BikeBiz April 2015

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APRIL 2015

ISSUE 111

THE SMARTS IN CYCLING

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C A T E Y E . CO M

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YOU R I D E . We’ll Handle THE REST Connect. Ride. Share. Featuring a Mirror Mode, the Smart Series displays ride data tracked on your phone and alerts you to calls and emails. Our Sensor Direct Mode also pulls data wirelessly from the Bluetooth® Smart speed, cadence, heart rate or power sensors, even when your phone is not available. Sync to training and social cycling websites post ride via Cateye Cycling App. Enjoy your ride. We got this.

ST R A DA S M A RT

P A D R O N E S M A RT

THE SMARTS IN CYCLING

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ISSUE 111 APRIL 2015

@bikebizonline | facebook.com/bikebiz

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p33 Regional Spotlight What are the challenges and advantages of operating in Wales and the South West? We ask the trade…

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p29 All geared up What’s that? Fresh product from Knog, Proviz and Bobbin?

It must be the Moore Large show round-up

p17 Basket booster If you run a bike shop and are interested in boosting your bottom line, get thee to page 17

Top of the shops It’s that time again. But who did the trade vote for as the UK’s top 20 independent bike dealers this year…?

p51

p42 Saltash uncovered

p45 Expo exposed

p63 Catch-up Source

p77 Strike a pose

We head to Cornwall in search of sun, sea and Silverfish

BikeBiz reports back from the revamped Manchester show

The Hastings retailer has plans to create 14 jobs in the town

Fashion need not be alien to cycle riding, right?

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NEWS

Brit distributors EDITOR’S win global praise COMMENT A WHOLE LOTTA LOVE Fisher Outdoor Leisure and Paligap picked up distribution awards from international brands

PALIGAP AND Fisher Outdoor Leisure have both picked up international distributor awards from Marin and SRAM respectively. Fisher was picked out by SRAM for its Aero Award in recognition of the sales and marketing work Fisher has put in with Zipp over the last year, as well as the development of the BSS and accessories categories in the UK. Pictured is Fisher SRAM brand manager Tim Bayley being presented with the award by Jason West, SRAM’s VP of aftermarket product.

Meanwhile Paligap has picked up an award at the Taipei Cycle Show.

The South West-based company has been named Distributor of the Year by Californian brand Marin.

Pictured is Paligap MD David Lane picking up the award from Marin product designer and mountain bike pioneer Joe Murray at the Taipei Cycle Show. Paligap picked up distribution for Marin towards the end of 2013. www.fisheroutdoor.co.uk www.paligap.cc

IT’S ABOUT this time of the year that the financial reports from 2014 trickle in. Two of the big global players, Dorel and Accell, have both reported a strong 2014. In the void of solid cycle market data, figures from these two go a long way towards explaining the state of the market (they have to). In simple terms, strong financials from the duo would indicate last year was a strong 12 months for the cycle market generally. That tallies with what we’ve heard from quite a few UK firms, not least Silverfish (page 42), who have broken their own sales records.

Clearly there are specific reasons why each individual company has fared well – Silverfish has expanded into road and Germany, while Dorel has bounced back from what it says was a disappointing 2013, though it’s a safe and predictable bet that the weather has played a big part. But there’s another factor many of these firms have been playing up, the IBD. That leads me nicely into one of our big features this month – the top 20 IBDs of 2015. Once again we were inundated with suggestions for the list. In many ways it is a crazy task to list the best bike shops of the land, but we keep doing it because it’s interesting to see which shops are picked out by our judges and also in the spirit of celebrating the IBD sector. Frankly, there is a lot of love out there for independent shops, which come in all shapes and sizes and ages. Without you lot, the cycle trade would be unimaginably different, less interesting, less diverse and far worse off. We salute you. jharker@nbmedia.com

HALFORDS APPOINTS NEW BOSS FOLLOWING THE departure of Matt Davies to head up Tesco at the start of the year, Halfords has replaced him with Jill McDonald.

Starting May 11th, the new chief executive officer was formerly head of McDonald’s UK business.

Halfords’ most-recent trading

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update suggested the retail giant was slowly building on its strengths, with a 6.5 per cent rise in revenues in the 15 weeks to January 9th. The chain has also recently relaunched the Cycle Republic off-shoot, of which it says there could eventually be 100 stores nationwide.

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NEWS

Taipei Cycle in Lezyne goes electric rude health at 28 with handlebar GPS Bigger crowds at this year’s Taipei Cycle Show

IN ITS 28th year, Taipei Cycle Show reported an increase in visitors and a number of firsts, including a Japan Pavilion, showcasing product from that country, as well as an increase in the number of countries represented.

Over 8,000 international visitors from 107 countries attended, up six per cent compared with 2014.

According to the organisers, electric bikes (again) and sustainable/ healthy living were key trends from the show.

Visitors from China (including Hong Kong), Japan, USA, Korea, Malaysia, Germany, Singapore, Thailand, United Kingdom, and Australia were among the top 10. Visitors from South East Asia have increased to about 12 per cent of the total.

JBPI (Japan Bicycle Promotion Institute) organised the first-ever Japan Pavilion in 2015 Taipei Cycle, with 11 exhibitors including Bridgestone Cycle. Thanks to the success of the event the

JBPI is looking to expand the size of the Pavilion next year.

Topeak and Airace were among those winning prestigious Gold Awards, Airace for its iGauge iVeloce Road and Topeak for the Transformer series.

Picking up standard awards were Merida for the Reacto Team-E, Tern for the Verge X18 and Kinetix Pro X wheels, Pacific for the Reach cycle, Dahon for the Clinch, FSA for the K-Force Light (BB386 EVO) and WTB for the Trailblazer and 27.5+ system.

Birzman also picked up a gong for the Snap-It Apogee, as did Super B for the home mechanic wheel truing stand, ABUS for its innovative lock bracket and Thule for a number of products, including the RoundTrip Traveler, Sprint and RoundTrip Pro. The 2016 Taipei Cycle Show will run March 2nd to 5th, once again running alongside TaiSPO sporting goods show.

Application to participate in 2016 Taipei Cycle Show opens in July.

Lezyne chose to launch the computers at Taipei The three-model range starts from £109.99 through to £159.99

LEZYNE HAS branched into electronics with the launch at the International Taipei Cycle Show of three handlebar GPS computers.

The Power GPS pairs with Bluetooth Smart devices including power and heart rate monitors. It can also connect to the Lezyne Ally app on Bluetooth Smart iOS and Android smartphones allowing for on-the-fly email, text and phone call notifications. The Super GPS can simultaneously connect with ANT+ and Bluetooth Smart accessories. Data can be uploaded to a new GPS Root website. The units are Strava and Training Peaks compatible.

All three handlebar GPS computers are micro USB rechargeable with up to a 22 hour battery life, with storage of up to 400 hours of data.

Lezyne took on new staff to create the line, which had been in development for two years.

The UK retail prices are Lezyne Mini GPS £109.99, Lezyne Power GPS £139.99 and Lezyne Super GPS £159.99 Stock is expected with UK distributor Upgrade Bikes by mid-June, with the exception of the Mini GPS, which will be ready for dealers to pre-order by mid-April. www.lezyne.com

THIS MONTH WE ASK THE BIKEBIZ TEAM: If you weren’t working on a bike magazine, what would you be doing?

Executive Editor: Carlton Reid carltonreid@mac.com Editor: Jonathon Harker jharker@nbmedia.com Answer: Working on that book deal Production Executive: Elizabeth Parker eparker@nbmedia.com

Deputy Editor: Mark Sutton msutton@nbmedia.com Answer: Probably jobless, living in the woods digging trails

Account Manager: Richard Setters rsetters@nbmedia.com Answer: Making people suffer in the gym for my own amusement

Marketing & Circulation bike.subscriptions@c-cms.com

Design: Dan Bennett dbennett@nbmedia.com Answer: Exploring the woods with my dog

Publisher: Mark Burton mburton@nbmedia.com

BikeBiz is mailed FOC to 4,000+ trade addresses every month

Editorial: Saxon House, 6A, St. Andrew Street, Hertford, Hertfordshire. SG14 1JA

ISSN 1476-1505

© NewBay Media 2015 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or any information storage or retrieval system without the express prior written consent of the publisher. The contents of BikeBiz are subject to reproduction in information storage and retrieval systems. Printed by Pensord.

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NEWS

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CYCLE

BORIS DIGS

SHORTS

CYCLING

Big businesses urge politicians to #choosecycling Santander, Sky, GlaxoSmithKline, National Grid and the AA were among a national group teaming with British Cycling and others to urge politicians to form an integrated transport strategy for cycling. The group is known simply as Choose Cycling.

18 bikes stolen from Edinburgh bike shop MAYOR OF London Boris Johnson took advantage of a PR opportunity last month to mark the start of construction on London’s flagship segregated Cycle Superhighways.

Building has started on the North-South route, which will run from Elephant & Castle up to King’s Cross. Work on the East-West route from Tower Hill

to Westbourne Terrace begins next month.

“This is a big day for cycling and for London, the culmination of years of campaigning by cyclists and months of planning

by Transport for London,” said the Mayor.

“I know a lot of people thought this would never happen – and a small number of people

didn’t want it to happen. But it is happening, and London will be better as a result.

“Getting more people on their bikes will reduce pressure on the road, bus and rail networks, cut pollution, and improve life for everyone, whether or not they cycle themselves,” added the Mayor. www.tfl.gov.uk

Big success for Big Pedal ‘15 ONE AND half million journeys (1,412, 299) were made to school and back as part of this year’s Big Pedal competition.

Taking place nationwide, the inter-school competition encourages pupils to get on their bikes or scooters instead of the car for the notoriously motorcentric school run.

Over half a million (557,223) pupils registered to take part and around two million car journeys were saved, the equivalent of over 1,000 tonnes of Co2 and 94,000 gallons of fuel. The competition is run by Sustrans and funded by the Bicycle Association on behalf of the cycle industry through the Bike Hub scheme. Many local bike shops link up with schools to promote the competition.

Gary Shipp, Sustrans national projects coordinator for education and young people, said: “The rising cost of living in the UK means that parents across the country are looking for ways

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Pedal Power of West Calder was hit by bike thieves in March, with 18 Giant bikes stolen in the evening, totalling an approximate £10,750.

Rapha Outlet store opening Rapha’s ‘Archive Store’ will open this month in Kilver Court Somerset alongside brands like Pringle of Scotland and Mulberry already in the designer outlet village.

New director of operations for Scott Sports Dave Rainsford has become the new UK director of operations at Scott Sports UK branch and Keith Murray has become the new UK bike sales manager.

Cambridge to become a world-leading cycle city Cambridge is planning to increase the number of cycle trips made from 20 per cent to 40 per cent by 2023, leading Chris Boardman to hail the city as a ‘world leader’.

Islabikes brings in new MD Mark McCance has been appointed managing director at Islabikes, supporting founder Isla Rowntree during the next steps of the business’ growth.

DfT gives £1m to CTC for free

to cut back on costs, and the school run is the perfect place to start.

“Research by Sustrans has previously suggested that by switching from driving to cycling or scooting to school, parents

could actually save on average £642 a year.

“But cycling and scooting to school doesn’t just have financial benefit; children that regularly cycle to school are fitter, more alert and better learners too.”

A CTC event promoting cycle recycling schemes has been given a £1m grant from the Department for Transport. The two-week Bike Bike Revival will be staged from May 23rd to June 7th. It will help “catalyse 50k people to shift from cars to bikes”, says the CTC.

For breaking news visit:

www.bikebiz.com BIKEBIZ APRIL 7

OPINION

Bike trade goes West There’s more to the Welsh cycle scene than the impressive landscape and leading trail centres. Red Cloud’s Mark Almond provides his take on the region…

THINK OF cycling in Wales and chances are that thoughts turn to mountain bike trail centres and steep road climbs to stunning scenery and, perhaps, Geraint Thomas in full flow at Le Tour or Manon Carpenter winning her rainbow jersey.

Whilst all this is a reflection of what helps to make Wales so popular with bike riders, it does not necessarily paint the whole picture. There is so much more to consider and the bike industry is beginning to recognise this.

Established companies such as Cambrian Tyres and Fibrax amongst others have long made Wales their home but recent years have seen a steady increase in start up companies and expanding businesses heading there.

Cycle tourism is growing and whilst much more perhaps needs to be done to expedite its growth and the benefit to the Welsh economy, bike friendly hotels and cycle tour companies are increasing in number as are MTB leaders (and MTB leader courses) and guided ride organisers.

The Drover’s Rest in Llanwrtyd Wells is a shining example of bike friendly accommodation in the heart of Wales. Not only do they happily accommodate bikes but they have even been known to throw open their restaurant doors to mass participation rides as a rather nice feed station. This is just one example of the many tourism businesses that are adopting cycling in Wales.

One area that is definitely helping cycle tourism grow is organised events. From huge road sportives such as Velothon Wales,

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“Cycle tourism is a growing area and the facilities are emerging to support this.”

Mark Almond

major life affirming challenges such as Red Kite Events’ The Bala Devil to world-class MTB events and races such as the Scott MTB Marathon Series, Epic Cymru and the Mondraker Enduro Series, Wales gives riders and their families multiple reasons to head there to ride, spectate and relax.

Bike industry support service companies are also moving to Wales as accessibility and business infrastructure such as superfast broadband are introduced. Red Cloud Marketing & Communications moved to Welshpool in 2012 and reports an

upturn in its bike specialist marketing and PR business since the move.

With a steadily growing cycle market comes the need for quality retailers to serve it of course and recent years has seen some notable new names hitting the Welsh streets. From Tweeks Cycles in Wrexham to start ups such as Cranc Cyclesport in Carmarthen, consumers in Wales perhaps have a greater choice of local bike shops than ever before.

With the Welsh Assembly steadily being granted more powers and budgetary control, the future for cycling and the bike industry in Wales is on the agenda for discussion. Certainly, recent talk of improved cycle infrastructure and ‘right to roam’ discussions are all very positive signs. Pair this with a huge commitment and investment in regenerating communities such as those currently underway around the Wales National Velodrome in Newport and the Swansea Bay area amongst others and it becomes clear to see that positive change really is afoot in some of the country’s densest population centres.

So next time you think of Wales, think of the amazing riding and the stunning scenery of course, but perhaps also spare a thought to the huge opportunities that exist for bike related companies big and small. As in days gone by, the adage ‘Go West’ may now be more beneficial than ever before. www.redcloudmc.com Read our Regional Spotlight covering Wales and the South West from page 33.

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SAM DALE | Credit: ©Laurence Crossman-Emms twitter.com/madisonclothing facebook.com/madisonclothing madison.cc

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BICYCLE ASSOCIATION

Morris receives a bouquet from the Bicycle Association to celebrate her service (left); And Morris towards the start of her bike trade career

Pat Morris: a life in the industry With 49 years service to the Bicycle Assocation Pat Morris has been the “one constant” in a rapidly evolving industry, said one former president at her leaving party. Carlton Reid finds out more.

PAT MORRIS describes herself as “failed 11-plus girl” yet she’s been a rock for numerous presidents of the Bicycle Association since she joined the organisation in 1963. At a retirement party to honour her 49 years in the industry it was revealed her first task as a “junior” was to walk the office manager’s dog. The party – held in the august Old Joint Stock pub in central Birmingham – attracted five past presidents of the Bicycle Association as well as other industry grandees, including Paul and Rick Stanforth, Isla Rowntree, Mel Payne and Gavin Marksheffel.

The past presidents heaped praise on Morris, with Philip Taylor of Bohle saying she had been the “one constant” in his many years in the industry. Pat joined what was the forerunner of the Bicycle Association as a 16 year old, having been sacked from a previous shop job for refusing to wash windows in the driving snow. Mrs Simmons, owner of the dog Pat was tasked to walk, loved Pat’s honesty at admitting she had been sacked and took her on, despite the fact Pat couldn’t yet type and wasn’t able to write in shorthand (two skills she BIKEBIZ.COM

later mastered, and which Phillip Darnton later came to rely upon when he moved from being managing director of Raleigh to leading the Bicycle Association and chairing Cycling England).

The organisation Pat joined was the Cycle and Motorcycle Industries Association, and she was the

industry association – Pat and other staffers decamped to plush hotels in London for two weeks at a time.

“It was a very happy place to work,” remembered Pat, who also enjoyed trips to the trade shows in Cologne and Milan.

She left the Cycle and Motorcycle Industries Association in 1975 to

“There still aren’t enough women in the cycling industry.”

Pat Morris lowliest of the 20 staff in Starley House, next to Coventry station.

Starley House, which was briefly an evangelical church after being sold by the bicycle and motorcycle associations for £2 million, has now been demolished to make way for the new Friargate office development scheme.

The industry that Pat joined in 1963 (as Pat Timothy) was richer than today’s industry. A joint bicycle and motorcycle show at Earl’s Court was a major money-spinner for the

have her daughter, Colette, rejoining the organisation two years later, when it had split into two organisations. Pat was happiest with the bicycle organisation.

At her leaving party Pat told me quite a few stories that I am be unable to print (mostly about the swinging 1960s…), and entertained me with deliciously scandalous tales about former association managers, one of whom was “Very capable, but extremely lazy. He would go out to his car and listen to the

cricket all day.” (He was later sacked when the BA’s president and vice-president turned up unannounced one day.)

“I’ve loved working for the Bicycle Association,” she told me.

Her one regret? “There still aren’t enough women in the industry.

There was Yvonne Rix of Raleigh, and today’s there’s Isla Rowntree, of course, but by and large I’ve worked in an industry of mostly men. I would’ve liked to have seen more women in the industry.”

Pat’s gift from the Bicycle Association – apart from a bouquet of flowers – was the president’s medal, a throwback to the heady days of the Cycle and Motorcycle Industries Association when presidents would wear the medal around their necks at AGMs. Oh, and she’s also getting two bicycles so she and her husband Alan can ride together on the canal paths close to their home on the outskirts of Coventry.

Cycling was popularised from Coventry in the 1870s. With Pat’s retirement the British bicycle industry no longer has a connection to the city that spawned it.

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OPINION

How do you grow cycling?

Sustainable transport charity believes it has a core principle for transforming the number of people walking and cycling.

Melissa Henry, Sustrans Communications Director, explains…

FROM OUR early beginning as a campaign group nearly 40 years ago, Sustrans realised the importance of leading by example by building places that can change the way people travel. The Bristol to Bath Railway Path, our first project, is now one of the busiest sections of National Cycle Network in the country. However, as Sustrans grew, so did the understanding that to get more people moving, infrastructure needed to go hand in hand with enabling people to change their travel behaviour.

Making travel on foot and bike a viable option for everyday journeys for people of all ages requires a variety of interventions – focusing on both people and the space they move through. Our work in schools, for example, is hugely important in giving children the skills and information they need to move confidently through their community, and their parents the peace of mind to let them. But we also identify and call for safer routes for walking and biking to and from schools so that more children and adults can have healthier, more convenient journeys to school and beyond.

