DISTRIBUTOR
the end of the day, we’re in the business of serving riders and despite the market’s current challenges, a visit to any trail centre or a scroll through PinkBike reaffirms the value of what we do. Cycling remains a vibrant, exhilarating world, and it’s where the action is.”
What have been some of the highlights for Silverfish in the last 25 years? Matthew Osborne, managing director at Silverfish: “Not wishing to start on too much of a downer, but given recent market conditions, still being here is a huge achievement for Silverfish and a testament to the team, past and present. That said, there have been countless standout moments at Silverfish.
“Though I’ve only been here a decade, tales from the past surface at every social event. Whether it’s reminiscing about COREbike, Sea Otter, Press Camps, brand events or post-work rides, the memories are endless. But at the end of the day, they are always about the people.
Darren Mabbott (Centre)
market hasn’t exactly been a smooth ride over the past 25 years. After weathering Foot and Mouth, I think we then had a global financial crisis in 2007-2008, the £ tanking, a shift from catalogues to online giants, and the evolution into omnichannel retailing.
“It’s been a wild ride, with peaks like the London Olympics, the e-bike revolution, the growth of trail parks, the Covid fitness boom, but also some dark moments like Brexsh*t and now the whole post Covid whiplash comedown that we’ve all been experiencing over the past 18 months. But normality will return, great shops will continue to thrive and great distributors will still be here to serve. “But as any small business owner will tell you, you just
have to work your ass*s off and we have worked phenomenally hard, but we have also had an absolute blast. The UK bike industry has always been close-knit and we’ve made lifelong friends along the way, we’ve drank way too many strong German beers in tiny German villages, we’ve won multiple awards for Best P&A Distributor and Best Bike Distributor, we’ve visited and ridden in some amazing places all over the world, we’ve laughed a lot, and I like to think we’ve brought a sense of fun and just a little bit of punk rock and originality to the bike trade. “Yet, what keeps me fired up is the people. We’re aligned with the coolest brands and we partner with top-tier retailers, many of whom I personally sold Race Face to 25 years ago. At
26 | April 2024
“When I survey our current brand portfolio, I can’t help but feel that Silverfish is hitting its stride. It’s simple: we curate our portfolio carefully and partner with the best in class. “Reflecting on our track record, I think we can be really proud of the bike launches the team have orchestrated. From elevating brands like Yeti (in the UK and Germany), Mondraker, Cove, Turner, Evil, and Rocky Mountain, to our recent sell-out success with Norco, each launch has been a testament to our commitment to excellence whilst also having a bit of fun. Many of these brands reached new heights under our stewardship, and it’s immensely gratifying to receive inquiries from other brands eager to collaborate.”
What makes Silverfish so unique? Alex Metcalfe, commercial director at Silverfish: “I’ve amassed 20 years of experience in the sports industry, initially with WL Gore on the global team for GORE Wear, and more recently with the ingredient brand D3O, where I had the privilege of collaborating with hundreds of the world’s most renowned brands. When Darren and Matthew approached me, I sensed something special about Silverfish. My passion lies not only in the technical aspects of a product but also in understanding the driving force behind a brand’s purpose, why they do what they do. “Upon diving into Silverfish, I not only discerned the purpose behind each brand but also recognised that Darren, Sarah, and Matthew had cultivated a business with genuine purpose. Our team shares this sentiment. Fresh from COREbike, our marketing and sales teams orchestrated a distinctive booth, supported by the exceptional staff at our warehouses and offices in Saltash and Risca. “Despite the long hours and the inevitable post-show fatigue, the enthusiasm displayed was contagious. We weren’t merely peddling products; our aim was to place the finest
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