembly "A number of the latest e-bikes are now plug and play and thus maintenance is getting easier for the workshops. We're only talking about five extra components compared to a traditional bike, all of which are replaceable in no more than fifteen minutes with a little training." The reluctance at retail to embrace the sector is further compounded by the fact e-bike awareness in the UK is still relatively low, especially when compared to Europe. Beasant added: "Consumer awareness and education of the more recent e-bike product has been the backbone of this
segment’s expansion in many European countries. For the UK, this is fundamental to its growth. We need to let consumers know they exist. The UK cycling culture is changing and consumers are certainly making more considered purchases. With this comes an opportunity to introduce them to this style of product." Thankfully, the legislation surrounding the sector is gradually smoothing out, with just a few changes highlighted in a presentation on tweaks by Raleigh's Lloyd Clarkson. Alterations to the UK-specific regulations are largely to sit in line with the rest of Europe, changes such as a 0.5 mph rise in top speed and an upper limit power output of 250 watts. The proposal of a CE/EN approval sticker to show a bike meets certain guidelines is
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BIKEBIZ JANUARY 21
BICYCLE ASSOCIATION | BIKE CONFERENCE REPORT
Ian Beasant
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“Those electric bikes now being manufactured by the dedicated firms are coming future-proofed, so service issues of the past shouldn’t haunt us again...” Roger Cook, Zyro
also proposed. Detail can run as fine as "could a bike's electrics interfere with a pacemaker," but Clarkson stopped there for fear of "sending the room to sleep" and so will we. It is, however, interesting to note that use of a throttle assistance on electric bikes made the list of things discouraged. At present it is the EN 15194 standard, laid out in 2009, to which manufacturers selling in the UK must adhere, meaning the same testing that applies to things like cars, motorcycles or mopeds applies. Whatever changes to legislation take place in the coming years, the BA's deputy president Philip Darnton was keen to stress, particularly as DfT decision makers were present, that any changes to electric bike legislation should not adversely affect the legislation relating to bicycle use. Helmet laws were flagged up as just one way in which legislation relating to E-bikes could potentially confuse mainstream bicycle use regulations. It was "damaged confidence" which Darnton said was a barrier to moving forwards in a conclusion to the presentations of the day. "It's unfortunate that in the early days of electric bike retail so many stores had bad experiences with the sector. Going forwards we must make sure the industry is well represented to the
PLUG AND PLAY : Electric bikes intelligent and are fast becom customisable ing through compu ter links
Government overseeing law changes and to the customer as we move to improve the fortunes of the market." Zyro's BionX brand manager, Roger Cook told BikeBiz: "I think the industry is ready for a big boost and it's achievable if we all work together. The majority of suppliers now deliver a thorough and decent service to their customers. Those manufactured now are being future-proofed, so service issues of the past shouldn't haunt us again." Post meet, there was a chance for a number of brands’ electric bikes to be ridden. The general consensus of those gathered around the car park test area was that plenty had been learned from the few hours spent in the aptly named Robert Bosch Room (Bosch is gearing up to become a major market player) and that biannual industry meets could do no end of good to finally getting the electric bike on the average bike dealer's shop floor.
Roger Cook of Zyro presents the BionX conversion kit
E-bikes in the UK by numbers
120+ The number of fully-trained Trek UK dealers with electric bike stock.
150+ The number of electric bike conversion kits sold in the UK by Zyro since the distribution deal was struck in March this year.
40kgs The maximum weight of an electric bike. Any higher and it's likely classed as a moped.
15 mph Phillip Darnton, above and Lloyd Clarkson, below.
The current top speed of electric bikes in the UK. It is anticipated, to fall in line with Europe, this will be raised to 15.5mph.
EN15194: The document you need to read if you manufacture, supply or retail e-bikes in the UK.
32kgs If you supply more than this weight of batteries in the UK you have a responsibility to dispose of cells at the end of their life.
22 BIKEBIZ JANUARY
BIKEBIZ.COM
CORE BIKE | THE GUIDE
Core blimey! Packing in all the essential info, a floor plan, maps and some of the hottest product you can expect to see at Whittlebury Hall this January, read on for BikeBiz’s guide to Core Bike 2011...
26 BIKEBIZ JANUARY
CORE BIKE IS BACK, now packing 18 exhibiting companies and far too many brands to count within the luxurious walls of Whittlebury Hall, Northamptonshire. This year the event runs from Sunday January 30th to Tuesday February 1st, and with Chocolate Distribution joining the line-up, Core is set to be a still more essential fixture in bike dealers’ calendars. One such retailer is Tim Wood from Echelon Cycles. He says of the show: “As an independent retailer it is impossible to get to many of the trade events held throughout the year. Core Bike, however, brings together a number of the distributors that we use under one roof and at a time of year when a day away from the shop is manageable. The exhibitors are all IBD-focused and flexible to our needs with a longsighted view, creating the ideal working relationship.”
He continues: “The distributors pull out all the stops to showcase their wares. I have been able to talk to many of the people behind our key brands and get to hear about the rationale behind their products. It is excellent to see so many new products in one place so you can choose what to stock for the season. “Having attended Core Bike since its inception, I’ve witnessed it grow into a really important date for the IBD’s diary. I strongly recommend a visit.” For this year’s BikeBiz Guide to Core Bike, we asked the exhibiting companies to tell you, the great bicycle dealers of Great Britain, why you should come and take the time to visit their Core Bike stand. So, without further ado, read on for the latest on the products, incentives and offers set to be available at Core Bike 2011, straight from the horses mouth...
“Having attended Core since its inception, I’ve witnessed it grow into a really important date for the IBD’s diary.” Tim Wood, Echelon Cycles
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CORE BIKE | THE GUIDE
Exhibitors
Silverfish “SILVERFISH UK continues its support of IBDs by offering fast and efficient service, right from when you place an order to the goods landing at your store. The Silverfish Core Bike stand is always a hive of activity and a must-see room at the show – 2011 is no exception. On display will be top brands from around the globe, all of which are already market leaders in their categories. Premium Italian brake manufacturer Formula joined Silverfish in December 2010 and Core Bike will be the first time the brand is displayed to the IBD network. Having ridden Formula brakes for years, the whole team are huge fans. The brakes have won numerous accolades and have succeeding in pushing the benchmark higher and higher. Formula has built its business on high levels of performance and product quality, which has won them fans the world over and cemented them as market leaders. Likewise, Race Face continues as a leading components manufacturer, further increasing its premium performance components, softgoods and protection line-up for 2011. New components in the form of ten-speed cranks, bars, stems, seatpost and
accessories join the line-up as does a whole new finishing groupset called Turbine. Race Face also offers an increased softgoods and protection line-up. Also on display will be the frames from Cove and Turner bikes, both with tweaked popular models and new frames added to the ranges. Mondraker once again has one of the most complete MTB ranges on display, with bikes starting under £300 and ranging up to the ‘most sought after DH bike of 2010’ the Summum Pro Team. If all that’s not enough, then Silverfish’s three new brands should make the stand a must-see. Spanish clothing and accessories brand Spiuk offer and a full head-to-toe product range, which includes helmets, shoes, eyewear, as well as softgoods and massage oils for all disciplines of cycling. Chub and REVL both join Silverfish from The Hive in the USA and offer performance MTB and track hubs and carbon road brakes. Add to that the new T2 full face helmet, new e*thirteen XC and DH cranks, Elka Supension units, EVOC bags and SDG saddles you can see why visiting the Silverfish room is a must.”
DON’T: Forget to get to the lunch room early. The bike trade are a hungry bunch, as seasoned industry veterans can confirm WEB: www.corebike.co.uk
BIKEBIZ.COM
Chocolate S25 Citrus Lime S7 Cordee S12 Extra S10 Fox Monaco Hope Suzuka
Merida Magny Cours
OPENING TIMES? 9.30 to 6.00pm (Core closes at 4.00pm on Tuesday)
DO: Remember to pre-register at the Core Bike site before you turn up. Final date to pre-register is Tuesday January 25th.
Chicken Nurburgring
Jim Walker Melbourne
WHEN? Sunday January 30th ‘till Tuesday February 1st, 2011
WHO’S EXHIBITING? 2pure, Buffera, Chicken Cyclekit, Chocolate, Citrus-Lime, Cordee, Extra, Fox, Hope, Ison, Jim Walker, Merida, Paligap, Sealskinz, Silverfish, SiWiS, Upgrade and Windwave
Buff S9
Ison Distribution Indianapolis, Imola
Need to know
WHERE? Whittlebury Hall Hotel, Whittlebury (near Silverstone), Northamptonshire, NN12 8QH
2pure Catalunya
2pure “FOR COREBIKE this year 2pure is pulling out all the stops. An expanded product range means that for the first year 2pure will be showing in two rooms. One room is dedicated to Ibis Cycles – allowing the dealer to fully appreciate the range and the new models. As always there will be the latest product from all its brands. Highlights include the 2011 spring/summer range of De Marchi clothing, Lizard Skins’ all-new glove range, the latest cockpit componentry, all new pedals from Crank Brothers and some amazing new lights from NiteRider. Every year at Core 2pure offers a great selection of prizes and incentives to sign
Paligap Hockenheim SealSkinz S6 Silverfish Monza Siwis S8 up for its sell-in programs. Last year the firm gave away a fully tricked out Ibis Mojo and it has something special lined up for this year too, but you’ll have to wait and see what it is. Add to that guest speakers and representatives from all the brands and there really is no excuse not to come and see what is on offer.”
Upgrade Hungoraring Windwave Lounge
BIKEBIZ JANUARY 27
CORE BIKE | THE GUIDE
Chicken Cyclekit “WHY VISIT Chicken? Largely because the firm is taking its sales staff to discuss how the firm can help in 2011. Suppliers from KMC, Sapim, Nalini, Cinelli are all there too keeen to emphasise the quality of EU production. The firm has blanket discounts on best-selling brands and there’s even chance for a bit of exercise too – just bring your shoes for a Black Jet experience. The distributor has dealer incentives, including a BE11 Campagnolo
Extra promotion, also discounts for Pro and Display dealers and full groupsets. There’s also stockist prices and dating for Cinelli and Time bikes, Time Test centres with i-clic pedal demo units with discounts and Selle Italia Test saddle programme with blanket discounts. Other offers range from an EBC stock order discount and stock cleanse, to a pre-order discount on any Nalini clothing. There’s a wealth of product on show from Dedacciai bars and stems from the 2011 line-up, to the new range of DedaStada bikes and frames. Chicken also has the latest from Time, Tifosi, Cinelli, Victory Supreme, Anubi and Infinito, KMC, Pletscher, MTB Sapim spokes and new SLR saddles. SKS will be represented too, including the iF Design Award winning Diago high-performance pump.”
Ison “KNOWN AS ‘ID’ in many circles, Ison Distribution has served the UK IBD sector with top-end products and tools/service lines for over a decade. Renowned for offering solutions to trade
28 BIKEBIZ JANUARY
range of retro classics. We have extended ranges from lightweight clothing master Montane, as well as rugged MTB gear from Alpinestars. Intense frames from the USA will be on display including the new M9 and Tracer models. Burley’s Taylor Reynolds will once again be in attendance to update everyone on the trailer range. Trelock will be on hand to explain why we should all be using their locks to keep the thieves at bay and the guys from Ergon will show off their new grips, bags and, new for 2011, pedals. Mule’s new Energy Gel will be there too. Extra hopes to see you at Core for all these and many more.”
Jim Walker headaches, Ison offers dealers much more than just another supplier to order from. Core sees the UK launch of the White Brothers Loop forks and plenty of other market-leading brands, including; MRP Chain devices, Renthal Cycle Products, Light Blue Cycles, ODI grips, Dia Compe brakes, TSG Safety Gear, Rohloff hubs, Halo rims, Identiti frames, Gusset parts, White Bros forks, KHE BMX products, Salsa parts, Surly frames and more. Ison continues to generate huge pull-through business for dealers carrying its brands. New brands for the Ison stable include Sturmey Archer, Sunrace, Driven, Buzz Energy and Tunebug. Weldtite, Schwalbe and Fibrax will also be there and there’ll be plenty of promo gifts for dealers. Sales staff and international brand managers will be on hand to run through new items. Ison looks forward to seeing you there.”
Paligap “2011 IS AN exciting year for Paligap, and the firm is launching several new brands and product lines at the Core Show. Dealers will be able to make the most of show offers by signing up at Whittlebury Hall. Paligap will also have its suppliers on hand to offer training on the various brands on show. Saris Racks’ two brand new car racks will be on show for the first time in the UK, as will Brev M’s new fixie products, a full range of finishing components for fixed gear bikes. PowerTap products will be showcased, with
“WITH OVER 30 great brands, the Extra UK stand will be a hub of activity. Every brand has new products and Core is the perfect opportunity to touch, feel and range plan for the season. Topeak has great new pumps and bags and Easton has been busy adding products to the Haven range, including the muchtalked-about carbon MTB wheels. Cane Creek has revamped its entire headset line with a new look and the famous Angleset. Fi’zi:k is launching new saddles and its shoe line, Pure Style, from Italy. The Brooks saddles and accessories range now features the new commuting bags, while Selle Royal will be talking saddles with a re-released
“THE JIM WALKER goodie bags continue to grow and Clarks’ braking systems has now offered to include sets of its premium Gold brake pads for dealers to try out for themselves. Jim Walker and company will also have technical guru Jan
Vanpreat from Eddy Merckx Cycles on hand to provide all the latest inside info from the legendary marque. It will also be a chance to see the unique Quickstep Team Bikes painted in Tour De France Jersey colours as used during 2010.”
Sealskinz in-depth training for dealers who want to understand the growing power market. The massively popular Ritchey Components range has some new offerings in 2011 and we will have the pick of the bunch on display, while Fast Forward Wheels’ new full carbon clinchers will be on show among other new offerings. A select range of the Kona 2011 line-up will be on show too, as will a more UK specific range of riding gear this year from Sombrio clothing – see it for the first time at Core. Paligap will also be re-showing some brand new ranges, including Portland Design Works, pumps, lights and tools. And not forgetting Mario Cipollini bicycles and clothing, of course.”
”THE LAST twelve months have been very busy for SealSkinz. Having listened to customer feedback and the company will now launch its new and improved 2011/12 cycle range. Twelve innovative new products, including five totally redesigned pairs of close-fitting waterproof socks will be revealed along with new hats and caps, special ladies fittings and a stunning gold-standard range of performance gloves for both on and off-road cyclists. Retailers visiting Core can take advantage of an eight per cent discount on forward orders placed before Feb 8th.”
