BikeBiz issue45, October 2009

Issue 45 | October 2009

THE UK BICYCLE business isshowing an increasingly unitedfront in the face of fraudstersattempting to cash in on thevulnerabilities of online retail.

Several e-tailers have recentlybeen the target of onlineopportunists, some of whomhack websites to obtaindiscounted product. Others relyon the redirection of mail ordepot interceptions to steal abike, often leaving false paymentdetails behind.

Chris Feltham, owner of CycleWorld, is one retailer who has

recently thwarted an attempt tofraudulently obtain a bike pricedat £1,600.

He told BikeBiz: “We’ve had afew attempts to relieve us ofbikes this year. For the most part,common sense can be used tospot the opportunist, but therewas one instance where I wasnearly left £1,600 down. Thescammer found a loophole in ourwebsite and altered the price ofa bike to just £1.99 beforeordering. The bike was sent outas usual, and was about to leavethe local depot when I realisedthe error on the transaction.”

Recent activity on the BikeBizforum has demonstrated howwidespread dodgy transactionsare, with retailers reporting adismaying amount of cases oftheft and fraud.

Online store creator and specialist Si Watts of I-BikeShop.com told BikeBiz thathe didn’t think there had been asignificant rise in attempts, butdid believe, however, that trademembers’ increasing willingnessto share suspicious customerinformation was halting theprogress of thieves.

“I have noticed recently thatretailers are more prepared to‘share’ information. When Idiscover that a client believesthey have had an attemptedscam, I can cross-reference theI-Bikeshop order system for otherorders with different clients usingthe same details. The scam oftenoccurs on several sites within afew hours as the scammer triesto get at least one to besuccessful. I reckon that if morepeople shared their info, fewerpeople would be caught out.”

And that’s a sentiment echoedby Feltham: “For the benefit ofmy own and others’ onlinebusiness, it would certainly help ifthe trade shared suspiciousinformation; that’s why I postedabout my close call on theBikeBiz forum earlier this year.”

For those concerned aboutpossible retail fraud and the saleof stolen bikes, keep an eye onthe ‘possible fraudulent activityand cycle theft’ thread nowlocated at bikebiz.com/forum.

The latest Home Officefigures on cycle theft revealedthat 104,239 bikes were reportedstolen over the past year.

FOR EVERYONE IN THE BICYCLE BUSINESS OCTOBER 2009

By Mark Sutton

The bestin thebusiness

BikeBiz Trade unites to halt scammers

THE BIKEBIZ AWARDS 2009,sponsored by Citrus-Lime andCube Bikes, takes place onThursday October 8th with afree drinks reception at 7.30pm.

Set within the Arena area atthe back of the main hall at theCycle Show, Earls Court, theAwards themselves start at 8pm.

Nominated trade members,their guests and those sent acomplimentary e-ticket areinvited to a drinks reception,during which the BikeBiz Awardwinners shall be announced.

For more on the show, headto our guide on page 36, or forfurther details and sponsorshipenquiries please [email protected]

INDUSTRY OPINIONS P16 � MYSTERY SHOPPER P32 � CYCLE CLOTHING P57 � OFF THE RECORD P76

WWW.BIKEBIZ.COM ISSUE 45

Pooling suspect data could slash online crime � Scams often target multiple sites

ONLINE EXPERT Si Wattsadvises that retailers shouldlook out for anomalies in theirorders, such as: � Orders where only a mobiletelephone number is suppliedand the email address is anon-locatable one ([email protected], @msn.co.uk,@yahoo.co.uk) � Orders where the item isone which you know isavailable elsewhere forconsiderably less.� Orders where a separatedelivery address is requestedand the delivery address isoutside the billing address

town. In particular, where thedistance between the twoaddresses is greater than 30to 40 miles.� Phone orders where thereseems to be little concern forthe product being bought,only it’s value; e.g. "I need abike for about £750"� Orders where the suppliedpostcode does not match thestreet address provided.� Orders which fail an AVS check� Orders where the customerrequests to be telephoned bythe delivery driver about anhour before delivery is made.

How to avoid online fraud...

“They found a loophole in our site andaltered the price of a bike to just £1.99before ordering. It was about to leavethe depot when I spotted the error.”

Chris Feltham, Cycle World

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IT’S BEEN a spectacular year so farfor the cycle industry.

At the risk of sounding like anoverexcited school kid tanked up on‘E’ numbers, the cycle trade hasmanaged to carve success out of ayear in which other industries havefloundered.

Whether it’s the long line ofcycle firms, be they retailers,distributors, manufacturers or other

companies embroiled in the trade, celebrating the fact thatthey’ve survived the economic downturn or even, gasp, seensales climb or rocket, or just the sheer momentum thatseems to back cycling in the UK at the moment, with pro-cycling agendas and a growing list of initiatives in bikesfavour, there have been more reasons for the bicycleindustry to celebrate than I could squeeze into this column.

I suspect that a few of you might be slightly tired ofseeing the words ‘X company bucks the credit crunch’, but ifyou’re jaded about reading stories that feature firms in thetrade doing well in the face of the recession then you’reinsane, frankly. We should be pinching ourselves.

Undeniably though, the picture isn’t entirely rosy, and thecycle trade has had to cope with the effects of difficulteconomic conditions. Independent cycle retailers arestruggling with banks unwilling to lend, high business ratesand increasing competition, while distributors (and naturally,retailers again) have had to deal with an incredibly toughcurrency conversion rate. But in the main, the cycle tradehas coped impressively with the recession – and beyondexpectations if the number of reduced imports at the startof the season is anything to go by. It’s surely a testament tothe strength of the bike biz that it has avoided the big namescalpings that we’ve seen across the retail landscape (standup Zavvi, Woolworths, MFI and many others).

And with the mouth-watering prospect of the LondonOlympics in 2012, various sectors forging new growth forthe trade, those pro-cycling agendas and even BorisJohnson, you don’t have to look very hard for reasons to becheerful about the cycle industry in the UK.

Which brings me to the BikeBiz Awards – the perfectopportunity for the industry to celebrate its achievementsover the past 12 months. While you’re catching your breathbetween shows and launches this month, take a look at ourguide over on page 36. And if that’s not enough to put asmile on your face, guests and Cycle Show exhibitors getchance to have a beer on BikeBiz at the Awards drinksreception on October 8th. See you there.

LATEST NEWSSTRAIGHT TO YOUR MOBILE EDITORIAL

OCTOBER ISSUE 45

NEWS 6-12

REGULARS

BikeBiz speaks to the Derby-based distributorabout the cycle market...

EVENTS 66

21

LETTERS 75Anti-doping Bike Pure rallies the cycle trade forsupport, while the forum goes nuts for brakes

OFF THE RECORD 76Steve Peat, a cycle-based treasure hunt and aCycle Show challenge for Jim Rees

SPOKESMAN 78BikeBiz executive editor Carlton Reid talks bikeprices, the Taiwan A-Team and TAITRA

MYSTERY SHOPPER

BIKEBIZ AWARDS FINALISTS

CHAIN REACTION 15A cycle retailer in the States takes an unusualapproach to creating its fledgling store

PEOPLE 50Lidbury joins Wiggle, Cromwell heads forFisher and Halfords lands Dr Wilson

NEW PRODUCTS 64The latest from Cervelo, Cane Creek, Buff,Giant and Marzocchi feature this month

BikeBiz’s undercover reporter heads to Chelmsford to see how its bicycleretailers measure up when asked about cargo bikes and carriers

Jonathon Harker, Editor

CYCLE SHOW

Ahead of the 2009 BikeBiz Awards, taking place at Cycle Showon Thursday October 8th, we take a look at the 53 finalists

PALIGAP 2010 LAUNCHBikeBiz heads to Bristol to take a look at the new line-ups fromKona, Lightspeed and more from Paligap’s 2010 launch week

BOOKMARK US:MOBILE.BIKEBIZ.COM

32

36

25

42 57

16INDUSTRY OPINIONS 18OFF THE RADAR

Giant and Madison reveal their 2010 lines andTokyo Fixed Gear sets up shop in London

MOORE LARGE INTERVIEW

FOCUS ON…

CLOTHING AND ACCESSORIES

Whether it’s climbing sales or the

sheer momentum behind bikes at the

moment, there have been plenty of

reasons for the trade to celebrate.

NEWS

WITH NO FEWER than 130 bikesin its 2010 line-up, Giant is still“exploring new marketopportunities”, as put by UK MDIan Beasant.

Showcased to customersduring September at the Belfry inBirmingham, Giant has debuted aline of aftermarket components,three BMX bikes and is furtherflexing its muscle in the electricbike territory with a dedicatedfactory and the development ofits Hybrid Cycling Technology.

The firm’s e-bikes comeequipped with a RideControl

deck on which sports, economyor normal power assisted modescan be selected. Start pedallingand a hidden sensor registers theamount of force the cyclist isapplying. Data is then sent to theI2 driver unit, which transmits ademand to the EnergyPak powersource – a Lithium Ion batterycapable of assisting the bike over70 miles.

Aftermarket components weredebuted too, with seminars toexplain what sets Giant’sofferings apart from competitors.The key selling point was themultiple offerings per product,with a solution for almost every

niche and often in a variety ofsizes. These allow dealers totailor the component to thecustomer’s size and preference –

as with the Contact SLRhandlebar, which is available infour sizes, based on differentshoulder widths and drops.

Following extensive testing bysponsored riders such as dirtprofessional Corey Bohan, threeBMX bikes also join the extensiveUK-specific catalogue for 2010.

Beasant said: “82 per cent ofour business came from theshow – it was an great response.The trade is maturing; the focusfor all is on technology, qualityand partnership. Talks are nolonger just about price, but abouthow we can work together.”

By Mark Sutton

Giant eyes up new marketprospects with 2010 lines

CUSTOM BIKE CREATOR andimporter TokyoFixedGear is setto move into a physical store forthe first time. Previously anonline-only retailer, TFG isplanning to open its new shop inNovember this year.

Located on the corner of Peterand Berwick Street in Soho,Central London, the two-floorsite will provide opportunities togrow the business.

TFG’s Max Lewis told BikeBizthat the retailer is working onbolstering its brand list with new‘big name’ signings before thestore opening: “We are increasingthe brand list big time withlarger more prestigious brands,

smaller hard-to-find brands andexclusive collaborations.”

Taking advantage of thegrowing sector, TFG revealed a

physical store has always beenplanned: “We’ve always aimed tohave a shop front. Our Japanesebrands have wanted morepresence in a physical shop andthe clothes really need to beseen physically to be appreciatedand sold. As do the frames.”

The physical store will alsogive the firm a chance to expandinto other bike categories: “Wewill also be branching into roadbikes, something that has been apart of my life longer than ridinga brakeless fixie. We will havereally great bikes in store fromamazing vintage builds, Japanesetrack frames, hand-built framesfrom the US, and more.

“In short, we will be offeringthe best selection of modernfixed gear specific goods you canfind in Europe, but we will wantthere to be something to appealto everyone.”

While there are no plans forfurther expansion at present,Lewis wouldn’t rule it out: “Now Iwould say no, but I have no ideawhat could happen in the future.

“Fixies are booming currentlyand there’s no sign of this trendstopping any time soon. It willdie down though, so what’simportant for me is keepingTokyoFixedGear strong in thelong run.” www.TokyoFixedGear.com

TokyoFixedGear heads to the streets

Manufacturer sets sights on BMX, aftermarket components and electric bikes

Online retailer takes advantage of the fixie boom with brand new physical store based in Central London

One of TokyoFixedGear’s builds; it features a Supernaut frame fromTonic Fabrication built in Portland, USA, with customised artwork

Giant’s Contact SLR bars

NEWS

FOLLOWING THE creation of theBritish Electric Bicycle Association(BEBA), revealed last month, oneof its founder members, MooreLarge, has told BikeBiz that thesector has a long way to go toreach its potential.

Moore Large handles the Izipelectric bike brand and seeseducation as a major factor inpaving the way for the sector inthe UK, which is currently seeinggrowth in Europe and Taiwan.

Moore Large MD Nigel Mooretold BikeBiz that although theformation of BEBA will give thesector a much-needed push, thedistributor already has its ownstrategy: “The electric bike markethas an awfully long way to go tobegin to reach its potential. Thekey element to developing thismarket is education of both thedealer and the consumer. Ofcourse the BEBA will help but wehave already put in place astrategy to unlock this hugeopportunity. Such is our belief inthe market and the Izip brandthat we have appointed adedicated brand manager.”

Lack of experience in thefledgling sector is putting somebike dealers off the electric bikemarket, but this an area wheredistributors – including Moore

Large – can help: “Izip brandmanager Dave Kiddy has years ofexperience with electric bikes andwill be responsible not only forselling the product, but also

dealer support, training andspares backup. This is the crucialelement. It’s not really a productwhere a dealer can ‘just try oneand see how it goes’. It needsrange investment and workshoptraining, which we are very happyto supply.

“The product is not a bicycle. Itis a motorised vehicle and thedealer together with the suppliermust be able to ensure it stays onthe road. We’re keen to talk toany dealer interested inunderstanding better thispotentially huge market.”

By Jonathon Harker

Electric potential is a ‘huge opportunity’BEBA member Moore Large says education is crucial for the growth of the burgeoning e-bike category

NATIONAL RETAILER andsportswear firm JJB Sports isfacing an Office of Fair Tradingenquiry following a raid at itsWigan offices during Septemberby the OFT. Along with nationalretail chain Sports Direct, JJB isbeing probed for possible pricefixing.

The investigation is reportedlyexpected to last a number ofyears and concerns allegations of

price fixing football shirts. Thefirm retails a significant numberof bicycles in the UK while alsooffering mechanic services acrossmany stores.

The company said: “JJB Sportsconfirms that it is assisting theOFT in an investigation withinthe sports retail market.

“The investigation follows anapproach that JJB made to theOFT on January 30th 2009 for

immunity pursuant to the OFT’sleniency programme in relationto a suspected agreement or

concerted practice to dampencompetition in the sports retailmarket in the period from June8th 2007 to March 25th 2009,being the period in which theformer chief executive, MrChristopher Ronnie, wasemployed by the Company.

“The directors take seriouslyJJB’s obligations under UKcompetition law and, sinceapproaching the OFT, the

Company has worked closely, andcontinues to cooperate fully withall aspects of the investigation.”

The news follows a catalogueof recent negative presssurrounding the retailer, includingthe suspension of chief executiveChris Ronnie.

The firm also entered into a‘CVA’ (company voluntaryarrangement) earlier in the yearto help bolster the firm’s future.

JJB woe increases with OFT ‘price fixing’ probe

DISTRIBUTOR Moore Large hasseen a rise in its monthlyfigures, despite the uncertaintythat the trade was subjectedto at the start of the year.

Nigel Moore said: “As acompany, we had just comeoff the back of a very goodyear in 2008, but with theweakening pound andeconomic downturn all thesigns were pointing towards avery challenging period.”

“We have consistentlyexceeded our own monthlyfigures from last year on boththe cycle and accessory sides

of our business, so we feelencouraged that our hard workis paying off.”

Moore also announced thatthe distributor would belaunching a new brand of bikesthat target the mid-sector ofthe market, priced between£400 and £1,000. He said:“Initially we will beconcentrating on the roadsector and we will have somevery competitive bikesavailable in February 2010.”

Turn to page 21 to read theMoore Large interview.

Figures up, despiteeconomic uncertainty

Moore Large provides support for dealers stocking the Izip bike lines

JJB’s UK stores number over 200

“The electric bike market has anawfully long way to go to reach itspotential. The key element todeveloping the market is education.”

Nigel Moore, Moore Large

USED of Germany is a utilitybike company run by EnglishmanBob Giddens, a former musician(he recorded under thepseudonym of BobbyTijuana with his bandFear of Winning). As wellas being the Germanimporter for Xtracycle,the company specs itsown bikes, including theBiGBOY, a tough bikebuilt in the style of aDutch roadster but evenmore robust. It’s a bikethat’s targeted at thebigger riders among us.

The BiGBOY has asteel-lugged frame, ishand soldered inGermany and comes witha hub dynamo and aBrooks leather saddle. It’savailable in three, seven

or eight-speed with SchwalbeFat Frank balloon [email protected]

NEWS: EUROBIKE

Brit e-bike wins big at EurobikeKarbon Kinetics and Gocycle land gold award for ‘fascinating, pioneering’ bike � Birzman, Focus Bikes,Quinana Roo, MINIfree, Massload, Dahon and Giant also pick up prizes at trade event’s awards bash

Four hundred products wereentered into the EurobikeAwards; 77 were gonged andeight of these were made intogold awards for “outstandingachievements in design andinnovation”.

However, one of the judgescriticised those companies whichentered products with little or nodesign merits. Butch Gaudy ofVelobraze in Switzerland said: “Iwas surprised at how manyentries there were that did notqualify for an award. A screw or a bolt is not a designachievement.”

The Gold Award winners were:Category: E-BikeGocycle – E-Bike,Karbon Kinetics, LondonJury’s assessment: “The Gocycleis a fascinating, pioneeringsolution. Usually, the individualbike parts from differentmanufacturers are simplyscrewed together pragmatically.Not so with the Gocycle: these

parts are designed individuallyfor the basic concept to createan integrated whole. And it alsocombines all the trends: urbanmobility, electric bike, gooddesign and system integration.”

Category: AccessoriesDragonfly – Tool,Birzman, China/TaiwanJury’s assessment: “TheDragonfly is a perfect example of a functional device to whichvisual quality has been added.This quality lends character and a sense of uniqueness to the tool.”

Category: MountainbikeHardtailRaven Extreme,Focus Bikes/Derby Cycle,Germany Jury’s assessment: “Thebiological styling of the purelypresented frame concept incombination with a boldroughness and the advantages ofusing a material like carbon steelmakes the Focus extremelyattractive. The move back from

27 to 20 gears is inspired; itreduces the technology to themost essential and leaves moreroom for unbridled cycling fun.”

Category:Special-Purpose BikeQuintana Roo– Aerodynamictriathlon frame,AmericanBicycle Group,USAJury’sassessment:“The shape ofthe QuintanaRoo isphenomenal. It conveysdynamics in its visualappearance as well as in itsfunction.”

Category: ElectronicComponents/ComponentsMINIfree – Bicycle computer,O-synce Europe GmbH, GermanyJury’s assessment: “The

By Carlton Reid

Used seeks newstockists for bikefor ‘bigger people’

MARIO Cipollini was at Eurobikewith his new cycle clothing. Theblack or white garments aremade with premiumperformance fabrics and look tobe pitched at the high-endcustomer. There’s no firm newson availability except for“sometime in 2010”.

During his racing days, Cipowas famous for his extravagant

taste in clothing, both on andoff the bike. He once raced in afull-length skinsuit emblazonedwith tiger stripes, complete withmatching Specialized bike. Hisapparel line – called MCipollini– has no such flamboyantflourishes.

Cipo also has a bike line inthe works, made for him byDiamant of Italy.

Super Mario unveils top-end apparel line at show

The black orwhite garmentshave been made

with premiumperformance

fabrics.

8 BIKEBIZ OCTOBER BIKEBIZ.COM

JESSE Bartholomew, productmanager for the CycleOpspower meter from the SarisCycling Group of Wisconsin inAmerica, fronted a pressconference at Eurobike.

He has been working on thecompany’s new Joule bikecomputers for two years andEurobike saw the officialunveiling of what Bartholomewcalled the “latest part in theCycleOps eco-system”.

This eco-system consists ofPowerTap power meters; PROSeries indoor cycles; PowerAgentsoftware; and PRO series turbo-trainers. On-bike computerscomplete the circle.

Joule 2.0 is for outdoor useon handlebars and is slightlysmaller than Garmin’s Edgeseries of GPS units. It alsofeatures a mono screen and canmeasure 18 metrics while ridingvia a customisable dashboard.

Joule 3.0 is larger, designedfor indoor use on turbo-trainersand studio bikes but can also beused outdoors, although it

would take up a fair bit ofhandlebar real estate.

Riders can access eightdetailed reports on-the-fly, withside-by-side historicalcomparisons, and performance-related digital nagging.

There’s enough onboardmemory for 20 hours of ridingand a full years’ historicalsummary. Pumping out ANT+data wirelessly means the Jouleproducts are compatible withother companies’ ANT+ powermeasuring devices.

Available early next year for€399, the Joule 2.0 could beused to capture data on afavourite ride and for that ride’sprofile to be brought indoors foruse on studio bikes or turbotrainers. In theory, CycleOpscould also make available third-party rides – such as Tour deFrance hill stages, for instance –and these could be placed in aniTunes-style ‘app store’.

Joule 3.0 – which is set toretail for €499 – captures andoutputs the same data as the2.0 model, but with a larger,colour screen.

Journalists who filed indoorsfor the CycleOps pressconference were greeted withan invitation to follow the brandon Twitter – @cycleopspowerhas over 1,000 followers.

Twitter is now usedextensively by many bike tradecompanies but CycleOps had areason other than pure micro-marketing when it flaggedTwitter: its PowerAgent softwarecan auto upload a user’s ride tothe world’s most popular 140-character social media service.

