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APRIL 2017
ISSUE 135
ISSUE 135 APRIL 2017
@bikebizonline | facebook.com/bikebiz
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p14 24-Hour Bike Shop
p20 Yanto Barker reveals all
p32 The Bicycle Association
We hear from an American retailer who has used a vending machine to attract visitors to his store at every hour of day.
We chat with the founder of premium cycling kit brand Le Col about his career as an athlete, and breaking into the business.
Steve Garidis explains what the trade body is doing to help the industry and how it’s looking to change for the future.
Surviving Brexit’s climbing prices We hear from a number of retailers about what they’re doing to combat the rising prices of stock…
p25
p9 icebike* review
p41 Innovation Lab
p17 Reynolds casualwear
p47 Sector guides
We visit Madison and Sportline’s house show.
All about what the London Bike Show had in new products.
A Reynolds x Oi Polloi collaboration is coming in 2017.
Nine pages of cycle fashion, cycle luggage, and e-bikes
NEWS
Boardman rallies to bring British road safety in line with Scandinavia
EDITOR’S COMMENT COULD E-BIKE SALES FALTER THIS SPRING? SPRING IS here! Hopefully, this should mean a lot less rain, and by proxy, fairweather cyclists dusting off their equipment banished to their garages over the winter to celebrate. It could also spell increased interest in e-bikes from aspiring riders. But, e-bikes have been in the news quite a bit over the last few weeks due to a number of factors that could have a negative impact on this fast-growing industry. For one, due to the “Vnuk ruling” from the European Court of Justice, there has been hot debate surrounding whether or not third-party insurance should be compulsory to e-bike users. Of course, were this to become a reality, it would present another very real obstacle to would-be cyclists getting in the saddle. With e-bike prices already unattainable for many, and an upper limit on the cycle-to-work scheme still too low to cover the cost of many mid-range e-bikes, the Bicycle Association has been vying to protect the industry. Make sure your voice is heard.
BRITISH CYCLING’S policy adviser and Olympic gold medallist Chris Boardman last week handed in a petition to the government to persuade ministers to update the Highway Code and make junctions safer. British Cycling has also launched an auto-email-your-MP page to pile pressure on transport minister Andrew Jones. More than 27,000 people signed a British Cycling petition asking the Department for Transport to create a universal rule for road users to give way when turning in order create simpler, safer junctions. After the “simple” rule switch, drivers and cyclists would be obliged to give way when turning to people who are going straight ahead. BIKEBIZ.COM
Boardman, said: “We know that the place where walkers – particularly the elderly and parents with children – and those on bikes often feel most vulnerable is when they are crossing junctions. Instead of the 14 conflicting rules in an outdated Highway Code, let’s borrow the common-sense approach used in other European countries to create one simple rule that will make junctions much safer for everyone.” He added: “This wouldn’t cost the government money and could be implemented very easily with political will. The cost of doing nothing is far greater.” The rule change would bring the UK in line with countries such as Denmark, the Netherlands and Sweden.
Hayley E. Ferguson can be contacted at: hferguson@nbmedia.com
BIKEBIZ APRIL 5
NEWS
Cheshire East Council backs Cycling UK campaign
CHESHIRE EAST Council has become the first local authority to pass a motion supporting the space4cycling campaign. This campaign was seed-funded by the Bike Hub levy fund and is delivered by Cycling UK. The council is to allocate 8.5 percent of its local transport budget to active travel for the year 2017/18. The motion was passed unanimously on March 14th. It reads: “This Council supports the Space for Cycling process promoted by Cycling UK and commits to
providing the funding to implement its cycling policy effectively.” The motion was proposed by Labour councillor Sam Corcoran and seconded by Conservative councillor Howard Murray at a council meeting last year. It was a result of both councillors attending a Space for Cycling workshop organised by Cycling UK. The council’s strategy “sets out an ambitious vision for a network of high-quality strategic cycle routes which connect local communities and key growth areas, while also giving access to leisure
opportunities along with Cheshire East’s natural environment.” In addition, Cheshire East has secured a share of £5 million, which was allocated to Cheshire and Warrington to improve cycle routes that link key housing and employment development sites. Commenting on the motion, Cycling UK’s Space for Cycling campaigner, Tom Guha, said: “We are ecstatic to see Cheshire East show such bold leadership regarding cycling. To see a county council allocate 8.5 per cent of its local transport budget to active
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travel is a clear mark of what can be done when the political will exists. Councillor Sam Corcoran said: “The vision of the strategy is good but the detail over delivery is lacking and the resources needed are not yet available. If the Conservatives are serious about improving cycling facilities then they need to provide the staff to help develop safe cycle routes.” The space4cycling campaign was originally developed by the London Cycling Campaign. The LCC’s campaign was also seed-funded by the Bike Hub fund.
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Children and parents protest cycling, claim it causes pollution ACCORDING TO the Ham & High, a Hampstead, London-based newspaper, a group of schoolchildren and parents from Hampstead schools staged a protest last week against the pollution in their area, which is reportedly “choking them.” A photograph supplied by one of the parents showed children wearing surgical face-masks. The protesters claim that the HS2 scheme and CS11 cycle superhighway will increase the volume of motor traffic on Hampstead streets. “Donning face masks, they called on London mayor Sadiq Khan to intervene to stop the Cycle Superhighway 11,” said the Ham & High. Employment lawyer Jessica Learmond-Criqui, who coordinated the protest, said: “Hampstead is already bad and in excess of safe NO2 levels for adults and kids. The readings are off the scale. “Why is the mayor encouraging TfL to force up to 475 extra cars per hour into some of our narrowest residential side roads?” BIKEBIZ.COM
She added: “While we support cycling, CS11 in its current form is not right for our area. I would invite the mayor to reach out to community leaders and give them the support they need to come up with a safe scheme for cyclists but which won’t increase the toxicity on the young and old lungs in our area.” Last year Learmond-Criqui was the leader of a crowdfunding drive to raise £150,000 for a judicial review of CS11, which claimed that it would “act as a cork” to traffic, diverting motorists onto leafy residential roads. In contrast, far from causing congestion, one US study has shown that motor vehicle speeds were increased on those road with cycleways. This is latest in a growing number of cyclists-cause-air-pollution news stories. In March, Michael Gove MP asked London mayor Sadiq Khan: “Do you think that we might more easily be able to meet the very welcome things on air quality, if we were to revisit exactly how the provision of bike lanes has been
“While we support cycling, CS11 in its current form is not right for our area.” Jessica LearmondCriqui
implemented?” He has not been the only Tory MP suggesting that removing cycleways is the way to decrease London’s illegal air quality. Earlier this month, Sir Greg Knight said: “Is there not a case [...] for making local authorities take into account the congestion effects of their crusade to remove road space in favour of wider pavements and more cycle lanes? [Pollution] is going up because pavements have got wider and road space is being turned over to cycle lanes. If [the Mayor of London] wishes to reduce air pollution, he and others need to take care when they are seeking to remove highway lanes.” Knight is chair of the all-party parliamentary historic vehicles group. And last month, during an air quality debate in the House of Lords, Lord Tebbit claimed the “cause of the excess nitrous oxide in the air in this area of Westminster and along the Embankment is those wretched [cycleway] barricades which have been put up by the former mayor.” BIKEBIZ APRIL 7
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SHOW REVIEW
Keep it on ice* Madison and Sportline are back with the annual iceBike* show. Kieran Howells heads to Milton Keynes to check out the latest and greatest releases from brands such as Thule, Lazer, Ridgeback and Pearl Izumi… IT’S BEEN a busy year for distributors Madison and Sportline. In late December last year, they made headlines by signing a deal with Australian integrated camera and lighting brand Cycliq, a move that many saw to be a positive step in filling a GoPro-sized hole in the distributor’s range. 2017 saw the additions of both Dutch children’s bike seat brand and recent Thule acquisition Yepp and a
massive new distribution deal with premier tyre brand Maxxis. With the addition of new brands, an updated layout and a host of new products on show, iceBike* 2017 was definitely not an event to be missed. A brand-new element for the 2017 show was the introduction of the demo store, which took pride of place in the centre of the Arena:MK hall. The shop was designed by a team of merchandising experts to help dealers in identifying the optimum layout for both display and product placement. Over the course of the show, various experts presented in-depth talks on various
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elements of store layout, with in-store presence and sales at the forefront of the presentations. Judging by the consistently high turnout to each talk, this is something we can expect to see again in future years. Q Cycliq The Fly6 and Fly12 units from Cycliq perform two main functions. Both models integrate both an HD camera and bike light into one package, specifically designed to both increase visibility, and record any conflicts and incidents such as road collisions or weather-related accidents. The Fly6 sports a 720p full HD camera with a 30-lumen bicycle light, whilst the Fly12, which is designed for the front of the bike, features an improved 1080p HD camera with a 400 lumen light. The device also features WIFI and Bluetooth, enabling the user to pair it with a smartphone to control light functionality and recording settings. Both units ship with memory cards included.
Q White Lightning Bicycle care and lubricant brand White Lightning recently completely overhauled its packaging to increase brand presence at store level. The now-uniform blue packaging presents a strong image; future improvements, including colour-coded caps and lids, will further help to identify individual products in the range in a busy shop situation. The new packaging features a simplified summary of the optimum conditions in which to use each product and a basic run-down of what sets each product apart. New product Easy Wash features a different take on the traditional pump system for bike cleaners and instead features an aerosol unit to simplify the process. The foaming solution was designed to minimise the amount of moisture needed to fully clean a bike for people in more compact living situations. BIKEBIZ APRIL 9
SHOW REVIEW
Pearl Izumi’s PI Dry technology
Q USWE Cycling pack company USWE has complemented its range with a host of versatile backpacks, including the award-winning Airbourne 15. The unit has a four-point suspension harness design with adjustable Velcro straps and ergonomic shoulder straps to keep it in place, whilst internally the 15-litre main chamber holds a dedicated 2.5-litre water bladder and has a built-in twin port exit tube for hydration for riding. Water-resistant pockets on the inside are designed to keep the user’s phone and wallet dry whilst external attachment systems hold both lights and a helmet. Q Thule With the addition of children’s bicycle seat brand Yepp and the release of three brand new Chariot models later this year, Thule is building a comprehensive range of family cycling lifestyle products. The new models include the Lite, the Cross and the Cross Double, all of which feature a sturdy two to four wheeled pod, which attaches to an adult bike via an extending metal arm. The Lite is a stripped down child carrier with an emphasis on being ultra portable whilst still 10 BIKEBIZ APRIL
The new Cycliq light and camera unit.
protecting the user, whereas the Cross focuses more on comfort with a padded interior, increased leg room and a reclining seat. The Cross Double features the exact same specifications as the Cross, but is designed for two children instead of one. All three units feature a five-way safety harness and clippable front-end wheels. Q Yepp “We’ve had a fantastic relationship with Madison so far. We’ve found them to be extremely accommodating and the interest at iceBike* has been great. Being a part of Thule has also been extremely beneficial,” commented representative Sven Willems. The brand found success in its native Holland, where transporting children via bike is a staple of everyday life. According to Willems, what sets Yepp apart is the unique bike seat constructed completely out of one piece of flexible hardened foam – similar to that used in the production of Crocs – which forms the base of the unit. It is complemented by a five-piece harness to keep the child in place, and is added or removed from a frame by a simple-to-operate fastening system.
Q SP Connect Whereas phone-fastening devices of varying sizes and strengths are not new to the bike market, American brand SP Connect has altered the concept slightly to create a range of products that not only fasten to bike frames and handlebars, but also to each other. The SP Wedge Case – which is constructed from water-repellant, hardened fabric – is designed to sit on either a bike frame, bar or stem, and to form a base onto which a range of phone cases, lights, cameras and navigational devices can be added. The case features fastening points on both the front and top of the case, meaning two devices can be used simultaneously. Other products in the range include more conventional handlebar, suction and clamp mounts.
Q Lazer Although Lazer has a rich history in helmet technology and development, it is currently promoting a new range of performance sunglasses. The range features a host of different customisable frames and lenses on models such as the half-rim Eddie, the full-frame shield lens Walter and the magnetic half-rim model, the
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SHOW REVIEW
The multi-modular SP Connect Wedge frame bag unit.
