bikebiz issue43, august 2009

Issue 43 | August 2009

BICYCLE retailers who havetraditionally shook a fist at non-specialist stores stocking bikesnow look set to have another,potentially more significantenemy to consider – as thesupermarkets make increasinglybold moves into the sector.

With the grocery sectorbecoming ever-more competitiveand the supermarket giants beingforced to look at more profitable,non-food areas, a boom in thecycling market has proved tooirresistible for the supermarketsto ignore. And, as reported onBikeBiz.com, Asda and Lidl haveboth launched an assault on thesector – with more moves likely.

PROFIT-FREE CYCLESAsda’s ‘profit-free bikes’ launchsaw the introduction of theBritish Eagle range in June, withbikes priced from £50 forchildren’s models, up to £70 foradult bikes. The promotionhighlighted Asda’s Pedal Powerinitiative, as a spokesperson toldBikeBiz: “We are committed togetting more people on theirbikes. Through our involvementin Pedal Power we hope thatmore families take up cycling; itis a low cost activity, a great wayto stay healthy and we hopethere is an increase in uptake.”

The grocer pledged that therewill be enough stock to cope

with huge anticipated demand:“We have tens of thousands ofbikes available online and instore until August 9th. Therecertainly won’t be a shortage.”

Asda’s growing profile incycling is down in part to therole of its chief executive officer:“Pedal Power was spearheadedby our CEO Andy Bond, who is areally keen cyclist. He wanted tomake cycling an accessibleactivity, for families in particular.This is why we chose to foregothe profit on the bikes to make itaccessible for all.

“Pedal Power is all aboutgetting people on their bikes andencouraging families to take up anew activity. It was launched by

our CEO and Sir Chris Hoy, bothof whom are united in theirpassion to raise its profile as anaffordable mode of transportwith inherent health andenvironmental benefits.”

HIGH-END, LOW PRICEBut the role of supermarkets inthe UK bike market is notconfined to budget models (orBSOs) as Lidl proved when itrevealed that it would be retailingthe Stratos Professional RacingBike for £749.99 in its stores.

The Stratos marked the firsttime that national grocer Lidlhad stocked a bike in its UKstores, with sales matchingexpectations for the retailer.

Lidl told BikeBiz that stockingthe Stratos racing bike was inkeeping with its mantra: “At Lidlour philosophy is to sell premiumquality products at the lowestprices in our food and non-foodranges. The Stratos Racing Bikefits in very well with thatproposition, as it really offersexceptional value for money.”

Lidl confirmed that it couldlead to further cycling offers infuture: “Our non-food offers arealways great value and availablewhile stocks last. We wouldcertainly not rule out stockinganother bike as long as it fulfilsour buyers’ stringent qualityrequirements and offers premiumvalue at a very low price.”

FOR EVERYONE IN THE BICYCLE BUSINESS ISSUE 43 | AUGUST 2009

BikeBiz looks at the threedeserving projects thathave bagged a share ofthe Bike Hub cash to fundthe future of cycling

PAGE 24

BIKE HUBWith one of the biggestevents in the cycle tradecalendar around thecorner, BikeBiz provides aguide to what to expect

PAGE 28

EUROBIKEFuture Publishing takesBikeBiz on a grand tour ofits brand spanking newtesting facilities close tothe Bath headquarters

PAGE 16

OFF THE RADAR

By Lisa Foster andJonathon Harker

UK imports dropby 35 per centyear-on year

Shock truthabout stockshortages

BikeBiz Supermarkets sweep in

A STAGGERING 379,000fewer bicycles were importedinto the UK in the first fivemonths of 2009 compared tothe same period in 2008 –which could go some way toexplaining why retailers arefrustrated about the currentlack of stock in the channel.

According to data handedonly to Bicycle Associationmembers, this drop equatesto a 34.5 per cent decrease inUK imports and comes on theback of the fastest currencyvalue dip seen since 1931.

UK importer and BAmember Russell Merry of HotWheels said of the data: “Alldistributors would have beenforced to order cautiouslywhen the value of the pounddived and we were in the eyeof an economic storm. It’s ashame that the majority ofimporters can’t just turn thetap back on now to addressthe patchy stock levels thatmany retailers arecomplaining of.”A more in-depth analysis ofthe world’s leadingmanufacturing countries andhighlights from the Januaryto May import data can befound on page 11.

National grocers, including Asda and Lidl, reveal growing ambitions in cycle retail

Pic © Sainsbury’s

By Mark Sutton

THE apocalypse never came. UCItechnos got out their tapemeasures at the start of the Tour deFrance but found no bikes to ban.

Now, this lack of verbotenmachines could have been due tounclear French-to-English rulewriting on the part of UCI rule-meisters, based out of Aigle inSwitzerland, or it could have beensome swift equipment switches.

Team mechanics reported that some 3:1 aero TT kit wasbanned by one commissaire, but passed by another.

The UCI has been itching for a further fight with the bikeindustry. Go-faster equipment is plain unfair, believe theAigle-blazer navel-gazers. When the UCI successfullyprevented the use of Spinaci bars in 1997, Cinelli tried -unsuccessfully – to get support from fellow manufacturers.

The industry – sort of – grouped together later, but thedamage had been done. The UCI had shown it could crippleinnovative equipment it disliked, not just made at home bymavericks such as Graeme Obree, but produced by big names.

Since the late 1990s the UCI has been focussed on otherthings, like banning blue riband Olympic cycling disciplinesand battling with the World Anti-Doping Authority.

With Beijing out of the way and the war on drugs lookingto be nearly won, the UCI is now focusing on bikes again.

Earlier this year it quietly released A Practical Guide forthe Implementation of Technical Rules. This nine-pageclarification of the UCI's Lugano Charter sent shivers downthe spines of TT bike designers. But, despite being aclarification document, it was written in such a way that therules could still be misinterpreted.

The enforcement which worried most companies makingTT-style bikes and equipment was the 3:1 rule. This statesthat any tube section on a bike must be no more than threetimes as long as it is wide. It's always been assumed thisreferred only to frames. Though at the Tour of California theUCI made it known it referred to any ‘tube-like shape’.

As we now know, there was no tech confrontation at theTour de France. But that doesn't mean the UCI has backeddown. The clarification document makes it clear that byJanuary 1st 2010, no 'prototype equipment' will be allowedin UCI-sanctioned road events. The document does notdefine 'prototype'. Does the UCI mean for all bikes to beproduction bikes? If so, many companies (and, er, BritishCycling) will find it tough to innovate if they have to marketthe bikes before or at the same time as making them forpro teams. This is not how the bike world works.

LATEST NEWSSTRAIGHT TO YOUR MOBILE EDITORIAL

AUGUST ISSUE 43

NEWS 6-10

REGULARS

Jason Bonness discussesmarket shifts,sponsorship and more...

EVENTS 15

18

LETTERS 60This month we carry letters form the York CycleShow and Future Publishing, among others

OFF THE RECORD 61The cycle trade gets involved with Emmerdaleand Eastenders in this month’s Off The Record

SPOKESMAN 62Spokesman discusses Halfords’ decision to gohigh-end and improve its image

PRESS CAMP REVIEWED

MAN OF MYSTERY

CHAIN REACTION 12Citrus Lime MD Neil McQuillan explains whyretail need not fear setting up an online store

PEOPLE 34IMG brings in ex-Trek Mirraco brand managerto oversee the brand’s distro switch

NEW PRODUCTS 49A selection of the month’s highlight productshitting stores in the coming weeks

Carlton Reid spent a few days shacked up with journalists from all over,testing previously unseen kit. His findings are documented on page 31...

Carlton Reid, Executive Editor

BRIGHTER SALES

BikeBiz’s Mystery Shopper takes a tour of Milton Keynes seekinga bike for his child. Which stores delivered sound advice?

THE RETURN OF SARACENUnder Madison’s guidance, the Saracen brand has undergonea major revamp. What’s more, IBDs are exclusively in control...

BOOKMARK US:MOBILE.BIKEBIZ.COM

31

22

21

41 45

14INDUSTRY OPINIONS 16OFF THE RADAR

Halfords is on top of CEN regulations, the BikeDoctor Academy is opened by Bo-Jo and more....

REECE TALKS BIZ

FOCUS ON…

RACK ‘N’ ROLL

“The UCI has been itching for a

further fight with the industry. Go-

faster equipment is plain unfair,

believe the Aigle-blazer navel-gazers.”

NEWS

THE COUNTDOWN to theBikeBiz Awards has begun inearnest, with Cube and Citrus-Lime signing up to sponsor thefirst live event, and the finalistsbeing announced this month.

Following the success of theinitial online BikeBiz Awards lastyear, the event will be live forthe first time. In association withThe Cycle Show, the BikeBizAwards will be handed out at atrade-only drinks reception onThursday October 8th at TheCycle Show 2009 held at EarlsCourt.

Cube and Citrus-Lime will getthe party started, having signedup as official partners for theBikeBiz Awards.

Cube marketing managerMario Hartloper enthused: “Forme, being involved with theseAwards is about recognising whatindividuals and companies aredoing for the benefit of the cycletrade in the UK.”

Citrus-Lime’s Grant Hadwinadded: “Citrus-Lime is proud tosponsor the BikeBiz Awards 2009,recognising the achievements ofthe industry in the past year.

“We’re delighted to besupporting an awards programmethat celebrates excellence as itcomplements Citrus-Lime’scommitment to provide bicycledealers with the bestIntegrated Epos andEcommerce solution onthe market”.

THE CATEGORIES� Independent Retailer

(less than ten stores)� Online Retailer� High Street Chain

(over ten stores)� Distributor – Bikes� Distributor – Parts and

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

From the middle of Augustjudging of the finalists will begin,with each Award winner selectedin the same transparent manneras last year.

Cycle Show organiser UpperStreet Events will be choosingand presenting the award forBest Cycle Show Stand.

ON the back of a large dealerrecruitment push since theCoreBike show in January, Meridahas told BikeBiz it has optimisticplans to expand its UK presence.

Already at 73 per cent growthyear-on-year, the firm aims toexpand its market share and hascreated a line of ‘speciallytailored’ UK models to help fillthe current gaps in hybrid androad bikes caused by the salessuccess to date.

Chris Carter, marketingmanager at Merida UK toldBikeBiz: “The push for newdealers has been a success andwe are now investing in a newmember of staff and a computersystem to keep up with demandand enable us to grow more. For2010 we are doing a soft launch,as much like Specialized and

Giant, we have seen sales of roadbikes far outstrip expectation, sowe are bringing forward our2010 road bikes shipments withcomfort and mountain followingshortly after.”

Like the majority of other

manufacturers, Merida’sperformance has been slowed bycurrency fluctuations. However,margins have remained steadyand RRPs are reasonable.

“Being linked with MeridaTaiwan is invaluable as they canoffer security and consistency,”

added Carter. “Merida took a longterm view when the economictrouble set in and firmly intendsto be a major player worldwide.”

For those seeking a freshsupplier, the brand is still lookingto recruit stockists. “We are still

actively seeking dealers,” saidCarter. “So if industry leadingmargins, excellent settlementdiscounts and no restrictivepractices such as big sell-inorders sound attractive to you,then we would very much like totalk to you.”

Merida gears up for UKmarket share grab

6 BIKEBIZ AUGUST BIKEBIZ.COM

“We are bringing forward the 2010road bikes, as we have seen demand faroutstrip our expectations.”

Chris Carter, Merida UK

By Jonathon Harker

UK MD Tim Buxton was onhand to introduce the rangeto retailers at January’sCoreBike show

Official Partners

Sponsors sign up to BikeBiz Awards

For sponsorship enquiries and to findout about attending the event contact

[email protected].

Cube and Citrus-Lime become officialpartners for industry event � Judgingprocess begins from mid-August

NATIONAL bike retail chainHalfords has told BikeBiz that it isalready hard at work to ensure itsbikes will comply withforthcoming EN standards andthat its brands will comply withthe new legislation well inadvance of the deadline.

The pan European standardswill replace current mandatoryBritish bike standards – BS 6102Part 1. The new regulations willbring new requirements for thesafety and durability of bikes,including better brakingperformance for all types ofbicycles, among other qualitystandards.

Chris Hall, Halfords’ head ofquality assurance and productCompliance, told BikeBiz: “Ourentire cycle range will complywith the new standards, wellbefore the legal deadline. This willinclude all of our own brands –Apollo, Carrera, Boardman, X-Rated and Trax – as well as all ofthe other popular brands that siton our shelves.

“Our desire to apply the moststringent quality and safetystandards to our cycles isemphasised by Halfords’ free

build and safety check, followedby our free six-week service.Ultimately, the customer receivesgreater peace-of-mind.”

He added: “As the number oneUK and Republic of Ireland bikeretailer, Halfords is keen to adoptthe most stringent availablequality and safety standards, andpass these benefits onto thecustomer. We also feel that wehave a duty to implement themost rigorous standards on themarket, even though they maynot strictly be required by law forsome time.”

Hall revealed that fullcompliance only required slightchanges for the firm: “We have along heritage and a well-

established product developmentprocess, which starts withfeedback from our customers, viaour store cycle specialistnetwork. Our specialist staff takegreat pride in beingknowledgeable about theproducts they sell, and that theyhave actively contributed to theimprovements in our ranges ofbikes. Our EN developmentprogramme, built on our longexperience of bike design, meantclosely working with oursuppliers, with careful component

selection. We found that ourhistory had served us well, andthat there were only relativelyminor modifications required toensure full compliance to thenew standards.”

The firm’s East Europeanpresence was an added incentive

for the retailer to take an earlyapproach to the standards: “Wealso have stores in the CzechRepublic and Poland where,unlike UK and ROI, there is nomandatory national cyclestandard. The EN standards weretherefore adopted immediately

on their issue in these countries,so this also was another reasonfor us to ensure compliancesooner. The focus in thesecountries has been, notsurprisingly, on the safetyelements of the standards forkids’ bikes.”

NEWS

Halfords gets in early on EN standards

DERBY-BASED distributor MooreLarge has added the new Fenixbrand to its growing portfolio.

The Fenix range, whichfeatures high-quality flashlightsthat can be mounted tohandlebars and helmets, isalready in stock and available toMoore Large’s dealer base.

The new deal means thatretailers will be able to get theirhands on the Fenix line-up,which features cutting edge LEDtechnology, and aircraft gradealuminium design with an extratough anodised finish.

An ML spokesperson toldBikeBiz: "Moore Large are excitedto add Fenix to its already strong

lighting range. Torch Lights coverthe low-to-mid range, Knogoffers something outside the boxfor the trendy commuter andFenix now covers high-powerlights. Moore Large will be theexclusive cycling distributor inthe UK for Fenix.”

The supplier explained thatone of the key selling pointsbehind the range is the poweroutput to size ratio, giving outbright light up to 240 lumensdespite being small and compact.Beam brightness doesn’t fade asbattery power diminishes, whilethe optimised circuit design ofthe TK series flashlights regulatesoutput to prevent over-discharge.

The T6 aircraft-gradealuminium body offers greatdurability, is waterproof anddustproof, as a result of aspecially designed seal structure.

Also featuring a heatdissipating system and boastingelectrical efficiency that makesthe most of limited batterypower, the optic’s design enablesthe beam of a Fenix flashlight tocast a fine blend of far throwinglight and soft illumination with aperfect combination of hot spotand floodlight.

Interested dealers shouldcontact Moore Large on 01332274200 for more information onthe new torch range.

By Jonathon Harker

Moore Large sheds light on Fenix deal

Retail chain’s brands to comply with new standards ‘long before’ impending legislation comes into force

BIKEBIZ.COM BIKEBIZ AUGUST 7

“We found that our history had servedus well and that only relatively minormodifications were required to ensurefull compliance to the new standards.”

Chris Hall, Halfords’ Head of Quality Assurance

Halfords isensuring each ofits own brands isfully compliant,as well as itsexternal brands

THIS IS the proposed view ofCycle Show’s jump arena where,for the second year, professionalsfrom the mountain biking andBMX world will put ondemonstrations to the crowds.

BikeBiz has also been handeda hot tip for those retailerslooking for a stock solution tohandlebar or helmet mountedsports cameras. Veho has takenspace at the October show,choosing to target a new marketwith what it describes as theworld’s smallest sports camera.

Despite its diminutive nature,video quality is notcompromised, as the camerarecords to a two Mega Pixel AVIfile format in 640x480resolution. It stores the videostraight to its 2GB Micro SD card(supplied) and the camera’smaximum capacity is 8GB.

NEWS

Accelerade seeks energetic start to UK tradeEnergy brand arrives in Britain following country-wide success in the USA � 20 dealers already signed up

Cycle Show sneak peek


ON THE back of its success inmore than 8,000 stores over inthe USA, Pacific HealthLaboratories has brought theAccelerade energy supplementbrand to the UK.

Since the brand’s arrival, 20dealers have signed on to stockthe brand’s extensive supplementrange, but further bike tradespecific clients are sought.

Clinical studies form thescientific foundation behind the4:1 carbohydrate-protein ratioutilised by product-linesincluding the Accelerade, AccelGel and Endurox R4.

Rapid rehydration, extendedendurance and a quickerrecovery have been documentedby testers, meaning that theproduct is particularly wellmatched to shops stockingtriathalon product.

