Cycling Industry News – Issue 04 2023

HARRY SCHOFIELD GENERATION SPECIALIZED

JOINED UP THINKING

THE IAA Mobility show took a big gamble when it decided to bring bicycles into its hitherto automotive-focused show. It’s a bet that paid off, with the format succeeding in 2021 and looking set to continue strongly in September this year. We’ve subsequently seen other cycle shows influenced to look harder at the broader mobility question. Would the auto industry have swallowed exhibiting along with bicycles a decade ago? Possibly not.

One of the things about the IAA Mobility show that makes it so interesting is the very thing it gambled on. It brought two sectors together to answer a broader challenge: How do cities and the world tackle the need to get around, be more sustainable and handle congestion, air quality and public health? The answer isn’t just cars. It isn’t – and this might get me into trouble – just bicycles. It isn’t just public transport. The answer to the mobility challenges we are facing is a combination of these things. That might be controversial, but it’s likely the most realistic view for 2023 and the near future.

I expect, for many in the cycle trade, eBikes were initially welcomed through gritted teeth. These chancers think they have a place in the cycle industry? Times have changed (and eBikes have too, over the past couple of decades). It’s now much more niche to be an electric bike naysayer, and pedal assist bicycles are taking an ever larger portion of bike shop floor square footage (see page 6). eBikes are, we all (mostly) accept, part of the solution for the bicycle industry.

When you think about it, that’s a long-running story in the bike trade. 29ers? Disc brakes? Mountain bikes? Internet retailing? Outsider concepts and products have a habit of becoming mainstream before you know it. They become part of the product solution, eventually (maybe grudgingly) welcomed after initially upsetting the apple cart.

Hardliners may see these pragmatic moves as dilution. But things change, especially in an industry prone to product innovation like this one. The age old ‘adapt or die’ adage seems to hold ever true. We see brands evolve their approach to market, like Canyon, which has opened its door to working with retail through slightly unconventional means (page 54). We see struggling brands acquired, relocated and go on to thrive, like Silca (page 60). And, to bring things full circle, we see the cycle industry look to the auto industry to tackle longterm seemingly insoluble problems, like theft (page 44). Innovation and adaptation have, therefore, long been part of the bike trade’s make up – not just in terms of product – and long may it continue.

Jonathon

jon@cyclingindustr

Publisher Jerr y Ramsdale jerr y@cyclingindustr y.news

Editor Jonathon Harker jon@cyclingindustr y.news

Staff Writer Simon Cox simon@cyclingindustr y.news

Head of Sales Frazer Clifford frazer@cyclingindustr y.news

Head of Produc tion Luke Wikner production@cyclingindustr y.news

Designers Dan Bennett Victoria Arellano Published

w cyclingindustr y.news

BIKE SHOP CUSTOMER TRENDS

WHAT IS CURRENTLY RESONATING WITH THE CUSTOMERS OF INDEPENDENT BIKE SHOPS? AND WHAT PRODUCTS ARE GAINING THEIR SHARE OF FLOOR SPACE IN THE NATION'S CYCLE RETAILERS? CI.N’S MARKET DATA REPORT REVEALS THE ANSWERS

ACCESS THE FULL CI.N MARKET DATA 2023 REPORT TO HELP YOUR BUSINESS ADAPT TO MARKET CHANGES BY CONTACTING FRAZER@CYCLINGINDUSTRY.NEWS

WHICH OF THE FOLLOWING TRENDS ARE IN THE ASCENDANCY WITH YOUR CUSTOMERS?

ANALYSIS

It’s always interesting (well, we would say that) to draw a line between CI.N’s Market Data Report and recent activity in the trade, so let’s do exactly that and note how going tubeless (road and MTB) was found to be a dominant trend for bike shop customers and how we’ve seen some recent related activity in the market, not least with ZyroFisher picking up an exclusive distribution deal with Joe’s No Flats in recent weeks. Barely a tyre launch goes by without mention of being tubeless-ready, including the likes of Michelin’s Q1 launched Power Adventure tyre and Continental’s relaunched Grand Prix 5000 TT TR. Intriguingly, this also points to a lag between cycle market buzz and the realities of day-to-day cycle retail. 2018 was hailed as a breakthrough year for tubeless (by Schwalbe) so it’s interesting to see that this trend is still (or just) causing a stir with bike shop customers all these years later. Back to that five-year old news piece and it also noted the launch of a tubeless Wiki by Schwalbe to help educate the market about tubeless set ups. Fast-forward to 2023, when a Muc-Off survey found that tubeless set ups baffle 25% of cyclists and that 91% were interested in converting to tubeless. Clearly then, there remains a significant education challenge around tubeless – probably why bike retailers are hearing and seeing their customers about tubeless. And of course that challenge is good news for bricks and mortar shops. A certain level of confusion will encourage cycle consumers to swerve buying related product online and encourage them into shops for some one-to-one advice.

And yes, it is also a sobering reminder that even though tubeless tech may seem old hat to those of us deep in the industry, it takes a good while for new tech to become the norm or easily understandable to a large portion of the market's customers.

There’s a lot more to unpick in this trends segment of CyclingIndustry.News’ 2023 Market Data Report. The use of finance or ‘buy now, pay later’ tools may seem obvious with consumers watching their cash more closely, but it hasn’t always followed – this, therefore is an encouraging sign of the trade boxing clever when times are tough and encouraging their customers to make purchases more affordable (and indeed possible) using common tools like finance. Illegal eBike modification being the third biggest trend here is not, however, quite so encouraging. Perhaps this signifies how bike retailers are something of a vanguard in the fight against this criminal area of the cycle trade. Back to the positives and we see women’s cycling engagement a significant trend with bike shop customers, a good sign as the industry grapples with broadening its customer base rather than focusing on the dwindling opportunities of selling to the same customers over and over again.

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WHICH PRODUCT SEGMENT WILL YOU ALLOCATE MORE, THE SAME OR LESS FLOOR SPACE IN 2023?

ANALYSIS

Naysayers be damned. It’s electric bikes that have been the big winner in terms of grabbing valuable floor space in the nation’s bike shops. So, beyond any hype and/or hyperbole, this anonymous survey of a sizeable portion of the UK’s independent bicycle retailers reveals that eBikes really are taking more floor space. eBikes were, for 54% of respondents, filling up more space in bike shops, while 38% found the electric category has around the same space in shops as the year prior (2021). A sliver of respondents (8%) were dedicating less space to pedelecs.

Not so far behind, gravel bikes have also been taking a goodsized space in shops.

Spares and components were also big winners; 61% of bike shops had seen components stay consistent with the prior year, while 29% had given over more space to components. Similarly, 57% of bike shops were giving spares the same space as the prior year, while 35% had found more space to get spares in their stores.

The big losers? Well, these things come around in cycles (no pun intended) but clothing, indoor training and kids bikes took a battering.

A GAMBLE THAT PAID OFF

The success of Sea Otter Europe was by no means a dead cert. Back in 2017, it was as yet unknown if the concept would translate to Europe and whether the festival of cycle sport could also draw in significant industry support. But the gamble has indeed paid off and barring two tough Covid years, the event continues to progress. CyclingIndustry.News interviews Albert Balcells, CEO of show organiser Ocisport…

Business is not full of certainty. Data, market research and gut feel can take you so far, but it’s only when your product or service is out there that you know if it all paid off. New events are no different and even when you’re transplanting a popular concept – like Sea Otter Classic – to a new continent there’s no guarantee it will work, as Sea Otter Europe CEO Albert Calcells tells CyclingIndustry.News.

“The truth is that when it first began, in 2017, we were uncertain about how the European market would accept the idea of transferring such a great success story as the Sea Otter Classic in the United States, a global benchmark for many years.

“Actually, it was better than expected and the market acceptance was far beyond what we thought. It was clear that the European cycling sector was long overdue for such a festival and this was demonstrated by its rapid growth and consolidation. Obviously, Covid-19 hit us hard, but we overcame

it thanks to the great effort made by everyone, as was the case in so many other sectors and aspects of life, and all this has made us even stronger, as we can see from the current figures. We are happy with the progress, but we still have a long way to go.”

Six editions of the show have been held so far, with two of those hugely affected by Covid-19. Focus has shifted to the quality of the visitor as much (if not more) than the quantities Sea Otter Europe can draw in. Balcells explains: “We do not want to overcrowd the festival and make it uncomfortable for visitors and exhibitors, we prefer to find that profile of the visitor who is very interested and knowledgeable about what they want, that brings a lot of value to the exhibiting brands, that participates in sporting events and in the end they have a great time at Sea Otter Europe.”

Having said that, Sea Otter Europe is a significant event in terms of size –number of brands, activities, events and visitors – but it has a key differentiating factor, points out Calcells. It’s

“WE DO NOT WANT TO OVERCROWD THE FESTIVAL AND MAKE IT UNCOMFORTABLE FOR VISITORS AND EXHIBITORS, WE PREFER TO FIND THAT PROFILE OF THE VISITOR WHO IS VERY INTERESTED AND KNOWLEDGEABLE ABOUT WHAT THEY WANT.”

Albert Balcells, CEO of show organiser Ocisport

location: “Girona and its surroundings are unique. It is an area and a city that has been working for many years to promote cycling, both as a means of transport and as a tourist destination. Many riders and professional teams have been based here for many years. The city of Girona is very beautiful, and its surroundings are ideal and varied for any type of cycling. The gastronomy, the landscape, the roads and, above all, the climate, make it exceptional, and now Sea Otter Europe is added to all this as a further incentive.”

Like its cousin over the Atlantic, the bike testing and demobike elements are key to Sea Otter Europe’s success. Users or potential buyers can test all the bikes of more than 40 brands, of all types, during the festival, free of charge.

“It’s like a theme park in the world of cycling,” enthuses Balcells. “And it’s also great for the brands - it’s no longer just about seeing a bike on a website, in a magazine or in the shop. It’s about being able to touch it, sit on it and test it on real circuits and enjoy and feel

what it’s like before you buy it. The direct contact with the technicians of each brand to ask about technical innovations or new models is also a unique event, and it is ideal for brands to have this contact with potential buyers and users of their bicycles, especially for those brands that only sell on-line. Everybody wins.”

The show organiser tells CI.N that UK brands, journalists, visitors and participants are increasing gradually in numbers, while not being the most represented nationality due to the geographic distance.