BIKEBIZ.COM
CORE BIKE | THE GUIDE
Upgrade “UPGRADE IS TO reveal, at Core, three new brands in its portfolio for 2011: Cycloc, Freedom by WTB and Speedfil. With the growth of urban, commuter and leisure cycling, WTB has launched the Freedom range. Starting with tyres, saddles and a fixie style grip, the range will build to offer a great choice of products. Freedom and WTB have a strong ethos of supporting the development of safe cycling facilities and the use of bikes as transport, something Upgrade will join in through supporting like-minded projects. The range includes road-based tread patterns for the urban (and country) cyclist, from the Thickslick bald, but grippy compound to the Cruz range of tread pattern ideal for wet weather, the compact range of four Freedom models,
Windwave offering dealers enough tyres to satisfy the majority of customer requirement. The revamped Cycloc bike storage pod is now made using an injection moulding process and the 2011 version comes with a 55mm spacer to move the pod away from the wall for bikes with wider handlebars, plus a host of other features. The Speedfil Hydration System, meanwhile, is a revolutionary product enhancing athlete hydration and aerodynamics. Lezyne is going strength-to-strength too. The most talked about new lines are the CO2 mini pumps called the CFH range and the Dirt Floor Pumps. But there are other new products that you’ll need to come see at Core Bike. There are many other brands to peruse and fondle when you come to the Upgrade show room too, of which DMR, Reynolds, Kinesis, Microshift and Effetto, are just a few!”
“LOCATED IN the Lounge, Windwave will be exhibiting the latest bikes, clothing and parts and accessories from Colnago, FSA, Vision, Gravity, Traitor, Marzocchi, Ice Toolz and A2Z. There’s an additional display in the Lounge for the BBB range in the syndicate room S5. As of Feb 1st 2011 Windwave will distribute BBB products. The product range is supported by a smart shop-in-shop system that stimulates impulse purchasing at IBDs. First shown at Core bike last
Hope “HOPE TECHNOLOGY will be at Core Bike in the Suzuka Room showing the latest products from its range. The integrated cassette that is causing a stir in the industry will be on display, showing the design and machining capabilities of the Lancashire-based company. The super-bright Vision District 3 will also be available to see, as well as the rest of the ever-expanding lighting range. Wheels, brakes, headsets, BBs, there’s a lot of reasons for dealers to drop by. As ever, representatives will be on hand to talk through the products and offer information, brochures and advice about all things Hope. For more information before then, have a look at the new website – www.hopetech.com.”
January, the firm will have the latest range from Traitor, an urban range of steel road bikes with a focus on style, attention to detail and value for money. Traitor is available for dealerships and Windwave will have an exclusive Core staff purchase scheme. Other highlights include Marzocchi’s strongest line-up, Colnago bikes and clothing (in the Lounge) – with a first look at the new rangetopping C59 in the exclusive French National champion’s colour scheme, FSA, Vision, Metropolis and Gravity. Another highlight is the new team issue road wheel set. Using an alloy/carbon hybrid rim the all-in weight is kept down to just 1,400g with a competitive £699.95 (pair). Ice Toolz and A2Z both represent great consumer value for money and importantly a high dealer margin too. Ice Toolz’ latest is a new Hydraulic brake tool range.”
SiWiS SI WATTS STARTED in the bike trade aged 16 in 1985 and has been involved in one way or another since that time. He says: “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 companies. Watts offers bespoke web work, building dedicated systems to suit individual needs, or retailers can select the easy to use i-BikeShop etail system. Ready to go, i-BikeShop is a comprehensive e-commerce system, designed to meet the needs of bike
retailers wanting to trade online. Simple self management systems make looking after the content of your site easy for novice users and computer addicts alike. Do talk to us about whether i-BikeShop is the right choice for your online presence. Come and have a chat, even if you merely want to put a face to the name Si Watts.
Buff and Sueme “BUFFERA’S NEW Polar Buff Reversible is designed to offer the greatest protection of the polar range of products. Combining two of the most well-loved Buff fabrics into a continuous tube, this two-layer piece is made using the Original Buff polyester microfibre sewn top and bottom to a cylindrical piece of Polartec fleece. The essential, functional and versatile Buff High UV Protection collection has a multitude of new designs for spring 2011. Made with Coolmax Extreme fabric the
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range comprises High UV Protection Buff in adult and junior/medium sizes, Visor Buff featuring an unique neoprene peak, the adjustable Visor Buff Evo 2, again in adult and junior sizes, and Buff Headband. Visor Buff, the original multi-functional cap, presents seven new designs and is ideal for hot weather activities where an eye shade or neck protection is beneficial. The Visor Buff Evo2 is unique, ultra-light and a fully reversible cap with eight new designs, in addition to the extensive Fun
Collection featuring 12 new designs from Hello Kitty and Kukuxumusu (among others) in junior sizes for kids. SueMe will be previewing its range alongside Buff, including its tees, made from a blend of bamboo viscose and organic cotton. They feel cool when you’re hot and warm on the skin in cooler weather. The SueMe tee will quickly lose any creases too, making it perfect for compact packing and travelling light.”
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CORE BIKE | THE GUIDE
Citrus-Lime “CITRUS LIME WILL be demonstrating a new version of its Supplier Integration Module (SIM 2.0) at Core 2011. This exciting product removes a vast amount of work for cycle dealers when setting up products, dealing with customer special orders and getting their product databases active on the web. Call into the firm’s stand to see it is describing as ‘the future of EPoS’, with real time supply chain and stock file integration. Staff will also be on hand to discuss new eBay and Amazon modules.
These integrate with SIM 2.0, allowing dealers to quickly and easily load products across retail, e-commerce, Amazon and eBay. Finally, as well as its many new and prospective customers, Citrus Lime is hoping to see existing partners face-toface and is asking those enrolled to call in and see new developments first hand. The firm spent over £40,000 on research and development in 2010. Call in to stay up to date and find out about the EPos specialist’s future roadmap.”
Fox “BACK IN 2007, the Striker Helmet set a new standard for trail helmets with the introduction of the Flux helmet. Successful beyond expectations, it paved the way for the all new Striker helmet. Lightweight and race ready, it is a lighter, sleeker version and is sure to turn heads (and protect them too) when it debuts in Spring. Fox is also to debut Poron XRD Extreme Impact Protection with its new Ballistic arm and knee sleeves and our Unabomber and Stealth Bomber gloves. The Poron XRD material is soft and body contouring, yet instantly dissipates force upon impact, acting as a layer of wearable protection. Other highlights include the Transition Hard Shell Helmet. Building on the
Cordee success of the Transition Co-Molded helmet, Fox will introduce a classic ABS shell street/park style helmet for riders looking for substance and style. Also new for 2011 is Fox’s proprietary Aircool jersey material, with Air-Cool fabric offering accelerated moisture wicking and unmatched skin-contact comfort. Fox has innovation in the glove collection too, incorporating hydro management nano-technology to create genuine water-repellent gloves. These highlights are only part of the story, and they’re meaningless without great product design – and the 2011 MTB Collection from Fox won’t disappoint those in the trade looking for a comprehensive stock solution. “
Merida UK “MERIDA IS has proven itself to be one of the world’s premier aluminium bike manufacturers, and one of the largest high-end bike builders out there – it manufactures 1.8 million units per year from its high tech production facility in Taiwan. 2011 sees the firm with six entirely new platforms and numerous re-designs on what last year were considered to be top-performance bikes in their categories. For the new
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season, Merida debuts the One Twenty Carbon, outed by some as the perfect UK trail bike. On the road there’s the rangetopping Reacto ‘Breakaway’ bike. Merida will also have Alpina Helmets, featuring the same high-spec raw materials and high-end helmet details, normally the reserve of £70 plus helmets, right across the range. After a fantastic debut at last year's show the mould-breaking Birzman tool line is still raising the bar in durability, functionality and beauty. This great range boasts competitive prices, great margins, marketing support, and free POS for new dealers. See Merida at Core Bike in Magny Cours and S11.”
“MOST VISITORS to Cordee stand at last year’s Corebike were really surprised at the wealth of books on show, many commenting that they didn’t realise that so many were available all from one supplier. The publisher has now started working with some retailers to get a wellchosen and customer-specific range in stores. Many retailers were looking for guides for their local area and the firm continues to bear this in mind when it makes its selection for Corebike 2011. The Philips Cycle Tours series of local interest, leisure riding routes, is being rebranded and fully revised. The first three in the series were launched in the summer with the next three coming Spring 2011. These include ‘Around Oxford’, ‘Chilterns, Hertfordshire & Essex’ and ‘The Lake District, Lune Valley & Eden Valley’. Publisher Vertebrate is represented by Cordee too, with guides written by riders, for riders – owner Jon Barton and publishing manager John Coefield are both keen mountain bikers. The firm has 17 regional cycling and
mountain biking titles currently in print, with more in the works. New guides for 2011 include West Yorkshire and Lancashire Mountain Biking, a second edition of South West Mountain Biking (Dartmoor, Exmoor, Quantocks), and a UK Mountain Biking Guide written by Tom Fenton and Andy McCandlish.”
Chocolate Distribution “NOT SATISFIED with only distributing the ‘proven fastest wheels available’ for your bike – Rolf Prima – for a while now, Chocolate has decided to add a new brand to its portfolio. The firm has taken on Kurt Kinetic cycle trainers – manufacturer of what the distributor claims are the most durable, realistic feeling trainers available on the market today. Unlike most trainers, Kinetic offers the smoothest, quietest, road-like resistance 100 per cent leak-free. Rather than using leak prone technology, like a drive shaft that penetrates the fluid chamber and depends on ‘O’ rings and traditional seals, each Kinetic Fluid Trainer features a patented magnetic drive system.
By using neodymium magnets to link the drive system together, the dependence on a physical drive shaft entering the fluid chamber is entirely eliminated — which means no need for ‘O’ rings and seals that will eventually wear out and leak. What began as a curious engineer’s infatuation with improving the established bicycle wheel continues to grow with Rolf Prima’s 2011 wheel line. Rolf Dietrich created the revolutionary paired spoke technology that changed the way people think about bicycle wheels. That spirit of curiosity and ingenuity continues at Rolf Prima today.” Dealers can find Chocolate Distribution in room S25 at Core.
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CORE BIKE | THE GUIDE
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CORE BIKE | THE GUIDE
How to get there
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 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.
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BRAND SPOTLIGHT | MAVIC
Onwards and upwards Having moved to direct distribution, Mavic is now servicing the UK trade from Lyon, France. Mark Sutton asks marketing manager Alex Coventry how going direct has boosted business and upped the brand’s appeal to retail partners…
Give us a brief history of Mavic: Mavic was established in 1889, winning the Tour de France for the first time in 1834 with Antone Magne on the revolutionary Dura aluminium rim. Mavic developed the first ‘System’ wheel set in 1994 and then introduced the revolutionary Helium and Cosmic wheelsets in 1996. Mavic is now a global cycle brand manufacturing both bike systems and riders’ equipment for men and women across the full spectrum of cycling including road, MTB, tri and track. It seems like the clothing and footwear business is increasingly important to Mavic – how have sales been since the brand diversified? The two key product areas for Mavic are wheels and soft goods. We have a dedicated in-house design and product development team with a strong history in cycle clothing. Mavic started off as the licensee for Adidas, manufacturing and developing our own products under their brand, though we decided three years ago to focus on our own brand. We now have an excellent range across all price points, from the highlight £225 Zxellium yellow pro shoe down to the £50 Espoir jersey. Where is Mavic gear designed? Mavic is based at Annecy in the French Alps, with all our product development and testing being done from there. The riding, both road and MTB, is amazing with very varied terrain on the doorstep. Our UK office is in Frimley, Surrey.
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Mavic has tried a few innovative approaches to wheel design and spoke lacing – where do these ideas come from? Mavic does not copy existing product, and everything we do uses proprietary design. We have a very strong development team based in Annecy in the French Alps committed to both lab bench testing and on the road evaluation. The strong desire to push the limits coupled to a French individuality have led us to some amazing technologies from the idea of the System wheel with the Helium, right through to the Wheel Tyre System with the R-SYS SLR, as a prime example. For 2011 it seems Mavic has upped its game in the tyre market – what tech have you worked into the line this year? Vans. Lots of vans.
In order to develop and test wheels you need to understand tyres. A very small change in a tyre can make a very big change in the perceived performance of a product. We are focusing on the Grip Link and Power Link concepts, placing different compounds and structures to benefit the different characteristics required for front and rear tyres. We are now also able to design tyres specific to the performance criteria of our wheels. Why go direct to retail? The big myth of ‘direct distribution’ is that it allows a manufacturer to make more money. That is simply not true. The cost involved in having an established direct distribution service is the same as that of any UK distributor. The difference is that we are fully focused on selling and promoting one brand of product. By moving to direct distribution we gain full control as to how and where our brand is represented. This ensures that our retail partners are fully trained and can provide a level of sales support and after sales service that is correct for a high end, high tech range.
Where can dealers have Mavic product serviced? We have a UK Mavic Service Centre that provides full warranty and repair service with a target 48-hour turnaround from receipt to despatch. We also have a highly experienced team on the phone who should be able to help with tech queries. Are you seeking more UK partners? We are always looking for the right retail partners for the full Mavic product range. We have strong selection criteria, but most quality UK IBD retailers should be able to meet our terms. One thing we’re particularly proud of is the exceptional 'MP3 product protection programme', which offers our leading retailers a fantastic selling point, and offers our end users unparalleled peace of mind in their use of our product.
Has the move benefited business? It has improved Mavic’s brand position in the marketplace, and has allowed our retail partners to rely on Mavic as a solid performer with its product ranges.
Where do deliveries now come from and is next day service available? We deliver directly from Mavic’s central warehouse near Lyon in France. We are able to offer a 48-hour service from this warehouse. While this is not a 24hr service, by using the central stock that services the whole of Europe we are able to guarantee much higher stock levels without having to rely on deliveries from a smaller stock in the UK.
What are your expansion plans? We will continue to push the boundaries with our existing ranges and introduce new ones only where we can find real technological improvements.
How can UK dealers get in touch? The main office contact details are gbcustomer.servcies@mavic.com or give us a call on 01276 404870. We can then direct any enquiries in the right direction.
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TERRITORY REPORT | DENMARK
Cycling’s leading light With a capital city sporting an enviously pro-cycling reputation, Denmark has the kind of bike bias that cycle dealers elsewhere covet. Jonathon Harker gets the inside perspective on the Danish cycle industry...
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CERTAIN COUNTRIES in Northern Europe seem to have a knack of taking cycling to a level that others can seemingly only dream of, from Germany’s dizzying high bike sales, to Holland’s overtly cyclecentric culture. Denmark is another territory where bikes are very much in fashion, exemplified by capital Copenhagen. “For foreign visitors, any Danish town or city would look like paradise,” explains Mikael Colville-Andersen – a Danish filmmaker and photographer, but better know to the cycle world as the man behind popular blogs Copenhagenize.com and Copenhagen Cycle Chic. “Bicycle infrastructure is widespread and well-established. We established the world's first national bicycle network in the early 1990s so you can get anywhere you need to go on the 10,000 km or so of bicycle routes. Our third largest city, Odense, has done the most regarding traffic calming and further development of its bicycle infrastructure.