Magneto Three. All of the frames are constructed from strong rubber and plastic for impact protection. Another key new addition to the Lazer range is the children’s collection of glasses, which were designed to perfectly complement the brand’s youth helmets. The glasses are available in a full range of colours including mirrored lenses. Q Pearl Izumi The big news from Pearl Izumi is its introduction of the new PI Dry fabric treatment, on which the brand has a three-year exclusivity deal. The fabric innovation is a major step forward for the brand due to its intelligently-designed waterproofing capabilities. As opposed to conventional water-repellant treatments, which simply coat the outside layer of fabrics in a thin layer of waterproofing formula, the PI Dry technology actively saturates the fibres of the garment, meaning that water cannot penetrate any layer, even in extreme usage and pressure. It also allows the fabric to remain ultra-breathable and comfortable without adding a significant amount of weight to an outfit. The BIKEBIZ.COM
Inside the icebike* demo shop.
material is currently being used on the Pursuit Thermal Bib Tight, Elite Escape Amfib Bib Tight, the Pro Softshell Arm Warmer and the Elite Thermal Knee Warmers. Q Ridgeback Ridgeback’s 2017 range features a host of updated models from the versatile Metro range of cityfocused hybrids to the Velocity tandem, but taking centre stage at iceBike* was the E-Flight and E-Flight Di2. Both bikes feature the
Shimano STEPS e-bike motor with Nexus 8-Speed hubs and an integrated Supernova E3 lighting system, but unlike the standard, the Di2 model also benefits from electronic shifting. The STEPS batteries, which are quickly becoming a standard in the e-bike industry, charge fully in just four hours, with an 80 per cent charge taking only two. Q Genesis Those who stopped by the Genesis stand at iceBike* 2017 may have
Lazer had a new range of helmets and glasses
noticed a very distinct matte black-framed bike in the middle of the space. Genesis treated attendees to a glimpse at the prototype model of the RoadPlus 650b road bike, which is currently due to be released within the next 12 months. The versatile adventure-oriented bike features tubes that the brand states were taken from other models in the Genesis range, as well as some completely new parts. It was presented with 47mm WTB Horizon tyres but will have clearance for 50mm when it’s released, along with a brand new carbon fork. It’s clear to see that Madison and Sportline boast a concise-yetcomprehensive range of brands in their arsenal. Rather than bulk up on sub-par acquisitions, the companies seem to have instead chosen to take on new brands only if there is a clear space for them within the overall offering. This technique isn’t going unnoticed, and if the level of innovation within brands such as Thule, Pearl Izumi and Genesis is anything to go by, we can expect a successful season ahead from the distributors. BIKEBIZ APRIL 13
24-HOUR BIKE SHOP
24-Hour-Bike Shop: convenience and profit? Mark Hallinger chats with a shop owner about the rationale behind adding a shopspecific vending machine to his parking lot... WE LIVE in an era where bricksand-mortar stores need a serious plan to find a place in an evolving marketplace. What’s been happening to retail over the last decade or more goes way beyond customers just buying things from paper catalogues, via mail order. Those who have been around more than a few decades will remember that long-ago challenge to bicycle retailers. I was in a shop the other day and saw a bike storage bay labelled “Amazon”. Customers are having bikes shipped directly to that store for builds. Some will say that’s enabling the enemy, others will say “We’re making money and getting people into our store.” Time will tell, I suppose. What else might be a part of the brave new world of retail? Selling a niche, specialty bike like Brompton or the likes probably puts your store on the map and differentiates you a bit. Advance repair experience or something like expert fitting knowledge is certainly something to sell – that has really never changed. Some stores offer yoga or other services in the same space as the bicycles. And bike shops that sell coffee or coffee shops that sell bikes seem to be on the rise. Importantly, having your shop and its people perceived to be part of the local cycling community seems to only be increasing in importance for many bicycle retailers. About a year ago, and again last month, I saw a bit of this in action. While riding an early season Spring Classic about 100 kilometres from New York City in the small town of Hopewell, New Jersey, I noticed that the host shop, Sourland Cycles, had a vending machine in its parking lot replete with multiple small bike shop items. 14 BIKEBIZ APRIL
The “24-Hour Bike Shop,” is a visually compelling, small idea that is potentially a way to steal back a bit of business … just a wee bit. A very wee bit, apparently. More importantly, it could garner some publicity and be a very visible way to support the local community. The machine – purchased used – has been deployed for about two years now.
“Loading it was fairly simple, but the programming took a few trial runs, to set prices and messages.” Michael Gray, Sourland Cycles
“Loading it was fairly simple,” says Michael Gray, owner of Sourland Cycles. “But the testing and programming took a few trial runs, to set prices and messages.” The machine is stocked with a variety of small items including chains, master links, tubes, cables, tyre levers, patch kits, multitools and cables. While many items fit within the coils that came with the BIKEBIZ.COM
24-HOUR BIKE SHOP
machines, Gray did have to order some larger coils for certain items. It is set to only be used with credit cards, to avoid the hassles of dealing with change and potential vandalism/theft. This does mean that it costs a small monthly fee for a wireless connection to process card sales. Notably, there is no food or drink for sale. “Having a license for food was not the issue,” says Gray. “But in the sun and heat items would go stale or bad. Also we didn’t want to compete with the deli across the street and two other popular cyclist coffee shops in town.” Indeed, Gray says that the entire idea of the vending machine – and the “public access” floor pump next to it – was really more about courtesy than profit. “[The machine] was designed to be a benefit to the community which shows that we are bike-friendly… a visible symbol that shows we know that the bike community has needs that don’t always match up with retail hours. That was the explanation to the BIKEBIZ.COM
zoning board that [initially] wanted me to put the machine in the back, under the stairs and out of sight.” While the vending machine may look good and prove that Sourland Cycles thinks about its place in the community, Gray says it may never pay for itself. He says it does not really sell a lot of product, averaging less than US$50 per month on average. Given that the cost of the machine was around US$4500, profit is at best a multi-year possibility. “I have more people taking pictures of it than actually using it, but that was kind of the point – it is a definite gesture to the cycling community,” says Gray. Sourland Cycles is located in classic small-town New Jersey, with a lovely “mountain” land preservation area adjacent to the town. Some say the term “Sourland” comes from the brownish clay sediment in the rock, with sorrel being an old term for chestnut brown horses. Others say it reflects the simple fact that the hilly, rugged terrain is too difficult
“I have more people taking pictures of it than using it, but that was kind of the point – it’s a gesture to the cycling community.” Michael Gray, Sourland Cycles
to farm, and thus sour. Bad for farming means good for riding in this case, especially for those of us who like hilly roads that sometimes turn to hardpack gravel for a few miles. There’s a series of Spring Classic rides here put on by local organiser Kermesse Sport that are 15 or 20 per cent on dirt roads. It’s a great place for riding. That said, it’s not a mass participation cycling area like a trail head with miles of flat, paved car free trail. Would a vending machine that sold bike parts be a bit more effective if it were located at a location like this? “Certainly, the trail head idea with a vending machine has been done in other cities in the US, Minneapolis and Portland to name just two that I know of,” says Gray. “I have to say that I can’t take credit for this idea, as I know a good idea when I steal it. My friend Tom Lonzi, of Tom’s Pro Bike in Buffalo, NY, has one outside his store too.” BIKEBIZ APRIL 15
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REYNOLDS CASUALWEAR
Casual cycling clobber A new casualwear line in partnership with Reynolds is on its way. Mike Smith, owner of Foundry Brands, tells Hayley E. Ferguson the story behind it…
“Reynolds is something that everybody in the industry knows.” Mike Smith, Foundry Brands BIKEBIZ.COM
AFTER SUCCESSFULLY marrying Brick Lane Bikes with Heritage Apparel, a London licensing business has taken things up a notch, bringing Reynolds together with influential menswear retailer Oi Polloi via Heritage Apparel. “Cycling is becoming very relevant in men’s fashion – there’s a real crossover between what guys wear and the bikes they ride,” says Mike Smith, Foundry Brands owner. “Bikes have become part of the language of fashion; you go into a [clothing] shop and bikes are often part of the display.” Foundry Brands was looking for a license that meant something in cycling and had a real heritage, but was brand-neutral. Smith was told by a number of industry experts that cyclists are very loyal. “If a guy rides a Specialized bike, he wants to wear a Specialized shirt,” he says. “Cyclists are geeky – they’re really into technology and the whole story behind it. Reynolds has got that heritage. It’s been involved with more Tour de France-winning bikes than any other tube brand. I found that it had this amazing archive of artwork. It’s also a British brand, and that means so much in design around the world. It has a real heritage in manufacturing. I spoke to the guys there, and they didn’t really get it at first – it took a little while to get them onboard. One of the owners of Oi Polloi is really into vintage bikes, and he told me he’d thought about collaborating with Reynolds a number of years ago. All these heritage brands are really meaningful to our generation. Like me, he felt that cycling’s so important to younger consumers now, it’s fashionable and relevant, and as a nation, we’re great at it.” Centred on 531, the nonperformance wear collection is still quite small, and does not make use of sports fabric technologies. “It’s more about guys who are into cycling and its heritage. Guys who are into bikes, not necessarily racing them. That was the thought behind it,” Smith tells me. “Certainly within the fashion world, cycling is quite centred on vintage, handmade bikes, and heritage. Brands like Rapha, for instance, are
‘cool first, performance second’. What they’ve done is amazing with regard to attention to detail and authenticity. A lot of people go to them because they’re cool first, not because it’s a high-performance product. The guys who go to them are interested in both cycling and fashion: that’s the kind of market we’re targeting, but at a lower level. Because this brand has real heritage to speak about, it’s important. There’s some really good collateral to use as a reference point. It means something. Guys will say ‘that’s nice, and it’s Reynolds’.” Smith notes that steel tubing company Columbus has a similar collection of t-shirts with logos printed on them, sold by a number of cycle retailers across the UK. “I came across them at the Bike Expo. [Retailers] sell them because it’s a brand that their customers can relate to. In the sailing world, brands like Henry Lloyd and Musto are mostly known for their casual wear, but their heritage is in sailing. Nobody’s done it this way round, said ‘let’s create a lifestyle collection for cycle apparel’,” he explains. “We met the buyer from last year, and she was saying that Wiggle has a nice business developing based on casual and non-performance cyclewear.” The current range will be available from August. Designers are now working on the SS18 collection, which will launch to the trade in July this year. “If a guy puts the range in his shop, that’s not a hard sell. It’s got a great logo, it’s only £25,” Smith says he’s keen to work with a range of cycle retailers: “In London, I would love someone like Condor Cycles to stock them. It has a nice offering of cyclewear, and is a lovely shop. But I think any sort of cycle shop could do well with it. Reynolds is something that everybody in the industry knows – somebody described it as a foundation brand of the industry to me. It’s what Raleigh used to build all the bikes on in 70s and 80s, when they had TI Raleigh. That was the golden era of cycling in the UK. We should celebrate British industry and craftsmanship – the making of this beautiful componentry.” BIKEBIZ APRIL 17
ELECTRIC BIKES
Industry opinions FOLLOWING THE recent news that the UK’s Office for Low Emission Vehicles is to offer grants for the purchase of electric cars, vans, and motorbikes, but will not offer
similar grants to would-be purchasers of electric cycles and cargobikes, BikeBiz reached out to a group of e-bike specialists to find out what their opinions were.
WAZZ MUGHALL, POWACYCLE
JAMES METCALFE, VOLT BIKES
“E-bikes give many people – such as disabled people and older people – who cannot ride conventional bicycles the opportunity to cycle again. If conventional push-bikes were the only options available to these people, they simply would not be able to ride a bike. The physical and mental health benefits of cycling are well-known, to the cycling community and the government. It’s a shame that the grant scheme is not available to those for which an e-bike would be the only way of cycling. I’m sure the better health derived would cause a greater saving to the NHS than it would be a cost to carry out the incentive. Even if it were a meanstested grant, it would be better than nothing.”
“We’re very disappointed that the government has not yet seen fit to provide grants for the private or commercial purchase of e-bikes. Electric units are being bought daily by businesses and consumers as direct alternatives to less environmentally friendly modes of transport. We have seen numerous examples of this and the trend continues to grow. A perfect example – but only one of many – is the delivery market where e-bikes are being strategically chosen as an environmentallyfriendly alternative to motorcycles or cars. It seems that OLEV has not recognised the reality and importance of e-bikes being purchased in preference to higher-emission vehicles. It has left the responsibility to invest in this environmentallyfriendly form of transport 100 per cent with the buyer. There should definitely be similar subsidies available.”
18 BIKEBIZ APRIL
18 BB135 E-Bikes_v3_final.indd 1
DAVID MIALL, WISPER ELECTRIC BIKES
ROB HOWES, GREEN COMMUTE INITIATIVE
“I agree with Kit Mulhouse MP on this point. Kit rides a Wisper 905Torque e-bike to Parliament from his house in North London on a daily basis. He completely understands why we need alternative forms of transport and has put his money where is mouth is. In a response to a question posed to him after Carlton Reid’s editorial, Mulhouse said “I think you will find that e-bikes are eligible for the cycle-to-work scheme, and hence already attract proportionately much more significant subsidies than electric cars.” Let the Government concentrate on building better and safer cycle routes, when we have a network even half-way resembling that of Holland and Denmark. We will no doubt see an even bigger uptake of e-bikes in the UK.”
