BRANDS
Each saddle is designed to offer better comfort for all and supported by a 30-day money back guarantee. Completing the portfolio are Nutrak and Truflo. “For over 40 years Nutrak has provided excellent value tyres, inner tubes and accessories designed to meet the demands of everyday cyclists,” says Longstaff. “The range is constantly updated, ensuring Nutrak is ready for new standards and trends as they emerge. “Truflo has been producing great value, dependable
enthusiasts,” explains Olivia Smith, Madison own brand parts and accessories product manager. “The gloves had to be well fitting, comfortable and durable so intricate repairs can be done without them tearing. “We engaged in rigorous research and testing before we
settled on the final product. We showcased the gloves at iceBike* 2023 and on dealer visits where we distributed samples to get feedback from workshops around the country and it worked as the gloves have been a consistent best-seller.” M Part Wheels is Madison’s in-house wheel brand, built in the UK at the company’s HQ in Milton Keynes using DT Swiss spokes and nipples to a high tolerance – beyond industry standard. “M Part wheels have been a tremendous success story for us the last few years since we moved production in-house in Milton Keynes,” says Longstaff. “Setting out a quality line-up with efficient work processes has allowed us to create an ever-expanding range of both replacement and upgrade wheels which use components from industry leading brands such as DT Swiss, Shimano and Mavic.”
Madison Saddles is a complete line-up of products to satisfy all types of cyclists – from commuters, to professional racers.
bike pumps for cyclists since the 1980s. The Truflo range offers something for every type of rider and every size of budget - floor pumps, mini pumps, C02 and even a tubeless specific pump with a separate chamber for seating tubeless tyres.”
A unique offering
Madison’s in-house brand products are unique as a result of the development process conducted by a close team with extensive and varied experience. “Within the team we have years of experience working for and with some of the biggest retailers and suppliers in the cycle industry, which is essential,” explains Longstaff. “We work closely with cycle retailers, take feedback from consumers and have thousands of hours experience riding all types of bikes and disciplines – conventional road mountain and gravel riding, we even have cycle courier and esports experience within the team. “Concept, product and packaging design, go to market
strategy and even elements of after sales service are conducted within the team. We have long standing relationships with factories and scour the world to find the best partners to deliver our concepts to reality.” To maintain each brand’s position in the market, Madison relies on a constant flow of “extremely valuable feedback” from the industry. “Our experience has led us to work really closely with
cycle retailers and thankfully we have an amazing network who are willing to spend time with us discussing products and exploring new opportunities,” says Longstaff. “We dedicate time to visiting customers ourselves, but we’re also extremely grateful to have a professional team of sales managers and product promoters at Madison who spend every day on the road visiting customers.” As part of this process, Madison follow-up on all feedback received directly or through sales managers. “We hope our customers consider Madison’s in-house brands and products to be their own,” says Longstaff. “A good example of products/changes made as a result
of customer feedback recently includes our move to give all Madison Saddles a 30-day money back guarantee, allowing the consumer to trust the retailer’s recommendation – knowing they can swap for a more suitable saddle if necessary.”
50 | February 2024
www.bikebiz.com
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