CI.N Issue 005 / 2021

ISSUE 005 // 2021

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from the editor

Mark Sutton > editor Cycling Industry Chat

IS IT COMING HOME? A fascinating stat has jumped out at me between this and our last issue thanks to the EU cycling organisation CONEBI, an umbrella to Europe’s trade bodies that tracks market data closely; that’s the finding that as much as 80% of electric bikes supplied in the EU now are now produced locally. Though we have all been aware for a number of years that many brands are bringing their assemblies, and in some cases manufacturing, closer to home I had not yet bargained for a figure so lofty, even accounting for the sharp dip in Chinese exports. A further upside is evident in the number of jobs attributed to this; some 155,000 roles with SMEs across the continent.

It’s a turbulent old world out there still and all the signs seem to point to brands wanting a tighter control on their destinies going forwards. Whether it’s the tariff turn offs, a levelling out in costs thanks to rising wages in the far east, political instability or something else entirely, the reasons to return are mounting.

Addressed later in this magazine is the additional burden of shipping goods from one side of the globe to the other, which continues not only to be a costing headache, but also an environmental burden in a world where consumers are increasingly wishing to know the true impact of their purchase.

The pandemic has made change all around us evident, accelerating distant forecasts to the present day. Electric bikes, once derided in parts of the trade as somehow impure, put €10.6 billion through European cash registers in 2020, representing more than half of the market’s €18.3 billion revenue. For those who embraced incoming change early, the wave has lifted ships rapidly.

Having a better overview than most, Bosch eBike System’s CEO Klaus Fleischer again reiterates that we are on course to see half of all bikes sold in Europe carrying pedal assistance by 2025. If he’s correct, as the trajectory of sales will appear to put him on course to be, that’s going to be a lot more stimulation of the bike economy in Europe on current trends.

Bike shops with specialist skills and the opportunity to demo on the doorstep stand to quickly develop reputations in local communities, many of whom will still be slinging a leg over for the first time. With forecasting now accounting for a plateau as supply recovers there is a window to catch the wave as it rises again.

@CyclingIndustry @MarkSuttonBike mark@cyclingindustry.news www.cyclingindustry.news

Publisher

Jerry Ramsdale jerry@cyclingindustry.news Editor

Mark Sutton mark@cyclingindustry.news Staff Writer

Liberty Sheldon libby@cyclingindustry.news Consultant

Jon Harker jon@cyclingindustry.news Sales Executive

Alfie Brown alfie@cyclingindustry.news Head of Production

Luke Wikner luke@cyclingindustry.news Designers

Dan Bennett • Tina Ries Victoria Arellano

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the professionals

BY APPOINTMENT There are many things that will never quite be the same after the pandemic, but not all change is to be feared. Three indie bike shops share their thoughts…

John Clark Velospeed

DID YOU IMPLEMENT APPOINTMENT ONLY VISITS DURING THE PANDEMIC AND HOW DID YOU FIND IT IF SO? John Clark, Velospeed We asked customers to call to make an appointment so that we could keep numbers in the shop down. Some did, many didn’t and still just turned up.

But generally people were happy to wait if we were busy (which we were!)

Lucy Hall, Bicycle Works During the first lockdown we reduced our opening hours to morning only and offered appointments for bike sales in the afternoon. This was largely to manage demand – there were so many people wanting bikes and repairs that we weren’t getting any work done. The appointment system worked OK at that time because most people were very attuned to shopping restrictions, and checked online before calling in.

Lucy Hall Bicycle Works

Sandra Corcoran Pennine Cycles

Sandra Corcoran, Pennine Cycles Yes, we felt appointments were a sensible option when the country went into lockdown. It allowed us to manage customers’ expectations and ensure we only had one customer in the shop at a time, especially while restrictions were strict in those early days. We found it worked well as customers got used to the new system and if they didn't have an appointment, they were usually willing to wait or come back at a more convenient time.

via email and it added some extra admin for sales staff. Once things opened up again in the summer we returned to normal opening hours and stopped offering appointments.

We have never run a booking system for repairs; customers just have to leave their bike with us until we get it fixed. We are lucky to have a lot of storage space at our premises, and we offer courtesy bikes for a nominal sum so there is that option for anyone who can’t be without their bike.

HOW ARE YOU MANAGING APPOINTMENT ONLY TRADE, HAVE YOU IMPLEMENTED A BOOKING SYSTEM?

Sandra Corcoran, Pennine Cycles Yes, we have a booking system although some people will still turn up and we always do our best to be flexible. People were understanding with the changes we had to implement.

John Clark, Velospeed It’s more relaxed than that, we just make appointments in our google calendar when someone contacts us.

Lucy Hall, Bicycle Works We ran the appointments manually

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the professionals

BY APPOINTMENT DOES THIS GUARANTEE A BETTER QUALITY OF TIME WITH THE CUSTOMER? John Clark, Velospeed We always give customers as much time as they want, luckily this has generally worked out although we’re sometimes juggling customers. We find a limited time appointment is frustrating for some customers so don’t want to enforce a strict regime.

Lucy Hall, Bicycle Works Appointments certainly worked well for e-Bike sales, and meant we were ready and prepared to spend time with the customer. We have considered reintroducing them. When stock levels get back to something like normal, we may set up e-Bike appointments again, but I think we will always be open for walk-ins as well.

Sandra Corcoran, Pennine Cycles For those who made an appointment, we were expecting them so we could allocate our time and be prepared for their requirements. It doesn't stop us from breaking off from them if someone else does arrive or the telephone rings.

It's also been challenging as different restrictions kept changing and people thought we were open as "normal" but that wasn't the case under government guidelines.

masks and keep their distance, and trying to be outside with them as much as possible. Other than that, we’ve been very busy and it’s business as usual.

Lucy Hall, Bicycle Works Bicycle Links has always sold refurbished used bikes. During the pandemic we discovered a market for what you might call ‘upcycled’ second hand bikes with lots of new parts fitted at a price around twothirds of a new bike. We tend to do it to order. It has helped to fill the gap caused by the shortage of new bikes to sell and meet the boom in demand. We'd assumed that customers with a bigger budget would always want brand new, but it seems this isn't always the case.

Sandra Corcoran, Pennine Cycles We still keep the door locked to minimise the number of customers in the shop at one time. We also try and speak to customers outside and we are fortunate our front space allows this and we have been lucky with the weather. We will keep mask wearing for customers and staff who prefer and a hand sanitising station, plus regular cleaning. We will continue to promote click and collect and build on our online shopping presence.

WHAT, IF ANY, OTHER CHANGES HAVE YOU KEPT FOR THE BUSINESS THAT HAVE BEEN PUT IN PLACE IN THE PAST 18 MONTHS? John Clark, Velospeed We’re taking all the sensible precautions, asking customers to wear

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IN THE ABSENCE OF STOCK RELIABILITY, WILL YOU ATTRACT CUSTOMERS WITH ALTERNATE SERVICES?

John Clark, Velospeed As restrictions ease and customer confidence returns we are hoping to have events here – but the problem is stock, so attracting more customers at the moment means adding them to a waiting list for bikes, and that waiting list is often a moving target as manufacturers just can’t get the components. Crazy times.

Lucy Hall, Bicycle Works We tried classes in the past and found it a hassle. The demand for classes and events is mostly at evenings and weekends, and our staff are already working daytime shifts, so it is hard to organise unless you employ someone to run them full time. It’s difficult to make it work as a sideline.

What we have done is open a pop-up workshop for our volunteer sessions, and extended volunteering to four days a week. Volunteers work on refurbishing bikes; they learn skills, and in exchange we get more second hand bikes ready, so it works well. It has also reduced the risk of Covid crossinfection by keeping volunteers separate from our shop staff.

Sandra Corcoran, Pennine Cycles As we move forward and people are happier to mix we will begin to restart out nutritional and basic maintenance events. We did not proceed with our road race in June this year. We also will start to push to grow VC Bradford, our cycling club we sponso. The shop has had increased interest in cycling club riding lately and increasing numbers gradually for the Club Sunday rides.

We will shortly restart our welcoming complimentary espresso and Yorkshire tea offering to customers.

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MARKETING AND ADVOCACY There is a feeling that the bike industry’s priorities have changed on the marketing front. Where previously the MAMIL became the iconography of cycling, now an invitation to all to take to bikes for transport is winning out. CyclingIndustry.News market research reveals more…

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WHERE SHOULD THE INDUSTRY BE DIRECTING ITS CONSUMER MARKETING SPEND? ANALYSIS The enormous overhead banners cast over stands at trade shows tend to be a pretty good bellwether for the focal pint of the industry. With a lack of such events in recent times we will have to imagine that the imagery overhead would now depict Joe or Jolene public quite simply going about their business on a sit up and beg bike, that is rather than the aerodynamic and performance portrayal beamed in years prior.

The industry, it seems, has acknowledged there is a big blue ocean out there of potential customers and that having a tunnel vision on one demographic that has already been heavily sold into is perhaps narrow minded, in particular in the context of cities accelerating moves toward micromobility over massivemobility.

Three in four bike shops now wish to see non-cyclists prioritised in marketing efforts and this year, finally, it seems as though brands agree. Now found at some of London’s busiest tube stations, among other high-traffic destinations, are ads for Specialized electric bikes. Nothing sporty, just a comfortable commuter ride advertised

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to commuters en-route to a date with a packed tube carriage. Likewise, Cannondale has delivered high profile campaigns in Times Square, among other destinations.

In tandem with this broadened view on who the bike shop’s potential customer may be, campaigns to bring about equality and end discrimination are now rightly ubiquitous. Marketing imagery is gradually becoming more representative of society, even if magazine covers generally have a little catching up to do. It is therefore unsurprising to see near half of bike shops acknowledging that the bike industry is behind on marketing to half the market; 45% now wish to see more marketing pitched at potential female bike riders.

38% of retailers narrow the marketing preference down to current commuters and so ads on buses and tubes will be welcomed. Likewise, the same portion wish to see the youth encouraged to take to bikes, whether as a means to trim school run traffic, or to help university students choose affordable and appropriate transport for campus.

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Cycling Industry News’ fourth annual Retail Study is available to purchase in full. To obtain a copy of our 47-page report email the editor at mark@cyclingindustry.news

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77% 54% 41% 40% 38% 37% 26% 25% 23% 18% 0

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WHAT ARE THE GREATEST OBSTACLES TO GROWING CYCLING NUMBERS? ANALYSIS While there are fluctuations year to year in perception of just how much of an impact on bike sales the weather poses, if there is one constant it is the recognition by four in five retailers that the lack of safe cycling infrastructure on offer to cyclists is a significant drain on cycling’s appeal to the masses. Our study is of course far from alone on that conclusion.

38% specifically cited customer theft concerns as one other infrastructure drawback that does not reassure potential commuters.

With the industry now turning its marketing attention to the big blue ocean of potential customers, rather than existing enthusiasts, we have a chicken and egg scenario where those customers theoretically may not engage with advertising if they are already aware of how anti-social local roads are. Anecdotally, CI.N has noticed many bike shops sharing local authority surveys on post-Covid redevelopment, indicating that shop managers are increasingly aware of their role as

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advocates of active travel provision, which naturally should come full circle in new customer terms over the long-term.

There are encouraging signs that education of the consumer on the possibilities opened up by electric bikes are filtering through. While there is undoubtedly a way to go, just 23% of shops badge education campaigns as a priority versus 32% last year.

For the first time an assessment was made on the perception that politics can often get in the way of progress and it appears national policy decisions concern two in five shops.

Cost of entry remains the least of the concerns, but rose marginally from 7% to 10%, perhaps in relation to the fact that prices were rising faster than usual at the tail end of our survey period. Since the study’s conclusion further turbulence on pricing has emerged and so we might reasonably expect shops to express greater concern here next year.

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FOR WHICH OF THE FOLLOWING OBJECTIVES WOULD YOU SUPPORT AN INDUSTRY FUND? ANALYSIS A key difference year-to-year is that, with the efforts of the #BikeisBest campaign and subsequent creating of the Cycling Marketing Board in January, the UK bike trade does now have a collaborative and non-brand specific marketing effort. Spanning all channels from television through to prime location billboards in key cities, the campaigns that are deemed a priority for 29% of stores do now exist. Specific campaigns early on in the #BikeIsBest journey amassed as many as 32 million ‘impacts’, believe the organisers.

