OPINION
with The Bikeability Trust. Last year, we developed a co-branded 14” balance bike in collaboration with the Trust, which was distributed to over 600 schools across England and Wales. Every bike had a matching helmet, designed to raise awareness of safe and accessible cycling from an early age. Talking about the collaboration, Charlie Foulkes, Digital & Marketing Director at Tandem Group Cycles, said: “The work undertaken by The Bikeability Trust and its instructors is instrumental in embedding cycling as a life skill from a young age. We believe that lightweight, high-quality bikes are critical to helping children learn with confidence, and we’re proud to contribute to that effort.”
Pig, Paw Patrol, Bluey, and Barbie. The response from dealers has been overwhelmingly positive, with many recognising the potential of licensed bikes as an incremental revenue stream, particularly during the quieter sales periods later in the year. To build on this momentum, we have expanded our licensed
offering, allowing dealers access to the full range of licensed bikes featuring the latest trending licenses, including Batman, Stitch, and Disney Princesses, further enhancing appeal to younger riders and their families.
A Commitment to Early Years Cycling Our mission to support children at the earliest stages of their cycling journey is exemplified by our longstanding partnership
Looking Ahead While challenges are always present across the wider cycling industry, we at Tandem Group are demonstrating that with the right strategy, there’s plenty of room for optimism, particularly in the junior market. We believe that our clear focus on quality, innovation, and dealer support has positioned us as a leader in a recovering sector. Looking toward the latter half of the year, we’re optimistic about continued growth, particularly as dealers begin preparing for the festive season. With new product launches, expanded licensing opportunities, and a growing network of engaged dealers, we feel well-placed to capitalise on rising consumer interest in premium children’s bikes. We believe innovation and diversification are driving real momentum in the kids’ market, and dealers who are willing to broaden their offering beyond traditional adult and e-bike segments are seeing tangible growth. Now is the time to embrace the opportunity.
44 | August 2025
www.bikebiz.com
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