DISTRIBUTOR
BRANDS IN THE MADISON AND SPORTLINE PORTFOLIO
100% Adventure AirPop Aztec Crud DT Swiss Dynaplug Elite
Finish Line Fist
Garmin GearUp Genesis Hump
Infini K-Edge Kingston Technology Kryptonite Laut Lazer
LifeSystems LifeVenture Light & Motion M Part
Madison Clothing Mavic Open Pro Rims Maxxis milKit
Nutrak ODI Ogio Pearl iZUMi PRO Park Tool Petzl Premax Profile Design Quad Lock Rema Tip Top Respro
Ridgeback Ryder Innovation
Saracen Science in Sport Shimano TOOO Cycling Thule Trelock TruFlo Urban Iki Vittoria
Wheels Manufacturing White Lightning Zwift
Investment in IT infrastructure will be introduced to improve efficiency, while the distributor has also plans to upgrade its warehouse management and bonded warehouse systems this year. There are also improvements to the B2B and Freewheel platforms on the way.
But one of the biggest lessons from the pandemic relates
to the “just in time” logistics model, as Madison is looking at “near-shoring” production to reduce the dependence on China for supply - a long term aspiration, but one that is essential if Madison wants to remain competitive, Langan said. On the Sportline side of the business, demand for e-bikes and e-cargo bikes continues to grow, and the brand now has a five-year roadmap, backed by investment capital, to support that growth.
Langan added: “Sustainability is also a challenge we all must rise to. We are reviewing all elements of the business from energy use, solar energy for our facilities, electric vehicles, tyre, tube and e-bike battery recycling, materials we use in our products and of course ensuring our packaging is environmentally friendly.
“This is a huge task and something we are working with all
our brands to deliver and I am not sure it is something we will ever finish, as there will always be technological advances to allow us to do more but we are on that path and committed to reducing our impact on the planet.”
Staffing changes In recent months, BikeBiz has heard reports from retailers of staffing changes at Madison, particularly in the sales staff, but Langan says there is no reduction in headcount, instead a change of emphasis as the market changes. Madison is investing more in product promoters, to “add
28 | August 2022
Tooo cycle lights and cameras are the latest addition to the Madison portfolio
value for customers, giving them more of what they need to help grow our businesses together.” The distributor is also increasing emphasis on staff training, visual merchandising, retailer event support, and bespoke point of sale. Langan said: “The needs of the retailer are changing as
products become more technical. Communicating about product and ordering via our B2B platform is easy and works well but what our customers need is the in-store support. “We are investing in their personnel to ensure they are a
well-trained and competent sales resource for our brands and for the retailer. If we are not adding value in store then we become an unwelcome nuisance and a distraction.” Madison is not taking on any more sales agents and is taking on all new sales personnel. Andy Ashworth has recently been appointed as key account manager for Madison, who will support the senior sales team. On the future for the market, and for Madison, Langan concluded: “We know consumers will be out there looking for a good value proposition and making sure their money goes as far as it can. “We will be working hard to make sure our pricing is sharp and the margins we offer our customer base are competitive and achievable.” ●
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