Show buzz

This year may not be considered a fine vintage for many industries but there’s arguably a bit more buzz in the world of cycle shows. Having got the first post-Covid shows out of the way, 2023 has seen the return of some proper ‘show buzz’, not least at Sea Otter Classic in California, which senior UK industry execs told CI.N was becoming an ever more important show. What

“LIKE ITS COUSIN OVER THE ATLANTIC, THE BIKE TESTING AND DEMOBIKE ELEMENTS ARE KEY TO SEA OTTER EUROPE’S SUCCESS.”

Oh my, Girona: Location is an ace up the sleeve of Sea Otter Europe.

about its European cousin – what are the expectations around it now that shows are ‘back to normal’?

“People were very shocked with the closures during Covid-19, as well as the limitations to travel and activities and participation in events. After that, in 2022 we already saw a much faster recovery than what we expected and what had been said, luckily. On the other hand, cycling in general is gaining momentum at the international level due to the policies of public institutions and hundreds of associations and initiatives of all kinds to promote this activity, especially in cities. Electric bicycles in general, urban, cargo bikes, etc. are renewing the potential for growth and diversification of the sector.”

Mobility, mobility, mobilty

No self-respecting internationallyminded cycle show is without some form of mobility element these days, even a cycle sports-orientated festival like Sea Otter Europe, which will continue to host the Euro Mobility

While the majority of punters will likely be at Sea Otter Europe for sports-orientated cycle product, discussion and riding, the Euro Mobility Festival also offers the other side of the cycle world ample reason to head to Girona this September

Festival – for the short-term at least.

“Given the great momentum that cycling is acquiring as a mode of urban transport – no longer as a sporting or recreational element – it made us decide in the last edition that it was necessary to separate these two large blocks of the cycling world, and not only of bicycles but of any element of individual sustainable transport that may be emerging. The needs are different, and so are the brands, the elements themselves, and so on. It is a new model and a new field that has just started and that will have a long and far-reaching future.

“While it is true that the Euro Mobility Festival (EMF) was born under the umbrella of Sea Otter Europe to take advantage of the momentum of the brand and the visitors to the cycling festival, in the medium term the EMF is set to have its own space, its own personality and in general to be a festival in itself, separate from Sea Otter Europe. In fact, this year, although it is held on the same dates and at the

“ELECTRIC BICYCLES IN GENERAL, URBAN, CARGO BIKES, ETC. ARE RENEWING THE POTENTIAL FOR GROWTH AND DIVERSIFICATION OF THE SECTOR.”

same venue, it has its own space, its own image and way of communicating, its own programme, a different demobike with different circuits, etc.”

Other parts of the cycle market will have a look in at the show too, with the organisers picking up on the growth of cycle tourism, in the post-Covid era where experience has taken some precedence over product. The Sea Otter Europe CEO says: “Cycle tourism is a segment of the cycling market that has been growing for many years, and ever since the pandemic, it has multiplied the use of bicycles, including for holidays.

“It is no longer just an element of everyday or weekend sport or an element of daily transport in cities, it is one of the most important and fastest growing sub-segments of tourism. Many territories and destinations are specialising and enhancing their attractions and resources to adapt to all types of cycling tourists. Cycle tourism is becoming more and more profitable in the regions; they are quiet, respectful of the destination, demanding and interested in many things such as culture, gastronomy, etc. They are highly appreciated by the regions and an alternative way of creating wealth for areas where industry or other livelihoods have declined.

“We are increasingly expanding the space dedicated to this type of

exhibitors, such as national tourism agencies, the provinces, incoming and outbound agencies, routes, etc.”

Summing up, Albert Balcells spells out the opportunity the show affords potential exhibitors and visitors: “We say the same as we would say to any brand or professional from any European or non-European market: that Sea Otter Europe is one of the most important cycling festivals on the continent, fully consolidated, which is growing more and more as regards international exhibitors, space and brands, as well as visitors. It is a great opportunity to present oneself in the market both at a professional level and end user level, an option to make yourself known, to promote your brand, to get new contacts, new distributors, to test your product, to be a partner of the festival or one of the many sporting events, etc. Sea Otter Europe is a great communication and marketing tool in the European cycling market.

“We would simply like to invite CyclingIndustry.News’ readers and followers to visit us and try the experience we offer; we are sure that they will be very positively surprised by Sea Otter Europe Costa Brava Girona by Continental.”

www.seaottereurope.com

“SEA OTTER EUROPE IS ONE OF THE MOST IMPORTANT CYCLING FESTIVALS ON THE CONTINENT, FULLY CONSOLIDATED, WHICH IS GROWING MORE AND MORE AS REGARDS INTERNATIONAL EXHIBITORS, SPACE AND BRANDS, AS WELL AS VISITORS.”

There are plenty of opportunities at this cycling festival for visitors to try their luck at becoming the cabeza de carrera

Key componentry for the IBD

ENDUO EARNS INDUSTRY BUZZ AND INVESTMENT

New Motion Labs took its Enduo drive train concept to the industry at last year’s Eurobike. One year on, the brand explains that is has a busy order book and new investment to boot…

“ Twelve months ago, at Eurobike 2022, it was all about getting the word out about New Motion Lab’s Enduo technology and its transformational capabilities for the world’s cycling industry and its users. Re-engineering the drivetrain for the first time in over 100 years was an incredible concept to introduce to our market.

Fast-forward one year and it’s fair to say we’ve more than made our presence felt. At Eurobike 2023, the New Motion Labs stand dominated our hall and stayed busy throughout the five-day event in Frankfurt. It seemed the cycling industry had trusted the science, read our partners’ reviews and welcomed Enduo as the revolutionary technology we promised it would be. News from those who had collaborated with New Motion Labs and achieved the performance, power, durability and cost savings we promised had travelled fast. We had over 40 pre-booked meetings

at Eurobike 2023 and met many industry experts, and engaged with future partners who were keen to begin their Enduo journey. The outlook for New Motion Labs is indeed looking brighter than ever.

All this positivity was fresh off the announcement of a multi-millionpound investment from Green Angel Ventures, which manages Green Angel Syndicate (GAS) as well as the EIS Climate Change Fund. GAS is the UK's largest network of specialist investors fighting climate change.

Nick Lyth, President of Green Angel Ventures, comments: “We have been greatly impressed by the NML team. Their progress in commercialising their technology thanks to the efforts of their remarkable team is a testament to their deep commitment to the fight against climate change. Their success to date means the industrial sector is now coming to them for the design. The decision to follow our

original investment in this new round was an easy one for our members.”

Add to this a three-fold increase in our team numbers within just one year and it is clear that New Motion Labs is not a team to stand still. We have big plans to grow and commercialise; not just in the eMobility world, but in multiple other sectors too, as New Motion Labs CEO, Steven Senior, confirms:

“Enduo is finally here and establishing its footprint as a gamechanging drivetrain tooth profile technology, commented Steven. “The largest chain makers and the leading OEMs, automotive and fleet operators all want to capitalise on our ability to make the chain and sprocket last 3.5 times longer. At Eurobike 2023, whether it was buying our product or licencing our tooth profile, it was clear everyone was excited to engage with New Motion Labs.”

www.newmotionlabs.com

This year’s Eurobike saw NML showcase its “gamechanging” Enduo tech to the industry

Evolution not revolution. Incremental not incidental. Insert other quippy marketing tagline here…

The Ragley line-up was already great value, great riding and available in a range of stunning colours.

For 2023? Head-angles get a little slacker, seat-angles a little steeper and reach a little longer. The updated geometry takes you up, down and along better than ever before, with the same riotous fun factor which makes us Ragley.

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THE FUTURE OF THE UK’S CUSTOM FRAME BUILDING INDUSTRY?

Everyone in the industry knows that the bicycle trade is cyclical and after the COVID-induced boom, the downturn is starting to bite. And this time around it’s biting hard, it’s not just high street stores that are pulling the shutters down; first Moore Large went into administration quickly followed by 2pure and then Planet X, which has now been bought out. However, another area of the UK bicycling trade is in decline – traditional, handmade, custom frame building. The warning signs have been there for a while now. There used to be a plethora of outfits offering frame-building courses and the best known of them all was The Bicycle Academy, but it went into administration late last year with its founder Andrew Denham citing “the combined impact of COVID, unplanned relocation of the workshop, Brexit, supply chain issues, commodities and energy prices, cost of living increases and inflation” as creating the “perfect storm” that brought about the end of the 10-year-old frame building school.

Tough conditions for the trade are reflected in the custom frame part of the business, where disruption has tested some businesses to breaking point. But there are glimmers of light amidst the gloom, finds Duncan Moore

An industry in flux: Paul Gibson demonstrates custom frame building in the Ellis Briggs Cycles workshop

Photo credit: Ellis Briggs Cycles

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While The Bicycle Academy might be the headliner it’s not the only frame-building school to have closed its doors. When the owners of Downlands Cycles retired a few years ago, when COVID lockdowns interrupted business, that marked the end of that training option.

It’s not just the outfits that offered training to a new generation of custom frame builders that are going to the wall. Many well-known and long-established custom shops have closed too. While many of the staff who worked for South London’s Roberts Cycles have gone on to establish themselves after Chas Roberts took a sabbatical in 2019, the future of Bob Jackson, once another mainstay in the UK custom frame market, remains unclear.

Then again what about the new entrants coming into the business? Take a look over the years at the names of businesses that have taken awards at the annual Bespoked Show (the show dedicated to hand-made bicycle frames) and many of those have come and gone.

However, the surest sign of just how much the market for custombuilt frames is contracting and how few people are interested in taking up the torch can be seen in a recent report published by the Heritage

Crafts Association – the Red List of Endangered Crafts.

The report has reclassified bicycle frame making since the last edition was published in 2021 and it is now ‘endangered’. The report describes trades that are classified as endangered as “those which currently have sufficient craftspeople to transmit the craft skills to the next generation, but for which there are serious concerns about their ongoing viability. This may include crafts with a shrinking market share, an ageing demographic or crafts with a declining number of practitioners.” And there’s no denying that that applies to the custom framebuilding industry in the UK right now.