Pacific Health Laboratories’Chris Green told BikeBiz of thecompany’s aspirations for theUK: “Our goals within the UKmarket are to introduce theproduct line to the specialityretailers within triathlon, roadcycling and mountain biking.

“Dealer support is a key focusand PHLI will offer an event andathlete support programme atnational and regional level toraise awareness of the benefits of

the products and drive sales intothe dealers. The sales strategy isto support the dealers at everylevel, give the dealers a goodsales margin and not competewith the dealers by selling directto the consumers.”

PHL will also bring in a furthertwo products – Endurox andForze GPS – the first suited topost workout recovery use andthe later aimed at maintainingand building muscle mass.

By Mark Sutton “Our goals withinthe UK market are

to introduce theproducts to

specialityretailers.” Chris Green,

Pacific Health

SUSTRANS’ Bike It cycle-to-school initiative has signed up toSelectamark’s Bikeregisterscheme in an effort to crackdown on bike theft.

Several hundred schoolchildren in the Doncaster area,where the initiative is beingpioneered, have had their bikessecurity marked and placed onthe Bikeregister database – whichis now in its fifth year.

The online registration schemeencourages cyclists to sign up tothe site and mark their bike usinga police preferred product. Policehave access to the database,enabling recovered bikes to beeasily linked to their owners.

During Dr Bike sessions at localschools, pupils were given thechance to have their bikesmarked with a unique ID code

and deterrent sticker, and beregistered on the scheme.

Sustrans Bike It officer JimCole was closely involved withthe project: “The introductionof Bikeregister at some of theschools in Doncaster has beenan added bonus as it brings tothe forefront the idea that thechildren should beconcentrating on security.

“They need to remember tolock their bikes up. Once a

child has had their bikemarked, if it is ever lost orstolen and then recovered bypolice, there is a highpossibility that they will get itback.”

Cole added: “It's been afantastic few months for Bike Itin Doncaster, with loads ofchildren cycling to school and fullbike sheds everywhere.”

NEWS

Selectamark and Bike It tackle crime

BIKE accessory brand Knog hasrevealed that it will sponsor the2009 European Hardcourt BikePolo Championships held inLondon this summer.

Taking place on August 1st and2nd at the MarlboroughPlayground, Union Street in SE1,the sporting event is expected toattract teams from across Europefrom the burgeoning sport.

Knog will be heavily marketingat the event, with a three bythree metre Knog Easy-up

product display, promotionalmaterial, voucher and‘Knogalogue’ hand outs. The topthree winning teams will receiveprizes from Knog, with productgiveaways to attendees.

The brand is distributedexclusively in the UK by MooreLarge, which told BikeBiz that theevent sponsorship is a chance forKnog to “engage with its targetmarket, promote its products,raise brand awareness and gainpublicity.”

By Jonathon Harker

Knog backs theBike Polo scene

“The introduction of Bikeregister inschools has brought forward the ideathat children should be concentratingon bike security.”

Jim Cole, Bike It

IN A WORLD exclusive first look,Exposure has handed BikeBizinformation about its largelyrevamped winter line, which isready for forward order now.

The range, which is due to beseen at October’s Cycle Show,continues to utilise cable-freedesign where the light unit isfully contained with no trailingwires or separate battery pack.

Exposure, last year’s BikeBiz‘Product Innovation’ AwardWinner, has brought back theacclaimed QR bracket, offeringeasy attachment and removal oflights from bicycles, allowing itto double as a hand torch, aswell as a bike light. Smart PortTechnology means rear lights canbe powered from the main unitor a remote switch.

Other features include multimodes, long burn times, a high-quality Li-Ion battery, built-infuel gauge and mode indicator.Six entirely new models are setto drop shortly, so dealers shouldlook out for the top-of-the-line

addition the Toro, retailing for£275 and sitting just below theexisting Maxa-D. Then in pricedescending order the Strada,Diablo, Spark, Flare andaffordable (£40) White Eye.

The Toro, which replaces lastyear’s Enduro light, is capable ofemitting 700 lumens from asingle P7 LED. Also beaming 700lumens, the Diablo retails at£225 and emits a tighter beamthan its senior. At £245, theStrada kicks out 480 lumens withtwin beam lens configuration,

designed for road use. High anddip beam functions are built-in.

At £100, USE’s Spark offers220 Lumens and is Exposure’sfirst replaceable battery light. TheJoystick-based new Spark comeswith two Li-Ion CR-123 batteries,lanyard and handlebar bracket.Burn times and output aresimilar to the Joystick with thereplaceable batteries.

Interested dealers shouldcontact USE on 01798 344477or by email at [email protected] [email protected].

Exposure reveals all

Security firm teams up with Sustrans to battle the bike thieves � Hundreds sign up to Bikeregister scheme


THE BIKE Doctor Academy wasdeclared open for business byLondon’s cycle-mad mayor BorisJohnson during July.

Run by Sean Lally, the businessbegan and still partially operatesas a mobile cycle repair business.However, with the opening of theIslington Academy, Lally has hireda number of experienced cyclemechanics, who will be based inthe 2,500 sq foot, state-of-the-artworkshop, training students inevery aspect of cycle mechanicsand developing the skills necessaryto enter the cycle industry.

At the launch Johnsoncommented: “It is fantastic tocome here and witness the birthof the Bike Doctor Academy,which will help to provide Londonwith a home-grown generation ofcycling specialists, capable ofresponding to the cycle boom thatis currently underway.

“It is essential that Londonadapts to changing economictrends. Initiatives like the BikeDoctor Academy exemplify that,and will, I hope, prove communityand entrepreneurial spirit cancome together to set up a lastingskills and environmental legacy.”

During BikeBiz’s visit, Lallytalked optimistically about his

aspirations for the business:“We’ve had a fantastic responseto date and our early courses arebooked out until September. Ourcourses are open to trademembers and the public, so withany luck a portion of our students

will go on to redress the shortageof cycle mechanics available.Going forward into 2010 we’relooking to introduce variousadvanced wheelbuilding courses,as well as a module on e-bikes.”

The firm’s strategy director andinvestor Howard Barrett praisedthe large number of brands thathave been quick to back thefacility, apparently recognising theneed for further training facilitiesin this country.

“As bike product becomes moresophisticated we want our coursesto be at the cutting edge and goabove and beyond the ‘pass’ levelwith our teaching. That’s why it’sgreat to have such widespread

support. It’s a testimony to Seanand Julia’s hard work in makingthis Academy a reality.”

The repair aspect of thebusiness has plenty to shoutabout too. The firm has bagged‘fleet repair’ contracts with thelikes of Aviva, several councils, theGLA and the Houses of Parliamentamong other city businesses.

“Companies are waking up tothe fact that people want to cycleto work,” added Lally. “At a cost of£300 per day, one of our fullytrained mechanics will cycle to acustomer and do a full day’s workon as many bikes as possible.Many are happy to keep theiremployees’ bikes in tip-top shapeas they recognise people get towork on time when they cycle.”

The car-free ethical policy issomething the Bike Doctor takesvery seriously. “I’m fairly sure thatlast year we were the onlycompany to take everything,including our stand, to the CycleShow by bike. We’re pretty militantin our transport choice, even ourstrategy director sold his car! We’llbe at Cycle Show again thisOctober, so trade and consumersalike can come and discuss ourcourses.” For those interested inenrolling, sign up either online atwww.the-bike-doctor.co.uk or byphone at 07726 921002.

Dorel picks upIron HorseAt a cost of $5.2 million,Dorel Industries has addedIron Horse to its leisureportfolio.

Windwave tohandle FSAGravity brandexclusivelyFull Speed Ahead Europe hashanded Windwave exclusivedistribution rights to itsGravity products. Zyro alsodistributes FSA and FSAVision product in the UK.

Charge teams upwith mensweardesignerThe 2010 Plug ‘Griffin’ hasbeen designed with inputfrom menswear icon JeffGriffin. There’s also a chanceto win one by subscribing toGriffin’s email list atwww.griffin-studio.com.

Governmentcalled on to delayrise in VATA motion was made inParliament during July todelay the scheduledThursday December 31st riseback to 17.5 per cent.

The Association of CycleTraders supports the bid,stating on its website that:“The Government is yetagain proving its ignoranceof the retail marketplace andthe impact of this timingupon retailers.”

Ison moves houseAs this magazine hits desks,Ison Distribution will be inprogress of moving to alarger, Ely-based warehouse.The new address is 201Lancaster Way Business Park,Ely, Cambs, CB6 3NX.

ACT phonenumber changeThe Association of CycleTraders has new telephoneand fax numbers. These are0845 618 7256 and 0845618 7257 respectively.

CYCLESHORTS

NEWS

For breaking news visit:www.bikebiz.com


Boris backs the Bike DoctorLondon Mayor cycles to Academy opening � Johnson praises facility, green valuesand training programmes � Business bags several high-value fleet repair contracts

By Mark Sutton

“We’ve had a fantastic response andour early courses are booked out untilSeptember. With any luck we’ll redressthe shortage of mechanics.”

Sean Lally (secondleft) and the LondonMayor at the launch

A WHOPPING 378,768 fewerbicycles were imported into theUK in the first five months of2009 when compared to thesame period last year.

The drop, which equates to a34.5 per cent decrease, is blamedon the fastest currency value dipsince 1931. On the back of thepound hitting a $2.05 high priorto the recession, its value dippedto just $1.35 in January forcingsuppliers to hit the brakes on thevolume of bikes ordered.

Hot Wheels joint director andBicycle Association memberRussell Merry commented on thefigures, which are exclusivelyhanded to BA contributors: “Inmy opinion, all distributors wouldhave been forced to ordercautiously when the value of thepound dived. It’s a shame thatthe majority of importers can’tjust turn the tap back on now toaddress the patchy stock levelsthat many retailers arecomplaining of. Lead times have,however, now improved, meaning

stock is becoming moreaccessible quicker than previously.Business is good all the same.”

Startling declines from bothTaiwan and Thailand wererecorded, with 32 per cent and70 per cent dives, respectively.Notoriously the source of low-end builds, the severe drop inbicycles exported from Thailand

signals a far lower demand forbikes on a budget. Among othernotable drops, the Netherlandsexported 47 per cent less bikesto the UK in the first five monthsof 2009, shipping only 24,834units down from 46,815 over thesame period in 2008.

In contrast to this, Sri Lanka’sexports (Jan to May) to the UKincreased by nearly 40 per cent,from 61,581 units to 85,212units. Many European

manufacturers also recordedincreases in exports to the UK.However, these countries figuresare still dwarfed by Far East supply.

Interestingly, Giant, the world’slargest bicycle manufacturer, is“not one of those to reduceimports from Taiwan,” accordingto UK MD and BicycleAssociation member Ian Beasant.

East-London retailer ChrisCompton told Radio 4 listenersduring July that he sympathisedwith suppliers who were forcedinto cautious ordering late in2008. He said: “Supplier buyingdecisions were modest aroundNovember last year as theeconomy looked bleak and thecurrency exchange had hit a low.Many suppliers are now bringingforward the 2010 model year toaddress shortages.”

By Mark Sutton

NEWS ANALYSIS

35 per cent decline in UK bicycle imports


Bike shortages not necessarily down to demand � Thailand exports nosedive 70 per cent since 2008

“Lead times have improved, meaningstock should now filter through quickerthan it was previously.”

Russell Merry, MD at Hot Wheels

Where does your bikestock come from?

Sri Lanka appears to be growing itsbike exports to the UK, but could itsoon compete with Thailand as afavoured industry source?

TOP FIVE EXPORT COUNTRIES

TAIWAN: 2009: 224,575 22008: 333,856 Change -32.73

THAILAND: 2009: 74,069 22008: 250,458 Change -70.43

SRI LANKA: 2009: 85,212 22008: 61,581 Change +38.37

TUNISIA: 2009: 59,101 22008: 73,926 Change -20.05

BANGLADESH: 2009: 74,182 22008: 109,247 Change -32.10

OTHER NOTABLE MOVERS AND SHAKERS

NETHERLANDS: 2009: 24,834 22008: 46,815Change: -46.95

CHINA: 2009: 4,720 22008: 14,701 Change: -64.45

MALAYSIA: 2009: 3,086 22008: 26,699 Change: -88.44

(All figures show shipments from January to May)

CHAIN REACTION


A modern ‘integrated e-commerce’ website can providesignificant opportunities. Citrus-Lime MD Neil Mcquillan explainshow well-managed online sales can add value to a business…

Do youcompute?IT ISN'T SO many years sincethere was a great rush for smallbusinesses to ‘get online' and forretailers to 'sell online'. Most bikeshops at least got some sort ofweb presence up during thistime, even if it was little morethan a photo of the shop, theaddress, opening times andperhaps a map.

Retailers naturally had a fearof being left behind and therewas an element of keeping upwith 'Jones' Cycle shop' in thenext town. And of course therewas a significant amount ofGovernment cash swillingaround, from Business Links, ruralsubsidies, and a plethora of EUrelated schemes.

Some, the brave, even wentthe whole hog and started to sellonline. But not all had positiveexperiences. The ones I speak totend to tell one of three stories.

There are those who tried e-commerce, but stopped: Many ofthese retailers were left tograpple with a time-consumingand complex set of additionalbusiness processes that they feltsimply didn't contribute enoughto warrant continuing with, or

even worse led to a negativeimpact on the existing 'bricksand mortar' business. Somehadn't considered the changesthat would have to be made tothe business to accommodate e-commerce and the ongoing workto update and promote it.

There are also plenty ofretailers who've tried e-commerce, but are strugglingwith it. At a trade show I met abike retailer using a non-integrated e-commerce site whowas determined that he didn'twant his online sales to grow.The reason? He simply couldn'tcope with any increase in thevolume of orders to process andfelt that he was neglecting hisexisting customers. With non-integrated sites the amount oftime dealing with customerswho have ordered out-of-stockitems is a particular problem –added to the phone calls 'tocheck where my parcel is?'.

Then there are those whohave been successful with e-commerce. These retailers havelargely moved onto moremodern platforms, they nowhave fully integrated sites linked

with their main epos stockfile.They don't have to re-key detailsbetween three differentapplications and then write outthe courier labels by hand. Theyhave software that allows them

to streamline the processesinside their businesses that arerequirements of running asuccessful e-commerce site, andmost importantly they have thedrive and energy to succeed.

Given that there are manyretailers out there who have eitherdismissed e-commerce or whohave had bad experiences with itin the past, it can be difficult forme to persuade them to at least

think about the benefits thatonline sales could bring to thebusiness. What’s so differentabout ‘integrated e-commerce’? isa question often asked.

An integrated e-commerceplatform – such as that offeredby Citrus-Lime – will use onestockfile for both e-commerceand epos, and will be able tokeep the stock levels on yourwebsite accurate, preventingoversells. Some providers cantransfer your supplier’s stockfileinto your epos system, speedingup product entry no end –Citrus-Lime even has a way ofgetting the exact amount ofstock held by your distributordisplayed next to products inyour epos system, and these canbe displayed online too.

Order processing and dispatchis much more streamlined andsimple to perform. It is oftenpossible to directly print outcourier labels pre-filled withcustomer details. A fully integratedapproach allows automatedsystem payment processing –you can still view all thetransactions prior to acceptance– without keying in data.

Many integrated systems offera workshop module too. There hasbeen a renewed focus recentlyon the issue of workshopsunderselling themselves – andlively discussions too. But it’sworth remembering that with anintegrated system you would haveaccurate reporting that would tellyou exactly how much revenueyour workshop generated.

Customer expectations aregreater now too. A modernintegrated e-commerce platformneeds to provide retailers withthe potential to update andexpand their sites to incorporatenew features that customers arecoming to expect. Some onlinebike retailers - particularly thosein niche markets - are buildingan online community aroundtheir businesses with servicessuch as Twitter and YouTube.

Of course, it's for IBDs tomake up their own minds aboute-commerce in relation to theirbusinesses, but for those who dodecide to go 'clicks and mortar'there remains real opportunityto add a new income stream in achannel experiencing significantand consistent growth.

“For those whodecide to try‘clicks and mortar’there remains areal opportunityto add a newincome stream.”

Neil Mcquillan

Tel: 0131 319 1444 I www.hotlines-uk.com I Email: [email protected]

[ S T R O N G P R O D U C T S ]

“The Tomac Snyper 140 is a trail riding achievement”MOUNTAIN BIKE ACTION MAGAZINE

Th e Snyper 140 a do-it-all bike that is stiff, light and breathes high performance.Designed for rough climbs and fast descents.

“ Th is is a fi ve-inch-travel trail bike that likes to get as radical climbing as it does descending. Th e Tomac Snyper 140 is a trail riding achievement and a bike that fi nally delivers on the Tomac promise.”

MOUNTAIN BIKE ACTION MAGAZINE

Visit the Website for Details of all our Brands! www.hotlines-uk.com

For more details please contact:

“WE’VE BEEN selling bikesonline since about 2001, and weshall continue to do so. Some ofour brands have been heavilydiscounted online this year, butin most cases it’s just passing onsupplier discounts. So anyonecan price match them if theywant, providing they bought wellwhen they had the chance.