“Our second city of Aarhus is lagging behind. They only have about 25 per cent trips by bicycle.” Only? A quarter of all trips made by bike is the kind of statistic to make Boris turn an envious shade of green. But how has Denmark cultivated this enviably pro-bicycle culture? According to Colville-Andersen it’s something the country has worked hard at, and for a number of years. “The main aspect is that Copenhagen, in the 1970s and 1980s, returned to urban planning that revolved around the bicycle after a dark period of two decades or so of catering for the car. When you think bicycle first and car second you are automatically handed the freedom to expand your bicycle traffic and get more Citizen Cyclists onto bicycles.” Normalisation of cycling, that Holy Grail for bicycle advocates, has been key to the Danish success story. “The bicycle has skipped a generation in many countries but in Denmark it only
skipped a couple of decades before we started to take it seriously again. In that lost generation the bicycle was only really promoted as a sport or recreational activity, which has left hundreds of millions of people thinking that the only way to ride a bicycle is to join a subcultural group and invest in a whole lot of gear. We have a proud tradition of racing in Denmark, but we've never had to struggle with sub-cultures dominating the 'brand' - and often jealously protecting it from outsiders.” IN TRADING TERMS It’s no great surprise that anyone operating in the Danish cycle industry will benefit from that all-round popularity of cycling. “The advantages would definitely be that everyone is into bike riding in some way or another,” puts Simple Bike Company’s Niels Thanild. “You will see bike shops everywhere in Copenhagen, and they are all super-busy, so it's great!”
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TERRITORY REPORT | DENMARK
Amalienborg Palace, Copenhagen
The Danish trade association for bicycle dealers estimates that IBD share of the market is in the region of 63 per cent.
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>>
The independent sector is thriving too. Danske Cykelhandlere, the Danish trade association for bicycle dealers estimates IBD share of the market is in the region of 63 per cent, and has remained fairly constant over the past three years. “I run three different aspects of business here, Simple Bike Co, Sunshine Distribution and Bmxbutikken.dk,” Niels Thanild explains. “Simple is a high-end BMX frame and component company, Sunshine is a distribution company with the main focus on BMX, although we have stepped up a notch and taken on Niner mountainbikes, Capix helmets and Charge Bikes as well. Bmxbutikken.dk is a mailorder shop.” Thanild is positive about the advantages of operating in the Danish market: “Denmark is known as the bicycle capital of the world, or so I have been told, and that means that there are loads and loads of bikes here.
Copenhagen is great when it comes to bikes. There are bike lanes everywhere, with traffic lights especially for bikes. We have a public bike system where you can borrow a bike for a deposit of a little less than two GBP and ride it around the city. The majority of the people in Copenhagen rides bikes on a regular basis. “ Thanild’s Simple brand, distributed here in the UK by Mint, also takes inspiration from Scandinavia’s minimalist design ethos in its BMX bikes. “There is obviously a large market for bikes here, although BMX represents a very small corner of that. The companies that I have set up here are all focused on quality and high-end stuff, so locally we just take on a small corner of the market. But BMX is growing, though when you look at our neighbours like Germany or perhaps France or the UK, we are really small. I think Berlin would have more riders than Sweden.”
LOOKING AHEAD Burgeoning markets and bikes in general have much to look forward to in the territory, according to Thanild: “There are a lot of things going on with bikes in Copenhagen, many different projects to help promote riding a bike. We have the Worlds in road racing here, a part of the UCI BMX race, the Bicycle Film Festival, and loads of smaller events. “For the BMX side of things, we have just taken over a large warehouse in the old Carlsberg brewery in Copenhagen, and are setting up ramps there. And in December they plan to finish this massive cement park as well. So there are loads of new openings for places to ride and the sport to grow.” With facilities and events backing bikes, the challenge for the Danish market is, as ever, to build on its success and enhance its framework. Over to ColvilleAndersen: “Infrastructure-wise, the city's bicycle planners say that we are near
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TERRITORY REPORT | DENMARK
Denmark Essentials:
completion. There are very few streets left that don't have cycle tracks running parallel. Now the biggest challenge is encouraging more people to ride. We will have to widen our cycle tracks to accommodate more bicycle traffic and the growing popularity of cargo bikes is also a reason to increase the average width. We need to tackle getting people to cut down on short trips, too.” Despite a very mild dip in bike unit sales (see box-out) Denmark remains a model of how to boost bicycling levels – and its accompanying bicycle industry – through a relentless commitment to infrastructure and – perhaps most important of all – normalising cycling for its population.
Capital: Copenhagen Population: 5,557,709 (estimate) Area: 16,640 sq miles The pundits: Mikael Colville-Andersen Niels Thanild, Simple Bike Co and Sunshine Distribution Danske Cykelhandlere
Statistically Speaking IN 2009 THE Danish bicycle market shifted an estimated 520, 489 units, down slightly from a boom in 2008 of 543,533 and 2007 of 554,300. Overall though, the unit total is far up on the 452k and 484k in 2002 and 2003 respectively, proving bike sales are generally enjoying a positive trend. Import figures are slightly more complex. According to Danske Cykelhandlere, the Danish trade association for bicycle dealers, import figures from the Danish Statistical Bureau were incorrect and have been altered by the trade accordingly. The revised figures put imports at 475,000 for 2009, down from 490,000 in ’08 and the same figure in ’08. Bike production has slipped far more significantly, however. In 2009 65,155 were built – down from 83,103 in 2008 and 106,573 in 2007. Understandably, exports have also dropped – to 19,666 in 2009 from 29,570 in ’08 and 42,273 in ’07.
Get ahead in cycling THE HELMET debate – whether they should be made compulsory for cyclists or not – is a controversial one in virtually every territory, including Denmark. A recent move from the authorities to boost safety has ignited the debate in the country as Mikael Colville-Andersen explains: “The major hurdle at the moment is the Danish Road Safety Council's helmet promotion. Since they began promoting helmets, cycling levels have dropped. “The City of Copenhagen states that cycling levels have 'stagnated' but I can see that over 10,000 fewer cyclists have been counted entering the city centre since helmet promotion began - which replicates the negative experience seen in other regions that have promoted cycling. Amazingly, the Danish Cyclists Federation - an aging NGO with a dwindling membership supports the Road Safety Council...to the head-shaking amazement of cyclist groups across Europe. “Beating this negative tendency and making cycling a positive brand again is a major factor. It's also a large part of what I do.”
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“Bicycle infrastructure is widespread and well-established in Denmark.” Mikael Colville-Andersen, Cycling blogger
There are very few streets in Copenhagen that don’t have cycle lanes
CATEGORY BALANCE City bikes (with internal gearhubs) have reigned supreme as the biggest bike sector in Denmark for the past three years, making up 35 per cent of sales in the territory. Closely following is the classic Dutch bike style of bike, taking a significant 25 per cent of the market. Mountain bike share has grown slightly, from nine per cent in 2007 to eleven per cent in 2009. Racing bikes have a 10 per cent share, trekking bikes have seven per cent and children’s bikes have a nine per cent share. The e-bike share is growing, albeit modestly. Back in 2007 e-bikes claimed 0.5 per cent of the market and in 2009 that grew to two per cent. Figures reproduced with the kind permission of Danske Cykelhandlere.
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BRAND SPOTLIGHT | SOLO
Born of
frustration
Can you give us the background behind the brand? Solo was born from dissatisfaction with contemporary cycle clothing styles. While I had a deep respect and admiration for modern pro-cyclists, I didn’t admire the ‘moving billboard’ look of modern team kit. What I really loved was the clothing worn by pro-riders in the ‘50s to ‘70s. These were simple and powerful designs, demonstrating that less is more. After a fruitless search for something desirable I decided to combine 25 years experience in design with my love of cycling and create a cycle clothing range inspired by the great riders, grand tours and cycling culture of that golden era. The clothing had to be functional, well constructed and more importantly, it had to make you feel great. Tell us where the inspiration for the latest designs has come from: We’ve just released two new jerseys in the Classique range – each dedicated to different cycling nations. The latest jerseys are the Banque de Liberté jersey (Switzerland) and Halcón (Colombia). We try not to focus purely on the jersey designs of the era, but look at the design from the period as a whole. Because we’re inventing a sponsor or brand from scratch, we want to make sure it looks authentic. We research company logos, typefaces, industrial design and advertising. While we use a computer to put the design together, we don’t design anything that wasn’t possible without a computer. The final design is nearly always simpler than the early concept. It takes self-discipline to stop adding things. Is there any technology woven into your fabrics?
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“Solo was born of dissatisfaction with contemporary cycle clothing styles, and admiration for the clothing worn by proriders in the 1950s and 1970s.”
Is the retro look back in fashion? New Zealandbased Solo certainly thinks so and its ever-growing list of international distributors agree. Mark Sutton talks to Paul Mason, founder of the brand about why cyclists are fed up of modern kit…
Most of our man-made fabrics incorporate various technical treatments to aid performance – whether it’s to improve wicking ability or an antibacterial treatment. The Mapp Tech Merino Wool we use for our équipe jerseys is special stuff, combining a technical outer with a Merino Wool inner. We also have some unique materials such as the Possum fur and Merino blend we use for beanies. Where do you source your materials? Our clothing is manufactured in various countries. All of our Merino Wool comes from New Zealand, while other fabrics come from several countries – Taiwan, China and Italy. When did you partner Paligap and why did you choose the firm? We started talking to Paligap earlier this year and they’re great guys to deal with. As with other countries, we started by researching the local market for distributors who focused on a select number of brands. Paligap soon became an obvious choice to talk to. They had a complete understanding of our ethos, could easily see where we could fit into and further develop in the UK market. Professional and easy to work with, the synergy was instantly there. How many countries is Solo sold in and are you seeking distributors abroad? We currently have distributors in ten countries and sell direct to selected retailers in a couple of other countries. Our preference is to appoint a distributor for each country rather than handle sales ourselves. We’re quite isolated here in New Zealand so it’s not easy to visit our retailers. It’s important to us that we have distributors that not only understand the
brand and are able to communicate it, but also have an in-depth knowledge of their local market. We’ve sold our clothing to cyclists in over 50 countries on our site, so we know there’s a big demand. What products do you currently offer? Jerseys are the core product – short sleeve Classique jerseys and long sleeve Merino Wool Equipe jerseys. The range also includes gilets, bib shorts, arm and knee warmers, socks, caps, musettes and beanies. Will you expand the line in future? There are several new products in the sampling stage. The testing and evaluation stages of the production process are very important to us. Rather than churning out new products every few months, we prefer to take our time and get it right. You’ve begun to work with high-value fabrics like Merino – is there much business to be done in this area? Merino Wool, particularly from New Zealand, has established quite a reputation. Solo équipe jerseys, arm and knee warmers, beanies and socks all use New Zealand-exclusive blend. We believe there is an opportunity to develop further products incorporating it, but it is expensive and with huge worldwide demand is becoming more difficult to produce competitively priced garments. Will the business remain road focused, or branch into heavier duty garments? At this stage we have no plans to produce MTB gear, or similar. We launched the Derny range of clothing in April this year. We describe Derny as urban cycle wear. Basically, it’s a range of cycle clothing that is ideal for shortish urban commutes, but looks fantastic in the office or bar.
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WORKSHOP FOCUS | BIKEWORKS
Cycle into work The bicycle business isn’t just about turning a profit – the trade also gets involved in philanthropic endeavours, including getting disadvantaged people into work. Barnaby Tasker, training and employment coordinator at Bikeworks, explains all to Jonathon Harker... How did the programme begin? Bikeworks is an award-winning social enterprise that uses cycling and bikes as a tool to achieve social, environmental and economic change at a local community level. We operate as a business but reinvest all our profits into our community cycling programmes. Since opening our first ‘community cycling hub’ in London in 2008, Bikeworks has developed a number of key programmes. One of which we are most proud is ‘cycle into work’, a training programme to support disadvantaged people into work in the cycle industry. We have found that cycling is good at engaging people who have been homeless and enabling them to develop their skills to a level where they are job-ready. This offers individuals the chance to turn their lives around. The significant growth in cycling across London has also left the industry short of skilled labour so as well as helping individuals we are supporting the industry with its labour needs. Who is eligible to take part? Bikeworks community cycling hubs are open to everyone. We like to think of it as a one-stop-shop for all your cycling needs with a particular emphasis on engaging people who wouldn’t normally try cycling. Whether you want to learn how to cycle, fix your bike, join a group ride, get a repair, hire a bike, volunteer with one of our programmes, buy a recycled or new bike it’s all available at Bikeworks. In addition to this we run a number of key activities including disability cycling, cycling for health, cycle into work, bike reuse/recycling and youth projects. The ‘cycle into work’ programme targets individuals who have experienced homelessness in particular, though we are now also beginning to work with other groups such as young people who are out of training/employment and potentially also with ex-offenders shortly. What does the training involve? The cycle into work programme is more than just training. It is pioneering in its approach to getting homeless and longterm unemployed people onto bikes and into work. We have taken something very simple (the bike) and used it to help people with very complicated and chaotic lives. The programme has been put
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together to ensure the right mix of flexibility and structure so that as many people as possible can complete the training while they tackle other issues affecting their lives. Participants on Cycle into Work first complete a ‘Build a Bike’ course at a hostel or day centre. This is a short course used to engage people with bikes, get them cycling, and teach them the skills necessary to maintain their own bike. Participants ‘earn a bike’, gaining a cheap method of transport to get to appointments and interviews. Graduates who have demonstrated an aptitude for mechanics and a passion for bicycles can then make an application to join the full three month Cycle into Work programme. Trainees study bicycle mechanics to a professional level (City and Guilds level 2) whilst also gaining vital industry work experience at Bikeworks and also have the opportunity to train as Bikeability cycle instructors. After graduating if they’re not quite ready for full employment some trainees continue to volunteer at Bikeworks, either in our recycling centre, our busy workshop.
“Cycling is good at engaging homeless people and enabling them to develop skills to become job ready.”
What firms support the initiative? We are really grateful to Madison for supporting us to equip our training centre with state-of-the art park tools and brands such as DT Swiss and Shimano. We are working in partnership with Serco, ants Transport for London and the ork particip Cycle into W a ild bu w to Barclays Cycle Hire scheme for first learn ho se cour whom many or our graduates bike on the now work. We also work with Evans and a wide number of other retailers in the London area. We are looking to further expand the programme to work with more people and we’re keen to develop more industry partnerships to do this. How many people has Bikeworks trained? Over 230 people have completed ‘Build a Bike’ courses at community centres across London, giving them access to new skills and the benefits of cycling. From here, 60 people have progressed onto Cycle into Work, 47 of whom graduated successfully.