Hand in hand, these two facets of working with place and people make a real impact.

Sustrans now has 140 schools officers in nearly 2,500 schools, working with parents, teachers and pupils to identify the barriers to children getting about under their own steam. Concerns about traffic, lack of cycling training and facilities are often heard. Schools officers work with children and parents to find solutions, including

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The Bristol to Bath Railway route is now one of the busiest NCN sections

identifying safe routes, working with the local authority to improve routes to the school or reduce speed limits or develop paths, helping to source funding for bicycle and scooter parking or delivering training.

the impact Sustrans’ schools officers can make. Since 2013 the number of children regularly cycling has risen from one in twenty (5.6 per cent) to a fifth (19.9 per cent), those regularly walking from 42 per cent to 55 per

“After a year of Sustrans working in a school, cycling levels went from 8.5 per cent to 16 per cent.”

Melissa Henry, Sustrans Every year we monitor the impact of our schools work. In 2013/14 we found that after a year of Sustrans working in their schools, children regularly cycling to school nearly doubled from 8.5 per cent to 16 per cent. At the same time car journeys dropped by four per cent.

Fryern Junior School in Hampshire is a great example of

cent and those regularly scooting from seven per cent to 16 per cent. As a result car use has dropped significantly. We are working with the school and the local council to improve routes and entrances and there are plans to build a dedicated walking and cycling route to the school.

This grassroots work is hugely important and is reliant on

government funding. Worryingly, the funding we currently have in England for these types of projects will end in 2016, which clearly jeopardises the future of schoolsbased programmes.

Thankfully, we have had a recent campaign success. In February, the Infrastructure Act became law and now the government must develop a Walking and Cycling Infrastructure Strategy for England. Sustrans led the campaign for this Strategy to be included in the Act and it is a huge step forward towards obtaining the funding needed for both places for walking and cycling, as well as programmes delivered by our schools officers.

Sustrans will continue to campaign and put pressure on the next government to put in place an ambitious Investment Strategy to enable even more people to walk and bike everyday journeys. www.sustrans.org.uk

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MEDIADRIVE James Hamilton, MediaDrive’s cycling manager

Eyes on the prize A lot of stats are thrown around about online viewing figures, but what if you knew that everyone clicking through was a potential buyer? Mark Sutton finds out how MediaDrive are improving the quality of click throughs for advertisers in the cycle trade EVER WONDERED about digital advertising to the bike buying customer? If so, it’ll no doubt have baffled you where to begin in a world where the figures banded about are often into the millions and zillions.

Seven digit figures are impressive on the face of it, but think about it, that’s surely not one million affluent and ready-to-buy customers each viewing your advert on any given site?

Web savvy marketers from the biggest bike brands out there are seemingly beginning to recognise this fact and have made it clear that massive audience numbers, timewasting clicks and general ad wastage is of little interest these days – it’s a targeted audience they’re interested in, reaching consumers at scale but in an efficient, simplified and managed way through technology with clear and concise data reporting to back up their ad spend decisions. This is premium advertising according to MediaDrive’s James Hamilton.

“It all started out in the golfing world for MediaDrive, where we represent the likes of the PGA Tour and Top 100 Golf Courses, among 14 BIKEBIZ APRIL

others. Cycling has similar demographics and with research suggesting that 20 per cent of golfers have taken to cycling in recent years we set out in late 2011 to help the industry’s brands and distributors simplify their digital advertising needs and make their ad budgets work harder and faster.”

site, that ad can be swiftly moved onto a better performing media on the agency’s books – and without any changes to the pre-agreed budgets.

Those specialist sites currently on MediaDrive’s portfolio include: Rouleur.cc, Cyclosport, The Bike List, Cycle-Route, Velozone/Training Diaries, Bikmo and Cycling

“A cycling club audience will be 100% enthusiast...”

James Hamilton, MediaDrive MediaDrive is a specialist digital advertising company with a twist.

Working exclusively with a premium publishing portfolio, the firm becomes campaign manager for any brand looking to trace that affluent cyclist.

Using niche, but very techy software that’s not cheap to buy, MediaDrive monitors what is and isn’t performing in real time through a dedicated account management team. If something’s not up to scratch on one

Buddy. There’s also scope to work with external media partners too, giving the brands unprecedented access to many of the mainstream cycling URLs. “From an independent media owner’s point of view, in a sense our methods can be as effective as hiring another ad sales person. Our job at MediaDrive is to fill their ad inventory with targeted, highly relevant advertising, whilst delivering performance and scale for our brand

partners, thus generating revenue for all parties – it’s quite a simple recipe really. The brand, meanwhile, also gains an extension of its own marketing team with a wholly digital focus and, if they need it, a designer too. “We’ve put together some cutting-edge ads, from multiple products in-banner to ads which carry video, social media markers and nearest dealer locaters.”

“We’re becoming increasingly relevant to cycling clubs too,” says Hamilton. “For example, Epsom cycling club display our brand ads and you can be sure that any given visitor to that site is a cyclist and probably a passionate one. We envisage club websites becoming an increasingly large part of our plans and we’d love to hear from many more.”

Though cycling club websites often don’t have much resource in the website management department, with a bit of MediaDrive managed advertising, the next batch of club jerseys could be paid for risk free, says Hamilton. “On the club front, brands are of course hitting far smaller numbers than on some mainstream press sites. The users are, however, guaranteed to be of a higher quality in terms of showing certain product for clients. This will bring the club revenue to be spent however they see fit.”

Interestingly, MediaDrive’s ad tech capabilities extend into geography too, with a recent advert promoting Giant York only appearing for those IP addresses within a 25 mile radius of the store across multiple targeted websites. “Our geo-targeting of consumers is pretty popular these days, and our attention to data and reporting even more so. We tend to schedule weekly reports so that marketing teams can see an overview of what’s happening each week, but these can be delivered as frequently as the client needs them. We’ll give both good and bad feedback so that a brand knows what is and isn’t working.

So, what does it cost? “That depends entirely on the campaign and the client’s marketing goals. But the brand usually sets their spend limit each month – we will make suggestions where needed.” says Hamilton. “But typically, our clients are seeing a cost per user of between £0.3p and £0.5p – which in layman’s terms means it costs 3, 4 or 5p to show a consumer their product or event. If that consumer then goes shopping for a £2k bike or attends a fundraising event, that’s money well spent on advertising.”

If it’s trade-facing advertising you’re after, BikeBiz’s own Richard Setters is contactable on (+44) 1992 535647.

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SHOP SALES BOOSTER

Boost your Basket Spend…with Baskets!

John Styles is an independent sales agent in the bike trade. The former marketing manager, product manager and in-house sales rep thinks the trade might be able to learn something from supermarkets…

OK, SO here’s a question for you: How much does a pint of milk cost in Tesco Express?

Is it a) 49p b) 75p or c) £20?

If you work in a bike shop located on the High Steet, you might pop out for a pint of milk from a local convenience store every day, and therefore be one of the few people who can honestly answer, 49p. For the rest of us the answer is almost always £20. Or as my friend Patrick (who runs a supply group who service convenience outlets) puts it: “I know exactly what’s going on, but I still can’t seem to get in and out of a Tesco Express without spending £20” Why? Because convenience retail is all about “Basket Spend”. And it’s true of pretty much all the grocery and forecourt outlets.

The grocery industry is obsessed with it and has become very, very good at it. From siting the milk (the No.1 footfall driver) at the back, to floor routing, category management, planograms, co-location, adjacency planning, till queues offers, impulse siting and even eye line tracking, there is a whole world of measures designed BIKEBIZ.COM

to make you buy more than just the pint of milk you went in for. Still not convinced? Just for fun, let’s just reverse this for a minute. What if Tesco and the like served people milk the way we serve often inner tubes? Imagine this: Yesterday I went into my friendly local grocery store and I said to the chap behind the counter “I need some milk please”. He sighed a little inside (as I was probably the

sure to shake it first to mix it. If you’re making tea, you’d want the green top one which is semi skimmed and homogenised so the cream doesn’t separate, and if anyone in the house is on a diet, the red one, skimmed, which is really thin and watery that nobody else likes, got that?” I paid for my single pint of milk, thanked the friendly and knowledgeable member of staff and left.

“We’re not corporate like Tesco, but we can still take a few tips.”

John Styles tenth person that day who needed to be served milk) and said “what type do you need?” I looked at the display of milk (behind the counter) and said “well I’m not sure, it’s to go on Crunchy Nut Cornflakes...?”

He turned around and reached down a pint of gold top and said “OK, we sell three types of milk, for Crunchy Nut Cornflakes, you need this milk with the extra cream, be

Sounds absurd doesn’t it? Only because we’re used to being treated in completely the opposite manner by Tesco and the like. Now of course, in the cycle trade, we’re not Tesco, we’re not corporate and we don’t all want to be like them.

But that doesn’t mean we can’t take a leaf out of their book when it suits us? Let’s start with the humble inner tube, the cycle trade’s No.1

footfall driver. In the 300 or so shops I’ve been visiting (for the last ten years) I’ve heard a few shops offering added value when selling inner tubes. And a few up-selling and cross selling. But not so often, I’d have confidence we’re making the best of our number one sales opportunity, day in and day out.

STEP 1 – DOUBLE YOUR UNIT VOLUME WITH ADDED VALUE Now, 20 years ago when I worked alongside Patrick for industry giant P&H the key objective for almost every dairy supplier (and every retailer) was this: “How do we get consumers to buy two pints of milk instead of one?” Almost every supply offer, suggested fridge layout and location siting was all about this. So, nowadays, your first step towards spending £20 was most likely putting two pints of milk (75p) in your basket instead of one. So what’s the lesson for the cycle trade? Get a poster up, or several: ‘TUBES: £5.99 or two for £10.00’. And so on. Let’s send more customers out the door with two (or three, or four) tubes instead of just one.

BIKEBIZ APRIL 17

SHOP SALES BOOSTER

I NEED AN INNER TUBE

WHAT SORT OF INNER TUBE?

1. SEARCH ONLY

2. SEARCH & DIRECT

Here it is, That’s £5.99. Bye.

I’ll leave this in your basket. Feel free to look around for anything else you might need…

STEP 2 – RE-SITE YOUR NO.1 FOOTFALL DRIVER Now, what else did Tesco do to us?

They put the milk at the back, where we have to pass everything else in the store on the way in, and on the way out. And where are your tubes? Quite often they’re right by the till, so when a consumer asks for one you can quickly and easily serve him. Noble intention, poor for profit. So how about siting them at the back of the parts and accessories section. They need to see what else you have.

STEP 3 – BOOST YOUR BASKET SPEND WITH... BASKETS We’re talking about Basket Spend here, so let’s be quite literal about this, how about buying some baskets? Pretty much every other store on the High St, whether small or large, has shopping baskets.

Every shopping site on the web has a basket. Baskets free up the consumers hands (and minds) to buy more stuff. You’ve never needed them before because most people buy just one or two things.

That’s a self-fulfilling prophecy. If you want to increase your Basket Spend, you need baskets. You need ten. Place 3 just inside the front 18 BIKEBIZ APRIL

door (where nobody will use them due to the Runway Strip, described in Why We Buy by Paco Underhill.)

– they are just there for subliminal pre-conditioning. Then it’s five next to your newly re-located inner tubes. And two by the till. And in the bottom of every basket you put a laminated A4 copy of your inner tubes offer. And maybe you get the Saturday lads to cover them with stickers, less cornershop, right?

3. SEARCH & DISCUSS How many do you need?

Why? Did you know about our offer? I’ll leave these in your basket. Do you have trye levers and a good pump? Are there any other problems or questions we can sort out for you today?

we do this is ingrained habit, the cycle trade is perhaps last vestige of service in the High Street. Taking the customer to the till to complete the sale seems natural. It’s either Service or Self-Service. But why not do both?

You could choose to return customers to “self-serve mode” after you helped them. Point out some others things they may need, then make an excuse and leave

“It wouldn’t take much increase in Basket Spend to help you into the black more often.”

STEP 4 – USE THEM TO BEST EFFECT This is the most important thing of all, it’s what you do with the baskets. When you serve someone, pick up the basket, put products in them (especially the two tubes...) and hand them over to customers.

Take a look at the choices above.

All too often we follow Path 1 because after we serve a customer, both people feel compelled to conclude the transaction, to go the till and pay. Part of the reason why

them, basket in hand (Path 2).

When they arrive at the till, hopefully they’ll have found something else along the way. Or if they seem to want more assistance, broaden the conversation (Path 3).

Still feeling this is a bit too corporate, too commercial? If it eases your conscience any, try thinking of it this way. Every time your customer visits a supermarket, convenience store, corner shop, forecourt or High St Multiple, they are going to be offered a slab of

chocolate for £1 sitting right next to the till. Perhaps we have a duty to sell a few more cycle products to keep the nation cycling and counter act those calories?

It might take a while for consumers to get used to buying two tubes instead of one but perhaps in two to three years’ time we can look back and ask the question: ‘How much is an inner tube in a bike shop?’

A £5.99 B £10 C £20 Answer C – £20. I can’t seem to get in and out of bike shop without buying two tubes, some patches and a new set of tyre levers.

And that’s all incremental profit.

As several store owners put it to me recently “we only make money seven months of the year, the other five we just try to keep out of the red.” Of course, nobody is ever going to be rich off selling inner tubes. But it wouldn’t take much of an increase in your average Basket Spend to help put you back in the black more often. After all, every little helps. You can get in contact with John Styles via johnstyles2002@yahoo.co.uk BIKEBIZ.COM

WELDTITE

Updated packaging should make it easier for the customer to understand a product’s use

Fresh at 75 2015 marks Weldtite’s 75th year in business, but with a little rework of the packaging the brand’s looking as youthful as ever. BikeBiz talks to Weldtite’s Carl Davenport about lower prices, new products and more…

How’s business with Weldtite? Is it growing?

The business continues to grow year-on-year at a fantastic rate.

We’re exceptionally committed to continuing this trend, so we’ll be at more shows than ever this year, giving samples out to the public and promoting our individual brands. We’ve been around for 75 years now, so constant innovation and reinvention is part and parcel of what we do.

What has the dealer been asking of the Weldtite portfolio in recent years? Any specific tools they’ve asked for?

We’ve updated our Torque Wrench for 2015 so that it now operates as low as 2NM, which is especially important to the bike market. The biggest change this year will be a complete re-working of our Brake Bleed Kit. Look out for that in the second half of the year. However, the most significant product added to our portfolio this year will be the Jetvalve range of Smart Mounts, for CO² cylinders and inflators. There are some 20 BIKEBIZ APRIL

extremely clever, lightweight mounts in the range that we think consumers are going to love.

In the PURE range you have an eco-friendly offering – how are other Weldtite brands adding eco credentials?

We’ve recently changed the formulation of our Citrus Degreaser to a less hazardous mixture, so you’ll see the colour change from Orange to Yellow over the coming months. We’ve also made a concerted effort to reduce the amount of packaging used across all of our brands, and this has made a huge impact on the amount of waste generated from our products.

Any new products in the pipeline for dealers to be aware of?

We have a fantastic 4-Pack of lubes launching, which includes a 50ml Wet, Dry, and All-Weather lube, as well as a Dry Chain Wax all for an RRP of £11.99. We also have a ceramic lubricant in development that will launch before the end of the year. It will be available as both

a 100ml, and as a 50ml in our Ultimate Lube Pack.

You’ve new packaging – what’s been updated and why?

2015 marks our 75th Anniversary, so we thought it was about time TF2 and Dirtwash, two of our biggest selling brands, received a bit of a facelift. They’ve both been brought right up to date with a fresh new look, colour coded caps, and clearer product descriptions.

The new packaging looks really great on a retailer’s shelves, and we know that the performance of the products themselves are second to none.

Retailers will benefit from lower costs too, what lines are affected and how?

To give just a couple of examples, our best-selling TF2 Ultimate 400ml Lubricant Spray will retail £6.49 with more than 50 per cent margin, while our Dirtwash 1L Bike Cleaner will retail at £7.99, again with more than 50 per cent margin. There are some fantastic margins to be made this year.

What marketing plans have you in place to drive the portfolio throughout this year?

We’re so proud of the clean new look that we’ve just launched a new TF2 and Dirtwash retail stand.

It’s a premium metal stand that presents the products exceptionally well, and the stock pack that comes with it has a fantastic range of products for any bike retailer.

For the wholesalers, we’ve produced a sample case that contains all the best-selling lines from the TF2 & Dirtwash ranges, as well as the new Jetvalve Smart Mounts to help them showcase our products to the retailers. We’re really excited about the impact all of this will have.

How can dealers who are looking to stock Weldtite get in touch.

Who are the key distributors to link up with?

Because we’re not exclusive with anyone, dealers are able to pick up our brands from any of the reputable wholesalers. www.weldtite.co.uk BIKEBIZ.COM

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DENNIS The Cyclist team at last year’s Cycling Media Awards

A LIST OF CYCLIST AWARDS PPA Customer Direct – Magazine of the Year 2014

Publisher Nicola Bates

PPA New Talent 2013 – James Spender Bike Biz Awards 2013 – Magazine of the Year CMA 2014 – Magazine of the Year CMA 2014 – Best use of Photography BMA 2014 – Specialist Magazine of the Year BSME 2014 – Specialist Magazine Editor of the Year Digital Magazine Awards – Sport, Health & Fitness Magazine of the Year Digital Magazine Awards – Editor of the Year PPA New Talent – Team Leader of the Year – Sean Igoe

What’s next for Dennis?

With award wins and now two magazines under its belt in a relatively short space of time, what’s being planned by Dennis’ cycle publisher Nicola Bates? Jonathon Harker asks the questions…

TEN AWARD wins and multiple nominations…it’s fair to say Cyclist has made a big impact...

Since the launch of Cyclist in 2012, the magazine and app have won an incredible ten awards. From the Cycling Media Awards, to the publishing media industry’s highest accolades, the PPAs and BSMEs, the magazine and app, editorial staff, sales team, marketing team and editor are all being recognised for their exceptional performances.

We really are flying the flag for the cycling industry, and the team are delighted that their hard work is being recognised. The most recent wins saw Pete Muir, editor of Cyclist, recognised as the British Society of Magazine Editors (BSME) ‘Specialist Magazines Editor of the Year’ and, Sean Igoe, Advertising Director for Dennis Cycling, as the PPA’s talent award for ‘Team Leader of the Year’.

Subscriber retention is higher than you expected and sales numbers are up too. Can you put the success down to a few factors, or is it a combination of things? Has the growing cycling market helped?

There’s nothing more satisfying as a 22 BIKEBIZ APRIL

publisher than to serve your audience the exact content that they seek.

Dennis Publishing spotted a clear gap in the cycling market and set out to deliver a premium and aesthetically beautiful product that serves its market perfectly. Cyclist’s circulation is growing from strength to strength and we’re very pleased with our very first ABC of 25,707. Going into 2015, our subscriptions file now accounts for almost half of our total circulation.

We’re offering a product that is unique in its market, and uses only

content – if they didn’t we wouldn’t be seeing the success we’re having.

