bikebiz issue44, september 2009

Issue 44 | September 2009

ONE OF the most promisingsegments in the bicycle industry– the electric bike sector – hasreceived what could be its mostsignificant boost yet: Thecreation of a new industry bodythat will, for the first time, lookafter the interests of theburgeoning business.

The British Electric BicycleAssociation (BEBA) has beenformed by key manufacturersand distributors of electric bikes,including On Bike (representingE-Motion), Giant, Urban Mover,Ultra Motor, Moore Large(representing Izip), Dahon/BicycleAssociation, Gepida and Wisper.

Providing a unified voice forthe electric bike industry, theassociation has four core values:improving the market; positivepromotion; increasing electrictwo-wheeled transport use andfair business practice.

BEBA will aim to create anenvironment where electriccycles can thrive, demonstratinghow they meet consumer andGovernment demands forreduced emissions, congestionand transport costs. BEBA willaddress the reasons why someconsumers don’t like riding, too.

BEBA will also aim to increasethe use of electric two-wheeledtransport by breaking downbarriers to cycle use, helping thesector to gain acceptance inGovernment policies and alsomake cycling more attractive toa broader customer base.Members will adhere to a codeof practice protecting consumersand dealers.

A spokesperson for the newbody told BikeBiz: “Having noteda lack of consistency in servicelevels and quality of productprovided to consumers anddealers, BEBA has beenestablished to create anindustry-wide standard.

EDUCATION AND PR“The association will be a PRhouse to promote the use ofelectric cycles. Efforts will befocussed on educatingconsumers about their benefits,giving them an ‘industry stamp’of recognition for meetingcertain service commitments.BEBA will also inject confidenceinto the market to helpmanufacturers secure retailersand ultimately increase sales.

“All members will worktogether as a unified voice tochallenge law changes, campaign

for an increase in the C2Wscheme and to introduce anelectric cycle levy.”

BEBA told BikeBiz that itscollective voice will be asignificant industry influencerand its members will have accessto valuable business data –including market sales – withoutleaking sensitive information tocompetitors.

UK POTENTIALE-bikes have been thriving on theContinent, but their potential hasyet to be fulfilled in the UK –something Urban Mover’s MarkLoveridge believes will changewith BEBA. “We are very excitedabout the electric cycle industryin the UK,” he told BikeBiz. “BEBAwill play a key role in growingthe market organically with fairbusiness practices that protectconsumers and retailers.”

Overseas success for electricbikes can be replicated in Britain,according to Loveridge: “Therehas been huge growth in Europeand the UK is the next ‘hot’market. There are many mythsthat make retailers nervousabout electric cycles. We intendto educate consumers andretailers about how far theproducts have developed, thepotential growth and to supportthem fully with training and thebest sales practice.”

BEBA member and WispaBikes’ David Miall added: “Thereis a massive, lucrative andquickly growing market simplywaiting for IBDs to becomeinvolved in. I believe the first toembrace the sector will seeexcellent growth in turnover andprofitability in 2010.” For more on the topic turn topage 12.

FOR EVERYONE IN THE BICYCLE BUSINESS SEPTEMBER 2009

By Jonathon Harker

BB Awards: Itcould be you

BikeBiz Together in electric dreams

THE UK BICYCLE industry hasspoken and nominated thebest for the BikeBiz Awards2009, which will be held inassociation with the CycleShow as a live drinks receptionevent for the first time, onThursday October 8th.

Now the nominations havebeen collected and theindustry-voted finalists for theBikeBiz Awards 2009 –officially partnered by Citrus-Lime and Cube – have beenconfirmed for the nine prizes.And who are the finalists? Turn to page 29 to see ifyou’ve made the list…

INDUSTRY OPINIONS P14 � MYSTERY SHOPPER P26 � NEW PRODUCTS P56 � OFF THE RECORD P68

WWW.BIKEBIZ.COM ISSUE 44

ELECTRIC BICYCLES ARE GO: The e-bike sector gets a voice with theBEBA; Mark Loveridge, inset, explains what it means for e-bikes

E-bike companies get serious and team up to form new trade body, the British Electric Bicycle Association

LATEST NEWSSTRAIGHT TO YOUR MOBILE

SEPTEMBER ISSUE 44

NEWS 6-10

REGULARS

The firm talks Dahon,turnover and protectingIBDs from volatile prices

EVENTS 58

18

LETTERS 67Biking for the blind, a chance to invest in somefuture talent and a debate on UK manufacture

OFF THE RECORD 69This month we’ve got naked cyclists and lakejumping, but not necessarily in that order...

SPOKESMAN 70Spokesman walks down the supermarket aislesand doesn’t like what he finds...

SRAM IN FOCUS

BIKEBIZ AWARDS

CHAIN REACTION 12Wisper Bikes MD David Miall talks about thepotential locked in the electric bike market

PEOPLE 44Hotlines brings industry recruits on board,while new faces arrive at JJB and Sugoi

NEW PRODUCTS 56BikeBiz takes a look at the latest fromMarzocchi, Lezyne, Serfas and FSA...

We shine the spotlight on SRAM, take a look at its XX-rated new line-upand see how the firm’s product fared at the Tour de France 2009

Carlton Reid, Executive Editor

CYCLE SHOW

You’ve nominated, we’ve listened, and now the finalists for theBikeBiz Awards 2009 have been confirmed. Find out more here...

JIM WALKERTrebling its size in five years and achieving 50 per cent growththis year is no mean feat. The company tells us how it was done...

BOOKMARK US:MOBILE.BIKEBIZ.COM

25

29

21

31 51

14INDUSTRY OPINIONS 16OFF THE RADAR

Madison gives BikeBiz a look at Genesis’ makeoverand Mint brings a new BMX line to retail...

ZYRO SPEAKS OUT

FOCUS ON…

CHILDREN’S BIKES

I START this editorial where lastmonth’s polemic left off. The UCI isno longer all-powerful. I’m amazedand pleased that the bike industryhas had the gumption – and goodsense – to heed my warnings aboutthe gnomes of Aigle.

I’m kidding: Nothing I wroteinfluenced those high-endcompanies that formed an allianceto stand up against the UCI. In fact,

by the time the mag was published, the formation ofGOCEM – Global Organization of Cycling EquipmentManufacturers – was almost ready to be announced.

Last month I had complained about the lack ofcollectivism shown by the industry when Cinelli’s Spinacibars were outlawed by the UCI. By not acting en masse, theUCI could pick off innovations at will.

Cinelli had argued for collective action but no othercompanies joined in and Cinelli was left to count the cost ofa product – go-faster aero bar extensions – doomed tocommercial failure.

CAD design – and 15 years of advanced knowledge ofwhat makes carbon tick – allows frames today to beamazingly light yet super-tough in all the right places.

Now, why should a bike shop that doesn’t retail £8,000machines care about such an organisation as GOCEM,formed by companies that supply Tour de France teams?Stifling innovation is bad news for all sectors of the bike biz.As in F1, innovations start at the high-end and trickle down.

The UCI seems to have some notion that bikes wereperfect in the 1960s and so anything that tampers with thisideal is suspect. Road bikes, that is. The UCI is strangelyquiet about MTBs. Many of mountain biking’s biggestinnovations – suspension, for instance – were set in stoneby the time the UCI became the official governing body ofthis new sport. You could descend a DH course on a pogo-stick with a weather balloon as your front forks and the UCIwouldn’t bat an eyelid. But should a road bike dare to havean aero element a millimetre too round as defined by theroad-obsessive UCI and all hell is let loose.

The UCI needs to understand that bike racing is, in largepart, a shop-front for shiny new bikes. It always has been.

Since the 1880s, racing was a way of advertising onebike’s prowess over another. The Tour de France was createdto sell more copies of a Parisian newspaper.

Take away the commercial aspect of cycling and the UCIwould have nothing to rail against because there would beno cycle sport.

EDITORIAL

“Stifling innovation is bad news for all

sectors of the bike biz. As in F1,

innovation starts at the high-end and

then trickles down.”

NEWS

WITH 42 brands now under itsportfolio, Hotlines is facing athird office move in three years.

Citing both a substantialinvestment in stock holding andthe appointment of several staffmembers since Illy Anastasi tookthe reins in 2007, the distributoris now hoping to make a moveto a new, much larger office inSouth Queensferry within thenext few months.

General manager Anastasi toldBikeBiz: "When we moved to thecurrent premises in SouthQueensferry we expected it to bemore than large enough for thenext five years. Though, as itstands, our character-filled officeby the harbour has turned out tobe a little small. We’re hoping tomake a move to a new, muchlarger, office in SouthQueensferry in the next fewmonths and this time it reallyshould be big enough for a fewyears. Our growth has also seenstaff taken on at a fantastic rate,

with seven customer supportpeople on the phone now andfour account managers on theroad. In the last month alonewe’ve doubled the number ofreps and taken on anothermember of staff in the office.We’re keen to ensure that as wegrow, we also further our ability

to handle the increased businessthat comes with it."

Anticipating further growth,Hotlines has focused plenty ofattention on launching its newwebsite, something it is keen topromote to dealers.

"We’re keen to direct all ourdealers to the new websiterather than to the traditionalcatalogue and price list. With the

rapid growth of the companyand the new brands that havecome on board, the dynamicabilities of the website faroutstrip what we can achievewith an annual catalogue," saidAnastasi.

"With our website dealers cansearch for products by category

or brand and have currentavailability and additionalinformation at their fingertips.Although we’re pretty pleasedwith the website as it stands, it isby no means complete. We arekeen to get a business tobusiness functionality introducedas it’s something that is anincredibly valuable tool for bothus and the retailer."

Having cemented several newrelationships with retailersthrough 2009, Anastasi admitsthere are still opportunities inseveral areas of the UK to carryany number of the five bikebrands available.

"Into 2010 there willinevitably be new brands andexciting products becomingavailable. Despite our firm'sexpansion, there are still areas ofthe country that are not yetcovered by some of our bikebrands, whether that’s Lapierre,Tomac, NS Bikes, Electra orVipers Concept. This is somethingthat we’re hoping to addressover the next season. So if you’rea bike retailer who is looking totake on a premium brandwith exceptional marketingsupport, please call theoffice to arrange ameeting with your areaaccount manager."Hotlines:0131 319 1444 [email protected]

BUSINESS is booming for three-year-old Sabbath Bicycles, with a50 per cent turnover increase inthe past year – despite changingname after a legal dispute lastyear with Sunday Bicycles.

Sabbath founder and MD GregRoche told BikeBiz: “We’re still inthe infancy of what we want todo, so the fact that we’re over 50per cent up on last year byturnover now, without launchinga new product, is encouraging.More importantly we’veincreased our margins by over 10per cent through improvedpurchasing. The good news forthe end customer is that our bikeretail prices didn’t really changeat all in the last year and theywon’t again next year. We’reexpanding the range right now,which should see turnover andmargin improve further, butthey’ll have to because we’re

also going to need largerpremises and more staff tofacilitate that.”

Sabbath now has a 30-strongdealer network and is set toexpand and diversify its productrange for 2010, as well as uppingits consumer advertising spend.

Last autumn’s re-brand hadn’taffected business, according toRoche: “We had known about theissue pretty much since westarted back in 2006. Though, ifanything, sales increased because

we did a pretty comprehensivejob of managing the re-brandwith customers and so we weresuddenly quite visible.”

Last month Sabbath boostedits international credentials bysigning up two dedicateddistributors for Australia andFrance respectively. Roche toldBikeBiz that a deal in the UKwasn’t out of the question:

“At the moment we do all ourown distribution in the UK. Untillast month I’ve also been theonly person on the road for us,as well as managing the brand,but we do now have an agentselling for us in the north. We’reopen-minded. If a distributor saidit could get 800 bikes to marketfor us, we’d listen, but we’re alsovery keen to keep strong linkswith the guys on the shop floorsand selling the stuff.” Sabbath:[email protected]

6 BIKEBIZ SEPTEMBER BIKEBIZ.COM

“We’re over 50 percent up on lastyear, withoutlaunching a newproduct.” Greg Roche, Sabbath MD

“We hope to make a move to a muchlarger office in South Queensferry inthe coming months. This time it shouldbe big enough, for a few years...”

Illy Anastasi, General Manager, Hotlines

By Mark Sutton

Hotlines’ growing painsto force third HQ moveThree HQ moves in three years � New staff, new vans, new website and more

Illy Anastasi and thethree shiny newHotlines branded vansbought last month

Sabbath hits growth spurt

Sabbath Bikes would consider linking up with a UK distributor

AS revealed on BikeBiz.com,distributor Zyro has signed a dealto exclusively distribute Dahonfolding bicycles and accessoriesin the UK.

Zyro will take on distributionof the folding bike giant fromJanuary 1st, 2010. From that datethe firm will also take overwarranty service for Dahon'sbicycles – including those soldbefore 2010.

“We are excited to have theopportunity to work with Dahon,which is recognised as a leaderand innovator in the folding bikemarket,” said Zyro director ofproduct and purchasing SimonEllison. “Dahon complements ourexisting product range, while alsoadding a new dimension to Zyro’srange of products.”

Zyro added that service will bekey to its offering: “We recognisethat retailers need a differentlevel of support for folding bikes,and are gearing up for thischallenge with enthusiasm. Wefeel that we will be able to helpthe brand grow using our skills inbrand management, after sales

service, process control andinventory management.”

Dahon vice president JoshuaHon confirmed that service willreceive renewed focus: "Serviceto our dealers is an area wherewe’ve needed to improve and weexpect to make some bigprogress in this area beginning in2010. Our dealers deserve a big‘thank you’ from us for theirsupport and patience.”

The deal marks the end of theagreement between Dahon andFisher. Hon said: “We’d like tothank Fisher for five solid years ofpartnership. We did some greatthings together and wish themwell as we both move forward.”

Fisher Outdoor Leisure CEORichard Allmark said: “Over thepast few years both companieshave developed different strategicneeds and are starting to move indifferent directions. The parting isamicable and we hope tocontinue working with Dahon insome capacity as we’ll remain inthe folding bike category, but wewill no longer be acting as adistributor for Dahon-brandedproducts.” For more on Zyro,turn to page 18.

NEWS

Zyro bags Dahon

BRITAIN’S largest professionalbicycle race, The Tour of Britain,is set to be larger than ever thisyear when it starts in Scunthorpeon Saturday September 12th.

The Tour, ranked in the 2.1category by the UCI, will covermore UK towns than before andwill see more of the teams thatcompeted in its long-establishedFrench counterpart.

Craig Brophy, head ofmarketing and PR for the Tour,told BikeBiz: “This year sees eightteams that competed in the Tourde France take part in The Tour ofBritain. This is a big step up from2008 where we only had fiveteams take part.”

“In addition to this, the racevisits new towns through thedifferent stages, such as Devon.Plus we also have slightly lesstransfers. The 2009 event willalso see us using a new barrier

system, which should make theloading and unloading of eachstage a lot quicker.”

The event organisers alsoexpect the increasingly highprofile of cycling in the UK toboost coverage and attendance:“The success of Team GB at theOlympics, Mark Cavendish andBradley Wiggins at the Tour deFrance, and most recently thesuccessful city centre racing fromThe Tour Series – has without adoubt raised the interest in the

sport,” said Brophy. “And as TheTour of Britain is the UK’s biggestfree to attend event, people fromall over the country can comealong and watch the world’s best.”

Distributor Saddleback hassigned up as the Official NeutralService Provider for the next threeyears and will provide SRAM-equipped Felt road bicycles andZipp wheels for the event.

ITV4 will provide coverage ofthe race, which will conclude inLondon on September 19th.

By Jonathon Harker

ToB bigger than ever

Service a key focus for new Dahonpartnership, beginning January 2010

BIKEBIZ.COM BIKEBIZ SEPTEMBER 7

Jane Watson, Andy Buddand Chris Davis of Zyro

AHEAD of the September 8thdealer preview at Madison'sMilton Keynes distributioncentre, BikeBiz has been handedthese shots of the Genesis range.

Due to land in October, the2010 line up contains someinteresting additions, notably agenre-defying singlespeed, flat-barcyclocross bike. Pitched as being‘designed in the UK, for UK ridersand conditions’, the range is builtup from high-grade Reynolds 853,520 and triple-butted aluminium.

The design team looks to havebeen busy too, giving plenty ofdetail to the Reynolds tubing,splashing loads of new graphicsand colour on each build.

Look out for singlespeeds,internal hub-geared mountainbikes, steel hardtails and thewelcome return of drop barredroad bikes when visiting theMadison headquarters inSeptember.Madison: 01908 326000

NEWS

‘Staycations’ helpto grow UK cyclingCredit crunch leads families to take ‘cycling holidays’ in theUK � Center Parcs among the tourist businesses benefiting

THE recession and anunfavourable exchange rate haveprovided a welcome boost forcycling through a rise in thenumber of families staying in theUK to cut back on holiday costs.

The United Kingdom TourismSurvey, created by Visit England,revealed that holidays made byUK residents in England were up13 per cent in the first fourmonths of 2009 compared to2008, boosting the numbers oftourists heading to cycle-friendlydestinations on these shores,including Center Parcs – whichhas seen its best-ever results.“Our last financial year (whichended in April) was a record onefor Center Parcs in the UK, withaverage annual occupancy ofover 95 per cent across our foursites,” Center Parcs PR managerSimon Kay told BikeBiz.

“There are very encouragingsigns this year too, with forwardbookings showing an increase often per cent compared with thistime last year, and this summerperiod a greater proportion ofour guests are opting for stays of

seven nights or more, rather thanthe traditional short breaks.

“Our experience supports thenotion that people are indeedchoosing to stay in the UK fortheir holidays this year.”

Center Parcs’ cycling-centricoffering remains vital for theholiday firm: “Cycling is at thevery heart of the Center Parcsexperience, as the majority of

our guests’ favourite mode oftransport during their break.Ensuring the best environmentalpractice is our passion, as guestspark their car at the start of theirbreak to mount their bikes or setoff by foot around the forest.

“Cycling is an enjoyableactivity where natural forestsurroundings can be enjoyed at aleisurely pace or prove anexciting setting for an active bikeride. We have a wide variety ofbikes to choose from to ensurethat the whole family can enjoya cycle together and it is also afun way for family and friends tonavigate around the village.”

By Jonathon Harker

“Our last financial year was a recordone, with an average 95 per centoccupancy across our four sites.”

