INTERVIEW
feel. That hasn’t happened by accident. We’ve worked hard to create an impression with customers that makes them feel like they’re in the right place.
How did it feel to be nominated, and then to win BikeBiz IBD of the Year 2025?
Being nominated and then winning was really rewarding. We can say that it restored hope, especially after finding 2025 emotionally difficult for running the business. It feels like
validation for our efforts and a reflection of the support from loyal customers and the community. No denying, we are proud to have been nominated and even prouder to have won. A great experience.
How does 2026 look for Aztecs Bikes? Already, in mid 2025, we knew that certain key business systems and product offering elements would be added, expanding our customer base and our reach For 2026, we planned to expand into the enthusiast
cyclist market with the new Elves bike brand and launch our e-commerce website, enabling us to serve customers nationwide. We knew that this, eComm, was (is) a critical step, and,
arguably, the “missing piece” from 2025. We are already running Saledock, which integrates with BikeBook, to help run the business. These choices become more important as our eComm business launches. With Elves, we know we can engage customers with
a product that is quality, that is UK supported, can be customised, and offers strong value for money. We don’t want to exclude people based on price, and we do want to offer a range of enthusiast-focused bikes, expanding our established customer base. We also know that we need to leverage our location - near the Olympic Park and Canary Wharf - to attract the enthusiast cyclist customer base, offering high-quality and affordable bikes. Adding Elves to our touring and gravel options - with Genesis, Cinelli, and Basso - gives us a new way to connect with a different kind of customer.
38 | March 2026
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