We’ve been accused by someof ‘price shagging’ this year, butagain we’re just passing onsavings we’ve made. Somepeople always want to blamesomeone else for their ownproblems. Bottom line is, therewill always be someone cheaperthan you. Always. If you getstressed by them, or allow themto set your retail prices, you’redoomed!

I’ve never paid attention towhat other cycle retailers aredoing. If they want to worryabout what we’re doing that’sup to them, but it’ll never be theother way round. We do whatwe do, and we do it well, that’sall that matters.”

STEVE BASKERVILLE, REALCYCLES, BELFAST

“FOCUSING on the repair aspectof the business, there’s limitedcompetition as we’re notbogged down with the stock andsales of various types of bikes.

Bikes are no longer just twowheels, some pedals and ahandlebar. You have to specialisein specifics if you’re to competenowadays.

There’s a Tesco not far downthe road from us, which providesour stiffest competition. But I’mnot concerned, because at 40pfor a puncture repair kit youreally do get what you pay for.

I’m happy to go down therepair route as there’s plenty ofwork to be had and the marginsare a little higher than those ofmany sales.”

TONY GRAYSON, LANE ENDCYCLES, MANCHESTER

“MY THOUGHTS are that thereare people who like small shopsand then there are those wholike Halfords and surfing the webfor purchases. One is probablynever going to change that andas long as I’m getting a good

share and the non-specialists doa bad job, then our business willbe okay.”ALAN GOULD, THE BIKE SHOP,

EAST SUSSEX

“COMPETITION OPENING upon your doorstep can beworrying, although it can be agood thing and definitely keepsyou on your game. Where thishas happened to us in the lastcouple of years we have foundour own business has increased.

Halfords’ statement toconcentrate on quality, as wellas quantity, shouldn’t reallychange the market. They havehad GT and Kona for years andits Carrera bikes have beenheading in that direction for along time now. One of thefrustrating issues for us withHalfords is their Cycle To Workscheme.

First off the Government taxbreak has been a great benefitto the cycle industry as a wholeand Halfords has done a greatjob running their scheme andgrabbing market share, but theywill supply all brands at any

cost. This comes at a cost toIBDs taking pounds from themfor very little profit. This is verydisappointing and makes brandterritory and protection difficult.

Online is getting strongeralthough cut-throat pricingseems to be easing off a bit ascompanies realise they needmargin to make money. Therewill always be something outthere you can’t compete with,but that is business.

Other than that you have tolook at product availability andprice point bikes being harder tofind. Pricing may be an issuecome Christmas, especially withkids’ bikes.”

ALAN GIFFORD, CYCLES UK,

“THE ONLINE stores are reallystarting to cause our businessproblems, mostly because of theextensive and diverse range thatis available nowadays.

The developments at Halfordsare another pressure, buthopefully we will be able tokeep our heads above water.”

ANON INDEPENDENT

INDUSTRY OPINIONS


With almost 450 retail outlets in the UK, Halfords’ recent vowto focus greater energy on top-quality bicycles will no doubtspur cycle specialists to defend their territory. Mark Suttonasks around to find out where the biggest threats to theindependent are coming from…

Competitionunder control?

“I’ve never paid attention to the pricesof others.We do what we do and we doit well. That’s all that matters.”

Steve Baskerville, Real Cycles, Belfast

BIKEBIZ.COM BIKEBIZ AUGUST15

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

EVENTS

September 2009 October 2009

November 2009

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

In association withAWARDS 2009

REVIEW WRITING runs throughFuture like a stick of rock andthere are strict controls,including a code of conduct forindependence and transparency,to ensure it’s done right. Fromglossy gadget guide T3, toPlayStation title PSM3, to TotalFilm, Future’s business is built ongiving readers trusted buyinginformation.

Matt Skinner, editor of WhatMountain Bike, outlined what it’sall about: “We try to arm peoplewith all the information theyneed to buy right. We’ve justrefreshed our testing pages toreally emphasise the authorityand the lengths that we go to inour testing. The expertise andcollective experience of our coretest team amounts to over 150years. As far as I know that’sunrivalled.”

Future’s bike testing processbegins with the logistics ofhandling 700 test bikes a year.Bikes are delivered to custom-built storage facilities close tothe publisher’s head office,which is based in Bath. Onceunpacked, every bike is thenbuilt up and safety-checked inthe fully-equipped workshop byprofessional mechanic, and

former semi-professional racer,George Ramelkamp.

After testing, each bike iscompletely stripped here forinspection. Frame angles andalignment are measured, andeverything is weighed to givereaders true specifications, notjust manufacturers’ claims.

The test riding process takes

months, as Cycling Plus technicaleditor Simon Withers explains:“Typical testing involves eachmachine being ridden by asmany different riders as possiblein situations resembling thebike’s intended usage. Touringbikes will be toured on, sportivebikes will be ridden in sportives.Sometimes Cycling Plus testershave ridden up to 1,000 mileson test bikes.”

Mountain biking technicaldirector Steve Worland explains

that the testing process isguided by the product itself. “Ina nutshell, we test products foras long as we feel we need to inorder to form an unbiased, well-informed opinion with which toeducate potential buyers. Thebest testers tend to be the riderswho’ve seen bikes evolve andwho still maintain a potent

enthusiasm after gaining yearsof cycling experience.”

The same approach is beingused in Future’s newly-launchedmagazine, Triathlon Plus, with apool of talented athletes andexperienced bike testers pushingtheir considerable fitness to thelimits on test loops and inaction during races too.

Future relies on a core ofhighly experienced testers, andas Matt Skinner explains, it takesa certain type of rider to make it

as a tester. “Saying that you likea bike is easy. Saying that youhate a bike is also easy. Sayingthat you personally might notbe the right rider for a bike, butthat someone else might be, isthe difference between anamateur and a professional.”

Scoring can be a thanklesstask – someone will alwaysdisagree – but Future goesfurther than any company toensure its numbers are fair. Ithas recently conducted an auditof every current tester’s scoresfor every product and bike.

Skinner says: “This allows usto see who is marking harder orsofter than the average, givingus the opportunity to adjustindividual testers forconsistency. It also gives usaverage, median, high and lowscores for our magazines as awhole and ensures our scoresare in line with our scoringdefinitions.”

Simon Withers says it’simportant that testers do notshy away from giving poormarks to a product: “If you lookat our last locks test [CyclingPlus issue 219], you’ll seeproducts that scored one andtwo out of ten – quite expensive

OFF THE RADAR

Testing 700 bikes ayear is no meanfeat as JamieWilkins found outwhen he visitedFuture Publishing’sproduct testingfacilities in Bath.But what exactlygoes intoproducing thereviews thatappear inMountain BikingUK, Cycling Plus,What MountainBike, TriathlonPlus andBikeRadar.com…?


Testing times

“We test the products for as long as weneed to in order to form an unbiased,well informed opinion with which toeducate potential buyers.”

Steve Worland, Technical Director

locks that served as little morethan a visual deterrent. We givelow marks if we feel theproducts deserve it.”

“Any scoring system has to bediligently policed,” adds Skinner.“If average products are scoredtoo highly, then the exceptionalones won’t stand out.”

Sports group editor-in-chief,John Stevenson, says Future’sinvestment in its testinginfrastructure is continuallygrowing.

“We're working on asignificant project to do more tosupport our riding-based testingby expanding our in-house labtesting so we can betterquantify the things that matterin how a bike behaves on theroad and the trail. However,we're never going to base ourreviews solely on empiricaltesting,” he offers.

Future’s long-established,company-wide code of conducton testing informs on thestandards and infrastructurealready outlined, but also putsstrict controls on the influenceof advertisers.

Advertisers are never able toview, let alone influence, a reviewprior to publication. “100 per centwhole-heartedly they don’t haveany say in what we do,” promisesMatt Skinner. “There are nosweeteners and no backhanders.We regularly have incidences ofadvertisers threatening to pulltheir advertising because of a badreview, but it won’t change whatwe do.”

And with millions ofmagazines sold and unique usersonline every month, Future takesits business of providing itsreaders with trusted and credibleinformation very seriously.


200,000+ Total miles ridden by testers annually18,000 Highest annual mileage by individual tester6,000 Mechanical jobs performed each year by magazine staff700 Bikes tested in a year by the group590 Total years cycling experience of testing teams1 Kilometre of gear and brake cable fitted in a year

Future’s testing in numbers

BRAKING NEWS: Every bike is completely stripped and the components weighed and inspected beforereassembly and a final safety check.

MECH ADJUST: Technical director Steve Worland leads a highly experienced testing team.

TRAVEL CHECK: Suspension travel is just one of a host of specifications independently tested.


REECE INTERVIEW

Give us a brief history ofReece Cycles:Reece has been a cyclewholesaler since the 1930s,starting off locally and withtime, becoming a nationaldistributor. Reece remainsfamily-run today, although we'reslightly more diverse than yourstandard family-owned bicyclebusiness.

What stockist opportunitiesare available for your variouscomplete bike lines? Those looking to take on ourranges should make a simple callto the office and let us knowwhat they will be seeking. Fromthe initial contact, the local areasales manager will schedule afollow-up visit to discuss thedealer’s requirements.

Reece has a company policyto only supply bikes to theindependent bike dealernetwork. Regarding Probike,Python and Free Agent, we try toprotect the dealer’s area by notopening accounts in closeproximity to one another. Allaccounts are dealt with on aone-to-one, personal basis.

Schwinn is dealt with on acompletely separate basis to ourother bicycle brands. Our aimwith the brand is to restore itsexclusivity in the market and toprotect the image of the brand.Because of this we have receivedlots of positive dealer interest ina relatively short space of time.

Can you pick out any high orlowlights of the past year?Business has been incredible in

2009, despite the economicdoom and gloom.

We started 2009 with twonew brands, the first beingSchwinn bikes. These have beenreceived very well and certainmodels like the women's Jennysold out almost instantly.

January 1st also saw ReeceCycles appointed as a nationaldistributor for Schwalbe tyresand tubes, which is possibly themost in-demand brand of rubberat the moment.

What has a brand got to do tobe noticed by Reece? Our brand portfolio has certainlygrown quite a lot over the lastfew years, because we arealways watching the market andoften on the look-out for newand exciting additions to

complement our existingproduct range.

A product needs to be ofgood design, well made and, ofcourse, competitively priced inorder to stand a chance ofselling well in the UK market.

I’m currently talking toseveral parts and accessorybrands regarding distributionpossibilities, but I can’t really sayany more at the moment!

How can a dealer open anaccount with Reece? Are thereany criteria to be met?The main criteria is that you areactually a store owner and notsomebody operating out of theback bedroom or from a marketstall.

We try to avoid opening morethan one bike account per town.

Family-run distribution fun!Reece Cycles of Birmingham has one of the country’s most comprehensive product offerings. MarkSutton talks to Jason Bonness about further growing the business, building brand names and more…

“Reece has apolicy of onlysupplying theindependentnetwork. We’ll goto great lengths toprotect ourbrand’s image.”

Jason Bonness, Product Manager,

Reece Cycles

Parts and accessories can be twoto three accounts per town,depending on catchments area.

What payment methods areavailable? New accounts are opened on apro-forma basis. The methods ofpayment accepted for new pro-forma accounts are credit ordebit card, cheque and BACS.

Existing accounts get terms,but can also pay by credit ordebit card, cheque and BACS ifthey so wish.

Is anything causing yourbusiness concern at present?The adult budget bike market,which ProBike is strong within,has seen a decline in numbersdue to the supermarketsmuscling into that area. I alsobelieve the Cycle To Workscheme is partly to blame.However that has a positive side,

as sales of our mid-pricedPython bikes have increased.

The BMX World Champs is dueto be held in Birmingham inthe Olympic year – how willyou get involved with this? It's early days yet as far as theevent is concerned. Nothing hasbeen put down in stone, butbeing the distributor of FreeAgent, and having current men’sGold on the team, MarisStrombergs, you can be surewe’ll be involved there

somewhere. I’m currently working on a few

projects with local tracks to getthe kids interested; tracks such asPerry Park are being rebuilt withover £500,000 being spent onensuring it’s a top-class facility.

What product are you mostexcited about in the comingmonths? October is going to be exciting,because we aim to launch theSchwinn 2010 over several roadshows across the UK (venues anddates are yet to be announced).The beach cruiser range has beentotally revamped, and the fixierange now covers five pricepoints.

Has anything far outperformedyour expectations in the past12 months? The general market has certainlystarted to shift away from

mountain bikes and begun torealise that the hybrid or comfortbike is the way forward for urbancycling in the UK.

Schwinn Madison fixies havealso proved very popular, as havethe fixie wheel sets we sellseparately.

On junior bikes, the ProBikeWolf has been very popular in allsizes, of which 12 to 20-inchbuilds are available.

Is Reece involved with anyevent sponsorship and does

the business do anythingabove the call of duty forcycling?We currently sponsor a six-person Free Agent BMX raceteam, and supporting theStephen Murray ‘Stay Strong’BMX team as its frame sponsor.

Locally, we recently donated anumber of bikes to theBirmingham Police for theirPCSOs to use on patrol in andaround the city centre.

How many staff do youemploy and do many cyclethemselves?We currently have 18 membersof staff based here inBirmingham, and out of thatnumber there are four who cyclein every day, plus myself whorides regularly after work. Oursales team consists of seven areamanagers at present.

Going forwards, what are youraspirations for the businessand for cycling in the UK?We are soon to be going livewith our long awaited B2Bsystem, which should be awelcome addition for many ofour customers.

As for cycling in general, it’s agreat time to be involved. Thepart the bicycle plays in thegreen agenda is massive and asthe Government does more toencourage city dwellers out oftheir cars, so its part in daily lifewill grow even more.

There is also the fitness aspectto consider. With cycling nowbeing a GCSE qualification insome areas, kids will hopefullybegin to see that riding a bike ismore fun that being sat inplaying on a games console onbright summer’s day.Tel : 0121 622 0180Web: www.reececycles.co.uk

REECE INTERVIEW

“The general market seems to haveshifted away from mountain bikes andmore toward hybrid, or comfort bikes.This seems to be the way forward forurban cycling in the UK.”

Jason Bonness, Product Manager

A kitted-out SchwinnMadison fixed gear


Reece Cycles sponsors a six-person Free Agent BMX team

among other interests

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

DOESN’T TIME just fly by in thisindustry? The controversialdecision to take on theStanforth’s legendary, yet ailing,Saracen brand was met by bothapplause and constructivecriticism back in December.

Fast-forward to February’sIceBike show and Madison’scustomers had begun to askquestions about how the brandcould be turned around and bywhom. Simon Wild (pictured),formerly of Raleigh, is the mantasked with the brand’stransformation, both in terms ofreturning the once highly-regarded status and designingand speccing the range.

For the first time in Madison’shistory – and testament to theinvestment in the brand – a soledesigner, Kiera Askeroff, has beenappointed to work alongsideWild. The pair have been workinghard since January too, taskedwith creating a range that willappeal to what Wild describes as“an emerging market of 18 to 25year olds seeking a reliable bikefor multiple purposes.”

An emphasis on reliability isone of Wild’s main focuses,something immediately obviousby the far upgraded specs on the

2010 line-up when compared tothe brand just a few years back.Shimano features throughoutthe range (top-end Mantramodel aside) as does SR Suntourforks on the low-to-mid-endbikes. Higher in the range there’ssmatterings of Race Face, Quad,Continental, Rock Shox,Marzochhi and Mavic.

So what’s in it for dealers?Well, on the back of criticisms thisyear, Madison is to clamp downon online discounting in 2010,which of course will protect dealermargins – another strong reasonwhy retailers may be interested inthis new range. The destiny of thebrand is now exclusively in thehands of independent retail.

For the many who jumped atthe opportunity at July’s dealerpreviews, 2010 sign-up involvedmany clauses designed toprotect the brand’s image,something many felt had beentarnished previously by thelower specced, often discountedmodels available at the largersheds. What’s more, the pricelists given to dealers at the Julylaunch shall remain fixed until atleast February 2010.

Image certainly won’t concerndealers going forward though.

With the relaunch comes plansfor a wealth of promotionalactivity through a series ofcartoon characters – under the‘not the usual suspects’ slogan –customised and matched to amodel. Then there’s the Londondesign agency hired to jazz-outsome models. Madison has alsomade strong moves to appoint‘A-list’ riders to put the brand’smodels through tests and races.

Attention to detail has beenkey in developing an entirelynew and unique image for thebrand too. Wild tells BikeBiz:“When designing the range wepaid plenty of attention to detailto ensure the designs werefunctional, aesthetically pleasingand as technically advanced aspossible. We decided to stepaway from hydroformed tubingto control the wall thickness ofthe frames. Then there’s thebrushed steel head badges onevery bike all the way up to theZen range. Personal touches ofmine include careful positioningof the cable guides so legs won’tcatch as you mount ordismount. And, of course, there’sthe super-stylish imbedded‘Saracen’ in each frame’sheadtube.”

Kids’ bikes have had the sametreatment too and Wilddescribes the models, whichbegin at £129.99, as scaleddown versions of the adult bikes.The same thought has gone intodesign, explains Wild:

“It’s all very well having bartassles, kids love that, but wethought it better to spec thebikes with practical, attractiveadd-ons, such as a bar mountedwater bottle holder. Whiteseems to be the ‘in’ colour at themoment, so we’ve tailored thegraphics on the junior models tosuit boys or girls. The Saracencharacters feature in either pinkor blue. Simple.”