Mary Lewis, who led the research on behalf of the Heritage Crafts Association (HCA), said: “The effect of the energy crisis, inflation, COVID-19 and Brexit have been tough on everyone, not least the craftspeople who possess our most fundamental craft skills. We know that heritage craft skills operate like an ecosystem; if we lose one part it can have devastating consequences on other parts of the system. If we allow endangered crafts to disappear then we seriously diminish the opportunities for future generations to create their own sustainable and

“IT’S NOT JUST THE OUTFITS THAT OFFERED TRAINING TO A NEW GENERATION OF CUSTOM FRAME BUILDERS THAT ARE GOING TO THE WALL. MANY WELL-KNOWN AND LONG-ESTABLISHED CUSTOM SHOPS HAVE CLOSED TOO.”

Hot topic: Are frame building skills in danger of dying out?

Photo credit: Ellis Briggs Cycles

Photo credit: Ellis Briggs Cycles

fulfilling livelihoods and deal with the challenges of the future.”

Helping Lewis with the research into the state of the hand-made bicycle frame market in the UK was Rob Wade, one-half of the duo behind Bicycles by Design, which not only produces bespoke bicycle frames but also offers frame-building courses and advice to those looking to enter the industry.

“Over the years, probably the last six years, I have worked quite closely with Mary Lewis at the HCA, to analyse the industry and what’s going on and get a clearer picture of where bespoke frame building stands within the industry,” Wade said.

“After working with Pete [Peter Bird, the other half of Bicycles by Design] in the ‘80s I went to work for Trek as a sales manager with the responsibility

for all the parts and accessories across the European operations. Part of my role was analysing the market, how things were selling, and crunching numbers and stuff to figure out where good penetration was what we could do better and so I applied those principles when it came to assessing the state of the UK bespoke bicycle market,” Wade explained. “I started by asking the tubing suppliers how many frame builders are ordering more than 15 to 20 sets of tubing a year, which is roughly how many complete frames a one-man operation can build in a year, and make enough money to remain in business and it wasn’t that many.”

The number Wade came up with makes for uncomfortable reading. By his definition, a bespoke bicycle frame builder is someone who “builds using steel joined with either braze or silver solder” and the numbers he reported to the Heritage Craft Association are “at the most 10 professional builders, defined as individuals whose main income is from frame building; 10-25 builders where it is a sideline to a main income, generally people operating out of cycle shops; and finally five to six serious amateurs, people making frames but doing so as a sideline to regular full-time employment.”

Despite this gloomy outlook Wade is confident that there is a future for traditional custom frame making and those frame builders who are prepared to make a business of passing on their skills, albeit a limited one. “Last year,

BEFORE: Frame builds underway at Bicycles by Design...

“WE KNOW THAT HERITAGE CRAFT SKILLS OPERATE LIKE AN ECOSYSTEM; IF WE LOSE ONE PART IT CAN HAVE DEVASTATING CONSEQUENCES ON OTHER PARTS OF THE SYSTEM.”

The market for one-off frame builds is waning, so says the sector

we probably had one of our best years. And that’s because Pete and I took the decision back in 2010 when we decided to get back together and do what we do now, to just focus on very key niche specialist markets. Because we have the skills and experience and that’s essentially what the customer is buying into as well as the product experience.”

A similar point of view is put forward by Ellis Briggs Cycles’ managing director, Paul Gibson, who has been building bespoke frames for 18 years and also teaches the shop’s frame-building courses. “I think it’s healthier than it was when I started. We were thinking of packing it [custom frame building] in completely back then. We were hardly selling any frames at all and the price that we were managing to get then meant the shop was subsidising the frame-building.”

While both Bicycles by Design and Ellis Briggs are proving that there is a market for one-off frame builds and frame-building classes there is an agreement that it is a limited market for both and one that will potentially diminish.

“Most of the people I get on the framebuilding course are usually 50 to 60 years old and are doing it for the experience. Even on the two-week course, which is the advanced one, people doing it are not really planning on following it [frame-building] as a career.

For those who do approach Bicycles by Design with a view to becoming a frame builder after completing a course rather than simply doing it for the expe-

“MOST OF THE PEOPLE I GET ON THE FRAME-BUILDING COURSE ARE USUALLY 50 TO 60 YEARS OLD AND ARE DOING IT FOR THE EXPERIENCE. EVEN ON THE TWO-WEEK COURSE, WHICH IS THE ADVANCED ONE, PEOPLE DOING IT ARE NOT REALLY PLANNING ON FOLLOWING IT [FRAME-BUILDING] AS A CAREER.”

rience Wade has some harsh words of warning ready. “You will need to turn over about £140k a year to earn a £20k wage if you are very lucky, it works out less as you’ll not be working a standard 40-hour week. That’s around 25 bikes a year – two a month. You will need to build complete bikes as that increases your turnover and profit margin – the average price of these bikes will need to be £5,000 to £6,000. In doing that turn over you will need to be VAT registered and you will also probably need an accountant. Even if you are able to make 25 bikes a year for living/minimum wage you will also require a willing and understanding partner/wife/husband to support your passion/lifestyle.”

However, once established it is possible to make a living in the industry as both Wade and Gibson have proven and Gibson is keen to pass his knowledge on and keep the heritage alive “There’s a few of us that are left that as part of the old guard, there’s Mercian and Woodruff and a few others. But you know, there’s just not enough business to warrant taking on a lot of apprentices. I think that’s basically the problem.

“However, I am thinking that I should take on an apprentice. I’m looking to do it the traditional route with a government apprenticeship scheme and send them off to college one day a week to get an understanding of the business side of the job. I can’t do this forever but I want to get the Ellis Briggs business past 100 years of custom frame building.”

...and after: The finished article, from Bicycles by Design

Bicycles by Design frame building course participant Marc Dalebout, who works for a precision engineering company

WISPER

Whilst plenty will still see eBikes as a new(ish) thing in the UK, Wisper Electric Bikes is celebrating its 18th year in business.

With 120 UK stores selling Wisper eBikes, many of which now with 10-plus year partnerships, Wisper is currently looking for new retail partners.

For retailers considering working with a new supplier, due diligence, researching the business and the way it is received in the market, will always be a critical step. Here retailers will find a forward-looking business which prides itself on delivering an exceptional customer service experience. This is most visible through the 900 + Trustpilot reviews, with a 4.7 out of 5 rating. For Wisper, customer service matters. The experience matters. Who the business partners with matters.

With many in the industry just beginning to explore how to sell eBikes to people who don’t call themselves cyclists, the team at Wisper has

a depth of experience introducing eBikes to this audience; a target market of some 60 + million Brits who currently don’t ride bikes. People new to the idea of an eBike as a ‘vehicle’ to get from A to B, exploring this option as a potential car replacement.

Partnerships with organisations such as the Caravan and Camping club have opened retail opportunities with businesses who sell caravans and motor homes – a natural partnership where eBikes are sold as an integral element which enhances the caravan and motor home experience.

As a business, this audience engagement reaches out into a world where traditional sport and recreation focused bike shops have little influence. Cycling as transport and leisure, a space where utility is the key driver for customers, requires a different mindset, with customers expecting a different kind of retail experience, and post purchase service support.

Here is where Wisper makes its play.

Product evolution has seen, as just one example, the 806 folding bike, a model which has over its 10 year run, seen a constant development and evolution, resulting in a 2023 Which Best Buy award. Consumer advice awards don’t come much more influential than from a publication respected and valued by a readership demographic which 100% hits the Wisper target audience.

Across a range of bikes, the brand delivers a variety of options, with hub and mid drive-based motor configurations, with applications using either torque or cadence sensor, as delivers the best ride experience. Wisper is also one of the few in the UK to offer a legal - DVSA approved - throttle equipped eBike. ‘Mobility’ is the name of the game: Making it possible for a more diverse group of people to ride.

Bikes from the new light weight Tailwind and the long range Wayfarer ranges come in low step and regular cross bar options with bikes designed for town and country riding, with the Wisper website providing extensive detail for each bike, including bike weight, and range – based on battery size.

Retailers keen to explore the Wisper range in more detail can contact Wisper National Sale Manager, Jeremy Crook, via 01732 762393, or the head officebased team via info@wisperbikes.com

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Approaching 20 years in the electric bike game, Wisper has more experience in the field than most, including how to introduce eBikes to those who don’t call themselves cyclists….

THE LIFE CYCLE OF A FEMALE CYCLIST: BUILDING A CYCLING CULTURE FOR WOMEN

In her second article tackling the gender gap in cycling, Caz Conneller looks at how communication plays a key role to ‘win hearts and minds’ and help women see cycling as a mode of transport that can truly work for them. And how intervention is needed at various points in a woman’s life to achieve and sustain lasting change.

To meet government targets to make all local trips walked or cycled by 2050, we need a longterm holistic approach – one that tackles infrastructure and access, but that also appeals to the emotions. How as an industry do we collaborate with others to create these messages that

penetrate and lead to lasting change?

I was privy to speeches and discussions with some of the most influential people in Active Travel recently at the All Party Parliamentary Working Group for Cycling and Walking’s (WGCW) summer bike ride, and there were some interesting soundbites.

Former cycling Olympian Chris Boardman, who I cycled alongside (I was glad I was on an electric bike), told attendees: “We are in the business of selling independence”, and when it comes to tackling some of the big issues we face in today’s world, “the NHS, the cost-of-living crisis and the environment, here we are!”

Minister of State for Decarbonisation and Technology Jesse Norman spoke of ‘joy’ and ‘freedom’ and the London Cycling Campaign of ‘fun’. So many positive messages to convey to people to join this vibrant community of walkers, cyclists and wheelers!

But when it comes to women, there are a few other key messages that need to be carefully addressed and explored if we want to convert them to the joy and freedom that a bike or an eBike brings. We need to look at safety, and we need to look at how we change perceptions. Many women believe that cycling is just for leisure/sport /kids/men and will never meet their needs as a bona fide mode of transport. We need a cultural shift.

Bicycles have played a part in the emancipation of women. In the late 1800s, the bicycle allowed many women to travel independently for the very first time. But over the years, the

A cultural shift is required so more women see bikes as a bona fide mode of transport

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image of mountain biking and road cycling and MAMILs (middle-aged men in lycra) took hold. It simply doesn’t occur to many women that the bicycle could be their vehicle as it was for generations past.

