RETAILERS
“I am reminded of when I communicated the news to
the team, some of them in their surprise thought we’d photoshopped the article. So yes, a mixture of emotions for sure. You know it’s one thing to reward and praise from within the company but from the wider industry, it’s a great acknowledgement.”
Rethinking strategies
So how has 2023 been for Cycle Revolution - what have the challenges been? “Everyone is aware of what happened in the cycling industry since the summer,” said Thomas. “Post-Covid had arrived and we were all forced to rethink
strategies and address some of the mistakes made when faced with unprecedented demands. That’s when we as an industry can take pride in how hard everyone worked to fulfil the market need.
“So it has been a real challenge for us, particularly as this is a family-run business. It’s been a strain on all concerned and as a business we’ve had to make some drastic changes with an eye to the future. “We’d been aiming to have an infrastructure in place ready for when the bubble burst, the speed of the change was the most challenging to navigate. We have been very fortunate to have some exceptional partners onboard.” Thomas noted several wins Cycle Revolution has had along
the way that have helped carry it through this time, including the delivery of its newest store Kinetic Revolution. e-MTB specific store Kinetic Revolution opened in Colchester earlier this year - a purpose built, sensory
experience showroom showcasing brands such as Cannondale, GasGas, Giant, Haibike, Husqvana, Madison, Pivot, POC, Santa Cruz, Specialized, and more. Other wins included the growth of online communities, an increase in key P&A products, and a better understanding of the e-commerce landscape focusing the brand direction, said Thomas. “Black Friday became Black November with many promotions beginning very early. Bargains were there to have for the savvy consumer in the market.”
Championing and promoting But with all the cycling industry going through this challenging time, recognising and celebrating the innovative work done by the best in the business is more vital than ever, especially given all the good cycling can do. “We all know about all the benefits cycling brings, physical, social, fun or indeed environmental,” said Thomas. “An industry that helps promote these positive attributes should certainly be recognised. “The cycling industry is powered by its large communities and varied demographic: the brands, niches, cycling groups etc. And if there were ever a time to promote this whole ecosystem as a collective it’s now.
“Spending is certainly more considered, our roads are congested, fuel prices keep rising, people are becoming more conscientious about their environmental impact in some instances. These are some of the things that will keep the cycling industry vibrant and very much alive and most importantly relevant to society in the decades ahead.”
www.bikebiz.com
January 2024 | 17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