Presumably the success of Cyclist helped making the decision to launch Bikes Etc easier? How long until Dennis launches another mag?

With existing teams already in place in the form of editorial, advertising, subscriptions and marketing, the economies of launching another magazine made sense with Bikes Etc. We identified that there was an opportunity for a fresh approach to

“There’s no plans for another new mag, but never say never.”

Nicola Bates, Dennis exclusive photography, working with some of the country’s best photographers. We seek out undiscovered cycling venues around Europe that readers will want to visit and dream about. We seek to engage debate, inspire riders and surprise and delight with everything we do. Road cyclists want this

reviews in the market – yet still delivered in a premium and beautiful environment now highly sought by consumers and advertisers. Along with the impending website, we have now established a portfolio play in the market, with Dennis Cycling now being the UK’s premium road cycling media specialists.

There are no immediate plans for another magazine launch...but never say never.

Who knows what un-served opportunities lay around the corner?

How big is the Dennis team now?

In the ever-expanding Dennis Cycling Team, there are over 20 full time staff members now working on the portfolio. Headed up by editor Pete Muir, we have a content team of seven on Cyclist Magazine and, headed up by editor Wes Doyle, we have a content team of five on Bikes Etc. There are four full time advertising sales staff, lead by Sean Igoe, advertising director who many in the trade will know from being in the industry for a number of years.

Nin Virdi, ad manager, joins us from the Dennis Fitness titles. Jake Adams, senior sales exec, joined Dennis from BikeBiz, and Patrick Stokes, sales exec, joins us from our Graduate Intern programme at Dennis. The sales team were recently nominated for the PPA’s Sales Team of the Year following a fantastic 2013/14, where they established a brand new portfolio in the road cycling industry. www.dennis.co.uk BIKEBIZ.COM

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ICEBIKE

IceBike Dons a new cap Wearable tech, electric bikes, B2B upgrades and IceBike; 2015 has already been busy for CEO of Madison and Sportline Dominic Langan. Mark Sutton finds out what’s next from a rapidly evolving business…

How was the move to the MK Dons arena received?

The number of people attending iceBike* 2015 was up 18 per cent and the number of actual accounts was up 16 per cent, so the new venue helped draw more people to the show. That was half the job. At the show itself, we also had a great response with some really positive feedback. One journalist wrote to us saying “iceBike* was the most enjoyable expo I’ve ever been to.”

You can’t hope for much better than that.

Are people staying at the show longer with more content on offer?

Yes. We had over 65 stands all showcasing the best and newest products so there is a lot to see.

Over the three days we had 860 subsidised rooms booked at our partner hotel, so people were staying for multiple days to see everything.

How much value do you feel product presentations add?

We have much more than just BIKEBIZ.COM

product presentations at iceBike*.

We use the booths to go into detail on the products, but the seminars are focused on educating the attendees on wider brand stories, for example the scientific benefits of compression.

We also invite experts in retail to present on a range of topics from how to “Build loyalty and community among your customers” to “Making the most out of the internet.” As

We were really happy with the media attendance and coverage of the event. It is must-attend event for media because so many brands launch new products and ranges at the show; this year’s show even hosted the global launch of Ridley’s 2016 cyclocross range.

This is a big undertaking for Madison. What kind of effort and

“I think wearable tech is really going to cause a stir in the coming years.”

Dominic Langan well as this, we invite ACT, ATG and Shopatron to attend and support our retailers, ensuring they are getting the most out of their visit.

With 50 per cent more media in the house, do you see iceBike* as becoming a must-attend for cycling journalists and bloggers?

preparations go into putting on a show like this?

We did a quick calculation and it turned out that the set-up and pack down of the show space came to over three thousand man hours, almost two thousand of those on the weekend. That really demonstrates how much work goes

into the show production, not to mention the pre-show organisation and post-show follow-ups. It is a huge operation and I’m proud of the great job the Madison and Sportline teams do.

Overseas brand reps flew in for iceBike* – what do they take from time on the show floor?

Our international brands all recognise the value of iceBike*. So much so, we were pleased to host people from all levels including the owners of Lazer, Park Tool, Finish Line and Ridley. The UK is a key territory for all of our brands so this is a great opportunity for them to meet with key accounts and Madison’s sales team and keep them up-to-date with the latest news from their brands.

How’s business at present?

Madison goes from strength-tostrength and all aspects continue to grow. Recently we have added a number of exciting brands to our portfolio with huge potential in the BIKEBIZ APRIL 25

ICEBIKE

A handful of the key launches from iceBike*, including fresh brand addition Compressport who held seminars on the science behind compression gear

UK, including Compressport and Quad Lock, and built on the brand teams accordingly.

We are heavily activating Lazer’s sponsorship of British Cycling as the official helmet supplier for Team GB to drive the brand forward in the lead up to Rio 2016. We also see Pearl Izumi as a huge growth area; with the new outlet store open in Gunwharf Quays in Portsmouth, we are now able to support our retailers with a buy back at the end of the season. We are expecting 2015 to be a strong year.

Which of your own labels have particularly impressed with innovation this year?

Every day I am impressed with the innovation coming out of our own brands. We will have the 2016 bike launch this summer and there is some really exciting stuff to look forward to. But at iceBike* the new ranges from Madison Clothing are fantastic and the Adventure Bikes Café series, unveiled at the Sportline Show, received a lot of attention.

26 BIKEBIZ APRIL

What trends or tech do you foresee making waves in the industry through 2015/2016?

Without wanting to sound too ‘on trend’ I think wearable tech is really going to cause a stir in the next couple of years. It is something we are also investing in and now have a number of wearable tech brands in our

You’ve invested heavily into the B2B in recent years – how has that been received?

B2B has been one of our focuses for a few years now and is something we believe makes us stand out as an industry leader.

We are always listening to retailer feedback and changing our offerings accordingly, and B2B is

“We’re also investing in e-bikes, with new Ridgeback launches.”

Dominic Langan portfolio, including Garmin, Recon Instruments, LifeBeam, Compressport, Quad Lock and Lazer. We are also fully investing in e-bikes and driving it forward, including our own brand Ridgeback, which is using Shimano’s innovative STePS system on the Electron, the new bike launched at The Sportline Show.

no different. As others follow our lead into ecommerce we are continuously investing to make improvements to stay ahead.

There is a big upgrade planned for this year and serious investment in resource has been made to support our digital marketing and internet-based business ambitions.

Where does the average sale price of a bike sit nowadays? Is it true that the value is steadily rising in the market?

Bike pricing has not changed dramatically in recent years as it is a highly competitive market place in which the consumer continues to enjoy fantastic value for money.

The Adventure Bikes range has been heavily revamped for 2015 – are you investing in the everyday family sector as much as the higher end?

Between Madison and Sportline, we have a full range of products that cover all sectors whether that be road, MTB, commute or family. It isn’t a new direction we are taking a such, as Ridgeback has been a key brand of ours for many years but the new Adventure Bikes Café Series did stand out at The Sportline Show with its all-new look and feel. www.madisonb2b.co.uk www.sportlineb2b.co.uk BIKEBIZ.COM

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MOORE LARGE: GEARED

New gear at Geared Bobbin, Sigma, Alpina, Peugeot, Segway…new brands, exclusive signings and fresh products were shown off at Moore Large’s Geared house show last month. Jonathon Harker reports from the Derby-set event…

MOORE LARGE HQ’s showrooms have been vastly expanded to accommodate a broadening portfolio that includes a number of new brand signings for the firm.

German brand Alpina is well established in Europe, with three decades experience in cycle and skiwear. Now with the Derby distributor, Alpina’s range has the high end well covered, including the Elexxion TT (£129.99) and Pheox racing helmet (£94.99). The range covers enduro, MTB, touring, juniors and just about anything else you can think of. Moore Large’s helmet house brand Apex has been expanded too, to ensure the value end of the market is well covered by the distributor.

Ducksmart has a new home in Moore Large, offering the Earth Mover and Bike Ezee cleaners, while last summer’s signing Silkolene and its lubricant range were also showcased at Geared.

BIKEBIZ.COM

Well established-Peugeot is now bringing its e-bikes to the UK market through Moore Large. Using Panasonic and Bosch systems, the brand has plenty of experience in electrical assistance having supplied the French postal service for a decade, providing Peugeot with chance to refine the bikes and tech.

Reliability is a big aspect for the

according to founders Sian Emmison and Tom Morris. How so? Well now orders can be made via a B2B, one of many ways the brand is benefitting from Moore Large’s distribution infrastructure. Year-on-year sales have grown a lot, the brand tells BikeBiz, and now there’s room for Morris and Emmison to develop some top secret

Peugeot e-bikes come with free cycle recovery included.

brand, which offers free cycle recovery. Sticking with e-bikes, the ink was drying on a deal with Segway to bring its electric bikes to the UK. Bobbin signed with Moore Large at the end of last year and it all means better service for the dealers,

ideas that have been stuck on the drawing board for years. Watch this space. By the end of June, Bobbin’s kids bikes will be arriving The brand began in 2007. Organic growth saw it move from an

appointment-only shop to going wholesale-only in 2012. The customer mix is around 80/20 per cent in favour of females, though Bobbin is careful to avoid blatantly segregating the range, which specialises in leisure and commuter rides.

Sigma has been with Moore Large for a number of years but announced it was going exclusive back in September. The German brand’s line-up includes cycle computers and RC Move heart rate monitors that also work just as well for runners, joggers and the like, as well as cyclists. The range is being complemented with the launch of new software – the Sigma Move App – which is free thanks to a code included in boxed product to download. The app captures user data that can then be accessed from all devices.

Knog now has a combo version of its Milkman steel cable lock, but it is the lights that are seeing the biggest BIKEBIZ APRIL 29

MOORE LARGE: GEARED

SHOW HIGHLIGHTS:

changes, with new LED tech, more reflectors to intensify lights and a bespoke beam angle. Knog is addressing the fact it didn’t have a product that fits an aero bar and the brand has some secret developments in the light line-up coming soon.

Crucially the upgrading has all been sensible, the brand reassures, so run times are not adversely affected.

Not only that, but its Qudos action light, so cameras can still roll when it’s dark, is being complemented by an equivalent designed for smartphones.

Via an app and a low energy bluetooth connection, users can change lighting levels and beam angle remotely. The android app is being finalised and will be available soon, the brand tells BikeBiz. Forme’s bike range has been refined, with a renewed focus on everyday riding. The simplified line-up has plenty of sub-£1,000 options and now compact models aimed at the female market and for juniors too.

30 BIKEBIZ APRIL

PROVIZ'S EXPANDED LINE-UP INCLUDES THE SWITCH JACKET HARO’S OLD SCHOOL RACE PLATES

Updated graphics and paint schemes, including a classic British racing green, can be seen in the Forme range, as well as some trail bikes. MTB is one side where we can expect to see developments and September will see more bikes landing.

Still riding with a dull coloured chain? KMC has some fresh colour – shiny green, yellow and purple – versions of its S1 chain, complete with a durable coating that lasts two to three times longer than your average, according to the brand.

Kenda’s latest includes the Kwick Seven.5, a 650B tyre with a versatile tread pattern that can handle urban environments. Kenda also has the Juggernaut Pro – its first fat bike offering for the sizeable market.

Lake might be saving most of its new launches for September, but there’s new footwear in the range in the shape of the MX160 and MX175.

Both MTB-orientated, the 175 differs with Mudstuds and a side mounted

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BOA – the 160 sporting triple hook and loop straps. There’s also now a black version of the MX331.

Haro’s phasing out of boring old model numbers means the 2015 bikes all have a bit more character with memorable names like Downtown, Boulevard, Midway, Plaza and SD (San Diego). 2015 also brings an expanded race line, with a high-end carbon clutch frame. The brand’s aftermarket Lineage line includes some limited edition offerings and new stems, pedals, forks and sprockets. Haro’s old school race plates have proved very popular, shifting around 600 in just one week, according to our sources.

The Sprint 350 clincher has long been a big seller for American Classic and has been updated with wider rims and readiness for tubeless. The MTB Carbonator tubeless is all-new, in 27.5 and 29-inch versions. At £999.99, the 29er weighs 1,676g for the set and 1,595g for the 27.5,

Proviz’s success with the Reflect 360 jacket (seeing 350 per cent year-onyear growth, BikeBiz was told) has spring-boarded a second lighter edition as well as a Reflect 360 Gillet and a junior version. Rucksack covers and helmet covers sporting the same super reflective material are coming too. The reversible Switch jacket has classic high vis yellow on one side, then reflect 360 material on the other, providing options for commuters.

An interesting development is a foray into more sporty gear, including a race jersey with subtle reflective detailing woven into it. At the prototype stage and launching in the summer, it could be the start of a whole new line and market for the brand. There’s an update on Proviz’s original Triviz light system coming too.

For more on Proviz, any of the brands listed above or those we didn’t have room to feature, chat with your Moore Large rep. www.moorelarge.co.uk BIKEBIZ.COM

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Measurements: W60xD37xH195cm

www.PowerBar.co.uk Distributed in Ireland and Northern Ireland by: lifecycleb2b.com Tel; +353 1 843 3712 email; info@cycle.ie

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REGIONAL SPOTLIGHT

REGIONAL SPOTLIGHT: Wales and the South West

From Colwyn Bay to Penzance, Wales and the South West has a number of bike trade stalwarts and start ups alike.

Jonathon Harker collates the stats, facts and opinions…

YOU DON’T need BikeBiz to tell you that these five pages of words are only enough to barely scratch the surface of the cycle industry in Wales and the South West.

There’s hardly time to mention the influence of Welsh cycle stars like Geraint Thomas, Manon Carpenter and Luke Rowe, for instance, but hopefully we’ve found space to uncover a few prized nuggets of information, unearth some insight as well as provide some words from more familiar names associated with the regions.

MANUFACTURERS Among the P&A firms to have set up home in the South West is Muc-Off. Based in Poole, the firm was set up in the early ‘90s by Rex and Marilyn Trimnell. Now Muc-Off is steered by Rex’s son, MD Alex Trimnall. “We are certainly experiencing the boom in the cycling industry first hand,” Trimnall tells BikeBiz, adding that retailers in the region are tapping into wider trends. “We have found that local IBDs are adding value to their services and choosing to invest in bike fitting and workshops. There are also a number of cycling inspired cafés running their own cycling clubs and rides, which is creating a thriving community.”

Muc-Off says it is well represented in stores across the BIKEBIZ.COM

region and it dedicates time and cash to local events and teams.

“A huge benefit to being in this area is the fantastic riding that is right on our doorstep. The Purbecks and Canford Heath are perfect for our in-house product testers,” adds Trimnell.

Wales also plays host to a number of P&A manufacturers, including Fibrax, creating brake pads, cables and components at its Wrexham location in North Wales.

Set up in 1902, the firm has been serving the market since the ‘70s.

When it comes to bike manufacturers of scale, the South West lays claim to hosting one of the three largest in the UK, Bradford-on-Avon’s Moulton.

Moulton was set up out of a research team created by Bradfordon-Avon rubber manufacturer Spencer Moulton. The team – including Dr Alex Moulton CBE – helped develop the suspension system used in over 12 million cars (including the original Mini) and then onto the small wheel, full suspension Moulton bicycle in 1962. In 2012 Moulton produced a limited edition Jubilee 50 bike to celebrate the milestone and promptly sold out within days of release. More recently the manufacturer joined the Prime Minister on a trade visit to China, resulting in a special £500,000 BIKEBIZ APRIL 33

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POLITICAL THE ACTIVE Travel Bill is a key piece of legislation for cycling in Wales. Passed in 2013, the bill, branded a world first, makes it a legal requirement for local authorities to plan and deliver routes that link up hospitals, schools and shopping areas with traffic-free routes and cycle lanes. Streets ahead of anything Westminster has brought in to date, the bill closed for public consultation last year, prompting Jane Lorimer, national director of Sustrans Cymru to say: “For too long simply painting a small section at the edge of the road a different colour has passed as providing for cyclists. This new design guidance clearly signals the dawning of a new approach where high quality and continuous routes, separated from traffic, will start to become the norm.”

In the South West, perhaps one of the most eye-catching positions of power is that of the Mayor of Bristol, a position currently being filled by George Ferguson CBE, who also

Plymouth’s Rockets & Rascals

Bespoked Bristol

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REGIONAL SPOTLIGHT

George Ferguson, Bristol Mayor

happens to be founder of sustainable transport charity Sustrans. An independent candidate, Ferguson won the role with 31,321 votes (his closest rival at 25,896) and he is a keen cycle advocate with a self-stated aim of making Bristol ‘the most liveable city in the UK’. His commitment to improve the cycle network towards best European standards, cut commuter congestion and reduce emissions has led to him being spoofed about his ‘war on cars’ with a tongue-in-cheek song just last month.

Wales’ Cranc Cyclesport

contract with the nation to supply a special Moulton bike.

Temple Cycles is a smaller scale manufacturer operating in the South West. Pitching itself as a maker of “simple, practical and stylish bicycles” Temple specialises in bespoke builds, usually for people in the South West. The firm, founded last year, is aiming to keep as much production in the UK as it possibly can.

The firm has been establishing itself through events, as founder Matt Mears tells BikeBiz: “We have been doing a fair amount of street promotion and events and have met so many people who are interested in cycling. Our bikes attract quite a lot of attention, so we have inquisitive customers asking about all the finer details such as what sort of paint we use, who makes our head badges and what sort of steel we use.

“One of the aspects of our bikes is the classic style. Many bike shops seem to think that this isn’t so popular anymore, but we cater for a different audience. Our customers care about the aesthetic as well as the ride, quality and spec. I fell our bikes cover all these bases well and that’s why we think people buy them.”

Sticking with smaller bespoke manufacturers, the South West plays host to the UK’s handmade bicycle show, Bespoked. Aside from last year’s Lee Valley location, the show has been based in Bristol since it was set up in 2011. Set up

by Phil and Tessa Taylor, Bespoked got underway with 40 exhibitors and last year attracted over 120 with local exhibitors and also from further afield, including USA, Australia and Taiwan. This year the expanding event is taking place over two venues – Brunel’s Old Station and the Arnolfini Gallery.

EVENTS Generally the pundits we spoke to felt that cycle events were on the rise in the South West and in Wales alike, including Cambrian Tyres’ Shelley Childs. He tells BikeBiz: “Wales is nailing the events sector with some superb international and national events taking place annually, including a host of sportives, IronMan Wales, Velothon and the hugely over subscribed Dyfi Enduro.”

The brand new Velothon Wales has been generating plenty of

column inches: Set to take place in June, riding through Cardiff and surrounding towns and villages, it looks set to welcome up to 15,000 recreational cyclists on either a 140km or 50km route, while pros will tackle a 194km course, taking in The Tumble and Caerphilly Mountain. The same weekend sees Etape Eryri in Caernarfon.

South Wales will also see the brand new Change Gear Sportive, running June 21st in South Wales, covering the Vale of Glamorgan beginning in Penarth. Featuring The Bwlch mountain pass, Cardiff and Swansea bike shop Tredz is supporting the ride.

