FEATURE


TANDEM X SQUISH - BIKEBIZ 2024 BIKE BRAND OF THE YEAR


BikeBiz caught up with Peter Kimberley, CEO of Tandem Group, parent company of BikeBiz 2024 Bike Brand of the Year award winner, Squish Bikes.


H


ere we talk about award-winning impact, market challenges, ways to serve customers, and what good retail partners look like when you sell


bikes to people (who might, or might not, one day call themselves ‘cyclists’).


Peter, almost six months on from Squish winning the BikeBiz Bike Brand of the Year award, how are things?


Let’s start by saying that we certainly see winning an award as a real recognition of the brand. That rubber stamp has credibility, which is valued by ourselves and


www.bikebiz.com May 2025 | 13


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