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ONE OF THE PERKS to the busy start to the year is putting names to faces and those faces to companies or services. In our position of constant trend watching we’re occasionally thrown in at the deep end with the trendsetters, as well as some of the more seasoned characters of the bicycle business.
As has been the case for as long as the bike trade show has existed and thanks to the hospitality of various distributors, BikeBiz has bagged some one-on-ones with experts from a diverse range of trade territories and sometimes beyond – from specialist bike fitting experts, through experts in modern business management and store design, among others. The former of that bunch, Gait analysis specialists MAR
Systems, provided dealers at iceBike* an insight into the suddenly booming precision fitting sector. As I’d anticipated, tailoring a bike to any given customer’s body isn’t quite as simple a process as you’d think – though has incredibly strong selling points for those making a name for themselves in the business.
“Surely everyone can bike fit with a tape measure and a customer prepared to stand still for ten minutes? Yes and no...”
Jonathan Hedges of Mar Systems told BikeBiz: "Bike fitting
is an excellent way to get the upper hand over the big boys online. Independent retail can give a personal fitting with our software package from as little as £85 per month. This online software takes into account the customer’s measurements and delivers the best base bike solutions in an easy to understand traffic light system. We can bike fit for comfort, sport or competition use, as well as alleviate most aches and pains using analysis."
What does it all mean though? Surely everyone can bike fit with a tape measure and a customer able to keep still for ten minutes? Perhaps, but this is essentially like a doctors appointment for the customer and their bike. It’s a check up to make sure that the two marry well and don’t cause each other unnecessary grief. The affluent customer with post ride backache will pay for such a service, if done properly and backed up by some clever science. To step into this game on a professional level, investment in video software, costing up to £3,000, is necessary. This does, however, bring about perks of its own. Aside from giving your customers something to look at and working as a tool for best explaining posture corrections and the like – videos taken can also work as fantastic marketing for your new service when shared online.
Mark.Sutton@
intentmedia.co.uk IN THIS MONTH’S ISSUE
DEALER PROFILE: THERE CYCLING 48 West London cycle retailer There Cycling talks to BikeBiz about selling classic bikes to newcomers to riding...
NEW PRODUCTS ELECTRIC BIKES 54
Flick to page 54 for our monthly run down of products new to market and goods landing with suppliers shortly.
50
Not feeling clued up about electrics? Or perhaps just unsure where to begin? BikeBiz lends a helping hand...
The trade’s guide to sourcing stock, up-and-coming IBDs and the very latest products
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