NEWS: EUROBIKE

CycleOps creates Joulebike computer line-up

NAKED is always a good ploy toget eyeballs at Eurobike. Formany years Czech bike companyKelly’s has used body-paintmodels to grab attention. We canbe thankful Castelli didn’t pull thesame trick: it has a new svelteshort called Body Paint because itfeels as if it’s painted on.

The seat, crotch and legs aremade from a single piece offabric, eliminating all but oneseam, which is placed on thefront of the short away from asaddle contact point.

Soren Jensen, Castelli’s globalcommunications manager, saidthe shorts are made from justfive components, and atEurobike he demonstrated thiswith a cut-up pair of shorts in asee-through, double-sidedpanel. The Body Paint shorts aremade from ultra-thin

compression Power Stretch Lycrafabric and feature a new seat-pad– the Progetto X2 – whichcombines a soft, stretchy,seamless, bacteriostatic, next-to-skin layer to prevent chafing.Jensen claims this pad is so soft,a rider need not slap onany chamoiscream to thenether regions.

Castelli shorts arecompressive, sexy– and chafe-free

MINIfree is extremely low-key inits design, which means that itcan be mounted on virtually anybicycle without spoiling theintegrity of the overall design.And the fact that it is very easyto operate is also, quite simply,super good.”

Category: Folding BikeDAHON IOS XL –Folding bike,DAHON CaliforniaJury’s assessment: “The IOS is aperfect example of a stylish,functionally designed folding bikethat meets the demands of urbanmobility and flexibility.”

Category: AccessoriesPedal Kickstand,Massload Tsai Jung EnterpriseChina/TaiwanJury’s assessment: “The PedalKickstand resolves thecontradiction between function

and design with ease. It’s virtuallynon-existent while you’re ridingthe bike, only to suddenly appearwhen it’s needed. It’s an excellentsolution – unobtrusive, attractive,a really polished product for theurban lifestyle. Bikes remain clearand sleek, yet with a functionalitythat used to take away from thestylish design up until now.”

Category: Cross/Fitness/ Speed BikeAccend 1 –City/multi-purpose bike,Giant, TaiwanJury’s assessment: “A bicycle isbased on a triangular frame. Thedesigners of the Accend 1 havetaken this shape and used itdeliberately and consistently. Inessence, the Giant bicycle is acomplicated, full-suspension bike,but that doesn’t show on theoutside. And that’s the genius ofthe whole thing.”

EUROBIKE attracted 39,152trade visitors – an increase ofsix percent over last year’stotal – from 75 countries, and1,556 journalists. In addition,there were 21,000 visitors onthe public day.

The Eurobike show wasfounded 18 years ago and is

owned by the small lakesidecity of Friedrichshafen. MesseFriedrichshafen CEO KlausWellmann said: “This was thebest Eurobike of all time.”

Having moved a weekearly, next year’s show hasnow reverted to taking placeSeptember 1st – 4th.

By Carlton Reid

Firm unveils ‘latest part of the CycleOps eco-system’ at show

BIKEBIZ.COM BIKEBIZ OCTOBER 9

DURING September tradecustomers were invited toMadison’s Milton Keynesdistribution centre to view thelatest bikes from Commencal,Cervelo, Ridgeback, Genesis andSaracen – all of which have seenextensive work take place in thedesign department.

According to the firm’s MD,Dominic Langan, “retail responsehas been fantastic.” Most 2010product is now available fororder. Highlights include:

CERVELOCervelo has taken the ‘if it ain’tbroke, no need to fix it’ approachthis year, choosing to revampjust the colour schemes.

Technical details have beenleft alone, as to date, the P4 isstill winning races by thebucketload and shows no signsof slowing. As per recent years’ranges, it’s framesets only for theUK as Madison believes 99 percent of Cervélo customers havetheir own preferences when itcomes to build kits and wouldprefer to customise their race rig.

GENESISAlways popular with the dealers,Genesis once again takes British-made Reynolds tubing and turnsit into super stylish bikes. Thisyear the range has expanded andhas been brave enough tointroduce a genre-defying flat-barred singlespeed, as opposed totoying with the 29er market. The £499 ‘Day One’ comes in

both flat-barred and drop-barred versions.

According to Genesis brandmanager James Olsen: “The DayOne is so much fun to ride and itbeats most through singletrackdue to its superb handling. Mostdealers have clicked with thebike, so pre-orders have beenhigh, despite the bike not fittinginto a particular genre.”

Price points on the 2010 lineare well spaced too. For example,the road range is made up of twoaluminium and one steel build,costing £599, £799 and £999,respective of material choice andspec. Perhaps the highlight of thedealer previews came in the formof a titanium Altitude, whichweighs in a pound and a halflighter than its steel counterpart.

The entire range is designed atMadison HQ and is specced tothe UK market, utilising theshorter stems and wider forkchoices popular with homegrowntrail enthusiasts. Olsen alsoconfirmed that a full-suspensionbuild was being considered,though it “would have to be justright before hitting the market”.

RIDGEBACKTitanium made an appearancewithin the Ridgeback range too,with a superlight Ultegra-specced Flight road bike takingcentre stage among the morebudget friendly commuter andkids’ catalogue that the brand ismore known for. The Flight buildon show during September camespecced with a flat titanium Ora

handlerbar, ten speed Ultegragearing and a smattering ofRidgeback’s own product.

SARACENDespite having already beenpresented to dealers at a launchearlier this year, the Saracenrange was on show. Having seenwhat was on display, BikeBiz duga little deeper and discoveredthat brand manager Simon Wildwas busy preparing the full-suspension Ariel ahead of theEarls Court Cycle Show. Wild alsogave BikeBiz a sneak peak of thedownhill model currently in theworks, revealing only that “itwould have an incrediblyefficient transmission thanks tothe precisely placed pivot pointsof the rear shock”.

COMMENCALCommencal had plenty of newproduct on show, including asuper-limited titanium Absolutjump and four-cross frame, ofwhich just six of each will appearin the UK. Having had designinput from Dan Atherton, thegeometry sticks to the race-proven geometries of hispersonal race bikes. When theframes land with Madison, retailprice is anticipated to be £1,899.The jump also frame carries whatis perhaps a first in the MTBworld – Fly Bikes’ patented‘Spanish’ bottom bracket hasbeen chosen.

Also of note within theCommencal stable, the AbsolutSX builds were grabbing

attention with the inclusion of aretrofitting dropout system foreasy change of use. Theslopestyle geometry, along withthe Fox 140mm rear shock makethe SX ideal for “throwing downhills”. A frame, seatpost andsaddle combo is available for£1,400, while the complete buildwill cost £2,200.

BELL AND GIROIn a world first, Giro has come upwith the first ‘potty’ style in-moulded helmet, which will retailfor £39.99. BMX riders such asToby Forte have been putting itthrough crash tests and havereported that, despite weighing alot less than a conventionaldesign, it’s good for protectingthe rider’s head.

Bell also debuted the JimboPhilips designed helmetcollection, which spans sevenhelmets, including two graphicson the new Sequence helmet,two on the Variant, two on theFaction skate-style lid and oneon the Drop full face helmet.

Langan concluded: “Obviouslywe are very excited about thenew Saracen range, which willstart arriving in stores thisOctober. The team has beenworking flat out to make thishappen on time. The newMadison clothing line is alsoexceeding all expectations andthe new Genesis range is by farthe best yet. The recent responsefrom our retail customers hasbeen fantastic.”� Madison: 0208 385 3385

Sugoi launchesonline triathloncommunityClothing manufacturer Sugoihas created an onlinecommunity for triathletes.Incrediblejane.com follows theinspiring journey of a Sugoiemployee determined to getfit through triathlon, as wellas offering training tips, fittingand dietary advice, reviewsand weekly prizes.

Pace leaks CycleShow revelationsVisit stand D15 at the CycleShow for a look at Pace’s newline of hardtail mountain bikesthrough to four, five, 5.5 andsix-inch travel full suspensionframes in steel, aluminum andscandium, plus a surpriseframe and component or two.The 2010 range of DT Swissproduct will also be on show.

Scottish Govconsiders ‘roadtax’ on cyclistsThe Scottish Government isconsidering forcing cyclists topay a ‘road tax’. The draftproposal, titled Cycling ActionPlan for Scotland, has beenreleased for public consultation.

Wattbike timetrial debuts atCycle ShowTaking part in the newWattbike 500m indoor timetrial at the Cycle Show couldland visitors a holiday for twoin Lanzarote. VictoriaPendleton is the OlympicChampion over the distance,and holds the British recordon the track at 34.6 seconds.

Duro Tire takesEurobike AwardIn recognition of developingits TruShine technology, DuroTire has been awarded one of77 Eurobike InnovationAwards. The firm was the onlytyre manufacturer grantedrecognition. TruShinetechnology radiates light fromthe sidewalls for high visibilityat night.

CYCLESHORTS

NEWS

For breaking news visit:www.bikebiz.com


‘Fantastic’ trade response toMadison’s 2010 catalogueGlowing dealer feedback following preview of new Cervelo, Genesis, Ridgeback,Commencal, Bell and Giro ranges � Giro creates first in-mould skate-style lidBy Mark Sutton

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

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

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

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US BMX brand Season has linkedup with IMG Distribution in apartnership that will see itsproducts land at retail early inOctober in the UK.

The distribution firm hasbought out the brand, and it willnow start the design processfrom scratch. However, someinitial product was seen duringSeptember at Eurobike.

IMG Distribution’s DavidLombard, who is managing thebrand, told BikeBiz: “We thoughtit was time to add a new brandto our basket. Right now we haveOdyssey, Fly Bikes and severalother great brands and Seasonfits right in with those.

“Also, starting from scratchgives us more opportunities to fitin markets and areas that our

other house-brand, Proper,doesn’t cover.”

Lombard revealed that goingforward the brand will beworking on a line of soft goods,including items such asbackpacks for 2010. Additionallythe current catalogue, viewableat seasonbikesbmx.com, hasroom to expand.

All product design is nowhandled in the UK usingSolidworks, however IMG isworking with US designer SebSurroca to develop technicalstreet-suited components.

Testing is handled in the UKtoo, with the recent sponsorshipof UK rider Tom Davis. “We havepicked up a rider in Leicester.He’s a beast and so having himtesting the parts is good. If partssurvive him, that means they’regood to go on manufacturing,”said Lombard. “From the Eurobikefeedback, I think we managed toreach our goal to have a freshBMX parts brand that sits right inthe current trend and demand.”IMG: 01243 268075

NEWS


IMG to bring in the Season

SALES data analyst firmCoverpoint has created a brandnew service designed for theUK’s bicycle dealers.

The service – named b2b HeatMaps – makes use of valuablesales data that is often ignoredand wasted by retailers unawareof its potential worth.

The b2b Heat Maps serviceinterprets customer data byanalysing postcodes in acustomer database. It then mapsthe information whilehighlighting the strengths andweaknesses of a business,according to Coverpoint ownerStephen Kilbee. He told BikeBiz:“Underlying trends will beidentified, as will theopportunities for growth,irrespective of the size, sector ortype of business. Marketing andbusiness strategies can be basedon measured evidence.”

Kilbee continued: “Datavisualisation is still almost apioneering type of analysis asmost businesses are unaware ofit. And even if they are aware ofit, their understanding of itspotential may be very limitedand therefore many of thebenefits will be missed. Unlessyou know what it can do, it isimpossible to ask the rightquestions and, therefore, get theanswers you need.”

Kilbee has worked with anumber of FTSE 100 companiesand Government departmentsover the past decade and feelsthe insight he’s gained hashelped with forming the HeatMaps service, which starts from£75, and doesn’t requirespecialist software training. Formore on the service contactStephen Kilbee on 01949 875833,or via www.b2bheatmaps.co.uk.

Heat Maps couldprovide ‘pioneeringanalysis’ for retail

CHAIN REACTION


A new bike store on the US West Coast gave design firm Adaptive Path the chance to create an entirelyunique cycle retail experience from the ground up. Henning Fischer talks us through the processesbehind developing a brand new bike shop environment…

One giant leap for retail?

MISSION BICYCLE, a new SanFrancisco-based seller of singlespeed bicycles, has built agrowing business aroundassembling single speed andfixed gear bicycles for the urban commuter.

The company began as anonline business in 2008, wherecustomers could selectcomponents and colours to addto a stock bicycle frame.

In 2009, Mission Bicycle askeddesign firm Adaptive Path tohelp create a simple retailexperience that would helpcustomers to assemble theirperfect, custom bike.

The process involvedinterviewing cyclists tounderstand their needs andexpectations of a custom bikeretail experience. It also includedclearly articulating the MissionBicycle process in a way thataligned with cyclists’ needs andexpectations. Finally, it involvedsketching and generatingexperience concepts quickly.

Adaptive Path met with SanFrancisco cyclists to questionthem about a variety of topicssuch as buying a new bike, thebike shop experience and howthey would describe themselvesas riders. Once the teamunderstood the role of the shop’ssignage system, they began tosketch out concepts to illustratethe bike parts selection procedure.

INSTRUCTIONSThe team divided the shop spaceinto a series of stations to guidethe customer through theprocess of designing a bicycle.The stations included: the frame,the wheels, the cockpit(handlebars and seat), and thedrivetrain. Each section provideda bit of information to thecustomer as they worked theirway through the space. Theintention behind the guidedseparate spaces was to increasethe customer’s comfort levelwithin what’s usually anintimidating technical process.

To help customers understandthe basic steps of building theirbicycle, the team designed easy-to-understand instructions. Theyused jargon-free language andicons in line with MissionBicycle’s minimal and modernbrand aesthetic.

The retail space also neededwall mounted displays for theframes and wheels (these twocomponents couldn’t bedisplayed on the tables due tospace constraints). The teamchose a museum-likepresentation with small, discreetinformation sheets and a tiledcolour selection chart.

ADAPTIVE PATHTable displays were also a focalpoint of the shop space, with thelight table used to display thedifferent components for thecockpit and drivetrain. AdaptivePath designed table displays toshow where on the bikecomponents belong, whatcolours they come in and what’s

important to consider whenmaking a selection.

In order to tie together thedifferent display pieces, AdaptivePath designed a Build Kit forcustomers to literally sketchtheir ideal bike, guide themthrough the stations, record theirchoices and to have a receipt.The content of the worksheetmatches the stations, and theteam designed it so that it canbe filled out by either a staffmember or a customer.

After the three-month projectwas completed, Mission Bicycleopened its retail shop at 766Valencia on May 16th 2009. Theshop has been an immediatesales success and has helpedMission Bicycle establish itself as a new and vibrant player inthe San Francisco bicycle retail market.

You can see more online atMissionBicycle.com andhttp://www.adaptivepath.com/blog/category/mission-bicycle

After the three-month projectwas completed,Mission Bicycleopened its shopand has been animmediate salessuccess.

There are stationsat Mission Bicyclefor the wheels,frame, drivetrainand cockpit

“OVERALL Madison has had avery strong year. It hascertainly been challenging interms of making the rightdecisions and adopting theright strategy to successfullyguide the business throughwhat many experts believe tobe the biggest financial crisismankind has yet encountered.Difficult and unpopulardecisions had to be made forthe good of the business andthankfully I can stand by thoseactions as being the right onesto have taken. Madison iscoming through this recessionin very good shape and is veryupbeat about the remainder of2009 and 2010. Madison hasposted significant sales growthevery year for the last fouryears and 2010 is certainlylooking set to continue this verypositive trend.

“The tailwind for cycling inthe UK – thanks to mediacoverage, the awesomeperformance of ourprofessional riders, along withthe health and environmentalagenda, is set to bolster ourindustry for some years tocome. Every day I count myblessings for working in such agreat industry and as a privatelyowned business, the support

and long-term outlook ofMadison’s owner is refreshingand appreciated – especially intimes such as now.”

DOMINIC LANGAN, MD, MADISON

“WE’VE HAD a very busysummer season with all aspectsof the business – workshop, newcycle sales and accessories saleshave seen an average of 20 percent turnover increase in 2009.

“Due to our store’s location,road bikes and hybrid bike saleshave been very strong. Theshortages with all suppliersduring peak season were amixed blessing. This helped us tomaintain full RRPs and to cleanup our stock inventory, butconversely we have lost a fewsales to other stores when wedidn’t have the bike in stock.”

CHRIS COMPTON, COMPTON CYCLES

“THE LAST three months haveseen our best ever sales.

“We recorded our best showsales at our recent productlaunch week and from ourperspective, retailers are sellinga lot of product without adoubt. At the start of theseason we sold a lot ofcomponents, presumably for

cyclists looking to maintaintheir bike rather than upgradewith a new model.

“In the past we’ve sadly seenbike retailers go out ofbusiness, but this year we’venot even seen one – it’s amazingthat in the industry we’ve notreally seen any problem.”

BEN GABY, MARKETINGMANAGER, PALIGAP

“FROM THE start of the year,the shop has been flat out withrepairs. Sales of parts may havefallen off slightly, probably

because the shop floor is stuffedwith work – at times getting inthe door was a problem. Theworkshop has been riding on thecrest of a wave and thereseemed to have been a constantsurge of events pushing cycling.

“Customers purchasing goodsonline and bringing them to theshop to be fitted is, as ever, onthe increase. That suits mybusiness model. Over 30 years inthe trade, I've enjoyed this onethe most.”

WILLY BAIN,BICYCLEREPAIR.CO.UK

INDUSTRY OPINIONS


Did the sun shine on sales?As the trade takes a breath between shows and product launches, we look at how bike and accessorysales have performed over a mixed bag of a summer. Jonathon Harker and Mark Sutton ask theindustry how it has fared in the midst of a recession and without the benefit of an Olympic gold haul…

“We’ve had a verybusy summer withall aspects of thebusiness. Turn-over has increasedan average of 20per cent.”

Has the summer beena sunny delight for the

cycle industry?


THE GENERAL consensus afterEurobike was that there was noshow stopping-bike ortechnology headed our way for2010; that no one product waslooking to hog the limelight ofthe red carpet with collagen lipsand an inflated ego. In terms ofprogress, it would appear – onthe face of it – that there’s beennone. But looking deeper, a richseam of necessary and, to behonest, much welcomed finepolishing has been going on.

From aesthetic overhauls tosmall but significant tweaks,Eurobike was awash with brandsdisplaying the efforts of their

tinkering and of co-operationbetween bike and componentbrands to offer cohesive colourmatching to further catch theeye of riders.

Felt has revamped itsaesthetics with new stickers,colours, and is integrating logosbetween the seat tube and therocker link on its Virtue line.Genesis has virtually relauncheditself with a complete overhaulof its aesthetics, logos and brandidentity and has adopted thevogue of non-standard logo anddecal placement that Chargetruly popularised. Crank Brothersis now working with SRAM to

offer colourmatching withSRAM’s newcolour optionson itsgroupsets, toprovide asthorough acollars andcuffs colourchoice toriders aspossible. Andthe big boys –always savvyof the entirepackage –have alsomovedthings on.

But canthis merelybe said tobe formoverfunction, or

just marketing? Well, both.Certainly making your bike lookas attractive and as eye pleasingas possible is no bad thing – justas it’s true of bike shops thatthey aim to be as welcomingand as invigorating anenvironment as possible forbuyers – and this is marketing inthe most direct sense.

However, in some importantinstances, this focus on thedetail has allowed productmanagers and engineers to turntheir attention from trying tocome up with revolutionary newsuspension platforms, forinstance, to nailing the minutiaeof bikes people actually buy and ride.

For example, Specialized’snew 9mm QR hub shell on itstop end Roval wheelset has beendesign-integrated with the dropouts of its Future Shock fork – somuch so that Specialized claimthat it’s as stiff a design as usinga QR15 bolt through. Proof, if

ever it were needed, that cleverdesign doesn’t have to beindustrial. It can be refined.Beauty can benefit the function.

Just as you take the first biteof food with your eyes, you takethe first ride with them too.Aesthetics, as much as we’d liketo play their importance down,are an integral part of what wehumans thrive on. From thecolour of hair to the pallor ofthe skin, they contribute greatlyto our decision making processand the same is true of bikes.

However, as fashionable as it isto be unfashionable, there’s a fineline between ‘of the moment’ andbeing so ‘yesterday, daahling.’Every bike brand gets this.

Those that have alwaysdisplayed aesthetic savvy havefine-tuned things further or takenit to the next level with trueform/function integration. Those that didn’t previously,have certainly taken it to heartfor 2010.

OFF THE RADAR

Matt Skinner, editor of What MountainBike, examines the fine tuning that bikebrands have been making since Eurobike...


Form andfunctionfor 2010

“Just as you takethe first bite offood with youreyes, you take thefirst ride with themtoo. Aesthetics arean integral part ofwhat we humansthrive on.”

How’s business? And how hasthat compared to MooreLarge’s expectations at thestart of the year?At the turn of the year there wasa lot of uncertainty about howthe cycle industry wouldperform in 2009. As a company,we had just come off the backof a very good year in 2008, butwith the weakening pound andeconomic downturn all the signswere pointing towards a verychallenging period.