The range is due to beunveiled to the public for thefirst time at October’s CycleShow, with the trade dayhosting the first viewing of theyet-to-be-seen urban 700ccmodels, the Myst downhill andextensive freeride range.

Initial interest in the brandhas been strong. However,Madison is looking to set up ageographical dealer base. SimonWild can be contacted via emailat [email protected] via phone on 0208 385 3385.www.saracen.co.uk

BRAND SPOTLIGHT SARACEN


Announced last December, Madison’sacquisition of Saracen promised to re-invigorate the brand. The very first samplesof a much-anticiapted 2010 line-up have nowhit UK shores. Mark Sutton visits Madison’sdistribution centre for a progress update…

The next Zen-eration

“It’s all very wellhaving bar tassles;kids love that. But

we thought itbetter to spec

practical add ons.”

MYSTERY SHOPPER

Keyne cyclist? New towns always come in for abit of stick, but these youngerurban areas often providesuperior facilities and betterspaces for cyclists than theirunplanned, sprawling oldercousins. Milton Keynes is onesuch new town, but how do itscycle retailers measure up whenBikeBiz’s Mystery Shopper waslooking for a children’s bicycle…?

Milton Keynes

Roy Pink Cycles ROY PINK Cycles is based just a few miles outsideMilton Keynes in nearby market town Newport Pagnell.Located at one end of the High Street, the shop’s eye-catching frontage included a display of bikes and, at thetime of Mystery Shopper’s visit, a children’s bike too.

Inside the shop, the bike display was well laid out,with some children’s models on display. A sales assistantapproached me after a few moments of browsing andasked about the age and height of the child, beforeadvising that it was preferable to give a proper bike fit.

A recommended 16-inch model was not in stock, butthe sales assistant said an order was being made thatday. He went on to encourage a sale, saying that aspecific model could be ordered in, but was reassuringlynon-pushy when told that I’d prefer to shop around first.

I also asked about children’s accessories and waspointed towards the shop’s wide range, includinghelmets with appropriate graphics and styling. Thefriendly staff member went on to discuss that a firstbike is “all about getting them used to being on a bike,”and before I left the shop I was given a catalogue andprice list. Providing friendly, knowledgeable advice, RoyPink Cycles set the level high for service.

Phil Corley CyclesBASED ON an industrial estate in the Stacey Bushesarea of Milton Keynes, Phil Corley Cycles was busytaking deliveries and dealing with customer enquirieswhen Mystery Shopper arrived.

The large store had plenty of stock of high-endbicycles from a variety of genres, although next to sucha large selection, those available for children wascomparatively limited, with few appropriate models ondisplay for the buying parent.

The timing of the visit coincided with a busy periodfor the store, and staff members who were clearly busywere afforded very little opportunity to approach anycustomer who was spending time looking at displays.

Product signage was good at the store, however, withprices clearly displayed alongside each model’s keyfeatures. Alongside sales and servicing, the specialiststore also offered various finance options and a custombike fitting service.

The bustling store was clearly enjoying a high level oftrade, with what appeared to be a high number ofreturning customers.


MYSTERY SHOPPER


HalfordsSET ON a retail park alongside the likes of Comet, JJBand Habitat, this Halfords store featured a dedicatedcycle mezzanine level. After a few minutes of looking atthe displays an assistant appeared and was happy toanswer my questions.

The sales assistant showed me to the relevant sectionand informed me that the height of the child was a keyconsideration for selecting the right bike. The range Iwas shown was priced in the £90 to £100 mark and Iwas told that while stabilisers weren’t fitted as standard,they could be easily added by the store in time for whenthe bike was picked up.

The sales assistant went on to recommend that Ivisited the online store, where there was a largerselection of children’s bikes. I was also informed aboutHalfords’ ‘Reserve and Collect’ online system. But despitebeing led to look at the website, the sales assistant alsoemphasised that they’d be more than happy for me tomake the purchase in-store, where they could alsomeasure the child in question. The sales assistant wasfriendly, took the time to discuss and advise while alsoexplained some of the store’s services.

JJB A FEW metres away from Halfords, JJB occupies spaceon the same retail park as its rival. Several bikes weredisplayed outside the entrance, presumably placed inthe key location to remind customers that they alsostocked bikes, as well as its nearby rival.

And like Halfords, JJB’s bike offering is also located ona mezzanine level, though here bicycles have tocompete for space with gym and sports equipment,from golf clubs to treadmills.

The store had a fair selection of bikes on offer,including 16 and 20-inch frames with super-low pricesfrom £70 to £100. Pricing was clearly marked, but whilefeatures were commendably listed, they were located onthe back of the ticket, so you had to awkwardly wrestlewith each price tag to read those features. The selectionof accessories was slim, but the store does provide abike service offering.

Unfortunately no staff were present on themezzanine level during the time of the visit and MysteryShopper left the store without being approached by asales assistant despite browsing the stock for asubstantial amount of time.

SummaryIN THE main, Milton Keynes’ bicycle retailersprovided a good, and in some cases excellent, levelof service. The key high achieving stores werehappy to dedicate their time to customers evenwhere stock was scarce and a sale was unlikely tobe made there and then – surely a key factor inencouraging potential customers to return.

The service, or lack of, from JJB couldn’tcompete with local independent dealers – or withnational rival Halfords. But overall most of thestores visited by Mystery Shopper provided atleast a good level of service. Two dealers inparticular – Chaineys and Roy Pink – providedexcellent service, while the MK branch of Halfordsalso gave great customer focus.

Evans CyclesIT’S HARD to miss the imposing Xscape activity centrein central Milton Keynes. As well as offering rockclimbing and a snow slope, the centre includes ashopping centre where Evans Cycles is located. The well-stocked two level-store carries racing bikes upstairs, withmany other sectors covered downstairs.

Signage in-store was excellent. Price, main featuresand brand details were clear to see on every bike. Thebusy shop seemed to have plenty of passing trade andMystery Shopper made use of a handy display unit thatallows customers to browse the online site in-store – aperfect solution in a shop that is busy where thecustomer is waiting for a staff member to become free.

Sadly, the shop only had a few children’s bicyclesavailable, but a nearby, approachable sales assistantapologised for the lack of available stock and handedme an Evans catalogue. He also advised that I visitedEvans’ online site.

Despite the lack of stock on the day, the staffmember was happy to answer questions, advising methat many 16-inch frames have stabilisers as standardand that the store held plenty of relevant accessories.

Chaineys CyclesCHAINEYS CYCLES is based at a local shopping areaoutside the town centre. Chaineys’ website recommendsthat customers come to the store for face-to-faceadvice, and that advice and service proved to be of ahigh standard.

When Mystery Shopper visited, a proactive salesassistant was quick to offer greetings and help. Heexplained that stock was slightly low for children’s bikesas they’d sold a lot recently, but added that more wouldbe arriving soon. Despite those warnings there was stillplenty of relevant stock on offer. The knowledgeablestaff member provided advice on the likely correct sizingfor the child in question and added that the child’sconfidence on bikes would also be a key considerationin the size of bike to select. He added that bringing thechild in would be advisable and informed me that thestore stocked all the relevant accessories.

Pricing was very clear, and while key features weren’tlisted, it seemed unlikely that a customer could leavethe premises with any unanswered questions about thebikes on offer, with proactive sales staff eager to help.

This local bike shop was staffed with friendly andknowledgeable individuals.

BIKE HUB


£100k of trade cash goes to projectsto increase cycle-use levels amongyoung women, bike-to-workers andpensioner pedallers. Carlton Reidtakes a closer look at the projects...

IN JULY, the Bike Hub levy fundcommittee chose to split theNew Ideas Fund between threelocalised projects which havethe potential to be scaled outnationally.

The committee members whohad to decide between 25 strongbids were chair Phillip Darnton;IBDs Chris Compton and AndyShrimpton; the ACT’s MarkBrown; Mark Bickerton ofCyclemotion; Ian Beasant, generalmanager of Giant; John Moore ofMoore Large; and Carlton Reid,executive editor of BikeBiz.

There had been applicationsfrom Cyclenation (formerlyknown as the Cycle CampaignNetwork), Sustrans, CyclingScotland, and a number ofsecondary schools and colleges.

Bidders had to be not-for-profit schemes and could comefrom anywhere in the UK.

“The calibre of applicationswas first class,” said PhillipDarnton. “It was very tough forus to come up with a shortlistand then decide on a winner. Inthe end, we chose threeapplications, all very different tothe youth-focused emphasis ofthe very successful Bike Itscheme, which Bike Hub paid to

get off the ground and now has45 cycling-to-school officersacross the UK.

“We only had £100,000 tooffer and much as we’d haveliked to back all of the projectswe saw, we had to pick the bestof the best.”

The winning bids wereBikeboost from GetCycling ofYork; Age Well on Wheels, ascheme by the London CyclingCampaign; and DarloVelo ofDarlington. Funding for aseparate, Bike It-style schemefor Scotland came from thegeneral Bike Hub kitty, not theNew Ideas Fund.

GetCycling of York is a tenyear-old community interestcompany providing cyclingprogrammes and eventsnationally. GetCycling’sBikeboost is a cycling-to-worksupport programme serving largeurban workplaces in Sheffield,Hull and Leeds. A Bikeboostofficer will work with companymanagement, workplace travelplanners, health promotionprofessionals, local cycle dealers,adult cycle trainers, Cycle toWork scheme providers, the localmedia and individuals who wishto take up cycling to, or at work.

The GetCycling MD ChrisHamm said: “In particular, wewish to develop partnershipswith local IBDs, to enable thelocal delivery of our commuterbike loan schemes.”

Age Well on Wheels will befulfilled by the London CyclingCampaign, but if successful, likethe other backed schemes, couldbe rolled out across the UK.

The initiative was born in2008, with an over-60s LCCmember delivering a small pilotproject. Gwen Cook recognisedcycling as a great solution togetting older people active, aswell as being a convenient way

for ‘silver cyclists’ to get about.However, older non-cyclistsoften lack confidence andoverestimate the barriers tocycling. Her Age Well on Wheelspilot project was run inHammersmith and Fulham andprovided cycle training tuitionwith a focus on trainers who hadexperience working with anolder generation.

Cook said: “The project was ahuge success. Over 40 per centof participants bought bikes andnow use them day-to-day. Allparticipants reported that theyfelt improvements in confidence,balance, strength in their legsand co-ordination by the end oftheir course.

“As a result of this successfulproject, we now have a templateand this project can beexpanded across London. Andwe hope one day to scale up thesuccess and the experience ofthe pilot project, thus increasingand expanding the number ofpeople at retirement age whocycle regularly nationwide.”

DarloVelo is a Darlingtonproject aiming to get moreyoung women on two wheels. Itwas created by the DarlingtonCycling Campaign, in partnership

with Darlington Media Group,and is supported by DarlingtonBorough Council.

It aims to increase cyclinglevels in Darlington throughpromotions, virtual hand-holding, long-term loan offemale-friendly stylish urbanbikes and exchange schemes.

DarloVelo co-ordinatorRichard Grassick explained: “Adrop in female cyclists occursduring the mid-teenage years.This coincides with the age atwhich girls become youngwomen and, as far as mobility isconcerned, no longer want to beseen on ‘childish’ bicycles.

“The membership and hirestructure of the project isdesigned to encourage membersto hire our bikes continuouslyover a two-year period. We aimto get young women into thehabit of everyday cycling.

“Our belief is that, onceestablished in a town with justunder 100,000 inhabitants, acritical proportion of visiblecyclists will have been reached.Interest will be rekindled in localbike shops. A new market will beestablished.”www.bikebeauty.orgwww.velodarlo.org

“Once establishedin a town, acritical proportionof visible cyclistswill have beenreached. Interestwill be rekindledin bike shops.”

Richard Grassick,DarloVelo

Levy fund rewards age,beauty and hard graft

BACK IN THE swinging sixties,Bert Lewis founded a smallcompany called Northern CycleIndustries. His Canadian-basedbicycle company wascommitted to delivering qualityproducts and outstandingcustomer service and soonbecame known as Norco.

The business was originally runout of a garage and now has over150 staff in three offices inCanada, 25 internationaldistributors and a Canadianmanufacturing facility, somethingNorco achieved while forging areputation for cutting-edgeproduct, quality and innovation.

The brand has had somethingof a low profile in the UK lately,but went on to hit the headlineswhen Fisher picked it up inAugust last year.

NORCO PEDIGREESo, what led the St Albans-baseddistributor to snap Norco up?Martin ‘Hawziee’ Hawyesexplains: “At Fisher OutdoorLeisure we needed a bicyclebrand for our customers thatwas aligned with the prestigiousparts and accessories brands inour portfolio. Norco added tothis prestige and its key valuesof going above and beyond thelevel of customer service in ourindustry was inspiring to learnabout and be a part of.”

Potential was also a keyfactor for the distributor: “Thefinal reason was that this brandseemed to have a relatively low

profile in the UK and that ispretty bewildering when youconsider that Norco bikes outsellthe big three in Canada.

“It is a company that is basedin the ‘mecca’ of mountainbiking with a dependable provenproduct,” Hawziee continues.“Norco is a viable alternative tothe now common brands thatconsumers are trying todifferentiate themselves from.”

Now, after almost 12 monthssince Fisher first reeled Norco in,

has the reality matched thoseexpectations? Hawziee thinksso: “It’s been eye-opening. We’vebeen genuinely surprised to learnof the very loyal following Norcohas from previous consumers.The customer service value hasnurtured whole families into thebrand and owners have oftentold us at demo events abouthow happy they’ve been withthe bike and its dependability.”

And that reaction has ledFisher to distribute a full rangeof Norco bikes this year – thefirst time this has happenedwith the brand in the UK,

according to Hawziee: “Therehas really only been north shore,downhill, and jump rigs availableand we chose to bring in leisureand commuter bikes too.

“This year 40 per cent ofoverall sales have been made upof our flat bar road category andthis is the first time these haveeven been available.

“The all-mountain, freerideand downhill bikes have acommitted programme asalways, which has beensuccessful, but for next year wehave already had to considerablyincrease our ordering to keep upwith the demand from ourdealer network. On that pointwe seem to sign up a new dealerevery couple of weeks at themoment.”

And emulating Norco’s USand Canadian success on theseshores is something Fisherbelieves is already happening,with the brand proving acategory leader. Many dealerswill be pleased to hear that thebrand won’t be available online,to create footfall and “out ofrespect for dealers’ expertise andbusiness commitments”.

FRESH LINE-UPThe 2009 range comprises 24models from various ridingcategories including downhill,freeride, all mountain, jumpbikes, BMX, cross country(comprising both full suspensionand hardtail), urban commutingand comfort bikes. The urban

commuter VFR models areproving particularly popular,with butted aluminium 700cframes, rack and mudguardmounts and hydraulic disc orrim brake options. Prices in thatline-up range from £329.99 to£849.99 at retail.

The Fluid Lt’s – priced from£1,599.99 to £3,999.99 – haveseen a marked increase in salesfor the five-inch travel series,something expected to continue

for the next year at least anddue an increase in range in thesame time period. The Fluid 2this year retails for £1,799.99.

With category growthexceeding expectations in theurban commuter and cross-county categories, Fisher expectsfurther growth over the nextone to two years and is focusingprimarily on the four-inch andfive-inch cross-country bikes inthe short-term.

BRAND SPOTLIGHT NORCO


It’s been a year since Fisher picked upthe Norco brand in the UK, but how hasretail responded to the Canadian bikesover the past 12 months? JonathonHarker speaks to Martin ‘Hawziee’Hawyes to catch up with Norco…

North of the

border

“Norco’s veryloyal following

has been an eye-opener for us.”

Branching into BMX

FOUR MODELS will make upthe initial wave of NorcoBMXes available. These are setto hit UK retail this October,as reported in July’s BikeBiz.Featuring a low profileprogressive frame designed tomaximise weight savings, avariety of top tube sizes areon offer, catering for a rangeof rider sizes and preferences.

Fisher will only offercompletes this year and themodels have been producedby the people responsible forleading BMX brands such asWeThePeople, PremiumProducts, Haro and Eastern, toname a few. Fisher tellsBikeBiz that initial feedbackfor the range ahead ofChristmas has been excellent.

ON THE shores of LakeConstance, close to the Swissborder, over 30,000 members ofthe bicycle trade will descend onFriedrichshafen in September.

Eurobike is well established asone of the key dates in theindustry’s calendar, this yearrunning from WednesdaySeptember 2nd to Saturday 5th,but the show organisers areambitious. This year’s edition ofEurobike is expected to lure1,200 journalists from 32countries alongside over 30,000trade attendees.

Eurobike 2009 will see longeropening hours than ever too,from 8.30am to 6.30pm.Coupled with more exhibitorspace – over a million squarefeet, or 100,000 square metres –Eurobike seems determined tobe bigger and better, which istestament to the bicycle trade’ssuccess in the face of globalrecession.