“The OLEV grant scheme is a shortsighted and poorlythought-out concept. The response that ‘there are no dieselpowered cycles to incentivise people away from’ is as foolish as the myopic focus on electric vehicles. It seems almost immoral that taxpayer money is being used to subsidise the wealthy to buy expensive e-cars. Many commuters would benefit from an e-bike; these are often the people who will be left with no alternative to an older, cheaper, more polluting car. The £4,500 subsidy on an e-car that will spend most of its life with a single occupant could subsidise five e-bikes and make them affordable for the self-employed or unemployed, low waged etc and this would be a much fairer distribution of taxpayers’ funds.”
SUE COULSON, BATRIBIKE “Not allowing a grant towards pedelecs is somewhat shortsighted. For the most part, people who are already out there on bicycles are going to continue to do that. Unless they are extending their journey and then this could keep them pedalling. What a grant could do is to encourage people who would not otherwise consider cycling. The cycle-towork scheme only goes so far to promote e-bikes. Most highquality electric bikes fall outside the upper limit, and whilst I understand that there are proposals to change that, at the moment we are still waiting to hear if it will happen. I believe that a grant would make most people think seriously about a change in habit, to make riding a pedelec part of their everyday commute.”
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INTERVIEW
Cresting the summit Successful racing cyclist and founder of Le Col Yanto Barker tells Hayley E. Ferguson about designing the kit, selecting retailers, and attaining success in business and cycling…
How did your cycling career lead you to found Le Col? I left school at 16, without any academic qualifications. When I got to the age of 25, I started contemplating doing something else, and when I looked at options available to me, I saw that starting a business would be the most viable. At that time, I’d had a few jobs, but none of them were right for me. It took about three years to start the business, and then took three more years to bring it to market. I registered everything in 2009, and started trading in 2011. It feels like a long time, but it flies by really quickly with sampling and setting up all the aspects of the business. I started racing again in 2009 – since then, I’ve worked both jobs in parallel. 20 BIKEBIZ APRIL
Do you design what you want to wear when you’re cycling? It’s a delicate balance between what I want to wear and what I think are essential features that are integral to cycling. It’s also important to cater to a demographic that doesn’t look exactly like me. What else do you take into consideration? We have to crosscheck sizing against other brands, and also crosscheck every product against its medium size. Everything has different fabric, stretch, weight – you have to tailor the range to be consistent with itself. There are also size and shape differences between every customer. You can’t satisfy everyone. I normally take height and weight
off anyone who asks me what size they should buy. You can predict the size quite accurately that way. Men shop differently from women. They don’t order three sizes, and send two back. There are definite trends – men aren’t generally as keen on shopping, the shorter the experience the better. Is the kit aimed at pros? Not really. I’m always looking for endorsements from pros, though, to demonstrate that if you want to push your physical boundaries, this kit will look after you. Some people have done 3,500 kilometres in a week in the shorts I’ve designed. I know guys who’ve been down to -10°C, -15°C in my jackets. They double really well as ski wear.
You launched a crowdfunding campaign last year, and raised 115 per cent more than you had set out to – what are you doing with the excess funding? We’ve got an aggressive expansion plan, and finance helps accelerate that. It means we can move a bit more quickly; it’s very nice to have a bit extra to work with. The gear is made in Italy – does that mean that everything is made in Italy? Every single thing comes from Italy – it’s all made under the same roof. The very first person to manufacture my first jersey is the same person manufacturing my most recent jersey.
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INTERVIEW Have you found market saturation to be a difficulty in sustaining the business? No. We’re also looking at gaining market share off other brands. So there’s a long way to go before we hit any ceilings. What’s your route to market? We are a distributor in the UK for our own brand, and have a distributor in the US who we work closely with. We’re about to expand into other countries, mainly Australia, Denmark, and Japan. A lot of research went into choosing where to target next. We could quite easily sell to any country; it was about making sure we hit the popular ones, where I had good contacts. That’s something that we researched very carefully. We’re an interesting business, because we’re also a manufacturer. I’m not supplied by somebody else, I’m supplied by my own business. How does Le Col differ from other high-end cycling gear on the market? There are some important key differentiators. One of them is the consistency and quality control of everything made in Italy. This definitely sets us apart from other brands that don’t do the same. There are definitely quality benefits from doing that. I’m also able to have a very close relationship with all the products. The quality control gets distorted over time; a new jersey may have an updated fabric and because the stretch is different, you have to keep checking and rechecking. That’s my job because I ride the kit – up until 2016, I did 25,000 kilometres yearly. I was always making improvements and thinking “how can I keep this industry-leading?” There’s no brand with someone like that inside the business. No one is living it every single day. We sponsor pro teams and ask for feedback from other people, so it’s not just all about me and my own preference. We have a very tight pricing model, which means retailers can rely on a margin, so they’re not all competing with each other in a race to the lowest price. In undercutting, everybody loses but the brand. All of a sudden it’s just a price war, which is just stupid. I try to eliminate that. You can’t fix pricing – that’s against the law – but you can select your retailers BIKEBIZ.COM
based on their ability to sell the highest proportion of products at full price – that’s what we do. That’s just because I’m protective. With how many retailers do you currently work? In the UK, we have 25 to 30. We hand-pick them. It changes, when you’re a young startup brand, you can pick them, but they quite often say no initially. Finally, you convince them, service them, and provide them with a good product. Since crowdfunding, it’s slightly different, because there’s attention. We will be quite visible in the market this year. We’ve never had as many resources as we will in 2017 – that makes people think: “They’re going somewhere, I want to make sure I get a slice of that pie.” We’ve already had a few people approach us. I expect that to grow quite a bit in 2018. What are your biggest clients? In terms of actual size, I would say, Café Ventoux, which based in Leicestershire. It’s a beautiful destination store, an old barn conversion, all bespoke. It’s the Boardman test centre for the UK. That’s our biggest store. But our
biggest clients are actually two small shops, one in Richmond – Bicycle Richmond – and one in Watford, Cycle Right, which is a newer business. They have a beautiful shop and a nice community of avid cyclists. They’re really behind our brand. We look after them, they look after us. We only took them on last year.
“We have a very tight pricing model, so retailers can rely on a margin. They’re not all competing with each other in a race to the lowest price.”
How do you support retailers? There are lots of ways that we support them. We provide them with point of sale, and help manage their stock for them. It’s not old-fashioned sales, as in push, push, push. As a brand owner, you have to accept an element of responsibility until the stock has been completely sold. If you sell too much, what happens is that it goes on the sale rail, and people think it’s not premium, then you fall down a slippery slope of just going into sale all the time. We’ve been very protective of that because it’s a premium product and it’s important that it stays that way. What is the expected gross margin on the products? 40 per cent, which is industrystandard. We don’t deviate, we BIKEBIZ APRIL 21
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INTERVIEW don’t do minimum buy-ins or big order discounts. Occasionally we do up-front payment discounts, but generally it’s just a flat rate. Under what circumstances might prices change? I would say that’s very rare. There’ll be international exchange rate price fluctuations sometimes, but in the UK, not very much. We may look at a few things, but the business operates under a value system that is very strong, and I don’t see it changing very much. For example, Brexit didn’t really affect us. Our pricing strategy had built-in safety mechanisms. Custom pricing is the most sensitive, so we put that up a tiny bit. Is there anything specific that you’re pushing this season? We’ve got a new brightly-coloured disruptive anti-camo pattern. The idea came from the camouflage patterns in cycling that are quite popular. I like the way they look, but I don’t like not being seen. We designed a set of patterns to use the camouflage element in reverse, using a pattern that is disruptive and colours that are not your standard background colours. As a concept, we thought it through carefully, and it was very purposeful. I would say we’re very functionled – it’s about performance and technical proficiency, as opposed to leading on style. Style is trendy, and will come and go. With style, you can never please everybody. With functionality or performance, when it comes to cycling, performance is right for everybody all the time. It’s not going to come and go in the same way. If you were to give advice to an up-and-coming cycling business, what would it be? Anyone who says “It can’t be done” is wrong. I heard that a lot at first. “You can’t ride a bike and build a business.” I couldn’t come up with a good answer as to why not, so I thought, “I’ll try”. I pick people to work with more on their “fit” than their qualifications. I like team dynamics, because I was a cyclist, in which a well-functioning team is a dream to be part of, and a poorly-functioning team is a nightmare. I consider everybody who does any kind of business with me – whether that’s BIKEBIZ.COM
“Intensity goes a long way in getting results. It’s not just about taking the right approach, that’s just five per cent.”
supplies or buys – part of my team. That way, if I’m doing a good job, you’re doing a good job, and we’re all doing a good job. It’s about asking “How can I help this person, engage with them, and communicate with them?” You have to remember that when someone gives you feedback, it’s his or her personal view. They represent a certain number of people who think like that. Some people represent a small or large part of the spectrum. You have to get away from subjective opinion to get closer to objective feedback. Two key areas that give me the best insight are shops, which distil the feedback they get back from customers and pick out the most relevant responses to share with us. This is consistently very useful. The other one are teams, which go out on their bikes every single day. They can give very valuable feedback about durability and fit. I have a close relationship with all our teams and shops so they know there’s a direct channel of communication. With individual feedback, you have to map them
on the spectrum and take that feedback relatively to how you feel the group they represent is. I’ve already compromised the product in the performance side to make sure it caters to people who are bigger, or heavier, or not riding as often as pros. I think it should be very tight, but we can’t just do that. I love cycling, and I think it all comes down to time management. I’m obsessive about time and punctuality. I plan my day, and work in a very modern way. I could do 95 per cent of my work on my phone. I have a zero-inbox policy. I’m obsessed with efficiency. I’m also driven by compulsion. Cycling was the first channel through which I was able to create something extremely positive out of potentially negative characteristic. Because of this, drive has never been an issue for me. I’ve never thought “Oh I won’t bother anymore”. Intensity goes a long way in getting results. It’s not just about taking the right approach, that’s just five per cent. The other 95 per cent is just sheer, dogged determination. BIKEBIZ APRIL 23
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BREXIT
Businesses diversifying to survive in new, turbulent times It’s becoming more clear by the day – Brexit does mean Brexit. And waiting for May to trigger Article 50 has created uncertain circumstances for the supply chain. Laura Laker speaks with retailers about what they’re doing to balance things out…
THE PROSPECT of Brexit has plunged a wedge of uncertainty into UK business across the board. For the cycle trade, which relies on Far East imports and trade with the EU, with a weakened pound and no crystal ball to help predict how everything will pan out, the uncertainty is as acute as ever. This month we take a look at how retailers across the country are coping with Brexit-related price
BIKEBIZ.COM
hikes, with many looking to offer something customers can’t get online. While some believe Brexit could be good for the cycle industry – in a recession the bicycle offers a cheap way of getting around – internet retailers are consistently offering dramatically lower prices than local bike shops which, along with exchange rate adjustments in the face of Brexit, is showing no sign of changing.
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BREXIT
“EXPORTING NICHE ITEMS TO EUROPE; CHANGING AS RAPIDLY AS WE CAN, WHERE WE CAN” Luke Ludwell, Director at Avon Valley Cyclery, Bath. Brunel Square, Bath, BA1 1SX www.avonvalleycyclery.co.uk DUE TO the devalued pound, pricing on component parts – such as cassettes and chains – has jumped as much as 30 per cent. We had already made moves to combat the discount internet players by carrying more stock on service parts, so while we often are unable to compete on price we can compete by having these items in stock, ready to take away. The pricing issue here already existed, but is exacerbated by the devalued pound, so we are simply going deeper in stock-holding to offset the issue as best we can. We have always exported niche items into Europe, US and Far East markets, and due to the pound against the Euro, we are already shipping more items into the northern European and Scandinavian countries, so there’s a small silver lining. We will do what we have always done: change as rapidly as we can, where we can. There is a quote by Darwin that goes: “It is not the
strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”
“FOCUSING ON MANUFACTURING AND EXPORTING; LOOKING TO SCOTTISH INDEPENDENCE” Ben Cooper, Kinetics, Scotland 826 Garscube Rd, Glasgow G20 7ET www.kinetics-online.co.uk THE SUDDEN drop in Sterling meant I lost quite a bit of money on things I was importing from Europe; I put up prices to compensate. It’s too soon to say if this has led to a drop in sales, but it wouldn’t surprise me if it does. I’ve had conversations with EU suppliers and customers, explaining it was not what we wanted. On the plus side, the fall in Sterling has made the things I manufacture – including recumbent and folding bikes – cheaper for customers overseas, though I had to put prices up a bit because parts and raw materials are often imported. I already do a mix of importing and manufacturing, so I hope increased exports might balance a fall in UK sales. However, a hard Brexit would make exporting to the EU more difficult. The anticipated drop in the economy and increases in the costs of imports would also mean fewer customers in the UK [would be] able to afford what I sell. BIKEBIZ.COM
The future is going to be interesting – being in Scotland, there’s a strong chance that a second independence referendum will happen. If Scotland votes “Yes”, we could avoid a hard Brexit, either having full
EU membership or EFTA membership. Dealing with EU suppliers and customers would be easier, but dealing with suppliers and customers in the rest of the UK might become harder. BIKEBIZ APRIL 27
BREXIT
“CAUTIOUSLY GETTING ON WITH IT; HOPING FOR BETTER WEATHER” Ian Bolton, Managing Director, Cliff Pratt Cycles, Hull. 61 Spring Bank, Hull, East Yorkshire, HU3 1AG www.cpcycles.com We absorbed some of the price increases on accessories and a few wholesalers have absorbed some too. I think the price increases will be here for the foreseeable future, so we are going to have to pass those costs on to the customer. I’m guessing it’s happening with everything else that is imported into the UK. We don’t know what’s going to happen, and we could still be in the same position in 18 months to a year from now. That’s the problem: uncertainty. It’s uncertain for customers as well, for people to have confidence to spend on high-end stuff, even a small increase makes quite a big difference; 10 per cent of £3,000 is a significant amount of money. We have been a bit more cautious. We are quite a big store, but we can only carry so much stock. I bought a little more stock where I thought there would be price increases. Being sensible, we should put prices up as soon as
manufacturers do. Hand on heart, I wouldn’t like to say we are quieter than any other year. We are waiting
realistically for when the spring season kicks in. Aside from hoping for sunny weather to lighten everyone’s mood, we’ve got to just get on with it.
on antique bikes, anything that comes in, all different sorts of things. Because your mainstream mountain bike is not going to keep you going, you have to do other things and look at the other brands you’re selling. You’ve got to
be careful. By working on a wider range of bikes, making the most of our expertise, we are going back to being an old-school bike shop, rather than just selling product. We have to offer things people can’t get online.