Simon Kay, PR Manager, Center Parcs

Due to land in October, the 2010 line-up contains some interesting additions,

notably a genre-defying singlespeed,flat-bar cyclocross bike.

New look for latestGenesis line-up


NEW distributor Mint BMX isnow open for business and is setto bring a number of brandsnew to the UK to retail –including the Stereo Bike Co.

And the distributor has gotoff to a flying start, with over70 per cent of its first shipmentalready ordered.

Mint BMX’s Phil Davis toldBikeBiz: “The response has beenunreal. We are already sold outon the high-end, brakeless 22 lbFlash complete from just thepre-order, which is expected atthe end of this month. Seventy-five per cent of the remainingstock has been ordered, so weare looking to put an interim

order in place ahead of ourplanned November order.”

The range comprisesintroductory models through tohigh-end, including a top of therange model stacked withOdyssey Twombolt cranks,which will weigh just 21lbs andretail at £569.

The Stereo Bikes Co will alsorelease an aftermarket line offrames and soft goods set toarrive in the late summer.

“There’s plenty of reasonswhy retailers should considerusing Mint. Retail prices willrange from between £319 to£599, we’ll be offering a sale orreturn policy, the complete bikesweigh in between 21lbs to 24lbsand we’ll also be placing full-

page brand support advertisingin both Ride and Digmagazines,” added Davis. “Also anew line of Stereo aftermarketframes, parts and soft goods areon the way in summer 2010.”

Stereo Bikes will beshowcasing its full range atInterbike, and has recentlysigned US street rider SteveCroteau as a Stereo rider. A UKteam will follow shortly.

Davis added: “Huey Morganfrom the Fun Lovin Criminals ison the flow team. He’s doing itfor the Old School.”

Interested dealers shouldcontact Mint [email protected] for a dealerpack, or visitwww.mintbmx.com.

NEWS

Mint distributorrides in Stereo

UK MANUFACTURER Lumicycle isbringing its 2010 high performancelight ranges to retail this month.

The LED3 and LED4 bothfeature CREE XRE R2 LEDs – ahigh performing LED that allowsfor a warmer colour temperature,which in turn improves visibilityoff-road at night by making iteasier for riders to assimilate

three-dimensions in the dark. TheLED3 boasts 850 lumens, whilethe LED4’s output is 1,120lumens, with both lightweightenough for helmet mounting. Anew unique switching system

also makes it easy for riders toselect power levels.

A single LED3 System retails at£249.99, with the LED4 Systempriced at £329.99. The price for atwin head system with a biggerbattery for the LED3 is £439.99and £599.99 for the LED4. Theaward winning halogen and HIDsystems can also be purchased.

The manufacturer has toldretailers that its products won’tbe discounted online: “so dealerscan be confident of getting agood return on their investment.” Lumicycle: 01202 760097

By Jonathon Harker

Light up 2010

ONLINE bicycle retailer Wiggleis currently enjoying what it hascalled its ‘best-ever’ year.

Despite the ongoingeconomic crisis, the internetretailer hasn’t seen therecession as a barrier to itsgrowing success.According to Wiggle,traffic to the site isup, worldwidedistribution has morethan quadrupled andthe site has neveroffered so many functions tocycle customers, including apopular ‘Amazon-like’ customerreview section, as reported onBikeBiz.com.

Website manager Steve Millstold BikeBiz: “We have made

major increases to our productcatalogue, made numerousimprovements to the websiteand increased our worldwidedistribution from 15 countriesup to 70. All these on-goingimprovements have resulted in

our best-ever year and we areseeing double-digit growth inboth our UK and overseasmarkets.”

The site, which also retailsproduct to the growingtriathlon sector, saw mid-year

sales outstrip predictions: “July’sresults exceeded allexpectations and was a recordmonth for sales, traffic and newcustomers. Traffic was up 81 percent on the same month lastyear. We knew July would be

busy as it is a keymonth with theTour de France, butto be over 80 percent up on thesame month lastyear is a truly

fantastic acheivement.” Mills put the success of the

retailer down to hard workfrom the Wiggle team. Turn toour Retailer Profile on page48 for more from the onlinecycle retailer.

Brighton firm brings German BMX brand Stereo to UK shores

"It's a world-beating product and we'regoing to give our full support to

independent cycle retailers with it."Steve Young, Lumicycle

Wiggle boasts ‘best-ever’financials in tenth year


THE increasing role ofsupermarkets in the bicycle tradehas created fierce debate acrossthe retail community.

Lidl’s low-priced Stratos racingbike, and particularly Asda’s‘profit-free’ British Eagle bikesannounced earlier in thesummer, have sparked concernabout their effect on theindustry. Asda’s ultra-low pricedbicycle range – branded BSOs(bike shaped objects) by some inthe trade – have been blasted aspotentially even being harmful tothe consumer.

The topic has spawned a blogfrom the Association of CycleTraders’ Mark Brown – athttp://bicycleshapedobject.wordpress.com. The blog aims tocover the phenomenon in detail,including first-hand experiencesof handling and assembling theoften shaky ‘bicycles’.

Brown told BikeBiz:“Supermarkets are a double-edged sword for cycle retailers.On the one hand they have themarketing muscle to promotecycling to a much wideraudience and possibly get morebums on saddles. That's a goodthing for cycle retailers becauseas the market grows theyhopefully win more newcustomers, which started via asupermarket bike.”

But the potential negativeimpact is two-fold: “Firstly,supermarkets are potentiallyundermining the cyclingexperience by selling cheap, badlyassembled and possibly dangerousbikes, which people don't enjoy.That's my experience with theAsda bike. It's the only bicycle Ihave ever ridden which made mewant to cycle less and it enforcesthe view that bikes are toys andnot a long-term investment.

“Secondly, as supermarketscontinue their expansion intonon-food sectors there is thepossibility that they might beginto target the mid to high-endmarket. I'm not sure how realisticthis is, given the low margins andhigh associated costs of cycleretail, but for some, it mayrepresent a viable opportunity.”

The debate has led some toquestion whether dealers shouldwork on BSOs sold by

supermarkets, or whether theyshould be refused fromworkshops. Brown said: “I thinkthey probably should, as in mostcases it is an opportunity toeducate people about thehazards of cheap bikes andhopefully win new customers.

“Of course, the customerneeds to be willing to pay theretailer for their specialistservices. Each shop is different,so some may feel they don'twant this type of customer.However, for those that do it is agood opportunity.”� We’ve got more industryopinion on whether dealersshould work on BSOs in ourfeature on page 14.

YORKSHIRE-BASED manufacturerCrud has unveiled details of itsnew mud guard range for racebikes – the ‘Roadracer’ Mudguards.

Unlike many competitors, thenew mudguards can fit into thesmallest of spaces underneaththe brakebridge-fork crown. Withthe tips and tails detachable, thepackaging is reported to be thesmallest of any on the marketand when hung at theheadercard, it takes up less spacethan a Crud Raceguard.

According to Crud, the guardsturn design orthodoxy on itshead, as MD Pete Tomkins toldBikeBiz: “We reasoned that if youcould 'float' the mudguard offthe rim then you could do away

with a lot of the traditionalfixings. The ultralight ‘Roadracer'mudguard (weighing 180 gramsper pair) just hovers in place, sothere is nothing to rattle or rub.The brushes instantly dampen

any road vibrations, settling themudguard into its central position.

“In extensive tests we havefailed to wear the pile againstthe rim, and the friction involvedis so light as to be unmeasurable.”

Safety was also a key factor inthe design of the product, saidTomkins: “We have incorporateda simple breakaway point in thefixing between stay andmudguard. Anything caught inthe wheel will cause themudguard and stay to part. Theycan be re-connected by handafter you have come to a stop.The stays are manufactured from15 per cent glass-filled nylon. Ifit found its way into the spokes,it would snap in half instantly,without damaging the spokes.”

Retailing around the £29.00mark, the Roadracer Mudguardswill be available by the timeBikeBiz lands on desks. Crud: 01947 880102

Freedom eBikesintroduces £470Brompton converterA conversion kit enabling aBrompton to be turned intoan eBike has been developedand is now available fromfreedomebikes.com for £470.

Dahon IOS toinclude mobiledevice charger Due to be unveiled atEurobike, the Dahon Iosfeatures a charge leadcompatible with most mobiledevices, including GPS units.An integrated headlight alsofeatures at the stem.

Trade registrationfor Cycle Shownow liveUK bicycle retailers should logonto www.cycleshow.co.uk/BikeBiz for free-of-chargetrade passes to London’s CycleShow, due to be held at EarlsCourt from October 8th to11th. Turn to page 31 forBikeBiz’s show preview.

Paligap 2010product previewdates announcedRetailers interested in whatdistributor Paligap has to offerheading into 2010 shouldhead down to the StablesCafé in Bristol fromSeptember 7th to 11th. Doorsopen at 10am and close at5pm each day.

Tough six monthsfor ShimanoBoth Shimano's sales andincome dropped in the first sixmonths of 2009, whencompared to the same periodin 2008. Net sales value fellfrom Yen 115,497 million toYen 90,057 million.

Silverfish takes onMondraker BikesSpanish MTB firm Mondrakernow has a distributor in theUK. Silverfish will now supplythe entire range, including DH,XC and BMX models, amongothers.

CYCLESHORTS

NEWS

For breaking news visit:www.bikebiz.com


Are supermarket giantsdamaging cycle retail? Industry debates national grocers’ high profile moves in the cycle market

By Jonathon Harker

“Supermarkets are potentiallyundermining the cycling experience byselling bikes people will not enjoy.”

Crud slims down for roadiesSPOT THE MUDGUARD:Crud’s Raceguard isbarely visible, yet givesfull coverage

CHAIN REACTION


“Electric bike manufacturers need IBDs,” argues David Miall of Wisper Bikes. Do IBDs need e-bikes though...

Powering onFOR YEARS the electric bikeindustry in the UK has beenletting itself down. The modusoperandi for many of the first'electric bike companies' seemsto have been to buy a containerof cheap e-bikes out of China,taking advantage of the lack ofdumping levy and trying to sellthem to the more trusting IBDsor simply dumping them on eBay.

Once these machines actuallygot into the hands of the generalpublic of course there wascarnage. Even if the bikesactually worked for a few weeks,inevitably they would breakdown, leaving the IBD to pick upthe pieces. Naturally there wouldbe no stock of spare parts andjust as little knowledge or helpavailable when it came to fixingproblems. The only upside wasthese bikes were very cheap!

ELECTRIC DREAMSThankfully times have changedand although there are still a fewcontainer merchants out there,IBDs have become very wary andthese bikes are generally dumpedstraight onto eBay or sold at carboot sales.

As you can imagine, this hasleft an understandablyunreceptive audience amongprofessional bicycle retailers inthe UK. Most are now closed tothis new and lucrative market, amarket that has taken Germanyand Holland by storm. In suchcountries, the sales of goodquality electric bikes have helpedthe whole bicycle market grow.While the number of new bikesbeing sold remains pretty static,one in ten bikes sold in Hollandand Germany during 2008 waselectric and therefore very muchmore expensive than the averagebike. This has driven the averageretail price of bikes skywards –and the Dutch and Germanretailers that have embraced thee-bike are understandably happy.

The majority of electric bikessold in the UK are retailed via agrowing number of electric bikespecialists. Very few comethrough more traditional bicycleretailers. Disregarding the earlycheap electric bike problem, thereasons for this reluctance inIBDs is not clear. Electric bikesneed, more than any other bike,to be sold through professional

cycle specialists as the need forservicing and explanation ismore important. To this end theelectric bike specialists are doinga fantastic job; as most of themhave come up through thebicycle industry they understandboth the bicycle and electrics.

In my opinion, the reason IBDshave not embraced the electricbike movement is for three verysimple reasons. First, the ideathat an electric motor should beplaced on such a pure piece ofmachinery as a bicycle isunpalatable. Second, there is aconcern that the electronics onan electric bike will be tricky to

deal with and service. Third, asalready discussed there is aworry that electric bike supplierswill let them down in terms ofsupport and spare parts.

TAKE THE ELECTRIC AVENUEPutting an electric motor ontothe vehicle opens cycling to a fargreater audience. The obviousmarket is to older people whoused to ride, but because of hipreplacements or similar, simplycan’t manage a traditionalbicycle any more. Why keepthem out of the bike shops andoff the road? There are manymore markets, such ascommuters who don’t want toarrive at work and have toshower. Then there's the less fitwho would love to exercise on abike but can’t manage to cyclefar without some help. Thefitness market is very strong. Iam amazed by the number ofpeople chopping their electricbike in after a year or so as theirfitness levels have increased tothe point where they want tobuy a traditional bike again.

Those worried about thedifficulty of servicing electric

bikes will be pleased to learnthat there are bikes now, such asWisper, that are available withmodular electronics. If any partfails or is damaged it is a verysimple job to swap the wholepart for a new one within a fewminutes. There is absolutely noneed to start getting insidecomplicated batteries, motors orcontrollers, simply swap themout. Indeed the electronics areprobably the most easilyrepaired part of the electric bike.

Finally as long as the supplieris chosen carefully there isabsolutely no need to worryabout availability of spares oradvice. The best electric bikecompanies now have dedicatedservice managers who areemployed to help and talkthrough any problems there maybe and assist in finding a speedysolution to any problem.

There is a massive, lucrativeand quickly growing marketsimply waiting for IBDs tobecome involved. I believe that,as in Germany and Holland, thefirst to embrace the market willsee excellent growth in turnoverand profitability in 2010.

“Putting an electricmotor onto a bikeopens cycling to afar wider audience,notably theelderly.”

David Miall, MD,Wisper Bikes

THURSDAY OCTOBER 8thTHE CYCLE SHOW, EARLS COURT

Categories

� Independent Retailer (less than ten stores)� Online Retailer� High Street Chain (over ten stores)� Distributor – Bikes� Distributor – Parts & Accessories

� Consumer Magazine� Consumer Website� Marketing Team� Manufacturer� Best Cycle Show Stand

For sponsorship enquiries and to find out about attending the event contact

[email protected]

AWARDS WILL BE PRESENTED AT A TRADE-ONLY DRINKSRECEPTION, CONTACT CARLY BAILEY FOR MORE DETAILS

Official Partner

Official Partner

“I think it all depends on theBSO itself. We never turn anywork down and if we can helpthe customer out, hopefully inthe future the customer willturn to you for more jobs andnew bikes. We have a set pricefor catalogue checkovers of£60.00 and if it is not fittedwith decent components wewill inform the customer beforewe start that the bike will workto the best of its capabilities.From here we will give prices fornecessary upgrades. Sometimes,as well as the service, you willpick up sales.

If they don't want to pay theprice then that’s fair enough,they can leave. We will serviceany of the bikes, but it’s to ourguidelines. Every BSO thatcomes in is checked by a Cytech2 level mechanic, who willpoint out glaring problems.”

CRAIG SHUFF, SWINNERTON CYCLES

“I work on the BSOs as at themoment, every penny counts. Idrop a hint about their ‘bargain’being a bit of a knacker and tryto get them to upgrade to oneof my bikes, stating that itwould last longer and, for theextra money, be better value.

Asda employed my serviceslast time they were in the mirewhen they were selling bikes toJoe Public. I had to eithercorrectly assemble theircustomers’ bikes (for a £25.00fee per bike) or carry outnecessary repairs to keep theircustomers happy. The spin-offswere pretty good at the time. Ialso did the same forSafeway/Presto and also bailedout Motorworld branches a fewtimes when they were around.There again, I'm happy to do thisas it pays dividends when ‘their’customer recommends me.

Yes, it is annoying that I haveto sell a similar spec bike for

twice the price. But after youexplain to the customer thepitfalls of their ‘bargain’, somewill go with mine.

You try to explain that their‘bike’ is like comparing a FiatPunto 4x4 to the quality of aBMW X5 4x4. They both havethe badge, but sadly, if you tryto do the same things as theBMW X5 4x4 in your Fiat Punto4x4, you're gonna die!”

IAN GALLOWAY, ON YER' BIKE!

“MY reaction depends on whobrings it in.

At one end of the scale is theperson who had bought itknowing nothing about bikesand is genuinely surprised andinterested when the issues areexplained to them. These I willspend some time with and willset up the bike as good as it willgo, or make repairs. It’s a goodway to get new customers andto demonstrate that a bike shopcan be a place where you getgood information. OccasionallyI do a bit of pro bono work forpeople who have finished upwith a cheap low-spec bike. Inall cases I make it clear that Iwill not be responsible for thefuture performance of the bike.

At the other end of the scaleis the person who brings one incrowing about the bargain theyhave bought and how brilliant itis and all they want is a quickadjustment on the gears to getthem changing ‘just right’. It isusually pretty clear that theyare expecting me to do it fornothing. These tend to getanything from a politesuggestion that they go back towhere they bought it from toget it sorted to a full on, twobarrelled, condemnation of themonstrosity, pointing out howeven somebody with my skillscould never make the thingwork to a standard they wouldever be happy with. It dependsvery much on their attitude, butalso on the mood I am in.

On balance I tend to help far,far more than I refuse. I want tohave a reputation as a friendly,helpful shop because anythingelse would not fit my businessmodel. Spending a bit of timehelping people to understandtheir bike and giving them anaccurate appraisal of what they might expect from it is agood way of supporting that objective.”

STEVE BARNETT, CYCLING ON

“I work hard to keep my, oftenlow-income, customers' bikesrunning well for fair prices, andas such I have to deal with thegritty end of bike quality. Somelow-end bikes I come acrossare, well. okay, but recentlyeven I have begun a ‘not in myshop’ policy. I could name someof the brands [Ed. – but BikeBizhas censored them].

I implement a £20 build frombox/new bike check-overcharge. If I think a prospectivecustomer may check onlineprices I point out the value ofexpert building and the hassleof mail-order when even minorthings go wrong.”

GORDON DAVEY, G-WHIZZ CYCLES

INDUSTRY OPINIONS


The Bicycle Shaped Object has been a hot topic ever since Asda famously advertised its ‘not for profit’bikes fitted with forks the wrong way. But can dealers afford to shun BSOs from their workshops? Or arethey another vital source of revenue during the recession? Jonathon Harker asks the trade’s views…

Should dealers shun BSOs?