Welsh retailer County Cycles has played a key role in cycle events in the country. Co-owner Peter Jones has branched into events with sister company ‘Merlin Cycle Sport’ with colleague Phil Edwards. The brand was behind the Merlin Sportive which regularly takes over 800 riders over the Black Mountain on the edge of the Brecon Beacons every June. The firm raises a lot of money which is fed back to several

“Wales is nailing it with some superb international and national events.”

Shelley Childs, Cambrian Tyres

local charities and in 2014 Merlin Cycle Sport held the first ever ‘Welsh Cycle Show’ at Newport Velodrome. While judged a success the show sadly got postponed this year. Due to health issues with both Peter and Phil over the winter, prep time for the 2015 April show was so diminished that the show was knocked back until 2016.

Down in the South West, July’s Bontrager TwentyFour12 is hitting its tenth year. Taking place at Newnham Park near Plymouth, live music is coming to the show this year as well as live screenings of the Tour de France. For the riders, it promises the same ‘something for everyone’ mix including the marathon 24-hour race and two hour options – starting at midday and the Torchbearer at midnight.

Meanwhile SkyRide continues to be popular, closing off Plymouth’s city streets for the fourth time this BIKEBIZ APRIL 35

REGIONAL SPOTLIGHT year. 13,000 have turned up to Sky Ride big bike events in the past.

2015 will see the first edition of the South West Cycle Sport Show.

Hosted at Falmouth University’s Penryn campus, the show has been organised by Derek Heelis and will be combined with the South West Urban DH Championshops, now in its third year, organised by the Carrick Riders.

SPACE TO CYCLE Thanks to high profile recent launches like Bike Park Wales and plenty more smaller scale entries over the years, trail centres are synonymous with cycling in Wales, but they’re only half the story according to VAM Performance’s Audrey Jones: “We enjoy some of the finest cycling country in Britain, stretching through the mountains of Wales to the coastal routes beyond. The variety of the terrain reaches across the various cycling disciplines. Over the past few years the existing trails and MTB visitors have made a massive difference to the economic health of North Wales. The pursuit continues to grow with new cross country trails and improved facilities planned at Coed y Brenin and a downhill specific area being developed at Llechwedd Quarry in Blaenau Ffestiniog.”

The Tour of Britain’s return to Wales, with Wrexham hosting the finale of the race, is the third successive year the world’s top cyclists will be racing on the region’s roads, helping to pump millions of pounds into the local economy. Last year’s 124-mile stage, which finished on the Llandudno seafront, attracted 110,000 visitors with an estimated gross visitor spend in North Wales of £3.3m.

While the region’s landscape is a boon to local cyclists and tourism, it also provides advantages to staffers from the industry – if you’re in the trade, there’s a good chance you like to get on two wheels yourself every now and then.

Shelley Childs of Cambrian Tyres provides his take on the local riding in mid-Wales: “The terrain, both on and off road, means we have some great trails here in Mid-Wales on our doorstep and the roads are nice and quiet and in a good state of repair compared to other parts of the country, that’s according to visiting cyclists!”

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MEDIA HOTBED EMPLOYMENT & INFRASTRUCTURE While the riding is a positive, the region does present challenges for cycle businesses. Cambrian’s Childs explains: “Attracting staff [is a challenge] as the region has one of the lowest average wage in the UK. We like to think that quality of life more than makes up for that!

“In terms of bums on saddles, the road scene is healthy with a nice influx of new blood, yet the infrastructure doesn’t do much to attract commuting and I’d say that this needs to be the main focus in the coming years as current levels seem very low. The region hasn’t benefited much from any kind of Olympic legacy. There is no closed road circuit in Mid Wales, meaning that just in our town, we have 100

Are you a budding cycle journalist? Aside from the obvious benefits of heading to London in search of a job, you wouldn’t go far wrong if you upped sticks for the South West, a true hotbed of cycle media, largely based in the county of Gloucestershire. Why? Aside from the picturesque riding, which to be fair you could find in many parts of the nation, it’s probably largely down to the presence of Future Publishing.

While the media publishing behemoth now has no stake in the cycle world having sold its

cycle assets to Immediate Media last May, its enviable portfolio has blooded many of the nation’s best known cycle journalists who have naturally stayed local and gone on to set up their own companies, whether media agencies or rival sites and magazines.

Gloucestershire plays host to Immediate Media (including MBUK, What Mountain Bike, Procycling, Cycling Plus, 220 Triathlon, BikeRadar and Cycling News), then there’s road.cc, Shred, Boneshaker and Shift Active Media, among others.

“The region hasn’t benefited from any Olympic legacy.”

Shelley Childs, Cambrian Tyres kids each Friday night doing circuits of a car park, when ideally we would have them on a circuit or outdoor velodrome which would self-generate further interest with parents and peers via structured competitions, not to mention the opportunities for the budding amateur too.”

In terms of infrastructure, cities in Wales are like those in much of the rest of the UK that jealously look to the kind of cycle facilities London is set to offer with extended protected cycle lanes and the like.

Childs says: “We face the same issues as many parts of the UK on the infrastructure side of things, even down to the outdoor velodrome idea. How much would that save the NHS in years to come? These sporting venues need to also be targeted to the GP referral systems so that cycling is used for health rehab like any other exercise. Also, long term strategy is needed to build some more cycle paths to run between major local towns to kick start our commuting sector. This is probably the biggest difference in cycle usage compared to cities like London.”

DISTRIBUTION While the Midlands is probably the BIKEBIZ.COM

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REGIONAL SPOTLIGHT

Silverfish HQ in Saltash

Moulton Bikes (left) has been operating in the South West for 50-plus years

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first place you’d look if you were searching for distributors, the South West lays claim to a few famous cycle businesses. Probably furthest south west of them all is Silverfish.

The 16 year old firm has moved and expanded three times but has never been tempted to up sticks to the distribution heartlands of the Midlands or basically anywhere near the M1.

MD Darren Mabbott tells BikeBiz: “We’ve fairly quickly expanded in the last few years and we’re still focused on committed to the South West and staying in Cornwall.

“I think it’s a good place to work – people enjoy it.”

“We’re very conscious of being a Cornish business. It’s not a hotbed of cycling, but it is getting bigger quite quickly. There are a lot of events down here and it’s getting even stronger.”

While being close to the coast might not be top of the list when you’re locating a bike business, it is definitely core for Silverfish, as Mabbott explains: “For us, the beauty of Silverfish being in Cornwall is the beach. Genuinely.

When you move down here we joke about a lifestyle tax. I guess we all pay it, there isn’t much industry down here. We’re a distribution business. We could be in Milton Keynes or in the Midlands and for certain aspects of the business it would be easier to recruit, but our location is actually a big part of who we are – we used to close early on Friday to go surfing, we’d disappear off camping in Cornwall.

That’s where Silverfish came from.”

The local riding is good too for a company that includes a fair few mad keen cyclists.

“As you get bigger you can’t all be mad keen cyclists, but the core team is very much all into cycling and one of the beauts down here is it is phenomenal cycling. It’s straight up and down. There’s great MTB and road biking as well and some cracking south breaks. And we all like to do some break and wake boarding as well.

“It’s challenging for retailers in the SW, but it is a beautiful part of the country to live. As a distribution business we can do two day delivery into Germany and next day delivery to anywhere in the UK. “We wouldn’t be any quicker if we were based further up the line.

“Obviously we spread our risk throughout the country, so a

retailer will be more affected by the local economy.”

“Sales meetings generally end in wake surfing,” Mabbott reveals. “I guess we have always had that South West/surfing/pasty eating reputation…I guess it is right!”

Moving further inland, other key distributors serving the trade include Cycling Sports Group UK, Paligap and Saddleback, among others. When taking into consideration the global brands they represent, including the likes of Marin, Yeti, Cannondale, GT and Felt, it’s probably fair to say the region is punching above its weight. It’s worth noting that many of those distribution houses have in-house design teams producing product (if not manufacturing it) that will go on to be used over the world, including CSG UK’s Fabric design team.

Dorset also plays host to business management software firm EVOPOS. The brand has just launched a new upgrade for its EPOS software, pitched as its ‘all-in-one cycle dealer solution’.

Covering quick and easy to use POS, comprehensive stock control, workshop organiser, hires, accounts and state of the art automated SMS and emailing marketing, the new version also enhances eBay integration along with new eCommecre integrations for BigCommerce, Magento and nopCommerce.

UP NORTH Meanwhile in North Wales a younger distributor on the block, VAM performance, plys its trade.

VAM was founded in 2013 by family team Alexander Jones – former racing driver – and Audrey Jones, from the marketing and business enterprise sector. The firm brings in a number of US brands like Cadence cycle clothing, Inside Line Equipment handmade luggage, No.22 Titanium bicycles and – from Italy – Spada handmade wheels.

“The business focus is on discovering and marketing new products that bring a new dimension to the existing range of sporting goods in the UK and Europe, Jones tells BikeBiz. “Top of the VAM agenda is quality product with great customer care and after-sales service.”

Retailers operating in the North Wales area must be acutely aware of the local economy’s high BIKEBIZ APRIL 39

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REGIONAL SPOTLIGHT retirement population – the economy of North Wales was last year worth £10.6 billion, representing £15,500 per person – just 72 per cent of the UK average.

Wales’ relationship with the North West of England is crucial too, says VAM Performance’s Jones: “The economy has a cross-border influence and interest with the areas of North West England. Many people in NW England work in North Wales while many people from North Wales work in NW England. This crossborder working is of high importance to the economy and to individual businesses.”

RETAIL FOCUS A number of industry players believe Wales is undergoing a strong period for bike shops.

Shelley Childs, brand manager at Cambrian Tyres of Aberystwyth, says: “Certainly there is IBD expansion in terms of bricks and mortar with two local dealers to us either extending premises or moving to bigger plots. They both see the need to offer the customer more than just the products on the shelves with plans for increased social activities based at the shops coupled with café/hang out areas.”

One of Wales’ biggest industry players, Wheelies, thinks the signs are positive for retailers in the region too. Director Keith Jones tells BikeBiz: “In general we have found more cycle shops are opening in the region lately as opposed to three or four years ago when shops were closing.”

In Carmarthen, Cranc Cyclesport opened in a purpose-built premises in 2014 and is already experiencing high levels of demand and a loyal customer base. Situated out of town with a private car park and within close proximity to great road riding and the Brechfa Forest MTB trails, owner Andy Rowlands explains that there are a number of reasons he believes that have contributed to the early success: “We are not just a bike shop. We are the only official Retul Bike fitter in Wales and we stock only the very best products that our customers are asking us for with a focus on custom builds and high levels of customer service.

“On top of this our first floor coffee shop has proven hugely popular with the locals. From business people wanting meetings BIKEBIZ.COM

away from the office to local social groups and, of course, to the local cycling club and cyclists passing by from across the region.”

South Wales’ County Cycles has been established for 30 years in Carmarthenshire. Originally started by the late Jon Antoniazzi, it has been run by husband and wife team Peter and Sandra Jones for the past nine years. When the duo took the business over, County Cycles was focused on MTB and hybrids, offering only one road bike. Now the shop’s balance of MTB/road product is very different – in 2007 it was awarded dealer of the year from Wilier and ATB Sales.

In 2011 they took on James Walker who has several years experience in the cycle trade with different retail businesses.

“As a store we have not risen to the call of the internet and web sales yet,” says Walker. “We do have a website and keep up to date on social media but we all enjoy the face-to-face customer experience and by the amount of returning customers and regulars we have there is still a place for personal interaction in retail.”

For the past four years County has been the sole distributor in Wales for Condor Cycles of London. The shop’s frame building process has gone from strength-tostrength and has now taken on Ceepo triathlon specific frames.

“This has tied in nicely with the Welsh Ironman event just down the road in Tenby as many of our customer travel from that area to our store,” Walker tells BikeBiz. Now the retailer feels it has outgrown its premises in Cross Hands and is currently in the process of moving onto the local business retail park. “It’s a large retail unit giving us almost three times the working space all on one level with a decent sized car park and (because we like to move with the times) an in-store coffee shop to help cater for the caffeine needs of the modern cyclist.”

Like Wales, the South West is full of well known cycle retailers, not least in Bristol and further south west, the latter hosting Rockets and Rascals. The 2,300sq ft shop and café (serving locally made café and snacks) opened in Plymouth’s Barbican district in 2013, followed up by a second Rockets & Rascals in Poole, Dorset. bikebiz@nbmedia.com BIKEBIZ APRIL 41

SILVERFISH UK

Silver service Off the back of an expanded HQ in Saltash and a couple of record sales years, Jonathon Harker headed to the South West to speak with Silverfish UK MD Darren Mabbott…

Silverfish UK MD Darren Mabbott

IT’S BEEN a strong couple of years for Silverfish, with record breaking sales. How come?

We’ve invested in people and we saw a lot of growth last year through expansion in Germany. We have five brands we’re distributing there, Yeti being the biggest.

We found a lot of growth was organic. Two years ago we had a fairly tough year, I think the whole industry did. The weather was atrocious and we were so far off target by the time the Olympics started – shops were shut in April because of the bad weather. Of course the Olympics arrived on the TV and all my suppliers could see glorious sunshine. It looked like we’d been spinning them a yarn! From that August onwards we have beaten company targets every month.

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We’ve expanded into road as well. All of our customers were asking us for road product and a lot of us ride road so it felt like a natural progression. We’d go to Eurobike but so many of the brands are samey. We wanted a good fit

competitors have a competing shoe or helmet line and you had to commit to the whole lot. It was a good immediate ‘in’ into a lot of road stores because we had a full and immediate product range.

Super Caz came on board the same

“Since August 2012 onwards we have been absolutely flying.”

Darren Mabbott, Silverfish

for us and Spiuk felt like that and Ritte too. Spiuk is a big Spanish brand but it had very little UK presence, probably because it’s such a big range and most of our

year and Skratch is a fairly new addition and really part of the growth plan for this year.

We have been looking for a nutrition brand for some time. We

started talking to Skratch a while ago, but they weren’t ready to go global. Now I think that will be a big brand for us. With road we have eased ourselves in quite gently. Now with Ritte, SuperCaz, Spiuk, Easton… we have a massive road offering. And now we’ve got our own road time – Easton Ritte.

It’s really new for us so it’s exciting.

There are no brands here for the sake of being there. Every one serves a purpose. We always ask: “would we use it?” It’s something we need to believe in and feel passionate about to distribute and sell them. We need a good relationship, but the brand needs to be good quality and a good fit for us. All the brands we’ve got, many since day one, I guess are friends of Silverfish as well.

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SILVERFISH UK

Hannah Barnes on Yeti, Steve Peat back in the day was on SDG and Evoc. The Easton Ritte road team is a focus this year, but we’ve still got Flanagan and Scott Beaumont on Yeti and a new XC team for Yeti. It’s 30 years of Yeti so we thought it would be great to go back to their roots and they’ve phenomenal XC bikes in the range. I could go on for hours about sponsorships, to grass roots and trail centres.

We have a fairly big marketing team here now, for a long time that was Pete Drew on his own. The media landscape used to be just print mags and we had ten brands.

Now we’ve 20 brands and there’s online and social media and video and there’s so much more involved in putting your product out there.

We’ve always been pretty proud at what we do with our advertising and we wanted to get back to the early days of doing lots of it.

The newly expanded warehouse at Silverfish’s Saltash HQ

We’ve now expanded our sales rep base – we had three for a long time, now we’ve got five. We grew the in-house sales team. We expanded customer service and we’re doing more tech support, warranty and servicing work too.

We’ve invested in infrastructure too. We feel we offer good customer service and support and we feel that we’re pretty good at distribution and marketing.

Your growth has seen you increase the size of your HQ… This is our third expansion/move.

This time we grew into the unit next door. We’ve still got the other warehouse in Plymouth.

This year our focus is doing as good as job as we can with the brands we’ve got. We just want to BIKEBIZ.COM

drive more volume through the brands in our portfolio.

As Silverfish has grown a lot of our brands have too. We have always been fairly religious about non-competing product, but it gets more difficult as brands expand and get into other product areas. We make a commitment to carry their full product line, which I think is pretty unusual.

It is a partnership with suppliers.

They assist us at trade shows and they feel confident we are handling their brand as they would if they were here. There are quite a few of us that have been here a long time, so we have a long relationship with our suppliers and customers.

We get involved in demo programmes and series, athlete sponsorship…last year we got

Has it been a good 12 months for the cycle market generally?

I’d say definitely. I think yes we are good at what we do but there has been some growth in the market – nothing like what people would expect – and I think we are taking a bigger share of it. I think we are pretty well respected and we like to think we are good at what we do and offer a phenomenal service to our dealers. We are focused on them and improving customer service levels, like with our demos and product launches in stores.

You hold high stock levels so shops don’t have to wait for product?

Yes. Distribution businesses have changed and there’s a lot of choice for stores. There’s much more ‘just in time’ deliveries now. You used to launch a product and people would wait two months for it and be happy about that. Now everything has to be tomorrow. You have to grab your balls and get your forecasting as accurate as you can.

The days of me sitting down with Ritchie and licking a finger and sticking it in the air…we need to be more analytical and our forecasting has to be a lot more accurate. It’s a challenge. Everyone always wants stock for Easter, but it used to be more spread out through the year.

We take a phenomenal amount of stock in from January to March, which is why we had to expand our warehouse footprint.

I love the industry to bits, but we don’t half make life difficult for ourselves. 29, 26, 27.5, 27.5+...you look at it and understand it because we live it everyday, but I’ve friends who are super keen cyclists who ask my advice on what bike to buy as they have no idea. As an industry we need to get better at educating the consumer, but that’s difficult because we’re lots of different people and everyone has got an interest in pulling it this way or that way…that is part of the challenge.

As a distributor we work with the brands and retailers to get a feel for where the market is headed.

And looking ahead?

This year we’re absolutely flying. A lot of our customers love the super high end but a lot of what funds that is bread and butter moms and pop bikes and if it is pissing down then a lot of them won’t be taking their bikes out. Since August 2012 we are having proper seasons.

Spring and summer last year was phenomenal and then Nov to Feb have been our biggest ever. A lot of that is coming from brands we’ve been doing for a while like Mondraker and Race Face as well as Easton, Spiuk and Ritte.

Last year was fantastic but we were maxed out. Now with more space and staff it is giving us some extra bandwidth. We increased the skills in the business. It’s really exciting. Where will we end up?

There’s the new marketing team, Mondraker is through the roof already, then there’s the Easton Ritte road team and Skratch – we’re new to nutrition, but it has been really well received.

This year will be really good.

We’re pretty nailed on the team and if the weather stays like this the season will take off for everyone.

It’s up to us to be ready with the stock. I look at our portfolio and I feel pretty confident and I think our dealers are too. They have the confidence in us and when we bring in a new brand they know we believe in it and support it. www.silverfish-uk.com BIKEBIZ APRIL 43

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BIKE EXPO

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Event City rollers With 6,000 square metres of added space over the prior venue, Manchester’s Bike Expo has room to grow.