Things are different in the Netherlands, of course. In the post-ride talks at the WGCW, Shelley Bontje from the Dutch Cycling Embassy spoke of how Dutch bike culture develops holistically and sustains from generation to generation. It’s normal for parents to carry kids on their bikes when they are little. Those kids then cycle their own bike when they are old enough. Teenagers – and this is the big gap in the chain here in the UK – then cycle as their first key independent mode of transport, and they continue to cycle into adulthood. And the whole ‘cycle’ repeats itself when they have their own children.

It made me realise that intervention is needed at various stages of women’s lives. And if we want to encourage this cycle to evolve here, the message needs to be tailored to resonate with the needs and values of women of all ages.

It’s not just the humble bicycle we have at our disposal now. We have electric bikes, electric cargo bikes and electric trikes which all add value and provide

Ensuring children continue to cycle through teenage years and then beyond is a big gap in the chain, in the UK

practicality for women, who often tripchain, carry children and might not use the regular commuter routes.

Melissa Brunlett, Urban Mobility Advocate and Advisor, has a great rule when it comes to communicating cycling and active travel. She says we must “Think outside our echo chamber” to speak to those who are not already being reached.

How do we reach the 60-year-old woman who thinks bikes are all very well for a pootle on summer’s day, but when it comes to actually going anywhere – to do her errands – she’d much rather jump in the car because that’s what she knows and it’s much easier?

How do we reach the teenage girl who doesn’t think cycling is cool? None of her friends do it and despite a Bikeability course in Year 5, she is still scared of cycling on roads. The social pressure is just too much for her to consider starting?

I have come across great schemes, businesses and grassroots projects recently that are genuinely addressing these questions.

For example, how do we get our message to the single mum with four kids who always drops her children to school in the car as it’s the only way she can get them all to their different schools? She never cycled much growing up and she doesn’t have the head space or budget to think about other options.

Karen Wood, also known as ‘Mrs Balance-bike’, pioneered the use of balance bikes in the UK. Her company makes balance bikes that convert into pedal bikes and can last a child from 18 months to eight years old. She provides the bikes to instructors to support balance-ability in schools and nurseries. Wood tells me how non-cycling parents will often buy their child a heavy bike with a basket about age seven, far too late. It’s difficult to ride and so it gets abandoned in the shed. However, if that child has a chance to try a balance bike around age two,

“BICYCLES HAVE PLAYED A PART IN THE EMANCIPATION OF WOMEN. BUT OVER THE YEARS, THE IMAGE OF MAMILS TOOK HOLD.”

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Women and cycling

their chances of learning to cycle, and then carrying it on to secondary school age, are much higher.

And if we bring balanceability into schools and nurseries on a mass scale so it’s treated similarly to swimming or a ballet lesson, parents can hand over to an expert and their child has a much greater chance of mastering the skills at a young age.

Or how about workshops run by engaging young people that teenagers admire, who inspire them and give them the skills to ride a bike, eBike or scooter safely and, dare I say it, make it cool? A fantastic scheme already doing this for e-scooters is SouthLondon-based Rollsafe, led by Jerome Sewell. Rollsafe visits local community centres to hold workshops that show kids how to use an e-scooter safely.

Another is Kent-based VeloBuild, led by Matthew Witt. They go into schools to teach children how to build their own bikes and how to ride them. Then the kids get to keep the bike!

Witt told me: “Girls seem to take to Velobuild very naturally. We’d found that one in four girls who have taken part in Velobuild, and who live within a cycleable distance, now use their bike

to travel to their place of learning.”

Meanwhile, She Cycles, supported by Sustrans, is a great scheme in Scotland that encourages teenage girls to cycle in their everyday lives with a social media campaign and real-life meetups.

cycle easily and still stay fit and healthy. Our campaign aims to tell these stories, show these benefits to encourage and inspire other women in this age group to have a go and reap the rewards.

And if we look at the older generation, who may need to give up their cars at some point, and we communicate the bike, eBike or e-trike as a way for them to retain their independence and social life, could we make this a natural progression for retirees over time?

A big focus for our She’s Electric campaign is to help women with young children and show them how they can get children on their bikes safely and how electric bikes make cycling with children easier. We’ve also identified that women aged 50-plus are a key group that has a strong uptake in e-cycling, as they value how they can

“VELOBUILD GOES INTO SCHOOLS TO TEACH CHILDREN HOW TO BUILD THEIR OWN BIKE AND HOW TO RIDE THEM. THEN THE KIDS GET TO KEEP THE BIKE!”

“How do we get our message to the single mum with four kids who always drops her children to different schools in the car as it’s the only way she can get them there?”

Photo credit: Karen Wood from KidVelo. Kidvelo.co.uk

Photo credit: Dutch Cycling Embassy

The key factor in communicating effectively is showing the value. Why should this matter to me? Why should I care? Why does it make my life better? And once that message has resonated, it’s about giving people the opportunity to try.

A fantastic campaign that had value coming out of its ears was Cycling UK’s Cycling Made E-asier. First up, it’s a great name that completely spells out the value. Riding an e-bikes is E-asier. Don’t worry about getting hot and sweaty. Don’t worry about it feeling too tough. Don’t worry about not being able to keep up. All these barriers are removed. And the value just keeps getting better: you get an eBike on loan for FREE.

Sarah Mitchell, chief executive at Cycling UK said: “We’re delighted that, since launching last year, Making Cycling E-asier has seen strong participation from beneficiaries of all backgrounds, including ethnic minority groups, people from deprived areas and women.

“Just recently we heard from Jo, a retired NHS senior manager in her 60s, who went on to purchase her own ecycle following the support and guidance she received through Making Cycling E-asier. The extra boost gives Jo the confidence to pedal instead of drive for short everyday journeys, and she

often does an extra loop as she finds riding such a joy.

“Funded by Department for Transport, the scheme offers communities based in Manchester, Sheffield, Leicester and Luton & Dunstable free skills and confidence sessions, and free one-month loans, and is delivered in selected workplaces, Evans Cycles stores and community hubs, such as Khizra Mosque in Manchester.”

These types of schemes are great

Caz Conneller is spearheading a campaign called ‘She’s Electric’ to help more women embrace and enjoy eBikes and eCargo bikes. See full details over at Cyclechic.co.uk and message caz@cyclechic.co.uk to get involved or contact her on LinkedIn: Caz Conneller (nee

right brands and services to the right people. But we need to link them up with the bigger picture when it comes to policy, while investing in effective communication on a national scale.

For example, the recent changes to the Highway Code were a missed opportunity for effective messaging. Apparently, £2.2 million was assigned to the communication of these changes, the main one being that vulnerable road users now have priority at junctions. All I saw were a few lacklustre infographics online. Government figures identified by Sean Meager’s article in Cycling Electric revealed 36% of people surveyed knew ‘hardly anything’ about the highway code changes.

Surely a PR campaign rich with images and videos of girls and women cycling, walking and wheeling with confidence to nursery or school while cars gave way, emphasising communication and harmony between road users, would have been much more effective.

There was no demonstration that this change in policy would make the road a safer place for you because you would have priority over vehicles. And crucially, there was very little communication to drivers too. But it could have been a great opportunity to educate, inspire and change perceptions if we’d have brought it to life.

opportunities for the industry and the public and third sectors to work together to deliver projects that drive change, expand the market and promote the

Ultimately, if we can achieve cultural shifts in smoking and wearing seatbelts, we can do the same for cycling. But first we need to listen to what women need and then cultivate messages and opportunities that meet their needs along their full cycling lifecycle.

www.cyclechic.co.uk

“IF WE CAN ACHIEVE CULTURAL SHIFTS IN SMOKING AND WEARING SEATBELTS, WE CAN DO THE SAME FOR CYCLING. BUT FIRST WE NEED TO LISTEN TO WHAT WOMEN NEED.”

Nicklin)

If the older generation need to give up their cars at some point, we could communicate the bike, eBike or e-trike as a way for them to retain their independence and social life

Photo credit: Dutch Cycling Embassy

OXFORD’S STEEP TRAJECTORY

Oxford Products has – in a relatively short space of time – become one of the cycle industry’s core suppliers to the independent retail channel. Despite that, the business believes it still has a lot of catching up to do in the cycle market. CI.N speaks with Marketing Director Henry Rivers-Fletcher about Oxford’s 50th year in business and recording its strongest month of trading yet…

5

0 years is no small milestone and Oxford Products has plenty of reasons to celebrate, which we’ll come to shortly. Despite five decades of trading, Oxford Products is a selfconfessed new kid on the block in the cycle industry, unveiling its first products for the market (locks) in the 1990s, a far cry from the 8,000-plus product range it offers to bike shops today.

But despite being new(ish), Oxford has established itself as a major supplier for this industry and its independent retail network – we’ve got the statistics to prove it too, take a look at our latest Cycle Market Data to see how important the business is as a supplier.

“Oxford Products is a little insulated from the worst of the ups and downs of the industry,” says Henry Rivers-Fletcher. “Still being the new kids on the block in the cycle world, we have a lot of catching up to do. As a result, we’re on quite a steep trajectory and, apart from a slight lull at the start of the year, we’ve been growing strongly.

“And, of course, we get weather every year in the UK – all four seasons of it. But with 8,000 cycle products to choose from, there’s always something which we can sell!”

Back in 1972, Oxford Products was first set up to cater to the motorcycle market. When founder (and Chairman) Alec Hammond came across a much needed range of top boxes and luggage that was struggling to make its way into motorcycle dealers, he took some samples to retailers who were soon clamouring to get hold of them. Serving two markets gives Oxford a broader view than most, so how is it going in the firm’s other sector?

“Our motorcycle business had a similarly sluggish start to the year, probably thanks to all the doom and gloom in the news,” he tells CyclingIndustry.News. “But when people realised – as they always do eventually – that the headlines are just that and things aren’t half as bad as they make out, we started breaking records again. May was our company’s biggest ever month of trading and June looks like it will also break records.”

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Oxford’s product ranges have broadened considerably since its first locks came onto the market in the ‘90s

PRO RIDER GOES NORTH FOR OXFORD

Former pro rider Kian Emadi-Coffin is one of Oxford’s latest recruits, joining as part of the business’ IBD support team. Covering Oxford Products’ northern patch, the new Area Sales Manager

Emadi-Coffin has represented Great Britain and England at international level and is a three-time British National Track Champion.