Of these graduates, 39 are qualified City and Guilds mechanics and 35 are accredited cycle instructors. And do you know if many end up in the bike trade after that? Cycle into work has proven very successful at achieving employment outcomes despite its relative infancy. Of the 47 graduates, 26 are in paid employment (19 full time and seven part time), almost all of whom are working in the cycling industry. We even have one graduate who has set up his own cycling social enterprise, which is fantastic. What are the ambitions for the project in 2011 and beyond? Bikeworks is very proud of the cycle into work programme. We are currently putting about 50 people a year through cycle into work but could easily double this in 2011 if we can secure the required resources. We are exploring other ways to finance the programme and with our new second cycling hub recently opened in west London we have both greater geographical reach and more facilities available. Bikeworks won an award for London’s best social enterprise 2010 at the London business awards and has plans to open up several new ‘community cycling hubs’ across London in the next few years. We believe that doing business differently through social enterprise is the way to do business in the Twenty-First Century and we now aim to show that we can do this to a greater scale. Contact details: www.bikeworks.org.uk
BIKEBIZ JANUARY 45
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MERCEDES ROSS | DEALER TIPS
Does your merchandising work? With clothing a key profit driver for cycle dealers, presenting apparel well in-store to boost sales is a no brainer. Ahead of her seminars at Madison’s iceBike*event, merchandising guru Mercedes Ross reveals some essential tips... BIKEBIZ.COM
AT THE END of 2010 BikeBiz’s retail survey emphasised how important the clothing sector is to dealers’ finances, with some sixty per cent of the participants revealing that their annual takings for cycle clothing and accessories exceeded £25,000.
So with clothing sections bursting with potential in stores up and down the land, it makes sense to look at how to make the most of that area – that was the reasoning behind Madison’s decision to book Mercedes Ross to host seminars at iceBike* in February.
>>
BIKEBIZ JANUARY 47
MERCEDES ROSS | DEALER TIPS
How to succeed “Know your customer, and match your apparel offering to their needs: start by looking at the bikes you are already selling Create sections: identify an area with signage, and commit to the section. Include other relevant products, which means that shoes should be on display in more than one place Men buy brands, women buy colour, so give women a ‘colour story’ of related and colour coordinated products Product placement: make sure that you build a focal point into all of your layouts to help customers find what they want quickly Act on closeouts: make sure that you act quickly and effectively to clear out end of line products before the season is over. Don’t tie up your money in stock through the offseason months.”
According to merchandising guru Mercedes Ross, the way you present your stock can make a huge difference to your sales – and she’ll be telling all during her seminar at Madison’s upcoming IceBike* event
>>
Ross runs a company called Merchandising Werx!, focusing on merchandising and product placement for shops and runs a motorcycle retail business in the US, where she has firsthand knowledge of the issues that independent retailers face. Merchandising Werx! has been involved in designing stores from scratch, or remodelling existing stores; the company has also collaborated with many suppliers to design displays, fixtures, and packaging. Her clients include Pearl Izumi in America, where she is responsible for making sure that they have great displays at trade shows, and making sure that this premium brand is presented in an appropriate way. Ross also works with American dealers to advise them on how to improve profitability with some simple changes to their store. TOP TIPS Ross talks BikeBiz through the typical process that she would go through when advising a dealer: “You have to look at store design and traffic flow to determine the best locations for each category and the overall store layout. For each department look at where products are placed, as this can be one of the cheapest, but most effective way to improve sales. In the case of apparel pay special attention to the fixtures and fitting required: little changes here don’t have to be expensive, but can make a big difference.” Ross adds: “You should also look at the type of customer in the store, and make sure that the products match their requirements. There is normally some staff
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The Apparel Opportunity
training required to ensure that the good practices continue, so that the disciplines do not fall away.” Merchandising is all about product placement, so Ross’ talks centre on (relatively) cheap placement of products, as much as about (relatively) expensive fixtures and fittings. The same principles of product placement can apply to many aspects of dealers’ stores, with plenty of ideas that can be put into action to see a rise in sales. At iceBike*, Mercedes’ seminar – tailored for the British audience – will focus on those basic disciplines that will increase sales in an apparel department. At the show there will also be the opportunity to book one-on-one time with Ross for further discussions. So that Ross can make direct and relevant suggestions, dealers looking for advice can bring along plans and photographs – including those of their clothing displays from different angles along to the sessions.
“With apparel, pay special attention to the fixtures and fittings required: little changes here don’t have to be expensive, but can make a big difference.” Mercedes Ross
Mercedes Ross claims that apparel has the greatest growth opportunity of any category in a cycle store. She says that cycling has traditionally been a bit of a ‘gears and rubber’ sport, but there is a new breed of customer now – and many of them are women. The opportunity is not just to sell them a bike, but also to help them enjoy using it – and part of that is making them look the part and feel comfortable when out and about cycling. This customer has an expectation of a high quality retail environment, and wants to touch and try on clothing: just look at what the High Street clothes stores offer to see what your customers are used to. The Outdoor and Ski industries have accepted this, so that apparel and footwear typically makes up 40 per cent of their sales value. In contrast, however, figures from the National Bicycle Dealers Association of America show that the largest stores in the US achieve 11 per cent, and the smallest only seven per cent.
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INTERVIEW | ZEFAL
Ride the
wind Taking its name from Zephyrus, the god of wind, and still going strong after more than a century of trading, Zefal provides a golden example of how to survive the ups and downs of the industry. Zefal’s Aurelian Brunet and Zyro’s Neil Mountain speak to Jonathon Harker...
Back in the '50s, Zefal worked exclusively in black and white
“We faced stronger competition from the Far East and lost some market share, but we responded by focusing on our core businesses and continued to grow.” Aurelian Brunet
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YOU DON’T have to be a fresh-faced company with only a few years on the clock to be able to refashion yourself to a changing market. Zéfal, 130 years young, is proof that adaptability is not just the preserve of new kids on the block. Over the last decade, the French-based manufacturer faced increasing competition from the Far East, and faced losing a slice of the market. The arrival of a new management team decided the time was right for Zéfal to makes some key changes. “We faced stronger competition from ‘off the shelf’ products coming from the Far East and lost some market share, but we have grown by focusing on our core,” explains Aurelian Brunet, Zéfal’s sales and marketing director. “When Matthieu [Brunet, brother of Aurelian] and I took over management three years ago, we reviewed our strategy and decided to focus on our core businesses: pumps, bottles and cages, mudguards and others accessories on the mid to high-end levels, while historically we have been offering entry to high-level products. Our goal is to keep on offering
reliable and innovative bike accessories at the right price point.” KEEP IT IN THE FAMILY The management duo have a lineage that runs all the way back to Zéfal’s early days. Back in 1880 Zéfal was two companies – Poutrait (inventor of the famous Eugene Christophe toe-clip) and Morin (pump manufacturer and inventor of the Presta valve). They merged in 1935 and, naturally, became Pourtait-Morin. The firm saw a post-war boom in international sales, while in the ‘70s 75 per cent of production was exported and by the next decade Poutrait-Morin changed name to the decidedly more snappy Zéfal, after its most popular brand. Brunet continues: “Today most of the shares – as the management – are still held by my family, the descendants of Mr Morin. My brother Matthieu and I took over the management in 2007. While Matthieu is in charge of operations and production, I manage the sales and marketing, but we are both involved in product development. Loic Ravily is in charge of some key export markets,
including the UK and Ireland. He is assisting Zyro in the development of our business in the UK and is mindful of the particular needs of the market.” FRENCH CONNECTION Zéfal’s products are all designed in France, with over 75 per cent of product made in the country. “Innovation has always been our main focus. A lot of features that you can find today on all pumps were invented by our staff and today we are still looking for new features to improve for instance ease of drinking or efficiency of pumping.” Innovating and moving with the market has paid off for Zéfal over the years, seeing it make considerable gains in specific sectors: “In the early ‘80s we were very strong in the US market and very aware of the new mountain bike trend. We reacted quickly and designed the first mini pump, the mini double shot. We have reasons to believe that is the best selling mini pump ever.” And has the firm seen any more recent trends that it is planning to respond to with new ranges? “We are
>>
BIKEBIZ JANUARY 51
INTERVIEW | ZEFAL
>> Zefal’s latest includes the glueless patch kit and Z-Cross; Loic Revily and Aurelian Brunet (right)
“In order to reposition the brand we felt we needed more marketing, it’s crucial to re-establish it.” Aurelian Brunet
following the commuter market closely and that’s why we launched the patented keyless locking systems for wheels and saddles two years ago. The growth in the commuting sector has also led to dramatic sales increase in the range of mirrors. We have others ideas to respond to this growing demand, but you will understand it’s a bit too early to talk about them.” Revenues are encouraging for the firm, and in the UK in particular, as Brunet
explains: “Sales are increasing at around eight per cent globally, while Zyro has grown 45 per cent year-on-year since they took over sole distribution. The new mini pumps range has been very well received and the Air Profil Micro is already a best seller, likewise the Pulse bottle cage. Our sales in bottles have grown more than ten per cent and I believe we are taking back some market share, despite new competitors coming into the market.” In the short term, Zéfal is looking to cement its gains and ramp up its presence in the UK, according to Brunet: “In order to reposition the brand we felt we needed more marketing. In 2011 you will find Zéfal advertisements in the UK consumer press, which is crucial to re-establishing the Zéfal brand.” He concludes: “Over the last year, our main focus has been to work on our core businesses. “We are already seeing successful results especially in mini pumps following our more focused development. We have no intention to move into another direction if it makes us loose that focus. Having said that, we are always aware if any opportunity arises…”
QUICK-FIRE QUESTIONS: How many patents has the company registered? Every year, we apply for five to ten. How many staff does the company employ, approximately? Around 120 people are working in France for Zéfal. How many pumps does the firm produce annually? We make around two million pumps a year. How many countries is Zefal represented in? Zéfal is represented in more than 60 countries with all these markets showing substantial growth. How many products are there in the entire range? There are around 125 products in total.
Talking Product Zyro brand manager Neil Mountain takes BikeBiz through some of the key 2011 products from Zefal... MINI PUMPS: “This range has been further strengthened by the introduction of the Viteo, Air Profil Micro and Z-Cross pumps. They draw upon Zéfal’s expertise in producing inflation products, but are enhanced with a modern design feel.” NEW Z-SEALANT: “This is a puncture prevention sealant which has been designed for either tube or tubeless tyres. It has been designed to be effective at sealing small punctures (up to 3mm) in a inner tube whilst also containing a concentration of rust and corrosion inhibitors that enable the sealant to work with Tubeless tyres too.” PUNCTURE REPAIR: “This category has been further enhanced with the introduction of glueless patches for 2011. These are an
absolute must for all cyclists and provide a simple and quick solution for those emergency situations on the road or trail. The kit contains six glueless patches and a stainless steel tube scuffer.” PERSONALISED BOTTLES: “Zyro rolled out a programme in 2010 offering retailers the chance to order water bottles personalised with their shop or event details. It’s been a huge success, especially considering the minimum commitment is only 250 bottles. The turnaround is much quicker than our Asian-counterparts due to Zéfal’s proximity to the UK and regular shipments. Enhanced pricing is available also for those retailers who want larger quantities.” OTHER 2011 HIGHLIGHTS: “There is a new lightweight Carbon
Bottle Cage which is only 30g in weight and a lightweight Fibre Glass Bottle Cage following the same design theme as the carbon cage – weighing only 40g. Zéfal also has new Z-light saddle bags. The small size is designed to provide enough space for a tube, two tyre levers and a multi-tool.” “Zéfal is successful right throughout the world because of the comprehensive range of well priced products, with very rewarding margins for retailers. “For 2011 there is going to be a range of stocking-in packages and to help maximise sales Zéfal has revamped its packaging, creating a much stronger and more noticeable identity. There will also be in-store header boards to create a shop-in-shop experience.” Neil Mountain, Zyro
52 BIKEBIZ JANUARY
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54 BIKEBIZ JANUARY
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BIKE HUB | BIKE IT CASE STUDY
Cycle trade gets Surrey’s children cycling An increasingly obese nation should be all the reason the Government needs to back cycling, but Sustrans tells Jonathon Harker how it – and the bike industry – is taking a lead on the problem locally, and getting kids onto bicycles to boot... HOW’S THIS for an eye-watering statistic? Just one in ten children get their recommended daily amount of exercise. For a trade that is based on selling stuff to active customers, it makes for uncomfortable reading. But take heart – school kids in Surrey are bucking the trend. Why? Well it’s all down to you, and some forward-thinking organisations. Confused? Then read on. Thirty two per cent of children at schools in the area that work with Sustrans now regularly cycle to school – that’s 16 times higher than the national average. And it’s due in no small measure to the work of Sustrans’ Bike It officer Gayle Rowson. Rowson works with around 9,000 children across 18 schools to give kids the skills, confidence and encouragement to cycle to school. That activity ranges from national standard Bikeability training to ad hoc events like ‘bling your bike’. UPHILL CHALLENGE In the Surrey area, Bike It’s achievements have been doubly impressive – the county has some of the highest levels of primary school children being driven to school in the UK, at 14 per cent above the national average. “The cycle bug has really spread since I began working with these schools,” explains Rowson. “The teachers, children
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and parents at the schools I work with are really dedicated to creating a lasting procycling culture.” Last March fifteen schools in Surrey took part in Sustrans’ national ‘Virtual bike Race’, with the borough’s schools logging 15,500 cycle trips to school in just 20 days. The county’s own Walton on the Hill Primary won the national competition, beating 400 others. Surrey’s Epsom Downs Primary School became the first school in the country to receive a silver School Mark Award from Sustrans, while eleven schools have now been awarded the bronze award, with many schools working hard to achieve silver. Rowson’s remit also includes working with ‘supported’ schools – to whom she gives slightly less intensive help. Those schools ran several well-attended events this year, including a picnic ride for 50 to Epsom racecourse and a sponsored day event where 150 children raised money for a cycle storage cover. A secondary school new to Bike It hosted two primaries for the area’s first cycling transition event; a fun way to get pupils ready for their move to secondary school. As Rowson says, the key is to having a lasting effect on the number of children cycling. Banstead’s Warren Mead Juniors is one school that has seen cycle numbers rise and now has long-lasting bike facilities as a result. Teaching assistant
Roz Cook-Abbott explains: “Over 50 children now cycle to school on a regular basis and we’ve had to get new cycle storage fitted. “The children are very proud of themselves when they first cycle to school and soon come to realise that they can have fun whilst travelling to school, as well as being environmentally friendly.”