“WE HAVE TO OFFER THINGS PEOPLE CAN’T GET ONLINE” Chris Balchin; Manager – Baker St Bikes, Brighton 7-8 York Place, Brighton, BN1 4GU www.bakerstbikes.co.uk I DON’T know how to deal with it: prices are all going up and up and up. Online prices seem to be staying the same, it seems to be retailers that are being stung. One example is Continental Gatorskin tyres, which increased from £32 to £39, after which we bought in cheaper tyres, which aren’t as good. I don’t know whether £39 for a day-in-day-out tyre is acceptable, but I consider it a lot of money. When you look at the same tyre for sale on Wiggle, it’s £20. We are having to charge almost double. It’s like buy one get one free; it’s a no-brainer going to Wiggle. We are still here at the moment, but it’s very tough. We run as tight a ship as we can, and make sure the bills are at a minimum. We are trying to buy the best prices all the time, but we can’t buy all the best when online pricing is so low. Whatever we have got, the whole shop, across the board, RRPs are creeping up. Luckily, we enjoy what we do, and we have to be doing other things as well. We are working 28 BIKEBIZ APRIL
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BREXIT
“TARGETING HIGH-END CLIENTS BY PIONEERING A ‘BIKE TAILOR’ SERVICE” Stephen Roche – Director/Owner, Prestige Cycles, Hove 37a George St, Hove, BN3 3YB www.prestige-cycles.co.uk AS A retailer, we have got to be able to move with the times, and they’re moving quicker than you’d think. I’ve been in the industry on and off for 28 years, working with anything from cheap £100 bikes to £20k bikes. Last year, sales were appalling. The UK market weren’t buying as much in retail. Holidays were probably costing an extra 1000 pounds, and I have had to put my prices up because of the Dollar/Euro-to-Pound exchange rate, so in the last six months we started to look further afield. Now the exchange rate is more favourable, we’ve had customers from Thailand, France, and Singapore, Copenhagen, Oslo; I was flown to New York twice last year to deliver bikes and do fittings. We also travel to some customers now: time-sensitive, wealthy people, for consultations, bike fittings and custom builds. No one else is doing it. We’re like a bike tailor, when they go to have their suits measured they don’t come out of their offices or homes, everyone goes to them. I look after a lot of London solicitors, they have the time to do a fitting but they don’t have time to come out to Brighton and back. They could be losing £10,000 in that time. I go to clients’ London offices with one of my staff members, the fitting rig, and a rail of clothing, shoes and helmets. We do a lot of fittings in the Gherkin at the moment, with views across London. It’s like a travelling Louis Vuitton service: customers can try the sample
clothing, we take it back, wash it, and get Le Col to send it out, so we have got no clothing sitting in the shop. We did a project for Rolls Royce and Bentley, and went to their annual meeting at Kensington Palace, with guys there in the top five per cent of earners. One of my clients has given me £100,000 worth of referrals in the last year – friends in other firms, their clients. It’s offering something the other bespoke shops aren’t offering. Over the last two to three months, we will help that person, if they want to get into cycling. It’s the new golf. One of the firms has a cycling event in June – they invite their customers and they go away for three or four days for a trek in Scotland. If a banker wants a bike delivered at 2am, we deliver it. We pick up their bike, return it within 24 hours, and lend them a replacement in the meantime. It was getting tighter to make any margin with the internet firms clamping down on us with
their five to 10 per cent profit margins. It’s hard to run a shop like that, but when you go to the higher end, they don’t mind paying the full retail price if you do everything for them, or paying a service charge on top of that. In Brighton there are over 18 bike shops. There’s no point me trying to sell the same brands as everyone else – we help each other out, send each other business. We’re saving money by renting an upstairs space, and with a small shop window, rent and rates are low. We’re opening a small mountain bike demo centre, and then we’ll have appointments only in the shop on weekday afternoons. We’re also offering a saddle-loan system, specialising in electronic groupsets, and I work with the wind tunnel at Southampton, something a very few bike shops can offer their clients. We offer higher-end frames, and also offer our own branded, entry-level bespoke bikes: Mustard. We’re ditching accessories. The margins are too low, and competition from the internet too high.
“EXPERIMENTING, DIVERSIFYING, INVENTING” Charlie Hobbs, Owner/Overlord, Charlie the Bikemonger, Swanage 5 Queen’s Rd, Swanage, Dorset, BH19 2EQ, UK www.charliethebikemonger.com WE TRIED to make a “Brexit Bike”, but it failed. People kept telling me I should be selling British bikes, but I said it was impossible. It was an experiment to see if you can make a bike from entirely British parts, and you simply can’t. Even UK-manufactured products use imported materials. Retailers are suffering. A traditional bike shop isn’t working; if you’re only doing high-street retail, you’re up the creek. Selling bikes that now cost 20 per cent more, in a world where I fear people will start to worry about interest rates, increased cost of living and job security, is going to be tough. Like many others, we are 30 BIKEBIZ APRIL
winding back our stock holding, and dropping less profitable lines. Workshop rates are increasing too. At the same time, we are diversifying into events like The Dorset Gravel Dash 100, and Happy Bottom Bum Butter chamois cream. If we didn’t have those, we would be stuffed. The Bum Butter is manufactured a few streets away, it’s entirely British, it’s entirely natural ingredients. We’ve got Ison distributing it, and an American distributor, too. We sell a lot of specialist parts into Europe; any restrictions on that, from duty to simply paperwork, is a threat. We are doing fewer deals: it’s RRP or go elsewhere. BIKEBIZ.COM
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INTERVIEW
Change is in the air In a frank discussion with Hayley E. Ferguson, The Bicycle Association’s Steve Garidis discusses membership, cycling advocacy, the BA’s Code of Practice, and the growing importance of transparency going forward… What does BA membership offer industry members? There are three principal benefits. The main one is representation. Obviously, the BA is a trade body that represents the interests of the industry. That’s why the more members we have, the greater proportion we represent, and the stronger our voice is. It seems to me since the Brexit vote, the role of national trade bodies has become quite a bit more important where decisions were taken in Europe for the last 45 years, now, relevant decisions on regulation and standards will all be taken at Westminster. Therefore, it is even more important that the industry has a strong and effective voice.
“If we grow the market for cycling, the industry should also benefit, and then everyone should benefit.” There’s actually a good example at the moment. A Polish farmworker was knocked off a ladder by a tractor, which didn’t have insurance. It made its way all the way to the European high court, which decided that any vehicle really ought to be insured, from sit-on lawnmowers, to scooters, to e-bikes. This would be hugely detrimental to the e-bike market – we’re seeing the early shoots of this in the UK. We’re going to make a case against it. The Bicycle Association’s main strength is advocacy for a better cycling environment. We’re all well-rehearsed on the benefits, but perhaps more self-interestedly, if we grow cycling, we grow the 32 BIKEBIZ APRIL
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INTERVIEW market for cycling, the industry should also benefit, and then everyone should benefit. The BA plays a really important role in advocating for cycling. In the past, to some extent, the voice of the trade has been very quiet. In other places like Europe, Australia and America, we’ve seen that advocacy is an important part of the industry. Finally, we offer support to members – everything from technical advice to collaborating on specific projects. The BA is a vehicle for its members to work together. We are doing quite a lot in terms of technical advice on standards and regulations; we can help on product recalls and market data. We’re also doing quite a bit of analysis on HMRC import and export data with an economic consultancy, to work out the value of the cycling industry in economic terms, alongside other national data sets like the National Household Survey, which tells us how many people have bicycles, and the National Travel Survey, which tells us how often people are cycling. What political work and advocacy have you done for cycling over the last few months? E-bikes, in particular, have been a focus, because they are probably the biggest opportunity the industry has ever had in terms of market expansion potential – much bigger than the other possible sectors. The UK has been a bit slow on the uptake in comparison with the European partners, but it does seem to be changing, and in the policy environment as well. We attended a meeting with TfL because London’s new cycling czar is keen on e-bikes, and various people want to do something to make them more of a feature in London. We are beginning to make a campaign for e-bikes to be included in the office of lowemissions vehicles. It seems to us that to exclude e-bikes is a major omission; they are probably the most efficient of low-emission vehicles. We’re working behind the scenes on the cycle-to-work scheme – we want the limit of £1000 to be pushed up to make electric bikes more easily accessed. Currently, you can get e-bikes for £1000, but the majority is more expensive. It does depend on what 34 BIKEBIZ APRIL
you want, but the most natural riding experience on an e-bike is on those that are £1400 and up. The limit doesn’t have to rise much to give people that experience.
“People think of the industry as bikes, and parts and accessories, and possibly holidays, but it’s actually very diverse.”
What kind of organisations are members at the BA? The current membership is at 61 organisations, largely the supply side, but it can be everybody, from the brands like Trek and Giant, to distributors like Madison, Moore Large, ZyroFisher, to homegrown manufacturers like Brompton, Pashley. We’re also seeing interest from what I think of the broader cycling industry, because it’s actually very diverse. People think of the industry as bikes, and parts and accessories, and possibly holidays, but there’s also insurance and media. As I understand it, traditionally the smaller shops have looked to the ACT for trade representation, and the BA has taken care of the supplier side. We do welcome any members from the industry, and have been seeing a few bike shops joining, mainly because they want to contribute to our advocacy efforts.
How does what you do differ from the Association of Cycle Traders’ work? I’m hesitant to directly compare, because we’re quite different and complementary. As I understand it, the ACT supplies quite a lot of business services, which are very relevant to IBDs, whereas the BA is primarily about advocacy and representation. We do provide some support services for members. Because many are larger they have their own internal people to cover off some of the things that the ACT supplies to smaller shops. How does the Code of Practice play into things? When I started at the BA, the membership process was very arcane, and rooted in the long tradition of trade bodies, and councils, and people voting. I was looking for a more transparent, fairer way for people to apply to be members of the BA, but it also seemed important to be able to point to a set of minimum standards that reflect the professionalism and high standards of the vast majority of the industry. Most of our members go beyond the minimum, but it sets out the BIKEBIZ.COM
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INTERVIEW legal requirements and adherence to regulations, and what good businesses practices most are working to. It seemed a natural fit to develop the Code of Practice, and then to make it the basis of the BA, so that when it’s representing the industry, it can say with confidence that its members stand up to this standard. In what ways is the BA being improved? As an association in general, I would like it to be much more transparent than it has been, and open for all members to contribute. Gone are the days of presidents and vice presidents and councils and firstings and secondings. All business is discussed at the members’ meetings and any member can come along. The only issues dealt with outside of that format are special interest groups, like the e-bike group and the technical group, dealing with technical issues. We’re always revising the Bicycle Association’s accounts and subscriptions, and whether we’re getting value for money out of contracts – mine included. That’s done by the directors. Overall, the association is less arcane, and more transparent, but we’re still working on that. That also includes the industry fund that we’d like to launch, which is the next major thing we’d like to do. We’ve been working harder to make the industry body’s strategy clearer. A major part of the end of last year was spent working on a manifesto that we hope to launch in the next couple of weeks. We talked through it at the last meeting. This is an effort to, as an industry, set out what our priorities are, which will help us with our advocacy work, and make clear what the industry wants. With our other work, the bicycle industry fund that we’re proposing, which will incorporate the old Bike Hub Levy, will be more strategic and clearer about what objectives we’re moving towards. We’re still doing work on that because there’s quite a lot of data and analysis on where we could be targeting. So, how are the Bike Hub Levy funds allocated? The Bike Hub Levy has been running since 2004, and as I understand it, it’s one of the 36 BIKEBIZ APRIL
“As an industry, we should be looking at where the next generation of cyclists is coming from, and how we can help.”