Bike shops are, however, businesses and so direct impact on sales is a far more valuable and attractive carrot. 34% are of the opinion that lowered taxation on bike products would go a long way to incentivising more people to change their travel habits and thus benefit their health, congestion, and a number of other secondary perks the Government may wish to consider.

There is of course the Cycle to Work scheme which offers tax breaks, but this comes at the expense of commission on tight margins, something many shops have grown weary of accepting.

In the future there may well be further discussion on

electric bike subsidy, but for the time being incentives have been dished out to local authorities to put in place trial schemes, rather than to directly influence the consumer to make a purchase. With a purchase subsidy available to electric car buyers many will feel our industry has been short-changed one more in transport terms.

London’s Liverpool Street is one station with bike ads

WWW.CYCLINGINDUSTRY.NEWS // 011

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(( RESEARCH CYCLING AND THE PRESS ))

PRESSING ISSUE It’s fair to say that cycling gets a rough ride in the press and that, bike shops believe, is directly affecting sales. Laura Laker, co-author of new reporting guidelines covering vulnerable road users, writes on what’s being done to protect cyclists and the future of active travel…

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ike shops tell Cycling Industry News one of the biggest obstacles to growing cycling numbers is cycling’s portrayal in the press.

A whopping 40% of respondents expressed concerns about this in CIN’s 2021 Independent Retailer Survey, the fourth biggest concern, behind appropriate infrastructure, the weather and political will at a national level. Of concern could be anything from the ‘e-Bikes are dangerous’ narrative, to some stereotyped depictions of cyclists by UK media.

The thinking is, if cycling is portrayed as dangerous, it could put people off getting on a bike or staying on one, particularly with traffic volumes increasing, as many people avoid public transport. Language also affects behaviours, and not just perceptions. If drivers see cyclists as illegitimate road users, research shows, they are more likely to treat them badly or even act aggressively towards them. Not only is that enough to force many of us off the roads, we know fear of traffic puts most people off cycling at all.

It’s a longstanding problem, and one that’s not peculiar to the UK. There are the blatant examples, such as stereotyping of ‘Lycra Louts’ and poor taste comment pieces suggesting cyclists are irresponsible and dangerous scofflaws, or even ‘jokes’ about harming them. There’s also the local news ‘polls’ suggesting cyclists are an annoyance and asking readers whether they should face licensing, mandatory helmet laws or number plates.

Guidelines already exist to help journalists avoid inadvertently worsening public discourse and behaviours around suicides, and to avoid glamourising domestic violence, or over sympathising with abusers, for example.

They exist because we know language matters, and this is why we at the University of Westminster’s Active Travel Academy felt guidance around reporting on road danger was needed, to help raise the standard of public discourse, and understanding of the topic – with a view to

improving road safety. It’s not just about cyclists, but it arguably affects cyclists and pedestrians particularly.

Research tells us even subtle changes in wording around road collisions has huge impacts on readers, from where they focus attention, and blame, to what they feel the solutions are, and how much they support change. It’s not about apportioning blame prematurely, but presenting the facts accurately, without falling into certain traps based on our own unconscious biases.

Analysis of news reports has found too often attention is focused on vulnerable road users (cyclists and pedestrians), usually in subtle ways. One study found news articles describing a collision as ‘pedestrian hit by car’, leads readers to focus attention, and with it blame, on the one named human actor, more so when that actor appears first in the sentence. Casual mentions of a pedestrian wearing dark clothing at night also shifts blame on to the pedestrian.

Similar wording is often used in cycling collisions ‘cyclist hit by car’ is all too common. Then there is the rather more fanciful ‘car decided to...’ as if vehicles are sentient.

On the positive side, news articles that include context, such as how many collisions took place in an area over time, or trends in type of collision, can profoundly impact readers’ understanding that crashes often aren’t isolated incidents, but are a result of poor road design, or human behaviour – things that can be improved. This also helps improve support for measures to address those problems.

We identified some of the problems in news coverage, read the research, and talked with various professionals and people with experience in the field, from those in policing and media to legal and road safety organisations, and produced draft guidelines for consultation last autumn. We received a whopping 198 responses from an online form and web portal, 72% of whom agreed with the Guideline principles. Respondents were members of the public, road safety organisations, police, and media experts, and journalists. The messages of support from cyclists were striking, with some sharing their own experiences on the roads, and their sense that poor attitudes impact how safe they feel cycling and how much care other road users treat them with.

The consultation taught us a lot about what we were and weren’t getting right, and we went back to the drawing board this year, to try and do better. We produced ten guidelines that align with journalistic and road safety principles and, we hope, will help journalists and broadcasters do their jobs to the highest possible standard.

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(( RESEARCH CYCLING AND THE PRESS ))

THE GUIDELINES 1. Be accurate: Be clear about what you know and don’t know.

When you learn more, update your story to reflect that.

at greater risk in a collision. Some junctions are notorious – if collisions aren’t isolated, don’t let people believe they are.

2. Avoid calling it an accident: unless it actually is one.

Most collisions are preventable.

9. Don’t OK lawbreaking: Speed cameras don’t “target” drivers, they save lives. Research shows reporting that reflects that makes people more likely to support enforcement of these laws.

3. Talk about the driver, not their car: Use phrases like “the driver was speeding” over “the car was speeding”.

4. Consider the family of the victim: when publishing details of collisions.

5. Be careful with photos and images: Beware of publishing number plates, or footage or images taken behind the wheel, that might condone phone use while driving.

6. Injury is more important than delays: Loss of life or injury shouldn’t be overshadowed by traffic delays.

7. Be wary of generalising groups: Does your writing negatively generalise a group of people like cyclists or disabled people? This can lead to them being treated badly on the roads.

8. Give context: Large vehicles like SUVs cause more damage than small ones. Pedestrians and cyclists are

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10. Talk to the professionals: Journalists aren’t expected to be experts in road collisions, so the guidelines document provides relevant contacts.

We hope these guidelines provide a template to discuss road collisions. Now we have the difficult task of changing our language in a way that doesn’t put emphasis by default on those least likely to do harm, especially before we know the full facts, but treats collisions with fairness and understanding of the issues.

The industry can help by spreading the word – but it’s crucial this is a conversation and not a finger-wagging contest. Journalists aren’t expected to know everything and, like us, they are subject to prejudices. The Guidelines are there to guide, to help professionals do their jobs to the highest standards, not to berate. Journalists are already subject, at times, to horrific unwarranted abuse for providing an often badly-paid public service.

“THE INDUSTRY CAN HELP

BY SPREADING THE WORD – BUT IT’S CRUCIAL THIS DOES NOT BECOME A FINGER WAGGING CONTEST...”

The industry can talk to relevant titles and publishers, whether local newspapers and broadcasters, or even national ones. Point them to the Guidelines, and politely tell them how they can do better. Broadcasters, journalists and publishers we’ve spoken to understand what we are trying to achieve, and are broadly supportive, but change takes time.

Government departments aren’t immune to describing the ‘number of cars speeding’ annually, and police forces’ press offices across the country repeatedly fall into the same trap with news releases, that are often copied verbatim by time-pressed journalists. Some still default to ‘accident’, instead of collision or crash – which one roads policing expert described to us as ‘like labelling a death as murder before an investigation has taken place’.

Some clauses, such as #3 are harder to swallow than others, and some fear saying ‘driver hit pedestrian’ or ‘driver collided with pedestrian’ could constitute a presumption the driver was at fault – even though plenty of outlets would say ‘cyclist hit pedestrian’ without qualm.

There is a place for compromise, i.e., when obviously describing the actions of a driver, swapping ‘car fled police’, for ‘driver fled police’, i.e. We hope, similarly, that we can take feedback to improve the Guidelines over time.

The Guidelines are on our dedicated website www.rcrg.com in accessible .odt and .pdf format along with our consultation report, and our references with relevant studies and quotes from experts.

CyclingIndustry.News pledges to adhere to Media Reporting Guidelines The trade’s emphasis on the very direct impact of poor reporting on all matters cycling in the press has been a standout stat in our annual research for two years now. 40% of bike shops have significant concerns that both local and national press reporting is detrimental to sales of cycling goods and ridership rates.

We at CI.N agree strongly with the sentiment and believe addressing the language and imagery often used to portray cyclists in the press is a matter of industry interest. Whether it is wrongly categorising electric bikes as most outlets did following celebrity Simon Cowell’s electric motorbike crash, or simply the prevalence of baiting on social media channels that has become an all too common “us vs them” format, CyclingIndustry.News believes reporting guidelines are important in bringing about a more respectful and accurate representation of vulnerable road users.

Laura Laker, Guidelines author and co-ordinator, said: "We are delighted that Cycling Industry News has announced it is the first publication to 'sign up' to our ten Road Collision Reporting Guidelines. The Guidelines already have the support of a wide range of individuals and organisations, but having our first pledge from a publication to follow the Guidelines is a fantastic show of support from CIN. Although the guidelines aren't legally binding, this demonstrates a commitment to reporting of the highest standard - and we hope many other publications will follow suit."

CI.N Editor Mark Sutton added: “I was delighted when the Active Travel Academy announced it had begun developing media reporting guidelines.

Language matters in reporting as even subtle projections can directly influence and affect how readers latterly perceive a subject. In the case of cycling, it is not uncommon for media outlets to paint taking to two wheels as dangerous or somehow an anti-social thing to do in the midst of a climate emergency. The data tells a different story, of course, and so responsible reporting can stand to do a lot of good for road safety, people’s health and many more social issues. We whole-heartedly support this important work and were delighted to be the first media outlet to commit ourselves to the reporting guidelines.”

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(( INTERVIEW STEFAN REISINGER, EUROBIKE ))

FINAL CALL FOR

FRIEDRICHSHAFEN

While the bike industry can fairly claim to have ridden a rollercoaster of fortunes lately, for event organisers the highs are yet to be experienced, but they’re coming, says Eurobike Director Stefan Reisinger. Read on for more on Covid, Frankfurt and an exhibition that stays true to itself…

I

t’s the end of an era and the beginning of a new, all at once. Eurobike, a two-decade resident of Friedrichshafen moves on after this year’s instalment, having already announced a significant new partnership with Frankfurt as the next host city.

Some things change and some things will stay the same, says Reisinger and when prompted on the idea that Eurobike arguably for the first time has a competitor in IAA Mobility, we’re told the path will remain steadfast; Eurobike is a show for the cycling and micromoblity world. That much was clear from the show’s tongue-in-cheek advertising, which carries a simple tagline; Only bikes, no cars.

Reisinger says: “The biggest differentiation with IAA is that our event remains solely on bikes and urban mobility, there is no motoring here. Certainly, the clash of concepts and dates is a new consideration for the bike industry. The automotive show was always in September in Frankfurt, but never in competition previously. They changed the concept to make it more competitive and in the end most of the brands taking part there are using their business to consumer element mostly. Eurobike’s future as a B2B is key, even though the consumer part is evolving yearby-year. I can’t see that element taking place with such success anywhere else. The feedback from brands is that they need that bike business only platform.”

With this in mind, Eurobike will go ahead with an array of events designed to stimulate discussion on the biggest issues and opportunities facing the cycling business. On the event schedule is a return of the Bike Biz Revolution conference, badged as an important platform for the trade to chew the fat on hot topics of the moment. This year it

is expected that conversation will address the supply chain primarily, with logistics and politics blended into the broader discussion. “The future is wide open – to be discussed,” writes the organiser on the event, which typically draws a big crowd of thought leaders.

Other events due to run include the annual Eurobike Awards, for which Reisinger says there are over 200 entries for judges to assess. Eurobike’s networking dinner will run on the evening before the show begins, while during the show you will be able to drop in on the Travel Talk, visit the dedicated ‘Start Up Area’ and plenty more.

“There is a broad feeling that Eurobike is offering plenty of content that is pulling in people from both inside, but interestingly also outside of the bike industry. The brands that decided not to participate will still visit, of course,” says Reisinger.

This year’s show will be condensed due to lower international presence

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(( INTERVIEW STEFAN REISINGER, EUROBIKE ))

500 Exhibitors will take part for the final Zepellin Hall showing

“EUROBIKE CAME FROM RECREATION AND MOUNTAIN BIKING, BUT THE FUTURE IS URBAN AND MICRO MOBILITY SHIFT.” Overcoming adversity has been the name of the game over the past year, whether it be the thankless task of planning while Covid-19 remains present, or encouraging bike labels on board when product scarcity is likewise causing unprecedented unpredictability. There is a concession that for some labels the earliest return to the show will be for the Frankfurt debut when stock levels may have normalised. So, what does that mean for this year’s event and its attendees?