This year Eurobike is in itsthird decade and what started

out as a mountain bike focusedshow has evolved into an all-encompassing trade event,covering all sectors of the trade.Similarly, attendance and thesheer size of Eurobike has grownover the years. Back in 1991 theshow attracted less than half oflast year’s total of 36,800 trade

visitors – which was a 7.6 percent rise from 2007.

68 per cent of those camefrom outside Germany whileanother 18,000 consumers alsoattended the show.

Eurobike project managerStefan Reisinger tells BikeBiz thatUK representation is growing –up from 22 exhibitors last yearto 25 – with the potential to

increase further: “We are quietlyhappy with these 25 companiesin 2009 and are very interestedto display more in the future.”

Reisinger adds: “Eurobike isthe leading bicycle trade showin the world. There should belots of opportunities to get intouch with the industry, dealers

and media from all around theworld at Eurobike.”

That global reach has provedcompelling for the global bicycleindustry. Eurobike’s reputationhas been cemented by thepresence of the major players,who are again all present andcorrect this year. Back in 2008SRAM chose the occasion tolaunch its Hammerschmidt,

EUROBIKE


“Eurobike is the leading bicycle tradeshow in the world, with lots ofopportunities to speak with the trade.”

Stefan Reisinger, Eurobike

Eurobike – at a glanceWHEN: WednesdaySeptember 2nd to SaturdaySeptember 5th (trade daysTuesday September 1st –Demo Day in Ratzenreid – toFriday September 4th).

WHERE: Friedrichshafen,Germany – free shuttle busservice operating to Zurichand Memmingen airports,hotels, train station and theharbour.

EXHIBITION SPACE: 100,000sq m/one million sq ft over 14halls (12 exhibition halls, aZeppelin hangar, Hall E1) andOpen-Air Grounds.

EXHIBITORS: 1,000 from 42countries, including CatEye,Campagnolo, Cervelo, Bellili,Michelin, Montana, Selle Italia,Shimano to name a few. Head

to the site (below) for a fulllist of exhibitors.

PRODUCT RANGES:Incorporating all types ofbicycles, equipment, cyclingfashion, parts and accessories,machines, tools, workshop andstore equipment, literature.

EUROBIKE EVENTS: � Demo Day – Tuesday,September 1st � Eurobike Awards –Wednesday, September 2nd� Eurobike Travel Talk forum‘Holiday on Bike’ exhibition� Europe Fashion Show – daily� Bike testing course � E-bike testing course � Eurobike party – FridaySeptember 4th.

WEBSITE: www.eurobike-show.de

Euro-visionAs one of the globe’s biggest cycle trade events, Eurobike provides a chance to see the latest and greatestproduct set to come to cycling retail. Jonathon Harker looks at the show’s increasingly impressive statistics…

while Scott, Specialized andDahon also sang the praises ofthe event. SRAM even called itthe firm’s most important tradeshow worldwide.

GETTING AROUNDFRIEDRICHSHAFENThis year the show organisershave addressed concerns thatthe event wasn’t covering allbicycling sectors by promisingthe show will be morerepresentative of the wholetrade than ever, gathering in allaspects of the industry.

Eurobike has also vowed tomake getting to and from theshow easier, and greener, thanbefore. 500 bike parking spaceswill be made available at theWest and East entrances of theexhibition centre. Another keydevelopment for 2009 is thearrival of bicycles for hire – forfree – at key locations acrossFriedrichshafen, including theairport, stations and hotels.

Shuttle buses will also be onhand for ecologically sound, andcheap, transport from theexhibition halls to the hotels,while further travelimprovements are promised forcoming years with improvedroad access work set forcompletion in 2010.

Eurobike will see up to 14halls, with east and west open-air exhibition additional groundsavailable for the show. A newrecord high of 1,000 exhibitorswill be housed in those halls,

which will also expect to see thearrival of over 30,000 visitorsfrom the trade.

The show organisers promisethat all corners of the bicycleworld will be covered, from citybikes, trekking bikes, increasinglypopular ebikes, sporty bikes andeverything inbetween.

Some of the show highlightsinclude the fashion and cyclingwear fashion show – held dailyat 11am, 2pm and 4pm (and onSaturday at 12.30). The showwill also include the fifthEurobike Awards, honouringproduct that demonstratesdesign excellence.

A trade-only knees-up is setfor the Friday too but the starsof the show will naturally be thepremier of 2010 products andranges. Some of the names setto attend include ShimanoEurope, SRAM, Selle Italia,Syncros, Zefal, Master Lock andCervelo, to name a few.

And some of that kit will beon hand at the third Eurobikedemo day. For retailers andjournalists only the demo daywill be located at the Ratzenriedexhibition grounds in Argenbuhl– which will be turned into abicycle ‘mecca’ for the day,according to the showorganisers. The pre-show demoday will be held on an outdoorall-terrain course where retailers,press and industry types will getto test ride city, trekking, racingand mountain bikes.

So, the scene is set for a

bigger and better show. But isn’tthat all a bit ambitious in thiseconomic climate? Or is it asign that the bicycle industryreally is riding out the recession?

Project manager StefanReisinger admits that therecession could have an impacton attendance, but claims theshow’s longer opening hours willaddress that concern:“Attendance is difficult topredict with regards to thefinancial crisis and the show isrunning from Wednesday toSaturday for the first time. Butwe expect to see about thesame attendance as in 2008.”

WHAT THE INDUSTRYREALLY WANTS The show’s commitment tolistening to the industry’s needsis key to the enduring appeal ofEurobike, says Messe directorKlaus Wellmann: “The tradeshow concept is systematicallyand strictly devoted to meetingthe needs of the industry.”

Reisinger adds: “The entirebike scene will be on hand inFriedrichshafen.

“Eurobike 2009 will not onlybe the showcase for newproduct premieres andinnovations for the 2010 season,but the top meeting place forthe industry worldwide.”

“Eurobike is the onecomprehensive internationaltrade show at the right time,with the right show concept andlocated in an authentic place.”


Chain of events: Attendance and exhibitor levels have grownmassively at the Germany-based show

EUROBIKE

Demonstrations are an established part of the Eurobike package

PRESSCAMP was the idea ofindustry veteran LanceCamisasca, former organiser ofthe Interbike trade show. Hecreated it to give smallersuppliers the chance to hosteditors and journalists on thesort of product launch platformsonly the biggest bike brands cannormally afford. For journalists itwould be the chance to cutdown the number of launchevents they'd otherwise have toattend: mid-summer is a‘trainwreck’ of competingevents, said Camisasca.

In the third week of June, 20journalists – three from Europe –descended on Sun Valley resort,Idaho. This is a posh ski resortwith MTB and road trails to diefor. 19 bicycle industry brandsfunded the three-day event.Scott USA, based in Sun Valley,invited some of the editors for apre-PressCamp camp which,

appropriately enough, involvedsome actual camping (in Nemotents – some of them with neatinflatable tubes instead of theusual metal poles).

The brands at Press Campincluded BMC Racing,Cannondale, GT, Mongoose,Schwinn, and Sugoi; Delta 7Sports, DT Swiss, Gore Bike Wear,Gore RideOn Cables, LazerHelmets, Pedro's, Saris CyclingGroup, Scott USA, and SmithOptics. Journalists attended frombicycle magazines but – critically– also from market-expandingmainstream magazines such asWired and Outside.

The editors had one-on-onecondo meetings with all themanufacturers, as well asdemonstration time on 2010road bikes and MTBs.

Richard Pestes, editor andpublisher of Pezcycling.com,said: "In the global biz of cycling,

it’s rare that media andmanufacturers meet withenough time to really get toknow each other – and the bestplace to do this is either on thebike or ‘after hours’ over a mealand a cocktail."

Christopher Zigmont, CEO ofPedro’s, is an advisor toPressCamp, having previouslyworked with Camisasca whenthe two were at Mavic.

"We had the luxury of a bigcompany behind us to flyjournalists on private presslaunches. Not many bikecompanies can do that anymore,hence PressCamp,” he explains.

“The timing, for bothmanufacturer and publication,from an economic perspective,came full song in December.Everybody’s resources werestretched really thin. We were allmaking tough choices, to staylean.

"If you’re a manufacturer, thefirst thing you cut is marketing,but that has a ripple effect. WithPressCamp, we can supply 19stories in one location, and itpays dividends for both journalsand the manufacturers."

Camisasca said he was verypleased with the way PressCampworked but the acid test wouldbe column inches: “When wemonitor the amount of presscoverage we got, we'll know ifPressCamp worked.”

He’s already planning nextyear’s event, probably for thesame time slot and maybe thesame location”

"We had 19 brandsrepresented. If we had had 23 to25 would it have been a failure?No. We need to expand theschedule and bring in a fewmore brands, but there’s a limitto an event like this. What madeit magical, was it was very

The industry’s first PressCamp,held late June in Sun Valley, Idaho,took industry and editor socialisingto a new, more intimate level,reports Carlton Reid...

Schmooze-festgrabs headlines

“When wemonitor theamount of presscoverage we got,we’ll know ifPressCampworked.”

Lance Camisasca

PRESSCAMP ‘09


From top; (clockwise)

Rosta of one-on-one

meetings, Sun Valley

sign, ScottPressCamp

3, Clif Shot Bloks®

energy chews and the

new Scott Genius

Pic © Ian Hylands

Pic © Ian Hylands

intimate. I've never directed anevent where I could address all70 people involved at once.Interbike has 20,000 peopleinvolved.”

Sun Valley got the thumbs upfrom editors and exhibitors butmay not feature as the 2010location, claims Camisisca:

"I would like to come backhere. The riding’s epic, thescenery’s beautiful, the resortwas very accommodating. Whatmight be right for this event is tomove it to different places, tokeep it fresh.

"What we do know is that wegot the date right. The third weekof June works extremely well.July is a train wreck with somany events. In August it’s very

difficult to get all the printmaterials available for the tradeshows."

Editors and exhibitors havetold Camisisca that the eventpushed all of their buttons:

“We had very positivefeedback from both sides. Lots ofeditors came up and said theyappreciated the opportunity; ithelped their ability to work

through this tough economy.Lots of magazines are strugglingwith their budgets. It's time-effective to see 19 brands all inone place. Manufacturers realisegoing out to see media outletsone-on-one is tough.

"PressCamp felt like a family.It was about buildingrelationships, not just showingproduct."

PRESSCAMP ‘09


Richard Pestes beingshown Camelbak’s latest

packs by Seth Beiden

Editors were given theopportunity to test

2010 models

Smith Optics' Chopper

Pedro’s was just one ofthe suppliers demo-ingnew products at thedebut PressCamp

Pic © Ian Hylands

PRESS CAMP ‘09 HIGHLIGHTS

GT LAUNCHED the Fury DHbike, a full-carbon rig with aKevlar strip under thedowntube to deflect dings.The 8.5-inch-travel bikeweighs just under 40 lbs, andaccording to GT, making themonocoque frame fromcarbon was for the anti-vibration ride characteristicsnot just weight-shaving.

Scott USA released its2010 Genius, now with ametal three-position TractionControl lever which activatesboth the rear shock and thefork. Other new bikes includedthe Voltage freeride/slopestylebike with 180mm rear traveland the Voltage 10 with 140-160mm travel.

Clif Bar introducedQuench, a new bottled 88 percent organic electrolyte drink;and Clif Shot Bloks in new,handier packaging. ChrisRandall, Clif Shot brandmanager said the energy foodmarket was doing well in thesoft economy: "Chewables are

growing like crazy. Items thatcost $1.29 to $1.99 are adifferent ball game to the bikethat costs thousands ofdollars or a jacket that costs$300."

Belgian helmet companyLazer began making(equestrian) helmets in 1919.The Lazer Rollsys retentionsystem is wire-activated by aone-handed thumb wheel onthe top rear of the helmet. Ofnote, the Rollsys system fits awide range of headsizes.

The top-end Genesis comesin only two sizes, and the 02in just one.

Smith Optics - like Scott,also blessed to be based in SunValley – launched the newPivLock V90 sunglasses. Thearms detach from the lenswith 45-degree upward snap.

Pedro's has updated itsmaster tool kit. It now shipswith 65 tools in a tough box.Pedro's also launched theTulio, a multi-tool thatdoubles as a rear QR. Clever.

“Lots of editors said that it helpedtheir ability to work through thistough economy. It’s time effective tosee 19 brands all in one place.”

Lance Camisasca

PAUL LONSDALE � As part ofIMG Distribution's investment inits first complete bikes brand –Mirraco – Paul Lonsdale will jointhe distributor as brand manager.Lonsdale formerly managed thebrand at Trek, almost since themanufacturer decided to take onthe brand in the UK around twoyears, six months ago.

Of his new role Lonsdale toldBikeBiz: "I started with Trekalmost exactly two years ago,mid way through 2007, threemonths after the first bikes hadhit the shops. I had a lot to learnvery quickly, but since then Ihave looked after all sales,marketing and sponsorshipresponsibilities for the brand herein the UK. The move to IMGgives the brand new possibilitiesfor growth and gives me not only

a wealth of experience to drawfrom within BMX, but lots of newpeople to work with."

Admitting that he "stumbledhis way into the industry",Lonsdale started life as aprofessional body piercer and ranhis own studio for three yearsfrom the age of 19. From therehe decided to go back to collegeto study audio engineering.During this time Lonsdale held apart-time job at the CycleSurgery in London in order to paythe bills and provide himself withcheaper bike components. After awhile in the job, Lonsdale took afull-time assistant manager'sposition at the Cycle Surgery.

MARK PETERMAN � MarkPeterman, long time director ofGT product development, has

Lonsdale switches distributors as IMG takes on BMX brand � Denham lands Forestry Commission role

Peterman takes on GT global position


PEOPLE AND RECRUITMENT

Send your recruitment news [email protected]

Mark Peterman

been promoted to the newlycreated position of global brandmanager and will be responsiblefor all aspects of development ofGT Bicycles. Peterman will beavailable to discuss the futuredevelopment of the GT brandwith interested retailers andjournalists at Eurobike.

CARL DENHAM � The WelshForestry Commission hasappointed keen mountain bikerCarl Denham to the role ofmountain bike ranger.

Denham is tasked withpromoting Wales' renowned trailspots. His patch covers themountain bike trails and eventsin Welsh Assembly woodlandsacross much of South-East Walesincluding the busy Afan ForestPark and Cwmcarn trail centres,

where many of Wales' most highprofile trails are located.

During his time in the role,which he took late in June,Denham has already initiatedresurfacing work on wornsections of the Skyline andWhites Level trails in Afan, withwork planned to start on Afan'sPenhydd trail shortly.

ELAINE CURTIN � FarrellyAtkinson has handed ElaineCurtin the role of commercialdirector of the firm. Curtin isnow tasked with overseeing all ofthe publisher’s contract dealsand is also responsible foroverseeing the increasingly-popular Road.cc website.

Curtin can be contacted on01225 722898 or via email [email protected]

PEOPLE AND RECRUITMENT


People & Recruitment is Sponsored by Halfords

Elaine CurtinCarl Denham

RETAIL ONLY

IN THIS MONTH’S ISSUEDEALER PROFILE 38Steve Baskerville of Belfast bike shop Real Cycles talks aboutviral marketing, the shop dog and buying carefully...

LIGHT UP YOUR LIFE 41BikeBiz runs through a variety of lighting products at all pricepoints and lumen counts. Stock up now in time for the dark nights.

RACK ’N’ ROLL 45With the nation holidaying at home to save cash, bike racks arehot product. Turn to page 45 for a market run down.

RETAILCOMMENT

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

LAST MONTH’S Tour de France has to be the most widelycovered in history. Interspersed amongst headlines of SwineFlu and footballers selling for the cost of a private jet, coverageis as widespread now as during cycle racing’s first heydey.The press, however, is notorious for picking a flavour of theweek and rolling with it until our eyes and ears are sore.Touch wood, cycling doesn’t seem to be one of those fads.

For several years I’ve picked up the Live supplement,delivered with the Mail on Sunday. Every week there’s a bikefeatured among the various gadgets and technology. Neveranything within reach of the average buyer, mind.Nonetheless, the read is educational at a basic level and nodoubt attracts the curiosity of many non-cyclists.

So, with the launch of a dedicated cycling lifestyle blogon Guardian.co.uk, surely the promotion of everydaycycling has hit another plateau? Or is there another horizon

in sight? The Evening Standard is actively campaigning formore cycle parking at London’s many stations. What’s morethe campaign has political backing from London’s fluffybarnetted, cycle-friendly Mayor, so you can bet it’ll be inand out of the news pages for some time to come.

Whether it be in the sports pages where two-wheelersnow frequently have a dedicated section, or in the newspages, adoption of press releases and, more importantly, selfgenerated news, has never been greater.

The sustained barage of content and CTC pressure seemsto be gradually prompting local authorities to plan betterinfrastructure and facilities for cyclists. Surely that’s got toresult in more customers?� Now, time for a minor rant. My ride to work is little overa mile long. On a sunny day I’ll set a steady cadence so asto draw out the time I spend on a bike. The revolution (nopun intended...) that comes with each pedal stroke isrelaxing. And yet, most mornings there is a mile-long carpark leading into town. To me, it’s just plain bizarre to passstressed-out motorists fanning themselves as the sun beatsdown. What would be the harm in walking or cycling?

