NEWS
‘Big Pedal can be a business booster’
March nationwide school cycling comp is big opportunity, says retailer By Jonathon Harker
encouraging to see this growing demand from employees looking to enjoy the benefits of cycle to work and shows the growing momentum for commuting by bike. There’s a huge enthusiasm for the cycle to work scheme and we are helping hundreds of companies who want to bring their colleagues the benefits of cycling to work." Steve Edgell, director of Cycle Solutions
and chair of the CtW Alliance, said: “This is merely the start of what we hope will be a longer-term cycling boom. With only two per cent of journeys in the UK made by bike, clearly there is scope to encourage more individuals to take-up cycling, not least to bring our rates of cycling in line with other European countries.”
THE BIG Pedal is being pitched as the perfect time for local bike shops to strengthen ties with schools and market their business to dozens of local pupils. Running this year from March 3rd to
14th, the Big Pedal is a nationwide competition between schools where pupils are encouraged to cycle instead of being driven into school. Local bike shop Vincini Cycles of Upminster has already benefited from engaging with local schools and believes the Big Pedal is an opportunity to cement links with more potential customers. Open since August 2014, Vincini Cycles has been working with Big Pedal operator Sustrans. Owner Colin Bath has over twenty
years experience in the trade and teamed up with Sustrans London Schools officer Lucy Colbeck to offer a discount
in the area and so it’s been really good advertising and by offering a friendly and trustworthy service, the families come back for repeat visits. “When I was a youngster I was never
encouraged to cycle. Now I have my kids and they all ride. When they first started on Bikeability I realised a lot of bikes the kids were riding were in a dreadful condition and poorly maintained so it wasn’t safe for them to be cycling. I want all kids to cycle but I also want them to be on bikes that are safe to use.” “It’s a great idea for businesses to get
scheme to pupils who come to his shop. The children at the schools taking part are given business cards that entitle them to their discount. Bath said: “I started the scheme in
November last year and from the very first afternoon of handing out the cards I have had families from the schools coming in to the shop. I’m relatively new
involved in school events like The Big Pedal 2014. It’s all about getting more people making journeys by bike so bike shops should definitely support it, from simply promoting it in their windows or by offering help in other ways. It benefits everyone involved in the long run.” The Big Pedal is funded by Bike Hub.
bigpedal.org.uk
Sealskinz relaunches at ISPO with new product range ’Brand presentation and product design has not kept pace with its technical superiority’ says brand
By Jonathon Harker
FOLLOWING ACCELERATED international growth last year, Sealskinz has relaunched its brand at ISPO with a view to building on expansion in Europe and the USA. Sealskinz’s new brand strategy is a new
direction for the firm, incorporating the new identity and technology branding providing a clear and consistent message. Following extensive consumer research on the key markets, the rebrand aims to ‘re-define how consumers will interact with and interpret the Sealskinz brand’. The firm said: “The tagline ‘Those That Know Know’ refers to Sealskinz loyal consumers who know and use the product and are aware of its credentials, whilst
opening up communication with Sealskinz new consumers. Teamed with the refreshed brand imagery this provides an emotional engagement with consumers.” Alongside the brand re-development
the product has been refreshed to meet the needs of core users. Sealskinz’s design philosophy is Aqua Dynamic Design, based around managing moisture to deliver ‘dry’ technology and next to skin comfort. Sealskinz global marketing director
David Jesson said: “Our consumers have been committed users and admirers of our products but the brand presentation and product design has not kept pace with the technical superiority. It has been our goal to ensure the brand communicates this superior product
“It has been our goal to ensure the brand communicates this superior product performance.” David Jesson
performance and aesthetic appeal, as well as repositions Sealskinz as an Endurance Accessory brand that will engage with consumers. To support the re-launch we have a campaign in cycle and outdoor press and we’ll return to press in autumn to support the redesigned product and packing going into store.” CEO Justin Adams added: “In a busy
twelve months we have bought the rights back to the brand in the USA, launched subsidiaries there and in Germany, opened up new global markets, rebuilt our brand and range and significantly up-skilled our organisation and resources to ensure we have the right team in place to deliver our five year ambition.”
www.sealskinz.com
BRIKOGOES PRO
Briko eyewear and LAS helmets have been chosen for the new Bardiani CSF Pro Tour team.
This iconic brand is now back in the UK and stockists are required for the 2014 season.
Perfect to the last detail. Including the price. See the full range at
www.chickenb2b.co.uk
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