“We have 500 exhibitors and are using two thirds of the fairground. Leaning towards Covid caution we have made the whole layout wider, especially in the isles to make space for people. We will use eight halls and the open-air areas too. Hall A1 remains dedicated to e-mobility and the demo area builds this element in as people are keen to try innovations; this is especially true for the two public days.”

A future in Frankfurt Despite many having a soft spot for Friedrichshafen it has been no secret that the location of the past two decades has comes with its problems, notably that the location is troublesome to get to for some international visitors. It’s fair to say that, with Frankfurt not just a hub for Germany, but also for connecting flights across the world, that the move broadens the scope for Eurobike to up its appeal to visitors travelling from further afield, It is, too, more centrally located in Germany, as opposed to straddling the border of Austria and Switzerland.

“We started to work on this in 2018 to relocate, albeit quietly as these are big decisions to make. It became obvious that the bicycle world is changing rapidly; Eurobike came from recreation and mountain biking, but the future

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is urban and micro mobility shift. We needed to find a better urban setting to cater for the way things are moving. We talked to several possible locations in Germany and over the years, but Frankfurt became our favourite,” Stefan explains.

It is, in infrastructure terms, an upgrade with ample accommodation in close proximity and ease of access; just one stop on a tram from the airport for those ducking in for a quick visit. It is this that the organisers hope will assist the B2B side of the event in pulling in more Far Eastern and US-based visitors.

The venue itself will now have been previewed thanks to a July spin off show under the Eurobico banner held during July. This event was very specifically put on for complete bike and drive unit suppliers and so gave just a teaser into what the larger format event will bring.

“The move to Frankfurt has been deliberate also in the sense that the venue and partners there are some of the most specialised at delivering different trade show concepts in the world. Working closely with our hosts we will transform the trade show concept and then export the ideas further afield. The ceiling of what’s achievable for the exhibitor is now higher. We have four times the size of Friedrichshafen’s space. We also gain more consumer reach in a big city and many exhibitors specifically desire this interaction.”

As for this year, the Covid-19 situation remains fluid, but borders are steadily opening once more. All being well, Reisinger and his team will welcome you one last time in Friedrichshafen from September 1st to 4th. www.eurobike.com

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(( SHIPPING COSTS AND CONTAINERS ))

CONTAINING PRICES Explaining to the consumer that their bike is not only delayed, but will be more expensive by the time it lands has been the bike shop’s greatest headache this summer. In a bid to understand the ripple effects of the export slowdown CI.N checks in with trade bosses to understand the reality…

W

hat a year it’s been so far. From the euphoria felt only 12 months ago when bikes were flying out at record pace, the crash back down to earth is now being felt as a result of factors out of the hands of even the most persuasive in our industry. Shortages of everything from microchips to potato chips are hitting the market and the list of reasons why the outlook remains bleak compounds with time. Some factories in Asia are still stuttering in the face of Covid, key shipyards in Asia much the same story. Raw materials are surging in price, but not in availability. The Suez Canal incident is now straightened out, but the global freight business is still behaving abnormally both in terms of lead times and price.

For the consumer who is used to rolling out the phrase “it’s only a five-minute job, can’t you fit me in?” bike shop’s roars of laughter are turning to tears. If only we could.

So what does the consumer not yet understand on the supply crisis? One thing is the costs mounting in the chain and ultimately on handlebar tickets. Some goods, in particular low-priced and larger items are becoming flat out unviable to import until normality resumes.

Peter Nisbet, Windwave’s Managing Director explains: “We absorbed price increases until May, but have not been able to continue doing this as margins on bikes are tight.

We have had no choice but to increase pricing, we are not profiteering, just getting our margins back. Going forwards we would hope container prices will fall. In the meantime, we need to consider if it is worth importing some products.”

Nisbet lets us in on the reality of importing bikes in the present climate and the mathematics are eye-watering.

Where approximately 120 bikes can be loaded into a 20’ container, the cost previously per bike sat at £8.33. At £4,000.00 per container, rather than £1,000, the price rises to £33.33 per bike shipped.

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“It has been the perfect Perfect Storm. Lock downs around the world happened at different times. Chinese factories, which actually produce containers stopped production. Hold ups at UK ports due to Brexit caused delays. Containers containing PPE are dotted around the world and have not been emptied. The stranding of the Ever Given in the Suez Canal caused extra delays, has taken a ship out of action and it has a lot of containers on board. These factors added together mean less containers are finding their way home and space on ships is at a premium,” adds Nisbet.

The World Container Index, present on shipping site Dewry.co.uk, has a US Dollar tracker of 40ft containers.

Prices had risen steadily through 2020 and there was hope of a plateau around March of this year. Unfortunately, a very brief period of stability in prices, where the index averaged around $5,000, is once again unsettled and at the time of writing heading further north toward $7,000. For context, that is a 305% increase on the same time last year.

Certain high demand routes from China to Europe surpass that average with some 40ft containers shipped from Shanghai weighing in closer to $11,000, or over 500% up year-on-year.

“IT HAS BEEN THE PERFECT PERFECT STORM. LOCK DOWNS AROUND THE WORLD HAPPENED AT DIFFERENT TIMES. CHINESE FACTORIES, WHICH ACTUALLY PRODUCE CONTAINERS STOPPED PRODUCTION. ”

(( SHIPPING COSTS AND CONTAINERS ))

Shipyards have been facing abnormal loading backlogs

One notable result of the crisis such far has been a frantic reshuffle in supply sources. Early on in the pandemic many sources told CI.N they were taking almost any bikes that met certain quality standards, often calling on suppliers that may not have been used for some years. Distributors with flexibility won out in sales terms against groups that are answerable to inflexible parent companies and supply chains. Regardless of the structure of a business, non-traditional sources being in such sudden demand just passed the shortage parcel and another answer has been the DIY route; that is bring manufacturing closer to home.

In the case of Cycling Sports Group, a new factory will launch later this year in the Netherlands that will boost the group’s European bandwidth by some margin.

Country Manager Nikki Hawyes told CI.N that price rises have for now been capped, but the story is not over yet: “We made adjustments to our retail prices earlier this year to offset increasing container costs, Brexit import duties and FOB increases, so we don’t currently need to make any further adjustments. There are, however, further FOB increases from a number of componentry manufacturers,

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“DISTRIBUTORS WITH FLEXIBILITY WON OUT IN SALES TERMS AGAINST GROUPS THAT ARE ANSWERABLE TO INFLEXIBLE PARENT COMPANIES AND SUPPLY CHAINS. ” things like tyres. We evaluate the impact and hold prices for as long as we can and CSG prefers not to have to change prices mid-season.”

Compounding issues, but largely flying under the radar since people’s attention turned to the virus, Brexit is not helping matters, in particular a shortage of lorry drivers willing or able to journey to the UK. The BBC reported in June that strict new criteria for work visas had reduced the available workforce, something attributed to the Government’s new immigration system. Ultimately transit times are increasing, as is paperwork and in many cases cost too.

Are there ways to avoid the compounding headache?

Windwave’s boss, Nisbet, says not by air, that’s for sure.

WORLD CONTAINER INDEX – $ PER 40 ft CONTAINER ASSESSED BY DREWRY

“Air freight has always been expensive, and it has gone up proportionately more than sea freight. 50kg used to cost $500.00, it is now $1,600. It is definitely not economic to air freight bikes. Historically, as a company we have only ever flown in small expensive parts as these are cost effective.”

The ripple effect, as CSG is committing too, is more localised production “not just to reduce freight costs, but more importantly to reduce time to market,” he says adding that “for UK-based companies, assembling bikes rather than bringing them in complete has become an option since we left Europe. Most bike parts attract 4.7% duty whereas complete bikes attract 14%. E-Bikes only attract 6% duty, so it is much less of an issue in that sector.”

That trend is certainly one that is seeding and becoming commercially appealing in the face of companies being bound to increasingly unsociable forward-order rules with far eastern suppliers. David Wilsher, owner of specialist bike and trike business Mission Cycles points to the pressure son his business largely being referred strain from up the chain.

“We are having to place orders for as far into the future as 2024, but factories are asking for 50% up front, deposits for over 12/24 months ahead. This is often before receiving this year’s orders we are asked to pay the balances. As a small company I have no intention of taking bank loans to keep the factories in business. They need to take the loans out. Sadly, I believe that many smaller companies will close up next year.”

How long will the shipping crisis go on for? That’s something specialist supply chain and shipping site TheLoadstar is getting a feel for, pointing to the appetite of big carriers for fleet additions as an indicator that these giants expect plenty more of the same. Reporting on shipping giant MSC purchasing a ship that in a normal market may have ended up being sold for scrap at around $6 million, the operator instead paid $37 million, treble its value only this time last year.

“It is difficult to reach any other conclusion other than this being testament to MSC’s belief that the market will continue to run well into 2022,” London-based shipbroker Braemar told the site.

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(( ANALYSIS CYCLING IN THE STOCK MARKET ))

BUYING INTO BIKES It’s been a frenzied period of stock market activity by the cycling industry’s historic standards with IPOs galore. For those looking at the bike industry’s listed companies with a view to investing in the future of cycling here’s a roundup of the newcomers and a few homegrown firms…

NEWCOMERS AND SOON TO IPO

The company comes to market with €126.3 million in revenues and an operational profit margin that sat at 18% for 2020. The e-mobility division added 59% more revenue for the business year-on-year, making up 68% of the group’s trade and growing.

BENEFAKTORINDEX BIKE. INDEX Exchange: Frankfurt It feels apt to start with a first for the bike industry, an index that for the first time tracks a sort of group performance of 20 leading labels, spreading investment risk across a variety of companies, rather than putting all eggs in one basket.

Before we dive deeper, it’s worth mentioning that the World Bicycle Relief charity is a beneficiary of investment into this index, with 10% of the annual 1.3% administration fee charged going to the non-profit.

It is, for the most part an index made up of familiar names such as Fox Factory, Shimano, Giant and Garmin, but in the mix are names like Samsung to which investors gain exposure as a result of the tech giant’s role in e-Bike battery supply. Another drawback that may be perceived is the inclusion of businesses that do not solely serve in cycling and are in fact operational in industries such as ammunition; Vista Outdoor, for example.

SIGNA SPORTS UNITED (Wiggle’s new owner) Exchange: NYSE Yet to be listed, but all but confirmed having announced the acquisition of Wiggle, Germany’s Signa Sports United will list on Frankfurt’s exchange in the near future. The special purpose acquisition vehicle created in order to seal the merging of online retail giants has created a company likely to appear on the New York Stock Exchange under the SSU ticker. The deal creates an online sports retail group with an implied enterprise value of the overall group at €3.2 billion. The announcement in June of this year also revealed a worldwide audience base of 7 million active customers, as well as a physical retail presence north of 500 stores in Europe.

HGEARS Exchange: Frankfurt Perhaps a little-known name outside of manufacturing circles, Hgears actually had its components embedded in around 2 million of the total 4.6 million electric bikes sold in Europe in 2020. The reason you’ll perhaps not yet have seen the name is that Hgears is a small parts maker for those producing electric motors.

BIKE EXCHANGE Exchange: ASX BikeExchange has not long listed on the Australian stock exchange, offering out to investors a slice of its online bike sale portal, to which bike shops can attach their stock (over 1,600 do globally). Having raised $20 million in capital with its listing, the business is now deploying the cash to grow the reach of its platform, which at the present

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(( ANALYSIS CYCLING IN THE STOCK MARKET ))

time is operational in eight countries, including several key European markets.

The business is reliant on high traffic performance and had in its latest financial update a sale conversion rate of 0.15%, which sounds low until you account for the 29.1 million online visitors the site was pulling at the time of its February IPO. Traffic tailed a little in the latest financial update when compared to the year prior, which was of course considered to be boom time for bike sales and in particular second-hand bikes as shop-based stock levels ran low.

“Enquiry lead volumes, totalling over $1.6 billion in value at 30 June, continue to grow and present significant ecommerce conversion opportunities. We are already having success in this area demonstrated by the strong performance of our e-commerce division, which saw 60% growth in transactions, increasing Average Order Value (AOV) by 46%,” CEO Mark Watkin said in the most recent update.