Many of those in the press have chosen to play the samebroken record when explaining the rise in cycling – healthconcerns, contribution to reducing carbon emissions,congestion, the price of fuel – and as an industry magazinewe’re as guilty as any other for trumping these reasons forboosted numbers. Why, though, must we make cyclingsound like a chore. My justfication for cycling is none of theabove. It’s all down to the sheer enjoyment and thefreedom of two wheels. And the fact I’m faster than cars...

[email protected]

“Coverage of all things cycling is aswidespread now as it was backduring cycle-racing’s first heydey.”

Has a general decline inaffluence affected your store?As a shop that specialises in top-end MTBs, we knew we weregoing to be hit hard. The firstthing we did at the beginning of2008 was branch out with asecond shop that concentratedon repairs and servicing to alltypes and all levels of bikes (RealCycles pretty much only workson the bikes it sells).

This new business is calledBike Spanner and is going fromstrength to strength. We alsoshelved plans to re-locate RealCycles to bigger premises; we'renow considering this again forlater this year or early next. Thenat the end of 2008 we reducedthe staffing levels by onethrough natural wastage.

Other than that, it's been theobvious: Buy carefully, spendcarefully and work very closelywith our suppliers who havebeen great at helping us withcashflow when required.

Stock wise we've stayed moreor less the same, we've not triedto expand into sectors we don'tunderstand (road) or are notknown for (leisure). We've alwaysbeen service, not price, focusedso we didn't go down thediscounting route either. I hear ofmany doing exceptionally wellon sales at the moment, andgranted some are. But a lot are

getting sales at the expense ofmargin, which is a dangerousgame to play. I wonder howmany won't have the credit orcash to buy in the new 2010ranges in September?

How do you attract newcustomers to the store?Our efforts are 99.9 per centviral. We discovered the power ofthe community-based website

nearly ten years ago, when mostdidn't even have a website. Wenow own a whole host of suchsites, each targeted to a certainportion of our customer base.Some of these sites have becomean integral part of the scene theycater to; some are just busy,some not so. We used these sitesto advertise on, for free, direct toour target audience. We couldn'tafford to pay for advertising withreturns like this.

We also run a regular ad inone MTB mag. It features Kelli, arather well-endowed lady

customer. In an effort to watchour expenditure we cut it for2009, but bought it back aftergetting lots of complaints. I'llleave you to work out what partsof Kel appear in the ads.

How’s business? Being in what most wouldconsider the luxury end of themarket, we knew it was going tobe a tough year. The banks’

refusal to lend and people'sreluctance to buy big-ticketitems had an obvious impact onus, but we were prepared for it.

The first quarter was okay, thefirst half of the second has notbeen so reasonable. Now thingsare starting to lift again andwe're seeing plenty of high-endbikes out the door and lots ofexpensive components too. Thesummer is here, the new 2010range from our key brands arelooking very strong and for mostthe threat of unemployment isreceding, so we're confident we

can show some real growth year-on-year in the second half.

Do you do anything above andbeyond the call of duty forcycling locally?Not as much as I used to. I stillplay a small role in trail advocacyhere in Northern Ireland, but notmuch. Two shops, a wife andeight and ten year-old daughterssuck up most of my spare time.

How many staff do youemploy and how were theytrained?Two in-house trained stafferstackle everything from £300hybrids to £5k pro-level DH rigs.Bikes are not rocket science, nomatter much some try toconvince you otherwise.

What bikes or componentshave been big sellers this year? Six-inch travel trail bikes. Properones, not those silly sub-30lbones that break the moment thegoing gets tough. Proper ones,weighing mid-30s, with properslack angles that can be pedalledto the top and walloped downthe other side without worryingif anything is going to break. Theworld has gone mad for Fox forkslately. Then there's telescopicseatposts and chain devices,which are all the rage at themoment too.

IBD PROFILE

Real Cycles

“We buy carefully,spend carefully andwork very closely withour suppliers who havebeen fantastic.”

‘I can’t afford it...’Owner: Steve Baskerville

Location: Belfast

Telephone: 028 90 814 914

Web: www.realcycles.com

Opening Times: Mon, Tue, Thu, Fri and Sat: 9.30 to 5.30Wed: 12 to 8.00, Closed Sundays


...is Real Cycles’ owner Steve Baskerville’s favourite customer comment. Here he talks about securingthose sales, the shop’s pet dog, attracting fresh faces and why the repair business has gone crazy…

Done in 60 seconds…What’s the biggest fad/one-minute-wonder to hit cyclingin recent years...Six-inch, sub 30lb, 'do it all'trails bikes that are 'as capableon the DH tracks as they are onlong XC rides'. Yeah, right!Capable until they break. Didthe people who designed andspecced these bikes everactually ride the damn thingson a DH trail?

Lycra or baggies?Both. Lycra in the bedroom, andalso under the baggies whenriding the bike.

Biggest shop annoyanceaward goes to:Jack the shop dog (picturedabove). He's only seven monthsold and has caused moredamage and chaos in the shopthan all of my customers puttogether. But he's as cute asanything, so he gets away withit without a telling off.

Favourite customer phrase:'I can't afford it.' It means theywant it, so the hard part isdone. Explaining to them howthey can begin to afford it isalways much easier thanexplaining to them why theywant it.

Oxford ProductsTWO of Oxford’s biggest selling productscan be purchased separately or as acombined set.

One is a nine LED torchcalled Ultra Torch Nine. This isbuilt with a tough, butergonomically designedaluminium case and emits apowerful, focused beam.What’s more, the light comescomplete with batteries and amounting bracket. It looksexpensive, feels expensive, butis actually good value formoney at £10.99.

The other is a rear LEDcalled Tail Light. Simple, but

stylish and practical with three modes(constant, flashing, chasing), seven brightLEDs and a mounting bracket. This modelretails for the pocket-money price of £4.99and includes batteries. The combined sets

retail for £14.99.Another of Oxford’s lighting

products, which packs somepower at an on-a-budget price,is the Carrier LED, a five LED rearlight with a built-in reflector. Itmounts onto a carrier andprovides two forms of visibilityin one for just £6.99.

Oxford sells via a network ofwholesalers and dealer marginsare of a good standard.

For further information go towww.oxprod.com or call thefirm on 01993 862 300.

LumicycleTHE LED3 and LED4 are the latestproducts from Lumicycle – a companythat has been producing high-poweredcycle lights for over ten years.

Lumicycle products have often beenpraised by the cycle press and the new850 lumen LED3 and 1,120 lumenLED4 promise to have potential.

The models are mountable to eitherbike or helmet, fitting all bar styleswith a lamp head that swivels so riderscan pinpoint the track ahead.

The packages also come withcompletely interchangeable batteries

and lamp heads for additions and thepeace-of-mind that customers mayupgrade as technology progresses.

What is claimed to be the world’sbrightest LED – the CREE XRE R2 – isused backed up bytop-end Sanyo andPanasonic LithiumIon cell batteries.

This award-winning brand isnow available toa select number ofshops to trial. Ifyou’re interested in triallingthe brand’s product, call0870 757 2229.

Fisher OutdoorsSMART is one of the world’sbiggest manufacturers of cyclelights and is synonymous withinnovation. Only grade Acircuitry is used and, combinedwith the use of JapaneseNichia LEDs, Smart productsachieve an optimum ratio oflight intensity to powerconsumption. The finish andbuild quality of all Smart lightstypically offer years ofproblem free usage.

August sees the launch of the new

Lunar and Polaris ranges, comprising often products split between two ranges.

The £54.99 Lunar 25 set carriesone front and three rear LEDs and

emits 25 LUX up front andhalf watt at the rear.Runtime up front is 20hours, while the rear stays litfor an astonishing 100hours.

The affordable PolarisSeven set has the samenumber of LEDs, thoughemits a lower seven LUX upfront. Again the run time hits

100 hours per charge.Fisher Outdoors: 01727 798345

2pureNITERIDER returns in 2010 with itsstrongest line-up to date.

Whether your customer is lookingfor a light for daily commuting or for24-hour competition, NiteRider has alighting system to fit any cyclistsneeds. As well as reworking classicNiteRider system lights such as the

Minewt.200, MiNewt.400 and Mini-USB NiteRider, 2pure will also bestocking two entirely new systemlights this year.

These are the Pro1200 LED andPro600 LED. The numbers relate to thenumber of available lumens with thepackages costing £649.99 and £499.99at retail respectively.2Pure: 0131 448 2884

SigmaSIGMA celebrates its 25th birthday thisyear and is shining brighter than ever.

The brand's PowerLED Black is oneof Sigma's most powerful, widestscope models and can burn up to 90LUX. Three different light levels areavailable to the user, ranging from afull, focused beam to a more energyconscious, yet still bright light.

At the same time, the high quality,robust and splash-proof casing alsomakes the high power LED light verydurable and allows it to be usedeverywhere. The power torch turns onwith a double click, which at the sametime prevents the sport light frombeing switched on by accident.Combined with the new IIONrechargeable battery, the modelfeatures an extra long burn time,

ranging from 3.5 hours in power mode,to eleven hours in economy mode.

The battery indicator uses thecolours green and red to give adequatewarning about the battery status.Depending on requirements and thedesired lighting period, the high powerLED light can be operated with fourstandard AA batteries.

A new feature is the adjustable clickbracket (22 to 32 mm) which allowsthe light to be positioned in almostany direction. A helmet bracket isavailable as an additional extra.Sigma: +49 6321 9120-167

BIKE LIGHTING

With the autumn settling in shortly it’s time tomake a few stock decisions on which lightingequipment will best serve your margins and yourcustomers as the dark nights arrive. MarkSutton sheds some light on what’s available…

Lightup the dark

Moore LargeKNOG’S popular lighting range hasexpanded with the addition of the‘Skink’, a four LED easy clip-on model.

The Frogs and Beetles also return.These have proved extremely popular

with kids who are notinterested in adorning theirbikes with unattractive,fixed-on lighting. The wraparound design means theKnog’s range can bechucked on easily for theride home.

The lights are designedfor visibility, with thefrogs offering two flashfunctions, while thenewer Skinks offer six.

Frogs have a variablebeam direction, withvisibility up to 600

meters and 80 to 160 hours battery life.It was on the back of this light’s successthat the Beetle was launched. The super-bright model is available in eightdifferent colours. Utilising a flexible,water-resistant, silicon body, while theBeetle wraps around virtually anything.Moore Large: 01332 274200


RaleighRALEIGH’S RSP range covers frompocket-money models right up toenthusiast builds. Ten models are on offerthis season, including a range dubbed theAsteri. These target the enthusiast willingto spend some money, topping out at£149.99 for the Asteri 6.For that price customerstake home a lightcapable of beaming 400lumens from dual three-watt headlights. Thesesuper-bright lights aresupported by a dual18650 Li-ion battery

that provides a burn time of up to fivehours. The package comes with all thebrackets needed to mount to a bike orhelmet and also includes a smart charger.

The City Bright lights (pictured) aredesigned to be the ultimate long-burnLED light set, according to Raleigh. Theset consists of a half-watt front light

with integrated reflector andhalf-watt rear lightsupported by two superbright LED’s. With up to a1,000 metre visibility anda burn time of up to 100hours, Raleigh highlyrecommends this £29.99model as a stock choice.

Raleigh: 01773 532600

ZyroDESPITE having only one LED, the Telsahas an incredible output of 700 lumensthanks to Lupine’s hexagon reflector. Thisspecifically designed reflector has madeit possible to tune the beam patternto provide an excellent light outputwhich is ideal for a range of usesfrom road riding tosingletrack.

At only 320g, theTesla also makes agreat helmet light.For the coming

winter season there will be a choice oftwo Tesla models. The Tesla 4 will have arun time on full beam of two hours45min whilst the Tesla 5 will run on highbeam for three hours and also benefitsfrom a programmable switch. Bothmodels benefit from high performance

chargers, which enable thelights to be chargedwithin five hours. Brandnew for this lightingseason you will also be

able to personalise thelights with colouredanodized front caps.Zyro: 01845 521700

BIKE LIGHTING

Hope NEW from Hope this season, theAdventure light pushes 240 lumens outof a single high-powered LED when onmax power mode. This level of outputis typical of lights containing moreLEDs, much bigger batteries and sold atfar greater cost. Made in Hope'sBarnoldswick factory, the light is CNCmachined and mountable tohandlebars, helmets and also comeswith a head harness.

Customers can expect to get anaverage of three hours run time onmax power from a typical rechargeablebattery. The light has a simple on/offand mode altering switch on the top.

Alternatively from Hope, the Visionlighting range returns and is squarelyaimed at the enthusiast market. Top-of-the-line Vision 4 emits a whopping 960lumens from four LEDs and can burn atmaximum power for two hours and 15minutes, or for a much longer 35 hoursplus on a standard setting.Hope: 01282 851200

CannondaleCANNONDALE has a new range of frontand back lights available from Septemberranging in price from £9 to £35. Threefront and three rear models in varying

power outputs, including threeLED, five LED and

one Watt willbe available todealers.

Each model iseasily installed,

requiring no tools.

The range alsocovers variousmounting positionson the bicycle, aswell as the option tomount on the fronton a helmet. As withmost modelsavailable, threemodes – low, highand flashing – canbe selected while onthe move.02380 391 602

Exposure (USE)EXPOSURE had so much going on thatwe simply couldn’t fit it all here, soflick to page nine for a full rundown ofthe brand’s 2010 line-up.

The range is scheduled to belaunched at the Bontrager 24 to 12race in Plymouth late in July.Attendees to London’s Cycle Show thisOctober will also be able to view therange just as supply begins to hitstores nationwide.

As lastyear’sBikeBiz‘productinnovation’ award winner, the firm hada lot to accomplish ahead of thisseason’s launch and it appears to havedone just that.

Dealers wishing to get full details ofthe range and to become a stockist byforecast ordering Exposure Lights forthis winter should get in touch withRory Hitchens or John Cookson at USEon 01798 344477

TrelockAVAILABLE in the UK via Squire,Trelock’s Sport Line series starts withthe LS 700 family, which was launchednearly a year ago. These deploy thestate-of-the-art ‘Ecopower’ illuminationtechnology. The LS 700 is now beingfollowed by models which are even

more space savingand lighter

than thepreceding

models. The

LS 330 top-of-the-line model, has animportant, yet uncommon, safetyfeature: LEDs casting light on each sideof the cycle’s path.

As one of the early adopters of LEDs(cheaper than previous illuminationmethods) in its lighting product,Trelock’s price range is easily attainableby the majority of consumers.

Other reasons why the Sport Lineseries are ‘must haves’ at retail includethe fact that the Ecopower LEDs boasta life long with up to 100,000 hours ofuse. The comparable figure for halogenbulbs is around 1,500 hours. Squire: 01902 308050

ExtraUNVEILED to many curious Coreattendees in January, the Fibreflare, soldeither as a single or pair, is one of themost eye catching lights on themarket. Resembling a glow stick, thelight utilises fibre optictechnology crammedinto a bendable tubewith multipleattachment optionsbuilt on. The light isomnidirectional,meaning motorists willhave trouble missing abike equipped with theFibreflare. Singles cost

£26.99, while a pair comes at £56.99.Topeak product is also available via

Extra and the latest addition to therange – the Whitelight HP 2W(pictured) – is one of the brand's mostintense burners, but at no sacrifice toits longevity. A superbright two wattLED provides 11 Lux illumination at tenmetres. The machined aluminium

housing is watertight and finned forefficient cooling. The stem-mountedLi-Ion rechargeable battery featuresan onboard RISC processor for 5.5

hours of run time with40 minutes of

reserve at onewatt.Extra: 01933 672170

MadisonBLACKBURN’S Flea lights claim to holdthe crown for the lightest, brightestrechargeable cycling lights in the world.They charge in a unique way by ‘sucking’power from other battery sources (hencethe name ‘flea’). They are available as afront and rear combo pack (£44.99) orsingularly as front and rear options(£24.99 each). Look out for more coloursand a new USBrechargeableoption for 2010.

Also availablevia Madison, thenew Light andMotion flagshipmodel – the Seca

900 – confesses to costing a fair bit, butalso emits a heck of a lot of light. TheSeca 900 Ultra is favoured among enduroracers for its long burn time. 900 lumensis pumped out of the six-LED head unitfor 3.5 hours on maximum setting, whilethe whole system weighs in at afeatherweight 686g.

Output, however, isn’t everything. Thequality of the light and where it’s put onthe trail are just as important. Light andMotion has this covered – its customengineered reflector provides an

optimised beam pattern, whichgives a broad coverage

and long line-of-sight;not just more light, butlight where you want it.Madison:

0208 385 3385


easyfix

Wildoo LimitedTelephone: 01908 374555

Fax: 08701 991614Email: [email protected]

www.wildoo.co.uk

Genius

Mercur System

Apollo

Athlete

Master

Shopping

Basket

Rack-Pack

Standard

Rack-Pack

Touring

Rack-Pack

Sport

Rack-Pack Mini

Child Seat

Comfort Bike Carriersfor every need!

For cyclists heading on holidays, taking part in races and activitiesacross the country or just looking for a more picturesque setting for aspot of cycling, bike racks are an essential accessory. JonathonHarker takes a look at some of the latest available to the trade…

Rack‘em up

BIKE RACKS

PletscherSWISS manufacturer Pletscher’s carriersare constructed around a one-piece die-cast aluminium deck. According to thefirm, this manufacturing process is farstronger than bent and weldedaluminium rods used by many othermanufacturers.

