INTERVIEW From selecting the right solution and product assortment
to installing the display, the team supports retailers every step of the way. They also offer staff training across the ranges in store, helping to enhance product knowledge and improve the customer experience.
Beyond the physical display units themselves, what does the wider partnership with fizik and Extra look like for an IBD once they commit to this new setup? Are ongoing staff training, digital assets, or brand events available? The POS setup is just the starting point. The goal is to build an ongoing collaboration with the retailer through both their Retail Specialist and Area Sales Manager. This means ongoing staff training on product
technologies and features, updated digital assets to support communication, and dedicated initiatives that allow shops to engage their community, through the likes of events, product launches and local activities. We want the retailer to become a true brand ambassador,
offering customers a comprehensive and always up-to-date experience.
the customer build a complete experience with products belonging to the same fizik universe. This uniformity also allows us to work strategically and
effectively on colour matching across the different product lines.
For an independent bike dealer reading this who wants to upgrade their current store layout with these new fizik assets, what does the process look like? What kind of buy- ins, packages, or digital support materials are available to them right now? The first step is to get in touch with our exclusive UK distributor, Extra UK. Together with the retailer, the most suitable configuration is evaluated based on available space, product assortment and commercial goals. The approach is extremely flexible: there is no single solution, but rather a set of configurations that can be adapted to the characteristics of each store. In addition to the display materials, a range of digital assets are available to support retailer marketing activities. These include product imagery, online catalogue content, social media assets and detailed product videos, helping retailers showcase the latest fizik range across their own digital platforms where relevant.
How is Extra UK working alongside you to physically get these new kits out to dealers and set up effectively? Extra UK is a key partner in implementing this project. Their role is not limited to distributing materials, but includes genuine advisory support for retailers through our two Retail Specialists, Dean and Stu, who are dedicated to supporting the Selle Royal group of brands (fizik, crankbrothers, Brooks & Selle Royal).
34 | August 2026
Looking at the wider retail landscape, the role of the physical bike shop is shifting from a place that simply holds inventory to an environment that offers an experience. From your perspective, how does elevating the in-store environment help independent dealers navigate these changing consumer expectations, and what are the long-term benefits of brands and shops collaborating more deeply? Today, bike shops can no longer compete by simply being a place to hold inventory or act as a point of sale. Their value increasingly lies in offering expert advice, hands-on experiences and meaningful relationships that online channels cannot easily replicate. A well-curated retail environment, supported by clear and engaging display tools, helps customers better understand products, compare different solutions and make more informed purchasing decisions. It also creates a more welcoming and immersive space that encourages interaction, strengthens confidence and positions the store as a destination for the local cycling community. In the long term, closer collaboration between brands and
retailers delivers benefits for both parties. It enhances the in-store experience, improves product visibility and turnover, strengthens customer loyalty and helps retailers differentiate themselves in a competitive market. By working together to create a consistent and engaging brand experience, brands and dealers can build stronger customer connections and support the long-term growth of cycling. ●
fizik is exclusively distributed by Extra UK. Speak to your Area Sales Manager if you are interested in becoming a fizik stockist.
www.bikebiz.com
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