Given those circumstances, itwould’ve been very easy toapproach the year with somecaution, but we remained veryoptimistic. The success broughtabout by our investment in keypersonnel, better product rangesand in the increased marketingactivities of our brandedportfolio through 2008, gave usa lot of confidence. We knewthat continuing to focus onproviding our most competitivepackage of products, service andprices would as a minimumensure we retained the level ofbusiness we enjoyed last year –and so it has proved. In fact, wehave consistently exceeded ourown monthly figures from last

year on both the cycle andaccessory sides of our business,so we feel encouraged that ourhard work is paying off.

What has been the biggestchallenge of the year so far?Our biggest challenge continuesto be at the supply end. Despitea slump in the global price ofcommodities – steel, aluminiumand oil – it has been verydifficult to maintain the costprice of our goods. Theweakening pound and nowincreasing freight ratescompound the problem.

Astute purchasing of currencyand aggressive negotiation withsuppliers mitigated the problemand enabled us to restrict priceincreases to a manageable level.

What have been the star bikebrands in 2009 to date?I am delighted with the growthof our branded bike business thisyear, with all brands performingabove the expectations set atthe beginning of 2009. Haro isthe one that stands out becausewe have substantially increasedour market share in quality BMXas well as seeing increased

coverage in the MTB andrecreational bike sector.

The appointment of AdamGarner as brand manager is keyto this success, coupled with thegreat product in terms of designand quality and an increasedmarketing and promotionalpresence at cycling events andinitiatives. We have targeted theNational BMX race series andbeen present with product ateach of the events together withoffering support for local BMXrace teams that compete on anational level. This has served toincrease our profile as a leadingbrand in the race market, whichwe see as an area for realgrowth in the next few yearsduring the run up to the 2012 Olympics.

The volume sector of theHaro BMX brand has alsoincreased for us and this hasbeen endorsed by the initialdemand from dealers visiting ourin-house product launch lastmonth. We have ordered inanticipation that once againBMX will be a major contributorto the Christmas bike business.The MTB and recreational side ofthe brand has also shown

promising growth this year andwe are currently working onexciting new developments forthe 2010 range.

And what have been the staraccessory brands in 2009?It’s very difficult to pick outindividual accessory brands giventhat so many have exceededexpectations. Of course, eachbrand is at a different stage in itsdevelopment here in the UKmarket with brands such asLAKE Shoes, Tifosi Eyewear andLimar Helmets all having onlybeen introduced in recent yearsbut all performing very well.

Other brands that we’ve hadfor many years like Kenda,Jagwire and Magnum just keepgetting stronger. I guess the oneaccessory brand that really hashit the market by storm hasbeen Knog. Its products offersomething very different to thenorm and you just know thatwhatever it comes out withnext, there’s going to besomething about it that’s uniqueenough to give every shop outthere a reason to stock it.

Lights continue to dominatetheir range to date with the ever

“We haveconsistentlyexceeded our ownmonthly figuresfrom last year, andfeel encouragedthat our hard workis paying off.”

Nigel Moore, MD, Moore Large



Riding high

Xxx

Cementing IBD appeal, improved product ranges, innovative marketing and swelling the number ofspecialist brand managers are some of the key drivers behind Moore Large’s recent – and likely future– successes. The distributor’s managing director Nigel Moore speaks to Jonathon Harker…

popular Frog single LED lightsstill leading the way but withBeetle – two LED, Gekko – threeLED, Skink – four LEDS and theimminent launch of the Boomer 0.5 watt front and rearlights, there’s still plenty tochoose from.

The interest in its luggage isalso increasing; the stylish Dogrange of bags boasts a single bagthat converts from a pannier bagto a sling bag to a rucksack, allwith the clever use of a uniquepiece of hardware. The bags arevery well made, using top qualityfabrics, come with padded andlined laptop pockets and areavailable in a host of colours. Alsoon the horizon from Knog areseven, 12 and 18-function minitools, folding adjustable spannerand pliers and for 2010 a range ofsecurity products. Its undoubtedlya brand to keep an eye on.

Have any sectors performedparticularly well this year?Such as commuter bikes? Orchildren’s cycles?It is difficult to pinpoint aparticular sector, more a generalmove towards quality. Clearlycycle usage has gone upconsiderably in the last couple ofyears and this has produced amore discerning, better informedconsumer. If we analyse our salesboth of parts and accessories andcomplete bikes we see animprovement in sales across allsectors and brands, but it is atthe higher level where theincrease is greater.

A typical example would bethe tremendous reception wereceived upon the introductionof Limar helmets. We havealways done good business onentry level helmets under ourown brand of Apex, but knewthat to make a mark in mid-to-high-end helmets would be achallenge. We need not haveworried. From day one ourcustomers embraced theopportunity to invest in thebrand and add to the success weare already enjoying with Apex.

How are the newer brandssettling in, like Basso and FenixLights?Basso is a very excitingdevelopment in our business andunderlines our desire to expandour portfolio to the extremes.The appointment of Adam Biggsas brand manager has clearlybeen the driving force in thesuccess of Basso. His knowledgeand enthusiasm of the sector hasopened many new doors for usand considerably increased our

base of road specialist outlets.Basso competes comfortablywith all other classic Italianbrands offering hand-built qualityand design that our competitorsfind very difficult to live up to.

We have big plans for thissector and are currently in talkswith an Elite Road team for2010, together with providing aconsistent level of qualitysupport from head office andworking very closely with theItalian owners who are delightedwith our progress to date. It isearly days for Fenix lights butinitial sales look extremelypromising and as consumer saleskick in and reports come backI’m sure we have have anothergreat prospect.

How does Moore Large keepahead of the competition? To be honest we rarely discussthe competition. This is notmeant to sound arrogant but wehave always felt that if we aredoing our job correctly therewards will come. Of course weget a bit fed up when somecompanies grey import ourexclusive brands such asTrailgator, but on balance I wouldsay fly or fall – we areresponsible for our own destiny.

We continue to concentrateon improving our appeal to theIBDs, be that through animproved product range, betteravailability or more efficientservice levels. We have anexperienced team of buyers onboth sides of the businessensuring the right products arebeing brought to the market atthe right time, at the right priceand in the right packaging. Ourmarketing activities and the waywe communicate them has seensignificant investment in recentyears, ensuring a diverse spreadof coverage across both tradeand consumer levels.

We already have a very broadspread of area managers coveringthe country with ten workingexclusively with parts andaccessories and five working withcycles. And we’ve continued toadd to the team on the brandedside of our business with theappointment of a premiumproducts manager for accessoriesand brand managers for Haro,Basso, Izip and Onza. All of whichwill provide us with a completefocus on the ongoingdevelopment and placement ofkey, premium level products andbrands across principle retailersin mainland UK. We have alsoappointed an area managercovering the same principal

brands in Northern and SouthernIreland. We are all very excitedabout these new appointmentsand feel it shows real intent inour ambition to establish each ofour brands as market leaders.

How have dealers reacted tothe B2B site? Very well. More and more ordersare now coming direct into thebusiness and the launch of theB2B last year offers all of ourcustomers a live order systemthat is operational 24 hours a day.

We have received manycompliments from customers onthe clean and simple appearanceof the site and, importantly, howeasy it is to navigate and buildyour order. Exclusive onlineoffers, good product images,stock availability, plus downloadsof magazine reviews and thelatest news, all add to what is avery functional order system. Acontinuing investment in front-end sales is also a factor.

This year Moore Large hasbeen involved with morequirky marketing, joining Knogat the Bike PoloChampionships and Velorbis atDerby University – can weexpect more of the same overthe next six months?Absolutely! There are a group ofpeople at Moore Large whobecome unrecognisable to theirloved ones during the summer.There are events of one kind oranother throughout the year andit is unbelievable how many ofthese we attend, not only toexhibit but also take part. AdamGarner holds the record with tenweekends on the bounce awayfrom home. In this day and agemarketing is so much more thanplacing a few adverts. It is aboutkeeping close to our end users atgrass roots or on occasion mudpuddles. Not only do wepromote our products, but wealso get direct feedback to helpus understand our customers anddevelop new ideas.

What are the key factors toMoore Large’s success?It’s difficult to answer thisquestion without resorting toclichéd corporate speak. Ofcourse our diverse productportfolio, the significantinvestment in stock andmarketing, an absolutecommitment to treating ourcustomers with respect andcrucially an enviable reputationwith our suppliers all play amajor part, but at the end of theday we value most our

extraordinary staff. The team isgetting stronger every year andthe office bubbles withenthusiasm and dedication. Inmy opinion the appointment ofstaff is the most importantfactor in the success of abusiness – before brandselection, location, which bank touse or even which products tosell. Get the staff right and you’remore than halfway there.

What will be the biggest storyfor ML in the next six months?

The big news is the launch of anew brand of bikes targeting themid-sector of the market withprice points between £400 and£1,000. Initially we will beconcentrating on the road sectorand will have some verycompetitive bikes available inFebruary 2010.

We also have plans to increaseour offering in the Electric bikemarket and will be looking tolaunch a very competitivelypriced lithium ion powered bikeearly in the New Year.



Recent addition Fenix lights joins high-flying brands like Knog andLimar in Moore Large’s extensive portfolio

“We are all very excited about ournew appointments and feel they showreal intent to establish each of ourbrands as market leaders.”

Nigel Moore, MD, Moore Large

Jim Walker Launches New Dealer Benefits Scheme

b2b.jimwalker.co.uk

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PALIGAP SHOW REVIEW


Xxx

THE picturesque location of theStable Café, set on a hilloverlooking the cycling city ofBristol, was the setting forPaligap’s week long 2010product launch. Dealers wereinvited to get up close andpersonal with new product from

Kona, Lightspeed and Sombriowhile feasting their eyes on thelatest from the likes of CycleOps,Saris, Muc Off and a mass ofother brands.

The launch attracted pressand dealers alike, and Paligaptold BikeBiz that it had recordedits best show orders ever overthe week.

Among the products ondisplay was Sombrio’s newclothing range. Pre-selling the2010 line-up, Sombrio featuredgarments that cross over beyondthe bike market. Boastingtechnical features and withclothing built to stand up to thesterling test of a Vancouverwinter, the range branched intothe roadie and fixie sector too.

CycleOps introduced thebrand new Cycle Computer Joulerange, including the 2.0 and 3.0.

Following feedback fromusers, the new models havebacklit and bigger displays whilealso include the capacity to hold

much more information thanhas previously been possible.Packing in a huge list of features,the Joule 2.0 is outdoor specificand indoor compatible.

Paligap added that the PowerTap brand now boasts its ownUK service centre, drastically

cutting down servicing times forproducts in the massivelygrowing market.

The recently launchedCycleOps Pro Series of indoorcycles were also on show at theevent. The models can beadjusted in every imaginableway to match the cyclist’soutdoors bike. Microadjustability also providesprecise resistance control. ThePower 300 Pro was showcasedtoo and like the rest of the rangeis ideal for triathlon, cyclingclubs and spinning clubs.According to the distributor, thetraining brand is now providingyear-round sales.

Meanwhile, Lightspeed hasintroduced carbon to its bikerange, with three new models –the C1, C2 and C3 – takingadvantage of the material. TheArchon C-Series all featureAerologic technology.

Two years in development,the C-Series bikes provide weight

Best inshowPaligap crammed dozens of new bikesand the latest cycle technology into itsSeptember 2010 launch and saw bestever show sales as a result. JonathonHarker visited the show…

The launch attracted press and bikedealers alike, and Paligap told BikeBiz that

the event was so successful that itproduced its best ever show orders.

savings and boosted ergonomicsfrom the new material. Theframes – which are designed andbuilt in the USA – all come infive sizes, and present significantprice savings for the Lightspeedbrand, providing an even greaterdraw for consumers at retail.

Kona’s 2010 product line-uphas seen the brand furtherdiversify into ranges beyond itsmountain bike roots. Themanufacturer has shaved weightacross all of its 2010 bike rangeand features an expandedcommuter series. Some of thosemodels, including the Dew FS,boast a new sweep frame whichboosts cycle commuting comfortby providing extra shock-absorbing goodness.

Kona has also introducedmore steel bikes – a materialgrowing in popularity with roadand mountain bikes, and hard-wearing enough to deal withtough winter conditions.

The steel-based Wagon fixie-style road bikes range hasexpanded in response todemand. Paddy Wagon was

introduced by Kona two or threeyears ago and is now joined byeye-catching rides like the GrandWagon (RRP £1,800) and theBand Wagon (RRP £550).

The cycle cross range has alsogrown with the Major One (RRP£900), while many existingmodels have been cut in price tomeet the competition head on.

Kona has invested heavily inits mountain bike range,particularly with the twoCadabra models. These top-endMTBs hit £1,850 – for theCadabra, and £2,400 for the AbraCadabra – both of which arebuilt with scandium and boastplenty of features. The Cadabraand Abra Cadabra come in 14,

16, 17, 18, 19, 20 and 22-inchmodels, and both featureShimano parts.

Kona’s improved kids’ modelsinclude the Shred 2-4 priced at£450 and featuring a 13-inchframe with 24-inch wheels.Featuring Kona Jackshit pedalsand Cowan Signature grips, the2-4 also boasts a Kona DJ saddle.

Other highlights include therevamped Blast Deluxe – a newversion of one of Kona’s bestselling bikes. The all-mountainaluminium butted model featuresa Rockshox Dart 2 fork, with theusual Shimano trimmings.

The manufacturer’s clothingranges also got a look in at theshow, featuring a hat-full of head

wear options for cyclists withnatural cross over beyond thesector. Stylish highlights from therange included the Hand KnitKona Pom (priced at £16), theFidel Cap (at £15) and theJapanese Reversible beanies (£16a piece). Jackets – like the men’sFreddy (featured in this month’sSector Guide), tee shirts andshorts also starred.

The bike cleaning Muc-Offbrand appeared at the show too,as did the FFWD lightweightwheel range. The brand’s line-uphasn’t seen a huge amount ofchange for the new season, withthe design team insteadchoosing to tweak and slightlymodify product for 2010. Paligaptells BikeBiz that despite being abrand still relatively new to theUK – 18 months young in fact –FFWD has been a massivesuccess for the distributor.

Elsewhere, the Helmet Herovideo camera has been updatedand now boasts a wide anglelens. Expected to be popularagain this Christmas, the Hero ispriced at £180.

PALIGAP SHOW REVIEW


Kona has introduced more steel bikes– a material growing in popularitywith road and mountain bikes, andhard-wearing enough to deal with

those tough winter condititions.

The fixie-style Paddy Wagon was one of the eye-catching bike highlights atthe Stable Cafe-set launch, located on the rolling hills of Bristol

Saris’ latest racks appeared at the show (top left), while Kona’s 2010 bike range featured heavily


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IN JULY, swimming’s governingbody, FINA, banned Speedo’spolyurethane swimming suitsdespite having okayed them inJune. Cycling’s UCI also has aslew of rules on go-fasterclothing, but the world’sgoverning body for cycling hasyet to come down hard on thosecompanies breaching theclothing rules.

There are lots of ways tomake cycle clothes faster, suchas: dimples, placing seams awayfrom the airflow, fabric rugosity(i.e. roughness), body-mapping(i.e. designing clothes withathletes’ muscle groups in mind),trapping air around the upperarm and wire inserts underjerseys to aid air-flow. Some ofthese are allowed by UCI andsome are banned, but notroutinely enforced.

Given their propensity for thepristine, UCI tech wonks maysoon turn their focus on fabricsand could one day ban a lot ofthe clothing innovations thathave been trickling down toconsumers over the last three tofour years.

The UCI doesn’t like anythingthat has a smack of‘performance enhancement’.According to sources, the UCIseriously wanted to banmaterials that absorb moistureas this helps cooling – and thusaids performance. Fortunatelythey were talked out of that one.

It would be cruel to implythat some UCI types hanker

after the type of woollen cycleshorts that weigh twice as muchwhen wet as when dry. However,the guiding principle behind theUCI’s tech regulations seems tobe: ‘what was good enough forEddy Merckx in 1970 should begood enough for us today’.

Jason Rance, vice-president ofmarketing at SpeedoInternational, pointed out in Julythat preventing sportsequipment companies frominnovating is point blank stupid.“In order to get rid of havingwetsuits in the pool, they’reactually going to take backinnovation in the sport and sendit back two decades. My analogyis that next year at Wimbledon,Federer and Nadal will be aboutto start a game and they’ll say:‘Hang on a minute, mate. Give meyour carbon graphite racquet andyou can have a cane one from the‘90s. Have a good game.’”

Critics of the ‘give-technology-free-rein’ approachsay that some performance-enhancing clothing isn’t justslippier through the water or air,it is biomechanical cheating.‘Compression’ clothing is gettinga lot of attention right now andthere are some claims that it’salmost another form ofpropulsion. For instance, PowerLycra controls and reducesmuscle vibration, maximisingpower while reducing energyloss, muscle fatigue and the riskof cramps. It sounds reasonable,but what about elastic-band

exoskeletons? There are garmentsfor elite cross-country skierswhich use Thermoplasticurethane (TPU) bands to storeand release energy on movement.

Adidas uses TPU PowerwebTechnology on its cross-countryski suits. TPU bands support thenatural expansion andcontraction of themusculoskeletal system whileperforming. They provide elastic

support and performanceenhancement for muscle groups.

Working on such garments forAdidas was James Lamont. Heused to work with the AdidasInnovation Team but is now afreelance consultant. He hasworked across many differentsports, but his interest ispredominantly cycling.

In the early ‘90s, Lamontworked for Raw Experience of

“In order to get ridof wetsuits in thepool, they’re goingto take backinnovation andsend it back twodecades.”

Jason Rance,Speedo International

CYCLING CLOTHING INNOVATION


“AFTER months of researchand development, Castellicreated a jersey that featureda new aero-slippery fabric, awrinkle-free fit, and criticalareas of dimpled material. Inthe wind tunnel, the SplitSecond jersey delivered a CxAdrag coefficient of 0.359compared to 0.377 for astandard Castelli jersey. In azero cross-wind environment,this computes into a savingsof 15 watts. And across variouscross-wind measurements, theaverage saving was 13.8 watts– which equates to 58seconds’ saving over 40kilometers at an approximatepace of 25 mph.”Castelli press release2006

You sell goods deemed to beperformance-enhancing by the UCI:wicking jerseys. They’ve not beenbanned (yet) but other clothinginnovations could be, fabrics expertJames Lamont tells Carlton Reid...

Clothing tomake yourcustomersgo faster

Revolutionary newmaterial can assist

cyclists’ performance

Adidas’ Powerweb Technology supportsthe expansion and contraction of themuscles during cycling

Edinburgh, the then importer ofClif Bars and other niche brands.

Now, when it comes to go-faster fabrics, he is the go-to guy.It was Lamont who developedthe Adidas Ian Thorpe swim suit,he who led the research to makeTPU bands for cross-countyskiing, and he who combinedpolyurethane with swimmingsuits. Lamont has also worked ongo-faster cycle clothing for probike teams, such as Team Telekom.

After speaking to Lamont, hepoints out the latest developmentsin bike clothing technology...

AERODYNAMICS ANDCOOLINGAerodynamics is always key incycling. More attention could bepaid to specific riding positions –not just for time trialling, but forlong breakaways and chases atthe front too. There seems to bea fascination with surface drag incycling. We constantly seequotes for power savings or‘gains’, which as a percentage ofthe drag load from surfacefriction, effects are bigger thanthe total power lost by the dragfactor they suggest they aredealing with.

The UCI has been very stricton clothing and footwear, butmust always be respected. Thisyear, however, some teams havebeen experimenting in earlyseason races, like the Tour ofCalifornia, with devices onclothing that are clearly againstthe spirit and the law of theregulations. Given the attentionthat the UCI has recently beengiving to equipment, particularlyaspect ratios and fairing, thereare still major steps that can bemade in drag reduction. I am stillvery surprised that few peoplehave looked at aerodynamics inthe context of cooling, as theyhave in braking systems inFormula One. This is a huge areato make improvements for, inperformance and comfort.

SOLAR LOAD AND COLOURSColour makes a big difference interms of solar load. This wasevident at this year’s Tour deFrance, where teams changedjersey and short colour. However,there are issues to do withopacity caused by water,particularly liquid sweat, whichcould be dealt with better inregards to heat load.

There have beenimprovements in the use ofdifferent fabric weights andconstructions such as mesh,single jersey or mock eyelet, plusincorporation of stretch and in

wovens. The placement of lighteror more closed fabric is still anarea which seems very oldfashioned compared with work Ihave done on heat productionand heat load on the body. Thisis potentially an area for bigimprovements.

As riders get tired over thecourse of a race, heat and how

they cope with it has a big impacton performance. When a rider isproducing 400 watts or more on aclimb to stay with the leaders, thebody is creating nearly 1,600watts – 1,200 watts of which isthen mostly lost as thermalenergy. Combine this with externalheat load, quite a remarkably highnumber of watts per square metreon the open road in the Alps inJuly directly from the sun, plusreflected and radiated heat fromthe external environment (MontVentoux’s final kilometers beingone of the most striking examplesof this later effect) – there’s agreat amount of heat to be lostfrom the body throughevaporation, radiation, convectionand conduction, along with a

large heat load from the externalenvironment.