BEST OF BRITISH BUSINESS SCIENCE IN SPORT Exchange: AIM Having more or less flatlined in 2020, Science in Sport’s gradual shift to profitability on the back of sustained investment has seen the sports nutrition business turn a corner in 2021 with its share price more than doubling year-to-year.

Having integrated the PhD Nutrition business and begun construction of a new supply chain factory in Blackburn, the business is looking well placed to outmanoeuvre its competition in terms of production capacity and it needs to be; in its latest financial statement it was revealed that more than half of its trade is now channelled via online means helping deliver a like-for-like first half revenue increase of 24%. Lending to the gradually improving profitability gross margin is now sat at 52% versus 48% in the first half of 2020.

Retail sales are not fading in the face of this and did rebuild on lost momentum from the pandemic, adding 8% to be worth £8.4 million. Overall revenues hit £29.3 million.

THE TANDEM GROUP Exchange: AIM Appealing to investors with a dividend yield of 1.54% the Tandem Group has had a rocket lit under it during the pandemic and is expanding its warehousing in a bid to accommodate its product portfolio, which in the cycling world is best known to hold the Dawes, Squish and Claud Butler labels, among others. Having bottomed on the early pandemic scare that impacted the markets as a whole, the share price rose from £1.15 to a peak of £6.75 in the space of a year thanks to a sell-out period for its bikes. While the distributor is now planning for a deeper stock in future and has set about adding 80,000 square foot in new space, for the time being it is cautious on near-term headwinds such as stock availability and rising costs.

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Like many other listed businesses in cycling, Tandem is diversified in its structure, offering everything from licensed products, through garden furniture and Golf goods. Arguably late to the electric bike party, Tandem’s Q1 e-bike revenue was up 112% this year and there appears to be plenty of scope for that growth to continue.

HALFORDS Exchange: LSE As with the Tandem Group, Halfords has gone from a March 2020 low of 50 pence onwards to a bull run that has seen its share price hit five-year highs at around £4.40. Another to give a dividend yield, this time 2.45%, the group is again diversified across cycling, motoring and servicing for both.

During June the group’s update revealed a 54% gain year-on-year for its cycling division, which includes performance offshoot Tredz, which was seemingly a big beneficiary of the Cycle Republic wind down, acquiring its stock at a time the market began to lift on the covid boom.

Overall the retail business grew by 9.4% and autocentres by 31.6% leading the group to an underlying pre-tax profit of £96.3 million, up 40.4%, for the financial year to April 2nd.

“Supply challenges for Cycling products remain acute, and a return to normal trading patterns remains highly uncertain,” offered the update. It likewise warned that while the business has adapted its proposition to offer more in servicing terms, stock normality is not yet on the horizon.

OTHER LISTED BUSINESSES IN THE CYCLE MARKET YOU MAY WISH TO EXPLORE INCLUDE: Accell Group, Atlas Cycles, Allegion, Anta Sports, Bafang, Cheng Shin Rubber, Continental AG, Shimano, Giant Manufacturing, Merida, Thule, Dorel Industries, Vista Outdoor, Kenda Rubber Co, Fox Factory, Ideal Bike Corp, HL Corporation, TI Cycles under Tube Investments of India, SunRace Sturmey Archer Inc, KMC International, Michelin Group.

DISCLAIMER The analysis on these pages is not investment advice and anyone considering buying into a business is advised to do their own research.

(( DEBATE E-BIKES, BETTER AT 15MPH OR 20MPH? ))

Photo credit > Bosch

Opinion on assisted speed is divided across the trade as electric bike tech and infrastructure develops

20s PLENTY, BUT IS 15.5?

There are whispers circulating that the UK Government may have an open mind to a 20mph top assisted speed for electric bikes. CI.N tackles a controversial topic to understand the pros and cons of mirroring North American, rather than European norms…

D

uring June a hint was dropped into the Cycling Industry Chat Facebook group that the UK Government has begun to consider whether the current regulations for the assisted speed on electric bikes could rise to 20mph. A few conversations later and it is clear brands around Europe appear to have heard the same whispers, though at the time of writing it should be stressed they are just that.

The thread has ignited an impassioned debate on the subject that has meandered between a suitable assisted speed for various e-Bike types, the dangers associated with various vehicle types and the scope to add appeal to the eBike category. Understandably, there are passionate views on both sides, but one common ground is established; the e-Bike business and indeed wider micromobility trade is in its infancy. Evolution is guaranteed.

One brand with a significant interest in the subject is European specialist e-Bike maker Riese & Müller, whose heavy investment in expanding its production will ultimately result in exports to territories with both 15.5mph and 20mph regulations.

Markus Riese is R&M’s expert on the subject, and he believes the limits in place should be reflective of the available infrastructure. “20mph is fine on a cycle network with space and wide tracks, but not so preferable under European conditions. 20mph is too fast on crowded and narrow cycle ways and too slow to integrate you fully into the car traffic. It is better to ride at same speed as the cars in the middle of the road with a speed EPAC. Like in Belgium or Switzerland, if cycle ways are opened to speed pedelecs then they will get popular. Cars are allowed to drive fast on highways and slow in cities; the same should really apply to speed pedelecs.”

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(( DEBATE E-BIKES, BETTER AT 15MPH OR 20MPH? ))

“BELGIUM IS THE ONLY COUNTRY IN THE EU WITH A CONSTANT AND STEADY GROWTH OF THE SPEED PEDELEC MARKET.”

For many the electric bike represents new freedoms in utility and adventure

How realistic is to have separate speeds for longdistance connections and inner-city usage is a matter for technological development of e-Bikes and enforcement of regulations in city centres. It is an idea that has been mooted quite seriously by brands, however. When Canyon lifted the lid on a new concept velomobile to journalists in September of 2020 the product designers revealed the intention was to have two entirely separate motors for the aforementioned purposes – that is one high-speed assistance for on road use and one lower speed motor that will deliver a cycle path friendly experience.

The benefit here in car replacement terms is obvious, some argue and with motoring uptake forecast to add 10 million more cars on UK roads at any one time by 2050, something will have to give if inner city roads hope to be anything other than mobile car parks.

Annick Roetynck has a well-formed view of the subject as LEVA-EU’s manager. LEVA has members that wish to see regulations revised, believing there to be an untapped market for e-Bike commuters in the waiting. Some of these views are based on an assessment of regions where the speed pedelec is already chalking up sales thanks to bylaws permitting their use without all the attached paperwork usually associated.

“From the Belgian Flemish project 365SNEL, it has clearly appeared that there are two categories of speed pedelecs, i.e. cruising speed 30 to 35 km/h (anything with a Bosch motor) and cruising speed around 40 km/h (Stromer, Klever etc). They attract a different public.

People who buy a Stromer or Klever originally believe that they will be able to reach a constant speed of 45 km/h.

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They are often looking for a vehicle to cover a longer commute. They think that the speed pedelec will save them a lot of time, which is only true in one respect. The speed pedelec offers them punctuality, they know exactly how much time they will spend on their commute, whereas in their car they can always get stuck in traffic.

From 365SNEL it appeared that eventually the time issue became less important. The punctuality and the fun/pleasure they had from the cycling became determining factors. Of the 100 plus test riders in the project, around 20% decided after the test to definitely use a speed pedelec for commuting, while 15% swapped their car for a bike.”

The 365SNEL project is one of very few testbeds where data and analysis can be gathered and so opinion remains largely anecdotal, despite the passionate calls either way.

Belgium is the only country in the EU that has created a new “moped” category in the traffic code, specifically for speed pedelecs. This allowed for specific traffic rules for speed pedelecs, separate from the traffic rules for conventional mopeds.

“Don’t forget, those mopeds can effectively go up to 45 km/h, but on speed pedelecs that is a lot more difficult. Most of the speed pedelec traffic rules in Belgium are similar to those for conventional bicycles. The most important point is that speed pedelecs are allowed on cycle paths. If the speed on the road is more than 50 km/h, then speed pedelecs must go on cycle paths. That explains why Belgium is the only country in the EU with a constant and steady growth of the speed pedelec market. Thanks to these rules, speed pedelecs are not forced on the road with much heavier and faster cars, vans and trucks,” explains Roetnyck.

(( DEBATE E-BIKES, BETTER AT 15MPH OR 20MPH? ))

“20MPH IS TOO FAST FOR NARROW INNER CITY CYCLE WAYS AND TOO SLOW FOR RIDING AT THE SAME SPEED AS THE CARS IN THE MIDDLE OF THE ROAD.”

A counter argument against speed changes warns it is not worth risking the current marketplace’s growth with new dialogue on regulations Photo credit > Bosch

There is a feeling among some manufacturers and advocacy groups that pushing for higher speeds could be detrimental to the market as a whole, with 15.5mph e-Bikes potentially becoming a target of those believing the market to be on the cusp of poor regulation. For some, the current conditions, with strong sales prevailing, are more than enough to stay happy. This was the crux of a joint statement from Cycling Industries Europe, IMBA, ECLF and CONEBI in December of 2020, calling on the European Commission to protect the e-Bike’s status as a bicycle for the long-term. With Brexit since having come into force, whatever happens on mainland Europe may not necessarily be reflected in the UK. Contrary to a feeling of not wanting to rock the boat, others believe our addressable market is stunted by a top assisted speed which can, by most people, be reached with a bit of gusto even on a pedal cycle.

“The higher speed might encourage people out of cars and that has to be a good thing,” starts Rory Hitchens at Upgrade Bikes. “Most people can do 15mph on the road without assistance. With 20mph we aren’t asking to break any speed records. 15.5mph is great on the climbs, but frustrating on anything else where you wish to cover ground.”

That appears to be the sticking point for many; if many people can already hit 15.5, is there any incentive enough to make the leap for those unsure what difference an eBike commute would make to their routine?

Referring to data that has been observed in Flanders, Roetnyck says “it appears that people are prepared to use a conventional bike for distances (one way) up to 7 km; a 25 km/h e-Bike up to 15 km and for anything above it a

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speed pedelec. In Belgium, there is an allowance for commuting by bike or e-Bike of € 0.24 per kilometre, taxfree. (There is no obligation for the employers, it is a voluntary allowance). This makes it very interesting for some people to use a speed pedelec. If their commute is 30 km (one way), then they can “earn” €3,744 per year.

That explains why many people in Belgium do not consider a speed pedelec an expensive bike.”

Subsidy to cycle in any form is bound to convert car drivers in time, but that appears a pipe dream here in the UK, at least for now. The DfT has now issued some of its e-Cycle extension fund revenue to local authorities to roll out e-Bike schemes, but the perks enjoyed by those buying into electric cars are yet to replicated for e-Bikes.

That could risk cementing in old habits.

Back to the topic of speed and inevitable questions on context arise. Larger and far heavier vehicles can and regularly do speed, putting smaller and more vulnerable road users at risk. Is there not an argument that bikes would be safer having the option of better aligning speeds to that which is generally considered wise for residential spaces?

“20mph is too fast for narrow inner city cycle ways and too slow for riding at the same speed as the cars in the middle of the road,” says R&M’s Markus Riese. “I tested it for many years and statistics show riding on the right side of the car lane with 20mph is much unsafer (narrow overtaking, opening car doors, crossing cars at intersections) than riding in the same flow with the cars at 28mph. Speed EPACs are therefore the big chance for a true change of mobility patterns with existing infrastructure.”

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(( DEBATE E-BIKES, BETTER AT 15MPH OR 20MPH? ))

A futher belief is that it is better to have a manufacturer certified product than a hacked motor

That is a sentiment which LEVA’s Roetnyck is in agreement. “I believe the key in the safety debate is not the speed of the e-Bikes themselves, it is how you blend the e-Bikes into mobility. It should always be ensured that if there is a relevant speed difference between motorised traffic and bikes/e-Bikes that these have separate cycle lanes available. That is also why we believe it would enhance safety if the limit of 25km/h bikes would be raised to 30km/h and potentially 45km/h (speed pedelecs) to 50km/h because then you minimalise the speed difference and you don’t need separate cycle lanes anymore. It allows the e-Bikes to better blend in with the rest of the traffic in a safe way.