Integrated into the carrier deck is the‘Easy-Fix System’, a three-point ‘easy on– easy off’ luggage mounting system.

All Pletscher Easy-Fix System carriershave a maximum loading of 25kgs and

are TUV certified to DIN EN 14872standard while a range of Easy-Fixaccessories are available, including rackpacks, baskets, hard case and child seats.

Pletscher told BikeBiz that Easy-Fixcarriers are now considered standardequipment for many mid to high-endcity bikes from top European brands.Here in the UK Easy-Fix can be found onmany Pashley models.

Pletscher also produces the QuickRack System carrier designed for quickmounting to a bike. The Quick RackSystem features the integrated Easy-Fix.

Once the special cam is fitted to themudguard eye on each rear dropout thecarrier can be taken on or off in seconds.

For riders with full suspension bikesPletscher offers two carrier options,Quick Rack Suspension – reportedly theonly carrier for full suspension bikes witha support so that it will not sway underloading – and Orion, a quick release seatpost mounting carrier which is,according to Pletscher, the only seatpostcarrier that features angle adjustment.

Pletscher products are available in theUK via distributor Wildoo.

MadisonMADISON carries arange of bike racks,including the Elite SanRemo Universal Locking RoofCarrier, priced at £79.99. Thiseasy-to-fit system suits almost allroof types or roof bars and iscompatible with all types of Q/R readyforks. Equipped with new universal QRfastenings and an anti-theft lockingsystem, the removal of the front wheelensures a safe and solid attachment,providing a stable mount. Also up viaMadison comes the Thule 591 ProRide,

at £89.99. This best-selling Thulecarrier is a top-class bicycle

carrier with a self-adjustingframe holder, into which

the bike automaticallyslides, making

loading easy.Boasting a light

and convenientaluminium design, it can easily befitted on either side of the car roof. Itis lockable too and fits all wheeldimensions. Meanwhile, the Thule 9708HangOn 4-Bike Towball Carrier ispriced at £119.99 SRP and is a four-bike solution for those on a budget.

PaligapPALIGAP’S top three best-selling rackmodels all come with a lifetime warranty.Saris Bones 3 is No. 1 and is 100 per centrecyclable, adaptable to fit most vehicles(including those with spoilers). With anRRP of £134.99 thisrack is easy-to-install,bone-solid, and evenfun to look at,according to the firm. Italso features a three-bike capacity, non-marking resinconstruction and fits most mountain,road, women’s and children’s bikes.The Bones RS is a lockable boot rack

with some great features. Priced at£209.99 RRP, it meets bike transportneeds with a strap-free system. Themanufacturer’s engineers created a ‘set itand forget it’ rear rack. A pair of steel-belted bands and two ratchets is all ittakes to create a stable, secure fit.

The Sentinel, priced at RRP £54.99 forthe two bike version, comes assembledand ready-to-go out of the box.

Featuring unique bikehold-downs and

firmly holding upto two bikes, it

clears spoilers onmost vehicles and

provides coated hooks to protect cars.


ExtraTHE BEAM RACK MTX is designed forthe tough world of mountain bikingand is ideal for touring with full-suspension. Its universal deck designaccepts all Topeak Trunk Bags, it has a20lb carrying capacity and a tough6061 T6 alloy construction. Thehinged seat post clamp includes analloy release lever and an integralbungee cord and retails for the£39.99 SRP mark.

Also up via Extra is the SuperTourist DX F/DISC. Specially built to

fit bikes with disc brakes, it is a superstrong yet light tubular aluminium rackwith integral top plate and triple stays.The integral quick rack accepts allTopeak Trunk bags and it comes with abuilt-in mudshield. It ispriced at £36.99.

MaxxraxxMAXXRAXX tow bar mounted cyclecarriers are known for their ease of useand strength. There are two-bike andfour-bike versions of the carriers and,provided the car is strong enough, even afive-bike family rack. The bikes are heldon the rack safely and securely and amodel is available for almost every typeof car and tow bar.

The firm has now added a dedicatedtwo-bike wall storage rack to its range.The rack follows the same designprinciples used in their bike racks and iscompact, simple to use and versatilewhile also being strong and durable. Itdoubles as a workstation as well askeeping the bikes tidy too. Individualcradles take the weight of the bikes while

the strong retaining strap, tightened bythe powerful ratchet system, holds thebike conveniently and firmly for anyrepairs or servicing that may need to becarried out. The unit holds two bikes,retails at £50 and comes complete witha built-in security cable and padlock.

BIKE RACKS

PendlePENDLE'S rack range includes theTilting Wheel Support Rack. The threebike capacity model is alreadyavailable, but a two-bike model is inproduction and will be available soon.

The rack itself maintains the provenbike fitting system of the standardWheel Support Rack but adds a tiltingfunction for easy access to the bootwhen bikes are fitted. It is available to

fit two Bolt (behind the ball) or SwanNeck (on the ball) tow bars.

Also up from Pendle is the ForkMount Roof Rack – the firm’s firstsingle bike roof rack. With a solid bikefitting via the forks, with lightweightaluminium construction it will fitsquare or aero bars. The latest versionsof the Wheel Support Racks havevarious improvements, includingenhanced corrosion resistance viaplating under paintwork and rubberseals, and tool free bike fitting.

ZyroAMONG Zyro’s best performing racks arethe Tortecs, including the Velocity rearrack. With a slim, sleek and compactdesign, it is ideal for lightweight loadcarrying. The narrow angled designkeeps panniers close to thewheel for better corneringand performance.

The Velocity Hybridrear rack is ideal forlightweight loads on hybridand touring bikes. Fitting amaximum load of 25kg, itboasts lightweight high-strengthdesign, TIG welded 10mm alloytubing and stainless steel fittings.

The Apex Disc Rear Rack, meanwhile, isdesigned to fit on bikes with disc brakes.Adjustable width design allows neat andsimple fitting around all disc brake calipers.Designed to fit 26” or 700c wheels, this is

the perfect answer to theproblems of fitting a rack on adisc-equipped bike, all for£36.99.

Zyro’s most popular frontrack is the Zéfal Raider F. It is a perfect

match to the Raider Rear, comes witheverything needed to fit traditional orsuspension forks and is priced at £34.99.

The Raider Rear Rack is also new,featuring adjustable lower fixing points,which slides to three different heights,ensuring a good fit with any size frame.

Moore LargeMOORE Large supplies the ETC range offront and rear carrier racks, retailingbetween £10.99 and £25.99. All of theETC Grandtour car racks are approvedto TUV safety standards and come fullyassembled with no tools required.

The range includes the Grand Tourthree-bike which features adjustablebike hold-downs and orange securitystraps and fits most saloons, hatchback,estates and vans with an adjustableframework to suit most vehicle shapes.

The Grand Tour High Bike againhandles three bikes, but is designed tocarry above the number plate andlights. Also from the GT stable, theDeluxe Roof Rack transports bikes in an

upright position. It includes a built-inlocking cycle security knob and anadjustable gutter channel. ML alsostocks a range of towbars from the ETCGrand Tour line-up. With quick, easyand safe fitting the Grand Tour TowballFit Plate transports a maximum ofthree bikes.

Contacts


Pletscher Via Wildoo: 01908 374555www.wildoo.co.uk

Paligap01179 825500www.paligapltd.co.uk

Madison0208 385 3385www.madisonb2b.co.uk

Zyro01845 521700www.zyro.co.uk

Fisher Outdoor Leisure01727 798345www.fisheroutdoor.co.uk

Moore Large01332 [email protected]

MaxxRaxx01342 841989www.maxxraxx.co.uk

Extra 01933 672170www.extrauk.co.uk

Pendle01282 699555www.pendle-bike.co.uk

Fisher OutdoorLeisureTHE TWINNY Load UK Deluxe Prestigehandles two bikes while providingspeedy and convenient bike access. Thefitting system handily clamps to any towball system with the natural downwardmovement of the rack pushing against

the ball. A built-in lock and tamper proofcase provides peace of mind and therack cleverly leaves access to the rear ofthe vehicle free – using a special inbuilttilting system for easy access to bothHatchback and People Carriers. Bicyclesare mounted onto the rack and held intoposition by the crank arms, allowing forboth straight and angled cranks to beheld, making it a universal bicycle fittingsystem. The Twinny Load UK Deluxe

Prestige is priced at£373.99 RRP.

Fisher also distributesthe three-bike Hollywood F1rack. Arriving fully assembled, andusing the Hollywood patentedadjustable hinge, the device featureshigh-density durable foam pads andwide legs for super stability. At the£79.99 RRP price point, the F1 promisesto be sturdy, adjustable and easy-to-use.

NEW PRODUCTS


An award winning bike film, the latest Castelli range andmore in the BIkeBiz product round-up...

Merida O.nineMerida0117 9040139

TOUTED AS the world's lightest hardtail frame, theMerida O.nine carbon was produced using computermodelling and stress testing usually reserved for theperformance car trade. It has achieved a frameweight of close to 930g for the 18-inch, regular BBmodel. The brand has also achieved a 20 per centstiffer construction. BB30 versions are available witha 35 per cent increase in stiffness and a frameweight of 960g.

The first batch of frames will likely be in the UKin August. Based on the current exchange rate, theprice is likely to be around the £1,800 mark.

WeThePeople 2010 RangeHot Wheels01202 732288

WETHEPEOPLE HAS introduced two new models toits line for 2010 – the Justice and Versus.

Available in two colours, matt black or matt grey,the Justice is built around a 20.4 frame with CrModowntube and chainstays. It is made up of coloured,anodized rims and new, exclusive Salt parts such asPitch Tyres and a Justice Pivotal Slim Seat.

The Versus has a slightly longer 4130 CrMo frame,featuring an integrated headset, integrated seatclamp and a sealed Mid BB. Coloured, anodized, Saltdouble-wall rims are built onto a rear 25T/9T hub. Italso features selected exclusive aftermarket parts.

Bicycle Dreamswww.bicycledreamsmovie.com01 (310) 392-1883

STEPHEN AUERBACH'S award-winningdocumentary, Bicycle Dreams, is now available totrade members to stock viawww.bicycledreamsmovie.com.

A distributor for Auerbach's titles, of whichanother is currently being shot, is now sought forboth the UK and Europe. The author said: ”It's a veryspecial film – it bagged three film festival wins inthe first six weeks of release. On top of those,Bicycle Dreams has been accepted into eight in all. Inow plan to go on to produce further titles aboutthe amazing world of the cyclist."

Latest kit

SyncrosJungle Products01423 780088

AHEAD OF Eurobike, Syncros has announced newcomponents including the New FR and Lo Ballstem (for the Fox 40 and Rock Shox Boxxer). Thereare also new lighter, but equally durable AM and FLstems with a new high polish black finish, whichwill be seen throughout the range. The FL stem willalso incorporate race-orientated flip-flop logos.

In addition to the stems, Syncros will presenttwo new seat posts for freeride and XC riders. Thesewill be lighter than previously, but with the samestrength and durability and with the new highpolish black finish.

Castelli ClothingSaddleback01454 299965

THE MEN and women of Cervélo TestTeam areriding in a new kit this summer and the revisedjersey and shorts, available via Saddleback in the UKand made by Castelli, are the same as the originalblack version, only with a colour reversal. So, whatwas black on the original kit is now white.

In addition the team is debuting an updated AeroRace Jersey pattern featuring new aerodynamicconstruction and fabrics around the arm andshoulder. This jersey, which is set to be in strongdemand, is said to save ten watts compared tostandard race jerseys.

Cove BikesSilverfish01752 843882

SILVERFISH HAS taken stock of Cove's latest frames,which have been given a diverse blast of colour.

Limited edition colourways (metallic blue andmetallic purple) of the Sanchez frame are currentlyin stock, however just ten of each are available inthe UK – at £379. The main 4130 steel dirt jumpframes are due in now in seven colours, at £379.Cove's top-end downhill rig, the Shocker, also returnsin six colours. The Fox shock equip will hit £2,095.

Among other product landing, Cove's popular steelHandjob, with its teardrop downtube and Columbustubing will be available. This frame will sell for £495.

Let’s getstatistical…

This month BikeBiz gets the latest facts andfigures on what’s in store at Eurobike comeSeptember, while the Government revealscycling in the UK is at levels not seen for 17years. It’s industry awards time too, so let usknow who you feel is deserving of recognition…

� 1,000 exhibitors spread over... � 100,000 sq m in 14 halls andon open-air grounds� 30,000 trade visitors from 69 countries expected to attendthe September 2nd to 5th show� 1,200 journalists from 32countries� 0: Number of hotels withspace left in Friedrichshafenduring Eurobike� 5th instalment of theEurobike Awards� 8.30 am to 6.30 pm: therevised opening hours for 2009

17 yearsGovernment figures revealed that thenumber of cyclists on Britain’s roads is atits highest in 17 years – happilycoinciding with a drop in cyclist injuries to115 – its second lowest level ever. (Source: CTC)

30.4˚CThe temperature recorded last monthby the Met Office at St James Park,London – a level not seen since July ‘06.(Source: MET office)

172,000The number of trips made daily by car inAmsterdam in 2006. The figure now meansthat more journeys are made by bicycle thancar in the city. (Source: Bike Europe)

EUROBIKE BYNUMBERS

10The numberof awards upfor grabs atthis year'sBikeBizAwards, heldat Cycle Show2009, Earls Court. Get your nominations into [email protected]

1 millionThe number of trips made annually bybicycle in Exeter – a rise of 37 per centsince Cycle Exeter was launched back in2005. The organisation, run by DevonCounty Council, aims to hit 1.6 millioncycle trips by 2011. (Devon County Council)

The percentage by which online retailsales grew last year, totalling £43.8 billionin the UK. (Source: The Retail Bulletin)

14

£5 millionHow much the Government is going tospend on improving bicycle storage at tenof London’s rail stations. (Source: DfT)


NUMBER CRUNCHING

FEATURES PLANNER


September 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]

� CHILDREN’S BIKE ACCESSORIES

� CYCLE SHOW PREVIEW

OCTOBER 2009� Clothing and Accessories � Cycle Show (extra circulation)

Editorial Deadline: Sept 4th Advertising Deadline: Sept 8th

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

Editorial Deadline: Oct 19th Advertising Deadline: Oct 21st

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

Editorial Deadline: Nov 16th Advertising Deadline: Nov 18th

JANUARY 2010� Core Bike � Customisation � Oils, Cleaners and Tools

Editorial Deadline: TBC Advertising Deadline: TBC

FEBRUARY 2010� IceBike � Helmets � Frames, Forks and Gears � Core Bike Review


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


APRIL 2010� Bike Security � Parts and Accessories � Ice Bike Review


MAY 2010� Women’s Products � Food and Drink


Editorial Deadline: August 10th 2009

Advertising Deadline: August 12th 2009

Editorial Planner

GREEN PROFILE: The Green Bike CompanyTHE GREEN Bike Company is anonline-only bicycle retailer siteand family business created bycycle enthusiasts. Using thegreen moniker, the firmpromotes cycling as anenvironmentally responsiblehobby. But the Green BikeCompany also advocates thesocial side of the pastime.

With a ‘Ride, Live, Enjoy’philosophy, the firm includes arange of services on its site,including top 10 tips on riding,buying, getting fit andtransporting bikes.

Secondhand The Worcester-based firm retailsused as well as new bikes.

The Green Bike Companyuses a 26-point checklist beforea bike is delivered to acustomer, including previousowner verification, approximatemileage verification and a rangeof detailed part checks coveringeverything from front and rearmech, shifters and much more.

The retailer also provides aguide for consumers in selectingbikes, aimed particularly at newcyclists or those returning tothe pastime and sport. Theguides help customers identifytheir needs and requirementsand points them to relevantgenres and bike brands. TheGreen Bike Company also givesconsumers the chance to sendover their specific requirementsvia a form, allowing them tosource specific models.

Online test rideThough the firm is online only, itdoes give consumers chance to

test ride bikes before they buy.The Green Bike Company offersto arrange a short test ride inthe retailer’s Worcester base, tobe arranged online or by phone.

As the retailer offers usedbikes as well as new, the firmnaturally buys them too, withopportunities for customers touse bikes in good condition forpart exchange or for cash.

The retailer has built its owncommunity with a forum on thesite, and also offers a bike routeresource, giving consumers thechance to upload their ownfavourite routes and share withfellow enthusiasts.

The retailer has built its owncommunity with a forum online whilealso giving consumers the chance toupload their favourite routes andshare them with fellow enthusiasts.