Clearly, what’s next to theskin, to lose that excess heatgenerated internally and resistexternal heat load, is the rider’sclothing, which can have a bigpositive impact on performance.

It’s great to see ideas like pre-cooling before the event and ice

pack interventions during therace, but more can be done inthe future for cycle clothing. Wecan look at other industries andincorporate their solutions.

In the high mountains, gravityis a key issue – I always see thison my SRM power meter as I hita climb. For much equipment,there is an obsession with weight,however it’s always looked at asa dry weight. We know fromresearch, our own ridingexperience and from watchingtop riders in the tour, that water,in terms of sweat, is a majorfactor in weight. In fact, there aresome quite counter-intuitiveapproaches to system weight of arider’s outfit which could yieldmuch lower weights in a race.

COMPRESSION & BODY-SHAPEThis has become a huge trend inthe past couple of years, withevery team having differentsponsors providing a variety ofproducts with performanceimprovement claims.

Over the course of a grand tour,we can see from riders’ SRM powermeter data that a rider’s challengeis to recover from each day’sefforts, and perhaps over threeweeks try to delay the inevitablereduction in performance.

For recovery, compressiongarments offer great potentialbenefits. However, most productsI have seen, both on the generaland custom-made market, offervery little compression,compromise freedom ofmovement and don’t have thecorrect compression graduationengineered into them. Mostseem to offer no more than aplacebo effect. In addition, manygarments I see being used are ofvery low compression forcecompared with the trainedmuscles of a professional cyclist,and in addition pay scantattention to the very specificbody shapes of these athletes.

While this is disappointing, itleaves scope for improvementsto be made in the products andin maintaining rider performancefor recovery, travel and warm-up.

LAYERS AND SYSTEMSThere has also been littleattention to all the layers and

components of what the riderwears, and although sponsormanufacturers would like us tobuy only their products, there isstill not enough thought goinginto clothing as a system. Abetter approach in all the areasabove could yield great benefits.

SKINNY AND WETIn the Tour de France in the late‘90s, a German star lost a lot oftime due to cold and wetconditions. With very low body fat(insulation) at peak conditions,high riding speeds and waterfrom precipitation, and waterthrown up from other riders’wheels, we end up with big issues.Given that water conducts heat 26times faster than dry air, thepotential for heat loss andcatastrophic loss of performance ishuge. Combined with high poweroutputs up climbs, then inactivityand high speeds on descents, rapidcooling’s a natural result.

This year I was struck by howpoorly prepared teams were. Thisis an area in which pro riders,tied to sponsors’ product and theneed to show logos and names,can actually be at a disadvantageto amateur riders who are free towear what they want. There’s awhole range of products whichcould be built specifically for proriders’ needs, in events like theTour de France.

A version of this interviewappeared on srm.de and is usedhere with permission.

CYCLING CLOTHING INNOVATION


“UCI’s very strict on clothing andfootwear. Teams have experimentedwith devices on clothing that are againstthe spirit and law of the regulations.”

James Lamont

Clothing should incorporateaerodynamic modules toenhance cycling performance

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Our Supplier Integration Module fetches suppliers’ stock availabilityand pricing data directly into your store. Having access to this data atthe point-of-sale makes it quick and easy for your staff to take specialorders or to up-sell to lines you don’t physically hold in stock –providing opportunities for extra margin – and happy customers

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MYSTERY SHOPPER

Carry me home…As the birthplace of radio, you’dexpect Chelmsford’s people to bepretty ‘tuned in’, but are itsbicycle retailers? Mystery Shoppergoes in search of a cargo capablebike and discovers not everyretail experience is music to his ears...

Chelmsford

HalfordsBASED on Mystery Shopper’s previous experiences inHalfords, I wondered if its Chelmsford store would offerthe same level of service as an independent retailer.

Upon entry I immediately saw sales assistantsapproaching browsing customers. The store was doingwell, but what would the bike department be like?

There were less staff in this section, so customerswere queuing for assistance. When it was my turn to beserved, the staff member was happy to walk me throughthree bikes he felt best fitted my criteria. The advice wasgood, as were the demonstrations of how I would go aboutkitting the bike out to carry cargo. Also, the bikes rangedfrom the lower to higher end of my budget.

The assistant advised I shop around to ensure I got theperfect bike, suggesting I might regret spending under£200 due to the high rate of failure on low budget bikes.

Halfords is flexing its muscles in the cycle territory,scoring on par with the best of Mystery Shopper'sindependent store visits. What’s more, photos of Halfordsriders were on display. Images like that could seeconsumers associating Halfords with performance bikes.

Cycle KingIT’S hard to miss Chelmsford's Cycle King with its‘massive discounts’ display and its claim that it providesgreat before and after-sales service.

There were lots of discounts on offer, so anyone inthe same boat as Mystery Shopper – seeking a bike foruniversity – would naturally be lured in. There wasplenty of stock – far too much in fact. There was a seaof wheels to contend with and very little to distinguishone bike from another.

Thankfully, the woman at the counter was happy toguide me through what she felt best suited my criteria.Encouragingly, once I’d explained my situation, she led mestraight to the most reasonably built bikes fitting my needs.

The majority of bikes were priced between £100 and£200, yet when I hinted I had more to spend on aquality build, there was surprisingly little on offer.

The assistant was certainly knowledgeable and listenedto my requests before ascertaining the best match.However, the one factor that let the store down was thehuge amount of choice. Without assistance, it would takeforever to dig out the perfect bike!


MYSTERY SHOPPER


Sport DirectON entry, Mystery Shopper was greeted with clothingon the floor and a sea of racks. Overstocked and untidywould be an understatement. To add to the immediatefeeling of ‘let’s get outta here’, I was greeted by what Icould only assume was the staff’s music choice – someout-of-tune, uncensored, grimy rap music.

I could, however, immediately see a display of bikeson the upper level, so I went to check it out. There werefour bikes on show, all from the Dunlop brand and allcosting below £100. The stand featured one BMX, onelady’s mountain bike and two men’s builds. There wasnothing an educated buyer would consider here andvery little explanation on the header cards, except forthe sale price.

Nonetheless, the Mystery Shopper experience iscalculated largely by interaction with staff and theirexplanation of the build’s capabilities. So I went in searchof interaction, but found no-one to question. I then caughtthe eye of one lad who appeared to be available. However,by the time I waded through racks of clothing hedisappeared. These low cost bikes must sell themselves...

Cycles UKCYCLES UK, located in a retail park, had a vast array ofbikes on display outside of the shop, enticing customers in.

After browsing the diverse range of bikes, an assistantled me to a stylish Marin costing £319. He pointed outseveral of its features, which justified its price and left meconvinced that I’d be better off spending a little more.

He insisted I purchase a decent U-lock, reminding methat cycle theft is on the up. I then questioned fitting arack to the rear of the bike, at which point the advisorpulled two that appeared not to fit the Marin from theshelf and let down the so-far helpful experience. He did,however, redeem himself by explaining that Cycle UK dostock a model that fitted – pointing to the holes towhich the rack would be fixed on the frame.

What the assistant didn’t need to say was: “We’re a littlesteep on price; it’s because we only stock quality.” I hadn’tthought prices were steep, but if new to cycle shopping, I’dsurely have taken this as advice to shop around.

Discounts appeared on many of the 2009 models,which Mystery Shopper can’t help but feel, along withthe good service offer, would secure a sale.

SummaryMONTH-BY-MONTH, Halfords seems to beimproving its service, and the Chelmsford storeperformed especially well considering that footfallwas low considering the time of day. This may ormay not have been the case had it been higher,but the staff member Mystery Shopper spoke towas certainly clued up on his gear and polite.There’s not much more you’ll need than that tosell a bike in Halfords.

Both Chelmer Cycles and Cycles UK offeredexcellent personal service and really took sometime out to listen before lunging in with a salespitch. Chelmer just about had the edge in terms ofadvice given. However, it's worth noting Cycles UKappeared to still be getting used to where thingswere in the new store.

THIS MONTH, Mystery Shopper took theform of a university student with places ateither Nottingham or Exeter in sight. With abudget of between £180 and £400, I was atypical student buyer, not looking to blowmy life savings, but understanding that thisbike needed to last the duration of my stay on campus.

The bike had to be capable of carting‘projects’ to and from halls of residence toclasses, and as such I was seeking, at thevery least, a pannier rack and bags add-on accessories.

Off-road capability was a bonus, but notessential. So what would you offer MysteryShopper? And would you recognise thatNottingham has a reportedly high crimerate? Or that I’d need plenty of gears totackle the notoriously hilly Exeter?

Chelmer CyclesVISITORS to Chelmer Cycles are greeted on entry by thetill, which is great for prompt service and even better fordeterring theft from the store.

As such, I was able to immediately talk to the ownerabout my needs, explaining that I was yet to secure auniversity place, but it was highly likely I’d be going toNottingham. The assistant stopped me in my tracks andplaced emphasis on the fact that in such a high crime area,a strong U-lock should be considered, whatever I bought.

The retailer pointed out some burly looking Krytonitelocks and explained it’s best to combine them to securethe whole bike. He wasn’t fond of the quick release systemsthat are dominant on the majority of bikes, suggesting itleaves a bike prone to component removal. This wasenough to convince me I needed to secure any bike well.

I was pleasantly surprised to be shown a well-builtKona below £400. The store owner then detailed how I’dfit appropriate racks and guards to the bike.

Though small, Chelmer Cycles was tidy, well arrangedand stocked good kit. Most importantly the owner listenedto my needs and offered sound advice. Top marks here.

BRAND SPOTLIGHT BERN


Can you briefly fill us in onthe history behind Bern? Bern is born out of the vision ofDennis Leedom, who previouslyran a very successful winter-sport helmet company. Dennisdeveloped Bern with the idea ofcreating helmets versatileenough to cross over amultitude of different sports. Thecompany was started up in 2005and has been growing in sizeand popularity ever since.

How long has the Bern andUltra Sport distributionpartnership been in place? Ultra Sport has been workingwith Bern since summer 2007and has been successfullyincreasing numbers in bothsummer and winter product eversince the deal.

Has the cycle market been atarget before, or is this a newapproach for Bern?The cycle market has alwaysbeen a target, but with UltraSports’ existing ties in thewatersports and snowsportssectors these were the mostobvious areas to start sellinginto. Bike is fast becoming thefocus with Bern’s hugelyinnovative ‘bike friendly’constructions such as zip mouldand brock foam.

What do Bern helmets offerabove and beyond thecompetition? Bern helmets are so versatile intheir design and constructionthat they leave the rest behind.No matter what sport you do orhow stylish you are, Bern has alid to suit you – from ultralightweight cycle and snowhelmets to sink fit, low profilefashion pieces such as the iconicBaker and Watts shapes. The

variety of colour ways andindividual shapes sets themapart from the competition.

Is the ‘cool factor’ a key sellingpoint for Bern? Of course! The individual stylesprovide the wearer with a goodfitting helmet with low profilesand great graphics.

Are there any new products onthe horizon?The G2 has just been releasedfor the 2010 summer line andincorporates the zip mould (ultra

lightweight) technology withadded adjustable vents for avariety of climates and sports.

Is there a marketing plan inplace to support the brand? Yep. Bern has a massive team ofUK riders covering all the targetsports, the team is growing allthe time, our wakeboard andsnowboard teams boast some ofthe biggest names in thecountry and requests come inthick and fast with eager sportsboys and girls after a hook up.

We gain regular productreviews in loads of consumermagazines that all want a pieceof the Bern pie. Getting samplesback from reviewing magazinesand sites is almost impossible,

which indicates how desirablethe brand really is.

Do you have any other brandsfor the cycle market? We are also the prouddistributors of the Ultra Bike Bag(previously the Neil Pryde BikeBag). It’s a bestseller for us andprobably one of the betterselling bags in the country, withdemand increasing month-on-month due to more and morepeople travelling with their bikes.

Do you offer retailers anyspecial incentives? We offer great margins forretailers and have a marginbuilder programme for thosewho do volume and commitwith decent pre-orders. We alsohold in-season product to backup the retailers and have somegreat POS materials. Our riderfocus is the main thrust of ourmarketing – we’re very much ariders’ brand and we like eachretailer to get some key guysand gals on the helmets – thereis nothing like seeing a Bern tomake you want a Bern. Ourwebsite receives thousands ofenquiries each month and ourRetailer Locator points visitorsto their nearest Bern retailer. Allthat said the product is simplyour best marketing tool – themore we sell, the more we sell... .And the hungry customers areseeking out the brand.

How can interested dealersget in touch? To find out more about Bern andwhat it can do for yourcustomers visit the web sitewww.bernunlimited.com or theUltra Sport Website at www,ultrasporteu.com. Alternatively,email at [email protected] call 01332 813150.

Bern’s desirable helmet range has been making a colourfulimpact on the cycle world and beyond. Ultra Sport’s PatNeenan talks Jonathon Harker through the versatile brand…

“The companystarted up in 2005and has beengrowing in sizeand popularityever since.”

Pat NeenanUltra Sport

Berning love


In association withAWARDS 2009

YOU NOMINATED, we counted,and the BikeBiz Awards 2009finalists have been selected.

Last month we revealed the53 companies that had bagged aspot on the finalists’ list andnow we’re bringing you a guideto those brands and companies,together with the judgingcriteria for each category, fromwhich one company will go onto win in each group.

Five independent cycleretailers go head-to-head, withanother five facing off in the

Online Retailer category.Distributors of bikes and partsand accessories will alsocompete for awards, whilemanufacturers and marketingteams will also be vying forprizes. The cycle media won’t beleft out either, with awards forthe best consumer magazine andwebsite respectively.

The judging process hasalready begun and 50 industryfigures are currently poring overthe finalists in detail to maketheir selection for the second

ever BikeBiz Awards, this yearofficially partnered by Cube and Citrus-Lime.

Last year the first BikeBizAwards took place as an onlineonly event and this year theyhave grown into a live event. Inassociation with the Cycle Show,the coveted prizes will behanded out during a trade-onlydrinks reception on ThursdayOctober 8th.

Observant readers will noticethat in the following pageswe’ve listed nine categories,

despite having ten Awards onthe night. That’s because thefinal prize – for Best Cycle ShowStand – will be judged on theday by Cycle Show organiserUpper Street Events.

And if your company didn’tmanage to make the final cutthis year, there’s always achance next time. In themeantime, get some inspiriationby taking a look at thecompanies and brands thatmake up the finalists for theBikeBiz Awards 2009…

BIKEBIZ AWARDS


FOR THE 50 industry judges,choosing who should win eachaward is no small task. To helpthem in their mighty challengewe’ve put together the judgingcriteria that each will take intoconsideration to select theirpick of the finalists...

INDEPENDENT RETAILERJudges should consider:Customer serviceProduct knowledgeRange and in-storemerchandising

ONLINE RETAILERJudges should consider:ReliabilityRangeUser InterfaceCommitment to an orderlymarketplace

HIGH STREET CHAINJudges should consider:Customer serviceProduct knowledge RangeCommitment to an orderlymarketplace

DISTRIBUTOR – BIKESJudges should consider:Speed of serviceOrder fulfilmentCustomer serviceProduct conditionCommitment to an orderly retailmarketplace

Your guide to thecompanies andbrands that thecycle trade hasshortlisted to baga prize at thisyear’s awards...

The best in the Bike Biz

JUDGING CRITERIA

Official Partner

Official Partner

BIKEBIZ AWARDS

Independent RetailerFINALISTS:

� 18 BIKES, DERBYSHIRE Based in Hope, Derbyshire, 18 Bikes boasts competitivepricing, custom builds, and is staffed by keen cyclists.With YouTube uploads, a huge selection of custom buildpics on Flickr, plus a presence on ever-present Twitter, 18Bikes stays in touch with its customers to a degree thatexplodes any clichés that dealers are in the dark ageswhen it comes to being online. Naturally, independentretailer 18 bikes also has an online shop, and the storeoffers bikes that take advantage of the Government’sCycle to Work initiative tax breaks.

� PENNINE CYCLES, BRADFORD Established in 1946 by Johnny Mapplebeck, PennineCycles has already survived a couple of recessions andcontinues to flourish in West Yorkshire. The familybusiness and BikeBiz Awards 2008 finalist has customersspanning the globe, and the Bradford-based store has aserious hand in manufacturing too, offering repairs,resprays, wheelbuilding and service – and the firmcontinues to handbuild at its premises in Bradford.Pennine Cycles isn’t just about retail either – it’ssponsoring local cycling clubs, taking a leading role inlocal Bike Week activities, forging close links with localschools and enterprise groups, and is even organising atraining camp early next year for the community.

� STATION CYCLES, CAMBRIDGE Cambridge’s Station Cycles boasts two branches in theuniversity town and offers cycle hire and bikes for sale. It stocks second-hand as well as new bicycles and thestore recently rated highly when BikeBiz’s MysteryShopper visited Cambridge, calling Station Cycles: “One ofthe star stores of the city.” The firm also found time torelaunch its website in August and estimates that itmight be the largest cycle sales and hire business in theEast of England.

� CONDOR CYCLES, LONDON Another industry stalwart, Condor Cycles has beentrading in the capital for a stunning 60 years plus andproved a strong contender at last year’s BikeBiz Awards,picking up the independent dealer award. The iconicretailer is also a custom build manufacturer workingclosely with primary tubing supplier Dedacciai and isrightly proud to be producing frames in the UK.

� RUTLAND CYCLING, OAKHAM Rutland Cycling has gone from strength-to-strengthhaving seen 100 per cent growth over the last two years.The firm places the utmost importance in providingunrivalled customer service from knowledgeable andpassionate staff with unbeatable product pricing. Over aquarter of a century old, Rutland offers cycle hire and hasreaped the rewards of considerable time and moneyinvestments in its online presence. Internet-based salesaccount for a third of its total business and Rutland has

adapted to the changing retail landscape by planning fora new mail order distribution centre and office – set tobe created this year to accommodate the growth of thisimportant part of its business.

Online RetailerFINALISTS:

� CYCLING BARGAINS Cycling Bargains started trading five years ago and itsfinancial year 08/09 has seen 30 per cent turnovergrowth compared to 07/08. This impressive achievement,which is doubly impressive for the tender age of the firm,has been fuelled partly by a growing export business, nowup to 45 per cent of its turnover this year. CyclingBargains’ sponsored team landed a place in the TourSeries – seen in ten televised races on ITV this year.

� TF TUNEDFounded back in 2002, TF Tuned services hundreds offorks and shocks and retails hundreds of componentsfrom its online shop each month. TF Tuned’s onlinecustomer-facing outlet is the website –www.tftunedshox.com – with over 80 per cent of customcoming from word of mouth and existing customers,according to the firm. The company puts customers first,as they are one of the most important factors of itssuccess, and their feedback is one of the key reasonsbehind the firm’s nomination. One happy Swedishcustomer wrote: “You are so f**king great! I already havethe parts in my hand. And at a very good price. Thanksfrom Sweden.” Yes, thanks indeed.

� TARTY BIKES Tarty Bikes was established four years ago by two unifriends and has since moved three times to cope withsubstantial growth due to the import of more brands andproducts. Reportedly the only trials-specific UK retailerthat employs full time members of staff, some of Tarty’sworkforce regularly compete on a world level. The firmhas introduced a new automated customer orderingsystem and a Tartybikes Guide which helps customersmake better, informed choices. Tarty has also managed tosqueeze in support for talented riders, including DannyMacAskill, while also servicing the small but growing areaof trials-specific cycling.

� WIGGLEWiggle has had a busy 12 months. After revealing recordsales in July – with traffic up 80 per cent – the onlineretailer has launched worldwide shipping to over 70countries with multiple currencies on site, introduced thenew Kiron bike brand, received over 15,000 productreviews within days of launching its product reviewsystem, and has seen 8,000 customer reviews. Along withsponsorship of amateur and pro riders, including NicoleCooke’s Vision 1 race team, Wiggle has been making astronger and stronger mark on the trade.

� CHAIN REACTION CYCLESCRC won the online retailers prize at the BikeBiz Awards2008. Boasting a 3,000 sq ft workshop and a mechanicteam with 40 years of experience, Chain Reaction alsohas a showroom to complement its online offering.Covering cycles and accessories from every discipline,Chain Reaction put on a big showing at this year’sinaugural BikeRadar Live event.


DISTRIBUTOR – PARTS &ACCESSORIES Judges should consider:Speed of serviceOrder fulfilmentCustomer serviceProduct conditionCommitment to an orderly retailmarketplace

CONSUMER MAGAZINEJudges should consider:Compelling editorialCirculation developmentDesignIndependence and integrity ofreviews

CONSUMER WEBSITE Judges should consider:Compelling editorialDesignIndependence and integrity ofreviewsReliabilityUser interface

MARKETING TEAMJudges should consider:CreativityInfluence on salesImpact versus budget available

MANUFACTURERJudges should consider:Commercial successMarketing agilityCommitment to an orderlymarketplaceInnovation

CHAIN REACTION

STATION CYCLES

WIGGLE

TARTY BIKES

BIKEBIZ AWARDS


High Street ChainFINALISTS:

� EVANS The cycle retailer’s growing national network of retailersis set to be joined by a new branch in Reading later thisyear, building on a rich heritage that spans over 80 yearsin cycle retail. The firm’s offering has developed greatlyover that time, and ten years ago it launched anecommerce website. The passionate cycling fans behindthe company aim to keep the business operated in a‘green’ way and run a range of in-store events, includingmultiple Ladies Nights last April.