SteveBarnett

IN THE early ‘90s, I backpackedaround America for a fewmonths, heading in whicheverdirection the locals pointed me.Texas, Colorado, Nevada,California… The scenerychanged but two thingsremained the same: one was theboundless hospitality ofAmerican families who’d phoneahead to their friends so Ialways had a place to stay. Theother was their children’slimitless adoration of MichaelJordan, star of the Chicago Bulls.

In the eyes of theseteenagers, Jordan was a manwhose appeal transcended thesport he played. In San Antonio,one child laid out his Jordancollection that included not onlyposters and magazines, but alsocereal boxes, each one carefullyflatpacked. In Denver, a fireman Iwas staying with rolled his eyesand explained how his son hadpleaded for a pair of Nike AirJordans, but now only wearsthem round the house to avoidgetting them dirty. Now that’s aspecial kind of hero worship.

This Jordan mania came backto me the other week when afriend described how his ten-year-old son, fired up on CocoPops and Tour de Francecoverage, had started playing‘Mark Cavendish’ up and downthe street. Every night, the boywas doing sprint finishes on hismountain bike, waggling theframe in an exaggerated fashionbefore lunging for an imaginaryfinish line. Already he’d put a

road bike at the top of hisChristmas list.

Now, obviously, one boyloving the Tour doesn’t mark amoment in history wherecycling suddenly becomes biggerthan football, Star Wars and Elviscombined. Cycling’s amainstream activity but it’s stilla niche sport in the UK, so let’snot expect any kind of MichaelJordan media ubiquity for Cav.

Yet at the same time, it’s notevery day that you hear about aboy begging for a racer and it’sinteresting to see a youngsterembracing a sport traditionallylinked to an older fan base. Thischild wasn’t fired up by theOlympics and hadn’t caredabout road racing until the Tourand now here he is, begging fora new bike.

YOUNG, COCKY AND GOBBYWhy? Because he has a heronow. And if Cavendish can reel inand retain more young riders, itwon’t be because he’s Britishand successful, because thesame description applies toBradley Wiggins and Chris Hoy.It’ll be because he’s British,successful, young, cocky and,let’s face it, a bit gobby. Kids likethat sort of thing.

It’s not so much what hedoes, it’s the way he does it.Everyone knows that Jordancould play a mean game ofbasketball but what sold a zillionpairs of trainers were those slowmotion shots of him switchingthe ball from right to left hand

mid-jump. Similarly, while Cavnow holds the record of mostBritish Tour wins, the lingeringmemory is his grin and well-rehearsed sponsor-friendlyphone pose as he won.

While Cav’s mobile-phonetoting, Oakley-wavingshowboating might seem tomany to be a crass intrusion ofcold-hearted commercialisminto sport, what’s the bet thatyounger viewers thought thebest way to cross the line wasthe way he did it – first and in apair of expensive sunglasses?

So while Bradley Wiggins hasemerged as a born-again roadcyclist, and potential future Tourwinner, I’m not expecting to seeany kids playing ‘Wiggo’ downmy street. And although Sir ChrisHoy’s bran flakes ads have putcycling onto primetime viewing,colon-massaging cereals appealmore to parents than their kids.

Mouthing off about his rivalsdisrespecting him, sulking in

press conferences and getting alittle too over-excited for hisown good about his green jerseyprospects – Cavendish did themall at this year’s Tour. Of coursehe pouts and moans – he’s ayoung man.

And sure he’s cocky, but ifyou won as often as he did,wouldn’t you be?

THE FUTURE OF CYCLINGCavendish may never be theglobal phenomena that MichaelJordan was, but he couldcertainly be cycling’s equivalentof him. At just 24, this self-proclaimed press conference‘asshole’ projects enough don’t-give-a-crap attitude andbasketball-style razzamatazz togive a sport swamped incorporate sponsorship and lycra alittle bit of a rough edge. If that’swhat it takes to bring youngblood into the sport, then mayCav continue to do what he doesbest – sprint and act his age.

OFF THE RADAR

Cam Winstanley, editor of Procyclingmagazine, thinks a little bit of youthfuldisrespect couldn’t hurt cycling...


Winning andgrinning

“It’s interesting tosee a youngsterembacing a sporttraditionallylinked to an olderfan base.”

OVER IN the wilds of Thirsk inYorkshire, Zyro’s purpose-builtoffices and warehouse aretestament to the success of thefirm. Despite having only spentfive years at its current site,expectations have beenexceeded to such a degree thatthe company is already beingforced to look at a biggerwarehouse and larger offices tocope with growing demand.

In June, the distributor sawgrowth reach 36 per cent, andwent on to follow that up with a38 per cent rise in sales in July.Zyro is now the globe’s largestdistributor for many of itsbrands including Ashima,Bodyfit, Cateye, GenuineInnovations, Intake, Minoura,Panaracer, Tortec and – naturally– its biggest own brand Altura.

Zyro is also amongst thelargest of world customers forABUS and CamelBak outsidetheir individual home territories.

One member of the Zyroteam who has seen thecompany’s rise firsthand is salesdirector Andy Budd. He beganhis career in the bicycle industryafter taking a summer job as aframe builder, then went on to

work for a number of bikeretailers, including RobChappell’s ‘On Yer Bike’, andthen moved on to work withZyro’s joint MDs, Julie andSimon Ellison. Having been therefrom the beginning, Buddexplains that customercommunication has always beenthe bedrock at the distributor: “I

spend a week on the road everymonth and have probably visitedabout 80 per cent of all the bikeretailers in the UK and Ireland. Ithink it’s one of the reasons whyZyro has such a good feel forthe marketplace – we spend lotsof time listening to retailers.”

CHANGING CURRENCY Zyro’s recent impressiveperformance has backed theindustry’s recession-proofreputation. Budd explains: “We’reon track to reach our target for

the year despite the fact that atthe start of 2009 there wasmuch talk of the recession. Wehave found that retailers are stillgetting the footfall and thatsales have fared well.”

Budd adds: “We’ve seen realgrowth that hasn’t beendelivered just through priceincreases. June and July have

been up massively – with theformer up 36 per cent, and Julyup 38 per cent. And August isexpected to be up too.”

As the trade is only tooaware, wild currency fluctuationshave been a major obstacle toprice stability in the UK, andZyro has put plenty of resourceinto absorbing those changes:“While some of our rivals putprices up at various points, we’vetried to keep ours as steady aspossible. We have a goodrelationship with our retailers

and we’ve tried to help byabsorbing as much of thefluctuations as we can.”

The short-term costs havebeen high for Zyro: “It has costus £1.5 million to keep pricesstable. We appreciate thatrepricing is a huge job forretailers, and by taking awaysome of that burden we’reshowing support for customers.”

Budd believes Zyro’s set-uphas meant it’s been able tooffset price rises where othershaven’t: “We have no externalshareholders to worry about,which frees us up to support ourretailer partners. We have beenable to keep prices steady, whichhelps the consumer too. Whenthey see a product changingprice, I think they are put offbuying into it. Whilst we’ve hadto increase some prices, they’vebeen minimal – not just appliedto everything across the board.”

DRIVING GROWTH What is behind Zyro’s growth?Budd explains: “There’s more toit than selling. We work with ourcustomers and help with allthings like merchandising andstaff training. Listening is really

ZYRO INTERVIEW

A new deal withDahon, hittingtough sales targetsand brands at thecutting edge ofthe market. It’s allpart of thecontinuing successstory of Zyro.Jonathon Harkerspeaks to some ofthe key figures atthe distributor…


A to Zyro

“We’re on track to reach our target forthe year, despite that at the start of 2009there was plenty of talk of the recession.”

Andy Budd, Sales Director, Zyro

Left to right: Zyro’s AndyBudd, Jane Watson and

Chris Davis

ZYRO INTERVIEW

important; we try to help explainand educate them about newproducts and lines – not justclose another quick sell.

“Many of our brands havebeen driving growth, includingAltura, Cateye, Abus locks andhelmets, Ashima and PowerBar.And many of those haveperformed beyond expectations,particularly Abus, which is reallyrealising its potential now.” Buddadds: “You might think I would saythis, but I believe we have thebest team in the cycle industry.”

That team has recentlyexpanded, with the appointmentof senior commercial managerChris Davis. He switched to the cycle industry after a 12-year stint in the investmentmanagement sector: “Themomentum is there behind theindustry. With the Governmentand trade working in tandem,increased media coverage andthe good work of all theassociations, you can reallysense that change in the trade.”

Davis adds: “Last year our saleswere £20 million and this yearour target is £24 million andwe’re on target to achieve that.All brands are contributing to thatgrowth and we expect to have avery good Q3 and Q4, with verygood early indications for theautumn/winter sell-in.”

Davis reveals that Zyroconstantly raises the bar anddrives long-term expectations:“We’re aiming for a 30 millionturnover next year and then todouble that over the next threeto five years. Our medium termplans are to grow organicallyand to add key partners. Growthbrings challenges, but we’ve metthem in the past and will in thefuture. On average we’ve hit 20per cent plus growth annuallysince inception. While that’stough to maintain we’re buildingthe team and infrastructure toachieve it, withoutcompromising on providing thebest service to partners.”

“We work closely with ourbrand partners, having afocussed approach for each. It isa partnership built on trust,respect and investment on bothsides with the appropriateservice, sales and profitabilitythere for both. Our brandmanagement team is very

strong, commercially aware, andmade of enthusiasts –passionate about their brandsand the service they provide.”

BUSINESS GEMThe continuing successes haveled Zyro to expand its team,offices and warehouse, but thefirm is the first to admit that ithasn’t always shouted abouthow well it is doing.

Jane Watson, Zyro’s firstdedicated marketing manager,explains: “We’re now working topromote our brands and theZyro brand itself. It’s somethingZyro has been shy of doing inthe past. Zyro is definitely oneof the hidden gems in the trade.The company’s achievementsare incredible, and it’s now thelargest privately owned P&Afirm in the UK cycle trade. It hasthe feel of a family firm, butwith remarkable controls, justlike a corporate.”

After 11 months in the role,Watson has seen in the

introduction of brand newmarketing initiatives, includingThe Orange Pages – Zyro’s firstprinted trade catalogue:“Previously we’ve only issuedprice lists, but this year welaunched our first directory, TheOrange Pages. We believe it hasgrown sales over 10 per cent.The reaction has been so goodwe’re now issuing it biannually.”

Zyro’s online offering has alsobeen significantly ramped up,continues Jane: “The impendingB2B site will enhance ourservice. We still want to speak toour customers – it’s essential tohelp us understand the market.B2B offers out-of-hours orderservicing for retailers, in additionto phone, fax, email, face-to-face, and carrier pigeon!”

“The launch of the consumersite in April was a big thing forus. 83 per cent of visitors aredirect hits, not coming viasearch engines, and 72 per centare new visits browsingzyro.co.uk, which is impressive.”

Watson concludes: “We’re allvery passionate about cycling.We work hard, always strivingfor excellence and the next bigimprovement, investing hardcash as well as positive energyto make our partners proud towork with us.”


The bustlingwarehouse at Zyro

“We’re working closely with brands topush innovation, and educateinternational brands about UK markets.”

Chris Davis, Senior Commercial Manager, Zyro

EXPANSION during a recessionis no mean feat for any business.Though, despite the pound’sfreefall, Jim Walker has managedto do just that over the pastyear, and even broadened itsportfolio with several establishedbrands in the process. Livinglegend Eddie Merckx’s ownbrand was perhaps the icing onthe cake.

Long-time customers of JimWalker will remember a periodwhen the business cateredexclusively to the top-end roadmarket, specialising inlightweight, niche products aimedsquarely at the motivated cyclist.

Five years ago, current CEO IanWilson significantly invested inthe company, bringing with him afirm business background, builtup both in the UK and in HongKong, and plans to expand anddiversify, all the while stayingtrue to the heritage and

reputation the distributor hadearned within the cycle tradeover the years.

With Wilson’s arrival came anew era for the business –weighty investment in newproperty, new IT systems andnew people. It is the people thatmake the business, says Wilson:“Most of the guys here arecyclists, meaning each ispassionate and knowledgeableabout what they do. It’s reallygood for me to work among thisbunch. They’re an enthusiasticcrowd who really care aboutwhat they do.”

It was the sad loss of amember of staff to a braintumour earlier this year that hasreally united the company,explains Wilson: “Having lost ayoung member of staff to abrain tumour earlier this year,the business now donates aproportion of sales to cancer

charities, something which hasunited all our staff, in a cause webelieve in outside of the cyclebusiness, but something thathopefully our daily efforts canhelp with.”

The staff aren’t simplyenthusiasts, either. Some arecompetitors, including recentrecruit Jaco Erhlers, who hasbeen having a really successfulseason, taking a win on the Serrl

three-day stage race andbagging first place in the DragonRide as well. Wilson has also hada crack at competitionspreviously, including taking partin this year’s Etape, climbingMount Ventoux, before sufferingwhat he describes as the ‘motherof all bonks’ at Chalet Reynardon race day.

BACK TO BUSINESSSo what exactly is thecompany’s recent growthattributed to? Wilson tellsBikeBiz: “I am sure our firm’sperformance has been down tothe fact that we have tried tofind new and innovative ways toapproach doing business, beingmore professional and veryfocussed and commercial onwhat we do. We are just aboutto launch a really exciting newproject, which is going to beincredibly beneficial to all

dealers. It will be completelynew and innovative, and again, itis very much relationship drivenand rewards dealers for theircommitment and business. Therewill also be increasedpromotional support forparticipating dealers in-store,through our advertising and onour website.”

Wilson’s aspirations for astronger business presumablydon’t end here? “Who knowsquite what the future will bring.“It may be that we will addmore products to the portfolio,but only if they fit well with us.Maybe we will look at growing,through acquiring anotherbusiness that fits well with ours.Growth has to be for the rightreasons and not just for the sakeof it.”

With a shortage of top-endroad models in the UK atpresent, being approached by

Having trebled the company’s size in five yearsand hitting 50 per cent growth in difficult trading conditions this year, Jim Walker isconstantly hitting new peaks. But it’s not just thefinances reaching the pinnacle, as Mark Suttonfinds out…

Conqueringmountains

“Having lost amember of staff toa brain tumour, thebusiness donates aproportion of salesto cancer charities.”

Ian Wilson, CEO, Jim Walker

JIM WALKER


legendary road racer EddyMerckx with a view to distributehis brand in the UK must havebeen a dream come true for thebusiness, especially given thattwo 2010 models are set forearly delivery.

ROADIE RETAIL BOOSTED“It’s true. The demand is reallystrong, and the appeal of EddyMerckx is incredibly far reaching.The line has been completelyrevamped after receivingfinancial investment,” saysWilson. “We also had a strongstart this season with theaddition of Argon18, theCanadian bike brand. It hasa particularemphasis

on TT and is well known inthe triathalon and Ironmanmarkets. With great value andgreat performance, sales ofArgon18 have exceeded our ownexpectations, even for thebrand’s top road bikes, not justthe TT models. We sold outquickly, so orders for next seasonwere placed early and in muchbigger numbers.”

As part of the firm’s plans todiversify, Sunn Bicycles has beenbrought on board to offer dealersa freeride solution. Having beenunavailable in the UK for sometime, the brand has alsodiversified and is moving withemerging market trends, offeringboth city-suited bikes, downhillmodels, 4X race bikes and dirtjump builds.

One of the reasons behindoffering a more comprehensivecatalogue is simply down toWilson’s belief that there hasbeen a substantial increase inpeople turning to cycling.

“People want good kit to helpthem perform to the best oftheir abilities. There is a definiteincrease in people participatingin sportives; maybe the Etape istheir new challenge after havingturned to road cycling fromdoing XC mountain biking.

Obviously, events like the Londontriathlon are growing like crazyand maybe people are doingtriathlons as a challenge insteadof marathons.

HOLIDAY IN THE SUNN?“On the mountain

bike side, there is a definiteincrease in the number of Britsgoing abroad to the Alps for bikeholidays, just as they would forsnowboarding or skiing – which isa particularly key market for Sunnmountain bikes.”

With further investment in

high stock levels of each brand,dealers can be assured of asteady supply going forward.Wilson adds:“Obviously, wespend a lot

of time ensuring that we supplyquality products, then marketand promote them well to theconsumer.

“It is also important that webe commercial about what weoffer and so we also take a lot oftime to ensure that they arepriced well, ensuring our dealerscan make good margins on them.Then our dealers can haveconfidence that not only havewe selected our products to bedesirable, and they will sell-through, but also that they canmake good profits selling ourproducts.”Tel: 08707 528 777Web: www.i-ride.co.uk

JIM WALKER

“Demand is really strong, and theappeal of Eddy Merckx is incredible.The line’s been completely revampedafter receiving financial investment.”

Ian Wilson, CEO


The new range of Eddy Merckx road bikes

Jaco Erhlers: race winnerand Jim Walker staffer

The Jim Walkerheadquarters in East

Sussex

ZESTY – THE ALL-MOUNTAIN BIKE FROM LAPIERRE

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style riding, you can do anything with the Zesty. And with its new full carbon frame, the Zesty is 500g lighter

in its 2010 version. Enjoy!

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and check out what Lapierre has to offer for 2010!Visit Hotlines at the Cycle Show this year , Stand-A3

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SRAM has come a long way in arelatively short period of time.Created just over two decadesago in 1987 in Chicago, Illinois,after acquiring the Sachs BicycleComponents brand, the firm setup with just six employees andsold only 1,000 units.

Fast-forward four years andthe company grew to 60 peopleat its Chicago headquarters, andthe Taiwan factory wasestablished. From theintroduction of hugemanufacturing plants across theworld, including a 40,000 sq ftfacility in Carrick-on-Suir,Ireland, in 1995,the firm

reached an impressive 1,000employees worldwide in theyear 2000.

The company went on to pickup a number of brands from theindustry, including Rockshox in2002, Avid and Trativ a year laterand Zipp in 2008. SRAM Road’sGaetan Vetois explains how theyall fit under the SRAM umbrella:“It now incorporates five brands:SRAM, RockShox, Avid, Truvativand Zipp. Each brand representsa specific part of the overallSRAM range and theycomplement one another.

QUALITY PRODUCT“SRAM products includedrivetrain components and

wheels (derailleurs, shifters,cassette, chains, hub

gears, road wheels),while RockShox

caters forsuspension(forks andrear shocks),and Avidprovidesdisc and rimbrakes.