longest-running levy schemes in the UK. It seems to be a phenomenal success story. The industry has raised, through collaborative voluntary action, 5.5 million pounds, invested in projects with the overall ambition to secure the future of cycling. It’s been invested in outreach programmes that are making sure that there isn’t a lost generation who is never exposed to cycling. Over the last five years, there’s been a worrying decline in the number of children between five and 16 cycling cycling – it’s dropped by nearly five per cent. As an industry, we should be looking at where the next generation of cyclists is coming from, and how we can help. The Bike Hub Levy funds have targeted schools with programmes that give children the opportunity to try cycling. One of the most successful school programmes is BikeIt, managed by Sustrans. They started off with four BikeIt officers who went into schools and tackled all the barriers to cycling. They made sure kids had training, parents were engaged,
and they made it all fun. This increased levels of cycling to school, and the programme was expanded with the industry’s money on the basis of that success to 60 officers working in thousands of schools. Mainly children, to give them the opportunity to try. they will be the cyclists of the future, the consumers of the future, from a self-interested prospected. Whilst I know there have been some criticisms of Bike Hub, it’s a fantastic programme in terms of the money that it’s raised and the projects that it’s funded. I’d like to address that the BA is changing, and all our efforts are about being more strategic and transparent. We want to launch a new fund in the spirit of tackling some of these issues. It’s important as an industry that we have this voice and that we know what we want to ask for, and pursue it. We need funding, and people to participate and collaborate. I hope we can continue to fund good projects even if we’re being more strategic about how we spend the money and make those decisions. BIKEBIZ.COM
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SHOW REVIEW
Innovation Lab THE 2017 London Bike Show was a significant event for BikeBiz. Not only did we host the hugely successful BikeBiz Awards, celebrating the brands and distributors who have truly pushed the industry forwards in the last 12 months, we also sponsored one of the most innovative sections of the show – the Innovation Lab, which allows young and up-andcoming brands to display their cutting-edge products to the wider industry. Q Velohub Velohub was founded just 12 months ago, when a group of students were struck with the idea for a truly responsive safety light for cyclists. “Cyclists have a reputation amongst road users for being unable to properly convey what they are intending to do. With our first product Blinkers, road users will gain more awareness and bike riders will gain more visibility and respect on the road. We want to integrate bikes better into the road BIKEBIZ.COM
infrastructure through the use of different kinds of lights,” said representative Javier Bilbao. The unit features a powerful red light which is controlled by an internal accelerometer that automatically activates to signify slowing or stopping, whilst two winged white lights act as indicators similar to those on a motorbike. The lights are all controlled via a simple unit, which is secured to the bike’s handlebars. The unit is easily secured and removed from the bike via a magnetic mounting unit. Q HeadKayse HeadKayse is an item that you can expect to see in your local bike shop in the near future. The company was founded in 2013 with the intention of creating a soft and foldable cycling helmet. The resultant product not only folds to a thickness of around four inches – possibly thinner than the vast majority of so-called folding helmets on the market – but also presents a comprehensive and
“It’s a genuinely amazing product, and it’s the result of countless hours of development from our end.” George Fox, HeadKayse
The HeadKayse multi-use moldable helmet.
durable protection offering through the use of a new flexi-material called Enkayse. The material differs from the traditional polystyrene construction in that it is not limited to a single usage. In-fact, according to designer George Fox, the helmet will last indefinitely regardless of the amount of trauma it is subject to. “It’s a genuinely amazing product, and it’s the result of countless hours of development from our end. We use a single unit hooked up to a gigantic iron hammering device to display the effect of impacts; the helmet has been struck over one hundred times and it’s still perfectly safe for use,” said Fox. Q Rinsekit American creator Chris Crawford invented the Rinsekit device to combat his bicycle-cleaning issues when on the go. The device works like a conventional portable washer and shower with various modes from a relatively weak but wide spray of water to a small and BIKEBIZ APRIL 41
SHOW REVIEW
The Velohub Blinkers safety lights on display.
Rinsekit’s non-electric bicycle cleaner unit.
Tailfin’s fully carbon ultra-light bike rack.
The 14-piece Altum multi-tool kit.
focused stream capable of cleaning even the filthiest of bikes; but its unique selling point lies in its ability to perform to high standards, without actually containing any form of engine or electrics. The unit works purely on the power of water pressure and is capable of holding up to two gallons of liquid. It can also hold any water-based solutions and cleaning products to make bike washing even easier in remote locations. Q Tailfin Entrepreneur and keen cyclist Nick Broadbent formed Tailfin in 2015 with the intention of creating a truly unique bicycle rack. “Whilst commuting to work every day and riding farther afield on the weekends, I was frustrated with the status quo. Tailfin is my answer to sweaty backs, racks that are put on once and never removed, excess weight and ugly shapes.” The product is an ultra-light carbon 42 BIKEBIZ APRIL
unit with a smooth curved design and a simple-yet-effective latching system that can attach to any road bike without the use of tools in just seconds. When not in use, the rack folds to create an almost completely flat unit that is easily stored in a bag or drawer. A matte black, 24-litre, waterproof pannier bag complements the unit with a rigid carbon backbone for security and durability. Q Cycle Safety App After witnessing a horrific road accident in which a heavy goods vehicle collided with a cyclist due to a suspected blind spot near his home of London, inventor Joseph Edet decided he needed to be proactive in preventing similar future road collisions. His solution was an app that can be downloaded by both bicycle riders and drivers of HGVs that can actively identify any collision risks on a real-time map and therefore prevent blind spots from causing
accidents. The app is currently available from both the iOS and Android app store.
“Tailfin is my answer to sweaty backs, racks that are put on once and never removed, excess weight and ugly shapes.” Nick Broadbent, Tailfin
Q Altum The Modual unit from Altum comes to the London Bike Show having recently successfully completed a crowdfunding campaign in which the pack received over £18,000 from more than 400 backers. The unit was designed by entrepreneur Daniel Varney to combat the hassle of carrying bulky bicycle tools when riding; it combines 14 tools and functions onto a magnetic central unit and includes tyre levers, wrenches, screwdrivers and hex keys, all of which are contained in a secure, pocket-sized canvas wrap. “This is our first true commercial endeavour; we’re just finding our feet and starting to build up relationships within the industry. The show and specifically the Innovation Lab seems like a perfect place to spread the word,” commented Varney. BIKEBIZ.COM
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Distributors of great brands across the UK Find your Local stockist at: www.bob-elliot.co.uk or contact us on: sales@bob-elliot.co.uk Tel: 01772 459 887
WELDTITE
Homespun bike care With a solid British history, Weldtite is one of the main contenders for top UK cycle industry manufacturer. Hayley E. Ferguson speaks with managing director David Bennett-Baggs about the company’s direction… IF YOU don’t stock Weldtite products in your shop, that’s probably because you’re not a cycle retailer. In fact, the company reckons its probably the largest manufacturer of bicycle accessories in the UK. “At the last count, we were sold by about 3,500 shops – 44 BIKEBIZ APRIL
44-45 BB135 Weldtite_v3_final.indd 2
that pretty much everyone – which may or may not carry the full range,” says managing director David Bennett-Baggs. With a history spanning as far back as the Second World War, Weldtite started life as a supplier of puncture-repair kits for army vehicles to the
Ministry of Defence. It was only in the late 80s, following a move from London to Barton-upon-Humber, that it began expanding its range to cover every aspect of bicycle maintenance. And while it still manufactures over two million puncture-repair kits yearly, Weldtite is now responsible for the production of over 1.5 million containers of lubricant oil too, along with a large volume of other bicycle maintenance accessories. “Most of our competitors seem to hone in on one aspect, but we cover everything,” says Bennett-Baggs. “There certainly are competitors all round the world – I guess our German puncture-repair equivalent is Tip Top, but they’re very expensive. Because we manufacture in the UK, we’ve been able to get product to market at a very competitive price without compromising quality. Maybe some retailers aren’t aware of this enough.” Of course, there are hardly any actual manufacturers left in the UK
– Weldtite is unique in this way. “Over the last 20 years, we’ve been trying to get further down the manufacturing chain – doing this gives us great control,” BennettBaggs explains. “We started injection moulding 15 years ago, and blending our own chemicals four or five years ago. We used to buy vats of chemicals. We’re also very fortunate to have a license with the chemical company DuPont, which owns the rights to Teflon. We are the only manufacturer in Europe who can actually sell their lubricant as Teflon – our TF2 is very high-profile.” Bennett-Baggs notes that in times when the complete bicycle market flattens, Weldtite doesn’t necessarily mirror this sales dip. “When a cyclist doesn’t replace their bicycle, if anything they need to maintain it more. Historically, we haven’t always followed the trend when sales increase either, but we’ve been fortunate to see growth for 12 years running. Our turnover is just shy of 8 million pounds – a significant part of that is exports.” BIKEBIZ.COM
29/03/2017 11:51
WELDTITE
With a significant network of overseas distributors, 45 per cent of Weldtite’s sales are overseas, in 48 different countries. “Generally, foreign countries very much like British-made products – there’s the confidence in the quality. We manufacture to the international quality standard ISO 9001, and work very closely with Leeds University. We also constantly test all our products, and have a standard against the four-ball wear test. Especially, when we are exporting overseas with how the pound is, we have a real advantage at the moment.” Bennett-Baggs says that keeping price increases to a minimum in the UK is an important component of Weldtite’s value system, and despite recent hefty upsurges in cost, he claims that, in the main, that hasn’t affected the company. “We’ve managed to hold our prices. Of course, we’re using oils and plastics, which are dollarbased; those are affected, but nothing compared to if you bought a complete item from overseas.” BIKEBIZ.COM
44-45 BB135 Weldtite_v3_final.indd 3
With plans to expand, the company acquired an adjacent plot of land the same size as their current premises 18 months ago. “Whilst we’ve got 25,000 square feet, we’ve expanded to the limits of the area we have. Fortunately, we’re on an estate where we’ve been able to rent additional units as and when required, just opposite us, to have extra storage facilities. At the moment we haven’t pressed the button to start building a new factory, but eventually the time will come when we’re ready for that.” Which begs the question, will Weldtite be launching or acquiring new brands soon? “We want to remain specialist, covering everything that is required for maintenance. We are continually developing and have new products that will be launched at Taipei, but we intend to keep to our range of bicycle maintenance products, because everybody knows us under that identity.” While it won’t be branching out anytime soon, Weldtite is always working to build brand awareness
“It’s important to support Britishmanufactured products, which we are, 100 per cent.” David Bennett-Baggs, Weldtite
in the UK. Selling through a multidistributor network allows the products to be available to a wide range of retailers, which in turn maintains accessibility to consumers. “Certainly, we can react extremely quickly, we sell in the UK to our distributors only, but we do our best to supply 98 per cent of an order that will leave our building within 48 hours. We communicate the best we can, but because we don’t sell directly, we’re reliant on our network of wholesalers. We continually mail out catalogues to direct retailers through our wholesale distribution.” “It’s very easy to have a great marketing story,” says BennettBaggs. “But I strongly recommend to retailers that they look very closely at what they pay and at what we offer. I think they’ll see they’ll be able to increase their margin if they don’t buy from us already. It’s important to support Britishmanufactured products, which we are 100 per cent, and to look closely at what value you’re getting from brands produced abroad.” BIKEBIZ APRIL 45
29/03/2017 11:51
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SECTOR GUIDE
Fire it up You can’t get away from them, and by the looks of e-bikes’ market growth, you probably wouldn’t want to. Here’s what 2017 has to offer in the way of electrically-powered, two-wheeled vehicles…
DISTRIBUTOR: Madison BRAND: Ridgeback PRODUCT: E-Flight The E-Flight and E-Flight Di2 aim to combine style and practicality, providing an ideal platform for commuter and urban riders to make getting around a little easier. The E-Flight is equipped with a Shimano STEPS drivetrain, hub gears and wired-in Supernova lights to make for the most intuitive, trouble-free ride possible.
DISTRIBUTOR: Moore Large BRAND: Tern Bicycles PRODUCT: Tern Vektron With patented Tern folding technology, a Bosch Active pedelec drivetrain, integrated Valo 2 light with 150 lumens of power, and Shimano Deore hydraulic disc brakes for all-weather control, this folding e-bike is compact yet powerful. For theft prevention, the Vektron stores easily under a desk at work.
DISTRIBUTOR: Gepida BRAND: Gepida PRODUCT: Miliare Pro 2017 Gepida claims that this Bosch folding bike is the lightest of its kind. It comes with a folding mechanism that allows the complete bike to be folded in three steps. The bars tilt, the frame pivots in half and the pedals pop down. This model uses the Bosch Active line system, giving 50 per cent more assistance and 20 per cent more torque than the Performance line system. The bike weighs just 14kg. It will be available this autumn. RRP: £3,699.