Broach this subject outside of the bike world and the debate turns from impassioned to occasionally vitriolic and quite quickly loses the context of physics. Where motor vehicles kill five and seriously injure 63 people daily in the UK, cyclists kill, on average 2.5 people per year. The data at this stage does not account for electric bikes, which are of course still classed as bicycles. In weight terms, the trend is lower as manufacturers integrate smaller and lighter electrical components. Arguably, we are already at the point where many lighter e-Bikes weights are not too dissimilar to that of some heaver bicycles.

To further drill into the debate, it has been found that 1,000kg of car moving at 22mph will carry 50kJ of energy.

A 15kg bike with 70kg of rider carries less then a tenth of that force at the same speed.

Regardless of the minute of the physics, some distinction will have to be made. In July, cycle insurer Bikmo was reported in The Times to have refused an insurance claim

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on the grounds that an electric bike owner had fitted a retrofit motor capable of 30mph. This, argued chief executive David George, meant there was no just claim on the bicycle insurance as the vehicle had crossed the threshold legally speaking to a status more akin to a moped. It was noted that many e-Bikes operating in the delivery economy might be running the same risks.

In relation to such modifications, it has been asked whether a speed increase would discourage the rogue modifications that stand to do harm to the e-Bike business’s image. “Chipping is a problem,” said Windwave’s Dan Jones, “we need to do something to discourage that urge.”

From a retailer’s perspective, handling a legal and untampered bike is certainly preferable, both from a mechanical and liability standpoint.

Graham Rowe, the managing director of South coast electric bike specialist Elctrc, comes at the problem with an interesting viewpoint having been both a lifelong cyclists and an Institute of Advanced Motorists observer for cars. His shop is all too well-versed in turning away chipped or modified electric bikes, but in doing so he has recognised there is a potential market of customers who are capable riders who have genuine reasons for seeking extra kick.

“My view on faster e-Bikes is simple. Would they attract wider audience? Yes. I loathe the illegal stuff that goes on and we lose sales because of it. We won’t touch them, unless it is to take the hack off a customer’s bike. These are a huge risk to industry, so instead I would much prefer to take the pro-active route.”

With the customer rolling in a modified electric bike Rowe has a stark reminder that bikes unfit for the road

“GETTING PEOPLE OUT OF CARS AND ONTO BIKES FOR THEIR COMMUTE TO WORK IS ONE OF THE BEST WAYS FOR US TO REACH OUR CARBON NEUTRAL GOALS.”

can result in jail time, as was the case when Charlie Alliston hit a pedestrian, at around 18mph, on a pedal cycle without a front brake.

Rowe says that his store has acknowledged customer will one way or another pursue the additional speed if they perceive it will benefit their commute. Therefore, he has taken the rare, but entirely possible road to work closely with the DVSA to legally register speed pedelecs in the UK; number plate, insurance, suitable helmet – the works.

“I got on BBC local radio with the discussion of speed and e-Bikes and actually got positive feedback from the authorities. Speed pedelecs do pass necessary safety standards and so it is this overly boring but responsible approach I’ve taken and I want that template for the industry,” he says.

So, what about the notion that 20mph is appropriate within the pedal cycle legislation? “That’ a red herring for me,” says Rowe, adding “People will then ask for 25. It’s only 20 as people think this door might open easier than going full on for a defined speed pedelec category. I’m not dead against it, but would prefer proper speed pedelec legislation.”

Confirming that the rumour of a 20 mph assistance had made its way to Bafang’s European offices, Gary Xu, Europe Region Manager for the motor maker said that while road cyclists can get away with 20, or even higher speeds with relative ease, very often these are enthusiast riders with skillsets not possessed by commuters.

Zu told CI.N: “It’s different for Urban or City bikes. the geometrical structure and configuration requirements of daily urban commuter and trekking bikes cannot meet the safe use requirements of 20mph, and riders are not

professionally trained, especially considering urban roads are more dangerous. All in all, it’s a potential risk for the average riders that requires a faster emergency response time at high speeds.”

Seeing both sides of the debate and bringing oodles of personal experience in the mater, Tern’s founder Josh Hon tends to always come at the discussion from the viewpoint of what recipe is most likely to transform urban mobility. He starts in agreement that 25km/h is an essential starting point on which to begin the discussion and first and foremost this should not be jeopardised. It is essential that e-Bikes “are allowed to grow without undue regulations, like licensing and insurance”. Assuming this baseline can be maintained, it is appropriate to keep the dialogue open, he believes.

“This is how I see it: if you talk to 100 people about cycling to work instead of driving, maybe 5 to 10 might consider an environmental argument. Another 10 to 20 might consider a health argument. The remainder and overwhelming majority are governed by cost, safety, and time. Cycling is of course massively cheaper than driving a car every day. Safety and better infrastructure is something that we have to continually fight for. But then there’s time. Every minute you can shave off a commute by bike is another handful more people that would consider making the switch. Getting people out of cars and onto bikes for their commute to work is one of the best ways for us to reach our carbon neutral goals.”

Transportation speed, then, is a factor in play for cycling’s ability to get a bigger slice of the modal share pie. By default, so is safety, but it is here that logic should prevail

WWW.CYCLINGINDUSTRY.NEWS // 037

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(( DEBATE E-BIKES, BETTER AT 15MPH OR 20MPH? ))

“ON A NON-ELECTRIC BIKE, I GENERALLY CRUISE AT 17-18 MPH. IT’S FRUSTRATING TO BE LIMITED TO A SLOWER SPEED ON AN E-BIKE.”

The cargo bike market’s evolution has prompted further debate on power output

too when comparing transport forms; but it doesn’t, Tesla has just released a new commercially available electric car that can hit 140mph in eight seconds, more than double the national speed limit in the time it takes to read this sentence. There are no cars sold with such restrictions, despite the higher threat posed and that, believe many, is where legislative focus should first be applied.

This is a sticking point for Hon who says that “I’d argue that there are many more (and severe) accidents with cars, but nonetheless local data is something that the people making the laws should look at. On a non-electric bike, I generally cruise at 17-18 mph. It’s frustrating to be limited to a slower speed on an ebike.”

Frustrating enough that previously Hon himself may well have driven, he tells us.

“My son has football practice every weekend. It’s about 15km away. In the past, we would always drive. That was the only option we ever considered. But with our Tern GSD, an e-cargo bike, we’ve been riding these last few years. I ride while my son sits on the back eating his breakfast and reading his book. My wife rides alongside.

We have to pass through a pretty hairy intersection where there are four lanes of cars and buses merging right and left at the same time and I have to shoot through the middle on our bike. The higher 20mph speed on my bike is highly, highly appreciated. On a non-electric, riding my son would be too tiring. Asking him to ride 15km to and from practice (and wake up earlier to eat) would also be a non-starter,” he says, concluding that “My point is that without an e-Bike set up like this, we’d all be driving to practice every weekend.”

Photo credit > Bosch

For Tern’s Hon the debate hinges on what’s most likely to reduce car trips

WWW.CYCLINGINDUSTRY.NEWS // 039

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(( ANALYSIS INTERIOR DESIGN ))

FEELING FLOOR TO CEILING The days of accepting clutter in the bike shop are done, the consumer now expects a familiar retail experience.

Gosia Adamska of Which Interiors shares her view on how to ooze appeal to all customers through smart bike shop design…

Gosia advocates regular refreshes in store to keep the customer engaged

If I am starting with a blank store canvas, what are the design fundamentals I should be thinking of?

First, you would need to think about what profit you would like your shop to bring and how many bikes and P&A you would have to sell to achieve it. Then you would have to do the exercise to see how and if the desired amount of product would fit in the space.

Second, you would need to define elements of the store you would like to have and see how that would work with the amount of the product.

Thirdly, you would need to think about the functionality and flow.

These fundamentals are only the beginning and it is important to consider profitability as part of the design plan before you get creative.

Is there a period of time a shop should go between refreshes, or should the environment always be fresh to a degree?

Stores should aim to fully refresh their interior every five years. There is a window of time where it is only right to exchange tired and probably scuffed displays, as well as redecorate around these. Within this process you can reassess the store setting, watching how customers flow through the environment and rethink the functionality of how people interact with products.

In the meantime, stores should remember to change their window display and graphics to show the latest campaigns or product at a minimum of four times a year, as there are four seasons in the year. Really it should happen more often considering calendar celebrations and featured products arriving. Freshly done window displays and new graphics will catch passing customer’s attention.

The store interior should always look fresh, clean and tidy. It should have well merchandised product that is aspirational and thought provoking. A well-maintained store would show the customer that they are respected, welcomed and will be well looked after.

From a consumer and even a brand partner’s perspective, there is nothing worse than outdated graphics, dust on displays, chipped furniture, clutter, or a visible dirty workshop. Look out for marks on the walls and be ready to touch them up occasionally. This all should be part of the store’s daily task list.

What props would you put in, or how would you showcase a particular type of riding in one display?

There are many ways you could present a particular type of riding in one display. For example, to showcase road riding I would dress a road bike with under saddle bag, two bottle cages and bottles. I would apply colour matching bar tape, add front and back lights.

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(( ANALYSIS INTERIOR DESIGN ))

I would later put a mannequin dressed in a kit matching the bike – including gloves, shoes, socks and a helmet. I would also add an inspirational graphic (perhaps with a lightbox) with people riding road bikes in a cool place.

Alongside this would be some info plates about the product. I would also merchandise a small pump tyre, tool kit and some energy gels.

On the reverse side, what should shops avoid doing when redesigning?

There are quite few things that should be avoided when designing the bike store. I will give you three.

When designing the store, you should not overload it with bikes. It is very overwhelming for the customer to come into the store with bikes piled up to the ceiling. It is distracting when you do not know what to look at, or where the bike category you are interested in sits. There is almost a feeling that these bikes will fall on your head!

There is common believe among bike store owners that if they do not show on a sales floor every single bike, in every size available, the customer would go to their competitors, which is very untrue statement. There are plenty of ways to have less bikes and product on the shop floor, ultimately creating a welcoming interior and atmosphere. This unthreatening feeling will make a customer want to shop at your store.

Another thing that should be avoided is the use of free displays received from different product suppliers. I know this is very tempting, but after the first there will be second and third and that will create visual chaos around the store.

Uncluttered sight lines have become a trend of showrooms

042 // WWW.CYCLINGINDUSTRY.NEWS

Not investing into a good lighting is another mistake when designing the store. Selecting proper retail lighting that has energy efficiency, a good temperature and is well placed is especially important to how appealing your products will look.

A bike shop can be a space that is prone to dirt, oil and damage – how can a store build in longevity in design?

It is good idea to invest into robust, easy to clean flooring that is purposely produced for retail, or high traffic areas.

To promote cleanliness in store add to that large door mats.

In the workshop area each bike repair stand should have rubber matt and spillage cans. There is also special workshop flooring that does not absorb the oils and dirt as easily. Cleaning flooring on a daily basis and as soon as the spillage is created is also good practice and should be one of the points in daily task list that I talk about in my Tips and Tricks videos every week. Walls and corners around service area can be protected by applying metal sheets, or by using washable paints.

To encourage customers to spend time in store, what comfort factors are important?

Creating a customer’s area with soft seating and coffee is definitely one of the factors that would bring customers back, but I would say that this should be an extra to the rest of what store is offering. The store’s good atmosphere is created not only by the welcoming, great looking, clean, and tidy interior and exterior, but also by the people that work at the store. If they show passion about the product and cycling themselves that builds trust. Staff should have a

way of approaching customer that comes across helpful and positive without overwhelming them, instead making them feel looked after. This is the key to the success and if cup of coffee can be offered during the visit – even better.

It is also good idea to organise regular rides and events from the store as this is what creates a real sense of community around the bike shop.

“THERE IS SO MUCH OPPORTUNITY TO MAKE BIKE STORES LOOK REALLY GREAT AND WHAT COMES WITH IT CAN MAKE THEM MORE PROFITABLE.” To what extent is the bike industry out of kilter with the rest of the high street’s presentation?

There are more and more bike shops that are professionally designed, and I am really happy to see that is happening. Unfortunately, that is still very low percentage of all bike shops in UK and Europe. The common image of the bike store is still cluttered and chaotic, where the customer feels overwhelmed by amount of uncategorised bikes. These days people expect an experience from other high street retailers that has a certain professionalism.

Visiting many stores over the last ten years, I think finding a changing room placed in a dirty toilet was one of the worst I customer experiences had seen.

The bike stores are also far behind with digital technology – that’s LED screens, lightboxes, good window displays and proper merchandising.