“Truvativincludes

cranksets, bars,seatposts and

stems (mostspecifically for MTB),

while Zipp is our road elitespecific brand with wheels,cranks, bars, stems andseatposts. As you can see, with abroad range of products, SRAMoffers a wide choice of qualityMTB and Road components tothe consumer, the dealer andthe OE manufacturer, dependingon their specific needs.”

SRAM’s commitment to be atthe forefront of cutting-edgedevelopments is key, as Vetoisexplains: “It is very important.SRAM wants to offer the bestpossible riding experience toevery cyclist enthusiast. In orderto accomplish that goal, oneneeds to look ahead and developnew technologies and excitingproducts.

“SRAM is a multiculturalcompany spread across theglobe with passionate cyclists asemployees. At SRAM, weunderstand cyclists and theirneed for quality andtechnologically advancedproducts.”

RAISING THE BARIn the UK, SRAM products arehandled by two distributors:“Fisher Outdoor carries thecomplete SRAM product rangeon Road and MTB (SRAM,RockShox, Avid and Truvativ),while Saddleback distributes the

Zipp range and the SRAM Roadproduct line (with the exceptionof SRAM wheels).”

Far from resting on its laurels,SRAM has a number ofdevelopments planned, as Vetoiselaborates: “Year after year,SRAM has developed its productranges significantly to offer agreat choice of components inthe MTB or Road worlds. Certaincategories such as road andwheels are still young within theSRAM Portfolio and have plentyof potential for growth andextension. SRAM will alwayslook for opportunities to offerthe best in class productsavailable in the cycling trade.”

In the meantime, SRAM isfirmly focused on its brand newXX ranges: “In May 2009, wepresented to the global mediathe first 2X10 speed MountainBike groupset with XX.

“That was the first step ofmany for XX. So for the next 12months we want to make sureeverybody knows how great theXX components are.”

No doubt that will be themessage from SRAM at thismonth’s trade event inFriedrichshafen: “SRAM willdefinitely be present at Eurobike.You can discover the latestproducts at our booth located inHall A3/201.”

BRAND SPOTLIGHT

SRAM on TourAlberto Contador might havebagged first place at thisyear’s Tour de France, butSRAM also managed to secureits own significantachievement, equipping thebikes of Andy Schleck andLance Armstrong andContador himself.

SRAM Red’saccomplishment is vindicationof quality, according to Vetois:“SRAM Red sweeping the Tourde France podium is definitelygreat news. It is also theconfirmation that SRAMproducts can perform at thehighest racing level, in thetoughest conditions and comeout on top.”

And high-profile successbreeds desirability at retail:“Over the last year in theUnited Kingdom, the demandfor SRAM Road products hasincreased significantly. Dealershave shown a great interest inSRAM Road products, and feelthe need to offer SRAMproducts in their stores. Morespecifically to the impact ofthe Tour de France on SRAMproduct demand at retail, it istoo early to extract concreteinformation. Nonetheless, weare confident that such asuccess is a clear qualitystatement and will keep themomentum going.”


Gearing upFresh from securing success at this year’s Tour de France, Gaetan Vetois talks toJonathon Harker about SRAM and gives him the inside track...

MYSTERY SHOPPER

Reading and ridingIn the heart of affluent RoyalBerkshire, Mystery Shopperinvestigates what the cycleretailers of county town Readinghave to offer riders in search ofthe latest cycle computers…

Reading

AW CyclesSITUATED on a lengthy parade of shops on a busythoroughfare leading into Reading, AW Cycles featuresan eye-catching store front with bike parking facilitiesoutside the shop.

AW Cycles – which has been established for over 25years – was bustling with customers and a vast array ofbikes on the day of Mystery Shopper’s visit. The sizeablerange of cycles and accessories were clearly labelledwith prices, and after circling the well-staffed store Iapproached the sales counter to ask about the shop’srange of cycle computers.

The salesperson showed me to the relevant display,and after asking for guidance on the type of cyclecomputer available, the staff member handed me afeature comparison chart which clearly listed eachmodel against its features.

The approachable staff member remained nearby toanswer further questions and provided a copy of thestore catalogue that I could take away with me,complete with details of the cycle computer rangesavailable and contact details for the store.

JJBJJB, based in the heart of Reading town centre, is splitonto three levels, and gives cycling a high profile.Outside the entrance a display of five or six modelswere the only products visible from outside the store,which is perhaps a measure of the sector’s increasingpull for customers.

A limited selection of bikes for juniors were locatedon the first floor, with the bulk of the offering on thesecond floor. All of the models on display benefited fromclear pricing and labelling, and all were priced towardsthe lower end of the market.

Mystery Shopper found that JJB did stock cyclecomputers, but, perhaps unsurprisingly for a store thatdedicates space to so many different sports, theselection was limited – to two models in this case. Bothof them were again at the value end of the market andentry level models. Mystery Shopper approached apassing sales assistant and asked if there were any moreavailable in store, or online. I was told that this wasunlikely and was, surprisingly, encouraged to head to arival national retailer for a wider selection of models.


MYSTERY SHOPPER


Action BikesACTION Cycles is another well located bike retailer,situated right in the retail centre of Reading. The shopmakes good use of the town’s many bike parkingfacilities with store advertisements attached to staticbikes in nearby bike parks.

Inside the shop, bike labelling was excellent, with keyfeatures and pricing listed clearly for browsing shoppers.After only a few moments in the store a sales assistantpro-actively approached me and offered help.

The staff member showed me to the cycle computerdisplay and without hesitating went on to explain thedifferences across the ranges – including the cadenceclick push-screen that can be easily operated even whenthe rider is wearing large gloves, and the wirelessversions available.

After talking me through the features unhurriedly, theknowledgeable staff member left me to browse thesizeable range. Boasting excellent advice and a greatselection of computers to choose from, MysteryShopper found Action Bikes to be one of the star storesof the day.

HalfordsIN a retail park close to Reading on the one-waysystem, Halfords was another retailer putting bikes tothe fore with a display outside the shop. Like manyother stores in the chain, the branch included a bike-dedicated mezzanine level with a good selection of bikesand accessories, all boasting great signage that listsfeatures and prices.

After walking around the mezzanine levelunapproached, I headed to the sales counter to askabout the cycle computer ranges available. Initially I waspointed towards the relevant products, but after goingon to ask for further help (interrupting a wheel fittingsession) the sales assistant showed me to the display.He explained that they were low on stock on the day,but were expecting new models to arrive in the week.The staff member went on to explain that some wirelessmodels suffer from interference.

He also advised that high-end devices are primarilyfor professional and semi-pro riders, and added thatmost amateurs would find devices that sport fewerfunctions adequate for use.

SummaryCYCLING enjoys a high profile in Reading, withplenty of cycle lanes and cycle parking facilitiesthroughout the town. With well-placed signspositioned near traffic hotspots encouragingcommuter to go by bike, the town council isclearly taking a pro-active role in encouragingcycling uptake. Mystery Shopper found that theuniversity town was well served with bicycleretailers, all of which provided at least a good level of service. Of particular note was ActionCycles – one of the star performers on the day.Berkshire Cycle Company was another highachiever, with both offering detailed informationwith little encouragement.

Berkshire Cycle CoBASED just outside Reading, Berkshire Cycle Company issituated near to a busy junction, with great signage anda cycle display outside the shop that is sure to attractattention from the steady stream of passers-by and commuters.

With plenty of staff on hand to help customers, thesizeable shop was stacked full of bicycles, which againwere well labelled. After browsing the store, MysteryShopper approached a sales assistant to ask about thestore’s range of cycle computers. The staff membershowed me the product line-up, which included a rangeof models, including wireless and wired devices.

The sales assistant took the time to go over thefeatures of the devices, praised the accuracy of wirelesscycle computers and answered questions. Theknowledgeable member of staff encouraged me to makea purchase without being pushy, and was more thanhappy to discuss the products in depth.

Berkshire Cycle Co was another store with a goodrange of relevant products, plus staff members happy totake the time to help prospective customers.

Cycle ZoneSITUATED in Earley – just outside the town centre, CycleZone is located on a parade of shops close to a busyjunction. Signage was again strong inside the store, andthere was a good range of bikes and accessoriesavailable on the day.

The sales assistant was busy serving a customer witha range of long queries at the time of Mystery Shopper’svisit. Despite that, the member of staff managed to fieldmy query and showed me to the retailer’s cyclecomputer range in between handling requests fromother customers. The busy store had a good selection ofcycle computers too, including high-end options circa£100 as well as lower priced entry-level models.

Despite being too busy to get the chance to go overthe features of the devices with me, the sales assistantwas friendly and seemingly pro-active. The depth ofinformation he was imparting to the customers he was serving at the time of the visit showed that he was happy to go into detail with potential cyclecustomers and answer questions to the satisfaction of shop visitors.

BIKEBIZ AWARDS 2009


The finalists... Ten categories, 53 companies and one month to go. Yournominations have been collected and the finalists for theBikeBiz Awards 2009 have been confirmed…

INDEPENDENT RETAILER� 18 Bikes, Derbyshire� Pennine Cycles, Bradford� Station Cycles, Cambridge� Condor Cycles, London� Rutland Cycling, Oakham

ONLINE RETAILER� Cycling Bargains� TfTuned� Tarty Bikes� Wiggle� Chain Reaction

HIGH STREET CHAIN� Evans� Halfords� Cycle Surgery� Cyclelife� Cycles UK

DISTRIBUTOR -BIKES� Silverfish� Hotlines� Jim Walker� Madison� Hot Wheels� Reece� Seventies

DISTRIBUTOR -PARTS & ACCESSORIES� Paligap� Zyro� Fisher Outdoors� Moore Large� Extra� 2Pure� Madison

CONSUMER MAGAZINE� Cycling Plus� Ride� The Ride Journal� Singletrack� CTC Cycle Magazine

CONSUMER WEBSITE� MPORA� Bikeradar� Road.cc� Bikerumor.com� Singletrack

MARKETING TEAM� Silverfish� Cannondale� Fisher Outdoors� Evans� Pashley� Madison� Raleigh

MANUFACTURER� Charge� Cannondale� KHE� Giant� Merida� Brompton� Hope

In association withAWARDS 2009

NOW THE lobbying period forthe nominees for the BikeBizAwards 2009 is over and thefinalists for these second-everindustry awards have beendecided.

One winner from eachcategory will receive a prize atthis year’s BikeBiz Awards2009, which will be live for thefirst time, in association withThe Cycle Show. The industry

Awards, officially partnered byCube and Citrus-Lime, will behanded out at a trade-onlydrinks reception on ThursdayOctober 8th at the Cycle Show2009 at Earls Court.

Now the finalists have beenrevealed, BikeBiz is puttingtogether a panel of 50 judgesfrom the trade to select theirrecommendations for eachcategory from the finalists

listed above. If you’d like to bepart of the judging processplease contact the BikeBizteam at [email protected] [email protected].

Cycle Show organiser UpperStreet Events will be choosingand presenting the final awardon the night – for Best CycleShow Stand.

Last year’s lucky winners

The fi rst 2x10 MTB group setSRAM®, RockShox®, Avid® and Truvativ® came together to create something even more powerful: the fi rst ever complete 2x10 MTB group set - XX™.

Brakes so powerful - shifting so fast - BB30 cranks so strong to withstand the highest level of World Cup racing - put together as a lightweight but fully featured package for anyone to experience a new level of perfomance under 2300g.

© 2009 SRAM, LLCXX information: www.sram.com/xx

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REGISTER FREE AT:cycleshow.co.uk/BikeBiz

WITH ambitions to become auniversal exhibition for all thingscycling, the Cycle Show has a lotto pack into Earls Court thisOctober. If the trade day is totempt retailers to shut up shopfor a day, the show must caterfor all sectors and offeropportunity for business link ups,a social environment and carrythe UK's most in demand brands.

From what BikeBiz has beenshown, this year's instalmentgoes further than ever to drawcrowds over the four days, withseminars, events and attractionsall tailored to the crowds.

Cycle's event director AndrewBrabazon tells BikeBiz: "We'veplaced huge focus on attractingthe female cyclist to the showthis year. From what researchhas shown us, 40 per cent of thecycle market are females, so weneed to provide plenty ofcontent to draw the fairer sex,something we feel this year'sshow achieves. As an example,we've commissionedCyclodelic's Amy Fleuriot togive inspiring female focusedtalks. There will also be women'sonly sessions on the test tracks."

Bike Tech is another of theexhibitors holding maintenancetraining exclusively for the girls.

It's not just 'half the market' theshow has sought to attracteither. As part of any ongoingdiversification into newterritories, Brabazon's team hassecured both Seventies andIMG, to further the show'sappeal to the 20-inch crowd.Then there's additions such asUltraMotor and GoCycle,bolstering the show's appeal tothose contemplating addingelectric bikes to their stable.

Last year the big-nameaddition was Madison; this yearHotlines has come on board forthe first time. Yet, one of the keyreasons the event is becomingan essential calendar date isdown to the fact currentexhibitors are not only returning,many are expanding theirpresence, effectively treating theshow with equal importance to'house shows'. For example, Jim

Walker and Madison have bothincreased their stand size in lightof the event's consistentlyincreasing popularity.

Another exhibitor first is theattendance of training academyThe Bike Doctor, which by thetime the show rolls around willhave been re-branded under theCycle-Systems moniker.

RETAIL TO REAP REWARDSCycle's popular Retail Zoneoperates slightly differently thisyear. As there is no mainsponsor, retailers offeringproduct within it are entitled tobring their own cash register,meaning 100 per cent of showtakings are processed throughthe exhibitors own system.What's more, the Zone is nolonger exclusively dedicated toclothing. As a response to showfeedback demanding lighting

product for sale, the organisershave allowed clothing,accessories (such as helmets andreflective gear) and lightingproduct to go on sale.The space in the Retail Zone ismostly taken, however, slots arestill available (at the time ofgoing to press). For enquiriesinto space, contact [email protected]

LET CYCLE ENTERTAIN YOUGiven that Earls Court is nowvirtually full to the brim withcycle content, organisers haveyet again managed to pack in aplethora of interactive content.Last year saw the debut of the'skate park' style course, onwhich professional names gavedemos to packed terraces.

Brabazon said of this year'splans: "Ride UK has put its nameto the course, which I think addslegitimacy to the event in theeyes of the younger BMX andjump markets. There's some

really huge names set to gracethe course this year too."

This year, the show gains a'manmade mountain' as part ofthe North Shore style test track.Those with a competitive edgeare also invited, by Sports ToursInternational, to take place intime trails on stand D28. Theseare the kind of trials where, inthe past, future cycling starshave been spotted. BritishCycling are in attendance too, sobe sure to train those legs up forsprinting before your visit.

Casual cyclists will also beable to view and test some ofthe latest complete bikes on theTfL sponsored test track.

WHY ATTEND?The diverse exhibitor list will,without doubt, feature one ormore of your store’s mainsuppliers, as well as upstart andestablished smaller brands.

Many exhibitors use the showas a launch and preview platformfor the coming season's product,while others use their presenceas an opportunity to meetcustomers and discuss their needs.

If you've yet to do so, head towww.cycleshow.co.uk/bikebiz forfree of charge entry for you andyour staff.

CYCLE SHOW PREVIEW

The UK’s largest cycle exhibition returns to Earls Court from October 8th to11th and is once again set tofill the floor with an unmissable show. Mark Sutton investigates why trade members should pre-registertheir attendance now…

It’s showtime!


This list is up to date at the time of going to press

CYCLE SHOW PREVIEW


2Stage Action Medical ResearchAmazing Wheels Amba MarketingAssist ATB Sales Batribike Bike EyeBikegreece Bionicon Bohle UKBromley Bike Brompton BYOcyclesCampagnolo Cannondale CarradiceCompany Z [Viner] Condor CordeeCotic Cube Bikes Cycleurope(Bianchi) Demon FrameworksDremefa BV Early Rider EnduraExodus Explore Extra Finale FigureEnigma Titanium Freeride FisherOutdoor Leisure FLI DistributionFolding Bike Hut / Deep Blue SkyGarmin Go Cycle Greyville GroundEffect Hope Technology HotlinesHunter Sports Italy Bike HotelsJeantex Jim Walker KCNC CleeCycles Koga Kool Stop Europe LyonMadison Mavic Memory MapMosquito Nemesis Pace PashleyPashley as Moulton Pearl IzumiPearsons Cycles PowacycleRedspokes Ryders EyewearSaddleback Satmap Scott SportSealskinz Shiner Sigma SpecializedSplit Second Sturmey Archer Sub-4Sugoi Torq Ultimate SportsEngineering Upgrade Vigour CorpWiggle Wildoo Windridge CiclismouTag / Bike It International SurfSales Yellow Veho No HillsBiketech Shuswap The Bike DoctorCape Town Cycle Tours TrustCycleaddiction AFEX Ana NichoolaCooper Bikes Spoke Shirt UtilityPolaris Seven Star Moore LargeVelo Vision SingleTrack CTC LCCFactory Media IPC Sustrans CycleScheme Tirol Marketing ServicesGmbH BikeBiz

Exhibitor list

CYCLE SHOW PREVIEW


TopShop success toschool trade on sellingto the fairer sex

October 8th-11th

AMY FLEURIOT, the designerbehind the Cyclodelic rangeis scheduled to give twohalf hour seminars on eachday of the show.

Beginning on the tradeexclusive day, Fleuriot willspeak alongside otherindustry and press,discussing how the tradecan make greater inroadsinto the female market andwhy it is necessary toencourage women in store.

The following day’stheme covers commuting,which includes nutrition,beauty on a bike and safecycling in the city. This isfollowed by tips oncompetitive cycling forfemales and, on the show'sclose, a family and leisurediscussion.

Cyclodelic will also beexhibiting at the show on

stand D11, where Fleuriotwill be on hand to offerbrief consultancy sessions.These will be for women ofall levels looking for friendlyexpert advice, whetherthey've never cycled beforeand don't know what biketo start off with or if they'dlike to upgrade, try outsomething new or just knowwhere to find the best kitfor their cycling style.

Bike Tech and The BikeDoctor will also be runningwomen-only maintenancesessions from their stands.Women can drop in atscheduled slots throughoutthe show for hands-onsessions for beginnersthrough to advancedsessions covering how to fixa puncture to replacingbrake cables and removinga bottom bracket.