Bike It’s sustained efforts to encourage the next generation into the saddle – and out of the car – have made a tangible difference to cyclist numbers in the local Surrey area. And funding from the cycle industry – via the Bike Hub levy – has been channelled into Bike It activities not just in the South East, but also up and down the country.
Bike It officer profile Gayle Rowson joined Sustrans in May 2007 and works with 9,000 children across 19 schools in her Bike It role. “In my experience, very little is as rewarding as working with children. Being a Sustrans Bike It officer is a great way to share my passion for the outdoors with children and show them how much fun biking can be, whilst promoting sport, a healthy lifestyle, and sustainable transport. “No job could be more in line with my own values. Being able to cycle is a great skill to have: it encourages children to be independent, resourceful
and explorers. Before joining Sustrans I worked in schools teaching PE and tutoring children with special needs and behavioural problems, and coached sport for council-run holiday schemes. I have worked three ski seasons and travelled in Canada, New Zealand, South East Asia and America. “Mountain biking is my latest passion – I'm always looking for new challenges and am often found riding into the unknown.”
Find out more about how local bike shops are supporting Bikeit in Surrey at: http://www.youtube.com/watch?v=ni65A06fHW0
BIKEBIZ JANUARY 55
PEOPLE | RECRUITMENT Send your recruitment news to
mark.sutton@intentmedia.co.uk
Eccleston becomes tech expert for Editor in chief of
‘Projects’ joins Powabyke Neil Batt leaves Fisher Outdoor for freelance work
ETRA ETRA commercial director EDDIE ECCLESTON has been appointed technical expert for bicycles within Normapme, the organisation representing SMEs in the European standardisation system. Normapme is an international non-profit association created with the support of the European Commission. Eccleston has been appointed expert in TC 333, the technical committee (TC) for bicycle including electric bicycles. ISON PAT CAMPBELL Jenner has been appointed by Ison to handle the brand management of MRP and White Brothers products in the UK. Marketing manager Matt Andrews told BikeBiz: "Pat has proven that he has very good technical knowledge of the products and as an Elite level World Cup racer has extensive experience in actually using the products at the highest level."
56 BIKEBIZ JANUARY
Jenner can now be contacted on patcj@ison-distribution.com.
Jenny Copnall
CYCLEVOX To co-incide with Cyclevox's appointment by Seven Cycles to build its UK presence, former British mountain bike champion JENNY COPNALL has joined the team. Having retired from competitive cycling in 2010, Copnall is now forging a career in coaching and media work, and this new partnership will see her working closely on the Seven Cycles account from a media and press communications perspective. Matt Ward of Cyclevox said: "With Jenny also joining the team we feel that this will add extra credibility and expertise to those communications. Her racing successes and experiences speak for themselves, but we are also fortunate in that Jenny possesses the qualities of a former great MTB rider and the ability to communicate across a
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PEOPLE | RECRUITMENT
Warehouse Manager Role Due to the continued expansion of our business we require a highly organised individual with warehouse management experience looking to join a successful, forward looking Company. As Warehouse Manager, you will be responsible for the overall operation of the warehouse. This will incorporate distribution, goods-in, stock control and limited IT work, as well as managing the team.
Normapme form of transport, yet is it was also simply amazing fun. Electric bikes have experienced phenomenal growth and public support in the last decade, fuelled by commuters who want another option to cars and public transport and I’m very excited about the role I have been given and to be part of an innovative industry.”
Richard Forsyth variety of platforms. She has good contact with the UK media and press and still has her ear to the ground on the UK race scene." POWABYKE UK based electric bike manufacturer Powabyke recently appointed RICHARD FORSYTH, the former editor-in-chief of Projects, the European innovation magazine, to head up publicity and promotional activities for the company as marketing manager at its headquarters in Bath. The appointment has been set-up to forge media ties and drive press coverage for the new products and initiatives. Forsyth said: “I started on the morning of my first day by riding the new X24 electric bike around the city. It's a really practical
Neil Batt BIKEBIZ.COM
ROYAL RACING TAVISH CAPEWELL has been recruited to Royal Racing’s inhouse design team. A graduate in Industrial Design, Capewell has led the field in both technical kit and apparel design in mountain biking, having worked on some extremely high profile projects including the Sombrio ranges in 2007 and 2008. For the last three years Capewell has worked for Fox in British Columbia developing both its summer and winter mountain bike ranges.
Specifically, your focus will be on developing the company’s stock control programme, maintaining a stable warehouse team, and monitoring activity and performance.
Your duties will include: I leading continuous improvement initiatives I managing work schedules for warehouse pick/packers I optimising the positioning of stock to ensure pick/pack efficiency I have a valid fork lift truck certificate To be considered for this position, you must have proven warehouse management experience. You will also need to demonstrate strong leadership skills coupled with a proactive approach. Experience of Microsoft Dynamics Software is an advantage but not essential. If you thrive in a fast paced environment, can motivate and lead others and have a real hunger to be successful, apply now. To apply for the role of Warehouse Manager, please simply send your CV and a covering letter to lee.halling@chickencyclekit.co.uk at Chicken Cycle-Kit. Salary dependent on experience.
NEIL BATT SINCE departing his fulltime marketing executive role with Fisher Outdoor Leisure in August, where he enjoyed responsibly for PR and communications for Sram Road, Look, Santini and Tacx, NEIL BATT has been working on a number of freelance projects. “Going freelance has enabled me to engage with an increasingly diverse and interesting client base,” Batt explained. “Whether assisting with the design and delivery of point of sale solutions for Rotor in the UK, or organising and marketing a cycling event for the University of Northampton's Sunley Management Centre, no two projects are the same, and and I hugely enjoy applying my expertise to the challenges that every project presents.” Batt is now contactable and for hire on batty@riph-raph.com. His latest project is leading the marketing push for British designed Spin titanium frames and components as the brand is rolled-out to a national audience of IBDs and consumers. COMMENCAL Commencal’s international sales assistant DAVID PERGANT has left the firm. “Commencal has been a great experience for me both personally and professionally, and I want to thank Max for giving me a chance to work with him and the rest of the Commencal crew,” said Pergant. “I’ll be leaving Greg, Stephane and Dinh to take care of our customers, so if you need anything from them, just email export@commencal.com, they are here to serve.
BIKEBIZ JANUARY 57
RETAIL ONLY
The trade’s guide to sourcing stock, up-and-coming IBDs and the very latest products
RETAIL COMMENT
THANKS TO THE fight for space that happens as BikeBiz nears press date each month, I have in my possession a few yet-to-be-published stats, taken from our recent Retail Survey, on what the independent trade sees as the most direct threats to business going forwards. The Forum may have us believe that B&Q selling a few bikes over Christmas is a sign of tougher times to come and that now might be a good time to roll over and accept defeat – it’s not. Not unless you sell bicycle shaped objects, anyway. Sure, independent stores have stiffer competition with the increased presence of supermarkets and the rapid growth of chain stores, but of the 95 independents who shared their views with us at the close of 2010, 34.1 per cent stated their main competition concern came from online-only retailers. Compare that to just 2.2 per cent fearing local independent stores and Halfords, as well as a further minority of 4.4 per cent cautious over the presence of supermarkets and you begin to see how big a threat online giants present to retail. But why?
“Forrester Research has forecast that by 2014, 53 per cent of all retail sales will be influenced by the web in some form. Worrying, considering the independent’s top fear is online discounters...” For starters, Forrester Research has forecast that by 2014, 53 per cent of all retail sales will be influenced by the web. If you don’t sell online, now’s the time to catch up, you’d think. However, linking to our questions on competition, we asked the precise concerns of those on the front line, to which competition from grey imports, sometimes discounted close to trade cost on the web, was the number one reason for feelings of doom and gloom. It’s a problem that’s frequently causing suppliers to lose retail custom, yet a difficult one to police if a brand’s manufacturers don’t play ball. Though a quick search of the most-blamed culprits of ‘price shagging’ turned up surprisingly few obvious results, it seems for the independent store, online retail is only worthwhile if stock is coming from strictly controlled sources. The challenge for the independent here is not only to spot the current model year deals as soon as they appear, but also to ensure that suppliers are quick to investigate the source of the offending product as soon as it appears. Those who say “there’s nothing we can do” will without doubt quickly lose custom. Nearly half who responded to our survey also stated poor stock levels on key lines to be a significant challenge to business, especially during peak periods. Plenty to take into account before next year’s stock decisions then? Mark.Sutton@intentmedia.co.uk
IN THIS MONTH’S ISSUE NEW PRODUCTS
63
We’ve a diverse bunch of new products in focus this month. POS stands, electric bikes and more on page 63...
THE WORKSHOP
65
BikeBiz provides a run down of a handful of distributor’s tooling, cleaning and lubrication product.
LETTERS
72
With electric bikes very much in focus, one reader suggests Best Buy’s service will never match the specialist...
Electric Bikes
The Range.....
905eco, 905se Sport, 905se City S, 906xc Tourer Long or Medium ranges from £999.00 to £2,499.00
906 Alpino Long range 50 - 70 miles £1,899.00 Medium range 30 - 45 miles £1,699.00
705se Long range 50 - 70 miles £1,399.00 Medium range 30 - 45 miles £1,199.00
706 Alpino Long range 50 - 70 miles £1,799.00 Medium range 30 - 45 miles £1,599.00 With a service record unrivaled in the electric bicycle world, Wisper offer the finest and most complete range of high quality electric bikes in the UK. Next day delivery on both bicycles and parts with full technical on line and telephone backup. For further information on trade discounts and area availability please contact;
805fe Long range 30 - 45 miles £1,219.00 Medium range 20 - 30 miles £1,019.00
Douglas Lawson 01590 681553 douglas.lawson@wisperbikes.com www.WisperBikes.com
the ride of your life British Electric Bicycle Association Member
ACT | LONDON BIKE SHOW
DID YOU KNOW? The London Bike Show is a collaboration with two other shows: The London Boat Show and The Outdoors Show. All three shows will benefit from a shared audience – one that is driven by a sense of adventure. The combined audience of the London Bike Show, The Outdoors Show and the London Boat Show is expected to exceed 125,000 people.
Make sure your shop listings and any job vacancies are up to date before the show www.thecyclingexperts.co.uk
Leading consumers to IBDs The ACT is taking all IBDs to the London Bike Show as The Cycling Experts, with a variety of offerings designed to help educate consumers about the advantages of going independent...
“The Lounge will be promoting the diverse mix of services and products that the IBD can offer.”
BIKEBIZ.COM
THE LONDON Bike Show 2011 is one of the largest cycling consumer events in the UK. ACT has partnered with the show to create The Cycling Experts Lounge, the ‘Ride It Away’ café and the Cytech Technical Advice Area. All IBDs will be represented at the show in The Cycling Experts Lounge – where visitors will be able to discover a whole host of information about cycling in the UK and the benefits of shopping at their local specialist cycle retailer. The Lounge will be promoting the diverse mix of services and products IBDs can offer, the passionate people behind each door, the skills and knowledge the people that work there have and why they are the hub of their local cycling community. Whether visitors are hardcore cycling enthusiasts or new to the scene, they’ll be able to get plenty of useful tips on buying a bike, finding their local bike shop and discovering the variety of products and services that each shop has to offer.
Since the re-launch of The Cycling Experts website in October the independent’s shop search feature has gone from strength-to-strength, and it now feeds a range of other popular websites and iPhone apps delivering 250,000 visitors per month. It will be promoted throughout the show allowing visitors to find their local retailer, the brands they stock and services on offer. Visitors to the lounge will also be able to learn about the ever increasing number of consumer facing initiatives which make all 2,500 cycling expert retailers in the UK the place to call on. These include Cytech Accreditation, ACT membership, ride it away cycle finance and Fetch Recovery Centres. Visitors will also be able to find out which retailers offer Cycle to Work, Cycle Hire and Demo Bike facilities. The cafe, located between The Cycling Experts Lounge and the Skoda Bike Arena, is a place where attendees can relax whilst learning about the trade's fastest growing retail initiative. ‘ride it away’
cycle finance is now available at over 400 specialist retailers who will be located at the adjacent Cycling Experts Lounge. Throughout the show, technical advice will be provided by ACT’s partner ATG Training, who will be promoting Cytech Accreditation. A programme of demonstrations will be held on the main Bike Stage covering a range of bike maintenance skills from tube fitting to suspension tuning. Visitors will also have the chance to find out how to turn their passion into a cycling career by training as a Cytech mechanic. FREE TRADE ENTRY Take advantage of a free ticket on Thursday January 13th and come and see the ActSmart team, the super show and all the IBD promotion going on for yourself. Contact us for more information at info@actsmart.biz or 0845 618 7256 – we look forward to seeing you at London ExCeL from January 13th to the 16th.
BIKEBIZ JANUARY 61
PRODUCTS | NEW RELEASES
New gear
Featuring some of the latest brand products available to dealers, including offerings from Madison, Jim Walker, Powacycle, BM7 Displays and Saddleback...
Shimano Di2 Satellite shifter Madison 0208 385 3385
Infineum Continental 2011 Powacycle 01279 821243
3T Extendo Super Wide MTB Bars Jim Walker 01323 445155
SHIMANO has designed a shifter exclusively for the sprinter to work with its Di2 electronic gear system. The SW-7972 is designed for quick rear shifting while riding in the handlebar drops. A right hand shifter for downshifts and a left hand for upshifts feature in the package and the sprinter switches are able to be mounted anywhere on the bar. The electrics, to the relief of those tasked with fitting the system, are all plug and play and as such are compatible with the existing Dura-Ace Di2 Dual Control Levers ST-7970. SW-7972 will be available in the market from February 2011.
THE CONTINENTAL has originally been designed for distribution in Holland and is now moving into the UK. It builds on everything you would naturally expect from an Infineum Electric Bike and comes with all the brand’s unique features, including stackable batteries, easy servicing and stylish looks. The build carries a Shimano eight-speed hub and has an intelligent brushless motor in the front hub. A full re-charge will take five hours. The bike was originally designed for distribution in the Dutch market and is now gearing up for a UK launch, set to retail at £1,599, plus VAT.
THE 3T EXTENDO handlebar is an ultra-wide flat bar, measuring 740 mm (29-inches) in width, with a 12degree rearward sweep. The bar outer sections are 3mm eccentric to the central clamping section, so rotating them forwards or backwards in the stem produces a marked up or down-sweep at the ends. It’s aimed at rider who needs extra steering leverage to tackle extreme terrain. Three versions of the handlebar are on sale via Jim Walker. These are a £39.99 alloy, £89.99 Team Carbon and LTD Carbon model, which weighs in at 40 grams less than the Team edition.
