FEATURE
Saracen bikes clean sweep at 2024 National DH Championships
elsewhere. Often permanently. Having a strong range plan helps prevent this. It gives structure to your buying, ensures you’re not spread too thin across too many brands, and avoids the kind of chaotic product mix we often see in bike shops. Curate your offering with purpose, be strategic, not reactive and don’t make it personal. Just because you like or dislike a product or a brand will almost certainly not be the way your customers feel. Buy for your customers, not for yourself!
Then there’s communication. In today’s world, there’s no such thing as too much of it. Whether it’s with your customers, your suppliers, or your own team, you must keep the message flowing. Marketing is not optional. You need to be visible. Planned promotions, bundled offers, service packages, and seasonal events are all expected now. Consumers see them on every high street and every major e-commerce site. If you’re not doing the same, you’re missing out.
And don’t forget the power of partnerships. In pro Madison HQ 30 | July 2025
cycling, teams often collaborate when it benefits both parties. There’s no reason why that same principle can’t work in business. Collaborate with your local community, such as schools, councils, clubs and other businesses. Shared goals often lead to shared success. Don’t underestimate the value of collective effort. Finally, and perhaps most importantly: never give up. Running a business isn’t easy. There will be moments when you’re tired, deflated, and unsure of the way forward. That’s normal. But like any tough ride or brutal climb, the only way is through is to keep moving, keep learning and most importantly, keep believing. The feeling you get when it starts to click, when the numbers are going up, the team is thriving, and customers are coming back, it’s not unlike the endorphin rush at the end of a long, hard ride. That sense of achievement! That’s what makes it all worthwhile!
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