DISTRIBUTOR


DISTRIBUTOR FOCUS:


Following the supply and demand chaos of the pandemic, Madison CEO Dominic Langan tells Alex Ballinger about how the distributor plans to adapt its business to prepare for all eventualities


Madison CEO, Dominic Langan


T


he first half of 2022 has been a bumpy return to earth for the bike industry. Following the remarkable demand from


consumers at the height of the coronavirus pandemic, the cycle industry has now been beset by various speed bumps, from ongoing supply issues to global financial woes denting wallets in the cycling market. Milton Keynes-based distributor Madison has been able to


weather the storm, despite the supply nightmare for one of its biggest brands Shimano, and is now looking to the future to adapt its business for any more unseen shocks to the system. Founded as a small bike shop in North West London back


in 1977, Madison has grown into an enormous distributor of cycling, motocross and freesports equipment. While the Madison side of the business distributes dozens of brands,


26 | August 2022


from Shimano components to its own range of clothing, Sportline acts as the specialist bike wing of the company, distributing Saracen, Genesis, Ridgeback and Adventure brand bikes. CEO of Madison, Dominic Langan, has shared his thoughts


with BikeBiz for the first installation in our new regular Distributor Focus series.


The challenges “There are undoubtedly a lot of challenges at the moment,” said Langan, “but navigating the business through this cost of living crisis whilst doing everything we can to counter some of the inflationary pressures, is top of the list.” Langan said that the first half of 2022 was more challenging than the previous two years, but things appear to be returning


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