� HALFORDS Needing no introduction whatsoever, Halfords is thebiggest retailer of bikes in the UK and has played a keyrole in setting the cycling agenda – not least with its callto cut VAT on children’s bicycles. Its retail effort has seenit shift more than one million bikes a year and a third ofall bicycles sold in the UK, according to the firm. Seekingto improve its offering in the high-end cycle market,Halfords has also upped its online offerings – dovetailingwith its Reserve and Collect service.

� CYCLE SURGERY Formed by two MTB enthusiasts in ‘92, Cycle Surgeryaims to fill a niche by providing unprecedented serviceand repairs. Expanding to eight stores by 2007 –including a concession store in Selfridges – Cycle Surgeryboasts 40,000 sq feet of warehouse space and, accordingto the firm, by blending service and product it sets itselfapart from the competition. The workshop is key ofcourse, with all mechanics trained to a minimum ofCytech level one. The internet side of the business is goodtoo, with over 84,000 visitors every month, according tothe firm.

� CYCLELIFE Through its partnerships with retailers, Raleigh has seenits 120th Cyclelife dealership in ‘09. Among other things,the scheme gives bicycle dealers more marketing clout,with Raleigh dedicating £50,000 for national advertisingfrom March this year. The franchise aims to improve retailstandards, drive footfall and promote business.

� CYCLES UKCycles UK was formed in 1997 and has fast grown into16 stores based in the South East; 14 are standalone, andthe remaining two are in prime locations within Harrodsin Knightsbridge, and Jarrolds in Norwich. Boasting nameslike Cube, Specialized, Trek, Marin, Whyte, Wilier, Mezzo,GT, Scot and Mongoose, Cycles UK’s recently openedflagship Greenwich store includes a large dedicatedwomen’s cycling area, which Sustrans’ BikeBelles website was quick to notice and positively review. A spokesperson for the firm says: “Our Chelmsford andGreenwich stores represent the direction we’re going inas a company, focusing on quality brands and excellentcustomer service within a contemporary retailenvironment.”

Distributor – BikesFINALISTS:

� SILVERFISH Silverfish tells BikeBiz that it offers independent dealerseasy ways to order, fast delivery and an industry leadingback-up service, with the same high-end service to allcustomers whether ordering one bolt or a complete bike.Having picked up Spanish MTB brand Mondraker Bikes inAugust, Silverfish, which celebrated its first decade thisyear, now distributes over ten brands including namessuch as Race Face, Evil and SDG.

� HOTLINES Over the past few seasons Hotlines has played a key rolein the performance of the bicycle brands it handles,including Lapierre. Supporting sales with in-depthmarketing is key to Hotlines’ offering. The distributor tellsBikeBiz that not a single issue of any of the big magazinesslips through without carrying an ad for its brands.Hotlines also boasts keen dedication to demo days(attending or organising 20 over the last six months) andit supports retailers’ own promotions of brands withassistance and even staff.

� JIM WALKER Jim Walker has brought a raft of new brands on boardover the past 12 months. In April the distributor pickedup performance mountain bike brand Sunn Bicycles,Canadian brand Argon 18’s high-end road and triathlonframes joined at the start of the year, and legendary riderEddy Merckx signed the exclusive UK and Ireland rights tohis bicycles, too.

� MADISON Boasting an enviable line-up of bike brands includingCommencal, Genesis, Ridgeback and Cervelo, Madisonalso acquired the Saracen brand, which is set for arelaunch in 2010. The firm supports its bike brands in anumber of ways, not least through sponsoring a broadspectrum of teams and riders, from the world famous –including Shanaze Reade and the Atherton clan – to grassroots riders breaking into the sport.

� HOT WHEELS Family business Hot Wheels started life in 1981 and iscommitted to bringing a portfolio of top selling,innovative bicycle products to the UK. The firm has gone from strength-to-strength since its inception. It isno stranger to awards, bagging last year’s BikeBiz Awardfor bike distribution, and picking up gongs from GTBicycles, Mongoose, and What MTB mag. It distributesBMX favourite Wethepeople, and Mongoose bikes toholiday giant Center Parcs. The company also looks afterthe Charge brand and opened a 100,000 sq ft logisticsoperation in Bristol in 2007.

� REECE This year Reece Cycles revealed that it was bringing theSchwinn Tailwind – one of the fastest-charging electricbikes – to the UK. The firm has also picked up BMX brandFreeAgent over the last year, with the intention of re-establishing it here in the UK. FreeAgent joins a list ofbike brands including Probike and Python mountain bikes.

� SEVENTIES Seventies MD Stuart Dawkins tells BikeBiz that the firmhas seen a higher increase in retailers opening accountsthan usual over the past year, with the signs being verybright indeed for the BMX scene. As well as being keenbloggers, the distributor sees sponsoring riders and coreevents as a key focus for the firm. Earlier in the yearSeventies supported its dealer base while times weretough by securing extra stocks of completes to meetgrowing demand.

Distributor –Parts and Accessories

FINALISTS:

� PALIGAP Paligap has developed its dealer offering with the launchof its quirkily-named ‘fresh and minty’ POLO site(Paligap’s On-Line Ordering). The distributor’s brandportfolio includes the likes of recent signing Muc-Off,Kona, FFWD, Ritchey, Saris, Torq, No Tubes and manymore. The Core Bike attendee is also a keen supporter ofBike Hub.

� ZYROCelebrating its 14th year, Zyro distributes 23 cyclingparts and accessories brands from the UK and around theglobe including four own-brands: Altura cycling apparel,Tortec racks and mudguards, Bodyfit comfort saddles andIntake Performance saddles. Reportedly the largestprivately-owned parts and accessories distributor in theUK cycling industry, Zyro plays an active role ininnovating and working closely with brands (including thelikes of Cateye) to develop and tailor product for the UK.Keeping prices stable for dealers has also been a focus forZyro this year.

EVANS

HALFORDS

ZYRO

MADISON

BIKEBIZ AWARDS


� FISHER OUTDOORSFisher Outdoor Leisure has had a busy year – it’slaunched cycle commuter range Bspoke with the help ofTransport for London and picked up the Lambretta brand.On top of looking after more top brands like Santini, TroyLee and recently-picked-up WTB, Fisher also found timeto raise £17k for the Stephen Murray charity fund at itsExpo week-long event – a key date for cycle dealers.

� MOORE LARGE Derby-based distributor Moore Large has snapped up anumber of new brands over the past 12 months,including Fenix lights and Limar helmets. The firm’s B2Bsite has gone from strength-to-strength this year andML’s branded product seminars give dealers a chance tolook at new products in its showrooms and speak tobrands directly and feed off their vast experience.

� EXTRAExtra picked up last year’s BikeBiz Award for parts andaccessories distribution, and this year will again be astrong contender for the prize. The Northants firmbagged distribution rights for RapidRacerProducts inJanuary this year and its portfolio includes Topeak, CaneCreek, Fi’zi:k, Hutchinson and many more respectednames from the industry.

� 2PURE The Edinburgh-based firm started only three years agoand now boasts parts and accessories brands like Clif Bar,Crank Bros, Lizard Skins and Nema. 2Pure also looks afterNiteRider, Pinhead, SQ-labs and Feedback Sports and hitthe headlines earlier this year when it bagged Italianbicycle clothing manufacturer De Marchi. The firm addeda new sales director to its team at the start of the yearand was in the running for the prize at last year’s BikeBiz Awards.

� MADISON Way back in 1977, few could have predicted how far asmall suburban shop in North West London could grow.Madison is now a hugely significant player in the bicyclebusiness and is possibly the UK’s biggest distributor,looking after the likes of Shimano, Garmin and manyother top names. Madison developed its distributionoffering this year with the launch of its B2B site and abrand new cycle clothing range at this year’s IceBike.

Consumer MagazineFINALISTS:

� CYCLING PLUSCycling Plus is the UK’s biggest selling road cyclingmagazine that is now in its ninth consecutive year ofcirculation growth. Providing advice, inspiration andexpertise for road cyclists (whether racers, tourers orcommuters) Cycling Plus has recently been redesignedand has achieved successful cover promotions, such asthe latest TdF pre-tour supplement which is looking to bethe biggest selling issue ever. Group publisher KatherineRaderecht says: “With another year of continued ABCgrowth for Cycling Plus, the magazine is going fromstrength-to-strength. We are encouraged to see that theredesign has paid off with some fantastic feedback fromboth readers and the industry.”

� RIDE BMXThis year, Ride BMX celebrated its 100th issue. It coversall aspects of BMX, showcasing progressive riding fromaround the globe. With parts reviews, event updates andmore, Ride offers readers further value with free posters,stickers and DVDs throughout the year. The title also

claims to be the best-looking BMX magazine in the world(specced at 230 x 300mm), according to Factory Media,with export sales up 20 per cent year-on-year.

� THE RIDE JOURNAL The Ride Journal is a bit of a unique proposition. Aimingto appeal to each sector of cycling, the publication isprobably best described as a journal of personal bikestories. Headed by editor Philip Diprose, the magazinereleased its second edition earlier this year, whichincluded contributions from BikeBiz’s own Mark Suttonand Carlton Reid. A third edition of the plush title iscurrently in the works.

� SINGLETRACK Other than Shred, Singletrack is actually the only UKmountain bike magazine that is still privately owned byits mountain bike riding founders. It has managed tocarve out a niche in the market despite its modest size –no mean feat. Published eight times a year, ChippsChippendale, Mark Alker and Shaun Murray remain at themagazine after founding it in 2001.

� CTC CYCLE MAGAZINEThe CTC’s own Cycle magazine is a free title published sixtimes a year. Sent free of charge to CTC members, themagazine has picked up a number of awards andnominations along the way and frequently featuressupplements including the CTC’s Annual Report. Cycleprovides technical content, member contributions andpolicy decisions and changes, keeping members up todate with the latest news and developments in the cycle industry.

Consumer WebsiteFINALISTS:

� MPORA MPORA.COM launched two years ago, bringing together avariety of sports and audiences including BMX, mountainbiking, skate, surf, snow, Motocross and wakeboarding.The multi-national site mixes up user-generated contentfrom those at the heart of the sporting scene withmaterial from the MPORA production team. The jam-packed website includes exclusive live streaming ofpremium European events, full-length movies, HD qualityplay back and much more.

� BIKERADAR BikeRadar.com is a key online destination site for allcyclists, tailored for three distinct groups of enthusiasts:road cyclists, mountain bikers and commuters.Emphasising originality and quality over quantity, thishugely popular site has a rapidly growing userbase that isengaged and enthused by everything to do with cycling.The site ranks consistently well for some highlycompetitive search terms and the brand extended furtherwith this year’s inaugural BikeRadar Live – which sawmass cycling participation in Donington Park.

� ROAD.CCDespite having launched less than a year ago, Road.cchas rapidly built up a reputation to be reckoned with, andthe traffic to boot. Traffic had grown by as much as 50per cent by the start of 2009, and that ever-growing totalis due in part to a heavy marketing effort from the sitecreators. The driving, or riding, force behind the roadcycling site is Farrelly Atkinson, and the site itself has atarget audience of road cyclists at all levels of experienceand ability.

� BIKERUMORLaunched in 2008 from scratch as nothing more than anenthusiast’s website about all things cycling,BIkeRumor.com includes information and features ontechnology, racing, news and products, plus theoccasional rumour or two, providing all of theinformation in a clean and concise manner. The site

RIDE

CYCLING PLUS

BIKE RADAR

BIKE RUMOR

SINGLETRACKS

BIKEBIZ AWARDS


covers everything from commuter and advocacy to road,mountain, triathlon and downhill bikes, gear andaccessories.

� SINGLETRACK SingletrackWorld.com was launched alongside themagazine in 2001 and has successfully achieved thetricky balancing act between print and online. Carryingbreaking news and a super-busy forum, the Singletrackwebsite includes reviews, trail guides, news, blogs, a shopand much more.

Marketing Team

FINALISTS:

� SILVERFISHSilverfish UK’s presence in the media and on the cyclingscene, whether in magazines, online or a mountain bikeevent, is down to the Silverfish marketing team. When wesay team, we in fact mean one person. The proactive firmadvertises, sponsors and markets its leading product,gaining ideas from the whole Silverfish team and dealer network.

� CANNONDALE Participating in the inaugural Press Camp event over inthe US earlier this year was only part of Cannondale’smarketing efforts over the course of the last 12 months.Being one of the key firms to visit at Eurobike and otherglobal shows, Cannondale has also been responsible forvarious product launches and is a continuous presence inthe cycling consumer’s mind, through weighty advertisingcampaigns and marketing.

� FISHER OUTDOORS Fisher Outdoor Leisure’s Expo show, currently based atEdgbaston cricket ground in Birmingham, is one of thedealer highlights of the year, due in no small part to thefirm’s marketing team. Involved in an array of activity inthe industry, including Bike Week and Future’s BikeRadarLive event, the marketing team also launched the Bspokeclothing line in a central London Evans store earlier this year.

� EVANS The marketing team at Evans have been especially busyover the past 12 months, promoting store openings,producing catalogues and direct mail, creating onlinemarketing initiatives, events, in-store promotions, printadverts, nurtured partnerships and of course it hashandled PR, too. The hard working team has worked withthe national press, Top Shop and even the nation’sfavourite sofa duo Philip Schofield and Fern Britton onITV’s hit morning show This Morning.

� PASHLEY Pashley is another brand that has managed to slip intothe mainstream consciousness, due in no small part tothe efforts of the firm’s marketing team. From a mediablitz at the end of 2008, which saw it appear across thenet, radio and TV – including an appearance on ITV’s PaulO’Grady Show – Pashley has continued to fly the flag forUK bicycle manufactures, not least in eye-catching photoshoots with Olympic gold medallist Victoria Pendleton.

� MADISON Madison’s IceBike show is now well established withinthe industry as a key date on the calendar for bicycledealers. Aside from the enormous amount of work thatgoes into putting on this well respected show, theMadison marketing team has also been busy with

sponsorship of riders and teams including householdnames and fledgling stars, and launching new line-upsfrom top notch brands and manufacturers.

� RALEIGHCapitalising on its household name, Raleigh has found itsway onto our television screens in the likes of ChannelFour flagship Big Brother and BBC Children’s favouriteBeat the Boss. Including multiple product launches, and astrong show presence, the Raleigh marketing team hashad its hands full at numerous events and with theproduction of its sector-specific catalogues for its dealers.

Manufacturer

FINALISTS:

� CHARGE Not content with launching a host of new bikes atEurobike, chic Charge is also launching a completely new clothing brand, dubbed Surface – featuring a strongline of products for both casual and keen cycleenthusiasts. The zeitgeisty brand’s cult following showsno sign of abating, with a packed out press launch inLondon in July this year, and a strong export marketstretching all the way to Australia, the USA, Germany,Switzerland, Spain and Taiwan.

� CANNONDALE Cannondale has put together a compelling line ofproducts over the past 12 months across the road, MTBand urban sectors – including the Synapse Carbon Hi-Mod, which was voted Sportive Bike of the Year byCycling Weekly. The Press Camp attendee was also cited as a crucial and consistent performer for new owner Dorel.

� KHE Germany-based KHE picked up the production ofRaleigh’s popular Diamondback top-end models in thesummer, shortly after KHE (named after the firm’s hometown apparently) produced what it described as thelightest BMX tyre for 24-inch wheels. The 20-year-oldfirm has also revealed a brand new BB-cup that featuresa patent pending AFFIX bush system and is able tosustain over three tons of pressure.

� GIANTSpanning seven continents and 50-plus countries, aptlynamed Giant has recently stretched into retail in the UK,with three stores now open across the nation including inCambridge. Giant has produced the 2010 Giant TrinityAdvanced SL – what is described as the fastest bike – andis one of the few manufactures not to cut imports fromTaiwan, according to UK managing director Ian Beasant.

� MERIDA Merida has been on a dealer recruitment push since thestart of the year and the results are already showing with73 per cent growth year-on-year, which is no smallachievement regardless of whether the globe is inrecession or not. Merida has also forged ahead withspecially tailored UK models and brings forward its 2010road bikes to tackle the boom in the sector.

� BROMPTONOne of the key brands to continually cross into the non-cycling consciousness, Brompton has enjoyed a fineyear making firm steps into the US via a new subsidiary,as well as getting its commuter-friendly products noticedas far and wide as the UK’s Gadget Show. Service to IBDs is a key focus for the firm, which now employs over 100 staff.

� HOPE Hope’s mantra of ‘designed, tested and made in England’has remained in force since the firm rode into existencealmost two decades ago. The independent manufacturernow dedicates its time exclusively and enthusiastically tothe bicycle business and famously opts to let its productsdo the talking, eschewing sales waffle, according to itsengineer owners.

GIANT

BROMPTON

HOPE

PASHLEY

CANNONDALE

SHOW GUIDE


Floorplan is correct as of September 14th

This list is up to date at the time ofgoing to press

2Stage Action Medical Research

Amazing Wheels Amba

Marketing Assist ATB Sales

Batribike Bike Eye Bikegreece

Bionicon Bohle UK Bromley Bike

Brompton BYOcycles

Campagnolo Cannondale

Carradice Company Z [Viner]

Condor Cordee Cotic Cube Bikes

Cycleurope (Bianchi) Demon

Frameworks Dremefa BV Early

Rider Endura Exodus Explore

Extra Finale Figure Enigma

Titanium Freeride Fisher

Outdoor Leisure FLI Distribution

Folding Bike Hut / Deep Blue

Sky Garmin Go Cycle Greyville

Ground Effect Hope Technology

Hotlines Hunter Sports Italy

Bike Hotels Jeantex Jim Walker

KCNC Clee Cycles Koga Kool Stop

Europe Lyon Madison Mavic

Memory Map Mosquito Nemesis

Pace Pashley Pashley as

Moulton Pearl Izumi Pearsons

Cycles Powacycle Redspokes

Ryders Eyewear Saddleback

Satmap Scott Sport Sealskinz

Shiner Sigma Specialized Split

Second Sturmey Archer Sub-4

Sugoi Torq Ultimate Sports

Engineering Upgrade Vigour

Corp Wiggle Wildoo Windridge

Ciclismo uTag / Bike It

International Surf Sales Yellow

Veho No Hills Biketech Shuswap

The Bike Doctor Cape Town

Cycle Tours Trust Cycleaddiction

AFEX Ana Nichoola Cooper Bikes

Spoke Shirt Utility Polaris Seven

Star Moore Large Velo Vision

SingleTrack CTC LCC Factory

Media IPC Sustrans Cycle

Scheme Tirol Marketing Services

GmbH BikeBiz Cycle Systems

Bike Box Weehoo Penny

Farthing Cycle Works Bigfish

Wisper 2pure Bullet Distribution

Ultra Motor Roche Sports

Zillertal Green Oil Qoroz Kidney

Research Trikke Alternative Cycle

Best Imports Tout-Terrain Quoc

Pham Windwave Environmental

Transport Assoc Active Network

Wattbike Vitesse Cyclodelic

Tri247 Trixter Seventies BoBike

IMG Sabbath

Exhibitor list

SHOW GUIDE


On with the show

8th-11th October

Earls Court, October 8th to 11th: The UK’s largest cycleexhibition is finally here. And we don’t want you goingunprepared, so we’ve compiled a list of exhibitors, a floorplan, the trade day schedule – including the BikeBiz Awards2009 – and have even previewed some of the news andproducts that you can expect to see...

www.hotlines-uk.com | [email protected] | tel: 0131 319 1444For UK distribution contact

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

W W W . L A P I E R R E B I K E S . C O M

SPICY- ENDURO BY LAPIERRE

The spicy is already the benchmark for those riding the Enduro Series, Mégavalanches®, or other extreme

mountain events. Its feather weight for this type of mountain bike, the perfect balance of the OST system and the

toughness of the frame and components will allow you to ride fast regardless of the terrain or the direction of

the slope. A real character reinforced in 2010 thanks to a shorter position for even better handling and a new

Fox RP2 Boost Valve 160 mm rear shock developed for Lapierre, with optimal performance.