The role with be Emadi-Coffin’s first ‘regular’ job having only recently retired from a long career in pro cycling, giving him chance to work with the industry that has supported him on the track.

Dealers can reach him on: 07391 407183

or on email at: Kian@oxprod.com

Ireland and innovation

Oxford Products has not been shy to invest in its business and some of the latest recipients of its cash has been to bolster its business over the Irish Sea, primarily to back its Irish dealers. Rivers Fletcher explains the move: “Our decision to roll our sleeves up and give our distributors in Ireland some hands-on assistance to grow our brands was prompted by the success we are enjoying in the UK, where we already have an IBD team spreading the good word.

“Put simply, we wanted to replicate our formula for success; this requires investment in our bespoke retail solutions and to do that, we need boots on the ground and great relationships to develop.”

Post-Brexit, serving the UK and Ireland means servicing markets in two different trading blocs, with all the added complication and documentation that entails. Was that part of the reason for the investment boost in its Irish business?

“If anything, Brexit makes it more difficult to deliver this formula, but we know it is the only way to ensure our brands get the real estate they need to flourish and become dominant in the market.”

Another target for Oxford Products’ cash has been its R&D efforts, recently ploughing a sizeable chunk of money into the department at its Oxfordshire HQ.

“‘Products’ are (literally) in our name and

innovating products which make life on bikes better is in our DNA. We have always been passionate about our products, obsessed with solving everyday two-wheel problems and delivering that product which nobody wants to be without.

“In the last year, we have invested £2m in R&D to create a dedicated Design, Research & Development Centre where our teams have access to the latest tools and technologies to accelerate our product development.”

Having the right team in place is crucial to making the most of that innovation investment, he adds: “The real value lies in the 45 or so talented designers, engineers, technologists and product planners who share the obsession to make our product range indispensable to our dealers and distributors around the world.”

As the company plots to further grow its share of the cycle market, it also has the no small matter of marking its big anniversary. Rivers-Fletcher says: “50 years young feels great – but I can remember our 25th and I’m a bit worried because it doesn’t seem so long ago! We’ve made sure to be celebrating all year, with lots of special events, sponsorships, 50th anniversary products, logos and colours schemes splashed all over the business… and one more big summer party yet to come!”

www.oxfordproducts.com

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FULL STRETCH

With more brands utilising the technology of Elastic Interface, CI.N quizzes Irene Lucarelli, Elastic Interface Marketing and CSR Specialist, on the brand’s data approach to chamois technology and its sustainability credentials…

British outdoor brand Rab has just launched its first-ever collection for adventure biking. The apparel specialist notes that the new Cinder range: “Builds on more than 40 years of expertise crafting clothing and equipment to protect against the most adverse weather conditions, providing performance and comfort for all mountain pursuits.”

With the new Cinder Bibs, Cargo and Liner Shorts using the Elastic Interface gravel-specific chamois, we took the opportunity to explore how Elastic Interface selects the material suppliers it works with, and the standards they set.

We start by asking about the story behind Elastic Interface selecting certified fabrics:

It has been our modus operandi since the very beginning. Certifications are guarantees of quality, and the purpose of Elastic Interface has always been giving the best (and the safest) product to the cyclist. It was a no-brainer choice, then, to ask for certified materials.

The next step was the finished product: what if we certified the final product –therefore our production process too?

From 2017, then, we require certified materials, but we also get our final product certified.

What impact does this has for the company in terms of sustainability goals and environmental impact?

Sustainability reporting is evolving and is getting more and more “data-based”. This is a great thing, as the only way of demonstrating progress is through data.

Defining sustainability parameters has not been easy, but certifications help a lot: We just need to learn to read them from a different angle.

Having products or the company itself certified means that we are already in the right mind set of defining, finding, selecting and collecting data. It is also important that our own suppliers work with the same mindset. This will speed up the process of collecting data and measuring our impact.

Furthermore, we work on a 3R approach, where the word “reduce” is the most important one. No presence of harmful substances on our finished product not only means a safe product for the end user, but it also means that those

The 3Rs – Reduce, Reuse, Recycle – and the greatest of these is reduce, says Elastic Interface

“CERTIFICATIONS ARE GUARANTEES OF QUALITY, AND THE PURPOSE OF ELASTIC INTERFACE HAS ALWAYS BEEN GIVING THE BEST (AND THE SAFEST) PRODUCT TO THE CYCLIST.”

•

•

•

•

Elastic Interface

and it is also to our commercial advantage. We have our final products certified and we also selected more voluntary testing to ensure the safest product for the end user.

What does the Elastic Interface mindset you outline above mean for retailers, in terms of product and swing tag education? This is a point we are starting to work on. Awareness of our product is growing, but we would like to talk more with retailers, so they know more about the chamois world. As we always say, it might seem a “simple” product, but it is really the most important “detail” of the bib short.

And the impact these fabrics have for riders?

substances we tested the product for did not dissolve in the environment.

How does this influence partners selecting to work with Elastic Interface, a commercial advantage you deliver?

Here we can answer this question with another question: Would you – as an end consumer – ever buy a product that can’t guarantee you 100% safety, especially considering that chamois go in direct contact with skin? We guess we all know the answer.

Most of the times, we take this point for granted.

For us, we do not take this for granted,

ZERO-WASTE CONSTRUCTION

“As far as paddings are concerned the process took longer. Research here is more difficult and, as per our traditional modus operandi, we only add a new material to our range once we are sure that it meets the strict standard we defined with our know-how. For this reason, we chose not to use recycled foams – the first options available did not provide enough support to the cyclist – but we optimised the production planning instead. Then, last year we were able to develop a first foam that is 65% bio-based. One further step, even more technologic, is the EIT N3X technology we presented at Eurobike. This is the first 3D-printed insert made with the deposit of filament. This way, we are able to print only what we need, where we need it and in the ‘density’ we want. Translated, it’s a zerowaste construction.”

As before: Would you – as an end consumer – ever buy a product that can’t guarantee you 100% safety, especially considering that chamois go in direct contact with your skin?’

In this course of this conversation, it’s easy to see why Rab, and many others in the industry, have come to rely upon a technical partnership with Elastic Interface. Equally so that customers have come to know the Italian business’ logo as a mark to look for when making decisions about which brand of bibshorts they chose to spend their money on, signifying quality, comfort, and sustainability; a sign of expertise at the highest level.

www.elasticinterface.com

Exploring the subject in more detail, Irene Lucarelli, Elastic Interface Marketing and CSR Specialist, explains about the foams used in the brand’s padding:

Elastic Interface N3X Technology uses 3D printing for tailor-made protection

Data is used as the basis for fit and sustainability reporting

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BICYCLE IDENTIFICATION NUMBER: HOW THE INDUSTRY CAN UNITE AGAINST BIKE THEFT

The days of believing that cycle crime is a challenge solely facing police forces are long gone. It’s imperative that the industry is also tackling bike theft in terms of consumer confidence –particularly with high ticket cycle products like eBikes. And it’s also essential that the industry is seen to be uniting to tackle bike theft, as the automotive sector does. Enter the Bicycle Identification Number (BIN) initiative, mirroring the motor sector’s VIN. Gosia Adamska interviews

Could you describe what BIN – Bicycle Identification Number – is?

A few years ago, we developed a piece of software for bicycle service operations called Ready.Bike. As this project has evolved, we wanted to gain more information and be able to identify bikes that are on the market. We wanted to start working very closely with bikes and parts manufacturers and to be able to give them a unique number for every bike they produce worldwide. This is how the idea of BIN was born. BIN (Bike Identification Number) is an algorithm that makes series of unique numbers and letters which are coding the parameters of each bike produced. This is similar to VIN (Vehicle Identification Number). It would tell you by which company and where the bike and its parts were made, what bike

category it is, frame size, wheels size, how long the frame or other parts were, when the bike was built and the bikes service history. All this information you’d be able to read back from BIN.

I understood that these unique numbers are imprinted on bikes. Is there any software to log those bikes, or their parts into? Do you do it at the bike store or maybe that is done by manufacturer? How does BIN work?

The logic behind BIN is to apply the identification number at the earliest possible opportunity, so producers who would have access to our software will generate packs of these numbers at production level. They’d have to send it to us to instantly receive BIN back. BIN classifies the bicycle.

“THE LOGIC BEHIND BIN IS TO APPLY THE IDENTIFICATION NUMBER AT THE EARLIEST POSSIBLE OPPORTUNITY, SO PRODUCERS WHO WOULD HAVE ACCESS TO OUR SOFTWARE WILL GENERATE PACKS OF THESE NUMBERS AT PRODUCTION LEVEL.”

BIN founder Daniel Kurpisz

Dealing in stolen bikes would become more difficult with BIN, says the founder

Can we say BIN is like a product code? Yes, in the way. The algorithm is coding all information about the bike in letters and numbers, which you can later decode. The number is protected against counterfeiting, by an additional hidden special number which means the BIN is impossible to imitate.

Does this mean that BIN would also help when the bicycle was stolen? Is BIN connected to the police system? How would this work globally? Manufacturers would hold all information about the bike. BIN would be the main number, but they can put additional numbers on their bikes if they wish. At the moment there are plenty of brands that offer a number that you can apply onto the bicycle frame to identify it easier in case of theft, but that’s only a frame number and not a bicycle number, that is applied after the bicycle was purchased. BIN is a whole bicycle number, and it is unique.

How would the police be informed about the bike theft? Do you already work with the police on that?

As BIN, we are a number, algorithm, so we belong to no one, but belong to everyone. Everyone can check via additional specific permissions for manufacturers. Companies that would need to gain and check this number can get access to it from us, so we can also tell who was checking it, when and for what reason.

Can the individual bicycle user, that has a bike with BIN assigned, check its information too?

Yes, if an individual bike user would like to check the history of the bike, they can use bikeidnumber.org by typing the number of the bike, or number of its part. If the bike was registered with us the user can check all the information here, similar as you would do to check a car, via VIN.

BIN’s potential extends beyond anti-theft, into traceability and even recording service history

Our algorithm means we could go up to around 600 milion bikes per year with BIN and no same number will be given for 56 years. BIN is always unique. All other numbers are assigned under this number, i.e., parts numbers. Producers can mark all parts and it depends on them how detailed they want to be with identification. That hidden evidence of the bike can help with sales, and would make identification process by police easier, even when the bike is pulled apart.