Zappi Plectrum BM7 Displays 01252 627747
Lemond Revolution Trainer Saddleback 01454 299965
Inspired Bicycles complete bikes Direct 0845 643 5346
TAKING SPACE at the London Cycle Show, BM7 made the trade aware of its presence with a range of shop-floor bike and frame display systems. The stand systems are designed and manufactured in the UK, are robust and distinctive with simple features that allow for quick removal. The BM7 Plectrum is a custom designed quality wooden bike or wheel stand that will look good at home, or on the retail floor. The Plectrum is custom branded with logos, slogans or promotional messages. You can have team or club names or even the rider/bike owner’s name, making it an ideal gift for a cycling enthusiast partner.
THE REVOLUTION is a direct-drive, progressive resistance trainer that integrates with any bike’s drive train. It features High-Inertia Technology (HIT), designed with a large, weighted flywheel that mimics the inertia of a rolling bicycle. The Revolution spins freely when the pedals aren’t engaged, and delivers progressive wind resistance similar to real conditions. The Revolution fits all road bikes and works seamlessly with a mountain bike or winter-specific cross bike. Simply remove the back wheel, attach the rear dropouts to the spindle and go. No more tyre slippage and wear, front wheel blocks or unstable platforms.
FOR 2011 Inspired has increased its range from two complete bike spec options on one frame to four spec options across three frames – three 24 and one 26inch build. The firm has added an entry-level 24-inch bike, the Element. The basis for the Element is a revised version of the frame used by Danny MacAskill in his April 2009 video. It features various Truvativ and Avid products, as well as exclusively designed Inspired frame, forks, chain tensioner, rims and hubs. Moving up the range to the revised Fourplay Pro spec 24-inch bike, upgrades to Holzfeller for the Truvativ products can be seen throughout, as well as Avid Juicy brakes.
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BIKEBIZ JANUARY 63
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SECTOR GUIDE | CLEANING, LUBRICATION AND TOOLING
Is your workshop cleaning up? Not without the right tools for the job it won’t be. Mark Sutton asks a handful of suppliers what they can offer in the way of workshop, cleaning and lubrication equipment for use both in store and for sale on the shop floor…
Fisher Outdoors
2Pure PEDRO'S £679.99 Bench In A Box tool kit has everything needed to set up a complete, up-to-date workshop. Customers get most of Pedro's £899.99 Master Tool Kit, with the addition of some specialist tools like the Torque and Demi Torque Wrench. The kit doubles some key tools, so the mechanic can start servicing bikes right out of the box.
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The firm also offers a selection of bike washes, degreasers and cleaning kits. The two 475ml degreasers are based around citrus ingredients, refusing to use anything toxic to either the bike or the mechanic. The Oranj Peelz degreaser and professional strength Pro J degreaser sell at £11.99 and £14.99, respectively. Pedros offers a lifetime guarantee on all of its tools. 2Pure: 0844 811 2001
THE KAABOOM range of cleaners is equally at home in professional or home workshops and is distributed exclusively through Fisher Outdoors. The Fisher Outdoor house brand bike cleaner is 100 per cent acid free and biodegradeable. It is safe and effective on painted, plated, polished or clearcoated finishes. Each 1.1-litre bottle retails at £6.99, too, so affordable to all. It is also available in a super concentrated form, which dilutes with water to make five times the quantity of cleaner. This solution retails for £15.99. The brand also produces a dedicated disc brake cleaning. Utilising a rapid airdrying formula, the spray will leave no residue and is safe to use on all braking surfaces, pads, rubber, plastic, or painted surfaces. Each 250ml spray can has an retail price of £5.49. Fisher Outdoor exclusively distributes Cyclo Tools to the trade. Fisher Outdoors: 01727 798345
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SECTOR GUIDE | CLEANING, LUBRICATION AND TOOLING
>> Hope AS WITH all other Hope goods, the firm's cleaning fluid is blended and bottled inhouse. The Sh1t Shifter bike wash is bottled in three separate sizes, starting with a one litre, trigger dispenser bottle, followed by a longer term five litre supply, before topping out with an industrial 25litre container, best suited to trail centres and shops. The solution is, of course, environmentally friendly and biodegradable, contains no solvents, silicon, acids or CFCs. Hope's Neil Arnold explains to BikeBiz why Hope became involved in the market: â&#x20AC;&#x153;This cleaner was introduced in an attempt to help with the problems caused by other cleaners and washing solutions and the negative effect they were having on disc brake rotors and pads. Most washing products contain some sort of wax to give that shine at the end. All well and good on paintwork and rubbers and plastics, but not so good on your braking surfaces." Hope: 01282 851200
Hotlines X TOOLS is one of the increasing number of tool manufacturers offering a bit of everything in one easily transported carry case. Separated in two hard plastic, foam-coated halves, the box is pitched as a great value solution to the home mechanic, or the rider needing tools for race weekends. Inside, the workstation is loaded with tyre levers, a chain whip, a Shimano compatible external BB spanner, a pedal spanner and box wrench with 14/15mm socket ends, both flat and Philips screwdrivers, ball-ended allen keys, a Shimano style Hollow Tech tensioning tool, two double ended cone spanners for sizes 13 to 16mm, a
chainring bolt tool, a puncture repair kit, various spoke keys, a crank and cassette extraction tool, a chain breaker, a Torx L wrench and still, the list does go on. Everything you'll ever need trackside, then. Hotlines: 0131 319 1444
SKS Madison AS STOCKISTS of White Lightning (the lubrication and cleaning solutions, not the preferred budget tipple of 'the yoof') Madison can offer retailers plenty of product to see customers through harsh winters and dusty summers. The flagship product and longestfeatured in the line, 'Clean Ride' is a solution pitched as a 'self-cleaner'. Said to repel and shed dirt, the multiplepatent carrying formula has grown over the years to lay claim to being the market's best-seller in the USA. Clean Ride sets up as a dry wax film. There is no oily film to attract abrasive contaminants, so your chain and gears will perform better and could last two to three times longer, as a result. The selfcleaning works via small particles of the outer wax structure flaking off, taking the dirt, grime, or grit with it. Madison: 0208 385 3385
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THE STREAMLINED SKS Diago mini pump is one product that SKS touts as a big-seller for dealers. The use of high quality materials bestows the Diago a classy look. The handle lock ensures the pump fits securely in the frame mount. In terms of performance, the pump reaches 10bar/144psi, meaning it'll inflate any tyre on the market to the max. The figures aren't bad for this minimalist pump. ÂŁ24.99 is the retail price and 104 grams is the weight. What's more, retailers have the choice of Raleigh, Madison or Chicken Cyclekit as suppliers for the brand. SKS thoroughly covers the inflation and tools market, so if your workshop needs a new track pump, check out the RennKommpressor, complete with a 30mm steel barrel, gauge and folding anti-slip foot rests. Various distributors
>> BIKEBIZ JANUARY 67
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BIKEBIZ.COM
SECTOR GUIDE | CLEANING, LUBRICATION AND TOOLING
Upgrade US-FIRM Lezyne has come up with the mechanic's dream with the creation of the Port-a-Shop. The travel-light pouch contains a variety of tools for all the common jobs, as well as a few specialist items. Expect to find within an Allen key set, Torx key set, Phillips and flat head screwdrivers, chain breaker, spoke wrenches, tyre levers, 15mm wrench, bottle opener and patch kits.
At £84.99, the tool kit comes tucked within a heavy-duty fabric bag with an adjustable shoulder strap. The bag has plenty of extra space too, meaning the travelling mechanic can take his or her sandwiches and a whole lot more on travels. Lezyne has also ventured into precision, bicycle-specific torque wrenches for the professional mechanic. The New Pro torque wrench has it’s own tough case and is anodised with a Red finish. Upgrade: 01403 711 611
Weldtite WELDTITE has a number of key new items for 2011, with the silicone bike polish being the attention-grabber. Available now, the new polish comes in a 500ml can and offers dealers a very strong margin on each sale. Packs of 12 are available via Weldtite. The firm has also packaged two new bike care kits – one with wet lube and
one with dry, both in stock now and available to trade in boxes of ten kits. Each of these holds a puncture repair kit, tyre levers and a bike clean brush among other bits. As of this month, two new Y Torx wrenches will also come into stock – one holding T25, T30 and T40 wrenches, the other holding T10, T15 and T20 sizes. Weldtite: 01652 660000
Zyro ZEFAL has a wide line of cleaning equipment designed exclusively for use with the bicycle. A brush kit, ideal for those in the habit of trekking through thick mud, is on sale for £15.99, retail price, and consists of a wash brush, double brush and multi brush. The double wash brush, available separately for just £4.99, features a double head with wear resistant fibres. The tough bristles are designed for the harder to reach, grime-prone areas such as cassette, spokes and disc brakes. The handle is coated with a non-slip material. Genuine Innovations, also on sale via Zyro, has an ever-increasing number of high-end inflation devices, including the workshop-ready 'Top Dog Legend' pump. Holding its competitive 2010 price of £59.99, the pump is larger than most, offering a large capacity 6063 alloy barrel capable of producing 160 PSI of pressure. A top-mounted gauge is included. Zyro: 01845 521700
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SECTOR GUIDE | CLEANING, LUBRICATION AND TOOLING
WORKSHOP
Boot camp Need to educate your mechanics, but don’t have the time to spend in the workshop developing their skills? Both the ATG and Cycle Systems tell Mark Sutton what budding cycle mechanics can expect to take away from their courses…
ATG THE ATG HAS been busy over the last few months updating and streamlining the Cytech Three course. Tweaks to the framework have been made that allow mechanics not only a much higher level of skills to aspire to, but also a choice of where to concentrate on developing specialist knowledge. While Cytech Technical Two is still widely seen as the industry benchmark, level three can now offer retailers and individuals a competitive advantage. Considering it difficult to include everything that would be relevant to a Level Three mechanic from disk brake technology, through to advanced frame materials and custom fitting of road bikes, the ATG came up with a solution. Through the creation of two distinct flavours of training courses mechanics can get to grips with an area of their choice. One course will concentrate on the technologies found on high-end road bikes and the other will look at high-end MTBs. Both are five-day sessions and are intensive, covering a lot of technical ground. Each course is split into three modules that can be taken as stand-alone courses, or combined to make up the Cytech Technical Three qualification. Having invested over £50,000 in
70 BIKEBIZ JANUARY
Cycle Systems tooling and equipment for the purpose of training, the ATG can offer students a very detailed and realistic workshop environment in which to train. The road bike qualification covers advanced wheel building techniques. It then goes on to look at frame technology, materials and specialist rider/frame fitting techniques. The highlight of the road course has to be the opportunity to work with top-end groupsets, including Shimano’s Di2, Dura Ace, Sram’s high-end groupsets and not forgetting Campagnolo. A similar investment has been made to update the MTB course, covering disk brakes from the key manufacturers, suspension forks and rear shock units, full suspension servicing including the correct techniques for bearing removal and replacement and going on to look at advanced wheel building techniques and factory built units from Shimano, DT Swiss and Mavic. Courses cost from £200 for a one day session, up to £1000 for the full on five day programme. The course can even be built into an advanced apprenticeship gaining you not only the Cytech award, but an NVQ at Level Three too. ATG: 01296 737815
BUDDING mechanics are now able to attend a Cycle Systems course at Havering College, London. The partnership has enabled Cycle Systems to increase the range of courses available to trainees, as well as funding options for them. Cycle Systems is now an EAL accredited provider. EAL Level Two and Level Three VRQ and NVQ qualifications are now obtainable through a variety of modules. An HNC in engineering (Level Four) with a Cycle Mechanic speciality is also available, for the first time. This can then lead to a foundation degree and B Hons Engineering Degree with cycle mechanic speciality. This encourages talented cycle mechanics to build on their skills and allows an employer to take gifted staff through a stimulating and rewarding training programme. The courses are all real world work based, so the student can provide valuable input to an employer while they study. Apprenticeship frameworks are also available through Cycle Systems and Havering College. Successful apprentices will gain internationally recognised certification in cycle repair and assembly. The apprenticeship
scheme offers a full SEMTA approved framework in engineering. Cycle Systems fan and London Mayor Boris Johnson commented: “Apprenticeships are a fantastic way of helping businesses develop new talent and skills. They also help build a loyal and committed workforce and strengthen London’s diverse skills base." Specialist courses are also being opened for 2011, including one focusing on Sturmey Archer hubs and brakes. This course is available as an advanced module handling the stripping of three, five and eight speed hub gears. Enthusiasts may also enrol on Brompton specific maintenance courses, or entry-level and level one City and Guilds courses. Sean Lally, director at Cycle Systems comments: “The main mission for Cycle Systems is to raise the standard of cycle mechanics nationally. Our new partnership with Havering College and work with the National Apprenticeship Service enables us to provide more choice to the training market, as well as new qualifications and opportunities. We hope this will help the cycle trade retain high quality staff.” Cycle Systems: 0207 608 2577
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LETTERS | YOUR SAY
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
STAR LETTER
In response...
Best Buy versus IBDs IN REFERENCE to your article ‘Best Buy to electrify sales in 2011’. We watch with interest as Best Buy announce that they are now retailing several of our competitors’ products from Gocycle, Ultra Motor Izip and Xero Tech as we had been invited by Best Buy to enter into a supply agreement with them. However, once we properly understood the sales methodology that would be deployed, we decided that the discounting culture would damage our brand and that this route to
market would not be appropriate for us and we would not wish to support it. We understand how difficult it is for the IBD to run a profitable business in the current market, and the last thing either of us need is to start a discount war and devalue the brand and the GP for the IBD. Additionally electric and normal bikes need top class service back up and we maintain that the IBD will always excel at this requirement. Nick Child Managing Director, Powabyke
Star Letter Whether it’s a hand-written, sent-through-the-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 Oxford’s Ultra Torch 9. Part of Oxford’s top selling range of LEDs and lights, the front light has nine ultra bright diodes, a quick release mounting bracket and comes complete with batteries. The sturdy aluminium body makes it ideal for general purpose use as a compact torch. The rear LED has 3 modes, 7 diodes and a universal mounting bracket.