SPICY 916 - CARBON REAR TRIANGLE - FOX 36 TALAS RC2 FIT 160MM FORK

-MAVIC CROSSMAX SX DISC — SRAM X.0 REAR MECH— 12,5 KG

NEW FOR 2010

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

SHOW GUIDE


Trade day arena schedule New and improved for 2009TIME THURSDAY 8TH OCTOBER

10.00-10.15 LCC FILM'I want to ride my bicycle’

10.30-11.30 BMX Aerial street course display (in assoc. withRide BMX and Rock N Roll Bikes.com)

11.45-12.15 TECH TALKJames BoothMaster of Cycle Fitting

12.30-13.00 MARKET TO WOMENAmy Fleuriot in conversation withCarlton Reid, BikeBiz


14.30-15.00 TECH TALKWinning the exchange rate€ v £

15.15-15.45 MARKET TO WOMENAmy Fleuriot in conversation withCarlton Reid, BikeBiz

16.15-17.00 LONDON'S CYCLING REVOLUTION Cycle Hire SchemeCycle Super Highways


BIKEBIZ AWARDS19:30 Drinks reception20.00 Award presentation

THE Cycle Show has once again filledthe floor space of Earls Court with bigindustry names, many of which havesigned up for the first time. Amongthose taking exhibition space for thefirst time are: Cooper Bikes, Hotlines,Zillertal, bobike, Wattbike, Pace,Ultramotor, BYO Cycles, No Hills,Veho, Demon Frameworks, Batri bike,Trikke, Finile Figure, Active Live,Seventies Distribution, IMG, Bike box,Sabbath, Trixter, Vitesse, BulletDistribution, Go Cycle, Cyclodelic,Penny Farthing and Spoke Shirt.

Then there’s those that have beenso impressed with the show in

previous years, that they’ve uppedexhibition space to show moreproduct than ever before.

Those who’ve invested in greaterspace at Earls Court include big namedistributors like Jim Walker and AMBA,as well as retailer and last year’sBikeBiz Retailer of the Year awardwinner, Condor Cycles.

Cycle Show’s retail offering isexpanded too with the introduction oflighting product for sale, as well asclothing. Exibitors within this spaceinclude Endura, Greyville, Spoke Shirts,Sealskinz, Polaris, Nemesis, Surf Sales,USE and Ana Nichoola.

SPONSORED by Citrus-Lime andCube Bikes, this year’s BikeBiz Awardstake place within the Arena area atthe back of the main hall.

A free drinks reception kicks off at7.30 pm, with the awards themselvesstarting at 8.00 pm.

Nominated trade members, theirguests and those sent acomplimentary e-ticket are invited toa drinks reception during which theBikeBiz Award winners shall beannounced.

There will be ten awards in total.These consist of: � INDEPENDENT RETAILER� ONLINE RETAILER� HIGH STREET CHAIN� DISTRIBUTOR – BIKES� DISTRIBUTOR – PARTS &

ACCESSORIES

� CONSUMER MAGAZINE,� CONSUMER WEBSITE� MARKETING TEAM� MANUFACTURER

Plus a special Cycle Show BestStand award presented by the eventorganisers.

For further details or sponsorshipenquiries please [email protected]

BikeBiz Awards 2009See you at the main stage

SHOW GUIDE

Dozens of distributors, manufacturers, press and bike companies will be showcasing their wares andservices in Earls Court this October. Here’s a selection of some of the highlights you’ll see at the show...

ON stand D8 Bike Eye will be launchingand explaining the workings of its uniquepatented product to members of the trade.

The Bike Eye itself is an unobtrusive,virtually vibration-free, rear viewawareness aid. The Bike Eye replicates acar’s rear view mirror in terms of itsapplication, giving a stable long distance,knock-resistant and still, crystal clear rearview image.

The device’s angle of view is under thecyclist’s thigh during the pedal stroke, anda quick glance in the mirror is all that’sneeded.

Safety-conscious cyclists will be quickto note that the Bike Eye provides aquicker method of observing than turning,meaning that the rider can observe trafficfrom the rear more often and easily.

The firm behind the handy device tellsBikeBiz that the mirrors are assembled andpacked for display in the appropriate leftor right road use, and can be quickly andeasily adapted to both sides of the frameshould the need arise when riding in adifferent country.

The product is more low key than manycompetitors’ models, and subsequently thefirm’s target audience includes cyclistswho wouldn’t want a rear view mirrorsticking out from their bicycles or helmet.Similarly, it provides appeal to cyclists whohave given up using conventional mirrorsdue to the inherent problems some ofthem possess.

To get a pre-show look at the Bike Eyeproduct, head on over to the site atwww.bike-eye.com.

SADDLEBACK will present what itdescribes as some of the most cuttingedge equipment seen in the Pro Peloton.Located at stand B9, Saddleback’s standwill see new product from Felt Bicycles,Zipp, Castelli, SRAM and Vredestein.

The chock-full stand will showcaseplenty of product with speed efficiency atheart. New key models from the 2010 FeltBicycle line-up – as used by Tour de Francestar Bradley Wiggins and his Garmin team– will be one among the key attractions.

Attendees will be able to test rideSRAM’s new FORCE groupset and therevolutionary SRAM R2C time trial shifterand see why five of the top six riders inthis year’s Tour rate it so highly.

With more wins than any other wheelbrand in the 2009 TdF, Zipp has two newwheelsets for 2010 that are sure to bewinners and you probably won’t want tomiss Castelli’s revolutionary new BodyPaintBibshorts and Moto GP inspired Mannaggiajacket, either.

THE Bike Doctor will be setting up shop onstand B12 for the Cycle Show and plans toagain take all of its equipment by freightcycle and trailer.

The Bike Doctor’s Sean Lally tellsBikeBiz: “We shall re-brand as ‘CycleSystems’ and use the show to promote'The Cycle Systems Academy’, although weshall be discussing other aspects of thecompany with the public and the trade.

“We have several new venturesincluding the lauch of a Bikeability cycletraining arm. We shall set up a miniacademy at our stand and will be

providing hands-on lessons in cyclemechanics throughout the three days.Some of these classes will be womenonly, as women and cycling is the maintheme of this year’s show.”

Lally adds: “We are also very proudthat Mark Dressell, an Academygraduate, will be exhibiting as 'The BikeTech’.

“We shall of course be meeting withour sponsors and welcome anyenquiries from the trade concerningsponsoring the Academy to promotetheir brands or training their staff.”

AS well as showcasing its product line-upof brake product, Koolstop is providing avery quirky look at its range over on standC16. Not content with merely displayingits product range, the firm is also, well,wearing it. Koolstop has created jewelleryout of its brake pads. According to thefirm: “The finishing touch when youdress up for going out is jewellery.

“The finishing touch for qualitybikes is top quality brake pads. Wegive a tongue-in-cheek look at KoolStop Jewellery for brakes/bikes.”

BIKE EYE

SADDLEBACK

BIKE DOCTOR

KOOLSTOP


SHOW GUIDE


POWACYCLE’S stand at Earls Court will bestocked with its Windsor, Salisbury andInfineum electric bike models. Powacycle isalso bringing along some of its foldingbikes to its stand (E29).

The firm tells BikeBiz: “This year we willbe showing the UK’s best selling electricbikes, including the PowaCycle Salisbury

LPX and Windsor LPX, as well as the PumaLPX and Lynx LPX folding models. Inaddition to this we will be taking theInfineum Extreme range and will also havedevelopment images of future models thatwe will be releasing in 2010 thatincorporate the Infineum stackable batteryconcept.”

POWACYCLE

FRESH from bagging Gold at the EurobikeAwards, Gocycle will be bringing its bike toCycle Show. The prize-grabbing city bicyclecombines on-demand electric power withclean urban design.

Richard Thorpe, KKL’s founder andGocycle’s design engineer, says: “Gocycle isa groundbreaking departure fromtraditional design and manufacturingprocesses for bicycles, and we’ve deliveredit to the market at significant volumes andcompetitive pricing.”

Thorpe adds: “Gocycle is the lightestproduction electric bicycle currentlyavailable and the first injection-mouldedmagnesium alloy bicycle in history. We areproud of these and other cycle industryfirsts, and we remain focused on leadingthe industry in design, engineering andproduction innovation in the urban two-wheeler segment.”

So to see the bike that landed aEurobike award after competing against400 separate entries, head to stand B2.

GO CYCLE

LAPIERRE, Koga, NS Bikes, Nuke Proof,Ragley, Point One Racing and Straitline areamong the brands that Hotlines will bebringing to Cycle Show 2009.

The appearance of the full range ofRagley products will give dealers thechance to catch up with the BrantRichards-designed brand. The highperformance, recreationally-based bikebrand focuses on ride quality and handlingabove all else, designed for day-in-day-outhardcore performance.

According to Hotlines, working withspecialist manufacturers and suppliers letsRagley rapidly get great product to marketquickly and efficiently.

Shown for the first time in the UK atCycle 2009, offering 900 lumens of night-

blasting power with a burn time of fourhours, NukeProof’s Reactor light is one ofthe highest performing light units on themarket. Packaged complete with differentdiffuser lens, a helmet mount, a very smartcharger, and is sure to be a top seller forcommuters and offroad night-riders alike.

The Nukeproof Reactor uses the SeoulSemiconductors P7 Emmiter – whichcombines four LEDs in one singlecomponent using the highest commercialgrade which is available in a good quantity.The D rated model pushes out 310,000Lux at just eight watt current drain.

The Reactor is suitable for manydifferent types of cyclists, with theExtreme Package priced at £249.99 andfeatures four hours burn with 900 Lumens,

while the Eco Package (£199.99) boaststwo hours at 900 Lumens and features a

limited offer of a free helmet mount. Formore on the brands contact Hotlines.

HOTLINES

AS covered in more detail in September’sBikeBiz (and online at www.bikebiz.com)Shimano has a huge stand at the showwith Madison. Featuring the D12 TT setupand the new Ultegra 6700 groupset, thestand will also include a Shimano ServiceBar where members of the trade andpublic can ask the technical teamquestions.

Sigma’s new gen of functional andsleeky designed cycle computers – namesTopLine – will star at Cycle Show followingits appearance at Eurobike.

Sugoi’s HOV line for spring 2010 hasexpanded with the HOV jacket for womenset to be unveiled at Earls Court.

Bohle UK is to show off a new range ofproduct, including the Schwalbe Kid Plus

tyre. This new-for-2010 tyre featurespuncture protection, while the all-newDirty Dan mud tyre will also feature.

Distributor Jim Walker will be bringingits two latest signings to the show –including Eddy Merckx Bikes and SUNNmountain bikes. Merckx himself will be atthe Walker stand to meet dealers and theshow will see the launch of the

distributor’s ‘JW d-ler’ programme. Elsewhere, Fisher Outdoor Leisure will

have a commute-themed exhibition withthe new Bspoke accessory range, helmetsfrom Met, Smart Lunar and Polaris lights.The Hybrid bikes from Norco’s VFR rangewill also feature. For more details on anyof these exhibitors head to the Cycle ShowGuide at BikeBiz.com.

BEST OF THE REST

ZYRO-distributed Lupine will be exhibitingon the Specialized stand to launch a newpromotion.

Lupine’s WILMA 5 or TESLA 4 will beattached to selected Specialized top-endfull suspension bikes (including the 2010FSR Stumpjumper and 2010 Enduro). Thepromotion runs until the end of

November, and consumers will be able toclaim their Lupine light until December13th. Lupine brand manager Neil Mountainwill be on the stand to showcase thelights and support the promo.

The trade can contactMountain at [email protected].

LUPINE


EMMA-KATE LIDBURY �ONLINE retailer Wiggle hasappointed Emma-Kate Lidbury tothe role of marketing assistant.

Lidbury originally trained as anewspaper journalist and hasworked as a reporter for the pastsix years, writing for magazinesas well as regional newspapersand publications.

She told BikeBiz: “I firstbecame involved in triathlon andcycling in 2005 and since 2007I’ve been a Wiggle-sponsoredtriathlete.

“Handling PR and media forWiggle seemed not only like alogical step, but it also combinesmy strongest skills and interests.I know a lot about Wiggle’sproducts because I’ve trained and raced with (and on) a lot of them.”

Lidbury’s role includesoverseeing Wiggle’s advertisingand media campaigns inAustralia and the United States,and writing for the Wiggle Blog.Lidbury will also createmarketing plans for variousproduct lines.

“Wiggle is expanding at anincredible rate. We now ship to70-plus countries and havewebsites in five differentlanguages – so it’s great to beinvolved at such an excitingtime,” added Lidbury.

DR NIGEL WILSON � DRNigel Wilson – currently a seniornon-executive director andchairman of the auditcommittee at Halfords Group –has been appointed as groupfinancial officer for the national

retailer. Dr Wilson will also bejoining the board of Legal &General Group with effect fromSeptember.

JOHN KITCHINER � EDITORJohn Kitchiner has left IPCMedia’s MBR publication. Deputyeditor Danny Milner has takenthe reins as acting editor until areplacement is found.

PHILIPPE MAUDUIT � THECervelo Test Team has appointedPhilippe Mauduit to the role ofsports director, charged withoverseeing the men’s team.

Having previously held thesame role with team BboxBouygues Telecom, Mauduitbrings a wealth of experience tothe team, along with his ownfirst-hand cycling knowledge.

Mauduit said: “I will spend therest of this year learning aboutevery aspect of the team – riders,staff and sponsors. They have agood team spirit and everyoneseems very motivated. My goalin the coming years is to be ableto make a positive contributionto help the riders on the teamimprove their performance.

“I look forward to being a partof the team’s furtherdevelopment and improvement.”

Cervelo’s team managerThomas Campana commentedon the appointment: “PhilippeMauduit comes from aprofessional background.

“He’s just finished hisuniversity studies in Besancon tobecome a coach, and he hasalready participated in two Tourde France races and many others

Stephen Cromwell joins Fisher Outdoor Leisure team � John Kitchiner parts company with IPC’s MBR title

Wiggle snaps up Lidbury for PR role


PEOPLE AND RECRUITMENT

Send your recruitment news [email protected]

Emma-Kate Lidbury

as a sports director. Philippe bringsto the team a solid knowledge oftactics, strong technical skills, and anability to coach the young riders.”

STEPHEN CROMWELL � FISHEROutdoor Leisure has appointedStephen Cromwell to the role ofmarketing executive. Havingmountain biked for over 15 years,Cromwell brings with him an in-depth knowledge of cycle product.

Cromwell began his career in thefast moving consumer goods sectorand most recently took a roleworking for a charity.

While at Fisher Outdoor Leisure,Cromwell will oversee productlaunches, point of sale andadvertising. The new recruit will alsoprovide support across the range ofbrands carried by the Hertfordshire-based distributor.

PEOPLE AND RECRUITMENT


People & Recruitment is Sponsored by Halfords

Philippe Mauduit


RETAIL ONLY

IN THIS MONTH’S ISSUESIMPLY THE BIKE 54As a retailer keen to push cycling into the mainstream, SimplyThe Bike goes beyond the call of duty. Read how on page 54.

CLOTHING AND ACCESSORIES 57BikeBiz takes a look at the latest gear set to keep customerswarm and visible on the roads as winter draws in...

CITRUS LIME PROFILED 68In need of a solution to your EPOS problems? Citrus Lime tellsBikeBiz why its system is ideal for the cycle trade...

RETAILCOMMENT

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

ELECTRIC BIKES were last month taken one step closer tobecoming mainstream in the UK with the creation of theBritish Electric Bicycle Association. Founded with theintention to drive up the standards of electric bikes to alevel on par with those sold on the continent, theassociation believes that the market has only scratched thesurface of its potential in the UK.

The majority of this country’s cycle retailers have yet toembrace the sector, no doubt having been put off by thelow build standards seen in the technology’s early years.With the introduction of the BEBA, now is surely the time tolook into investing in what is still an emerging market.

Another reason why this country has been slow in theuptake of bikes with electric components is the fear ofreturns and repairs. Coincidentally, training courses in themechanics of an e-bike are steadily appearing and will nodoubt soon be booked up.

As with all things electric, the technology will, withoutdoubt, change rapidly. Although not an electric bike, theDahon IOS is already touting its ability to charge phonesand all sorts of electrical gizmos. How long until electricbike batteries power in-built computers, giving the everydaycyclist everything from distance readings to the currenttrack playing on the rider’s MP3 player? It could happenand, sadly, probably will if the industry is to bring cycling tothe masses who are used to in-car luxuries and comforts.Can you foresee ever having to explain whether or not abike is Bluetooth compatible, or capable of ‘tweeting on themove’? Lance Armstrong, for one, would surely buy a bikewith a keypad at the stem.

With the swathes of inventors jumping at the chance tomake a buck from cycling’s popularity, it’s no wonder thatdesigns like the YikeBike (pictured left) are taking the web bystorm. This model integrates indicators and lights. These areparticularly interesting additions that lead me to wonder, astwo-wheel popularity escalates, along with the hostilitybetween some motorists and cyclists, how long can it bebefore manufacturers are including these features asstandard? With a battery already on board, it makes sense.

So what other obstacles need tackling from a retailer’sperspective? You guessed it, price – but not just the price ofthe bikes, the cost of replacement batteries can also be amajor turn-off for the consumer asking all the rightquestions. As with all things electric, the cost is bound togradually decline as designs and technology mature. This inturn is bound to trigger the inevitable price wars. When themarket takes off, competition could be fierce.

The BEBA has plenty to be keeping an eye on, it seems.

“Can you foresee a day when there’sa need to explain whether or not abike is Bluetooth compatible?”

Can you tell us a bit aboutyour business model?We aim to provide qualityproducts and services usingfriendly, knowledgeable staff. Wedon’t discount our bikes as weprefer to stress the value of themand the service provided by us.We include a free service with allbikes and include a free helmetor accessory pack. Additionally,we offer cycle hire and repairs.

We believe in building a goodworking relationship with oursuppliers by ensuring we settleour invoices on time.

How have you prepared yourbusiness for the generaldecline in the economy?We’ve ensured that we are reallyclear on the customer type wewant to appeal to and that westock the bikes and accessoriesappropriate for them. This helpedus identify what stock we don’twant to hold in the shop, allowingus to reduce inventory cost.

Once we were clear on ourcustomer base, we proactivelywent out and met them. Wecarried out numerous ‘road shows’with local businesses, where wetook along a selection of bikes forthem to review. This worked verywell with businesses that areparticipating in Cyclescheme.

What forms of marketing doyou use to attract customers?We prefer to ‘self promote’ theshop. We’ve attended road showevents with the local council, localschools and businesses and alsomet with the Forestry Commission.

How’s business at present?And to what do you attributeany rises/falls in footfall?Despite the gloom of therecession, business has turned

out to be much better than weanticipated. This is due, in part,to people either buying newbikes or getting older bikesrepaired as they see cycling as amore economical way to travel.Customer numbers have beenreasonably consistent, with Maybeing our best this year.

Are you involved withfurthering cycling in the localcommunity?

In addition to promoting cyclesafety to local schools, we arecurrently in discussions with alocal scout group to providethem with cycle relatedworkshops one evening a week.The training given to localschools involves a checkoverwe’ve dubbed the M-check. Wetake along numerous bikes withdeliberate faults on them. The M-check is demonstrated and thepupils are asked why each point

is important. We split them intoteams, give them a picture oftheir allocated bike, ask them topick a team name and appoint acaptain. They are then given tenminutes to M-check their bike. Atthe end of the session, eachcaptain is asked to show the restof the class what faults theirteam have identified on the bike.

Recently, we’ve assisted localriders with bicycles andequipment, as part of a

sponsored cycle across Americato raise funds for a local hospice.

How many staff do you employand how are they trained?Currently, there are two of us inthe shop, myself and Donna. I amCytech 2 certified, which Donnawill achieve in the near future.We believe anyone working in ourshop should hold some level ofCytech accreditation, as it showsunderstanding of cycle mechanicsand workshop practices.

To what extent does the webaffect your approach to trading?We don’t compete with webdiscounters – it’s the wrong wayto take our business and canonly drive margins downwards.However, we do have a websitewhere people can view ourproducts before they come in.

We only put accessories onthe web if they’re in stock, socustomers can order itemsknowing they’re available, and wedon’t have to order somethingand pay the postage costs.

We used to price match, nowwe don’t. We tell the customerimmediately that we can’t matchthe price, explaining the value ofbuying from us. We try to avoidstocking products that areheavily discounted on the web.

IBD PROFILE

Simply the bike

“We ‘self promote’ theshop. We’ve attendedroad show events withthe local council,schools and businesses.”

Plain and simpleTelephone: 01803 200024Web: www.simplythebike.co.ukOpening times: Mon – Sat: 09:30 to 17:30


Devon retailer Simply the Bike, like many others, anticipated battening down the hatches through toughtimes, yet with a little hard graft has delivered some of the store’s best results in recent years. MarkSutton finds out how these have been achieved…

Quick-fire questions...

Would you rather have abicycle shaped object forrepair or a customer askingfor a discount in your shop?We’d take the BSO withoutquestion. In addition to themoney we receive for the repair,it gives us a chance to help thecustomer understand why BSOsaren’t such good value formoney as they first seem.

It brings a new customer intothe shop and hopefully whenthey see the level of serviceoffered, they will buy their nextbike from us.

Lycra or baggies?Baggies! For the simple reasonthat they are much moreforgiving than lycra.

Most worthwhile trade showof the year?We’d have to say the Core Bikeshow, due to it being held in asmaller venue and open to tradeonly. This means it’s a bit moreinformal than the Cycle Show atEarls Court, giving us a morerelaxed atmosphere to talk biz.