CYCLE SHOW PREVIEW


Can you afford to miss out?Retailers need one hell of a reason to shut up shop for a day. For many it’s virtually unheard of. So whyshould store owners take a day or more out for the London Cycle Show? BBikeBiz delves deeper into theproduct due at this year’s show…

MadisonSHIMANO once again has a whopper ofa stand dedicated to the brand alone viadistributor Madison. Cycle will offer thefirst showing of the Di2 TT specific setup,already used to great success by BradleyWiggins. There will once again be a demobike equip with the new gear on theShimano stand open to trade and publictesting. The newUltegra 6700 groupsetwill also be on show forpeople to see.

There will also be aShimano Service Barwhereby members ofthe trade and publiccan ask techy questionsto trained Shimanotechnical experts. It'llutilise a deli-styleticketing system sopeople can browse the stand and avoidqueuing while waiting for their turn.

Furthermore, the new Athertonsignature range of race-orientated PROhandlebars, grips, stems, seatpost andsaddle will be unveiled for the first timeat the October show.

Likewise, a more burly ThomasVanderham freeride-orientated signature

PRO line consisting ofhandlebars, stems, seatpost, gripsand saddle will be unveiled forthe first time in the UK.

Depending on availability,there might also be a sneak peakof the new PRO Missile Evo TTaerobars, which were co-developed with Scott and alsosome prototype samples of MarkCavendish's signature handlebarand stem may be on show.Madison: 0208 385 3385

SugoiTHE SUGOI H.O.V. line for spring 2010has expanded dramatically since itsintroduction for Autumn 2009.

Human Operated Vehicle clothing is abike culture line, which exhibits relaxedsilhouettes and breathable fabrics thatlook as good in the office as they do inthe saddle.

One of the garments due to beunveiled at Cycle is the H.O.V. jacket forwomen. Costing £90 at retail, thewomen’s garment features a feminine,slim waist fit, combined with variousdetails such as three front pockets, a highcollar and adjustable cuffs to reflectiveaccents for added visibility. Made fromdurable yet breathable Mobil Carbonfabric, the jacket combines technicalperformance with casual city style.

The brand's yet-to-be-seen Pistoncollection will also be on show. Centredon the brand new Piston fabrictechnology, the polyamide-basedmaterials used boast the lowest weight

per squareinch availablein warp-knitcompression fabric. Engineered throughZone Construction, each item of thePiston series provides balanced graduatedcompression at the recommendedcompression values for athletic purposesranging between 5 to 15 mm Hg.Sugoi: +49 7141 2421362

SigmaDUE to be unveiled at both Cycle andEurobike, Sigma's new generation of cyclecomputers, the aptly-named TopLine, areboth functional and sleekly designed.

Some of the highlights of the new rangeare: The larger and therefore more easilyreadable display, the ergonomic designof the keys, the user-friendly menunavigation, as well as an improvedand extremely stable digitallyencoded, three-channel wirelessSigma Transmission System.

The Topline modelsprovide to-the-pointanswers for each andevery level of cyclist. TheBC 509 is in the first runfor families, children, city

bikers, commuters and hobby bikers. Formore demanding hobby bikers, the firm isto present the models BC 1009 and BC1009 STS, and for competition bikers theBC 1609 and the BC 1609 STS. The modelBC 1909 HR is suitable for the requirementsof all fitness-oriented bikers who, amongother things, need accurate heart rate andcadence measurements. Bikers who are at

home in the mountains and lovealtitude, will find acompanion in the BC2209 MHR thanks toits integral, high-

resolution barometricpressure measurement,

complete with threealtitude measurement

functions.Sigma: 01692 650673

VehoAS revealed in last month’s BikeBiz,consumer electronics brand Veho iscoming to the Cycle Show this year.While the firm’s product traditionallyretails in the likes of HMV, Maplinsand Currys, its latest product – theMuvi micro DV Camcorder isprimed for cyclists.

The Muvi is, according to thefirm, officially the smallest sportscamcorder in the world.Recording in two mega pixel AVIfile format at 640x480resolution despite its diminutivenature, the cam is perfect forrecording cycle exploits forlater uploading to YouTube. Itstores files on an included2GB Micro SD card and has amaximum capacity of 8GB.Optional extras include acycle mounting kit. Veho: 08712 717780


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CYCLE SHOW PREVIEW



Bohle UK BOHLE UK will be showing off a bundleof new products at the Earls Court show,including the Schwalbe Kid Plus tyre –new for 2010. The new tyre uses well-proven puncture protection technologythat’s based on the SmartGuard principleof Marathon Plus. And not only isSchwalbe packing in a high level ofpuncture protection for this Kids Plustyre, but its also using the ‘Black ‘n’ Roll’rubber compound – used by theMarathon Plus wheelchair tyres –meaning that unsightly skid marks onhall floors are a thing of the past.They’ll be sized 12 x 1.75 (47-203).

Also from the firm is the Dirty Dan– an all-new Mud tyre fromSchwalbe. Replacing the renownedBlack Shark Mud, the Dirty Dan isavailable as a XC version 26 x 2.00and a DH version 26 x 2.35 in thesuper sticky Gooey Glooeycompound on top of the special 2x 67 tpi downhill carcass. The talltread blocks bite into the softmud and loose terrain and withthe large gaps providing thenecessary self-cleaning andbraking traction. Meanwhile,specially angled side treadknobs ensure maximum gripfor high speed cornering. Bohle: 01952 602680

Jim WalkerRETAILERS seeking new bike brandsshould definitely swing by the JimWalker stand. The distributor will bebringing its two latest signings – EddyMerckx Bikes and SUNN mountain bikes.legendary racer Merckx will be availableto meet dealers on the trade day and isopen to questions about the builds.

Company MD Ian Wilson tells BikeBiz:"Additionally, the London show tradedays will see the official launch of the

new 'JW d-ler' programme. Thisprogramme will give dealers the benefitsof getting special stockist pricesthroughout the season, plus even morebeneficial prices on brand packs thatthey stock-in by committing to aminimum amount.There will also be anew highly incentivised rebate schemefor dealers who are stocking-in a certainrange of the JW products from theirportfolio. Watch out for the new TradeBook available at the show."Jim Walkers: 08707 528 777

FisherOutdoorLeisureTHE Herts-based distributor willhave a commute-themedexhibition stand at this year’scycle show. Focusing on allthings commuter, there will be awide range of products ondisplay including the newBspoke accessory range, newcommuter helmets from Met,Smart Lunar and Polaris lightsand the Hybrid bikes from theNorco VFR range.Fisher Outdoor: 01727 798345

THE LONDON press launch, inmid-July, for hip British bikebrand Charge – run by NickLarsen and owned by HotWheels – was attended by thekind of mainstream media thatbigger, older, richer bike brandswould kill for.

Charge attracts big-hitternewspaper journalists and Asianlifestyle magazines because it’sstylish and has a cult following.Soho graphic designers can befined if they aren’t seen ridingaround on Charge fixies.

The brand is at the cutting-edge of colourways, graphicdesign and street fashion.However, it’s not a ten-dealerbrand, it’s available in 170-plusbike shops, like Brick Lane Bikesof London, Evans Cycles, andWiggle.co.uk.

Want to advertise yourcoolness? Slap a Charge sticker onyour window and stock the bikesand the accessories (who canresist a saddle called Spoon?).

Charge founder Nick Larsen, isvery much in demand. On hisTwitter feed he wrote: “AJapanese fashion mag wants meto choose my favourite Breitlingwatch for a feature.” It’s thisresonance with the hip crowdthat’s propelling Charge into themainstream. BikeBiz went alongto its all-day press launch wherefew bike media types werethere. It was a launch fornewpapers and the style media.

A press invite from Chargecomes with gifts. In London, the

media got Knog ‘hipster cyst’lights and other cool stuff. AtEurobike, the press pack includedlimited edition Vans/Chargeshoes, bottles of Charge beerfrom Bath Ales, samples from itsnew clothing brand, streetclothing from designer JeffGriffin, and a variety of 2010bike accessories.

This amount of schwag isn’tpure brand bribery. The Chargeproduct range, and the way itsstory is told, means the brand islike the cool kid you want tohang out with.

When Charge appointed a PRcompany, it didn’t appoint aflash London boutique agency.Instead it elevated two of itssponsored riders, Juliet Elliottand Posy Dixon. At the Londonpress launch, they – and thecachet that is Charge – attractedthe kind of magazines andjournalists that most bike brandswouldn’t get in a million years.

Some confirmed visitors thatday were: The Independent, Zest,Observer Magazine, Japanese stylemags, Men’s Health, Health andFitness, Wired, Exit, Telegraph, TheTimes, and the Financial Times.

Charge was formed with HotWheels in November 2004, afterLarsen worked with theBournemouth business on its GTand Mongoose team. Back then,he had a clothing brand anddesign consultancy called GateEight. Prior to that, he workedfor Pashley for six years, wherehe was responsible for its entry

into the bike scene. He got thisjob while doing an industrialdesign degree at Brunel University.

The link up with Hot Wheelsmakes sense. The Merry brothershave reps, money and adistribution network; Larsen hasthe marketing and design savvy.

Last year’s show stand was abeautifully distressedlaunderette; this year’s Eurobikestand was an English pub.

Charge’s products are notalways available. “We’ve alwayshad a lack of stock,” admitsLarsen. “We’ve always sold out.”When stock’s here, it’s snappedup, and not just by bikeenthusiasts: “A lot of peopleattracted to Charge aren’tcyclists to start off with,” headds. “The Plug sold well tosnowboarders and skateboarders,but not cyclists per se. Wepushed lots of new customers tobike shops.”

Larsen is embedded in thebike trade – he quit a two yearfurniture design job because he“missed bikes too much,” sayshis LinkedIn profile – but he’s aleader not a follower.

“I’ve always taken inspirationfrom areas other than the worldof bikes. When I was designingthe saddles, I looked at skateshoes, not other bike saddles.”

Charge isn’t just a domestichit, it is distributed in Australia,USA, Germany, Switzerland,Spain and Taiwan. Naturally, as acult brand, it’s distributed inJapan, but in a coals toNewcastle sort of way.

With the expansion of therange, including city cruisers formen and women, plenty ofgeared bikes, and the addition ofa clothing sub-brand, Charge ispowering ahead. But don’t justtake my word for it, read allabout it in mainstream press.

CHARGE PROFILE


Chargeplugs intonon-bikemediaChic, zeitgeisty and with a dreamboatpalette, Charge is a cult bike brandthat hooks the style press and wowsthe in-crowd. Carlton Reid goesalong for the ride...

“The Plug sold well to snowboardersand skateboarders, not cyclists. Wepushed lots of new customers to bikeshops.”

Nick Larsen, Charge Bikes MD

Eurobike attendees will beable to sample Charge’s‘Gem’ beer

SCOTT USA PROFILE


The buzz phrase in the US bike industry is ‘static is the new up’.Bike sales are soft, but at least US firms know the numbers, asScott USA’s Scott Montgomery tells Carlton Reid...

SCOTT USA is not American, it’sSwiss. The company started lifein Sun Valley, Idaho (as a makerof aluminium ski poles), but afew mergers later it came intoprivate Swiss ownership and hasstayed there. For many years, thefirm had no representation inAmerica until Scott Montgomeryset it up five years ago.

Montgomery is not linked tothe company name, and furtheradding to the confusion, he isnot related to Scott USA’s USmarketing manager AdrianMontgomery, either.

ALL MONTGOMERYScott Montgomery’s fatherfounded Cannondale, andappointed him as second-in-command right through theglory days of the 1980s andearly 1990s. He was involved informing the richest ever MTBteam, Volvo-Cannondale; andsigned the pay cheques of therichest ever MTB racers, TinkerJuarez and Missy Giove.

When he established theScott brand in the US, it gaineda foothold in dealers with thetop of the range CR1, Dura Aceequipped, sold on its lightness.The equally innovative GeniusMTB could not be sold in the USbecause of a bitter patentdispute with Specialized (oversuspension, naturally).

Now, the US branch of ScottUSA has 30 per cent of the SKUsavailable, and is introducing newlines gradually.

Montgomery is happy to takethe SKU expansion slowly,especially as the recession hasseen a massive drop in sales forbike companies. He is upbeatabout the future, and knows theexact dimensions of thesoftening. This is because US bikecompanies share their sales statsanonymously, via a third party.Something the UK bike trade has

long talked about, yet neversuccessfully actioned long-term.

SLOWING DOWNMontgomery sits on the boardof the Bicycle ProductsSuppliers’ Association, BPSA.He’s intimate with theaggregated numbers of what’sselling in the US, and what’s not.

“Since the end of September[2008], the consumer has beenin scared mode. Anythingconsidered on the discretionaryor extravagent side has beensoft,” said Mongomery.

“Sales of bikes below $3,000retail have been good and stable,but what’s really surprised us isthe drop-off in sales of $3,000 to$7,000 bikes.”

GOING GLOBAL“Urban is the strong point. Webudgeted for double digit growthand that’s met our expectations.Our sportster, the Sub series, hasbeen a bright point for us.

“Global marketing benefits us alot. New product development ismore of a negotiation. Sometimeswe go with a more Germanicspec, and sometimes with a moreAnglo one. It comes down to thedominant category of themoment. If we have strongerAnglo sales – a good examplewould be riser bars on hardtails –then that’s the spec we go with.

“It’s also beneficial in otherAnglo markets for the group:New Zealand, Canada, Australiaand the UK. The balancebetween Anglo and Germanic isevening out, which is good forthe group as a whole.

“The US branch of Scott isgrowing. We’re pleased to saywe’ve gone from zero to 600dealers in five years.

“Even though it’s a recession,we’ve been able to see modestgrowth. We added 11 dealerslast month, and 15 this month.

So, even though store sales aredown for US companies, if youadd quality distribution, thenyou can experience growth.”

Being able to measure themarket is key. “I’ve been doing thecalculations recently, and there are76 ‘legitimate’ brands of bicycleavailable in the US. In Europe,there are well over 100, perhapseven as many as 130.

“Forty of the 76 arecontributing their monthlystatistics to the BPSA. We allsend our numbers in to a thirdparty auditing company, andthey give us the numbers backas a whole. I don’t know whatTrek sells, and Trek doesn’t knowwhat we sell, but we have anaggregate total.

“We know that inventory’s upat the supplier level, by as muchas fifty per cent. This isdisappointing, yetunderstandable, because as theconsumer pushes back, so doesthe dealer. So, for the first timein a long time, there’s moreinventory than we’d like. On thebright side, the Americancompanies have stopped theearly introduction of productthat had become commonplacefor April, May, and June, and isgoing back to a more historicalSeptember and October.

“By the end of the summerwe’ll see the excess cleared out,and a late start to the 2010product year.

“If the consumer has moneyto spend, they are in a strongposition and can ask for greatdeals. That’s hard on retailersand suppliers. This won’t changeany time soon, at least not atthe high-end.

“For urban products, wheredemand is strong, it’s different. Ithink we have a lot to learnfrom Europeans on our use ofoil. When we do, this will begreat for the bike trade.”

“Sales of bikes below $3,000 retailhave been good and stable, but what’sreally surprised us is the drop-off insales of $3,000 to $7,000 bikes.”

Scott Montgomery, Scott USA

Great Scott

Left to right: Scott Montgomery and Adrian Montgomery,key figureheads at Scott USA

THE arrival of the new Europeanbicycle standards have been thecause of some confusion in thecycle trade, following aprotracted introduction to thetrade with extended deadlines.

As BikeBiz revealed lastmonth, Halfords is alreadypreparing its ranges for theimpending legislation changes.

Chris Hall, Halford’s head ofquality assurance and productcompliance shares his view:“The EU standards have longbeen planned to supercede thecurrent UK-specific bicycleproduct safety standard BS6102 Part 1.”

The process behind itsintroduction is quite complex, asHall explains: “The mechanismfor bringing the EN standardsinto UK law is for Parliament torevise the Pedal Bicycle SafetyRegulations, removing therequirement for BS 6102compliance. The new regulationswill not refer to a specificstandard, but require compliancewith the EN standards under theGeneral Product SafetyRegulations – GPSR.

“The new legislation in theUK, as in most of the rest of theEU, will rely upon GPSR. In mostcases these regulations requirethe use of the higheststandards. However, in the case

of bikes, the EN standards arespecifically included in a list ofstandards required to meetGPSR, which has been publishedby the Commission. This ineffect makes them mandatoryacross the EU. By using themechanism the UK law will nothave to be revised when thestandards are changed. Forexample a new BMX ENstandard is currently beingdrafted.”

EN: WHO BENEFITS? Hall believes that the ultimatebeneficiary will be consumers:“The new EN standards takeforward the requirements forthe safety and durability ofbikes. Better brakingperformance of all cycles isrequired, varying according toeach individual standard, whichare each designed for specifictypes of bike. In the case ofbikes for young children bothfront and rear brakes are nowrequired. Key parts of the bike –frame, forks, drive-train, wheelsand handlebar assemblies –need to withstand strength andfatigue testing, simulating verysevere real-life usage.”

The standards even provideeducation for riders: “A morecomprehensive owners manualis also required, giving clear

information to the customerabout their new cycle andencouraging them to look aftertheir cycle and understand thebenefits of EN-required featureshelping them get the most outof their purchase.”

Halfords is a keen advocateof the introduction of thestandards: “As the number oneUK and ROI bike retailer,Halfords is keen to adopt themost stringent quality andsafety standards, and pass thesebenefits onto the customer. Wefeel we have a duty toimplement the most rigorousstandards on the market, eventhough they may not yetstrictly be required by law.

HALFORDS TACKLES THESTANDARD “Our existing internalstandards incorporate therequirements of the EN bikestandards and additionalrequirements that we have builtup with long experienceof working with ournetwork of storespecialists.”

All of Halfords’cycle range willcomply with thenew standardsahead of thedeadline. “We

began our EN developmentprogramme in 2007, beginningwith our own brands, Apollo andCarrera, and kids’ bikes (lessthan 18-inch wheels),” saysHall. “New cycles in theseranges were fully compliant tothe relevant EN standard. Thesewere launched onto the marketin 2007, when we were able toclaim the first range of kids’bikes to be fully EN compliant.Also, at least 85 per cent of ourother ranges are already EN-compliant.”

Hall concludes: “Our desire toapply stringent quality andsafety standards to our cycles isemphasised by Halfords’ freebuild and safety check, followedby a free six-week service.Ultimately, the customerreceives peace-of-mind.”

