SHOW PREVIEW | FISHER OUTDOOR LEISURE’S EXPO
What is coming up next for Fisher? We have been continuously working on enhancements to our Warehouse Management System, which will make our customer’s ordering and stock holding processes easier. Notwithstanding last minute technical
issues, our new B2B will also be launched at Expo. It’s fast, it’s clever and it’s for you! As we push ahead with our new product development initiatives Kansi, Eastway and Union 34 will all continue to provide the market with best in class products. By this autumn/winter season the ranges will be even bigger and better. The SRAM Tech Centre is going from
DZR shoes (top) is a new signing for Fisher; Zipp (above) is part of Fisher’s SRAM offering; Look’s 2012 range of bikes (left). They will all be on show at Sopwell House this month
strength-to-strength and you can expect to see the guys out on the road with technical support at major events throughout the season. The STC is also consistently running at turnaround times within 48 hours, which is quite an achievement, and they continue to run free hands-on training seminars for SRAM dealers. To date almost 100 IBDs have been through these training sessions with overwhelmingly positive feedback, so come to the show and get a taste of what the STC team can do for your business. Our Taiwanese office is up and running
which is going to improve our business from a logistical and product development perspective – it’s onwards and upwards from here. We also have some great athlete sponsorship lined up including the Cycle Premier team and Chris Akrigg as well as athletes like Oli Beckinsale, Wendy Houvenhagel and Vicky Holland who are gearing up for the Olympics this summer. With the exposure the games will bring plus initiatives such as the Summer of Cycling, I believe that 2012 will see a big boost to the sport and we’ll all see benefits to our business.
>>> new SRAM Red will make its debut
at the show so dealers can get up close and personal with this ground-breaking product. Once again SRAM has shown itself to be at the cutting edge of development and we are thrilled to be able to share this with our customers. FK Day, the president of World Bicycle Relief and SRAM’s executive VP will also be our keynote speaker on Monday evening which is something I am very excited about. WBR is a charity that Day helped set up and is making a difference to the lives of people in Africa through the power of bicycles. He will be joining us on our Sunday afternoon charity ride and at Expo all day Monday.
We’ve had mixed reports on how tough 2011 was in the bike trade. How did you and your customers fare? We’ve continued to grow our business in 2011 even though the market conditions were far from ideal, something we are really proud of. We’ve done this by building on our
excellent portfolio, offering customers better value for money, improving our operations (albeit with a few teething problems) and by having an industry-leading sales team. We know that in this economic climate, coupled with factors like the Cycle to Work changes, many IBDs found it tough in 2011. In response
26 BIKEBIZ FEBRUARY
we’ve done a number of things to help, such as the introduction of our ‘Essentials Range’. We took a category approach to everyday bike shop essentials by offering lower prices on bread and butter items. It’s been a great success and we will be expanding it in 2012.
What kind of special offers and incentives will be available for attending dealers? We will have great deals and some enticing offers available at the show for all who attend, with some show-only special offers. Everyone will also receive a goody bag as well so nobody leaves empty handed.
The charity ride is back again this year – has it been increasingly popular? We started the ride in 2010 as the sales team wanted to go riding with their customers during the show, as well as it being a great way of raising money for good causes. It has proved popular so it’s returning for 2012. Anyone can bring their bike on the Sunday
and join VIPs and Fisher staff for a leisurely spin across the Hertfordshire countryside from 2pm. We will have refreshments along the way and showers for afterwards, plus a secure lock- up for bikes will be available. If you need another reason to come along, we will be raising money for World Bicycle Relief.
Any final thoughts? I’d like to thank all our customers for their business over the last 12 months and we look forward to seeing as many of them as possible at the show. Please come and say hello and let’s talk about how to be successful together in 2012!
www.fisherexpo.co.uk
BE OUR GUEST Fisher Outdoor Leisure has been working on Expo’s hospitality offering, Allmark explains: “Giving visitors to our show a warm welcome has always been a top priority for us. We want every account to meet with their sales rep, talk to the other Fisher staff and get an opportunity to enjoy the hotel facilities where the show is being held. The spa is open to anyone who has booked a room so it’s a great chance to enjoy some well-earned R&R too. We will of course be providing some top-notch entertainment in the evenings with some special guests from across the cycling spectrum.” Dealers are welcome to bring their
families along to Expo too, Allmark says: “They absolutely are. We want our customers to enjoy the facilities and see the show with their partners and children.” Fisher’s Expo runs from Monday February 20th to Wednesday 22nd at Sopwell House, St Albans, AL1 2HQ
www.fisherexpo.co.uk
BIKEBIZ.COM
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