NEWS Bancroft launches Elephant BMX Distribution
US labels Volume, Demolition and S-One helmets first to join Elephant stable Shop tour planned with US brand stars Stock arriving as early as September Bancroft remains associate editor of The Albion
By Mark Sutton
20-INCH BMX industry veteran and Albion associate editor Steve Bancroft has set up Elephant Distribution – founded with Volume, Demolition and S-One helmets on board.
Set up alongside business partner Russell Lowe, Bancroft has moved quickly to emphasise that the distribution business is a separate entity to the magazine. He said: “Elephant Distribution is a completely separate venture to The Albion. Obviously, it goes without saying that there will be no editorial bias towards Elephant brands and I will be paying for any adverts I run in the mag, it couldn’t work any other way. It’s going to be hard work giving full commitment to both ventures, but after working on magazines for so long I’m used to be bit of stress and I’ve never been one to shy away from a bit of hard graft.”
With stock of Brian Castillo’s Volume and Demolition labels landing as soon as September, Bancroft has already laid out plans for a UK shop tour, happening later in August. “These days the majority of BMX
product is very similar, this isn’t a bad thing as nearly all of it rides well and is durable and affordable, but it does mean
“These days most BMX product is similar, which means marketing is key...”
that marketing is very much key,” said Bancroft. “The BMX industry has come down to an ideas game, and we’ve got lots of them. To relaunch the brand over here and kick off some relationships with a few dealers we have a Volume and Demolition shop tour happening in late August. We’re bringing over Stevie Churchill, Mike ‘Hucker’ Clark, Broc Raiford, Chris Doyle and Mike Mastroni and we’ll be putting out a bunch of content from that.” Of the product, Bancroft concludes: “In the USA, Volume and Demolition are two
of the biggest brands in the industry, they are up there on the same plain as Fit and Odyssey – the product is top notch, they have arguably the best team in BMX and they are known for consistently putting out some of the highest quality consumable BMX media in the game. Brian was keen for that brand perception to be mirrored in the UK.” Elephant are contactable on 01425
629039, or steve@
elephantdistribution.com Look out for a full interview with Elephant on
BikeBiz.com this month.
ITV4 to air ‘Cycle Show’ post Tour By Carlton Reid
CENTURY TV is producing an eight-part TV series for ITV4, the broadcaster currently airing live daily coverage of the Tour de France. When Le Tour finishes, The Cycle Show will take over: the first programme has already hit the airways, broadcast at 8pm on July 23rd. The Cycle Show will be repeated on Saturdays at 5:30pm and on Sunday mornings on ITV4+1, as well as ITV Player. The Top Gear-style
programme will be presented by Graham Little with support from Rob Hayles and Anna Glowinski and will be filmed on Sundays at Look Mum No Hands bike shop café in Old Street, London. The series is sponsored by Chain Reaction Cycles of Northern Ireland. Celebrity cycle fans lined up for the show include former racer Eddy Merckx, Nigel Mansell, Wayne Hemingway,
6 BIKEBIZ AUGUST
Graham Obree and Gary Kemp. Century TV managing director Rohan
“We feel that there is a real gap in the market for a
programme such as this”
Rohan Browning, Century TV
Browning said: “We feel that there is a real gap in the market for a programme such as this and we’re looking forward to getting the show underway. ITV4 are an ideal partner for a programme such as this and it will really complement their cycling portfolio.” Chain Reaction
Cycles marketing manager Damien Duggan said: “This is another positive signal that cycling is finally hitting the mainstream. The
beauty of The Cycle Show is that it’ll appeal to a wide range of viewers, and with its debut to coincide with the start of the London 2012 Olympics we hope it’ll inspire more people to discover the joys of riding.”
BIKEBIZ.COM
Steve Bancroft product testing on the streets
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