There is so much opportunity to make bike stores look really great and what comes with it can make them more profitable, without necessarily using any expensive new technology elements.

Are there things bike shops can do to actively be more appealing to women, older people or demographics that have proven less likely to cycle?

Cycling is still very male, or at least dominated by an image of fitness and passion. One of most important things is to employ woman as a salesperson and or mechanic to give some balance. Older people and women are more likely to approach woman working at the store as they see female as warmer and more sympathetic to their needs.

Organising women’s or older people’s group rides or events, teaching them basics of servicing their bikes – such changing inner tube – is a great idea to make these people to feel less intimidated to go for a ride.

Regarding the store design, it would be great to create fun, inspirational and very friendly kids or women’s specific areas where they can find everything they need. Best not to do ‘older people’ zone as customer might feel offended.

How important are lines of sight in a store and where should product be placed to draw the optimal attention?

Sight lines are extremely important in a store. They give a focus to the points we want to bring the customer to, to create the flow around the space and to determine how

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(( ANALYSIS INTERIOR DESIGN ))

Organised sections per bike category can help group sales with add ons

the customer should move through key parts of the store.

The first sight line is the first impression when entering the store. Right from the doorway a customer decides within a few seconds if they like the store or not. That first greeting place should be where the featured product or appealing display should be done.

Then the journey should lead on to focused categories of product displayed in specific areas, or onto the part of the store where the customer came to receive some service i.e., workshop. There are many ways to draw the customer’s attention – it can be something hanging from the wall with graphic, wording, lighting, cool merchandising, or a digital screen telling the story about the product.

The sight line to that element should not be distracted by anything that can cover it, and the focal points should look good from every angle. Make the customer’s journey pleasant and informative, tell the story about the product you are selling, or simply to give them clear directions which part of the store they should go to if they are looking for something specific.

When it comes to things like lighting, touch points and even in store smell, what recommendations have you?

The lighting should be always designed professionally with right temperature, amount, and type of it to not only lighten the space, but to make product look great. You can create various moods in different areas. Obviously it is extremely important that the lighting is crisp in the workshop area.

Bikes should be ready to show to the customer with inflated tyres and packaging removed. Clothing hangers in one style and colour should be visible with size cues always facing one direction.

It is great to have subtle, but not too loud music playing in the background not only for customer, but also for employees as the music soothes the manners.

When it comes to the smell in store, scent marketing is psychologically proven. Customers will associate it with

“MAKE THE CUSTOMER’S JOURNEY PLEASANT AND INFORMATIVE, TELL THE STORY ABOUT THE PRODUCT YOU ARE SELLING.”

the store and hopefully a good experience. No freshly baked bread smells though as they end up expecting you to serve it.

Are there certain display methods that have been shown to lead to increased sales?

There are plenty of display methods that will increase sales.

Featured displays with dressed merchandising and mannequins can increase featured product sale by 20%.

Placing a few small products near the counter you attract impulsive buyers. These are all proven ways to increase sales.

‘The Rule of Three’ is displaying products in sets of three, instead of one – i.e., short, medium, tall or good, better, best for the customer so they are able to quickly evaluate the value. That works on small and large products, including dressing up mannequins. Asymmetry or abnormality attracts the customer’s attention. This also helps customer to focus on one product each time as it is proven when it is just two the eye catches both at the same time and so customer focuses less.

‘Price Points’ where main products should be displayed with prices on a larger sign will draw customer attention.

For the value orientated customer you want to highlight the items that are best value or the deal which would make them walk towards the display. All other items should have pricing on smaller tags.

Are there optimal places in store to put things like the workshop, the cash register etc?

Yes, the workshop check-in should not be placed far away from the entrance and that is to avoid “a walk of shame”.

Customers do feel uncomfortable walking with a broken bike through the whole shop. You need to give them the shortest possible way to the service area, that is unobstructed by any display, giving enough space for the customer and their bike to walk comfortably.

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(( INTERVIEW FSA ))

Edoardo Girardi, European General Manager, FSA.

FULL SPEED WITH

ASSISTANCE Full Speed Ahead is at a junction. Where the label has been known for performance road and mountain bike parts, Edoardo Girardi, European General Manager, explains how the natural evolution of the bike is driving the brand toward smart solutions for both for performance cycles and e-bikes alike…

FSA’s HM 1.0 electric bike hub motor is plug and play for assemblers

046// WWW.CYCLINGINDUSTRY.NEWS

How’s business for FSA, both aftermarket and OEM? As has been the case for all companies in the bike industry, our business has literally exploded in 2020 and it has kept on going into 2021. Since May of 2020 the demand for bikes has strongly increased as direct effect of pandemic restriction. The average growth between aftermarket and OE business has been over 50% for our portfolio of products.

There is lots of talk at present about competition on drivetrain parts given the industry-wide shortages. What plans has FSA to become a more favourable choice for both brands and consumers versus the big two?

Since there are just a few competitors in the drivetrains business it will be an advantage for both bike brands and end-users who will have more options for their bikes, should a label like FSA work to offer a true alternative and solutions to the end-user. This situation has certainly created a different ground for future choices.

What headwinds remain for FSA in the short-term?

The bike business has drastically changed during the pandemic. In the future everybody will remember very well this period as a great boost for bikes globally.

The problem nowadays is not thinking about how to get back to pre-pandemic business, but how to face this new reality. Everybody is suffering delays due to overloaded production and an ongoing shortage of raw materials.

Moreover, we’re experiencing an unprecedented situation with shipments from the east; shipping costs have almost quadrupled in 12 months.

By the way, we’re talking about new problems here, but we’re not talking about a negative situation overall. The bike business has increased in size and this will bring positive effects, especially in the longer terms.

Having debuted the e-Bike motor not so long before the pandemic how has this project progressed and has the product evolved since?

We’re having a great success with our rear hub motor, the FSA System HM 1.0.

E-bikes are experiencing the best growth seen in our industry at present and our motor dedicated to e-road, egravel and e-urban has interesting technical features for bike brands who wants to grow in this segment.

Bikes can keep a clean design thanks to the integrated battery (in the downtube). We have a torque sensor integrated in the freehub that provides a great help especially on steep climbs; all round it delivers a great riding experience and chance for bike designers to innovate.

Of course, we’re working in order to expand our options in this category. Apart from the motor, FSA has been one of the first brands offering a complete range of products for E-bike. We have crankarms, sprockets, a chainguard.

Further to that, we have also dedicated a new wheels

range to the e-Bike, which is able to support a system weight of 150kg.

It’s fair to say though, the motor will definitely take more and more attention in our future projects.

In terms of production capability or investments in the business – what has been achieved in recent years and what is to come?

FSA is constantly growing in production capacity and sales structure. Our investments in the last five years have been, among others, a proprietary carbon factory for carbon rims, wheel assembling lines and continuous investments following the latest innovation of CNC machining for our chainrings cranksets and hubs.

FSA has also created a special R&D department based in Italy, close to FSA Europe. Here we are working specifically on the electronic parts for drivetrain and motor.

Also, we can see from our everyday lives that wireless communication and smart technologies are getting more space and so during this time we have been speaking with clients and coming to understand that the future of design will see less and less cables on a bike. This is increasingly seen in our products.

With our K-force WE, we have opted for a hybrid wireless solution in order to maintain the benefit of a wireless solution on the levers, but keep a main battery in the seatpost to have more capacity and consistency.

FSA is famed for its R&D and even creation of standards – with the rate of evolution are we to expect further leadership in these discussions and innovations?

FSA is always looking at offering new solutions for bike manufacturers in order to improve both functionality and technical performance; all this can eventually lead to the results of great ideas that can be adopted by the market as a new standard.

An important part in our development process for highend products is made thanks to Pro teams; this brings the product to its limit and it's the best test for the market.

What are the key products for shops to be aware of heading into the second half of the year?

We’re launching our latest generation of Metron wheels under the 45 SL and 60 SL banners. We have been able to improve the aerodynamics and at the same time reducing the weight, keeping a great rolling performance thanks to our new PRS hub. These wheels have been spotted already at the Tour de France. The great performance they offer can bring real advantages, especially in the hardest stages.

From a retailer’s point of view, FSA offers a wide range of choice for service and upgrade parts across a large part of the marketplace and can be present everywhere, from the small local workshop with headsets, bearings and chainrings to the biggest store offering our carbon range. We cover more than 25 category products related to the bike.

WWW.CYCLINGINDUSTRY.NEWS // 047

(( PROFILE PANZERGLASS ))

SCREEN SAVER

Panzerglass is a name more familiar to those seeking high-spec protection for mobile devices, but the proprietary technology is equally at home protecting other devices. Here Global Director of New Channels Alan Brennan reveals how the e-Bike and cycle computer market is the next target…

T

here’s a chance that you’re reading this very article while staring directly through Panzerglass (unless of course you are reading the printed issue). A brand name in 70 countries, the protective coverage firm’s goods solidify everything from laptop and tablet screens to Smartwatches; and now they’re making moves in the cycling world too. Having first delivered a portfolio for the protection of cycle computers, the natural evolution of the product has been to move alongside the electric bike market, creating solutions for coverage of the displays found on most pedal-assisted bikes.

A proprietary take on just glass, Panzerglass is vastly tougher. A team of in-house designers and engineers have created a double tempered glass product that offers strength, shock resistance, direct impact resistance and a surface that shrugs off scratches that eventually make computers harder to read. That’s half the spec sheet, there is in fact further benefits to the protective layer, namely the glass in anti-glare, fully touch compatible, fingerprint-resistant and, especially relevant now, has an antibacterial coating that’s kills bacteria present on the glass.

All of this with an easy peel and stick installation process.

Having moved quickly to capture much of the momentum of a rising electric bike market, Panzerglass already has solutions for the main motor manufacturer’s displays.

Adorned to the available point of sale units on offer to shops are protective solutions for cycle computers from Wahoo, Yamaha, Shimano, Garmin, Bosch and Giant. For each of these retail customers can protect their equipment from anywhere between €15 to €30.

“We have an extensive range of customised premium POS solutions, that are both digital and analogue, centred on capturing the shoppers’ hearts and minds, with a focus on ease of shop at the fixture to convert more browsers into buyers,” says Global Director of New Channels Alan Brennan. “We have a number of commercial solutions, accommodating the needs of both small to large retail operations, each of which optimise the gross margin potential of our products.”

In this push to capture the cycling market’s attention Panzerglass will take to Eurobike in September to demonstrate the Super+ grade glass pitched at the bike market; that is both to potential aftermarket stockists, but also to OEM eBike and computer labels looking to bolster their product.

In the mobile and automotive spaces Panzerglass is already delivered to a custom spec for numerous manufacturers.

If your business would like to meet the multi-lingual team Panzerglass will be found in the Paul Lange Village.

Alternatively, you can stock up now by contacting Alan via on albr@panzerglass.com. www.panzerglass.com (Eurobike: Hall B3-301) 048 // WWW.CYCLINGINDUSTRY.NEWS

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(( PROFILE OXFORD PRODUCTS ))

STRENGTH IN

DEPTH Always there for any bike shop wishing to carry depth in the low-to-mid tier of the market, Oxford Product’s Commercial Head David Jesson discusses how economies of scale have position the business well to supply a broader base in the cycling world…

C

oming to each cycle market challenge with a heritage of motorcycle product development, Oxford Products has always been able to design and source a range of goods more than capable of keeping most IBD customers happy. Started in 1973 the business has stood the test of time and today it can be found in a 100,000 square foot plot in Witney, Oxford, from which it distributes a deep portfolio of goods, both in-house designed and brand name. Among those brought in you’ll find goods from Muc-Off, Kali Protection, Fibrax, Cyclo Tools, Impac, Schwalbe, Taya and Weldtite, to name just a few.

What the distributor describes as a “journey back into the IBD market” received a huge boost during 2020 when the market suddenly rose all at once. During this time sales went from a strong 30-40% growth per annum to over 100%. That trajectory will be helped along by Oxford’s most recent cycle market hire – a familiar face to many in the north – industry veteran and regional sales manager for Scotland, Bill Kennedy.

That growth has continued into 2021, as the company’s commitment to holding generous stocks has combined with continued investment in new and innovative products. A growing team of product developers based at its Oxfordshire HQ has been busy design technology and testing equipment in-house.