Mark Sutton handpicks some product highlights from the Event city exhibition…

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JUICY BIKES Currently in the process of updating its branding, Juicy Bikes of the future will all sport new chevron style logos, giving a nod to the brand’s Peak District heritage.

On the new bike front, the £899 Sport gives the brand another sub £1,000 build, with the key differences between this and the Sport Click being the removal of suspension in favour of a rigid fork.

Landing at the end of May, there’s also a limited yellow colour on the £899 folding build and Dutch style Classic Click.

The brand has also added a new credit offer to make it easier for retailers to pay for the stock.

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OD DESIGNS Working alongside Sandy Gilchrist of the Irish track cycling team, OD Designs has been busy producing a modular stand, of which a prototype was on offer in Manchester.

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Though we’ve not got a pic to show, we can tell you the new aluminium product is designed to hook the chain and seatstays, elevating the bike without restriction of the crank should you need to make a running repair.

BikeBiz was told that on spotting the rack trackside at the Paris World Cup, the Canadian team bought six of the early models. The 700 gram unit is expected to retail at between £27 to £30.

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FIBRAX Small, simple and probably one of the best new products on show in Manchester, Fibrax’s new UK made silicon frame protectors are one of those “why didn’t anybody do this before” products.

Workshop tubs of 150 of the coils are now available, as well as retail packs of six, which will retail for £5.

The best bit, there’s no need to remove cabling to add the protectors, they simply wrap

around, making it a job even for the home mechanic.

At present there’s just black, red and white coils, but a further colour is in the pipeline, BikeBiz was told.

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RACEWARE Now sold direct to retail accounts, RaceWare was looking to get the attention of any trade accounts doing the rounds at Bike Expo.

With new 3D printed carbon fibre mounts to show off, the label wasn’t struggling to draw visitors to the stand.

“As far as we know we’re the first in the world to be doing this,” said Martyn Harris of RaceWare. “Our parent company has been 3D printing in the UK for 15 years now, but this is the first time we’ve come out with printed carbon mounts.

We’ve got units for GoPro’s, Garmins, Di2 batteries and many more of the market’s most popular mounts. We’ve been working with manufacturers to tailor our mounts

to non-standard handlebars too.

You’ll find mounts that’ll work with Giant Aerobars, USE product and much more now in the range. Other brands won’t touch it because of the tooling costs.”

The new carbon mounts will largely retail for around £40 each.

RaceWare can now also customise mounts for a dealer or brand, with logos printed onto the finished product for a small fee.

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FAT LAD AT THE BACK Specialists in plus size cycle clothing for cyclists Fat Lad at the Back have been studying the female form and now have a range of women’s items that take into account real curves.

Cut low to leave less exposed whether in or out of the saddle, the women’s garments have come to fruition following a Facebook poll that decided which designs should make the cut.

Branded as ‘Fat Lass at the Back, Lynn Bye of the firm told BikeBiz: BIKEBIZ APRIL 45

BIKE EXPO

RaceWare: “As far as we’re aware we’re the first 3D printing carbon fibre in the cycling industry...”

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“Much like with the men’s clothing we’re taking the joke away from any bullies out there and giving the rider possession. We may tone down the Fat Lass branding going forwards as it’s not unanimously loved, but we feel like this gear will empower many of those who are out in the saddle to keep progressing.”

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NRG4 Giving the Essax Shark saddle its first public outing alondside the rest of the range, NRG4 was drawing in the curious and holding them with another recent addition – ProLite.

With a move to a larger premises planned in June, the distributor now has a place to house its Pro-Lite wheel stocks, of which a highlight is the A42 wheelset at £370. From early summer NRG4 will also become the worldwide Pro-Lite service centre. If a new saddle brand is something you’ve been looking for, 46 BIKEBIZ APRIL

NRG4 has a package whereby you can take £250 of stock and earn a free pyramid point of sale unit to display nine saddles, as well as access to a demo fleet of saddles to loan customers still deciding.

What’s more, Essax are soon to launch a mobile app that will be available to Android and iPhone users. This free to download app will ask a series of questions of the prospective customer, before making a recommendation on which saddle will suit best.

NRG4 also told BikeBiz that it has just added a cleaning label in the form of Bike7 who have been making cleaning solution for over 50 years.

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PEDIBAL In the second of our world firsts in this show round up, Pedibal introduced what it says is the only balance bike for adults that can convert into a pedal bike once balance skills are in place.

The folding build is available to retailers and sells for just £300. A retrofittable electric upgrade, adding £400, is also available. Find out more at pedibal.com.

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2TOMS Got a customer on a touring bike that needs to take steps to prevent soreness in the saddle? 2Toms has a very interesting roll-on style chamois cream that’ll be worth a look.

The £14.99 Butt shield product creates a friction-free surface to reduce chaffing that’ll last all day and is only removable via a good shower.

Its non-greasy waterproof formula will allow you to sweat, but won’t allow any moisture inwards to irritate.

For the triathlon market, retailers should also check out the BlisterShield, a £13 2.5oz silicone powder that’ll repel both water and prevent chafing. Retailers can take on various package options, from ten

pack sachets to 12 pack powder dispensers, among others.

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DILLGLOVE Dedicating much of its stand to Selle SMP, Dillglove was introducing man to its demo saddle fleet, which is available to any stockist of the Italian brand.

For the many traithletes that will have been at the Bike Expo and neighbouring triathlon exhibition, the SMP T1, 2, 3 and 4 saddles would have been of great interest.

Built around nylon reinforced carbon fibre bodies, the T-series come in four different shapes and sizes and are built around a centre channel that relieves perenium pressure. The S1 is best suited to a wider pelvis, while the 3 and 4 will suit a medium sized athlete.

To find out more about the demo program, get hold of Dillglove on 01213544127.

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TOP 20 IBDS

TOP 20 Sponsored by:

A WORD FROM OUR SPONSOR Cycleguard is a specialist cycle insurance provider with over 15 years’ experience in providing cycle insurance cover for all types and level of cyclist.

As well as the individual cyclist, Cycleguard also works hand in hand with hundreds of Independent Bike Dealers, via the Cycleguard Partnership scheme and consequently are pleased to team up with BikeBiz in the search for the UK’s Top 20 IBDs. Head of Cycleguard, Adrian Scott, said: “Our relationship with IBDs and our years of experience in the market mean we understand the challenges IBDs face and appreciate the added value they can provide to customers. We therefore are delighted to team up with BikeBiz to commend the great service IBDs provide for their customers.”

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IBDs

Who did our secret pundits pick out this year? Jonathon Harker compiles the secret votes and the public nominations for this year’s list of the UK’s top 20 IBDs… INTERNET RETAIL has been with us for over a decade and mail order retail has been with us even longer, yet still the local bike shop has survived and in many cases thrived.

In fact, despite doom-laden visions of the future of the independent bicycle dealer, it’s actually very challenging to think of a retail sector that is so well served with independent shops, with circa 2,500-plus IBDs in the UK. As you’d expect, those 2,500-ish IBDs are an incredibly varied bunch and judging them is, arguably, like comparing chalk with cheese. So why are we doing it here? Simply to name check some of the 20 that have impressed the market and celebrate the sector generally.

THE PROCESS So how did we arrive at the final 20? We asked a number of distributors and brands to pick out the bike shops they thought were among the best operating in the

UK at the moment. So was our panel just aiming to curry favour with their shops or with retailers they wanted to work with? No – the nominations were made in private with the understanding that those making nominations wouldn’t be named. They didn’t quite take place in a dark room at an undisclosed location, but you get the idea. Through this process it wasn’t long before we began to hear the same shop names cropping up time and again.

Not only that, but we also turned to our readers online for their views, though we did resist any shops that had suspiciously high numbers of votes, judging rather on the quality of the nominations.

And there you have it. In the spirit of celebrating the independent bicycle dealers of the UK, here’s the list of Top 20 IBDs – in association with Cycleguard – that we came up with, in no particular order...

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TOP 20 IBDS

Bad Ass Bikes

Bike UK Bristol

BAD ASS BIKES Is it the in-store wood burner, or the pictures of staffers draped in their undercrackers over bike boxes (via the Facebook feed) that scored Bad Ass Bike so much love from the trade? We can’t confirm or deny those points, but something has certainly made this dealer vastly popular. The aforementioned irreverent social media feed belies a deep-seated enthusiasm for the sector. Bad Ass is an Intense Cycles premier dealer that also carries the likes of Kona, Enve, Chris King, American Classic, Giant and Endura, among others.

Bad Ass recently completed a brand new shop layout which has put the workshop front and centre, so it’s no longer squirreled away behind the scenes. The shop, based a stone’s throw from Bristol, welcomed iconic down hill mountain biker Shaun Palmer for a special event and the retailer also ploughs cash into team sponsorship via the Bad Ass Bikes Intense team.

Team rider Andrew Titley managed to win the coveted Masters UKGE title last September.

BaseCamp Bikes

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BASECAMP BIKES BaseCamp Bikes is located in Grantown-On-Spey, set near Aviemore in the heart of the Cairngorms. They are a Scottish specialist for Yeti and Banshee, also bringing Lapierre, Turner and Stanton to consumers. Rider owned and operated since 2004, the shop has a race team and also reaches out to local riders with a regular Ride Night on Wednesdays. The firm’s workshop and mechanics is a point of pride, offering suspension service (the only authorised Fox Centre in the north of Scotland) and providing technical support to the first round of the Scottish Enduro series at Tweed Valley.

There’s even a baked tattie machine in the shop. Naturally largely focused on MTB, there’s a rumour that BaseCamp Bikes even have a customer gifts leader board, which is probably a fair sign that they keep their punters pleased.

BIKE UK BRISTOL “Approachable”, “helpful and informed” and “fantastic service” are all the kinds of comments you want to see written about your business in online reviews, something Bike UK of Clifton, Bristol should well know. Also very popular with our distributor pundits, Bike UK has been around a while having been set up in the 1950s, making it one of the more senior retailers on this list. Offering all manner of services designed to make it hard for customers to leave empty handed, including a fully qualified mechanic-staffed workshop, test rides that “you can’t do that over the internet” and a great life servicing offering, Bike UK expanded its physical presence just last year.

C&N Cycles, Redhill

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C&N CYCLES, REDHILL Another shop very popular with the locals, C&N really goes for community engagement. That extends from working with the local YMCA-sponsored cycle challenges to raise money to work with disabled children (offering free advice and bike checks) and Dr Bike sessions with local schools and businesses. But aside from all that community malarkey, there’s a fine cycle retail business at its heart, as this heartwarming email reads: “I’m a veteran cyclist who still remembers the halcyon days of Reynolds 531 tubing and gear changes on the down tube. So modern kit and the plethora of manufacturers can seem foreign to me. All the guys at C&N are obviously keen cyclists and great at explaining the pros and cons.”

CERTINI CYCLES Certini is a family-owned business, first established in 2001. The retailer has two Certini branches, one in Plymouth in House of Fraser and one in Saltash, Cornwall. In addition, Certini operates one of the UK’s largest Specialized Concept stores in Saltash (next door) and as if that wasn’t enough, the growing retailer recently opened another Specialized Concept Store, this time in Bristol.

From backing local events like the newly founded South West Cycle Sports Show to running clever social media promotions in the 12 days until Christmas, the retailer promises to offer something for anyone, whatever the age or discipline. Boasting over 25 years in the biz, Certini has a huge showroom with a whopping 700 bikes and it has a dedicated ladies section in the shop.

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TOP 20 IBDS

Cycleology

Chevin Cycles

CHEVIN CYCLES Chevin Cycles is no slouch. Last year it opened no less than two new stores – in Skipton in April and Harrogate in May. The Skipton brand is a Trek Flagship location with 3,500 sq ft, while the Harrogate outlet keeps up the Trek connection with 4,500 sq ft of space. The Otley store came before both. Chevin has been in the business for decades and was among those on this list that received a particularly large amount of praise from distributors.

But it’s not just the cycle industry that are fans of the shop, customers are keen to inundate us with comments about Chevin too. One punter said: “They are completely reliable when I order something. If what you want is not in the store at the weekend you can guarantee a call or text on Tuesday saying your item has arrived. I would not buy a bike from anyone else.”

CRITERIUM CYCLES Selling bikes and kit to keen cyclists is one thing, but selling them to a novice? That’s an altogether trickier prospect, which made this comment all the more encouraging: “Being a very inexperienced rider I found other shops quite daunting, I didn’t understand the jargon and didn’t feel overly comfortable if I am perfectly honest, had it not been for the guys at Criterium I don’t think I would have a bike now.” Mind you, it’s also helps a bike shop’s reputation if it can attract the likes of Jens Voigt to turn up for a Q&A evening in front of 250 people inside the store itself. It’s not the biggest bike shop in Edinburgh, but the retailer, also offering fit services, Trek Project One and plenty more, has its fans inside and outside the trade.

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CYCLEOLOGY (ARMAGH, NI) Lauded by a few of our pundits as one of Northern Ireland’s very best independent bike dealers, Cycleology staffers have well over 25 years experience in the trade while the shop itself opened 15 years ago. Not only providing a top notch retail environment, including starting to offer finance (with Ride It Away) and extending its opening hours to accommodate its customers, Cycleology is also a keen cycle community lynchpin, whether sponsoring local festivals or linking to local MTB guides, cycle tourism partners or the Armagh city cyclists group.

DALES CYCLES Glasgow’s Dales Cycles closely supports the local Glasgow Green Cycle Club which, after only four years, has a whopping 150 active members. The retailer, itself 103 years old, provides support and services for club activities and racing. One pundit said: “The team at Dales are very approachable and will bend over backwards to provide an excellent service, even accommodating emergency repairs in their busy workshop. In the days where online retailers must put an immense pressure on bricks and mortar local bike shops, Dales still excels after many years of business by providing a personal service.”

DAVE MELLOR CYCLES The Frankwell, Shrewsbury shop has been stocking high-end road, MTB and BMX bikes since 1985.

Sporting a product line-up including the likes of Giant, Specialized, Cannondale and more, DMC is another bike shop aiming to provide a vast range for all customers, not least a sizeable shoe and clothing line-up.

DMC has an impressive web presence with a big range of five star glowing reviews on Facebook, Yell and Google, including quotes like “best bike shop I’ve ever used” and too compliments too numerous to list here. Aside from core retail, Dave Mellor Cycles is integral to

Dales Cycles

the local cycle community, involved with the CycleShrewsbury facilities project, Mid Shropshire Wheelers, West Midlands Cyclo Cross, Shrewsbury Sports Village Kids Club and many others.

Hargroves Cycles

Leisure Lakes’ newest store

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HARGROVES CYCLES Hargroves is a six-store retailer operating in the South. Hargroves won the Retail Event award at last year’s BikeBiz Awards for the QE Cycle Fest, a huge MTB demo day at Queen Elizabeth Country Park, which is now in itself six years old.

But if you’re tired of reading us banging on, then you’re in luck, as we’re handing the rest of this entry over to one of our pundits: “Hargroves Cycles in Winchester is amazing. They are helpful and always go the extra mile. Great team of staff who are knowledgeable. They can’t always beat Wiggle and Chain Reaction on price but the service goes far beyond what can be offered by the big online companies.”

LEISURE LAKES Leisure Lakes has eight shops in its portfolio and is still a family business, over 30 years since it was established by the four Noy brothers. The expanding retailer is growing its VIP club, luring in customers, and opened its largest outlet yet in Daventry, BIKEBIZ APRIL 55

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TOP 20 IBDS

One Planet Adventure

Northamptonshire in 2013, including the Melo Velo cafe.

Reporting a recent increase in MTB sales the firm sees increasing competition as a reason to keep raising the bar in terms of service and product selection. Amongst all the growth and new developments, the firm is pitched around maintaining high levels of customer service. The Bury branch came in for particular praise from one of our secret pundits.

ONE PLANET ADVENTURE Based in North Wales, One Planet Adventure offers bike hire and café facilities along with retail bikes, a wise move with the Coed Llandegla Forest and its 44km of trails nearby.

The shop, 15 minutes from Wrexham, hosts rider courses and even has a classroom for the purpose. A sign that One Planet Adventure means business could well be that the café is producing grub that has been entered into local gourmet challenges – not just a fry up here. With a ten-point support package listing reasons why you really should buy your bike from them, finance options, custom build MTBs and plenty more, it’s no surprise to see One Planet Adventure nominated by the trade again for this list.

Overspoke Bikes

hosts regular MTB and road rides, with both groups joining up at the end of the ride for a drink, likely at the nearby Brewery Bar. Rider owned, the shop has a mantra of only stocking brands it believes in and can provide a high level of support for. It should be no surprise that Overspoke is at the centre of a local cycle initiative by the name of the Bewdley Bike Week, including a full programme of activities including riders, sportive race, Bikeability training for kids and plenty more.

blame Sigma Sport for being so consistent. And it’s not just the trade that are behind the Hampton Wick retailer, which has been retailing cycling since the heady days of 1992. One of their own customers put it bluntly why they have nominated the retailer: “For stock range, friendly, knowledgeable staff and veloporn!” Despite that high-end reputation, Sigma’s self stated aim is to offer a warm welcome and service to beginners and elite athletes alike.

Swinnerton Cycles

PEDDLERS, REDCAR, TEESIDE A self proclaimed “shop for bikers run by bikers”, peddlers offers high quality bikes, parts and accessories and service. Since being set up in June 2008 the shop has seen a number of expansions and renovations with the result that it now has a whopping five cycle show rooms. Rooms are split into different styles of riding, as well as a clothing room with changing facilities. Recent developments include a newly expanded workshop for serving and repairs.

With finance, cycle to work and other options making life easier for its customers, the shop was picked out again by a number of our secret judges while Google reviewers labelled it “a little gem”.

SWINNERTON CYCLES It seems fitting that this list has a combination of newer and older retailers, and few can boast a history quite like Swinnerton Cycles, which was founded during World War One – 2015 being its 100th anniversary. Perhaps more incredibly, it hasn’t moved, instead expanding by buying up numbers 61,67 and finally 73 on Victoria Road (it started in number 69). The family has a proud racing history, but achievements of the past alone do not earn a retailer a place on this list, that comes from offering things like bike fit and excellent service. One customer said he put the staff through an endurance test of a 30minute chat, but they still remained friendly and helpful and he walked out with a bike ordered.

Ubyk

OVERSPOKE BIKES Located close to the Wyre Forest, Overspoke started out in wheel building and it’s still a cornerstone of the business on which its foundation rests. Overspoke does of course also offer a wide range of bikes in its showroom, including the likes of Marin, Pyga, Storck and Canfield Brothers and quality kids bikes from Frog. Overspoke Bikes 56 BIKEBIZ APRIL

Sigma Sport

SIGMA SPORT Sigma has probably put in the most appearances on this list in the years since we’ve been running it. But don’t blame us, blame the trade for nominating them. Or better still,

UBYK Oxford’s Ubyk is no stranger to our top IBDs list and we profiled the shop in our last mag. Missed it?