72 BIKEBIZ JANUARY
WE’RE PASSIONATE about green technology and stock a wide range of the latest and greatest green products, from solar chargers and home energy monitors to electric bicycles and scooters. We pride ourselves on delivering a top class service and our priority is to make the purchase of technology a simple, exciting and interactive experience. We offer free test rides on all of our electric bikes and scooters, provide bike assembly in-store or at home and our Geek Squad Agents are Cytech accredited. Occasionally, we run targeted promotions on these items for a limited period of time to provide
our customers with even greater value. This is to encourage customers to explore new areas of technology and to take advantage of the green services we have available in store, such as our free test rides. Our door is always open and we’d be happy to talk to potential vendors at any time. Best Buy Spokesperson
From the Forum... ANY CUSTOMERS YET? “We’ve only had one customer make it in through the poor weather so far – for a repair kit.” Mike113 “It really is double shite with knobs on at the moment. Anyone know if it’s gonna happen this year ‘cos I’m getting a bit depressed!” Ned Ludd “I have been quite surprised as to how little has been said on the Forum about what is the biggest crisis the trade is facing for more than 20 years. Every person I speak to in the trade – whether they are supply or retail, high or low end – are doing terrible business. We have six hundred bikes in stock and today with four members of
staff have taken money from just six customers (our worst Saturday in our 26 years here). We are not blaming the weather as it has not been too bad here this week and the drop in trade has been increasing since late September. Every supplier appears to have 90 per cent-plus availability and many have huge discounts on most of their bikes, which is unheard of so close to Christmas. Another concern is the drop in repairs. Up to mid-September we had the busiest year ever on repairs but since then they have dropped by around half compared to other years. What is going to happen in January and February, God only knows...” paul-coombes
BIKEBIZ.COM
2pure 0844 811 2001 www.2pure.co.uk
Eurobike Ltd 01332 774796 www.eurobike.uk.com
DISTRIBUTOR
DISTRIBUTOR
Otagocyclesport 07939 543016 www.otagocyclesport. co.uk
Seventies 0845 3103670 www.seventies.co.uk DISTRIBUTOR
DISTRIBUTOR
Abacus Online Ltd 0151 342 9799 www.abacusonline.net EPOS
Ascend Retail Management System 01908 280667 www.ascendrms.com EPOS
Fat Spanner 07966401165 www.fatspannerworld. com
Pacific Cycles Inc +886 34861231 www.pacific-cycles.com
DISTRIBUTOR/MANUFACTURER
MANUFACTURER/DISTRIBUTOR
Fisher Outdoor Leisure 01727 798345 www.fisheroutdoor.co.uk
Paligap Ltd 01454 313116 www.paligapltd.co.uk
DISTRIBUTOR/IMPORTER
Hotlines Europe Ltd 0131 3191444 www.hotlines-uk.com DISTRIBUTOR
Cube Bikes Uk Ltd www.cube.eu 0031 180441350 DISTRIBUTOR
Custom Sports Clothing Ltd 07580 495881 www.customsports clothing.com MANUFACTURER/DISTRIBUTOR
Cybertill Ltd 0800 0304432 www.cybertill.co.uk EPOS
Cycle Division Ltd 0845 0508500 www.thecycledivision. com WHOLESALER/DISTRIBUTOR
The Cycle Show 0207 2886733 www.cycleshow.co.uk EVENT/EXHIBITION ORGANISER
Digital Retail Solutions Inc 001 8003229471 www.digitalretailer.com EPOS
Hykeham Wholesale Limited 01522 801550 www.hykehamwholesale. co.uk DISTRIBUTOR/WHOLESALER
Jungle Products Ltd 01423 780088 www.jungleproducts.co.uk www.santacruzbikes.co.uk DISTRIBUTOR
Lyon Equipment 01539 625493 www.lyon.co.uk DISTRIBUTOR
Monterey Industries Ltd 0117 9509499 www.masibikes.com www.brevm.com DISTRIBUTOR/MANUFACTURER
Mojo suspension Hoodoo ltd 01633 615815 www.mojo.co.uk DISTRIBUTOR
Moore Large and Co Ltd 01332 274252 www.moorelarge.co.uk DISTRIBUTOR
DISTRIBUTOR
SKS +49 2333831246 www.sks-germany.com MANUFACTURER
DISTRIBUTOR
Parklife (Havant) Ltd 02392 475895
Sonic Cycles 0207 2432848 www.soniccycles.co.uk/b2b
IMPORTER/DISTRIBUTOR
IMPORTER/DISTRIBUTOR
Pashley Cycles 01789 292263 www.pashley.co.uk
Sport Direct Ltd 0845 2693060 www.sport-direct.co.uk
MANUFACTURER/DISTRIBUTOR
DISTRIBUTOR/MANUFACTURER
Peter Dobbs Design and Print Services 01482 224007
Stormfront Technology Ltd 0800 6121044 www.stormfront.co.uk
MANUFACTURER/DESIGN & PRINT SERVICES
EPOS
DISTRIBUTOR
Bohle UK Ltd 01952 602680 www.schwalbe.co.uk
Silverfish UK Ltd 01752 843882 www.silverfish-uk.com
Qoroz 01453 889204 www.qoroz.co.uk MANUFACTURER
Raleigh UK Ltd 01773 532600 www.raleigh.co.uk www.cyclelife.com DISTRIBUTOR
Red Cloud MC 01767 692831 www.redcloudmc.com MARKETING, PR & EVENTS
Reece Cycles PLC 0121 6220180 www.reececycles.co.uk
Trek Bicycle Corporation 01908 282626 MANUFACTURER
USE Ltd 01798 344477 www.exposurelights.com www.use1.com MANUFACTURER/DISTRIBUTOR
Vigour Corporation 0092 524269920 www.vigourcorporation.com MANUFACTURER/EXPORTER
Walkers Cycle Components Ltd 0116 2833885 www.walkerscycles.co.uk WHOLESALER/DISTRIBUTOR
DISTRIBUTOR
Saddleback Ltd 01454 299965 www.saddleback.co.uk
Zyro Ltd 01845 521700 www.zyro.co.uk DISTRIBUTOR
DISTRIBUTOR
To order copies of BikeBiz Bible or ensure inclusion in the 2011 edition please contact Gemma.Messina@intentmedia.co.uk
EDITORIAL PLANNER | EVENTS
Editorial Planner
UPCOMING EVENTS
SPOTLIGHT
February 2011 COMMUTING: Folding bikes, Helmets, Reflective Clothing and Accessories ICEBIKE*
CORE BIKE
FISHER OUTDOOR LEISURE EXPO CORE BIKE REVIEW
Editorial Deadline: January 21st
Advertising Deadline: January 27th
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 2011 Cycle Media Analysis: Mags and Websites Electric Bikes Editorial Deadline: Feb 18th Advertising Deadline: Feb 23rd
APRIL 2011 Bike Security Cycle Fashion: Clothing, Sunglasses, Watches and Accessories UK’s Top 20 IBDs Editorial Deadline: Mar 11th Advertising Deadline: Mar 16th
MAY 2011 Energy and Nutrition, Bottles and Cages Women: Bikes, Clothing and Accessories Cycle Trade Expo Preview Editorial Deadline: Apr 8th Advertising Deadline: April 13th
JUNE 2011 EPoS Cycle Computers Cycle Trade Expo Editorial Deadline: May 6th Advertising Deadline: May 11th
JULY 2011 BMX: Bikes, Protective Clothing, Grips & Accessories P&A: Forks, Gears, Brakes & Chains Cycle Luggage: Panniers, Cases & Bags Editorial Deadline: June 3rd Advertising Deadline: June 8th
AUGUST 2011 Bicycle Lighting & Reflective Clothing Mountain Biking: Bikes, Protective Clothing & Accessories Editorial Deadline: July 8th Advertising Deadline: July 13th
THE BIBLE IS BACK! 74 BIKEBIZ JANUARY
Sunday January 30th-Feb 1st Whittlebury Hall, Northants www.corebike.co.uk
January 2011 LONDON BIKE SHOW Thursday January 13th – 16th ExCeL Centre www.outdoorsshowextra.co. uk/the-london-bike-show CORE BIKE 2011 Sunday January 30th – Feb 1st Whittlebury Hall, Northants www.corebike.co.uk
February 2011 FISHER OUTDOOR LEISURE EXPO 2011 Sunday February 20th – 22nd Sopwell House, St Albans www.fisherexpo.co.uk
April 2011 SEA OTTER CLASSIC 2011 Thursday April 14th – 17th Monterey, California www.seaotterclassic.com THE SCOTTISH BIKE SHOW 2011 Saturday April 16th – 17th Scottish Exhibition and Conference Centre, Glasgow thescottishbikeshow.com UK HANDMADE AND BOUTIQUE BICYCLE SHOW Saturday April 28th – May 1st Passenger Shed, Bristol www.bespokedbicycle.co.uk
May 2011 ICEBIKE SUMMER 2011 Tuesday February 22nd – 24th Milton Keynes www.icebike.co.uk NORTH AMERICAN HANDMADE BIKE SHOW Friday February 25th – 27th Austin Convention Centre handmadebicycleshow.com
March 2011 TAIPEI CYCLE SHOW 2011 Wednesday March 16th – 19th TWTC Nangang Exhibition Hall, Taipei www.taipeicycle.com.tw
UCI CROSS COUNTRY MOUNTAIN BIKE WORLD CUP Saturday May 21st – 22nd Dalby Forest, Yorkshire britishcycling.org.uk/ mtbworld-2010
June 2011 UCI MOUNTAIN BIKE WORLD CUP Saturday June 4th – 5th Fort William, Scotland http://fortwilliam worldcup.co.uk
For more cycle trade dates: www.bikebiz.com/events
For additional copies please contact: Gemma.Messina@intentmedia.co.uk BIKEBIZ.COM
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. Your presence in this section ensures that your company’s details are easily found, keeping you one step ahead of your competitors.
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 Marketplac
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£175
Carly Bailey on 01992 535647 or
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MARKETPLACE CONTACTS BIKES & ACCESSORIES
RACKS
Madison
01908 326 000
www.madisonb2b.co.uk
Paligap
01454 313 116
www.paligapltd.co.uk
The Cycle Division
0845 0508 500
www.thecycledivision.com
Pendle
01282 699 555
www.pendle-bike.co.uk
Maxx Raxx
0845 230 3799
www.maxxraxx.co.uk
0117 972 4730
www.argoscycles.com
07540 351 530
colinrees7@gmail.com
Cycle Systems Academy
0207 6082577
cycle-systems-academy.co.uk
ATG
01296 737 800
www.atg-training.co.uk
RESPRAYS & REPAIRS BIKE MAINTENANCE Weldtite
Argos 01652 660 000
www.weldtite.co.uk SALES TRAINING
COMPONENTS
Quest Consultants
Bob Elliot & Co Ltd
01772 459 887
www.bob-elliot.co.uk
Pace cycles Ltd
01723 867 919
www.pacecycles.com
USE Ltd
01798 344 477
www.use1.com
TRAINING SERVICES
EPOS Abacus
0151 342 9799
www.abacusonline.net
WATER BOTTLES
Citrus Lime
0845 603 9254
www.citrus-retail.com
Bottle Sport
0845 602 9267
www.bottlesport.com
Evopos
0845 644 9424
www.evopos.com
Wildoo Ltd
08709 771 550
www.wildoo.co.uk
SimpleEshop
0116 267 5145
www.simpleeshop.com
SiWis Limited
01709 511766
www.siwis.co.uk
LIGHTING Exposure Lights
BIKEBIZ.COM
WEBSITE SERVICES 01798 344 477
www.exposurelights.com
BIKEBIZ JANUARY 75
BIKEBIZ | MARKETPLACE
COMPANY PROFILE DAVID CATHCART, VP OF SALES, SARIS CYCLING GROUP Give us a brief history of the CycleOps brand and its goals: CycleOps began designing trainers in the mid-90s and came to be known as the leader in fluid technology. We built off this reputation with the addition of Powertap and Indoor Cycles. We build products that help cyclists and triathletes achieve their goals, as well as better themselves out of season. Why should a dealer choose CycleOps over competitor brands? CycleOps is an innovative, high-quality brand that offers excellent service to dealers. With our line of power products we offer a broad range of reliable solutions that deliver highly competitive margins to the reseller. What back up support does the end user and dealer have when buying CycleOps products? All CycleOps trainers have a lifetime warranty and our electronic product has a one-year warranty. We have a full service center in the UK with Paligap for fast and efficient servicing of product.
TEL: 01454 313116 WEB: www.paligapltd.co.uk
For those unfamiliar with turbo trainers, what do the varying levels of investment get the customer? As riders increase investment in a trainer, ride quality and stability increase. CycleOps has two collections of trainers. Our entry-level classic line features a five position adjustable Mag trainer (£145 price) and the Fluid Two (£250 price). The Pro Series, built on our Pro frame with locking adjustable legs features the JetFluid (£300) and SuperMagneto (£325). The latter has four adjustable progressive resistance power curves. At the top-end of the range is the PowerBeam Pro 3.0, (£1,100) which features our new Joule 3.0 computer, PowerTap technology and controlled resistance. You can literally recreate an outside ride inside on this trainer. Are trainers an all-year-round product, or do sales jump in the colder months? Because trainers are an important tool for building and maintaining fitness, or simply staying in shape, it's important to
BIKES AND ACCESSORIES
76 BIKEBIZ JANUARY
EMAIL: info@paligapltd.co.uk
keep them on hand year round at retail. Of course, carrying a few more when it gets cold helps meets the slightly increased demand. The brand appears to be performing well in magazine tests – are there any key reasons why editors recommend CycleOps? It's hard to say on this one, but often the key thing with a trainer is the way it feels when you’re pedalling and the amount of noise it emits. When you're spending an hour, or more, on a trainer it's got to feel good, smooth and be as quiet as possible. Our engineering department works hard at developing those criteria. Do any pro cyclists/teams recommend or use CycleOps trainers? CycleOps works with elite athletes and coaches around the world to refine its products. The Cervelo Test Team are perhaps the most high profile users, though our company supports even grass roots talent, as well as multiple triathletes across the globe.
“When you’re spending and hour, or longer, on a trainer it’s got to feel smooth and perform silently...”
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78 BIKEBIZ JANUARY
COMPONENTS
EPOS
EPOS
EPOS
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LIGHTING
RACKS
RACKS
RESPRAYS & REPAIRS
BIKEBIZ JANUARY 79
BIKEBIZ | MARKETPLACE SALES TRAINING
TRAINING SERVICES
Extra profits, immediate results... Sales training can easily double your business. If every customer who comes in to buy an accessory goes out with two, you just doubled your accessory sales. If every customer who comes in to buy a ÂŁ500 bike goes out with say an ÂŁ1000 bike, you did it again! A sales training course can realistically double the business a sales person can achieve. It is not rocket science, even the youngest sales staff can understand the techniques and use them and we will come to your store and help you. Four hours later, every staff member will be confident in closing sales every time.
"You trained us in the morning, by that afternoon, I had the course fee back. Amazing." "I cannot understand why every dealer in the Uk is not banging on your door. Everyone is so much more confident. Now we have to work on keeping it that way. Totally recommendable" "The boys really enjoyed your session the other day and are trying to prove who can remember the techniques best. The till is certainly ringing a lot more than it was, thanks Colin" "You remember I told you I had loads of trouble selling accessories when I sold a new bike? The first bike I sold after you came went out with 13 accessories! They cost more than the bike, I still don't believe I did it. Thanks Colin" One fee, no extras, progress guaranteed: Email colinrees7@gmail.com now, or call 07540 351 530 for full details. Colin Rees: specialist cycle sales training in the bike trade for 14 years.