The results of this are evident in the company’s Autumn/Winter 2021-22 offering, where an expanded and improved lighting range is accompanied by Oxford’s first foray into apparel.

050 // WWW.CYCLINGINDUSTRY.NEWS

A dedicated apparel team brings a wealth of experience from the worlds of sportswear, fashion and technical safety equipment. The range you’ll see has benefitted massively from knowledge drawn from sports brands, such as Reebok, Nike and Alpinestars, as well as fashion labels River Island, Lee Cooper, Paul Smith, Boohoo, Primark, Zara, Calvin Klein and G-Star.

Therefore, this is more than a toe-in-the-water affair and according to the cycle market team, just the start of a major investment in practical, technical but – in line with Oxford’s consumer promise – surprisingly affordable rider wear.

Oxford’s commercial head David Jesson explains the concept: “At Oxford we believe that life is simply better on two wheels. So, everything we do is about making it easier to spend more time and, by inference, better time in the saddle.

Having spent the last five years establishing Oxford as a major player in the ‘powered’ clothing market, we now have huge capabilities and a sophisticated global manufacturing base to back it up. We have now turned our attention to the pedalled scene.

Using well proven material technologies and combining our in-house test laboratory with real-world product development, we have created the foundations of a great cycle apparel range, which we think the market will love.”

Each garment has its own ‘tech pack’ created from scratch; this is a heavyweight document detailing every material, trim, panel cut, stitch, pantone reference, etc.

That ‘tech pack’ document is subject to the same scrutiny

“WE HAVE DEVELOPED OUR OWN SIZING PATTERNS BASED ON A COMBINATION OF REAL PEOPLE FROM THE CYCLE WORLD AND A MASSIVE AMOUNT OF DATA FROM THE WORLD OF FASHION.”

regardless of end user; Oxford researches, designs and takes every garment through the fit process using rider feedback at every stage.

Jesson goes on: “We have developed our own sizing patterns based on a combination of real people from the cycle world and a massive amount of data from the world of fashion. The idea is to give riders a better fit, better construction techniques and a better riding experience.

This all feeds nicely into our mantra: ‘We make life on bikes better’”

The core AW2021-22 range consists of two jackets, two gilets, two over-shoes and an already very successful range of gloves.

The new jackets and gilets have been designed to serve two types of end user, with the appropriate fit, style and material choices. Namely, the ‘Endeavour’ jacket and gilet are aimed at the casual cyclist/commuter; the corresponding ‘Venture’ products at the enthusiast end of the market and will provide retailers an upsell for the beginner turned regular.

SIGMA JOINS OXFORD PRODUCTS Choosing Oxford Products for the firm’s thirty-year experience in distributing cycling goods, Sigma bike accessories has confirmed its goods are now inbound as part of an exclusive new partnership.

For the few that won’t yet have come across Sigma’s products, the cycle computer label has a long history of research and development in what it takes to deliver a robust and functional head unit for both leisure and performance cyclists. Sigma is in fact trusted by numerous pro teams across Europe.

CONTACT Web www.oxfordproducts.com

Thomas Seifert, SIGMA Managing Director, said: “The market expansion into the UK is an important step into the future for us. Together, we want to bring the SIGMA brand back into the focus of consumers in the UK and sustainably participate in the market activities in the UK. Our goal is to be one of the major players in sports electronics in the UK.” Each of Sigma’s products roll off a 60-person strong production line in Neustadt an der Weinstrasse, Germany prior to shipping globally.

Phone +44 (0) 1993 862 300

Email info@oxprod.com

WWW.CYCLINGINDUSTRY.NEWS // 051

Bienvenido Aguado GALFER BRAKES AMABASSADOR BEST TRICK DARKFEST 2021

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(( PROFILE TOPEAK ))

PERFORMS UNDER PRESSURE

Chris Yates, Extra UK’s new Topeak Brand Manager updates the trade on how one of the most recognisable accessories brands has been moving with the times…

S

o, to introduce myself as the new Topeak Brand Manager. I spent six years in the coaching and development department of British Cycling before I moved into a Sales Rep role in the distribution side of the cycling industry. I then had ten years of on the road sales experience in various regions of the UK with a couple of distribution companies before I moved to a brand specialist role at Extra.

The role has been centered mainly around supporting stores with staff training and specialist product support.

The opportunity to move into Brand Management came up at the start of 2021 and it seemed like a natural progression from what I had been doing. I’ve good product knowledge, and years of marketplace experience that’s really helped with managing all aspects of a brand’s development, something that’s especially important with a brand like Topeak with their diverse portfolio of products and product categories. With such a well-respected and well-known brand like Topeak, it’s been excited to get to grips with the inner workings of the brand and help drive its progression in the UK market.

It’s hard to not bring up the past 18 months that’s given us all some far-reaching curveballs in the market, both in terms of sales and supply challenges. As a lot of other brands similarly experienced, the pandemic has affected supply of raw materials, factory capacities, shipping containers and much more. Even the EverGiven blockage delayed a good chunk of vital stock that’s only just arrived in our warehouse. That left a noticeable gap in the marketplace so we can only thank our customers for being patient during this time.

At a brand level, Topeak has continued to develop and innovate its products in all its categories despite the global effect of the pandemic. They’re a company built on innovation and answering riders’ needs with beautifully engineered as well as durable products. It’s great to see that the brand’s flair for product evolution has continued despite the challenges faced from Covid.

Topeak has a range of updates and new products across a number of categories this year that have already been really positively received by both the press and consumers. The ease of use of the Headlux and Traillux USB lights, for example, has seen them do strong trade with commuters who can take the stress out of having to make sure their lights are always charged the night before. We’ve had reviewers running them in the absolute worst conditions the British weather has thrown at us this year with great results.

“AT A BRAND LEVEL, TOPEAK HAS CONTINUED TO DEVELOP AND INNOVATE ITS PRODUCTS IN ALL ITS CATEGORIES DESPITE THE GLOBAL EFFECT OF THE PANDEMIC.”

WWW.CYCLINGINDUSTRY.NEWS // 053

(( PROFILE TOPEAK ))

The Tubi 2Stage floor pump is bit of kit ready for pro workshops

We’ve seen e-Bikes become a huge part of retailers’ sales and so the subsequent need for specific product has also grown. Topeak has answered this with new repair stands including the Prepstand eUP, (no… it’s not a bike stand from Yorkshire). This assisted lift stand uses a pressurised cartridge to raise heavier bikes, such as e-Bikes and even cargo bikes, into position; it should really benefit shops that work on heavy cycles all day. Topeak has also released a new TetraRack, an adaptable rack which will allow e-Bike riders to better carry their kit securely, whether it’s an arduous commute or a multi-day adventure into the wilderness.

“TOPEAK HAS ALWAYS BEEN A HUGE BRAND FOR EXTRA AND WE’VE SEEN FANTASTIC GROWTH OVER THE YEARS WHICH HAS NO DOUBT AIDED THE PRODUCT DEVELOPMENT SIDE OF THINGS.” The popularity in tubeless setups has likewise continued to grow, most notably in the road and gravel sectors and so solutions for making it easier to live with are also proving popular. Topeak now has several floor pumps in the range with huge stroke volume enabling customers to seat tyres the first time and without having to resort to a compressor. There’s also the new 2Stage pumps that allow mechanics to switch between high volume for seating tyres and MTB, and high pressure for road and gravel.

It seems that tyre pressure chat is the new weight-weenie chat and the latest digital gauges mean you can get incredibly accurate pressure readings and really dial it in (and bore your customers to death in the process!).

Topeak has developed a lot of its new range this year into tubeless-focused tools and accessories.

Much of the new product combines the need for lightweight, tubeless repair solutions with all the tools you

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would normally take with you on a ride. There’s now a complete range of on-bike mini-tools that make tubeless setups even more accessible to riders either already running tubeless tyres, or those who were cautious about switching.

One product that I’m particularly excited about, and I know a number of people back at the office are too, is the new Tubi 2Stage floor pump. It still allows you to switch between high pressure/high volume action as I mentioned before, but now comes with the innovative Tubi-head. This neat addition to the 2Stage allows you to remove the valve core on your tubeless valve to allow maximum airflow to seat tubeless tyres and reinstall the core without ever having to remove the pump head and lose pressure or sealant. It’s even made of a durable transparent plastic so you can see it working in action. It makes it even easier than before, and mess free.

A lot of the new range also comes in a beautiful copper and black finish that will stand out for its elegence on the shop floor. I’d say the new range builds on Topeak’s reputation for innovation and durability and offers a sleeker and more classy finish than ever before.

We’re just about to take stock and launch a huge update to the Ninja Master range of on-bike tool/accessory storage too. The previous range was a big success and Topeak were able to build on this, increase the durability of the mounts and add a new range of products including some Tubi tools to make sure riders are never caught out without the tools. These not only come as separate accessories that can be attached to Topeak Ninja Master bottle cages, but also come with mounts to bolt on directly to compatible frames – something we’ve seen more manufactures include on their bikes, especially in MTB and gravel.

Topeak has always been a huge brand for Extra and we’ve seen fantastic growth over the years which has no doubt aided the product development side of things. We’re looking forward to the what the future is going to bring for the brand and we’re aiming to really increase its presence in the UK further. Even whilst I’m writing this, we’re getting ready to go to the Ard Rock festival with Topeak to provide repair stations for racers, both on and off the stages to allow riders to really get hands on with the products. If you’re coming along, come and try them for yourself.

R U O Y P E KE E R U T N E V D A .

E T I N I INF

, dur able , e l b a in ! e sust a r a entures s v t d c a u t d s o r e E: A ll p our w ild S y I r o M f O t i F PR r m a n y.

T LIEB e R G O n i E e TH nd Mad a f o o r waterp

meet us at Hall A6 | Stand 402

(( OPINION FLEET MANAGEMENT ))

LOCKED & LOADED

The subject of how the bike and cargo bike fits into the inner city delivery ecosystem has never been so in focus. Specialist IoT OEM Paztir writes on how fleet modernisation adds to business efficiency…

L

ast mile delivery is becoming an increasingly competitive environment, with technological advances adapting to the challenges of growing fleets, producer demands and customer expectations. Today, businesses want more speed, security and efficiency in their operations – and demand solutions that evolve with their changing needs.

Tasks such as key management that were once done manually are no longer sustainable as fleets grow and the optimisation of processes become essential to the success of last mile delivery services. It also becomes increasingly difficult to keep drivers and vehicles safe, manage maintenance and track performance as fleets scale.

With the increasing usage of delivery bikes in last mile tasks fleet owners are now looking for solutions that simplify the time consuming and costly process of managing security, maintenance and tracking across different providers and platforms. Delivery bike producers are forming associations that are actively calling for the standardisation of cargo bikes to streamline operations.

The technological development of both hardware and software aims to provide fleet owners with a competitive edge using turnkey solutions. Fleet management software is developing quickly, adding features that help increase efficiency, lower maintenance costs and make delivery bike operations more profitable.

Fleet owners now have a number of compatible bike options ready to turn into e-bikes for their smart fleet – and selecting the perfect bike largely depends on the types of delivery and loads they are anticipated to carry.

Regular bikes are commonly used for food delivery and lighter loads with a 100kg capacity cargo area positioned at the front of the bike.

The Long John Bicycle is a popular choice used to manoeuvre busy city centres, while Cargo Tricycles are chosen for heavier 100kg to 300kg loads and are ideal for comfort in all conditions. For more stability and extra storage capacity some fleet owners select a four-wheeler delivery bike.

Once the right delivery bike is selected, the next step is to choose a smart lock that can keep bikes safe on every journey. Security is a key concern for fleet owners that want to protect their bikes and cargo from theft.

The small piece of hardware tucks discreetly into frames

IoT tech enables smart locking, tracking and performance analysis

The Axa lock is often chosen to fit the thicker tires of cargo bikes while Southco or a simple mechanical latch is a popular choice for cargo boxes. Modern fleets are now utilising parking brakes on cargo bikes to protect heavy loads – so whichever lock fleet owners choose to protect their fleet, implementing a smart keyless solution helps them achieve a safe and profitable operation.

Along with a keyless solution, the Paztir IoT device transforms any delivery bike into a smart vehicle, allowing fleet managers remote access to manage and track their entire fleet on one platform. Smart Locking operates using proximity detection and enables drivers to lock and unlock with the touch of a button.