Then you might not know how Ubyk is blending the online and physical retail experience pretty uniquely in the trade. Singletrack named it showroom of the year and a review pooling platform used by Google Analytics has it as the

highest rated bike shop in the whole of the UK with a 4.9/5 rating.

Online is where Ubyk started (as ProBuild), based around a selfdeveloped custom bike builder.

The business is still focused around the high-end custom market, but also with an ecommerce side that led to the need for a showroom and a motion capture clad bike fitting room. It is one of Santa Cruz’s biggest dealers, a top dealer for Nukeproof and Lapierre and increasingly big in road too.

Westbrook Cycles

WESTBROOK CYCLES Stokesley North Yorkshire is where Westbrook Cycles has been plying its trade for the last couple of decades. With a landslide of positive reviews online, we were hit by a deluge of emails and comments praising the store, including this one: “Fantastic service and endless amount of advice from the staff. Nothing is too much hassle for them.” Other readers were quick to point out Westbrook sponsors local events and teams for charity raising activities. While they have a strong online offering, it’s their in-store friendly service and product offering that really marks Westbrook out.

WHEELBASE Wheelbase is one retailer that was particularly popular with our undercover pundits. Probably the biggest bike shop on this list if not the biggest in the country (it boasts a 16,000 square footage and hundreds of bikes on the shop floor) it’s located handily at the foot of the Kentmere Valley for MTB, ideal for leisure and road riding Wheelbase’s Big Demo Weekends are also a growing phenomenon.

This year’s Demo drew in 300 people for pre-booked rides boasting 120 mountain bikes from a decent cross section of the trade.

The Staveley, Cumbria shop offers free bike wash, free hot showers and changing rooms, making a good case to be a hub for riders too. It doesn’t hurt that it is close to Wilf’s Café and a Brewery.

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RETAIL ONLY THE TRADE’S GUIDE TO SOURCING STOCK, UP-AND-COMING IBDS AND THE VERY LATEST PRODUCTS

RETAIL

STATS +15.8% Online retail sales: 15.8 per cent more goods were sold online in 2014 over the prior year.

DARE TO DREAM BIG? CUSTOMISE OPINION You may have read about Oxford’s Ubyk in the last issue. They’re a retailer that’s doing some very strong trade and in a relatively short space of time. With goals of a £2million turnover this year, this business has invested a chunk of money and ongoing man hours in its proprietary ProBuild software.

And that’s where this company differs from your traditional bike retailer; the backroom staff could all more than likely walk into employment in Silicon Valley. And the more I think about it, the more obvious it becomes that this has to be the future of high-end retail, at least online. More than ever, BIKEBIZ.COM

online shopping is carried out on mobile devices, for which websites can and budget permitting, should, be tailored.

Personally, when sigh-ing out loud at bikes I’ll never be able to afford online, I like to pepper my disappointment by upgrading the wheels, making sure the decals match and ensuring that I’ve fully ‘tricked out’ my fantasy ride before realising I’m about to miss a deadline and hitting close window.

“It had given me something to aspire towards and finance options to lure...”

For that brief moment, however, I felt a buzz ‘shopping online’ that I’ve not had before. It has given me something to aspire towards and lured me further with finance options. I’m that much closer to an impulse buy because the shiny thing on the screen is personalised for me, by me. I’ve not been told what to

run, but that expert advice is there if I need someone to tell me that I’m making a huge mistake mis-matching standards or brands.

Sure, off the shelf bikes are great, but they’re often just as expensive as the DIY route and rarely perfect for a rider’s needs right out of the box.

So, for the educated and affluent roadie and mountain biker, many of whom already build around a frameset foundation, what’s the harm in building an online portal around what is ultimately bound to happen.

If your business model revolves solely around the high-end and the customer base is an affluent one, your only obstacle is rankings on Google – nothing new for the retailer selling online.

There is of course the small matter of bike fitting. But as demonstrated

by Ubyk, a customer spending thousands is often educated on fit and will travel a significant distance to turn their on screen vision into a reality. Could custom builds be a way to expand your catchment area? msutton@nbmedia.com

27% TABLET SALES: During 2014, some 27 per cent of online retail sales came from tablet devices

STORE OF THE MONTH: p63 NEW PRODUCTS: p61 SECTOR GUIDE: Luggage p73 SECTOR GUIDE: Fashion p77 SPOKESMAN: Carlton Reid’s column p94 BIKEBIZ APRIL 59

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RETAIL ONLY

NEW PRODUCTS This month we’re hauling hangers, chomping down on cake/biscuit inspired protein bars and getting to grips with an award-winning value for money pump or two…

MARWI HANGER CATALOGUE Various distributors Marwi Europe recently introduced the first edition of its gear hanger catalogue.

Over 136 pages, all available gear hangers for 140 different bike brands are listed, including 1:1 drawings. The website – Marwi-eu.com/gh – has been updated, with frame model lists for the best-selling brands.

TERN CARGO RACK AND KORI BASKET Paligap: 01454 313116 The complete range of 128 different gear hangers is available through several wholesalers, including Raleigh, The Cycle Division, Reece Cycles, Parklife, Belvin and Coyote Sports.

In Ireland, dealers should contact Centro Ltd. Each of the aforementioned distributors have hard copies now available.

BETO PUMPS Bob Elliot: 01772 459887 Bob Elliot has just taken on stock of some award-winning Beto pumps, most notably the value for money EZ-001A. This £14.99 high pressure (120psi) alloy mini road pump boasts both a Taipei Cycle, as well as an iF design award, much thanks to its double-lock valve system that provides BIKEBIZ.COM

Folding-specialists Tern has added to the accessory catalogue with the Cargo rack and Kori basket.

The Cargo rack is the brand’s first rack approved for childseats.

Built with thick gauge aluminium, the rack will hold a load up to 25kg (55lb) and is of course more than capable of hauling panniers on each side too. The

deck is Klickfix compatible, while the unique SideStrap anti-roll anchoring system keeps cargo secured, while internal cable routing allows a clean installation for dynamo powered rear lights.

On to the Kori basket, again built with a Klickfix attachment, the aluminium basket is designed to accommodate heavy loads.

POWERBAR JAFFA CAKE FLAVOUR Fisher Outdoor: 01727 798345 strong engagement via eight external claws.

Also new in stock is Beto’s 26-inch steel floor pump, retailing at £34.99. Capable of delivering up to 160psi, the CMP-138SGC-H1 is pitched as totally fool-proof with even maximum valve depth insertion taken into account.

Everyone loves a Jaffa Cake, right? Even if it doesn’t fit with the strict diets some cycling customers may set themselves.

There is, however, now an alternative thanks to PowerBar, who have come up with a Jaffaesque blend for its Protein Plus range. The post exercise snack has a fluffy texture and is free from

collagen proteins and aspartame.

Per 55-gram bar you’ll take on a 17.2 gram dose of premium whey, soy and casein protein.

Alternatively, Powerbar also makes existing Vanilla/Coconut and Chocolate bars, as well as two similar crispy bars in both Cappucino-caramel and Vanillacaramel flavours.

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STORE OF THE MONTH

Going underground…

With an eye for quirky buildings and a taste for packing ramps into unusual spaces, The Source has spotted an opportunity on Hastings seafront. Mark Sutton talks to Rich Moore about an extraordinary new retail and skate park project currently in the works…

TELL US about the new venture and proposal for the former baths in Hastings? How did the idea come about?

We’ve been working on a project for over 18 months now that involves bringing a big Victorian building back into use as a giant indoor BMX park and retail store.

Most people would never know that this enormous building under Hastings seafront and beach has lain derelict for almost 20 years and we’ve found a way to make it in to something positive for BMX and the town. It’s hard to explain, but to say we’re excited about it is an understatement. We’ve always known about the building as most of Hastings’ residents, including our parents, learnt to swim in there if they were at school before 1980 and after that it was an Ice Rink where I skated a couple of times as a kid. Everyone rides the spots above ground too; Marc had a couple of clips manualing the fountain above the main skatepark in our first full-length video.

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How’s it being funded?

We approached our local council with a proposal to rent the building at market rate providing they paid to get it in to a safe and secure shell before we occupied it. It’s been hard work, but we’ve spent 18 months working with the council to ascertain the cost and then helping them to raise the £1.1m required to make it

You’ve uncovered plenty of nostalgia in the underground chambers – what have been the best finds so far?

A lot of the valuable Victorian stuff was looted long ago, but there’s tons of retro lighting, roller skates etc. The temporary 1970’s skatepark under the old roller disco floor is pretty interesting too; and all the Victoria steam rooms and baths.

“The outdoor ramp should get a lot of attention from the promenade above...”

Rich Moore, Source BMX happen. Once they’ve spent this, on building work, electrics, leak repairs, ventilation, fees etc then we’ll move in as tenants and be responsible for fitting it out with ramps, our shop and a café; we’ve had a grant to pay for just under half of our c.£220k costs and are borrowing the rest from HSBC.

You plan to preserve as much of the original detail as you possibly can – is that right?

Yeah, what we can. The building architecture itself is really interesting and then we’re preserving as much of the marble, terrazzo and oak panelling as possible in our shop – it’s the former smoking lounge that the

Victorians used before their steam baths/syphilis curing.

How much square footage will you open for riding and how much for the new shop?

The main skatepark is around 12,000ft2, plus 360-degree viewing on two levels for up to 600 spectators.

The beginner’s skatepark is around 7000ft2 and the retail store is 5000ft2.

There’s also a ton of auxillary/ reception rooms and office space, plus an equipment rental room, café, and outdoor ramp space.

The general public will be able to watch riders from the promenade above – do you think this will draw some curious viewers to the sport?

Yeah, for sure. It’s rare to find a skatepark in such a prominent town centre/beach location, so the outdoor ramp should get a lot of attention from the main road and promenade next to the pier; hopefully it will be intriguing enough to get people underground to go and see the main attraction.

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STORE OF THE MONTH

The site has formely played host to Hastings Ice Skating Rink (middle) and a smaller back to back bowl, made for skateboarding (left)

STORE INFO:

Who will the park be open to?

It will be open to BMXers and skateboarders ten hours a day, seven days a week. We’ll publish session times before we open and might allow the odd jump bike session as well if there’s demand.

When do you foresee doors opening to the public?

If all goes well, we should be open in November this year. We’ve applied to have Prince Harry come along to take part in the grand opening, fingers crossed on that one.

What’s the greatest challenge you anticipate you’ll face in the build?

We’ve been working with the council and their appointed team of architects and experts for almost 12 months now to figure out all of the complications that a build like this brings, so hopefully all the problems have been worked out by now. That stuff is not directly our responsibility, but it’s been really interesting to be involved. It’s crazy how complex working on a subterranean building of this age is; especially given it has no electricity supply, no plumbing and a bit of concrete deterioration from where they mixed it with sea water without thinking about rust.

The experts are very upbeat about it going to plan and budget though; 64 BIKEBIZ APRIL

TELEPHONE: 0845 6800 360

FACEBOOK: /Sourcebmx.shop

WEB: www.sourcebmx.com

TWITTER: @sourcebmx

it’s all fairly predictable work. The hardest bit from our point of view will be getting our entire skatepark in through a 10ft by 10ft hatch on the seafront.

The build presents fresh job opportunities in Hastings too?

Totally; we’re expecting to create 14 full-time equivalent jobs in the town. It is going to be a big deal locally; there’ll be brown tourist signs and everything.

How’s the BMX market been lately?

BMX has had a pretty tough couple of years with the market saturated and lots of cheap product out there. It has always felt pretty strong in terms of riders and facilities though and it feels like it might be picking up again.

BMX is still really niche, so riders mostly buy from mailorders who have what they want in stock, or if they’re lucky enough to have access to a well stocked retailer that supports BMX, then riders will buy locally.

“We’re creating 14 full-time jobs in Hastings. It’ll be a big deal locally – brown tourist sign and everything...”

So the Source is moving to the seafront too? Yeah, we’re moving our shop and everything that entails to the new venue. However, our warehouse will stay in our current church building five minutes away as there isn’t the space to run our mail-order business from down there.

We’re expecting the prominent location and bigger store to give us a lot more footfall and expose more people to riding and skating in a positive way.

In many ways, that has never changed; BMX shops hardly existed at all when we were kids, so we bought over the phone and now riders buy from websites if they don’t have a shop to go to.

You won the Ride Awards retailer gong again this year – why do you think riders keep voting for you?

We really care about BMX and our customers, so we’ve spent years investing in our service and holding

LOCATION: Currently Trinity Hall, Braybrooke Terrace, TN34 1HQ. Soon to be Hastings seafront.

hundreds of thousands of pounds of the correct stock in order to provide a really good service. Basically, we live the business and put back in to BMX; the industry wouldn’t be what it is today without brands, distributors and shops putting back in as much as they can to make things better.

You’ve quite a stacked team of pro riders on the books now – how does supporting these guys help the business/sport?

We’ve always supported riders and put a lot in to creating original content and helping to portray BMX well.

We’ve got lots of plans for the coming year and having the new place will be a huge boost to this. We’re planning some massive events down there in the coming years, which will give BMX a boost in Hastings and further afield.

Any tips for those retailers considering dabbling in BMX, but perhaps not sure where to start?

It can be baffling for a non-BMX specialist at first as there are so many brands and products and it would cost a fortune to stock everything.

I’d recommend just picking some complete bikes and key parts from a handful of real BMX brands and doing a good job of selling and stocking them. If the scene starts around a shop then you can grow it from there.

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SALES TRAINING

WHAT WOULD THEY SAY AT MCDONALD’S IF YOU JUST ASKED FOR A HAMBURGER? There’s hidden net profit in every customer, but how do you extract it from your patrons?

Sales trainer Colin Rees shares some thoughts on sales techniques in the bike trade…

IT IS said there is 25 per cent more business available from every customer base. In retailing, that means – before you think about footfall – you first concentrate on the amount of goods that can be bought by the people who already buy from you.

In the bike business, there is a tendency for shops to wait for people to come in, as there is no defined marketing plan to follow. Given that, it is critical to unlock the potential spend in every customer and, in the leisure sector, impulse purchases are key.

I ran a ‘common sense’ ad for a year a while back suggesting that if every customer who comes in to buy one accessory goes out with two, you just doubled accessory sales, which is obvious. There’s no doubt sales training can achieve that, but how do you get staff to do it? How do we unlock that additional net profit?

Has it anything to do with the way sales staff go about their activities?

Does it have anything to do with something as simple as the way they ask their questions?

“Is there anything else I can help you with today?” That’s a closed question and the answer can only be ‘yes’ or ‘no’. The reason people ask 66 BIKEBIZ APRIL

pointless questions is because they haven’t been trained properly – or at all – or they just don’t think about what they say. But they are doing their best. They think it is good service to ask a customer already pleased with a purchase if they want anything else, but they don’t help him or her with a suggestion.

The girl in the newspaper shop offers me a bar of chocolate for £1

Another crazy question asked by almost every sales person is “How much have you got to spend”? If you were the customer asked that question, would you tell the truth? If I tell you £500, can you sell me a £1,500 bike? Take a look at my picture, how much have I got in my current account? How many millionaires have walked through your doors this week?

You just don’t know.

“How many millionaires have come in this week?

You just don’t know...”

Colin Rees, sales trainer each time I have bought a paper for the last six months and it is getting a bit wearing – but her boss has the right idea. A bike-sales person who says to himself, “everyone I speak to this week will be offered a puncture repair kit”, what do you think will be the result on sales of PR kits that week? All it takes is a big display somewhere and every sales person asked to make the offer. One product a week is fine.

There are far better ways to establish what sort of budget level that customer can afford, but then again, is it about affordability? If you wanted to buy a new sound system, one had every bell and whistle, but was £200 more than you intended to spend today, would you scratch around carefully to see if you could take the hit? Who wouldn’t? So ‘need’ is only part of what you fulfil; the ‘want’ of more expensive aspirations are the other.

I am told, throughout the recession, people have still been going into bike shops buying expensive goods as if money were no object. The biggest slow down in the UK since the 1930s depression has hardly been felt in comparison with some trades. One only needs to look at the huge interest in the last few years in top end road bikes. Leisure industries enjoy a customer base willing to spend large amounts as the end result is a more enjoyable life. So those serving those needs have to be more proactive than the norm. If an owner sits in his shop hoping this year will be better than the last, he can’t expect large increases.

However, if he makes a list of products, decides the associated sales that go with that and trains staff to learn the list and use it, what will happen to sales? What would they say at McDonalds if you just ask for a hamburger on its own? Being proactive is not hard, but like all improvements it needs a change of attitude. The author of a widely read marketing book said; “There is nothing more damaging to a growing business than is encapsulated in the phrase ‘we’ve always done it like that’”.

Colinrees7@gmail.com BIKEBIZ.COM

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Sponsored by

ELECTRIC BIKES

Ridgeback plugs into assist market MADISON AND Sportline’s iceBike* house show revealed two electric additions to the Ridgeback line-up.

The two models are the Electron at £1,999 and Electron Plus at £2,199 – the difference in price largely coming from a Nexus to Alfine hub upgrade at the higher price point.

Both are low step over frame builds, based around Shimano Steps electronics. The bulk of the weight is at the bottom bracket, keeping the bikes stable, while the battery is capable of assisting over a 50mile range on high mode, as well as powering built in lighting.

A stem mounted digital display provides the rider with information on battery life, power output, speed and more.

E-bikes also got an outing at the show thanks to a Saracen prototype – a balloon tyred electric model – though if it comes to fruition it will be 2017 before it hits production.

Ridgeback’s new Shimano Steps e-bikes

SEGWAY STROLLS INTO MOORE LARGE PORTFOLIO HOT ON the heels of signing Peugeot e-bikes, Moore Large has picked up another electric bike brand – Segway.

With the ink drying on the deal at Moore Large’s Geared house show, the compact range includes a handful of models including the Urban focused UF 5.0. Retailing at £2,500, the UF 5.0 is Shimano Deore equipped, powered by a Bosch motor. This 27.5 inch model features internally routed wiring.

Get the full details directly from Moore Large. www.moorelarge.co.uk

Segway are built around Bosch motors

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Sponsored by

ELECTRIC BIKES

“This partnership lays the foundations for even more manufacturers to use our system in the future” Armin Harttig, head of sales and service,Bosch eBike Systems

“As we have already designed many different pedelecs and S-pedelecs with Bosch drive systems, our customers can benefit from this know-how” Karlheinz Nicolai, Universal Transmissions CEO

Bosch teams up with Gates distributor AS BOSCH’S influence grows in the e-bike market, the brand has entered a distribution agreement with Universal Transmissions, the European distributor of Gates Carbon Drive tech.

As well as supplying bike manufacturers with low production volumes, Universal Transmissions will be first point of contact on technical matters.