Favourite customer phrase?What sort of deals can you dofor cash?



WalkersWITH THE Serfas catalogue among itsportfolio, Walkers has a diverse stocksolution to most needs. An example ofthe brand’s clothing offering arethe gloves, which come in avariety of sizes, for men, womenand kids.

According to Andie Walker atWalkers: “The entire Serfasrange is in stock now. And allhave great dealer retainedmargins and, very importantly,are covered with a lifetimewarranty.”

The men’s andwomen’s Zen Mittsboth retail for just£15 and come insizes ranging fromsmall through toextra large. The colouroptions are diversetoo, with severalcolours blended with ashade of black on offer,including a ladies’ specificblack and pink mitt(pictured).

The garment utilises 3M Scotchlitetechnology, via a reflective trim. Thestretchy mesh provides a snug fit, whilethe thumb is towelled for muck wiping.Walkers: 0116 2833885

ChickenCyclekitTHE latest Nalini 70 collection has awide lifestyle appeal, as well as havinga rich history of professional use, seenrecently on Chris Hoy and BradleyWiggins. Nalini also offers a completecustomised clothing service, viaChicken Cyclekit, available for amateurteams and cycling clubs. Details of thisare found on the distributor’s business-to-business website and are printed inthe back of the Cycle-Kit trade pricelist.

The best sellers during summer havebeen in the well-priced Nalini Baserange. An example is the Argentitejersey, which is made from lightweightMantoDry, a strong, yet breathablematerial. Moisture generated on theskin through perspiration is quicklyabsorbed and expelled. The optimisedsynthetic fibre provides constantevaporation and very effective heatexchange. The result is a sensation offreshness on the skin. As added perks,the item requires no ironing and is alsosoil resistant.

Costing £39.99, the jersey comes inwhite, blue, red and black. Sizes rangeup to double extra large.

Women are catered for just as welltoo with several casual and racegarments within the line-up. Theequivalent to the Argentine jersey forwomen costs £36.99 and is wickedfrom the same water-resistantMantodry fabric.

Full details of the, as-yet-untestedautumn/winter range are on theChicken B2B website.Chicken Cyclekit: 01525 381347


Many cycle clothing manufacturers are beginning to disguise the cyclist behind ‘everyday’garments adapted for use on two wheels. Mark Sutton highlights a few subtle market innovationsand also a handful of gear for those who aren’t afraid to be branded as a ‘cyclist’…

Oooh, suits you, sir!


PaligapWITH both established North Shore-inspired clothing brand Sombrio andKona’s catalogue on offer, Paligap hasone of the most diverse rangesavailable for retailers seekingclothing coverage in a variety ofdifferent styles.

Kona’s winter line-up has broughtabout the Freddy jacket, a £93,heavy-duty nylon DWR coated3,000mm top layer, with a ‘coolmax’liner. The jacket carries plenty ofadjustable features, including athree-piece adjustable hood andVelcro sleeves. Other featuresinclude reinforced shoulder andelbow sections, a ‘music pocket’ andpouches for storage of all thingsfrom mobiles to snacks. The Freddyjacket comes in brown, black or blue.

Sombrio’s stylish Wildcard shortreturns for a fourth year, making thegarment one of the brand’s bestestablished and bestselling products.The £76 short is fully waterproof andhas been 24-hour tested up to WP10,000mm. The freeride styled short isfully mesh lined with zippers on thethighs for increased airflow. The crotchpanel is seamless to prevent chafing.The shorts also include a ‘stealthpocket’.Paligap: 01179 823 673

WindwaveMACE is a rider-owned company, whichdesigns, tests and then redesigns itsproduct alongside its crash test riders.Mace sticks by an environmentally andsocially responsible policy, too.

One of the more popular garments isthe Mace Nos short, a low-profile cargodesign, complete with large storagepockets and zip-up thigh vents. Retailingfor £64.95 and coming in all sizes fromsmall to double XL, the garment has adurable, water-repellent coating and abuilt-in stretch shell and rear gusset,

meaning the shorts sit comfortably aroundthe rider’s shape. The Nos shorts arepacked with subtle features, too, such asembroided Mace logos and low-profilewaist tabs for a secure fit at the hip.

The matching jersey, costing £49.95, isdesigned to be highly breathable in all theright places and as such carries mesh ventson the back and under arms. The garmenthas a lightweight construction due to its100 per cent polyester construction. Sizessmall to extra large are available.Windwave: 02392 505320

ZyroBUILDING on the success of the 2008winter range, the 2009 Altura line-up hasbeen expanded and improved in allcategories, with the main areas of focusbeing the bestselling commuter orientedNight Vision range, the improved Ergo-fitperformance range and continuation ofthe highly successful Attack range fortrail riders.

The top-end Attack jacket is designedfor the trail rider looking to stay dry inthe wettest conditions. This rangefeatures highly durable fabricswith strong performanceprovided by React 3 layerwaterproof fabrics. It hasalso been well receivedby both Singletrack andWhat Mountain Bike, inwhich it won the ValueAward last year. Retailprice for the Attack is£139.99.

Zyro stocks plentymore from the brandtoo, including bibtights and gloves.Examples of thesecome from withinAltura’s Night Visionline. The Night Visiontwo-piece waterproofgloves are supplied

with a separate liner, which provides avariety of options depending on theweather conditions. The men’s andwomen’s versions both retail for £34.99.

Retailing for £49.99 for the women’swaist model or £59.99 for the men’s bib,the Night Vision tights make an entry inthe catalogue for the first time this year.These tights feature thermal stretchfabric and two layered inserts forcomfort in the saddle.Zyro: 01845 521700

SilverfishTHE top-of-the-line Kenny jacketreturns to RaceFace’s winter line.Buyers of this jacket are getting acasual fit that is equally at home offthe bike as it is on board. The jacket isbuilt with a ‘Storm Lite’ 2.5-plylaminate waterproof layer, breathablepolyester fabric, which holds back theweather, while offering a 5,000g/m2breathability rating.

The jacket comes in a shade of applegreen, brown, or in simple white orblack. A removable hood, MP3 cordorganiser and dual-cord adjustablewaist are just some of the jacket’sluxury add-ons. Practical featuresinclude a waterproof zipper, twoadditional under-arm zips forbreathability where it’s needed most, aswell as a lycra inner cuff with ‘monkeythumb’, which is designed to preventwater entry past the sleeves. The Kennyretails for £149.95.

The ladies’ jacket, dubbed theAquanot, is fully redesigned for 2010.

At £139.95, the customer takes awaya 5,000 mm waterproof and 5,000g/m2 breathable jacket with a tailoredfeel. A drop back features to covervulnerable bums from mud splash,while a micro-adjustable hood stowsinto the collar. A perfect feature forwhen the sun shines.

Sizes range from small to double XL.Silverfish: 01752 843882





Moore LargeMOORE Large covers head to toe with fourbrands – Outeredge, Vangard, Tifosi and LakeFootwear.

Beginning at the feet, retailers can takestock of Lake shoes, which are the shoes ofchoice for Carlos Sastre and teams Milram,Cervelo and Garmin’s riders. Lake is about tolaunch the CX401, which is a custom fitcarbon fibre road shoe that can becustomised using a conventional oven andcan be re-moulded. The CX401 is madefrom kangaroo leather, with side-mountedpush/pull BOA lacing system andtemperature regulating heel andtongue liner. It is available inregular fit, wide fit, halfsizes and three-hole orSpeedplay specific cleatpattern for usewithout adapters.

Vangard offerstechnical bodysupport for

extremeweather

conditions. The range consists of base layers,headwear, leg and arm warmers and gloves.These utilise a range of technologies, fromthe quick drying Cool Max tech, to the ‘EliteMoisture Transport System’, designed toguide perspiration away from the body.

Tifosi’s optics range all come with alifetime guarantee and offer 100 per centUVA and UVB protection. Tifosi’scomprehensive range coversinterchangeable, fototec, single lens,women’s, metal, RX/prescription, polarisedand kid’s models. Moore Large: 01332 274200

RaleighTHE comprehensive Avenirclothing range from Raleighfeatures everything fromsummer mitts to durablewaterproof shells. A top selleryear round in the UK is thePerformance Waterproof jacket at£49.99. This is a fully featured, cyclingspecific jacket made from a breathableouter fabric with mesh liner, reflectivepiping and finished with an adjustablewrist, neck and waist. The garmentcomes in five sizes and three colours.

Raleigh also stocks Vaude’s clothingrange, which is made up of severalgloves, jackets and trousers.

The Drop pants are a fine example ofVaude’s technical product, utilising a

2.5 layer fabric PU coating for wetweather resistance. As with mostgarments in the Vaude portfolio, theDrop pants feature various tacticallyplaced reflective trims and a variety ofadjustable features.Raleigh 01773 532600

FisherOutdoorFISHER Outdoor offers theSantini 365 brand, whichprovides essential performanceclothing for all seasons.

Santini has graced winnersboth past and present inprestigious races around theworld, making it one of the mostrecognised cycle clothing brandsglobally.

Unique to Santini is the 365stock service offering highperformance clothing year-roundto everyone who is passionateabout cycling.

Styles and fabrics reflectseasonal changes from latesummer to autumn through tothe extremities of winter. Sowhether you need a race-readyFluid bib short using Santini’sfamous TwistGel technology, oran extreme weather windstopper,such as the pictured SMS jacket(£88.89), it’s in stock at FisherOutdoor now.

New dealers should contactFisher Outdoor for offers andattractive 365 initial stockpackages.Fisher Outdoor: 01727 798345

SugoiARM warmers are the new must-have accessory for the wintercyclist, according to Sugoi. Inresponse to a huge demandfrom consumers themanufacturer has reintroducedits popular graphic armwarmers for autumn ‘09 – as alimited edition, available fromSeptember 15th.

From colourful Japanesemanga inspired graphics to jail-

house stripes, a black and whiteversion of the Tatu Arm Warmer

and the lovely hearts design,these promise to sell out quickly

again, as they did last year.New to Sugoi’s Custom Program

come the semi-customised armwarmers and tukes. Dealers, cycling

clubs, and triathlon teams can choosebetween four styles featuring winter andautumn motives, and add their logo, clubor shop name to the design.

The special offer starts with immediateeffect and will last until the end of 2009.Sugoi: +49 (0) 7141 2421362

Surf Sales PROVIDING the cycle trade with theDakine brand, Surf Sales carries everythingfrom gloves to shorts and more.

Available from March 2010, details ofnext summer’s range has beenhanded to BikeBiz. The cataloguewill include items suchas the Syncline short,of which sizes small todouble XL will beavailable. The garmentcarries a moisturewicking polyester meshliner and rear stretchpanel for comfort. The

Dakine’s Chopper jersey is another of thetrail-suited garments utilising polyestermesh venting to increase breathability. Thejersey features an ‘Aegis Microbe’ shield,which is an anti-bacterial fabrictreatment.

The Fairway is one of the glovehighlights from within the Dakineline-up, carrying a stylish leatherback panel and palm, as well asterrycloth thumb panels. Thedesign carries plenty of featuresuseful to a cyclist looking forcomfort and durability, as well aspractical use on the trail. Take thehook loop closure of the glove –this makes removal a doddle. Aknuckle flex panel also features.

Hope GraphicNEWLY launched brand Exoteric,available via Hope Graphics, is nowavailable to the UK trade. Thecompany’s mission statement is toproduce design savvy, high quality, ecofriendly clothing catering for theadventure and outdoor pursuits market.

Pictured (inset) is the Flash hoody,the brand’s first ethically sourcedhoody printed with 3M Scotchlite inkto give the logo reflective qualities.

All the hoodies will have extrafeatures, such as an internal MP3 playerpocket, thumb holes on the cuffs andearphone loops on the collar.

Initially, the brand will offer t-shirts,hoodies and accessories. Other designsare in production and will be availablefor trade purchase from mid October. Hope Graphic: 0131 554 4002


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THE CYCLO RANGE OF ADVANCEDTOOLS

The range includes Head Tube Reaming and Facing Tool • Bottom Bracket Threading Tool • Bottom Bracket Facing Tool • Dual Disc Mount Facing Tool • Crown Race Facing Tool • Bottom Bracket Tool • Headset and Bottom Bracket Press Tool • Crown Race Setting Tool • Star Fangled Nut Setting Tool• Drop Out Alignment Tool • Gear Hanger Alignment Tool • Head Cup Removal Tool • Tyre Removal and Fitting Tool• Wheel Dishing Tool • Wheel Truing Stand • Spoke Thread Rolling Machine


MadisonBELL has teamed up with renownedCalifornian skate and surf artist JimboPhillips for a design collaboration on noless than seven separate helmets withinthe 2010 range.

Jimbo is an artist from Santa Cruz,California, that was literally raised on eye-popping graphics. His father, Jim Phillips,designed all the artwork for Santa CruzSkateboards in the 70s and 80s and wasthe creator of the iconic skate image, the‘screaming hand’ logo.

The younger Phillips applied his owncreative sensibilities to advance the family‘look’, designing no less than sevenhelmets in the 2010 line. The Jimbo PhillipsCollection includes two graphics on the newSequence helmet, two on the Variant, twoon the Faction skate-style lid and one onthe Drop full face helmet. Included in thecollection are a pair of coordinated graphics– one on the Faction and one on the Drop –that create a scene when viewed together.

Stock is due at Madison towards theend of November.Madison: 0208 385 3385

Hot WheelsEUROBIKE saw the launch of Surfaceclothing, which comes from the mindsbehind the massively successfulCharge Bikes brand.

Nick Larsen, owner of Charge, toldBikeBiz: "Clothing has been on mymind for several years, but how to getit manufactured and to then markethas been a long process.

"We’ve been working on this for along while, with the help of someonewho is a lot more experienced in thisarea of design and manufacturing. Ithink the time and effort has paid off.

In the initial range, there are trousers,shorts, jackets, windcheaters, baselayers, tech hoodies and gloves, withmore designs in the pipeline.

"Essentially, the clothing looks likenormal casual wear, but performs onthe bike. With a careful use of newmaterial technology and creating anddyeing our own fabrics, I think wehave come up with a strong line ofunique products that will suit bothcasual cyclists and enthusiasts alike."

Many thanks to Tony Farrelly atRoad.cc for the below sample snaps,which were taken during September’sEurobike show.Hot Wheels: 01202 732288


NEW PRODUCTS


Cervélo releases new colours, Windwavedoubles its Marocchi stock and Eurobikelaunches Moda to the UK...

Cane Creek Reserve headsetCane Creek direct800 234 2725

THE World Bicycle Relief Reserve headset from CaneCreek is cut from high-grade stainless steel, serialisedto commemorate the limited run of 500 pieces. Theheadsets, made in Fletcher, North Carolina, can onlybe obtained when ordered direct. Those who secureone of the headsets will receive it in December.

With every engraved Reserve headset purchased,Cane Creek will make a donation directly to WorldBicycle Relief, enough to provide one bicycle for aperson in Africa.

To reserve one of the headsets, costing $200,contact [email protected]

Marzocchi 44 RLO and 55 RV forksWindwave02392 505320

WINDWAVE’s taken stock of both the MarzocchiBomber 44 RLO and 55RV. The 44 RLO is Marzocchi’sentry-level trail fork featuring a rebound and lock outcartridge, 32mm alloy stanchions and steerer, giving acompetitive weight of 2160g.The RLO’s available in100mm or 120mm and can be converted to 80mm or140mm via a spacer swap. Its retail price is £229.95.

Maroochi’s 55 RV carries 160mm of travel andutilises a coil spring, making it the 2010 incarnationof the popular Z1 Drop Off. It features 35mm alloystanchions, steerer, and Marzocchi’s new 2010 QR20system. Its retail price is £349.95.

Cervélo 2010Madison0208 385 3385

THE CERVÉLO 2010 line up features no re-designs, justa new palette of colours to choose from. It’s framesetsonly for the UK, as Madison believes 99 per cent ofCervélo customers have their own preferences when itcomes to build kits and would prefer a custom build.

The S3, the world’s lightest aero frame, will setcustomers back £3,499.99. Yet for this, the buyer getsa frameset that meets the essential criteria – onethat’s aerodynamic, light, stiff and comfortable.

The frameset carries Cervélo’s exclusive ‘lay-up’design, giving it an immensely stiff bottom bracketfor optimal power transfer.

Gadgets

Moda 2010Eurobike Ltd01332 774796

BY THE time this mag lands, Eurobike's Moda brandwill be available to retailers in the UK. The home-grown brand, which Eurobike MD Paul Stewart isenthused about, is designed and built in the UK,utilising components from manufacturers worldwide.

Above is the Moda Encore, a high-moduluscarbon hardtail carrying a complete XT spec.American Classic, another Eurobike brand, providedthe wheels. Having been absent from the UK formany years, its return brings a number of excitingdevelopments to the wheel and hub markets. Thebuild also carries Rock Shox’s Reba SL fork.

Giant aftermarket componentsGiant01159 775900

FIRST seen last month at a Giant launch, themanufacturer’s now offering dealers a diverse rangeof own-branded aftermarket parts and accessories.It’s not just one solution to each need either, the brandis offering leisure, intermediate and professionalmodels of everything in the catalogue.

The image above is a selection of stems availablethis season; some are crafted from aluminium, whileothers are carbon crafted and aimed at the elite cyclist.Also, each model shown comes in different sizes andvariations, meaning a customer’s bike can be tailor-fitted with the correct item for their measurements.

Buff CycloneBuffera01707 852244

BUFFERA’S winter collection has taken on a significantdesign improvement in the form of a 15 per cent longermicrofibre fabric section, designed to improve itsversatility in extreme weather conditions.

The double-layer microfibre’s blended with a fleecefabric, making for an elastic material, which hugs theskin to keep in warmth and provides great insulation.

The Buff garment can be worn as a neckerchief, abalaclava, sahariane, mask and bonnet. Buffera alsohandles a versatile glasses case product, called Hides,which protects glasses and also works as a lens clothand lanyard.



EVENTS

November 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]

� STOCKING FILLERS � TRAILERS/TRAILER BIKES

� CYCLE SHOW REVIEW

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

� Retail Survey 2009 � Review of the Year

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

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

Tools, Training

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

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

Clothing � Frames & Forks � Fisher Outdoor Expo

Editorial Deadline: TBC Advertising Deadline: TBC

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


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


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


JUNE 2010� Complete Bikes � Cycle Luggage � Gears, Brakes & Chains


Editorial Deadline: Oct 16th 2009

Advertising Deadline: Oct 21st 2009

Editorial Planner SPOTLIGHTUPCOMING EVENTS

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.cz/bikebrno-gb

BICYCLE MARKET FUTUREFriday Nov 13th – 15th Frankfurt, Germanywww.fahrrad-markt-zukunft.de

TAICHUNG BIKE WEEKSaturday December 5th – 13thTaichung, Taiwanwww.taichungbikeweek.com

ZYRO OPEN HOUSE 2010Sunday January 17th – 22ndRudding Park Hotel, Harrogatewww.zyro.co.uk

COREBIKE 2010TBAWhittlebury Hall, Northantswww.corebike.co.uk

TWOOThursday February 11th – 14thBasel, Switzerlandwww.twoo.ch

FISHER OUTDOOR LEISUREEXPO 2010TBA www.fisherexpo.co.uk

VELOBIKE 2010Friday February 12th – 14thKiev, Ukraine www.velobike.kiev.ua

ICEBIKE 2010Tuesday February 23rd – 25thMilton Keynes, UK www.icebike.co.uk

TAIPEI CYCLE SHOWWednesday March 17th – 20thTaipei, Taiwan www.taipeicycle.com.tw

October 2009

November 2009

December 2009

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

AWARDS 2009

In association withAWARDS 2009

January 2010

February 2010

March 2010


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

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

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

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

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

dedicated column� Company details listed in the online

directory with web link� Company details listed in the BikeBiz

Marketplace Contacts

To get your company featured here contact:

Carly Bailey on 01992 535647 or

[email protected]

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

BIKEBIZ MARKETPLACE CONTACTS

BIKES AND ACCESSORIES

Paligap 01179 823 673 paligapltd.co.uk

Madison 01908 326000 madisonb2b.co.uk

BMX PARTS AND ACCESSORIES

Seventies 0845 310 3670 seventies.co.uk


Buff 01707 852 244 buffwear.co.uk

COMPANY, BRAND, SHOP AND SALES PROMOTION

Peter Dobbs 01482 224007 [email protected]

COMPONENTS

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

Pace Cycles Limited 01723 867919 pacecycles.com

The Cycle Division 0845 0508 500 thecycledivision.com

USE Ltd 01798 344 477 use1.com

EPOS

Citrus Lime 0845 603 9254 citrus-retail.com

FOLDING BIKES

Montague 01730 711 140 montague-uk.com

INSURANCE

Cycleguard Insurance 02476 851027 cycleguard.co.uk/bikebiz

LIGHTING

Exposure Lights 01798 344 477 exposurelights.com

Lumicycle 01202 760 097 lumicycle.com

MAINTENANCE

Centristore 07789 075 818 in2dust.co.uk

RACKS

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

Pendle 01282 699 555 pendle-bike.co.uk

RESPRAYS AND REPAIRS

Argos 0117 972 4730 argoscycles.com

SALES TRAINING

Colin Rees 07786 262 460 [email protected]

TRAINING SERVICES

Cycle Systems Academy 0207 6082577 cycle-systems-academy.co.uk

WATER BOTTLES

Wildoo Ltd 08709 771 550 wildoo.co.uk

WEBSITE SERVICES

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

Simple eshop 0116 267 5145 simpleeshop.com


BIKEBIZ MARKETPLACE

BIKES AND ACCESSORIES BIKES AND ACCESSORIES

What shows will you be attending inthe next 12 months?We are sponsoring the BikeBiz Awards atthe Cycle Show and will be exhibitingagain at Core Bike in January.