DISTRIBUTOR: Silverfish UK BRAND: Mondraker PRODUCT: E-Crafty XR+ The newly expanded e-MTB Mondraker range offers an e-bike platform for any off-road rider. Top of the line currently is the E-Crafty XR+ which has been completely redesigned for this season. It features 160/140mm of suspension travel, 27.5”+ x 3.0 tyres, Sram EX1 e-bike specific groupset, industry-leading Forward Geometry and the Bosch Performance CX motor. DISTRIBUTOR: Batribike BRAND: Batribike PRODUCT: Alpha The Batribike Alpha features Shimano Altus hydraulic disc brakes and Shimano Acera gearing. High-torque rear hub motor and SunTour suspension forks provide a powerful, comfortable ride. LED display is easily upgradeable. Mudguards and lights are fitted as standard. Fitted with Datatag Stealth Pro cycle system. Comprehensive transferrable warranty with battery upgradeable to five years. RRP: £1,499 BIKEBIZ.COM
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SECTOR GUIDE
DISTRIBUTOR: Batribike BRAND: Batribike PRODUCT: Omega This Dutch-style e-bike has traditional 26” wheels. Available in a choice of three colours, the whole bike is colour coordinated. Danish designed with electrics from ProMovec to complement the Shimano Nexus 7 speed hub gears. Options on battery capacity from 10.4Ah to 17.6Ah. Comprehensive transferrable warranty with battery upgradeable to five years. RRP: £1,349
DISTRIBUTOR: Oneway Bike Industry BRAND: CUBE Bikes PRODUCT: STEREO 120 Hybrid HPA PRO 500 This e-bike has 120mm of suspension travel, a powerful Bosch drive system, updated Agile Trail Geometry and increased stiffness. Specced with RockShox Recon Silver suspension fork and remote lockout combined with with the Fox Float DPS Performance air shock with adjustable rebound damping. Wind tail included.
DISTRIBUTOR: Gocycle BRAND: Gocycle PRODUCT: Gocycle G3 At 16.3kg, the Gocycle is extremely compact when disassembled. The new Portable Docking Station allows it to be stowed securely for transport and storage. DISTRIBUTOR: Moore Large BRAND: Forme PRODUCT: Buxton 1 The Buxton 1 features an interactive, durable Bosch 250W Active Motor with 52Nm Torque & Bosch rack type battery. The comfort geometry frame is made from lightweight aluminium. Other features include shock-absorbing SR Suntour NCX suspension fork, full length mudguards, kickstand and carrier. There is also a women’s model available. RRP: £1,800
DISTRIBUTOR: Simplon BRAND: Simplon PRODUCT: Sengo 275 This full carbon and ultralight e-MTB features the powerful Bosch PERFORMANCE CX drive unit integrated into the frame. The frame has Vibrex Advanced Damping for improved comfort and the bikes are fully customisable using the configurator tool on the Simplon website. Simplon’s e-range also includes a number of commuter, leisure and other e-MTBs from which to choose.
DISTRIBUTOR: Cycling Sports Group UK BRAND: Cannondale PRODUCT: Moterra Cannondale’s Monterra line has low battery positioning and a powerful Bosch Performance CX motor in a custom position. It claims to have the shortest rear stays and lowest centre of gravity on the market. With out-front geometry and Cannondale Ai integration, the e-MTB is available in two fundamental platforms. RRP: £3,799 to £5,199. BIKEBIZ.COM
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HAMAX
CARESS
COLLECTION
Efficient shop material
Hamax of Norway – established in 1958, our primary aim is to protect what is most precious to us: our children. We develop and manufacture bicycle childseats of the highest quality, where safety is our #1 priority. Our years of expertise have lead us to create the most comprehensive range of childseats available today.
Hamax CARESS Premium quality and user friendliness
Hamax OUTBACK Bicycle trailer and stroller in one
From the twinshell, reclining Caress models to the hire-bike friendly Smiley and Kiss, every Hamax bicycle childseat is fast to fit, easy to adjust and provides years of long-term comfort and durability. Introduced in 2016, the Red-Dot Design awardwinning multi-functional Outback 2-1 child trailer offers that perfect combination of strength, comfort and manoeuvrability. A powder coated alloy frame provides strength while maximising space for 2 children, securing them with 5 point harnesses. Easy to fold and transport, the Outback 2-1 includes a stroller wheel, removeable wheels and puncture resistant tyres.
CONTACT YOUR ZYROFISHER ACCOUNT MANAGER FOR FURTHER DETAILS
SECTOR GUIDE
DISTRIBUTOR: Batribike BRAND: Batribike PRODUCT: Perdu The Perdu’s hidden 10.2Ah Panasonic battery in the chain case, front hub motor and seven-speed Shimano Nexus hub gears make power assistance discrete. Suspension forks and seat post are fitted for a comfortable ride, along with Datatag Stealth Pro cycle system. Transferable warranty, two years on battery, electrics and cycle parts, three years on motor, five years on frame. Battery warranty upgradeable to five years. RRP £1,399 DISTRIBUTOR: VOLT Bikes BRAND: VOLT Bikes PRODUCT: VOLT Kensington Built for comfort and elegance the new and improved 2017 Kensington comes with an aluminium basket and a rear wheel D-lock. With a 17-inch, step-through frame, available in cream or blue, this bike’s predecessor has had appearances in T3 magazine’s Good Gift Guide, as well as Total Women’s Cycling’s best electric bike two years in a row.
DISTRIBUTOR: Hotlines BRAND: Ghost PRODUCT: Andasol Trekking 2 E-Bike 2017 Built for versatility, this bike is available with ladies’ frames and Performance or Active Line motors. The Trekking 2 model is ready for the daily commute straight out of the box, and comes equipped with Bosch’s 400Wh battery and Active Line motor, connected lights and mudguards and pannier rack.
DISTRIBUTOR: Specialized UK BRAND: Specialized PRODUCT: Turbo Levo and Vado Custom-tuned Brose motor and top-of-the-line battery cells are built into a fully integrated system and visually clean design. Linked with the unique Mission Control app, riders have full control. Off-road, Levo pedal assist eMTBs give the user the power to ride more trails. On the road, the new Turbo Vado brings greater speed, range and quality of ride to a commute, leisure or fitness ride.
DISTRIBUTOR: VOLT Bikes BRAND: VOLT Bikes PRODUCTE: VOLT Axis Equipped with a Shimano STEPS 250W motor, Alfine Di2 eightspeed gear hub and Gates CDX Carbon Belt Drive system, the Axis will be the first to integrate all these technologies into a foldable e-bike upon its release in summer 2017. Weighing in at 18kg, it can be easily stored. When folded, the bike locks together due to strategically placed magnetic contacts. DISTRIBUTOR: VOLT Bikes BRAND: VOLT Bikes PRODUCTE: VOLT Infinity LS The Infinity LS features the Shimano STEPS pedal-assist system. Modelled on the bestselling Infinity I, the LS is one of VOLT Bikes’ premium-end e-bikes. This model features a smaller and lower shaped frame, making it accessible to those who find the Infinity I a bit big. 700c wheels, Kenda puncture-resistant tyres and SR Suntour NCX suspension all ensure the smoothest ride possible. The motor is one of the lightest systems available on the market and is powered by a high-capacity Sony battery. BIKEBIZ.COM
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SECTOR GUIDE
Cycling de rigeur Riding a bike doesn’t have to be all about high-performance kit. For some riders, looking cool in the saddle is the top priority, and who are we to sideline them? Here’s what’s on offer at the minute to serve the trendier cyclists that might frequent your store…
DISTRIBUTOR: ZyroFisher BRAND: Santini PRODUCT: Tono S/S Jersey A light and breathable jersey. Front and back are made of Sesia micro-mesh, soft, supple and breathable, while the sleeves are in Arctic Lycra; light and elasticated with inner silicone on the hems to allow a snug fit and to ensure maximum comfort and freedom of movement. In the back a large triple pocket is included to store everything a cyclist might need and the reflective piping guarantees high visibility on the road. To be paired with matching Tono shorts.
DISTRIBUTOR: Extra UK BRAND: fi’zi:k PRODUCT: LINK Shorts
DISTRIBUTOR: Madison BRAND: Lazer PRODUCT: Waymaker WAY2
LINK has combined with fi’zi:k saddles to deliver optimum comfort and performance with these shorts. LINK clothing’s interface is designed to match with the profile of Snake, Chameleon and Bull saddles, both Regular and Large sizes, to suit the three rider profiles determined according to Spine Concept EVO. Spine Flexibility and Pelvic Rotation are linked to saddle comfort – and thus performance – and in turn to the LINK shape desired.
The Waymaker is the classically styled casual addition to Lazer’s eyewear range. Available in five different colour schemes, the WAY2 weighs just 29g.
DISTRIBUTOR: Windwave BRAND: BBB PRODUCT: Fullview BSG-53 A large part of the original model’s frame has been eliminated to develop the open FullView. The new full, round lens shape not only protects against the sun and debris, it lets the user see the trail or road even better than before. Thanks to the Grilamid frame, which has proven itself on the Summit and Select, the FullView is flexible and strong, and allows the cyclist to ride without unclear boundaries ahead. Comes with spare lenses. RRP £64.95
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DISTRIBUTOR: FINDRA BRAND: FINDRA PRODUCT: Marin cowl neck stripe merino The Marin cowl necked top is designed for active women who want the performance of merino wool along with the style of a garment designed with them in mind. The Marin women’s cycle top is lightweight, seamless, and made of 100 per cent New Zealand Merino wool. It boasts activity-specific features including textured elbow patches, integrally knitted thumbholes and extra breathability from the textured detail at the nape.
BIKEBIZ.COM
IF GRAVEL IS KING THEN TITANIUM RULES SUPREME. LYNSKEY IS HEAD OF THIS MONARCHY.
250 Classic titanium performance for the discerning modern rider. The 2017 range is available now.
THE IDEAL SECURITY PARTNER FOR YOUR BIKE.
Master Lock – locking bikes for over 90 Years. Unparalleled breadth of range – D Locks, Cable Locks, Chain Locks with RRPs from only £5.99 up to £99.99. Gold Sold Secure D Locks from only £36.99. Great value for money, competitive retail pricing and dealer margins. DISTRIBUTED IN THE T UK & IRELAND AND BY
Contact your Zyro Fisher Account Manager for further details.
ZYRO FISHER HER WWW.ZYROFISHERB2B.CO.UK
SECTOR GUIDE
DISTRIBUTOR: ASSOS BRAND: ASSOS PRODUCT: T Mille Shorts S7
DISTRIBUTOR: Polaris Bikewear BRAND: Polaris Bikewear PRODUCT: Strata Packable Waterproof Jacket
These new, entry-level bib shorts offer pro-level support. The latest evolution to the S7 short series is the all-new mille short. With a wider-cut waist, these shorts are ideal for those looking for increased comfort at a good price. RRP: £100.
The lightweight, waterproof Strata Packable Jacket features YKK Aquaguard zips and fully-taped seams. The jacket packs into itself and is compact enough to be stowed away in a jersey pocket when not in use. The fit allows for layering, whilst strategic reflective detailing ensures the gloom that often comes with a downpour will not be a problem. Men’s (RRP: £85.00) women’s (RRP: £85.00) and children’s (RRP £59.99) sizes are in stock now.
DISTRIBUTOR: Georgia in Dublin BRAND: Georgia in Dublin PRODUCT: Rainwrap
DISTRIBUTOR: Georgia in Dublin BRAND: Georgia in Dublin PRODUCT: D1 Style Vest
The Georgia in Dublin Rainwrap is a light, waterproof wrap-around skirt which keeps the legs dry while cycling and walking, and the bum dry in the saddle. It can be worn over skirts and trousers and comes with a garter to prevent it from riding up in windy weather. Usable on bikes with and without a cross bar, the Rainwrap also doubles as a picnic blanket. Available in black, green, navy and red. RRP: £49.90
The GinD D1 Style Vest is a waterproof high-visibility windcheater inspired by the works of Mondrian. With reflective detail down the front, sides and back and striking panels of colour the D1 Style is perfect for being seen cycling and walking in the city and on country roads. Available in a bell shape (a-line to accommodate bulky clothing and/or a backpack) and straight, the D1 comes in white with pink and orange squares, white with orange squares and green with yellow squares. They all come with a breast pocket. RRP: £30.00
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The Rixen Kaul Klickfix system manufactured in Germany is widely recognised as a market leader for quality and ease of use. A wide selection of fashionable and functional handlebar bags and baskets are available to suit all tastes from the wacky to the conservative. All clearly illustrated on our website and available ex stock via our easy to use B2B ordering system.
GREYVILLE ENTERPRISES
01543 251328
www.greyville.com
sales@greyville.com
WWW.TIGERCYCLES.COM
Check out our full range of adults youth and kids bikes; spare parts, accessories, helmets and lugguage.
