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50 miles a month to hundreds of miles a month. So we had a group, I think for riding, it was about 30 different people across the Peak District and the Scottish Highlands,” explained Ross. This process took around two years, involving constant testing, tweaking, prototyping and redeveloping based on rider feedback. One of the key differences that emerged from this was that their cycling socks became the only Bridgedale style to be anatomically shaped for both the left and right foot, to offer support when cornering, without making the socks too thick.
And whilst not specific to riding socks, Bridgedale has
ensured that the female market is catered for, noting that they were one of the first technical sock brands to offer a specific women’s fit. Rather than shrinking patterns, Bridgedale adjusted in key areas to account for differences based on years of development, ensuring a genuinely tailored product.
Building Bridge(dale)s Since launch, the team admit they’ve learnt a lot. One of their key takeaways was realising that their initial MTB label was too limiting. “Our product offers the greatest benefit to people who spend hours doing the activities they love,” Ross explained. “Initially, we believed that people were cross- country mountain bikers, and we’ve learnt that, while there are still many riders out doing the hard miles, many are choosing gravel and bike-packing over traditional XC riding.” For 2026, Bridgedale is focused on growing its network of IBDs, working with retailers to support events, shop rides and more: “This isn’t simply a ploy to capitalise on the gravel
22 | December 2025
trend, we now have a better understanding of the different cycling disciplines and a desire to prove that our socks will benefit them. We’d love to be able to support IBD partners with anything that helps spread the word about our brand and, in turn, help them and us to prove what a difference they can make,” said Ross.
Bridgedale see their product as a natural add-on sale, and
they are keen to support partners by offering assistance that goes beyond standard POS materials. “The ideal IBD for us is the one who is actively engaged with its customers, a central part of their local riding community. A place where people come for help and advice, and where those people loyally spend their money. They also appreciate that a good ride isn’t just about the bike, but also about the clothing and accessories you ride with. Everyone has had sore, numb or cold feet, whether that’s due to distance or the weather, so everyone should understand what benefit our product offers, even if they don’t understand the precise features,” he concluded. They’ve got some compelling ideas for partners, and, with
socks backed by a lifetime guarantee, it might be something to consider if you’re looking for new accessories in 2026.
Want to know more? Scan the QR code to watch our video interview with Ross Harben, where we discuss the brand’s history, the cycling range in greater detail, and more from our factory tour.
www.bikebiz.com
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