Can you tell us about the workshopmodule in Citrus-Lime’s software?The workshop module calendars eachjob, tracking it from start to finish. Itrecords each part used and labour,automatically emailing or textingcustomers on job completion. It’s fullyintegrated into the Microsoft EPOSsystem and allows bike shops to managetheir workshops in a more efficient,profitable and less stressful way.

How’s business? Business is going well. Like everyone wewere concerned about the economy andits effect on retail, yet so far we havecontinued to grow. We are fullycommitted to the cycle trade and it’sone of only two that we serve – theother being the outdoor trade. In bothsectors most of the retailers we workwith are reporting growth, although at alower rate than before the recenteconomic woes in most cases.

Why should dealers get in touch andwhat demonstrations are available?Citrus-Lime offers a fully integratedbusiness solution for cycle retailersincluding stock control, EPOS, workshopmanagement and e-commerce. We offera full software demo, either face-to-faceor online. There is no commitment atthis stage and we are happy to talk toany dealers in the cycle sector.

How many dealers are you currentlyservicing in this country?We work with 15 UK dealers, with justover half having EPOS and e-commerce.We also have a number of dealers in thepipeline with roll-outs scheduled for thecoming months and we are happy toorganise conversations between dealersabout to purchase one of our systemsand our existing dealers. We are workingwith Avon Valley Cyclery, Alan’s, theGiant stores and Surosa Cycles.

Tell us about your work with Giant:We have been working with Giant StoreCambridge to integrate the franchise’sEPOS system with those at Giant UK. Itallows them to check stock availabilityin Giant’s warehouses in real time from

the POS and purchase order modules.The system also reports sales to Giant’sstock control systems in real time, fullyautomating replenishment. This kind ofintegrated supply chain is the future ofretail and we want to help the sectorembrace this technology to make lifesimpler and improve customer service.

What kind of backup service isavailable for customers?I know that one of the reasons IBDsoften give us for replacing existingsystem with ours is not because of theincreased functionality, but due to a lackof support from their existing suppliers.We’re not a one-man-band outfit; wehave a dedicated support team and aticket-based support system. We aim toresolve problems quickly and have a realcommitment to our customers.

What can Citrus-Lime offer thatcompetitor services can’t?We offer Microsoft’s EPOS system whichprovides a dependable core for business,and provides fully integrated e-commercesolutions. We’ve detailed knowledge of thecycle trade and are committed to helpingcustomers improve their businesses.

NEIL MCQUILLAN, MDCitrus-Lime

TEL: 0845 6039254

WEB: www.citruslime.com

COMPANY PROFILE

“One of the reasonsIBDs often give us forreplacing their existingsystem with ours isbecause of ourincreased support.”

Neil McQuillan, Citrus-Lime

COMPANY, BRAND, SHOP & SALES PROMOTION

BIKEBIZ MARKETPLACE

COMPONENTS

BMX PARTS AND ACCESSORIES



COMPONENTS COMPONENTS

EPOS FOLDING BIKES


BIKEBIZ MARKETPLACE

BIKEBIZ MARKETPLACE

LIGHTING MAINTENANCE

LIGHTING


INSURANCE

RESPRAYS AND REPAIRS

RACKS RACKS

BIKEBIZ MARKETPLACE

SALES TRAINING



BIKEBIZ MARKETPLACE

WEBSITE SERVICES WEBSITE SERVICES

WATER BOTTLESTRAINING SERVICES

Let’s getstatistical…

This month’s vital statistics see thousands take tothe streets for British Cycling’s Skyrides andmillions of pounds spent encouraging Scotlandto cycle, while BikeBiz counts how many bikesGiant has squeezed into its 2010 line-up...

35


NUMBER CRUNCHING

72%: The percentage of businesses that

have already experienced trouble dueto Swine Flu.

38 per cent of companies believe thatthe outbreak will eventually result in

revenue losses.

£5 millionThe amount the Scottish Government

is set to spend over three years toencourage its citizens onto bikes as a

means of everyday travel.(Source: Convention of Scottish Local

Authorities)

15,000cyclists took to the streets of Manchesteras part of the city’s recent Skyride event.

The Hounslow gathering drew around11,000 cyclists, while Glasgow’s organised

ride attracted approximately 7,500.

4.1%Despite the fair weather throughout,retail footfall declined by 4.1 per centfor the month of August year-on-year.

(Source: Experian National Retail Index)

The number of Evans Cycles stores now spanning the UK –four of which have opened this year, the latest in Reading.(Source: Evans)

130 plus: The number of bikes in Giant's 2010

line up, the majority of which areavailable to order now.

12.8 millionThe number of motorists in the UKwho own a bike. 5.4 million of these

claim to cycle regularly, while just 1.2million claim to ride almost daily.

(Source: IAM Driving Road Safety)

STA

R L

ETTE

R

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

From the Forum...

MY name is Andy Layhe andI’m director of the non-profit,independent anti-dopingorganisation Bike Pure.

We are working tirelesslyfor a better image for cyclingand are hopefully laying thefoundations for a betterfuture for the youngergenerations that are enteringinto the sport.

Many companies withinthe industry are behind usalready, including 3T, ChainReaction Cycles and Token –which produces our Bike Pure5mm headset spacer thatgoes out to all our members.Major USA sock manufacturerSockGuy are the latestaddition and it is to produce aBike Pure sock in aid of ourorganisation, offering apercentage sale from eachunit sold to help ourcampaign.

We also have a Bike Purecycling jersey available,

produced by Blackbottoms inthe USA, with a percentage ofsales going to Bike Pure.

As we are non-profit weare seeking other cyclingindustry companies to getbehind our organisation andclean and healthy cycling tosupport the message that youdon’t have to dope to win.

It would be great ifcompanies felt prompted to contact us and help to put something back into the sport.

We have several thousandmembers stretching over 75countries worldwide and sixWorld Champion cyclistsaligned with our philosophy,with over 60 pro riders alsosupporting Bike Pure.

If any of your readers areinterested please contact usat www.bikepure.org. Kind regards,Andy LayheBike Pure

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

Email:[email protected]

In my town in Cheshire it hasbecome ‘cool’ for young lads toremove the braking systemfrom their bikes and stop withtheir shoe on the rear tyre.

I’m beginning to think that Ishould refuse to do any work atall on these unsafe anddangerous machines.

Tel

If they want me to fix anythingon it I add £35 minimum tothe fee and put cheap brakesand levers on.

Spike_v1t

Why not add on £200 and fitdisc brakes?

Surely, if they decide toremove their brakes, it’s theirchoice and shouldn’t affectyour decision to make moneyon repairs? Why charge themover the odds and fit brakesthey don’t want?

So long as they areconfident that they can rideand stop, who are we to stopthem? If you feel they aredangerous, sell them a helmet.

Mr-C

There are certain BMX modelswhich are designed to be runbrakeless. In our case, theStolen Sinner (brakeless) bikewas the most in-demandmodel in the range for 09, andis set to continue into 2010.

Try selling a BMX with U-brake mounts on the fork andsee how long it takes to shift.

Dan_Split2nd

Why not just write on theinvoice that it is illegal to usethis bike on the public highwaywithout brakes fitted? That waythe onus is on the rider, notyour shop.

Cotterpin

There’s such a thing as duty ofcare if a cyclist is a minor andnot accompanied by an adult.

Legal advice has it that ‘asan adult and professional youmust not allow a ‘minor’ toleave your shop with a cyclethat is in an unsafe,unroadworthy or illegalcondition without writtenauthority from the parent orguardian that they take fullresponsibility’.

If you do work on the bikeand allow the minor to leavethe shop without brakes oranother safety defect and thesaid minor then has anaccident or gets stopped by thepolice, you could be held liable(and there could be a big fatcompensation claim coming).Be sensible and cover yourself.

DreamMachine

Grumpy old men again, eh?Trends come and go and Iremember falling from a racerbecause I couldn’t get my feetout of the toe straps. I can’tremember anyone wanting toban them...

As for riding a bike too smallfor them, where you been forthe last 20-odd years? I ride

BMX and also a 14-inch framejump bike – both have a rearbrake though. Were some ofyou ever teenagers?

Tony140

If you had a motor car garageand removed brakes from a caryou would be up in court. Thisbrakeless trend is just nonsense.

It’s even worse with largewheel bikes which go fast.

NeilMcDonald

Like all these things there is noblack or white. If you want tobe certain that you don’t haveany problems with comebackon repairs, then don’t touchanything BMX or otherwisethat cannot be made to workto the highest standard.

If you are prepared to doanything and deal with hassleas and when it arises then youdo what the customer wants.

Most of us are betweenthese extremes. We all face theissue on a daily basis. The BSOdiscussion is fundamentallybased on whether the bikes canbe made to work properly.What most of us do is to useour judgement.

DocB

Pure cycling

No brakes? No way...

LETTERS PAGE


Star LetterWhether it’s a hand-written, sent-through-the-post letter, email or a comment made on theBikeBiz forum, the best letter of the month wins aprize from Oxford Products.

This month the lucky winner will win an UltraTorch Nine from Oxford. Sporting nine LEDs, thelight is powerful, tough and splash-proof whilealso boasting an ergonomic design.

OVER the course of the Cycle Show thismonth, cycle enthusiast Jim Rees will betaking on a 1,000 mile challenge on astatic bike with his speed, distance andheart rate displayed on a big screen foreveryone to monitor his progress.

The British competitor, whocompleted the Race Across America,which is the longest running ultra-distance bicycle endurance competitionin the world, is back in London thisOctober for the Cycle Show at

Earls Court to undertake the spectacular enterprise.

Jim Rees’ 1,000 miles challenge willraise money for the Wallace andGromit’s Children Foundation, whichsupports children’s healthcarethroughout the UK. Rees has apassionate belief that everyone is ‘builtfor greatness’ and is part of TeamInspiration, an organisation that isdedicated to inspiring children with a‘can-do’ attitude.

Jim Rees to tackle1,000 miles at Cycle

MORE than 1,200 cyclists, including UKRoad Race Champion Kristian House,got on their bikes during September totake on the gruelling stage 5 of The Tourof Britain in a UK first.

Riders set off at 8am from the gantryoutside Britannia Stadium, home ofStoke City FC, for The Prostate CancerCharity Tour Ride – taking on the exactpro route also undertaken by theworld’s top professional cyclists.

Many of the fundraising riders choseto take on the full 145km, while othersopted for the 70km Challenge Rideroute or the 20km Family Ride. Theevent has already raised over £150,000

to help fight prostate cancer byinvesting in research, campaigning andoffering support and information.

Prostate Cancer Charity chief execJohn Neate said: “This is the first year ofour partnership with the ToB – and wehave been delighted with the turnout toour inaugural mass participation eventin Stoke. To see cyclists fromprofessionals to families shows thatpeople, whatever their ability, aregetting behind our mission to urgepeople to ‘unite by cycling’ to help fightprostate cancer. It has been a fantasticday and I send my congratulations toeveryone who completed the ride.”

UK ridersraise charity cashemulating ToB racers

FINALLY, after finishing in secondposition four times previously, Britishdownhill rider Steve Peat edged a winat this year’s World Championships inCanberra, Australia.

Just 0.05 of a second separatedPeaty from second place and whatcould well have been a heart-wrenching day. To make matters moretense, after clocking his winning runPeat had to sit and watch the final

riders race down the course, with South African Greg Minnaar looking oncourse to knock him off top spot untilthe very end of his run. Instead, Peatytook the Gold, notching up the onlymajor downhill racing title to so farelude him.

“Over the years the race has becomemy nemesis,” said Peat. “I don’t thinkit’s sunk in yet; I’m still prettyoverwhelmed with it all.

“I’m the oldest guyout there and I’ve beentrying for a long timewith a lot of secondplaces, but I felt strongcoming into this race.

“It was prettyemotional putting thejersey on, on thepodium, knowing Icould wear it as WorldChampion for the nextyear. I’ve been tryingfor a long time andit’s just an unrealfeeling.”

Sheffield’s finestnotched up a time of30.33 seconds downa treacherous, high-speed run, while lastyear’s champ andfellow brit GeeAtherton came sixth.

Steve Peat is theDH World Champ!

OFF TRACK

TrackOFF this month: steve peat is the champ



Send your pictures [email protected]

RAF Marham’s finest cycled for charity lastmonth, riding 300 miles in three days fromHolyhead, Wales to Cromer, Norfolk.Corporals Lloyd Johnson, Jason Harwood,Dave Warburton and Adam Fitzsimmonstook on the cross-country trek for theLowe Syndrome Trust. The high flyers raised£5,000 for the worthy cause, and if you’dlike to add to that figure head over towww.justgiving.com/jasonharwood.

Cyclingflying high

quoteunquote Sponsored by the brands of

Moore Large 01332 274252

“Up until a couple of years ago,kids were suffering theobscenity of having impotentand demoralised brake mountsde-cooling their life when theyrode street. Inexcusable. Andframe manufacturers werebeing forced into producingtwo versions of every framejust to keep these little pricks(ahem... valued customers)happy.”

www.bmx-tec.blogspot.com,September 1st

“This is actually not a workout.This is just something I lovedoing in Sydney and LA.”

What Russell Crowe told areporter who mocked him forsmoking while cycling. Crowe

then challenged her to abicycle ride the next morning,

September 4th

“It’s absolutely unreal andhasn’t really sunk in yet.

“The win’s been so longcoming, to finally get here andhave an awesome run, it’sunreal. I’ll be busting somecelebratory moves on thedancefloor tonight.”

Steve Peat, talking toFreecaster.tv about his World

Championship win, September 6th

“Remember that guy I wentlooking for earlier in the daywhile in the patrol car? Well,we got another tip about himwalking in the area. This timeI’m on my bike. I beat thepatrol cars to the area and roderight up to him before henoticed I was a police officer.He just turned around, put hishead down and put his hands

behind his back. What is thepoint in running from a guy ona bike, really?”

Fatcyclist.com discusses theperks of policing by bike,

September 1st

“I’ve always felt that using abicycle to get around reallymakes you feel like you’re apart of your city on a wholedifferent level.

“Glancing off to the left atsomething or someone,glancing off to the right to seethe harbour. You name it. You’reout in the open and the cityembraces you.”

Copenhagen CycleChic,September 4th

“I’ve lived in London for overthree years and have alwaysbeen scared about cycling

around London’s drivers. Sincegoing on my first Cycle Friday,I’ve cycled to work on my ownthree times. Without the LCC’sguided route, I don’t think Iwould ever have cycled towork.”

Claire Arnold, Londoncommuter and now Cycle

Friday regular. LCC.org.uk,September 3rd

• cyclodelic on the hunt for bike bling • charity cyclists take on the tour

OFF TRACK

p

Pictures © Maria Downarowicz

LADIES cycle clothingmanufacturer Cyclodeliclaunched its website thissummer in typically stylishfashion with a cycletreasure hunt. Cyclodelicfounder Amy Fleuriot toldBikeBiz: “Gathering inGolden Square, colourfulteams of guys and girlscompeted in our fashionand photography-themedBicycle Treasure Huntaround central London.” The attendees took part infun activities while cyclingaround the Capital, including re-enacting a Selfridgeswindow display and photographing fabulous-looking passers-by. Fleuriot added: “Once back at Velorution we celebratedthe launch of our website and online shop with cider,

cupcakesand prizes.”You can find the bicycle bling-stocked site atwww.cyclodelic.co.uk

Biketreasurehunt

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]

Sub-Editor: Gemma [email protected]

Production Executive: Abby [email protected]

Design: Kelly [email protected]

Business Development:Dave Roberts [email protected]

Managing Editor: Lisa [email protected]

Publisher/MD: Stuart [email protected]

Finance Director: Hilary Cole

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

BikeBiz is mailed FOC to3,000+ trade addressesevery month

ISSN 1476-1505

LATEST NEWS

BOOKMARK US:MOBILE.BIKEBIZ.COM

STRAIGHT TO YOUR MOBILE

IS Taiwan’s A-Team a cartel, keeping prices high? It wasa question I posed at Eurobike to any bike execs I couldnab. And I nabbed lots. From UK suppliers through toTaiwanese company owners and right up to the top ofvery large American bike brands who rely on A-Teammember companies.

In reality, I don’t suppose the high-ups in the A-Teamgather in smoke-filled rooms, poring over pricingspreadsheets, working out which products should bemore expensive than the free market ought to decide.But that the organisation wants to keep prices high isno secret. It states it wants to do this, and will do so bymaking innovative products and employing savvymarketing. What it can’t do is keep prices artificiallyhigh by dictation or by restricting supply.

So, what is the A-Team? It was founded in 2003 byGiant and Merida, with 11 smaller Taiwanese companiessuch as Alex, Cheng Shin, Jagwire and Joy-Tech. Membersnow include Topeak, SRAM, SR Suntour, Tektro, Wellgo,and many others. Sponsors include Specialized, Trek,Colnago and Dahon. The original aim of the organisationwas to help Taiwanese bike companies raise their game,to compete against low-end bikes made in China.

In 2008, a book on the A-Team by JonathanBrookfield said the organisation was an example of “co-operative competition” and was a case-study onhow “established producers may counter-attack whenfaced with the challenges of low-cost competitors”.

A-Team members prosper not by cost-cutting, but by“value creation through co-innovation,” he wrote.

The Taiwanese government sure likes the A-Team,promoting it as good practice at every opportunity.TAITRA – the Taiwan External Trade DevelopmentCouncil – has helped other industries set up their ownA-Team style organisations.

A publication from TAITRA said the A-Team had“significantly raised the export volume and averagesales price (ASP) of Taiwan’s bicycles.”

According to the Taiwan Bicycle Exporters’Association, for the first five months of 2009, Taiwan

exported a total of two million complete bikes, a 17 percent drop from the 2008 total. But export value reached$570m, a rise of nearly four per cent, due to a 25.7 percent rise in unit prices. 25.7 per cent? That whopper ofa rise has been put down to higher materials prices, buta slab of aluminium is peanuts in the final price of abike so there must be lots of other costs being taggedon. Value creation, and then some? Many industryfigures – including some sponsors of the A-Team – thinka lot of prices are currently inflated.

It could all end in tears, believes one UK supplier, anIBD specialist: “I’ve heard from two non A-Team factoriesthat parts makers have been told not to reduce partsprices in line with falling commodity prices. High pricesare costing the IBD – and me – business.”

How so? “Mass market suppliers don’t use A-Teamparts makers so soon there will be a big gap betweenIBD and mass bikes as the A-Team continues itsobsession with price increases,” said the supplier.

Nobody wants a race to the bottom of the barrelpricewise but, in a down economy, high prices have adetrimental effect on unit sales. Need they be so high?That’s a question many more industry folks will beasking in the months ahead.

Mark Dressel, owner

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?I own a Specialized Stumpjumper FSR Pro, an oldhardtail Stumpjumper A1, and a Santa Cruz Chameleon.The Stumpy was my ride of choice when we did theSouth Downs Way in-a-day in July.

In your opinion, what’s the biggest rush on a bike?Pumping demanding technical climbs followed bychallenging descents on a trail that you haven’t riddenbefore, with mates wha-hoo-ing it up behind you allthe way. Try ‘Killer Loop’ in the High Peaks, Derbyshire.

Tell us about Biketech and its aims:Biketech’s primary objective is to integrate with localgovernment, business, charity and education strategies,to help safeguard the future development ofenvironment and health projects. As well as the abilityto set up a full workshop on-site for organisations,businesses and schools, Biketech offers the option of a‘collect and return’ service for individuals.

We’re also working on building trade alliances todeliver on-site mechanic services. We’re working withFisher Outdoor on a number of assembly and PDIprojects, and plan to support other partners to helpdeliver on event, roadshow and launch commitments.

What services does your business offer? Our full range of services include: on-site cyclesurgeries for corporates and schools, distributorassembly and PDIs, event support, fleet maintenance,'at home or place of work' bike maintenance forindividuals looking for an alternative to the high streetand qualified freelance mechanic services for whateverthose requirements may be by the trade.

OFF THE RECORD

BikeBiz executive editor Carlton Reid looks at the Taiwan A-Teamand asks the trade what it thinks about keeping prices at a high...

78 BIKEBIZ OCTOBER

SPOKES IN THE SADDLE

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BikeBiz issue45, October 2009