BICYCLE LEGISLATION


New bicycle legislation from Europehas been a long time coming.Jonathon Harker speaks withHalfords’ Chris Hall to shed light on thenew regulations, and to explain howthe retail giant is tackling them…

Setting the standard

CARRERA: A brandthat is already EN

compliant

“Theseregulations willrequire the use ofthe higheststandards.Ultimately, thecustomer receivespeace-of-mind.”Chris Hall, Halfords

ANDREW COUTANT �SPORTS clothing manufacturerSugoi has hired Andrew Coutantfor the role of vice president fordesign and development.

Coutant joins Sugoi with astrong 20-year background in theoutdoor and athletic industry,most recently with Brooks Sportsas the director of research anddevelopment.

In 2002 Coutant held theproduct development managertitle at ASICS in California.Looking after apparel andaccessories, he played a key rolein winning the Fleet Feet ApparelVendor of the Year award twiceduring his five-year employment.

Stan Mavis, president of Sugoicommented: “It is a pleasure tohave Andy Coutant join the Sugoiteam. His wealth of experience in

increasing quality controlstandards, driving innovation,strengthening price positioningon apparel and delivering awardwinning lines will be key toSugoi’s future success.”

The sports clothing firm hasalso made a string ofappointments to strengthen itsEuropean sales force. The newappointments all come fromelsewhere within Dorel'sRecreational and Leisure segmentand all have a track record withinthe bike industry.

JOHN CLARE � JJB SPORTShas taken on John Clare as seniorindependent non-executivedirector.

John Clare (CBE) served as thechief executive officer of DSGInternational from 1994 to

September 2007, having joinedDSG as marketing director in1986 and serving as managingdirector of Dixons Stores Groupfrom 1988 to 1992 and as group managing director of DSGInternational plc from 1992 to 1994.

Clare also serves as Chairmanof Jobcentre Plus (part of theDepartment of Work andPensions). In 2005, he wasawarded a CBE for services to theNational Employment Panel.

Commenting on theappointment, Sir David JonesCBE, executive chairman at JJBsaid: "It is with great pleasurethat we announced Clare'sappointment to the board. Toappoint a senior independentnon-executive director withJohn's wealth of experience in

'UK PLC' and UK retailing is avery positive move for JJB and itsshareholders.

“To attract someone of John'scalibre to this position is alsotestament to his and our belief inJJB Sports' successful future."

MARCUS SCHNEIDER �MARCUS Schneider has beenpromoted to category managerfor performance comfort withinSram's IGH segment. Schneiderwill now be responsible for thewhole range of SRAM urban andtrekking products.

For the past two years, his rolehas been serving as productmanager in Schweinfurt, wherehe was in charge of a number ofdifferent Sram groups: Via,Torpedo, i-Motion 9, i-Motion 3,DualDrive, S7, P5 and T3.

On-the-road reps added to bolster territory coverage � Sugoi also adds to European work force

Hotlines boosts sales team as biz grows


PEOPLE AND RECRUITMENT

Send your recruitment news [email protected]

Marcus Schneider

Before taking on his role atSram, Schneider worked as aproduct manager for Winora forseven years.

“We are excited to haveMarcus leading this productcategory. His industryperspective and experience willadd significant value to ourefforts to revive this category,“said Mike Mercuri, vice presidentof product management andmarketing.

“We look forward to newchanges and growth in the IGHcategory over the next three tofive years.“

SIMON RALPH � HOTLINES’new South East account manageris Simon Ralph.

Ralph has a 20-plus year salestrack record within the lifestyle,

outdoor and cycle industry. Hebrings years of on-road sales andmanagement experience to theever-growing brand portfolio ofHotlines.

Speaking to BikeBiz, Ralphsaid: “I am thrilled at thisopportunity to join Hotlines asthey are the UK’s and Europe’sfastest growing bicycledistribution company. Havingbrands such as Lapierre, Electraand NS Bikes to represent withsuch high profiles will make mytasks fascinating” [email protected]

DIETER PULLAN � DIETERPullan joins the Hotlines teamafter several years with Extra.

He’s been riding and racing forthe last 17 years, and has spentthe last ten years working in bike

retail and distribution. He’s beenemployed as part of theexpansion of the Hotlines teamto provide additional support todealers in the North East and toensure that Hotlines continues tooffer great quality service anddealer support.

Apart from his obvious loveof bikes in general, Pullan has anunhealthy obsession with retro-bike renovations. [email protected]

CHRISTIAN TOMLINSON �HOTLINES third hire takes on therole of account manager for thesouth-west. Pictured alongsideone of three new Hotlines vans,Christian Tomlinson has beenworking in the trade for over 18years and riding mountain bikessince 1988.

Tomlinson comes to Hotlineswith a strong history in cycleretailing and is looking forwardto seeing things from ‘the otherside of the fence’. [email protected]

KAREN DAVIDSON � LASTof distributor’s appointments,Karen Davidson has joinedHotlines to assume responsibilityfor credit control.

Coming to the role with 19years credit control experiencegained throughout various typesof companies, ranging fromGovernment agencies to mobilephone companies, Karen’s brief isto ensure that all Hotlines’ creditaccounts are managedappropriately, and to ensure thesmooth running of the creditcontrol department.

PEOPLE AND RECRUITMENT


People & Recruitment is Sponsored by Halfords

Christian Tomlinson

Dieter Pullan

RETAIL ONLY

IN THIS MONTH’S ISSUEDEALER PROFILE 48Jonathon Harker talks to online retail giant Wiggle about theperks of online retail.

KIDS’ BIKES AND ACCESSORIES 51Choosing a child’s first bike can be tough for the parent andretailer alike. BikeBiz makes things a little simpler on page 51.

NEW PRODUCTS 56Windwave has taken stock of Marzocchi’s latest forks, as well asthe first shipments of FSA Gravity product. More on page 56.

RETAILCOMMENT

The trade’s guide to the best customer service, up-and-coming IBDs and the hottest products

IF PREVIOUSLY you’ve been hesitant to make the trip toLondon’s Cycle Show, this year is without doubt, 100 percent unmissable, no matter what cycling discipline youfavour. Even if you despise bikes, but love the business, thisyear’s trade day offers a plethora of reasons to get stuckin. Here’s just a few:Conquering new markets: It has always been the show’sgoal to be attractive to each and every niche, fromunicycles to tandems and beyond. And this year thepresence of several electric bike and BMX exhibitors takethe show’s organisers much closer to being trulyuniversally attractive. That leads me onto...New exhibitors and expansion: Event director AndrewBrabazon confesses to having a hit list of companies he’dlove to see book space. This year his list has got a littlesmaller with the signing of Hotlines, Seventies, IMG,

GoCycle, Cyclodelic and Cooper Bikes, among others. Ofcourse, there are still brands to come on board, but thenagain, there’s still space on the floorplan and the showconsistantly gains more appeal by the year.

It’s worth noting too, that several distributors havedoubled, tripled and in one case – quadrupled their floorspace year-on-year. Most of this is on the back of portfolioinvestments. Is it foolish to conclude the bike trade skippedover the recession with only a few stock shortages tocomplain about?Interactive features and investments: Having cruisedaround the test tracks each year I’ve been in attendance,each did seem to be lacking in thrills (probably forinsurance reasons...). However, this year the North Shoreinspired test track features a man-made mountain! Tell methat doesn’t instantly up the show’s appeal!

The ramps also return and will once again no doubthave the terraces filled. This time around, rider input hasgone into the course design. You should see the list ofriders set to grace the course too; the names featuredalone are enough to draw crowds.Retail Zone banks 100 per cent of the takings: Thisfeature may be geared toward the consumer. However, forthe first time in the show’s history, those companies sellingwithin are entitled to 100 per cent of the takings withpermission granted to bring your own till. What’s more,sale product is no longer limited to clothing, helmets andaccessories; retailers may now offer lighting gear.

If you’re in the trade, don’t forget to pre-register atwww.cycleshow.co.uk/bikebiz

[email protected]

“Cycle’s event director confesses tohaving an ‘exhibitor hit-list.’ Thisyear that list is a whole lot smaller.”

UP CLOSE AND PERSONAL: Cycle offers retailers the chance totalk to the names behind the brand

Have you seen any sectorsoutperform others over thepast months? It’s pleasing to note that we aregrowing steadily across the boardeven in our traditionally non-core areas, such as swimmingand running.

Are you being affected bystock shortages? With some suppliers. However,we can always go and sourceelsewhere if stock is in shortsupply in the UK.

What are the biggest challengesover the next six months?Deciding which advancementswe want to make first. We arealways trying to improve ourcustomers’ experience and offerthe best possible deals onproducts that they really want tobuy. There is a myriad of globalopportunities out there, and weneed to make sure we focus onthe best ones. We have recentlytranslated the site into French,German, Spanish and Japanese,but we have a fresh set ofchallenges to manage allmultilingual promotions!

Are there any challenges youare facing that are specific toonline traders?

Retail is more fair online. Youcannot be easily swayed by thepersonal opinion of a salesassistant. Brands that already doa good job of marketing andproviding sales support have anadvantage over brands that relyon word-of-mouth support.

However, bad news travelsvery fast on the internet. If you

get slated in the forums for aperceived poor product orservice, you never get the salesback. However, we have usedthis to our advantage bycollecting customers’ reviewsand testimonials that we featureacross the site, allowing us tostand by our reputation.

With regards to the customerreview section – how haveconsumers responded to it? The response to the section hasbeen enormous. We had over15,000 reviews in the first fourweeks, and we now have had

over 30,000. We think they make very interesting reading.Not all of the reviews that aresubmitted make it onto the siteas we have to reject about tenper cent for profanity, or becausethey are not relevant to theproduct. There is already anoticeable effect on sales; onereview doesn’t make a huge

difference, but two or moredefinitely influence purchasingdecision.

Wiggle has dedicated sectionsof the site for the Triathlonand Women’s sectors – howhave those markets performedin recent months? Triathlon continues to grow year-on-year at a steady rate.Women’s clothing has increaseddramatically this summer but isstill only a small part of overallclothing sales. By 2010, ouroffering for women will havesignificantly improved, which

I’m sure will lead to even further growth.

What are the short and longterm ambitions for Wiggle?At the moment we only haveone plan – to become theleading global online cycling site.We have been the UK’s numberone (by site traffic, as monitoredby Hitwise) since 2006, and nowwe have increased ourdistribution to over 70 countries.We want to be number onearound the world.

Our short term plan issignificantly improving sales inkey European countries, as wellas the US and Australia, whichgoes hand in hand with our longterm ambitions. For the last twomonths we have been thenumber one online cycling shopin Australia with the most traffic(from Hitwise data), so we arelooking to continue that successaround the globe.

Is there anything else you’dlike to add? Without being too clichéd, wewould like to thank all of ourcustomers, as they continue toshop, spread the word andrecommend us. They are themajor driving force for where weare today.

DEALER PROFILE

Wiggle

Perfect 10


It’s been an impressive first decade of business for online retailer Wiggle, now with staff numbering 100and a retail offering selling to a staggering 70 countries. Jonathon Harker asks Wiggle’s websitemanager Steve Mills how it feels to be ten…

THE current economic climate isnever far from the headlines, buthas it managed to dent Wiggle’sanniversary year? Mills tellsBikeBiz: “We can never knowwhat the last 12 months wouldhave been like without a globalrecession, but we’ve mademajor increases to our productcatalogue, made numerousimprovements to the websiteand increased our worldwidedistribution from 15 countriesto 70. All these improvementshave resulted in our best everyear, where we are seeingdouble-digit growth in our UKand overseas markets.

“July’s results exceeded allexpectations. Traffic was up 81per cent on the same month lastyear. We knew July would bebusy, as it’s a key month with theTour de France, but to be over 80per cent up is truly fantastic.

“It’s a testament to all thehard work everyone at Wiggle hasbeen doing with new brands andproducts, worldwide expansion,site translation, user generatedreviews, improved SEO, socialnetwork initiatives and highlytargeted PPC campaigns, which isall underlined by a new pricingstrategy to offer all customers.”

Soaring salesonline

Email: [email protected] Web: www.wiggle.co.uk

“At the moment we only have oneplan – to become the leading global

online cycling site.”

CHILDREN’S BIKES AND ACCESSORIES

Moore LargeQUALITY of specification, bright coloursand stunning graphics make Bumperpavement bikes a serious contender inthe 'my first bike' category. The keymodels are available in all four popular'Pavement' wheel sizes, which enabledealers to maximise sales whileminimising precious shop floor spacecoverage.

The range consists of five boys andfive girls models and maintains the flowof best sellers like the Firepower and

Commando for the boys and Starlet andSparkle girls bikes, which have all beenupdated with new graphics andadditional features. Fresh new modelsinclude a 'Nurse' girl's bike in 14 and16-inch wheel sizes and a completelyrevamped Stuntrider BMX, available in14, 16 and 18-inch wheel options.

Bumpers are built like bikes and notlike toys with a full ball bearingspecification, V-brakes on 14-inchmodels and above, alloy rims on all 16and 18-inch wheel models andstabilisers fitted as standard to all 12, 14and 16-inch wheel models, excluding

the Stuntrider BMX, which has rearstunt pegs. Additional selling featuresinclude a rear storage box on all boys’bikes and either a box or dolly carrier onthe girls’ models. Front bags, handlebarBMX pad sets and handlebar streamerscontinue as standard features.

Bumper bikes are distributedexclusively in the UK by Moore Largewith the complete new range in stockand available now. The 2010 brochureand trade price list can be requested bycalling the Moore Large sales team on01332 274252 or by email [email protected]


Child’splayIn what can be a treacherous sector tocompete in, the kids’ bike market hasplenty of choice should you choose tocommit to stock. MMark Sutton documentssome of the key products to reach themarket this year...

John CraneKids can do away with stabilisersaltogether if they have honed theirbalance skills first, that's why a balancebike is the ideal way to learn to ride abike for most toddlers.

This is why John Crane has added yetanother colourway to its First Bikecollection from Branching Out. There arenow three versions available: the FirstBike in pink is decorated in hearts andflowers and is ideal for little girls, whileyoung speedsters will favour the smartracing red version. The new addition forthis year, is the First Bike in royal blue.

Each First Bike has a padded seat toensure a comfortable ride and both comewith easy grip handlebars ideal for littlefingers. Plus, the chunky pneumatic tyresnot only mean a safe ride, but also give

the First Bikes a real grown-up feel. Bothbikes have height adjustable seats.

What’s more, there is now a bikestand, ideal for busy retailers who need ahand to make the most of displays instore. Made from naturalwood, the stand willkeep the First Bikeupright and looking itsbest at all times.John Crane01604774949

BuffTHERE ARE few better add-on saleaccessories than the Buff and what'smore, there are numerous designs forkids and adults alike, meaningcustomers can mix and match.

Having created a diverse rangeof licensed designs, thebrand has an option for alltastes, from Spidermanenthusiasts, right throughthe range of Disneycharacters.

The Buff is a functionalitem too. The technicalpolyester micro-fibreis spun into a tube,which is unique inbeing completelyseam and stitch

free, meaning more comfort and lessirritation.

The highly breathable, high-wickingpolyester is fast drying, yet retainsminimal moisture, so it’s comfortablenext to the skin. Buff is both colourfastand easily washed.

Retailers are offered two main stockoptions – a £250 package

containing all the point of salesupport you'll need along with40 assorted designs, a windowsticker, poster, staff demo Buffand more. For a higher

commitment of £375, thepackage gains plenty of value,

with 60 assorted Buffs, alarger display stand, twostaff demo buffs, twowindow stickers and more.Buff: 01707 852244

FisherOutdoorsSUPPLYING The Adamsrange to UK retailers, FisherOutdoor has a diversestock of product gearedtoward getting kids out andabout on two wheels.

The Adam's Runabout bike, available ineither a steel pink for girly riders, or asteel blue for the boys, can be boughtat retail from £59.99. For thatmoney, customers are getting aneasy-learning balance bike,minus the pedals, so kids canlearn to control their balancewith their feet.

Also from the distributor'sstock, stores can suggest a few

add-on items, such as the BasilJasmin Rosa Shopper bag for girlsseeking flash accessories to gowith their ride. The ten-litre,water repellent bag has areflective flower pattern on bothsides, an adjustable andremovable shoulder belt and anattachment for hooking the bagup to a bike.

Alternatively, parents’ safety concernscan be addressed with any of MET's kids’helmets. For £19.99 the twin-shell buddy

(46 to 53 cm) or SuperBuddy (52 to 57cm), will

keep a child protectedin style. The helmetcarries a reflective

sticker, non-pinch strapsand six cooling vents.

Fisher Outdoor: 01727798345

BIKE LIGHTING

AvocetTHE COYOTE Cub range consists of 16all-alloy junior models from 14-inchthrough to 24-inch wheel sizes,covering rigid, front and fullsuspension. With retail prices from£119.99 through to £195.00, parents

won't have to break the bank in orderto get their kids rolling.

The firm also offers through itsConcept Range, balance bikes, scootersfrom 12 to 16-inches in size, go cartsand a full range of kids’ bikes from 12to 24-inch wheel sizes. Prices for thesebegin at £49.99 and top out at £139.99.

Examples of the boys’ bikes are theWarrior and Wild Thing models. Eachis built with lightweight alloy tubingand carries a hi-tensile fork (Warriorfeatures suspension). Both roll on 20-inch double wall alloy rims and arekitted out with Avocet's own Coyotebranded tyres.

Gearing is handled by a Shimano

six-speed Revoshift shifter on bothmodels.

The girl's equivalent Koobalahi alsoutilises Shimano's six-speed Revoshift,Coyote branded tyres and V-brakes.The frame, however, features a lowstep-over.Avocet Sports 0161 727 8608

DawesDAWES Cycles has long been a sourcefor great value kids’ bikes. The 2010range offers a new breed of steel bikesthat still offers the same quality youwould expect from the Birmingham-based brand, but at more affordableprices. Starting at a retail price of just£149.99, these are designed to counterthe price rise felt earlier in the yeardue to the weakening pound. Therange consists of boys’ and girls’ 20and 24-inch wheel models.

The boys’ 20-inch Lightning hasstriking graphics and a suspension fork,while the girls’ model has rigid forksand a low step-through frame. The 24-inch wheel boy’s Zombies and girl’sSapphire models both have 18-speedShimano gears.

