OUTDOOR & FITNESS
Step into the running market with ElliptiGO
By Jonathon Harker
ELLIPTIGO IS looking to take its unusual ‘elliptical bike’ to a wider number of UK cycle retailers this year. Established in San Diego, California in
2010, ElliptiGO has been available in the UK since the start of 2011, with a 300- strong network of bike shops in the US and over 50 bikes shops in Europe. Stocking this unique type of bicycle
needn’t be a headache for dealers and it can help carve out a new customer type too, according to ElliptiGO’s Idai Makaya: “ElliptiGO uses the same service and spare parts infrastructure as conventional bicycles but it serves a different market. “Bike retailers who currently do well with the product are those looking to grow into a new market area, rather than only trying to steal more market share from existing bike retail competitors,” he explained to BikeBiz. “The ElliptiGO represents a new
category to allow bike shops to grow in a new and evolving market.” While bike shops are the ideal shop
type to retail the ElliptiGO, typical customers for the unique device are runners, said Makaya.
Three ElliptiGO versions are available to UK dealers
Runners might be the core customer for the ElliptiGO, but bike shops are the ideal retailers to stock the unique ‘bikes’, firm tells BikeBiz
The brand also believes that physical
stores are far more effective than internet-only sellers in retailing the bike. “Bike shops have a much higher
conversion to sale than our online business because they can offer convenient test rides, and test rides are the biggest sales conversion tool when selling the ElliptiGO.” ElliptiGO has been used by Olympians
“The biggest ElliptiGO customer
demographic is runners who are plagued by injury – and many such runners will spot the ElliptiGO in a bike shop when popping in for accessories for their bicycle, or they may hear about it from friends who cycle and have seen an ElliptiGO in a bike shop they were visiting.”
“Test rides are the biggest sales conversion tool when selling ElliptiGO.”
Idai Makaya, ElliptiGO
and pro athletes, particularly runners, also drawing referrals from injury practitioners – the biggest drivers of business referrals, ElliptiGO told BikeBiz. Three ElliptiGO versions are available, all using the same frame design and size, but differentiated by the numbers of gears in the hub, the materials for the pedaling mechanism (aluminium or carbon fibre), and the handlebar components and paint designs (folding and telescoping or just a telescoping version). The entry model is the 3C, while the mid-range 8C is the most popular.
ElliptiGO will be back at Eurobike for
the fourth time this year, as well as both ISPO shows, FIBO, SPEZI, London Marathon and possibly Cycle Show at the NEC, as well as smaller local events.
idai@elliptigo.com; 07773818821
On Shoes wins ISPO Gold Award By Jonathon Harker
FOLLOWING UP its 2010 win for ‘New Brand’, On has scored another award triumph at ISPO – this time for Best Performance Shoe for its Cloudracer shoe. On Shoes, which is aiming for a more substantial slice of the UK market, won praise for its ‘soft landing, powerful take- off’ design. Featuring a lightweight skeleton, the On Cloudracer is a recovery ‘off-the-bike’ shoe. The young brand, already a fixture in
the triathlon market, was developed by former Swiss pro-triathlete Oliver Bernhard – six-time Ironman champ and three-time Duathlon World champ – the brand has recently been signed up as ‘off- the-bike shoes’ for Team IG Sigma Sport. According to the brand, the shoe’s cushioning properties are only activated when needed. After cushioning the landing, the elements work by locking together, providing the wearer with a firm push off and a similar momentum to natural running. The shoes absorb both the horizontal and vertical impacts of the foot strike.
54 BIKEBIZ MARCH
BIKEBIZ.COM In the tri market On sponsors team
TBB, the world’s ‘top triathlon team’, led by Brett Sutton. In the last three years, On has grown to become stocked in 700 sports stores across 18 countries. The UK distributor is Fit Brands.
www.fitbrands.co.uk
On Shoes is seeking a larger slice of the UK market with its award-winning line-up.
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