Karlheinz Nicolai, Universal Transmissions CEO, said: “As we have already designed many different pedelecs and S-pedelecs with Bosch drive systems, our customers can benefit from this know-how. We also provide the 70 BIKEBIZ APRIL

best possible assistance with correct certification of e-bikes,” Armin Harttig, head of sales and service at Bosch eBike Systems, added: “This partnership lays the foundations for even more manufacturers to use our system and to be served by a company that has experience in dealing with sophisticated technical issues.”

Universal Transmissions has rented additional storage facilities and hired more staff in preparation for the new task. Sales and distribution will be throughout the EU and will also include Switzerland and Norway. www.g-boxx.com

ACCELL FINANCIALS TRUMP E-BIKE SNOBBERY FOR SOME, it can be hard to let go of old preconceptions.

Riding electric bikes being seen as ‘cheating’ is one such prejudice.

The truth is, the ‘cheating’ concept misses the point of e-bikes almost entirely, and actually reveals more about the UK bike world than anything else.

To put it bluntly, the concept of riding e-bikes as cheating is not something the people of the Netherlands seem to give two hoots about. When I tweeted about it a few weeks ago, one Dutch respondent was baffled.

Rodrick de Munnik (@ RodrickFiets), editor of bike magazines like Bike Active and Pedala, said: “Cheating? Riding to work or wherever on a bike is no competition.”

Hold that thought.

For Accell Group alone, e-bike sales grew 14 per cent in 2014 in the Netherlands and simultaneously drove up the average price of bicycles in the region. If that thought doesn’t make you think twice, as a

member of the bike trade, then I am the one that is baffled.

It’s bizarre that the Netherlands are held up as a cycle mecca and lusted over by many cycling Brits, but the fact that many of region’s cyclists are e-bike adopters is often overlooked.

Perhaps this goes back to the well documented difference between our cycle cultures, between Britain and Holland (and much of northern Europe, for that matter). Basically, that UK cycling is sports focused while on much of the continent it’s a utility a-to-b thing.

That is a sweeping generalisation of course, but it does entirely account for the notion many Brits have that e-bikes are cheating. How can you be cheating when you just want to get from a-to-b? If you’re trying to bust that Strava record or beat that other bloke to the lights then yes, you could class using an e-bike as ‘cheating’ if you’re so inclined.

But if there is anyone still clinging to that phrase in the UK trade, and you still hold up Holland as a cycling utopia, then you might just be missing the point.

Jharker@nbmedia.com

“For Accell, e-bike sales grew 14 per cent in 2014 in the Netherlands and added to the average sale price”

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CYCLE LUGGAGE

Packed up and ready to roll Short of owning a cargo bike, carrying bits and pieces has always been a problem for cyclists.

There are solutions though. Mark Sutton rounds up some key luggage items from the top distributors in the sector…

CHICKEN CYCLEKIT 01525 381347 The Tifosi XL padded bike bag is designed to carry a bike securely and conveniently.

Unlike most bags, the bigger size allows transportation of any type of bike. The super tough 600D PVC coated polyester shell protects the frame and components, while the reinforced rubber base gives the soft shell a more rigid structure to make transport simple and easy.

Inside the bag you’ll find separate wheel bags and large inner storage pockets to separate parts.

DAWES 0121 748 8050

EXTRA 01933 672 170

New for 2015, Dawes Cycles has introduced a £14.99 to £49.99 luggage line, aimed at the trendy/ retro end of the cycling market. Concentrating on both looks and function, each of the five different models have been carefully thought out to be perfect for using on and off the bike. The Universal Canvas Pannier bag can be mounted on either side of the bike and is specced with high quality metal clips in place of the more commonly used plastic.

New for 2015, the Topeak Fuel Tank is a large capacity top tube bag with easy-to-use Velcro mounting system. It keeps contents close to hand so is perfect for storing your mobile phone, wallet, tools or that emergency Clif Bar. It can also be used to store a power pack for charging phones or GPS devices whilst on the move.

Two sizes – a 0.5 litre Medium at £29.99 and 0.75 litre large at £32.99 – are in stock with Extra UK now.

FISHER OUTDOORS: 01727 798345

MADISON 01908 326000

Basil’s £69.99 Bloom bag is one for those riders who refuse bland colour and design. Offering 35 litres of volume, this double pannier set is finished with a summery floral print. The carry bag offers a spacious zipped compartment for folders, laptops and any other bits.

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As many will have seen at iceBike*, Thule has gone a little crazy on the luggage front, producing packs capable of climbing Everest and a GoPro specific range.

On the commuter front, there’s a new £120 24-litre backpack that is built with tough 420 DWR nylon fabrics and carries a lifetime warranty. Plenty of thought has gone into practicality, with holders for D-locks, lights, detachable rain covers, safe zones for glasses and phones and much more all considered in the design.

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CYCLE LUGGAGE

ZYRO 01325 741200

MOORE LARGE 01332 274200

With a design brief to keep an eye on the weight of its bags, Altura has carefully considered maintaining performance and comfort in the saddle.

The £89.99 Vortex backpack is a good example, weighing in at 745 grams and offering a decent amount of weatherproofing. Made from 420 TPU coated nylon and with welded seams, it’ll suit the allweather commuter and is easily accessible via the roll top. There’s external U-lock pockets too.

Bobbin has added to its stylish luggage with the introduction of the waxed cotton Freelance double pannier.

At £95.95 and available in four colours, the double pannier arrangement has tough metal hardware and Rixen and Kaul twist fittings.

When carrying on foot, the bag offers a nice and comfy leather fast carry handle.

Stock is expected to land with Moore Large during May.

PALIGAP 01454 313116

SILVERFISH 01752 843882

Amplifi’s 2015 bag range stars the Stratos MKII, featuring military grade, high ventilated Armourgel back protection.

The bag comes with all the pockets you could need, a seperate tool wrap, even a whistle and they are hydration ready to keep your customer well watered.

The range starts with the Apollo 7, a sevenlitre pack at £65 through to the Stratos MKII at £150 for the L/XL, with others in between.

Best known for its high-end mountain bikes, Yeti also produces a wide range of accessories, including two new luggage items.

The £79.95 Pandora Duffle bag has now been followed by the Pandora Backpack.

Featuring the trademark Yeti turquoise, this pack offers a host of features to keep both the commuter and the mountain biker happy. Its 30-litre capacity, padded laptop sleeve and interior organiser pockets coupled with waterproof nylon and PVC tarpaulin construction make this a stylish addition to the range.

ZEFAL VIA Various distributors

VAM PERFORMANCE 07885 896608

Available in both medium and large sizes, the Zefal Light Pack saddlebag is built tough with a polyester construction. Offering the rider a wide opening to access tools and tubes, the pack is designed to be user friendly, as well as offer improved visibility via reflective stripes.

74 BIKEBIZ APRIL

Within the VAM portfolio you’ll find Inside Line Equipment, a Californian producer of luggage.

The label produces commuter packs, backpacks kitted out for the photographer, saddlebags and much more. The pictured Default Mini is one of the weatherproofed solutions for everyday use. Made with durable 1000D Cordura, this 18-litre pack sports deep bottle friendly side pockets, sleeves designed for both a tablet and a Macbook Air and adjustable straps to dial in the comfort.

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High-quality and ultra-reliable bicycle tyres and tubes, made in Europe

Rubena by Mitas has a tyre suitable for all disciplines covering road to MTB and everything in between, including the new and revolutionary GAADI open-loop tube.

■ GREAT TRADE MARGINS ■ OVERNIGHT DELIVERY ■ ORDER VIA FREEPHONE OR ONLINE ■ AFTER-SALES TRADE SUPPORT To find out more about dealer opportunities and pricing structure, or to arrange a visit from our brand specialist, contact the Rubena UK Trade Distributor BIKE TYRESTORE FREEPHONE 0800 281 413, Email: sales@biketyrestore.com To place an order online, or open a trace account, visit www.biketyrestore.co.uk For product information, visit www.rubenacycle.co.uk or www.mitascycle.co.uk

ELECTRIC BIKES FROM THE PEAK DISTRICT RIDE THIS WAY

Call 01663 308 409/01298 214 040 JUICYBIKE.CO.UK 76 BIKEBIZ APRIL

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CLOTHING AND ACCESSORIES

Bang on trend

2PURE VIA www.2pure.co.uk Optimising vision and protection is the name of the game for POC eyewear. The brand has channelled its experience in goggle optics into the line-up, which features photochromic, polarised and high chromatic definition lenses, the latter improving reaction time and preventing eye fatigue by harmonising the contrast between light and shadow.

Sadly, the BikeBiz team were turned away at the door of London Fashion Week last month, but we’ve nevertheless endeavoured to provide a slice of the more fashionable cycle wear available for dealers to stock. Jonathon Harker lists the options…

FISHER OUTDOORS 01727 798345 Santini’s Photon Aero Jersey ¾ sleeve, as used

by Santini Pro Tour Team, Jumbo Lotto, uses super lightweight and breathable Artico fabric. It is further lightened by insets of Resitex carbon fibre, which is antibacterial and odourresistant. Deep anti-slip bands improve fit and keep the jersey in place.

Meanwhile Troy Lee’s versatile Ruckus jersey (£44.99) has an ergonomic cut so riders can move around unrestricted, but with ideal coverage.

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BOB ELLIOT sales@bob-elliot.co.uk

CHICKEN CYCLEKIT 01525 381347

All Funkier summer Elite products come professionally packaged in a swanky presentation box, including the Funkier J-772 Elite Short Sleeve Jersey (pictured; also available in carbon/ red). Retailing at £44.99, the short sleeve jersey boasts three back pockets and one water resistant pocket, as well as UPF 50+ protection from UV rays. The range also includes the £84.99 Funkier S-9772-E8 Elite Bib Shorts.

New to Chicken CycleKit’s apparel offering are casual lines from Columbus and Deda Elementi.

Columbus’s new garments are up the street of any spray-on jeans wearing hipster.

Deda offers a selection of warmer clothing, perfect for a roadside mechanic or shop technician, holding up to the usual workshop wear and tear while fending off the cold.

LYON OUTDOOR

015396 24040

Julbo’s new Pipeline (£110.00 with the Zebra Light lens) uses a Twin Flex construction giving the versatile model a sleek look, but more importantly, its super-ergonomic feel. The wide-view Zebra Light lens is photochromic and thus gets darker or lighter depending on light intensity. The Zebra also features an anti-fog coating, a hydrophobic coating on the outside and a non-shatter lens material.

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CLOTHING AND ACCESSORIES

LUSSO info@lusso.bike

MADISON Madisonb2b.co.uk

Lusso’s revamped range includes the UK-made Carbon Bib shorts for £85.00. Featuring Italian CoolTech and AirTech Carbon bib fabric, seams are flat and overlock, while 50+ UV protection helps keeps harmful rays at bay. The microfiber carbon pad is designed for long distance, with 16mm thickness to protect those precious places. Lusso’s Evolve Long Sleeved Jersey is available in blue or black and lime.

Madison’s Roam short sleeved jersey (£29.99) has a relaxed fit and style, providing a laid back take on a trail jersey.

The slight dropped tail offers just enough rear coverage and the raglan sleeve gives a relaxed fit.

Features a micro suede optics wipe for on the fly lens cleaning.

The Sportive Starter Pack is also worth a look, comprising the Sportive Classic jersey and Sportive bib shorts, all for £74.99 RRP.

MOORE LARGE Moorelarge.co.uk

O’NEAL www.oneal.eu

Proviz’s expanding range includes the ladies Windproof Jacket, made from ultra lightweight material ideal for spring or summer rides or when a thin and breathable extra layer is required over the top. The jacket packs down to fit an integrated pocket and is windproof, waterresistant and compatible with the Proviz designed LED Flasher.

Moore Large also carries Vangard, Dare2b and many more clothing lines.

The Element FR long sleeved jersey is ideal for off road adventure.

Complete with bold graphics based on Greg Minnaar’s race-winning World Cup kit, the relaxed fit top can be worn with or without protection, offering fast wicking, quick drying, breathable and sweatabsorbing fabric. It is available in blue or Minnaar’s signature red.

Pair with the matching Element FR shorts for the complete look.

PALIGAP www.paligap.cc Alé’s PRR 2.0 is new for spring/summer and will be available soon. The Jersey retails at £100 and contains more panelling than before, featuring extra length and a more snug aerodynamic fit.

The fabric used is an incredibly light 105 gr/ sqm – it is very bright and fast wicking.

The Bib Shorts, which have already been a great hit for Alé and Paligap, are worth a look, retailing at £105.

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SILVERFISH UK VIA www.silverfish-uk.com Spiuk offers a wide selection of eyewear as well as helmets and shoes. The acclaimed Spiuk Arqus is ideal for all types of riding and general wear, at £89.99 or £159.99 for a photochromic version.

Moving south, Sock Guy literally has a design for every day, with 365 different designs including crew, classic and compression socks for men and women, with a full custom sock service available.

Race Face has on and off the bike options across jackets, jerseys, shorts, gloves, hats and socks. The Indy jersey offers a relaxed fit with short (£46.95) or ¾ length sleeves (£49.95).

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48$/,7< v 5$1*( v 9$/8( An extensive selection of mid range parts and accessories well priced to offer excellent value for money and good margins for dealers. Available for next day delivery on our easy to use B2B ordering system.

ABE-21501 Acor External Bottom Bracket (Shimano® Compatible)

ABR-21504 Acor Hydraulic Disc Brake Set

ASM-21501 Acor 1.1/8” Reuseable Ahead Plug For Carbon Steerers

ABS-21506 Acor Replacement Caliper Brake Inserts For Alloy & Carbon Rims

IF YOU DON’T DEAL WITH US YET THEN WHY NOT GIVE US A TRY – CONTACT DETAILS BELOW…

0845 1661983

www.greyville.com

sales@greyville.com

SEEN OUR

REGIONAL SPOTLIGHT IN THIS ISSUE? IT’S THE FIRST OF MANY: JUNE: London & South East AUGUST: Scotland & North England OCTOBER: The Midlands DECEMBER: Republic of Ireland and Northern Ireland Get involved by emailing: Editorial: jharker@nbmedia.com Advertising: rsetters@nbmedia.com 80 BIKEBIZ APRIL

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CLOTHING AND ACCESSORIES

SOLO john@solocc.com

SHOWERS PASS www.showerspass.com

Solo’s road specific ranges hit the mid to upper price points and are based on iconic styling, but using modern materials.

Those include technical fabrics sourced from Italy and Switzerland (Elastic-Interface, Schoeller, M.I.T.I). It’s a big year for Solo, doubling its range to become a full head-totoe brand.

Solo has a direct to store set-up with next day delivery for UK stock.

The Double Century RTX is a superlight and packable shell for long miles in the saddle.

Featuring Artex 2.5DC tech fabric, this ultralight waterproof and breathable cycling jacket offers a drier next to the skin feel than your average 2.5 layer jacket, the brand reckons.

There’s 360 degrees of 3M Scotchlite Reflective Material trim for visibility, a locker loop at the collar and a handy cinch cord at the hem.

TRANS-GLOBAL SPORTS 01865 714 620; info@tgsports.co.uk Available through Trans-Global, the newly improved Sunwise Chromafusion 2.0 Lenses have been developed in response to demand for a more efficient photochromic lens system, offering effective eyewear protection against low to high sun glare with what perfect optical clarity.

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VAM PERFORMANCE 07885 896608 Founded in 2003 in the US, Cadence has apparel items aiming to cover all aspects of cycling, from road to the dirt, commuting to touring.

There are tees like the slim fit offering pictured (the Suffer Club tee) alongside more traditional road fare like the Cadence X Low jersey, featuring Micro Quattro moisture management material, three pockets, silicone gel waist gripper with cadence logos and full matching kit options.

VAUDE sales@vaude.co.uk

ZYRO www.zyrob2b.co.uk

Better known for its luggage line, Vaude also has a clothing range.

The Homy Rainpants, for example, are pants in the American sense and are denim-look, lined and made from resource-conserving material that can be quickly pulled over any normal pair of trousers to fend off the mud.

Articulated knees, adjustable leg cuffs, reflective elements and decorative stitching complete the features.

Altura’s new £59.99 Podium jersey offers superior thermal regulation through high wick fabrics and strategically placed Draft Venting, together with Coldblack from Schoeller Technologies to provide UVA and UVB. Giro also has an extensive clothing range, including the Women’s Halter Bib Short (£119.99), with a simple solution for women when nature calls. By removing the halter, riders can pull down the bib without having to remove the jersey.

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If youâ&#x20AC;&#x2122;d like to find out more or require additional copies please contact rsetters@nbmedia.com or call him on 01992 535647

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CYCLEPLAN The Royals, Altrincham Road, Manchester, M22 4BJ Tel: 08000 92 92 68 Web: www.insure4sport.co.uk/cycleplan proudly presents

BIKE SOUP 55a North Wharf Road, London, W2 1LA Tel: 020 72982784 Web: www.bikesoup.com

BOB ELLIOT AND CO LTD Unit C4 Binary Court, Matrix Park, Western Avenue, Buckshaw Village, Chorley, PR7 7NB Tel: 01772 459 887 Web: www.bob-elliot.co.uk

BUFFERA LIMITED Cranborne House, Cranbourne Road, Potters Bar, Hertfordshire, EN6 3JN Tel: 01707 852244 Web: www.buffwear.co.uk

BTR DIRECT LTD 148 Portland Road, Hove, East Sussex, BN3 5QL Tel: 01273 205945 Web: www.btrdirect.co.uk

CYCLING SCOTLAND 24 Blythswood Square, Glasgow, G2 4BG Tel: 0141 229 5350 Web: www.cyclingscotland.org

EBCO 5 Pegasus House, Olympus Ave, Warwick, CV34 6LW Tel: Tel +01926 437700 Web: www.ebco-ebikes.co.uk

DARE2B Unit 8-9 Mercury Park, Mercury Way, Urmston, Manchester, M41 7LY Tel: 0844 811 2939 Web: www.dare2b.com

EVOLUTION IMPORTS 27 Widmore Road, Bromley, Kent, BR1 1RW Tel: 0208 290 0807 Web: www.evolutionimports.