Excellent dealer margins available. To become a retailer contact us by phone: 01683 220837 by email: info@tigercycles.com
SECTOR GUIDE
DISTRIBUTOR: Redbear sports BRAND: Redbear PRODUCT: Ladies’ Bunnies and Bears long-sleeve cycle jersey Bunnies and Bears is Redbear’s latest design, created by Russian artist @vavavka. The ladies’ long sleeve jersey is part of a range which includes a long sleeve Tech-T and fitness tights. The jersey is constructed from a 140gsm Hexa-cool polyester.
DISTRIBUTOR: Buffera BRAND: BUFF Headwear PRODUCT: TDF Route 1617 Multi High UV BUFF High UV Protection BUFF is a seamless, multifunctional tubular accessory ideal for many warm and hot weather activities. Made with Coolmax Extreme, High UV Protection BUFF will wicks moisture away from the skin, making it ideal for outdoor activity. Designed to fit adult heads 53-62 cm.
BIKEBIZ.COM
DISTRIBUTOR: Bob Elliot BRAND: Funkier PRODUCT: Rosaro Gents Short Sleeve Jersey A pro racer cut, the Rosaro jersey contours the user’s shape yet allows freedom of movement. Featuring additional reflective detailing on the sleeves and the back pockets provides a safety boost. •Pro racer cut •100 per cent breathable •Moisture-wicking •Polyester; pique front/back panel fabric •Mesh underarm and side panels •SG7 firm waist gripper •Reflective strips on chest/back •Full length zipper with puller •Three standard back pockets •One water-resistant zipped back pocket RRP: £44.99
DISTRIBUTOR: ASSOS BRAND: ASSOS PRODUCT: SS Equipe Jersey Evo8 Cut in ASSOS’ racingFit, this jersey is designed for riding on the drops rather than sitting in the coffee shop. The mesh back and an open material structure increases breathability, the 3D structure of the material helps to make it faster-drying and a bonded, more-elastic zip renders it more aerodynamic. Available in nationalRed, blackSeries and voltYellow. RRP: £120.
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SECTOR GUIDE
All but the kitchen sink
DISTRIBUTOR: Greyville Enterprises BRAND: Rixen Kaul Klickfix PRODUCT: Shopper Pro Designed for use with the Klickfix system, this bag has two wide carrying straps with soft grip handles. The drawstring cover can be closed in seconds to protect contents and the lightweight, 24-litre capacity bag can be folded away after use. Manufactured in washable fabric. RRP: ÂŁ36.95
Are your customers going somewhere with their bikes? From trips to the shops to trips across the Atlantic, this sector guide has their cycling baggage needs coveredâ&#x20AC;Ś
DISTRIBUTOR: Oxford Products BRAND: Oxford Products PRODUCT: Aqua T50 roll bag
DISTRIBUTOR: Bike Belle BRAND: Mira PRODUCT: Mira Air
This bag has easy-grab carry handles, waterproof roll top closure, and internal pockets for small items. It can be wiped clean, and features waterproof construction with welded seams. A padded shoulder strap is included for added comfort, along with a front mesh pocket for storing damp items. Reflective detailing increases visibility, and water-resistant zips minimise wear-and-tear.
This backpack features a laptop compartment, an iPhone pocket and a luxury lining. The clip-on system is easy to use, with two hooks and an additional Velcro strap for added security. It can be clipped on rear carrier, and wiped with a clean cloth if it gets dirty.
DISTRIBUTOR: Silverfish UK BRAND: EVOC PRODUCT: Bike Travel Bag
DISTRIBUTOR: Extra UK BRAND: Topeak PRODUCT: Topeak BackLoader
For easy bike storage, only the handlebar, the pedals and the wheels need to be removed to fit them into this EVOC bag. The external loading wheel pockets, stable wide track wheels, universal XC/DH/29er/road bike pad and strap system, reinforced sections and multiple handles are joined by an expanded range of add-on accessories to increase protection and convenience.
The Topeak BackLoader is a large capacity seat bag specially designed for bike packers providing a streamlined way to carry gear without the need for a rear rack. The mounting system, in conjunction with compression straps, reduces the pendulum effect associated with large rear payloads, providing a comfortable ride for those long miles. Includes a waterproof inner bag and available in 6L or 10L capacity.
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BIKEBIZ APRIL 59
TOGETHER DIGITAL – PRINT – EVENTS GAMING – MUSIC – AV – PRO AUDIO – CONSUMER ELECTRONICS VIDEO & BROADCAST – EDUCATION
Global
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SECTOR GUIDE
DISTRIBUTOR: ZyroFisher BRAND: Altura PRODUCT: Vortex
DISTRIBUTOR: ZyroFisher BRAND: Blackburn PRODUCT: Outpost Seat Pack with Drybag
The Altura range has been expanded for 2017 with the addition of the new Top Tube Bag, Front Roll and Compact Seatpack. Engineered to perform, this lightweight and fully waterproof collection is an ideal way to carry gear on the frame when bike packing or commuting. At 12L, the Altura Vortex Waterproof Front Roll caters for individual needs by providing lash points, front fully waterproof zip pocket and a light attach slot, as well as a roll closure giving adjustable capacity for straight or drop bars.
The Blackburn Outpost Seat Bag is an alternative to panniers or a backpack. Capable of holding 11 litres, it is handy for overnight trips and works well for commuting or long day-trips. The removable and welded waterproof dry bag protects important equipment and adjusts easily to larger or smaller volume cargo. The Outpost Seat Pack is also easy to use, mounting quickly on almost any bike.
DISTRIBUTOR: Moore Large BRAND: ETC PRODUCT: Small Pannier
DISTRIBUTOR: Ison Distribution BRAND: Miss Grape PRODUCT: Bikepacking Bags
New to the recently-extended ETC range is a comprehensive collection of luggage. A key piece from the range are the 100 per cent waterproof panniers. With a 16 litre capacity it has a compartment that keeps gear dry with an extra pocket inside the lid cover for easy access. They are universal, fitting both left and right side, available in a choice of colours. RRP: ÂŁ35.99
This functional range of bike packing bags is manufactured in Italy, and built out of a polymer material which is very hard-wearing and lightweight. With a range of sizes, styles and uses, riders will be well-prepared for their next adventure.
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SECTOR GUIDE
DISTRIBUTOR: Hotlines BRAND: Brand-X PRODUCT: Complete Bike & Wheel Bags
DISTRIBUTOR: Brompton BRAND: Brompton Bicycle PRODUCT: Roll Top Shoulder Bag – Waxed Cotton
This padded bag features eight internal compartments to safely stow clothes/pedals/seatposts out of harm’s way and stop them rattling off the bike frame while in transit. The included tool roll means offers everything you need when it comes to reassembling your bike at the other end. The two wheel bags can be used inside the bike bag or separately, and feature their own padded shoulder straps and internal pockets for QRs/axles. The bag also features a thick, padded shoulder strap for when it needs to be carried, and roller wheels on the base for when it doesn’t. RRP: £89.99
Versatile and compact, the Roll Top bag is an about-town bag for everyday use. The clever roll top closure allows the user to adjust the capacity of the bag depending on their needs.
DISTRIBUTOR: Tiger Cycles BRAND: Tiger Cycles PRODUCT: Cycling Luggage Range
DISTRIBUTOR: Osprey Europe BRAND: Osprey PRODUCT: Momentum 26
This new range of luggage includes a fully waterproof rear single pannier bag that doubles as a backpack, complete with helmet attachment. A messenger style satchel bag with leather cover and single pannier attachment is also available, and a number of single and twin pannier bags complete the range. The twin pannier bags are available in polyester or high quality leather, while the single bags are waterproof and come in a choice of three colours.
The Momentum 26 features an AirScape backpanel with foam ridges for ventilation, ventilated stretch yoke and load lifters, and an elastic hipbelt wing. The bag also boasts a LidLock bike helmet attachment, a built-in high visibility rain cover, and a zippered scratch-free sunglasses and electronics pocket.
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BIKEBIZ.COM
2017
FORWARD FEATURES MAY 2017 The UK’s Top 20 IBDs Brakes BMX: Bikes, Parts & Accessories
SEPTEMBER 2017 Child’s Bikes, Trailer Bikes,Helmets & Accessories Indoor Training Clothing & Accessories: Winter & Reflective
JUNE 2017 Cyclocross Bikes & Accessories Bike Security Energy & Nutrition
OCTOBER 2017 Road Cycling Bikes & Accessories Bike Trailers, Car Racks & Bike Boxes Cycle Show issue: Extra distribution
JULY 2017 Women’s Specific Bikes& Accessories Cycle Lights Drive Train: Chains, Gears &Cranks
NOVEMBER 2017 Stocking Fillers: Gifts under £20 Triathlon: Bikes & Gear Bottles and Cages
AUGUST 2017 Eurobike Guide supplement Mountain Biking: Bikes & Protective Clothes Forks
DECEMBER 2017 Wheels, Tyres & Inner tubes Cycle Footwear Retail Survey 2016
Want to advertise in any of these issues?
Want your company or product to be involved with any of these features?
Contact Richard Setters rsetters@nbmedia.com or call 0207 354 6028
Contact Hayley Ferguson hferguson@nbmedia.com or call 0207 354 6002
In association with
2pure 46c Bavelaw Road, Balerno, Edinburgh, EH147AE Tel: 0844 811 2001 Web: www.2pure.co.uk
Fibrax Ltd Queensway, Wrexham. LL13 8YR Tel: +44 (0)1978 356744 Web: http://www.fibrax.com
Moore Large and Co Ltd Grampian Buildings, Sinfin Lane, Derby, Derbyshire. DE24 9GL Tel +01332 274281 Web: www.moorelarge.co.uk
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
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
North Sports 38 Kingston Avenue, Neilston, Glasgow, East Renfrewshire, G783JG Tel: 07746 933795 Web: www.northsports.co.uk
Continental North Parade, Aberystwyth, Ceredigion, Wales, SY23 2JR Tel: 01970 626777 Web: www.conti-tyres.co.uk
EBCO 5 Pegasus House, Olympus Ave, Warwick, CV34 6LW Tel: Tel +01926 437700 Web: www.ebco-ebikes.co.uk
EDCO Components North Parade, Aberystwyth, Wales, SY23 2JR Tel: 01970 626777 Web: www.edco-wheels.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
Pitbitz Ltd Unit 6 Thorpe Drive, Thorpe Way Industrial Estate, Banbury, Oxon, OX16 4UZ Tel: 01295 269333 Web: www.gazeboshop.co.uk and www.thebikeboxcompany.co.uk
Mealor-Clarke Cycle Spares Ltd Unit 1, Eastlands Road, Leiston, Suffolk, IP16 4LL Tel: 01728 830 055 Web: www.mealorclarkecyclespares.co.uk
Raleigh UK Ltd Church Street, Eastwood, Nottingham, NG16 3HT Tel: 01773 532600 Web: www.raleigh.co.uk and www.cyclelife.com and www.diamondback.co.uk
Met Helmets / Bluegrass 22-24 Ely Place, London, EC1N6TE Tel: 0207 1937 496 Web: www.met-helmets.com
Reece Cycles plc 100 Alcester Street, Birmingham, B12 0QB Tel: 0121 622 0180 Web: www.reececycles.co.uk
The BikeBiz Directory 2017 is out now, providing the industry with a must-have guide to the UK’s retailers, distributors, manufacturers and related businesses. If you’d like to find out more or require additional copies please contact rsetters@nbmedia.com or call him on 020 7354 6028
DISTRIBUTION AND WHOLESALE
E-COMMERCE AND EPOS
EVENT ORGANISERS, HOSTING, HOLIDAY AND HIRE
Schwalbe Tyres UK Ltd Schwalbe Centre, Hortonwood 30, Telford, Shropshire, TF1 7ET Tel: 01952602680 Web: www.schwalbe.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
Stolen Goat Unit C1E Threshold Way, Fairoaks Airport, Woking. GU24 8HU Tel: 01483 361146 Web: www.stolengoat.com
The Cycle Division Unit 27 Gatehouse Enterprise Centre, Albert Street, Lockwood, Huddersfield, West Yorkshire, HD1 3QD Tel: 01484 456137 Web: www.thecycledivision.com
Zyro Fisher Ltd Roundhouse Road, Faverdale Industrial Estate, Darlington, DL30UR Tel: 01325 741200 Web: www.zyro.co.uk / www.zyrofisherb2b.co.uk
MANUFACTURERS
MARKETING, PR AND CONSULTANCY
MEDIA AND PUBLISHING
ASSOS 57 Farringdon Road, London, EC1M 3JB Tel: 0203 621 1555 Web: www.assos.com
Buffera Limited Cranbourne House, Cranbourne Road, Potters Bar, Hertfordshire, EN6 3JN Tel: Tel +01920 460754 Web: www.buffwear.co.uk
Met Helmets / Bluegrass 22-24 Ely Place, London, EC1N6TE Tel: 0207 1937 496 Web: www.met-helmets.com
ORGANISATIONS, CHARITIES AND ASSOCIATIONS
RETAILERS, WORKSHOPS AND MAIL ORDER
SERVICES AND TRAINING
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
700c Cycle Shop Insurance Plough Court, 37 Lombard Street, London. EC3V 9BQ Tel: 0333 433 0827 Web: www.700cinsurance.co.uk
Cycleguard Insurance Southgate House, Southgate Street, Gloucester, GL1 1UB Tel: 0333 004 3444 Web: www.cycleguard.co.uk
Oneway Distribution BV PO BOX 12, 3000 AA Rotterdam Tel: 0031 10345 3510 Web: shop.o-w-d.nl PowerBar UK The Hive, 51 Lever St, Manchester. M1 1FN Tel: +44 (0)161 641 0056 Web: www.active-nutrition-international.com Pinhead Components Inc Jasper Ave, Edmonton, Alberta. Canada. T6K OK6 Tel: 1-780 465530 Web: www.pinheadlocks.com Red Industries Borough House, Berkeley Court , Borough Road Newcastle-under-Lyme, Staffordshire ST5 1TT Tel: 01782 824026 Web: www.redindustries.co.uk
Bike Rental Manager c/o H W Fisher & Co Acre House, 11-15 William Road, London. NW1 3ER Tel: +33 4 66 03 14 32 Web: www.bikerentalmanager.com
Citrus-Lime Limited Lantern House, The Ellers, Ulverston, LA12 0AA Tel: 01229 588 628 Web: www.citruslime.com
Rozone Limited Queen Street, Darlaston, Wednesbury West Midlands. WS10 8JB Tel: 0121 526 8181 Web: www.rozone.co.uk
Visijax Cotesbach House, The Precinct, Main Street, Cotesbach, Leicestershire, LE17 4HX Tel: 07810 838934 Web: www.visijax.com
The BikeBiz Directory 2017 is available to view online at
www.bikebiz.com
MARKETPLACE
TO ADVERTISE IN THESE PAGES PLEASE CONTACT rsetters@nbmedia.com or call 0207 354 6028
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ONE WATCH, INFINITE ADVENTURES
ANGIE HOHENWARTER - MTB AMBASSADOR
BIKES & ACCESSORIES
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on all parts via www.madisonb2b.co.uk
Hangers, BB solutions, Bearing presses, Sealed bearings and Workshop solutions 6USPUL OHUNLY Ä UKLY! www.wheelsmfg.co.uk
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2017 RANGE NOW IN STOCK!