Can I check this way if the bicycle was stolen?

If there evidence made about that bike, then yes. For example, let’s say you wanted to buy a bike that was serviced using existing servicing software such as Ready.Bike owned by us. The software is for recording information every time there was work done on the bicycle. Our system uses BIN already so a potential buyer of a secondhand bicycle could get all information about the service history, like MOT for cars in UK, and if the bicycle was recorded as stolen too. It is to create the real, true history of each bicycle.

What are the cons of using BIN for bicycle manufacturers and bicycle brands?

Bicycle manufacturers as well as bicycle brands, would get most benefits from using BIN. BIN can be used at the beginning of bicycle production. This can be supported by other tagging systems like RFID or barcodes which would send additional information to BIN about production process. What’s most important for bike producers is that they would get info about each of their tagged products from the market. At this moment they do receive information about their products until quite late, very often after season. BIN would give them real-time information about warranties, about what is happening to their product, about regular servicing and more for each specific bicycle. That would help plan the production process, quantities etc, faster and with less mistakes for the next year. They can also directly contact the individual

“AS BIN, WE ARE A NUMBER, ALGORITHM, SO WE BELONG TO NO ONE, BUT BELONG TO EVERYONE.”

Daniel Kurpisz I Bicycle Identification Number

customers if they discover faults in their product and inform the user about it. On top of that, statistics based on information from BIN will be very detailed.

You mentioned RFID… There is technology behind BIN, which would help to identify each bicycle. We have done lots of research and testing how the number can be applied onto bicycle frame, without placing any plate, or anything that might damage structure of the frame. You can get different identification numbers that you can apply after the bike was produced and sold. This number is not controlled, manufacturers or brands might not know that their bike was tagged, and that number would be not globally unique. We are using two types of technology - RFID tagging – radio frequency identification – to read the BIN number as well as NFC method which is used, for example, to pay by phone at the store. We are using two tags – main tag for

manufacturers, police and NFC tag added to the top of the frame for customers to scan it with their phones. The only problem we had when we wanted to apply RFID for bikes was that tag that you could put inside the oven for long time of exposure, in high temperature, which could be applied to the metal, that could be painted over, that would be super thin and elastic as the structure of the frame is curvy, had not existed.

We invented our own tag and are at the stage of successful laboratory testing. Our tag can survive temperatures of 220C in 2 hours exposure, where normal average time for frame baking is 20min. Tag can be covered with lacquer, which means it would be even more difficult to be removed. It is 0.5mm thin. Thanks to that, the RFID tag can be applied in the very early stages of production before the frame is painted. We have our first tagging done in EcoBike, which is manufacturer of eBikes based in Poland.

VIN’s impact on the automotive industry has been huge. Can the cycling industry unite behind similar tech like BIN?

Even when stolen bikes are broken up to sell, BIN can help identify pilfered parts

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So BIN is already being used?

Yes, we started to sell our product. We showcased it at Eurobike last year, where we got third place.

We are now finishing installation of the RFID system at EcoBike factory. We tested it already, so we are sure all processes work well, and that everything is monitored. EcoBike produces roughly 40,000 bikes per year. It has two production lines, a few pre-production lines, so there is lots of happening at their factory, and we will be monitoring all of it. EcoBike’s target is to make quality of their bikes better, more efficient production line, to save time, to gain information about whole production process, without engaging their employees in additional works such as product scanning, which will be now automatic.

So BIN could help bike factories in the future to analyse their processes, be more effective and boost planning?

Yes, and they will be able to do it anytime, and in real time. What’s most important, there will be additional tag attached to the packing box which will speed up scanning in the warehouses. Normally with barcodes – if employees have 40,000 SKUs to scan it would take few days to do it, with RFID tags as little as one or two hours.

Where do you see BIN heading? What are your goals?

The target is that manufacturers, cycling organisations and local authorities learn about BIN and our project, via our marketing campaigns and direct contact. Our

dream is BIN will be mandatory in every country. We would like to be run by a nonprofit organisation to create a community between manufacturers and organisations, to make a secured environment for BIN, which will not depend on any manufacturer or other businesses, similar to VIN. We would like to legalise BIN as the main number for bicycle identification globally.

Commercially our aim is to bring RFID to factories, to promote Ready.Bike – bicycle service operational system. We are aware there is still plenty of work to develop it fully and to perfect the product. We just started the second part of our research works to reduce cost of tag installation as our aim is to go under 1 Euro. We would like to do it through inventing dual tag which would be one tag that includes both RFID and NFC technologies.

It is a very young product, we have lots of sleepless nights ahead of us. From the idea to realisation, it would be roughly two year of intense work. We also must gain more investment to be able to continue to develop BIN.

www.bikeidnumber.org

Words by Gosia Adamska @Which Interiors whichinteriors.com

Daniel Kurpisz I Bicycle Identification Number

RFID and NFC tags can be used to process BIN marking, fast

“COMMERCIALLY

OUR AIM IS TO BRING RFID TO FACTORIES, TO PROMOTE READY.BIKE – BICYCLE SERVICE OPERATIONAL SYSTEM.”

BIN will detail a bike’s history, making it harder for criminals to sell on

MADE IN BRITAIN MiRiDER OUTLINES GROWTH PLAN

MiRiDER exhibited at the 2023 edition of Eurobike, and for the Wigan based business this was about more than simply showing bikes; the business was keen to offer a glimpse of the future and make a statement.

Doubling the size of its 2022 stand saw the brand using sustainable wood for its display stands and plinths, which had been designed at MiRiDER HQ. With inset back lighting the display, this gave the stand a premium feel, something the team tell us is in keeping with future developments from the business.

On the stand, visitors saw the current MiRiDER One and award winning MiRiDER GB3, displayed in their latest colour variations, include Acid Green, and the much-requested Eclipse Red option. Complementing the bikes on display, a range of MiRiDER accessories designed to ensure owners are able to maximise use of their bikes.

Front and centre on the stand, with ‘Unfolding 2024’ cut from the box, was a teased glimpse of the next generation MiRiDER. Whilst full details are some way off, the design, production, materials employed and versatility will make this fully UK engineered folding eBike one to keep eyes out for. One thing we do know for certain, the new bike will come equipped with the G3ARED gearbox with a Gates Drive system – a configuration which will have strong appeal for the sizeable ‘cycling as transport’ focused European market. Here

the brand is actively seeking European distribution partners.

On the subject of new models, MiRiDER also revealed a brand new 24” eBike featuring a folding stem. The new Twenty Four model has a clear family resemblance, has been created as a comfortable leisure bike, and is introduced into the line-up with the specific aim of further enhancing and diversifying the model range. Rolling on 24x2.4” comfort tyres, coupled with the G3ARED 3 speed gearbox and Gates Belt drive and weighing in at circa 21kg including a 10.5ah removable battery, hydraulic brakes and industry standard mounting points for front and rear for pannier racks. We’re told the bike will be available Q4 2023 / Q1 2024 in a choice of 3 matte metallic colours with 5 power assistance modes, plus boost.

Sharing the exhibition space with MiRiDER was G3ARED, a sister company to MiRiDER, based at the same facility in Wigan. G3ARED produces a unique 3 speed bicycle gearbox. Designed and developed to equip almost any rear hub motor eBike, it provides 3 perfectly spaced gears, doing away with the need for a rear derailleur. Whilst the G3ARED is compatible with chain-drive, it, most importantly, allows

belt-drive the freedom of gears.

Speaking with Martin Higginson, he is keen to reflect upon the growth of the MiRiDER brand, highlighting that the Wigan-based business is doing well in a tough market, and is continuing to develop and invest. To demonstrate the point, the brand has seen Gates Carbon Belt Drive developed for MiRiDER GB3 models, the G3ARED business introduce its unique 3 speed gearbox - developed to work with the majority of rear wheel motor based eBikes – and the introduction of the MiRiDER Twenty Four, scheduled for later in the year. All this in the past 12 months.

One thing above all else clearly demonstrates just how significant this past year has been for the brand: the recently granted 'Made in Britain' certification, which Martin proudly points out. “…shows we are a true UK manufacturer, and not merely an importer of slightly disassembled bikes.”

Closing out our conversation Martin points out the brand is keen to build new UK retailer partnerships, and encourages retailer to get in touch with Matt Higginson and the team via matt@mirider.co.uk or hello@g3ared.com www.mirider.co.uk

Belting: MiRiDER is to use a Gates Drive system for its fully UK-engineered folding eBike

Double the space: MiRiDER took up twice the area of its 2022 Eurobike show stand this year

CANYON’S REVENUE OPPORTUNITY FOR RETAIL

Seemingly unthinkable even a few years ago, the conversation is beginning to open up between D2C brand Canyon and bike retailers, with a new opportunity for shops in the ever evolving route to market…

Over the past three years we’ve witnessed a significant shift in how business is done by many bike brands. Some have chosen to amplify their Click-n-Collect offering, whilst others have openly launched Direct-to-Customer (D2C) services. This hybrid businesses model has caused many traditional retailers, across the IBD network, to question the nature of their business relationship with bike brands they work with.

It’s with this in mind that CI.N took the opportunity to sit down with Nick Allen, Canyon UK Country Manager, exploring how the OG of D2C bike brands has come to partner with forward looking IBDs, launching the Canyon UK Affiliate Service Provider (ASP) programme.

We started by asked Nick to give some background to the Canyon ASP programme. In recent years there’s been a changing mindset with dealers. In my first six months at Canyon – which is nine years ago this year – we talked about how we

could develop some kind of service project. At the time we were seen by the traditional retail network as a major disruptor to the industry – so you didn’t have too many bike shops receptive to the D2C conversation.

But the landscape has changed. Margins on bikes through the normal dealer network are being reduced and if bike shops aren’t feeling so much support, their allegiance starts to change a little bit, and they’re saying, ‘well, hey, listen, if we’re going to get burnt here, then we need to explore different revenue opportunities’ and I think that’s where the main mindset shift came from. Alongside that D2C model is more common now – it paved the way for more convenience for consumers, which progressive bike shops understand – and that’s what the ASP programme offers.

Above all the Canyon ASP programme represents a partnership opportunity and a new revenue opportunity, and that’s how we’ve presented ourselves.