Dawes has also launched theEspoir3000. This is an affordable kid’sroad bike in 24 and 26-inch wheelsizes. The bike utilises 16-speedShimano STI gears and an alloy frame.The bikes are both proportioned andgeared for the younger riders withshort cranks and narrow, short dropbars. The bikes have clearance formudguards and come with canti-brakes. It’s a perfect multi-functionstarter bike and retails at just £369.99.

To enquire further about the fullDawes catalogue call 0121 748 8050.

MadisonSARACEN'S kids' range is almost hereand is due in stock in the first week ofOctober, co-inciding with the publiclaunch at this year's Cycle Show.

Under Madison's guidance, the rangehas been greatly revamped, yet stilloffers great value price points. Theboys’ Bolt and girls’ Bella, both retailingfor £129.99, cater for the young 'uns,

coming in ten-inch wheel size only. Thebikes are both aesthetically pleasingand functional. Both do away with bar-tassles in favour of bar-mounted waterbottle holders. The builds are tough too;built around a 6061 lightweight alloytubing, kids will have trouble destroyingthe bikes. Then there are safety features,such as the enclosed chainwheel,keeping young legs protected from thesprocket's teeth and oily chain muck.Smaller hands are also gifted a shorterreach lever and mushroom style grips.

Higher in the range and upping thesuitable age group, Saracen's 12-inchTuffTrax JNR is adorned with respectablecomponents from Suntour, Shimano andSaracen's own branded components.Madison: 0208 385 3385

Reece CyclesTHE PROBIKE Junior range covers allsizes from 12 through to 20-inch wheelsizes, with the added perk that many

models are available inmultiple wheel sizes.For example, there'sthe Misty, a cool

girls’ model thatincludes a

backpackthatdoublesas a

handlebar bag and a rear mounteddolly carrier. Tassles and stabilisers arealso included as standard. This model isavailable in 12 or 14-inch wheel sizes.

For the boys, dealers can take stockof the Avalanche, a full suspension bikefeaturing Shimano/Sram 12-speedgears. The Avalanche is available in a20-inch wheel size and comes in asilver and blue finish.

Of the bikes available in multiplesizes, the Wolf can be bought in sizesranging from 12-inch to 20-inchwheels. The Wolf includes stabilisersand a number plate is also included asstandard on 12 and 14-inch versions.Reece Cycles 0121 622 0180

RaleighRALEIGH'S kids' bike range totals 75different models covering all age groups.

The firm’s most popular selling girl’sbike is the Molly in shimmering pink.This model starts at £89.99 and comesin a 12-inch wheel size and covers sizes upto 16-inches. The build is complete withaccessories, including a ‘Molly’ bag, dollyand carrier, furry seat cover and is alsodecorated with spoke beads and streamers.

Predicted to be a hit with girls of allages this Christmas is the range of Raleighof 'Me To You' bikes. These come in a widerange of wheel sizes from 12 to 26-inchesand retail from £79.99.

For the boys and the Raleigh enthusiasts,the bike to always sell consistently is theChopper. Essentially the same bike as the80s classic, the new model sports a deepred and flame graphic scheme withaggressive Comp3 styled tyres andShimano Nexus three-speed gears.

Raleigh is holding an dealer launch inNottingham from September 7th to 11th.Raleigh: 01773 532600

QuadrabykeTHE QUADRABYKE is designed to growwith kids as they hone balanceskills. Bicycle designer TonyWayman has developed a bikewhich begins as astable four-wheeledmodel and can beconverted into atricycle andeventually bicycle.

Available in 'fire red', 'kiss pink', 'icesilver' and 'wave blue', the Quadra isfitted with white plastic wheels fittedwith EVA custom tyres. A soft padded

saddle tops an adjustable heightseatpost.

The metamorphosiscentres around a uniquepatented multi-axlesystem, which allows rapidchanges in the bike's

setup. This versatilitymeans the product'slifespan is extended,allowing parents to

decide when it's time toswitch to two wheels.

Quadrabyke conforms fully toEuropean and United States safetystandards. Retail price is £109.99.Quadrabyke: 01905 831919


PolarisPOLARIS has updated itsline of cycle clothing forkids and has nowintroduced the Vortex jacket,which carries all the main features of thepopular adult's version.

The garment carries reflective piping forhigh-visibility at night, while offering windprotection from the front and within thesleeve panels. A Thermastretch back paneladds to the item's breathability andprovides the rider with unrestrictedfreedom of movement. Four elasticatedstorage pockets and one zipped securitypocket also feature.

Gloves are also available tailored tosmaller cyclists. The Attack glove is built

from anabrasionresistant fabric,protecting young hands from falls.The item is also coated in a Windtexlaminated windproof fabric, while theinterior features a warmth retaining micro-fleece liner. Also stitched into the garmentare silicon palm and finger inserts forincreased grip in the wet, as well as areflective Polaris logo and print on theback of the glove.Polaris: 01246 240218

ZyroZYRO'S children’s offering comprises,apparel, hydration and safety andsecurity items.

On the back of its experience withadults garments, Altura has introducedthe Night Vision jacket for kids agedfive to 12. Retailing for £49.99, thewaterproof, breathable garment hasmasses of reflective trim, making itideal for journeys to and from school.Available in yellow or black, thejacket has waterproof zip-up pockets, a fleecelined collar for heatretention where itmatters and pit and backvents for breathability.

Unique to Zyro's catalogue, theBodyfit Sprint saddle is anatomicallyshaped for children and ideal for thosewith a competitive edge. At just £9.99retail, the saddle is a bargain, too.

There's plenty of kids safety gearavailable through Zyro too, including ahelmet range beginning at £19.99 andtopping out at £34.99.

The Smiley is the distributor's low-cost helmet, yet manufacturer Abushas built-in plenty of features,including a flat back for use with childseats, plenty of vents to keep young

heads cool and these have amesh lining to stop bugs

flying in.ZYRO:01845521700

WinoraWINORA is now able to supply itsdiverse range of kids’ and adult bikes tothe UK trade from its base in Germany.

The children’s range covers both boys’and girls’ models in a variety of wheelsizes. The builds are respectable too,with components sourced from brandssuch as Suntour, Shimano and Tektro.

For those dealers interested in takingstock of any items from the Winoracatalogue, contact should be made [email protected].

Once registered, dealers will receiveaccess to the business-to-businesswebsite where products, prices andconditions can be found and itemsordered for delivery. Winora: 0049 9721 6594 139


BIKE LIGHTING

NEW PRODUCTS


Windwave takes two important shipments andLezyne gets colourful. Meanwhile, Cycloc seeksto bag a distributor at Eurobike...

Cycloc StorageDistributor sought0207 249 8868

WITH THE launch of an updated version at EuroBike, Cycloc is now seeking distributor in the UK.

Both aesthetics and function have been improvedover the mark one design, as the latest model canhang bikes both horizontally and vertically. The latestmodel also features a facility for locking the bikes, aswell as a compartment for accessory storage.

Production of the new version will be from a newUK manufacturing facility. The wall-mounted bicyclehanging units are set to retail for between £45 and£50, with a stock-in price of £15 per unit. Cycloc islocated at stand 203 in hall B5 at Eurobike.

Sugoi Spring 2010 Direct+49 (0) 7141 2421362

CLOTHING manufacturer Sugoi has introduced afresh new commuter look to its spring 2010 range.

The 'HOV' line features a shirt, short, shmantz,jacket and trouser, all of which carry 3M Scotchlitereflective material. Designed with casual andpractical appeal in mind, both the male and femaleversions carry zips and pockets, as well as comfortfeatures like the seamless crotch gusset, as seen onthe shorts and trouser. The Mobil Carbon fabric usedacross the line-up is a double-woven polyester fibreinfused with carbonized bamboo particles, designedto decrease odour and improve UV protection.

Marzocchi Dirt jump RangeWindwave02392 505320

EXTENSIVE testing has been critical in the developmentof Marzocchi product since last year’s takeover.

The biggest change to the new dirt jump range isthe new ‘upside crown’. This is best described as aninverted crown with the removal of sharp edges,meaning impact forces are dissipated at the stanchionsand steerer safely. Marzocchi has also reduced weightby 15 per cent, while upping strength by 30 per cent.

The fork range will be arriving with Windwave inSeptember and retail prices are as follows: Four Cross£499.95, Dirt Jump 1 £399.95, Dirt Jump 2 (QR only)£259.95, Dirt Jump 3 (QR only) £189.95.

Geared up?

Serfas ComputersWalkers Cycles0116 2833885

THE LATEST Serfas shipments to land contains thebrand's cycle computers. Two models are already instock. However, the top of the line 4.4 and mid-range 2.2 will reach retail late in August.

At just £50, the top-of-the-line 4.4, is greatvalue considering the buyer gets 22 fine-tunedfunctions to play with. The system is fully wireless,can display content in many languages and ismountable to the handlbar. The 4.4 can also takereadings on average cadence, odometer reports, triptime. An automatic stop/start function and clockare also present.

Lezyne Pumps and ToolsUpgrade01403 711 611

SYNONYMOUS with precision engineering and sleekdesign, Lezyne has now decided to add a splash ofcolour to its pump and tools range.

Blue, gold and red are the new colours featured onthe many CNC machined tools and pumps. One ofthe newly introduced items is Lezyne's metal patchkit, which contains six glueless patches, anemergency tyre boot and a stainless steel tube'scuffer', all within a waterproof aluminium container.

Dealers should also look out for Lezyne’s four, 12and 19 multitools, priced at £5.49, £14.99 and£24.99 respectively.

FSA Gravity Product Windwave02392 505320

FOLLOWING on from the July announcement thatWindwave has exclusive rights to FSA's Gravity brand,the distributor is now receiving its first stock.

Gravity's new 777 bar is effectively flat with its5mm of rise built in by offsetting the 31.8mm centresection. Double butted and tapered for additionalstiffness and shot-peened to increase surfacedurability, the bar is a tough all rounder, unlikely tolet even the roughest riders down.

Also available via Windwave, the Gravity brandedgrips, retailing for £16.95 for the lock on version, comein three colours, including a striking 'mustard' shade.

BRANDS BY

HIGH SPEC MATERIALS • PRECISION ENGINEERED • WORKSHOP QUALITYASKYOURWHOLESALER ORVISITWWW.WELDTITE.CO.UK

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ESTABLISHED 1939 • INTERNATIONALLY FAMOUS BRANDS • EXPORTED TO OVER 40 COUNTRIES WORLDWIDE

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EVENTS

October 2009

To advertise call Carly Bailey on +44 (0) 1992 535647, or email her at [email protected]

For editorial contact Jonathon Harker on +44 (0) 1992 535646,or email him at [email protected]

� CLOTHING AND ACCESSORIES

� CYCLE SHOW SPECIAL

NOVEMBER 2009� Stocking Fillers � Trailers/Trailer Bikes � Cycle Show Review

Editorial Deadline: Oct 16th Advertising Deadline: Oct 21st

DECEMBER 2009� Core Bike Preview � Tyres, Wheels, Inner Tubes and Pumps

� Retail Survey 2009 � Review of the Year

Editorial Deadline: Nov 13th Advertising Deadline: Nov 18th

JANUARY 2010� Core Bike � Maintenance & Repair: Lubes, Cleaning fluid,

Tools, Training

Editorial Deadline: Dec 9th Advertising Deadline: Dec 14th

FEBRUARY 2010� IceBike � Cycle Safety: Helmets, Eyewear & Protective

Clothing � Frames & Forks � Fisher Outdoor Expo

Editorial Deadline: TBC Advertising Deadline: TBC

MARCH 2010� Media and Magazine Focus � Electric Bikes � Folding Bikes


APRIL 2010� Bike Security � Saddles, Posts, Grips & Bottles � Top 20 IBDs


MAY 2010Energy and Nutrition � Women’s Products � 30 Under 30


Editorial Deadline: Sep 7th 2009

Advertising Deadline: Sep 10th 2009

Editorial Planner SPOTLIGHTUPCOMING EVENTS

EUROBIKE 09Wednesday September 2nd –5thFriedrichshafen, Germanywww.eurobike-exhibition.de

EXPOCYCLE Thursday September 10th –12thMontreal, Canadawww.btac.org

TOUR OF BRITAIN 2009Saturday September 12th –19thNationwidewww.tourofbritain.com

R’BIKESaturday September 12th –15thLyon, Francewww.rbike.fr

FESTIBIKE 2009Friday September 18th – 20thLas Rozas, Spainwww.festibike.com

EXPO BICISaturday September 19th –21stPadova, Italywww.expobici.it

INTERBIKE 2009Wednesday September 23rd –25thLas Vegas, USAwww.interbike.com

VELOBIKE PROFESSIONALWednesday September 30th –October 2ndKiev, Ukrainewww.expobici.it

PARIS CYCLE SHOWFriday October 2nd – 5th Paris, Francemondial-deuxroues.com

ROC D’AZURWednesday October 7th –11thFrejus, Francewww.rocazur.com

BIKEBIZ AWARDS 2009Thursday October 8th Earls Court, Londonwww.bikebiz.com

CYCLE SHOWThursday October 8th – 11th Earls Court, Londonwww.cycleshow.co.uk

BIKE MOTION BENELUXFriday October 30th –November 2nd Utrecht, Hollandwww.bikemotionbenelux.nl

BIKE BRNOThursday November 5th – 8th Brno, Czech Republicwww.bvv.c2/bikebrno-gb

EICMA BICYCLE ANDMOTORCYCLE SHOWTuesday Nov 10th – 15thMilan, Italywww.eicma.it

September 2009 October 2009

November 2009

CYCLE SHOW 2009Thursday October 8th – 11thEarls Court, Londonwww.cycleshow.co.uk

In association withAWARDS 2009


BIKEBIZ MARKETPLACETO ADVERTISE IN THESE PAGES PLEASE CALL CARLY BAILEY ON 01992 535647

The BikeBiz Marketplace offers a completemarketing package of print, online andeditorial visibility, allowing companies theopportunity to maintain contact withreaders each month without the associatedcost of full display advertising.

The BikeBiz Marketplace, and its associatedonline version, has been designed to offerreaders a directory of all products andservices in the bike trade.

Your presence in this section ensures thatyour company’s details are easily found,keeping you one step ahead of yourcompetitors.

The standard package includes:� A quarter page advert in each issue� Regular editorial coverage in the

dedicated column� Company details listed in the online

directory with web link� Company details listed in the BikeBiz

Marketplace Contacts

To get your company featured here contact:

Carly Bailey on 01992 535647 or

[email protected]

Marketplace Rates: Quarter Page£175 (minimum six months)

BIKEBIZ MARKETPLACE CONTACTS

BIKES & ACCESSORIES

Paligap 01179 823 673 www.paligapltd.co.uk

Madison 01908 326000 www.madisonb2b.co.uk

BMX PARTS AND ACCESSORIES

Seventies 0845 310 3670 www.seventies.co.uk

CLOTHING AND ACCESSORIES

Buff 01707 852 244 www.buffwear.co.uk

COMPONENTS

Bob Elliot & Co Ltd 01772 459 887 www.bob-elliot.co.uk

Pace Cycles Limited 01723 867919 www.pacecycles.com

USE Ltd 01798 344 477 www.use1.com

EPOS

Abacus 0870 442 8240 www.abacusonline.net

Citrus Lime 0845 603 9254 www.citrus-retail.com

FOLDING BIKES

Montague 01730 711 140 www.montague-uk.com

INSURANCE

Cycleguard Insurance 02476 851027 www.cycleguard.co.uk/bikebiz

LIGHTING

Exposure Lights 01798 344 477 www.exposurelights.com

Lumicycle 01202 760 097 www.lumicycle.com

MAINTENANCE

Centristore 07789 075 818 www.in2dust.co.uk

RACKS

Maxx Raxx Trading Ltd 0845 230 3799 www.maxxraxx.co.uk

RESPRAYS & REPAIRS

Argos 0117 972 4730 www.argoscycles.com

SALES TRAINING

Colin Rees 07786 262 460 [email protected]

TRAINING SERVICES

Aylesbury Training Group 0161 230 6241 www.atg-training.co.uk

The Bike Doctor 07786 636771 www.the-bike-doctor.co.uk

WATER BOTTLES

Wildoo Ltd 08709 771 550 www.wildoo.co.uk

WEBSITE SERVICES

I-Bikeshop.com 01709 511766 www.I-bikeshop.com

Simple eshop 0116 267 5145 www.simpleeshop.com


BIKEBIZ MARKETPLACE

BIKES AND ACCESSORIES BIKES AND ACCESSORIES

Tell us about the main Buff product:It’s a fanatically versatile product thatcan be worn around the neck and headin a variety of ways either as a neckscarf, face mask, balaclava, headband,scrunchie, beanie, bandana – to namebut a few – and is thin enough to fitperfectly under any type of helmet.Original Buff is made from a high qualitypolyester microfibre that insulates tokeep you warm yet wicks perspiration tokeep the skin dry.

Buff is a big fan of licensed brandsappearing on its garments; how doesthis draw customers?We have a number of licensed brandswithin our standard collection, mainly inthe junior and baby section. Brands suchas Spiderman, Batman, Disney, HelloKitty, Disney Princess and Winnie thePooh are all instantly recognisable andhave strong appeal to the younger user.

Among adult sizes we have NationalGeographic prints and Kukuxumusu, afun range of cartoon characters. We canof course and regularly do customiseBuffs for customers.

We have a huge portfolio of corporateclients that have chosen to promote

their own business using a Buff,including Microsoft, Castlemaine lager,Subaru cars, Triumph motorcycles – thelist is endless.

What packages and support can youoffer retailers?That’s an easy one. We strive to coverevery eventuality with point of sale thatcan fit into the tiniest space or thelargest superstore. We can offer a simplecounter unit, or for those where space isless restricted, we have floor stand andwall fixtures that can incorporate a DVDthat continually demonstrates theversatility, uses and ways to wear a Buff.

We have stickers, posters, eventbanners, and have even been known tocreate bespoke, one-off units if thepotential justifies the investment.

How is Buff progressing with theMerino wool fabric?The forward orders have been fantasticfor Wool Buff and we have justcommenced the winter deliveries to ourcustomers. Most retailers and manyconsumers are already well briefed in thebenefits that Merino offers as it hasbeen growing in popularity in recent

years being used extensively in baselayer garments. It is soft and luxurious,insulates yet wicks moisture, and isresistant to odour, UV protective, waterrepellent and flame retardant. It’savailable in eight strong plain colours.