The keyless system saves time, improves bike security, increases delivery speed and creates a smoother day-today operation for both fleet managers and drivers. It’s operated through innovative software that can be remotely viewed from any device.

Easy to use software allows users to operate locks, assign drivers and monitor their entire fleet in one easy-to-use, customisable app. Fleet managers can stay in full control of the data that matters including tracking, riding behaviour, performance, battery and motor data, all saved in the cloud, a fully traceable and GDPR compliant platform.

Track and trace technology uses real-time data to help fleet managers accurately plan journeys and increase delivery speed with fleet optimisation. With remote tracking, users get a clear overview of lock status, live GPS location and estimated times. View and manage all data from existing logistics software in one app using advanced API access.

More than anything, Paztir offers a complete solution for IoT technology, smart locking and fleet management all in one place, giving fleet managers control and peace of mind over their operations in a single platform. It’s the professional, proven method to prepare the modern delivery business for success.

To learn more about turning last mile delivery into a faster, safer and more affordable process, visit the website. www.paztir.com WWW.CYCLINGINDUSTRY.NEWS // 057

(( PROFILE USG LTD ))

A TRIO FOR THE TRAILS

USG Ltd bring to the table a portfolio of house-owned brands, including fan favourite Royal Racing. Here Managing Director Martin Lloyd Evans makes the case for MTB specialists giving its trio of off-road brands a try on the trail and in store…

MANY SHOPS WILL HAVE HEARD OF YOUR BRANDS, BUT TELL US A BIT ABOUT THE TEAM BEHIND THEM: We have two companies in the group; USG Ltd based in Swansea and a daughter company Union Sport Group LLC, based in Denver Colorado. The UK company handles domestic, European and R.O.W. sales, excluding North, South and central America, which is handled by the Denver office.

Our brands are currently distributed in over 40 countries across the globe. Here in the UK we took our distribution back in house under the guidance of our Sales Director Matt Yeo. The response to the new set up has been amazing and with the pandemic restrictions easing we’ll be out building up the dealer network.

The core of our design and management team have been designing, developing and distributing protection and apparel since 1999. We’re proud that we have over 100 years of combined design and development experience in the group when it comes to protection and apparel development. Both of our designers Nick Bayliss (Royal) and Tav Capewell (7IDP/TAG Metals) are talented riders who ride and race at a National level. Having a design team that is embedded in the sport is vitally important and ensures that our product has design integrity. This is reflected in global test results, with 7IDP products having regularly won out.

Alongside our design team are a global group of talented riders who give our products a beating on the EWS and UCI DH circuit. We are proud to sponsor the likes of Sam Hill, new UCI World Cup Champion Matt Walker and of course the Guv’nor Steve Peat.

WHAT PLANS DO YOU HAVE FOR EACH BRAND MOVING FORWARD? For 7IDP it’s all about protection. Our goal is to be the number one protection brand on the market, and we are investing heavily to get there with an investment budget

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of over $500,000 in helmet tooling alone. The fruits of this will come to market in 2023/4 season. On the body armour front we have some really exciting developments that I cannot share, but will ensure we remain at the top of the tree. We also have an all-new glove programme arriving in the fourth quarter of this year.

TAG cut its teeth in MX components. Its goal is to concentrate on the cockpit, plus pedals. It’s an area in which we have great experience having previously started the Sunline brand back in the early naughties.

We’re fortunate that we are working with Nicolas Vouilloz as a sponsored rider and consultant, and you’ll be seeing his input in forthcoming models.

The goal with Royal is to ‘bring it home’, rather than trying to match the US big brand approach of huge ranges and big buy minimums. We’re concentrating on developing our own distinctive line up that is specifically suited to UK riding conditions. The design is clean, technical and environmentally responsible too. The range is also concise in terms of the offer, which makes it easy to stock for a shop. Apparel is probably the most difficult category to get right at all levels, it has to be easy for the dealer to stock and sell. We are heading in the right direction with Royal to bring that appeal.

One further exciting bit of news from a dealer perspective is that in October we will be launching a comprehensive POP range for each brand.

HOW ABOUT INFRASTRUCTURE, HOW DO YOU PLAN TO HANDLE YOUR GROWTH? We use Newgistics, a local third-party logistics company.

The goal is to ship same day on orders received prior to 12 noon. In terms of the B2B, we are developing a new system to replace our current site which is a little clunky.

We’re really excited to be back in control of our UK distribution and look forward to working with old friends again. Any dealers wanting to get on board can contact me directly via email at matt@usgb2b.com.

GERMAN DESIGNED AND ENGINEERED HIGH-QUALITY CABLE SYSTEMS Capgo Cable Systems offer aftermarket and workshop solutions for every cable requirement on the bike. Refinements and surface treatments on the cables, matched with specially developed manufacturing processes on the housings, give noticeably improved shifting and braking performance. Capgo are the cable choice of over 50 OEM customers around the world and with a huge range of colours available, allows customers to personalise their bike.

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(( PROFILE USG LTD ))

ROYAL CORE RANGE New in stock with USG is the Royal Core range, available in a trio of designs and shades ranging monotone through to shades of blue. On offer are both short and long sleeve fast-wicking riding jerseys that are designed to crossover into casualwear, as well as the Core shorts, available in grey or black.

The £59.99 Core Shorts are designed for in the saddle flexibility with a two-way stretch fabric that is both quick to dry and resistant to a bit of abuse on the trail. Two easy-access rear pockets and a leg pocket give the choice of where to keep mobiles and wallets.

7IDP SAM HILL KNEE PAD Retailing at £79.99 and perfectly complimenting the aforementioned Royal Core Shorts are 7IDP’s slip on knee pads, designed in collaboration with EWS winner Sam Hill.

Comfort is important for a pad, in particular when worn for long periods and so Sam Hill’s signature pad is designed to work with the body, adjusting with heat to provide maximum comfort, while a breathable mesh back panel wicks away moisture. This four-way stretch pad meets CE EN1621-1:2012 Level 2 standards. A ‘Lite’ version of the pad retails at £69.99, while a heavy duty ‘Project Knee’ pad tops the range at £109.99.

TAG T3 NYLON PEDAL Clad with 40 3mm metal pins, TAG Metal’s answer to a nylon pedal gives the best of both worlds in terms of strength, weight and budget. At £44.99, it’s the kind of pedal that will sell to off road riders of all kinds every day of the week.

The pedal body measures 110mm by 100mm, giving a decent length platform for the rider to feel out the trail and, thanks to the CNC machined Cro-Mo spindle, take on the path less trodden. Seven colours of the 362 gram pedals are in stock with USG.

WWW.CYCLINGINDUSTRY.NEWS // 061

ask the boss

ROB HAYCOCK > ZYROFISHER

SHAPE SHIFTING A key supplier to the UK bike shop network, ZyroFisher’s phones will have been ringing more than most over the past year. Taking over as the pandemic took a turn, CEO Rob Haycock shares his view on the then and the now…

You’ve been in the role nearly a year already – how are you finding the cycling world and how’s business?

It’s a great business and industry to work in, we all face a fantastic gamut of opportunities off the back of the pandemic. The focus on the cycling industry by everyone has brought in new riders and the time to ride, that along with the government initiatives has meant we are all in a lot better place that 24 months ago. Just like everyone else we are trading beyond capacity in terms of availability, revenues and across all disciplines.

Tell us about your prior work and what experience has transferred in helping steer ZyroFisher onwards?

I was originally in distribution in the Consumer Tech space, which was highly competitive and enjoyed very large volumes through a small number of customers that controlled nearly 14,000 points of sale. This is quite different from the cycling industry which has a reduced number of points of sale, but a much larger breadth of customer type and size. The learnings on getting everything

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ask the boss

ROB HAYCOCK > ZYROFISHER

“WE HAVE A NUMBER OF BRANDS WHICH HAVE A FOOT IN MANY ADJACENT SECTORS AND SO WE WANT TO BE ABLE TO SATISFY BOTH OUR BRANDS AND NEW CUSTOMER BASE.”

as accurate as possible and investing in the future have always been my points of focus.

The impact of e-commerce on the supply of basic parts, the consequences of Brexit and the upset in the freight and supply chain has meant that we have invested heavily in efficiencies in our distribution model. New investment of nearly £500,000 has gone into the warehousing facilities and the systems that control them, the electronic interface with all our customers whether it’s the smallest trade account right through to the large multinationals. The increased digitisation of the sales process is my next focus.

Pandemic problems aside, what has been the priority since you took charge?

We have bought in new training facilities for the IBD market into Darlington, which should deliver more tech talent into the industry. Then there’s the improvements in the supply chain as mentioned and the hiring of more resources into key roles in our business.

As of the end of July, we have approximately 20 open hires, which we have been filling at about four per month for the last six months. We are increasing our financial facilities to provide for the expected stock intakes when they finally

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start to get back on track and to fasttrack some of our new brands.

will be in a better position in the next six months compared to the last six in terms of availability in the UK.

The pandemic’s key headache remains stock availability. How full are Zyro’s shelves now and forward-looking?

We are back up to about 75% in terms of stock value, but still with key components due to arrive through the remainder of the summer. We were very lucky to really jump on this early and placed very large orders about 12 months back, which has given us the ability to outperform some of our peers. The majority of our customers have moved over to forward ordering to ensure that they have the best chance of securing access to the stock that is coming.

There has been some portfolio diversification with SUP boards and electric scooters added. Is this a deliberate swing to capture other markets, or just to offer complimentary products for bike shops?

A little bit of both, we see such a lot of the same customers who are not just a cyclist, but also enjoy a raft of different sports. We have a number of brands which have a foot in many adjacent sectors and so we want to be able to satisfy both our brands and new customer base.

Many stores are looking wider for key items – have you any reassurance, particularly on SRAM, that normality will return and in what estimated timeframe?

We have seen such a large increase in market share by SRAM among the bike manufacturers, which has taken some of the aftermarket components.

However, this is now slowly beginning to be the new normal and due to the size of the orders we have placed and the investment they have made in their production facilities, I believe that we

On that note, the market’s attention has arguably swung from performance cycling to everyday cycling – what’s your thoughts on addressing both customers going forwards?

My ambition is to see that a lot of the new everyday cyclists take enjoyment in the activity, and we all play a part in assisting them on their journey into the sport and the multitude of different disciplines that it offers. We have the brands that address the entry-level, their first upgrades and then on to the ultimate equipment to support that journey.

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ask the boss

ROB HAYCOCK > ZYROFISHER

“OUR NEW SITE IN FRANCE IS NEARLY THE SAME SIZE AS OUR DARLINGTON SITE AND WILL HAVE STATE OF THE ART SYSTEMS TO ENABLE TOTAL DUTY BONDED TRADE ACROSS UK AND EUROPE.” What other changes in the shopping and cycling marketplaces have you seen that your retail customers could take advantage of?

The extended ranges and services that can be brought about by partnering with someone like ourselves are great for servicing that customer that you need to stay with you from the moment they walk into the store.

We are developing the ability to order and ship, if necessary, direct to a retailer partners’ customer on their behalf. We are creating new training, how to videos and digital sales tools that may be used by both our customers and potentially their consumers.

What I would like to see is the cycling clubs, hire schemes and councils

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working closer with their local shops and the industry to satisfy the needs of the new cyclists. This could be embracing everything from training and advice, workshops and getting the hire schemes to work with their community IBDs to provide good local servicing and parts.

As for those retail customers, what investment has gone into improving your relationship with them this year?

We continually monitor our terms to ensure that we remain competitive. Our B2B platform has had a lot of investment that initially is difficult to see, but will start to show through in the next few months. These include improved dashboards, order servicing and date accuracy.

With roots now in Europe, are we to expect expansion of the business far wider in terms of postcode and perhaps acquisition?

Yes, we are very acquisitive at the moment and looking at a number of opportunities both in the UK and overseas. It is our stated aim to grow across our markets and this will come from both organic growth in our brands and their business, along with the access to new markets and territories.

Our new site in France is nearly the same size as our Darlington site and will have state of the art systems to enable total duty bonded trade across UK and Europe, enabling our partners to get real efficiencies in their network stocks and for us to service a broader portfolio of customers.

A few years back the ambition was to become a £100 million turnover distributor, what’s the forwardlooking goal now?

Well, we will achieve that goal this year and now rather unsurprisingly for a private equity backed business the target is somewhat higher than that! www.zyrofisher.co.uk

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