Above: Canyon demo events draw a crowd be they MTB, Gravel, Road, or Commuter- focused

“THE CANYON ASP PROGRAMME REPRESENTS A PARTNERSHIP OPPORTUNITY AND A NEW REVENUE OPPORTUNITY, AND THAT’S HOW WE’VE PRESENTED OURSELVES.”

What does the ASP network currently look like, and what are your goals for the future?

We started the ASP programme 18 months ago, have 24 ASP so far, and plan to have coverage across the UK. We’ll continue to expand in the UK through this year and as we keep finding brilliant, brilliant people, then we’ll keep adding them. Our focus will always be quality over quantity as this initiative develops though.

As a brand, what are you looking for when partnering with shops?

Setting the scene, we pride ourselves on being the best level customer service in the industry, delivered from our Chessington HQ. We’ve got the best mechanics. We’ve got Mike Rawson, who was a GB team mechanic for a number of years. He leads the team over there. So traditionally we do our warranty work out there, but we’ve never really focused too much on bike servicing because, for a D2C business, that has a geographical (and logistical) challenge, right?

With the ASP programme we’re super selective of the people and shops that we want to partner with. Our ASP partners must have the right environment, the same goals, objectives and desires – being the best at what they do – because that’s what our brand stands for.

Essentially, we’re handing our brand, and a vital element of the Canyon customer experience, over to our ASP partners, enabling IBDs to become the local, customer facing, representatives of the Canyon brand. They’re our custodians.

To be clear, the ASP programme is about us being customer obsessed. It’s about us delivering the best possible service level, to Canyon riders, in partnership with IBDs. What it isn’t about is Canyon making revenue from ASP networks. This is about us being customer obsessed. It’s about us delivering the best possible service level in partnership with bike shops.

How have IBDs responded to the opportunity?

So far, it’s working really, really, well. I’ve been surprised how receptive the shops now are to working with us. I think they see a different opportunity now than they saw maybe four or five years ago, or even from when Canyon first entered the market. So that’s exciting.

Just on your point about the change in business landscape, it’s interesting because there’ve been quite a few bike shops that I used to visit 10/15 years ago who were approaching me. Obviously, I’ve maintained relationships, friendships with some of these people, and they were coming to me, enquiring about the ASP programme.

What does the process look like at the moment? How are you currently supporting the shops that have signed up to become Canyon UK ASP?

We started with an open day in January, for our first round of dealers; 15 bicycle shops. We wanted to invite people to come down, to see the HQ, meet the team, and get an insight to Canyon.

What blew me away was the enthusiasm and the passion to want to work with us. It was and incredible experience for everyone involved. The people who attended where super, super receptive. As Canyon UK, we just wanted to learn from the experience. I’d wanted to take the opportunity to understand how the process works now and could work in the future.

At the moment its very much account managed by us. We have set out to make this a very connected process, consciously avoiding the, ‘drop an e-mail and wait for a part to arrive’ approach – that’s no relationship. That’s not partnership. That’s just sending out a bearing and then leaving you to do it on your own.

At present we’ve at least two people

“WE

PRIDE OURSELVES ON BEING THE BEST LEVEL CUSTOMER SERVICE IN THE INDUSTRY, DELIVERED FROM OUR CANYON CHESSINGTON HQ”

Canyon takes pride in sharing the ride with its customers

Customer Experience matters. Brand standards are matched by the ASP network

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INTERVIEW Canyon

within our customer service team readily available, so that when an ASP calls us, we can manage the enquiry or service support request promptly and properly. I wanted us to be really, really connected and speaking regularly, offering training, checking in once a month. ‘Hey, how are you getting on?’, informing people of things that we’ve seen at HQ, asking if they’re seeing the same things when servicing bikes and speaking with customers.

What we’ve rolled out is just the start. It’s evolving all the time. There’s new in development and it’s taking it to the next level as we start to add more people.

Will the support continue to develop in future?

We have a portal which is being built. The goal is a distributor style trade platform where our ASPs can just go on, order your parts, and receive an automatic order / request number. All of the data is going to come from our product codes, through our Canyon app, because on the digital side of this literally underpins the intelligence behind our business.

All of these developments mean that, via the website, the consumer is able to pick where their local ASP is.

The customer portal means retailers are always to be able to go through the garage and see which bikes, and which parts are available for that bike / those bikes

We see this making it easier for ASPs when that comes around in the next year or so. That said, doing business with people, both our ASP partners and our customers, will always be top of our priority list. I’m a firm believer that still has to be managed by us. It still has to be managed to buy people. There still needs to be someone who’s engaged because I want us to be proactive with this service. I don’t want it just to be a here’s your login details crack on and away you go because I think our industry, being passion based, can’t solely be served via a self-service FAQ list or fact sheet.

Workshop standards ensure customers are happy. A blend of customer experience and mechanical skills is essential

The ASP is then able to see selected details about the customer’s order history using their frame number.

We’ve gotten very good at enabling people to self-serve, providing automated access to information via our website, which, when customers are able to answer their own questions, does reduces the demands on our customer service team, just as Apple, Amazon and eBay do. The challenge: You run the risk of never speaking to a person. So we want that layer, first line self-service, followed by second and third level support – which is where the ASP programme comes into place.

With the portal, parts and product information will be available to the ASP, who’ll be able to log on to their own accounts, see all the parts that are specific to the bike that they’re trying to find, based on a frame number. This way, they can just order parts themselves, direct from Germany.

At the moment the ASPs are ordering through us, and then we manage them as an account, which, for now, works brilliantly. It’s a nice way to step into that relationship. Once they have that tool, the vision is that the customer can go on to their own app and that they can also check their own bike and they look, they can look for any parts and accessories.

In a single sentence, can you outline the opportunity becoming a Canyon ASP represents for forward-looking independent bike shop?

A new way to engage customers, to attract customers, to increase your workshop revenue, and deepen local cyclist relationships with your store.

For IBDs looking to discuss the Canyon ASP programme in more detail, David Corrigan can be reached via DCorrigan@canyon.com

www.canyon.com

“DOING BUSINESS WITH PEOPLE, BOTH OUR ASP PARTNERS AND OUR CUSTOMERS, WILL ALWAYS BE TOP OF OUR PRIORITY LIST.”

Talking bike is what we’re about. It’s a passion our ASP share with our customers

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“MAKE SURE YOU’RE ASKING THE RIGHT QUESTIONS”

After an engineering career covering different industries, and a stellar stint as Technical Director at Zipp, Josh Poertner grabbed the opportunity to buy the – at the time – troubled Italian brand Silca in 2014. Since then, Poertner and his team have combined Silca’s heritage with technical innovation, creating some eye-catching and exceedingly popular products, as well as his less heard about but at the cuttingedge, Aeromind. CyclingIndustry.News quizzes Poertner on picking up Silca, the state of the industry and how cycling businesses need to make sure they’re asking the right questions…

We open our chat with Josh Poertner, one of the industry’s best known engineering minds, with a question about Eurobike, which Silca did not exhibit at this year, opting to spend out on visiting its international distributors individually instead.

“It makes sense to have more consumer days,” Poertner tells CyclingIndustry.News. “Certainly the trade shows in the US have gone predominantly consumer. And I would say for us, they’re far more valuable because nobody talks to the consumer like the brand.

“I can completely see what Eurobike is doing and I think it makes a ton of sense for the German market, but I think it definitely makes it a little bit less valuable internationally than it was before. With those big consumers days, nothing gets done. You’re not having a high quality sit down with anybody in the midst of that chaos.”

Then talk turned to Silca…

From an outsider looking in, it seems like your company’s super focused on creating innovative products and that philos-

ophy seems to be almost baked into the brand – I think it was one of the first companies to put gauges on pumps? Do you think that’s fair to say innovation is intrinsic to Silca?

Yeah, hopefully. The company in its beginning was very innovative. And by the time I got hold of the brand that was gone and for a long time, I think. The founder of the company was an aerospace engineer, Felice Sacchi, and Silca was doing really innovative stuff. He was one of the first working in celluloid, before plastic existed. And so that’s where all those lightweight and frame pumps came from. They cornered the market back in the day because they were so light in a period where everything else was using steel. It was extremely innovative and then he passed.

Pre-World War Two, Silca was making celluloid products for brands like Ducati and Piaggio and all the motorcycle companies. At one point every Fiat had a Silca pump in the car. In World War Two, Mussolini nationalised Silca. We don’t really know much about that period of time other than the factory was levelled by allied bombing. Then when the company came back, there was no

money for cars and motorcycles so bicycles were the primary business.

Then you get to the ‘60s, when Silca launched the Pista pump. And the next big innovation was 1989, the Superpista pump, which was a taller piston with a bigger handle... From then to when they were really struggling there was not a whole lot else. They lost their export advantage when the Lira changed into the Euro and there was a lot of stuff like that happening.

But I really saw a vision for it. My background is extremely technical and I really saw an opportunity to blend this heritage quality, classic, old-world brand that was innovative way back in the day. And to rebuild that ethos and quality and really merge that with the tech that I love so much. So that’s kind of baked into me.

I had 15 years with Zipp making – and this always gets construed wrong when I say it – but these were basically disposable products, right? The whole point of race wheel development is to develop wheels that are faster than last year’s wheels, right? I mean, you’re endlessly obsoleting yourself and trying to make the next lighter, better, whatever, faster thing. And you know, that’s super fun for

years. And then, you know, it gets less fun and you think, gosh, you would see stuff I had done 10 years prior and think, that needs to be in a landfill and think, Oh, God, that’s terrible. Everything I’ve ever made is in a landfill somewhere.

So being able to pick up a brand like Silca really flipped that on its head. I can do all the tech stuff I want and really bring some innovation and technology, but also keep this ethos of wanting it to live forever. Or as long as possible. I think some of that is from our marketing department but I also think some of that is legitimate. I think we’ve done a pretty good job.

When you’re looking at developing new ranges, do you try and focus on particular sectors that are doing well at the time, say the gravel scene? Or is it sort of a bit more organic than that and your R&D team looking at different areas all the time?

The almost untold story of modern Silca is how we bought the brand. When I left Zipp SRAM we had to start a company to go to Italy and buy the brand. The company was in bankruptcy and the govern-

ment was taking all the assets. So the only thing to buy was literally the trademark.