Contact: 6 Edgar Street, Worcester WR1 2LRt: 0844 888 2008 www.thegreenbikecompany.co.uk


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

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

BIKEBIZ MARKETPLACE CONTACTS

BIKES & ACCESSORIES

Paligap 01179 823 673 www.paligapltd.co.uk

Wheels Manufacturing Inc. 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

USE Ltd 01798 344 477 www.use1.com

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

Pace Cycles Limited 01723 867919 www.pacecycles.com

The Cycle Division 0845 0508 500 www.thecycledivision.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

MAINTENANCE

Centristore 07789 075 818 www.in2dust.co.uk

RACKS

Pendle Engineering Ltd 01282 699 555 www.pendle-bike.co.uk

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

RESPRAYS & REPAIRS

Argos 0117 972 4730 www.argoscycles.com

TRAINING SERVICES

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

WATER BOTTLES

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

Bottlestore 0845 602 9267 www.bottlesport.com

WEBSITE SERVICES

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

Simple eshop 0116 267 5145 www.simpleeshop.com

BMX PARTS AND ACCESSORIES

BIKEBIZ MARKETPLACE

CLOTHING AND ACCESSORIES

BIKES AND ACCESSORIES


BIKES AND ACCESSORIES

COMPONENTS COMPONENTS

COMPONENTS COMPONENTS


BIKEBIZ MARKETPLACE

BIKEBIZ MARKETPLACE

FOLDING BIKES INSURANCE

EPOS


EPOS

RACKS

LIGHTING MAINTENANCE

BIKEBIZ MARKETPLACE

RACKS



BIKEBIZ MARKETPLACE

WATER BOTTLES WATER BOTTLES

TRAINING SERVICESRESPRAYS AND REPAIRS


BIKEBIZ MARKETPLACE

WEBSITE SERVICES WEBSITE SERVICES

How long has it taken to prepare andopen the Bike Doctor Academy?At the 2008 Cycle Show we first showedthe trade our repair business. Weexhibited with dual purpose though. I didthe rounds at the show promoting abusiness venture – the plan for a trainingacademy. The response from the tradewas overwhelming, with many statingthat they thought it's just what theindustry needed.

From there, things began to take offwith Howard Barrett coming on board asour strategy director. We're now in aposition where we have a number offantastic sponsors, all of which haveprovided us with backing in the form oftools, support and all things bike.

Boris Johnson opened the academy onJuly 2nd and immediately Twittered:"Have just officially opened the new BikeDoctor Academy in Angel. Excellent newbusiness. Super chaps!"

How can students sign up?It's as simple as getting in touch viaemail or phone. We're inviting the tradeto enrol their mechanics, but we alsoteach youths seeking placement in thetrade plus disadvantaged youths looking

for something more worthwhile thangetting into trouble at an early age.Occasionally we get referrals throughthe London Cycling Campaign too.

Our aim is to train those who enrol toabove the current industry standardsand students can leave with City andGuild qualifications equivalent to anNVQ Level Two.

Tell us about your goals going forward?We have strong goals going into 2010.For starters, we'll introduce aWheelbuilding course, with advancedLevel Three Advanced course also due.Then there's the planned introduction ofan electric bike specific module,something the manufacturers areincreasingly interested in as they beginto invest in e-bike production.

Tell us about your ethical policy andwhy it's important?We're quite militant against car use. Lastyear we were the only ones to getabsolutely everything to the Cycle Showby bike. Literally, we moved our entirestand on cargo bikes. We're strongbelievers in changing the way peoplethink about transport.

Even our strategy director HowardBarret sold his BMW to align himselfwith our stance. It was a proud moment.

We also pay staff a fair wage. It's ashame that mechanics typically getpoorly paid. We'd like to change this.

What equipment and componentsdo students have access to?Tool wise, Pedros has been incrediblygenerous and has decked our placeout with everything a mechaniccould dream of. Cyclo Tools were alsoextremely helpful in providing the moretechnical tools, meaning we really canteach in-depth topics.

Meanwhile, we had to have the bestof the best elsewhere, so there are a fewPark Tool bits and bobs around such asthe brand's popular truing jig.

We've been blessed with a number ofsponsorship arrangements from the likesof Fisher Outdoor, Brompton, Specialized,Trek and many others. I have to give aspecial ‘thank you’ to Hope who reallythought outside the box and haveprovided a number of cut-out shells oftheir components, which are great fordemonstrating how to solve technicalproblems.

THE BIKE DOCTORSean Lally, Director, The Bike Doctor

TEL: 07726 921002.WEB: the-bike-doctor.co.uk

COMPANY PROFILE

“ I believe we were theonly ones to get all ofour kit, stand and propsto the Cycle Show bybike. We’re strongbelievers in changingthe way people thinkabout transport.”

Sean Lally

STA

R L

ETTE

R

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

From the Forum...

LETTERS PAGE


IAN HERE from On Yer’ Bike!in sunny Middlesbrough. I’vejust been reading the lettertitled ‘Underhand Tactics?’ inJuly’s Bikebiz and I can vouchfor certain retailers’ dodgydealings regarding bulls**tRRPs!

A while ago I was a dealerfor Universal. I was sellingtheir gents’ ‘Rapid Reactors’and so was a nearby branchof Toys R Us.

Low and behold, they had a’50 per cent off sale’ whichincluded these models ofbikes. They had themadvertised as being £199.99,now reduced to £99.98! Howare they going to survive afterreducing these bikes by 50per cent…? Enough of thedramatics. The amount ofcustomers I saw with these‘bargains’ coming into myshop where they had eitherbought them ready-

assembled or flat-packed, whowanted me to put themtogether.

Anyway, this particularmodel I was already selling for£89.99 ready-to-ride! Thelook on the customers’ faceswhen they had realised thatthey had been ‘duped’!

Retail chains should bepenalised for this as it is just amassive con. The problem alsois that most buyers aregetting them flat-packed andhaving problems putting their‘bargain’ together. Thus, itresults in the customer sayingthat that brand of bike was‘shite’ (exact femalecustomer's words). Problemwith that was how manymore people had she said thatto, putting other customersoff that particular brand?Ian,On Yer Bike,Middlesbrough

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

Email:[email protected]

“I am hoping to open a bikeshop or take over an existingstore. Can anyone give megood advice on any pitfalls Imay have not foreseen?”

Hinddogg

“Unless you are starting withquite a big, low cost start-upbudget.... get ready for troubletrouble and more trouble.

You’ll need: Experience,funding, location, luck andplenty of support (from familyand friends).

I wish you the best of luck.”Timax

“Somebody selling a businessshould be willing to provide acopy of their accounts (for thelast three years) albeitabridged. Use these to do somesensitivity analysis includingworst/best case scenarios.

And go to the TradingStandards website and find outhow easy it is going to be todeal with Joe Public.”

Shaun C

“After three months in thisindustry, it is pretty good all-in-all, but it has its quirks. There isa lot of competition online and

from other local shops,Halfords, supermarkets andArgos, etc.

There is a big differencebetween being a keen cyclist,and running a shop. Onceyou’ve spent the third hourtrying to identify and sourcethe correct headset for acustomer’s bike you’ll knowwhat I mean – especially whenyou will only make 50p profitfrom it.

Also, join the ACT, even if itis just to access their insurancedeal and card processing deal.”

Gear Freak

‘Bargain’ bikes…

I AM alarmed by Future'sclaims in the July edition ofBikeBiz that the new BikeRadarevent is set to become theUK's only bike festival.

At the last Earls Court Show,I voluntarily tramped roundevery trader to deliver leafletsadvertising York Cycle Show2009. We also placed paidadverts in mainstreammagazines (including BikeBiz)and found just about everywebsite which allows freeevent listings. I would not likeour event to be driven out ofexistence by market saturation.

Long established events suchas Mildenhall and York CycleShow offer an ethos which is

far different to the commercialrazzmatazz that BikeRadar Liveis creating. Yet I believe thatthere is room in the annualcycling calendar for us all. Itjust needs those with clout andcash to show someconsideration to events

managed largely withvolunteers. Keeping dates wellapart, and reciprocal websitelinking will ensure that there isplenty of public choice,throughout the year.Paul Hepworth, Chair,York Cycle Show Committee

WE BELIEVE that withBikeRadar Live we have createda new concept for a cyclingevent in the UK, embracingcyclists from all differentdisciplines, ages and levels. Butthe aim behind the show is toinspire people to get out on

their bikes, whatever theirinterest or aim is.

If other events have thesame goal, then that’s great forall cyclists – to have the choiceand variety to suit their tastes,as Paul points out, and also forthe bike industry.

There is definitely plenty ofscope for other cycle shows inthe market that have the samegoal to inspire people to get outthere and ride.Peter Stothard,Publishing Director, Future Sports

Setting up a new bike store?

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.

‘Room for more than one festival’

The response from Future...

quoteunquote Sponsored by the brands of

Moore Large 01332 274252

"LCC members consistentlyreport that they choose tospend their money at shopsthat have nearby bikestands. Those that don'thave any on offer are losingout" LCC’s CyclingDevelopment OfficerCharlie Lloyd, June 29th

"There is general industryconfusion about whetheryou 'need' CEN approval,certification, testing orwhatever. I have had oneTrading Standard Officer say‘yes’. I've had plenty ofpeople say 'no'."Brant Richards,Singletrackworld.com,June 30th

“Offered by the Clean AirGardening, the Golf Caddyis easy to assemble andquickly converts to a hand-pulled caddy. That is, if youdon’t want to just ride onthe course’s cart paths. Italso allows you to cheapout and not tip the valet

parkers or cart runners,meaning extra cash for thedrink cart honey or the19th hole.”BikeRumor.com, July 16th

"There have been various‘firsts’ during my three-year-old son's life – firsttooth, first steps, first words– but the first time Nickcycled by himself was a realheart-in-mouth moment."James Sturcke, GuardianBike Blog, June 30th.

“Mirrors never really getpushed for cycling, but theycould be more useful thanbell or even helmet. Ofcourse, you could learn theart of looking over your

shoulder. But even forexperienced riders this isnot always easy.”Cyclinginfo.co.uk blog,July 17th

“We found we did not needsmall shops for bikes andwe have been progressivelyclosing smaller stores as wemove off the High Street

onto retail parks. We stillhave 45 small metropolitanstores, but if we get anopportunity to go out-of-town then we'll shut thoseunits.”Halfords’ Chief ExecutiveOfficer David Wild talkingto The Retail Bulletin,July 17th

"For sure I’m going to getarsy at some riders,because, you know, I’m anasshole. But, it’s irrelevanttheir nationality, andirrelevant what they looklike, or where they comefrom. Because, like I said,I’m an asshole.”Mark Cavendish,CyclingNews.com, July 15th


OFF THE RECORD

Exeter vows to travel by bike

Sedgemoor powers into record booksAS reported in June's Off TheRecord, Eddie Sedgemoor setoff on his Powabyke X-Byketo break the record forlongest single journey on amotorized bicycle.

Sedgemoor, 66, is nowback from the 1,912 miletrip around the UK havinghit the Southern, Northern,Eastern and Westernextremes of the UnitedKingdom in a fund-raisingattempt for the BritishHeart Foundation.

The record hopeful willnow submit his evidence to

Guinness in order for it toconfirm whether he hasbroken the existing record.

Powabyke MD Nick Childoffered: "Not only has Eddieshown that age is nobarrier, he's also helped tohighlight the importance ofcycling and the linkbetween gentle exerciseand a healthy heart. On theX-byke, Eddie has averagedaround 70 miles per day,and we're all extremelyproud of his achievement."

WHILE the rest of the tradehaggles with spouses forcontrol of the remote inorder to watch the Tour ofBritain or the ExtremeSports channel, AllMountain Importsmanaging director DuncanMcCann is offering alegitimate reason to tuneinto Emmerdale – he's goingto be starring in variousscenes due to be airedaround the end of July.

Requiring some cycliststo roll through the idyllicsettings, McCann will beseen aboard hisMacMahone Lionheart. Hetold BikeBiz: "It was reallygreat to be on the set of aprime time soap with all the

regular actors. This will godown as one of those oncein a blue moonunforgettable experiences."

Meanwhile in AlbertSquare, long-time clumsybusinessman Ian Beale andwife Jane were spottedaboard a Raleigh Tandem.Sat in the driving seat, IanBeale dons a striking kilt,Abus 'Tweed' helmet and agrimace as he cycles past ablack hole where the caféhe owns used to be.

Does BikeBiz know a bittoo much about the episodein question – well, that'sbecause the editor tunes inseveral times a week, purelyto catch any celebritycycling action, of course…

Cycle trade soaps up

Send your pictures to [email protected] THE RECORD

LEADING the way alongsideother cycling demonstrationtowns, Exeter citizens havejoined forces to bringcycling to the schools andworkplaces.

The kids, shown cyclingalongside Councillor StuartHughes, Devon CountyCouncil Cabinet Member forHighways andTransportation, are from St.

Leonard's school, which hasmore than doubled cyclingin the last three years.

In the backgroundare players from theExeter Chiefs RugbyClub, as well as stafffrom EDF andpostmen from RoyalMail who have allmade a pledge tomake their

workplaces more cyclefriendly and encouragepeople to grab their bicycles.

Brant Richards

Executive Editor: Carlton Reid [email protected]

Editor: Jonathon [email protected]

Deputy Editor: Mark Sutton [email protected]

Advertising Manager: Carly Bailey [email protected]

Editorial Production Manager:Helen [email protected]

Production Executive: Abby [email protected]

Design: Kelly [email protected]

Circulation:[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

THE WEEK Chris Hoy was knighted, Ronaldo changedhands for millions – how crazy is that? Ronaldo is not thebest example for the younger generation, while Chris hasto be the perfect example of a top sportsman. He needsto be advertising more than a breakfast cereal soteenagers get to know who he is. What's worse, cycling isstill in the back waters of sport in schools, unlike football.So many teenagers who are not that good at sport cancycle. Show me a boy who does not have a bike. The girls,well, that still needs to be worked on.

HALFORDS TAKES ON SPECIALIST STORES It's amazing that Halfords has decided to go for thehigh-end of the market. I have to ponder why it hastaken so long in the carpeted offices to come to thisdecision.

Paul McClenaghan states: "Our approach has alwaysbeen to provide good service and make sure we havethe right bikes for our customers”. I can see GuyRowland of Corridor Cycles (see BikeBiz July) and myown son in his store laughing. The days of sitting theconsumer on a bike and telling them to put the heel onthe pedal and the elbow on the point of the saddle withfingers outstretched to reach the bars seem to be longgone. Will they have a bike-fit in every store, requiredfor the sale of high-end bikes?

I do not wish to slate Halfords completely, just to getacross that if your shop is on the ball, this move to highend, ‘no name cycles’ should have no effect on theindependent cycle store. Remember, you cannot sell abike standing behind the counter. Mystery Shopper'swords in the last BikeBiz emphasised the fact that acustomer will leave the store if given little or noassistance.

When the consumer is going to spend in excess of£600 to £3,000 on a high-end road or full ‘downhillbike’, they will shop around. The first call will be surfingthe web, then their local shops looking for a deal; it’spossible that Halfords won’t be considered at themoment. The web does not always win if the call ishandled correctly by an experienced sales person, who

knows the techniques to get the caller into the shopand on the shop floor to decifer exactly what theperson really requires. This very often is a totallydifferent bike to the one he has been looking at on theweb. Without proper one-on-one advice, the customermay be oblivious to whether the model on the screen issuitable for the proposed use.

There are still miles to go before the independent hasfully trained staff, but if ever there has been anincentive, now is the time. Young school leavers withopinionated views, yet scant knowledge of product, donot make sensible staffers, particularly when dealingwith the fairer sex.

Among the hard-hat, steel toe, wellie boot, Brusselsdirectives jargon, why are there still no rules against achild riding off on a bike that dad has built from a flatpack? We all know that the modern dad just does nothave a clue about V-brakes and gears.

At the time of writing, the Tour De France has thisyear given our sport good maintream coverage, with theUnion Jack showing up in the top ten every day. Itcannot get any better for us and with talk of a UK teamin 2010 (how good would that be?) Halfords will surelyhave to pay for a new TV commercial for 2010. But Ithought that the Bike Hut concept was over?

Mike Sanderson

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

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What bikes do you own?My stable consists of a Diamondback/Ashton Closure(Sam Pilgrim’s signature model), a Diamondback XTSMoto, Diamondback XSL and a Raleigh Burner Replica,used to ride to the pub.

Can you tell us about your business background?My career in the industry started at Alex MoultonBicycles when I was 17, where I was tasked to buildwheels. From that post I went on to a degree in ComputerAided Product Design and then over the last three and ahalf years I've worked my way up from assistant productmanager to product manager at Raleigh.

Favourite bike product of the past three years? Telescopic seat posts. These are a simple solution to anold problem. Also, the Troy Lee D2 lid; they make youten seconds quicker just by wearing one!

What’s the biggest rush achievable on a bike?Hitting a take-off that’s on the boundary of your abilityand riding away clean and stylish.

Describe your role at Raleigh:Everything from the day-to-day management of myproducts (Diamondback BMX, Mountain, Mtrax andRaleigh Boy's bikes), specifications and working on newideas for the future. I also represent my brands up anddown the country at the many events Raleigh attends,and also managing two teams (Ashton/ Diamondbackand Diamondback BMX) in the UK.

Puncture repair or new tube?New tube.

OFF THE RECORD

... surely not as good an example to kids as Chris Hoy, suggestsSpokesman, as he also ponders Halfords’ new bike strategy...

62 BIKEBIZ AUGUST

SPOKES IN THE SADDLE

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

Product Manager, Raleigh

Ronaldo a role model...?

Halfords is targeting thehigh end market – butIBDs can still compete

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

bikebiz issue43, august 2009

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