Which shows will Buff be at this year?Still to go are: The Mongol Derby. Ourever so slightly barking CEO Jools issetting off on a 1,000km charity horserace across the Mongolian wilderness.

Then the more mundane events:Southampton Boat Show, MTB MarathonSeries, Glee, BNF, London Rat Race andthe Outdoor Trade Show.

Tell us about the Hides brand: As you know we are big into‘multifunctionality’ so when we first sawHides we felt it was the perfectcomplement to Buff. Not just a glasseslanyard the Classic Hide is a cleaningcloth, a glasses case and lens protectorall in one and the H2O, made from highquality neoprene, will float if accidentlydropped into the water allowing the userto retrieve their best pair of sunglassesor prescription lenses that otherwisewould sink slowly to the ocean depths.

JOHN HUGHES, SALES DIRECTORBUFF

TEL: 01707 852244

WEB: www.buffwear.co.uk

COMPANY PROFILE

“Our ever so slightlybarking CEO is takingpart in the MongolDerby, a 1,000kmcharity horse raceacross the Mongolianwilderness!”

John Hughes, Buffera

COMPONENTS

BIKEBIZ MARKETPLACE

COMPONENTS

BMX PARTS AND ACCESSORIES


CLOTHING AND ACCESSORIES

COMPONENTS EPOS

EPOS FOLDING BIKES


BIKEBIZ MARKETPLACE

BIKEBIZ MARKETPLACE

LIGHTING MAINTENANCE

LIGHTING


INSURANCE

SALES TRAINING SERVICES

RACKS RESPRAYS AND REPAIRS

BIKEBIZ MARKETPLACE

TRAINING SERVICES



BIKEBIZ MARKETPLACE

WEBSITE SERVICES WEBSITE SERVICES

WATER BOTTLESTRAINING SERVICES

Let’s getstatistical…

This month BikeBiz notes MPORA.com’simpressive marketing drive, grabbing thousandsof Twitter followers through a single promotion.Plenty of businesses believe they have paid toomuch VAT... time to check your records?

22%

138

13,000 plusThe number of businesses that havecontacted HM Revenue and Customs thisyear claiming to have paid too muchValue Added Tax (VAT).(Source: actsmart.biz)

Number of news stories posted on www.bikebiz.comduring July – a record amount of content.


NUMBER CRUNCHING

930gThe claimed frame weight of whatMerida believes is the world's lightesthardtail frame – the Merida O.Nine –which is now on sale in the UK.

1891The year fixed gear polo was invented,before shortly becoming an Olympicevent in 1908. The sport is nowenjoying a rebirth with the increasingpopularity of fixed gear bicycles.(Source: www.earth-stream.com)

£6.5 millionThe figure for which JD Sports acquired theCanterbury baselayer brand in August.

69%of people who cycle in London havenever had any cycle training. TfL hasattempted to address this by offering£3 million worth of free training acrossall boroughs. (Source: Synovate research)

15,000The number of cyclists who took tothe traffic-free streets of Manchesterin a single day during August as partof the SkyRide.

The percentage of councils Cyclescheme worked with prior to winning the tender tobecome the Government's Cycle To Work provider.(Source: Cyclescheme)

1,500 plusThe number of Twitter followers actionsports community website Mpora.comgained in a single day afterannouncing a competition on thenetworking website in July.(Source: WeFollow.com)

STA

R L

ETTE

R

BikeBiz is keen to publish your opinions, whether they’re fromletters, emails or via BikeBiz.com...

From the Forum...

SPARKS Northern Ireland islooking for cyclists to takepart in a 100-mile bike rideon September 13th to helpraise funds for the charityAction Medical Research.

Named after the legendarygentle giant, the FinnMacCool 100 ride starts atBelfast City Hall and followsthe beautiful scenery of thecoastal road up to Coleraine.The Finn MacCool 100 is nowan annual event, organised byformer Ireland rugby playerTrevor Ringland and Olympicgold medalist for hockey, JimKirkwood, both of whom willbe getting in the saddle againthis year. Last year’s eventraised more than £9,000.

Registration fee for theevent is £25 and theminimum sponsorshipamount is £100. Drinks andrefreshments made availableat the rest stops, lunch andthe celebratory BBQ atColeraine are allcomplimentary. There is also a

bus provided to transportriders and their bicycles backto Belfast.

The funds raised willsupport research to helpbabies and children affectedby disease and disability.Action Medical Research iscurrently funding researchinto serious diseases andconditions, includingmeningitis, pneumonia andcerebral palsy. Our specialappeal, Touching Tiny Lives,funds vital research to reducepregnancy complications andpremature birth, and improvecare for sick babies.www.action.org.uk

To register to take partplease contact Jenny on 02890622518, [email protected] orgo online atwww.action.org.uk/finn_mccool.

Jenny Hanna,Action MedicalResearch

Mail to:Saxon House, 6A St. Andrews Street, Hertford, Hertfordshire, SG14 1JA

Email:[email protected]

I’ve been wondering lately withall these price rises howfeasible it would be to startmaking stuff here. Hope, USEand a few others have done it.

My motivation for this postis that our main supplier isadrift of some key price pointsmoving into 2010 and eachfactor is external – currency,manufacture increases due tolower output from factory, costof transportation, import duty.

Is there an opportunity orare we just a bit too crap hereto compete?

604xt

UK manufacture would not beimmune from currencymovements, duty changes andlead times. It would be almostexactly the same businessmodel as an importer exceptthe labour cost would be higherand productivity rate lower?

RusselHW

If you think it is going to be soexpensive to manufactureproducts in the UK, then pleaseexplain to me how Germany iscurrently the world’s leadingexporter with revenueexceeding that of the USA and

Japan and France combined.Cotterpin

You could have flexiblemanufacturing so that youcould change models made toreflect demand. Fairly easy withbikes because of thecommonality of parts.

You could also finish thebikes in the factory and selldirect to the public cutting outthe importer/wholesaler/dealerselling methodology.

I don’t buy the high labourcost/low productivity argument.

DocB

Biking for the blind

I AM LOOKING formanufacturers who will makecycle clothing with my designsand logos on the garments. I’vebeen working in the cyclebusiness for two years, and amstill quite young. I waswondering if anyone could giveme a hand if they know of anymanufacturers, or any otherpointers to help me.

My designs are on paperat the moment, and I’m notthe best artist, but I’ve hadsome good ideas, especiallyfor dirt jumpers.

These are only early draftdesigns that can beimproved on, but you cansee what sort of ideas I havecome up with.

If any of your readers canhelp it’d be great to hearfrom them. I can becontacted at:[email protected],

Luke Tovey,Biggin Hill, Kent

Opportunity for more UK manufacturing?

LETTERS PAGE


Britain’s Got Talent

Star LetterWhether it’s a hand-written, sent-through-the-post letter, email or a comment madeon the BikeBiz forum, the best letter of themonth wins a prize from Oxford Products.

This month the lucky winner will win a fullrange of luggage from Oxford’s latest range,complete with a quick-release fitment,yellow rain covers and 12-month warranty.


BY and large the bike trade is packedwith enthusiasts and fanatics, so itcomes as no surprise to find that lots ofpeople working in the industry havenotched up many years of service. Butby our reckoning, Janet Oulaghan hasprobably notched up more years thanmost. This year the Clarks Cycle staffer

celebrated 30 years at the firm.Oulaghan joined Clarks Cycle Systemsway back in 1979 as a cable assemblerand has now gone on to become salesadministrator for the firm.

Her current role involves coordinatingorders and manufacturing throughoutthe Far East. Congratulations, Janet.

30 years at Clarks

THE final preparations for the Eurobikebicycle event, starting September 2nd,are taking place, and this year the moreadventurous among the trade will belimbering up for a spot of lake jumping.

For the uninitiated, lake jumpinginvolves willing (or unwilling) volunteersriding up a ramp aimed at a lake – inthis case the Trade Fair Lake inFriedrichshafen, Germany. Riders then,perhaps unsurprisingly, jump into the

lake and according to acrobatic abilitycould bag an award at the shortceremony held after the event.

The first-ever Eurobike Lake Jump willstart after the show closes for the dayat 6pm on Thursday September 3rd bythe Rothaus Halle A1, West Entrance.

We’re guessing you won’t be able tomiss the big ramp next to the lake. Ifyou tackle the watery challenge send usyour photos.

Make a splashat Eurobike

OFF TRACK

TrackOFF

this month: lake jump at eurobike


Send your pictures [email protected]

CYCLISTS caused outrage across theAtlantic last month when naked bicycleriders took to the streets of Seattle,Washington State.

The well-intentioned riders were cyclingsans clothing to highlight the dangerscyclists face, but they managed to incurthe wrath of unsuspecting onlookers notprepared for the sight.

Local mother Marcy Hayes said: “Ilooked and there were naked men withtheir genitals hanging out. I’m yelling atmy daughter to look away.”

She added: “I just can’t believe this isallowed. I don’t understand what lawwould say it is okay.”

But World Naked Bike Ride’s DanielJohnson insisted: “We’re protestingindecent exposure to automobileemissions.”

Komonews.com estimated that an eye-watering 60 naked bike rides take placeworldwide every year.

Streakersin Seattle

quoteunquote Sponsored by the brands of

Moore Large 01332 274252

“Actually, most adult cyclistsdo pay for the roads, eventhough they impose minimalwear and tear on them. Themoney comes out of counciland income tax.”

The CTC tackles one of themyths about cyclists – that

they should pay ‘road tax’ – onits factsheet ‘Ten Common

Questions’

“Cycling is one of the mosteffective treatments for stressand, in many cases, has beenproven to be as effective asmedication – if not more so.”

Stress Management Societydirector and psychotherapist

Neil Shah speaking toBikeRadar.com, August 10th

“I don’t think I have ever riddena bicycle which made me wantto cycle less often. The ridequality and feel of this bike isterrible.”

Mark Brown, writing aboutriding Britain’s cheapest

bicycle on the Bicycle ShapedObject blog, August 1st

“In the UK, I can count on thefingers of one hand the blackelite riders I have known: thenow retired rider turned

occasional Eurosportcommentator Russell Williamsbeing one; Dave Clarke another.Then I start to struggle. It's nobetter on the Continent;possibly worse. Cycling remainsa conspicuously ‘white’ sport.

“I'd like to watch GermainBurton race one day and win –and for his results to beoutstanding, not because of hisskin colour, but simply becauseof his speed.”

Matt Seaton, the Guardianbike blog, August 10th

“I witnessed a van courierdriver verbally abusing a cyclistat a set of traffic lights, and atthe next doing the same – butleaning out of his windowgiving a torrent of foul abuse,and then flicking a cigarettetoward the stationary cyclist.

“I clocked the name of thecourier firm, got the numberplate of the van and wrote acomplaint email to thecompany when I got home. Sofar so ordinary. But the bit thatworks is sending the complaintto the chief executive. All ofthese companies will have toregister with Companies Houseand here you can find thename of the CEO.

“Not much later, I recievedan email from the CEOapologising and promising totake action, and a follow upfrom the press office telling mewhat they had done. I think ithelps to copy in the Mayoronto emails too…”

Stewart, TfL Cycle Blog,July 29th

“I've just fitted this lovely KnogSpeedo to my cross country rig.I've always known I like goingfast on a bike, but this thing isa temptress!

“I'm sure most people thatfit these are all about the tripdistance measurements and allthat jazz, but to me there's justthe one statistic – max speed.”

Richard Cunynghame,Charge rider blogs,

August 8th

RidingintocasualtyDMR rider Sam Reynolds took atumble while riding over in Munich.18-year-old Reynolds, pictured herein happier times, knocked himselfunconscious and suffered an injurythat kept him out of competition.

He said: “I regret to inform youthat while in Munich yesterday Ihad a bit of a crash in practice andwoke up in hospital. I knockedmyself out and dislocated mycollarbone so wasn’t able tocompete in the finals, whichsucked because my practice runsalone would have been enoughfor a good result!

“Ah well, could have beenworse I suppose, should only beout for a few weeks, I hope.”

• mother outraged by cycle nuts in seattle • dmr’s reynolds down and out

OFF TRACK

Executive Editor: Carlton Reid [email protected]

Editor: Jonathon [email protected]

Deputy Editor: Mark Sutton [email protected]

Advertising Manager: Carly Bailey [email protected]

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Production Executive: Abby [email protected]

Design: Kelly [email protected]

Business Development:Dave Roberts [email protected]

Managing Editor: Lisa [email protected]

Publisher/MD: Stuart [email protected]

Finance Director: Hilary Cole

EditorialSaxon House, 6A,St. Andrews Street, Hertford,Hertfordshire. SG14 1JA

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STRAIGHT TO YOUR MOBILE

LAST month I was able to follow the Tour De France fora few days in the Alps, joining thousands of motor-homes parked in precarious positions along mountainlanes, with frightening drops only a foot away from thevehicles’ wheels. Previously, one could arrive the nightbefore a stage and park up with no trouble.

Furthermore, the year Stepehen Roche rode up AlpDu Eze, I arrived late evening and parking was not aproblem. This year, however, to get a vantage position,one had to be there the morning of the day before astage, and even then most bends had been grabbed bymotor-homes from Dutch, Swedes, Germans, andItalians. I arrived for the individual time trial, in Annecy,the night before the stage, and it was impossible to parkon route. Instead, we found a field, which was the firstsite in ten days where we found electricity.

There is nothing like watching and waiting for hoursto cheer riders on. It’s really just an excuse for analmighty booze-up around a barbeque with our fellowEuropeans, and some happy, inebriated Welsh guys. It’sgoing to be interesting to see who the UK riders will be, if a Tour team is formed for 2010. I doubt theUK boys can afford to leave their teams, which evokes the question, who, with any tour experience, will be available?

COMING TO A SUPERMARKET NEAR YOUSo, Asda and others believe they can sell cycles alongsidegroceries. It has been tried before and usually costs thesuppliers dearly, unless they import direct themselves. Thereturns are a nightmare. The only sales that will have anymeasure of success will be small kids’ bikes at Christmas.The space taken up on the sales floor, and staff who willnever be trained like we are in the independent shops, willcause shop management many problems.

I have seen it all before. Pots, pans, stationery, – evenscrewdrivers and hammers, are easy to layout onsupermarket displays, while cycles are somewhat different.I wonder why management believe cycles will bring moreconsumers into the stores. Will mum honestly pick up abike with the baked beans? Of course not, she will gohome and tell dad, who will have to take a look after workor on a Saturday morning. Yet he might go to the localcycle shop instead, unless of course he’s never had a bikeand doesn’t know cheap from quality. Fortunately,because of cycling’s high profile at the moment, most kidsknow brands, and as the latest 'with it' trainers, most donot wish to be seen on a nondescript BMX or other bike.

An advantage of Bike Hub is the education I hope thecycle officers are installing in the ride to school campaigns– the difference between junk and bikes of quality.

Rebecca Charlton

BikeBiz is published 12 times a year by Intent Media – Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire SG14 1JA

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SUBSCRIPTIONSUK: £50 Europe: £60 Rest of World: £90

What bikes do you own?I own a Planet-X Stealth track bike, an old-school steelSimoncini, a Specialized Stumpjumper and Rockhopper,and a Specialized Dolce Elite. I’m most at home on myPlanet-X, because it’s fuss-free and offers a smooth ride.

Where’s your favourite place to ride?It would have to be Calshot Velodrome for the sheer speedand epic banking. It’s an experience everyone should try.

What’s the biggest rush achievable on a bike?Knowing that you have complete freedom to transportyourself anywhere your legs will take you, and descendingalpine mountains. (Not so much going back up!)

Tell us about your job and your fondest memories:Interviewing Mark Cavendish before his first edition of theTour de France in 2007. It was my first time covering theTour and the buzz was amazing.

Each day, I have the opportunity to interview someincredibly inspiring people, from the cycling industry andrace scene, like Alberto Contador.

I present a weekly show called The Innertube, and thehighlight is seeing each studio guest take on the ‘TacxChallenge’, which consists of 2.3km of painful hill climbingon a turbo trainer. Magnus Backstedt is the reigningchampion – anyone fancy taking on the challenge?

Have you always been in the cycle trade?Yes. I worked as staff writer and production manageracross online cycling portfolios, includingroadcyclinguk.com and bikemagic.com. I was thenoffered the opportunity to present at Cycling TV andhave been here about two years now.

OFF THE RECORD

Supermarkets want to add bikes to our grocery list. Surely, quality willprevail over cheap cost? The cycle industry definitely hopes so...

70 BIKEBIZ SEPTEMBER

SPOKES IN THE SADDLE

EDITORIAL: 01992 535646 | ADVERTISING: 01992 535647 | FAX: 01992 535648

Presenter, Cycling.tv

A nice piece of cycle pie?

Pic

© S

ains

bury

’s

Getting yourself equipped with the very latest cycle qualifications has never been easier. At the Cycle Academy we offer a range of both NVQ and Cytech accredited courses. We are proud to be the only organisation that the government have chosen to deliver both nationally and industry recognised qualifications.

Our presence is national, so wherever you live in the UK you can benefit from a course with us, and more often than not secure funding for your qualification. Whether you are looking to improve your own skills or to train your staff we can help. We offer levels of training to suit all abilities and can tailor courses to meet your needs.

We’re a not for profit charity who have become the leader in cycle maintenance training throughout the UK. Details of courses plus resources that may be of use to your workshop can be found on our website.

Contact us today for further information.

On course for your future...

[email protected] 230 6241 atg training

cycle academy

The Bike Doctor Academy is very proud to be be sponsored by:

presents

· City & Guilds accreditation· Comply with industry certification standards· Gain a fundamental knowledge of cycle mechanics

London's first and only professionalcycle mechanic training course.

· Experienced teachers· Lots of hands-on learning· State of the art training material· Employment opportunities· On-going support and community

A fully-equipped professional workshopin Central London

For information, please contact:Telephone: 0207 6082577Mobile: 07786 636771E-mail: [email protected]: www.bikedoctoracademy.co.uk

Become part of a global growth industry.

The Bike Doctor and the Bike Doctor Academy are subsidiaries of Cycle Systems Ltd. Promotional code: BB10F

bikebiz issue44, september 2009

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