So, we formed a company here in the States, called Aeromind, that we then went to Italy and bought the Silca trademark and started operating as Silca.

Pretty quickly, with me leaving Zipp, everybody and their brother wanted designs for aerofoils, or frames, or handlebars, or wheels.

And in the early years, I had no desire to do that. I had a company to build from scratch. Day one we had a piece of paper with a trademark on it, a blank laptop and it was a case of: “I’ve got a lot of work to do, and it’s not making things for you”.

But as time went on, those requests got louder and became more lucrative. And so, Aeromind currently works with five or six World Tour teams. We cover wind tunnel development, rider positioning, field testing, tyre rolling resistance and equipment optimisation. If you’ve listened to our podcasts it’s kind of mentioned here and there. We don’t really name names, and we don’t talk too much about it. And some of the stuff we do is really quite interesting. In the last

Silca's history of innovation stretches back to pre-World War times, when it used celluloid to lightweight while competitors were using steel

“YOU WORRY THAT EVERYTHING YOU’VE EVER MADE IS IN A LANDFILL SOMEWHERE. SO PICKING UP A BRAND LIKE SILCA FLIPPED THAT ON ITS HEAD, INNOVATING WITH PRODUCT THAT LAST AS LONG AS POSSIBLE.”

Olympic cycle, we actually had a national federation in a big argument with their equipment supplier. They agreed jointly to hire us as a neutral third party. We did a big independent analysis then presented the data back to them. And that way, it’s not two people shouting at each other. It’s about as neutral as it gets, I don’t care what the answer is.

I think as a result of living in that world we get a ton of ideas and a ton of requests. Then we see an opportunity where mechanics are getting really frustrated with something, we wonder if we can do that. Like our 3D printed titanium tools. We get a lot of shit for those things being so expensive. But when you’re talking to the CEO of a World Tour team, and they say they’re going to spend €25,000 on luggage fees this year, you think “What if I could take two kilos out of a mechanic’s toolbox? Could I get it under the weight?” So you’re building a strategy around looking at what the lightest tools are. And then you identify a point like: “I could 3D print these super-light and hollow”. Now we actually have a couple of teams for which we’ve built toolbox and flight box strategies for. You’ve got consumers

ASK THE BOSS

saying that’s the dumbest thing ever. And then you got people over here who would say: “Oh my God, you saved me 1,000s of Euros every year in these stupid luggage fees.” So, yeah we get opportunities we pick up from working with the team.

I really believe that most of the companies in our industry – because it’s an enthusiast industry – are really sincere. They’re telling the truth as they know it and they’re really trying hard to get the right answer. But I think the opportunity is there because most of those companies are getting the right answer to the wrong question. That’s a big way we run our product development design.

Our company doesn’t start with finding the answer. I want to spend the first three months of a project really digging into what the hell’s the right question? I think a lot of times you end up finding completely different answers if you can rephrase it. think that’s where I’ve been fortunate with my 30-year career. I’ve worked in aerospace and auto racing… I feel really fortunate to have this really wide experience and a very broad range of contacts that you can pull into these things. You can ask them: “Hey, our

industry looks at this problem like this. But I don’t think that’s right. What am I missing?” and they might tell you: “In our industry we think of it this way” or you just get these different viewpoints.

Take handlebar tape, right? Every handlebar tape company on Earth uses the word ‘damping’ and it’s clear that not a lot of them actually know what the word means.

In all the tyre resistance work we’re doing we found that you want as little damping as possible in the system, right? You want low hysteresis. And so we start thinking, if low hysteresis tyres are much faster and much more responsive and handle better. So when you start studying you realise you don’t want damping elsewhere. We really started looking at that.

We found that our foam technology came from Nike or Oakley, or the companies that do those things for those companies, and we merge it all together. We came up with handlebar tape I think four years ago and people were like, what the hell? That’s expensive, why is a pump company making bar tape? And Tour Magazine did its ‘22 brands shoot out; and we just destroyed the field. I think we won four out of five categories.

Now I could point to probably five or six companies who have made very, very advanced replicas of our product. If you are a company that believes in damping and you’re using highly dampening foam, that’s your thing. You have legitimately solved that question. Right? But we’ve now proven that that was the wrong question. For me, that’s when stuff gets exciting.

About every two years, we’ll step into some new category. And I don’t think we’ve ever walked into a category that we weren’t instantly dominating, technically. And totally by design. If I can’t show up and really own something new, then it’s just not worth it. It’s not fun to show up and be third or fifth or last.

On top of all the stuff you see, there’s absolutely like a graveyard of stuff that we’re just not going to do. Or there’s companies that are that have answered the right question, in the right way already. The world doesn’t need more copycats. That’s for sure.

Silca took over Crud Cloth there recently. Are you looking to aggressively grow that in terms of ranges or what are your plans for that?

Crud Cloth was an interesting one. We’ve bought a handful of companies now and a couple that nobody knows about. Crud Cloth came to us. This really smart, clever inventor created this product, loved his product – it was one of the best interactions I’ve had with a small start-up inventor. He quickly knew that he didn’t want to run a company. He’s a product guy, he doesn’t want employees.

We are a technology company at heart and Crud Cloth might seem like a glorified shower wipe, but that’s really some pretty high technology in there. And then the patent is fascinating.

One of the things hidden in plain sight with wipes is they’re usually pre-moistened and the towel is typically pretty crappy. But because it’s pre-moistened the biggest challenge for making a product like that isn’t cleaning the body of the person who uses it, it’s keeping it from growing mould on a shelf until that person buys it.

So if you look at a wet wipe or whatever, on average there are 20-23 ingredients, seven of which are some sort of algaecide? There’s a lot of pretty bad stuff in there. And that’s why when you use them, they leave like a sticky residue. No matter how much fragrance they put in it, it always smells a little bit ‘off’. The patent behind Crud Cloth is that having the liquid in the pod separate, you can use UV light to sterilise everything. And so because everything’s sterilised a couple times along the process using UV light, you’d have had no need for any of those other chemicals in there. If you look at the back of a Crud Cloth, there are just three ingredients. It’s water, a coconut-based surfactant and an essential oil for fragrance.

This is a significantly better way of making this product. But the technology behind that is a real door opener for a whole lot of other things. You can let your mind go wild and think of half a dozen other things you could do with this. Crud Cloth is a fun product. It has a cult following, it’s growing. But really, it’s a technology play. I would say, expect to see that technology used in unexpected ways.

Can we talk specifically about the UK, where you work with distributor Saddleback: Have you got a perspective on how the UK market is doing in comparison with, say, the USA at the moment? We’ve got overstocks and a tough economic market, what’s your take on it?

From the outside, wow. I mean, Brexit, you guys just really screwed that one up. And that’s coming from an American. We watched you make that mistake, and then we brought in Trump!

The UK market is a challenge on a number of fronts. Brexit has made import/export an absolute nightmare. On top of that you’ve got massive inflation and energy prices which is squeezing, everybody, businesses and consumers. With the price of electricity, that’s a lot of money sucked out of a business or out of household income.

Our industry is not always great at business, to be honest, when it comes to planning. There was a very well-known industry executive who I won’t name but from one of the biggest companies. He

“IF I CAN’T SHOW UP AND REALLY OWN SOMETHING NEW, THEN IT’S JUST NOT WORTH IT. IT’S NOT FUN TO SHOW UP AND BE THIRD OR FIFTH OR LAST.”

gave a digital talk at the Digital Taipei Show in 2021, and he showed this graph showing, essentially, the current rate of growth lasting till 2028. I remember at the time thinking there’s no way.

I’m an engineer by background and a math guy since childhood. You do some quick calculations and the current growth at the time continuing to 2028 and for the whole world... I think you could disprove that on a napkin.

I think the ordering behaviour was bad. Yes, the supply chain issues were hard.

And then that whiplash effect was absolutely real. I’m very fortunate to have some pretty amazing business mentors. They’re very experienced folks who work in multiple industries, and who have experience in cycling. We talked weekly in that period about decisions and ordering purchasing behaviour. I think we weathered it more than most. We made mistakes, but you look at some of the mistakes that people made, it was crazy. It’s hard, when you’re making more money than you’ve ever made… for a

“CRUD CLOTH IS A FUN PRODUCT. IT HAS A CULT FOLLOWING, IT’S GROWING. BUT REALLY, IT’S A TECHNOLOGY PLAY.”

ASK THE BOSS SILCA

while there it felt like “My God, I can sell anything I can get”. But you really do have to step outside yourself and just do some quick math and say: “All my competitors are behaving just like this too and the population is only so big.” And once we had the Covid vaccines you realise that this is transitory. Covid won’t be a 10-year plague. It’s going to die off and that will change behaviour again.

I’m a consumer too and what do I want to do coming out of Covid? I want to go places and travel and spend money on experiences so I’m not going to buy another bike this year, I’m not going to buy three more bib shorts.

I tell my team all the time, we just have to make more good decisions than bad ones. But we have to do that every day. We could have sold twice as much of x back in the August of 2021 – if I could get it. But, we’re better off to with a reasonable inventory situation today.

I think it’s gonna take one to two years to get back to normal. If you look at just the storage fees… I’ve got a friend at a big company and he said they’re spending about a million dollars a month to store

their product worldwide. That’s got to be a lot of product, and then how long does it take to get that inventory down? A long time. I know certain long lead time industries like clothing are really hurting. Where you’re putting your fabric order in nine months out. That one’s almost an impossible problem. Because the lead times are so long, you’re making decisions in 2021 for your 2023 lines.

The other thing that was happening if you go far enough back in the supply chains was the raw material manufacturers who could sell everything they could make were forcing larger orders to guarantee you a place in line.

The tubing suppliers knew they could sell anywhere in the world for twice the price because people are building houses like crazy. So they were going to sell it to wherever they can get the most money and they wanted huge orders at crazy prices. With lead times of nine to 12 months, you almost have to be a seer of the future! We definitely got some things wrong and I’d say the situation is going to hurt for at least another year. Maybe two.

www.silca.cc

“I TELL MY TEAM ALL THE TIME, WE JUST HAVE TO MAKE MORE GOOD DECISIONS THAN BAD ONES. BUT WE HAVE TO DO THAT EVERY DAY. ”

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