CONTINENTAL North Parade, Aberystwyth, Ceredigion, Wales, SY23 2JR Tel: 01970 626777 Web: www.conti-tyres.co.uk

FAT BOY IMPORTS Unit 10, Weavers Corner, Hampson St, Horwich, BL6 7JH Tel: 07966 401165 Web: www.fatboyimports.com

CUSTOM SPORTS CLOTHING LTD Tel: 07875 095 793 Web: www.customsportsclothing.com

FISHER OUTDOOR LEISURE LIMITED 8/9 Brick Knoll Park, Ashley Road, St Albans, Herts, AL1 5UG Tel: 01727 798345 Web: www.fisheroutdoor.co.uk

FROG BIKES Tel: 01784 557300 Web: www.frogbikes.com

HARDNUTZ Unit 8 Rocheview off Millhead Way, Purdeys Industrial Estate, Rochford, Essex, SS4 1LB Tel: 01702 530090 Web: www.hardnutz.com

HOTLINES EUROPE LTD Unit 17 The Loan, Viewforthbank Industrial Estate, South Queensferry, EH30 9SD Tel: 0131 319 1444 Web: www.hotlines-uk.com www.hotlines-europe.com

I-RIDE 7-8B Mid Sussex Business Park, Ditchling Common Industrial Estate, Folders Lane East, Ditchling, Sussex, BN6 8SE Tel: 01444243000 Web: www.i-ride.co.uk

JUNGLE PRODUCTS LTD Unit 3, The Cedar, New York Mills, Summerbridge, HG3 4LA Tel: 01423 780088 Web: www.jungleproducts.co.uk and www.santacruzbikes.co.uk

LEATHERMAN Aynam Mills, Canal Head North, Kendal, Cumbria, LA9 7BY Tel: 01539 729573 Web: www.whitbyandco.co.uk

M & J DISTRIBUTORS LTD Unit A, Hanix Buildings, Windmill Lane, Denton, Manchester, M34 3SP Tel: 0161 337 9600 Web: www.mjdist.co.uk

MARA MEDIA Unit 5 Teach na Rosann, Annagry, County Donegal, Rep of Ireland Tel: 353 (0) 74 954 8935 Web: www.maramedia.ie

The BikeBiz Directory 2015 is out now, providing the industry with a must-have guide to the UKâ&#x20AC;&#x2122;s retailers, distributors, manufacturers and related businesses.

DISTRIBUTION AND WHOLESALE

E-COMMERCE AND EPOS

EVENT ORGANISERS, HOSTING, HOLIDAY AND HIRE

MAVIC Theta Building, Lyon Way, Frimley, Surrey, GU16 7ER Tel: 01276 404870

MEALOR-CLARKE CYCLE SPARES LTD Unit 1, Eastlands Road, Leiston, Suffolk, IP16 4LL Tel: 01728830055/01728605970 Web: www.mealorclarkecyclespares.com

MERIDA BICYCLES LTD Unit 13, Nottingham South and Wilford Industrial Estate, Ruddington Lane, Wilford, Nottingham, NG11 7EP Tel: 0115 981 7788 Web: www.merida.com

MOORE LARGE AND CO LTD Sinfin Lane Industrial Estate, Sinfin Lane, Derby, DE24 9GL Tel: 01332 274252 Web: www.moorelarge.co.uk

MANUFACTURERS

MARKETING, PR AND CONSULTANCY

MEDIA AND PUBLISHING

ORGANISATIONS, CHARITIES AND ASSOCIATIONS

RETAILERS, WORKSHOPS AND MAIL ORDER

SERVICES AND TRAINING

RALEIGH UK LTD Church Street, Eastwood, Nottingham, NG16 3HT Tel: 01773 532600 Web: www.raleigh.co.uk www.cyclelife.com www.diamondback.co.uk

CYCLE SHOW, THE 58 White Lion Street, Islington, London, N1 9PP Tel: 020 7288 6733 Web: www.cycleshow.co.uk

RED CLOUD MARKETING & COMMUNICATIONS Delfan, Llangyniew, Welshpool, Powys, SY21 0JS Tel: 01938 810873 Web: www.redcloudmc.com

VELOTECH SERVICES LTD 26-27 Western Road, Stratford-upon-Avon, Warwickshire, CV37 0AH Tel: 0845 475 5339 Web: www.velotechservices.co.uk

REECE CYCLES PLC 100 Alcester Street, Birmingham, B12 0QB Tel: 0121 622 0180 Web: www.reececycles.co.uk

WALKERS CYCLE COMPONENTS LTD 22 Holywell Road, Leicester, LE2 8SG Tel: 01162 833885 Web: www.walkerscycles.co.uk

SCHWALBE TYRES UK LTD Schwalbe Centre, Hortonwood 30, Telford, Shropshire, TF1 7ET Tel: 01952 602680 Web: www.schwalbe.co.uk

WELDTITE PRODUCTS LTD Unit 9 Harrier Road, Humber Bridge Industrial Estate, Barton-on-Humber, Lincs, DN18 5RP Tel: 01652 660000 Web: www.weldtite.co.uk

SEE.SENSE (LIMEFORGE LTD) Sketrick House, Jubilee Road, Newtownards, BT23 4YH Tel: 02891 800536 Web: www.seesense.cc

WINDWAVE Unit D2 and D3 Heritage Business Park, Heritage Way, Gosport, Hampshire, PO12 4BG Tel: 02392 521912 Web: www.windwave.co.uk

SILVERFISH UK LTD Unit 3C and 3B Woodacre Court, Saltash Parkway Industrial Estate, Burraton Road, Saltash, Cornwall, PL12 6LY Tel: 01752 843882 Web: www.silverfish-uk.com

ZYRO LTD Roundhouse Road, Faverdale Industrial Estate, Darlington, DL30UR Tel: 01325 741200 Web: www.zyro.co.uk / www.zyrob2b.co.uk

cc

PALIGAP LTD Unit 2 Danbury House, Great Western Park, Armstrong Way, Yate, Bristol, BS37 5NG Tel: 01454 313 116 Web: www.paligapltd.co.uk

PARKLIFE (HAVANT) LTD Unit 5, Butterick Building, New Lane, Havant, P09 2ND Tel: 02392 475895

PEAK DEVELOPMENT 2 Flanders Park, Hedge End, Southampton, Hants, SO30 2FZ Tel: 01489 796979 Web: www.peak-uk.com

POWACYCLE Akhter House, Perry Road, Harlow, Essex, CM18 7PN Tel: 01279 821243 Web: www.powacycle.co.uk

SQUIRT Unit 10 Quadrum Park, Old Portsmouth Road, Peasmarsh, Surrey, GU3 1LU Web: www.in2dust.co.uk

THE CYCLE DIVISION Unit 27 Gatehouse Enterprise Centre, Albert Street, Lockwood, Huddersfield, West Yorkshire, HD1 3QD Tel: 01484 456137 Web: www.thecycledivision.com

BikeBiz Directory 2015 is now available to view online at www.bikebiz.com

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BikeBiz is keen to publish your opinions, whether you send them via email, Facebook, Twitter, BikeBiz.com or post…

Wales and the South West: the pros and cons STAR COMMENT This month the lucky winner will receive a Commuter X4 personal illumination system…

The South West’s strengthening tourism trade is helping bike businesses

TO TIE-in with our regional spotlight on Wales and the South West (page 33), we asked the bike trade for its thoughts on operating in the two regions.

The respondents, who in the main had businesses that were evenly split between road and MTB, were fast to praise the local terrain.

Many comments centred on the fact that there are “plenty of cycle routes on the door step and beautiful surroundings.” Another respondent nailed it: “The local trails, mountains and valleys…there’s a lot of riding of all disciplines of cycling for all abilities in a small area.”

“There’s great cycling,” one pundit said, adding: “It’s a peaceful and beautiful place to live with exceptional local food products and many people cycle here.”

One pundit cited the South West’s tourist trade as one of its largest advantages for bike businesses.

Also centred on the South West, one business said that a key advantage was the “reasonable areas between competitors”.

While the local terrain is an advantage to riding, it also brings challenges, as one respondent explained: “It’s very rural with poor transport links.

Poor public transport making reliance on a car imperative.” He added that there can be “poor access to skilled labour too.”

Some comments directly contradicted that take, adding that Bristol’s airport was great and there is good access to the South East and London.

Other respondents pointed to low wages and seasonal work impacting on customer budgets and therefore sales. Other local challenges include that dispersed market, with one shop telling us: “It’s mostly spread out with no good local networks, with lots of small groups and small clubs. So it can be hard to get the message out into the market.“ Cycle infrastructure is lagging in the South West, one respondent told us: “I think the South West is always the last to catch up. We have very few designated cycle routes away from traffic and we have very few national events that make it down this way.”

Despite those often long distances, one retailer felt they weren’t a true obstacle.“ People are willing to travel for good service.

My business sees customers coming from over a hundred miles for bike fitting.”

To finish on a positive point, a number of respondents gave us an emphatic “there are none” when asked about the disadvantages of operating in the region.

If you missed your chance to have your say you can at BikeBiz@nbmedia.com

@bikebizonline “A Labour government would create a multi-department active travel board.”

Labour Party (@labourtransport) “Thanks for the good vibes. We’ve got more great IBD initiatives coming soon.”

Fisher Outdoor Leisure (@Fisher_outdoor) “Really impressed with the messages coming from Fisher over the last few months. Very positive and IBD supportive...” (@StirlingCycles) “That ‘war on the motorist’ where a mere pittance of only £15bn gets spent building roads” (@Brixtonhatter) “I genuinely think things like this – & of course the @BikeBizOnline women of 2014 – will help, showing it’s possible for women.” (@_pigeons_) “Pearsons going since 1860 wow that’s impressive I thought we were doing well but only since 1890 :).” (@LangsettCycles)

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OFF TRACK

OFF TRACK

THE TRADE’S HANDY GUIDE TO STATISTICS AFFECTING BUSINESS

NUMBER CRUNCHING Ever wondered what brands Sportive riders are buying? Or curious about how the new iceBike* venue’s success? It’s all here...

41% 41% of riders at the 2014 Wiggle Dragon ride possessed a bike from one of the top four brands.

Source: Sports Marketing Surveys Inc

+18%

iceBike* 2015 saw attendance up 18 per cent. The show, held in its brand new venue at Arena: MK, saw media attendance up by half and the number of accounts at the show up 16 per cent.

30 0

of Staveley, Wheelbase est Bike eld its larg Cumbria, h t, with 30 0 Weekend ye 120 demo MTB Demo e d s.

-booking ri people pre s were 20 d on han , a n bikes were nics and te , six mecha s. e store staff id u bike g mountain nt James Vince : IT D E PIC CR

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Raleigh and Lapierre owner Accell Group recorded a strong 2014, with net profit up 37 per cent to €26.1 million in 2014 (€19m in 2013).

BIKEBIZ APRIL 91

OFF TRACK

IN THE SADDLE I N

A S S O C I AT I O N

W I T H

TRAIL FIXERS WANTED Got anything planned for the weekend of April 11th and 12th? It’s the inaugural ‘Take Care of Your Trails weekend’ where trail repair groups, from the Highlands to the Tweed Valley, will join forces for a coordinated weekend of volunteerbased trail maintenance events. It’s organised by Developing Mountain Biking in Scotland, a project based within Scottish Cycling and there’s plenty more detail at www.dmbins.com/takecareofyourtrails

F i ’z i : k

Joe Lodge, CycleGeezer How did you come up with the idea for CycleGeezer?

I had been gifted a recycled tyre belt by a friend and really liked the idea of upcycling bike parts. The concept was then brainstormed over a ‘few’ cocktails with my wife and CycleGeezer was born. The business has gone so well that I packed in catering last September to take it on full time.

How’s business?

Cyclegeezer has been going two and a half years, having launched at the NEC Bike Show in 2012. Initially we had around half a dozen sales a week, this has grown steadily and there has been a big upturn in trade since I’ve had time to focus solely on the site. There is a good social media following, excellent word of mouth and repeat business is very strong for us. I put this down to great customer service.

Is it a seasonal business selling recycled bits?

35 per cent of our business comes in six weeks running up to Christmas, which can be said for a lot of online retail businesses. Trade dips in the early winter, but is steady the rest of the year.

The business has diversified a little to allow us to grow and plan for the quieter times. We’ve just launched a bicyclefriendly business website under the CycleGeezer banner, but called Tripfinder. On the site you’ll find bicycle-friendly cafes, luggage carriers, B&Bs and many other businesses all in one place so you can plan your trip.

If you click onto our homepage, the ‘Tripfinder’ button takes you through to our directory. You can then search by county for bike friendly businesses. To list, all you have to do is click in top right hand corner.

What’re the best-selling items?

It’s got to be the clock range that we build around recycled wheels and sprockets. At Christmas it’s more stocking fillers – anything from keyrings to candle holders.

I’m developing CycleGeezer as a brand and we’re working with a lot of innovative partners. I take a few lines from a guy who sells via NotOnTheHighStreet.com. There’s a lady from Country Durham making inner tube products for us too.

92 BIKEBIZ APRIL

VC BRADFORD PRESENTS…

The annual VC Bradford Pennine Cycles Trophy presentation and dinner took place last month, celebrating the 2014 Club champions.

Receiving trophies were time trial club handicap champion Darren Caines, Steve Ayres – road race and time trial champion and winner of Nigel Moore Memorial Trophy for highest placed club member in the race, and finally Tim Curtis, who was awarded Darren Ridehalgh Memorial Trophy for his Ambassador role for the cycling club.

Club Secretary Paul Corcoran said: “There were so many highlights for the Club in 2014 and in particular around Le Tour de France grand depart in Yorkshire and the many opportunities that gave the club.”

Pennine Cycles will continue to sponsor VC Bradford for 2015. www.penninecycles.com

BIKEBIZ.COM

OFF TRACK

Daniel Gillborn, Director

TR ADNET ACCOU

’S INSIGHT CYCLE TRADER

THE CHANGING CONSUMER LANDSCAPE:

SHOP IN-STORE, SHOP ONLINE HERE AT Cyclescheme we are always keen to stay one step ahead of the game. To seek out new opportunities and find innovative ways in which we can enrich, improve and increase the number of people cycling to work in the UK. More than ever before customers are looking for convenience as well as value for money and excellent customer service when they go shopping. There is a growing demand from consumers to not be constrained by any one method of purchase too. The bike industry is no different, and nor is the cycle to work market.

As a result, Cyclescheme is now providing cycle to work customers with even more choice by offering those who want to shop online the opportunity to do so. And what does this mean in practice? As well as the

invaluable in-store experience, Cyclescheme participants will now be able to transact entirely online.

This means that any partner retailer with an ecommerce website will be able to process Cyclescheme sales via their website without issue. Cyclescheme has developed a simple ‘widget’ that, with very little IT work, can be added to most ecommerce sites and act as a method of payment alongside cash & cards. This innovation will ensure that Cyclescheme customers enjoy a seamless online shopping experience whilst our retailers minimise administration and grow their online cycle to work sales.

To express your interest and find out more about this exciting new prospect, contact our Retail and Events team on: rae@ cyclescheme.co.uk

Daniel Gillborn is director of Cyclescheme, the UK’s leading provider of tax-free bikes for work. You can reach him on Twitter @cycleschemeltd

QUOTE UNQUOTE For more on these stories, head to www.BikeBiz.com

“You can’t have a person driving a two ton death machine, it’s too dangerous.”

Elon Musk, CEO at Tesla, a maker of electric and soon driverless cars

Sponsored by the brands of Moore Large 01332 274252

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Mark Thompson, Fisher Outdoor Leisure HOW LONG HAVE YOU BEEN WITH FISHER OUTDOOR LEISURE? I joined on January 1st 2015.

HOW LONG HAVE YOU WORKED IN THE BIKE INDUSTRY? For as long as I have worked at Fisher! Until then all of my working life had been spent as a corporate lawyer.

WHAT’S THE BEST THING ABOUT WORKING IN THE TRADE? Getting to be involved with brands, such as Campagnolo, that I as a consumer have been passionate about, is hugely rewarding. Talking and looking at products all day doesn’t get old and getting to know the inside track on upcoming product launches is also pretty cool too.

WHAT’S THE BEST PART OF YOUR JOB? AND THE WORST? Going and visiting brands and understanding their ethos has been my favourite part so far – the range of suppliers that we work with is vast and I’ve found that you only really understand what it is that makes them tick once you’ve had the chance to meet them face-to-face. The worst part is the travelling – commuting from Wimbledon to St Albans each day is quite the journey though it will provide ample opportunity for commuting once the evenings get a bit lighter!

WHAT ARE YOU WORKING ON AT FISHER AT THE MOMENT? This month has been a particularly busy one as we have been re-launching Melon helmets and SeaSucker bike racks and will imminently be launching Vittoria road and MTB tyres.

HOW CAN THE TRADE GET IN TOUCH? Email me at Mark.thompson@fisheroutdoor.co.uk or call on 07891 349907.

BIKEBIZ APRIL 93

LAST WORD

Small is beautiful?

Bugger that “Truly, the bicycle is the most influential piece of product design ever.”

So said Hugh Pearman in Design Week in 2008. Carlton Reid agrees.

AFTER LAST month’s profile of Pearson Cycles went live on BikeBiz.com a customer of theirs got in touch, sent me a pic of his Pearson bike in front of the shop, and proudly stated: “I’m happier to advertise Pearson Cycles than a massive generic bike manufacturer.”

This stick-it-to-the-man mentality – that small businesses are good, big ones are bad – is sweet, and great for Pearson, and perhaps brands such as Edinburgh Bicycle’s Revolution and even Boardman, but not exactly accurate. Many of the “massive generic bike manufacturers” are, in fact, familyowned, and started small.

Take Trek. This was started from a small industrial unit in Waterloo, Wisconsin in 1975 by Richard Burke. The firm made 900 steel touring frames in its first year. Trek is still owned by the Burke family and is run by John Burke, the son of the founder.

Specialized may be part owned by Merida, a Taiwanese corporate, but it had humble beginnings (unlike Merida, which was founded in 1972 by Ike Tseng who based his factory on Raleigh’s Nottingham plant because it was to produce Raleigh bikes for the North American market). At cycle trade shows Specialized now often wheels out a replica of the VW van that founder Mike Sinyard sold to fund the European bike tour that would lead to the foundation of his business. Sinyard started in 1974 by selling high-quality European bicycle parts to US dealers. Famously, he schlepped the first parts in a bicycle trailer.

Cannondale’s Bugger in action

“Cannondale may now be owned

by Dorel, but it was started in a rural pickle shop in Wilton, Connecticut...”

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94 BIKEBIZ APRIL

This trailer – don’t snigger – was the Bugger. And who made the Bugger? Cannondale. This is yet another bike company started in the early 1970s, except Cannondale was originally a manufacturer of hiking backpacks. The Bugger was a backpack on wheels.

Cannondale may now be corporate-owned (by Dorel Industries of Canada) but it was started above a rural pickle shop in Wilton, Connecticut, in 1971.

Giant of Taiwan was spawned in 1972 after a typhoon had wiped out King Liu’s eel-breeding farm.

The bicycle boom of the early 1970s – fuelled by authors such as Eugene Sloane and Richard Ballantine – inspired a bunch of blokes to create companies that

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now dominate the bike industry.

No bicycle-related companies – not even Shimano – are “massive” when measured against global multi-nationals such as Apple, Ford or Colgate. OK, so a small bunch of factories in Asia may churn out the majority of the world’s bicycles and these could be considered “generic” but give me a massive generic bike manufacturer over a massive generic manufacturer of almost any other thing any day.

As author Iris Murdoch put it in The Red and the Green: “The bicycle is the most civilised conveyance known to man. Other forms of transport grow daily more nightmarish. Only the bicycle remains pure in heart.”

© NewBay Media 2015 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or any information storage or retrieval system without the express prior written consent of the publisher. The contents of BikeBiz are subject to reproduction in information storage and retrieval systems. Printed by Pensord.

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photos :: © Nils Nilsen ©2014 SRAM LLC

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