TRAINING SERVICES
80 BIKEBIZ JANUARY
WATER BOTTLES
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BIKEBIZ | MARKETPLACE WATER BOTTLES
WEBSITE SERVICES
WEBSITE SERVICES
To get your company featured here contact:
Carly Bailey on
01992 535647 or carly.bailey@intentmedia.co.uk BIKEBIZ.COM
BIKEBIZ JANUARY 81
OFF TRACK | NUMBER CRUNCHING
I N THE SADDLE
Paul Hinton, Marketing Manager, Upgrade What bikes do you own and where’s your favourite place to ride? To tell the truth, at the moment I only have a road bike, which I have used for commuting for the last six years. But now I’m at Upgrade, the list of bikes I will have will massively increase. I have been playing on 29ers this autumn and am loving the larger wheels, so a single speed 29er may be on the cards – or the Pivot Mach 429! Tell us about your business background: Having spent six years of pro racing (four years with Team Raleigh, two for myself), I was then asked to join Saracen Cycles as promotions manager and later as brand development and design manager. Seven years service gave way when Saracen closed. I then joined a small distribution company as brand manager for five years. I’m now at Upgrade after a short stint at Madison this year, where I was senior brand manager for the P&A department. Tell us about your role at Upgrade: As senior brand and marketing manager, I’m tasked with looking after the umbrella aspect of all the brands, but am responsible for the Lezyne and Freedom brands directly. Marketing will involve advert placement, products for reviews, shows and events, sponsorship and catalogue production. I will also be racing again in 2011 for the Kinesis Morvelo Project team in the quest to regain the Veteran XC National Championship jersey.
Let’s get statistical The big freeze has dominated the thoughts of many retailers and distributors in the trade over the past month, but the Government has also been mulling over the results of the Public Health White Paper published in December. It contains some alarming statistics on the cost of car-centric communities, and that all too common habit of hopping into a car at the first opportunity...
-17.9C (Or -0.22 Fahrenheit) – the temperature recorded at RAF Leeming, North Yorks in December, the coldest at the station since records began in 1945. The North East of England was one of the areas hardest hit by extreme winter weather in December.
£50 billion
Can you pinpoint a product in Upgrade’s catalogue that you see being a big-seller? The new DMR Vault pedal is going to be huge. There is so much talk about it on the web already. Also, the Lezyne Dirt Floor Drive track pump range is getting so much attention that we would encourage dealers to forward order these for first quarter of 2011 to avoid disappointment. What shows, races and events will Upgrade have a presence at in 2011? This year we’re to be ever-present and will be found at the London Bike Show, Cycle Show at NEC, the TCR Show and a huge number of events including triathlon, XC, DH, 4X, dirt jump, marathon, cross... the list goes on. The highlights will be the UCI XC and DH/4X World Cups, Mountain Mayhem, Bristol Bike Fest and joint events with our dealers. What’s the biggest rush achievable on a bike, in your opinion? Winning the 2007 Veteran National Champs! Or nailing a fantastic piece of singletrack that is technical to ride. But zipping through the London traffic as a courier in the late ‘80s was a buzz.
82 BIKEBIZ JANUARY
The amount that obesity will cost the nation annually by 2050. December’s Public Health Paper said “active travel and physical activity has to become the norm in communities”.
145,000 The number of consumer visitors VOS Media predicts will attend the combined London Bike Show, Outdoors Show and London International Boat Show held in ExCeL this month. BIKEBIZ.COM
OFF TRACK | NUMBER CRUNCHING ActSmart November retail shop sales analysis
Specialist cycle shop sales growth is back in black 905 The number of Haro bikes delivered to Center Parcs in November, catering for two million visitors per annum.
ActSmart’s monthly market research for November, produced exclusively for ACT and BikeBiz, saw sales growth return in November boosted by early Xmas demand ahead of the wintry weather... Specialist cycle retailer core sales growth vs. previous year
20
4,150 The number of copies of BikeBiz currently being mailed out to the UK cycle trade. The figure has grown by almost 1,000 readers, with the help of the BikeBiz Bible and the ACT.
Three miles Over half of all car journeys made are under three miles.
BIKEBIZ.COM
‘% turnover growth vs. previous year'
15 10 5 0 -5 -10
2009 Dec
Jan
Feb
Mar
Apr
May
Jun
July
2010 Aug
Sep
Oct
Nov
-15 -20
December 2009 – November 2010
SPECIALIST CYCLE retailer sales growth returned in November, increasing by 1.1 per cent like-for-like vs. 2009 after two months of circa 4.5 per cent decline. November’s performance was all the more encouraging when you consider that 2009 saw a 27 per cent increase vs. 2008 in the month. November really is Xmas for the bike trade, which is just as well with snow impacting retail sales in December. However, the majority of retailers surveyed reported a sales decline in the month, with over 40 per cent suffering a sales reduction of -10 per cent or more vs. November 2009. As we consistently see, top performing stores kept the sector in the black, with 27 per cent of retailers reporting growth rates of 20 per cent-plus in the month. 47 per cent reported some sales increase
in Nov vs. 2009 with overall growth of 28.6 per cent in these businesses. In the 53 per cent of respondents reporting a sales shortfall vs. 2009, overall sales volumes shrank by -20.5 per cent. Core like-for-like sales growth in the specialist sector is below 3 per cent for the year and with the demand for cycle to work ‘reportedly’ declining, underlying core sales are increasingly important. Sales achieved via retail finance on the ride it away scheme continued to grow in the month, increasing by a significant 39.7 per cent. High-end cycle purchasers remain committed and retail credit remains critical to cash flow into IBDs in the current economy. With further snow expected as this report was penned, the outlook to the year-end was not good for cycling or shop sales.
For more info visit: http://cycles.actsmart.biz/news/ ActSmart: 0845 6187256 BIKEBIZ JANUARY 83
OFF THE RECORD
OFF
k c a r T
Love and Marriage... THE BIKEBIZ office has been going nuptial crazy over the past 12 months... No less than three members of the team took their vows in 2010, including editor Jonathon Harker back in May, magazine designer Kelly Sambridge (née Styles) in September and most recently, headhoncho managing editor Lisa Carter (née Foster) in November.
We can confirm that deputy editor Mark Sutton currently has no plans to follow his colleagues into matrimony, so the ladies of the bike trade can breath a sigh of relief for the time being, at least. He might marry his BMX though... Jon and Helen
Kelly and Kit
Send your pictures to mark.sutton@intentmedia.co.uk
• bikebiz weddings galore
Pendleton promotes virtual pedaling VICTORIA PENDLETON moved into the swelling pantheon of household names endorsing video games at the end of 2010. Appropriately enough the Olympian demonstrated EA Sports Active 2, whereby players ditch the sofa and a standard games controller and get, erm active, using the motionsensing Kinect on the Xbox 360 version. The game brings sporty action to the living room, using motion sensing and a heart rate monitor, and includes a downhill mountain biking challenge where players are pitted against the computer or fellow cycle fans.
Lisa and Darrell
Fisher reels in world record attempt
The riders covered the LEJOG distance in 22 hours and 22 minutes
TWELVE PLUCKY cyclists took on a world record while raising funds for the BBC Children in Need charity at Waterloo, Frome at the end of last year. With the support of Fisher Outdoor Leisure – which supplied Tacx trainers and Maxim energy-boosting nutrition – the Live2ride project produced over £3,000 in sponsorship money for a static Land’s End to John O’Groats. The riders managed the entire distance miles in a mere 22 hours, 22 minutes and 12 seconds. The seemingly insane dozen then went on to continue to ride for a full 24 hours, notching up 906.4 miles. For more details on the ride visit www.justgiving.com/l2rlejog
84 BIKEBIZ JANUARY
BIKEBIZ.COM
OFF THE RECORD
• prince philip presented his own brompton folding bike on royal visit
Brompton has a royal fan HIS ROYAL HIGHNESS Prince Philip Duke of Edinburgh toured Brompton’s London HQ at the end of 2010. The British designbacking Duke looked over the facility following the firms Prince Philip Designer’s Prize win. His Royal Highness was introduced to Andrew Ritchie and present MD Will Butler-Adams, as well as other members of the board of directors, before being presented with a model Brompton and a book of images from the 2009 Brompton World Championship.
quote
unquote “I was riding with a great friend of mine. Suddenly, he crashed right in front of me and I had nowhere to go but straight through the ears of the horse! I suffered what they call a skier's fracture to my right shoulder.” Red Bull driver Mark Webber on his revelation that he drove the last four races of the 2010 F1 season with a fractured shoulder, due to a mountain bike accident, December 6th "Tracy and I are gutted to announce that we are out of
BIKEBIZ.COM
the tender process for the new centre at Glentress. We will still be there next year – our tenth anniversary – as we have a lease the Forestry can't terminate." Emma Guy, co-founder of the Hub – a hire centre and café a Glentress, near Peebles, speaking on the firm’s failure in its tender for a new contract from the Forestry Commission, December 5th “Snow is a very real demonstration of how, when cars are slowed right down or
Sponsored by the brands of Moore Large 01332 274252
taken off the roads completely, children take the opportunity to play freely outdoors, neighbours socialise, and people connect with their surroundings more. This is the vision we have for Quality Streets. "Too many residential streets are clogged by traffic when they could be safe public spaces where children can play safely outside their front doors and travel independently.” Malcolm Shepherd, Sustrans CEO, discussing the many positives of heavy snowfall, December 1st
BIKEBIZ JANUARY 85
OFF TRACK | SPOKESMAN
TWEET
SPOKES
short and
Wondering what the Twitterati have been up to this month? Look no further...
Going snowhere fast Carlton Reid wonders how many bike shops might have to convert to seasonal snow sports shops as our winters worsen... UNLESS YOU cornered the market in sledges, or had been prescient enough to buy early stock of studded tyres, you might have noticed a distinct lack of customers at the beginning of December. Snowfall tends to be bad for footfall. Online sales were up for this reason, but mostly for fleece-lined wellies and groceries. In much of the UK, the first cold snap of winter saw roads free of cars, but only hardcore cyclists braved the cold and the ice. Cycling went into hibernation. In mountain resorts around the world, including those in Scotland, bike shops morph into ski shops when snow arrives. Is this the future for more low-lying UK bike shops? Will sledges, bags of road salt and snow shovels take the place of bikes? Last winter was a hard one. This winter started hard, too. Are these two years an aberration, or will UK winters always be bitter from now on? No-one knows and that's bad for business. Modern commerce relies on just-in-time deliveries and forward ordering. Admit it, who ordered sledges and studded tyres in June? Independent retail businesses are feted for being more flexible than behemoth retailers, but it's tough to be flexible when the stock you have in the shop isn't what people want. Of course, as soon as the courier drops off
the consignment of Norwegian wonder-sleds, you know the snow will be but a distant memory. RENT AND REGULATIONS Rents, rates and upward-only review clauses are a constant challenge, and small business rate relief neither timely, nor easy to apply for. Town centre planning regulations can be a real pain. Charity shops are proliferating – because of the dearth of independent retailers, except for national coffee shop chains – and some charity shops are starting to compete head on with commercial retailers. The Independent Retailers' Confederation has identified five key areas for concern for smaller retailers: town planning; skills training; business regulations; crime; and access to finance. It is estimated that it takes the average retailer seven hours a week to deal with regulations, such as those connected with employment, health and safety, the minimum wage and pension schemes. Crime and theft cost the retail sector £2 billion a year nationally. When you see pilfering going on it's tough to let the light-fingered individual leave the shop but, of course, if you nab them on the premises, have they yet committed a crime? On the retail planning front, smaller retailers are at a disadvantage to the out-of-town giants. Small shops really ought have their own use class, so that they can receive special consideration, special protection, but this is slow in coming. When people buy goods in the local economy, 50 to 70 per cent of that money stays in the local economy. If consumers, instead, go to a large retailer, £7 of every £10 that they spend will leave the local economy. It's far better for the local economy for sledges to be bought at bike shops than at supermarkets. If there are any sledges available to buy.
EDITORIAL: 01992 535646 | ADVERTISING: 01992 535647 | FAX: 01992 535648 Executive Editor: Carlton Reid Carlton.Reid@intentmedia.co.uk
Production Executive: Abby Fanger Abigail.Fanger@intentmedia.co.uk
Marketing & Circulation: Lindsay Banham Lindsay.Banham@intentmedia.co.uk
Editor: Jonathon Harker Jonathon.Harker@intentmedia.co.uk
Design: Kelly Sambridge Kelly.Sambridge@intentmedia.co.uk
Finance Director: Hilary Cole
Deputy Editor: Mark Sutton Mark.Sutton@intentmedia.co.uk
Business Development: Dave Roberts Dave.Roberts@intentmedia.co.uk
Advertising Manager: Carly Bailey Carly.Bailey@intentmedia.co.uk Editorial Production Manager: Helen French Helen.French@intentmedia.co.uk
Managing Editor: Lisa Foster Lisa.Foster@intentmedia.co.uk Publisher/MD: Stuart Dinsey Stuart.Dinsey@intentmedia.co.uk
Editorial Saxon House, 6A, St. Andrew Street, Hertford, Hertfordshire. SG14 1JA BikeBiz is mailed FOC to 3,000+ trade addresses every month ISSN 1476-1505
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People say i’m on Facebook too much. If you can think of a better way to advertise and promote a BMX shop to young people, let me know... CrucialScott Am listening to the marketing lads talking about shaving their legs and which fake tan to apply... UKMadison Days like today, Mother Nature scoffs at your technical outerwear. Instant soak through. Bikehugger I think I'm going to head to Ikea with my repair stand and offer to put together employee's gift bikes for $20 each. RevWW Morning spent writing about people that get paid to wear free shoes. BrianTunney
SUBSCRIPTIONS UK: £50 Europe: £60 Rest of World: £90 BikeBiz is published 12 times a year by Intent Media – Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire SG14 1JA Intent Media Subscriptions Department PO Box 35, Robertsbridge, TN32 5WN Tel: 01580 883848, Fax: 01580 883849 If you or one of your colleagues would like to request a subscription to BikeBiz, please email bike.subscriptions@c-cms.com or call 01580 883848. Please note that this is a controlled circulation title and subscription criteria will be strictly adhered to.
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© Intent Media 2010 No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners. Printed by The Manson Group, AL3 6PZ.
路 City and Guilds Professional Cycle Mechanic Training
You realise that the instructors here don't just work
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difference and creates a good craic. Studying at
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to open my own shop - Cycle Ops - in Dublin.
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C he ckout our we b s i t e at w w w.c ycle-sys tems-ac ademy.co.uk
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