FEATURE
been a struggle. We attend a number of weekend store events and store open evenings, and we run on-site maintenance clinics which support the IBDs and help to educate their customers. We believe the IBD’s are a vital part of our cycling community, and we know we have much more to offer them in the future with initiatives we want to activate.
Why has Muc-Off withstood the test of time? I grew up in an environment that was heavily focussed on innovation and creativity, and my dad’s energy and passion transferred to me. It gave me a desire and a drive to continually pursue new ideas and develop products which solve real problems that riders encounter. Dad’s personality was one which saw potential improvements in everything he looked at and I think some of that has rubbed off on me in that respect – I tend to look at things and think, how can that we better it, how can something that’s good, become great. Our core ethos, which runs through every product, is ‘Does it improve the rider’s experience?’ As bikes have become more expensive and the riding more aggressive, riders demand more from the products they use to maintain them, in terms of how well they perform and how easy they are to use. Every product we develop is designed to meet those demands and exceed their expectations. Over the years we’ve seen the category explode with rival
34 | April 2024
brands that have watched our success and want a piece of it for themselves. Muc-Off is a rider-owned business, so as an ex-racer I thrive on competition – it gets my competitive juices flowing so the more the better – it keeps us sharp, and it benefits the sector. Our unique edge comes from creating innovative products that surprise riders. So, when they use them for the first time they think, wow, how did I ever live without this before? Take our Stealth Tubeless Tag Holder for example. This is a totally unique product which allows riders to stash an AirTag in their tubeless tyre, meaning it’s completely hidden from view of potential thieves, there’s nothing out there like it. One of our team recovered his stolen £7k eBike using one. It’s an innovation which has been a gamechanger in the bike security market. It’s our goal to be the pioneers of the category, and 30 years on we’re still market leaders. So, whilst others may try to imitate what we do, we keep focused on innovating and changing the game in bike care. It’s this constant drive for new, innovative, useful, experience-enhancing products that makes us unique, oh and we love what we do. Muc-Off is fuelled by an obsession with product performance and as a team I think we can out work almost anyone. The dedication and commitment to give riders the best possible products is utterly relentless, this mixed with having fun with the brand and making sure we all ride our bikes as much as possible
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