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As worn by Team Mule Bar Girl â&#x20AC;&#x201C; Sigma Sport
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EPOS & ECOMMERCE
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FRAME RESPRAY, REPAIR & BUILD SERVICES
PRINT SERVICES
Bike Frame Stickers Visit our new website
Get your name around, remind your customers where they bought their bike or accessories and where to take it for a service. Any size, shape up to 60x40mm, 1-3 colours include laminate so no scratching. 500 £92 1000 £120 2000 £165 Origination £30
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OFF TRACK
OFF TRACK
THE TRADE’S ROUND-UP OF STATS, VIEWS AND RANDOMS
NUMBER CRUNCHING
10CE0NT
Pe inEcreRase in registrations
th
27,000
ck d at the Ba that Fat La rth o N p U s it r reported fo is year Sportive th
the number of people who signed the British Cycling petition asking the Department for Transport to create a rule for road users to give way when turning
41 PER CENT the proportion of Raleigh’s turnover made up by e-bike sales
£4.4M
48 HOURS the time in which Cycling UK’s close-pass cycle mats hit their funding target on Kickstarter
y industry ised only b the sum ra e last 12 th r ons ove contr ibuti Levy e Bike Hub years for th me Sche
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TEAM PROFILE
ZyroFisher The basics about the people you might be dealing with...
ROLE AT ZYROFISHER: I look after the team who are out on the road, selling the Fisher product portfolio.
ROLE AT ZYROFISHER: When something goes wrong, I’m here to put it right. I fix any problems customers may have, and look at what we can do to prevent them.
BEST CYCLING EXPERIENCE? Being in Champery for Danny Hart’s amazing World Champs win in 2011.
Paul Moran Head of Fisher Field Sales
FAVOURITE RIDING SPOT? I mainly ride my MTB around the South Downs & Peaslake, but my favourite place to ride is Les Arcs.
BEST CYCLING EXPERIENCE? The first time I rode 50 miles, having not cycled for 15 years, was a great achievement for me.
Emily Cann Customer Services Manager
ROLE AT ZYROFISHER: I manage the internal sales team, and identify products that will benefit our customers to help develop their business in line with their vision.
ROLE AT ZYROFISHER: My role is supporting the business in its next stage of development. BEST CYCLING EXPERIENCE? My best cycling experience was riding in Santa Cruz.
BEST CYCLING EXPERIENCE? Cycling with my family in beautiful Aviemore – when my daughter reached an age where she could keep up! Bev Brear Internal Sales Manager
FAVOURITE RIDING SPOT? Anywhere and everywhere, as long as it’s relatively flat!
Andy Budd Field Sales Director
ROLE AT ZYROFISHER: My role is to bring growth and synergy to the sales teams.
Damon Smith Sales Director
BEST CYCLING EXPERIENCE? Riding the Megavalanche.
Nikki Hawyes Head of Fisher Brands
ROLE AT ZYROFISHER: I lead the brand management team for the Zyro side.
Ed Waterston Head of Zyro Brands
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FAVOURITE RIDING SPOT? Morzine.
ROLE AT ZYROFISHER: I lead the marketing strategy and implementation for the business and all of the brands we represent in our portfolio.
BEST CYCLING EXPERIENCE? Riding with Peter Sagan in California – he did a one handed wheelie as he left me for dust. FAVOURITE RIDING SPOT? The Durham Dales have some absolutely stunning scenery, challenging climbs, and most importantly, excellent café stops.
FAVOURITE RIDING SPOT? My favourite places to ride are the Yorkshire Dales, Mallorca and Morzine.
ROLE AT ZYROFISHER: I manage a fantastic team of brand managers who support me in working with our brands to set the commercial strategy for our Fisher brands in our market.
BEST CYCLING EXPERIENCE? St Jean-de-Maurienne. I’ve gone riding the French Alps with my father for the last 20 years. He still gives me a hard time at 76! FAVOURITE RIDING SPOT? I love riding in North Yorkshire. Helmsley, Osmotherley, Great Ayton; it has everything on offer.
FAVOURITE RIDING SPOT? Getting lost in the country lanes of North Yorkshire – they don’t call it God’s Country for nothing!
BEST CYCLING EXPERIENCE? There are too many. Travelling to new places to ride with friends is always a good time.
Jonathan Sherwood Group Head of Marketing
FAVOURITE RIDING SPOT? Right now, most of my riding is split between Hamsterley Forest, the bridle ways around Durham and the local BMX track.
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Stephen Holt, Commercial Director
NEW BRAND INSPIRED BY IRONBRIDGE BICYCLES BY Design has launched new handmade British bike brand Ironbridge Bicycles, inspired by Shropshire world heritage site and birthplace of the industrial revolution, Ironbridge. The bikes were designed to echo the traditions of the area and utilise the skills, materials and aesthetics of modern British design and manufacturing. They will be available in the coming months. Robert Wade from Bicycles By Design commented: “It’s so amazing to be
launching new brand Ironbridge and in the process drawing on our heritage and skills. The bike is aimed at the customer wanting a traditional but contemporary high-quality hand-made British frame without the expense, involvement and waiting time of a bespoke frame. It is an exciting collaboration between ourselves and other small frame builders and industry partners to evolve a model of working to sustain our businesses postbike boom.”
WATCH YOUR SALES BLOSSOM WITH CYCLESCHEME WITH LIGHTER days and warmer weather ahead, spring is the perfect time for new cyclists to get on the road. That’s great news for you – as a Cyclescheme partner retailer, you can look forward to brand-new cyclists coming your way to spend up to £1,000 on a bike and equipment. Your sales opportunity begins before a customer has even stepped through your door. With the Cyclescheme “Find a Retailer” function, customers can browse their local stores, check out profiles and decide who’s worth a visit.
Treat your store profile to a spring clean and make sure you stand out from the crowd. Why not start a gallery and showcase your store, friendly staff and brilliant product? Or spend some time beefing up your bio and tell customers exactly why they should come and see you. With an eye-catching profile, you can look forward to welcoming customers (who are looking to buy!) to your store. Wow them in person with your winning service and products, and secure those Cyclescheme sales. Don’t forget that going the extra mile will help you secure future sales and servicing opportunities from new customers. Put a spring in your sales today and visit your Cyclescheme B2B to update your store profile.
Stephen Holt is commercial director of Cyclescheme, the UK’s leading provider of tax-free bikes for work. You can reach him on Twitter @cycleschemeltd
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SPOKESMAN
Brexit doesn’t mean you needn’t bother about new data rules Send emails to customers? You have until May 25th, 2018 to clean your database, or risk big fines, argues Carlton Reid... I’VE RUN two successful Kickstarter campaigns, raising £30,000 in pre-payments for books I planned to write. Each campaign reached its initial target within 24 hours. How did I do this? Emails. I’ve got a decent social media presence and have placed articles on my book projects in national newspapers, but it’s my email list that brings home the bacon. Instagram, Snapchat, Twitter, Facebook, and the rest are important channels – and I’m sure that, like the CIA, you’re using them to great effect to drive business to your door, digital or otherwise – but it seems that the trusty old email remains one of the most effective marketing tools. I keep my email list clean and up-to-date via MailChimp (other bulk email delivery services are available) but when the General Data Protection Regulation comes into force in May next year, I’m going to have to be able to prove that the opt-ins did just that. Big companies have data-regs compliance teams – I don’t, and nor, I suspect, do you (unless you’re from Chiggle, that is). GDPR will replace the current EU Data Protection Directive and most national data protection laws. It’s already in force, but there will be no prosecutions for noncompliance until after June 2018. Ah, but we’re Brexiting soon, there’s no need to worry about this sort of Brussels red-tape. Wrong! It’s probable that this will be one of the laws we’ll absorb as we’re riding over to the sunny uplands of Brexitopia promised by Boris and the other buccaneers. Fines for data breaches will be up
to four per cent of turnover. So, what’s the deal? The data you hold on customers – think bike-fit data as well as addresses – will have to be squeaky clean, and you’ll have to prove you have their names, addresses, birthdays, inside leg measurements and helmet sizes by explicit consent. You’ll also need to prove when those juicy details were added to your database and how exactly you captured them. Web guru Si Watts suggests sending a “one-off mailshot with an incentive to remain on the list so that you have consent, then destroy the details for anyone who doesn’t respond. If tying in against old transactions, you might consider anything more than two or three years ago as tainted.” That’s sound advice, and this will all be applicable even if you don’t send goods to overseas customers. If you do send items abroad, then it’ll be vital to be compliant pretty darn soon. During a Q&A session before a parliamentary select committee, Karen Bradley MP (the minister for Culture, Media and Sport) confirmed that the UK will “opt in” to the GDPR when it comes into force, with or without Brexit. The UK will be a member of “the EU in 2018 and therefore it would be expected and quite normal for us to opt into the GDPR and then look later at how best we might be able to help British business with data protection while maintaining high levels of protection for members of the public.” The UK Information Commissioner’s Office welcomed this stance, citing the importance of
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public confidence in the protection of personal data to the growth of the digital economy. What is the GDPR? The General Data Protection Regulation was finally agreed by the European Parliament after four years of deliberations in April 2016. There is a two-year transition period for implementation, meaning that the UK is not obligated to apply it until May 25th, 2018. The European Council says GDPR give individuals more control over their personal data, including: Q the need for the individual’s clear consent to the processing of personal data Q easier access by the subject to his or her personal data Q the rights to rectification, to erasure and “to be forgotten” Q the right to object, including to the use of personal data for the purposes of “profiling” Q the right to data portability from one service provider to another
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Once outside the EU, if the UK doesn’t adopt GDPR, there is a risk that the European Commission would not regard the UK as a “safe third country” (one that has “adequate protection” of citizens’ rights) for the receipt of the personal data of EU citizens. Our government’s not-at-all sinister “snooper’s charter” – or Investigatory Powers Act – means that the Commission may take some convincing that the UK would adequately protect privacy rights. In a speech in 2016, the Information Commissioner, Elizabeth Denham, said that “no matter what the future legal relationship between the UK and Europe, personal information will need to flow. It is fundamental to the digital economy. In a global economy we need consistency of law and standards – the GDPR is a strong law, and once we are out of Europe, we will still need to be deemed adequate or essentially equivalent.” In short, even if you don’t market to any customers abroad it’s still likely you’ll have to comply with GDPR so best to start taking measures now rather than risk a thumping fine in 2018.
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